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Chapter 2 - Developing Marketing Strategies and a Marketing Plan Marketing 5th
1.1.1.1.1.1.1.1 Answers To End Of Chapter Learning Aids
1.1.1.1.1.1.1.2 Marketing Applications
1. How have Nike and Adidas created sustainable competitive advantages for
themselves?
2. Perform a SWOT analysis for the company that made your favorite shoes.
3. How does Adidas segment its market? Describe the primary target markets for
Adidas. How does it position its various offerings so that it appeals to these
different target markets?
4. How does Hertz add value for business customers through the implementation of
the four Ps?
Hertz positions itself as a quality car and truck rental company that is top of mind for its
target segments. One of Hertz’s primary market segments is business customers. Hertz
uses the four P’s to create value for its business customers:
5. Dyson successfully sells its fans and heaters for $150 to $400, whereas most fans
sell for $20. Explain what is the value it creates, and how this affects the price it
can charge.
6. Of the four growth strategies described in the chapter, which is the most risky?
Which is the easiest to implement? Why?
7. Choose three companies. You believe the first builds customer value through
product excellence, the second through operational excellence, and the third
through customer excellence. Justify your answer.
Customer excellence is achieved when a firm develops value-based strategies for
retaining loyal customers and provides outstanding customer service. Students may
8. You are on the job market and have received offers from three very different
firms. Develop a marketing plan to help market yourself to prospective
employers.
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Chapter 2 - Developing Marketing Strategies and a Marketing Plan Marketing 5th
Answers will vary based upon the three companies the student would select. The student
should include details in each of the following areas:
© 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution
in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 3
Chapter 2 - Developing Marketing Strategies and a Marketing Plan Marketing 5th
1.1.1.1.1.1.1.3 Net Savvy
1 The mission statement for Quaker Oats cites its origins, “inspired by the power and
wholesome goodness of the amazing oat.” Frito-Lay looks a little more to the present,
citing its mission “To be the world’s favorite snack and always within arm’s reach.”
These different perspectives also reflect the quite different positioning adopted by
each company. Visit the websites of each and review the descriptions of the company,
its mission, and its values. Now consider what it means when you learn that both
brands are owned by PepsiCo. What is PepsiCo’s mission statement? Do you believe
these two disparate mission statements reflect what the firms do and who they are
portrayed in the media? Justify your answer.
PepsiCo’s mission statement is, “Our mission is to be the world's premier consumer
products company focused on convenient foods and beverages. We seek to produce
1. More and more firms seem to be entering the dating service industry. Visit
www.eharmony.com and tour its website to find the types of activities and methods
such companies use to help match compatible couples. Then visit www.match.com
and do the same. What are the similarities and differences of these two online dating
services? Pick one and perform a SWOT analysis for it.
Students can apply what they have learned to a novel service area they might not have
considered before. To obtain an understanding of how a company like eHarmony
attempts to match singles, students must consider what factors affect online dating
services in the guise of a SWOT analysis.
Positive Negative
2. Black and Decker (www.blackanddecker.com) and DeWalt (www.dewalt.com) are
owned by the same parent company, and both sell similar products. Visit each of their
websites and identify what markets each brand targets. Next, discuss how the two
companies use the marketing mix differently to target these unique target markets.
Strategy DeWalt Black & Decker
1.1.1.1.1.1.1.4 Case Study: The Great Yogurt Battle
1 Perform a SWOT analysis for each of the companies mentioned in this case study.
How are the results similar? How do they differ?
SWOT analysis: Pinkberry
Positive Negative
© 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution
in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 5
Chapter 2 - Developing Marketing Strategies and a Marketing Plan Marketing 5th
part of the $25 billion frozen
dessert market
© 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution
in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 6
Chapter 2 - Developing Marketing Strategies and a Marketing Plan Marketing 5th
SWOT analysis: TCBY
Positive Negative
SWOT analysis: Red Mango
Positive Negative
part of the $25 billion frozen
dessert market
3. Which growth strategies seem most likely for each of the companies mentioned in
this case? Why?
4. What sorts of marketing metrics would be most helpful for a brand manager of a
frozen yogurt chain?
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in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 7
Chapter 2 - Developing Marketing Strategies and a Marketing Plan Marketing 5th
1.1.1.1.1.1.1.5 Additional Teaching Tips
In this chapter, the goal is to introduce students to an overview of the marketing plan, the
concept of customer value, and the utility of the SWOT matrix. It is important to teach
students that the importance of the marketing plan is to communicate the value
proposition to consumers and to provide direction on how that will be achieved.
© 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution
in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 8
