Solution manual

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.

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?

5. Dyson successfully sells its fans and heaters for $150 to $400, whereas most fans

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

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.

© 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. 2

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

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

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

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

Internal

© 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

External

© 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

SWOT analysis: Red Mango

Positive Negative

Internal

© 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. 7

Chapter 2 - Developing Marketing Strategies and a Marketing Plan Marketing 5th

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