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Chapter 6 The Marketing Program
Exercise 6.1 FedEx Supply Chain Services http://www.fedex.com/us/supply-chain
1. What services does FedEx provide that would assist firms in their distribution and supply chain
efforts?
The product (service) portfolio of supply chain services includes 1) FedEx SupplyChain, 2) FedEx
Critical Inventory Logistics, 3) FedEx Transportation Management, 4) FedEx Fulfillment Services,
2. Why would a firm turn to FedEx Supply Chain Services rather than perform its own supply chain
activities?
Exercise 6.2 Golf Discount http://www.golfdiscount.com
1. What pricing strategies does Golf Discount use? Which strategies are likely to be the most
effective for novice golfers?
2. In what ways does the Golf Discount website illustrate the shifting balance of power to consumers?
1. What are the key benefits of implementing a supply chain solution such as SAP?
2. What are the likely challenges in implementing a supply chain solution?
Exercise 6.4 Zoo Atlanta http://www.zooatlanta.org
1. Who are the zoo’s customers? How does Zoo Atlanta communicate with each target customer
group?
2. Based on the information contained on its website, how does Zoo Atlanta use each element of the
integrated marketing communications mix?
