Unlock document.
This document is partially blurred.
Unlock all pages and 1 million more documents.
Get Access
Professors on the Go
Chapter 18
Managing Retailing, Wholesaling, and Logistics
Key Chapter Concepts:
Retailing Types of Retailers
Franchising New types of Competitors
Advances in Retail Technology Retail Marketing Decisions
Store Atmosphere Private Label Brands
Wholesaling Market Logistics
Integrated Logistics Systems
Assignments:
Two models for department store success seem to be emerging—one with a strong retail brand
approach and one as a showcase store. In small groups, students are to investigate these two differing
approaches to department store retailing and comment on the future of these concepts using the
concepts defined in this chapter (target market selection, product assortment decisions, etc.).
Atmospherics is an important component of store attractiveness. Every store has its own unique look,
feel, and smell. Yet each consumer may react differently to each of these elements. In groups
composed of male and female students, ask the students to visit three retailers of their own choosing
and comment on how the store atmospherics affected them personally and then group the findings by
sex. Why are there such differences? What can a store do to appeal to both sexes?
Shop—that is, have students visit as many differing types of retailers (and non-store retailers) as they
can over the course of a week. For each shopping occasion, ask the students to record their
impressions of the store’s atmospherics, location, service levels, product selections, and others. Then
rank their preferences from best to least and be able to explain why they assigned the ranking to each
store in terms of the material covered in this chapter.
Store brands, or private label brands, account for one of every five items sold in the United States
today. Students should purchase differing store brands/private label items (ice cream is a favorite
choice for this experiment and can be conducted in class), the national branded product, and do a taste
test comparing the store brand and the national brand. Does the store or private label item meet or
exceed the taste and quality of the national brand? What are the implications for national branded
Professors on the Go
products if store/private label items meet or exceed the national brand? What should or could
marketers’ do to differentiate these products?
Professors on the Go
Chapter 19
Designing and Managing Integrated Marketing Communications
Key Chapter Concepts:
Marketing Communications Marketing Communications Mix
How Marketing Communications Work Macromodel of Communications Process
Micromodel of Communications Process Developing Effective Communications
Establish the Communications Budget Six Cs Criteria
Assignments:
The opening vignette of this chapter is about Oreo, including its real-time marketing efforts. Have the
students read the following articles: Tim Nudd, “Inside Oreo’s Adorable Triple Play for Father’s
Day,” Adweek, June 10, 2013; Jennifer Rooney, “Behind the Scenes of Oreo’s Real-Time Super Bowl
Slam Dunk,” Forbes, February 4, 2013; T. L. Stanley, “Brand Genius: Lisa Mann, VP Cookies,
Mondelēz International,” Adweek, October 29, 2012; Stuart Elliott, “For Oreo Campaign Finale, a
The starting point in planning marketing communications is an audit of all the potential interactions
that customers in the target market may have with the brand and the company. Students should select
a brand of their choosing and in their papers “map” out or create an audit of all the potential
interactions that customers in the target market have with the brand and company. Students should, for
the purpose of this assignment, assume that they are a member of the target market.
Have the students read the following sources listed in the Marketing Insight: “Don’t Touch That
Remote.”: Merrill Barr, “In a World of DVR Monsters, Do Time Slots Still Matter?,” Forbes,
143–49. After reading the articles, ask them to write a memo that summarizes how DVRs are
affecting the way marketers should engage consumers that includes at least three specific
recommendations. They should write the memo from the perspective of a brand management team
member for a consumer packaged goods brand (of their choice) that uses television advertising.
Professors on the Go
Have the students read the following sources listed in the Marketing Insight: “Playing Tricks to
Professors on the Go
Chapter 20
Managing Mass Communications:
Advertising, Sales Promotions, Events and Experiences, and Public Relations
Key Chapter Concepts:
Advertising Program Five Ms
Advertising Objectives Advertising Budget
Advertising Elasticity Message Generation and Evaluation
Creative Development and Execution Reach
Frequency Impact
Alternative Media Media Timing and Allocation
Macroscheduling Microscheduling
Advertising Effectiveness Sales-Effect Research
Sales Promotion Stockpiling
Digital Coupons Events and Experiences
Sponsorship Programs Public Relations
Marketing Public Relations
Assignments:
Organizations handle advertising in differing ways. In this assignment, students should contact
different size companies in their community (one large, one medium, and one small company) and
find out who is responsible for working with their ad agencies and how (and where) did they receive
their training in developing advertising messages. Was or did their training primarily consist of “on-
the-job” training? Experience learned from previous positions in larger firms? Or is their
understanding of the operation of advertising more of a “learn as I go” process? In compiling their
data, can the students identify any common elements? Can we draw any inference from or about
advertising from the data?
In the Marketing Memo entitled, Print Ad Evaluation Criteria, the author lists seven questions that
should be answered in the affirmative concerning the executional elements of print advertising. Have
Professors on the Go
the students select two print advertisements, then ask them to evaluate each of them in regards to the
criteria stated in the Marketing Memo.
This assignment should be a favorite one for the students to complete. Breaking the class up into
groups, assign a different television channel (cable and network) to each group. Have the students’
record all the television commercials shown during prime time for a particular night (say for a
Thursday night). After watching the commercials, students should list their favorite ones, their not so
favorite ones, and the ones that annoyed them the most. Have the students share their commercials
with the other class members and see if the other members share the same opinion(s). Finally, in light
of the advertising objectives presented in this chapter, can the students “pick out” the
message of the ad?
Professors on the Go
Chapter 21
Managing Digital Communications: Online, Social, Media and Mobile
Key Chapter Concepts:
Online Marketing Communications Online Communications Options
Ease of Use Physical Attractiveness
Search Ads Display Ads
Email Marketing Social Media
Blogs Word of Mouth
Viral Marketing Buzz
Customer Loyalty Ladder Mobile Marketing
Mobile Coupons Third Screen
Assignments:
Ask students to select three emails they received from marketers in the past week and see how many
of the suggestions the Marketing Memo: “How to Maximize the Marketing Value of E-mails” were
incorporated into the messages. Then, ask them to relate the tactics used to their personal perceptions
of the e-mails effectiveness. Based on their analysis, ask them to provide additional suggestions, if
any, for maximizing the marketing value of e-mails.
In a research paper, students are to comb appropriate Internet sites, and documents, illustrating the
power of the “buzz” and “viral marketing” about products and/or services. Which ones do they think
are effective and why?
Professors on the Go
Chapter 22
Managing Personal Communications:
Direct and Interactive Marketing and Personal Selling
Key Chapter Concepts:
Direct Marketing Direct Mail
RFM Lifetime Value
Catalog Marketing Telemarketing
Database Marketing Data Warehouses
Data Mining Sales Force
Direct Sales Force Contractual Sales Force
Sales Force Structure, Size, Compensation Fixed and Variable Compensation
Motivating Sales Representatives Sales Quotas
SPIN Method Steps in Sales Process
Relationship Marketing
Assignments:
Ask students to select three emails they received from marketers in the past week and see how many
of the suggestions the Marketing Memo: “How to Maximize the Marketing Value of E-mails” were
incorporated into the messages. Then, ask them to relate the tactics used to their personal perceptions
of the e-mails effectiveness. Based on their analysis, ask them to provide additional suggestions, if
any, for maximizing the marketing value of e-mails.
In a research paper, students are to comb appropriate Internet sites, and documents, illustrating the
power of the “buzz” and “viral marketing” about products and/or services. Which ones do they think
are effective and why?
Professors on the Go
Chapter 23
Managing a Holistic Marketing Organization
Key Chapter Concepts:
Trends in Marketing Organizing for Marketing
Vertical, Triangular, and Horizontal Product Teams Category Management
Customer-Management Organizations Matrix-Management Organization
Socially Responsible Business Models Cause-Related Marketing
Cause Program Social Marketing
Characteristics of Great Marketing Companies Marketing Implementation
Marketing Control Marketing Metrics
Marketing Audit
Assignments:
Successful holistic marketers have integrated relationship marketing, internal marketing, and social
marketing into their organizations. Students should chose three companies that they believe practice
holistic marketing and then defend their choices by outlining the marketing programs of the selected
companies.
Some companies like the Newman’s Own Brand, have built a business model on social responsibility.
Students should find three other examples of such socially responsible firms and comment on whether
or not they see “social responsibility” as a need component for marketing in the future. Specifically,
knowing what we now know about consumer-buying behavior, is “socially responsible” a determinant
for future success—is it a mega-trend? Or just a “trend”?
Professors on the Go
Drawing a clear line between normal marketing practices and unethical behavior is not easy. Identify
two firms, in your area, that you feel are or have demonstrated unethical behavior (although not per se
