Bus Nam
Sect 130-14 and
-15 lntroduction to Marketing
18 November 2009
Makeup Examination
You must answer questions 1 and 2. You may elect to answer as many additional questions as you wish in order to make up any poor quiz grade and/or poor case study grade. Remember, you have an "F" for any missed quizzes and case studies.
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has just hired you as Product Manager. The CEO wants to introduce a new line of outdoor sleeping bags. What steps do you take?
1. The company
2. Your boss, who has no international business experience or sensitivity, wants to expand A ,'64^ internationally by marketing your proprietary software in China. He asks you to give him a Y' report, which must include: a) two reasons in favor of the expansion, b) two reasons
against the expansion, and
c)
your specific recommendations.
Your boss wants you to move to Mexico to develop a marketing effort for your fast food franchise business. What concerns must you address which might be different from business in the U.S.?
3.
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7.
What is a SWOT analysis, and when do you use it?
8. Ferrari automobiles is considering a plan to market cell phones with the Ferrari brand. They come to you for advice. How do you respond?
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Give two examples of the "practical" and "intangible" aspects of a product.
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Describe the differences between "marketing" and "selling"? of consumer behavior discussed in class.
11. Describe three models
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Your boss suggests that you travelto Pakistan to develop the market for your California wines. How do you respond?
12.
13.
Describe three different approaches to establish a promotional budget. between a distributor and a sales representative?
14. What is the difference
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say?
Your elderly grandmother asks you to define "marketing" (in English). What do you
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European automakers took the initiative in marketing to the new breed of auto-buyers. It
seems those buyers wanted nimble-handling, gas efficient, and environmentally
friendly
cars rather than the traditional bulky and gas-gtuzling SUVs Ford
& GM are known for.
These European manufacturers have a rather direct marketing strategy for the US market:
continue to produce the European style of car for American buyers. As one American compact auto owner states, "I actually desire the smallness... because
it'll
be more sporfy,
have more pickup and be more fun to drive around curves." However, European car-
makers like BMW & Mercedes have not been successful in the past tying to infiltrate the US market with compact & less-expensive luxury autos, including previous failures
of
the C-class sport coupe & 3-series hatchback. These automakers are also trnng to appeal to younger buyers, including trendy commercials, high performance, and bang-for-buck
luxury.
I feel these European brands will be very effective in continuing to infiltrate the
American market, and I believe these to,u"our{r"*ons. For one, I think they will be effective because of the sudden green-movement in America. Being eco-friendly has
become very popular and trendy in the last few years, and driving a large, gas-gttzzling
SIfV goes against the mere thouglrt of being environmentally conscious. I also believe
that er young Americans, even with a recent horrific stock market
crash,w will eontinue
to be consumers rather than savers. When that new SJSU grad is ,r#r{rou a year and
his own rent, he wants to show girls at the bar how successful he is. I think European
automakers targeting the younger crowd is a very smart move.
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Much like how many new products are created from ideas, the Hubbard lawn
mower was built by a team who recognizedthatthere was something they needed that
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wasn't available. Furthermore, because it wasn't available, they felt there was an invisible
market they could corner. As they began Tesearchins an{imalvzinf the market, Crrant
&
DavidHubbardperformedatypicalSwoTanalysi1Myanalyzedthe
market for their proposed product's strengths, weaknesses, opportunities, and lastly
threats their product would face. The Hubbard team found that their mower had several strengths to their competition, including an ease of service and maneuverability, comfort, and safety. They also offered an optional grass-handling system
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grass
clippings directly into a plastic bag rather than having the consumer physiual+y pick up
the grass by hand. With any free market and competition, one will face weaknesses compared to their competitors. They faced fierce competition from other manufactur$ through a wider assortment of products offered, better distribution, beffer promotion
&
research, and lastly a lower price. However, there were opportunities that Hubbard could
still take advantage of because the marketing team of Hubbard felt their mower was a "jack of all trades" mower, and could be effectively used in any sized yard instead of one
market segment. They could also sell to the business market, where high quality and
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durability is valued above low price. Once the product was put into effect, they could face
several threats, including competitors saturating the business market, a lower,than-
expected sales revenue due to loss of sales or lorver-priced mowers, and even their competitors putting out a similar product with the same multi-segment target market the Hubbard team has their eye on.
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Bus 130 lntroduction to Marketing Quiz Number 1 - Fall 2009
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The question was how much physical volume of sales drop before net profits would
be less than
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in volume of sales. If XYZ Supermarkets sales dropped 4Yobtt they raised their price by
7o/o,lhey could
still afford to have a net operating profit of over $ 10,000 ($ 10,800 to be
specific). If the companies sales dropped 9%obut raised their prices lyo,XYZ Supermarkets would find themselves with a net operating loss of $700.
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Section:
INTRODUCTION TO MARKETING
Business 130 Fall Semester 2009 14 October 2009 Midterm Examination
Answer the following questions in complete sentences. Use a pen, and write on only one side of each page. Use 8 1/z x 11" paper only. Write your name on the top right corner of each page.
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1.
Describe the "marketing mix", and what each factor
means. 41,
2. You are the newest member of the Marketing Department. Your boss requests that you research the potential market in the U,S. for a possible new line of patio furnilure. What steps do you take? Give specific hypothetical exam rr""b ,i*,jrrt
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As the economy continues in a slump and Americans rre continuffito watch how they spend their money, generic brands are becoming more popular.Caily. I analyzed two
items$@m
the generic
ericansrdvitrr
familiefuy weekly:
2
goru*$ruoers. Specifically, I looked at
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Go
andthe Pepsi brand, both in two liter bottles. Go 2 Cola is
pricedat$0.83whilePepsi,stwoliterbottlen-s"rfuat$1.69.@,I
looked at Safeway's generic Mom To Mom brand of size 5 diapers (27 diapers per box) sold at $7.99, and Pampers size 5 (27 diapers per box) sold at $9.99.
N^'nl"Iligfo- -y
a
50%o
experience, I would say that Pepsi (a national brand) is sold with
gross profit margin of the retail price, so Safeway makes $0.85 gross profit per bottle
sold. However, I would say that the generic brand is marked up substantially more. My experience is that generic branded items are sold with65YotoT5Yo gross profit margin, so that leaves Safeway with a profit of $0.62 to $0.54 per bottle sold of generic Go 2 Cola.
If I apply the same mark up concept to the diapers as I did Cola, that would
leave
Safeway with a profit of $4.99 per box of Pampers sold and $5.19 to $5.99 of profit for every
box of generic diapers sold. Unfortunately, I could not get actual percentages or wholesale costs from Safeway. However, I worked in a small, family-owned bike shop
forl
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exposed
daly to
the actual costs of items and their retail prices. This is how I came up with the percentages.
I'm extremely frugal when it
comes to shopping, and
will continue to be; this
does
not change my shopping habits. However, there will always be specific items I will pay name
brand for. Not because of the brand narne, but because the national brands usually offer a higher quality version to their basic version, such as Charmin Basic & Charmin UltraSoft
toilet paper.
Bus 130-14 &
-15 lntroduction to Marketing
Quiz Number
3
4 November 2009
the top right corner of each paqe.
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What is the difference between a "distributor" and a "sales representative"?
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h 3. Describe three different approaches to establish a promotional budget.
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