Question 1

Discuss the role of packaging in a firm's total product offer.

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Question 2

From a marketing management perspective, what is the meaning of a total product offer? What are the important elements in the total product offer of your college or university?

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Question 3

When managing the promotion mix, marketers are utilizing technology to deliver important information directly to the customer. For example, during the spring planting season, Home Depot and Lowes added QR codes to plants. When scanned with a mobile app, customers could make better buying decisions. The bar code offered information on planting time, watering schedule, and other pertinent tips on each plant. Home Depot even ran a commercial to let its customers know how it was using technology to assist them with their spring planting decisions. Whether using new promotional methods or traditional promotional methods, Home Depot:

Accepted Answer

Home Depot utilized a pull strategy by directing its messages to consumers through the use of QR codes on plants, allowing them to make more informed buying decisions. The commercial also aimed to inform consumers about the use of technology to assist them with planting decisions.

Question 4

Mini-Case
The Xer-Wise Corporation manufactures and markets high quality home exercise equipment. The firm has just developed a new piece of equipment that top executives believe will be a big seller if promoted correctly. The new product uses a system of adjustable weights that can be arranged in various ways to allow the user to perform exercises that tone all major muscle groups. Additionally, unlike other strength building machines, this equipment also incorporates a recumbent bicycle to provide a complete cardio workout. The entire piece of equipment is easy to assemble, and when not in use it can be folded into a compact unit that is easy to store. A group of fitness experts have tested the equipment and have provided rave reviews. Company executives believe that this product, called the MuscleMaster, will appeal to busy young adults living in relatively small apartments. Melody Fitt and Tom Trym have been assigned the responsibility of developing a promotion mix for this product. The team of Fitt and Trym is convinced that they can develop a successful promotion mix for this outstanding product.
-Tom and Melody are considering the extensive use of ads in fitness magazines and a direct mail campaign targeted at people who have bought other products made by Xer-Wise. Since these messages are geared directly to customers, it is clear that Tom and Melody want to implement a _________ strategy.

Accepted Answer

The use of ads in fitness magazines and a direct mail campaign targeted at Xer-Wise customers are both examples of pull strategies, in which the goal is to create demand for the product among end-users, rather than pushing it through intermediaries like retailers. This makes sense given that the target market for the MuscleMaster is busy young adults living in small apartments, who are likely to be the end-users themselves rather than relying on salespeople or other intermediaries to make purchasing decisions.

Question 5

Mini-Case
The Xer-Wise Corporation manufactures and markets high quality home exercise equipment. The firm has just developed a new piece of equipment that top executives believe will be a big seller if promoted correctly. The new product uses a system of adjustable weights that can be arranged in various ways to allow the user to perform exercises that tone all major muscle groups. Additionally, unlike other strength building machines, this equipment also incorporates a recumbent bicycle to provide a complete cardio workout. The entire piece of equipment is easy to assemble, and when not in use it can be folded into a compact unit that is easy to store. A group of fitness experts have tested the equipment and have provided rave reviews. Company executives believe that this product, called the MuscleMaster, will appeal to busy young adults living in relatively small apartments. Melody Fitt and Tom Trym have been assigned the responsibility of developing a promotion mix for this product. The team of Fitt and Trym is convinced that they can develop a successful promotion mix for this outstanding product.
-Before they look at specific promotional tools, Melody and Tom agree that they want a promotion mix that is both comprehensive and unified. They want to use all of the promotional tools at their disposal to create a consistent message that promotes a favorable product image. Melody and Tom want to implement a(n):

Accepted Answer

Melody and Tom want to use all the promotional tools at their disposal to create a consistent message that promotes a favorable product image. An integrated marketing communication program (IMC) is a comprehensive and unified promotion mix that combines all the promotional tools to create a coordinated message promoting a product. Therefore, the best choice is option B). An internal marketing program focuses on motivating and satisfying employees, a multilevel market coordination plan coordinates the promotional efforts of different levels of distribution channels, and a stakeholder response communication system focuses on communicating with stakeholders during a crisis or negative event.

Question 6

You are assigned the responsibility to prepare a promotional campaign for a new allergy relief drug produced by the New England Pharmaceutical Corporation. Outline the highlights of applying both (a) a pull strategy and (b) a push strategy.

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Question 7

Mini-Case
The Xer-Wise Corporation manufactures and markets high quality home exercise equipment. The firm has just developed a new piece of equipment that top executives believe will be a big seller if promoted correctly. The new product uses a system of adjustable weights that can be arranged in various ways to allow the user to perform exercises that tone all major muscle groups. Additionally, unlike other strength building machines, this equipment also incorporates a recumbent bicycle to provide a complete cardio workout. The entire piece of equipment is easy to assemble, and when not in use it can be folded into a compact unit that is easy to store. A group of fitness experts have tested the equipment and have provided rave reviews. Company executives believe that this product, called the MuscleMaster, will appeal to busy young adults living in relatively small apartments. Melody Fitt and Tom Trym have been assigned the responsibility of developing a promotion mix for this product. The team of Fitt and Trym is convinced that they can develop a successful promotion mix for this outstanding product.
-Tom and Melody have decided to work together to write a news release that describes the benefits of MuscleMaster and cites the rave reviews of the fitness experts who have already tried the equipment. They intend to send the release to a list of columnists who write in fitness magazines or have health and fitness columns in newspapers, hoping that some of these writers will include information about the MuscleMaster in their articles. Tom and Melody hope to utilize:

Accepted Answer

Tom and Melody are utilizing a publicity strategy by writing a news release and sending it to columnists with the hope that they will include information about the MuscleMaster in their articles. Publicity is a form of non-personal communication where a product or service is mentioned in the media without payment. It is a commonly used tool in promoting new products, and in this case, it is being used to create awareness for the MuscleMaster among potential customers.

Question 8

CarGo uses its website to target car parts stores and car owners and tell them of the benefits of using their long-lasting spark plugs. CarGo apparently uses the Internet:

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Question 9

Explain why you agree or disagree with the following statement:
"Marketing intermediaries must charge a high enough price for the functions they perform to earn a profit. Therefore, the cost of distributing goods can almost always be reduced by eliminating marketing intermediaries from the channel of distribution."

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Question 10

The Maryland Department of Travel and Tourism promotes tourism in the state by sending travel agents and bus tour companies information about the state's many attractions. The hope is that by stimulating interest in tour and travel agents, they will in turn encourage their customers to visit Maryland. This example represents a ________ promotional strategy.

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Question 11

Explain how publicity differs from advertising. What are the advantages and disadvantages of publicity in a firm's promotion strategy?

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Question 12

Your company has developed a new kind of nutritious snack food and you are part of a team created to develop the promotion mix for the new product. Your specific task on this team is to determine the sales promotion activities of the promotion mix. Identify and describe several possible sales promotion activities the firm could use to promote the new snack food.

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Question 13

What is a wholesaler? Describe the difference between merchant wholesalers and agents and brokers.

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Question 14

Mini-Case
The Xer-Wise Corporation manufactures and markets high quality home exercise equipment. The firm has just developed a new piece of equipment that top executives believe will be a big seller if promoted correctly. The new product uses a system of adjustable weights that can be arranged in various ways to allow the user to perform exercises that tone all major muscle groups. Additionally, unlike other strength building machines, this equipment also incorporates a recumbent bicycle to provide a complete cardio workout. The entire piece of equipment is easy to assemble, and when not in use it can be folded into a compact unit that is easy to store. A group of fitness experts have tested the equipment and have provided rave reviews. Company executives believe that this product, called the MuscleMaster, will appeal to busy young adults living in relatively small apartments. Melody Fitt and Tom Trym have been assigned the responsibility of developing a promotion mix for this product. The team of Fitt and Trym is convinced that they can develop a successful promotion mix for this outstanding product.
-Xer-Wise markets and promotes its products to consumers online. Melody and Tom are considering a more aggressive approach to generate enthusiasm for the MuscleMaster over the Internet. They have discussed offering young adults free T-shirts and special discounts on Xer-Wise equipment if they will agree to hype the benefits of the MuscleMaster on Facebook. They are even considering setting up a program in which customers get commissions for directing friends to the Xer-Wise website. If they adopt these strategies, Tom and Melody would be utilizing:

Accepted Answer

The strategies discussed by Melody and Tom involve using social media platforms like Facebook to generate buzz about the MuscleMaster. They are incentivizing young adults to share their positive experiences with the product, in the hope that this will create a viral effect and lead to increased sales. This approach is characteristic of viral marketing, which relies on word-of-mouth or social media sharing to spread the promotional message.

Question 15

Retail distribution strategies can take three different forms. Identify the three forms and give examples of products that would be marketed using each strategy.

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Question 16

What is a brand? What is a brand name? What is meant by brand equity?

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Quiz 21: Managing the Marketing Mix: Product, Price, Place and Promotion