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MARSHA GĂ“MEZ GOMEZ ____________
MARKETING ____________
EXCERSISES
APPLICATION EXCERSISES Understanding the differences among the various marketing management philosophies is the starting point for understanding the fundamentals of marketing. From reading the chapter, you may be convinced that the market orientation is the most appealing philosophy and the one best suited to creating a competitive advantage. Not all companies, however, use the market orientation. And even companies that follow it may not execute well in all areas.
18-07-2016 ____________
APPLICATION EXERCISE 1.
Visit your local grocery store and go through the cereal, snack-food, and dental hygiene aisles. Go up and down each aisle slowly, noticing how many different products are available and how they are organized on the shelves. a. Cereal: They are separated by brand and price. The price is the filter that determines the position on the shelf. The lowest price, it is in the highest shelf, whereas the most expensive cereal, is on the lowest shelf.
b.
Snack-Food: Are arranged by brand and each accommodate the most expensive products of this brand in the middle, cheaper products placed above the shelf and all the others placed down the shelf.
c.
2.
Dental Hygiene aisles: In this supermarket only sell the Colgate Brand. The lowest price, it is in the highest shelf, whereas the most expensive cereal, is on the lowest shelf.
Count the varieties of product in each product category. For example, how many different kinds of cereal are on the shelves? How many different sizes? Do the same for snack food and toothpaste. a. Cereal: - All the brands have three different sizes. - The kinds of cereal are: i. Jack’s ii. Quaker iii. Nestle iv. Kellogg’s v. Post vi. Sabemas vii. McCollum’s viii. Briggen ix. Miller’s x. Great Value b. Snack-Food: - All the brands have many different sizes, but the most are in three different sizes. - The kinds of Snacks are: i. Del Volcano ii. Pro iii. Tosty iv. Sabemas v. Soldanza
vi. vii. viii. ix. x. xi. xii. xiii. xiv. xv. xvi. xvii. xviii. xix. xx. xxi. xxii.
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The Corn Party Riba’s Yummi’s Jack’s La Tica Diana Lay’s Snyder’s Pringles ActII Fritos Ruffles GraNuts Cashita’s La Guaria Rumba Fabiola
c. Dental Hygiene aisles: Colgate have three different sizes. The Only brand is: i. Colgate
3.
Now try to find a type of product in the grocery store that does not exhibit such variety. There may not be many. Why do you think there are enough kinds of cereals to fill an entire aisle (and then some), but only a few different types of, say, peanut butter? Can this difference be explained in terms of marketing management philosophy (peanut butter manufacturers do not follow the marketing concept) or by something else entirely? a. The Cereal is part of the Costa Rican basic basket, so there is so much variety, prices and sizes. Other products are not necessary, but nevertheless there are many people who want them, as is the example of snacks, because the marketing they have created has made people want to eat snacks, on the other hand, not many people buy products such as peanut butter because the impact of the different kind of sale is very low.
4.
Have you ever wanted to see a particular kind of cereal or snack food on the shelf? Think of product varietals (like grapefruit-flavored toothpaste or peanut butter-covered popcorn) that you have never seen on the shelf but would be interested in trying if someone would make it. Write a letter or send an e-mail to an appropriate company, suggesting that it add your concept to its current product line. a.
I want to brush my teeth with a strawberry-flavored or limon-flavored toothpaste, because to that these fruit contribute to the whitening natural.
18-07-2016
Dear Mr. XXX: I am writing this letter to inform you of a new product wich I believe will interest you. We have just introduced a new Toothpaste, Colgate. The strawberry-flavored and limon-flavored toothpaste. I believe in this new products because the strawberry and the limon fruit contribute to the whitening natural. Inform your self and I will pleased to visit your premises to give you a demonstration. Call me at 84340111. If I may be of any service to you.
Sincerely,
Marsha Gรณmez, Invenio GML University.
MARKETING PLAN EXERCISE 1.
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6. 7. 8.
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What is your mission? - Love and Live mission is to provide the finest in natural supplements using the internet to lower the consumer’s cost. We exist to attract and maintain customers. When we adhere to this maxim, everything else will fall into place. Our services will exceed the expectation of our customers. What are your strengths and weaknesses? - Love and Live network will be the number one in research methodology and efficiency to improve and develop own existing products. - Re-designed online store, not only ambience creates customer attraction, but also online story selling to enhance emotional connection. - Increased awareness of organic, and ecofriendly products. - We want Strong Customer Community Slower distribution. Because is faster go to a store and buy directly rather than buying online. What are your objectives? - Bring the product to market, raise awareness of the product and gain a foothold in a highly competitive market. What is your target market? - Showing how the product is more beneficial, has better ingredients or delivers faster results than the competitor’s similar product is the target marketing message. You are the product. How can you best present yourself? - Translate your message into prospect benefits, because the people buy benefits, not features. - Make the product or service available to important influencers as a first step. Influencers can be friendly customers, prospects, or even bloggers who have an sizable online presence. - Seed the social space with “Leaks”. Target people who are naturally eager to learn about your offering. What about place? - The Love and Live place will be on internet because will have the best chances of survival. How will you promote yourself? Think carefully about pricing issues, including salary, commission, bonuses, overtime, flexible time, insurance, and other benefits. What is a fair price for you? - More than $ 2,000 per month And finally, how will you implement your plan? - First, I have to communicate with my staff - I have to know my end goal - My Satff and me have to monitor our progress - We have to make adjustments - Develop contingency plans - We can seek expert advice