市场营销 IE+notes_Ch02_Marketing+Strategy

Chapter ThreeInteractive Exercise – Marketing Strategy Instructions for the Professor:Overview:The purpose of this exercise is to help students extend their conceptual knowledge of the strategic marketing planning process, specifically as it relatesto the broad types of strategies that a firm might choose to pursue.For each of the four strategic opportunities, students are shown statements describing marketing actions undertaken in the context of specific brands. Students are expected to select the statement description that best illustrates the particular type of strategic opportunity that is under consideration.Concept Review:The overwhelming purpose behind strategic marketing planning is to match a firm’s capabilities, resources, and ob jectives to attractive opportunities that the firm is in a position to successfully capitalize upon. SWOT analysis is the preferred method of identifying and evaluating opportunities in light of the strengths and weaknesses of the firm, and the environmental forces that may influence the success or failure of the venture. While many firms will pursuemore than one type of strategic opportunity concurrently, it is useful to distinguish the four basic types of opportunities in terms of their similarities and differences. The strategic opportunities discussed below represent the four combinations of A) present vs. new products, and B) present vs. new markets. It may be worth reminding students that “market” in this context refers to groups of consumers / businesses with a basic shared need, or new and untapped geographic locations. “New” products are those that are new to the company and are not restricted to first time product innovations that essentially create a new product categorywithin an industry.Market penetration (present product; present market) occurs when a company undertakes various actions designed to encourage current customers to buy, consume, or in the case of charities – contribute more.Market Development (present product, new market) occurs when a firm attempts to expand sales by targeting a new user market with an existing product. Twokey methods of implementing this strategy include 1) selling an existing productto a new geographic market in which the firm currently does not conduct business, and 2) marketing new uses of existing products to new users.Product Development (new product, present market) occurs when new or improved products are developed for present markets. Restaurants frequently undertake product development when they introduce new menu items or menu lines.Diversification (new product, new market) is typically considered to be the riskiest opportunity of the four, as it requires a company to move into a totally new line of business while marketing to a new market. Risk is greater as the company’s lack of expertise and experience in both the product (industry, competition, production process, perhaps distribution channels, etc.) and market (targeted consumers, needs, buying habits, perhaps methods of reaching consumers) leaves greater potential for error.Using the Exercise:Initial Screen1. Slide one uses a replication of exhibit 3-2 to introduce the fourtypes of strategic opportunities.The interactive exercises are meant to be involving and fun for students. As you begin the exercise, you might lighten the moodand grab students’ attention by means of phrases such as:“{student name}, come on down! You’re the first contestant to playour game today!”The professor then asks the student volunteer to choose any one of the four opportunities.The professor clicks on the portion of the strategic opportunity matrix representing the student’s selection.Next Screen2. The screen pertaining to the selected strategic opportunityappears.The professor reads the descriptions to the class.The professor then asks students to select the statement that exemplifies the strategic opportunity being investigated, and clickson the letter that corresponds to the student’s response.If the wrong response is given, a buzzer will sound, and the letter designating the incorrect answer will turn red. For details related toright and wrong answers, refer to the ANSWERS ANDEXPLANATION section below.The selection process is repeated until the correct answer ischose n, and a cash register “Ch-ching!” sound is heard. The slideautomatically transitions back to the expanded initial screen asdescribed below in step 3.Expanded Initial Screen with Correct Example3. The four strategic opportunities are shown, with modifications.Exhibit 3-2 is updated.i. The opportunity that was previously chosen is displayed in adifferent color to indicate that it has already beeninvestigated and cannot be reselected.ii. The answer that correctly illustrates an application of thatstrategic opportunity is now listed in the appropriateproduct/market grid cell.The remaining strategic opportunities transition briefly.The professor asks for a student volunteer to select from the three remaining types of opportunity, and clicks on the table cellcorresponding to that student’s choice.Next Several Screens4. The procedures described in steps 2 and 3 are repeated untilall strategic marketing opportunity types have been examined. Final Screen5. The final screen displays each form of strategic opportunityaccompanied by the correct statement describing marketingactions that provide that opportunity.6. The professor clicks the indicated icon to end the exercise. NOTE:Clicking the “X” at any time will end the exercise.Answers and ExplanationsMARKET PENETRATIONAnswer A: INCORRECT, BUT DEBATIBLEThis one is rather tricky. While the majority of people who purchase TVGuide do so for its functional value, there has always existed a small group who collects TV Guide for the sake of collecting. TV Guide’s strategy ofpublishing multiple covers is probably best described as an attempt todevelop and grow a market that has existed, but has traditionally beenignored. Students may argue that A) TV Guide is actually following a market penetration strategy since collectors existed prior to its implementation and offering multiple covers encourages this group to buy more, or B) that it is actually an example of product development, since the cover is different. Asa counterpoint, the instructor can point out that the new covers are simply ameans by which a new use (collecting) is being satisfied, and that promoting new uses for existing products is a means of market development. Theproduct itself (contents within the TV Guide) do not change, only the cover.Useful discussion can be generated as a result of differing points of view. Answer B: CORRECT!Promotions have always been an excellent means of penetrating the market.Until the recent scandal, McDonald’s “Monopoly” promotion was the most successful of the company’s games.Answer C: INCORRECTThe development of a new product by a company known as an ice cream manufacturer does not qualify as market penetration. Firms pursuing amarket penetration strategy do not alter the product being sold, or the market to which is targeted.Answer D: INCORRECTThis is an example of product development by Dr. Pepper.MARKET DEVELOPMENTAnswer A: INCORRECTDeveloping a new product outside current areas of expertise for a new market (mechanics, do-it-yourselfers) is an example of diversification.Answer B: INCORRECTThis example features a new, rather than existing product, and thus does not qualify as market development.Answer C: CORRECTOffering existing products to a new geographic market never before served is an example of market development. International expansion, or domestically expanding distribution to new regions of the U.S. qualifies as marketdevelopment. As previously noted, developing new uses for existing products that satisfy different needs is a second form of market development. Answer D: INCORRECTA local bank that develops its own Internet service division is not only servinga new national market, it is also venturing into a new line business outside ofits area of expertise. Pursing this opportunity would be an example of a bank engaging in diversification.PRODUCT DEVELOPMENTAnswer A: INCORRECTThe Lean Cuisine example is best classified as diversification, as it would require new suppliers, production facilities, channels of distribution,advertising, etc., in order to service what is essentially a new market viaproducts new to the company.Answer B: INCORRECTFrito-Lay has decided to take advantage of a Market Developmentopportunity by introducing snack food to the Russian market.Answer C: CORRECTRC is developing a line of fruit flavored ice tea beverages for their existing market of beverage consumers. Perhaps RC is attempting to better satisfy the needs of caffeine drinkers who don’t care for carbonated beverages, and prefer the taste of fruit to cola. The drinks will be made available through traditional distribution channels (grocery, convenience, mass merchandise) and can be produced through existing production processes; beverageproduction and marketing represents a core competency of the firm rather than a new business, so capitalizing upon this opportunity would NOT be considered an example of diversification.Answer D: INCORRECTThe product has not changed, just the suggested usage – an example of market development.DIVERSIFICATIONAnswer A: INCORRECTIncreasing the amount or rate of giving among current donors is an example of market penetration.Answer B: INCORRECTThis example best corresponds with the strategy of product development. Answer C: INCORRECTThis example best corresponds with the strategy of product development. Answer D: CORRECTSaudi Arabia is clearly a new market for Coors, as religious convictionstypically forbid the consumption of fermented beverages such as beer among the Saudi; hand-held power tools represent a business far removed from Coors current brewing operations.。