Download Marketing Exercises 2

MARKETING EXERCISES 2
SWOT ANALYSIS
A SWOT analysis is used to conduct a general and quick examination of a firm’s current
status so it can identify its position in the market and likely directions for the future. It
involves looking at the internal strengths and weaknesses (punti di forza ed elementi di
debolezza) of a business and the external opportunities and threats (opportunità e
minacce). The analysis is usually laid out in 4 boxes as shown, under the four headings.
I/E
Strengths
Opportunities
Weaknesses
Threats
A competitor has a new, innovative product or service.
A developing market such as the Internet.
A new competitor in your home market.
A new international market.
Any other aspect of your business that adds value to your
product or service.
Competitors have superior access to channels of
distribution.
Damaged reputation.
Lack of marketing expertise.
Location of your business.
Mergers, joint ventures or strategic alliances.
Moving into new market segments that offer improved
profits.
Poor quality goods or services.
Price wars with competitors.
Quality processes and procedures.
Taxation is introduced on your product or service.
Undifferentiated products or services (i.e. in relation to
your competitors).
MARKETING RESEARCH
1. Fill in the gaps using the following words:
Collecting opportunities customer findings performance function
"Marketing research is the ________that links the consumer,____________ , and public to
the marketer through information - information used to identify and define marketing
_____________ and problems; generate, refine, and evaluate marketing actions; monitor
marketing___________; and improve understanding of marketing as a process. Marketing
research specifies the information required to address these issues, designs the methods for
___________ information, manages and implements the data collection process, analyzes,
and communicates the ____________and their implications."
American Marketing association - Official Definition of Marketing Research
2. Put the following steps of marketing research in the right order
Collecting and analysing data
Formulate findings
Establishing the research design
Defining the research problem
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3. Brochure Requests
This was found out by customer questionnaires. It will help to find out the most effective
places and publications to promote a hotel. Work out the percentages of all items:
Website
103
Recommended
59
Don’t know
55
M&S Magazine
33
Been before
30
Local
21
Internet
20
Good Housekeeping
15
Financial Times
18
Other
30
4. Underline secondary data:
press, government statistics, asking people to say where they found out about the
hotel, specialist publications, casual research (eg competitor analysis),
BTA/English Tourist Board data/research, customer questionnaires in rooms,
internet, local authorities
MARKET SEGMENTATION AND TARGETING
5. Write the definition of MARKET SEGMENTATION:
6. After having segmented a market in different segments, how do companies usually target a
particular segment?
7. True & False
Marketing is getting the right product to the right
person
TRUE
FALSE
Segmentation is when you then target one or more
groups of customers
TRUE
FALSE
Age is a way of segmenting your market
TRUE
FALSE
Middle managers, accountants, teachers, lawyers,
doctors are a possible segmentation of your market
TRUE
FALSE
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8. Geographical segmentation
Divide into significant geographical units your:
Region (Tuscany):
Province (Florence):
9. Musical taste segmentation
10. Make your own segmentation
Segmentation is not just about making segments by customers' ages or income. It can,
and is often, based on other factors such as:
 Where people live
 Gender
 Social group
 Lifestyle
Referring these factors to the following subjects, define:
a student from Florence,
a lawyer from New York,
a mother of three children from Paris,
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MARKETING MIX
11. skim pricing or premium pricing: what are we talking about?
12. What pricing is used for fast moving consumable goods (fmcg's)
13. What is a voucher scheme? Search on the Internet
14.
Fill in the gaps


Although marketing is consumer-orientated, the main aim is still to be ______________
A good marketing manager will try to ______________ their product (ie make their
product stand out against similar competitive brands).
Whatever pricing decision is made, the most important factor is to ______________
Making it as easy as possible for the customer to buy the product will help
______________


15.
Robert Lauterborn (Lauterborn, R. 1990) claims that each of these variables should
also be seen from a consumer's perspective. This transformation is accomplished by
converting the 4P’s in the 4C’s. Match P’s and C’s correctly
THE FOUR P’s
Product
Price
Promotion
Place
16.
THE FOUR C’s
Communication
Convenience
Customer solution
Cost to customer
Glossary – Complete the glossary with the Italian corresponding words
Ciclo di vita del prodotto, Confezionamento , Consapevolezza, Schiettezza-chiarezza ,
Posizionamento, Pubblicità, Ricavi delle vendite, Lancio
English
Italian
product life cycle
Launch
Positioning the way a product, service or company is advertised in a
particular part of the market so that it appears different from others; the way that
people think about a product, service or company:
sales revenue
Awareness
Packaging
Advertising
Directness
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17.
PRODUCT Life Cycle
Comment on the following diagram
18.
Cross-out the correct stage reference

Products become more profitable
(Introduction – Growth – Maturity – Decline – Withdrawal

it is important to heavily promote
(Introduction – Growth – Maturity – Decline – Withdrawal

At this point there is a downturn in the market
(Introduction – Growth – Maturity – Decline – Withdrawal

Marketers may also put added value onto their product
(Introduction – Growth – Maturity – Decline – Withdrawal
19.
What was the best graded answer and why in response to the Examiner’s
Product Lifecycle question?
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PRICE
20.
The following equality is a supply function for a certain product
quantity = price
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Complete the table below and draw the supply diagram
Quantity Price
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20
maximum quantity at seller's disposal = 100
21.
Match the methods of pricing with their definitions:
Ways to price a product
Economy Pricing
Premium Pricing
Price Skimming
Penetration Pricing
Definition of pricing methods
The price charged for products and services is
set artificially low in order to gain market share
The cost of marketing and manufacture are kept
at a minimum
Use a high price where there is a uniqueness
about the product or service
Charge a high price because you have a
substantial competitive advantage
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