Notesale: Turn your study into money

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Part – 1 Case Study
Question no
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Every organization focuses on building a long-term relationship with its
customers and Rani has built a very good relationship with the customers, sharing the
mailing list for direct mail promotion will not only destroy the relationship between Rani
and its customers but also make them uncomfortable, make them feel that their information
has been leaked
...
For example; It has been proven that spas and
hot tubs are better for people with high blood pressure and arthritis thus Rani can write
about the benefits of spas in their quarterly newsletters and suggest Soothing waters hot
tubs and spas as the best alternative
...

In this way, Rani pharmaceuticals and Soothing waters both can get more customers, with
no need to share confidential information about them, customers don’t feel cheated or
uncomfortable, and at the same time, both companies can safeguard the interest of their
shareholders as well
...
2 Do you think it is ethical to use customer information across multiple
divisions of the same company? Explain
...
However,
there are several national, international, and regional level laws that not only protect
customer data but also provide guidance on how data can be processed, transferred,
limitations, and purpose of use
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In the US there are several Federal and state-level laws like;
The Health Insurance Portability and Accountability Act (HIPAA), The Fair Credit
Reporting Act (FCRA), The Electronic Communications Privacy Act (ECPA), and many
others that protect customer data
...


Question no
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There are different kinds of marketing philosophies that companies follow to run their
businesses
...

But in the case of Soothing waters, I would like to suggest a marketing concept marketing
philosophy to be followed for its marketing strategy as it is customer-centric, focuses on
fulfilling the customer’s needs, and builds a long-term relationship with them which
increases profitability in the future
...
As we all know, research has shown that 70% of spa-goers are
women
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Part – 2 Review Questions
Question no
...
He has
decided not to write a marketing plan because he thinks that preparing such a document
would take too long
...
Explain why it is important for him to write a plan
anyway
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No matter if
you are in a hurry or even if you have secured funding from anyone
...

A marketing plan not only helps to market products or services but also aids to identify a
target market, and how the product or service can benefit them, works as a basis for all
sorts of marketing activities in an organization
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Question no
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The company, Shur Snak, is growing, and this
is the first time that the company has ever employed a marketing manager
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Outline a basic marketing plan for your
boss to give her an idea of the direction you want to take the company
...
First of all, I would do a marketing survey to find out consumer
needs, what consumer thinks about the products of Shur snacks, what they are expecting
from Shur snacks, and what our competitors are doing
...
Then after accessing and analyzing all the needed
information, I will outline a basic marketing plan to give my boss an idea of the direction
of the company I want to lead through the following points
...

Product
Shur snacks will develop 4 different varieties of snacks depending on the consumer’s
choice to penetrate the market
...
The snacks produced
by Shur will be ready–to–eat in 4 different varieties, Basically, the niche consumers will
be the people of the 15-25 years age group, who wants to have delicious snacks, which are
very easy and quick to prepare
...

Positioning
Given the competition, our focus will be on building the most preferred, affordable
varieties of Shur snacks
...

Pricing
As mentioned earlier, we are planning to put our snacks as affordable, thus the price will
be affordable to everyone, as it is a low-level product
...

Promotion
To reach to every consumer, we will be promoting our products via different digital
platforms, TV ads endorsed by a celebrity, and putting sign boards at different places on
main highways
...
20,00,000 for a year
...
3 You are given the task of deciding the marketing strategy for a
transportation company
...
If I am assigned to develop
marketing strategies based on the target market provided above for a transportation
company it will be as follows:
(a) Low-income workers without personal transportation
In the case of the target market of low-income workers, the service provided by the
transportation should be available at a very reasonable price as they couldn’t afford to pay
more
...
The marketing mix will look like this:
Product: Bus or light rail service
Price: Inexpensive or free
Place: Inner city and outskirts

Promotion: Billboards
(b) Corporate international business travelers
As the target market is corporate international business travelers, the company needs to
provide high-end, luxury traveling facilities to the business class people with a price
variation which could bring a profit to the traveling company
...
The marketing mix for this category will
look like this:
Product: High-speed jet service with laptop and telephone hookups, conference tables
Price: High
Place: International airports in densely populated business centers around the world
Promotion: Corporate print publications, direct mail
(c) Companies with urgent documents or perishable materials to deliver to
customers
The marketing mix for the target market of companies with urgent documents or perishable
materials to deliver to customers needs to have high mobility of the vehicle and the lowest
cost
...
The prices vary with the shipping of goods,
to the customers with respect to time
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4 How are Coke and Pepsi using their websites, http://www
...
com and
http://www
...
com, to promote their newest product offerings? Do you see hints of
any future strategies the companies might implement? Where?
Coke and Pepsi are using their websites to reach the target market, differentiate themselves
from each other, and promote their newest product offering as well
...

Coke’s website gives more information about its current product country-wise, it is more
focused on promoting what it has now
...
I can make a guess after seeing Pepsi’s
website that it is more focused on cleaning its tag as a sugary drink that causes obesity
...

Coke has used its website to promote its other products such as mineral waters, and coffee
and has a different section country-wise but a few of them don’t work
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In coke’s website, it’s hard to predict their future strategies but I can surely say that they
will be another big player in the coffee and purified drinking water market
...

Question no
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This sometimes includes a description of
the company, what it does, and its objectives
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Everything you do as a company should work toward your
mission
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What your company does?
2
...
Why your company does what it does?
Some of the examples of the best mission statements are as follows;

A bad mission statement of a business is a statement that includes things that shouldn’t be
included
...
The bad mission
statement includes buzzwords, grammatical errors, more-than two sentences, contains
unattainable goals
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To improve the bad mission statement and create a masterpiece, these things should be kept
in mind
...

2
...

4
...

6
...
6 It is sometimes said that ethics hold a person to higher standards than
laws
...

Ethics is based on well-founded standards of right and wrong that prescribe what humans
ought to do, usually in terms of rights, obligations, benefits to society, fairness, or specific
virtues
...

Ethics are the values that show us the difference between right and wrong
...
But rather ethics is a code of conduct that a person sets
for himself either by practicing or by adopting certain principles
...

Thus, sticking to the law is easy but sticking to ethics or ethically being correct is not easy,
hence when individual sticks to ethical policies or practices ethical theories, it gives him
higher standards in society
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Question no
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Ethics and morals relate to “right” and “wrong” conduct
...
g
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Morals refer to an
individual’s own principles regarding right and wrong
...


Ethics focuses on the decision-making process for determining right and wrong, which
sometimes is a matter of weighing the pros and cons of competing values, and in interest,
morality is a code of behavior usually based on religious tenets, which often inform our
ethical decisions
...
One’s own internal compass
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Ethics deals with codes of conduct set by policies in the workplace and morality is the
standards that we individually set for ourselves in regards to right and wrong
...
Morality is something one
feels intuitively
...
Morality is an established code that can be used
to judge behavior
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What we “ought” to do
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Relationship between Ethics and Morality
Many people use morals and ethics interchangeably
...
The definition of morals
will reference ethics in a circular definition; the same goes for ethics
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Ethics transcends
culture, religion, and time
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Basic morality condemns murder, adultery, lying, and stealing
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Question no
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The management of most companies recognizes and reacts to international marketing
opportunities, uses effective marketing strategies, and is aware of threats from foreign
competitors in all markets
...


Moreover, a global vision enables a manager to understand that customer and distribution
networks operate worldwide, blurring geographic and political barriers and making them
increasingly irrelevant to business decisions
...
9 What are the major barriers to international trade? Explain how
government policies may be used to either restrict or stimulate global marketing
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Trade barriers are thus essentially interventions in markets
that happen to operate internationally
...

The different government around the globe use their policies to either stimulate or restrict
global marketing depending upon the situation
...

A few months before the oil embargo on Russia fueled the rise in the price of petroleum
and its byproduct
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Question no
...

An exchange rate is a rate at which one currency will be exchanged for another currency
and affects trade and the movement of money between countries
...
In September
2022, the exchange rate from U
...
Dollars to Nepalese Rupees was 129
...
129
...

Exchange rate changes affect businesses by changing the cost of supplies that are purchased
from a different country, and by changing the demand for their products from overseas
customers
...
1000 in Nepal, and a USbased company wants to import 10000 pairs of that shoes, Let’s say today’s exchange rate
is $ 1 equals to NRs
...
In this case, the US company has to pay only (10000*1000/110),
$90,910
...
127
...

For the US company, they are getting shoes at a cheaper price $12,170 cheaper than the
previous price
...

In the example above, we can see how changes in the exchange rate have benefitted or can
create losses for a company in global trade deals
...


Question no
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Why? Support your answer with an example from your own
experience
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Because for different products you use different ways of thinking
...
20, Do you spend hours thinking and researching the product?
Surely not, because most of the time people don’t think much about what they are buying
unless it is going to cost them more or buying a high-value item such as a house, or a car
...
For the products cars, they may think
more at first and hardly shift from one to another, in this kind of purchase their decision
may remain constant till some limits
...

In my case, I used to buy only Samsung mobile phones, now I prefer budget mobile phones
of any brand which gives more value to me
...
12 Why is relationship or personal selling the best way to promote business
marketing?
Personal selling happens when companies and business firms send out their salesmen to
use the sale force and sell the products and services by meeting the consumer face–to–face
...

Some examples of personal selling are sales presentations, demonstrations, door-to-door
selling, retail selling, reference selling, and others
...
It’s an expensive technique
because the proceeds of the person-to-person sales must cover the salary of the sales
representative - on top of all the other costs of doing business
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Most often companies use personal selling when their products or
services are highly technical, specialized, or costly - such as complex software systems,
business consulting services, homes, and automobiles
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Question no
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Write a memo to your boss describing how the company could
benefit from implementing a CRM system and some ideas for collecting data from
customers in an innovative way
...

A Customer Relationship Management (CRM) system helps manage customer data
...
Cloud-based CRM systems offer complete mobility
...
By using this information, we can set up relevant promotions
for different groups and execute them at the right time
...
By pinpointing important information such as
the revenue generated, leads, as well as results of marketing campaigns, we'll be able to
easily generate reports
...

Thus, I would like to request you give us permission to implement a new CRM system in
our organization
...

Looking forward to your cooperation
...
14 Mercedes is thinking about advertising its cars to college students
...

But even if they are willing to buy it, they couldn’t afford to buy a high-end luxury car like
the Mercedes as they are just students who haven’t started to work or have regular income
thus, they can’t make payments to buy a Mercedes
...
This means that advertising to that
market segment is not likely to be successful
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Question no
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This can help you to understand more about the market you're operating in
and enable you to make informed strategic decisions so that you can improve your market
position and gain a competitive edge
...
Outperforming the competition requires a more complete and, accurate picture of the
market and what the competitors are doing
...
Second, intelligence is the ability to use that information to win
...

A good intelligence system enables one to think about the market and competitors in a
systematic, organized manner
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That’s why competitive intelligence is so hot in today’s market because it gives your
business the information it needs to be successful
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Question no
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What marketing
strategies have led to its success?
Retail businesses sell items or services to customers for their consumption, use, or pleasure
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Examples of retail businesses include clothing, drug, grocery, and convenience stores
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It is a chain convenience store located inside Kathmandu valley and has 65 outlets spread
across Kathmandu, Bhaktapur, and Lalitpur
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Most
importantly, the 4Ps are the reason for it
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Product – The items you can find at any outlet of Bigmart are the items that we
need for day-to-day uses
...

2
...
It offers groceries, vegetables, and everything else at a very
reasonable price
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3
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This makes most housewives
easier to go to Bigmart and buy anything they want from 6 am in the morning to 10
pm at the night
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Promotion – Bigmart does very simple and easy promotions
...

Besides the 4Ps, their placing of products, attractive displays, customer behavior, festival
discounts, and promotional plans are the things that led Bigmart to the great success it’s
enjoying these days
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17 What is a promotional strategy? Explain the concept of competitive
advantage in relation to promotional strategy
...
Some of the promotional strategies are personal
selling, traditional advertising, direct marketing, social media marketing, and others
...

By understanding, and promoting such an advantage, companies can win a greater amount
of market share
...

If communicated well, a competitive advantage can be a very strong promotional strategy
...
To gain a competitive advantage, a product must be rare, valuable, inimitable,
and, organized
...
Apple uses its competitive advantage in its
promotional strategy which enables them to be the most preferred mobile phone brand in
the world, despite being very expensive in the countries like Nepal, India, and others
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18 Explain the role of supply and demand in determining price
...
Demand and supply represent the willingness of buyers and sellers to engage in
buying and selling
...

In the image, we can see that the buyers and sellers are
willing to exchange Quantity Q at the Price P
...
The price
determination depends equally on supply and demand
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In such a situation, consumers
would choose to pay higher by seeing the rise in price the
supplier will supply more encouraged by the rise in price
...
Similarly, if the price is above
P there will be a higher supply than demand, sellers willing to sell for a lower price, and
buyers will be induced by a lower price and again demand and supply are going to balance
at the Price P and quantity Q
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19 What do you think is the future of mobile technology? How do you think
mobile technology will change people’s daily lives? How will it change marketing?
I think mobile phones have become an essential part of our everyday life
...
I believe that the future
of the mobile phone will be more promising than ever with the advancement in AI, 5G,
wireless technology, and foldable, bendable, and holographic displays
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Even these days, we
can do many things such as online payments, shopping, and getting services virtually
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It will be mini-computers
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We can call anyone anytime, and make
payments, capture moments, shop online, don’t need to spend time in malls, using social
media can reach anyone in the world, share information and knowledge, and do many other
things
...

Due to mobile phone technology, nowadays people spend more time on phones than any
other things
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Using mobile phones people are living in the virtual world more than in the physical thus,
we have to change the marketing mix these days and focus more on social media marketing

not on traditional
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Question no
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Advertising is paid promotion of the services and products of your business whose purpose
is to boost sales
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However, both techniques are used by companies as promotional tools to enhance their
businesses
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I think that advertising and publicity
both can be used together sometimes and sometimes not depending upon the message the
company wants to communicate
...
" Most of the time, they work synergistically and reinforce one another, but
there are exceptions
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But, in the meantime, the IPR study author Bruce Jeffries-Fox suggests, "that
partnerships between media relations and advertising would save money and pack a bigger
punch, Messages from both worlds combine in the minds of consumers
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Question no
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How does the
implementation of supply chain management result in enhanced customer value?
Supply chain management is the handling of the entire production flow of a good or
service, starting from the raw materials all the way to delivering the final product to the
consumer
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This will put you in a great position to predict
demand and also make moves accordingly
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Collaboration
Another underlying benefit of the supply chain is that it adds up to the wonderful
coordination of all the business entities in delivering the final product to your end
customers
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As a result, your business can enjoy greater profits and stay ahead of the
competition
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It directly dictates the two most vital parts of
customer satisfaction: price and delivery
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This provides
maximum customer value
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22 Choose a product category (e
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, blue jeans), and identify at least three
different brands and their respective positioning strategies
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The three brands I looked at were
Nike, Addidas, and New Balance
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Nike’s
Web site was very global friendly
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The options were all laid out in a neat fashion, which was easy to navigate through
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They also had a Nike + running section
where there was information about events and training tips
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When shopping you
could see all the prices and they have a wide range of pricing, making it easy for anyone to
afford their shoes
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The Addidas store also laid out the Web site by
sport
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Addidas also uses the product user positioning base because they cater to
different age ranges
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The New Balance Website
was very flashy
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They had prices
listed on the Web site with a range of prices
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You could also look up the
products by narrowing your choices by areas like technology and features

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