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Description‫المملكة العربية السعودية‬
‫وزارة التعليم‬
‫الجامعة السعودية اإللكترونية‬
Kingdom of Saudi Arabia
Ministry of Education
Saudi Electronic University
Department of Business Administration
College of Administrative and Financial Sciences
Assignment- 2
Marketing Management (MGT 201)
Due Date: 18th February 2023 @ 23:59
Course Name: Marketing Management
Student’s Name:
Course Code: MGT201
Student’s ID Number:
Semester: 2nd
CRN:
Academic Year:
For Instructor’s Use only
Instructor’s Name:
Students’ Grade: Marks Obtained/Out of 15
2022-23
Level of Marks: High/Middle/Low
General Instructions – PLEASE READ THEM CAREFULLY
•
•
•
•
•
•
•
•
The Assignment must be submitted on Blackboard (WORD format only) via allocated folder.
Assignments submitted through email will not be accepted.
Students are advised to make their work clear and well presented, marks may be reduced for
poor presentation. This includes filling your information on the cover page.
Students must mention question number clearly in their answer.
Late submission will NOT be accepted.
Avoid plagiarism, the work should be in your own words, copying from students or other
resources without proper referencing will result in ZERO marks. No exceptions.
All answered must be typed using Times New Roman (size 12, double-spaced) font. No
pictures containing text will be accepted and will be considered plagiarism).
Submissions without this cover page will NOT be accepted.
Learning Outcomes:
1.
2.
3.
Outline an understanding of the global competitive environment and the changing marketing practices.
(CLO-2)
Demonstrate the ability to formulate marketing strategies that incorporate psychological and sociological
factors which influence consumer’s decision. (CLO-3)
Develop critical and analytical thinking necessary to overcome challenges and issues of marketing in the
changing global environment. (CLO-4)
Critical Thinking
Max Marks-15
Reading required: – Read Chapter 10, 11, 15 and 17 carefully and then answer the following
questions based on your understanding.
1. Grocery chains such as Abdullah Al-Othaim Markets track consumers’ purchasing habits
through store loyalty cards like Iktisab. These cards collect purchasing data and build consumer
profiles. How can grocers like Abdullah Al-Othaim Markets use these data to create value for
the firm and consumers?
Chapter-10. (4 Marks) (Minimum 150 words)
2. Identify a specific brand of your choice from the local market that has developed a high level
of brand equity. What specific aspects of that brand establish its brand equity? Critically
examine based on the concepts discussed in Chapter-11. Chapter-11 (4 Marks) (Minimum
150 words)
3. Coupons and rebates benefit different distribution channel members. Which would you prefer
if you were a manufacturer, a retailer, and a consumer and why? Explain based on the concepts
discussed in Chapter-15.
Chapter-15 (3 Marks) (Minimum 150 words)
4. Some argue that retailers can be eliminated from the distribution channel because they only
add costs to the final product without creating any value-added services in the process. Do you
agree with this viewpoint? Are consumers likely to make most purchases directly from
manufacturers in the near future? Provide justification for your answers based on the concepts
discussed in Chapter-17.
Chapter-17 (4 Marks) (Minimum 150 words)
Important Notes: •
•
•
For each question, you need to answer not in less than 150 Words.
Support your answers with course material concepts, principles, and theories from the
textbook and scholarly, peer-reviewed journal articles etc.
Use APA style for writing references.
Good Luck
Answers
1.
2.
3.
4.
Because learning changes everything.®
Chapter 10
Marketing Research
Copyright 2022 © McGraw Hill LLC. All rights reserved. No reproduction or distribution without the prior written consent of McGraw Hill LLC.
Learning Objectives
Learning Objective 10.1 Identify the five steps in the marketing research
process.
Learning Objective 10.2 Describe the various secondary data sources.
Learning Objective 10.3 Describe the various primary data collection
techniques.
Learning Objective 10.4 Summarize the differences between secondary
research and primary research.
Learning Objective 10.5 Identify the 5 Vs of big data.
Learning Objective 10.6 Examine the characteristics of marketing
analytics.
Learning Objective 10.7 Examine the circumstances in which collecting
information on consumers is ethical.
© McGraw Hill LLC
3
Marketing Research
© McGraw Hill LLC
4
Exhibit 10.1: The Marketing Research Process
Access the text alternative for slide images.
© McGraw Hill LLC
5
Step 1: Defining Objectives
and Research Needs
What information is needed to answer specific
research questions?
How should that information be obtained?
© McGraw Hill LLC
6
Step 2: Designing the Research
Determine type
of research
needed to obtain
data.
Identify type of
data needed.
© McGraw Hill LLC
Shutterstock / Gorodenkoff
7
Step 3: Collecting the Data
Secondary Data
•
Collected prior to the start of the research project.
•
External as well as internal data sources.
Primary Data
•
Collected to address specific research needs.
•
Examples: focus groups, in-depth interviews, surveys.
•
Sample: Choose a group of customers who represent
the customers of interest and generalize their opinions
to the market segment.
© McGraw Hill LLC
8
Step 4: Analyzing the Data
and Developing Insights
Converting data into
information that is
useful in making more
effective marketing
decisions.
Tom Davenport Interview on Business Analytics
© McGraw Hill LLC
Gorodenkoff/Shutterstock
9
What Insights Can You Develop by
Analyzing this Data?
EXHIBIT 10.3 Survey Results for McDonald’s and Wendy’s
Access the text alternative for slide images.
© McGraw Hill LLC
McGraw-Hill Global Education Holdings, LLC
10
Step 5: Developing and Implementing an
Action Plan
© McGraw Hill LLC
11
PROGRESS CHECK (1 of 7)
1. What are the steps in the marketing research
process?
2. What is the difference between data and
information?
© McGraw Hill LLC
12
Secondary Data
A marketing research project often begins with a
review of the relevant secondary data.
© McGraw Hill LLC
Shutterstock / Iakov Filimonov
13
Exhibit 10.4: External Secondary Data
Syndicated Data and Some of Their Services (1 of 2)
Name
Services Provided
Nielsen
(http://www.nielsen.com)
With its Market Measurement Services, the company
tracks the sales of consumer packaged goods, gathered at
the point of sale in retail stores of all types and sizes.
IRI
(http://www.iriworldwide.com)
InfoScan store tracking provides detailed information about
sales, share, distribution, pricing, and promotion across a
wide variety of retail channels and accounts.
JD. Power and Associates
(http://www.jdpower.com)
Widely known for its automotive ratings, it produces quality
and customer satisfaction research for a variety of
industries.
NDP Group
(www.npd.com)
Based on detailed records consumers keep about their
purchases (i.e., a diary), it provides information about
product movement and consumer behavior in a variety of
industries.
Access the text alternative for slide images.
© McGraw Hill LLC
14
Exhibit 10.4: External Secondary Data
Syndicated Data and Some of Their Services (2 of 2)
Name
Services Provided
NOP World
(http://www.nopworld.com)
The mKids US research study tracks mobile
telephone ownership and usage, brand affinities,
and entertainment habits of American youth
between 12 and 19 years of age.
Table divided into two columns summarizes continuation of syndicated
Research and Markets
Promotes itself as a one-stop shop for market
data
providers
and
some
of
their services.
column
headers
are
(http://www.researchandmarkets. research
and data The
from most
leading
publishers,
marked from left to right as:consultants,
name andand
services
com)
analysts.provided.
Roper Center for Public Opinion
Research
(http://www.ropercenter.uconn.ed
u)
© McGraw Hill LLC
The General Social Survey is one of the nation’s longest
running surveys of social, cultural, and political indicators.
15
External Secondary Data
Scanner Data
Data from scanner readings
of UPC labels at checkout.
Provided and sold by
leading research firms:
• IRI.
• Nielsen.
Information helps firms
assess what is happening in
the marketplace.
© McGraw Hill LLC
jamie_cross/123RF
16
PROGRESS CHECK (2 of 7)
1. What is the difference between panel and scanner
data?
© McGraw Hill LLC
17
Primary Data Collection Techniques
EXHIBIT 10.5 Qualitative versus Quantitative Data Collection
Access the text alternative for slide images.
© McGraw Hill LLC
18
Observation
Examining purchase and consumption behaviors
The Brave New World of Shopper-Tracking Technology
Access the text alternative for slide images.
© McGraw Hill LLC
19
In-Depth and Focus Group Interviews
In-Depth interviews
• Trained researchers ask questions
one-on-one with a customer.
• Expensive and time-consuming.
Focus group interviews
• Small group of 8 to 12 people with
a trained moderator.
• Now often take place online.
• Unstructured; qualitative data about
new or existing products or
services.
© McGraw Hill LLC
Although relatively expensive, in-depth interviews
can reveal information that would be difficult to
obtain with other methods.
Wdstock/E+/Getty Images
20
PROGRESS CHECK (3 of 7)
1. What are the types of qualitative research?
© McGraw Hill LLC
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Survey Research
The use of surveys or questionnaires.
The most popular type of quantitative primary data
collection method.
A document that features a set of questions
designed to gather information from respondents
that will lead to more effective marketing decisions.
© McGraw Hill LLC
22
Survey Research Structured vs.
Unstructured Questions
EXHIBIT 10.6 Structured versus Unstructured Response
© McGraw Hill LLC
McGraw-Hill Global Education Holdings, LLC
23
Exhibit 10.7: What to Avoid When Designing a
Questionnaire (1 of 2)
Issue
Good Question
Bad Question
Avoid questions the
When was the last time
respondent cannot easily you went to the grocery
or accurately answer.
store?
How much money did
you spend on groceries
last month?
Avoid sensitive
questions unless they
are absolutely
necessary.
Do you take vitamins?
Do you dye your gray
hair?
Avoid double-barreled
questions, which refer to
more than one issue with
only one set of
responses.
1. Do you like to shop for Do you like to shop for
clothing?
clothing and food?
2. Do you like to shop for
food?
© McGraw Hill LLC
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Exhibit 10.7: What to Avoid When Designing a
Questionnaire (2 of 2)
Issue
Good Question
Avoid leading questions,
which steer respondents
to a particular response,
irrespective of their true
beliefs.
Please rate how safe
you believe a BMW is on
a scale of 1 to 10, with 1
being not safe and 10
being very safe.
Avoid one-sided
questions that present
only one side of the
issue.
To what extent do you
believe fast food
contributes to adult
obesity using a five-point
scale?
1: Does not contribute
5: Main cause
© McGraw Hill LLC
Bad Question
BMW is the safest car on
the road, right?
Fast food is responsible
for adult obesity:
Agree/Disagree
Source: Adapted from A. Parasuraman, Dhruv Grewal, and R. Krishnan, Marketing Research, 2nd ed. (Boston: Houghton Mifflin, 2007), Ch. 10.
25
Panel‐ and Scanner‐Based Research
Can be either
secondary or primary
data.
New Balance
encourages people to
join its panel known
as the “New Balance
Tester Community” to
help in the process of
designing new
sneakers.
© McGraw Hill LLC
WAYHOME studio/Shutterstock
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Experimental Research
Systematically
manipulates one or more
variables to determine
which variables have a
causal effect on other
variables.
Can also be used on
social media.
State Bicycle Co. devised experiments to test the efficacy of
several ads to determine which contests and offerings on its
home page would attract visitors who were likely to buy.
© McGraw Hill LLC
Source: State Bicycle Co.
27
Hypothetical Pricing Experiment for
McDonald’s
EXHIBIT 10.8 Hypothetical Pricing Experiment for McDonald’s
1
2
3
4
5
Market
Unit Price
Market Demand
at Price (in Units)
Total Revenue
(Col. 1 × Col.2)
Total Cost of Units Sold ($300,000
Fixed Cost + $2.00 Variable Cost)
Total Profits
(Col. 3 – Col. 4)
1
$4
200,000
$800,000
$750,000
$100,000
2
5
150,000
750,000
600,000
150,000
3
6
100,000
600,000
500,000
100,000
4
7
50,000
350,000
400,000
(50,000)
© McGraw Hill LLC
28
Exhibit 10.9: Advantages and Disadvantages of
Secondary and Primary Research (1 of 2)
Type
Examples
Advantages
Disadvantages
Secondary
Research
•
•
•
•
•
•
•
•
Census data
Sales invoices
Internet information
Books
Journal articles
Syndicated data
•
Saves time in
collecting data
because they are
readily available.
Free or inexpensive
(except for
syndicated data)
•
•
•
•
© McGraw Hill LLC
May not be
precisely relevant to
information needs.
Information may
not be timely.
Sources may not be
original, and
therefore
usefulness is an
issue.
Methodologies for
collecting data may
not be appropriate.
Data sources may
be biased.
29
Exhibit 10.9: Advantages and Disadvantages of
Secondary and Primary Research (2 of 2)
Type
Examples
Advantages
Disadvantages
Primary
Research
•
•
•
•
•
•
•
•
•
•
© McGraw Hill LLC
Observation
Focus groups
In-depth interviews
Social media
Surveys
Experiments
•
Specific to the
immediate data
needs and topic at
hand
Offers behavioral
insights generally
not available from
secondary research
Costly
Time-consuming
Requires more
sophisticated
training and
experience to
design study and
collect data.
30
PROGRESS CHECK (4 of 7)
1. What are the types of quantitative research?
© McGraw Hill LLC
31
Big Data
Big data incorporates multiple sources of data.
Changes in marketing research because of:
• Increase in amount of data.
• Ability to collect data from transactions, CRM, social
media, websites.
• Ease of collecting and storing data.
• Computing ability to manipulate data.
• Access to software to convert data into decision-making
insights (Amazon, SAP, Splunk, GoodData, Google
Analytics.
© McGraw Hill LLC
32
Internal Secondary Data
© McGraw Hill LLC
33
Exhibit 10.10: The 5 Vs of Big Data
Access the text alternative for slide images.
© McGraw Hill LLC
34
PROGRESS CHECK (5 of 7)
1. What are the 5 Vs of big data?
© McGraw Hill LLC
35
Marketing Analytics
Firms can access big
data that contain billions
of pieces of customer
information and
purchase histories from
many different sources
in a variety of types and
sizes.
Marketing analytics is
used to make sense out
of these data.
© McGraw Hill LLC
To make marketing mix decisions, HSN gathers
data across a wide range of points of contact,
including multiple televised channels, catalog and
phone sales, and digital links.
Source: HSN, Inc.
36
Marketing Decisions
Marketing analytics can be used to make marketing decisions that
span all the elements of a firm’s current or planned marketing
strategy, including the following.
• How to Make Marketing Mix Decisions.
• How to Determine Which Segments to Target.
• How to Understand and Manage Those Customer Segment.
• How to Create Micro-Segmentation Strategies at a Local Level.
© McGraw Hill LLC
37
Tools and Methods (1 of 2)
Descriptive Analytics Tools
Help firms organize, tabulate, and
depict their available data, usually
in easy-to-understand reports,
tables, and charts.
Predictive Analytics Tools
Rely on historically available data to
forecast the future, such as what is
predicted to happen to a firm’s
product sales in the next month,
next quarter, next year, and so on.
© McGraw Hill LLC
38
Tools and Methods (2 of 2)
Prescriptive Analytics Tools
Analyses that use simulations,
which ask a series of what if–type
questions, and optimization
techniques to find the most effective
or best result, which help firms
better understand what they should
do
Active Analytics Tools
Artificial intelligence algorithms
used to analyze input gathered
from various data bases including
data from the Internet of Things
(IoT).
© McGraw Hill LLC
39
PROGRESS CHECK (6 of 7)
1. What decisions can be made using marketing
analytics?
2. What are the four broad categories of marketing
analytics tools and methods?
© McGraw Hill LLC
40
The Ethics of
Using Customer Information
© McGraw Hill LLC
41
AMA Ethical Guidelines for Conducting
Marketing Research
1. Prohibits selling or fund-raising under the guise of
conducting research.
2. Supports maintaining research integrity by avoiding
misrepresentation or omission of pertinent research
data.
3. Encourages the fair treatment of clients and
suppliers.
Insights Association Code of
Standards and Ethics
© McGraw Hill LLC
42
What Would You Do?
Aaron, a marketing
researcher:
• Just finished giving a
successful presentation to
a major client.
• The client has asked for a
list of companies that
participated in the study
and copies of all the
completed surveys.
© McGraw Hill LLC
ra2studio/123RF
43
Threats to Personal Information
Facial recognition software
Neuromarketing
Adapted from: Adam L. Penenberg, “NeuroFocus Uses Neuromarketing to Hack Your Brain,” Fast Company, August 8, 2011,
https://www.fastcompany.com/1769238/neurofocus-uses-neuromarketing-hack-your-brain Findings from neuromarketing studies
by NeuroFocus.
Access the text alternative for slide images.
© McGraw Hill LLC
44
PROGRESS CHECK (7 of 7)
1. Under what circumstances is it ethical to use
consumer information in marketing research?
2. What challenges do technological advances
pose for the ethics of marketing research?
© McGraw Hill LLC
45
Because learning changes everything.
®
www.mheducation.com
Copyright 2022 © McGraw Hill LLC. All rights reserved. No reproduction or distribution without the prior written consent of McGraw Hill LLC.
Because learning changes everything.®
Chapter 17
Retailing and Omnichannel
Marketing
Copyright 2022 © McGraw Hill LLC. All rights reserved. No reproduction or distribution without the prior written consent of McGraw Hill LLC.
Learning Objectives
Learning Objective 17.1 Discuss the four factors manufacturers
should consider as they develop their strategies for working
with retailers.
Learning Objective 17.2 Outline the considerations associated with
choosing retail partners.
Learning Objective 17.3 List the three levels of distribution intensity.
Learning Objective 17.4 Describe the various types of retailers.
Learning Objective 17.5 Describe the components of a retail strategy.
Learning Objective 17.6 Identify the benefits and challenges of
omnichannel retailing.
© McGraw Hill LLC
3
What is Retailing?
The set of business
activities that add value
to products and services
sold to consumers for
their personal or family
use.
Estée Lauder’s
subsidiary brand M·A·C
is introducing a new line
of mascara.
© McGraw Hill LLC
Ingram Publishing
4
Exhibit 17.1: Factors for Establishing a
Relationship with Retailers
Access the text alternative for slide images.
© McGraw Hill LLC
5
Choosing Retailing Partners
Channel Structure.
Customer Expectations.
Channel Member
Characteristics.
Distribution Intensity.
Most manufacturers like Coach use retailers
such as Macy’s.
© McGraw Hill LLC
Shutterstock/Creative Lab
6
Channel Structure
Degree of vertical
integration.
Strength of
manufacturers’ brand.
Relative power of
manufacturer and
retailer.
© McGraw Hill LLC
Because M·A·C is made by Estée
Lauder, when the new mascara is
introduced, the stores receive the new
line automatically.
Getty Images/iStockphoto
7
Exhibit 17.2: Coach and Cole Haan Distribution
Access the text alternative for slide images.
© McGraw Hill LLC
8
Channel Member Characteristics
Larger firms:
• Can gain more
control, be more
efficient, and save
money.
• Because Walmart is
the world’s largest
grocer, it buys direct
from the
manufacturer.
© McGraw Hill LLC
© McGraw-Hill Education/John Flournoy
9
Distribution Intensity
Intensive: outs products in
as many places as
possible.
Selective: relies on a few
selected retail customers
in a territory.
Exclusive: grants
exclusive geographic
territories.
© McGraw Hill LLC
Sheila Fitzgerald/Shutterstock
10
PROGRESS CHECK (1 of 3)
1. What issues should manufacturers consider
when choosing retail partners?
2. What are the differences among intensive,
exclusive, and selective levels of distribution
intensity?
© McGraw Hill LLC
11
Exhibit 17.3 Types of Retailers
Access the text alternative for slide images.
© McGraw Hill LLC
12
Food Retailers
Online
Grocery
Retailers
Warehouse
Clubs
Convenience
Stores
Limited
nonfood
Supermarket
combined with
a full-line
discount store
Limited
assortment
and little
service, low
prices
Customers
Limited
willing to pay
variety
more to order
Speedy check online and
out
have groceries
delivered
Differentiated
by number of
SKUs
Walmart,
Meijer,
K-Mart, Target
Costco,
Sams, BJ’s
Good
locations
Supermarkets
Supercenters
Instacart,
Amazon Prime
Fresh
Peapod.com
© McGraw Hill LLC
13
Online Grocery Retailers
The set of retailers
providing online
capabilities continues to
expand.
Companies seek to add
value to the grocery
channel by providing
delivery.
© McGraw Hill LLC
Shutterstock/RossHelen
14
General Merchandise Retailers
Department Stores
Broad variety and deep assortment
Full-line Discount
Broad variety at low prices
Specialty
Limited merchandise with service in small store
Drugstores
Specialty for pharmaceutical and health
Category Specialists
Extreme-value
Off-price
Big-box or category killers with narrow but deep
assortment
Full line, limited, very low prices
Inconsistent assortment of brand-name
merchandise at low prices
Access the text alternative for slide images.
© McGraw Hill LLC
15
Services Retailers
Firms that primarily sell
services rather than
merchandise are a large
and growing part of the
retail industry.
Service retailers, like this nightclub, sell services
rather than merchandise.
© McGraw Hill LLC
© Lane Oatey/Blue Jean Images/Getty Images
16
PROGRESS CHECK (2 of 3)
1. What strategies distinguish the different types of
food retailers?
2. What strategies distinguish the different types of
general merchandise retailers?
3. Are organizations that provide services to
consumers retailers?
© McGraw Hill LLC
17
Developing a Retail Strategy
Using the Six Ps: Product
Providing the right mix
of merchandise and
services that satisfies
the needs of the target
market.
Private-label or store
brands help retailers
distinguish themselves
from competition.
© McGraw Hill LLC
Target has about one dozen private-label lines in
its stores.
Jonathan Weiss/Shutterstock
18
Developing a Retail Strategy
Using the Six Ps: Price
Price defines the value of both the merchandise and
the service provided.
© McGraw Hill LLC
Shutterstock / Pearl Winchester
19
Developing a Retail Strategy
Using the Six Ps: Promotion
Retailers use a wide variety
of promotions, both within
their retail environment and
through mass and social
media.
© McGraw Hill LLC
kaisorn/Getty Images
20
Developing a Retail Strategy
Using the Six Ps: Place
Convenient location is a
key ingredient to
success.
Many customers choose
stores on the basis of
where they are located.
Great locations can
create a competitive
advantage.
© McGraw Hill LLC
Shutterstock/Lester Balajadia
21
Developing a Retail Strategy Using Two
Additional Ps: Presentation and Personnel
Presentation: Lighting, color, and music are used
to highlight merchandise and create a mood that will
attract the store’s target markets.
Personnel: Well-trained sales personnel can
influence the sale at the point of purchase.
© McGraw Hill LLC
22
Benefits of the Internet and
Omnichannel Retailing
• Deeper and broader selection.
• Personalization.
• Expanded market presence.
• Integrated CRM.
• Brand Image.
• Pricing.
• Supply Chain.
© McGraw Hill LLC
23
PROGRESS CHECK (3 of 3)
1. What are the components of a retail strategy?
2. What are the advantages of traditional stores
versus Internet-only stores?
3. What challenges do retailers face when
marketing their products through multiple
channels?
© McGraw Hill LLC
24
Because learning changes everything.
®
www.mheducation.com
Copyright 2022 © McGraw Hill LLC. All rights reserved. No reproduction or distribution without the prior written consent of McGraw Hill LLC.

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Description‫المملكة العربية السعودية‬ ‫وزارة التعليم‬ ‫الجامعة السعودية اإللكترونية‬ Kingdom of Saudi Arabia Ministry of Education Saudi Electronic University Department of Business Administration College of Administrative and Financial Sciences Assignment- 2 Marketing Management (MGT 201) Due Date: 18th February 2023 @ 23:59 Course Name: Marketing Management Student’s Name: Course Code: MGT201 Student’s ID Number: Semester: 2nd CRN: Academic Year: For Instructor’s Use only Instructor’s Name: Students’ Grade: Marks Obtained/Out of 15 2022-23 Level of Marks: High/Middle/Low General Instructions – PLEASE READ THEM CAREFULLY • • • • • • • • The Assignment must be submitted on Blackboard (WORD format only) via allocated folder. Assignments submitted through email will not be accepted. Students are advised to make their work clear and well presented, marks may be reduced for poor presentation. This includes filling your information on the cover page. Students must mention question number clearly in their answer. Late submission will NOT be accepted. Avoid plagiarism, the work should be in your own words, copying from students or other resources without proper referencing will result in ZERO marks. No exceptions. All answered must be typed using Times New Roman (size 12, double-spaced) font. No pictures containing text will be accepted and will be considered plagiarism). Submissions without this cover page will NOT be accepted. Learning Outcomes: 1. 2. 3. Outline an understanding of the global competitive environment and the changing marketing practices. (CLO-2) Demonstrate the ability to formulate marketing strategies that incorporate psychological and sociological factors which influence consumer’s decision. (CLO-3) Develop critical and analytical thinking necessary to overcome challenges and issues of marketing in the changing global environment. (CLO-4) Critical Thinking Max Marks-15 Reading required: – Read Chapter 10, 11, 15 and 17 carefully and then answer the following questions based on your understanding. 1. Grocery chains such as Abdullah Al-Othaim Markets track consumers’ purchasing habits through store loyalty cards like Iktisab. These cards collect purchasing data and build consumer profiles. How can grocers like Abdullah Al-Othaim Markets use these data to create value for the firm and consumers? Chapter-10. (4 Marks) (Minimum 150 words) 2. Identify a specific brand of your choice from the local market that has developed a high level of brand equity. What specific aspects of that brand establish its brand equity? Critically examine based on the concepts discussed in Chapter-11. Chapter-11 (4 Marks) (Minimum 150 words) 3. Coupons and rebates benefit different distribution channel members. Which would you prefer if you were a manufacturer, a retailer, and a consumer and why? Explain based on the concepts discussed in Chapter-15. Chapter-15 (3 Marks) (Minimum 150 words) 4. Some argue that retailers can be eliminated from the distribution channel because they only add costs to the final product without creating any value-added services in the process. Do you agree with this viewpoint? Are consumers likely to make most purchases directly from manufacturers in the near future? Provide justification for your answers based on the concepts discussed in Chapter-17. Chapter-17 (4 Marks) (Minimum 150 words) Important Notes: • • • For each question, you need to answer not in less than 150 Words. Support your answers with course material concepts, principles, and theories from the textbook and scholarly, peer-reviewed journal articles etc. Use APA style for writing references. Good Luck Answers 1. 2. 3. 4. Because learning changes everything.® Chapter 10 Marketing Research Copyright 2022 © McGraw Hill LLC. All rights reserved. No reproduction or distribution without the prior written consent of McGraw Hill LLC. Learning Objectives Learning Objective 10.1 Identify the five steps in the marketing research process. Learning Objective 10.2 Describe the various secondary data sources. Learning Objective 10.3 Describe the various primary data collection techniques. Learning Objective 10.4 Summarize the differences between secondary research and primary research. Learning Objective 10.5 Identify the 5 Vs of big data. Learning Objective 10.6 Examine the characteristics of marketing analytics. Learning Objective 10.7 Examine the circumstances in which collecting information on consumers is ethical. © McGraw Hill LLC 3 Marketing Research © McGraw Hill LLC 4 Exhibit 10.1: The Marketing Research Process Access the text alternative for slide images. © McGraw Hill LLC 5 Step 1: Defining Objectives and Research Needs What information is needed to answer specific research questions? How should that information be obtained? © McGraw Hill LLC 6 Step 2: Designing the Research Determine type of research needed to obtain data. Identify type of data needed. © McGraw Hill LLC Shutterstock / Gorodenkoff 7 Step 3: Collecting the Data Secondary Data • Collected prior to the start of the research project. • External as well as internal data sources. Primary Data • Collected to address specific research needs. • Examples: focus groups, in-depth interviews, surveys. • Sample: Choose a group of customers who represent the customers of interest and generalize their opinions to the market segment. © McGraw Hill LLC 8 Step 4: Analyzing the Data and Developing Insights Converting data into information that is useful in making more effective marketing decisions. Tom Davenport Interview on Business Analytics © McGraw Hill LLC Gorodenkoff/Shutterstock 9 What Insights Can You Develop by Analyzing this Data? EXHIBIT 10.3 Survey Results for McDonald’s and Wendy’s Access the text alternative for slide images. © McGraw Hill LLC McGraw-Hill Global Education Holdings, LLC 10 Step 5: Developing and Implementing an Action Plan © McGraw Hill LLC 11 PROGRESS CHECK (1 of 7) 1. What are the steps in the marketing research process? 2. What is the difference between data and information? © McGraw Hill LLC 12 Secondary Data A marketing research project often begins with a review of the relevant secondary data. © McGraw Hill LLC Shutterstock / Iakov Filimonov 13 Exhibit 10.4: External Secondary Data Syndicated Data and Some of Their Services (1 of 2) Name Services Provided Nielsen (http://www.nielsen.com) With its Market Measurement Services, the company tracks the sales of consumer packaged goods, gathered at the point of sale in retail stores of all types and sizes. IRI (http://www.iriworldwide.com) InfoScan store tracking provides detailed information about sales, share, distribution, pricing, and promotion across a wide variety of retail channels and accounts. JD. Power and Associates (http://www.jdpower.com) Widely known for its automotive ratings, it produces quality and customer satisfaction research for a variety of industries. NDP Group (www.npd.com) Based on detailed records consumers keep about their purchases (i.e., a diary), it provides information about product movement and consumer behavior in a variety of industries. Access the text alternative for slide images. © McGraw Hill LLC 14 Exhibit 10.4: External Secondary Data Syndicated Data and Some of Their Services (2 of 2) Name Services Provided NOP World (http://www.nopworld.com) The mKids US research study tracks mobile telephone ownership and usage, brand affinities, and entertainment habits of American youth between 12 and 19 years of age. Table divided into two columns summarizes continuation of syndicated Research and Markets Promotes itself as a one-stop shop for market data providers and some of their services. column headers are (http://www.researchandmarkets. research and data The from most leading publishers, marked from left to right as:consultants, name andand services com) analysts.provided. Roper Center for Public Opinion Research (http://www.ropercenter.uconn.ed u) © McGraw Hill LLC The General Social Survey is one of the nation’s longest running surveys of social, cultural, and political indicators. 15 External Secondary Data Scanner Data Data from scanner readings of UPC labels at checkout. Provided and sold by leading research firms: • IRI. • Nielsen. Information helps firms assess what is happening in the marketplace. © McGraw Hill LLC jamie_cross/123RF 16 PROGRESS CHECK (2 of 7) 1. What is the difference between panel and scanner data? © McGraw Hill LLC 17 Primary Data Collection Techniques EXHIBIT 10.5 Qualitative versus Quantitative Data Collection Access the text alternative for slide images. © McGraw Hill LLC 18 Observation Examining purchase and consumption behaviors The Brave New World of Shopper-Tracking Technology Access the text alternative for slide images. © McGraw Hill LLC 19 In-Depth and Focus Group Interviews In-Depth interviews • Trained researchers ask questions one-on-one with a customer. • Expensive and time-consuming. Focus group interviews • Small group of 8 to 12 people with a trained moderator. • Now often take place online. • Unstructured; qualitative data about new or existing products or services. © McGraw Hill LLC Although relatively expensive, in-depth interviews can reveal information that would be difficult to obtain with other methods. Wdstock/E+/Getty Images 20 PROGRESS CHECK (3 of 7) 1. What are the types of qualitative research? © McGraw Hill LLC 21 Survey Research The use of surveys or questionnaires. The most popular type of quantitative primary data collection method. A document that features a set of questions designed to gather information from respondents that will lead to more effective marketing decisions. © McGraw Hill LLC 22 Survey Research Structured vs. Unstructured Questions EXHIBIT 10.6 Structured versus Unstructured Response © McGraw Hill LLC McGraw-Hill Global Education Holdings, LLC 23 Exhibit 10.7: What to Avoid When Designing a Questionnaire (1 of 2) Issue Good Question Bad Question Avoid questions the When was the last time respondent cannot easily you went to the grocery or accurately answer. store? How much money did you spend on groceries last month? Avoid sensitive questions unless they are absolutely necessary. Do you take vitamins? Do you dye your gray hair? Avoid double-barreled questions, which refer to more than one issue with only one set of responses. 1. Do you like to shop for Do you like to shop for clothing? clothing and food? 2. Do you like to shop for food? © McGraw Hill LLC 24 Exhibit 10.7: What to Avoid When Designing a Questionnaire (2 of 2) Issue Good Question Avoid leading questions, which steer respondents to a particular response, irrespective of their true beliefs. Please rate how safe you believe a BMW is on a scale of 1 to 10, with 1 being not safe and 10 being very safe. Avoid one-sided questions that present only one side of the issue. To what extent do you believe fast food contributes to adult obesity using a five-point scale? 1: Does not contribute 5: Main cause © McGraw Hill LLC Bad Question BMW is the safest car on the road, right? Fast food is responsible for adult obesity: Agree/Disagree Source: Adapted from A. Parasuraman, Dhruv Grewal, and R. Krishnan, Marketing Research, 2nd ed. (Boston: Houghton Mifflin, 2007), Ch. 10. 25 Panel‐ and Scanner‐Based Research Can be either secondary or primary data. New Balance encourages people to join its panel known as the “New Balance Tester Community” to help in the process of designing new sneakers. © McGraw Hill LLC WAYHOME studio/Shutterstock 26 Experimental Research Systematically manipulates one or more variables to determine which variables have a causal effect on other variables. Can also be used on social media. State Bicycle Co. devised experiments to test the efficacy of several ads to determine which contests and offerings on its home page would attract visitors who were likely to buy. © McGraw Hill LLC Source: State Bicycle Co. 27 Hypothetical Pricing Experiment for McDonald’s EXHIBIT 10.8 Hypothetical Pricing Experiment for McDonald’s 1 2 3 4 5 Market Unit Price Market Demand at Price (in Units) Total Revenue (Col. 1 × Col.2) Total Cost of Units Sold ($300,000 Fixed Cost + $2.00 Variable Cost) Total Profits (Col. 3 – Col. 4) 1 $4 200,000 $800,000 $750,000 $100,000 2 5 150,000 750,000 600,000 150,000 3 6 100,000 600,000 500,000 100,000 4 7 50,000 350,000 400,000 (50,000) © McGraw Hill LLC 28 Exhibit 10.9: Advantages and Disadvantages of Secondary and Primary Research (1 of 2) Type Examples Advantages Disadvantages Secondary Research • • • • • • • • Census data Sales invoices Internet information Books Journal articles Syndicated data • Saves time in collecting data because they are readily available. Free or inexpensive (except for syndicated data) • • • • © McGraw Hill LLC May not be precisely relevant to information needs. Information may not be timely. Sources may not be original, and therefore usefulness is an issue. Methodologies for collecting data may not be appropriate. Data sources may be biased. 29 Exhibit 10.9: Advantages and Disadvantages of Secondary and Primary Research (2 of 2) Type Examples Advantages Disadvantages Primary Research • • • • • • • • • • © McGraw Hill LLC Observation Focus groups In-depth interviews Social media Surveys Experiments • Specific to the immediate data needs and topic at hand Offers behavioral insights generally not available from secondary research Costly Time-consuming Requires more sophisticated training and experience to design study and collect data. 30 PROGRESS CHECK (4 of 7) 1. What are the types of quantitative research? © McGraw Hill LLC 31 Big Data Big data incorporates multiple sources of data. Changes in marketing research because of: • Increase in amount of data. • Ability to collect data from transactions, CRM, social media, websites. • Ease of collecting and storing data. • Computing ability to manipulate data. • Access to software to convert data into decision-making insights (Amazon, SAP, Splunk, GoodData, Google Analytics. © McGraw Hill LLC 32 Internal Secondary Data © McGraw Hill LLC 33 Exhibit 10.10: The 5 Vs of Big Data Access the text alternative for slide images. © McGraw Hill LLC 34 PROGRESS CHECK (5 of 7) 1. What are the 5 Vs of big data? © McGraw Hill LLC 35 Marketing Analytics Firms can access big data that contain billions of pieces of customer information and purchase histories from many different sources in a variety of types and sizes. Marketing analytics is used to make sense out of these data. © McGraw Hill LLC To make marketing mix decisions, HSN gathers data across a wide range of points of contact, including multiple televised channels, catalog and phone sales, and digital links. Source: HSN, Inc. 36 Marketing Decisions Marketing analytics can be used to make marketing decisions that span all the elements of a firm’s current or planned marketing strategy, including the following. • How to Make Marketing Mix Decisions. • How to Determine Which Segments to Target. • How to Understand and Manage Those Customer Segment. • How to Create Micro-Segmentation Strategies at a Local Level. © McGraw Hill LLC 37 Tools and Methods (1 of 2) Descriptive Analytics Tools Help firms organize, tabulate, and depict their available data, usually in easy-to-understand reports, tables, and charts. Predictive Analytics Tools Rely on historically available data to forecast the future, such as what is predicted to happen to a firm’s product sales in the next month, next quarter, next year, and so on. © McGraw Hill LLC 38 Tools and Methods (2 of 2) Prescriptive Analytics Tools Analyses that use simulations, which ask a series of what if–type questions, and optimization techniques to find the most effective or best result, which help firms better understand what they should do Active Analytics Tools Artificial intelligence algorithms used to analyze input gathered from various data bases including data from the Internet of Things (IoT). © McGraw Hill LLC 39 PROGRESS CHECK (6 of 7) 1. What decisions can be made using marketing analytics? 2. What are the four broad categories of marketing analytics tools and methods? © McGraw Hill LLC 40 The Ethics of Using Customer Information © McGraw Hill LLC 41 AMA Ethical Guidelines for Conducting Marketing Research 1. Prohibits selling or fund-raising under the guise of conducting research. 2. Supports maintaining research integrity by avoiding misrepresentation or omission of pertinent research data. 3. Encourages the fair treatment of clients and suppliers. Insights Association Code of Standards and Ethics © McGraw Hill LLC 42 What Would You Do? Aaron, a marketing researcher: • Just finished giving a successful presentation to a major client. • The client has asked for a list of companies that participated in the study and copies of all the completed surveys. © McGraw Hill LLC ra2studio/123RF 43 Threats to Personal Information Facial recognition software Neuromarketing Adapted from: Adam L. Penenberg, “NeuroFocus Uses Neuromarketing to Hack Your Brain,” Fast Company, August 8, 2011, https://www.fastcompany.com/1769238/neurofocus-uses-neuromarketing-hack-your-brain Findings from neuromarketing studies by NeuroFocus. Access the text alternative for slide images. © McGraw Hill LLC 44 PROGRESS CHECK (7 of 7) 1. Under what circumstances is it ethical to use consumer information in marketing research? 2. What challenges do technological advances pose for the ethics of marketing research? © McGraw Hill LLC 45 Because learning changes everything. ® www.mheducation.com Copyright 2022 © McGraw Hill LLC. All rights reserved. No reproduction or distribution without the prior written consent of McGraw Hill LLC. Because learning changes everything.® Chapter 17 Retailing and Omnichannel Marketing Copyright 2022 © McGraw Hill LLC. All rights reserved. No reproduction or distribution without the prior written consent of McGraw Hill LLC. Learning Objectives Learning Objective 17.1 Discuss the four factors manufacturers should consider as they develop their strategies for working with retailers. Learning Objective 17.2 Outline the considerations associated with choosing retail partners. Learning Objective 17.3 List the three levels of distribution intensity. Learning Objective 17.4 Describe the various types of retailers. Learning Objective 17.5 Describe the components of a retail strategy. Learning Objective 17.6 Identify the benefits and challenges of omnichannel retailing. © McGraw Hill LLC 3 What is Retailing? The set of business activities that add value to products and services sold to consumers for their personal or family use. Estée Lauder’s subsidiary brand M·A·C is introducing a new line of mascara. © McGraw Hill LLC Ingram Publishing 4 Exhibit 17.1: Factors for Establishing a Relationship with Retailers Access the text alternative for slide images. © McGraw Hill LLC 5 Choosing Retailing Partners Channel Structure. Customer Expectations. Channel Member Characteristics. Distribution Intensity. Most manufacturers like Coach use retailers such as Macy’s. © McGraw Hill LLC Shutterstock/Creative Lab 6 Channel Structure Degree of vertical integration. Strength of manufacturers’ brand. Relative power of manufacturer and retailer. © McGraw Hill LLC Because M·A·C is made by Estée Lauder, when the new mascara is introduced, the stores receive the new line automatically. Getty Images/iStockphoto 7 Exhibit 17.2: Coach and Cole Haan Distribution Access the text alternative for slide images. © McGraw Hill LLC 8 Channel Member Characteristics Larger firms: • Can gain more control, be more efficient, and save money. • Because Walmart is the world’s largest grocer, it buys direct from the manufacturer. © McGraw Hill LLC © McGraw-Hill Education/John Flournoy 9 Distribution Intensity Intensive: outs products in as many places as possible. Selective: relies on a few selected retail customers in a territory. Exclusive: grants exclusive geographic territories. © McGraw Hill LLC Sheila Fitzgerald/Shutterstock 10 PROGRESS CHECK (1 of 3) 1. What issues should manufacturers consider when choosing retail partners? 2. What are the differences among intensive, exclusive, and selective levels of distribution intensity? © McGraw Hill LLC 11 Exhibit 17.3 Types of Retailers Access the text alternative for slide images. © McGraw Hill LLC 12 Food Retailers Online Grocery Retailers Warehouse Clubs Convenience Stores Limited nonfood Supermarket combined with a full-line discount store Limited assortment and little service, low prices Customers Limited willing to pay variety more to order Speedy check online and out have groceries delivered Differentiated by number of SKUs Walmart, Meijer, K-Mart, Target Costco, Sams, BJ’s Good locations Supermarkets Supercenters Instacart, Amazon Prime Fresh Peapod.com © McGraw Hill LLC 13 Online Grocery Retailers The set of retailers providing online capabilities continues to expand. Companies seek to add value to the grocery channel by providing delivery. © McGraw Hill LLC Shutterstock/RossHelen 14 General Merchandise Retailers Department Stores Broad variety and deep assortment Full-line Discount Broad variety at low prices Specialty Limited merchandise with service in small store Drugstores Specialty for pharmaceutical and health Category Specialists Extreme-value Off-price Big-box or category killers with narrow but deep assortment Full line, limited, very low prices Inconsistent assortment of brand-name merchandise at low prices Access the text alternative for slide images. © McGraw Hill LLC 15 Services Retailers Firms that primarily sell services rather than merchandise are a large and growing part of the retail industry. Service retailers, like this nightclub, sell services rather than merchandise. © McGraw Hill LLC © Lane Oatey/Blue Jean Images/Getty Images 16 PROGRESS CHECK (2 of 3) 1. What strategies distinguish the different types of food retailers? 2. What strategies distinguish the different types of general merchandise retailers? 3. Are organizations that provide services to consumers retailers? © McGraw Hill LLC 17 Developing a Retail Strategy Using the Six Ps: Product Providing the right mix of merchandise and services that satisfies the needs of the target market. Private-label or store brands help retailers distinguish themselves from competition. © McGraw Hill LLC Target has about one dozen private-label lines in its stores. Jonathan Weiss/Shutterstock 18 Developing a Retail Strategy Using the Six Ps: Price Price defines the value of both the merchandise and the service provided. © McGraw Hill LLC Shutterstock / Pearl Winchester 19 Developing a Retail Strategy Using the Six Ps: Promotion Retailers use a wide variety of promotions, both within their retail environment and through mass and social media. © McGraw Hill LLC kaisorn/Getty Images 20 Developing a Retail Strategy Using the Six Ps: Place Convenient location is a key ingredient to success. Many customers choose stores on the basis of where they are located. Great locations can create a competitive advantage. © McGraw Hill LLC Shutterstock/Lester Balajadia 21 Developing a Retail Strategy Using Two Additional Ps: Presentation and Personnel Presentation: Lighting, color, and music are used to highlight merchandise and create a mood that will attract the store’s target markets. Personnel: Well-trained sales personnel can influence the sale at the point of purchase. © McGraw Hill LLC 22 Benefits of the Internet and Omnichannel Retailing • Deeper and broader selection. • Personalization. • Expanded market presence. • Integrated CRM. • Brand Image. • Pricing. • Supply Chain. © McGraw Hill LLC 23 PROGRESS CHECK (3 of 3) 1. What are the components of a retail strategy? 2. What are the advantages of traditional stores versus Internet-only stores? 3. What challenges do retailers face when marketing their products through multiple channels? © McGraw Hill LLC 24 Because learning changes everything. ® www.mheducation.com Copyright 2022 © McGraw Hill LLC. All rights reserved. No reproduction or distribution without the prior written consent of McGraw Hill LLC. Purchase answer to see full attachment

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