Professional Documents
Culture Documents
Questions:
- Multiple choice requiring memorization of key concepts or performance of a simple quantitative
analysis
- Short answer, testing practical application
Materials:
- Class lectures
- Cases
Pricing strategy and management
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Cases:
- What role can research (interviews, questionnaires, other data) play when determining pricing
- What considerations should firms take into account when establishing a pricing policy based on the
Springfield Nor`Easters case?
- How does one calculate potential ticket revenue per game?
- What pricing strategy should Nor`easters implement?
Integrated Marketing Communications and Promotion Strategy
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Case:
- What are push and pull strategies? When should firms use which strategy?
What do firms need to consider when establishing a promotional strategy (based on what you learned
from the Culinarian Cookware case)?
How does one evaluate the profitability of a price promotion?
In the Culinarian Cookware case, the profitability estimates differed between Brown and consultants.
Why? Who was right?
I may give you an example of a company and then ask what promotion should they run (on which
products, what discount rate should be offered, at what times and how frequently etc.)
What is supply chain management and what role does it play in marketing (e.g., how does it influence
marketing decisions)?
What is the objective of a supply chain? How is value interpreted?
What is the difference between efficient and responsive supply chains? When should firms use one vs.
the other?
What are the different channel configurations? When and why would firms choose to sell their products
through intermediaries?
When might direct channels be preferred to indirect?
What is your take on prison labor to be hired by corporations?
What factors do firms consider when selecting the best marketing channel?
What is the relationship between distribution and positioning/advertising, promotions, target audience,
and price?
What are intensive, selective, and exclusive distributions?
Be familiar with the Pen Again example and how their channel strategy influenced their products,
positioning, and pricing.
Cases:
- When expanding into a new channel, what should firms consider? (advantages, risks, channel partner
motivation, expertise, pricing, positioning, channel conflict, product mix). To answer this question you
can draw on the experience of Natureview Farm.
- In your opinion, why did not Natureview succeed at expanding into the supermarket channel using 8-oz.
product line but had to resort to a 32-oz product offering?
Corporate Social Responsibility
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What is CSR?
Can CSR lead to greater firm profitability, if so how? Consider supply chains, operations, compliance,
products and services. Also, name specific examples.
What is returns management and how can it generate profit for companies?
According to Dan Palotta, what is wrong about the way we think about charity?
Inbound Marketing
- What is inbound marketing and how does it differ from outbound marketing?
- What challenges arise when firms use only inbound marketing to generate sales?
- What is the customer funnel and how are new technologies influencing the way salespeople operate?