Marketing Assisgnment

Consider the ski resort satisfaction data we used in class (“satisfaction.sav” in Week 7 folder). This is data based on a survey of 500 users of a ski resort. In class we did part of the analysis. In this question you will be asked to redo some of the analysis and complete the rest. For part a), b) and c), write down your null and alternative hypotheses and then discuss the hypothesis testing results based on SPSS output. Please show your SPSS output for part a), b), and c).

A Votre Santé (AVS) is a family owned vineyard and winery in the Napa Valley California Area. The small independent winery, owned by Kay Aproveche, was started as an extension of the family’s grape growing business. A Votre Santé processed generic white grapes and chardonnay grapes into three types of wine: regular Chardonnay ($16), Chardonnay-Estate ($22), and a Blanc de Blanc ($11). In 2010, and 11.1% profit margin was earned on sales of $848,000. Kay was concerned the 2010 profit margin had declined from the 14% profit margin in 2009. Contribution, decision, and product profitability analyses were performed to better help

Marketing Plan: Your company has just developed a new sports drink that is in a container which will keep it cool for up to 6 hours.  Write a 3 page paper discussing how you would market the product.

Enjoying a good wine these days can be a daunting challenge. There are some terrific wine inventories popping up in our local grocery stores across the country. The more these wine inventories amass at some of the super shopping centers, the larger number of amateur wine consuirs there will be with questions of which wine to serve with particular meals.

Unit No. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 Unit Title Marketing management – an introduction Marketing environment Marketing with other functional areas of management Market segmentation Market targeting and positioning Product management Brand management Pricing Channel design and management Retailing and Wholesaling Integrated Marketing Communication Advertising management Sales promotion Personal selling Public relations Understanding individual consumer behaviour Understanding industrial consumer behaviour Customer satisfaction Customer relationship management Marketing of services Rural marketing Types of marketing research Process of marketing

2 In a perfectly competitive market, who benefits from an event that lowers production costs for firms?

variables that occur in each stage. Provide an example of a product or service that

To make a product appeal to the right person, a marketer would start by segmenting the market, and then target a single segment or a group of segments. Market segmentation is segmenting markets into homogenous groups of consumers, with every group reacting in a different ways to the marketing mix. Market segments should be created in that way that difference in buyer behaviour within each segment is as small as possible. This will hopefully ensure every segment can be targeted using the marketing mix.

One key strength of RBS is high distribution penetration, with 90% of grocery stores and mass merchandisers, 85% of warehouse clubs, and 80% of drug stores stocking at least one size. The demand for different box sizes varied by channel; for example, warehouse clubs exclusively purchased the 5 lb. size. Exhibit 5 provides detailed channel data. The Household Division maintained a 150-person sales force to manage the retail and wholesale accounts for all products within the division. The sales force was incentivized through a quota system, with divisional senior management establishing quarterly volume quotas for each salesperson. Salespeople received a small base salary; most of their compensation came from bonuses for meeting and exceeding sales targets. Regnante was expected to work with sales management in creating a schedule of consumer and trade promotion. Randall Todd, senior account manager for several major grocery chains, pointed out a major weakness of the RBS brand. He stated, "RBS needs a lot of push marketing to stimulate trade interest. Baking soda is not a natural traffic builder, it does not have high turnover, and it is boring. The product hasn't changed in almost 100 years. The only way I'm going to make my quotas is if we offer attractive incentives to the trade."

The core benefit of the ‘Kraft Tiger Energy Choc’ (Kraft Tiger) biscuit is its nutritional value. These biscuits are fortified with the nine vitamins and six minerals recommended by the World Food Programme. They are enriched with Vitamins such as Vitamin A, B1, B2, B5, B6, B12, D, E, Calcium, Magnesium, Phosphorus, Zinc and Iron. These vitamins can help to fulfill consumer’s daily intake of vitamin nutrition in addition to keeping their stomach full.

What has Accenture done well to target its B-to-B audience? Has Accenture done the right thing by dropping Tiger Woods as its spokesperson? Why?

In the United States, being more health conscious is becoming more popular. As a result, carbonated drinks are becoming less admired, and fruit drinks are growing in demand. Therefore, the market for low-carb drinks and fruit drinks is expanding. There are many competitors in the fruit drink industry. NAA Bottling Company has critical issues that they face, for example, they need to make sure they have a secure retailer, and they need to ensure they have adequate shelf space in the stores. NAA Bottling needs to differentiate themselves from their competitors’ products, and they need to decide whether they want to associate their fruit drink line with their carbonated beverage line. NAA Bottling Company needs

Organizing: Good implementers have an almost uncanny ability to create afresh an informal organization, or network, to match each problem with which they are confronted.

The phrase market-oriented is used in marketing conversations as an adjective describing a company with a marketing orientation. Market orientation more describes the company's approach to doing business. Market-oriented defines the company itself. If a company is market-oriented, its board and executive leadership believe that the best way to succeed is to prioritize the marketplace above products. This usually goes over well with customers, but the company also must have adequate research and development to provide what the market wants. Hence, a market-oriented organization is one whose actions are consistent with the marketing concept.

Is your product fulfilling a basic need or would you say you are trying to