A Real Increase in Profitability?

The table below highlights a firm that has dramatically increased its profitability in a few years. But they have focused on a short-term, not long-term, basis and you need to determine what impact this may have.

 

ACTIVITY/TASK

Year 0 Year 1 Year 2 Year 3
Sales 20m 19.50m 18.6m 16m
Costs 5m 4.75m 4.6m 4m
Operating profit 15m 14.75m
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Role of Capabilities

The following points are Apple’s own description of aspects of their corporate strategy, as presented in one of their public documents. Review the points in order to identify the role of their strategic capabilities.

 

ACTIVITY/TASK

Aspects of Apple’s corporate strategy, in their own words:

  • The Company’s business strategy leverages its unique ability to design and develop its own operating
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Shift to Societal Marketing

The following exercise contains is a list of questions facing particular industries, where there is increasing expectations on them to move to a more socially responsible position. Identify the arguments for and against – what would you recommend in each case?

 

ACTIVITY/TASK

  1. Should car manufacturers only produce vehicles that have maximum speed of the legal speed limit, as speeding
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The Need for Marketing

Does marketing promote consumption for its own sake? Certainly there are some people who gain status from their possessions. But is this the fault of marketing or just a general trend of the changing environment? To assist you, listed below are some comments from a recent focus group on this particular issue.

 

ACTIVITY/TASK

  1. “I really don’t understand young people
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What a Sales Manager Does?

As implied by his/her title, a sales manager is responsible for achieving targeted sales through the effective management of a sales team. In this activity, you need to identify (from the list below) what tasks that a sales manager actually does.

 

ACTIVITY/TASK

  1. Structuring sales bonuses
  2. Giving ‘motivational’ talks
  3. Phoning key customers
  4. Writing newsletters
  5. Helping with direct marketing activities
  6. Helping staff
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Marketing’s Role in the New Product Process

Many years ago, marketing departments were only involved at the end of the new product process. Their task was to simply promote the new product. However, this situation has changed somewhat. Your task is to review the following list of new product development tasks and evaluate whether or not the marketing function would be involved.

 

ACTIVITY/TASK

  1. Establishing the overall new
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What is marketing?

Student Task

In this activity, we will use a quick overview of McDonald’s in order to try and identify the reasons for their success throughout the world and the contribution of marketing (if any) to their overall performance. This will help in gaining a good sense of the scope of marketing in a large firm.

ACTIVITY/TASK

Let’s face it … See the full activity...

Are these marketing tasks?

For this exercise, review the list of work tasks below and identify which ones are likely (or not) to be part of a marketing role.

For this activity, we will assume that the company in question manufactures cookies.

As you go through the list, consider at which “level” of employee (refer list in question area) each of the decisions probably See the full activity...

The Role of a Marketer

The aim of this exercise is to identify the likely tasks of someone in a marketing role. In other words, what day-to-day functions do marketers perform?

Please review the list of business tasks outlined below. For each task, determine how likely it would be for somebody in marketing (that is, they could be anyone in marketing, junior or senior) to See the full activity...

Which Marketing Orientation is Best?

In the following activity, you are presented with an excerpt of a discussion from a manager’s meeting for a newly formed firm that is setting up as a manufacturer of bicycles. Essentially, they are discussing which marketing orientation/philosophy they should adopt. Your task is to determine which orientation/philosophy that you think would be most appropriate approach for this firm.

ACTIVITY/TASKSee the full activity...

Perceptions of Marketing

This exercise is designed to explore how you and your fellow students perceive the role and perception of marketing.

Listed below is a series of statements about marketing. Identify which ones do you agree with and which ones you disagree with? When you have finished, compare your perceptions against those of your fellow students .

(Please note that there are See the full activity...