case 07
For this case please answer the following questions ( in addition to the case questions)
Assume that you have been hired as a marketing consultant by HOM Furniture’s management. The reason they hired you is that they are facing with the decline in sales in their stores recently.
1. what market segment should they focus on? Talk about demographic characteristics of the them.
2. Do you categorize furniture as high involvement or low involvement purchase type?
3. If you want to track the problem in the store, what data sources will you use to collect the information you need?
4. As a traditional method, stores usually track the effectiveness of their advertisement in any spike in their sales. What are the advantages of this method? What are the disadvantages of this method? Do you have a better suggestion for them?
5. What specific type of the information should HOM Furniture collect to measure their customer satisfaction?
Questions
1 (a) Identify the data sources
HOM Furniture uses in its marketing information system. (b) Which
would you classify as secondary
data sources? (c) Which would be
considered primary data sources?
2 When HOM Furniture advertises, it looks for a resulting spike
in sales using an extensive database. (a) What are the advantages
of this approach? (b) What are the
possible shortcomings of this approach and how would you address
them?
3 Assume that you have been
hired as a marketing consultant by
HOM Furniture’s management. (a) What specific types
of information should HOM collect to measure customer
satisfaction with its stores and services? (b) For each type
of information you identified in (a), how could HOM
Furniture make use of that information to improve customer satisfaction?
file case 09
Questions
1 Identify at least three bases for segmenting the lawn
mower market. Prepare a market-product grid illustrating
at least one of these bases.
2 What criteria should a lawn equipment company use
in assessing the attractiveness of market segments? What
sort of information is needed to fill in the market-product
grid and allow the firm to make that target market
decision?
3 How might a lawn mower company use segmentation
for positioning purposes? At present, the manual reel
mower market is rather small but growing. What marketing mix recommendations could be used to significantly
expand this market?
file case 11
Questions
1 What product attributes and benefits could an upscale
hotel provide a pet owner? Are these the same product
attributes and benefits provided by an upscale kennel?
2 What strategy would a company like Petco be pursuing by entering the pet hotel market? What strategy would
a company like Marriott be pursuing by entering the pet
hotel market?
3 What are the pros and cons of (a) a multiproduct
branding strategy and (b) a multibranding strategy in the
pet hospitality industry for companies such as (a) Petco
and (b) Marriott?
4 In what stage of the product life cycle is the pet hospitality industry? In what stage of the product life cycle is
an offering such as PetSmart’s PetsHotel? Explain and
support your answers.
