Dimensions of Marketing Strategy

Dimensions of Marketing Strategy

1) Develop written responses to the three Discussion Questions for the Going Green discussion on page 373.

  1. a) At what stage in the product development process are Ford’s e-bikes?

The Ford Motor Company is in the launch stage of its e-bikes in the product development process. Ford Motors has already tested e-bikes and had found that it will provide riders with important information during trips, including weather conditions, traffic congestion, parking costs and turn-by-turn directions. In this stage, choices on when and where to launch the product to aim at one’s primary consumer group are important. The Ford Motor Company should ensure that in their launch process the environment they choose should favour e-bikes which seem to fit well with the auto maker’s move into more environmentally-friendly vehicles.

  1. b) If Ford’s e-bikes are released to the public, what type of product would they be? Convenience, shopping, or speciality products?

Speciality product. Specialty products are those products which are not regularly purchased, and buyers carry out extensive research before buying those items. Specialty products are usually costly and unique in that, they cannot be easily substituted. Ford’s Motors e-bike has a smartphone and smartwatch app to give users important information as they operate them. E-bike also includes a battery assist system to enable get up steep hills and provide additional power based on heart rate input from the user. An ultrasonic sensor on the back of the bike serves as a safety feature and alerts riders of approaching vehicles by producing a vibration in the handlebars. All these special features make Ford’s Motors e-bike unique thus, will be expensive.

  1. c) If Ford’s e-bikes are released, how do you think the market would react? Do you believe the e-bikes would quickly jump to the growth stage of the product lifecycle, or would they stay in the introductory stage for an extended period?

On release of e-bikes, there is a high probability that they would stay in the introductory stage for a given period. With the unique features of an e-bike, the purchasing costs are likely to very high hence, will only be afforded by few individuals who are financially stable. Also, some people may prefer buying the product after it has been used by some individuals and had rated them higher about its performance, for instance, 5-star.

2) Develop written responses to Item 1 of the Get Involved Exercise on page 387 of the text.

  1. a) Pick three products you use every day (in school, at work, or for pleasure—perhaps one of each). Determine what phase of the product lifecycle each is in. Evaluate the marketer’s strategy (product, price, promotion, and distribution) for the product and whether it is appropriate for the life-cycle stage.
  • Bread- Bread consumption has been in existence since 1990’s and has continued to sell greatly in the market hence, it is in the growth stage. It has a push strategy whereby the manufacturers motivates their marketing intermediaries to make the product available to customers. Bread is a pleasure product, and many consumers can do without it.
  • Computer- With growing technology, the use of computers has increased globally as it eases work with less human manpower thus, it is in its growth stage. It has a pull strategy whereby the manufacturers are required by the consumers to produce more as many organizations and individuals are aware of their importance such as easy deriving of past information by organizations in the shortest period.
  • Smartphones- They are in growth stage as many people, especially the youths, are using them greatly for pleasures such as sharing images, videos, communicating face-to-face through social networking such as Facebook, Instagram, and Tweeter. It has pull strategy due to its large use and demand.



3) Develop written responses to the three Discussion Questions found in Chapter 12 for the See for Yourself Video case on page 393 of the text.

  1. a) What is Spirit Airlines’ target market?

Spirit Airlines’ target market is the price-conscious consumer who is willing to do away with comfort for a less expensive flight. Spirit Airlines’ operates by transparent pricing whereby, they compete on price but not on free Wi-Fi or legroom, unlike other airlines which charge for things which the customers have no need or desire for.

  1. b) Describe the marketing mix used by Spirit in its strategy.

Marketing mix involves factors such as people, price, time, product and promotion. The Spirit Airlines’ charges lower prices for flights at 40-50 percent lower than those other American airlines which makes it more competitive as a large number of customers tend to go for cheapest flights. Price is a key component in the marketing mix of any organization as it determines business earnings and its existence in the market. Spirit airlines’ low flight cost has enabled it to still exist in the market despite it been ranked among the last airlines.

  1. c) What are the challenges Spirit faces in keeping prices low and improving service?

With reduced prices, they can compete and improve their earnings though; it is not all the people who are happy about it. Spirit has a challenge of improving their customer satisfaction due to additional costs on luggage bags for instance for those individuals who do purchase tickets direct from Spirit website thus, lack of satisfaction by the customer. There is also a problem of poor time management whereby, the flight takes more time duration than expected.


4) Develop written responses to the four Assignment 12 Ad Exercise advertisements found in the Assignment 12 folder.

  1. a) Describe who you feel the target market customer is.

A target market customer is a group of individuals whom the producer of particular goods and services aims or expects them to buy.

  1. b) Which elements of the marketing mix are presented in the example? Discuss.

Components of marketing mix shown are price, people who are the customers and the product offered to them. Price is the major key in any business as a large number of customers tend to use the price of products and services from different producers and providers as they base in deciding which one to buy and not to buy. The quality of item offered by a given organization also determines the number of buyers. High-quality products will be preferred to low-quality goods. Customer satisfaction is important for any organization to maintain the already existing ones and attract new ones too.


  1. c) Describe the product identification factors (pages 365-369) that are illustrated in the advertisement.

Test marketing -It involves testing a product in a given regions where the producer feels that their targets are to observe its performance so that the manufacturer decides whether to produce in large quantities or not.

Commercialization- The new product is fully introduced to the market for use by the general public. The organization will distribute the product to given areas depending on how it is being consumed. Where they are highly consumed, the producer will supply more with the help of distributors.


  1. d) Describe which element(s) of the promotional mix is/are illustrated by the marketing communication example. Discuss what you feel the promotional strategy and objective(s) are for the marketing communication example and if promotional positioning is involved.

Promotional strategies are important for making the product to be known by the general public and also, to acquire new buyers from the manufacturer. Marketing communication involves advertising, branding, sales presentation, direct marketing and use of printed materials such as banners. A manufacturer should build the product image based on its target customers since the more planned the positioning strategy is, the better the marketing strategy of an organization.


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