141.
When catalog
companies send sale catalogs to their current customers, which type of growth
strategy are they pursuing?
142.
When musicians and
their concert promoters began offering CDs of a live concert, immediately
after the concert ended, what type of growth strategy were they
pursuing?
143.
Several years ago,
the Florida Orange Juice Growers Association ran a promotional campaign with
the slogan: “Orange juice. It isn’t just for breakfast anymore.”
Based on this slogan, which of the four growth strategies was the association
pursuing? Briefly explain your reasoning.
144.
Suppose that you and
a friend decide to turn your favorite sports activity–inline skating–into a
business. You plan to design a line of fashionable clothing that integrates
elbow and kneepads. For each of the four macro strategies, briefly describe
the most important thing your company should do if you intend to focus on
that strategy. Your answers should be specific to the inline skating
business.
145.
Conduct a brief SWOT
analysis of your prospects of finding a good job related to your major when
you graduate (if you already have such a job, think about finding a job with
more responsibility). Be sure to include at least one factor representing
each of the four major sections of a SWOT analysis, and be sure to label each
factor to indicate which of those four sections it belongs in.
146.
In July, 2010,
Microsoft discontinued the Kin, its social networking phone, after just six
weeks of disappointing sales. During what step of the strategic marketing
planning process would Microsoft have made the decision to stop offering the
product?
147.
Suppose that you and
a friend decide to turn your favorite sports activity–inline skating–into a
business. You plan to design a line of fashionable clothing that integrates
elbow and knee pads. In launching your business, you complete all the
activities listed below (though not necessarily in this order). For each
listed activity, identify the step in the strategic marketing planning
process it represents.
a.
You track sales and profits, and discover that pants are selling better than
shirts, apparently because the shirts are too expensive. You will look for a
lower-cost supplier for shirts, or consider dropping your prices if you can
afford to do so.
b.
You realize that your experience as skaters is a plus; however, your lack of
experience in selling clothing could hurt you. You find out that a skateboard
shop in town wants to branch out into inline skating; however, you also find
out that Nike is thinking about expanding its product line to include special
inline skating clothes.
c.
You decide that you will target college students who enjoy inline skating,
and will aim to establish yourself as a company that offers trendy clothes
for the student budget.
d.
You decide that your business focus will be to offer fashionable yet durable
clothing for inline skaters, with built-in protection for knees and elbows.
e.
You offer clothing that college students would want to wear, price it for a
student budget, sell it online and in sports stores near college campuses,
and promote your products on Facebook.