...Datos de la encuesta La encuesta de consumo se compone de los siguientes informes: 1) la cuota de mercado sobre la base de compras de marcas de consumo, 2) criterios de toma de decisiones de compra utilizados por los consumidores, y 3) la conciencia de marca, el juicio, y recompra porcentajes; 4) la satisfacción de la marca; 5) una comparación de la intención frente a las compras reales, 6) una comparación de las marcas basadas en la percepción de su capacidad para aliviar los síntomas de los consumidores, y 7) la compensación que los consumidores perciben entre el alivio de los síntomas y el precio. Los datos de ejemplo para la conciencia, el juicio, y la recompra se presentan en el Cuadro 1.5. Los resultados de la encuesta sobre las marcas compradas, las intenciones de compra y satisfacción se basan en unidades vendidas. Conocimiento de la marca, los criterios de decisión, la percepción de marca y soluciones de compromiso se basan en población de la encuesta. Esta distinción refleja las compras múltiples de uno respondió a la encuesta (tasa de utilización). Precios y descuentos promocionales Es práctica de la industria para los fabricantes que indiquen los precios de venta a los minoristas, a pesar de los minoristas en última instancia, fijan el precio a los consumidores. Los fabricantes normalmente ofrecen descuentos por volumen de 15 a 40 por ciento del precio de venta sugerido por el fabricante, más un "subsidio de promoción" adicional de 10 a 20 por ciento. Los...
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...Pharmasim Marketing Case Problem Allstar Brands Corporation is one of the leading manufacturers of packaged goods in the world. Allstar Brands’ Allround product is a market leader in the over-the-counter (OTC) cold and allergy remedy market. The brand has had consistent success in terms of profitability and sales. This has made Allround a critical component of the Pharmaceuticals Division’s long-term strategic plan. Currently, the division anticipates that the brand’s cash flow in the coming periods will allow the company to pursue new opportunities in emerging markets. However, the competitive nature of the OTC cold remedy market is causing a concern. The senior management is worried that this competitive activity will lead to a declining market share and profitability for Allround. They have lost one full share point in the last year. The goal is to maintain long-term profitability and market share in an increasingly competitive and changing environment. Analysis It is essential to make certain that Allstar Brand Corporation’s objectives are met and realized in order to generate profits. After an analysis of the company, there are some objectives that should be considered to maintain sales and market share. Some of the objectives include; increase stock price, increase sales force, and maintain brand awareness. The current stock price for Allstar is $38.351, with the highest being Ethik at $70.77. Increasing stock price is a marketing objective that...
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...Our first goal with Allround was to Increase presence of products in market. We went about achieving this goal by using 3 different tactics. The first tactic was to create new alcohol free product that allowed us to enter the pediatric market. In doing that we also are working to exceed the expectations of our customer and increase customer satisfaction. As we expanded our product market we begin to enter more locations and improved our visibility. We increased our locations by expanding into convenience stores, mass markets, and pharmacies. The second goal was to increase the product line. We increased our product line by introducing a pediatric product. This allround+ brand is alcohol free and children safe version of the original allround brand. By doing this we have targeted a market that we believe will increase and grow our product line. This of course will grow our profits. We have increased our locations and this will allow us to reach our new target by increasing our visibility in the market. Places like convenient stores and pharmacies allow us to reach our targeted customers easily. The third goal is to increase our promotions and advertising. We increased our advertising expenditures. We increased our advertising to mediums like radio and other advertising mediums. Also to exceed our customer’s expectations by providing a child safe product that would be as reliable as our original formula. I promotions in all of our markets we have put out samples, coupons, and end...
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...NORTHWESTERN UNIVERSITY J.L. KELLOGG GRADUATE SCHOOL OF MANAGEMENT Marketing 430-62 Alice M. Tybout Winter Quarter 2000 Phone: 847.491.2723 Office: Leverone 468 e-mail: amtybout@nwu.edu COURSE OVERVIEW Course Objectives This is a survey course and, as such, is designed to provide students with an overview of marketing concepts and tools. While effort has been devoted to finding teaching materials that represent a variety of industries and employ a variety of media, the primary goal is to help provide you with concepts and tools that will be broadly applicable. More specifically, the course has two primary objectives: To develop your marketing decision-making skills. You should leave the course with a well-developed ability to: - analyze the marketing and business environment in which an organization is operating and identify the primary marketing problems facing the firm, - prioritize these problems and select the key issue to be addressed, - develop compelling and creative strategies for solving these problems, and - make tactical decisions that will achieve the strategy that you have selected and, thereby, solve the problems you have identified. To provide you with a set of concepts and tools that can support your decision-making. Fundamental concepts of marketing (such as marketing disciplines, segmentation, targeting, and positioning, customer satisfaction, perceived...
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...Course Description: This course considers the operational and strategic planning issues confronting managers in marketing. Topics include buyer behavior, market segmentation, product selection and development, pricing, distribution, promotion, market research, and international and multicultural marketing. Prerequisites: MBA 525 Textbook: Winer, R. S. and Dhar, R. (2011). Marketing management (4th ed.). Boston, MA: Pearson Prentice Hall. ISBN# 978-0-13-607489-2. eBook with print upgrade option and Interpretive PharmaSim Simulation access – ISBN: 978-1-269-75837-6 You will access the eBook via a link in the Course Home menu, where you can purchase the print upgrade option. Follow the instructions on your PharmaSim access card to register and access the simulation. Learning Outcomes: The student, upon fulfillment of the requirements of the course, should be able to: 1. Identify and explain the highly complex interrelationships among the business environment factors (both controllable and uncontrollable), the strategic marketing Learning Outcomes: The student, upon fulfillment of the requirements of the course, should be able to: 1. Identify and explain the highly complex interrelationships among the business environment factors (both controllable and uncontrollable), the strategic marketing variables, and the target market. 2. Design and implement a successful marketing strategy for a commercial, governmental, and/or non-profit organization. 3. Demonstrate...
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...comprehended on a couple key variables, I had to figure a strong base to dispatch us into much more noteworthy benefits in the accompanying subsequent periods. The three most significant choices were to reinforce the indirect sales force, increase point of purchase, and target the right market segment. Allstar needs to integrate the 4 Ps of marketing strategy which are Price, Place, Product and Promotion. Much to the advantage of the OCM group, Allstar was already a well-known brand toward the start of period 1. The brand itself had pronounced itself to be one of the ‘most effective brands at reducing multiple cold symptoms’. That being said, there were various strengths and weakness to the organization both before and amid this PharmaSim simulation that added to and impacted our marketing strategy. My preliminary tactic was to focus our sales force on two of the indirect channels, which had demonstrated efficacious in the trial periods. This additionally implied that quite a bit of the business was being done before the item come to the market. With the added income of 118M dollars, I was later able to enlarge sales force in direct sales channels. My sales force saw a stable upsurge from an initial 127 to 145 to 150...
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...including: brand awareness, brand trials, most frequently purchased, and conversion ratio. Where they start to fall down the market ladder is in their retention ratio. They are trailing by 3.4% in retention, which Allround’s brand assistant believes could be because of “new brands and brands that fill very specific needs often have high retention rates than brands that are mature or not highly targeted” (Pharmasim 20). With the raised competition in the cold medicine department our retention ratio will lower with the abundance of options for the specific consumer. The problem lies in how Allround becomes the retention ratio market leader in a highly competitive market. Another problem falls within the consumer’s health concerns and their access to data through the worldwide web and word-of-mouth. When choosing an OCM product, consumers may look at the ingredients, side effects, and what specifically it will cure and/or treat. Side effects are of specific concern and consumers mostly mentioned “drowsiness due to antihistamines or alcohol” as a “negative side effect” (Pharmasim 17). Allround uses both of these ingredients in their formula. Although trying to promote it as a mostly nighttime product, this can further segment their product and deter consumers from using it. Along with those two side effects that come with antihistamines and alcohol, Allround also uses analgesics, decongestants, and cough suppressants at the maximum dosage allowed for this cold medicine. People...
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...Explain why the market oriented philosophy is so important. 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. Difference Between Marketing Orientation & Market Oriented by Neil Kokemuller, Demand Media http://smallbusiness.chron.com/difference-between-marketing-orientation-market-oriented-14387.html Marketing is a management process and management support for marketing concept is very important element in success. If a company wants to be successful then it is market oriented. Marketing involves identifying the customer requirements and estimate the customer requirements in future. It requires planning which is very important process of marketing. To satisfy the needs the business should provide benefits – offering right marketing at right time at right place. Generally market based companies adopt strategic level marketing that defines the mission and long term objectives...
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