Skip to main contentChapter 1 Homework
Chobani has instituted a high-touch model that focuses on positive interactions with its customers, including handwritten personal notes of thanks from its consumer loyalty team. Developing long-term loyalty in its customers is a critical task in _____ marketing, through which all parties enjoy long-term benefits.
relationship
Unlike most yogurts, which are packaged in cone-shaped cups, Chobani yogurt is packaged in a shorter, wider, circular European-style cup. Ulukaya chose this style of packaging to
Make Chobani stand out on the shelf
The Marketing Program: How Customer Relationships are Built 1. Offer the Mercedes E Class and other similar luxury cars to travelers who wish to convey their success to potential clients 2. Ensure that locations near popular amusement park destinations are well stocked with family-sized vehicles 3. Create a Gold Club program wherein membership is earned after 40 annual rentals with rewards offered to the heaviest users, including complimentary upgrades 4. Charge a premium price—about twice that for standard midsized vehicles-for rental of extravagant automobiles 5. Offer vehicles that comfortably accommodate five or more passengers 6. Offer low weekly rates on family-sized vehicles 7. Ensure that locations near major airports are well stocked with premium cars 8. Offer free car seats with the weeklong rental of an SUV or minivan
1) Mercedes E class is a product and we are talking about a TG that is having a clientale for business. Hence, it will be Product strategy for business traveler segment. 2) We are talking about accessibility of the product here and here it is a place strategy for amusement destinations which is a leisure TG. Hence, it will be Place strategy for leisure traveler segment. 3) Promotion strategy for business traveler segment 4) Price strategy for business traveler segment 5) Product strategy for leisure traveler segment 6) Low weekly rates is a price strategy and for family vehicles is leisure traveler segment. Hence, it is Price strategy for leisure traveler segment. 7) We are talking about accessibility of the product here and here it is a place strategy for airports destinations which is a business TG. Hence, it will be Place strategy for business traveler segment. 8) Promotion strategy for leisure traveler segment
4 Ps of Marketing This exercise will give you practice classifying and understanding the 4 Ps: the controllable marketing mix factors. Marketing managers have several different tools at their disposal that they can control as part of the strategic marketing process. We call those tools the marketing mix—product, price, place (distribution), and promotion. Unlike the environment in which marketing takes place, these variables are controllable by the firm, and as such are the key to how marketers appeal to the customers in their target markets. Select the most appropriate of the 4 Ps for the following situations. 1. A friend recommends to try a local restaurant 2. A new personal assistant app for the iPhone 3. You pay your college tuition for this semester 4. Flyer for a lawn care company stuck in your mailbox 5. Walmart's website where you can purchase products directly 6. You pay $10 to park your car at the arena to see the big game 7. You go to your friend's house to purchase Mary Kay products 8. Making dinner for a friend in exchange for him fixing your computer 9. A website dedicated to medical information 10. You grab a Coke from the vending machine on the way to class 11. A pop-up ad appears in your browser while you're on Facebook 12. You pay $800 a month to rent your 2-bedroom apartment close to campus 13. Your professor's lecture on the 4 Ps 14. Your state's Republican candidate running for office 15. While reading People you notice an ad for Marriott's newest hotel in Mexico 16. You visit your local Target store to purchase a new calculator for your calculus class
1. A friend recommends ---- Promotion because the friend is doing the word-of-mouth promotion on behalf of the local restaurant. 2. A new personal ----- Product because it is a new commodity created by the company to help customers to meet their needs or solve their problems by using this new app. 3. You pay your ----- Price because tuition fee is the money charged by the college for its services to students. 4. Flyer for a lawn --- Promotion 5. Walmart's website where you ----- Place (distribution) Because the website is the medium through which the company distributes and customer access to its products. 6. You pay $10 to---- Price 7. You go to your friend's ----Place (distribution) 8. Making dinner ----- Price 9. A website dedicated---Product 10. You grab a Coke ---- Place (distribution) 11. A pop-up ad appears --- promotion 12. You pay $800 a --- Price 13. Your professor's l--- Product 14. Your state's Republican ---- Product 15. While reading People --Promotion 16. You visit your local T---- Place (distribution)
Customer Value and Relationship Strategies Read the description of the firm's value proposition and match it to the appropriate value strategy. 1. Zappos 2. AirTran 3. Rolex
1. Best Price: AirTran, as it is focused on offering the best discounts and offers to its customers. 2. Best Product: Rolex, as it focuses on the product quality to meet its premium customers' expectations. 3. Best Service: Zappos, as it offers its customers free shipping, easy returns, and 24x7 access to reach its sales associates via telephone.
This exercise will give you practice in understanding how different companies strategize customer value. Intense competition in today's fast-paced domestic and global markets has caused massive restructuring of many American industries and businesses. Today's managers are seeking ways to achieve success in this new, more dynamic, and globally focused marketplace. "Customer value" can be defined in many ways, depending on the needs and wants of the firm's target market. Three common ways of providing customer value are by providing the best price, the best product, or the best service to the customer. Firms must determine how they can consistently provide value to their customers as they compete in their marketplace. Providing value is important because loyal, satisfied customers are likely to repurchase more over time. Match the statements to the correct descriptors. 1. Best Service 2. Best Price 3. Best Product
1. Best Price: AirTran, as it is focused on offering the best discounts and offers to its customers. 2. Best Product: Rolex, as it focuses on the product quality to meet its premium customers' expectations. 3. Best Service: Zappos, as it offers its customers free shipping, easy returns, and 24x7 access to reach its sales associates via telephone.
Chobani: Making Greek Yogurt a Household Name When Hamdi Ulukaya and his employees worked for 18 months to create the purest cup of Greek yogurt possible, his team was creating a new
product.
Chobani can be found on Facebook, Instagram, Pinterest, and other social media networks. Marketers use social media to communicate with the Chobani consumers, making social media a part of Chobani's _____ strategy.
promotion
Hamdi Ulukaya's commitment to donate 10 percent of his profits to charities worldwide reflects his belief that business can do good in the world. This commitment shows how Chobani embraces the _____, satisfying the needs of consumers in a way that also provides for society's well-being.
societal marketing concept
The 3.5-ounce snack line, Chobani Bite, was developed for adult consumers as a "mindful indulgence" while the Chobani Champions cups and tubes were developed for children. Adult consumers and child consumers are two distinct _____ for whom Chobani developed different marketing mixes.
target markets