Deck 14: Developing an Integrated Marketing Mix

Question 1

The connections between the elements of the 5 Ps and the corresponding 5 Cs are known as

A) the marketing mix.
B) core linkages.
C) networks.
D) correlations.

Answer 1

core linkages.

Question 2

When there is a clear customer need, a firm can be successful if it understands that need and can build a product to suit those needs. Three of the four following problems represented a failure of GoPro to get the product/customer benefit correct. Which of the following was NOT one of the customer benefit issues GoPro got wrong?

A) GoPro misunderstood the benefits the customers wanted in a relaunch.
B) GoPro misunderstood when the customer needed the product.
C) GoPro launched a defective product which had to be recalled.
D) GoPro created a product that did not benefit the customer.

Answer 2

GoPro created a product that did not benefit the customer.

Question 3

Core linkages are those connections between each of the corresponding 5 Ps and 5 Cs, and the linkages among one of the 5 Ps (e.g., product), and the remaining four of the 5 Cs are known as __________ linkages.

A) subsidiary
B) secondary
C) supporting
D) sustaining

Answer 3

supporting

Question 4

Products affect customer costs in very basic ways-the development of the product and its technology, providing valuable software to operate the product, etc. How does the process work in reverse? Which of the following shows how price affects customer benefit?

A) Price bundling
B) Signaling premium status
C) Making communication inexpensive
D) Indicating the MSRP at the retailer

Question 5

You probably have retailers where you feel comfortable, where you go to get advice, and where you go to see the people who work there. Unless it's a company store, the manufacturer of products has little direct influence on why you shop there. From the perspective of the manufacturer, the selection of a retailer will be place, but what is going on from the customer's point of view?

A) Convenience
B) Communication
C) Customer Benefit
D) Connections

Question 6

Some companies develop how-to videos or information on how to purchase a product effectively, and while these reduce the risks that customers may perceive, this effort fits into the promotion-customer cost linkage by

A) reducing search costs which must be included in the total price customers pay.
B) explaining to customers the ways other have used the product at their own costs.
C) creating special price reductions if the customers use the materials.
D) using special one-time promotions to reduce customers' costs.

Question 7

After you have assembled all the linkages that can be used, the next step is to eliminate those that are too difficult to do or those that

A) could be easily copied by the competition.
B) could be too innovative for the customer base.
C) don't fit with the positioning plan.
D) don't provide for the widest range of market attractiveness.

Question 8

Considering both core and supporting linkages can be overwhelming with the many linkages and many options with each of the linkages. What is the BEST way to select those that will become integral parts of the marketing mix?

A) Determine the strengths and weaknesses of the marketer(s) developing the mix
B) Determine the nature of the product
C) Determine the least expensive with the most possible effects
D) Determine what is important to the customer

Question 9

We think of product-communications linkages as positive for the firm, but the linkage can also have a negative effect on the firm.

Question 10

As the marketers focus on the core linkages for the marketing mix of a product, the most effective approach will be to isolate each of the 5 Ps and determine the desired levels of the consumer side 5 Cs to maximize the perceived value for the customer.

Question 11

If a company is making a product that would benefit from in-store support and education, the firm will use the place-communications linkage to help determine what kinds of retailers should be used for the product.

Question 12

Product-connection linkages can provide customers opportunities to create relationships with other customers through use of the product.

Question 13

As a general rule of thumb, supporting linkages should be retained, regardless of alignment with core linkages.

Question 14

Place and convenience are connected by a core linkage. While GoPro was able to get the product into places where the customer could find it, it made an error when production problems forced it to

A) ignore convenience stores in its distribution network.
B) deliver fewer cameras than were needed during a holiday season.
C) exert too much power in the distribution network.
D) miss the customer connection by emphasizing place over convenience.

Question 15

GoPro had which promotion problem when the drone was postponed in the spring of 2016 and customers defected?

A) The company had promoted expectations to meet customer's communication needs, and these expectations were not met.
B) The company had promoted the product by the customers did not understand what was being communicated.
C) The company was promoting a product but failed to communicate what the customers needed to know.
D) The company promoted a product and unknowingly promoted competitors' products to the customers.

Question 16

GoPro worked to establish a base price for HERO4 Session but had to adjust the price downward to about half the initial price. When viewed from the customer perspective of cost, these adjustments demonstrated

A) GoPro had not done enough analysis to set the base price.
B) the greatest value of setting the base price as in encouraging discounts.
C) customers did not see enough value in the product at the base price.
D) customer prefer skimming instead of penetration.

Question 17

When launching any technology product, a firm such as GoPro must create a balance between what is technically possible-and innovative-and

A) whether the intended customer base is at the right level of technological sophistication.
B) the level of technological development of competitors.
C) whether the technology responds to customer needs and benefits.
D) how steep the marketers expect the product life cycle curve to be.

Question 18

GoPro demonstrated a large number of positive linkages between the 5 Ps and the 5 Cs, especially from the company's perspective. The overall problems demonstrate

A) customers want it right from their perspectives every time.
B) not all of the 5 Ps or the 5 Cs are equally important to the customer.
C) if a firm can get the 5 Ps right, the corresponding 5 Cs will fall into place.
D) neither the 5 Ps nor the 5 Cs are sufficient to address the marketing challenges of high-tech companies.

Question 19

Jason is the junior member working with the rest of the marketing team to identify and develop detailed core, and then supporting, linkages for the new product the firm will be launching. It seems to Jason that it had taken a really long time to get to this stage with the research, segmenting, targeting, and positioning, and considering all the elements of marketing mix. He was proud of all the work he had done to build the comprehensive list, and he was disappointed when he heard what the team would do next. What is the team planning to do next that is disappointing to Jason?

A) Make the tough decision about whether to launch or not.
B) Go back to the new product development process to track out a substitute product.
C) Eliminate linkages that didn't seem strong enough to support a launch.
D) Retain an outside agency to recommend how to use the materials.

Question 20

In the final stages of developing the marketing mix, the marketer must carefully examine each of the linkages one last time to ensure that

A) inconsistencies are identified and eliminated.
B) as many linkages as possible have been included.
C) the producer's focus is more significant than customers' perspectives as the producers have to do the work.
D) risks have been eliminated.

Question 21

The GoPro product was certainly technology driven, and to communicate effectively with the range of customers who would want to know about the product, it went beyond social media to traditional media which one might not associate with a high-tech product.

Question 22

Elimination of supporting linkages and any other elements of the proposed marketing plan must be the result of discussions not simple rules.

Question 23

The chapter uses GoPro to demonstrate how a firm actually deals with the many aspects of customer needs, firm needs, creative realities, and the marketplace. As a "practice marketer" you have a chance to evaluate the firm's actions, but without access to marketing research and insights into the firm's management structures, it is not possible to come up with accurate assessments.

Question 24

One reason to explore as many core and supporting linkages is to be able to construct the individual and specific marketing mixes for the target segments.

Question 25

The marketing of services and the marketing of products have similarities, but services marketing does not make use of the product-convenience or product-connections linkages.

Question 26

GoPro was able to work from its side to encourage participation and customers understood and appreciated their connections needs in the many efforts GoPro made to get users to share experiences. The way customers responded demonstrates the importance and use of getting the participation and connection linkage correct.

Question 27

When a company offers group discounts or referral discounts, this is an example of the price-customer benefits linkage?

Question 28

Deciding amongst the many possible approaches requires tradeoffs. Focus exclusively on the marketing mix development and discuss what is meant by tradeoffs.

Question 29

If you have worked in a group for a project, you know what can happen in a group if one person isn't doing what he or she should be doing to support the group. In a similar way, all five elements of the marketing mix, must work together to achieve the marketing objective. Take the price/cost element and describe what could go wrong in place/convenience and promotion/communication if the product were priced too high or too low.

Question 30

Participation seems obvious in many high-tech products, especially when products have some sort of online interface, but as a part of the marketing mix, Participation applies to all products. Choose either a ladder or a chair and explore how Participation supports the other elements of the marketing mix.