Lehrstuhl für Allgemeine BWL Strategisches und Internationales Management Prof. Dr. Mike Geppert Carl-Zeiß-Str Jena

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1 Lehrstuhl für Allgemeine BWL Strategisches und Internationales Management Prof. Dr. Mike Geppert Carl-Zeiß-Str Jena

2 Contents I. Learning Objectives II. III. IV. Recap of last lecture True / False Questions Multiple Choice Questions V. Essay Questions Folie 2

3 Learning Objectives 1. Know what a marketing mix is. 2. Describe the differences in distribution systems between countries. 3. Describe the two advertising strategies and name the characteristics of the contexts in which they are common. Folie 3

4 I. Recap of last lecture I. Introduction marketing mix and its elements II. III. Distribution strategy Push versus pull strategies Folie 4

5 Introduction The marketing mix = the choices the firm offers to its targeted market product attributes distribution strategy communication strategy pricing strategy Folie 5

6 Differences between Countries Distribution strategy : choice of the means for delivering the product to the consumer in a way that maximizes profitability The main differences between distribution systems are retail concentration channel length channel exclusivity channel quality Folie 6

7 Push versus Pull Strategies Firms must choose between a push strategy (emphasizes personal selling) and a pull strategy (emphasizes mass media advertising) The choice between the strategies depends upon 1. product type and consumer sophistication 2. channel length 3. media availability Folie 7

8 Push versus Pull Strategies Push strategies (personal selling) are common for industrial products and/or complex new products when distribution channels are short when few print or electronic media are available Pull strategies (mass media advertising) are common for consumer goods products when distribution channels are long when sufficient print and electronic media are available to carry the marketing message Folie 8

9 II. True/False Questions 1. A global marketing strategy that views the world's consumers as similar in their preferences is consistent with the mass production of a standardized output. 2. Firms vary their marketing mix from country to country depending on differences in national culture. 3. In terms of channel length, the more fragmented the retail system, the less expensive it is for a firm to make contact with each individual retailer. Folie 9

10 II. True/False Questions 4. There is generally a critical link between channel length, the final selling price, and the firm's profit margin because each intermediary in a channel adds its own markup to the products. 5. The effectiveness of a firm's international communication can be jeopardized by cultural barriers only. Folie 10

11 Lehrstuhl für ABWL / Strategisches und Internationales Management III. Multiple Choice Questions 1. Which of the following is a main difference between distribution systems? A. Wholesale concentration B. Channel breadth C. Media availability D. Channel exclusivity Folie 11

12 Lehrstuhl für ABWL / Strategisches und Internationales Management III. Multiple Choice Questions 2. The number of intermediaries between the product (or manufacturer) and the consumer is referred to as: A. channel length. B. channel distance. C. channel exclusivity. D. channel reach. Folie 12

13 Lehrstuhl für ABWL / Strategisches und Internationales Management III. Multiple Choice Questions 3. The most important determinant of channel length is the degree to which the retail system is A. fragmented. B. concentrated. C. focused. D. consolidated. Folie 13

14 Lehrstuhl für ABWL / Strategisches und Internationales Management IV. Essay Questions 1. In regard to communication strategy, what are two main strategies? Describe and explain when an application of each strategy is common. Folie 14