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Full Download Solution Manual For Principles of Marketing 14 e 14th Edition 0133130983 PDF Full Chapter
Full Download Solution Manual For Principles of Marketing 14 e 14th Edition 0133130983 PDF Full Chapter
Discussion Questions
1. Under its Plan to Win, McDonald’s changed its mission from “being the world’s best quick-service
restaurant” to “being our customers’ favorite place and way to eat.” Analyze this new mission statement in
terms of marketplace changes that began in the 1990s. (During this period, McDonald’s appeared to fall out
of touch with customers. A flurry of new competitors came along as consumer tastes shifted toward more
CHAPTER OVERVIEW
Use Power Point Slide 2-1 Here
In the first chapter, we explored the marketing process by which companies create value for the
consumer in order to capture value in return. In this chapter, we look at designing customer- driven
marketing strategies and constructing marketing programs. First we look at the organizations
overall strategic planning, which guides marketing strategy and planning. Next, we discuss how
marketing partners closely with others inside and outside the firm to create value for customers.
We then examine marketing strategy and planning—how marketers choose target markets, position
their market offerings, develop a marketing mix, and manage their marketing programs. Lastly,
we will look at the step of measuring and managing return on marketing investment.
CHAPTER OBJECTIVES
Use Power Point Slide 2-2 Here
p. 36 INTRODUCTION
pp. 36
Since McDonald’s first burst onto the scene more than 55 Photo: Nike
years ago, it has perfected the modern fast-food concept and
grown rapidly.
Recently, new competition and shifting consumer tastes
forced McDonald’s to unveil a new customer-focused
strategic blueprint—the “Plan to Win.”
McDonald’s returned to the basic business of taking care of
customers. The company halted rapid expansion and instead
poured money back into improving the food, the service, the
atmosphere, and marketing at existing outlets.
The Plan to Win appears to be the right strategy for these
times, as reflected in renewed customer traffic and stronger
sales figures.
Assignments, Resources
Use Small Group Assignment 1 here
Use Individual Assignment 1 here
Use Web Resources 1 and 2 here
Opening Vignette Questions
1. Discuss McDonald’s “Plan to Win” in terms of
delivering increased customer value. What is
inherently better about the new McDonald’s
from the customer’s point of view?
Assignment, Resources
Use Discussing the Concepts 1 here
Use Video Case here
Troubleshooting Tip
Most students have had no experience with strategy
or strategy formulation (especially at the under-
graduate level). Because their background in
strategy is weak, their ability to strategically plan is
also weak. The best way to attack this problem is to
follow the explanation sequence provided by the
text. Before this discussion begins, however, it
might be useful to find areas where students have
had strategic planning experience (such as athletics,
student politics, games, video games, chess,
computer games, etc.). By asking the students to
recall and relate these experiences, parallels can be
drawn to business strategies and the plans that result
from these strategies (for example, think of all the
military and athletic terms that might be used to
describe business strategy—i.e., flanker movement
for flanker brands).
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