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 Principles of Marketing 3.0– Tanner
Instructor Manual

2. What are some examples of Walmart’s strengths?

Possible answers include:
a. Sheer size of operations, allowing for massive buying power.
b. Strong business foundation created by Sam Walton.
c. Strategic placement of stores
d. Reputation for low prices

3. Suppose you work for a major hotel chain. Using Porter’s five forces
model, explain what you need to consider with regard to each force
Threat of Substitute Products – the likelihood that your customers will stay
at a comparable hotel, the prices of other hotels, the costs of switching to
another hotel chain, the comparable quality and amenities of other hotels,
and the geographical availability of competition.
Threat of New Entrants –the barriers to entry that exist to prevent
competition, the capital requirements necessary and the economic
conditions needed for entry, customer brand loyalty and level of brand
differentiation, availability of distribution chains, government regulations,
retaliation of incumbents.
Intensity of Competitive Rivalry – the aggressiveness of your competition.
Bargaining Power Of Customers – number of buyers compared to number
of hotels, brand loyalty, price sensitivity.
Bargaining Power Of Suppliers – availability of suppliers, costs of
switching from one supplier to another, supplier product differentiation, and
in the case of employees, solidarity of labor.

B. DEVELOPING ORGANIZATIONAL OBJECTIVES AND FORMULATING

STRATEGIES
1. How do product development strategies differ from marketing
development strategies?
Product development strategies focus on developing new products for
existing customers, whereas market development strategies seek to acquire
new customers for existing products.

2. Explain why some strategies work for some companies but not
others.
Answers will vary. Students should recognize that there are a variety of
factors such as a company’s ability to effectively implement a strategy, target
customers’ preferences, quality and quantity of competition, economic
conditions, etc.

3. What factors do firms entering foreign markets need to consider?

Firms have to consider the level of risk they are willing to take, the amount of
initial investment they can safely pursue, the level of control they want over

© Tanner & Raymond 2016, published by Flat World Knowledge

 Principles of Marketing 3.0– Tanner
Instructor Manual

the production, distribution and marketing of their product, and the overall
level of commitment to the expansion.

4. How do franchising and licensing strategies differ?

Licensing gives the company less control over the production, distribution,
and marketing of the final product and raises the possibility of the licensee
“stealing” the production process and opening its own business. Franchising
offers the opportunity for a more interdependent relationship where the
company has more control over the franchisee’s activities. The franchisor
often acts a supplier for the franchisee’s raw materials, and controls the
advertising and brand recognition.

C. WHERE STRATEGIC PLANNING OCCURS WITHIN FIRMS

1. What different levels of planning can organizations utilize?
Corporate level plans – top executives develop strategic plans for the
company as a whole.
Business level plans - Strategic business units (divisions of a company that
have their own business or product line within the company) develop their
own strategies for advancing their own business or product.
Functional level plans – functional areas or departments such as
accounting, finance, marketing, etc., may develop their own strategic plans.

2. Give an example and explain how a corporation that wants to help

protect the environment can do so at its corporate, business, and
functional levels.
PepsiCo has committed itself to achieving business and financial success
while leaving a positive imprint on society. To support PepsiCo’s overall
competitive strategy, all three business units must develop strategic plans to
profitably produce products while demonstrating they are committed to
society and the environment. At the functional (marketing) level, to increase
PepsiCo’s profits, employees are responsible for different products or
product categories such as beverages or foods that might focus on
developing healthier products and making their packaging more
environmentally friendly so that the company captures more market share.

D. STRATEGIC PORTFOLIO PLANNING APPROACHES

1. How would you classify a product that has a low market share in a
growing market?
The product is probably a question mark or problem child using the BCG
matrix.

2. What does it mean to hold market share?

© Tanner & Raymond 2016, published by Flat World Knowledge

 Principles of Marketing 3.0– Tanner
Instructor Manual

Companies holding market share invest only what they have to maintain the
product’s market position.

3. What factors are used as the basis for analyzing businesses and
brands using the BCG and the GE approaches?
The BCG matrix uses the SBU’s market growth rate (how fast the unit is
growing compared to the industry) and its relative market share (the unit’s
share of the market). The GE approach uses the strengths of the business and
the attractiveness of the industry (high, medium, low).

II. Practice Questions

1. Explain how a marketing objective differs from a marketing

strategy. How are they related?
A marketing objective is the goal the company wants to achieve and should
be realistic and measurable. The marketing strategy describes the activities
and behaviors the company will engage in to reach the marketing objective.

2. Explain how an organization like McDonald’s can use franchising to

create value for the brand.
One of the most common market entry methods employed by service firms is
franchising. Franchising allows McDonald’s to cater to consumer demands
depending on locations while at the same time providing consistent quality
and many consistent menu items. The franchisee also benefits from
McDonald’s advertising as well as the Golden Arches. For example, the menu
offered at a franchise in the U.S. can differ from the one offered in a country
like India. For more reference –
http://www.franchisedirect.com/foodfranchises/themarketinggeniusbehind
mcdonaldsfranchisesuccess/14/25

3. How has PepsiCo employed a product development strategy?

A company may introduce different variations to an existing product, such as
new flavors, colors, or sizes.

4. Discuss how conducting a SWOT (strengths, weaknesses,

opportunities, threats) analysis helps a firm (or an individual) develop
a strategic plan.
Companies identify their strengths and any opportunities that may exist in
the external environment and then, develop a strategic plan that capitalizes
on these factors. Similarly, weaknesses and threats, when identified, can be
anticipated and minimized to a certain degree.

5. Describe the value propositions the social networking sites YouTube

and Facebook offer Web users.

© Tanner & Raymond 2016, published by Flat World Knowledge

 Principles of Marketing 3.0– Tanner
Instructor Manual

YouTube and Facebook provide places for social interface and recognition.
They give people a forum for self-promotion, interaction, and entertainment.

© Tanner & Raymond 2016, published by Flat World Knowledge

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FOOTNOTES:
[1] Lacordaire, 2d Toulouse Conference.
[2]

No, Louis was less harsh than he appeared;

His death has justified him,
Since he, as well as the Messiah,
Has died for our salvation.

[3] Room No. 124 of the Notice du Musée de Versailles, by M.

Eudore Soulié.
[4] Room No. 115 of the Notice du Musée de Versailles.
[5] See the interesting work by M. Édouard de Barthélemy, Les
filles du Regent, 2 vols., Firmin Didot.
[6] La Reine Leczinska, by Madame the Countess d’Armaillé,
born De Ségur, 1 vol., Dentu.
[7] Letter to M. Thiriot, October 17, 1725.
[8] Receveur des décimes—the tithe formerly paid by the
clergy to the kings of France.
[9] Memoirs of Duclos.
[10] The Duke was blind in one eye.
[11] The chamber of Louis XV. and the cabinets are now used
as the apartment of the President of the National Assembly.
[12] Massillon, Sermon on l’Evidence de la loi.
[13] Memoirs of the Duke de Luynes.
[14] Les Maitresses de Louis XV., par Edmond et Jules de
Goncourt. 2 vols. Firmin-Didot.
[15] Correspondence of Louis XV. and the Marshal de Noailles,
published by M. Camille Rousset. 2 vols. Dumont.
[16] Lettres autographes de la duchesse de Châteauroux.
Bibliothèque de Rouen.
 [17] Memoirs of the Duke de Luynes.
[18] M. Capefigue, Madame la Marquise de Pompadour. 1 vol.
Amyot.
[19] M. Boutaric, Correspondance Secrète de Louis XV.
[20] The dinner took place in the room called the Queen’s
Antechamber, No. 117 of the Notice du Musée, by M. Eudore
Soulié.
[21] Room No. 116 of the Notice du Musée.
[22] The gilted screw-rings which served to support this canopy
may still be seen in the cornice opposite the windows.
[23] La reine Marie Leczinska, by Madame the Countess
d’Armaillé, born de Ségur. 1 vol., Didier.
[24] Massillon, Sermon sur les dégoûts qui accompagnent la
piété.
[25] Born at Versailles, September 4, 1729, died at
Fontainebleau, December 20, 1765. He married a Spanish
Infanta in 1745, and in 1747 a princess of Saxony, the mother of
Louis XVI., Louis XVIII., and of Charles X.
[26] February 25, 1745.
[27]

When Cæsar, that charming hero,

Whom all Rome idolized,
Gained some brilliant combat,
People complimented on it
The divine Cleopatra.
When Louis, that charming hero,
Who is the idol of all Paris,
Gains some brilliant combat,
One must compliment on it
The divine D’Étioles.

[28]
 He knows how to love and how to fight;
He sends to this fair abode
A brevet worthy of Henry Fourth,
Signed: Louis, Mars, and Love.
But the enemies have their turn,
And his valor and his prudence
Give to Ghent, the same day,
A brevet as a French city.
These two brevets, so welcome,
Will both survive in memory.
With him the altars of Venus
Are in the temple of Glory.

[29]

All is about to change: the crimes of an inconstant

No longer will be vaunted as exploits.
Modesty alone will obtain our homage,
Constant Love will resume his rights.
The example of it is given by the greatest of kings
And the most discreet of beauties.

[30]

Great King, London groans, Vienna weeps and admires

thee.
Thine arm is about to decide the fate of the Empire.
Sardinia wavers, and Munich repents;
Batavia, undecided, is a prey to remorse;
And France exclaims amidst her joy:
“The best loved of Kings is also the greatest!”

[31] See the accurate and interesting little work by M. Adolphe

Julien: Histoire du Théâtre de Mme. de Pompadour, dit Théâtre
des petits cabinets, with an etching by Martial after Boucher.
[32]
 One traces but on sand
The vague and unstable promises
Of all the nobles of the court;
But on imperishable bronze
The Muses have traced the name of Pompadour
And her invariable promise.

[33] This staircase, which led to the large apartments of the

King, was destroyed in 1750. The present staircase in the wing of
the palace was constructed on the side of it.
[34]

This perfect American

Has caused too many tears to flow.
Can I not console myself
And see Venus at her toilette?

[35] See the learned and remarkable work of M. Campardon:

Madame de Pompadour et la cour de Louis XV., 1 vol., Plon.
[36] Curiosités historiques, par M. Le Roy, 1 vol., Plon.
[37] See rooms 56, 57, 58, 59 of M. Soulie’s Notice of the
Museum of Versailles. No. 57 was the bedroom of the Marquise,
No. 58 her study.
[38]

Sincere and tender Pompadour

(For I can give you in advance
This name which rhymeth with amour
And soon will be the finest name in France),
This tokay with which Your Excellence
At Étioles regalèd me,
Beareth it not some resemblance
Unto the King who gave it thee?
It is, like him, without melange,
Joins strength to mildness, pleasant art,
Pleases the eyes, enchants the heart,
Does good and never knoweth change.

[39]
 Spirits and hearts and ramparts terrible,
All to his efforts yield, all bend beneath his law,
And Berg-Op-Zoom and you, you are invincible;
You have submitted only to my King.
’Tis to your arms he flies from Victory’s breast,
Finds in your heart the guerdon of his toils.
His glory nothing can augment,
And you augment his happiness.

[40]

So then, you reunite

All arts, all gifts to please;
Pompadour, you embellish
The court, Parnassus, and Cythera.
Charm of all eyes, treasure of one alone,
May your love be eternal!
May all your days be marked by festivals!
May new successes mark the days of Louis!
May you both live devoid of enemies
And both preserve your conquests.

[41]

Grotesque monument, infamous pedestal;

The Virtues are on foot, and vice on horseback.

[42]

Here lies she who, starting from a dungheap,

In order to make her fortune complete,
Sold her honor to the farmer,
And her daughter to the proprietor.

[43]
 The noble lords abase themselves,
The financiers enrich themselves,
The Poissons aggrandize themselves;
’Tis the reign of good-for-naughts.
They exhaust the treasury,
They waste in buildings,
The State falls into decadence,
The King sets nothing straight.
A little bourgeoise,
Brought up like a wanton,
Measuring all by her own standard,
Makes a kennel of the court;
Louis, in spite of his scruples,
Burns coldly for her,
And his ridiculous amour
Makes all Paris laugh.
A vapid countenance,
And each tooth spotted,
The skin yellow and freckled,
The eyes frigid and the neck long,
Witless and without character,
The soul vile and mercenary,
The tattle of a gossip,
All is low with la Poisson.
If among chosen beauties
She were one of the prettiest,
One pardons follies
When their object is a gem.
But when a ridiculous creature
And so flat a figure
Excites so many murmurs,
Every one thinks the King a fool.

[44]

Who can hereafter recognize his King

Amid these actors who reign with thee?

[45]
 Love has been set upon the throne of France.
Theatric rage assassinates the court.
The palaces of our kings, once worthy of respect,
Lose all their éclat, become contemptible;
None but merry-andrews inhabit them!...

[46]

A leech’s daughter and a leech herself,

Fish of an arrogance extreme,
Parades in this château, without fear or dread,
The people’s substance and the monarch’s shame.

[47] Clément XIV. et les Jésuites, by M. Crétineau-Joly.

[48] See the very learned and complete work of M. Jobez: La
France sous Louis XV. Six vols., Didier.
[49]

What is clearly conceived is clearly expressed,

And the words to say it come easily.

[50] Sainte-Beuve, Causeries du Lundi, t. viii.

[51]

Soubise says, lantern in hand,

There’s no use looking, where the devil is my army?
It was here yesterday morning, anyhow,
Has some one taken it or have I lost it?
Ah! I lose everything, I am a rattlepate;
But wait till broad daylight, till noon.
What do I see! O heaven! How my soul is enraptured!
Wondrous prodigy, there it is, there it is!—
Ah! zounds! What is that then?
I was mistaken, ’tis the enemy’s army.

[52] Voltaire, Siècle de Louis XV.

[53] See the witty and interesting work by M. Arsène
Houssaye: Louis XV. 1 vol., Dentu.
[54]
 The sun is sick,
And so is Pompadour;
’Tis but a transient thing,
For both are cured;
The good God who aids
Our wishes and our love,
For the welfare of the world
Restores to us the day
With Pompadour.

[55]

You are too dear to France,

To the god of arts and loves,
To fear the deadly power of fate.
All the gods watched over your life,
All were animated by the zeal that inspires me;
In flying to your rescue
They have established their empire.

[56] Bossuet. Sermon on Final Impenitence.

[57] Room No. 116 of the Notice du Musée, by M. Eudore
Soulié.
[58] No. 122 of the Notice.
[59]

These lines, traced by a hand divine,

Cannot but cause me trouble and embarrassment.
’Twere too much daring should my heart divine them;
’Twere too ungrateful not to guess them.

[60]
 One should not be old except in Sparta,
Say the ancient writings.
Great God! how far I am out of the way,
Who am so old in Paris.
O Sparta! O Sparta! alas! what has become of you?
You knew the full value of a hoary head.
The more one muffled up in dog-days,
The more the ear was deaf and dim the eye,
The more nonsense one talked in his sad family,
The more one criticised the veriest trifle,
The more gout and similar titbits one possessed,
The more teeth one had lost by their good will,
The more one stooped over his heavy crutch,
The more fit, in fact, one was to be buried,
The more within its ramparts one was honored.
O Sparta! O Sparta! alas! what has become of you?
Yon knew the full value of a hoary head.

[61]

Accumulated years have pushed me to extremity.

I cannot longer, alas! find Sparta everywhere,
But you, the model of queens,
Assuredly should find Athens everywhere.

[62] Mesdames de France, filles de Louis XV., by Édouard de

Barthélemy. Didier.
[63] Louis XV. et sa famille, after unpublished letters and
documents, by Honoré Bonhomme. 1 Vol., Dentu.
[64] No. 122 of Notice du Musée de Versailles, by M. Eudore
Soulié.

Transcriber’s Notes:

1. Obvious printers’, punctuation and spelling errors have been corrected

silently.

2. Where hyphenation is in doubt, it has been retained as in the original.

3. Some hyphenated and non-hyphenated versions of the same words have

been retained as in the original.
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