Marketing Communications
2nd Edition by Lynne Eagle
Complete Chapter Solutions Manual
are included (Ch 1 to 18)
** Immediate Download
** Swift Response
** All Chapters included
,Chapter 1: Marketing communications
as a strategic marketing tool
Think box: mapping communications activity
Using Figures 1.1 and 1.2, map out the marketing communication activity of:
a. a ‘fast moving consumer good (FMCG) product such as bread
b. a soft drink such as Coca-Cola or Pepsi against bottled water and energy drinks
c. a durable product such as a refrigerator
d. a service provider such as an airline or an organization offering packaged holidays.
In what ways are their marketing communications strategies likely to be similar and in what ways are they likely
to be different – and why?
Answer checklist
This is intended as the basis of an ‘icebreaker’ group or class discussion with students comparing and
contrasting views to then start connecting real-world activity with relevant concepts and theories.
Radley handbags in chapter case: questions to consider
Try to evaluate this case using the material covered in this chapter, particularly Figures 1.1 and 1.2. Also think
about how Radley might change their marketing mix in the future, including how they might use electronic
media.
Answer checklist
Before answering this set of questions, students should visit key stores and their websites to familiarize
themselves with this specific product category. They should compare and contrast Radley’s presence with those
of its main competitors. Internet-based marketers (i.e. no conventional store-based activity) should also be
evaluated.
Specifically focus on the following questions.
1. Discuss the arguments for and against continuing to run this style of
advertising
Complete answers should discuss the problems of continually coming up with new ideas to keep the message
fresh, versus imitation by competitors. Consideration should be given to:
• consequences of doing nothing (probable gradual decline in store presence, awareness and market
share)
• maintaining existing material (identifying the point at which ‘wear-out’ will occur, i.e. the message will
be seen as stale by prospective purchasers)
• ability to react to competitors, particularly if a well resourced competitor is able to mount a significant
challenge to the innovation provided by Radley.
, 2. Assume you are one of Radley’s major competitors:
a. How would you counter their marketing communications?
Radley’s competitors will be continually evaluating the market and doing their own evaluation of the strengths
and weaknesses of their competitors and of potential marketing strategies available to them. They will also be
trying to predict likely competitor reactions to their own – and all other competitors’ activity. Competitors may
ignore Radley, imitate them or develop a completely different communications strategy, particularly if they can
stress a significant point of difference.
Students should therefore map out the most likely scenarios and make reasoned recommendations as to what
strategy Radley would be best advised to take in each situation.
b. What are the arguments for and against undertaking a similar store
promotion with another retailer (e.g. Harvey Nichols, Debenhams, House of
Fraser)?
If a similar promotion is done with another retailer, there is the danger that all other retailers will expect similar
promotional activity. Radley will need to consider the potential costs of this – and the consequences of
declining to provide promotional support to retailers. There is a danger that if they do not provide this,
competitors will, and Radley may find their store presence in these stores significantly reduced or, in a worst
case scenario, they may find themselves completely blocked out of some stores.
3. If you were the marketing manager of one of these department stores,
what would you recommend be done regarding promoting Radley’s and /
or its competitors in store?
Each retailer will be looking at the relative strengths and weaknesses of the brands that they carry and their
relative sales and profit performance and will respond accordingly. The Radley promotional activity will be
used as leverage to gain not only support from Radley but from all other brands – with consequences for the
future profitability and relative market shares of all brands in the category. Another danger for these brands is
that stores may develop and promote their own house brands, leveraging off the awareness generated by brand
activity.
Think box: communicating innovation
Assume you are the marketing manager for an electronics company. Your marketing communications has
historically been centred on high quality and technical innovation. Your sales are now sluggish and your
advertising agency has recommended a major price discount-based sales promotion.
Discuss the positives and negatives of this move and the likely impact on sales and on the way consumers perceive
your brand.
What action might your competitors take if you maintain your current marketing communications approach OR
if you change to a price discount-based strategy? Use Figures 1.1 and 1.2 to map out what information you would
need to determine which option is likely to be the better choice. Justify your decisions.
Answer checklist
2nd Edition by Lynne Eagle
Complete Chapter Solutions Manual
are included (Ch 1 to 18)
** Immediate Download
** Swift Response
** All Chapters included
,Chapter 1: Marketing communications
as a strategic marketing tool
Think box: mapping communications activity
Using Figures 1.1 and 1.2, map out the marketing communication activity of:
a. a ‘fast moving consumer good (FMCG) product such as bread
b. a soft drink such as Coca-Cola or Pepsi against bottled water and energy drinks
c. a durable product such as a refrigerator
d. a service provider such as an airline or an organization offering packaged holidays.
In what ways are their marketing communications strategies likely to be similar and in what ways are they likely
to be different – and why?
Answer checklist
This is intended as the basis of an ‘icebreaker’ group or class discussion with students comparing and
contrasting views to then start connecting real-world activity with relevant concepts and theories.
Radley handbags in chapter case: questions to consider
Try to evaluate this case using the material covered in this chapter, particularly Figures 1.1 and 1.2. Also think
about how Radley might change their marketing mix in the future, including how they might use electronic
media.
Answer checklist
Before answering this set of questions, students should visit key stores and their websites to familiarize
themselves with this specific product category. They should compare and contrast Radley’s presence with those
of its main competitors. Internet-based marketers (i.e. no conventional store-based activity) should also be
evaluated.
Specifically focus on the following questions.
1. Discuss the arguments for and against continuing to run this style of
advertising
Complete answers should discuss the problems of continually coming up with new ideas to keep the message
fresh, versus imitation by competitors. Consideration should be given to:
• consequences of doing nothing (probable gradual decline in store presence, awareness and market
share)
• maintaining existing material (identifying the point at which ‘wear-out’ will occur, i.e. the message will
be seen as stale by prospective purchasers)
• ability to react to competitors, particularly if a well resourced competitor is able to mount a significant
challenge to the innovation provided by Radley.
, 2. Assume you are one of Radley’s major competitors:
a. How would you counter their marketing communications?
Radley’s competitors will be continually evaluating the market and doing their own evaluation of the strengths
and weaknesses of their competitors and of potential marketing strategies available to them. They will also be
trying to predict likely competitor reactions to their own – and all other competitors’ activity. Competitors may
ignore Radley, imitate them or develop a completely different communications strategy, particularly if they can
stress a significant point of difference.
Students should therefore map out the most likely scenarios and make reasoned recommendations as to what
strategy Radley would be best advised to take in each situation.
b. What are the arguments for and against undertaking a similar store
promotion with another retailer (e.g. Harvey Nichols, Debenhams, House of
Fraser)?
If a similar promotion is done with another retailer, there is the danger that all other retailers will expect similar
promotional activity. Radley will need to consider the potential costs of this – and the consequences of
declining to provide promotional support to retailers. There is a danger that if they do not provide this,
competitors will, and Radley may find their store presence in these stores significantly reduced or, in a worst
case scenario, they may find themselves completely blocked out of some stores.
3. If you were the marketing manager of one of these department stores,
what would you recommend be done regarding promoting Radley’s and /
or its competitors in store?
Each retailer will be looking at the relative strengths and weaknesses of the brands that they carry and their
relative sales and profit performance and will respond accordingly. The Radley promotional activity will be
used as leverage to gain not only support from Radley but from all other brands – with consequences for the
future profitability and relative market shares of all brands in the category. Another danger for these brands is
that stores may develop and promote their own house brands, leveraging off the awareness generated by brand
activity.
Think box: communicating innovation
Assume you are the marketing manager for an electronics company. Your marketing communications has
historically been centred on high quality and technical innovation. Your sales are now sluggish and your
advertising agency has recommended a major price discount-based sales promotion.
Discuss the positives and negatives of this move and the likely impact on sales and on the way consumers perceive
your brand.
What action might your competitors take if you maintain your current marketing communications approach OR
if you change to a price discount-based strategy? Use Figures 1.1 and 1.2 to map out what information you would
need to determine which option is likely to be the better choice. Justify your decisions.
Answer checklist
