26 May Question 151)What role does the marketing mix play in positioning?
Question
152) Why is marketing analysis such an important part of marketing management?
153) In SWOT analysis, what is the difference between a weakness and a threat?
154) Why is marketing implementation often difficult to carry out?
155) Why are many marketers today using customer-centered measures of marketing ROI?
than amerry-go-round, a slide, pony rides, and an ice cream stand, Fun-Spot grew into a popular
family attraction with 20 rides, a restaurant, and an outdoor performing arts theater.
“My wife, Gail, and I didn’t know what we were getting into,” commented Ron Hart, the
owner. “We just knew that weekenders coming to the lakes in our rural area represented an
untapped market.”
Today, thousands of visitors flock to Fun-Spot–families, children of all ages, and even senior
citizens who enjoy strolling through the gardens and arbor.
“There’s something here for everyone,” Gail Hart said with a smile. “Dozens of companies
hold annual company picnics here. We have welcomed class field trips. And we even had one
wedding here at the park!”
“Here’s the funny thing,” Ron chimed in. “We really don’t know why we’ve been so
successful! There is nothing else like Fun-Spot Fun Park in the area. We were just lucky.”
“I think it’s the ambience of the park,” Gail added, “that has brought so many visitors. We
provide a ‘total package’ of entertainment. Plus, we try to change our rides and various attractions
from time to time.”
Ron and Gail Hart admitted that making every visitor happy is a priority. “That has always
been our philosophy,” they said. “And we’ve always been able to deliver on that because we’ve
never allowed ourselves to grow too big too quickly.”
157) Would you consider Fun-Spot’s mission statement to be market oriented? Explain.
158) At this point, how do Ron and Gail monitor Fun-Spot’s business portfolio?
159) Into which quadrant of the BCG matrix does Fun-Spot fall? Why?
160)How might Ron and Gail implement a market penetration strategy at Fun-Spot?
161)In what way do Ron and Gail currently implement a product development strategy at Fun-
Spot?
.
162)What are three possible emerging conditions that may cause the Harts to develop a
downsizing strategy at Fun-Spot?
163) Who comprises Fun-Spot’s target markets?
164)If you had to select a primary market segment that is crucial to the success of Fun-Spot, who
would it be? Why?
165)What role do service products play at Fun-Spot?
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