28 Jun William, the owner of King Willie’s Mattresses & Recliners,
Question
Questions
1. William, the owner of King Willie’s Mattresses & Recliners, has seen a recent increase in
competition and needs to find a way to drive revenue through the use of pricing. As
the boss and owner, he sets the prices but he lacks the understanding of how price
influences consumer psychology when he sets prices. What should King Willie be most
focused on as he selects the pricing method to ensure that he considers the impact on
consumer’s psychology?
2. Desiree’ is a newly minted manager of the local Irish Pub that focuses on serving
quality Russian food. A unique position in a very crowded market and she is having a
hard time communicating the unique value of visiting her Irish Pub to potential
customers. You have been hired as a consultant to explain the fundamental elements
of effective communication in order to help her determine whether she should focus on
the micro model, the macro model or a combination of both communication process
models to best communicate her value proposition to customers.
3. Professor Brey has decided that his days of educating the future business leaders in the
art and science of marketing are over. He has decided to pursue his first passion and
that is to open a BBQ food truck focusing on authentic Cuban BBQ. That’s right – giving
up the lectern for the BBQ trailer! However, as he transitioned to his new career he
forgot everything about which factors are most important in establishing an advertising
budget and how that impacts the selection of the right print media to communicate his
message to potential customers – those living and working in Downtown St. Paul on
lunch break. That being said, what questions would you recommend Professor Brey ask
when selecting the print ad and how would specific budget factors impact his
selection?
4. Our debate in sales is about the impact of training versus selection in
developing an effective sales force. Some observers maintain that the best
salespeople are “born” that way and are effective due to their personalities and
all the interpersonal skills they have developed over a lifetime. Others contend
that application of leading-edge sales techniques can make anyone a sales star. Take a position: The key to developing an effective sales force is selection
versus the key to developing an effective sales force is training.
5. Marketing Excellence – Mayo (Chapter 13). 1) Explain why Mayo Clinic is so good at
customer service. Why has it been so successful at practicing medicine differently
from other hospitals? 2) Do conflicts of interest exist between wanting to make your
patient happy and providing the best medical care possible? Why or why not?
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