1. What is Ryanair’s business model? (note: the first 11 minutes of the “pricing lecture” deals with business models.)
2. Identify a non-tech brand that appears to follow the product-quality leadership pricing objective. Support your selection.
3. Jim has a patent on a device to aid in blood circulation. To have the product made in China, it will cost him $50,000 for set-up (fixed costs) and $150 per unit (variable costs) given an order quantity of 1,000. Jim has a commitment from a large retail chain to purchase all 1,000 units for $300 each. What return on sales (percent markup) will Jim be receiving?
4. In your observations and experiences at grocery stores what brands/product categories appear to be used as loss leaders most often?
Chapter 12
1.The book indicates that a push strategy is appropriate when brand loyalty is low. What is the logic behind this?
2.What is the difference between a vertical marketing system and a horizontal marketing system?
3. What does the book suggest about smartphones vs. tablets for mobile shopping? In your estimation is this expectation likely to pan out?
4. If Target’s online stores conflict with the physical stores too much, what recommendations would you offer to Target Management for reducing this channel conflict?
Video Questions from Place and Multi-Channel Issues Lectures
What are the various channels through which you serve your customers? Do different customers use different channels?
How effective do you think this channel structure is for your firm? (using VA clinic) Do you think it can (should) change in the future?
Video Question from Price Lecture
Describe your firm’s business model. (VA Clinic)
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