14 Aug A companys marketing strategy can be customer-oriented (i.e., strategy designed

A companys marketing strategy can be customer-oriented (i.e., strategy
designed by examining primarily customer needs) or competitor-oriented (i.e.,
strategy based on competitors actions). In reality, companies do both. For the
following scenarios, identify which strategies to emphasize and why.
A market leader in pharmaceuticalsA market follower in a mature marketA market nicher (i.e., company focused on
a small segment) in interior decoration of luxury homesA a market challenger in a mature market
with low margins and significant economies of scale effect
(Points : 100)

Question 2. 2.The Tropical Paradise Resort is located on the coast of an
exotic Pacific island. Room rates are $300 per night, which includes
free access to the pool, gym, and tennis courts. The resort also offers the
following services:
Aerobics classes ($5 per)Therapeutic massages ($40 per)Scuba-diving trip to a nearby coral reef
($60 per)Day trips to an island volcano ($100 per
trip)
The average stay is five days. The hotel is
considering two pricing options:
Charge the regular room rate and charge
separately for the four services aboveCharge a higher room rate, which
includes the services
The resorts objective is to maximize long-term
profits by attracting repeat and new customers. Should they price their
services separately or bundle them? Why? Besides prices, what other factors
are important in your decision? (Points : 100)

Question 3. 3.Gobi Inc. has sales of $40,000,000. The contribution margin
is 40% and the fixed costs are $3,000,000. The variable cost per unit is $12.
The company is considering two different strategies for increasing their
profits:
Spend $2,000,000 in advertising; the
results is expected to increase the companys sales by 25% Reduce the price by 20%; the
price-demand elasticity is -3.0
Which of the two strategies will generate the
highest overall profits? Show
all calculations! (Points : 100)

A companys marketing strategy can be customer-oriented (i.e., strategy
designed by examining primarily customer needs) or competitor-oriented (i.e.,
strategy based on competitors actions). In reality, companies do both. For the
following scenarios, identify which strategies to emphasize and why.(Points : 100)Question 2. 2.The Tropical Paradise Resort is located on the coast of an
exotic Pacific island. Room rates are $300 per night, which includes
free access to the pool, gym, and tennis courts. The resort also offers the
following services:The average stay is five days. The hotel is
considering two pricing options:The resorts objective is to maximize long-term
profits by attracting repeat and new customers. Should they price their
services separately or bundle them? Why? Besides prices, what other factors
are important in your decision? (Points : 100)

Question 3. 3.Gobi Inc. has sales of $40,000,000. The contribution margin
is 40% and the fixed costs are $3,000,000. The variable cost per unit is $12.
The company is considering two different strategies for increasing their
profits:Which of the two strategies will generate the
highest overall profits? Show
all calculations! (Points : 100)

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