When completing an assignment for a given module, the student will assume the role of marketing manager for the selected organizatio
Using a minimum of 600 words (12-point Times New Roman font, double spaced), and include a separate references page answer the following questions below. All content must show direct application to the topic and exclude definitions of terms and general explanations of generic marketing topics. The assignment should be submitted as a Microsoft Word document.
When completing an assignment for a given module, the student will assume the role of marketing manager for the selected organization. All student responses must be based on research. View the entire course textbook (all chapters) as a resource for the assignment, meaning it may be necessary to locate assignment-related material in chapters other than those corresponding with the module in which the assignment is located. While the effort has been made to ensure that all material necessary for assignment completion is found in the textbook, contact the instructor immediately if information needed to complete the assignment cannot be located in the textbook. The instructor will then provide instructions on locating the required material. Quotes must be minimized and long quotes (40 words or more) avoided.
Using a minimum of two scholarly marketing journals (Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, etc.), practitioner publications, and the course textbook (attached), the two parts of the assignment (attached) answer the below questions. Chick-fil-A will be the business we will be discussing to keep with the first two assignments.
Questions
Q1. Explain the organization’s product plan. (Ch. 8)
Q2. Explain the product’s/service’s current life cycle stage (introduction, growth, maturity or decline). Select one stage to discuss and omit the others. (Ch.8)
Q3. Discuss viable techniques of building the equity of the brand. (Ch.9)
Q4. Discuss several branding decisions recently made or appropriate to make. (Ch.9)
Q5. Discuss organizational efforts at customer satisfaction, loyalty, and retention. (Ch.10)
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Marketing Management
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Marketing Management
Q1. Provide a description of the product/service and a brief history of the firm.
1946 was the year when Truett Cathy founded the Dwarf Grill, before rebranding it as the Dwarf House and later to Chick-Fil-A in Atlanta. In this same year, Cathy created the company’s recipe (chicken sandwich). In 1984, the headquarters of this firm were established in Atlanta, just before opening a stand-alone eatery in 1986 (Chick-Fil-A, 2021). The company started its first campaign in 1995 and in 1996, it started sponsoring a bowl game. The firm’s sales surpassed two billion dollars in 2006, while it became a billion-dollar brand. Chick-Fil-A's main products include chicken and poultry products, including scrambled burritos and waffle fries.
Q2. Explain your current or possible global marketing efforts.
The firm’s efforts to expand globally are built upon the expansion of its menu, which only revolves around chicken products. Given the limited nature of its goods, which has hindered it from expanding into other regions, the company has opted to broaden its menu to include items such as waffle fries. Therefore, Chick-Fil-A has been tirelessly working to retain and attract more clients from around the globe.
Q3. Explain the organization’s mission. Provide its mission statement or create one if necessary.
Chick-Fil-A’s mission statement illustrates the need for the firm to be the best quick-service restaurant in America that wins and keeps its customers. This means that the firm is convinced that it can win and retain customers by offering better products and services. Better products and services means that Chick-Fil-A offers foods that are of high quality, while its services ought to be quick and affordable at the same time. For Chick-fil-A, the purpose of a mission statement is to help the firm meet its objectives.
Q4. Explain your competitive strategy.
Chick-Fil-A's operations complement its business philosophy of providing high-quality goods with superb service at reasonable prices. This company's consumer-centric strategy will help it carve out a position in the industry. Marshall and Johnston (2019) illustrate that a company promoting and practicing a high level of customer focus is referred to as a customer-centric organization. It has gained a significant competitive edge not just through outstanding product development, but also through exceptional customer service. The organization delights its clients by establishing trust, which entails developing connections with them and learning about who they are, as well as their aspirations and desires. Despite being a fast-food restaurant, they seek to create a pleasurable time for every client while also having a beneficial impact on the community.
Q5. Conduct a SWOT (strengths, weaknesses, opportunities, threats) analysis for the organization
Strengths
One of the key strengths that makes Chick-Fil-A the best is the services it provides to its customers. This customer service is made possible by the training that employees undergo, wherein the training is centered on understanding and happiness. Another strength is the firm’s menu selection, which includes chicken sandwiches instead of burgers. The firm also offers quality food products, which are as a result of Cathy, who took time in developing the original chicken sandwich recipe. Brand building can also be described as a strength given that it involves the local community. Powerful marketing efforts such as 'Eat Mor Chikin' aided in the brand's growth (McGinty, 2019).
Weaknesses
Poor geographic coverage can be described as a weakness because Chick-Fil-A’s presence is limited only to the US, meaning that its popularity is limited. Popularity among middle-income people in the US is a concern primarily because of the firm’s highly priced products.
Opportunities
Chick-Fil-A has an opportunity to expand to new markets such as the European ones which Marshall and Johnston (2019) name as the most successful. Here, its products can be well received, thus increasing its customer base. Health is a concern for customers, and this firm has the opportunity to reinvent itself by creating healthy food options. Although the company's brand is recognizable, its involvement in many religious and political activities may turn off some consumers, and this implies that by rebranding itself, it might attract new ones. While the firm does provide the conventional chicken sandwich, it has to create new offerings to widen its popularity and expand its customer base.
Threats
The culture of Chick-Fil-A is often regarded as among the most orthodox in the world, earning it much criticism. While the firm's branding is not political, it continuously provides financial support to ideological initiatives and activities, earning them a great deal of indignation from those opposing such efforts. The company's revenue situation is impacted by intense rivalry from established companies such as McDonald's and independent eateries. Changing health and economic policies might have a detrimental effect on the firm.
Chick-Fil-A. (2021). History: Company History. Chick-Fil-A. Inc. https://www.chick-fil-a.com/about/history
Johnston, M. W., & Marshall, G. W. (2019). Marketing Management. McGraw-Hill. 3rd Edition. https://www.acetermpaper.com/wp-content/uploads/2021/04/eBook-PDF-Marketing-Management-3rd-Edition-by-Greg-Marshall.pdf
McGinty. J. (2019). “Covert Cows. The Chicken Wire. https://thechickenwire.chick-fil-a.com/inside-chick-fil-a/covert-cows
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Marketing Management
Student’s name
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Instructor’s name
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Marketing Management
Discuss the use of marketing research to be used to gather information on present or potential customers. Which forms of marketing research would be best in gathering consumer information relating to the product/service?
Marketing research provides insights and evidence that may be utilized to generate choices about the marketing strategy and perhaps other activities inside a firm. Chick-fil-A serves customers, and as a result, various kinds of marketing research methodologies may be used to obtain data on their clients' perception of the services and foods they serve. Chick-fil-A regularly undertakes company-wide surveys to get input on ways the company operates. Marshall and Johnston (2019) assert that following consumers' initial queries via purchase placing and fulfillment provides information into their behavior. Feedback is a straightforward and premium method of gathering info. Acquiring relevant feedback enables you to discover problematic spots. Chick-fil-A gives incentives and prizes to customers who make repeat orders and provide reviews. Chick-Fil-A through the use of focus groups modified marketing strategies in order to reach its intended demographic. Digital technologies may be quite helpful based on the market, the business is attempting to target. Numerous customers depend on technology on a daily basis, and that's why Chick-Fil-A should also use this research tool.
Explain several external forces that affect the organization’s marketing planning and strategy.
Consumer choice is an external influence that impacts Chick-fil-A. As consumer tastes evolve, it might have an effect on the management and designing of its marketing strategy. Due to the fact that Chick-fil-A exclusively serves poultry products and does not provide a diverse selection of items, there is a possibility of a preference shift. Additionally, Chick-fil-A's price varies according on economic progress. When consumers have enough cash, they will go for a highly expensive items over the alternative. On the other hand, if individuals lack the financial means to spend, they will go for the less expensive choice. Chick-Fil-A is also affected by competition, which is an external influence affecting the firm's marketing strategy and plan. Rivalry can also be termed as an external factor given that similar eateries such as McDonald's, Burger King, and Wendy's are in this sector, although the firm’s chicken sandwich has maintained it on center of the leaderboard. The corporation has also been chastised for being heavily engaged in initiatives that are incompatible with its brand. As a result, political resentment can be seen as an external factor affecting this company. For example, customers have criticized it for solely endorsing and contributing funds to anti-LGBTQ groups (Wu, 2019).
Discuss the aspects of the organization’s customer relationship management (CRM) program.
Chick-fil-A outperforms the competition in terms of customer service partly due to the manner it engages with consumers. The company satisfies its consumers through establishing trust, which entails developing connections with them and learning about their personalities, and also their ambitions and desires. This corporation uses a four-part approach as part of its CRM program, which requires workers to interact with clients, grin at them, and converse prior to giving complementary refreshments. Marshall and Johnston (2019) demonstrate that a customer-centric organization puts the consumer at the center of all that occurs within as well as outside an organization. This is why Chick-Fil-A has developed the Mon's Valet service, particularly to cater to the needs of caregivers with small children (Wishart, 2020).
Explain which consumer characteristics (personal, psychological, cultural, situational, social) matter most in the purchase decision
Marshall and Johnston's (2019) illustrations demonstrate that both exterior and internal variables influence customer preferences. Personal characteristics like as affluence and lifestyle may influence Chick-Fil-A consumers' purchasing decisions, since the company may provide its services at pricing that are only affordable to the moderate and higher classes. Well, the psychological characteristics of purchasers are undoubtedly the most critical factor in the purchase behavior. Consumers are motivated to seek pleasure, which Chick-fil-A accomplishes via consumer-employee interactions. Customers' decisions to acquire this firm's services are impacted by their worldview and what they have heard of their products. Chick-Fil-A utilizes exceptional marketing methods that are both compelling and successful in encouraging individuals to consume their delicacies. Attitude about Chick-Fil-A’s products is most based on certain attributes such as the recipe of making the product. At Chick-Fil-A, consumer perception refers to how customers perceive their products and if they enjoy the service provided. This leads people to select this fast-food restaurant as their first choice in America because they believe their goods and services are the greatest.
Explain how the product/service is positioned in the market. Quote or create a positioning statement for the product/service and explain its rationale
Chick-Fil-A's products are positioned well in the market, owing mostly to its competitive initiatives, which contribute to the brand's awareness. The company's mission is to create a unique eating encounter focused on the client and a healthy alternate to hamburger restaurants. The restaurant provides exclusively high-quality poultry dinners and costs a modest charge above comparable options from rivals. Chick-Fil-A's fundamental business principles are optimized for each client encounter (Stevens, 2014). Chick-Fil-A's superior food service and client satisfaction have given the company a distinct competitive edge that its rivals have struggled to emulate. "Chick-fil-A has reaffirmed its brand strategy by appealing to the emotional responses of its consumers" (Stevens, 2014).
References
Johnston, M. W., & Marshall, G. W. (2019). Marketing Management. McGraw-Hill. 3 rd Edition. https://www.acetermpaper.com/wp-content/uploads/2021/04/eBook-PDF-Marketing-Management-3rd-Edition-by-Greg-Marshall.pdf
Stevens. J. L. (2014). Successful Brand Positioning: Chick-fil-A. Crisis Management Solutions. https://crisismanagementsolutions.wordpress.com/2014/03/13/successful-brand-positioning-chick-fil-a/
Wishart. J. (2020). How Chick-Fil-A Uses Customer Delight as a Competitive Advantage. Rhythm systems. https://www.rhythmsystems.com/blog/how-chick-fil-a-uses-customer-service-as-a-competitive-advantage
Wu. J. (2019). Beyond the sandwich wars: Chick-fil-A’s history of outrunning competitors and criticism. CNBC. https://www.cnbc.com/2019/08/30/beyond-the-sandwich-wars-chick-fil-as-history-of-outrunning-competitors-and-criticism.html
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Marketing Management
Third Edition
Greg W. Marshall ROLLINS COLLEGE
Mark W. Johnston ROLLINS COLLEGE
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MARKETING MANAGEMENT, THIRD EDITION
Published by McGraw-Hill Education, 2 Penn Plaza, New York, NY 10121. Copyright © 2019 by
McGraw-Hill Education. All rights reserved. Printed in the United States of America. Previous editions ©
2015 and 2010. No part of this publication may be reproduced or distributed in any form or by any means,
or stored in a database or retrieval system, without the prior written consent of McGraw-Hill Education,
including, but not limited to, in any network or other electronic storage or transmission, or broadcast for
distance learning.
Some ancillaries, including electronic and print components, may not be available to customers outside the
United States.
This book is printed on acid-free paper.
1 2 3 4 5 6 7 8 9 LWI 21 20 19 18
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MHID 1-259-63715-8
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All credits appearing on page or at the end of the book are considered to be an extension of the copyright
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Library of Congress Cataloging-in-Publication Data
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Marshall, Greg W., author. | Johnston, Mark W., author.
Marketing management/Greg W. Marshall, Rollins College, Mark W.
Johnston, Rollins College.
Third edition. | New York, NY : McGraw-Hill Education, [2019]
LCCN 2017048393 | ISBN 9781259637155 (alk. paper)
LCSH: Marketing—Management.
LCC HF5415.13 .M3699 2019 | DDC 658.8—dc23 LC record
available at https://lccn.loc.gov/2017048393
The Internet addresses listed in the text were accurate at the time of publication. The inclusion of a website
does not indicate an endorsement by the authors or McGraw-Hill Education, and McGraw-Hill Education
does not guarantee the accuracy of the information presented at these sites.
mheducation.com/highered
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To Patti and Justin.
-Greg
To Susan, my love, and Grace, my joy, thank you
-Mark
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ABOUT THE AUTHORS
Greg W. Marshall
Greg W. Marshall is the Charles Harwood Professor of Marketing and Strategy in the Roy E. Crummer Graduate School of Business at Rollins College in Winter Park, Florida, and is also the academic director of the Executive DBA program there. For three years he served as vice president for strategic marketing for Rollins. He earned his Ph.D. from Oklahoma State University and holds a BSBA and an MBA from the University of Tulsa. Before joining Rollins, Greg was on the faculty at the University of South Florida, Texas Christian University, and Oklahoma State University. He currently also holds an appointment as professor of marketing and strategy at Aston Business School in Birmingham, United Kingdom.
Prior to returning to school for his doctorate, Greg worked in the consumer packaged goods and retailing industries with companies such as Warner- Lambert, Mennen, and Target. He also has considerable experience as a consultant and trainer for a variety of organizations and has been heavily involved in teaching marketing management at multiple universities to both MBA and advanced undergraduate students.
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Greg is editor-in-chief of the European Journal of Marketing and is former editor of the Journal of Marketing Theory and Practice and the Journal of Personal Selling & Sales Management. His published research focuses on the areas of decision making by marketing managers, intraorganizational relationships, and sales force performance. He is a member of the board of directors of the American Marketing Association and is past president of the AMA Academic Council. He is a distinguished fellow and past president of the Academy of Marketing Science and is a distinguished fellow, past president, and member of the board of governors of the Society for Marketing Advances. Greg also serves as a fellow and member of the academic advisory council of the Direct Selling Education Foundation.
Mark W. Johnston
Mark W. Johnston is the Alan and Sandra Gerry Professor of Marketing and Ethics in the Roy E. Crummer Graduate School of Business at Rollins College in Winter Park, Florida. He earned his Ph.D. from Texas A&M University and holds a BBA and an MB from Western Illinois University. Before joining Rollins, Mark was on the faculty at Louisiana State University. Prior to his academic career, he worked in industry as a sales representative for a leading distributor of photographic equipment. His research has been published in a number of professional journals including the Journal of Marketing Research, Journal of Applied Psychology, Journal of Business Ethics, Journal of Marketing Education, Journal of Personal Selling & Sales Management, and many others.
Mark has been retained as a consultant for firms in a number of industries including personal health care, chemical, transportation, hospitality, and telecommunications. He has consulted on a wide range of issues involving strategic business development, sales force structure and performance, international market opportunities, and ethical decision making. Mark also works with MBA students on consulting projects around the world for companies such as Tupperware, Disney, and Johnson & Johnson. He has conducted seminars globally on a range of topics including the strategic role of selling in the organization, developing an ethical framework for decision making, improving business unit performance, and structuring an effective international marketing department.
For more than two decades Mark has taught marketing management, working with thousands of students. His hands-on, real-world approach has
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earned him a number of teaching awards.
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PREFACE INTRODUCTION
No doubt about it, marketing is really changing. Marketing today is: Very strategic—customer-centricity is now a core organizational value. Practiced virtually, digitally, and socially to a greater degree than ever before imagined. Enabled and informed by analytics and new technologies. Accountable to top management through diligent attention to metrics and measurement. Oriented toward service as driver of product. “Owned” by everybody in the firm to one degree or another.
Given the dramatic changes in the field of marketing, it is a sure bet that the job of leading and managing marketing’s contributions to the organization and its customers, clients, partners, and society at large has changed at a similar level. Yet the typical marketing management book on the market today does not effectively capture and communicate to students how marketing management is really practiced in the 21st-century world of business. We hear it from colleagues all the time—the complaint that the book they are using in their marketing management course “reads like marketing was practiced a decade ago,” or that it “doesn’t say what I believe the students need to hear,” or that it “doesn’t match what my working students actually do on the job,” or that it “reads like an encyclopedia of marketing,” or that it “has too much about everything and not enough focus on anything.” These remarks come from instructors who teach the MBA basic marketing course and those who teach advanced or capstone undergraduate marketing management courses; each of these
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courses is appropriate for a marketing management book. Clearly many instructors are looking for a marketing management book that is:
Written for today’s students in an interesting and lively, yet professional, style. Up-to-date in all relevant aspects of how marketing is done today. A step up from the norm in terms of support materials for the instructor and students.
Marshall/Johnston’s Marketing Management 3e continues its very successful tradition of taking great effort to represent marketing management the way it is actually practiced in successful organizations today. In our view, leading and managing the aspects of marketing in order to improve individual, unit, and organizational performance—marketing management—is a core business activity. Its relevance is not limited just to marketing departments or marketing majors. The ability to do great marketing management is relevant to, and an important knowledge and skill for, everyone in a firm and all business majors.
The table of contents for the third edition of the book reflects the major trends in the managerial practice of marketing, and the pedagogy is crafted around learning and teaching preferences in today’s classroom. Above all, it is written in a style that is appealing for both students and instructors so that students will actually enjoy reading the material and instructors will be proud to teach from it and confident that they will feel good about presenting its up-to-date, professional approach to their classes.
The book contains 14 chapters, which we find is perfect for most course timetables. It has a fully developed array of application activities both in end-of-chapter materials and for student engagement on McGraw- Hill Connect. For instructors who craft their course around a marketing plan project, the book is ideal as these exercises clearly build on creating the elements of a marketing plan. vi
STRUCTURE OF THE THIRD EDITION
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Marshall/Johnston’s Marketing Management 3e has five major parts, reflective of the logical sequence of building blocks for the course. Part One: Discover Marketing Management. In this part, students gain an understanding of the dynamics of the field. Significant attention is paid to framing the importance of studying marketing to future success as a manager. In particular, doing marketing in a global, ethical, and sustainable way is highlighted. To kick off the marketing planning theme early in the course, Part One includes comprehensive coverage of strategy and planning along with an example marketing plan. Part Two: Use Information to Drive Marketing Decisions. It has often been said that information is the fuel that fires the engine of marketing management decision making. With this in mind, Part Two focuses on effective management of information to better understand customers, both in the consumer and business marketplaces. Market research elements, Customer Relationship Management (CRM), Big Data, marketing analytics, and marketing dashboards receive thorough coverage. Effective segmentation, target marketing, and positioning are at the core of successful marketing, and this part provides a modern managerial treatment of these critical topics along with other relevant competencies and capabilities of successful marketers. Part Three: Develop the Value Offering—The Product Experience. This part presents a clear and comprehensive drill-down into today’s world of product strategy, branding, and new product development. Reflective of the rise of the concept of service- dominant logic in marketing and the notion that service is a key driver of product success, we devote a separate chapter to making important links between service and the overall value offering. Part Four: Price and Deliver the Value Offering. Part Four begins with a fresh, managerially relevant treatment of pricing decision making, followed by an integrative approach to the multitude of modes at a marketing manager’s disposal today by which an offering can be made available to customers through channels and points of customer interface.
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Part Five: Communicate the Value Offering. With the rise of digital and social media marketing and the concurrent dramatic shifts in how marketing managers and their customers communicate, this part has been extensively revised for Marshall/Johnston’s Marketing Management 3e. A key to successful marketing management today is the capability of marketing managers to create and execute the mix of digital, social media, and legacy promotional approaches most desired and preferred by customers.
KEY FEATURES
Management Decision Cases At the end of each chapter is a case drawn from the business headlines. Students are engaged by the currency of the problem and asked to develop solutions using chapter material. The cases are just the right size for today’s classroom use—not too short, but not too long!
Marketing Plan Exercises Each chapter connects that chapter’s key content to a semester-long marketing plan project activity. Marshall/Johnston’s Marketing Management 3e is the only marketing management book to effectively thread a marketing planning focus throughout the textbook itself. Whether or not a semester marketing plan project is used by the instructor, the marketing
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plan exercise feature does a great job of tying together important planning concepts for students in a methodical, stepwise manner.
Glossary of Terms A complete glossary of key terms and definitions is provided at the end of the book. The glossary serves as an important reference as well as a handy study aid for students preparing for exams.
Other Features in Each Chapter
Learning Objectives: These set the stage at the beginning of the
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chapter for what students will achieve by reading and studying the chapter. Each objective reappears in the margin at the relevant point in the chapter so students can track their progress. Summary: At the end of each chapter, a summary reminds students of the highlighted topics. Key Terms: Terms are bolded throughout the chapter and connected with definitions in the Glossary. Application Questions: These engaging questions at the end of each chapter are designed to direct students’ thinking about the topics to the next level of application. Throughout the book all of these questions have been specially designed to simulate managerial decision making.
NEW AND UPDATED CONTENT IN THE THIRD EDITION Throughout this book, we’ve provided hundreds of new examples from a wide variety of practicing marketers and firms. Each chapter contains a brand-new Management Decision Case, and there are new and updated Application Questions at the end of each chapter. In addition, hundreds of new or replacement references have been added to the chapter end notes. Here are some highlights of specific changes, by chapter:
Chapter 1: Marketing in Today’s Business Milieu
Emphasis on the impact of the current “official” definition of marketing. New content around the major challenges facing marketing today. Coverage of the American Marketing Association’s 7 Big Problems in Marketing.
Chapter 2: Marketing Foundations: Global, Ethical, Sustainable
Updated discussion and examples of global marketing trends. Focus on the importance of ethical decision making in marketing and the marketing mix. In-depth coverage of sustainability and the “triple bottom line” in
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marketing.
Chapter 3: Elements of Marketing Strategy, Planning, and Competition
Impact of marketing planning at the strategic business unit (SBU) level. Updated the JetBlue threaded marketing planning example. Updated the chapter appendix, which is an abbreviated example marketing plan.
Chapter 4: Market Research Essentials
Updated coverage of new research methodologies with examples. Updated treatment of the marketing research industry. New content on data collection technologies.
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Chapter 5: CRM, Big Data, and Marketing Analytics
Updated discussion of the modern perils of potential customer information abuse and data security. Major new section on sources and types of Big Data. Major new section on marketing analytics as supported by Big Data.
Chapter 6: Understand Consumer and Business Markets
Revised commentary on new trends in cons
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