Background

Case

C) Challenge

B) Analysing data

A) Analyzing cause and effect

Critical thinking

1) Think about the most recent product you bought. Describe the marketing mix in connection with that product.

2) List some examples of situations in which people buy things that they don’t really want or that they are not really good for them. Why do you think they do so?

3) Work in pairs. You have bought some goods that you really did not want or you thought were not good for you. Discuss: Why did you buy them? Who (what) is to blame for this purchase?

Find any current marketing research and write a page report on its results.

Group work. You are the marketing manager of a company which manufactures some product. Your task is to design a questionnaire to find out what ideas consumers have for a new product. Your questionnaire should not take more than three minutes to answer and should include wh-questions, yes/no questions and statement questions. Keeping in mind that survey research involves gathering primary data by asking people questions about their knowledge, attitude, preferences, and buying behavior you should:

1) choose group of customers your questions will be aimed at;

2) design a questionnaire;

3) try your questionnaire on the other members of your class.

The best-selling sports drink, Zumo, is produced by Zumospa, a food and drink company based in Valencia, Spain. In the last financial year, Zumo contributed 30 million euro to Zumospa’s annual sales revenue, accounting for 20 % of company’s total turnover. It is, in fact, Zumospa’s cash cow, generating more revenue than any other of its products.

At present, Zumo is sold only in Europe. However, the sports drink market is the most rapidly growing segment of the world beverage market. Zumospa is now looking outside Spain for markets and would like to make Zumo a global brand.

Read the report of Ricardo Gonzales, Zumospa’s President, discusses Zumospa’s plans to globalise: ‘It’s been a good year for our company. Our turnover was over 150 million euros, up 15%, and our gross profit roundabout 18.5 million. We would like to build our success in Europe and market the brand internationally. We market Zumo as a Spanish drink so Spanish speaking countries like Argentina and Mexico would be great markets to break into. Our main competitors are Pepsi and Coca-Cola but we have a big advantage. Zumo’s got a secret ingredient called ‘herbora’. It’s made from the roots of rare African plants, and it gives the drink its unique taste. But Zumo has other features. People’s bodies can absorb Zumo faster than water and other soft drinks- scientific studies have proved this. And it contains a small amount of caffeine, lots of vitamins and glucose.’

Make notes on the company results, future plans and competitive advantage.

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