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UNIVERSITY OF CALIFORNIA, RIVERSIDE
School of Business Administration
BUS 103
Marketing and Distribution Management
SPRING 2018
Dr. Sean D. Jasso
EXAM 1
The following are the questions to prepare for your first exam. On the two exam days we will randomly
select among the four questions – the quantity of questions will be determined on exam day. Please
answer each question as thoroughly as possible, providing rich detail from our lectures, readings, and
discussions. The organization of your answers, the complexity of your analysis, and the clarity of your
critical thinking are the key elements of your evaluation. You will need a clean blue book for each day.
1.
On the Basics:
a. We have asserted that marketing is really the strategic idea of connectedness with
customers. From the perspective of your final project company, identify and discuss how
your company connects with its customers – select from either the marketing concept or
the selling concept. Be sure to define each concept and be detailed in your response.
b. Referring to your project company provide a well-developed characterization of your
market segment and your target market.
i. Identify the most urgent issue necessary for you to penetrate or protect your
desired market space.
c. Lastly, concisely address each of the following central positioning questions pertaining to
your project company/brand (pull from Positioning to support your response):
i. What position, if any, do you already have in the prospect’s mind?
ii. What position do you want to own?
iii. What companies must be outgunned if you are to establish or maintain that
position?
2.
On the Marketing Mix: Discuss the strengths and weaknesses of your company’s marketing mix
and offer strategic recommendations on how the company should handle the most burning marketing
problem/opportunity impacting the strategic performance of the ‘mix’. Consider shaping your
answer with the 5Cs in mind.
3.
On Consumer Buying Behavior:
a. Referring to your company, describe a scenario of your typical customer using the buyer
decision process when considering purchasing your company’s product/service. Use the
language from our readings.
i. Consider pulling from your database research offered in our library workshop to
authenticate how your customers behave in your market environment.
b. Additionally, from the criteria that influence the rate of adoption, in what area does your
company/product excel and what area does your company/product require attention to
strengthen the adoption process? Be detailed in your response.
4.
On Branding and the Product Lifecycle:
a. Identify at what stage your brand falls within the product lifecycle model. What is required
for you to ensure that the customer remains eternally ‘connected’ to your brand?
b. Recalling our theme of brand’s driving business and marketing, clarify your project
company’s brand vision, brand personality and brand positioning – be specific as you
describe this important brand management model.
Running Head: MARKETING AND DISTRIBUTION MANAGEMENT
A Case Study of the Project: Google /Alphabet Company
Student’s Name:
Instructor’s Name:
Course:
Date:
1
MARKETING AND DISTRIBUTION MANAGEMENT
2
Basics Overview
The Google company has since grown to one of the most successful companies
established on September 4, 1998, by Larry Page and Sergey Brin. business includes Internet
searching, cloud computing, technology while developing and providing a large number of
Internet-based products and services, its main profit comes from technology services such as Ad
Words. Googles main profit generator is through its advertising services such as Ad Words.
Alphabet Inc. was founded on October 2, 2015, by the same team of Google. It is an umbrella
company of restructured Google Inc.; it adopts a holding company structure, separated the
Google Search, YouTube, and other online subsidiaries from R&D investment. The subsidiaries
of Alphabet Inc. Google is still the most significant part of the new company. At present, the
business domain of the company is extensive, which includes internet and related services,
hardware product business, virtual reality products business and other investment business
It entails single products and services that are related and offered by the Google
Company. In its operations, the company utilizes product liners as a strategy of marketing to
capture more customers of the Alphabet Company. Therefore, the organization can establish its
target markets. The case of Alphabet Company illustrates the usage of new technologies in the
event to counter competition from companies that connect people with web information.
Therefore, the company competes with other competitors of online products and hence their core
reason for competition is to attract users and retain them.
Competition is inevitable in the google technology industry. Due to the improved
technology, development, internalization, there is growing pressure for companies to advertise
their companies This has led to increased demand for the advertisement which has intensified in
the last few decades as more and more google companies are venturing into the industry.
MARKETING AND DISTRIBUTION MANAGEMENT
3
Therefore, the Google competes with other companies in service provisions. For survival,
competition with a motive of attracting customers and retaining them is key, as it also ensures
success is achieved.
As seen above it is impossible to avoid competition in this industry. Different technology
companies use different strategies to connect with its customers. Marketing and selling concept
are the most used strategies to connect with customers. Marketing concept refers to a strategy
where company concentrates on the buyer’s need and identifies means to meet those needs while
selling concept is where the company focuses and stresses on the need to sell it products and
services. Google uses the market concept to connect with its customers and at the same time
ensure loyalty is maintained. The company intends to provide outstanding services through
identifying the needs of its customers and serving them according to their needs.
The target market is the general public that is further subdivided into different market
segments of age groups, distinct needs, and behaviors. The characteristic of the target market is;
measurable-consumers who belong to a particular target and segment should be clearly
identified, accessible in terms of geography and economy, and Profitable-it should be large
enough to be worth pursuing. The most necessary issue at the moment is to ensure that customer
loyalty is achieved to protect the desired market space. Currently, Companies that must be
outgunned include major competitors in the industry.
Marketing Mix
Due to the stiff competition experienced in this information and technology industry,
without a proper strategy, it would be difficult for the alphabet/google company to keep focus
and perform well. As said earlier, the company has branches all over the country. The company’s
MARKETING AND DISTRIBUTION MANAGEMENT
4
mission is to have an organization of the global data and thus make it available and useful to the
users provide. It employees a perfect strategy of having identical branches all over the country
that offer identical services, equating all its customers. The google/ alphabet company has
strategies that have been through the acquisition of many (over 200) companies in the country
has brought by an efficiency this internet company for an effective incorporation of cultures of
business this being one of its sources of competitive advantage.
The marketing mix that the company uses; promotion, place, and price. Since the
company operates at a large scale, it is able to offer products and services at a lower price to its
customers, however, compared to most of its competitors, it charges specific service higher than
its major competitors thus a weakness. On promotion, the company is able through the help of its
collaborators (shareholders) to offer promotions to its loyal customers and to the general public.
However, there are limitations to how successive this strategy is as certain economic issues and
technological development such as cyber-crimes hinder the legitimacy of such promotions. On
place, the company has many branches and thus offers a smooth channel of distributions of its
goods and service but on the contrary, it is yet to achieve a central position that would help keep
out competitors for good.
Consumer Buying Behavior
Since this internet company deals in range of goods and services ranging from indoor and
outdoor cameras, smoke alarms self-driving cars and thermostats, the customers can hence
identify the product and service that will best fits and satisfy their needs. Once done, they can
thus go on purchasing the product or service. The company excels well in areas that its
customers are upper-class earners and where it established branches long ago. However, the
MARKETING AND DISTRIBUTION MANAGEMENT
performance is not that encouraging in places where its customers are middle and lower-class
earners
Branding and the Product Lifecycle
This new google / Alphabet Inc. Umbrella model brand, modification and re-branding is
aimed offering the company’s investors and customers a higher level of transparency about the
new structure and the new incorporated businesses. The branding aims to bring a form of
separation between the business have nothing in common. There’s also a great desire o attract
new customers and ensure that customers remain connected to the brand in the long run. The
company’s brand vision is to provide the best googles can provide. Its brand personality is the
use of advertisements through media, newspaper, and magazines, it also uses the internet to
interact with customers and present itself to customers. Its brand personality is to ensure it
provides an environment that people are free to identify with. Finally, it targets the general
public offering services and products that best serve the needs of their customers, providing
unique products through packaging and being involved in social affairs of the community.
5
MARKETING AND DISTRIBUTION MANAGEMENT
References
Bowersox, D. J., & Cooper, M. B. (1992). Strategic marketing channel management. McGrawHill College.
Peter, J. P., & Donnelly, J. H. (2006). Marketing management: Knowledge and skills. Irwin
Professional Pub.
Yoo, B., Donthu, N., & Lee, S. (2000). An examination of selected marketing mix elements and
brand equity. Journal of the academy of marketing science, 28(2), 195-211.
Borden, N. H. (1964). The concept of the marketing mix. Journal of advertising research, 4(2),
2-7.
SINGH, A., AUTHOR, C., & DHAYAL, N. CONSUMER BUYING BEHAVIOUR.
6
Alphabet/Google Company
Kui Gao
April 21, 2018
Alphabet/Google Company
Company Profile and History
Google Inc. was established on September 4, 1998, by Larry Page and Sergey
Brin. It is recognized as the world’s largest search engine. The business includes
Internet searching, cloud computing, advertising technology, etc., while developing
and providing a large number of Internet-based products and services, its main profit
comes from advertising services such as Ad Words.
Alphabet Inc. was founded on October 2, 2015, by the same team of Google. It is
an umbrella company of restructured Google Inc.; it adopts a holding company
structure, separated the Google Search, YouTube, and other online subsidiaries from
R&D investment. The subsidiaries of Alphabet Inc. include Verily, Google X, Google
Fiber, Google Ventures, Google Capital, Calico and Nest Labs. Google is still the
most significant part of the new company. At present, the business domain of the
company is extensive, which includes internet and related services, hardware product
business, virtual reality products business and other investment business
Introduction of Products Line
It entails single products and services that are related and offered by the Google
Company. In its operations, the company utilizes product liners as a strategy of
marketing to capture more customers of the Alphabet Company. Therefore, the
organization can establish its target markets.
Introduction of Market and Competitors
The case of Alphabet Company illustrates the usage of new technologies in the
event to counter competition from companies that connect people with web information.
Therefore, the company competes with other competitors of online products and hence
their core reason for competition is to attract users and retain them.
Fiscal Year Ending
Stock Price
Total Revenue(in a
million)
Net Profit/Income (in a
million)
Profit Margin (%)
Growth Rate (%)
Current Ratio
Asset Turnover
Return on Asset
5-Year Financial Overview
2013
2014
2015
120,398 137,568 240,300
59,825
66,001
74,989
2016
358,000
90,272
2017
432,480
110,855
33.91
40.14
45.43
54.6
65.44
58.88
0
1.65
0.48
5.57
61.08
10.32
2.70
0.54
5.82
62.44
13.62
1.43
0.58
6.43
61.07
20.38
2.34
0.63
6.84
56.78
22,80
1.50
0.66
7.82
Current market situation
Market Description
There are assumptions that certain industries that Alphabet has pulled out in the
past years. Google glass had glasses that are internet connected and camera fitted to
enable those wearing them to browse the web and take photographs simultaneously. In
the year 2011, Kansas City hit the headlines when it was considered to be the first ever
company to enjoy usage of Google Fiber. Later on, more cities were added to the record
of cities that use broadband services. The Boston dynamics were seen to show a case
where a robotics division within Google.
Looking at how the company has succeeded up to this level, we recognize that
strategies that are designed carefully can make significant contributions to the rise of
an online business that is originally pure. Due to the company’s diversification, it entails
different approaches. One of them is the expansion of the country from being a business
that is purely web-based and has now gone into the production of goods that include
Nexus smartphones. For the Google Company to mix on a combination of product lines
that are of a wide array, it entails a strategy that emphasizes on pricing that is suitable
and distribution of products ubiquitously along with promotions that are cheap (Aulettta,
2009).
Product Overview
One of the products that Google deals with is Extensions. This is a software
program that customizes the experience of browsing. The features of the product
include;
? Providing access to users with a need that is unique.
? Extending the vast possibilities of chrome functionality.
? Migrating the OS app for chrome for other users of the platform.
? Stretching the features of the website with needs that are unique.
Competitor’s Overview
Since the company exists online, it faces competition from other firms. However,
since the company applies a good strategy of a marketing mix, only minimal promotion
is involved since it does not meet stiff competition. Even though the company carries
out minimal development due to its dominant nature, its most significant challenge lies
when it faces competition from other companies. They include; Amazon, Apple, and
even Facebook.
The marketing mix that Google Company uses involves the price of the product,
position, promotion, and place. The product consists of the quality and variety together
with features of what the company promotes. The price involves the discounts, period
of payment, list price and terms of credit for all the goods the firm engages in. Places
include the locations and distribution channels of the assets with various logistics that
are involved. Promotion entails the element of public relations and advertisement of the
services and products that the company offers (Chowdhry, 2014).
Thus, in the Google marketing mix, products such as Google Fiber Internet and
service for cable television makes competitions against Comcast. This is therefore
crucial in the advertisement service that involves competing products.
Channel Logistics Overview
The component that is used for distribution of the Google Company is mostly of
online type. By research, many organizations apply the internet for the delivery of their
goods and so is Google Company. Most of the organization’s products are available all
over the universe through the internet.
Else, Google can use retailers as distributors of its products for goods such as
Nexus Smartphone. Therefore, the distribution strategy of Google dramatically
contributes to the marketing mix of the company (Pramuk, 2015).
Conclusion
In conclusion, we can ascertain on the impressive records of the Google Company
and its market position. We determine the competitive advantages of the company, its
financial overview, and the market description. Therefore, a review of the company’s
current situation and the various logistics involved is shown.
References
Aulettta, K. (2009). Googled: The End of the World As We Know It. New York:
Penguin Press.
Chowdhry, A. (2014, January 27). Google To Acquire Artificial Intelligence Company
Deepmind. Retrieved January 27, 2014, from Forbes.
Pramuk, J. (2015, August 10). Google to become part of the new company, Alphabet.
Retrieved August 11, 2015, from CNBC.
Running Head: MARKETING AND DISTRIBUTION MANAGEMENT
A Case Study of the Project: Google /Alphabet Company
Student’s Name:
Instructor’s Name:
Course:
Date:
1
MARKETING AND DISTRIBUTION MANAGEMENT
2
Basics Overview
The Google company has since grown to one of the most successful companies
established on September 4, 1998, by Larry Page and Sergey Brin. business includes Internet
searching, cloud computing, technology while developing and providing a large number of
Internet-based products and services, its main profit comes from technology services such as Ad
Words. Googles main profit generator is through its advertising services such as Ad Words.
Alphabet Inc. was founded on October 2, 2015, by the same team of Google. It is an umbrella
company of restructured Google Inc.; it adopts a holding company structure, separated the
Google Search, YouTube, and other online subsidiaries from R&D investment. The subsidiaries
of Alphabet Inc. Google is still the most significant part of the new company. At present, the
business domain of the company is extensive, which includes internet and related services,
hardware product business, virtual reality products business and other investment business
It entails single products and services that are related and offered by the Google
Company. In its operations, the company utilizes product liners as a strategy of marketing to
capture more customers of the Alphabet Company. Therefore, the organization can establish its
target markets. The case of Alphabet Company illustrates the usage of new technologies in the
event to counter competition from companies that connect people with web information.
Therefore, the company competes with other competitors of online products and hence their core
reason for competition is to attract users and retain them.
Competition is inevitable in the google technology industry. Due to the improved
technology, development, internalization, there is growing pressure for companies to advertise
their companies This has led to increased demand for the advertisement which has intensified in
the last few decades as more and more google companies are venturing into the industry.
MARKETING AND DISTRIBUTION MANAGEMENT
3
Therefore, the Google competes with other companies in service provisions. For survival,
competition with a motive of attracting customers and retaining them is key, as it also ensures
success is achieved.
As seen above it is impossible to avoid competition in this industry. Different technology
companies use different strategies to connect with its customers. Marketing and selling co …
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