4. The traditional
marketing philosophy
Madam Naomi
needs to adopt to
redesign her
marketing strategy is:
Marketing
Orientation
Q.2
Madam Naomi
CEO, MimiLove
Group of Companies
Madam Naomi
CEO, MimiLove
Group of Companies
5. Q.3
In dealing with
customer’s
complaints about
non-availability of
a restaurant,
Madam Naomi
was guided by
Production and
Marketing
orientation.Madam Naomi
CEO, MimiLove
Group of Companies
7. Q.5
Promotional mix is a
term used to describe
the set of tools that a
business can use to
communicate
effectively the benefits
of its products or
services to its
customers.
These include:
Sales promotion
Public relations
Advertising
Direct Marketing
Personal Selling
Promotional Mix
Decisions for MimiLove
8. Q.6
Factors Madam Naomi
needs to take into
consideration for her
Promotional Mix
include:
Control
Financial Investment
Cost per contact
Personalization
Reach
Madam Naomi
CEO, MimiLove
Group of Companies
10. Q.8
Marketing mix is the combination of various marketing elements. It serves
as a guideline for marketers to make major decisions to satisfy customer’s
needs. The above marketing elements need to be combined.
11. Our Comment on Madam
Naomi’s Pricing Strategy:
Madam Naomi adopted
the low price penetration
strategy which is
appropriate when a new
product is being
introduced into an
existing market. It aims at
realizing high sales
volume quickly and to
attract a large market
share.
Q.9
12. Factors that Madam
Naomi should
consider when
making her pricing
decision:
- Profitability
- Pricing
- Objective
- Competitors
- Product cost and the
- Economy
Q.10
14. Q.12
Cross culture is a mix of two or more cultures. It is the interaction
of people from different cultures and regions.
Furnishing: In addition to the Holy Bible, a Quran, praying mat and
kettle can be placed in the room or stated in a notice as available on
request.
Television programme services: There should be a mix of different
television stations in different languages.
16. Q.14
A Reference group is a group of people whose attitudes,
behavior, beliefs, opinions, preferences and values are
used by an individual as the basis for his or her judgment. A
reference group can have either a positive or negative
influence on an individual.
Types of reference groups: Primary group
Secondary group
Aspiration group
Dissociative group
Informal group
17. Q.15
Types of Buyers:
Analytical buyer. Driver buyer. Amiable buyer. Expressive buyer
Madam Naomi is presently dealing with:
Analytical and Expressive buyers.
However, Madam Naomi needs to concentrate her marketing
efforts on the analytical buyer, the amiable buyer and the
expressive buyer.
18. Q.16
Roles Played By Family
members in the purchase
decision making process:
- Initiator
- Decision maker
- Purchasing agent
- Consumer
5 Stages of a family life cycle
-Young-single bachelor/spinster
-Young-married without children
-Young-married with children
-Middle age-children have grown
-Older age
Madam Naomi’s current strategy, which is
production orientation, has not fetched her
many customers in her hotel, hence she needs
to adopt a marketing strategy to satisfy the
various members of the life cycle. This requires
identifying the needs of customers and satisfying
the needs which could include:
A swimming pool, gym, games centre, free Wi-Fi,
adequate security, tourist handbook, tourist
guide/ orientation, a shuttle bus/car to move
guests around, restaurant, mini bar in the room,
cable TV with kids’ channels, music and fashion
channels, news channels, rooms with double
beds, etc.
19. Q.17
Recommended Promotional
Elements for the MimiLove
Group are:
Sales promotion: branded gift
bags with Mimilove childcare
products.
Advertising: radio, TV and social
media adverts of her hotel and
services provided.
Personal selling: sales of her
toiletries division to other hotels
20. Q.18
The types of sales promotional techniques are:
Special communication and Special offers.
Special communication methods include sales
promotional efforts targeted at intermediaries.
Point of purchase display - display toiletries at the
hotel.
Point of purchase demonstration - display product
and how to use the product at the hotel.
Point of purchase promotional materials - discount
flyers and the discounted product on display.
Exhibition - display flyers of the hotel at tour
exhibitions.
Special offers include sales promotional efforts
targeted at consumers/customers.
Premium - Guests can get an extra night free after
staying for a certain number of days.
Coupon - Partnership with tourist centre to
accommodate tourists at discounted rate.
Rebates - Frequent visitors can be given a
discount/membership card/loyalty card.
Refunds - Initiation of a full refund policy in case of
early cancellations of bookings and check out from
the hotel.
21. Dan A. Ogbechi (2006). An
Insight into Marketing (Principles,
Concepts and Practice), 2nd
edition
Dixon-Ogbechi Bolajoko N.
(2015). The Fundamentals of
Business Policy and Strategy, 2nd
edition
http://www.neurosciencemarket
ing.com/blog/aricles/3-types-
buyers.htm
http://crab.rutgers.edu/~ckaufm
an/ConsumerbehaviorSocialCla
ssRefGroupNotes.html
www.marketingteacher.com
Q.19
