Chapter 12

Question 1

Example: Purolator

Answer 1

Marketing can be the engine of corporate transformation

• purolator wanted to change the supply chain for small and medium businesses who face higher distribution costs
• marketing thinking transformed the business
• instead of just moving boxes, they provided innovative supply chain solutions

Question 2

Marketing Productivity

Answer 2

• demonstrated by regularly reviewing;
  1. Customer Satisfaction
  2. Segment/Markets Served
  3. Customers Served
  4. Product Mix Review
• when productivity is demonstrated it naturally follows that the business becomes more successful

Question 3

Metrics to Measure ROI

Answer 3

• top of the funnel = brand awareness metrics (%)
• middle of funnel = metrics for brand perception (brand equity)
• end of funnel = customer satisfaction metrics (retention, defection)

Question 4

What you need to succeed in the Marketing organization

Answer 4

• skills in statistics and analytics
• developing creative and technical
• acquiring experience in non-marketing roles
• develop decision making skills
• learning to work with other functions
• acquiring interpersonal skills

Question 5

Example: Bata

Answer 5

power of marketing in being a force for corporate sustainability efforts

Question 6

Customer Purchasing Funnel

Answer 6

Problem Recognition
Information Search
Purchase Consideration
Purchase Intent 
Purchase Decision 
Repeat Purchase Decision

Question 7

Arbol Marketing as a Transformation Tool

Answer 7

• manages customers for profits, not just sales

- want to attract and retain customers who are loyal, profitable and find more value

Question 8

What is an aggressive customer?

Answer 8

Has high cost to serve, but don’t want to pay much