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Solution Manual For MKTG 8 8th Edition Lamb Hair McDaniel 1285432622 9781285432625
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CHAPTER 2 Strategic Planning for Competitive Advantage
This chapter begins with the learning outcome summaries, followed by a set of lesson plans for you to use to
deliver the content in Chapter 2.
Lecture (for large sections) on page 4
Company Clips (video) on page 6
Group Work (for smaller sections) on page 8
Review and Assignments begin on page 9
Review questions
Application questions
Application exercise
Ethics exercise
Video assignment
Case assignment
Great Ideas for Teaching Marketing from faculty around the country begin on page 20
2-3 Identify strategic alternatives and know a basic outline for a marketing plan
Ansoff’s opportunity matrix presents four options to help management develop strategic alternatives: market
penetration, market development, product development, and diversification. In selecting a strategic alternative,
managers may use a portfolio matrix, which classifies strategic business units as stars, cash cows, problem children
(or question marks), and dogs, depending on their present or projected growth and market share. Alternatively, the
GE model suggests that companies determine strategic alternatives based on the comparisons between business
position and market attractiveness. A marketing plan should define the business mission, perform a situation
analysis, define objectives, delineate a target market, and establish components of the marketing mix. Other elements
that may be included in a plan are budgets, implementation timetables, required marketing research efforts, or
elements of advanced strategic planning.
2-10 Explain why implementation, evaluation, and control of the marketing plan are
necessary
Before a marketing plan can work, it must be implemented—that is, people must perform the actions in the plan. The plan
should also be evaluated to see if it has achieved its objectives. Poor implementation can be a major factor in a plan’s
failure, but working to gain acceptance can be accomplished with task forces. Once implemented, one major aspect of
control is the marketing audit, and ultimately continuing to apply what the audit uncovered through postaudit tasks.
2-11 Identify several techniques that help make strategic planning effective
First, management must realize that strategic planning is an ongoing process and not a once-a-year exercise. Second,
good strategic planning involves a high level of creativity. The last requirement is top management’s support and
participation.
TERMS
cash cow market development niche competitive advantage
competitive advantage market opportunity analysis (MOA) planning
control market penetration portfolio matrix
cost competitive advantage marketing audit problem child (question mark)
diversification marketing mix product development
dog marketing myopia product/service differentiation
environmental scanning marketing objective competitive advantage
It was three years after the Forces left Mondreer, and they had
never returned to it.
The farm was managed by Jesse Barnes, the capable overseer,
and the sales were arranged by Mr. Copp, the family agent, who
remitted the revenues of the estate in quarterly installments to Mr.
Force.
The lady from the gold mines remained in the house, taking
such excellent care of the rooms and the furniture that she had
gradually settled down as a permanent inmate, in the character of
a salaried housekeeper.
“I’m a-getting too old to be bouncing round prospecting with
the boys, and so I reckon I had better sit down in this comfortable
sitiwation for the rest of my life,” she confided to Miss Bayard, one
February morning, when that descendant of the great duke
honored her by coming to spend the day at Mondreer.
“That’s just what I sez myself. When you knows you’re well
enough off, sez I, you’d better let well enough alone, sez I. And not
take after them unsettled people as are allus changing about from
place to place, doing no good,” assented Miss Bayard.
“It’s a habit dey gibs deirselves. ’Deed it is, ole mist’ess. Nuffin’
’t all but a habit dey gibs deirselves,” remarked Luce, who had just
come in with a waiter, on which was a plate of caraway-seed cake
and a decanter of blackberry cordial to refresh the visitor.
“Just like my neffy, Roland. He was restless enough after Le
went to sea, but after the Forces left the neighborhood and took
Rosemary Hedge with ’em, ropes nor chains wouldn’t hold that
feller, but he must go off to Baltimore to get a berth, as he called it.
Thanks be to goodness, he got in ’long of Capt. Grandiere as first
mate; but Lord knows when I’ll ever see him ag’in, for he is gone
to the East Indies,” sighed Miss Sibby. And then she stopped to
nibble her seed cake and sip her blackberry cordial.
“It’s a habit he gibs hisself, ole mist’ess. ’Deed it is. Nuffin’ ’t all
but a habit he gibs hisself, and you ought to try to break him of it,”
said Luce, as she set the waiter down on the table and left the
room.
“Do you expect Abel Force ever to come home to his own house
again?” inquired Miss Sibby, between her sips and nibbles.
“Oh, yes, I reckon so, when the gals have finished their
edication, but not till then. You see they have a lovely house in
Washington, according to what Miss Grandiere and little
Rosemary Hedge tells us, and the children are at a fine school, so
they live there all the year until the three months summer vacation
comes round, and then when Miss Grandiere goes to Washington
to fetch her little niece home to spend the holidays here, why, then
Mr. and Mrs. Force takes their three daughters and go traveling.
And this next summer they do talk about going to Europe, but I
don’t know that they will do it.”
“What I sez is that they ought to spend their summers at
Mondreer. When a family is blessed with the blessing of a good,
healthy country home, sez I, they ought to stay in it, and be
thankful for it, sez I.”
Even while the two cronies spoke the door opened, and Jacob
came in, with a letter in his hand.
“There! That’s from the ole ’oman now. I know her handwriting
across the room. And now we shall hear some news,” said Mrs.
Anglesea, with her mouth full of cake.
And she took the letter from the negro’s hands, and opened it
without ceremony, and began to read it to herself, without
apology.
“Is it anything confidential?” demanded Miss Sibby, who was
full of curiosity.
“No. I will read it all to you as soon as ever I have spelled it out
myself. I never was good at reading writing, particularly fine hand,
and, if I must say it, the ole ’oman do write the scrimble-
scramblest fine hand as ever I see,” said Mrs. Anglesea, peering at
the letter, and turning it this way and that, and almost upside
down.
Presently she began to read, making comments between the
words and phrases of the letter.
“Well, it’s ‘Washington City, P Street, N. W., and February 8th.’
Why, it’s been four days coming. Here you, Jake! When did you
get this letter out’n the post office?” She paused to call the negro
messenger, who stood, hat in hand, at the door.
“W’y, dis mornin’, in course, ole mist’ess,” replied the man.
“Don’t ‘ole mist’ess’ me, you scalawag! Are you sartain you
didn’t get it Saturday, and forget all about it, and leave it in your
pocket until to-day?”
“Hi, ole—young—mist’ess, how I gwine to forget w’en you
always ax me? No, ’deed. I took it out’n de pos’ office dis blessed
mornin’, ole—young mist’ess.”
“How dare you call me young mist’ess, you——”
“What mus’ I call you, den?” inquired the puzzled negro.
“Ma’am. Call me ma’am.”
“Yes, ma’am.”
“That’s better. Well, now the next time you go to the village,
Jake, you just tell that postmaster if he keeps back another letter
of mine four days, I’ll have him turned out. Do ye hear?”
“Yes, ma’am.”
“Well, now you may go about your business, and I will go on
with my letter.”
“Yes, ma’am.”
The man left the room, and the housekeeper resumed her
reading:
“‘M D M .A ’: I wish she wouldn’t pile that name upon me so! If she
knowed how I hated it she wouldn’t. ‘I write to ask you to have the house prepared for
our reception on the eighth of June. You will know what is necessary to be done, and you
may draw on Mr. Copp for the needful funds. He has instructions to honor your drafts.
“‘The girls expect to grad—grat—gral—gual——’
“Lord ’a’ mercy! what is this word? Can you make it out, Miss
Sibby?” inquired the reader, holding the letter under the nose of
the visitor.
Miss Bayard, who had resumed her knitting after moderately
partaking of cake and cordial, dropped her work, adjusted her
spectacles and inspected the word.
“It’s graduate, ma’am. That means finish their edication,
honorable. Young Le Force graduated offen the Naval ’Cademy
before he ever went to sea as a midshipman, and my scamp,
Roland Bayard, graduated offen the Charlotte Hall ’Cademy before
he ran away and went to sea as a common sailor. I s’pose these
girls is a-going to graduate offen the ‘cademy where they are
getting their edication, and I hope they will do theirselves credit.
When your parents do the best they can for you, sez I, you ought to
try to do the best you can for yourself, sez I, which is the best
return you can make them, sez I.”
“To do the best you can for them, I should think would be the
first thing to think about, and, likewise, best return to make them.
But now I’ll go on with my letter:
“‘The girls expect to graduate at the academic commencement, on the first of June’—
graduate at the commencement! I thought pupils graduated at the end!—‘after which we
expect to come down to Mondreer for the summer, previous to going to Europe. I have
much news of importance to tell you, which concerns yourself as much as it affects us;
but it is of such a nature that it had best be reserved for the present. Expecting to see
you, I remain your friend,
E F .’”
“So they are actually coming home at last,” said Miss Sibby.
“Yes, actially coming home at last,” assented the housekeeper.
“But, look here. What does she mean by that news as she has got
to tell me which concerns she and I both? I reckon it must be news
of my rascal. Lord! I wonder if it is? I wonder if he’s been hung or
anything? I hope to gracious he has! And then she wouldn’t
mention it in a letter, but wait until she could tell me all about it!
It must be that, ole ’oman—my rascal’s hung!”
“I reckon it is! When a man lives a bad life, sez I, he must expect
to die a bad death, sez I.”
“Well, I shan’t go in mourning for him, that’s certain, whether
he’s hung or drowned. But we shall hear all about it when the folks
come home. Lord! why, the place will be like another house, with
all them young gals in it!”
“I might ’a’ knowed somethin’ was up t’other Sunday, when I
heard Miss Grandiere tell Parson Peters, at All Faith Church, how
she and Mrs. Hedge were both going to Washington on the first of
June. Of course, it is to the commencement they’re going, to see
Rosemary graduate along with the others.”
“But to hear ’em call the end of a thing its commencement, takes
me,” said Mrs. Anglesea.
“So it do me. And if people don’t know what they’re a-talking
about, sez I, they’d better hold their tongues, sez I.”
“Young Mrs. Ingle will be mighty proud to have the old folks
and the gals back. Lord! how fond she was of them two little gals.
To think of her naming her two babies after them—the first
Wynnette and the second Elva. Let’s see; the first one must be two
years old.”
“Wynnie is twenty-three months old, and Ellie is nine months;
but they are both sich smart, lively, sensible children that any one
might think as they was older than that. But I don’t hold with
children being took so much notice of, and stimmerlated in their
intellects so much. Fair an’ easy, sez I; slow and sure, sez I, goes a
long way, sez I.”
So, talking about their neighbors, as usual, but not uncharitably,
the gossips passed the day. At sunset they had tea together; and
then Gad brought around the mule cart—the only equipage owned
by the descendant of the great duke—who put on her bonnet and
shawl, bid good-by to her crony, got into her seat and drove
homeward.
“Well, the ole ’oman has give me long enough notice to get ready
for ’em; but she knows there’s a good deal to be done, and country
workmen is slow, let alone the niggers, who is slowest of all,”
ruminated Mrs. Anglesea, who resolved to begin operations next
day.
CHAPTER V
THE FORTUNES OF ODALITE
that so deeply moved them both. All felt it, even Mr. Force, who
soon arose and went out for a walk to reflect coolly over the news
of the morning.
Elfrida and Odalite went into the house and tried to occupy
themselves with the question of luncheon and other household
matters, but they could not interest themselves in any work; they
could think of nothing but of the blessed truth that a great burden
had been lifted from their hearts, a great darkness had passed
away from their minds.
Late in the afternoon Wynnette, Elva and Rosemary came in
from school.
Odalite told them that Col. Anglesea was dead, and showed
them the paper containing the notice of his death and the sketch
of his life.
At first the children received the news in silent incredulity, to be
succeeded by the reverential awe with which the young and happy
hear of death and the grave.
Wynnette was the first to recover herself.
“Oh! Odalite, I am glad, for your sake, that you are freed from
the incubus of that man’s life. I hope it is no sin to say this, for I
cannot help feeling so,” she said.
“I hope the poor sinner truly repented of his iniquity and found
grace even at the eleventh hour,” breathed the pitiful little Elva.
“I don’t know,” sighed quaint little Rosemary, folding her mites
of hands with sad solemnity. “I don’t know. It is an awful risk for
any one, more particularly for a man like Col. Anglesea.”
“‘The vilest sinner may return,’ you know,” pleaded Elva.
“Yes, he may, but he don’t often do it,” said Wynnette, putting in
her word.
“Let me read the notice of his death and the sketch of his life,”
suggested Odalite, for she had only shown them the paper
containing these articles.
“Yes, do, Odalite,” said Wynnette.
Odalite read the brief notice, and then she turned to the sketch
and said:
“This is longer, and I need not read the whole of it, you know.”
“No. Just pick out the plums from the pudding. I never read the
whole of anything. Life is too short,” said Wynnette.
The other two girls seemed to agree with her, and so Odalite
began and read the highly inflated eulogium on Col. Anglesea’s
character and career.
The three younger ones listened with eyes and mouths open
with astonishment.
“Why, they seem to think he was a good, wise, brave man!”
gasped little Elva.
“That’s because they knew nothing about him,” exclaimed
Wynnette.
“Isn’t there something in the Bible about a man being a good
man among his own people, but turning into a very bad man when
he gets into a strange city where the people don’t know who he is?”
inquired Rosemary, very gravely.
“I believe there is, in the Old Testament somewhere, but I don’t
know where,” answered Elva.
“That was the way with Anglesea, I suspect. He was a hypocrite
in his own country; but as soon as he came abroad he cut loose
and kicked up his heels—I mean he threw off all the restraints of
honor and conscience,” explained Wynnette.
Odalite resumed her task, and read of Anglesea’s birth, his
entrance into Eton, and afterward at Oxford, his succession to his
estates, his entrance into the army, his marriage to Lady Mary
Merland, the birth of his son, and the death of his wife.
There she stopped. She did not see fit to read the paragraph
relating to herself; and to prevent her sisters from seeing it, she
rolled up the paper and put it into her pocket.
They did not suspect that there had been any mention made of
his attempted marriage to Odalite, far less that it had been
recorded there as an accomplished fact; but they wondered why
his marriage to the lady of ‘Wild Cats’ had not been mentioned.
“And is there not a word said about his Californian nuptials?”
demanded Wynnette.
“No, not a word,” replied Odalite.
“Ah! you see, he wasn’t proud of that second wife! She wasn’t an
earl’s daughter!”
“I wonder how Mrs. Anglesea will take the news of her
husband’s death, when she hears of it,” mused Elva.
“Ah!” breathed Wynnette.
Their talk was interrupted by the entrance of their father, who
had just come in from his long walk.
“Oh, papa!” exclaimed Wynnette, “we have just heard the news!
Oh! won’t Le be glad when he hears it?”
“My dear children,” said Mr. Force, very solemnly and also a
little inconsistently, “we should never rejoice at any good that may
come to us through the death or misfortune of a fellow creature.”
“But, oh, papa! in this case we can’t help it.”
“There’s the dinner bell,” said Abel Force, irrelevantly.
CHAPTER VII
THE EARL OF ENDERBY
“L E F ,
“Mondreer, Maryland, U. S.”
It had been forwarded from the country post office to the city:
Elfrida opened it and read:
“E C , October 1, 186—