Transcript CHAPTER 3 Food Marketing Series Event

CHAPTER 3
Food Marketing Series Event
Scenario
 You are to assume the role of merchandise
manager for Vandalay T’s, a popular brand of
high-quality tomatoes.
 The marketing manager has asked you to decide
how the company should respond to rising oil
prices.
MARKETING, 4E
© 2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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CHAPTER 3
Food Marketing Series Event
Description
 The marketing manager has come up with two
possible solutions to the rise in oil prices and
wants you to determine which is the best option
for Vandalay T’s:
 Solution #1: Raise the price of Vandalay T’s all
at once. With oil prices more than doubling,
Vandalay T’s would have to increase the price
of the tomatoes significantly to offset the higher
fuel costs.
(continued on the next slide)
MARKETING, 4E
© 2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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CHAPTER 3
Food Marketing Series Event
Description
 Solution #2: Raise the price of Vandalay T’s
gradually over a period of time. This would not
affect the consumers as much as increasing the
price at once, but it would affect Vandalay T’s
profits.
(continued on the next slide)
MARKETING, 4E
© 2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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CHAPTER 3
Food Marketing Series Event
Description
 You will explain which solution you have chosen
and the reasoning behind your choice to the
marketing manager in a meeting to take place in
the marketing manager’s office.
MARKETING, 4E
© 2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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CHAPTER 3
Food Marketing Series Event
Performance Indicators Evaluated
 Explain the concept of economic resources.
 Explain the principles of supply and demand.
 Discuss the global environment in which
businesses operate.
 Identify factors affecting a business’s profit.
 Demonstrate connections between company
actions and results.
MARKETING, 4E
© 2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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