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Pricerunner Service Promotion Question

Distinguishing features of services (mainly intangibility) significantly influence the way we design marketing communications for services. In addition to that challenge, the communication task of differentiating, reminding, informing and persuading need to be supported by educating the consumers on how to proceed through a service process.

PriceRunner is an independent product and price comparison service with 18.2 monthly users across all its markets. The website has 2.2 million products from 5 900 shops and is completely free to use. It allows users to compare prices on a range of products. Beyond price and product comparison there are hundreds of product tests and guides.

Pricerunner’s service logic is the same as other price comparison websites. Please answer the following questions:

a. How would you define the role of marketing communications for Pricerunner?

b. How is Pricerunner handling the challenges of services promotion?

c. Do the production channels of Pricerunner (service outlets, employees etc.) support the marketing channels?

Answer the above questions, basing your explanations on two examples of recent marketing communications of Pricerunner.

 
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eBookReferences

Item6

Procter & Gamble, the maker of Puffs tissues, traditionally sells these tissues for $9.40 per case, where a case contains eight boxes. A retailer’s average weekly demand is 36 cases of a particular Puffs SKU (color, scent, etc.). P&G has decided to change its pricing strategy by offering two different plans. With one plan, the retailer can purchase that SKU for the everyday-low wholesale price of $9.20 per case. With the other plan, P&G charges the regular price of $9.40 per case throughout most of the year, but purchases made for a single delivery at the start of each quarter are given a 5 percent discount. The retailer receives weekly shipments with a one-week lead time between ordering and delivery. Suppose with either plan the retailer manages inventory so that at the end of each week there is on average a one-week supply of inventory. Holding costs are incurred at the rate of 0.60 percent of the value of inventory at the end of each week. Assume 52 weeks per year.

a. Suppose the retailer chose the first plan ($9.20 per case throughout the year). What is the retailer’s expected annual purchasing and inventory holding cost and retailers expected annual purchasing cost?

b. Suppose the retailer chooses the second plan and only buys at the discount price ($9.40 is the regular price and a 5 percent discount for delivery at the start of each quarter). What is the retailer’s expected annual purchasing and inventory holding cost and retailers expected purchasing cost?

c. Consider the first plan and propose a new everyday-low wholesale price. Call this the third plan. Design your plan so that both P&G and the retailer prefer it relative to the second plan. (Round your answer to two decimal places.)

 
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Solve using Arena. and upload the Arena file, or a PDF file of the solution.

Parts arrive at a single machine system according to an exponential interarrival distribution with mean 20 minutes, the first part arrives at time 0. Upon arrival, the parts are processed at a machine. The processing-time distribution is TRIA(11, 16, 18) minutes. The parts are inspected and for each part there is a 0.24 probability that it will need to be sent back to the same machine to be reprocessed (same processing-time distribution but a fresh draw from it, and all send-back decisions are independent of each other). There’s no limit on how many times a given part might have to go through the machine for processing/reprocessing. Run the simulation for a single replication of length 20,000 minutes to observe the average and maximum number of times a part is processed, the average number of parts in the machine queue, and the average part cycle time (time from a part’s entry to the system to its exit after however many passes through the ma- chine system are required). Add an appropriate Resource animation.

 
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Document your assigned company and the two selected competitors in this analysis. Assigned company Costco. Assigned competitors Walmart and Amazon.

Identify the most important four industry driving forces. Explain why you selected each force. Long-term growth rate Changing societal concerns, attitudes, and lifestyles Marketing innovation Emerging new Internet capabilities and applications

Assess whether the drivers of change are,on the whole, acting to make the industry more or less attractive Are the driving forces, on balance, acting to cause demand for the industry’s product to increase or decrease? Is the collective impact of the driving forces making competition more or less intense? Will the combined impacts of the driving forces lead to higher or lower industry profitability?

 
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