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Table of Contents

  1. Topic pack - Marketing - introduction
  2. 4.1 The role of marketing - notes
  3. 4.1 The role of marketing - questions
  4. 4.2 Marketing Planning - notes
    1. Marketing planning
    2. The marketing mix
    3. The Total Product Concept
    4. Ethics of marketing
    5. Marketing audit
    6. Porter's five forces
    7. Porter's five forces - activities
    8. Marketing objectives
    9. Market research - introduction
    10. The role of market research
    11. Primary and secondary research
    12. Primary research - information gathering techniques
    13. Observations - case studies
    14. Group-based market research
    15. Market research - summary
    16. Questionnaires
    17. Sampling
    18. Methods of sampling - introduction
    19. Main methods of sampling
    20. Sampling errors
    21. Market segmentation
    22. Consumer Profiles
    23. Types of segments
    24. Demographic segmentation
    25. Psychographic segmentation
    26. Psychographic segmentation - case study
    27. Geographic segmentation
    28. Industrial markets
    29. Targeting
    30. Positioning
    31. Corporate image
    32. Position/perception maps
    33. Unique selling point/proposition USP
    34. Marketing strategies and tactics
    35. Sales forecasting
    36. Qualitative forecasting/data
    37. Forecasting and correlation
    38. Forecasting techniques
    39. Constructing time-series analysis
    40. Moving average
    41. Four point moving average - worked example
    42. Identifying the seasonal variation
  5. 4.2 Marketing planning - questions
  6. 4.3 Product introduction - notes
  7. 4.3 Product - questions
  8. 4.3 Product - simulations and activities
  9. 4.4 Price - notes
  10. 4.4 Price - questions
  11. 4.4 Price - simulations and activities
  12. 4.4 Promotion - notes
  13. 4.5 Promotion - questions
  14. 4.6 Place (distribution) - notes
  15. 4.7 International marketing - notes
  16. 4.7 International marketing - questions
  17. 4.8 E-commerce - notes
  18. 4.8 E-commerce - questions
  19. Printable version

Porter's five forces - activities

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Group Activity

Work in groups of about 3 to 4 and complete the following activities:

1. For a manufacturer of e-book readers, place the following eight points onto the five

forces model:

  • Start-up costs are high
  • Students have easy, and cheap, access to books: online videos and paper-based learning materials
  • Smartphone manufacturers are investing heavily in improved touch screens and e-reader software
  • Price comparison websites have increased in number
  • Another e-reader manufacturer has signed an exclusive deal with a publishing company
  • Two suppliers of e-reader chips have merged
  • Encouraged by government subsidies and support, colleges and universities are adapting their resources for e-readers
  • Government legislation in the US and Europe encourages capital investment in new technologies by offering subsidies and tax-breaks to new set-ups.

2. Develop marketing strategies for the e-book reader manufacturer to improve its

competitive position in the e-reader market.


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1
Porter's five forces

Which of the following is the force that is influenced by the others in Porter's five forces?

a)
b)
c)
d)
Yes, that's correct. Well done. This is influenced by the other FOUR factors and the number of sellers in the market, the degree of differentiation between products and the market size and its growth potential.No, that's not right. The correct answer is C as this is influenced by the other FOUR factors and the number of sellers in the market, the degree of differentiation between products and the market size and its growth potential. A is not relevant to Porter in his factors that affect a market. B is open to debate and no two companies are the same. D is not one of Porter's five factors.Your answer has been saved.
Check your answer

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