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What strategies are used by supermarkets, airlines,
hospitals, banks, and cereal
Manufacturers to influence demand.
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Answer Posted / ajay kumar gupta
Supermarkets—several sales items, free giveaway items (such
as a pound of butter or a loaf of
bread), an occasional “midnight madness” sale where the
store is open late or even all night.
Airlines—excursion rates, age rates (senior citizens,
children, youth fares), charter flights, off-season.rates,
exceptionally good meals (or no meals for further reduced
prices), more flights, tiein
with hotels or auto rental, and tour agencies for “package
tours,” free champagne, free stopover
at a third point, or new terminals.
Hospitals—patients generally go to the hospital recommended
by their physician. Therefore,
hospitals offer free office space, nursing assistance, lab
equipment, staff positions, and patient
billing to physicians. Hospitals frequently advertise their
occupancy rate and room rates, which
tend to influence demand. Also, they could become a
preferred provider organization.
Banks—free gifts for new accounts, free checking, free
safety deposit box, free financial advice,
“club memberships,” and free use of “executive lounges” for
depositors in various size account
ranges, community rooms for club meetings.
Cereal manufacturers—TV advertising, sponsorship of some
youth events, free prizes in cereal
boxed, using prime display space.
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6. Case Study:- A Failure to Communicate Could you come to my office for a minute, Bob?’ Asked Terry ( the plant manager ). Sure, be right there,” said Bob Gemson. Bob was the plant’s quality control director. He had been with the company for four years. After completing his degree in mechanical engineering, he worked as a production supervisor and then as maintenance manger prior to promotion to his present job. Bob thought he knew what the call was about. “But letter of resignation catches me by surprise,’ began Terry. “1 know that Wilson products will be getting a good man, but we sure need you here, too”. “J thought about it a lot, ‘said Bob, “but there just doesn’t seem to be a future for me here. “ “Why do you say that’?” asked Terry. “Well,” replied Bob, “the next position above mine is yours. With you only thirty- nine,. I don’t think it’s likely that you’ll be leaving soon. “The fact is that I am leaving soon,’ said Terry. “That’s why it’s even more of a shock to know that you are resigning. I think I’ll be moving to the corporate offices in .Tune of next year. Besides, the company has several plants that are larger than this one. We need good people in those plants from time to time, both in quality control and in general management.” “Well, I heard about an opening in the Cincinnati plant last year,” said Bob, “but by the time I checked, the job had already been filled. We never know about job opportunities in the other plants until we read about them in the company paper ‘All this is beside the point now. What would it take to get you to change your mind?” asked Terry. “I don’t think I can change my mind now,” replied Bob. “I’ve already signed a contract with Wilson.’ Questions (a) Evaluate the communication system at this company. (b) What actions might have prevented Bob’s resignation?
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