Economic Value to the Customer

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Instructions (1) There are 8 essay questions, complete all questions with critical thinking and well thought discussions. (2) It is an open-book examination—all learning and outside reading materials are welcome. (3) The examination questions are not allowed to publicize (4) Answer under each question. (5) The answers need to be returned by email to me at [email protected] ac. th /cc. [email protected] com before 11. 50 p. m. on April 18th ,2011. Essay Questions: 1. Please outline the market planning process (with well clarified component in marketing plan)?

Also identify and explain at least 5 frequent mistakes in the planning process? 2. A chilled-food manufacturer (based in Cambodia) is considering expanding its markets into P. R. China and Thailand in coming years. You are assigned by the CEO to working on this project. What are factors (and information) you may needed to analyze ‘attractiveness’ of P. R. China and Thailand market, and what would you recommend to CEO about attractiveness of those market? Please use real information to illustrate and support your decisions. 3. Please clarify and explain the economic value to the customer (EVC)?

(Note: you should start explain by basic concept, then example, implications and limitations of this methods) 4. What is/are relationship (s) between product life cycle and marketing strategy? Also suggest a strategy on each stage of life cycle. 5. Please identify and explain (with compare and contrast) on three different approaches on sales forecasting? 6. What are the best mathematical methods to calculate effectively and efficiency of advertising over televisions, radio and print media? 7. What is/ are differences between national brand and private brand?

Also justify advantages and disadvantages of those types of brands at 3 different situations? 8. Talingchan Animal Hospital is found in 1970 by a couple of veterinary in Bangkok. The hospital is one of the well-known 24-hours animal hospitals in Western Bangkok, with sale revenue more than 30 million baht a year. In 2010, there were 18 veterinaries employed for daily operation with wage expenses (veterinary only) of 416,390 baht a month. Details of wages payment are shown below. Table 1: Revenue by veterinary Veterinary| Wage bath/hr| No.

of working hours| Total income/ work hours| OT| Specialised(bath)| Position (bath)| Total Income| Vet 1| 375| 93| ? 35,000. 0| | | ? 5,000. 0| ? 40,000. 0| Vet 2| 120| 201| ? 24,060. 0| | ? 3,400. 0| | ? 27,460. 0| Vet 3| 145| 208| ? 30,087. 5| | ? 2,400. 0| | ? 32,487. 5| Vet 4| 400| 0| | | ? 10,100. 0| | ? 10,100. 0| Vet 5| 120| 185| ? 22,200. 0| | ? 3,300. 0| | ? 25,500. 0| Vet 6| 155| 59| ? 9,145. 0| | ? 4,300. 0| | ? 13,445. 0| Vet 7| 375| 32| ? 12,000. 0| | | | ? 12,000. 0| Vet 8| 145| 200| ? 29,000. 0| | ? 2,800. 0| ? 5,000. 0| ? 36,800. 0| Vet 9| 250| 32| ?

8,000. 0| | | | ? 8,000. 0| Vet 10| 120| 206| ? 24,720. 0| | ? 6,300. 0| | ? 31,020. 0| Vet 11| 95| 196| ? 18,600. 0| | | ? 400. 0| ? 19,000. 0| Vet 12| 185| 152| ? 28,120. 0| | ? 6,320. 0| | ? 34,440. 0| Vet 13| 150| 220| ? 32,925. 0| | | ? 5,000. 0| ? 37,925. 0| Vet 14| 155| 156| ? 24,102. 5| | | | ? 24,102. 5| Vet 15| 95| 234| ? 22,182. 5| | | | ? 22,182. 5| Vet 16| 95| 144| ? 13,680. 0| | | | ? 13,680. 0| Vet 17| 95| 249| ? 23,607. 5| | | | ? 23,607. 5| Vet 18| ? 145. 0| 32| ? 4,640. 0| | | | ? 4,640. 0| Total| | | | | | | ? 416,390. 0|

The owner of the hospital is recently appointed a manager to take care of the daily operation and marketing. After he reveal an employment contract, he found that most veterinaries’ income are based on working hours (just few of them got extra income from specialized fees and position fees) except veterinary 12 who enjoys hourly-based income plus specialized fees and cases fees (approximately 6320 bath a month).

It is interestingly found that her working performance (based on number of cases treatment are 2. 5 times higher than other basic hourly-based income veterinary.

With background in sale/ marketing professional, a recent appointed manager is considering to change the veterinary’s wage plan to be much like sales, in order to (1) to motivate veterinary to actively response to customers;

(2) to make veterinary indirectly forces their subordinate (nurse) to response to customers (on behalf of them); (3) to forces veterinary to sell more treatment packages, medicines, foods (pet foods) and extra services) to customer (currently, veterinary are always afraid to charge and sell customers treatment packages, medicine, pet foods and extra services because they presumed that their customers do not want to pay at higher price);

(4) to lower the cost of losing treatment equipments (such as syringe) by forcing veterinary to record on what they have used those equipments); (5) to encourage veterinary to take care of in-patient department (IPD)* (currently, most veterinary are less caring about IPD cases because they were not paid for. Note:

* Inpatient” means that the procedure requires the patient to be admitted to the hospital, primarily so that he or she can be closely monitored during the procedure and afterwards, during recovery.

An inpatient is “admitted” to the hospital and stays overnight or for an indeterminate time, usually several days or weeks (though some cases, like coma patients, have been in hospitals for years). Inpatient and outpatient are common terms in the medical field that can be used to describe a variety of care or facilities available to patients.

Some medical facilities, like hospitals, may offer both types of care, depending upon the needs of the persons involved. The terms can be confusing, but there are several key differences that can help make them understandable Based on the information above, you are the appointed manager of the Talingchan Animal Hospital, what would be a new payment scheme to veterinary, in order to satisfy those 5 conditions mentioned above?

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