Overview
(1) refer to the rubric for guidance on how to structure your response to the essay questions;
(2) keep your responses within the specified word limit in one single-spaced page (12-point font)Week 2 Essay Questions (due in Week 3)
The following essay question is based on the case “WD-40 Company” at the end of Chapter 6 of the
textbook.
Q1. Suggest marketing strategies that WD-40 might follow to propel revenue growth and achieve
global advantage in the business-to-business market. (Full credit: 2 points; Word limit: 100 words)
2
The following essay questions are based on the case “Hidden Inside: International Flavors &
Fragrances, Inc.” at the end of Chapter 7 of the textbook.
Q1. What strategies could IFF follow to differentiate its offering from those of competitors and
deliver value to its core base of consumer product companies? (Full credit: 2 points; Word limit:
200 words)
Q2. Should IFF invest in a marketing communications strategy that seeks to establish its identity
among end customers (i.e., its customers’ customers)? Why? (Full credit: 1 point; Word limit: 120
words)
The following essay question is based on the case “Parker Hannifin Corporation” at the end of
Chapter 12 of the textbook.
Q3. Describe the process that you would follow in performing an audit of Parker Hannifin’s product
lines to identify those products that represent the best and worst candidates for profit-margin
expansion in pricing. What types of products of Parker Hannifin are the best candidates for profit-
margin expansion in pricing? (Full credit: 2 points; Word limit: 150 words)
The following essay questions are based on the case “Supply Chain Issues at Optimal Medical Parts
Company” at the end of Chapter 11 of the textbook.
Q1. Discuss the pros and cons of Optimal Medical Parts (OMP) assuming the total responsibility for
owning and managing their supply chain operations, giving special attention to the problems OMP
would face as well as the advantages that might be captured by such a strategy. (Full credit: 2
points; Word limit: 200 words)
Q2. Should OMP assume the total responsibility for owning and managing their supply chain
operations? Based on your analysis in Q1, provide a recommendation to top management. (Full
credit: 2 points; Word limit: 100 words)
You need use the textbook to answer these questions, I can use email to sent the textbook to you, because the file is too big, can't upload here.