After reading the Magellan Boatworks case study, answer the following questions:
What is Magellan selling? What are the needs satisfied, benefits, and value perceived in a cruising yacht?
Describe the consumer decision-making process for Magellan’s boats. What are the roles and timing for advertising, promotions, and sales interventions in this process?
What are, and what should be, the objective(s) of Magellan’s communication program?
Should Magellan’s marketing message be altered? What message is appropriate?
Should Magellan’s media mix be changed?
Should Magellan’s sales process be altered? What enables two of its salespeople to significantly outperform their colleagues?
Evaluate Magellan’s budgets for advertising/promotion and sales. Are they appropriate for the marketing task?