Marketing Grewal 4th Edition Solutions Manual

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Chapter 2 - Developing Marketing Strategies and a Marketing Plan
2-2
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
CHAPTER OVERVIEW (“SUMMING UP”)
Define a marketing strategy.
A marketing strategy identifies (1) a firm’s target markets(s), (2) a related marketing mix
(four Ps), and (3) the bases on which the firm plans to build a sustainable competitive

2-3
advantage. Firms use four macro strategies to build their sustainable competitive advantage.
Customer excellence focuses on retaining loyal customers and excellent customer service.
Operational excellence is achieved through efficient operations and excellent supply chain
and human resource management. Product excellence entails having products with high
perceived value and effective branding and positioning. Finally, locational excellence
entails having a good physical location and Internet presence.
Describe the elements of a marketing plan.
A marketing plan is composed of an analysis of the current marketing situation, its
objectives, the strategy for the four Ps, and appropriate financial statements. A marketing
plan represents the output of a three-phase process: planning, implementation, and
control. The planning phase requires managers to define the firm’s mission and vision
and assess the firm’s current situation. It helps answer the questions, “What business are
we in now, and what do we intend to be in the future?” In the second phase,
implementation, the firm specifies, in more operational terms, how it plans to implement
its mission and vision. Specifically, to which customer groups does it wish to direct its
marketing efforts, and how does it use its marketing mix to provide good value? Finally,
in the control phase, the firm must evaluate its performance using appropriate metrics to
determine what worked, what didn’t, and how performance can be improved in the
future.
Analyze a marketing situation using SWOT analysis.
SWOT stands for strengths, weaknesses, opportunities, and threats. A SWOT analysis
occurs during the second step in the strategic planning process, the situation analysis. By
analyzing what the firm is good at (its strengths), where it could improve (its
weaknesses), where in the marketplace it might excel (its opportunities), and what is
happening in the marketplace that could harm the firm (its threats), managers can assess
their firm’s situation accurately and plan its strategy accordingly.
Describe how a firm chooses which consumer group(s) to pursue with its marketing
efforts.
Once a firm identifies different marketing opportunities, it must determine which are the
best to pursue. To accomplish this task, marketers go through a segmentation, targeting,
and positioning (STP) process. Firms segment various markets by dividing the total market
into those groups of customers with different needs, wants, or characteristics who therefore
might appreciate products or services geared especially toward them. After identifying the
different segments, the firm goes after, or targets, certain groups on the basis of the firm’s
perceived ability to satisfy the needs of those groups better than competitors and do so
profitably. To complete the STP process, firms position their products or services according
to the marketing mix variables so that target customers have a clear, distinctive, and
desirable understanding of what the product or service does or represents relative to
competing products or services.

2-4
Outline the implementation of the marketing mix as a means to increase customer value.
The marketing mix consists of the four Ps—product, price, promotion, and place—and each
P contributes to customer value. To provide value, the firm must offer a mix of products
and services at prices their target markets will view as indicating good value. Thus, firms
make trade-offs between the first two Ps, product and price, to give customers the
best value. The third P, promotion, informs customers and helps them form a positive
image about the firm and its products and services. The last P, place, adds value by
getting the appropriate products and services to customers when they want them and in the
quantities they need.
Summarize portfolio analysis and its use to evaluate marketing performance.
Portfolio analysis is a management tool used to evaluate the firm’s various products and
businesses— its portfolio—and allocate resources according to which products are
expected to be the most profitable for the firm in the future. A popular portfolio analysis
tool developed by the Boston Consulting Group classifies all products into four
categories. The first, stars, are in high-growth markets and have high market shares. The
second, cash cows, are in low-growth markets but have high market share. These
products generate excess resources that can be spun off to products that need them. The
third category, question marks, are in high-growth markets but have relatively low market
shares. These products often use the excess resources generated by the cash cows. The final
category, dogs, are in low-growth markets and have relatively low market shares. These
products are often phased out.
Describe how firms grow their business.
Firms use four basic growth strategies: market penetration, market development, product
development, and diversification. A market penetration strategy directs the firm’s efforts
toward existing customers and uses the present marketing mix. In other words, it attempts
to get current customers to buy more. In a market development strategy, the firm uses its
current marketing mix to appeal to new market segments, as might occur in international
expansion. A product development growth strategy involves offering a new product or
service to the firm’s current target market. Finally, a diversification strategy takes place
when a firm introduces a new product or service to a new customer segment. Sometimes
a diversification strategy relates to the firm’s current business, such as when a women’s
clothing manufacturer starts making and selling men’s clothes, but a more risky strategy
is when a firm diversifies into a completely unrelated business.
EXTENDED CHAPTER OUTLINE WITH TEACHING TIPS
I. WHAT IS A MARKETING STRATEGY?

2-5
A. Customer excellence (PPT slide 2-5)
1. Retaining Loyal Customers
2. Customer Service
B. Operational excellence (PPT slide 2-6)
C. Product Excellence (PPT slide 2-8)
D. Locational Excellence (PPT slide 2-9)
E. Multiple Sources of Advantage
Check Yourself: Several questions are offered for students to check their understanding
of core concepts. (PPT slide 2-11)
1. What are the various components of a marketing strategy?
Answer: A marketing strategy includes a firm’s target market(s), a related
marketing mix, and the bases upon which the firm plans to build a sustainable
competitive advantage.
2. List the four macro strategies that can help a firm develop a sustainable
Answer: The four microstrategies that can help a firm develop a sustainable
competitive advantage include customer excellence, operational excellence, product
excellence, and locational excellence.
II. THE MARKETING PLAN (PPT slide 2-12)
A. Step 1: Define the business mission. (PPT slide 2-14)
B. Step 2. Conduct a situation analysis using SWOT. (PPT slide 2-16)
C. Step 3: Identify and evaluate opportunities using STP (segmentation,
targeting, and positioning). (PPT slide 2-17, 18)
1. Segmentation
2. Targeting
3. Positioning
D. Step 4: Implement the marketing mix and allocate resources. (PPT slide 2-20)
1. Product and Value Creation (PPT slide 2-21)
2. Price and Value Capture (PPT slide 2-22)
3. Place and Value Delivery ((PPT slide 2-23)

2-6
4. Promotion and Value Communication (PPT slide 2-24)
E. Step 5: Evaluate performance using marketing metrics. (PPT slide 2-25)
1. Who is Accountable for Performance?
2. Performance Objectives and Metrics
3. Financial Performance Metrics
4. Portfolio Analysis
a) Stars
b) Cash Cows
c) Questions Marks
d) Dogs
F. Strategic planning is not sequential.
1. What are the five steps in creating a marketing plan?
Answer: The five steps in creating a marketing plan are defining a business
mission and objectives, evaluating a situation analysis, identifying opportunities,
implementing a marketing mix, and evaluating performance using marketing
matrix.
2. What tool helps a marketer conduct a situation analysis?
Answer: A SWOT analysis helps a marketer conduct a situation analysis.
3. What is STP?
Answer: STP is Segmentation, Targeting, and Positioning.
4. What do the four quadrants of the portfolio analysis represent?
Answer: Stars, Cash Cows, Question Marks, Dogs.
III.GROWTH STRATEGIES (PPT slide 2-28)
A. Market penetration (PPT slide 2-29)
B. Market development and the case for global expansion (PPT slide 2-30)
C. Product Development (PPT slide 2-31)
D. Diversification (PPT slide 2-33)

2-7
1. What are the four growth strategies?
Answer: They are market penetration strategy, market development strategy,
product development strategy, and diversification strategy.
2. What type of strategy is growing the business from existing customers?
Answer: The type of strategy that grows a business from existing customers is
market penetration strategy.
3. Which strategy is the riskiest?
Answer: The diversification strategy is the riskiest, because unrelated
diversifications do not capitalize on either core strengths associated with markets
or with products.
POWERPOINT SLIDES WITH TEACHING NOTES
Power Point Slide Teaching Notes
2-1: Developing Marketing Strategies and a
Marketing Plan
2-2: Learning Objectives These questions are the learning
objectives guiding the chapter and
will be explored in more detail in the
following slides.

2-7
2-3: Nike Students will most likely be familiar
with Nike products.
Ask Students to comment on any
commercials they can recall and the
company itself. Students will start
to mention many topics in the
chapter including target markets,
marketing mix and sustainable
2-4: Sustainable Competitive Advantage This slide covers the four strategies
to create and deliver value and a
sustainable competitive advantage.
Ask students to think of companies
who they are very loyal to in many
categories (food, electronics, and
personal care)? Is it their product,
location, operational, or customer
excellence that draws the student’s
loyalty?
2-5: Customer Excellence Luthansa airlines retains customers
by offering the best possible service
at the best possible price.
Ask students what this might
include for an airline? For economy
they offer meals, free drinks and fun
toiletries and for the first class
customer massages, manicures and
stand-up bars in flight.

2-8
2-6: Operational Excellence The text highlights how firms can
use the various elements of the
marketing mix to achieve a
In recent years, firms such as Wal-
Mart have achieved competitive
advantage by utilizing operational
excellence.
That is, by controlling price and how
products are delivered to their
stores, they have been able to offer
customers low prices on a wide
array of goods.
This is made possible through the
use of efficient operations and
excellent relationships with
suppliers.
2-7: New Balance – Can America Compete? Marketing the “Made in America”
concept. This clip features the New
Balance brand. The clip focuses on
the value found in U.S. made brands
and evaluating the cost vs. time
factor.
Note: Please make sure that the
video file is located in the same folder
as the PowerPoint slides.
2-8: Product Excellence Ask students how this is an
example of product excellence.
Students might say it is product
excellence because of the high
quality of the product.
Point out the fact that expensive
should NOT be confused with the fact
that the product has a clear and
distinctive brand image and that it is
clearly positioned.

2-9
2-9: Locational Excellence A competitive advantage based on
location is sustainable because it is
not easily duplicated.
2-10: What Competitive Advantage? Ask students which of the four
value choices is Singapore Airlines
using?
Singapore Airlines is using customer
excellence to create and deliver
value and to develop sustainable
competitive advantages.
2-11: Check Yourself 1. Identifies a firm’s target market,
related marketing mix — their four Ps
— and the bases upon which the firm
plans to build a sustainable
2. Customer excellence, operational
excellence, product excellence,
locational excellence.

2-10
2-12: The Marketing Plan Explain to students that the
marketing plan should be a written
plan yet many companies do not write
it down.
Ask students why companies tend
to not write down marketing plans.
The most likely answer is that they
don’t take the time or haven’t
organized the strategy.
2-13: Three Phases of a Strategic Plan A poorly executed plan leads to
failure, regardless of how good or
solid the plan may be.
The world is full of good plans
poorly executed. When initially
introduced, diapers designed
differently for boys and girls
bombed because the market was not
ready for the product; through
improved execution, the diaper
manufacturer ultimately found
success.
However, even well-executed plans
require monitoring and updating,
because the needs of any market
constantly change.
2-14: Step One: Defining the Mission and/or
Vision
Group activity: Students should
develop a mission statement for their
school.
The resultant mission statement
would offer a good way to assess
and set student expectations.

2-11
2-15: MADD Promotion Notice how MADD works to
translate its Mission Statement into
action through its promotion efforts
2-16: Step Two: Conduct a Situation Analysis
Using SWOT
A SWOT analysis is comprehensive,
in that it offers both an internal and an
external assessment. The firm
therefore must possess expertise in
both what the firm can provide and
what the market wants the firm to
provide.
Students can take a few minutes and
fill in a SWOT analysis for their in-
class exercise of building a
marketing plan for their college.
2-17: Step Three: Identifying and Evaluating
Opportunities Using STP
After completing the situation audit,
the next step is to identify and
evaluate opportunities for increasing
sales and profits using STP
(segmentation, targeting, and
positioning).
With STP, the firm first divides the
marketplace into subgroups or
segments, determines which of those
segments it should pursue or target,
and finally decides how it should
position its products and services to
best meet the needs of those chosen
targets.

2-12
2-18: Hertz: Segmentation, Targeting,
Positioning
Hertz offers different vehicles to
meet the transportation needs of
diverse segments. Each class of
automobile offers something to
please every segment.
2-19: What Segments? Ask students what segments is Nike
going after?
2-20: Step Four: Implement Marketing Mix
and Allocate Resources
In all firms, resources are scarce and
must be allocated so that they create
the most value for the firm.
Ask Students to point out the
elements of the marketing mix in
this ad? They will certainly see the
value creation in the product and the
promotion which targets busy
women.

2-13
2-21: Product and Value Capture Because the key to the success of
any marketing program is the
creation of value, firms attempt to
develop products and services that
customers perceive as valuable
enough to buy.
2-22: Price and Value Capture These will be covered in the pricing
chapters later in the book. It is
worth spending some time on Value-
based pricing.
Show students two differently priced
products from the same category and
ask students which one they view
as better value and why?
For example, an Apple iPod vs. a
Microsoft Zune player. Or
alternatively Aquafina vs. Perrier.
Also explain that in this course,
more discussion of value will be
done throughout the semester.

2-14
2-23: Place and Value Delivery Getting the product to consumers at
the exact moment they desire it is
difficult.
Firms therefore are experimenting
with different forms of distribution,
such as vending machines for cell
phones, to offer consumers 24/7
access to products.
Staples has incorporated web kiosks
in their stores to access Staples.com.
Thus, consumers are able to buy
products that are out of stock in-
store.
Ask students if they are familiar
with Sephora, if they like it, and why?
Most likely they will be very fond of
this retailer. They offer an
incredible assortment in a well-
organized, well lighted, exciting
retail environment.
2-24: Promotion and Value Communication Consumers enter into an exchange
only if they know that the firm’s
product or service appears in the
marketplace. This is why promotion
is so important. They won’t buy if
they don’t know about it.

2-15
2-25: Step Five: Evaluate Performance and
Make Adjustments
Firms cannot simply remain content
with a strategy for too long. Over
time, all strategies must be revised
to adjust to new markets, new
competitors, and new technologies.
The firm must recognize not only its
failures, but also its successes to
ensure continued success. The full
description of the Boston Consulting
Group Matrix is found in the
Appendix to Chapter One. In
general it is an example of portfolio
analysis.
Visit the P&G website and ask
students to recognize stars, cash
cows and question marks (newer
products). You won’t find any dogs
at the P&G website.
2-26: Which Quadrant? Ask students to identify which
quadrant of the Boston Consulting
Group portfolio analysis do these
products belong to?
The Apple iMac Desktop would be
considered a cash cow, while the
iPad would be considered a Star.

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Bandelettes—
6 double Bandelettes ... ... ⎫
40/0
1 Sève Dermale ... ... ⎬
1 Dish ... ... ⎪
Sachets de Toilette ... ... ⎭
Other preparations to order specially procured from Paris.
Dora Molles’ Shampoo Balm 1/6
Dorin’s Preparations—
Blanc de Perle (Liquid) 0/9
Carmine, Violet Scented 1/6
Crayon Pencils 0/4½, 0/6½, 1/4½
Fard Indien Black 1/3
,, ,, Brown 1/3
Grenadine for the Lips 0/9
La Dorine 0/8, 1/5
Mastic Indien 0/10½
Raisin Rouge for Lips 0/10½
Roseine Liquid 1/5
Rouge de l’Indes 1/5
Rouge de Théâtre 0/8½, 1/6
Vinegaire de Rouge 1/0
Welda Pencils 1/3

Emol Keleet Powder, per tin 0/9
Emollientine (or Winter Fluid), per bot. 0/4½, 0/8½, 1/3
Eno’s Solution of Roses, per bot. 0/9½
Eucryl (Bath), per bot. 1/6, 2/6
Euthymol Powder 1/0
Evans’ Talcum Powder, per tin 1/0
Eyebrow Pencils (Black and Brown), each 0/4½
Fay’s Crême Imperatrice, three shades, per pot 1/5
,, Poudre Veloutine, three shades per box 1/11
Fuller’s Earth, per box 0/3½, 0/7
,, ,, Seymour’s, per bot. 1/0, 1/9
Germandrée Powder, three shades, per box 3/2
Giraud’s Cream Floriene, per jar 1/9
Giroflée Toilet Powder, per box 2/4
Gloves, India rubber (See Surgical Section)
Glycerine and Honey Jelly (Glymiel), per tube 0/4, 0/7½
per pot 0/4, 0/7½
Glycerine and Honey Jelly (Harrod), per tube 0/3½, 0/6½
Godfrey’s Extract, per pot 2/1
Gowland’s Lotion, per bot. 1/11
Guerlain’s, Ladies in all Climates, Face Powder, per box 5/0
Hagan’s Magnolia Balm, per bot. 2/2
“Hazeline,” in bottles 1/0, 3/0
,, Cream, in tubes 0/6, 0/10
,, Cream, in pots 0/11
,, Snow, in pots 0/11
Hind’s Honey and Almond Cream, per bot. 2/3
Houbigants’ Eau de Toilette, per bot. 6/0, 11/0, 21/6
,, Poudre Dulcia, per box 2/0
,, ,, Ideal, per box 8/0
,, ,, Ophelia, per box 2/6
,, ,, Peau d’Espagne, per box 4/0
,, ,, Violet, per box 2/0
Icilma Preparations—
Amel Jelly, per tube 1/1½
Antiseptic Water per bot 0/6

Antiseptic Water, per bot. 0/6
Cold Cream, per pot 1/0
Dry Skin Cream 1/6
Face Powder, White Rose, Naturel and Rachel, per box 4/0
Fluor Cream, in tubes 1/0
,, ,, in pots
1/0, 1/9, 3/10,
8/7
,, ,, flesh tinted 1/6
Hair Powder ... per box 1/6
Icilmine, in tubes 1/3
,, in glass jars 4/6
Icilrose, per bot. 2/6
Kohol, per bot. 3/0
Natural Water, per bot. 0/11, 1/9
Rosee Icilma, per bot. 5/0, 9/0, 17/0
Selama Water, per bot. 1/3
Shampoo Sachet 1/0
Shaving Cream, per pot 1/3
Vulcanite Sprays, each 2/0, 2/6
Java Powder (Harrod), per box 0/7½
Jeyes’ Lano Cyllin, per tube 0/10
Khala Cream Skin Food ... per bot. 1/10, 3/3
La Blache Face Powder, White, Pink, Flesh, Cream per box 1/9
La Diaphane, per box 1/7
La Dorine, per box 0/8, 1/5
Lait Antiphelique, per bot. 3/10
,, d’Iris (Piver, L. T.) per bot. 1/9
Lakshmi, per bot. 2/5
,, Cream, per pot 2/5

“Lanoline” (“Dartring”) per tube, 0/6, 0/10
,, Cold Cream, per pot 1/3
Lanoline
Specially prepared for The Toilet
Lanoline (Harrod), per tube 0/4½, 0/8½
CUCUMBER
Lanoline
Cream
Lanoline and Cucumber, as illustrated per
bot. 1/0, 1/9
Lehlia Cream, per pot
0/11,
2/3
Leichner Fett Powder, three shades 0/9½
Lentheric’s Cyclamen de la Vie Powder 2/9
,, La Feria Powder 2/9, 4/7
,, Orkidée Powder 2/9, 4/7
,, Pourpre Tintoret 1/10
,, Pourpre Tintoret, for the lips
(liquid) 2/9
,, Rosée Orkilia (for the complexion) 4/7
Lentheric’s Rubis Tintoret 1/10
,, Tintoret Powder 4/7
Lloyd’s Euxesis, per tube 0/10½
(The Genuine, made by the Widow.)
Lubin’s Eau de Toilette, per bot. 2/9, 7/6, 13/9, 19/0
Lypsyl, per tube 0/4½, 0/9
Mackenzie’s Face Lotion, per bot. 2/11, 3/11
,, Zenaline, per bot. 3/0
,, Wafers, per box 3/3
Madam Helene’s Complexion Wash per bot. 2/6, 4/6
Magda Toilet Cream, per pot 2/3
Malloween Cream 0/10½, 1/9
Marris’s Almond Tablets, per tin
0/4½,
0/8½
Mason’s Cold Cream of Wool Fat and Cucumber per
jar 3/3

Mason’s Emulsion of Cucumbers (Thick or Thin) 3/3
Massagers, each 2/0
Matthew’s Fuller’s Earth 0/4, 0/7½
,, ,, ,, Cream, per tin 0/3½
Mayzone Cream per pot. 1/6
Mennen’s Talcum Powder, per box 1/0
MOSKOLA
THE PERFECTION
OF
TOILET CREAM
Milk of Cucumber, per bot.
0/8½, 1/2,
2/3
Moskola Cream, per pot 0/11½, 1/5, 2/3, 5/6
Murray and Lanman’s Florida
Water
0/10, 1/8,
2/8
Mum per pot ... ... 1/0
Oatine Preparations—
John Taylors
Oxygen Talcum Powder
Borated & Perfumed
John Taylor
the midland chemical industry
Newark-on-Trent England
Cream ... ... 1/1½, 2/3
,, 1-lb. tin ... 5/0
Bust Developer ... 4/6
Depilatory Powder ... 4/6
Talcum Powder ... 1/1½
Balm, in tubes ... 1/1½
,, bots. ... 1/1½, 2/3
Oxygen Talcum Powder, scented, for baby
and general toilet use, harmless to use per tin 0/10

Papier Poudre, per book ... 0/6, 1/0
,, ,, Poppœa Rouge Pads ... 0/6, 1/0
,, ,, ,, ,, Pad and Mirror ... 1/6
Pasma Powder, per pkt ... 0/10½
per bot. 2/3
Pasta Mack, for the Bath, per box ... 1/10
Pâte Amygdaline, per pot ... 1/3, 2/3
,, Agnel, per pot ... 1/6
Pears’ Blanc de Perle, per pot ... 1/0
,, Fuller’s Earth ... 0/4, 0/7½
,, Violet Powder ... 0/4, 0/7½
,, Milk of Roses, per bot. ... 0/8
Petal Dust, per packet ... 0/2, 0/4
Piesse and Lubin’s Prepared Oatmeal ... 0/9
,, Hungary Water, per bot. ... 2/2, 3/5
,, Pistachio Nut Powder, per box ... 1/11
Pierre, Dr., Eau de Toilette, per bot. ... 1/10, 3/6
Perla’s Preparations—
Cleansing Lotion ... 2/9, 5/0
Crême d’Ispahan per pot ... 3/3
Perla’s Crême
Marie Antoinette
The Perla Toilet Cº
LONDON PARIS and
NEW YORK
Crême Marie Antoinette 2/3, 4/2
Crystal Lotion 2/3, 4/2
Depilatory 1/4
Eau de Neige (3 shades) 2/3, 4/3
Florentine Lip Salve 1/4
Iceland Powder per box 2/3
Lait de Beauté 2/9, 5/0
(Made from an old French Recipe.)
Magirettes 4/6

Perla’s Lait de
Beauté an
unequalled
skin tonic
HARRODS ltd
london
Midgite 1/6
Milk Baths 0/11
Olivettes 4/6
Olivine, per bot. 2/3
Orange Blossom Powder 2/3
Pâte d’Ivoire 2/6
Perline 2/6
Pomade Panne 2/6
Poudre de Beauté, per box 2/6
Poudre Suzanne 2/3
Roman Powder 2/6, 4/6
Rouge Liquid (face) 2/3, 4/2
,, ,, (for the lips) 2/3
Spikenhard per bot. 2/6

Pomeroy’s Preparations—
Astringent Tonic Lotion ... 4/6
Eau Pomeroy ... 2/0, 3/6
Eyelash Cream, per pot ... 1/6
Eye Lotion ... 2/6
Face Powder, per box ... 1/6, 2/6
Liline, per bot. ... 1/6
Lip Salve ... 1/0
Liquid Powder, per bot. ... 2/0, 3/6
Liquid Rouge ... 2/6
Prepared Oatmeal, per box ... 1/0, 2/0
Safada, per bot. ... 1/6
Shampoo, Dry ... 1/6
Bellows for same ... 1/0
Shampoo Powders, per box ... 1/0
Skin Food, per pot ... 1/6, 3/6, 5/0
Soap, per tablet ... 1/0
Sprays ... 3/6
Tonic Lotion, per bot. ... 4/6
Tooth Paste ... 1/6
(Other preparations obtained.)
Pompeian Massage Cream, per jar ... 1/9
Pond’s Antiseptic Cream, per pot ... 2/1
,, Talcum Powder ... 0/10½
,, Toilet Cream, per pot ... 2/1½
,, Vanishing Cream, pot or tube ... 0/11
Powders for the Complexion.
Bourjois’ Java, per box ... 0/8½
,, Manon Lescant, per box ... 1/11
Cimolite (three colours), per pkt. ... 0/9
per bot. 2/6
Courvoisier’s Viotto Face Powder, per box 1/6
Coty’s Rose Jacqueminot, per box ... 12/6
Diaphne, per bot. ... 1/7
Pâte Amygdaline for the Complexion,

Pâte Amygdaline for the Complexion,
per pot, 1/3, 2/3.
[366]
Dorine, La, per box 1/5
,, de Poche, per box 0/8
Fay’s Veloutine, per box 1/11
Giroflée (Harrod), per box 2/4
Poudre de Riz Royale
Giroflée
Harrods Ltd london
(Powder of the finest quality,
highly recommended, in
White, Cream, Pink Shades.)
Germandree, per box 3/2
Houbigant’s Dulcia, per box 2/0
,, Fougere Royal, per box 3/0
,, Ideal, per box 8/0
,, Ophelia, per box 2/6
,, Peau d’Espagne, per box 4/0

Lablachi Face Powder, in White, Pink, Flesh, Cream, per box 1/9
Ladies’ in all Climates, per box 5/0
Lait Antéphélique, per bot. 3/10
Leichner’s Fett Powder, per box 0/9½
Lillie Powder, per box 1/1
Oatine Powder, per box 1/4
Picard’s Poudre d’Amour, per box 0/9
Piesse and Lutin’s—
Florimel of Palm, per jar 2/8
Boronia Powder, per box 1/1
Pistachio Nut Powder, per box 1/11
Bath Herb Crystals, per box 1/4
Piver’s Azurea 2/6
,, Rosiris 2/6
,, Safranor 2/6
,, Tréfle Incarnat 2/6
Regalia Face Powder, per box 1/4
Regalia Powder
for the TOILET
and COMPLEXION
REGALIA TOILET Cº
LONDON PARIS
This powder is composed on
scientific principles, being
absorbent and antiseptic,
and perfectly harmless to
the most delicate skins.
Rimmel’s Beauté, per box 1/6
,, Rose Leaf Powder, per box 0/8
,, Velvetine, per box 1/0
Royal Vinolia Toilet Series.
Royal Vinolia Soap, 0/4½ Tablet, in Box 3 for 1/0
,, ,, Shaving Soap Stick 0/9
,, ,, Shaving Powder (Soap) 0/10
,, ,, Talcum Powder 1/0
,, ,, Complexion Powder 1/9
,, ,, Cream per tin 0/11, 1/7

,, ,, Vegetable Hair Wash 1/0
,, ,, Tooth Paste 0/6, 0/10½
,, ,, Tooth Powder 1/0
,, ,, Fluid Dentifrice 1/0
,, ,, Vanishing Cream 0/10½
,, ,, Solidified Brilliantine 1/0
,, ,, Perfume 2/0, 3/6
,, ,, Sachet 1/0
(The above Goods obtained to Order.)
Roger and Gallet’s—
Anthea, per box 1/8
Lilas Blanc, per box 2/9
Peau d’Espagne, per box 2/9
Vera Violetta, per box 2/9
Violette de Parme, per box 1/3
Simon, per box 1/5
Taylor’s Cimolite Face Powder 0/9, 2/6
Tetlow’s Swansdown, per box 0/4½
Vinolia, per box 0/10, 1/6, 3/0
(In three shades.)
Violet’s Ambre Royal, per box 3/6
,, Extra Violette, per box 2/10

Psycheia Cream, per tin 2/10
Regalia Cream (for whitening the skin) per bot. 1/4
Poudre De Riz
Violet De Parme
Violette de Parme, three
colours, White, Pink and
Cream, per box 1/3, 2/0
(Harrod)
Violette de Printemps Face
Powder (Harrod) White, Pink,
Cream per box, 1/9
Poudre De Riz
Violettes Paintemps
Harrods Ltd london
This is a powder of superior
quality, and can be used for
delicate skins with impunity.
Regalia Shaving Cream, per pot
1/4
Regalia Face Powder per box, 1/4
In three colours, White, Pink
and Cream. Suitable for
the most delicate and
sensitive skins.
Resorcin Skin Food, per pot 2/6
Rimmel’s Oatmeal, Violet scented, 0/4, 0/8, 1/4, 2/6
,, Ozonizer, each 0/9
,, Toilet Vinegar, per bot. 0/9, 1/8, 3/0
Roger and Gallet’s—
Eau de Toilette à la Violette de Parme, per bot. 2/11, 4/11
Eyebrow Pencils, each 0/4½, 0/6½
Lip Salve 0/4½, 0/6½, 0/7½
Rouge per box 0/3½ 0/6

Rouge, per box 0/3½, 0/6
Rose Water (Varaldi), per bot. 0/9
Rowland’s Kalydor, per bot. 1/10½, 3/5
Royal Toilet Co.’s—
Pâte Amygdaline, per pot 1/3, 2/3
(A perfect Face Cream.)
Ruppert’s Egyptian Balm, per pot 4/6
,, Face Bleach, per bot. 3/6
St. Poelten’s Lotion, per bot. 2/3
Sanitas Toilet Fluid, per bot. 0/11½, 2/4½
Sapo (Liquid Soap), per bot. 1/0, 1/9
Saunders’s Bloom of Roses, per bot. 0/9
Saunders’s Face Powder, per pkt. 0/8, 2/0
Dr. SEYMOUR’S
Prepared Bleached
FULLER’S EARTH
HARRODS STORES ltd
BROMPTON ROAD S.W
Orders by post are
promptly and
accurately executed.
Seymour’s Fuller’s Earth,
per bot. 1/0, 1/9
Telephone:
WESTERN ONE
(80 Lines).
Day and Night.

Sulphur Skin Lotion, per bot. 1/6
Sunburn and Freckle Lotion, per bot. 1/0
Sylvia’s World Sweetener, per box. 2/6, 4/6
Talbot’s Dermine, per bot. 0/10½
Taylor’s—
Cimolite Face Cream, per tube 0/9
,, ,, Powder, per bot. 2/6
,, ,, ,, per box 0/9
In three colours, White, Pink,Cream.
Cimolite Fuller’s Earth, per bot. 2/6, 5/0, 9/9
per box 0/8½ per tin 2/4, 4/6, 8/9
If you wish to keep posted
on the subject of Drugs,
Perfumes, Patent Medicines,
Soaps, Medical Instruments
and Inventions, the best
way is to ask for our
Quarterly Drug List to be
sent to your address
regularly.
Toilet Vinegar, per bot.,
0/7, 1/0, 1/10
White rose
TOILET VINEGAR.
HARRODS LTD.
BROMPTON ROAD.
Vaseline Camphor Ice, per tin 0/3½
,, Cold Cream, per pot 0/3½, 0/9
Vinolia Cream, in tins,
0/11, 1/7, 3/2,
5/5
,, Fuller’s Earth, per box 0/4
,, “Lait Vinolia,” per bot. 0/7½
,, Lypsyl (for the lips) 0/4½, 0/9
,, Powder, three shades, White, Pink, and
Cream, 0/10, 1/6, 3/0,
,, Violet Powder, per tin 0/4, 0/7½

,, o et o de , pe t 0/ , 0/
Violet Powder, Atkinson’s, per pkt. 0/3½, 0/7
,, ,, Breidenbach’s 0/2½
,, ,, per box 0/2½, 0/5½
,, ,, (perfumed delicately), per box 0/6
Violette de Parme Face Powder, per box 1/3, 2/0
An absolutely harmless powder in three colours, White, Cream,
and Pink.
Violet’s Tsarini Cream, per pot 1/7
Wheeler’s Glycerine Jelly, per pot 0/3½, 0/7½
Winter Fluid, per bot.
0/4½, 0/8½,
1/3
“Winter’s (John Strange)” Preparations—
Crême Marquise, in tubes 0/11
in pots 2/5
Lakshmi, per bot. 2/5, 6/0
,, Cream, per pot 2/5
Norwegian Cream, per pot 2/5
Poudre Marquise, per box 2/5
This preparation may be obtained in five tints.
Temple Cream, per pot 2/5
Woolley’s Sanitary Rose Powder. In five colours,
viz.: Cream, Rose, White, Naturelle, Rose-
Rachel,
in pkts. 1/0, 1/9, 3/0
bottles 5/0

Harrods stock only the purest and best
articles in this section, so that customers
may make selections with every
confidence, and in the certain knowledge
that they are buying reliable goods.
Violette Ideal, 2/0 4/0 8/0 16/0 32/0.
THE BEST BATH POWDER.
[367]
PREPARATIONS FOR THE BATH.
POUDRE A LA VIOLETTE DE PARME
POUR LE BAIN
HARROD’S STORES LTD
Bath Powder, in pkts., Violet, Rose, Verbena,
per pkt. 1/0
Bath Puff Bowls, latest designs, pulp
ware, light and unbreakable, three sizes
... 2/6, 3/9, 4/6
Puffs, extra ... 1/6, 3/0, 3/9, 4/6
Bath Salt, Turkish
per bot. 1/3, 2/3,
4/3
per tin 6/6, 12/6, 17/6, 42/0
B th S lt b t 1/3 2/3 4/3

Bathodora (Crown Perfumery Co),
per box 2/6
BATH SALTS
SOFTEN & PERFUME THE
WATER
HARRODS Ltd LONDON SW.
DRUG DEPARTMENT
Bath Salt, per bot. 1/3, 2/3 4/3
per tin 6/6, 12/6, 17/6 42/0
These Bath Salts are made of the
finest materials only, and have
attained great popularity. May be
obtained in the following odours:
Cologne, Lavender, Regalia, Violet,
Rose, Verbena.
Bath Powder, “Ideal
Violet,” per box 2/0, 4/0, 8/0, 16/0, 32/0
A bath powder that can be used for the most sensitive skins,
and in addition promotes a clean and healthy complexion.
Bath Powder,
Violet Scented Empress
1/3 and 2/0
VIOLET Empress BATH POWDER
A WATER SOFTENER AND EXILLARANT
J. TAYLOR & SON Ltd
THE “Omnium”
Bath Powder, Omnium unscented,
0/6½ and 0/10½
Most suitable for hard water.
May be had in the following odours:
Crab Apple Blossom, Lavender, and
Violet.

Powder for use after the bath, with Puff, per box 2/5
Eau de Cologne—
Genuine, glass bottles, per bot. 2/2, 4/4
,, wicker bottles, per bot. 3/3, 6/6, 13/0
Elogins Platz, per bot. 1/10½, 3/6
per case of 6 bots. 10/6
½ pint, reputed 2/9
1 pint, reputed 5/6
1 quart, reputed 10/0
Luce’s, per bot. 0/11½, 1/11, 3/9
Madonna, per bot. 1/9, 2/10, 5/4, 9/9
No. 1, per bot. 1/10½, 3/8, 8/6, 15/9
No. 4, per bot. 2/0, 4/0, 6/0, 12/0
No. 4711 2/0, 3/3, 6/3, 12/6
Superior, per bot. 1/5½, 2/11, 6/9, 13/0
Eau de Toilette—
Eau Houbigant 6/0, 11/0, 21/6
Venus, per bot. 2/3, 4/0, 7/9
Verbena, per bot. 2/3, 4/0, 7/9
Violet, per bot. 2/3, 4/0, 7/9
Pinaud’s Violette, per bot. 3/0
Roger and Gallet Anthea, per bot. 2/11
,, ,, Violette de Parme, per bot. 2/11, 4/11
Eau Lubin, per bot. 2/9, 7/6, 13/9, 19/0
Kananga Water, per bot. 2/8
King’s Ammonia, per bot. 0/7½, 0/9, 1/3, 2/0
per gal. 7/6
A little added to the bath makes it refreshing and cleansing.
King’s Ammonia, Lavender Scented, per bot. 0/9½, 0/11, 1/5
Kio Bath Tablets, per box 1/6
Lavender Water (Old English) per bot. 1/7½, 3/0, 5/9, 11/6
Lavender Water, fine quality, per bot. 0/8½, 1/1½, 2/0, 3/9, 8/6
Pasta Mack, per box 1/10
Sachets—
Pour le Bain (Dr. Dys), each 4/0, 8/0
T b (40) h 20/0

,, Tub (40) ,, each 20/0
Savopad each 0/7, doz. 6/6
,, small size ,, 0/4½, ,, 4/3
Sea Salt (Dr. Russell’s), per box 0/10½
Tidman’s Sea Salt, per box 0/9½
Toilet Vinegar, per bot. 0/7, 1/0, 1/10
,, Bully’s, 1/4, 2/8, 5/2
,, Rimmel’s 0/9, 1/8, 3/0
Turkish Bath Essence, per bot. 2/3, 4/0, 7/9
Violene Water Softener, per tin 0/5, 0/10, 1/10
Violet Oatmeal, per box 0/4, 0/8, 1/4
Violette Idéal Bath Tablets, per box 1/8
We hold a large and varied stock of Bath Soaps,
price lists of which see Soap Section.
Large selection of Sponges of the highest quality.
These have been specially selected, and an
inspection is solicited.

PREPARATIONS FOR THE HAIR.
Allen’s Hair Restorer, per bot. 4/0
,, Zylo Balsamum, per bot. 2/6
Atkinson’s (J. and E.) Preparations—
Bear’s Grease, per pot. 1/9, 2/8, 3/6
Brilliantine (White Rose), per
bot. 2/3, 3/6
Cosmetics, all colours, per
stick 0/9
Extract of Rosemary, per bot. 2/3
Eonia Hair Lotions—
Violette, per bot. 4/5
Jasmin 4/5
Californian Poppy, per bot. 4/0
Quinine Hair Lotion, per bot. 2/8
Violet Oil 1/6, 2/8
Barry’s Tricopherus, per bot. 2/1
Bates’s Frizzeta, per bot. 1/3
Bay Rhum, per bot. 1/2, 2/2, 4/0
,, White, per bot. 1/6, 2/9, 4/9
Bear’s Grease, per pot 0/8, 1/3
Boloroso’s Birch Balsam, per
bot. 1/10
Dr Boloroso’s BEAUTIFUL Birch Balsam
Antiseptic & Detergent Hair Wash
Produces Hair Prevents Scurf & the Hair
falling off.
Makes Hair Grow
An Antiseptic Detergent Hair
Wash.
Prevents Hair falling off.

Brilliantines, in 3 perfumes, Jasmin, Violette, White Rose
1/9, 2/10, 5/0
g
The Dr Boloroso Cº
Prevents Hair falling off.
Brilliantine, per bot. 0/8½, 1/2, 3/0
,, (Superior) per bot. 0/10½, 1/9
Cantharidine Hair Wash, per bot. 1/9, 3/3, 6/0
Cantharidine Hair
Tonic
Harrods Limited
london
Recommended by the medical profession.
Cantharidine Pomade, per pot 0/5, 0/9
Crystalline Pomade, per pot 0/5, 0/9
Capsuloids, per box 2/3
Captol Hair Wash, per bot. 2/3, 3/10
Castor Oil Pomade 0/4½,0/8
Chapman’s Colorina, per bot. 1/9
This dye can be obtained in eleven shades
for instantaneously dyeing of the Hair.
Cleaver’s Rosemary and Cantharidine Hair
Wash, per bot. 0/8½
,, Terebene Hair Wash, per bot. 0/8½
Coke’s Dandruff Cure, per bot. 2/3, 4/0
Courdray’s Brilliantine (Kosmo) per pot 1/0
,, Bandoline, per pot 0/5, 0/9
Cricine Hair Grower 3/3
,, Hair Curling Fluid 3/3
Curello for the Hair, per bot. 0/10½, 2/3

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Marketing Grewal 4th Edition Solutions Manual

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