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"The service industry is customer driven, and marketing thus focuses on the needs of the customer and involves finding out what the customer wants and expect first, before any atte
Question 1: (a) Using an example from the local context, explain how an organisation can counter negative publicity. (b) Discuss the impact that customer retention has on
Brand building process: Having understood the basis of the brand equity, let us now turn to the brand building process. As we saw earlier, brands are built over a period of t
Name the main marketing communication disciplines or tools There are five main marketing communication disciplines or tools: advertising, sales promotion, personal selling (see
Illustrates the words of Philip Kotler about e-commerce? In the opinion of Philip Kotler : E-commerce can be described as a general term for buying and selling procedu
What are the Marketing Objectives - pricing decisions A firm may have different marketing objectives like maximisation of profit, maximisation of sales, survival in the mar
write a note on Importance & scope of marketing?
1. Discuss Lipton's bases for segmenting Lipton's consumer markets. 2. Examine Lipton's target marketing strategy from the product offering seen above. 3. Explain and determine t
What do you mean by business to consumer in e-commerce? B2C stands for Business to Consumer ; it is a type of e-commerce. It is where the consumer accesses the system of t
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