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1) Choosing a Market Type
Situation: Your company has capacity and competency to provide accounting services. The company wishes to shift from a "product" focus (providing accounting services) to a customer focus (serving those who need accurate accounting documents prepared). The company needs to determine whether it should pursue the B-B market or the B-C market.
Using the buying processes of customers as described in the text and the course content, describe the following for each market type (B-B, B-C):
• The core need of the customers that will be addressed
• At least 4 steps customers would take to make a buying decision
• Factors that influence purchase decisions
• Most positive reason to pursue each market type
• Most negative reason not to pursue each market type
After compiling this information add a paragraph that explains your recommendation to pursue one specific market type.
Prepare a process flow diagram of each alternative. What additional information would you need to ascertain which alternative will provide the best value to your customers?
Identify and describe three ethical mandates of Jainism. Then evaluate the benefits and risks of putting so much emphasis on asceticism. Make sure you use enough detail to support your answer.
Discuss a popular national product or service that is using integrated marketing communications effectively.Include specific examples of their promotional activities from the different promotional mix categories.
Imagine your manager has requested that everyone in the company take the StrengthsFinder test. Now, your manager has asked you to put together a training tool on how to best coach and develop employees in the decision making process who have varie..
Interview a local owner-manager of a widely rec. ognized retail franchise. such as McDonalds.- Ask him or her to explain the process of obtaining the franchise.
Do you think Black Friday and Cyber Monday are good marketing tactics, for both the business and the consumer? Why or why not?If you owned a brick-and-mortar retail business, would you open at 5am for Black Friday? Why or why not?
Identify a real organisation and product to promote. You must then complete an Integrated Marketing Communications (IMC) Plan for that organisation.
MKT 679 :What is the expected customer lifetime value of a newly acquired customer? Use an annual discount rate of 10%. Do you think this value is likely to increase or decrease as Retail Relay grows into a larger company?Is the Valpak promotion wort..
If the measures used in research had no measurement error whatsoever, would researchers obtain weaker or stronger findings in their studies?
Discuss the kinds of ‘off the peg' research a marketer can buy into that are useful in marketing communications terms.
Share your reaction to this course. Next, research your workplace organization to find out how research is conducted that involves human participants. For example, is there an IRB or ethics committee? If so, do they review proposals? Next, find ou..
what are the different types of data and research methodologies for marketing research? what are at least five
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