Evaluate magellans advertising or promotion and sale budgets

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Reference no: EM133481274

Problem

Following the HBR Magellan Boatworks case study

Question I. What are the benefits of a cruising yacht? Describe the consumer decision-making process for Magellan ships. What are the roles and timing of advertising, promotions, and the sales force in this process?

Question II. What are and should be the goals of Magellan's communications program?

Question III. Should Magellan's marketing message be changed? What message is appropriate?

Question IV. Should Magellan's media mix be changed? How would you change it?

Question V. Should Magellan's sales process be changed? What allows two of your salespeople to significantly outperform their colleagues?

Question VI. Evaluate Magellan's advertising/promotion and sales budgets. Are they appropriate for the marketing task?

Reference no: EM133481274

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