Marketing management, The four broad themes of the holistic

Marketing management

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Reference no: EM132250479

1. Apple's $3 billion acquisition of Beats Electronics and Beats Music in 2014 was an attractive strategy option for entering promising new industries in headphones and streaming music services because it

was an effective way to hurdle entry barriers, is usually quicker than trying to launch a brand-new startup operation, and allows the acquirer to move directly to the task of building a strong position in the target industry.

was less expensive than launching a new startup operation, thus passing the cost of entry test.

offered a challenging opportunity to train new resources and revive a sagging business even if does not offer great prospects for growth, profitability, or return on investment.

was more likely to result in passing the shareholder value test, the profitability test, and the better-off test.

offered the prospect of gaining an immediate competitive advantage in the new industry and thus helps ensure that the diversification move will pass the competitive advantage test for building shareholder value.

2. Marketing management is

a. Primarily concerned with designing effective advertisements and/or persuasive selling strategies for salespeople in order to sell products and/or services

b. Subjective decision-making by managers

c. The art and science of choosing target markets and for getting, keeping, and growing customers through creating, delivering, and communicating superior customer (perceived) value

3. The four broad themes of the holistic marketing concept include(s) which of the following?

a. Integrated marketing

b. Internal marketing

c. Performance marketing

d. B and C

e. All of the above

Reference no: EM132250479

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