BU352 Study Guide - Final Guide: Customer Relationship Management, Competitive Advantage, Market Segmentation
Document Summary
Ca s e f or m a t. M is s ion s ta te m e nt. Other: what is special about this case? i. e service business, b2b, international marketing, ethical issues. Listing case facts under analysis is not an analysis ask (cid:862)so what? (cid:863) Decision criteria: identify decision criteria to evaluate alternatives, assumptions, and constraints. Each alternative must be a solution to the problem/opportunity. Recommend how you will come over any disadvantages identified. Marketing mix: product: product classification, lines, mix & plc. Promotion: strategy, objectives, advertising, promotion, personal selling, pr, imc, budgets & rationale. Expected results: market share, income (operating) statement, timeline. E xte r na l f a ctor s a f fecting the 4p" ( cds te p ) S e g m e nta tion, ta r g e ting , p os itioning (ov e r v ie w ) Segmentation: market segment who responds similarly to marketing.
