EBK PRINCIPLES OF MARKETING
EBK PRINCIPLES OF MARKETING
17th Edition
ISBN: 9780134461427
Author: Armstrong
Publisher: YUZU
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Chapter 1, Problem 1.8CTE
Summary Introduction

To discuss: The salary information regarding marketing jobs.

Compensation is the financial advantage which is given to an employee giving their administrations to an organization. Compensation incorporates parts like pay, compensation, rewards etc.

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Most businesses segment the total consumer market into groups that it believes will purchase its product or service. The lead in this weeks chapter talks about dunkin donuts, or as it is now referred to just Dunkin. Dunkin and its alter ego, Starbucks are usually put into the same discussion as the two giants of coffee shops. The chapter talks about Dunkins target as working class people and Starbucks as more professional with higher incomes. There are however other major differentiations in the markets of the two. Provide some evidence of that differentiation.
“Market Segmentation: Still the Bedrock of Commercial Success” (Source: https://www.marketingjournal.org/market-segmentation-still-the-bedrock-of-commercial-success-malcolm-mcdonald/)   In light of the phenomenal advancements in marketing technology, it is important to dispel some of the popular myths surrounding market segmentation and explain why needs-based segmentation is still the main route to commercial success.  The most common objective of modern com­mercial organizations is the sustainable creation of shareholder value. This can be achieved only by providing shareholders with a total return, from capital growth and dividend yield, that exceeds their risk-adjusted required rate of return for this particular investment. In today’s highly competitive environ­ment, the major sources of shareholder value creation are the intangible mar­keting assets of the business, such as brands, customer relationships and channels of distribution, the 70% of the company’s value that does not…
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