Bundle: Contemporary Marketing, Loose-Leaf Version, 17th + LMS Integrated MindTapV2.0 Contemporary Marketing, 1 term (6 months) Printed Access Card
17th Edition
ISBN: 9781337493819
Author: BOONE, Louis E., Kurtz, David L.
Publisher: Cengage Learning
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Chapter 2, Problem 1CTE
Summary Introduction
To Discuss: The potential benefits and drawbacks and the advice that are given to the company.
Introduction: Marketing strategy is the systematic preparation figured especially to achieve the marketing goals of the business. It gives a proposal to accomplish these marketing objectives. It is the element of a marketing plan.
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You are the Marketing Manager of COMPUTEX LIMITED, a company dealing in the production and distribution of computer hardware and software. Your markets cover the whole of Kenya and the East African Region where you deal mainly with other organizations that require your products either for re-sale or business operations. Your company has just developed a new product and you are required to come up with effective marketing strategies that will ensure the product takes off upon introduction. Your industry is very competitive with very well-established players. Your existing products are well received in the market and your company commands a substantial market share.
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Upon launch of the new product, it will go through the diffusion process. Using a sketch, describe the diffusion process the product will go through while highlighting the strategies you will apply to ensure the adoption process is fast.
You are the Marketing Manager of COMPUTEX LIMITED, a company dealing in the production and distribution of computer hardware and software. Your markets cover the whole of Kenya and the East African Region where you deal mainly with other organizations that require your products either for re-sale or business operations. Your company has just developed a new product and you are required to come up with effective marketing strategies that will ensure the product takes off upon introduction. Your industry is very competitive with very well-established players. Your existing products are well received in the market and your company commands a substantial market share.
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One of your roles is to advise the management on how to allocate marketing funds around the product portfolio held by the organization. Using examples, describe how you would apply the Boston Consulting Group (BCG) model to classify the products at your company. Use a sketch where necessary.
You have been appointed as the Marketing Manager for a Tourism Authority (GTA). Discuss in detail your advice to the CEO on how to promote a tourist destination.
Chapter 2 Solutions
Bundle: Contemporary Marketing, Loose-Leaf Version, 17th + LMS Integrated MindTapV2.0 Contemporary Marketing, 1 term (6 months) Printed Access Card
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