EBK PRINCIPLES OF MARKETING
EBK PRINCIPLES OF MARKETING
17th Edition
ISBN: 9780134461427
Author: Armstrong
Publisher: YUZU
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Chapter 4, Problem 4.21CC
Summary Introduction

Case summary:

The significant problem in the given case is that Company C is in its mature state and low growth, their chief executive officer (CEO) needs to change that by maximising its market towards new customers without losing the old ones. The case describes how Company C is utilising biometric technology by including new flavours to their soup lines to attain maximum consumers.

Characters in the case:

  • Company C

To discuss: The ways traditional research on marketing can be combined with the research efforts of Company C from the given case.

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1. Answer the following about podcasting as a new distribution channel of people who do virtual assistance as their business and include references: • How does podcasting as a distribution channel of a virtual assistant increase their market reach, improve customer experience, and is cost-efficient?  • How does this align with the overall marketing strategy? Consider product, price, promotion, and place. • What is the probable target audience, and what are their probable age, gender, location, and interests?  • Who are the potential participants? Is it wholesalers, retailers, online platforms, or etc.
Instruction:   1. Give one new distribution channels for Virtual Assistance (freelance business) that is not commonly used. - show a chart/diagram to illustrate the flow of the distribution channels. - explain the rationale behind it. (e.g., increased market reach, improved customer experience, cost-efficiency). - connect the given distribution channel to the marketing mix: (How does it align with the overall marketing strategy? Consider product, price, promotion, and place.).  - define the target audience: (Age, gender, location, interests, etc.).  - lastly, identify potential participants: (Wholesalers, retailers, online platforms, etc.)   Kindly provide references.
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