PRIDE/FERRELL MARKETING ACCESS
PRIDE/FERRELL MARKETING ACCESS
20th Edition
ISBN: 9780357435359
Author: Pride
Publisher: CENGAGE L
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Chapter 5, Problem 7DRQ
Summary Introduction

To discuss: Some ways to motivate the respondents to conjoin in mail surveys

Mail survey is the research method where the answers for a questionnaire are sent by way if mails.

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TASK DESCRIPTION Successful brand extensions allow companies to diversify their offerings and increase their market share. Brand extension will provide any company a competitive advantage over its rivals that do not offer similar products. You are expected to select a live/real organisation which is suitable to the task and launch a new product/service. Please discuss with your lecturer your choice before proceeding. For your Portfolio you need to complete the following tasks: 1. Develop a new brand extension for the organisation you have selected for one of their product/service. 2. Determine segmentation, targeting and positioning for the new brand extension. 3. Develop a detailed customer personal profile for the new brand extension, including demographic and psychographic information. 4. Develop the marketing mix strategies for the new brand extension (4Ps/7Ps).
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