BU362 Lecture Notes - Market Trend, Marketing Mix, Sales Promotion
Document Summary
Identify the key decision to be made; and any additional decision(s) required. Analysis use marketing theory; do not summarize or repeat case facts. What is special about this case? e. g. service business, b2b, international marketing, ethical issues. Given and/or your own: quantitative and qualitative analysis and evaluation; Identify decision criteria to evaluate alternatives, assumptions, constraints. Each alternative must be a solution to the problem/opportunity. Must evaluate each alternative marketing strategy consistently (adv/disadv) and using the identified decision criteria. Product classification, lines, mix, and product life cycle. Strategy, objectives, advertising, sales promotion, personal selling, public relations, imc, budgets and rationale.
