BU362 Study Guide - Final Guide: Profit Margin, Brand Awareness, Micromarketing
Document Summary
Ca s e f or m a t. Opportunities & threats (2 correct for o, 1 for t) Competitive analysis at least 2 assessed (s/w + strategy) Other: what is special about this case? i. e service business, b2b, international marketing, ethical issues. Decision criteria: identify decision criteria to evaluate alternatives, assumptions, and constraints, explanation. Alternatives (min 1): quantitative and qualitative analysis & evaluation. Each alternative must be a solution to the problem/opportunity. Promotion: strategy, objectives, advertising, promotion, personal selling, pr, I(cid:373)ple(cid:373)e(cid:374)tatio(cid:374) details o(cid:374) a(cid:272)tio(cid:374)a(cid:271)le a(cid:272)ti(cid:448)ities of tp & (cid:1008) p"s. Expected results: market share, income (operating) statement, timeline. E x te r na l f a ctor s a f fecting the 4p"s ( cds te p ) M i s s i on s ta te m e nt. S e g m e nta ti on, ta r g e ti ng , p os i ti oni ng ( ov e r v i e w )
