BU362 Study Guide - Final Guide: Customer Relationship Management, Competitive Advantage, Market Segmentation
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Other: what is special about this case? i. e service business, Listing case facts under analysis is not an analysis ask. Decision criteria: identify decision criteria to evaluate alternatives, assumptions, and constraints. Each alternative must be a solution to the problem/opportunity. Recommend how you will come over any disadvantages identified. Marketing mix: product: product classification, lines, mix & plc. Promotion: strategy, objectives, advertising, promotion, personal selling, pr, imc, budgets & rationale. Expected results: market share, income (operating) statement, timeline. Segmentation: market segment who responds similarly to marketing. Positioning: defining the 4p"s so that customers have a clear understanding of the product compared to competitor. Product: product, service, idea, create products that"s perceived as valuable enough to buy, cost-based: cost + margin = selling price, competitive-based: below/above competitor"s price, value-based: find the perceived value from customers. Place: actual location (retail/wholesale, online, easily accessible by target market. Seniors: before 1946/ 63+, complain, need special attention, travel, $
