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Product specialization: Here the firm specializes in making a certain product that it sells to several segments. An example would be a microscope manufacturer that sells micr
Idea Screening In the new-product development process, the second step is idea screening which involves screening new manufacture ideas to spot good ideas and discard poor ones
explain consumer mind is a black box
Question 1) Consider marketing in the automobile industry. Either for your car, or for that of someone you know, how did marketing strategy impact the purchase decision? Pleas
hitting competitive brands may leave a negative impression on the customers? Justify your answer.
Role of the salesman: 1. Diagnostic: this involves a salesman probing and finding the cause of a problem. Like an expert doctor, a salesman diagnoses the needs of his
Question : (a) Explian the basic model of consumer decision making. (b) Describe how the use of colour can be a powerful marketing tool. (c) When choosing a loyalty stra
Influence of environment: 1. Opportunity: an event in the environment that may be favourable to a company may be suitably exploited by it for the overall benefit of the
Characteristics of the promotional types: Factor Advertising Publicity Personal selling Sales promotion Audien
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