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Question 1:
(a) Using an example from the local context, explain how an organisation can counter negative publicity.
(b) Discuss the impact that customer retention has on the profitability of a customer-led organisation.
Question 2:
(a) Define the concept of relationship marketing? (b) Explain the importance of relationship building for sustainability? (c) What are the different stages in effective relationship building?
Question 3:
(a) Explain the differences between transaction marketing and relationship marketing. (b) Explain the concept of market positioning.
Question 4:
(a) Define the concept of Public Relations. (b) What are the different stages in the PR planning and implementation process? (c) Draft a Press Release for a launching of a new product in the market.
Explain the various approaches that are followed by FMCG COMPANIES IN TEST MARKETING
Market targeting: market segmentation reveals the firm's market segment opportunities. The firm now has to evaluate the various segments and decide how many and which ones to targ
Question 1: (a) Critically assess the usefulness of databases for a firm using multi-level direct marketing channels. (b) Describe how a database enables a firm to identi
As discussed in the video lectures for this module, the president plays many different roles: Chief of State; Chief Executive; Chief Diplomat; Commander-in-Chief; Chief Legislator.
Importance of the marketing in a Seller's or Buyer's market : A seller's market is one in which the demand for goods and in the services exceeds to the supply. In such a situati
Problem 1: (a) Define the four most important cost concepts. (b) Describe clearly the statement, ‘Buyer and seller may have different perspectives on what price means'.
This debate requires you to show your understanding of consumer behaviour in designing promotion campaigns - the topic of the week. The case in point is the promotion of socially b
The Intercontinental Hotels Group (IHG) has over 4,000 hotels worldwide. IHG owns Holiday Inn (a medium-price hotel chain), Holiday Inn Express (a budget chain), Candlewood Suites
Parker pens are probably the most extensively chronicled and avidly collected of vintage pens, and it is easy to see why. Few other pen manufacturers have exhibited such consistent
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