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QUESTION
a) "Increasingly, companies are using direct marketing to reach carefully targeted customers more efficiently and to build stronger, more personal, one-to-one relationships with them. Advances in information technology and new digital media are transforming the way direct marketing is performed by companies today". In this context, discuss the role of direct marketing as an IMC element.
b) Using appropriate examples explain the concept of ‘Societal Marketing'.
c) You are a marketing manager for a firm about to launch a new brand of mp3 player. This is the first time that an mp3 player will be promoted - there are no direct competitors. However there are firms selling CD players. Identify the elements of the promotion mix you will use at launch and explain how you will use them
d) Describe the commonly used methods of setting the promotion budget.
Question: a) What is loyalty in a service context and how can firms benefit from a price premium with loyal customers? b) Describe total relationship marketing. How would y
(a) How can a firm's security policies contribute and relate to the six main business objectives? Give examples. (b) Define and discuss the use of cross-functional business pr
How should price be set on a product or service for the first time?
Markets The concepts of relationships and exchange lead to the concept of a market. A market is the set of real and potential purchaser of a product. 1). originally a "mark
the cost of renting a canoe is $20 dollars for the first 4 hours and $3 per hour for additional hours. Sketch a graph of the cost of renting a canoe from 0 to 8 hours. Then write a
The responsibility of manufacturing to provide safe products is clear product liability refers to the legal obligation of a manufacturing or seller to compensate for injury or dama
Question: (a) List and discuss with examples the four factors that influence consumer purchase decision. (b) To what extent ‘branding' is important for a product and ho
Explain about the Middlemen Consideration If right kind of middlemen having necessary experience, contacts, financial strength and integrity are available, their use is pref
Advantages of the advertising: 1. It increases the sales volume: advertising increases the sales volume of the product. Hence mass production is possible. This leads, to
Read the journal article Lafferty, B. A., & Hult, G. T. M. (2001) ‘A synthesis of contemporary market orientation perspectives’, European Journal of Marketing, 35 (1/2), pp. 92–109
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