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    You are a marketing manager interviewing for a new job at several different firms simultaneously. You expect to be asked the same questions in each interview dealing with what you think are some good new marketing opportunities for each firm to pursue. You know that being well prepared for an interview gives you a better chance of being offered the job, so you decided to study each company where you are interviewing.
    Pick any 3 firms to research. Based on Internet research on these companies, write a 500ââ?¬"750-word paper proposing at least 3 marketing opportunities that you would strongly suggest that each firm pursue. In your arguments, include the following:
    ââ?¬¢ Describe your reasoning for identifying them as worthy of pursuing.
    ââ?¬¢ Categorize each marketing opportunity as low-hanging fruit, home runs, or singles, and discuss why (see definitions in course materials).
    ââ?¬¢ Discuss the risk in pursuing each opportunity.
    ââ?¬¢ Without actually trying to determine each project's ROE, which would you most strongly recommend implementing, and why?
    ââ?¬¢ Explain how the marketing opportunity would reflect upon the firm. Would it have a positive or negative public relations effect on the firm? Would it result in great financial improvements, or only a minor improvement?

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    Solution Preview

    The three companies identified are Ford Motor Company, Johnson & Johnson, and Visa. The three products for Ford Motor Company are solar powered cars, dim-ethyl ether fuel cars, or ammonia fueled vehicles. The three products for Johnson & Johnson are anti-depressant drugs, new antibiotics, and anti-HIV medicines. The three products for Visa are virtual payment systems for individuals and businesses, providing credit to certain customers, and underwriting of shares.
    a. Describe your reasoning for identifying them as worthy of pursuing.
    The reason for identifying the three types of cars for Ford is that these are the cars of the future and will help improve the profitability of Ford Motor Company. The reason for identifying the three medicines for Johnson & Johnson is that there is high demand for each of these products and will help increase the profitability of Johnson & Johnson. For instance, anti-depressant drugs have the highest demand in the medicine market. The reason for identifying the three products for Visa is that these three products will help capitalize on the good name and ...

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