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Consumer Perception

How could a marketing manager for (a) the Mothers Against Drunk Driving (MADD) anti-drunk driving campaign, (b) a deodorant, or (c) a restaurant chain of sub shops use the information on consumer perception to create a national advertising campaign?

Assessing Marketing Opportunities

Create your own marketing strategy for it. â?¢Define and explain what segmentation is, and discuss different segmentation bases you could use for your product/service. â?¢Based on your segmentation, describe each of the target markets that you would seek to reach. Explain why they will be the most profitable for your pr

Marketing: The final (P) Promotion for Cabela

Submit an analysis for the final P (promotion) for the Cabela's tents and sleeping bags. The analysis should cover all the aspects related to promoting these products, to the customer, as well as to other promotional audiences: What is the communication strategy? What are the communication channels/media? Who represents th

CRM: Consumer Data Collection

CRM: Consumer Data Collection AirWays has recently implemented a CRM system. After getting familiar with the key elements of the CRM technology and determining how the company can best use it to improve its customer retention, I have to make sure I give support of my choices with well-reasoned arguments and external sources.

Design a customer survey to help determine media choices

Part I: Design a customer survey to help determine media choices. Based on the customer target that you analyzed last week, develop a survey of 5â?"7 questions to find out more about this segment. Make sure to include the following in your plans: One question from your survey should ask customers what type of media they

Joanna Capella came to work for Educational Books (a small academic publishing house) in 2000 as an assistant to Arthur Moore, CEO. In 2003, Moore, her mentor, promoted her to vice president in charge of author relations. Her responsibilities included putting scholars under contract to write academic works. From 2003-2005 she failed to sign anyone upper management considered significant. In 2005 she was reassigned to a position as Vice President in Charge of Marketing where her primary duty was to promote the company at book conventions. Upon reassignment, she promptly resigned from the company and brought suit for sexual harassment/constructive discharge. It is undisputed by either side that Moore and Capella had a consensual sexual relationship which ended in late 2002. It is also undisputed that Mr. Moore stated on two occasions to other executives that Ms. Capella â??was a good lay. Ms. Capella was not present for these statements. It is also undisputed that Mr. Jeffrey Marx, also a vice president, stated in 2004 that she 'only had her job because of her personal relationship with the boss'. Sandy Alder, also a vice president is quoted as saying in front of three subordinates with Ms. Capella present that Capella 'slept her way to the middle.' Lastly, one of these three subordinates, Victor Johnson asked her on an occasion in early 2005 if 'I could sleep with you to get a promotion?' He later apologized and said he was joking. Educational Book's Executive Handbook has a strong anti-harassment policy. The handbook also provides for a complaint procedure by filing an official complaint which, at the executive level, is sent to Mr. Moore for investigation and action. Ms. Capella did not ever file such a form. My team represents Capella and will bring suit on her behalf. Outline your arguments citing any articles, or cases. Here are the positive points: She was promoted after 3 years She had a sexual relationship with her boss He told people on two occasions she was a good lay (but she was not there) Marx said she only got her job because of her relationship with the boss Alder said she slept her way to the middle in front of her and three subordinates One of these subordinates, Johnson, asked her if he could sleep with her to get a promotion The Executive Handbook has a strong anti-harassment policy Any complaints would have had to go through Mr. Moore for investigation and action Negative Issues: She was promoted a year after the sexual relationship ended She failed to sign anyone upper management considered significant from 2003-2005 She resigned She had a consensual sexual relationship She was not present when Moore told people she was a "good lay" Johnson later apologized for his comment She never filed any complaints Could this be presented as a Title VII sexual discrimination case? I believe this is something we might look at? On the other hand, maybe it could be a state handbook violation contract case as well.

Joanna Capella came to work for Educational Books (a small academic publishing house) in 2000 as an assistant to Arthur Moore, CEO. In 2003, Moore, her mentor, promoted her to vice president in charge of author relations. Her responsibilities included putting scholars under contract to write academic works. From 2003-2005 she fa

The Skip Pattern Questionnaire and Its Uses

Give a example of a skip pattern on a questionnaire. Why is it important to always follow the skip patterns correctly? What purpose does a scatter diagram serve? What should marketing research do in order to play a more strategic role in the organization?

MBA - Marketing

Some global companies use a standardized advertising message around the globe, changing the copy in minor ways to adjust for language differences. Other companies fully adapt their communications to local markets even the brand name sometimes. Why is it possible to approach markets so differently? Give examples of these two


Marketing has often been defined in terms of satisfying customers' needs and wants. Critics maintain that marketing does much more than satisfying customers' needs and wants; they argue that, in fact, marketing creates needs and wants that did not exist before. According to these critics, marketers encourage consumers to spend m

MKT655 - Research Methods in Marketing for Virginia and Business

Please use template following: Abstract This is a single paragraph, no indentation is required. The next page will be an abstract; "a brief, comprehensive summary of the contents of the article; it allows the readers to survey the contents of an article quickly" (Publication Manual, 2010). The length of this abstract shoul

Marketing Question

Assess how companies can be responsible social marketers. As a result of current environmental issues such as global warming, the general public has become more concerned about environmental issues. How does this affect marketing, and how does this affect consumers? Discuss your own buying habits in relation to socially responsi

Effective Marketing Strategies

In an economy of change, continuous innovation is necessary. Most companies rarely innovate, some innovate occasionally, and a few innovate continuously. Why should a company continuously develop new products?

Invasion of Individual Privacy Through Customer Database

1). Some consumers are becoming concerned that the proliferation of databases is an invasion of an individual's privacy. Do you feel this is a valid concern? 2). How can marketers use databases effectively and at the same time protect the rights of individuals? NOTE: References are MUST to justify your answers and minim

Should Automakers Delete Gasoline Models for Hybrid Models?

I do not agree with this concept. The SUV model has been a "godsend" for working Mothers. The additional "covered" space fills quickly when transporting children to and from sporting events with friends and equipment included or going to the grocery store. A large population of Electric Cars is expected to cause "brownouts" ac

Environmental Factors Marketers Need To Know Outside of US

Which of the following are environmental factors marketers should understand when planning a campaign outside their own country? A) Culture B) Values C) Iconic symbols of the country D) Economic conditions E) Political environment F) Legal and regulatory environment It can be more than one answer. Please help me explain

The purchase decision process

The purchase decision process consists of which of these steps? A) Problem Recognition B) Information Search C) Evaluation of alternatives D) Purchase decision E) Post purchase behavior Can be more than one answer, explain your answer. I don't understand...?

Marketing Psychology

Give an example of how to use marketing psychology in selecting a marketing message for a target buyer group.

Describe the type of media that might be most suitable

Describe the type of media that might be most suitable for promoting: (a) tomato soup, (b) greeting cards, (c) a business component material, and (d) playground equipment. Specify any assumptions necessary to obtain a definite answer.

Internet Marketing for Harley Davidson

Please help answer the following questions. 1. Why is the Internet a particularly good promotion medium for Harley-Davidson? Discuss at least three (3) reasons. 2. What different roles could Harley-Davidson's Web site play for Harley owners, for people shopping for a motorcycle, and for people just interested in motorcycl

Factorial Design Matrix: Case of a Cola beverage product

The purpose of your research is to examine the relative importance of the attributes used in choosing a Cola. Cola: Brand: Coca Cola or Sam's Cola Price if can: $0.25 pr $0.50 Price if 12-pack $2.00 or $4.00 Temperature: cold or room This full factorial can be reduced to four full factorials or to four

Luxury and Marketing

I need some assistance with these three questions: In the U.S., luxury is no longer said to be available only to the wealthy (for example, a person making $30,000.00 U.S. per year could take out a loan and purchase a Mercedes Benz). What kind of effect has the availability of luxury in the U.S. had on society as a whole

Where Does Marketing Not Apply?

Where (i.e. to what aspects of life in general) does Marketing NOT apply? Where it DOES apply, is it always benign or are there potentially dangerous, pernicious, evil or otherwise deleterious effects of marketing on people, communities, nations or society?

Cultural or societal issues for global expansion of bathing suits

Your client, a multichannel direct marketer of expensive bathing suits for women 21-30 years old, has asked you to develop a plan to expand its business globally. Initially they would like to look at three countries with large sea coasts: Brazil, the United Arab Emirates, and Spain. They would like to use direct mail initially.

Four resources in the marketing analysis

I have chosen Verizon Wireless for my selection and the product I will be conducting a market analysis on is the Motorola Droid Bionic. Identify 4 resources that can be used in the marketing analysis and planning process and discuss how the resources can be used.

Marketing strategies: Major store, managed boutiques

My name is ANONYMOUS and I am the latest smash hit exclusive fashion designer from Europe. My designs were considered in Europe this season to be the hottest product, hotter than Versace and Armani combined. I am briefly visiting SINGAPORE to work out, amongst other things, a distribution strategy for entering it. Option 1:

Marketing plan for a soul food restaurant

The company is a soul food restaurant. I need a marketing plan that will: 1 . Discuss the type of product the company will offer and identify its primary characteristics. 2. Discuss the product branding strategy. 3. Discuss how the product fits within a product line and the depth and breadth of the line. 4. Explain ho