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Marketing concepts and marketing managers.

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I would like to get a article to support each of the marketing concept:
1.Product profitablility models
2.Strategies to engage shareholders in new product development
3.Evaluate marketing mix alternatives
4.Internal/External risks associated wiht new product development.

Provide a brief explanation of why each article was chosen and what specific advice it offers to the Marketing Managers. Can you do this separately for each article as well as provide the full reference for the article thanks.

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Solution Summary

This assignment discusses the following marketing concepts:
1.Product profitablility models
2.Strategies to engage shareholders in new product development
3.Evaluate marketing mix alternatives
4.Internal/External risks associated wiht new product development.

Solution Preview

1.Product profitability models
Insurance: A blueprint for managing product profitability
http://www.cognos.com/newsletter/finance/st_070418_03.html
This article is a mini case study on State Farm Insurance and the product profitability model that they created.
It provides pre-configured planning, policy, and process models, allowing insurers to analyze and report on business segments and plan initiatives to improve product profitability.
It allows executives, product managers, and analysts to evaluate changing market conditions and the state of the business. They're able to consider multiple scenarios on a timely basis, taking into account impact on the overall business.

2.Strategies to engage shareholders in new product development
Shareholder Activism and the Role of Marketing:
A Framework for Analyzing and Managing
Investor Relations
http://arno.unimaas.nl/show.cgi?fid=11200

(Excerpt from article)
Commitment is important to build long-term relationships ...

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