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In the Spotlight
Figure 3.1 Understanding consumer purchasing decisions is important because it allows compani...
Key Terms
BCG matrix Boston Consulting Group’s framework for analyzing an organization’s strategic busin...
References
1. “About Us,” Contact Frito-Lay, PepsiCo, accessed June 5, 2022, https://contact.pepsico.c...
Closing Company Case
Blue Zones When adventurer Dan Buettner set off around the world, riding his bike and visiting...
Marketing Plan Exercise
Complete the following information about the company and products/services you chose to focus on ...
What Do Marketers Do?
Consider the city where you live. Why do you live there? Why have businesses chosen to locate the...
Building Your Personal Brand
There are many brands that recognize the benefits of hiring brand ambassadors. Red Bull is one of...
Critical Thinking Exercises
1. Like Clorox and Zoom, Peloton was poised to the seize market opportunities created by th...
Applied Marketing Knowledge: Discussion Questions
1. Your university annually evaluates the current and possible value of its strategic busin...
Chapter Summary
This chapter explores the topic of marketing strategy in more detail. Strategy starts with unders...
2.5 Ethical Issues in Developing a Marketing Strategy
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Explain the...
2.4 Marketing Plan Progress Using Metrics
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define marke...
2.3 Purpose and Structure of the Marketing Plan
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Explain the...
2.2 The Role of Marketing in the Strategic Planning Process
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Explain the ro...
2.1 Developing a Strategic Plan
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define stra...
In the Spotlight
Figure 2.1 A team of marketing strategists brainstorm to develop a strategic plan. (credit: m...
References
1. Rachel Arthur, “Gatorade, Powerade & BodyArmor: How PepsiCo and Coca-Cola Are Playing in...
Closing Company Case
Batdorf & Bronson Coffee is a global drink loved by so many. From the simple espresso in Italy...
Marketing Plan Exercise
MARKETING PLAN PROJECT—PART I During this course, you will develop a marketing plan as part of a...
What Do Marketers Do?
The American Marketing Association (AMA) has teamed up with the Digital Marketing Institute to of...