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Marketing Plan, Part I
Student Instructions Complete the following information about the organization and products and/...
Video: Consumer Attitudes
Putting Consumer Attitudes and Beliefs to the Test Just how powerful are consumer attitudes and ...
Market Development Example
Poached Jobs Market development: use existing products to capture new markets Together, the hos...
Harley Davidson Customer Relationships
Once a company understands its buyer personas, how can it match those to real people who will buy...
Video: Complexities of a B2B Solution Sale
With the rise in mobile communications, Air Canada found itself in a situation where its technolo...
Marketing in Action
Marketing is all around you. Enter a store, walk down the street, visit the Internet, or glance t...
Marketing and Customer Relationships
Customer Relationship Management: A Strategic Imperative We have stated that the central purpose...
How Organizations Use Marketing
Although we often think of marketing in the context of for-profit businesses and product sales, a...
The Value of Marketing
Marketing can mobilize attitudes and behavior around a common vision. It is a powerful medium for...
Defining Ethics
Ethics is the set of moral principles or values that guides behavior. There is a general recognit...
Common Ethical Issues in Marketing
Let’s start by taking at look at a hypothetical business situation: EXAMPLES You’re a...
Corporate Social Responsibility
So far we have focused on ethical dilemmas in terms of risk. If a company acts unethically, it ri...
Why It Matters: Marketing Information and Research
Why use marketing information and research to develop marketing strategies for organizations? ...
Ethics and Social Responsibility
Why learn about ethics and social responsibility? Generally speaking, students believe that ther...
The Mission Statement
A Mission Statement Explains Why an Organization Exists The mission statement guides the corpo...
Strategy and Objectives
The Need for Objectives As we discussed before, a business strategy must take into account the c...
Strategy and Tactics
Definitions A strategy is a directed course of action to achieve an intended set of goals.[1] ...
What Is Strategy?
A strategy is a directed course of action to achieve an intended set of goals.[1] A tactic i...
Marketing Strategy
Why explain how a marketing strategy supports an organization’s corporate strategy? In this mo...
Marketing Defined
What Is Marketing? Marketing is a set of activities related to creating, communicating, delive...