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Evaluating Marketing Results
No marketing program is planned and implemented perfectly. Marketing managers will tell you that ...
SWOT Analysis
A situation analysis is often referred to by the acronym SWOT, which stands for strengths, weakne...
BCG Matrix
Purpose When a company has many different products or even many different lines of business, str...
Strategic Opportunity Matrix
The last strategic framework that we will consider is the strategic opportunity matrix (sometimes...
Market Penetration Example
Under Armour Under Armour promotes its products through sponsorship agreements with cele...
Product Development Example
Nissan Motors Product development: create new products that can be sold in existing markets ...
Diversification Example
Disney Diversification: create new opportunities by creating new products that will be introduce...
Customer-Relationship Strategies
A situation analysis can reveal whether a company’s relationship with customers is a strength to ...
Marketing Strategy
Since Southwest Airlines is a familiar example by now, let’s do a more complete review of its str...
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...