What are the similarities and differences between promotional push strategies and promotional pull strategies? What is an example of a situation in which an organization would use a push strategy? What is an example of a situation in which an organization would use a pull strategy?
Florida’s Department of Citrus and a coalition of consumer groups have launched an attack on your company for deceptive marketing because your company markets its SunShine drink as fruit juice even though the drink contains less than 5% fruit juice. Marketing SunShine drink as a fruit juice leads parents to believe that […]
You are the marketing manager for a leading coffee chain. Your company has made the decision to expand internationally, specifically into China. What are some environmental factors that you will need to consider in marketing your coffee in China? Which of one of these factors would have the largest effect on […]
Learning Outcomes Integrated Marketing Communications. Student understands how integrated marketing communications can add value for customers. Marketing communications objectives. Student can develop marketing communications objectives using the AIDA framework. Promotion mix. Student can select the appropriate promotion tool to be used for different marketing communications objectives. Media strategy. Student can design […]
Learning Outcomes B2B marketing. Student can differentiate the differences in marketing strategy between consumer markets and business markets. Segmenting B2B markets. Student can identify the B2B market segments involved in a product or service offering Marketing Information Systems. Student can identify at least three sources of input to a marketing […]