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Strategic Marketing Planning Why is it important for a company to have a well written mission statement? What key points do you think need to be included in the mission statement? Should a mission statement also be a marketing tool?

Consumer Buying Behavior What are some of the factors that influence consumers’ buying behavior? Have the purchasing habits of your parents and/or grandparents influenced your buying behavior? If you were to open your refrigerator and cupboards and compare the contents with those of your parents, would you find some brands […]

Target Market Selection What are some of the challenges faced by marketers as they attempt to define their target markets? How necessary is it to fine-tune your Marketing Plan so that your target market is clearly defined and measurable? Why is extensive research necessary? 

Week 3 DQ 1 Branding Procter & Gamble (P&G) perhaps epitomizes the ability to create highly successful brands and marketing efforts. Read the Breakthrough Marketing case study about Procter & Gamble on page 239 in chapter 9 of your e-text. Given our study through the first three weeks, to what […]

Week 3 DQ 2 Competitive Strategies When developing a marketing plan, you can’t stop with just identifying your competitors. You also need to clarify your position in the market compared to those competitors and outline an appropriate strategy for dealing with them. Consider Coca-Cola and PepsiCo, two successful companies that […]

Week 4 DQ 1 Pricing Strategies As part of the Marketing Mix, PRICE, P, is important to the marketer. Yet when we look at price, it is more than just a dollar figure. What does price represent to the consumer? What does price represent to the marketer? Week 4 DQ […]