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CRM Implementation Scenario AirWays Global, a US commercial airline, is experiencing marketing problems three years after 9/11. While the industry as a whole is on the path to recovery, after three years of uncertainty and decreasing profitability, the airline is still having problems implementing effective customer retention policies. Customer confidence […]

Strategic marketing The final component of the Strategic Marketing Plan is the Marketing Mix. The Marketing Mix is the set of decisions about price, communications and promotion, product policy, channels of distribution, and customer relationship management. Only by addressing these elements can you actually implement your marketing strategy. This week […]

Strategic Plan The board of directors for Riordan Manufacturing has asked your team to create a strategic plan for the organization. Create a strategic plan for Riordan Manufacturing starting from what you learned in Week One and using a similar strategic management process as Concepts in Strategic Management and Business […]

Questions for Discussion 1. Analyze the marketing environment and the forces shaping eBay’s business over the years. 2. How has the change in the nature of eBay sellers affected the creation of value for buyers? 3. Do you agree or disagree with CEO Donahoe that eBay’s current strategy doesn’t mean […]

1. Using the full spectrum of segmentation variables, describe how Starbucks initially segmented and targeted the coffee market. 2. What changed first, the Starbucks customer or the Starbucks experience? Explain your response by discussing principles of market targeting. 3. Is Starbucks’ “value” positioning targeting a new type of customer or […]

Developing a Market Plan A marketing plan assists you to integrate your total marketing effort. It ensures a systematic approach to developing products and services to meet and satisfy your customers’ needs. When you’re writing a marketing plan you need to be clear about your objectives and how you’ll achieve […]