Chapter 5 – Creating Long-Term Loyalty Relationships
Chapter 6 – Analyzing Consumer Markets
Chapter 7 – Analyzing Business Markets
Study Activities
The publisher has a companion MyMarketingLab website for this textbook that you can purchase access to by clicking HERE. This site contains additional resources to aid in learning the material that you can utilize in your studies and in the completion of the assignments.
Read and Study Chapter 5 – 7
Assignment 4
Case Study:
The case studies are complex situations relating to the marketing management of existing companies. The text simplifies the explanations and examples to enable a learner to grasp the concept. The case studies expose learners to the formats that they might face in their actual experiences. The solution must fit the case and must be vigorously supported. The problem statement, analysis, selected solution, and especially the justification of the selected solution, are all critical elements in the case method. There are no short cuts to case presentations but a formalized methodology that enables the case presenter the optimal way to solve the case problem.
Your assignment is to complete a case analysis using the Graduate Case Study Format found under the Additional Resources section of the syllabus. In your case analysis make sure you fully address the questions at the end of the case. If you have any questions as to how to proceed, ask your faculty mentor.
Case Study: Marketing Excellence: GE at the end of Chapter 7 in your textbook. In addition to answering the case questions, discuss concepts such as consumer research, advertising, and marketing strategy that was utilized to grow the GE brand.
SummaryAdditional information can be found at: www.ge.com
Assignment Outcomes
Demonstrate how strategic planning is carried out at different levels of the organization.
Compare the important decisions in developing a branding strategy
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