Marketing Case Studies

1084 WordsNov 30, 20125 Pages
Text: Marketing Managment Chapter 4: Conducting Marketing Research Topic: Market Research; Measuring Market Productivity; Return on Investment Learning Objectives: 1. What constitutes good marketing research? 2. What are the best metrics for measuring marketing productivity? 3. How can marketers assess their return on investment of marketing expenditures? Video Title: Dunkin’ Donuts Link: http://windowsmedia.pearsoncmg.com/ph/bp/bp_video_library/dunkin.wvx Synopsis This video describes a historical overview that illustrates the growth and success at Dunkin’ Donuts. The company conducts extensive research to evaluate the freshness and quality of the products. It offers competitive products to meet consumer demands.…show more content…
a. Rider b. Web site c. Social media groups d. None of the above 2. Why does Harley Davidson use assessable dealerships to market a diversified group of products and services? e. To build strong long-term relationships f. A consumer trap to generate profits g. To reduce time traveled between dealerships h. All of the above 3. Which of the following benefit is not one of the components of the total customer perceived benefit of the customer perceived value at Harley Davidson? i. Image benefit j. Product benefit k. Services benefit l. Psychological cost 4. Which of the following is not a benefit to the Harley David consumer? m. Accessible dealerships n. Diversified products o. Diversified services p. No brand image 5. Why are the development of additional dealerships and products important at Harley Davidson? q. Harley Davidson has no interest in growth r. They enhance future growth and profitability s. Harley Davidson is only interested in additional products and services t. None of the above Text: Marketing Management Chapter 13: Designing and Managing Services Topic: Service Classification; Services Marketing; Service Improvement Strategies Learning Objectives: 1. How do we define and classify services, and how do they differ from goods? 2. What are the new services realities? 3. How

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