CONNECT FOR MARKETING 180DAY
6th Edition
ISBN: 9781260537307
Author: Grewal
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Chapter 18, Problem 7MA
Summary Introduction
To discuss: Whether the manager statement to increase the budget by 2% will lead to an increase in market share by 2% is considered to be strategic or not.
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Students have asked these similar questions
You have decided to open a retail brick and mortar shoe store that caters to the higher income marketin your country. However, a fundamental part of this initiative includes the e-marketing of the shoeproducts. Let’s start the planning process.1. State the name of the organisation, the number of employees with job descriptions, where itwill be located and why, and brief information about the shoes that will be sold.2. Discuss why you are considering using e-marketing. What benefits can e-marketing bring?3. Discuss the online STP process and explain why this stage is important.4. You have decided to use the following e-marketing strategies (content marketing, emailmarketing, mobile marketing, online advertising and social media engagement).o Describe each e-marketing strategy and justify their use.o Identify the metrics that you would use to determine their effectiveness and why?5. Explain how and why you would manage ethical and legal issues in the digital environment?
Suppose you were CEO of a firm that lost $50 million, but you were given a bonus of $10 million. You were vilified in the media and brought before a Congressional committee that accused you of financial outrage. However, you pointed out that the most optimistic forecast for your firm had been that it would lose over $6 billion. There was no significant change in markets, the economy, or anything else during the year other than the new strategy that you implemented—a strategy that reduced losses by $5,950,000,000 to only $50,000,000, and thus you felt that you were actually underpaid. But the politicians felt that it still looked bad and that if you had been socially responsible, you would have refused the bonus.
How do you respond?
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Month Sales
January $250,000
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April $350,000
May $450,000
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2. Using a three-month moving average, what are the expected sales for June?
Chapter 18 Solutions
CONNECT FOR MARKETING 180DAY
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