Contemporary Marketing (MindTap Course List)
17th Edition
ISBN: 9781305075368
Author: Louis E. Boone, David L. Kurtz
Publisher: Cengage Learning
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Chapter 2, Problem 3CTE
Summary Introduction
To Discuss: The ways travel agencies become vulnerable to substitution and the overall strategy.
Introduction: Marketing strategy is the systematic preparation figured especially to achieve the marketing goals of the business. It gives a proposal to accomplishing these marketing objectives. It is the element of a marketing plan.
Summary Introduction
To Discuss: The ways to reduce the vulnerability.
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Choose one of the following products and describe how itmay (or already has) become vulnerable to substitution. Thendescribe an overall strategy, with two or three tactics, forreducing this vulnerability.a. printed copies of periodicals or booksb. TVsc. greeting cardsd. travel agencies
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This is taken from a study of biscuit manufacture in ten (10) British and eight (8) German firms. The type of biscuits produced varied greatly between the two (2) countries, largely owing to national tastes and demand. In Britain demand concentrated on relatively basic biscuits: either plan or with simple coating of chocolate, cream, or jam. In Germany, there was a much higher demand for decorated and multi-textured products (soft biscuits with jam filling in chocolate cases or layered variegated biscuits). Since this affected the type of biscuits each firm produced, it was difficult to measure and compare output and productivity between the British and German factories. An examination of crude output figures indicated that at the British factories employees were 25 percent more productive than German employees largely because British firms produced large quantities of simple low quality biscuits. However, when productivity…
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Contemporary Marketing (MindTap Course List)
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