I been trying to get a handle on the proposed marketing budgets for next year and need some more information to betterevaluate our plans. I'm especially interested in the Performance segment and how our Awe product stacks up to thecompetition. Our data show awareness for Awe is 77.3%.Based on our analysis of this segment, estimates show diminishing returns on promotion spending. More specifically, thefirst one million dollars we spend typically generates a 24% increase in awareness, the second million adds 15% more, andthe third million a 5% increase. We also know that one-third of Awe's existing level of awareness is lost each year.Due to changes in our strategic focus, we plan to shift attention and budget resources for product promotion. This meansthat next year the promotion budget for Awe will be reduced to one million dollars. Can you estimate the awareness level wecan expect for Awe given this anticipated change in spending?Linda LopezBoard Member, Marketing | Andrews Corporation75.5%77.3%49.8%95.9%Respond

Linda Lopez, a board member in the Marketing department at Andrews Corporation, is tasked with…

Answered: I been trying to get a handle on the…

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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Develop a response using the following to guide you: Identify a product/service of your choice. Provide the description of your product (at least 250 words) and market (at least 250 words). Identify your segment, target market, and positioning strategy (at least 250 words). Develop a SWOT analysis with at least four points for each dimension. Develop a PESTLE analysis with at least four points for each dimension.
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