If You're so Brillant... How Come Your Marketing Plans by McDonald M.

By McDonald M.

Exceptional humans like to be challenged. that is why you are drawn to this ebook. yet at the back of all that brilliance, there is something bothering you. Your advertising and marketing plans glance solid yet will not be particularly hitting the spot. they appear to fall in need of their objectives...

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Here are two sets of ‘snapshots’ taken of four companies over a three-year period. Which one looks to have the most successful future? 5 15 19 18 9 14 19 20 3 years ago Sales revenue (£m) Today Sales revenue (£M) Market growth % Market share % 6. In identifying what makes a key account customer should you consider: a) The people at each customer account and their relationship with you. b) A range of factors which would make a customer attractive to your company. c) The price you can get for your products.

1) and then draw a horizontal dotted line across the matrix. 1 and enter this on the horizontal axis of the matrix. Draw a vertical dotted line up from this point. Where the two dotted lines meet is where you position your company on the survival matrix. 2 Positioning on the survival matrix Questions What are the implications for your company? What actions might be required if improvements are needed? Understanding marketing planning í 19 QUESTIONS AND ANSWERS Questions 1. In which century could it be said that the marketing concept was first advocated in a reasoned manner?

2. Which of the following is NOT a marketing objective? a) To sell N products to segment A. b) To generate £Y from segment B. c) To increase market share of product X in segment C. d) To increase prices by 10 per cent. 3. The objective-setting process of a company ought to be primarily based on: a) Previous sales records. b) Its markets. c) Maximizing profits. d) Its productive resources. 4. A mission statement is intended to: a) Make all employees feel good about the business. b) Describe in detail the core strengths of the company.

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