Assume for a moment that you are in marketing for Staples (the office supply company) and that the clients you are responsible for are business users (not end-user consumers). What five business market segmentation variables do think will be most useful to consider as you move toward honing in on the Staples’ business target markets with the best ROI? Justify your choice of each.
Answer to relevant QuestionsConsider each of the brands below. Review the list of potential sources of differential competitive advantage (differentiation) highlighted in the chapter. For each: (a) indicate which one differentiation source you ...With 19 different lodging or extended stay brands under the Marriott corporate umbrella, is Marriott at risk of making any positioning errors discussed in the chapter? That is, do they have too many choices? Justify your ...You are the marketing manager for Coke products in the United States. Describe the product line for Coke branded products and briefly describe how each product differs from the other products in the Coke brand product line. You are the product manager for Ralph Lauren’s Polo shirts. What specific information are you trying to convey in the brand’s iconic polo pony logo? For example, what does the Polo brand say about quality, features, ...Marketing managers must be cognizant of the unique characteristics of services: intangibility, inseparability, variability, and perishability. a. How does each of these characteristics potentially impact the development ...
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