Identify one product of interest in the B2C market and one in the B2B market. Research the products online. For each, given what you know about the product and their markets, which forecasting approaches do you believe would be most appropriate for use in developing a marketing plan? Which approaches would be least appropriate? What leads you to make these suggestions?
Answer to relevant QuestionsConsider the various marketing misconceptions introduced in this chapter. a. Pick any two of the misconceptions and develop a specific example of each from your own experience with firms and brands. b. How will it be ...What other industries might be especially prone to entry by a smaller, more nimble, and more socially conscious competition? What are the prospects for a competitor being successful in those industries? How would your view of Internet advertising change if the statistics related to the number of people who “click through” an ad were not accurate? What “dark sides” of big data and business analytics should Target be paying attention to? What might happen to Target if they are insensitive to the potential for such processes to offend some customers? Assume that your school has decided to undertake a complete marketing audit. Review the marketing audit instrument (Exhibit 16.10) and accompanying discussion. a. List as many areas as you can across the entire institution ...
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