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marketing management
Marketing Management 7th Edition Philip Kotler, Kevin Keller - Solutions
How can companies evaluate and select specific foreign markets to enter?
What factors should a company review before deciding to go abroad?
What factors affect the rate of diffusion and consumer adoption of newly launched products and services?
What is the best way to manage the newproduct development process?
What are the main stages in developing new products and services?
What organizational structures and processes do managers use to manage new-product development?
What challenges does a company face in developing new products and services?
How can salespeople improve their selling, negotiating, and relationship-marketing skills?
What decisions do companies face in designing and managing a sales force?
How can companies do effective interactive marketing?
How can companies integrate direct marketing for competitive advantage?
What are important guidelines for mobile marketing?
What are some tips for enjoying positive word of mouth?
How can companies carry out effective social media campaigns?
What are the pros and cons of online marketing?
How can companies exploit the potential of public relations and publicity?
What are the guidelines for effective brandbuilding events and experiences?
How should sales promotion decisions be made?
What steps are required in developing an advertising program?
What is the communications mix and how should it be set?
What are the major steps in developing effective communication?
How does marketing communication work?
What is the role of marketing communication?
What does the future hold for private label brands?
What are the major trends with marketing intermediaries?
What marketing decisions do these marketing intermediaries make?
What major types of marketing intermediaries occupy this sector?
What are the key issues with e-commerce and m-commerce?
How should companies integrate channels and manage channel conflict?
What decisions do companies face in managing their channels?
How should channels be designed?
What work do marketing channels perform?
What is a marketing channel system and value network?
How should a company respond to a competitor’s price change?
When should a company initiate a price change?
How should a company adapt prices to meet varying circumstances and opportunities?
How should a company set prices initially for products or services?
How do consumers process and evaluate prices?
How can goods marketers improve customersupport services?
How can we improve service quality?
How can we achieve excellence in service marketing?
What are the new service realities?
How do we define and classify services, and how do they differ from goods?
How can companies use packaging, labeling, warranties, and guarantees as marketing tools?
How can companies combine products to create strong co-brands or ingredient brands?
How can a company build and manage its product mix and product lines?
Why is product design important and what factors affect a good design?
How can companies differentiate products?
What are the characteristics of products, and how do marketers classify products?
How should marketers adjust their strategies for an economic downturn?
What marketing strategies are appropriate at each stage of the product life cycle?
How can market followers or nichers compete effectively?
How should market challengers attack market leaders?
How can market leaders expand the total market and defend market share?
What are the differences in positioning and branding with a small business?
How are brands successfully differentiated?
How do marketers identify and analyze competition?
How can a firm develop and establish an effective positioning in the market?
What are the important brand architecture decisions in developing a branding strategy?
How is brand equity built, measured, and managed?
What is a brand and how does branding work?
How should a company choose the most attractive target markets?
How should business markets be segmented?
What are the requirements for effective segmentation?
In what ways can a company divide a market into segments?
What are the different levels of market segmentation?
How do institutional buyers and government agencies do their buying?
How can companies build strong relationships with business customers?
How do business buyers make their decisions?
Who participates in the business-to-business buying process?
What buying situations do organizational buyers face?
What is the business market, and how does it differ from the consumer market?
In what ways do consumers stray from a deliberative, rational decision process?
How do consumers make purchasing decisions?
What major psychological processes influence consumer responses to the marketing program?
How do consumer characteristics influence buying behavior?
How can companies both attract and retain customers?
How can companies cultivate strong customer relationships?
What is the lifetime value of customers and how can marketers maximize it?
What are customer value, satisfaction, and loyalty, and how can companies deliver them?
How can companies more accurately measure and forecast demand?
How can marketers assess their return on investment of marketing expenditures?
What are good metrics for measuring marketing productivity?
What constitutes good marketing research?
What are some important macroenvironment developments?
What are the key methods for tracking and identifying opportunities in the macroenvironment?
What is involved in a marketing intelligence system?
What are useful internal records?
What are the components of a modern marketing information system?
What does a marketing plan include?
How is strategic planning carried out at different levels of the organization?
How does marketing affect customer value?
What are the tasks necessary for successful marketing management?
How has marketing management changed?
What are some fundamental marketing concepts?
What is the scope of marketing?
Why is marketing important?
Should all companies have a holistic approach to their business, or do selected companies need to engage in such activities? Why?
What can Timberland do to ensure that its business partners, especially those from poorer countries, are committed to saving the environment?
Why is becoming more green not a business cost but a business investment?
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