Assignment Details

This assignment builds upon your work in Units $1,2,$ and

$3.$

The board of directors for Exxon Mobil and chief marketing officer $($CMO$)$ are sitting in on the weekly meeting you have with your team. You have decided to make a five$-$page informational brochure for the team to follow along as you discuss the basic microeconomic theory for Exxon Mobil and its devotion to the relationship between price and demand and value$-$based pricing, including the concepts of value$-$in$-$use and value$-$in$-$exchange, which is increasingly popular. You are also discussing the many touchpoints a consumer requires before they are converted into a customer of Exxon Mobil.

Your $5-$page informational brochure will include the

following:

Role of pricing decisions on the overall company

and marketing strategies of Exxon Mobil.

Value$-$based pricing $($value$-$in$-$use and value$-$in

exchange$)$

Price skimming and penetration

Management of international distribution

channels and logistics

Mass customization

Five aspects of communication

Social media mix

Viral marketing as a viable marketing tactic that

can deliver positive return on investment $($ROI$)$