Case Study: This is a BLACK and DECKER engaged in the production of many power tools for the individual consumers, workshops and factories, which got a privileged status worldwide in this area. And that have been able to face the increasing shortage of sales at a profitable market sectors in the face of rival company of leading world companies in the same field. One of their production is electric drills (MESKAB). Its price is more than twice the price of competitors. BLACK& DECKER company has adopted five major strategies: Marketing research confirmed that some varieties of electric drills still enjoys a strong image to the users. They choose a number of items and change their color from black to Orange to support the commercial name and install it in the minds of customers as the orange color has many psychological effects. Development of some products to be easier to use than the dealers, the company is the key piece of closure and changed parts are installed to facilitate use and make them more flexible, especially comparative advantage for these products. Review distribution policy, the choice of channels associated with the market environment. Maintain higher price from the nearest competitor by more than 10% where the price of high quality means " Higher Customer Price Denotes Quality". At the level of the promotion, the company has distributed a number of modern fans, building tools, new color (orange) printed with its brand name among all middlemen & distributors

1. How does marketing affect customer value? How do customers' new capabilities affect the way companies conduct their marketing?

2. What major psychological processes influence consumer responses to the marketing program?

3. Define the term Marketing Management'. And Briefly explain the various elements of marketing mix pursued in this case

4. Select the target markets and Select the USP Unique Selling Preposition (Brand Promise) you can rely on to attract customers.

5. Choose ONE of the target markets and write Full segments' description of prospective consumers of these products.

6. IF the company has five competitors in the Saudl market, you can tell them to offer other brands and how? Fighting or segmenting brands or both? Give Examples. Place the appropriate brand name of the product and Slogan Identify the channel of distribution the company would adopt and justify it by giving one reason. And What is the distribution strategy can be use by this company in future ? (direct or indirect) ( intinsive or select

7. Identify the channel of distribution the company would adopt and justify it by giving one reason. And What is the distribution strategy can be use by this company in future ? (direct or indirect) (intinsive or selective HOW they can use electronic marketing ? give 3 of channel functions

8. Identify and explain the integrated marketing communication mix used by this company and put some new tools can company use in future.

9. What is the proper pricing policy can be used? And why? If this company offer new product what pricing strategy can use skimming or Penetration? and why? 10.Do you see the development of a product like this kind of new benefits? Give THREE ways to develop company products by using Product DIfferentiation and Service Differentiation 13. simple ideas to succeed in the market because they rely only on product development. But the other eye on the client... Select THREE major buying motivations of these products.