Different Market Segments
1. What is a marketing plan? Define the sections that make up a marketing plan, and explain how each is used.
2. Define and explain what makes up the four different market segments. How are they used? Why are they important to define?
3. What is the difference between formal and informal surveys?
4.Assume you are in charge of fundraising for an organization on campus-a student club, nonprofit group or any other such organization. It is your job to identify a suitable project and to manage the project’s marketing communications. Identify a fundraising project idea and apply the fundamental decisions reviewed in the previous chapter. In other words, explain how you would position the fundraising project, whom you would target, what objectives, consumer benefits, etc and of course a budget for the efforts.
5.Link to the following presentation: https://prezi.com/w7o9mndlkrwp/curating-customer-i…
Organizations are continually curating customer information. Explain and incorporate the textbook information and presentation steps to solidify the viability of the information age. Provide each step and the importance of the process.
6. Pick a service organization in your community and develop a plan showing how it could improve its service through the use of information technology tools: for its employees, to allow customers more or easier contact with the service organization.
7. What does the following statement mean? “With service, ‘what you get’ is a lot more than ‘what you see.’” What is the relevance of this statement to service marketers?
8.During a recent meeting of the service organization’s top management, a debate arose over a proposal to supplement a service performance. Please summarize the major advantages and disadvantages that should have been brought out in the debate.
9. Pick two competing online service companies such as priceline.com and expedia.com.
Draw blueprints of both service performances.
How are the two competitors differentiated as reflected in your blueprint?
What opportunities might you consider to further differentiate the two services if you were one of them?
What backstage operations must be in place to make your suggested changes work?
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