Buad 332 exam 4 Study guides, Class notes & Summaries

Kola, a leading soft drink manufacturer, has recently forayed into the Middle East markets. Based on its research that Middle East consumers prefer sweeter drinks, it is manufacturing soft drinks with extra sugar to meet local requirements. Kola is using the___ strategy to market its product A. communication adaptation B. product pioneering C. product adaptation D. product invention E. straight product extension - Answer c. product adaptation which of the following is most likely true a...

Direct Marketing - Answer Connecting directly with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships New Direct-Marketing Model - Answer 1. Direct marketing has undergone a dramatic transformation. 2. Most firms use direct marketing as a supplemental channel or medium. 3. For many companies, direct marketing constitutes a new and complete model for doing business. 4. Some firms employ the direct model as their ONLY ap...

Forecast - Answer an educated guess or prediction of what might happen in the future you can count on it being wrong! S&OP - Answer Sales and Operations Planning - goal is to balance supply and demand Capacity Forecast - Answer What are we capable of producing? A GUESS - RISK! Demand Forecast - Answer A projection into the future of expected demand, given a stated set of assumptions RISK! Demand - Answer what customers would buy if they could - UNCONSTRAINED DEMAND AKA Not constrained b...

Forecast - Answer an educated guess or prediction of what might happen in the future you can count on it being wrong! S&OP - Answer Sales and Operations Planning - goal is to balance supply and demand Capacity Forecast - Answer What are we capable of producing? A GUESS - RISK! Demand Forecast - Answer A projection into the future of expected demand, given a stated set of assumptions RISK! Demand - Answer what customers would buy if they could - UNCONSTRAINED DEMAND AKA Not constrained b...

What is included in a broad definition of marketing? - Answer- Creating customer value, building customer relationships, and engaging customers The first step of the marketing process is to - Answer- understand the marketplace, which includes customer needs and wants. Marketing is the process by which companies ________ and build strong customer relationships in order to ________ - Answer- create value for customers; capture value from customers in return The marketing process involves ...