What are the purposes of (a) the situation analysis, (b) the marketing plan, and (c) the advertising plan?
What will be an ideal response?
The purpose of the situation analysis is to understand the marketing problem. The purpose of the marketing plan is to plan activities that will solve one or more of the marketing problems. The purpose of the advertising plan is to determine what to communicate through ads.
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Why does Xerox Corporation take out full-page ads in national publications stressing that it is improper to use the word Xeroxing when referring to making a photocopy?
What will be an ideal response?
Josh travels often on business trips. He usually uses the services of the Sunshine Cab Company to take him to the airport and pick him up from the airport
Though the fares are usually higher than those of other private taxi companies, he prefers to use Sunshine cabs because they're always on time and have well-maintained cabs. Which determinant of service quality does this demonstrate?
The total amount of cash that the employer contributes to the firm's pension plan over time is the total amount of pension expense that the employer must recognize in measuring net income
Indicate whether the statement is true or false
Which of the following statements regarding "quality" is true?
A) Over the past 20 years or so, the demand by customers for quality products and services at an affordable price has drastically changed the way companies do business. B) Improving quality increases sales through higher customer satisfaction and demand, reduces costs, and increases the long-term profitability of companies. C) Companies have focused on improving the quality of the products or the services they sell through a variety of initiatives, such as total quality management (TQM), market-driven quality, and strategic quality management. D) All of these are true.