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June 3, 2019
Part 1 – Consumer Behavior: How People Make Buying Decisions Learning Outcomes Model of Consumer Behavior: Environmental factors. Student can use the model of consumer behavior to identify those environmental factors most likely to affect the consumer decision making for a specific product or service. Model of Consumer Behavior: Consumer factors. Student can reference the model of consumer behavior to identify the consumer factors most likely to affect the decision […]
June 3, 2019
The senior management team at Madison Fiber Corporation is considering altering the system by which their salesforce is paid. All the concerned parties (e.g., the salespeople; the sales manager; the VP Marketing etc.) seem to have conflicting views on what the “best” course of action is in terms of any type of change to the salesforce compensation system. Some even suggest doing nothing, leaving the current system – 100% salary, […]
June 3, 2019
TOPIC 1: Mass-Marketed Products If you have a market that is large and homogenous, then you can be a mass marketer. One example might be salt, basically one product for anyone who wants it for the need to season food, which is a universal need. Can you think of another mass-marketed product? What is it and why do you think it is mass marketed? TOPIC 3: Repositioning Mature products sometimes […]
June 3, 2019
Since its debut in 2015, Broadway’s hit musical Hamilton has received critical acclaim and realized unprecedented box office sales. Just a year after opening, shows were sold out through January 2017 and ticket prices had climbed to $500. Such widespread success inspired the play’s management to think about how they could extend Hamilton’s footprint beyond Broadway. Hamilton’s digital team focused on attracting an even wider audience by establishing a presence […]