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Tag Archive 'marketing'

It seems that, generally speaking, the product comes first. The idea for the product may come from some need perceived by a marketer, but the product is still developed before the marketing. Once the product is done, the marketing job begins. As the marketing plan is developed for each market, the product may need to be tweaked to fit each market. For example, the product may need to be more durable in one market, but remove an ingredient in another.

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Burroughs Wellcome has developed a drug that is effective in the treatment of acquired immune deficiency syndrome (AIDS). Although the drug has been successful, Burroughs Wellcome is now under pressure to reduce its price. The problem facing Burroughs Wellcome is what should be Burroughs Wellcome’s pricing strategy as a result of increasing pressure from various public and private constituencies for a price reduction?

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Due to changes in the floorcoverings industry, Crafton Industries is exploring the possibility of developing their own direct distribution channel. Crafton is faced with the following problem: Should Crafton Industries modify its distribution channel in light of intensifying price competition and increasingly costly demands from its current wholesalers?

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Case Report for Haverwood Furniture

Haverwood Furniture is examining its marketing budget for the year 2008. There are competing requests for a limited amount of promotion dollars. After hearing both requests and arguments, Haverwood is faced with the following problem: What should be Haverwood’s marketing communications (promotion) program and budget for 2008 in order to achieve its communication objectives?

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Food brokers in the Boston area have approached Breeder’s Own Pet Food with the opportunity to begin selling Breeder’s Mix dog food in supermarkets. They have enlisted the services of a marketing agency to assist them in evaluating the potential of the endeavor. After receiving the marketing agency’s proposal, Breeder’s Own is faced with the following problem: Should Breeder’s Own Pet Food accept or reject the Marketing Momentum Unlimited proposal as written?

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