* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
Download marketing, 4e 1 - Cengage Learning
Customer relationship management wikipedia , lookup
Food marketing wikipedia , lookup
Social media marketing wikipedia , lookup
Yield management wikipedia , lookup
Internal communications wikipedia , lookup
Sales process engineering wikipedia , lookup
Marketing channel wikipedia , lookup
Marketing communications wikipedia , lookup
Target audience wikipedia , lookup
Affiliate marketing wikipedia , lookup
Marketing research wikipedia , lookup
Youth marketing wikipedia , lookup
Sports marketing wikipedia , lookup
Target market wikipedia , lookup
Multi-level marketing wikipedia , lookup
Digital marketing wikipedia , lookup
Viral marketing wikipedia , lookup
Guerrilla marketing wikipedia , lookup
Integrated marketing communications wikipedia , lookup
Advertising campaign wikipedia , lookup
Marketing strategy wikipedia , lookup
Marketing mix modeling wikipedia , lookup
Direct marketing wikipedia , lookup
Green marketing wikipedia , lookup
Marketing plan wikipedia , lookup
Multicultural marketing wikipedia , lookup
Global marketing wikipedia , lookup
Sensory branding wikipedia , lookup
CHAPTER 1 Marketing Management Series Event Purpose The Marketing Management Series Event consists of a 100-question multiple-choice comprehensive exam and role-plays. The role-play portion of the event requires participants to accomplish a task by translating what they have learned into effective, efficient, and spontaneous action. MARKETING, 4E © 2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 1 CHAPTER 1 Marketing Management Series Event Scenario Solid Trust Homes has called upon you to help stop the unfavorable publicity. You must outline a strategy that includes steps to overcome all of the negative publicity that Solid Trust Homes has received due to poor construction and unhappy customers. The goal is to create satisfied customers who, through word-of-mouth, will share positive comments with prospective customers. MARKETING, 4E © 2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 2 CHAPTER 1 Marketing Management Series Event Description You will have 10 minutes to prepare your strategy for the role-play and another 10 minutes to explain it to the judge. The judge has 5 minutes to ask questions related to the presentation. MARKETING, 4E © 2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 3 CHAPTER 1 Marketing Management Series Event Performance Indicators Evaluated Explain the nature of positive customer/client relations. Demonstrate a customer-service mindset. Explain management’s role in customer relations. Explain warranties and guarantees. Evaluate customers’ experiences. MARKETING, 4E © 2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 4