List the five guidelines for improving the odds for marketing success in a slow-growth economy
What will be an ideal response?
Student answers will vary.
1. Explore the upside of increasing investment: General Mills increasing marketing expenditures during the recession paid off.
2. Get closer to customers: examples exist on social media.
3. Review budget allocations (be results-oriented).
4. Put forth the most compelling value proposition.
5. Fine-tune brand and product offerings.
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The letter of transmittal should
A) discuss how information in the report was gathered. B) be different for every person receiving the report. C) minimize controversial issues in the report. D) introduce the report to the audience. E) do nothing more than thank readers for their interest in your report.
Which of the following statements is true about a monetize-cash-flow defensive strategy?
A) It operates with minimal marketing resources. B) It is used when an optimize position strategy is viable. C) It allows a business to exit a market quickly. D) It is used by a business to exit the market slowly. E) It aims to extract the maximum long-run cash flow from the market.