Strategy Implementation: Mkt, F/Acc, R&D, MIS

Question 1

The 7 New Principles of Marketing

Answer 1

1. Do not just talk at consumers- work with them throughout the marketing process
2. Give consumers a reason to participate
3. Listen to- and join the conversation outside your company’s website.
4. Resist the temptation to sell sell sell; instead attract attract attract.
5. Do not control online convos- let it flow freely.
6. Find a marketing technologist, a person who has excellent skill sets (mkt, tech, social interaction).
7. Embrace IM & chatting.

Question 2

How much of all Internet traffic is fake?

Answer 2

36%

Question 3

% Increase of digital ad spending on social media and mobile devices in 2014

Answer 3

Nearly 17%

Question 4

Why market segmentation is important

Answer 4

1. to implement mkt penetration, dev, proddev, and diversification successfully
2. allows a firm to operate w limited resources
3. directly affects marketing mix variables (4 P’s)

Question 5

“You’re dead in the water if you’re not segmenting the market”

Answer 5

Anne Moore

Question 6

3 Tags for market segmentation

Answer 6

1- Is this customer at high risk of cancelling the company’s service?
2- Is this customer worth retaining?
3- What retention tactics should be used to retain this customer?

Question 7

5 Steps to Product Positioning/ Perceptual Mapping

Answer 7

1. Select key criteria that effectively differentiate prods/services in the industry
2. Diagram a two-dim product positioning map w specified criteria on each axis
3. Plot competitors in the quadrants
4. Identify spaces/areas where compnay can be most competitive in; look for soaces/niches
5. Develop a marketing plan to position the company’s prod/servs appropriately.

Question 8

2 criteria for an effective product positioning strategy

Answer 8

1. uniquely distinguished a company from the competition

2. leads customers to expect slightly less service than a company can deliver

Question 9

Limitations to EPS/EBIT Analysis

Answer 9

Flexibility
Control
Timing
Extent leveraged
Continuity
EBIT ranges
Dividends

Question 10

“Writing down goodwill is an admission that the company screwed up when it budgeted what an acquired firm is worth.”

Answer 10

Jack Ciesielski

Question 11

When purchase price is less than stock price times number of shares outstanding

Answer 11

Discount

Question 12

4 Corporate Valuation Methods

Answer 12

1. Net Worth Model
2. Net Income Method
3. Price-Earnings Ratio Method
4. Outstanding Shares Method