Professional Documents
Culture Documents
philip kotler
analysed by jagadish
Q) how can company spot and chose the right market segments ?
Ans) the company can chose the right market segments based upon
Ans) when customers buy products based on price , it should be responded through
Q) how can company compete against lower cost, lower price competitors ?
Ans) a company can compete against lower cost or lower price competitors by
Ans) customizing offering for each customer should not be done because
a) mergers, acquisitions
b) franchises
c) setting up company outlets
d) setting up company websites
e) creating quality company brand
f) good relationship with supply chain management
g) stakeholders being satisfied through ERP sales report
a) company outlets in towns (how many towns , cities are their in a country)
b) video conferencing with stakeholders
c) google chat with key partners
d) ERP in retail organised sector industry wise
focus groups are defined as groups that have similar taste buds
these focus groups can be known through census (house rent determines salary earned)
data through ERP from organised retail stores--debit card purchases over a period of one
month
a) checking out the repeat purchasers through ERP in organised retail store
b) checking out who are the customers who go for repeated CSOP (customer stock option
plan)
c) customers in B2B who insist on quality and service rather than quantity sales
d) customers who purchase under combos
Q) how can company measure the payback from advertising, sales promotion, and public
relations ?
Ans) the company can measure payback from advertising, sales promotion and public
relations
this means these are communication channels now how to measure communication
channels
2) goodwill calculation
goodwill percentage =
total cash increase or decrease in comparison to previous quarterly in previous year
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by share price increase or decrease compared to previous quarterly in previous year
individual amounts
Ans) companies can improve sales force productivitiy through ways like
Q) how can we establish multiple channels and yet manage channel conflict ?
Q) how can we get the other company departments to be more customer oriented ?
Ans) one can get other company departments to be more customer oriented by following
These steps should be seen taken by other departments
step 1
step 2
step 3
what are the limitations of marketing department where other departments can become an
asset to marketing department of the company
step 4
prepare a daily report of the marketing wing and contribution of the specific department
in connnection to marketing wing
step 5
hand it over the report to marketing department at the end of the day for scrutiny and
make them aware of the help they other than marketing department is giving to them.