Professional Documents
Culture Documents
Kotler
Koshy
Keller
Jha
Chapter Questions
Reengineering
Outsourcing
Benchmarking
Supplier partnering
Customer partnering
Merging
Globalizing
Flattening
Focusing
Accelerating
Empowering
22-3
22-4
22-5
22-6
22-7
IBM
McDonalds
3M
UPS
FedEx
Target
Home Depot
General Electric
22-8
Cause-Related Marketing
Marketing that links the firms contributions
to a designated cause to customers
engaging directly or indirectly in
revenue-producing transactions
with the firm.
22-9
22-10
22-11
22-12
22-13
skills
Identification of company level
Implementation skills
Evaluation skills
22-14
22-15
22-16
Marketing Audit
Comprehensive, systematic, independent
periodic examination of a companys
or business units marketing
environment, objectives, strategies, and
activities with a view to determining
problem areas and opportunities,
and recommending
a plan of action to improve
the companys marketing performance.
22-17
22-18