What are the key strategic issues
Marketing Management 2
Q1. Why is the grey market so attractive to business?
Q2. Identify the influences on the purchasing behavior of the over-50s consumer.
Q3. Discuss the challenges involved in targeting the grey market.Explain how you will methodically go about compiling the requested information covered in the seven questions for management. Include in your explanation an estimate of the expense involved in obtaining the information’s.Develop a 10-question questionnaire for the purpose of making a survey.This case was written by Jens-Mogens Holm, professor for marketing at European school of business, Reutlingen University and president of Europaische Fernhochschule Hamburg. The material was drawn from publicly available sources. The case study, however, is completely fictitious.
a) Describe the consumer behavior differences among laundry products’ customers in Brazil. What market segments exist?
b) Should Unilever bring out a new brand or use one of its existing brands to target the north eastern Brazilian market?
c) How should the brand be positioned in the marketplace and within the Unilever family of brands?
Q4. What marketing mix should be employed to build the brand in the market?
Q5. a) Discuss the factors affecting the consumer buying behavior in Indian context. Or
b) Explain CRM with suitable examples. Why is it important in modern day business context? Discuss.
Q6. a) What are the key strategic issues faced by traditional “bricks-and mortar” retailer such as Wal-Mart, Big Bazaar and Reliance fresh when they go online to sell products? Discuss in detail. Or
(b) Explain Marketing research process in detail with suitable examples.
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