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Since , internet e-commerce quickly became the new paradigm for doing business. The savvy managers must take advantage of employing e-commerce to reach the global consumers. Managing the global e-commerce sales and marketing, will be the growth area for the next ten years. Business is the largest division.

Hsu served as the Director of Business Administration Division, from to It covers the real-life applications of concepts learned in basic marketing course. Extensive use of case studies is made to illustrate how marketing programs are planned and executed in both large and small companies. Analytical techniques are stressed to give students the opportunity to identify problems and find solutions.

Course aims to address these issues: 1. This book has thirteen chapters covering: basic marketing four Ps, marketing research, consumer behavior, market segmentation, integrated communication, distribution, personal selling, pricing, marketing services, and global marketing. Four sections of cases, ranged from short one to in-depth. Twenty people enrolled.

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Marketing Management Case Studies With Answers

This course was taught in the Accelerated format Accel Program. The class ran eight Thursday evenings, from to pm. There were two online Blackboard sessions. Therefore, only six classes were done face-to-face in the classroom. Real-life examples were given whenever applicable. Marketing plans for cell phone, real estate, retail operation, and insurance were discussed in details. During each class, one-hour was allocated for team exercise. Blackboard submissions were collected and graded for each student.

The textbook has plenty of materials to cover these assignments. For the final project, two people were assigned in a group. The task was to read the case in this book, and to use online materials to provide additional information. Two people receive the same final paper grade, but different presentation grades.


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They did very good jobs, in presenting their projects, Table 2. Table 3 provides the information sheet for the written paper. DV is a for-profit firm that has significant impact to the University Education community. It trades in the stock market under the stock symbol DV. The Oracle based DV eLearning platform eDV , is a very powerful learning tool for both the instructor and the students. Registered MBA students signed in with the D numbers and passwords. This feature saved much time on the instructor part. Threaded discussion questions were displayed on eDV.

Students answered them in the threaded manner every week, and instructor graded them easily. Midterm exam could be done online if needed. Team or individual project was posted on eDV. The important thing to cover for the instructor is the terminal course objectives TCO. Final exam is conducted on the closed-book and closed-notes basis for the entire period, 3.

MM Sales Management course Sales Management teaches how to design and implement a sales force strategy. Issues such as territory decisions, compensation plans and motivation techniques are discussed. Terminal course objectives TCO are: A.

Case Studies - Marketing Management | Chapter-wise Case Studies | Commerce

Given information about a company's products, target markets, and sales strategy, determine the best organizational structure for its sales force. Given information about a company's products, target markets, and sales strategy, design a system to recruit, select, hire, and assimilate effective salespeople.

Given information about a company's products, target markets, and sales strategy, design a system to train effective salespeople. Given information about a company's sales strategy, design a plan to motivate, monitor, and control the sales force.

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Given information about a company's sales strategy, design a compensation plan for the firm's sales force. Good value strategy 7. Rip of strategy 8. False economy strategy 9. Economy strategy 5. Medium Low Classic nokia The nokia phone model , which was available with vendors during the year , was priced at RS it was with out modern features like camera and MMS.

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Hence, only the premium segment could have afforded the phone. However, with easing of government regulations and increased competition, market dynamics changed, and during , the price of the model took a nosedive and was made available for Rs. Now, the model has been completely phased out.

Only second hand products are available. Here was one product which despite market forces, maintained its price distinction and continued to carry a premium connotation to it. Neo-classic Nokia This model from Nokia was made available in , complete with a colour screen, integrated camera and other contemporary features in the beginning, the product was priced in the range of Rs.

Modern Nokia communicator This is known as the snazziest model ever launched by Nokia in India the Nokia communicator comes with office features and large screen, coupled with increased memory and Bluetooth technology. Available in the market since , it was initially priced at Rs. But can be currently bought for just Rs. At the same time Nokia proliferated the 6. On the flip side, consistent price cuts in rapid succession have the potential of smearing the brand image.

But, in the buoyant telecom sector, where change is the name of the game, the consumer is discerning enough to have a rational out look towards a particular brand and its attributes, irrespective of the pricing strategy. After all skimming or no skimming, customer benefit is almost always guaranteed in a price-sensitive competitive market. Questions: 1. Explain how Nokia used the skimming pricing strategy for its products. Give your comments on the strategy. The market has seen stagnant sales over the last four years and the low entry barriers have led to intense competition between national and local brands.