Transcript marketing, 4e 1 - Cengage Learning

CHAPTER 1
Marketing Management Series Event
Purpose
 The Marketing Management Series Event consists
of a 100-question multiple-choice comprehensive
exam and role-plays.
 The role-play portion of the event requires
participants to accomplish a task by translating
what they have learned into effective, efficient, and
spontaneous action.
MARKETING, 4E
© 2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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CHAPTER 1
Marketing Management Series Event
Scenario
 Solid Trust Homes has called upon you to help
stop the unfavorable publicity.
 You must outline a strategy that includes steps to
overcome all of the negative publicity that Solid
Trust Homes has received due to poor
construction and unhappy customers.
 The goal is to create satisfied customers who,
through word-of-mouth, will share positive
comments with prospective customers.
MARKETING, 4E
© 2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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CHAPTER 1
Marketing Management Series Event
Description
 You will have 10 minutes to prepare your strategy
for the role-play and another 10 minutes to explain
it to the judge.
 The judge has 5 minutes to ask questions related
to the presentation.
MARKETING, 4E
© 2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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CHAPTER 1
Marketing Management Series Event
Performance Indicators Evaluated
 Explain the nature of positive customer/client
relations.
 Demonstrate a customer-service mindset.
 Explain management’s role in customer relations.
 Explain warranties and guarantees.
 Evaluate customers’ experiences.
MARKETING, 4E
© 2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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