Strategic Marketing: Adaptation, Standardization, and Measurement
VerifiedAdded on 2023/06/15
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This report provides an overview of strategic marketing, focusing on the adaptation and standardization of the marketing mix, particularly in the context of Ashanti Marketing Solutions (AMS), a UK-based service industry company. It delves into the importance of balancing standardization and adaptation when entering new markets, considering factors like product, price, place, and promotion. The report also examines the Customer-Based Brand Equity (CBBE) model, highlighting brand identity, meaning, response, and resonance. Furthermore, it discusses integrated communication mix and methods, including advertising, events, public relations, and publicity, and their role in designing effective marketing campaigns. Finally, the report touches on measuring success through sales targets and market share, concluding with a summary of key findings and recommendations for AMS as it considers expanding into the German market. Desklib offers a variety of resources, including similar past papers and solved assignments, to aid students in their studies.
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