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Marketing Paper
Review the following case studies and answer the questions.
Proctor and Gamble Case Study (Chapter 6)
Compare and contrast the nature of the business market structure and demand relative to consumer market structure and demand for a specific P&G product
For the same product, discuss the differences in the types of decisions and the decision process for business and consumer markets.
Why have P&G’s competitors not been able to duplicate its customer relationship strategy?
Will P&G’s divestment of 100 brands pay off? Why or why not?
Virgin America Case Study (Chapter 7)
Using the full spectrum of segmentation variables, describe how Virgin America segments and targets the market for airline services.
Which market targeting strategy is Virgin America following? Justify your answer.
Write a positioning statement for Virgin America
What are the potential issues for Virgin America following the Alaska Airlines acquisition? Will Virgin America continue to appeal to the same types of customers? Why or why not?
Assignment Requirements:
Use the APA Format for citations and references.
4-5 Pages in length (excluding cover page, abstract, and reference list)
Incorporate concepts, theories, and terms from the text and supplemental material.
Support your ideas, with those of other authors and give examples.
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