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Adaptation and standardisation of marketing mix, CBBE Model, Integrated communication mix and method

  1. To what extent should the different elements of the marketing mix be standardised or adapted for your chosen country. Give a full justification for your ideas
  2. Applying the Customer Based Brand Equity model, critically analyse how your client could build and manage a strong brand in this new market
  3. Applying the concept of integrated marketing communications (IMC) critically evaluate three effective marketing communication methods your client could incorporate within this market.
  4. Critically assess how your client could measure its marketing success in this market and how it could improve in the future

Marketing Mix Adaptation and Standardisation

Explain the general terms of adaptation and standardisation of the marketing mix with examples. Then demonstrate by way of critical analysis whether there is a need for your client to adapt its marketing mix according to customer specifications within different segments of the market or there is a need to offer standardised marketing mix across the different segments within the same market

Explain how your client could build a strong brand by focussing on all the different components of the CBBE Model covering all of the following:

1. Who are you? Brand Salience (Identity)

2. What are you? Brand Performance and Brand Imagery (Meaning)

3. What about you? Consumer reactions (Responses)

4. What about you and me? Consumer Brand Resonance (Relationships)

Explain the meaning of IMC and its importance in the launch of the new product. Choose any three marketing communication methods that could be construed as most effective in reaching its target customers

Explain some of the ways of measuring success eg. Sales targets, Market share, profitability, Returns on Investment etc. as well as ways it could improve in the future

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