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Unformatted text preview: HW: pp. 71, Questions 1, 5, 12 and Case 3-1. 1. How does a firms corporate vision affect its marketing operations? By providing the overall direction of the corporate marketing operations and taking the companies mission statement and its plan to grow, through its own unique marketing strategy. 5. How do business marketing strategies and product marketing strategies differ? A business marketing strategy must be consistent with the general business strategy and the product marketing strategy requires very specific decisions where the target market is defined in detail, the product features and options specific, exact prices established, actual dealers identified and a detailed communications program developed. 12. How can each of the steps in the strategic planning process enhance the development of a strong customer base? All five steps in the strategic planning process enhance the development of a strong customer base because it allows customers to do business with a firm that offers better value, has a stronger brand and creates loyalty, allowing the...
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- Spring '11