Chapter 13, 14

Question 1

Implementing the Marketing Strategy- needs to be dynamic, flexible

Answer 1

• Measure:
  Sales figures, profits, hits on website, ‘market research’ , consumer feedback, focus groups, surveys, use eye-tracking, ‘social networking potential’

Question 2

Marketing Options to implement the Strategy

Answer 2

• use an in house team ( if company has resources ) , use an external company ( expensive) , do it yourself ( limited)
• become part of an organisation or membership that helps promote the brand - Comite Champagne (soft branding)
  -combine knowledge and experience