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QUESTION.

Marketing Audit

Think of a transaction from any time that you can vividly recall and comment upon in the detail necessary to complete the assignment.

Using this experience as your reference, evaluate and discuss the experience in the following categories.

Be careful to support OPINION with a SOURCE where appropriate! For example, According to Kotler, As was discussed in Session __ of the class., or noting the book or case study (Soft Selling in a Hard World)

Please be sure to list and address each question!

1. What factors contributed to the FIRST impression(s) you had of the organization? How does that relate to marketing?
2. Did this impression change for better or worse at any time? If so, how did that impact your OVERALL impression? What does that tell us? (Hint: This is where holistic marketing and branding come in!)
3. Was their value proposition made clear or communicated in any way? Please elaborate.
4. How well would you say the employees of the organization understood that YOU are their chief priority? In other words, did the organization practice the marketing concept?
5. Did you feel like you were participating in an Experience or just buying a product? Why do you say that?
6. Who would you say are this organizations main direct and indirect competitors?
7. Will the way the transaction was handled by the organization contribute to a

lifelong relationship with you? Why or why not?

8. If you were meeting with the president of the company, based on feedback like this, what marketing-related actions would you recommend? How would you sell them to the president Support your recommendations with evidence, in other words.

9. Other comments (Optional):

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