a) Why are more and more firms using non-financial control measures in addition to the traditional financial-based measures? What are some of the more commonly used non-financial measures in assessing marketing performance?
Q6
a) Why are more and more firms using non-financial control measures in addition to
the traditional financial-based measures? What are some of the more commonly
used non-financial measures in assessing marketing performance?
b) You have been appointed as a marketing manager for Tumfwane enterprises
limited based in Mufulira in the Copperbelt that offers hospitality services to the
market. You managing Director wants to know the consumer buying decision
process. Write a memo to her using an appropriate diagram to explain the buying
decision process of a consumer?
c) The president of a large manufacturer of household appliances that are
manufactured and sold in Zambia, has asked you to develop a system for
monitoring and evaluating the impact of major environmental trends in this
company’s strategies and programmes. Briefly describe your proposed system in
terms of how you would organize your scanning activities, and evaluate the impact
of each(
d) Stouffer’s foods holds a commanding share of the growing market for low-calorie
frozen entrees with its lean cuisine product line. To maintain its lead as the market
continues to grow, what strategic marketing objectives should Stouffer focus on
and why?
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