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Scenario Marketing

As the marketing manager of a major franchise, your job will be to perform the daily tasks of a marketing manager.

Select one of the franchise companies below for which you would like to be Marketing Manager.

Edible Arrangements® – Edible fruit baskets – Creates fresh fruit arrangements and gourmet chocolate dipped fruit to order.

Cartridge World® – Cartridge Company – carries a complete line of both inkjet and toner printer cartridges. Offers both remanufactured and Original Brand (OEM) ink and toner cartridges for nearly all brands of printers, copiers, fax and postage machines.

Liberty Tax Service® – Taxes – provides tax service to both consumers and businesses.

Assumptions

Your plan is to aggressively go after the consumer and business market creating dual revenue streams. Your marketing strategy, research marketing mix and customer relationship marketing will be different for both groups.

In this scenario, you will be responsible for conducting the following tasks:

Observing and analyzing market trends
Examining competitors’ products and services
Investigating ways of improving existing products and services, and increasing profitability
Identifying target markets and developing strategies to communicate with them

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