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STRATEGIC MARKETING OF HOUSEHOLD PRODUCTS IN A DECLINING ECONOMY
ABSTRACT
Whilst the principles of marketing stay the same regardless of the
prevailing economic environment, it is the practice of marketing
that changes, especially in a recession. In response to the slump
in demand and decreased sales, many marketing teams have had
their budgets slashed and their resources cut back. These
challenges, along with volatility in the marketplace and constantly
changing customer needs, mean it is difficult for marketers to
determine what marketing strategies to employ.
There are a plethora of factors that influence the appropriateness
of a certain marketing strategy for a particular company, including
the overall objective of the strategy, the level of available human
and financial resources to implement the strategy, the geographical
scope being considered and the elasticity of demand in the
marketplace, to name but a few examples. Common to all
strategies is that some kind of payback is required, in that every
strategy should seek to provide a return on investment.
This paper explores strategic reactions to a recession and
examines the findings from a survey of 310 marketing
professionals who work in b2b corporates across the world.
Various marketing strategies are discussed, with a particular focus
on what makes a strategy effective in turbulent times.
ABLE OF CONTENT
Title page- – – – – – – – – i
Approval page – – – – – – – -ii
Dedication – – – – – – – – -iii
Acknowledgement – – – – – – – -iv
Abstract – – – – – – – – – -v
Table of content – – – – – – – -vi
CHAPTER ONE
INTRODUCTION – – – – – – – -1
1.0 Background of the study – – – – -1
1.1 Statement of the problem – – – – -5
1.2 Purpose of the study – – – – – -6
1.3 Significance of the study – – – – -8
1.4 Research questions – – – – – -9
1.5 Scope of the study – – – – – – -10
CHAPTER TWO
LITERATURE REVIEW – – – – – – -11
CHAPTER THREE
Research methodology – – – – – – -39
Design of study – – – – – – – -40
CHAPTER FOUR
Presentation, analysis and interpretation of data – -48
CHAPTER FIVE
Summary of findings – – – – – – -60
Conclusion – – – – – – – – -61
Recommendations – – – – – – – -62
Suggestions for further research – – – – -64
References – – – – – – – – -65
Appendix I – – – – — – – – -68
Questionnaire. – – – – – – – -69
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