Question
Chapter 2Strategic Marketing Planning Exercise 2.1Viacomhttp://www.viacom.com 1.Identify Viacom's strategic business units.What are the major competitive advantages of each SBU? 2.Follow the links to the various
Chapter 2Strategic Marketing Planning
Exercise 2.1Viacomhttp://www.viacom.com
1.Identify Viacom's strategic business units.What are the major competitive advantages of each SBU?
2.Follow the links to the various MTV networks (MTV, MTV2, mtvU, and Tr3s) and read about their different audiences and marketing strategies.How do the MTV networks fit into Viacom's strategic planning process?
Exercise 2.2American Red Crosshttp://www.redcross.org
1.Based on the Red Cross's website, can you discern the agency's marketing strategy?Is this strategy consistent with its mission?
2.Does the Red Cross appear to be a customer-oriented agency?How is the company using its website to build relationships with customers?
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Business research methods
Authors: William G Zikmund, Barry J. Babin, Jon C. Carr, Mitch Griff
8th Edition
978-032432062, 0324320620, 1439080674, 978-1439080672
