1) The biggest surprise in the reading was "the global perspective" section about the 2008 Beijing Olympics boycotts and protestors and how marketing may not always be a good thing. This was an ineresting segment and I learned something new because I did not recall this happening since I was so young in 2008.
2) The section titled "Inhibitors to Marketing Research" was confusing to me because while it listed that cost, complexity, strategic decisions, and irrelevancy can inhibit marketing research, it did not give more than a few lines of support and failed to provide good examples to help me fully understand the material.
3) "How do you think the negative marketing during the 2008 Summer Olympics could have been better handled by those in charge?"
"Which of the three marketing philosophies do you think is most effective?"
4) I think the author was wrong in not expanding more on the short-term success rates of the three different marketing philosophies. I would have liked to have read about multiple scenarios or examples to see when each philosophy could be successful.
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