Answer the follow essay/short answer questions. Provide in-depth
responses to the questions. Proper citation of reference material is
required.

1. Your best friend owns a small children’s clothing store
located in the downtown area of a community of 50,000 citizens.
Business has been slow the past year due the construction of several
new strip malls and a new Wal-Mart store (Increased competition). She
discovered you were taking an online marketing class, asked you for
your advice for ideas that would increase her sales (She owns her
present building and will not relocate her business, even though the
downtown area is losing stores to the new strip malls). Based on what
you have learned in this course what would you tell her?

2. Define and discuss cross-border alliances. What are they and
how do they work?

3. What are the benefits of list segmentation to direct marketers?

4. Why do marketing managers need research and what is its role
in decision making?

5. Marketing strategy consists of selecting a segment of the
market as the company’s target market and designing the proper
marketing “mix” that meets the needs of that segment. Discuss how this
is achieved.
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