The only resource to be used is Principles of Marketing by Charles Lamb, Joe Hai

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The only resource to be used is Principles of Marketing by Charles Lamb, Joe Hair & Carl McDonald, 2021 Cengage. AP 6th style.
1) Explain what a mission statement is and how a firm should define its business mission. Give examples to illustrate the components of a good statement.
2) Describe the sequence and stages of the consumer decision journey.
3) Determine the actions a retailer should take to address retail products or service failures.
4) Explain the different stages of the product life cycle and how marketers adjust their promotion mix for the most successful impact at each stage.

 

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