Mkt 475 Wk 4 Assignment 1 - Marketing Strategy Implementation Part I

MKT 475 WK 4 Assignment 1 - Marketing Strategy Implementation Part I

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You are the Chief Marketing Officer for a U.S.-based department store chain handling lower and higherrange-

priced product categories with the primary focus on the lower-end. The department store chain has

stores on the east coast, northern area, and the south with the locations in metropolitan cities. You have

been tasked with shifting the marketing strategy from a focus on the lower-end products to the higher-end

ones. Two key competitors will be Macy's and Nordstrom.

Write a six to eight (6-8) page paper in which you:

1. Determine the marketing driven strategy that the company will take. Provide a rationale for your

strategy.

2. Distinguish the product-market boundaries. Provide a rationale for your strategy.

3. Construct a marketing segmentation strategy. Provide a rationale for your strategy.

4. Develop a customer relationship management strategy. Provide a rationale for your strategy.

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