Question 1 Describe and explain the marketing mix decisions that Marcia Kilgore made to influence the trade channels as well as the final consumers. Use the suggestion of Robert Lauterborn that the seller’s 4P’s should correspond to the customers’ 4C’s in your explanation.
Question 2 Explain how FlipFlop divides a market into segments and how the firm chooses the most attractive target markets.
Question 3 Explain why marketing research is so important for FlipFlop.
Question 4 Critically evaluate and analyse the way FlipFlop develops and manages its direct and interactive marketing communication programs to build brand equity.
