Discuss the concept of customer lifetime value and its measurement. Give examples.
Discuss various cultural, social and psychological factors that influence consumer behavior. Give examples.
Discuss similarities and differences between marketing to final consumers and marketing to organizational consumers and their underlying reasons. Give examples.
Many global companies face a difficult decision whether to standardize marketing mix or to adapt their marketing mix while marketing their goods and services globally. Discuss the factors that should be considered and alternative strategies with respect to the four components of marketing mix.