Problem: My company is a telecom software application maker. What ethics issues does my company face from a marketing standpoint? How do you recommend these issues be approached?
Scenario: A soft drink producer's primary product line is entering the mature stage of the product life cycle and is beginning to lose market share to new competitors. Based on this scenario the following points need to be addressed:
(1) What are the top two measures of marketing plan performance? Explain why you made these choices.
(2) How should the marketing plan be adjusted to support the organization's business objectives?