Instructions: Write between 3 to 5 pages double-spaced an Executive Memo addressed to the company’s highest ranking employee who is in charge of the marketing function. For this assignment, there is no need to be specific such as, “increase sales by 15% next quarter,” but simply to discuss what general goals the company is or should be focusing on. 1. Marketing Goals (See examples below by choosing 3 to 5 goals) a. Build-increase awareness of the company (brand awareness) b. Increase market share c. Capture a new target market d. Increase sales, revenues, profits e. Increase in new accounts or relationships f. Increased share of customer’s business g. Increased return on investment (ROI) h. Converting sales leads into customers 2. Marketing Research (Use Kotler & Keller’s 6-step marketing research process from Chapter 3) 3. Marketing Metrics (Kotler & Keller’s Marketing Metrics from Chapter 2, Table 2.2)
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