Best answer:AMBA 650: Week 7 Assessment, management homework h


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AMBA 650: Week 7 Assessment
Assignment instructions.
Responses to all questions are to be incorporated in ONE document. Response to each
question attempted should be at least 500 words but should not exceed 750 words. Suggested
font is Times New Roman (12 point).Document should be double spaced and adhere to APA
While high quality outside sources are welcome, you should use information from the course
materials to support your responses. When making reference to course materials, use properly
formatted APA citations and references. Your submission must include one reference list at the
end of the document with all of the references used in your responses. In addition to the
reference list, you also must provide in-text source citation for direct quotation or paraphrasing
of course materials.
Answer all FOUR of the below Questions.
1. Identify a firm in today’s environment that you believe has shortcomings in its
understanding and implementation of the ‘Marketing concept’ – that focuses on creating,
delivering and communicating superior customer value to target markets. Discuss the
problems you see in that firm’s strategies. How might this firm better align its strategy
with the marketing concept to achieve and sustain strategic advantage over its
competitors in the market place?
2. With reference to Christensen’s paper on Rules of Innovation, discuss an example of a
firm to analyze how it has responded to a challenge from a transformational technology
that threatened its historical business model. In this context discuss the organizational
factors that may have helped or hindered its appropriate response to new technologies?
3. Choose a firm that demonstrates an excellent referral marketing strategy. a) How does
the firm’s referral marketing strategy help connect with its customers? b) What type of
firms are most suitable for a referral marketing program? Give reasons.
4. What are the components of brand loyalty? Is B2C consumer brand loyalty thought to be
on the rise or decline? Does brand loyalty apply in the same way in B2B marketing?

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