BASIC MARKETING 18th Edition by Jerome McCarthy William Perreault, Joseph Cannon

Exercise 39

Using the exhibit on the marketing strategy planning process in Chapter 2, identify the components of BBBSA's strategic planning process from the information presented in this case. Who are BBBSA's customers and competitors? How has BBBSA chosen to segment its market? Describe BBBSA's target markets. How does BBBSA differentiate itself from the "competition"? How would you describe the 4Ps of BBBSA's marketing strategy?