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Essay / Research Paper Abstract
For a company to maximize its revenue it is important that it can allocate its' marketing resources in an effective manner. This 3 page paper looks at the reasons why a misallocation may take place using the case of Samsung as an example to illustrate the way this misallocation can take place. The bibliography cites 2 sources.
Page Count:
3 pages (~225 words per page)
File: TS14_TEmisallo.rtf
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Unformatted sample text from the term paper:
marketing budget. Failure to maximize returns on this budget can result in lost revenues for company. There is little doubt that when Eric Kim joined Samsung in 1999 there was
a misallocation of marketing resources with high attached opportunity costs (Corstjens and Merrihue, 2003). Samsung were allocating too many resources to the United States and Russia, markets of a growing
a constrained rate, under allocating resources to Europe and China which has a high level opportunity and will also miss allocating resources in terms of which products were being supported
to the greatest extent (Corstjens and Merrihue, 2003). Samsung is a logical place company operating on a global basis, this misallocation can be attributed to a number of reasons.
In any large company where there are a wide range of products which are made and marketed, and a large number of markets, the
sheer size and scale of operations can make effective allocation block two missiles is very complex. Effective allocation mulching resources means that the company understands its potential target market in
each country and the drivers which are likely to encourage purchase. Even if a company only has 10 products in 10 countries this would result in a hundred analyses being
needed. A company such as Samsung has a swap market product range and as far greater market spread. One of the major problems
of Samsung was an information deficit (Corstjens and Merrihue, 2003), this can happen in isolation but it is also more likely to happen where there are large complex operations and
where it is more difficult to correlate information in order to put it into a meaningful context. In order to make marketing decisions managers need to understand and markets, not
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