Developing Effective Marketing Communications

APPLYING MARKETING KNOWLEDGE

4. With which stage in the family life cycle would the purchase of the following products and services be most closely identified? (a) bedroom furniture, (b) life insurance, (c) a Caribbean cruise, (d) a house mortgage, and (e) children’s toys.

 

 

3.Explain how the promotional tools used by an airline would differ if the target audience were (a) consumers who travel for pleasure and (b) corporate travel departments that select the airlines to be used by company employees.

 

4. With which stage in the family life cycle would the purchase of the following products and services be most closely identified? (a) bedroom furniture, (b) life insurance, (c) a Caribbean cruise, (d) a house mortgage, and (e) children’s toys.

 

 

3.Explain how the promotional tools used by an airline would differ if the target audience were (a) consumers who travel for pleasure and (b) corporate travel departments that select the airlines to be used by company employees.

 

 

List and briefly describe the four major sources of channel conflict

1.  Levi Strauss sells the same products, Levi’s, Dockers, and Slates, to multiple channels of distribution, from high-image (Bloomingdale’s) to low-image (Sears, Mervyns) outlets.  What would you suggest as a distribution strategy so that the company can better differentiate its product by channel and not suffer brand confusion problems?

2.  List and briefly describe the four major sources of channel conflict as mentioned in the online course resource.

 

1.  It is sometimes said that salespeople should be familiar with their

customers’ marketing plans (e.g., understand the customers’ competitors and customers).  Of what use would this information be to the salesperson?

2.  Briefly describe three different kinds of sales quotas?

 

 

1.For what kinds of products and services would direct e-mail be appropriate?  Other than sales, what goals can direct e-mail achieve?

 

 

1.  Given the two brand names, Nabisco and Mercedes Benz, choose two brand extensions for each brand that you believe make sense and two brand extensions for each product that do not.  Explain why.

2.  For frequently purchased products, successful new products must have high trial and repeat rates.  What tools can the marketing manager use to increase trial rates and repeat rates?

 

1.Choose a brand that you think is weak in the minds of customers.  what are the elements of brand equity that are deficient for this product?

 

 

2.factors in the pricing decision.Imagine that you have set the price of tuition for Berkeley College at $8,000 per quarter.  Pick a factor in the pricing decision and explain why that price was set.

 

1.  Describe the five major pricing objectives discussed in the online course resource.

2.  Describe the four methods of implementing differential pricing.

Ethical Dilemma Case

Taking advantage of the trend in multi-generational housing, Madison Builders is aggressively marketing its “home within a home” concept, which features a grandparents’ mini-home incorporated into a large single-family house. Which environmental force is Madison Builders counting on for its future home sales?

Question 1 options:

Social

Competition

Economic

Political

Technological

Question 2

Reindeer Games, a new Christmas-themed video, pizza, and ice cream restaurant targeting families with young children, is located in an area that is also home to Chucky Cheese and a bounce activity center. As both of the latter are well established, the owner of Reindeer Games decided to launch her business with pricing on games and pizza parties about 20% lower than her competitors. What pricing strategy is Reindeer Games using for their launch?

Question 2 options:

Value-added

Penetration

Skimming

Cost-plus

Everyday low prices

Question 3

____________ refers to socially and environmentally responsible marketing that meets the needs of consumers and businesses while also preserving or enhancing the ability of future generations to meet their needs.

Question 3 options:

Evangelism marketing

Affinity marketing

Sustainable marketing

Database marketing

Ambush marketing

Strategic Management Plan.

MUST BE NEW AND ORIGINAL WORK NOT GIVEN TO OTHER STUDENTS. Write in a clear, concise, and organized manner; demonstrate ethical scholarship in the accurate representation and attribution of sources; and display accurate spelling, grammar, and punctuation. Inc

 

lude citations in the text and references at the end of the document in APA format.PLEASE READ INSTRUCTION CAREFULLY. IN TEXT CITATION AND MUST CITE ALL REFERENCE IN APA FORMAT

 

 

 

Purpose of Assignment 

The Week 4 individual assignment is the second part of a three part strategic management plan for the company selected by the student in Week 3. The purpose of the assignment is for students to establish long-term goals and objectives; indicate, specify and discuss strategies; and investigate, consider and describe specific business strategies including vertical integration and strategic alliances, to achieve competitive advantage in the industry. The student also generates an appropriate organizational chart in alignment with the stated strategies.

Weeks 3, 4, and 5 Individual Assignments are integrated to generate a Strategic Management Plan. This is Part 2 of the three part Strategic Management Plan.

Assignment Steps

Write a 850-word report on the company you selected in Week 3, COMPANY IS CHICK FIL A following up on the Individual Assignment of Week 3 (Environmental Scanning), and address the following: 

  • Establish Long-term Goals and Objectives
    • Strategy Formulation.
    • Indicate the markets that the company will pursue.
    • Specify the unique value the company will offer in the selected markets.
    • Discuss the resources and capabilities that are required.
    • Analyze how the company will capture value and sustain competitive advantage over time. 
  • Business Management Strategy
    • Consider Cost and Differentiation Advantages.
    • Describe the Corporate Strategy.
    • Investigate Vertical Integration.
    • Describe Strategic Alliances.
    • Detail the Company Competitive Advantage.
    • Generate an Organizational Chart of the company you selected. 

Cite at least 3 scholarly references.

 

Ethical Dilemma Case

Write a four page Analysis paper as to the Case Study attached please use 9 scholarly articles to accompany this analysis.

Once you have read the Case Study keep the following points in mind while writing your analysis:

  •  Familiarize yourself with the ethical dilemma faced by Mr. Markham.
  • Write down the background information about which you learned in the case, including the industry, Mr. Markham’s job, his professional organizations.
  • What is the basic function of the organization? Marketing? Human resources? Finance?
  • Outline the specific decision Mr. Markham needs to make.
  • Identify alternatives open to Mr. Markham.
  • Determine the urgency of the ethical dilemma.

Finally, for your Case Analysis; answer the following:

  1. What are the main issues in this case study?
  2. What are the alternatives with which Mr. Markham must select?
  3. Why are these alternatives significant for Mr. Markham to consider?
  4. What alternative do you believe Mr. Markham should select? Offer your rationale for your selection.
  5. Consider the following: Rather than Mr. Markham confronting this dilemma; it is you in the protagonist role. Would you offer a different resolution to the dilemma? Why or why not?

The paper should include

  • Information about the organizational and the ethical, legal, and social issues are described in detail, including the potential alternatives for each. Information provided is relevant and important in building the foundation on which the research project will be built.
  • The alternatives are analyzed critically using multiple perspectives, discussing in detail what makes them significant, particularly in regards to corporate social responsibility. Supporting details and evidences to justify claims are relevant, accurate, and specific to the claims.
  • The laws, codes, standards, and recommendations identified are current and relevant to the analysis of the alternatives, and are described appropriately and in detail. Details provided are relevant and important in building a strong foundation on which the justifications of the analysis are built.
  • The recommended alternative is thoroughly laid out, and are relevant and specific to the social, ethical, and legal implications for the organization. Proposed alternative is supported with clear, thorough, appropriate, and evidence-based explanations and justifications relevant to the conceptual underpinnings of change leadership.
  • The reflection and conclusions on approaches the leader utilized to implement change is done constructively, discussing the strengths and weaknesses of the issue that the leader could have dealt with differently. Specific examples from the leader’s story were utilized clearly and appropriately to illustrate points, specifically explaining what the student would have done differently if they were the leader. This reflection evidences deep understanding of change leadership.
  • The writing skillfully communicates the message(s) and the language flows seamlessly throughout; there are minimal problems with spelling, punctuation, and grammar; APA style guidelines are followed accurately.

Business Analytics Implementation Plan

You began writing your business analytics implementation plan in Module 3. In addition, you already have gained information about the various technological solutions discussed in the previous modules. In this assignment, you will now address ways to implement the plan along with any associated costs, as this will complete the proposal for management to make their decision.

Description of LASA

In this assignment, you will amend your existing business analytics implementation plan developed in Module 3. You will amend the existing proposal to discuss the importance of managing information systems, describe the techniques and tools used to manage the data, and explain how utilizing technology can help the organization.

Scenario

You have been hired as a business analyst for a well-known design firm. Currently, they utilize technology for their day-to-day operations but not to analyze data that could help with making business decisions. Your task is to convince management that the usage of business analytics would be a great benefit to the business and it would help the business to make well-informed decisions and thus action plans that would align with the business’s strategic planning.
The firm currently has technology in place but does not have any connected systems. The databases are all independent of each other but they do utilize a client/server environment. The firm currently has one location but is looking to add a second location in another part of the state but is unsure about whether it would be beneficial to the firm.
**The firm liked your implementation plan but have questions about how they will manage the data and how data driven decision making can help the organization versus just being an additional expense for the organization (cost of new equipment or resources).

Instructions

Using the Argosy University online library resources and the Internet, research business analytics implementation plans, especially methods of developing a rationale in support of implementation. Select at least 6 scholarly sources for use in this assignment.

Amend your existing proposal addressing the importance of Management Information Systems and managing the data for the organization.

Objectives of proposals:

Vans Case Analysis

  1. What was Van’s competitive advantage during its early days (1960s and 1970s)?  What was Van’s value proposition to its customers?  How has Van’s value proposition changed over time?
  2. Based upon the concept of hostile brands studied, what in your mind would be an appropriate growth strategy for Vans based upon the information given in the case keeping in mind:
  • Which product categories should Vans participate in?
  • What distribution channels?
  • What promotional strategies / programs would you recommend in order to sustain growth?
  • Is there a growth “ceiling” for this brand or is there no limit to Van’s growth potential?

2-3 page is fine

  1. What was Van’s competitive advantage during its early days (1960s and 1970s)?  What was Van’s value proposition to its customers?  How has Van’s value proposition changed over time?
  2. Based upon the concept of hostile brands studied, what in your mind would be an appropriate growth strategy for Vans based upon the information given in the case keeping in mind:
  • Which product categories should Vans participate in?
  • What distribution channels?
  • What promotional strategies / programs would you recommend in order to sustain growth?
  • Is there a growth “ceiling” for this brand or is there no limit to Van’s growth potential?

2-3 page is fine

Describe the elements of branding.

The following outcomes will be assessed in this Assignment:

AB219-4: Apply product and place Marketing Mix elements to a product or service.

GEL 6.02: Incorporate outside research into an original work appropriately.

Product and place are two of the four marketing mix components that are uniquely configured for a product or service to satisfy customer needs and/or wants.

Based on the Reading in the text and the Learning Activity regarding the marketing mix, select one (1) of the provided 3 products and respond thoroughly to the items in the checklist steps to complete the Assignment.

Checklist:

Step 1: Select one of the following fictional products for this Assignment and do some original research on your chosen product in the Library. Include 2–3 in-text citations, direct quotes, or paraphrases from your research in your paper where applicable, citing and referencing the article(s) you found in the Library in APA format and citation style. You can access “APA Style Central” located in the Academic Tools area of the course for help.

  • A new Robotic Maid — Robomaid4u, a programmable robot that sweeps, vacuums, and mops your floors based on simple voice commands.
  • Foldable Homes: A flat shipped insulated container home that unfolds. The sides are bolted into place with a hand drill and bolts provided. Foam insulation is provided to seal the corners.
  • Local gourmet meals you pre-order via the company Instant Gourmand’s website or by text or email. Large discounts for 6–12 month orders.

Step 2: Apply product elements to make your chosen product complete by thoroughly describing them.

  • Discuss the type of product you selected and include product attributes like quality, features, benefits, style and design.
  • Explain a proposed product line (depth) and product mix (width) for the product.
  • Describe the elements of branding. Ex. Brand name, sponsor and brand strategy.
  • Provide the packaging plan
  • Describe the warranty or copyright involved

Step 3: Provide a service (or additional service in the case of gourmet meals) that is related to your product. (Assume you have gone through the stages of new product development.)

  • Describe the characteristics of your service in terms of intangibility, inseparability, heterogeneity, and perishability of your service.
  • Describe how you will evaluate the five elements of service quality:
    • Reliability, responsiveness, assurance, empathy and tangibility.

Step 4: Describe all of the place elements involved with this same chosen product.

  • Describe the distribution strategy for getting the physical product to the consumer.
  • Illustrate (provide a graphic depiction) and discuss the marketing channels used for delivering the product to the customer.

Access the rubric.

Provide an original minimum 4-page paper with an additional title and reference page using APA format and citation style. Provide 2–3 in-text citations, direct quotes, or paraphrases from your research in your paper where applicable, citing and referencing the article(s) you found in the Library in APA format and citation style.

Submit your Assessment to the Dropbox.

Disclaimer: The organization and characters depicted in this exercise are fictional. Any resemblance to real organizations or individuals is purely coincidental.

Describe the key functions of managing a salesforce.

You are the regional sales manager for International Herb Express (IHE) which is a large, US-based spice & herbs supplier. IHE sells to other businesses that purchase bulk spices and spice blends for use in their end products. The primary customers are baking and soup mix corporations that sell to other businesses, for example, bakeries, restaurants, other food-service, and regional grocery chains. IHE is launching a new spice blend that reflects a more diverse cultural & ethnic flavor profile than IHE’s traditional offerings.

The abridged marketing strategy for this new spice blend is to target both current customers, but also to reach new customers that are target regions with higher ethnic diversity and/or the more adventurous “foodies” market. The marketing efforts will focus on taste testing, sampling, and on-site promotion. IHE is launching this marketing plan to help create a product offering that is not as commodity-driven (as most spices and herbs are the same quality no matter where they are purchased) and can potentially offer higher profit margins.

It is important to note that spices and other ingredients are raw goods and traded as commodities. The raw price for these goods changes on a day-to-day basis. Pricing is based on classic supply and demand, though nature is a key contributor to the supply–extreme weather as well as health of crops have a direct impact on the supply chain and access to the raw goods.

Instructions

With the launch of the new product offering, it has been determined that a new sales team dedicated to the new product line will be the best approach. You will need to select current sales representatives from the company as well as hire new sales representatives to create the final sales team of 8 professionals.

The new sales force will be given the assignment of connecting and educating current customers on the new spice blend offering. The sales force will also be responsible for identifying the top, new potential customers and educating them. The goal after one year is to have 10% of the current customer base also ordering the new products as well as having at least one new customer per sales professional.

To prepare for the new team, you need to create the following documents and submit as one, unified document:

  • The formal job description for this new sales team which should include a brief description, list of required skills, and qualifications as well as a list of desired (but not required) skills.
  • An organizational chart highlighting how the 8 sales representatives are organized (by regions, by customer industry or size for example).
  • An email to the Vice President of Sales and Marketing recognizing and recommending the need for her to spend time with this new sales team as a motivational tool.
  • Supporting paragraphs used to explain each piece to further clarify and rationalize the choices made.