Which of the following benefits is offered by sales promotion tools?

1) Which of the following benefits is offered by sales promotion tools?

·         They are typically an indirect form of soft-sell and hence, better received by customers.

  • They can reach prospects who prefer to avoid mass media and targeted promotions.

·         They allow buyers personal choices and encourage them to respond directly.

·         They incorporate some concession, inducement, or contribution that gives value to the consumer.

2) When Starbucks introduced its Tazo Tea line to bring in new customers who had never gone to Starbucks because they don’t drink coffee, Starbucks was employing a ________ strategy.

  • new-market segment
  • market-penetration
  • niche identification

·         geographical-expansion

3) ________ is an aggressive maneuver where the firm attacks first, perhaps with guerrilla action, across the market, keeping everyone off balance.

·         Preemptive defense

  • Position defense
  • Contraction defense

·         Flank defense

4) ________ is based on the premise that marketers can no longer use interruption marketing via mass media campaigns.

  • Permission marketing
  • Relationship marketing
  • Internet marketing

·         Database marketing

5) Which of the following equations accurately describes the total number of exposures (E) of an advertising message through a given medium?

  • E = reach * frequency * impact
  • E = (reach * frequency) / impact
  • E = frequency / reach

·         E = reach * frequency

6) Total customer satisfaction is measured based on the relationship of

  • past experience and present experience
  • advertised outcomes and real outcomes
  • perceived performance and expectation

·         expected value and total customer benefit

 

7) Which of the following statements correctly reflects a characteristic of public relations as a marketing communications tool?

  • Public relations can reach prospects who prefer to avoid mass media and targeted promotions.
  • They incorporate some concession, inducement, or contribution that gives value to the consumer.
  • Given their live, real-time quality, public relations tools are more actively engaging for consumers.

·         Public relations communications can be prepared to appeal to the addressed individual.

8) When dealing with a public relations crisis, a _____ can be a useful online tool to communicate with internal stakeholders.

  • crisis site

Evaluate the Entrepreneurial Process

Successful entrepreneurs follow a multi-step process that is based on four main elements to achieve their entrepreneurial goals. A clear understanding of the entrepreneurial process is an important step in understanding the functions of a business administrator or assessing if entrepreneurship is the right fit for you.

Write a 1,050- to 1,400-word paper on the entrepreneurial process. Include the following:

Describe the four steps of the entrepreneurial process.
Rank the importance of each element in the entrepreneurial process, and explain why you have placed the elements in that order.
Describe which elements are most important from an individual perspective.
Describe which elements are most important from a corporate perspective.
Discuss how the entrepreneurship process has influenced the delivery of health care services and products.Successful entrepreneurs follow a multi-step process that is based on four main elements to achieve their entrepreneurial goals. A clear understanding of the entrepreneurial process is an important step in understanding the functions of a business administrator or assessing if entrepreneurship is the right fit for you.

Write a 1,050- to 1,400-word paper on the entrepreneurial process. Include the following:

Describe the four steps of the entrepreneurial process.
Rank the importance of each element in the entrepreneurial process, and explain why you have placed the elements in that order.
Describe which elements are most important from an individual perspective.
Describe which elements are most important from a corporate perspective.
Discuss how the entrepreneurship process has influenced the delivery of health care services and products.

Evaluate Antecedents of Target Marketing

Antecedents of Target Marketing

As stated in Lamb et al. (2014), to segment a market successfully, a marketer must consider certain criteria.

 

A market segment must be:

  1. substantial (have enough potential customers to be viable),
  2. identifiable and measurable,
  3. composed of members accessible to marketing efforts, and
  4. responsive to particular marketing initiatives to differentiate it from other market segments.

In marketing, segmentation is used to create market segment profiles for the purpose of targeting consumers. Marketers identify a target market as one of the following three different strategies:

  • Undifferentiated targeting,
  • Concentrated targeting, and
  • Multi-segment targeting.

Lamb et al. (2014) explain that an undifferentiated target marketing strategy:

Assumes that all members of a market have similar needs that can be met with a single marketing mix. A concentrated targeting strategy focuses all marketing efforts on a single market segment. Multi-segment targeting is a strategy that uses two or more marketing mixes to target two or more market segments. (pp. 131–135)

To demonstrate your understanding of segmentation, target marketing, and positioning, watch the video case study on Numi Organic Tea and answer the related questions by following the instructions.

References

Lamb, C. W., Hair, J. F., & McDaniel, C. (2014). MKTG7. Mason, OH: Cengage.

 

http://www.cengage.com/marketing/book_content/9781133190110_lamb/videos/ch08.html

 

Breathe Happy Campaign Fabreeze

Instructions: Read the case and provide answers to the questions at the end of the case. Your answers to the questions should be 500-700 words (total not each), be in APA format, use outside research and represent overall college level work. Turnitin will be used to check for originality
READING AND QUESTIONS Below: Book Consumer Behavior 11 edition, Author Leon Schiffman:

Case Six: Procter & Gamble: Febreze “Breathe Happy Campaign Launch”

Lead Agency: GREY

Strategic Challenges

Febreze was once a breath of fresh air in the category, but the competition caught up.

In 1998, Febreze entered the air care category with a revolutionary product. Rather than simply perfuming the air, its unique formula actually eliminated odors on fabrics and replaced them with a fresh scent. Febreze became known as THE odor-eliminating brand and enjoyed great success. Recognizing a good thing when they saw one, the competition responded by launching similar products that provided the same benefit. “Brand Health” data indicated that P&G had lost its distinct positioning. The company once “owned” odor elimination, but now shared this equity with competitors Glade (category leader by dollar share) and Airwick (third in the category by dollar share).
166 167

Air care brands became indistinguishable.

As competitors expanded to offer products similar to Febreze, the category became nebulous. Innovation from any camp was replicated and marketing efforts were immediately countered. Products became increasingly similar with indistinguishable claims. Almost all advertising featured generic imagery, presenting freshness fantasies in idealized worlds. Toxic levels of advertising diluted P&G’s marketing efforts and made people unable to tell the brands apart.

Instructions: Read the case and provide answers to the questions at the end of the case. Your answers to the questions should be 500-700 words (total not each), be in APA format, use outside research and represent overall college level work. Turnitin will be used to check for originality
READING AND QUESTIONS Below: Book Consumer Behavior 11 edition, Author Leon Schiffman:

Case Six: Procter & Gamble: Febreze “Breathe Happy Campaign Launch”

Lead Agency: GREY

Strategic Challenges

Febreze was once a breath of fresh air in the category, but the competition caught up.

In 1998, Febreze entered the air care category with a revolutionary product. Rather than simply perfuming the air, its unique formula actually eliminated odors on fabrics and replaced them with a fresh scent. Febreze became known as THE odor-eliminating brand and enjoyed great success. Recognizing a good thing when they saw one, the competition responded by launching similar products that provided the same benefit. “Brand Health” data indicated that P&G had lost its distinct positioning. The company once “owned” odor elimination, but now shared this equity with competitors Glade (category leader by dollar share) and Airwick (third in the category by dollar share).
166 167

Air care brands became indistinguishable.

As competitors expanded to offer products similar to Febreze, the category became nebulous. Innovation from any camp was replicated and marketing efforts were immediately countered. Products became increasingly similar with indistinguishable claims. Almost all advertising featured generic imagery, presenting freshness fantasies in idealized worlds. Toxic levels of advertising diluted P&G’s marketing efforts and made people unable to tell the brands apart.

Canadian Breast Cancer Foundation

By now, you should have discussed your ideas about this case with others in your group. You are required to individually complete your analysis of the case and complete your own written answers to the questions below. This individual case study assignment is due in Week 9. Late assignments, without a valid reason, will not be accepted and will receive a grade of zero.

 

Instructions

·       Read and analyze the case, “Canadian Breast Cancer Foundation: Corporate Sponsorship Choices.”

 

·       Submit your answers to the following questions (maximum total length: 2 pages single-spaced):

 

1.      What company (or companies) do you propose that the Foundation partner with? Explain why.

1.      Which proposals are most lucrative for the Foundation?

2.      What are the risks and benefits associated with each proposal?

 

2.      What are the challenges for the Foundation going forward?

1.      How can these challenges be overcome?

 

2.      What can CBCF do to strengthen the relationships with its corporate sponsors?

By now, you should have discussed your ideas about this case with others in your group. You are required to individually complete your analysis of the case and complete your own written answers to the questions below. This individual case study assignment is due in Week 9. Late assignments, without a valid reason, will not be accepted and will receive a grade of zero.

 

Instructions

·       Read and analyze the case, “Canadian Breast Cancer Foundation: Corporate Sponsorship Choices.”

 

·       Submit your answers to the following questions (maximum total length: 2 pages single-spaced):

 

1.      What company (or companies) do you propose that the Foundation partner with? Explain why.

1.      Which proposals are most lucrative for the Foundation?

2.      What are the risks and benefits associated with each proposal?

 

2.      What are the challenges for the Foundation going forward?

1.      How can these challenges be overcome?

 

2.      What can CBCF do to strengthen the relationships with its corporate sponsors?

Who are the top three competitors of P&G and what are their advantages/disadvantages with respect to their competitive product/service strategies?

Case studies are an important learning strategy in business classes as they provide an opportunity for you to critically

analyze events that have taken place in real-life businesses. This develops your critical thinking and research skills as you

research the competition and industry in which your business resides with an end goal of formulating a recommendation for

the challenges faced by the company.

Select one of the three case studies listed below, which can be found in your textbook. Evaluate the case of your choice,

and respond to each of the questions below using both theory and practical managerial thinking as well as supporting

research.

Option 1: Proctor & Gamble (pp. 332–333)

1. Using segmentation strategies, what are the target market(s) for P&G? How does this relate to the company’s brand

management strategies?

2. Who are the top three competitors of P&G, and what are their advantages/disadvantages with respect to their

competitive product/service strategies?

3. P&G’s impressive portfolio includes some of the strongest brand names in the world. What are some of the

challenges associated with being the market leader in so many different categories?

4. With social media becoming increasingly important and with fewer people watching traditional commercials on

television, what does P&G need to do to maintain its strong brand images?

5. What risks will P&G face in the future?

Option 2: Caterpillar (pp. 394–395)

1. Using segmentation strategies, what are the target market(s) for Caterpillar? How does this relate to their brand

management strategies?

2. Who are the top three competitors of Caterpillar, and what are their advantages/disadvantages with respect to their

competitive product/service strategies?

3. What were some of the key steps that made Caterpillar the industry leader in earth-moving machinery? Explain how

Caterpillar’s products differ from competitors.

4. Discuss Caterpillar’s future. What should it do next with its product line? Where is the future growth for this company?

Discuss The socially constructed organization.

Strategy Implementation and Strategic Control

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Week 1:

In order to properly implement a strategic plan, organizations use structure, various control systems (budgets, variance analysis, policies and procedures, company rules), and culture.

Let us revisit General Mills and determine the relative effectiveness of the company’s strategic controls. Choose two implementation controls, and discuss whether or not you believe the controls you’ve selected effectively support the company’s strategic choices. Be sure to defend your answer (critical thinking is required)!

Be sure that you respond to the postings of your classmates.

Week 2:

Respond to the following:

As you’ve learned from the background readings, a key strategic control is that of organizational culture. Culture must fit with an organization’s strategic choices. Poor alignment between culture and strategic choice is a sure-fire way to doom any strategic choice.

Of course, some organizational theorists would assert that an organization’s culture cannot be “managed” in the truest sense of how one “manages” the processes and activities and things that exist within an organization. David Campbell (2000, p. 28) says that an organization

Is being constructed continuously on a daily, even momentary [italics added], basis through individual interactions with others. The organization never settles into an entity or a thing that can be labelled and described, because it is constantly changing, or reinventing itself, through the interactions going on within it. [At the same time, an organization] does have a certain character to it, such that, like driving on the motorway, not just anything goes (p. x).

Do you agree or disagree with the above? That is, can culture really be “managed”? What might this interpretation mean in the context of our current discussion related to “strategic controls”?

A few comments on the above: Many individuals believe that, while the notion of “culture” can be defined, no single individual (irrespective of his/her legitimate power) is capable of single-handedly moving an organization’s culture in one direction or another. These individuals suggest that the sheer number of formal and informal groups, structures, tasks, functional operations, and individual interactions that exist and occur within organizations (even moderate-sized ones) render the “management” of culture impossible (consider the potential number – and combination – of individual to individual, individual to group, and group to group interactions that are likely to occur within an organization at each and every moment (and then, there are endless numbers of contacts / interactions with external stakeholders as well). The possibilities are seemingly infinite — or at least they are indefinite. In this view, an organization’s culture is abstract, fragmentary, fluid — and even relative and momentary – how can such a thing be “managed” in the same sense that we “manage” people and organizational processes?

What are real-time marketing efforts

Part 3

Companies find good ideas by researching competitors’ products and services. Select one consumer product category with which you are familiar, either because you or a family member or friend purchase it or use it frequently (for example: shampoos, carbonated beverages, snack foods, baked goods– if you have a question about whether the category qualifies, just ask).

  1. Suggest one incremental innovation that you would like      to see for the product/category chosen. For example, would you prefer a      different form of bottling for shampoos? A different flavor for soft drinks—cola      flavored chips, for example.  Do any of the items in your research      have glaring weaknesses as in its cleaning properties, smell, or taste      that a company can improve upon?
  2. Link your suggestion to an unmet consumer need. State      why you think others might have this same need?
  3. Why is competitive research so important for companies      to undertake?

Part 4

Last part , you wrote an essay about incremental improvements to existing products and why these improvements might meet unmet consumer needs and attract a segment.  This week, your assignment is to describe the product or service attributes of the product/service featured in your marketing plan.  Discuss why these attributes were chosen.  Be sure that the attributes can be linked back to unmet needs of the targeted segment(s).

Part 5

The opening vignette of this chapter is about Oreo, including its real-time marketing efforts.  Read the following very short articles which were the sources for the vignette:

http://www.adweek.com/news/advertising-branding/inside-oreos-adorable-triple-play-fathers-day-150183

http://search.ebscohost.com.mylibrary.wilmu.edu/login.aspx?direct=true&db=bth&AN=85349932&site=ehost-live

http://genius504.rssing.com/browser.php?indx=11035348&item=9

http://www.nytimes.com/2012/09/25/business/media/oreos-daily-twist-campaign-finale-enlists-consumers.html?_r=0

http://archive.indianexpress.com/news/cookie-time/809761/.

In your essay, analyze the effectiveness of one of these marketing campaigns – there are two:  The 100th Birthday Celebration and the “Which Part of the Cookie Do you Like?”    Consider the following:

  1. What were the target market(s)?
  2. Which of the 4 communication objectives (pg. 565) do      you think were met? There may be more than one. Support your answer with      examples from the campaign.
  3. Provide an example of how the communication channels      were effectively integrated.

Discuss Internal Public Relations

Read the “Sony Shoots the Messenger” Case Studyin the attachment

Answer the three questions at the end of the chapter

Write a 1200-word paper in which you describe how the case was handled and provide recommended improvements for your client (Sony).

Include three outside references as well as citations with your paper.

Format your paper consistent with APA guidelines.

Questions

  1. How      would you assess Sony’s handling of the hacking scandal?
  2. Had      you been Amy Pascal’s public relations advisor, how would you have      suggested she handle the fallout from the e-mails, adjudged as “racist?”
  3. Had      Pascal asked you to counsel her on what to do in light of her husband’s      e-mail about the roundtable, what would you have suggested?Read the “Sony Shoots the Messenger” Case Studyin the attachment

    Answer the three questions at the end of the chapter

    Write a 1200-word paper in which you describe how the case was handled and provide recommended improvements for your client (Sony).

    Include three outside references as well as citations with your paper.

    Format your paper consistent with APA guidelines.

    Questions

    1. How      would you assess Sony’s handling of the hacking scandal?
    2. Had      you been Amy Pascal’s public relations advisor, how would you have      suggested she handle the fallout from the e-mails, adjudged as “racist?”
    3. Had      Pascal asked you to counsel her on what to do in light of her husband’s      e-mail about the roundtable, what would you have suggested?

Managing the Marketing Strategy Process

Managing the Marketing Strategy Process

With the advent of mobile technology, new avenues have been opened to  marketers to reach their target markets in new ways.  Companies now  operate in two market environments; the marketplace (the traditional face to face engagement) and marketspace (a  face to screen environment).  However, marketers are still challenged  to design and execute strategies that capitalize on the unique customer  value-creation capabilities utilizing technology in the pursuit of a  meaningful marketspace presence.

Pizza Hut and imc: Becoming a Multichannel Marketer

Pizza Hut is the world’s largest pizza chain with more than 10,000  restaurants in 100 countries.  It was also one of the top 35 U.S.  Internet retailers.

This case describes Pizza Hut’s online business initiative that  produces hundreds of millions of dollars in annual revenue.  Specific  emphasis is placed on Pizza Hut’s multichannel marketing approach to  creating a unique customer experience and customer engagement platform.

The video case provides a behind-the-scene look at how a market  leader in the quick serve restaurant industry revolutionized interactive  marketing.

Sources

Kerin, R. A. & Hartley, S. W. (2017). Marketing. (13th ed.). New York, New York: McGraw-Hill Education.

 

Review the following information to see how Pizza Hut creates a  customer experience in the highly competitive fast food industry:

Background on Pizza Hut:

Visit the company’s website to understand what a hybrid website looks  like.  That is, it includes elements of a transactional website and a  promotional website (PizzaHut.com (Links to an external site.)Links to an external site.).

Based on the information provided, put yourself in the position of a  marketing consultant brought in to the company to critically examine the  company’s interactive website, and then formulate a set of  well-developed and supported recommendations to the company’s senior  leadership team. The recommendation should be logically presented,  well-supported, and thoroughly vetted.

Managing the Marketing Strategy Process

With the advent of mobile technology, new avenues have been opened to  marketers to reach their target markets in new ways.  Companies now  operate in two market environments; the marketplace (the traditional face to face engagement) and marketspace (a  face to screen environment).  However, marketers are still challenged  to design and execute strategies that capitalize on the unique customer  value-creation capabilities utilizing technology in the pursuit of a  meaningful marketspace presence.

Pizza Hut and imc: Becoming a Multichannel Marketer

Pizza Hut is the world’s largest pizza chain with more than 10,000  restaurants in 100 countries.  It was also one of the top 35 U.S.  Internet retailers.

This case describes Pizza Hut’s online business initiative that  produces hundreds of millions of dollars in annual revenue.  Specific  emphasis is placed on Pizza Hut’s multichannel marketing approach to  creating a unique customer experience and customer engagement platform.

The video case provides a behind-the-scene look at how a market  leader in the quick serve restaurant industry revolutionized interactive  marketing.

Sources

Kerin, R. A. & Hartley, S. W. (2017). Marketing. (13th ed.). New York, New York: McGraw-Hill Education.

 

Review the following information to see how Pizza Hut creates a  customer experience in the highly competitive fast food industry:

Background on Pizza Hut:

Visit the company’s website to understand what a hybrid website looks  like.  That is, it includes elements of a transactional website and a  promotional website (PizzaHut.com (Links to an external site.)Links to an external site.).

Based on the information provided, put yourself in the position of a  marketing consultant brought in to the company to critically examine the  company’s interactive website, and then formulate a set of  well-developed and supported recommendations to the company’s senior  leadership team. The recommendation should be logically presented,  well-supported, and thoroughly vetted.