Discuss on Marketing Plan Tactics And Implementation

Write a minimum of 2 pages for the Tactics and Implementation portions for your Marketing Plan (See attached Marketing Plan Template) to address the situation in the attached case study.

For Tactics:

1. Product and service– explain any changes you will make to the product, or in this case, the services. Be specific about new services, ending other services, etc.

2. Explain any actions you will take to improve the brand image in the eyes of the specific target market. Provide some details about the actions to be taken, and why they will succeed.

3. Explain any changes you will make to the price of the services. Will anything increase, decrease, or remain the same? Explain your reasoning.

4. Will you provide any incentives to attract new patients? What could the pros and cons of those incentives be? Will you use incentives to attract new doctors? Keep in mind that you cannot throw money at every problem.

5. Explain any changes you will make to the communication methods between the organization and its target groups. Be specific. If you choose social media, for example, explain why that is the communication channel of choice for your target group.

For Implementation:

1. Business infrastructure – explain any changes you will make to both types of infrastructure, and why. The physical infrastructure is the buildings and facilities. The Organizational infrastructure defines who reports to who. Explain if you will make changes, or why you will not.

2. The business process – explain the impact of any of your changes on these items. For example, if you provide incentives to attract new doctors, how will that affect your resource management? Money is one of your resources. Describe the impact on any that are significantly affected.

3. Schedule – provide a specific schedule for the major changes you will make. You can use dates, or use measures of time, such as three weeks, two months, etc. Keep it realistic.

Cite at least 3 reputable references in APA format to support your assignment (e.g., trade or industry publications, government or agency websites, scholarly works, or other sources of similar quality).

Three standard strategies for alleviating ethical concerns surrounding conflicts of interest are

Question

1- Professor Pybus believes there’s a conflict of interest operating when Vallez accepts money to write reviews for his website Crazy Mike’s Apps. What, exactly, is the conflict?

2- Vallez says that his actions do not cause a conflict of interest, only the appearance of a conflict.

ü What’s the difference between a conflict of interest and the appearance of a conflict of interest?

ü How could Vallez argue that in his case there’s only an appearance, and, on close inspection, there really is no conflict here?

3- Three standard strategies for alleviating ethical concerns surrounding conflicts of interest are

ü Transparency,

ü Recusal,

ü Organizational codes.

How could each of these strategies be applied to the conflict of interest issue at Crazy Mike’s Apps?

4- You develop an iPhone app and you pay Vallez to review it. He tries the app, likes it, and writes up a positive paragraph.

ü Make the case to defend the payment as an ethically acceptable gift. Are there limits to how much you could give before it would shift from a gift to a bribe? If there is a limit, how was the number chosen?

ü Vallez says that if he doesn’t like an app he returns the money and refuses to review it. Does this fact interfere with the possibility of justifying the payments as a standard, business-type gift?

Question

1- Professor Pybus believes there’s a conflict of interest operating when Vallez accepts money to write reviews for his website Crazy Mike’s Apps. What, exactly, is the conflict?

2- Vallez says that his actions do not cause a conflict of interest, only the appearance of a conflict.

ü What’s the difference between a conflict of interest and the appearance of a conflict of interest?

ü How could Vallez argue that in his case there’s only an appearance, and, on close inspection, there really is no conflict here?

3- Three standard strategies for alleviating ethical concerns surrounding conflicts of interest are

ü Transparency,

ü Recusal,

ü Organizational codes.

How could each of these strategies be applied to the conflict of interest issue at Crazy Mike’s Apps?

4- You develop an iPhone app and you pay Vallez to review it. He tries the app, likes it, and writes up a positive paragraph.

ü Make the case to defend the payment as an ethically acceptable gift. Are there limits to how much you could give before it would shift from a gift to a bribe? If there is a limit, how was the number chosen?

ü Vallez says that if he doesn’t like an app he returns the money and refuses to review it. Does this fact interfere with the possibility of justifying the payments as a standard, business-type gift?

Discuss the roles of a Marketing Manager of Saudi Arabian Region

From the real international market, select a company of your choice wishing to start its activities in Saudi Arabia. The Company hired you as Marketing Manager of Saudi Arabian Region.

You have to establish a marketing department starting from the Analysis of the market, formulate overall marketing goals, objectives, strategies, and tactics within the context of an organization’s business, mission, and goals designing and planning the entire function.

Write a Marketing Plan considering the following points (2×5=10 Marks) 

1. Introduction, Goals and Objectives

To introduce this section you should include the “mission statement” of the business; an idea of what its goals are for customers, clients, employees and the consumer.

a. Introduction about the business.

b. Business vision and mission

c. Business objective.

d. Products and services offered

2. Environmental Analysis 

Conduct an environmental analysis that looks at and comments on your local area and your network of business contacts, competitors and customers.

3. Target Market Analysis

Identify the target market, describing how the company will meet the needs of the consumer better than the competition does.

4. SWOT Analysis 

Conduct a SWOT analysis for your chosen company based on your research.

Strengths: List the strengths of the business approach;

Weaknesses: Describe the areas of weakness in the company’s operations;

Opportunities: Examine factors that may improve the business’s chances of success;

Threats: List the external threats to the business’ success.

5. Marketing Mix (4 P’s ) Analysis

Describe each of the 4Ps of your chosen company.

Product or Service 

Identify the product or service by what it is, who will buy it, how much they will pay for it and how much it will cost for the company to produce it, why a consumer demand exists for your product, and where the product sits in comparison to similar products/services now available.

Place

Identify the location of the business, why it is located there (strategic, competitive, economic objectives), the expected methods of distribution, and timing objectives.

Promotion 

Describe the type of promotional methods that will be used. Identify techniques such as word of mouth, personal selling, direct marketing, sales promotion etc. television, radio, social media and newspaper ads.

Price 

The prices of the products or services that reflects the overall company strategy. Should be competitive as well as a reflection of the quality, costs and profit margin.

Hispanic Marketing in Online and Mobile Formats

Case Study 2.8 Hispanic Marketing in Online and Mobile Formats

Begin by offering an opening paragraph – discuss changes in demographics and why it is important for organizations to be aware of shifts that occur over time. Be specific. Use examples and statistics.

Question One: What are the opportunities and challenges facing marketers that are targeting the lucrative Hispanic market through online and mobile marketing? Provide a substantive response. Provide a minimum of three opportunities and three challenges. Use outside references to back your claims. Use the information within the tables, provided within the instructions and within this template, to help validate your point of view.

Opportunities:

1.  Provide narrative format

2.  Provide narrative format

3.  Provide narrative format

Challenges:

1.  Provide narrative format

2.  Provide narrative format

3.  Provide narrative format

Are there differences regarding how you would market to this group online vs. mobile marketing? Explain.

Question Two: Use the information provided in Tables A, B, C, D, and E, to develop an overall marketing strategy for targeting the Hispanic market.  Select your own organization (must be a real company). The strategy you are proposing will relate to the organization you selected. Use the data within the tables to provide support and for your proposed strategy.  Explain how the organization you selected will benefit from your proposal.

Question Three: Use the same organization you selected above to develop an advertising campaign including:

·  Overall positioning strategy and core theme

Response

·  Key advertising points

Response

·  Visual elements (attach a minimum of two examples of visual element you believe would be similar to what it is you are proposing.

Response

·  Key media outlets

Response

Conclusion: (provide wrap up)

Discuss on important BUSINESS DECISIONS

  1. Problem 1.2: What mechanisms are in place to guide the identification, measurement, categorization, and communication of information to stakeholders and users? Discuss differences between users and stakeholders.
  2. Problem 1.4: What is the purpose of financial statements? Would you want to produce them even if they were not required, say, for entity tax reporting?
  3. Problem 1.11: How might the market value of a firm differ from its intrinsic value?
  4. Problem 1.16: Why are most engineers likely to have experience with deterministic risk and not probabilistic risk?

100 words for each question

  1. Problem 1.2: What mechanisms are in place to guide the identification, measurement, categorization, and communication of information to stakeholders and users? Discuss differences between users and stakeholders.
  2. Problem 1.4: What is the purpose of financial statements? Would you want to produce them even if they were not required, say, for entity tax reporting?
  3. Problem 1.11: How might the market value of a firm differ from its intrinsic value?
  4. Problem 1.16: Why are most engineers likely to have experience with deterministic risk and not probabilistic risk?

100 words for each question

Discuss Marketing Business To Business

 Read Chapters Three and Four in the textbook and watch the lectures for this module.

·  Respond to this assignment with a single-spaced, typed document. Most well-thought out responses require at least one full page.

Module 2 Assignment:

1.  Evaluate this statement: Large customers tend to be either the most or least profitable in the customer base of a business-to-business firm.

2.  Why is the cost of serving a long-standing customer far less than the cost of acquiring a new customer?

3.  Sara Lee Corporation derives more than $1.5 billion of sales each year from the institutional market (for example, hospitals, schools, and restaurants). Explain how a firm such as Sara Lee or General Mills might apply the concept of market segmentation to the institutional market. In other words, how would you segment the institutional market if you were Sara Lee?

Discuss on International Marketing

Discuss on International Marketing

What should be the primary pricing objectives for the companies at the top of the list in Tables 11.8? Would the objectives differ for companies 15-20? Why or why not ?

2- Which price setting approach best matches the international airline industry ?

3- How might pricing systems vary from Europe among airlines in Asia, the Far East, and the United States, or would they remain basically the same? Explain your answer

What should be the primary pricing objectives for the companies at the top of the list in Tables 11.8? Would the objectives differ for companies 15-20? Why or why not ?

2- Which price setting approach best matches the international airline industry ?

3- How might pricing systems vary from Europe among airlines in Asia, the Far East, and the United States, or would they remain basically the same? Explain your answer

Discuss the International Marketing Communication process

Your response can be more than 500 words per scenario.

You can use concepts from chapter 4 to support your position.

Scenario # 1 : Wholesome Hamburger Company  500 word minimum

Suppose you work for the Wholesome Hamburger Company. You own 100 fast food restaurants in California. There is a big drought and people are being told to use less water.

You know that it takes:

1,800 gallons of water to produce one pound of beef,
12 gallons of water to produce a head of lettuce,
2 gallons for one walnut, and
468 gallons of water to produce a pound of chicken.

You discuss this with the executives in your firm and they tell you that the way water is allocated by government, the company does not incur any additional expense: water will remain very cheap for business. The head of the company is soliciting ideas for its strategic plan for the future.

What is the ethical dilemma or issue?

What are the alternatives or possible courses of action? Identify at least 3 alternatives.

What are your recommendations?  In other words, of the several alternatives you identified, what do you think the company should do?

What is your rationale for your recommendations?  In other words, why do you recommend this course of action?

 Scenario # 2 : Chicken International Group   500 word minimum

You are the CEO of a chicken-processing company. The Vice President of marketing informs you that if you label your chicken as “free range” you can charge 20% more and greatly improve profit margins.

You find out that all that needs to be done to legally use the term “free range” is to open the door to the hen house for 5 minutes a day. This provides the chickens with access to the outdoors when, in fact, very few chickens will wander out when the door is open for 5 minutes. Moreover, the term “free range” may be used regardless of space per chicken, number of chickens, or amount of time spent outside.

What is the ethical dilemma or issue?

What are the alternatives or possible courses of action? Identify at least 3 alternatives.

What are your recommendations?  In other words, of the several alternatives you identified, what do you think the company should do?

What is your rationale for your recommendations?  In other words, why do you recommend this course of action?

Outline the three major considerations in price setting

Question 1.1. The three major considerations in price setting are: costs set the floor price; ________; and customers’ assessment of unique features establishes the price ceiling. (Points : 5)

[removed] competitors’ prices and the price of substitutes provide an orientation point
[removed] competitors’ prices establishes a “target price” goal
[removed] the price of substitutes establishes a “target price”
[removed] the price of competitors and substitutes does not enter into the pricing considerations.
[removed] none of the above

 

Question 2.2. In deciding on the method or means of transportation, shippers consider such criteria as speed, frequency, ________, capability, availability, traceability, and costs. (Points : 5)

[removed] air versus ground
[removed] gypsy truckers
[removed] dependability
[removed] branded name truckers
[removed] costs per mile

 

Question 3.3. ________ involves planning the infrastructure to meet demand, then implementing and controlling the physical flows of materials and final goods from points of origin to points of use, to meet customer requirements at a profit. (Points : 5)

[removed] Market logistics
[removed] Supply chain management
[removed] SCM
[removed] Integrated logistics systems
[removed] None of the above

 

Question 4.4. One of the advantages of corporate retailing is that corporate retail organizations achieve economies of scale, greater purchasing power, and ________. (Points : 5)

[removed] wider brand recognition
[removed] more locations
[removed] branded merchandise
[removed] “fresh” merchandise
[removed] more advertising

 

Question 5.5. A ________ channel consists of a manufacturer selling directly to the final customer. (Points : 5)

[removed] three-level
[removed] two-level
[removed] zero-level
[removed] multiple-level
[removed] one-level

 

Question 6.6. With ________, the company does not need to worry about too many outlets; it can gain adequate market coverage with more control and less cost that intensive distribution. (Points : 5)

[removed] selective distribution
[removed] normal distribution
[removed] extensive distribution
[removed] random distribution
[removed] exclusive distribution

 

Question 7.7. In one type of ________, the auctioneer announces a high price for a product and then slowly decreases the price until a bidder accepts the price. (Points : 5)

[removed] ascending auction
[removed] English auction
[removed] sealed-bid auction
[removed] going-rate auction
[removed] Dutch auction

 

Question 8.8. A ________ strategy involves the manufacturer using its sales force and trade promotion money to induce intermediaries to carry, promote, and sell the product to end users. (Points : 5)

[removed] push
[removed] pull
[removed] promote
[removed] provide
[removed] none of the above

 

Question 9.9. The most elementary pricing method is to add a standard ________ to the product’s cost. (Points : 5)

[removed] target margin
[removed] target price
[removed] markup
[removed] margin
[removed] target-return

 

Question 10.10. The five types of power available to the producer to elicit cooperation from channel members includes all of the following EXCEPT ________ power. (Points : 5)

[removed] expert
[removed] position
[removed] coercive
[removed] referent

Open End Questions on Marketing

1. (TCO 1) Briefly explain how marketers play a significant role in our view of the world and how we live in it. Give a specific example. (Points : 25)

 

 

 

Question 2.

2. (TCO 2) Describe the Asian-American ethnic subcultural group, demographically and by lifestyle, noting significant consumer characteristics. (Points : 25)

 

 

 

Question 3.

3. (TCO 3) Of the four conflicts that characterize teenagers, which would be more of an issue in Asian societies where conformity is highly valued? (Points : 25)

 

 

 

Question 4.

4. (TCO 4) Explain the means-end chain model. Give an example to demonstrate how the process might work. (Points : 25)

 

 

 

Question 5.

5. (TCO 5) Research has shown Kinsei engineering can be an effective way to design products. Explain how Kinsei engineering works and provide an illustration that demonstrates your understanding. (Points : 25)

 

 

 

Question 6.

6. (TCO 6) Who in a working-class family typically plays the role of the family financial officer? Use income, education, and length of marriage to discuss when this officer will become more likely to use syncratic decision making. (Points : 25)

 

 

 

Question 7.

7. (TCO 7) Retail stores put a number of items on the aisles leading to the checkout station. These are placed there to remind customers of things they may have overlooked, or to show products that customers may not have thought of buying until they are seen. Retailers know that some items are purchased on impulse. In other words, the customer simply sees a product and purchases it. Create a fourth hierarchy of effects that would combine the three components of the ABC model when a product is selected on impulse. (Points : 25)

 

 

 

Question 8.

8. (TCO 8) A woman who was raised on Kate Moss images of women, played with Barbie dolls while growing up, and watched her share of TV was overheard outside of a theater that was playing the Marilyn Monroe classic Gentlemen Prefer Blondes. The woman said, “I didn’t know Marilyn Monroe was so large and fat.” Her female friend disagreed and said, “Marilyn Monroe is a classic icon of beauty.” Discuss this interchange in terms of ideals of beauty. (Points : 25)