Reference no: EM132159098
1. Manufacturers and retailers partner together to increase the value of the products and services they sell to customers. These functions are classified as the four Ps of marketing: Product, Price, Place and Promotion.
Provide one example of how a manufacturer might work with a retailer to plan and to implement these four Ps.
What are some implications for global marketing?
Consider how you shop for products. How has the Internet changed the way you shop for some products?
2. Integrated Marketing Communications (IMC) help to move consumers through a "series of mental stages." Identity and briefly define the four stages in the AIDA Model.
Integrated Marketing Communications (IMC) strategies involve using the right media to deliver the right message.
Identify the six main elements or tools of IMC.
Select ONE element and give ONE example of how this element has targeted you as a consumer. For example, how has a Sales Promotion targeted you as a customer?
Integrated Marketing Communication strategy consists of several tools or elements: Advertising, personal selling, sales promotions, direct marketing, public relations, and electronic media. These components can be used alone or combined to communicate to customers.
Take each of the following situations. Identify which marketing communications tools or component(s) would be most appropriate. What tools should be avoided? You must explain and justify your decisions.
Selling fast food fried chicken in India.
Organizing a fund raising event for the Online ECPI campus.
Conducting a "stop smoking" campaign for high school seniors.
Electronic media has changed the way many of us shop. Explain how corporate blogs and social shopping can affect consumer behavior.
Search engine marketing (SEM) allows businesses to reach more customers. Explain what we mean by SEM and how we might use CTR to evaluate performance.
3. The overall goal of marketing communications (also known as promotion) is to reach a target audience and to affect the behavior of this audience. There are three major objectives of all advertising campaigns: to inform customers, to persuade customers and to remind customers.
Give an example of Persuasive Advertising that has prompted you to buy or use a product or service.
Give an example of Informative Advertising that has prompted you to purchase.
Select one of the advertisements featured in your textbook we use in this class. Explain and support your responses.
Give the page number and describe the advertisement.
What are the objectives of this ad?
Does the ad have more than one objective?
Explain what kind of appeal the ad uses.
Sales promotions or sales incentives prompt customers to buy a particular product or service. Promotions can be short term or long term. There are many different types of promotions or incentives. Identify two promotions or incentives that you have used within the last 6 months. Explain how this promotion or incentive prompted you to buy or use a product or service.