...1. Explain the use of SMART goals in a Marketing Communications Plan. Provide an example of a SMART goal. The SMART concept is a test or filter which you can use to assess the quality of measures. When setting future objectives for marketing such as in a marketing plan it’s useful to look hard at each measure and ask Specific – The goal is focusing on one precise area Measurable – The progress of the goal can be quantified in some way Attainable – The goal should be reachable for your level of skill Realistic – The goal can reasonably be achieved given your resources Time-Bound - There is a specific amount of time in which results should be achieved 2. Explain how Marketing Communications is different from Marketing. What is Integrated Marketing Communications? Marketing is a broad organizational function that encompasses: price, product, place and promotion. Marketing Communication is the way to explain these parts of marketing. 3. What are the three ways to determine a marketing communications budget? Explain each method. The three different ways to determine a marketing communications budget: percentage-of-sales, competitive parity, and objective-and-task methods. 4. Explain the six steps in the Hierarchy of Effects Model. The six steps are as follows: Awareness The customer becomes aware of the product through advertising...
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...Case Study for Designing Channel Systems Cardenas Mike Lawrence BSBA MM 3-1 Submitted to: Ms. Anna Corina G. Kagaoan Introduction Business paper was initially presented more than 100 years prior, when New York vendors started to undercut their term commitments to merchants that went about as go betweens. These merchants would buy the notes at a rebate from their standard worth and after that pass them on to banks or different financial specialists. The borrower would then reimburse the speculator a sum equivalent to the standard estimation of the note.Marcus Goldman of Goldman Sachs was the primary merchant in the currency business sector to buy business paper, and his organization got to be one of the greatest business paper merchants in America taking after the Civil War. The Federal Reserve additionally started exchanging business paper alongside treasury bills from that time until World War II to raise or lower the level of financial stores coursing among banks.After the war, business paper started to be issued by a developing number of organizations, and in the long run it turned into the head obligation instrument in the currency market. A lot of this development was encouraged by the ascent of the shopper acknowledge industry, the same number of Mastercard backers would give cardholder offices and administrations to traders utilizing cash produced from business paper. The card backers would then buy the receivables put on the cards by clients from these dealers...
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...experience with customer service or sales support as Sales Executive. * Designed an integrated retail management system for sales, inventory control and reporting which has the capability to increase the Sales figures rapidly. * Managed the inventory of the company's marketing materials, brochures and product samples efficiently. * Did Internship in SOACAM Private Distributors, and learned key skills of sales and marketing. * Experienced in performing a variety of clerical and administrative activities to support the Products sales staff. * Experienced in ensuring the smooth flow of information and follow up for existing and prospective customers * Goal oriented, energetic and highly motivated sales Professional with excellent sales and business development skills. * Experience of managing sales and business development for the organization. * Ability to meet target, generates business, perform post sales activity as well as reduce costs. * Work in competitive environment and identify new business opportunities in the market. Key Skills * Prior experience in Sales. * Strong public relations skills. * Ability to effectively identify, analyze and solve problems. * Ability to plan, organize and prioritize work. * Ability to use sound judgment in decision-making. *...
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...Unit 4 Chapter 5 : Viral Marketing What is Viral Marketing? Viral marketing; simply the literal meaning is explains it all. Similar to “word-of-mouth”(Unit 4 Chapter 4), this marketing technique diffuses almost instantaneously. However, unlike “word-of-mouth”, Viral Marketing is mainly spread electronically, through web based technologies such as emails and social networking sites. It is safe to say that “word-of mouth” marketing is the most powerful marketing strategy. This viral strategy utilizes web based technologies to ensure that their product or service is being promoted. The classical example of a successful Viral Marketing strategy is Microsoft's Hotmail.com. At the early stages of its product life cycle, any message sent from a user contained an ad for MSN as well as a web link at the bottom of the message. Any message sent to family and friends was promoting the use of Hotmail, especially to those individuals using alternate emailing services. Anyone who received messages from Hotmail users could simply click the link and “Sign up for FREE!”. As emails were being sent, the link to sign up for Hotmail.com went viral, and the buzz of this product was passed to different individuals and social groups around the world. Within the first year, Microsoft attracted over 15 million users, today there are over 300 millions users globally. |EXAM TIP: ...
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...execution are essential requirements for employees. To improve this already-functioning area, I would suggest reinforcing and strengthening the effectiveness of the workflow and job analyses, which are collective assessments conducted by the managers within a company’s respective divisions and departments (Jones, 2007). By tightening up this phase of recruitment and selection, a company will not only save time, but also reduce the overall cost of the undertaking. With this process, attracting the most suitable applicants is the desired result; therefore, composing the job-description and job-specifications flyer (or brochure) should consist of careful consideration for conciseness, specificity, and brevity. When the time comes to promulgate the company’s intent to recruit, utilizing cost-effective forms of advertisement can save the company money and yield appropriate applicants. Researching and developing a plan similar to a formal marketing campaign may benefit this process tremendously; this could even allow the use of Internet for broadcasting the company’s objective of recruiting prospective employees. The Internet has become so ubiquitous that even the screening process can be cost-effective while still efficient. With the performance-appraisal component functioning normally, a way to improve this process is avoiding criticism of an employee’s general approach, and focusing, instead, on specific issues and hiccups (Jones, 2007). Discouraged workers can fundamentally putrefy...
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...If you want to identify how to write a business essay with subjects like Finance, Marketing, Management and others, certain guidelines may help you in developing the essay which is perceptive, coherent and credible. The most significant considerations about how to write a business essay are that it provides related content as well as its opinions being supported with qualified examples or references. Some other important factors about how to write a business essay include management, design and usage of the suitable language. Breaking the procedure of how to write a business essay into different phases makes it less daunting and ensures that you cover all the angles. Prior to writing you business essay, you should: 1. Study the Essay Question: Determine exactly what the title or essay question is requesting you to deal with. Examine any particular wording for exercises and the approach that you need to take. The keywords that appear often in the business questions incorporate ‘analyse’, ‘illustrate’, ‘discuss’, ‘describe’, ‘compare’, ‘interpret’, ‘criticise’, ‘examine’, ‘review’, or ‘explain’. The question like ‘observe how use of the Internet could impact on the Marketing Mix for the organization’ might engage an exhaustive presentation of issues as well as an investigation for its implications. The topic implies ‘discussing’, so you will need to review the key arguments and provide reasons for as well as against. In this case, compose your individual essay question;...
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...Executing A Customer Relationship Management (CRM) System for Improved Sales and Customer Relations Managerial Applications of Information Technology – MIS-535-18378 Keller Graduate School of Management February 22, 2015 Abstract Review of Albright, Inc. customer service sales systems indicated that the company’s sales are down due to the lack of efficient databases to understand the customer life cycle. Albright, Inc. sales religious interdenominational Christian publications through customer service telephone centers and retail outlets. Customer interactions and data sales are recorded through several systems that are not integrated and are difficult for the sales force to access. The company is in need of a solution to increase sales revenue with declining sales and expand it market presence. A database system is needed that will help to analyze relevant customer data quickly for increased sales opportunities. This will also provide a competitive position in the market place for a larger share of the market. After careful review of stated requirements three Customer Relationship Management (CRM) vendor systems are being suggested based on analysis of the cost and benefits to be achieved with automating the customer sales processes for both the customer service center and retail outlets. The key strategic factors that will impact Albright, Inc. future sales growth and market presence is a robust system that will streamline...
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...1. What communication type avoids conflict and focuses on facts and details rather than the big picture? They may be perceived by others as unemotional and nonchalant. • Argumentatives • Sympathetics • Systematics • Directs 2. A criticism of social media is that it • is only available to the media savvy. • contributes to the decline in writing and language skills. • leads to separation of the haves and have-nots. • leads to information overload 3. In Korean culture, a business deal is dependent on contractual information as well as how the parties perceive each other’s values and ethics. According to Edmund Hall, this behavior exhibits the theory of • proxemics • low-context cultures • Ethno-centricism • high-context cultures 4. Your supervisor sends you an e-mail requesting an article for the employee newsletter about company loyalty. You write the article featuring customers who are brand loyal. Later, your supervisor criticizes you for not writing about the topic that he requested. After a face-to-face meeting, you realize that he wanted you to write about employee loyalty. This is an example of what type of noise? • Unwanted • External • Semantic • Internal Want more details? Download now COM 537 Final Exam 5. The head of the holiday party committee at your office is trying to set a location for the event. The committee chairperson announces three choices for members to vote on. When Erin hears that the Boar’s Tavern is one of the choices, her...
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...Managerial Communication Effective Business Writing and Speaking Ninth Edition Mary Munter Tuck School of Business Dartmouth College Prentice Hall Boston Columbus Indianapolis New York San Francisco Upper Saddle River Amsterdam Cape Town Dubai London Madrid Milan Munich Paris Montreal Toronto Delhi Mexico City Sao Paulo Sydney Hong Kong Seoul Singapore Taipei Tokyo Library of Congress Cataloging-in-Publication Data Catalogue in Publication data available from the Library of Congress Editorial Director: Sally Yagan Editor in Chief: Eric Svendsen Acquisitions Editor: James Heine Director of Editorial Services: Ashley Santora Editorial Project Manager: Karin Williams Director of Marketing: Patrice Lumumba Jones Marketing Manager: Nikki Ayana Jones Marketing Assistant: Ian Gold Managing Editor: Central Publishing Project Manager: Debbie Ryan Production Project Manager: Clara Bartunek Creative Director: Jayne Conte Cover Designer: Karen Salzbach Cover Art: Getty Images, Inc. Media Editor: Denise Vaughn Media Project Manager: Lisa Rinaldi Full-Service Project Management: Aparna Yellai/PreMediaGlobal Composition: PreMediaGlobal Printer/Binder: Edwards Brothers Annex Cover Printer: Lehigh Phoenix Color Text Font: 10.5/12 Times New Roman Credits and acknowledgments borrowed from other sources and reproduced, with permission, in this textbook appear on appropriate page within the text. Copyright © 2012, 2009, 2006, 2003, 2000. Mary Munter...
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...MARKETING PLAN OF SELECTA ICE CREAM I – EXECUTIVE SUMMARY Selecta’s humble beginnings can be traced to the Arce family’s ice cream parlor in Manila in 1948. Its ice cream was well-known for its creaminess, authentic flavours, and unique gold can packaging—qualities that remained throughout the years. In 1990, RFM Corporation bought Selecta from the Arce family to form Selecta Dairy Products, Inc. Known for its sharp entrepreneurship, RFM catapulted the rise of Selecta as a serious contender in the ice cream market always ahead in product innovations by creating new and exciting flavours like Cookies and Cream, Halo Halo, Ube Macapuno, and Chocolate Almond Fudge, and supported by heart-warming media campaigns that depict Selecta as an ice cream that creates family bonding moments. In 1997, Selecta became the market leader in the Philippine capital, which accounted for 60% of the nation’s ice cream consumption. In 1999, to complement its frozen novelties category and strengthen itself for competition, RFM teamed up with Unilever, the largest ice cream company in the world to form Selecta Walls Incorporated. The joint-venture proved to be a success and in 2000, Selecta defeats competition to become the national ice cream leader. And that has been the story since with its passion for exceeding the expectations of consumers, unwavering dedication to quality, and unrelenting quest to improve itself through its innovations, Selecta or Unilever RFM Ice Cream, Inc....
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...Kellogg’s Company Mark Brown II SNHU Professor Joshua Gomez Abstract Kellogg’s company as a whole is a great company to work for. Their values and mission are some of the best and are widely looked after by all employees. Kellogg’s is a company that strives to succeed not only with the company, but also with its customers. They are always looking for ways to improve their product and also looking for ways to expand their products. With this being said they look for the best employees and best stores to carry their products. It covers the three main types of employee performance appraisal 360-degree feedback, management by objectives, and ratings scale. The design of performance appraisals have the likeliness to influence professional progression, succession preparation, organizational training and development, retention, entire compensation and other key human capital benefit investment programs. The vision of the Kellogg’s company is “To enrich and delight the world through foods and brands that matter” (kelloggcompany.com). Kellogg’s company has been around since February 19th, 1906. It reaches out to not only adults, but children as well. Whether you like Rice Krispies, Frosted Flakes, or you might not even be a cereal person, Kellogg’s has your favorite foods. Again their vision says “To enrich and delight the world through foods and brands that matter” (kelloggcompany.com). If you are familiar with the products of Kellogg’s, then you know that they do take pride in...
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...Table of Contents QUESTION 1 2 Promotional Strategy 2 Payless Segmentation 2 Payless Targeting 3 Payless Marketing Communication 3 Payless Advertising – Our mass media approach to promotion & advertising 3 Payless Sales Promotion – Our price / money related communications 4 Payless Publicity & Public Relations - Using the Press to Our advantage 5 Payless Personal Selling – Our one - one communication with Consumers 5 Payless Direct Marketing - Taking our message directly to the consumer 5 Payless Digital Marketing – Our new channels of reaching consumers 5 Payless Positioning & Messaging 6 QUESTION 2 7 1. Advertising Target 7 2. Advertising Objectives 7 a. Increasing Sales and Profits 7 b. Reminder Advertising 8 c. Follow-Up 8 3. Advertising Budget 9 4. Advertising Message 9 5. Media Plan 10 6. Advertisements 11 a. TV Ads 11 b. Website 12 c. Radio Ads 12 d. Newspaper Ads 13 7. Proposed Evaluation (Pre-Test & Post-Testing) 14 QUESTION 1 Promotional Strategy This is element of a firm's decision-making concerned with choosing the most appropriate mix of advertising, sales promotion, personal selling and publicity for communication with its target market. In order to develop a promotional strategy deciding on a marketing communications strategy is one primary role of the marketing manager and this process involves some key decisions about who the customer is, how to contact the consumers, and...
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...explain the role and functions of advertising. What is Advertising? It is a monetary and non-monetary form of persuading the audience through communication that uses: “Non-personal mass media – as well as other forms of interactive communication – to reach mass audiences to connect an identified sponsor with a target audience” (Wells, Moriarty, and Burnett) If firms want to gain and increase sales and profits, they will have to be communicated to the customers. A total marketing communication program is called “promotion mix”. One of its key components is advertising. Before firms begin this step in ‘promotional mix’ business must understand the important relationship between the product and the market place. {Advertising is the most important element of promotion, which is a key component of the Marketing Mix.} What is Marketing Mix? This is one of the most famous marketing terms when studying Marketing and Advertising. “The marketing mix is the set of controllable tactical marketing tools. That considers the the 4P’s. * Product * Price * Place * Promotion This is what firm blends to produce the response it wants in the target market”. {Kotler and Armstrong (2010)} What is the right promotional mix? Business need to see how products or services are presented to customers. Their main criteria to check on is, personal selling, sales promotion, public relations and advertising. The role and functions of Advertising; The roles and...
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...extra issues for what's to come. Compelling administration will offer you benefit as much as possible from the open doors, some assistance with creating practical development for what's to come. 1. staying aware of the business sector 2. Planning ahead 3. Cash flow and financial management 4... Critical thinking 5. The right system 6. Skills and attitude 7. Welcoming change How technology has changed workplace communication It’s been a common lament among business people dissatisfied with the technology that has become the norm in their daily lives. Instead, today’s communication depends on conference calls and emails chains that make it challenging to get to know your partners. Regularly revisiting and updating your business plan can help remind you of the changing market conditions and the need to respond to them. But with so many workers worldwide now working in virtual teams, many business relationships do...
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...Strategic Choice and Evaluation Paper University of Phoenix STR/581 Strategic Choice and Evaluation Organizational leaders and analysts develop business strategies to ensure that the organization is successful and operates to its full potential. Several factors have a significant impact on an organization’s success and its profitability. However, these factors are not solely based on finances. Some factors that will have a significant impact on the organizational strategic approach include organizational structure, organizational culture, and the leadership strategies chosen. In addition, organizational leaders and analysts seek to improve business processes and its related costs, improve customer satisfaction by improving product or service quality, and maintain a competitive advantage when compared to organizations offering the same or similar products and services. Businesses create competitive advantages when compared to its competitors because their product or service quality is highly distinguished from its competitors within the same market segment. Another factor that has a significant impact on the organization’s competitive advantage is the business’s cost structure (Pearce & Robinson, 2011). Merck & Co. is a pharmaceutical company that manufactures pharmaceutical prescription drugs for patients diagnosed with a variety of diseases. This organization is a scientific research-based organization. Therefore, to ensure the organization grows to its full...
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