...Wk5-Checkpoint 1. What is the difference between a push marketing strategy and a pull marketing strategy? Explain how each of these strategies work. Push marketing strategy is putting in use the manufacturer’s sales force, trade promotion money, or other means to induce intermediaries to carry, promote, and sell the product to end users. Appropriate when there is a low brand loyalty in a category and the product is an impulse item. In the pull strategy the manufacturer uses advertising, promotion, and other forms of communication to persuade consumers to demand the product from the stores, thus inducing the stores to order it. Appropriate when there is high brand loyalty and high involvement in the category. 2. Describe channel conflict and provide an example. Channel conflict is generated when one channel member’s actions prevent another channel from achieving its goal. There can be a horizontal, a vertical, and a multi-channel conflict. An example of channel conflict is when Sony Manufacturer sells to discount retailers such as Wal Mart as well as independent electronic stores such as Ultimate Electronics. 3. What is a direct marketing channel? Please provide an example. A direct marketing channel consists of a manufacturer selling directly to the final customer. It includes catalogs, mailing, telemarketing, television direct-response marketing, electronic shopping, fax mail, e-mail, voice mail, blogs, and websites. Examples of this are shopping on Overstock...
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...Developing an Advertising Campaign Checkpoint -your name here- MKT/230 -university name- Developing an Advertising Campaign Checkpoint As companies’ marketers begin developing advertising campaigns, they need to begin with identifying their target audience. By understanding the potential customer’s way of thinking, their desires and preferences; it becomes easier to create a message they will likely understand and respond to. Geico creates spots for a wide range of target audience because of the nature of their business- car insurance. Most everyone drives and therefore needs insurance- young, old, gay or straight, man or woman. Setting message and budget objectives are the following step in developing an advertising campaign. Many times advertising aims for simply reminding consumers about a product or a brand, and other times its objective is to persuade or inform the audience about the newest product available on the market. Although advertising is expensive; media outlets such as television especially, but Geico uses quite a big percentage of its communication budget on heavy advertising. The third step of the process is designing the ads. Creative strategy along with knowing how to convey a message to consumers, is what it is all about. “The goal of an advertising campaign is to present a series of messages and repeat it to...
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...and Kevin. Marketing Management. 13 pg 14 ), this technique offers as profitable marketing strategy to retail stores. Value is important because it provides customer satisfaction. “Satisfaction reflects a person’s judgment of a product’s perceived performance in relationship to expectations” (Keller, Philip Kotler and Kevin. Marketing Management. 13 pg 14). 2. Question : (TCO A, B, C) How would you describe relationship marketing? Why are these relationships so important to successful marketing? Student Answer: The text defines relationship marketing as "building enduring relationships with people and organizations in order to earn and retain their businesses". Relationship marketing many benefits. It allows the business to build referrals, reduce marketing expenses and allows for company growth in a way that is aligned with the core customer needs. It helps the company focus on retaining their customers and keeping them satisfied which will in turn help build their marketing network and in turn build profitable business relationships with the companies and people in the network 3. Question : (TCO A, B, C) What are the similarities and differences between holistic marketing and integrated marketing communications? Student Answer: Holistic marketing recognizes the breadth and interdependencies of marketing program design, development, and implementation – “everything matters” in marketing. Integrated marketing communications...
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...Write an essay on ONE of the topics listed below: Recommended length: 5,000 words Submission date: 12 noon, Thursday Week 4 of Term 3 You are recommended to consult the following three Department documents when writing this essay: • Undergraduate Studies Handbook • Assessed-essay-writing guidelines • Essay-marking criteria for Options and Core Modules 1. ‘Zeugnisse guten Willens, zugleich aber wieder Dokumente der Ratlosigkeit’ (Günther Mahal). Discuss with reference to a representative selection of texts from the material in the collection Die Berliner Moderne, 1885-1914. 2. ‘Tatsächlich ist es die Erfahrung der Großstadt Berlin, die Konfrontation eines in der Provinz herangebildeten kleinbürgerlichen Bewußtseins mit der Hektik, der Unübersichtlichkeit, den Massenmenschen, dem Elend der industrialisierten Metropole, aus denen die Entstehung der künstlerischen Moderne, ihr unklarer und widersprüchlicher Charakter verstanden werden können.’ (Jürgen Schutte and Peter Sprengel). Discuss with reference to a representative selection of texts or visual material produced before 1930 that you have studied on the module. 3. ‘Die psychologische Grundlage, auf der der Typus großstädtischer Individualitäten sich erhebt, ist die Steigerung des Nervenlebens, die aus dem raschen und ununterbrochenen Wechsel äußerer und innerer Eindrücke hervorgeht.’ (Georg Simmel). Analyse the significance of Simmel’s essay ‘Die Großstädte und das Geistesleben’ of 1903 for an understanding...
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...The President's Proposal Strengthen border security and infrastructure. - Strengthens and improves infrastructure at ports of entry, facilitates public-private partnerships aimed at increasing investment in foreign visitor processing, and continues supporting the use of technologies that help to secure the land and maritime borders of the United States. Combat transnational crime. - Creates new criminal penalties dedicated to combating transnational criminal organizations that traffic in drugs, weapons, and money, and that smuggle people across the borders. It also expands the scope of current law to allow for the forfeiture of these organizations’ criminal tools and proceeds. Through this approach, we will bolster our efforts to deprive criminal enterprises, including those operating along the Southwest border, of their infrastructure and profits. Improve partnerships with border communities and law enforcement. - Expands our ability to work with our cross-border law enforcement partners. Community trust and cooperation are key to effective law enforcement. To this end, the U.S. Department of Homeland Security (DHS) will establish border community liaisons along the Southern and Northern borders to improve communication and collaboration with border communities, boost funding to tribal government partners to reduce illegal activity on tribal lands, and strengthen training on civil rights and civil liberties for DHS immigration officers. Crack down on criminal networks...
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...Testing Right Form 1. I [pic](be) born in 1944 during the war. 2. My parents [pic]( go) to the cinema yesterday and they hated the film. 3. Did you [pic](find) your course book? 4. What did you [pic](do) during your holidays in the Bahamas? 5. Van Gogh [pic]( draw) beautiful sketches before he painted them 6. The Berlin wall [pic]( fall) in 1989. 7. Why did you [pic]( break) this vase? 8. The Police [pic]( catch) the thieves in Paris near the Louvre. 9. At the restaurant Ben [pic](drink) white wine and ate sushis. 10. What did you [pic]( have) for breakfast? 11. Behind the door , he [pic]( hear) all the conversation. 12. When my father was twenty years old he [pic]( drive) a Lexus. 13. The boy felt angry because he [pic]( be) punished. 14. Two months ago he [pic]( fly) to Los Angeles. 15. Sorry Miss, I [pic]( forget) my book. 16. What did you [pic]( get) for Christmas? 17. Did you [pic](begin) the test at half past nine? 18. He didn't [pic]( hurt) the little boy. 19. The Police didn't [pic]( catch) the thieves. 20. The students never [pic](forget) their homework last week. Ans: I WAS(be) born in 1944 during the war. 2. My parents WENT( go) to the cinema yesterday and they hated the film. 3. Did you FIND(find) your course book? 4. What did you DO (do) during your holidays in the Bahamas? 5. Van Gogh DREW ( draw) beautiful sketches before he painted them 6. The Berlin wall FELL ( fall) in 1989. 7. Why did you BREAK ( break) this vase...
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...Lives in Fences Fences are built to keep life in order, on track and simple. Such as “The Berlin Wall was a concrete barrier that separated West Berlin from East Berlin throughout much of the cold war.” The Berlin Wall was built up to keep two sides separated from conflict, but eventually the two sides overcame that. The Berlin wall was once necessary, but as time went by and the world evolved, so did the people and eventually came down. There will always be fences built up in our lives, but that doesn’t always mean they need to be a barrier and are necessary. There are times when barriers crucial and keeps everyone orderly. In Robert Frosts poem, he repeats “Good fences make good neighbors”. (“Mending Wall”46) Fences are the comfort zones for all people, its their own little privacy. It also could be very crucial in getting along with other because as long as we all have that barrier no conflicts will arise.Robert introduces differences, “He is all pine and I am apple orchard”. (“Mending Wall” 24) Two totally different concept, a pine an an apple, one sweet and one sharp. This is a crucial time to have to have a fence for if they were to cross in each others path it will easily not end well for the differences are so enormous. Fences are always built up to keep something in; whether it be a way of life or simply to avoid conflict. There also comes a time when a barrier is no longer necessary. Robert Frost says, “But here there are no cows. Before I built a wall I’d...
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..."SHARE THIS INFORMATION FIRST AND READ AFTERWARDS.....SAVE LIFE Share this as much as you can. "10000 times stronger killer of CANCER than Chemo".. do share it.. can save many lives, fill up hopes and build confidence in the patients... The Sour Sop or the fruit from the graviola tree is a miraculous natural cancer cell killer 10,000 times stronger than Chemo. Why are we not aware of this? Its because some big corporation want to make back their money spent on years of research by trying to make a synthetic version of it for sale. So, since you know it now you can help a friend in need by letting him know or just drink some sour sop juice yourself as prevention from time to time. The taste is not bad after all. It’s completely natural and definitely has no side effects. If you have the space, plant one in your garden. The other parts of the tree are also useful. The next time you have a fruit juice, ask for a sour sop. How many people died in vain while this billion-dollar drug maker concealed the secret of the miraculous Graviola tree? This tree is low and is called graviola ! in Brazi l, guanabana in Spanish and has the uninspiring name “soursop” in English. The fruit is very large and the subacid sweet white pulp is eaten out of hand or, more commonly, used to make fruit drinks, sherbets and such. The principal interest in this plant is because of its strong anti-cancer effects. Although it is effective for a number of medical conditions, it is its...
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...Sales & Marketing Plan for IQPC Analyze the current market and situation for your products. Review what current marketing efforts are generating sales and what efforts are lagging. Look at your competitor's marketing strategy and advertising and determine the best methods of gaining a competitive advantage and market share Design specific objectives that you want to achieve that will generate sales. Place them in your marketing plan along with specific dates for milestone achievements needed to achieve the objectives you outline. Consider specific sales goals, product changes and advertising strategies. By building in checkpoints and specific objectives, you create a chart for success and rallying points to spur employee excitement Create programs and plans to meet each objective you propose. Make these programs specific and detailed, but allow room for management changes during implementation. Consider creating new marketing messaging, changing product packaging, increasing distribution channels and creating new advertising campaigns. Be realistic with your programs and tie each plan to your objectives for maximum benefit Draft a budget that accounts for all costs needed to achieve your objectives and plans. Use specific figures whenever possible and estimate costs where you do not have specific information. Provide justification for spending and provide ROI (return on investment) analysis figures to back up your rationale. The goal is to obtain full funding for your...
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...Week 2 Checkpoint MM522 1. Question : (TCO A, B, C) Describe a value proposition and provide an example. How important is value to the consumer? Answer: (Chapter 1, p. 13) A value proposition is a set of benefits that companies offer to customers to satisfy their needs. An intangible value proposition can be made tangible by offering a combination of products, services, information, and purchasing experiences. 2. Question : (TCO A, B, C) How would you describe relationship marketing? Why are these relationships so important to successful marketing? Answer: (Chapter 1, pp. 20–22) Relationship marketing aims to build mutually satisfying long-term relationships with key constituents (consumers, employees, marketing partners, and members of the financial community) in order to earn and keep their business. It is important to recognize the need to create prosperity for all these constituents and balance the returns for all key stakeholders. 3. Question : (TCO A, B, C) What are the similarities and differences between holistic marketing and integrated marketing communications? Answer: (Chapter 1, pp. 19–22) Holistic marketing recognizes the breadth and interdependencies of marketing program design, development, and implementation – “everything matters” in marketing. Integrated marketing communications recognizes the added value of a comprehensive marketing plan. A marketers’ task is to create marketing activities and assemble fully integrated marketing programs...
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...Axia College Material Appendix G Week Three CheckPoint Employee Involvement Program Formulate an employee involvement program that will engage and inspire Auction-Off.com employees. You may choose among four types of programs: participative management, representative participation, quality circles, or employee stock ownership plans. Explain why you selected the program you did, and how you think it will benefit Auction-Off.com and its employees. Program Description: Employees will be given the advantage to participate in an employee stock ownership plan. This plan will help participants stay focused on the company’s performance and share price appreciation. Because employees benefit from this they will be encouraged to be productive. The company will do its part by keeping shareholders posted on the company’s status, and consider any recommendations they should have to improve business relations. Employee Recognition Program Formulate an employee recognition program that will reward high-performing Auction-Off.com employees. Suggest individual, team, and company-based recognition methods. Explain why you created the program you did, and how you think it will benefit Auction-Off.com and its employees. Program Description: Each department should be evaluated to see its greatest needs of recognition. For individual recognition praise something the employee has done well, identifying the specific actions found admirable; regularly say “thank you”. Teams need...
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...head: MARKETING & CUSTOMER RELATIONSHIP CONCEPT WORKSHEET Marketing & Customer Relationship Concept Worksheet University of Phoenix Dr. Ron Morritt MBA 570 May 24, 2008 |A: Concept |B: Application of Concept in Scenario |C: Citation of Concept in|D: Personal Experience in your| | | |Reading |Organization | |Key external trends such as |The customer research TeraTech |“The social forces of the |Every year Curves solicits | |Social Forces through the study |commissioned revealed distinct demographic|environment include the |feedback through focus groups, | |of Demographics |differences between customers who approve |demographic |surveys and face-to-face | | |of TeraTech’s services and those who do |characteristics of the |interviews in order to find out| | |not. By using the information it has |population and its values.|what population of women are | | |acquired, the company can focus corrective|Changes in these forces |interested in Curves but have | | |action, future product development, and |can have a dramatic impact|not yet joined. The corporate | | |marketing on the...
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...customer and organizational requirements. These key activities are: * To understand- the client’s business and needs and confirm the reason for why the client wants to act. IBM does this through client value approach planning, cross band opportunity planning and identifying any complexities. * Explore- options and approach in order to develop the clients perception of IBM’s value proposition. IBM does this through conducting value driven proposals, standard solution approaches, and client management. * Develop- and agree to client solutions in order to confirm that the clients delivery expectations are being met. IBM does this through using a standard solution design process, end to end delivery ownership, aligned quality checkpoints, end to end risk management and client value deal management. * Implement- Client solution to confirm that the delivery expectations have been met. IBM does this using existing delivery methodologies, delivery issues- single point contact, delivery insight reviews, teams, and delivery rewards and recognition. * Confirm- client value and experience to confirm the use as intended by the client, this is done by using ‘client value assessments’ such as transaction and relationship surveys as well as a client care program. IBM believes that by implementing an end to end method such as this and analyzing the buying behaviors of their customers they will be able to develop and implement value creation and thus create value for the...
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...Molson Canada: Social Media Marketing K603 Table of Contents Executive Summary……………………………………………………………... I. Key Issues……………………………………………………………………... II. Analysis………………………………………………………………………. III. Alternatives & Recommendation……………………………………………. IV. Implementation……………………………………………………………… 2 3 4 7 9 References………………………………………………………………………... 16 1 Executive Summary Molson Canada has been facing negative reactions their recent social media marketing initiative, Cold Shots Campus Challenge. Parties claimed that this Facebook contest promoted irresponsible drinking behaviours among university students. As a result, Molson pulled the contest one week before the scheduled deadline. Now, Molson must evaluate the use of social media, specifically Facebook, in its marketing strategy. The available alternatives are to revamp the Facebook initiative, to focus on static webpages or to focus on traditional marketing strategies. The recommendation is to revamp the Facebook initiative over a period of three months with ongoing monitors and checkpoints. The projected cost of this recommendation is $75,500 initially, with recurrent annual costs of $36,000 per year. The advantage of this recommendation is that it can be easily expanded to include other types of social media, such as micro blogging, video sharing, photo sharing and online forums if the response to this project is positive. 2 I. Key Issues Molson Canada faces four key issues moving forward from November 2007. The...
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...Week 3 : The Power of the Brand - Checkpoint | | 1. (TCOs C, H) Describe customer perceived value, total customer benefit, and total customer cost. How do the total customer benefit and the total customer cost affect the consumer’s perception? Explain. (Points : 5)Total customer benefit(TCB) is the value the customer expects to see from the product, services and assets. Total customer cost(TCC) is the bundled expected cost to achieved the benefit. Customer perceived value(CPV) is the customer’s evaluation on difference between TCC and TCB compared to other alternatives. Basically, it is an evaluation to determine if the benefits are worth the cost. TCC and TCB greatly affect CPV because it will be the primary driver if the customer will see if the product or service as worth the cost. TCB must be perceived as equal or greater to the cost. | 2. (TCOs C, H) What are some of the ways that a business can attract and retain customers? (Points : 5) Launch marketing campaigns that attract a niche market. Kolter references a bank wanted to improve the drive through banking experience for the other people in the car. They began provide lollipops to children and doggie bisquits to dogs to improve the overall experience. Another example is providing a service that separates yourself from your competition. My bank just recently released an cell phone application that allows me to take a picture of checks and deposits them so I don’t have to go bank. This...
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