...Purpose & Value of Integrated Marketing Paper Priscilla Suero University of Phoenix – MKT 498 Delynn Byars September 10, 2012 Creating an awareness of a particular product or service is the fundamentally want marketing is intended for. The ability to communicate to potential and existing customers is the basis of marketing’s intentions. Integrated marketing is the coordination of all marketing tools within the marketing mix as it pertains to products, distributions systems and promotions. The goal of an integrated marketing system is to be able to have a strong presence and positive impact on consumers, businesses, and other end users (Clow & Baack, 2007). Materials such as direct marketing, one to one marketing and mass marketing are all strategies to enhance the effectiveness of a marketing plan. These marketing strategies can derive data the can be used in the development of a product or service, its distribution, customer relations and pricing. Presently, in the business world marketing is engulfed in an environment with trends that are constantly changing. The evolution of integrated marketing was unavoidable. For any business, integrated marketing is a need to keep up with the expansion of marketing channels via print, Internet, media, which all cannot be done without communication. Therefore, Integrated Marketing Communication (IMC) is the encompassing of all marketing tools, avenues, and sources within an organization into one program at a minimal...
Words: 794 - Pages: 4
...Walmart and Integrated Marketing Theresa Perrey MKT498/Integrated Marketing Strategies June 10, 2013 Heather Teague Integrated Marketing Integrated marketing in its most basic terms means to combine all forms of communication and messaging with regards to a product or service. Now this may seem simple but it can be very complex and requires a great deal of effort and time, however the pay off can be great. By creating an integrated marketing plan a company has the opportunity to build competitive advantage, increase sales and profits, while reducing time and stress, and saving money (Burgess, M. 2013). The purpose of integrated marketing is to wrap the messaging about a product or service around target audience and help them move through the range of stages within the buying process. When a company forms an integrated marketing plan it will concurrently combine the product image, develop a dialogue and nurture the relationship with the target audience (Burgess, M. 2013). The value found with integrated marketing is that it can assist companies with increasing its profits through enhanced effectiveness. Simply stated, a combined message has more impact than a disorganized heap of messages. In a flooded market, a constant, combined and clear message will have a better chance of driving through the 'noise' of countless commercial messages which barrage consumers on an everyday basis. Integrated marketing will connect brand messaging together that will give the target...
Words: 752 - Pages: 4
...Times, Rating: A MKT 498 Week 1 Individual Assignment Purpose and Value of Integrated Marketing Paper MKT 498 Week 1 DQ 1 MKT 498 Week 1 DQ 2 MKT 498 Week 1 DQ 3 MKT 498 Week 2 Individual Assignment Marketing Analysis Tools Table MKT 498 Week 2 DQ 1 MKT 498 Week 2 DQ 2 MKT 498 Week 2 DQ 3 MKT 498 Week 2 DQ 4 ----------------------------------------------- MKT 498 Final Exam Guide (UOP Course) For more course tutorials visit www.tutorialrank.com Tutorial Purchased: 4 Times, Rating: A Complete the Final Examination (50 questions in True/False, Multiple Choice, and Multiple Select format). Multiple Choice and Multiple Select Questions ----------------------------------------------- MKT 498 Week 1 Individual Assignment Purpose and Value of Integrated Marketing Paper (UOP Course) For more course tutorials visit www.tutorialrank.com Tutorial Purchased: 3 Times, Rating: A Write a 700- to 1,050-word paper in which you describe the purpose and value of integrated marketing. (2 points) In your paper, investigate an existing company and determine if the company has an integrated marketing campaign for one of the products or services they sell. Address the following in your paper: If the company has an integrated marketing plan, briefly describe it. What value does the IMC plan add? (6 points) ----------------------------------------------- MKT 498 Week 2 Individual Assignment Marketing Analysis Tools Table (UOP Course) For more course tutorials...
Words: 644 - Pages: 3
...The Sparkles Series Harley Davidson Organisation-led Integrated Marketing Angus Jenkinson Professor of Integrated Marketing Luton Business School angus.jenkinson@luton.ac.uk Branko Sain Research Fellow Luton Business School branko.sain@luton.ac.uk The Centre for Integrated Marketing has been funded by industry to research best practice and develop intellectual and other tools on behalf of leading marketers and their agencies. Anyone literate in Marketing is likely to respect the marketing achievement of Harley-Davidson in its marketing transformation from a no-hoper to one of the great brands of the Western world: an achievement that began not with agencies but with employees. $100 invested in Harley stock in 1986 was worth slightly more than $7,000 by the end of 1998 and the company continues to succeed. This was achieved by a revolution across the organisation centred everyone on re-invigorating the brand and its promise of value. Creating value is the name of the game The Harley Davidson transformation began with a company that was suffering. In the 10 years to 1983, Harley’s market share of the 850 CC plus motorcycle category had dropped from 80% to 23%. The company was haemorrhaging cash and profits. Staff were demoralised. The culture and environment was toxic. The first phase of the transformation involved rationalisation and tough command and control management. This was phase 1 management. It was not enough however to create success: for this positivity...
Words: 1917 - Pages: 8
...Integrated Marketing Communications Plan | [Company name] | | | | | Product name: | Click here to enter text. | Prepared by: | Click here to enter text. | Modified date: | 9/18/2008 | | | Table of Contents 1 Executive Overview 4 1.1 Scope of this Integrated Marketing Communications Plan 4 1.1.1 Marketing Objectives 4 1.2 Communications Objectives 4 1.3 Communications Strategies 4 1.4 Issues and Challenges 4 2 Situational Analysis 4 2.1 Product History 4 2.1.1 Product background 4 2.1.2 Current problems facing product 4 2.1.3 Past integrated marketing communications oR advertising themes 4 2.1.4 Past integrated marketing communications budgets 4 2.1.5 Past to present media spending 4 2.1.6 Current messaging 4 2.1.7 Customer trends 4 2.2 Current Marketing Situation 4 3 Target Audiences 4 3.1 Target Audience 4 3.2 Key Evaluation Criteria 4 3.3 Target Audience Profiles 4 3.3.1 Customer Profiles 4 3.3.2 Industry Analysts and Publications 4 4 Competition 4 4.1 Product Comparison 4 4.2 Barriers to Entry 4 4.3 Competitor Differentiation 4 4.4 Key Competitor Net Impressions and Messages 4 5 Branding and Messaging 4 5.1 Branding Architecture 4 5.2 Positioning Statement 4 5.3 Value Propositions 4 5.4 Major Messages 4 5.4.1 Major Messages for Customers 4 6 Communications Vehicles 4 6.1 Communications Process and Vehicles for Customers 4 7 Tactical Calendar 4 8 Budget 4 9 Metrics 4 ...
Words: 1635 - Pages: 7
...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 that create, communicate, and deliver value for consumers...
Words: 582 - Pages: 3
...McNeil Museum of Art Case Introduction The purpose of the McNeil Museum of Art (MMA) Integrated Marketing Plan is to increase the overall visibility and enhance the image of the museum. The museum’s purpose is to provide an inviting setting for the appreciation of art in its historical and cultural contexts for the benefit of this and successive generations of Fannel County citizens and visitors. The museum’s marketing efforts are meant to highlight the excellent artwork, history and education it has to offer its community as well as those who are willing to become historically literate. Marketing should be recognized as a central, core operating principle of the museum. According to the American Marketing Association (AMA), marketing is “an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholder”. Within the above definition of marketing is an affirmation of an integrated approach to marketing which enhances the museum’s image. Integrated marketing means applying a variety of communication and marketing strategies and efforts from various groups and/or departments across the museum. Marketing has the goal of managing lifetime relationships in ways that benefit the student/community member/donor and the institution. Goals The Board of Trustees has several goals for 2005 which inform the museum’s goals. • In order...
Words: 295 - Pages: 2
...1. Question : (TCO A, B, C) Describe a value proposition and provide an example. How important is value to the consumer? Student Answer: A value proposition is a set of benefits that a company offers. It is used to address and satisfy consumer needs. Since “value reflects the sum of perceived tangible and intangible benefits to customer” (Keller, Philip Kotler 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 ...
Words: 790 - Pages: 4
...INTEGRATED MARKETING COMMUNICATION DESIGN FOR XA COSMETICS BASED ON ANALYSIS OF SEGMENTING, TARGETING, AND POSITIONING IN BANDUNG By tikachu ABSTRACT The objective of marketing is recognizing product offered to customer. A producer must encode message about the product offered effectively because it will influence the effort in reaching objective of marketing itself. In other words, a producer must do marketing communication, which can be defined as means which is used by organization to inform, persuade, and remind customer (directly or indirectly) about the product offered (Kotler & Keller, 2007b). Strategy of integrated marketing communcation has close relationship with segmenting, targeting, and positioning. PT. X is one of industries which has core business in cosmetics. They produced few brands of cosmetics, such as XA and XB. Marketing communication activities of this company in promoting XA are through cosmetic agents, over-the-counter, and special cosmetic shop in traditional market. Now, they are performing highly to participate in public relation activities, especially music contests and seminar. Selling level of XA in Bandung hasn’t reached target which is wanted by PT. X marketing team. They think it is caused by performance of marketing communication that hasn’t showed maximum effort. Besides, there are other brands that have same target market with XA (women, 25-45 years old). PT. X has ever done customer social responsibility, but it was just a form...
Words: 714 - Pages: 3
...Part 1 Integrated marketing communications is an approach that businesses use to achieve the objectives of a marketing campaign using different promotional strategies. This includes recognizing the value of comprehensive plan to evaluate the roles of communications disciplines of public relations, advertising, sales promotion, personal selling, and direct marketing, all of which ensure maximum communication impact. Typically, it can be described in simple terms as the application of brand messaging across traditional and nontraditional marketing strategies. The messaging strategies are unified and are customer centered. The basic reasons for messaging or communication are to inform, persuade, assist other efforts, remind, and add value (Madhavaram, Badrinarayanan & McDonald, 2005). Johnson & Johnson (2005) stipulates that there are various elements used for integrated marketing communications. These include advertisement, sales, promotion, public relations, personal selling, and direct marketing. Advertising is one of the most powerful tools of marketing communication. It refers to a paid presentation and promotion of goods, services, and ideas by an identified sponsor. Advertisement is regarded as the life blood of modern business because of the ability to reach a huge number of consumers. Adverts inform consumers of the quality of a product; thus, attracting a huge number of consumers. When done in the right way, it has the ability to convince consumers of the effectiveness...
Words: 1569 - Pages: 7
...product placement and sponsorship? Product placement is one of the fastest growing forms of marketing communication, which is the conceived insertion of a brand within a movie, broadcast, computer, cable TV programs, blogs, video games, music video/DVD’s, magazine, books, musicals, internet and mobile phones and etc. Sponsorship is a cash and/or in-kind fee paid to a property (typically in sports, arts, entertainment or causes) in return for access to the exploitable commercial potential associated with that property 2. Purpose of product placement and sponsorship? The Effect of Prominence and Mode on Audience Recall Increase awareness and customer’s purchase willing Share brand value with people having same value(target market) 3.Events: Sports: Armani renews deal with Italian Olympic Committee GUCCI AND EDWINA ALEXANDER, WORLD'S CURRENT NUMBER ONE FEMALE SHOW JUMPER Arts: GORGIO ARMANI's artist of choice, Richard Hambleton, displayed his latest work in a new exhibition, held in London's Dairy Studios) Entertainments: Emporio Armani Diamonds to sponsor MTV Brand New for 2013 5 Of Gossip Girl's Product Placement-iest Moments 4.The merits: Massive exposure to market Maintain brand fame Subtle manner and implicit manner 5.The dismerits: Unidirectional communication The obvious product placement may cause antipathy 6. Role in Integrated Marketing Communication IMC requires that organizations coordinate their various strategies, resources...
Words: 285 - Pages: 2
...1. Describe a value proposition and provide an example. How important is value to the consumer? Value proposition is a marketing statement that summarizes additional benefits to the customer as a result of purchasing goods or use services offered by the company. It emphasizes on why a customer should buy product or use services. Following is an example of Apple’s value proposition to its customers... Convince (Who?): For talented creative and techno-savvy people. That (What?): Apples offers hi-tech and easy-to-use products. Because (Why?): Apple consistently innovates and come up with well-designed technology products…iPod, iTunes, iPhone, iMac. Value is a plays an important role in purchasing decision of a consumers. It makes them confident and builds their trust in company. It strengthens their faith and belief in company’s policy, attitude, communication, and that the company will stand by what they are giving to him. 2. How would you describe relationship marketing? Why are these relationships so important to successful marketing? Relationship marketing is a strategy to develop long term relationship with the customers in order to retain them and win their loyalty. It involves methods and tactics designed to foster customer loyalty, interaction and long-term engagement. It focuses on exceeding customer satisfaction and having strong connections with the customers by promoting open communication between company and customers. Building strong relationships with the...
Words: 1638 - Pages: 7
...their marketing strategies. In this study, consumers were divided into several demographics (age, gender, occupation) and individual preferences for various mobile phone attributes were compared. Consumers showed significant demographical difference in their preferences over the combination of mobile phones attributes. The various combination of mobile phone attributes were grouped together. Subjects were asked to rank the 22 product profiles (Pair1 to Pair22) from the most to the least preferred. The variables Pref1 through Pref7 contain the IDs of the associated product profiles, that is, the card IDs. Subject 1, for example, liked pair13 most of all, so PREF1 has the value 13. Analysis of the data is a task that requires the use of command syntax—specifically, the CONJOINT command. The necessary command syntax has been provided in the file conjoint.sps. Literature Review N. Soutar et al. (2008), the study aims to examine its relevance in exploring the trade-offs followers make about leaders. The aim was to have an integrated understanding of leadership. The leaders were assessed on the eight leader attributes obtained from three focus groups. The study support the usefulness of conjoint analysis in leadership research as the results provided a clear picture of the way followers perceived their leaders. The findings of the study was that the participants traded off leader attributes sensibly, providing useful information about the attributes’ value. The value of the...
Words: 3607 - Pages: 15
...Montpellier, France Abstract Purpose – The purpose of this paper is to investigate the particularities of integrated marketing communication (IMC) in the online environment. Design/methodology/approach – Both secondary and primary data (face-to-face interviews with 29 marketing or communication managers of UK online consumer retail firms) are analysed in order to identify the various meanings of the integrated online marketing communication, the opportunities and challenges raised by online communication, and the structure of an efficient integrated online marketing communication system. Findings – The transparency, interactivity and memory of the internet force the organisation to adopt a proactive-reactive attitude in online communication, and to combine consistency and continuity with flexibility and customisation. Research limitations/implications – The number of interviews used to collect primary data is relatively small; the use of the information collected is general and unstructured; and the findings are applicable only to online customer product retailers. Practical implications – The messages sent by the company to its online audiences have to be transformed/adapted in a three-stage process. Originality/value – The paper identifies the specific opportunities and challenges raised by the internet for integrated marketing communication, and proposes an original model for the adaptation of online messages to core corporate values, communication strategy and...
Words: 7038 - Pages: 29
...highly competitive global market where advanced technological and web-based tools and applications are used to lure new customers as the old marketing strategy of quality goods at low cost has become redundant and the focus is on customer centric marketing and product development. Customer Relationship Management (CRM) has been defined as, “a cross functional, customer-driven and technology-integrated business process management strategy that maximizes relationships” Chen and Popovich (as cited in Parsongsukan,2010, p.17). The successful implementation of a CRM strategy requires organisational transformation, changing business processes and only then can CRM implementation achieve the desired results and CRM vision. CRM implementation cannot be restricted to software and technological upgradation for enhancing customer database management. CRM is an integrated approach that requires organisation and business process transformation for effective implementation. History of CRM The evolution of CRM started from mass marketing when companies’ mass- produced goods and services believing that customers had similar needs and preferences. This trend gave way to target marketing where marketing campaigns were used to target goods and services to different strata’s of consumer segments. This later gave way to transactional marketing as competition increased and companies competed on the basis of product quality and price and did not expect to transact with the customer more...
Words: 2689 - Pages: 11
