Description Setup This summative assessment is the start of inputting information into the Strategic Marketing Plan Template. You will complete portions of this template in Weeks 1, 2, 4, 5, and 6, The first part of developing a strategic marketing plan is analyzing the forces that affect the business’s marketing efforts. Deliverable Access the Strategic Marketing Plan Template and complete Wk 2 - Part A: Environmental Analysis and SWOT Analysis. You will complete the rest of this document later in this course. Support with research. Demonstrate that you are learning from the course by accessing, performing, and applying the course resources and other credible sources. Cite sources to support your assignment. Format your citations and references according to APA guidelines. Submit your completed Wk 2 - Part A: Environmental Analysis and SWOT Analysis section of the Strategic Marketing Plan Template. RESOURCES Marketing research resources Conduct a SWOT Analysis Conduct an Environmental Scan Research Consumers For real-world SWOTS for publicly traded companies: Business Source Complete Database in University Library. Use as benchmarks and environmental analysis tools. Assignment Resources Pre-recorded WK2 Live Session Recording with Assignment Demonstration > Automate citations and references with Microsoft Word References Tab Microsoft Word Outline View > University Resources Center for Writing Excellence Reference and Citation Generator Grammar Assistance TIPS Tip: Consider the project as a take-home open-book exam. Each item in the project is like a question that requires you to demonstrate an understanding of an essential course concept. The grade you earn will be strongly influenced by the degree to which you demonstrate an understanding of basic marketing concepts from the course. Define your terms using concepts from the course materials, explain how they apply, and apply them. From the stick perspective, projects that fail to demonstrate an understanding of marketing concepts and practices from the course materials will not earn a grade higher than a C.
Description Unit 6: Discussion Evaluating Your Second Favorite Choice Branding, Positioning, and IMC. Introduction In each unit, the students will be assigned discussion questions concerning unit topics, examine the presented topics, and complete the discussion tasks. After submitting the initial posting, the students will provide constructive criticism of at least two peers’ initial postings, including the perceived strengths, weaknesses, and specific opportunities for improvement. The initial post should be a minimum of one page double spaced in length. Refer to the discussion rubric for grading criteria which includes using credible sources (properly cited in APA format) and linking in the unit’s concepts and terms for critical analysis. It is recommended that your use a word processer, such as MS Word and use both spell checking and grammar checking tools. You should expand your grammar checking tools in Word to cover any writing weaknesses (such as setting to Grammar and Style in Word). You can then copy and paste your post into the discussion forum. While there is no minimum or maximum word expectation for peer responses, they are expected to be substantive in nature and linked to credible sources. All work should reflect graduate-level critical thinking, as well as an ability to analyze, synthesize, and evaluate given scenarios and tasks. Click here for Learning Outcomes Directions For this discussion assignment your will shift from a consumer to a marketing analysis reviewing your second most primary product purchase business or category. For “second most” you cannot use Amazon.com, Target, or Walmart in your analysis. These would be used by too many students as either first or second choice. You will analyze your second most primary product purchase business or category using the concepts outlined in this unit. Initial Post Peer Responses INITIAL POST You should follow the instructions below for your evaluation post and your peer responses. Discussion Issues Identify your unit of analysis (second most primary purchase). This could be a specific company or a product category, such as grocery stores. Evaluate the branding strategy used by this purchase unit of analysis. (You should use the most relevant concepts outlined in this unit’s assignment branding concepts table to provide depth.) Describe how your purchase SBU is positioned against its competitors. Use a positioning chart or verbal description. Justify your analysis. Evaluate the IMC strategy used by this purchase choice and make recommendations for improvement.
Description TOPIC 1: Procter & Gamble is based in the USA and is one of the world's largest consumer package goods companies selling products such as Tide laundry detergent, Pampers disposable diapers, and Head & Shoulders shampoo. When P&G entered the Japanese market in the 1970s, its corporate name and reputation were virtually unknown there. Several of its brands had been sold by an importer, and they had some consumer recognition. P&G did not, at that time, emphasize its corporate name on its products in the belief that each brand should stand on its own. The two biggest Japanese competitors (Kao and Lion), however, made extensive use of their corporate names, going so far as to identify each new product or improvement to an exiting product in their advertising and prominently on the package as coming from the parent company. If you were managing P&Gs new Japanese subsidiary, would you stick with the P&G philosophy of letting the brands stand on their own, or work to associate them with P&G? Why? Regardless of your first answer, if you were asked to associate every P&G brand with the parent company, how would you make that identification an asset for your business? Use a reference and respond to at least one (1) classmate's post. TOPIC 2: Some people believe that markets should be defined based on their cultures, and that marketers should develop marketing strategies to fit each unique culture where they do business. As we learned earlier in this course, this worked for KFC in China, but McDonald's has succeeded around the world while adapting only slightly to local countries (e.g. lamb burgers in the Middle East, wine in France, and veggie burgers in India). Two downsides to Ms. Mooij's approach are: 1. In a highly interconnected world, the existence of different images for the same brand name will become apparent to some consumers through the Internet and travel. 2. It is difficult for headquarters to provide guidance and exercise marketing control when its brands re being marketed in different ways to different cultures. As a global marketing director, and based on what you have learned to date, would you seek uniformity in your marketing programs, or something in between? Why? Justify using at least two (2) references. No need to interact.
Description Objective: Develop a comprehensive social media marketing campaign for a selected company that leverages Robert Cialdini’s six principles of influence: Reciprocity, Commitment/Consistency, Social Proof, Authority, Liking, and Scarcity. Students will create and present a set of marketing materials designed to enhance the company’s brand presence on social media. about Apple Vision Pro 1- Select a company: choose a company with an existing social media presence. This can be a local business, a well-known brand, or a non-profit organization. 2- Research: Investigate the company's current social media strategy, target audience, and marketing goal. Identify areas for improvement or opportunities to reach a broader audience. 3- Create Marketing Materials: Design a set of three marketing materials that could be used on the company's social media platforms: - Print Ad: Design a print ad that could be shared as an image on social media. The ad should incorporate elements that attract the viewer's attention and convey the company's message effectively. - Video: Produce a short video (30 seconds to 1 minute) that promotes that company or its products/services. The video should be engaging and suitable for sharing on platforms like Instagram, Facebook, or Twitter. - Additional Marketing Material: Choose another form of marketing material (e.g., an infographic, a blog post, an interactive poll, or a contest announcement) that fits the company's brand and appeals to its social media audience. 4- Apply Cialdini;s Principles: For each piece of marketing material, explicitly incorporate at least one of Robert Cialdini’s six principles of influence. Explain how you have used the following principles in your designs: - Reciprocity: Offer something of value to get something back. - Commitment/Consistency: Encourage viewers to make small commitments that lead to larger commitments. - Social Proof: Show that others have endorsed your product or service. -Authority: Establish the company’s credibility and expertise. -Liking: Make the company or its products/ services more relatable and likable. -Scarcity: Highlight the uniqueness or limited availability of the offer. 5- Presentation: Prepare a presentation explaining your marketing campaign. Include the following elements: A brief overview of the selected company and its current social media presence. - A detailed explanation of each marketing material created, including the design choices and the specific Cialdini principle applied. - The expected impact of your campaign on the company’s social media engagement and brand presence. 6- Submission: Submit your marketing materials and a written summary of your campaign that outlines how each piece applies Cialdini;s principles. Include any mockups, storyboards, or scripts used in the creation of your materials.
Description Discuss the two new product pricing strategies, and provide an example to illustrate each. Discuss the challenges faced by companies launching new products under each of these strategies. Source: Chapter 9 Discussion Questions (Marketing an Introduction – Armstrong) Three posts are required for this week's discussion. You should post on at least three separate days throughout the week (one initial post plus two responses = three total). Please put together complete and well, thought out responses. I am looking for original input so please share your thoughts and experiences so we can all learn from them. Please make sure that you back up the posts with factual information from the textbook, research, work/life experiences, etc.
Description This week, you will submit the final part of your Marketing Plan. Use these headings in bold font in your plan and cover the points beneath it. Evaluating Performance THINK BACK THROUGH THE COMPONENTS OF YOUR MARKETING PLAN. HOW WILL YOU DETERMINE IF YOUR GOALS AND OBJECTIVES ARE BEING MET? THERE ARE SEVERAL METRICS TO CHOOSE FROM THAT CAN HELP SHED LIGHT ON WHETHER OR NOT YOUR STRATEGY IS WORKING. DISCUSS HOW YOU MIGHT USE TWO METRICS FROM EACH OF THE FOUR FOLLOWING CATEGORIES TO EVALUATE IF YOUR PLAN IS SUCCESSFUL. Measuring Digital and Social Media Effectiveness Reach metrics Acquisition metrics Engagement metrics Conversion metrics Retention Metrics Financial Performance Metrics Return on Marketing Investment Revenue Analysis Market Share Analysis Profitability Analysis Metrics for Evaluating Customer Relationship Management Share of Customer Customer Equity Customer Focus Lifetime Value Analytics for Auditing Social Responsibility Qualitative analytics Quantitative analytics
Description Given the commoditized nature of many markets today, does customer relationship management—and its associated focus on quality, value, and satisfaction—make sense? If price is the only true means of differentiation in a commoditized market, why should a firm care about quality? Explain.
