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Secondary Post Instructions For responses, consider your classmates initial posts and answer the following: How does the virtual environment lead into distribution strategies. Is there long-term impact on supply and demand and how do companies create solutions if relationships weaken. Finally, compare alternatives in using different distribution channels. Respond 1 James Roth The landscape of business to customer relationship building has changed over the years. However, the steps remain the same in concept, even with the introduction of the internet and social media. According to the text, the steps to relationship building are (1) prospecting, (2) planning the sales call, (3) presentation, (4) responding to objections, (5) obtaining commitment/closing the sale, and (6) building a long-term relationships (Donnelly, 2018). The first step is identifying potential customers. This step is a result of market research and strategic planning. Potential customer segments can be identified and “sold-to” using tactics to ensure that the customer hears what they want to hear about your product. They want to hear that the product has value to them. In order to sell the product, it must create straight-forward, real value for that customer. An elementary example of value is a customer craves ice cream, but they are at home. An ice cream truck is valuable, at that time, to the customer. For more complex businesses, in modern-day, social media can help create value to the brand. A technique of many successful brands today is not to sell their product, but to sell an idea. The idea hits deeper human value, such as belonging or good-doing.  Nike started a new advertisement TV commercial recently, featuring many successful athletes, with motos like “winning isn’t for everyone” and “no time to lose” printed over legendary athletes performing their sport. Implying that if you wear Nike you are a winner, and belong to a prestigious group of winners. These are a strong commercials, directed at athletes with ambitious goals, something that many athletes already possess. It has always been a part of the Nike brand, success. Successful athletes wear Nike. These advertisements solidify group, a group that their customers strive to be a part of. Nike is selling success, not sports-wear. Nike’s social media pages are currently flooded with video shorts, showing exactly what is described above. Re-enforcing the idea of the prestigious winning group that wears Nike. The marketing includes hype music, famous athletes and moments, various sports, and Nike apparel, all of which appeal to the market segment to which they are selling. The presentation hits on multiple dimensions of an athlete’s psychology, making this a very good marketing plan for this customer segment. Nike builds long term relationships by keeping relevant athletes on their payroll and by continued product innovation and featuring. They create emotional connection to the product. According to Li, “central to customer engagement is the necessity to create customers' emotional connections with the firm's social media brand (Dwivedi et al., 2019). In fact, different forms of social media tools (e.g., vlogs or podcasts) that enable real-time interactions between the firm and its customers can be adopted to strengthen emotional attachment and value creation” (Li et. al., 2022). Nike’s model has worked successfully for many years, and with marketing like this, will work for many years to come. Social media is a great way to build a following, customer base, and present purpose and a sales pitch. The value of social media marketing can be determined in various ways depending on the product, but; number of views, interactions, following gained, and product sales can be good indicators of social marketing campaign success levels. References Donnelly, J.P.P. J. (2018). A Preface to Marketing Management (15th ed.). McGraw-Hill Higher Education (US). https://bookshelf.vitalsource.com/books/9781260300147 Li, F., Larimo, J., & Leonidou, L. C. (2022). Social media in marketing research: Theoretical bases, methodological aspects, and thematic focus. Psychology and Marketing, 40(1), 124–145. https://doi.org/10.1002/mar.21746 Reply 2 Ian smith Building relationships online has really changed thanks to technology and the way business is moving toward being all digital. Social media, marketing, television, and email have all allowed new ways for businesses to connect with customers, partners, and colleagues to take hold. Unlike in-person interactions, building relationships online focuses more on being consistent, transparent, and engaged. To form strong bonds, businesses need to make sure their digital interactions feel personal and genuine. Studies show that personalization in these online interactions helps build trust and customer loyalty (Kaplan & Haenlein, 2010). Social media plays a huge role in this, as it lets businesses connect with customers in more meaningful ways. By sharing useful content regularly, responding quickly to questions, and joining conversations, businesses build credibility and trust. For instance, an active presence on platforms like Instagram or LinkedIn helps companies learn about their customers' needs and preferences, leading to more engaging interactions (Tuten & Solomon, 2017). Social media’s two-way communication also lets businesses handle feedback or concerns in real-time, which is super important for maintaining strong connections. Another important element of online relationship building is consistency. In the online world, where many interactions are short, maintaining regular and genuine communication is essential to staying at he forefront of the mind for customers. Businesses that consistently deliver value and stay responsive to their audience's needs can build deeper, longer-lasting relationships. For example, using tools like email newsletters and social media posts to update customers on new products, industry trends, or helpful tips keeps the conversation going and shows that the company cares about its audience. On top of social media, tools like CRM systems help businesses track customer interactions and preferences. This kind of data helps companies offer personalized experiences, making the connection with customers even stronger. Research shows that personalized marketing boosts customer satisfaction and loyalty in the long run (Verhoef et al., 2010). Beyond just personalization, offering consistent customer service through various virtual channels—such as chatbots, live support, or email—further builds trust and reliability. To figure out how social media and virtual tools impact relationship building, companies can look at things like engagement rates, customer retention, and brand sentiment. When there’s high engagement and positive feedback on social media, it’s a good sign of strong relationships. Plus, by tracking the lifetime value of customers gained through digital channels, businesses can better understand the long-term benefits of building relationships online (Hoffman & Fodor, 2010).

Instructions WEEK 3 PAPER: Select an organization that you are familiar with and complete a SWOT analysis on the business.  In addition to the SWOT table, be sure to also provide a write-up that discusses each of the elements you included in your SWOT table. Reference material should be incorporated and cited to support your thoughts as appropriate.

Purpose The purpose of this Case Study Analysis Paper is to demonstrate mastery of three Unit 6 objectives: 1) explain the role of public relations in the nonprofit sector; 2) Create compelling press releases and media pitches; and 3) Create a communication plan needed to overcome a crisis. Task Develop crisis communication response plan by completing the following steps: Directions: Read      the Case Scenario on pages 160-161. Write      a Crisis Response Plan which answers the following: Describe       the Crisis and Implications: Provide a two-paragraph executive       summary of the crisis and implications for the organization. Identify       Stakeholder(s). Summarize who this crisis may impact and how       these stakeholders are affected by the actions of the United Way’s       leadership. How do the actions of the United Way’s leadership affect       perceptions of credibility, trust, and believability? Communication       Response Strategy. What recommendations do you have for the       United Way board of directors in regard to image restoration? Would the       strategy best fit for this situation be accommodative or defensive, and       why? Crisis       Communication Team. Identify who should be on the United Way’s       crisis management team, describing the role they would assume on the       team. Develop       a Crisis Holding Statement for the Media and Stakeholders. Using       Matthews (2024) Top Tips for Writing a Crisis Statement (article       provided in the Online Resources), please draft a three (no more than       four) sentence holding statement that includes three key messages about       the crisis and response. Then, provide a three-paragraph summary       explaining why each message/sentence in the holding statement was       selected.

1. (Due in 24 hours) : A discussion post with a minimum of 300 words and two references. Think about and provide examples of two different message strategies you have seen in commercials in the last year. Why do you think they were or were not effective? Resource: 6 Messaging Strategies for 2020 at https://www.bigbuzzinc.com/6-messaging-strategies-to-market-your-practice/ . 2. (Due by the end of the time limit) : No specific word requirements as it's one part of the whole project. outside sources/references needed. Section 6: Conclusion PDF course book page 480 In the conclusion, repeat the highlights. Summarize the target market, the offer, and the communication plan. Your conclusion should remind the reader of all the reasons why your plan is the best choice. The link for the textbook: https://drive.google.com/drive/folders/1otBW6sgyeq...

Week 5 Discussion Introduction Product branding has substantial influence on businesses in any industry. The global market and technology has create increased competition. Most of you have heard of the Virgin brand and Richard Bronson (i.e. Virgin Records, Virgin Airlines, etc). This discussion will examine global branding and will compare Bronson’s techniques to traditional methods. For your discussion this week, read chapter 13 of the textbook. Watch the videos and read the articles to prepare. Initial Post Instructions For your initial post this week you will examine differences in branding by comparing domestic and global approaches. Watch the two TedTalks to prepare. Pick a product you are familiar with that does not have a global marketing campaign/presence to your knowledge. Pick a country and provide a basic global branding idea. Include challenges and risks. Use the 10 Commandments of Global Branding. Be sure to support with external research. Secondary Post Instructions For responses, consider your classmates initial posts provide suggestions or concerns to the ideas. Be sure to use examples in addition to the TedTalks to support your perspective. Writing Requirements In addition to one initial post, respond to at least two peers. Initial Post Length: minimum of 350 words Secondary Post Length: minimum of 200 words per post Use APA format for in-text citations and list of references. Must include at minimum 1 scholarly references that is not the textbook. Tips for Success Remember to earn maximum points you must do more than the minimum. The minimum at the graduate level will earn an 80% score. Our discussions are the classroom, so it is important to have hearty discussions. You must include scholarly references to illustrate this next level of learning.

To maximize this portion of your mark, you must review the relevant assigned readings and then perform additional secondary research and analysis. Try to be a critical thinker when answering questions using insightful analysis and research. The weekly supplementary exercises will be evaluated as if you are in a work situation and have been given the

Develop A Story Worth Telling Using the information from your completed Buyer Persona Assignment, plan a story about your Buyer Persona using the elements of a story. You can be as mundane or creative as you like. Your story can even occur in an alternate universe, forward or backward in time, on another planet, etc.- feel free to think outside the box! Complete the Story Planning Worksheet to develop a fun, engaging story about the Buyer Persona. You can choose ONE persona, either B2C or B2B.

Write about one current business event in the U.S. concerning any topic you find interesting and thought-provoking, introduce and analyze this business event, summarize the findings and share it. 

2 summary pages and 10 slides presentation. Each student will need to choose an article from a scholarly journal/business magazine. The article should have relevance to some aspects of the services marketing topic covered in the course (please see 6- Course Schedule in the attached file) Identify the main issue in the article and relate it to the relevant services marketing concepts and comment on the implications of the findings for services marketing management. You must distribute a summary of the paper to the class members (maximum two pages) before your presentation starts. The presentation of the papers should not exceed 10 minutes (8-10 mins) and will be evaluated out of 10 (ten) marks based on the discussion of the relevant concepts and issues relating to the paper, quality and depth of analysis of major findings and implications of the paper for services marketing, presentation skills (interactive, use of visual aids, voice, timing and handling questions) and overall performance (Please see attached rubric for details). The possible sources of the paper include: Journal of Services Marketing Managing Service Quality Journal of Professional Services Marketing International Journal of  Service Industry Management Australasian Marketing Journal Journal of Retailing Journal of Marketing Journal of Marketing Research The presentation: 1. Title Slide (1 slide)   - Title, name, date. 2. Introduction (1 slide)   - Brief overview of the article and its significance. 3. Main Theme of the Article (1-2 slides)   - Summarize the core message and findings. 4. Key Issues Identified (1-2 slides)   - Highlight the main issues addressed in the article. 5. Relevant Services Marketing Theory (1-2 slides)   - Connect the issues to appropriate services marketing theories. 6. Implications for Services Marketing Management (1-2 slides)   - Discuss how the findings impact services marketing practices. 7. Conclusion (1 slide)   - Recap main points and their relevance. 8. Q&A Slide (1 slide)   - Invite questions from the audience.

- Background assignment 7: For the signature assignment, you must develop a Marketing Plan for a new product launch. You've been hired as the Chief Marketing Officer (CMO) for a fast-growing company launching a new product or service. The CEO has tasked you with creating a New Product Marketing Plan. Select a real company/organization that interests you and identify the new product or service you want to focus on. Consider what you've learned in the course and your instructor's feedback. Be creative with the company and product you focus on but be thorough and detailed when covering the ten assignment descriptions below.  Instructions Include the following items in your marketing strategy, presented as a Word document:   The Executive Summary – Provide a concise outline of your marketing strategy here.  Background – Concisely share your (i) business goals, (ii) marketing goals, (iii) financial goals, and (iv) challenges.  Market Analysis – Concisely describe your (i) strengths, (ii) weaknesses, (iii) opportunities, and (iv) threats. Also include a description of (a) the market size, (b) market segments, and (c) any external factors that can impact your market (e.g., economic, seasons, etc.)  Target Audience – How many different segments will you target?  Describe each segment's demographics, lifestyles, purchasing power, buying patterns, etc.  Competitive Analysis – who are the competitors?  Innovative Product description  Pricing Strategy – select the most appropriate from the two discussed in Assignment 5 (adjusting your content based on instructor feedback).   Distribution Strategy – share what you discussed in Assignment 5 (adjusting your content based on instructor feedback).  Promotional Strategy (including the message) – share what you discussed in Assignment 5 (adjusting your content based on instructor feedback).   Compare your marketing strategy with the strategies of the two competitors you discussed earlier in the course. Evaluate the similarities and differences in their marketing strategy approach with your developed strategy for your innovative product. Use a table to display your findings.  Length: No explicit requirement as long as the questions are addressed thoroughly yet concisely.  References: Include a minimum of 5 scholarly references.  The completed assignment should address all the assignment requirements, exhibit evidence of concept knowledge, and demonstrate thoughtful consideration of the content presented in the course. The writing should integrate scholarly resources, reflect academic expectations and current APA standardsFor this assignment, create a strategy to include marketing innovation sustainability in your organization. As part of a program to encourage sustainability across the company, your CEO has requested you to share with the organization how your new product creates a positive impact. You will be asked to launch a Corporate Social Responsibility (CSR) initiative with your new product. Consider if you would benefit from developing an initiative that positively affects the environment, social practices, or both.  -Assignment 8: Explain the Importance of CSR in Marketing Innovation Instructions For this assignment, create a strategy to include marketing innovation sustainability in your organization. You will be asked to launch a CSR initiative with your new product. Consider if you would benefit from developing an industry that positively affects the environment, social practices, or both.  Research CSR programs from existing companies and consider a strategy you would like to apply to your company and new product launch. Then, prepare a memorandum for the Vice President of Marketing outlining the new initiative and how it affects your marketing plan. Your memo should be structured as follows:  Overview. Provide a 1-2 paragraph overview of the entire memo. This section is best written after you have completed the remainder of the content, similar to an executive summary.  Innovative product. Discuss your innovative product, its current promotional strategy, and target market  CSR initiative. Introduce your new CSR initiative and how it changes the vision and mission of your company. If it does not change the vision or mission, discuss how it aligns with your company's current vision and mission.  Target Market. Discuss how the new CSR initiative changes your target market. If it does not change your target market, discuss how your CSR initiative aligns with and benefits your existing target market.  Promotional Strategy. Discuss changes you will make to your promotional strategy to align with your new CSR initiative.