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Select a print, broadcast, or online source of global, national, or local news. Write a 100-word summary of news story. Your summary should include at least three of the basic marketing concepts. Be sure to include an accurate, succinct explanation of each marketing concept. Include a link to the news story.

The news story chosen for the analysis concerns the information about the patterns of COVID-19 vaccination in the UK. The story itself is primarily related to the societal marketing concept, as it tackles a relevant social issue that draws the attention of all social groups. Another concept concerned is the...

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Select a print, broadcast, or online source of US news. Write a 150-word summary of news story. Your summary should include at least three of the basic marketing concepts. Be sure to include an accurate, succinct explanation of each marketing concept in general and, more specifically, an analysis of how these marketing concepts apply to the news story. Include a link to the news story.

The article selected for the analysis revolves around Uber and its entering into the alcohol market by acquiring Drizly. The story touches upon several important marketing concepts, such as marketing mix, brand equity, and brand value. The first term is a set of factors used by companies to attract clients....

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What are the four types of market segmentation? Please give examples for each using products of your choice. Using an example of your choice, what is positioning?

Positioning is the way in which a company aligns itself with the target audience. For example, a sports energy drink producer may position itself as an innovative, health-oriented brand for athletes. This choice will affect the target segment selection. The four types of market segmentation are as follows: Demographic –...

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Why is it so common to use historical financial data to estimate future market betas?

Market beta shows how increases and decreases in the stock market affect moves of separate assets. The most common way to estimate future market betas is to analyze the historical financial data. According to Groenewald and Fraser, this method is appropriate only for the estimation markets betas that are “stable...

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How would you define market sentiment?

The concept of market sentiment refers to the investorsattitude towards the expected development of prices in a market. The bullish market sentiment reflects the situation in which prices are either rising or are expected to rise, whereas the declining prices indicate bearish market sentiment. Danso et al. define market sentiment...

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Mention at least two steps that the Shell Oman company followed in order to stay competitive in the international market.

Digitalization Control over energy resource consumption based on blockchain technologies has become widespread in the international context of the company’s activities. The information obtained from the counters is compared with the data entered into smart contracts. Reliable to advance, the new approach that transforms Shell is digitalization. Big data and...

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Identify one new-product idea you would suggest that GoPro evaluate.

One new product idea that I would suggest to GoPro is to improve sound quality in these cameras to eliminate the need for consumers to use additional microphones. Although the newer GoPro version has a better sound than the earlier cameras, many customers still prefer using other attributes or applications...

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Apply the Five “Ps” (Product, Price, Place, Promotion, Positioning or Points of Difference) to a brand that you like or use. Compare and contrast the brand you like.

The selected brand for applying the Five P’s is Apple, and its offers are efficiently promoted as per marketing principles. Thus, the products are related to information technology, and their wide range is one of the business’ competitive advantages. Their pricing strategies are developed for meeting critical customer demands and...

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Assess 2 market-entry strategies: direct and indirect exporting and foreign direct investment, for entering the global market. Assess the strengths and limitations of each strategy. Explain the strategies that Starbucks and Walmart used when entering the global economy. What prior research was conducted? How well did they understand their target marketing environment? Analyze the export marketing strategies the companies used. What decisions were made concerning product design, pricing, distribution channels, advertising and communications-the marketing mix? What lessons did they learn from their success in the global marketplace?

Direct and Indirect Exporting The problem of choosing a strategy for entering international markets has been given much attention over the past 50 years. The shape of entering strategy can be based on such criteria as strategic goals, speed, required level of investment, and risks of entering the foreign market....

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What are the points of difference, or unique attributes, for GoPro products?

GoPro products are unique because these cameras allow users to capture moments and experiences without being destructed by a video or picture-taking process. The initially developed products allowed customers to attach them to a wrist and use the camera underwater. Later versions of GoPro were equipped with removable AAA batteries...

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Imagine that you are a manager at a brick-and-mortar store that also has an eCommerce site. The company has tasked you with creating ideas to improve profitability and encourage shoppers to return to the store as the coronavirus restrictions are beginning to be lifted. Discuss at least two ideas using pricing and placement (distribution) to help build your business. Provide a rationale for your response.

Pricing and placing adjustments can help restore customer interest in a particular product or seller, which is relevant in the post-pandemic period. This aspect is most significant for the activities of brick-and-mortar stores, which suffered greatly from the lockdown. Thus, manipulations with pricing and placement will allow such stores to...

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Please explain what the four categories or factors are that influence consumer buying behaviour and purchases.

Consumer behavior is guided by four factors: personal, social, cultural, and psychological factors. Personal factors entail the characteristics unique to a person that determine their purchasing behavior, such as age, lifestyle, occupation, and economic status. Cultural beliefs are unique to different cultures and prohibit people from consuming certain things such...

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Please explain the differences between low vs. high involvement purchases and provide examples of both.

The differences between low-involvement and high-involvement purchases are the level of risk and preparation/financial plan required. A low-involvement purchase involves products that are inexpensive, easily accessible, and low-risk. Low-involvement products are highly advertised, leading to impulse buying most of the time. An example of a low-involvement purchase is bread which...

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Conduct analyses on the industry and markets of the Copious virtual business, which is an online retailer selling party supplies, weddings, birthdays, etc.

The party supply industry embraces a vast assortment of products employed by organizers to create a convivial, friendly, and relaxed atmosphere for various occasions. Candles, balloons, invitation cards, tableware, tents, and banners are among a few widely used specialty items. Herewith, party supplies are mostly chosen following party themes to...

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Examine (closely consider) the basic directional strategies in the context of a hypercompetitive market. Judge the usefulness of each of them. Support your answer by giving real-life examples for all three basic directional strategies.

It seems reasonable to state that there are three basic directional strategies – growth, stability, and retrenchment. The former implies that a company aspires to achieve considerable and comprehensive strategic goals that increase its scope with the flow of time. Examples of this approach are mergers, acquisitions, and joint ventures....

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Assess the difference between joint venture and acquisition as a method to enter new industries. Evaluate at least three advantages and disadvantages associated with each. Provide a conclusion on when companies should use which of the two market entry strategies.

As a method to enter new industries, the acquisition has the following advantages. First, it is easier to establish a considerable market presence, which is crucial for new market entrants. Second, it is a good option for entering industries that have high barriers. Third, it is a great opportunity to...

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When a new entrant is applying an aggressive marketing strategy in order to rapidly increase its market share, assess how the incumbent can respond with different generic business-level strategies. Provide real-life examples of how businesses used each generic business-level strategy.

There are four ways to respond to an aggressive marketing strategy applied by a new entrant (if to use one of the generic strategies) – cost leadership, focused cost leadership, differentiation, and focused differentiation. The first approach – cost leadership – is applied under the conditions of broad target operations...

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Give recommendations on how a company can improve its core competences when discovering that the critical success factors (CSFs) of its industry have changed. Support your answer by providing real-life examples of how companies reacted in such situations.

There might be many occasions when critical success factors of a company’s industry are likely to change, given the fact that these CSFs exist in quite a broad scope – industry factors, environmental factors, strategic factors, and temporal factors. Organizations are forced to do their best to adapt when the...

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Personal selling is often the only way to acquire new business (customers). Provide a critical examination of the advantages but also disadvantages of personal selling.

Personal selling is the selling approach that involves studying the target customer in advance, meeting them with a well-developed product presentation, handling objections, and closing. As with any other approach, it entails its advantages and disadvantages that are usually associated with the process of direct interaction with the customer. Any...

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Debate two different approaches to personal selling. Address the approach itself but also the challenges involved in each of the two approaches.

Personal selling involves four different sub-types: stimulus-response selling, mental state selling, need satisfaction selling, problem-solving approach, and consultative selling. All of these customize the basics of the personal selling type to make it fit the individual deal better. In this case, I am going to examine satisfaction selling and consultative...

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Why do gender stereotypes play such an essential role in advertising?

“The Pursuit of Ignorance” is an inspiring TED talk about the virtues of ignorance. Neuroscientist Stuart Firestein deprives science of credibility and returns it to the only basic principle: the research for the unknown. “The Pursuit of Ignorance,” filled with thought-provoking quotes from wise people, challenges conventional educational traditions and...

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When do you know it’s time to close the sale? What buying signals do you look for? Name and describe with examples or descriptions at least three signs, including body language.

To understand whether the sale is approaching its closing stage, one should look for several cues. First, the closure of sales starts approaching once key objectives set at the start are met. Although the specified sign might seem self-explanatory, it is crucial to be attentive and to make sure that...

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You have been sitting in the waiting room of your mechanic’s shop for more than an hour. With the knowledge that products are different from services, develop a list of the things the shop manager could do to improve the overall service delivery. Critically examine how the shop might overcome problems associated with the tangibility, separability, heterogeneity, and perishability of services.

Marketing services are a distinct form of product promotion used by many successful organizations. It relates to meeting specific consumer desires to ensure contentment. Even though no business deal can be categorized as a pure product or service, one aspect still reigns supreme. Customer satisfaction, in this case, relies on...

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You are the marketing manager for a new line of plant based (vegetarian) pre-prepared, ready to cook meals to be supplied in supermarkets and health-food stores. Applying your understanding of consumer behavior and market segmentation, identify two target markets for the new product line.

Market segmentation is a significant process since it ensures that a product is created for specific consumer segments based on their shared characteristics. Today, targeting key market segments is a typical approach that is a balance between mass and micro marketing. Thus, regarding a new plant-based product line, it can...

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You are the marketing manager for a new line of plant based (vegetarian) pre-prepared, ready to cook meals to be supplied in supermarkets and health-food stores. Applying learning theory, discuss two marketing strategies to generate brand loyalty and stimulate purchase for the plant based (vegetarian) meals.

It is challenging to overestimate the role of loyal customers. The Pareto Principle states that 80% of organization revenue comes from 20% of customers. Individuals tend to leave brands for many reasons, including boredom, increased prices, the emergence of new alternatives, and others. That is why it is reasonable to...

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You are the marketing manager leading a national government health initiative to encourage people to take time out in their day to engage in mild to moderate exercise and a healthy lifestyle. Answer the following questions demonstrating your understanding of concepts within the consumer behavior unit. Using your understanding of the tri-component attitude model, which component do you think would be the best to target if you wanted to change consumer’s attitude towards exercising and living a healthy lifestyle and why?

The tri-component attitude model defines how people approach some products, phenomena, or actions. Its name suggests that the model consists of three elements, including affective, behavioral, and cognitive components. The affective element refers to what people feel about an issue. The behavioral one denotes how people respond to it, while...

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Define and describe at least four promotional terms that are associated with digital marketing. Include terms like organic results, paid advertising, ad server, and banner promotions.

Organic results These are searches based on the merits of the site. For instance, the website can become popular because of positive ratings and recommendations. Organic results can effectively convert visitors to digital content subscribers. Paid advertising These ads are paid for or sponsored by a company. For instance, Money...

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Defines and describes at least six key internet terms associated with digital marketing. Include terms like search engine optimization, domain name, extranet, heading tags, meta tags, and spiders.

SEO This is a process of improving the visibility of a webpage or an entire website in search engines organically. For example, a travel company can use keyword optimization to market hotels in Florida. SEO helps improve website ranking in the search engine above the competitors. Domain name This is...

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Define and describe at least six key marketing terms associated with digital marketing. Include terms like digital marketing, affiliate marketing, content marketing, customer relationship management, influencers, and search engine marketing.

Digital marketing It is a practice of innovatively promoting products and services using data obtained from interactions with consumers in a timely, cost-effective, and personal manner. Examples include email marketing, social media marketing, and websites. Digital marketing is essential in tracking the performance of campaigns and promotions, allowing management to...

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Define and describe at least five legal terms that are associated with digital marketing. Include terms like copyright statement, terms and conditions, privacy statements, disclaimers, and use of cookies.

Use of cookies These are small text files stored by a browser whenever a person visits a specific website. For example, online stores such as Amazon and eBay use cookies to store items in your shopping cart. Cookies enable businesses to identify customers’ preferences and direct them to relevant products...

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Define and describe at least six key measurability and performance terms associated with digital marketing. Include terms like key performance indicators, net promoter score, cost per click, click through rate, cost per impression and return on investment.

Key performance indicators (KPIs) They determine the performance of a business over time, which helps determine if goals are being met and measure progress. For instance, monthly sales growth, number of new leads, and resources spent on a paying client. KPIs enable a business to evaluate its performance and improve...

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How can an ad create a desire?

By portraying positive and beneficial aspects of a product, an advertisement may generate desire. Both content and appearance are required to have a significant influence on customers. A compelling advertising message goes beyond the requirements and wants of the target audience. It uses an emotional appeal to persuade the audience...

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You are the marketing manager leading a national government health initiative to encourage people to take time out in their day to engage in mild to moderate exercise and a healthy lifestyle. Answer the following questions demonstrating your understanding of concepts within the consumer behavior unit. If you were to use a celebrity spokesperson as part of your marketing strategies, who would be appropriate and why?

It seems that Dwayne “The Rock” Johnson is one of the most suitable celebrity spokespersons who can be used in a marketing strategy to promote a healthy lifestyle among people. On the one hand, it is worth admitting that including a celebrity contributes to more effective marketing efforts. This step...

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In Australia, according the Australian Bureau of Statistics, sales online became increasing popular during the COVID-19 pandemic. However, research is showing consumers are starting to shop in store again. By applying concepts from the consumer behavior unit, and your understanding of internal and external influences, discuss why consumers are moving back towards ‘bricks and mortar’ (in store) shopping, and whether you think this trend will continue.

As the COVID-19 restrictions ease, businesses reopen, and consumers move back to in-store shopping. For example, Statista reveals that the number of people intending to visit grocery stores and shopping malls was significantly higher in April than it was in February. There is a specific explanation of this state of...

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Applying your understanding of the different roles in the decision-making unit, discuss who they might be in the household decision-making process for the family car purchase.

The individual roles within the household are information gatherer, influencer, decision-maker, purchaser, and consumer. Purchasing a family car is a major financial decision, which is likely to involve the participation of the whole family unit to an extent in the decision-making process. Information gatherers are parents or heads of the...

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What has Kim Jordan done to create success in New Belgium?

Kim Jordan’s primary contribution was to establish a distribution network, which ensured stable cash inflow into the company. Most new companies struggle to get their products into stores, and Jordan managed to make the distributors want to sell their brands even though the brewery utilized the premium pricing strategy. Jordan...

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How has New Belgium implemented the marketing concept?

The core value of New Belgium Brewing (NBB) is satisfied customers, and the marketing strategy is built around this concept. NBB spends significant amounts of money on research. The company even engages in collaboration with other brewers to create dual-brand products. NBB also tried brewing organic beer by creating Mothership...

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Critically analyses the marketing environment for the ‘Ring Doorbell 3 Plus’.

A marketing environment includes external (that cannot be controlled by a company), and internal (funds, employees, materials, markets, devices that perform work) factors. Understanding the marketing environment of a company or product aids in developing future strategies for retail. I speak about the internal marketing environment for ‘Ring Doorbell 3...

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Identify a customer service attribute you feel would be most important to a company that supplies meals to an airline. Justify your answer with an appropriate example or illustration.

A company that supplies meals to an airline should meet a few requirements. Significant customer service attributes refer to availability, operational performance, and service reliability. However, it seems that the stockout frequency attribute is more important than the others. This aspect draws attention to the fact that a supplier may...

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Discuss the difference between a comparative ad and a non-comparative ad.

Comparative advertisements are strategies whereby organizations identify competitors’ products and even mention their names. Such an approach enlightens and allows the targeted customer to identify why specific products are superior to those of immediate competitors. Pepsi and Coca-Cola are some of the products that are entangled in this form of...

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Discuss how the small and big players in the market use a comparative ad.

Big companies can rely on comparative ads to show their customers the benefits of the intended products. Such corporations can embrace the model to attract more buyers and encourage them to try both brands. The model has worked successfully for Coca-Cola and Pepsi to achieve their business aims. Similarly, small...

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Starbucks has become a phenomenon worldwide, with more than 24,000 stores in more than 60 countries. Sales are great even at relatively high prices for its products. This can perhaps be explained in the United States (and other wealthy markets), but how can Starbucks’ success be explained by its foreign market entry in less developed and emerging markets?

The popularity of Starbucks, regardless of the relatively high prices of its products in less developed and emerging markets, can be explained by the offer’s uniqueness and the correspondence of its representation to the people’s mentality. In other words, despite the numerous challenges of political and socio-cultural nature, it managed...

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Do you expect that the growth of the number of Starbucks stores worldwide will continue into more countries, or do you expect Starbucks to focus on more stores in the foreign markets in which the company already has at least some stores already established?

The future development of Starbucks is significantly conditional upon the emerging circumstances of the essential markets. At present, they include the spread of coronavirus infection around the world and the challenges for businesses deriving from the economic recession. These factors highlight the need for reforming the work modes of the...

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With the CEO and driver of the company – Howard Schultz – stepping down as the company’s unquestioned leader, do you expect Starbucks to change its foreign market entry strategy in any way?

The implemented foreign market entry strategy under the leadership of CEO Howard Schultz was efficient, but it is likely to be altered under the influence of external factors. It is clear that Starbucks’ policies resulted in the growing meaning of such sites as China and India for the business development...

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The article uses the mnemonic ‘eascy’ to summarize what is driving changes in the automobile market. Explain what five concepts make up ‘eascy’.

The future’s mobility is ‘eascy’ that drives the changes in the automotive industry, and comprises electrified, autonomous, shared, connected, and yearly elements. There are five factors that influence the volume scale as well as the complexity of the future automotive market. These markets include the United States, China, and Europe....

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What do the modelling results indicate will happen to vehicle inventory in the Europe, the US and China? Why are sales expected to increase despite the reduction in inventory?

Studies suggest that it is difficult to capture the behavior of inventories within firms due to the complex global supply chain. As the manufacturing supply chain spreads across China, Europe, and the US, the inventory is likely to increase depending on the holdings across the chain. It is not easy...

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Give a specific example of a value-added service by a logistics provider that you have recently experienced. Explain why that event was positive or negative for you.

Value-added services stand for specific activities that firms take to improve their efficiency. That is why numerous logistics providers try to offer such services, and Amazon is among them. The company provides its customers with valuable opportunities, and a client can ask to palletize their freight. It is a specific...

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Cotton’s primary target for the case study is Gen Z ages 15 to 18 in the United States with a secondary target of 13 to 14. Are there specific segments of this demographic that Cotton should focus on? Assess each in terms of segment size and growth potential, segment competitive forces, and strategic fit of the segment. Develop profiles of each potential target market (including Gen Z), then identify each of your final set as primary (in our case, Gen Z is the primary target), secondary, tertiary (if you have), or abandoned (if you have). Select the target marketing approach for your target customers.

Assessment The Generation Z target group and the second one can be segmented by gender and race. In the first case, the male population overtakes the female one (51% against 49%), and it does not appear that the percentages will change. As far as the racial distribution is concerned, the...

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To what values does the Jeep Wrangler ad appeal?

The Jeep Wrangler advertisement appeals to three values shared by the middle class: social inclusion, individual freedom in leisure activities, and environmental friendliness. First of all, Jeep Wrangler defines the target audience’s socioeconomic status by its relatively high cost, as outlanders are normally more expensive than simple urban sedans. The...

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Describe the Jeep Grand Cherokee ad. In the full-size version of this ad, two shadowy figures are visible- the driver and the woman looking down on the Jeep from the lighted window high up in the building. How would you describe the building and the strange effect with water on the right side of the picture? Is the water coming from a fountain, or is the effect the result of composite trick photography? Then describe the Jeep Wrangler ad. Describe the setting and note the contents of the hiker’s “backpack.”

The Jeep Grand Cherokee ad is illustrative in terms of three important values: wealth, social status, and tradition. The suggestion to have an adventure in the heart is incorporated in Japanese, so the ad is probably designed for the Japanese audience. The new Jeep Grand Cherokee is itself a status...

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Include examples of specific social media platforms, blogs, websites, applications, etc., and a justification for each based on your division’s goals. Use real-world data by researching the outlets or platforms, reviewing media kits when available, and citing available sources on exposure, targeting options, etc.

While, at present, there is a plethora of websites and platforms apt for digital marketing, three of them deserve particular attention: Twitter. As of 2019, the Twitter user count reached 336 million, with the majority of people aged 18-30 years old. Twitter is an excellent platform for managing reputation: 77%...

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How would the addition of digital media options influence your division’s overall promotional plan? Consider the five elements of the promotion mix.

The addition of digital media options will offer new opportunities for promotion. However, at the same time, it will call for more cautiousness since Internet data and electronic word-of-mouth tends to be permanent even after their deletion from the original source. The promotional plan will entail the following five elements:...

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Discuss the decision to shift all or a portion of your division’s promotional budget in the simulation to digital marketing. Discuss the digital marketing strategies that will be used to promote organizational growth. Consider factors including B2B verses B2C considerations in digital media, target market coverage, exposure, analytics, and costs.

The rise of digital marketing is a natural consequence of the ubiquity of global Internet use. If in 2005, only 16.8% (or less than 1.5 billion) people used the Internet, in 2019, the share was up to 53.6% (or more than four billion people). Globally, commerce is migrating online, with...

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Identify and describe a potential ethical dilemma that a marketer might face when segmenting. How might this concern be appropriately addressed given the need to satisfy often conflicting stakeholders?

Market segmentation and target market selection is a practice that has some inherent ethical issues that are more apparent in certain price brackets. Addressing such problems is crucial because they often lead to severe legal and financial consequences. One controversial area concerns targeting the lowest-income part of the market with...

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Discuss how and why Glaxo and EMI performed so differently in the medical industry in spite of both firms having significant innovative developments in the industry.

The company, EMI, refers to the Emergency Medical International Inc. (EMI), which is a privately owned Florida Corporation with Mr Juan Manfredi as its President and major stakeholder. It was founded in the year 1981 as a services Company providing emergency vehicles for the export markets. Its focus in business...

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Many shops selling similar objects simultaneously give discounts in New Year’s sales. If each shop can make positive profits while giving such discounts, why cannot a firm undercut others in normal sales when nobody gives discounts times and get the entire market for a larger profit?

During times of perfect competition, the prices are set by the forces of demand and supply and remain so. The discounts given during offers are artificial ones intended to adjust the price reductions by bulk sales, and the volume in business tends to even out any minor price variations, thereby...

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What kind of disadvantages can arise in moving first? Explain with reasons.

There are two major disadvantages of the first mover, which are costs and risks. The Costs are significantly higher since a lot of money has to be spent on Research and Development (R&D) Costs, market surveying and researching, planning, organising and scheduling activities and also other significant aspects. It is...

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Define SWOT analysis.

The environment in which a firm works may be useful or harmful. This is known only when the environment is analyzed by using analytical models, and the SWOT model is the best to describe the same. SWOT is an acronym used to describe strengths, weaknesses, opportunities, and threats, which represents...

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Is Gallo being socially responsible by supplying dessert wines? What responsibility does Gallo have to consumers in furnishing dessert wines? Does the Gallo family have any personal responsibility to speak out against alcohol abuse? Should they be doing more than speaking out? Should production and sale of Thunderbird and Night Train be discontinued? How does ethical relativism factor into this scenario?

It is clear that these dessert wine brands target a specific category of customers who are having personal and social difficulties in their daily lives. Mostly they target low-income consumers, young adults, and, especially, alcoholics. As social worker Mark Dalton from the Washington State’s Division of Alcohol and Substance Abuse...

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Which approach to managing a company’s ethical conduct would you say Gallo seems to be applying? What are the challenges associated with this approach?

In fact, Gallo prefers to ‘hide’ the negative effects its dessert wine brands have on the consumer and not talk publicly about them. Instead, it has selected a ‘legally right’ managing strategy. Gallo, and all fortified wine-producing companies, have put the issue on the basis that it is legally permitted...

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If Gallo Winery decides to abandon the Thunderbird and Night Train brands, what will be the impact on those individuals who abuse the dessert wine products?

There is a dilemma on the reaction of this target customer group. Many authors do believe that they will find substitute products since addiction means addiction to any product composed of alcohol and particularly wine. Nevertheless, the desert and fortified wine brands were the ones that made it affordable to...

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How important is the dessert wine segment to the industry? To E. & J. Gallo Winery? How do these products fit with Gallo’s stated position on the quality of its products? Do brands like Thunderbird and Night Train have any redeeming features as a product, even if they are in demand by a segment of the population?

The dessert and fortified wine segments are the ones that practically made the wine industry popular. They are the major factors that boost sales for companies. If we check the consumption trend of the wine industry since 1940 and we will notice a gradual yet rapid growth of consumption among...

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What is the burden of proof regarding the potential harms and benefits of products and how they might be accounted for in ads?

The media company bears the burden of proof by demonstrating that the advertisement will not manipulate a rational consumer or whether the campaign is harmful or misleading. The burden of proof is addressed by presenting all relevant details regarding the product, including its functionality, usefulness, possible damage, and advantages. The...

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Many consumers today seem to be obsessed with monitoring their emotions. They post about their feelings, track their sleep patterns, and fret about how often they’re “liked” on social media. Should happiness be quantified? What role do you think influences play in all of this? Provide an example.

Many social media users thrive on emotions and often post how they feel to gauge the reaction of others. While the expressive reactions posted by internet community members may express their deep states of mind, they often receive responses that may ruin their moods. Online interactive platform outlets have created...

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Crisis, fear and guilt are very common themes in marketing and advertising. Humanitarian disasters are the backdrops favored by charities to elicit donations. Fear of burglary or weather damage fuels home and contents insurance marketing. Gyms rely on our guilt about putting on a few pounds over the winter months. These are all dominant emotions- should marketers use these emotions as integral parts of their marketing campaigns? Provide an example.

Marketers often exploit fear, anxiety, and guilt to appeal to their potential customers. The use of these negative aspects helps understand the motivations for human actions. Individuals will thus join an insurance policy for fear of losing their investments in case of burglaries. Those who join fitness clubs, on the...

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Compare and contrast the following theories: diffusion of innovations and social marketing. Do not simply restate the theories. Discuss how they are similar and different and how they are useful for health promotion.

The diffusion of innovations theory emphasizes peer pressure and social imitation, as crucial factors in the dissemination of a new idea, product, or service. This theory, suggests that, in promoting a new practice, there are innovators, early adopters, early majority adopters, late majority adopters, and laggards. Therefore, people are more...

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What are the two approaches to marketing?

The function of marketing is essential for any business organization. Managers can consider these two approaches to marketing: Relationship marketing and transactional marketing. Transactional marketing is a strategy that focuses on one single purchase. Such firms will reduce their direct contact with the suppliers and customers. The company will focus...

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When you build your marketing campaign, what should be the core goals?

When building a marketing campaign, core goals include: Establishing a relevant brand identity that is clear, communicable, and cost-effective Identifying the target group is another goal. This enables the creation of powerful messages following the identification of the needs, habits, demographics, priorities, and values of the group. Once identified, all...

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What are the three basic business models?

There are three basic business models that include Business to Business, which means that two forms deal with each other; Business to Customer, which means that firms are dealing directly with their clientele; and Customer to Customer, which happens when two clients participate in the exchange of goods or services...

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Marketing penetration depends on what 3 things?

The ability of company products to be available to different localities first depends on the demographics. This means that the involved company has been successful in targeting the right customer group. Secondly, the penetration also depends on human factors such as poor management styles. Thirdly, penetration could be affected by...

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What are the two types of distribution channels?

Distribution channels are generally of two types, direct and indirect channels. Direct channels involve supplying customers with goods directly from the factory of the producer. All contacts are looked after by the sales or marketing in-house department. Often, direct sales involve international customers. Indirect channels have various types. Among these...

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