1. Look at the Figure in Chapter 14 entitled, Integrated Marketing.docx

1. Look at the Figure in Chapter 14 entitled, Integrated
Marketing Communications, which outlines the blended mix of
promotional tools (advertising, personal selling, sales
promotion, etc.). Consider which mix of tools will be best
suited to the company/organization (choose at least 2)
2. Discuss why these would be the best marketing
communication tools and summarize what kind of marketing
communication you would employ (for example, what type of
sales promotion would you recommend for the company, etc.).
Walmart
Wal-Mart's integrated marketing communication strategy
includes retailing high quality and marked products at the least
value conceivable. To keep up low costs, the partnership
decreases costs by utilizing the most recent electronic
innovation and warehousing. It likewise negotiates for product
straightforwardly from makers, taking out the broker. The
achievement of the giant retailer depends upon effective
advertising correspondence relying on sound administration
choices for the combination of the different components of the
promotional mix. For promoting communication to be fruitful,
however, a steady choice must be made dealing with the three
are from the advertising blend: the product, service or the idea
itself; the cost at which the item will be offered; and the place
through or which clients will purchase the brand.
In Walmart, IMC is upheld by creating far-reaching databases
on present and potential costumers, fragmenting these costumers
into groups with certain basic mindfulness levels and practices
and creating media methodologies and interchanges that
immediate the communication strategies to accomplish
advertising targets. Among five, here are the two promotional
tools that Walmart utilizes now and again.
Direct marketing
Direct marketing or digital marketing includes the media which
legitimately passes on the message to the objective market. It

includes TV, radio, magazines, sponsorships, and papers.
Luckily enough Walmart utilizes every one of these mediums to
pass on its message of 'regular low costs' to its clients. It
promotes the TV at top review hours to focus on the best
portion of the market. New items with any mechanical
development are appeared in advertisements with their most up
to date highlight. Walmart supports sports and good cause
occasions to gain decent notoriety as a mammoth retailer that
individuals appreciate. Papers and magazines are likewise
utilized for a similar reason. New items with its pricelist are
offered in magazines that don't mean to focus on a specialty
advertise since Walmart targets center and low-salary workers.
Direct mailing is additionally one of divider store's significant
medium to refresh its current clients about new occasions that
take inside the premises of Walmart, for instance, the topic for
the month is pet nourishment; every single pet nourishment will
be shown in the way to get the eyes of each individual who keep
pets.
Sales promotion:
Walmart utilizes the following strategies to make mindfulness
and enthusiasm for buyers to buy from Walmart
Competition: this is utilized to help deals, where customers are
entering for a month to month prize draw offering an assortment
of prizes. With extravagant items, the estimation of the cost is
frequently high, for example, holidays package to the customer.
Retail location: Walmart attractively put their new product to
catch the customer attention and fascinatingly decorate them so
that customer persuades them to buy.
Free samples: free testing of the item is finished by Walmart
when it introduces new items for sale.
Gifts, exhibitions and trade fair: endowments are offered at
certain timespans of the year, typically when deals are low, to
empower spending. In another hand, Walmart also takes a part
in fair and exhibition to promote its sales for a specific
department or product.
3. What types of advertising objectives would you recommend

(see table entitled ‘Possible Advertising Objectives” in Chapter
15)?
Walmart's advertising objective incorporates informative and
persuasive advertising techniques. Imparting customer esteem,
constructing the brand inclination and company image,
portraying accessible item and backing, improving the value
advising value change to their customer ahead of time,
convincing customer to purchase an item through contribution
distinctive advancement and rebate, and the entrance of their
items for all customers over their stores. They attempt to focus
on their consumer loyalty and afterward ensure request stays for
their items. Walmart controls its clients' value-based
information and helps brands retarget them towards
Walmart.com and its physical areas that satisfy a guarantee to
associate clients online with disconnected.
4. How could a cloud-based CRM device help this company or
organization?
CRM or Customer Relationship Management is a system
utilized by associations to deal with the organization's
relationship and connections with the potential customer.
Essentially Walmart depends upon huge information
investigation to get the trace of what the customer is expecting
and how their desires can be met. Walmart isn't utilizing a
specific CRM for customer relationship management, yet they
are utilizing multi-channel and omnichannel procedures to
engage their customers. To encourage these procedures, they
utilize online and mobile presence and draw in with their
customer which in turn has led to increased customer
satisfaction in the previous few years.
Walmart builds up the relationship with their customer by
blending information in with the fun. They make a point to
design occasions with their customers which incorporate
possibilities that teach and simultaneously offer diversion which
is topped with the social collaboration.
In conclusion, there is nothing that the organization manages
without ensuring that its activities advantage the customers here

and there or the other. Walmart has managed advertising and
limited time components effectively to a serious decent degree
in its home state. The organization has a pledge to business
greatness. This is seen by the quality and care concurred to the
customer once they record to their retail location. To understand
their costumer, Walmart ensures that they see each element of
their business. Everything that they do is done after cautious
thought of the effect of the item on the customer.
Work cited:
· Kotler, Philip, and Gary Armstrong. Principles of Marketing,
17th edition. New York City: Pearson Education, Inc., 2018. e-
book. [Columbia College].
· “Marketing Management.” ManagementParadise.com
Management Business Education Learning Platform
RSS, www.managementparadise.com/forums/marketing-
management.
· “GLOBAL INTEGRATED MARKETING
COMMUNICATION.” UKEssays.com,
www.ukessays.com/essays/marketing/global-integrated-
marketing-communication-strategies-marketing-essay.php.
Academic English Skills Coursework 1: Source Report
Name: zhou xiaonan
Class: sfse2d
Date: 2020 2.18
Essay title or question:
Title:
Discuss the benefits and drawbacks of a company moving its
production operations to a developing country. Consider the

social, economic and political effects of company relocation.
Plan for overall structure of essay:
Plan for overall structure
Introduction： introduction to developing countries
P1. Empirical evidence of the impact of transnational
production
P2. Social problems in developing countries
P3. Political phenomena in developing countries
Conclusion So shifting production from one company to another
in the developing world does more harm than good because
there are so many sources of instability
Part 1: Annotated List of Sources
Select TWO sources you have read and plan to use in your essay
and complete the table below outlining:
· why the text is useful for your essay
· how you found the source.
You will focus on three different sources in part 2. Include a
reference in the following format:
Books / chapters of books:Social sustainability in developing
country suppliers
Author Surname, Initial(s). (Year). Title of work (Edition if not
first). Place of Publication: Publisher.
e.g. Bryman, A. (2012). Social research methods (4th ed.).
Oxford: Oxford University Press.
Anisul Huq, Fahian Stevenson, Mark Zorzini,
Marta,International Journal of Operations & Production
Management, 28 April 2014, Vol.34(5), pp.610-638,
E-ISSN: 1758-6593

Journal articles (print/ online)On the foreign operations of
Third World firms : a study about the background and the
consequences of "Third World multinationals"
Author Surname, Initial(s). (Year). Title of article. Title of
journal/periodical, Volume(Issue), Page range. doi
Lane, J. D., Evans, E. M., Brink, K. A., & Wellman, H.M.
(2016). Developing concepts of ordinary and ex
traordinary communication. Developmental Psychology, 52(1),
19-30. https://doi.org/10.1037/dev0000061
Patrice J H Riemens，Amsterdam : Koninklijk Nederlands
Aardrijkskundig Genootschap, Insituut voor Sociale Geografie,
Faculteit Ruimtelijke Wetenschappen, Universiteit van
Amsterdam, 1989 ISBN : 9068091107; ISBN : 9789068091106
Websites shef.ac.uk
Note that you should summarise and paraphrase key information
in the text in order to demonstrate that you have understood the
sources. You may use bullet points. You are not marked for
your language accuracy, but you will be penalised for copying
text from the source.
Type of source:
Economy perspective
Reference:
Social sustainability in developing country suppliers
This source is relevant because...
In this paper, a large number of the developing country
suppliers in this paper are adopting socially sustainable
practices, as well as how to hinder and promote the

implementation process. In addition, I think there is plenty of
space to explain the social problems in developing countries,
which can better prove my paper.
I found this source by…
I found it on the school website starplus.
Source 1
Source 2
Type of source:
Politics and economy perspective
Reference:
On the foreign operations of Third World firms : a study about
the background and the consequences of "Third World
multinationals"

Another example I looked for was a study on a multinational
company and the results. I read the article and found that there
are many examples of this work in developing countries
I found it on the school website starplus.

Part 2: Source Report
Complete the source report for THREE different sources you
have read. Include:
· The reference in APA format
· How you have identified the source as suitable for academic
use (Currency, Authority and Accuracy)
· Three main points from the text which are useful for your
essay, including the supporting information for each idea or
argument
· The section of your essay the information will be useful for –
make sure each source covers a different aspect of your essay
· Conclusions you have drawn from your reading
Source 3
Reference:
Source Evaluation
Currency
a. When was the text published?
b. Are the citations and references used in the text current?
a.
b.
Authority
a. Who is the author / organisation?

b. Are they qualified?
c. Is the source peer-reviewed?
c.
d.
e.
Accuracy
f. Where does the information in the article come from?
g. Are academic conventions used?
f.
g.
Where will you use this source in your essay?

Relevant Points from the text
Supporting Evidence (Must be paraphrased)

Source 4
Reference:
Source Evaluation
Currency
a.
b.
Authority
c. Who is the author / organisation?
d. Are they qualified?
e. Is the source peer-reviewed?
c.
d.
e.

Accuracy
f.
g.

Source 5
Reference:
Source Evaluation
Currency
a.

b.
Authority
c.
d.
e.
Accuracy
f.
g.

Conclusions and predictions/recommendations drawn from your
reading
·
·
·
You will be given a tutorial following submission of the
assessment. In the tutorial, you will be asked to:
· Show your tutor how you found your sources
· Talk your tutor through what you think are the useful parts of
the sources
You will also be given opportunity to:
· Ask any questions you have on the assessment
· Get feedback on the work you have done so far
This assessment is worth 40% of your reading mark. The mark
you are awarded for Evidence of Subject Knowledge may be
amended based on your tutorial discussion.
Academic English Skills Coursework 1: Source Report
Name:
Class:

Date:
Essay title or question:
Title:
Plan for overall structure of essay:
Plan for overall structure
Introduction
P1.
P2.
P3.
Conclusion
Part 1: Annotated List of Sources
Select TWO sources you have read and plan to use in your essay
and complete the table below outlining:
· why the text is useful for your essay
· how you found the source.
You will focus on three different sources in part 2. Include a
reference in the following format:
Books / chapters of books:
Author Surname, Initial(s). (Year). Title of work (Edition if not
first). Place of Publication: Publisher.
e.g. Bryman, A. (2012). Social research methods (4th ed.).
Oxford: Oxford University Press.
Journal articles (print/ online)
Author Surname, Initial(s). (Year). Title of article. Title of
journal/periodical, Volume(Issue), Page range. doi
Lane, J. D., Evans, E. M., Brink, K. A., & Wellman, H.M.
(2016). Developing concepts of ordinary and extraordinary
communication. Developmental Psychology, 52(1), 19-30.

https://doi.org/10.1037/dev0000061
Websites
Author Surname, Initials/Organisation. (Year). Title of
webpage. Retrieved date, retrieved from
NHS Choices [NHS]. (2015). Stress, anxiety and depression.
Retrieved February 8, 2016, from
http://www.nhs.uk/Conditions/stress-anxiety-
depression/Pages/low-mood-stress-anxiety.aspx
Note that you should summarise and paraphrase key information
in the text in order to demonstrate that you have understood the
sources. You may use bullet points. You are not marked for
your language accuracy, but you will be penalised for copying
text from the source.
Type of source:
Reference:

Source 1
Source 2
Type of source:
Reference:

Part 2: Source Report
Complete the source report for THREE different sources you
have read. Include:
· The reference in APA format
· How you have identified the source as suitable for academic
use (Currency, Authority and Accuracy)
· Three main points from the text which are useful for your
essay, including the supporting information for each idea or
argument
· The section of your essay the information will be useful for –
make sure each source covers a different aspect of your essay
· Conclusions you have drawn from your reading
Source 3

Reference:
Source Evaluation
Currency
a.
b.
Authority
a. Who is the author / organisation?
b. Are they qualified?
c. Is the source peer-reviewed?
c.
d.
e.
Accuracy

f.
g.

Source 4
Reference:
Source Evaluation
Currency
a.

b.
Authority
c.
d.
e.
Accuracy
f.
g.

Source 5
Reference:
Source Evaluation
Currency
a.
b.
Authority
c.
d.

e.
Accuracy
f.
g.

Conclusions and predictions/recommendations drawn from your
reading
·
·
·

You will be given a tutorial following submission of the
assessment. In the tutorial, you will be asked to:
· Show your tutor how you found your sources
· Talk your tutor through what you think are the useful parts of
the sources
You will also be given opportunity to:
· Ask any questions you have on the assessment
· Get feedback on the work you have done so far
This assessment is worth 40% of your reading mark. The mark
you are awarded for Evidence of Subject Knowledge may be
amended based on your tutorial discussion.
1. Discuss some of the main actors in the microenvironment and
the main forces in the macro-environment for your organization.
Please be specific and provide relevant analysis useful for the
organization.
Walmart Inc.
Walmart is an American largest retail company with a revenue
of $ 500.3 billion. It has secure 1st position on fortune 500 lists
for the last 6 years. External and internal factors, which are also
known as macro-environment and micro-environment has a
direct and indirect effect on the company.
Micro Environmental Factors
Anything in the immediate environment including suppliers,
customers, competitors, intermediaries, government and other
regulating body is the microenvironment. Usually, the retailer is
aware of the micro-environmental actor and it is close to the
company that affects the ability to serve its customers. In this
paper, I will focus on actor such as marketing intermediaries,
competitors, and customers.
1. Marketing intermediaries: intermediaries helps business

promote, sell and distribute its product and services to the final
buyer. Walmart involves in this kind of marketing strategy.
Hundreds of brands cooperate with Walmart for its sale. It is
advantageous for both Walmart and the Brand. Walmart
diversified products with low inputs and other companies get a
platform to introduce their new product into the market easily.
2. Competitor: Walmart has numerous of a competitor in the
market. Target, Kingsooper, Costco, H-mart, Home- Depot, and
Amazon is the tough competitor. Competitors always give a
lesson to the company. Walmart ranked 1st position in
collecting revenue among its top 10 competitors.
3. Customers: the customer is the most important actor in the
microenvironment. The company cannot be imagined in the
absence of customers. Walmart is a discount store. Walmart
always maintains the quality and sells a product at a cheaper
price. Creating value for the customer and keeping a
relationship with customers is important. It has a record of
serving 270 million customers weekly.
Macro Environmental Factors
The external environment or the macro environment is the
forces which are outside of the control of retailers and also has
large scale effect in the economic and the industrial point of
view. The macro-environmental factor includes political,
economic, social, technological, legal and environmental forces.
Here I am going to discuss political, social and legal forces in
Walmart Inc.
1. Political stability: is an important external force for Walmart,
its suppliers, and manufacturers. Political stability plays a
crucial role if Walmart wants to expand its physical stores and
e-commerce platform. The expansion of Walmart relies on
taking over the Chinese market and handle the threat wisely.
Walmart has a higher wage rate in comparison to another retail
store. Walmart faced higher political pressure in higher wages.
Furthermore, political stability in the locations where its
suppliers and manufacturers are operating allows suppliers to
meet standards and focus on operations.

2. Economic Factor: instability and change in the economy are
one of the greatest threats to Walmart. According to the annual
report, the economic factor effect Walmart and the supplier, as
a result, an increase in the cost of goods sold can affect pricing
strategy. Inflation in the economy badly affects the consumer
demand for Walmart product, slow down the net sales and
inventory turnover. Increasing interest rates also affect the
economy of Walmart.
3. Technological factor: Emerging technology is one of the
biggest challenges for Walmart. Today all the businesses are
transforming into the digital world. People are so busy to go to
the physical location for shopping. Online business is expanding
in the speed of light. To cope with other digital business
Walmart is embracing technological innovation. For instance,
online ordering, using social networking sites for the
advertisement of the product, Walmart mobile app, robots, and
automated units are testing on the few locations of Walmart and
waiting for a positive response.
2. Consider what marketing research the organization has done
or can conduct in the future. Include at least one specific
primary data collection and one specific secondary data
gathering. Also, what marketing decisions have been or could
be made with that marketing research?
Walmart has had the option to minimize expenses for its buyers
through various key capabilities including the capacity to
oversee productive inventory network activities through its kin,
procedures, and innovation. One of the main organizations in
the market to have the option to genuinely prevail with an Every
Day Low Price Strategy, Walmart has gotten skilled at
guaranteeing that the correct items are in the opportune spot at
the ideal time. Being the biggest retailer on the planet implies
access to a really dumbfounding measure of information.
Information that can be utilized to make fascinating open doors
for the association to have the option to all the more likely

comprehend what is and isn't selling in the entirety of its stores
and on its site so as to decide how to modify its contributions
for what's to come. Despite the company’s wealth of data,
Walmart has in more recent years implemented an interesting,
albeit more old fashioned approach to determining how to stock
its toy inventories for the holiday season. Specifically, for the
past couple of years, Walmart has assembled a focus group of
1,000 kids to try out new toys from manufacturers with the goal
of identifying which toys are going to be hot sellers during the
holiday season. This year Walmart had its focus groups which
in total involved about 1,000 children play with, comment on,
and rate over 80 toys from a number of big-name manufacturers.
From there Walmart took the feedback and ratings and compiled
the data into a top-20 list to be used by its buyers as a guide for
their holiday season toy purchases (Marketing Management 2E,
chapter 16).
Work cited:
· Chapter 16 – The Marketing Dashboard: Metrics for
Measuring Marketing Performance. (n.d.). Retrieved from
https://marshall-johnstonmm.com/category/chapter-16-the-
marketing-dashboard-metrics-for-measuring-marketing-
performance
· Kotler, Philip, and Gary Armstrong. Principles of Marketing,
17th edition. New York City: Pearson Education, Inc., 2018. e-
book. [Columbia College].
· (n.d.). Retrieved from https://www.marketingtutor.net/pestle-
analysis-of-walmart/
Marketing Plan Format
Review the Sample Marketing Plan in Appendix 1 of your
etext. Follow the table of contents below, using the Sample in
the etext as a guide only for the type of content expected in
each section. Many sections are similar. For example, both the
Sample and this assignment include a SWOT analysis.

Important: A minimum of 3 scholarly sources including your
etext are required. Use in-text citations throughout the paper.
Title Page
Table of Contents
· Use the headings show in this example as your table of
contents.
Introduction to Organization and Product/Service and
Microenvironment
· Background and explanation including the one or two
products/services you are focusing on
· Include main actors in the micro environment (incorporate
relevant aspects of Dropbox 2 into this part; see Chapter 3).
· Include a discussion of the main forces in the
macroenvironment (incorporate relevant aspects of Dropbox 2
into this part; see Chapter 3).
Basic Marketing Research
· What marketing research does the organization plan
(incorporate relevant aspects of Dropbox 2 into this part)?
SWOT Analysis
· Strengths, Weaknesses, Opportunities, Threats – a chart
format is OK for this section – see SWOT section in the Sample
Marketing Plan in the etext.
Competitive Analysis
· See the Competitive Review section in the Sample Marketing
Plan in the etext.
Marketing Objectives
· Be specific, preferably measurable objectives, explain – see
Objectives and Issues section in the Sample Marketing Plan in
the etext.
Positioning, Target Market and Segmentation
· Create a positioning statement or improve upon the one the
organization currently has (this can be a short phrase or one-
liner – see page 204 of the etext under “Differentiation and
Positioning” for examples). What is the segment and who is the
target market? Prepare a small chart similar to Table A1.1 in the
Sample Marketing Plan in the etext.

Marketing Mix Strategies
Describe strategies for all 4 P’s of marketing, or how to
improve what a company is currently doing; See Marketing
Strategy section in the Sample Marketing Plan in etext but
describe these in further detail with full analysis for
each separately – this may be your largest section of the report.
· Product
· Price
· Place
· Promotion and Integrated Marketing Communication (also
incorporate Dropbox 5 into this area)
Ethical, Legal and Privacy Considerations
· What ethical and legal issues present themselves? Consider
any of these as relevant and describe how you would address
these.
Conclusion
Appendix (optional)

1. Look at the Figure in Chapter 14 entitled, Integrated Marketing.docx

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