This document provides an overview of the course materials for MKT 575 Entire Course. It lists the weekly assignments, which include analyzing a company's marketing strategy, creating a pitch deck for a challenging consumer market, writing memos on buyer behavior and marketing research, and conducting an analysis for a new product launch. It also provides sample assignment descriptions and instructions for a marketing research brief and new product launch analysis. The document aims to provide students with a full course overview and guidance on the weekly assignments.
This document provides an overview of the course materials for MKT 575 Entire Course. It lists the weekly assignments, which include analyzing a company's marketing strategy, creating a pitch deck for a challenging consumer market, writing memos on buyer behavior and marketing research, and conducting an analysis for a new product launch. It also provides sample assignment descriptions and instructions for a marketing research brief and new product launch analysis. The document aims to provide students with a full course overview and guidance on the weekly assignments.
Brand loyalty is a certain way of feeling about a brand, and the relational commitment those feelings produce. Read this guide to help you understand and increase your brand loyalty.
This document is built to understand the scope of online branding in current market, to understand our capabilities and gaps in analytics and propose a business case to build on a framework and its target markets
The document provides information about a brand management training program that aims to help participants understand the importance of brand management from the perspective of Enterprise Cultural Heritage. The training covers defining what a brand is, identifying key brand elements, and developing a brand management plan. It is estimated to take 2-2.5 hours and includes information on Enterprise Cultural Heritage and its four pillars of management: intellectual property, change, heritage, and brand.
1) Sandra Zoratti advises marketers to focus on the quality rather than quantity of customer engagements. Metrics like customer loyalty, churn rate, and time spent consuming content provide better insights than volume metrics.
2) Understanding the entire customer journey across multiple channels is important for evaluating effectiveness and building loyalty. No single channel tells the full story.
3) Emotional attention metrics that measure customer behaviors and outcomes, like content consumption leading to further engagement, provide meaningful insights for marketers. The ultimate goals are increasing revenue from new and existing customers.
Brand Key Performance Indicators as a Force for Brand Equity ManagementBloom Partners GmbH
This document presents a framework for using brand key performance indicators (KPIs) to manage brand equity. It discusses:
1. Linking various dimensions of brand equity like market share, loyalty, and brand attitudes through a measurement system of KPIs.
2. How to set targets for KPIs based on the relationships between dimensions, allowing brands to track performance against financial goals.
3. A case study where this framework helped a telecommunications company better understand brand health across divisions and implement a new, company-wide brand equity management system.
Brand equity is a widely used but difficult to define marketing concept. While growing brand equity is often cited as a goal, there is no agreed upon way to measure it or link it to business value. To use brand equity in a marketing plan, a company must first agree on a definition and framework that shows how brand equity drives customer attitudes and behaviors and ultimately financial outcomes. This involves defining what brand equity means to the organization, creating a model linking marketing activities to customer perceptions and actions to sales and profits, and developing a research plan to evaluate and refine assumptions in the framework over time. While no single measure can capture brand equity, an iterative process of conceptualizing, measuring, and revising the model can demonstrate marketing's impact even
This document discusses the importance of strategic branding in mergers and acquisitions. It notes that while businesses address legal and financial issues in M&As, they often ignore brand management which is critical. Poor branding can lead to inconsistent brands, lower equity, image loss, and customer and employee issues. The document recommends incorporating brand planning and management early in M&A discussions. It provides considerations for brand strategy in different M&A scenarios such as when a company acquires another, is acquired, or merges with another.
10 deadly marketing sins summary boookLeila Binesh
The document summarizes Philip Kotler's identification of the 10 most common marketing deficiencies that prevent companies from succeeding. It outlines each of the 10 "deadly sins" of marketing, providing details on the signs that a company is demonstrating that sin as well as solutions for addressing it. The first sin discussed is that companies are not sufficiently customer-focused or market-driven. The summary provides examples of how companies can better segment their markets, prioritize customer segments, and develop specialized sales teams to improve customer understanding and serve different customer groups.
Brand metrics to measure business performanceFullSurge
In this interactive session, Michael Million leads a discussion about how to frame different types of metrics in an effort to track performance of an organization's activities and how they effect both brand equity and business outcomes.
How do you measure your company's Brand Equity?
Using popular marketing resarch methods is not effective enough any more.
I suggest combined research and analytics metology ,which allows you to get a more precise and holistic picture of the brand.
This document provides an overview of tools and frameworks for developing an effective brand strategy. It outlines a step-by-step process including conducting a brand audit, defining the brand positioning, developing a brand personality, and creating an integrated communications strategy to ensure consistent messaging across all touchpoints. The goal is to provide a common language and shared understanding of the brand strategy process to help marketers and students implement it within their organizations.
This white paper discusses the key elements of successful sales training programs for luxury hotels. Typical sales training often fails to provide a return on investment due to focusing on outdated skills and not being customized to the brand or buyer needs. Successful training programs incorporate four crucial elements - creating a compelling reason for the training, delivering immediately applicable and customized content, designing an ongoing training process, and having leadership fully participate in the training as an example. These elements can help sales teams change their perspectives and behaviors to achieve better results.
MKT 421 EDU Achievement Education--mkt421edu.comkopiko163
FOR MORE CLASSES VISIT
www.mkt421edu.com
Purpose of Assignment
A well planned distribution channel system is a key component of the marketing mix that helps meet customer demands and achieve company goals. This assignment will analyze the role channels
MKT 421 EDU Education Counseling -- mkt421edu.comkopiko97
FOR MORE CLASSES VISIT
www.mkt421edu.com
Purpose of Assignment
A well planned distribution channel system is a key component of the marketing mix that helps meet customer demands and achieve company goals. This assignment will analyze the role channels of
Tns _L'evoluzione del Brand Tracking_Webinar _Settembre 2015Gabriella Bergaglio
I brand si trovano oggi ad affrontare nuove sfide, in una situazione di mercato in continua e rapida evoluzione che negli ultimi anni ha messo tutti a dura prova.
In questo quadro di incessante cambiamento, gli approcci tradizionali alle ricerche di mercato sono destinati all’estinzione se non si trasformano, adattandosi al contesto contemporaneo. Le aziende hanno bisogno di avere insight che possano anticipare i possibili cambi di preferenza dei consumatori. Le ricerche di mercato sono state ideate in tempi in cui l’esigenza conoscitiva era elevata. Questo tipo di indagini così come erano state pensate, oggi sono anacronistiche con tempi di delivery che non incontrano più le necessità del marketing e budget dedicati sempre più ridotti.
Ecco perchéTNS propone un nuovo sistema di studio del Brand Tracking (http://www.tns-global.it/news-center/news/webinar-online-future-tracking-il-valore-dellintegrazione-con-i-social-data) in modo da offrire ai suoi clienti i benefit che possono arrivare oggi dalle nuove tecnologie e dal mondo digital in senso più ampio.
I nuovi sistemi di monitoraggio del brand si devono adattare a un approccio integrato che utilizza informazioni provenienti da più fonti, con una crescente componente basata sui dati social. Per questo, la nuova struttura dei tracking prevede:
una spina dorsale costruita sui dati social & search, con la possibilità di fruire i dati in tempo reale
un disegno di ricerca tradizionale più leggero ed efficace
Questa impostazione, più snella e efficiente, permette di liberare risorse per realizzare nuovi moduli integrativi, di arricchimento e approfondimento. Per info http://www.tns-global.it/competenze/brand-communication )
MKT 421 EDU Education Planning--mkt421edu.comWindyMiller27
This document contains information about marketing assignments for an online course. It includes scenarios and requirements for two assignments. The first assignment involves reviewing an article on distribution channels and recommending strategies for a sports apparel company. The second assignment involves defining marketing concepts like customer value propositions, comparing marketing and advertising, and applying these concepts to personal branding or a company. Both assignments require 1,000-1,200 word responses.
This document discusses brand management and customer-based brand equity. It defines a brand and explains the challenges brands face in today's complex marketing environment. The concept of brand equity is introduced, with a focus on customer-based brand equity. Determinants and benefits of customer-based brand equity are outlined. Strategic brand management involves identifying brand positioning, implementing marketing programs, measuring performance, and building brand equity over time. An integrated marketing communications approach can help create the brand knowledge structures that form customer-based brand equity.
This document discusses key concepts in brand management including definitions of brands and brand equity. It introduces a customer-based brand equity model which identifies the determinants and benefits of strong customer-based brand equity. These include brand awareness, associations, perceptions, and resonance. The document also outlines the strategic brand management process of identifying brand positioning, implementing marketing programs, measuring performance, and sustaining equity over time.
This document discusses how emotions play an important role in business-to-business (B2B) purchasing decisions. Recent research showed that a business purchaser's emotions are twice as important as rational features and benefits. Creating a high "brand connection" makes buyers 5 times more likely to consider, 13 times more likely to purchase, and 30 times more likely to pay premium prices. While business value is important, personal value related to emotions has twice the impact. To differentiate your brand, you need to appeal to buyers' personal and emotional needs in addition to functional benefits.
The document outlines a 4-stage brand management process used by Gelb Consulting Group to create sustainable brands: 1) Understand through research and defining objectives, 2) Create brand strategies through workshops and scenarios, 3) Deploy strategies internally and externally, 4) Monitor through dashboards and ensure cultural changes. The process emphasizes collaboration, research, and accountability to transform branding initiatives into long-term organizational changes.
If it's going to work, you need to involve people outside the marketing function. Actually, you have a change management project on your hands. See why.
Please credit the author if you use the material. Some images are subject to copyright.
Brand loyalty is a certain way of feeling about a brand, and the relational commitment those feelings produce. Read this guide to help you understand and increase your brand loyalty.
This document is built to understand the scope of online branding in current market, to understand our capabilities and gaps in analytics and propose a business case to build on a framework and its target markets
The document provides information about a brand management training program that aims to help participants understand the importance of brand management from the perspective of Enterprise Cultural Heritage. The training covers defining what a brand is, identifying key brand elements, and developing a brand management plan. It is estimated to take 2-2.5 hours and includes information on Enterprise Cultural Heritage and its four pillars of management: intellectual property, change, heritage, and brand.
1) Sandra Zoratti advises marketers to focus on the quality rather than quantity of customer engagements. Metrics like customer loyalty, churn rate, and time spent consuming content provide better insights than volume metrics.
2) Understanding the entire customer journey across multiple channels is important for evaluating effectiveness and building loyalty. No single channel tells the full story.
3) Emotional attention metrics that measure customer behaviors and outcomes, like content consumption leading to further engagement, provide meaningful insights for marketers. The ultimate goals are increasing revenue from new and existing customers.
Brand Key Performance Indicators as a Force for Brand Equity ManagementBloom Partners GmbH
This document presents a framework for using brand key performance indicators (KPIs) to manage brand equity. It discusses:
1. Linking various dimensions of brand equity like market share, loyalty, and brand attitudes through a measurement system of KPIs.
2. How to set targets for KPIs based on the relationships between dimensions, allowing brands to track performance against financial goals.
3. A case study where this framework helped a telecommunications company better understand brand health across divisions and implement a new, company-wide brand equity management system.
Brand equity is a widely used but difficult to define marketing concept. While growing brand equity is often cited as a goal, there is no agreed upon way to measure it or link it to business value. To use brand equity in a marketing plan, a company must first agree on a definition and framework that shows how brand equity drives customer attitudes and behaviors and ultimately financial outcomes. This involves defining what brand equity means to the organization, creating a model linking marketing activities to customer perceptions and actions to sales and profits, and developing a research plan to evaluate and refine assumptions in the framework over time. While no single measure can capture brand equity, an iterative process of conceptualizing, measuring, and revising the model can demonstrate marketing's impact even
This document discusses the importance of strategic branding in mergers and acquisitions. It notes that while businesses address legal and financial issues in M&As, they often ignore brand management which is critical. Poor branding can lead to inconsistent brands, lower equity, image loss, and customer and employee issues. The document recommends incorporating brand planning and management early in M&A discussions. It provides considerations for brand strategy in different M&A scenarios such as when a company acquires another, is acquired, or merges with another.
10 deadly marketing sins summary boookLeila Binesh
The document summarizes Philip Kotler's identification of the 10 most common marketing deficiencies that prevent companies from succeeding. It outlines each of the 10 "deadly sins" of marketing, providing details on the signs that a company is demonstrating that sin as well as solutions for addressing it. The first sin discussed is that companies are not sufficiently customer-focused or market-driven. The summary provides examples of how companies can better segment their markets, prioritize customer segments, and develop specialized sales teams to improve customer understanding and serve different customer groups.
Brand metrics to measure business performanceFullSurge
In this interactive session, Michael Million leads a discussion about how to frame different types of metrics in an effort to track performance of an organization's activities and how they effect both brand equity and business outcomes.
How do you measure your company's Brand Equity?
Using popular marketing resarch methods is not effective enough any more.
I suggest combined research and analytics metology ,which allows you to get a more precise and holistic picture of the brand.
This document provides an overview of tools and frameworks for developing an effective brand strategy. It outlines a step-by-step process including conducting a brand audit, defining the brand positioning, developing a brand personality, and creating an integrated communications strategy to ensure consistent messaging across all touchpoints. The goal is to provide a common language and shared understanding of the brand strategy process to help marketers and students implement it within their organizations.
This white paper discusses the key elements of successful sales training programs for luxury hotels. Typical sales training often fails to provide a return on investment due to focusing on outdated skills and not being customized to the brand or buyer needs. Successful training programs incorporate four crucial elements - creating a compelling reason for the training, delivering immediately applicable and customized content, designing an ongoing training process, and having leadership fully participate in the training as an example. These elements can help sales teams change their perspectives and behaviors to achieve better results.
MKT 421 EDU Achievement Education--mkt421edu.comkopiko163
FOR MORE CLASSES VISIT
www.mkt421edu.com
Purpose of Assignment
A well planned distribution channel system is a key component of the marketing mix that helps meet customer demands and achieve company goals. This assignment will analyze the role channels
MKT 421 EDU Education Counseling -- mkt421edu.comkopiko97
FOR MORE CLASSES VISIT
www.mkt421edu.com
Purpose of Assignment
A well planned distribution channel system is a key component of the marketing mix that helps meet customer demands and achieve company goals. This assignment will analyze the role channels of
Tns _L'evoluzione del Brand Tracking_Webinar _Settembre 2015Gabriella Bergaglio
I brand si trovano oggi ad affrontare nuove sfide, in una situazione di mercato in continua e rapida evoluzione che negli ultimi anni ha messo tutti a dura prova.
In questo quadro di incessante cambiamento, gli approcci tradizionali alle ricerche di mercato sono destinati all’estinzione se non si trasformano, adattandosi al contesto contemporaneo. Le aziende hanno bisogno di avere insight che possano anticipare i possibili cambi di preferenza dei consumatori. Le ricerche di mercato sono state ideate in tempi in cui l’esigenza conoscitiva era elevata. Questo tipo di indagini così come erano state pensate, oggi sono anacronistiche con tempi di delivery che non incontrano più le necessità del marketing e budget dedicati sempre più ridotti.
Ecco perchéTNS propone un nuovo sistema di studio del Brand Tracking (http://www.tns-global.it/news-center/news/webinar-online-future-tracking-il-valore-dellintegrazione-con-i-social-data) in modo da offrire ai suoi clienti i benefit che possono arrivare oggi dalle nuove tecnologie e dal mondo digital in senso più ampio.
I nuovi sistemi di monitoraggio del brand si devono adattare a un approccio integrato che utilizza informazioni provenienti da più fonti, con una crescente componente basata sui dati social. Per questo, la nuova struttura dei tracking prevede:
una spina dorsale costruita sui dati social & search, con la possibilità di fruire i dati in tempo reale
un disegno di ricerca tradizionale più leggero ed efficace
Questa impostazione, più snella e efficiente, permette di liberare risorse per realizzare nuovi moduli integrativi, di arricchimento e approfondimento. Per info http://www.tns-global.it/competenze/brand-communication )
MKT 421 EDU Education Planning--mkt421edu.comWindyMiller27
This document contains information about marketing assignments for an online course. It includes scenarios and requirements for two assignments. The first assignment involves reviewing an article on distribution channels and recommending strategies for a sports apparel company. The second assignment involves defining marketing concepts like customer value propositions, comparing marketing and advertising, and applying these concepts to personal branding or a company. Both assignments require 1,000-1,200 word responses.
This document discusses brand management and customer-based brand equity. It defines a brand and explains the challenges brands face in today's complex marketing environment. The concept of brand equity is introduced, with a focus on customer-based brand equity. Determinants and benefits of customer-based brand equity are outlined. Strategic brand management involves identifying brand positioning, implementing marketing programs, measuring performance, and building brand equity over time. An integrated marketing communications approach can help create the brand knowledge structures that form customer-based brand equity.
This document discusses key concepts in brand management including definitions of brands and brand equity. It introduces a customer-based brand equity model which identifies the determinants and benefits of strong customer-based brand equity. These include brand awareness, associations, perceptions, and resonance. The document also outlines the strategic brand management process of identifying brand positioning, implementing marketing programs, measuring performance, and sustaining equity over time.
This document discusses how emotions play an important role in business-to-business (B2B) purchasing decisions. Recent research showed that a business purchaser's emotions are twice as important as rational features and benefits. Creating a high "brand connection" makes buyers 5 times more likely to consider, 13 times more likely to purchase, and 30 times more likely to pay premium prices. While business value is important, personal value related to emotions has twice the impact. To differentiate your brand, you need to appeal to buyers' personal and emotional needs in addition to functional benefits.
The document outlines a 4-stage brand management process used by Gelb Consulting Group to create sustainable brands: 1) Understand through research and defining objectives, 2) Create brand strategies through workshops and scenarios, 3) Deploy strategies internally and externally, 4) Monitor through dashboards and ensure cultural changes. The process emphasizes collaboration, research, and accountability to transform branding initiatives into long-term organizational changes.
If it's going to work, you need to involve people outside the marketing function. Actually, you have a change management project on your hands. See why.
Please credit the author if you use the material. Some images are subject to copyright.
Creating Actionable Product Strategy by Turo Director of ProductProduct School
Main Takeaways:
- Measure what matters – Establishing the right metrics and KPIs early on can provide tremendous clarity. Driving towards the wrong goals can result in team misalignment, at best, and a failed product strategy, at worst.
- Distinguish the highest impact ideas from the good ideas
- Most companies have lots of good ideas. PMs must separate the great from the good, and craft product strategies that yield the highest impact outcomes for their customers and business.
Iterate, based on customer feedback & data – Great product strategies should evolve over time, with the ongoing incorporation of customer feedback, data, and stakeholder input. Strategies developed in a vacuum are unlikely to succeed, as are strategies that fail to evolve with the changing needs of customers.
This document provides an overview of a framework called the "three circle Venn diagram" for developing competitive strategies. The framework involves mapping customer needs and perceptions of a company's offerings and its competitors' offerings to understand how to differentiate in ways that matter to customers. It was developed by a marketing professor to simplify complex strategy models. Applying the framework involves conducting customer research, plotting the results on the Venn diagram, and generating strategies to better meet unmet needs and strengthen areas of advantage. An online platform called Vennli was created to help companies implement this framework and use continuous customer feedback to refine their differentiation strategies over time.
The document discusses competitive strategies and the business environment. It covers how business strategy is created through analysis of internal resources and the external environment. Key aspects of strategy include formulation, implementation, managing competition through pricing and communication. Understanding customers is important, and tools like conjoint analysis can provide insights. Effective strategies consider the nature of the operating environment and routes to achieving competitive advantage like focusing on areas of strength. The effectiveness of strategic systems should be evaluated based on factors like alignment with goals and flexibility.
Start With A Lead Fusion Bpo Services, Inckongking
The document outlines seven critical success factors for lead generation in complex sales: 1) focusing on conversation rather than campaigns to build relationships over time, 2) defining an ideal customer profile to target the right prospects, 3) establishing a universal lead definition, 4) implementing an effective lead management process, 5) building a foundational database, 6) using integrated multimodal tactics, and 7) providing consistent lead nurturing. The success factors emphasize quality over quantity, understanding buyers, and sustaining dialogue with prospects throughout the sales cycle.
The document provides an overview of conducting a brand audit to evaluate the strengths and weaknesses of an existing brand or establish a new brand. It outlines various internal and external elements to examine, including brand structure, management, metrics, market segments, differentiators, and competitors. The audit aims to ensure brand elements are consistent and reinforce the identity customers develop loyal relationships with.
The document provides an overview of conducting a brand audit to evaluate the strengths and weaknesses of an existing brand or establish a new brand. It outlines various internal and external elements to examine, including brand structure, management, metrics, market segments, differentiators, and competitors. The audit aims to ensure brand elements are consistent and reinforce the identity customers develop loyal relationships with.
This document provides tips and strategies for conducting a competitive analysis. It defines competitive analysis as evaluating how top competitors use different marketing tactics to generate leads, sales, and traction. The document outlines several key aspects of competitors to analyze, including their products/services, costs, market share, target audience, unique selling propositions, and marketing tactics and results. Conducting an in-depth competitive analysis is important for understanding a competitor's strengths and weaknesses in order to improve a business's own marketing strategy.
This document summarizes internal analysis techniques for assessing a business's strategic options. It discusses analyzing financial performance, beyond just profits, to evaluate past strategies and identify strengths and weaknesses. A self-analysis involves assessing sales, costs, structure, management style and more. Key measures include customer satisfaction, product quality, brand associations, costs, new products, and manager capabilities. Models like the BCG matrix and GE Business Screen evaluate strategic business units based on industry growth and market share. The analysis aims to determine where to invest, selectively invest, or harvest/divest.
Question 1 of 402.5 PointsA company that does not want to ad.docxssuser774ad41
Question 1 of 40
2.5 Points
A company that does not want to add to the product lines in its portfolio would be most likely to select which of the following options?
__________ is information collected on a regular basis using standardized procedures and sold to multiple customers from a related industry.
Which of the following is true of ethnographic research?
Which of the following statements about brand equity is NOT true?
Qualitative research is best suited for gathering __________ information.
Which of the following is good advice about creating research questionnaires for Mark Hammel, research specialist at New Wave Data, to follow?
Which of the following elements of a questionnaire is designed to apply any restrictions that exist on the desired respondents for the survey?
The brand manager of Wee Won, a brand of stylish infant and toddler clothes sold at upscale shops in urban and suburban settings, has experimented with increasing the price of several items in the Wee Won line. Sales of these items did not decrease with the new, higher prices. It is most accurate to say that Wee Won customers have exhibited:
Which of the following is true about a simple random sampling?
The middle level of brand positioning is:
For a fee, some companies __________ names or symbols previously created by other manufacturers, characters from popular movies and books, or works of art--any of which can provide brand equity.
Managers often start with __________ research and later follow with __________ research.
Of the types of brand loyalty, which one leads to a higher relative price?
Businesses selling to other businesses tend to discuss more __________ when presenting their product and services than business-to-consumer brands do.
Which of the following identifies a major concern regarding Internet marketing research?
The total financial benefit that results from owning a brand is quantified through the process of brand:
Which of the following should a company LEAST expect as a benefit resulting from co-branding?
Which of the following is NOT an aspect of Internet research panel management?
Brand __________ is the set of associations that consumers hold in memory regarding a brand's features, benefits, users, and perceived quality as a result of prior brand marketing activities.
AMF Research Group must guard against problems during the phase of conducting marketing research for its clients. Which of the following is NOT a problem that should be anticipated for data collected through interviews during this phase?
While preparing the marketing plan for a new product line called Nature& Nurture, Jonas wrote the following: "Nature & Nurture toys provide learning experiences that stimulate young children's senses and open up a world of discovery for the youngest of learners." This statement belongs in the __________ section of the marketing plan.
Informati ...
Brand as Strategic Device Introduction to BrandingAna Watson
A firm's branding strategy is characterized by its breadth, referring to the number of products bearing the same brand name, and depth, referring to the number of brands in a product category. The choice of branding strategy depends on factors like corporate objectives, capabilities, consumer behavior, and competitive approaches. When developing a marketing strategy, the marketing manager should create a team, review the current situation, set objectives, plan actions, implement the strategy, and review the strategy. Branding strategies provide a foothold for successful competition by supporting strong brand identity, positioning, and key strategy decisions through quantitative research. Brand is an effective growth strategy because it is directed at customers and employees who continue to choose the brand.
The document provides guidance on convincing a CEO to invest in a customer loyalty program. It outlines the benefits of loyalty programs, including retaining valuable customers who spend more and refer others. The document then gives a 10 step process to build a business case, including proving expected profit increases, using customer data to show growth opportunities, and addressing potential objections. It also recommends running a pilot program to test the concept. The conclusion presents a quick pitch focusing on using data to measure success and showcasing examples of loyalty programs that increased profits.
The document discusses how technology and online research has changed buyer behavior, with customers now 57% through the purchasing process before contacting a salesperson. This has increased the value of subject matter experts who can provide insights beyond what customers find online. The document recommends that companies train their salespeople to become subject matter experts by understanding customer buying behaviors, industry trends, and how to identify opportunities to add value. It provides examples of how one financial company significantly increased sales by restructuring their sales team and processes to focus on a consultative, subject matter expert approach.
Convincing your CEO to invest in a loyalty programmecolinjones001
This document provides guidance on building a business case to convince a CEO and senior management team to invest in a customer loyalty program. It outlines the benefits of loyalty programs, including retaining valuable customers who spend more and drive revenue. The document recommends a 10 step process to build the case, including proving expected profit impact, using customer data to show growth opportunities, and addressing potential objections. It also suggests running a pilot program to test the concept and demonstrate results before full implementation.
Anyone who does not include “profit” in their definition of a brand has never run a brand before. To me, a product is a basic commodity you sell. A brand creates a bond that leads to a power and profit beyond what the product alone can achieve.
If you want to succeed in brand management, you have to understand brand finance. After all, you are running a business. If you only like the activity of marketing, then you should become a subject matter expert, because if you cannot work the finances of your brand, you will not get promoted beyond brand manager.
There are eight ways you can drive brand profits
1️⃣ Premium pricing
2️⃣ Trade loyal consumers up to a higher price
3️⃣ Lower cost of goods
4️⃣ Lower marketing and selling costs
5️⃣ Steal competitive users
6️⃣ Get loyal users to use more
7️⃣ Enter into new markets
8️⃣ Find new uses for the brand
This type of thinking is in my Beloved Brands book, which I wrote as the playbook to help brand leaders build a brand that consumers love. You will learn how to think, define, plan, execute and analyze. We have a specific chapter on a Finance 101 for Marketers. To order Beloved Brands on Amazon https://lnkd.in/eF-mYPe or on Apple Books: https://lnkd.in/ekQ-n9X or on Kobo: https://lnkd.in/g7SzEh4
This document discusses 5 key factors for companies to assess whether they are ready to optimize trade promotions. The 5 factors are: 1) being consumer-centric in trade promotion planning, 2) having effective promotion tactics, 3) measuring promotion success, 4) having an organizational culture receptive to change, and 5) demonstrating a strong return on investment from optimization. Adopting predictive trade analytics can help companies collaborate better with retailers, simulate promotion scenarios, and continually improve promotion performance.
The document provides guidance on developing effective strategies for organizations and individuals. It discusses conducting a diagnostic of operations to identify potential savings and growth opportunities. Key aspects of strategy include analyzing the operating environment, identifying strategic options, and selecting the best options. The document outlines a 5-step process for strategy development: 1) defining a vision, 2) establishing a mission, 3) setting objectives, 4) developing strategies, and 5) implementing tactics. Alignment is important from the top-level vision down to tactical actions. Conducting an analysis of strengths, weaknesses, opportunities, and threats can help in strategic planning at both the organizational and individual level.
The document provides an overview of several strategic planning models and frameworks that can be used in strategic planning, including:
- Strategy map - A diagram that visually communicates an organization's strategy and how objectives align across different levels.
- Balanced scorecard - A framework that translates an organization's strategy into objectives and measures across financial, customer, internal process, and learning/growth perspectives.
- SWOT analysis - An analysis of an organization's strengths, weaknesses, opportunities, and threats to inform strategic planning.
The document discusses the key components and benefits of these models to effectively communicate and implement organizational strategies.
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Exploiting Artificial Intelligence for Empowering Researchers and Faculty, In...Dr. Vinod Kumar Kanvaria
Exploiting Artificial Intelligence for Empowering Researchers and Faculty,
International FDP on Fundamentals of Research in Social Sciences
at Integral University, Lucknow, 06.06.2024
By Dr. Vinod Kumar Kanvaria
Chapter wise All Notes of First year Basic Civil Engineering.pptxDenish Jangid
Chapter wise All Notes of First year Basic Civil Engineering
Syllabus
Chapter-1
Introduction to objective, scope and outcome the subject
Chapter 2
Introduction: Scope and Specialization of Civil Engineering, Role of civil Engineer in Society, Impact of infrastructural development on economy of country.
Chapter 3
Surveying: Object Principles & Types of Surveying; Site Plans, Plans & Maps; Scales & Unit of different Measurements.
Linear Measurements: Instruments used. Linear Measurement by Tape, Ranging out Survey Lines and overcoming Obstructions; Measurements on sloping ground; Tape corrections, conventional symbols. Angular Measurements: Instruments used; Introduction to Compass Surveying, Bearings and Longitude & Latitude of a Line, Introduction to total station.
Levelling: Instrument used Object of levelling, Methods of levelling in brief, and Contour maps.
Chapter 4
Buildings: Selection of site for Buildings, Layout of Building Plan, Types of buildings, Plinth area, carpet area, floor space index, Introduction to building byelaws, concept of sun light & ventilation. Components of Buildings & their functions, Basic concept of R.C.C., Introduction to types of foundation
Chapter 5
Transportation: Introduction to Transportation Engineering; Traffic and Road Safety: Types and Characteristics of Various Modes of Transportation; Various Road Traffic Signs, Causes of Accidents and Road Safety Measures.
Chapter 6
Environmental Engineering: Environmental Pollution, Environmental Acts and Regulations, Functional Concepts of Ecology, Basics of Species, Biodiversity, Ecosystem, Hydrological Cycle; Chemical Cycles: Carbon, Nitrogen & Phosphorus; Energy Flow in Ecosystems.
Water Pollution: Water Quality standards, Introduction to Treatment & Disposal of Waste Water. Reuse and Saving of Water, Rain Water Harvesting. Solid Waste Management: Classification of Solid Waste, Collection, Transportation and Disposal of Solid. Recycling of Solid Waste: Energy Recovery, Sanitary Landfill, On-Site Sanitation. Air & Noise Pollution: Primary and Secondary air pollutants, Harmful effects of Air Pollution, Control of Air Pollution. . Noise Pollution Harmful Effects of noise pollution, control of noise pollution, Global warming & Climate Change, Ozone depletion, Greenhouse effect
Text Books:
1. Palancharmy, Basic Civil Engineering, McGraw Hill publishers.
2. Satheesh Gopi, Basic Civil Engineering, Pearson Publishers.
3. Ketki Rangwala Dalal, Essentials of Civil Engineering, Charotar Publishing House.
4. BCP, Surveying volume 1
How to Manage Your Lost Opportunities in Odoo 17 CRMCeline George
Odoo 17 CRM allows us to track why we lose sales opportunities with "Lost Reasons." This helps analyze our sales process and identify areas for improvement. Here's how to configure lost reasons in Odoo 17 CRM
How to Fix the Import Error in the Odoo 17Celine George
An import error occurs when a program fails to import a module or library, disrupting its execution. In languages like Python, this issue arises when the specified module cannot be found or accessed, hindering the program's functionality. Resolving import errors is crucial for maintaining smooth software operation and uninterrupted development processes.
Main Java[All of the Base Concepts}.docxadhitya5119
This is part 1 of my Java Learning Journey. This Contains Custom methods, classes, constructors, packages, multithreading , try- catch block, finally block and more.
Reimagining Your Library Space: How to Increase the Vibes in Your Library No ...Diana Rendina
Librarians are leading the way in creating future-ready citizens – now we need to update our spaces to match. In this session, attendees will get inspiration for transforming their library spaces. You’ll learn how to survey students and patrons, create a focus group, and use design thinking to brainstorm ideas for your space. We’ll discuss budget friendly ways to change your space as well as how to find funding. No matter where you’re at, you’ll find ideas for reimagining your space in this session.
This presentation was provided by Steph Pollock of The American Psychological Association’s Journals Program, and Damita Snow, of The American Society of Civil Engineers (ASCE), for the initial session of NISO's 2024 Training Series "DEIA in the Scholarly Landscape." Session One: 'Setting Expectations: a DEIA Primer,' was held June 6, 2024.
Walmart Business+ and Spark Good for Nonprofits.pdfTechSoup
"Learn about all the ways Walmart supports nonprofit organizations.
You will hear from Liz Willett, the Head of Nonprofits, and hear about what Walmart is doing to help nonprofits, including Walmart Business and Spark Good. Walmart Business+ is a new offer for nonprofits that offers discounts and also streamlines nonprofits order and expense tracking, saving time and money.
The webinar may also give some examples on how nonprofits can best leverage Walmart Business+.
The event will cover the following::
Walmart Business + (https://business.walmart.com/plus) is a new shopping experience for nonprofits, schools, and local business customers that connects an exclusive online shopping experience to stores. Benefits include free delivery and shipping, a 'Spend Analytics” feature, special discounts, deals and tax-exempt shopping.
Special TechSoup offer for a free 180 days membership, and up to $150 in discounts on eligible orders.
Spark Good (walmart.com/sparkgood) is a charitable platform that enables nonprofits to receive donations directly from customers and associates.
Answers about how you can do more with Walmart!"
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independent of marketing implementation.
caused solely by changes in customer behaviors.
typically caused by unexpected competitive activity.
caused by managerial mistakes, not by changes in the firm’s internal
or external environments.
caused by the way the planned marketing strategy is implemented.
is a broad concept that relates to an organization’s obligation to
maximize its positive impact on society while minimizing its negative
impact.
Social responsibility
Marketing ethics
Social engineering
Strategic philanthropy
Corporate philanthropy
A vision statement answers which of the following statements?
How can we serve our target markets?
What are our goals?
Which is our market position?
What do we want to become?
What business are we in?
Among the fundamental changes to marketing and business practice
in today’s economy is the dramatic increase in the availability of
information. This increase in information has created a shift in the
balance of power in the supply chain. Who now holds most of the
power in today’s economy?
wholesalers
customers
market research firms
3. retailers
manufacturers
All organizations need a __________,the central scheme for utilizing
and integrating resources in the areas of production, finance, research
and development, human resources, and marketing to carry out the
organization’s mission and achieve desired goals and objectives.
cross-functional goal
corporate strategy
corporate mission
cross-functional strategy
marketing strategy
When a firm begins to charge high fees for additional services to non-
profitable customers, it has determined that the __________ ofthose
customers is too low to warrant added efforts at maintaining a
relationship with them
client value
80/20 value
relational value
lifetime value
market share
With respect to the consumer buying process, __________ isperhaps
the most important factor that affects the time, effort, and expense
dedicated to the search for information.
the consumer’s brand loyalty
the degree of risk
the consumer’s expertise
the extent of product differentiation
the degree of competition
Many firms attempt to distinguish or differentiate their product
offerings through the use of __________ strategies. This involves
establishing a mental image of the product offering relative to
competing offerings in the minds of target buyers.
comparative
product positioning
branding
perceptual marketing
image marketing
4. When a firm analyzes its objectives and performance, availability of
resources, structural characteristics, and organizational culture, the
firm is most likely examining its:
external environment.
mission statement.
external environment.
internal environment.
strategic environment.
Which of the following IS NOT a purpose of a marketing plan?
It specifies the expected outcomes of the plan.
It describes specific actions that are to take place.
It explains the present and future situations of the organization.
It explains how marketing activities mesh with other functional areas.
It identifies resources needed to carry out the plan.
Which of the following relationship strategies is most likely to be
used by a health club as it tries to create social bonds with its
clientele?
family discount programs
customer reminder notifications
personalized training
membership programs
Coupons
In times past, developing and implementing the “right” marketing
strategy was all about __________.In today’s economy, however,
that emphasis has shifted to developing strategies that attract and
retain customers over the long term.
conducting extensive research to discover customer needs
aggressive direct selling in order to maximize sales volume
making products of moderate quality that could be sold at the lowest
possible price
making the highest quality product
creating a large number of transactions in order to maximize the
firm’s market share
In the competitive sports drink market, Gatorade pays very close
attention to the activities of Powerade, a major __________
competitor that markets drinks that are similar in features and
benefits.
5. direct
total budget
product
brand
generic
Branding strategy involves much more than developing a clever brand
name or brand mark. To be truly effective, a brand should succinctly
capture the total offering in a way that:
clearly ties the brand name together with the brand mark.
utilizes at least 5 brand attributes.
clearly distinguishes it from competiting offerings.
associates the brand with a customer emotion such as happiness or
love.
answers a question in the customer’s mind.
Many large firms, such as Walmart, Home Depot, Lowe’s, and
Barnes & Noble, have been accused of predatory pricing because their
business practices have put many local, mom-and-pop firms out of
business. In reality, these large firms are not necessarily guilty of
predatory pricing. Why?
Because the courts have found little evidence that predatory pricing
has occurred.
Because the weak marketing activities of the local firms are to blame.
Because the large firms have efficient cost structures and lower
variable costs.
Because the large firms are more guilty of superficial discounting
than predatory pricing.
Because the large firms simply have stronger brand equity than local
firms.
Marketing implementation is critical to the success of any firm.
Simply put, implementation refers to:
deciding who will actually write the marketing plan.
the process by which the marketing strategy will be developed.
how the marketing plan will be put into action.
the process by which employees learn about the marketing strategy.
how the marketing plan will be approved by top management.
All of the following are benefits of SWOT analysis EXCEPT:
It can reduce costs associated with strategic planning
6. It promotes collaboration and open information exchange
It can synthesize and integrate diverse information
Its structured nature ensures that data and information are correctly
categorized.
It is simple to use and requires no extensive training or skills.
With respect to conducting a situation analysis, which of the
following IS NOT one of the four important issues to keep in mind?
Conducting a situation analysis is a challenging exercise.
All bits of data are relevant no matter how minor they may seem.
The benefits of analysis must outweigh the costs.
Data are not the same as information.
Analysis alone is not a solution.
What might be the problem with only taking the customer’s
perspective?
Taking a customer perspective involves a lot of costs and resources.
Adopting a customer perspective doesn’t usually translate into
insightful information.
Customers do not see behind the scenes to understand the firm’s
characteristics.
Customers often take a generic analysis of the organization.
The information is more constructive than descriptive.
If you purchase a notebook computer from Dell, you will note several
brand insignias on the outside, such as Dell, Intel, and Microsoft
Windows. What type of branding strategy does this example
represent?
brand licensing
co-branding
brand collaboration
brand affinity
co-marketing
In terms of SWOT analysis, when does a strength become a capability
of the firm?
when the strength cannot be copied by competitors
when the strength can be supported by sufficient resources
when the strength can be tied to satisfying a customer need
when the strength can be connected to a second strength
when the strength stands alone without any corresponding weaknesses
7. Which of the following IS NOT a challenge associated with being
ethical and socially responsible?
Most employees perceive that the values of honesty, respect, and trust
do not apply to the workplace.
When personal values are inconsistent with the configuration of
values held by the work group, ethical misconduct may increase.
A person’s experiences and decisions at home, in school, and in the
community may be quite different from the experiences and the
decisions he or she has to make at work.
Individuals who have limited business experience often find
themselves required to make sudden decisions concerning
marketing’s gray areas.
Business decisions involve complex and detailed discussions in which
correctness may not be so apparent.
Which of the following is the best example of a brand mark?
WD-40
Nike’s swoosh
7-Eleven
BMW
Honda
From the viewpoint of the consumer buying process what is the
difference between a need and a want?
Needs are based on discrepancies between actual and desired
satisfaction, whereas wants occur relative to specific products that can
fulfill a need.
Needs are absolute necessities, whereas wants are discretionary.
Needs focus on specific elements of a product’s quality, whereas
wants are related to the “extras” that add value to the product
Needs are related to specific products, whereas wants occur only
when the consumer has the ability to purchase the product.
Needs and wants are essentially the same, except that consumers will
pay more for products they need.
Whether at the corporate, business-unit, or functional level, the
planning process always begins with an in-depth:
assessment of the organization’s resources..
strategy for achieving growth.
statement of the organization’s competitive advantages.
8. statement of goals and objectives.
situation analysis
Which of the following changes occurring in today’s economy has
NOT been caused by the growth of the Internet?
rising prices for most products
shifting demand patterns
privacy and security concerns
increase in product selection
audience and media fragmentation
One of the links between strategic planning and marketing
implementation is interdependency which refers to the fact that
the strategic planning process depends entirely on marketing
implementation.
both strategy and implementation must adapt to environmental
changes.
both strategy and implementation must constantly evolve.
the marketing plan affects how it will be implemented, and
implementation affects the marketing plan.
strategic planning cannot occur without marketing implementation,
and vice versa.
The consumer buying process begins when:
marketing research discovers a new, untapped market segment.
merchants offer goods and services for sale.
consumers begin to seek information about an upcoming purchase.
a manufacturer develops a new product.
consumers recognize that they have unsatisfied needs.
Although mass media audiences are becoming increasingly
fragmented media fragmentation does have a major advantage. What
is this advantage?
It is much easier to measure feedback from mass media audiences.
Consumers are now highly susceptible to online advertising.
It now costs less to reach a mass audience.
It is now easier to reach small, highly targeted audiences.
Consumers are now much more receptive to television advertising.
__________ is defined as a business philosophy aimed at defining
and increasing customer value in ways that motivate customers to
remain loyal.
9. Customer relationship management
Lifetime value management
Customer orientation
Market orientation
Retention management
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MKT 575 Week 1 Marketing Strategy Analysis
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MKT 575 Week 1 Marketing Strategy Analysis
Purpose of Assignment
Before selling a product or service, most successful firms throughout
the world create marketing strategies, goals, and objectives. These
crucial marketing goals and objectives provide a road map for the
entire organization as they strive to satisfy the needs of customers and
prospective customers in select target markets.
Assignment Steps
Conduct a marketing strategy analysis of your company or your
division in a larger company:
• Search in the University Library.
• Determine whether the business will meet its marketing goals and
objectives from your analysis.
Present your findings in a 1,050-word analysis, including the
following:
10. • Your conclusions of whether or not the company’s current
marketing plan is meeting the needs of its client base.
• Is the current marketing plan consistently adding new customers?
• Offer your analysis of how the marketing team’s objectives are
currently (or currently not) supporting the organization’s objectives.
• Your estimation of whether or not current marketing strategies and
tactics are supported and carried out by the company’s employees.
Include at least two references from the University Library.
Format your paper consistent with APA guidelines.
Click the Assignment Files tab to submit your assignment.
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MKT 575 Week 2 Challenging Consumer Marketing Pitch
Deck
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MKT 575 Week 2 Challenging Consumer Marketing Pitch Deck
Purpose of Assignment
The purpose of this assignment is to help students appreciate how
marketers today are challenged with greater audience and media
fragmentation than ever before and that they must recognize and
resolve the dilemma of how customers spend more time today with
interactive media and less time with traditional media. By creating a
11. challenging consumer marketing pitch deck, students can show how
to target fragmented audiences with a strategically targeted marketing
campaign.
Assignment Steps
Resources: Microsoft® PowerPoint®
Prepare a 15- to 20-slide Microsoft® PowerPoint® presentation for
your own new business or a division of a larger company
demonstrating how you will position and differentiate your product
offering for that target market, using an organization or company of
your choosing.
Include in your presentation:
• Create an effective positioning statement for your selected
organization. Pay careful attention to the brand and overall marketing
strategy.
• Create a brief portrait of the ideal client and what makes the
demographic challenging. Determine his or her key buying behaviors
and decision motivators. Include an analysis of cultural, social,
personal, and psychological factors.
• Show a selection of electronic or print media you will use to employ
your message.
• Create a brief message effectively differentiating the product or
service and overall brand image from the competition.
Cite at least two references, at least one of which must come from the
University Library.
Format your paper consistent with APA guidelines.
Click the Assignment Files tab to submit your assignment.
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MKT 575 Week 3 Buyer Behavioral Memo
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MKT 575 Week 3 Buyer Behavioral Memo
Purpose of Assignment
The purpose of this assignment is to help students learn how to create
a professional corporate memo offering recommendations to the
marketing department on how to most effectively analyze customer
buying behavior.
Assignment Steps
Create a 700-word memo/analysis of a selected target market, and
how you would suggest the organization should position and
differentiate the product offering for that target market. You may use
your own organization or company, or another of your choosing.
Include in your memo/analysis:
• The identification of key segmentation factors such as demographic,
psychographic, geographic, and behavioral characteristics of the
selected target market.
• Determine the key buying behaviors and decision motivators for
your consumers. Include an analysis of cultural, social, psychological
factors, and possible unexpected factors.
• Decide how you will differentiate your product or service personnel,
marketing channels, and brand image from the competition.
• Create a brief portrait of the ideal customer.
• Generate a positioning statement for the organization with
consideration for the brand and strategy.
Cite at least three references from the University Library.
Format your paper consistent with APA guidelines.
Click the Assignment Files tab to submit your assignment.
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MKT 575 Week 3 Marketing Research Brief
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MKT 575 Week 3 Marketing Research Brief
Purpose of Assignment
An organization must first understand its targeted consumers’ buying
influences and behaviors to achieve effective relationship marketing.
This assignment helps students formulate and develop the critical first
part of a marketing plan helping an organization fulfill the needs of its
client base. This assignment provides a pathway for students to learn
how to create the foundational building blocks of an effective
marketing plan maximizing its interaction with customers.
Assignment Steps
Create a 1,050-word professional marketing research brief for the
CEO of an organization.
Develop the brief as if it will be later incorporated into a complete
marketing plan, including the following:
• Marketing Research List of Topics:
• Target Market
• Consumer Analysis
• Customer Profile
• Primary and/or Secondary Research utilized
• Consumer Research and Monitoring
Note: Be sure to include an overview of demographics (age, income,
career, etc.) and psychographic analysis (activities, interests and
opinions) with the target market section. Do not make this a detailed
analysis, but a high-level overview.
14. Cite at least three references, two of which must come from the
University Library.
Format your paper consistent with APA guidelines.
Click the Assignment Files tab to submit your assignment.
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MKT 575 Week 4 New Product Launch Analysis
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MKT 575 Week 4 New Product Launch Analysis
Purpose of Assignment
The purpose of this assignment is to help students learn how a well-
written Strengths, Weaknesses, Opportunity, Threat, Trends
(SWOTT) analysis should be a critical tool utilized in analyzing
marketing information before launching a new product. Students will
also learn how a SWOTT analysis may be employed to uncover
competitive advantages to gain advantage in the market.
Assignment Steps
Scenario: As a professional marketing consultant; you have been
hired to help a company launch a new product in their industry. Your
objective throughout this assignment is to develop and to gain and
maintain a competitive advantage in the selected industry, and create
value for the target market.
15. Develop a 1,050- to 1,400-word analysis completing an industry and
competitive analysis for your client.
Create a new product or service to be offered by a company (either an
existing firm or a start-up company) in one of the following
industries:
• Office supply products
• Outdoor recreation
• Fast food restaurant
Attach the 8- to 10-question survey to be used for primary market
research with the completed analysis.
Include the following in your analysis:
• A detailed description of the new product or service offering.
• Determine market needs (justification for your choice of product).
• Review past market history and estimate future growth potential.
• Analyze the company’s strengths and weaknesses. List external
opportunities, threats, and any possible trends.
• Analyze potential competition for the new product.
• Write a detailed overview of the competitive landscape.
• Assess the competition’s strengths and weaknesses.
• Draft a brief survey (8-10 questions) that may be used for primary
market research. Questions should collect primary data about the
target market to help you develop a branding and marketing
communications plan.
Cite a minimum of two peer-reviewed references.
Format your paper consistent with APA guidelines.
Click the Assignment Files tab to submit your assignment.
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MKT 575 Week 5 Brand Strategy Presentation (Amazon)
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MKT 575 Week 5 Brand Strategy Presentation
Purpose of Assignment
Marketing students know all brands must be consistently and
effectively promoted to survive. The marketing department’s product
branding promotional efforts are vital to success. By successfully
completing this assignment, students will demonstrate an
understanding of which factors can positively or negatively affect the
launch of a brand’s product or service.
Assignment Steps
Resources: Microsoft® PowerPoint®
Create a 20- to 25-slide product branding strategy in Microsoft®
PowerPoint® of a selected, well-known brand.
Incorporate a unique branding strategy including the following:
• Detail three areas of the brand’s product life cycle including product
introduction, growth, maturity, and possible decline.
• Include at least two different types of media marketing channels for
the brand. One must be a traditional print method and the other must
be non-print, or electronic. A non-print media method could be a
social media campaign.
• In your presentation, you should have one to two slides about each
media method (for example: one slide of what you would do, not how
to do it).
• Include all the following marketing tactics:
• Recommended advertising methods
• Integrated marketing communications
• Direct marketing
• Brand positioning efforts
Cite a minimum of two peer-reviewed references.
Format your paper consistent with APA guidelines.
Click the Assignment Files tab to submit your assignment.
17. =========================================
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MKT 575 Week 5 Brand Strategy Presentation (Nike)
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MKT 575 Week 5 Brand Strategy Presentation
Purpose of Assignment
Marketing students know all brands must be consistently and
effectively promoted to survive. The marketing department’s product
branding promotional efforts are vital to success. By successfully
completing this assignment, students will demonstrate an
understanding of which factors can positively or negatively affect the
launch of a brand’s product or service.
Assignment Steps
Resources: Microsoft® PowerPoint®
Create a 20- to 25-slide product branding strategy in Microsoft®
PowerPoint® of a selected, well-known brand.
Incorporate a unique branding strategy including the following:
• Detail three areas of the brand’s product life cycle including product
introduction, growth, maturity, and possible decline.
• Include at least two different types of media marketing channels for
the brand. One must be a traditional print method and the other must
18. be non-print, or electronic. A non-print media method could be a
social media campaign.
• In your presentation, you should have one to two slides about each
media method (for example: one slide of what you would do, not how
to do it).
• Include all the following marketing tactics:
• Recommended advertising methods
• Integrated marketing communications
• Direct marketing
• Brand positioning efforts
Cite a minimum of two peer-reviewed references.
Format your paper consistent with APA guidelines.
Click the Assignment Files tab to submit your assignment.
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MKT 575 Week 5 Customer Loyalty Branding Strategy
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MKT 575 Week 5 Customer Loyalty Branding Strategy
Purpose of Assignment
The purpose of this assignment is to teach students the importance of
a successful brand’s efforts to win and cultivate loyal clients, and how
successful organizations build and maintain their brand with various
marketing strategies and tactics.
19. Assignment Steps
Develop an initial branding strategy plan using a minimum of 700
words on an existing organization or company. Within the branding
strategy plan, include information on the brand’s introductory
strategies, as well as how those strategies should change to survive
over the course of the brand’s product life cycle.
Include the following in the initial branding strategy plan:
• An introduction.
• Create and justify your selected marketing communications
strategies you will use to build and maintain your brand and increase
customer loyalty.
• The above should include at least three of the following:
• Advertising
• Direct marketing
• Personal selling
• Public relations
• Event/trade show/experience marketing
• Word of mouth marketing
• Social media
• If needed, propose a new pricing strategy for the product or service.
• Suggest new distribution and channel strategies to maximize the
brand’s reach to the chosen target markets.
Cite a minimum of two peer-reviewed references.
Format your paper consistent with APA guidelines.
Click the Assignment Files tab to submit your assignment.
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MKT 575 Week 6 Signature Assignment: Strategic Integrated
Marketing Plan
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MKT 575 Week 6 Signature Assignment: Strategic Integrated
Marketing Plan
About Your Signature Assignment
This signature assignment is designed to align with specific program
student learning outcome(s) in your program. Program Student
Learning Outcomes are broad statements that describe what students
should know and be able to do upon completion of their degree. The
signature assignment may be graded with an automated rubric that
allows the University to collect data that can be aggregated across a
location or college/school and used for program improvements.
Purpose of Assignment
The purpose of this assignment is to help students learn about the
important issues and challenges involved in the creation and
implementation of a Strategic Integrated Marketing Plan. They should
learn the major components of implementation that must work
together for a strategy to be executed successfully. They should
understand the advantages and disadvantages of major marketing
implementation approaches such as a Strategic Integrated Marketing
Plan.
Assignment Steps
Resources: Microsoft® Word
Create a 1,400-word Strategic Integrated Marketing Plan for the
organization you selected during Week 4. The completed plan must
be suitable for review, and eventual approval, by the CEO of the
organization.
Include the following:
• Develop an executive summary
• Incorporate corporate mission, goals, and objectives
• Detailed marketing goals
• Establish marketing objectives
21. • Include overall marketing strategy
• Detail marketing implementation
• Include an internal marketing program
• Include an external marketing program
• Determine the product price
• Explain the distribution promotion
• Identify target groups within the organization
• Show external customer groups or targets
• Develop a control process
Cite a minimum of three peer-reviewed references.
Format your paper consistent with APA guidelines.
Click the Assignment Files tab to submit your assignment.
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