Eli should hire an external advertising agency to handle the Dinty Moore advertising campaign for several reasons. First, an external agency can reduce costs due to economies of scale and provide greater expertise in areas like developing target markets. The agency should have experience in the food industry and marketing food products to both consumers and retailers. When choosing an agency, Eli should consider the agency's size, creative reputation, production capabilities, and client retention rates. He should have finalists do a creative pitch before selecting the best agency for the campaign.
Sustaining Value Creation through Knowledge of Customer ExpectationsIOSR Journals
As the pursuit of knowledge becomes increasingly central to firms’ competitiveness, we argued that knowing what the customer expects of product offerings is a prerequisite for sustaining the delivery of value. Thus, this paper seeks to provide a theoretical contribution to the growing recognition of researches on customer as a source of firms’ competence. By building on extant literature of value creation, customer satisfaction/dissatisfaction, and the theories of firm knowledge creation, we proposed a framework of how firms can sustain value creation through knowledge of customer expectations. We argued that sustaining firms’ value creation resides in the ability of firms to continuously anticipate, integrate and configure knowledge of customer expectations to create product offerings that meet or exceed customer expectations and generate better economic returns than other competing alternative firms
Differentiation strategyand impact on business editedCharlesUgwuegbu
This document summarizes a study on differentiation strategy and its impact on business. The study aimed to discuss how differentiation strategy, which provides unique products or services that distinguish a company from its rivals, impacts business performance. The study reviewed concepts of differentiation strategy and how companies can build competitive advantages through differentiation. Examples were provided of companies that successfully used differentiation strategies like unique product quality, features, technology, or branding to increase customer loyalty and charge premium prices. The conclusion was that differentiation strategy is significantly related to improved business performance when companies focus on offering customers superior value through distinctive products and services.
The document discusses brand loyalty and related concepts. It begins with an introduction stating the purpose is to understand brand loyalty and how price and willingness to buy generic versus name brands may influence it. Several chapters are outlined that will discuss literature on brand loyalty, explain a survey conducted to test hypotheses, and provide results and opinions. Brand loyalty is then defined in several ways by different sources. Different categories of brand loyalty are described, and strategies for each customer segment. Factors that influence brand loyalty are discussed, as well as how to create and enhance customer loyalty through satisfaction, surveys, segmentation, and social media.
This document outlines an Integrated Marketing Communication course at PCTE Group of Institutes in Ludhiana. The course aims to teach students the basic tools and techniques for managing marketing communication processes and developing integrated communication strategies. Main topics covered include product branding, international branding strategies, marketing communication tools, integrated marketing planning, media planning, and new marketing approaches. Students will analyze communication needs, define objectives, and choose and implement communication strategies through tutorials, presentations, case assignments and discussions. The exam requires students to develop an integrated marketing plan for a brand and present it, addressing relevant theories and strategies.
This document provides an overview of integrated marketing communications (IMC), which involves coordinating different promotional disciplines including advertising, direct marketing, sales promotion, publicity, and personal selling to provide clarity, consistency and maximum impact. It discusses shifts in marketing from mass media advertising to other forms and channels like digital. Key promotional tools like advertising, publicity, direct marketing, sales promotion, public relations and their classifications/uses are defined. Factors that differentiate advertising and publicity are outlined. The importance of developing an integrated marketing plan with situation analysis, objectives, strategy, implementation and evaluation is also highlighted.
An Introduction to Integrated Marketing CommunicationsIndrajit Bage
The document is an introduction to integrated marketing communications (IMC) from a textbook. It discusses the concept of IMC and the reasons for its growing importance. IMC recognizes the value of a comprehensive marketing communications plan that combines various communication disciplines like advertising, direct marketing, sales promotion, public relations, and more to provide clarity and maximize impact. The objectives are to examine the promotional function, introduce IMC and how it has evolved, and examine why the IMC perspective is increasingly important in planning promotional programs.
The document discusses integrated marketing communications (IMC), including its growth and principles. IMC coordinates promotional tools like advertising, sales promotion, public relations, direct marketing, and interactive marketing to provide consistent messaging across touchpoints. The document provides examples of companies using IMC through various channels and concludes with an IMC planning model that involves analyzing the situation, setting objectives and strategies, integrating tactics, and evaluating performance.
The marketing and promotions process model has four major components: marketing strategy and analysis, target marketing process, marketing planning and program development, and the target market. It begins with developing a marketing strategy based on a situation analysis of opportunities, competitors, and selecting target markets. The company then coordinates the marketing mix and promotional strategies into a cohesive program to effectively reach the target market. Promotions play an important role in building demand among consumers and retailers.
Sustaining Value Creation through Knowledge of Customer ExpectationsIOSR Journals
As the pursuit of knowledge becomes increasingly central to firms’ competitiveness, we argued that knowing what the customer expects of product offerings is a prerequisite for sustaining the delivery of value. Thus, this paper seeks to provide a theoretical contribution to the growing recognition of researches on customer as a source of firms’ competence. By building on extant literature of value creation, customer satisfaction/dissatisfaction, and the theories of firm knowledge creation, we proposed a framework of how firms can sustain value creation through knowledge of customer expectations. We argued that sustaining firms’ value creation resides in the ability of firms to continuously anticipate, integrate and configure knowledge of customer expectations to create product offerings that meet or exceed customer expectations and generate better economic returns than other competing alternative firms
Differentiation strategyand impact on business editedCharlesUgwuegbu
This document summarizes a study on differentiation strategy and its impact on business. The study aimed to discuss how differentiation strategy, which provides unique products or services that distinguish a company from its rivals, impacts business performance. The study reviewed concepts of differentiation strategy and how companies can build competitive advantages through differentiation. Examples were provided of companies that successfully used differentiation strategies like unique product quality, features, technology, or branding to increase customer loyalty and charge premium prices. The conclusion was that differentiation strategy is significantly related to improved business performance when companies focus on offering customers superior value through distinctive products and services.
The document discusses brand loyalty and related concepts. It begins with an introduction stating the purpose is to understand brand loyalty and how price and willingness to buy generic versus name brands may influence it. Several chapters are outlined that will discuss literature on brand loyalty, explain a survey conducted to test hypotheses, and provide results and opinions. Brand loyalty is then defined in several ways by different sources. Different categories of brand loyalty are described, and strategies for each customer segment. Factors that influence brand loyalty are discussed, as well as how to create and enhance customer loyalty through satisfaction, surveys, segmentation, and social media.
This document outlines an Integrated Marketing Communication course at PCTE Group of Institutes in Ludhiana. The course aims to teach students the basic tools and techniques for managing marketing communication processes and developing integrated communication strategies. Main topics covered include product branding, international branding strategies, marketing communication tools, integrated marketing planning, media planning, and new marketing approaches. Students will analyze communication needs, define objectives, and choose and implement communication strategies through tutorials, presentations, case assignments and discussions. The exam requires students to develop an integrated marketing plan for a brand and present it, addressing relevant theories and strategies.
This document provides an overview of integrated marketing communications (IMC), which involves coordinating different promotional disciplines including advertising, direct marketing, sales promotion, publicity, and personal selling to provide clarity, consistency and maximum impact. It discusses shifts in marketing from mass media advertising to other forms and channels like digital. Key promotional tools like advertising, publicity, direct marketing, sales promotion, public relations and their classifications/uses are defined. Factors that differentiate advertising and publicity are outlined. The importance of developing an integrated marketing plan with situation analysis, objectives, strategy, implementation and evaluation is also highlighted.
An Introduction to Integrated Marketing CommunicationsIndrajit Bage
The document is an introduction to integrated marketing communications (IMC) from a textbook. It discusses the concept of IMC and the reasons for its growing importance. IMC recognizes the value of a comprehensive marketing communications plan that combines various communication disciplines like advertising, direct marketing, sales promotion, public relations, and more to provide clarity and maximize impact. The objectives are to examine the promotional function, introduce IMC and how it has evolved, and examine why the IMC perspective is increasingly important in planning promotional programs.
The document discusses integrated marketing communications (IMC), including its growth and principles. IMC coordinates promotional tools like advertising, sales promotion, public relations, direct marketing, and interactive marketing to provide consistent messaging across touchpoints. The document provides examples of companies using IMC through various channels and concludes with an IMC planning model that involves analyzing the situation, setting objectives and strategies, integrating tactics, and evaluating performance.
The marketing and promotions process model has four major components: marketing strategy and analysis, target marketing process, marketing planning and program development, and the target market. It begins with developing a marketing strategy based on a situation analysis of opportunities, competitors, and selecting target markets. The company then coordinates the marketing mix and promotional strategies into a cohesive program to effectively reach the target market. Promotions play an important role in building demand among consumers and retailers.
Individual IMC critique
Contents
Contents ............................................................................................................................................... 2
Overview of the Business .............................................................................................................. 3
IMC challenge .................................................................................................................................... 3
Communication strategy ............................................................................................................... 3
Message ........................................................................................................................................... 3
Source .............................................................................................................................................. 6
Creative strategy ........................................................................................................................... 10
Appeals ......................................................................................................................................... 10
Execution ..................................................................................................................................... 12
Media Mix ......................................................................................................................................... 13
Recommendations and conclusions ...................................................................................... 14
References ....................................................................................................................................... 15
Appendix A – tomwaterhouse.com social media pages ................................................. 16
Appendix B – Various facebook Advertisments ................................................................ 18
Appendix C – Google Advertisement ..................................................................................... 19
Appendix D – Spoof Ad ............................................................................................................... 19
Overview of the Business
Tom Waterhouse is a fourth generation bookmaker (Waterhouse, 2012), he was
first exposed to the industry in 2001 helping his father Robert on race days at
Rosehill (Elliot, 2012). From there Waterhouse acquired his bookmaking
licensee for greyhounds and soon after thoroughbreds and in 2003 under his
fathers supervision began working ‘on the rails’ himself, initially building a VIP
cliental (Elliot, 2012). By 2008 Waterhouse had become one of Australians
biggest on track bookmakers, during the 2008 Melbourne spring carnival (which
includes the Melbourne cup) Waterhouse’s on track betting agency held
$20million worth of bets, a figure larger than all other on.
The document discusses brand loyalty and related concepts. It begins with an introduction stating the purpose is to understand brand loyalty and how price and willingness to buy generic versus name brands may influence it. Several chapters are outlined that will discuss literature on brand loyalty, explain a survey conducted to test hypotheses, and provide results and opinions. Brand loyalty is then defined in various ways by different sources. Different categories of brand loyalty are described, and strategies for each customer segment. Factors that influence brand loyalty are discussed, as well as how to create and enhance customer loyalty through various means like customer satisfaction, surveys, and social networking.
Seven tips for writing customer case studies that sellDavidDodd
The document provides seven tips for writing effective customer case studies that can help reduce buyers' perceptions of risk and boost marketing efforts. The tips are to: 1) inventory the key facts that can be used in the case study; 2) define the target audience for the case study; 3) identify the two or three main takeaways; 4) tell the case study like a story with a setup, complication, and resolution; 5) include specific quantitative results; 6) liberally use customer quotations; and 7) make the case study easy to scan with features like subheadings. Following these tips can help create case studies that are more compelling and persuasive to readers.
Designing and Managing a Sales Force PaperAdam Alexander
U.S. businesses spend over $140 billion annually on personal selling through sales forces. When designing a sales force, companies must consider objectives, strategy, structure, and compensation. Objectives include quotas while strategy examines approaches like individual or team selling. Structure often involves territorial assignments. Effective management of sales forces includes training, supervision, motivation through rewards, and performance evaluations. Both the sales force design and ongoing management are essential to the success of the organization.
brief matters. this is how we work together for alignment of achievement. it's not a noun., a verb. instead.
this is what i consolidate those i were trained in 4A creative agency.
Business Growth By Customer Acquisition and Loyalty MarketingAutoSyndicationUSA
The purpose of the Dynamic Growth Concepts is to help business owners and leaders hurdle the many stumbling blocks that impede progress and, all too often, knock
businesses and organizations completely out of the race. The most daunting obstacle blocking the path to success is what I call the cold, hard truth.
Call Mark @ Dynamic Growth Concepts because I want to help you learn the truth,
This document discusses customer loyalty and satisfaction leading to successful marketing outcomes through increased sales, brand appeal, and strong customer relationships. It also examines analyzing consumer markets through understanding influences on consumer behavior like social factors, cultural groups, and motivation. Finally, it explores global markets and the opportunities and challenges of tapping into developing international consumer bases while ensuring marketing strategies are adapted to different cultural and regulatory environments.
This document discusses the work of Chartered Business Valuators (CBVs) in 3 paragraphs:
CBVs determine the value of businesses, assets, brands, and help settle legal disputes. They use various valuation methods and draw on experience to assess worth, even for intangible assets. Their designation signifies expertise and adherence to standards, lending credibility to valuations. CBVs help clients understand the value of their assets, such as helping a software company realize they could sell for $8.3 million instead of the initial $4 million offer.
This document discusses the work of Chartered Business Valuators (CBVs) in 3 paragraphs:
CBVs determine the value of businesses, assets, brands, and help settle legal disputes. They use various valuation methods and draw on experience to assess worth, even for intangible assets. Their designation signifies expertise and adherence to standards, lending credibility to valuations. CBVs help clients understand the value of their assets, such as helping a software company realize they could sell for $8.3 million instead of the initial $4 million offer.
This document provides an integrated marketing communications plan for Goddyn & Associates, a financial services company. The plan aims to acquire 50 new clients from January to March 2015 through a budget of $3,000. Key elements of the plan include door hanger advertisements, Facebook ads, and bathroom billboard ads. Door hangers and billboards will feature the company's green and yellow colors and messaging around protection, guaranteed returns, and planning for the future. Facebook ads will run for $5 per day. The plan targets residents aged 25-50 in Kamloops, BC and aims to increase brand awareness and drive new clients through a coordinated marketing campaign.
It is a case analysis of a Harvard Business School Case. This ppt shows how a shift has taken place from upstream to downstream activities in the business.
Running Head MGM 320 Advertising and Public Relations.docxjoellemurphey
Running Head: MGM 320: Advertising and Public Relations
Developing Advertising and Public Relation-based Objectives
Enrique Ramirez
Colorado Technical University
MGM 320: Advertising and Public Relations
Every company has to have an objective for having advertising and public relations campaigns. All objectives are however tied to controlling the manner in which customers perceive the company. This paper will highlight several objectives that the advertising campaign for a bank can have. Banks are in the service industry and the perception of customers is quite important. Along the way, distinct differences between marketing of products and services will be seen.
Growing Customer Numbers
One strategic goal of a bank is to increase sales over time and increasing the level of loyalty of its customers. Increasing the revenues of the bank is achieved through two main ways. First, the company increase the number of customers it has-market share. Once this is done, the banks seeks to increase the number of services that each customer subscribes to. When a customer purchases several products from the bank besides account maintenance, it means that the bank has managed to grow their share in the customer's wallet (Zerfass & Duhring, 2012). Marketing and public relations are primarily supposed to increase revenues for a firm. The marketing messages may draw contrasts between the customer's current banker and what the company is offering. This way, customers may be convinced to change banking service providers in order to enjoy the benefits promised.
Advertising messages may also be aimed at the proportion of people that do not yet have access to banking services. In this case, the company may run a public relations exercise whereby they educate people on the benefits of having banking services (Zerfass & Duhring, 2012). The target population will subscribe to the banks services because the bank has demonstrated care and concern for their financial stability. These customers are likely to stick with the bank for the long haul even when they are in a position to purchase more than one product from the bank. This suggests that there is a need for banks to be patient with their customers because most will only be able to purchase one or two products but their financial strength grows with time.
Promoting a Positive Corporate Image
Financial institutions have a fiduciary duty to safeguard the interests of customers by managing funds deposited with them prudently. These institutions have to gain the trust of customers as a way of safeguarding their market share. The marketing messages sent out to customers therefore have to emphasize on the positive corporate governance efforts the company has in place. For instance, the company could inform external stakeholders on how and when they can access financial records of the company (Zerfass & Duhring, 2012). In case the company has received recognitions or awards for its proper manag ...
Quality management provides a framework for constant quality improvement to ensure companies build and launch the best possible products and services. Quality management functions as both a perspective and an approach to increasing customer satisfaction, cutting costs, and eliminating errors.
Managing customers for lifetime businessMoses Omondi
The document discusses customer relationship management and provides several models for understanding CRM. It outlines the IDIC model, Quality Competitiveness Index model, CRM Value Chain model, Payne's Five Forces model, Dasai conceptual model, Forrester model, and Maturity model for assessing CRM capabilities. It also provides a case study of a company, APEX Digital Imaging, that implemented Zoho CRM to better manage sales leads and saw improved lead generation and streamlined processes.
This document provides an overview of key marketing concepts and philosophies. It defines marketing and discusses its components, including the marketing environment, customer needs and wants, and the marketing mix. It then describes five marketing management philosophies: the production concept, product concept, selling concept, marketing concept, and societal marketing concept. For each concept, it provides the underlying philosophy and focus, as well as examples of companies that employ each approach.
How to create a customer centric landing page and get more leadsConversion Fanatics
Lead-generation doesn't have to be a tedious, hit-or-miss process. One of the most effective ways to generate high quality leads for your business is to have a highly targeted, well-optimized, customer-centric landing page.
56 Matches Other Sources (50 items)V. Marketing According to .docxevonnehoggarth79783
56% Matches Other Sources (50 items)
V. Marketing According to the Webster Merriam dictionary, marketing is defined as a “company’s activities associated with buying and selling of “Goods and services”. Through this process goods and services are moved to customers from concept. This process includes, selling, advertising, and delivering products to people. All the employees working in the marketing department
1Matching TextCite with EasyBib.com|Citation tips
of companies always try to gain the attention of audiences by using packaging designs, slogans, celebrity endorsements, and general media exposure,
· Styles for Citing Sources
which is what Tech Revolution, will aim to do. This process consists of the
2Matching TextCite with EasyBib.com|Citation tips
coordination of four elements called the 4-P's of marketing: (1) Product Identification, selection and development (2) Price
· Styles for Citing Sources
determination (3) To reach the customer's place selection of a distribution channel (4) Promotional strategy development and implementation Normally
3Matching TextCite with EasyBib.com|Citation tips
people believe that marketing is just about advertising or sales. Besides this process, everything a company does to acquire customers and maintain a relationship with them is considered Marketing. Even the small tasks like
· Styles for Citing Sources
4Matching TextCite with EasyBib.com|Citation tips
playing golf with a prospective client, writing thank-you letters,
· Styles for Citing Sources
meeting with a past client for coffee,
5Matching TextCite with EasyBib.com|Citation tips
and returning calls promptly can be thought of as marketing. Marketing’s ultimate goal is to match a company's products and services to the people who need and want them, thereby ensuring profitability.
· Styles for Citing Sources
Our goal is to exceed these customer relationship standards.
6Matching TextCite with EasyBib.com|Citation tips
The basic concept underlying marketing is human needs.
· Styles for Citing Sources
This includes
7Matching TextCite with EasyBib.com|Citation tips
physical needs for food, clothing, safety and warmth, social needs for belonging and affection; individual needs for self-expression and knowledge.Wants are another type of human needs; they are shaped by culture and individual personality. These wants are shaped by a person’s environment and are described in terms of objects that will satisfy needs. These wants
· Styles for Citing Sources
turns into demands when a person has
8Matching TextCite with EasyBib.com|Citation tips
buying power. Given their wants and resources, people demand products with benefits that add up to the most value and satisfaction.
· Styles for Citing Sources
Our product and service will meet these satisfaction requirements. Outstanding marketing departments pay more attention
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to learn about and understand customers' needs, wants and demands. Normally.
B Corporations are a new type of for-profit organizations that meet a high standard of social and environmental performance, transparency and accountability. They redefine success in business by competing not to be the best in the world, but to be the best for the world.
By introducing the concept Andreas shared how to become a B company and what the benefits are.
Marketing research is defined as the process of linking consumers to marketers through gathering and analyzing information to identify opportunities and problems in order to improve marketing strategies. This information helps marketers specify data needs, design collection methods, collect and analyze data, and communicate findings to address marketing issues and improve understanding of the marketing process. Marketing research plays an important role in providing objective information to help companies make better strategic decisions.
The document discusses the concept of customer equity, which recognizes customers as the primary source of current and future profits. There are three drivers that contribute to customer equity: value equity, brand equity, and relationship equity. These drivers can be enhanced through specific actions to maximize the net present value of current and future customer pools. Understanding the key drivers of customer equity for a firm allows it to develop strategies focused on retaining existing customers and attracting new customers in order to grow the long-term value of the business.
Individual IMC critique
Contents
Contents ............................................................................................................................................... 2
Overview of the Business .............................................................................................................. 3
IMC challenge .................................................................................................................................... 3
Communication strategy ............................................................................................................... 3
Message ........................................................................................................................................... 3
Source .............................................................................................................................................. 6
Creative strategy ........................................................................................................................... 10
Appeals ......................................................................................................................................... 10
Execution ..................................................................................................................................... 12
Media Mix ......................................................................................................................................... 13
Recommendations and conclusions ...................................................................................... 14
References ....................................................................................................................................... 15
Appendix A – tomwaterhouse.com social media pages ................................................. 16
Appendix B – Various facebook Advertisments ................................................................ 18
Appendix C – Google Advertisement ..................................................................................... 19
Appendix D – Spoof Ad ............................................................................................................... 19
Overview of the Business
Tom Waterhouse is a fourth generation bookmaker (Waterhouse, 2012), he was
first exposed to the industry in 2001 helping his father Robert on race days at
Rosehill (Elliot, 2012). From there Waterhouse acquired his bookmaking
licensee for greyhounds and soon after thoroughbreds and in 2003 under his
fathers supervision began working ‘on the rails’ himself, initially building a VIP
cliental (Elliot, 2012). By 2008 Waterhouse had become one of Australians
biggest on track bookmakers, during the 2008 Melbourne spring carnival (which
includes the Melbourne cup) Waterhouse’s on track betting agency held
$20million worth of bets, a figure larger than all other on.
The document discusses brand loyalty and related concepts. It begins with an introduction stating the purpose is to understand brand loyalty and how price and willingness to buy generic versus name brands may influence it. Several chapters are outlined that will discuss literature on brand loyalty, explain a survey conducted to test hypotheses, and provide results and opinions. Brand loyalty is then defined in various ways by different sources. Different categories of brand loyalty are described, and strategies for each customer segment. Factors that influence brand loyalty are discussed, as well as how to create and enhance customer loyalty through various means like customer satisfaction, surveys, and social networking.
Seven tips for writing customer case studies that sellDavidDodd
The document provides seven tips for writing effective customer case studies that can help reduce buyers' perceptions of risk and boost marketing efforts. The tips are to: 1) inventory the key facts that can be used in the case study; 2) define the target audience for the case study; 3) identify the two or three main takeaways; 4) tell the case study like a story with a setup, complication, and resolution; 5) include specific quantitative results; 6) liberally use customer quotations; and 7) make the case study easy to scan with features like subheadings. Following these tips can help create case studies that are more compelling and persuasive to readers.
Designing and Managing a Sales Force PaperAdam Alexander
U.S. businesses spend over $140 billion annually on personal selling through sales forces. When designing a sales force, companies must consider objectives, strategy, structure, and compensation. Objectives include quotas while strategy examines approaches like individual or team selling. Structure often involves territorial assignments. Effective management of sales forces includes training, supervision, motivation through rewards, and performance evaluations. Both the sales force design and ongoing management are essential to the success of the organization.
brief matters. this is how we work together for alignment of achievement. it's not a noun., a verb. instead.
this is what i consolidate those i were trained in 4A creative agency.
Business Growth By Customer Acquisition and Loyalty MarketingAutoSyndicationUSA
The purpose of the Dynamic Growth Concepts is to help business owners and leaders hurdle the many stumbling blocks that impede progress and, all too often, knock
businesses and organizations completely out of the race. The most daunting obstacle blocking the path to success is what I call the cold, hard truth.
Call Mark @ Dynamic Growth Concepts because I want to help you learn the truth,
This document discusses customer loyalty and satisfaction leading to successful marketing outcomes through increased sales, brand appeal, and strong customer relationships. It also examines analyzing consumer markets through understanding influences on consumer behavior like social factors, cultural groups, and motivation. Finally, it explores global markets and the opportunities and challenges of tapping into developing international consumer bases while ensuring marketing strategies are adapted to different cultural and regulatory environments.
This document discusses the work of Chartered Business Valuators (CBVs) in 3 paragraphs:
CBVs determine the value of businesses, assets, brands, and help settle legal disputes. They use various valuation methods and draw on experience to assess worth, even for intangible assets. Their designation signifies expertise and adherence to standards, lending credibility to valuations. CBVs help clients understand the value of their assets, such as helping a software company realize they could sell for $8.3 million instead of the initial $4 million offer.
This document discusses the work of Chartered Business Valuators (CBVs) in 3 paragraphs:
CBVs determine the value of businesses, assets, brands, and help settle legal disputes. They use various valuation methods and draw on experience to assess worth, even for intangible assets. Their designation signifies expertise and adherence to standards, lending credibility to valuations. CBVs help clients understand the value of their assets, such as helping a software company realize they could sell for $8.3 million instead of the initial $4 million offer.
This document provides an integrated marketing communications plan for Goddyn & Associates, a financial services company. The plan aims to acquire 50 new clients from January to March 2015 through a budget of $3,000. Key elements of the plan include door hanger advertisements, Facebook ads, and bathroom billboard ads. Door hangers and billboards will feature the company's green and yellow colors and messaging around protection, guaranteed returns, and planning for the future. Facebook ads will run for $5 per day. The plan targets residents aged 25-50 in Kamloops, BC and aims to increase brand awareness and drive new clients through a coordinated marketing campaign.
It is a case analysis of a Harvard Business School Case. This ppt shows how a shift has taken place from upstream to downstream activities in the business.
Running Head MGM 320 Advertising and Public Relations.docxjoellemurphey
Running Head: MGM 320: Advertising and Public Relations
Developing Advertising and Public Relation-based Objectives
Enrique Ramirez
Colorado Technical University
MGM 320: Advertising and Public Relations
Every company has to have an objective for having advertising and public relations campaigns. All objectives are however tied to controlling the manner in which customers perceive the company. This paper will highlight several objectives that the advertising campaign for a bank can have. Banks are in the service industry and the perception of customers is quite important. Along the way, distinct differences between marketing of products and services will be seen.
Growing Customer Numbers
One strategic goal of a bank is to increase sales over time and increasing the level of loyalty of its customers. Increasing the revenues of the bank is achieved through two main ways. First, the company increase the number of customers it has-market share. Once this is done, the banks seeks to increase the number of services that each customer subscribes to. When a customer purchases several products from the bank besides account maintenance, it means that the bank has managed to grow their share in the customer's wallet (Zerfass & Duhring, 2012). Marketing and public relations are primarily supposed to increase revenues for a firm. The marketing messages may draw contrasts between the customer's current banker and what the company is offering. This way, customers may be convinced to change banking service providers in order to enjoy the benefits promised.
Advertising messages may also be aimed at the proportion of people that do not yet have access to banking services. In this case, the company may run a public relations exercise whereby they educate people on the benefits of having banking services (Zerfass & Duhring, 2012). The target population will subscribe to the banks services because the bank has demonstrated care and concern for their financial stability. These customers are likely to stick with the bank for the long haul even when they are in a position to purchase more than one product from the bank. This suggests that there is a need for banks to be patient with their customers because most will only be able to purchase one or two products but their financial strength grows with time.
Promoting a Positive Corporate Image
Financial institutions have a fiduciary duty to safeguard the interests of customers by managing funds deposited with them prudently. These institutions have to gain the trust of customers as a way of safeguarding their market share. The marketing messages sent out to customers therefore have to emphasize on the positive corporate governance efforts the company has in place. For instance, the company could inform external stakeholders on how and when they can access financial records of the company (Zerfass & Duhring, 2012). In case the company has received recognitions or awards for its proper manag ...
Quality management provides a framework for constant quality improvement to ensure companies build and launch the best possible products and services. Quality management functions as both a perspective and an approach to increasing customer satisfaction, cutting costs, and eliminating errors.
Managing customers for lifetime businessMoses Omondi
The document discusses customer relationship management and provides several models for understanding CRM. It outlines the IDIC model, Quality Competitiveness Index model, CRM Value Chain model, Payne's Five Forces model, Dasai conceptual model, Forrester model, and Maturity model for assessing CRM capabilities. It also provides a case study of a company, APEX Digital Imaging, that implemented Zoho CRM to better manage sales leads and saw improved lead generation and streamlined processes.
This document provides an overview of key marketing concepts and philosophies. It defines marketing and discusses its components, including the marketing environment, customer needs and wants, and the marketing mix. It then describes five marketing management philosophies: the production concept, product concept, selling concept, marketing concept, and societal marketing concept. For each concept, it provides the underlying philosophy and focus, as well as examples of companies that employ each approach.
How to create a customer centric landing page and get more leadsConversion Fanatics
Lead-generation doesn't have to be a tedious, hit-or-miss process. One of the most effective ways to generate high quality leads for your business is to have a highly targeted, well-optimized, customer-centric landing page.
56 Matches Other Sources (50 items)V. Marketing According to .docxevonnehoggarth79783
56% Matches Other Sources (50 items)
V. Marketing According to the Webster Merriam dictionary, marketing is defined as a “company’s activities associated with buying and selling of “Goods and services”. Through this process goods and services are moved to customers from concept. This process includes, selling, advertising, and delivering products to people. All the employees working in the marketing department
1Matching TextCite with EasyBib.com|Citation tips
of companies always try to gain the attention of audiences by using packaging designs, slogans, celebrity endorsements, and general media exposure,
· Styles for Citing Sources
which is what Tech Revolution, will aim to do. This process consists of the
2Matching TextCite with EasyBib.com|Citation tips
coordination of four elements called the 4-P's of marketing: (1) Product Identification, selection and development (2) Price
· Styles for Citing Sources
determination (3) To reach the customer's place selection of a distribution channel (4) Promotional strategy development and implementation Normally
3Matching TextCite with EasyBib.com|Citation tips
people believe that marketing is just about advertising or sales. Besides this process, everything a company does to acquire customers and maintain a relationship with them is considered Marketing. Even the small tasks like
· Styles for Citing Sources
4Matching TextCite with EasyBib.com|Citation tips
playing golf with a prospective client, writing thank-you letters,
· Styles for Citing Sources
meeting with a past client for coffee,
5Matching TextCite with EasyBib.com|Citation tips
and returning calls promptly can be thought of as marketing. Marketing’s ultimate goal is to match a company's products and services to the people who need and want them, thereby ensuring profitability.
· Styles for Citing Sources
Our goal is to exceed these customer relationship standards.
6Matching TextCite with EasyBib.com|Citation tips
The basic concept underlying marketing is human needs.
· Styles for Citing Sources
This includes
7Matching TextCite with EasyBib.com|Citation tips
physical needs for food, clothing, safety and warmth, social needs for belonging and affection; individual needs for self-expression and knowledge.Wants are another type of human needs; they are shaped by culture and individual personality. These wants are shaped by a person’s environment and are described in terms of objects that will satisfy needs. These wants
· Styles for Citing Sources
turns into demands when a person has
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buying power. Given their wants and resources, people demand products with benefits that add up to the most value and satisfaction.
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Our product and service will meet these satisfaction requirements. Outstanding marketing departments pay more attention
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to learn about and understand customers' needs, wants and demands. Normally.
B Corporations are a new type of for-profit organizations that meet a high standard of social and environmental performance, transparency and accountability. They redefine success in business by competing not to be the best in the world, but to be the best for the world.
By introducing the concept Andreas shared how to become a B company and what the benefits are.
Marketing research is defined as the process of linking consumers to marketers through gathering and analyzing information to identify opportunities and problems in order to improve marketing strategies. This information helps marketers specify data needs, design collection methods, collect and analyze data, and communicate findings to address marketing issues and improve understanding of the marketing process. Marketing research plays an important role in providing objective information to help companies make better strategic decisions.
The document discusses the concept of customer equity, which recognizes customers as the primary source of current and future profits. There are three drivers that contribute to customer equity: value equity, brand equity, and relationship equity. These drivers can be enhanced through specific actions to maximize the net present value of current and future customer pools. Understanding the key drivers of customer equity for a firm allows it to develop strategies focused on retaining existing customers and attracting new customers in order to grow the long-term value of the business.
2. Why hire an external advertising agency?
• First of all, Eli should choose an external advertising agency for the Dinty
Moore advertising campaign in order to “reduce costs” (Clow & Baack,
2012, p. 117) because this is a sizeable account. Besides the Dinty Moore
stew beef, Eli wants to advertise the entire line of Dinty Moore products
which includes “Chicken & Dumplings, Chicken Noodle, Chicken Stew,
Meatball Stew, and Turkey Stew” (Advertising Syllabus, n.d., p.2)
• Secondly, “greater expertise” (Clow & Baack, 2012, p. 117) can be
obtained through an external advertising agency. For example, an external
advertising agency can advise “about how to develop target markets”
(Clow & Baack, 2012, p. 118). They can also offer “specialized services for
business markets” (Clow & Baack, 2012, p. 118). This is a good idea
because the Dinty Moore line can also be marketed to retailers who sell
these products.
• It is also important that an external advertising agency is hired to tap into
an “outsider’s perspective [and have] access to top talent” (Clow & Baack,
2012, p.117)
3. “In-house versus external advertising
agencies” (Clow & Baack, 2012, p. 117)
In-house
• Lower costs
• Consistent brand message
• Better understanding of
product and mission
• Faster ad production
• Works closer with CEO
• Lower turnover rate in the
creative team
External
• Reduce costs
• Greater expertise
• Outsider’s perspective
• Access to top talent
4. How to choose an agency
• First of all, Eli should “set goals” (Clow & Baack, 2012, p. 119) together
with his team. According to Clow & Baack (2012), “goals provide a sense of
direction designed to prevent personal biases from affecting decisions”.
• When selecting an agency, certain criteria should be determined such as
the agency’s size, relevant experience, creative reputation and
capabilities, production and media purchasing capabilities and other
criteria (Clow & Baack, 2012).
• The agency’s size is important because “if a large firm hires a small agency,
the small agency may be overwhelmed”(Clow & Baack, 2012, p. 119). On
the other hand side “a small firm hiring a large agency may find that the
company’s account could be lost or could be treated as being
insignificant” (Clow & Baack, 2012, p. 119).
• Eli should look for an agency that “has experience” (Clow & Baack, 2012,
p. 119) in the food industry. This will allow the “agency’s employees …
better able to understand the client firm, its customers, and the structure
of the marketing channel” (Clow & Baack, 2012, p.119).
5. How to choose an agency cont’d
• It is also important to note that “an advertising agency [should] have
relevant experience without representing a competitor” (Clow & Baack,
2012, p. 120).
• Another relevant criteria is that “the agency should also have experience
with the business-to-business side of the market, so that retailers,
wholesalers, and any other channel part are considered in the marketing
and advertising” (Clow & Baack, 2012, p. 120) of the Dinty Moore line of
products.
• Eli should ask “for a list of awards the company has received”(Clow &
Baack, 2012, p.120). This will allow him to assess the “agency’s creativity”
(Clow & Baack, 2012, p. 120). According to Clow & Baack (2012) “in most
cases there is a positive relationship between winning awards and writing
effective ads” (p.120).
• “Production and media purchasing capabilities” (Clow & Baack, 2012, p.
120) is another important element of whether or not Eli will want to
choose a particular ad agency.
6. How to choose an agency cont’d
• According to Clow & Baack (2012), “ a firm that needs an agency to
produce a television commercial and also buy media time should check on
these activities as part of the initial screening process” (p. 120).
• Finally, as part of the selection criteria to choose an agency, other criteria
to be looked at would be “other services available, client retention rates
and personal chemistry” (Clow & Baack, 2012, p.120).
• The next step in choosing an agency, would be requesting “references
from the agencies still in the running” (Clow & Baack, 2012, p. 121). You
can obtain information like this from the ad agencies’ websites. (Clow &
Baack, 2012).
• Eli will want to discover the agency’s “client retention rate [as this] reveals
how effective the firm has been working with various clients” (Clow &
Baack, 2012, p. 121).
• Lastly, and most importantly, comes the “creative pitch” (Clow & Baack,
2012, p. 121) also known as a shootout.
7. How to choose an agency cont’d
• According to Clow & Baack (2012), “when the list has been reduced to two
or three finalists, the company’s selection team asks each [ad agency] for
a creative pitch” (p.121).
• A creative pitch is when “ the advertising agencies chosen to compete
provide a formal presentation that addresses a specific problem, situation,
or set of questions” (Clow & Baack, 2012, p. 121).
• Finally, it is important that members of both the client firm and the ad
agency get along, therefore, “chemistry between employees of the two
different firms becomes critical” (Clow & Baack, 2012, p. 122). This could
“break or make the final decision” (Clow & Baack, 2012, p. 122).
8. Advertising Planning and Research
• There are two types of research that can be conducted to “identify Dinty
Moore’s most loyal customers and potential new customers” (Advertising
syllabus, n.d., p.3)
• “Product-specific research involves identifying key product characteristics
that become selling points” (Clow & Baack, 2012, p. 124) In the case of
Dint Moore’s beef stew, this would be the fact that “it has no preservatives
and only 240 calories per 8-ounce serving” (Advertising syllabus, n.d., p.2)
• “Consumer-oriented research will be used to understand the context of a
product’s use” (Clow & Baack, 2012, p. 124) For example, there is a “a
second set of current products [that are] microwaveable so therefore one
can assume that these products are used when consumers are in a hurry
to prepare lunch or dinner.
• There are three subtypes of consumer-oriented research which are: the
“anthropological approach [which] involves direct observation of
consumers using the good or service” (Clow & Baack, 2012, p. 124), “
sociological analysis of social class issues, trends, and family life cycle
changes” (Clow & Baack, 2012, p. 124) and “psychological motives for
product purchases, such as feeling sexy, powerful, or intelligent.” (Clow &
Baack, 2012, p. 124).
9. Advertising Planning & Research
cont’d
• Eli might do advertising planning & research by offering free samples in
retail stores or he might conduct research of Dinty Moore’s potential new
customers by examining why customer’s buy products from its
competitors like “Castleberry’s and Armour”( Advertising syllabus, n.d., p.
3).
• He might also conduct surveys to find out about the “consumer’s
perceptions of the quality of the Dinty Moore line as compared to Armour
and Castleberry’s” (Advertising syllabus, n.d., p. 3).
10. Creative Brief
• The objective of this campaign is to increase “brand awareness” (Clow &
Baack, 2012, p. 129), build “brand image” (Clow & Baack, 2012, p. 129),
increase “customer traffic” ( Clow & Baack, 2012, p. 129) , increase “retailer or
wholesaler orders” (Clow & Baack, 2012, p. 129), and provide “information”
(Clow & Baack, 2012, p. 129).
• Brand awareness will be built by displaying “the name of the product … in the
advertisement” (Clow & Baack, 2012, p. 129). This is so that when consumers
go to choose a beef stew they will want to choose Dinty Moore over the
competition.
• “The target audience” (Clow & Baack, 2012, p. 130) will be mothers or fathers
who are in a hurry to make a meal for their families, so this includes females
and males in the age range from 20 to 45. A highlight of the campaign will also
be that Dinty Moore’s beef stew only has “240 calories per 8-ounce serving”
(Advertising syllabus, n.d., p. 2), highlighting the fact that it can be a low-
calorie meal option.
• The message theme for Dinty Moore’s line of products is: “Synonymous not
only with beef stew, but with a convenient and satisfying meal” (as cited in
Advertising syllabus, n.d., p. 2).
11. Creative Brief cont’d
• According to Clow & Baack (2012), “support takes the form of facts that
substantiate the message theme” (p. 131). For example, the fact that
some of the current products that Dinty Moore offers are now
microwaveable, ties in to the message theme of convenience.
• The “constraints are any legal and mandatory restrictions placed on
advertisements”(Clow & Baack, 2012, p. 131). A constraint could be
“claims [that] identify the exact nature of the statement made in the
advertisement”(Clow & Baack, 2012, p. 131) like the fact that “it has no
preservatives”( Advertising syllabus, n.d., p.2). According to Clow & Baack
(2012), this includes nutritional claims as well as statements about serving
sizes and other information describing the product” (p.131). For example,
the statement about “only [having] 240 calories per 8-ounce serving”
(Advertising syllabus, n.d., p.2) is a constraint.
12. References
Advertising syllabus. (n.d). Retrieved from Blackboard.
Clow, K., Baack, D. (2012). Integrated advertising, promotion, and marketing
communications (5th ed.). Upper Saddle River, NJ: Prentice Hall.
www.hormelfoods.com.