Category: Marketing

How could marketers use this research/information when developing a target market OR developing a promotion strategy?Does the description match what you know about the ZIP Code? Why or why not?

Explain two of your personal reference groups.

Now, thinking of reference groups in general, identify two products or services that you purchase for which you believe reference group appeal or influence would be very strong. Explain your answers thoughtfully.

Identify one additional product or service that you purchase for which you believe reference group appeal or influence in general would be minimal. Explain your answer.

How can you see reference groups influencing business to business (or B2B) buying? In other words, how are the products that a business purchases influenced by their reference groups? Discuss this in terms of members of the buying center or any other groups that could impact B2B buying decisions.

Does the description match what you know about the ZIP Code? Why or why not?

How could marketers use this research/information when developing a target market OR developing a promotion strategy?

What is your overall target strategy (concentrated, differentiated, undifferentiated or micromarketing) and why are you choosing that strategy.

What is your overall target strategy (concentrated, differentiated, undifferentiated or micromarketing) and why are you choosing that strategy.

What segmentation methods mentioned in STEP 2 of the segmentation, targeting and positioning process described in the text will you use (demographics (age, income, gender, marital status, children in the home, etc.), geographics, psychographics, etc.) and why will you use them?

You only have to explain which of these you’ll use. You’ll actually describe them in the next part. For instance, if you state in part 2 that you are segmenting based on age and income, then in part 3 you’ll describe the actual age and income range for your target market.

Describe your target market – describe the target like it is someone that you know. I want a well-defined description of the target market using the segmentation methods you listed in part 2.

 

Determine whether machines may or may not take over content strategy jobs.Determine to which extent can AI be creative in the field of content strategy.

How the Rise of Artificial Intelligence is influencing the Content Creation

Determine to which extent can AI be creative in the field of content strategy.
How AI may impact the startup businesses in terms of content strategy.
Determine whether machines may or may not take over content strategy jobs.

How can you see reference groups influencing business to business (or B2B) buying? In other words, how are the products that a business purchases influenced by their reference groups? Discuss this in terms of members of the buying center or any other groups that could impact B2B buying decisions.

OPTION #1 – REFERENCE GROUPS

Explain two of your personal reference groups.
Now, thinking of reference groups in general, identify two products or services that you purchase for which you believe reference group appeal or influence would be very strong. Explain your answers thoughtfully.

Identify one additional product or service that you purchase for which you believe reference group appeal or influence in general would be minimal. Explain your answer.

How can you see reference groups influencing business to business (or B2B) buying? In other words, how are the products that a business purchases influenced by their reference groups? Discuss this in terms of members of the buying center or any other groups that could impact B2B buying decisions.

Does the description match what you know about the ZIP Code? Why or why not?

How could marketers use this research/information when developing a target market OR developing a promotion strategy?

Identify the top 5 keywords that The Westside Coffee Company should be using in website copy and headings to get better search engine optimization (SEO) organic search results from Google. Provide a rationale for your selections.

The Westside Coffee Company

Review the Coffee Shop Keyword Search. (Spreadsheet provided)

1. Identify the top 5 keywords that The Westside Coffee Company should be using in website copy and headings to get better search engine optimization (SEO) organic search results from Google. Provide a rationale for your selections.

2. Allocate a budget to optimize a $500 per-week budget for Google Ad word marketing to get The Westside Coffee Company featured at the top of the search page in Google pay-per-click results. List the keywords you will bid on and the budget allocated to each. Provide a rationale for your selections.

3. Write a 250-word content marketing story on The Westside Coffee Company to promote The Westside Coffee Company in the local newspaper that can also be reused on other digital formats, including website, social media, and email blasts to customers.

4. Create a $3,000 monthly advertising plan for The Westside Coffee Company. Use the media costs provided on the Local Media Costs tab in the spreadsheet and justify your recommendations with data.

5. Estimate the 4-week reach/frequency and resulting gross rating points (GRPs) as part of your recommendation.

What was the dotcom bubble and who was to blame for the dotcom bubble and its collapse in the 1990’s? Are there any similarities between the environment of the dotcom Bubble and the current social media environment?

Dotcom Bubble

Dotcom Bubble:

What was the dotcom bubble and who was to blame for the dotcom bubble and its collapse in the 1990’s? Are there any similarities between the environment of the dotcom Bubble and the current social media environment?

Do you think that we are currently in a social media bubble now, considering the popularity of social media sites and apps, and the prices that other investors and companies are investing in them and buying them? Explain.

Do you think that our economy could survive another dotcom bubble? What support do you have for this thinking?

 

Explain what, if anything, is Jenbury Financial currently not doing that it needs to be in order to flourish and thrive at their stated aims as a company? Explain what, if anything, Jenbury Financial must consider when promoting this new course?

Integrated Marketing Communications In The Digital Age

Section 1: Campaign Plan (25 marks)

Defining the problem statement. (7 marks)

Briefly introduce the brand, position, industry.

Explain what, if anything, is Jenbury Financial currently not doing that it needs to be in order
to flourish and thrive at their stated aims as a company?

Make any necessary reference to competitors, industry factors and trends, and
technological changes or advancements which may help you define the problem.

Relate to the brand’s position and existing communication strategies. Highlight any
issues of confusion or positioning as relevant.

Explain what, if anything, Jenbury Financial must consider when promoting this new course?

Briefly preview (1 sentence) how your campaign will help address this problem.

Indicate and justify a target audience for your campaign. (8 marks)

Some targeting details will be given you to after Assignment 1, prior to starting work on this
assignment. Instead of starting a new profile, you will be asked to:

Briefly explain/justify why this target is suitable

Justify any additions or alterations you make to this profile

Indicate where/when these consumers are receptive to marketing communications

Outline their level of awareness when it comes to the brand and to financial services
(Hierarchy of Effects / Week 4 and 5)

Outline your campaign objective and more narrow communication goals. (10 marks)

What is the broad marketing communications objective to this campaign? (week 5)

Who/What/When format

Why this objective – it must clearly relate or be justified back to the problem
statement and/or to the target segment.

Outline the more specific communication goals, for example: (5 marks)

What do we want our target audience to think at the end of this campaign?

What do you intend to change? Their perceptions? Attitudes? Etc? In what way?

What action do we want our audience to take as a result of this campaign? Other Requirements (15 marks)

10. Concluding Summary (5 marks)

Brief conclusion that returns to the initial problem statement and highlights the main points
of your campaign as the proposed solution.

Reference List and Compliance (10 marks)

Describe in detail the “generational cohorts” according to the text, and explain the different values and motivational factors between them.When opening a new ice cream store in your hometown, how would your advertising messages differ from one generation to the next? Describe in detail how you would create appeal to each of the groups.

Create and post an initial thread that addresses the following questions or issues:
The text defines the “marketing concept” and the “4 P’s.”

In your own words, explain both of these concepts, detail why both are important to a marketing plan.

Define “marketing” and “sales” and explain how they are different from one another, and how they depend upon one another for successful marketing.

Does “marketing” have a function in church operations? Explain and support your answer.
Generational trends lead to distinctly different attitudes, values, and behavioral patterns that must be considered when developing a marketing plan.

Describe in detail the “generational cohorts” according to the text, and explain the different values and motivational factors between them.

When opening a new ice cream store in your hometown, how would your advertising messages differ from one generation to the next? Describe in detail how you would create appeal to each of the groups.

Explain how the Scripture “Jesus Christ is the same yesterday and today and forever.” (Heb. 13:8) relates to all demographic groups.

Discuss what needs to be adapted for the new market, and what can remain standardised from the original marketing strategies.

International Marketing

Devise an International Marketing plan based on a company brand of your choice from the options list on page 5. The options consist of various SME brands and specific brands from some larger corporates. They have all been carefully selected as they are not well internationalised but have significant potential to grow internationally in the right circumstances. Within the Marketing plan, you should follow a structured process based on the following requirements:

 Country Analysis: Use appropriate theories, frameworks, and methodologies to draw up a shortlist of countries for your chosen brand. Based on a short comparative analysis, select the most suitable country to set as an immediate priority in the later stages of your marketing plan below. Ensure your final country selection is well justified.

Country Focus: (Use 8-9 C’s of 12C’s theory) Provide a critical analysis of your chosen market in terms of the following:
Opportunities based on macro-level indicators including economic statistics and socio-economic trends.

Relevant socio-cultural factors and cultural norms.

Infrastructure, including both digital and physical aspects.

Other specific market trends and opportunities in the domestic
sector of the selected country that relate to your brand.

  Firm & Competitor Focus: A critical assessment of the internal aspects of the company, the associated product, and how it compares to competitors in the domestic market.

This is dependent on the amount of information available. However, it is crucial to determine the relative strengths and capabilities of your chosen company when entering the market.
The marketing objectives, mode of entry, and marketing mix strategy (4 Ps) in parts d-f should be directly influenced by your findings in parts a-c.

 International Marketing Objectives: Develop specific international marketing objectives, which are directly in line with the research results from parts a-c. These should be adequately justified and based on the principles of SMART. See: https://corporatefinanceinstitute.com/resources/knowledge/other/smart- goal/

 Segmentation, Targeting & Positioning (STP): Identify a relevant segment(s) and target group(s) in your chosen country. Note: Do not just rely on age and gender characteristics.

International Market Entry Strategy: In this section you need to provide the recommended mode(s) of entry that can help your chosen company achieve the set objectives. The theories, models, and concepts presented in the recommended textbooks and lectures need to be applied to justify your international market entry decision. You should provide a brief justification of why you chose a specific mode(s) of entry and rejected others.

Marketing Mix Strategy: In this final section you need to specify the strategies that will support the mode of entry using the marketing mix framework (4Ps). Discuss what needs to be adapted for the new market, and what can remain standardised from the original marketing strategies.