Marketing

What is Subsidizing adoption? And how did PayPal use it to expand its business? Please write 3-4 sentences about it. Name two companies that leveraged viral promotion to compete. Please write 3-4 sentences about it. Why does Adobe allow the free download of Acrobat Reader? Please write 3-4 sentences about it.

Creating Offerings & Using Channels to Create Value for Customers Learning Outcomes Offering Type of consumer offerings. Students can describe an offering based on features, benefits, price, and costs of ownership. Students can suggest marketing strategy implications based on the type of consumer offering under examination. Product lifecycle. Students can suggest potential marketing strategies based on the product or service’s lifecycle stage.   Marketing channel strategy.  Student can outline a multi-channel distribution system and recommend a marketing channel strategy for a product or service offering. Pricing strategy.  Student can analyze a current pricing strategy and make recommendations for modifications. Directions Your job in this Writing Assignment is to develop marketing mix strategies to ensure a value offering for the target market you identified in the previous assignment. We will be looking to see if you can apply the marketing concepts to the real world situation. Assume you now work for this company and your goal it to help the company grow sales.  We don’t expect you to develop strategies based on insider knowledge of the product or service since you are most likely not employed by your product or service’s company.  Again, do not fall into the trap of simply reporting on the product or service.  This is obvious because your assignment will look like a rewrite of the company’s website.  Don’t be afraid to make strategy recommendations based on what you have discovered about the product or service, and how you think it can move forward.  Be creative, take reasoned risks.   Always keep them in mind your product’s target market(s) from the previous paper when making your recommendations.   You will also have a chance to recommend new distribution and pricing strategies based on your new target market to meet their needs.   Prepare your assignment beginning with a title page with your name and the name of your product or service.  Then answer each of the following questions (two in part 1 and two in part 2) in order and number the beginning of your response to each question.  Do not repeat the question. Headings should separate the sections.   Part 1 Type of consumer offering.  Describe your product or service offering as it is currently in terms of features and benefits, price and the total cost of ownership as discussed in the week’s readings.  Is it more product dominant or service dominant?  What are the tangible and intangible aspects? Based on the four categories of type of offerings discussed in course content,  describe the category in which your product or service offering belongs.  Based on your new target market, would that category of the offering change and if so, how?  How would it change the marketing strategy?   Product lifecycle.  In which stage of the product lifecycle is your product or service offering now? Would the changes described in number 3 above change the lifecycle stage and if so how?  What would this mean to the lifecycle marketing strategy?   Part 2 Marketing channels & strategy.  To the best of your ability, outline the marketing channels of your product or service offering as they currently exist.  Refer to Figure 6.2 for some ideas.  Most product and service offerings will have more than one channel, so your system should include at least two; for example (1)  a direct channel for internet sales:  manufacturer –> customer; and  (2) an indirect channel such as manufacturer –> distributor –> wholesaler –> retailer –> customer. If your product or service only has only a direct channel, explain why.  Would this channel strategy change as a result of your new target market?  Why or why not? Pricing strategy.  Referring to the various pricing strategies outlined in the week’s readings, which one does your product or service currently use?  Would you recommend any changes for your new target market?  If so, how would you change it and why?  THE PRODUCT IN QUESTION IS DISNEY PLUS. 

Discuss the phrase “let the buyer beware” and its relationship to an ethical marketing perspective. For more information on Buyer Beware read this: https://en.wikipedia.org/w/index.php?title=Buyer_Beware&redirect=no

Have you ever “liked” a company or product on Facebook? Participated in a company’s blog or posted pictures on their website? Do you and your friends have the next great commercial for Doritos? The snack food firm has turned user-generated content into an advertising phenomenon. Their customer-created ads are frequently among the most popular during the Super Bowl, and in many cases, have gone viral. User-generated content is exactly what it sounds like, content such as blogs, videos, pictures, and tweets (among many other types) that are created and shared by ordinary customers. Check out this ad that turned into an entire storyline for the firm that developed it and now has not only millions of views but a following that waits for the next “episode” as if it were a TV series. Thousands have posted their comments, photos and shared the ad with other potential customers – the original in the series has hundreds of thousands of “likes”. Not bad for stuff in a can… https://www.youtube.com/watch?v=G4Sn91t1V4g OK, your turn. Conduct a web search for examples of firms that have successfully employed user-generated content; there are lots of great ones to choose from. If they can do it, so can you! How would you employ user-generated content to promote, brand, and sell the product you are using in your marketing plan? Is mommy blogging for you? Photo contests? How will you create the “buzz” you need to launch your product? Describe your user-generated content plan and why you selected one type of content over another. How will you get your customers to participate? What’s in it for them? Be specific and share at least one example of a firm that has used a similar strategy. Your opening post should be at least 350 words and feel free to include photos and samples of the content. As always, college-level writing and grammar are expected. In your responses, critique the examples your classmates have selected and added your ideas for the product or brand. For more information on Doritos read this: https://en.wikipedia.org/wiki/Doritos

1. What does professional dress mean in the profession you are interested in pursuing upon graduation? How does professional dress add to the credibility of a salesperson? 2. Much of business ethics is focused on the seller’s side. However, what are the expectations that business has of buyers acting ethically? How does the phrase, “The customer is always right” impact this relationship? What can sellers do to foster ethical relationships with their customers? For more information on Sales Person read this: https://en.wikipedia.org/w/index.php?search=Sales+Person&title=Special%3ASearch&go=Go&ns0=1

Use Wufoo to develop an input form using some of the key fields from your project website redesign for marketing) . Copy (or take a screenshot of) the design and paste it into Word document with a title page. Provide the resulting URL as well. Criteria: Design incorporates good choice of colors, text, font, arrangement, and evidence of possible navigation (as in a “submit” button).

Discuss the role of marketing channels in supply chains. For each of the following products, list and explain two factors that would determine the distribution channel: bananas, laser pointers, and shoes. How are these products similar to or different from the current market channel and related intermediaries from other products or services? Why did wholesalers come into existence? What is the future of wholesalers and retailers? What are the target markets of retailers and wholesalers? How does this affect marketing decisions? How do retailers and wholesalers reach their target markets?

Collect two different advertisements (Note that these two ads must be different from those in Assignment #2). Describe the primary market for the products and the type of person who would (in your opinion) typically buy them. Explain what information from self-concepts or personality or lifestyle you used to make your evaluation. Attach your ads in the Appendix at the end of the paper. 

What are some of the differences between demand influences and supply influences on our pricing decisions? After reviewing this week’s resources and your research, consider the challenges marketers face as they seek to balance supply and demand.  Increased prices typically result in lower demand and vice versa.  However, this is not always the case.  Identify a product in which a price increase or decrease resulted in the opposite demand and explain the factors why.  300 words

Write your New Product Launch Plan To complete this written assignment you will need to have open the Music2Go Player’s Manual, your Situation Analysis and Marketing Plan created earlier in the course, and be logged into your Music2Go company (log in through the Smartsims website). The prescribed textbook may also be helpful. Your New Product Launch Plan should be one-two pages in length. Write your New Product Launch Plan by answering the following questions: Target Market: Which target Market Segment (Sports or Youth) will you pursue with your new MP3 Player and why did you select this Market Segment? Sales: What are your Sales Forecast in units for the new product in its first year? Explain how you arrived at this forecast. Pricing: What will be the Retail Price of your new product and what information did you use to decide on this?Advertising: Describe the Advertising Mix that you will use for your new product (i.e. how you will split your advertising spend across the four different media types). Justify why this is appropriate (hint: see Market Information Report).Distribution: What will be your Retail Margin for the new product and why is this appropriate?Forecast Results: What is your Product Contribution forecast for this new product in its first year?Marketing Strategy: How does the strategy for this new product fit with your Marketing Plan? Do you have any areas of uncertainty that may affect the success of the product launch?