Marketing

Your small marketing consulting firm was recently hired by Costa’s Customs. Costa’s Customs is a clothing retail company considering a complete rebranding, as their current reputation is dated and no longer appealing to desired market segments. In the past, Costa’s Customs experimented with digital marketing initiatives but the campaign had been poorly thought out and poorly implemented. The previous campaign had very little engagement and was a failure that turned management off from online marketing channels completely. Costa’s Customs’ current marketing strategy ignores all forms of digital marketing. They’ve come to your company for advice and recommendations for improving their marketing efforts. Your administrator has put together some preliminary research on Costa’s Customs’ background for you to look over. Click on the link below and read through it in order to familiarize yourself with the business. Costa’s Customs’ Company Profile Your administrator lets you know that Costa’s goals are to grow online clothing sales by 50% within 6 months and traffic to their website’s blog by 100% in 18 months. Instructions In your first weeks of reviewing Google Analytics for the company’s website, you have noticed that the website gets very little in the way of search engine traffic. You approach your administrator with this information, and she has asked you for a report detailingSummarize organic and paid-search-engine-related marketing and includes an analysis of the strengths and weaknesses of each method, focusing on the Google search engine. Introduce the topics of paid and organic search through an executive summary focused on the historical context and current best practices. Hypothesize how both paid and organic searches could be used by Costa’s and what results might happen if campaigns were created. Create your own sample Adwords text ad and meta title and description for a page showing in organic search with a justification for the creative direction of each. Adwords title limit is 30 characters and 80 characters for the description. The search result limit is 60 characters for title and 160 characters for the description. All of these character limits include spaces. Paid and organic search example Conclude your report. Why is it important to pursue both paid and organic search campaigns? How are each approach differ in terms of the speed at which they work and costs short and long-term?

We’ve all heard the cliché that “nice guys finish last.” Is this true in marketing? Do firms that use good ethical practices have an advantage or disadvantage? Do you think consumers will pay a few cents more for non-polluting soap or environmentally friendly food products? Even popular movies have raised this question. In the film, “Heaven Can Wait,” Warren Beatty plays Joe Pendleton, a former NFL quarterback who came back to life as a CEO after a fatal accident. Joe tells his executives that he wants his company to be the “good guy tuna company.” Joe believed his customers would pay a little more to not kill dolphins. This sounds good in the movies, but is it true in real life? How about you and your family? For this week’s discussion, select a company that you believe has exceptionally good, or bad, ethical practices. Begin by describing the actions or activities that you believe demonstrate why you selected them. Be very specific so that we are clear on why the firm does, or does not, demonstrate good corporate social responsibility. In your discussion, include if you believe they are at an advantage or disadvantage due to these activities, and why. You should also select at least one of Saint Leo’s core values and describe why the firm either does or does not, demonstrate that value. Use specific examples to support your opinions. Don’t forget to include your personal experiences with the company and with our core values. Please type the name of your firm in the title of your post (e.g., TOM’S SHOES) so your classmates can easily see it. Any firm can only be used ONCE – first come, first served! Your opening post should be no less than 350 words, free from spelling and grammar errors and college-level writing is expected. If you use sources be sure you cite them.

Write your New Product Launch Review by answering the following questions (hint: see Product Contribution Report, Some Product Details Report, and Industry Benchmark Report): How many units of your new MP3 Player did you sell? How did this differ from your Sales Forecast in your New Product Launch Plan? How does this compare to the other products in this market segment? What was the Awareness index for your new MP3 Player? How does this compare to the other products in this market segment? What was the Product Contribution for your new product? With reasons, explain whether your Pricing Strategy for your new MP3 Player was successful. How did your competitor’s prices impact your success? Do you believe your New Product Launch went to plan? Why or why not? What would you have done differently? What will you change about the strategy of your new product going forward?

In a short post, respond to both questions below regarding production and distribution. ? including personal experience? What channels do you watch/remember watching on cable or broadcast television? Do you associate them with particular kinds of content? Particular times of the day? Particular forms of advertising? Why do you think that is? What’s the last thing you watched on cable/broadcast (this can include sports)? (If you can’t remember, try a show you’re familiar with. A lot of your Netflix faves that aren’t branded Netflix Originals are broadcast/cable shows!) Do some quick research and see if you can locate Nielsen ratings for that show or a show like it. Share that rating information, and describe what it means briefly. (Does it specify a demographic? Ratings or share?) Do you know/remember how many of your friends/coworkers/family members are familiar with or watched this? Do you think the ratings reflect that?

The following are the five major research priorities of the Marketing Science Institute:  1. Delivering Customer Value 2. The Evolving tech of Martech and Advertising  3. Tools for capturing information to fuel growth 4. The rise of Omnichannel Promotion and Distribution  5. Organizing for Marketing Agility Choose one of the sections, review the MSI document and locate five peer-reviewed articles related to one of the subtopics in the area (listed as 1.1., 1.2  or 2.1 2.2, etc…) that answers the following question(s): “What is the current state of research in this particular sub-area? What are the major themes that researchers are finding in these areas and what specifically do they recommend to explore further?”  Formatted according to APA guidelines.

Develop and write an APA formatted 8-10 page paper that explains the following: (1) five important concepts you have learned throughout this eight-week course; (2) identify the two to three concepts you would like to apply to your current or future work setting as a marketing manager and how you will go about implementing them. 1. The influence of culture in consumer behavior. 2. Target market and market segmentation. 3. Brand loyalty 4. Green marketing and ethical issues 5. Effect of online brand community on consumer behavior 8-10 pages APA formatted and 8 references with in-text citations. Abstract and conclusion required

Spend a significant portion of your time researching a company this week. Answer the following questions to the best of your ability: Why does the business exist? What was the reason for getting into business in the first place? What audience does the business serve? What makes it interesting? What makes it different? What problem does it solve? Do you know the business history? What is the history of how the company came to be? Was there a special event or driving force? Where did the first store open? When, and what was it called? How has it grown?  Who are your main characters? Who founded the company, and why did they found it? What was happening in the world at that time? What inspired them? What sort of struggles did they face? What is your company mission? What is its purpose? What are the goals? Who wrote your company mission, and how did they write it? The company mission is critical here. If it is in any way weak or unclear, it will reflect in the story. Can you identify the core brand values? What values does the company hold close? How have these brand values changed over time? What is the philosophy behind your company, and how did that come about? How do the customers feel? What do the customers say about the brand? Why do they buy from you, and what keeps them coming back? TY!!! i have no time to do this you’re a life saver !!!

Homework Assignments and Final Project Students are responsible for one 8-page (double spaced) marketing plan that is due at the end of the course.  It is to be documented in the APA style. www.apastyle.org  The weekly assignments in Week 1-3 are part of the marketing plan.  Students are advised to make changes to their work based on instructor feedback before incorporating it into their final project in Week 4.  Each student will develop their marketing plan for a proposed business or for an existing small business.  Large, regional, and national chains and well-established businesses such as Nike, Home Depot, or Starbucks with NOT be approved for project topics.  A local business in your area will work well for this project, or maybe you have a business idea of your own. This is a perfect opportunity to flesh out your ideas and write a marketing plan for your own proposed business.    Assignment 1:  By the end of Week1, submit a one-page (double-spaced) introduction to your marketing plan.  The introduction should briefly describe the company including the location(s), product/service offered, key information, and a very brief background.  Avoid using first-person voice if writing about your own proposed business.  This will be the first page of your marketing plan, so make it good! Assignment 2:  By the end of Week 2, turn in the following portions of your marketing plan (these should be in a single document with four different section headings): Mission Statement (1-3 sentences long) TOWS Analysis (This is a table.  Refer to the example given in the assignment instructions.) Marketing Objectives (Three to five S.M.A.R.T. marketing objectives.  Specific, measurable, achievable, relevant, time-bound.) Target Market (Fully describe the target market(s) in terms of geographic, demographic, behavioral, and psychographic variables. This should be one paragraph in length for each of the target segments.) Also by the end of Week 2, make an appointment with the Writing Center for the last half of Week 4.  Include the date and time of your appointment on the title page of your Week 2 homework assignment.   Assignment 3:  By the end of Week 3, submit the following sections of your marketing plan:   Positioning Strategy (How does/will the company attempt to position itself in the minds of the target market as distinct from, and better than, what competitors have to offer?) Product/Service Tactics (Refer to Chapters 10-12 for what to discuss in this section.) Place (distribution) Tactics (Refer to Chapters 13 and 14 for what to discuss in this section.) Final Project:  By the end of week 4, submit your complete marketing plan. You have composed parts of the plan through your weekly assignments. Now it’s time to complete the remaining sections of the marketing mix and add a conclusion, title page, and References page.  The body of your document (not counting the title page, references, and appendix) may not exceed eight double-spaced pages.  The title page should include the name of the reviewer from the Writing Center and the time/date that your meeting took place. The components required to be in your plan are shown below. Marketing Plan Components Title Page Introduction (brief intro to the company – no more than one page) Mission Statement (1-3 sentences long) TOWS Analysis (This is an internal and external situation analysis presented with corresponding strategy options in a table as shown in the example.)  Marketing Objectives (These need to be ‘S.M.A.R.T. objectives’ with each objective meeting the five elements of the SMART acronym. Google this term if you don’t know what it means.) Target Market (Write a one-paragraph descriptive profile of each target segment). Positioning Strategy (How does the company want to position itself in the minds of the target market as distinct from, and better than, what competitors have to offer?) Marketing Mix:  ·         Product/Service Mix (see topics in Chapters 10-12) ·         Place Mix (see chapters 13-14) ·         Promotion Mix (see chapters 15-18) ·         Price Mix (see Chapter 19) Conclusion (one paragraph wrap-up and call to action) References (APA format. Remember to cite any interviews you conduct with company owners or staff.)  Remember that in-text (parenthetical) citations are required in the body of your paper if you use sourced information or quotes!

‘There is no product loyalty that a 10 pence promotion cannot break.’  Required: How far would you agree with the above statement?  In your answer show how loyalty to any product, whatever it be, can or cannot be broken by a cleverly designed price promotion. Illustrate your answer with examples. My own notes Keywords, theories to define-  What is customer value? Cost and worth Cost-based pricing Competitor-based pricing Price elasticity of demand Factor’s affecting customer’s sensitivity to price Buyer’s perceptions and preferences (Unique Value effect, Price-quality effect) Buyer’s awareness and attitude towards alternatives (substitute awareness effect, difficult comparison effect, sunk investment effect) Buyers ability to pay (Total expenditure effect, end benefit effect, shared-cost effect, inventory effect) Social objectives Technology facilitates Differential pricing (airlines, taxi-hailing apps) Ethical concerns over differential pricing Firms: Global adjustments in pricing Pricing by perceived value

Motivation is the inward drive we have to get what we need. In the mid-1900s, Abraham Maslow, an American psychologist, developed the hierarchy of needs shown in Figure 3.4. 1. Select two advertisements and describe the needs identified by Abraham Maslow that each ad addresses. 2. Analyze the advertisement using the concepts of marketing and consumer segmentation, and discuss how it aligns with the organization’s mission. 3. Find an international version of an advertisement for one of the products. 4. What differences do you detect in the international version of the ad? How did the underlying aspects of marketing and psychology utilized in the advertisement change? Note: Please review my expectations for the assignment. I expect your response to include 2 or more references from the APUS Library system (failure to include such references will detract from your grade on the assignment) and be presented in APA Format. Deliverable length is a minimum of 2 body pages