...1. Explain the use of SMART goals in a Marketing Communications Plan. Provide an example of a SMART goal. The SMART concept is a test or filter which you can use to assess the quality of measures. When setting future objectives for marketing such as in a marketing plan it’s useful to look hard at each measure and ask Specific – The goal is focusing on one precise area Measurable – The progress of the goal can be quantified in some way Attainable – The goal should be reachable for your level of skill Realistic – The goal can reasonably be achieved given your resources Time-Bound - There is a specific amount of time in which results should be achieved 2. Explain how Marketing Communications is different from Marketing. What is Integrated Marketing Communications? Marketing is a broad organizational function that encompasses: price, product, place and promotion. Marketing Communication is the way to explain these parts of marketing. 3. What are the three ways to determine a marketing communications budget? Explain each method. The three different ways to determine a marketing communications budget: percentage-of-sales, competitive parity, and objective-and-task methods. 4. Explain the six steps in the Hierarchy of Effects Model. The six steps are as follows: Awareness The customer becomes aware of the product through advertising...
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...Case Context via “5Cs” framework Company: Cottle-Taylor is an established company started in 1815. By 2009 they had a strong product portfolio of over 200 oral care, personal, care, and home care products. In 2009 nearly 50% of the company’s revenue came from emerging markets. Cottle-Taylor conducts its India operations through a subsidiary called Cottle India. The India operations are focused on oral care, which includes toothpaste, tooth powder and dental floss. Focus area for this case is the toothbrush market. Cottle is the market leader (46% market share) in toothbrush market in India. It is perceived as a trusted & quality brand because of its association with IDA (Indian Dental Association). Cottle India is adequately supported by the parent company and follows a decentralized approach for India market strategy. For new markets Cottle’s general approach is to enter market with basic models and competitive prices, and gradually shift the focus to high-margin products. In India Cottle’s most successful toothbrush brand is Complete (accounted for 67% of Cottle’s total unit sales in 2009), which is also the lowest-priced toothbrush for adults. Competitor: Hinda-Daltan & SarIndia are two distant competitors with 21% and 11% market share respectively. The remaining share of toothbrush market is composed of low-quality, low-priced products imported from China and Vietnam. Cottle has a competitive advantage in toothbrush industry due to its manufacturing excellence...
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... | PRINCIPLES OF MARKETING BA003IU 1. COURSE STAFF Lecturer: Nguyen Thi Huong Giang Room: A207 E-mail: giangnth@hcmiu.edu.vn (preferred contact method) Consultation Hours: Anytime with appointment, from Monday to Thursday All students are advised to make appointment in advance. 2. COURSE INFORMATION 2.1 Teaching times and Locations Lecture: 8am-11am Monday Venue: L102 2.2 Units of Credit This course is worth 3 credits. 3. COURSE DESCRIPTION: National markets are now in a period characterised by ‘exchange relationships’ where the principal focus is on sets of integrated activities geared to serve the interests of the customer first. The role of the marketer, therefore, is to facilitate exchange transactions in an increasingly challenging environment. This justifies the development of an understanding of the micro and macro dimensions of the wider environment as the participant works through the learning activities of this course. Marketers are expected to be receptive to shifts in customer preferences, attitudes, and loyalties to a brand or a product. There is equally a genuine interest in the capacity of markets (consumers) to engage or respond to demand for innovation in product or service characteristics. At the same time developing a coherent marketing plan depends upon a range of skills, insights, and methodologies, but the focus of your...
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...Ideasaurus 15 Facebook Custom Audience Integrated Marketing Communications 15 Facebook Custom Audience Integrated Marketing Communications Executive Summary Project Purpose Facebook’s Custom Audience is one of today’s fastest growing marketing solutions. Ideasaurus’ goal is to increase the awareness and consideration of Facebook’s Custom Audiences with B2C (Business to Consumer) marketing decision makers as well as increase the awareness of the Custom Audience product and encourage B2C marketers to consider utilizing Custom Audiences at their company.The underlying value of Facebook’s Custom Audiences is that it allows marketers the ability to conduct ethical advertising using their own databases while maximizing ROI on their social media advertising budget. With many small to mid size companies, social media advertising was never a real option with very little reliable data to understand if the investments in Facebook’s advertising features capture the consumers and move them from the consideration phase to the buying phase. Businesses can reach their current consumers on a larger scale and understand them at a deeper level by being able to build consumer profiles to better market to them, and turn generating more exponential growth for the company. Researching the most beneficial Integrated Marketing Communication channels was critical for Ideasaurus’ plan to execute the a marketing plan for either a small to midmarket business. Ideasaurus’ IMC channels...
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...PRINCIPLES OF MARKETING BA003IU 1. COURSE STAFF Lecturer: Nguyen Thi Hong An, MBA Room: A205 E-mail: nthan@hcmiu.edu.vn Consultation Hours: Anytime with an appointment All students are advised to make appointment in advance. 2. COURSE INFORMATION 2.1 Teaching times and Locations Lecture: Venue: 2.2 Units of Credit This course is worth 3 credits. 8am-11am Saturday L102 3. COURSE DESCRIPTION: Principles of Marketing is a course designed to introduce fundamental marketing concepts, theories and analytical tools to managers working in today's highly competitive and complex business environment. At the end of the semester, students should be able to identify and explain the important concepts in marketing. Moreover, students will also be prepared to study more advanced issues in marketing in the following semesters. The course covers a diverse range of marketing topics including marketing strategy and planning, the marketing environment and how to monitor it, consumer and organisational behaviour, marketing research, market segmentation and development of target markets, new product development, pricing, distribution, promotion and international marketing. 4. COURSE OBJECTIVES: On successful completion of this course, the student will be able to: • • Recognize the roles of marketing in business activities Understand basic marketing concepts such as customer behavior, segmentation, marketing research, marketing mix, etc and the principles used in developing marketing programs in...
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...MKTG 201– Principles of Marketing Spring 2014 Instructor | Shoaib Ul-Haq | Room No. | 4th floor, 440, SDSB Building | Office Hours | By appointment | Email | shoaib.haq@lums.edu.pk (the preferred method of contact) | Telephone Extension | 5226 | Secretary/TA | Secretary: Ms. Nabeela | TA Office Hours | | Course URL (if any) | LMS | Course Basics | Credit Hours | 4 | Lecture(s) | Nbr of Lec(s) Per Week | 2 | Duration | 1 hour 50 minutes each | Recitation/Lab (per week) | Nbr of Lec(s) Per Week | N/A | Duration | N/A | Tutorial (per week) | Nbr of Lec(s) Per Week | N/A | Duration | N/A | Course Distribution | Core | | Elective | Yes | Open for Student Category | Seniors, Juniors, Sophomores, Freshmen | Close for Student Category | | Course Description | Marketing helps in meeting the local and global challenges facing different organizations throughout the world. This course introduces, to the students, the fundamentals of marketing such as key concepts, theories, and applications along with emerging marketing trends which are an integral part of managing profitable customer relationships and are essential to any successful organization. The goal of every marketer is to create more value for both internal and external customers. This course will enhance students’ knowledge and problem solving abilities towards Marketing related issues using customer-centric approach. | Course Prerequisite(s) | None | Course...
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...and Code: MKT 248/1 – Introduction to Marketing 2. Day, Time, Semester: Thursday, 18:30, Fall 2010 3. Instructor: Gorjan Lazarov, EMBA, Katz Business School, University of Pittsburgh 4. Contact: E-mail: gorjan.lazarov@aauni.edu 5. Office hours: Thursday, 17:30 – 18:30 6. Prerequisites: MTH 111 7. Credits: 3 8. Workload For An Average Student (weekly): |Lecture |3 hours | |Homework | | |Project |3 hours | |Reading (quizzes and tests) |3 hours | |Other assignments |2 hours | 9. Course Description: This is an examination of the overall marketing system from the marketing decision-maker’s viewpoint. The course emphasizes product, price, promotion, and distribution as well as planning, research, and organization required to implement marketing concepts. We examine marketing of consumers and industrial products and services, profit and nonprofit marketing institutions, and public and private...
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...AMERICAN INTERNATIONAL UNIVERSITY-BANGLADESH Faculty of Business Administration Department of Management BBA Program COURSE OUTLINE Term : Summer 2014-2015 I. Course Code and Title :BBA 1101– Introduction to Business II. Credit : 3 Credit hours III. Course Faculty :Stanley Rodrick Assistant Professor, Department of Marketing Faculty of Business Administration Faculty Room, Level# 3, Campus# 1, AIUB Email: stanley@aiub.edu Telephone: 8820865, 9890804, 9894641 Ext: 532 Section | Day | Time | Room | A1 | Sunday & Tuesday | 10:00 am – 12:00 pm | 121 | A8 | Monday & Wednesday | 12:00 pm – 02:00 pm | 521 | Vision AMERICAN INTERNATIONAL UNIVERSITY-BANGLADESH (AIUB) envisions promoting professionals and excellent leadership catering to the technological progress and development needs of the country. Mission AMERICAN INTERNATIONAL UNIVERSITY-BANGLADESH (AIUB) is committed to provide quality and excellent computer-based academic programs responsive to the emerging challenges of the time. It is dedicated to nurture and produce competent world class professional imbued with strong sense of ethical values ready to face the competitive world of arts, business, science, social science and technology. Course Description The lesson has been prepared to provide students a revelation of the different forms of business activities. It covers up the thought of business, ideas, social responsibilities, moral values, structure...
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...MIT SCHOOL OF BUSINESS 31st Batch I Semester Mid Term Examination Time Table Sr.No. 1 2 3 4 5 Subject Accounting For Managers Human Dynamics Marketing Management Managerial Economics Statistics & Research Methodology Time 10.00am to 11.00am 12.30pm to 01.30pm 03.00pm to 04.00pm 10.00am to 11.00am 03.00pm to 04.00pm Day Tuesday Tuesday Tuesday Wednesday Wednesday Date 15/10/2013 15/10/2013 15/10/2013 16/10/2013 16/10/2013 Prof. (Gp.Capt.) Suhas Jagdale Head Academic Program MIT School of Business 31st Batch Sem I Mid Term Examination Seating Plan Sr. No. 1 Subject Accounting for Managers Div. A Roll No. 311101 to 311118 313119 to 311145 311146 to 311154 304107, 302123, 301415, 301453, 301460, 301525 314201 to 312211 Date 15/10/2013 Time 10.00am to 11.00am Day Tuesday Room No. 201 202 Total 18 24 A and B 203 24 B 313213 to 312246 313247 to 311254 303140, 301151, 301156, 301157, 301545 313301 to 312311 204 33 B and C 207 24 C C and D 313312 to 311337 311338 to 314354 311402 to 312410 208 209 24 24 D D and E 314411 to 313435 311436 to 311454 301141, 302343, 303523 311501 to 312511 303 304 24 33 E 313512 to 312537 402 24 MIT School of Business 31st Batch Sem I Mid Term Examination Seating Plan Sr. No. Subject Div. E and F Roll No. 311538 to 313554 303547 311601 to 313608 311609 to 312642 312643 to 312654 Date Time Day Room No. 403 Total 24 F 404 502 33 12 2 Human...
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...Question 1: What are the key marketing challenges facing Guari Nanda? How would you prioritize them in terms of which are most crucial to effectively bringing her new product to the market? (Answers listed in order or priority) Product positioning Nanda already has media/consumer interest, which should help her find interested partners for bringing the product to market, but she needs to first decide how to position her product in the market. Is Clocky a “Fun” product or a “Need” product? If Clocky is positioned as a fun/cute product, she needs to be careful to avoid turning the product into a fad or having price points so high they could alienate potential customers. If she positions Clocky as a Need product, she may raise consumer expectations, and would have to shift some of her limited resources to making sure Clocky was able to consistently deliver on its promise as a more effective alarm clock. By first deciding how to position the product in the market, Nanda can then decide on the most appropriate way to distribute, manufacture and market Clocky. It is also important to note that targeting either of the Fun or Need segment would not preclude her from selling to the other segment as well. Distribution: Choosing a distribution partner was important for Nanda because it would determine how the product would be delivered to the market and could have the greatest effect on relieving her financial pressure. A mid- to large-size distributor (such as Target or Wal-Mart)...
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...Early 2013 Retail Sales Observations The 4 Consumer Headwinds of Jan / Feb. Will Sequester Fester Through 2013? Fiscal Cliff Drag. Marketing Compensation? Updated 3.11.13 The 4 Consumer Headwinds of Q 2013 1. Social Security tax hike. 2. Increased healthcare costs. 3. Big increases in gas prices. 4. Tax refunds delayed. 2% Social Security Tax Hike = Smaller Paycheck With new Federal tax structure, how much less is in someone's pocket? Annual Salary # of Paychecks Old Social Security Tax New Social Security Tax Difference Per Paycheck Annual Difference 24 $25,000 $35,000 $45,000 $55,000 $65,000 $75,000 $1,042 $1,458 $1,875 $2,292 $2,708 $3,125 4.2% $43.75 $61.25 $78.75 $96.25 $113.75 $131.25 6.2% $64.58 $90.42 $116.25 $142.08 $167.92 $193.75 -$20.83 -$29.17 -$37.50 -$45.83 -$54.17 -$62.50 -$500 -$700 -$900 -$1,100 -$1,300 -$1,500 Source: Monthly Consumer Survey, Na6onal Retail Federa6on, February 13, 2013 Increased Healthcare Costs = Smaller Paycheck Total Plan Premium Costs 2013 (Projected) 2012 2011 2010 2009 2008 2007 Percentage Increase 6.3% 4.9% 8.5% 6.2% 5.0% 5.3% 5.3% Average Cost Per Employee $11,188 $10,522 $10,034 $92,456 $8,703 $8,290 $7,874 Average Employee Premium Cost $2,385 $2,204 $2,090 $1,927 $1,797 $1,691 $1,567 Average Employee Out-ofPocket Cost $2,429 $2,200 $2,072 $1,761 $1,580 $1,508 $1,364 ...
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...MRKTNG 4650, Spring 2014 Mid-Term Exam Guide Exam date/time/location: Wednesday, October 8, 12:30 to 1:45 p.m., Room 131 The exam will be closed book. It will involve (1) questions requiring short-length answers based on my lectures and class discussions and (2) multiple-choice questions & true/forth questions. Enclosed are some sample questions. These are provided merely to give some idea of what you can expect on the exam; they are not comprehensive in their coverage. On October 6 (Monday), during our regular class time, we will have a workshop-style exam review. Office hours for help on the day of the exam: I will be available on the day of the exam (October 8) 11: 00 a.m. to 12:20 am at my office (437 Cornell Hall) Mid-Term Exam Syllabus Lecture Topics: 1. Chapter 1: traditional marketing vs. Internet marketing, web 2.0 & 3.0, Cloud-computing Internet marketing paradigm and drivers of Internet marketing 2. Chapter 2: the supply chain, the value chain, virtual value chain 3. Chapter 3: business model, the value proposition * Do we need to know the specific types of business models: ex: brokerage, etc. * Yes 4. Chapter 4: direct marketing strategies, critical strategy elements, the front end vs. the back end, customer lifetime value: * Do we need to know the CLV equation and how to solve * Nope...
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...Management Course: Master of Business Administration Subject: Entrepreneurial Business and Planning Lecturer: Mike Turner Business Plan Submitted by: Shorya Dhameja 16431179 Date of Submission: 26th November, 2011 Mid Town Cafe Business Plan . Table of Contents 1. Business overview...................................................................................4 2. Product/Services..........................................................................................................6 3. Business structure and management...........................................................................8 4. Market analysis...........................................................................................................9 5. Competition...............................................................................................................12 6. Marketing Strategy....................................................................................................14 7. Finances.....................................................................................................................16 8. Action Plan................................................................................................................18 9. References...
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...1 5. A SWOT analysis 1 6. Marketing objectives of the company 200 3 7. Segmentation of the company’s target markets and customers 4 7. Target market 270 6 8. Marketing mix strategy including 6 8.2 Price strategies 7 8.3 Place strategies 7 8.4 Promotion strategies 8 9. Implementation and evaluation charts 8 10. Control and evaluation 8 11. Conclusion 8 12. References: 9 1 Executive summary 300 2. Introduction 2.1 background of Swiss Company 200 2.1 Product description 200 2.3 Report outline 230 The main aim of this report is to provide the marketing research and marketing strategies for Swiss company’s products. In evaluating the marketing feasibility of the products in Swiss, the main company and products description will be provided in the report. Furthermore, the related company details such as the existing corporate vision, mission statement and corporate goals of the company will be presented in the report. After that, the specific environmental analysis of the industry in terms of the political, economic, cultural, technological, environmental and legal environments governing the country and a competitive audit will be discussed for entering into the market by Swiss. What is more, the SWOT analysis will be discussed in order to identify the internal and strengths and weakness, as well as external opportunities and threats of the business. The marketing objective by Swiss company in terms of profits, marketing, positioning, and products design...
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...marketing 337 principles of marketing ------------------------------------------------- spring 2012 ------------------------------------------------- Class: MKT 337 04840 Time: TTH 8:00-9:15 am Location: GSB 5.142A Professor: Jae-Eun Namkoong E-mail: jae-eun.namkoong@phd.mccombs.utexas.edu Office: CBA 5.334J Office Hours: TTH 9:30-10:30 Textbook and Articles (Both are Required) * Marketing, 10th Edition; by Kerin, Hartley, Berkowitz, and Rudelius; published by Irwin/McGraw Hill (ISBN = 978-0-07-352993-6). Do not try to get by with the 9th edition. A copy of the 10th edition is on reserve in the Perry-Castañeda Library. There is also the e-Textbook option (http://www.coursesmart.com/). * Articles for class discussions are available on Blackboard: http://courses.utexas.edu. Course Objectives This course is designed to introduce business students to the fundamental aspects of marketing: how firms discover and translate customers’ needs and wants into strategies for providing products and services. For students majoring in marketing, this course is intended to provide you with a foundation on which to build subsequent marketing courses and work experience. For students majoring in other business disciplines, this course is intended to help you understand the objectives of marketers with whom you will interact professionally. For all students, the course is intended to enhance your appreciation of the different marketing activities that...
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