Questions And Topics We Can Help You To Answer

For this assignment I would like you to write a critique of a company’s marketing campaign. You can pick any company you would like by investigating (1) the Encyclopedia of Major Marketing Campaigns and (2) the Encyclopedia of Global Brands.  Choose a company that is represented in both texts, (e.g. Chipotle, BMW, Samsung) then write a critique of their current marketing campaign, within the last 5 years. 


Critique your company’s strategy.

What did they do well?

What didn’t they do well?

What would you have done differently?

Was this marketing campaign/plan successful? Why or why not?

BE CRITICAL!

This paper is to be no more than 4 pages, double spaced, 12 point font.

Questions and Topics We Can Help You To Answer 

Which form of learning (i.e., classical conditioning, instrumental conditioning, observational learning, or cognitive learning) best explains the following consumption behaviors: (a) buying a six-pack of Gatorade water, (b) preferring to purchase jeans at a Gap Store, (c) buying a digital camera for the first time, (d) buying a new car, and (e) switching from one cell phone service to another? Explain your choices.

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The effects of social media in the development of smes

Questions and Topics We Can Help You To Answer 

1. Which form of learning (i.e., classical conditioning, instrumental conditioning, observational learning, or cognitive learning) best explains the following consumption behaviors: (a) buying a six-pack of Gatorade water, (b) preferring to purchase jeans at a Gap Store, (c) buying a digital camera for the first time, (d) buying a new car, and (e) switching from one cell phone service to another? Explain your choices.
   
   2.  Explain how the product manager of a breakfast cereal might change consumer attitudes toward the company’s brand by: (a) changing beliefs about the brand; (b) changing beliefs about competing brands; (c) changing the relative evaluation of attributes; and (d) adding an attribute.

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Marketing Communication is an ever-evolving discipline. In this course, you will claim your role as a leader in shaping the ideas and innovations that will continue to advance the field. This will require, at a minimum, that you determine now how you will stay abreast of the changes that have likely taken place in the industry even in the months since you began the MCM program. Again this week, you will identify and read one source of information regarding a current event, trend, or idea in the field of marketing communication. Sources could include, but not limited to, well-established blogs, websites, columns, or articles in credible trade magazines, academic journals, or popular periodical publications.

Action Items
Locate one source of information regarding a current event, trend, or idea in the field of marketing communication.
Read and analyze the source.
Write a one-page, single-spaced paper that includes the following. Complete sentences must be used (bullets not acceptable).  Your paper must be written using a concise writing style. Provide the citation for your resource(s).
a brief summary of the reading
an analysis of how you will personally apply what you learned from the reading to your own role as a marketing communication professional.

Submission Instructions
Upload your business brief using the Submit tool.

Grading Criteria

Summary of the reading: 0 - 15 points
Analysis on how the information will apply to role as a marketing communication professional: 0 -10 points

Questions and Topics We Can Help You To Answer 

I need to explain why and how does sephora uses in store promotions to keep their brand alive. How does in store promotion effect sephora sales and how does it make customers happy or attract them to come back? why is this a good marketing option for them compared to social media? explain every aspect of it in detail with back ups such as articles or statistics.

Topic 1 

When a government wants to increase tax revenue, they will often increase the sales tax on gasoline. Using price elasticity of demand, explain why the tax would be placed on gasoline rather than, say, yachts. What might be the long run effect of raising the price of gas? In other words, who is harmed by the tax? Who benefits from such a tax? Are low-income households disproportionately harmed as compared to high-income households? Why or why not? 

Topic 2

Your decision to pursue a higher-level degree is based on investment in human capital. What are the marginal costs and benefits of pursuing additional education and the inherent risks associated with this decision?

Questions and Topics We Can Help You To Answer

On January 24, 2012, Rick Wion, director of social media for the McDonald’s Corporation (McDonald’s) was challenged by a series of events. A week earlier, McDonald’s had launched a large public relations campaign using the Twitter hash tag “#MeetTheFarmers” to promote connections with family farms and local suppliers. In order to maximize the Twitter Promoted Trends expenditure (a service Twitter offered to display trending hash tags on its homepage), Wion’s team switched the hash tag halfway through the day from “#MeetTheFarmers” to “#McDStories,” creating an opportunity for the public to share their own positive McDonald’s stories online. 

However, within the first hour of switching the hash tag, Wion and his team quickly realized that numerous detractors had hijacked it to express negative comments towards McDonald’s. In an attempt to change the course of the campaign, the hash tag was changed back to “#MeetTheFarmers,” thereby successfully reducing the number of negative comments and discussions.

However, a few days later, the media started to run negative coverage of the “#McDStories” hash tag. With mocking headlines and articles providing screenshots of the negative tweets, very few of the media articles contained any statistics that explained or put proper context behind the situation. Moving forward, Wion needed to devise a better strategy for McDonald’s social media campaigns, while also preventing potential fallouts that could occur with the media by encouraging better media relations and ultimately more accurate reporting. 

This case is intended to fulfill the following teaching objectives:
 

To place students directly into a decision making role in a major organization.
To recognize the potential for negative consequences when using social media.
To evaluate how an organization can develop a positive relationship with the media.
To devise a strategy for McDonald’s to utilize in developing future social media campaign
As you prepare your case study analysis, please adhere to the following guidelines: 

Read the case study through without stopping to analyze it. Do this to get a basic understanding of what happened, who was involved and the general problems.
Read it a second time to identify the key elements including what happened; the sequence of events; who was involved; any significant relationships; the facts and problems.
With an understanding of what you have been asked to do (i.e. the assignment question), re-read the case study, this time clarifying the key issues and identifying the problems that need to be solved. Remember, case studies are written so that you can propose solutions. As with real-life situations, there is usually more than one way to solve any problem.
Integrate the problems using the theories and concepts that you come to understand from your readings. Do not just simply describe the problems or theories. If you need to make assumptions to fill in any gaps that are not provided in the case study, you will need to explain your reasoning.
Consider a range of possible solutions to the problems. Evaluate the problems by giving your opinion or some expert's opinions, by considering the advantages and disadvantages of each solution. Justify your choices.
Your response to the case study does not need to be in the form of a report. It can be numbered, following the numbering sequence used in the questions section.
As you write up a response to a case study, you may like to think about, and try to answer a range of questions:

What is this case study about in general?
What specific issues are associated with it?
What do I already know about these issues?
How do they link with the theories we have studied?
What alternative approaches to dealing with the issues would be appropriate?
If an alternative approach were used, what impact might it have?
Your response should include answering the questions listed below: 

What are the potential advantages and disadvantages for an organization when using social media?
Who are the different audiences McDonald’s needs to address when using social media campaigns 
and why?
How can Wion and his team better design future Twitter campaigns for McDonald’s?
Using the communication plan template below, devise a strategy for Wion to encourage
 better media relations and more accurate reporting.
Communication Plan Template

Timing – What date should be used?
Audience – Who should receive it?
Sender – Who will send it?
Key message – What are the main points and themes?
Desired outcome – What behaviors are desired?
Medium – What communication channels will be used?
Materials – What should we leave behind?
Frequency – How often should we send messages?

Questions and Topics We Can Help You To Answer

Two Vehicles : Tesla Model S and Chevrolet Volt 

Present a report on the fuel and power train aspects of the two vehicles. Write about specifications, features, novel design decisions, novel manufacturing issues, important considerations in the operation and “retirement/recycling” phases of the vehicle’s life and other things you consider interesting (related to the fuel or power train). 

I am not so interested in things like the leather upholstery, or the mahogany dash trim, or the Krell audio system.  However if any of these or similar issues relate in some way to fuel or power train, feel free to discuss them.

then compare the two vehicles and finish up by assessing which should be more successful in the marketplace, and which might be better for the environment.

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Answer each question in a paragraph using the attached chapters.

Chapter 13:

Explain customer service’s business impact.



Chapter 14:

Explain how businesses measure website effectiveness (3 different ways).



Chapter 16:

What are the Strategic Drivers of Mobile Marketing? Explain each of them.

The key to developing an effective sales force, if you had to pick one over the other, is most definitely selection. Selection is the key to developing an effective sales force over and above training.  The concepts involved with sales are mostly the same across different industries.  While the technical aspects of the particular industry will vary among different sales jobs, this can be taught easily.  This is especially true because most often times sales people will have technical sales support technicians to accompany them to customer meetings to help relay information that they are not 100% up to speed with.  An effective sales person involves life skills that cannot be taught to anyone in a reasonable amount of time and which also require the right positive attitude to adopt.  If a sales person that already has these skills is selected, the company simply has to teach the technical data specific to the sales cycle to the individual and then the sales person can begin attempting to close business.  However, if a sales person does not have the proper drive, positive attitude, lack of head trash, presence in the moment, and genuine interest in other people, no amount of technical prowess can replace these skills in terms of sales effectiveness and nor can these skills be taught in an entire lifetime (in some cases).  This is why sales people almost always make more money than their technical counterparts, as they possess life skills that are much more difficult to acquire and elusive in nature for those who do not possess them.  
The Canadian Professional Sales Association cites empathy, focus, responsibility, optimism, and ego-drive as the five most important qualities for success in sales people.  These qualities are not trained into staff, rather, they are selected for ahead of time by hiring managers.  (CPSA, 2016)



    The most critical factor to develop an effective sales force is training.  When a detailed job description is sent to Humane Relations for hiring new sales team members the description will state what type of sales representative the organization needs.  The type could be a manufacture representative, telemarketer or direct sales.  Each type requires a certain amount of customer interaction and requires varying levels of extroverted people and the job description will attract the most desirable candidates for each type of sales but they will all require some level of training to be highly effective.  While some people may possess an extroverted "sales personality" that makes them a natural fit for the career, effective selling is still a skill that must be developed (Joseph, 2016).  Sales positions tend to have a high turn-over of personnel for a wide range of reasons resulting in a serious need for marketing managers to develop pertinent training curriculum that details the administrative tasks that the company requires each representative to complete.  This may include maintaining call logs or tracking costs for travel and promotional materials provided to each potential customer.
    In the days when traveling salesmen went door to door selling directly to consumers many marketing managers concentrated on selecting their sales force based on prior experiences and provided minimal to no training.  This “trial by fire” method of hiring resulted in many sales force people being fired or quitting due to insufficient sales.  The lessons learned from these selection-based practices combined with the information overload potential customers receive from the advanced communication today has forced companies to invest heavily in sales team focused training programs. Today’s customers expect salespeople to have deep product knowledge, add ideas to improve operations, and be efficient and reliable (Kotler and Keller, 2012).  This is especially true for commercial sales of equipment.  Unless customers are searching for spacecraft components or deep sea exploration vehicles, they will have hundreds or thousands of similar products to view from simple keyword searches on the internet.  For a company’s products to standout and be the most desirable, sales representatives must know the detailed aspects of how the item works and all the benefits it has over their competitors’.  They must also be intimately knowledgeable of all the shortcomings compared to competitors’ products.  The sales representatives that have received high quality training and coaching will be able to use their deep product knowledge to identify new applications for their product that will fix or enhance the potential customer’s life at home or increase profits at work.

Questions We Can Help You To Answer

The brand manager for Modern Foods, Inc. is finalizing plans to launch a new version of the company’s fruit juice product. She has decided that the retail price for the product will be $15 per case. The structure of margins in the industry is such that wholesalers earn a margin of 20 percent on sales to retailers, and retailers earn a margin of 30 percent on the retail price. Modern Foods has a policy that requires all products to earn a 40% margin on the price to wholesalers.