Assess the importance of the customer’s perception of quality customer service.

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Assess the importance of the customer’s perception of quality customer service.

Book for course is Customer Service: Skills for Success
Robert W. Lucas, 2019
McGraw-Hill Education

Differentiate between the rational and inquisitive behavioral styles.

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Differentiate between the rational and inquisitive behavioral styles.

Book for course is Customer Service: Skills for Success
Robert W. Lucas, 2019
McGraw-Hill Education

Establish the difference between Social media marketing plan and . What is Social media marketing?

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Social media marketing plan/Social media marketing strategy

Establish the difference between Social media marketing plan/Social media marketing strategy.

You will be required to record your final video presentation about what you have learned in this class and answer the question:

What is Social Media Marketing?

You can be as creative as you wish. The video should not be longer than 3 minutes. Post your video on YouTube as unlisted and provide the link to your professor.

 

Justify why do we intend to reposition the product/ service ? Describe the product/ service and product category the group has chosen.

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Proposal project

Choose a topic for the project and prepare a proposal of two pages and the rest of project.

The proposal can have answer of these questions

Main question in the proposal :

1- Justify why do we intend to reposition the product/ service ?

2- Describe the product/ service and product category the group has chosen the focus on

  • why should we reposition it
  • how we plan to reposition it
  • how the product currently positioned in the consumers minds how the view it how we would like them to view it

 

 

What were the key questions or issues identified in the discussion? What opportunities and challenges were discussed? What recommendations and conclusions can you draw from the discussion?

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Discussion post

Summarize the discussion and post it in the same thread by addressing the following questions.
1. What were the key questions or issues identified in the discussion?
2. What opportunities and challenges were discussed?
3. What recommendations and conclusions can you draw from the discussion?
4. How can we apply the lessons learned from the discussion to our course?
5. What can we use to find further information and ideas about this topic (e.g., websites, articles, books)?

Prepare a statement of purpose outlining your professional goals in pursuing the MS in Logistics & SCM degree and why you would be an ideal candidate for admission into the program.

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Mock interview research

Prepare a statement of purpose outlining your professional goals in pursuing the MS in Logistics & SCM degree and why you would be an ideal candidate for admission into the program.

 

Create an attractive marketing plan for your own personal and/or professional brand, i.e., “Brand You.”

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Final Marketing yourself

Typical marketing plans require marketers to assess their own sets of resources, evaluate the marketplace, determine their target market(s), and then create a set of reasonable objectives (goals) with an accompanying set of appropriate strategies and tactics to reach those objectives.

For this assignment, you will create an attractive marketing plan for your own personal and/or professional brand, i.e., “Brand You.”

 

How do insect growth regulators “fit” each user segment identified in the case? What was learned from Zoëcon’s flea IGR introduction? What was learned from the Strike ROACH ENDER test market?

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Zoecon Case

Zoëcon Corporation: Insect Growth Regulators

  1. How do insect growth regulators “fit” each user segment identified in the case?

CG Table 1. IGR Fit with Alternative User Groups

Product Factor Consumer Segment PCO Segment

Relative Advantage

Short-term

Long-term

Compatibility

Simplicity (of use)

Immediacy of Benefit

Felt Need

What does this analysis tell you about the “fit” of IGRs with the needs of the consumer segment? The PCO segment?

  1. What was learned from Zoëcon’s flea IGR introduction?

What accounted for the seemingly successful introduction of PRECOR (flea IGR) to PCOs, vet clinics, and pet stores, and Strike FLEA ENDER in supermarkets? Was the introduction truly successful? The introduction was profitable, but did PREOCR achieve the company’s objectives for its introduction?

  1. What was learned from the Strike ROACH ENDER test market?

Overall, the test market strategy represents a “typical” introductory program for a consumer packaged good.

Address the following questions:

  • What was the geographic scope of the test?
  • What was the timing and duration of the test?
  • What were the test market objectives?
  • What was the target consumer segment?
  • How was the product positioned?
  • What pricing strategy was used?
  • What was the advertising/trade promotion strategy?
  • What was the distribution strategy?

Use CG Table 2 below to summarize the test market data in terms of initial and repeat purchases.

CG Table 2. Sales Data From The Test Market

GC Table 2. Sales Data From Test Market (Expanded)

 

Data Description

1 Number of HH in 19-city Southern Tier market area

2 Percent HH in 4-city test area

3 Percent insecticides sold in 19-city market area

4 Total cost of test market

5 % of the households in the test market aware of the product

6 % of households tried the product

7 % of trial households repurchased during the test period

8 Average trial households purchased ____ units

9 Average repeat households purchased ____ units

10 % of purchases were aerosol sprays

11 % of purchases were foggers.

12 cases (12/case) of aerosol sprays shipped

13 cases (12/case) of foggers shipped

14 Units per case

Based on these data, what conclusions can you draw about the test market in terms of:

  1. Advertising effectiveness for creating awareness and stimulating trial.
  2. Was the amount of repeat purchase behavior acceptable?
  3. Using trial/repeat purchase data above, estimate profitability of the test market using the tables provided in CG Tables 3, 4, and 5 below.

CG Table 3. Work Sheet for Test Market Unit Contributions

Package Sales Mix (%) Unit Price Unit COGS Unit Contribution

Aerosol _______ _______ _______ _______

Fogger _______ _______ _______ _______

Weighted Avg. Unit Price:_______

Weighted Avg. Unit COGS (Avg. Variable Cost):_______

Weighted Avg. Unit Contribution:_______

CG Table 4. Work Sheet for Test Market Sales and Profit Analysis (Chain Ratio Method)

Trial: ____million HH x ____trial rate x____ units x ___ price/unit = $________

Repeat: ____ trial HH x____ repeat rate x____ units x ___ price/unit = $________

Total Sales = $________

Contribution Margin (%) = $________

Contribution ($) = $________

Less Case Exhibit 6 Expenditures $ ________

Profit/Loss = $ ________

  1. Using the above information and other information in the case, estimate the market share Zoëcon earned from the test market and the required break-even in dollars and market share.

Focus on the “relevant” market. CG Table 5 below will help guide your analysis.

CG Table 5. Market Share Earned In Test Market & Breakeven Market Share

  1. Given in case:

Total market size was $______ million at manufacturers’ prices in 1985.

____% annual market growth rate; therefore

1986 total estimated market size is $______ million.

____% of sales for ant and roach products

____% of total roach sales in 19-city (southern tier) market

____% of households in 19-city market exposed to test market effort

____% of insecticides sold through supermarkets

____% of insecticides sold during the May-October period

____% of insecticides sold in aerosol and fogger form

  1. Estimated market size (market potential) in test cities (based on information in “I” above): ______

III. Estimated earned market share of ant and roach products:______

  1. Break-even in dollars and market share: $_________ Market Share ______%.
  2. What are profit implications of expanding distribution to 19 city consumer market? Use the format in CG Table 6 below to project profits for a 19 city launch.

CG Table 6. Forecasting Sales And Profit Of A 19-City Introduction

  1. Assuming that all test market data would remain the same for expanded distribution, then forecasted sales in the 19 city market composed of 22 million households would

be:

Dollar Sales for Initial Trial: $__________

Dollar Sales for Repeat Purchases: $__________

Total Sales: $__________

  1. Contribution dollars would be:

$ Total Sales (from I) x ____ (contribution %) = $_______________

III. Expenditure levels (Fixed Costs) can be estimated in several ways.

  1. Assuming expenditures are based on a per capita approach and the test market cities contained 5.3% of the household population, then advertising and promotion expenditures for the 19 city market would be, say 20 x $1,016,000 = $20,320,000. More precisely, since $1,016,000 was spent on 5.3 percent of consumers comprising the total 19-city market, the “spend” required for the entire market would be 20 times what was spent in the test market. Algebraically, the expression .053x = $1,016,000 expresses the relationship. The formula is then solved for “x;” x=$1,016,000/.053= $19,169,811. $20,000,000 is a good rough estimate.
  2. Assuming expenditures are based on a per city approach and spending in 4 of 19 cities (test market cities) or about 1/5 of cities for advertising and promotion was $1,016,000, the total spending would be, say 5 x $1,016,000 = $5,080,000. More precisely, the spend would be $1,016,000/4×19 = $4,826,000. $5,000,000 is a good rough estimate.
  3. Assuming Zoëcon adopts the industry “rule of thumb” that $10 million are necessary to launch a new product when consumers were familiar with the brand name (which might be the case since Strike FLEA ENDER was distributed in 19 city market), then spending for advertising and promotion would be $10 million.
  4. Now estimate profits under each expenditure level.

Expenditure level A profits = $ ____________

Expenditure level B profits = $ ____________

Expenditure level C profits = $ ____________

 

What are 5 (five) current industry tools and technologies used in digital media channels? What are 3 (three) core deliverables for digital marketing? How is industry performance measured?

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Create and optimize digital media

Task 1: Questions

Question 1 What are 5 (five) current industry tools and technologies used in digital media channels?

Answer:

Question 2 What are 3 (three) core deliverables for digital marketing?

Answer:

Question 3 How is industry performance measured?

Answer:

Question 4 What are alternative digital channels? What type of users can be found across those channels?

Answer:

Question 5 What are key aspects of nodes of integration across multiple digital environments?

Answer:

Task 2 – Performance and Skills Assessment

Context:

Select an organisation in order to complete this assessment. An organisation can be a business, charity, association, not-for-profit enterprise or government body.

 

You may select your own organisation (for example, your own business or one you plan to start); an organisation you have access to, such as a business owned by a friend or family; or your current employer. Alternatively, you can create a hypothetical organisation for the purpose of this assessment.

 

If you select an organisation that you have access to, or your current employer, you must:

Obtain written permission from the appropriate stakeholder (e.g. the Marketing Manager), clearly stating you are allowed to post content to the organisation’s social media channel(s) on its behalf.

Include a copy of the written permission when you submit your Assessment.

Obtain all workplace documentation (including legislation and regulations) and resources relevant to digital media.

If you create a hypothetical organisation, you will need to access legislation and regulations for digital media in the context of your organisation.

Prior to commencing this assessment task, you must discuss your chosen organisation with your trainer.

Part A: Prepare to promote digital media

This task will require you to create and optimise at least 2 (two) different digital media for an organisation / workplace. Create and complete the template provided based on your chosen organsisation.

Identify measurable goals for the digital media (use the SMART strategy).

Goals Specific Measurable Achievable Realistic Timely

[Your specific digital media promotion objective] [Is your objective specific?] [Can your objective be measured?] [Is your objective achievable?] [Is your objective realistic?] [Have you set a specific date for your objective to be achieved?]

Complete a SWOT analysis table to analyse existing on-line and offline data to identify tools used by customers, insights, gaps in audience engagement and expectations.

Strengths Weaknesses

Opportunities Threats

After completing the above, create a PowerPoint slideshow that you would use to present the information to relevant stakeholders.

Upload of slideshow:

Part B: Support optimisation of digital media

Plan a framework provided to support the optimisation of digital media taking into account the customer journey covering:

  1. What technologies / tools might you use to monitor and maximise customer engagement and why will you use them?
  2. Who will you involve in this process and why will you involve them?
  3. Describe which interaction channels are most popular and why in your context.
  4. What tools/methods could you use to test interaction with target groups and how would you adjust the strategy according to test outcomes?

Technologies / tools Person responsible Interaction channels Interaction testing tools/methods

[What technologies / tools might you use to monitor and maximise customer engagement and why will you use them?] [Who will you involve in this process and why will you involve them?] [Describe which interaction channels are most popular and why in your context.] [What tools/methods could you use to test interaction with target groups and how would you adjust the strategy according to test outcomes?]

  1. After completing the above, create a PowerPoint slideshow that you would use to present the information to relevant stakeholders.

Upload of slideshow:

Part C. Evaluate digital media use

You are required now to plan how you will evaluate the impact of the digital media and assess its effectiveness. For this, you will need to:

Collate digital data on customer engagement, conversations, and conversions

Explain which data evaluation methods were used when analysing the data

Document issues and recommendations to improve further digital media optimisation

Digital media activity Monitoring methods Evaluation methods Issues and recommendations

[List your two (2) digital media activities] [Collate digital data on customer engagement, conversations, and conversions] [Explain which data evaluation methods were used when analysing the data]

[Document issues and recommendations to improve further digital media optimisation]

1.

2.

After completing the above, create the PowerPoint slideshow that you would use to present your digital media plan to relevant stakeholders in order to seek approval.

Upload of slideshow:

Simulate that you are presenting the information gathered from Parts A and B and now Part C to relevant stakeholders in your chosen organisation. Use the end of the presentation to seek feedback from relevant stakeholders at your chosen organisation to seek approval with your digital media plan. If they are not, respond to feedback given.

Recording:

Describe how the feedback given has been used to revise the solution proposed.

Answer: