How can you see reference groups influencing business to business (or B2B) buying? In other words, how are the products that a business purchases influenced by their reference groups? Discuss this in terms of members of the buying center or any other groups that could impact B2B buying decisions.

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Week 2 Discussion Questions

Select only one of the two discussion questions below and provide a thoughtful 250+ word response to all of the questions (250 words total, not for each section). Separate your answers by the parts of the question. It makes it easier to see your specific response to each part.

 

OPTION #1 – REFERENCE GROUPS

Explain two of your personal reference groups.

Now, thinking of reference groups in general, identify two products or services that you purchase for which you believe reference group appeal or influence would be very strong. Explain your answers thoughtfully.

Identify one additional product or service that you purchase for which you believe reference group appeal or influence in general would be minimal. Explain your answer.

How can you see reference groups influencing business to business (or B2B) buying? In other words, how are the products that a business purchases influenced by their reference groups? Discuss this in terms of members of the buying center or any other groups that could impact B2B buying decisions.

OPTION #2 – GEODEMOGRAPHIC SEGMENTATION

List the most common Tapestry Segments for the ZIP code – the top 3 or 4 should be listed under the TAPESTRY heading

Read through each of the segments (click on the segment and review the information that appears in the square to the right of the segment name. Choose the Tapestry Segment that you think best describes this area, click on the CLICK FOR MORE DETAILS link at the bottom of the description, and explain the information. Be sure to summarize key descriptors in your own words.

Does the description match what you know about the ZIP Code? Why or why not?
How could marketers use this research/information when developing a target market OR developing a promotion strategy?

Gambling Adverts were suspended during the first lockdown to protect vulnerable gamblers. How does the advertising industry protect consumers under normal circumstances?

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Exam

  1. Advertising which promotes public safety and behaviour change has been a critical part of the Government response to the COVID-19 Pandemic. In early 2021 the UK government urged us all to Stay Home, Save Lives on social media. Discuss with reference to advertising’s role in society.

 

  1. Gambling Adverts were suspended during the first lockdown to protect vulnerable gamblers. How does the advertising industry protect consumers under normal circumstances? You should include discussion on the present regulatory systems in the UK as well as voluntary actions by the advertisers. 

Identify one additional product or service that you purchase for which you believe reference group appeal or influence in general would be minimal. Explain your answer.

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Week 2 Discussion Questions

Select only one of the two discussion questions below and provide a thoughtful 250+ word response to all of the questions (250 words total, not for each section). Separate your answers by the parts of the question. It makes it easier to see your specific response to each part.

NOTE: This is a POST FIRST discussion board. That means you can see responses by your classmates ONLY after you post your response. Your first post counts, so if it’s blank – that’s what you will be graded on. You cannot go back and edit your posts after you submit it.

 

OPTION #1 – REFERENCE GROUPS

Explain two of your personal reference groups.

Now, thinking of reference groups in general, identify two products or services that you purchase for which you believe reference group appeal or influence would be very strong. Explain your answers thoughtfully.

Identify one additional product or service that you purchase for which you believe reference group appeal or influence in general would be minimal. Explain your answer.

How can you see reference groups influencing business to business (or B2B) buying? In other words, how are the products that a business purchases influenced by their reference groups? Discuss this in terms of members of the buying center or any other groups that could impact B2B buying decisions.

OPTION #2 – GEODEMOGRAPHIC SEGMENTATION

Go to ESRI to access their Tapestry Segmentation webpage

Read through the information in the “Explore Your Community’s Characteristics” area.
Click on START EXPLORING and then you will be prompted to enter a ZIP Code.
Input a zip code with which you are familiar and click submit.

YOUR WRITTEN ASSIGNMENT:

Share the ZIP CODE that you chose including the city & state.
List the most common Tapestry Segments for the ZIP code – the top 3 or 4 should be listed under the TAPESTRY heading

Read through each of the segments (click on the segment and review the information that appears in the square to the right of the segment name. Choose the Tapestry Segment that you think best describes this area, click on the CLICK FOR MORE DETAILS link at the bottom of the description, and explain the information. Be sure to summarize key descriptors in your own words.

Does the description match what you know about the ZIP Code? Why or why not?

How could marketers use this research/information when developing a target market OR developing a promotion strategy?

Identify the top 5 keywords that The Westside Coffee Company should be using in website copy and headings to get better search engine optimization (SEO) organic search results from Google. Provide a rationale for your selections.

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The Westside Coffee Company

1. Identify the top 5 keywords that The Westside Coffee Company should be using in website copy and headings to get better search engine optimization (SEO) organic search results from Google. Provide a rationale for your selections.

2. Allocate a budget to optimize a $500 per-week budget for Google Ad word marketing to get The Westside Coffee Company featured at the top of the search page in Google pay-per-click results. List the keywords you will bid on and the budget allocated to each. Provide a rationale for your selections.

3. Write a 250-word content marketing story on The Westside Coffee Company to promote The Westside Coffee Company in the local newspaper that can also be reused on other digital formats, including website, social media, and email blasts to customers.

4. Create a $3,000 monthly advertising plan for The Westside Coffee Company. Use the media costs provided on the Local Media Costs tab in the spreadsheet and justify your recommendations with data.

5. Estimate the 4-week reach/frequency and resulting gross rating points (GRPs) as part of your recommendation.

Select Primary, secondary and related keywords for your client. Explain why you picked those specific Keywords and the methods that you used to select those keywords.

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Search Engine Marketing (paper 2)

A new high priced Chinese restaurant (you must give it a name) has been opened in New Haven, CT and you have been hired as its search engine marketing consultant to help figure out the best way to use search engines to promote the restaurant. Use the directions below to help you develop a search engine marketing strategy for your client.
Select keywords that you would use for your restaurant’s search engine marketing plan. When we refer to keywords, we actually mean phrases (long tailed Keywords). So read the notes on Blackboard and select Primary, secondary and related keywords for your client. Explain why you picked those specific Keywords and the methods that you used to select those keywords. You should provide as much detail as possible. Be sure that your thinking around targeting for “high-priced Chinese restaurant” comes through… This is NOT a generic plan.

Once that is done, explain in detail, how you would use those keywords to optimize your website for search engines. Read the notes and explain how you would do this. Finally, you need to write out a title and meta description for the site.
Each of your three submissions must be 3 FULL pages to 4 pages in length. Format: 12 pt. Times font, double-spaced throughout, no extra spacing anywhere, 1” margins all around, only indentations are at the start of each paragraph. Tables may be included, but don’t count toward the required 3 FULL to 4 page count. I encourage you to search online for information to expand your knowledge on the assignment topic. Be sure to credit your sources in-text and on a references page (not included in the page requirement).

Explain what, if anything, is Jenbury Financial currently not doing that it needs to be in order to flourish and thrive at their stated aims as a company? Explain what, if anything, Jenbury Financial must consider when promoting this new course?

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Integrated Marketing Communications In The Digital Age

Section 1: Campaign Plan (25 marks)

1. Defining the problem statement. (7 marks)

• Briefly introduce the brand, position, industry.

• Explain what, if anything, is Jenbury Financial currently not doing that it needs to be in order to flourish and thrive at their stated aims as a company?

o Make any necessary reference to competitors, industry factors and trends, and technological changes or advancements which may help you define the problem.

o Relate to the brand’s position and existing communication strategies. Highlight any issues of confusion or positioning as relevant.

• Explain what, if anything, Jenbury Financial must consider when promoting this new course?

• Briefly preview (1 sentence) how your campaign will help address this problem.

2. Indicate and justify a target audience for your campaign. (8 marks)

• Some targeting details will be given you to after Assignment 1, prior to starting work on this assignment. Instead of starting a new profile, you will be asked to:

o Briefly explain/justify why this target is suitable

o Justify any additions or alterations you make to this profile

o Indicate where/when these consumers are receptive to marketing communications

o Outline their level of awareness when it comes to the brand and to financial services

(Hierarchy of Effects / Week 4 and 5)

3. Outline your campaign objective and more narrow communication goals. (10 marks)

• What is the broad marketing communications objective to this campaign? (week 5)

o Who/What/When format

o Why this objective – it must clearly relate or be justified back to the problem statement and/or to the target segment.

• Outline the more specific communication goals, for example: (5 marks)

o What do we want our target audience to think at the end of this campaign?

o What do you intend to change? Their perceptions? Attitudes? Etc? In what way?

o What action do we want our audience to take as a result of this campaign?

 

Define “marketing” and “sales” and explain how they are different from one another, and how they depend upon one another for successful marketing.

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“Marketing concept” and the “4 P’s.”

Create and post an initial thread that addresses the following questions or issues:
The text defines the “marketing concept” and the “4 P’s.”

In your own words, explain both of these concepts, detail why both are important to a marketing plan.

Define “marketing” and “sales” and explain how they are different from one another, and how they depend upon one another for successful marketing.

Does “marketing” have a function in church operations? Explain and support your answer.
Generational trends lead to distinctly different attitudes, values, and behavioral patterns that must be considered when developing a marketing plan.

Describe in detail the “generational cohorts” according to the text, and explain the different values and motivational factors between them.

When opening a new ice cream store in your hometown, how would your advertising messages differ from one generation to the next? Describe in detail how you would create appeal to each of the groups.

Explain how the Scripture “Jesus Christ is the same yesterday and today and forever.” (Heb. 13:8) relates to all demographic groups.

How do the 4Ps of Marketing (i.e., product, price, place, promotion) create value for target customers and influence demand for marketing offerings?

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Discussion

The purpose of this discussion is to reflect on your learning and to further your understanding of the definition of the 4Ps of Marketing and its application to real-life organizations, their market offerings, and target customers.

1. Post your comments
Contribute meaningfully to the discussion by responding to the following question. Your original post should be greater than 150 words in length.

How do the 4Ps of Marketing (i.e., product, price, place, promotion) create value for target customers and influence demand for marketing offerings? You must include at least one example of a real-life organization as part of your response.

2. Respond to classmates
After completing your own posting, read your classmates’ posts and provide a response to at least one. Make sure your response post is greater than 150 words in length. This will help ensure that a meaningful conversation takes place!

After reviewing all 10 studies, develop a critical conclusion on the impact of servicescape elements on the behavior of consumers on a separate slide.

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CE Project

Search for 10 scientific studies published on academic journals and conduct a systematic review on the impact of servicescape on consumer behavior. Include:
Main research aim Overall description of the methodology. Key findings.

0 After reviewing all 10 studies, develop a critical conclusion on the impact of servicescape elements on the behavior of consumers on a separate slide.

Describe the industry, market, and any trends. Describe the new product or service line and the classification the product or service will fit into. Remember, the product or service line must be new to the company! Which segmentation strategy best describes the target customer?

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Assignment 3
This assignment builds on Assignment 2. It requires recommending a new product or service line and developing a brief marketing plan to launch the new product or service line in the stores of the same company that you selected in

Assignment 2.
This assignment provides you with an opportunity to demonstrate the achievement of the following course learning outcomes:
Comprehend the components of an organization’s marketing program including how to plan, price, promote, and distribute goods, services, or ideas.
Identify the marketing relationships both internal and external to an organization.
Explore how external factors, such as the economy, competition, suppliers, distribution channels, and political-legal groups affect the marketing function.
Recognize why and how customers are considered in strategic marketing plans.
Comprehend the concepts of value, quality, customer service, logistics, and supply-chain management.
Identify current challenges and opportunities such as information technology, globalization, marketing ethics and social responsibility, and their impact on marketing practices.

Expectations
You are expected to complete this assignment individually.
Respect for academic integrity is crucial to your success. Make sure you understand what constitutes acts of academic dishonesty in the page: What is Academic Dishonesty?

Instructions
Using the same company that you selected in Assignment 2, you will prepare a brief marketing plan outlining how the company will launch its new product or service line. Use the numbered headings and answer the questions associated with each heading to create your marketing plan. Make sure you apply the various marketing concepts and terminologies discussed in this course within your answers. You must also reference at least 3 credible sources within your marketing plan.

Marketing Overview (8 marks)
Describe the industry, market, and any trends. (1 mark)
Describe the new product or service line and the classification the product or service will fit into. Remember, the product or service line must be new to the company! (2 marks)
Which segmentation strategy best describes the target customer? (2 marks)
Describe pricing, distribution, and promotional strategies for your new product or service line. (3 marks)

Positioning and Differentiation (4 marks)
Describe 2 competitors for the new product or service line that you proposed for your selected company. (2 marks)
Identify how the company’s new product or service line will be differentiated and positioned relative to the competition. (2 marks)
Situational Analysis and Business Environment (4 marks)
Select 1 business analytical tool (e.g., PESTEL, SWOT, or Porter’s 5 Forces) and use it to describe the business environment for the company’s new product or service line that you proposed.

Marketing Objectives (4 marks)
Explain how the new product or service line aligns with the company’s vision and mission statements. (2 marks)
Create 2 marketing objectives for your new product or service line. The marketing objectives should be written using the SMART goal formula.
(2 marks)

Controls and Measurement (4 marks)
Describe 4 key performance indicators (KPIs) that the company should use to evaluate the performance of your marketing investment.