Describe the role of relationship selling and why it is important to the selling process.
Be sure to use APA style and refer to the textbook in your response. (Contemporary Marketing 18th Edition Boone and Kurtz)
Describe the strengths and weakness of the major types of advertising media and give an example of products that would be advertised using each of them.
Be sure to use APA style and refer to the textbook in your response. (Contemporary Marketing Boone and Kurts 18th Edition)
Prepare a dPrepare a digital marketing plan for a company selected. for a company selected.
1: Create a perception map of ConFundrum Escape Room by reviewing the website for ConFundrum and three other competing companies’ websites: Idaho Escape Room, Gnarly Escapes, and World of Escapes. (Just pick one of the companies for your perception map from the latter site).
2: Create a report to give to ConFundrum regarding the results of your perception research and make recommendations for how Con
There are TWO topics for Week 3. Both required. For each topic response, include at least one (1) reference from the internal learning materials and two (2) from external sources dated 2018 to present
TOPIC 1: Model of Consumer Behavior – Personal Application
Let’s take the Model of Consumer Behavior for a spin. Consider a specific time you purchased a meal for yourself or your loved ones outside the home. This could a take-out order, a delivery order, an outdoor dining situation, or a time you visited a restaurant. The meal doesn’t have to be fancy or expensive, just something that was satisfying to you at the time.
· What was your choice of restaurant or food delivery establishment? Provide a link, if possible. (Sonic – Fast, convenient drive thru, on my route to work from the gym. Coffee and breakfast options)
· Go through all the variables outlined in the first two columns of the model, environmental factors, and consumer factors, and identify the factors that influenced your decision. Note how they resulted in your purchase decision. (Hint: You might have to read ahead for more thorough explanations of each factor.)
As illustrated in Figure 3.9 in this week’s reading, there are six steps in a consumer decision-making process. It looks like quite a bit of work considering the number of purchase decisions we make in the course of a week. So consumers have developed a shorthand for making purchases, which we have categorized into types of consumer buying decisions based on the level of involvement. The course readings explain the role of involvement in decision making, and refer to those readings to get a better understanding of routine, complex, and limited problem solving.
· What was your decision-making behavior in the meal purchase? Was it a routine, complex, or limited problem-solving situation? Identify which behavior and explain how the level of involvement played into your decision.
TOPIC 2: Maslow’s Hierarchy of Needs
Maslow’s Hierarchy of Needs is the model for studying the psychological factors that affect decision making. Review the model and let’s discuss how recent events might have affected consumer behaviors in terms of Maslow’s Hierarchy.
Here’s an article to get you started. You should do additional research on this topic for more examples.
Name a stage and state what types of purchases consumers have been making that are consistent with this stage. Note any possible changes due to recent events.
Evolving priorities: Covid-19 rapidly reshapes consumer behavior. PWC.
Cite Reading:
Consumer Behavior: How people make buying decisions. (2015). Principles of Marketing. University of Minnesota Libraries
USING EXAMPLES CRITICALLY DISCUSS AND DEFINE WHAT GASTRONOMY IS AND DISCUSS THE HISTORY OF EUROPEAN GASTRONOMY TO THE PRESENT DAY AND ITS KEY INFLUENCERS AND INFLUENCES. PS PLEASE USE IMAGES, CHARTS ETC. AND RESPECT THE GUIDELINES. THANK YOU.
This task brings together the main themes of the module and requires you to develop a digital marketing strategy for DMA case study.With the objective to convert 25,000 small businesses that are current Instagram Business advertisers to using InstagramStories in a six month campaign plan. Your challenge is to create a direct and digital marketing strategy to achieve the above objective with a total marketing budget of £155,000.We would like you to create a campaign plan that utilises key on and offline channels to convert 25,000 current Instagram business users in the UK. Your campaign must have a clear creative idea and be data driven (including a clear way to measure progress and impact). Please also consider the implications of the recent GDPR legislation in the UK.The digital marketing strategy should include:- Campaign plan, including objectives, strategy and communication plan, which explains your media choices and spend. Your communication plan should include a go to market strategy that includes key moments and recommended timings.- Develop a direct and digital strategy, including:
o Campaign objectives, which link to overarching objective provided by InstagramStories case. These should be SMART.
o Acquisition strategy (including data targeting and segmentation, this will include research on the identified and justification of the target market, development of personas and the customer journey)
o Communication plan (including GANTT chart) with your proposed use of different communications tools, both on and offline, along with justification.
o You should with clear explanation of your strategy and target marketing, with insight and justification.- Articulate your big campaign idea, supporting messages and creative recommendations – How will the InstagramStories meet the objective of converting
25,000 small businesses that are current Instagram Business advertisers to using InstagramStories in a six month campaign plan.- An outline of the metrics, include KPI’s and relevant tools to explain how you will measure and evaluate the campaign objectives.
Communications and Digital Marketing
You are provided with 3 questions out of which you are required to answer Three questions only in essay format. Each question has equal weighting. Word count per each essay question 1500 + 10%.
You need to support your answers to each chosen question with appropriate credible referenced sources. Your answers to each question should be followed by a reference list cited in the essay.
Question 1
Distinguish between the linear, influencer and interactional models of communications (50 marks). Explain the process of adoption and diffusion of an innovation in relation to the concepts of opinion followers and word of mouth communications (50 marks).
Support your answers to Q2 with recent views from scholars and with appropriate examples.
Total Marks 100
Question 2
Discuss the role of public relations in crisis management (60 marks). Support your answers with appropriate models of crisis management and examples (40 marks).
Total Marks 100
Question 3
Define and explain the concept of brand activation and briefly outline the different approaches to brand activation (50 marks). Explain and discuss why brand activation is increasingly becoming important for marketers (50 marks). Support your discussion with relevant literature and contemporary examples.
Total Marks 100
Task Overview and Approach
The research topic of this year is related to “Customer Engagement on Social Media”. Samsung on any social media channel and analyse its customer engagement. Research topics can be (but not limited to) motivation for customer engagement, customer engagement behavior, antecedents or outcomes of customer engagement. Student should also refer to the core articles about “Customer Engagement” on SurreyLearn. Students are allowed to replicate, extend or modify original studies. The final submission will be a written marketing research report (max. 3,500 words).
Short Research Brief- Quantitative
Students are encouraged to design (10 closed questions max.) an online questionnaire using QUALTRICS. Each student has to invite at least 30 participants. Students should apply descriptive and inductive statistics using R Studio Cloud.
Short Research Brief – Qualitative
Students are encouraged to design an interview guide (10 open questions max.). Each student has to interview at least 3 participants. Students should transcribe the interviews and use thematic analysis for interpreting the data
After reading the following articles
How has David Falk revolutionized Sports Marketing?
(Concentrate on how he revolutionized sports marketing and not details about his personal life.)
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