Marketing Assignment Help
4 Ps of Marketing
This exercise will give you
practice classifying and understanding the 4 Ps: the controllable marketing mix
factors.
Marketing managers have several
different tools at their disposal that they can control as part of the
strategic marketing process. We call those tools the marketing mix—product,
price, place (distribution), and promotion. Unlike the environment in which
marketing takes place, these variables are controllable by the firm, and as
such are the key to how marketers appeal to the customers in their target
markets.
Growth Opportunities at Nike
As the marketing manager for Nike Golf, you have been asked to assess the strategic options for that business. For the purposes of this activity, you can assume that Nike Golf currently serves only the domestic (U.S.) market and lacks a presence in China, Russia, Brazil, or India. Additionally, you can assume that Nike’s existing product lines include golf accessories, such as gloves, golf balls, and golf clubs.
Growth Opportunities at Nike
As the marketing manager for Nike Golf, you have been asked to assess the strategic options for that business. For the purposes of this activity, you can assume that Nike Golf currently serves only the domestic (U.S.) market and lacks a presence in China, Russia, Brazil, or India. Additionally, you can assume that Nike’s existing product lines include golf accessories, such as gloves, golf balls, and golf clubs.
Scanning the Marketing
Environment This exercise will help you better
understand the process of how businesses scan the marketing environment. 
Changes in the marketing
environment are a source of opportunities and threats to be managed.
Environmental trends typically arise from five sources: social, economic,
technological, competitive, and regulatory forces. Identifying and interpreting
trends are essential to successful environmental scanning.
Coppertone: Understanding Sun Care Consumers
Coppertone, a leading sun care
brand, has a long history of developing products that meet the ever-changing
needs of customers. Coppertone’s earliest products were created to meet the
consumers’ desire for tanning creams, while its recent products were created
with consumers' desire for sun protection in mind. Understanding what is going
on in consumers' minds, their behaviors, and their attitudes helps
managers create and market brands that meet all of its consumers’ needs.
This activity is important
because as a manager, you must determine why consumers purchase products.
In order to do this, you will need to gain an understanding of the consumer
purchase decision process and influences for your products. The consumer purchase
decision process begins with problem recognition, followed by information
search, alternative evaluation, purchase, and post purchase behavior.
The goal of this exercise is to
demonstrate your understanding of the purchase decision process, as well as the
external and internal influences that affect consumers as they make purchase
decisions.
1.
As Dora is packing
for her honeymoon to Hawaii, she realizes that all of her sunscreens have
expired. Since the sun in Hawaii is so strong, she knows she wants the best sun
protection possible. She calls her friend Dan, who is a dermatologist, for a
recommendation. Dora is seeking information from a(n) ________ in the
information search stage.
Global Marketing Program
This exercise will help you better
understand the program strategies of global marketing as they relate to
different types of businesses.
A product may be sold globally in
one of three ways: (1) in the same form as in its home market, (2) with some
adaptations, or (3) as a totally new product. Additionally, if marketers choose
to use the same or an adapted product, they then must decide whether to use an
identical or adapted promotional strategy. Successful global marketers
standardize global marketing programs whenever possible and customize them
wherever necessary.
Carmex: Leveraging Facebook for
Marketing Research
While
Carmex has been marketing lip balm since 1937, only recently has Carmex begun to
focus on competition and growth. Carmex has used social media tools to support
many of its growth initiatives including product line extension, international
growth, new product development, and product line expansion. Facebook provides
Carmex with the unique opportunity to research potential lip balm varieties in
the United States by engaging with its target audience online.
Marketing
research is the process of defining a marketing problem and opportunity,
systematically collecting and analyzing information, and recommending actions.
Marketing researchers collect information to help marketing managers reduce
risk and improve their marketing decisions. There are five steps in the
marketing research approach: (1) defining the problem, (2) developing the research
plan, (3) collecting relevant information, (4) developing findings, (5) and
taking marketing actions.
Then, answer the questions that follow.
Carmex's first efforts in
marketing research had the research objective of figuring out who it was as a
company and what the Carmex name means. In the first stage of the marketing
research approach, ________, the research objective is set.
2.
To accomplish a successful
repositioning of the brand, Taco Bell needed to inform its consumers that Taco
Bell food should be thought of as an experience rather than as just fuel. In
the communication process, Taco Bell would be the ________ and the consumer
would be the ________.
3.
During the creative process, Taco
Bell considered a number of different slogans, finally setting on Live Mas! The
Live Mas! campaign reinforces Taco Bell’s position as a dynamic brand whose
customers enjoy experiencing the world and trying things first. Live Mas! is
Taco Bell’s ________ in the communication process.
3.
When communicating with its target
audience, Taco Bell considered each of its ________, including social media
channels, packaging, point of purchase displays, and advertising. These places
of contact between a firm and its customers are critical elements for building
an integrated marketing communication plan.
4.
s part of its integrated marketing
communication strategy, Taco Bell utilized commercials aired during the Super
Bowl. This form of ________ has an extremely large reach and hefty price tag.
5.
To give consumers an incentive to
try its new Doritos Locos tacos, Taco Bell gave out free samples of the
new tacos to its customers. The free Doritos Locos tacos giveaway is an example
of
6.
Bell allocates its
promotional budget to 70 percent traditional media, which includes
television advertising; 20 percent to digital media, which includes
website development; and 10 percent to new media channels. The fact that
the message consumers receive is the same regardless of which channel delivers
it reflects Taco Bell’s dedication to
7.
Twitter, Facebook, Vine,
Instagram, and Snapchat were all utilized to engage customers during the
Doritos Locos tacos introduction as part of the ________ component of the
campaign.
USA 
India