PRINCIPLES OF MARKETING W/ MYLAB 2019
2019th Edition
ISBN: 9780135983324
Author: Kotler
Publisher: PEARSON
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Chapter 14, Problem 14.4DQ
Summary Introduction
To discuss: The two kinds of communication channel which are used by the communicators to share the messages.
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What is integrated marketing communications (IMC), and how does a company go about implementing it? (AACSB: Written and Oral Communication)
Select a current print, electronic communication, or a commercial of a global brand, and provide a breakdown of the communication strategy.
Explain why or why not is it effective.
Has the Coca-Cola communications strategy been effective? Support your answer?
Chapter 14 Solutions
PRINCIPLES OF MARKETING W/ MYLAB 2019
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- How does Airbnb use social media based on broad reach and fast transmission to improve customer loyalty?arrow_forwardExamine Adidas website https://www.adidas.com/us Seek to identify the steps of the communications and marketing plan they may have implemented. Is there a strategic approach to communications that they may also be using? In answering both questions, what evidence can you share to validate your claims?arrow_forward1. Integrated Marketing Communication also known by industry as IMC is seen to be a contemporary approach to promoting company offers to the market. Assuming you are the Marketing Promotional Manager for your company, propose an IMC plan for any ONE of your company’s offers (The company offer can be in the form of product, service, ideas, packaging, convenience etc.). Provide examples.2. Discuss the fundamentals of E – Business and the extent of its growth in Asia in terms of B2B and B2C approaches to business. Provide examples*Answer around 750 words/each questionarrow_forward
- Marketing communication can be defined as the process of informing,persuading and reminding customers about a company’s product and services. Marketing communications consist of six elements. Discuss with examples, twomarketing communications elements that you would recommend to a companylike Netflix.arrow_forward1. What is Integrated Marketing Communication? 2. What is the Value of Integrated Marketing Communication? Please include the sources.arrow_forwardExplain how Twitter makes money through advertising. Find examples of companies using Twitter as a promotional tool. (AACSB: Written and Oral Communication; Reflective Thinking)arrow_forward
- Apply the service profit chain concept to Airbnb.arrow_forwardProvide an example of how an American professional sports organization uses different media to present a consistent message using integrated marketing communications (IMC). Who is their target market, what is their message, and what media should they use?arrow_forwardInternet Marketing Please be sure to use practical and real examples to explain. Budweiser is an American-style pale lager produced by Anheuser-Busch, part of AB InBev. Introduced in 1876 by Carl Conrad & Co. of St. Louis, Missouri, Budweiser has become one of the largest-selling beers in the United States. Discuss the legal constraints a marketer should consider when managing social media channels for Budweiser. From a macro-environmental perspective, consider the extent to which digital channels are replacing physical channels. Discuss the extent to which the nine key strategy decisions are important to a new online retail business.arrow_forward
- What businesses in your country are using online, social media, or mobile marketing? How do people respond to such marketing? Is it acceptable and effective? (AACSB: Written and Oral Communication; Reflective Thinking)arrow_forwardChapter 7 describes word-of-mouth (WOM) and buzz marketing. How did STX Entertainment use this type of marketing to capitalize on this legal dispute with Sesame Workshop?arrow_forwardWhat role should a sales force play in the ma.li:etjng communicationsplan? How should direct marketing be used?arrow_forward
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