MyLab Marketing with Pearson eText -- Access Card -- for Principles of Marketing
17th Edition
ISBN: 9780134518282
Author: Philip T. Kotler, Gary Armstrong
Publisher: PEARSON
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Chapter 14, Problem 14.5DQ
Summary Introduction
To discuss: The way the company evaluates its promotional budget.
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Coca-Cola is the most recognizable brand in the world. How did the company achieve this distinction? What has the company done in its marketing mix in terms of product, price, distribution, and marketing communications that has created such tremendous brand equity and loyalty? How has advertising aided in building the brand? (Students might want to visit Coca-Cola’s Website for help at http://www.coca-cola.com/global/glp.html (Links to an external site.)Links to an external site.)
Is OXO abandoning its old promotional methods? How is OXO blending a new advertising strategy with its promotional techniques that have made it a success?
MARKETING 01
WRITE ONE OR TWO PARAGRAPHS, please post something that you found significant about "promotion" that is contrary (different) to what you previously thought.
Example: If you thought buying an ad, advertisement or making a commercial for your product is the only part of marketing, after reading, you will see that Marketing is much more than just the "promotion" part of the Marketing Mix (4P's).
Chapter 14 Solutions
MyLab Marketing with Pearson eText -- Access Card -- for Principles of Marketing
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- To provide more delivery service to the consumer market, UPS created UPS stores. According to the AIDA model, to create attention for this more convenient and less expensive way to mail packages through UPS, its marketing department should have relied on which element of the promotional mix?public relationssales promotionevent sponsorshippersonal sellingdirect marketingarrow_forwardThink about a time when you were targeted by a sales promotion. How did the marketer distribute the sales promotion? What was the purpose of the sales promotion, and was it effective? (AACSB: Written and Oral Communication; Reflective Thinking)arrow_forwardHow does social media advertising spending compare to traditional mass-media advertising spending? How likely is it that Twitter can become a media entity rather than just a media platform, and what are the implications for advertisers? (AACSB: Written and Oral Communication;Reflective Thinking)arrow_forward
- Are Smith Soda's marketing claims accurate and truthful?arrow_forwardWren is a company that helps consumers offset their carbon footprint. • You will pretend you are Wren’s marketing team in Egypt • create a campaign that convinces Egyptian consumers to subscribe to Wren – how will you convince them? -who your specific target segment/s (geographic, psychographic, demographic & behavioral) is and why you chose them - 2 campign visualsarrow_forwardWhat are the different ways in which Banyan Tree can communicate with its target audiences? What should its promotional mix be like? What factors influence the promotional mix decision?arrow_forward
- Which promotional mix elements does Red Bull use? Whatgrade would you give Red Bull on integrating these elementsinto a core marketing communications campaign?arrow_forwardA company’s sales force creates and communicates customer value by personally engaging customers and building customer relationships. With its Market Basket approach, was Staples focusing on building customer value and relationships? Explain.arrow_forwardDescribe Red Bull’s target audience. Are Red Bull’s promotional techniques consistent with that audience?arrow_forward
- Can you help me answer this question Describe the components of a promotion mix and the different factors can affect them The different types of marketing communications an organization uses comprise its promotion or communication mixCommunication tools that may include advertising, sales promotions, public relations and publicity, professional selling, and direct marketing., which consists of advertising, sales promotions, direct marketing, public relations and publicity, and sponsorships (of events and experiences), The promotion mix also consists of online, social media, and mobile marketing,arrow_forwardAdvertising is good in terms of ____(1)______, but the downside is ____(2)_______ . 1) generating awareness 2) consumers may be skeptical 1) its extremely low cost 2) its inability to generate awareness 1) targeting channel members 2) its inability to generate awareness 1) generating awareness 2) its extremely low cost 1) being free 2) its inability to generate awarenessarrow_forwardAt some point, will Red Bull have to branch out beyond itstarget market? Will it need to alter its promotional strategyin order to do so?arrow_forward
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