Would you please introduce sales promotions tools that fit well with the company, and the potential advantages and disadvantages associated with sales promotion?

I need answer question related to this case :

In 2007, Beckey Neal and Kim Neal opened a candle and gift shop in Tupelo, MS, selling their hand-poured candles. Over the course of seven years, Wicks and More grew to a multi-million dollar company, selling candles in more than 3000 boutiques and fine department stores throughout the United States. Wicks and More candle shop features a wide variety of candles, from simple scented candles to highly ornate candles that are used for decorations. Wicks and More shop also features candleholders, incense, and candle-lighters of all kinds.

There are four major uses for candles. The first is to serve a functional purpose, providing light when the electricity goes out. Many people keep stocks of candles on hand just for those times. Second, candles are used for decorations. Third, candles can be burned to provide a romantic environment. Scented candles add to the experience of the warm glow of a candlelit bedroom. Other candles provide the perfect light for a romantic dinner. Fourth, candles are used as part of religious ceremonies.

The owners of Wicks and More have just contacted a marketing consulting firm. They wanted to know if there is a way to make the store’s marketing program more effective. Thus far, they had run ads in the newspaper and occasional spots on local radio. Most of the store’s radio advertising has been during the Christmas holiday season. Newspaper ads run all year.

The company provides the demographic information for Wicks and More’s current target market. Far more women buy candles than men. A typical customer is at least 20 years old. In terms of psychological characteristics, candle buyers tend to have a strong sense of fashion and decor. Many enjoy home decorating. Wicks and More’s customers have enough disposable income to shop for nicer home decorations. Many are affluent, though it is not unusual for a middle class income shopper to come into the store. People with lower incomes who want candles for power outages tend to buy them at Wal-Mart or a discount store.

Wicks and More have been in business for quite a few years now, and the company believes a more effective marketing program might help them build a stronger company.

the question is :

  1. Wicks and More need your help in making decision with regard to marketing communication campaign. The company would like to start with sales promotion campaign but doesn’t have sufficient information to proceed. Would you please introduce sales promotions tools that fit well with the company, and the potential advantages and disadvantages associated with sales promotion? (Your answers are expected to incorporate the discussion on Groupon case.)

I have attached everything you need it please do not plagiarize.

not more than one page please

 
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Do the “emotional” and “rational” copy alternatives differ in their effectiveness? What level of advertising should be used for Nopane for the coming fiscal year?

Nopane was a mature proprietary drug product which had been marketed for a decade. Marketing manager, Jose Russo, worked with an ad agencey to produce television commercials, to be aired on local TV stations, representing two different advertising strategies: one emphasizing what was labeled an “emotional” appeal, the other a “rational” approach.

Russo planned a market test to determine which one to use in a national roll-out at a later stage. He was also uncertain about what level of advertising was needed to support the strategy change. Thus, he proposed that an advertising experiment be conducted to address the following issues:

  1. Do the “emotional” and “rational” copy alternatives differ in their effectiveness?
  2. What level of advertising should be used for Nopane for the coming fiscal year?

The marketing test (experiment) was done as follows.

  • Two advertising copy treatments (“emotional” and “rational”)
  • Three levels of advertising intensity were to be tested.  Expressed in 6-month expenditures per 100 “prospects” (potential customers) in a geographical area, the levels to be tested were $2.50, $4.75, and $8.00.
  • The company had divided the United States into two segments; Segment A consisted of states lying along the East and West Coasts of the United States while the rest of the country comprised Segment B. The two segments contained about equal numbers of total prospects.
  • Twelve sales territories (out of a total of 75) were selected at random from the region designated as Segment A, and another twelve were selected from Segment B.

Based on the description, 24 market tests are done and the results are shown below:

To read the following data: Column 1 is test market ID; Columns 2, 3 and 4 show: which segment (A or B), which copy (rational or emotional) and which level of ad dollors (2.5, 4.75 and 8) were used in that test market; column 5 is the sales of that test market;  column 6 is the competitor’s ad spending in that test market; columns 7 and 8 are two dummy variables corresponding to segment and copy.

 
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Discuss the consumer/client privacy issues that might impact the uses of CRM.

B7442 Marketing Strategy and Management Week 7

Assignment 1: Twenty-First Century Customer Relationship Management

New technologies will impact customer relationship management (CRM) due to its ability to allow customers to feel empowered enough to execute a range of independent activities and decisions. When it comes to modern customer relationship management, basic functions will remain crucial. Organizations, however, will specifically need to ensure the following:

  • The prime focus remains on always providing customers with the best experiences
  • Customer process management is effective
  • Cross-channel integration is facilitated
  • Contact center operations are robust and well monitored
  • Sales Force Automation (SFA) is made highly efficient
  • Marketing and campaign management activities produce tangible results

In Module 2, you examined the literature for consumer/client privacy issues associated with Big data. Use the University online library resources to identify at least two peer-reviewed articles that address consumer/client privacy issues associated with CRM.

  • Nguyen, B., & Mutum, D. S. (2012). A review of customer relationship management: Successes, advances, pitfalls, and futures. Business Process Management Journal, 18(3), 400–419. (doi:http://dx.doi.org/10.1108/14637151211232614) https://login.libproxy.edmc.edu/login?url=http://search.proquest.com.libproxy.edmc.edu /docview/1018108630?accountid=34899

Using the article as the basis for inquiry, prepare an analysis on CRM in the twenty-first century.

Cover the following:

  • Discuss the consumer/client privacy issues that might impact the uses of CRM.
  • Critically analyze the value of the CRM approach suggested by Nguyen and Mutum.
  • Compare the approach to other approaches you are familiar with.
  • Assess how the Nguyen and Mutum approach could be applied to your own organization.
  • Include what you liked and disliked about the approach.
  • Support your positions with at least two peer-reviewed journal articles.

Write your initial response in 300–500 words. Your response should be thorough and address all components of the discussion question in detail, include citations of all sources, where needed, according to the APA Style, and demonstrate accurate spelling, grammar, and punctuation.

Respond to feedback on your posting and provide feedback to other students on their ideas.

  • Make sure your writing
    • is clear, concise, and organized;
    • demonstrates ethical scholarship in accurate representation and attribution of sources; and
    • displays accurate spelling, grammar, and punctuation.
 
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Describe the company you selected, the industry in which it operates, and the characteristics of the new product

B7442 Marketing Strategy and Management Week 7.1

Assignment 2: Required Assignment 2—Literature Review

In this assignment, you will analyze and assess the literature on marketing new products, identify key success factors, and provide solutions based on the literature.

Scenario/Background:

You have been hired as a consultant to work with the marketing manager for a company of your choice. The company is launching a new product. You have been asked to provide specific recommendations for marketing this product.

Directions:

  • Describe the company you selected, the industry in which it operates, and the characteristics of the new product.
  • Research at least seven peer-reviewed articles related to marketing newly developed products or services. Analyze the critical factors related to the development of new products or services and their relation to the marketing strategy.
  • Prioritize the importance of each factor and select two or three that have been discussed in this course, which could have the highest impact on the success of the new product (e.g., developing product features, service offerings, pricing, promotion, distribution, etc.).
  • Identify trends and current research conclusions related to the selected factors.
  • Evaluate the relevance of behavioral economics, Big data, and social media in a marketing campaign for the selected product.
  • Recommend best approaches for a successful marketing campaign for the product you chose.

Write a 7–10-page report in Word format. Utilize at least seven scholarly sources in your research. Make sure you write in a clear, concise, and organized manner; demonstrate ethical scholarship in accurate representation and attribution of sources; display accurate spelling, grammar, and punctuation.

Apply APA standards to citation of sources.

Required Assignment Grading Criteria and Rubric:

 
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Write a Brief on two techniques that you learned by reading How to Win Friends and Influence People.

there are some  request for Dale Carnegie Brief and example.

Brief Two—How to Win Friends and Influence People

Here’s what you’ll do

Write a Brief on two techniques that you learned by reading How to Win Friends and Influence People. For each of the two techniques or principles you select, give two examples of how you’ve observed it in action in your life or in things you’ve read.

Reader The reader may be a family member, friend, supervisor, or colleague.

The Brief: Here’s how you’ll be graded

Your Brief’s grade is based on four criteria:

1.  The scope, i.e., the number of factors cited explaining the two techniques you found useful.

2.  The rigor, i.e., the depth of analysis of each factor. How well you explain the idea: how it works and why it works.

3.  Strict adherence to formatting standards including: Motivation Sentence, Subheads, Masthead, typestyle, margins, white space, illustrations (if any), and bullets.

4.  The examples’ utility in illustrating Carnegie’s principles.

Page length

Two pages Each Brief may be up to two pages long. While this Brief writing assignment is designed to mimic business Brief writing, it has a second objective: to demonstrate the scope and depth of the knowledge you gained in this course. Thus, this Brief exceeds the one-page business Brief standard.

 
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 Evaluate the targeted country’s technological infrastructure and how this will impact your ability to promote, price, and distribute your product as efficiently and effectively as possible.

As a follow-up to the information presented last week, the board of directors is asking for another brief presentation to help assess the economic, political, and legal environments of your selected country. The economy, along with political and legal issues, affect the viability of doing business in this particular country. While these are uncontrollable environmental variables, understanding these issues and how they impact the marketing plan is essential.

Develop a brief presentation assessing the economic, legal, and political environments of your country.

Environmental Factors

  • Slide 1: Briefly describe the country’s history and its relevance to its current political, economic, and legal environment.
  • Slide 2: Describe the country’s government and any recent political developments that could affect doing business in this country.
  • Slide 3: Analyze the government’s activities regarding foreign investment in the country.
  • Slide 4: Identify any potential formal trade barriers that can affect your marketing strategy.
  • Slide 5: Identify any legal activities related to this country that can affect your business operations there.
  • Slide 6: Analyze any government, finance, and tax considerations that affect doing business in this particular country.
  • Slide 7/8: Evaluate the targeted country’s technological infrastructure and how this will impact your ability to promote, price, and distribute your product as efficiently and effectively as possible.
  • Slide 8/9: Explain and justify the demand for your product in this country and why you believe it will turn a profit for the company.
  • Slide 9/10: Write a final conclusion about why this country is the best choice for promoting your company’s product based on external factors related to the country’s economic, political, and legal infrastructure
 
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Explain and discuss the service process, including before, during, and after a purchase is made and from both sides of the line of visibility (see page 235 of your textbook)

Service Blueprint and Servicescape

refer to attachments to assist you in the assignment and please reach out with all questions.

**Absolutely No Plagiarism and Original

Work Only***

Evaluated largely according to how well you planned and organized your submission and applied relevant services marketing theories and methods in it. It will be very important that you present your work concisely. Please take careful note of and respect all page-length expectations, recognize that all assignments are to have a covering page, and use double-spaced typing, 1″ margins, and Times New Roman 12-point font or its equivalent. Please also note that page-length expectations exclude the covering page and, if applicable, references page(s) and all appendices.

Expected Length: 5 double-spaced pages, 12 pt. font. (plus interview questions/answers and service blueprint)

For this individual written assignment, you will be responsible for capturing, analyzing, and making recommendations concerning the service process for an actual service organization. For this individual written assignment, the service process for a service organization will be captured by a service blueprint,[1] defined as a “… picture or map that portrays the customer experience and the service system, so that the different people involved in providing the service can understand it objectively, regardless of their roles or their individual points of view” (Zeithaml, Bitner, and Gremler, 2013, p. 235). You will be responsible for accurately and exhaustively capturing, critically analyzing, and making recommendations for improving the efficiency and effectiveness of the organization’s service process. In addition, you are to accurately and exhaustively capture, critically analyze, and make recommendations concerning the service organization’s servicescape,which can be considered the physical setting of a service organization that “wraps” the service, conveys to consumers an external image of what is “inside,” and that (drawing from the field of environmental psychology) may be designed to evoke a particular sensory or emotional reaction in customers, employees, or both groups, through the interaction of many complex stimuli. Although it is not required, you are encouraged to focus your research on a small or medium-sized service organization that has a lean interpersonal structure (see page 282 of your textbook). Alternatively, you may study a specific part of an elaborate interpersonal service organization. It is important that your service organization has a physical facility with interior and exterior attributes.

To complete this assignment, it will first be necessary for you to obtain the consent of the owner, franchisor(ee), or other responsible employee of an organization in the service sector to create a service blueprint and to record the servicescape of that organization. Please be sure not to discriminate in your selection of an organization owner, franchisor(ee), or other responsible employee, except that the individual must be an adult, able to converse in English, and not decisionally impaired. To create your report, it will be necessary that you visit and personally observe the service process and make detailed notes and take pictures of the operations of the organization. When you are taking photographs of the organization, please avoid taking direct pictures of the owner, franchisor(ee), or other responsible employee of the organization as well as other individuals (e.g., customers).

In your written report, please:

·      Identify the organization, service(s), and the organization’s location and industry

o   Identify the title and role of the individual from whom you have obtained consent (i.e., organization owner, franchisor(ee), or other responsible employee)

§  For privacy reasons, the name of the individual is not particularly relevant to this assignment

o   Discuss the needs, preferences, and behaviors of typical and non-typical customers of the service organization and be sure to differentiate between minimum service requirements (i.e., the “adequate service level”) and what the organization does to exceed those requirements and to differentiate itself from the competition

§  It would be helpful to comment on the level of reliability or consistency at which the organization is able to meet the needs of its customers

o   It would be helpful if you would please comment on the level of competition within the particular industry you have identified

·      Explain and discuss the service process, including before, during, and after a purchase is made and from both sides of the line of visibility (see page 235 of your textbook)

o   It would be helpful for you to explain and discuss the service process from the perspective of both the customer and employee(s) involved in the service delivery process

§  Identify the key actions that customers and employee(s) must take for a successful service experience

§  Identify and describe potential failpoints (points in the process where problems may occur) and/or bottlenecks (points in the process where backups or slow delivery may occur) and suggest possible solutions/alternatives to address these (potential) problem areas;

·      Explain and evaluate the use of physical evidence by the organization

·      Explain the thoughts, feelings, and physical experiences the service organization intends its customers to have and evaluate the effectiveness of the organization’s efforts in this area

o   In an appendix, it may be helpful to show pictures of the interior and exterior of the physical premises

§  These pictures should be referred to in your report

·      Make three recommendations that the organization could implement to improve the effectiveness of its servicescape and service process in order to enhance the satisfaction of its customers

o   Recommendations should focus on the service process, servicescape, and use of physical evidence

To complement your analysis of the service process, please conduct an interview with the owner, franchisor(ee), or other responsible employee of the service organization and obtain responses to the following questions:

1.     What is the service (or, what are the services) that your service organization provides?

2.     What is the profile (in terms of needs, preferences, and behaviors) of your typical current customer? Apart from the typical customer, what other examples of customers’ needs, preferences, and behaviors have you noticed?

3.     What are the basic needs or minimum service requirements of your customers? How reliably are you able to meet these basic needs or minimum service requirements? In what specific ways do you exceed the basic needs or minimum service requirements of your customers? In addition, in what specific ways do you differentiate your service(s) from those offered by your competitors?

4.     How does service delivery occur (including before and after a purchase is made)? What aspects of the service delivery process do your customers see/hear/otherwise experience? What aspects of the service delivery process do your customers NOT see/hear/otherwise experience?

5.     What are the tangible elements (i.e., physical evidence) of the service delivery process? (Note to student: If the participant asks, please define physical evidence as the environment in which the service is delivered and where the organization and customer interact, as well as any tangible components that facilitate performance or communication of the service.)

6.     When customers are exposed to the interior and exterior of your physical premises, what thoughts, feelings, and physical experiences would you like them to have? What steps have you taken to ensure that customers actually have these desired thoughts, feelings, and physical experiences?

It is expected that, in your written report, you will make clear references to the interview responses you receive.

Please your reading pleasure, I have placed three useful resources in Module 4 which may be beneficial to you are you prepare this assignment. The two articles are:

·      Bitner, M. 1992. Servicescapes: The impact of physical surroundings on customers and employees. Journal of Marketing, 56(2): 57-71.

·      Bitner, M., Ostrom, A., & Morgan, F. 2008. Service blueprinting: A practical technique for service innovation. California Management Review, 50(3): 66-94.

·      Designing customer-focused service processes by Dr. Nancy Stephens of Arizona State University.

Please keep in mind that this is a formal business report. A professional-looking title page is expected.

[1] Your service blueprint should be prepared using Microsoft PowerPoint and should be submitted separate from your written report. I will provide a template on Blackboard which you are free (but not required) to use.

 
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Identify any historical data of the selected group and describe what role that culture or sub-culture plays on the groups consumer behavior

You have been asked by your organization to conduct research and prepare a paper regarding consumer groups and behavior. Select a particular consumer group that is of interest to you and analyze its demographics, psychographics, attitude, and lifestyle and make recommendations on a marketing campaign for the selected group. Specifically, your paper should:

  • Identify the demographics, psychographics, and lifestyle of the group
  • Identify any historical data of the selected group and describe what role that culture or sub-culture plays on the groups consumer behavior
  • Identify any group identifiers
  • Describe the role of group dynamics and the role that these groups play on consumer behavior of the selected group
  • Discuss the group’s decision-making process to include:
    • Explaining alternative evaluation
    • Describing what a company/product can do to improve sales
    • Explaining post-purchase dissonance and how it might affect sales
    • Recommending techniques for reversing alternative evaluation and post-purchase dissonance

Present your findings as a report of 6 pages (body of report) formatted in APA style.

Submitting your assignment in APA format means, at a minimum, you will need the following:

  • Title page: Remember the running head and title in all capital letters.
  • Abstract: This is a summary of your paper, not an introduction. Begin writing in third-person voice.
  • Body: The body of your paper begins on the page following the title page and abstract page, and it must be double-spaced between paragraphs. The typeface should be 12-pt. Times Roman or 12-pt. Courier in regular black type. Do not use color, bold type, or italics except as required for APA level headings and references. The deliverable length of the body of your paper for this assignment is 6–8 pages. In-text academic citations to support your decisions and analysis are required. A variety of academic sources is encouraged.
  • Reference page: References that align with your in-text academic sources are listed on the final page of your paper. The references must be in APA format using appropriate spacing, hang indention, italics, and upper- and lower-case usage as appropriate for the type of resource used. Remember, the reference page is not a bibliography, but it is a further listing of the abbreviated in-text citations used in the paper. Every referenced item must have a corresponding in-text citation.
 
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Create an ad for a new product called Coffee Beans. Coffee Beans is ground coffee that is sold at grocery stores and is considered a premium brand.

  1. Create an ad for a new product called Coffee Beans. Coffee Beans is ground coffee that is sold at grocery stores and is considered a premium brand. People can go to the grocery store and buy Coffee Beans and use it in their at home coffee makers. You will create a billboard ad using one power point slide. On the powerpoint slide you should create a slogan, describe the new product, and also list a selling price. You should also include a photo and make the power point slide look like a billboard as much as possible.
  2. Your ad/power point slide should include:
    1. Product name- Coffee Beans
    2. Company name (please make one up)
    3. Why the potential buyer should purchase the product or service.
  3. You will also create a one page summary discussing how you came to create this new product. Please describe the process from start to finish. Describe why you wanted to create a new coffee brand, why you chose a billboard as the main marketing plan, why it’s being sold in grocery stores, and why you think the product will be successful.

This paper requires 1 power point slide as the billboard ad and a one page summary. The slide and paper needs to be in APA format. The completed slide and paper is due in 24 hours.

 
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Discuss the differences between the marketing process and advertising, the goals of creating a strong customer value proposition, and the unique relationship that exists between company and customer.

Purpose of Assignment

Understanding marketing as a multi-step process relying on building successful customer relationships is essential to helping organizations grow and achieve their goals. This assignment defines marketing, the customer value proposition, and creating mutually beneficial relationships between the organization and target, as well as applies these concepts to the student to create a personal brand.

Assignment Steps

Resources: Week 1 textbook reading, Week 1 video, American Marketing Association Website, and University Career Center: Crafting Your Image

Scenario: You have just graduated from the University of Phoenix with your Bachelor’s Degree. You have decided either to seek a promotion at your current work, explore new career opportunities, or open your own business and are using your marketing knowledge to position yourself for career growth.

Develop a 1,050-word response to the following using the scenario above:

  • Provide a definition of marketing from the American Marketing Association. Define the customer value proposition. Discuss the differences between the marketing process and advertising, the goals of creating a strong customer value proposition, and the unique relationship that exists between company and customer.
  • Use your workplace, a company you would like to work for, or an entrepreneurial vision and apply the concepts of the customer value proposition and relationship marketing to their operations. Introduce who the company, or business idea is and what they do. Provide examples demonstrating how the company uses these concepts successfully. Are there any ways they can improve in these areas? How?
  • Determine how your own personal brand links to the organization’s customer value proposition. Discuss ways you can integrate a customer value proposition and use relationship marketing to position yourself the best. Please share examples to illustrate your thoughts and reasoning.

Cite a minimum of two peer-reviewed sources with at least one coming from the textbook, the Week 1 video, or the University Library.

Format your paper consistent with APA guidelines.

 
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