Expert answer:Competitive Advantages through Online Promotion (D

  

Solved by verified expert:Module 2 Discussion According to the following article, about 77% of luxury advertisers are expected to increase their investments in online marketing in 2012: http://www.marketingprofs.com/charts/2012/8806/luxury-brands-boosting-online-marketing-spend#ixzz28gVdyP98In addition, Manta’s Small Business Survey found that 78% of surveyed online small business achieved at least 25% of their new business leads via online and social channels in 2012.Read more: http://www.marketingprofs.com/charts/2012/8966/9-in-10-online-small-businesses-network-online-8-in-10-gain-new-business#ixzz28gWpw1hhQ. What do you think of the effectiveness of online marketing? How could the firms use online marketing channels to gain competitive advantages?Note: Please check the Discussion grading rubrics to better understand the requirements for Discussions.APA Citation Use Credible sources for references
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Rubric Assessment
Rubric Name: MBA/MSHRM/MSL Discussion Grading Rubric – Timeliness v1
Criteria
Level 4 – Excellent Level 3 – Proficient Level 2 – Developing Level 1 – Emerging
4 points
Quality of Initial
Posting (first
discussion only)
Initial posting
reveals a clear
understanding of all
aspects of the
threaded discussion
question; uses factual
and relevant
information;
and demonstrates full
development of
concepts.
6 points
Responded to the
required number of
students and to the
Quality of Responses professor, if
to Classmates
appropriate, for
every discussion.
Demonstrated
analysis of others’
posts; extends
meaningful
discussions by
3 points
Initial posting
demonstrates
legitimate reflection
and answers most
aspects of the
threaded discussion
question; full
development of
concepts is not
evidenced.
5 points
Responded to
almost all of the
required students
and to the professor,
if appropriate, for
every discussion.
Provided comments
and new
information to other
posts; not all
responses promote
2 points
Initial posting
demonstrates some
reflection and
answers some aspects
of the threaded
discussion question;
Limited development
of concepts is
evident.
1 point
Initial posting was
not on topic; the
response was
unrelated to
threaded discussion
question; and post
demonstrated only
superficial thought
and poor
preparation.
4 points
Responded to some
students and to the
professor, if
appropriate, for every
discussion. Little
depth in response;
agreed or
acknowledged one
other classmate’s
initial posting.
3 points
Did not respond to
any student or the
professor.
building on previous further discussion of
peer posts and
the topic.
offering alternative
perspectives.
3 points
2 points
1 point
Reference to
Refers to and
Supporting
properly cites either
Readings/Information
course and/or outside
Literacy
readings in both
initial posting and
responses to peers.
4 points
Critical Thinking
Timeliness
Refers to and
properly cites
course and/or
outside reading in
initial posting only.
3 points
Makes some
reference to assigned
readings with some
citations or cites
questionable sources.
0 points
Makes no reference
to assigned readings
without citations or
cites questionable
sources.
1 point
2 points
Demonstrates
mastery
conceptualizing the
problem; viewpoints
and assumptions of
experts are analyzed,
synthesized, and
evaluated; and
conclusions are
logically presented
with appropriate
rationale.
Demonstrates
considerable
proficiency
conceptualizing the
problem; viewpoints
and assumptions of
experts are
analyzed,
synthesized, and
evaluated; and
conclusions are
presented with
necessary rationale.
Demonstrates partial
proficiency
conceptualizing the
problem; viewpoints
and assumptions of
experts are analyzed,
synthesized, and
evaluated; and
conclusions are
somewhat consistent
with the analysis and
findings.
3 points
2 points
1 point
Demonstrates
limited or poor
proficiency
conceptualizing the
problem; viewpoints
and assumptions of
experts are
analyzed,
synthesized, and
evaluated; and
conclusions are
either absent or
poorly conceived
and supported.
0 points
Overall Score
Initial post occurs in
a timely manner (1 –
3 days into module)
allowing ample time
for classmates to
respond and engage.
Initial post occurs
later (4 – 5 days into
module) allowing
limited time for
classmates to
respond and engage.
Level 4
18 or more
Level 3
16 or more
Initial post occurs
Initial post occurs
substantially late (6-7 after the first week
days into module)
of the module.
allowing minimal to
no time for
classmates to respond
and engage.
Level 2
14 or more
Level 1
0 or more
Module Overview
The Marketing Mix: Promotion
In the Module 2 SLP, you will continue to work on the charge
you chose for the marketing plan by conducting SWOT
analysis. In this module, we will also focus on
promotion. This includes all areas of promotion: advertising,
sales promotion, public relations, publicity, and personal
selling.
By way of introduction, here is a thought-provoking e-mail
sent by Dr. Stan Shapiro to Trident University students on
Nov. 2, 2003:
“Advertising is all around us and people like to comment
and/or complain about it all the time. But now two quick
questions: First, in the U.S., how do you think total spending
on advertising compares with what’s spent on sales-forcerelated activities? Do you think, all told, marketers spend
more on sales or advertising?
“Unless you said total spending on sales is 8 to 10 times
greater than total spending on advertising, you would be
wrong. Obviously, the proportions differ by company and
product line, but, overall, sales-related expenses are many
times greater than all that advertising we talk about. Also,
don’t fail to recognize the relative importance of all forms of
sales promotion as compared to paid media advertising.
Even the firms that you most often see advertising on
television are now, on average, spending as much on
various forms of sales promotion as they are on all forms of
paid advertising combined.
“One final point: Different companies, selling directly
competing brands, may use very different promotional
mixes. Some rely more on advertising while others rely on
cents off deals and coupons. Still others give promotional
allowances to retailers, expecting them to provide the actual
promotional effort. They may use different advertising
appeals (speed vs. safety for cars), different media mixes
(TV vs. magazines), and also spend very different
percentages of their total sales on promotion. This happens,
of course, because there is no obviously ‘best way’ to
promote cars or cosmetics. What everyone attempts to do,
however, is to develop a promotional program that they
believe will encourage the firm’s intended target market to
buy its product.”
In the module, you will examine a traditional promotional
mix:





Advertising (including TV, radio, magazines, newspapers, and billboards)
Personal Selling
Sales Promotion
Public Relations
Publicity
You will also examine up-and-coming electronic media such
as cell phone & Web page advertising.
Promotion, which sometimes is thought of as the “sizzle” or
the “showbiz” in the marketing mix, is also often confused
with the whole of marketing, so let’s give it its due.
As you will see in the last exercise in the Case Assignment,
a lot of attention is properly given to the creative side of this
activity, particularly in advertising. The ability to evoke an
emotional response—to portray a powerful or memorable
image, to come up with “the big idea”—is equivalent to a
home run in baseball.
We are often impressed by what artists and copywriters
come up with. But that experience has occasionally been
chastened by disconnects with marketing strategies—the
failure to consider audience targets and salient attributes,
and, most importantly, to set and reflect objectives.
So, without discounting the value of “home runs,” we want to
stress the importance of marketing “small ball,” the
equivalent of pitches in the strike zone, solid defense,
getting on base, and intelligent base running.
Therefore, we have to start any discussion of promotion
strategy with a reminder of the importance of keeping the
overall game plan in mind: how our customers are
segmented, the targets we want to reach, and the
positioning points that are most important in those
customers’ buying decisions.
Next, within the framework of those basics, we want to
identify our objectives, both in terms of an overall campaign
and for each specific element of that campaign. While some
efforts are clearly intended to increase sales (such as a
price promotion for the holiday season), we sometimes want
simply to inform an audience about some competitive
attribute or only to build brand awareness in a promising
segment.
MBA reasoning about what does or doesn’t constitute an
effective promotion often turns on the concept of ROI (return
on investment): the profit that can be attributed to a specific
investment. However, that calculation often depends on
some indirect relationship that connects net sales revenues
to the achievement of a non-monetary objective. Accordingly
we need to be sensitive to (1) the prospect that a direct
measurement may be impossible and (2) the need to at
least estimate the impact of, say, knowledge about a brand’s
qualities to the likelihood of purchase.
Another issue to stress is the importance of integrating
marketing communications efforts. You’ll note that
“promotion” includes personal selling, public relations, and
sales promotion as well as advertising. As we determine
which of these is best suited in terms of cost/effectiveness to
carry a message, we also want to ensure consistency in the
messages conveyed through each approach. For example,
a heavy-duty price promotion is not consistent with a brand
position based on some non-price attribute.
Finally, a comprehensive understanding of promotion will
encompass the various agents involved in delivering
messages effectively—adequate training for the sales force
and credible advertising media. And, as we become
increasingly dependent on the Internet and social media,
control of the message becomes more important than when
we could simply depend on internally generated reports and
Nielsen indices to tell us how we were doing.
In conclusion, strategic management of promotion involves
right-brain activities, to be sure, but don’t overlook the leftbrain contributions required to win ball games.
Module 2 – Reading Background
PROMOTION MANAGEMENT & SWOT ANALYSIS
The following reading list provides background
information on promotion and marketing
communication.
Marketing communications (n.d.). Lesson store.
MarketingTeacher. Retrieved
from http://www.marketingteacher.com/lesson-store/#marketingcommunications
Promotion (n.d.). Lesson store. MarketingTeacher.
Retrieved from http://www.marketingteacher.com/promotion/
Promotion decisions (n.d.). KnowThis. Retrieved
from http://www.knowthis.com/principles-of-marketingtutorials/promotion-decisions/
Promotion strategies (n.d.). LearnMarketing. Retrieved
from http://www.learnmarketing.net/promotion.htm
What is digital marketing? (n.d.). Lesson store.
MarketingTeacher. Retrieved
from http://www.marketingteacher.com/lesson-store/#digitalmarketing
The following articles explain and illustrate the role of
promotion in marketing decisions:
Beltrone, G. (2012). Ad of the day: J.C. Penney – Peterson
Milla Hooks brings its poppy visual style to the retailer’s big
new rebranding effort. Adweek (February 3). Retrieved
from http://www.adweek.com/news/advertising-branding/ad-dayjcpenney-137988
Comstock, B., Gulati, R., & Liguori, S. (2010) Unleashing the
power of marketing. Harvard Business Review, 88 (10), 9098.
Jargon, J. (2012). ‘Super Size Me’ Generation Takes Over
at McDonald’s. Wall Street Journal. (March 8):A1.
Perner, L. (n.d.). Integrated Marketing
Communication. Introduction to Marketing. Marshall School,
USC. Retrieved
from http://www.consumerpsychologist.com/intro_Promotion.html
This article speaks to the limits of promotion:
Burkitt, L. (2011). A Chinese Brand Flounders in US. Wall
Street Journal (December 20):B1.
These articles discuss online/mobile promotion:
Lopez, R. (2012) Sevenly hopes to change the world one tshirt at a time. Los Angeles Times(January 25).
Mac, A. (2012). How to lose friends and alienate Twitter
followers: 5 stupid social media mistakes.Fast
Company (March 1). Retrieved
from http://www.fastcompany.com/1822211/how-to-lose-friendsand-alienate-twitter-followers-5-stupid-social-media-mistakes
The millennial generation research review. (2012). U.S.
Chamber of Commerce Foundation. Retrieved
from https://www.uschamberfoundation.org/reports/millennialgeneration-research-review
Mobile marketing: Location matters – but how much?
(2012). Knowledge@Wharton (March 9). Retrieved
from http://knowledgetoday.wharton.upenn.edu/2012/03/mobilemarketing-location-matters-but-how-much/
Reda, S. (2012). Social gets down to
business. Stores (March). Retrieved
from https://nrf.com/news/retail-trends/social-gets-down-business
Stranahan, S.Q. (2011). Keeping up with posts and tweets
down east. New York Times (December 7).
Check these Links on managing marketing information
and research method:
Managing Marketing Information. (2014). Pearson Learning
Solutions, New York, NY. Retrieved
from http://www.pearsoncustom.com/mctcomprehensive/asset.php?isbn=1269879944&id=12113
Managing Marketing Information (Audio). (2014). Pearson
Learning Solutions, New York, NY. Retrieved
from http://www.pearsoncustom.com/mctcomprehensive/asset.php?isbn=1269879944&id=11524
These Web pages explain SWOT Analysis:
SWOT financial analysis (n.d.). eHow. Retrieved
from http://www.ehow.com/facts_6767740_swot-financialanalysis.html#ixzz1kiZaabG4
SWOT Analysis (2012). Investopedia. Retrieved
from http://www.marketingteacher.com/wordpress/swot-analysis/
SWOT Analysis (n.d.). MarketingTeacher. Retrieved
from http://www.marketingteacher.com/swot-analysis/
This Web page explains that (1) Strengths and Weaknesses
are internal to the firm forces that determine the financial
health of a product or company (and gives examples of
Strengths and Weaknesses), and (2) Opportunities and
Threats are external to the firm forces that determine the
financial health of a product or company (and gives
examples of Opportunities and Threats). At the very bottom
of the page are links to examples of SWOT marketing
analyses.

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