Write an analysis of all the aspects of promoting a selected product or service, including promoting to the customer and other promotional audiences. There is no page limit for this assessment.
The promotional aspect of marketing seeks to develop a communication plan that effectively tells the target customers what they need to know about the product or service.
By successfully completing this assessment, you will demonstrate your proficiency in the following course competencies and assessment criteria:
Competency 2: Relate the importance of an integrated marketing program to the economic impact of a business.
Explain how an integrated communication aspect of a company’s integrated marketing program contributes to a company’s economic success.
Competency 4: Apply effective marketing planning and implementation.
Analyze a company’s communications strategy.
Assess potential improvements to a company’s promotional strategy.
Competency 5: Develop a sales plan.
Analyze promotional components of a sales approach.
Competency 6: Evaluate management implications of marketing and sales plans.
Describe the impact on management from proposed changes in a product’s promotion strategies.
To deepen your understanding, you are encouraged to consider the questions below and discuss them with a fellow learner, a work associate, an interested friend, or a member of the business community.
Based on the research you have completed, what is your opinion of the brand equity for REI and its competitive positioning in the marketplace? What competitive factors are in play for REI?
If you search the Internet for information on customer relationship management (CRM), you will find a wide range of CRM vendor sites. Consider how such a tool might be used, or is used, in the marketplace you work in. If you were to participate in the decision-making process for adopting a CRM vendor, what features would you find most useful?
For this assessment, consider that you work as a marketing analyst for a consulting firm. You were previously asked to develop an analysis white paper to be used for marketing purposes to showcase the firm’s consulting capabilities, and your manager and the firm’s marketing team was impressed with your work. As a result, your manager asked you to create another analysis white paper to also be used for marketing purposes, with a goal of highlighting the firm’s consulting capabilities for each of the “four Ps” of product, place, price, and promotion.
Analyze the fourth “P,” promotion, for a product or service. You can use the same product you used for the previous assessments, or you can choose another organization, product, or service.
Your analysis should cover all the aspects of promoting the product or service, including promoting to the customer and other promotional audiences. Address the following in your analysis:
Analyze the company’s communication strategy in relation to the intended customer or promotional audiences. As part of that, indicate:
Who are the intended customers?
Who are the promotional audiences?
What are its communication channels and media tools?
How does the company use social media in its promotion of the product or service?
Who represents the product or service?
Explain how the integrated communication aspects of the company’s integrated marketing program contribute to the company’s economic success in relation to its competition in the marketplace.
Analyze promotional components of the sales approach and explain how they support the sales process. As an example, salespeople for an IT product might need to educate the customer about the product as part of the sales cycle. What works? What does not work?
Propose potential improvements to the company’s promotional strategy and justify those changes based upon identified weaknesses or opportunities.
Describe how your recommendations regarding the promotion strategy might impact management in the company. For example, are there issues related to how and when your recommendations should be implemented? Suggest ways of addressing potential implementation challenges from your recommendations.
Based on your executive audience, your case study should be well organized and written in clear, succinct language. Follow APA rules for attributing sources that support your analysis and conclusions.
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