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MKT 571 Complete Week 5 NEW .pdf


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MKT 571 Complete Week 5 NEW

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MKT 571 Complete Week 5 NEW

MKT 571 Week 5 DQ 1 NEW
Complete the Online Marketing Simulation in MyMarketingLab®.

MKT 571 Week 5 DQ 2 NEW
Marketing Events and Supplemental Conversations
What are some of the events that caught your eye during the past week, and what are the marketing
implications of those events? Discuss the strengths and the room for improvement in what you have
noticed.

MKT 571 Week 5 DQ 3 NEW
Marketing Communications
Identify two current commercials airing on television or the Internet today. Describe the commercials, and
include links to them. Do you think these advertisements are effective from a branding standpoint? Why or
why not?

MKT 571 Week 5 DQ 4 NEW
Marketing Communications
Marketers are developing branded Web series to get consumers involved with their brands. One successful
series is “The Real Women of Philadelphia” from Kraft (www.realwomenofphiladelphia.com). Fans can watch
videos of professionals making delicious, simple recipes with one common ingredient—Philadelphia Cream
Cheese, of course! The site features a recipe contest, and entrants even get training on how to photograph
their entries to make them look as yummy as possible. Visit this Web site and find two other branded Web
series. Critique the sites and describe how viewers interact with the Web sites.

MKT 571 Week 5 Individual Client Pitch Presentation NEW
Select a current product with which you are familiar, and pitch a new Integrated Marketing Communication
plan (IMC) to your client.
Create a Microsoft PowerPoint presentation of 8-10 slides that includes the following components:
• Identify how your IMC plan is new and improved including the benefits you focus on and the target
market.


Discuss the changes to your positioning strategy.



Discuss any considerations you will need to employ to build and maintain the brand and customer loyalty.

• Create a print ad and a video broadcast for the product based on your new strategy (YouTube TM, video,
or PowerPoint storyboard is acceptable). This must be integrated into the PowerPoint.
• Include speakers' notes to clarify the information in your presentation and provide supplemental
explanation.
Be sure to read the rubric for guidance on how the paper will be graded.
Click the Assignment Files tab to submit your assignment. You are submitting only one PowerPoint
presentation

MKT 571 Week 5 Learning Team Deliverable State Branding NEW
Branding is not just for products and services--states are getting in on the action, too. One of the most
recent examples of state branding comes from Michigan with its "Pure Michigan" campaign, resulting in
millions of dollars of tourism revenue. Other famous place branding campaigns include "Virginia is for
Lovers," "Florida--the Sunshine State," and "What Happens in Vegas Stays in Vegas."
Come up with a new brand identity proposal for one of your states. Present your idea and explain the
meaning you are trying to convey.
Justify your brand identity.
Team discussion question responses should be a minimum of 500 words in one submitted paper.

I expect your discussion question responses to reflect critical thought, and not focus on quotes from the
reading. Whenever possible, please try to relate the course content to real-world applications from your
work experience.
All team members need to submit the peer evaluation form found under the student materials for your team
paper learning team evaluation.
A peer evaluation is due on the same date as each team assignment.
Submit the peer evaluation hrough your private messages

MKT 571 Week 5 Quiz NEW

1.) What function does a company's public relations department perform when it promotes understanding of
the organization through internal and external communications?
Press relations
Product publicity
Corporate communications
Counseling

2.) Rachel and Josh are on vacation in Hawaii. When they arrived at the hotel, they were offered chilled juice.
Their check-in formalities were handled by the staff. When they entered their room, they saw that chocolates
had been placed on the pillows and a flower arrangement on the table. The hotel's actions are an example of
customer lifetime value
customer value analysis
a customer touch point
customer perceived value

3.) Selective price cuts, intense promotional blitzes, and occasional legal action are commonplace in the
strategic design of
a bypass attack
a frontal attack

an encirclement attack
guerilla warfare

4.) An insider trading crisis for an organization is what type of public relations crisis?
Intentional event
Unintentional event
Act of nature
Act of upheaval

5.) Which of the following circumstances are best suited for the use of personal selling?
When there is minimal risk involved in buying or using the products
When the market has fewer and larger sellers
When prospective customers are spread across a wide geographic area
When the products used are simple and easy-to-use

6.) ________ is based on the premise that marketers can no longer use interruption marketing via mass
media campaigns.
Database marketing
Relationship marketing
Internet marketing
Permission marketing

7.) When Starbucks introduced its Tazo Tea line to bring in new customers who had never gone to Starbucks
because they don't drink coffee, Starbucks was employing a ________ strategy.
new-market segment
geographical-expansion
market-penetration

niche identification

8.) ________ is finding the most cost-effective media to deliver the desired number and type of exposures to
the target audience.
Copy testing
Media selection
Media scheduling
Content analysis

9.) Total customer satisfaction is measured based on the relationship of
expected value and total customer benefit
past experience and present experience
perceived performance and expectation
advertised outcomes and real outcomes

10.) In order to help anticipate public relations crises it’s important to think about the possible events that
could occur and the appropriate management response. This is often referred to as
preventative planning
imagining the risk
dreaming about the future
imagining the worst

11.) Which of the following equations accurately describes the total number of exposures (E) of an
advertising message through a given medium?
E = reach * frequency * impact
E = frequency / reach
E = (reach * frequency) / impact

E = reach * frequency

12.) TBS Bikes has recently introduced a series of bikes called Surami. The core positioning of TBS Bikes is
"speed". Surami is a five-gear bike and, apart from speed, the company promises to include other features
such as safety, good performance, and pollution control features. This describes the ________ of the bike.
value-delivery system
value proposition
total customer cost
customer-perceived value

13.) ________ is an aggressive maneuver where the firm attacks first, perhaps with guerrilla action, across
the market, keeping everyone off balance.
Contraction defense
Flank defense
Preemptive defense
Position defense

14.) Mountain Dew is a brand known for sponsorships of adventure events such as snowboarding and
skateboarding competitions. What is the most likely objective of Mountain Dew's sponsorship of these
events?
To create perceptions of key brand image associations
To express commitment to the community or on social issues
To enhance corporate image
To entertain key clients or reward key employees

15.) Which of the following statements correctly reflects a characteristic of public relations as a marketing
communications tool?
Public relations communications can be prepared to appeal to the addressed individual.
Given their live, real-time quality, public relations tools are more actively engaging for consumers.

They incorporate some concession, inducement, or contribution that gives value to the consumer.
Public relations can reach prospects who prefer to avoid mass media and targeted promotions.

16.) Companies provide rewards to customers who buy often and in substantial amounts. These reward
schemes are referred to as
quality programs
benefit programs
frequency programs
satisfaction programs

17.) When a consumer considers a product or service, he or she will choose whichever product or service
delivers the highest
customer-perceived cost
customer-perceived value
customer equity
customer lifetime value

18.) Which of the following benefits is offered by sales promotion tools?
They can reach prospects who prefer to avoid mass media and targeted promotions.
They are typically an indirect form of soft-sell and hence, better received by customers.
They allow buyers personal choices and encourage them to respond directly.
They incorporate some concession, inducement, or contribution that gives value to the consumer.

19.) When dealing with a public relations crisis, a _____ can be a useful online tool to communicate with
internal stakeholders.
crisis site
public site

dark site
white site

20.) Under which of the following conditions is the frequency the most important factor in media selection?
When there is high consumer resistance to the product
When going into undefined target markets
When launching infrequently purchased brands
When introducing flanker brands

21.) Which of the following factors forms the basis of assessing sponsorship activities through supply-side
methods?
Extent of media coverage
Impact on sponsor’s bottom line
Consumers’ brand knowledge
Brand exposure reported by consumers


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