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1. The marketing plan has a profound effect on an organization’s marketing communications. It helps managers analyze and improve all company operations, including marketing and advertising programs. It defines the role of advertising in the marketing mix. It enables better implementation, control, and continuity of advertising programs, and it ensures the most efficient allocation of IMC dollars. Since marketing drives a company’s income, the marketing plan may well be its most important document. The marketing plan assembles relevant facts about the organization, its markets, products, services, customers, competition, and so on. It forces all departments to focus on the customer. Finally, it lists goals and objectives for specified periods of time and lays out the precise strategies and tactics to achieve them. https://d2vlcm61l7u1fs.cloudfront.net/media%2F6c1%2F6c1537a6-12b0-4440-b319-1ac0ce87f731%2Fphp15KMc5.png 2.Mountain Dew is a unique beverage that faces no direct competition as a carbonated, uniquely flavored, highly caffeinated beverage. With respect to its competition, it seeks to compete against the market leader—Coke. In Ad Lab 8-A, Trout and Ries suggest that out of every 100 companies, one should play defense, two should play offense, three should flank and 94 should be guerrillas. Defense involves fending off challenges to market share dominance, offense, involves direct attacks on the market leader, and flanking involves capitalizing on a segment no one is paying attention to. In light of these definitions, the ads for Mountain Dew suggest it is flanking. playing offense. playing defense. Two of these things. All of these things. 3.The Mountain Dew ads imply that the company is using which positioning approach as identified by Professor Ernest Martin? Product user Product competitor Product attribute Price/quality Use/application 4.Imagine that Mountain Dew decided it could become the dominant carbonated soft drink beverage. To beat Coca Cola, the company believes it must have a larger advertising presence (run more ads) than Coke. The best budgeting strategy to make sure it does this is share of market/share of voice. percentage of sales. doubling last year’s budget. matching Coke’s ad budget. increasing sales promotion activities. Roll over the items to read the hints to identify if the item is part of the marketing plan or a concrete example. Then, place the items in the appropriate space on the chart. Taylor’s beautiful shoes The beauihu deatCompany ioy Need-satisfying objectives Satisfy desire for beauty Company history Situation analysisMarketing tactics Sales-target objectives Marketing strategy | | sales growth of 15% Part of the Marketing Plan Activity Concrete example Create a factual statement of the organization’s current situation and how it got there Set specific targets for how much brand sales will Offer most beautiful line of women’s shoes develop the marketing mix for each target market Pay a music star to wear the shoe brand at the MTV Music Awards

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  1. The marketing plan has a profound effect on an organization’s marketing communications. It helps managers analyze and improve all company operations, including marketing and advertising programs. It defines the role of advertising in the marketing mix. It enables better implantation, control, and continuity of advertising programs, and it ensures the most efficient allocation of IMC Dollars. Since marketing drives a company’s income, the marketing plan may well be its most important document. The marketing plan assembled relevant facts about he organization, it’s market, products, services, customers, competition, and so on. It forces all departments to focus on the customer. Finally, it lists goals and objectives for specified periods of time out the precise strategies and tactics to achieve them. Roll over the items to read the hints if the item is part of the marketing plan or a concrete example. Then, place each item in the appropriate space on the chart. https://media.cheggcdn.com/media%2Fd8a%2Fd8af4137-8443-4056-85eb-a1ff339cfe15%2Fimage Need-satisfying objectives Sales-target Taylor’s beautiful shoes Company history Marketing tactics Satisty desire for growth of 15% Situation analysisThe beautiful shoe* Marketing strategy Part of the Marketing Concrete example Activity Plan Create a factual statement of the organization’s current situation and how it got there Set specific targets for how much brand sales will increase next year Offer most beautiful line of women’s shoes Identify the target market, determine the position develop the marketing mix for each target market Pay a music star to wear the shoe brand at the MTV Music Awards
  2. hat You are an executive for a large organization t provides services to state and federal agencies A software development firm approached you with an offer to implement new software that might give your organization a strategic advan tage by reducing the service delivery cycle by several days. What would you do to avoid putting your organization on the “bleeding edge” while still considering the new software? When a software developer creates a de facto standard (i.e., not the official standard, but some- thing so widely used that it becomes a standard) it has monopolistic power. Should governments ventut onin people for funds? ” What an tion contr software Can you think of any other first gies that might replace satellite rad g much of the mark io? Applying Concepts audience for the product? What sh company’s major goal in the first years: profit, market share, user base, ical improvement, or perhaps havir sales force in this industry? Should the give anything away? Prepare a detailat enumerating and explaining your 34 Although Apple Computer Inc. introduced a per- sonal computer and software that was superior to those produced by IBM and other companies, it failed to capture the lion’s share of the PC market. However, it did capture a large share of several markets: the digital music player, cell phone, and tablet. Complete some research. What was the difference in the company’s approach to the two types of products? What is your conclusion regarding the proper approach when developing a new digital product? twg 37. You are a software-marketing expert, A ware development firm has hired you to on pricing and marketing strategies of its application. After some research, you that the firm can be successful either b a high unit price (in which case, probably businesses would purchase licenses to applicationl, or at a very low price, which be attractive to many individuals and You estimate that by the end of the sixth the marketing effort competing software wil b offered, which will bring the number of urits so to zero. For alternative A, the price would be S 35. Prepare a brief essay that includes an example of each of the following strategic moves: raising barriers to entrants (Hint intellectual property. establishing high switching costs, creating a new product or service (Hint the web), and establish ing alliances. The examples do not necessarily have to involve IT. Do not use examples already presented in the text. You may use examples from actual events or your own suggestions but the examples must be practical. A publishing company wants to publish electronic books that can be downloaded and read on both tablets and electronic readers. At least two firms have developed e-book technologies that the publisher can adopt. The publisher hires you as a strategic consultant. Write a report explaining the strategic moves you suggest. What would you advise the company to do: try to develop its own e-book reader or purchase a license for existing technology? Who should be the initial target per license, and you expect 600 adopters in the first year and an annual growth of adopters of 50 percent. For alternative B, the price would ba $25, and you expect 25,000 adopters in the first year and an annual growth of adopters 5 percent. Use a spreadsheet application to oa culate revenue, and tell the firm which strategy expected to bring in greater revenue. Enter h prices and number of first-year adopters for alternative only once, each in a single cel, and use absolute referencing to those cells 62 The Information Age
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  4. Marketing helps a company gain competitive advantage and market share Research a national or international medical company that has a competitive advantage Summarize your findings . What specifically has made this program, product, or service a unique or different offering than others in the industry? For your healthcare organization or one you know well, what would you describe is the organization’s competitive advantage in their marketplace? . .