Part I:
Choose a firm that uses several different types of marketing communications to promote their products-a firm that no one else has discussed yet. Please write and post your essay addressing the following:
(a) Identify the firm and products you have selected to discuss. There are many ways a firm could promote its products. Different firms approach the management of promotion (and integrated marketing communications) in different ways. Why is this? Briefly explain using the firm you have selected and/or its competitors to illustrate your thinking.
(b) List and describe a process you would recommend to your selected firm to use in designing their promotion strategy. Break it down to a step-by-step process and briefly describe each step.
(c) Describe your selected firm's current promotion mix.
(d) If you were a marketing communications consultant what would you recommend for your selected firm to change about their marketing communications? Give at least three (3) brief recommendations. Give reasons and/or examples for each of your recommendations. List your recommendations in order of what you feel is most important to do first, second, and so on.
Part 2:
Personal Selling Topic: Choose a firm that you would like to work for (other than the firm you currently work for)-a firm that no one else has discussed yet. Please write and post your essay addressing the following:
(a) Getting a job at a firm involves a professional sales process. You have to "sell" your self and the service you could provide. It is analogous to the "B2B" market development problem of "selling" a multi-year contract to a new account. Identify the firm you have selected to discuss. List and describe a process you would recommend to get a job with your selected firm. Break it down to a step-by-step process and briefly describe each step. Give reasons.
(b) Assume you have arranged a short "information interview" or "networking type" first meeting with a lower-level "subordinate" person at your selected firm. They do NOT have the power to hire you, but have worked in a low-level position for a few years in a department that you are interested in at the firm. Describe how you would position yourself and the key points you would discuss in your "discussion (sales presentation)" with this possible future subordinate.
(c) Assume you have arranged a short "information interview" or "interview type" meeting with a higher-level person, who may be a hiring manager, at your selected firm. Describe how you would position yourself and the key points you would discuss in your "discussion (sales presentation)" with this manager.
(d) Describe the top 3 "objections" you might anticipate from a possible hiring manager and describe how you will handle each. Give reasons why.