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Assume that you have recently been hired by a firm that manufactures furniture.
Assume that you are the director of marketing for a firm that manufactures cleaning chemicals used in industries.
Assume that you are a member of the marketing department for a firm that produces several brands of household cleaning products.
Describe the role of sales managers. What key functions do they perform? Why is follow-up after the sale so important in relationship selling?
Explain some of the different types of trade sales promotions marketers frequently use. What is direct marketing?
When low-cost carrier JetBlue Airways began operations in 1999, it promised customers cheap fares combined with exceptional service.
Present your ads to your class. Explain your ad execution and the reasons for the various decisions you made in developing the ads.
Some critics denounce PR specialists, calling them “flacks” or “spin doctors” whose job is to hide the truth about a company’s problems.
What are some examples of products for which this has occurred? How do you think companies can prevent this?
User-generated content (UGC), also known as consumergenerated media (CGM) includes online consumer comments.
Today, advertisers are spending less on mass media advertising and more on alternative media, that is, online, mobile, entertainment.
Some people are turned off by advertising because they say it is deceptive or offensive, that it creates stereotypes.
Because of concerns about the effectiveness of mass media advertising, more and more firms are using product placements.
Firms are increasing their use of search engine marketing in which they pay search engines such as Google and Bing for priority position listings.
Describe how the message is executed. Discuss what is good and bad about the ad. Do you think the ad will be effective? Why or why not?
Watch three of your favorite TV programs. While you watch the programs, take notes on each product placement in the programs.
Many consumers are highly critical of advertising. In order to better understand this, conduct a short survey of (1) your college classmates.
Why are these steps in the creative selling process that occur before you ever even contact the buyer so important to the sale?
Assume that you are the head of PR for a regional fastfood chain that specializes in fried chicken and fish.
As an account executive for an advertising agency, you have been assigned to a new client, a company that has developed a new energy soft drink.
What are the some of the objectives of PR? Describe some of the activities that are part of PR.
One of the important benefits of social media such as Facebook and Twitter is that they allow marketers to learn what consumers are saying about their brand.
Use of buzz-building and social media activities Then, in a role-playing situation, present your recommendations to your boss.
Many firms today are using a variety of buzz-building activities to encourage word-of-mouth communication about their products.