1. On Promotion -
a. Provide a concise and precise overview of the five elements of the promotion mix as they apply to your project company.
Advertising: any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor.
Sales promotion: short-term incentives to encourage the purchase or sale of a product or service.
Personal selling: Personal presentation by the firm's sales force for the purpose of making sales and building customer relationship.
Public relations: Building good relations with the company's various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events.
Direct marketing: Direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships.
i. Additionally, how might the leveraged sales approach strengthen your current sales strategy? Be specific to your project company.
Apple Company iPhone 6
A leveraged sales force - a sales force redesigned for optimal use in a multichannel selling environment - is one that is oriented towards:
Narrow participation in the marketplace
Greater emphasis on acquiring and building key account relationships
Integration with other channels to increase productivity
b. When launching a new brand, we discussed in lecture that it is best to build the brand first with PR, and then sustain it with advertising if necessary. Explain this reasoning by providing support from the readings. In essence, provide a specific overview of your promotion strategy - what are the aims and what are you going to do to 'communicate' your value proposition?
The position of the iPhone 6 in the smartphone market will aim at the winning more customers. Large companies with different products such as Apple have a larger number of customers, and it does not target a particular consumer segment. Because of its buyers, both the iPhone 6 users and the network operators will be targeted since they crave for the latest frills the iPhone 6. This will create a higher demand for the iPhone 6 until another version of the iPhone is introduced.
2. On the Global Marketplace -
BE SURE USE APPLE COMPANY AND IPHONE 6 TO ANSWER THE QUESTION
a. Defend or reject or modify Levitt's bold assertions below on the nature of the global firm. Consider your marketing plan company as a reference point to help build your discussion.
i. The world's needs and desires have been irrevocably homogenized. This makes the multinational corporation obsolete and the global corporation absolute.
ii. Technology drives consumers relentlessly toward the same common goals - alleviation of life's burdens and expansion of discretionary time and spending power.
iii. Cultural preferences follow one of two paths: they eventually lose relevance to economic decision making, or they diffuse to other groups and become the substance of global trends.
b. Lastly, identify and discuss the main globalization opportunity or challenge impacting your project company. What must be done to strengthen the global position of your company's brand?