Marketing

Q1. The Ferrari F8 Tributo https://www.ferrari.com/en-US  This link will take you to Ferrari’s site form there click on autos and select the Tributo after the video scroll down to see the car details. Please navigate to the Ferrari website. Again, Google is a good source of product information. Please write a positioning statement for this super car and discuss the TA, FOR and UPD issues associated with this car. I would organize by the format presented for Assignment 2, but in addition answer the following question. Why does Ferrari produce a car like this?     Q2 – Pure Poison https://www.dior.com/en_us/products/beauty-Y0083201-poison-eau-de-parfum? gclid=EAIaIQobChMIjLDmqr764AIVlRx9Ch0mBgXXEAAYASAAEgKY_PD_BwE&gclsrc=aw.ds Please use the above link to review the details associated with the above women’s fragrance. Write a positioning statement and review the CB theories associated with TA, FOR, and UPD for this popularly priced product. Please consider the value of this item to the Dior line. What is it? Is operant conditioning a key component to the sale of this item? Why or why not?

Required Instruction in word doc attached. Course Name: Marketing In Internet Assignment: E-marketing Chosen Company: Hisense Electronic company

Select a product of your choice and write a story about that product. Do not pick any apple products. Example of products: Samsung Galaxy, Toyota Camry, Jaguar XF. Discuss the life story of the product using different marketing concepts in the course. Grading will be done based on how a student integrates concepts more than the length of the report. MAX length of the report – 2000 words. Here is every marketing topic covered in the course for reference:  Importance and scope of Marketing Core Marketing Concepts New Marketing Realities Holistic Marketing Philosophy Affect of Marketing on Customer Value Strategic Marketing Planning Components of Marketing Plan 2. Demand States 3. New Marketing Realities 4. Holistic Marketing Decisions 5. Marketing and Customer Value 6. Marketing Plan 7. Product Orientation v/s Market Orientation Forecasting Scope of Marketing Research Steps in Marketing Research Metrics for Measuring Marketing Productivity Segmenting Markets Consumer Segmentation vs Business Segmentation Requirements of Effective Segmentation Different Levels of Market Segmentation Concepts of Customer Value, Satisfaction, and Loyalty Lifetime Value Customer Management Consumer Behavior Buying Decision Process B2B Buying Behavior Institutional and Government Buyers International Markets Difference of Global in Marketing Brand Positioning Brand Differentiation Approaches of Positioning Differences between Small and Big Businesses Value of Brands Measurement of Brand Equity Difference between Brand, Customer and Store Equity New product development Product life cycle management Strategies for different stages of product life cycle Product differentiation New service realities Service quality measurement and management Product discontinuation pricing process Differences between pricing of products and services Linkage between marketing channel system and value network E-commerce vs M-commerce Marketing channel conflicts Types of marketing intermediaries Future of retailing Role of Marketing Communications Marketing communications mix Developing and managing an advertising program Advertising objectives Evaluating advertising effectiveness Sales promotions Digital advertising Social media as a sales and advertising tool Personal Selling Designing sales force Sales management Future of personal selling

Brand’s History  Brand’s Elements a. Logo b. Style c. Design d. Brand Image Key Aspects of Digital Marketing a. Marketing Communications b. Advertising c. Website d. Email e. Content f. Search Engine Optimization g. Word of Mouth h. Paid Ads i. Lead Management j. Marketing Automation k. Videos l. Analytics m. Sales Tools Strategic Recommendations for an Improved Digital / E Marketing Strategy Tactical Recommendations Closing Remarks

o Customer analysis: Briefly define and profile the main markets of the company (including market segments and target market). Analyse market attractiveness and customer needs. Identify consumer trend. o Discuss the overall opportunities and threats based on the analysis of customer and competitor. o Competitor analysis: Identify the current positioning of the competitors and your company using a positioning map (comparing your company against key competitors). Analyse and discuss key strengths and weaknesses of key competitors in relation to their service delivery.   The company being used is RAIZ

On Channel Strategy Fundamentals  A) At the core of marketing channel strategy is making a product or service available for use of consumption. Let’s take everyone’s favorite company, Starbucks. Explain in detail the many interdependent channels required to create a final Starbucks product at a retail store in Riverside. Be sure to include the various channel member intermediaries from natural resources to the final cup.  B) Among the nine key functions that marketing channels perform, what two are likely best to be vertically integrated and what two are likely best to be horizontally integrated. Shape your analysis from producer to wholesaler to retailer to the consumer. 2) On Channel Analysis  a. From our readings on service outputs, we know that end-users typically prefer a channel to provide effective service among the various intermediaries. Using your team company (Apple Inc) as the point of reference, identify the following:  Identify two important segments and provide a narrative that explains their service output of demand. Beyond high, medium, low, use descriptive language to support your analysis. Now interpret your team’s efficiency template into a narrative explaining the rationale for your weights and performance. (Apple Inc.) Lastly, interpret your team’s service gap analysis template into a narrative explaining the rationale for the service demanded versus the service supplied. (gap analysis is attached) 3. On Designing Channel Structures a. Summarizing our readings, we know that before designing effective channel strategies, by segmenting end-users according to their service needs we can then better audit the existing channels to strengthen value creation within the channel flow. Moving to channel design, address the following:  Define and discuss the level of channel intensity from upstream and then downstream identifying the signature intermediaries reliance on saturation to/or exclusive distribution.  b. Pertaining to your team company, from the point of view of the manufacturer, identify and discuss the importance of each of the eight generic factors considered for making channel selectivity decisions. They include: channel competition; product category; brand strategy; channel influence; dependence balancing; opportunity cost; transaction cost; other manufacturer’s strategies.  4. On Retailing Structures and Strategies a. This is a broad question on defining your team company’s retailing structure and strategy. Develop the following in your discussion:  What type best describes your team company and identify the specific cost-side and demand-side characteristics that best strengthens its competitiveness. (Apple Inc. Evaluate three of your team company’s multi-channel strategies on the basis of how they best maximize value for both your firm and your customer’s satisfaction. (Apple Inc) Lastly, what are the central risks impacting the current position of each channel. Explain in detail.  Use the textbook attached to anwser these questions Team company is APPLE Inc.  Type each anwser according to each number and letter.

Writing Assignment (15 pts) 1. Segmentation (6 pts) You have billions of people in the world whom you could date. How do you narrow down that huge pool? Use the four types of segmentation (Geographic, Demographic, Psychographic, Behavioral) discussed in class to break down your market. Construct a geographic segmentation variable. Explain your choice. Construct a demographic segmentation variable. Explain your choice. Construct a psychographic segmentation variable. Explain your choice. Construct a behavioral segmentation variable. Explain your choice. Note: for each variable, make sure to include levels. 2. Targeting (3 pts) Now that you’ve narrowed down the pool into more manageable segments: Construct a target market from your variables. Explain your choice of target market. 3. Positioning (6 pts) You’ve finally selected a target market. Now: Create a positioning statement relating how you will position yourself for your target market. Explain how your unique value appeals to your target market. Explain how your reasons to believe support your unique value. 4. Final Thoughts Anything you’ve learned about yourself through this paper.

Fresh Dog Treats is a newly developed company that is focusing on catering to the premium pet market.  Specifically, the company is creating gourmet/organic grain-free fresh dog treats.  While these treats are similar to some treats offered on the market currently by such companies as FreshPet, one of the biggest differences is the packaging approach.  One of the limitations to FreshPet products is the product must be refrigerated in the store, which limits the number and types of retailers that will adopt the product.  Most stores do not want to put a refrigeration unit in the middle of their pet food aisle. Fresh Dog uses aseptic packaging that only requires the product to be refrigerated after opening.  This will allow the product to be displayed in the normal pet aisle without the requirement of the refrigeration unit.  As the company progresses forward with this product, there are several marketing issues that have not been resolved. Your task is to assist them in this decision-making process.  Please respond to the following decision points for the company: a: Identify for this product a specific target market group they should focus on.  In your description of the target market, you also need to address where you believe this group of individuals would most likely purchase this type of dog treats. b: After calculating the cost of goods sold, the company has determined that the cost per 8 ounce bag of treats is approximately $2.97.  The company desires a 40 percent contribution margin on each package sold.  They also know that most wholesalers in this industry use a 32% mark-up and many retailers maintain a 25% mark-up as well.  Following this channel and based solely on the calculations, what will be the price that the normal retailer will charge for the product?  Reflecting on the psychological aspects of pricing and specific pricing tactics theories, what would your final price recommendation be?  Support your answer.  How would the price vary based on a price elasticity of 0.3? c: Design for the company an appropriate promotional campaign for this product based upon your described target market.  Be specific in your discussion.  Be sure to address the influence of the brand will have on this component of the marketing strategy. d: Discuss how the aspects of differentiation and positioning will impact the acceptance of this product by the desired target market.  What must the company consider in terms of its products and the competitor products when entering the market? e: Create a slogan for the business, less than 20 words, which captures the essence of the brand. Explain your rationale for the slogan. Then show how it should be incorporated within the brand image and integrated marketing communication plan.

Instructions: Please review and complete part 1 and part 2 below.   *Part 1: Try to remember the billboards on your commute to work or school. How many do you think there are? Explain why you remembered any of them. Next time you are on that route, note how many billboards there actually are. Are they effective? *Part 2: You’ve been asked to create a new social media networking site. What would you name the site and what would you suggest to make it better than existing sites? **Note: Class, please review my expectations for the assignment. I expect your response to include 2 or more references from the APUS Library system or GOOGLE SCHOLAR (failure to include such references will detract from your grade on the assignment) and be presented in APA Format. Deliverable length is 2 body pages excluding title and reference pages.   Topics reviewed this week in class: Promotional Communications This lesson is about the central role of communication in marketing, particularly in a company’s promotional efforts. Everything we have covered up until now has been about understanding the structures and dynamics of markets and the marketing function. Today we look at how it all comes together through the company’s marketing communications. Communication is the bridge that links the company to the market place and it is the means by which it creates and interacts with its target market. The Internet and social media now give companies and customers instant access to information and communication with vast numbers of people, and is therefore a central part of marketing communications. Companies should always ensure that their marketing communications are integrated and send consistent messages to their target markets. This lesson looks at how this can be achieved through the Unique Selling Proposition (USP), which also positions the product as different or better than competitors in the mind of the customer. We then look at the variety of promotional mediums companies use to reach their customers, and how companies strategically choose their promotional mix based on whether they are in B2C or B2B markets, their objectives and their budget. Lastly, we will look at how public relations (PR), sales and trade promotions are used to promote and differentiate products, brands and companies, and increase sales. Topics to be covered include: Integrated marketing communications and new media The communication (promotion) mix Communication strategies Public relations Sales promotions and trade promotions

Sensory branding is a type of marketing that appeals to all the senses in relation to the brand. It uses the senses to relate with customers on an emotional level. Brands can forge emotional associations in the customers’ minds by appealing to their senses (Latasha, Tooraiven, Monishan & Randhir, 2016). Identify a product that successfully uses sensory branding, and explain what makes the sensory branding effective for the product. Identify and explain those factors that define the branding of the product as sensory. Reference: Latasha, K., Tooraiven, P., Monishan, B., & Randhir, R. (2016). Analyzing the impact of sensory marketing on consumers: a case study of KFC. Retrieved from: https://www.researchgate.net/profile/Randhir_Roopchund/publication/304171131_Analyzing_the_Impact_of_Sensory_Marketing_on_Consumers_A_Case_Study_of_KFC/links/5769022b08aef9750b0faab9/Analyzing-the-Impact-of-Sensory-Marketing-on-Consumers-A-Case-Study-of-KFC.pdf