Posted: September 13th, 2017

digital marketing

digital marketing
Question 1
Discuss and illustrate how digital marketing is enabling marketers to:
Be accountable; Develop, enhance and manage personalised relationships with consumers, customers and stakeholders; Generate Word of mouth.
(40 marks)

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Candidates must choose two from the following: Question 2
i. Draw, label and briefly explain the 3 main models of communication; (15 marks)

ii. Compare and contrast the ‘CPR Hard and Fast’ and T-mobile flash mob ‘Welcome home’ advertisements (see below) in terms of the following:
Appeal base-information or emotional Any one of the models of communication DRIP Noise The message content
(15 marks)

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Source: HYPERLINK “http://www.youtube.com/watch?v=NB3NPNM4xgo” http://www.youtube.com/watch?v=NB3NPNM4xgo
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Source HYPERLINK “http://www.bhf.org.uk/heart-health/life-saving-skills/handsonly-cpr.aspx?gclid=CNbsza-1ia4CFaEntAod-gJb3w%20%20%5baccessed” http://www.bhf.org.uk/heart-health/life-saving-skills/handsonly-cpr.aspx?gclid=CNbsza-1ia4CFaEntAod-gJb3w [accessed 06 & 20.02.12] Permission granted for screenshot usage, by voicemail, 10.02.12

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Question 3
Create a mind map/spider diagram that lists up to 20 factors marketers must consider when deciding on a price for a product or service. Show links on the map between factors as appropriate.
(10 marks)

Prepare a bullet point list that briefly outlines the factors that determine the adoption of the two key pricing strategies for new products.
(15 marks)
Total quantity demanded (Adapted from Baines et al 2011) Explain the purpose of ONE of the following models, either the PLC or Rogers Diffusion of Innovation and its relationship to price.
(5 marks)

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Question 4
Summarise the key concepts discussed in Levitt’s ‘Marketing Myopia’ article
(15 marks)
Of what relevance is Levitt’s ‘Marketing Myopia’ article to the current marketing environment in the entertainment and communications sectors?
(15 marks)

Question 5
Why do marketers use branding?
(10 marks)
Illustrate what Aaker (1997) means when she uses the term, ‘brand associations?’
(10 marks)
Discuss the key branding strategies.
(5 marks)

Why is a brand name considered to be a ‘critical foundation stone?’
(5 marks)

1. Discuss how consumer segments and segmentation variables impact on how companies adjust their prices. 2. Discuss how consumer segments and segmentation variables impact on how companies communicate with their consumers. 3. Outline and illustrate the conditions for the most commonly used pricing strategies. 4. Identify the connection between postmodernism and three recent integrated marketing communication campaigns for different products/services. 5. Describe the stages of the product life cycle and illustrate how and why marketing activities change over the life cycle of a product. 6. Why should an organisation be involved in NPD and PLC management? 7. Your CEO does not understand why the car named NOVA did not sell well in Spanish

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