The promotional aspect of marketing should be integrated with the other aspects of the integrative marketing plan in order to provide a coherent message. This includes the entire sales plan—from who will represent the product and how they will be trained and compensated—to what kind of marketing tools they are provided in order to accomplish the sales task.
The Assessment 6 Context document contains important information about promotion analysis related to the following topics:
· Brands and competitive advantage.
· Consumer behavior and customer relationship management.
· Strategy formulation.
Questions to consider
To deepen your understanding, you are encouraged to consider the questions below and discuss them with a fellow learner, a work associate, an interested friend, or a member of the business community.
· Based on the research you have completed, what is your opinion of the brand equity for REI and its competitive positioning in the marketplace? What competitive factors are in play for REI?
· If you search the Internet for information on customer relationship management (CRM), you will find a wide range of CRM vendor sites. Consider how such a tool might be used, or is used, in the marketplace you work in. If you were to participate in the decision-making process for adopting a CRM vendor, what features would you find most useful?
The following optional resources are provided to support you in completing the assessment or to provide a helpful context. For additional resources, refer to the Research Resources and Supplemental Resources in the left navigation menu of your courseroom.
Click the links provided to view the following resources:
The following e-books or articles from the Capella University Library are linked directly in this course.
· Ruskin-Brown, I. (2006). Mastering marketing (2nd ed.). London, GBR: Thorogood Publishing.
· McDonald, M., & Wilson, H. (2011). Marketing plans: How to prepare them, how to use them (7th ed.). Hoboken, NJ: Wiley.
· Kermally, S. (2004). Gurus on marketing . London, GBR: Thorogood Publishing.
Course Library Guide
A Capella University library guide has been created specifically for your use in this course. You are encouraged to refer to the resources in the BUS-FP3030 – Fundamentals of Marketing and Sales Library Guide to help direct your research.
· Lamb, C. W., Hair, J. F., & McDaniel, C. (2019). MKTG 12 (12th ed.). Boston, MA: Cengage Learning. Available in the courseroom via the VitalSource Bookshelf link.
· Ries, A., & Trout, J. (1994). The 22 immutable laws of marketing. New York, NY: Harper Business. Available in the courseroom via the VitalSource Bookshelf link.
For this assessment, consider that you work as a marketing analyst for a consulting firm. You were previously asked to develop an analysis white paper to be used for marketing purposes to showcase the firm’s consulting capabilities, and your manager and the firm’s marketing team was impressed with your work. As a result, your manager asked you to create another analysis white paper to also be used for marketing purposes, with a goal of highlighting the firm’s consulting capabilities for each of the “four Ps” of product, place, price, and promotion.
Analyze the fourth "P," promotion, for a product or service. You can use the same product you used for the previous assessments, or you can choose another organization, product, or service.
Your analysis should cover all the aspects of promoting the product or service, including promoting to the customer and other promotional audiences. Address the following in your analysis:
Analyze the company's communication strategy in relation to the intended customer or promotional audiences. As part of that, indicate:
· Who are the intended customers?
· Who are the promotional audiences?
· What are its communication channels and media tools?
· How does the company use social media in its promotion of the product or service?
· Who represents the product or service?
Explain how the integrated communication aspects of the company's integrated marketing program contribute to the company's economic success in relation to its competition in the marketplace.
· Analyze promotional components of the sales approach and explain how they support the sales process. As an example, salespeople for an IT product might need to educate the customer about the product as part of the sales cycle. What works? What does not work?
· Propose potential improvements to the company's promotional strategy and justify those changes based upon identified weaknesses or opportunities.
· Describe how your recommendations regarding the promotion strategy might impact management in the company. For example, are there issues related to how and when your recommendations should be implemented? Suggest ways of addressing potential implementation challenges from your recommendations.
Based on your executive audience, your case study should be well organized and written in clear, succinct language. Follow APA rules for attributing sources that support your analysis and conclusions.
Academic Integrity and APA Formatting
As a reminder related to using APA rules to ensure academic honesty:
1. When using a direct quote (using exact or nearly exact wording), you must enclose the quoted wording in quotation marks, immediately followed by an in-text citation. The source must then be listed in your references page.
2. When paraphrasing (using your own words to describe a non-original idea), the paraphrased idea must be immediately followed by an in-text citation and the source must be listed in your references page.