Fund of Marketing and Sales

There are 4 different assignments that builds on top of each other. Please see the attachments for each assignment as it is based on one product. In order to complete the homework, start with assessment 1 and then continue to assessment 2 and so forth.

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Overview

Create a promotion analysis, the final component for your chosen company’s marketing analysis.

A company can promote its products and services in a variety of ways, such as traditional media like TV, radio, and newspaper. But today’s age of social media and smartphones has opened up the ability to connect with the target market via apps, texting, online coupons, and “e-bates.” The goal is to get the consumer to buy and form a loyalty to a company and brand.

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By successfully completing this assessment, you will demonstrate your proficiency in the following course competencies and assessment criteria:

· Competency 1: Examine the basic marketing models for a business or organization.

1. Describe who represents the product.

1. Address assessment purpose in a well-organized text, incorporating appropriate evidence and tone in grammatically sound sentences.

. Competency 2: Relate the importance of an integrated marketing program to the economic impact of a business.

2. Discuss the implications of an integrated marketing program to business economic success.

. Competency 4: Apply effective marketing planning and implementation.

3. Discuss the effectiveness of the promotion strategy and the impact on the marketing mix.

3. Accurately describe the company’s communication strategy (communication channels or media).

. Competency 6: Evaluate management implications of marketing and sales plans.

4. Discuss the sales process or techniques and how it impacts marketing and sales plans.

Competency Map

CHECK YOUR PROGRESS

Use this online tool to track your performance and progress through your course.

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Questions to Consider

As you prepare to complete this assessment, you may want to think about other related issues to deepen your understanding or broaden your viewpoint. Consider the questions below and discuss them with a fellow learner, a work associate, an interested friend, or a member of your professional community. These questions are for your own development and exploration and do not need to be completed or submitted as part of your assessment.

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Select three of your favorite companies and analyze their current marketing promotional efforts. Do not use the company you chose for your marketing analysis. Think beyond Apple or Amazon for this question, so you can see a greater variety of selections.

. Describe how the companies promote either themselves or a specific product or service. Include the various ways they may use integrated marketing communications (IMC) in their promotional efforts and the various promotional avenues—advertising, public relations (PR), sales promotions, and so forth.

. Dig deep in your analysis. Include your views on whether the company had a hit or a miss on these efforts.

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Resources

Promotion and Branding

Determining the proper promotional outlets for your product to get the biggest bang for your marketing dollar is not easy. The following resources will highlight the methods and approaches, as well as how to form an effective strategy.

The knowledge you gain will help you complete your activities this week:

. Lamb, C. W., Hair, J. F., & McDaniel, C. (2019). MKTG 12 (12th ed.). Cengage Learning. Available in the courseroom via the VitalSource Bookshelf link.

1. Chapters 15 and 16, and the 10-4b Branding section on pages 189–191.

. eBizUniverse (n.d.).

The power of marketing in the past 20 years.

https://www.ebizuniverse.com/the-power-of-marketing-in-the-past-20-years/

. Amico, S. (n.d.).

Sales and marketing promotion strategy.

https://smallbusiness.chron.com/sales-marketing-promotion-strategy-3256.html

Have some fun with this formative assessment as you help a new marketing operations manager to make decisions. This activity is ungraded and will not affect your course standing:

Zippy Toys: Marketing Research

You may also find the following information helpful as you prepare for your assessment:

Assessment 3 Context [PDF]

· Assessment

Instructions

Note: Assessments 1–3 in this course require you to complete a marketing analysis. Because they build on each other, it is recommended but not required that you complete them in sequence.

Overview

This assessment allows you to analyze in depth a product of your choice. You will be able to look in a detailed manner at how your chosen company maximizes the branding of the product, at the competition, and at how the company positions the product in the marketplace.

Preparation

Pick a company that makes or sells products, not a service-oriented company. Use the same company for all assessments in this course. Try to go beyond the typical consumer electronics offerings, such as Apple. If you are in doubt about your chosen company but if it will work for the project, please ask your faculty member.

Instructions

Submit your analysis for the final P (promotion) for your chosen company’s product. Your analysis should cover all aspects related to promoting the product, including to the customer, as well as to other promotional audiences:

. Analyze the sales process or techniques and how it impacts marketing and sales plans. What suggestions do you have for potential improvements?

. Analyze choices of who represents the product. Do you consider the choices to be optimal?

. Analyze the company’s communication strategy, including both the communication channels and the media.

. Analyze the effectiveness of the promotion strategy, including how promotional efforts affect decisions for the marketing and sales plans. What are the cost implications of the promotion strategy?

. Analyze the implications of the company’s integrated marketing program, including the impact on business economic success.

. Cite any sources you use.

. Be sure your analyses present a focused purpose through strong organizational skills. Also be sure to present evidence through strong paraphrasing/summarizing and appropriate tone and sentence structure.

Note: Faculty may use the

Writing Feedback Tool

when grading this assessment. The Writing Feedback Tool is designed to provide you with guidance and resources to develop your writing based on five core skills. You will find writing feedback in the Scoring Guide for the assessment, once your work has been evaluated. Learn more about the Writing Feedback Tool on the course Tools and Resources page.

ADDITIONAL REQUIREMENTS

. Written communication: Communication should be clear and well organized, and support a central idea, with no technical writing errors, as expected of a business professional.

. References: References and citations are formatted in consistent style, with a preference for using

APA style and formatting

. Number of resources: Use a minimum of three scholarly resources related to the content of the assessment.

. Length of paper: Approximately 2–3 typed, double-spaced pages, in addition to the title and references pages.

. Font and font size: Times New Roman, 12 point.

· Overview

Create a sales plan for your chosen product and company, including goals and the means to motivate your team.

Sales activities and processes vary by organization and individual but generally include prospecting, using a pre-approach, using an approach, making the sales presentation, overcoming objections, closing the sale, and having postsales follow-up.

Much of the process is information gathering to allow a salesperson to make the right pitch to the consumer that will match the consumer needs with the product or service benefits and features.