business Lesson 15: Assignment

You are marketing manager for Ticketmaster and promote concerts in various cities around the country. Since you're promoting to audiences in particular cities, your various ad campaigns need to be locally focused. This is your top priority. While you do have large budgets for your campaigns, your cost per person reached needs to be reasonable. Since you are promoting musical acts of various genres, it's best if you can target each ad campaign to specific market segments - but the ability to target local still takes priority. You have ruled out television; with so many ad campaigns to run you can't afford the cost of producing that many TV ads. Based on your objective, which four of the remaining advertising media best fit your promotional needs?

Outdoor Online Radio Newspapers

The marketing director for Publix supermarkets found a new variety of apple while on her European vacation. It is called the Honeybake. It tastes similar to a Honeycrisp apple - the best-selling apple for Publix - but is also suitable for making pies and other baked goods. The Honeycrisp can get mushy when used for baking. The director realizes it will be hard to get customers to buy apples they have never tried before. And with all the varieties of apples now available, new options can get lost within a large produce department. She decides to focus on sales promotion strategies that will draw customer attention to the Honeybake section and get them to try the product. Once they try it, she's sure they'll want to purchase - even with its premium price. Which two sales promotion strategies best meet her objectives?

Point-of-Purchase displays Samples

You recently opened a cooking school in a converted restaurant and want to compete for students with the local culinary schools. There are two culinary schools: one that has been in the nearby major metropolitan city for more than 20 years, and another that is an extension of a famous school in New York. Your school is expensive, but still about 20% cheaper than the alternatives. The potential pool of students has very specific characteristics and interests, but can come from all over the country. The bad news is that you have a limited budget of $25,000. The good news is that you only need 20 students each year to be profitable. Which promotion mix is the best fit for your company?

Run targeted Facebook and website banner ads for culinary enthusiasts offering a free information kit; hire sales rep to follow up with informational phone calls.

One advantage of advertising is that it allows marketers to target their ads at specific audiences. For each of the market segments below, select the advertising choice that most effectively targets that segment. a. New mothers: b. Football fanatics: c. Foodies: d. Marathoners:

a- "parent" magazine b- super bowl television broadcast c- "top chef" television show d- "runner's world magazine"

YuGO bikes are the newest line of aerodynamic bikes for triathletes. The company is new to the market, but has received a large round of investment financing and is flush with resources. They want to quickly make their name known to road bikers all over the country - and eventually around the world. Triathlons are grueling tests of an individual's will to survive and succeed. The Ironman Triathlon is the most grueling - it's a 2.4-mile swim; 112-mile bike ride and a 26.2-mile marathon - and must be completed within 17 hours. Hydration and nutrition are keys, as well as having a bike that can withstand the training (many triathletes train year-round). One of the most important factors in a race is to have a high-performance bike that is reliable. Bikes like this are expensive, ranging from $2,500 to $10,000. This is a serious purchase and buyers spend months researching their decisions. YuGO has a dedicated road bike team that is in tune with triathletes' needs and desires. YuGO knows it must get its promotion mix honed to compete with established companies like Fuji, TREK, and SHIV. Identify the factors specific to YuGO that will influence their promotion mix. a. Promotional objective: b. Nature of target market c. Characteristics of product d. Organization's resources:

a- building awareness b-smaller, affluent target market with common lifestyle characteristics c- complex or expensive product d- national company and large budget

3D technology was a novelty twenty years ago. While many were interested, few people felt the need to own a 3D printer. The main drawback was cost. In the last few years, the cost has come down considerably and is now about $1,000. 3D printers are also easier to find now that 20 companies make them. Imagine that you work for one of the 3D printer companies and are charged with creating a major advertising campaign. You need to compare the advantages of two major media choices. To help you decide which medium to choose, select the advertising media each advantage describes. a. Highly selective targeting. b. Can reach same audience multiple times in short period c. Available for small marketing budgets. d. Results are very easy to track. e. Largest reach. f. Offers visual impact and entertainment value.

a- online b- television c- online d- online e- television f- television

You are looking for new ways to increase sales of tetracycline, a very effective prescription drug for treating acne. Your company has received permission from the Federal Drug Administration (FDA) to offer a lower dosage version of this drug, renamed Acneless, as an over the counter product. Customers can buy the product at major drugstores without a prescription. Which component of the promotion mix does each marketing tactic below represent? a. Healthy Living magazine prints an interview with your company's chief researchers about the benefits of Acneless. b. 30-second television ad during Super Bowl. c. $5 off coupon in newspapers in 115 major markets. d. Representatives who visit dermatologists asking them to sell the medicine in their offices.

a- public relations b- advertising c- sales promotion d- personal selling

The Director of Promotions at Disneyland Paris is looking for a great promotion that will revive the public's interest in this least visited Disneyland park. He believes the right incentives, offered to the right audience, will be the most effective method to boost attendance and improve the profitability of this park. At the very least, he wants to reverse the trend of falling attendance for the past 3 years. He has identified two key priorities for this campaign: Encourage locals to visit Disneyland Paris on a more regular basis. Expand the list of prospects so marketing managers can provide this list periodic incentives to visit Disneyland Paris. Which two sales promotion tactics should he choose to reach these objectives?

a. One free admission for every three paid admissions. f. Win a trip for 2 adults and 2 children.

Two weeks have gone by since you met with the fleet manager of Strident Technologies. Your initial introduction seemed to go well, and they requested a proposal for a fleet of cars from your company. You are at their office to discuss the proposal with the fleet manager and sales manager. You discuss the models they were looking for, pricing, leasing terms, and guarantees. At that point, the fleet manager mentions that the leasing terms seem too long; their salespeople like to get new cars every two years. You are proposing a lease term of three years. You mention that by extending the lease term to three years, you were able to cut 15% off the contract price per year and were able to get free loaner cars if repairs are ever needed. You are now in the _________________ step of personal selling.

answer objectives

TOD, the upscale company for men's shoes, has a reputation for creating chic, trendy, and expensive shoes. They want those in the millennial generation to be aware of this reputation. The downside is that millennials are often jaded by traditional advertising methods. TOD decides to utilize some PR methods, because they are often seen as more organic and credible than paid advertising. However, TOD is worried about how most PR methods don't allow them to control the message, which could undermine their objectives. How can TOD best utilize PR while addressing these concerns?

b. Hold a series of fashion shows and dance parties in big cities, and invite key influencers and celebrities to those parties.

TOD company was mentioned in more than 12 million tweets raving about the TODs a young star wore on the Emmy red carpet event. The company was startled by the number and realized this was worth millions of dollars in promotional costs. To show their gratitude, TOD donated $5 million to Soles 4 Souls to provide new shoes to needy children. Soles 4 Souls was overwhelmed by the generosity of the TOD company, so they sent a thank you note to the CEO of TOD. They also took the below actions. Which of these is NOT considered a public relations tool?

b. Invited the CEO of TOD to be on their Board of Directors.

The Walsh family has owned a profitable cherry orchard for many years. The parents want to travel and turn over the daily operations to their sons. The sons decided they want to expand beyond just an orchard to become a destination for local folk and seasonal vacationers. They want to offer hayrides during the summer and expand the small store to include wines, honey, and other edible products. In the winter, they want to offer sleigh rides and cross country skiing trails. The sons know what they need to do to prepare the orchard and surrounding land for this change, but deciding how to advertise and promote their expanded business is a puzzle to them. They hire you as their marketing consultant, but warn you that they have a limited budget for advertising. Which of the following advertising methods would you recommend to them as the best method to reach their target audience and still stay within their limited budget?

d. Billboard placed on nearby freeway with photos of seasonal activities and map to the business.

You were recently promoted to Vice President of Marketing for the pharmaceutical company that makes Humira, a medicine that treats various autoimmune diseases. It is an expensive, patent-protected medicine that is not always covered by insurance. To further increase market share in this category, your top priorities are to persuade and inform doctors of the benefits of Humira, and to provide incentives for customers to purchase the product if their doctor prescribes it. You know that doctors often need to have specific questions answered before they'll prescribe more of a certain medicine. Which of the following promotion mixes best accomplishes these goals?

e. Spend 75% of marketing budget on personal selling and 25% on sales promotion.

You completed the Honda sales training course and earned honors for your high scores. You've been assigned to the fleet sales team for a regional office. There are several technology companies in town, all of who have large teams of salespeople. You utilize Hoovers.com to research annual sales, company structure, and key players in each company. You also make some calls to some key contacts with knowledge of these companies. You find out that one company in particular allows their salespeople to use company cars, and it appears this company might be unhappy with their current lease contract. Using LinkedIn, you locate the name of the fleet manager at this company. You are in the _________ step of personal selling.

prospecting