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Unformatted text preview: Marketing Submitted by: Caluyong, Jenefer P. BJD Submitted to: Mrs. dela Cruz 1.) The shift from mass marketing to targeted marketing and the corresponding use of a richer mixture of promotion tools and communication channels, poses problems for many marketers. Using all of the promotion-mix elements suggested in the chapter, propose a plan for integrating marketing communications at one of the following: (a) university/college (b) McDonalds (c) Burton Snow Boards (see www.burton.com ) or (d) a local 200, museum, theater or civic event. Modern marketing calls for more than developing good product, pricing it attractively, and making it available to target customers. The promotion mix relates to the marketers efforts to make the product or service actively move through the marketing channels and to the target market. Today, the following components make up the promotion mix: advertising, personal selling, sales promotion, and public relations. &#2; In McDonalds, they can use the different tv shows or what we call now the product placement. They can also use different personal sellers. They seldom influence in a significant way the customer buying decision. They can also utilize different sales promotion to build up sales of a product, usually by offering something extra, or come on. To be more effective, they must also build the image of a company or an institution, although certain aspects of it are also used to promote products and brands. 2.) Each promotional tool has unique characteristics and costs. Marketers must understand those characteristics in selecting their tools. Using Coca-cola as an example, demonstrate how each of the promotional tools might be used to create an integrated marketing communications approach for the upcoming year. The Coca-Cola Company is the world's largest manufacturer, distributor and marketer of non-alcoholic beverage concentrates and syrups. Beverage products with the Coca-Cola brand name have been sold in the U.S. since 1886. Campaign designed to build the Coca-Cola brand from its refreshment platform to a higher order of emotional benefit by establishing it as the universal choice which brings people together. Strategy includes roll out of initiatives in the digital media like the internet i.e. building and promotion of online communities and also leveraging the interactive destination for Coca-Cola consumers Integrated communication plan to include mass media advertising on all leading TV channels, complimented by a range of on the ground initiatives - road shows & contests across all key markets &#2; The superficial view is that Coca-Cola has little integration in its marketing...
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This note was uploaded on 06/27/2010 for the course MKTG BSA taught by Professor Delacruz during the Spring '10 term at University of the East, Manila.
- Spring '10