Marketing Final Questions

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1 Marketing Final Questions Student: Institution: Course: Date:

2 Question 1 Social media platforms play an integral role in marketing. Marketers need to have a deep understanding of social media platforms in order to make use of them in marketing. Some of the most important social media sites today that typical marketers need to make the best use of are; Instagram, TikTok, YouTube, and Facebook. Instagram It is evident that Instagram came into existence several years after platforms like Twitter and LinkedIn. However, Instagram quickly overtook those social media platforms and attained about 1 billion active users monthly in the year 2018. Most marketers have been using it due to its diverse formats of content including reels, feed posts, stories, IGTV, and even lives (Sajid, 2016). Many people use the platform to follow popular influencers and the kind of brands they buy. Besides this, people also follow Instagram handles for products and companies they are interested in their products. This implies that marketers can create Instagram handles and use them to market their products. The marketing can be done either through the use of influencers or by establishing new Instagram handles for people to follow. TikTok TikTok is one of the most used social media platforms nowadays. It is the social media platform that is growing at a very high rate. Most people have opened TikTok accounts across the globe where they are able to socialize and even post reels and short video clips (Sajid, 2016). Besides entertainment, the platform can also be used to market products. Due to its popularity, a lot of businesses are now finding ways to use it as a channel of marketing. Marketers can therefore use this platform to market their products. However, they need to keep in mind that the

3 marketing content they post on TikTok aligns with entertainment because that is its primary use. This implies that marketers need to create content that will entertain the users as they communicate their message to them. The marketing content should have some comedy in it for it to be appealing to the users of this social media platform. YouTube YouTube is a social media platform that is used for a large scope of roles including, educating, entertaining, teaching, and even streaming of movies. It is evident that most people may not see or take YouTube as a social media platform that can be used as a channel for marketing (Sajid, 2016). However, the platform best suits the role of marketing channel. One can post videos to the YouTube channel, comment on other videos, share, follow, and like other users' accounts. Marketers need to understand that the key to social media marketing through the use of YouTube channels is to try and add value and not go viral. Marketers can use YouTube channels to advertise their products through video and display ads, tutorials on their products, and SEOs. Facebook Facebook is one of the most widely used social media platforms across the globe. People from diverse backgrounds, age groups, and diverse caliber use the platform to get in touch with family, and friends, and even take part in forums and groups. Facebook has proven to be the largest social media platform and one of the biggest directories of local businesses. A lot of people use the platform to find and even visit the businesses that are near them. People also use the platform to follow their favorite brands (Sajid, 2016). This implies that marketers can take advantage of a huge rich and large user base of the platform to market their products and brands.

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4 Marketers can best use this social media platform to establish relationships with diverse clients from all backgrounds, make announcements concerning their products and brands, and have some live streams and discussions. Question 2 According to the study by Lang and Bressolles (2013), retailers that are store-based have significantly opened a lot of online channels for sales and have made a lot of retailer channels. In addition to this, the authors argue that retailers that were initially purely online are setting up physical pick-up centers to enable their clients to have some physical conduct and interactions. The aim of their study was to investigate the best strategy for the retailer to prepare the order of the client in their distribution center or in their physical retail store. This is because integrating these channels brings up a question of how elements of strategic marketing and operations can be redefined. It is apparent that both channels have diverse constraints that require diverse competencies. E-fulfillment is defined in the study as the actions taken to complete an online purchase, from receiving and processing an order to its final delivery. There were some hints or indicators given as to what the consumer may hope to receive from the e-fulfillment system that operates across many channels (Lang &Bressolles, 2013). These indicators include; customers want their orders to be accurate and covered by insurance if they are damaged in transit; they want a simple return policy with fast collections and replacements; they want to be able to track their orders using a tracing system; they don't want to have to wait long if the product they want is out of stock; and they want to have a minimal amount of trouble doing any of these things.

5 The consumer expectation indicator study led the authors to conclude that it would be more effective to prepare client orders in the distribution center rather than at the retail location. According to the logic put out, brick-and-mortar businesses are designed to encourage customers to spend as much time as possible there, making them inefficient for tasks involving product selection. When order pickers at these businesses collect online orders, it might be distracting for the other customers who frequent the locations (Lang & Bressolles, 2013). There are inefficient packaging and preparation methods and low labor costs per order at the brick-and-mortar store. The distribution hub has excellent picking efficiency as a result of its prime position for order preparation and picking, particularly when dealing with huge numbers of orders. The research also found that centralizing order production in one facility might improve order-picking efficiency by making use of sophisticated machinery and inexpensively automated methods. In this case, it would be more practical to have everything sent from one central location, especially if you have a lot of orders to fulfill. Conclusively, there are several pieces of research-based and supported evidence that led the authors of the study to conclude that it is more efficient for retailers to make orders for consumers in the centers of distribution as compared to the retail stores that are physical. According to the authors, physical stores are time consuming for both the clients or consumers and the people operating them. When customers pick their products in physical stores, they will not only inconvenience other retail operations but also cause disturbance and delay for the customers who placed their orders online (Lang & Bressolles, 2013). In addition to this, the efficiency of preparation and packaging of the order in physical retail stores is very low compared to that done in a central place. Unlike in centers for distribution, the costs involved in physical retail stores including the labor and the premises are very high. This is why the study

6 concluded that the efficiency of distribution centers is high compared to that of physical retail stores. Question 3 American Automobile Association is an organization that was established in the year 1902 with the aim of governing diverse motor clubs that are found in the United States (Heitmann, 2018). The association is tasked with the duty of ensuring that the members of the motor clubs under its canopy receive services of road assistance. This implies that the union offers emergency services on the American roads to the member motor clubs. The services it provides include but are not limited to lockouts, towing, tire changing, replacement of batteries, winching, and automotive-related first aid among others. The services are mostly handled by towing companies that are private but contracted by the American Automobile Association that belongs to the state. Choosing the right market segment is vital for the success of any given company or organization. Therefore, as the director of the American Automobile Association, the market segment that will be my target for an integrated direct marketing campaign would be motor clubs that are found all over the United States of America. Being a company that deals with motor vehicles and automobiles, it will be prudent and wise to target the sector that deals with automobiles. Therefore, targeting the motor clubs will help the union not only get a huge number of clients but also be able to help a lot of motor clubs that need the services and hence increase our customer base. The following are objectives of the marketing communication that I would embrace in the integrated direct marketing campaign. The first objective would be to effectively persuade

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7 motor club members to trust and believe that the services offered by the American Automobile Association are the best. This will help in making the customer stay and become loyal to the union. The second objective would be to successfully pass on information and ideas concerning the services that the American Automobile Association offers to the members of motor clubs. Lastly, design or create a message for marketing communication in such a way that it is attractive to the target market and easy to understand. In order to zero in on the particular individuals I need to communicate with, I want to make use of a program called predictive data analytics, which is designed to help members of motor clubs better understand their ever-evolving demands. With the aid of the insights provided by predictive data analytics, I will be able to quickly adapt to the ever-changing requirements of motor club members. This will assist me in maintaining their patronage over the course of the relationship (Gutierrez, 2014). I would also utilize the approach of geospatial analytics to narrow down on the precise locations of motor club hubs so that I could get more detailed information about them. This would provide me access to traffic information on routes that are often utilized by members of the vehicle club that I am targeting. References

8 Gutierrez, D. (2014, August 16). AAA uses target marketing with predictive and geo-spatial analytics . insideBIGDATA. https://insidebigdata.com/2014/08/17/aaa-uses-target- marketing-predictive-geo-spatial-analytics/ Heitmann, J. (2018). The automobile and American life . McFarland. Lang, G., & Bressolles, G. (2013, January). Economic performance and customer expectation in e-fulfillment systems: a multi-channel retailer perspective. In Supply Chain Forum: An International Journal (Vol. 14, No. 1, pp. 16-26). Taylor & Francis. Promotion: Integrated marketing communication (IMC) . (n.d.). Lumen Learning – Simple Book Production. https://courses.lumenlearning.com/wmopen-introbusiness/chapter/promotion- integrated-marketing-communication-imc/ Sajid, S. I. (2016). Social media and its role in marketing.

Marketing Final Questions

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