Contemporary Marketing (MindTap Course List)
17th Edition
ISBN: 9781305075368
Author: Louis E. Boone, David L. Kurtz
Publisher: Cengage Learning
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Chapter 16, Problem 4CTE
Summary Introduction
To discuss: The product or a company that had a positive publicity and the media used for the publicity.
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How can a company rectify having bad publicity?
Choose a product for which you are interested in creating a marketing plan. It can be a product that already exists, or one you would like to launch. It must be a legal product.
Specifically describe your product. The most important requirement for this assignment is that the reader has a clear understanding of your product, what it does for the consumer, and how it works or functions.
Some information you should include is the name of your product. If you are choosing to create about a product you would like to launch, be sure to create a name for your product and try to be creative. Explain the features and benefits, making sure to differentiate between these two concepts.
The “product” section is the most important of the four Ps of marketing: product, price, place, and promotion. Effectively completing this part of the project should set you up for success for the rest of the project.
Think back to publicity you have heard recently about acompany or its products. If it was good publicity, how was itgenerated, and what media were used? If it was bad publicity, where did you learn about it, and how did the firm try tocontrol or neutralize it?
Chapter 16 Solutions
Contemporary Marketing (MindTap Course List)
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- You have just joined the petroleum production company (PPC) as a new employee . Your prior employer is one of the companyes (PPC) largest competitors . Can you share some important confidential marketing information that you developed while working for this competitor ?arrow_forwardWhy do some critics consider stealth marketing to be unethical?arrow_forwardSuppose Porsche is introducing a new line of light trucks and has already created the advertising campaign. How would you assess the effectiveness of the campaign? Suppose now that Porsche is planning a sales promotion campaign to augment its advertising campaign for the new line of light trucks. Which push and pull sales promotion tools do you believe would be most effective? Why?arrow_forward
- How can publicity support the launch of new products or services in the market?arrow_forwardLook through your local newspaper and describe a news article where you believe the coverage was secured through a media stunt. Explain why you believe this.arrow_forwardA company’s marketing environment consists of actors and forces outside the company that affect marketing management’s ability to develop and keep successful transactions with its target customers. The environment today is changing very quickly, and it is difficult to predict what the future will bring. It is important therefor to monitor the market environment and, if necessary, change the marketing plan to meet new opportunities or threats. It is dangerous for the life of the company to ignore what is going on in the environment. (i). Identify the two main forces and explain how each affects companies marketing efforts to survive in business environment.arrow_forward
- If a business wants to gain media attention, make a memorable and positive connection with its target audience, and take a little risk or be a bit edgy, then which type of marketing tool would fit best for its marketing campaign?arrow_forwardA firm operates in a market dominated by two firms of which it is one. It is considering investing in an advertising campaign with the aim of boosting profits. In deciding the scale and scope of the campaign (and indeed whether it will invest in the campaign at all), what factors would you recommend it should consider?arrow_forwardWhen working on promotion for your product/service, why is it important to consider the economic challenges of your target market?arrow_forward
- What are the goals of the Federal Trade Commission? List the way in which the FTC affects marketing activities. Do you think that a single regulatory agency should have such broad jurisdiction over so many marketing practices? why or why not?arrow_forwardSuppose you are brand manager or marketing team leader of a pharmaceutical industry. Now in the existing market your company have a product called Pentoprazole, there are different brands are here in the market.You have to compete with them and grab the market .Now how can you prepare best promotion budget for your product Pentoprazole? Please answer at your own words.arrow_forwardHow can marketers ensure that their advertising is truthful and not misleading to consumers?arrow_forward
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