Principles of Marketing, Student Value Edition (17th Edition)
17th Edition
ISBN: 9780134461526
Author: Philip T. Kotler, Gary Armstrong
Publisher: PEARSON
expand_more
expand_more
format_list_bulleted
Concept explainers
Question
Chapter 17, Problem 17.16VC
Summary Introduction
Case summary:
Company NS are the manufacturers of weight loss products and its revenue during last year was $800 million. The company started it as a small effort on the basis of the electronic commerce marketing plan that has evolved in various marketing campaign with a potential
The major effort of the Company NS is the direct-to-consumer platform. The company made promotions through various forms of advertisements in magazines and television. An interesting unique Uniform Resource Locator (URL) or 800 number in all the advertisements will allow the company to track the success in every efforts.
Characters in the case:
- Company NS
Introduction:
Marketing is the process where the aim goal is to satisfy the customers’ needs and wants. This is the management concept where the goods and services are exchanged from one end to the customers end.
To determine: The advantages that Company NS‘s marketing campaign rather than making its sales activities through various intermediary channel.
Expert Solution & Answer
Want to see the full answer?
Check out a sample textbook solution
Students have asked these similar questions
You’ve probably heard of Nutrisystem, a company that produced $800 million in revenues last year by selling weight-loss products. What started as a small effort based on an e-commerce marketing plan has evolved into a multipronged marketing campaign Video Case Nutrisystem that not only has expanded the business but also provides substantial return-on-investment potential. The key to Nutrisystem’s efforts is its direct-to-consumer platform. Using various advertising outlets, from magazines to television, Nutrisystem’s promotions all have one thing in common—they let customers make direct contact with the company. Inserting a unique URL or 800 number in every ad also lets Nutrisystem track the success of each and every effort. After viewing the video featuring Nutrisystem, answer the following questions:
In what different ways does Nutrisystem engage in direct marketing?
What advantages does Nutrisystem’s marketing campaign have over selling through intermediary channels?
In…
1. Name some of the challenges marketers encounter
when developing advertising and promotional
campaigns. How does the type of product affect
the promotional strategies?
2. You work for an ad agency that has a Super Bowl
sponsor as a client. What approach would you
recommend for your agency as it develops a
campaign-universal, customized for each
geographical region, or something else, and why?
3. What types of companies could benefit from
placing ads on the NFL website, and how can they
use the internet effectively to promote their
products? Consider the impact of technology and
topics of privacy for businesses and business
contracts in your answer.
4. Conclusion: Would you consider a career in
marketing? If yes, explain. If no, why not and what
other career path are you considering. What
workplace readiness skills would be most helpful
for your in your future career path.
Choose a company, brand or organization selling products, services, or ideas and create their next advertising campaign! *
PART 1: CHOOSE THE COMPANY/BRAND/ORGANIZATION
Introduce the company/brand/organization. Explain why you selected it. Who is the company/brand/organization targeting? How are they differentiating themselves in the market place? What kind of positioning strategy do they currently follow? Give a brief overview of their current marketing mix. Analyze their current advertising campaign(s) and other elements of their IMC strategy. Are they effective?
Chapter 17 Solutions
Principles of Marketing, Student Value Edition (17th Edition)
Knowledge Booster
Learn more about
Need a deep-dive on the concept behind this application? Look no further. Learn more about this topic, marketing and related others by exploring similar questions and additional content below.Similar questions
- The evolution of advertising has experienced some major milestones over the years, as it’s had toadapt and change to suit new mediums and audiences constantly. Most significantly, it’s becomemuch more personalized throughout history. The one medium that’s had the biggest impact on the history of advertising and advertising personalization is the internet, and its ability to collect billions of data points on users.In the light of the above paragraph, describe the paradigm shift of advertising from ancient medieval to modern day advertising with relevant examples.arrow_forwardMarketing, especially in today's society, is widely used for social media and technology in the form of products and services. It is so easy for brands and companies to market something they don’t always understand. Technology is a tool that is used every single day in today’s society. I never understood how much technology plays a part in business and marketing before I started this degree. I used to think marketing was just used on billboards and newspapers. I never would have guessed how heavily technology is used in marketing like it is used today. This article mentions the intentional and unintentional categories of technology. Intentional processes are where the people change the technology and the unintentional processes are where technology changes people. In the Intentional process, there are three groups, further extension, subversion, and diversion. The first intentional process, further extension, is typically what most marketers are familiar with, which is…arrow_forwardI need the full correct answer to this practice question I found online . here's the instructions describe how you can market the brand new chat shades website through the following channels: pay-per-click advertising banner advertising affiliate marketing social media advertising search engine optimizationarrow_forward
- To provide more delivery service to the consumer market, UPS created UPS stores. According to the AIDA model, to create attention for this more convenient and less expensive way to mail packages through UPS, its marketing department should have relied on which element of the promotional mix?public relationssales promotionevent sponsorshippersonal sellingdirect marketingarrow_forwardChoose two companies, one a consumer products company and the other an on-line retailer. Conduct some research on these two companies in terms of their promotional practices; Describe some of the types of promotions that these companies have engaged in during the last year -- for example, ran television ads, sponsored an event, held a sweepstakes, etc. To the best of your abilities, determine the objective of each promotion in relation to the AIDA model. Also note if the companies' promotions are integrated or not.arrow_forwardDescribe the types of online advertising availabletoday. Which type of advertising does Google currently dominate? Why?arrow_forward
- You’ve probably heard of Nutrisystem, a company that produced $800 million in revenues last year by selling weight-loss products. What started as a small effort based on an e-commerce marketing plan has evolved into a multipronged marketing campaign that not only has expanded the business but also provides substantial return-on-investment potential. The key to Nutrisystem’s efforts is its direct-to-consumer platform. Using various advertising outlets, from magazines to television, Nutrisystem’s promotions all have one thing in common—they let customers make direct contact with the company. Inserting a unique URL or 800 number in every ad also lets Nutrisystem track the success of each and every effort. In addition to its direct-to-consumer distribution and promotional efforts, what is essential to the success of Nutrisystem?arrow_forwardYou’ve probably heard of Nutrisystem, a company that produced $800 million in revenues last year by selling weight-loss products. What started as a small effort based on an e-commerce marketing plan has evolved into a multipronged marketing campaign that not only has expanded the business but also provides substantial return-on-investment potential. The key to Nutrisystem’s efforts is its direct-to-consumer platform. Using various advertising outlets, from magazines to television, Nutrisystem’s promotions all have one thing in common—they let customers make direct contact with the company. Inserting a unique URL or 800 number in every ad also lets Nutrisystem track the success of each and every effort. What advantages does Nutrisystem’s marketing campaign have over selling through intermediary channels?arrow_forwardYou’ve probably heard of Nutrisystem, a company that produced $800 million in revenues last year by selling weight-loss products. What started as a small effort based on an e-commerce marketing plan has evolved into a multipronged marketing campaign that not only has expanded the business but also provides substantial return-on-investment potential. The key to Nutrisystem’s efforts is its direct-to-consumer platform. Using various advertising outlets, from magazines to television, Nutrisystem’s promotions all have one thing in common—they let customers make direct contact with the company. Inserting a unique URL or 800 number in every ad also lets Nutrisystem track the success of each and every effort. In what different ways does Nutrisystem engage in direct marketing?arrow_forward
- Marketing communications are the means by which firms seek to inform, persuade, and remind consumers—directly or indirectly—about the products and brands that they offer. The marketing communications mix consists of several communication tools. Using a product or service to illustrate your point, list and briefly explain any six communicating tools that you would utilize for this product.arrow_forwardWhich statement is true of viral marketing? Multiple Choice It involves the e-mailing of bulky video files that take a long time to load. It essentially uses newspaper and magazine ads. It can involve advertising on videos that have already reached viral status. It significantly increases the advertising costs of a company. It does not use video and photo sharing sites.arrow_forwardConsider a new product is launched, and you are selected as an advertising expert to promote thatproduct throughout its Life Cycle. Please explain the following questions separately for all the stages of product life cycle: a) What should be your objectives for advertisements of different stages of product’s LifeCycle.b) Debate on why you have selected an objective for advertisement during a specific stage. c) How those objectives will guide you in formulation of advertising campaign for different LifeStages of that product.arrow_forward
arrow_back_ios
SEE MORE QUESTIONS
arrow_forward_ios
