Principles of Marketing, Student Value Edition Plus MyLab Marketing with Pearson eText -- Access Card Package (17th Edition)
17th Edition
ISBN: 9780134642321
Author: Philip T. Kotler, Gary Armstrong
Publisher: PEARSON
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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.
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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 Plus MyLab Marketing with Pearson eText -- Access Card Package (17th Edition)
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