Marketing Study Set 1

Business

Quiz 10 :

Digital Marketing and Social Networking

Quiz 10 :

Digital Marketing and Social Networking

Question Type
search
arrow
Some products are better suited than others to electronic marketing activities. For example, Art.com specializes in selling art prints via its online store. The ability to display a variety of prints in many different categories gives customers a convenient and efficient way to search for art. On the other hand, General Electric has a website displaying its appliances, but customers must visit a retailer to purchase them. Visit www.art.com and www.geappliances.com and compare how each firm uses the electronic environment of the Internet to enhance its marketing efforts.
Free
Essay
Answer:

Answer:

The firm A and firm GE are different in their use of internet while serving their clients. Firm A has a pre-customized group in art and divides category according to client feedback, like most loved art, whereas in case of GE the client has to select the specific category of product, like refrigerator in kitchen appliance, for viewing their required product. Firm A makes it more users friendly by suggesting the product which can be purchased by the client but in case of GE the customer has to prefix the item which one requires. This shows the better use of internet by the firm A than GE.

Tags
Choose question tag
close menu
arrow
Amazon.com is one of the Web's most recognizable marketers. Visit the company's website at www.amazon.com and describe how the company adds value to its customers' buying experiences.
Free
Essay
Answer:

Answer:

Company A adds value to its customer buying experience by providing them with several options and also give them a list of related articles which will suit to the needs of the viewers. It also has several user submitted reviews which are beneficial to the customers while making choice for a product. They also help the customers in making easy and secure payment through several financial firms like PayPal. It also makes several offers to the firm about the benefits which can be received by them, such as bonus points, on purchase of certain products at certain specified time.

Tags
Choose question tag
close menu
arrow
McDonald's Continues to Be a Global Marketing Success Serving 68 million people in 33,000 locations worldwide is all in a day's work for McDonald's-an ordinary day for a company that rings up $27 billion in annual sales in 119 nations. Through smart marketing and an understanding of what, when, where, why, and how customers want to eat, McDonald's has been able to withstand competition from traditional fast-food rivals like Burger King and KFC, as well as from casual dining chains like Panera. Growth-minded McDonald's never stops looking for new ways to reinforce customer loyalty and build profits. What's in Store? One key to McDonald's success is its menu of core items that are inextricably linked to the McDonald's brand and other items that are adapted to regional tastes. In Moscow, consumers have made Fresh McMuffin sausage sandwiches a top-selling morning item. In Argentina, the Ranchero hamburger sandwich, with a special salsa sauce, is a particular customer favorite. In France, the Croque McDo is McDonald's version of the popular croque monsieur hot ham-and- cheese sandwich. In India, the McVeggie sandwich satisfies local needs for vegetarian dishes. Taking advantage of seasonal tastes, McDonald's adds some menu items for limited periods, which encourages customers to enjoy these special foods while they can. Although McDonald's built its reputation on burgers and fries, its marketers recognize that many consumers have become more health conscious. That's why McDonald's has developed lighter fast-food fare for adults and children alike, including fresh salads, wrap sandwiches, and apple slices. It reduced the amount of sodium in McNuggets and lowered the calorie count in Happy Meals. In fact, McDonald's now sells more chicken in the United States than beef. Consumers can access the company's website for detailed nutrition and ingredient information about every menu item. Ready for Customers Early, Late, and on the Go Another way McDonald's has increased sales and profits is by opening stores early to serve the breakfast crowd and keeping select stores open until midnight or later. Some units operate drive-through service 24 hours a day. In China, where McDonald's has more than 1,500 outlets, late-night hours are popular and have helped significantly increase revenues. Breakfast is a big draw as well, accounting for up to 10 percent of McDonald's China sales. Knowing that car ownership is on the rise in China, and few competitors have drive-through locations, McDonald's is equipping new stores with drive-through capabilities, and most are open around the clock. At the same time, its stores in China offer to deliver meals to the home or office because local restaurants have traditionally provided this service. To fuel faster growth in China, McDonald's wants to pick up the pace of franchising. Currently, fewer than 10 percent of its units in China are owned by franchisees, in contrast to the 80 percent of McDonald's units worldwide that are owned by franchisees. Meanwhile, the company is opening 200 new restaurants each year across China and diversifying its menu to appeal to customers' tastes. Dealing with the Dollar Menu To appeal to cash-strapped customers on a budget, Mc- Donald's highlights its Dollar Menu of breakfast entrees and sandwiches. It has also developed an Extra Value Menu, bundling foods and beverages at a special price. Because of rising costs, however, some foods that had previously been on the Dollar Menu are now priced above a dollar and, in their place, the company has added beverages and snacks. Rising costs are a problem for McDonald's international stores as well. In countries like Russia, for example, McDonald's boosts menu prices more than once a year to cope with inflation that drives up the cost of ingredients. The company increases the price of less-expensive menu items by about half the inflation rate but increases the price of premium menu items by more than the inflation rate because, as one executive explains, "We still have a huge amount of people who are price sensitive." Despite the price hikes, Moscow's Pushkin Square is usually the busiest McDonald's on the planet, with 26 cash registers and seating for 900. For a few weeks during the 2012 Olympic Games in London, the McDonald's restaurant built expressly for this event exceeded the records set by the Pushkin Square unit by serving 1,200 customers per hour. Constructed as the official restaurant of the Olympic Games, this unit had a dining area built for 1,500 customers and served some 50,000 Big Mac burgers and 180,000 packs of fries during its six weeks of operation. At the end of the Olympics, McDonald's dismantled the restaurant and reused or recycled nearly all of the materials, equipment, and fixtures as part of its sustainability agenda. Social Responsibility on the Menu Ronald McDonald House Charities, a nonprofit group started by McDonald's, provides accommodations for families while their critically ill children are treated in hospitals far from home. Now more than three decades old, the group runs houses in 52 nations. This isn't the company's only philanthropic activity. Local McDonald's outlets support their communities by contributing to neighborhood charities and causes. Prodded in part by animal activists, the company has established animal-handling standards for its meat suppliers. It's also going green by using paper and cardboard packaging made from recycled materials. In addition, McDonald's is involving its employees in suggesting and implementing a wide range of changes to make its restaurants and operations more eco-friendly. Its U.K. division has 600 employees volunteering as Planet Champions to investigate and recommend such changes. Thanks to their efforts, McDonald's U.K. has been able to cut its energy and water consumption even as its 1,200 restaurants are serving thousands more customers each year. The corporation showcases its environmental and charitable accomplishments in a yearly corporate responsibility report posted on its website. Not all of McDonald's community activities are well received. For instance, McDonald's restaurants in Seminole County, Florida, arranged to give Happy Meals to local elementary school students as rewards for good grades and attendance. But some parents and child advocates raised concerns when students brought home report card jackets with a picture of Ronald McDonald. "It's a terribly troubling trend because it really, clearly links doing well in school with getting a Happy Meal," the head of the Campaign for a Commercial- Free Childhood told The New York Times. Viral Videos and Blogging about Beef McDonald's has a strong presence on the Internet and in social media, with country-specific Facebook pages and Twitter accounts. Its U.S. Facebook page has 20 million "likes," and its U.S. Twitter account has more than 500,000 followers. The company also posts videos online. A YouTube video by McDonald's Canada, intended to "open the virtual doors" and reveal what happens behind the scenes, received more than 3 million views within days of being posted. This video demonstrated why Quarter Pounders with cheese look better in McDonald's ads than they do in person. In the video, the director of marketing for McDonald's Canada showed how food stylists and photographers fuss over every tiny detail of preparing a burger for an ad, from the exact placement of mustard to the angle of the top bun. Then she bought a Quarter Pounder with cheese from a local McDonald's and brought it to the studio to be photographed. By comparison, the store-bought burger lacked the perfect shape and careful construction of the mouthwatering version in the ads. Not only did this video go viral, it also attracted considerable media attention worldwide. To generate grassroots word-of-mouth communications about food and service quality, the company has enlisted a handful of Mom's Quality Correspondents to visit headquarters, suppliers' facilities, and individual McDonald's stores. The moms are free to look around, ask questions, videotape what they see, and then blog about their reactions, including video snippets. A McDonald's marketing official says these bloggers can say whatever they like because "if moms were out there speaking to their communities and online communities unedited, it would get us far more credibility than just posting an article or doing website copy." After the moms traveled to a McDonald's beef supplier in Oklahoma City, one wrote on the blog, "Hey, moms across America-it is really 100% beef!" McDonald's marketing and nutrition executives are continuing the outreach to keep the conversation going. Some have attended the annual BlogHer conference and hosted lunches where bloggers can ask about nutrition, Happy Meals, and anything else on their minds. McDonald's social media initiatives don't always go the way its marketers would like. Not long ago, the company created commercials featuring some of the local farmers and ranchers who supply its restaurants with fresh potatoes, beef, and other ingredients. It paid Twitter for the privilege of being at the top of the trending list and created two hashtags, #MeetTheFarmers and #McDStories, to highlight related tweets. The objectives of this campaign were to build buzz, encourage interactivity, and lead consumers to the online commercials. Twitter users generally reacted positively to #MeetTheFarmers and the videos. However, conversations tagged as #McDStories took a negative turn, with many users posting complaints and sarcastic comments about the company. McDonald's social media director quickly decided to remove #McDStories from Twitter's home page but left #MeetTheFarmers in place because "we got lots of great engagement on that, lots of uptick from it." Selling the Arch Card Although McDonald's has sold gift certificates for many years, it now has a corporate sales division that targets businesses interested in giving small incentives to employees or customers. The incentive that McDonald's offers is its Arch Card, a prepaid gift card issued in the amount of $5, $10, $25, or $50. Businesses can buy up to 25 Arch Cards through local McDonald's outlets. The corporate sales division handles bulk purchases and gives business customers a discount if they buy $10,000 worth of Arch Cards. After recipients spend the initial gift amount, they can reload up to $110 on each card. The next time they visit a McDonald's restaurant, they'll be ready to grab and go with just a swipe of plastic. Why would McDonald's select businesses as a target market for its Arch Cards?
Free
Essay
Answer:

Answer:

Arch Card:
Arch card is a prepaid gift card sold at MCD outlets. These cards are issued for the amounts of $5, $10, $25 and $50. It is used to pay bills at MCD stores just by swiping it.
MCD has selected businesses as a target market for its Arch Cards because businesses can purchase these cards in bulk quantity. In order to boost the sales of Arch Cards, MCD offers businesses a discount with the purchase of $10,000 worth arch cards.

Tags
Choose question tag
close menu
arrow
Victors Spoils To learn more about the world's first creative ad agency built on crowdsourcing principles, including an opportunity to engage the world's most talented creatives, look at the Victors Spoils site at http://victorsandspoils.com. How can Victors Spoils be used to outsource advertising campaigns through co-creation and mass collaboration?
Essay
Answer:
Tags
Choose question tag
close menu
arrow
Define interactivity and explain its significance. How can marketers exploit this characteristic to improve relations with customers?
Essay
Answer:
Tags
Choose question tag
close menu
arrow
When developing a marketing strategy using new digital media, a marketer must be aware of the strengths and weaknesses of these new media. Digital media are relatively new to the fi eld of marketing and have different pros and cons relative to traditional media sources. Different products and target markets may be more or less suited for different digital media outlets. Review the key concepts of addressability, interactivity, accessibility, connectivity, and control in Table 10.1, and explain how they relate to social media. Think about how a marketing strategy focused on social media differs from a marketing campaign reliant on traditional media sources. img The information obtained from these questions should assist you in developing various aspects of your marketing plan found in the "Interactive Marketing Plan" exercise at www.cengagebrain.com.
Essay
Answer:
Tags
Choose question tag
close menu
arrow
Victors Spoils To learn more about the world's first creative ad agency built on crowdsourcing principles, including an opportunity to engage the world's most talented creatives, look at the Victors Spoils site at http://victorsandspoils.com. If you want to engage in activities related to what would be found in the creative department of an advertising agency, how can Victors Spoils help you launch your career?
Essay
Answer:
Tags
Choose question tag
close menu
arrow
When developing a marketing strategy using new digital media, a marketer must be aware of the strengths and weaknesses of these new media. Digital media are relatively new to the fi eld of marketing and have different pros and cons relative to traditional media sources. Different products and target markets may be more or less suited for different digital media outlets. No matter what marketing media are used, determining the correct marketing mix for your company is always important. Think about how social media might affect the marketing mix. The information obtained from these questions should assist you in developing various aspects of your marketing plan found in the "Interactive Marketing Plan" exercise at www.cengagebrain.com.
Essay
Answer:
Tags
Choose question tag
close menu
arrow
Victors Spoils To learn more about the world's first creative ad agency built on crowdsourcing principles, including an opportunity to engage the world's most talented creatives, look at the Victors Spoils site at http://victorsandspoils.com. Victors Spoils and crowdsourcing is built on the foundation that good ideas should come from anywhere. Is it possible that this new approach will eliminate traditional ad agencies and creative departments?
Not Answered

There is no answer for this question

Tags
Choose question tag
close menu
arrow
Social networking has become a popular method of communication not only for individuals but for businesses as well. Visit the various social networking sites, such as Facebook and Twitter, and identify how companies are utilizing each of these sites in their marketing strategies.
Essay
Answer:
Tags
Choose question tag
close menu
arrow
McDonald's Continues to Be a Global Marketing Success Serving 68 million people in 33,000 locations worldwide is all in a day's work for McDonald's-an ordinary day for a company that rings up $27 billion in annual sales in 119 nations. Through smart marketing and an understanding of what, when, where, why, and how customers want to eat, McDonald's has been able to withstand competition from traditional fast-food rivals like Burger King and KFC, as well as from casual dining chains like Panera. Growth-minded McDonald's never stops looking for new ways to reinforce customer loyalty and build profits. What's in Store? One key to McDonald's success is its menu of core items that are inextricably linked to the McDonald's brand and other items that are adapted to regional tastes. In Moscow, consumers have made Fresh McMuffin sausage sandwiches a top-selling morning item. In Argentina, the Ranchero hamburger sandwich, with a special salsa sauce, is a particular customer favorite. In France, the Croque McDo is McDonald's version of the popular croque monsieur hot ham-and- cheese sandwich. In India, the McVeggie sandwich satisfies local needs for vegetarian dishes. Taking advantage of seasonal tastes, McDonald's adds some menu items for limited periods, which encourages customers to enjoy these special foods while they can. Although McDonald's built its reputation on burgers and fries, its marketers recognize that many consumers have become more health conscious. That's why McDonald's has developed lighter fast-food fare for adults and children alike, including fresh salads, wrap sandwiches, and apple slices. It reduced the amount of sodium in McNuggets and lowered the calorie count in Happy Meals. In fact, McDonald's now sells more chicken in the United States than beef. Consumers can access the company's website for detailed nutrition and ingredient information about every menu item. Ready for Customers Early, Late, and on the Go Another way McDonald's has increased sales and profits is by opening stores early to serve the breakfast crowd and keeping select stores open until midnight or later. Some units operate drive-through service 24 hours a day. In China, where McDonald's has more than 1,500 outlets, late-night hours are popular and have helped significantly increase revenues. Breakfast is a big draw as well, accounting for up to 10 percent of McDonald's China sales. Knowing that car ownership is on the rise in China, and few competitors have drive-through locations, McDonald's is equipping new stores with drive-through capabilities, and most are open around the clock. At the same time, its stores in China offer to deliver meals to the home or office because local restaurants have traditionally provided this service. To fuel faster growth in China, McDonald's wants to pick up the pace of franchising. Currently, fewer than 10 percent of its units in China are owned by franchisees, in contrast to the 80 percent of McDonald's units worldwide that are owned by franchisees. Meanwhile, the company is opening 200 new restaurants each year across China and diversifying its menu to appeal to customers' tastes. Dealing with the Dollar Menu To appeal to cash-strapped customers on a budget, Mc- Donald's highlights its Dollar Menu of breakfast entrees and sandwiches. It has also developed an Extra Value Menu, bundling foods and beverages at a special price. Because of rising costs, however, some foods that had previously been on the Dollar Menu are now priced above a dollar and, in their place, the company has added beverages and snacks. Rising costs are a problem for McDonald's international stores as well. In countries like Russia, for example, McDonald's boosts menu prices more than once a year to cope with inflation that drives up the cost of ingredients. The company increases the price of less-expensive menu items by about half the inflation rate but increases the price of premium menu items by more than the inflation rate because, as one executive explains, "We still have a huge amount of people who are price sensitive." Despite the price hikes, Moscow's Pushkin Square is usually the busiest McDonald's on the planet, with 26 cash registers and seating for 900. For a few weeks during the 2012 Olympic Games in London, the McDonald's restaurant built expressly for this event exceeded the records set by the Pushkin Square unit by serving 1,200 customers per hour. Constructed as the official restaurant of the Olympic Games, this unit had a dining area built for 1,500 customers and served some 50,000 Big Mac burgers and 180,000 packs of fries during its six weeks of operation. At the end of the Olympics, McDonald's dismantled the restaurant and reused or recycled nearly all of the materials, equipment, and fixtures as part of its sustainability agenda. Social Responsibility on the Menu Ronald McDonald House Charities, a nonprofit group started by McDonald's, provides accommodations for families while their critically ill children are treated in hospitals far from home. Now more than three decades old, the group runs houses in 52 nations. This isn't the company's only philanthropic activity. Local McDonald's outlets support their communities by contributing to neighborhood charities and causes. Prodded in part by animal activists, the company has established animal-handling standards for its meat suppliers. It's also going green by using paper and cardboard packaging made from recycled materials. In addition, McDonald's is involving its employees in suggesting and implementing a wide range of changes to make its restaurants and operations more eco-friendly. Its U.K. division has 600 employees volunteering as Planet Champions to investigate and recommend such changes. Thanks to their efforts, McDonald's U.K. has been able to cut its energy and water consumption even as its 1,200 restaurants are serving thousands more customers each year. The corporation showcases its environmental and charitable accomplishments in a yearly corporate responsibility report posted on its website. Not all of McDonald's community activities are well received. For instance, McDonald's restaurants in Seminole County, Florida, arranged to give Happy Meals to local elementary school students as rewards for good grades and attendance. But some parents and child advocates raised concerns when students brought home report card jackets with a picture of Ronald McDonald. "It's a terribly troubling trend because it really, clearly links doing well in school with getting a Happy Meal," the head of the Campaign for a Commercial- Free Childhood told The New York Times. Viral Videos and Blogging about Beef McDonald's has a strong presence on the Internet and in social media, with country-specific Facebook pages and Twitter accounts. Its U.S. Facebook page has 20 million "likes," and its U.S. Twitter account has more than 500,000 followers. The company also posts videos online. A YouTube video by McDonald's Canada, intended to "open the virtual doors" and reveal what happens behind the scenes, received more than 3 million views within days of being posted. This video demonstrated why Quarter Pounders with cheese look better in McDonald's ads than they do in person. In the video, the director of marketing for McDonald's Canada showed how food stylists and photographers fuss over every tiny detail of preparing a burger for an ad, from the exact placement of mustard to the angle of the top bun. Then she bought a Quarter Pounder with cheese from a local McDonald's and brought it to the studio to be photographed. By comparison, the store-bought burger lacked the perfect shape and careful construction of the mouthwatering version in the ads. Not only did this video go viral, it also attracted considerable media attention worldwide. To generate grassroots word-of-mouth communications about food and service quality, the company has enlisted a handful of Mom's Quality Correspondents to visit headquarters, suppliers' facilities, and individual McDonald's stores. The moms are free to look around, ask questions, videotape what they see, and then blog about their reactions, including video snippets. A McDonald's marketing official says these bloggers can say whatever they like because "if moms were out there speaking to their communities and online communities unedited, it would get us far more credibility than just posting an article or doing website copy." After the moms traveled to a McDonald's beef supplier in Oklahoma City, one wrote on the blog, "Hey, moms across America-it is really 100% beef!" McDonald's marketing and nutrition executives are continuing the outreach to keep the conversation going. Some have attended the annual BlogHer conference and hosted lunches where bloggers can ask about nutrition, Happy Meals, and anything else on their minds. McDonald's social media initiatives don't always go the way its marketers would like. Not long ago, the company created commercials featuring some of the local farmers and ranchers who supply its restaurants with fresh potatoes, beef, and other ingredients. It paid Twitter for the privilege of being at the top of the trending list and created two hashtags, #MeetTheFarmers and #McDStories, to highlight related tweets. The objectives of this campaign were to build buzz, encourage interactivity, and lead consumers to the online commercials. Twitter users generally reacted positively to #MeetTheFarmers and the videos. However, conversations tagged as #McDStories took a negative turn, with many users posting complaints and sarcastic comments about the company. McDonald's social media director quickly decided to remove #McDStories from Twitter's home page but left #MeetTheFarmers in place because "we got lots of great engagement on that, lots of uptick from it." Selling the Arch Card Although McDonald's has sold gift certificates for many years, it now has a corporate sales division that targets businesses interested in giving small incentives to employees or customers. The incentive that McDonald's offers is its Arch Card, a prepaid gift card issued in the amount of $5, $10, $25, or $50. Businesses can buy up to 25 Arch Cards through local McDonald's outlets. The corporate sales division handles bulk purchases and gives business customers a discount if they buy $10,000 worth of Arch Cards. After recipients spend the initial gift amount, they can reload up to $110 on each card. The next time they visit a McDonald's restaurant, they'll be ready to grab and go with just a swipe of plastic. What are the advantages and disadvantages of McDonald's using franchising to grow more quickly in China?
Essay
Answer:
Tags
Choose question tag
close menu
arrow
Twitter Emerges as a Digital Marketing Tool Businesses big and small are tweeting to inform the world about their companies. By asking the question "What's happening?," Twitter allows users to tell their followers about moments in their daily lives. Twitter users post messages of up to 140 characters through SMS, instant messaging, or the Twitter website. Based out of a San Francisco warehouse, Twitter was founded by Biz Stone, Noah Glass, Jack Dorsey, and Evan Williams. It started as a podcasting company but quickly morphed into its current social networking form. People use Twitter for everything from "I'm catching some zzz's in class," to organizing protests, to fielding questions during presidential town hall meetings. On Facebook, users are able to communicate directly only if the users have agreed to be "friends." On Twitter, anyone can sign up to follow any public tweets available. For instance, actor Ashton Kutcher has more than 9 million followers. Many marketers have been quick to jump on the Twitter bandwagon, finding it to be an effective communications tool for attracting consumers. For example, direct selling jewelry company Stella Dot uses Twitter to post updates about the company and its products. Many of its product postings are accompanied by a link that displays product photos; thus, the posting calls attention to the product, while the photo enables interested users to see what it looks like without having to leave the site. Additionally, Twitter has been helpful for entrepreneurs to share their expertise. Gary Vaynerchuck, who co-owns a wine retailer, shares his wine expertise with more than 900,000 followers. The bottom line is that a Twitter post can tell others what you are up to in your business. These posts can then be forwarded to others to create a buzz. "Follow us on Twitter" signs are appearing on the doors and windows of businesses around the globe. A survey conducted by Social Media Examiner indicates that more than 90 percent of marketers use Facebook, more than 80 percent use Twitter, and about 70 percent use LinkedIn. Kogi BBQ in Los Angeles, which uses vans to cater Korean food, has incorporated Twitter as part of its core promotional strategy. The company has more than 97,000 followers on Twitter and uses the service to tell customers where its mobile Korean food vans can be found each day. The most important benefit marketers claim that social media sites like Twitter offer is increasing the exposure of their businesses. For its first years of existence, revenue generation was not a strong priority for Twitter. Rather, its mission statement is "to constantly connect people everywhere to what is most meaningful to them." However, because no business can survive without revenue, Twitter decided to investigate unique advertising opportunities that would benefit businesses while maintaining its core values. Although businesses can still post tweets for free, they can pay to have their posts made more prominent on the Twitter site. Twitter adopted three major promotional methods to help businesses call attention to their messages among non-followers. "Promoted tweets" are tweets that businesses pay to have placed at the top of relevant search results. "Promoted trends" are placed at the top of Twitter's popular topics page for a day at a cost of approximately $120,000. "Promoted accounts" are when businesses pay to have Twitter recommend their businesses for users to follow based upon their interests. These promotional techniques have generated revenue from marketers at Budweiser, Starbucks, and Walt Disney. General Motors used Twitter promotions to supplement its television commercials during the 2012 Super Bowl, including one that took a combative approach to competitor Ford Motor (Ford responded with its own tweets). General Motors estimates these ads doubled its amount of Twitter followers. Twitter has also made promoted tweets available over mobile devices. Of course, with the success of Twitter comes criticism as well. Some feel that many Twitter users post mundane details of their lives just to kill time. Security issues have also been a problem. Security breaches have sometimes released users' personal information, causing Twitter to invest in security measures to guard against such problems. But these challenges have not dulled Twitter's success. With more than 100 million active Twitter users, the craze is continuing at full force. How could Twitter be used as a tool to strengthen customer relationships and to gather consumer feedback?
Essay
Answer:
Tags
Choose question tag
close menu
arrow
Explain the distinction between push and pull media. What is the significance of control in terms of using websites to market products?
Essay
Answer:
Tags
Choose question tag
close menu
arrow
RogueSheep's Postage App: The Postcard of the Future That 25-cent postcard in the gift shop may soon become a thing of the past. RogueSheep's postage application is giving the traditional postcard a run for its money, as it allows users to send a digital postcard to their family members quickly and efficiently. RogueSheep is a software development and consulting company based in Seattle. Co-founders Christopher Parrish, Daniel Guenther, Matt Joss, and Jeff Argast founded RogueSheep as an Adobe Development shop. The company specializes in graphics and publishing software while acting as a consultant to clients with their software development projects. One of the company's most popular products is its mobile app "Postage," iPhone's first postcard application. The idea for Postage came from a business conference when Parrish's business partner wanted to send a postcard back to his wife. The founders of RogueSheep thought this would make a great iPhone app, and development of this app began. For $4.99, iPhone users can purchase the app, choose from more than 90 postcard designs, customize the design by inserting their own photos, and send the postcard to their friends or relatives. Customers can personalize their postcards by adding effects, rotating or zooming in on the picture, and changing the font or style of the message. What takes a few days by regular mail can now take only seconds. Connectivity based on digital communication keeps people connected in an instant. Social networking sites provide a way that consumers can connect and express their feelings, emotions, and opinions. In the case of the RogueSheep Postage app, it provides better and more personalized connections than a traditional postcard. Each pixel of the app's screens has been designed by RogueSheep designers. RogueSheep has become a major success in the software design world, winning Apple's 2009 Design Award. Much of its success likely comes from the great care that RogueSheep puts into its Postage designs. Each postcard in the app is created by the application designer, and designs are continually added to give customers a range of options to choose from. Additionally, RogueSheep has broken into the social networking world by creating ways that users can share their customized postcards with friends and followers on Facebook and Twitter. Now that social networking is more popular for personal communication than e-mail, RogueSheep's app is perfect for social networks. Social networking also allows RogueSheep to spread the word about its Postage app and create buzz around the product. To create awareness of the product, RogueSheep uses a combination of digital and traditional media, utilizing Web advertising and traditional magazines like Macworld as promotional tools. RogueSheep has also encouraged trials of its Postage app by giving out promotional codes through Twitter to enable free trials of its product. In the business realm, RogueSheep's Postage app could be used to send postcards to remind customers about their products or special events. This application could potentially be customized to be a less expensive, more impactful business-to-consumer promotional postcard. As more and more people become familiar with iPhone apps, RogueSheep must constantly adapt its products to anticipate and meet customer needs. Recently, RogueSheep expanded its product offerings with apps like RoseGlobe- which allows users to place pictures of their sweethearts in a globe with swirling hearts that move as the iPhone moves- and an Instaview app that allows users of the mobile photo sharing application Instagram to show and share these photos on a Mac computer. RogueSheep also offers holidayand romance-themed Postage apps for special occasions. The company regularly investigates new designs for its digital postcards. By creating a new, effi cient way to meet a consumer need, RogueSheep's Postage app may supplant printed materials to become the future of postcards. The business applications of sending RogueSheep postcards are unlimited and can be another form of digital marketing. RogueSheep's postage application, like all digital marketing activities, should be integrated into a marketing strategy that relates to the target market's ability and interest in digital communication. How do you think businesses could effectively use RogueSheep postcards in their communications program?
Essay
Answer:
Tags
Choose question tag
close menu
arrow
How does e-marketing differ from traditional marketing?
Essay
Answer:
Tags
Choose question tag
close menu
arrow
RogueSheep's Postage App: The Postcard of the Future That 25-cent postcard in the gift shop may soon become a thing of the past. RogueSheep's postage application is giving the traditional postcard a run for its money, as it allows users to send a digital postcard to their family members quickly and efficiently. RogueSheep is a software development and consulting company based in Seattle. Co-founders Christopher Parrish, Daniel Guenther, Matt Joss, and Jeff Argast founded RogueSheep as an Adobe Development shop. The company specializes in graphics and publishing software while acting as a consultant to clients with their software development projects. One of the company's most popular products is its mobile app "Postage," iPhone's first postcard application. The idea for Postage came from a business conference when Parrish's business partner wanted to send a postcard back to his wife. The founders of RogueSheep thought this would make a great iPhone app, and development of this app began. For $4.99, iPhone users can purchase the app, choose from more than 90 postcard designs, customize the design by inserting their own photos, and send the postcard to their friends or relatives. Customers can personalize their postcards by adding effects, rotating or zooming in on the picture, and changing the font or style of the message. What takes a few days by regular mail can now take only seconds. Connectivity based on digital communication keeps people connected in an instant. Social networking sites provide a way that consumers can connect and express their feelings, emotions, and opinions. In the case of the RogueSheep Postage app, it provides better and more personalized connections than a traditional postcard. Each pixel of the app's screens has been designed by RogueSheep designers. RogueSheep has become a major success in the software design world, winning Apple's 2009 Design Award. Much of its success likely comes from the great care that RogueSheep puts into its Postage designs. Each postcard in the app is created by the application designer, and designs are continually added to give customers a range of options to choose from. Additionally, RogueSheep has broken into the social networking world by creating ways that users can share their customized postcards with friends and followers on Facebook and Twitter. Now that social networking is more popular for personal communication than e-mail, RogueSheep's app is perfect for social networks. Social networking also allows RogueSheep to spread the word about its Postage app and create buzz around the product. To create awareness of the product, RogueSheep uses a combination of digital and traditional media, utilizing Web advertising and traditional magazines like Macworld as promotional tools. RogueSheep has also encouraged trials of its Postage app by giving out promotional codes through Twitter to enable free trials of its product. In the business realm, RogueSheep's Postage app could be used to send postcards to remind customers about their products or special events. This application could potentially be customized to be a less expensive, more impactful business-to-consumer promotional postcard. As more and more people become familiar with iPhone apps, RogueSheep must constantly adapt its products to anticipate and meet customer needs. Recently, RogueSheep expanded its product offerings with apps like RoseGlobe- which allows users to place pictures of their sweethearts in a globe with swirling hearts that move as the iPhone moves- and an Instaview app that allows users of the mobile photo sharing application Instagram to show and share these photos on a Mac computer. RogueSheep also offers holidayand romance-themed Postage apps for special occasions. The company regularly investigates new designs for its digital postcards. By creating a new, effi cient way to meet a consumer need, RogueSheep's Postage app may supplant printed materials to become the future of postcards. The business applications of sending RogueSheep postcards are unlimited and can be another form of digital marketing. RogueSheep's postage application, like all digital marketing activities, should be integrated into a marketing strategy that relates to the target market's ability and interest in digital communication. Is it possible for RogueSheep to advance its digital postcards to those who do not have access to iPhone apps?
Essay
Answer:
Tags
Choose question tag
close menu
arrow
McDonald's Continues to Be a Global Marketing Success Serving 68 million people in 33,000 locations worldwide is all in a day's work for McDonald's-an ordinary day for a company that rings up $27 billion in annual sales in 119 nations. Through smart marketing and an understanding of what, when, where, why, and how customers want to eat, McDonald's has been able to withstand competition from traditional fast-food rivals like Burger King and KFC, as well as from casual dining chains like Panera. Growth-minded McDonald's never stops looking for new ways to reinforce customer loyalty and build profits. What's in Store? One key to McDonald's success is its menu of core items that are inextricably linked to the McDonald's brand and other items that are adapted to regional tastes. In Moscow, consumers have made Fresh McMuffin sausage sandwiches a top-selling morning item. In Argentina, the Ranchero hamburger sandwich, with a special salsa sauce, is a particular customer favorite. In France, the Croque McDo is McDonald's version of the popular croque monsieur hot ham-and- cheese sandwich. In India, the McVeggie sandwich satisfies local needs for vegetarian dishes. Taking advantage of seasonal tastes, McDonald's adds some menu items for limited periods, which encourages customers to enjoy these special foods while they can. Although McDonald's built its reputation on burgers and fries, its marketers recognize that many consumers have become more health conscious. That's why McDonald's has developed lighter fast-food fare for adults and children alike, including fresh salads, wrap sandwiches, and apple slices. It reduced the amount of sodium in McNuggets and lowered the calorie count in Happy Meals. In fact, McDonald's now sells more chicken in the United States than beef. Consumers can access the company's website for detailed nutrition and ingredient information about every menu item. Ready for Customers Early, Late, and on the Go Another way McDonald's has increased sales and profits is by opening stores early to serve the breakfast crowd and keeping select stores open until midnight or later. Some units operate drive-through service 24 hours a day. In China, where McDonald's has more than 1,500 outlets, late-night hours are popular and have helped significantly increase revenues. Breakfast is a big draw as well, accounting for up to 10 percent of McDonald's China sales. Knowing that car ownership is on the rise in China, and few competitors have drive-through locations, McDonald's is equipping new stores with drive-through capabilities, and most are open around the clock. At the same time, its stores in China offer to deliver meals to the home or office because local restaurants have traditionally provided this service. To fuel faster growth in China, McDonald's wants to pick up the pace of franchising. Currently, fewer than 10 percent of its units in China are owned by franchisees, in contrast to the 80 percent of McDonald's units worldwide that are owned by franchisees. Meanwhile, the company is opening 200 new restaurants each year across China and diversifying its menu to appeal to customers' tastes. Dealing with the Dollar Menu To appeal to cash-strapped customers on a budget, Mc- Donald's highlights its Dollar Menu of breakfast entrees and sandwiches. It has also developed an Extra Value Menu, bundling foods and beverages at a special price. Because of rising costs, however, some foods that had previously been on the Dollar Menu are now priced above a dollar and, in their place, the company has added beverages and snacks. Rising costs are a problem for McDonald's international stores as well. In countries like Russia, for example, McDonald's boosts menu prices more than once a year to cope with inflation that drives up the cost of ingredients. The company increases the price of less-expensive menu items by about half the inflation rate but increases the price of premium menu items by more than the inflation rate because, as one executive explains, "We still have a huge amount of people who are price sensitive." Despite the price hikes, Moscow's Pushkin Square is usually the busiest McDonald's on the planet, with 26 cash registers and seating for 900. For a few weeks during the 2012 Olympic Games in London, the McDonald's restaurant built expressly for this event exceeded the records set by the Pushkin Square unit by serving 1,200 customers per hour. Constructed as the official restaurant of the Olympic Games, this unit had a dining area built for 1,500 customers and served some 50,000 Big Mac burgers and 180,000 packs of fries during its six weeks of operation. At the end of the Olympics, McDonald's dismantled the restaurant and reused or recycled nearly all of the materials, equipment, and fixtures as part of its sustainability agenda. Social Responsibility on the Menu Ronald McDonald House Charities, a nonprofit group started by McDonald's, provides accommodations for families while their critically ill children are treated in hospitals far from home. Now more than three decades old, the group runs houses in 52 nations. This isn't the company's only philanthropic activity. Local McDonald's outlets support their communities by contributing to neighborhood charities and causes. Prodded in part by animal activists, the company has established animal-handling standards for its meat suppliers. It's also going green by using paper and cardboard packaging made from recycled materials. In addition, McDonald's is involving its employees in suggesting and implementing a wide range of changes to make its restaurants and operations more eco-friendly. Its U.K. division has 600 employees volunteering as Planet Champions to investigate and recommend such changes. Thanks to their efforts, McDonald's U.K. has been able to cut its energy and water consumption even as its 1,200 restaurants are serving thousands more customers each year. The corporation showcases its environmental and charitable accomplishments in a yearly corporate responsibility report posted on its website. Not all of McDonald's community activities are well received. For instance, McDonald's restaurants in Seminole County, Florida, arranged to give Happy Meals to local elementary school students as rewards for good grades and attendance. But some parents and child advocates raised concerns when students brought home report card jackets with a picture of Ronald McDonald. "It's a terribly troubling trend because it really, clearly links doing well in school with getting a Happy Meal," the head of the Campaign for a Commercial- Free Childhood told The New York Times. Viral Videos and Blogging about Beef McDonald's has a strong presence on the Internet and in social media, with country-specific Facebook pages and Twitter accounts. Its U.S. Facebook page has 20 million "likes," and its U.S. Twitter account has more than 500,000 followers. The company also posts videos online. A YouTube video by McDonald's Canada, intended to "open the virtual doors" and reveal what happens behind the scenes, received more than 3 million views within days of being posted. This video demonstrated why Quarter Pounders with cheese look better in McDonald's ads than they do in person. In the video, the director of marketing for McDonald's Canada showed how food stylists and photographers fuss over every tiny detail of preparing a burger for an ad, from the exact placement of mustard to the angle of the top bun. Then she bought a Quarter Pounder with cheese from a local McDonald's and brought it to the studio to be photographed. By comparison, the store-bought burger lacked the perfect shape and careful construction of the mouthwatering version in the ads. Not only did this video go viral, it also attracted considerable media attention worldwide. To generate grassroots word-of-mouth communications about food and service quality, the company has enlisted a handful of Mom's Quality Correspondents to visit headquarters, suppliers' facilities, and individual McDonald's stores. The moms are free to look around, ask questions, videotape what they see, and then blog about their reactions, including video snippets. A McDonald's marketing official says these bloggers can say whatever they like because "if moms were out there speaking to their communities and online communities unedited, it would get us far more credibility than just posting an article or doing website copy." After the moms traveled to a McDonald's beef supplier in Oklahoma City, one wrote on the blog, "Hey, moms across America-it is really 100% beef!" McDonald's marketing and nutrition executives are continuing the outreach to keep the conversation going. Some have attended the annual BlogHer conference and hosted lunches where bloggers can ask about nutrition, Happy Meals, and anything else on their minds. McDonald's social media initiatives don't always go the way its marketers would like. Not long ago, the company created commercials featuring some of the local farmers and ranchers who supply its restaurants with fresh potatoes, beef, and other ingredients. It paid Twitter for the privilege of being at the top of the trending list and created two hashtags, #MeetTheFarmers and #McDStories, to highlight related tweets. The objectives of this campaign were to build buzz, encourage interactivity, and lead consumers to the online commercials. Twitter users generally reacted positively to #MeetTheFarmers and the videos. However, conversations tagged as #McDStories took a negative turn, with many users posting complaints and sarcastic comments about the company. McDonald's social media director quickly decided to remove #McDStories from Twitter's home page but left #MeetTheFarmers in place because "we got lots of great engagement on that, lots of uptick from it." Selling the Arch Card Although McDonald's has sold gift certificates for many years, it now has a corporate sales division that targets businesses interested in giving small incentives to employees or customers. The incentive that McDonald's offers is its Arch Card, a prepaid gift card issued in the amount of $5, $10, $25, or $50. Businesses can buy up to 25 Arch Cards through local McDonald's outlets. The corporate sales division handles bulk purchases and gives business customers a discount if they buy $10,000 worth of Arch Cards. After recipients spend the initial gift amount, they can reload up to $110 on each card. The next time they visit a McDonald's restaurant, they'll be ready to grab and go with just a swipe of plastic. In what ways is McDonald's generating positive attitudes toward its brand and offerings?
Essay
Answer:
Tags
Choose question tag
close menu
arrow
Twitter Emerges as a Digital Marketing Tool Businesses big and small are tweeting to inform the world about their companies. By asking the question "What's happening?," Twitter allows users to tell their followers about moments in their daily lives. Twitter users post messages of up to 140 characters through SMS, instant messaging, or the Twitter website. Based out of a San Francisco warehouse, Twitter was founded by Biz Stone, Noah Glass, Jack Dorsey, and Evan Williams. It started as a podcasting company but quickly morphed into its current social networking form. People use Twitter for everything from "I'm catching some zzz's in class," to organizing protests, to fielding questions during presidential town hall meetings. On Facebook, users are able to communicate directly only if the users have agreed to be "friends." On Twitter, anyone can sign up to follow any public tweets available. For instance, actor Ashton Kutcher has more than 9 million followers. Many marketers have been quick to jump on the Twitter bandwagon, finding it to be an effective communications tool for attracting consumers. For example, direct selling jewelry company Stella Dot uses Twitter to post updates about the company and its products. Many of its product postings are accompanied by a link that displays product photos; thus, the posting calls attention to the product, while the photo enables interested users to see what it looks like without having to leave the site. Additionally, Twitter has been helpful for entrepreneurs to share their expertise. Gary Vaynerchuck, who co-owns a wine retailer, shares his wine expertise with more than 900,000 followers. The bottom line is that a Twitter post can tell others what you are up to in your business. These posts can then be forwarded to others to create a buzz. "Follow us on Twitter" signs are appearing on the doors and windows of businesses around the globe. A survey conducted by Social Media Examiner indicates that more than 90 percent of marketers use Facebook, more than 80 percent use Twitter, and about 70 percent use LinkedIn. Kogi BBQ in Los Angeles, which uses vans to cater Korean food, has incorporated Twitter as part of its core promotional strategy. The company has more than 97,000 followers on Twitter and uses the service to tell customers where its mobile Korean food vans can be found each day. The most important benefit marketers claim that social media sites like Twitter offer is increasing the exposure of their businesses. For its first years of existence, revenue generation was not a strong priority for Twitter. Rather, its mission statement is "to constantly connect people everywhere to what is most meaningful to them." However, because no business can survive without revenue, Twitter decided to investigate unique advertising opportunities that would benefit businesses while maintaining its core values. Although businesses can still post tweets for free, they can pay to have their posts made more prominent on the Twitter site. Twitter adopted three major promotional methods to help businesses call attention to their messages among non-followers. "Promoted tweets" are tweets that businesses pay to have placed at the top of relevant search results. "Promoted trends" are placed at the top of Twitter's popular topics page for a day at a cost of approximately $120,000. "Promoted accounts" are when businesses pay to have Twitter recommend their businesses for users to follow based upon their interests. These promotional techniques have generated revenue from marketers at Budweiser, Starbucks, and Walt Disney. General Motors used Twitter promotions to supplement its television commercials during the 2012 Super Bowl, including one that took a combative approach to competitor Ford Motor (Ford responded with its own tweets). General Motors estimates these ads doubled its amount of Twitter followers. Twitter has also made promoted tweets available over mobile devices. Of course, with the success of Twitter comes criticism as well. Some feel that many Twitter users post mundane details of their lives just to kill time. Security issues have also been a problem. Security breaches have sometimes released users' personal information, causing Twitter to invest in security measures to guard against such problems. But these challenges have not dulled Twitter's success. With more than 100 million active Twitter users, the craze is continuing at full force. What are some of the drawbacks of using Twitter as a marketing tool?
Essay
Answer:
Tags
Choose question tag
close menu
arrow
When developing a marketing strategy using new digital media, a marketer must be aware of the strengths and weaknesses of these new media. Digital media are relatively new to the fi eld of marketing and have different pros and cons relative to traditional media sources. Different products and target markets may be more or less suited for different digital media outlets. Discuss different digital media and the pros and cons of using each as part of your marketing plan. The information obtained from these questions should assist you in developing various aspects of your marketing plan found in the "Interactive Marketing Plan" exercise at www.cengagebrain.com.
Essay
Answer:
Tags
Choose question tag
close menu
arrow
Twitter Emerges as a Digital Marketing Tool Businesses big and small are tweeting to inform the world about their companies. By asking the question "What's happening?," Twitter allows users to tell their followers about moments in their daily lives. Twitter users post messages of up to 140 characters through SMS, instant messaging, or the Twitter website. Based out of a San Francisco warehouse, Twitter was founded by Biz Stone, Noah Glass, Jack Dorsey, and Evan Williams. It started as a podcasting company but quickly morphed into its current social networking form. People use Twitter for everything from "I'm catching some zzz's in class," to organizing protests, to fielding questions during presidential town hall meetings. On Facebook, users are able to communicate directly only if the users have agreed to be "friends." On Twitter, anyone can sign up to follow any public tweets available. For instance, actor Ashton Kutcher has more than 9 million followers. Many marketers have been quick to jump on the Twitter bandwagon, finding it to be an effective communications tool for attracting consumers. For example, direct selling jewelry company Stella Dot uses Twitter to post updates about the company and its products. Many of its product postings are accompanied by a link that displays product photos; thus, the posting calls attention to the product, while the photo enables interested users to see what it looks like without having to leave the site. Additionally, Twitter has been helpful for entrepreneurs to share their expertise. Gary Vaynerchuck, who co-owns a wine retailer, shares his wine expertise with more than 900,000 followers. The bottom line is that a Twitter post can tell others what you are up to in your business. These posts can then be forwarded to others to create a buzz. "Follow us on Twitter" signs are appearing on the doors and windows of businesses around the globe. A survey conducted by Social Media Examiner indicates that more than 90 percent of marketers use Facebook, more than 80 percent use Twitter, and about 70 percent use LinkedIn. Kogi BBQ in Los Angeles, which uses vans to cater Korean food, has incorporated Twitter as part of its core promotional strategy. The company has more than 97,000 followers on Twitter and uses the service to tell customers where its mobile Korean food vans can be found each day. The most important benefit marketers claim that social media sites like Twitter offer is increasing the exposure of their businesses. For its first years of existence, revenue generation was not a strong priority for Twitter. Rather, its mission statement is "to constantly connect people everywhere to what is most meaningful to them." However, because no business can survive without revenue, Twitter decided to investigate unique advertising opportunities that would benefit businesses while maintaining its core values. Although businesses can still post tweets for free, they can pay to have their posts made more prominent on the Twitter site. Twitter adopted three major promotional methods to help businesses call attention to their messages among non-followers. "Promoted tweets" are tweets that businesses pay to have placed at the top of relevant search results. "Promoted trends" are placed at the top of Twitter's popular topics page for a day at a cost of approximately $120,000. "Promoted accounts" are when businesses pay to have Twitter recommend their businesses for users to follow based upon their interests. These promotional techniques have generated revenue from marketers at Budweiser, Starbucks, and Walt Disney. General Motors used Twitter promotions to supplement its television commercials during the 2012 Super Bowl, including one that took a combative approach to competitor Ford Motor (Ford responded with its own tweets). General Motors estimates these ads doubled its amount of Twitter followers. Twitter has also made promoted tweets available over mobile devices. Of course, with the success of Twitter comes criticism as well. Some feel that many Twitter users post mundane details of their lives just to kill time. Security issues have also been a problem. Security breaches have sometimes released users' personal information, causing Twitter to invest in security measures to guard against such problems. But these challenges have not dulled Twitter's success. With more than 100 million active Twitter users, the craze is continuing at full force. Why is Twitter appealing to companies?
Essay
Answer:
Tags
Choose question tag
close menu
Showing 1 - 20 of 31