Deck 12: Promotion Strategy and New Media

Question 1

The case mentions a problem facing Toyota: how marketers can analyze the effectiveness of different media (print, TV, Web) in various regions. What metrics would you design to begin to tackle this problem

Answer 1

Sustainability in business refers to the management and coordination of company's financial, social, and environmental elements to make sure that the company acts in responsible, ethical, and consistent success.
The case describes the dilemma in front of automobile company T due to increase in number of new hires and top executives approaching retirement. The company is scared that the new hires wouldn't effectively adopt the company's unique culture and the people who championed the lean upstart won't be there to help the company.
The metrics that can analyze the effectiveness of different medias are website traffic, impressions, conversion rates, customer acquisition costs, customer lifetime value, sales leads, etc.

Question 2

Entrepreneurs: Is a two bottom-line business model realistic in the long term Is it sustainable

Answer 2

Sustainability in business refers to the management and coordination of company's financial, social, and environmental elements to make sure that the company acts in responsible, ethical, and consistent success.
Yes, a two bottom-line business model is realistic in the long term. The company who includes both profitability and social responsibility in its business model is more sustainable in the market for long term because it works both on profitability of the business as well as social objectives such as environment-friendly products, better working conditions for employees, etc.

Question 3

Consider the Apple iPhone. Develop one complete action plan that addresses a marketing objective to gain more iPhones purchases from 50-year-old consumers. Be sure to complete all the elements of the action plan as shown in Exhibit 19.3 and the accompanying discussion.
Reference Exhibit 19.3:

Answer 3

Sustainability in business refers to the management and coordination of company's financial, social, and environmental elements to make sure that the company acts in responsible, ethical, and consistent success.
Following is the action plan that addresses a marketing objective to gain more product iP purchases from 50-year old and older consumers:

Question 4

In what ways might Toyota link what it measures to the principles of the Toyota Way ("Continuous Improvement" and "Respect for People")

Question 5

You: Would you invest in a company with a two bottom-line strategy (profitability and social responsibility)

Question 6

Identify one product of interest in the B2C market and one in the B2B market. Research the products online. For each, given what you know about the product and their markets, which forecasting approaches do you believe would be most appropriate for use in developing a marketing plan Which approaches would be least appropriate What leads you to make these suggestions

Question 7

Assume that your school has decided to undertake a complete marketing audit. Review the marketing audit instrument (Exhibit 19.10) and accompanying discussion.
a. List as many areas as you can across the entire institution that engage in marketing activities and thus should participate in the audit.
b. As you look over the questions on the audit, do any stand out as especially important or potentially problematic when you consider what you know about your school and its marketing initiative
c. How would you actually administer the audit
d. From your perspective as a student, what aspects of marketing do you believe your school does well, and what aspects could use some improvement What leads you to these conclusions
Reference Exhibit 19.10:

Question 8

Pick a firm that interests you and for which you have some knowledge of their offerings.
a. How would this firm benefit from a marketing dashboard approach
b. What elements would you recommend it put onto its dashboard Why do you recommend the ones you do
c. How could the firm avoid some of the pitfalls potentially associated with marketing dashboards

Question 9

As Toyota looks to the future, it is looking inward at how to sustain its famous culture - the Toyota Way - that helped it become the automotive powerhouse it is. What areas does Toyota consider most important to its success

Question 10

Investors: Should investors be concerned only with a company's profitability What metrics might an investor use to measure the social responsibility success of a company

Question 11

Pick any two of the marketing metrics presented in the chapter. For each, pick any brand or product and discuss how each of those brands or products would benefit from the application of each of the marketing metrics you selected. That is, what will the information gleaned tell them that will be useful in marketing planning