Marketing Management 1st Edition by Greg Marshall,Mark Johnston

Exercise 1

The chapter discusses the role of the marketing manager in promotional strategy (Exhibit 17.10 and accompanying discussion). The trend today in both large and small firms is for much of the promotion function to be outsourced.
a. Comment on this outsourcing trend. What are the major reasons for the trend What are the pros and cons What is your personal view about outsourcing all or part of promotion
b. Assume you are a marketing manager for a firm that outsources promotionto a creative agency. In what ways does this arrangement impact your jobIn particular, concentrate on how it impacts your marketing planning (beingmindful that promotion planning is a key element). How would you interactwith the agency as a manager representing your firm (assume you haveresponsibility for the agency relationship with your company) That is, whatare the key things you should do to ensure a productive relationship
Reference Exhibit 17.10: