What are the various methods used to make marketing communications more effective?
MKT571 – QUESTIONS
BOOK: Kotler, P., & Keller, K. L. (2016). Marketing Management. Boston: Pearson.
Ch. 19: Designing and Managing Integrated Marketing Communications
What are the various methods used to make marketing communications more effective?
What is the role of marketing communications?
What is the marketing communications mix?
Ch. 21: Managing Digital Communications: Online, Social Media, and Mobile
4. What has Facebook done well and why haven’t others copied all aspects of their marketing plan?
5. What are the pros and cons of online marketing?
6. How can companies carry out effective social media campaigns?
DQ 1: Brand Loyalty
7. Think of your favorite brand: Apple
What do they do that encourages your loyalty? What do you like about your experience with this brand? What further improvements could this brand make in communicating with you?
DQ 2: Lifetime Value of a Customer
8. Consider the lifetime value of customers (CLV) from Ch 5 and the impact of cost of initial customer acquisition, value of repeat business, etc. How do concepts like branding and customer loyalty impact the lifetime value of a customer? How would a business behave if they totally embraced the customer equity concept and maximized CLV?
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