Use

d X Performance indicators for MTDM

Assess information needs Determining who users of the information will beWhat type of information is needed and what they plan to do with the informationWhat type of information is already available?Costs involvedTimelines (how soon do they need the information?)

A needs assessment is a systematic process for determining and addressing needs, or "gaps" between current conditions and desired conditions or "wants". The discrepancy between the current condition and wanted condition must be measured to appropriately identify the need. The need can be a desire to improve current performance or to correct a deficiency. A needs assessment is a part of planning processes, often used for improvement in individuals, education/training, organizations, or communities. It can refine and improve a product such as a service a client receives. It can be an effective tool to clarify problems and identify appropriate interventions or solutions. By clearly identifying the problem, finite resources can be directed towards developing and implementing a feasible and applicable solution. Gathering appropriate and sufficient data informs the process of developing an effective product that will address the group’s needs and wants. Needs assessments are only effective when they are ends-focused and provide concrete evidence that can be used to determine which of the possible means-to-the-ends are most effective and efficient for achieving the desired resultsIn this case there are 2 sets of needs to be assessed. The needs of those seeking information on the companies through the evaluations of others, and the needs of those companies in wanting fair and ethical assessments.

4 Coordinate activities in the promotional mixThe four elements of the promotional mix are: advertising, sales promotion, publicity, and personal selling. All elements used should be coordinated to achieve the company’s goals. All initiatives should be coordinated to target the identified markets, clearly communicate the same underlying message.

Advertising includes any paid presentation and promotion of ideas, goods, or services by an identified sponsor (Ex. Print ads, radio, television, billboards etc) Place advertisements that would appear locally promoting the award-winning coffee in newspapers, direct mail, posters/billboards Recognize that TV ads would be created for national chain by the national chain itself

Sales promotions Incentives designed to stimulate the purchase or sale of a product (Ex. Coupons, sweepstakes, contests, rebates etc. Offer sample coffee taste cups at popular local events and venues) . Sales promotion includes media and non-media marketing communication in order to increase consumer demand, stimulate market demand or improve product availability

Public relations includes paid intimate stimulation of supply for a product, service or business unit by planting significant news about it or a favourable presentation in the media and sometimes include direct marketing and sponsorship Contact newspapers and radio stations to come review or feature the restaurant or Sponsor local events

Personal Selling is a process of helping and persuading one or more prospects to purchase a good or service or to act on any idea through the use of an oral presentation (Ex. Sales presentations, sales meetings, sales training) Each waiter should up sell by recommending products, especially our award-winning coffee

Participants should describe a variety of creative ideas that address all areas of concern.3 Coordinate channel management with other marketing activities

Students should indicate that marketing activities (includes all Advertising, Publicity, Selling and Sales Promotions - contests, coupons, discounts – expanding to new sales outlets, making changes to product or service design, function, etc) need to be coordinated or sequenced effectively. Customers need to be made aware of any changes and given enough time to understand, ask questions and adjust. As a result changes should be communicated effectively and all sales channels should be consistent.It is important to coordinate channel management with other marketing activities to ensure alignment of promotion and communication of information to customers, and to reduce any channel conflict. It is important to set goals, set up communication policies and procedures, and monitor performance. The messages communicated must be consistent with the marketing activities they support so that customers do not receive mixed messages and feel frustrated in the process. This might include important details such as the date, time, and location of events that are critical to organizing the audience to attendThese channels need to be re-examined during busy seasons, changes in location, redecorating / renovation, changes in suppliers, You can email customers, put up signs and flyers, give out coupons, local newspaper ads, local radio ads.Demonstrate a customer service mindsetA service mindset is an outlook that focuses on creating customer value, loyalty and trust. A business with this outlook wants to go beyond simply providing a product or service. It wants to create a positive and indelible imprint in the customer's, or even in the prospect's mind. To do this, a business has to care about the customer or prospect experience and work continuously at enhancing it Listen carefully to the customer’s complaint and acknowledge that you are there to help

—in this case that the business meeting has been disrupted Explain that you appreciate and value the business that the customer has given you and

that you would like the relationship to continue Provide customer surveys to get feedback from the customers. This could be done by a

card with the bill, a website address or a phone call to important customers. There could be an incentive such as a discount or free dessert if they fill out the survey

Use interpersonal skills to handle customer requests and questions, Understand management’s role in customer relations, understand procedures for handling difficult customers, explain business policies to customers and handle customer complaints.

you should view negative customer interactions as opportunities to learn even more about the customers’ needs and expectations

2 Demonstrate connections between company actions and resultsMost companies will compare their actions and results by having set some specific objectives and seeing how closely they are meeting them. In this case, the company will probably be setting goals involved with an increase in revenue and/or an increase in profit. They would want to have the results of the catering function kept separate from the results of

the regular restaurant activity although there would be some carry-over of fixed costs between the two practices. They might even separate the activities into two separate companies. In any case there should be a measureable difference in the company in terms of profit.Brochures, ads and web pages are not results. A marketing department needs tangible objectives and deliverables. But it is easy to fall into the trap that looks at these deliverables as ends in themselves. A new department in the store means nothing if it doesn’t in some way contributes to improving the state of your business. Similarly, brand awareness isn't a result. It is also a means. Building brand awareness may be a reasonable objective but only if your marketing team can articulate how it drives results. . Opening a coffee shop is not a result. That's all the more reason that your marketing efforts need to be focused on the right results. Because it is difficult to measure directly the effects of many marketing tactics, it is important to design those tactics with appropriate end results in mindWhat are your most influential economic engines, and are your marketing efforts focused on them? Do you make significantly more profit on a small number of loyal customers than you do on a large number of transactional customers? If so, do your marketing efforts focus appropriate energy on building customer loyalty, or is the lion's share of your efforts focused on finding new customers? Does opening a coffee shop add significantly to the profitability of product sales?Describe data collection methodsData collected may be secondary or primary and may come from sources within or outside the business. Once new information and data are obtained it must be analyzed for the business to use.

Data can be collected in various ways including: Surveys – on paper, via email, phone, asking questions as customers leave the store, etc interviews experiments (eg. selling a couple of the new items in store and assessing how well they

do) focus groups Participants may also include the importance of ensure that any sample group is

representative of the population that they are studying A large amount of data is also collected through points cards and credit and debit cards,

and sold to marketing firms. Describe factors used by businesses to position corporate brands

Branding is all about creating unique identities and positions for products and services, hence distinguishing the offerings from competitors. Hence a corporate branding strategy can enable the corporation to further leverage on its tangible and non-tangible assets leading to branding excellence throughout the corporationThe main factors that go into defining a brand position: Brand Attributes: What the brand delivers through features and benefits to

consumers Consumer Expectations: What consumers expect to receive from the brand? Competitor attributes: What the other brands in the market offer through features and

benefits to consumers Price: An easily quantifiable factor – Your prices vs. your competitors’ prices

Consumer perceptions: The perceived quality and value of your brand in consumer’s minds (i.e., does your brand offer the cheap solution, the good value for the money solution, the high-end, high-price tag solution, etc.?)

Quality image/products – Logo, slogan, unique storefronts/layouts Product appeal Control - promotion

3 Describe factors used by marketers to position products/servicesDifferentiation in the context of business is what a company can hang its hat on that no other business can. The positioning concepts focus on the rational or emotional benefits that buyer will receive or feel by using the product/service. Products/services should be positioned based on their comparative advantagesFor example, for some companies this is being the least expensive. Other companies credit themselves with being the first or the fastest. Whatever it is a business can use to stand out from the rest is called differentiation. Differentiation in today’s over-crowded marketplace is a business imperative, not only in terms of a company’s success, but also for its continuing survivalPositioning is also defined as the way by which the marketers attempt to create a distinct impression in the customer's mind. Positioning is something (perception) that happens in the minds of the target market. It is the aggregate perception the market has of a particular company, product or service in relation to their perceptions of the competitors in the same category. Products/services should be positioned based on their comparative advantages. A company can positively influence the perceptions through enlightened strategic actionsMarketers often use a Product Positioning Map to “map” out the position that their products occupy in comparison to the completionThese positioning maps are based on 2 dimensionsThe most common dimensions are price and qualtitySo, for example, Rolex may be categorized as high price, high quality. Timex may be categorized as low price, high quality..Some possible positioning strategies:

Focus on healthy low calorie snack (< 200 calories) Price and quality Positioning by features and benefits Positioning relative to competition

Describe marketing functions and related activitiesNine functions of marketing:

Purchasing- buying goods and services for a business’ operation (manufacturers purchase cloth and thread; retailers buy the finished shirt for resale in their stores)

Selling- providing customers with goods and services they want to buy (to the end user and in the industrial market as materials for business operations)

Pricing-deciding how much to charge for goods and services (takes competition into consideration & how much a consumer is willing to pay)

Product planning - all the decisions a business makes in the production and sale of its goods and services (products to carry, branding, labelling, packaging, etc.)

Marketing information management – the process of getting the marketing

information needed to make sound business decisions (marketing research) Promotion-any form of communication used to inform, persuade, or remind people

about a business’ products OR to improve a firm’s public image (TV and radio commercials; specially designed perks as gifts with purchase-McDonald’s toys/glasses)

Financing-getting the money needed to finance the operation of a business (obtaining a bank loan; offering credit to consumers)

Distribution- making decisions about where to sell your product (method of transportation-truck; rail; ship or air) (storage of items is also part of distribution)

Risk management- preventing or reducing business loss (one risk that is out of a business’ control is high local unemployment rate; business competition; natural risks)

Describe the need for marketing informationWithout marketing information, businesses are left with no ability to anaylse customer profiles. Marketing information is needed to understand the consumer and to therefore improve the product or the service in ways that will satisfy consumers. Marketing information is also crucial in order to plan and carry out successful and cost effective Promotional efforts – how do you advertise if you don’t know who you are trying to reach? Marketing information informs businesses about sales trends and patterns and helps perfect the timing of re-ordering or discontinuing products. Marketing information can inform businesses about pricing levels and a customer’s perception of valueMarketing information management is a fancy term for managing data and information about customer attitudes and development of new products. Marketing research can be done of a formal or informal basis within small and large companies. For large businesses that utilize formal research, the procedures and outcomes must be organized so the business can make sense of the findings and benefit from the researchStudents should mention the importance of collecting information about customers. The more a business knows about its customers, the better it can tailor its products and services to them. It can deliver products and services to meet and exceed customer expectations. This information also helps the business reach out to potential customers because it informs them about the customer profile of the target market

Describe the use of technology in customer relationship management Participant may discuss how technology will play a role in the new rewards program

(i.e. via an app for the customer) How will technology be used to monitor sales and determine success of the program Email messages re sales and product promotion

3 Describe the use of technology in the channel management functionFrom a business and technological standpoint, perhaps the most significant change has stemmed from the rise of digital.  We now live in a world where more than four billion people own mobile devices (a quarter of which are smartphones) and another billion have Facebook accounts.  Whether marketers like it or not, the “digitization of everything” is having a profound effect on direct marketing—from the strategies and tactics down to the individual communication channels. Technology has its impact in the direct marketing channel. It can be in the form of:

Banners on websites and social network sites Social networks like Facebook and Twitter

Email campaigns having bought selected e-mailsTechnology has created a new channel of distribution known as e-tailing where customers and industrial buyers make purchases using the Internet. The online shopping location is known as an e-marketplaceUse of the internet by the customer provides greater convenience to the customer as they can shop from the convenience of their home, at any time of day. E-tailing also provides benefits to the business as orders can be received and processed electronically.

Describe the use of technology in the marketing-information management function Collaborative customer relationship management : Organizations must assemble and

integrate customer relationship management (CRM) systems that enhance customer collaboration and build customer loyalty and exit barriers.

Outsourcing sales and marketing functions: Organizations must strategically outsource sales and marketing budgets to a new generation of businesses, including marketing agencies, e-commerce utilities and service providers, and e-channel partners to obtain talent, technical expertise, and cost efficiencies.

Customer-centric organizations: Organizations must recast their familiar organizational and functional models, transforming them into a natural extension of customer segmentation, enterprise selling processes, and complex demand chain partnerships.

Operationalizing e-care: Organizations must adopt enterprise-wide management of the customer care processes to ensure seamless service and enhanced intimacy across multiple-channel interfaces and throughout the customer lifecycle.

Hybrid distribution systems: Organizations must build multi-channel, hybrid distribution systems that leverage low-cost, high-touch technologies to improve cost efficiency, market coverage, and overall selling performance.

Value-added direct sales: Organizations must migrate the role of direct sales to better align high-touch, face-to-face selling interactions with high-value and high-margin products and services.

Demand chain remediation: Organizations must restructure demand chain relationships to maximize value creation and customer access while leveraging costs and value-added channel partnerships.

Customer interaction centers: Organizations must consolidate and integrate call center, Web, e-mail, fax, and marketing technology assets to better manage selling resources, technology infrastructure, and customer interactions.

Product channel readiness: Organizations must design modular, "channel-ready" products optimized for specific sales channels, partners, and customer segments, improving personalization, ease of doing business, and transaction costs.

Dynamic pricing and trading: Organizations must creatively manage the impact of buy- and sell-side technologies and trading communities on margins and pricing.

Changing role of branding: Organizations must aggressively build brand equity in e-channels, in virtual communities, and across multiple selling partners, channels, and points of interaction (POI).

Interactive direct marketing: Organizations must deploy new tools, approaches, and strategies for anticipating or influencing the way customers buy.

Determining which of these twelve areas are of most importance to your specific organization is a first step in acknowledging the impact of technology on sales and

marketing and in moving your organization into the world of e-business.Describe word-of-mouth channels used to communicate with targeted audiencesWord-of-mouth channels are the methods through which a message is communicated by an organization and then shared to the recipients’ peers. The success of word-of-mouth channels are contingent on connections, value of content, and ultimately what the customer deems as share-worthy. Moreover, with the variety of social media outlets, there are increasingly more ways to spread the word online within targeted audiences based on their preferred outlet (i.e. Facebook vs. Twitter). Examples of word-of-mouth channels include:Word-of-Mouth (Traditional) - traditional, in-person conversation and sharing of opinions on products, brands, and companiesE-mail – opinions shared and sent to friends through forwarding (SWYN tools – Share with Your Network)Blogging – demonstrating know-how and dialoguing with interested readersSocial Networking Sites – opinions shared spontaneously through the interactions between people and organizations on sites such as LinkedIn, Facebook, Twitter, TumblrSocial Content Channels – content is the basis of a story and can be shared using SWYN tools (i.e. Slideshare, YouTube, Flickr)In some cases, traditional word-of-mouth may be more effective in the seniors market while the technology-based tools may be better to target the young votersDiscuss internal and external audiences for public relations activitiesPublic relations activities are designed to influence the perceptions of a specific group of people. Activities can be created for Internal or External audiences. An internal audience is a company’s employees. For example, a company may create a public relations campaign to change attitudes or create awareness of policies for employees. In this case, the participant should discuss the importance of creating a campaign that demonstrates: Measures the company is taking to ensure future employee safety That the company cares about the employees welfare

An External audience is a market of consumers. In this case, the participant will want to discuss ways that (and the importance of) Venture can create a public relations campaign to improve the company’s image for this group. It would be important for the company to demonstrate: It is taking responsibility for the accident It is assisting in cleaning up or reversing any environmental damage It is helping those in the community who may be affected by the accident

Discuss motivational theories that impact buying behaviorConsumer motivation is linked to Maslow's "hierarchy of needs." According to this model, motivational drivers have different levels of importance. The most common needs are physiological and concern basic survival--the need for food, shelter and safety. Higher-level needs include social ones (for relationships and love), esteem needs (recognition and status) and self-actualization needs (fulfillment of self). According to Maslow, an individual must meet lower-level needs before being motivated to fulfill higher-level needsMotivational Levels Depending on how important a purchase is to an individual, his motivational levels may

vary from low to high. Influences include familiarity with the purchase, status factors and overall expense and value. Where fulfillment rewards are low, as with groceries, motivation levels are also relatively low and involve little decision-making behavior

The behavioral aspect of consumer motivation concerns the actions someone takes before purchasing and consuming goods or services. A person might do a lot of research--evaluating alternatives, testing and sampling--before making a selection. She might decide to buy something based on which goods or services most closely meet and satisfy motivational wants and needs. Marketers aim to gain the most impact and eventual sales by linking their products and services to clearly defined consumer needs and by understanding what motivates people to buy

Motivational levels differ greatly between individuals and are influenced by many external variables. These include the social value of making the "right" decision, beliefs about brands and alignment of brand values and personal values. If other people are involved in the decision, their motivation also affects the behavior of the primary consumer

They may also identify categories of buying motives such as rational or emotional reasons why people eat out and choose one restaurant over another. The key to any business is that they must have a plan to try and understand what consumers are willing to pay for and to try and satisfy their needs. It is not enough to simply open a restaurant and hope customers will come. You have to give them a reason. Maslow is the obvious choice given its popularity in business textbooks. Participant could mention the factors that motivate consumers to purchase without actually naming a theory or theorist. What needs are satisfied when consumers save money on special deals – needs/benefits.

Discuss the nature of customer relationship managementThe key word in “customer relationship management” is management. If you want satisfied customers, an effort must be made to find what they want. Initially, they are facing some dissatisfaction at the implementation of their new marketing plan. Two things should have happened or must still happen The new plan is causing some concern with both the new and old customers. It is time

to evaluate the plan to see what possible adjustments could be made (see question 3). Unless these issues are solved, there will continue to be complaints from both customers (and staff) and the situation will be expected to deteriorate. A plan must be formulated

Training sessions are necessary for the staff. Food preparers will have to find ways of getting the food out faster. Wait staff should discuss the implications of dealing with younger clients. Shift managers could be more aware of seating customers in certain areas and possibly of adjusting work schedules to have certain staff on or off shift during the promotion

The owners must truly want to improve relationships with their customers and must take the lead and set the example

4 Employ communication styles appropriate to target audienceThe participants should discuss appropriate methods for the desired audience. In general, some questions that should be considered regarding your audience are: How important will the audience see your message as being? Does your communication ask the audience to take some action? How much information does your audience need? What obstacles must you overcome with the target audience? What are the benefits to your audience of what you have to communicate?

How will your audience use this information? What method of communication is best suited to this message? In addition, you should consider how formal and how detailed you wish your

communication to be. Use language and terminology that are appropriate to the audienceExplain communication channels used in public-relations activitiesCommunication channels used in public-relations activities may include a combination of internal and external communications, such as: Press releases Audio/video releases Speaking engagements Social media Newsletters

2 Explain communications channels used in public-relations activitiesParticipant may discuss, but are not limited to, some of the following ideas: Media ie. Television commercials, social media, radio Advertising and getting the word out to as large of an audience as possible, as quickly as

possible Appealing to various target markets (not limiting relief efforts to a single target market

ie. Racing Community)Explain customer/client/business buying behaviorBuying behaviour deals with the reasons or motives customers have for their buying habits, such as where to eat and what to eat when they go there. Eating out is a choice, not a necessity and customers will have to prefer what one establishment is offering more than another. This could include the prices being charged, the quality and type of food offered, the atmosphere inside the restaurant, the locations, even the commitment of the restaurant to issues like sponsoring local teams. Sometimes, customers may not even be able to explain why they choose one place over another other than the fact that they simply feel more comfortable thereParticipants may ask a number of the following questions to determine the buying behaviour of customers:

Who are the customers for electric versus non-electric vehicles? Create a profile of the customer buying process? How do the customer groups differ from one another? What, when and where do customers buy? How do customers rate the NISSAN on quality, service, and value? How satisfied is each customer segment? What customer segments are not having their needs met? Is your customer base increasing or decreasing? Why?

The participant may discuss some/all of the following ideas: need of product/service availability of product/service cost/affordability evaluation of alternatives internal conditions ie. demographics, psychographics, personality etc.

2 Explain how businesses can use trade-show/exposition participation to communicate with targeted audiences

trade shows are a form of promotion used to communicate with current and potential customers geared to attract people with a defined set of interests (expectant parents in this case) allow potential customers to see and touch products, get information, and compare

products from a variety of companies present an excellent opportunity for businesses to attract potential customers who may

not have otherwise been aware of your product present an excellent opportunity to introduce new products to a receptive audience present an excellent opportunity to build a database of potential customers, that can be

used for further marketing effortsExplain how organizations adapt to today’s marketsParticipants should discuss ways that organizations adapt to today’s markets. A business is constantly engaged in the process of renewal when they choose to use this data. Suggested responses may include: Using tools like SWOT analysis and environmental scans to identify ways the business

can improve A SWOT analysis assesses a company’s strengths and weaknesses and the opportunities

and threats that surround it An environmental scan is an analysis of outside information that may have an impact on

an organization Utilize market research and analysis of consumer, competition and marketplace Determine the 4P’s of marketing as related to their organization and product: Product, price, place (distribution) and promotion Determine the 3C’s of their market strategy analysis

Company, competition and customero In this case, market research of their store location and consumers would

be needed, utilizing the 4P’s and 3C’s of marketing / focus on place, competition and customer

2 Explain key factors in building a clientelePeople eating in a restaurant are making a choice. This is normally not a matter of necessity. Therefore, they will choose to eat at this restaurant if their needs are being met. Some of the more obvious reasons they would have are:

The food is good The prices are right They enjoy the ambiance and feel welcome They know the owners They respect and support the restaurant as a member of the community They want their children to be exposed to different dining situations They don’t feel like cooking themselves

If the restaurant owners and management want to rebuild their clientele, they must address these (and perhaps other) issuesStudents need to demonstrate an understanding of why customers will patronize a business; ie, what can the business do to continue attracting and keeping customers. It will not be enough to advertise to attract new customers, it is also necessary to satisfy them in order to keep them coming back frequently. Eating out is not a necessity. Consumers have a choice as to where to spend their money and they will generally do so in a place they enjoy.

The market (consumer attitudes) could be changing, and what has worked in the past is no longer popular.

The demographics (types of customers in the area) may be changing (aging?)There will likely be new competitors that may be trying to copy your success Ensure

every customer has a pleasant experience at the restaurantRelate to creating brand loyalty by providing an excellent product with supreme service

in an amazing atmosphereStudents could also be more specific and include examples of different types of events or promotions the restaurant could use. Just like retail stores change their window and interior displays, even a restaurant has different things they can do to give the customers a new look or feelThis case tries to deal more specifically with having the proper menu items.

Did the student explain and develop a defined plan for building and keeping customers?

Did the student address issues related to competition and competitive advantage?Explain marketing and its importance in a global economy Participants should describe marketing as the function of business used to communicate

messages from a company to existing and potential customers around the world Well thought-out marketing strategies are needed to effectively reach a company’s full

market potential In a global economy, a business’s marketing must reach beyond national borders and

messages need to take into consideration additional factors such as: socio-cultural environments of different nations, language and contextual differences, acceptable marketing strategies and content, etc

Without global marketing strategies, potential customers in other countries will not be aware of your company, brand, or product/service offering

Need to take socio-cultural environment into consideration Importance of language use and context – useful for advertisements What are acceptable marketing norms in certain countries – do’s and don’ts Understanding other cultures so marketing tactics can be strategically applied Acceptable marketing tactics

6 Explain the concept of Market and Market Identification Market is the term which makes reference to your actual and potential customer base Market identification is the process of identifying existing or potential customers Market segmentation – target a specific group of potential customers – divide the total

market into smaller groups of people who share specific needs and characteristics Geographics – segmenting a market based on where people live – locally, regional Demographics- characteristics of a population – age, gender, income, ethnicity,

education and occupation Psychographics- study of consumer’s lifestyles and the attitudes / values that shape

it Product benefits- features built into products to suit the needs/wants of consumers

Niche Market (very high end users) and Micromarket (local and individual) are two additional means of segmenting the market

3 Explain the concept of marketing strategiesAn organization's strategy that combines all of its marketing goals into one

comprehensive plan. A good marketing strategy should be drawn from market research and focus on the right product mix in order to achieve the maximum profit potential and sustain the business. The marketing strategy is the foundation of a marketing planYour marketing strategy is an explanation of the goals you need to achieve with your marketing efforts. Your marketing strategy is shaped by your business goals. Your business goals and your marketing strategy should go hand-in-handA marketing strategy is a process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage. A marketing strategy should be centered on the key concept that customer satisfaction is the main goalA marketing strategy is most effective when it is an integral component of firm strategy, defining how the organization will successfully engage customers, prospects, and competitors in the market arena, corporate strategies, corporate missions, and corporate goals. As the customer constitutes the source of a company's revenue, marketing strategy is closely linked with sales. A key component of marketing strategy is often to keep marketing in line with a company's overarching mission statementBottom line: think of the definition of marketing strategy as the high-level rules that direct your marketing activities. For example, if there’s a single influencer who touches all your customers and has a significant impact on the way those customers try to solve their problem... one of your strategies may be to focus on building a strong relationship with that influential individual or companyMarketing strategies are the chosen mix of short-term and long-term marketing activities coordinated to achieve the goals of the business. The strategies used vary depending on the stage of the product life cycle, nature of competition, and availability of resources to commit to marketing efforts. Examples of strategies include but are not limited to:

- Market Introduction Strategies – the primary goal of these strategies is to increase awareness of the product and entice potential customers to try it

- Market Growth Strategies – the primary goal of these strategies is to encourage continued use of the product and increase new sales

- Differentiation Strategies – the primary goal of these strategies is to emphasize competitive advantages over competitors to sway the potential customer in the company’s favour

Market Dominance Strategies – the primary goal of these strategies is to emphasize the organization’s leadership in the market and aggressively maintain that position

Explain the concept of product mixA product mix is a range of related products that when sold together yields larger sales. For example, selling a chicken burger in a combo as opposed to individually A product mix is the full list of all products offered for sale by a company. In this case, the product mix will also include the service of catering. A product line is a group of goods/services in the product mix that have some kind of similarity. A product is the individual unit. The product mix can have both width (variety of products or product lines)

and depth (the assortment of items offered within the product mix). Width – what are we offering? Do customers pick up the food or do we deliver? Will serving the food be done by the customers or do we provide staff? Depth – what food will be offered: current menu, additional items (party favours, napkins, cutlery). These decisions will also include the types of functions (dinners, parties, company meetings or picnics)All the different products a company sellsProduct line – group of related products – in this fast food restaurant – the burger line Depth – adding Tasty Pork is an example of product depthParticipant should identify Pork Tastyas product depth – and indicate whether or not it is consistent with the company image and other products in the lineLikely, participant will mention R&D requirements, surveys, branding, etc. – all factors to be considered when adding to product offeringsStudents would be expected to give a definition of product mix, and perhaps some related terms such as product line. A product mix is the full list of products offered or sale by a company while a product line is a group of similar products. There are certain economies of scale in keeping the number of items offered for sale to a minimum (McDonalds originally only sold 9 separate items), but today’s customers are more sophisticated and demanding. The addition of other product lines (healthier foods) would attract more customers (especially from their competitors)Product mix is a specific marketing term that is defined as all of the different products that a company makes or sells. This will include not only our food, but other items that will reflect on our image; for instance, customers that would be interested in low-fat foods might also be interested in using containers that didn’t harm the environment. This would include washable cups, plates and silverware along with recyclable products for take-out items. It would also be important to provide a mix of goods that reflects the preferences of consumerseExplain the concept of the product mix the variety of product lines that a company produces, or that a retailer stocks product mix usually refers to the length (the number of products in the product line),

breadth (the number of product lines that a company offers), depth (the different varieties of product in the product line), and consistency (the relationship between products in their final destination) of product lines

product mix is sometimes called product assortmentExplain the key factors in building a clientele.

3 Explain the nature and scope of channel managementChannel Management refers to how a business uses marketing and sales techniques to reach their customer base. Channel Management refers to the ability of a business to operate all of its sales outlets or methods effectively. These Channels of Distribution could include direct from manufacturer, retail, wholesale, import, or specialty channel (internet, home shopping, catalogue, vending machine, etc). When done properly, effective channel management allows a business to deliver products successfully and a manner of its choosing to customers thus strengthening the relationship between the business and its customersChannel management organizes all possible ways to communicate with customers. Organizations must consider their target markets in terms of their preferred methods of

communication while trying to reach their goals of gaining and maintaining customers. Regardless of the channels chosen, the messages must always be consistent with the organization’s branding and position. Types of communication channels include but are not limited to: social media, print advertising, corporate website, online advertising, telemarketing, email marketing, webcasts, tradeshows, direct mail promotions, white papers, and face-to-face eventsIn this case Dorm Outfitters is looking at selling in stores in order to reach the population who do not yet feel comfortable buying on line. The decision between retailers must make sense in terms of who it will now reach higher-end shoppers, or lower end shoppers

Explain the nature and scope of the selling functionParticipants should identify that the selling function provides consumers with the products or services that they want or need. They should also mention that this includes all members of the distribution channel. Participants should explain that the selling process is a personalized communication and influences the purchase of a product or service and future salesParticipants should identify the various levels of personal selling in the apparel industry as it relates to the level of interaction with customers: Stores that promote a discount image – may have limited sales staff who offer little

service beyond checking out at the cash register Stores that attract customers interested in exclusive, ‘pricey’ items have sales

personnel to not only help customers make buying decisions, but also make customers feel important

Participants should identify that the selling function is not necessarily the same for male and female customers in a female clothing store and that differences should be present to ensure that all clients are being served and all receive the same level of quality from the sales experience

5 Explain the nature of a promotional plan Detailed plan for delivering your promotional mix identifies all the potential promotional activities in promotional mix, who will carry

them out, the costs, etc Calendar based, and is tied in to the buying plan (media, products, etc) It is coordinated with all the different aspects of promotion, with distribution and

inventory, staff being ready, store being set up properlyThe participant should recognize most or all of the following components of a promotional

plan: description of promotional methods associated costs and budget explanation of how promotions relate to objective measure of success; maximizing return on promotional efforts

An outline of the marketing tools, strategies and resources that a company intends to use to promote a product or service. A promotional plan is usually considered a vital planning tool by most business managers that helps contribute toward the successful launch of a new product or service or its expansion into a new market

Promotion is one of the market mix elements or features, and a term used frequently in marketing. The marketing mix includes the four P's: price, product, promotion, and

place.[1] Promotion refers to raising customer awareness of a product or brand, generating sales, and creating brand loyalty. Promotion is also found in the specification of five promotional mix or promotional plan. These elements are personal selling, advertising, sales promotion, direct marketing, and publicity.[2] A promotional mix specifies how much attention to pay to each of the five subcategories, and how much money to budget for each. A promotional plan can have a wide range of objectives, including: sales increases, new product acceptance, creation of brand equity, positioning, competitive retaliations, or creation of a corporate image. Fundamentally, there are three basic objectives of promotion. These are:[3]

To present information to consumers as well as othersTo increase demandTo differentiate a product

There are different ways to promote a product in different areas of media. Promoters use internet advertisements, special events, endorsements, and newspapers to advertise their product. Many times with the purchase of a product there is an incentive like discounts (i.e., coupons), free items, or a contest. This method is used to increase the sales of a given productExplain the nature of channels of distributionA channel of distribution comprises a set of institutions which perform all of the activities utilised to move a product and its title from production to consumption Channel 1 contains two stages between producer and consumer AAA has a large set of

client companies which provide roadside assistance to the client members of the club Channel 2 contains one intermediary. In consumer markets, this is the retailer towing

company, and service business They sell their services and expertise to the AAA clients

Channel 3 is called a "direct-marketing" channel, since it has no intermediary levels. In this case the manufacturer sells directly to customers. An example of a direct marketing channel would be a towing and auto service companies selling directly to the customer

Explain the nature of corporate brandingCorporate branding is the practice of using a company's name as a product brand name it creates product brand recognition by use of the familiarity of the brand name. One advertising campaign can be used for several products, all under the brand name. It helps with new product acceptance because customers are already familiar with the nameDorm Outfitters has already established their company’s name with their existing clientele. They should continue to use this corporate branding as it has favourable recognition with their clients. New products, services and clientele that they develop and introduce to their customers should be branded under the existing corporate brand as the brand is already established and has positive recognition in the market. Whichever retailer they choose has to meet the same standards.

2 Explain the nature of effective verbal communicationStudent answers can be vary however they should indicate that communication is effective when it is clear, easy to understand and consistent. Communication is also effective if it is well matched to the target market or target audience of the particular product or message – it should “speak to” the target audience in a clear and interesting manner. Effective communication should also include consistency between communication methods.

Communication is the process of exchanging messages between a sender and a receiver Effective communicators need to understand channels of communication and media,

effective listening skills, barriers to communication, and non-verbal cues. In addition, one must be prepared to read for meaning, speak properly, and write effectively

Channels (or media) are the avenues through which a message can be delivered. The choice of medium depends on the nature and importance of the message

Effective listening allows a person to identify the purpose of the speaker, give feedback, and evaluate the speaker’s message

Communication may be impeded by a number of barriers, including physical such as distance and position from the speaker, and verbal as in using vague or unclear language

Lastly, a person’s non-verbal cues—such as his or her tone of voice, emphasis, and body language—are critical because they often communicate as much as the speaker’s actual words

2 Explain the nature of marketing planningA marketing plan is a comprehensive blueprint which outlines an organization's overall marketing efforts. A marketing process can be realized by the marketing mix. The last step in the process is the marketing controllingA marketing plan is the company’s strategy for positioning the product and encouraging sales. It includes a determination of the product, price, place and promotion to be used. This expectation is linked to the previous with the identification of the target market. The marketing plan that is used should make sense given the target market that was previously identified for each line. The product launch time should also be included in the marketing planSome considerations for the marketing plan might include:Product: May include identification of each product’s features and benefits: quality,

fashion, trend-setting, etcPrice: The price range has been given in the case for each line. Students may link the price

range to the target market they have identifiedPlace: can involve the positioning of each line within the shoe department of the store.

Solutions should be logical for the image created for each brand and may include merchandising methods used

Promotion: refers to the combination of all methods used to attract and create desire of the customer. This includes advertising, sales promotions, personal selling, etc.

Solutions must be tied to target market and be reasonable for the targeted market and image to be createdExplain the nature of marketing plansA marketing plan is a comprehensive blueprint which outlines an organization's overall marketing efforts. A marketing process can be realized by the marketing mix. The last step in the process is the marketing controllingA marketing plan is the company’s strategy for positioning the product and encouraging sales. It includes a determination of the product, price, place and promotion to be used. This expectation is linked to the previous with the identification of the target market. The marketing plan that is used should make sense given the target market that was previously identified for each line. The product launch time should also be included in the marketing planSome considerations for the marketing plan might include:

Product: May include identification of each product’s features and benefits: quality, fashion, trend-setting, etc

Price: The price range has been given in the case for each line. Students may link the price range to the target market they have identified

Place: can involve the positioning of each line within the shoe department of the store. Solutions should be logical for the image created for each brand and may include merchandising methods used

Promotion: refers to the combination of all methods used to attract and create desire of the customer. This includes advertising, sales promotions, personal selling, etc.

Solutions must be tied to target market and be reasonable for the targeted market and image to be createdExplain the nature of marketing research

2 Explain the nature of positive customer/client relationsThe participant should demonstrate an understanding of this concept through examplesA positive customer relations mindset means believing that your customers:

Deserve the very best Are your employers Deserve your focused attention Have the right to expect things of you Have important problems and complaints

Positive customer relations yield benefits to the: Business Employees Customer

Businesses benefit by being: Employees may receive: customer compliments perhaps a raise or promotion for good customer service skills

Customers may benefit from: a more pleasant, satisfactory buying experiencePositive customer relations need to be demonstrated when speaking to customers in person, over the phone, or online. It should also be evident while handling customer complaints, inquiries and requests. Demonstrate good customer relations by doing the following: considering and attempting to meet their needs concentrating on the without distractions follow up with them following through on what you say you are going to do

being efficient in handling issues3 Explain the relationship between customer service and channel management

Channel management is a term that refers to the way that a business or supplier of products uses various marketing techniques and sales strategies to reach the widest possible customer base. The channels are all of the various outlets by which the product is marketed and sold to customers. When done properly, channel management motivates those channels to sell the product and ultimately develops a better relationship between customer and product. This is achieved by identifying the goals for each distinctive

channel and then implementing various marketing strategies to make sure that those goals are attained, all while staying consistent to the overall brand of the businessThe world of marketing has become much more complicated as technological advances have taken hold. No longer can a business rely simply on good customer relations or word of mouth to maintain or improve revenue. Possibilities for marketing a product or service grow seemingly each day, and keeping track of all of these disparate marketing avenues is not an easy chore. That is why the concept of channel management has become so prevalent in marketing.

Explain the role of customer service as a component of selling relationshipsSelling relies on repeat business – customer service drives repeat businessIntegral to successful selling is good customer contact. Service extras are what the customer will remember and cause him/her to returnProduct knowledge is part of customer serviceParticipant should mention specifics of customer service as it applies to The Shed – product knowledge, speed of service, acknowledging customer concerns. In this case, acknowledge should be made of the fact that the server was likely at fault and that the table in question could have been offered the discount, or some other incentive to return to the restaurant. Ensuring customer satisfaction must be the goal.

2 Explain the role of promotion as a marketing function Promotion is part of the marketing mix Promotional mix includes personal selling, advertising, sales promotions and public

relations/publicity Talk about promoting brand image and creating brand identity and loyalty Increase awareness Increase sales Persuasive communication Informs people about products and services Used to enhance public image, reputation and to persuade people that the company’s

products are valuable Goals of promotion = AIDA – first attract Attention, then build Interest and Desire and

finally ask for Action Promotion used to convince prospects to select ABC services instead of the

competition Promotional activities explain the major features and benefits of the product/service,

identify where it is sold, advertise sales, answer customer questions and introduce new offerings

Product promotion helps companies to foster good relations with existing customers and creates loyalty

Explain the role of situation analysis in the marketing planning process SWOT analysis: measure of Strengths, weaknesses, opportunities and threats SWOT analysis should distinguish between where your organization is today, and

where it could be in the future Once key issues have been identified with your SWOT analysis, they feed into

marketing objectives Study of the internal and external factors that affect marketing strategy SWOT

Examination of the overall market – opportunities and threats, competitionParticipant could perform SWOT analysis and determine that the opportunity is ripe for a new product launch – this is the expectation of the owner

4 Explain the types of promotionPromotion itself has its own elements called the promotional mix, namely, advertising, sales promotion, public relations, and personal selling Emphasize the perceive value offered to customers. Customers more likely to believe prices are fair if they perceive value in the product

Advertising Personal Selling Sales Promotion Public Relations

2 Identify communication channels used in sales promotionMarketing communications are the means by which firms attempt to inform, persuade, and remind consumers - directly or indirectly - about the products and brands that they sellTraditional methods can be covered (print, television, radio) as the target market is an older audience who may/may not use social media (the target are those who are purchasing the gift cards, not the graduates themselves)Communication channels used in promotion may include: Print media – newspapers, magazines, direct mail Broadcast media – radio, television Display media – billboards, signs, posters Electronic media – internet, mobile web Social media – Facebook, Twitter, Instagram, etc.

The participant should demonstrate an understanding of the target market and select the appropriate promotional medium (i.e. print, broadcast, etc.)

2 Identify company’s brand promiseParticipants should make the connection between the company’s slogan, “A positive place for positive results” and the mindset of the employees. Brands are names, terms, designs, or symbols that distinguish a product from their competitors and they communicate features, benefits, qualities and value. Effectively using the slogan will help build product recognition, customer loyalty and ensure consistent qualityIn this case the company’s brand promise is delivered through their brand name (the name of the company), and their slogan to build that into their entire business through employee behaviour and customer’s expectations and the importance of living up to it to maintain their image

Identify information monitored for marketing decision-makingTarget and segment markets for a new endeavor need to be explored thoroughly. It is possible to identify the type of customer that would be more likely to eat in each of the two styles of restaurant. The majority of the information required would involve determining the demographics and psychographics of the potential customers in each city. Demographics are the finite or definitive characteristics of a group of people in an area and would include a combination of age groups, incomes, education, occupation, type of dwelling, living downtown or in suburban areas, size of the family, etc. Psychographics deals with is their attitudes and interests

The company would also have to determine the competition already in each market to

determine if there are enough customers to support an additional restaurant how often customer frequents establishment revenue per customer area that customers come from demographic characteristics revenue per customer

2 Identify the elements of the promotional mixThe combination of personal selling, advertising, sales promotion, direct marketing and public relations make up the promotional mix. Each plays a vital role in promoting businesses and their productsReference:

o Personal Selling – Personal selling requires that a company employ sales representatives who generate and maintain direct contact with prospects and customers. It is one of the costliest forms of promotion. Direct contact can take the form of personal meetings, telemarketing, email contact and correspondence

o Advertising – is a form of nonpersonal promotion. Companies pay to promote ideas, goods or services in a variety of media outlets. Advertising can be found everywhere from magazines, newspapers, televisions and web sites to gymnasiums and city buses. With advertising a company engages in one-way communication to the prospect or customer

o Sales promotion – represents all marketing activities – other than personal selling, advertising and public relations that are used to stimulate purchasing and sales. The objectives of sales promotions are to increase sales, inform potential customers about new products and create a positive business or corporate image

o Direct marketing – advertising directed to a target group of prospects and customers rather than to a mass audience. The two forms of direct marketing are printed direct mail, which is information sent via regular mail to home or business and electronic direct mail. The goals of direct marketing are to generate sales or leads for sales representatives to pursue. Generally direct marketing generates a response from the targeted customer i.e. special offer coupon. Direct marketing gives recipients an incentive to respond

o Public Relations and PublicityPublic Relations (PR) – activities enable an organization to influence a target audience. Often public relations campaigns try to create a favourable image for a company, its products, or its policies. However, companies can rely on public relations strategies and techniques for many reasons. One of the goals of a public relations program is to cultivate media relations with reporters who cover a specific industryOne of the most important media tools is the news release. A news release is an announcement that is sent to the appropriate media outletsPublicity involves bringing news or newsworthy information about an organization to the public’s attention. This process is known as placement. The main function of publicity is to develop a positive perception or awareness of the organization in the marketplace. The right kind of publicity can create and maintain a company’s image; negative publicity can devastate it. People like to do business with respectable companies. Placement of publicity is free. A news story on the evening news is free

while advertising can cost thousands of dollars. News reporters are usually viewed as more objective than advertisers. The disadvantage is that you cannot control the content of publicity

3 Identify types of public relations activitiesPublic relations involves managing the flow of information from an organization to the public. It is an ongoing process that is critical to creating a positive corporate image. Participants should address that public-relations is a means of communicating with the target market and can include promotional materials that can lend itself to a strong public image. Public-relations activities may include helping the public to understand the company and its products/services. Participant’s suggested activities may varyTypes of public relations activities may include:

Advertising & promotion of an organization’s corporate image Sponsorships Events & functions Social media Internal communications (employee interactions) Sponsoring/hosting galas, conferences, or major formal events in the city; Donations to historical restoration projects in the city Sponsoring product, sports, cultural or charitable events Awarding scholarships, and donations Creating news releases (an announcement that a company sends to the news media)

Make oral presentations Is the student speaking professionally and communicating clearly Are the indicators flowing into each other smoothly Is the student speaking directly or are they reading from their notes

Provide legitimate responses to inquiries Emails need to be responded to in a timely fashion—some of the emails might be about

an emergency situation All emails should be looked at three times a day—this is a priority for the business Perhaps a new person needs to be hired A plumber may need to be called for explanations about the content of the email. If the

office assistant cannot answer the email accurately, he/she should have access to a plumber to ask for help

Responses to emails must be done accurately and quickly3 Reinforce service orientation through communication

Service orientation refers to a focus on service. In communication, service orientation can be maintained by demonstrating emphasis on customer service in all communication. Similar to handling difficult customers, communication with a service orientation should demonstrate empathy and a focus on finding solutions that will satisfy the needs of the customer staff to be trained in proper customer service techniques, including greeting

customers, asking to assist them, wishing them a good day when leaving, etc customer service training, tips and messages to take place on on-going basis in staff

meetings, employee newsletters, employee bulletin boards training to include role plays of customer service situations thanking customer to be part of role plays concluding transactions at cash

employees must make it clear to customers that we want to help them; the whole experience in our store must be positive

open communication from customer – employees – management (full circle) customers can be given opportunity to fill out comment cards/on-line surveys,

perhaps with chance to win something/discountsemployees also be given chance to fill out feedback forms, surveys, suggestions

Select and utilize appropriate formats for professional writing