MGT201 SEU Marketing Management Discussion

‫المملكة العربية السعودية‬
‫وزارة التعليم‬
‫الجامعة السعودية اإللكترونية‬
Kingdom of Saudi Arabia
Ministry of Education
Saudi Electronic University
College of Administrative and Financial Sciences
Assignment 1
Marketing Management (MGT 201)
Due Date: 12/03/2022 @ 23:59
Course Name: Marketing Management
Student’s Name:
Course Code: MGT 201
Student’s ID Number:
Semester: Second
CRN:
Academic Year:2021-22
For Instructor’s Use only
Instructor’s Name: Bader B Alabdulkarim
Students’ Grade:
Marks Obtained/Out of 10
Level of Marks: High/Middle/Low
General Instructions – PLEASE READ THEM CAREFULLY
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The Assignment must be submitted on Blackboard (WORD format only) via allocated
folder.
Assignments submitted through email will not be accepted.
Students are advised to make their work clear and well presented, marks may be reduced
for poor presentation. This includes filling your information on the cover page.
Students must mention question number clearly in their answer.
Late submission will NOT be accepted.
Avoid plagiarism, the work should be in your own words, copying from students or other
resources without proper referencing will result in ZERO marks. No exceptions.
All answered must be typed using Times New Roman (size 12, double-spaced) font. No
pictures containing text will be accepted and will be considered plagiarism).
Submissions without this cover page will NOT be accepted.
Learning Outcomes:
1. Recognize an understanding of the overall marketing concepts, goals and strategies within the
context of organizations goals and strategies. CLO-1
2. Demonstrate the ability to formulate marketing strategies that incorporate psychological and
sociological factors which influence consumer’s decision. CLO-03
3. Develop critical and analytical thinking necessary to overcome challenges and issues of marketing
in the changing global environment. CLO-04
Assignment Question(s):
a. Discussion Questions
1. We have discussed the concept of “The Wheel of Social Media Engagement” in Chapter
03, which comprises the fundamental drivers of social media engagement as five related
effects. Discuss these five drivers with the help of suitable examples. (2.5 Marks)
2. How can firms use customer demographics like income, market size, education, and
ethnicity to market to their customers better? Discuss with the help of suitable examples.
(2.5 Marks)
b. Critical thinking
1. When companies that sell coffee they develop their marketing strategy, do they
concentrate on satisfying their customers’ needs or wants? What about a utility company,
such as the local power company? A humanitarian agency, such as Doctors without
Borders? Critically examine based on the concepts of needs and wants discussed. (2.5
Marks)
2. Visit the website of Kashi (www.kashi.com). Using the four Ps of Marketing mix,
critically examine how Kashi creates value for customers with their Kashi Bars. (2.5
Marks)
Answers
a. Discussion questions
1. Answer Q12. Answer Q2-
b. Critical thinking
1. Answer Q12. Answer Q2-
Because learning changes everything.®
Chapter 3
Digital Marketing: Online,
Social, and Mobile
Copyright 2022 © McGraw Hill LLC. All rights reserved. No reproduction or distribution without the prior written consent of McGraw Hill LLC.
Learning Objectives
Learning Objective 3.1 Describe the 4E framework of digital
marketing.
Learning Objective 3.2 Examine the seven critical elements of online
marketing.
Learning Objective 3.3 Understand the drivers of social media
engagement.
Learning Objective 3.4 Understand various motivations for using
mobile applications.
Learning Objective 3.5 Recognize and understand the components of
a digital marketing strategy.
Learning Objective 3.6 Understand the central factors in picking an
influencer partner.
© McGraw Hill LLC
3
Hilton
© McGraw Hill LLC
Regien Paassen/Shutterstock
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Exhibit 3.1: The 4E Framework for Digital
Marketing
Access the text alternative for slide images.
© McGraw Hill LLC
5
Excite the Customer
Offer must be relevant
to its targeted customer.
Relevancy can be
achieved by providing
personalized offers.
Marketers use many kinds of digital offers to excite customers,
and to excite them, an offer must be relevant to its targeted
customer. Lush Cosmetics encourages customers to post
pictures of themselves using its products on social media by
promising that if they use #LushLife, they might find
themselves featured on its official page.
Source: Lush Cosmetics/Instagram
© McGraw Hill LLC
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Educate the Customer
Golden opportunity to
educate about the
product’s value
proposition and
communicate offered
benefits.
When marketing
ideas, the goal is to
improve people’s
well-being, along with
selling the underlying
concept.
© McGraw Hill LLC
To educate women about how to perform breast self-exams, the #KnowYourLemons
campaign posted pictures of a dozen lemons to teach people about 12 shapes and lumps
they should be looking for when they themselves for cancer each month.
Source: Worldwide Breast Cancer
7
Experience the Product or Service
Provide vivid information
about a firm’s goods and
services.
Simulate real experiences.
Sephora maintains its own YouTube channel with dedicated videos that
demonstrate how to use specific products like bright pink eyeshadow.
© McGraw Hill LLC
Source: Sephora USA, Inc.
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Engage the Customer
Action, loyalty, and
commitment.
Positively engaged
consumers lead to more
profitability.
Engagement can also
backfire.
IKEA engages customers with its “Place” app that enables
customers to select an item from its catalog and then, by
using the camera within the app, visualize the item in their
home or office.
© McGraw Hill LLC
Source: IKEA Systems B.V.
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PROGRESS CHECK (1 of 6)
1. What are the 4 Es?
2. What social media elements work best for each
of the 4 Es?
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EXHIBIT 3.2: The 7C Online Marketing Framework
Access the text alternative for slide images.
© McGraw Hill LLC
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1. Core Goals
The basis of any
marketing strategy is its
goals.
Determine specific
goals.
Align the goals with the
target market and align
the 7Cs with the goals.
© McGraw Hill LLC
Hasbro has embraced online marketing to reflect its core goals. To
introduce this new brand called Hanazuki, it developed an entire
series that viewers can watch on YouTube. The Hanazuki page is
filled with animation, movement, and bright colors, encouraging
visitors to take their time exploring the different characters, watching
videos, downloading apps, and perhaps shopping too.
Source: Hasbro, Inc.
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2. Context Elements
Design.
Navigation.
Must be in alignment
with the target market.
Because Walmart’s core goal is to encourage purchases, its commerceoriented website features a simple look and feel. Looking closely at the
design and color scheme, notice that Walmart’s home page aligns with its
adult target market. It is more traditionally focused on selling Hanazuki
merchandise than Hasbro, Inc. with little concern for the brand itself.
© McGraw Hill LLC
Source: Walmart Stores, Inc.
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3. Content
Monitor to ensure
relevancy.
Devise appropriate
keywords to improve
organic search.
Implement SEM and
paid search.
The content of these messages must resonate with its target market, but
need not always showcase merchandise or services, as in the Facebook
post from the jewelry firm, Alex and Ani. The company is not showcasing its
jewelry per se, but rather providing a motivational quote that resonates with
young females, its primary target market.
© McGraw Hill LLC
Source: Alex and Ani, LLC
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4. Community
Allow customers to
interact.
Use corporate and
professional blogs.
Engage in
Crowdsourcing.
Betabrand uses crowdsourcing by having its customers submit clothing
design ideas and feedback on items before they are manufactured.
© McGraw Hill LLC
Source: Betabrand
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5. Communication
Clear, helpful, meaningful content enables effective
communication.
Enables interacting with, engaging, and educating
site visitors.
Provide a mechanism for customers to
communicate with the firm.
© McGraw Hill LLC
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6. Commerce
Desktop usage is greater,
and conversion rates
higher, for online
purchases.
The most loyal customers
use multiple channels.
Customers want a range of
online purchase options.
Through Sephora’s mobile app, Beauty Insider account holders can check their
loyalty points, access past purchase behavior, receive personalized
recommendations, scan items while in stores, and much more.
© McGraw Hill LLC
Source: Sephora USA, Inc.
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7. Connection
Engage customers and
provide a call to action.
Allow customers to
interact with the firm
continuously.
Enable positive
engagement.
A good website or blog engages customers and provides them with a
call to action. Warby Parker connects customers with four call-to-action
buttons inviting visitors to: get started, order frames to try on at home,
take a quiz, and shop online.
© McGraw Hill LLC
Source: Warby Parker
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PROGRESS CHECK (2 of 6)
1. Describe the components of the 7C online
marketing framework.
2. Differentiate between organic and paid search.
© McGraw Hill LLC
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Exhibit 3.3:
The Wheel of Social Media Engagement
© McGraw Hill LLC
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The Information Effect
Outcome in which relevant
information is spread by
firms or individuals to other
members of the social
network.
© McGraw Hill LLC
BigTunaOnline/Shutterstock
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The Connected Effect
Outcome that satisfies humans’ innate need to connect with
other people.
© McGraw Hill LLC
Source: William Perugini/Shutterstock
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The Network Effect
Outcome in which every post is spread instantaneously
across social media.
© McGraw Hill LLC
Source: Shutterstock/Metamorworks
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The Dynamic Effect
Information is exchanged to network participants through
back-and-forth communications.
Examines how people flow in and out of networked
communities as their interests change.
© McGraw Hill LLC
Rawpixel.com/Shutterstock
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The Timeliness Effect
Firms must engage with the customer at the right
place and time.
Using beacon technology, Coca-Cola is able to engage customers in
a timely manner by offering moviegoers a free Coke at the moment
they walk into a movie theater.
© McGraw Hill LLC
Source: SeongJoon Cho/Bloomberg/Getty Images
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PROGRESS CHECK (3 of 6)
1. What are the five drivers of social media
engagement described in the Wheel of Social
Media Engagement?
© McGraw Hill LLC
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Going Mobile and Social
Exhibit 3.4: Seven Primary Motivations for Mobile App Usage
Need for “Me Time”
Need to Socialize
Need to Shop
(showrooming)
Need to Accomplish
Need to Prepare
Need to Discover
Need to Self-Express
With more than 3 billion downloads, Candy Crush Saga clearly fulfills for
many people an important need for unproductive “me time.”
Access the text alternative for slide images.
© McGraw Hill LLC
Source: Alexat25/Shutterstock
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App Pricing Models
© McGraw Hill LLC
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PROGRESS CHECK (4 of 6)
1. What are the seven types of customer
motivations for using mobile apps?
2. What are the four options for pricing mobile
apps?
3. What are some of the most popular types of
mobile applications?
© McGraw Hill LLC
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How Do Firms Engage Their Customers?
Exhibit 3.4: Social Media Engagement Process
Access the text alternative for slide images.
© McGraw Hill LLC
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Listen
Listening helps
determine digital
marketing objectives and
strategies.
Sentimental analysis
allows marketers to
analyze and determine
consumers attitudes and
preferences.
© McGraw Hill LLC
Other companies perform their own analyses, effectively leveraging their
existing capacities for listening to customers. Zappos is known for its
remarkable customer service and attracts plenty of buzz about its
offerings. It takes the information it gathers from listening to customers to
design strategies that emphasize what they like most.
Source: Zappos.com, Inc.
31
Analyze
© McGraw Hill LLC
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Exhibit 3.5: How to Do a Digital Marketing
Campaign
Access the text alternative for slide images.
© McGraw Hill LLC
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Do
Develop and implement
campaigns using social
media.
EXHIBIT 3.6 Example Facebook Targeting Choices
Effective implementation
based on social and
mobile media activity.
© McGraw Hill LLC
Source: Facebook
34
PROGRESS CHECK (5 of 6)
1. What are the components of a digital marketing
strategy?
© McGraw Hill LLC
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Influencer Marketing
A marketing strategy that uses
opinion leaders, popular on social
media, to drive marketing
messages to a targeted audience.
Firms hire (or encourage) these
well-known names to promote
brand messages to their networks
of followers.
Big-time influencers like
Ariana Grande have millions
of followers and can
command almost a mil-lion
dollars for a sponsored post.
© McGraw Hill LLC
Source: Lev Radin/Shutterstock
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Assessing the Efficacy of Influencers
Relevance
Reach
Response
Return
Influencers like Selena Gomez can reach millions of potential
customers for Coca-Cola with an Instagram post like this one, which
depicts her drinking a Coke with the lyrics from one of her songs on
the bottle.
© McGraw Hill LLC
Source: Selena Gomez/Instagram
37
Exhibit 3.8: Influencer Marketing Chain of
Events
Access the text alternative for slide images.
© McGraw Hill LLC
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Exhibit 3.9: Types of Influencers
Type of Influencer
Definition
Example
Key Channels
Average Cost per Post
Celebrity
Large following, widely
recognized
Social media, print,
television
$3,000–$500,000
Micro
Modest following, niche
interest
Posts on social media
sites, shared promo codes
$80–$500
Blog
Writes for a blog and has
attracted readers and
subscribers with that
content
Reviews on blog, guest
blog posts
$400–$5,500
Social media
Popular on social platforms
(Instagram, YouTube,
Twitter) among followers in
specific target audiences
Key opinion leader or
expert in a specific field
Nespresso relies heavily on
George Clooney to promote its
products in marketing across
platforms, leveraging his cool
image to enhance its appeal but
also his reputation for
environmental sustainability to
promote its own efforts along these
lines
NUX Active (athletic clothing
brand) worked with Sydney
Loveleigh Nelson, whose health
and fitness posts have earned her
about 21,000 followers
The FaceGym spa sponsored a
blog post by lifestyle blogger
Hannah Bronfman to provide
information about its services and
treatments
LaCroix worked with nutritionist
Joy Bauer to create a Twitter post
of a recipe she had created, using
the product
BoxyCharm, a subscription beauty
box service, worked with Kandee
Johnson, a professional makeup
artist, to make videos that
explained each product included in
a box
Pictures posted with the
product, shared hashtags,
videos featuring the
product
Social media, tutorials,
reviews, blog posts,
sponsored print articles,
articles in academic
journals
$100–$500,000
Specialized
$500–$5,000
Source: Kristen Baker, “What Will Influencer Marketing Look Like in 2020?,” HubSpot, December 2, 2019, https://blog.hubspot.com/marketing/how-to-work-with-influencers
© McGraw Hill LLC
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Ethical Considerations for Influencer Marketing
Fraudulent Influence
• The incentive to boost follower numbers accordingly has led to
various unethical behaviors.
Disclosing Advertising
• Intent if an influencer is being paid to promote a product, that
information should be clear in the post.
Sincerity
• Effective influence attempts require followers to believe that the
influencer actually likes and appreciates the product.
© McGraw Hill LLC
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PROGRESS CHECK (6 of 6)
1. How should firms choose and assess the efficacy
of influencers?
© McGraw Hill LLC
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Because learning changes everything.
®
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Copyright 2022 © McGraw Hill LLC. All rights reserved. No reproduction or distribution without the prior written consent of McGraw Hill LLC.

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