What is Marketing?

1.   “What is Marketing?” Still, there is a foundation that makes truly great advertising and public relations effective. Companies that have a well-thought out integrated marketing communications (IMC) program get this. In addition to this week’s discussion of nominating best and worst IMC companies and why, overall, what are some of the characteristics of an effective IMC program? What do we see and begin to recognize when we see a great IMC in action? What is an IMC program?

2. IMC enables companies to effectively build a brand in the marketplace. IMC is about integrating all of the company’s promotional efforts to provide a consistent brand experience for each touch point the consumer has with the brand—review Figure 1-2 in the textbook to see of all the elements in the promotional mix. Which companies would you suggest have implemented an effective IMC strategy? Which companies have not? (There are no rights and wrongs here; this is based on your judgment.)

3. Many companies have maintained their same brand identity for years by keeping the same logos, packaging, and so on, while others have made changes. Give examples of companies employing both of these strategies and discuss their results.

4. Go to Adbrands to see and explore a list of the top agencies in the United States; it is an impressive list. Scroll around and explore and then, choose two agencies and more fully review their websites.

There is a relatively high expectation on an ad agency to positively impact the business of the customers it serves. So,

–        What might a customer/client look for in the agency it hires?

–        What do you notice about how these agencies present themselves, what might you infer about them?

5. What is meant by the term marketing concept? How has this concept been extended into the professional selling models discussed this week?

6. After reading the distinction between the different selling orientations, identify two buying interactions you have had lately that represent the different orientations?

7.  Everyone is a salesperson. Do you agree or disagree with this statement? Explain your answer briefly.

8. What is business acumen? How can a sales person develop it and why is it important?

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