Why is it important for those who work in marketing to understand and appreciate all the various integrated marketing communication tools and how they can be used?
It is important for those who work in marketing to understand and appreciate all the various integrated marketing communication tools because the tools are an avenue to send a consistent message about the company and/or it’s brands to customers are become less responsive to traditional advertising.
A number of companies have tried to reposition themselves in the marketplace. Some have been successful: other have not. Cite examples of both. What are the factors that you think led to their success or failure?
Apple is an amazing example of a business who repositioned themselves very strong after some downfall. The factors that I think led them to their success are strong products, relatable advertising and clean yet classic product and store design. Although PEPSI is the second largest soft drink company they lack the long running success that Coca-Cola had when it comes to branding. They are constantly changing focus and updating their logo. The factors that led them to their (perceived) failure, (at least in my eyes) is the lack of a consistent feel for their brand. Coca has the contoured bottle and their basically unchanged logo as icons of their company.
Companies price their products at different levels. Some are positioned as “price” products while others take on a position of “Luxury goods.” Describe how the price positioning of a product or brand leads to different strategies for each of the other marketing variables of product, distribution, and promotion.
Price positioning leads to different strategies for products by using their high quality showing the consumers specific characters or benefits offered ad comparing them to competitors and how their products are superior. Price positioning leads to different strategies for distribution because a product developed in another country generally is priced to cover the import costs. Price positioning leads to different strategies for promotions by giving the producers of the products the ability to reduce the cost for a sale or combining prices with other products to make package deals.