Category: Marketing

Writing your reflective essay

Towards the end of the semester you can start to look at constructing your reflective essay and video.

Think about how your understanding of marketing has evolved. Can you identify three illuminating moments, that is ah-ah! moments, that really advanced your understanding?

Using these 3 moments to illustrate reflect on how your personal understanding of marketing has evolved over the semester. Describe the circumstances that triggered the ahah! moment and discuss exactly what it was that the moment illuminated about marketing that allowed you to see new, interesting and important ideas for marketers/yourself.

Assuming Rosewood decides to go ahead with the corporate brand strategy, recommend some initiatives aimed at:

I am expecting actionable/executable suggestions. I strongly recommend that you do a bit of reading/research on how firms build brand awareness before providing your response. The following topics MUST be addressed:

1. Building consumer awareness perception of the Rosewood Brand,
2. Improving booking including cross-property stays, and
3. Ensuring service quality across properties.

1. Marketing activities are often thought of in terms of building a brand. How would you determine whether a marketing activity really contributes to building a brand? Can some marketing activi- ties reduce the value of a brand? What activities could reduce the value of a brand and how would they do so?
2. Unlike tangible assets, brands are not included on the firms balance sheet. Why do you think this is the case? Can you think of any advantages to putting the value of brands on the balance sheet? Any disadvantages?

1. Marketing activities are often thought of in terms of building a brand. How would you determine whether a marketing activity really contributes to building a brand? Can some marketing activi- ties reduce the value of a brand? What activities could reduce the value of a brand and how would they do so?
2. Unlike tangible assets, brands are not included on the firms balance sheet. Why do you think this is the case? Can you think of any advantages to putting the value of brands on the balance sheet? Any disadvantages?

Find a recent consumer sales promotion, different from those presented in class.

Outline the sales promotion by identifying the strategy being used, the product its connected to and the perceived objective of the promotion.

Discuss why you feel this in an effective or ineffective sales promotion.

Watch this video and answer the following questions:
https://www.youtube.com/watch?v=cHAie2mz3gQ

After watching the video, discuss the following:

        Describe how Chic-Fil-A implementation of the 4Ps have led to its success

        How is Chic-Fil-As use of Purpose and People helpful in gaining customers?                                                        Use proper spelling, grammar and capitalization. Post should be at least 250 words with examples and citation. Please do it as a discussion post, thank you 🙂

Standard essay format: introduction/body/conclusion. While you may certainly provide additional information from outside sources, please use attached course textbook pages as your primary source of information  based on the text book Consumer Behavior Buying, Having, and Being Michael R. Solomon, 2017.  Please reference the page number/numbers of this text book or outside sources used.

As far as grading criteria, the maximum points are given for well-organized writing submissions that respond to the assignment clearly and directly.  Please ensure you have the proper use of grammar, spelling, punctuation, citation style ,etc.