Case
Case: Marketing
- Course
- Institution
For the minor Event Management 1 at Stenden University we have made several cases. This case is about Marketing. Sorry for any grammer or spelling mistakes.
[Show more]
3 reviews
By: stefponne • 6 year ago
By: frederiekefetter • 6 year ago
By: hedy • 6 year ago
Seller
Follow
Raymondtweethet
Reviews received
Content preview
EMBL-HomeworkCase: Case 5, Marketing
Tutor: Wilco van der Camp
Case answered by: Raymond Douwes
Class: LM_EVENT_C
Keywords
1) Marketing communication plans
2) Audience persona (or user persona)
3) Target audience
4) Marketing ROI
5) Online marketing
6) Company identity
7) Marketing tools
Keyword 1: Marketing communication plans
Definition:
Marketing communication (MarCom) is a fundamental and complex part of a company’s marketing
efforts. MarCom can be described as all the messages and media you deploy to communicate with
the market. Marketing communication includes advertising, direct marketing, branding, packaging,
your online presence, printed materials, PR activities, sales presentations, sponsorships, trade show
appearances and more.
Marketing communication has two objectives. One is to create and sustain demand and preference
for the product. The other is to shorten the sales cycle.
Creating preference
Creating preference is often a longer-term
effort that aims at using communication tools
to help position your product or company in
the minds of the target customer.
Positioning and building a brand takes time
and requires a certain consistency (not just in
the communication efforts themselves, but
also in regards to the core elements of
product, pricing, and distribution) and therefore represents a significant commitment for the
company.
Remember, establishing preference by building a brand will impact market share, profitability and
even your access to talent—and thus provides long-term value for the company (Wiefels, 2002).
MarCom must focus on creating, packaging and delivering relevant information to the buyer
throughout the buying process in order to sales meet this education need.
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller Raymondtweethet. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $3.21. You're not tied to anything after your purchase.
Can Stuvia be trusted?
4.6 stars on Google & Trustpilot (+1000 reviews)
50064 documents were sold in the last 30 days
Founded in 2010, the go-to place to buy study notes for 14 years now