Provide Conclusive Answers To The Marketing Questions (Coursework Sample)

Marketing management
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Question 1
According to Percy, (2014), integrated marketing refers to the process of combining the traditional and modern marketing channels in centralizing the message, branding and strategies. It is done across diverse promotion channels ensuring that they support each other in achieving the goals. In the modern world due to the immense fluctuations of advertisement in the television and radio channels using alternative ways is important for companies. Integrated marketing does consolidate the marketing approach ensuring that there is a consistent and authentic voice that will distinguish the company from the competitors.
Secondly, it does shape the message to ensure that there is a streamlined feel in different marketing channels. Thirdly, it does ensure that the company is able to take advantage of the digital and traditional platforms in a cost effective manner. Fourthly, it ensures that the marketing plan is focussed on reinforcing the brand image of the company. A good example is the Apple Company does focus on the sleek, modern, efficient with the “no gimmick” message. This does differentiate all their products from their competitors (Lombardo, 2017).
Question 2
Fad refers to temporary increase in sales that are often spear headed by the customers’ interest in the product and its current popularity in the industry. Fad has a short time period and lacks consistency. The social media in the present plays a role in propelling fad. An example is the introduction is the patch pockets on clothes. On the other hand, fashion refers to new trends that come into place and is always present. It does manage to transform itself to adapt to the changes in the society. It is long lasting and it is concentrated on the society (Kotler et al.,2016).
Moreover, fashion concentrates on clothes, accessories, hairstyles, and makeup. It does have consistency. An example is the gowns that undergo a lot of alterations based on the seasons and the event one is attending. Contrariwise, style refers to the rudimentary and distinct mode of expression that does provide someone with their identity. Style often does step in to put a unique twist on the trends that are present (Foxall, 2014).
Question 3
Toyota has followed the function paradigm and this has contributed to them implementing the lean management policy. The function paradigm does focus on streamlining the resources of the company to ensure that they achieve their desired objectives. It does concentrate on consolidating similar areas of operations to ensure efficiency in the operations. It also goes further to identify waste in the operations of the company and ensure their elimination from the manufacturing process (Chowdhury, 2014).
Focussing on function, provides the company with an opportunity to ensure they provide quality automobiles an aspect that has elevated their position in the automobile market. Moreover, it does ensure that the employees have an understanding of their responsibilities in order to improve the quality of work they deliver. The function paradigm does not only focus on the internal operations but also external operations. The suppliers are encouraged to implement the just in time that ensures that they deliver suppliers when they are required. This does ensure proper utilization of the resources of the automobile company (Chowdhury, 2014).
Question 4
The first category of the service mix is pure tangible good which does refer to goods that customers can touch. Examples include toothpaste, sugar among other goods that customers can easily purchase from the supermarkets. Second one is the tangible good with the accompanying service. This refers to products with warranties mostly electronic consumer products like laptops. The third one is the hybrid this refers to a service does combine a number of aspects into one an example is the service presented at MacDonald cafes around the world. There is food a tangible product and the waiter offering their service to the customer (Gronroos et al., 2013).
The fourth one is the pure service that focuses on the intangible services that cannot be separated from the person offering them. An example is counselling services, babysitting, hair dressing among others. The last one is the major services with accompanying minor goods and services for example when one is travelling by aircraft they are offered snacks (Gronroos et al., 2013).
Question 5
The process of bringing new ideas to the market is referred to as the Stage-Gate innovation process. The first stage is generating that focuses on applying basic internal and external SWOT analyses. The second aspect does deal with screening the idea, this refers to reviewing the idea through agreed upon criteria to eliminate those that are poor. The third one deals with testing the concept based on the legalities, the benefit of the product to the customers, patent research among other aspects (Brands, 2013).
The fourth one deals with business analytics where metrics are instituted to make sure that the new product or service progress is being monitored. The fifth one is marketability tests which focus on coming up with test panels to test the reception of the product in the market. T...