1.Explain the diverse interconnected stages encompassed in the marketing process.

Relate to
situation analysis and marketing objectives.

Situation Analysis: Before starting on any marketing plan, it's crucial to conduct a thorough situation
analysis. This stage involves a comprehensive examination of the market landscape, including factors
such as competitors' strategies, consumer behaviours, market trends, and the company's internal
strengths and weaknesses. By assessing the current situation, marketers can gain valuable insights into
the opportunities and challenges that lie ahead, providing a solid foundation upon which to build their
marketing strategies and objectives. For instance, a software company looking to launch a new project
management tool might conduct market research to assess the demand for such tools, analyse
competitors' offerings, and evaluate its own technological expertise.

Setting Marketing Objectives: With a clear understanding of the market context gained from the
situation analysis, the next step is to establish specific and measurable marketing objectives. These
objectives should be closely aligned with the broader business goals and serve as a roadmap for guiding
marketing activities. Whether the aim is to increase brand awareness, capture a larger market share,
introduce new products, or enhance customer engagement, well-defined marketing objectives provide
clarity and direction for the entire marketing process. For example, a beverage company might set
objectives to increase market share by 10% within the next fiscal year or to enhance brand awareness
among a specific demographic segment by 15%.

Developing Marketing Strategy: Building upon the insights gleaned from the situation analysis and
the established marketing objectives, marketers then develop a comprehensive marketing strategy. This
strategy encompasses decisions regarding target markets, product positioning, pricing strategies,
distribution channels, and promotional tactics. By carefully crafting a strategy that integrates these
elements, marketers can ensure consistency and coherence in their marketing efforts, effectively
positioning their products or services in the minds of consumers. For instance, a luxury car manufacturer
might opt for a premium pricing strategy and focus on exclusive dealerships and high-end advertising
to position its brand as a symbol of prestige and sophistication.

Integrated Marketing Communication (IMC) Planning: A critical aspect of the marketing process
is the development of an Integrated Marketing Communication (IMC) plan. This involves creating a
cohesive and synchronized communication strategy that leverages various marketing channels and tools
to deliver a unified message to the target audience. From traditional advertising and public relations to
digital marketing and social media, the IMC plan outlines how each communication element will work
together harmoniously to achieve the defined marketing objectives. For instance, a clothing retailer
might integrate its advertising campaigns with social media promotions, influencer partnerships, and
in-store events to create a seamless brand experience across different touchpoints.
Execution and Implementation: With the IMC plan in place, the focus shifts to the execution and
implementation of the planned marketing activities. This could involve launching advertising
campaigns, organizing promotional events, creating content for social media platforms, or engaging in
direct marketing efforts. It's essential to ensure that all executional efforts remain consistent with the
overarching marketing strategy and are executed with precision to maximize impact and effectiveness.
For example, a consumer electronics company might roll out a multimedia advertising campaign to
coincide with the launch of its latest product, backed by social media teasers and in-store demonstrations
to generate buzz and drive sales.

Monitoring and Evaluation: Throughout the marketing process, continuous monitoring and
evaluation are critical to assessing the effectiveness of the implemented strategies and tactics. Marketers
must track key performance indicators such as sales revenue, brand awareness, website traffic, and
customer engagement metrics. By analysing this data, marketers can identify areas of success and areas
needing improvement, allowing to make an informed decision-making and the optimization of
marketing efforts to better align with business objectives. For example, an e-commerce retailer might
analyse website analytics to assess the impact of different marketing campaigns on online traffic and
conversion rates, allowing them to refine their strategies for optimal results.
2. How advertising can contribute to the success of other organizational endeavors. Please
provide example to support your justification.

1. To deliver coupons and sweepstakes (SP): Advertising can play a crucial role in distributing
coupons and promoting sweepstakes, which can incentivize potential customers to engage with the
brand and its products. For instance, a company may run a television or digital advertising campaign
that offers a limited-time coupon code or encourages viewers to visit their website to participate in a
sweepstakes. By leveraging advertising channels to distribute these offers, the company can increase
brand awareness, drive traffic to their stores or website, and ultimately boost sales.

2. To assist sales representatives (PS): Advertising can support sales representatives by generating
interest and awareness in the products they sell. When advertising effectively communicates the
benefits and features of a product, it can create a foundation of knowledge and interest among
consumers. This can make the sales representative's job easier as they engage with customers who are
already somewhat familiar with the product. For example, if a company advertises a new smartphone
highlighting its advanced features and sleek design, potential customers may be more receptive to the
sales representative's pitch when they visit the store or interact with them online.

3. To pre-sell a firm’s products by introducing the product and legitimizing salespeople’s claims:
Advertising serves as a powerful tool for introducing new products to the market and establishing
credibility for those products. When an advertisement effectively communicates the value proposition
of a product, it can create anticipation and excitement among consumers even before the product is
available for purchase. This pre-selling process not only generates buzz but also legitimizes the claims
made by salespeople when they eventually interact with customers. For instance, a company
launching a revolutionary new skincare product may use advertising campaigns to showcase its
unique ingredients and benefits, building anticipation among consumers and providing sales
representatives with compelling talking points.

4. To augment the effectiveness of price deals: Advertising can enhance the impact of price deals by
promoting them to a wider audience and emphasizing their value proposition. When a company offers
discounts or special promotions, advertising can help communicate these deals to potential customers,
driving urgency and encouraging purchase decisions. For example, a retailer may advertise a limited-
time sale on electronics, highlighting the discounted prices and encouraging consumers to take
advantage of the savings. By leveraging advertising channels to promote price deals, companies can
increase foot traffic to their stores or website and stimulate sales during promotional periods.
3. Evaluate the FOUR (4) main reasons of the company want to go for brand repositioning.

1. Increase Competitiveness: Companies often reposition their brands to stay ahead of competitors
or regain lost market share. By refreshing their brand positioning, they can differentiate themselves
and offer unique value propositions to consumers. Example: Coca-Cola's repositioning of their brand
from just a soda company to a lifestyle brand. They expanded their product offerings to include
healthier options like bottled water and juices to compete in the evolving beverage market, thereby
increasing competitiveness.

2. Extend Product Lifecycle: Brand repositioning can breathe new life into a product that may be
reaching the end of its lifecycle. By targeting new market segments or updating the brand image,
companies can revitalize interest in their products and prolong their relevance in the market. Example:
Apple's repositioning of the iPhone with different models and marketing strategies over the years. By
continuously updating features and targeting different consumer segments, Apple has extended the
lifecycle of its flagship product.

3. Refresh Brand Image: Over time, a brand's image can become outdated or disconnected from its
target audience. Repositioning allows companies to modernize their brand image, aligning it with
current trends and consumer preferences. Example: McDonald's rebranding efforts to shift its image
from fast food to a more health-conscious and socially responsible brand. This included menu changes
to offer healthier options, as well as marketing campaigns highlighting sustainability efforts, thus
refreshing its brand image.

4. Enter New Market Segments: Brand repositioning can open doors to new market segments
previously untapped by the company. By adjusting messaging, product features, or pricing strategies,
companies can appeal to different demographics or target markets. Example: Toyota's introduction of
the Lexus brand to target the luxury automobile market. By creating a separate brand with distinct
positioning and marketing strategies, Toyota successfully entered a new market segment and
competed with established luxury car manufacturers.
4. what are the

a. Basic function

The basic function of sales is to persuade and convince customers to make a purchase, thereby
generating revenue for the company. Sales representatives use various techniques such as product
demonstrations, presentations, and negotiations to convince potential customers of the value
proposition of their product or service. For example: A car salesperson may highlight the safety
features, fuel efficiency, and comfort of a particular model to persuade a customer to make a purchase.

b. Relationship selling Relationship selling is a strategic approach where salespeople focus their
efforts on building strong, long-term relationships with a select group of customers. Instead of simply
aiming for one-time transactions, relationship selling emphasizes trust-building, personalized service,
and ongoing support. Salespeople invest time and effort in understanding the unique needs and
preferences of these customers and aim to become their preferred or sole supplier over time. This
approach fosters loyalty, repeat business, and often leads to mutually beneficial partnerships between
the salesperson and the customer. For example, A financial advisor builds trust with clients by
providing personalized investment advice, regularly reviewing portfolios, and offering ongoing
support to help clients achieve their financial goals.

c. Transactional Relationship A transactional relationship is a type of relationship that involves the

exchange of goods, services, or information between two parties. This relationship is characterised by
a mutual agreement where both parties benefit from the transaction. In a transactional relationship,
sales professionals primarily concentrate on obtaining single sales transactions with customers who
prioritise price as their main consideration over other factors. There is not much focus on developing
long-lasting relationships, and there are very few follow-up interactions. This approach is frequently
seen in industries where customers desire easily accessible, affordable products or services without a
long-term obligation. For example A customer purchases a discounted electronic device from an
online retailer during a holiday sale but does not return for future purchases or engage further with the
seller.

d. Value-added Relationship In a value-added relationship, sales professionals prioritise

comprehending the intricate requirements of their customers, both current and prospective. Their goal
is to provide solutions that not only meet these needs but also provide significant value, setting their
organisation apart from competitors. This method promotes the development of relationships based on
ongoing enhancement and customer contentment. For example, A business consulting firm not only
offers strategic advice to its clients but also provides training workshops, access to proprietary tools,
and ongoing support to help implement recommendations and achieve long-term success.
e. Collaborative Relationship In a collaborative partnership, sales professionals actively cooperate
with important clients to improve overall performance and achieve mutual success. This collaboration
goes beyond individual transactions, instead concentrating on enhancing the customer's operations,
sales, and profitability through a long-term partnership and mutual advantages. For example A
manufacturer collaborates with a major retail chain to develop exclusive product lines tailored to the
retailer's target market. The manufacturer provides insights into consumer trends and helps optimize
inventory management, while the retailer offers prime shelf space and marketing support to drive sales.