MARKETING ASSIGNMENT

1) Modern marketing calls for more than developing a good product,

pricing it attractively and making it accessible to target customers.
Companies must also communicate with present and potential
stakeholders and with the general public. Discuss.
Ans 1 - In modern competitive environment, it is very difficult for any
organization to stand out of the competition. This implies that, for any
particular organization to be known and heard by its key stakeholders.
Organization should consistently communicate with its stakeholders
rather than only producing and pricing its product. Modern marketing
requires more than developing a good product, pricing it attractively,
and making it accessible to target customers. Companies must also
communicate with present and potential stakeholders including its
employees, and with the general public .This can only be done by
determining the communication objectives firstly, we should establish
a product category as necessary to remove a perceived discrepancy
between a current motivational state and a desired motivational
state .We can also inform or show customers how and why a market
offering is used and can also give customers incentives , trial or usage of
the product .Secondly ,we can create awareness of the brand by
fostering the customer’s ability to recognize or recall the brand .We
can also help consumers to evaluate the brand’s perceived ability to
meet a currently relevant need as it show brand attitude towards
customers. We can also move consumers to decide purchase of the
brand or giving them right to take purchase related action. Lastly we
can allow companies to link their brands to other people, places, brand,
experiences, feelings and things. The main motive of modern marketing
is customer satisfaction not only making profit or developing a good
product, pricing it attractively and making it accessible to target
customers.
2. Designing the communication requires answering three questions:
what to say, how to say it and who should say it. Discuss the
statement with the help of suitable examples. 
Ans 2- The communication requires solving three problems: what to
say (message strategy), how to say it (creative strategy), and who
should say it (message source)
Market strategy(what to say) lies within the research to conduct
anonymous customer interviews to identify customer’s true
perceptions, wants, and needs thus giving them, the information they
need to best position in the marketplace through the appropriate brand
message.
In determining message strategy(how to say it ), management
searches for appeals, themes, or ideas that will tie into the brand
positioning and helps to establish points of parity or points of
difference.
Some of these may be related to product or service performance
(the quality, economy or value of the brand)
Others may relate to more extrinsic considerations (the brand as
being contemporary, popular or traditional)
John Maloney saw buyers as expecting one of four types of reward
from a product.
a) Rational
b) Sensory
c) Social
d) Ego satisfaction
Example: - Nike strategy to make the customers believe that
sportswear is a fashion statement
In determining the creative strategy (who would say it),
communication effectiveness on how a message is being
expressed as well as the content of the message itself, it simply
means how marketers translate their messages into specific
communication.
Example: - The ‘Take a Break’ Slogan has been synonymous with
Kit Kat for decades. In a great creative marketing example of
using an advertising aware public and strong brand heritage,
Nestle have created a unique, but fun guerrilla marketing
campaign.
Now coming to the message source the messages delivered by
attractive or popular sources can potentially achieve higher attention
and recall, which is why advertisers often use celebrities as
spokesperson.
Celebrities are likely to be effective when they personify a key
product attribute.
Example: - Korean Star, Lee Young Ae, was chosen to be
spokesmodel for LG Electronics after the success of her Korean
Drama Daejanggeum throughout Asia.
The distinctive characteristics of her role in the drama, caring
and out of box thinker, perfectly match LG’s vision as an
innovative company that cares for its customers.