Business Venture
Ch!c 1
Ch!c: The Fashion Trendsetter Collection
Assignment 2 Professor Faulk November 30, 2011
Ch!c 2 Abstract Marketing strategy is essential to any business. In order to be successful there has to be a reliable. One of the most important components of the marketing strategy is the marketing mix. The elements that are featured in the marketing mix are: advertising, direct marketing, sales promotion, publicity/public relations, and personal selling. The first part of the report discusses the aspect of the IMC. In the report all of the components of the communication mix are defined and discussed. The second part of the report focuses on the actual application of the concepts in the product developed. In this part a detailed description of the IMC approach is provided. The second part also contains the desired message to be communicated to the customers. In the last part of the report the suitable method for measuring advertising is chosen and analyzed.
Ch!c 3 Introduction The Integrated Marketing Communications (IMC) approach is an important concept in marketing because it incorporates the different communication alternatives. The elements of the marketing mix include: adverting, direct marketing, sales promotion, publicity/public relations, and personal selling. Each of the individual communication alternatives has both pros and cons. The IMC approach can be used to indicate which alternatives are good for the business and which are not. This is important because it narrows the company’s focus to just the communication alternative they are interested in. The core strategy allows the seller to communicate to the market their strategies and goals for the product. The core strategy of the Ch!c collection is to develop a product that will exceed the customers’ expectations. Finally there are numerous methods for measuring advertising, but after a thorough research the
Ch!c: The Fashion Trendsetter Collection
Assignment 2 Professor Faulk November 30, 2011
Ch!c 2 Abstract Marketing strategy is essential to any business. In order to be successful there has to be a reliable. One of the most important components of the marketing strategy is the marketing mix. The elements that are featured in the marketing mix are: advertising, direct marketing, sales promotion, publicity/public relations, and personal selling. The first part of the report discusses the aspect of the IMC. In the report all of the components of the communication mix are defined and discussed. The second part of the report focuses on the actual application of the concepts in the product developed. In this part a detailed description of the IMC approach is provided. The second part also contains the desired message to be communicated to the customers. In the last part of the report the suitable method for measuring advertising is chosen and analyzed.
Ch!c 3 Introduction The Integrated Marketing Communications (IMC) approach is an important concept in marketing because it incorporates the different communication alternatives. The elements of the marketing mix include: adverting, direct marketing, sales promotion, publicity/public relations, and personal selling. Each of the individual communication alternatives has both pros and cons. The IMC approach can be used to indicate which alternatives are good for the business and which are not. This is important because it narrows the company’s focus to just the communication alternative they are interested in. The core strategy allows the seller to communicate to the market their strategies and goals for the product. The core strategy of the Ch!c collection is to develop a product that will exceed the customers’ expectations. Finally there are numerous methods for measuring advertising, but after a thorough research the
References: Cho, K. A. (2010 Advertisements: The pros and cons. Retrieved November 30, 2011, from http://www.shcoollnet.org.za/learningcircles/pubs06-2/P10/findings.html Gupta, Sunil. (1988). Impact of sales promotions on when, what, and how much to buy. Journal Of Marketing Research http://www.entrpreuner.com/article/25754 Presentation: Overview of the Role of Advertising and Public Relations (2007).Retrieved November 30, 2011, from http://coursebuildercontent.careeredonline.com/Content.aspx?sun=3326 Satisfied customers: What do customers want? (2005). Retrieved on November 29, 2011 from http://www.startupnation.com/business-articles/1103/1/AT_What-Customers-Want.asp Small business advertising (2011). Retrieved November 30, 2011, from http://gaebler.com/Advertising-Advantages.htm The core strategy: creating clarity of purpose (2008). Retrieved on November 29, 2011 from http://psg.biz/reinvention/corestrategy.html Winer, R. S. & Dhar, R. (2011). Marketing management. Upper Saddle River, New Jersey: Pearson Prentice Hall