The paper “ Information Gathering, Organizational Policies, and Procedures Considered When Planning Marketing Activities” is a spectacular option of assignment on marketing. Successful marketing should be a win-win situation for customers and businesses. The business will make sales and profit while the customer will get the value for money. Marketing strategies should appeal to the customer as a genuine desire from the company to get quality and tested services or products (Du Plessis, 65). a) Marketing activity is an event that attempts to persuade a customer to buy into a service or a product.
Examples of marketing activities are the online display of products or services, roadshows and erecting tents in strategic points or during events. b) Resources are tangible, human and intangible assets possessed by the business and emerge from investments. Examples of resources in marketing are knowledge and information, relational resources, legal, reputational, human and financial resources. c) A work activity plan is a schedule that shows tasks, deadlines or duration, responsible persons and amount of human and capital resources allocated. Examples of work activity plans are roadshows activity plans, market activation plans, and online marketing schedules. a) Marketing Information System (MIS) is a system that gathers marketing data, then analyzes, stores and distributes to managers depending on their regular information needs in order to support marketing decision making. b) The success of MkIS is determined by three factors namely; system quality, customer information quality and organizational requirements. 4.
a) Information gathering during marketing activities is important. Some of the information gathering needs are; Size of consumer population-To know the quantity of production and marketing budgetType of brands and their quality in the market- To understand the quality of the prospective productsNumber of competitors and their market size-To understand how to compete and outweigh competitorsType and size of the target market – To know the segment and address their needs effectivelyDemographic characteristics of the target market- to understand the age, gender, education, etc of the target marketb) Reviewing past marketing activities is important in learning and future planning of marketing activities.
Past activations and roadshows provide a baseline for customer needs, size, purchase intentions, tastes and preferences, and demographics. Gathering such data will help in planning for production, distribution, and shipping (Mathwick, et al.
55). 5. a) Organizational policies and procedures considered when planning marketing activitiesStakeholder analysis policyGoals and objectives policyMarketing research and analysis policyMarketing plan policy procedureSituation analysis policy procedureVision and mission policyStrategic team policy procedureb) Legislative acts considered when planning marketing activitiesAdvertising to the children actBusiness protection from misleading advertisingData protection act on e-marketing6. Planning for marketing activitiesSMART goals mean; S-Specific, M-Measurable, A-Achievable, R-Realistic, and T-Time bound. SMART goals are used because they determine the business goal and marketing activities to be used. Goals are also a basis for planning, implementing and reviewing marketing activities as to whether they were accomplished or not (Seiders, et al.
28). KPIs are Key Performance Indicators that measure the extent to which an outcome was achieved. For example, customer reach can be measured in terms of a number of pamphlets or flyers distributed or the number of customer traffic to the company website. KPIs indicate the metric or measurability of the intended outcome.
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