May 15, 2023

Is marketing management an art or a science? Some marketing observers maintain that good marketing is an art form and does not lend itself to rigorous analysis and deliber

Q1. Is marketing management an art or a science?
Some marketing observers maintain that good marketing is an art form and does
not lend itself to rigorous analysis and deliberation. Still, others strongly disagree
and contend that marketing management is a highly disciplined enterprise that
shares much in common with other business disciplines.
.
Please take a position:
 Marketing management is essentially an artistic exercise in there for a
highly subjective, OR
 Is marketing management essentially a scientific exercise with world-
established guidelines and criteria? Your answer should be three pages at
maximum: Hint refers to Chapter 9, and also, think about how to explain
Arm & Hamer Baking Soda or Ivory Soap.
Make sure you answer with marketing theory and principles.

As far as content is concerned:
 I would organize my pro or con argument with a premise
paragraph, then 4 or 5 supporting paragraphs of theories or
facts. Finally, a summary paragraph should be written.
I would use headings for each section, such as:
Premise: An opening paragraph
Supporting Facts:
o Facts or Theory
o Fact or Theory
Fact or Theory
Summary: I have based my pro position (or con) on the above
theories and facts.

2 pages single spaced.

Principles of Marketing Seventeenth Edition

Chapter 17

Digital, Online, Social Media, and Mobile Marketing

Learning Objectives

17-1 Define direct and digital marketing and discuss their rapid growth and benefits to customers and companies.

17-2 Identify and discuss the major forms of direct and digital marketing. 17-3 Explain how companies have responded to the internet and the digital

age with various online marketing strategies. 17-4 Discuss how companies use social media and mobile marketing to

engage consumers and create brand community. 17-5 Identify and discuss the traditional direct marketing forms and overview

public policy and ethical issues presented by direct marketing.

Learning Objective 1 Define direct and digital marketing and discuss their rapid growth and benefits to customers and companies.

Direct and Digital Marketing Direct and digital marketing involve engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships.

Direct and Digital Marketing The New Direct Marketing Model

For many companies today, direct and digital marketing constitute a complete model for doing business.

Direct and Digital Marketing Rapid Growth of Direct and Digital Marketing Direct and digital marketing have become the fastest-growing form of marketing. Direct marketing continues to become more Internet-based, and digital direct marketing is claiming a surging share of marketing spending and sales.

Direct and Digital Marketing Benefits of Direct and Digital Marketing—Buyers

• Convenience • Ready access to many products • Access to comparative information about companies, products, and

competitors • Interactive and immediate

Direct and Digital Marketing Benefits of Direct and Digital Marketing—Sellers • Tool to build customer relationships • Low-cost, efficient, fast alternative to reach markets • Flexible • Access to buyers not reachable through other channels

Learning Objective 2 Identify and discuss the major forms of direct and digital marketing.

Forms of Direct and Digital Marketing

Learning Objective 3

Explain how companies have responded to the internet and the digital age with various online marketing strategies.

Marketing, The Internet, and the Digital Age Digital and social media marketing—Using digital marketing tools such as websites, social media, mobile apps and ads, online video, email, and blogs that engage consumers anywhere, anytime via their digital devices.

Marketing, The Internet, and the Digital Age

Omni-channel retailing creates a seamless cross-channel buying experience that integrates in-store, online, and mobile shopping—creates a single shopping experience.

Marketing, The Internet, and the Digital Age

Online Marketing Online marketing is marketing via the Internet using company Web sites, online ads and promotions, e-mail, online video, and blogs.

Marketing Web sites engage consumers to move them closer to a direct purchase or other marketing outcome.

Branded community Web sites present brand content that engages consumers and creates customer community around a brand.

Marketing, The Internet, and the Digital Age

Online Marketing Online advertising is advertising that appears while consumers are browsing online and includes display ads, search-related ads, online classifieds, and other forms. E-mail marketing involves sending highly targeted, highly personalized, relationship-building marketing messages via e-mail. Spam is unsolicited, unwanted commercial e-mail messages.

Marketing, The Internet, and the Digital Age

Online Marketing Online video marketing involves posting digital video content on brand Web sites or social media sites such as YouTube, Facebook, and others. Viral marketing is the digital version of word-of-mouth marketing: videos, ads, and other marketing content that is so infectious that customers will seek it out or pass it along to friends.

Marketing, the Internet, and the Digital Age

Online Marketing Blogs are online journals where people and companies post their thoughts and other content, usually related to narrowly defined topics.

Learning Objective 4 Discuss how companies use social media and mobile marketing to engage consumers and create brand community.

Social Media and Mobile Marketing

Social Media Marketing Advantages: • Targeted and personal • Interactive • Immediate and timely • Real-time marketing • Cost effective • Engagement and social sharing capabilities

Social Media and Mobile Marketing

Mobile Marketing Mobile marketing delivers messages, promotions, and other content to on-the-go consumers through mobile phones, smartphones, tablets, and other mobile devices.

Learning Objective 5 Identify and discuss the traditional direct marketing forms and overview public policy and ethical issues presented by direct marketing.

Traditional Direct Marketing Forms Direct-mail marketing involves an offer, announcement, reminder, or other item to a person at a particular address. • Personalized • Easy-to-measure results • Costs more than mass media • Provides better results than mass media

Traditional Direct Marketing Forms

Catalog direct marketing involves printed and Web-based catalogs.

Benefits of Web-based catalogs

• Lower cost than printed catalogs

• Unlimited amount of merchandise

• Real-time merchandising • Interactive content • Promotional features

Challenges of Web- based catalogs

• Require marketing • Difficulties in attracting

new customers

Traditional Direct Marketing Forms Telemarketing involves using the telephone to sell directly to consumers and business customers. • Outbound telephone marketing sells directly to consumers and

businesses. • Inbound telephone marketing uses toll-free numbers to receive

orders from television and print ads, direct mail, and catalogs.

Traditional Direct Marketing Forms Direct-response television marketing includes the following: • 60 to 120 second advertisements that describe products or give

customers a toll-free number or website for ordering • 30-minute infomercials such as home shopping channels

Traditional Direct Marketing Forms

Kiosk Marketing

Public Policy Issues in Direct and Digital Marketing

• Irritation includes annoying and offending customers. • Unfairness includes taking unfair advantage of impulsive or less-

sophisticated buyers. • Deception includes “heat merchants” who design mailers and write copy

designed to mislead consumers. • Fraud includes identity theft and financial scams. • Consumer privacy involves concerns that marketers may have too much

information and use it to take unfair advantage.

Public Policy Issues in Direct and Digital Marketing

A Need for Action

• AdChoices • Can Spam • Children’s Online Privacy Protection Act

(COPPA) • TRUSTe

Principles of Marketing Seventeenth Edition

Chapter 16

Personal Selling and Sales Promotion

Learning Objectives 16-1 Discuss the role of a company’s salespeople in creating value for customers

and building customer relationships. 16-2 Identify and explain the six major sales force management steps. 16-3 Discuss the personal selling process, distinguishing between transaction-

oriented marketing and relationship marketing. 16-4 Explain how sales promotion campaigns are developed and implemented.

Learning Objective 1

Discuss the role of a company’s salespeople in creating value for customers and building customer relationships.

Personal Selling Personal selling is the interpersonal part of the promotion mix and can include: • Face-to-face communication • Telephone communication • Video or Web conferencing

Personal Selling

The Nature of Personal Selling Salespeople are an effective link between the company and its customers to produce customer value and company profit by • Representing the company to customers • Representing customers to the company • Working closely with marketing

Learning Objective 2

Identify and explain the six major sales force management steps.

Managing the Sales Force Sales force management is the analysis, planning, implementation, and control of sales force activities.

Managing the Sales Force