ASSIGNMENT
Responses to your peers: Post your responses (about 40 words per response) to at least two of your class peers’ original posts.
Your responses should be meaningful and advance the discussions of the issues mentioned by your peers. Make sure to include the following statements:
PEER 1(JOSE): 1.)One of the topics mentioned in the chapter was business to business marketing. Business-to-business (B2B) marketing refers to the strategies, tactics, and techniques used by a company to market its products or services to other businesses or organizations(Chapter 1, 2020). An example of B2B marketing is a software company that sells its products to other companies to help them manage and analyze their data. The software company would use a variety of marketing tactics, such as attending industry trade shows, running online advertising campaigns, and creating case studies and white-papers to showcase the benefits of their software to potential clients in other companies. Another topic mentioned was external environment (Chapter 2,2020). External environment in marketing refers to external factors that can impact an organization’s marketing strategy, such as economic conditions, competition, technology, society and culture, and legal and regulatory issues. An example is COVID-19, which led to shift in consumer behavior and companies had to adjust their marketing strategies.
2.) The question that made me rethink how business get done is “I believe that it is hard to justify the return of marketing investment for most businesses.” This makes me think that marketing can at times be considered useless in some businesses. This could be due to business not knowing what to measure and when to measure (Paula, 2021).
3.) I chose Little Caesars as my brand and its tags are “Best value delivery and carryout.” One of its competitors would be Dominoes and its tags are “Pizza delivery & carryout, pasta, chicken & more.” Both of these companies communicate value to its stakeholders in different ways. Little Caesars, for example, focuses on value pricing and convenience as key selling points for its stakeholders, such as customers and franchisees. They communicate this value through marketing campaigns and promotions that highlight their low prices, as well as through their “Hot-N-Ready” concept, which allows customers to walk in and get a pizza without the need to call or wait for it to be made. Domino’s, on the other hand, focuses on technology and innovation as key value drivers. They communicate this value by highlighting the various technology-enabled features that they offer such as ordering via website, mobile app, and even through social media platforms. They also communicate the value through the use of technology in their supply chain and store operations, such as GPS tracking of deliveries.
4.) Little Caesars markets their products by having commercials on tv, collaborations with sports, collaboration with tv shows, and by using memes in their social media. Right now if you go to their website, one of the first things you see is their NFL special deal. They seem to update their stories and page often. Only a few weeks ago they were advertising their new fanceroni pepperoni pizza and now they have a new jalapeño bacon advertisement going on. This is very similar in Mexico, they have the same promotions and a very similar layout in the Mexican Little Caesars website. When it comes to other countries like the Philippines, they seem to be lacking in their marketing. The site seems outdated and are only marketing their regular pepperoni pizza. They don’t have all the deals that they show on the Mexican and American sites. Their social media in the Philippines has hardly any posts unlike in Mexico and United States.
5.) Localization refers to a company modifying its products to better fit the country or culture (Chapter 2,2020). After looking over the website on the foreign countries I was able to find different products that are offered in those countries that are not offered in the United States. This is more than likely done to appeal to their local customers(Piacentini, 2021). In the Philippines they offered smaller portions of their pizza, and in Mexico they had a spicy and sweet bbq pizza.
6.)I believe that customer are more likely to buy from the target brand. This is because of the perceived quality. When people look at a target brand they are more likely to see it as a better brand due to it being global. The trust that customers have placed in global brands over a long period of time is the key to their success. As a result of customers’ perceptions of global brands as trustworthy and reliable, their position grows stronger and stronger. Local brands face difficulties competing with global brands(Siporski, 2020).
References:
Chapter 1 & 2 , Marketing: Real People, Real Choices
Paula. (2021, February 22). Why measuring marketing roi can be difficult. PP8 Marketing. Retrieved January 24, 2023, from https://pp8marketing.com/why-measuring-marketing-roi-can-be-difficult/Links to an external site.
Piacentini, L. (2021, February 1). How little Caesars® Pizza is excelling in the $145 billion Global Pizza Industry. 1851 Franchise Magazine, Franchise News, Information, franchise opportunities. Retrieved January 24, 2023, from https://1851franchise.com/littlecaesarsinternational/how-little-caesars-pizza-is-excelling-in-the-145-billion-global-pizza-industry-2714848#storiesLinks to an external site.
Siporski, J. I., & …, J. I. (2021, October 11). Why do customers prefer global brands over local brands? BUSINESS POWERHOUSE Magazine. Retrieved January 24, 2023, from https://www.business-powerhouse.com/why-do-customers-prefer-global-brands-over-local-brands
PEER 2 (Maria): The evolution of the marketing concept would be the process in which the old days did or did not work. Organizations would only need to make products faster and cheaper to make them successful. (Chapter 1, 2020). The marketing orientation represents a sea change where traditional marketing focuses on products convincing them to buy. Markets have a better understanding of customer needs and concerns. What led to the evolution of marketing as a concept would be competition increasing and the variety of choices of products to the customers. (Chapter 2, 2020) The four types of an era for marketing evolution are the production era, sales era, marketing era, and marketing company era. Where all the eras led to product increase.
A question that led me to think about how business gets done from the “Pre-course survey” is the question asked if people who are aware successful in marketing are outgoing but are not good with numbers. I disagreed with that question because people who are successful in marketing might be outgoing but are really good with numbers; well, I know I am good with numbers.
One of the typical software we use is Microsoft which the title tags to operating Microsoft surface pro, Microsoft Office, Microsoft Windows, Microsoft teams, Microsoft word, and so many other operations. I mainly used Microsoft for many things, including where students or businesses are. The company brand Microsoft corporation leads to developing computer software systems and applications. Microsoft Corporation provides products and solutions support services in software through the world wide web.
Microsoft is one of my favorite brands because people use it daily, primarily if they work in an office setting or are full-time university students. Microsoft usually updates its news every day. (Bennett,2023). Microsoft news and updates are nationwide; once it has come is spreads to every country.
Microsoft’s international strategy would be Market Penetration, which Microsoft uses to grow its business. Asia is one of the companies increasing in marketing and sales through Microsoft.
Customers in Asia, as in the United States, would trust the brand of Microsoft more than any other domestic counterparts. A survey shows 75% of customers are more likely to trust the Microsoft brand than any other brand in the market. (MSPOWERUSER, 2023). Microsoft has maintained a low profile regarding consumer services and has an excellent way to keep people satisfied.
References
Chapter 1. (n.d). Welcome to the World of Marketing: Create and Deliver Value.
Chapter 2. (n.d). Global, Ethical and Sustainable Marketing.
Microsoft: Latest News & Videos, photos about Microsoft: The Economic Times – page 1. The Economic Times. (n.d.). Retrieved January 24, 2023, from https://economictimes.indiatimes.com/topic/microsoft
Surur. (2020, March 3). Large survey finds Microsoft well-liked, most trusted US Technology Brand. MSPoweruser. Retrieved January 24, 2023, from https://mspoweruser.com/large-survey-finds-microsoft-well-liked-most-trusted-us-technology-brand/#:~:text=In%20fact%2075%25%20of%20those,the%2041%25%20who%20trusted%20Facebook.
