Download Direct Marketing Diagram

Flowers are Fun, or Can Be
0422 Marketing Principles
TOPIC OR UNIT OF STUDY
Communication in Marketing Promotion
CONTENT STANDARD(S) AND OBJECTIVE(S)
 Describe the regulations of promotion
 Describe the use of business ethics in promotion
 Explain communications channels used in public-relations activities
 Write inquiries
INTRODUCTION
Direct marketing has many different elements that many businesses use this from every day. We will pretend
that we are marketing managers to employ a variety of direct marketing. These activities will help us
understand regulations & ethics in promotion, as well as communication channels effective for public-relations.
ESSENTIAL QUESTION
How do companies use communication to enhance promotion legally ethically, and profitably?
INTEGRATION OF ACADEMICS, TECHNOLOGY, ENTREPRENEURSHIP
To complete this project, students will use basic terms and concepts, to complete the following academic,
technology, and entrepreneurship activities:
 Academic activities – textbook review, , critical thinking and writing skills;
 Technology activities –use of MOS Word
 Entrepreneurship activities – Students will put themselves in the position of other businesses while
using promotions and communications to build the business.
STUDENT INVOLVEMENT IN PLANNING PROCESS
Students will take the place of business marketing professionals to analyze and perfect their communication in
promotion.
TASK(S)
 Remind Students of last unit on promotion and use Activity 1
15 min
 Conduct a case study analyzing a company’s public relations practices Activity 2
75 min
 Discuss the purpose of inquiries, what language is used, etc
20 min
 Write letters of inquiry to customers in the case study Activity 3
45 min
 Introduce the issues of eithics in marketing and promotion.
25 min
 Write a position paper on a business with questionable ethics Activity 4
60 min
 Research government regulation for promotional regulation Activity 4
30 min
 Review a business that practices variety of direct marketing strategies Activity 5
45 min
 Review cases study from Activity 2 pull in all aspects of the unit
45 min
RESOURCES
Websites
students will choose their own
http://brainmass.com/business/marketing/87698
http://saffron.pharmabiz.com/article/detnews.asp?articleid=49805&sectionid=47
Armstrong, Gary, and Kotler,Philip, “Marketing, An Introduction” Prentice Hall 2000
Duncan, Tom, “IMC, Using Advertising and Promotion to Build Brands.” McGraw-Hill 2002
TECHNOLOGY USE
Assigned websites, computers, and Microsoft Office Word software.
EVALUATION
#1 - Activity 1 – Direct Marketing Diagram
12 pts
#2 - Activity 2 – Case Study of Bouquet Resorts
28 pts
#3 - Activity 3 – Business Letter to Bouquet Resorts
10 pts
#4 - Activity 4 – Relating Promotions position paper
16 pts
#5 - Activity 5 – Dialing for Flowers questions
10 pts
Total points for these activities
76 pts
Authentic assessments will be evaluated with the rubrics that are located on each activity
TIMELINE
Block scheduling-4 days, periods-8 days. This includes time for lecture, textbook readings, and discussions.
Depending on student’s ability, extended time may be needed on some projects.
Day 1 Remind Students of last unit on promotion and use Activity 1
15 min
Conduct a case study analyzing a company’s public relations practices Activity 2
75 min
Day2 Discuss the purpose of inquiries, what language is used, etc
20 min
Write letters of inquiry to customers in the case study Activity 3
45 min
Introduce the issues of eithics in marketing and promotion.
25 min
Day 3 Write a position paper on a business with questionable ethics Activity 4
60 min
Research government regulation for promotional regulation Activity 4
30 min
Day 4 Review a business that practices variety of direct marketing strategies Activity 5
45 min
Review cases study from Activity 2 pull in all aspects of the unit
45 min
CONCLUSION
At the end of this unit, students will be able to explain the relationships of direct marketing, marketing and
promotions, and address the ethics involved.
Direct Marketing Diagram
Look at the diagram below to see all methods of direct marketing communications. On the line next to
each form of communication, give two examples.
Face to Face
Selling
Online
Marketing
Direct Mail
Customers
and
Prospsects
Kiosk
marketing
Telemarketing
Direct
Response
television
Bouquet Resorts Case Study
http://brainmass.com/business/marketing/87698
You are the Marketing Director at a resort development company in the vacation ownership (timeshare)
industry, Bouquet Resorts. Bouquet Resorts is an established, twenty-year- old company recognized
internationally. The company was one of the founding originals at the start of the industry's growth.
Over the years, Bouquet Resorts has grown to a size of 16 vacation ownership resorts throughout 8
states and 4 countries. The company's presence includes corporate headquarters, 17 on-site sales
centers, 5 off-site sales centers, and a range of 20-40 independent brokers with real estate license
credentials for sales.
This is a multi-billion dollar real estate industry, but an industry that also did not earn respect from
consumers in its early stages. In those days, the industry was not regulated as it is today, by government
and real estate laws. This allowed for scandalous practices and misleading sales tactics, all leading to a
very guarded and suspicious consumer today.
You are the Marketing Director at one of the off-site sales centers. You are responsible for creating
marketing strategies that will bring qualified consumers into the center, so that sales staff might present
the benefits of Bouquet Resorts. The sales staff consists of sales agents, sales managers, and verification
loan officers, all managed by a Sales Director and a Project Director.
Your Marketing Department consists of 5 Marketing Managers, 30 telemarketers, 30 field-marketing
agents, and 5 administrative support staff. You report directly to the Project Director and regularly have
meetings with both the Project Director and Sales Director to discuss overall sales and marketing
strategy, numbers, goals, budgets, and urgent needs.
Your job is to create the message that will be communicated about Bouquet Resorts and to thread that
through all marketing collateral, which may include: flashy print pieces, postcards, indoor and outdoor
booth displays, banners, invitations for guests, and more.
You are challenged with the task of bringing a good quantity and quality of guests into the sales center.
Your methods include:
- telemarketing consumers
- face to face field marketing consumers at trade shows, festivals, events, sporting venues and shopping
malls
- utilizing outside vendors to provide qualifying guests to visit your off-site sales center. The outside
vendors are typically telemarketing consumers.
The challenge of marketing at an off-site sales center is that the consumer does not get to visit, touch
and feel any of the actual resorts, although they will see photos, videos and virtual tours of the resort
properties. The industry trend has been to present some promotional giveaway or gift as the lure, to get
consumers to agree to visit the off-site sales center, and to listen to a 90 minutes presentation about
Bouquet Resorts. It is important to get advance commitment from the consumers to show up for their
appointment to best utilize resources and to maximize sales opportunities.
You are responsible for overseeing both the internal marketing staff and your outside vendors, to make
sure they are sending the correct message about your company and the promotional offerings. You are
also responsible for creating business alliances (such as mall alliances) that will help improve the
company's ability to get in front of qualified consumers. Recently you have been trying to secure
alliances with local NBA and NFL sports teams for field marketing opportunities. As the Marketing
Director, you are also responsible for the marketing budget, and you are expected to help achieve the
overall sales objectives of the center.
1. "How do advertising and public relations play a role in the success of Bouquet Resorts, a
timeshare/vacation ownership company? What unique challenges or situations are present in
the vacation ownership/timeshare industry and specifically at Bouquet Resorts?"
2. Describe one real world example of a public relations or advertising campaign that successfully
achieved a desired outcome and one real world example that did not.
3. Also explain why you feel each example achieved or did not achieve its desired goals."
4. Take the extra step in making recommendations for alternative strategies for two other
examples.
4 pts
3 pts
2 pts
1 pt
Completeness
Complete in all
Complete in most
respects; reflects all respects; reflects
requirements
most requirements
Incomplete in many
respects; reflects few
requirements
Incomplete in most
respects; does not
reflect requirements
Understanding
Demonstrates a
sophisticated
understanding of
the topic(s) and
issue(s)
Demonstrates an
accomplished
understanding of the
topic(s) and issue(s)
Demonstrates an
acceptable
understanding of the
topic(s) and issue(s)
Demonstrates an
inadequate
understanding of the
topic(s) and issue(s)
Analysis,
evaluation, and
recommendations
Presents an
insightful and
thorough analysis of
all issues identified;
includes all
necessary financial
calculations
Presents a thorough
analysis of most
issues identified;
includes most
necessary financial
calculations
Presents a superficial
analysis of some of the
issues identified; omits
necessary financial
calculations
Presents an incomplete
analysis of the issues
identified
Makes appropriate
and powerful
connections
between the issues
identified and the
strategic concepts
studied in the
reading;
demonstrates
complete command
of the strategic
concepts and
analytical tools
studied
Makes appropriate
connections
between the issues
identified and the
strategic concepts
studied in the
reading;
demonstrates good
command of the
strategic concepts
and analytical tools
studied
Makes appropriate but
somewhat vague
connections between
the issues and concepts
studied in the reading;
demonstrates limited
command of the
strategic concepts and
analytical tools studied
Makes little or no
connection between the
issues identified and the
strategic concepts
studied in the reading
Total
Writing mechanics
Supports diagnosis
and opinions with
strong arguments
and evidence;
presents a balanced
and critical view;
interpretation is
both reasonable
and objective
Supports diagnosis
and opinions with
reasons and
evidence; presents a
fairly balanced view;
interpretation is
both reasonable and
objective
Supports diagnosis and
opinions with limited
reasons and evidence;
presents a somewhat
one-sided argument
Supports diagnosis and
opinions with few
reasons and little
evidence; argument is
one-sided and not
objective
Presents detailed,
realistic, and
appropriate
recommendations
clearly supported
by the information
presented and
concepts from the
reading
Presents specific,
realistic, and
appropriate
recommendations
supported by the
information
presented and
concepts from the
reading
Presents realistic or
appropriate
recommendations
supported by the
information presented
and concepts from the
reading
Presents realistic or
appropriate
recommendations with
little, if any, support
from the information
presented and concepts
from the reading
Writing
demonstrates a
sophisticated
clarity, conciseness,
and correctness;
includes thorough
details and relevant
data and
information;
extremely wellorganized
Writing is
accomplished in
terms of clarity and
conciseness and
contains only a few
errors; includes
sufficient details and
relevant data and
information; wellorganized
Writing lacks clarity or
conciseness and
contains numerous
errors; gives insufficient
detail and relevant data
and information; lacks
organization
Writing is unfocused,
rambling, or contains
serious errors; lacks
detail and relevant data
and information; poorly
organized
Total of 28 points:
Dear Bouquet Resorts
Pretend that you are customer who has heard of Bouquet Resorts and you are interested in a Time
share. You are going to write a letter of inquiry to Glades Resort. Remember this is a business letter and
you are asking for information, you want a better deal on a time share. You want a week in the summer,
you would also like a walk in shower, and handicap parking. In inquiry letters you are asking a favor of
the reader.
Follow these guidelines.
1. If necessary, begin with a statement of goodwill, this is often a compliment to the company or to
its goods and services.
2. Provide a general purpose statement. This should be in general terms, provide details in the
body of your letters,
3. Use a polite tone, don’t be demanding, or you may never get a response.
4. Provide specifics in your body paragraph, use a list to draw attention to the most important part
of the letter. Arrange your list in descending order of importance with the most important issue
first.
5. Set up the next step in the communication process (such as you will call at a certain time/date)
6. Express appreciation for reader’s time.
7. If you want a response please be sure to state that and when you would like a response.
Letter writing grades grade rubric
Grade Description
9-10 This document represents a polished, appropriately-designed effort that would be completely acceptable in a professional situation. It
7-8
5-6
3-4
1-2
is totally error-free; moreover, it is executed with creativity and sensitivity to the nature and needs of the audience and make the best
use of available communications presentation technology. The prose style is mature and tight, well-organized, and free of lard. Every
part plays an important role in the document's effect and is connected by appropriate transitions. Any graphics are smoothly
integrated and effectively placed for communicative success. The content shows that the writer knows how to find, select, and present
information in the manner best suited to this audience.
This document is less polished and appropriate than A documents, but again would be acceptable (if not notable) in a professional
situation. They are also totally error-free, but are weaker than A papers in one or more of the following ways: The style is less tight or
more lardy; transitions may be weaker; the appeal to the audience is less certain; the presentation is less polished; graphics may be
less appropriate or less smoothly integrated; the content may be less complete or less sophisticated; the use of technology may be less
fluent; or the writer may not demonstrate the ability to find, select, and present the right information in a totally appropriate manner.
This document is virtually error-free, but is not yet appropriate for a professional situation for one or more of the following reasons:
the style is immature, wordy, stilted, or inappropriate for the audience; the topic is mundane; the content is insufficiently developed or
presented in a less-than-effective organization; the presentation is uncertain and shows amateurism; graphic information is
ineffectively presented or interpreted or inappropriately placed; technology may not be used effectively; appropriate sources of
information may not have been consulted; documentation of secondary information may be incomplete or inaccurate. With
appropriate revisions these documents may be acceptable in a professional situation.
This document contains errors in any or all of the following areas: spelling, grammar, mechanics, punctuation, or format. It may also
suffer from one or more of the following weaknesses: inappropriate or casual style; insufficient audience analysis; poor organization or
transitions; incomplete or inappropriate content; sloppy, hasty, or amateurish presentation; inaccuracies in data; poor choice of
graphic contents, placement, or presentation; inappropriate, incomplete, or missing research; serious faults in documentation; or
problems using available technology. This document requires substantial revision to be acceptable in a professional situation.
This document does not meet basic standards for professional communication. It may exhibit one or more of the following
weaknesses: inability to use standard grammar, spelling, punctuation, and mechanics; missing documentation; poor treatment of
content; careless or inappropriate format and presentation; no control over technology; illogical organization; or an obviously
inadequate amount of preparation. This document must be completely rewritten before they can be used in a professional situation.
REGULATING PROMOTIONS
http://saffron.pharmabiz.com/article/detnews.asp?articleid=49805&sectionid=47
Wednesday, May 20, 2009 08:00 IST
P A Francis
Success of a pharmaceutical product in the market is directly related to generation of prescriptions by
the medical practitioners. Pharmaceutical companies have to, therefore, motivate physicians to write as
many prescriptions as possible for making a product click in the market. It is this nature of
pharmaceutical marketing that brings the medical fraternity and the pharmaceutical companies close
world over. For the pharma companies, increase in prescriptions will decide the sales and profits
whereas for doctors, dependability of the companies on them, bring unlimited returns by way of
incentives for prescription. What is overlooked in this relationship is the heavy price the patient pays for
the medicine he buys. A major part of the cost of the prescription medicine is on account of the loading
of the promotional expenditure on the price of the medicine. What percentage of the cost of medicine is
promotional expenditure is not known and is not separately provided in the balance sheet of the
companies. But, it is believed that promotional expenditure constitutes almost 25 per cent cost of
prescription drugs. The Union ministry of chemicals has taken serious note of such loading of
promotional costs to the prices of prescription drugs after a series of reports appeared in a section of
the media some time back. Since then, IDMA and OPPI have been talking about a code of ethics for
marketing of pharmaceutical products for their members. In fact, they had drafted code of ethics some
years back and claim to have circulated among the members. The OPPI code urged the pharma
companies not to offer any financial or other incentives for prescribing the medicines and they should
promote products based on adequate, unbiased and truthful technical data. IDMA code is also on similar
lines. One should not expect such code of ethics will ever be implemented by the associations as the
competition between member companies is so fierce. The Department of Pharmaceuticals has taken
serious objection to this unethical practices of pharma companies and wanted some kind of control to
be enforced by the associations. It had called two meetings of the industry associations in the last few
months and OPPI has been asked to draft a common code of ethics for the entire industry. The
Department is expected to take a look at the draft and decide how to implement it. It is naïve to expect
the members of the associations to adopt such a code and implement it voluntarily. Because, that
affects the business of the member companies and there is no guarantee every member will abide by it
honestly. Therefore the right option before the Department is to regulate the promotional expenditure
by an order if it is really serious about the whole issue.
Write a position paper from either the standpoint of the pharmaceutical company, who is trying to
make money, or from the standpoint of the consumer or patient who needs the medicine. Research
what has been done, if anything, through the government, to address this issue.
Points
4
4
4
4
16
Content
A position was established and maintained through the paper.
Several reasons or examples were given to support the student’s position.
Reseach has been conducted to see what government legislation, if any has
been passed to deal with this issue or promotion.
Paper is free from grammatical and spelling mistakes. Sentences are complete.
Total Points
Points
Earned
____ of 16 pt
Dialing for Flowers
One very successful direct marketer is 1-800-Floewrs, a pioneer in using direct response television
advertising, telemarketing, and ecommerce to generate sales for local florists. The parent company,
Teleway, an innovative relationship marketer, set up a network of 2500 US retail florists called
BloomNet. Teleway creates , schedules, and runs direct response advertising that generates incomes for
this group.
To send a gift of flowers, you can call the 800 number (or contact 1-800-Flowers.com) and a local
retailer within the recipients code are delivers the flowers. Teleway receives orders from all around the
world in one of three telemarketing centers. Each order is transmitted within three minutes to a
computer at the florist nearest the recipieners address. The florist makes up the bouquet from the
specifications and color photos in Teleways manual and delivers the flowers.
In addition to teleivision, the ecommerce company uses direct mail and radionmarket its’ product.
Direct mail catalogs are sent to consumer segments in a file of 1.5 million customers, and radio is used
generate orders from people at work or in their cars. Those who place flower orders may receive a
follow up postcard offering other Teleway products such as gift baskets, candy, or Florida oranges.
A Web pioneer since 1992, the company was names “The Top Gift Site on the Web” by Clicksguide.com.
It also has enlarged its web presence by buying GreatFoods.com and consolidating the gourmet and
specialty foods line with the Flowers Line in an attempt to become the number one source for
thoughtful gifts in all occasions.
1. Why is 1-800-Flowers described as a direct market?
(2 pts)
2. How does this florist company differ from other florist companies?
(2 pts)
3. How many different marketing communication tools does 1-800-Flowers use in its direct
marketing?
(2 pts)
4. Teleway gives a book with pictures that florists can use to duplicate the flower arrangement.
What if a florist is out of a certain flower? Should they compensate with a different but equal
flower? Why/why not?
(2 pts)
5. 1-800-Flowers guarantees that their flowers are fresh. What if the florist has older flowers and
decides to use them in your arrangement. Is this ethical/unethical? How?
(2 pts)