Reference no: EM132638071

Question 1: In the "Managing Personal Communications" chapter in the Kotler and Keller's text (assigned for this week), they talk about "word of mouth" as a powerful marketing communication tool. How have marketers (of both large and small organizations) taken advantage of word-of-mouth communication in the digital age?

Question 2: Adding to that, how have marketers (both small-scale and large-scale) manipulated our perceptions that a communication is a word-of-mouth source (i.e., C2C) rather than an organization's message (i.e., B2C)?

Question 3: Personal selling and relationship marketing take up only a tiny space in Kotler and Keller's dense marketing text. How has digital "changed the game" when it comes to one or both of these?

Question 4: Why is it so critical for marketers to set strategic goals (or objectives), particularly with respect to middle management and front-line employees?

Question 5: If marketers set "storytelling" as a goal or objective, how can this be measured and/or how can it be connected to concrete monetary goals?

Question 6: In the HBR article by Douglas Holt ("Branding in the Age of Social Media"), he discusses what he calls "crowdculture." Is this really something new or just a new word for an existing concept? Is the concept of crowdculture useful for your industry's marketing? How if so?

Question 7: Holt (in his HBR article) criticizes Coca Cola's "Liquid and Linked" strategy (see the Coca Cola strategy video). Do you agree or disagree with his criticism and why?

Question 8: What's something from Coca Cola's "Liquid and Linked" strategy that you might apply to your own industry or area of expertise?

Question 9: Why should marketers understand the micro-elements of communication in all of its formats (e.g., static imagery, moving imagery, music, text/writing, spoken word, etc.)?

Question 10: What is an example of an ad that uses visual elements to its advantage? What are those elements and how are they used?

Question 11: Why is branding so crucial to marketers today?

Question 12: Is brand purpose essential these days now that convenience and quality seem to be so important?

Question 13: Why is brand community important to marketers?

Question 14: How can marketers move their audiences to become more "loyal" and what does that really mean?

Question 15: Choose one of the elements from the second half of the Krause Visual Design book and discuss how it could affect audiences in your industry.

Question 16: Compare and contrast two different elements from the second half of the Krause Visual Design book and why they matter to marketers.

Attachment:- Coca-cola.zip