write 1200 words about Critically Appraised Topics

MKTG 7260 MARKETING AND STAKEHOLDER COMMUNICATION SEMINAR GROUP 2 WEDNESDAY

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LIST OF CLAIMS FROM SEMINAR GROUP 2

Customers are increasingly buying more products from companies that promote CSR.

Using celebrities in advertisements will increase market share of products.

Using influencers on social media is an effective, cost efficient and low risk way to increase

product awareness.

Limiting the production stock will make our products more attractive

Luxury and beauty products have no market in Africa.

Low price is the key driver to boost smart phones market share worldwide.

people tend to focus on brand itself rather than the actual quality of the products.

Customers are less loyal on simple, low priced products

Marketing in countries where consumer laws are weaker (protect the consumer less) is easier

and more profitable for companies than in countries where laws are stronger

Millennials do not respond positively to brands which implement aggressive marketing

strategies in a traditional advertising/sales way

Targeting one market segment too strongly can have the negative unintended consequence of

actively deterring other segments

Products with short life spans have higher sales rates as the consumer needs to replace them

more frequently

If a company is very successful in producing one product, it will be more difficult for the

company to introduce a new, different product

The existence/availability of fake products/unauthorized replicas of products decreases total

sales of the real products

Highly satisfied customers are more likely to be show high customer loyalty

Misleading and factually inaccurate advertising negatively impacts customer loyalty

High product quality positively impacts customer loyalty

Internal marketing to employees increases the motivation and productivity of the organisation

Companies that successfully satisfy customers’ needs are very profitable.

Copying star products can help a company acquire a share of the market

MKTG 7260 MARKETING AND STAKEHOLDER COMMUNICATION SEMINAR GROUP 2 WEDNESDAY

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Expanding sales channels will automatically increase sales

Creative products attract more customers and therefore increase the market share

Social media are posing enormous threats and challenges to traditional advertising

Globalization has increased positive impacts of marketing worldwide

Culture plays the most important role in the marketing strategy of a product

Slogans effectively enhance the image of the brand, helps the consumer to identify and recall

the brand and create brand differentiation.

Change in consumer behaviour forces companies to re-brand themselves and become more

consumer-centric.

After-sales service influences the sales of the product, even though the product which is

marketed is of inferior quality.

In developing economies imported products from developed countries are considered to be of

better quality than the locally manufactured product.

Competition in marketing will ultimately lead to monopoly

Price cuts can offset brand loyalty

Communication with more customers can generate more transactions.

Social Media advertising is more effective than traditional print media advertising

Brand Loyalty in Fast-Moving Consumer Goods (FMCG) is being challenged by consumers’

desire to try new things

Social media and mobile preference analytics are the most efficient and effective sources for

the identification and analysis of customer needs and wants.

Sales is more important than marketing in B2B business

In China On-line shopping is more popular than shopping in retail outlets

Using pictures in advertisement is more convincing than just words

Reviews from previous customers are more trustworthy than advertising for new customers

People will choose the products of the brands that they like rather than choose brand products

that are lower in price

MKTG 7260 MARKETING AND STAKEHOLDER COMMUNICATION SEMINAR GROUP 2 WEDNESDAY

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People tend to forget easily about the damages caused by a company’s bad behaviour.

Exaggerated information is more attractive to customers than factual information.

Marketing online is much more efficient than via traditional media such as billboards and

TV.

Marketing in video games causes teenagers to behave violently

Enterprises use “hunger marketing,” to limit access to their products and cause expansion in

consumer demand for their products.

Firms’ global presence enhances global career opportunities for marketing professionals.

Key Opinion Leaders (KOL) improve marketing sales based on the lifestyle programming.

Socially responsible firms recognize that including a strong social orientation in business is a

sound strategy that is in both their own and their customers’ best interest.

Setting unrealistic high consumer expectations of the product through advertising may lead to

higher initial sales, but it eventually will result in dissatisfaction if the product fail to achieve

high performance expectations.

Competitive advantage based on location cannot be duplicated.

A single strategy (e.g. either low prices or excellent service) is not enough to build a

sustainable competitive advantage.

A competitive advantage acts like a wall that the firm has built around its position in a

market. This wall makes it hard for outside competitors to contact customers inside.

Marketers must develop a strategy based on a particular organization’s buying behaviour and

on the buying situation.

A company must investigate local customs first before considering any expansion of its

overseas markets.

As long as the product is of good quality, it will not be hard to sell.

Market segmentation is basically defined as the finer the better.

When products show similar performance, people tend to choose products from their own

country.

High customer satisfaction does not equate customer loyalty.

Companies that do not consider environmentally friendly measures in their marketing are

more likely to fail.