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Digital Marketing
September
2023 Examination
Case:
You have been appointed
as the marketing manager for an exquisite high-end luxury hotel chain known for
its opulent accommodations and impeccable service. The hotel caters to affluent
and discerning travellers seeking extraordinary experiences. With its iconic
locations in the world's most prestigious destinations, the hotel offers
breathtaking views, meticulously designed suites, and an array of exclusive
amenities such as private butler service, fine dining restaurants curated by
renowned chefs, and luxurious spa facilities. The hotel's target customers are
sophisticated individuals who appreciate the finer things in life, including
personalized attention, privacy, and a seamless blend of elegance and
modernity. They seek a haven of indulgence, where every detail is thoughtfully
crafted to exceed their expectations.
1. Explain how you
would apply the concept of the 8Ps to develop an effective marketing mix for
the luxury hotel chain. Provide a detailed description of each P and its
relevance in the context of the luxury hospitality industry. (10 Marks)
Ans:
Introduction:
The concept of
the 8Ps can be correctly applied to broaden a comprehensive marketing mix that
aligns with the logo's positioning and caters to the desires and desires of
affluent and discerning travelers. The luxury hospitality enterprise demands a
unique technique, focusing on turning in super experiences and creating a sense
of exclusivity for the target clients. The 8Ps provide a framework for crafting
a marketing strategy encompassing all factors of the lodge's services and
effectively communicating its value proposition. This essay will delve into
each of the 8Ps—product, charge, region
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2. What are the various
traditional and online platforms that you will use to promote the luxury hotel
chain? Explain the same with reasons. (10 Marks)
Ans:
Introduction:
As
the marketing manager for a high-end luxury hotel chain, I strategically
promote the brand and attract the eye of affluent and discerning travelers
seeking extraordinary reports. A comprehensive marketing plan is essential to
achieve this, encompassing traditional and online platforms that effectively
reach and engage our goal customers. By leveraging these platforms, we can
create a cohesive and impactful advertising campaign showcasing the hotel's
luxury, impeccable service, and an array of exclusive amenities. Let us explore
the various traditional
3. a. You are a
marketing manager for a leading consumer electronics company that recently
embraced digital channels as part of its overall marketing communications
strategy. Assess the impact of integrating digital channels on IMC. Provide
examples of how each digital channel will enhance the overall marketing
communications. (5 Marks)
Ans:
Introduction:
In
today's digitally-driven world, groups constantly adapt to new technologies and
trends to effectively communicate with their target audiences. Consumer
electronics companies have recognized the importance of integrating digital
channels into their marketing communications strategies. This essay will assess
the impact of incorporating digital media on integrated marketing
communications (IMC) and offer examples of how each digital channel can enhance
3. b. You have been
hired as a digital marketing manager for a fashion retail company that wants to
enhance its online presence and drive more sales. Implement the ASCOR Digital
Marketing Framework to devise a tailored approach for the company. Explain how
you would execute each phase of the framework to achieve the business's
marketing objectives and establish a competitive edge in the fashion industry.
(5 Marks)
Ans:
Introduction:
As
the newly appointed digital marketing supervisor for a fashion retail company,
my primary goal is to enhance the company's online presence and drive more
sales. To gain this, I will implement the ASCOR digital marketing Framework, a
comprehensive approach focusing on five key phases: analysis, strategy, Campaigns,
Optimization, and
landing
pages, simplifying checkout processes, and reducing friction points in the
person's
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