Regional marketing director

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Overview

You are a regional marketing director of a theme park in the southeastern United States. The chief marketing officer (CMO) of global operations of the theme park group wants you to lead the marketing response to a recent safety incident that has affected the brand globally. You are tasked with designing a phased marketing strategy for reopening all parks in the group while addressing the organizational goals of maximum safety, effective crisis communication, improved customer satisfaction, and increased profit potential.

As a first step, you must create a short report for all other regional marketing directors to help them understand the role of marketing in creating and sustaining customers’ brand loyalty, which is necessary for improving long-term customer satisfaction and profit potential.

As explained by Aaker and Moorman in Strategic Market Management, brand loyalty is the tendency of customers to purchase products from the same brand over and over again, rather than switching to other choices. Brand loyalty can also be viewed as a “resistance to switching;” it gives a business an edge over its competitors by causing it to be the first choice when a customer makes a spending decision. If a company has a high degree of brand loyalty it can redirect its assets to more impactful spending, including how it allocates those resources towards marketing efforts.

Prompt
Review the memo from the CMO of the organization in the course scenario and write a short report on the role of marketing in creating and sustaining a brand. You will also explain the benefits of customer loyalty to the brand.

Specifically, address the following criteria:

Explain the role of the four Ps of marketing in creating and sustaining brand.

How does product (theme park services) from the four Ps of marketing reassure existing customers and invite new ones? Explain.
How can price (entrance ticket, services, and food and beverage costs) from the four Ps of marketing be used to generate new customers and motivate existing ones? Explain.
How can place (location and ambience of the parks) from the four Ps of marketing restore and enhance confidence of customers in the brand? Explain.
How can promotion (events, outreach programs) from the four Ps of marketing create additional traffic and more engagement? Explain.
Explain the benefits of customer loyalty to the brand.

Determine the benefits of brand loyalty in reducing marketing cost.
Explain how brand loyalty can be used to create a barrier to entry for the new competitors.
Explain the how brand loyalty can help overall financial performance.

 

 

Sample Solution

unjustly. Also, in today’s world, wars are no longer fought only by states but also non-state actors like Al-Queda and ISIS, showing Vittola’s normative claim on authority is outdated. This is further supported by Frowe’s claim that the leader needs to represent the people’s interests, under legitimate authority, which links on to the fourth condition: Public declaration of war. Agreed with many, there must be an official announcement on a declaration of war (Frowe (2011), Page 59-60&63). Finally, the most controversial condition is that wars should have a reasonable chance of success. As Vittola reiterated, the aim of war is to establish peace and security; securing the public good. If this can’t be achieved, Frowe argues it would be better to surrender to the enemy. This can be justified because the costs of war would have been bigger (Frowe (2011), Page 56-7). Consequently, jus ad bellum comprises several conditions but most importantly: just cause and proportionality. This gives people a guide whether it’s lawful to enter a war or not. However, this is only one part of the theory of the just war. Nevertheless, it can be seen above that jus ad bellum can be debated throughout, showing that there is no definitive theory of a just war, as it is normatively theorised. Jus in bello The second section begins deciphering jus in bello or what actions can we classify as permissible in just wars (Begby et al (2006b), Page 323). First, it is never just to intentionally kill innocent people in wars, supported by Vittola’s first proposition. This is widely accepted as ‘all people have a right not to be killed’ and if a soldier does, they have violated that right and lost their right. This is further supported by “non-combatant immunity” (Frowe (2011), Page 151), which leads to the question of combatant qualification mentioned later in the essay. This is corroborated by the bombing of Nagasaki and Hiroshima, ending the Second World War, where millions were intently killed, just to secure the aim of war. However, sometimes civilians are accidentally killed through wars to achieve their goal of peace and security. This is supported by Vittola, who implies proportionality again to justify action: ‘care must be taken where evil doesn’t outweigh the possible benefits (Begby et al (2006b), Page 325).’ This is further supported by Frowe who explains it is lawful to unintentionally kill, whenever the combatant has full knowledge of his actions and seeks to complete his aim, but it would

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