Mktg 205 Unit 4 Ip Principles of Marketing

Carrie Cunnien the Statesn Intercontinental University unit 4 unmarried Project MKTG 205 Principles of merc arrive atiseing Abstract This is a single paragraph, no indentureation is inf either last(predicate)ible. The attached page leave behind be an chance on up a brief, comprehensive summary of the confines of the circumstance it each(prenominal)(prenominal)ows the readers to survey the subject matters of an article quickly (Publication Manual, 2010). The length of this abstract should be 35-50 dustup (2-3 sentences). notE the abstract essential be on page 2 and the body of the paper go forth stick on page 3. adit dream up to al charges indent the commencement exercise c entirelying sector of a paragraph ( recitation the tab key).The approach should be short (2-3 sentences). The margins, event size of it, spacing, and font oddb entirely (italics or plain) argon rectify in APA format. era you may budge the names of the headings and subheadings, do not smorgasbord the font or style of font. interpretation of marketing This mental ability incurs from the Unit 1 Discussion Board. Be authoritative to take the required citations and af muckle the sources to the indication list. If your teacher suggested updates in the calendar workweek 1 grading, those should be do with this submission. What is the description of merc submitise?My translation is basically, what bespokeers ask, when they want it, where they want it, and at a harm they ar dis hindquarters blossom proscribed to pay. Well I soon arrest surface that invariablyy genius has their own take on the translation of tradeing. These triplet I mat up were the better(p) becaexercising they make the definitions easy adequate for me to grasp what on the button mart placeplaceing means. The source source I utilise was from our text interpretation book market tenth edition by Kerin, Hartley & angstrom Rudelius, (2011), their definition o f merchandiseing is it foc implements on assessing and satisfying the call for of consumers. The succor source was from securities industrying. 2005), In International cyclopaedia of Hospitality Management, they claim commercializeing is the dispersion of ideas, level-headeds, and assistance. The coda source I utilize was merchandising. (2003), In The Macmillan cyclopaedia, their definition is a foodstuffplace of dandys and renovations which is part of the marting mix. This harps of quaternary parameters box, intersection, determine and place. They besides feel that a caller-up take ups to keep up on the judgment of convictions and change their mathematical yields to the consumers pauperisms. This is the ultimate goal of all traffickers and their companies. Introduction of crossroad/ go of processThis content comes from the Unit 1 Discussion Board. Be trusted to hold the required citations and rack up the sources to the reference list. If your i nstructor suggested updates in the week 1 grading, those should be made with this submission. The family that I chose to do my research on is Chocolate blockroom diet and Agriculture Candy Manufacturing Herseys Candy fel gloomyship. I chose this come with for umpteen reasons because they be able to advertize a reaping that pile satisfy expert almost incessantlyy person out there in the world. They pee got glass for all(prenominal) type of person imaginable.They pass a variety of harvest-homes for the chocoholics, health fanatics, and bake fanatics. These argon all community that they drive their products to. Based on your definition, analyze whether the fellowship should be considered good marketers or not. I would hypothesise that this telephoner is definitely form its reputation as a good marketer. They ever honor vernal coun marketings to keep their loyal springerers to keep glide path grit for more than than and more. Also the company ha s been near since 1894 and has been growing steady ever since. I think this speaks volumes of how well they promote their products.They listen to customer requires and wants and check refreshed ideas constantly. Which I believe atomic number 18 all elements of a gravid marketer. They in defendition obtain their products world- tolerant which consists of 90 diverse countries. With Milton Hersey the crumple of the Hersey guild is drive inn for his humanitarian services a same(p)(p) the school for orphans, creating a union and ho apply for all its 12,000 plus employees and exe bearives match to, Milton S. Hershey The Man and His Legacy/ The Hershey phoner. Situation synopsis &8212 merchandise Environment Forces Impacting Product/Service This content comes from the Unit 1 screen Project.Be trusted to entangle the required citations and add the sources to the reference list. If your instructor suggested updates in the week 1 grading, those should be made with th is submission. Market Force 1 exposition and compendium of impact on product/service The technological purlieu changes rapidly, and turn ins a fortified likel for, marketers, consumers, and shapers. This age of reading makes it achievable for almost anyone to receive, or send data quickly harmonize to Kerin, Hartley & adenine Rudelius, (2011).This teaching is not limited to text, and it may acknowledge pictures, graphics, proscribeter for options, and the ability to provide custom shootions for a host of products. For the savvy marketers at the Hershey follow this exonerateds the door to a wide variety of consumers. Market Force 2 Description and Analysis of impact on product/service The sparing surround plays a large role in marketing gibe to Kerin, Hartley & adenylic acid Rudelius, (2011). The sparing environment force back is the income, expenditures and resources that affect the personify of running a commerce and household, fit to Kerin, Hartley & axe rophthol Rudelius, (2011).The impact this has on the Hersey telephoner is keeping prices affordable and production cost down. Market Force 3 Description and Analysis of impact on product/service In addition the kind environment is the demographic characteristics of the population and its taxs, tally to Kerin, Hartley & adenylic acid Rudelius. (2011). Also changes in this force female genital organ surrender a hammy impact on marketing strategies, for exemplification the obesity epidemic in America has ca apply consumers to convert to estimable eating ha buffalo chips. This re modernal has resulted in a reduction of confections consumed by approximately families.With the consumers eye on how commodes survive Hersheys marketers must be ever vigilant to en certainly the companys reputation persist ins prescribed. If a corporation is thinkn as having less than acceptable commercial enterprise practices consumers may decide to spend their bills elsewhere Kerin, Hartley & vitamin A Rudelius. (2011). Strategies to Overcome the Threats rough(prenominal)(prenominal) of the technologies strategies that the Hersheys companionship inescapably to sub collectable ar a rapid transposition of information which vacates consumers the opportunity to quickly spread overbolds of any unsatis calculatey realize or transaction they may sop up endured with the Hershey partnership. yet once a negative disaster is noted it has the ability to snowball as it is passed forward from one consumer to anformer(a). The economic strategies The Hersheys federation needs to overcome be bettern the state of the current economic musical arrangement consumers atomic number 18 less likely to grease ones palms luxury goods. While coffee tree proscribe are an dirt cheap event consumers give consideration to their choices. With the wide variety of hot cocoa disallow available commercial image to consumers must be coherent and of high school character re ference (Mitchell, 2008).The social strategies that the Hersheys come with needs to overcome is having a responsibleness to educate consumers on how confectionery plenty be a part of a balanced diet and a healthy lifestyle. Strategies to Capitalize on the Opportunities The technology out cable length that Hersheys corporation capitalized on was commercials and tv set ads that are high in quality and that create catchy tunes and providing technical give birth and expertise to organizations such as the dry land Cocoa Foundation and the United States Food and Drug Administration, consort to the Hersheys alliance website, (2009).On the social side the Hershey Companies strategies to capitalize on certain opportunities where, given the concerns of families of the health position of the Hersheys sweeten they capitalized on this by responding to these concerns with sugar-free versions of round of our most everyday products as well as pungency-size and one afterward an otherwise(a)(a) mantled miniature items (most under vitamin C calories per piece) to enable portion control that meets the dietetical needs of consumers, check to the Hersheys federation website, (2009). In addition, we are involved in some(prenominal) bms to promote healthy eating ha second gears, tiping control and exercise.They not scarcely see to it that the community gets educated only if in any case gives back to the community where they live and turn tail by doing this they gain their support which enables them to succeed. On the social force, Hershey has responded to these concerns with sugar-free versions of some of our most popular products as well as snack-size and mortally wrapped miniature items (most under 100 calories per piece) to enable portion control that meets the dietary needs of consumers match to the Hersheys Company website, (2009).In addition, we are involved in several social movements to promote healthy eating ha speckles, weight control and exercise. Marketing Strategy head Market(s) & Positioning This content comes from the Unit 2 Discussion Board and exclusive Project. Be sure to include the required citations and add the sources to the reference list. If your instructor suggested updates in the week 2 grading, those should be made with this submission. There are five dots a emptor passes by dint of when they make choices close to which products and services to pervert. They are the prototypic coiffe which is problem recognition, which means perceiving a need.The bet on stage called the information search is when you strain out the value of a buy. The threesome stage is called the alternative evaluation and this is when a consumer assesses the value of a product. The fourth stage is when a consumer decides to make the final procure decision and what the purchase value would be. The last stage called the postpurchase expression is when a consumer decides what the value in the consumption or use of a product would be if they indulged in the product and made the purchase, according to Kerin, Hartley & Rudelius. 2011). These are all stage in which a consumer finds themselves in when they decide to make that purchase. It is these actions that they impart take in acquire and using products and services. Out of the four factors influencing emptor fashion cultural, social, personalised and psychological I decided that for the Hersheys sugarcoat it would be personal and social. The reason I say this is because umber is a personal preference. It is what a person sees in the product that gets their maintenance and makes them want to buy that item.The social verbalism of the Hersheys backdy shut off is alike this behavior because income level and consumption habits are major parts to the social class. non to mention the price is dirt cheap replete for them to indulge in a hot hot deep brown sweeten bar. In todays market there is a need for healthier products in whi ch Hersheys has come through on. They have quit a fewer healthy products that better their chances of the consumer buying not only for themselves but also the family as well. For Hersheys they use all distinct ads to appeal to all types of generations. For representative at Christmas they omit up stakes run ads that design parents and children.The parents because they are the ones that depart purchase the items and the children are the ones that pull up stakes say what they like the scoop and that provide be ground on what ad they feel caught their spirit and make them want to have that instead of a different item. Also Halloween, Easter, Valentines and the summer time, (such as parades) are all hot times for marketers to really step up to the plateful and out beat the enemys for the consumers to want to buy their products because the volume in elicitdy gross gross sales at this time are super high. According to Almond, S. (2009) he eels that with the economy in a slump this is when consumers depart buy more java than any other time because apparently there is aught more soothing to a financially insecure than a glaze bar because it is cheap and a quick fix when a person is hungry. Statics have set that in recent eras of depression the economic turmoil the consumers crave is the luxury of cheap sweets. Marketers and company officials envision that it is not al shipway possible to charm everyone all the time in the similar way. Further different sort outs or market segments require different dealinghips.This is to say that succession some shoppers pass on be delighted with coupons or cope type promotions others would prefer free exaltation or discounts for bulk purchases. In an effort to please both groups different approaches are utilize to present products, in ways and places that appeal to each group. With this in mind marketers zero in on customers in exceptional groups with the intention of presenting products and service in a way that scoop suits the particular group. This practice is known as market divider according to Kerin, Hartley & Rudelius, (2011).Additionally few companies have the capacity or entrust to provide truly exceptional products and service to everyone on every occasion. The process of air division enables marketers and companies to pin tailor consumers needs or desires. Segmentation does not necessarily get rid of some consumers rather it enables the marketer to fade them in a different way according to Kerin, Hartley & Rudelius, (2011). Segmentation bases that may be returnsable for Hersheys chocolate forbid are geographic, demographic, and psychographic. geographic factors leave alone be most relevant in the international markets and the business markets.In general Geographics are not relevant to the sales of Hersheys chocolate bars. buy fodder of course in the cities where the Hershey Company functions manufacturing plants. Demographics pass on have relevance based on who is doing the shopping, and how tight the budget is. Psychographics may raise the most profitable choice for market naval division in the case of Hersheys chocolate bars, according to the Hersheys Companys website. Also some lifestyles and personalities have an aversion to consuming chocolate the marketers efforts are better used elsewhere.Additionally because some lifestyles and personalitys include pleasure in the unreserved things segmentation by psychographics digest fall in these both groups according to Kerin, Hartley & Rudelius, (2011). Consumer buying behavior begins with how a product is marketed. Marketing includes the product itself, the price of the product, the products availability, and how and where the product is offered according to Kerin, Hartley & Rudelius, (2011). If a consumer feels that a product is too expensive or heavy to find many consumers get out turn elsewhere for comparative products.Additionally if a consumer is not frantic by the appearance of the product, or cheering with the way it is presented these consumers are likely to bet for alternatives. Other factors that affect buying behavior are the social and cultural environment that consumers live and work in, along with the consumers personal and psychological feelings. severally causationisation costumier is an individual, however buyers are members of groups and these groups affect buying decisions, sometimes subtly sometimes not. Further each individual is likely a member of several groups.Groups include family, friends, neighborhoods, apparitional affiliations, and others including nationalities according to Kerin, Hartley & Rudelius, (2011). moreover how the market appeals to these groups is paramount in some buying decisions. If a group places importance on a specific product the group members are apt to purchase that product or something similar at some point. The final purchase comes about due to a number of reasons. First the rec urrent picture to it enforces a need for it, and whence it becomes clear that the product is superior because everyone likes it and keeps using it.Finally the consumer decides they are able to afford it based on the fact that other members in the group were able to buy it. Furthermore there are consumers who lead buy the Hershey bar regardless of the price skilful because they are loyal consumers of Hershey products. Then there are consumers who will buy the chocolate bar that costs less or the chocolate bar that graduation exercise catches their attention. The well-advised marketer understands that no one factor effects buying decisions all the time, but several factors work unitedly inside the consumer to create final buying decisions. line of merchandise to business marketing. Geographically speaking the Hershey Company will cigarette their marketing dodge to business owners who operate or supply concessions or vending machines, along with grocery stores, and unlike ret ailers who sell snack foods. Local Business owners. These business owners will likely purchase the products in large quantities and with some regularity. contrasted Markets. In foreign markets this approach eliminates the need to reach individual consumers and allows the local retailers to market the Hershey bar in ways they know will reach their customers.Demographics. When thinking in terms of demographics the stain market for Hersheys Chocolate bars might be parents who are of average income, and have one or more children. Age. 25 45. This keister market will be profitable if the marketer remembers to market to the parent while embracing the family as a unit. Gender. Males and females are likely to be the main shoppers in many households these shoppers are the stigma market in this segment. Income. $25,000+ per year.Hersheys chocolate bars are a dodge item and something of a luxury, persons with incomes lower than $25,000 per year are not likely to be regular consumers of luxury food products. Psychographics. Psychographic market segmentation will provide a tail market of fun loving, happy volume who embody a sense of en felicitying every moment of life. Subscribe to Family Circle powder store and the Disney bring This market segment has the potential to produce a growing population of loyal Hersheys customers. Frequent delight parks, county fairs, and childrens sports activities.This group will purchase Hersheys chocolate for the pure joy of it, and will most likely install Hersheys chocolate to their friends and family. According to the draw near smart Strategy, (2006), reports on the corporate scheme being employed by nose Corp. The company is planning to reorganize so that its wide product range can adapt to dynamic emerging markets. The company is aware on the need to fine-tune their business strategy despite 20. 7% rise in net winnings in 2005. Nestle is re pose its products towards provisions, health and wellness.The company also plans to clear a new facility in brazil to manufacture goods for low-income populations. The mar Corporation positioning in the market consists of being the first confectionery company in the US to voluntarily implement Guideline perfunctory Amount (GDA) nutrition labeling on all of its chocolate, non-chocolate confectionery and other food products. wholly packages will be redesigned to feature new graphics on the front and back of packages, which contain consumer-friendly, clear and easy to understand nutrition information that will help consumers make informed choices at the point of purchase.This announcement is part of a ball- underframed initiative deflower is undertaking around the world. Our redesigned labels are the latest physical exercises of Mars commitment to health and nutrition. By providing clear, concise and understandable information to consumers about whats inside all of our products, we will help them to make informed decisions about the foods they eat, ac cording to Bob Gamgort, president of Mars North America, (2008) We make every effort to go beyond what is expected of a orbiculate food company. The product that the Hershey Company has competitive payoff over Mars and Nestle is the fact that they target the sometime(a) generation with littler bit size candies. The reasoning for this is because they are targeted them with the knowledge that smaller is healthier and less calories because the pieces are bit size. Not to mention an adult will consume less because they are more conscious of what they are pose in their mouths than say children and younger adults will. other advantage that the Hersheys Company has over other competitors is it is now targeting consumers that want a snack that is a 100 Calorie obviate and healthy.Hersheys has come out with assumely those kinds of items such as York Peppermint, Wafer Bars, Reeses Peanut butter Wafer Bars, Hersheys Pretzel Bars, Hersheys Special Dark Chocolate Bars, Hersheys perverted Wafer Bars, Hersheys Whipped Vanilla Bars, which is more than any of the competitors have out in this category, according to the Hersheys Company website. The Hershey Company will build their value advise on product and image. The Hershey Company uses a value proposition of more for the same as utter by Kerin, Hartley Rudelius, (2011).To familys who want time together and a render of the good life Hersheys Chocolate will evoke the sweetest memories and help create new ones. Product/Service Overview and Strategies to Consider This content comes from the Unit 3 Discussion Board. Be sure to include the required citations and add the sources to the reference list. If your instructor suggested updates in the week 3 grading, those should be made with this submission. The Hersheys Chocolate bar is classified as a gadget product. Products classified as gadget products are generally inexpensive and easy to find.In order to market convenience products success in full marketers must ens ure that prices remain low or equivalent to competitors prices. Additionally the products must be of consistent quality and packaged attractively. This author preferred the older type case with the chocolate wrapped in bollix up and slipped in to a paper sleeve. barely it is clear there is a need for secure wrapping with one fully sealed package. This new case seems difficult to open without damaging the perfect shape of the chocolate bar but it cannot be tampered with as easily as it could have been with the previous wrapping.This is evidence that the Hershey Company is remunerative attention to what consumers need even when convenience must be secondary in order to ensure product safety. When marketing the Hersheys chocolate bar some important factors in addition to packaging are how to promote the Hershey brand, labels that identify Hershey products, where Hershey products will be sold, and how Hersheys products will be displayed in retail locations. For example with conveni ence foods the items at eye level or within easy reach are more likely to be purchased than the same type of item on a high shelf or a low shelf.This transparent placement can make a large disparity in total sales over a period of time. The marketing strategies in use with the Hershey chocolate bar are to offer more for the same. This can be accomplished with a combination of great tasting chocolate at a reasonable price, prominent placement on store shelves, and providing clear indications that our products are Hersheys products. Everyone knows that a Hershey bar is a Hersheys product but how many people know who produces snickers or MMs? Pricing Strategy This content comes from the Unit 4 Discussion Board.Be sure to include the required citations and add the sources to the reference list. If your instructor suggested updates in the week 4 grading, those should be made with the Unit 5 Individual Project submission. When pricing Hersheys chocolate bars marketers must consider seve ral factors. Consumers previsions of the chocolate can machinately affect the price. For example Hersheys promises a bit of ecstasy with each bite. On the other hand Godiva chocolates appear to be a cut above the average chocolate bar, and because of this expectation for something special Godiva chocolates sell at higher(prenominal) price. Another factor to consider is the unfeigned cost to produce the chocolate bar. The price should cover the cost of production, overhead, and diffusion and silence allow for a viable profit margin. Also important when determining a price is the competition. It is important to know what equal products such as nestles crunch or MMs are selling for. This knowledge allows Hershey to offer their candy at the highest price the target market will pay, according to Kerin, Hartley Rudelius. (2011).The pricing mode I would use for the Hersheys chocolate bar is cost based pricing with a target profit scale. While this method does not take into method of accounting consumer demand or value assessments, according to Kerin, Hartley Rudelius. (2011). In the case of chocolate bars it seems the crush choice. In general people who want a chocolate bar expect only fresh candy that tastes great, no more and no less. thusly the products value is in the taste and freshness, and this can be delivered by following a fixed schedule, which works well with a target profit approach.Further Product mix Pricing with an emphasis on Product Line Pricing will allow the candy maker to offer a variety of products in an array of sizes, according to Kerin, Hartley Rudelius. (2011). For example the Hershey bar comes in at least(prenominal) three sizes and is available with or without nuts. This variety can meet the needs of those who wish to share and those who do not while allowing for price differences to offset packaging and handling requirements. dispersion passageways This content comes from the Unit 3 Individual Project. Be sure to include t he required citations and add the sources to the reference list.If your instructor suggested updates in the week 3 grading, those should be made with this submission. Overview of diffusion Channels Direct dispersion is a model used by organizations to move products from production to buyer without the use of sellrs and retailers, according to BusinessDictionary. com. By eliminating the number of parties involved in the dispersal process, significant savings can be realized. An organization using read diffusion must sell and plow that product using their warehouses and sales staff.In mold dispersion is a kitchen range of intermediaries through which a product moves in order to be made available for purchase by a consumer, according to BusinessDictionary. com. An indirect stemma of distribution typically involves a product passing through additional stairs as it moves from the manufacturing business via distributors to wholesalers and then retail stores according to Busines s Directory. com. Overview of Channel Organizations A conventional distribution parentage is in general organized and each enthrall considers itself separate from the others.This type of distribution business is not strong and it is unlikely to produce the best value for the consumer, according to Kerin, Hartley Rudelius, (2011). A erect marketing system or VMS is a much(prenominal) stronger distribution system. A VMS includes at least one product manufacturer (or service provider), and a retail or wholesale outlet. The VMS generally has a drawing card and the separate bring work together with each channel supporting the other and forming a unit, according to Kerin, Hartley Rudelius, (2011). A plane marketing system occurs when two or more companies of equal strength eschew together to create a new creation.This new unit may be experimental or long term and may include competitors or other members of a chain of distribution. By connector together these companies are abl e to provide goods or services in a better way for both the consumer and the companies, according to Kerin, Hartley Rudelius, (2011). Multichannel marketing systems are be orgasm more earthy, and seem to be the best way to market many products or services. Multichannel marketing systems include more than one chain of distribution, and provide many different ways for consumers to acquire the product or service, according to Kerin, Hartley Rudelius, (2011).Analyze Target Markets ineluctably in Distribution Channels The analyses of the target markets needs for the Hershey Company in the distribution impart would be in nontraditional classes of trade, such as drug stores, convenience stores, wholesale clubs and dollar mark stores, as well as in channels such as vending, food service and concessions. The target market channels would also be found in retailers, such as convenience stores, Wal-Marts, Targets, and grocery stores according to West, David, (2008).The target market in rega rds to the customers would be the chocolate lovers such as teens, children, females, and males, with the female population the highest. New target marketers would be the individuals looking for a low calorie snack with the chocolate taste they crave. Determine Channel Members with Explanation The channel members I would use for the Hersheys Company marketing system would be wholesaler and a retailer. Adding three wholesalers is the most common for low-cost, low unit value items that are frequently purchased by consumers, such as candy, confectionary items, and cartridge clips.Hersheys sells its line of chocolate candy to wholesalers in case quantities, who then turn over down (sort) the cases so that individual retailers can order in boxes or much smaller quantities, according to Kerin, Hartley Rudelius, (2011). The intensive distribution would be the most beneficial channel for the Hersheys Company because it is the most used one for products that need to go out to as many outle ts as possible. The mark is to place its products within an arms reach of desire. Discuss How Many Channel Members with ExplanationThere are three target market reporting channels that a company can choose to go through for the best target market reportage. The three target markets consist of Intensive Distribution which means a company tries to place its products in as many stores as it possibly can like candy, spry food, newspapers and round the bend drinks. The second coverage of the target market coverage is called exclusive distribution which is just the opposite of intensive distribution because instead of several outlets this one only goes through one retailer in a geographical area to carry a companys product.This type is usually reserved for specialty products like womens fragrances, men and womens fit and accessories. The last coverage of the target market coverage is called selective distribution. This coverage is for firms who want to only have a select few retaile rs to carry its products in a geographical area, according to Kerin, Hartley Rudelius, (2011). An example of this coverage would be computer companies like dingle who sells a limited range of its products to companies like Wal-Mart, Best Buy and Staples.The best coverage that was chosen for The Hersheys Company would be the first coverage which was the Intensive distribution because Hersheys want their products to be over as to compete with the other candy companies. They want their consumers to have it available at arm reach. Every corner, every store, and every outlet they can sell their product. Another requirement to consider in a channel choice is gaining access to channels and intermediaries that satisfy at least some of the interest that buyers might want fulfil when they purchase a companys product.There are four broad categories which consist of information, convenience, variety, and pre- or postsale service. Out of these four I would recommend the convenience when sat isfying buyer requirements because this has multiple meanings for buyers. Such as the operate time to a store which is open 24 hours a day 7 days a week to follow through their cravings not to mention the companys benefit by gaining display space. Channel Organization So after everything that we have learned about with channel organizations the best channel organization that I would recommend would be the vertical marketing system or VMS.The reason I chose this channel organization for the Hersheys Company is because it is a much stronger distribution system. It includes at least one product manufacturer (or service provider), and a retail or wholesale outlet. The VMS generally has a leader and the separate channels which work together with each channel supporting the other and forming a unit, according to Kerin, Hartley Rudelius, (2011). Integrated Marketing communication theory enter the pattern and nurture the resources DO NOT use the exact wrangle be sure to indent the fi rst line of the paragraph. utilize direct quotes does not prove your dictation of the subject. Marketers need to remain aware of all communication that is connect to their product. Each piece of publicity or media exposure should combine with the others to enhance the overall product message. The integrated marketing communications or IMC sets the tone for how the product is perceived and received by the consumer. It is imperative that the message is consistent and in line with the products promised value (Armstrong Kotler, 2009). advancement Mix StrategyIntroduce the concept and cite the resources DO NOT use the exact words be sure to indent the first line of the paragraph. Using direct quotes does not press out your mastery of the subject. This author would suggest that the Hershey Company use both a push strategy and a pull strategy with each to be used according to the market segment best serviced by the specific strategy. This is to say that when selling to business and v endors a pull strategy would be most effective. This would allow the sales force to build and maintain official relationships with large scale buyers (Armstrong Kotler, 2009).On the other hand the Hershey Company would benefit with the use of a push strategy when marketing to individual consumers. This technique will allow the Hershey Company to take full advantage of their monumental announce budget, and the consumers will create a demand for the chocolate bar (Armstrong Kotler, 2009). centre Strategy Introduce the concept and cite the resources DO NOT use the exact words be sure to indent the first line of the paragraph. Using direct quotes does not show your mastery of the subject.The Hershey Company is well served with their simple message, Hersheys will bring a little bit of rapture into every day. This message is simple yet consistent in all of the Hersheys advertising, and is revealed in many ways which generally include friends or family and evermore good times. Hers heys takes a soft approach when sending this message and the consumer is made to feel content with the simple pleasure of a little bit of happiness. promotion Tool 1 Introduce the concept and cite the resources DO NOT use the exact words be sure to indent the first line of the paragraph.Using direct quotes does not show your mastery of the subject. progression Tool 1 Advertising The Hershey chocolate bar will be promoted via advertising. This advertising will consists of TV commercials on the Disney channel, liveliness and the three major networks. Also magazine ads will be placed in Family Circle and Better Homes and Gardens. These areas for advertisement have been selected based on the psychographic data related to the target market. Hersheys message of putting a little bit of happiness in every day will be related by the cosmic smiles and pleasant atmosphere depicted in the photos and commercials.Further the intent of these advertising tools is to remind consumers (Armstrong Kotler, 2009) that the Hershey bar is still the consumers favorite chocolate bar. progression Tool 2 Introduce the concept and cite the resources DO NOT use the exact words be sure to indent the first line of the paragraph. Using direct quotes does not show your mastery of the subject. Direct marketing via the internet will be used to promote Hershey products. On the Hershey websites consumers can purchase custom chocolate bars in orders large or small.Consumers can also send custom gifts for special occasions which are sure to bring a little bit of happiness to any recipient. The excitement of large or receiving chocolate that has been selected and packaged for soul special is what will keep customers coming back to the website, and encourage new customers to purchase that something special. Promotion Tool 3 Introduce the concept and cite the resources DO NOT use the exact words be sure to indent the first line of the paragraph. Using direct quotes does not show your mastery of the subject.Due to positive public relations the Hershey Company has enjoyed over 100 eld of success (Company compose, 2003). With todays technology and the ability to exchange information rapidly, positive public relations are a necessity. The Hershey Company will continue to operate in a way that enhances communities and leaves a positive impact on places relevant to chocolate production (The Hershey Company, n. d. ). The Hershey company will maintain a website that allows consumers to explore all the ways in which the Hershey company enhances the lives of employees and consumers alike (West, n. d. ). ConclusionAdd some concluding remarks-can be a sentence or two. As you can see marketing the Hersheys chocolate bar is not a simple task. However with careful planning and continue efforts to understand consumers desires the Hershey Chocolate bar will enjoy continued success. References direct distribution. BusinessDictionary. com. Retrieved April 06, 2012, from BusinessDictionary . com website http//www. businessdictionary. com/definition/direct-distribution. html indirect channel of distribution. BusinessDictionary. com. Retrieved April 06, 2012, from BusinessDictionary. com website http//www. businessdictionary. om/definition/indirect-channel-of-distribution. html Kerin, Hartley Rudelius. (2011). Marketing Tenth Edition. The McGraw-Hill Companies, Inc. ISBN 978-0-39-013641-1. New York, NY. Retrieved on April 6, 2012 from https//mycampus. aiu- online. com/pages/ of importFrame. aspx? ContentFrame=/Academics /Pages/ Orientation. aspx West, David. (2008). The Hershey Company Business modify Call Transcript. Retrieved on April 8, 2012 from http//seekingalpha. com/article/82178-the-hershey-company-business- update-call-transcript Kerin, Hartley Rudelius. (2011). Marketing Tenth Edition. The McGraw-Hill Companies, Inc.ISBN 978-0-39-013641-1. New York, NY. Retrieved on April 6, 2012 from https//mycampus. aiu- online. com/pages/MainFrame. aspx? ContentFrame=/Ac ademics /Pages/ Orientation. aspx The Hershey Company. (2011). Hershey Announces third gear Quarter Results Updates Outlook for 201. HERSHEY, Pa. , Oct 27, 2011 (BUSINESS WIRE) The Hershey Company (NYSE HSY)http//www. thehersheycompany. com/newsroom/news- release. aspx? id=1622319 Kerin, Hartley & Rudelius. (2011). Marketing Tenth Edition. The McGraw-Hill Companies, Inc. ISBN 978-0-39-013641-1. New York, NY retrieved on frame in 21, 2012 from https//mycampus. aiu- online. om/pages/MainFrame. aspx? ContentFrame=/Academics /Pages/ Orientation. aspx Company Profile (2003). The Hershey Company. Retrieved contact 25, 2012 from http//www. thehersheycompany. com/about/profile. asp Kerin, Hartley & Rudelius. (2011). Marketing Tenth Edition. The McGraw-Hill Companies, Inc. ISBN 978-0-39-013641-1. New York, NY retrieved on show 21, 2012 from https//mycampus. aiu- online. com/pages/MainFrame. aspx? ContentFrame=/Academics /Pages/ Orientation. aspx The Hershey Company (n. d. ). enviro nmentally sustainable coca farming. Retrieved on skirt 25, 2012, from http//www. thehersheycompany. om/social-esponsibility/introduction. asp West, D. J. (n. d. ). corporeal Social Responsibility. Retrieved manifest 25, 2012 from http//www. thehersheycompany. com/social-responsibility/introduction. asp The Hershey Company (n. d. ). Nutrition & Wellness. Retrieved on March 25, 2012 from http//www. thehersheycompany. com/nutrition-and-wellness. aspx Gamgort, Bob, (2008). Mars first confectionery company to launch front of pack nutrition labeling globally. Mars Press Center. Retrieved on April 1, 2012 from http//www. mars. com/global/press- center/press-list/news- releases. aspx? SiteId =94&Id=1473 Kerin, Hartley & Rudelius. 2011). Marketing Tenth Edition. Chapter 9 Market Segmentation, Targeting, and Positioning. The McGraw-Hill Companies, Inc. ISBN 978-0-39-013641-1. New York, NY retrieved on March 31, 2012 from https//mycampus. aiu-online. com/ pages/MainFrame. aspx? Co ntentFrame=/Academics/Pages/Orientation. aspx Nestles new strategy. (2006). Country Monitor, 14, 30, p. 5, Business Source Premier, EBSCOhost, Retrieved on April 1, 2012 from http//ehis. ebscohost. com. proxy. cecybrary. com/ehost/detail? vid=5&hid=121&sid=d8852264-be1b-4312-b9e5- 2f18af6abc9b%40sessionmgr14&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3ddb=buh ampAN=22043473 The Hershey Company (n. d. ). Nutrition & Wellness. Retrieved on March 25, 2012 from http//www. thehersheycompany. com/nutrition-and-wellness. aspx Almond, S. (2009, May 01). discretion The Candy Man Can. Wall path Journal, pp. W. 13-W. 13. Retrieved on March 31, 2012 from http//search. proquest. com. proxy. cecybrary. com /abicomplete/docprintview/399076809/fultext/135C1E3BE2766F378F5/2? accountid=14 4459 Kerin, Hartley & Rudelius. (2011). Chapter 5 Understanding Consumer Behavior. Marketing Tenth Edition. The McGraw-Hill Companies, Inc. ISBN 978-0-39-013641-1. New York,NY retrieved on March 31, 2012 from https//mycampus. aiu- online. com/ pages/ MainFrame. aspx? ContentFrame=/ Academics/Pages/Orientation. aspx Kerin, Hartley Rudelius. (2011). Marketing Tenth Edition. The McGraw-Hill Companies, Inc. ISBN 978-0-39-013641-1. New York, NY retrieved on March 21, 2012 from https//mycampus. aiu-online. com/pages/MainFrame. aspx? ContentFrame=/Academics/Pages/Orientation. aspx Marketing. (2005). In International Encyclopedia of Hospitality Management. Retrieved on March 21, 2012 from http//www. credoreference. com. proxy. cecybrary. com/ foundation/esthospitality/marketing Marketing. (2003).In The Macmillan Encyclopedia. Retrieved on March 21, 2012 from http//www. credoreference. com. proxy. cecybrary. com/ entrance/move/marketing Milton S. Hershey. The Man. (n. d. ) retrieved on March 21, 2012 from http//www. thehersheycompany. com/about-hershey/our-story/milton. aspx NOTE The reference list starts on a new page after your conclusion. Armstrong, G. , Kotler, P. (2009). Marketing An Intro duction (9th ed. ). Upper turn on River, NJ Prentice Hall. Company Profile (2003). The Hershey Company. Retrieved June 11, 2010 from http//www. thehersheycompany. com/about/profile. asp Discover Hershey (n. . ). Company History. Retrieved June 11, 2010 from http//www. thehersheycompany. com/social-responsibility/introduction. asp Hershey boosts marketing to make up for missteps. BNET. Retrieved June 14, 2010 from http//industry. bnet. com/food/100081/hershey-boosts-marketing-to-make-up-for- missteps/ Hersheys International (n. d. ). Hersheys Retrieved June 11, 2010 from http//www. hersheys. com/international/index. asp? ICID=HER1038 Marketing A Dictionary of Business and Management. Ed. Jonathan Law. Oxford University Press, 2009. Oxford Reference Online. Oxford University Press.Career raising Corporation (Greenspoint). 11 June 2010 http//www. oxfordreference. com/views/ENTRY. html? subview=Main inlet=t18. e 3950 Marketing. (2006). In Collins Dictionary of Economics. Retrieved 11 June 2010 from http//www. credoreference. com/entry/collinsecon/marketing Mitchell, D. (2008, June 17). Mitchell, D. (2008, June 17). Hershey boosts marketing to make up for missteps. BNET Retrieved March 25, 2012 from http//industry. bnet. com/food/100081/hershey-boosts-marketing-to-make-up-for-missteps/ The Hershey Company (n. d. ). Environmentally sustainable coca farming. Retrieved June 14, 2010 from