Marketing Management

Running head: MARKETING MANAGEMENT
Marketing Management
Name of the Student:
Name of the University:
Author’s Note:

1MARKETING MANAGEMENT
Chapter 7: Digital marketing and social networking
Question: Companies increasingly build their brand equity and gain market share with
their digital marketing strategies. Visit the Kate Spade website
(http://www.katespade.com). How does Kate Spade use its website to interact with
customers?
Digital marketing strategies and its effective usage by Kate Spade
The concept of brand equality has become important in the present times and it is seen
that the various organizations are taking the help of this concept to have a larger share within
the market (Tiago & Veríssimo, 2014). In this regard, the digital marketing strategies that a
particular organization uses play a significant role in developing the brand equity of the
concerned organization. Kate Spade takes the help of the diverse kinds of effective digital
marketing strategies for the process of enhancing the prospects of her fashion organization
(Katespade.com, 2018). Furthermore, it is seen that the website of the organization has
various fan pages wherein the customers can post any queries or doubts that they have and it
would be resolved through the brand manager or the other executive officers of the
organization (Katespade.com, 2018). In addition to these, the various fan pages provide
valuable information about the company and thereby help in the development of the brand
equity of the organization. It is pertinent to note that the effective use of these strategies have
enabled the organization to gain a significant amount of success in the recent times.
References
Kate Spade New York – Handbags, Clothing, Jewelry and All Your New Favorites!. (2018).
katespade.com [online] Retrieved from https://www.katespade.com/

2MARKETING MANAGEMENT
Tiago, M. T. P. M. B., & Veríssimo, J. M. C. (2014). Digital marketing and social media:
Why bother?. Business Horizons, 57(6), 703-708. Retrieved from
https://www.sciencedirect.com/science/article/pii/S0007681314000949
Chapter 5 – Consumer and business behavior
Question: Give an example when a company intentionally triggers recognition of a
particular need through its promotional campaign.
Nike and Fuelbands
In the present business world, one of the most commonly noticed trends is the fact
that the various business enterprises often take the help of diverse kinds of marketing as well
as promotional campaigns. These are being used with the objective of effectively promoting
the products or the services offered by them and also to create a need for the products or the
services offered by them. A typical example of a business enterprise which took the help of
promotional as well as marketing campaigns to create a new for the products or the services
offered by them was Nike. The company Nike made the most effective usage of this
particular process for the Fuelbands offered by them. For example, it was seen that the
company took the help of various kinds of promotional as well as marketing campaigns
wherein they emphasized the benefits that the customers can derive by staying fit and also the
manner in which they can do it (Nike.com, 2018). The Fuelbands, which the company Nike
offered, enabled the customers to measure the total physical activity that they have performed
in a single day and also to compare it with others (Nike.com, 2018). Thus, it can be said that
the concerned company by first creating the need for fitness and then providing a product
which can help the customers to measure their level of physical fitness was not only able to
create a need among the customers for the products that they offered but also ensure the
success of their product.