BSB42415 Certificate IV Marketing & Communication: Response Offers

This assignment solution focuses on designing direct response offers within the context of a Certificate IV in Marketing and Communication (BSB42415). It covers various aspects of marketing, including product focus, pricing strategies (considering both internal and external factors), demand and supply dynamics, and penetration pricing. The solution also addresses payment term options, on-time delivery methods, and customer service strategies such as setting up customer care desks and providing 24/7 helplines. Furthermore, it emphasizes maintaining a positive attitude, exceptional communication, and sharing knowledge with customers to foster strong client relationships. The assignment also explores integrity-oriented operational policies and methods for gathering customer feedback to improve service and campaign effectiveness. The student-provided document is available on Desklib, a platform offering a range of AI-based study tools and resources.

Running Head: Certificate IV in Marketing and Communication
Certificate IV in Marketing and Communication
Institution
Name
Date
1

Certificate IV in Marketing and Communication
Part A
Question One
Product –focus is an approach to businesses meant to define operations, strategy, and metrics in
terms of commodities (Bejou & Gopalkrishnan, 2014). The focus of the product in assessment 1
was the strategy and metrics of presenting products in the market for the customers with an aim
of ensuring successful conversion of sales. For instance, the product description should be given
clearly. Product diversification could also be adopted by businesses.
Question Two
One of the internal factors that would influence the pricing strategy is the cost involved in
producing the product (Rudani, 2010). The cost comprises fixed and variable costs. Therefore,
the impact depends on the total cost incurred since both costs must be recovered through pricing.
For instance, if the total production cost is high, consequently, the price would be set high to
recover both the fixed and variable costs.
On the other hand, an external factor would be the consumers. The consumer aspects considered
include the purchasing power and price sensitivity of the consumer among other factors
(Gbadamosi, Bathgate, & Nwankwo, 2013). Therefore, it means that for consumers with high
purchasing power, the prices could be set high and vice versa.
Question Three
I would use the demand and supply interactions existing in the market to determine the price of
my product. For example, if the demand for the product is high and the supply is low, I would set
2

Certificate IV in Marketing and Communication
the price high and vice versa (Moon, 2018). I would also use the recommended retail price
through a mutual agreement with other key players in the market for the particular product.
Question Four
I would adopt the penetration pricing strategy. It requires a business to set a relatively low price
in order to boost sales, especially when launching a new product in the market. It is more likely
that customers would be attracted by the low prices because they will be able to spend less
amount of money to buy more units of products (II, 2011). It ensures the growth of business and
a quick increase of market share.
Question Five
The payment term options I would provide to my customers include cash payment, phone, and
mobile payments and debit card payments. This reason for choosing these payment options is
because they are fast and reliable. They are also more convenient for the majority of the
customers. It also ensures the survival of the business because there would be no sales on credit
which sometimes affect businesses negatively owing to defaulted payments.
Question Six
I would use several methods for ensuring on-time delivery to my customers. The first one is
setting the customer’s expectations realistically during the ordering phase by being honest with
him/ her. Secondly, tracking the package for the customer as soon as it is ordered (Mann &
Roberts, 2013). Thirdly, timing the delivery by checking on the time it would take for the
commodity to reach the customer. Lastly, reporting the process form purchase to the moment the
item is in the hands of the customer.
3

Certificate IV in Marketing and Communication
Question Seven
a) Setting up a customer care desk at the pick-up points- it would allow the customers to
inspect their goods immediately after picking them. In case they discover a problem with
it or dissatisfied, they would be assisted promptly.
b) Providing a helpline or customer care email address available 24/7- the handling team
should be on standby every time during business hours.
Question Eight
a) The business could keep them posted through emails and text messages directly to the
customers.
b) The business could create login portals for its customers where all information about
purchases will be posted on a timely basis.
Part B
Question One
a) Maintaining a positive attitude- it creates an attractive personality trait that helps to
connect with customers effectively.
b) Focusing on exceptional communication- efficient and timely communication promotes
rapport with clients.
c) Sharing knowledge with customers- it helps the clients understand the expertise and roles
of the staff members. It helps build confidence and trust for the customers.
4

Certificate IV in Marketing and Communication
Question Two
By adopting integrity oriented operational policies for the customers. For instance, being keen on
response time, promoting respect for customers and equality.
Question Three
The staff could intimately know the customers hence being able to directly learn from clients
through processes like measurable groups, focus groups or behavior analytics. Designing
platform-specific campaigns can help to objectively develop the response offers. It could be
achieved through induction for the staff on handling customer feedback.
5

Certificate IV in Marketing and Communication
References
Bejou, D., & Gopalkrishnan, R. (2014). Capturing Customer Equity: Moving from Products to Customers.
Routledge.
Gbadamosi, A., Bathgate, I., & Nwankwo, S. (2013). Principles of Marketing : a Value-Based Approach.
Basingstoke: Palgrave Macmillan.
II, W. N. (2011). The New Competitive Strategy: The Ultimate Business Strategy That Gets Superior
Results and Builds Business Empires. Xlibris Corporation.
Mann, R. A., & Roberts, B. S. (2013). Essentials of business law and the legal environment. Mason, OH :
South-Western Cengage Learning.
Moon, M. A. (2018). Demand and supply integration : the key to world-class demand forecasting. Boston
: Walter de Gruyter Inc.
Rudani, R. B. (2010). Basics of marketing management. S Chand & Co Ltd.
6