Marketing Plan 417: Convergent vs Traditional & Expert Networks

This assignment delves into the characteristics and differences between traditional and convergent marketing approaches, highlighting the central role of customers in convergent marketing and its impact on traditional siloed industries. It identifies key technologies and distributed services influencing convergent solutions, examines the effects of marketing convergence on consumers, and explores relevant expert and business networks. Furthermore, the assignment outlines five relevant Acts, regulations, or mandatory codes of practice impacting marketing communication, discusses the role of traditional siloed sectors on client requirements, and presents steps to prepare cross-sector marketing tools and techniques across a convergent industry, exemplified by the pet shop, Panthers. It also details five cross-sector marketing tools and techniques applicable in a convergent industry, emphasizing the importance of people, promotion, price, product, and process in achieving marketing objectives. Desklib provides access to this assignment and many other solved assignments for students.

Assessment Tasks – 417(Marketing Plans)
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Table of Contents
Task-1..........................................................................................................................................................3
Task 2........................................................................................................................................................14
Conclusion.................................................................................................................................................37
References.................................................................................................................................................38
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Task-1
Question 1: What are the characteristics and at least one point of difference between
traditional and convergent approaches to marketing communication? Answer in 150-200
words
Answer 1: Traditional approaches and convergent approaches are two different approaches
which are used by the organizations in carrying out their daily functions. A major difference
between the two approaches is that the convergent approach uses the updated technology and
handles the business operations more efficiently whereas the traditional approach hinders the
progress of the company and reduces the effectiveness in the company’s decision-making also.
Characteristics of convergent approaches to marketing communication are:
 It applies universal procedures and policies.
 Different parts of the business amalgamate.
 The latest technology is used making business more efficient.
 Intercommunication between departments is very good and efficient.
 The processes advance more quickly in this approach.
Characteristics of traditional approaches to marketing communication are:
 Not much effective in companies as technology is less or not used.
 Companies are divided into subsections.
 Different policies and procedures for different sectors.
 Different sections operate independently.
 Work with a different timeline.
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Question 2: How do customers take a central and empowered role in convergent
marketing? Answer in 100-150 words.
Answer 2: In convergent marketing, the customers play a very important central and
empowered role. As the clients have become the important part of the business, it has become
very vital to keep them satisfied. If the customers are satisfied then they work on making more
customers for that company. Therefore, nowadays, the business people pay more attention to the
clients and retaining their clients by giving the best and foremost services. In this competitive
market, it has become very important for the companies to keep themselves updated by means of
technology and also focus on experienced manpower. In the convergent marketing, the
customers help the organization by giving them feedbacks and telling them what services they
expect and what they are getting. With the help of the feedback, the customers help the
organization achieve their objectives.
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Question 3: What is the impact of convergence on the traditional siloed industry? Answer
in 100-150 words.
Answer 3: In an industry, every different sector involved is known as siloed sector such as
marketing, sales, etc. These different sectors act as the brand image for an industry, hence they
can be called as siloed. With the economic crisis globally, a key for industries to run
successfully and profitably is the convergence method of companies (Bremser, et, al., 2017).
The impact of convergence on the traditional siloed industry is that in every siloed industry there
are different traditions followed and mostly they work with their own procedures and different
policies. This pattern makes it difficult for the industry to solve the problems and do the decision
making.
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Question 4: What are the current key technologies and distributed services that impact on
convergent solutions? Answer in 100-150 words.
Answer 4: The convergence means different to different people. The current key technologies
and distributed services that impact on convergent solutions are the security related to the data
and information that are shared with universal procedures and policies. The Panthers that is a pet
shop have to keep the information regarding their products that are the branded cat food items,
supplements, cat branded shampoos, etc., and this information should be secured. It is very
important to know how the siloed sector operates and it becomes clear how they operate and then
the overlap areas can be identified and the requirement of the clients can be worked upon and all
the sectors are interrelated. Therefore in this way, the integration points can be identified easily
and this will help the department people work more efficiently and together improve the
organization’s operations.
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Question 5: Explain in 150-200 words, the impact of marketing convergence on consumers.
Answer 5: The impact of marketing convergence on consumers is very wide. The consumers
are more satisfied with the use of the marketing convergence used by the industries (Hajli, 2014).
Marketing convergence has become famous through social media and therefore consumers are
benefitted as they get all the information at one place and they do not have to roam about to get
the information about any product or a company. With the updated technology being used in the
most industries, the customers are more satisfied with the services. The Panthers offer the brand
cat foods with supplements which are used by the cat breeders to keep these pets in the peak
conditions. With the rise of the online communities and social media, the industries can give
more knowledge about their products to the customers and also let them know about the new
products available (Maduku, 2017). The standardization of convergence is observed with
different product categories and across the market. The device convergence is based on the
preferences of the consumer’s main attributes. Similarly, convergence impact is wide in the food
and alcohol industry. The Panthers work in the standardization of the convergence and also the
food industry is involved in this industry for their pets.
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Question 6: What are two (2) types of experts and business networks appropriate to a
convergent marketing solution? Explain the role of each in 1-2 sentences.
Answer 6: The two types of experts and business networks appropriate to a convergent
marketing solution are technological tools and Internet (Blakeman, 2018).
Technological tools: In this convergence, most of the electronic devices are merged into
smartphones with new features as well as all the old features that the old phones had like the
electronic agendas, video games, MP3 players, GPS, cameras, etc. So with the convergence,
these technological tools amalgamated and have given a single useful and productive product.
With the help of the smartphones the Panthers can upload or click attractive pictures of the cats
and this helps the marketing and it works as a technological tool for them.
Internet: With the increase in the technological tools, the second form of convergence is the
internet. Panthers use internet services as a technological tool for their industry. It has become
quite easy to access the internet at any place or vehicle like aeroplanes, railways, buses, etc.
Also, these transport services provide free Wi-Fi services. With this, the people can contact the
Panthers from anywhere and this has widened the scope of the business.
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Question 7: Explain in 1-2 sentences each, any five (5) relevant Acts, regulations or
mandatory codes of practice impacting the field of marketing communication?
Answer 7: The five relevant Acts of practice that are impacting the field of marketing
communication for the industrialists are as follows:
 Competition and Consumer Act 2010. This Act is a national law of Australia that governs the
dealing with their business competitors and promotes fair and healthy competition, fair trading
and provides protection (Cornelissen and Cornelissen, 2017).
 Broadcasting Services Act, 1992. In this Act, the licenses for commercial television and radio
broadcasting are covered with all the necessary amendments. This Act broadly covers all the
issues related to media ownership and content regulation in Australia.
 Telecommunications Act 1997. In this Act, the telephone services are made accessible on an
equitable basis to all the people in Australia. This Act regulates the participants in the
telecommunication industry to provide best services to the Australian people.
 Corporate Law Economic Reform Program Act 2004. This Act governs the corporate laws in
Australia. CLERP Act intended to show the financial reports and improve confidence in the
corporators of Australia.
 Trade Practices Act 1974. This Act covers the saving of law related to limitations of trade and
breaches of confidence while trading.
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Question 8: Write a short note in 200-250 words, on “the role of traditional siloed sectors
on client requirements”.
Answer 8: The client requirements in the traditional siloed sector is as important and are given
importance as the clients of the convergence sectors are given. The tools of the successful
business are different and should stay relevant. The traditional siloed sectors work and operate
with their own policies which are not governed by single procedures or processes. Different
people are involved in different assigned works. This creates miscommunication among the
different departments of the siloed industry (Kerzner and Kerzner, 2017). The departments work
independently in this traditional siloed sector, therefore, there is not much complication in the
tasks and they are done easily and in less time. The silo business decision makers use varied
sources for decision making and it takes a lot of time in doing that as they have to go out and do
the research themselves and are not linked with other businesses. As this sector works
independently with different policies and processes they lack motivation and work in integrated
fashion. The traditional siloed sectors that are benefitted is the farming sector. The skills and
knowledge of the different people are required in this sector and few techniques can be used in
farming as it depends on the performance criteria of farmers. The organizational silos work with
quality and are very economical.
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Question 9: Write down the steps you will follow to prepare cross-sector marketing tools
and techniques across a convergent industry. Answer in 70-100 words.
Answer 9: Cross-sector marketing tools and techniques that help in evaluating and identifying
the convergent environment for Panthers are listed below (Holliman, et, al., 2017). As said, the
strategies look good on the papers so before applying the steps they need to be written and
planned. To prepare cross-sector marketing techniques and tools across a convergent industry
the steps are as follows:
 Identify the convergent environment.
 Prepare cross-sector marketing tools and techniques.
 The benefit of using tools and techniques in marketing communications.
 To apply the convergent marketing communications.
 Follow up.
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Question 10: Explain in 70-100 words each, any five (5) cross-sector marketing tools and
techniques across a convergent industry.
Answer 10: The cross-sector marketing tools for a convergent industry are as follows:
 People. The foremost marketing tools are people of the Panther. People here are referred as
employees of the company. True marketing orientation tool that is the people also can be
referred to the consumers of the industries. In this case, the customers are the people who buy
the cats from the Panthers. The industries have to fulfil the needs and the demands of their
consumers and customers and this marketing tool has a vital role to play in the industry.
 Promotion. This marketing tool refers to communicating the messages of the products of the
company to the people or customers through the media. Promotion can be done via media or
through salespersons for the Panthers. The media examples are like the Internet, print, radio,
telecommunication, pamphlets, etc. Nowadays, the number of convergent techniques are used
for promotion of the pets like develop competitive advantage via services marketing, technically
managing the pets, etc.
 Price. This part of the marketing tools involves both the nonfinancial and the financial costs of
the products or services of the industry for which an industry works or runs. Prices are very
important for the industries so that they do not run in losses. The nonfinancial prices include the
physical efforts, mental efforts, etc.
 Product. In this case, the products are the cats which are delivered to the customers as pets.
The product as a marketing tool has the core benefits that are related to the consumption,
delivery and acquisition (Wortham-Galvin, et. al., 2017). The product is the final output of the
industry which has gone through different processes and stages. Products, that are cats, when are
ready for the sold, are present in large availability. The product can also be services that they
provide to their customers for many industries like the telecommunication sector, etc.
 Process. This marketing tool refers to the steps involved in creating the service for the
customers that are provided by the service providers. The different steps involved in making a
product until it goes into the hands of the customer is known as the process. The process for
Panthers involves starting from cat breeders till the peak conditions. The process if very
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