1. In your own words, identify three of the greatest challenges to present-day marketing managers. Do NOT refer to the text, or any outside reference.<\/p>\n
2. Provide a real-world example of each of the challenges you identified.<\/p>\n
3. For EACH of the examples you gave, provide a recommended solution (or solutions) to overcoming the challenge.<\/p>\n
Part 2: (1 page answer)<\/p>\n
A home with excellent quality of living space.<\/p>\n
Healthy Happy Homes<\/p>\n
After two decades of real estate investing, Healthy Happy Homes\u2019 owner wanted to combine two personal passions: real estate and living a quality, healthy life. After creating a Healthy Home Checklist to review the environmental quality of the living space (i.e., fabric, floor, cleaning supplies, air quality, area hazards, etc.), Healthy Happy Homes provides consultations with renters, current owners, potential buyers\/ sellers to analyze and improve the quality of the living environment to guide purchasing and\/or renovation decisions.<\/p>\n
In addition to the Healthy Home Checklist, Healthy Happy Homes has generated a content-based educational series on social media and speaking events to inform business and individuals about seeking, developing, and maintaining a quality living environment.<\/p>\n
To complement the mission, Healthy Happy Homes has compiled a database of businesses and contractors that provided checklist-approved quality environmental services such as organic fabric window treatments, clean air floors, organic cleaning supplies, and quality construction materials.<\/p>\n
Mission:<\/p>\n
To empower\/enable the highest quality of living in the purest environment<\/p>\n
Healthy Happy Homes has a mission statement yet is missing the goals that will serve in the development of measurable, achievable objectives for growing its business. Using the sample mission and goals in the example case a model (example on next page), and after reviewing the description of Happy Healthy Homes, write three to five goals with bullet points.<\/p>\n
As you are working on your objectives, consider these guiding questions:<\/p>\n
Mission: Big picture vision<\/p>\n
\u00b7 Does mission describe the overall \u201cwhy\u201d a company exists?<\/p>\n
\u00b7 What unique vision does the Mission Statement describe?<\/p>\n
\u00b7 What core values and principles does the company represent?<\/p>\n
Objectives: Measurable, obtainable outcomes<\/p>\n
\u00b7 How does your company maintain profitability?<\/p>\n
\u00b7 How does your company present customer service?<\/p>\n
\u00b7 What core values define your company\u2019s growth, marketing, and interaction?<\/p>\n
\u00b7 What aspects of managing change and marketing are important to your company?<\/p>\n
\u00b7 What expectations do you have for your company and customer interaction<\/p>\n
Sample Mission and Objectives<\/p>\n
A family standing in front of a house with the woman holding a signboard which reads: ‘Sold’.<\/p>\n
Realty Business Leaders (RBL)<\/p>\n
RBL began in 1996, to provide supportive digital technology solutions for professionals in the real estate industry. They serve agents, brokers, and investors in both residential and commercial applications. They provide online, digital, and print resources and tools for generating leads, supporting individual agents and brokers to successfully grow and manage their businesses. RBL\u2019s cloud -based subscriptions provide total access to marketing and sales software such as websites, customer relationship management (CRM), lead generation, goal tracking, and training materials that support conversion of prospects into clients.<\/p>\n
Mission:<\/p>\n
To empower real estate industry professionals in exceeding property buyers\u2019 and sellers\u2019 expectations through innovative, accessible technology<\/p>\n
Sample Goals:<\/p>\n
Goal 1: Provide exceptional, best practice, innovative lead generation tools<\/p>\n
a. Provide exclusive qualified lead generation<\/p>\n
b. Generate real-time analytics to provide intuitive activity and insights<\/p>\n
c. Provide leads that are compatible with CRM<\/p>\n
Goal 2: Provide individual agent tools<\/p>\n
a. Provide agents with industry best customer relationship management platform<\/p>\n
b. Grant access to agent-run website with tools to maximize the transaction process<\/p>\n
c. Enable access to best practices education and training to support continued professional growth<\/p>\n
Goal 3: Support brokers with beyond market standard tools<\/p>\n
a. Sustain a state-of-the-art CRM system to enable maximum efficiency for broker\u2019s team<\/p>\n
b. Provide robust lead routing to support broker\u2019s team success<\/p>\n
c. Create enhanced branding materials that enable broker\u2019s team to demonstrate true professionalism<\/p>\n
d. Deliver the most innovative tools and education that meet the needs of the changing real estate industry<\/p>\n
Mission<\/p>\n
The mission is an essential piece of every business. It articulates an organization\u2019s purpose, or reason for existence and generally discusses what the organization hopes to become (i.e. its strategic vision). A strong mission statement becomes the foundation for decisions and core values and a compass of sorts for leading the business in the right directions. It is a tool for guiding the customer service and staff expectations as well. When a business is starting out or going through change, defining a mission statement is a critical step.<\/p>\n
A company\u2019s mission statement and goals should feel symbiotic. The mission is broad and needs goals to direct achievement; while the goals have limited value without the vision captured within the mission. The mission statement may also serve as a guide for whom the business serves and how it serves them.<\/p>\n
Goal<\/p>\n
To monitor and evaluate a mission statement, it is essential to incorporate goals. These goals outline the connection between the mission and the operational aspects of the business. The outcome of the goals will help tdrive the development of objectives that can be used to precisely<\/p>\n
1. Describe three of the most pressing difficulties facing today’s marketing executives in your own words. DO NOT USE THE TEXT OR ANY OTHER SOURCE OF INFORMATION.<\/p>\n
2. Give an example of each of the issues you found in the actual world.<\/p>\n
3. Provide a recommended solution (or solutions) to solving the difficulty for EACH of the examples you presented.<\/p>\n
Part Two: (1 page answer)<\/p>\n
A house with a high standard of living space.<\/p>\n
Homes that are healthy and happy<\/p>\n
Healthy Happy Homes’ owner decided to merge two personal passions: real estate and living a quality, healthy life, after two decades of real estate investing. Healthy Happy Homes provides a Healthy Home Checklist to review the environmental quality of the living space (i.e., fabric, floor, cleaning supplies, air quality, area hazards, and so on) after creating a Healthy Home Checklist to review the environmental quality of the living space (i.e., fabric, floor, cleaning supplies, air quality, area hazards, and so on).
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