Unit VII Case Study
For this assignment read the case study, “Johnson Controls, Inc.,” on page 348 of your textbook. Once you have read and reviewed the case scenario, respond to the following questions with thorough explanations and well-supported rationale.
1. Within the scope of the promotional element of the marketing mix, explain how traditional marketing might be used effectively by Johnson Controls.
2. Describe how Johnson Controls could implement SEO marketing utilizing keywords with Google’s internet search advertising. Include a list of minimally five keywords that you would recommend Johnson Controls use.
3. E-commerce is an important part of the B2B marketing world. Discuss how you would use e-commerce with Johnson Controls.
4. Outline the advertising strategy that Johnson Controls might follow to promote the convenience store controller. What benefits would you emphasize in the body of the ad?
Your response should be a minimum of three pages, doubled-spaced. References should include your textbook plus a minimum of two additional credible reference. All sources used, including the textbook, must be referenced; paraphrased and quoted material must have accompanying citations. All references and citations used must be in APA style.
Course Textbook
Hutt, M.D., & Speh, T.W. (2013). Business marketing management: B2B (11th ed.). Mason, OH: South-Weste
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