Is Grubhub Providing Turnitin Reports?

Productservice Isgrubhub Provide Turnitin Reportquestions 1-5mmip

(Product/service is: GrubHub ) -provide Turnitin report Questions 1-5 MMIP - Promotion and Social Responsibility—Chapters 19–23 Q1. Discuss the integrated marketing communication (IMC) mix components used to promote the product (Grubhub). (Ch. 19) Q2. Discuss the firm’s advertising objective and its advertising media mix (broadcast, print, electronic)(Grubhub). (Ch. 20) Q3. Discuss the Internet marketing possibilities and use of social media in the marketing of the product/service(Grubhub). (Ch. 21) Q4. Explain the role of personal selling in the marketing of the product/service. How are sales representatives selected, trained and evaluated(Grubhub)? Ch. 22) Q5. Explain the firm’s(Grubhub) efforts at social responsibility, and how it could be more socially responsible. (Ch. 23) Textbook: Kotler, P. T., & Keller, K. L. (2016). Marketing management (Custom 15th ed.). Upper Saddle River, NJ: Pearson, Inc. ISBN:. Requirements: Each project installment must include a title page that has the name of the project topic and the specific questions being addressed, be at least 600 words (12-point Times New Roman font, double spaced), and include a separate references page. All content must show direct application to the topic and exclude definitions of terms and general explanations of generic marketing topics. -Atleast 1 biblical verse.

Paper For Above instruction

Introduction

The rise of digital technology has transformed marketing strategies, especially within the food delivery industry exemplified by companies like Grubhub. This paper explores key marketing concepts such as the integrated marketing communication (IMC) mix, advertising objectives, internet marketing and social media strategies, personal selling, and corporate social responsibility (CSR), all within the context of Grubhub. By analyzing these components, we can understand how Grubhub effectively promotes its services and the potential for enhanced social responsibility. This analysis draws upon Kotler and Keller’s principles from "Marketing Management," focusing on the practical application of marketing tools in a real-world setting.

Integrated Marketing Communication (IMC) Mix Components

IMC is crucial for establishing a consistent brand message across diverse marketing channels. For Grubhub, the IMC mix includes advertising, sales promotion, direct marketing, public relations, and digital marketing. Advertising, both digital and traditional, plays a significant role in brand awareness and customer acquisition, utilizing social media platforms such as Facebook, Instagram, and Twitter for targeted campaigns (Kotler & Keller, 2016). Promotions like discounts and referral incentives are strategically employed to stimulate orders and foster customer loyalty.

Public relations efforts help manage brand reputation, especially during product launches or crises. Publicity through media outlets and partnerships with local businesses enhance community engagement. Direct marketing, through personalized email campaigns and app notifications, creates a tailored experience for users, increasing engagement and retention. Digital marketing channels, especially online advertising through Google AdWords and social media ads, ensure precise targeting and real-time performance tracking.

The convergence of these IMC elements ensures consistent messaging and maximizes reach, fostering stronger customer relationships. Grubhub’s emphasis on integrated messaging across platforms exemplifies best practices in IMC, leveraging multiple channels to enhance brand visibility and customer loyalty.

Advertising Objectives and Media Mix

Grubhub’s primary advertising objective is customer acquisition and retention. Its campaigns aim to increase app downloads, brand recognition, and sustained usage through a mix of advertising media. The media mix includes broadcast advertising, such as TV and radio ads, which reach broad audiences during peak hours, and print media, including local newspapers and magazines, targeting specific demographic groups.

Electronic media, particularly digital advertising via social media platforms like Facebook, Instagram, and YouTube, constitute the core of Grubhub’s advertising strategy. These channels allow precise targeting based on user demographics, interests, and online behaviors (Kotler & Keller, 2016). Programmatic advertising and retargeting tactics help maintain brand presence among potential users.

The advertising objectives are aligned with metrics such as app downloads, active users, and order frequency. Effective measurement tools include analytics dashboards provided by social media platforms and ad-serving companies, enabling continuous optimization of campaigns. The integration of traditional and digital media ensures comprehensive reach and engagement, catering to diverse consumer segments.

Internet Marketing and Social Media Strategies

Grubhub leverages internet marketing extensively, employing social media to engage users actively. Its strategies include content marketing, customer interaction, influencer collaborations, and community engagement. Social media campaigns highlight new partnerships, exclusive offers, and user-generated content that promote a sense of community (Kotler & Keller, 2016).

Content marketing through blogs and social media posts emphasizes the convenience and variety of choices available via Grubhub. User engagement is driven through interactive polls, contests, and personalized ads. Influencer marketing has become a vital component, as influencers demonstrate ordering food through Grubhub, tapping into their followers’ trust.

Additionally, Grubhub uses social listening tools to track customer sentiment, respond to inquiries, and address complaints swiftly. This digital engagement enhances brand loyalty and encourages word-of-mouth promotion. The website and mobile app incorporate SEO strategies that improve visibility in search engine rankings, making it easier for potential customers to discover the service.

Role of Personal Selling and Sales Management

In the context of Grubhub, personal selling is predominantly B2B, focused on onboarding restaurant partners, delivery drivers, and advertising clients. Sales representatives are carefully selected based on their communication skills, understanding of the food service industry, and ability to build relationships. Training programs emphasize product knowledge, negotiation skills, and customer service excellence (Kotler & Keller, 2016).

Evaluation of sales personnel involves performance metrics such as the number of new partnerships, customer satisfaction scores, and revenue generated. Continuous training and feedback sessions sustain motivation and improve efficacy. For restaurant partners and drivers, personalized support and regular performance reviews help maintain service quality.

This strategic approach to personal selling ensures Grubhub sustains strong relationships with its partners, which is critical for operational success and customer satisfaction.

Social Responsibility and Opportunities for Improvement

Grubhub undertakes several CSR initiatives, including supporting local communities through partnerships with food banks and charitable donations during crises like the COVID-19 pandemic. The company promotes sustainable practices by encouraging eco-friendly packaging and optimizing delivery routes to reduce emissions (Kotler & Keller, 2016). Transparency in business operations and fair labor practices further exemplify its commitment to social responsibility.

However, there are opportunities for Grubhub to enhance its CSR efforts. Increasing transparency about labor practices, ensuring fair wages and treatment for delivery personnel, and investing more in sustainable packaging could further bolster its social responsibility profile. Moreover, fostering diversity and inclusion initiatives within its corporate culture and ensuring equitable practices across all stakeholders would strengthen its ethical reputation.

Implementing more community-centered programs and promoting healthier food choices can also align with broader social values and demonstrate a deeper commitment to social good.

Conclusion

Grubhub effectively utilizes an integrated marketing communication mix that combines traditional advertising with robust digital and social media strategies to reach a broad consumer base. Its advertising objectives focus on customer acquisition and retention, employing a mix of broadcast, print, and electronic media to optimize outreach. The company's internet and social media initiatives foster active engagement and create a community of loyal users. Personal selling plays a vital role in maintaining strong B2B relationships with restaurant partners and delivery drivers, ensuring service quality and operational efficiency. While Grubhub has made commendable efforts in social responsibility, there remains room for growth through transparent labor practices, sustainable practices, and community engagement.

By continuously aligning its marketing strategies with ethical principles and social values, Grubhub can sustain its competitive edge in a rapidly evolving digital landscape while contributing positively to society.

References

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