BUSI/438 BUSI438 BUSI 438 With continually increasing

BUSI 438 With continually increasing

Each thread must be 300 words and include at least 1 citation from the textbook and 1 from another source:

With continually increasing cutting-edge technology, Intel cautiously took its marketing to a more advanced level in line with its product development. When the company was having a hard time getting technology managers to switch from the 286 to the 386 processor, it realized the need to market to the end user of its microprocessors. With a very small marketing budget, the team launched a billboard campaign in Denver promoting the new processor. Based on the response, Intel decided to take the campaign nationwide. This was the first marketing effort focused on reaching the end user. Inadvertently, the team created a brand.

Watch the Intel Video. (Note: If you experience difficulty viewing the video, contact the Liberty University Help Desk via the Services/Support menu item).

After watching the Intel Video, answer the following 3 questions. Using the concepts discussed in this module/week’s Reading & Study material, fully explain and justify your responses.

1. Why did Intel decide to switch its target from B2B to the end user? Was this a good decision at the time? Was it a good decision long term?

2.What did the Denver billboard campaign contribute to Intel’s branding efforts?

3.What consumer behavior plays into Intel’s decision-making process where its GIMC (globally integrated marketing communications) planning efforts are concerned?