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MKT 345 Saint Leo University Marketing Strategies Report

What method or combination of methods should ZEN PATH select?

At least 2 pages in length and in APA format.

1. Outline the pro and cons of either method. Identify in detail the metrics ZEN PATH’s
management should use to assess which one is the best. You are not supposed to
select a method, just compare them and provide ALL relevant information that you will
need to make a decision.

2. Who are the key stake holders for ZEN PATH?

3. Let us assume that ZEN PATH chose to offer meditation seminars as the main source of
additional income. They will still try to get sponsors, but the seminars will be the main
source of new funds. What is the image that the monastery should project to the diverse
stakeholders given the new changes? Describe it in a short statement (20-word limit).

4. What social media should be used and how should they be structured to help ZEN
PATH deal with its financial constraints given the choice of offering seminars? Provide a
detailed list of the social media they should use, as well as how they should use them.
Be as specific as possible. For example, if they were to use Twitter, then you should
provide a sample tweet message. Listing all possible social media is not a good answer.
You may list several, but I would like to see how ZEN PATH should rank the ones they
should use based on their importance for this particular situation.

5. Describe the key elements of the web site to maximize awareness, and attendance to
the services (meditation training) as well as to make ZEN PATH more attractive to

6. Once ZEN PATH started offering more meditation seminars, a philosophy professor at a
local university sent a sarcastic twitter message claiming that ZEN PATH should change
its name to DOLLAR PATH since they had become very commercialized. The message
has been re-twitted a lot. How should ZEN PATH use reputation management
techniques and social media to defend themselves from a message that may soon go

7. What metrics (both in terms of web analytics and non-web metrics) should ZEN PATH
use to assess (a) the success of the offering of meditation seminars, (b) the
effectiveness of the modified brand image to attract more sponsors, and (c) the
effectiveness of their activities to limit the reputation damage from the philosopher’s

More Directions are located in the attached document below.


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