Riviera Cleaners Company is a new company in the residential cleaning industry; therefore, the company needs to consider the amount they will spend on marketing. The company intends to spend $13,200 on marketing. The company will budget its marketing expense in such a way that it will increase during the first quarter of the year to generate visibility. Thereafter, the company will lower the expense and stabilize it until the second half of the last quarter. In the last quarter, the company will increase the marketing expense in preparation for an increase in the services offered. The marketing expense for the printing materials including brochures and business cards will be $4,000. The fee for economic incentives such as referrals will be $1,200 while expenditure for other marketing expense such website development will be $8,000.

The company will measure the ROI for each approach in the following ways. First, the company will use test and control groups to measure the impact of brochures and business cards on the target audience. According to Wiid and Diggines (2010), test and control groups entail testing the effectiveness of a marketing program against a well-defined group and compare the results. The company will split the target market into two equal geographical segments. Then the company will spend twice as much in one group compared to the other. To analyze the effectiveness of the marketing campaign, the company will compare the behaviors of the two market segments. This approach will help the company to determine the growth in branded search from the market segment with more spending (Wiid & Diggines (2010). Second, the company will use single attribution to measure the impact of economic incentives and website development. This measure requires the company to allocate the deal to the key person (Gallagher & Kayler, 2009). The company will allocate all the value to the first program that made the deal.

Based on the vulnerable population, the company will consider the following marketing ethics in promoting the service. First, the company will maintain the privacy of the consumer at all times. Second, the marketing team will be transparent on the person they will pay to endorse the service. Third, the company will promote the service based on its merit and highlight the features that the target audience might find useful. Fourth, the marketing team will not belittle any person, group, organization or community. Lastly, when the company advertises the service in a medium, it will ensure that the service is recognized and the advertiser is identified, that is, the advertisement will contain contact information of the advertiser.
References

Gallagher, B., & Kayler, K. (2009). Leading with marketing: The resource for creating, building and managing successful architecture/engineering/construction marketing programs. Bloomington, Ind: Authorhouse.

Wiid, J., & Diggines, C. (2010). Marketing research. Juta and Company Ltd.

 
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