...Defining Marketing In this paper, the author’s personal definition of marketing as well three definitions from different sources are provided. The author also explains the importance of marketing in organizational success. Lastly, the author provides three examples from the business world to support her explanation. “Marketing is the performance of activities that seek to accomplish an organization’s objectives by anticipating customer or client needs and directing a flow of need-satisfying goods and services from producer to customer or client”(Perreault, Cannon, McCarthy, page 6, 2011). Marketing is about identifying and meeting human and social needs. One of the shortest good definitions of marketing is “meeting needs profitably” (Kotler ,& Keller, page 5, 2012). In 2008 AMA's definition of marketing was: “Marketing is the activity, set of institutions and processes for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners and society at large.” The author's definition of marketing after reading the learning material is that marketing is an ongoing communication exchange not only with costumers or buyers of products and services, but also look for receptors that need to buy specific ideas. Marketing includes diverse activities for businesses that help them to identify customers for their products and services. Marketing targets potential clienteles with advertising by creating in a way a new need for their products...
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...lot in Spain with exclusive suppliers, it give to Zara a great reactivity and a good control. Zara reduces also inventory risk and delays thanks to limited series. Zara is able to deliver all of its stores since their huge warehouse which centralized the production, it limits intermediaries, reduce stocks, and delays. One of the main difference between Zara and H&M is that H&M has not the quickness, the reactivity of his production tool and the short delays that Zara can have because H&M produces their garments in Eastern Europe and in Asia and also because of the control chain which is longer. One other main difference are that H&M invests a lot in advertising contrary to Zara, indeed H&M is making huge advertising campaigns. Question 2 In the business model of Zara, the stores are playing a huge and important role. First, Zara do not invest in advertising, they...
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...Shane Wall Time Line: At 15 years old, he was running discos at his local village. At 20 years old he provided entertainment at weddings with his own DJ equipment. Later on he went into a different career working for BBC radio in technical administrations. He then went on to working for a creative communications agency called ‘Unique’, while still running disco parties on the side. In 1997 he set up a business with his friend running snowboarding holidays for party goers, they decided to name the business ‘Abundant Holidays’. In 1999 his friend left the business, which made Shane the owner of ‘Abundant Holidays’. In 2007 he was made redundant by ‘Unique’. Later he used the skills he gained at ‘Unique’ and BBC radio to set up his own communications business called ‘Abundant’. To this day ‘Abundant’ is a successful creative communications agency. About Shane Wall Shane Wall is a passionate entrepreneur, who currently manages the creative communications agency ‘Abundant’. Before Shane Wall got into the creative communications agency he had many previous jobs, for example: working as a DJ providing entertainment at weddings and working for BBC radio in technical administrations. Shane became an entrepreneur in the early stages of his career, when he set up a holiday business with one of his friends aimed at party goers. As a result of working in a variety of industries and businesses, he picked up a lot of useful qualities and skills to later benefit...
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...such as September 11 or Hurricane Katrina. This will help alleviate a great deal of frustration among Americans, who felt helpless to respond productively they felt during these tragedies. 2. Create the management-research question hierarchy for the research you think might help the Red Cross make decisions related to public relations efforts and future advertising soliciting donations. 1. Management Questions - How can we produce the proper Ad campaign for donors by adhering to Red Cross Policies? - How can we increase the initial response efforts effectively? 2. Research Questions - What Ad campaigns exist now and are they effective? - How can management eliminate the negative repercussions of the allocation of fund distributions? 3. Investigative Questions - Should we examine past and present Campaign ads? - Should we re-examine the Red Cross handling of September 11? 4. Measurement Questions - What is the likelihood that donors want give do to the problems from September 11 - Examine each type of Campaign Ad: fires, floods, large catastrophes 3. If you created an RFP, what would it contain? My RFP would contain an Experience Survey to give to donors, because it will profit by seeking information from persons experienced in the area of study and will seek their ideas about important issues or aspects of the subject. Also, I would use the Two-Stage Design because it is a useful way to design a research study. With the Two-Stage Design approach, exploration...
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...Mahmud Chowdhury, Marc Salerno, John Curtis Gwilliam EC 203 Chapter 2 Group Project Pelican Stores The Pelican Stores division of National Clothing has recently run a promotional campaign in which discounted coupons were sent to customers of other National Clothing stores but not Pelican Stores customers. Throughout the course of one day, about 70 promotional customers were recorded. If these customers are to be counted as customers that Pelican stores would not have otherwise gotten, then the promotion can be considered as an overall success. However, general widespread promotions may not be economically feasible in the future. In this regard, the data from the sales for one day will be analyzed in order to develop a better customer profile and evaluate the promotional campaign. The first variable of interest will be number of items sold per customer. Items | Percent Frequency | (0-2) | 56 | (3-5) | 28 | (6-8) | 9 | (9-11) | 4 | (12-14) | 1 | (15-17) | 2 | From this data, we see that the number of items sold is heavily skewed to the right. Most of the item sales were within the 0-2 and 3-5 items sold range, comprising 74% of the sales. From this data, we can say that customers prefer to buy items in small quantities rather than large. The next variable we look at will be net sales in dollars. Net Sales | Percent Frequency | (0-50) | 39 | (51-100) | 35 | (101-150) | 16 | (151-200) | 6 | (201-250) | 1 | (251-300) | 3 | This data more...
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...political party has to offer some product which they wanted to sell in the market place. E.g Good governace , or Obama’s change slogan. 2.Distribution function : It referes to the availability of exchange offer i.e Political product to the exchange partner i.e., electorate. 3. Cost function : In political marketing, cost function refers to the management of attitudinal and behavioural barriers of voters through calculated campaign strategies. The voter should receive all the information regarding the product without spending money for it. 4.Communication Function: Communication involves the function of informing the primary exchange partner of the offer and its availability. It is often seen as the heart of political marketing. For a political party, it implies, providing political content, political ideas and future and sense making of a complex political world programs but also aiding the interpretation Often the communication function involves simplification of political messages, concise political stand etc. The communication function interacts with the campaign delivery aspects of the distribution function-the latter provides the medium while the former defines the content. The communication function prescribes a dialogue with the exchange partners – a multidirectional flow of information . 5.News Management Function: This function is closely linked to communication function. But news management function is targeted to secondary exchange partners or intermediaries of which media...
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...The Gallipoli Campaign of 1915, a battle during World War I, went very wrong. The Gallipoli campaign was a battle fought in the former Ottoman Empire, today known as Turkey with countries including Great Britain, Ottoman Empire, India, France, Ireland, New Zealand and Australia participating in it. Great Britain’s plan, a suggestion by the First Lord of the Admiralty, Winston Churchill, was to threaten Germany’s ally in World War I, the Ottoman Empire and get them out of the war. The hope was that while the Germans were already contending with Russian and French forces on two fronts, creating a third front would weaken the Germans. The execution however, did not go as planned as there were location errors, planning and tactical errors, mistakes...
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...John Simpson Kirkpatrick John Simpson Kirkpatrick was a stretcher bearer that served under the name of John Simpson for the Australian army in the historic battle of world war one (1914-1918). Simpson was known through the medical crew. He fought with the ANZAC (Australian and New Zealand Army Corporation) along the shores of ANZAC cove. This was a battle that they earned a reputation for resourcefulness, courage and fortitude. John Simpson was a medical stretcher bearer that would later be known for his courage. He was ranked as a private but was still known through the Australian army medical team. He had been using Donkeys as a way of aiding the transport of wounded soldiers down to the beach for evacuation. He had been using this strategy for three weeks all in which he had often been under fire. Until he was one day shot and killed (19 May 1915) at the third attack on ANZAC cove. He has now been recognised a one of the ANZAC legends. John Simpson (1892 – 1915) was born on the sixth of July in Durham, England and died on the 19 of May 1915. After being a milk boy and attending the Barnes and Mortimer roads local school he had an interview with the local Territorial Army. At 17 he joined the merchant navy. Simpson left Newcastle in May 1910. He had briefly tried cane cutting, station work and coal mining in Coledale. On the 25 August 1914 John Simpson Kirkpatrick joined the Australian imperial force in Perth. He was shipped off to Gallipoli some...
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...provides a wide range of advertisement options which would ensure maximum visibility of your products and services among increasing number E-mail Marketing New Customers are just a click away... Millions of businesses use e-mail marketing every day to find new customers and keep them coming back. E-mail marketing is effective, affordable, and best of all; it is the easy way to get your business in front of a targeted list of people. Our e-mail databases contain more than 4,51,000 active ids of motivated online users that have been verified, to insure the address is actually in use by a person. Rates Particulars Rate Single Tk. 7,000 2 rounds (Could be one campaign run twice or two separate campaigns) Tk. 12,000 3 rounds (Could be one...
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...manufacture of their products? How can they defuse further boycotts or demonstrations against their products? How effective are activist groups like the one that launched the campaign in California? Should Coke address the group directly or just let the furor subside? Pepsi and Coke should have responded faster to the concerns of the general public. The companies formed committees within India and the United States to work on legal and public relations issues. They commissioned their own laboratories to conduct tests and waited until the results came through before commenting in detail. Their approaches backfired. Their reluctance to give details fanned consumer suspicion. If the companies acted faster to the situation when it first came to light, the could have spared a lot of grief. Pepsi and Coke can defuse further boycotts by speaking directly to the cause of the boycott/demonstration or by allowing demonstrators to investigate their product themselves. The activists groups have proven to be very effective in their efforts. Fear campaigns (like the ones assembled in California) can do a great deal of damage to the brand. They are even more effective when the people targeted are not in the country being referred to as in this case (America/India). They are unable to use their own judgement to dismiss the campaign. Moreover, Coke should address the group directly in order to sort out any misunderstandings as well as addressing the general public about the...
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...Earlier this week at the Gallipoli Peninsula, an area along the northeast coast of the Ottoman Empire, blood from Allied soldiers was spilled everywhere. The Gallipoli Campaign was the Allied forces attempt to control the sea route form Europe to Russia in the ongoing world war. Fighting began with a failed naval attack by the British and the French ships on the Dardanelles Straits in the late winter of 1915 and continued with a major land invasion of the Gallipoli Peninsula on April 25. The land invasion involved British and French troops as well as divisions of the Australian and New Zealand Army Corps. Based on accounts from one of our reporters, who is currently located in the region near the battlegrounds, a very common fighting tactic that the two sides used was trench war fighting. Trenches are long narrow ditches that allowed soldiers to hide and seek protection. The trenches were far from perfect and many soldiers died from snipers’ bullets. In addition, these trenches had many bad living conditions, the worst of which included rat infestation. Rats were actually eating away at soldiers and their food, often leaving the soldiers starving. Also, at times, the temperatures in the trenches were too cold or too hot to bare, which also led to many deaths. Finally, after many hard fought months and a significant amount of casualties, the Allied forces decided to evacuate the Gallipoli Peninsula, ending the cruel battle that is a part of this harsh war. To this point in the...
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...Foundation CPR advertisement including Vinnie Jones To: CEO of Prestigious Promotions From: Harry Anderson Terms of Reference: Within this report I will look at success of the BHF campaign looking at the variety of media they used and how successful each form of media was. Procedure: I will do this by looking at evidence gathered from the internet, look at the facts and figures of the campaign and come to an overall conclusion on the success of the campaign. The British Heart Foundation is the UK’s number one heart charity, founded in 1961. The charity was founded by a group of scientists concerned with the rising death rates from cardio vascular disease. The money raised from its 700 shops nationwide and donations go directly to scientists for research and development in cardio vascular diseases. Last year over £84 million pounds was given to scientists for research. A few of the promotional mix were used to achieve their goals and help them achieve a successful campaign. Firstly advertising was used in various ways for the campaign the advert launched on twitter and was a success with 53,000 shares within the first week. The advert was also launched on YouTube before it debuted. Furthermore the advert has over 4 million views on YouTube. To create Publicity for the campaign they used a celebrity in Vinnie Jones this creates excitement about the advert a draws people into watching it: creating publicity. Finally from the advert there corporate image was increased...
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...votеs, Nominееs go through months of campaigning to gеt thе votеs nееdеd to win thе statе. A campaign in itsеlf is not nеcеssary to influеncе thе public's dеcision. Thе focus is not whеthеr thе campaign has thе influеntial powеr to changе pеoplе's opinion, but thе focus is on thе actual individual who is voting. Thе individual has thе powеr to choosе whеthеr to lеt thе campaign influеncе his or hеr opinion or to makе thе dеcision bеforе thе campaign. Thеrе arе both casеs whеn thе individual makеs a dеcision for prеsidеnt bеforе thе campaign starts and whеn thе individual makеs a dеcision for prеsidеnt bеcausе of thе influеncе of thе campaign. Campaigns do mattеr in a dеmocratic sociеty and thеy arе important to a cеrtain еxtеnt for thosе who actually follow thе campaigns, but thеy arе not as important for еvеryonе. Not anyonе can just run for prеsidеnt. Thеrе arе cеrtain qualifications that a pеrson must havе to bеcomе prеsidеnt. Hе or shе must provе thе nation that hе or shе is ablе to lеad a nation. Thе, "qualitiеs of thе candidatе arе еxtrеmеly important influеncеs on how pеoplе votе" (Fiorina and Pеtеrson 302). Campaigns arе a way to provе onе's qualifications. Campaigns arе important to a dеmocratic sociеty bеcausе thеy providе information for thе nation about thе candidatе. Robеrt Dolе is an еxamplе of how campaigns show onе's qualifications. Duе to Dolе's uninspirеd campaign, hе was viеwеd as a horriblе candidatе. In 1994, Dolе was viеwеd as a strong political figurе...
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...medias are representing is the overall opinion of the American politician and American politics in general. The book, America – A Citizen’s Guide to Democracy Inaction (chapter 6), is deeper in the “theoretical” aspect than the other two. But you should not be fooled by the word theoretical. The book does describe the American politics and the politicians, but it is in a very informal and sarcastic approach. The sixth chapter describes campaigns and elections and therefore also how the American politician acts. It tells basic facts about American politics but with a twist of a subjective and sarcastically opinion. As an example “Initially, the process of conducting campaigns and holding elections was conceived as a means to an end – the peaceful transfer of power.”. Later on in the same passage “Today, running for office takes as much, if not more, time, energy and resources as holding it.”. “As you can see the start was pure facts and neutral writing while the end was subjective and sarcastic. In a political aspect the size of these campaigns are unnecessary, but it ensures that the person who most want to be president gets elected. It is a sarcastic way to make fun of the politicians and their job....
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...On October 4th, 1926 in Timaru, a very special horse was foaled that would affect the way Australians’ live their lives indefinitely. Little did Australia know that this one horse would become the face of a nation. He came to be known as ‘Pharlap’ or better well – known as Australia’s Wonder Horse. He came along at the time of deep economic depression, and his exploits elevated him at a status of an Australian cultural icon. Pharlap triumphed during this gloomy time, when a hero was most needed for the people of Australia. Pharlap was beyond doubt the racing legend of his time, whose achievements captured the public’s imagination during the early years of the great depression, giving hope and security to the people of Australia. The certainty surrounding Pharlap’s success gave hope to the community suffering in an economy that had collapsed. The beginning of Phar Lap's story was hardly one of a champion. His parents were, to put it graciously, “well-bred underachievers” According to author of ‘The Horse in Australia’, D, Ballantine. Sired by the stallion, Night Raid, who had proved successful in producing good distance offspring, and out of a black mare, Entreaty who broke down after one race and was retired to the breeding shed. However there was one element that wasn’t so negative within his bloodline, his great, great grandsire, Carbine who was present on both sides of this pedigree chart. Carbine won an incredible 30 stakes, with back- breaking weight records which he is...
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