...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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...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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...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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...Five things I wish I'd known before starting a crowdfunding campaign The Sweetman brothers are fast approaching their £50,000 social enterprise crowdfunding target. How are they doing it? • How to succeed with your crowdfunding campaign • The smartest urban crowdfunding projects – in pictures • Why crowdfunding now sets the trends Ambitious crowdfunders need to stack the cards in their favour, and there are five ways to enhance your chances of success. Photograph: Pegaz/Alamy 1. The right platform There are five types of crowdfund: equity, donation, reward, debt/peer-to-peer lending, and royalty (which takes a percentage of future revenue in return for investment). To succeed, the type has to match your ethos, organisation and brand. At Stickyboard, we opted for equity raise using Crowdcube's platform. We offer community web development, so being owned by the community fitted our principles. The platform you choose will be the shopfront for your campaign, so take a look round to get a feel for projects and perhaps sign up to a few to see how often they send newsletters and promote projects. 2. Focus on why you're a good investment This point took us a while to realise. We started by spending more time saying why what we did was great rather than pointing out why investing in us would be awesome. Focus on how an investor benefits (eg, EIS tax relief, rewards, return after what period), and how you know they will see those benefits (eg, your USP, years of experience, track record...
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...is trying to build its reputation as an organisation committed to: * Environmental and sustainability issues * Improving health and well-being * Maximising values to create profits II. Objectives The objectives provide the overall course of the program and what should be achieved. Uniliver has got three objectives which will be stated in terms of program outcomes rather than inputs. 1. To encourage a challenging, worthwhile, and fulfilling work environment for our employees by building mutual respect, self-belief, and confidence in our personal relationships based upon commitments to truth, frankness, and competency; but also to provide tools to support constant delivery of the brand promised with every point of contact to reinforce brand experience. 2. To be an asset to every community we work in by undertaking thorough researches and developing programs designed to developing new products geared towards health , well-being and nutrition, but also by lending effort and support to worthy cases, encouraging efforts in the direction of making communities better places to live and work in. 3. To...
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...countries; in India Skin lightening treatments are becoming increasingly popular. The Indian people perceive fairer complexion females to be more dominant and respected. Therefore skin-lightening treatments became a huge industry which was dominated by Fair & Lovely from Hindustan Lever Ltd (HLL). They were responsible for 90 percent of the market shares until CavinKare Ltd launched Fairever, which grew and gained 15 percent shares in the market. Wanting to regain their dominance in the market HLL decided to put out their new campaign ads which to the All India Women’s Democratic Association (AIWDA) basically conveyed the message that “if she is not fair in color, she won’t get married or wont get promoted.” This of course created a huge problem in India, which forced HLL to switch their campaign strategies and pay more respect to the women of India and their culture. 1. I think it is very clear to say that HLL was ethical in most of its campaign to sell its’ product. The country and culture has had a huge demand for skin lightening treatments for a long time; HLL has done nothing wrong but tried to give the people what they truly desire. Many women think that their skin tone will define them as a woman in society, therefore they are willing to seek any means to acquire what they believe is the perfect skin tone. HLL saw a great opportunity, took it and ran with it. Although the cream doesn’t actually change one’s complexion fully, it changes the facial color for a certain...
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...and mobilization? There are assault ads, conveying the simple message over and over, that Brand X, the rival, is a cheesy piece of goods, won’t hold up, has to be cranked by hand… This is the model for not just our commercial product sales but, rather more vigorously, for our political campaigns as well… we have gradually just gotten used to them. Its not so much that I am wonderful the candidate explains, as the opponent is a lying, cowardly, two faced cheat and con artist. (Pulitzer Prize winner and Washington Post columnist Meg Greenfield, 1995) Whether through print or television media, advertising affects behaviour. A key tool of political parties, it has been used to win support during critical governmental assessment or change, and engage the susceptible electorate to participate in the political process. Yet, where features such as wit, charisma or aptitude have been emphasized and admired, the intemperance of political campaigning has also drawn out a negative side, one that seeks to cast a damaging shadow on any opposition in order to attain the support of the majority. The types of political message given out by both politicians and the media vary in how they are constructed and what they intend to achieve, and despite widespread criticism surrounding its ethical fragilities, attack politics in particular have become a fundamental component of any political campaign and evidence has shown the electorate to show a greater interest in a more pessimistic tone of...
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...Accessibility Theory Accessibility Theory is a model of attitude and behavior of relations. In the Accessibility Theory attitudes will predict behavior if they can be activated from memory at a time of decision. In order for this to transpire, the attitude must come spontaneously to mind in a memory. Second, the attitude must influence perceptions of an issue or person serving as a “filter” through which the object is viewed. (Fazio & Roskos –Ewoldsen, 1994 P. 85) Accessibility Theory complements the Reasoned Action Theory and the Theory of Planned Behavior approach because people carefully consider the consequence of behaving in a particular manner and weigh out the pros and cons of situation. When all else fails the decision is based more on spontaneity, channeling a thought or memory. The decisions however can also be based on how accessible attitudes are and how likely objects, good or bad can capture the attention of a person. Research supports these propositions (Krays, 1995) because studies found that individuals who were in touch with favorable attitudes toward a certain topic or product were more inclined to select or choose those with less accessible attitudes. Attitudes play a very important role because they range from strong attitudes to weak attitudes. When a person has a strong attitude toward something most likely the persons mind is made up and set in his or her ways. Vice versa with a weaker attitude which is more susceptible to change....
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...The Body Shop The Body Shop, one of the 21st Century's most iconic brands, started its first store in 1976. Today, it welcomes over 275 million shoppers to its stores every year, and has over 2,700 stores in 63 countries worldwide. Since its inception the essence of The Body Shop has been selling products made from natural ingredients. The customers found these products unique and were attracted towards the concept. But a major push for the brand came when the company got actively involved in social activism. In 1986 the company launched a campaign together with Greenpeace to save the whale. Similarly, it launched many other promotional campaigns with a social cause at the core. These campaigns gathered a lot of media and public interest. The company also protests firmly against the use of animals for testing cosmetics. Its web site explains that it does not sell or use either finished products or ingredients that were tested on animals after 31 December 1990. Today, The Body Shop is known for its commitment to values: Against Animal Testing, Community Fair Trade, Protect the Planet, Defend Human Rights and Activate Self Esteem. But the organization wants to be just as well known for its beauty credentials and product innovation. That is why it has started a new beauty movement called ‘Beauty with Heart’. The campaign talks about not just looking good, but feeling good and doing good, too. The best way to...
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...A TERM PAPER ON POLITICAL MARKETING INTRODUCTION Political marketing is a marketing designed to influence consumers about political issues, particular candidates for public office, or public issues. Although political marketing uses many of the same techniques that other forms of marketing do, it is actually used to promote a concept or an idea, rather than a specific product or service, and to motivate people to vote for that idea. The word “Political Marketing” emerge from the key words ‘politics’ and ‘marketing’. Politics simply means an activity which is concerned with governing a society or country. It has to do with the government or public affairs of a community or a state (that is a particular boundary). While, Marketing is a process of planning and executing the conceptions, pricing, promotion and distribution of ideas, goods and services, to create exchange that satisfy the individual and organizational objective. Marketing is often described as “selling of product”, but the fact is that marketing entails more than this. Kotler (2001) offers a definition that presents a comprehensive meaning of marketing as “a process by which individuals and groups, obtain what they need and want through creating, offering, and freely exchanging products and services of value with others”. The American Marketing Association (1995) also described Marketing as “the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to...
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...uncover strengths or weaknesses of ad campaigns. In general, advertising can communicate either a solution narrative (i.e. buy our product and it will solve your problems), or an enhancement narrative (your life is already good, but if you use our product it will be that much better). Below is the comparison of the message being conveyed in both the Western and the Chinese context: * Motorcycle: Whereas in a Western context a motorcycle represents freedom, adventure, and speed, in a Chinese context it is considered dangerous, noisy, and low status. * Open Landscape: For Westerners, the open landscape portrays independence and lifestyle enhancement. From the Chinese view, the countryside may be perceived as dirty and dusty. The codes present in the advertisement convey a very different message when translated into the a different cultural context, and do not result in communicating the message which was actually intended. Some examples where companies failed due to lack of understanding of cultural nuances are: * Car ‘Nova’ in Spain-This car was introduced in Spain Nova in Spanish means it wont go which the company failed to recognize before launching the product * Volkswagon Beetle in India: The ad campaign was based on an anti social context of promoting the car for dowry. This campaign failed miserably due to the lack of deep understanding of the Indian Culture. * Electrolux in USA- The Swedish vacuum cleaner brand came up with the tagline ”nothing...
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...important. There are several key components to an effective advertising implementation plan, and each component serves a specific purpose in the smooth operation of advertising campaign strategies. Two of these key components are marketing research and advertising research. Marketing Research Effective advertising planning includes an effective marketing research initiative. According to Arens, Weigold, & Arens (2008), marketing research helps a company's management team make sound marketing decisions, and also assists in the development of systematic procedures for gathering information. These procedures are used to record and analyze information as well. Additionally, marketing research helps companies with what Arens, Weigold, & Arens (2008) refer to as the three R's of marketing. The first "R" of marketing is recruiting new customers. The second "R" of marketing is retaining current customers, and the third "R" of marketing is regaining customers that were previously lost. Information gathered from a company's marketing research data helps its management team to identify key elements for its advertising research initiatives. Advertising Research Advertising research produces information for a company's management team to make sound advertising decisions, and to develop effective advertising campaigns....
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...customers to start buying, and current customers to continue buying a product or service? The answer depends on many things, and can change quickly, especially in today’s market place. Though the world is changing faster than ever, advertising must be able to be broken down to basic parts that are necessary for an ad campaigns success. Leo Burnett believed that advertisements should reflect the world around it, by using folklore he created famous ad campaigns such as The Jolly Green Giant, Tony the Tiger, and the Marlboro Man. Where Burnett often used created characters in his work, David Ogilvy believed in making the product the hero of the commercial. Obviously there are different points of views on what a successful ad campaign should look like, but they all share a certain characteristics. This paper intends to argue that concepts of consistency, coherence, and synergy are necessary for a successful advertisement. Consistency in advertising can mean many things, consistency from one ad to the next, consistency of employee and organizational value, and so own. Everything an organization does affect what consumers think of it, so to maintain a certain brand image an organization must have all of its parts working in the same manor fashion. For example, most consumers would have a hard time trusting a company that claims to be environmentally friendly in its advertisements, but then does not dispose of its waste material in a clean way. When William Burnett’s was working...
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...Case Study: In-N-Out Burger February 24, 2016 1.Rich Snyder was only 24 years old when his father passed away and he assumed leadership of the family business. Many would think that he was too young to take over a business, but I think that he was at right age. He was familiar with the business since he had been helping his father since he was young boy. He also had the right attitude and personality to take over leadership and that’s why I think that he was an asset for leadership of the company. I personally do not think that age really matters in entrepreneurship. I believe that maturity, commitment, and the dedication that person is willing to put into business is what matters the most. 2. In my opinion, every business is different and it should stay that way. In-N-Out built their business based on four items and their customers are more than happy about it, therefore I think they are still on track with their strategy of offering only four simple food items. From what I have read about In-N-Out, I think that the firm’s approach to employees is fair. Having employees wait a year to be offered manager training is good tactic. It gives the employees and the firm enough time to make sure that it is the right career path for employees. I am sure that In-N-Out is a good family owned company and good place to work. The fact that the company cares enough about their employee and that they go above and beyond to keep good workers is a good enough reason for me to have...
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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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