...Monica, California. The company sells shaving razors to man based on a monthly subscription. Michael Dubin was the founder and he used digital media to achieve a goal of getting more customers but also to get investments from big companies. The prices range from a $1 to $9 a month based on what type of razor blade customer chooses. The idea of selling razor via subscription came to the owner Michael Dubin because he have heard of many man complain of the prices of razors in stores. At the begging of launching his business, he spent months driving down San Diego to connect with bloggers to spread the word. However, it was difficult and he decided to make a video to tell the story of buying a razor via subscription. After launching his video on YouTube it has been seen almost 10 million times. In the first 48 hours of launching the video, he had 12,000 orders placed. After the launch of the video the business kept growing, Dubin struck a deal with many investors, which helped him, grow the company. Today the business is valued at $615 million, what started, as a video ad now is multi million-dollar company. With the use of digital media, Dubin was able to attract customer to purchase the subscription. He used several strategies that helped his video ad be successful such as making a funny video, launching it a the right time, using funneling marketing strategy, and creating a call to action within the video. His success was measured based on customers sharing the video and money earned...
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...conversation with successful author Shama Hyder. Shama has recently released the book “Momentum,” which covers marketing strategies through five main principles of what it takes to market in today’s digital ecosystem that is content saturated. The podcast will reveal some of Shama’s principles and include a brief exchange on how writers at Writer’s Access can expand their careers. Byron even shares some behind-the-scenes contests that have been going on without the writer’s knowledge along with some upcoming changes that could greatly affect several authors’ careers here at Writer Access. Takes Aways From Shama’s Interview: Shama doesn’t believe in overnight success. She feels it takes work and shares a favorite quote of hers that says “The overnight success...
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...P&G Marketing Strategy Proctor and Gamble's marketing strategy on social networks is taking a targeted approach to distributing materials. While doing so P&G provides personalized replies to inquiries, aided by having a dedicated team covering the best way to attract the crowd of young consumers, while at the same time creating new innovations. Proctor and Gamble has come a long way from soap opera to social media. P&G itself has a history of evolving and adapting to the different marketing trends that adhere to consumers needs. As Proctor and Gamble evolves in this age, it uses its marketing strategies to gain a better insight on consumer wants, and preferences. During its Signal P&G event in Cincinnati, Global Marketing & Brand Building Officer Marc Pritchard told former audiences “Today is not about digital marketing; it’s about brand building in a digital world,” which set a resounding tone for the role he wants digital to play for P&G. He went on to make it clear that “digital is no longer a trendy use of technology for technology’s sake, but it’s the way P&G will engage with people in real-time to build brands like never before” ("A real-time demonstration," 2012). Pritchard also talked about how brand building has changed since the proliferation of Internet technology and about how important it is for brands to keep up. Pritchard puts a big emphasis on the influx of mobile devices in the market and the pace at which consumers are adopting to mobile technology. He...
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...7:30-9:00A.M. “MARKETING CONVENTION” On Last Thursday and Friday (September 19 & 20,2013) we had an event which is our 3rd Student Marketing Convention which is held on J Centre Mall Convention Hall. On Thursday, the event was opened by cutting of the ribbon, entrance of colors (from different schools), invocation, opening and production number and lastly the Welcome address by our very own Dean of SBE, USC Dr. Challoner A. Matero. The first speaker was our very own Chairman of SBE, USC Ms. Joyce N. Yang, she discussed the Marketing insights:”IMC playing a vital role in Marketing Communication” and I learned that Integrated marketing communication plays an integral role in communicating brand message to a larger audience, Integrated marketing communication goes a long way in creating brand awareness among customers at a minimal cost, Integrated marketing communication scores over traditional ways of marketing as it focuses on not only winning new customers but also maintaining long term healthy relationship with them and most importantly, Integrated marketing communication saves time which is often lost in figuring out the best marketing tool. The Second speaker was Mr. Bong Osorio, PR Director, ABS-CBN he discussed about “Corporate Communication: The ABS-CBN Way.” And I learned the importance of the corporate communication. The third speaker was Mr. Hans Chua he discuss about “Digital Marketing: Roles that Drive Value...
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...their demand keeps coming, and the Ford brand continues to get stronger. How does Ford and similar companies get their brand out there? In January 2014, Ford made a large financial commitment on digital advertising; Ford is mandating dealers to place more advertising co-op toward digital advertising, such as paid search and banner ads (Barkholz, 2014). Ford has placed lots of focus on relationship building, and growing as an industry leader in the automotive world. Ford continues to place special emphasis on changing the behaviors, attitudes, culture, and ideology of the organization, to ensure Ford Motors has the best interest of the consumer at all times. Over the years, Ford has learned the importance of seeing the business from the perspective of the customer, which should result in improved services, and new businesses from new consumers (Collier, 1987). Ford Motor Company launched its online marketing plan involving use of digital platform to engage its customers in 2008. The company contracted online marketers such as Scott Monty and other web based advertising agents to implement its digital marketing plan. Part of Ford Motor Company’s plan was to market through social media sites. Sites such as Twitter, Facebook and YouTube were imperative in implementing Ford’s online marketing strategy. Ford spent 25...
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...MINI COOPER: MARKETING STRATEGY, DIGITAL MARKETING, BRAND & ETHICS 10.2478/cris-2013-0005 MINI COOPER: MARKETING STRATEGY, DIGITAL MARKETING, BRAND & ETHICS MARIIA MOISEIEVA The report is designed to examine, analyse, and evaluate where appropriately the current Mini Cooper’s marketing strategy, its digital marketing initiative, branding, and the importance of ethical values in Mini Cooper as well as other organisations. That is important for understanding of the practical applications of marketing is achieved by applying theory to them. It is determined that Mini’s marketing strategy has shifted in terms of targeting and brand positioning. As previously it was an affordable iconic British car, now it has become a cool luxury car dominantly for a young segment. Its international marketing strategy is differentiated in a way that a brand is built up on the historical iconic image of Mini for the UK and associated market, but it is not associated with any values in the past for the US customers. Overall, Mini’s marketing strategy is considered to be innovative, creative, and sometimes ‘silly’, which is of great value for its young energetic target audience. Digital marketing initiative also corresponds to the latest IT and social trends worldwide by ‘digitalising’ marketing initiatives and active social networking with the consumers. Brand is a core competence and ‘everything’ for Mini. Marketing is centered on its brand, not vice versa. An analysis of the Mini’s strategy...
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...strength of marketing. Prada dedicated on producing life style of elegance and sophisticated products and demonstrated its brand identity as “Contemporary classic, culturally elegant”. Today, Prada became a fashion empire with huge asset and related to numbers of people, which is including the sales, workers, managers and so on. In recent years, economic crisis crush the whole world’s economy, Prada is suffering as well. So, developing a strong marketing strategy for Prada is imperative. Though Prada has developed approximately 100 years and gained rich experience of traditional marketing and new marketing, there are still some drawbacks on new types of marketing. To choose an appropriate marketing trend, which need to adapt to nowadays society. Therefore, to exploring more opportunities in the twenty-first century, new type of marking methods should be introduced to cater to this network era. Evaluate the marketing trend Marketing trend: From traditional marketing to digital marketing With the popularization of network and smartphone, E-commerce and E-business has become more popular and more people discovered the advantages of online shopping. Compared digital marketing with traditional marketing, three differences have been stand out. Firstly, the digital marketing costs less than the traditional one, all the marketing strategy can develop online, which is convenient for both marketers and customers. Another factor should not be ignored, digital marketing provides...
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...Marketing Joy in the Physical and Digital Mediums Charlotte M. Banks Ashford University Marketing Joy in the Physical and Digital Mediums Mullins & Walker (2010) explained that marketing is a social process involving the activities that facilitate exchanges of goods and services among individuals and organizations. Marketing is a critical player in the success or failure of any business. Many organizations have discovered marketing strategies to reach their customers both physically and virtually. This paper will discuss the marketing implications for reaching specified segments for using both physical and digital mediums that allow customers to move from one medium to the other with ease. In addition, examples will be given for the medium that is shown the most preference as well as businesses that have been able to maximize the usage of both physical places and digital spaces. The world is looking for convenience and if marketing strategists are going to survive, they must be able to identify the best product or service and the best physical and/or digital location that will be magnets for the ideal market segment. There are many suggestions as to how an organization should introduce a product or service to various market segments. Market segments are relatively homogeneous subdivisions of a market that are likely to be attracted to particular products or services. Demographics (age, gender, race), socio-economic (income, occupations), geography...
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...Describe the important Internet properties that affect marketing and the fundamental changes the Internet has brought to marketing. According to Strauss and Frost (2009), the Internet properties have affected the way marketing should be done and delivered to the consumers. Internet data is sent in bits and not in atoms – all the data and information are being stored and sent to the consumers in digital form. The digital form cannot be touch, tasted or smelled. In contrast to other types of marketing, the seller does not need to deliver the items itself for inspection by the consumer before it is being purchased. 1. Internet is a mediating technology – anywhere in the world, music and other data is being passed on and shared. This encourages communication for businesses in a supply chain. 2. Internet encourages global reach - regardless of location, the internet is accessible to all. Businesses can be conducted globally easier while encourages worldwide partnership and products distribution even better than before. 3. Internet works as network externality – target markets are being reached easily and faster with automated communication. 4. Internet is a time moderator – time is a valuable essence where consumers would expect faster service as in the communication with the company itself and faster feedback response. 5. Internet is an information equalizer – information on the product is easily accessible to consumers via the internet, therefore consumers have better access...
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...empirical finding holds true across a range of industries, we propose that the finding is not as robust as is generally assumed. We introduce an alternative pattern of evolution in which, during the emergent stage, an industry experiences a sharp decrease in the number of firms – a “mini shakeout” – before increasing again, reaching a final peak and undergoing a major shakeout as described in the extant literature. Using panel data across multiple product innovations introduced in the 20th century, we first show the pervasiveness of the mini shakeout phenomena. We then examine why some industries are more likely to experience a mini shakeout. Finally, using detailed quantitative and qualitative data on the emergence of handheld computers and digital cameras, we investigate why some firms abandon...
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...precision, broadening their scope, moving more quickly, and telling better stories. February 2015| byJonathan Gordon and Jesko Perrey Science has permeated marketing for decades. Fans of the television drama Mad Men saw a fictionalized encounter when an IBM System/360 mainframe computer physically displaced the creative department of a late-1960s advertising agency. In reality, though, the 1960s through the early 1990s witnessed a happy marriage of advertising and technology as marketers mastered both the medium of television and the science of Nielsen ratings. These years gave birth to iconic advertising messages in categories ranging from sparkling beverages (“I’d like to buy the world a Coke”) to credit cards (“American Express. Don’t leave home without it”) to air travel (“British Airways: the world’s favourite airline”). Until recently, marketers could be forgiven for looking back wistfully at this golden age as new forces reshaped their world into something completely different. These new trends include a massive proliferation of television and online channels, the transformation of the home PC into a retail channel, the unrelenting rise of mobile social media and gaming, and—with all these trends—a constant battle for the consumer’s attention. The resulting expansion of platforms has propelled consistent growth in marketing expenditures, which now total as much as $1 trillion globally. The efficacy of this spending is under deep scrutiny. For example, in a survey of CEOs,...
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...Strategic Marketing Management MBA5320 E Fall 2013 Professor Office Telephone E-Mail Office Hours Class Location Class Hours Simin Foster, Ph.D., MBA Desmarais 5140 Contact via e-mail simin.foster@uottawa.ca By appointment (confirm via e-mail) Desmarais 4170 Thursday 4:00 pm - 7:00 pm Weight on Final Grade 15% 15% 10% 15% 20% 25% Course Deliverable Case 1 – Black & Decker (A) Case 2 - Marketing Simulation Case 3 – A Case for Brand Loyalty Case 4 – Online Marketing at Big Skinny Peer-to-Peer Learning Experience Final exam Due Date September 19 Part A: September 26 Part B: October 3 Par November 14 November 21 A. February 7 To be assigned To be announced Please note that all assignments must be submitted via Turnitin™ in addition to hard copy. COURSE DESCRIPTION The objectives of this course are to demonstrate the role of marketing in the company; to explore the relationship of marketing to other functions; and to show how effective marketing builds on a thorough understanding of buyer behavior to create value for customers. Using lectures, case studies, and class discussions, students learn how to control the elements of the marketing mix—product policy, channels of distribution, communication, and pricing—to satisfy customer needs profitably. The Telfer MBA distinguishes itself by training students to Lead High Performance Organizations. Successful firms are those that integrate the objectives and resources of the organization with the needs and opportunities...
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...Analysis of the Online Business in Supply Chain Management and Marketing Strategy by © Renjie Wu __________________ 2011 Student Number: WU_11340881 Tutor: Dr Luca Lo Sicco Table of Content |Chapters |Pages | |Abstract |3 | |I. Introduction |4-6 | |1.1 Introduction of online business |4-5 | |1.2 Current situation of online business and the reason for this issue being raised |6 | |II. Research significance of Pattern changes in terms of Supply Chain Management in Fashion industry. |7-9 | |2.1 Definition and the importance of Supply Chain Management |7 | |2.2 Recent changes in Supply Chain Management in retailers under the impact of online business booms |8-9 | |2.3 Identify the advantages and disadvantages of the changes. |9 | |III. Research the Marketing strategy and Analysis |10-15 ...
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...Operational Research; (2) Information Systems, Technology and Communication; (3) Industrial Economics and Regional Development; (4) Management, Organizational Behaviour and Human Resources; (5) Finance, Accounting and Marketing; and (6) Education, Training and Professional Skills. Term Paper can focus on Mapping new frontiers in emerging and developing technology areas in research, industry and governance.. Some Abstracts which emphasis on the Technology and Marketing. These are abstracts of articles which are already published. These are for your reference and you can start working in the same way concentrating on Technology and Marketing. * Trial-and-Error Marketing: The Role of the Customer in Tech Start-ups by Fabian Eggers, Deborah Brown McCabe Abstract: This paper explores the role of a customer- or product-centric focus in young technology firms decision-making and whether the behaviors of these firms differ from textbook marketing. rnData from depth interviews with founders of growth-stage tech start-ups reveal that new product development relies on four key approaches: self-focus, need finding, network creation and utilization, and middle ground. Their trial-and-error marketing is related to several theoretical constructs from the management, marketing and entrepreneurship literature. The paper provides a set of propositions and managerial implications. Keywords:...
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...1. E-marketing affects traditional marketing in which of the following ways? a. increases efficiency of traditional marketing functions b. technologically transforms marketing strategies c. decreases the reach of marketing campaigns d. both A and B (d; Medium; p. 3) 2. _____ is the subset of e-business focused on transactions. a. E-commerce b. E-marketing c. Digital technology d. ESP (a; Hard; p. 3) 3. Convenient access to digital information has the ability to transform all of the following except _____. a. ecosystems b. governments c. societies d. businesses (a; Easy; p. 5) 4. The Internet consists of all of the following except _____. a. computers with data b. users who send & receive data files c. a technology infrastructure to move, create and view or listen to the content d. a central mainframe (d; Medium; pp. 3-4) 5. A network that runs internally in an organization but uses Internet standards and browsers is known as _____. a. an Intranet b. an Extranet c. an Internet d. the Web (a; Medium; p. 4) 6. Internet technology has changed traditional marketing in all of the following ways except _____. a. made place less important b. increased the importance of interdisciplinary understanding c. decreased the importance of imagination ...
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