Premium Essay

Is Mass Marketing Die?

In: Business and Management

Submitted By cristineliew
Words 5037
Pages 21
Is Mass Marketing Dead?

TABLE OF CONTENT NO 1.0: 2.0 3.0: 4.0: References DETAIL Introduction Is Mass Marketing still a viable way to build a profitable brand? The reasons for the fall of traditional Mass Marketing Conclusions PAGE 3-4 5-7 7 – 13 14 - 16 17

1

1.0:

INTRODUCTION

Marketing is about identifying and meeting human and social needs, (Kotler, 2002) or even in simpler words, that is done to attract and retain customer at a profit. Thus, we see marketing management as the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering and communicating superior customer value (Kotler, 2012). This simple definition tells that marketing is basically customer oriented in nature. However, looking back at the history of marketing indicates that the idea of marketing was different and it took many different shapes at different ages. The four major marketing management philosophies i.e production concept, product concept, selling concept and marketing concept are in fact, related to this evolutionary nature of marketing. This conceptual development of marketing implies that initially marketing was associated with the mass production and efficient delivery of the products (production concept) and now it is viewed as a customer oriented essential business activity (marketing concept). An inquisitive mind may ask a simple question: before even production concept what was the form of marketing? If the job of marketing was to sell products, obviously there was some sort of marketing activities practiced even before that point of time. In the past, the neighborhood bartender, the corner storeowner and the family doctor had intimate knowledge of their customers’ needs, budget constraints and family secrets. All of them involve face-to-face interactions and such relationships were based on trust, meetings…...

Similar Documents

Premium Essay

Developement of Industry

...1908 when he achieved complete interchangeability and the introduction of the moving assembly line in 1913. These concepts were taken even further by Alfred Sloan of General Motors. After combining Ford’s factory policies and Sloan’s marketing techniques we get mass production in its final mature form. However after decades of churning out millions of vehicles per year, Eiji Toyoda found faults in the system considered by many as the ultimate production system. He along with his production genius TaiichiOhno, soon developed the system which would once again revolutionize the automobile production system as the world would see it. By applying lean manufacturing in their home country of Japan, they and their company, Toyota, they were able to match the production volumes of GM with a workforce of almost half. Now, around the turn of the millennium there is considerable research going on in the field of flexible and reconfigurable manufacturing systems to find “The Next Big Thing” in manufacturing systems. In the subsequent paper I will try to outline the developments of mass production, lean production and FMS & RMS i.e. the past, present and future of automobile manufacturing. Past – Mass Production Before understanding just how much effective mass production was, we need to know the production system that came before it, craft production. In brief, the following were the characteristics of a craft production system –  A work force that was highly skilled in design,......

Words: 3288 - Pages: 14

Free Essay

Docter

...INDEX Strategic Marketing Management Papers 1. Decision making 1-1 Mizik, N. (2010) The theory and practice of Myopic Management. 1-2 Slater, S.F. and Narver, J.C. (1995). Marketing orientation and the learning process. 2. Innovation 2-1 Mahajan, V., Muller. E. and Bass, F.M. (1990). New product diffusion models in Marketing. A Review and directions for research. 3. Turbulence 3-1 De Meyer, A., Loch, C.H. and Pich, M.T. (2002). Managing Project Uncertainty: From variation to chaos. 4. Service 4-1 Parasuraman, A., Zeithaml, V.A. and Berry, L.L. (1985). A conceptual Model of Service Quality and its implications for future research. 4-2 Parasuraman, A., Zeithaml, V.A. and Berry, L.L. (1985). Problems and strategies in Service Marketing. 5. Connected Customer 5-1 Dye, R. (2000). The buzz on buzz 5-2 Van den Bulte, C. (2010). Opportunities and Challenges in studying customer networks. 1-1 Mizik, N. (2010) The theory and practice of Myopic Management. Het artikel bespreekt de theorie en het empirische bewijs van myopic management (MM) met betrekking tot het uitvoeren van marketingactiviteiten. Het bewijst het onvermogen van de aandelenmarkt om marketing en innovatieactiviteiten juist te waarderen. De auteur beoordeelt de totale financiële consequenties van MM (bezuinigen op marketing en research-and-development uitgaven om winsten op te blazen) en is van mening dat myopia op lange termijn een negatieve invloed heeft op de waarde van......

Words: 7033 - Pages: 29

Free Essay

The Communication Process Notes

...sharing of messages - intrapersonal communication within oneself - interpersonal direct sharing of experience between two people - group communication small group organizational - mass communication communication from one person of group of persons through a transmitting device (a medium or channel) to large, diverse audiences Mass Media Definitions - mass media are industries or businesses that create and distribute the following to large numbers of people: songs, novels, newspapers - MM are key institutions in society that affect our culture, buying habits, politics, etc - MM are profit-centered businesses making money is priority #1 concentration of ownership The media are good and bad - At their worst the median can erode out quality of life - at their best help us understand events and trends facilitate connections with others shape our identity - media literacy is crucial we can have a say in the role media play in our lives Media Convergence - convergence refers to the appearance of older media forms on the ewes media channels - convergence also refers to newspaper, broadcast, and internet outlets existing under one corporate roof Models of Mass Communication - linear model : sender -- message -- mass media channel -- (gate keepers) -- receivers media messages - cultural model: culture: the symbols of expression that people use to make sense of their lives and to articulate their......

Words: 1392 - Pages: 6

Premium Essay

Qbt1

...Want Fries With That?: An American Epidemic Ashlee Martinez WGU University Nearly everyone in America has experienced the sensational film “Super Size Me”, in which a young, healthy vegan man by the name of Morgan Spurlock experiments with his own body in order to see the disastrous effects of fast food on the human form. After a month of eating nothing but McDonald's, Morgan suffered from a 13% gain in body mass, cholesterol levels of 230, rapid mood changes and embarrassing sexual inadequacy. He was unable to complete the program after being told by a medical professional that “he was going to die” if he continued on the current diet. Thankfully, Morgan was able to quit and return his body slowly back to the healthy shape it once was in, but this happy ending isn't always the case for millions of Americans. Left untreated, obesity will surpass smoking as the main cause of preventable death. Between the ruthless marketing, placement of restaurants in low income neighborhoods and near schools, massive portion sizes riddled with fat and carbohydrates and more than 46 million people eating out at only McDonald's daily, fast food has easily gone from a “once in a while treat” to one of the most menacing killers in the country. Portion size and ingredients play a grand factor in the fattening affects of fast food. According to research gathered by Washington State University, Fast......

Words: 2347 - Pages: 10

Free Essay

What It Means to Be a Christian

...Patrick Trainor THEO – 104 What it means to be a Christian What it means to be a Christian; hmm. Prior to this class I thought I knew all I needed to know about being Christian: read the bible, attend mass, work hard, and be good to my family, the usual. After going through this course and reading more about the bible itself and conversing with those in the class I definitely feel more enlightened to what it takes to be a Christian. The day to day lives that we all live nowadays tend to consume us so much that I think we forget why we are what we are. And I think this class has helped to reaffirm why I am a Christian. Everyone knows that Jesus was born of the Virgin Mary, but no one actually talks about why this is important; to them or to Christianity. To me this is kind of like a director foreshadowing in a movie. GOD was able to see that having Jesus born of a virgin would only enhance the believability of his deity by having this occur. Human skepticism is way too advanced and this just seems to be the obvious reason for setting this up this way. Just think had Jesus been born of a normal woman, in a normal setting, normal family, everyone would just assume he was normal. There would be no added credence to his power, knowledge, and compassion. It has in many ways added incentive for people to believe in him. So GOD was able to see into the future that we as a race would question, protest, and even take contrarian points of view in a unified opposition had this not...

Words: 1246 - Pages: 5

Free Essay

Interkulturelle Kontakte Der Touristen Aus Japan Auf Dem Internatonalen Reisemarkt

...usw. und so weiter Zit. Zitiert ABBILDUNGSSVERZEICHNIS Abb. 3.1: Die Anzahl der Outbound Touristen pro Monat in den letzten drei Jahre7 Abb. 3.2: Die Anzahl der Outbound Touristen nach Asien in den letzten drei Jahre7 Abb. 3.3: Die Anzahl der Outbound Touristen nach Amerika, Mikronesien und Ozeanien in den letzten drei Jahre 8 Abb. 3.4: Die Anzahl der Outbound Touristen nach Europa in den letzten drei Jahre8 TABELLENSVERZEICHNIS Tabelle 3.1: Japans Outbound Touristen5 Tabelle 3.2 Destination Liste 6 I. II. EINLEITUNG 3.1 Einführung In der heutigen globalen Geschäftsumfeld ist es wichtig, dass Hospitality Professionelle, Lehrende und Lernende ein Verständnis für die Auswirkungen und die Feinheiten mit internationalen Geschäft verbunden zu gewinnen. (Yamaguchi et.al 2000, S.202) Im Jahr 2000 reisten mehr als 17 Millionen Japaner zum Ausland, das war etwa 150-mal die Zahl im Jahr 1964, wenn die Beschränkung auf Auslandsreisen offiziell entfernt wurde. Die Stärke des japanischen Yen und das Streben nach globaler Beteiligung erklären dieses kontinuierliche Wachstum. (Moon 2009, S. 147) 3.2 Ziel der Arbeit Das Ziel dieser Arbeit ist die heutzutage Erscheinungen der Reise von japanischen Touristen anzuzeigen. Ob sie auf dem internationalen Reisemarkt positive bzw. negative Auswirkungen hat, und welche kulturellen Besonderheiten müssen die Tourismus Personellen beachten, um vor allem kulturelle Problem zu vermeiden. Ein......

Words: 3515 - Pages: 15

Premium Essay

Customer Relationship Management

...Relationship Management A Framework for Customer Relationship Management 3 main topics of the article 1. Old and new marketing approach differences – what are the reason for the shift in the marketing approach Old | New | Transaction based | Reaction based | Mass advertisement | One to one marketing | Price oriented product | Customized | Acquisition | Retention | Indirect communication | Direct communication | | | Transaction Marketing (old approach) Just one exchange between company and customer and this is the product from company to customer and money from customer and company. Main objective is to maximize the profit out of this single transaction therefore there is a strong need to acquire more and more customers. Relationship Marketing (new approach) Main difference between TM and RM: multiple transactions between company and customer. Objective: to maximize Profit out of multiple transactions with a single customer. The profit out of multiple transactions with one single customer is called: Customer Lifetime Value Reasons for the shift 80/20 rule (80% of the profit is generated by 20% of the customers) Globalization | competition Acquisition is more expensive Cross and upselling Acquisition vs retention is the main reason for the shift 2. Main objective of CRM * to simplify marketing and sales process * To make call centers more efficient * To provide better customer service * To discover......

Words: 739 - Pages: 3

Premium Essay

Hello

...Referred Customers c Retention 75.0% 80.0% 85.0% Rate d Retained 37,500 32,400 Customers e Total 50,000 40,500 35,640 Customers g Revenue per $389.76 $429.76 $429.76 Customer h Total Revenue $19,488,000 $17,405,280 $15,316,646 I Direct Costs $256 j MaSS mARKETING Cost $80 k Marketing Costs $25 l Total Costs $12,800,000 $10,368,000 $9,123,840 $4,000,000 0 0 $1,250,000 $1,012,500 $891,000 $18,050,000 $11,380,500 $10,014,840 m Profit n Discount Rate o Net Present Value p Cumulative NPV q Lifetime Value $1,438,000 $6,024,780 $5,301,806 1.00 1.14 1.30 $1,438,000 $5,284,895 $4,078,313 $1,438,000 $6,722,895 $10,801,207 $28.76 $134.46 $216.02 Lifetime value calculations are more complex than simple profitability. For this reason, let's look at this chart line by line. For convenience, we will refer to each line by its letter (a) as we go. We will begin with 50,000 customers (e) who were acquired at an average cost of $80 each (j), or $4 million. These customers are not static. They tend to drift away. A year later, only 75% of them are still using their card. Their retention rate is 75% (c). Of those who remain, the retention rate increases to 80% in Year 2 and 85% in Year 3. Some of these customers are encouraged by marketing efforts of $25 per customer per year (k) to become advocates and get their relatives and friends to take out the card. This results in a referral rate (a) and three thousand referred customers in Year 2 (b). The revenue per customer (g) is......

Words: 937 - Pages: 4

Premium Essay

Why Segmentation

...Segmentation? Introduction and Definition When it comes to marketing strategies, most people spontaneously think about the 4P (Product, Price, Place, Promotion) – maybe extended by three more Ps for marketing services (People, Processes, Physical Evidence). Market segmentation and the identification of target markets, however, are an important element of each marketing strategy. They are the basis for determining any particular marketing mix. Literature suggests the following steps: Market Segmentation 1. Identification of customers‘ needs and market segments 2. Develop profiles of resulting market segments Positioning 5. Identification of differential advantages in each segment 6. Development and selection of positioning concepts Identification of Target Markets 3. Evaluation of attracti vity of each segment 4. Selection of target segments Marketing Planning 7. Development of a marketing mix for each segment according to the chosen position Adapted from Kotler and Doyle The importance of market segmentation results from the fact that the buyers of a product or a service are no homogenous group. Actually, every buyer has individual needs, preferences, resources and behaviors. Since it is virtually impossible to cater for every customer’s individual characteristics, marketers group customers to market segments by variables they have in common. These common characteristics allow developing a standardized marketing mix for all customers in this segment. Definition: Market......

Words: 1726 - Pages: 7

Premium Essay

Promoting Health Education Unit 20

...P1 In this assignment I will be explaining three different approaches to health education. I will also be giving examples of each approach being used and lastly I will also be explaining the role of the health educators in these approaches. The three approaches I will be talking about are as follows; social marketing approach, two way communication and community development approach. Health education is usually used to give information and advice of the knowledge and skills that the professionals have gained in their sector in order to change the behaviour that affects health an example of this could be using social marketing by putting posters up in busses about eating healthy. Health educators come from a wide range of professions including teachers in schools, social workers who work with adults and young children, practice nurses in wards and hospitals and even care homes, health visitors that come out to individuals and leisure centre staff who work in gyms. Health education uses different approaches to promote health education and some of the approaches that are used and are being used I will be talking about within this assignment. Prescriptions were introduced 1952 smoking and cancer link introduced 1954 2000 NHS walk in centres introduced 2007 smoking ban introduced This time line links in with my campaign and shows how health improved over the years within drugs and other substances for an example smoking ban in public bases resulted in...

Words: 3278 - Pages: 14

Premium Essay

Sdf, Sjdfhlajkjfl;

...Consumer Sciences, Vol 31, 2003 The importance of apparel product attributes for female buyers Ernest J North, Retha B de Vos and T Kotzé OPSOMMING Die doel van hierdie artikel is om die bevindinge van ‘n empiriese ondersoek te rapporteer wat uitgevoer is om vroulike verbruikers se aankoopbesluite vir ‘n kledingstuk te ontleed wat gebaseer is op die waarde wat hulle aan sekere eienskappe van die produk heg. Alhoewel menige studies in die verlede verbruikers se houdings jeens produkte en hul eienskappe gemeet het, is die moontlikheid van die effek van interaksie tussen die attribute oorgesien. In die Suid-Afrikaanse konteks het die literatuurstudie getoon dat daar ‘n behoefte is aan ‘n studie om te bepaal wat die waarde is wat vroulike verbruikers aan sekere produkeienskappe heg voordat aankoopbesluite gefinaliseer word. ‘n Vraelysopname is as primêre data-insamelingsmetode gebruik waartydens die respondente versoek is om aan te toon wat hul voorkeure is vir dertig gepaarde kombinasies van die produk en sy eienskappe. Hierdie studie het op vier eienskappe, naamlik handelsmerk, styl, kleinhandelaar en prys gefokus. Hipoteses is geformuleer en voorkeurkeuse-ontleding (“conjoint analysis”) is vir die ontleding van data gebruik. Die bevindinge toon aan dat daar beduidende verskille is in die waardes wat vroulike verbruikers heg aan die eienskappe van ‘n kledingstuk voordat aankoopbesluite geneem word. INTRODUCTION Although the apparel industry seems to be in the maturity......

Words: 6321 - Pages: 26

Premium Essay

Analysis of the Samsung Galaxy Note Commercial

...RUNNING HEAD: ANALYSIS OF THE SAMSUNG GALAXY NOTE COMMERCIAL Analysis of the Samsung Galaxy Note Commercial BUS 620 Managerial Marketing Dr. Patricia A. Ryan February 20, 2012 Analysis of the Samsung Galaxy Note Commercial Advertising is defined as, “Any paid form of non-personal (i.e. through some medium, such as radio, print, direct mail, or e-mail) presentation and promotion of ideas, goods, or services by an identified sponsor.” (Mullins, Walker, 2010 p. 344) Examples of mediums include print ads, radio, billboard, posters, web pages, and television, such as the television commercial by Samsung for their new Galaxy Note cell phone. They created a commercial which was first aired during the recent Super Bowl football game shown on television. This commercial was very effective and showed off some of the Galaxy Note’s benefits, differentiated the product from a very specific competitor, all while targeting a specific market segment. Communicating the Galaxy Note’s Benefits The commercial Samsung created for its new Samsung Galaxy Note found an effective and creative way of showing off some of the Galaxy Notes benefits. The ad takes place in a street party atmosphere and throughout the commercial it displays some of the Galaxy Note’s features, including the new phone’s larger screen size, an included stylus, camera capabilities (both front and back, video and still), and video conferencing. Differentiating the Galaxy Note from competitors “As firms......

Words: 842 - Pages: 4

Free Essay

Media and Eating Disorder

...Anorexia: The Role of Media Hillary Indako University Of Nairobi Eating disorders have a higher mortality rate than any other mental illness. As many as 20 percent of those who suffer from anorexia will die prematurely from complications related to their eating disorder, including suicide and heart problems. While there are many possible causes and triggers for these disorders, the media’s influence on body image cannot be overlooked. The media has been playing a central role on the growth of eating disorders such as anorexia. As adolescents we are convinced with images and messages that tend to further the idea that to be happy and successful we must be slim. Nowadays, It is nearly impossible to open a newspaper or listen to the radio, or turn on a TV without being confronted with the ideas that to be fat is to be undesirable. When adolescents feel as though their breasts, weight or hips don’t match up to those of supermodels and actors, they feel fatally feel secure. This in turn makes to feel insecure about their body image and thus resulting in this eating disorder. Surveys show that there is plenty of evidence demonstrating that the media encourages slimness and weight loss and over-emphasize the importance of beauty and appearances. It appears that beauty and fashion magazines significantly impact the process of identity development in young women, especially with regards to gender-role learning, identity formation, and the development of values and beliefs......

Words: 936 - Pages: 4

Free Essay

Sustainability

...causes and consequences on the firm-level eingereicht am 21.05. 2012 Institut für Marketing und Unternehmensführung (IMU) Abteilung Unternehmensführung Prof. Dr. Artur Baldauf Betreuerin: Tatiana Stettler Universität Bern Wirtschafts- und Sozialwissenschaftliche Fakultät Fachbereich Betriebswirtschaft Frühjahrssemester 2012 von Michel Guillet Haltenstrasse 86, 3145 Niederscherli 10-111-342 +417968069494 michel.guillet@students.unibe.ch Samuel Nussbächer Aarwangenstrasse 9, 4900 Langenthal 09-126-541 +41794748753 s.nussbaecher@students.unibe.ch Bern, im Mai 2012 Inhaltsverzeichnis Abbildungsverzeichnis 3 1. Einleitung 4 2. Risikobereitschaft 5 2.1 Definitonsansätze 5 2.1.1 Allgemeine Definition 5 2.1.2 Risiko in Unternehmen 6 2.2 Ursachen 8 2.2.1 Ursachen für betriebliche Risikobereitschaft 8 2.2.2 Ursachen für betriebliche Risikobereitschaft Isch ds extra zwöiimau z gliche? 9 2.2.3 Ursachen für finanzielle Risikobereitschaft 10 2.2.4 Ursachen für persönliche Risikobereitschaft 11 2.3 Externe Faktoren 11 2.3.1 Externe Faktoren im organisatorischen Risiko 12 2.3.1.1 Komplexität 12 2.3.1.2 Grosszügigkeit 12 2.3.1.3 Dynamik 13 2.3.2 Umweltfaktoren im Unternehmensführungsrisiko 13 2.3.2.1 Grosszügigkeit 13 2.3.2.2 Dynamik 13 2.3.2.3 Besitzstruktur 14 2.3.3 Nationale kulturelle Einflüsse auf die Risikobereitschaft 14 2.4 Interne Faktoren 15 2.4.1 Definiton interne......

Words: 7156 - Pages: 29

Free Essay

Kommunikation Im Bewerbungsgespräch

...Inhalt 1. 2. Einleitung .............................................................................................................................. 2 Die richtige Vorbereitung...................................................................................................... 2 2.1 2.2 3. 3.1 3.2 3.3 1.4 4. 5. 6. 7. 4.1 Die Selbstanalyse .......................................................................................................... 2 Die Unternehmensrecherche........................................................................................ 2 „Erzählen Sie mal etwas über sich“............................................................................... 3 „Was sind Ihre Stärken?“ .............................................................................................. 4 „Wie gehen Sie mit Kritik um?“ .................................................................................... 4 „Warum sollten wir gerade Sie einstellen?“ ................................................................. 5 „Wie würden Sie ein Flugzeug wiegen, wenn keine Waage verfügbar wäre?“ ............ 5 Klassische Fragen .................................................................................................................. 3 „Brainteaser“......................................................................................................................... 5 Bewerberfragen ............................................................................................

Words: 1436 - Pages: 6