...Non-Traditional Marketing On the one hand it is true that non-traditional marketing can offer great opportunities and has shown great results. It has many advantages that I already listed and mentioned in the answer 1 and 2. Among all other big advantage, non-tradional marketing enable marketers to attract consumer’s attention which is really imported. Moreover the brand is not the one directly communicating on the product: journalists, medias, or consumers will do the job communication for the brand which makes the communcation message even more credible! But on the other hand, I think traditional marketing should still be taken into consideration while preparing the future communication strategy of BMW, especially because of all the drawbacks non-traditional communication entails. Non-traditional communication is quite risky. In fact even if the investment is lower compared with traditional communication tools it doesn’t mean the investment will be more profitable. The efficiency and the success of the campaign is quite uncertain. What if the film is a flop? (see example on exhibit 11 and compare it to the investment on exhibit 14). Actually it is really hard to predict if this is going to work or not. It might be better to prepare a plan B using traditional marketing. Even worse, using non-traditional marketing can do more harm than good to your brand.Like explained above, the marketers do not have a perfect control on it: medias or viewers might not like your product...
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...program in Continuing Education. The author of this article is Arthur M. Langer and it was published in 2002 in Columbian University. My critique based on the five elements which are research question and problems, literature review, methodology, results and findings, discussion. After I read entire article carefully I identified how the article was organized. What author’s thought patterns, his way of thinking, evaluated Strengths and Weaknesses, how can findings be used in practice? This article explained that students should use journals in their studies for their researches. The purpose of this study was to describe the use of learning journals as vehicles for encouraging critical reflection among non-traditional students and to compare variances with studies among traditional students. An objective of the study was to understand how students in a technical computer class reacted to the requirements for learning journals. Qualitative method focused on whether learning journals show to be an effective teaching tool in science-based, adult learning. The purpose of this article critique is to analyze the strengths and weaknesses points for the components of the Langer’ article Langer (2002). Research Question, Conceptual Foundation, Methodology—data collection and data analysis section, Findings and Discussion. Research Question: The research question of the study Langer (2002) was “how using journals for education has impacted the process of learning of older students...
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...Meeting the Needs of Non-Traditional Students Vickie Nylander N537 June 4, 2014 Dr. Bonnie Jean Beardsley Meeting the Needs of Non-Traditional Students The needs of the non-traditional student has become the focus of some institutions of higher learning. A shift in the profile of higher education students has taken place: At many institutions, the “traditional” 18- to 21-year-old student cohort is no longer the majority demographic. This study explores the impact on the academic success of nontraditional students attending a public research university in the United States. Institutional practices, policies and programs that enhance the success of the non-traditional students’ college career are identified. What is the scope of the critical issue? The non-traditional students make up at least 50% of higher education enrollments in colleges and universities. Coupled with these increasing enrollment rates, colleges and universities are now being confronted with the problem of the rising attrition rate among minorities, women, and under-prepared adults. The participation of these students on campus, therefore, has become the focus of a great deal of attention by non-traditional student academics. Non-traditional student is an American term referring to a category of students at tertiary educational institutions. The National Center for Education Statistics acknowledges there is no precise definition for non-traditional student, but suggests that part-time status and age...
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...Balancing Values, Responsibilities and School for a Non-Traditional Student Jwendoline Hernandez Foundation for General Education and Professional Success GEN/200 April 28, 2014 Jillian Folger Values and Responsibilities Everyone at a very young age has values and responsibilities instilled in them. They are life lessons, principles and rules we are expected to live by. Ranging from how to live, what is right from wrong, how to treat ourselves and one another. Notwithstanding, as each lives their own lives each develops their own values and duty, amending old and creating new ones. Taking ownership of the consequences from the choices, decisions and actions one makes is considered by many as having personal responsibility. Traditional versus Non-Traditional Students Nowadays, it is more common to see individuals well in their years returning to school after having their own families and having professional experience under their belt. For many weighing their professional ambitions and family duties. Forbus, Newbold, Mehta (2011) conducted a research that reflects on the differences between the traditional and the non-traditional students’ expectations for the college experience. Noting that the non-traditional differ in interest, social activities, and levels of motivations from their counterparts. For the most part any college student, be it the traditional high school graduate or the non-traditional, have set goals entering postsecondary education. The...
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...Practice: using learning journals in higher and continuing education Teachers College Reflecting on Practice: using learning journals in higher and continuing education Langer (2002) central focus is plainly stated in the introduction, which is “how the use of journals impacted the learning process of adult non-traditional students and how this impact compared to that of traditional students”. The purpose of this article critique is to analyze the strengths and weaknesses of the Langer (2002) article. The body of the critique will develop the five major elements, which begin with the research question/problem to include the author’s purpose for writing the article. The next element is the conceptual framework, followed by the methodology, results/findings of the study, and lastly the discussion. Even though the research question is stated clearly in the third sentence, the use of the terms former and latter in the introduction was somewhat ambiguous because the two comparatives were used early in the paragraph. The article mentioned traditional students, but it was unclear if they too were adults. The reviewer eventually determined that the traditional students were adults because the article stated that the computer technology certification courses were designed for adult students interested in changing their careers. Langer (2002) gave a clear purpose of his study, which was to understand the immediate and extended effects of journals as learning tools for working...
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...postsecondary education. This current trend is worthy of examination by universities as an important segment of their student population; this may potentially be able to increase graduation rates of American college graduates. The increasing number of adult learners enrolling in college can solve the problem with the decline in college graduate rates if a better focus on the unique variables on adult learners is made. Pre-assessments of the adult learner upon enrollment and throughout the degree plan, tailored curriculum and increased accessibility to resources which include effective mentorship to guide students toward success will help increase the graduation rate. Within this essay, I will be using the terms “adult learner” and “non-traditional student” interchangeably. According to Flint (2000), “NCES...
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...NAME INSTITUTION Instructor Date REFLECTING ON PRACTICE: using learning journals in higher and continuing education. Introduction. The article by A.M Langer (2000) explores the effectiveness of applying study journals in enhancing students understanding of technical courses. The author acknowledges existence of other scholarly documents evaluating the influence of journals in improving students understanding of applied courses such as mathematics and physics. He builds on the existing literature to establish a theoretical background of the study in the literature review. The literature review also identifies the knowledge gap that the study carried out by Langer seeks to fill. Langer argues that there is a significant lack of literature exploring the use of journals in enhancing the study of technical courses by nontraditional students (Langer 2000). He carries out a research to establish the effect of using scholar journals by nontraditional students undertaking computer technology classes in the University of Columbia. The scope of the study covers a population of ten students. According to the article, the sampling technique is unbiased as it has equity in gender and utilizes a random sampling method that entails selection of every tenth student in alphephetical order as per the last name. The selected group was required to submit journals to the group of researchers. The researchers sort to meet discrete objectives defined by the study. The objectives included evaluation...
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...(Rolls-Royce) 4 3. BMW Z3 Roadster BMW Z3 Roadster ( 2 1930 328 507 Z1 1,900cc 4 ) Spartanburg (South Carolina) 007 , Won the "Super Reggie" award for the best promotional marketing campaign of 1995. The BMW Z3 2.8 made Editor's Most Wanted Vehicle for 1999 Edmunds.com AUTOMOBILE Magazine awarded the BMW M coupe its 1999 Design of the Year. The 2002 BMW Z3 M Coupe became Top Gear Car of the Year 5 4. Case Questions 1) What is the strategic significance of the Z3 launch to the BMW corporation? Specifically, how BMW was hoping to redefine the BMW brand image? Yuppie Status Symbol Ultimate Driving Machine Biggest → The Best in Luxury/Performance segment : Spartanburg ‘Made in Germany’ ‘Made in BMW’ 4. Case Questions 1) What is the strategic significance of the Z3 launch to the BMW corporation? Specifically, how BMW was hoping to redefine the BMW brand image? Sheer Driving Pleasure Ultimate Driving Machine JOY Is BMW 7 3. Case Questions 2) Who were the main target consumers for the Z3? How did BMW segment consumers for the Z3 launch? Segmentation & Target X 40 Lover of life / 2 / – – Positioning Driving excitement – Emotional fantasy theme BMW 8 3. Case Questions 3) Analyze and criticize the specifics of the marketing communication plans for launching the Z3, Were they successful, how you determine the success? What were the key success factors for the overall communication plan? 007 with MGM 6,000 (125...
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...1 : Introduction To Marketing Marketing is the process used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. It generates the strategy that underlies sales techniques, business communication, and business developments. It is an integrated process through which companies build strong customer relationships and create value for their customers and for themselves. Marketing is the key factor behind the success of a company. Generally a company produces many things which may include different kinds of consumer products, electronic goods or may be many services. Every company spends huge sums of money to these marketing strategies. They employ these specialized people in the field of marketing in lieu of huge remuneration. The chief responsibility of these marketing is to make these products popular and to prepare new marketing ventures so that people develop some sorts of understanding about the company and its products or services. When it comes to marketing, most if not all marketing professionals have a different approach on how to reach consumers. Despite the differences in how consumers are reached, the goal is often the same; encourage consumers to purchase a specific product or service. The obvious way to increase your consumer base is to increase the amount of consumers you reach. Evolution of Marketing Earlier approaches The marketing orientation evolved from...
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...Problems/Opportunity The Moffats hope to see Want become a profitable and reputable business in the near future alongside Spellbound. A lack of financial resources has severely limited the growth potential of the company. Securing financing arrangements is imperative for Want to increase brand preference and see profitability in the near future. Their current marketing plan must be altered in order for the company to look attractive to potential investors or lenders. 3 Stakeholder The most important stakeholders are Bill and Angela Moffat. They have invested a significant amount of time and personal savings into Want beverages. They want to build a business that is strong and profitable on a long-term basis. Thus, if Want is successful, they can benefit from the profits earned and success of the business. In contrast, the Moffats could lose considerable amounts of money and time if the company fails to become profitable. Bill and Angela also face the risk of having two unprofitable businesses by ineffectively managing both Want and Spellbound. It is possible that they may prioritize a substantial amount of effort and resources to stabilize Want, while disregarding their focus and responsibilities in operating Spellbound. This could prove to be an underlying downfall because if Want ultimately fails after concentrating their effort for growth, the Moffats could suffer with two unstable businesses. Decision Criteria 1. Increasing sales to a level that ensures...
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...Marketing Your Business Learning Team B Monique Hickley, Marvin Ray, Richard Brannen, Alonzo Julian, and Coral Nelson MKT/431 May 13, 2013 Joseph Tradii Marketing Your Business Marketing a business brings several components into operation. If a business wants to achieve success it must examine and capitalize on those components. A restaurant business must understand that importance of those major areas of marketing. Marketing a business takes time and accomplishment but when a business tend to maximize on key aspects of marketing that business tends to flourish and challenges any competition. Distribution Channels The number of hands involved when getting products to the end consumer can vary depending on how many producers, wholesalers, and retailers are involved in the channel (Entrpreneur Media, Inc., 2013). Unless the business concept is completely new, most industries have distribution channels involving purchasing goods through wholesalers and producers already in place. In other words, the business does not get to choose the distribution channel, the channel is already chosen for the business (Schindehutte, Morris, & Pitt, 2009, p. 237). Although the business concept presented here follows the traditional restaurant distribution channels in needing products, one of the biggest differences is not in the supplies needed but rather who some of the suppliers are. The restaurant will need to have traditional suppliers for some goods but the majority...
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...MARKETING MANAGEMENT CASE STUDY : Launching the BMW Z3 Roadster SYNOPSIS BMW, a German automobile manufacturer, known for its German engineering and quality, had established itself as a strong brand in the luxury/performance segment in U.S.A. However due to increasing competition from car makers such as infinity, Lexus, Acura, its sales dropped during the period mid 80’s to late 90’s . The case deals with the launch, of the now infamous BMW Z3 roadster, a car that revolutionized and rejuvenated the boring American motor industry back in the mid 1990's. The case talks about the successful first phase launch of this new drop top beauty. It focuses on the customers and how they suddenly picked up the marketing cues and stories depicted by the various promotional parties that were led by James McDowell, BMW's marketing vice president. This was a marketing campaign that gained a lot of merit and success by using unconventional promotion methods to put their product out into the public. The primary methods tried to stay away from the usual billboards and print media. Rather, the marketing teams decided to take the car into the new world of cinema and multimedia, where sound, sight, video and technology would promote the car during a time of accelerated IT growth. The team at BMW decided that since the Z3 was a new unconventional' car, it also required equal unconventional marketing methods to match its identity. The BMW Z3 was a lifestyle car and what better way to put this...
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...Diploma Business Unit 41: Contemporary Issues in Marketing Management Student Name Assessor name Dr. Nittin Essoo Date issued Completion date Deadline 16.03.2015 11.07.2015 Assignment title(s) Learner declaration I certify that the work submitted for this assignment is my own and research sources are fully acknowledged. Student signature: Date: Learning Outcome Learning outcome Assessment Criteria In this assessment you will have the opportunity to present evidence that shows you are able to: 1.1 LO1 Understand the importance of relationship marketing in a contemporary business context explain the concept of knowledge management and its role in relationship marketing 1.2 explain the ways that ICT can support the customer relationship management process in a particular organisation describe the benefits of customer relationship management in a selected organisation make justified recommendations for the improvement in customer relationship management for a selected organisation 1.3 1.4 2.1 LO2 2.2 Understand the 2.3 role of marketing in non-traditional contexts 2.4 3.1 3.2 LO3 LO4 Task no. Understand the 3.3 importance of applying the extended 3.4 marketing mix in the service sector Understand the 4.1 reasons for the increasing 4.2 emphasis on ethics and social 4.3 responsibility in marketing 4.4 T1 carry out a stakeholder analysis for a...
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...BMW’s desire to shift to a ‘non-traditional’ marketing venue for the Z3 Launch? 1. To create a buzz that could be leveraged (From James McDowell – Page 3). 2. It was more cost efficient per dollar spent and made an impact on larger group of publics. 3. Unconventional way of introducing a unique vehicle. 4. It believed nontraditional media resulted in more and lasting exposure. Q2. Do you agree with McDowell that the Z3 launch qualifies as a ‘paradigm shift’ in the marketing for BMW and for marketers in general? Yes, as the results are there to see. Also there were many ‘firsts’ in the world of marketing that BMW team did to grab the attention of potential buyers. 1. Association with a successful movie franchise that resulted in creating a buzz that competed equally with the star of the movie. 2. Not having to spend considerable amount on promotion through a movie star. 3. Helped in sales or bookings when people associated the car with the movie and the star. 4. 9000 pre-bookings as compared to a projected 5000 by December 1995. 5. 50% lesser spend based on share-of-voice/share-of-market rule. 6. Higher impact per dollar spent. 7. Increase in dealership traffic. Q3. McDowell claims that he will never go back to traditional marketing after getting a taste of the non-traditional venue. Do you agree? No, not all the products will be launched with the same zest and zeal. This kind of non traditional approach was taken for the...
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...concern about the effectiveness of traditional TV commercials but also many arguments over the time of TV commercials among many advertisers and marketers around the world. To address this matter, Jeri Smith, president and CEO of advertising research firm Communicus, has recently published an editorial called “Screen Time” in the Marketing Insights. In her piece of writing, she strongly supports the role of traditional TV commercials within an overall integrated advertising campaign which targets mass audiences and clearly points out that TV commercials just need to evolve. In order to convince her target audiences, advertisers and marketers, in her epideictic argument, Jeri analyzes and evaluates the power of TV commercials compared with non – traditional media types. She appeals her audiences by adopting logos with supporting facts and data, making her persuasion even more powerful. Jeri opens her analysis by giving us a thorough background of current marketplace and her key observation on the performance of the traditional TV commercials today: “Interestingly, the traditional TV commercial is still around today, with U.S. marketers spending nearly $80 billion per year on TV advertising.” (para 1). This fact-oriented leading observation followed by more in-depth supporting facts successfully directs her readers to her strong statement without any doubt in mind. To further the persuasion, Jeri continues to discuss the unmatched power of traditional TV commercials versus other media...
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