Marketing Final Study Guide Essay

Chapter 11-Advertising, Integrated Marketing Communications, and the Changing Media Landscape 1. Integrated Marketing Communications (IMC) and the New Media Integrated Marketing Communications: Approach designed to deliver one consistent message to buyers across an organization’s promotions. TV, Radio, magazines, Internet, Phones Mobil Marketing: Marketing Media that is available in different places such as cell phones or on forms of transportation * Magazines, newspapers and televisions compete with internet, texting, mobile phones, blogs, YouTube, Facebook, and twitter. Out-of-home advertising: Billboards, moveable promotions that are displayed in a broad range of public spaces including tray tables on airplanes, the inside of subways, trains, buses, and even in bathroom stalls. * As the media landscape changes, the money organizations spend on different types of communication will change as well 2. The Promotion (communication) mix Promotion or Communication Mix: Communication tools that may include advertising, sales, promotions, public relations and publicity, personal selling, and direct marketing. Advertising: A message that is paid for and sent to large groups of the population at one time with an identified organization or brand (product or service) being promoted * Advantages and disadvantages: Radio, magazines, newspapers are portable. Radios have many stations and are driving when listening. TV people get up or turn the station. Vehicle: the specific means, such as a particular magazine or a specific television show, within a medium to reach a selected target market. Personal Selling: An interactive, personal, paid promotional approach between a buyer and a seller. (e.g. interviewing for a job, pampered chef, Mary Kay) Public Relations (PR): The process of creating a positive image for a company, an offering, or a person via publicity. Sales promotion: Other forms of promotions (coupons, contests, rebates, mail-in-offers) not included as a component of a communication mix. Trade promotions: Sales promotions aimed at businesses in business-to-business marketing. (e.g. trade shows, sponsorships, event marketing, and special incentives given to retailers, such as extra money, in-store displays, and prizes to market particular products and services) Direct Marketing: Delivering personalized promotional materials directly to individual consumers. Materials may be delivered via mail, catalogs, Internet, e-mail, or telephone, or in person. * Benefits: ability to target a specific set of customers, measure the return on investment, and test different strategies before implementing to all targeted consumers. Disadvantage: Intrusive and many consumers ignore the attempts to reach them Telemarketing: A form of direct marketing that involves contacting people by phone. Do Not Call Registry: Established by the Federal Trade Commission (FTC) in 2008, the service prevents organizations from calling any phone numbers registered with the FTC Direct Mail: A form of direct marketing that is mailed to consumers. It can be personalized and ask consumers to make a certain response. Catalogs are often part of direct mail campaigns. Call to action: In direct marketing, requesting consumers to make a specific response such as a purchase or a call for more information. Direct Response Advertising: Direct marketing that includes an offer and a call to action (e.g. â€Å"Call now and receive a bonus package,† internet provides the preferred direct-response medium because it is less expensive.) 3. The Promotion Mix, Communication, and Buyers’ Perceptions. Factors that Influence Selection of Promotion Mix * Budget Available: the budget available to market a product determines what elements of the promotion mix are utilized. Affects a promotion’s reach and frequency. Reach: The number of people exposed to a message Frequency: How often people are exposed to a message * Stage in the product life cycle: affects the type and amount of the promotion used. Products in intro. stage needs more promotional dollars. * Type of product and type of purchase decision: technical- personal selling to understand features. Advertising used to sell convenience goods and routine purchase items since customers are familiar with the product. * Target Market Characteristics and consumers’ readiness to purchase: organizations must understand how ready different target markets are to make purchases * Consumers’ Preferences for various media: Research is done to find out how consumers want to be reached * Regulations, competitors, and environmental factors: regulations can affect the type of promotion used (e.g. In U.S. tobacco products can’t be advertised on TV) Strength of economy has an impact- weak economy organizations use sales promotions such as coupons (associated risk is consumers may start to expect coupons) * Availability of Media: Plan promotions based on media availability. Crisis or Disasters can cut TV promotion slots. * Push versus Pull strategy: Many manufactures use both strategies Push Strategy: A strategy in which businesses are the target of promotions to products get â€Å"pushed† through their marketing channels and sold to consumers. (e.g. displays in retail outlets for new products) Pull Strategy: A strategy in which consumers are targeted with sales promotions such as coupons, contests, games, rebates, mail-in offers. (e.g. manufacturer promotes on TV and places coupons in the newspaper causing wholesalers and retailers to buy their product to meet consumer demand) Encode: Senders must translate or convert benefits and value of a product or service into a message for the message channel selected. Decode: Receivers interpret messages. Interference (noise): Any distractions or noise that senders and receivers face during the transmission of a message. (e.g. poor reception, poor print quality, problems with a server, low battery) Feedback: Means of telling sellers you saw their information and wanted to try their product.

Cleanliness and Sense of Beauty Essay

Introduction: Human being is the best amongst all the living being in this world. They live in a society, where they don’t only just live for food and shelter. They have to survive sustaining with various conditions, environments, people, customs, cultures etc. So in this society of mankind, human has a lot of responsibility as well as maintenance duty. Discipline makes a human being to do all such activities mentioned above and to lead a life with dignity in the society. And cleanliness is a part of discipline of human life. Sense of beauty is the thing that helps us to justify good and bad aspects of life. Cleanliness: Cleanliness means the sense of remaining clean, neat and tidy. This particular sense is very significant in a man’s life. Because by cleanliness, the nature and type of a person is judged in our society. For an individual, to take proper bath, to wash his/her teeth, to wash his/her clothes regularly and to keep them neat and clean etc are the basic measures of cleanliness. For a family, the duties are like to keep the house clean, to keep everything in a well decorated manner, not to litter anything on the floor, keeping the walls clean, not making the bathroom wet and dirty etc. And the people of a particular area or society, to keep the roads clean, not to throw garbage here and there, not to litter anything on the roads, to use dustbin to throw wastages etc are the sole duties of cleanliness. Sense of Beauty: Sense of beauty is a term that means having a very good taste about everything. This indicates how he/she looks at different things of art, and various things. This sense of beauty is very important too, as this sense justifies between various things and helps us to indicate the quality and beauty amongst things. Sense of beauty also enables us to learn the good and bad, pretty and ugly. From the very childhood parents try to teach this particular criterion of human mind. Importance of cleanliness and sense of beauty in our life: Cleanliness is a great virtue. It is said that without a clean body one cannot have a clean mind. Cleanliness is a religious duty too. In Islam, it is said â€Å"Cleanliness is a part of Iman (faith)†.

Paraphrase, Summary and Quotation Essay Example | Topics and Well Written Essays - 500 words

Paraphrase, Summary and Quotation - Essay Example It was defined by African Americans and given the name Lindy, Jitterbug, or swing. Most of World War II soldiers hailed from the city or the big towns in America by that time. Most rural areas did not have good educational systems and so the minimum requirements in educational cut the rural people. During that time, there were little interactions with other tribes, which prevented learning of other languages other than English. Prior knowledge on shooting did not add value to persons who wanted to join the troops. After joining the army, a soldier received a through shave and given uniforms called combats to keep neat like other soldiers. Additionally, new soldiers received a vaccine to protect them form diseases, viruses, and boost their immunity. The reason behind this is that a soldier’s work involved moving across regions with disease causing pathogens. Life of a Soldier in the World War II proved hard. First, the soldier underwent tough training to keep fit called â€Å"fatigues.† Secondly, World War II soldiers received training on different co mmands by harsh superiors who appeared prone to hardship. The passage records the life of an American soldier who qualified to fight in the World War II. He had distinct characteristics from the soldier of the World War I and spoke English. To qualify, one needed high school education, driving licence among other qualifications. Soldiers received special training after the selection process under a harsh commander. To become a soldier in the World War II, a soldier had to pass various requirements. According to Sulzberger, â€Å"When he went off to serve his country, he had had some high school education; he knew how to drive a car, how to swim, how to do the Jitterbug or The Big Apple or the Lindy† (Sulzberger 125). Other qualifications included ability to speak in English and he needed not have

Six Sigma in Logistic and supply chain Case Study

Six Sigma in Logistic and supply chain - Case Study Example It is not enough for Samsung to implement Six Sigma; the company ought to improve the quality and quantity of communication significantly. It is therefore recommended that the proposals, reports, solutions, project updates and any other information in Samsung’s supply chain be presented with clarity and effectively enough with the gist highlighted so as to allow the recipients to instantly access and comprehend the information being communicated. The other area that Samsung can enhance their efforts is in the training of employees for the Six Sigma initiative. The approach to training is important in this case. An effective training program should not only contain the ideals and principles of Six Sigma, it should be customized along the traditions of Samsung so as not to remove any hitches to its implementation and to eradicate any perspectives of its being foreign. This calls for a deep analysis of Samsung’s company values and integrating elements of these into the delivery of Six Sigma. Integration of revolutionary operations with company traditions has been demonstrated to be most effective for other companies such as Toyota (Liker 2004). Thus Samsung should develop customised Six Sigma Green Belt and Black Belt educational workshops for all key functional managers and the relevant training for all other employees. Antis, Slutsky and Creveling (2003) identify failure to link Six Sigma with the consumers as a major oversight into an otherwise informed and wise undertaking. Samsung should seek consumer opinions from feedback, surveys, social responsibility efforts and even complaints and implement this into their supply chain management. Six Sigma is an undertaking that has impacts to an entire organisation rather than in this case just the supply chain. In doing this, Samsung will link their internal improvements to the wishes of

Retail Marketing Essay Example | Topics and Well Written Essays - 1250 words

Retail Marketing - Essay Example The UK supermarket segment has recently embraced various store formats. Among these supermarkets is Tesco supermarket which has embraced these types of formats: the Metro, the traditional supermarket and the extra formats. Every format is designed for a unique target market, which uses Tesco as the brand (Cox and Brittain, 2000, p. 29). Standard format Tesco supermarket is more often situated within an outstanding distance of city centres and towns. These format stores are situated in particular areas that can accommodate an establishment that is bigger in size, even though space cannot adequately accommodate it. Regarding the consumer’s perspective, the store’s standard format has the capability of offering more varieties of products. Many of the stores’ location in the standard format ensure that the shoppers are not required to have a vehicle to enjoy the benefits of this format. Extra is the flagship format for the new Tesco stores. Tesco’s extra store s in this format are large retail establishments that are often built in out of town locations. They are either built as part of a wider out of town retail projects or as stand-alone operations. Tesco Extra format emphases are on the provision of a wide range of services and goods that are available in the smaller standard supermarket format.  Tesco Extra format products are not only the principal non-food and the core food items but are normally linked within the sector of supermarkets.... Every format is designed for a unique target market, which uses Tesco as the brand (Cox and Brittain, 2000, p. 29). Standard format Tesco supermarket is more often situated within an outstanding distance of city centers and towns. These format stores are situated in particular areas that can accommodate an establishment that is bigger in size, even though the space cannot adequately accommodate it. Regarding the consumer’s perspective, the store’s standard format has the capability of offering more varieties of products. Many of the stores’ location in the standard format ensure that the shoppers are not required to have a vehicle to enjoy the benefits of this format (Berman and Evans, 2004, p. 9). Extra is the flagship format for the new Tesco stores. Tesco’s extra stores in this format are large retail establishments that are often built in out of town locations. They are either built as part of a wider out of town retail projects or as a stand-alone ope rations. Tesco Extra format emphases are on the provision of a wide range of services and goods that are available in the smaller standard supermarket format. Tesco Extra format products are not only the principal non-food and the core food items, but are normally linked within the sector of supermarkets. These Extra format stores stock products include kitchenware, clothing, financial services and products, and electronics. Other auxiliary services and goods that can be bought include petrol and branded food typically sold at petrol stations and in the restaurants located in the stores (Bhatia, 2008, p. 47). Tesco Metro format ensures that the store is in a suitable location that is close to places

Macroeconomics Research Paper Example | Topics and Well Written Essays - 1000 words - 1

Macroeconomics - Research Paper Example The fiscal policy should be used because it leads to increase in disposable income that translates to increase in demand for goods. It also leads to creation of employment translating to increase in consumption rate. Increase in demand eventually leads to enhanced economic growth (Sullivan & Sheffrin, 2003). Expansionary Fiscal Policy entails the government efforts to raise the aggregate demand. It thus involves raising the government expenditure and lowering taxes. This will have the effect of increasing the Aggregate demand and eventually lead to increased rate of economic growth. This can be illustrated by the equation and the graph shown below: (AD=C+I+G+X-M). This policy will also lead to the multiplier effect. When the government spends more, this money is transferred to the people. This means that when a person receives some money, he will spend part of it and maybe save the rest. The money will be transferred to another person who also does the same. Lowered taxes will increase the levels of disposable income which translate to extra spending and eventually higher economic growth. The multiplier effect has significant advantages to the growth of the economy because it leads to creation of employment and increased consumption (Gavel, 2012). When the government increases its expenditure, it implies that there is more activity both in the private and public sector leading to creation of jobs. For instance, if the government decides to spend more on the construction of roads, it means that more employees will be required in offering skilled, semi-skilled and unskilled labor (Gavel, 2012). It also implies that the new projects will require materials from different suppliers who have to raise their production levels. The raised production levels will need extra labor and more people will get jobs. As mention above, the multiplier effect leads to money reaching more people within the economy. These

The benefits of using a web portal in high schools Essay

The benefits of using a web portal in high schools - Essay Example A web portal is a very important tool used to develop scientific knowledge. People bond with one another to develop an education community using web portals. The portal serves as podiums where all the facts, resources, and professional in the field of science can be retrieved (Cappel and Huang, 2007). The portal is a full time available source of information that helps in the growth of the learning community as they engage in discussions, exchange views, and conduct activities that promote learning. Online document libraries available in the portal are constantly updated with latest research findings. Simulation of real life is also made available through the web portal (Cappel and Huang, 2007). 3) Brief relevant background literature A web portal gives information that is assorted in a combined manner. These are sites of information, which developed during 1990s and in 2000. A web portal operates just like an investigative or an explore mechanism (Becker, 2005; Luke, 2005). However, this portal as argued by Becker (2005) has several features or purpose than the search device itself (Becker, 2005). A web portal, provides information a researcher wants to discover or search, as well as certified web portal. Apart from this, it also provides email internet services, entertainment cites to the users (Cappel and Huang, 2007). ... Therefore, the horizontal portal covers several areas, while the vertical portal covers specific areas (Pang et al., 2009). The web portal has the following major functions; search, navigate, provides information or manages content, personalization, push technology, management of tasks, conducts the integration of applications and organizes business infrastructure (Pearson and Pearson, 2008). The web portal aims at increasing student interaction (Preece, Rogers and Sharp, 2002). It provides students with an opportunity to interact with their lecturers and their fellow students, and be more engaged in their studying (Preece, Rogers and Sharp, 2002). It also tends to provide students with learning resources and campus sources from library subject to achieve curses offered online. Through it, the faculty members get accesses to teaching and learning resources. Lectures also use the web to assess their students, record their grades, and communicate the outcome to the students and their c olleagues (Preece, Rogers, and Sharp, 2002). The students can use the site to register for their classes, get access to financial assistance, pay for their tuition, sign up for programs like lunch programs, and indicate any absences (Adonis, 2006). Through it, the school can create communities that interact online that include the students, administration, faculty members, and alumni to work together (Abdous, 2005). A web portal is an online opening where learners can log into a website to access significant information (Townsend, Schaffer & Deon, 2004). Portals are normally used in schools and universities where quick information and school bring up to date available information to a big number of learners within the institution. Education departments

Prevention of Terrorism and Business Continuity Essay

Prevention of Terrorism and Business Continuity - Essay Example The events availed a remarkable case of a widening interdependence of both the private and public sectors in confronting the present-day security challenges. Since the 9/11, the fight against terrorism has been a top political priority for both the government and businesses alike. Governments have a responsibility to prevent and disrupt terrorist attacks, which hinges on coordinated and collaborative relationships between the intelligence, security, and law enforcement agencies. The key motivation has not only been because of the suffering of the victims, but also because terrorist attacks are a direct assault on elemental values of human rights, rules of law, and democracy (Frias, Samuel and White 2012, 483). Terrorism bears a direct impact on the enjoyment of several human rights such as rights to life, liberty, and physical integrity. Terrorist attacks significantly destabilize governments; they also compromise peace and security, as well as social and economic development. One of the prominent themes in the human rights debate encompasses enhanced recognition of the link between business and human rights. The application of the law in relation to the prevention of terrorism often proves to be complex, especially regarding recognition of human rights as outlined by instruments such as European Convention on Human Rights (ECHR) and UN Charter on human rights. Businesses can wield immense power and bear a direct impact on governmental policies and enjoyment of human rights. Businesses bear an obligation to contribute to the promotion and safeguarding of human rights (Ganor 2005, p.149). The preface of the Universal Declaration of Human Rights outlines that all persons and every organ of the society shall endeavor to promote respect for human rights and basic freedoms (Zwitter 2011, p.20).

European imperialism was sometimes supported by the claim that it was Essay

European imperialism was sometimes supported by the claim that it was part of a civilizing mission to other parts of the world. Construct a historical argument - Essay Example Conrad’s Heart of Darkness is partially autobiographical in that it depicts an actual six month journey by Joseph Conrad up the Congo River where he commandeered a steamboat following the death of the Captain in 1890.1 Conrad himself is quoted as having said: Although European colonialism can be traced back to the 13th century the colonizing of Africa began in Africa in earnest around the mid to late 19th century.3 With the transformation from the Victorian era to the industrial era, European politics represented colonial exploits as a means of expanding trade, spreading religion and civilizing backward nations.4 Many historians however have countered this theory by offering views that the advances in modern technology that followed the industrial revolution, particularly the advent of the steamboat, made it possible for Europeans to travel to Africa exploiting the land for raw materials and natives for labour.5 In his book, Tools of Empire, Daniel Headrick explains that: Conrad’s Heart of Darkness takes an approach which is vastly similar to Headrick’s theory of European imperialism. In the final analysis European imperialism was no more than a manifestation of a desire for expansion brought on by the greed associated with industrial growth. In the interim this desire gave way to corrupt power and corrupt rule at the expense of the natives and their civilization. Marlow represents the trusting European who has no reason to doubt that the African conquest is no more than a quest to enlighten and improve upon the quality of life of the uncivilized African. During the journey along the Congo however, Marlow slowly comes to the realization that a combination of greed and disease contributes to a demoralizing conquest. One that is characterized by torture and exploitation of African natives for what appears to be one aim, economic growth. The welfare of the native is the