Essays on Marketer

Digital marketing is a type of modern marketing that mainly involves the use of the internet. Using mobile phones for this purpose is an upcoming trend in this industry. Recently, the influence of social media has increased significantly in our social life, and the companies have come to realize its importance to maintain their reputation and to solve customer queries on time. Digital marketing includes activities like search engine optimization (SEO), search engine marketing (SEM), content marketing, e – commerce marketing, social media, etc. Search Engine Optimization is the process of analyzing the people’s choice of search on the ...

Reasons for variation in performance rating

In a case where two employees perform the same job, and all of him or her have exemplary ratings, the evaluation team could decide to give one employee a smaller percentage merit because his pay falls within a lower quartile and give another employee a larger merit percentage because his pay falls within a higher quartile. The first quartile consists of individuals who meet minimum qualifications and have no sufficient experience (Kahn & Lange, 2014). This is basically an entry level position where those who are employed require more training to expand their knowledge skills. Due to the nature of ...

Question 1

Neil Borden (1965) is believed to be the first to have used the term ‘marketing mix’ suggested to him by James Cullington’s (1948) description of a business executive as ‘a mixer of ingredient’ (Van Waterschoot & Van den Bulte, 1992). The term, therefore, referred to the selection and mixture of various elements perceived to be useful in the pursuant of particular market responses. To facilitate the practical application of the concept to concrete business operation problems, early researchers working on the model sought to itemize the various influences on a market response that business executives at the time needed ...

Motivation is important in any marketing segment because it stimulates the behavior of consumers. The tension of a need that is not satisfied initiates the motivation process. Marketers should understand the motives that influence consumer behavior so that they can easily convince them to purchase their products. The process of motivating the consumers is not easy because people have different needs, motives, and personalities. The marketers should strive to understand all these aspects for the success of the business. This paper will discuss various challenges and difficulties that the marketers encounter as they try to motivate the consumers. It ...

Consumption Markets and Culture narrates the process by which the hipster community of consumption applies the use of food in portraying their resistance to the mainstream as well as rolling out their identity efforts. The article further points out the hipster's consumption concepts which are the vegetarian options, brand choices as well as avoidance plus deco modification actions. The understanding of these concepts is through the ability to relate to the consumption patterns followed when up taking food preferences. The hipster community forgoes meat consumption with reasons that it is cruel. Also, the brands get treated as exploitative regardless ...

Profosser

Introduction Brand Momentum Inc. is a company that sells its services to other business to help them secure a foothold in their respective industries by showing them how to effectively market their products. BMI serves several major clients, though they are seeking to expand their cliental base through marketing. The options available to BMI are much more limited in scope; this is because of the difficulties associated with business-to-business marketing. BMI can directly advertise its services through various media forms, like magazines or newspapers. The company can also employ new media outlets to market the product, such as LinkedIn ...

Digital Marketing: Mixed Mode Relationship (Hilton Hotels and Resorts)

Introduction Hilton Hotels and Resorts is a Hotel company and business with a global reach in the hospitality sector and offers hotel and resort services under the Hilton Worldwide brand. Conrad Hilton founded the Hilton Company and restaurant business in 1919 in Texas. Currently, the brand has spread all over the world under the flagship of Hilton Worldwide as the parent organization. In the United Kingdom, the company has its headquarters in London in Hilton London Tower. Hilton Hotels and Resorts in the U.K carry out operations in services such as accommodation, entertainment, and gambling. Most of the revenue ...

Introduction

Scientific discoveries and advances have yielded a broad range of technological applications that can be utilized in business settings. Today, business entities can make use of technology to reach their goals more efficiently and comprehensively than any other time in history. Computers are playing a significant role in modern business transactions. Cell phones, GPS, the Internet, and other technological marvels are transforming the way business is conducted. However, these advances are creating new scenarios that come with new ethical challenges. When technology begins to infringe the rights of an individual, then it borders on becoming unethical. Today, computers and ...

Introduction

Brands have existed since ancient times, as evidenced by the fact that individuals have always used unique marks to distinguish their products from those produced by other individuals. However, the main reason for branding in ancient times was to prevent the theft of property. Despite the origins of branding, its main purpose shifted to enhancing the visibility of products as humans engaged in increased commercial activity with each other (Hampf and Lindberg-Repo, 2011, p. 1). Consequently, the concept of brand development arose. Brand development refers to the efforts taken to increase the success of a brand in the market ...

Sales executives should manage effectively company’s accounting and cost projection methods as well as to choose the best distribution channels and the most appropriate sales compensation plans so that to assure firm’s profitability and productivity. Once deciding on the marketing plan, sales managers should focus not only on revenues, but also manage the costs effectively. Profitability analysis should be conducted for both, products and clients (Johnston and Marshall, 2013, Ch.12). However, it is important to analyze efficiency of each salesperson’s work, as it is questioned in the Takamatsu case. The table below shows the overall results ...

A truly good Sales Compensation Plan is called to keep the current salesmen and motivate them to work effectively. Moreover, the plan must be also suitable for the company’s financial opportunities, meaning that small firms may not afford large salaries and incentive payments. In one of the Harvard Business Reviews, and ideal plan is determined to be a contextual—tailored to the type of company’s business and the stage of its growth (Roberge, 2015, n.p.). There are also some criteria that must be present in every sales compensation plan. Specifically, the plan must be simple and clear ...

Research Skills

2016 Introduction The use of social media has mainstreamed the marketing platforms for most companies today. This practice has been so common due to the introduction of digital technologies that connect the entire world. Therefore, information dissemination and realization of connectivity is highly manifested on the social media platform than any other marketing precepts. On the other hand, there has been a massive transition from traditional marketing concepts, even as most companies embrace this new marketing portfolio (Wollan, Smith, & Zhou, 2010). Jingle Clothing Limited Company is not exempt to this massive migration since it needs to catch up with ...

Section one

The research below will present a discussion on Samsung as a preferred multinational company that is originally of a South Korean origin. Notably, it is comprised of several affiliated, as well as, subsidiaries businesses that are mostly united under the brand of Samsung. The company has a significant influence on the economy, politics, culture, media and the development of all other aspects of the South Korean state. Essentially, the revenues of Samsung make a huge chunk of South Korean GDP. The company as a global corporation is present in the six out of the seven continents in the entire ...

Once recruiting, the firm looks for certain personal qualities in the candidate. No matter how good is the candidate, there is always a lot he must be trained for, which is more any business must promote and follow the highest ethical standards and values (Johnston & Marshall, 2013, Ch.10). Statement of Ethics, declared by the American Marketing Association (n.d.) lists the main ethical norms and values to be followed by every salesperson. Among the six values listed, I would emphasize on the following three to be mandatory for the effectiveness of my sales force: responsibility, respect and transparency. Responsibility refers ...

Introduction

Marketing represents a form of communication between business establishments and the consumers with the aim of selling or introducing new products and services. The success of a company’s sales therefore directly relates to the marketing strategies it employs. Through this essay, the author looks at the principle of marketing regarding Portakabin as a major company involved in the promotion of its products. The essay also highlights the elements of the marketing process, the costs and benefits of marketing orientation, the micro and macro environmental factors that affect business, and market segmentation for the company. Additionally, the competitive advantage ...

The Coca-Cola Company

The Coca-Cola Company is the largest leading marketer and owner of non-alcoholic beverage brands, and the largest distributor, manufacturer, and marketer of syrups and concentrates used in the production of non-alcoholic beverages. The firm owns or license and market 500 or more non-alcoholic beverage brands, majorly sparkling beverages but also several still beverages such as enhance waters, waters, juice and juice drinks, energy and sports drinks, and ready-to-drink coffees and teas. Finished beverage products that portray the companies mark, sold in the United States from 1886, are currently sold in more than 200 nations. Coca-Cola Company markets and owns ...

Abstract

The discussion on the shift of power from the marketers and brands to the consumers can be proven with the varied usage dimensions of consumer power tools like ad-block apps. Particularly, this enables the consumers to remove the ads from their web pages. As such, the internet users enjoy fast online page loading and lower data costs. Many factors have contributed to increase use of ad-block apps. It is also clear that the availability of the ad-block apps on iPhones has led to wide use of blocker programs. This has given consumers the power to disturb the marketing ability ...

Marketing has been my childhood dream career, and I am now ready and prepared to undertake duties and responsibilities of a professional service marketer. My future roles in the service-marketing career will involve establishing effective and efficient marketing strategies that improve the organization's competitiveness. In the contemporary business world, things keep changing because of advancements in technologies and daily innovations happening worldwide. People are likely to rely more on technology for communication and other business transactions in the future that they do today. Hence, I will utilize skills, and knowledge gained both in class and through practice to develop ...

Introduction

It can be said that the application of ethics at the business level is as direct and influential to customers as much as the application at the corporate level. The main reason for this is the customer orientation of ethics in the business level strategies and the impact that it creates. The desires, needs and behavior patterns of varied markets are crucial to this segment of organization, keeping in mind the ethics and thus are directly responsible for planning and implementing various levels of competitive strategy plans (Ethics & Corporate Social Responsibility, 2016). There are also four aspects of an ...

Integrative Research Project

Abstract This research project aims to establish how the organization can increase its competitive advantage by requiring supply chain vendors to meet ENOC’s standards. A qualitative research methodology was used, and the research design is to carry out semi-structured interviews over the telephone. The semi-structured interview allowed interviewees to expand on their thoughts and experiences while the researcher guides the conversation to say on the topic. Interviews were performed over the telephone with employees at ENOC and employs with ENOC’s supply chain vendors to collect data. The data analysis was carried out by evaluating the results of ...

Business

Research Paper: Article Reviews Article reviews Introduction: For this section of research, an article review will be carried out on two major research themes causing the problem under analysis. The two selected themes are customer satisfaction and emiritisation. Under each theme, researcher selected and summarized five articles. In total ten summaries were completed. The summaries provide an insight into knowledge relating to the problem under research.

Theme 1: The impact of customer satisfaction

Introduction This theme has been selected because customer satisfaction plays a major role in the business. If customers are not satisfied with the offerings of the business, they can choose not to bring ...

Initiating a small flower business can be challenging because of fear of not obtaining clients or not being able to satisfy fully what customers need effectively. However, to Janet Walsh, there are a lot of opportunities in business that are relevant for an entrepreneur like her. First and foremost, Janet Walsh recognizes that for her business to succeed, she must have clients and so does any good consultant. Thus, consultants take a disciplined approach to finding as well as maintaining client relationship. This requires that they know their market and understand the difference between publicity and public relations. Consultants ...

In this age of globalization and technological advancement and the advent and unprecedented success of the social media, to be able to connect with the prospective customers and most importantly to be able to segment the right customers, is the key for a business to be able to sustain, maintain and grow as an entity. In an article by John Rampton, a regular contributor on the Forbes website, elaborated on the significance of how better data has become an important marketing tool to be able to do segmentation in an effective manner, and allowing the marketers to analyze each ...

The most important thing as to why a marketer should enhance motivation and positive emotions to his or her customers is the need to develop a lasting relationship and enhance competiveness in the market. Which of the following behavior control is the most important in ensuring strong relationship between the market and customers as well as promoting competitiveness?

Arousal

Expression Experience Interaction    All of the above In my opinion, I feel that experience and interaction are the two behaviour controls that are key in enhancing a lasting relationship between a marketer and the customers. This is because experience leads to ...

Stimuli-response method

This model is based on the theory of stimuli and response; where the stimuli elicit the desired response in the consumer. In this case, the marketer must figure out which items the consumer needs and do their best to figure out how to provide the product and make it attractive enough for the consumer to desire and buy it. This model starts with the marketer rather than the consumer; it assumes that the consumer does not know what he or she needs and has to be stimulated using a product or an appropriate marketing strategy (Kotler and Armstrong, 207). ...

My experience

During the past summer holidays, I needed to buy a new phone that would replace my old phone that kept having problems every time. I did not have much money, therefore, I had settled on buying a low cost smart phone with the features that I required. In my mind, I had two brands that I was looking forward to purchase. I was either going to purchase a Samsung galaxy or a HTC smartphone. I had gathered around $ 250 that I was going to use to make the purchase. However, when I went to the phone store, there was ...

Business

iPhone Print Proposal

Introduction

Leadership in technology and innovation is what Apple is all about. The mobile device industry was changed with the company raising the bar of the competition for being the most innovative company that offers the best quality products. After 20 years of dormancy in the tech industry, the brand has expanded into one of the biggest names in consumer electronics owed to the monumental success of the iPod followed by iPhone. Today, the brand became consistent with its product offering paired with exceptional customer experience. The product proposal highlights the new Apple service branded as iPrint. ...

Introduction 3

Methods of accessing digital data 3 Digital Marketing Analytics 4 Social Media Marketing 5 Search Engine Optimization (SEO) 6 3D Printing 7 Customer relations 8 Customer Loyalty 8 Customer Acquisition 9 Customer retention 10 Conclusion 12

References 13

Digital Marketing Introduction Digital marketing is a method which corporates, individuals or even governments and other agencies can use in order to get various product information to reach the customer. It improves the number of individuals and widens the market scope. Digital marketing happens mostly on an online platform where the customer is able to give prompt feedback to the marketer, whether voluntarily ...

Question 1

Clearly there is no doubt that the convergence of communications technologies and Internet networking frameworks have had an intense, societal and worldwide change and effect on how a Global Marketer’s, plans, budgets and implements of international marketing communication campaigns. The Global Marketer can no longer rely on just external proxies such as country specific partner companies, benefactors, or international distributors to properly represent their particular company’s brand, messaging and completely assimilate themselves as a worthy distributor not apt to incorporate into its’ own offerings – a competitive brand. The Global Marketer must now take into consideration, not just ...

Mission Statement

I am an energetic and enthusiastic graduate who enjoys acting with passion and bring positive change in the lives of the people. I believe that challenges enhances innovation, and thus I like working in an eye-opening environment to accomplish my goals. Strengthened by robust organizational and communication skills, excellent reasoning, and analytical skills, I seek to move into a career as a junior marketer and future become a world-class marketer. My core values facilitate the way I do things, and I am expecting that they will help me to achieve my goal of becoming a successful marketer.

My core values are as follows:-

Industrious Creativity ...

An Assignment Submitted by

Key Challenge Google is a large corporation that net worth is $367.6 Billion (Forbes, 2015). The company evolved quite fast since its formation in the 1996 by introducing the most popular online research engine. However, after intensified technological advancement and emergence of new innovations, it became more difficult for Google to maintain stable growth and constant evolvement. The key challenge faced by the company is decreasing of its net growth. According to the last estimations, the percentage of Google’s net growth decreased from 19.1% to 7.7% in 2016 and estimated 7% in 2017 (E-marketer, 2016). This problem may ...

Item 1: Marketing Strategy Planning

The process of marketing strategy planning involves creating the best opportunities and formulating a plan that provides superior value for target customers thus providing a competitive advantage for the firm. Marketers cannot directly control the environment, but they can influence it. This can be achieved by scanning the environment continually by the marketers and by looking for potential threats and opportunities. Managers in marketing need to understand the competitive environment. There are key issues that need to be considered when understanding the environment. These issues include: analyzing the competitor, this requires an approach that is organized so as to ...

Introduction

Global marketing is implementing a marketing strategy across several markets around the globe. Global marketing can prove to be beneficial to the company, as it will save us resources, efforts, and guarantee high levels of consistency between all activities and in-market branding. The subsequent paragraphs are a discussion of the strategic global marketing plan and a recommendation why it will prove to be beneficial to the company by promising big deals of revenue if implemented. The rationale as to why I am advocating for the company to make the globalization move is based on the five global considerations every ...

Introduction:

Every process have a key denominator in terms of its execution and mechanics, marketing as a process is primarily focused on communicating the offerings and services of a product or a service, by an organization or an individual, to cater to a paying pubic, the processes that takes place that ends with the consumer buying is the marketing process. The consumers are central to all the marketing activities that take place and the most significant aspect that needs to be taken into account is that the needs and wants of the consumers are aligned with the marketing communicating to ...

Introduction

Modern technology has brought tremendous changes in the way business firms operate. Processing information and arriving at optimum choices have become easy for customers as new virtual tools are taking their space every day. The development of mobile internet technology along with the expansion of the existing models of computer application has opened new opportunities and challenges in the current day business environment. The concept of virtual socializing is the basis for the operation of almost every kind of business irrespective of their size and location.

In Person Cold Calling

Today communication facilities like email, voicemail, and social media marketing have become the ...

Abstract

Healthcare sector in the United States has undergone significant changes over the last decade, particularly during recent global recession. As a result, the intensity of competition has greatly increased the U.S healthcare industry. Hospitals and physicians rely extensively on marketing efforts so as to attract more patients and thereby enhance their revenue growth. Regardless of the negative impacts of healthcare marketing, it can assist the country’s healthcare sector to improve its overall patient outcomes in the long-term.

Introduction

Currently, the US healthcare industry is undergoing significant shifts as US people are increasingly concerned about their health today. One of ...

Business Network

Abstract Over the last decade, the competitive business environment has seen significant changes. Corporations use business networks instead of traditional marketing methods. High-tech companies and large industries have a challenge of aligning their management to suit this new trend. The management has to look far beyond regular clients and suppliers, into a complex web of companies establishing research and development networks, reliable supplier’s web and ambitious partnerships. SMEs are also adopting and implementing the business coalitions in their operations just like their large corporation counterparts. The goal of business networks is to enhance competitive advantage and draw closer ...

SBH did not establish the needs of its audience before rolling out the marketing campaign strategy. Had the organization conducted an elaborate research study, the television campaign would have achieved the anticipated results. Therefore, the apparent lack of improvement indicates that the needs of the target audience could not be satisfied through a television advertisement, but through a different marketing strategy. Indeed, it appears the SBH’s marketing team has a limited grasp on the nature of marketing. According to Menon et al. (2015), marketing has a series of processes, and it starts with a marketing research that determines ...

Career investigation is an important exercise as it helps a lot in assisting an individual identify personal skills and match them to possibly related occupations. Also, it helps a person to learn more about a career of interest and what to do to pursue the profession (Harrington, Niles & Garraway, 2006). Therefore, this paper is going to give a report of a career investigation in the marketing profession. It is essential to note that the career investigation exercise was carried out through “GIOADA problem solving process” (Goal setting, Information collection, Options identification, Analysis of the alternatives, Decision making and Action ...

Introduction

This report is a critical analysis of Mitsubishi Motors Corporation in relation to change management. Mitsubishi is in the process of selling its only functioning plant in the United States located in Illinois. The paper will critically analyze and review the features of change and how it can be managed and controlled on the basis of the Kotter’s 8-Step Approach.

Company Overview

Mitsubishi Motors Corporation is multinational automotive manufacturer which originates from Japan and has its headquarters in Tokyo. It is the sixteenth largest producer of cars in the world. Mitsubishi acquired a manufacturing plant in Normal, Illinois in 1988 ...

Introduction

As an internationally recognized manufacturer, retailer and marketer, Coca Cola is the undisputed market leader in the global non-alcoholic beverages market. Its current operations capabilities allow it to produce, market and retail over 500 different brands in almost every country in the world (The Coca-Cola Company, 2016). This corporation runs a unique franchised distribution system such that the parent company produces the iconic syrup concentrate and sells it off to numerous licensed bottlers all over the globe. Each of these licensed bottlers operates in an exclusive zone. The parent company has its headquarters in Atlanta, Georgia and originated from ...

Personal Assessment and Sales Evaluation

Executive Summary

This paper is written on January 2016, at a younger career development phase as a marketer. The paper is a self-evaluation plan that discusses my personal potential, my dimensions of life and even my successful life. This article is written for my personal development through self-evaluation; however, this paper is partly for my professor, as it is an assignment. Hopefully, this exercise will enable me deeply uncover the deeper parts of my personalities and capabilities that have been unknown to me. The exercise also hopefully allows me to learn different techniques required for my marketing profession.

Scope of Paper

The ...

Before a product is launched into the market, the manufacturer must have a well define and laid out pricing strategy for the product. A pricing structure is the framework which outlines the cost and the final end user price for a product. Pricing therefore is the process of the marketer using the four Ps of marketing. In this regard, price is the only P that generates income among the four. The process of structuring the price of a product in this case is to be done by considering: cost, price, channel margins and selling price. The following is a basic process followed by marketers ...

VALS lifestyle profiles

After taking the survey, I found my primary lifestyle profile is an experiencer. An experience is an individual with high energy levels and takes on into a new challenge with vigor. Additionally, I am motivated by the need to express myself. As such and experiencer consuming patterns are impulsive with the need to possess a product appearing as soon as they identify it, and without prior consideration of its purchase. This habit is explained by their need to quench rapidly their curiosity of the product in question, and to satisfy their experimental nature. An experimenter/ experience is bored easily with a prospect ...

Discussion: Application of communication mix is much more complex in the wider context as compared to the consumer markets.

Communication mix in marketing is a term used to refer to a unique mix of advertising, sales promotions, direct marketing, and public relations as promotional elements (Eid et al. 2006). It can be applied either in consumer markets (for example, a product aimed at reaching potential buyers) or in wider markets (for example, a charitable organization appealing for donations from potential clients). The five elements of communication mix are used differently in the consumer markets and in the wider contexts as shown in this following paper. The paper also offers realistic and justified recommendations usage of marketing communication mix (MCM) in both ...

P1 Hello Tomorrow, as a global brand platform and direction, strategically positions Emirates as a company that enables global connectivity and momentous experiences. Hello Tomorrow, as portrayed in the company’s integrated marketing communications campaign, creates a brand promise of continued evolution from the travel brand to the global lifestyle brand. The Hello Tomorrow brand platform is displayed in all the elements of the company’s marketing communication mix such as advertising, personal selling, and direct marketing, among others.

The main objective of Hello Tomorrow is consumer empowerment and engagement. It inspires the people to see and explore the unlimited ...

Advantages and disadvantages of Licensing: The Case of Walt Disney Consumer Products, DCP

Introduction

Walt Disney owns and runs the affiliate Walt Disney consumer products, DCP, that extends the organizations main brand, Disney, to merchandise including books, magazine, stationery, animation art, electronics and books through the organization’s lines of business; Disney fashions, Disney foods, Disney toys, Disney health and beauty and the Disney stationery (Jalan, 2008). As a licensor, the organization provides licensing services to foreign companies willing to market the Disney product in various nations, most of which are located in Europe and Asia. Disney Corporation holds and maintains the product ownership through patenting, and only allows the client to ...

Internship Lean 6σ Process Improvement Project

Company: The Promotion Company of Miami

Project Title: TheInternship Lean 6σ Process Improvement Project

Project Date: Spring 2014

Cover photo

Executive summary

Define

Project Charter and Cost Benefit A single document which lists the scope and purpose of the project

The 5 Why Analysis

The problem stated earlier in the discourse can be understood by carrying out 5 Why analysis on the management system in order to establish the cause of the problem and how there was a failure in detecting the problem at its initial state.

Why: a decrease in the sales of wines and spirits:

Decrease in sales volume of wines and spirit may be due to ...

Importance of Global Marketing

Political and legal environment have effects on the companies that want to do their business globally. The political and legal environments are the policies and laws of society and the present government that affect marketing. The political situations include the stable and unstable. This leads to creation of opportunities and threats. Knowing the political and legal environment is important because of the following reasons:

- It helps in the selection and operation in foreign markets- this happens through analysis of the stability of the government that the business intends to operate. The government laws are supporting the business or ...

Introduction

This tagline comes from a popular brand of camera that can best describe the premise behind the YouTube viral video entitled Meet Me at Starbucks. Specifically commissioned by Starbucks, the aim of the video was to capture the very essence of human emotion for a purpose other than just invoking emotions. With technology or without, Starbucks has been able to capture the essence of togetherness among its customers of various age groups.

Since Starbucks was opened to business in 1971, it has carefully grown to become a household name. With the latest advertisement of Starbucks, it delivers the powerful tagline that is ...

Public relation refers to a distinctive management function that assists in establishing and maintaining mutual lines of communication, acceptance, cooperation and understanding between a firm and the public (Theaker. 2001). In the modern business real, firms utilize PR campaigns that utilize both media and non-media connectors.

Media connectors in a PR campaign include the use of newspapers, TV, Radio, Blogs and even magazines (Giannini, 2009). A good example of a current PR campaign that uses media connectors is the Healthy Choice’s use of pairing social coupons combined with blogger outreach (Bedell, n.d.). Healthy Choice intended to grow its client base, and identified ...

- Introduction

Consumer-brand relationships are one of the most important area of concern for businesses as consumers have gained a much more powerful and influential position in the current business environment. The various organizations are striving hard to strengthen and enhance the consumer-brand relationships by connecting emotionally with consumers and increasing sales through consumer loyalty. The present paper aims to analyze the role of culture in forming consumer –brand relationships.

Adam Smith, the Father of Economics also known as the first free-market capitalist, wrote at the closing of the 18th century that consumption is the singular end and function ...

Question 1

Direct marketing is whereby a marketer strives to reach a specific prospective consumer. In this case, a company targets a certain individual who will most likely respond to the advert in a positive manner. A company applies an interactive manner to reach certain individuals; expecting to have a purchase of their products from such individuals. Mass marketing is targeted at a certain mass of people without segmentation. As far as the comparison between these two types of marketing is concerned, their evolution takes center stage. The evolution of mass marketing was brought about by advancements in broadcast media. There was growth in TV audiences and the ...

Annotated referencing

Hollis, N. (2013). The meaningful brand: how strong brands make more money. New York, NY: Palgrave Macmillan. The book tries to identify how the brand of the product has been used by the marketers to unlock the financial development and growth in value. The meaningful and differentiated strategy has been the order of the current market hence making it a hypercompetitive. The book tries to point out the best strategies employed to cater and in fetching high prices. Brands of the products are differentiated in a manner of finding the appropriate large market share. This is in the objective of getting ...

- Identify and describe the 5 goals of advertising.

There are five main goals of advertising. The first goal is getting the attention of the consumer. This means that an advertiser needs to use readable print inside of their advertisements along with colors, diagrams, and pictures. It is also a good idea to use a strong headline for your advertising print. Therefore, the advertiser needs to make sure that their statement attracts the attention of the people that they want to buy their products. The second goal is prompting immediate action. This means that the advertiser wants people to immediately want to buy their products. Sometimes it is a good idea to ...

Make Sure Your Product Innovations Serve Consumer Interest's, Not Corporate Ones

In order to make an advertisement more appealing to the customer, the producers should keep a few things in mind: first and foremost important fact is that the ad should reach out to the consumers/customers. One should do a thorough survey, according to their product, and then brainstorm on advertisement ideas. Another secret of success is that the innovations should always be in accordance with the brand that you want to promote. The brain is a machine which can lead a thought to idea, by innovation, and whatever the innovation might be, the brand must always be kept in mind. The ideas behind ...

Employee motivation is essential in all organizations in order to improve the quality of services provided by them. There are various forms of motivation that are available in a working environment. This persuasion speech is meant to pursue the human resources department of Cooperative Insurance Company that buying mobile phones for workers in the marketing department will help to improve their productivity. The introduction of these phones will also enhance effective communication between the company and the external parties like customers and suppliers.

The introduction of this form of motivation is unique in its own way. For instance, many insurance ...

Islamic Relief Marketing Communications

Islamic Relief (UK), (IRUK), is an NGO that gives humanitarian aid to the needy people by addressing poverty issues, responding to emergencies, promoting sustainable development, and addressing long-term needs of people. With these noble goals, Islamic Relief (UK) needs a lot of help in carefully meeting its marketing communication objectives. This organization does not view other organizations, from the same industry, as competitors, but rather, as similar organizations working towards suffering alleviating, as well as humanitarian relief. Islamic Relief (UK) uses marketing communication strategies in order to create brand awareness, and to receive funding from donor, well-wishers, and other humanitarian ...

The science of marketing and advertisement is an institutionalized practice of psychology, and therefore, the effective marketer would always know how to honey trap the new buyers (Cadwallader, Jarvis and Bitner, 221), and some of the customers respond to utter frankness while others suggest professionalism, and the sales-force has to adhere to different needs and wants of the consumers, and at the end of the day, they have to make sales because they have a professional obligations in this regard, and the half of the process takes place when the salesperson deciphers the method that he or she can use ...

The concept of Family Life Cycle and use in marketing

The family life cycle is a series of stages determined by factors such as age, marital status presence or absence of children (McDaniel, Lamb & Hair, 2011). Marketers usually adopt this strategy in selling products to various groups of consumers. It helps marketers to know the consumption behavior of different family cycle. The major stages of a family life cycle include; This stage consists of young singles living away from their parent’s home or living with friends and relatives. Customers in this group are mainly low-income earners, and they immediately get to spend t what they earn. They see no ...