...Marketing Tina Frank MKT/421 July 15, 2013 Roger Houthoofd Marketing has taken on new meaning in economic s these days. It used to be that a person heard the word “market and the consumer would think of a store to purchase items needed for personal or home needs. When a person thinks the term “market” he or she usually think of advertisements. In this paper will define what marketing is. The importance of marketing in organizational successes will be addressed with examples of the business world to support the explanation. Marketing is defined as “a process of production and exchange that is concerned with the flow of goods and services from producer to consumer” (Marketing, 2013, na), Marketing is a wide spectrum that starts with people who develop the product to the simplest handling of the product. While in the past marketing of a product was solely done by word of mouth and channels to get merchandise was slow, marketing still existed usually in shops or merchandise stores. With the increase in use of the automobile and paved roads companies have had an easier time to get goods from one place to another. With the invention of the Internet, television, and radio, it has become easier to market items that consumers need and want. With this advance in economics and technology new stores popped up nearly...
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...Lynwood Stewart John Rodman MKTG-451 Professional Seller Interview Paper During the summer of 2014, I interned for Aflac, Inc. and was mentored by a man named Dale Shaddock (see Appendix A). Though the internship proved unsuccessful, I learned plenty from Mr. Shaddock about sales and the life that accompanies personal selling. Before the interview, I viewed personal selling as necessary, but never bothered to delve deeper and conceptualize the reasons behind the importance of personal selling. This assignment has changed my perspective on 5 key aspects of personal selling: teamwork skills, customer value proposition, self-leadership, sales dialogue planning, and the characteristics of sales careers. These aspects give a more comprehensive outlook on personal selling and how it applies to my life. Teamwork is one of the skills that remain an essential part of any organization. One of the first questions I asked Mr. Shaddock was to “Describe the importance of leadership and teamwork in your field?” He replied, “If I can’t rely on my guys and vice versa, how would we anything get done? Teamwork is fundamental at this level.” A very simple response, but when referring back to Sell 4 and the skills that translate to increased sales and organizational performance, it proves relevant. To be specific, understanding the other individuals and showing personal integrity are two teamwork skills that I have come to value highly. Understanding the other individuals is key when...
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...VIDEO GUIDE Advertising: Principles and Practice, 8th Edition Moriarty/Mitchell/Wells Segment 1: AFLAC Summary That wacky, quacky duck brought AFLAC to a high spot among most-recognizable ads and brand names. The insurance company is growing quickly as a result of this greater name recognition. It achieved 89 percent brand recognition in a relatively short time, resulting in $10 billion in sales and about a 25 percent compound growth rate. AFLAC had spent millions of dollars on advertising with little or no effect and almost no market awareness. Clearly, the current strategy was not working. This led the management team to decide to try something bold to increase market awareness. The advertising agency came up with many different ideas, but one crazy one—a duck. AFLAC tested the ad concepts and, as we know today, the duck yielded the highest results. The goal of advertising is to create awareness, while the actual sale comes from the agents selling the complicated insurance products. Discussion Questions 1. What other industries, products, or brands have used humor in advertising to help position themselves in the marketplace? Do you think the strategies have worked? Where wouldn’t humor work? Humor wouldn’t work all that well with serious purchases (e.g., health), but one might think it wouldn’t have worked with something as serious (boring?) as insurance. Might that be because the humor is associated only with the name and not the insurance company’s attributes...
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...Running head: IMC IMC Agency Definition of an IMC agency: What is an IMC agency? Integrated Marketing Communication makes use of various methods for transferring information. All the ways are very well interconnected with each other. It helps to maintain a common essence in the message to be delivered. The core belief behind the interconnection of all the communicating methods is to magnify the impact of the message. Along with the increase in impact, it also helps in increasing the range of the target audience. All the techniques work better in consonance than when they perform alone. All those advertising agencies which blend all the promotional techniques together and make use for branding are termed as Integrated Marketing Agencies (Journal of Advertising research, 1997). These agencies provide creative marketing services which ensure that the marketing budget of the client is efficiently utilized. The IMC agencies provide services either in any specific marketing field or fully integrated strategic marketing service. The structure of these agencies depends on the range of skills and services which they provide to their clients. If the agency is large, the specialist employees are recruited and if the agency is small they employ generalists (Yeshin, 1998). Organizational structure of an IMC agency and their personnel IMC agencies coordinate all the marketing communication tools and sources available in the company into a flawless program which effectively utilizes...
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...Benefits Selling Broker Innovation Lab Benefits Selling Expo eNewsletters Magazine Feedback? Search Twitter Facebook Google+ LinkedIn Read Next Article Best sales and marketing tips: Social media Share This Story Advertisement Home / Benefits Brokers / Sales Strategies Best sales and marketing tips: Old school 100 sales and marketing tips, part 2 Jan 06, 2015 | By Kathryn Mayer Email LinkedIn Twitter Facebook Google+ Share This Story (Image courtesy of ponsulak/FreeDigitalPhotos.net) (Image courtesy of ponsulak/FreeDigitalPhotos.net) Our 100 sales and marketing tips list this year is broken down into 10 important categories. We've already covered social media. This list focuses on old school sales techniques. 11. Forget the group meetings, the conference calls, the social media posts: Meet with clients one-on-one. They still like it. 12. Send cards to your clients for birthdays, anniversaries or Christmas (via snail mail, not just email). Advertisement 13. Always carry business cards with you (and give them out!) 14. Smile. Make eye contact. You know, be a friendly person. 15. Get up early. —F. George du Pont; employee benefits specialist, Aflac 16. Send thank you cards. 17. Be honest and transparent. —Daniel LaBroad, president and CEO, Ovation Health & Life Services, Inc.;...
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...The Duck Who Could Make Business Sing National University Stephan Murillo In the year 1999, the insurance company Aflac was facing big problems. They noticed that customer retention and growth of business were not growing has quickly as they hoped and couldn’t find a way to boost their numbers. They wanted to rise to the level of competition, but in a manageable and unique way. From the struggles of competing came the Aflac duck. Not only would the new mascot be noticed by the right market in the United States, but across the world. International companies across the world in different industries have been using mascots for years. Aflac decided they wanted a memorable, but also stand out against the competition. According to the Daily Finance, Kaplan Thaler Group Advertising Company developed the duck concept when repeatedly saying the name Aflac and noticed is sounded like a duck call (Dailyfinance.com, 2014). When deciding how well the mascot may be received, the advertising agency should commit to a static group design (Malhotra, 2010). The design outlines using two commercials for one organization, one with the new design and the other, the old. From there, you survey the effectiveness of brand exposure and determine if it outweighs the traditional method. In actuality, the average rate of growth for the company before the use of the Duck was 10 to 15 percent, but since has quadrupled (Malhotra, 2010). If the same agency wanted to test the Duck mascot against...
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...Marketing Mix Marketing: the process of conceiving ideas, products and services which are attractive to customers. Goal is to avoid pure competition Target market: group of likely consumers for product and service. Attract them with good marketing mix Marketing mix: shaping the combination of the product and approach to maximize customer value Predict tastes and preferences Attempt to understand human behavior- perception shape behavior, learned behavior over time creates expectations Factors influencing decision: culture, personal preference, economic, time available, life style Cast study: starbucks switching from competitive item to non competitive differentiated product Monopolistic competition structure: Many buyers, few large seller with complete product offering Information about product is no longer complete Sellers now offer very different products Market is not influences by one single buyer or seller Resources are free to move, ease of entry and exit How to find potential customer: segmentation Geographic- city or rural, Europe or middle east. Regional foods ex: Walmart: did it in a small town to avoid competition Demographic – age sex income education tech savvy look for major shifts Psychographic- life style, personality ex: goth Behavior- usage, loyalty, repeat purchase activity: ex: wegmans card Direct your product efforts to a particular segment rather than whole market ...
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...creation of a marketing plan for a product of service. You will propose a “fictional” consumer product or service you wish to bring to market. This final project is designed to walk you through such a task. The components of this project will be submitted in six separate milestones spread throughout the modules of the course. These milestones are the initial product idea (Module One), Part One (Module Two), Part Two (Module Four), Part Three (Module Seven), Part Four (Module Eight) and the full marketing plan (Module Nine). Main Elements of Final Product Marketing Plan Elements (Ten Sections) I. Product or Service Description Describe for the reader what it is that you wish to bring to market. If it is a product, describe the product, its functionality, and how it works. If it is a service, describe the service offering so that the reader understands what they would receive. It is suggested that you create a product or service on your own. Please do not attempt to write a marketing plan for Google or Aflac, as that is beyond the purview of this course. Your description should be complete, including: • Where your company is located • The problem your product/service solves – as seen by the target market (not you) – and to which the target market would say, “Yes, that is a problem and no one has solved it”? • The competitive advantages that you offer • The challenges might you face in the marketing of this product...
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...Chapter 8 PRODUCTS, SERVICES, AND BRANDS: BUILDING CUSTOMER VALUE MARKETING STARTER: CHAPTER 8 Nike: Building Deep-Down Brand-Customer Relationships Synopsis Marketing is all about creating brands that connect with customers, and few marketers have done that as well as Nike. During the past several decades, Nike has built the Nike swoosh into one of the world’s best-known brand symbols. During the 1980s, Nike revolutionized sports marketing. It powered its way through the early 1990s, aggressively adding products in a dozen new sports, including baseball, golf, skateboarding, wall climbing, bicycling, and hiking. In the late 1990s, however, Nike stumbled and its sales slipped. Nike needed to rekindle the brand’s meaning to consumers. To turn things around, Nike returned to its roots: new-product innovation and a focus on customer relationships. This time, Nike shifted toward cutting-edge digital and social marketing tools to interact with customers to build brand experiences and community. Nike is now building communities of customers who talk not just with the company about the brand, but with each other as well. Thanks to efforts like Nike+, along with a host of other new digital and social media approaches, Nike has built a new kinship and sense of community with and between the brand and its customers. The company’s outstanding success results from much more than just making and selling good sports gear. It’s based on a deep-down connection between the iconic Nike brand...
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...Part 1: Defining Marketing and the Marketing Process (Chapters 1–2) Part 2: Understanding the Marketplace and Consumers (Chapters 3–6) Part 3: Designing a Customer-Driven Strategy and Mix (Chapters 7–17) Part 4: Extending Marketing (Chapters 18–20) After examining customerdriven marketing strategy, we now take a deeper look at the marketing mix: the tactical tools that marketers use to implement their strategies and deliver superior customer value. In this and the next chapter, we’ll study how companies develop and manage products and brands. Then, in the chapters that follow, we’ll look at pricing, distribution, and marketing communication tools. The product is usually the first and most basic marketing consideration. We start with a seemingly simple question: What is a product? As it turns out, the answer is not so simple. Chapter Preview 8 Products, Services, Building and Brands Customer Value Before starting into the chapter, let’s look at an interesting brand story. Marketing is all about building brands that connect deeply with customers. So, when you think about top brands, which ones pop up first? Perhaps traditional megabrands such as Coca-Cola, Nike, or McDonald’s come to mind. Or maybe a trendy tech brand such as Google or Facebook. But if we asked you to focus on sports entertainment, you’d probably name ESPN. When it comes to your life and sports, ESPN probably has it covered. W The ESPN Brand: Every Sport Possible—Now Television: From its original...
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... |[pic] |[pic] |[pic] |[pic] | INTRODUCTION TO MARKETING [pic] [pic] | | |[pic] | |[pic] | |[pic] | |[pic] | |[pic] | |[pic] | |[pic] | |[pic] | |[pic] | |[pic] | |[pic] | |[pic] | |[pic] | | | |[pic] |[pic] | Lars Perner, Ph.D. Assistant Professor of Clinical Marketing Department of Marketing Marshall School of Business University of Southern California Los Angeles, CA 90089-0443, USA (213) 740-7127 INTRODUCTION TO MARKETING Background Marketing. Several definitions have been proposed for the term marketing. Each tends to emphasize different issues. Memorizing a definition is unlikely to be useful; ultimately, it makes more sense to thinking of ways to benefit...
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...INTRODUCTION TO MARKETING Background Marketing. Several definitions have been proposed for the term marketing. Each tends to emphasize different issues. Memorizing a definition is unlikely to be useful; ultimately, it makes more sense to thinking of ways to benefit from creating customer value in the most effective way, subject to ethical and other constraints that one may have. The 2006 and 2007 definitions offered by the American Marketing Association are relatively similar, with the 2007 appearing a bit more concise. Note that the definitions make several points: * A main objective of marketing is to create customer value. * Marketing usually involves an exchange between buyers and sellers or between other parties. * Marketing has an impact on the firm, its suppliers, its customers, and others affected by the firm’s choices. * Marketing frequently involves enduring relationships between buyers, sellers, and other parties. * Processes involved include “creating, communicating, delivering, and exchanging offerings.” Delivering customer value. The central idea behind marketing is the idea that a firm or other entity will create something of value to one or more customers who, in turn, are willing to pay enough (or contribute other forms of value) to make the venture worthwhile considering opportunity costs. Value can be created in a number of different ways. Some firms manufacture basic products (e.g., bricks) but provide relatively little value above...
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...MARKETING 7E People real Choices This page intentionally left blank MARKETING 7E People real Choices Michael R. SAINT JOSEPH S SOLOMON ’ U OLLINS NIVERSITY Greg W. MARSHALL R C OLLEGE Elnora W. THE UNIVERSITY OF SOUTH CAROLINA UPSTATE STUART Prentice Hall Boston Columbus Indianapolis New York San Francisco Upper Saddle River Amsterdam Cape Town Dubai London Madrid Milan Munich Paris Montreal Toronto Delhi Mexico City Sao Paulo Sydney Hong Kong Seoul Singapore Taipei Tokyo Editorial Director: Sally Yagan Editor in Chief: Eric Svendsen Acquisitions Editor: Melissa Sabella Director of Editorial Services: Ashley Santora Editorial Project Manager: Kierra Bloom Editorial Assistant: Elisabeth Scarpa Director of Marketing: Patrice Lumumba Jones Senior Marketing Manager: Anne Fahlgren Marketing Assistant: Melinda Jensen Senior Managing Editor: Judy Leale Project Manager: Becca Richter Senior Operations Supervisor: Arnold Vila Creative Director: Jon Christiana Senior Art Director: Blair Brown Text and Cover Designer: Blair Brown Media Project Manager, Production: Lisa Rinaldi Media Project Manager, Editorial: Denise Vaughn Full-Service Project Management: S4Carlisle Publishing Services Composition: S4Carlisle Publishing Services Printer/Bindery: Courier/Kendalville Cover Printer: Courier/Kendalville Text Font: Palatino Credits and acknowledgments borrowed from other sources and reproduced, with permission, in this textbook appear on appropriate page within text. Microsoft®...
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...MARKETING 7E People real Choices This page intentionally left blank MARKETING 7E People real Choices Michael R. SAINT JOSEPH S SOLOMON ’ U OLLINS NIVERSITY Greg W. MARSHALL R C OLLEGE Elnora W. THE UNIVERSITY OF SOUTH CAROLINA UPSTATE STUART Prentice Hall Boston Columbus Indianapolis New York San Francisco Upper Saddle River Amsterdam Cape Town Dubai London Madrid Milan Munich Paris Montreal Toronto Delhi Mexico City Sao Paulo Sydney Hong Kong Seoul Singapore Taipei Tokyo Editorial Director: Sally Yagan Editor in Chief: Eric Svendsen Acquisitions Editor: Melissa Sabella Director of Editorial Services: Ashley Santora Editorial Project Manager: Kierra Bloom Editorial Assistant: Elisabeth Scarpa Director of Marketing: Patrice Lumumba Jones Senior Marketing Manager: Anne Fahlgren Marketing Assistant: Melinda Jensen Senior Managing Editor: Judy Leale Project Manager: Becca Richter Senior Operations Supervisor: Arnold Vila Creative Director: Jon Christiana Senior Art Director: Blair Brown Text and Cover Designer: Blair Brown Media Project Manager, Production: Lisa Rinaldi Media Project Manager, Editorial: Denise Vaughn Full-Service Project Management: S4Carlisle Publishing Services Composition: S4Carlisle Publishing Services Printer/Bindery: Courier/Kendalville Cover Printer: Courier/Kendalville Text Font: Palatino Credits and acknowledgments borrowed from other sources and reproduced, with permission, in this textbook appear on appropriate page within text. Microsoft®...
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...Advertising, Promotion, and other aspects of Integrated Marketing Communications Terence A. Shimp University of South Carolina Australia • Brazil • Japan • Korea • Mexico • Singapore • Spain • United Kingdom • United States Advertising, Promotion, & Other Aspects of Integrated Marketing Communications, 8e Terence A. Shimp Vice President of Editorial, Business: Jack W. Calhoun Vice President/Editor-in-Chief: Melissa S. Acuna Acquisitions Editor: Mike Roche Sr. Developmental Editor: Susanna C. Smart Marketing Manager: Mike Aliscad Content Project Manager: Corey Geissler Media Editor: John Rich Production Technology Analyst: Emily Gross Frontlist Buyer, Manufacturing: Diane Gibbons Production Service: PrePressPMG Sr. Art Director: Stacy Shirley Internal Designer: Chris Miller/cmiller design Cover Designer: Chris Miller/cmiller design Cover Image: Getty Images/The Image Bank Permission Aquistion Manager/Photo: Deanna Ettinger Permission Aquistion Manager/Text: Mardell Glinski Schultz © 2010, 2007 South-Western, Cengage Learning ALL RIGHTS RESERVED. No part of this work covered by the copyright hereon may be reproduced or used in any form or by any means—graphic, electronic, or mechanical, including photocopying, recording, taping, Web distribution, information storage and retrieval systems, or in any other manner—except as may be permitted by the license terms herein. For product information and technology assistance, contact us at Cengage Learning Customer &...
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