...Direct-to-consumer advertising of prescription drugs has become a controversial subject. Proponents argue that such communication by the pharmaceutical industry leads to better-informed consumers and improved quality of care. Correctly done advertising can inform the public of certain diseases and Increase awareness about Illnesses. Learning about treatment options can motivate patient to contact their physicians and engage in a more informed conversations about their health concerns. Ads can shape an understanding for symptoms, which increase the likelihood that patients will receive appropriate care for conditions that are frequently under-diagnosed and under-treated. By helping patients identify problems early, Direct-to-consumer advertising can...
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...Abstract Throughout the past four weeks of this Principles of Marketing course, we have had to choose a product and learn about the ways of how to market that product. This essay is going to be discussing how I took the Clorox Green Works cleaning supplies and marketed them by applying the different marketing strategies, pricing strategy, distribution channel taken and how I would promote this item to the consumers. Marketing Strategies for Clorox Green Works Introduction This essay is about the steps taken in order to market the Clorox Green Works products and applying the different strategies to market the product. There are many steps to take to actually market the product successfully in terms of making a profit. Definition of Marketing Marketing is the process of creating communications and delivering the values to the customers, but also building and managing customer relationships that would be beneficial to the company. It is also the process of distributing goods, services, and informational and promotional benefits to the targeted consumers through communicating interactively and also executing the conception of pricing, promotion and distribution of ideas, goods and services. Introduction of Product/Service The product that was chose for the assignments throughout the past four weeks is about the eco-friendly Clorox Green Works products. This product was chosen because everywhere you read is about saving the environment and going green. Although, there...
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...dedicated to their jobs and reviewing the product safety of new drugs versus monitoring the safety. The Therapeutic Products Directorate (TPD) regulating pharmaceutical drugs and medical devices for use. Companies should be in the best interest of consumers providing effective drugs rather than focusing on business investment. The economics of pharmaceutical research and development should invest in research and development rather than strategic alternatives. Furthermore, regulating direct-to-consumer advertising of prescription drugs has a result in increasing economic pressure on pharmaceutical companies. In this article, Lexchin reviews, “after three months on the market, Xenical, a weight loss drug, was prescribed to 78,200 patients and cost $740,000. Similarly, Viagra, an erectile dysfunction drug, was prescribed to 65,000 patients. After one month, Viagra revenue at $1,330,000. Moreover, Celebrex, a pain and inflammation drug were prescribed to 178,400 patients, and cost $2,070,000”...
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...advertisement. The bias of advertising has existed as long as advertising has. Advertising is the art of applying bias to sell. It is the designed to make something attractive, to make something desired, or needed through the act of creating simple psychological games. The creation of fallacies to stimulate a sense of need is the very foundation of advertising. The pseudo logical appeal to emotion presented in such ads stimulates us to buy things like soft drinks, of which none admit to their product as being merely carbonated sugar water, in doing so they create an image, an image we are told is an ideal. (Cline 1) Under law, bait and switch advertising is considered illegal if the seller has no "intent or want to sell" the advertised item. The fact of the matter is, though, that proving such a bait and switch practice can be fairly difficult, as there must be clear proof that there has been an intention to defraud by the seller. That is not to say, however, that such fraud cannot be caught. Bait and switch advertising occurs when a particular item is priced so low that consumers are lured into the store to buy it. This is known as the bait. Once the customer tries to buy the advertised item, they are told that it is sold or they are discouraged from buying it by the salesperson. The store employee may tell customers that the product is actually inferior and try to convince you to buy a more expensive product. This is the switch. This type of advertising is illegal in most states...
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...quality, design, features, brand, packing, services, warranties, returns. Price: List price, discounts, allowances, payment period, credit terms. Promotion: Sales promotion, advertising, sales force, public relations, and direct marketing. Place: Channels, coverage, assortments, locations, inventory, transport. Strategic Marketing Choose de value: STP: Segmentation, Targeting, and Positioning. The marketing staff must segment the market, select the appropriate market target, and develop the offering’s value positioning. Tactical Marketing Provide the value: Product development, service development, pricing, sourcing making, distributing. Communicate the value: Sales force, sales promotion, and advertising. Strategy Formulation: Overall cost leadership, differentiation, and focus. 1) Diagnose Advantages: Consumers can use safely and easily with no risk, and it poised no injury or poising. Target Market: Women Distribution: Direct through national grocery, hardware, and drug chains (Safeway, Kmart…). Pricing: $0.99 – Suggested Retail Price $2.49 (2 unit) – Cost $0.392 – Retail net revenue $0.75. Price Positioning: 5 to 10 times more expensive Sales expenses: $60,000 ($50K for travel, and sales calls - $10K advertising). Advertising: Good Housekeeping Magazine. Sales Forecast: 5 millions of units - Current Sales: Several hundred thousand. Budget: $250,000 for fixed costs. 2) Analysis General Marketing...
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...integrated marketing communications mix strategy for Hewlett Packard Company. More intently, the research shall focus on a strategy that pertains to launching a new HP venture in China. In addition, this essay shall examine the competitors of HP in the Chinese locale, the features of the Chinese market, and the marketing strategies of HP’s competitors in China. It is necessary to define some critical terms that are relevant to the analysis of this essay. Integrated marketing communications involves displaying an idea that relates to marketing communications planning. It distinguishes the benefits extensive plans and it scrutinizes the strategic functions of different communication disciplines (Fill 2002). The marketing communications mix deals with the consolidation of the specific mixes and these are advertising, personal selling, sales promotion, public relations, and direct marketing (Ruskin-Brown 2006). The firm applies the features of the market communication mix to achieve the set marketing and advertising objectives. There is no prescribed formula for stability when working with brands globally. Peculiar Characteristics of Customers in the Chinese Market The Chinese customers exhibit unique traits, and it is paramount for HP to conduct an in-depth review of the consumer...
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..., 2011:141). Firms can build an effective marketing strategy by using the marketing mix as a tool, and it is possible that business will fail if the marketing mix is not correct. The aim of the essay is to analyse elements of the marketing mix. Initially, it will discuss four elements, which are the product, price, place and promotion respectively. Then, it will evaluate the most vital component in the marketing mix, which is the product. The first component of the marketing mix is the product. “A product is a good or service produced by a business or organization, and made available to the public for consumption” (Ashwin and Merrills et al., 2008). Each product has a different feature, which could be the unique selling points of them. Roams and Cota (2008:152) attempt to define this term is, “A unique selling point (USP) is a short statement that explains why a customer should buy from you instead of your competitorsin". For example, Apple Corporation has a unique and independent operation system for their iPhone. It has been argued that there are three levels of product, first of which is core or generic product (Levitt, 1986:361). This is the basic and general physical product, in other words, it is the product that has minimum features and the consumer would expect it to have. In a microwave oven example, it should have enough space inside to put food and it...
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...Mart 302 Essay The Future of Marketing Management Name: Ge Wenbo ID: 7241137 Tutor: Ming Wong Tutorial time: Friday 2 pm Introduction “The organizational environment has two components: general environment (comprising economic, technological, regulatory, and socio-cultural sectors) and market environment (comprising customer and competitor sectors) (Fahey and Narayanan 1986).Most organizations are susceptible to volatility in their market environment because changes in customer expectations or competitor actions can directly affect their performance (Boyd and Fulk 1996). Shifting market structures and competitive dynamics have compelled organizations to collect, analyze, and act on information from their market environment at an increasing pace (Eisenhardt 1989). It is evident that environmental change is an issue that has strong implications for organizations through its extensive debate in business literature. This essay will endeavor to identify and explain why Internet emerge that have taken place in the external environment is important to the air travel industry, and discuss the likely impact on air travel industry and how marketing might be applied to create a solution, and finally this essay will comments about the effect of Internet on the future of marketing. Discussion Fewer than ten years ago, commercial use of the Internet was considered improper. From 1969 to early 1990s, the Internet was restricted to military, academic, and a few corporate...
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...The Abstract This essay discusses the growing importance of visual communication in a global economy. This essay more specifically addresses and investigates the research question: “to what extent is visual communication becoming a profit enabler for companies acting in a global economy?” The research method used in this essay were questionnaires in which a number of anonymous p¬¬eople from different nations across the five continents (America, Europe, Asia, Africa and Oceania) were asked personal questions about communication and their preferences in communicating with different people or machines. Articles and statistical data results from the Web and books in addition to anthropological data statistics that clearly validated the theory. The findings of the research showed that people, according to their ethnicity, cultural background and education, viewed the same message potentially in a different way. The results from the different questionnaires clearly showed that visual communication not only provided a quicker way for people to view and understand a message than text as it has a global understanding of a message, but it was also a global preference for most individuals to perceive a similar message. Thus the results of the findings can conclude that visual communication is efficient due to its possibility of communicating a message Internationally, and to its way of providing quick understanding. Marketing is about advertising, providing awareness to customers...
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...develop your answers as an essay. Each essay you choose should have 250 words minimum. 1. Discuss how marketers of low-involvement products such as soft drinks or paper towels would use various IMC tools differently than a marketer of a high-involvement product such as a personal computer or automobile. Marketers of low-involvement products as soft drinks and paper towels don't have to put a high amount of emphasis on what is the advertising and placement of the products on the contrary high-involvement products do have to be very well advertised with a desired target market, this is because they are basic needs and companies do not desire to give that much of focus on advertising and promotions, they do focus on doing publicity in order to catch more of the attention as possible from consumers and maybe make consumers react to this publicities and be able to interact directly with the customer, which is called Direct Marketing. Also low-involvement products marketers have to focus on personal selling, for example in departments stores sellers from companies are sent in order to make one-to-one interaction with customers, where the product can be shown, explained, used, makes tests, even explanations that why you should choose this product before others. This makes the consumer to feel related to the product, with the possibility of personal interaction they will feel attracted. In high-involvement products you do have to enhance advertising and promotion, companies should...
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...companies have a set of capabilities in the form of resources and management skills, which are not necessarily capable of taking advantage of all market opportunities as effectively. Marketing planning is a logical sequence and a series of activities leading to the setting of objectives and the formulation of plans for achieving them. The marketing plan operates at two levels. The strategic marketing plan lays out the broad marketing objectives and strategy at the corporate level. It analyses the marketing environment, the competitors, the current marketing situation and opportunities. The tactical marketing plan outlines specific marketing tactics, including advertising and promotion, merchandising, channels and service. In large companies this is usually done at the strategic business unit (SBU) level. This essay will formulate a marketing plan for one specific company’s new product for...
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...marketing research to assess their products and formulate their plans for the future. Models of consumer behaviour can influence the development of their products and services , as well as impacting decisions such as; the appropriate locations for their businesses, and development of their marketing strategies. Once companies collect the information regarding consumer behaviours and their purchasing habits, it is analyzed in order to draw conclusions and make informed business choices. The objective is to utilize this information in order to generate the largest possible revenues (Buyer to consumer). Information is gathered through interviews, customer comment forms , consumer inquires and spending patterns gathered through loyalty cards. The information is gathered and the analysis provides insight into products and services being purchased by different demographic groups (i.e., age, gender, ethnicity, etc.), and in different locations. After this is achieved, organizations can then target their marketing and advertising of the right product to the appropriate customer groups who will most likely be purchasing that product. This essay will demonstrate how marketing information systems can provide a powerful information tool that will allow companies to make informed business decisions and mitigate investment risks associated with marketing their business products. This essay will also demonstrate the potential gains from the strategy of utilizing MIS...
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...Essay on Theoretical Understanding and Practical Application of Advertising and Promotion in Business By Sofia Lyondova "Advertising is the nonpersonal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media."(Bovee, 1992, p. 7) INTRODUCTION Information Technology (IT) has become a vital and integral part of every business plan and is changing every aspect of how people live their lives. IT is a driving factor in the process of globalization. Technology is now the forefront of the modern world creating new jobs, innovations, and networking sites to allow individuals to connect globally. It’s much easier to communicate with others than it was just decade ago. This has improved our lives in many ways by allowing us to become more interconnected and knowledgeable about the world. In nearly every corner of the world, we cannot walk down the street without seeing someone talking, texting, or surfing the Internet on their cell phones, laptops or tablet Pc’s. Ten years ago, the only way for people to communicate with each other was meeting face to face or writing letters. However, people living or working in different countries might be unable to meet each other. It cost more money for travelling and sending letters if people lived too far from others. Now days, we are happy with the advance of new technologies such as email, cellular phones, television, etc. Technology...
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...hand but point the finger at two very different groups of people using factual and statistical evidence as well as personal opinions. Although both arguments are very valid, David Zinkzenko’s essay provides the reader with a lot more than opinion. The title in every essay brings it to life. A spunky title will keep your audience yearning to read what the writer has to say, while a boring title will readers doped up on energy drinks to get through what the writer has to say. David Zinczenko’s title, “Don’t Blame the Eater” catches the reader’s eyes. The title as a whole has the audience asking questions about the “eater”, and who blames them? However, the title of the second article, “What You Eat Is Your Business”, by Radley Blanko comes off as arrogant and insensitive to the reader. An example of a less arrogant title would be, “All You Can Eat”, this title would be more pleasing to the reader allowing them to imagine an all you can eat buffet. As a reader, I take immediate offense to the title because of the negative connotation it gives off. Without a strong claim, a paper has no foundation. Both author’s do exceedingly well when providing a powerful claim to their argument. In the essay “Don’t Blame the Eater” Zinczenko expresses his concern for obesity but argues that the consumer is not the one to blame, fast-food companies are. As he emphasizes on...
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...message of the campaign is that there are so many things around us that are amazing and inspiring which can make us feel our life offers limitless opportunities and willingness to give an attempt to achieve dreams. However all these are ignored due to tiredness we feel which are caused because of our super-charged lifestyle. Hence the campaign message is telling us to feel excited, interested and energized once again by drinking Monster Dragonfruit-Pomegranate, which will give the consumer the energy he needs to continuously work on his ambition. Monster Energy Company is going to integrate and coordinate its promotional mix tools of advertising, public relations, personal selling and consumer sales promotion by combining these elements with place, price, and product to position the firm’s offering in peoples’ minds. By doing this, Monster Energy will successfully integrate and coordinate its promotional mix tools for maximum overall impact. The first promotional mix tool is advertising. We are doing message strategy. The objective is to build...
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