...Plan for Google TV Marketing MKT/571 Introduction Team B’s objective is to initiate a successful launch of Google T.V. In an effort to achieve success, we must develop effective communication with our domestic and international markets. Advertisements and promotional programs must be attention capturing and expressed in a way which is impressive to the customer. Our form of technology must be innovative in a way that will appease our targeted audience. These objects will be discussed thoroughly throughout this paper, and communication strategies will be compared for domestic and international markets. Developing and managing an effective marketing communications plan According to Kotler & Keller (2007) communication channels deliver and receive messages from target buyers, and include newspapers, magazines, radio, television, mail, telephone, billboards, posters, fliers, CDs, audiotapes, and the Internet. Effective communication is important to the success and failure of Google TV. Google TV has collected demographics, assessed the need of its services, identified issues, and opportunities, segmented its target market, and established the distribution channel. Google TV is ready to define measurable goals, its message, a budget, and a means to monitor, and evaluate the results. Google TV also needs to identify its form of media and develop a strategy. A goods strategic plan will help Google TV to manage cost and stay within its marketing budget. Google TV needs...
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...Format for Course Outline ------------------------------------------------- Course Details Academic Session : 2015-2017 Term : IV Course Name : Digital Marketing Name of Instructor : Prof. Ami Shah Guest Faculty, if any (Yes /No): No If Yes, Name of the Guest Faculty: _____________________________________ Affiliation of the Guest Faculty: ________________________________________ Number of Sessions to be taught by the Guest Faculty: ___________ ------------------------------------------------- Course Objectives The Internet has become an integral part of our daily lives. It has helped in making information easily available as and when requested. In the era of .com and eBusinesses, brands have created their websites and online stores to keep consumers and prospects informed, tailor make customized offering and interact with them in a personalized manner. Consumers are increasingly turning to the Internet as this is one of the most ‘non-intrusive’ platforms that provide information ‘on-demand’ at anytime that’s most convenient to them. Emergence of social platforms has further changed the digital landscape. Social platforms provide new ways to connect and interact with friends, find and befriend people who share a common interest, build professional circles and voice free opinion on any and everything. In a nutshell, social platforms have helped in community building, exchange of information and honest expression of thoughts...
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...assignment 2 is, “Google Is fixing The ‘Permanently Closed Problem’”. This article is found on marketingland.com and is written by Joy Hawkins on February 26, 2016. The article discusses the problems Google has been facing with their “permanently closed” feature that appears on the listings found on Google maps. The problem is that some of the business’s that appear on the listings as “permanently closed” are not actually closed. Google has gotten thousands of complaints from businesses that feel inconvenienced by this mistake. Most of these mistakes have happened because businesses forget to inform Google that they have moved locations. To solve this problem Google has added a new “moved” feature that is connected to Google maps. With the new “moved” feature, companies’ photos, reviews and followers can still be intact with their new location. The article concludes with some advice on how to use the “moved” feature. This article relates to place, which is a core component of the marketing mix. Place refers to all the activities necessary to get the product to the right customer. The listing of businesses found on Google maps is an effective way for a company to be reached by its customers and promote their products. When a business is wrongly labeled “permanently closed” it is affects the place component of the marketing mix because it is prevents the customers from consuming the business’s products. Many people may overlook the importance of this component of the marketing mix because...
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...Executive Summary - The Google IPO The presentation will demonstrate the different types of fund raising process, and focus on the Dutch Auction as why Google chose such method and why our study object chose such method, then illustrate the result by comparing the latest stock price with the original offering price and demonstrating the purpose of raising the equity with the current performance of the company. Case background and Introduction to IPO Google started out as a research project of determining the importance of a website’s based on the number of pages, importance of those pages and number of backlinks by Larry Page and Sergey Brin in 1996. By 1998, the two genius incorporated Google as a privately held company. Along the years of rapid growth of the company, Google decided to go public and released IPO in 2004. IPO process can be divided into 6 stages namely preparation, planning, pre-marketing, marketing, IPO and aftermarket stage. In preparation and planning stage, issuing firm hires an investment bank as a lead underwriter which aligns with other firms to form syndicate in order to bear the risk. During the pre-marketing stage, underwriter put together a prospectus which describes full business disclosure, management team and strategy of the firm as a key document when marketing the firm. The IPO price and share allocation occurs once the key investors’ expressed their interest in terms of their intended price and quantity of shares. During the IPO stage...
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...management style of Google Inc. We will also evaluate two key changes in the selected company's management style from the company's inception to the current day. Indicate whether or not you believe the company is properly managed. As well as explain senior management's role in preparing the organization for its most recent change. Provide evidence of whether the transition was seamless or problematic from a management perspective. Also we will evaluate management's decision on its use of vendors and spokespersons. Indicate the organizational impact of these decisions. And we will look at managers within the selected company; suggest one innovative idea that could have a positive impact on both the employees and customers of the company. Indicate the approach you will take in implementing the new idea. Lastly, predict the selected company's ability to adapt to the changing needs of customers and the market environment. Indicate one key change in the management structure that may be beneficial to ensuring such an adaptation to change. Evaluate two key changes in the selected company's management style from the company's inception to the current day. Indicate whether or not you believe the company is properly managed today. Provide support for your position. The announcement of Eric Schmidt moving aside as Google CEO to let cofounder Larry Page takeover is a "teaching moment" for CEOs of all kinds of companies. For a crucial decade in its growth, Google was led not by a...
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...consultant who helped practical foundations of modern business once said, "The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself." This day in age there are so many organizations that are trying to sell the consumer the same product and it gets more and more difficult to let the product sell itself. A company needs to market the product and they need to make sure they reach the right audience. There are more communication tools in marketing today then there were back thirty years ago when it was all television and print advertisements. Cell phones have become one of the most popular items in the world, everyone wants or has one. They have made everyday life easier for many people. The general population has come a long way from only using mobile phones to make calls to friends or family, but to checking e-mail, updating social media, checking scores on the game when there is no television available, or even watching the game when there is no television available. Google and Apple are two companies that have been fighting for the top spot in the cell phone industry. The more amazing part of the battle is that both companies can successfully market their products in order to remain on top and continue to fight each other for that top spot. The big focuses on these companies seems to be in advertising, sales promotions, and interactive marketing in order to be the top dogs in the mobile world. When it comes to advertising...
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...More information from http://www.researchandmarkets.com/reports/655280/ Analysis of Google Inc Description: Google Inc. maintains an index of Websites and other online content, and makes this information freely available to anyone with an Internet connection. The company’s automated search technology helps people obtain nearly instant access to relevant information from its online index. Google generates revenue primarily by delivering online advertising. Businesses use its AdWords program to promote their products and services with targeted advertising. In addition, the thousands of third-party Websites that comprise the Google Network use its AdSense program to deliver relevant ads that generate revenue and enhance the user experience. In September 2007, Google completed the acquisition of Postini, Inc., a provider of information security and compliance solutions. In March 2008, the company completed the acquisition of DoubleClick, which offers online advertisement serving and management technology to advertisers, Web publishers and advertisement agencies. Analysis of Google Inc. A complete and comprehensive analysis of Google Inc, includes an overview of the industry the company operates in, a PEST Framework Analysis of the industry, and then moves on to analyzing the company itself. Company analysis includes a history of Google Inc, a business segment analysis of the segments Google Inc operates through, a look at the organization structure of the company, a geographical...
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...Case Study 2: “Searching for Revenue – Google” 1. In determining if Google’s search results are examples of transactional information or analytical information, Google uses both transactional and analytical information. Viewing it from customer’s perspective Google’s search results are an example of analytical information, using the information to make a decision or perform an analysis. From a business perspective each Google search result is an example of transactional information since it is their primary business process. 2. The ramifications of Google’s business if the search information it presented to its customers was of low-quality can drastically affect their business. Displaying links that do not work, links that have nothing to do with the query, or multiple duplication of links will cause customers to switch to a different search engine. If Google’s search results were of low-quality, they would quickly lose business. Since providing search results is Google’s primary line of business, it must display high-quality search results. 3. Explain how the Web site RateMyProfessors.com solved its problem of low-quality information The developers of the Web site turned to Google’s API to create an automatic verification tool. If Google finds enough mentions in conjunction with a professor or university then it considers the information valid and posts it to the Web site. ...
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...Profit Vs. Freedom of Speech: a Cross-Cultural Perspective It is no secret that in a business profit is the bottom line. It is the reason someone starts a company, the reason employees crawl out of bed each morning, and the reason why sometimes ethical values are bent or broken. On the small scale, such as a local grocery, ethics of the owners and employees can be easily maintained because the area they are operating in shares the same values. This, however, is not the case with global businesses. Instead of a local community for profits large businesses rely on the global market, thus exposing and challenging their original ethics for the sake of continued profits. This cross-cultural perspective will examine a recent example of this challenge when the company Google began to expand into the Chinese and other Asian markets. Google is a multi-billion dollar company that was started in the garage of two Stanford students in 1997 (Google, 2012). The initial goal was to produce an internet search engine that would be able to find and provide access to an immeasurable amount of information. Since its inception, Google published several values that were believed to be the essence of the company. Among them were that all focus should be on the user of the product and that any ad revenue should not come at the users cost, examples include pop-up advertising and manipulated searches (Google, 2012). Google also started with a relaxed approach to business, believing that employees worked...
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...SWOT Analysis Balanced Scorecard Strategies & Indicators GMP Corporate Finance Plus Conclusion 2 Intro Intro Swot BalancedScorecard Conclusion introduction 3 Intro Intro Swot BalancedScorecard Conclusion Introduction Intro Swot Scorecard Conclusion Plus GMP Corporate Finance Plus Google is a global technology leader focused on improving the ways people connect with information. Incorporated in California in September 1998 and reincorporated in Delaware in August 2003. Headquarters are located at 1600 Amphitheatre Parkway, Mountain View, California 94043 4 Intro Intro Swot BalancedScorecard Conclusion Introduction Intro Swot Scorecard Conclusion Plus Mission: Google’s mission is to organize the world’s information and make it universally accessible and useful GMP Corporate Finance Plus Major Products: Google Web Search with Advanced Search Functionality Web Page Translation—supports 41 languages Integrated Tools—such as a spell checker, a calculator, a dictionary and currency and measurement converters Google image and book search Google Scholar Google Finance Google webmaster Tools etc. etc. list goes on………. 5 Intro Intro Swot BalancedScorecard Conclusion Introduction Intro Swot Scorecard Conclusion Plus Financial Position: Total Assets stand at US Dollar 31 Billions Total Stock Holder’s equity stands at US Dollars 23 Billions Total Revenues stand at US Dollars 21 Billions...
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...INTERNET MARKETING ACQUISITION PROCESS Case: www.flashgame4fun.com Lahti University of Applied Sciences Degree Program in International Business Thesis Winter 2008 Nguyen Phuong Linh Hoang Tung Lahti University of Applied Sciences Faculty of Business Studies NGUYEN P. LINH AND HOANG TUNG: Internet Marketing Acquisition Process Case: www.flashgame4fun.com Bachelor’s Thesis of Degree Program in International Business, 103 pages, 15 appendices Winter 2008 ABSTRACT Internet marketing is becoming a hot topic in every business sector, and gradually plays a truly important role in any company’s multi-channel marketing strategy. However, how to apply Internet marketing especially how to utilize it to attract more visitors to a certain website is still a big question for a number of advertisers. The thesis mainly covers the acquisition process of Internet marketing after touching upon the basic knowledge of Internet marketing, how the Internet adapts to the marketing mix, as well as companies’ and consumers’ perspectives in pursuing Internet marketing. The two main purposes of this study are to bring a general picture of Internet marketing to its readers and dig into how to drive traffic or attract customers to the Flashgame4fun.com website. The information in the theory part is acquired through many textbooks, articles and websites by using qualitative research method, meanwhile quantitative method is used to collect all important data supporting the case study analysis...
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...Below is a free essay on "Mobile Marketing" from Anti Essays, your source for free research papers, essays, and term paper examples. Mobile Marketing Introduction The mobile market has revolutionized the way we go about our daily business. From checking our email, doing our banking, getting involved in social media and even operating our automobiles, mobile devices are essentially becoming the world's remote control. But what about businesses, and their use of these mobile devices? Companies from all over the world are coming together to create mobile tools which increase business utility and increase overall business value. This report covers a few of those utilities and the businesses that have made excellent use of mobile devices to generate value. America's Obsession Did you ever wonder if you could get good deals when eating out on a Friday night or how about when passing by a store? Well mobile coupons make this thought a reality. Huge brands like Jack Astors, Sears and Leon's are beginning to take advantage of mobile marketing by offering you discounts on the go (Perez, 2010). When you sign up with one of these business' newsletter you will most likely be given the option to subscribe to their mobile advertising service supported by a company called Yowza (Perez, 2010). When you subscribe to this service you are gaining a sense of participation and affiliation with the businesses you love most. Along with this you are essentially linked into a vast mobile...
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...Mutah University ------------------------------------------------- “Effects of viral marketing on fast food restaurants customers’ satisfaction” Done by: - Ala Momani. - Saif Obidat. - Ala'a Al-qadi. Supervisor: Dr. Malek Al-Majali Index Subject | Page | Chapter 1 | | 1.1 Introduction | 3 | 1.2 Study statement | 4 | 1.3 Study questions | 4 | 1.4 Objectives. | 4 | Chapter 2 | | 2.1 Literature study | 5 | 2.2 Previous studies | 6 | 2.2.1 Measure of viral marketing impact on purchasing decision. | 6 | 2.2.2 Determinants of Customer Satisfaction in Fast Food Industry. | 6 | 2.2.3 The Viral makes you aware -How is brand association affected by viral marketing through individual networks? | 7 | 2.3 Fast food restaurants firms’ effort in social media | 7 | 2.4 Dimensions of viral marketing affecting customers’ satisfaction. | 10 | 2.4.1 Promotion | 10 | 2.4.2 Brand Awareness | 10 | 2.4.3 The Brand Trust | 12 | 2.4.4 Brand Association | 14 | Chapter 3 | | 3.1 Conceptual Model and Hypotheses | 15 | references | 16 | Chapter 1 1.1 Introduction Viral marketing is becoming a key instrument in marketing strategies now days, used by a lot of firms to achieve there goals. viral marketing uses the instincts of humans to communicate share knowledge and socialize with each other , due to the wide spread of the...
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...The Future of Email Marketing Along with mobile, new tools and technologies are changing email marketing—is your brand ready? While email remains, for the time being, the most cost-efficient way to connect with customers, many marketers worry that recent developments could hamper its effectiveness. Thanks to recent changes made by various email service providers (ESPs) and the tremendous growth of mobile devices, email marketing is evolving significantly, leaving marketers with little to do but adapt to the advent of new tools and technology in a classic case of sink or swim. Throughout the past year, major changes have occurred in the email marketing realm. For one, many ESPs have changed the rules for email deliverability. Since the new engagement policies took effect, email providers including Google, Yahoo!, Microsoft, and AOL began regulating deliverability based on past engagement. This means that if consumers do not regularly open and click on emails sent from businesses, the ESPs may stop delivering emails from that company, and may divert those messages into the spam folder, even if the user has subscribed to the content in the past. Google, specifically, has made some big adjustments on its own as well. Email billers and marketers were sent into a frenzy when Google announced the introduction of tabs to Gmail inboxes. The objective was to make it easier for users to unclutter their mailboxes by moving certain marketing messages out of their primary inbox and filing...
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...structure because it reveals information regarding who has authority over whom; how and why a company divides the workload by specific people and by groups/teams. Understanding your organizational structure can also reveal important cross-functional relationships to coordinate work efforts for optimum results. It can show where breakdowns can occur in the hierarchy and assist in developing solutions for increased accountability. In this paper, we will discuss and describe the organizational structure of Google and compare their organizational structure to the organizational structure of two other fortune 500 companies, Boeing and Microsoft. We will evaluate how organizational functions (such as marketing, finance, human resources, and operations) influence and determine the organizational structure of your selected organization. Finally, we will explain how organizational design (such as geographic, functional, customer-based, product, service, hybrid, matrix, marketing channels, and departmentalization) determines why each organizational structure works for that company’s needs. Organizational Structure Organizations are designed and structured in such a way to best meet their needs and goals. How an organization is setup can directly impact how successful the organization is in achieving those goals. Without an appropriate organizational structure, a business will not succeed. Organizations large and small can achieve higher sales and other profit by properly matching...
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