...Erin Lister s1125903 Business Studies 1 Henry Aitken 24th November 2011 Marketing a) With reference to the readings and your own literature research, outline and critically assess the idea of ‘sustainable marketing’. b) Provide an example of ‘sustainable’ marketing and justify your choice of organisation or brand with reference to their current marketing activities. Sustainability has been defined as ‘the consumption of goods and services that meet basic needs and quality of life without jeopardizing the needs of future generations’ (OECD, 2002). This may be interpreted in a number of ways, but mainly sustainability is all about restricting the amount of resources that are produced, but still making the most out of the resources that are available. The idea of sustainability is now recognised worldwide, and is currently a mainstream issue. This is shown by the growing interest for sustainable issues by consumers. However, even though sustainability has became a mainstream issue, the consensus surrounding issues such as climate change, sustainability and pollution is not a universal concern. Marketing’s role in promoting sustainability is essential as marketing can easily influence the behaviour of the consumer. Marketing is extremely influential in global society, and when used positively and for a good cause, it can encourage consumers to buy environmentally friendly products. However, it can also educate consumers to see the importance in making themselves...
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...Marketers must follow certain ethical, legal, and social responsibilities when appealing to consumers. Marketing ethics means being sensitive to people of all races, ethnicities, and even religions by not marketing products that may offend these groups. Most companies usually create policies surrounding ethics in their marketing. Good marketing ethics is vital to retain long-term consumers. A company should have good social responsibilities in their marketing also. Promotion of good social responsibilities can lead to repeat customers who care about good recycling programs, reuse of recycled products, and even good carbon footprint. Marketers must also follow what is just and legal. Although it is up to the legal system to decide what is best, legal implications usually only harm a company. Bad ethics in marketing could lead to legal action, hurt the company, and cost the company large sums of money. A company in the legal spotlight will lead to bad consumer reviews. Bad social responsibilities can lead to bad customer relationships and turn into legal battles also if there are serious implications. All three of these go hand in hand when describing the obligations of marketers. Ethics, legal, and social responsibilities should all be policies taken serious by companies all around the globe. Companies Exhibiting Good Ethical, Legal, and Social Responsibilities Example #1: Burt’s Bees Burt’s Bees uses many natural ingredients in their products. They also used recycled...
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...Questions for Lesson 1 Define marketing and the two goals of marketing. As a company president, explain why each of the two goals of marketing is important to your company. Give examples. Marketing deals mainly with customers although it can have many definitions. This simplest definition is: Marketing is managing profitable customer relationship. (Kotler & Armstrong, 2008). Marketing has two main goals of attracting new customers and keeping current customers. In my company the goals of attracting new customers and maintaining current customers is essential to keeping the company profitable and relevant. My company Vice GOLD, which is a clothing brand, will be launching soon and our marketing has to be effective. We have good reviews from testing some of our pieces at fashion shows and limited clientele. That is great word of mouth marketing because our current customers are talking about us, and that will get future customers excited when the brand launches. Our current customers appreciate our excellent customer service and creative styles. This makes them want to stay customers because they remember how they were treated during the shopping process. And with them on our mailing list, they are the first to know of new and limited edition styles. Attracting new customers, is important because we want the company to be profitable and be well known in the fashion world. What is the difference between a need, a want, and a demand? Describe the need versus want for the following...
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...IV. Marketing Objectives & Issues 1. Gain 23,400 free app downloads Our target market of the free version is UW students, staff and faculty. We estimate the number of smart phone users at about 58,600 (65% of total UW population) based on research. We predict that 23,400 of smart phone users at UW (roughly 40% of total) will download our free app by the end of the 1st year of release. 2. Gain 20,000 paid/upgraded app downloads Our target market of the upgraded version is UW students, staff, faculty, and U district residents. We predict that 12,000 of free app users will upgrade to the paid version and 8,000 of U district residents will buy the app by the end of the 1st year of release. 3. Generate $5,000 revenue from in-app ads We will put effort into building long-term cooperative relationship with advertisers to make in-app ads the most significant source of our revenue. 4. Develop the new app (complete version of restaurants in Seattle area) The new app will include all restaurants in Seattle area. The estimated release date is one year after the release of the free version. 5. Make at least one major update per quarter to ensure quality Besides bug fixes, we promise to update the information, such as operating hours and locations of restaurants at least one time per quarter to ensure the quality of service. 6. Achieve an operating profit of $ 20,000 in the first year We should control the expense and costs no more than $25,000 to achieve...
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...International marketing is that the company wants to expand their market enter into other countries. If one company wants to enter international market they should think about many things. Such as that people all over the world have different needs and requirements, evaluate marketing environment and the overseas potential of markets has to be carefully scrutinized. International marketing also involves marketing, advertising, and selling a company’s product or brand on a global scale. Many fashions of advertising use this marketing such as television, publications, Internet and so on. An International Marketing strategy is one part of a global strategy. If an international marketing is correct, it will have many benefits for a company. Following is four benefits: Make more effective and profitable about the products. You change the produces and services to learn more. The more you learn, the faster you learn, the more effective can become at the releasing products and services. And then it is easy for the company to enter into the international marketing. This essay is an example of a student's work Disclaimer This essay has been submitted to us by a student in order to help you with your studies. This is not an example of the work written by our professional essay writers. Have stronger competitive advantage More and more competition will appear in the international marketing. So the company should be ready at any time to face to face to the competition...
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...Airlines and Marketing Essay Kimberly Clancy MKT/571 May 9, 2011 Alan Mandel Classic Airlines is a company that wants to be profitable by adapting a marketing concept. The company has to analyze its external and internal environment to determine opportunities any threats that would inhibit the company from success, increase profits and give the company a competitive advantage. A method some companies use to analyze the market he or she works in is the Porter’s Five Forces Model. This technique is used to identify a company’s structure to determine its corporate strategy. This method can be used to any segment of the economy to research for profits and attractiveness (Quick MBA, 2010). The barrier of entry for the company is too steep however; the strong competition in the market displays the company’s profitability. Classic Airline is the fifth largest airline and has been in business for 25 years. The airline has had decreased profits for a few reasons. First, is the public’s increase in the hesitation of flying and the decreasing of reward programs in place. Second, the increase of labor and fuel costs along with customers switching to fly with a different airline. Third, the company is being closely scrutinized and watched from all sectors (University of Phoenix, 2011). This essay will discuss how Classic Airlines has to reexamine its marketing concepts to increase profitability in addition to addressing any concepts that relate to the company scenario. Marketing Concepts ...
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...Question 1 The three key characteristics of a marketing concept are product quality, needs of the customer and market research. Market research – The owner of Britvic, Ralph Chapman realised that during the great depression period many of his poorest customers needed an affordable source of vitamin C. He found a way of bottling fruit juices so that they stayed fresher for a longer amount of time. The idea became an immediate success as it identified the customers’ needs and wants and made them the sole focus of the business. Needs of the customer – Britvic is priced affordably so that anyone can buy and drink their products. The company target younger people with things like packaging and advertisements and target adults and older people with products that have no added sugar and provide them with vitamins and other healthy ingredients. This meets the needs of a wide variety of consumers. Product Quality – Britvic has a constant flow of new and improved products. For example Britvic plan to launch a new Tango product which has no added sugar. It will be called Tango Clear and is designed to attract older consumers due to the new packaging and the all-round healthiness of the product. Improving quality of products attracts new consumers into buying the product as it may offer them something the need or want that the previous item did not offer. Question 2 Britvic’s micro environment has the factors surrounding its organisation as a whole. The company has huge...
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...improved your knowledge, skills, abilities, and yourself in this session through this course. 2. Evaluate the work you did during the session for the class and explain ways you could have improved your performance. 3. Identify topics that you did not understand or successfully implement, and suggest how to improve the course material on those topics. 4. Think of ways you might measure the future effects of what you have learned in this course or your future progress/improvement. 5. State whether you achieved the Course Outcomes (listed on the Module 6 Home page and course Syllabus page). Reflective Essay This class provided important learnings for me and there will be application in my current role as a trainer and marketing leader in the months ahead. As I reviewed the learning outcomes for this class, I believe I increased and improved my understanding of marketing, especially in understanding consumer behavior and the importance of the STP process. Understanding segmentation and conducting research to identify the market in demographics, psychographics and customer behavior helps us to better understand current customers, non-users and describe ideal customers for the future. Targeting helps us to estimate the size and lifetime customer value of segments. Lastly understanding positioning help us to determine how our strategic position compares to competitors and determine how we wish to be viewed by the outside world. The SWOT analysis we completed helped in using...
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...The Importance of Marketing to Organisations in the 21st Century – Apple Introduction: Apple Inc., formerly named Apple Computer, Inc., is an American multinational corporation which is based on designing and manufacturing consumer electronics and related software products. It was established in Cupertino, California on April 1, 1976 and its primary business is to develop, sell and support a range of personal computers, computer software and hardware, portable media players like the “iPod” and more recently mobile phones known as the “iPhone”. Since its birth, Apple has operated in approximately 200 stores in 5 countries and an online store where hardware and software products are sold. The iTunes Store provides music, music videos, television programs, movies, podcasts, iPod games, and audiobooks, which can be downloaded using iTunes on Mac or Windows, and also on the iPod touch and the iPhone. The fundamental reason why Apple Inc dropped “Comupter” from its corporate name was so that it could expand into the other aspects of the consumer electronics market without restricting itself to its initial focus on personal computers. This report will use Apple Inc as a case study to underline the importance of Marketing to Organisations in the 21st Century. What is Marketing? The modern definition and history of Marketing: In an electronic journal called “Broadening the Concept of Marketing”, marketing was defined as involving “product development, pricing, distribution and communication;...
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...Green marketing is the marketing of products that are presumed to be environmental safe. Green marketing consists of all activities designed to generate and facilitate any exchanges intended to satisfy human needs or wants, such that the satisfaction of these needs and wants occurs, with minimal detrimental impact on the natural environment. People believe that green marketing refers solely to the promotion or advertising of products with environmental characteristics. Terms like Phosphate Free, Recyclable, Refillable, Ozone Friendly, and Environmentally Friendly are some of the things consumers most often associate with green marketing. While these terms are green marketing claims, in general green marketing is a much broader concept, one that can be applied to consumer goods, industrial goods and even services. Thus Green marketing incorporates a broad range of activities, including product modification, changes to the production process, sustainable packaging as well as modifying advertising, change in packaging...
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...A MARKETING SUCCESS Ten to fifteen years ago, when I was at primary school, all “adidas” shoes and clothes were fakes, bought at the local market. When I started middle school I got my first pair of authentic adidas running shoes. For my ten-year-old self they were the coolest thing ever – comfortable, pretty and a source of great envy for my classmates. Back then, authentic adidas shoes were rare and we did not even know that other adidas products existed. A couple of years later the adidas logo could be found everywhere – on the streets, in the shops, gyms and schools. Why? What is the secret behind adidas’ success in Estonia? The Adidas Group has never launched advertising campaigns targeted at only one country, so to explain the reason for their success in Estonia we have to take a look at their international marketing strategies. Success of the brand relies heavily on how wise their promotions are. In the promotions of their adidas performance line (a line designed to maintain their devotion to the athlete) the Adidas Group extensively uses sponsorship of sports events, teams and individual athletes. They produce balls for UEFA Champions League matches and FIFA World Cup tournaments. Adidas, also, manufactures the kits for many football teams. The Estonian football team Levadia Tallinn’s kits are supplied by them. Another important thing in successful marketing involves selecting the right target market and correctly identifying and satisfying its needs. To reach...
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...Future of digital marketing for small businesses Businesses are categorized mainly of two types, small scale and large scale business. In order for a business to succeed, advertising is important. Promoting and advertising makes the business known to public. It’s pretty common that people only buy products of companies they know. They won’t even have a look or feel to try other company products or services. Reviews also play a major role for the development of small businesses. Based on the performance, both positive and negative reviews will be given. Traditional and digital marketing are two types for promoting your business. Traditional marketing does not impact business: Traditional marketing includes displaying ads in newspapers, Television...
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...Digital marketing is an umbrella term for anything that involves the Internet or World Wide Web being used for promoting, marketing, advertising, engaging, conversing, branding, or selling. In short, absolutely anything a business does online -- no matter what kind of business that may be -- will fall under the realm of digital marketing practices for that business. So now that we’ve clarified what digital marketing is and why it can be found everywhere, let’s skip to why and how Engineering students and graduates can jump into the field. Why Engineers are in Demand for Digital Marketing Jobs Now, most likely, you, as an engineering student, never really thought of going into marketing when you joined your course -- let alone digital marketing. Maybe you never even considered that digital marketing could be a career option for you at all....
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...Unit 401 Marketing | Qantas Assignment | | | | | | | Table of Content: Subjects Page Introduction 3 Marketing Planning and Auditing 4 SWOT Analysis 5 Macro Environment 6 Micro environment 7 Marketing Research and Marketing Intelligence 8 Segmentation 9 Marketing Positioning 10 Buyer Behavior 11 References 12 Introduction: The Airline companies now a day are mainly depending on marketing to attract new customers and to maintain sustainable relationships with them by promotions, Rewards and Loyalty programs. Qantas is one of those biggest and oldest airlines in the world who managed to keep making profit out of their businesses but still need to keep this profit despite all the challenges and competitions they are facing. By Good planning, have a clear company objective and by Analysis Qantas will guarantee keeping its Group in constant level but the world is changing and buys are effected by those changes so Qantas has to keep between its eyes those variables and act based on it. Marketing Planning and Auditing: Marketing planning is a series of activities and systematic processes used after the setup the main objective for an organization and those steps guides how to achieve the organization goals. Marketing Auditing is part of marketing planning process and it is conducted in the beginning of the planning process and it continue analyzing while implementing the...
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...Marketing Essay 1: Robotic Lawn Mower Put yourself in the position of an entrepreneur who is developing a new self-propelled, robotic lawn mower, similar to the Roomba robotic vacuum cleaner, to introduce into the market. Develop the segmentation, targeting, and positioning strategy for marketing the new product. Be sure to discuss: 1) the overall segmentation strategy 2) characteristics of the segment(s) you might choose as the target market 3) why the target market(s) is/are attractive 4) your positioning strategy. The primary goal of marketing this new, unique product of its generation is presenting its benefit of convenience. The possible target segments will include the elderly and homeowners with lawns in very hot climates. The segmentation strategy will obviously be a concentrated strategy, where one type of product will be aimed at multiple target segments. The characteristic of the first segment, the elderly, is physical disability. When people grow old, the simplest of tasks can become extremely challenging, which makes the elderly a perfect candidate as a target segment for this robotic lawn mower. For the second segment, which are homeowners with lawns in very hot climates, the characteristics may include undesirably hot conditions and potential dangers of hot weather, such as heat cramps, dehydration, and heat stroke. These target markets deem attractive because the product presents a potential solution for a problem associated with the targets...
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