...Issues in Marketing Week # 2 Paper 5-6-2013 Amy Beechum The two different groups of consumers I chose are teens and adults over 65. Companies market these two specific groups very differently from the means of advertising to the products that they sell to them. Marketers Today have found that teenagers play a large role in purchasing items for themselves and they are the future consumers of the world.Markerters have noticed that the buying power of teens is incredible. It is not uncommon for teens to have debit and credit cards and money in hand to shop with. Marketers will primarily try to advertise on the internet on social media websites such as facebook and twitter because of the amount of time spent on these sites by teens. Marketers will also advertise in Teen magazines or even in bathroom stalls of clubs and teen hangouts. Perception plays a large role when it comes to marketing teenagers. Teenagers have strong beliefs in perception being reality. Marketers need to take perception and turn wants into a must have. Marketing is key in creating buying trends amongst teenagers. If companies can get one group of teens in a specific area to buy a product and start the trend than it will become a domino effect and all teens will have to have the product. The needs and desires of a teenage consumer are very different than those needs and desires of an adult over the age of 65. Marketers realize this and advertise and promote items completely different. When a company or...
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...the best product or service fails. Author Jean-Jacques Lambin believes a marketer has two roles: (1) to organise exchange through distribution and (2) to organise communication. Physical distribution, or Place, must integrate with the other 'P's in the marketing mix. For example, the design of product packaging must fit onto a pallet, into a truck and onto a shelf; prices are often determined by distribution channels; and the image of the channel must fit in with the supplier's required 'positioning'. You can see how Coca Cola further integrate the timing of distribution and promotion in the Hall Of Fame later. In fact, they see distribution as one of their "core competencies". Distribution is important because: Firstly, it affects sales - if it's not available it can't be sold. Most customers won't wait. Secondly, distribution affects profits and competitiveness since it can contribute up to 50 percent of the final selling price of some goods. This affects cost competitiveness as well as profits since margins are squeezed by distribution costs. Thirdly, delivery is seen as part of the product influencing customer satisfaction. Distribution and its associated customer service play a big part in relationship marketing. Decisions about physical distribution are key strategic decisions. They are not short term. Increasingly it involves strategic alliances and partnerships which are founded on trust and mutual benefits. We are seeing the birth of strategic distribution...
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...Contemporary Issues in Marketing Assignment II Cian Feeney 15492758 Declaration I hereby certify that this material, which I now submit for assessment as a continuous assessment project in MN356 Contemporary Issues in Marketing, is entirely my own work and has not been submitted in whole or in part for assessment for any academic purpose other than in fulfilment for that stated above. Signed: ……………………….. Date: ………………………………. Cian Feeney. Introduction The cartoon above highlights the use of online marketing in today’s world. As social media becomes ever more prevalent and the amount of time people spend online increases online marketing becomes a greater and greater tool for marketers and brands alike....
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...INTRODUCTION TO INTERNATIONAL MARKETING INTRODUCTION Managers around the globe are recognising the increasing necessity for their companies and organisations to develop the skills, aptitudes and knowledge to compete effectively in international markets. The emergence of a more open world economy, the globalisation of consumer tastes and the unabated expansion of Internet access globally all increase the interdependency and interconnections of nation economies across the globe. The need for managers to develop the skills to respond to these pressures affects companies of all sizes. In this chapter, the reader will be introduced to the concepts of international marketing, enabling them to acquire an appreciation of the complexities of marketing on an international basis and of how this activity differs from operating purely in domestic markets. In the following sections we will define international marketing, examine the important trends in the global marketing environment and introduce the reader to the international marketing strategy development and international marketing planning process. LEARNING OBJECTIVES After reading this chapter you should be able to: I I I I Explain and use the SLEPT factors to assess international markets Discuss the differences between export marketing, international and global marketing Understand the criteria required to evaluate a company’s international marketing strategy Appreciate the key steps in the international marketing planning process ...
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...MKTG 445 March 23, 2015 RadioShack Over the last 20 years, RadioShack has seen a decline in sales, market share, and overall popularity. The plummet in stock is astonishing, as it went from $78.50 in 1999, to $2.66 in 2013; and they are now valued at only $270 million as an international retail chain. In the last few years, they have faced stronger competition and continuously fail to target a niche market. This means that they have not established a group of people to market to, or a certain set of products in which to successfully sell them. Being in the electronics industry is always dangerous because of the varying worldwide trends they see, and RadioShack made a big mistake by attempting to meet the wants of “all” electronics customers. Instead of carefully targeting a niche market, RadioShack has attempted to offer the same products as, and compete with, global giants such as Apple, Best Buy, and Amazon. RadioShack began as a store that sold a large variety of radio equipment, accessories, spare parts, testing gear, and technician tools. With the constant change in technology and demand for it, they went away from their roots and something went terribly wrong. They decided to drop the idea of being an “old obsolete radio store” and attempted to shift into the 21st century, yet if you ask a millennial what they buy at RadioShack, the most likely answer is “nothing”. RadioShack attempted to adapt by bringing in cell phones, computers, and hi-tech consumer electronics...
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...Analyzing Ethical Issues in Marketing Kari Bertrand MKT/554 November 11, 2013 Sandra Payne Analyzing Ethical Issues in Marketing There are three areas of ethical concerns for marketing flavored cigarettes. The first concern is the marketing to younger consumers or minors, that are not legally able to purchase tobacco products, (Layton, 2010). The second is the ban on favored cigarettes other than menthol, but there is no ban in regard to flavored cigars or blunts. The third and final concern is the marketing company’s responsibility to their contractual obligations with The Exotic Smokes Company. These three concerns are essential to the success of the marketing strategy and plan. The Target Market There is a ban that prohibits the advertising and selling of tobacco products to minors. The Exotic Smokes Company wants to reach a demographic that is perilously close to the ban of advertising to minors. The marketing has to be specific targeting the college age consumer or young business professionals to avoid costly litigation. Ban on Flavored Cigarettes The marketing company must advise the Exotic Smokes Company as to the ban on flavored cigarettes. The marketing company must not advertise a banned tobacco product. With full knowledge that the product is in direct violation and continuing to market the product is unethical and will potentially open the marketing company up to litigation. The marketing company is ethically obligated to discuss the Exotic Smokes...
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...The Legal and Ethical Considerations of Marketing in America Winfred Muthusi Grand Canyon University: BUS-340 11/ 06/ 2014 Introduction It is very important for organizations to be ethical in all their transactions. This fosters trust from the society as a whole and good performance from the company. To add to that companies have to be very straight forward without engaging in any illegal acts. As much as being ethical and honest is what is expected from companies, there are many that do not value this two rules especially when it comes to marketing and selling their products to consumers. Ethical Issues in Marketing Ethics are moral guidelines that govern good behavior. The US government requires every company to be morally upright in everything they do especially when it comes to transactions with customers. When it comes to marketing a product or service, most companies are more concerned about the results than the process. Following ethical values such as Honesty, Fairness, Responsibility, Transparency and Respect has become quite rare especially in this day and age where competition is so high. Furthermore, things are continuously changing and before a consumer forms an attachment to one product or service something ‘better’ comes out in the same market. Each marketing decision leads to a set of expectations from customers. For example when it comes to direct marketing, customers expect the product or service to be exactly how it’s presented on TV commercials...
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...CONTEMPORARY GREEN MARKETING - BRIEF REFERENCE TO INDIAN SCENARIO R. Shrikanth *, D.Surya Narayana Raju ** * Assistant Professor Department of Master of Business Administration, CMR College of Engineering and Technology (Affiliated to JNTU), Hyderabad, Andhra Pradesh ** Associate Professor, Department of Master of Business Administration, Vidya Vikas Institute of Technology (Affiliated to JNTU), Hyderabad, Andhra Pradesh ABSTRACT In the modern era of globalization, it has become a challenge to keep the customers as well as consumers in fold and even keep our natural environment safe and that is the biggest need of the time. Environmental pollution is a buzz word in today’s business environment. Consumers are also aware of the environmental issues like; global warming and the impact of environmental pollution. Green marketing is a phenomenon which has developed particular important in the modern market and has emerged as an important concept in India as in other parts of the developing and developed world, and is seen as an important strategy of facilitating sustainable development. In this research paper, main emphasis has been made of concept, need and importance of green marketing. Data has to be collected from multiple sources of evidence to understand the importance of green and sustainability management, in addition to books, journals, websites, and news papers. The Paper aims at finding out what actually Green Marketing is all about and how can...
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...Mobile Marketing: Current Issues and Future Trends Course Title and Year: BA Marketing, Year 4 Subject: Online Marketing Skills CA/Project Title: “Mobile Marketing - Current Issues and Future Trends” Supervising Lecturers: Ms. Amanda Freeman Submission Date: 22/02/2013 Student Name: Laura Flanagan Student Number: 20040930 Table of Contents 1.1 Introduction 4 1.2 Defining Mobile Marketing 4 2.1 Types of Mobile Marketing Communications 4 3.1 Brief Overview of the Mobile Marketing Industry 9 3.2 Mobile Marketing Implications for Marketers 10 4.2 Future Trends 13 Conclusion 13 Appendix 14 References 15 “Mobile Marketing – Current Issues and Future Trends” 1.1 Introduction This report intends to explicate the fundamental nature of mobile marketing communications and elucidate its significance for today’s marketers. Furthermore, the report will also focus on what key trends mobile marketing is likely to face in the future. 1.2 Defining Mobile Marketing Firstly, mobile marketing is pertinent to all of the “activities undertaken to communicate with customers through the use of mobile devices” such as the dissemination of promotional offers and information on product and services, (De Pelsmacker, Geuens and Van den Bergh, 2007). Hence, mobile marketing employs mobile devices as the primary communication platform for promoting products and/or services to customers...
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...Consumer Wants and Needs Marketing can be defined as what is done to produce, communicate, distribute, and trade for something that is of value for a company, organization or the general consumer. Four factors are involved in Marketing before it can begin. These include the need for at least two parties with a need, the wish for that need to be met, the ability to communicate, and finally to determine what (price) will be given for that need to be supplied. In order to market a product, a company, or individual needs to determine the want and/or need of the consumer or customer. A need serves as anything that is necessary for basic human requirements such as food, clothing, and shelter. A want is a need formed by an individual or organizations awareness, background and culture and behavior. One of the needs my family and I require is that of food; in particular, the need for healthy food. It is of utmost importance that healthy food be bought for the nourishment and well-being of the members of my family due to the increase of genetic obesity and heart disease. This way of eating includes fruits and vegetables and lean meats. Due to the high prices in today’s economy, shopping at Wal-Mart proves to be the best place to shop for these products. Wal-Mart boasts that they provide what products the customer wants- when they want it- all at a value in price (Mega Essays, LLC, 2001-2011). At Wal-mart, a consumer is able to get groceries and home essentials all in one...
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...Ethical issues and considerations in Marketing Research 1. Information or data collected from respondents should not used for any other purpose or for any other research work. In this case the researcher plays crucial role and he can assure respondents about security of the opinions and information given by respondent. 2. Researcher should not force any respondent for answers. Researcher can explain the importance or necessity of answer of that question for research work, but he/she should not make compulsion or impel respondents to answer a particular question. 3. Protection of data or confidentiality of data Researcher or research organization should protect data properly. They should keep confidential data or information very safe and secure. Any client or outside person should not access confidential and important data from organization. 4. In case of personal or sensitive questions, researcher should give time to respondents to think about it, and refuse to participate in study. Researcher or trained staff of appropriate sex can be used to reduce embarrassment cause. For example, suppose questions are related to female product, then it will be better to select female staff to do the research. 5. Proper, Unbiased and accurate information collection Marketing researcher should collect accurate information and report to the research organization & client without any bias. The American Marketing association has established code of ethics i.e. principles of ethical...
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...Marketing Issues Related to Marketing Trends And Emerging Themes GROUPON : Prepared By: SARI NONG WAHAYU BINTI MD YUSUP (2012287679) NURLIYANA BINTI SHAFIE (2012997563) CAESARLINDA ANAK PETER (2012918983) ROSELIZA BINTI ZAINY (2009658114) Prepared For: MDM NORAIDA OMAR ISSUES IN MARKETING MKT 658 TABLE OF CONTENT TITLE | PAGE | Background | 1 | GROUPON | 2 | Marketing Trends and Emerging Themes | 3 - 4 | * Advantages | 5 | * Disadvantages | 6 | Conclusion | 7 | References | 8 | BACKGROUND Introduction. Changes in the marketing field today happen in a very fast rate. This day will never be the same as yesterday and the day before. Tomorrow will come with different challenges today. And in business, to pursue a strategy without improvements could pose a risk to the business itself. Thus, to ensure the success of a business, traders should take some certainty: * Global power will continue to have an impact on everybody's business and personal life * Technology will continue to grow and amaze us * There will be a continuous push towards deregulation of economic sectors All three of these certainty; globalization, technological advances, and deregulation - which refers to unlimited opportunities, however, what marketing is and what should be done with issues like this? Marketing is closely linked with the identification of human and social needs. Among the shortest definition of marketing is "meeting...
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...Ethical Issues Affecting Each Component of the Marketing Mix Ethical issues in businesses among other related issues like conflicts or success revolves around relationships. In today’s business world, it has become inevitable to built strong and effectives between all the key players in businesses (Carroll et al 403). The board of directors in every business has the mandate of giving direction and oversight making sure that the business does not stray from its course and remains relevant in achieving its objectives in a socially acceptable, legally acceptable and ethical manner. In many instances of unethical business conduct, there exists a certain degree of compliancy and knowing corporation which acts to perpetuate the acceptance of such conduct. Importantly, most ethical issues come into existence due to conflicts in belief patterns and value conflicts regarding what is wrong or what is right. This occurs because ethical standards are a derivative of deeply-rooted personal believes and societal morals which may not be universally agreed upon. The elements of the marketing mix are important aspects of the business which can be evaluated in the light of ethical issues. Marketing mix encompasses all the major areas of decision making affecting the marketing process and when carefully blended, desirable results for the organization are obtained. As marketing managers make decisions about the overall process of marketing, they have to consider the specific elements...
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...The Nature of Strategy Implementation: Marketing, Finance/Accounting, R&D and MIS Issues Learning Outcomes After studying this unit, you should be able to do the following: ➢ Explain market segmentation and product positioning as strategy implementation tools. ➢ Discuss procedures for determining the worth of a business. ➢ Explain why projected financial statement analysis is a central strategy implementation tool. ➢ Explain how to evaluate the attractiveness of debt versus stock as a source of capital to implement strategies. ➢ Discuss the nature and role of research and development in strategy implementation. ➢ Explain how management information systems can determine the success of strategy implementation efforts. Introduction Strategy implementation directly affects the lives of plant managers, division managers, department managers, sales managers, product managers, project managers, personnel managers, staff managers, supervisors, and all employees. In some situations, individuals may not have participated in the strategy-formulation process at all and may not appreciate, understand, or even accept the work and thought that went into strategy formulation. There may even be foot dragging or resistance on their part. Managers and employees who do not understand the business and are not committed to the business may attempt to sabotage strategy-implementation efforts in hopes that the organization will...
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...[pic] Photograph Google.com Images Our New Brand Strategy Student: Ray Vance Professor: Dr. Karen Mountain Course: Marketing Management (MKT 500) Date: Sunday, May 17, 2015 OUR BRAND STRATEGY- (NAME, LOGO, SLOGAN AND PRODUCT EXTENSION) Well, here we are again at SOMETHING4EVERYONE® Http: www. SomeThing4 Everyone.com. Tom Simmons, our CEO just informed me that he wants a brand strategy, that will not only express our mission statement (Atom Content Marketing, 2009), and target goals, yet he wants something powerful enough, so that our customers can identify and understand, just how and why they should choose the SomethingForEveryone company first. That is, well before even thinking about trying to select any other company, even if they can do the same things that we do. In other words, draw out all of our strong points, versus the competition's weaker ones, and also instill a sense of urgency so that they want to act now. Since we are an everything type of store, we wanted an affinity to connect all of our associations, with something that was easily recognized in a familiar sort of way. Furthermore, as well as find a method, to instantly tie our company name with reliability, quality, trust worthiness, as well as an old world feel, that our vendors, partners and customers alike, would respect and appreciate. Hence, we chose the Alice in Wonderland party Theme, complete with the Mad Hatter, Alice and all the other zany characters to act as an Avatar,...
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