...c 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 STUART OLLEGE Elnora W. THE UNIVERSITY OF SOUTH CAROLINA UPSTATE 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...
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...| 2015 | | SAP Nederland B.V. Geurtvb | New media (digital) experiential marketing | Inhoud Introduction 3 1 The company 3 2 The subject 3 3 Types of experiential marketing 5 3.1 A brand event 5 3.2 A sponsored festival 5 3.3 interactive advertising 6 3.3.1 An offline example 6 3.3.2An online example 6 4 Advantages and disadvantages 7 4.1 The advantages of experiential marketing 7 4.2 The disadvantages of experiential marketing 7 5 Characteristics of the user 7 Biography 8 6 The Commercial user 9 7 The costs of experiential marketing 9 Conclusion 9 Introduction This report will focus on the possibilities for SAP Nederland to implement a new media tool for their UA program. It is necessary for the UA program to optimize its marketing strategy with new media to be prepared for the future. This research is about (digital) experiential marketing. The goal of this report is to provide the management of SAP Nederland with an advice to improve their marketing strategy with new media. F.Y.I The underscored parts in this paper are coming from literature study and external sources. 1 The company Systeme, Anwendungen und Produkte, in short SAP, is originally a company from Germany. SAP was founded in 1972 in Walldorf, the company has still got its head office in Waldorff Germany, with different offices in more than 130 countries. SAP is a world leader on the market of business software and other related services. Nowadays, SAP has...
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...Task 1 1.1 Review the changing perspective in the marketing planning Marketing planning is a blueprint of the organization that describes the organization marketing efforts and its future destination. The more the company can make the marketing planning, the more the company will be succeeding in the market. Marketing planning is significant to utilize the company’s available resources and to achieve the specific goal of the organization. Business environment is changing in everyday now. The operational manager faces problem with changing environment in the business. The changing perspective in the marketing planning is that the marketing planning changes in different business environment. The marketing planning must be flexible. In the changing the marketing planning of the business, the organisation got better position in the market to capture opportunities and can easily handle risks. The organisation can use the marketing resources more effectively. By the changing marketing planning, the organisation can improve the sales and profit. 1.2 Evaluating organization capability for planning its future marketing activity Capability is the power that specifies the ability of the work force of the business organization. The company should make its marketing planning based on its capability. If the organization does not consider the organization’s core ability to make its marketing planning, the organization will no able to implement those planning. There are many theories to...
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...strength of marketing. Prada dedicated on producing life style of elegance and sophisticated products and demonstrated its brand identity as “Contemporary classic, culturally elegant”. Today, Prada became a fashion empire with huge asset and related to numbers of people, which is including the sales, workers, managers and so on. In recent years, economic crisis crush the whole world’s economy, Prada is suffering as well. So, developing a strong marketing strategy for Prada is imperative. Though Prada has developed approximately 100 years and gained rich experience of traditional marketing and new marketing, there are still some drawbacks on new types of marketing. To choose an appropriate marketing trend, which need to adapt to nowadays society. Therefore, to exploring more opportunities in the twenty-first century, new type of marking methods should be introduced to cater to this network era. Evaluate the marketing trend Marketing trend: From traditional marketing to digital marketing With the popularization of network and smartphone, E-commerce and E-business has become more popular and more people discovered the advantages of online shopping. Compared digital marketing with traditional marketing, three differences have been stand out. Firstly, the digital marketing costs less than the traditional one, all the marketing strategy can develop online, which is convenient for both marketers and customers. Another factor should not be ignored, digital marketing provides...
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...to Business * Marketing- an organizational function and a set of processes for creating, communicating, and delivering value for customers and for managing customer relationships in ways that benefit the organization and its stakeholders. * Utility- the ability of goods and services to satisfy consumer “wants.” * Marketing Concept- a business philosophy that makes customer satisfaction now and in the future the central focus of the entire organization. * Customer Relationship Management (CRM) - the ongoing process of acquiring, maintaining, and growing profitable customer relationships by delivering unmatched value. * Value- a customer perception that a product has a better relationship than its competitors between the cost and the benefits. * Customer Satisfaction- when customers perceive that a good or service delivers value above and beyond their expectations. * Customer Loyalty- when customers buy a product from the same supplier again and again sometimes paying even more of it than they would for a competitive product. * Marketing Plan- a formal document that defines marketing objectives and the specific strategies for achieving those objectives. * Market Segmentation- dividing potential customers into groups of similar people, or segments. * Target Market- the group of people who are most likely to buy a particular product. * Consumer Marketers or Marketing- marketers who direct their efforts toward people who are buying products...
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...Marketing Strategy Template Research Niesha Barnes HCS/490 January 7, 2016 Mr. Mathis Banks Word of Mouth and Direct Marketing are the two marketing strategies team B has chosen to discuss. Word of mouth marketing is considered to be the information passed from one person to another by oral communication. People all over the world are excited to share with their love ones, friends, and family the different brands and products they love. Direct marketing is used to promote and advertise someone products and services. Direct marketing is used with tablets, computers, and smartphones. This is a great way for people to use USPS or regular mail carriers to deliver right to the customers’ homes. This could be a good or bad way of marketing. Some people do not want to be bothered at home. However, some people will still look at the unwanted mail and may consider what they are looking at. Effective communication is the key in the workplace and a relationship. Communication helps productivity for any organization. The two strategies chosen were actively engaged in the conversation and being an active listener. Being and active listener will allow people to express their points of views to you and listen attentively. In order to maintain everything you may have heard it is important to take notes. When someone is active engaged in their conversation they can tell when your mind is on something else. People have to show genuine concerns and to make sure you show plenty of eye contact...
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...Discussion questions “Marketing is managing profitable customer relationships” (Armstrong & Kotler, 2011, p.4). In marketing you want be able to get new customers, while also still satisfying your existing customer. Word of mouth marketing from customers is business’s best and worst thing for a company. If customer was impressed it makes a company look really good, but if customer was not impressed you could also lose customers because of what another customer said. The end of day goal in sales is to profit through sales volume, and marketing’s end day goal is to profit through customer satisfaction. I do think that marketing and sales should be included as part of the sales organization within a company. Marketing gets the customers in door, so then the sales team can sell the correct product to the customer. Marketing and sales need to work hand and hand, to make sure marketing is getting the right people in the door to get the product. Armstrong, G., & Kotler, P (2011). Marketing: An Introduction (10th ed.). Upper Saddle River, NJ: Prentice Hall. Planning is very important in marketing because you have to know how to market your products. A market plan is made of strategic and tactical plans. “The marketing planning process consists of analyzing marketing opportunities, selecting target markets, designing marketing strategies, developing marketing programs, and managing the marketing effort”( Kotler & Keller, 2012, p15). A market plan should...
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...Defining Marketing Paper Katie Chan MKT421 April 17, 2014 Dondrell Swanson Defining Marketing Paper The Content Marketing Institute define Marketing, "Content Marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly define audience with the objective of driving profitable customer action" (2013). The American Marketing Association define Marketing, "Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offering that have value for customers, clients, partners, and society at large" (Centor, 2008). Many people define "Marketing" as a mean of selling or advertising. This paper will cover the definition of Marketing, comparing and contrasting personal's definition of meaning. Author will provide three examples from the business world, describing the importance of marketing and success of the company business. Marketing is when a company makes purchases resell items, use products to make money. Marketing in any given situation business to business involve years of market efforts to sell items online or offline promotions. Author definition of Marketing Marketing is defined as a person communicating the value of a product or service to customers, who have the interest in purchasing the product. Marketing is the idea of activities done by an individual organization to satisfy its customers. Generally the term meaning is Marketing...
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...Marketing Principles Table of Contents Introduction 1 Assignment 1 1 LO 2.1 show macro and micro environmental factors which influence marketing decisions 1 Assignment 2 3 LO 1.1 explain the various elements of the marketing process 3 LO 1.2 evaluate the benefits and costs of a marketing orientation for a selected organization 3 LO 2.2 propose segmentation criteria to be used for products in different markets 4 LO 2.3 choose a targeting strategy for a selected product/service 4 LO 2.4 demonstrate how buyer behavior affects marketing activities in different buying situations 4 LO 2.5 propose new positioning for a selected product/service 5 LO 3.1 explain how products are developed to sustain competitive advantage 5 LO 3.2 explain how distribution is arranged to provide customer convenience 6 LO 3.3 explain how prices are set to reflect an organization’s objectives and market conditions 6 LO 4.1 plan marketing mixes for two different segments in consumer markets 7 LO 3.4 illustrate how promotional activity is integrated to achieve marketing objectives 7 LO 3.5 analyze the additional elements of the extended marketing mix 8 LO 4.2 illustrate differences in marketing products and services to businesses rather than consumers 8 LO 4.3 show how and why international marketing differs from domestic marketing 8 Conclusion 9 References 10 Introduction Marketing can be described as the total number of activities involved in transferring of goods from producer to consumers...
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...Marketing Timothy M. Veen MKT 421 July 2, 2012 Kenneth Peter Marketing Marketing affects nearly every American citizen almost every day of his or her life, as it does the people of many countries around the world. However, few people of the world understand what marketing is, its definition, why it is important, or how it is managed. This paper provides a personal definition of marketing, and addresses the latter points of this paragraph. My personal definition of marketing would be “the aspect of telling people about your business, product, or service. Then advertising, which is the way you present your business, the design of your web page or hard copy advertisements, and the way you look after and follow up with your customers.” In short, this definition boils down to the initial presentation of what you are marketing and then demonstrating good follow-up once a customer is obtained. This is important because customers tell other people, and customer service is the most effective form of marketing. Mentioned earlier is the statement that few people understand the definition of marketing, why it is important, or how it is managed. The next few paragraphs speak to these points. According to Perrault, Cannon, and McCarthy “Marketing is the performance of activities that seek to accomplish an organization’s objectives by anticipating customer or client needs and directing a flow of need-satisfying goods and services from producer to customer or client.” This definition...
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...Defining Marketing Marketing is a vital aspect to every company for growth, longevity, and prosperity. According to "Marketing" (2014), “Marketing is the process of communicating the value of a product or service to customers, for the purpose of influencing buyer behavior and/or precipitate behavioral change.” Marketing, according to the Merriam-Webster (2014), is activities that direct the flow of goods and services from producers to consumers. My personal definition of marketing is a way of getting consumers to purchase a certain product that a company is manufacturing to increase the sales of the company. Marketing is about the value of the product and how the company can create a demand for the product. The importance of marketing in organizational success is to make sure that the products and goods being made are also being advertised to potential consumers. To have organizational success will depend on the customers buying or using the products and services that are provided. Even if the company has the most valued and newest product on the market, if there is not an organized marketing plan then nobody would know about the product and sales would crash. Creating awareness about the products or services gives consumers the opportunity to know what is being sold and gives the sales teams opportunity to convince them to buy the product or service. Having organized marketing plans helps maximize market shares, create loyal customers, and making the product part of a big...
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...Part 1 Integrated marketing communications is an approach that businesses use to achieve the objectives of a marketing campaign using different promotional strategies. This includes recognizing the value of comprehensive plan to evaluate the roles of communications disciplines of public relations, advertising, sales promotion, personal selling, and direct marketing, all of which ensure maximum communication impact. Typically, it can be described in simple terms as the application of brand messaging across traditional and nontraditional marketing strategies. The messaging strategies are unified and are customer centered. The basic reasons for messaging or communication are to inform, persuade, assist other efforts, remind, and add value (Madhavaram, Badrinarayanan & McDonald, 2005). Johnson & Johnson (2005) stipulates that there are various elements used for integrated marketing communications. These include advertisement, sales, promotion, public relations, personal selling, and direct marketing. Advertising is one of the most powerful tools of marketing communication. It refers to a paid presentation and promotion of goods, services, and ideas by an identified sponsor. Advertisement is regarded as the life blood of modern business because of the ability to reach a huge number of consumers. Adverts inform consumers of the quality of a product; thus, attracting a huge number of consumers. When done in the right way, it has the ability to convince consumers of the effectiveness...
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...Combining Online Marketing with Traditional Marketing Marketing—the action or business of promoting and selling products or services, including market research and advertising—is a powerful tool for attracting customers and promoting a business. (Chapman/Businessballs) There are many types of marketing strategies and mediums through which different companies implement the practice of marketing. This paper will shed a light on traditional and online marketing, highlighting the very concepts along with the pros and cons of each type of marketing. The history of marketing is divided into two phases; the development of marketing theory, and the development of marketing practice. The history of marketing theory deals with the evolution of different...
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...to teach you about what’s marketing? -As you always know people said Marketing is only selling product. But is not only selling product. So I can say Marketing is function an action of creative and deliver product to customer and than u get profit from it. -Now I choose 3 type from marketing book to tell you: -According to the American Marketing association, Marketing is an organization function and a set of processes for creating, Communicating and delivering value to customers and of managing customer relationships in ways the benefit the organization and its stakeholder. -One more think in the world marketing association defined marketing as the core business philosophy that directs the processes of identifying and fulfilling the need of individuals and organizations through exchange which create superior value for all parties. -Ok the third one you can read by yourself because it similar likes a first definition. The Four or five “P” of Marketing In one book of Professor Jerome Maccarthy of Michigan State University wrote one book in the 1950s. This book provided a clear structure to the oldest profession on the planet and become the definition of marketing. entitled The four P’s of marketing: Product, Place, Price and Promotion so the fifth “P” is people.. People Marketing have debated for year whether “people” should be include as the fifth “P” of marketing. But without people there is no point to marketing. Practiced well. Marketing revolve around the want...
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...Literature Review Essay Relationship between ‘Marketing’ and ‘sales’ in B2B organizations Introduction Within a ‘Business to Business’ organization, relations between sales and marketing are often dysfunctional meaning they do not always operate properly or as they should (Kotler, Rackham & Krishnaswamy, 2006). One of the key goals of a business is to make profits, which is done by making sales, which only happens by providing a product that satisfying the customer’s needs (Futrell, 2013). This requires both sales and marketing. You would expect sales and marketing to be well aligned in a successful organization, however this is far from the case. This essay will first look at the causes that usually lie behind the concern that sales and marketing do not always act collaboratively to the benefit of the organization but in fact have a dysfunctional relationship exists between marketing and sales divisions. It will look into the ways in which this problem can negatively impact on an organization's ability to serve its customers and compete effectively. Finally potential solutions will be identified and discussed in relation to improving the synergy and integration between sales and marketing, which will ultimately allow organizations serve their customers and compete most effectively in this ever changing world. What causes Sales and Marketing relationship to be dysfunctional? Within a business to business organization, sales and marketing do not always act collaboratively to the...
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