...of our future. Past generations, such as the Baby Boomers and Generation X, have less understanding and connection to technology than Generation Y. The internet has become an indispensable tool which is often taken for granted. It is so common that it no longer is seen as the vast plane of information and exploration that it is; but, instead is used merely for gaming, TV, and social media. Dr. Sally Nimon describes the difference between generations well when she states that “to Baby Boomers […] and even Generation X‐ers […] phenomena such as mobile phones and the internet represent tools that can aid them in the performance of their daily lives; to Millennials there is evidence to suggest that they are as seamlessly woven into the fabric of their existence as the clothes they wear or the food they eat” (Nimon 24). Millennials have become so accustomed to technology that it no longer is an asset. To almost any member of Generation Y, a cell phone becomes an expectation at a certain age. When I was a kid, I felt left out when I didn’t have a...
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...Introduction The target market of Generation Y is not easy to reach in method or message. “This group is technologically, socially and environmentally different from older generations” (Olson, 2007). Messages have to appeal to them at multiple levels invoking them to want to know more about the brands and prompting them to engage in online research and peer input to solidify their thoughts and opinions. A unique blend of media vehicles – both traditional and alternative – must be utilized to reach the targeted audience through the clutter to optimize engagement. This brief will discuss the appropriate appeals, message themes and media vehicles necessary to reach Gen Y and propel the Chevrolet brand above its competitors. Appeal Engaging Gen Y’s attention will require a combination of appeals to resonate brand messaging as they have collectively begun to tune out traditional advertising (Carter, 2010). Successful brands have strategically used humor, emotion and music to appeal to Gen Y’s individuality thus allowing the brand to grow (Carter, 2010). Chevrolet’s goal is to establish a following with members of Gen Y and build upon this following via peer referrals (word of mouth). Humor will engage and capture their attention allowing for better recall of the message and brand (Clow, 2012). The ads will contain quirky, ironic humor and have a sense of truth to make them believable. Humor will relay the Chevrolet brand as fun and entertaining and Gen Y’ers will respond...
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...The Role of Social Media in Business Asia’s Digital Age www.wipro.com Rahul Koul Head-Digital Marketing & Thought Leadership, Wipro Technologies Table of contents 03.....................................................................................................................Abstract 04.....................................................................................................................The Internet as a Utility 04.....................................................................................................................Redefining the “Social” Life - Changing Norms and Values of Digital Natives 05.....................................................................................................................The Social Business - Connecting with Customers, Employees and Society 05.....................................................................................................................Conclusion 06.....................................................................................................................References 07.....................................................................................................................About the Author 07.....................................................................................................................About WCIR 07.....................................................................................................................About Wipro Technologies Abstract...
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........................The Social Business - Connecting with Customers, of Digital Natives 04.....................................................................................................................Redefining the “Social” Life - Changing Norms and Values 04.....................................................................................................................The Internet as a Utility 03.....................................................................................................................Abstract Table of contents 03 norms, and behavior are making paradigm shifts. evolutionary trends both in society and business.Values, culture, The Internet, and through it, social media is leading major millennial population. namely – the democratization of technology and the rise of the careful consideration of factors that are driving the digital revolution behavior are making paradigm shifts....
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...weathering downturns. Most of these involve taking the long view and planning accordingly. Library Journal had an article in the Aug. 15, 2008, issue headlined “Future-Proof Your Library” [http://tinyurl.com/562xsd]. The article comprised some of the big ideas in the profession — great content, but I winced at the headline. Information professionals are not “future-phobic.” The future isn’t something we need protection from — it is what we plan for. Maybe I’d prefer a title like “How to Make Your Library Future-Philic.” This article will look at how both libraries or information centers and independent info pros can weather lean times. Note that I am not looking at situations in which libraries have to close or severely cut staff; my intention is to provide some general guidelines on how to address the pressures of an economic slowdown on a library or independent info pro business. Take the 5-Year View One of the early purveyors of recycled paper goods, Seventh Generation, chose its name to...
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...If preventive methods were used, the spending on public health would be lowered. A study found that for every $1 spent on the Women Infants Children program in Missouri to support prenatal nutrition, $0.83 was saved in Medicaid spending because of lower infant mortality rates and lower NICU admissions. Overall, there is a lack of public knowledge regarding the importance of public health that leads to a diminished public pressure on legislators to provide funding for it. Consumer target There are two populations that stand out and require more consideration when public health is involved. Overall, millennials seem to hold a negative perception of public health, and rural communities tend to get overlooked when it comes to adequate health care. Both of these populations are at a loss whether it is large misconceptions of public health or lack of access. Millennials Millennials hold an overall distrust in the government and rank the health care system as fifth among their most trusted agencies. This group also tends to be reluctant in their communication with their healthcare providers. A study published in a Family Practice Journal found that adolescent experiences with health communication typically include an inability to consult with doctors, parents and friends. For this reason, millenials fail to seek out the services that public health offers or learn more information about what exactly they do. Rural Rural communities have less resources and health providers than do...
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...2009 Robert D. Lawsson 215 IDENTIFYING AND MANAGING DIVERSITY OF WORKFORCE Robert D. Lawsson (MSc) Abstract The objective of this work is to complete a research proposal on the comparison of work values for gaining of knowledge for management of the multi-generation workforce. The specific focus is upon Generation ‘X’ and the Millennium Generation which are the two primary groups comprising the new workforce. Lawsson R.D. - Identifying and Managing Diversity of Workforce 216 Business Intelligence Journal January OBJECTIVE The objective of this work is to complete a research proposal on the comparison of work values for gaining of knowledge for management of the multigeneration workforce. The specific focus is upon Generation ‘X’ and the Millennium Generation which are the two primary groups comprising the new workforce. INTRODUCTION The generation that a person is born within has some impact upon that individual in terms of work styles, work values and self-image. The demographic profile of the workforce is undergoing quite a change insofar as the representation of generations and the result is that organizations are experiencing a necessity to make changes as well. The workforce will become increasingly more diverse in the future and this greatly affects the organization in its capacity of hiring and retaining employees. The literature reviewed within this study illustrates the fact that the expectations of employees differ within the generations...
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...the new millennium and the enduring allure of diamonds. How better to capture time than with a diamond, they urged. How better to herald eternal love? Indeed. According to analysts, U.S. diamond sales (30% of which occurred during the Christmas season) were expected to surge by more than 10%, hitting a high of over $20 billion for 1999.2 A significant portion of this windfall would flow to De Beers, one of the world’s most successful corporations and the controlling force of the international diamond market. There were many ironies behind De Beers’s millennial campaign, not least of which was that diamonds — those eternal gifts — had only been sold on the mass market for a hundred years. And that their allure was largely a creation of advertising. There also, though, were many stories buried behind the campaign — stories which ran to the core of the global diamond market and De Beers’s position within it. The millennial campaign, for example, was part of the company’s first attempt to...
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...9 -5 1 2 -0 1 1 REV: FEBRUARY 3, 2012 THALES S. TEIXEIRA ALISON CAVERLY Pepsi-Lipton Brisk In September 2010, Mary Barnard and Marisol Tamaro returned to their offices at Pepsi Headquarters after a meeting with their new advertising agency. Mekanism had just been hired to work on the re-launch of Brisk Iced Tea, a brand that had had its glory days in the ‘90’s and later had become stagnant. As of 2009, Brisk sales were rising and it attained a 10% market share in the fast growing ready-to-drink tea category, despite having virtually no advertising support. Pepsi decided that it would start investing heavily in the brand in 2011. To start off the year, a spot had been purchased for a Brisk ad to be shown during the Super Bowl, in early February. What Barnard and Tamaro needed to decide was how to carry the advertising momentum in the months following the most viewed sports event in American television. Should they stick with advertising on TV or try out a viral advertising approach in social media? Their budget wouldn’t allow for both media to be used. Barnard, Vice President at PepsiCo and the General Manager of the Pepsi-Lipton Tea Partnership (PLP), owner of Brisk, was in charge of the final decision and conferred with Tamaro, Brand Building Director for Brisk, on what to do. PepsiCo was the second largest food and beverage company in the world. So at $340 million in net revenues in 2009-10, PLP seemed like a drop in the ocean compared to the $10 billion1 from its holding...
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...Geico: Successful Marketing Case Study Miranda Furstoss MBA-FP6012 – Integrated Global Marketing Assessment 5 June 29, 2015 Geico: Successful Marketing Case Study Abstract Geico is an insurance company who writes multiple lines of insurance, yet focuses on the auto insurance segment of the industry. They excel in marketing to their target audience which is what makes them an excellent organization for a marketing case study. Their marketing efforts propeled them from the small direct-marketing company they began as to one of the leading auto premium writers in the United States today. By reviewing the marketing system and efforts of Geico, it is easily seen how the right marketing tools and strategies in place can prove successful for any organization. Company Overview Geico is an insurance company founded by Leo Goodwin in 1936 that began as a carrier for the select market of military and government personnel, but later expanded to offer services to everyone (Geico, n.d.a). Goodwin had a vision to create a successful auto insurance business by targeting such a specific group, and he certainly succeeded. Since ending their first year with 3,700 auto policies, they now have more than 13 million policies in force and are still going strong (Geico, n.d.a). In fact, the growth from its meager beginning to now has risen it to the second position of persinal auto insurers in the United States, a nice position in such a competitive market (Das, 2014). They are well-known...
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...1. PURPOSE OF THE REPORT My purpose for this report is to find the best way of strategic marketing plan using E-marketing strategy to help Michelle’s Fancy Dress Costumes to help her achieve her goals for the shop. What is e-marketing? It is a marketing principles or tools via electronic media (Pc, software, database, and network) more accurate using the internet. E-marketing is the process of marketing a brand, enterprise, product or service using the internet. It includes direct response, indirect marketing and interactive marketing element and uses a broad range of technologies to help connect business to their customers (Sergeant and West, 2007).It should be a sub-set or marketing strategy as it is important with any strategy to identify goals and in addition target group, formulate massage/story, choose media tools and services. The main reason for this is to help and increase the speed of marketing for Michelle’s shop and to create a loop of dialogue and not mass “one too many” communication. Today’s marketing is about to communicate with what Chris Anderson calls “Generations Why” or what Friedman describes Generation Zeppies (Friedman 2006). Today customers will ask a lot of question regarding the service or product and with this e-marketing the Michelle’s Shop should be able to become a better listener to fulfill consumers’ needs and demand. 2. LIMITATION Even though I manage to finish the report on time this doesn’t mean I didn’t face any...
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...Study Guide #1 FALL 2014 MKTG8 Note: Many students find these exams harder than they expected them to be. You do need to study, including reviewing lecture notes and the book. Chapter 1 Overview Marketing- is the activity, set of instructions, and process for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. Exchange- people giving up something in order to receive something else they would rather have. Production Orientation- a product orientation means that management assesses its resources and asks these questions: “What can we do best?” What can our engineers design?” What is easy to produce, given our equipment?” A production orientation falls short because it does not consider whether the goods and services that the firms produces most efficiently also meet the needs of the marketplace. Sales Orientation- is based on the belief that people will buy more goods and services if aggressive sales techniques are used and that high sales result in high profits. Market Orientation- meaning they assume that a sale does not depend on an aggressive sales force but rather on a customer’s decision to purchase a product. Marketing concept- is simple and intuitively appealing philosophy that articulates a market orientation. It states that the social economic justification for an organization’s existence is the satisfaction of customer wants and needs while meeting organizational objectives...
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...Marketplace Analysis of Whole Foods Charles Griffith University of St. Mary Marketing Management MGT-704 MARKETPLACE ANALYSIS OF WHOLE FOODS “With great courage, integrity, and love – we embrace our responsibility to co-create a world where each of us, our communities and our planet can flourish. All while celebrating the sheer love and joy of food” (Whole Foods, 2015). This is Whole Food’s “higher purpose statement”. This statement expresses and delivers what Whole Foods, as an organization, believes and what must be apparent to the consumer. As an organization founded with the drive to bring the freshest and most natural products to consumers, Whole Foods must maintain alignment with that core philosophy. Created in response to the lack of organic and natural options of the traditional grocery stores and chains Whole Foods has grown from its origins in a three story house in Austin to the multi-billion dollar enterprise it is today without sacrificing this core value (Harrison, 2014). This is very important: The continued development and growth of Whole Foods must maintain this core philosophy. The platform for value creation is rooted in market share growth and consistent and well defined organizational philosophy (Deshpande, R. & Webster, F. 1989). Keeping Whole Food’s core philosophy in mind, strategy for growth of the business and recapturing of market share are the primary goals of this analysis. The supermarket and “other grocery” markets within the United...
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...|Marketing |[pic]process by which companies create value for customers and build strong customer | | |relationships to capture value from customers in return | |[pic]Market offerings |[pic] | | |some combination of products, services, information, or experiences offered to a market to| | |satisfy a need or want | |[pic]Marketing myopia |[pic] | | |mistake of paying more attention to the specific products a company offers that to the | | |benefits and experiences produced by these products | |[pic]Exchange |[pic] | | |act of obtaining a desired object from someone by offering something in return | |[pic]Markets |[pic]set of actual and potential buyers of a product or service | |[pic]Marketing management |[pic] ...
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...HALL Wines Napa Valley and Sonoma, California GROUP 16 Chad Burns Ryan Carlson Maurilio Cometto Kathryn Hall BERKELEY COLUMBIA MBA MARKETING STRATEGY CASE PROFESSOR NOEL CAPON SUMMER 2006 Table of Contents The individuals in connection with this report are: Berkeley Columbia MBA Summer 2006 Group 16: Chad Burns Mauriilo Cometto Ryan Carlson Kathy Hall Page Executive summary Preamble: Introduction to Hall Wines Headlines Situational awareness Market overview Customer insight Competition and complimenters Market strategy Achieving differentiation Market segmentation Branding strategy Implementation plan Marketing offer Distribution plan Metrics for success Appendices 75 102 119 123 46 53 71 14 26 32 2 4 1 Executive summary Preamble: Introduction to Hall Wines HALL is a relatively young winery in startup mode. HALL is comprised of two wineries located in St. Helena and Rutherford, Napa Valley, California. In addition to the two wineries, vineyard land is located in other parts of Napa and Sonoma counties. A total of five primary vineyards are owned by HALL. HALL is not yet profitable. Current case production of all HALL Wines approximated 8,500 cases in 2005 with 47,000 cases projected in 2010. Company overview HALL is the dynamic Napa Valley vision of Craig and Kathryn Hall created in 2002 as a showcase for both their exceptional new wines along with their extensive vineyard holdings. The Halls have sought first and foremost to craft wines of uncompromising...
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