...Over the past few decades, the populations of minorities including Asians, Hispanics, and African Americans have increased enormously. “These new consumers demand representation, attention, and acceptance from the marketing community” (Macchiette & Roy, 1995). Because a consumer’s buying behavior is influenced by one’s culture, attitude and beliefs, marketers are steering away from stereotypical marketing and directing the focus on multicultural marketing. Marketers are creating strategies to meet the individual wants and needs of these cultural groups. Multicultural marketing prevents the possibility of “damned brands” and boycotts, while strengthening the relationship with consumers, and providing growth for a company. Social responsibility is a major factor that marketers need to consider when developing a promotional campaign for a new product. As said in the Journal of Consumer Marketing, “Products considered to be legitimate when targeting one group, may not be perceived as being socially responsible when targeting other sensitive groups” (Macchiette & Roy, 1995). For example, animal fur is considered a sign of wealth in some cultures, but will result in a negative opinion from other consumers such as animal activists. Marketers who do not consider all cultures and beliefs when developing a promotion will provoke boycotting of products and ethnical controversy among consumers, which in turn will result in a negative public image for the brand. Attaining appropriate...
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...Running head: MARKETING STRATEGIES AND SUBCULTURES Marketing Strategies and Subcultures: Flavored Cigarettes Abstract Most recently, TRIAAD Research Group developed marketing strategies for Exotic Smokes Cigarettes. These strategies were identified to attract 18-to-25-year-old customers to the flavored cigarette market. This young adult market is lucrative however focusing on specific subcultures within the market provides additional opportunities. The African American subculture, the Hispanic subculture and the Asian subculture are emerging multicultural markets with cultural and cross-cultural differences that must be explored by marketers. The United States is more ethnically diverse than ever before. The emerging multicultural markets offer opportunities for marketers to determine what marketing strategies are most effective to market flavored cigarettes within the African American subculture, the Latino subculture and the Asian subculture. After determining the marketing strategies to be used, the environmental factors, cultural differences, and cross-cultural differences must be identified for each subculture. The goal is to understand how consumers’ cultural identities relate to purchasing choices. Subcultures African American Subculture The African American market is not a monolithic group. Marketers must be aware of the diversity within the African American subculture that includes African-Argentinian, African-Cuban, African-Ecuadorian, African-Latino...
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...Chapter 3 Analyzing the Marketing Environment 1) You are directed to study the actors close to the company that affect its ability to serve its customers-departments within the company, suppliers, marketing intermediaries, customer markets, competitors, and publics. What are you studying? A) the macroenvironment B) the microenvironment C) the marketing environment D) the demographic environment E) the global environment Answer: B Diff: 1 Page Ref: 66 Skill: Concept Objective: 3-1 2) Which of the following terms is used to describe the factors and forces outside marketing that affect marketing management's ability to build and maintain successful relationships with target customers? A) the marketing environment B) the cultural environment C) strategic planning D) target markets E) the marketing mix Answer: A Diff: 1 Page Ref: 66 Skill: Concept Objective: 3-1 3) You are directed to study the demographic, economic, natural, technological, political, and cultural factors that are larger societal forces affecting your company. What are you studying? A) the macroenvironment B) the microenvironment C) the external environment D) the marketing mix E) the global environment Answer: A Diff: 1 Page Ref: 66 Skill: Concept Objective: 3-1 4) Which of the following is NOT a type of factor in a company's macroenvironment? A) demographic B) economic C) technological D) competitive E) political Answer: D Diff: 1 Page Ref: 66 Skill:...
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...University of Westminster Westminster Business School Module code and title: BBUS 404 Behavioural Aspect of International Business INDIVIDUAL ASSIGNMENT Student Name: Saffia Jarju Student ID number: w1543258 Seminar leader name: Dr Lisa Matthewman Word Count: 1490 Date: 05/11/2015 ‘A Marketing team from Company X a French Company, consists of members from different European countries. The team is working on a marketing campaign for a new product for the U.S. That is manufactured in China’ This essay touches on how people's culture and having a understanding of organisational behaviour theory’s and research help this campaign and have an impact at the work place. This will be shown through a marketing team from company X. In order for this campaign to be successful. They need to know the differences between their cultures. Psychologist Hofstede defines ‘culture’ as a set of unwritten rules of behaviour that set out what a particular group expects its members to do and believe’( Small business-Chron.com,2015). Furthermore, culture is also the characteristics and understanding of a particular group of people defined by everything from language, religion, social habits etc. (LiveScience.com, 2015). Moreover understanding organisational behaviour is critical due to the reason that organisational examination of a company can be a useful way for members genet to recognise difficulties or disorganisations that have arisen, but have not yet been spoken...
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...Marketing Mix MKT 421 Tyson Foods promotes several different types of food in the food chain industry. They are ranked 96 in the Fortune 500 in America’s largest corporations. Tyson’s produced poultry, beef, and pork, as well as providing the previous to several chain stores to use products. From McDonald nuggets to the Subway sandwich, Tyson is one of the largest poultry processing plants in the country. Tyson also distributes bag in bag products to stores which include Sam’s and Wal-Mart stores around the world. Tyson is best known for the appetizers and hot wings. Tyson has become one of the biggest marketers of value added chicken, beef, pork, as well as distributors to retail grocers, food service distributors, and national fast food and restaurant chains. The company thrives to helping feed the hungry and also donates to the American Red Cross. Other distributions include sending product overseas to Russia and Japan. From the United States to overseas, from grocery stores to restaurants Tyson Foods has become a leader of marketers in the food industry. They have done this by producing the mixture of products that customers enjoy and love to eat. Tyson has a marketing department that strives to be the leading provider in food service for the customers and consumers. The research and development department work hand-in-hand with the marketing department to achieve the leading market position for the products that are being produced today. Tyson brands have specific advertising...
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...Integrated Advertising, Promotion and Marketing Communications, 5e (Clow) Chapter 4 The IMC Planning Process 1) For many individuals, pets are now considered to be part of the family and as a result are treated like children. Answer: TRUE Diff: 1 Page Ref: 80 Question Tag: Definition (Concept) Objective: 4-1 2) Companies that sell pet-related products have had to change what they sell as attitudes towards pets has changed. Answer: TRUE Diff: 1 Page Ref: 80 Question Tag: Definition (Concept) Objective: 4-1 3) PetSmart operates a large number of retail outlets and has begun opening a series of pet hotels. Answer: TRUE Diff: 2 Page Ref: 81 Question Tag: Definition (Concept) Objective: 4-1 4) The IMC planning process begins with an analysis of a company's context, which is a review of their customers, target market, and product positioning. Answer: FALSE Diff: 2 Page Ref: 82 Question Tag: Definition (Concept) Objective: 4-1 5) Developing an integrated marketing communications plan requires the analysis of the three C's: customers, competitors, and communications. Answer: TRUE Diff: 2 Page Ref: 82 Question Tag: Definition (Concept) Objective: 4-1 6) The first step in the IMC planning analysis is the creation of a communications budget. Answer: FALSE Diff: 2 Page Ref: 82 Question Tag: Definition (Concept) Objective: 4-1 7) When conducting an analysis of customers, the marketing team should examine competitors' customers...
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...need, identifying even seemingly small changes that can make a big difference in the daily lives of people worldwide. One of the company’s most memorable marketing initiatives has been Dove’s “Campaign for Real Beauty.” Based on extensive consumer research into women’s attitudes and emotions, the campaign uses ads, YouTube videos, special events, and other communications to counter beauty stereotypes and make the point that real beauty is more than skin deep. By linking its soap brand to messages reinforcing positive self-esteem for women of all ages, races, sizes, and shapes, Dove has won the admiration and loyalty of consumers in many countries. Unilever’s Ragú food brand has been courting parents with Facebook and YouTube communications that encourage ongoing conversations with marketers and among its brand fans. For example, marketers recently used the brand’s Facebook page (which has more than one million “likes”) to start a dialogue about getting children to eat. Its Facebook fans responded with dozens of additional ideas, which Ragú’s ad agency turned into helpful online videos that dish up tips with a sense of humor. Heavy use of social media is one way that Ragú aims to create an emotional connection with its customers and understand their ever-changing needs and interests. Campaigns combining Facebook, YouTube, Twitter, and special websites have helped Unilever market its food and personal care brands to highly...
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...1 Alvin Toffler is known for his works discussing the digital revolution. A former associate editor of Fortune magazine, his early work focused on technology and its impact. Accenture has dubbed him the third most influential voice among business leaders, after Bill Gates and Peter Drucker. John Romero is a game designer, programmer, and developer in the video game industry. He is best known as a co founder of id Software and was the lead designer for many of their personal computer games including Wolfenstein 3D, Doom, and Quake. 3 4 5 6 **important** 7 8 9 Demographics easy to measure; easy to obtain 10 **important** Market Segmentation – Identify and profile distinct groups of buyers who differ in their needs and wants. Market Targeting – Select one or more market segments to enter. Market Positioning – For each target segment, establish and communicate the distinctive benefit(s) of the company’s market offering. 11 A market segment consists of a group of customers who share a similar set of needs and wants. Major segmentation variables are: • Geographic, • Demographic • Psychographic • Behavioral 12 E 13 Geographic segmentation divides the market by nations, states, regions, counties, cities, or neighborhoods. Nielsen Claritas developed PRIZM NE, a geoclustering approach that combines geographic data with demographic data that yields richer descriptions of consumers and neighborhoods. The groupings take into...
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...the word about Catholicism C. Sophists, who walked around telling citizens of Rome who to vote for. D. the farmers who grew grapes in ancient Italy 3) The growth of public relations as an accepted business-like practice in the United States of America stems from A. the British Industrial Revolution B. the American Industrial Revolution C. the efforts of people like Samuel Adams and Amos Kendall D. the hype of P.T. Barnum 4) Applying the widely repeated definition of public relations developed by the late Denny Griswold to serve an organization properly, practitioners ought to serve as A. counsels to chief legal officers B. honest brokers to management C. advisers to human resources directors D. consultants to directors of marketing 5) To effectively communicate with a public, it is important to recognize that A. all publics have the same needs B. all publics are most interested in the technology you use C. all publics have their own special needs and require different types of communication D. all publics have overlapping organizational needs Find the final exam answers here click MKT 578 Final Exam Latest 6) If you target “experiencers,” you’re likely using ________ to segment a public. A. geographics B. demographics C. values and lifestyles D. sociometrics 7) Employees would trust management more if they A. were...
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...|Tour3003 | |Final Report | |Tourism Marketing | |11/2/2012 | | | Executive Summary This report examines the marketing strategy of the tourism destination of Singapore. The group has set its sight on the segment of Seoul Young Adults, South Korea who are interested in Food and Culture. Through a thorough research on the marketing mix elements, it was found that although Singapore is a slightly more expansive destination as compared to its neighbouring competitors, it has much to offer. Being a developed country, Singapore has more packages on its attractions. Furthermore, collaborations with travel services companies help to increase these packages. Further research reveals that as a destination brand, Singapore constantly seeks to improve its offerings and reach to a wider market through technology like...
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...Workplace 1) Which of the following is true about the importance of effective communication to your career and to the companies where you will work? A) Communication is important for most jobs, except technical jobs such as engineering or finance. B) The higher you rise in your organization, the more time you spend using the technical skills of your profession, and the less time you spend communicating. C) Good communicators are generally more difficult to find than good accountants, good engineers, or good attorneys. D) Good communication has not been linked to financial advantages for companies. E) Communication is important for most jobs, unless you are an entrepreneur. Answer: C Explanation: C) The world is full of good marketing strategists, good accountants, good engineers, and good attorneys—but it is not full of good communicators. Acquiring good communication skills will provide you with an opportunity to stand out from your competition in the job market. Classification: Conceptual AACSB: Communication Abilities LO: 1 Difficulty: Easy Learning Outcome: Describe best practices in team and interpersonal communication 2) Which of the following is true about the importance of effective communication to your career and to the companies where you will work? A) Communication is important for most jobs, except technical jobs such as engineering or finance. B) The higher you rise in your organization, the less time you spend using the technical skills...
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...Terranisha Nathaniel October 15 2014 Sherrow Pinder African American Studies 170 “Dyes and Dolls: Multicultural Barbie and the Merchandizing of Difference” In the article “Dyes and Dolls” by Ann duCille she discusses how many, “manufactures have taken on a global perspective of a nearsightedness that constructs this whole new world as small and cultural difference as consumable (Ann duCille, p267). When Barbie turned the age of thirty Newsweek reported that there were 500 million Barbie dolls sold, on Barbie’s thirty fifth birthday Boston Globe reported that nearly two Barbie dolls are sold every second somewhere in the world; and fifty percent of these dolls are sold in the U.S (Ann duCille, p267). 1990 Mattel Inc discovered a new marketing strategy to make more money by going “ethnic” launching a campaign for Black and Hispanic versions ( A. duCille, p267). According to Deborah Mitchell, say Ann, Deborah ( African American woman) says, “Barbie allows little girls to dream”. “When little girls fantasize themselves into the conspicuous consumption, glamour, perfection, and, and some have argued anorexia of Barbie’s world, it is rarely, if ever, “in their own image that they dream” Regardless of what color dyes the dolls are dipped in or what costumes they are adorned with, the image they present is of the same mythically thin, long-legged, luxurious haired, buxom beauty (A. duCille, p268). But profit still continues to be the driving factor merchandizing of difference...
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...Eng-111 Ms. Jennings 21 NOV 12 Public Schools are Becoming Top Contenders Public schools are an icon of America; a large majority of students attend them. It is easy to look at the most underperforming public schools and conclude that the public school system is flawed and failing our students. Americans today tend to believe that private schools are better than public schools. It is often said that if your child attends a private school they will have received a better education. However, there are numerous triumphs of public education. Most notable advantages of public schools are that their easily accessible, their diversity, and their accommodations. The public school system had shown a lot of positivity influence to advance its students and has regained the parents support. Public schools get their money from a mixture of local, state, and federal level. Paying tuition, which can easily dissuade parents, is not a hindrance in public school. In the documentary “Superman” one of the parents had to pull her child out of a private school due to tuition cost not being paid; whereas attending public schools there is no tuition, it is free. In the Article “What Makes a School Great: A Call to Action for Public School” It talks about the public schools being offered 4.45 billion in stimulus money to get them to rationalize their system. According to The Council for American Private Education the average cost of tuition is 8,549 per year. This...
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...together with the way an individual meditates on different issues or situations in our lives. There are many different methods of persuasion techniques that have been used in marketing, public campaign, and in political messages. The authentic message itself is essential as one message can bring about wavering altitudes of emotions and humor for many different people. In human relationship humor is not only significant, but it can help reliefs the pressure and avoid the escalation of conflict, but it is also can be a remedy for your heart, soul, and mind. (Seiter & Gass, 2004). Some individuals have many different opinions on this subject matter, however, regarding the effectiveness of humor in persuasion. After reading Perspective on persuasion, social influence, and compliance, The Effectiveness of humor in persuasion: the case of business ethics training, and The Joint impact of humor and argument strength in a print advertising context: a case for weaker argument I had a few questions that I thought about. There are, what is the appropriate time when an individuals should use humor in marketing, for illustration? What types of humor is restricted in public speeches designed to persuade other individuals? Can humor be used to cross into the ethical boundaries in professional setting and marketing? What are some of the risks matter in using...
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...Cultural Diversity of Ford Motor Company Employees The rise of multinational companies and increased global diversification by even small companies has resulted in people of diverse backgrounds and cultures working together in the same office or for the same organization. Conflict in such situations is predictable, but understanding the diversity issues can help companies implement programs designed to keep conflict at a minimum and to take full advantage of the many benefits which such diversity brings to an organization. Key to understanding how diversity is managed in multinational organizations is understanding the concept of corporate culture (which defines organizations), diversity programs and their use to minimize conflict among employees, and the unique problems that employees working overseas encounter. One of the biggest companies that have worked a lot on diversity is Ford Motor Organization. Ford Motor Company is an American multinational corporation and the world's second largest automaker, selling vehicles in 200 markets and with approximately 345,000 employees on six continents. Ford also is a family with a heritage of strong and clear values. One of the most essential of Ford values is their commitment to diversity and inclusion. For Ford, diversity is a means to an end. It is one of the ways the company is seeking to drive a transformation to a team-based workplace. To have meaningful relationships with customers (and other stakeholders) it is essential...
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