...advert/commercial in order to promote the product or service, Attention through Social influence and Identity (including strengths and weaknesses) • Celebrity Endorsement (social influence) Sophia • Self-perception (identity) Sophia CELEBRITY ENDORSMENT (social influence) social power- the capacity to alter actions of others Referent Power A person admires the qualities of a person or a group; tries to copy the referent’s behaviours Consumers voluntarily modify what they do and buy in order to identify with a referent • Product endorsements • Distinctive fashion statements • Championing causes Aligned messages • In messages to promote consumer behaviours, developers often incorporate images or wording depicting the frequency of the undesirable CB SELF PERCEPTION (identity) Self-concept is a collection of beliefs about one's own nature, unique qualities, and typical behaviour i.e., a collection of mental pictures of the self Weiten Dunn & Hammer 2012 Self identity/ Social identity Actual/ Ideal self OR social image Self Congruency Theory If perception of product’s image is consistent with self-identity, more positive attitude to and increased likelihood of purchasing product Social Identity theory People favour in-groups to enhance their self-esteem Identity in consumer behavior Choosing same products as in-group members facilitates communication of desired social identities Assimilation Product as a symbol of Ideal self ...
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...This element of the marketing mix looks at the systems used to deliver the service. Imagine you walk into Burger King and order a Meal and you get it delivered within 2 minutes. What was the process that allowed you to obtain an efficient service delivery? Banks that send out Credit Cards automatically when their customer’s old one has expired again require an efficient process to identify expiry dates and renewal. An efficient service that replaces old credit cards will foster consumer loyalty and confidence in the company. All services need to be underpinned by clearly defined and efficient processes. This will avoid confusion and promote a consistent service. In other words processes mean that everybody knows what to do and how to do it. This element of the marketing mix looks at the systems used to deliver the service. Imagine you walk into Burger King and order a Meal and you get it delivered within 2 minutes. What was the process that allowed you to obtain an efficient service delivery? Banks that send out Credit Cards automatically when their customer’s old one has expired again require an efficient process to identify expiry dates and renewal. An efficient service that replaces old credit cards will foster consumer loyalty and confidence in the company. All services need to be underpinned by clearly defined and efficient processes. This will avoid confusion and promote a consistent service. In other words processes mean that everybody knows what to do and how to do it...
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...BTEC LEVEL 3 BUSINESS P1-Describe how marketing techniques are used to market products in two organizations Introduction In this task (P1) I will describe and explain how different marketing techniques are used to market products in two different organizations. The first one being Cotswold wildlife park and the second organization being Tesco. Using these two organizations I will describe the marketing techniques that they used to market products. Marketing 1) Marketing is the action, set of institutions, and processes for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners and the society at large. https://www.ama.org/AboutAMA/Pages/Definition-of-Marketing.aspx 2) Marketing is the social process by which individuals and groups obtain what they need and want through creating and exchanging products and values with others. http://www.marketingteacher.com/what-is-marketing/ 3) Marketing is traditionally the means by which an organization communicates to, connects with, and engages its target audience to convey the value of and ultimately sell its products and services. http://heidicohen.com/marketing-definition/ From the first definition of marketing, what I understand is that marketing is a process or activity that takes place by interacting directly to the customer or client. It is doing actions that will benefit the customer as well as the business...
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...Defining Marketing Martha Apuan University of Phoenix Marketing MKT/421 David Rubenstein June 17, 2013 Defining Marketing Marketing is essential for the success of a company. With the changing times and the advance in technology more products are being introduced to the consumer, however, before the consumer can purchase a new item he or she has to know it is worth buying. In this paper I will define marketing, providing my own definition as well as two other definitions from credible sources. I will also explain the importance of marketing in organizational success based on the definitions and provide three examples from the business world to support the explanation. Jay Levinson said, “If you don't believe in your product, or if you're not consistent in the way you promote it, the odds of succeeding go way down. The primary function of the marketing plan is to ensure that you have the resources to do what it takes to make your product work” (Entrepreneur, 2000-2013). Marketing Defined According to the textbook Basic Marketing, “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” (William D. Perreault, 2011, p. 6). The American Marketing Association provides this definition, “Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging...
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...Paper Marketing Defined In today’s business world marketing is a tool used to promote and excel the sales of a product. Marketing has advanced to extreme levels in the past decade because of all of the new advancements in technology. Marketing is used to make consumers aware of a product or service to promote business and keep up with competitors. Marketing surrounds us in our daily life even if we are unaware of it. It is on the T.V., the radio, in magazines, and newspapers, on the internet and billboards on the freeway. This paper is going to define marketing and explain the importance of marketing in organizational success this paper will also provide three examples from the business world that support the definition. Marketing is a tool that when put into a plan becomes a successful way to promote a business, a marketing strategy plan is something that every business, large or small should put time and effort into. This time and effort that is put into a marketing strategy plan turns in financial success for the business when it is sought through properly. Examples of marketing can be something as simple as a business card or a bulk email sent out to 100’s of people advertising a sale. According to Entrepreneur Media (2012), "Every company needs "literature," printed pieces that do a careful and well-thought-out job of presenting its products and services: catalogs, newsletters, product sheets and brochures, letterhead, presentation folders, specification sheets, case...
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...Marketing Melanie Kennedy MMPBL/502 April 18, 2011 Ricardo Camacho Marketing Kudler Fine Foods (Kudler) is interested in expanding its service offerings to add a catering service in addition to the in-store parties that it currently offers. This paper will review and explore Kudler’s possibilities of expanding its services. This paper will also discuss examples of the different kinds of opportunities within Kudler’s has marketing mix that include the product, price, place and promotions for its new catering services. Kudler, founded by Kathy Kudler in 1998, is a one of a kind gourmet specialty food store that praises its quality food at low costs. The company has now expanded to three stores in three strategic locations, La Jolla, Del Mar, and Encinitas, California. In order to maintain a competitive advantage, Kudler recently decided to contract local organic food growers. Kudler now has decided to expand their catering services. Market Research Kudler surveyed approximately 70 customers on performance within the organization in 2008 and 2009. Topics included store hours, appeal of the store, food selection, value of produce, merchandise displays, and overall customer satisfaction. Kerin, Hartley, Berkowitz, and Rudelius indicated that, “marketing research is the process of defining a marketing problem and opportunity, systematically collecting and analyzing information, and recommending action.” Kudler should expand its survey groups to include newer...
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...CHAPTER ONE 1.0 Introduction This chapter presents the background of the study, statement of the problem, research objectives, research questions, significance the study and limitation of the study. 1.1 Background of the study Small businesses raise customer’s awareness and interest about their products or services through promoting them. The process of promotion...
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...organizations because it gets the word out about products, services and events. Without marketing an organization would not do as well financially because they would be relying on their customer’s and employee’s opinion on the organization. There are many forms of effective marketing. There are also times where marketing can make a company look undesirable. It is important that the sales department and marketing department work together when making business decisions on a product, service, or event. “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” (Perreault, Cannon, & McCarthy, 2011, p. 6).” According to “Marketing” (2013), “it includes the advertising, selling and delivery products to people” (para. 1). The author interprets marketing as using all available channels and resources to make a product, service, or event desirable to current and new customers. Marketing is designed to meet the buyer’s needs and wants. Marketing is important because it builds a relationship between the consumer and the organization. Consumers want to buy a product or service or attend an event that will provide convenience in their lives. Marketing is beneficial to non-profit and for profit organizations because it gets the word out to interested parties. Water is a product that is used for many purposes like drinking...
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...Green marketing can be defined as promotional strategy designed to promote product or services based on environmental factors or awareness. Green marketing is different from the “marketing.” Organisation involved in green marketing take decisions relating to the systems, policies and processes of the organisation`s products (Brueckner 2010). In simple words, green marketing promote sustainable consumption. It emphases consumer needs with an effort to improve the environmental attributes of products or services. Further than, products and services, green marketing also emphases on the companies` performance on environmental management. It also takes into consideration the management systems prevailing production and service facility and use of technologies in the manufacturing process. Moreover, green marketing assess the conditions under which products are manufactured and service delivered. It has the benefit of changing consumer attitudes toward a product or brand (Brueckner 2010). Green marketing is always referring as a method of manipulating consumers’ preferences and lifestyle toward sustainable consumption. This implies that green marketing primarily purpose is to promote sustainable consumption without challenging the principles underlying western consumption (Brueckner 2010).Moreover, in recent years, there has been an increment in the green products and services. Even if, these products and services were promoted with green marketing campaign, the environmental problems...
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...Social Media Marketing Zayda Patton Principles of Marketing BUSB340 Dr. Vernon R. Stauble July 28, 2011 Social Media Marketing Social Media Marketing is an internet-based that allows people to participate actively in the marketing and selling of products and services in online marketplaces and communities. It is used to persuade consumers to buy products and services that are worthwhile to them at low-cost combining technology and social interaction (Lake, 2011). It allows businesses marketing their products at cost effective with the advantage of targeting specific markets. Social media is an online word of mouth communication that creates a cycle of acquisition and retention (Morton, 2001). Social media gives marketers a voice and a way to communicate with peers, customers and potential consumers. It personalizes the “band” and helps to spread the message in a relaxed and conversational way (Lake, 2011). It has provided great benefits to small businesses to access potential customers without investing great amount of money on paid advertising. Now days, businesses can take advantage of being part of social media marketing to promote their products and services. To have an effective social media marketing a company needs to analyze and determine what market they will be targeting and what kind of data is available to identify the factors that are important to the company to achieve the goals desired (Stephens, 2011). The best way a company can effectively start...
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...16-17 Conclusion…………………………………………………………………. 18 References………………………………………………………………….. 19 EXECUTIVE SUMMARY The objective of the promotional plan is to improve its marketing situation and improve growth of Malacca Badminton Association and create competitive advantage among competitors. The SWOT analysis, their strength is providing decent services, quality products and umpire and badminton training. They have their opportunities which are attracting more people join badminton and umpire training. The promotion strategy, we using Dato Lee Chong Wei as the core image of advertisement, to represent badminton; jumping smash action, to represent skills. The slogan we using is “Join us, the next Lee Chong Wei is you”, to illustrate the image that join MBA badminton training, you might become him one day. We deliver the message that by joining MBA badminton training or umpire training, we can improve ourselves no matter badminton skills or umpire knowledge. Regarding the budget, we will spend around RM20000 to advertise in various channels such as radio, online, newspapers. We will choose the most popular for each category to promote our advertisement. We will...
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...a marketing mix” is known as studying the right product, putting that product in the right place, at the right price, in the right manner. In simplest terms, the four P’s is as followed: product, place, price, and promotion. Implementing all four P’s can mean success for an organization. To the Hawaii Department of Education, executing each element precisely without mendaciousness is the difference between mediocrity and exceeding expectations. Even though Hawaii’s public school system graduate majority of their students, something needs to happen with the fraudulent spending going on to promote the very best education for Hawaii’s youth. To understand that idea, take a deeper look at each P and its importance it plays in marketing, the unethical structure, and the unsupervised supervised spending. Product Tangible goods like Boxing gloves, airplane, and a white t-shirt or services such as medical care, babysitting, or education is the product element a company markets. Take the school system for example. The school system has many product elements: the education itself; a simple set of tools one will need to be successful in their adult years and others like team sports, college prep courses, programs for at-risk youth, arts, etc., all supporting the source of the marketing mix. Not only do people use this product for its benefits, but they also buy into the product for what it means to them. Smith (2013), A product that someone needs and wants to buy is at the heart...
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...because they need make their product/services aware to everyone. Tesco’s methods using in achieving these affects may vary, depending on their goals, markets and industries. Tesco’s promotions include advertising, sales promotions, sponsorships and other strategies. Tesco’s need to make sure that when promoting products/services they target the correct consumers those who are more likely to buy their product. Increase brand awareness Above the line promotions like television, radio and newspapers help business increase brand awareness. This is because these types of promotions target many people, for example in the UK 84% of the population read the national newspapers. If a brand is seen by people on a regular basis then it will stick in their minds and consumers will know more about the product. When Tesco are selling a new product/service then they will be reaching out to a new market they have to explain to customers what they are offering. Brand awareness can be measured by market, regionally or nationally. It takes a lot of time for businesses to build their brand awareness levels that match established competitors. During special occasions like Christmas and Easter their advertising increases as people tend to buy more during these festive periods so they more they advertise their products the more they will sell. This will increase brand awareness because if they are advertising double the amount then people will see their products/services more often and they will remember...
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...Twitter is an Excellent Marketing Tool to Promote a Small Business Twitter is an Excellent Marketing Tool to Promote a Small Business W W Good marketing can lead to a business being successful, but there will never be any guarantees that this is the case. Many new business owners are short on capital at the beginning and do not have enough financial resources to hire a marketing firm. As a result, many new business owners want to try to market the business themselves. Nowadays, businesses can go to social media such as Twitter because it is one of the best marketing tools which any owner can use to reduce cost and time in getting their business up and running. “Twitter is a social networking service; it has gained popularity because it is relatively simple to use.” It is about discovering interesting people around the world who might be interested in what the company is selling. It also builds followers who are interested in a company’s services, and then providing people with some kind of knowledge, based about the company’s news every day. People advertise recruiting services, consulting businesses, and retail stores by using Twitter. Twitter is a platform that actually works because companies can market their products and services in a fast, easy way with as little cost as possible. There is no cost to use it, and small businesses do not need to have large followers to be effective. For marketing purposes, Twitter is useful for connecting...
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...a marketing mix” is known as studying the right product, putting that product in the right place, at the right price, in the right manner. In simplest terms, the four P’s is as followed: product, place, price, and promotion. Implementing all four P’s can mean success for an organization. To the Hawaii Department of Education, executing each element precisely without mendaciousness is the difference between mediocrity and exceeding expectations. Even though Hawaii’s public school system graduate majority of their students, something needs to happen with the fraudulent spending going on to promote the very best education for Hawaii’s youth. To understand that idea, take a deeper look at each P and its importance it plays in marketing, the unethical structure, and the unsupervised supervised spending. Product Tangible goods like Boxing gloves, airplane, and a white t-shirt or services such as medical care, babysitting, or education is the product element a company markets. Take the school system for example. The school system has many product elements: the education itself; a simple set of tools one will need to be successful in their adult years and others like team sports, college prep courses, programs for at-risk youth, arts, etc., all supporting the source of the marketing mix. Not only do people use this product for its benefits, but they also buy into the product for what it means to them. Smith (2013), A product that someone needs and wants to buy is at the heart...
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