...capability of person that how far he/she can think beyond the actual world. Fantasies lead to creative idea generations. As successful in other walks of life, fantasy is widely used in business. Marketers usually use this concept of fantasy in their product promotions. The main motive is to seek maximum attention. The promotional campaigns and ads are designed in such a way that they take customer into an imaginative world. The customers impressed with promotional campaign tend to think that the product will give them ultimate comfort and is the best available solution to their needs. The fantasy campaigns go a step further and create artificial need by making a customer realize that his personality or surrounding will remain incomplete without this product. This particular ad is a good example of fantasy. The ad targets youth by giving the impression that drinking red bull gives wings. Similar is the case with this ad. The hypothesis presented in this ad is also fantasizing the product. If practiced by someone the consequences can be imagined. The two ads discussed give a clear picture that how marketers use concept of fantasy and exaggeration in their promotional...
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...The Promotional Mix For this task I have to describe the promotional mix used for two different businesses. The first promotional mix I have chosen is for the Samsung galaxy s4. I will be describing how the promotional mix that is used to promote the product. The second promotional mix I have chosen is for Lynx Apollo Marketing mix The marketing mix is the combination of four major tools of marketing otherwise known as the 4ps • Product • Promotion • Price • Place Promotional mix The traditional 4ps of the marketing mix are appropriate for dealing with tangible products such as a car or a pair of football boots. But for services such as banking and retailing the 4ps cannot be applied. So an extended marketing mix – the 7ps – is used • People • Processes • Physical evidence In order to develop a successful promotional mix for a product, it is important for a business to first, understand the nature of the customers and their needs and wants. The business needs to act to the information about their customers and create marketing activities that deliver something of value to customers. To implement marketing activities the business uses the marketing mix. Advertising The American marketing associations definition of advertising is: ‘advertising is a paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor’. Advertising is the method used by a wide variety of organisations to; • Communication a message to...
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...Critical Issues After an analysis of the current situation, Blue Orb Inc. needs to address the following: • Transition Path from a research-orientated organization into retail oriented business • Strategic business decision regarding marketing plan for SwitchBlade Pro o Inability to convert free subscribers to paid subscribers o Whether to accept The FightWare Proposal as a part of marketing campaign o Whether to do in-house promotional SwitchBlade Pro gaming competition as a part of marketing campaign Situation analysis Blue Orb Inc. must develop a comprehensive marketing strategy in order to create awareness for their SwitchBlade Pro software to generate revenue. They are in this situation due to a low volume of paid subscribers. They need to convert free downloads to subscriptions. They have an excellent software program and Blue Orb believes when gamers use SwitchBlade they will like it. The inability to get the word out has hindered Blue Orb’s market share as well as sales. Blue Orb’s weakness is its lack of promotional efforts as the awareness of SwitchBlade is relevantly low with a deadline of mid-September, and its strength is that they offer a differentiated product and offer 15 years of active business. Their opportunities involve creating a partnership with hardware and software companies however this requires obtaining 10,000 paying consumers (see Exhibit 1: SWOT Analysis). In addition, a low barrier to entry enables competitors to enter the market...
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...L’échec du BIC en lancement des sous-vêtements en FRANCE Sommaire L’histoire…………………………………... ………………………………………………3 Présence mondiale……………………… ………………………………………………4 Développement durable………………… ………………………………………………5 Bic en chiffres……………………………. ………………………………………………6 Références………………………………... ………………………………………………7 L’histoire Le Groupe BiC est une société cotée en bourse fondée le 25 octobre 1945, dont le siège social se situe à Clichy en France. Années clés – expansion vers international 1945 - Marcel Bich (1914-1994) et son associé Edouard Buffard (1908-1996) fabriquent à Clichy (France) des pièces détachées de stylos plume et porte-mines 1950 - Marcel Bich lance le stylo à bille BIC® Cristal® en France. BIC® est une version raccourcie de son propre nom 1954 - Entrée de BIC sur le marché italien 1956 - Entrée de BIC sur le marché brésilien 1957 - Entrée de BIC au Royaume-Uni, en Australie, en Nouvelle-Zélande, en Afrique du Sud... par l’acquisition de Biro Swan (Royaume-Uni) 1958 - Entrée de BIC sur le marché des Etats-Unis par l’acquisition de Waterman Pen 1959 - Entrée de BIC sur les marchés scandinaves 1960 - Expansion de BIC en Afrique et Moyen-Orient dès le début des années 60 1965 - Entrée de BIC sur le marché japonais et le marché mexicain 1969 - Création de BIC Graphic (marquage publicitaire) 1972 - Entrée de BIC en Bourse (Paris) 1973 - Lancement du Briquet BIC® 1975 - Lancement du Rasoir BIC® 1979 - Entrée de BIC sur les marchés...
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...se Old El Paso: make tonight taco night * Kurt been asked to develop a strategy to get Old el paso on consumer shopping lists more often * Challenges * Canadians don’t prepare Mexican good frequently as other meals * 2 obstacles to increase purchase frequency is * There is lack of top of mind awareness of category * Even if ppl do think of them, there strong perception that Mexican meals inconvenient and difficult to prepare given variety of ingredients * Old el paso has 91% market share of Mexican dinner kit market and 70% market share of Mexican component market and 15% share of salsa market * Hard to grow dominant market share because difficult to capture market share from competing brand * Immediate challenge: create 2010 marketing plan and budget and incorporating a LT ustainable strategy brand * Mexican food category divided into meals and sauce * Consumers can buy either complete meal kit or individual components * Old el paso dominant brand in both meal kit and components with market share of 91.2 and 70.4% * Recently there market share declined by 1.8% in meal kit and 0.9% in components * Mexican salsa market * Annual households buying salsa increased by 16% to 36% b/w 1988-1992 * Consumer behaviour * Had a survey and 65% agreed that Mexican makes a fun meal but these people prepare far less then other meals * Consumers prepare tacos 3 times per yr ...
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...WHAT IS MARKETING? Marketing Focuses on Exchange One popular conception of marketing is that it primarily involves sales. Other perspectives view marketing as consisting primarily of advertising or retailing activities. For some of you market research, pricing, or product planning may have come to mind. While all these activities are part of marketing, it encompasses more than just these individual elements. The American Marketing Association defines marketing as the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives. Effective marketing requires that managers recognize the interdependence of such activities as sales and promotion and how they can be combined to develop a marketing program. The AMA definition recognizes that exchange is a central concept in marketing. For exchange to occur, there must be two or more parties with something of value to one another, a desire and ability to give up that something, to the other party, and a way to communicate with each other. Advertising and promotion play an important role in the exchange process by informing consumers of an organizalion's product or service and convincing them of its ability to satisfy their needs or wants. Not all marketing transactions involve the exchange of money for a tangible product or service. Nonprofit organizations such as charities religious groups, the...
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...Havering College of Further & Higher Education UNIT 4 MARKETING PRINCIPLES (F/601/0556) QCF LEVEL 4: BTEC HIGHER NATIONAL ASSIGNMENT BRIEF Assessment title: | Marketing Principles | | Lecturer: | JON BENNETT | Issued date:Submission date: Task One byTask Two byTask Three byTask Four by | FINAL SUBMISSION OF ALL TASKS 20TH JANUARY 2015STUDENTS ARE ABLE TO SUBMIT DIFFERENT TASKS AS AN INTERIM ASSESSMENT TO GAIN FEEDBACK PRIOR TO FINAL SUBMISSION.ONLY WITH EXCEPTIONAL CIRCUMSTANCES WILL WORK BE ALLOWED TO BE LATE. | Learning Outcomes | LO1 Understand the concept and process of marketingLO2 Be able to use the concepts of segmentation, targeting and positioningLO3 Understand the individual elements of the extended marketing mixLO4 Be able to use the marketing mix in different contexts | IntroductionThis is a broad-based unit which gives learners the opportunity to apply the key principles of marketing. Firstly, the unit looks at the definitions of marketing, and what is meant by a marketing orientation and the marketing process.Next, learners consider the use of environmental analysis in marketing and to carry out their own analyses at both macro and micro levels. They will also investigate the importance of market segmentation and how this leads to the identification and full specification of target groups. Learners then consider buyer behaviour and positioning. The unit looks at the main elements of both the original and the extended marketing mix. This...
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...x OLC EUROPE UNIT 4 MARKETING PRINCIPLES QCF LEVEL 5: BTEC HIGHER NATIONAL ASSIGNMENT Assessment title: Marketing Principles Lecturer: Issued date: Submission date: Task One Task Two Task Three Task Four Learning Outcomes LO1 Understand the concept and process of marketing LO2 Be able to use the concepts of segmentation, targeting and positioning LO3 Understand the individual elements of the extended marketing mix LO4 Be able to use the marketing mix in different contexts Introduction This is a broad-based unit which gives learners the opportunity to apply the key principles of marketing. Firstly, the unit looks at the definitions of marketing, and what is meant by a marketing orientation and the marketing process. Next, learners consider the use of environmental analysis in marketing and to carry out their own analyses at both macro and micro levels. They will also investigate the importance of market segmentation and how this leads to the identification and full specification of target groups. Learners then consider buyer behaviour and positioning.The unit looks at the main elements of both the original and the extended marketing mix. This includes an introduction to the concept of the product life cycle, new product development, pricing strategies, distribution options and the promotion mix. Finally, learners will develop their own marketing mixes to meet the needs of different target groups. This...
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...NIELSEN CASE COMPETITION 2013 HANOI EDITION NIELSEN CASE COMPETITION 2013 HANOI EDITION TEAM APPLICATION ENIGMA TEAM Nguyen Tran Mai Anh Nguyen Dang Huy Ngo Viet Huong Vu Huynh Thi s3357644 s3393111 s3393213 s3357726 SECTION 1: Team Overview NIELSEN CASE COMPETITION 2013 HANOI EDITION PART 1: Members’ Information Student Name: Nguyen Tran Mai Anh Student Number: s3357644 Program: Bachelor of Commerce (Marketing) Top three relevant achievements, skills or experiences: 1. Achieved a high distinction in Marketing Principles, Market Research and Marketing Communications January 2011, June 2013 and September 2013. 2. 1 of the 3 recipients of the RMIT Academic Excellence Full Scholarship in September 2012 3. Excellent communication skills, obtained from holding the position of Business. Development Executive at the youth organization AIESEC Hanoi. Current GPA: 3.70 Current Semester: 06 Student Name: Nguyen Dang Huy Student Number: s3393111 Program: Bachelor of Business (Marketing) Top three relevant achievements, skills or experiences: 1. Achieved a high distinction in Buyer Behaviors and a distinction in Marketing Principles. 2. Possess a wide range of soft skills through leadership roles as a Media Officer for the RMIT Student Council, Lead Designer at RMIT Marketing Club and Marketing Manager at RMIT Student Engagement Support Group. 3. A professional visual communicator with the ability to produce multimedia materials that helps build powerful and convincing...
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...processes for creating, communicating, delivering, and exchanging offering that have the value for customers, clients, partners, and society at large Exchange: central concept of marketing, basic use of marketing activities to create relationships with customers. 2 or more parties with something of value ot exchange, way to communicate w. eo * Not all marketing transactions involve exchange of money. Nonprofits use ads to bring in more donations Value: how customer views benefits of a product or service weighed against the cost of buying and cosuming it * Benefits can be functional, experiential, &/or psychological Marketing mix- Product, Place, Price, Promotion Integrated Marketing Communication (IMC)- coordinating various promotional elements and other marketing activities that communicate w/ the firms customers. Marketing Revolution: * Shifting of marketing expendistures from traditional media advertsing to other forms of promotion, and nontraditional media * Rapid growth of the internet and social media that’s changing the nature of how companies do business and the ways they communicate and interact with customers * Shift in marketplace power from manufacturers to retailers * Growth and development of database marketing * Demand for greater accountability from advertising agencies and changes in the way agencies and marketing communication firms are paid Brand identity: combination of logo, symbols, design, packaging, and performance of a...
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...It includes things such as mountains, lakes, countryside and Fig. 2 (Cliffs of Moher 2016) coastlines therefore it is very important that it is kept very well preserved especially since there can be the dangers of coastal erosion. In this sector examples include the famous Cliffs of Moher(fig.2), and The Giant’s Casueway. Also hiking trail around the Ring of Kerry. Ireland is that one exception when the photos which are pictured on the promotional brochures lose out to the real splended...
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...ETHIQUE 6) Placement de produit et éthique Many consumers and researchers consider product placements as excessive commercialization of the media and an intrusion into the life of the viewer. The viewer does not go to the movie or television to see the product placement. Rather, viewers often attend movies and television to escape the realities of life. As such, marketers must make the product placement look obvious at the point of emergence. Sometimes, the product or brand placement is weaved into the plot, like ET's Reese's Pieces with a 65% increase in sales due to this placement (Balasubramanian, Karrh, and Patwardhan, 2006). If the plot connection and the reflection of the user or character in the film are missing, the product placement often is futile. Hence, relevance of the product to the situation needs to be created by possibly incorporating the placement planning at the script level. (Panda, 2004; Hackley, Tiwsakul, and Preuss, 2008; Kuhn, Hume, and Love, 2010) Product placement caters to a captive audience even though the brands are shown in their natural environment. But, viewers generally tend to like product placements unless there are too many or they are invasively irritating. Product placements typically are seen as an acceptable practice, frank, amusing, pleasant, and dynamic. In general, viewers consider product placements to enhance realism, aid in character development, create historical subtext, and provide a sense of familiarity. However, if the...
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...4PS OF MARKETING Introduction In the early 1960s, the concept of 4Ps was first suggested by E. Jerome McCarthy. He suggested that these four P’s as Product, Pricing, Place, and Promotion. The main reasons the marketing mix is a powerful concept are it makes marketing seem easy to handle, allows the separation of marketing from other activities of the firm and the delegation of marketing tasks to specialists. The marketing mix concept also has two important benefits. First, it is an important tool used to enable one to see that the marketing manager’s job is, in a large part, a matter of trading off the benefits of one’s competitive strengths in the marketing mix against the benefits of others. The second benefit of the marketing mix is that it helps to reveal another dimension of the marketing manager’s job. All managers have to allocate available resources among various demands, and the marketing manager will in turn allocate these available resources among the various competitive devices of the marketing mix. These 4Ps are: 1. THE PRODUCT: Exactly what product or service are you going to sell to this market? Define it in terms of what it does for your customer. How does it help your customer to achieve, avoid or preserve something? You must be clear about the benefit you offer and how the customer’s life or work will be improved if he or she buys what you sell. 2. THE PRICE: Exactly how much are you going to charge for your product or service, and on what...
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...Tertiary and Vocational Education Commission 1.0 Introduction: Tertiary and Vocational Education Commission (TVEC) was established in 1991 under the provisions of Tertiary and Vocational Education (TVE) Act. No. 20 of 1990. It has been functioning under the purview of the Ministry of Vocational Training and Rural Industries as a separate unit up to December 1999. The Presidential Task Force on Technical Education and Vocational Training recommended enhancing the capacity and capabilities of the TVEC in 1998. Accordingly, the Commission was re-established in December 1999 as a body corporate with additional powers on research and development and fund allocation under the provisions of the TVE Act. No.50 of 1999. 1.1 Vision A Technical and Vocational Education and Training (TVET) system where all seekers of training will have equal access to the highest possible standards of TVET, that assures gainful employment globally 1.2 Mission As the apex body in the TVET sector, we are committed to establish and maintain an efficient, effective and quality assured TVET system, which is relevant to socio-economic goals, and changing market needs. 1.3 Objectives The general objectives of the Commission are: a. Policy development, planning, co-ordination and development of the Tertiary Education and Vocational Education at all levels in keeping with human resource needs of the economy b. Development of a nationally recognized system for granting of Tertiary...
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...Discussion paper Do you agree with the concept that there is only one social responsibility of business- to use it's resources and engage in activities to increase it's profits so long as it stays within the rules of the game, which is to say, engages in free and open competition without deception or fraud? I feel that businesses have an obligation when it comes to social responsibilities to not only act ethically but to act responsibly when it comes to all business engagements. I don`t agree with the Idea of a business being created just for the idea of making money but I believe that the core of each business should be to improve the lives of others and their surroundings. If the cocept of others are placed in the heart of each business and if the businesses abide by it, then the amount of deception, fraud, and the lack of ethics that may be found in business today will dramatically decrease.I don`t think that there is only one social responsibility of a business but there are a few responsibilities that businesses should take in and apply. I can`t think of all the responsibilities because it can change do to the nature of the business, but a couple things that should always be the priority for all businesses are to take care of the workers and the customers. If the business can keep their workers and the customer happy, then it will be a foundation for a successful business."A firm that consistently fulfills its social obligations makes itself a desirable member of the community...
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