...“WHAT DO MARKETERS DO?” Marketers can be seen as the bridge between an organisation and the community; the many roles of a marketer include focusing on the competition, finding out perhaps why consumer chooses their products over yours. Focusing there efforts on understand your customer base for services and product and evolving accordingly, creating new ideas helping expand the growth of a company, creating a brand. Ensuring good internal communication between all departments is well connected. To put it simpler marketer/marketing departments roles in there organisation are to make help make product/service X more appealing to the consumer base then product Z from another organisation (Rob Engelman, March 2007, “What Does A Marketing Department Do”). Globalisation for a company is a massive step for any organisation. The roots of the first few steps are marketing, a wide range of challenges appear when stepping onto the international scale. The first is simply finding a market need for your product and service; would there even be a consumer base? Cultural difference would be a massive factor, they would you advertise is different, the colour you use would be different, Asian culture the colour red is the colour of good fortune hence why many companies use the colour scheme to help blend in culturally. The time zone differences are a factor, communication could be an issue (Brian Hill, “What Are Some Challenges That Firms Face for International Marketing?”). The key principles...
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...Global Energy Management Institute International Financial Risk Management R.J. Reynolds International Financing HBS Case 9-287-057 The case is set in the context of RJR’s 1985 financing of its $4.9 billion acquisition of Nabisco Brands Inc. To finance the acquisition, RJR was proposing the issue of $1.2 billion of 12 year notes and the same amount in preferred stock. It had already funded $1.5 billion of the acquisition leaving $1 billion more to finance. Challenges facing RJR: Of the $1.5 billion that had been funded, $500 million came from cash and the remaining was through bank borrowings and commercial paper. These borrowings added to the debt that RJR had issued in 1984 and brought their debt ratings down to A. The remaining $1 billion financing would have to keep this in mind as well as the $1.2 billion of 12 year notes to be funded. To determine the financing, we need to consider the following choices: Debt vs. Equity: RJR is a mature company whose cash flows (> 1.5 billion in 1984) can support debt. Short term vs. Medium to long term: Given their commercial paper and short term debt, and their long term debt, what is ideal for them at this juncture would be an issue of intermediate term (3-5 year) debt. Fixed vs. Floating rate: The short term and commercial paper debt that they already have suggests using fixed rate debt. Currency of financing: They do not have significant yen exposure that calls for exposure to yen liabilities Domestic...
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...CERITA 2 Notis Penting!!! Sebarkan Kpd Wanita Yg Anda kenali? Kebelakangan Ini, Sebahagian Kawasan Di Kuala Lumpur Diresahkan oleh Kejadian Mengerikan Yang Terjadi Hampir Setiap Hari. Diberitakan Ada Seorang Pengamal Ilmu Hitam Yang Berkeliaran Di Daerah-Daerah Di Kuala Lumpur , Sebahagian Besar Selangor Dan Juga Negeri Sembilan. > > > > > Sasarannya Adalah Wanita, Tidak Kira Muda Atau Tua Dan Tidak Mengira Paras Rupa. Penjahat Ini Berhasrat Untuk Memperkosa 2000 Wanita Agar Dapat Menyempurnakan Ilmunya. Sampai Ke Saat Ini Sudah Beratus-Ratus Mangsa Yang Berjaya Diperkosanya Dan Kebanyakan Terjadi Di Rumah-Rumah Kediaman Wanita-Wanita Tersebut. > > > > > Pihak Polis Tidak Dapat Mengesan Penjenayah Ini Karen a Kesaktian Ilmunya. Cara Orang Ini Melakukan Kejahatannya Ialah Dengan Menjelmakan Diri Menjadi Seekor Nyamuk Kecil, Kemudian Menyusup Ke Kamar Wanita Yang Sedang Tidur, Menjelma Semula Menjadi Manusia Dan Dengan Kejam Dan Ganasnya Memperkosa Mangsanya. > > > > > Amat Sukar Bagi Pihak Berkuasa Untuk Menangkap Penjenayah Ini Kerana Setelah Selesai Memperkosa Gadis-Gadis Dia Akan Menjelmakan Semula Dirinya Menjadi Nyamuk Dan Ghaib Dari Tempat Kejadian. Sudah Beratus Ahli Ilmu Kebatinan Dari Segenap Ceruk Rantau Termasuk Dari Indonesia Telah Dibawa Untuk Membantu Pihak Polis Mengesan Dan Mengalahkan Penjenayah ini. > > > > > Tetapi Malang Sekali Kerana Ilmu Yang Ada Padanya Cukup Tinggi...
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...Describe the elements of a company’s marketing environment and why marketers play a critical role in tracking environmental trends and spotting opportunities. The marketing environment surrounds and impacts upon the organization. There are three key elements to the marketing environment which are the internal environment, the microenvironment and the macroenvironment .Marketers build both internal and external relationships. Marketers aim to deliver value to satisfied customers, so we need to assess and evaluate our internal business/corporate environment and our external environment which is subdivided into micro and macro. The internal environment refers to the company and its existing products, marketing strategies. It also includes the strengths of the company with regard to manufacturing abilities, distribution capacities, and marketing abilities. Internal resources should also be considered while formulating a marketing strategy .Every manager in an organization observes the outside environment with disciplined methods marketing research and marketing intelligence for collecting information about the marketing environment. They also spend more time in customer and competitor environments. By carefully studying the environment, marketers can adapt their strategies to meet new marketplace challenges and opportunities. Example of how the internal environment would impact a company such as Walmart. We are looking at the immediate local influences which might include its...
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...Joseph Lanton Adjei Mensah This paper is submitted in partial fulfillment of the requirements for International Marketing SMC University School of Management Professor (Dr.) Babu P George January 6, 2014 (Submission Date) Unit – 2 What is the role of the creativity in the segmentation process, Why can we say that having an excellent global positioning is one of the principal assets of a brand, What criteria should global marketers consider when making product design decisions, Identify several global brands. What are some of the reasons for the global success of the brands you chose? Abstract The study identifies segmentation processes and how it can be introduced to management to accept them. Often than not if management do not understand the process of segmentation and found out that what has been presented differ from what they know they quickly reject the proposed segmentations (Yankelovich & Meer, 2006). In segmentation, it allows the researcher to knowing how important a product or service is to the customers and this help in deciding what their expectations and are most likely to reveal their willingness to purchase your product. The study further identifies reasons why segmentations fail and steps needed to be taken to correct these errors. The literature elaborate on brand positioning and settling the confusion of brand positioning by managers straight. Consumer culture both local and global is also considered with it effect on brand positioning...
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...THE CHANGING ROLE OF THE MARKETING PROFESSIONAL IN A COMPETITIVE CAREER DRIVEN MARKET A research report presented to IMM Graduate School of Marketing In partial fulfilment of the Postgraduate Diploma By Gerhardus Francois Nel Student Number: N67513 July 2012 Supervisor: Dr Sidney Shipham Executive Summary The marketing profession worldwide has for the last decade been under pressure to show its worth. Marketers are finding it harder to show value and at an executive level, this is even more pronounced. The lack of being able to show clear return on investment in their activities has meant that many marketers and indeed marketing departments are being questioned as to their role in the fulfilment of the business strategy. In the light of all this negative attention, marketers themselves have not branded themselves as strategically important and through the ever increasingly complex role of a marketer today, the gap between how marketers are viewed by their counterparts and how they view themselves, has begun to show. In an effort to establish how marketers view themselves, their perceptions of their value and how that impacts on their career advancement and acceptance at an executive level, the research aims to highlight the need for a professional marketing standard in which marketers can gain a positive impression of themselves and the profession in general. Simply having a recognised qualification will obviously not be the only solution but the subsequent understanding...
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...The Role of Internet in Business The Internet, also known as the World Wide Web (WWW) is a global set of documents, images, and other resources logically interrelated and inter-referenced. The internet provides many services for people such as communication, data transfer, and access to material. For example, email is a typical communication service available on the internet; it can easily be used to mail letters，pictures, documents, and other files. It is fast, safe, and reliable. The internet is widely use in business, education, and other fields. It has already changed people’s lives in immeasurable ways. With the development of the internet, more and more people are willing to enrich their lives through the internet, by watching of films, playing games, listening to music, attending to school, and shopping on line. As a business, the internet has revolutionized the way firms do business, and the way customers buy and use products and services. Through the internet, business marketing and customers are being connected closely. This provides a big opportunity for business marketing. The internet is widely used in shopping, study, businesses, and marketing. For example, the internet made shopping easily and conveniently. Amazon.com and ebay.com are typical online store. Thousands of products available in these sites, customers can choose and buy all online. For studying, it is possible that online learning available for students with internet. The University of Phoenix...
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...CHAPTER 1 136) What should sellers consider if they wish to avoid marketing myopia? Answer: Sellers should consider the particular benefits and experiences desired by their customers, and not just pay attention to the specific products they offer. Diff: 1 Page Ref: 6 AACSB: Analytic Skills Skill: Application Objective: 1-2 137) You are a manufacturer of tents, sleeping bags, and outdoor cooking equipment. How might you go about creating brand experiences for your customers? Answer: Such manufacturers should focus on the benefits enjoyed through the use of their products-access to the great outdoors, shared family experiences, and relived memories of the consumer’s youth. Diff: 1 Page Ref: 7 AACSB: Analytic Skills Skill: Application Objective: 1-2 138) Think about suppliers and other marketing partners. A modern marketing system relies on profitable relationships all along the way. How might Wal-Mart rely on their marketing partners in order to offer low prices? Answer: Wal-Mart must rely on suppliers that will provide merchandise at low costs, a low-cost and efficient distribution system, an accurate and efficient customer relationship database system, and a strong partnership with each of the members of its supply chain. Diff: 1 Page Ref: 8 AACSB: Analytic Skills Skill: Application Objective: 1-2 139) When demand for the latest talking Elmo was at its highest, it was suggested that manufacturers purposefully maintain strong demand by limiting...
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...what needs to be measured, there are different measuring methods available. The fields that usually require an additional measurement in order the see the performance of the business are financial performances, competitiveness, innovation, quality of service and even flexibility. Those can be measured by looking at profitability, relative market growth, reliability, and market ratios. For most project managers, the performance of their employees plays the most significant role in any task. Therefore, knowing how to measure worker’s performance in projects is vital. Also, in many corporations, the employees depend on each other in order to fully complete a specific task, which leads them to work in teams. When a project is done in teams it becomes much more difficult for the manager to figure out the exact work effort each employee has dedicated for the project. However, there are still ways to do so. In order to measure a teamwork performance, the project manager can concentrate on the following aspects: roles and assessment, goals set, support and process approach. Product The product is seen as an item that satisfies the consumer’s needs or wants. It can be a tangible good or an intangible...
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...Consumer traits and behavior Team A Psy/322 Consumer traits and behavior Several topics will be discussed throughout this presentation starting with psychological and social processes that may influence consumer behavior. It has been determined that the consumer play the role of demander and care receiver through good harmony with consumer behavior as the bases of emotion. The corporation plays the role of supplier and philanthropist, through effective corporate strategy and policies based on reason. Finally public policy plays the role of guider and regulator based on the law. The dynamic relationships among consumer behavior, corporate strategy, and public policy are explored here through feedback with a system perspective and dynamics of cause-effect. Corporate ethics fell into five stages, since the 1960's the social expectations of the public with regard to corporations has increased substantially. Carroll (1979) stated that corporate achievement is essential for revaluating a business and those certain social criteria are also important. Consumers want to know about a corporation. If consumers have a good impression of a corporation and they have access to positive information and understand what a firm thinks, says and tends to do in relation to others make it also likely to strengthen the perception of corporate social responsibility. Corporate profits are positively and directly affected by consumer purchase behaviors...
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...sales (Elwood, 2014). It is a necessary and important part of business. Therefore, marketers play an important part in generating revenue , and how the revenues translate into profit (Elwood, 2014). Sharp (2013) states that the role of a marketer ‘requires a combination of skills and knowledge’(p.6) which enable them to ‘analyse the market and financial data’(p.6). They must also have a high level of communication skills to enable them to explain their marketing strategy to their staff, the retailers and the customer (Sharp, 2013). To understand what the customer wants, and to identify opportunities in the market, marketers use market research in order to do so (Sharp, 2013). Research is used to help them make decisions on things such as whether or not to offer a particular product or service, who the product or service is marketed for, the price, and what kind of advertisement they want to use (Sharp, 2013). This enables them to keep the organisation competitive with other similar organisations, ensuring that their customer’s maintain their awareness and loyalty to the brand (Sharp, 2013). Ensuring customers are loyal will lead to greater financial profit as customers would return for the product or service. Market research can also ‘help organisations understand customer needs and how these translate into wants’ (Sharp, 2013, p.15). In order to satisfy the needs of the customer, marketers ‘encourage a company culture that is responsive to customer’s demand’(Sharp, 2013, p...
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...Companies market these two specific groups very differently from the means of advertising to the products that they sell to them. Marketers Today have found that teenagers play a large role in purchasing items for themselves and they are the future consumers of the world.Markerters have noticed that the buying power of teens is incredible. It is not uncommon for teens to have debit and credit cards and money in hand to shop with. Marketers will primarily try to advertise on the internet on social media websites such as facebook and twitter because of the amount of time spent on these sites by teens. Marketers will also advertise in Teen magazines or even in bathroom stalls of clubs and teen hangouts. Perception plays a large role when it comes to marketing teenagers. Teenagers have strong beliefs in perception being reality. Marketers need to take perception and turn wants into a must have. Marketing is key in creating buying trends amongst teenagers. If companies can get one group of teens in a specific area to buy a product and start the trend than it will become a domino effect and all teens will have to have the product. The needs and desires of a teenage consumer are very different than those needs and desires of an adult over the age of 65. Marketers realize this and advertise and promote items completely different. When a company or marketer begins the process of promoting an item to adults over 65, they began with advertising on television, news paper ads and in doctors’...
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...Gender has had a large effect on consumption of products and services in the Irish society. Gender roles have changed over time in the Irish society; women have gone from the traditional roles of housewives to having professional occupations. Changing gender roles in the Irish society has lead to many difficulties for marketers. To be male or female can be defined biologically, but masculinity and femininity are socially constructed. The image of masculinity and femininity differ due to cultural aspects and change over time. Early advertising and brand building were aimed at women in the Irish society as the consumer was seen as a female role. Products and services of less significance such as domestic brands were aimed at women. Adverts for domestic brands often represented women to be naive and foolish. The washing detergent adverts for Ajax Laundry Detergent in the 1960’s portrays the foolish housewife. “The housewife was a uniformed and classless persona precisely because marketers could for the first time unite women from different backgrounds under the same banner” (Giles, 2004) Due to marketers the perceived image of a woman’s role was a housewife. This image of a woman who cooks, cleans and takes care of the children was a learned image in the Irish society. From a young age we were exposed to housewife role through children’s programs, television soap operas films and television adverts. This image of the traditional housewife was broke in the late 1980’s and early...
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...customers' needs and wants better than competitors. Marketers must have a thorough understanding of how consumers think, feel, and act and offer clear value to each and every target consumer. Successful marketing requires that companies fully connect with their customers. Adopting a holistic marketing orientation means understanding customers – gaining a 360 degree view of both their daily lives and the changes that occur during their lifetimes so that the right products are always marketed to the right customers in the right way. The product must bring a benefit to the customer in order for the company to maximize its profit. Consumer decision-making processes are undertaken by consumers in regard to potential market transaction before, during, and after the purchase of a product or service. A consumer's buying behavior is influenced by cultural, social, and personal factors. Cultural factor carries the most impact on consumer buying decision-making. Culture is the fundamental determinant of a person's wants and behavior. Two children growing up in different countries would have significantly different beliefs and values in life. Therefore their buying decision-making will not be the same. Marketers have to be fully aware and knowledgable about the culture, where the product or service is delivered. Each culture consists of smaller subcultures (nationalities, religions, racial groups, and geographic regions), which leads marketers more specifically to their target consumer. Also...
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...Market Leader Issue 27, Winter 2004 www.warc.com What Do CEOs Want From Marketing? Anthony Freeling McKinsey Fiona Stewart Antennae Fran Cassidy The Cassidy Media Partnership Top of the CEO agenda is the need to deliver consistent top-line growth within an existing business portfolio, rather than from a continued reliance on acquisition. This objective was identified from our research into the opinions of CEOs and CMOs and highlights the importance of good marketing in running a successful company. We identified five consistent themes and these were: strong brands as a significant asset; more effective use of consumer data; the role of innovation, the need for better implementation and continued focus on business efficiency. Each area has significant implications for the role of the marketing function. Brands as a company asset In an increasingly clamorous society with a proliferation in the sheer volume of offerings, strong brands are significant assets in enabling companies to compete effectively. The challenges are building and maintaining brand equity by keeping brands refreshed and relevant and restoring trust in brands, particularly in sectors under attack from regulatory or consumer groups. Fmcg businesses typically have a strong brand focus across the organisation, but there is no room for complacency. Here, the main challenge is optimising resource allocation. As a result, a number of CEOs and CMOs talked about further rationalisation of the brand portfolio so that...
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