...THE CHANGING ROLE OF MARKETING IN THE CORPORATION Frederick E. Webster, Jr. For the past two decades, some subtle changes in the concept and practice of marketing have been fundamentally reshaping the field. Many of these changes have been initiated by industry, in the form of new organizational types, without explicit concern for their underlying theoretical explanation or justification. On the academic side, prophetic voices have been speaking (Arndt 1979, 1981, 1983; Thorelli 1986; Van de Ven 1976; Williamson 1975) but seldom heard because, representing several different disciplines, they did not sing as a chorus. More basically, perhaps, few listeners were ready to hear the message or to do the intellectual work necessary to pull the several themes together. Like the Peruvian Indians who thought the sails of the Spanish invaders on the horizon were some phenomenon of the weather and did nothing to prepare themselves for attack (Handy 1990), marketers may ignore some important information in their environment simply because it is not consistent with their past experience. The purpose of this article is to outline both the intellectual and the pragmatic roots of changes that are occurring in marketing, especially marketing management, as a body of knowledge, theory, and practice and to suggest the need for a new paradigm of the marketing function within the firm. First, the origins of the marketing management framework, the generally accepted paradigm of the marketing...
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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 pampers relationship marketing strategy, pampers is s is a brand of baby product which is introduced and marketed by Procter & Gamble, and also pampers is the largest and fastest growing brands among P&G company. overall, pampers will established their reputation, and also retain the loyalty of its costumers by building communication channel with its costumer through internet, ITV and direct mail. The structure of this paper will begin with the introduction of P&G organization and costumer’s issue will be defined. Followed by the question about how pampers address their costumers, moreover, I will analyze and evaluate the consumer and the way they act upon it in communication. Followed by the role of direct mail in relation to the other channels in the communicating with mother and how the role of direct mail has changed with the rise of internet and ITV, and there will also be the comparison of the roles of the Internet and iTV in Pamper's communication strategy. Then is the reason Why relationship marketing effective in the market for nappies and other baby products. Lastly, the conclusion and recommendation will also be stated. Table of content NO | Contain | Page | 1 | 1.0 Background of P&G1.1 Consumers issue | 33 | 2 | 2.0 How they address their costumers | 4 | 3 | 3.0 The role of direct mail communicating with mothers.3.1 The role of direct mail is decreased by the rise of internet and ITV. 3.2Comparison the roles of the Internet and ITV...
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...Chapter 3 Principle of Marketing CHAPTER 3 Jerica Robison Discussing the Concepts 1. Describe the elements of a company’s marketing environment and why marketers play a critical role in tracking environmental trends and spotting opportunities. a. A company’s marketing environment consists of the actors and forces outside marketing that affect marketing management’s ability to build and maintain successful relationships with target customers. Like Xerox, companies constantly watch and adapt to the changing environment. b. More than any other group in the company, marketers must be environmental trend trackers and opportunity seekers. Although every manager in an organization should watch the outside environment, marketers have two special aptitudes. They have 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. 2. List some of the demographic trends of interest to marketers in the United States and discuss whether these trends pose opportunities or threats for marketers. a. Changing Age Structure of the Population Changing American Family Geographic Shifts in Population A better-educated, more white-collar, more professional population ...
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...Sigma Marketing: Strategic Marketing Adaptation Dana Pelt September 27, 2013 Marketing Strategies for Corporate Success PBA 654B Executive Summary Sigma Marketing began as a small family-owned business under a different name and management style than how it is currently structured today. They have since moved from a small regional provider of generic printing services to a provider of specialty advertising products around the globe. Over the years Sigma Marketing has been a leader in the industry and ahead of its time regarding marketing and their customers. Sigma Marketing has been able to find a way to recognize new market openings and to adjust their strategies as needed. The company continued to evolve from waiting for the customer to approach them for orders to using what they called “constant exposure advertising” by distributing desk calendars to customers as gifts. Sigma Marketing then shifted and refined its strategies towards being known and recognized for producing highly creative and high quality printing. This led the company to fulfill customer calendar orders for clients and then eventually into a “Total Service Package” for their “blue chip accounts” that not only benefited Sigma Marketing but their clients as well. Since 1967, when the company began, Sigma Marketing has witnessed changing marketing environments, changing needs and wants of their customers and new and improved technology. By utilizing current and prospective...
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...ASB-1104 Introduction to Marketing Assignment 1 In view of the dynamic nature of the marketing environment, to what extent do you consider consumers to be, in practice, central to marketing activities? Name: ZHUOMING AN Student No: 500356688 Tutor: David James Introduction What is marketing? The answer is not changeless. There are some different definitions about marketing. The Chartered Institute of Marketing define that "Marketing is the management process responsible for identifying, anticipating and satisfying consumers' requirements profitably." (CIM). Taking a concern into this definition, it indicates that marketing begins before a product or service is developed. In additional, it also explain that marketing involves identifying an unsatisfied consumer need or want and determining if a profitable opportunity exists. Another definition is that “A social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others." (Kotler et al., 2005). The basic idea of this definition is that core to all marketing activities is customer satisfaction, which means marketing is an ongoing process as consumer demands and the environment is constantly changing. Products need to adapt as demands change. At the same time, marketing does not involve misleading, tricking or manipulation the customer. The Jobber also define the marketing is "The achievement of corporate goals through meeting...
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...Attitude and its role in consumer behavior Consumer Behavior – MKTG578 DeVry University, Keller Graduate School of Management October 19, 2014 Abstract This paper will address the role of attitude in consumer behavior that is related to belief, which has a significant influence on consumer’s decision making. The paper will also discuss the major factors of attitude and belief that consumer’s tendency respond to certain brand, product, and service. The finding contains in this paper will also present what can attitudes tell marketers about consumer, and what type of information consumer use in making a decision. Moreover, marketer would learn that it is easier to indirectly influence consumer behavior and belief by providing any type of knowledge, such as information and music, to create a good feeling about the product. Most importantly, the basic components that are an effective approach to changing attitude will be found in this paper, which will be very helpful to marketers in term of marketing and repositioning their brand, product, or service. This approach will alter the cognitive structure of a consumer’s attitude that leads them to changes in behavior. Finally, this paper contains an explanation of the link between attitude towards a brand, product, or service and consumer purchasing behavior. Table...
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...Abstract In an environment that is rapidly changing, in order for an organization to stay ahead of the competition they must keep up to date information about the environment, the competition and the market segment chosen. The role of marketing has gone through rapid changes that require marketing strategies to be adapted to meet the needs of organization. Many organizations focused all their attention to inventory of a product or service, today the focus is all about the customers. The role of research in marketing Marketing research is the systematic and objective search for information that is relevant to the identification and solution of any problems that might arise in the field of marketing (Kotler & Keller, 2012). Marketing research is important for various reasons; it helps an organization, communicate effectively, identify and understand opportunities, and pinpoint obstacles or problems (Regional Entrepreneurial Collaborative, 2014). Marketing research plays a vital role in any organization that is trying to succeed in an existing competitive market. There are many businesses that compete for the same consumers. In order to maintain a competitive edge against the competition organizations need to stay ahead of the game with up to date information. The only way to obtain up to date information they must perform some research. Marketing a product into an unknown market is risky, organizations must first find out everything they can about that market...
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...What major features of a business are important for understanding the role of information systems? To achieve operational excellence. To develop new products and services. To attain customer intimacy and service. To improve decision-making. To achieve competitive advantages. To ensure survival. Define a business and describe the major business functions. A business is a formal organization whose aim is to produce products or provide services for a profit. The type of business and organizational setup determines the major business functions. Production will need to be developed; the requirement for machinery and people will be set. Next will need some sort of marketing and sales group, to make and keep track of sales. Then a finance and accounting group to track all expenses. Lastly, an HR department will hire, recruit, and train the work force. Define business processes and describe the role they play in organizations. The actual steps and tasks that describe how work is organized in a business are called business processes. They define how business tasks are performed and refer to unique ways work, information, and knowledge are coordinated in a specific organization. Many business processes are tied specific functional area. Like mentioned above the manufacturing and production group will assemble the product, check quality and producing a bill of materials. The Sales and marketing group identify customers promote the product and sell it. The finance and accounting...
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... |Leon G Schiffman and Leslie Lazar Kanuk, Prentice-Hall, India | |Consumer Behavior |Hawkins, Best & Coney, McGraw Hill | |Consumer Behavior |Blackwell, Miniard & Engel, Thomson | |Consumer Behavior |Solomon, Prentice Hall | |Consumer Behavior: Concepts & Applications |David Loudon, Albert Della Bitta, Tata McGraw Hill | Detailed Syllabus Introduction to Consumer Behavior: Definition, Role of Consumer Behavior in...
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...LBS lend credibility to the Chief Executive forum. The monthly one day workshop conducted across the country, is focused on knowledge transfer and building capabilities for the corporates. The sessions are interactive and use a variety of learning methodologies including case studies, lectures, role plays, group activities. The forum also provides a medium for senior executive networking. The response from the industry has been overwhelming and has encouraged us to regularly organize the Chief Executive forum. The high standards set in the past push us to strive for the Chief Executive Forum to be rigorous and relevant to business context in future. Month July Programme A Marketer's View of Competitive Strategy Director PROF. JOHN A. CZEPIEL New York University, Leonard N. Stern School of Business Place Delhi Hyderabad Chennai Bangalore Delhi Pune Mumbai Bangalore Delhi Hyderabad Bangalore Chennai Date 12th July ’10 14th July ’10 16th July ’10 19th July ’10 20th August ’10 16th August’10 19th August ’10 17th August ’10 9th September’10 10th September’10 13th September’10 14th September’10 August Retail Competition: Strategies PROF. VISHAL SINGH in the Changing Retail New York University, Leonard Landscape N. Stern School of Business September Financial Risk Managment and the 2008 financial Crisis PROF. PIETRO VERONESI University...
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...Name: Course: Professor: Date: Compare strategies between Air Canada vs. WestJet Introduction These report focuses on comparing the strategies between air Canada and WestJet. It does this by first discussing a brief background of the airlines together with their objectives. In addition, the paper goes a mile further to discuss how the two airlines carry out their market research and also the marketing tools they apply. Furthermore, it also gives an opinion on whether their strategies are in line with their objectives. Moreover, it also discusses the similarities and differences between the airlines’ strategies not forgetting the influence of the national or local government on their strategies. The conclusion gives a brief summary of the entire report. Air Canada Air Canada is a the largest full service airline in Canada and also the largest schedule provider of passenger services for fights within Canada, to U.S. and to all other major international destination to where it operates. Today the airline serves more than 32 million customers every year and its flies to more than 170 destinations in five continents. In a member of Star Airline which is the world’s number one air transport network. Nevertheless, it is the 15thlargest commercial airline in the globe and has approximately 23,200 full time employees. It has a market share of about 80% in Canada and its prime competitor is WestJet Airline (Air Canada 12) Major objectives ✓ To protect...
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...many factors to consider. The home healthcare industry has many different ways of marketing their services. Along with every marketing strategy there are threats involved. This paper will assess three of the environmental marketing forces: society, economic, and technological forces and how they impact home healthcare services. By evaluating and assessing how to capitalize on strategic opportunity this should in turn provide a better understanding of the three environmental marketing strategies listed above and how they affect the home healthcare industry. Home Healthcare and Marketing It is no mystery that the medical industry plays a very important role in the lives of many of its consumers. One may think that hospitals and private doctors alone are the primary sources of where patients receive majority of their care. The truth of the matter is that home health care services which are often referred by a private physician, is one of the major forces in the healthcare industry. To completely understand the importance of the marketing strategies within the home health care service, it is important that we first evaluate three separate environmental forces that directly impact the home health care industry. The first marketing environmental force that will have an impact on home health services is the societal marketing environment. The societal marketing environment is based on the changing demands and needs of customers to the service providers. A good example of this...
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...7. management audit 8. company analysis with ratio/fund flow 9. study of stock exchange 10. role of SEBI 11. joint venture 12. takeover 13. merger 14. marginal cost as management tool 15. product life cycle 16. media plan 17. test marketing 18. export pricing 19. role of small scale industries in developing nation 20. role of SIDBI 21. role of EXLM bank 22. study of financial institute 23. mutual fund 24. Privatization insurance, road, ports etc. 25. waste management 26. trade union movement in India 27. labour welfare scheme 28. working capital management 29. cash management / fund management 30. importance of budget 31. invisible exports 32. tourism industries 33. brand equity 34. bench marking 35. co-operative movement in Agro-product 36. marketing Agro-product 37. DOT COM company in future 38. IT Parks 39. South East Asian origin 40. FDI 41. Regional Grouping / Trade Block 42. SEZ 43. packing need 44. social forestory 45. comparative study of industries (either financial angle or marketing angle or techno angle) 46. marketing of SSI produt 47. warehousing 48. transport 49. communication and custom service 50. universal bank 51. credit cards 52. health economics 53. Body language 54. role of financial institutions in industrial development 55. NBFC's 56. GDR's / ADR's 57. debt markets ...
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...Airlines and Marketing Marketing methods are vital ideas in business; it will decide if a business is lucrative. Marketing is described as a sequence of actions for management to identify, expect, and achieve a customer’s terms to profit from a product (Luostarinen, Welch, 2011 ). Classic Airlines is the world’s fifth largest airline, but the current cost-effective situation has changed profits, particularly the airline’s customer rewards series. Of all the parts where Classic Airlines’ deals have experienced, the usual flier program has encountered a 19% cut in members and a 21% reduction in flights per lasting member. To make certain the airline maintains to be cost-effective, the Classic Rewards plan must recover. Classic Airlines faces marketing tests that consist of changing technology, customization, and customer empowerment. Besides marketing challenges, the recent corporate culture at Classic Airlines pressures the success of the business’s policies to restore earnings while making budget cuts. Marketing challenges The largest barriers to Classic Airlines continued accomplishment are increasing costs and fading customer confidence. To recuperate, Classic Airlines needs to advertise its consumer rewards program, Classic Rewards. Three major marketing challenges exist that add to the problem and stand among the airline and increased earnings: changing technology, customization, and customer empowerment. The digital uprising caused by quickly changing technology...
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