...Google is the leading search engine used by millions of internet users all over the world. The organization started with a search engine in 1996. The organization’s mission is to “Organize the world’s information and make it universally accessible and useful”. Since the company started, the world has evolved tremendously. Over the past twenty years, society has become reliant on the accessibility of information on the internet. The demographic of internet users has advanced since the beginning of the new millennium. When most people think of finding information online, Google.com is usually the preferred search engine. Although the organization has an excellent success story, there have been legal matters that affect the way business is conducted at Google. When the founders initially started Google, the owners were attempting to identify the importance of individual web pages. After fifteen years, the organization has grown and is available all over the world. In the year 2000, Google introduced the first 10 language versions of the search engine. The company identified the need to expand the capabilities of the search engine. Google was able to bring the fast paced search service to customers globally. After the initial ten languages, the organization quickly added new languages to the site. This introduction of the languages also carried over into the different companies under the Google umbrella. According to the 2010 U.S. Census Bureau statistics, over 70...
Words: 3329 - Pages: 14
...Basics and Perspectives of Sports Marketing Table of contents Index of figures ........................................................................................................ III 1. Differentiation and evolution of dedicated sports marketing ........................... 1 1.1. Historical development and modern definitions ............................................... 1 1.1.1. Historical development ........................................................................... 1 1.1.2. A broader definition ............................................................................ 3 1.2. Distinctiveness of the sports market compared to traditional markets ............. 3 1.2.1. Characteristics of the sports market ................................................... 4 1.2.2. Characteristics of the sports product .................................................. 4 1.2.3. Characteristics of the sports consumer .............................................. 5 2. Defining a marketing mix ..................................................................................... 5 2.1. Analysis phase and market segmentation ....................................................... 5 2.2.1. The traditional four p’s ........................................................................ 8 2.2.2. Additional domains of sports marketing ............................................. 9 3. Current Developments and future perspectives ............................................
Words: 3800 - Pages: 16
...Business Marketing Perspective & Organizational buyer behavior The Business marketing or Industrial marketing is the marketing of goods and services to commercial enterprises, governments, and other nonprofit institutions for use in the goods and services that they, in turn, produce for resale to other industrial customers. By contrast, consumer goods marketing are the marketing of goods and services to individuals and family units for personal consumption and to wholesalers and retailers in consumer goods distribution systems. What consumers buy, they use for themselves or for consumption by members of a family. Individual customers buy to support the profit-making or nonprofit functions in which the organization is engaged. To understand some of the major differences between business-to-business and consumer marketing, it is useful to think of the industrial marketing system as consisting of two key linkages. The first is the external interface between the marketing/sales function of the producer and the end user. The second is internal interface between the producer’s marketing/sales and production functions. While each of these linkages has considerable complexity, the two sets of linkages serve as convenient handles to explore the major differences between business-to-business and consumer marketing. Given the distinguishing characteristics of both the internal and the external linkages, the formulation and execution of the marketing mix poses different challenges...
Words: 1866 - Pages: 8
...| A CRITICAL PERSPECTIVE ON STRATEGIC CSR AS A TOOL FOR MARKETING AND BRAND DIFFERENTIATION | | | Mattias Norén, Niklas Nygård | 2014-01-16 | | “What are the underlying reasons for abusive Strategic CSR in marketing and brand differentiation, what are the consequences and are there any solutions?” Introduction to CSR For Corporate social responsibility(CSR) a lot of different definitions exists but the one we chose to use in this report was defined by (McWilliams, Siegel och Wright)) as “actions that appear to further some social good, beyond the interests of the firm and that which is required by law”. This definition defines a wide concept that contains everything from corporate environmental strategies, employee empowerment, health and benefit plans for employees and corporate philanthropy. The linking factor between these different implementations is that corporations and businesses should expand their responsibility beyond absolute necessity and their core stakeholders group. While CSR is very modern as a defined concept it is still based on a lot of old ideas. For example many companies in the late 1800s based its business on scientific betterment which often meant that employee benefits was taken a lot further than the requirements of the law (Barley och Kunda). Today CSR has evolved to something more than the initial idea of expanded responsibility and it’s used as a tool for companies to reach goals outside of areas normally connected to CSR...
Words: 3204 - Pages: 13
...ONLINE TOURISM AND TRAVEL- ANALYSING TRENDS FROM MARKETING PERSPECTIVE Dr. Manoj Dixit Reader Department of Public Administration University of Lucknow Email: manojdixit23@gmail.com Dr. Rakesh Belwal Assistant Professor Department of Management Addis Ababa University Addis Ababa (Ethiopia) Email: rakesh_belwal@yahoo.com Dr. Gurmeet Singh Senior Lecturer Department of Management & Public Administration University of South Pacific Fiji islands Email: drgurmeetsingh@yahoo.com 1 ONLINE TOURISM AND TRAVEL- ANALYSING TRENDS FROM MARKETING PERSPECTIVE ABSTRACT Tourism is the world's largest civilian industry whose growth, economic significance and potential are phenomenal across the globe. Online tourism is rapidly becoming a growing topic of research and its importance as future mode of acquiring information and purchase of tourism products and services is growing day by day. The present paper has been written with the extensive research on contemporaneous data, websites and conference proceedings on tourism related aspects. Web survey, focused interviews have been used to elicit specific information for such qualitative analysis.The domain of Internet is increasing day by day. Tourism products, in particular, have yet to realize its complete advantage. Still, Internet has significantly benefited the bottom line of tourism organizations in terms of cost of converting as well as losing customers with pluses and minuses respectively. Keeping this in view, online tourism...
Words: 7781 - Pages: 32
...Jennifer Rocha Instructor M. Whitfield Business Ethics -MGMT 368D Paper 2 - Deontological February 7, 2015 THE ETHICS OF DIRECT TO CONSUMER MARKETING OF PRESCREPTION DRUGS FROM A DEONTOLOGICAL PERSPECTIVE The purpose of this paper is to explore the ethics of direct to consumer marketing of prescription drugs from a deontological perspective shaped by Kant’s Categorical Imperative testing method. In researching this issue one thing that I found as interesting fact is that of the some 200 countries in the world, only the United Sates and New Zealand allow direct to consumer pharmaceutical advertising (DTCPA) (DeGeorge 320) . Clearly worldwide there is an ethical issue with allowing consumers to become aware of medications based on advertising on TV or in magazines, newspapers and billboards. I too, feel that there are ethical issues, using Kant’s Categorical Imperative we will evaluate the morality of such advertising and its consequences. I read an article by ABC contributor Larry Woodard, it grabbed my attention in the first few sentences “I sat in my doctor's office a couple of weeks ago waiting for my annual physical. I soon grew tired of all the science and car magazines and started looking around. As in most doctors' offices, most things had pharmaceutical company logos on them: The clock, the Kleenex dispenser, the calendar. But what gave birth to this column was the doctor himself. He walked out of one of the examination rooms, clipboard in hand, talking to...
Words: 2004 - Pages: 9
...Google vs. Facebook Organisational behaviour12/6/2012Durrell carter| GOOGLE VS FACEBOOK ORGANISATIONAL STRUCTURES In this assignment we will explore how Facebook and Google have different organisational structures and how this affects their businesses and staff members. Facebook and Google are both very large companies and have organizational structures which are similar and also different in the ways they structure their businesses. For example David Braginsky who worked for both Facebook and Google over the past five years wrote that "Google is really big. There are multiple teams doing the same thing and don't know about each other. There are teams that strongly believe that other teams should not exist. There are giant sections of Google that have been described as "non-Google" because of culture drift and acquisitions. When you go to the holiday party, you will not know 95% of the people there”. These groups at Google are informal work groups with set tasks working on a set activity to complete for the business with that task being there only goal until they are issued a new one. Also Google really big task groups offer a lots of different skill sets to the organization with the work being spread out and people carrying out lots of different tasks for the organization, performing them at a high level making the division of labour possible. However with Facebook David Braginsky also says that "Facebook is much smaller, and while you won't know everyone (or even...
Words: 2403 - Pages: 10
...Justin cam out of his mommy's belly on March 1,1994 at 12:56am. He lived in Stratford,Ontario,Canada(where he spent most of his childhood).He attended Avon Public School,BedFord Public School,and Downie Central Public School,but ended up dropping out to be home schooled.Justin grew up as an only child and without his birth father Jeremy.His mom,Pattie,Used to help him out on his youtube account,Kidrauhl.But now his manadment is in charge for the channel.He's not a normal singer seeking for money n fame he has a lot of other talents in musical,sportive and others.He taught his self to play the guitar[which was the same size as him),He also taught his self to play the trumpet keyboard/piano.He started drumming at age 2 but didn't really learn till he was 4.Other then being a great musician he also has made videos demonstrating his soccer,hockey,basketball,and golf skills.And he also likes skateboarding.Justin got Discovered on Youtube by Scooter Braun,who contacted his family.He flew Justin to Atlanta,where he performed "U got it bad" by Usher.Usher wanted to sign him right then and there,but Justin also had a meeting with Justin Timberlake.But in the end Justin got signed with Def Jam."It turned out Usher's Deal was way better,"he says.On July 8,at age 14 Justin Moved to Brookhaven,Atlanta,Georgia,USA that way he could start his singing career. Other Facts about Justin -Justin is a dedicated Christian -according to Pattie, music and sports are Justin's great passions. He dedicates...
Words: 784 - Pages: 4
...5/3/2014 Topic Outline MARKETING ENVIRONMENT Principles of Marketing Lecture 2 Scanning the marketing environment Components of the marketing environment. Impact of the macro-environment. Impact of the micro-environment. Marketing Environment • Scanning the Marketing Environment Companies scan the marketing environment in order to change and adapt their marketing strategies – as it provides opportunities and threats. In doing this companies must be proactive, It is pointless to conduct environmental scanning unless marketing strategies are changed to fit with the environment. 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. 1 5/3/2014 Components of the Marketing Environment Macro-environment Micro-environment Macroenvironment: Demographic Changing age structure of the population Changing family structure The larger societal forces The forces close to the that affect the whole company that affect its ability to serve its customers: microenvironment: Political Company Economic Competitors Demographic Suppliers Cultural Marketing Intermediaries Technological Customers Natural Publics Increasing diversity Better-educated, more white-collar, more professional population Geographic shifts in population Macroenvironment: Demographic Demography: The study of human population in terms of...
Words: 1765 - Pages: 8
...Conceptualization of Global Marketing Strategy and Its Effect on Firm Performance Shoaming Zou & S. Tamer Cavusgil Introduction The authors in this article develop a broad conceptualization of global marketing strategy, the GMS, that integrates three major perspectives. (1) The standardization, (2) configuration-coordination, and (3) integration perspectives of global marketing strategy. A fundamental proposition of international marketing is that a firm’s global marketing strategy has a positive effect on its global market performance. The purpose of the present research is twofold: First, the authors develop a broad conceptualization of global marketing strategy, named the GMS, to integrate the three major existing perspectives of global marketing strategy. Second, they attempt to substantiate the fundamental relationship between global marketing strategy and a firm’s performance by developing and testing a conceptual model that links the proposed GMS to a firm’s global market performance. They two questions the authors ask in this paper are: 1. What is global marketing strategy? 2. Does it matter whether a firm pursues a global marketing strategy? A brief review of the global marketing strategy literature Many researchers argue that global marketing strategy plays a critical role in determining a firm’s performance in the global market. In the current literature, there exist three major perspectives of global marketing strategy. These perspectives are summarized...
Words: 1647 - Pages: 7
...Defining Marketing The following document will consist of defining marketing in the business world, from different perspectives. Information in regards to the importance of marketing in an organizational structure will be provided. Lastly, in order to support the information in this document, there will be three examples provided to help explain each perspective on marketing. What is marketing? From a personal perspective, marketing is the way that businesses promote and advertise their product and sales. It is done through different channels such as; radio, television, social media, and word of mouth. From the perspective of Michael Brenner, a writer for Forbes magazine; “Marketing is what you say and how you say it when you want to explain how awesome your product is and why people should buy it.” He goes on to say, “Marketing is an ad. Marketing is a brochure. Marketing is a press release. And more recently, Marketing is a Facebook page or a Twitter account.” From the point of view Adil Khonat, author of “What is marketing? A starter activity and case study” “The marketing mix has four simple parts: Product, Price, Place and Promotion. All four must be present and need to work together harmoniously in order to have a successful product or service.” He further states “However, where one aspect of the marketing mix is overlooked or the marketing mix doesn't work harmoniously, success will be more difficult to achieve.” The importance of marketing Addressing the importance...
Words: 635 - Pages: 3
...The Four Service Marketing Myths Remnants of a Goods-Based, Manufacturing Model Stephen L. Vargo University of Maryland Robert F. Lusch Texas Christian University Marketing was originally built on a goods-centered, manufacturing-based model of economic exchange developed during the Industrial Revolution. Since its beginning, marketing has been broadening its perspective to include the exchange of more than manufactured goods. The subdiscipline of service marketing has emerged to address much of this broadened perspective, but it is built on the same goods and manufacturing-based model. The influence of this model is evident in the prototypical characteristics that have been identified as distinguishing services from goods—intangibility, inseparability, heterogeneity, and perishability. The authors argue that these characteristics (a) do not distinguish services from goods, (b) only have meaning from a manufacturing perspective, and (c) imply inappropriate normative strategies. They suggest that advances made by service scholars can provide a foundation for a more service-dominant view of all exchange from which more appropriate normative strategies can be developed for all of marketing. Keywords: service; goods; intangibility; inseparability; heterogeneity; perishability Early marketing thought was built on a foundation of goods marketing, essentially the distribution and monetized exchange of manufactured output. Since marketing grew out of economic science, with...
Words: 9443 - Pages: 38
...Balance Scorecard The balanced scorecard is a tool for management that facilitates the efficacious implementation of strategies instigated by an organization. This is an implement that has been measured expansively in study as well as practice (Figge, Schaltegger & Wagner, 2002). By linking organizational activities that are non-financial and functioning with fundamental chains to the organization’s long-lasting method, the Balanced Scorecard supports the appointment and administration of all corporate activities in agreement with their strategic implication. In theory, value-based sustainability management makes an endeavor to take into consideration the matter of business offerings and impacts on sustainability in an integrative way (Figge, Schaltegger & Wagner, 2002). It suggests that for companies to improve sustainable development, it is suitable for commercial performance developments in all three extents of sustainability, which include: social, economic and environmental, in a coordinated way. The Balanced Scorecard is considered to be a proper and efficient component when it comes to alignment. It can facilitate budget synchronization or management purposes by interconnecting strategy to administrators or supervisors, offering them a proper course. Similarly, it can aid executives to be able to supervise strategic advantages and creativities, interconnect and financial activities (Kumari, 2011). The vibrant representation of strategic significances by the Balanced...
Words: 3940 - Pages: 16
...Nabilah Abu Bakar Honor 301H Assignment #3 September 23, 2013 Discipline Historical Events: Marketing The discipline of marketing can be traced back as far as the Great Depression, when the term “value” was emphasized, rather than the concept of price (Sullivan). Many people have the misconception that marketing is simply the process of selling products and advertisements but there is more to it. Marketing is defined as “developing products to satisfy customers through proper pricing, promotion and distribution” (Marketing: Historical Perspectives). Essentially, marketing is the process of satisfying customer and maintaining a long-term relationship with customers. Thus, there are three events that have significant contribution to the development of marketing. The first event that happened that affected marketing was when the Communications Act of 1934 created the Federal Communications Commission (also known as the FCC). The FCC was created to replace the Federal Radio Commission, as it was more convenient to have one broad agency that dealt with the communications system. The FCC main goal was to “help regulate advertisements on the radio, and later, television” (Sullivan). This meant that broadcasters and advertisers were able to do business regarding commercial interests with the FCC (Johnson). The creation of the FCC was beneficial to the public because it made communication services such as radio and television available and affordable to the American society...
Words: 910 - Pages: 4
...Strategic International Marketing Week 4: Strategic Market Planning 1. Define marketing planning and strategic differentiation -Marketing Planning: process by which the organization attempts to understand the marketing environment, and the needs and wants of customers while recognizing that competing organization also serve the market. >> Also mean recognizing the organization’s strength and weakness in serving customers. * Consist of a number of stages: an assessment of existing product markets, preparing a detailed financial statement, reviewing the market situation… * Represented by 3 perspective: * Investment perspective * A financial perspective * Market perspective 1. Market perspective: concerned with demand and supply as effecting the market for the value under consideration.>>> leading to a set of receipts and costs 2. Financial perspective: profit contributes to the organization’s dividends and retained earnings which indirectly contribute to the funds available for investment. 3. Investment perspective: allocation of resources among various uses such as physical plant and equipment, research and development and investment in market. >>> 3 perspective are intimately linked; represent an interlocking management system related to various market. -Strategic differentiation: - In order to become successful companies, the leader must invest in the market; also invest in people to ensure that they are capable...
Words: 363 - Pages: 2
