because companies are far more concerned with making money than providing a good, safe, and healthy product for consumers. The biggest victims in this unethical marketing scheme are children. Marketing to children is in the spotlight. They are viewed as a key market force. They are constantly exposed to the growing number of advertising, marketing, and commercials through a wide range of resources. Companies are investing billions of dollars to be able to capture children’s attention. Instead of creating
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FUNDAMENTALS OF MARKETING Marketing is managing profitable customer relationships. The twofold goal of marketing is to attract new customers by promising superior value and keep and grow current customers by delivering satisfaction. Marketing as the process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return. Needs States of felt deprivation. Wants The form human needs take as they are shaped by culture
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CH.15 – MARKETING ETHICS AND SOCIAL RESPONSIBILITY Submission By Ajinkya Poundrik (2013PGP064) Ayushi Rohira (2013PGP073) Bikramjit Rattu (2013PGP075) Prachi Agarwal (2013PGP100) Pranav J (2013PGP102) Ramnath K (2013PGP107) Sangey Bhutia (2013PGP112) Giridhar V (2013FPM004) ANSWERS TO THE EXERCISE QUESTIONS: 1. Locate and discuss ads that depict : a. Exploitative targeting of Children – The Game Grand Theft Auto when it was released was targeted at a much younger audience. However the
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Kotabe, M., Ronkainen, I. A., & Czinkota, M. R. (2011). The Future of Global Business : A Reader. New York: Routledge In this book the discussion surrounds around new approaches and role to international marketing. The author goes into good detail on the competition from emerging markets, marketing mix, global sourcing, and supply chain management. The author makes the reader look deeper into how globalization has brought down trade and investment barriers and has basically connected the world into
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concept and marketing concept) Marketing management wants to design strategies that will build profitable relationships with target consumers. But what philosophy should guide these marketing strategies ? What weight should be given to the interests of customers ? Very often, various interests conflict. There are four alternative concepts under which organizations design and carry out their marketing strategies : the production concept, product concept, selling concept and marketing concept.
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Marketing I (Fundamentals) Week 2 Marketing Orientation Marketing Management Ø The analysis , Planning , Implementation and Control activities of management with regards to marketing. Marketing Management Philosophies 1. Production Concept Focus on production and distribution efficiencies Consumers will favour products that are available and affordable 2. Product concept Focus on product improvement Consumers favour better products 3. Selling concept Focus on more selling and promotion Consumers
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Different Approaches for Marketing Submitted by: Ankita Taneja (11PGDM072) The Production Concept • The Production Concept holds that a consumer will favor only that product which is available in the market and at a highly affordable price, as compared to a product which is of a better quality but not easily available or of a higher price. • An example can be the Parle biscuits. They have 14 manufacturing units for biscuits and 5 manufacturing units for confectioneries. Thus with the concepts
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sustainable marketing important? Sustainable marketing is “socially and environmentally responsible marketing that meets the present needs of consumers and businesses while also preserving or enhancing the ability of future generations to meet their needs.” Businesses prosper from day to day by determining the current needs and wants of their target group customers and by fulfilling those needs and wants more effectively and efficiently as their competitors can. This is recognized by the marketing concept
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Indian Institute of Technology Madras Marketing Management Thums Up - A Market Study Author: Alok Singh September, 2014 Chennai Sept 14, 2014 About of Product Thums Up is a caffeine based (Cola) aerated soft drink. It is the largest selling soft drink brand in India. It was introduced in 1977 on the exit of Coca Cola Company from India. It was later on bought by Coca Cola Company to compete with Pepsi. In the Cola segment it has a commanding market share of 42% and it has a market
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L1 OHT 1.1 The marketing concept and philosophy Brassington and Pettitt (heavily modified) Brassington and Pettitt: Principles of Marketing, 3rd Edition (c) N Wellman 2011 1 OHT 1.2 Learning Objectives Understand marketing as a strategic process in support of achieving organisational aims Recognise the processes within the marketing model and how this is operationalised via the marketing mix Brassington and Pettitt: Principles of Marketing, 3rd Edition (c) N
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