Post 6: Product Life Cycle

Student Name

Instructor Name

Course Number

Date

Post 6: Product Life Cycle

Introduction

The product life cycle model is used to analyse a product over the period of its life time. There are four main stages of a typical life cycle namely introduction, growth, maturity and decline. There are specific characteristics of these phases which are generally shown by products. In introduction phase, sales will be lower and company will have to spend more on advertising. The growth stage will see a fight between different brands for market share. In maturity stage, there are only a few players left in the market with a falling demand for a product. The product is not standardised during the introduction stage of product life cycle CITATION DPi05 \l 1033 (D.Pickton and A.Broderick). Product characteristics are also not fully developed and production is lower. In growth stage, there is mass production of the product which will be sold with the help of improved marketing strategies. In maturity, product is standardised and overproduction hits the market and efficient production takes place in the market CITATION The20 \l 1033 (The Economic Times).

Application

The Kellogg’s Raisin Bran Cereal is in the maturity stage of its life cycle. The product has been in this phase for the last 5 to 7 years with a large number of companies offering many other cereals. This stage of product life cycle is characterised by mass production of a product and company using various techniques to enhance the sales of its product CITATION Ann19 \l 1033 (Sraders). One way to differentiate its product is to introduce the renewable packaging which will show the corporate social responsibility of the company. Another option is to introduce more and more flavours to the product. There is another option for the company to indulge in a price war with their competitors. In fact, the nature of this product is such that companies can successfully lower prices of their product to increase sales. The better option for the company is to keep on introducing the newer varieties of flavours which will reintroduce their product in a new way.

Works Cited:

BIBLIOGRAPHY D.Pickton and A.Broderick. Integrated Marketing Communication. 2nd. Prentice Hall, 2005.

Sraders, Anne. "https://www.thestreet.com/markets/commodities/product-life-cycle-14882534." 4 March 2019. https://www.thestreet.com. 21 January 2020.

The Economic Times. "https://economictimes.indiatimes.com/definition/product-life-cycle." 1 January 2020. https://economictimes.indiatimes.com/definition/product-life-cycle. 21 January 2020.

Post 7: The Service-Product Continuum

Student Name

Instructor Name

Course Number

Date

Introduction

A product service continuum shows the level of tangibility involved in any product CITATION MAC18 \l 1033 (Camilleri). On one extreme, are the products which have pure physical existence and on the other extreme are the services which are purely intangible in nature. There are some products which fall in between this continuum because they are accompanied with a certain number of services for the full satisfaction of customers. An example of mobile phones would be appropriate for a product with related services. A large number of companies now offer after sales services which place them in the middle of this continuum. Another difference between the products at two ends of this continuum. The evaluation of goods is much easier as compared to the services. Customers also know exactly about their needs, wants and how a product would fulfil them. In case of service, a person may be partially aware of his or her needs and wants. CITATION BMS12 \l 1033 (BMS.co.in).

Fig 1. CITATION MAC18 \l 1033 (Camilleri)

Application

In order to examine the raisin bran crunch cereal, there are two possibilities to examine this product. One aspect will keep this on the product side of the continuum. This will assume that there are no services associated with the product. The customer will also find it easy to evaluate the product on the bases of features like taste and flavors. This product can move on the continuum when we consider the services associated with product distribution. These services are necessary so that the product can reach the end customers. Since we are more concerned with the final product delivered to customers, we can conclude that this will remain on the tangible side of the continuum. The features like flavours and packaging can be used to differentiate products from the competitors. The company can easily find ways to improve various features of this product CITATION Geo \l 1033 (Fripp).

Fig 2. CITATION BMS12 \l 1033 (BMS.co.in)

Works Cited

BIBLIOGRAPHY BMS.co.in. "https://www.bms.co.in/explain-the-goods-service-continuum/." 8 June 2012. https://www.bms.co.in. <https://www.bms.co.in/explain-the-goods-service-continuum/>.

Camilleri, M.A. "Integrated Marketing Communications." Camilleri, M.A. Travel Marketing,Tourism Economics and the airline product,Tourism, hospitality and Event Management. Springer International Publishing, 2018. 85-103.

Fripp, Geoff. "https://www.marketingstudyguide.com/tangibility-intangibility-continuum/." n.d. https://www.marketingstudyguide.com. <https://www.marketingstudyguide.com/tangibility-intangibility-continuum/>.

Post 8: The Five Cs Of Pricing

Student Name

Instructor Name

Course Number

Date

Post 8: The Five Cs of Pricing

Introduction

Pricing decisions are the most important ones in the marketing mix because they result in revenue generation for a company CITATION MAC18 \l 1033 (Camilleri). There are certain considerations for a company when price is set. Following are the five C’s which have to be considered while setting price of the product:

Cost

Price is based on the cost incurred to produce a product. There are two major components of costs incurred on a product, fixed and variable costs. The price should be such that the total revenue covers both variable and fixed costs CITATION Lin181 \l 1033 (Korman).

Customers

Customers are the ultimate judge of the product and price. A pricing strategy should consider the expectations of customers regarding price of a product.

Channel Members

The number of channels used by a company will affect the price charged by it for the product. Companies selling directly to customers can charge a lower price for its products.

Competition

A higher level of competition will put extra pressure on the company to choose the right pricing strategy. Price can be used to differentiate a product from those offered by competitors.

Company objectives

A price set for a product should work well with all the other components of marketing mix. All the components of marketing mix should coordinate with each other to achieve the company goals.

Fig 1. CITATION Lin181 \l 1033 (Korman)

Application

The most important aspect for the Kellogg’s Raisin Bran will be the competition. There will be a very low level of differentiation between products offered by the company and competitors. This means that the price should also be very close to their prices. In an industry with such standardised product, the cost will be almost similar for all the companies. Channels of distribution for all the companies will also be similar to each other. The assessment of all these factors gives us the conclusion that the competitive pricing strategy will be the most appropriate for Kellogg’s in the case of Raisin bran crunch CITATION Ste15 \l 1033 (Liozu).

Fig 2. CITATION BMS12 \l 1033 (BMS.co.in)

Works Cited:

BIBLIOGRAPHY BMS.co.in. "https://www.bms.co.in/explain-the-goods-service-continuum/." 8 June 2012. https://www.bms.co.in. <https://www.bms.co.in/explain-the-goods-service-continuum/>.

Camilleri, M.A. "Integrated Marketing Communications." Camilleri, M.A. Travel Marketing,Tourism Economics and the airline product,Tourism, hospitality and Event Management. Springer International Publishing, 2018. 85-103.

Korman, Lindsay. "https://scalefinance.com/the-5-critical-cs-of-pricing/." 2018. https://scalefinance.com/the-5-critical-cs-of-pricing/. 28 January 2020.

Liozu, Stephen M. The pricing Journey: The organizational transformation toward Pricing Excellence. Stanford University Press, 2015.

Prelim Report Calambra Olive Oil

Name of Student

Name of Professor

Name of Class

Day Month Year

Prelim Report Calambra Olive Oil

Key Facts:

In 1968 Frank Lockfeld shifted to California to work in a well-known consulting and transportation planning firm. There he got the idea to start an olive oil selling firm.

Frank used Ambrano's supplied olives and produced olive oil with year labeled on it. He also used different strategies includes promotion through the newspaper, articles in magazine and taste test. To keep the high-quality image, Frank made the retail price higher than the other firms in the market.

In 1992, Frank contracted with Gino Ambrano for 800 olive oil gallons at the price of twenty-two dollars. In preparation of delivery, Frank started exploring different ways to bottle the olive oil. It was noticed that fifty-three gallons out of 800 gallons was lost while bottling the oil. Firm was losing oil at three stages as during the setup process, machine speed for filling, and because of the spillage while filling the bottles.

Frank settled these three issues. However, loss of five gallons could not have been prevented as it was not possible to empty the machines without degrading the olive oil.

Frank successfully entered the market with a great image of the firm and product. In a competition in a famous food store in Kensington, Calambra ranked number one in the tasting of Greek, Spanish, Italian, French, and California olive oils. The product also achieved favorable reviews in different articles.

As of July 30, Frank supplied twenty-four cases to his seventeen customers. Out of twenty-four customers only four placed second order which was a far cry from the cases that Frank expected to be sold each year.

Frank started negotiating with Williams-Sonoma and Neiman Marcus to make his product as a part of their Christmas catalogs. There were about 10% percent changes that Neiman agreed to the deal and would add 100 cases of oil in catalogs while 40% were the chances for Williams Sonoma to add thirty cases in his catalog if agreed. However, Frank refrained from contemplating the consequence of negotiating with both parties simultaneously.

Issue emerged regarding the decision about the quantity of gallons that would be required in 1994. Frank wanted Ambrano to contract for keeping reserve from his crop for late April. Also Frank was thinking that Ambrano was putting pressure in a skillful way to contract.

Agreement with Ambrano indicated that price schedule could not be negotiated which means it was a take it or leave it situation. It was disturbing as low supply would affect the progress, but the excessive amount could be used next year. However, Frank was not in favor of selling bottles of 1994 in 1995.

Problems:

The company faced the following problems.

In 1993, Frank wanted to increase demand for selling all the produced products.

Firm desperately needed negotiation either with Williams-Sonoma or Neiman Marcus for the promotion of the product.

Frank wanted to contract with Ambrano but decision making regarding the amount to be reserved was difficult.

Estimation of the present year selling and next year selling along with the allocation of the excessive or moderate amount was creating a disturbance.

The problem statement of the company was the decision making regarding the contract with Ambrano. Deal negotiation for promotion and the estimated amount for 1994 became the issue because only three months had passed when Frank had entered in the market. If the products yield no profit in 1993, Frank will face loss and would be out of the business.

Data Analysis:

Exhibit 1: It showed the product, and its ingredients along with the quantity was presented. All recipes contained the specific amount of olive oil which can be used by Frank to estimate the amount that can be used in making food items.

Exhibit 2, "1993 Calambra Olive Oil: Price and Cost per Case", indicated the total cost of per case olive oil by identifying its expenses. Also, the prices were mentioned in the table. Through exhibit 2, Frank can take help to lower the cost of the case or to fluctuate the price to enhance the demand.

Exhibit 3, "Projected Profit and Loss: 1993-97" indicate the presumed hand bottling in 1993 and use of the bottling plant for years 1994 to 1997. This exhibit can be very useful to estimate the future demand for olive oil by learning the total costs and variables.

Exhibit 4, “Narsai’s Taste Test, Saturday, May 29, 1993” indicated the rank of different oil firms including Italian oils, French oils, Spanish oil, Greek oil, California Oil, and Calambra. Below the table title “#1 Calambra (April 1993 Extra Virgin, Central Valley)" was written which showed the progress and high quality of the product. The exhibit could be used for the promotion. It also highlighted the criteria for the evaluation, and this part could be used to present the qualities that Calambra olive oil acquired. Consumers increase their demand toward the product which is famous for their qualities. Their exhibit can be an excellent opportunity for Frank to utilize them and sell the reserve of year 1993 and also to maintain next year demand.

Exhibit 5, “Selling Points and Accolades” indicates all the points, praises and award that Calambra acquired. Exhibit 5 was perfect for promotion purpose like exhibit 4. It counts the qualities as seventh generation olive oil, olives from selected farms, no culls, and other qualities. This list was published, and it can be further used to develop customer loyalty.

Exhibit 6 "Agreement," is the agreement between Calambra olive oil and Gino Ambrano. It showed the prices for each five hundred gallons. It also provided the shipping and payment details. The agreement was useful to understand the elements which can be changed to make the contract successful. All future decisions could be made according to the contract signed by Frank which means the contract will work as a fixed variable in firm production.

Preliminary Report For ALDEN BORDER PATROL

Name of Student

Name of Professor

Name of Class

Day Month Year

Preliminary Report for ALDEN BORDER PATROL

Key Facts:

In the dog containment industry. The Alden Patrol Company proposed premium products.

In the early 1980s owner of the ABP Company "John Alden" successfully acquired the loyalty of customers and increased the customer satisfaction rate through providing full attention, dog training through hands at the homes of customers, and also customized the products.

The manufacturer BP fixed the prices while all other factors for handling the marketing mix were decided by the Alden.

In 1991, the expiration of the product patent happened after which competition in the market was increased.

ABP’s owner was satisfied with their productivity and policies. He did not take competitors into account and found them as a low, and unimportant threat for the company. The reason behind the satisfaction was the installation of skills and training sessions that they provided for their products and services.

It was noticed that the sales of the company were going up, but still, the market share was showing downfall from the hundred percent to under twenty-five percent.

After the decline in market shares, Mark Tapper who was the sales and marketing director of the company recognized the issues and problems with the policies of the company. He realized that there should be some rapid change in market strategies. Convincing Alden about the fact was difficult. Therefore he decided to analyze the alternatives. He assessed product price changes and extra hours of work of labor. The reason behind the review is to provide products and services that could be sold to the middle market section.

Problems:

The company faced the following problems.

In 1991 patent was expired.

The company was relying on the quality of the product only.

The competition was increased in the market with a decrease in product price.

Market shares fell which limited and withhold the potential of the company.

Owner avoided the change in market strategies and avoided the possible solution of developing the product for the middle market segment.

The problem statement of the company was the expiration of the patent and its impact. Initially, the company was in monopoly, but just after the patent expiration, the competition had increased, and monopolization began to squander. It leads to the fall in market shares and sales of the products.

Data Analysis:

The map in the case indicated the manufacturer-distributor company of the ABP's. The map shows the head of the company "Border Patrol," various manufacturers, and three distributors other than ABP. Just after establishing the company, owner and high authority decided to exclusive distribution of the product that was produced. Alden opened the branch of ABP, i.e. BP, and he followed the same instructions and policies for the marketing of its product. Without realizing the increase in the competition, he focused on the quality of the product as he believed that only quality of the product can compete in the competition.

The 1st table named, "Alden Border Patrol Competition Comparison and Timeline" indicates the important information about the competitors of the company. It also contains the similarities and differences between the company and its competitors. The table clearly shows that the retail price of ABP's is higher than the other competitors. ABP's is the only company which does not rely on DIY product's selling. The table is significant as it tells ABP's that it would be good to acquire alternative products to maintain the balance in prices and market shares. It shows the market share of all the companies where ABP's is not having a large share in the market.

The second table "Comparison of Product Features by Competitor" shows the number of products that ABP and its competitors are providing in the market. It also indicates the customizing to property product as well as to the dog by all the companies. The customization depends on the warranty and guarantee of the performance along with the offer onsite training and services. The table is significant if the company want to produce an alternate product to increase the competition in the market. Through the table, ABP can find out the strategies of the competitors and can use the information to adopt new techniques and can reduce the existing strategies and policies to overcome the risk by the competitors.

The third table “Propensity to own a dog (indices to total population)” shows the total number of dogs that owners acquired. It also indicates the income of the owners. The table is significant as it provides the significant tool to measure the amount of that ABP's target market makes, the number of dogs owned, and how much they could own. ABP can use this table to introduce their alternative product in the right segment market.

The fourth table "Demographics of the High-End and Middle Segments" indicates the similarities between the markets of middle segment market and high-end segment market. One difference is shown in the table that is the annual income. So, the information acquired through the table is the difference in the price to find out the dog containment product.

The fifth table "Geographic and Psychographic Characteristics of the High-End and Middle Segments" analyses the important features of the products. It indicates that the less important to the middle segments when it comes to dog safety, child protection, responsibility, etc.

The last and sixth table "Alternatives for Middle Product Offerings" is the most significant table. It tells the gross margins of profits of the company — also the comparison in profits and costs to its initial product. The table is useful for the calculation of the incremental gross margin for an alternative product.

Principle Of Marketting



Principles of marketing

[Name of the Writer]

[Name of the Institution]

Principles of marketing

The Coca-Cola Company

The Coca-cola company is a well-known brand operating around the globe successfully. It is a marketer, manufacturer and retailer and of non-alcoholic drinks and is distinguished for its soft drink, Coca-Cola. The company was established in 1892 with headquarter in Atlanta, GA. It is having around 300 bottling associates globally (Official Coca-Cola, 2019). The portfolio of the product of the Coca-Cola company comprises multiple numbers of non-alcoholic drinks such as sports drinks, energy drinks, soft drinks, and bottled water. For many strong reasons, it is the most prized and identifiable brand universally. The secret formula of Coca-cola was created in the U.S and is still used presently worldwide.

Among these portfolios of products Coca-cola is the most consumed and enjoyed in many different countries, especially in the United States. That is why the market share or cut of The Coca-Cola Company in the U.S from 2004 to 2017 amounted to approximately 42.%. There are many other companies operating in the United States soft drink industry. Pepsi Cola is considered being the fiercest rival of the Coca-cola company. Competitors in the soft drink manufacturing industry in the United States, such as the Pepsi-Cola market cut amounted to only around 9%. (Coca-Cola Company's U.S. market share, 2017 | Statistic, 2019). These statistics revealed how massively successful and consumed Coca-cola is in the United States. Coca-cola offers its customers multiple products. Some major products of the Coca-cola company are Coca-cola, coke zero sugar, coke life, and diet coke.Target market

The Coca Cola soft drink is by far the most popular beverage around the globe, especially in the United States.  It is very popular in numerous diverse countries and cultures. Because of the gigantic demand for the beverage, and the tendency towards a healthier way of life the company has started to manufacture a variety of products.  They have manufactured various beverages, and now they are capable of targeting a much larger marketplace.

Coca Cola Corporation attempts to please a whole line of a diverse population.  The company manufactures and uses a variety of drinks to target dissimilar markets based on sexes, age groups, lifestyles, and ethnic groups, etc. For instance, a fruit juice named Disney hundred Acre Woods is prepared for young kids of ages ranging from 3 years to 10 years including in both sexes. Coca Cola has produced many tastes of this drink to please children as most the children have very resilient likes and dislikes.

Product differentiation

Coca-cola is chiefly differentiated because of its robust taste in contrast to other soft or soda beverages such as Pepsi Cola. Product differentiation of Coca-cola is all about its branding tactics and fashioning images in people’s minds (Cola Market Strategic Brand Management, 2014), such as using favorite cartoons or Santa Claus in their branding tactics. Such use of competitive positioning strategy keeps Coca-cola one step forward of its rivals in the Non-alcoholic drinks marketplace.

A Cash cow

The most famous product of the Coca-cola company, "Coca-cola” is considered for obvious reasons as a “cash cow." Cash cows are the ones that are considered as the leaders in the market and produce more cash or profits that are used in the making. Cash cows are business products or units that have a considerable market cut but little market growth scenarios. Cash cow products are those that can ensure the funding of research and development, administrative costs, and recompense payments to stakeholders. Coca-cola is a cash cow because it is consumed worldwide and is enormously eminent, extremely profitable with massive market share and therefore, it has fewer chances to grow further.

References

Brand differentiation – Coca Cola and Pepsi - Cola Market Strategic Brand Management. (2014). Cola Market Strategic Brand Management. Retrieved 21 February 2019, from http://colamarket.over-blog.com/2014/11/brand-differentiation-coca-cola-and-pepsi.html

Coca-Cola Company's U.S. market share, 2017 | Statistic. (2019). Statista. Retrieved 21 February 2019, from https://www.statista.com/statistics/225388/us-market-share-of-the-coca-cola-company-since-2004/

Official Coca-Cola® (2019). US Website. Retrieved 21 February 2019, from https://us.coca-cola.com/

Professional Paper 2

Your Name

Instructor Name

Course Number

Date

Marketing and PR: Professional Paper

Generation cohort is a group of people born during a particular time period. These people have normally gone through the same experiences and situations in their life. Members of a certain cohort shares the same behavior and attitudes towards different aspects of life. There are different generation cohorts such as Baby Boomers, seniors, Generation X, Generation Y, Tweens, etc. There is a difference between generations and generation cohorts. Many marketers target their products on the basis of cohorts. As normally all the members in a certain cohort share the same interests, same kinds of products attract each cohort.

Baby boomers is a cohort or a subculture that comprises of people who were born from 1946 to 1964. These people are currently aged from almost 80 years to 60 years. These people were born after World War 2 and were responsible for a number of developments that America is going through currently. They are senior citizens presently because they are all above 65 years. They are followed by Generation X. Gen X comprises of people who are born after 1964 till the mid of 1980’s. This is the generation that contributed a lot to the workforce and are also better education-wise. Generation Y is also known as Millennials who are defined to be born in early 1980s specifically in 1981 to late 1990s or 2000. They are people who are responsible for changes in different systems across countries. Generation Z is the latest generation that follows Millennials. These people are mostly in their young ages currently and are said to be born from mid 1990s to 2015.

Demographics and Basic Information

Tweens or Generation Z.

Tweens is the latest generation cohort. They are also known as Generation Z. These are the people who are not in their teen ages yet but are about to enter their teenage years. These people are not children nor teenagers. They lie between the two age groups. They follow Generation Y or Millennials and are born after mid-1990s. CITATION Kay10 \l 1033 (Williams, Page and Petrosky) The total percentage of Generation Z or Tweens is 25%. They are also known as Post-Millennials.

Generation Y or Millennials

As mentioned above, Generation Y is also known as Millennials. This word is commonly used in our everyday language because they are the people who have identified themselves due to different characteristics. These are born from early 1980’s to mid-1990. They are a currently of ages 25 to 39. As the age denotes, these people are the ones who are forming the workforce. Their population size is 95 million. They are also known as Echo Boomers.

Generation X

This is the generation that precedes Generation Y. These people are of ages 40 to mid-50, as they are born from 1969 to 1979. The population size is 82 million. These people are the ones who have seen the transition from newspapers to digital age. Being in their adult ages, these people have formed families despite crushing debt load. This generation is known to be lost as it forms a bridge between two of the greatest generations, Generation Y and Baby Boomers. They are also known as MTV and ‘Latchkey’ generation.

Impact of Situations on Attitudes

Tweens or Generation Z

Tweens or Generation Z is the latest cohort and comprises of people who are children or at most about to reach adulthood as the oldest people of the group are 24. There are different age groups within the cohort such as babies, toddlers, tweens (children of ages 8-12), teenagers and young adults. As different age groups exist, this cohort has gone through a number of events that have shaped their lives and their attitudes towards different aspects. They have gone through terrorism, major climate change, school shootings, etc. they have experienced harsh outcomes of the activities of generations before them, similar to Generation Y. They are seen to be more environmentally conscious along with fixated on bringing the change. This is the reason why in the present age we are seeing many activists who are in their teenage years. They prefer products and services that are environment-friendly and are produced through ethical means.

Millennials or Generation Y

This cohort comprises of the most educated people who are more determined to be involved in research and studies. They went through the era of 9/11 in their young years therefore they know the consequences that such activities have on the lives of people. Just like Tweens, they are also focused on challenging and changing the ways of older generations by standing up to them. They have also experienced adverse consequences of being socially irresponsible therefore they are determined to change them. They were born in the internet age therefore they are more inclined towards online channels rather than televisions.

Generation X

This generation was formed when technological changes were being brought. A number of events were ending in this era as well. These events included different wars between countries, the Cold War, etc. These people are accustomed to changes as they were born in the era where the world was moving from analog to digital. These people are family oriented and were cautious than their parents in different aspects. This generation did not earn high pays due to the economic conditions.

Annual Spending of each Cohort

Tweens or Generation Z

Generation Z spends $143 billion annually.

Millennials or Generation Y

Generation Y spends $322.5 billion annually.

Generation X

The annual spending of Generation X is $357 billion.

Product Development

Tweens or Generation Z

As mentioned above, Generation Z comprises of people who are mostly in their young years. Therefore, in terms of income and spending they are on the lowest level. Although their behaviors and attitudes have captured the attention and focus of marketers. Although most of them are not earning, still they use their parents’ finances to buy their desired products. It has been noticed that this generation desires products that are mostly influenced by the social media trends. However, the prefer products that are environment friendly and companies that are socially and environmentally responsible. Such products must be developed for them that are made from environment friendly materials and whose details are known by Gen Z.

Millennials or Generation Y

Millennials are the most important segment for most of the brands especially fashion brands. These people are responsible for changing ideas that were common before them. Therefore, they prefer products that match their ideology. Businesses have brought change in their product development due to this reason. Products aimed at millennials should be developed in a way that keeps them updated and involved. Secondly, products that offers much value at their price attract the millennials more. Due to this reason, fashion items can be developed for this cohort that are reasonably priced.

Generation X

As generation X comprises of people in their advanced young ages, they are moving towards retirement or are into such products that offer them a break. They are also ethical when it comes to their products choice. There are many opportunities for the marketers to develop products in different domains. As they are on vacations, such products can be developed that are related to getaways if not the holiday packages themselves.

Marketing

Tweens or Generation Z

As this cohort also contains people who are children, therefore, television and videos are important media through which they become aware of brands. Similarly internet is also a media that can be used for these people as teenagers and young adults are active on internet. They change their loyalties as soon as they feel disconnected from a product therefore engagement is also important.

Millennials or Generation Y

Marketers can use Video games, TV ads and internet as media for marketing for Millennials. The marketing material should be aimed at providing real life implications of the products. It has been noticed that Millennials like to purchase products have advertisements that show inclusivity along with the materials from which products are made.

Generation X

Generation X uses internet more than the other generations therefore the most effective way to reach them is through social media websites. Marketing should be done in a way that gives them the information about the product. They are not involved in researching therefore they will prefer products that provide information readily. (Williams and Page)

Product or Service

Chipotle created a web-series aimed at Millennials that featured a millennial lead who fights with an industrial food company due to corruption. This became very famous among the Millennials because this cohort is determined to fight off the negative situations that occur in society. This is an example of a successful product that was aimed at Millennials because Chipotle correctly identified interests of the cohort.

Mercedes targeted an ad towards millennials by showing the people in the ad who belonged to this cohort. This was a failed attempt because targeting millennials for such a car is not advisable as most of the millennials can’t even afford to buy luxury cars. Therefore, such ads and products must be made that are suitable for the specific generation cohort it aims.

Works Cited

BIBLIOGRAPHY Williams, Kaylene C. and Robert A. Page. "Marketing to the Generations." Journal of Behavioral Studies in Business (2011). Journal.

Williams, Kaylene C., et al. "Multi-Generational Marketing: Descriptions, Characteristics, Lifestyles, and Attitudes." Journal of Applied Business and Economics (2010). Journal.

Promotions

Promotions

[Author Name]

[Institutional Affiliation(s)]

Promotions

Trade promotions can be described as the marketing efforts done by marketers so that they can promote their respective products to the retailers. This will also help in enhancing relationships between retailers and marketers. Some of the major advantages of trade promotions are that it creates a competitive environment in which companies try to differentiate their products from their respective competitor companies. It also facilitates moving the excessive stock forward. For instance, if a product is seasonal then during an offseason, the salesman will move the product in the market by providing certain incentives. Trade promotion also increases display levels. This helps in achieving a widespread distribution that will allow a salesperson to enable upselling in which a customer is persuaded to buy expensive things (Martín-Herrán & Sigué, 2015). Furthermore, it also helps in cross-selling as well in which salesperson trick the consumer into buying an expensive product while providing some incentives such as free T-shirts on purchasing an expensive blazer.

While comparing and contrasting both consumer promotions and trade promotions, consumer promotions are intended to persuade consumers to buy a specific product or subscribe to any service. This can be done by reducing the prices of products for a limited time or by providing free samples and coupons to stimulate product demand. Typically, consumer promotions are used by retailers. On the other hand, trade promotions are utilized by wholesalers and manufacturers to boost their business by allowing business buyers to purchase their products for resale. Consumer promotions strategies engage consumers into buying a specific product while trade promotion strategies help in strengthening the relationship between retailers and manufacturers. Consumer promotion strategies use tools such as coupons, cash refunds, and free samples while trade promotion also uses these tools to expand their business. However in trade promotion tools such as cash bonuses, push incentives and stock returns are also used that may further help in building a strong relationship between retailers and manufacturers (Boddewyn & Leardi, 1989). Despite some differences, both these strategies are used by several companies especially when they want to launch a new product.

References

Boddewyn, J. J., & Leardi, M. (1989). Sales promotions: Practice, regulation and self-regulation around the world. International Journal of Advertising, 8(4), 363-374.

Martín-Herrán, G., & Sigué, S. P. (2015). Trade deals and/or on-package coupons. European Journal of Operational Research, 241(2), 541-554.

Promotions Strategies

Assignment

[Name of the Writer]

[Name of the Institution]

Promotion Strategies

Promoting a business is an essential part of the daily activities of an organization. Sales and promotion strategies consist of push, pull and mixed promotion strategies, which are used to start a business in an effective way. Push promotional strategies are more focused on retailer and distributors whereas pull strategies are related with customers and end-users. The push strategy originates from the manufacturer whereas pull strategy is concerned about end-user or customer to creates the demand of a product (Seebaluck, Munhurrun, Naidoo & Rughoonauth, 2015). Mixed promotion strategy is a combination of a motivated buyer and an enthusiastic sales team for sales growth. In push promotion strategy, incentives are offered to a middleman to convince the other person for the purchase of a product, whereas in pull strategy the end user and consumer demand the product from the retailer and retailer ask about the product from suppliers. The suppliers further ask about the product from the manufacturer. Sufficient resources of business can get the end-user excited about the product by launching a sales campaign through electronic advertising, print and television sources (Anderson, Ciliberto, Liaukonyte, & Renault, 2016).

In push promotion strategy discounts, buyback guarantees, wholesale and premiums are offered. For selling a product in push strategy the staff of the organization may also be offered for a bonus. They can also give free items or a discount for referring a product to other people or friend. Pull marketing strategy is helpful to build customer loyalty and establish direct contact with customers. It can also create strong bargaining power with distributors and retailers. The goal in pull marketing strategy is to create a demand for the product for the customer. In a pull strategy, the consumers are fully aware of the product through different ways of advertisement like eMarketing and telemarketing, etc. Pull strategy is a more appropriate strategy because organizations advertise their products on the internet, television and social media to create demand of products in customer.

References

Anderson, S. P., Ciliberto, F., Liaukonyte, J., & Renault, R. (2016). Push‐me pull‐you: comparative advertising in the OTC analgesics industry. The RAND Journal of Economics, 47(4), 1029-1056.

Seebaluck, N. V., Munhurrun, P. R., Naidoo, P., & Rughoonauth, P. (2015). An analysis of the push and pull motives for choosing Mauritius as “the” wedding destination. Procedia-Social and Behavioral Sciences, 175, 201-209.

Public Relations

Public Relations

[Author’s name]

[Institute’s name]

Public Relations

Integrated marketing communications (IMC) is defined as one significant approach to ensure the proper acquisition of different goals related to marketing campaign. Various aligned promotional methods are designed by business organizations to reinforce actual marketing objectives. The main aim of this particular approach is to identify the actual value of a detailed marketing plan by assuring collaborated roles of different communication disciplines (Luxton, Reid, & Mavondo, 2015). It is noteworthy to indicate that the broad idea of IMC is comprised of a useful combination of various practical aspects such as advertising, public relations, personal selling, and product promotion, etc.

The concept of Public relations is established as one critical domain as the prominent part of integrated marketing communications. It is used as an instrument to ensure a suitable form of the enterprise communication mix. This perspective eventually enhances an organization’s chances to achieve better outcomes in the form of sales promotion. The option of public relations assists organizations to improve, maintain, and protect the overall paradigm of sales or product image (Key & Czaplewski, 2017). It is established as an effective tool to improve marketing communications significantly in the forms of different social marketing campaigns. The main aim of this approach is to influence the buying behavior of individuals considering various sales promotion techniques. The idea of public relations is used as an organizational function to confirmed proper management of communication in order to achieve different objectives of marketing.

It is essential for corporate organizations to use the option of public relations to develop an active association between organization and targets customers. There are multiple operations associated with the main idea of public relations that are identified as the promotion of goodwill, promotion of a product, suitable corporate communication level, etc. There are various possible methods to measure the success level of a PR campaign. Exploration of social media reach is one prominent practical idea to assess the suitability of a PR campaign (Allagui & Breslow, 2016). The active engagement of potential customers can be examined by developing better communication channels between an organization’s management and public.

References

ADDIN ZOTERO_BIBL {"uncited":[],"omitted":[],"custom":[]} CSL_BIBLIOGRAPHY Allagui, I., & Breslow, H. (2016). Social media for public relations: Lessons from four effective cases. Public Relations Review, 42(1), 20–30.

Key, T. M., & Czaplewski, A. J. (2017). Upstream social marketing strategy: An integrated marketing communications approach. Business Horizons, 60(3), 325–333.

Luxton, S., Reid, M., & Mavondo, F. (2015). Integrated marketing communication capability and brand performance. Journal of Advertising, 44(1), 37–46.

Raw Materials

Raw Materials

[Name of the Writer]

[Name of the Institution]

Raw Materials

Introduction

The purpose of evaluating one’s “raw materials’ is to conclude what capacities, gifts, talents, and traits or qualities are. This following assessment will also include an investigation of interests, wishes, and inclinations. By calculating the positive and negative qualities and characteristics, one can conclude what, and key weaknesses and how they can affect the future (Weiner, Greene, 2017), personally and professionally, and how well or bad these raw materials can market themselves for a specific job or organization. Interests, passions, personality, core values, strengths, potential strengths, faults or bad habits are the classifications of raw materials that I will assess through online self-assessment tests as well as from opinions from my family and associates, so to aid me to define my raw materials.

Discussion

Raw Materials

Strengths

I believe I have many strengths, and because of my inclination or nature of perfection, I am constantly looking to use my strengths so to work more on my strengths and achieve perfection in them. My utmost strength to me was always my mind power or the ability to make things happen, because of that I have always been into situations that demand my mental capabilities or making things happen. I always enjoy things that require my mental abilities or making things happen. Other than that, I fulfill my commitments, and it is of serious importance to me, I never try to deceive or lie about myself or my work. To know more about myself, I conducted my self-assessment by using the Richard Step online test. According to the test, my major strength was Integrity. It means that I have an aptitude to keep my commitments. It also indicated that I have a tendency to avoid taking part in people who lie or do not fulfill their commitments. Also, I require little supervision in anything that needs to be done and that quality of my work. My other strength is self-motivation. I have a resilient self-concept, and I am always about more action and less talk. I am most operative when I have the feeling that I am in control or I am being trusted. Moreover, I am very good with people, I understand what other people are in need of or expects from me, and I try my best not to fail them. I am also very good with computers and can use any software easily. My close friends believe I am very good at explaining things or showing the big picture to others and even make them feel good. According to my family, I am very polite and control my emotions very well.

Potential Strengths

In my opinion, other than mental, I have many physical strengths as well, but there needs to be worked on regularly. I am a believer in practice, betterment, and perfection. If I am physically fit I feel happier, comfortable in any situation, active and more ambitious. I can do all of the things that I do much better if I work in my physical strengths as it adds to my mental strength. Also, I believe I have the capacity to listen and keep my calm in any situation but frequently, I find it difficult to listen to people who do not use common sense or talk logically. I believe I need to practice overcome or control my emotions more when listening. Most people believe that I am a very good listener, but I want to be even better. Furthermore, determination and focus was once my key strength, but presently I feel that I lack it because of various reasons. I am trying to focus again to renew my strength. I am very good at catching up with different tasks or responsibilities, but when it comes to doing one task for a very long and consistent period then I get somewhat bored, this is because I look for perfection and once I achieve it I want to move to the other task and perfect it. To get rid of boredom I need to work on some side tasks.

Faults or Bad Habits

Lack of focus when things are not going my way and impatience are my bad habits, and also as mentioned earlier, short temper for those who do not use logical reasoning. Self-development is always the key term for me in my personal and professional life. Whether it be a relationship or day to day activities, I always look for betterment in them. I am a kind of person who wants to get rid of all the imperfections or bad habit, this is why I have very few bad habits in me and those few I am constantly looking to change. Another fault, which is a strength in many cases as well is, thinking a lot and envisioning consequences. In some cases, it is very useful, but personally, it takes a lot of energy and wastes time. My companions usually tell me not to think and just go for certain things, and they might be right, but my overthinking or looking for perfection frequently results in time wastage. My friends complain that I do not share much with them, but for me, that is my nature, and that makes me a better planner.

Interests, Desires, Passions

Completing a task perfectly, surpassing or meeting people’s expectations and making people astonished motivates me the most. I like to do things in a perfect and most desirable, and ordered way. Perfection, innovation and something that is different and better inspires me. Also, people putting their trust in me inspires me and give me courage and happiness along with pressure, but I feed on pressure. I wish I have more opportunities to make things happen and learn, do and achieve more. My passion is to achieve perfection in everything I do, help the community, spread the knowledge, make myself and my surrounding better and be a person who does everything right and with a smile.

Personality

To know about my personality, I took some of the online assessment tests concerning personality, such as humanmetrics.com. According to the tests, I am moderately or maybe a little more introvert as I do not share my feelings and emotions usually; in addition, I work on my plans alone and vigorously and do not prefer to talk about it but rather show the results of my plans or strategies. The tests also revealed that I have a moderate preference for judging over perceiving. I try to perceive things and also judge things in accordance with statistics and logical reasoning. I believe I have a very good sense of perception, but I do not rely on it and always look for rational things as well and listen to others point of view before making any decision. The assessment also displayed that I have a slight preference for thinking over feeling.

To some people the personality of a person is attractive, and to some, it is repellant (Tyrer, Reed, & Crawford, 2015). Same is the case with me; this is because I have the aura that repels people whom I don’t like or who are not a good fit. But mostly, people feel very easy with me and trust me a lot with everything’s, those who are not near to me still say good things about me without knowing anything about me.

Core Values

My core beliefs comprise of respect, honesty, loyalty, integrity, health, religion, family, care for nature and its sustainability, peace, friendship and giving back to society and nature. All of these are very important to me, and I believe without any of these, life would not be very good. Everything is connected are the words that need to be understood. Doing good will bring to one own self and to others as well. I believe if the majority of people become honest, loyal, and righteous and give back to nature and community, the world will change swiftly. I am the kind of person who hates to waste water, food or anything thing that is useful to human beings or nature. I do not prefer to use anything that would not make a good enough difference in my life or anyone else's; I would prefer to leave it for someone who can make a difference with it. I believe every religion is based on truth if analyzed and understood truly and that the creator has made everything balanced and we need to be at peace with everything's in nature; the only things that need to be changed or improved is oneself.

The online assessments mostly revealed what I expected. However, my family and friends gave me more positive responses than I expected, I am very hard on myself, and I praise myself rarely. So good feedback from friends is always unexpected for me, but I always feel I know more about myself than anyone else and that is why my opinions about me rarely change and changes only when I prove different to myself and not to people.

Synthesis and Summary

My trust in my mental capacities, my focus on quality, honesty, loyalty, and integrity are such natural attributes to me that they cannot easy to be challenged or changed by my weaknesses or surroundings. However, the lack of focus or interest is the only thing that might make things not work for me. Secondly, lack of patience for those who do not understand reason rationally is one bad habit I am working on, and this is the thing that in my opinions stops me from teaching them something good or from listening to them for an extended period. Other than these, I believe I am good for those who stress on loyalty, quality, perfection, integrity, and a good personality.

References

Tyrer, P., Reed, G. M., & Crawford, M. J. (2015). Classification, assessment, prevalence, and effect of personality disorder. The Lancet, 385(9969), 717-726.

Weiner, I. B., & Greene, R. L. (2017). Handbook of personality assessment. John Wiley & Sons.

Reading Assignment

Your Name

Instructor Name

Course Number

Date

Reading Assignment

The fashion industry has become a very profitable business. There is now a concept of brands which are considered as high-end status symbols. Apparel companies are facing serve competition in the market. They are now using different marketing tactics in order to drive consumers. They create awareness about their products, and in this way they establish their brand worth. For this, they invest in brand strengthening and nurture consumer loyalty. They use aggressive advertising to stress over the uniqueness and superiority of the product. For example, Louis Vuitton one of the competitive luxury brands spent $14 million on advertising during 2010. It then used Luxury lifestyle magazines for ad campaigns.

Moreover, the competition in the fashion industry is also due to the use of social media for consumers who share information with their friends and family and news become viral. These conversations in social media have the ability to influence the choices of those who are in power. Moreover, fashion labels are evolving with times. These are being used by companies to attract customers. For this, they have to make a huge investment in advertising. Now companies have to use a holistic approach. To survive in this competition, they have to spend millions of dollars to entice consumers to buy their products. They have to use pushers for creating consumers loyalty. They have to target consumer’s social status with advertisements and offer them exclusive products. A part of the marketing is also the discounted sales that are offered to persuade consumers to purchase more stuff. In addition, there is the use of consumer grooming as a tactic in marketing by apparel companies. Now for apparel companies, the aim behind advertising is not to bring more sales but to create a niche market for their brands. This is an effective strategy to brawl with severe competition in the fashion industry.

2.

Zara after its establishment in 1975 in Spain has gained the status of an international fashion retail giant. It does not spend millions of dollars on advertising. It uses the concept of fast fashion and creates a passion for fashion among its consumers. It has a strategy to put its customers first who define the company. It regularly receives their feedbacks and acts accordingly. For example, the customer response regarding an article is forwarded to headquarters and then conversed to in-house designers accordingly. These then use this feedback in their future work. It also offers its customers a chance to co-create the designs. The company is also successfully using a pull strategy to create customer curiosity and has no focus on push strategy.

Moreover, in the context of influencer marketing, it has been using influencer models that engage consumers. Zara allows its customers to check models wearing preferred fashions while clicking on sensors in the store. They can also be inspired by their favorite fashion consultants. They can ask about a specific product and learn about it. After getting enough information, they can then buy the product in a few clicks. In addition, the company also uses price as an advantage and offers its products on reasonable and affordable prices. Zara uses backward and vertical integration that assist in keeping its prices low and still enjoy the profits. Sometimes, this also assists the company to produce niche products promptly. This offering of the latest fashion lines at affordable prices is considered as a strategic advantage for Zara. Consequently, every purchase is an impulse buy due to its use of positioning strategies that satisfy customers changing needs around the globe. The part of its marketing strategy is the concept of fast fashion. It does not set fashion trends but it traverses the wave of current fashions. It then offers reasonably priced copycat editions of a high-end brand.

Reflection Paper

Elizabeth Gilbert: Big Magic

[Name of Writer]

[Name of Institution]

Self-help books, especially those endorsed by Oprah Winfrey, are generally eaten up by the general public. However, few have gotten the acclaim that Elizabeth Gilbert’s Eat, Pray, Love received. With one memoir safely residing atop the privilege of being declared a cultural phenomenon that millions not only read but vowed to live by; the newest Gilbert memoir could have been wrong from multiple perspectives but would still be capable of arousing discourse. I feel that it successfully did exactly that.

Although Big Magic CITATION Gil15 \l 1033 (Gilbert, 2015) claims to reveal the secret behind living the creative and personally fulfilling life Gilbert has lived, there are some flaws so intellectually glaring that it is impossible to overlook those. Having only read the first chapter, I had discovered that Gilbert meant to grab the mystery around the ‘creative process’ by its horns and tackle it to the ground. Creativity was not supposed to be restricted to artistic ventures but henceforth covered any act that brought its doer joy. Learning to skate or cook or dance or write were all creative tasks. Authenticity mattered more than real, un-plagiarized work. According to her the secret to living a creative life therefore lay simply in discovering what you ‘were meant to be’ and then blatantly being that. Even though all of it can be summarized in a single corny sentence on a coffee mug, it is still genuine and meaningful advice. The real problems begin when the readers are told the context of this advice and are shown the philosophical connotations that Gilbert has extracted from it.

The first truly problematic issue of the book arises from the depths of everything that makes it a memoir. There are contradictions in Gilbert’s recollections of her life and how she lived it. She claims to have miraculously shaken her own anxiety and depression; she disregards her own creative process; she makes lofty claims about her confidence in her work and contradicts it later. The list goes on. The not-so-subtle grandeur that Gilbert has tried to emulate in this book by claiming to have discarded her fears by realizing they were boring is starkly juxtaposed against her apparent powerlessness in front of her creative ‘ideas’ which, in fact, controlled her. This brings me to the second notoriously controversial take that I noticed in this book. Elizabeth Gilbert has made an absurd claim that ideas are actually conscious and willfully leave a person who is not ready or inviting enough. It only gets weirder when she claims that the idea for a book about Amazon flew from her to a friend when she kissed her cheek at a party. In its whole essence, this concept is nothing but a watered (and battered) down version of the ancient belief that art is a superior force while artists are simply vessels.

However, there are positives that can be plucked from the book. First of all, there is great and comprehensive advice in the form of the claim that fancy schools which teach art and creativity are useless and amount to nothing. She also claims that when art is commercialized and needs to earn money, its creative value dies. Every artist can relate and agree with that. The book says that the inspiration for creativity is random and mostly independent of the external environment the artist might create for an easy flow. Although debatable, a larger chunk of this advice is also reasonable. Therefore, the crux of the book and the general air it builds around creativity and how to go about it is quite bold, defiant and rational. If a reader can overlook the few technical or intellectual fallacies, it can be a great help in boosting creativity.

References

BIBLIOGRAPHY Gilbert, E. (2015). Big magic: Creative living beyond fear. New York: Riverhead Books.

Reflective Video Journal

Reflective video journal

Student’s Name

Institution

Date

Introduction

Over the last decade, marketing has drastically evolved and it is an essential part of business. Marketing is designed to spearhead a business to growth and therefore, marketing plan is fundamental to any business organization. It connects a business with customers, competitors and other stakeholders and therefore, every organization needs effective marketing strategies. However, for marketing to achieve its core goals and objectives there is a need for firms carrying out marketing to work efficient and responsibly without violating both social and environmental responsibilities applied in marketing practices. This paper therefore, presents critical analysis of various environmental and social responsibilities, which are involve in marketing.

Marketing is continued to be viewed management function developed to satisfy exchange. The marketing managers’ primary task is to efficiently manage marketing mix (4 Ps) by seeking the meet the needs of the market and achieve firm profitability goal through exchange. According to Marin (2017), marketing is derived as an organizational responsibility which is not only involves the work of a specific area. The primary work of marketing is to create value for the market. And therefore, the essential for maintaining the relationship with all stakeholders must be recognized and applied. It must be able to create a clear relationship between the business world and the society. Marketing should be able to create impact to the society. The activities of marketing are required to provide benefit to the society as whole.

Marketing should not be about profit alone, it is required to involve social responsibilities as well. Siham (2014) pointed that philanthropy is a central factor in maintaining competitive advantage in the market. Therefore, CRS is an important aspect in business performance which should form central part of marketing strategies. A study indicates that firms, which have integrated their business potation with CRS have benefited from direct relationship with society CITATION Har15 \l 1033 (Reddy, 2015).

Marketing is considered to be educational, science and philosophy than just a management system. Siham ( 2014) stated that social responsible marketing was derived as a response to previous questionable marketing practices, which have seriously affected the society. The main criticism of marketing is received from the mainstream marketing strategies, which cause high prices. The marketing strategy does not consider the interest of the people and therefore, it increases the prices of commodities. As stated by Siham (2014), the mainstream marketing strategies main goal is to drive profit and there is no concern about the society. The profit driven marketing has been derived and therefore, it is not an appropriate strategy. It is better to consider customers when pricing product to ensure that the social issues affecting customer are captured. However, contemporary marketing depends heavily on aggressive promotion and advertisement. Therefore, in order to lower the cost, firms charge higher prices and therefore, this affects the people and the society.

But social responsible marketing strategies reject the deceptive marketing strategies which are applied in pricing, packaging, pricing even when they are done legally. The marketing exert a huge economic implication in the society. The current marketing strategies to have the interest of people and the society, and therefore, the pricing of products should be done based on the market needs and the market cash flow to avoid exploitation of customers which is unethical CITATION Par15 \l 1033 (Parıltı, Demirgüneş, & Ozsacmaci, 2015). Though there are some organizations regarding as business, it is unethical to take advantage of customers for the sake of profit. The mainstream marketing strategy is one of the unethical marketing, which has been rejected by many companies due to less contribution to social welfare of the society. Some advocates for socially responsible marketing have made an argument that some current marketing, which is being practiced, encourages people to buy even what they actually do not need. It also place constant desire to have a lot of materials, which leads to excessive spending. According to Parıltı, Demirgüneş, and Ozsacmaci, (2015), this type of marketing is not socially responsible and create problem in the society. Therefore, they are some of the unethical marketing practices, which should be rejected. The obsession with a lot of material goods after some times can cause serious damages to the society. However, the socially responsible marketing pays attention to the social cost, which is included in the marketing. It is important to ensure that corporate profits does not negatively affect the society and therefore, corporations should have appropriate way of pricing, marketing and managing the general operation of a company, which are inclined to the social and environmental solutions CITATION Par15 \l 1033 (Parıltı, Demirgüneş, & Ozsacmaci, 2015). It is therefore, important to have marketing strategies or system which contributes to environmental and social sustainability of the society at the same time producing profits for business.

However, other unethical marketing issues are related to attitude and feelings against a specific people in the society. Marketing strategies should be neutral and not being seen as offensive. But companies have failed to comply with such practice CITATION Sio17 \l 1033 (Siomkos & Rouvaki, 2017). The unethical marketing can be related to views related to other ethnical community which can cause a company to lose its market share. The message and tine being conveyed must reflect the position of a company and therefore, it is always advisable to ensure that the message used in marketing especially in promotion, advertisement is not offensive.

The CRS has been integrated at different level of organizational operations with marketing to ensure that organization work together with the society. A study indicates that most companies contribute to the growth of the society through partnership to donate a huge fund for the growth of the society. For instance, Coca Cola has effective CRS strategy, which has helped the company to create a huge impact and endure customers to the product CITATION Kum17 \l 1033 (Kumar & Mokhtar, 2017). It has been noted that Coca Cola sponsors several sporting activities, which connect it directly to customers. Though the company has sponsor several problems, which builds talents. Marketing strategies should be incorporated with other activities which can uplift the living standard of people. And therefore, companies like Coca Cola enjoy the massive share market due to its practical marketing practice.

It is therefore, recommended to have an elaborate marketing strategy, which can produce good result to the company and also uplift the living standard of the people. The acceptable marketing strategies should consider social and environmental aspect of the society. The interest of the people should be considered when pricing products, advertising, and promotion of products. It would also be practical to consider political, environmental, economical and social issues, which affect people when deriving and the best marketing strategy which can be used by company.

References

BIBLIOGRAPHY Kumar, P., & Mokhtar, M. S. (2017). Ethical marketing practices viewed through consumer spectacles. https://www.researchgate.net/publication/316278535_Ethical_marketing_practices_viewed_through_consumer_spectacles , 2-15.

Marin L., L. (2017). Marketing and Corporate Social Responsibility (CSR). Moving between broadening the concept of marketing and social factors as a marketing strategy. Spanish Journal of Marketing , 2 (21), 2-15.

Parıltı, N., Demirgüneş, K. B., & Ozsacmaci, B. (2015). ETHICAL ISSUES IN MARKETING: AN APPLICATION FOR UNDERSTANDING ETHICAL DECISION MAKING. https://www.researchgate.net/publication/276868251_ETHICAL_ISSUES_IN_MARKETING_AN_APPLICATION_FOR_UNDERSTANDING_ETHICAL_DECISION_MAKING , 12-35.

Reddy, H. (2015). Ethical Challenges in Marketing. IOSR Journal of Business and Management (IOSR-JBM) , 28-35.

Siham, B. (2014). MARKETING MIX- AN AREA OF UNETHICAL PRACTICES? British Journal of Marketing Studies , 2-14.

Siomkos, G., & Rouvaki, C. (2017). The Ethical and Unethical Dimensions of Marketing. Management Review: An International Journal , 2-15.

Research

Internet and Marketing

[Author Name(s), First M. Last, Omit Titles and Degrees]

[Institutional Affiliation(s)]

Internet and Marketing

The internet has modernized almost every face of personal life and the business world. The 21st century is marked with a far-reaching revolution; people's life spins around social networking sites where everything is being shared including purchasing choices and preferences. Mobile computers and hand-held devices have replaced computers and every task is performed through small devices referred to as mobile phones. The most disruptive technology among all is social media that is an opportunity as well a challenge to businesses. Purchase decisions these in the age of the internet relies on reviews from others generally shared on social media and online blogs, and review forums. Consumer expectations from the products, services and brands have also changed. Consequently, businesses have shifted their focus from traditional ways to the online means; marketing function now heavily relies on internet and social media. Thus, marketers have to reach out to potential customers via means they trust and seek information. Marketers realize the internet as the potential source of developing and enhancing productive relationships with their customers (Negri, 2016). The only choice marketers have, these days, is how to utilize social media and modern web-based technologies for business development and customer retention.

Traditional marketing is now insufficient, as internet and social media have become the ultimate source of information. One of the significant impacts is the drastic change in the cost of marketing operations. Another major advantage is no limitation of geographical boundaries and ease in target marketing. Marketing these days is based on engaging content on the internet that not only attracts customers but also enhances their knowledge (Harden, & Heyman, 2009). The Internet has resulted in a whole new level of opportunities for affiliate marketing and promotion. “Word of mouth” marketing technique is essential in the age of social media marketing where consumer decision relies on reviews. In addition, marketing in the age of internet spins around consumer involvement and like, share and comment materials. ‘Buzz’ words and ‘hashtags’ allow reaching a huge audience quickly and to spread the content like wildfire. Marketing campaigns are driven by ‘hashtags’ that spread information to the target audience resulting in increased sales and enhanced business performance. Another significant change is all-time 24/7 availability to customers, this results in quick problem solving for customers.

Modern marketing is not restricted to online blogs and social media but leverages Artificial intelligence-based marketing solutions using customer data to obtain information about customer intentions and design the right strategy accordingly. The evolution of big data, machine learning and business solutions have transformed the marketing strategies. Big data allows leveraging customers' data to know about their choices, preferences and to deliver what they seek. Machine learning helps marketers identifying market trends and understands the potential actions of customers. AI understands humans like humans and allows marketers to target customers based on audience analytics (Molenaar, 2013). It allows for an intelligent search of information, targeted marketing, and smarter ads that has drastically improved customer acquisition and retention. These technologies enable a marketer to obtain insights about customers like never before. The shift in marketing with the advent of the internet is very deep, from one-way communication to a conversation with customers and from interruption to interaction; the marketing function of businesses is completely transformed.

Thus, in the age of internet marketers are not only available for their customers all the time, and are able to meet customer demands of digital responsiveness. The digital marketing tools and modern technology allow marketers to stay relevant and unique to their customers which eventually produce favorable results in terms of long-term customer loyalty. Opportunities are higher than ever before. This does not mean marketing theories are but integrate modern tools such as AI, big data and machine learning to obtain better results.

References

Harden, L., & Heyman, B. (2009). Digital engagement: Internet marketing that captures customers and builds intense brand loyalty. AMACOM Div American Mgmt Assn.

Negri, F. (2016). Retail and Social Media Marketing: Innovation in the Relationship between Retailers and Consumers. In Social Media and Networking: Concepts, Methodologies, Tools, and Applications (pp. 1671-1693). IGI Global.

Molenaar, C. (2013). E-Marketing: Applications of information technology and the internet within marketing. Routledge.

Research Paper

Research paper

Introduction

The current paper determines the changes in the workforce and its impacts on the way organizations are managed. The shifts in the economic landscapes remain the central reason for changes in the American workforce. Economic growth created more employment opportunities for people. Employment opportunities demand high analytical and social skills. The changes in workforces are assessed in terms of age, sex, and race. The common factors that responsible for these changes include high participation of females and minority groups in the labor force and technology integrations. Cultural diversity has been the central reason for organizations to adopt fair policies for equal treatment of employees.

Factors that changed workforce

The growth of females in the American labor force has significant impacts on the changing workforce. More females entered in different occupations that resulted in an overall increase in workforce. Millennials were born between 1982 and 2000 who represent 83% of the American population. Millennials are more diverse compared to other generations that make 44.2 percent of the ethnic or minority groups. Statistics also indicate that young groups are ethnically and racially more diverse compared to the other groups as the percentage of minorities increased from 32.9 to 37.9 percent. Minority makes 65% of the California population, 56.5% of the Texas population, 64.2% of Columbia population. The participation of more minority population in the labor force caused changes in the workforce.

Cultural diversity is another factor that caused shifts in the American labor force CITATION BLS18 \l 1033 (BLS).

Majority of the workforce is made by Millennials today who mature into leadership positions. The statistics of the Pew Research Center reveals that the participation rate of Millennials is 35 percent in the American labor force. In 2017, 56 million Millennials having ages of 21 to 36 years were either employed or in search for jobs. In the same year, 53 million generation X made one-third of the labor force. The statistics also indicate that the participation of generation X in the labor force declined from 54 million in 2008 CITATION Ric181 \l 1033 (Fry). The statistics provided by the census bureau depicts that whites make 78% of the labor force that is the largest in America. Blacks make 12 percent of the workforce and Asians make 6 percent only. This exhibits that minority populations are contributing to the changes in the workforce. Among Asian labor force 22% are Asian Indians, 21 percent are Chinese, and 17 percent are Filipinos CITATION BLS18 \l 1033 (BLS). The statistics indicate that the largest minority group participating in the labor force is of Hawaiians (68%). The participation of Hispanics is 65.8%, American Indians and natives are 61.1%, and blacks is 61.6% CITATION BLS18 \l 1033 (BLS).

There has been a significant increase in participation of females in the American workforce. The participation of women in the labor market increased from 34% in 1957 to 57% in 2016. The forecast suggests that the participation of females will increase further in the future. Facts reveal that "in California, women's labor force participation in 2010 was 62% in San Francisco but just 57% in San Diego; in Pennsylvania, it was 62% in Philadelphia but only 57% in Pittsburgh” CITATION Ama181 \l 1033 (Weinstein).

Impact on organizations

The findings reflect that each year more Millennials are replacing generation X in the labor force. The retirement of the Boomers created more space for the Millennials. Women are now becoming part of different professions, and most of the barriers for them are eliminated. Due to change in the nature of the workforce, the organizations employ different strategies for managing employees. Organizations have adopted different practices for managing changes in the workforce. Organizational operations involve a set of activities that create a high-level of efficiency. The central objective of the firm is to manage employees in a manner that leads to optimization of productivity and maximization of profit. The operational efficiency relies on the manager's ability to use employees in the best possible way leading to attainment of business objectives. They manage business activities in an efficient manner leading to the achievement of desired outcomes. The operations rely on the availability of the capacity, resources, and output in the process of business. Resources are important for labor, financial and material components. Capacity is important for the productivity of a required output CITATION Kha16 \l 1033 (Khandelwal).

The key professional functions involve the recruitment and training of the staff. Human resource has a key role in building skills and competency. Hiring the right people is important because it adds to the efficiency and organizational success. Providing training to the hired employees is also the responsibility of the human resource. Managing employees relation is the responsibility of the organization and the manager because it is linked to the stability of the firm CITATION Ton05 \l 1033 (Stoltzfus). Maintaining workflow in production and building relationships with the clients are also functions of the organization. The organization has a role of establishing effective communications with the employees. Smooth communication flow depends on the command chain process. Improved communications have a significant impact on productivity and timely performance as it eliminates the gap between supervisor and the workers.

Youth acquiring strong communication skills is more likely to find employment opportunities. The organisations evaluate applicants communications ability during the interviews. It is thus appropriate to develop strong speaking and listening skills. The current organisations are following the model of effective communications where employees can build direct relationships with the supervisors and managers. Knowledge of software and devices is also essential criteria for future employment. Good communications are crucial for making cases and reporting about the activities regularly.

Another attribute that will increase future job opportunities includes time management. The organizations are aiming at high efficiency so youth must adopt time managing approach.

Critical thinking is a practical approach employed to promote problem-solving attitudes in the workplace. It allows employees to find solutions by considering various options. The model has a direct impact on productivity and efficiency. The model is useful for removing emotional problems and observing facts objectively thus leading to logical decisions. Through this attitude, the employees manage to gather information about the situation and analyze it, that leas to an optimized solution. Solutions to the problems contribute to the success of the organization CITATION Kha16 \l 1033 (Khandelwal). Organizational culture has an active role in managing the employees. The organization that adopts a creative environment manages to provide more scope for expansion. The power of the CEO's can generate positive or negative outcomes. The strategy of the leadership to promote openness leads organization towards its goals. The organizations that manage power and politics through the application of skills and precision attains competitive advantage CITATION JLS12 \l 1033 (Stancil). A manager has a crucial role in the organization as he helps people to develop a deep perspective. Only through an assessment of one's ability an employee can use his expertise. The most significant factor that helps in seeing things from a wider perspective includes the adoption of systematic thinking. Acceptance of change is one of the essential elements of the congregational system. The success of the organizational structure does not come from one sole adjustment. The more effective approach is to view all the aspects related to the organization and implement changes where necessary. The success of an organization does not depend only on widening the perspective, but it also requires ideas and creativity. Managing change for implementation of the technology and new processes have a strong influence on organizational efficiencies CITATION JLS12 \l 1033 (Stancil).

Employees' improvement plans are adopted by companies that have profound impacts on enhancing their performance that leads to an overall increase in productivity and efficiency. These plans will be useful for assisting the employees in building the required skills set. By maintaining capacity, communication flows, and openness, the organization will be able to eliminate the information gap CITATION Ton05 \l 1033 (Stoltzfus).

Expectations of employment

The expectations of men and women are different for employment. Females demand equal work opportunities and pay. This is due to the fact that men earn better wages than females. They demand fair treatment and equal chances of promotion. The conflict management model is an effective strategy that resolves the interpersonal conflicts between employees and leads to overall efficiency. Identification of the causes and conflict escalation process resolves the issues. The males demand high salaries, employment benefits, chances of promotion and a certain degree of independence CITATION Cra08 \l 1033 (Pinder).

The collective expectations include factors such as organizational rank and employees' position in the respective organization. The demographic factors affecting the employee's expectations involves the ages, gender, educational level, and marital status. Various factors on employees' motivation and the commonly identified variables include intrinsic variables and extrinsic variable. The common expectationsinvolve; the feeling of participation, problem-solving under the assistance of a supervisor, nature of work, the scope of promotion and appreciation/ rewards for the performance are the intrinsic factors that cause a significant influence on employees' motivation and their performance. Extrinsic variables uncovered under the study include job security, good salaries, positive working conditions, and tactful discipline. Employees performance and commitment is controlled by the factors of motivation and three commonly identified factors influencing employees motivation and commitment are; identification involved in describing the association between employees experience at workplace and self worth, involvement determining the level of contribution from employees and loyalty that yields employees willing to work for the organization and not leaving it when paid high salary from other organization CITATION Cra08 \l 1033 (Pinder). Employees' motivation is also dependent on the feelings, and positive feelings yield a positive impact on employees' motivation while negative feelings exert a negative impact on employees' motivation. Feelings of employees are associated with their motivation, and the positive attitudes of employees are dependent on positive relationships between employees and supervisors.

The conclusions drawn from the findings depict that the American job market provides better work opportunities to the male and female employees. The demand for IT and analytical skills will increase in the near future. The youth planning to enter the workforce must develop adequate IT skills. It is more appropriate to familiarize with the digital technologies and artificial intelligence. The reliance of the organisations on artificial intelligence will increase. The organizations are always looking for qualified workers so youth planning to join the job market must be able to build those competencies. Soft skills have become essential criteria for the selection of employees. Youth must be able to possess a strong work ethic that is linked to his commitment and dedication. A positive attitude is also essential for adapting to the diverse culture. Almost all organizations have employed people of different cultures for promoting diversity, so youth that exhibits flexible behaviors is most likely to find a job.

With the growth in

Challenges of employer

The employer faces certain challenges due to changing workforce. The common issues affecting the performance of employees include low morale, lack of motivation and enthusiasm affecting the productivity. The absence of coordination influences the quality of work. Low motivation results in an ineffective manager-employee relationship that causes negative implications on organizational success. Studies suggest the need for solutions that address the issues prevailing in the workplace by overcoming communication gap. Improvements in workplace efficiency and enhancements of communication between staff members produce better results. The team leader plays a significant role in the management of conflicts between among employees. Adoption of certain managerial qualities leads to improved staff relationships. Team building strategies play a significant role in improving the morale of staff that leads to improved performance. The incorporation of effective team strategy ensures that all members take an active part in the workplace. The role of the team leader is to identify each opportunity that results in better involvement of staff. The team building undergoes different stages of development. The use of effective team building strategy and plan allow staff to work together and collaborate. Effective communication technologies such as face- to- face time also results in positive the important steps that result in team building involve constant attention to staff, enhancement of understanding between staff members and handling conflicting situations that result from differences among workers. The strategy focuses on ensuring that the members are working for a common purpose. Encouraging staff regularly also influences the morale of the staff. The mental, physical and emotional issues also influence the morale of nurses that affects the quality of their work. The limitations to address the team issues involve; lack of funds and resources, difficulties to manage positive attitudes due to cultural and religious backgrounds.

Work Cited

BIBLIOGRAPHY Weinstein, Amanda. When More Women Join the Workforce, Wages Rise — Including for Men. 2018. 13 02 2019 <https://hbr.org/2018/01/when-more-women-join-the-workforce-wages-rise-including-for-men>.

BLS. BLS Report. 2018. 13 02 2019 <https://www.bls.gov/opub/reports/race-and-ethnicity/2016/home.htm>.

Fry, Richard. Millennials are the largest generation in the U.S. labor force. 2018. 13 02 2019 <http://www.pewresearch.org/fact-tank/2018/04/11/millennials-largest-generation-us-labor-force/>.

Khandelwal, Neha. Art Thinking. Creative Thinking.Design Thinking. Critical Thinking. 2016. 2017 йил 05-Oct <https://medium.com/@hwabtnoname/art-thinking-creative-thinking-design-thinking-critical-thinking-6d75b317f0e0>.

Pinder, Craig C. Work Motivation in Organizational Behavior. (current ed.). Prentice Hall., 2008.

Stancil, J L. "Has the S corporation Outlived Its Usefulness?" CPA Journal, 82(2), (2012): 40-45.

Stoltzfus, Tony. Leadership Coaching: The Disciplines, Skills, and Heart of a Christian Coach. 2005.

Researching A Position For Alan Louis General

1) To accomplish Rapcorn’s objectives, I need to plan some community awareness program. For that I will use billboard and place ads in local newspaper regarding the result of respondents related to the Alan Louis Hospital. Some catchy phrases and bold color billboard will help to recognize the name of hospital. This will increase the perception of hospital among local people but the only important thing that need to consider is to keep in mind that the message will be clear and easy to understand .

2) Here the theme is very important. I would like to title it as “trust “. And it can be use as in terms of statics of research . “The attention you deserve, the name you trust.” Trust is a factor that any one is looking for along with something that tells the trustable environment, staff and care system. Focused strategy is best way to get efficient results” (Wagner, Fleming, Mangold & LaForge, 2004).

3) The specific element of my awareness program will be the medium like billboards, flyers and advertisements. Secondly , I would like to conduct a system that will monitor how our hospital is dealing with patients, their attitude, behavior and systematic care. I will try to figure out what mistakes we did in past and try to overcome these mistakes in better ways.

4) There will be few steps that will be followed including; (MacStravic, 2015).

For inside

Periodical meetings and record of everything.

Better ways of communication need to establish among staff and patients

More advance technology is required for health care

For outside

Need to find out the data about local residents and previous patients and contact them

Strong marketing strategy need to adopt

Clear message related to the policy and achievements of hospital need to spread among local residents

Flyer and billboards need to give clear , unbiased message.

5) we can find out demographic data through internet and can use social media to introduce our hospital. Different surveys can be conduct and publish online . “The objective of social marketing is to promote public health, and its goal is improved health for all.”( Birkinshaw & World Health Organization, 1989). A new web page of our hospital and online appointment booking can help people to know about us and case easily take appointments.

References

Birkinshaw, M., & World Health Organization. (1989). Social marketing for health (No.

HMD/89.2. Unpublished). Geneva: World Health Organization.

MacStravic, R. S. (2015). Internal marketing for hospitals. Health Marketing Quarterly, 3(2-3),

47-54.

Wagner, H. C., Fleming, D., Mangold, W. G., & LaForge, R. W. (2004). Relationship marketing

in health care. Marketing Health Services, 14(4), 42.

Revision Marketing Direct Mailing

Apple SWOT Analysis

Student’s name

Institution

Date

SWOT Analysis

The SWOT analysis is the management tool, which is used to understand the condition of a company based on its strength, weakness, opportunity and threats. Apple is a well known product and therefore, it operates in several countries global. The analysis of the data is therefore, done to determine its perf0ormance based on one store located ion Manhattan. The result of the analysis is based on the data from FRM which illustrates how clients regard the products in the market.

Strength

Based on the data gathered and analysis Apple has several strengths, which makes it one of the best performing electronic companies. The data shows that Apple is highly rated in the market by its customers. The analysis based on the monetary index, frequency index and recency index shows that the behavior of customers towards the Apple products is positive and the Apple customers are highly active. The recency is 33%, monetary index is also 33% and frequency index is also 33% and therefore it shows a consistency of customers’ behavior. The recency index of 33% means that customers are aware of the Apple products and this is one of its advantages in the market. The RFM weight of Apple products means is rated at 33%, which means that Apple’s products are highly purchasable in the market. According to Cho, l Moon, Jeong, & Ryu (2014), RFM is used to classified products based on the way their purchasability and therefore, the 33% indicated for RFM could mean that customer prefer Apple products and also many customers are aware of the products and therefore, Apple products are high purchasable.

Weakness

The camera of the product is rated low between 0 and 1 and therefore, it needs to be looked up for any kind o improvement to be done to the products. Though it is purchasable, some of the products’ components are needs to be revalued and

Opportunity

In terms of diversify market; there are still a lot of opportunities which Apple should utilize to ensure that it improves its sales. The analysis of data based on rececy, frequency and monetary index, it is evident that the Apple is not diversify and therefore, there is a lot of opportunities for Apple to expand to other markets outside its original market sources.

Threat

The analysis of the data established that price of Apple’s products is one of the main issues customers face with the product and deter their purchasing power of the products. It can be rated 2 based on the factor that analysis of the data established that the willingness to pay for the products is related to the cost of the unity. It is indicated that the p-value is -0.006708574, which means that null hypothesis is accepted and therefore, the price affect Apple’s products in the market.

Strategies

However, using Recency, Frequency, Monetary (RFM) strategy, the sales data were analyzed to determine, which strategies should be adopted by the company to improve its performance. The cost price should be adopted to ensure that the products are priced accordingly in such away it affordable. The pricing strategies, the products components rating in the market such as camera would likely to affect the strength of the Apple in the market. Though RFM indicates the product is purchasable and highly accepted in the market, the weakness and the thereat identified might affect the performance of the company. It also developed to increase sales, and build loyalty to the brand. It is therefore, the decision who to invite is made based on the analysis of the list of purchase of all customers in the last few months.

Sales Prediction

Sales Prediction

Student’s Name

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Date

Sales Prediction

Corporate and other business owners rely on prediction of sales to make major decisions regarding the budget, inventory and investment. Apple like other firms depends on its sales predictions to make decisions. According to McLean (2015), firms used sales predictions to determine the future revenue and therefore, a company can be able le to budget appropriately. Sales projections can be calculated on a weekly, monthly and annual basis. However, in the case of Apple Flagship, the sales prediction is calculated annually.

Sales prediction is based on trend in the market. It estimates what the business shall earn in the future. However, in order to determine Apple Flagship sales in the future, it sales revenue would be divided by the number of months and then multiple by the remaining months to the end of the year. The sales forecast is based on the average demand from the market and the trend of the sales. In order to obtained sales prediction of Apple, it important to understand factors which can influence sales. In this case, these factors are purchase intention and purchase of promotion of Apple. And based on the survey, indicates that 80% of the participants are aware of where the store is located and 8% of access to the store during the opening. However, the survey indicates that estimate 2.70% of participants are more likely to purchase from Apple Flagship store and 22.58% are might purchase from the store. But 84.19% will not purchase Apple’s product from its new store.

In order to obtain predicted sales of the company, we add trend and the average sales of the company. And based on the survey the average sales of Apple Flagship store are $198,605 and the trend, which 80%. First, we obtained customers who are likely to come to the shop which are 800 of customers. In average, Apple is likely to make experience purchase of 5.17% and the upper bound of 6.16% and lower bound of 4.19%. The number of customers is 800 we multiply by 5.17%, which is the average percent of intention purchase and we get 41.36. The value obtained is multiply by 12 months and we get 496.32. At this we applied the formula Trend plus seasonal average which is 198,605 plus 496.32. And therefore, predicted sales of the Apple would be $199,101.32

It is therefore, important to point that the sales are affected by several factors. And these factors are market trend, marketing strategies, business strategy, and competition as well. The predicted sales are based on the current market factor. And based on the predicted sales of 199101.32, Apple could get higher sales and lower sales based on these components of the market. Other components which might affect the company sales basket are the day or hours of sales. It is therefore, important for the company to have longer operational hours. With longer operational hours the predicted sales would be higher and lower operational hours would negatively affect the sales of the company.

In conclusion, Apple Flagship is likely to have total sales of $199,101.32 in the next financial year. In this case, it is evident that the company’s sales are likely to increase significantly with average of 10% within the next 12 months.

References

BIBLIOGRAPHY McLean, P. (2015). Pricing and Sales Strategy. Journal of Business and Economics , 2-15.