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Training Package

BSB15 -Business Services Training Package 

Course Name:

BSB42415 Certificate IV in Marketing and communication

Unit Name:

BSBMKG408 Conduct market research

Student Number

Student Name

Current Address

Email

Assessor Name:

Result

Individual Assessments result

Assess 1-Activity

S NS

Final Result

C

Assess 2- Written

S NS

Assess 3- Project

S NS

NC

Assessor Signature

Date

Feedback to Student

I have received the Assessment Feedback on _________________________(Date)

Students Signature

Assessor Signature

Date

BSBMKG408 Conduct market research (Activity and Assessment responses) This is the document to submit at the completion of this unit.

Student’s Name

Assessor’s Name

Assessment Competence and assessment information

To be assessed as competent participants must provide evidence of their knowledge and skills relative to this unit of competence.

They must successfully complete a number of assessment activities to the standard and the performance benchmarks required for the qualification level.

Cheating and plagiarism

Cheating and plagiarism are unacceptable and will be subject to disciplinary action.

Plagiarism is using the ideas or work of another person/s as if they were your own without giving proper credit to the source.

If participants use materials from published authors, to support their assignment work, they must cite and reference the works correctly; if they do not know how to do this the trainer/ assessor should provide assistance or direct them to the Harvard referencing system (or similar) on the Internet.

Cheating is defined as obtaining, attempting to obtain or aiding another to obtain credit for work or any improvement in evaluation of performance, by any dishonest or deceptive means.

Instructions for participants

Trainer/ assessors should provide participants with clear advice and information about the: date, time and place for assessment

structure of the assessment

number of times performance must be observed amount or type of assistance participants can expect assessment environment

resources required for assessment

performance standards or benchmarks relevant to the qualification (at the appropriate AQF level)

BSBMKG408: Conduct market research - Formative assessments (Workbook exercises)

Activity 1.

1.When conducting research on behalf of your organisation or for a client organisation, how will you determine the most appropriate data sources to use? (30-50 words)

The first criteria will be cost associated with the various data sources used. The primary data sources are generally more expensive and time consuming as compared to the secondary sources. The second criteria is the importance of the issue studied, generally the more important aspects require that primary data is gathered and analysed.

The first criteria will be cost associated with the various data sources used. The primary data sources are generally more expensive and time consuming as compared to the secondary sources. The second criteria is the importance of the issue studied, generally the more important aspects require that primary data is gathered and analysed.

2.Why are cross-checks and cross-references necessary when gathering background market information? (75-100 words)

Both cross checks and cross referencing relate to the quality of data that has been collected by the organization. Background market information can come from many sources. The authenticity of information thus gathered should be ascertained by checking the same information through some other source. This can be done by getting same information with the help of some third party. Cross referencing is an academic way for authenticating a secondary data source. This means that the same source has been used by some other relevant study as well.

Both cross checks and cross referencing relate to the quality of data that has been collected by the organization. Background market information can come from many sources. The authenticity of information thus gathered should be ascertained by checking the same information through some other source. This can be done by getting same information with the help of some third party. Cross referencing is an academic way for authenticating a secondary data source. This means that the same source has been used by some other relevant study as well.

Activity 2.

1.Provide three examples of sources and three examples tools you might use to collect and

collate data. Choose an example of each and explain why would you use them in a short sentence?

Survey is a source of primary data and questionnaire is a tool used to conduct a survey. We will use this method when there are a large number of respondents across a geographical area. Internet is a source of data and qualitative analysis is a tool used to collect the data. We will use this type of data collection when the variables cannot be expressed in terms of numbers. The internet as a source of data is also used to collect quantitative data. This form of data is used when the researcher is interested in studying the relationship between some variables.

Survey is a source of primary data and questionnaire is a tool used to conduct a survey. We will use this method when there are a large number of respondents across a geographical area. Internet is a source of data and qualitative analysis is a tool used to collect the data. We will use this type of data collection when the variables cannot be expressed in terms of numbers. The internet as a source of data is also used to collect quantitative data. This form of data is used when the researcher is interested in studying the relationship between some variables.

2.Why should your desk research include the collection and analysis of data relative to the organisation's current and past performance? (100-150 words)

The trend analysis is an important part of the research and in marketing, this analysis is even more important especially in terms of customer retention and sales figures. The organization’s current and past performance analysis will mean that the researcher is completely aware of the weaknesses in the organization and he can come up with appropriate solutions to these problems through research.

The trend analysis is an important part of the research and in marketing, this analysis is even more important especially in terms of customer retention and sales figures. The organization’s current and past performance analysis will mean that the researcher is completely aware of the weaknesses in the organization and he can come up with appropriate solutions to these problems through research.

Activity 3.

1.Why do you think it might be necessary to obtain approval for the format of market research documentation? (30-50 words)

This will be necessary because the presentation of data should be uniform across the organization. The format will be approved by the higher authorities and they will know what specific information will be presented to them and in what manner. This uniformity will make the interpretation of this data much easier.

This will be necessary because the presentation of data should be uniform across the organization. The format will be approved by the higher authorities and they will know what specific information will be presented to them and in what manner. This uniformity will make the interpretation of this data much easier.

2.Describe and explain the reporting formats that might be required to follow when submitting desk research results.(30-50 words)

The qualitative data gathered will be presented in the form of graphs while the quantitative data will be presented in the form of tables extracted from the data analysis software like SPSS.

The qualitative data gathered will be presented in the form of graphs while the quantitative data will be presented in the form of tables extracted from the data analysis software like SPSS.

Activity 4.

1.What is the difference between working and null hypotheses? Provide your own examples of each. (75-125 words)

The null hypothesis is a statement that is accepted or rejected on the basis of data analysis and results. The working hypothesis is not explicitly written while conducting the research. Statistically the working hypothesis is the opposite of the null hypothesis and usually uses the inequality sign.

The null hypothesis is a statement that is accepted or rejected on the basis of data analysis and results. The working hypothesis is not explicitly written while conducting the research. Statistically the working hypothesis is the opposite of the null hypothesis and usually uses the inequality sign.

2.How do these hypotheses help to focus the research? (50-75 words)

These hypotheses include the variables to be used in the research. The literature review provides evidence from the past research on the topic under consideration. The relevant data will be gathered to check whether the stated relationships exist or not. The end result is the rejection or acceptance of the null hypothesis.

These hypotheses include the variables to be used in the research. The literature review provides evidence from the past research on the topic under consideration. The relevant data will be gathered to check whether the stated relationships exist or not. The end result is the rejection or acceptance of the null hypothesis.

Activity 5.

1.Under what circumstances might you need to conduct qualitative market research data on behalf of your organisation or an organisation for which you consult? That is, why would you choose to conduct qualitative rather than quantitative research, what would your intentions be with regard to the data collection and analysis and what would you expect the results to show? Use an example to illustrate your response. (50-75 words)

Qualitative data is used to ascertain the association between the variables that are not easily quantified. Example can be given when association between honesty and job satisfaction is studied. Data for both these variables will be gathered with the help of questionnaires and the results will show graphs depicting the answers by the respondents.

Qualitative data is used to ascertain the association between the variables that are not easily quantified. Example can be given when association between honesty and job satisfaction is studied. Data for both these variables will be gathered with the help of questionnaires and the results will show graphs depicting the answers by the respondents.

2.Explain what a measure of central tendency is and how it is used in analysing/ quantifying market research data. Provide an example to illustrate your response. (100-150 words)

The measures of central tendency show how much the values in the data tend to move towards the centre of the data. In other words, how much difference is there between the individual values and the measure of central tendency used? In the previous example, honesty can be analysed using the mean of scores of respondent on the given scale. The median is the middle most value of the data which can be used when the variables like intelligence level are used in a study. It will be wrong to take the average of intelligence scores ignoring the very low and very high scores. In this case median will be more appropriate. Mode is used when the frequency of occurrence is the most important aspect in the data CITATION htt181 \l 1033 (https://statistics.laerd.com, 2018).

The measures of central tendency show how much the values in the data tend to move towards the centre of the data. In other words, how much difference is there between the individual values and the measure of central tendency used? In the previous example, honesty can be analysed using the mean of scores of respondent on the given scale. The median is the middle most value of the data which can be used when the variables like intelligence level are used in a study. It will be wrong to take the average of intelligence scores ignoring the very low and very high scores. In this case median will be more appropriate. Mode is used when the frequency of occurrence is the most important aspect in the data CITATION htt181 \l 1033 (https://statistics.laerd.com, 2018).

Activity 6.

1.Identify when and why face-to-face surveys might be used as a research method. (30-50

words)

This method will be used when the data gathering company has a huge amount of resources both in terms of time and finances. The other reasons to use this way may be that the researcher needs to gather direct responses.

This method will be used when the data gathering company has a huge amount of resources both in terms of time and finances. The other reasons to use this way may be that the researcher needs to gather direct responses.

2.Identify when and why focus groups might be used as a research method. (30-50 words)

This method is used when opinions of more than one person is required on an issue without showing any intent to prove anyone right or wrong. These focus groups are constantly observed by the researcher conducting the research and he notes all the responses without coming to the forefront.

This method is used when opinions of more than one person is required on an issue without showing any intent to prove anyone right or wrong. These focus groups are constantly observed by the researcher conducting the research and he notes all the responses without coming to the forefront.

3.Identify when and why formal written surveys might be used as a research method. {30-50 words)

These types of surveys will be used when the response has to be gathered from a wide range of geographical area. This is also less costly as compared to the face to face survey method.

These types of surveys will be used when the response has to be gathered from a wide range of geographical area. This is also less costly as compared to the face to face survey method.

Activity 7.

Why is it essential that market research plans demonstrate that they will collect information that will enable clear identification of customer needs, wants and expectations? Who might be the potential respondents be if this is the aim of the research? (75-100 words)

All marketing efforts undertaken by the company should be focussed on the customer. This means that the market research should also be focused on the customers. The major aspect of the customers that is important for the marketers is their needs and wants. The expectation is also an important part of the process. The satisfaction of customer needs is matched to the expectation that he has about the performance of product. The customers should be directly approached if the market research wants to obtain data on customer needs and wants.

All marketing efforts undertaken by the company should be focussed on the customer. This means that the market research should also be focused on the customers. The major aspect of the customers that is important for the marketers is their needs and wants. The expectation is also an important part of the process. The satisfaction of customer needs is matched to the expectation that he has about the performance of product. The customers should be directly approached if the market research wants to obtain data on customer needs and wants.

Activity 8.

1.Explain the procedures that you would follow to identify and to select respondents for a product/ service survey. (25-50 words)

Choosing a sample from the population is the way to identify the respondents. The sample will depend upon the research goals and the product or service that has been used for the research.

Choosing a sample from the population is the way to identify the respondents. The sample will depend upon the research goals and the product or service that has been used for the research.

2.A person who has been involved in product development tells you that there is no need to determine the market for that product and that it should be marketed to all people. You are trying to tell them that it is necessary to identify specific respondents when conducting market research. How would you politely tell them that they are wrong? (75-100 words)

The mass marketing is an expensive procedure and it is also suitable for the products which have a large number of close substitutes. Market segmentation is an easier way to reach the target market with tailored products. This method is also less expensive as compared to mass marketing. The major advantage of segmenting market is that all the parties involved in the formation of marketing plan will clearly know who their customers are. This will help the business in focusing all the resources towards attaining the customer satisfaction.

The mass marketing is an expensive procedure and it is also suitable for the products which have a large number of close substitutes. Market segmentation is an easier way to reach the target market with tailored products. This method is also less expensive as compared to mass marketing. The major advantage of segmenting market is that all the parties involved in the formation of marketing plan will clearly know who their customers are. This will help the business in focusing all the resources towards attaining the customer satisfaction.

Activity 9.

Explain how you might recruit and qualify respondents to provide feedback on the quality of furniture in a hotel room. {50-75 words)

The recruitment will be done based on the fact that the person has used the facility of residing in that particular hotel or used the furniture from the same outlet as used by hotel. The qualification of the respondents will also include that they have visited the hotel for a minimum number of times. The recruitment aspect can also include the rewards of stay at the same hotel.

The recruitment will be done based on the fact that the person has used the facility of residing in that particular hotel or used the furniture from the same outlet as used by hotel. The qualification of the respondents will also include that they have visited the hotel for a minimum number of times. The recruitment aspect can also include the rewards of stay at the same hotel.

Activity10.

1.You have asked a junior staff member to prepare the facilities and equipment needed for a research event. How would you explain the importance of doing this? Provide at least three examples of reasons you would give to them.

The sales of the company have been on a drop and we have to research out the reasons for this decline. There is a major segment in the market that has not been targeted by our company and market research has to be conducted to assess how this segment can be targeted effectively. The market research will also allow us to explore some new markets for our products.

The sales of the company have been on a drop and we have to research out the reasons for this decline. There is a major segment in the market that has not been targeted by our company and market research has to be conducted to assess how this segment can be targeted effectively. The market research will also allow us to explore some new markets for our products.

2.The junior staff member is preparing resources need to gather data from a focus group. The focus group is made up of women who will be asked to provide feedback about moisturisers and other skin products that they use. What will the staff member need to prepare? Provide at least five examples.

The demographic information should be gathered related to the women. The various variants of the moisturisers and other skin products should be researched. The prices of these various products should also be noted. The data on products that are specific to skin types should also be gathered. Data on the reactions on skins after using these products should also be gathered.

The demographic information should be gathered related to the women. The various variants of the moisturisers and other skin products should be researched. The prices of these various products should also be noted. The data on products that are specific to skin types should also be gathered. Data on the reactions on skins after using these products should also be gathered.

Activity11.

1.You have asked parents with infants to complete a written survey about the safety features they look for when choosing cots and bassinets. What information/ data might it be necessary to record after this market research is complete? Provide at least five examples.

The material that the cot is made up of, the chances that the kid will fall off the cot, he ages of infants, number of hours that the infant will be spending in the cot and prices of different makes of the cots.

The material that the cot is made up of, the chances that the kid will fall off the cot, he ages of infants, number of hours that the infant will be spending in the cot and prices of different makes of the cots.

2.Why is it necessary to ensure that survey information and data are stored and safeguarded appropriately? (100-150 words)

The researcher has to make sure that the data collected is only used for the purpose for which it has been originally gathered. Leakage of such data will mean that this can be used for some negative purposes. This is especially true for the personal data like address and phone number. There should be a clear statement on the survey forms that indicate that the data will be kept safe and will be used for the said project only. Failing to keep the data safe may lead to some legal action from the respondents.

The researcher has to make sure that the data collected is only used for the purpose for which it has been originally gathered. Leakage of such data will mean that this can be used for some negative purposes. This is especially true for the personal data like address and phone number. There should be a clear statement on the survey forms that indicate that the data will be kept safe and will be used for the said project only. Failing to keep the data safe may lead to some legal action from the respondents.

Activity 12.

1.What procedures would you follow to check the quality of the data you collect during market research? Provide at least ten examples.

We can check the reliability of the measures used to represent a concept. The validity aspect is used to check whether components of the concepts are valid over time or not. The quantitative data is checked for outliers which can affect the measures of central tendency used. The regression model run on the quantitative data must represent the relationship between variables in a powerful way. This is shown by the value of R estimated in the regression output. There should be no multicollinearity between the independent variables which can affect the relationship between the dependent and independent variables. All the variables should be checked for normality because the absence of normality can affect the results of the analysis. The secondary data should be gathered from the sources which contain published articles from certified journals.

We can check the reliability of the measures used to represent a concept. The validity aspect is used to check whether components of the concepts are valid over time or not. The quantitative data is checked for outliers which can affect the measures of central tendency used. The regression model run on the quantitative data must represent the relationship between variables in a powerful way. This is shown by the value of R estimated in the regression output. There should be no multicollinearity between the independent variables which can affect the relationship between the dependent and independent variables. All the variables should be checked for normality because the absence of normality can affect the results of the analysis. The secondary data should be gathered from the sources which contain published articles from certified journals.

2.You have been exceptionally careful when conducting market research and the due date for your market research report is looming. Do you need to conduct quality checks in this instance? Explain. (50-75 words)

There is no need to run extensive data quality checks in the case where we have been exceptionally careful while conducting the research. This is because all the prerequisites have been already fulfilled for maintaining the quality of data. The report should be delivered on time as there may be certain negative implications of being late in the official work.

There is no need to run extensive data quality checks in the case where we have been exceptionally careful while conducting the research. This is because all the prerequisites have been already fulfilled for maintaining the quality of data. The report should be delivered on time as there may be certain negative implications of being late in the official work.

Activity13..

1.Identify five ways data can be aggregated and summarised in visual formats.

Charts, Diagrams, pictures, graphs and tables

Charts, Diagrams, pictures, graphs and tables

2.You have been asked to categorise market research data relating to men's' shaving habits. Would you categorise the following types of data as quantitative or qualitative? You are only required to answer with one word.

a.the number of disposable razors they use in a month

Quantitative

Quantitative

b.the reasons they choose the type of razor they do

Qualitative

Qualitative

c.the amount they spend on razors in a week

Quantitative

Quantitative

d.their opinion about different brands of razors

Qualitative

Qualitative

e.ideas about changes that might be made to razors to make them more effective

Qualitative

Qualitative

Activity 14.

1.You are designing software files for entering data and information. What are the features that you will need to include? Provide at least three examples.

Graphs showing the annual sales of the last 5 years

Advertising expense incurred by the company

Customer responses on the effectiveness of advertising campaigns

Graphs showing the annual sales of the last 5 years

Advertising expense incurred by the company

Customer responses on the effectiveness of advertising campaigns

2.Why do filing and data entry procedures that you will develop alongside your software need to systematic? (30-50 words)

This is necessary to make sure that there is coherence between the internal record management and the data that has been collected and collated with the help of software. The data analysed with the help of software should bring the appropriate changes in the company, this will be possible only if there are roughly same data available in the internal records and the software.

This is necessary to make sure that there is coherence between the internal record management and the data that has been collected and collated with the help of software. The data analysed with the help of software should bring the appropriate changes in the company, this will be possible only if there are roughly same data available in the internal records and the software.

Activity15.

1.How can a force field analysis assist in presenting data relative to proposed change, and how does market research data contribute to the analysis? (40-60 words)

A force field analysis is conducted to see what forces will react to a certain proposed change and what will be the magnitude of these forces. There are some driving forces that have tried to bring the change and there will be some restraining forces that are implemented by the vision and mission of the company. The market research data will contribute in minimizing the restraining forces by justifying with the help of data that change is necessary.

A force field analysis is conducted to see what forces will react to a certain proposed change and what will be the magnitude of these forces. There are some driving forces that have tried to bring the change and there will be some restraining forces that are implemented by the vision and mission of the company. The market research data will contribute in minimizing the restraining forces by justifying with the help of data that change is necessary.

2.To whom might you submit/ communicate your research report and findings? Provide at least five examples.

Top management, suppliers, advertisers, customers, shareholders/owners

Top management, suppliers, advertisers, customers, shareholders/owners

.

Summative assessment 1

Question 1.

Why do market research workers need to understand the key provisions of legislation and what role does training play in this area? Provide an example of legislation that market research workers need to be aware of. (200-250 words)

The market research workers need to be aware of various legal provisions in the field of data gathering and security of the data. This is important because the leakage or misuse of the data may result in some legal action by the parties involved. The market researcher must also be aware of the data that can be obtained and that cannot be obtained by them. The training plays a vital role in improving the understanding of these provisions on the part of employees who are directly involved in the data gathering for market research. The data handlers also have to be trained in respect of how to avoid data leakage or snatching. An example can be given about the contact information gathered by a company and the same has been shared with some other advertising company without the consent of the provider. Now if the second company sends some messages to this person at some awkward time of the day and he comes to know that hi information was leaked by the company; he can take some legal action against the company for mishandling the data. All the employees should have ample training in handling the data in a responsible manner.

The market research workers need to be aware of various legal provisions in the field of data gathering and security of the data. This is important because the leakage or misuse of the data may result in some legal action by the parties involved. The market researcher must also be aware of the data that can be obtained and that cannot be obtained by them. The training plays a vital role in improving the understanding of these provisions on the part of employees who are directly involved in the data gathering for market research. The data handlers also have to be trained in respect of how to avoid data leakage or snatching. An example can be given about the contact information gathered by a company and the same has been shared with some other advertising company without the consent of the provider. Now if the second company sends some messages to this person at some awkward time of the day and he comes to know that hi information was leaked by the company; he can take some legal action against the company for mishandling the data. All the employees should have ample training in handling the data in a responsible manner.

Question 2.

Outline desk research processes in four steps.

Develop the research questions

Identify a secondary data set

Evaluate the secondary data set

Prepare and analyse secondary data

Develop the research questions

Identify a secondary data set

Evaluate the secondary data set

Prepare and analyse secondary data

Question 3.

What are quantitative and qualitative data? Explain the differences and their use in market

research. (250-300 words)

Qualitative data is gathered directly from the field work observations, open ended interviews are used to extract this data from the respondents. These data are retrieved by naturalistic inquiries, studying the real-world settings to induce long and detailed responses from the respondents and make case studies out of this data. The inductive approach applied to a large number of cases yields some similar patterns and themes which are the major output of qualitative data CITATION Mic05 \l 1033 (Patton, 2005). When the researchers want to induce some historical pattern in consumer behaviour, they will use the qualitative data analysis. Quantitative data are used to deduce the results based on the historical data. The sales data analysed to deduce that advertising efforts have not been able to increase the sales to a desirable level, is an example of quantitative data used in market research. The main difference between the quantitative and qualitative data is that the variables involved in the qualitative data are not represented as numerical values. These data are generally collected in the form of attributes of the customers. The quantitative data on the other hand is collected with the mindset of running various quantitative analysis on it to get the required outputs. The presentation methods of two types of data are also considerably different. There is also a clear difference between the ways in which the quantitative and qualitative data are used by the end users or companies in our case.

Qualitative data is gathered directly from the field work observations, open ended interviews are used to extract this data from the respondents. These data are retrieved by naturalistic inquiries, studying the real-world settings to induce long and detailed responses from the respondents and make case studies out of this data. The inductive approach applied to a large number of cases yields some similar patterns and themes which are the major output of qualitative data CITATION Mic05 \l 1033 (Patton, 2005). When the researchers want to induce some historical pattern in consumer behaviour, they will use the qualitative data analysis. Quantitative data are used to deduce the results based on the historical data. The sales data analysed to deduce that advertising efforts have not been able to increase the sales to a desirable level, is an example of quantitative data used in market research. The main difference between the quantitative and qualitative data is that the variables involved in the qualitative data are not represented as numerical values. These data are generally collected in the form of attributes of the customers. The quantitative data on the other hand is collected with the mindset of running various quantitative analysis on it to get the required outputs. The presentation methods of two types of data are also considerably different. There is also a clear difference between the ways in which the quantitative and qualitative data are used by the end users or companies in our case.

Question 4.

Describe the techniques/ practices you would use to identify potential research respondents/ samples. {100-150 words)

Sampling can be done by simple random sampling in which respondents will be chosen randomly from the entire population. If there are several distinct groups living in the community, quota sampling can be applied to make sure that reasonable representation of all groups is done in the sample. Members sharing some common characteristics can be grouped to form strata and stratified random sampling can be undertaken to make sure that these strata have adequate representation in the sample. The sampling technique should be chosen carefully because the samples should represent the population adequately. The selection of sampling technique will affect the usefulness of the overall market research project.

Sampling can be done by simple random sampling in which respondents will be chosen randomly from the entire population. If there are several distinct groups living in the community, quota sampling can be applied to make sure that reasonable representation of all groups is done in the sample. Members sharing some common characteristics can be grouped to form strata and stratified random sampling can be undertaken to make sure that these strata have adequate representation in the sample. The sampling technique should be chosen carefully because the samples should represent the population adequately. The selection of sampling technique will affect the usefulness of the overall market research project.

Question 5.

How would you determine the reporting formats that should be used when presenting research results? Provide at least five examples.

Graphs, tables from SPSS, charts from excel, pictures and diagrams

Graphs, tables from SPSS, charts from excel, pictures and diagrams

Question 6.

Outline typical sections contained in a market research report. Provide at least eight examples.

Executive summary, Introduction, Research question, literature review, variables defined, data collection methods, , data analysis, Results, Conclusion.

Executive summary, Introduction, Research question, literature review, variables defined, data collection methods, , data analysis, Results, Conclusion.

Summative assessment 2

Project1.

Write a detailed report on the processes involved in market research. In your report you will need to consider:

the value of market research

the purpose of market research

relevant legislation

methodologies and strategies that would be used to:

conduct desk research

develop hypotheses for testing

design, draft, test and use survey tools

recruit research respondents

collect, collate, summarise, quantify, analyse and interpret data

place data and survey results into a report format

make recommendations and suggestions based on the survey data

(1,500-2,000 words)

The most important term in the above expression is value. This is defined as the actual worth placed to the products a company by its customers. Thus, the value of market research is the actual worth of the process undertaken by the company. The companies have not been able to ascertain the value of its product to the customers and similarly the value of the market research is not exactly known to the companies as well. The value of market research should be ascertained by the end result of such research. In the market research perspective, the value will be the effectiveness with which problems are identified and their reasons are identified. The proposed solution to these problems will also identify the value of market research.

The purpose of market research will be to identify the characteristics of some certain segments of the customers. These characteristics will include the demographics like age, gender, income, history of any skin disease and the perception about using the skin care products. After gathering the demographic information, the next step will be to ask the respondents about the products they use and their perceptions about their behaviours about different products. This market research is based on studying the opportunity to target new segments within the given market for some skin care products. The age will allow us to differentiate the respondents so that the variety of products that can be offered is properly identified. The gender will also help us to differentiate the products according to their effectiveness for men and women. Some of our products will be premium priced so the information on income will provide us what exact pricing strategy can be used by us. Finally, history of any skin disease will allow us to ascertain if we need to include some medicated products in the line or not. Some information may also be gathered on the kind of skin they have so that the variety of products also includes the skin specific products CITATION Ham14 \l 1033 (Al-Shatanawi, 2014).

Another purpose of conducting market research is that some of the existing products are not performing well on the sales figures. The secondary data will be collected in order to ascertain the main geographical areas where sales have been affected in the highest proportions. Once the geographical area has been selected then the factors that may have affected the sales are listed down. These factors are taken up from the similar past researches that have been published in the journals and other relevant secondary sources. An example of such factors is that the pricing strategy adopted by the company in the particular area is not appropriate. Thus, further research will try to find a justified pricing strategy for that particular geographical area.

The relevant legislation may include the data security issues that have to be cared for in order to make sure that the data is used for the purpose for which it was collected in the first place. The data aspects like personal contact and income should not be leaked to any other marketer or irrelevant person. The nature of products is such that the type of skin for which the cream is best suited should be clearly mentioned on the pack as well as the statement that this product is for external use only. The pack should also contain a clear mention of the expiry date. All these precautions will save the company from any legal action in case of any issue faced by the customers.

The desk research will include developing the research question which in our case will be concerning the needs of the customers related to skin products. What are the various requirements of the customers in this particular geographical area and how can the company cater these requirements?

The secondary data will be collected in order to study the present trends in the usage of skin related products. There will be some existing products available in the market and the company will have to research through them in terms of pricing, features and other aspects. There will also be some reviews about these existing products made by these customers. These reviews will help the company to analyse what are the real needs of the customers in this particular geographic area.

The secondary data collected will be analysed separately for all the aspects including pricing, features, distribution and promotion. The analysis will consider the pros and cons of all pricing strategies, consider the pricing strategy for the competitors and then decide on the most appropriate pricing strategy for its own products. Data related to people already using one or more of the skin products will also be gathered to study their behaviours as consumers.

H01: All the pricing strategies are not equally effective for skin related products

H02: All the advertising strategies are not equally effective for skin related products

The survey will include the questionnaires that will take responses from the people about the various pricing strategies. Without using the technical language, the questions will be asked to ascertain the effectiveness of price set by the competitors and their opinion if the price is justified or not. Some direct questions will also require to answer the price range within which the products should lie. Advertising response will be taken by taking the feedback on various advertising campaigns run by the competitors. We also gathered information on whether the companies are providing the same features in their products as depicted in their advertisings. The reaction of customers to the various modes of advertising are also reviewed to know what modes work best in case of skin related products.

Research respondents will be from all age groups and both genders. The basic criteria for choosing the respondents was that they must be using any of the skin related products or intend to use them. The age groups are 15-24, 25-34, 35-44, 45-54, 55-64 and 65+. The number of respondents has been kept almost equal in all the groups. The questions started with the basic information gathering and then two or three questions each will be assigned to 3 pricing strategies. In order to keep the length of questionnaire reasonable, the advertising aspects will be judged with the help of another questionnaire. Two or three questions each will be asked pertaining to some major advertising techniques and the responses of all the customers will be recorded.

The questions seek the responses from respondents in the form of likert scale from strongly disagree to strongly agree. These responses were tabulated and presented in the form of graphs on excel. The results show that the customers seek quality in the products and are not that much concerned about prices. The association between pricing and consumer behaviour has been assessed using the chi squared test and the results show that there is insignificant association between the two attributes. This means that the first null hypothesis will be rejected and it will be concluded that as long as companies are providing quality product to their customers, pricing strategy does not matter. There was another analysis between the age groups that studied if different age groups differ in their views about the pricing strategies. In order to ascertain these differences, ANOVA was used as a statistical tool and there was significant difference between the age groups when their responses to different pricing were obtained.

The advertising aspect also seek responses on the likert scale from strongly disagree to strongly agree. Two or three questions were allocated to each possible mode of advertising and responses will be shown with the help of graphs on excel. The individual modes were compared by using the one way ANOVA and there were no significant differences between the advertising modes in the opinions of the customers. Similarly when the effectiveness of these modes is studied across the age groups using ANOVA, there is no significant differences among these groups. Thus, the second null hypothesis will be rejected and it is concluded that all advertising modes are equally effective in case of skin care products across all age groups.

The primary recommendation is that the companies producing skin care products should focus on the product quality. With a high quality product, they can even charge a price higher than their competitors. In case of the advertising mode, the company should assess its own internal resources and then decide on the appropriate advertising technique. It is highly recommended that the company should deliver what it is communicating to the audience because the advertisements will create a perception in the minds of the customers and they will then assess the actual product against that perception.

The most important term in the above expression is value. This is defined as the actual worth placed to the products a company by its customers. Thus, the value of market research is the actual worth of the process undertaken by the company. The companies have not been able to ascertain the value of its product to the customers and similarly the value of the market research is not exactly known to the companies as well. The value of market research should be ascertained by the end result of such research. In the market research perspective, the value will be the effectiveness with which problems are identified and their reasons are identified. The proposed solution to these problems will also identify the value of market research.

The purpose of market research will be to identify the characteristics of some certain segments of the customers. These characteristics will include the demographics like age, gender, income, history of any skin disease and the perception about using the skin care products. After gathering the demographic information, the next step will be to ask the respondents about the products they use and their perceptions about their behaviours about different products. This market research is based on studying the opportunity to target new segments within the given market for some skin care products. The age will allow us to differentiate the respondents so that the variety of products that can be offered is properly identified. The gender will also help us to differentiate the products according to their effectiveness for men and women. Some of our products will be premium priced so the information on income will provide us what exact pricing strategy can be used by us. Finally, history of any skin disease will allow us to ascertain if we need to include some medicated products in the line or not. Some information may also be gathered on the kind of skin they have so that the variety of products also includes the skin specific products CITATION Ham14 \l 1033 (Al-Shatanawi, 2014).

Another purpose of conducting market research is that some of the existing products are not performing well on the sales figures. The secondary data will be collected in order to ascertain the main geographical areas where sales have been affected in the highest proportions. Once the geographical area has been selected then the factors that may have affected the sales are listed down. These factors are taken up from the similar past researches that have been published in the journals and other relevant secondary sources. An example of such factors is that the pricing strategy adopted by the company in the particular area is not appropriate. Thus, further research will try to find a justified pricing strategy for that particular geographical area.

The relevant legislation may include the data security issues that have to be cared for in order to make sure that the data is used for the purpose for which it was collected in the first place. The data aspects like personal contact and income should not be leaked to any other marketer or irrelevant person. The nature of products is such that the type of skin for which the cream is best suited should be clearly mentioned on the pack as well as the statement that this product is for external use only. The pack should also contain a clear mention of the expiry date. All these precautions will save the company from any legal action in case of any issue faced by the customers.

The desk research will include developing the research question which in our case will be concerning the needs of the customers related to skin products. What are the various requirements of the customers in this particular geographical area and how can the company cater these requirements?

The secondary data will be collected in order to study the present trends in the usage of skin related products. There will be some existing products available in the market and the company will have to research through them in terms of pricing, features and other aspects. There will also be some reviews about these existing products made by these customers. These reviews will help the company to analyse what are the real needs of the customers in this particular geographic area.

The secondary data collected will be analysed separately for all the aspects including pricing, features, distribution and promotion. The analysis will consider the pros and cons of all pricing strategies, consider the pricing strategy for the competitors and then decide on the most appropriate pricing strategy for its own products. Data related to people already using one or more of the skin products will also be gathered to study their behaviours as consumers.

H01: All the pricing strategies are not equally effective for skin related products

H02: All the advertising strategies are not equally effective for skin related products

The survey will include the questionnaires that will take responses from the people about the various pricing strategies. Without using the technical language, the questions will be asked to ascertain the effectiveness of price set by the competitors and their opinion if the price is justified or not. Some direct questions will also require to answer the price range within which the products should lie. Advertising response will be taken by taking the feedback on various advertising campaigns run by the competitors. We also gathered information on whether the companies are providing the same features in their products as depicted in their advertisings. The reaction of customers to the various modes of advertising are also reviewed to know what modes work best in case of skin related products.

Research respondents will be from all age groups and both genders. The basic criteria for choosing the respondents was that they must be using any of the skin related products or intend to use them. The age groups are 15-24, 25-34, 35-44, 45-54, 55-64 and 65+. The number of respondents has been kept almost equal in all the groups. The questions started with the basic information gathering and then two or three questions each will be assigned to 3 pricing strategies. In order to keep the length of questionnaire reasonable, the advertising aspects will be judged with the help of another questionnaire. Two or three questions each will be asked pertaining to some major advertising techniques and the responses of all the customers will be recorded.

The questions seek the responses from respondents in the form of likert scale from strongly disagree to strongly agree. These responses were tabulated and presented in the form of graphs on excel. The results show that the customers seek quality in the products and are not that much concerned about prices. The association between pricing and consumer behaviour has been assessed using the chi squared test and the results show that there is insignificant association between the two attributes. This means that the first null hypothesis will be rejected and it will be concluded that as long as companies are providing quality product to their customers, pricing strategy does not matter. There was another analysis between the age groups that studied if different age groups differ in their views about the pricing strategies. In order to ascertain these differences, ANOVA was used as a statistical tool and there was significant difference between the age groups when their responses to different pricing were obtained.

The advertising aspect also seek responses on the likert scale from strongly disagree to strongly agree. Two or three questions were allocated to each possible mode of advertising and responses will be shown with the help of graphs on excel. The individual modes were compared by using the one way ANOVA and there were no significant differences between the advertising modes in the opinions of the customers. Similarly when the effectiveness of these modes is studied across the age groups using ANOVA, there is no significant differences among these groups. Thus, the second null hypothesis will be rejected and it is concluded that all advertising modes are equally effective in case of skin care products across all age groups.

The primary recommendation is that the companies producing skin care products should focus on the product quality. With a high quality product, they can even charge a price higher than their competitors. In case of the advertising mode, the company should assess its own internal resources and then decide on the appropriate advertising technique. It is highly recommended that the company should deliver what it is communicating to the audience because the advertisements will create a perception in the minds of the customers and they will then assess the actual product against that perception.

Observation report

The tasks listed in the observation report will provide performance evidence. Observations should occur over a period of time-to be nominated by the RTO.

Performance can be observed in an actual workplace, in a simulated workplace or as a result of role plays.

RTOs should contextualise the tasks:

to fit the industry/ organisation/ environment in which assessment will be conducted

in line, where necessary, with reasonable adjustment practices

to ensure that suitable performance benchmarks are applied and explained

If performance of particular tasks cannot be observed participants might be asked to explain a procedure or enter into a discussion with the assessor.

In some instances tasks might relate to the production of work products (portfolios/ documents/ outcomes). Although it might not be possible for the assessor to observe the total process, the end product of work can provide evidence of performance.

If assessors are not able to directly observe performance due to the complexity of the tasks or to the need for tasks to be repeated or observed over time, evidence collected by a third party might supplement the assessment.

Evidence criteria

Context and date of observation

Outcome

Yes/No

Analyse research information

Identify options for information collection and collation tools and methods

Conduct initial desk research using appropriate sources to gather background market information

Create a report on initial research findings

Develop research methodology

Develop hypotheses and research objectives for market research

Describe options for quantifying data

Identify market research methodology and determine, develop, test and amend required survey tools

Determine and test methods of data extraction, collation and analysis

Recruit respondents

Interpret market research plans to identify potential respondents and their requirements

Recruit respondents in line with research methodology

Gather data and information from respondents

Gather and record data and information using survey tools

Store and safeguard survey information and data

Analyse research information

Conduct quality checks on data and information collected

Process data using a method appropriate to research design

Interpret and aggregate data and information

Prepare research reports

Collate and assess findings for relevance and usefulness to research objectives

Prepare a report on research conducted

Communicate research findings to relevant personnel and stakeholders

End of Assessment

Subject: Marketing and PR

Pages: 10 Words: 3000

A Questions Of Ethics: Equifax’s ‘Sorry’ Data Breach Response

A Question of Ethics: Equifax’s ‘Sorry’ Data Breach Response

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

[Institutional Affiliation(s)]

Author Note

[Include any grant/funding information and a complete correspondence address.]

A Questions of Ethics: Equifax’s ‘Sorry’ Data Breach Response

All the companies which take the responsibility to take care and use the personal information of the public have an obligation to protect the public data as one sensible person protects his or her own personal information. Errors are relative to human beings, but some errors where the public interest is at stake, errors are unacceptable and unjustifiable (Ryen, 2004). If we allow some relaxation in this regard because hackers are unpredictable, even then Equifax’ is unjustifiable because the case study reveals that Equifax had no proper setup to protect the information and they kept the information in easily readable plaintext format. The CEO of the company also deserves more criticism and punishment than mere resignation because he hardly showed any serious behavior dealing with the issue. He was unaware of the hacking for five months and he committed a crime to keep the concerned masses unaware for more than five weeks.

If I were the public relations director of the company, I would have suggested taking precautionary measures before the formal announcement of the security breach, but I would have asked the experts to trace the hackers before the announcement of the data. Moreover, I would have suggested announcing the day after the breach was identified that the public should stop sharing their sensitive information as we have noticed some security issues regarding the protection of their information. To keep the masses unaware for more than five weeks was double offense (Slade, & Prinsloo, 2013). Authors of the book Ethical issues in business agree that companies that deal with public information have more obligation to responsibility than they think. Thomas Donaldson claims that such companies should be sued and punished for such negligence.

Being a member of the company’s working committee, I would have suggested to first make a public apology but in a sensible way unlike Smith who just fulfilled a formality saying a simple 'sorry' and get away with that (Donaldson, Werhane, & Cording, 1983). I would have suggested assuring the affected masses that we have updated our saying presenting the updates and to assure them that their information will be recovered along with the hackers. It is true that no explanation could have satisfied the masses, but Smith's attitude was less responsive to deal with the Breach-Issue that I might have suggested to manage in a better way.

References

Donaldson, T., Werhane, P. H., & Cording, M. (1983). Ethical issues in business (pp. 153-165). New Jersey.

Ryen, A. (2004). Ethical issues. Qualitative research practice, 230-247.

Slade, S., & Prinsloo, P. (2013). Learning analytics: Ethical issues and dilemmas. American Behavioral Scientist, 57(10), 1510-1529.

Subject: Marketing and PR

Pages: 1 Words: 300

A1: Raw Materials Assessment

A1: Raw Materials Assessment

[Name of the Writer]

[Name of the Institution]

A1: Raw Materials Assessment

Introduction

First of all, I want to thank my honorable professor for showing me and all of us a powerful tool we have at our disposal for personal and professional growth and success could be found in the reflection of a mirror. As well as after the realization of this reflection one can become a highly impressive and unforgettable brand for the self-empowerment as well as for the community wellbeing.

The main purpose of raw materials self-assessment is to explore, discover and collect as much neutral information as much possible about what defines my character that includes both positive and negative traits and attributes. Every individual’s personality is composed of some strengths, potential strengths, bad habits and faults, interests, talent desires, passions, and preferences, etc. These traits and attributes are a corporation of my raw materials and I would be dissecting all of them from an etic perspective. My goal/objective of this raw materials self-assessment is to have been a forthcoming and honesty laying down every quality and defect that has covered my life for the best or worst. In this, I would be a better decision-maker as well as this would make me more marketable.

Raw Materials

I am going to starts on listing my strengths with the explanation that how they impacted my life. Besides, I would be corroborating my results with the friends, family and everyone I meet recently in life. Every strength comes from attributes, traits, and qualities which include everything that stands you out. Some strengths look innate but others are developed through strong training and expertise in life.

I used to conduct my ability to test online to identify my strengths and weaknesses where I used Richard Step online test and the Multiple Intelligences for Adult Literacy resources. It cleared my mindset because the outcomes were highly insightful to my personality describing thoughtful components of my personality which I have identified in my life. It also helped me to know the strengths to which I was fully unclear in the past. I took the list and shared with my friends, family and others I meet to clarify that does I possess these strengths. While the reaction was like confirmed and it made me amazed.

The strengths I possess include risk-taking, curiosity, adaptability, faith, and innovation. I found myself a good listener and perceiver and my strengths state that my growth and success are dependent on my capability to facilitate the unforeseen with having strong faith. Talking about adaptability, risk-taking, and faith. I knew that I am essence to idealistic and I am fine with it. Anyhow, I would catchphrase from being much reflective. Final but not the least is innovation. I prefer to have a position where my ideas are valued and encouraged which can improve business and others lives. As well I enjoy the power of words and love decision making. My strengths are varied and I can state the online assessment fits with who I am.

Potential Strengths

Potential strengths are those at which a person can be good due to practice. The things which have been found with these practices are my ability to play instruments, public speaking, and reading.

In the early stage, I did not engage with music while I realized that I may be good at playing instruments. I am very connected to music and instruments now and I listen to music all the time. Public speaking in front of a huge number of people is what I have done a lot in school life. I think and believe that practicing on it would enhance my ability and I would become much better and would not be scared while starting. The time when I was young, reading was not an interesting activity for me. I did not like to read but I know that I must read interesting things. With the time going, I began reading books of my interest and this has assisted me a lot in my learning, writing, and vocabulary. Now, I got in routine reading and I condemn that I would be better at readings different things including books and would learn a lot from it.

Bad habits and faults

Every individual has some bad habits and faults even he/she does not like any of them. The biggest fault of mine is I am bad at numbers. I honestly do not prefer things where I face to deal with numbers. I took an accounting class in my studies but I cannot explain how complicated and boring that class was for me. The second and a critical fault I have is my nervousness in bad and stressful cases and situations. I stop to continue because I cannot carry things and actions when any stressful situation faces me. Because of this, I cannot work under pressure while I prefer calm situations. The last and very critical faults of me are I am not imaginary. It is very difficult for me to imagine a thing or thought which does not exist in reality. I always need a picture of something that exists to understand things. For example, when someone tries to tell me that I am planning to build this building in a specific design where such things will be designed in this particular way. Like I need to imagine the things, the person talks about. So it becomes very difficult for me to do. While I prefer to see things going in real.

In this self-assessment, I took the help of several individuals with whom I usually meet and spend my life. All of them communicated me the faults, I have. In terms of the faults, I have, I worked to decrease and even eliminate them and trying to do not discuss and share with outside people especially the elders, teachers, and boss in the future.

Interest, Desires, and Passion

Interest, Desires, and Passion are the things that make people do amazing things. Here, cooking is one of my passions. The time when I was young, I prefer to help my mother while she was cooking and learned a lot about cooking from her. She helped me a lot in making delicious items. There was a lot of joy as well which I truly miss all the time in my life because I am associated with these activities with my mother. Like the family I belong was not too rich in comparison, so I am happy that we had everything we need in our routine life but those were always very tight. Hence, working hard and making money became my passion as well from that time. I prefer to work hard, earn and give money to my parents because I wanted to make them feel comfortable with no worries about paying bills and getting worried about other routine expenses. I count this thing about myself a passion as well as a desire to fulfill. I always realized the things they give me in life and wanted to give them back.

Beyond above, one of the desires of mine is to have the ability to leave something for my family. I desire to leave them a company they could manage and they could invest in their better and brighter future. Above are the desires, interests, and passions with which I came up myself. I would get things done better and right if I focus particularly on these things.

Personality

The Bid Five Personality Test Report Online and Myers Briggs Type Indicator have been taken into use while thinking about my personality. The answers given by the tests were the same. I am highly and even fully conscientiousness person. I found my personality a well-organized, highly disciplined, and efficient in everything I do. I consider myself as a good-natured person who always eager to please. I am not too much open to my experiences.

Beyond these things, I found myself a conservative, down to earth, and a traditional person who prefer to be professional and quiet most of the time in life. I also prefer to feel safe and confident in the activities I perform in my routine life. I usually state that I am a cool and calm person but I get stressed and nervous when a clumsy and stressful situation come in front of me. Hence, there are several things which I consider as the best of my personality while the other ones are those which I work on and improve and make them better than the present.

Core Values

Every person possesses various core values. I consider my family is the most crucial and important core value of me. Having fully close family and everyone near in life is highly crucial for me. Each one of my family uses to see each other and spend their valued time with one another. We always see our entire family at least one time in a week and take dinner collectively in the house of someone of family members and we change the house of dinner every week.

Another thing I prefer as an important core value is an honesty. It is a fact that if someone is fully honest in life, then every of his or her act goes fine and well. While everything goes wrong when you are not enough honest in what you do in life. I used to do every act genuinely and put my efforts to enhance the level of my honesty. I always used to help others in their lives as well as I used to use the most honest and sweetest way of talking while communicating with others. I do this because I always think that no one knows what and how other person feels. As well as I love to help people mostly in the worst situations they have at hand. Hence, you must help the person who is worse than of you and I think this should be the core value of everyone in the world. I work to leave people happier after spending time or talking to them. I never want to make or even see others feeling bad nor like dramas. In short, core values in life are extremely crucial for everyone in life because core values make the person take action as he/she take in a particular case or situation.

Summary & Synthesis

Understanding raw materials are highly important and crucial. The strengths I possess are risk-taking, curiosity, adaptability, faith, and innovation while the potential strengths include playing instruments, reading and public speaking. Badness in numbers, nervousness in tough situations, and week imagination are my critical faults. Putting efforts to make money, save support for family and cooking are included in my desires, interests, and passions. While my personality is shaped by compassionateness, conscientiousness, quietness, reserved and less openness. In terms of core values, honesty, family, helping people and making them happier are my core values. The faith I have go sideways in perfection with every core value of mine. In terms of teamwork, the component (teamwork) accompaniments me to be put in others’ shoes as well.

Fixing any of my faults would help me to improve some of the crucial traits like it would make me more imaginary and open. After the self-assessment and identification of raw materials, I consider myself more known about myself and I can put efforts in a better way that could assist me and make me a better person than I am.

References

Bloomberg, L. D., & Volpe, M. (2018). Completing your qualitative dissertation: A road map from beginning to end. Sage Publications.

McMillan, J. H., & Hearn, J. (2008). Student self-assessment: The key to stronger student motivation and higher achievement. Educational Horizons, 87(1), 40-49.

Panadero, E., Jonsson, A., & Botella, J. (2017). Effects of self-assessment on self-regulated learning and self-efficacy: Four meta-analyses. Educational Research Review, 22, 74-98.

Subject: Marketing and PR

Pages: 6 Words: 1800

Act II Popcorn

[Name of the Writer]

[Name of Instructor]

[Subject]

[Date]

Post: 15 Five Global Product Communication Strategies

Marketing concept Introduction:

Product Communication Strategy is an essential part for the progress of the marketing plan. A product is advertised in the foreign countries with the help of the different communication strategies which conveys publicity theme to customers that allows them to make opinion about different products. Effective product communication strategies prove to be a competitive advantage for the organizations. (Davis and Paul James p.276)

There are basically three global product communication strategies extension, adaptation and invention which are further enhanced into five strategies. (chand, Smriti, 2013.)

Straight Extension:

This strategy includes standardized product with constant communication strategy. Organizations use this strategy so that they can get opportunities in markets of other countries. It is easiest & less expensive and usually this approach is adopted by the small level companies because they don’t have to change their products as well as communication strategy which reduces their cost.

218701811417Product Extension and Communication Adaptation:

In this strategy, same products are sold due to the cultural or economic differences. It includes changes in some aspects of the promotion of the product according to the requirements. Implementation cost is low which proves to be a biggest advantage.

Communication Extension and Product Adaptation:

Firms adopt different products because of the changes in the cultural economical social & political environment but their advertisement strategy remains the same and gives the same message. Local markets usually prefer this strategy. This can lead to same core values among the consumers with consistent communication strategy.

Dual Adaptation:

When there are changes in legal and cultural environment in different markets of the countries, dual adaptation is implemented. It involves the adaptation of both the product and the communication strategy.

Product Invention:

This involves the creation of the new product which fits in the market. Global mindset is needed to discover the new product which can work in the whole world market with a greater scope. The costs may be high but it has various advantages.

Marketing concept Application:

My product is the dove soap. I think the strategy used for its campaign is straight extension as the product and communication method remains same. The product is promoted through the advertisements with a little modification. Dove has further extensions but the main product is the same. It gives the fine and smooth look of the skin and the cost for it is also low as they don’t have to change their product and the communication strategies for it.

References

Davis, Paul James. "Effective communication strategies in a franchise organization." Corporate Communications: An International Journal 9.4 (2004): 276-282.

chand, Smriti. “5 Major Product Communication Strategies Used In International Marketing.” Your Article Library, 11 Dec. 2013

Subject: Marketing and PR

Pages: 2 Words: 600

Act II Popcorn. Marketing Journal .The Marketing Research Process

Student Name

Teacher’s Name

Course Title

Date

Introduction

A marketing research process starts with identification of needs of customers in a particular area. After identifying the need, research is designed according to these needs. Data is collected from recipients and is analysed using multiple techniques. The outcomes of these data are then implemented to solve the initial problem. Problems may include decline in sales of a product in some particular area or simply introducing a new product in a market. Different situations will require little modifications in marketing research processes and modifying the process effectively will describe its success or failure. An example for existing product can be a scenario where sale of a particular product has declined over time. Company wants to see reasons of this decline and conducts a research. It is possible that the product no longer suits the needs of customers and some changes have to be made to make the product attractive for customersCITATION Mic15 \p p.1 \l 1033 (R.Hyman and Sierra p.1).

Application

We assume that it is a new product which will be introduced in a certain market. Firstly, the company will identify what particular needs this product will satisfy. People may say that they want it as a tea time snack. Company will now analyze how this research will be carried out. One way of carrying out this research is to distribute questionnaires among people regarding the product features like taste, flavors and packaging. Once the relevant data has been gathered, company will have to ascertain the features which are to be included in this product. The top two flavors selected by the people will be offered initially. Similarly, people have identified that they need product in three packings namely small, medium and large so the company will provide them accordingly. After a period of time, company will assess the sale of its product and see if desired targets have been met or not.

Works Cited

BIBLIOGRAPHY R.Hyman, Michael and Jeremy J. Sierra. "Marketing Research Process: Six Stages." Business Outlook (2015): 1-11.

Subject: Marketing and PR

Pages: 1 Words: 300

Act II Popcorn. Marketing Journal Post Factors Affecting The Consumer Decision Process

[Your Name]

[Instructor Name]

[Course Number]

[Date]

Act II Popcorn. Marketing Journal Post Factors Affecting the Consumer Decision Process

Factors Affecting Consumers Decision Making Process

There is a number of factors that have a huge involvement in the decision-making process of consumers. As well as these factors have huge impacts on the decision-making process of consumers. These factors mainly include marketing Mix factors, psychological factors, social factors, and situational factors while some others may be cultural, personal and economic factors. In short, the most crucial factors that affect the decision-making process of consumers are explained below.

Marketing Mix Factors

The marketing mix consists of four basic and main components which are, Product, price, Place, and Promotion. Each and every factor of them have huge direct and indirect impacts on the decision-making process of consumers. For example, in terms of product, the consumers may make their buying decision based on the nature of the product, quality, quantity, and/or the benefits they would have by the utilization of the product (Kanchan, 2017). Beyond that, consumers consider pricing/charges of the product, location, and placement of the products and consumers’ reach to the product while not ignoring other associated factors.

Hence, consumers look at these things and make buying decisions accordingly.

Psychological Factors

There are four main things that affect the buying behavior of consumers when it comes to psychological factors i.e. perception, motivation, learning, and lifestyle & attitude (Kanchan, 2017). However, a consumer’s self-perception about a product, motivation towards it and learning about that product affects his/her thinking to buy the product or not.

Social Factors

Social factors are considered highly affecting factors after the marketing mix. Every person prefers to buy a product or service that does not violate the social factors, the consumer is associated with. These factors include family, reference group, and social status (Kanchan, 2017). These factors are considered the highly affecting ones because they sometimes turn an endless and vigorous inflow by which individuals learn different values of consumption and make buying decisions accordingly.

Reference

Kanchan, C. (2017). Seven Important Factors That Influence The Buying Decision of a Consumer. Isngs.com. Retrieved 2 October 2019, from https://isngs.com/factors-influence-buying-decision/

Subject: Marketing and PR

Pages: 1 Words: 300

Act II Popcorn. Marketing Journal Post. Macro Strategies For Developing Customer Value

Name of student

Name of institution

Name of instructor

Date of submission

Macro Strategies for Developing Customer Value

Macro marketing strategies refer to the elements that should be put in place if any business is to increase amount of sales. Sales only increase when the customer is more satisfied when they buy products from the business compared to when they go for goods from the competitors. The macro strategies that should be used in this case relate to how one can improve the marketing mix. These include how one can optimize price, place, promotion and price. Basically, they are strategies that help in improving the Ps of marketing (Watershoot & Bulte, 1992). The focus in this case is how such strategies can be used to influence the society as a whole (Macro-marketing).

Application of macro strategies used to develop customer value

Different approaches can be applied to improve the level of customer satisfaction. First is by developing a brand that can fit what the clients need in the market. The best way to achieve this is by researching different market segments to establish the things that most clients want in your products. Once you have come up with a list of the things that should be included in the brand, you can then go ahead and design one that is appealing to the clients. The positioning of such a brand will also determine the extent to which clients will love it. Most clients want products that they can find within their locality.

Another approach that will work for business is engagement in corporate social responsibility. It is not possible to make the presence of the business felt in the community without engaging in activities that attract the attention of the society. It is important to identify activities that can bring a good relationship between the community and the business. When the business and the community come together to achieve a common goal, the community will be willing to use the products and services from the business because they are sure to get returns. They will feel that they are also part of the business and will want to see it prosper (Watershoot & Bulte, 1992).

Works cited

 W. van Waterschoot; C. van den Bulte (1992). "The 4P Classification of the Marketing Mix Revisited". Journal of Marketing. 56 (4): 83–93. JSTOR 1251988.

Subject: Marketing and PR

Pages: 1 Words: 300

AirAsia Case Study

AirAsia Case Study

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

[Institutional Affiliation(s)]

AirAsia Case Study

AirAsia Berhad is one of the leading airline companies, is based in Kuala Lumpur, Malaysia, and the company serves more than 165 destinations through its low-cost offerings. It is the subsidiary of Tune Air Sdn Bhd and it was founded by Tony Fernandes at the times he was under debt but the company was profitable owing to business innovations and effective strategic planning (Yashodha, 2012). The company operates local and international flights to more than 25 countries. Some of its affiliate airlines such as Thai AirAsia, Philippines AirAsia, Indonesia AirAsia, and AirAsia India are focused on long routes. The specialty of the company is the low per-unit cost, and it is the pioneer of offering low-cost services in Asia; it has also won several accolades based on its low-cost offerings for the past 11 years. The latest award it earned was in 2019 due to the most competitive prices. For the past several years, Malaysia Airlines enjoyed a high monopoly in the airline market but now AirAsia has taken its place. The success of the company is attributed to the leadership skills of its founder coupled with a range of precise marketing strategies that enabled it to attract several customers and elevated its status from one flight per day to 22 flights per day.

Air Asia is a budget airline that offers flights throughout East and Southeast Asia. It's incomparable to airlines such as Korean Air, Japanese Airlines, etc. the flights are not only cheap but non-stop flights. There are no complimentary drinks or snacks. Everything is for purchase that is very typical for a budget airline. The ultimate belief of the company was to cut the cost that does not add value to the customer journey (Shuk-Ching, & Waring, 2010). In an interview with Business Insider Singapore, Tony Fernandes remembers the epidemic of SARS in 2002 and 2003 when his marketing team declared it to be the end of the company's business. This was the time he asked the marketing team to triple their efforts, and reducing the fare price as much as they could (Lim, Mohamed, Ariffin, & Guan, 2009). According to Fernandes, Malaysians are ready to take the risk when they see low price tags. This can be traced back to the leadership competency of the CEO, who had a deeper understanding of its target market. At that time, the company was able to make enough money that saved them from any disaster.

Air Asia has a 'Fly-Thru' service that is highly admired by its customers due to the ease they offer. The purpose of its existence is to offer easy connectivity to flyers allowing them to fly without any hassle of immigration checkpoints and baggage collection again. Without repeating the process they are able to transit to their final destinations. Besides a customized self-direct facility is offered where customers are enabled to plan their journey via their point-to-point service of AirAsia. Customer service to gain loyalty is also one of the strategies, despite the lowest priced supplier (Jiang, 2013). AirAsia also extends its services beyond the airport since they assist their passengers to find accommodation and travel. It becomes very easy to book flights, hotel rooms, and tours instantly through AirAsia Expedia and AirAsia Go. Other services offered by AirAsia are, Web, varying baggage allowances, Mobile and kiosk check-in, Customizable add-ons like insurance deals, and hot meals, TuneTalk Simcard (Malaysia only), etc. The company aims to provide high quality but low-cost services to its customers. the mission of a company is to allow everyone to fly, by delivering world-class services at very low fares, making flying affordable for everyone. It serves to about 600 million passengers across the Asia Pacific and proves the orthodox philosophy of "quality always comes with a price" to be wrong.

The success of the company lies in attaining a competitive edge through cost leadership. Porter provided a very basic list of strategies:

Cost leadership (price)

Product Differentiation (Porter, 2008).

Focus or market niche - which can/should be combined with a cost or differentiation strategy

These are further developed by Fred Wiersema, who wrote about the three value disciplines: operational excellence (price), customer intimacy and product leadership. From all these strategies, AirAsia chose to create an advantage based on price by offering market competitive prices and establishing a loyal customer base. The company opted for several customer-oriented, cost-effective and innovative strategies to attain its mission. The marketing team was consistent in devising strategies and ways to cut costs alongside maintaining the admirable level of services. They explored efficient ways of reducing the cost of air travel and expand on the segments they served. The innovative low-dare, no-frills concept reduced the per-unit price, for instance, paid meals instead of pre-paid meals and a single standard cabin. Also, the company offered short-haul flights that took less than four hours and allowed for the same-day return flight cutting on several operations of the company.

The company also launched its long-hauled air services at the time when a number of low-cost airlines were hesitant to do so. A mix of business, corporate, and marketing strategies were consistently aiming at slowly attaining the aims and the objectives of the corporation; dynamic with the changing internal and external business environment. When several Low-cost carriers were reluctant to launch long-hauled air services, Air Asia decided to go for it. All of these business strategies coupled with the marketing strategy were aimed at attaining the goals of AirAsia, gradually.

The company took some bold market decisions, initially, it targeted only the domestic market and gradually it started to expand itself to the neighboring countries and across all the continents. All the marketing schemes were aimed at getting a higher number of customers, the company did not employ very targeted schemes but something that could occupy the majority of customers. the tagline, “Now Everyone can fly” shares the basic philosophy of its business. The ultimate strategy was to find ways of getting the most effective routes that could result in cost-saving combined with customer satisfaction. The company kept on adding different features and more value-added services to increase its sales. Moreover, it did not stick itself with all the principles of Low-cost carriers. Also, to the low-cost services, it offers the services of travel insurance. Based on the customer loyalty program, it offers free tickets. All of these services have been very dynamic and parallel with its budgets and exceptional performance.

The company has demonstrated quite a strong performance when one considers the prevalent market conditions and the company's overall position at the time of relaunch. Its publication strategies propelled its brand in the media, where it now enjoys substantive coverage. Moreover, ticket fares have remained low regardless of the oil price hikes. Even so, the company manages to sponsor major football leagues and formula one teams such as the AT&T Williams and the Manchester United and subsequently gains widespread promotion. Several collaborations and partnerships at the multi-national level enabled the company to rapidly expand its size and establish various joint ventures in Australia, Thailand, and Indonesia, among others.

Other products of the company include Xpress boarding services, internet check-in services, Citibank-Air Asia Credit Card, and mileage programs which go hand-in-hand with its main operations of selling airline tickets. This allows the company to earn greater margins from relatively developed markets; a strategy based on extending consumer base to cover all segments of the society, to expand profits. Consequently, the company enjoyed significant success in the past and is expected to continue progressing in this path as a result of the immense advantages it enjoys over other competition.

Such tactful marketing strategies have propelled the company forward and leave its competitors behind not just in revenue generation but customer satisfaction as well. Many marketing managers today have taken these techniques as a yardstick to evaluate a product or service's performance. In particular, the socio-economic and political conditions prevalent in a country are now taken as a major factor in developing a marketing strategy, thus paving the way for an individualized strategy that varies from country to country. Marketing strategies should give due consideration to environmental sustainability as a major decisive factor in developing policies to achieve similar success.

According to the customer reviews, AirAsia is deserving of all the praise for doing everything just right, be it pricing, service, food or technical assistance. Air Asia has some of the most affordable price ranges for international travel based on strong marketing segmentation. The international marketing mix of the company comprises either standardization or adaptation. The marketing activities are also targeted at both domestic and international potential customers. To some extent, it is a small airline that plays shoulder to shoulder to industry giants. one find the cheapest tickets through their online website, since tickets are sensitive to flyer needs. One can avail even more offers and discounts if they book tickets through travel websites (Ahmad, 2010).

Customer safety has been the high focus of the company and it also advertises this to their customers. Low cost doesn't mean low safety and full-service airlines don't guarantee incident-free travel. Air Asia had only 1 full-body loss and no other significant accidents to question their safety. They are flying to 130 destinations worldwide, including Honolulu, the USA with 100s of places every day. There is always a small risk that something will go wrong-budget or otherwise, this risk every traveler has to take. When the company initiated its operations, the CEO was familiar with the Malaysians' philosophy who is ready to take the risk when it comes to very low prices.

The company has undergone significant changes and development since it is in the industry. Based on the evolving need of the business environment, the company is incorporating technology in business operations (Rahadian et al, 2015). It is employing Google Cloud’s machine learning and AI that will transform the company into a travel technology company. The company is digitalizing its processes and operations and makes use of data to uncap new business opportunities. The company is also creating digital platforms to meet the travel needs of customers. The AirAsia BIG Loyalty app is aimed at adding value to the lives of customers. AirAsia has earned the position of the biggest carrier in Asia. Every day there are hundreds of flights taking off and landing in every city operated by AirAsia. If Air Asia continues to focus on the customer services more than just focusing on its budget, and if it continues to use technology the way it is doing, the company has high potential to roar higher. All the services provided by the company to ensure a nice trip for the customer along with the low price can help the company excel in this highly saturated airline industry in the next years as well.

References

Ahmad, R. (2010). AirAsia. Asian Journal of Management Cases, 7(1), 7-31.

Jiang, H. (2013). Service quality of low-cost long-haul airlines–The case of Jetstar Airways and AirAsia X. Journal of Air Transport Management, 26, 20-24.

Lim, K. Y., Mohamed, R., Ariffin, A., & Guan, G. (2009). BRANDING AN AIRLINE: ACase STUDY OF AIRASIA. Malaysian Journal of Media Studies, 11(1), 35-48.

Porter, M. E. (2008). The five competitive forces that shape strategy. Harvard business review, 86(1), 25-40.

Rahadian, R., Irfan, M., Yordan, A., Wiguna, T., & Bachir, O. (2015). Application of Seafloor Mapping Technology for Search and Rescue: AirAsia QZ8501 Case Study. Indonesian Journal of Physics, 26(2), 22-25.

Shuk-Ching Poon, T., & Waring, P. (2010). The lowest of low-cost carriers: the case of AirAsia. The International Journal of Human Resource Management, 21(2), 197-213.

Yashodha, Y. (2012). AirAsia Berhad: Strategic analysis of a leading low-cost carrier in the Asian region. Elixir International Journal of Management Arts, 51, 11164-11171.

Subject: Marketing and PR

Pages: 6 Words: 1800

Article Review

Article Review

Name of Student

Institutional Affiliation(s)

Author Note

Summary

There is a debate in this article about the possibility of separating the value delivered to the customer by the business and value which is received by a business in terms of profit from the customers. There are financial measures to analyze company performance but they cannot be considered strategic. A long term approach will be to analyze the whole value creation process and take measures that rectify the situation. It will not be appropriate to analyze only one aspect of value alone. Some customers may be profitable but accessing them may be proving too costly for the company in the long run. These figures provide total figures for the company and profit per customer may yield a very low figure. A better choice is to analyze individual customer in terms of value delivered and value attained from him. There should be some space for the company to change the tactics in the middle of a process so that improvements can be brought about. There should be some measure to differentiate between a profitable and non-profitable customer. Both revenue generated and costs incurred have to be taken into account if the profitability of customers has to be assessed. A detailed account of each customer has to be maintained to know the exact value of a customer to the business. The hardest part of this practice will be the allocation of fixed costs to individual customers. Clear identification of core competencies of the business will mean that the most important aspects of business for customers are accurately identified. The company has to put the required systems in place so that value can be delivered to customers (Lau, Nakandala, Samaranayake, & Shum, 2016). The scenario requires that value, growth, and focus go side by side so that value created for customers leads to the growth of business and it can focus on those specific customers who create the maximum value for the business. If the company is not focusing on the right segment of customers, the growth will come at a higher cost than desired. There is an option for the company to take on mass marketing but there will be a mismatch between company value proposition and new customers attained; the company will not be able to match the core competencies with the customer value proposition, wrong customers will not enhance the sales of the company. The market will become less profitable as the costs of the company will go up. Once it is determined that there is a mismatch between CVP and new customers, a company can take one of three approaches. Specification of customers with whom profitable relationships can be developed and maintained. To control the costs associated with attaining and retaining customers, there must be minimal marketing expenditures incurred. Offer a lower-priced package for customers which includes many services. This will give the impression that customers are getting higher value (Breur, 2006).

Answer 1

Aggregate numbers represent generalized results related to company performance. A net profit will give a good view of the financial performance of the company. A higher net profit will mean that the company has been able to control its expenses appropriately. When this figure is divided by the number of customers attained, it will be seen that there is a very low profit per customer. In the customer value proposition, the matching of customer characteristics with core competencies will work much better as a performance measure. 

Answer 2

               The companies will have to focus on managing the lifecycle of customers. Customer relations have to be developed in a way that they go through the whole life of a customer. Several customers are a criterion that is used to measure company performance. The generally accepted accounting principles do not allow the treatment of marketing expenses as investments but the companies consider these expenses as investments over a long period. This brings us to the conclusion that there is a difference between performance evaluation using GAAP and the way it is done by financial service companies. This approach will raise costs because there will be customers with lower quantity sales, there will be more deliveries of orders. Inventory costs will also be higher because the company will have to store more and more goods (Kara, 2019). 

Answer 3

               This method is important because it takes into account both aspects of value related to customers. The value delivered to customers from business and value given by customers to the business in the form of profit. By measuring the performance of a business in terms of several customers, it can be analyzed to see which customers are the most profitable for the business. This may also help the business to segregate its services according to the transaction size of customers. In a financial institution like a bank, this approach will be particularly beneficial and can be used to divide customers according to balance kept with the bank. 

Answer 4

               This approach can be successfully applied to businesses that have a specific number of customers. Another factor is that the transaction limit of these customers is known to the business. A service provider like car repair center can apply this approach so that there are more regular customers for the business. With the passage of time, there will be a large number of customers. Controlling the costs will make sure that there will be a higher profit per customer for the business.The business like a retail store cannot apply this technique because all customers will have different and small denominations of transactions. There is very little differentiation between the companies which offer retail products if a company does not cater to a customer based on the size of his purchase, he can easily go to other retail stores to make a purchase.

References

BIBLIOGRAPHY Breur, T. (2006). The importance of focus for generating customer value . Journal of Financial Services Marketing, 64-71.

Kara, E. (2019). Business and Economics Researches Book. Ankara: Academician Publishing.

Lau, H., Nakandala, D., Samaranayake, P., & Shum, P. (2016). A hybrid multi-criteria decision model for supporting customer-focused profitability analysis. Industrial Management and Data Systems, 1105-1130.

Subject: Marketing and PR

Pages: 3 Words: 900

Article Summary

Facilitator

Student’s name

Course

Date

Marketing Strategies

Actually, marketing strategies arise from trends and data observed in the market place. In the article ‘Amazon knows what you want’, there are a number of things which justify why the company relies highly on online marketing instead of using other strategies. First of all the company takes time in identifying the kind of customers they have. This enables them to create appropriate adverts for a specific group of people. Some of the most commonly used products like tissue papers and soaps, for instance, are very much advertised in this site, and for this reason, it makes about $125 million more than other companies like Nike and IBM. The ability to identify what people need and creating more adverts on those items is the greatest strategy of Amazon.

When it comes to technological trend, you find that most people nowadays shop online. This has made Amazon come up with a trick of having members signing up for the site where they provide their addresses and personal information like the number of kids. The moment these people place orders they receive a more related advertisement that they might need. This has also enabled the company to grow due to the relevant varieties they provide to their customers once they receive their personal information. There are fewer assumptions when it comes to advertising their products, thereby giving the company a competitive advantage.

Looking at the latest trend, for instance, the kind of snacks being taken by most people, cheese is one of them. What Amazon does the moment it realizes that a product is high of a demand in created a lot of adverts over the same items. We realize that Cheese adverts have been shown on Amazon website more than six million times and a lot of orders have also been made as well. Therefore when it comes to trends, Amazons is always on the front line in identifying the customer needs and make appropriate adverts within the shortest time possible.

Work Cited

https://www.nytimes.com/2019/01/20/technology/amazon-ads-advertising.html?rref=collection%2Ftimestopic%2FAdvertising%20and%20Marketing&action=click&contentCollection=timestopics&region=stream&module=stream_unit&version=latest&contentPlacement=2&pgtype=collection

Subject: Marketing and PR

Pages: 1 Words: 300

Ass3 End Semester Case Study- ESCS [40 Marks]

Title page

Marketing and PR

The circle of satisfaction is linked to the mega-marketing concept. Satisfaction originates the time when customer starts searching for the estimated quality and value in selection of a product. In the second stage the customer experiences and assesses the product which leads to the third zone in which product is evaluated. In this stage the customer form specific attitudes about the product that also defines his future behavior of buying. The circle of satisfaction is used for determining the relationship between the customers and the firm. It is a bridge that connects process of buyers decision and total product. The results of this evaluation could be positive or negative. This process defines how customers enter the buying decision process based on their expectations, which also leads to development of behaviors accordingly. The circle of satisfaction focuses both on organization and customers. Mega-marketing was defined by Kotler as, “the strategically coordinated application of economic, psychological, political, and public relations skills to gain the cooperation of a number of parties in order to enter and/or operate in a given market” CITATION Phi86 \l 1033 (Kotler, 1986). This is an approach adopted by Netflix for taking an enlarged view of skills and resources for entering in the media and movie markets. Netflix has incorporated marketing principles for strategically focusing on creating value and maximizing customer reach.

The company's analysis of market depicts that youth is more inclined to use mega-marketing so Netflix adopted a strategy that aimed at advertising products across social platform. Netflix makes advertisements for the digital space where it received a wider audience. It is known for its digital competency because it allowed the company to stay ahead of competitors. The ideology of the company reflects that youth is more inclined to view online content. Social media, digital marketing and e-commerce remains prominent marketing platforms that established positive interaction and long-lasting relationships with the customers. Digital performance and social media are dominant elements that contributed to the success of Netflix. The findings also reveal that Netflix managed to attract youth and millennial through its social platform. Netflix’s strategy of mega-marketing has put the brand forward through social media and content marketing CITATION Ali13 \l 1033 (Filip, 2013). Mega-marketing strategy of Netflix reveals how company organize its power and public relations resources for attaining entry and success in the market against competitors.

The mega-marketing strategies that are crucial for increasing the customer base are integrated by Netflix. The orientations of marketing management are divided into five parts: First is the production concept which is basically an idea that implies that the products that would be favoured the most by the customers would be the ones that would be highly affordable and easily available. Second is the concept of products which implies that the products that would be favored the most by the customers would be the ones that have good feature, better performance and deliver the best quality. Thirdly, there is the selling concept which implies that the customers would only buy a product if the company would do promotional and selling efforts on a large scale. The fourth orientation is the concept of marketing which implies that the accomplishing of the goals of a company depend entirely on how well they fulfil the needs of their customers when compared with the competitors of the organization. Five last but not least, the concept of societal marketing implies that an organization must make marketing decisions that are good by considering what shoppers want, long term interests of their customers, the requirements of the company, and lastly the long term interest of the entire society (Kotler & Keller, 2012).

The primary principles of mega-marketing is to gain access to the market for satisfying customers demands or building customer demand. Power is used for building relationships with the public. Positive and negative inducements are uncovered in this process. Company takes greater responsibility of managing public relations and affairs. The steps of circle satisfaction are shown in the figure below.

The primary step of circle satisfaction is focused on offering value to the customers. The perceived value of a customer is a primary goal of mega-marketing. It is basically the disparity between the value of the shopper and the price that the shopper is paying for buying that value. Here, the total value implies the benefits that the customer expects from the usage of the product in exchange for the amount paid to get those benefits. The total cost implies the price paid to purchase the company’s product. The blog identifies the digital media strategy of Netflix that improved its growth and business CITATION Ali13 \l 1033 (Filip, 2013). The common platforms used by the Netflix for offering value include Instagram and Facebook. Through such platforms, the company attracted millions of customers. It is the degree of the perceived performance level of a product and its equivalency to the expectations of the buyer. On the other hand, the tools used to build a relationship with high margin customers include the development of customer retention and loyalty programs. Special marketing tools are used for such customers, such as membership cards, sale coupons, membership discounts and free views. Marketing strategy stresses on interacting with potential customers through technological means: Smartphones, social media networks, websites, and company's database. Partners outside the organization are the way advertisers interface with their channel accomplices, suppliers and contenders through creating associations CITATION Phi86 \l 1033 (Kotler, 1986). Marketing strategies can be explained in a contemporary manner. Contemporary ways to deal with marketing frequently fall into two general however not fundamentally unrelated classes which are competitor-oriented marketing strategies and customer-oriented marketing strategies.

The second step is creating episodic satisfaction for the potential customers of Netflix. Episodic satisfaction aims at providing initial satisfaction to the customers that further impact their long-term relationships with the company. The purpose is to enhance connectivity through digital platforms because it provides the opportunity of persuading a broader customer base. The role of digital media technologies is effective in the case of luxury brands compared to other industries. Due to positive outcomes such as increased customers and profitability, all leading luxury brands have adopted social media marketing. The strategy adopted by Ntetflix is to establish a social media presence at popular platforms like Facebook and Instagram. The firms then emphasize on building strong interaction with the users. The evidence suggests that marketing strategy primarily focus on the customers and has many elements such as brand, segment, price, competitive advantage, promotion, and communication with customers. Most of the successful organizations of today have customer satisfaction as a common success factor. These companies share the understanding of customer needs and want satisfying best their target market at a profit. The objective of every organization is to help to build long term customer relationship based on creating value. Costumer's satisfaction and value are very important today CITATION Nab18 \l 1033 (Daidji & Egert, 2018). Due to the economy recovering from the worst downturn since a long time, people started to spend their money more carefully re-evaluating their relationship with brands. Although it's very important to build customer relationship based on honesty and value. Marketing is used as a complete framework or organizational activities that are specifically designed for the distribution, promotion, pricing and the entire planning of selling of product to the target market for the accomplishing the objectives of a company.

Cumulative satisfaction depicts that the customer’s future behaviors of purchasing a product depends on their past experience. Cumulative evaluations are based on thee past experiences of the customers. Netflix pays special attention to provide high-quality content for retaining customers. Marketing strategies play significant role in attaining cumulative satisfaction of the customers CITATION Ant181 \l 1033 (Serra-Cantallops, Ramon-Cardona, & Salvi, 2018). The reason for adopting mega-marketing by Netflix is to survive in a competitive environment. The company has been involved in aggressive marketing across social media platforms that improve engagement of customers. Media business is high value ended and offer high-profit margins if the company adopts an effective marketing strategy. Facebook and Twitter are used by luxury brands because they offer interaction, customization, word of mouth and tend. These characteristics are useful for building a long-lasting relationship with the customers. The evidence also suggests that social media sites provide direct interaction with the companies that allow Netflix to build long-term interactions with the audience. Digital platforms are effective tools for marketing because they provide entertainment content, customized services and immediate interaction with the customers. There is significant correlation between social media marketing and customer relationships CITATION Ant181 \l 1033 (Serra-Cantallops, Ramon-Cardona, & Salvi, 2018). By focusing on such features, Netflix improve the purchase incentives. The customers are willing to pay for such brands due to elements of trust and high customer-centered approach. Customer trust is a prominent factor that is also enhanced through social media marketing. Direct and continuous communications contribute to the profits of luxury brands. Social media platforms allow managing customers as valuable assets that increase the possibilities of generating revenue and profits.

Digital marketing of Netflix refers to the set of marketing elements used by a company for implementation of its strategies of mega-marketing. These elements are a place, price, promotion and the product of the company. On the other hand, integrated marketing program refers to a plan which is comprehensive and is made to deliver and communicate, to the chosen target market, the value of the company’s products. The initial and the most basic step for the development of the social media marketing strategy is first to understand the marketplace and the needs and wants of the customers within that market CITATION Ali13 \l 1033 (Filip, 2013). Without the proper insight into the marketplace and what the customers within that market expect from a company, it is not possible for that company to construct their marketing plan or their marketing strategies. Social media marketing of company emphasizes selecting a value proposition for the products of the company. The value proposition is a promise made by the company to its customers with respect to the value and benefits that their products would deliver to the customers.

The electronic word of mouth uses different social media platforms such as Facebook, Twitter, and Instagram. The most prominent advantage of the viral marketing is that it directs relationship with the audience. The social media is a useful tool that develops a powerful bond between the organization and the audience. Effective viral marketing also controls the purchase behaviors of the audience. The viral marketing helps organizations to transmit information to the broader audience. The adoption of effective viral marketing strategy helps the company to reach the audience more efficiently and leaves a long-lasting impact. Through the use of efficient systems, the organizations manage to send the message on time that saves them from the waste of time. With time the organizations’ needs to improve their systems to meet the increased demands of the clients. Also, they need to survive in the competitive environment by adopting adequate social media networks. The social media also improves the public relations of companies CITATION Joh172 \l 1033 (Liu, Ho, & Lu, 2017).

The management of social networks efficiently improves the scope of business expansion. The social network information systems build metaphors that represent and builds networks. The social network information systems predict continued growth and change. The growth of the digital technology will motivate the companies to enhance their information systems. The organizations also adopt the advanced social network systems for knowledge management. The systems also generate influence of social media over the users. The existence of social networks and social sites increased the clientele and improved organization’s visibility. The social networking sites help the companies to connect with the audience and attain the organizational goal. The visibility of the companies influence the purchase decisions and also generates revenues. The studies reveal that social media marketing remains one of the significant tools for marketing and grabbing people’s attention. The use of the social media networking shows that the organizations attained colossal success. The maintenance of the systems and keeping them up-to-date improves the overall clientele and leaves a long-lasting impact on the audience.

The third step of the circle satisfaction is building relationship of trust with the customers. Netflix has this adopted the mega-marketing model for building positive relationship with the customer. It relies on the concept of ‘customer is always right’. Company’s strategy is focused on determining customers views and opinions regarding the shows and online streaming. Social media empowers individuals to express their thoughts and ideas without the need of developing an audience. The main reason for the popularity of social media is the freedom that other platforms do not offer. Social media networking influences internal operations and marketing. The rapid growth in the demand for social networks depicts need for research related to the information systems. The effectiveness of social media depends on the network systems managing social interaction between the company and the audience. Enhanced social networks improved the communication of organizations with the clients. The social network approaches reveal the enhancement of IS depends on the network awareness at individual and organizational levels, using social network analysis related to IS and change in technologies with the time needed to manage social networks efficient CITATION Nab18 \l 1033 (Daidji & Egert, 2018).

Loyalty is the next step of circle satisfaction, which is focused on retaining customers. Mega-marketing is focused on sending a message to the audience about company, brand or the product. The common issues faced by the organizations in viral marketing is circulation of rights message in the right environment to the right audience. The enhancement of the social networks and information systems leads to improved interactions between the company and the audience. This allows Netflix to build long-lasting loyalty CITATION Ant181 \l 1033 (Serra-Cantallops, Ramon-Cardona, & Salvi, 2018).

The next step of circle satisfaction is achieving competitive edge against rivals. By interacting mega-marketing concepts Netflix has managed to improve its presence in the media market. It has wider audience base and potential customers who are inclined to continue watching its shows and movies. Based on its marketing, the company has increased limits customer base by offering free views. The company is also offering discounts that provided Netflix competitive advantage CITATION Mah191 \l 1033 (Siddiqi, 2019). Increased profitability is the final step of circle satisfaction. Marketing mega-concept explains Netflix’s strategy of targeting millennial through social media platforms remains one of the biggest strength of the company. in 2018 the sales of Netflix increased massively due to the increase in the number of young customers. The sales reported for 2018 were $15.79 billion. Netflix’s marketing needs a different approach for business-to-business efforts. Millennial remains a prominent reason that allowed the company to enhance its customer base CITATION Mah191 \l 1033 (Siddiqi, 2019). Netflix has redefined its goal by using social and digital platforms. The brand realized that young customers don't buy across traditional selling points. For millennial Netflix redefined movies by making it as a lower-cost competitor. It used teasers and videos of popular shows for sharing products at social websites. The marketing mega-concept of Netflix focused on targeting youth by promoting repurposed fashion. It managed to capture the millennial market by engaging them across social media websites. The brand used Facebook, Twitter and Instagram for establishing a relationship with the customers. By capturing potential customers Netflix has managed to earn high profits, which leads to the completion of the circle satisfaction.

The concept of circle satisfaction is used for attaining organizational goals of maximizing revenues by aligning with the mega-marketing. The use of mega-marketing is one of the dominant techniques for attaining circle satisfaction. The buyers process us included for determining customers behaviors and their future expectations associated with the company. The advertisement of the business products through electronic platforms allow the organizations’ to target the broader audience. However, the demand for the updated systems increases with time. The advancements in the digital technologies indicate the need for effective social networking systems. The effective and fast networking systems maintain a continuous and efficient interaction with the audience that promotes the visibility and sales of the business organization. Without the enhancement, in the systems the viral marketing leads to adverse outcomes such as the slow interaction between the group and the audience.

References

BIBLIOGRAPHY Filip, A. (2013). Complaint Management: A Customer Satisfaction Learning Process. Procedia - Social and Behavioral Sciences, 93 (21), 271-275.

Daidji, N., & Egert, C. (2018). Towards new coopetition-based business models? The case of Netflix on the French market. Journal of Research in Marketing and Entrepreneurship .

Kotler, P. (1986). Megamarketing . Harvard Business Review.

Liu, J. S., Ho, M. H.-C., & Lu, L. Y. (2017). Recent Themes in Social Networking Service Research. PLOS.

Serra-Cantallops, A., Ramon-Cardona, J., & Salvi, F. (2018). The impact of positive emotional experiences on eWOM generation and loyalty. Spanish Journal of Marketing - ESIC.

Siddiqi, M. (2019). The Complete Guide to Netflix’s Marketing Strategies. Retrieved 10 31, 2019, from https://medium.com/better-marketing/netflix-marketing-strategies-8c6623fb1741

Subject: Marketing and PR

Pages: 9 Words: 2700

Assessment 1: Research Case Study Report

Assessment 1: Research Case Study Report

Michele Varela Caicedo

[Name of the Institution]

Assessment 1: Research Case Study Report

Introduction

The globalization and technological advances have brought significant changes in the macro-environment of businesses. The organizations are constantly working on their policies, products, and consumers. The globalization has influenced the organization to quickly respond to customer needs because of the competitive scenario of the business world. The changing realities have attempted to encourage the organizations to change their focus such as from value distribution to value creation of products. The emphasis on customer retention instead of customer acquisition and increase scope to value-chain of marketing. The changes in practices have also brought a fundamental shift in the theoretical perspective of marketing. The changes have also encouraged the social perspective related to marketing instead of only focusing on economics and profits. It was necessary to shift the focus from goods-centered perspective to service-centered perspective, and creating a valued experience for customers.

The new trends in marketing shift the focus towards customer view of consumption instead of organization view. They focus on strategies which improved marketing strategies in such a way that it could better influence the choices of customers. However, the dominant nature of the marketing paradigm has made it difficult to integrate these theoretical shifts. The globalization require the countries to effectively communicate with each other, it requires people to travel from one country to another, which resultantly exchange cultures and languages. It also requires high investment in the means of communications and transport. Also, the major concept is to invest the maximum in tourism departments to attract people in the country. The effective mechanism gives the countries a competitive advantage over others.

Background of the Case Study

In recent years, tourism has massively increased in different parts of the world, where countries are emphasizing on marketing strategies to improve the department in their respective states. Australia is also becoming a desirable travel destination for many tourists around the world especially for, Japanese, New Zealand, and Uk people. The topmost travelers are from Japan and New Zealand followed by the UK. Almost, 50 percent of Europeans travelers are from the UK, which shows the tourists interest in the holiday destination. It includes beaches, rainforests, mountains, luxurious cities and much more adventure for tourists. The increase in the department is due to cheap flights and the reduction in the Australian dollar.

The percentage of overseas visitors has benefitted the Australian economy. Tourism industry is considered to be major export contributer that accounts for more than million jobs. The country is fourth biggest recipient of foreign exchange currency and signifies a major chunk of export earnings i-e 11.2 percent due to 5 million international visitors annually. The export earnings create more than 12000 jobs and are expected to increase annually. The Australian High Commission issues almost 50,000 working visas to the UK tourist for holidays. The working holiday visas offer prospects of new know-hows to the young people aged (18-30) to work in the locality upto one year and fund their holiday. This makes it a desirable condition for students to live and simultaneously work as well. The young generation where it is difficult to go on holidays due to limited pocket money, thus the tourism commission has targeted the young generation to provide opportunities for working to supplement their holiday.

It also is beneficial for the young generation to explore more places and experience new innovations by traveling internationally. It provides them with informative techniques of new businesses and exposure towards new terminologies. There are no language barriers for UK visitors in Australia so that they can easily communicate with native people CITATION Web03 \l 1033 (Weber & Ladkin, 2003).

Key Trade Partners

The key trade partners in these interventions have introduced the visitors to work visas and contracts for one year. The are offered with advisory consultants to make full use of their opportunity in Australia. They encourage the backpackers to services related to traveling and move around the country to explore beautiful places. The global tourism industry is highly competitive and provides various opportunities for visitors for holidays. They have attractive packages of short, medium and long term options to choose from. This made it challenging for the Australian Tourist Commission (ATC) to focus more on increasing opportunities for the tourists and increase alternative, affordable holiday packages.

The international community is highly focused to increase their export earnings through tourism which depends highly on domestic employment. It is critical for the economic well being of countries to consider their customers while introducing tourism related strategies in the competitive market. This case study thus focuses on key marketing strategies developed by the Australian Tourist Commission to preceed with the increasing demand of young travelers in Australia.

The Australian Tourist Commission (ATC)

In the globalized world, it is important for organizations to critically evaluate their customers, and analyze their potential customers. They should be clear about their goals and objectives and can plan strategies accordingly. They need to draft a clear mission for their proposed intervention and set clear objectives to achieve that mission. Setting objectives means to established effective targets by which the organizations can measure their progress. These targets work as a performance indicator against which the success of the strategies can be evaluated. For example, if the ATC targets are to achieve 4 million visitors annually, and each of the visitors stays for a minimum of 10 days, and spending an average amount of 10,000 dollars. They can be clear about their targeted goals and will define strategies to achieve them.

ATC was formed in 1967 to increase tourism in Australia and develop it as an attractive tourist destination. The country has seen a high potential in the industry to boost the economy. ATC mission was ‘to promote Australia internationally to create a sustainable advantage for our tourism industry, for the benefit of all Australians.’ For this mission, the department stated two principle objectives which were,

To maximize the percentage of international tourists to Australia and secondly,

To increase the proportion of profits to local business from these international visitors.

However, to achieve these objectives, the commission has developed a number of sub-objectives to achieve its mission.

It primarily involves helping travelers to plan their trip by providing destination information to the overseas visitors

Helping local businesses to cooperate in tourist schemes.

Working with partners to develop a strong interest in tourist into actual travel plans.

Providing better employment opportunities for the new visitors in Australian local market.

To make sure that the visitors are efficiently utilizing their time in Australia.

SWOT Analysis

Strength and Weaknesses

The ATC strength lies in the dynamic characteristics of Australian culture. the country provides safe traveling, with a friendly environment for the young students. The language barriers are less compared to other countries which increase the probability of people choosing it for holidays. The low cost of traveling into the country attract more individuals. Also, its currency is lower than a pound, which increases the credibility of fulfilling the expenses efficiently. There is a wide range of employment opportunities in the country which provides the students with easily accessible work and offers to earn and supplement their trip CITATION Kul07 \l 1033 (Kulendran & Divisekera, 2007).

The weakness of ATC is that the nation of Australia may be suffered through these programs. It will decrease the opportunities for local students as their share will go to international tourists. Also, increased tourism may have negative consequences on the dominant culture of Australia. The weakness lies that ATC is unable to provide training about transferring their culture to the tourists. It lacks the motivation to encourage their students for international harmony. They must be prepared on their local grounds for global change.

Opportunities and Threats

The ATC has a dynamic opportunity of the vast majority of international students, who look after for better opportunities in other countries. In the modernized world, students want to travel, experience a new culture and people and make good relationships and friendship outside their community. It gives them a network of foreign friends which will ultimately benefit them in studies or career opportunities. There is an opportunity to focus on other countries as well. Thus, these factors were utilized by ATC in order to bring maximum tourist to Australia.

The threats include the trade barriers which may restrict the traveling of tourists from one country to another. It also involves competition from other countries such as China, Japan, and Canada, who are also focusing highly on working students visas. Also, these countries are providing scholarships for higher studies, which encourages the students to the spent maximum time in their countries. Thus, with the increasing demand, the ATC needs to focus on higher study visas as well, besides the one year visa, which will allow the students with getting a quality education. Another threat is that ATC's target population is quite smaller compared to its competitors. The global market asks for more programs with limited restrictions so that travelers can easily travel to another country CITATION Wai99 \l 1033 (Waitt, 1999).

Targeting A Market Segment

The general perception of the business is that the market cannot develop strategies that fit for all people, it is wise to stick to restricted population and area. This entails that buyer has different priorities and needs which require to develop specific products for that particular group. However, in order to compete with the entire market, it is efficient to focus on selected segments that the organization can better serve. This requires identifying potential customers and targeting them. The segmentation is done on the basis of certain attributes and behaviors of the customers. It also involves their response to the product and the potential consumers in the market. Thus sophisticated strategies are required to focus on a specific market that involves three phases i-e segmentation, targeting and positioning.

Market segmentation

The ATC has focused its strategies towards breaking up the travel market into specific segments that are divided into three categories which include the strategies for their primary market involving individuals between 25-34, the secondary market is focused towards for young independent travelers (YIT's) aged between 18-24 years, and the third group is for independent adventures for the age group of 45-65 individuals. However, this study mainly focuses on Young Independent Travelers (YIT's).

Targetting

An efficient market strategy require to devise segments and then draft packages for each segment. For example, the ATC focuses on YIT's, who are typically students and want to have adventurous travel plans. Many students take a gap year or travel in groups with friends for holidays. YIT's are however the individuals who are more interested in experiencing new places and environment rather than just seeing sights. They opt for low-cost packages with accommodation, transport facilities, sporting, and fun activities. They are more interested in exploring the lifestyle and people in new areas.

Positioning

Positioning involves the marketing strategy of analyzing the perception of your consumers when introducing the product into the market. In this specific case, the product is Australia, whereas the determined market is the tourism opportunities and experiences for young YIT's. Initially, it was a challenge for young students to travel due to fewer funds and have counseling regarding their travel plans, however, due to the commission policies, this begins to change by cooperation with traveling agencies in United Kingdon, to establish a ground arrangement for YIT's before they leave. The UK partners give Australia a unique position in their tourist market. The Australian holiday is believed to be liberal, and open to accepting lifestyles of other countries easily. The optimistic attitude towards life of Australian people makes it a desirable option for tourist to travel to the country.

Marketing strategies

The ATC's involves consumer market with respect to the tourist as well as trade marketing for organizations. The organization works closely with tour operators as well as the airlines to facilitate the tourist up to the maximum level. They make agreements with organizations that are helping to facilitate the Australian market in the UK. With respect to this, the ATC produces a couple of publications to provide knowledge about Australian travel packages through website Australia.com which provide an annual guide. The corporate website has made it easier for travelers to communicate with agencies. The tourist is provided all the information regarding their holiday in their respective country through different partners of ATC, which work closely with local operators.

Brand Australia

The Brand Australia campaign was introduced in major markets of Europe which supported the positioning process. The Brand Holiday Australia was developed through the campaign to provide travelers information about benefits of Australia's Holiday. It included free-spirited, colorful and optimistic perspective which shows the position of the brand for which it stands. The Brand Holiday Australia promotes marketing through the notion of ‘genuine, open and unpretentious Australia'. These notions are then linked to product benefits of destinations experiences and safe adventures which attract young individuals. It involved a positive image of Australia to the UK students which will increase the chances of their interest in traveling to Australia.

Targeting Younger Travellers

A marketing strategy starts with a clear picture of the target audience. The ATC target population was youth market, who require them to develop a reason for the young individuals to travel to Australia. Students of this globalized world want to explore new places, travel to different cities and interact with people from across the world. however, due to low funds, they are unable to do so. The ATC has provided students with simple visa requirements for their countries and low expenses which encourages the young segment to invest in travel.

Efficient Use of Technology

The ATC has to emphasize on the use of modern technologies to attract international tourist. The process is done through different social media mediums to engage the maximum amount of students and develop their interest in visiting Australia. The use of images to convey a positive image of the country and to provide knowledge about different opportunities has largely helped the organization to reach its targeted population.

Working Holiday Visas

The working visas allow the students to work along with the adventurous trip. While many high school students take a gap year and plan to experience something challenging. The ATC fully utilize the idea and make a specific arrangement for such students. It is believed that due to ATC marketing, students want to take a gap year and go to Australia for internships before admissions in bachelors. Holidays are not only about sightseeing new places but it involves to experience the cultural diversity between different nations CITATION Bro04 \l 1033 (Brown, Chalip, Jago, & Mules, 2004).

Increasing The Market Share In Tourism

The Australian dynamics creates many opportunities for the country to increase its market share of tourism internationally. The opportunity of the Sydney Olympics and the millennium celebrations has increased the international interest of tourist to travel to Australia. The influx of international tourism due to these activities has increased the tourist. It has also significantly increased the export earnings fro tourism as well as the employment generation in the industry. As the increased focus on tourism requires the commission to recruit more personnel in the department. It has encouraged a positive image of Australia in the international community with people loving to engage in Australian lifestyle CITATION Mor01 \l 1033 (Morse, 2001).

Conclusion

The ATC requires to provide training to the local people in order to better respond to the tourists. The local must be well prepared for the new changes and should act responsively. It needs to evaluate the threats and consider effective response policies. Also, it should provide assistance to tourist in learning languages, if they are experiencing difficulties. ATC requires to focus on macro environment and analyze the different factors such as demographic changes, economic concerns, the political role played by representative government. It also includes serious threats to the environment and involves concerns about the protection and sustainability of local resources. The cultural trends in the country are at higher risks which asks for better programs to invest in such policies that the tourist are attracted to local culture.

The ATC has managed to access international tourist, starting from a small scale of targeting young students, it has evolved to developed different segments which cater to the needs of the different population. The commission provides different programs for several age groups which makes it easier for people to fulfill their interest in visiting. By developing partners in the UK through technologies, they have managed to provide in hand information about traveling within their country.

References

BIBLIOGRAPHY Brown, G., Chalip, L., Jago, L., & Mules, T. (2004). Developing brand Australia: examining the role of events. Destination Branding: Creating a unique destination proposition.

Kulendran, N., & Divisekera, S. (2007). Measuring the economic impact of Australian tourism marketing expenditure. Tourism Economics, 13(2), 261-274.

Morse, J. (2001). The Sydney 2000 Olympic Games: How the Australian tourist commission leveraged the games for tourism. Journal of Vacation Marketing, 7(2), 101-107.

Waitt, G. (1999). Naturalizing the ‘primitive’: A critique of marketing Australia's indigenous peoples as ‘hunter‐gatherers’. Tourism Geographies, 1(2), 142-163.

Weber, K., & Ladkin, A. (2003). The convention industry in Australia and the United Kingdom: Key issues and competitive forces. journal of Travel Research, 42(2), 125-132.

Subject: Marketing and PR

Pages: 9 Words: 2700

Assignment

Assignment

Hussain Almohamedhusain

Marketing and PR

1. Competitive Analysis porters 5 forces

These forces influence the strategy of any entrepreneur who wants to enter a market. The five forces are

1. “The threat of new entrants”

The threat from new firms entering the market is determined by the level of barriers that new companies face when entering the industry. The lower the barriers and the greater the number of firms that can organize production, the tougher the competition will be and the harder it will be for the existing market players to survive. Until recently, Apple implemented the trade-in program only in countries where the company has Apple Store branded stores.

2. “The threat of substitute products”

The share of Apple in monetary terms, according to Telecom Daily, was 29.7 percent, while the share of Samsung’s closest competitor was 32.8 percent, the analyst said. In her opinion, Apple will not be easy to press the South Korean manufacturer, which has long been present in the cheap market segment.

3. “The bargaining power of suppliers”

In the Svyaznoy network, the discount rate for the new iPhone under the trade-in program depends on the model of the old smart phone being handed over and can reach several tens of thousands of rubles. In re: Store stores, the discount can be up to 30 percent, depending on the I Phone model. According to Semushinoy, specially installed software checks the phone and sets the discount level. I Phone is checked for growth and for internal damage.

4. The bargaining power of customers

Customers hold significant power and directly influence a company's strategic choices. As part of the customers' bargaining power, we can mention the following levers: the price of the products, the availability, the requirements of volumes and yields and the degree of dependence on the distribution channels.

5. The intensity of competition

It is clear that to afford to successfully apply the methods of lowering the price, which still remains quite high, not every brand can: after all, the strength of the Apple brand in this case is very high. However, the overwhelming majority of business models make it possible to significantly expand the boundaries of the income obtained by including in the pricing strategy those categories of buyers who are willing to pay less.

2. Segmentation Target market

Apple, now a well-known company, is not alone in the market, although on the range of products it offers; it sometimes dominates its competitors in relation to market share. Some may be considered non-existent because they cannot afford to overtake Apple but some can dangerously get closer to their goal: Successfully eat Apple. Because of the number of companies considered as "competitors" of Apple, it is favorable to classify them by type of product. There are six main activities with flagship products can be selected and adapt precisely to the various categories of users:

CPU

Laptops

Walkman & Gadgets: iPod, PDA

Apple Vision monitor

DSP Mac operating system, I Movie, I Works, Garage Band

Online Services: Online Store: App Store (Apple Store) and Music Store (iTunes).

Apple's choice As every business has to adapt to the country in which it wants to establish itself, the best-known example is the Mac Arabia of Mac do. There are numerous criterions that come into play, such as:

geographical criteria

economic social criteria

criteria of the purchase or consumption situation

Apple is, we can say, a very commercial company: it takes into account the demands of its customers and makes sure to satisfy them as much as possible. Some examples can demonstrate this. First, in 2003, 2 years after the launch of the first iPod, the complaints multiplied because the battery of their walkman was no longer effective after 18 to 24 months. To be forgiven, Apple offers its first customers a $ 100 discount on their next purchases, at Apple of course. Apple listens to its customers to satisfy them as much as possible and to remain their benchmark for the supply of multimedia products.

3. Pbs Generation like worksheet

The Apple TV is a device designed by Apple that allows wireless communication between a computer and a TV. It has been available since the end of March 2007 in its first version. The device looks like a Mac mini, although it's only halfway up. It communicates over a wireless network or Ethernet, with an iOS device, or with a computer through the Airplay protocol included in iTunes , allowing you to stream video and audio content to the TV via possibly an audio-video amplifier.

Hardware Update

In September 2010, Apple unveiled version 2 of its Apple TV at the same time as the update of the 3 iPod models (shuffle, nano, and touch). In early March 2012, the third version of the Apple TV is revealed by Apple along with the third generation of iPad. This new version takes exactly the physics of the previous one but includes video in 1080p and embeds an A5 processor, the same as the iPhone 4s and the iPad 2.

On the software side, the Apple TV works with a modified version of iOS, the same operating system as the iPhone. In September 2015, Apple announced the 4th generation of its multimedia box, which is a profound change compared to the Apple TV 3. Accompanied by a new remote with touchpad, Siri Remote, Apple TV 4 has the A8 processor, connectivity and storage capacities reviews. It is especially the first Apple TV to run on tv OS which, in addition to a completely revised interface, allows downloading apps, games music.In September 2017, the fifth version, the Apple TV 4K is unveiled. It is a small evolution of the previous one, mainly adding a newer processor and support for the 4K.

Siri Remote and Apple Remote

"The Apple Remote allows you to fully control your music, photos, videos, and DVDs, no matter where you are in the room. “Designed specifically for the new Apple TV, the Siri Remote lets you control everything from a distance. With Siri, you can use voice commands to find your favorite programs.

Conclusion

The success of Apple gave her not only widespread popularity around the world, but also the duty to keep the brand. In other words, the usual business for many people has been supplemented with a kind of show business where it is important not only to create and produce a quality product, but also to be able to work with the public. As a rule, such recommendations are primarily related to trends in the industry. Of course, Apple never ignored them, but to do so, as everyone expects is clearly not in the "apple" style.

Recommendations

Apple Legendary Computers

Apple could expand the platform and secure a reputation as a technology innovator. But of course, nobody did anything. At the very least, the decision on the possibility of licensing Mac OS by other companies for the production of iron, was canceled in 1997, when Steve Jobs returned to his post.

Apple should release I Phone

Today, the iPhone is 7 years old. That was the statement made by a DSL Reports Cortland forum member on February 28, 2005. In his opinion, this step would help increase sales of Mac computers. Less than two years have passed since the recommendation to enter the smart phone market, before Apple decided to please us with its new device called the iPhone . And, as we know, she did it for good reason, because the device not only helped boost Mac sales, but became the company's main product.

Apple must adopt the online version of Google Voice

The company took a more relaxed course here and approved the Google Voice application. The case of the Federal Communications Agency investigation has forced Apple to stop rejecting applications solely on the basis of competition.

Apple should announce Mac touch computers soon

Mac book touch Microsoft and Google are actively developing touch screen computers, and therefore Apple needs to personally change market trends before others have done so.

Bibliography

Porter ME. The five competitive forces that shape strategy. Harvard business review. 2008 Jan;86(1):25-40.

Wonglimpiyarat J.Technology strategies and standard competition—Comparative innovation cases of Apple and Microsoft. The Journal of High Technology Management Research. 2012 Jan 1;23(2):90-102.

Peter JP, Olson JC, Grunert KG. Consumer behaviour and marketing strategy. London: McGraw-Hill; 1999.

Apple TV. Apple TV. system. 2015 Nov 16;1(3.0):2.

Subject: Marketing and PR

Pages: 4 Words: 1200

Assignment 3

[Name of the Writer]

[Name of Instructor]

[Subject]

[Date]

Marketing Assignment

The term brand equity refers to the perception of the consumers regarding the brand name associated with the brand or a product rather than the product itself. The company that I have chosen is Ikea. If we study the brand equity pyramid from the perspective of the customer, we can analyze that this company is furniture retailer. They belong to Scandinavia. Their image is that of pocket friendly and versatile furniture maker. They are furniture leaders with low priced products. They provide welcoming layout, they are socially accepted. They however provide low attachment to the customers.

The brand extension idea suggested is children clothing. The reason behind it is that the company is already providing a product line for kids. Thus it will be well aware of the needs of this segment. It will be easier for the company to extend its brand for a segment for which it is already providing some products.

The product chosen is mobile devices little helpers. The core value of this product is the ease of use and the facilitation that they provide to the customers. This product is chosen because it is a dily life product and is easy to use and assess.

The product chosen is at the growth stage. The potential of growing further is higher. This is because the products with which they are used continue to develop as well

The users of the product chosen are direct response customers thus the company should use the narrow style of target marketing. However this approach may have to be changed to cover a bigger portion of customers at a single platform.

The value proposition of the product selected is the facilitation provided by the selected products. This is because this feature makes the product more attractive to the customers.

Current price of the products vary from $ 3 to $ 15.

The company is using penetration pricing strategy. The reason behind choosing this strategy is that all over the advertisements the company has mentioned the lower prices charged. This strategy is also used to beat the competitors out of the market.

It is a pricing tactic that assumes that certain prices seems lower than the others to a simple human mind. The example can be quoted of a product being sold at $ 9.99 rather than a whole $ 10. This is because the conventional human mind thinks that the price is single figured. This strategy assumes that the humans read the prices starting from the left most digits. Thus a single digit lesser is perceived as reasonably priced.

Subject: Marketing and PR

Pages: 2 Words: 600

Axing A Beloved Prairie Home Companion

Assignment

Lindsay Douglas

[Institutional Affiliation(s)]

Author Note

Answer of three questions

Axing a Beloved Prairie Home Companion

Answer 6.11

There should be no doubt that Minnesota Public Radio did what was right, but there are certain in the information provided by them. For one, a show this famous should have done there press conference well before the news of their lead star being dismissed started to go public. They should have tried their level best to keep the story under wraps until the time was right. Another thing that they did wrong is that they would have thoroughly explained to the people why they are firing their best man, as it is most knowledge that a star is always treated as a public property.

Answer 6.12

Had Garrison Keillor hired me to defend him in court, I would have stressed two points. First, the matter must be thoroughly investigated by a third-party detective so that it may be cleared that this is not a move to defame him. This is a possibility since many cases registered in #Metoo had also been false accusations as well. Second, I would have advised Mr. Keillor to seek an out-of-court settlement, as he had already given a written apology that had been accepted, and it could have disastrous consequences if it is proven otherwise in front of the judge.

Answer 6.13

Given had many lives are ruined by this movement, it would not surprise anyone that Garrison Keillor's bright career is ruined after these accusations. Regardless of the fact of the court's verdict, Keillor's life could never be the same again. There will always be a section of the public that will hate him and say that he has somehow influenced the court to declare him innocent. Such has also happened, even in a third world country, like Pakistan where men are considered traditionally more powerful by law than women, yet many false accusations have ruined several careers CITATION Afz19 \l 1033 (Afzal, 2019). So, this stain will always be left on the career of the great star.

References

BIBLIOGRAPHY Afzal, A. (2019). The woman apologizes for falsely accusing Ali Zafar for harassment. Islamabad: Business Recorder. Retrieved from https://www.brecorder.com/2019/09/24/523872/woman-apologises-for-falsely-accusing-ali-zafar-for-harassment/

Subject: Marketing and PR

Pages: 1 Words: 300

“Marketing Theories And Practices Between The 1950s And The 1980s Were Largely Consistent With What Can Be Described As A Transactional Paradigm”;

Marketing theories and practices between the 1950s and the 1980s were largely consistent with what can be described as a transactional paradigm

Name of the Writer

Name of the University

Marketing theories and practices between the 1950s and the 1980s were largely consistent with what can be described as a transactional paradigm

Introduction

Trends change with the passage of time, taking into account the need for change that can help to address the facts and figures of the market. There has been a shift in the market with the passage of time in the form of theories. Different theories are introduced in different sections of time. These theories are in the form of differentiation theory of marketing, the theory of marketing mix and the analysis of relationship management (Egan, 2008). Historical contexts have highlighted that in the beginning, market theories were introduced to address the social issues, such as social dilemmas and the economic aspects. Different theorists have highlighted that the aim of marketing theories was to address the methods and the products by aligning them with the requirement of people and the set population. The initiation of theories can be traced back to 1950 when different approaches were introduced to address market issues and with the passage of time, these theories developed into the principles that were used for the analysis of market trends and issues (Solomon, 2009).

Analysis of market theories

This theory was introduced by Levitt in 1980. According to this theory, all goods and services are differentiable. Taking into account the usual presumption that is more towards consumer goods rather than that of industrial services and goods, differentiation is the code of conduct. All the determinants of the market, ranging from producers, fabricators to the agents and merchants are all adhering to the code of differentiation (Levitt, 1980, pp. 83-91). Differentiation is applicable to all the goods and services ranging from commodities to that of generic products, where generic products are undifferentiated. Differentiation is primarily concerned with the role of management, where a company manages its market with the help of differentiation. It is more applicable to brand management and product management because of the overall advantages that are demonstrable. It is found that the companies that adjust and manage products with differentiation are more towards advantages and productivity. It is found that the national brands try to adjust their products through advertising and promotion in order to create a pull, where retailers and wholesalers can help to create a pull (Levitt, 1980, pp. 83-91).

It is highlighted that marketing success through differentiation is one of the approaches that can help to enhance the socioeconomic factors because when there is a competition, differentiation can address the trends of push and pull the market in a far better way as compared to a traditional strategy.

Marketing Mix is a theory that was introduced by Gronoos in 1994. Marketing mix management is a paradigm that has dominated the schools of thought associated with the market along with an introduction of values that can support the basic idea of the market (Gronroos, 1994, pp.9-29). The marketing mix comprises of 4 Ps and it became one of the indisputable paradigms within academic research that is associated with marketing. The four P of this theory highlights product, placing, price, and promotion. All these Ps are the code of market because market starts with the production of something that is eligible for becoming the product of the market and ends at the promotion where different other markets and domains are found to be interested in the purchase of the good. Also, it is home to the general marketing theory that is meant for practical purposes. There is a clear approach to social and economic context because socially relevant product is one of the epitome of the successful market and placing of the product is also associated with the production of the source or product. It is important to note that the stance of the market is directly associated with the approach of the market in terms of the societal factors such as normative values (Gronroos, 1994, pp.9-29). If a product is not analyzed and placed in accordance with the four Ps, then there are rare chances of countering any kind of cliché and set back. Also, four Ps is a tool that can help to get the maximum of the market because of these Ps act as the major and prime principles for the evaluation of the stability of the market.

Relationship management is the third type of marketing theory that can be used to address the approach of progression in the market. It is evident that services and technology act as a prime base for the evaluation of the market, then the economy and then the representation of the company so it is necessary to undergo an understanding of relationship management. This relationship refers to the relationship between a seller and the buyer and also with the one with whom a sale is made. All the dynamics of the market are primarily associated with that of services and products along with a stream of transactions that exists between seller and buyer (Gronroos, 1994, pp.9-29). The sale is directly found to consummate with the courtship, at which there is a point of taking some serious advantage. The relationship is directly associated with that of the relationship that exists between the two parties. Here, relationships of the market are similar to that of the relationship between husband and wife. It is also highlighted that the future of the market is directly associated with intense business relationships in the market that are affecting all the aspects of the market. It is also highlighted that the industrial setting nowadays is directly affected and affects the ratio of relationship that exists between people and marketers.

This relationship is to be dealt with great care in terms of the socio-economic context. It is evident that there would be no approach to the market if the relationships will not be objective oriented. Also, the fact of buying changes the dynamic of the market relationships. It is also important to note that their healthy relationship maintains the preferable expands between the market that is guided by the equity and equality of the product values. If there would be good and positive relationships, there are more changes in the expanded market.

It is highlighted that the marketing theories and practices between 1950 and 1980 were largely consistent with the transactional approach, taking into account the universal approach to market that is guided by give and take. Transactional approach to market assert that there should be an appropriate ratio of giving and take between different elements of the market, the more debt goes unpaid, there would be an increased tension (Solomon, 2009). This approach is found in almost all the theories where the basic notion to market is the measure of association between different elements of the market. Taking into account the marketing mix, if one of the elements is highlighted or suppressed there would be no productivity in the market (Witkowski, et al. 2016. pp.399-418). It is observed that if there would not differentiation in the market then there would be a more complex scenario in which the elements of the market will be downsized. Also, If the broader perspective is analyzed, the transactional approach is applicable to all the relationships as well that in any way affect the market. The market is itself derived from the model of exchange that is based on the exchange of goods which are the output of the market. A dominant and positive logic highlights that a market can only evolve if its elements are not in place or guided by the coexisting relationship. Within the past few years, there is an emergence of new trends and logics that can be guided by a revised logic, adhering to the relationship, coercive logic, and intangible resources. It is believed that the new perspectives are the converging trends that can help to form a dominant logic for marketing in which one is more towards social exchange and the attribute of a market that can help with long-term goals (Sridharan, et al. 2017. pp.323-340).

The evaluation of the current market can be traced by the implementation of a transactional approach through which one is more into the productivity of the market (Eisend 2015. pp.23-40). The concepts such as a marketing segment and challenges of the market are al analyzed with the help of these marketing theories. Without these marketing theories, there would not be a just and dynamic approach to the traditions of the market because of the facts and figures that get dominant with the passage of time. Without the four Ps pf market, there would not be a critical insight into the element of the market. These 4ps highlights the strengths and weaknesses of the market by increasing the analysis of social and economic factors (Eisend 2015. pp.23-40).

Conclusion

In conclusion, it can be said that there has been a lot of changes and shifting in terms of market trend, taking into account the different aspects and formation of theories that are used for its analysis. It is also highlighted that these theories have contributed greatly to the facts and figures that are associated with the market along with a critical insight into the approached that can be used to address the market trends and statuses (Baker 2016, pp. 25-42). In a nutshell, the market is a domain that is enriched and empowered with the help of different theories because each of the theories has promoted a different code of conduct and different vision of analysis that can be proceeded by the analysis of the platforms. Also, this shift has played a great role in addressing market challenges, ensuring success and progress.

References

Egan, J., 2008. Relationship marketing: Exploring relational strategies in marketing. Pearson education.

Gronroos, C., 1994. From marketing mix to relationship marketing: Towards a paradigm shift in marketing. Asia-Australia Marketing Journal, 2(1), pp.9-29.

Levitt, T., 1980. Marketing success through differentiation-of anything (pp. 83-91). Graduate School of Business Administration, Harvard University.

Levitt, T., 1983. After the sale is over... Harvard business review, 61(1), pp.87-93.

O'Malley, L. and Patterson, M., 1998. Vanishing point: the mix management paradigm re-viewed. Journal of Marketing Management, 14(8), pp.829-851.

Solomon, M.R., 2009. Marketing: Real people, real decisions. Pearson Education.

Witkowski, T.H. and Jones, D.B., 2016. Historical research in marketing: literature, knowledge, and disciplinary status. Information & Culture, 51(3), pp.399-418.

Sridharan, S., Barrington, D.J. and Saunders, S.G., 2017. Markets and marketing research on poverty and its alleviation: Summarizing an evolving logic toward human capabilities, well-being goals and transformation. Marketing Theory, 17(3), pp.323-340.

Eisend, M., 2015. Have we progressed marketing knowledge? A meta-meta-analysis of effect sizes in marketing research. Journal of Marketing, 79(3), pp.23-40.

Baker, M.J., 2016. What is marketing?. In the Marketing Book (pp. 25-42). Routledge.

Subject: Marketing and PR

Pages: 5 Words: 1500

B9 Beverage Case5

B9 Beverages case study #5

Background

The B9 case portrays managerial and strategic issues that an organization faces in this case study. B9 Beverages need to resolve their issues for progress and to maintain a competitive position.

Analysis

How could getting a brewing license from India affect Bria’s Marketing Process?

How state import license and Market Segmentation played a part in this case?

Does B9 need to focus on logistics rather than on product development?

Recommendation

License is necessary to set up a brewery in India, but due to political, and bureaucratic pressures, it is challenging to get brewery licenses. It is significant to have legal clearance before formal setup. For example, in this case, more than 80 unlawful microbreweries are working efficiently. (Financial Times, December 28, 2016).

Market segmentation is essential for developing a new product. Licensing and brewpubs were struggling to get achievement need market segmentation. Cross-border transport of beer turns out to be an extremely incumbering practice for small brewers. For example, a brewer carrying to Delhi would have to suffer a procedure that includes labeling each bottle by hand earlier, producing a bar code for every carton. Demographic fundamentals can divide the market into groups by using variables, such as gender, age, family size and family life cycle, income, education, occupation, and religion. Demographics are one of the most popular segmentation basics for user segmentation because the needs, wants, and rates of user usage are often different according to their demographics.

Every market and target group has discrete features. This recommendation is that the business can join well with diverse target groups in multiple markets. Mostly, time and effort used in establishing the supply chain, so restraining the time, they could have dedicated to product progress grounded on the customer.

Subject: Marketing and PR

Pages: 1 Words: 300

Bacardi Commercial

Name

Teacher Name

Subject

Date

Positioning of Bacardi

As a company that is selling only one product, it focuses on the premium segment of the market. The company aims to be the number one in spirit brands in the world. The company is positioning its product as a high-end consumer product. Another aspect of this company is that it deals in only one product that is Bacardi rum which provides it ample opportunities to cater to its specific customers’ demands. The psychographic segmentation is done when a company wants to make an image in the minds of its customers. In the video, we see people dancing in a club which means that the company is targeting the elite class that goes to clubs. Along with the elite class, some people also go to the club out of their lifestyle so company is also using the lifestyle as a base for segmenting markets. The personality of the brand is shown as being on a higher end because it is being sold in the elite clubs and bars. Another base for segmenting in this group is the interest, hobby or attitude of a person. There will be a certain number of people who will visit club out of their hobby of dancing or drinking. Social status is also a base for segmenting market in psychographic group which means that the product is meant for a particular class of society which is the elite class in this scenario. The company also assesses the loyalty of its customers under this group, there is a possibility that some people may have come from far away just to enjoy their favorite rum CITATION Dir19 \l 1033 (Directive group). This aspect takes time to develop but it can certainly be a part of product offered by Bacardi. Using all these bases have allowed the company to target its customers in an effective way and improve its brand personality.

Work Cited

BIBLIOGRAPHY Directive group. "https://www.directivegroup.com/digital-marketing/strategy/market-segmentation/psychographic." n.d. https://www.directivegroup.com. 8 November 2019.

Subject: Marketing and PR

Pages: 1 Words: 300

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