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MKTG 332 Dropbox 1

MKTG 332 Dropbox 1

Student’s Name

Institution

Q1: If you were candidate Trump’s public relations advisor, how would you have advised him to modify his approach?

The approach used by candidate Donald Trump was more abrasive and regarded as divisive. It made several politicians and especially the liberal accused him being racist and therefore, his presidency would divide the country right in the middle. The public relations (PR) used by Trump strategically played a critical role to his election and therefore, he made a good case that majority of American voters bought. However, if I were his PR advisor I would have advised him to be less abrasive, and divisive to appeal to independent voters. It would have been better to present himself to the American people as pro American values to put America first which definitely worked well for him. The public should always be told the truth and therefore, I would have advised candidate Trump to run the election based on the truth rather than lies. Most of the lies said by candidate Trump made him to lose touch with several quarters of the public. I would have also advised candidate Trump to be consistent. It is evident that Trump was not consistent and truthful during the campaign period and this could have caused him the presidency.

Q2: What public relations strategy would you have suggested Trump follow in competing with Hillary Clinton?

The best strategies I would have suggested for Trump are media relation and social media. The key goal of election is to win the voters and get elected and therefore, with effective media relation and social media strategy, it is easy to convince the voters. It would be advisable to link social media platforms such as facebook, twitter and instagram with all the news outlets to ensure that all the briefings stream live to the public. The strategy is to dominant the news outlet to ensure that the voters are discussing candidate Trump most of the times. This is because news articles and other communications make major political public relations. The storyline and other media shape the minds of people and create constant political discussion and dominating these channels would give a candidate an advantage in the market. Therefore, I would have advised candidate trump to use media relations such as TV, radio and social media as the best strategy for public relation.

Q4: As press secretary, had you been Sean Spicer, what would you have done after the President asked you to talk about the size of the Inauguration Day crowd?

Although the President wanted to show that many people watched his inauguration, it was not wise to lie about the crowded attended the inauguration at the capital. If I were the press secretary, I would talked about the crowd attended the inauguration ceremony honestly and the number of people who watched or followed it through the TV and other medias. It would have been better to point out that many people attended the inauguration at the capital but millions of America followed the process through their TV based on the data.

Q5: With his presidency now well along, what public relations advice would you give President Trump for the future?

With the presidency along, I would advise the president to focus on his achievement to ensure that the American people understand most of the things he has achieved since elected the president of the United States. It would also be appropriate to continue to use the media, and social media to talk about the gains and some of the promises yet to be achieved. The time is not for whether he has been a good business leader but the success of his presidency. It would be better to be less abrasive and divisive to ensure that independent and less liberal people could come on board to support his second term bid.

Subject: Marketing and PR

Pages: 2 Words: 600

MMGP #4-Carter

MMGP #4-Carter

Student’s Name:

Institutional Affiliation:

MMGP #4-Carter

Question 1

Introduction

The understanding of the behavior of the consumer begins with the stimulus-response model. Environmental and marketing stimuli enter the consciousness of the consumer and set the psychological processes that combine with specific characteristics of the consumer resulting in the purchase decisions and decisions process (De Mooij, 2010). The task of the marketer is to comprehend what occurs in the consciousness of the consumer between the arrival of the external marketing stimuli and the final buying decision. The four main psychological processes which influence the responses of the consumer to purchase the Uber service include memory, learning, perception, and motivation

Motivation

People have different needs every time with some of them being biogenic, that is, they arise from psychological states like discomfort, thirst or hunger. The other requirements are psychogenic meaning that they emerge from the mental conscious like the need of belonging, esteem, and recognition (De Mooij, 2018). The need becomes motive after it is aroused to the adequate intensity level to make one act. A motivated individual is prepared to act dependent on how he or she is influenced by the situation perception. People are motivated to use the Uber services by making it affordable and reliable.

Learning

When people act they learn. Education encourages changes in behavior that arise from familiarity. Most behaviors of the human being are learned even though most of the learning is incidental (De Mooij, 2010). Learning philosophers believe that learning is created via the interplay of reinforcement, responses, stimuli, and drive. The drive is the primary internal stimuli that compel action. Consumers are taught of the Uber services through advertisement, and this will create incentives to make the consumer use the Uber services.

Emotions

The response of the consumer is not just rational and cognitive, however most might be emotional and appeal different types of feelings. The products and brand might make the consumer excited, confident and feeling proud. The use of the Uber services is advertised in such a way that those who do not have aces to personal cars will want to use Uber. The advertisement might create feelings of wonder, disgust or amusement (De Mooij, 2010). Marketers have recognized the emotional appeal power mainly when they are rooted in cool or functional features of the brand. A brand that is an emotion-filled has been proved to trigger the desire of people to tell others the thing concerning a brand through online or word of mouth. Companies provide their communication with a strong appeal to engross consumers in the brand stories.

Memory

The Cognitive psychologists define the short term memory are the limited and temporary information repository while the long term memory as the essential and permanent unlimited repository. All the experience and information we encounter through life is stored in the long term memory (De Mooij, 2018). Uber service is created in such a way that is cheap and easy to access it. When the customers have the first experience with Uber, it is stored in the long term memory, and when they need transportation services later, they will select Uber.

Conclusion

In conclusion, the four main psychological processes which influence the responses of the consumer to purchase the Uber service include memory, learning, perception, and motivation. People are motivated to use the Uber services by making it affordable and reliable. The use of the Uber services is advertised in such a way that those who do not have acess to personal cars will want to use Uber. When the customers have the first experience with Uber, it is stored in the long term memory, and when they need transportation services later, they will select Uber.

References

De Mooij, M. (2018). Global marketing and advertising: Understanding cultural paradoxes. SAGE Publications Limited.

De Mooij, M. (2010). Consumer behavior and culture: Consequences for global marketing and advertising. Sage.

Question 2

Introduction

Some companies have done well in the international market including Uber for years. Global competition is increasing because of the new companies are introducing their products in the worldwide stage. Most firms prefer to remain in the domestic if the domestic market is enormous (Kotler & Keller, 2016). The companies workers will not need to learn new laws languages deal with the volatile currencies face legal and political uncertainties or redeveloping the services to favor the different expectations and needs. To venture into a foreign country, Uber requires tapping the global consumer needs and values. The most likely modes of global market entry of Uber is direct ownership and joint venture

Direct ownership

The main form of the international involvement in business is direct ownership. Uber can pay full or section of interest in the local company to establish its transport delivery facility. If the market is big enough, the direct investments provide advantages that are distinctive (De Mooij, 2018). Firstly, Uber will secure the cost economies via government incentives. Secondly, the Uber will improve its image in the host nation since it creates new jobs. Thirdly, Uber depends on its association with the customers, drivers, and government will promote better adaptation of its services to the country. Fourthly, Uber will retain full control over the investment and can create marketing policies which serve its long-term global goals. Fifthly, the company makes sure that it has access to the market when the host nation maintains that the local services need to have domestic content.

The primary constraint of the direct investment is that Uber exposes the more significant risk investment like expropriation, worsening markets, devalued or blocked currencies (Kotler & Keller, 2016). When the host nation needs high severance payment for the local employers, closing or reducing operations will be expensive.

Joint venture

Factually, overseas investors come together in the joint venture whereby they share control and share to attain more technological and geographical markets and diversifying risks and investments. Uber views the joint venture as a powerful strategic tool. Joint venture might be desirable and necessary for political and economic reasons (Kotler & Keller, 2016). Uber might lack managerial, physical and financial resources to be involved in the experiment alone or the host nation might need joint ownership before entry.

Joint ownership has disadvantages which include that the partners may disagree over policies, marketing or investment. One may want to invest the earnings for growth while the other party will want to proclaim more dividends. The other disadvantage is that joint ownership might prevent the multinational firm from conducting some specific marketing policies on a global basis (De Mooij, 2018). The partnership value could extend beyond the increases access and sales to the distribution. Partners in the excellent relationship share the brand values which assist in the maintenance of consistency of brand across the markets. For instance, Uber’s commitments to service standardization are among the reasons as to why the services are same all over the world.

Conclusion

In conclusion, the most likely modes of global market entry of Uber are direct ownership and joint venture. In the direct ownership, Uber can pay full or section interest in the local company to establish its transport delivery facility. In the joint venture, firms control and share the market to attain more technological and geographical markets and diversifying risks and investments.

References

De Mooij, M. (2018). Global marketing and advertising: Understanding cultural paradoxes. SAGE Publications Limited.

Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Boston, MA: Pearson Education Inc.

Subject: Marketing and PR

Pages: 4 Words: 1200

MMGP #6-Question 6

Uber’s New Product Screening Process

Student’s Name

Institution

Date

Uber’s New Product Screening Process

The screening of a new product in the organization illustrates a change altogether. In this regard, the firm requires having in place a decision that it will not regret. In addition, a form wants not to ignore a decision option that would be beneficial. Uber aims at making the best decision that could enhance more competitiveness in the market (Powers, Rinefort & Jain 2016). The role of screening is to ensure that the decision made and the product adopted solves certain problems of the firm. There are various factors that need to be assessed in determining the effectiveness of a product.

The communicability and believability of a new product need to be determined. In this regard, the firm requires communicating the benefits that the firm could get by adopting the new product. The need level also needs to be determined. In this case, one considers if there is a problem the firm faces that the product could solve effectively (Johnson, Friend & Lee 2017). It is also important to determine if there is a need gap. This means if there are other products that solve the problem halfway or the gap readily present. The perceived value needs to be determined at the screening process. In this case, the price of the product ought to be higher than the cost incurred to create it. Other factors to consider include the purchase option as well as the target customers.

In regard to the Uber new product, the above factors play a major role in the final decision. The new product screening process enables Uber to adopt a product that solves a specific problem (Morgan 2014). This way, it could meet the demands of the customers in the market and therefore promote profitability. Communicability, perceived value, user targets and gap level are mandatory considerations.

References

Johnson, J. S., Friend, S. B., & Lee, H. S. (2017). Big data facilitation, utilization, and monetization: Exploring the 3Vs in a new product development process. Journal of Product Innovation Management, 34(5), 640-658.

Morgan, H. (2014). Venture capital firms and incubators. Research-Technology Management, 57(6), 40-45.

Powers, B. W., Rinefort, S., & Jain, S. H. (2016). Nonemergency medical transportation: delivering care in the era of Lyft and Uber. Jama, 316(9), 921-922.

Subject: Marketing and PR

Pages: 1 Words: 300

MMGP #6-Question 9 & 10

MMGP #6-Question 9 & 10

[Name of the Writer]

[Name of the Institution]

MMGP #6-Question 9 & 10

Uber’s Distribution Strategy:

Uber was launched in 2009 into the taxi industry. It changed the old concept of taxi service and transformed the consumers view of private transportation. Uber created the world's biggest taxi network, and connected the riders by providing reliable, safe, and convenient transportation at a reasonable rate. In the market many firms are not linked with the customer directly; instead, intermediaries play their role to perform the company's function. In the case of Uber, there is no direct contact with the consumer instead of intermediates that are drivers, and internet application plays its function. Driver or Captain underplays the role of facilitator because they do not take title to the service nor negotiate transportation rates with the customers.

Uber is a multi-national company. It has excellent brand loyalty in the market. Therefore, it uses a pull strategy to enhance its value. Through pull strategy uber service invests their money into the promotion, advertisement, and various form of communication. For example discount package linked with different events are introduced which help to gain the loyalty of the customers. Uber gives different discount packages as well. Promotions and advertisement are not through the print media, but social media play a vital role, as well as posters at the famous locality of the city, are some of the market pull strategies of the service. Uber service depends on pull strategy as it is more effective when to perform through well executed and well-designed manner and in result it is actively increasing the demand of the consumer ADDIN ZOTERO_ITEM CSL_CITATION {"citationID":"YDakVjXS","properties":{"formattedCitation":"(Miller, n.d.)","plainCitation":"(Miller, n.d.)","noteIndex":0},"citationItems":[{"id":226,"uris":["http://zotero.org/users/local/rVaVAHaF/items/LU65XAAA"],"uri":["http://zotero.org/users/local/rVaVAHaF/items/LU65XAAA"],"itemData":{"id":226,"type":"post-weblog","title":"(2) New Messages!","abstract":"Uber's marketing strategy depends on 7 different tactics, from best referral programs to partnerships to customer loyalty to stunts","URL":"https://www.annexcloud.com/blog/ubers-marketing-strategy-in-7-steps/","language":"en-US","author":[{"family":"Miller","given":"Grace"}],"accessed":{"date-parts":[["2019",2,28]]}}}],"schema":"https://github.com/citation-style-language/schema/raw/master/csl-citation.json"} (Miller, n.d.).

Uber service also adapts push strategy to increase consumer demand in the new countries especially Asian countries. They have introduced the uber female driver for the female customer to carry and promote the service in an effective manner. We can say that uber service depends on both pull strategy as well as push strategy but Pull strategy is a more effective strategy for the service.

Channels used to distribute Uber's services:

Uber does not sell its service directly to the consumer and intermediates that constitute the marketing channel performing its role. Through the Uber online application, Uber customer contact books the ride and intermediate that is the drivers provide them transportation service. Therefore, we can say that Uber service is using multichannel marketing as there are two intermediates i.e online application and drivers. These are the primary channels of the uber service without which service cannot be processed.

Besides these other channels that are used by the uber service include Telemarketing. Telemarketing is the channel through which uber provide promotional videos on social sites, for example, Facebook, Youtube, and Net Flix. Adding more and more channels providing uber service three major benefits. Firstly, multichannel marketing enables uber service to increase the coverage of the market. Secondly, it lowers the channel cost, for example, it was difficult to book a cab or even find out the cab, but through uber service, the customer can book a cap through online application while sitting at home. Lastly, it enables service to do more customized selling, for example, uber introduced different discount vouchers linked with the events or places where customer go on discount by using uber's packages ADDIN ZOTERO_ITEM CSL_CITATION {"citationID":"jgvlOs0g","properties":{"formattedCitation":"(\\uc0\\u8220{}Distribution Channels in Marketing,\\uc0\\u8221{} 2014)","plainCitation":"(“Distribution Channels in Marketing,” 2014)","noteIndex":0},"citationItems":[{"id":227,"uris":["http://zotero.org/users/local/rVaVAHaF/items/FUZHI33F"],"uri":["http://zotero.org/users/local/rVaVAHaF/items/FUZHI33F"],"itemData":{"id":227,"type":"webpage","title":"Distribution Channels in Marketing","container-title":"Marketing MO","abstract":"Distribution channels in marketing are a key element of your entire marketing strategy. A distribution channel helps you expand your reach & grow revenue.","URL":"http://www.marketingmo.com/strategic-planning/how-to-develop-your-distribution-channels/","issued":{"date-parts":[["2014",1,10]]},"accessed":{"date-parts":[["2019",2,28]]}}}],"schema":"https://github.com/citation-style-language/schema/raw/master/csl-citation.json"} (“Distribution Channels in Marketing,” 2014).

Uber is also investing in promoting its service through partnership. For example, Uber investing in international cricket leagues and different series to promote its services. Uber is implementing on its marketing channel and strategies successfully. Feedback option and customer service playing its role to increase the demand by getting the loyalty of the customers. Uber service makes sure to satisfy their customers to maintain the market position. Therefore we can say that Uber positioning is to evolve the moves of the world by making cities more accessible through a quick and efficient service.

References

ADDIN ZOTERO_BIBL {"uncited":[],"omitted":[],"custom":[]} CSL_BIBLIOGRAPHY Distribution Channels in Marketing. (2014, January 10). Retrieved February 28, 2019, from http://www.marketingmo.com/strategic-planning/how-to-develop-your-distribution-channels/

Miller, G. (n.d.). (2) New Messages! Retrieved February 28, 2019, from https://www.annexcloud.com/blog/ubers-marketing-strategy-in-7-steps/

Subject: Marketing and PR

Pages: 2 Words: 600

MMGP #7-Question 6

MMGP #7 – Question 6

[Name of the Writer]

[Name of the Institution]

MMGP #7 – Question 6

Discuss the use of social media in the marketing of the Uber Taxi Service. (Ch. 21)

Over time, social media is becoming an essential part of life especially for online social websites, applications. Social media build loyalty and trust with its customers to boost their business. Use of social media doesn't mean that you just hung up on technology. It focuses on how you can communicate with people, spread your business more efficiently. Social platforms help customers give awareness about your brand. Uber taxi service started in 2008. Uber’s co-founders are Garret Camp, and Travis Kalanick Uber has been operating in 58 countries with a rough estimate of US$ 66 billion (Kotler, & Keller, 2016). It has expanded its branches in 581 cities. On the very first note, they build apps for the services, so customers don't need to go to Uber’s office to book their ride, they only use social media app and schedule their trip. Uber is the first taxi service that provides a social app to book their ride.

Uber taxi app it was first launched on the iPhone then later on android and blackberry. Through social app Uber obtains your location and orientation of your device to schedule your area and delivery. Uber got a lot of fame and boost to their business because of their social app. through the social app you can locate from where your riders are coming, and if the rider is on the wrong route, you can easily guide the rider as well. The service that uber is providing it is so pioneering and adds so much value to our lives, Uber’s users are its best marketing channel. Uber knows that the young generation is also the most significant demographic on social media, so that's why it has provided a creative marketing strategy (Laurell, & Sandström, 2016). As an example, Uber used it’s official day to gain some influence with communal following. It is affiliating with Cheeseburger and confined mammal shelters. It has valued nearly 17 billion this year; it has a smooth public media sketch.

By presenting a recommendation, and customers can enjoy free rides by allocating their exclusive code online and having supporters sign up. Social media plays a significant role like they make different adds about uber taxi service, and because of that more people come to know about this service. With the use of social media app, as you ask for a car, Uber’s system goes accuratly to work in less time, and it matches you with the driver nearby you (Rogers, 2015). Social media provides you the fastest way to bring your business from lower level to higher level, because social media is the only place where everyone is available, and they come to know about your business. Uber checks if their drivers are working for a competing company as well and also monitors the speed of their drivers. Social media is the biggest platform for all the entrepreneurs to build a credible reputation of their businesses, and it can help to attract potential clients; it is used to diversify the marketing efforts.

References

Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Boston, MA: Pearson Education Inc.

Laurell, C., & Sandström, C. (2016). Analysing Uber in social media—Disruptive technology or institutional disruption?. International journal of innovation management, 20(05), 1640013.

Rogers, B. (2015). The social costs of Uber. U. Chi. L. Rev. Dialogue, 82, 85.

Subject: Marketing and PR

Pages: 2 Words: 600

MMPG Forum 5

MMPG Forum 5

[Name of the Writer]

[Name of the Institution]

MMPG Forum 5

Disney’s Market Classification

Disney has been working in the American market since a very long time and it has produced a very high level of goodwill among its consumers. Since its introduction in 1923, the company has expanded its business to a number of areas and is offering a wide range of products and services to the American customers.

Basically, a market is divided into various types of classes according to the amount of market share it has captured and the business type it is providing to the customers. There are four basic classifications of a business operating in any market; market leader, challenger, follower and nicher. The market leader is a company or firm that has captured the maximum market share in any market. Then comes the market challenger; a market challenger is a company or firm that is closely following the market leader and is fighting hard to increase its market share in an industry. After market challenger, there is market follower, which is a company that is following the market trends but is not making an effort to increase its market share. An at the last stage comes the market nicher, which serves small segments of the market and is not at all worried about the market share. A market nicher focusses on those aspects of the business and market which all the other classes of the business are ignoring (Kotler, & Keller, 2016).

Considering the case of Disney can be classified both in the categories of a market leader and market nicher as well. Currently, Walt Disney productions and Disney Corporation collectively hold 48% of the market share of entertainment in the United States of America which is a big number. Moreover, the company focuses on providing such services to the population of America that are not much focused by the other sort of companies like entertainment and joy land services.

Disney’s Current Life Cycle Stage

Walt Disney Corporation operates in a number of industries and business types. It operates in the entertainment industry via various media networks, operates multiple parks and resorts, has an entertainment studio and provides various sorts of consumer products and interactive media. Considering the entertainment aspect of the Walt Disney Company, it is still in the growth process. In fact, the whole entertainment industry is in the growth process because of the changing demographics and the orientation of the current generation.

The life cycle of Disney Corporation can also be considered to be in the boom stage as it has established a strong foothold over the American market due to its strong culture and brand value in the market. The various brands of Walt Disney Media Networks that are currently working in the market are Disney Channel, Disney Junior, ESPN, ABC, and Freeform. Some of these networks are entertainment and cartoon networks while others provide sports information and infotainment to the viewers. Some of the prominent rivals of Walt Disney in the industry are Time Warner Inc. Comcast Corporation, HBO, Netflix, and Amazon Prime.

In addition to all this, the parks and resorts being operated under the logo of Disney are Disneyland, Walt Disney World, Disney land Paris, Hong Kong Disney land, Shanghai Disney Resort, Tokyo Disney Resort, Adventures by Disney, Disney Cruise Line, Disney Vacation Club, and Walt Disney Imagineering Aulani Disney Resort and Spa. The main competition in this area is given by some prominent names in the market like Chimelong Ocean Kingdom, Six Leg, etc.

The characters portrayed by the actors and animated roles in the movies and television series is also molded in the form of toys and physical characters by Disney Consumer Products and Interactive Media. The characters are also molded in the form of novels, experiences like games and apps.

Disney’s Pricing Method(s)

The pricing strategies or methods adopted by the Walt Disney Corporation and Entertainments is a unique mix of various factors that gives it a competitive edge above all its rival companies operating in the same industry. Pricing is one of the integral parts of a very important and useful marketing technique, marketing mix, which can be used to attract the customers towards the products and services of the company. The other three components of the marketing mix are Product, Placement, and Promotion along with pricing, and these are collectively known as the 4ps of marketing. In the case of Walt Disney, all these 4ps keep changing and evolving, as the products of the company keep going through regular innovation and development, according to the modern trends and needs and demands of the customers.

Keeping in mind the different competitors and businesses operating in the market, Disney keeps its pricing strategies very simple and easy to understand. These prices are decided after keeping in mind the various value goals and estimating procedures that are prevailing currently in the market. Current conditions of the industry are also kept in mind while making a decision about the pricing. The various factors that contribute to the upheaval or the downfall of the prices of multiple products and services, offered by Walt Disney are market saturation, differences in growth, entry of other competitors, pricing strategies of other competitors in the industry, emerging business opportunities, and multiple other managerial concerns (Danziger, Hadar, & Morwitz, 2014). These methods or strategies are applied on a holistic basis in all the circles of the organization, i.e., in media and entertainment, parks and resorts and consumer goods and retail markets.

Two kinds of procedures are adopted by Walt Disney Inc. that are accompanying valuing systems for its various kinds of item blends. These procedures are:

Market-Oriented Pricing Strategy

Value-Based Pricing Strategy

Pricing Adaptations

Pricing Adaptations are those practices which are adopted by any business or organization to bring a change in its pricing models so that they can suit different geographical regions, prevailing income patterns and changing consumer demands. Price adaptation is a very basic and integral part of the whole marketing procedure, as it decides the role of product positioning, that determines how and the organization decides to present its products to its customers.

The various sorts of pricing adaptation strategies adopted by Walt Disney Inc. are mostly market-oriented. As the geographical regions that the entertainment company serves, vary heavily, the prices of the products across the globe, for the products and services offered by Walt Disney also vary. For instance, the prices for various entertainments and rides in the amusement park of Disney, Disney World, would be different in New York and can vary considerably in Paris. This variation in pricing also occurs due to the licensing conditions and the various taxation limitation in different countries. Another factor that contributes to the alteration of the pricing models all over the world is the cost of products and the rate of inflation in every geographical region. More the inflation rate more will be the cost of production and distribution of the products, hence bringing a rise in the end price of the product. Such a case can be seen in the varying prices of the movie tickets in various theaters across the globe for the same movie. Hence, in this way, Walt Disney Inc. control and regulates the prices in all its operating markets.

References

Danziger, S., Hadar, L., & Morwitz, V. G. (2014). Retailer pricing strategy and consumer choice under price uncertainty. Journal of Consumer Research, 41(3), 761-774.

Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Boston, MA: Pearson Education Inc.

Subject: Marketing and PR

Pages: 4 Words: 1200

Module #5

Branding and Marketing Uber

[Name of the Writer]

[Name of the Institution]

Branding and Marketing Uber

Question 1

One of the key things that is going for Uber is that within the short span of time they have been able to make sure that their brand has created an identity for itself. Due to that, the brand logo and name has really been established with the passage of time and thus becoming one of the more well recognized brands across the world (Meffert et al, 2015). The other thing that has worked out well for them is that in the relatively short span of time, they have been able to create certain degree of brand equity (Meffert et al, 2015). What Uber needs though is that they need to come up with a strong logo (Meffert et al, 2015). At the moment, despite the fact that the sign is well known across the world, they have not been able to create logo as iconic or as distinctive as its rival Careem (Meffert et al, 2015). So, this one of the area that they can work upon as the logo that is needed to be created should be such that should resonate with the broader theme and must provide greater semblance of the brand equity that they have been able to create. The logo of the brand must be such that it should resonate with the target audience at the appropriate level and it should be one of the defining aspects of how the brand is supposed to work (Meffert et al, 2015).

These brands, brands have also been able to create the broader theme that tends to support them (Tomczak et al, 2018). It is one of the other areas that Uber does not seem to be doing too well as they have restricted themselves to an extent due to the limited logo that they tend to use. The small but catchy phrase must be used to make sure that the underlying message that is related with the brand could be communicated with the target audience (Meffert et al, 2015). The colour is also an important aspect of the branding and marketing (Kotler & Keller, 2016). At the moment, the prevailing theme that has been used by Uber is that they have a black background screen on which the Uber is written with white colour (Phuong & Dai, 2018). Even though it is simple elegant and classy, there is a need to make sure that the logo and colour should be made more vibrant and colourful and one of the ways it could be done is that they should be using the more universal colours with the brighter theme (Müller & Kirchgeorg, 2017). All these things aside, nothing is going to establish the brand power of Uber other than the way the brand movement is supposed to be carried out (Kotler & Keller, 2016). The idea is that how the brand shifts and expands as well as condenses at the given point of time (Kotler & Keller, 2016). There are many brands that have trademark branded vehicles that are roaming the street and Uber being one of the brands in the world and a major taxi riding service, it would be well served that they integrate the element of movement in terms of the way branding is carried out (Müller & Kirchgeorg, 2017). Thus, there is scope for Uber to make sure that they work upon some of the brand elements to make sure that they are able to further penetrate among their target market (Kotler & Keller, 2016).

Question 2

Most of the brands do not have an idea about what the brand promise is and thus they are not able to deliver on the promise in an appropriate manner (Müller & Kirchgeorg, 2017). The brand promise is the statement that is made by the brand at the given point of time or the business that how the services and the goods are going to be working out and what are some of the broader expectations (Müller & Kirchgeorg, 2017). The brand promise might also be looked at in the context with some of the benefits and experiences of the client base (Brodie et al. 2017). The brand promise as far as Uber is concerned is that how they tend to offer riding services to the customers who have installed their application (Müller & Kirchgeorg, 2017). The application comes with a tracker as well as how customer has complete visibility in terms of the amount of time that they have travelled and the distance that has taken them. The other thing that Uber tends to commit is that how they tend to provide security to the clients who are using the service as it allows them to make sure that they are able to share their locations with their loved ones (Müller & Kirchgeorg, 2017). The captains and the drivers that are brought on board in Uber is also well trained staff who has complete idea with regards to the way driving rules and regulations are supposed to work and Uber claims that it carries out complete verification of their records so that it can be made sure that once they are on road, they are not bringing into jeopardy the lives of the customers who are using the service (Brodie et al. 2017).

Keeping in mind the brand promise of Uber, they have more or less delivered on what they intend to give to the customers (Brodie et al. 2017). The rides and the quality of the services is quite decent to say the last except for the lack of consistency that is witnessed at different points of time (Brodie et al. 2017). The other thing that they tend to offer to the customers is the increased safety and security in terms of how they move from one place to the another and how the customers are able to track their vehicles in an easy going and efficient manner (Brodie et al. 2017). The other dimension that they have added to the way they tend to provide service to the broader customer base. In the hindsight, the service standard and the reach of Uber is such that it can be assumed that they more or less committed to the promise that they have delivered to the customer base (Müller & Kirchgeorg, 2017). The other thing that works out well for them is that the service is available in most of the parts of the world making it one of the more recognizable brands in the world (Phuong & Dai, 2018).

References

Brodie, R. J., Benson-Rea, M., & Medlin, C. J. (2017). Branding as a dynamic capability: Strategic advantage from integrating meanings with identification. Marketing Theory, 17(2), 183-199.

Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Boston, MA: Pearson Education Inc.

Meffert, H., Rauch, C., & Lepp, H. L. (2015). Sustainable Branding—mehr als ein neues Schlagwort?!. Marketing Review St. Gallen, 27(5), 28-35.

Müller, J., & Kirchgeorg, M. (2017, April). Audio branding in line with brand personality. In (((ABA))) Audio Branding Academy Yearbook 2010/2011 (pp. 189-203). Nomos Verlagsgesellschaft mbH & Co. KG.

Phuong, N. N. D., & Dai Trang, T. T. (2018). Repurchase Intention: The Effect of Service Quality, System Quality, Information Quality, and Customer Satisfaction as Mediating Role: A PLS Approach of M-Commerce Ride Hailing Service in Vietnam. Marketing and Branding Research, 5(2), 78.

Tomczak, T., Esch, F. R., Kernstock, J., & Herrmann, A. (2018). Behavioral branding. Wie Mitarbeiterverhalten die Marke stärkt, 1.

Subject: Marketing and PR

Pages: 4 Words: 1200

Module #6

Service Impacts Uber Customers

[Name of the Writer]

[Name of the Institution]

Service Impacts Uber Customers

Customer service is the method of ensuring the satisfaction of the customer with any service or product. The success of any company depends on its customer satisfaction and loyalty. This report discusses how Uber service efforts impact customer satisfaction

The customers of the United States of America generally have higher expectations related to the delivery of services, and often feels that their requirements are not sufficiently met. In order to get customer satisfaction like other top companies Uber should also have a clear sense and knowledge of their targeted customers, and their requirements. They should also develop a unique or distinctive plan for satisfying them. The drivers of Uber should be responsive, and kind to the customers. They should provide accurate information to them and should be properly trained. They should not let the customer wait for them, so long. High-quality standards of the Uber services can have a positive impact on the mind of their customers. Such standards include accepting the ride of the customer within ten seconds, solving their complaints within a few hours, dropping them to their destinations safe and sound as earliest as possible. Services like profit tiers can also help Uber to retain their customer for a longer period of time. In such high-profit tiers, the customer can get promotional offers, special discount, and other special services (Kottler & Keller, 2016).

Feedback of customers is the most important thing for increasing the number of customers. So Uber should audit the performance of their services on a regular basis through customer feedback. The voice of customers should be collected for getting the details of dissatisfactions of customer and then making the policies according to it. As the services can be judged by the performance of the company and the importance of the customer. Many customers of Uber have an issue that it mishandles the complaints through responding inconsistently or selectively. So in order to retain maximum customer the complaint of every customer should reach to senior management of Uber with effective online complaint systems. Uber should know that the positive attitude of their employees and drivers will strengthen the loyalty of the customer. Uber should also encourage their disappointed customer for complaining and empowering their employees for solving their problems on the spot. Moreover, Uber should also work on their call center by empowering their agents as it can help them to increase the loyalty and satisfaction of the customer (Hill & Brierley, 2017).

Making a strong relationship with the customers can increase their commitment and satisfaction with the Uber. This relationship can be developed by pampering the customer, accurately reading their requirements, and delivering high-quality services for solving the problem of the problem of the customer. Consistent with these efforts can increase the number of Uber customer which can help in improving the profitability. Some new technology services can also play an important in customer satisfaction. For example, Uber customer would love to use free internet as they can pass their time productively while traveling. Any other value-added services like any snacks or drinks can be offered to the customers by the drivers which can leave a good impression of Uber on the mind of the customer (Hill & Alexander, 2017).

So it is concluded that customer satisfaction is the most important thing for the success of Uber.

References

Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Boston, MA: Pearson Education Inc.

Hill, N., & Brierley, J. (2017). How to measure customer satisfaction. Routledge.

Hill, N., & Alexander, J. (2017). The handbook of customer satisfaction and loyalty measurement. Routledge.

Subject: Marketing and PR

Pages: 2 Words: 600

Movie Review

Fyre Festival

[Name of Writer]

[Name of Institution]

The documentary on Fyre Festival released on Netflix as Fyre: The Greatest Party That Never Happened is based on the music festival in the Bahamas in 2017 which was everything but what its organizers promised. CITATION Fie18 \l 1033 (Fiero, 2018) This film starts by focusing on the marketing that was done for the festival. Several high-end models with millions of followers on Instagram were hired for creating a PR image of luxury and extraordinary opulence. Heavily priced tickets looked trustworthy when Hailey Baldwin, Kendall Jenner and Bella Hadid marketed them. The film loops the viewers in through these interviews but then throwing in clips and stories from social media depicting the horror story of what actually went down at the festival. CITATION Tay18 \l 1033 (Taylor, 2018) Sub-standard food, tents in the place of luxury bungalows and severe lapses in issues as basic as security and water supply turned it into a scandal the size of a Freudian phenomenon. The film ends by serving a nod to the workers and local employees who were left exploited and fooled by the corporate team at Fyre Festival.

The documentary does not pan on a select few characters in order to explain the fiasco that was the Fyre Festival. However, it very skillfully depicts the hollowness of PR unless it is followed by actual work. The charisma of the CEO and the models he hired was a PR stunt to be remembered. Claims of the festival being the cultural gathering of the decade were also PR stunts. Getting Instagram influencers to spread marketing but not doing anything tangible to back up marketing claims has been clearly unfurled in the documentary. Therefore, the film fulfills the purpose of sending a message across. I liked the movie a lot since it gave me brand new insight into the depths of a corporate whose employees were bent on getting posted and tagged by a certain model but did not care about doing corporate fraud in broad daylight. I learned how certain organizations can have an unhealthy dependence on meaningless PR and that is why I found this film impressive.

References

BIBLIOGRAPHY Fiero, J. D. (2018). Music Festival Insolvencies: What Happens When the Music Stops? American Bankruptcy Institute Journal, 48-82.

Taylor, K. (2018). 'On-demanding’: 12 social media trends that are opening up new opportunities for advertisers. Journal of Digital & Social Media Marketing, 28-34.

Subject: Marketing and PR

Pages: 1 Words: 300

Nike Commercial Lebron James

Student’s Name

Professor’s Name

Subject

Date

Nike’s Advertisement Featuring LeBron James: An Analysis

The following paper analyzes the target market and other metaphorically incorporated aspects of “Swimming Pool”, Nike’s commercial that was aired in 2006 to 2007, during the NBA season. The advertisement depicts LeBron James in multiple characters that include his infamous dispositions of Athlete, Kid, Wise, and Business. Along with the court, LeBron has a prominent and outstanding reputation in the métier of marketing. The ad evidently targets the market niche of athletes, basketball players, and rough and tough individuals. LeBron James envisages the most robust persona that has the prowess to carry a massive responsibility on his shoulders and can make the things work, miraculously. Similarly, through delineation of different personalities, LeBron expands the scope of the product.

Along with the targeted market segment of sportsmen and colossal men, Nike also strives to relay the core message of humanity and equality. LeBron is a black man, and through his association with Nike, the brand attempts to assert its inclination toward diversity. Moreover, the song that is playing in the background is “Summer Madness” (1974) by Kool and the Gang, a black musical group. The song once played in “Rocky” movie as well, and therefore it elaborates the essence of power, persistence and sturdiness altogether. Considerably, Nike did not pivot the product and comparatively signified the bliss and self-assertiveness of dispositions to a greater extent. On the other hand, the Nike advertisement portrays The LeBrons’ trio in an amusing and allegorical manner. And the LeBrons allure a multi-façade market niche toward the brand through such implicit personification. The humorous factor of commercial attracts youngsters to it, and even after all these years, the ad gets considerable views stats. Further, the acting expertise of LeBron precisely demonstrates different avatars and affirms that Nike is a perfect opt for all unique and headstrong kids, athletes, wises and businessmen. Nike remarkably highlighted various niches, target audiences and diversity into its commercial through flawless implementation of rhetoric.

Reference

D1PHAM. “Lebron James Nike Pool Commercial.” YouTube, YouTube, 31 Oct. 2006, https://www.youtube.com/watch?v=lHtoF-lMqaA.

Subject: Marketing and PR

Pages: 1 Words: 300

Opportunity PR

Opportunity PR

Student’s Name

Institution affiliated

Opportunity PR

Public relations (PR) refers to the deliberate spread of information between groups, the public, and individuals. It exposes the company’s products to the targeted audience. Opportunity PR relates to a situation where a company jumps into or takes the opportunity of a popular event to increase sales. A perfect example of opportunity PR is the case of “Damn Daniel with the white vans” which blew up sales of the VF Corp company, the manufacturer vans

“Damn Daniel with white vans” was a viral video in 2016 involving teenagers Daniel Lara and Joshua Holz studying at Riverside Poly High School (Orenstein, 2016). In the video that went viral on Twitter, Facebook, Youtube, and Snapchat, Josh Holz keep calling his friend Daniel Lara over and over for wearing vans again. The tag goes like “Daaaamn, Daniel, back at it again with the white vans!” The video was shared multiple times in social media, and the teenagers gained twitter followers. 

Resulting from the short video’s popularity, the companies, especially VF Corp manufacturer of van shoes, used the viral video and the phrase “Damn Daniel” as a marketing campaign. As a result of the viral video, the sales of the white vans increased tremendously. The company’s sales and profits that exceeded expectations. The direct consumer sales of the White Vans increased by 20% while the online sales spiked 30% (Oyedele, 2016). According to Rupp (2016), writing in Bloomberg noted that the manufacturer of White Vans intelligently jumped into the viral meme/video, and redirected internet traffic to its online listing for the Vans. On eBay, the popularity of the video created price inflation of the White Vans to upwards of $400,000. Generally, VF Corp took the opportunity of the viral video and used it to gather traffic to its sales and subsequently increase profits and sales. 

References

Oyedele, A (2016). The hilarious 'Damn Daniel' meme blew up sales for the company that makes white Vans. Retrieved from https://www.businessinsider.com/damn-daniel-white-vans-sales-vf-corp-2016-4?IR=T

Rupp, L (2016) ‘Damn, Daniel!’ You Sold a Lot of White Shoes. Bloomberg. Retrieved from https://www.bloomberg.com/news/articles/2016-04-29/-damn-daniel-you-sold-a-lot-of-white-shoes

Orenstein, H (2016) Why the Internet Is Melting Down Over the "Damn, Daniel" Meme. Seventeen. Retrieved from https://www.seventeen.com/life/news/a38216/the-internet-is-melting-down-over-the-damn-daniel-meme/

Subject: Marketing and PR

Pages: 1 Words: 300

Percception

Your Name

Instructor Name

Date

Marketing and PR

Perception is considered as one of the most important psychological factors that are present in the behavior of all humans. Perception is a process by which a person not only organizes but selects and interprets stimuli in different situations. In the context of business, consumer perception is very important. Several factors are there that facilitate in shaping the perception of consumers while they purchase any product. Consumer awareness regarding a specific brand is determined by the marketing strategy of the company. When a consumer is exposed to a stimuli, he or she may depict interest in the exposure (Ladhari, 10). However, the interest in particular stimuli is dependent upon personal preferences. Specifically, advertisement plays a key role in shaping the perception of a consumer. Typically, customers are more tempted by the look of the product, packaging, pricing, and popularity. Additionally, product size, color and, information quality are also the major factors that can influence consumer perception regarding a specific product.

The decision-making ability of an individual is also dependent upon situational factors. For instance, customers will not buy a product from a place which is overcrowded and workers depict a lack of ambiance. Furthermore, the nature of advertisement and TV program also influence a person to buy a specific product. During a TV program, several advertisements appear that a person may skip or watch. However, if an advertisement is shown multiple times, it sticks in the subconscious mind of an individual and consumers will, in turn, buy the same product.

Brand reputation is another factor that influences the consumer’s perception. If a brand is popular on social media sites and several customers have posted positive reviews of the products, then many people will buy the product. This is because people perceive that if a product has positive reviews then it must be of high quality. Additionally, due to the rise in the awareness of issues such as pollution, people are prone to buy eco-friendly products. When an advertisement is shown on TV and brochures are given to the people regarding the negative effects of pollution, it changes people perception and they automatically, avoid buying products that contain any hazardous ingredient or is packed in a material that is not environmentally safe (Ladhari, 17). Thus, the perception of an individual has a great influence on his or her buying habits.

Works Cited

Ladhari, Riadh, Nizar Souiden, and Beatrice Dufour. "The role of emotions in utilitarian service settings: The effects of emotional satisfaction on product perception and behavioral intentions." Journal of Retailing and Consumer Services 34 (2017): 10-18.

Subject: Marketing and PR

Pages: 1 Words: 300

Perceptual Map Assignments

Your Name

Instructor Name

Course Number

Date

Toyota Analysis

Toyota Company has been involved in the production, marketing and sale of Automobiles over a long period of time. It satisfies the travelling and transportation needs of its customers. There are various brands of the company targeted at different ages and income groups.

SWOT Analysis of Toyota

Strengths

The company had a strong market position and brand recognition all around the world with a high percentage of market share in Japan in the year 2012. The company enjoys considerable market share in almost all regions of the world. Such strong market position allows the company to gain and retain a competitive advantage in the international market.

Toyota has a strong focus on the research and development so that it can regularly improve on various aspects of products. Major focus is on functionality, quality, safety and environmental friendliness of products. These efforts have been directed towards development of new products and processes as well as improves the existing products. Latest features have been installed in existing products and new products have also been developed with improved features. Company has been able to hold technological leadership in majority of product segments and continues to develop latest products.

Weaknesses

The suppliers have a strong bargaining power against the company because there are a large number of companies from which suppliers could choose from. If Toyota cannot come up with suitable terms and conditions, the suppliers will go to other companies. Other aspect of this weakness is that the company is dependent upon its suppliers all over the world.

The green vehicle has been launched by the company but there has been no specific market for this product. It will take time for company to launch its green vehicles.

Company has to recall some of its products due to poor functioning or some other similar issues, which creates some negative publicity for it and affect company reputation.

Opportunities

Increasing demand for cars and vehicles in the developing countries has provided ample opportunities for company to extend its business. There is also a higher demand for environment friendly cars all over the world and company is trying to fill this gap by producing such cars.

Threats

There are a number of competitors who pose serious threat to the company in terms of changes in market share. There has been an increase in prices of raw materials used by companies which have put an upward pressure on prices CITATION Geo03 \l 1033 (Panagiotou).

Price and quality have been chosen to develop a perceptual map for Toyota because these are the major aspects which affect the customer. Customers basically judge price and quality against perceived costs and benefits. A product which is placed higher on a perceptual map will be expected to be priced high and deliver higher level of quality as well. Toyota is positioned at the high ends of quality and middle of the price continuum. This means that the company will has to control the overall costs of production. Company can adopt a just-in-time approach to inventory management so that it can keep the prices low. Lean production is another way through which company has ensured higher quality and comparatively lower pricesCITATION Joh94 \p 80 \l 1033 (Price 80).

2705100240030H

Lexus/Highlander

411480012065Quality

00Quality

22567901345565Price

020000Price

1428750259715LCamry

In the above diagram, we have shown price on the x- axis and quality on the Y-axis. Toyota has been shown to have higher quality and medium pricing for its vehiclesCITATION Joh85 \p 60 \l 1033 (Johansson and Thorell 60). There are many brands offered by the company with different prices and features.

Positioning Statement

Company will continue to produce high quality vehicles which are affordable and at the same time environment friendly. This will mean that all stakeholders related to the company are consideredCITATION Ogh12 \p 54 \l 1033 (Akpoyomare 54).

Works Cited

BIBLIOGRAPHY Akpoyomare, Oghojafor Ben. "DIFFERENTIATION AND POSITIONING STRATEGY: A TOSS OF THE SAME COIN." International Journal of Management and Sustainability (2012): 53-65.

Johansson, Johny K. and Hans B. Thorell. "International Product Positioning." Journal of International Business studies (1985): 57-75.

Panagiotou, George. "Bringing SWOT into Focus." London Business School Review (2003).

Price, John. "Lean Production at Suzuki and Toyota: A Historical Perspective." Studies in Political economy (1994): 66-99.

Subject: Marketing and PR

Pages: 2 Words: 600

Personality Types

Student’s Name

Professor’s Name

Course Code

Date

Advertisement of the State-of-the-art digital camera

Canon is a State of the art digital Camera with high quality camera with high powered resolution pictures. The camera has high specification can take high quality of pictures of 20 megapixels and has 32 zoon and therefore, it gives customers a choice of their life time to enjoy high quality of images. It has high sensitive touch screen, which gives you time to navigate slowly as you enjoy taking pictures. It has high internal memory of 64GB, which gives clients easy time to save pictures automatically as you enjoy taking quality pictures. The camera can be connected to WI-FI and phones allowing customers to transfer and share pictures with friends and relatives. It is an American product with over fifty (5) years of existence and therefore, it is known for its high quality pictures and long lasting duration. The state of the art camera is also affordable since the price of the camera is reasonable and with the market range.

It is “American product” the term is applied to dogmatic customers. By stating that the Canon has fifty years of existence and it is an American product will get attention of clients who are very receptive of new products. Most of these customers are in 50s and have strong values as well. The high specifications mentioned in the ad targets consumer innovativeness. These are customers, who are driven by new trend in technology and 20 megapixels, high internal memory, automatic saving of pictures and sharing with phones and other devices indicates an improved specification, reflecting innovation which attract many customers who believed in new trends and therefore, it targets both consumer innovativeness and materialist customers as well.

Subject: Marketing and PR

Pages: 1 Words: 300

Pest Analysis

PESTEL analysis for photoshoot business

[Name of the Writer]

[Name of the Institution]

PESTEL ANALYSIS

A PESTEL analysis is a way to look into the external environmental factors that the company has to interact with. The outcome of this analysis is used by the marketers to assess the opportunities and threats in the SWOT analysis. This analysis is important for the business as it will provide information about the external environment to the business. This analysis comprises of the following factors:

Political Factors

This encompasses all the government regulations and laws that can affect the business in general. This includes the extent to which the government interferes in the business activity. This also includes the political instability in the neighbor or surrounding countries. The policy affecting the import or export of any goods is also included in this group. The impact that the government can have on the decisions taken by the businesses is also an important part of this aspect.

Economic Factors

These factors are related to the economic situation of the country. The level of inflation, economic growth rates and the amount of disposable income are some of the factors to be considered. This group includes the country specific and global factors also known as micro and macroeconomic factors respectively.

Socio cultural

This includes the social and cultural aspects to be considered. They include the common beliefs and attitudes of the society as a whole. These may include age distribution, health consciousness, population growth etc.

Technological Factors

This includes the changes on the technological front. We have to consider which technological change will have the most important effect on the business. This aspect is very hard to study and even harder to adhere to. The reason is that the technological front is almost always changing.

Environmental Factors

The impact of the business on the environment is studied under this aspect. These factors have only recently started to affect the business activity. Generally the industry or production sector faces these factors more seriously. The ecological aspects are specifically considered in this category.

Legal Factors

These include the legal considerations important to successfully run a business. They show the business what acts can lead to some legal action against them. Similarly in what circumstances can they take some legal action against some other party? The implementation of gender equality in the job opportunities can be considered as an example.

P

E

S

T

D

Political / Legal

Economic

Socio-Cultural

Technological

Demographic

What laws are to be followed?

E.g. privacy related issues

How much tax will I have to pay? Are there any tax relaxations available?

What if I want to import some equipment, what will I have to consider?

Any laws directly affecting my business

I will be interest in the interest rates because if in future I have to take some loan from a bank or any other institution, this will affect me directly.

The income available to the people as disposable is important for my consideration as this will decide about the amount they have to spend on my services.

Being a small business, I will be more interested in the microeconomic factors.

The buying habits will affect my business in a way if the customer immediately decides to buy a product or service.

I will have to see which cameras are being used by the competitors.

I will have to decide the extent to which I will use the internet for various purposes like advertising etc.

I will have to know the age distribution of the society. This is because the presence of old age people in the families can prompt a need for keeping some memory.

Gender is important because women are more likely to keep some memories intact.

Subject: Marketing and PR

Pages: 2 Words: 600

PLANNING PROJECT

Chamber Analysis

[Enter the name of student here]

[Enter the name of institution here]

Chamber Analysis

PEST Analysis

There are certain external factors that affect the ability of any concern to make the profit out of the business activity. The chamber of commerce will also get affected by the factors outside the control of its managers. In the following lines, we will take a look on the political, economic, social and legal factors affecting the chamber of commerce in the area.

Political

The political atmosphere of the country will directly affect the chamber of commerce in any area. This is because the chamber works to promote the business activities within its community. It also provides the financial as well as other resources required for the working of businesses. Any change in the political system will directly affect the chamber as every now government has its own regulations and priorities. Some governments want that more business should take place and they strengthen the chamber of commerce. On the other hand, some government will be reluctant to promote the business and the role of chamber of commerce will be minimized. Another aspect will be related to the political instability in the country, this situation will not allow the chamber to perform its duties in an appropriate manner. Thus, the political environment will have a considerable impact on the chamber of commerce.

Economic

The economic environment will be the most important one when the chamber of commerce is considered. This is because all the aspects of the economic environment will have a considerable impact on the chamber. A chamber is basically meant to facilitate the business and commerce activities in any community over a period of time. If the overall economic conditions are conducive to running the business in any community, the work of a chamber will become easier. The interest rate is an example which can affect the chamber directly by affecting its ability to forward any loan for the businesses. A higher interest rate will mean that the loans will be more expensive. Another similar aspect is the rate of inflation that is persisting in the economy. A higher rate of inflation will mean that the overall price level will be higher in the country and the chamber will face problems in persuading people to start the businesses. The annual income of people in the society is also an important thing to consider because more income will mean more savings for the people and they can then invest these savings to start the businesses. Another aspect is whether the economy is facing a recession or a boom as a whole. The recession phase will be characterized by a lethargic attitude of people towards business and the chamber will have to work very hard to find people who are willing to do the business. In the boom phase, the work of chamber will be increased many folds as people will be willing to do many businesses. The last aspect is the rate and amount of the taxes that have to be paid by the people in general and businessmen in particular. This will determine the amount that is left with the businessmen as their incomes after paying the taxes.

Social

The chamber is a part of the society and any change in the attitudes towards businesses will affect the chamber. One aspect is the number of days required to start up a business in the country. If there is a small amount of time required to start up a business in a country, there will be more people who will start and run their businesses. If a society does not adopt to new products quickly, the chamber will have a tougher role to play because the society will not accept many of the startups. In this scenario, the society will not even appreciate the new products introduced by the existing businesses. The overall social attitudes towards change and other related business aspects will determine the role actually played by the chamber.

Technological

Technology plays a vital role in defining the success or failure of any product or service. It is necessary for the chamber to stay updated regarding the various technological aspects related to business. This is necessary because many businesses will seek advice from it regarding the technology and it will be able to guide them only if it has appropriate knowledge of the developments. In the recent times, businesses have identified the importance of using technology to reach their customers in a better way, chamber will have to help the businesses to convert the technological aspect to a competitive advantage. In essence, the chamber will be affected by any change in the technological field related to any industry.

Product life cycle

As per my understanding, the chamber is at the maturity stage of the life cycle. This is because the history of such organization is as old as the history of the business itself. This means that there has been sufficient evolution of the chamber over the period of time and this will also mean that there is little room for any improvement left in this scenario. However, there will be a little change in the traditional view of the product life cycle and the chamber will not go towards the decline phase of this process. The reason behind this claim is that the role of chamber is directly related to the business activity performed in the society and this activity can be reduced or increased over the passage of time but there will not be a decline in the chamber as a product. It will only go to the decline phase if there is an alternative found to it which can perform the activities in a better way.

Demographic

The demographic characteristics of a society include the population broken down into groups according to age, sex, education level, income level, marital status, occupation, religion, average size of the family and average age at marriage. The chamber will be affected by most of these variables. There is a certain age in which people tend to take more risks and thus start their own businesses. If the society is ageing as a whole, there is a low probability that anyone will try and start the business of his own. Similarly, the level of education as well as the type of education will affect the extent to which people will go towards starting their businesses. These people will seldom have any technical degree in their hands. They will be less educated but their risk-taking ability and innovative ideas will take them apart of the other people from the society. The occupation in which a person is working will also determine whether he can come towards starting his own business or not. This aspect will mean that the people who are not satisfied with their current occupation are more likely to start their own business. Similarly, a person who gets a low pay and has some spare time at hand may think that he needs to start his own business. All these aspects are directly related to the chamber as it will have to see through the start of these businesses until they get stable and are able to run on their own.

References

BIBLIOGRAPHY Bhuiyan, B. A. & Latif, A., 2011. Development role of Chamber of Commercde and industries in Bangladesh: A Case Study of Sylhet Chamber of Commerce and industries. Asia Pacific Journal of Business.

Hu, K. et al., 2017. Forecasting New Product Life Cycle Curves: Practical approach and Empirical analysis. Manufacturing % Service Operations Management .

Popescu, D. R., 2016. The Role of Chamber of Commerce System in International economic relations. The Romanian Economic Journal, pp. 215-241.

Subject: Marketing and PR

Pages: 4 Words: 1200

Please Create By Youself

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Your Name (First M. Last)

School or Institution Name (University at Place or Town, State)

Marketing concepts, customer’s needs and change over time

In today’s world, most of the people are much familiar with the term “Market”. It means a place where buyers and sellers meet each and exchange takes place. Every field has its market and by taking a look at the history of the market, it could be witnessed that marketing concepts went through many changes with time. Field of marketing changed quickly as grabbing the attention of the audience has become a difficult task. It has been seen that diversity in variety and different marketing strategies have been fueled with the advancement of time.

Though, a revolution in the marketing concepts has been witnessed and there are some key elements in marketing field that are still focused i.e. human activity, customer satisfaction, needs and wants consideration and exchange processes. Marketing concepts are designed by taking into consideration the products and demands of the customers. For example, if a clothing company wants to do marketing of its brand then marketing strategies would be planned by keeping the trends and needs of customers in mind (Armstrong,et,al,2018). Marketing concepts are based on a few basic principles. First of all, the marketing concept focuses on attracting the target customer. When targeted customers are attracted and a brand or company gets considerable consumers for its products than retaining customers could be looked upon as the next greater challenge. Retaining customer is a tough task particularly when customers have a range of variety being offered by other organizations or companies in the same market. By giving priority to the customer needs and considering their satisfaction at first place, companies aim at converting first-time costumers into repeat customers. Marketing strategies and a brand would become successful only when customer needs are given topmost priority. Building a satisfactory relationship matters a lot for promoting mutual understanding between the customers and staff (company’s staff).

Undoubtedly, needs of the customers changed with time. Customer needs got a central place in marketing. Only those brands or organizations secure the best place in the market that best meet their customer's needs. It is the psychological makeup of the customers that plays a vital role in developing a product as well as the marketing strategies are being made as per the mentality of customers, so that the needs of customers could be fulfilled (Kasemsap,et,al,2018). Customer needs are not only important during the time of making products and promotion rather customer considerations are also of great importance after a product is marketed as if customers would become happy with product or service, more customers would be there. It has generally been seen that only those companies survive in the marketplace that satisfy customer needs. Marketing is done by companies for making the customers aware of the products and services being provided by a them.

It is a common observation that both needs and marketing strategies changed with time. For example, when customers in 1950s, become aware of health issues with sugar, there was witnessed an increase in the demand for diet soda as compared to the regular drinks. Likewise needs as well as marketing messages changed over time. At present, not only products are made by keeping an eye on the needs of consumers but at the same time, marketing strategy would be planned as per the customer’s demands. An organization used to make superhero costumes for children; initially, it was going very well but when it stopped taking in considering the preference of customers and failed to meet customer’s needs it was no more in the race of top brands. So as a whole, it could be said that marketing is dependent on the type of the customers and their needs i.e. marketing strategies and promotional concepts should be in accordance with the customer’s taste (Micheaux,et,al,2019). Nowadays, social media is one of the best sources used for advertisement and companies used to design their websites in such a way that they would grasp the attention of the target customers. Websites and company pages are designed by implementing those marketing concepts that would fit in with the customer’s needs.

References

Armstrong, G. M., Kotler, P., Harker, M. J., & Brennan, R. (2018). Marketing: an introduction. Pearson UK.

Kasemsap, K. (2018). The roles of corporate marketing strategies and brand management in the global retail industry. In Digital Marketing and Consumer Engagement: Concepts, Methodologies, Tools, and Applications (pp. 294-325). IGI Global.

Micheaux, A., & Bosio, B. (2019). Customer journey mapping as a new way to teach data-driven marketing as a service. Journal of Marketing Education, 41(2), 127-140.

Subject: Marketing and PR

Pages: 2 Words: 600

Post 4: Circles For A Successful Value Proposition

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Introduction

There are three circles when we consider the value proposition for any product. These circles relate to the competition, company itself and the needs of its customers. There are cases where competitor’s circle is shown as a separate circle from the other two and there are no common points between the company and its competitors CITATION MAC18 \l 1033 (Camilleri). This is because the brands offered by company is a little different from the brands of other companies. The other two circles include the needs of customers and value proposition points of the company. The points which are common with competitors will be points of similarity. Points of difference are the ones on which company has to work. These points are those which are different between company and its competitors CITATION Kel18 \l 1033 (Kellogg's). They can either provide a source of competitive advantage to any one of the companies. The points remaining in company’s own proposition will not be relevant in terms of this analysis.

Application

Raisin bran cereal is the product under consideration and the first aspect is brand name of Kellogg’s which is associated with it. This provides a positive difference for the company because other companies cannot match the brand power associated with Kellogg’s. A competitor who will give tough time to Kellogg’s is Nestle. The major reason for this is that the company has a stronger brand name in most parts of the world. The common points between Kellogg’s and its competitors are that they all provide breakfast cereals and at a competitive price as well. The points of difference between company and its competitors are the flavor which are offered by them. A little difference between packaging can also be seen between competitors. The major difference between competitors lies in their perception of customer values. The whole concept of value proposition is that companies see customer values differently CITATION Joe07 \l 1033 (Urbany and H.Davis).

Works Cited

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

Kellogg's. "http://newsroom.kelloggs.com/2018-10-25-Kellogg-Announces-New-Global-Sustainable-Packaging-Goal." 25 October 2018. http://newsroom.kelloggs.com. 18 January 2020.

Urbany, Joel E and James H.Davis. "https://hbr.org/2007/11/strategic-insight-in-three-circles." November 2007. https://hbr.org/2007/11/strategic-insight-in-three-circles. 18 January 2020.

Subject: Marketing and PR

Pages: 1 Words: 300

Post 5: Product Complexity

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Introduction

12242806003925Figure SEQ Figure \* ARABIC 1

Figure 1

12242805229225Product complexity refers to the match between an actual product and core customer value. The value from a product can be extracted by looking at the needs that it fulfills. Actual product includes the brand name which should be well known to the customers. The packaging should be such that it can be easily opened and saved after using the required quantity. The quality level should be consistent so that all packs of the product provide the same quality level to customers. Core customers value is the core benefit that a customer seeks to take out from any particular product CITATION Tim14 \l 1033 (Friesner). The various characteristics of products which have been discussed above help a company to provide core value to its customers CITATION MAC18 \l 1033 (Camilleri). Basically, it is the need which is satisfied by a product.

There can be different aspects that a product fulfills. A company that is able to match the products with customer’s core values will be the most successful in its business.

Application

Kellogg’s is a renowned brand name which is working in many countries. The company knows the main purpose of its Brand Raisin Cereal. The core value of the customers is breakfast that energizes people and keeps them healthy as well. The packaging is also done to make sure that the product is easy to use, and can be kept fresh after opening. Another important aspect is that the packaging is done with renewable materials CITATION Kel18 \l 1033 (Kellogg's). The different variants of product satisfy different needs especially the flavors which are for sugar patients. The quality of this product has been consistent because it has been sold over a longer period of time. The company should come up with the new flavors which will add further value for customers. This may include new designs of packaging and new flavors which will increase the number of customers for the company.

Works Cited

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

Friesner, Tim. "https://www.marketingteacher.com/three-levels-of-a-product/." 8 May 2014. https://www.marketingteacher.com. 18 January 2019.

Kellogg's. "http://newsroom.kelloggs.com/2018-10-25-Kellogg-Announces-New-Global-Sustainable-Packaging-Goal." 25 October 2018. http://newsroom.kelloggs.com. 18 January 2020.

Subject: Marketing and PR

Pages: 1 Words: 300

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