The Need for Integrated Marketing Communications

Nike Integrated Marketing Communications

The shift toward a richer mix of media and communication approaches poses a problem for marketers. Consumers today are bombarded by commercial messages from a broad range of sources. But consumers don't distinguish between message sources the way marketers do. In the consumer's mind, messages from different media and promotional approaches all become part of a single message about the company. Conflicting messages from these different sources can result in confused company images, brand...

Case Study Easyjet Staying Ahead In The Pricing Game

EasyJet Staying Ahead in the Pricing Game In July 2008 the budget airline easyJet announced that it would have to cut flights over the coming winter period because it was expecting its pre-tax profits to drop by 45 percent due to higher fuel expenses. The company explained that oil prices had increased over the past few months and added more than 365 million to its fuel bills for the year. easyJet had been able to offset around half of the additional costs by increasing its revenue and by...

Segmenting International Markets

Few companies have either the resources or the will to operate in all, or even most, of the countries that dot the globe. Although some large companies, such as Coca-Cola or Sony, sell products in more than 200 countries, most international firms focus on a smaller set. Operating in many countries presents new challenges. Different countries, even those that are close together, can vary greatly in their economic, cultural, and political makeup. Thus, just as they do within their domestic...

Defining the Problem and Research Objectives

Research Objectives And Problems

Marketing managers and researchers must work closely together to define the problem and agree on research objectives. The manager best understands the decision for which information is needed the researcher best understands marketing research and how to obtain Marketing research to gather preliminary information that will help define problems and suggest hypotheses. Marketing research to better describe marketing problems, situations, or markets, such as the market potential for a product or...

Figure 3.1 Actors In The Microenvironment

Apple Consumer Behavior

Discuss bow companies cars react to the marketing environment. V 7 77-7 '7 . v -V' . .VvY i'U -.S--- The actors and forces outside marketing that affect marketing management's ability to build and maintain successful relationships with target customers. The actors close to the company that affect its ability to serve its customers the company, suppliers, marketing intermediaries, customer markets, competitors, and publics. The larger societal forces that affect the microenvironment demographic,...

What Impact Will Rfid Tags Have On Each Of The Major Logistical Functions

Describe the major types of vertical marketing systems and provide an example of each. 5. Discuss the complexities international marketers face when designing channels in other countries. 6. List and briefly describe the major logistics functions. Provide an example of a decision a logistics manager would make for each major function. 1. ExerWise, a new company marketing a high-end ab toner exercise machine, is considering direct marketing versus selling through Strongs, a national sporting...

Ziba Product Research Process

How do companies design new products Quite often, they get someone else to do it for them. That's where design firms such as ZIBA come in. ZIBA is one of a new breed of consultancies whose sole purpose is to help corporations better understand customer needs and turn that understanding in to groundbreaking new products. The foundation for ZIBA's product development process is market research. That research seeks to understand the brand itself, the competition, and market trends. But most...

Discussing applying the concepts

Discuss how retailers and wholesalers add value to the marketing system. Explain why marketers are embracing the concept of shopper marketing. 2. Different types of customers and products require different amounts of service. Discuss the different levels of retailer service and give one example of each. 3. Discuss the different organizational approaches for retailers and provide an example of each. 4. What is the wheel-of-retailing concept Does it apply to online retailing 5. What is retail...

Marketing Intermediaries

Mcdonald And Coke Signs

Marketing intermediaries Marketing intermediaries help the company to promote, sell, and distribute its prod- Firms that help the company to promote, ucts to final buyers. They include resellers, physical distribution firms, marketing serv-sell, and distribute its goods to final buyers. ces agencies, and financial intermediaries. Resellers are distribution channel firms that help the company find customers or make sales to them. These include wholesalers and retailers who buy and resell...

Irritation Unfairness Deception and Fraud

Direct marketing excesses sometimes annoy or offend consumers. Most of us dislike direct-response TV commercials that are too loud, too long, and too insistent. Our mailboxes fill up with unwanted junk mail, our e-mailboxes bulge with unwanted spam, and our computer screens flash with unwanted banner or pop-under ads. Beyond irritating consumers, some direct marketers have been accused of taking unfair advantage of impulsive or less-sophisticated buyers. TV shopping channels and program-long...

Personal Communication Channels

In personal communication channels, two or more people communicate directly with each other. They might communicate face to face, on the phone, through mail or e-mail, or even through an Internet chat. Personal communication channels are effective because they allow for personal addressing and feedback. Some personal communication channels are controlled directly by the company. For example, company salespeople contact target buyers. But other personal communications about the product may reach...

Podcasts and Vodcasts

Podcasting and vodcasting are the latest on-the-go, on-demand technologies. The name podcast derives from Apple's now-everywhere iPod. AWith podcasting, consumers can download audio files (podcasts) or video files (vodcasts) via the Internet to an iPod or other handheld device and then listen to or view them whenever and wherever they wish. They can search for podcast topics through sites such as iTunes or through podcast networks such as PodTrac, Podbridge, or PodShow. These days, you can...

Lexus Delighting Customer After The Sale To Keep Them Coming Back

The Lexus Covenant

Delighting Customers After the Sale to Keep Them Coming Back Close your eyes for a minute and picture a typical car dealership. Not impressed Talk to a friend who owns a Lexus, and you'll no doubt get a very different picture. The typical Lexus dealership is. well, anything but typical. And some Lexus dealers will go to almost any extreme to take care of customers and keep them coming back. Consider the following examples Jordan Case has big plans for the ongoing expansion of his business. He's...

Deciding on the Global Marketing Organization PP 5996

Companies manage their international marketing activities in at least three different ways Most companies first organize an export department, then create an international division, and finally become a global organization. A firm normally gets into international marketing by simply shipping out its goods. If its international sales expand, the company organizes an export department with a sales manager and a few assistants. As sales increase, the export department can expand to include various...

What Is Demographic Segmentation For Wild Planet Toys

Of the many factors that affect consumer buyer behavior, social responsibility is playing an increasing role. While there have always been companies that have Integrated doing good with corporate strategy, a new generation of activist entrepreneurs has now taken up the reins. The ones most likely to succeed are those who recognize that beyond just doing good, social responsibility can provide a powerful means for connecting with consumers. For example, Wild Planet markets high-quality,...

Which Target Marketing Strategy Best Describes Meredith

The Meredith Corporation has developed an expertise in building customer relationships through segmentation, targeting, and positioning. Amazingly, however, it has done this by focusing on only half of the population the female half. Meredith has developed the largest database of any U.S. media company and uses that database to meet the specific needs and desires of women. Meredith is known for leading titles such as Better Homes and Gardens, Family Circle, and Ladies' Home Journal. But that...

Viagogo As A New Intermediary

Viagogo Seizing The Resale Opportunity Eric Baker, the co-creator of online ticket reseller StubHub Inc., effectively declared war on himself when he launched an online ticket reselling business, viagogo. It is a British-based secondary ticket sales service that offers sporting and entertainment tickets. This was in August 2006, and Baker was at that time still a 10 percent owner of StubHub. He had co-founded the business in 2000 under the original name of Liquid Seats. In 2000, Baker and his...