Marketing Explanation Essay Example for Free

Marketing Explanation Essay Background of marketing: Starting In the 1920’s it was the production era. A product was thought to be good if it was bought by a customer. Producers could only sell what they could produce. From the 1950’s marketing was shown in a sales era. Customers didn’t buy anything unless they needed it. Communication and persuading customers to buy your good was now stronger then it was so some companies goods were better than others. From the 1960s onwards most markets have become saturated (the size of the market remains the same). This means that there is now intense competition for customers. The sophistication of marketing management has therefore developed into what we now see in a modern marketing department. Marketers are involved at a strategic level within the organisation and therefore inform an organisation about what should be produced, where it should be sold, how much should be charged for it and how it should be communicated to consumers. Modern marketers research markets and consumers. They attempt to understand consumer needs (and potential needs) and allocate organisational resources appropriately to meet these needs. Modern marketers are particularly interested in brands. They are also increasingly interested in ensuring that employees understand marketing, i.e. that everyone within the organisation involves themselves with marketing activities. Started from the 1990’s organisation had to start considering what customers actually want and had to form relationships to create ‘loyal customers’. Function of marketing: â€Å"The function of marketing is to encompass the whole process of deciding which product and services the customer will want and how will they be delivered to the customer†. (Travel Tourism book 1, Page 112) What are the aims of marketing? * Meet customers’ needs * Know the competition * Manage any threats * Research customers need * Know the market Marketing Mix: The marketing mix describes the key elements that an organisation uses to inform and persuade and meet the customers’ needs using the 4 P’s. The 4 P’s are: * Product * Price * Place * Promotion Product: â€Å"a product is anything that is offered to the marketplace that can satisfy a customer’s perceived need† (Eric Davies, Successful marketing book, 2012, page 78) Price: How much the product is being sold to the customer for? Place: The place of marketing focus of how the product is contributed to the customers and where it is being stored. Promotion: who the product is being sold to (target audience) Marketing Segmentation: marketing segmentation is the way how the target market is divided into different sectors that are a best fit for them. The 4 groups are: * Demographic * Social-economic * Geographical * Psychograph Demographic segmentation: â€Å"Gender, age, income, housing type, and education level are common demographic variables.† (http://www.decisionanalyst.com) Social-economic segmentation: Mainly split you’re through your personality. The main groups are consumer attitudes, values, behaviours, emotions, perceptions, beliefs, and interests. Geographical segmentation: This is based on where you live e.g. post code Psychographic segmentation: â€Å"This is perhaps the most common form of market segmentation, wherein companies segment the market by attacking a restricted geographic area. For example, corporations may choose to market their brands in certain countries, but not in others.† (http://www.decisionanalyst.com) E-marketing: The process of using digital technology to market products and services. Company ethos: Values and beliefs that define the company, normally expressed in vision mission statements. Virgin Atlantic Mission Statement: â€Å"Safety, security and consistent delivery of the basics are the foundation of everything we do.† â€Å"The success of our three year strategy requires us to build on these foundations by focusing on the business and leisure markets and driving efficiency and effectiveness.† (http://www.virgin-atlantic.com) Ryanair Mission Statement: Ryanair will become Europe’s most profitable lowest cost airline by rolling out our proven ‘low-fare-no-frills’ service in all markets in which we operate, to the benefit of our passengers, people and shareholders. Ryanair’s objective is to firmly establish itself as Europe’s leading low-faresscheduled passenger airline through continued improvements and expandedofferings of its low-fare service.’ Ryanair’s goal is to provide a no frills service with low fares designed to stimulate demand. (http://www.scribd.com) Consumer protection: Rules legislations that protect customers from many bad problems e.g. fraud, flight delay. There are 3 Main act that cover consumers. They are: * The Consumer Act 1987 * Data Protection Act 1998 * The Unfair In Consumer Contract Regulations 1999 The Consumer Act 1987: An Act to make provision with respect to the liability of persons for damage caused by defective products; to consolidate with amendments the Consumer Safety Act 1978 and the Consumer Safety (Amendment) Act 1986; to make provision with respect to the giving of price indications; to amend Part I of the Health and Safety at Work etc. Act 1974 and sections 31 and 80 of the Explosives Act 1875; to repeal the Trade Descriptions Act 1972 and the Fabrics (Misdescription) Act 1913; and for connected purposes. (http://www.legislation.gov.uk, 15th May 1987) So if there was an item on the plane that says its 69p but its scanned as 80p you have a right to purchase it for 69p. Data Protection Act 1998: The Data Protection Act (DPA) gives individuals the right to know what information is held about them, and provides a framework to ensure that personal information is handled properly. (http://www.admin.ox.ac.uk) The Unfair In Consumer Contract Regulations 1999: The Unfair Terms in Consumer Contracts Regulations 1999 (SI 1999 No 2083) (the Regulations) recognize that, in many circumstances, consumers have no power or influence over the details of the terms which they are asked to agree to when entering into consumer contracts. The purpose of the Regulations is to set a framework within which firms must work when drawing up their contact terms and conditions, and appoints certain third parties (known as Qualifying Bodies) who are authorized to challenge firms when they think a particular term is unfair. (http://www.cml.org.uk) Standards of practice: The advertising standards authority is an independent body set up to police the rules for advertising, sales, promotion and direct marketing. The system is aiming to protect consumers and maintain the integrity or marketing communications. P.E.S.T: P.E.S.T stands for: * P- political * E- economic * S- sociocultural * T- technological Travel tourism organisations have to be aware of the external factors that affect or influence their business. Political factors: Some political factors that would affect an organisation are: * Changes of government * Increase in tax * Security law Economical: Some economic factors that would affect an organisation are: * Recession * Exchange rates * Unemployment Socio-cultural: Some socio-cultural factors that would affect an organisation are: * More tourists * Income/trends Technological: Some technological factors that would affect an organisation are: *New technology * Websites * IT References: 1. (www.cim.co.uk) 2. http://www.atkinsmarketingsolutions.com/wp/2011/04/07/dr-philip-kotler-defines-marketing/ Friday, 16 November 2012 3. (Eric Davies, Successful marketing book, 2012, page 8) 4. (Travel Tourism book 1, Page 112) 5. (Eric Davies, Successful marketing book, 2012, page 78) 6. (http://www.decisionanalyst.com/publ_art/marketsegmentation.dai) 7. (http://www.decisionanalyst.com/publ_art/marketsegmentation.dai) 8. (http://www.virgin-atlantic.com/en/gb/allaboutus/missionstatement/index.jsp) 9. (http://www.scribd.com/doc/80225985/Marketing-Plan-for-Ryanair) 10. (http://www.legislation.gov.uk/ukpga/1987/43,15th May 1987) 11. (http://www.admin.ox.ac.uk/dataprotection/)

Cuba :: essays research papers

Cuba   Ã‚  Ã‚  Ã‚  Ã‚  Cuba is the largest island of the West Indies, lying south of Florida and east of Mexico's Yucatà ¡n Peninsula. The Republic of Cuba is combined with the surrounding islands. On the East, Cuba is separated from the island of Hispaniola by the Windward Passage. The U.S. maintains a naval base at Guantà ¡ namo Bay in the Southeast. The capital and largest city of Cuba is Havana.   Ã‚  Ã‚  Ã‚  Ã‚  The island extends about 760 miles from Cabo de San Antonio to Cabo Maisà ­ , the western and eastern extremities. The average width is about 50 miles. The total area is 44,218 square miles including the area of the Isla de la Juventud (Isle of Youth) and of other islands of the country. Land and Resources   Ã‚  Ã‚  Ã‚  Ã‚  About 1/4 of the surface of Cuba is hilly, the remaining consists of flat or rolling terrain. The hilly areas are scattered throughout the island and do not come from a central mass. The main 3 ranges are the Sierra de Trinidad in the central part of the island, the Sierra Maestra, in the Southeast, and Sierra de los Órganos in the West. The first two ranges are under 3000 feet. The Sierra Maestra, has the greatest in altitude and mass, and contains Pico Turquino (6561 ft), the highest point in Cuba. Most of the soil of Cuba is relatively fertile.   Ã‚  Ã‚  Ã‚  Ã‚  One of the natural features of the island is the large number of limestone caverns. Most of the many rivers of Cuba are short and unnavigable. The main river is the Cauto, located in the Southeast. The coast of Cuba is very irregular and is indented by numerous gulfs and bays. Cuba :: essays research papers Cuba   Ã‚  Ã‚  Ã‚  Ã‚  Cuba is the largest island of the West Indies, lying south of Florida and east of Mexico's Yucatà ¡n Peninsula. The Republic of Cuba is combined with the surrounding islands. On the East, Cuba is separated from the island of Hispaniola by the Windward Passage. The U.S. maintains a naval base at Guantà ¡ namo Bay in the Southeast. The capital and largest city of Cuba is Havana.   Ã‚  Ã‚  Ã‚  Ã‚  The island extends about 760 miles from Cabo de San Antonio to Cabo Maisà ­ , the western and eastern extremities. The average width is about 50 miles. The total area is 44,218 square miles including the area of the Isla de la Juventud (Isle of Youth) and of other islands of the country. Land and Resources   Ã‚  Ã‚  Ã‚  Ã‚  About 1/4 of the surface of Cuba is hilly, the remaining consists of flat or rolling terrain. The hilly areas are scattered throughout the island and do not come from a central mass. The main 3 ranges are the Sierra de Trinidad in the central part of the island, the Sierra Maestra, in the Southeast, and Sierra de los Órganos in the West. The first two ranges are under 3000 feet. The Sierra Maestra, has the greatest in altitude and mass, and contains Pico Turquino (6561 ft), the highest point in Cuba. Most of the soil of Cuba is relatively fertile.   Ã‚  Ã‚  Ã‚  Ã‚  One of the natural features of the island is the large number of limestone caverns. Most of the many rivers of Cuba are short and unnavigable. The main river is the Cauto, located in the Southeast. The coast of Cuba is very irregular and is indented by numerous gulfs and bays.

Political socialization and how women define politics and power Essay

There are various types of political socialization, and these have various effects on political participation. The traditional sex role socialization involves the integration of traditional roles performed by men and women into the political scene. This form of socialization has the effect of exclusion of women in political participation and dominance of politics by men. This effect has been in existence for a long time; like for instance, until 1975, exclusion of women from jury duty could be granted on ground of interference with domestic chores. According to Lawless and Fox (8-11), another type of political socialization involves the masculinized ethos, and this is the type of political socialization which relies on political institutions during campaigns. Since most of the institutions are dominated by men, then an ethos of masculinity is developed. This form of socialization is reinforced by the lack of legislature which advocates for inclusion of female participation in policy agendas. This form of socialization also serves to alienate women from positions of power and political participation. The gendered psyche is a form of socialization which ensures male domination of the political activities through infusing a culture which relegates women to the periphery in political participation. Women are made to feel valued, protected and secure, which makes it be viewed as normal for men to engage in politics but not reasonable for women to engage in it. This is a situation which is seen in the corporate scene. A large number of women normally downplay achievements in business, which makes them qualify for much lower salaries compared to men with similar or even lesser achievements. This form of socialization encourages political participation by men and discourages political participation by women. However, despite all these challenges, some women such as Latina women still manage to play very important roles in politics (Cohen & Jones 224-230). Part B How women define politics. Latina women in Boston Massachusetts play important roles in the political scene. They are involved in protest marches, community events, voter registration, election campaigns, workshops, community forums and social and political change. They play very crucial roles in the development of society and most of the women who were surveyed wanted to get involved in politics (Cohen & Jones 223-231). These women experience certain stages of development which encourage them to join politics. These stages involve the questioning of conditions where they live and searching for solutions from other people and themselves. However, some women recognize the need for change and grab the opportunity to do what they believe in. Socialism, independence and statehood are the main motivators in joining politics for some women. Other women are motivated by problems which they experienced such as poor housing, school dropout and AIDS in the community. There are also other women who believe that socialization in the family is a major determinant of joining politics. There are different perspectives of politics according to the Latina women, with some viewing it as involving giving support, and helping others in fulfilling their obligation. This is an aspect of politics which is derived from the family social setting. It can be traced to the fact that most Latinas from political supportive families, view sharing as the goal of working with other people. The Latina family traditions advocate for helping, giving or sharing and forms the basis of political activities. Women who are socialized according to this perspective aim at empowering the people in the community and sharing the resources which are available. Another perspective of politics according to the Latina women is escape from oppression. Since many Latina women have faced oppression at one point in their lives, either from the system, their husbands or fathers, they identify with this cause and believe that politics is a solution from oppression. These above perspectives capture how most Latina women define politics. Part C How women define power. According to Lawless and Fox (1-5), most women do not have the confidence to seek positions of power despite having excellent credentials and qualifications. A survey was performed and targeted four qualified career people who had high credentials, in a bid to find out their chances for running for a position of power. These people were Cheryl, Tricia, Randall and Kevin. Cheryl is an accomplished lawyer with excellent credentials while Tricia is a professor in Sociology in a large University. Randall is also a college professor while Kevin is a partner in a law firm. The survey revealed that unlike men who are ready to grab the positions of power, women did not even consider running for the same positions. Cheryl and Tricia would not consider running for a position of power, while Randall and Kevin said they would grab the opportunity immediately. This is a situation which is replicated in the political scene. Women are not ready to run for public office irrespective of the fact that they are highly qualified. Since there are no obvious obstacles in campaigning for office for the female gender, it is clear that the lack of interest in running for power plays a major role in the dominance of political scene by men. However, there are people who are of the opinion that when men run for office, the vacant seats which emerge are occupied by women, and this ensures that they still have power. This may be true, but the fact is that women are not interested in running for political and power positions. According to (Cruz 424), if women do not adopt a strategy of helping one another, they will not succeed in politics. Further research should be carried out on the topic to unmask the reasons behind this lack of interest. Works Cited. Cohen Cathy & Jones Kathy. (1997). Women transforming politics: An alternative reader. New York: New York University Press, p220-240. Cruz, Takash P. 1993. Breaking Barriers to Representation: Chicana/Latina Elected Officials in California. Journal of Urban Anthropology, p 420-430. Lawless, J. L. & Fox, R. L. (2005). It takes a candidate: Why women don’t run for office. New York: Cambridge Press, p1-13.

The Culture Influence on the Collectivism of Chinese...

Available online at www.sciencedirect.com Available online at www.sciencedirect.com Energy Procedia Procedia 13 (2011) 4055 – 4062 Energy 00 (2011) 000–000 Energy Procedia www.elsevier.com/locate/procedia ESEP 2011: 9-10 December 2011, Singapore The Culture Influence on the Collectivism of Chinese Customers Behavior in the Fast-food Industry Yu Wang a, Changbo Shi a, Yalan Gu b, Yong Du c,* Tourism Management Cuisine School, Harbin University of Commerce, Harbin, P.R. China b School of Cross Cultural Communication, Newcastle University, United Kingdom c School of Computer Science Technology, Harbin Institute of Technology, Harbin, P.R. China a Abstract With the development of Chinese economy, the importance of†¦show more content†¦And with the sequential study of Chinese culture, another new dimension is discovered, that is long-term vs. short-term orientation (Hofstede Bond, 1998). In this article, the study target is to identify the collectivism/ individualism character of Chinese customers in Chinese fast food industry. According to Hofstede’s research, Chinese individual index is far less than western countries. Throughout history, collectivism has always as a mainstream culture to be praised and followed in China. On the contrary, western countries has highly influenced by individualism culture. And in fact, some one stated that the reason Chinese customers showed collectivism in their fastfood behavior is the result of the influence from traditional Chinese culture. And on the other hand, other factor also influence the collectivism characteristic in the behavior of Chinese customers in fast-food consumption, for example the perceived environmental uncertainty [6]. But in this article, we just want to find out whether the culture influence the collectivism of Chinese customers behavior in the fast-food industry. 2. Methodology 2.1. Questionnaires This research adopts the study methods which combine interview and questionnaire together, and mainly by questionnaire method. The interview is to get basic information of Chinese fast-food consumers and the consuming characters by communicating with managers of sample fast food restaurants, thus to build the research hypothesis. TheShow MoreRelatedThe Culture Influence on the Collectivism of Chinese Customers Behavior in the Fast-Food Industry3949 Words   |  16 PagesSingapore The Culture Influence on the Collectivism of Chinese Customers Behavior in the Fast-food Industry Yu Wang a, Changbo Shi a, Yalan Gu b, Yong Du c,* Tourism Management Cuisine School, Harbin University of Commerce, Harbin, P.R. China b School of Cross Cultural Communication, Newcastle University, United Kingdom c School of Computer Science Technology, Harbin Institute of Technology, Harbin, P.R. 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