Week 1: An introduction to Integrated Marketing Communications and its role in the Marketing Process Learning about the topics Thanks to the lecture, the associated chapters in the textbook and the recommended articles I learned that different media trends are emerging that reflect changes in consumer motivations and behaviour. They are the ‘continued fragmentation of media’, the ‘age of personalisation’, ‘emotion as the new currency’, the ‘acceleration of interaction’ and the ‘instant and all-pervasive
Introduction The field of consumer behaviour covers a lot of ground: it is the study of the processed involved when individuals or groups select, use or dispose of product, ideas, services, purchase or experiences to satisfy desires and needs. Consumers take many forms, ranging from a eight-year old child begging his parents for a Monster High doll to an executive in a large corporation deciding on a multi-million dollar computer system. The items that are consumed can include anything from tinned
Technologies are so easy to replicate and anyone in the world can easily do so therefore it is extremely difficult living in a consistent technologically changing world, to continue to innovate and get ahead of your competitor as your marketing ideas and strategies can be easily copied. There can also be a list of risks associated with the use of new technology and social media platforms for businesses and they can be from wasting time and money and gaining to ROI, or your company could easily
Strategy can be described as a given set or a course of actions adopted by a person or an organization in the achievement of predetermined objectives. (Mintzberg and Waters, 1985) classify the organizational strategies that either deliberate or emergent, although some strategies have two features both deliberate and emergent (and are therefore aptly called "deliberately emergent"). A strategy can be described as deliberate where the collective vision, objectives and intentions of an organization
Stakeholder marketing There is a marketing approach which assist firms to build stakeholder relationships using a marketing orientation. Marketers can build on expertise of managing customer relationship and generating customer value to develop a stakeholder marketing approach that addresses the economic, social, and environmental concerns of multiple stakeholders. Stakeholder marketing includes a stakeholder orientation and stakeholder responsiveness that creates a competitive advantage in greater
as shrinkage due to exposure to harsh conditions (Kachule & Franzel, 2009). A survey by Bhardwaj et, al, (2012), reported that, the main problems in marketing apples to lack of vehicles, transport not available in time, villages not linked with metalled roads, and high transportation charges. Transportation is most important factor in the marketing of apples. Advances in transportation, in combination with other technological developments that have complemented the progress in transportation, have
Analyze which online marketing tool suits your business promotions? As we all know internet has become one of the principal source to gather information for everyone around us. Day after day people are relying on gaining information from different web sources. Users prefer to do quick and fast online searches for anything they want, instead of using the books, hardcopies or turning the pages of directories and newspapers. If you are an online marketer or having online business procedures, you must
Environmental Marketing Environmental marketing has been in the public domain since the period of Rachel Carson’s critique “The Silent Spring” in 1963 and it has continued to heightened consumer awareness and concern over environmental matters till date around the world most especially in Europe and United states. Environmental marketing, which is also referred to as ‘green marketing’ (Charter, 1992; Ottman, 1993), ‘ecological marketing’ (Apaiwongse, 1994), ‘sustainable marketing (Van Dam and Apeldoorn
How marketing tools help MAS Holdings to increase their revenue? 1.0 Introduction: This report will explain the importance of marketing tools to companies which helps them to sell their products to consumers and increase their revenue. Most companies would not be able to sell their goods and services without using effective marketing tools. Marketing is the ability of a company to design a product at a price which is suitable for the market, Madura (2012, p.287). In addition, Strydom (2004, p.1)
Conceptual Model The Technology Acceptance Model, the Diffusion of Innovations Theory and the Theory of Reasoned Action were adapted to elaborate a new conceptual model in order to explain the phenomena of adoption and diffusion of digital marketing strategies in SMEs from the consumer behaviour perspective in developing markets (see Figure 5). Therefore, several elements of these theories were retaken. The Technology Acceptance Model is central for the theoretical framework, since it is the only