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Creating the Marketing Mix 4
Creating the Marketing Mix 4
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Creating the Marketing Mix 4
Promotion is one of the elements of the marketing mix that aids in ensuring a product is presented to the consumers at the appropriate time as well as the right place. Promotion refers to strategies by a company to make customers aware of a product and its availability and to persuade and encourage them to use it. It is done through direct marketing, personal selling, public relations, advertising and sales promotion. In marketing the new mobile phone that is being developed by MM Company, advertising will be used to make customers aware of its existence and availability. It communicates to prospective customers about the product and its features. This will be done both within the local and international markets as needed. Different advertising methods will be used by the company such as the mass media, internet and social networks among others. Due to the period of time which MM Company has been out of the mobile phone market, it is a brilliant idea to mix up both traditional and digital advertising in order to attract customers from different markets.
The use of the internet and social markets will allow the company to access a broad range of potential buyers without any geographical barriers. The company can put digital banners on websites with high traffic in order for their users to view the details of the new product. Furthermore, the company may use social networks such as Facebook and Twitter to advertise the product. Due to the high number of individuals who use these sites daily, the product will get wide coverage, and MM Company can also engage with the interested individuals regarding the product. An example of advertising through Facebook is starting a page for the product and the company and inviting users to like it and then using the pages to advertise the product and communicate directly to the prospective customers. The use of the internet has both advantages and shortfalls.
One of the advantages is that the internet is a cost effective way of reaching many people across geographical regions. Once the initial cost of setting up the advertisement is met, the company can reach virtually everyone on the internet without any additional costs. In addition, it will also enable the new product to penetrate the international market, which is part of the marketing plan for MM Company. Internet advertising, therefore, enables the company to potentially reach many people at any particular time at a lower cost compared to traditional advertising methods. It is also fast as once the company puts up the information on the internet; it can be viewed and accessed immediately compared to other traditional methods. The disadvantage of the internet is that its audience is highly selective as it covers only the people who use the internet. This means that potential customers, not on the internet will not be aware of the existence of the product. It also exposes the company’s brand elements such as its trademark and logos to imitation by other people within the internet thereby jeopardizing the company’s success (Vurro, 2010). It is also quite difficult to gauge the effectiveness of the advertisement in reaching the prospective customers.
Traditional marketing methods such as use of the television and newspapers are more suitable for the domestic market to create awareness among the prospective customers. It includes the use of mediums such as television, newspapers and banners placed at strategic places. Use of popular television stations and newspapers enables the company to reach a large number of people within the domestic market. These methods have the advantage of reaching a large audience within the domestic market and enable the company to reach its target market. This can be done based on the timings of the advertisement as well as the channels which are chosen to carry the advertisement. For example, to reach the young adults and teen market, the company should advertise in channels that are popular with that age group. The use television and newspapers, therefore, have the advantage of reaching a wide audience within the domestic market as well allowing the company to select its specific target market. The major disadvantages of these advertising medias include the newspaper having a short shelf life as it is produced daily hence the company has to keep advertising to create awareness. The television also faces a challenge as most people generally skip commercials and hence may not get the full message intended by the advertiser. In addition, advertising in television and print media is quite expensive as the company pays per second on the television commercials while in print media, it depends on the page chosen and they cost is incurred regularly if the company wants to create an impact (Biagi, 2010).
MM Company should use a mix of the two advertising options in order to meet the largest possible audience. The print and television advertising medium will be extraordinarily useful within the domestic market which is the initial market of entry for the company. It will enable the company to have an impact in the local market prior to venturing in to the international one. The company can monitor its impact after advertising on sales and inquiries made on the new product. The ability to choose a specific market segment is also crucial in ensuring the company reaches the specific target market for its product making them aware of its existence. The internet will be used to supplement the advertising on these mediums and communicates further on the existence of the product and where it can be accessed. The combination of traditional marketing methods with the internet will allow the company to reap maximum benefits from both mediums and generate more sales.
References
Vurro, M. (2010). Critical Evaluation of Internet Advertising. Santa Cruz, CA: Grin Verlag Publishers.
Biagi, S. (2010). Media Impact: An Introduction to Mass Media. Boston, MA: Cengage Learning.
Creating the Cotton South
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Chapter 12 Summary
Creating the Cotton South
Chapter 12 starts by focusing on the development of the cotton South, starting with the expansion of the slave trade due to the exhaustion of various tobacco regions in Chesapeake, which resulted in the existence of surplus slaves. The following expansion of the economic development to new lands in the Southwest and the Southeast brought about new demands for slave labor. Slavery was expanded even further due to the government’s securing of Louisiana, as well as the removal of Indians, and the annexation of Texas as well as other lands from Mexico. Despite the end of international slave trade, the natural increase in the African American population ensured a steady supply of slaves. By the year 1860, the author argues that a number of different groups made up what had come to be viewed as an increasingly complex society. These groups ranged from yeomen, middle-class planters, elite planters and propertyless whites. Further slave holding as well as non-slave holding whites continued to compete politically over land taxation, luxury goods and slaves, while others concentrated on creating a race based society that would see all whites own property and become slave owners, with other whites fleeing to areas such as the Appalachian Mountains, to create free labor counties. In 1860, the South opted to remain committed to the institution and expansion of slavery due to a number of reasons, ranging from abundant land, which increased the demand for slaves, high profits in cotton cultivation, the high demand for cotton by Europe and Northern United States, and the belief that slavery was good for the society and was in tandem with republican values, to the view that the existence of a slave society reinforced white superior identity and privileged all whites.
The African American World
In terms of spirituality, and culture, a few similarities existed between whites and blacks, with the Second Great Awakening influencing both groups to turn to spirituality. Further, the similar environmental and geographical conditions also resulted in a similar diet for both groups. The origins of the cultures for both whites and blacks differed, with African Americans adopting certain practices from their African cultures, while the white culture was predominantly influenced by European, English and Scottis-Irish backgrounds. The obvious wealth differences also meant that the standard of living for whites was actually much higher than that of the African Americans, in terms of food, housing and clothing.
Some of the cultures borrowed and incorporated into the African American culture that have persisted to date included, incest taboos, the ring shout, and values of African marriage. Although some such as ritual scarring were eroded by the passage of time, the important ones remained. The institution of slavery also resulted in the development of other cultural practices, such as the prohibition of mutilation of slaves by other slaves, as well as the adoption of religion. The place of free blacks was also not really different to those of slaves, as they were forced to live precariously, and were mostly relegated to very low paying jobs. Further, they were not allowed to own property or vote. Blacks were also denied the liberty to join political parties or unions, as well as participate in juries, or testify against whites in courts of law. Most Free blacks in the south at the time, lived in coastal cities, and worked as domestic servants and day laborers.
Creating the Best Workplace
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Introduction
Industrial relations refers to a multidisciplinary field that examines the employment relationship. It is composed of three aspects including problem solving, ethical and science building. Organizations involve an interplay of the different players including the public, customers, management and workers. Nevertheless, some companies are deemed better than others with the best companies being places where individual differences are cherished, adds value to the lives of employees, stands for meaningful things, incorporates no stupid rules and comes with intrinsic rewarding work. Considering the conflicting interests of employees and employers, it is well noted that these relationships are sharply antagonistic and embedded in the sociopolitical system. In essence, the intervention of the state is required in order to balance the employment relationship, as well as create economic efficiency and enhance employee equity.
Social, economic and political environments within which the company operates may have positive or negative impacts on the organizations. This is especially seen in the case of Novo Nordisk, when its insulin-production facilities violated regulations of the FDA, thereby leading to the banning of the insulin in the United States market. On the same note, one can note the case of banning soda by Novo Nordisk in all its buildings. This resulted in a flood of comments with many stating that this was an affront on personal freedom resulting in its review.
Varied concepts and values of industrial relations have been identified as fundamental. First, there is the concept of equity and fairness where one and all individuals are treated equally under comparable circumstances, with the organization going by the will of the majority. On the same note, there is the concept of power and authority, which revolve around the capacity to impose influence or control, as well as the right to command and expect obedience from others. Individualism and collectivism revolves around the conflicting nature and views of individuals and society alongside their relationship. The concept of trust, integrity and transparency revolve around adhering to one’s professions, openness in communication and sharing information. These are concepts that employees are required to apply in varied situations. For example, communication and sharing information is required in establishing trust and safeguarding transparency. On the same note, while different people have different views, they should be channeled towards attaining the common goal.
The case study incorporates some snippets pertaining to the role of representation in the workplace. It acknowledges that there are conflicting interests between employees and their employers, with junior workers being extremely skeptical of hierarchies. It quotes the example of Job Lewis, the parent company for Peter Jones and Waitrose, which slotted the more than 2200 jobs into 10 levels of hierarchy to allow employees to optimize on the opportunities in the organization. The deliberate effort to match the employees with the jobs that they wanted was meant to benefit the workers. While there may be different avenues through which the needs of employees can be aired, workers representation is necessary and of utmost importance. This is especially considering that it would come with an element of autonomy that cannot be threatened by employers.
The management has an immense role to play in industrial relations. However, there are variations as to the level of participation of different management levels thanks to their different powers and authority. Scholars note that the top management has a bigger role to play than the low-level management as they have a higher level of interaction with employee organizations on a larger scale than the lower management tiers. The management represents the company’s interests in which case it must work with employees in order to come up with terms that are acceptable to both parties. Developing acceptable packages allows for increased motivation and productivity of employees, thereby enhancing competitiveness.
The ideas outlined in the case study recognize the varied industrial relations practices. It outlines pragmatic and proactive, as well as open-minded and transparent behaviors in the workplace where the employees are given an increased stake and role in the workplace. This is especially with regard to the case of LVMH a company that specializes in the manufacture of luxury goods where talented individuals are incorporated irrespective of their different opinions, with the only focus being on the management which evaluates and monitors their ideas with a business focus. This allows for cooperation irrespective of opposite ideas. These ideas come as extremely helpful considering that every individual has a different input, which would contribute to the solutions at the disposal of the company. In this case, the only challenge revolves around tapping their talents and channeling their efforts towards collaboration and cooperation.
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Creating the best workplace on earth requires that the workplace allow for independence of thought. This is the first thing that I would cultivate especially with regard to letting people be themselves. In this case, while I would recognize the dominant cultures in the workplace, I would cultivate individualism by forgoing orderliness and formality in enhancing creativity and innovation. On the same note, I would open up all the channels of information so as to ensure transparency and accountability. This would allow for enhanced sharing of information, in which case the workers would own the productivity process, be motivated and more satisfied with their jobs.