Surprisingly, the marketing community started out with a few handbills and ads that were
considered boring and unreadable. In the early days, companies and marketers barely researched
what their consumers truly wanted in a product. Over the last century, the marketing landscape
has changed dramatically with the introduction of technology, and an emphasis on providing
value to the customer.
The Beginnings of Marketing
One of the earliest and most successful marketing campaigns were those for the New
World. At that time, Great Britain boasted the most advanced advertising, using extravagant
language on signs and handbills to get citizens to adventure to the colonies of America. This was
believed to have had a substantial impact on emigration and colonization of America. However,
advertising in the colonies, though well-established, was rudimentary at best, as the colonists
were mostly rural farmers and tradesmen with little need for advertising. The country also
lacked efficient transportation and communication systems to support national advertising. As
such, marketing materials were neither pleasing to the eye, imaginative, or legible (Foner &
Garraty, 1991).
The Antebellum advertising period saw repetitious marketing that was just as
unimaginative as it had always been. It was not until the 1820’s, as larger cities began advancing
along with printing technologies, that advertisements improved. During this time, newspapers
were treating advertisements like stories, changing them out daily. By the 1840’s, the beginnings
of advertising agencies could be seen through Volney J. Palmer’s business listing for his “coal
and advertising” company. While innovative for its time, this example demonstrates how
undifferent...
... middle of paper ...
...lved over the last century.
References
Foner, E. & Garraty, J. A. (1991). Advertising. The reader's companion to American history.
Houghton Mifflin Company. Retrieved from
http://elibrary.bigchalk.com.ezp-01.lirn.net.
Kotler, P., & Keller, K. (2012). Marketing Management, 14th edition. New Jersey: Prentice Hall.
Millington, R. (1997). The history of direct marketing (in one short chapter). Marketing, 4-6.
Retrieved from
http://search.proquest.com/docview/215000739?accountid=159007.
Mills, K. (1999). A history of marketing through champions. Marketing News, 33(6), 12.
Retrieved from
http://search.proquest.com/docview/216403849?accountid=159007.
O'Mahony, S., & Meenaghan, T. (1998). The impact of celebrity endorsements on consumers.
Irish Marketing Review, 10(2), 15-24. Retrieved from
http://search.proquest.com/docview/204576526?accountid=159007.
Today’s society is full of products that have numerous varieties. But, little do customers know about the time before when there was one type of each product. In Malcolm Gladwell’s “Ketchup Conundrum” article, he offers many different situations providing an explanation on how some products came to be, and how some name brands made their way into the business world. Consumers are lucky today that there is almost any variety of product to fit their wants or needs.
Henretta, James A., Robert O. Self, and Rebecca Edwards. America a Concise History. Vol. 1: To 1877. Boston: Bedford / St. Martin's, 2013. N. pag. Print. Pages 195, 196, 198-199
Companies realize what people need and they take it as sources to produce commodities. However, companies which have famous brands try to get people’s attention by developing their products. Because there are several options available of commodities, people might be in a dilemma to choose what product they looking for. In fact, that dilemma is not real, it is just what people want. That is what Steve McKevitt claims in his article “Everything Now”.
Have you ever thought how much research and effort a company has done to make their product appeal to you? A company will conduct surveys, record human responses to specific images, and adhere to government regulations not to mention all the different designs produced, just so that you will want to buy their product over their competitors. In Thomas Hine’s essay, What’s in a Package, Hine discusses the great length the response that a consumer should have when looking at a product’s packaging, the importance of manufactures’ marketing campaign, the importance of packages depending on the culture, then finally to why designs will change over time.
There are so many marketing techniques that companies use in today’s world. There are also many competitions that companies face because of the advancement of marketing and different kind of brands. Old spice does a great job advertising and campaigning by using classical conditioning. Old Spice is an American brand that males use for grooming, they do a great job marketing the product and presenting them to consumers. Classical conditioning is when theorists teach either animal or human certain behaviors passively through repetition. After the theorist teach the animals, the theorist measure and see what the response. One of the most important thing about classical conditioning is to see something repetitively, and learning how to behave. Old Spice uses classical conditioning to influence consumers’ attitude because it shows the commercials repetitively. Classical conditioning also involves unconditioned stimulus, conditioned stimulus, conditioned and unconditioned response. Old spice’s commercials have everything included. Response campaign was a huge success because it involved everyone; it included mass media such as TV, print and digital ads.
Firstly, one of the most important focuses would be given to the target customer as we will need to know more about their taste and preferences. What it is they need and or want. Particular topics covering this area will be, the need for ‘Market segmentation’, identifying a competitive position in the market about to enter in the market and studying consumer behaviour, will all be discussed.
Lamb, C. W., Hair, J. F., McDaniel, C. D., & Wardlow, D. L. (2009). Essentials of marketing (6th ed.). Cincinnati, Ohio: South-Western College Pub..
Every company wants to understand why people decide to buy its products or others. Firstly, we have to understand why people buy certain kind of product. People buy products because they need them. A need is activated and felt when there is a sufficient discrepancy between a desired or preferred state of being and the actual state. (Engle£¬Blackwell and Miniard. 1995. p407 ) For example, when you feel hungry, what you needs is some food. It is very important for marketer to understand the needs of consumers. All the consumers may have the same needs, but the ways which they satisfy what they need are different. Here is a example, Chinese people would choose rice when they feel hungry, whilst British people may choose bread to satisfy their needs.
With the rise of the economy, consumers have become more and more knowledgeable on selecting their favourable product as a result the organization cannot focus on what it sells but on the side focus on what the customer wants to buy.
When creating a marketing mix for a product, the company needs to look at the 4Ps: product, place, price and promotion (Eugene McCarthy, 1960). “When considering the 4 P’s of the GoPro, it is clear that the company’s success has been due in large to such great marketing.” (Suki Chan, 2013)[1].
Marketing professionals create, manage and/or enhance brands in order to create or bolster demand for the product. A successful marketing plan will help assure that consumers look beyond just the price or function of a product when making a purchasing decision, in part, a well planned marketing effort will create a “feel good” association about the product the consumer is about to purchase (Petty) A key part of a career in marketing is to understand the needs, preferences, and constraints that define the target group of consumers or the market niche corresponding to the brand. This is done by market research. This is accomplished through market research, essentially using survey techniques, statistics, psychology and social understanding to help gather information on what consumers want and/or need, and then designing products, or services, to hopefully meet ...
Marketing is a fundamental aspect of all businesses, whether they are set out to make a profit, or charitable organisations - they will have to carry out marketing research of some description. It has been described as being, “the management process responsible for identifying, anticipating and satisfying customer requirements profitably.” (Chartered Institute of Marketing) This essay will explore the role of marketing in a marketing oriented business and different aspects of the external environment that a smartphone company should be aware of. The points raised throughout will be supported using relevant journals, textbooks and newspaper articles.
In all reality, all businesses will, in some way shape or form, complete all of the marketing activities, even if completing these activities is not their main goal. (Dlabay 2006.) These marketing activities are product, place, price, and promotion. A business tool called that marketing mix takes all of these activities and puts them together in a way that can be used to help improve a business’s marketing strategy. Product is what the company is selling; Place is where the consumer will obtain this product; Price is what the consumer will pay for the product; Promotion is any type of communication that is intended to remind, inform, or persuade. (Dlabay 2006.) The marketing mix and the four P’s describe very well what business marketing is all about.
As a result of the above they were giving less importance to customer satisfaction and customer relationship building. This form of strategy conformed to short term business motives. In a globalised and highly competitive world, modern marketing is about concentrating ...
Even with commodities, there are quite a few parameters which brands can use to position themselves to capture a place in the consumer’s memory and consequently in their shopping basket. A few of the more widely accepted of them are: Consistency of Product Quality, Customization of the product to the extent possible, Providing a wider range of products, Identifying the most profit generating segments of the market and modifying or adding an offering to cater to their specific needs, Unique packaging, Emotional Branding and even basing branding on building a unique image to the extent of professing to have a brand personality. In fact focusing on getting consumers to build an emotional identification with the brand and its personality has a far longer lasting effect and builds far greater loyalty than focusing on just functional and utility attributes which a competitor would also able to easily match if not surpass.