Abstract This paper discusses a step-by-step plan for marketing Apple's new iPod V2.0, taking it from an idea to a world-wide accepted consumer product. It explores pricing strategy, production, product life cycle and predicts market growth, maturity and decline. In conclusion the author gives a positive outlook for the success of the iPod due to Apple's good reputation.
Pricing Strategy
Promotion
Product Life Cycle
Market Introduction Stage
Market Growth Stage
Market Maturity Stage
Sales Decline Stage
Conclusion
From the Paper "The loveable character in this classic movie presents to us the idea that life is more enjoyable with a brain. Humankind has pursued knowledge since history was recorded. Technology, from the printing press to the first-available 64-bit dual processing unit on the new PowerMac, has made knowledge acquisition easier. Acquiring knowledge comes with a price. Apple has a plan to reduce the costs associated with acquiring knowledge about music. The iPod V 2.0 is an affordable way to store vast amounts of musical data. It provides the ability to pick others brains through the features of iTunes and iTunes' partnership with AMG. Apple is promoting "iTunes + iPod = Your Musical Mind.""
Abstract This paper examines the state of the art of online audio and video advertisements. The author points out who uses these ads. The paper outlines three hypotheses of what might happen with this type of advertising in the near future and suggests methodology for researching these hypotheses.
From the Paper " Video advertising is rapidly replacing pop-up ads on the internet as the way to reach potential buyers. The technology produces television-quality video and audio without the technical problems usually associated with streaming media across the internet. The video commercial online format delivers full-screen broadcast-quality video over the internet in the form of .... megabyte .... second video spots from companies and advertisers such as Pepsi, McDonald's, A.T.& T and Honda The full-screen advertisements use a patented pre-cached delivery method whereby the ad is prepared during idle user ..."
Abstract This paper explains the role of children as decision makers in marketing. The author compares the impact of advertising on television vs. the internet. The paper discusses COPPA (Children's Online Privacy Protection Act).
From the Paper "Advertisers have long recognized that while children may not have jobs or outside income they are often very influential decision makers regarding purchases made in and for the home. Television advertising came under scrutiny in the ...s and ...s when Saturday morning shows that targeted children were examined for their advertising content. The Internet has brought with it a new type of advertising that is to some more sinister than the passive advertising of television. While the images, that are viewed on ..."
Abstract This paper discusses effective public relations programs. It further examines the elements of public relations that have been successful for various companies across the globe, and how these methods were instituted. The paper then demonstrates that effective public relations requires a structural foundation of goals within the company for the public relations professionals to refer to in times of crisis, as well as profit.
From the Paper "Many modern public relations professionals do not wish to be viewed as mere sales people attempting to market a product. However, researchers contend that every company has a purpose of promoting their business in order to achieve the goals of obtaining profits. Effective public relations programs do not lose sight of this goal. Furthermore, these programs incorporate a variety of practices that lead the company toward relations with the community, the media, and the global consumer that develop trust, loyalty, and a sense of good will that is reflected on the business product. Without these guidelines for effective public relations management companies have a difficult time reaching their full potential in today's growing global marketplace. Gary Ernst (2004) suggests that the exceptional public relations program should include: 1. Increasing knowledge about your company. 2. Stimulating referrals or advocacy. 3. Generating a sense of community involvement."
Abstract This paper defines marketing in organizations as a business practice that is necessary to create brand identities, brand awareness and brand equity. Particular emphasis is paid to some new and innovative marketing tools based on the Internet medium and the opportunity it presents for selective targeting of an audience. Additionally, the paper also discusses how information as a marketing device is accessed and collected through the Internet in terms of behavioral marketing techniques and related marketing strategies.
From the Paper "Marketing is a planned methodology to figure out how to create a desire or an affinity for something on the part of a consumer or customer whether internal or external or business or consumer. It is not even necessarily confined to the necessity of elevating sales. Marketing has been defined by several parties as nothing more than, "...series of activities that generates interest in your products and services"(Wilson, 2004, para.1) and the sum total of communications programs meant to achieve a desired result (Corder, Deasy & Thompson, 1999, para.1). While the author's personal observation of what marketing is and the various other given definitions of marketing are all equally valid, marketing is more often defined by the sheer variety of its characteristics rather than by one set of single accepted definition."
Abstract Dove's controversial advertisements for "Real Beauty" have set a new standard for beauty, or have they? This paper discusses the pros and cons of these controversial ads. It is a critical analysis of what message these ads are trying to send and who their target market is.
From the Paper "Beauty is that which gives one a sense of pleasure, but everyone finds pleasure in different things. Therefore beauty is subjective. Yet some groups of people try to make others believe that their own personal definition of beauty is or should be a universal truth. Supermodels, clothing brands, celebrities, fashion critics and beauty brands have all been part of it. Once in a while something, like Dove's Campaign for Real Beauty, pops up trying to redefine stereotypical beauty only by establishing a new one."
Abstract In this article, the writer examines the coffee shop industry in the Untied States. The writer points out that Starbucks is the dominant leader in this industry, followed by regional competitors Diedrich Coffee and the many individually owned and operated coffee shops throughout the metro area and the nation. Starbucks, Dietrich Coffee, and the Coffee Bean and Tea Leaf Company, which has locations both throughout the Western US and internationally, are the three companies included in this marketing strategy and competitive analysis. The writer demonstrates that Starbucks dominates the U.S. coffee market from a retail perspective and has critical success factors of global growth and supply chain coordination as their most pressing challenges. The writer concludes that the competitive growth strategy of Starbucks centers on the management team's focus on the development and launching of stores, on international growth and on improving innovation and new product development.
Outline:
Introduction
Segmentation Strategies
Marketing Mix Analysis
Website Analysis
Market Position Analysis
Micro-environment versus Macro-environment
Customer Relationship Management
Societal Marketing
Concept Stages of the Product Life Cycle
Personal Buyer Decision Process
Competitive Analysis of Advertising Efforts
Supply Chain Management Assessment
Sustainable Competitive Advantages
References
From the Paper "Starbucks' segmentation is also globally-focused, as can be seen from the world map shown in the following graphic. Segmenting globally has raised an entirely new set of revenue opportunities for the company, which expects by 2009 to have the majority of its revenue generated outside the United States. Investment analysts tracking Starbucks agree with this assessment. The backlash against globalization from western corporations is a major issue for Starbucks global growth plans, and their approach to highly customizing their stores and hiring only local workers, giving them health insurance, profit sharing, and respecting local customs has helped make globalization successful to this point. There is an abundance of work going on inside Starbucks right now to bring GIS expertise in-house to aid in their segmentation planning based on taking both demographic, psychographic and attitudinal segmentation criteria overlaid against potential market areas."
Abstract This paper explains that businesses use controversial television advertising because controversy spreads more rapidly amongst viewers and thereby increases the spread of powerful word-of-mouth advertising. The author points out that censorship only prolongs or intensifies questionable advertising. The paper explains that, because companies competing for profits will continue to believe that questionable advertising methods relay the most powerful messages, parents who are perturbed by this practice must set limits for their own children's television watching simply by turning it off.
From the Paper "The more protesters - slash - objectors holding up mini-billboards, or picket signs, simply just broaden the advertisement target area even more. Each person can forge their own opinions about the advertisement's approach, but at least the controversy has opened up the doors to many others to consider forming an opinion, whether it is good, or bad. The public response to the Janet Jackson Super Bowl stunt has gotten other advertisers to pull ads, in fear of upsetting TV networks, of course, due to upsets from viewers."
Abstract This paper explains that, instead of viewing children as young individuals who need to be nurtured, advertisers are using children as mere tools to get at their parents' wallets. The author points out that a key focus of the advertising world is to make the child brand loyal at a young age. The paper reports that psychologists advise companies to get children to pester their parents into buying the product through "child-aimed advertising". The author relates that advertisers use sex tactics to make children, especially girls, think that by buying their products they will be "grown up". The paper stresses that, just as countries around the world have adopted policies protecting children from the effects of advertising, the U.S.must do the same. The paper has an annotated bibliography.
Table of Contents:
Influence through the Ages
The Advertisers and Their Focus
The Range of Media
Advertising around the World
Suggestions for a Child Advertising Free Future
From the Paper "Advertisers benefit from the fact that children have not formed many memories at such a young age. Advertisers then pursue the child for a spot in their heads that can last for years to come. "The great thing about them is that their memory banks are relatively empty so any message that goes in gets retained." When advertising to children, companies go out of their way to ensure that their "target audience" is being sought out, reached and then compliant to the company's urges for the child to purchase the product."
Abstract This paper examines the intellectual property law of 'passing off'. The paper explains that the law of 'passing off' is a common law right of action in the law of tort and is based on the premise that 'nobody has any right to represent his goods as the goods of somebody else'. The paper looks at how the action is effectively one of unfair competition, and applies generally to situations where there is no registered trademark or any other intellectual property right. The paper then points out that a typical scenario would be when a defendant uses an unregistered trademark normally used by a claimant, and in so doing, represents the goods or services in such a way that the public is deceived into thinking that they are being offered by the claimant. The paper also explores how protection under the law of passing off is very much dependent on how much importance consumers place on the part when purchasing the product in question. In conclusion, the paper shows that the courts generally adopt a restrictive approach towards protecting the descriptive and the functional because granting such protection will have a negative effect on the market, and ultimately this is a question of fact, and the courts will look at all the circumstances of each case before making a decision.
From the Paper "So long as these criteria are fulfilled, the claimant would have successfully established 'goodwill' for his goods or services, but a descriptive mark runs the greatest risk of becoming too distinctive over time that it is deemed generic. By losing its ability to indicate source, the claimant can no longer rely on the law of passing off to protect the mark. This danger has been highlighted by the case of Linoleum Manufacturing v Nairn [1878], where the public began using the term 'Linoleum' to refer to the product generally, without connoting the source of manufacture. As such, the courts will be reluctant to allow monopoly over such terms so as to promote healthy competition in the marketplace."
Tags: intellectual, property, copyright, patent, trade, mark
