Abstract This article addresses the issue of major changes and challenges that marketing may be expected to face in the 21st century. The writer questions whether customers will become homogeneous. In this paper, the writer discusses whether customers will still expect to receive targeted marketing that is directed at their specific needs.
From the Paper "The marketing function will face a number of challenges in the 21st century. One only needs to consider the dramatic changes that occurred in the 20th century to imagine what might occur in this century. For example the 20th century saw the first powered flight, a rapid increase in world population, great leaps forward in the area of medicine and healthcare, the introduction of electricity into most households in developed countries, the invention of radio and television, the rise of technology combined with the birth of ..."
Tags:marketing, target marketing, agingmarkets, 21st century challenges, EEU, Hong Kong, SARS
Abstract This paper examines the complexities of doing business in our virtual age, looking at the particular challenges of marketing a virtual bookstore. At the center of this paper is a case study of an individual who once owned a bricks-and-mortar bookstore and considered opening a virtual bookstore, only to find the marketing challenges too great. This study shows how the booksellers have had to adjust their own business practices so that they could interact in the smoothest possible way with virtual stores. This paper then presents some possible modifications that will allow this particular bookseller to succeed in today's virtual age.
From the Paper "Independent bookstores have traditionally taken chances on new authors, who often contribute substantially to making the marketplace of ideas more diverse. But the number of independent bookstores ? which have allowed new writers to find their audiences ? seems to decrease each day. The loss of these bookstores is not the same as the closing of a cute clothing boutique; each independent that closes takes with it some measure at least of the freedom of expression that exists only when it is used. The support of these newly emergent authors is something that virtual bookstore owners can use as a marketing strategy. This man, who is planning to open a virtual mystery bookstore later this year, intends to use this as a marketing strategy. Especially for mystery readers there's always this search for new authors. Mystery readers tend to read a lot of books and they"re always running out of new works to read by their favorites, so they"re always looking for new writers. And that's often very hard to find in a Barnes and Noble because they"re committed to these huge profits and sales figures. I"m not looking for that. I?m looking to make a little bit of a profit ? and I want to be part of the mechanism that brings new authors into the public arena. And I know that there are a lot of people who would appreciate that. I go to conferences all the time, and people are always asking when there's going to be a bookstore all about new voices."
An analysis of the expanding tween (tween is a word which describes an age group of pre teens aged 8-12) market and its influences on restaurants and retailers.
Abstract This paper examines a new business plan for the small but rapidly expanding Australian fast food chain restaurant. The writer discusses the ethical and legal issues when marketing to tweens and when acquiring finance for marketing, as well as the correct way to market to tweens without upsetting laws and still remaining ethical in the process. The paper further explains how branding and image marketing is an excellent opportunity to capture a larger chunk of the tween industry.
Table of Contents:
Introduction
Strategies to Market to Tweens
Ethical/Legal and Business Issues when Marketing to Tweens
Communications
Branding, Image Marketing Finance
Expectation of Sales
Conclusion/Recommendations
From the Paper "The Tween market is an ever growing market which has grown from 15% in February 2002 - 40% in December 2004 (Marek 2006, p. 1) and has seen marketers take advantage of Pre teens aged 8-12 in an effort to capitalise on this enormously expanding market. Recent increases in sales in the market segment have seen the small but rapidly expanding Australia fast food chain restaurant want to increase its market share by increasing revenue through intelligent marketing. Tween have influences of parent and their decision making when purchasing products. This report will outline strategies used to market to tweens and the ethical issues involved in the process."
Abstract According to this paper, in the age of information many of the fundamental techniques and theories underlying marketing remain unchanged from years past. The paper contends that what remains important is that managers today must first recognize that advertising is just part of the marketing function and must then identify who their internal and external customers are. The author explains that marketing requires a careful assessment of the environments in which these customers exist and says that there is no room for complacency in achieving any of these initiatives. The paper concludes that both public and private enterprises must become true learning organizations that can reap the benefits of past knowledge while identifying opportunities for improvement and capturing additional market shares.
From the Paper "All organizations seek to provide their internal and external customers with the best possible mix of quality and service, but many fall short of these goals. While the emergence of e-commerce and its impact of the marketing function have been profound in recent years, many of the fundamental purposes and underlying tenets of marketing remain unchanged. In order to better understand the forces that tend to affect all organizations, though, managers must recognize what issues are important and which are irrelevant or less important to achieving an organization's goals; furthermore, managers must also be able to formulate timely and effective methods of promoting their product or service in an increasingly globalized and competitive marketplace. To this end, this paper will provide an analysis of what means and methods are important to understanding markets and marketing, followed by a summary of the research in the conclusion."
Tags:marketing, internal, external, customers, information, age
Abstract This paper shows how statistics can help determine a target audience to aid market research. It uses as an example the Cumberland County SPCA, which needs to know the groups of individuals they want to reach so they can find homes for their animals. It discusses what aspects should be looked at when deciding a marketing plan for pet adoptions, including age, income, type of household and length of residence of the local residents. It provides demographics for Cumberland County and shows that by correct analysis of the available statistics, there are numerous households in the area that can provide loving homes for needy pets.
From the Paper "Age can be a factor for many reasons. Families with young children may be looking for that first puppy to love and help teach the child responsibility. Young adults just graduating from college may want a kitten for companionship in their first apartment. When the children all leave home, those who are in their 40's and 50's may fill the void created by looking at a young dog or cat. The elderly suffering from loneliness after losing a spouse may benefit from an older dog or cat who needs them as much they need it."
Tags:age, income, residence, household, demographics, marketing, plan
Abstract This paper examines the impact of generational marketing which segments the consumer audience into various age groups. According to statistics the audience most desired is between the ages of 19-34, which results in most products advertised on television aimed at this particular group. This paper also probes the marketing approach of several brand name companies including Seagram's, Weight Watchers and Betty Crocker.
From the Paper "Marketers have also researched who watches the evening news, and found that the audiences skews older. So, the commercials tend to be aspirin, vitamins, some medications for ulcers or heartburn or lowering cholesterol. It is this "older" generation which is afflicted most often with the discomforts and illnesses that these products help "cure."
Tags:marketing, research, advertising, consumer, media
Abstract This paper provides a case analysis of "TV Guide"'s marketing strategy, which emphasizes age targeting. The paper examines the Guide's success in targeting both the baby boomer generation and the 34-and-under segment.
From the Paper "The greatest strategic marketing issue for TV Guide is targeting its market by age groups. According to 'TV Guide''s demographics, its readers are divided almost evenly between men and women and its readership increases with ..."
Tags: TV Guide, case analysis, marketing, baby boomers, targeting, age
Abstract This paper discusses the issues of an aging population effects society in areas such as medicine, education and the workplace. The author points out that this aging population effects food and living arrangements. The paper explains the way aging effects the media.
From the Paper "People are living longer today than they used to and this is resulting in a much larger elderly population than formerly. While the number of people under age ... in the U. S. has increased by a factor of three during the ...th century, the number of people over age has increased by a factor of eleven Consequently the elderly who comprised only ... in every Americans ... million in made up in ....million in ... . Declining fertility and mortality ..."
Abstract This paper showcases the three-year marketing plan for deLeon moisturizer, a skin care range under the Mark Kay name. The author presents a SWOT analysis that includes the strengths, weaknesses, opportunities and threats that the product has as compared to its competitors, and considers the target market of the product. The paper examines the promotional strategy for the product and explains how deLeon's integrated marketing communication will comprise of media advertising, personal selling, sales promotions in department stores, and print advertising in magazines and flyers targeted to specific market segments. This paper includes graphs, charts and figures.
Table of Contents
Introduction
SWOT Analysis Chart (Figure 1)
Situation Analysis
Strengths
Weaknesses
Opportunities
Threats
Competition Comparison Chart (Figure 2)
Market Segmentation and Targeting and Positioning Strategy
Market Segmentation and Targeting Strategy
Positioning Strategy
Positioning Statement
Market Goals and Objectives
Product Strategy
Price Strategy
Place Strategy
Promotional Strategy
Relationship Diagram - 4 P's (Figure 3)
Product Differentiation, Brand Management and Services Marketing Pricing and Supply Chain Management
Pricing Objectives and Strategies
Hypothetical Breakeven Analysis (Figure 4)
Breakeven Point at the Chosen Price Point
Integrated Marketing Communications
Integrated Marketing Budget
Conclusion
References
From the Paper "Generally, people are concerned with aging, which is why anti-aging products have become so popular over the last decade. From 2002 - 2007, the industry grew 63% to $1.6 billion in the U.S. alone! It is in this light that deLeon came to be: The Fountain of Youth of Skin Care, a moisturizer branded by the Mark Kay name. The name deLeon was taken from Ponce deLeon's discovery of Florida, when he went in search of the Fountain of Youth - vitality restoring waters. The symbol, a fountain, represents youth and serenity. While we didn't use a fountain to represent this age-defying product, we used serene packaging, and calming blues and greens to bring a spa-like aura to deLeon."
Tags: skin care, anti-aging, women businesses industries branding
Abstract This paper reviews and discusses the anti-aging product Relastin Skin Revitalizer. According to the paper, this product is designed to promote self-esteem and confidence through a look of youth, but the manufacturers neglect the important fact that age is not simply a visual concept, but a physiological fact of life.
From the Paper "As McCarthy points out, there are numerous things human beings do to fight the signs of aging. From taking melatonin, DHEA, antioxidants, and other vitamins to using anti-wrinkle creams and hair restoration products, humans spend vast amounts of money on trying to slow aging (McCarthy, 549). But as Hayflick notes, all cells flourish and divide as living cells for a specific period of time, but eventually, these processes stop and the cells die. The only cells in the human body to continue reproducing endlessly are cancer cells (McCarthy, 547). Thus, regardless of what products one uses to slow the signs of aging, the aging process continues without fail."
Abstract This paper examines the factors involved in marketing American light beer in Germany. In particular, the paper discusses demographics, sociocultural acceptance of the product, the legal environment, and the market competition and looks at how all these aspects factor into the marketing of American light beer.
Outline:
Size of Market (Demographics, Socioeconomic Status, Urban/Rural Breakdown)
Sociocultural Acceptance of Product--Is Adaptation Necessary?
Legal/Bureaucratic Environment (Imports, Local Manufacture, Taxation)
Competition in Market Economic and Political Climate for Foreign Business
Methods for Marketing and Distribution (4 P's)
From the Paper "Germany, it should be noted, has a drinking age of sixteen, and people are almost never asked for identification. Drinking in public is legal as well, thus the opportunities for marketing to a wider age group are broader than in the United States, given that people began drinking earlier, and drink more frequently in social settings--often consuming less highly alcoholic brews, but more regularly through the day ("Travel guide: Eating and drinking," 2007, Deutsche Welle). But because certain beers in rural areas are closely tied to regional pride, and shopping for local foods and drinking at pubs and beer halls is such an ingrained part of German culture, it might be difficult to alter the buying and consumption habits of all Germans, particularly those living in Germany's still fairly substantial rural population. Urban dwellers thus might be the more likely target of a new light beer marketing campaign."
Abstract This paper begins by providing a scan of marketing trends in the current business world. It then moves on to the phenomenon of marketing in the senior citizen sector and the changes that need to be made to classic marketing methods in order to fit this unique population group.
From the Paper "The Wall Street Journal recently ran an article looking into the changing needs and desires of the new class of elderly, the aging baby boomers. "We are stunned at the high percentage of older consumers who felt that their needs were not being met. According to a survey by Georgia State University, consumers 55 and older control 75% of the nation's wealth, and about half of the discretionary income. Other studies from Grey Advertising warn that marketers who overlook the 50-and-over market could be headed for disaster. The over-50 age bracket is an especially good market for tax and legal advice, home entertainment, financial services, and travel and clothing." Time Magazine also echoed the findings as they chided Madison Avenue for disregarding a vast, long ignored market. (Bauer, 1989)"
Abstract The essay explores the new strategies of marketing and promoting magazines keeping in view the new trends in the readership. It analyzes current marketing perspectives and challenges these, while suggesting alternative and revolutionary ideas. It focusses on the older age group in society.
From the Paper "It is not difficult to see that the consumer market has changed drastically. Once where there was reign of young consumer who was believed to have the buying power, In order for any good marketing and promotion campaign to work it is important to realize when there is a need for change to ensure that the business aims to prosper and reach its aim. Promoting and marketing the magazines in such a way that it will attract older consumer is in light of this research the only way forward, and it is time for the publishers to review its policies."
Abstract This paper studies the impact culture has on the aging process and discusses the concepts of successful aging, productive aging and comfortable aging. The author looks, in particular, at the American culture and how it affects the process of aging and concludes that as the American culture attaches a great deal of significance on financial independence and individualism, these are the factors that will contribute to the behavior of elderly people and their mentality as they age.
From the Paper " It is worth mentioning that every culture has its own behavioral code for every age group, therefore, there are certain stereotypes or standards, which should be met. Analyzing the impact of American culture on the process of aging, disease management and pain control, we must first identify the main features of American mentality. Having West-Indian origins, American culture can be characterized by the fear of aging; probably, it would be better to say the fear of death. Therefore, the elderly attempt to decelerate the process of aging in every possible way, for instance anti-aging drugs or plastic surgery."
Tags:aging concepts, health and mental well-being, independence
Abstract This paper defines and clarifies the debate over different types of aging. Starting with the revolutionary work of Havighurst in the late 1960's and incorporating research from the present day, this paper defines the three central components of aging: physiological, psychological (cognitive), and social. Numerous examples of both successful and unsuccessful aging across all three components are described, and backed by empirical research. No clear "recipe" for successful aging can be given, but this paper is a thorough and modern overview of this facet of psychology as it stands today.
From the Paper "In the late 16th century the Spanish explorer Ponce de Leon set out on a quest to discover the fountain of youth. Intruding into uncharted and hostile Indian Territory, de Leon was struck dead by an arrow to his heart, at the age of 47. Today millions of Americans and billions worldwide are experiencing the golden years that evaded De Leon. But does older age necessarily equate to 'golden years'? Since at least the 1960s gerontologists have been developing conceptual frameworks, called schema, to describe ideal outcomes of the aging process. One of the most commonly used terms to describe good old age is "successful aging", often attributed to R.J. Havighurst (1961). This concept lies at the core of the practice of gerontology; the Havighurst article appeared as the first conceptual piece in the first issue of the discipline's prime publication, The Gerontologist. Defining 'successful' aging has been an issue of debate ever since. However, a complete definition must include at least three components: physiological, psychological (or cognitive), and social. It also must be able to be clearly distinguished from the opposite end of the spectrum, namely, 'unsuccessful' aging."
Tags:age, alzheimer, cognitive, development, developmental, geriatric, geriatrics, gerontology, havinghurst, old
