Now to be a good executive.

Билет № 1.

1.The Four P's of Marketing.

The four P's of marketing are:

1. Product

2. Price

3. Place

4. Promotion

Product is what you are selling. Not just the physical product or the actual service, but all the customer benefits and values that the product represents. It is usually not important to have the best possible product. Cutting edge and feature packed products cost more. The key is to have the most valuable product in its price range.

Price is the amount that the customer must pay. This is the acid test of whether the features you added to the product were really valuable, or whether you might have been better to cut a few low-value features out and so be able to offer a lower price.

Place is sometimes thought unimportant to online business. However, many deals still go best with a handshake. Services can only be cost-effectively provided within a fixed travel-radius. Shipping costs matter. Place is still a vital concern. With the internet, all online shops are on the super-highway and equidistant to any customer, and yet people still look for local and regional suppliers. Financial and legal issues are still mostly set by place too. Where will you place your distribution centers? Would better placement of your business let you ship faster or more cost-efficiently?

Promotion is the P that everyone knows Marketing is about. Of course, we are not only talking about advertising in promotions, but also sponsorships, public relations, special offers, viral marketing, and so much more.

Every business, and every product or service, will need its own special blend of those four elements. The cheaper the product and the better your place, the lower the price you can offer. The more attractive a product is for the price, the further people will travel or the longer they'll wait, and the less promotion the product will need.

The 4 P's of marketing all inter-relate to create an overall mix that you can control, and in doing so, can find the optimum blend for your customers and market conditions.

2. Bloomberg founded…

Bloomberg founded his multimedia empire in 1981 when he decided to center on the most basic and valuable of the late 20^th century commodities: information. He set to work with a small group of computer programmers to come up with an analytical system that would be simple for brokers to use.

With some initial financial backing from Merrill Lynch, he built his network to deliver stock and bond information, a database of corporations’ histories and analysis. And he named it Bloomberg. Today, Bloomberg terminals, for which subscribers pay $ 1,200 a month, sit on the desks of 75,000 financial analysts around the world. Bloomberg disdains critics who predict that Internet will provide serious competition for his company.

Internet is nothing more than a delivery system, which can help to reduce company costs but it doesn’t provide tools to analyse financial information. The data that the use are publicly available, but the value added is in the categorization and the utilities that let subscribers do something with it.

Билет № 2.

1. Marketing and its concept…

In articles and forums around the web, there is an obvious, common misconception of exactly what 'Marketing' actually is. Often people use the word marketing as though it were just another word for advertising. Some seem to think that Marketing is just another word for Promotion. Neither is true. Marketing is a far broader topic that holds promotion as a sub-function of marketing, and advertising as a sub-function of promotion.

Whatever your current understanding of marketing, from none to major, this essential primer should provide some interesting reading and should ensure that you have a good grasp of what marketing is, and how to use marketing to massively improve your business.

So What Is Marketing?

In the broadest sense, marketing incorporates everything about understanding markets (both yours and the ones you have not yet made yours), bringing your product/service to a market, and even developing new markets.

To get to the real essence of marketing, as I've mentioned once or twice before, marketing is about producing what you can sell, rather than just selling what you can produce.

Marketing is basically the strategic part of business.

Marketing incorporates or impacts heavily upon all of the following activities:

¾ Business Development

¾ Product Development

¾ Market Development

¾ Market Research

¾ Competitor Analysis

¾ Pricing Strategy

¾ Public Relations

¾ Customer Service

¾ Promotions

¾ Brand Development

¾ Company/Corporate Identity

So, now that you see how big and broad marketing truly is, I've probably just scared the heck out of you. Well, sip that drink and we'll start on how to get a handle on it.

2. The marketing people are desperately seeking ways…

The marketing people are desperately seeking ways to increase the business and to come up with a strategy which would put them clearly ahead of their competition by differentiating their company in the eyes of consumers. In a fragmented market it is critical to conduct studies and to compile detailed profiles of consumer groups.

Market researchers are being asked to carefully design questionnaires to determine the exact needs and demands as well as establish what affects consumers’ buying decisions when they choose one product instead of another. The aim is to develop detailed knowledge of consumer attitudes which can form the basis for a new brand initiative.

Билет № 3.

Viral Marketing.

Viral marketing and viral advertising refer to marketing techniques that seek to exploit pre-existing social networks to produce exponential increases in brand awareness, through processes similar to the spread of an epidemic. It is word-of-mouth delivered and enhanced online; it harnesses the network effect of the Internet and can be very useful in reaching a large number of people rapidly.

Viral marketing is sometimes used to describe some sorts of Internet-based stealth marketing campaigns, including the use of web logs, seemingly amateur web sites, and other forms of astroturfing to create word of mouth for a new product or service.

The term "viral advertising" refers to the idea that people will pass on and share cool and entertaining content; this is often sponsored by a brand, which is looking to build awareness of a product or service. These viral commercials often take the form of funny video clips, or interactive Flash games, images, and even text.

Viral marketing is popular because of the ease of executing the marketing campaign, relative low-cost (compared to direct mail), good targeting, and the high and rapid response rate. The main strength of viral marketing is its ability to obtain a large number of interested people at a low cost. The main weakness is that sometimes messages can look like e-mail spam and this creates the risk of damaging the brand. The 'from' and 'subject' lines then become very important in order to remedy this problem; for example, when sending a link or webpage, sometimes the subject line is "(Name of person here) thought you would like this page". The receiver will then recognize the name and know that it is not unsolicited.

The most difficult task for any company is to acquire and retain a large customer base, through the use of the internet and the effects of e-mail advertising the B2С[1] efforts have a greater impact then many other tools of marketing. E-mail generates 15% of online sales in North America and is on the increase. Viral marketing is a technique that avoids the annoyance of spam mail; it encourages users of a specific product or service to tell a friend. This would be a positive word-of-mouth recommendation. One of the most successful perspectives found to achieve this customer base is the integrated marketing communication (IMC) perspective.

History

The term viral marketing was originally coined to describe various free email services' practice of appending advertising for themselves to outgoing mail from their users. The assumption is that if such an advertisement reaches a "susceptible" user, that user will become "infected" (i.e., sign up for an account) and can then go on to infect other susceptible users. As long as each infected user sends mail to more than one susceptible user on average (i.e., the basic reproductive rate is greater than one), standard results in epidemiology imply that the number of infected users will grow according to a logistic curve, whose initial segment appears exponential.

Types, Methods, and Barriers

Types of Viral Messages:

Pass-Along: A message at the bottom of the e-mail that prompts the reader to pass along, such as chain-letters.

Incentivised Viral: Offering rewards for providing someone's address. This can dramatically increase referrals. However, this is most effective when the offer requires another person to take action. Most online contests offer more chances of winning for each referral given; but when the referral must also participate in order for the first person to obtain that extra chance of winning, the chance that the referral participates is much greater.

Transmissions of viral marketing can occur in one of three ways.

Word of Web: Typing into a web-based form that converts that information into an e-mail, sends to recipients. An example of this is any article at MSNBC.com (http://www.msnbc.com). In the article, there are links that encourage you to send to a friend; this brings you to a web-based form that you fill out, and this form converts all of the information to the recipient in an e-mail.

Word of E-Mail: The most common type: forwarding e-mails, such as jokes, quizzes and 'compromising' pictures.

Word of Mouth

Barriers to Viral Marketing:

Size: If viral content is a video clip or streaming video, it may be too large for the recipient to receive. However, newer technologies are eliminating this problem, as internet connections grow faster and e-mail inboxes become more capable of receiving large files.

Media Format: A viral marketing campaign will be unsuccessful if the message is in a format that most people can't use; for example if particular software is needed that is not widely-used, then people will not be able to open or view the message.

Email Attachment: Many people receive viral marketing messages while at the office, and company anti-virus software or firewall (networking) can prevent people from receiving or viewing such attachments.

Cumbersome Referral Mechanism: For a viral marketing campaign to be successful, it must be easy to use. For example, if the promotion is some sort of game or contest, then asking for referrals should be an option immediately after the game, not as a condition to play.

3. European consumers are exposed to…

European consumers are exposed to hundreds of commercial messages a day, but the vast majority of these are ignored, so ads which shock have become more popular with advertisers.

It is believed that these ads force consumers to listen to their message. But some admen argue that it’s a little more complicated than that and brands can no longer expect consumers to take sales messages at face value.

Consumers challenge everything they are told and will prefer brands that give them something back, rather than the old-style “here’s our product ain’t it great!” philosophy which has dominated advertising since its inception. Thus ads can deal with social issues and refer to the news agenda these days.

Билет № 4.

1. The 4 “P's” in the framework of Shell Oil Company.

2. Bloomberg founded…

Bloomberg founded his multimedia empire in 1981 when he decided to center on the most basic and valuable of the late 20^th century commodities: information. He set to work with a small group of computer programmers to come up with an analytical system that would be simple for brokers to use.

With some initial financial backing from Merrill Lynch, he built his network to deliver stock and bond information, a database of corporations’ histories and analysis. And he named it Bloomberg. Today, Bloomberg terminals, for which subscribers pay $ 1,200 a month, sit on the desks of 75,000 financial analysts around the world. Bloomberg disdains critics who predict that Internet will provide serious competition for his company.

Internet is nothing more than a delivery system, which can help to reduce company costs but it doesn’t provide tools to analyse financial information. The data that the use are publicly available, but the value added is in the categorization and the utilities that let subscribers do something with it.

Билет № 5.

Now to be a good executive.

2. In a series of posters Volkswagen…

In a series of posters Volkswagen likened its new Golf to a religious revelation. Following furious complaints from the Catholic Church the German carmaker decided to retract thousands of billboard advertisements.

The company was accused of running a deliberately provocative advertising campaign showing disrespect for the fundamental values of society and for the beliefs of the faithful. The Volkswagen campaign night look like a marketing disaster, but increasingly ad agencies are selling clients not simply their ability to write ads but their ability to write ads that generate PR.

Some clients ask all agencies pitching got their business to demonstrate their ability to garner extra publicity. A deliberately shocking ad is the simplest way to get additional media coverage, and even if the media coverage is negative, it can still help to sell the product as advertisers like Benetton have already proved.

Билет № 6.

Date: 2015-12-17; view: 1170