Marketing fundamentals essay

Marketing fundamentals essay Introduction In 1964 Neil H. Borden published the article: The Concept of the Marketing Mix. The marketing mix in Bordens concept originally included product planning; pricing; branding; channels of distribution or place; personal selling; promotions; advertising; packaging; display; servicing; physical handling; and fact finding and analysis, (Zineldin and Philipson, 2007, p231). According to this concept, the list of twelve ingredients of the marketing mix is adjustable. It could depend on what kind of elements or areas researchers want to focus on or emphasize to change more, but in The Concept of Marketing Mix, Borden (1964) already explained explicitly why he chose the twelve elements as the marketing mix. However, even though the idea of the marketing mix is derived from Borden, the 4Ps marketing mix which is known to the public was introduced by Jerome McCarthy: Product, Price, Promotion, Place (Constantinides, 2006; Gummesson, 2008). As Anderson and Taylor (1995, p2) claim: The major step in popularizing the marketing mix was the publication of Jerome McCarthys, Basic Marketing: A Managerial Approach in 1960. The purpose of this paper is to discuss whether the marketing mix is still a suitable approach to modern day marketing. For instance, with new technology and subsequent changes in peoples lifestyles, new marketing concepts are springing up, such as relationship marketing and service marketing. Therefore, is the marketing mix still useful today, or should it be improved or even replaced by other new themes; this is a controversial area. The marketing mix and relationship marketing A lot of criticisms are fined at McCarthys 4Ps model because researchers generally think that 4Ps are too simplified. Those who attack the paradigm have suggested that the model should have more factors added into it (Traynor, 1985; Magrath, 1986; and Doyle, 1994) or even use other factors, such as 4Cs to substitute 4Ps (Lauterborn, 1990). Grà ¶nroos (1994) even stated that it is time for the marketing mix to step down and let a new paradigm shift emerge. Moreover, during the past few decades, the debate that the marketing mix needs to be replaced by other new paradigm shift marketing concepts is going on (Constantinides, 2006; Gummesson, 2008). As discussed by Grà ¶nroos (2006), relationship marketing is one of the strongest candidates among so many competitors who are eager to substitute the marketing mix. Furthermore, as Grà ¶nroos (1994, p5) states: In marketing education, teaching students how to use a toolbox had become the totally dominating task instead of discussing the meaning and consequences of the marketing concept and the process nature of market relationships. This indicates that the marketing mix is a good model and memorable for students to understand the general marketing strategy concept. It may, nonetheless, limit students creativity idea in order to fit the framework at the same time. In fact, the marketing mix is still adopted by many scholars and is published in the majority of textbooks, but some have argued that customer relationship is an emerging trend in recent years (Grà ¶nroos, 1994). With time change, the pattern and relationship between sellers and buyers have a significant difference now than before (Coviello and Brodie, 2001). Take hospital industry in Taiwan for example: over the last few decades doctors have played a vital role in this industry. They are the kings and they are independent, because hospitals rely on them to make profits. In addition, the qualifications required to enter this industry are relatively high compared to other fields, so during that era the supply (hospitals) was much less than the demand (patients). This also results in hospitals not needing a good manager or a proper marketer to run the business, and yet they still can make money. It is common that, if patients are ill, they have to put their name on a long waiting list . Sometimes even if they have already made an appointment, due to too many patients in the same time period, they still need to wait. Moreover, after a long waiting time, when it is finally their time to see doctors, most of the time doctors are not so friendly. However, this kind of situation is totally different now. Health care industry is no longer a monopoly. As more hospitals are established, the competitions become more intense. As a result, owners of health care organizations start to emphasize the relationship between doctors and patients. In addition, managers also think that employees who may contact with customers are all part-time marketers (Gummesson, 1990). The main factor to cause this kind of change is that buyers (patients) have more choices nowadays. For instance, if there are two sellers (doctors) equipped with the same conditions, but one provides more support on intangible service and has good relationships with buyers, then buyers will definitely go to the one who shows more concern for them. Consequently, managers of health care organizations have to value patients and doctors relationships or they may keep losing customers. This also shows that relationship marketing is a new trend now. While it is interesting to note that some researchers attack the marketing mix is being outdated and in fact that it cannot be deemed as an unchallengeable foundation of marketing, they believe that it formed almost 40 years ago; the concept of it, they argue, in contemporary business or academic research is no longer useful. By contrast, relationship marketing is the new upcoming theme of marketing. Relationship marketing is neither original thinking nor a novelty theory, but it has already been in existence for quite a long time. Zineldin and Philipson (2007, p229) argue that relationship marketing is one of the oldest approaches to marketing. As early as about 25 years ago, the term was introduced as a strategy to service marketing by Berry in 1983, according to Crosby and Stephens (1987). By comparing the transaction-oriented marketing, which is part of the marketing mix feature with relationship marketing, most companies still put emphasis on attracting new customers rather than focusing on establishing a long-term relationship with their existing customers. As reported by Zineldin and Philipson (2007), finding new customers costs less than retaining current customers. Moreover, having a long-term relationship with clients is indeed profitable, but consumers desire is also endless. With more services are provided and a variety of products are easy to access currently, consumers just will want more rather than less, and their mind changes frequently. Accordingly, for companies to maximize profits immediately is both necessary and important for them (Zineldin and Philipson, 2007). Furthermore, relationship marketing focuses on not only the connection amid corporations and customers, but also the relationship between corporations. Consequently, relationship marketing may not be the case for all corporations. For example, if a tin companys ingredients are all from the same supplier, then once the food that the supplier offers has a problem, then the tin companys business will definitely be affected by lack of ingredients. As a result, some companies may not want to rely on another company too much (Zineldin and Philipson, 2007). The other point many academic scholars criticize about the marketing mix is that some standard marketing ingredients are not integrated with the marketing mix into textbooks to become a complete whole body (Grà ¶nroos, 1994;Gummesson, 2002). They are just like toppings on the pizza: the toppings are those additional Ps and the model of 4Ps is the base. The reason why it causes this kind of outcome is owing to model being oversimplified, from a list of elements into four Ps. However, at the same time it cannot be denied that the contribution of the marketing mix and four Ps is significant (Jobber, 2007). Although a lot of new concepts have emerged, it does not mean that the marketing mix will be replaced. To some certain extent, it is still a useful approach and provides a fundamental theory for people who want to study or explore this field. By combining the marketing mix with other spring up theories, it can allow marketing theory to become better. Even Grà ¶nroos is against the m arketing mix, but he also claims the following (1994, p14): [E]ven if marketing mix management is dying as the dominating marketing paradigm and the Four P model needs to be replaced, this does not mean that the Ps themselves, and other concepts of the managerial approach such as market segmentation and indeed the marketing concept (McKitterick, 1957; Keith, 1960), would be less valuable than before. Relationships do not function by themselves. Hence, no matter how marketing concepts develop, the root of these new paradigms is related to the marketing mix. It is of course relevant to contemporary marketing means and still regarded as a core value of marketing. The marketing mix and e-commerce marketing In the 21st century, business may not only be based on physical activities, but also on virtual activities. Therefore, discussing whether the marketing mix can be adapted to e-commerce is a signal to see if it is still relevant to contemporary thinking. As Peattie (1997, p142) point out: Although the marketing implications of emerging electronic or virtual markets are being discussed, the implications for the management of the marketing mix are often being overlooked. Already many innovative companies are taking advantage of the new generation of technologies to enhance or re-engineer key elements of the marketing mix, giving marketing a leading role in introducing companies to the revolutionary world of third age computing. They stress that the marketing mix in this industry is revolutionizing and 4Ps have another new definition to fit e-commerce and marketing function. In a practical aspect, it had been put into practice for many organizations (Peter and Olson, 2005). In addition, virtual value chain also used 4Ps to illustrate the effect of it on electronic business (Bhatt and Emdad, 2001). Many companies still use the marketing mix and 4Ps as their strategy, but with little change on the traditional 4Ps. Allen and Fjermestad (2001, p22) also indicate that Although many of the e-commerce strategy frameworks offer a unique contribution to strategic planning, integrating these models into the traditional product, price, place and promotion framework can provide a more complete analysis of strategy. It reinforces the view that the marketing mix and 4Ps are the cornerstone of marketing and the basis of strategy marketing. More importantly, it is still applied to 21st century new trend business, electronic commerce. In consequence, it is identified that the marketing mix just needs some small changes to be integrated well with other re-discovery concepts; it then plays the most vital role in contemporary marketing theory yet. Conclusion The marketing mix and marketing are just like the constitution is to a country. Constitution is the foundation of a nation. The law may be changed or adjusted with time because the environment and the way people think is greatly different from that of those who were born 50 years ago. Consequently, it is unavoidable that the law should be changed, eliminated or have more rules added to it. Nevertheless, no matter how the rule is amended, the basic rule is always there. It represents a countrys spirit and belief, and this is unchangeable. Hence, this is just as the marketing mix to marketing, in my opinion. Even though some scholars criticize that marketing is not an appropriate approach currently, it needs to be replaced with other rising marketing principles. Nonetheless, common terms such as relationship marketing, service marketing and e-commerce marketing, are focusing on just a part of marketing. They can tackle the problem of a specific area but the marketing mix and 4Ps are the basis of a much more general theory. Moreover, although those who attack the marketing mix for being an old concept and of less relevance today, they also support that the relationship between the marketing mix and marketing is still very close. The influence of the marketing mix is still strong today but certainly not as profound as it has been in the past, and indeed the concept of it still shows signs of practical implementation in contemporary society. References Allen, E. and Fjermestad, J. (2001) E-commerce marketing strategies: an integrated framework and case analysis, Logistics Information Management, Vol. 14 Number 1/2, pp. 14-23. Anderson, L. McTier and Taylor, Ruth L. (1995) McCarthys 4Ps: Timeworn or Time-tested?, Journal of Marketing Theory and Practice, Vol. 3 Issue 3, pp.1-9. Berry, D. (1990) Marketing mix for the 90s adds an S and 2 Cs to 4Ps, Marketing News, Vol. 24 Issue 26, December, p.10. Bhatt G. and Emdad, A. F. (2001) An analysis of the virtual chain in electronic commerce, Logistics Information Management, Vol. 14 Number 1/2, pp. 78-85. Borden, Neil H. (1964) The Concept of the Marketing Mix, Journal of Advertising Research, pp. 7-12 Constantinides, E. (2006) The Marketing Mix Revisited: Toward the 21st Century Marketing, Journal of Marketing Management, Vol. 22 Number 3, pp.407-438. Coviello, Nicole E. and Brodie, Roderick J. (2001) Contemporary marketing practices of consumer and business-to-business firms: how different are they?, Journal of Business and Industrial Marketing, Vol. 16 Issue 5, pp. 382-400. Crosby, L. and Stephens, N. (1987) Effects of Relationship Marketing on Satisfaction, Retention, and Prices in the Life Insurance Industry, Journal of Marketing Research, Vol. 24 Number 4, pp. 404-411. Doyle, P. (1994) Marketing Management and Strategy. Hemel Hempstead: Prentice Hall. Grà ¶nroos, C. (1994) From Marketing Mix to Relationship Marketing: Towards a Paradigm Shift in Marketing, Management Decision, Vol. 32 Number 2, pp. 4-20. Grà ¶nroos, C. (2006) On Defining Marketing: Finding a New Roadmap for Marketing, Marketing Theory, Vol. 6 Number 4, pp.394-417. Gummesson, E. (1990) The Part-Time Marketer. Karlstad: CTF Service Research Center. Gummesson, E. (2002) Practical value of adequate marketing management theory, European Journal of Marketing, Vol.36 Number 3, pp. 325-349. Gummesson, E. (2008) Total Relationship Marketing, 3rd edition. Amsterdam; Oxford: Butterworth-Heinemann. Jobber, D. (2007) Principles and Practice of Marketing, 5th edition. Maidenhead: McGraw-Hill. Lauterborn, B. (1990) New marketing litany: four Ps passà ©: C-words take over, Advertising Age, Vol. 61 Issue 41, October, p. 26. Magrath, A. J. (1986) When Marketing Services, 4Ps Are Not Enough, Business Horizons, Vol. 29 Issue 3, pp.44-50 Peattie, K. (1997) The marketing mix in the third age of computing, Marketing Intelligence Planning, Vol. 15 Number 3, pp. 142-150. Peter, J. Paul and Olson, Jerry C. (2005) Consumer Behavior Marketing Strategy. New York: McGraw-Hill/Irwin. Traynor, K. (1985) Research deserves status as marketings fifth P', Marketing News, Vol.19 Issue 23, November, pp.7, 12. Zineldin, M. and Philipson, S. (2007) Kotler and Borden are not dead: myth of relationship marketing and truth of the 4Ps, Journal of Consumer Marketing, Vol. 24 Number 4, pp.229-241.

Chilean Mine Collapse

Chilean mine collapse George Montenegro BCOM/275 March 24, 2013 Allen Sutton Resource: â€Å"Over 30 Workers Trapped After Chilean Copper Mine Collapse† article found in the Electronic Reserve Readings. Research additional articles and information about the Chilean mine collapse. There are two parts to the assignment, as detailed below. Part 1: Write a 700- to 1,050-word paper using this and other articles as a resource. Because communications must be designed with the audience in mind, answer the following questions in your paper:   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   What are some considerations to remember given the different roles and people in the audience? o  Ã‚  Ã‚   What would be the potential needs of the families of the miners in receiving a message about this incident? o  Ã‚  Ã‚   What would be the potential needs of the company’s employees when receiving a message about this incident? ?  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   What actions must you take before and aft er the message is delivered to ensure that it was received as intended? Part 2: Draft two written communications from the mining company announcing the accident, using what you have learned about the audience and effective messages.One communication should be directed to the families of the trapped miners; and the other as an internal news release to employees in the company. For both, identify the most appropriate channel—face-to-face, e-mail, video, memo, and so on. Submit one consolidated MS Word paper encompassing Part 1 and Part 2 of the assignment. Clearly identify Part 1, and Part 2, in the consolidated document. Format the document consistent with APA guidelines. Post the assignment to Assignments link

The Debate Over Sugar Tax Essay - 1475 Words

The Debate around Sugar Tax has become pivotal in regard to policies made within the Government. In Robin Grieve’s Article; What would a Sugar Tax Achieve, he identifies the main problem with the sugar tax is that, â€Å"Without knowing what rate of tax will be imposed no one can know how consumers will react and what effect it will have on consumption and therefore if it is a good idea or not.† The understanding of the problem comes from a Neo-Liberal perspective, as Grieve supports the idea that nothing should be done to intervene with the idea of Consumer Sovereignty. Various possible Policy Initiatives could result from this understanding of the problem, these could include things such as â€Å"Open Information† policies, and policies with the manufacturers company in regard to Bulk Sale. The understanding of the problem, due to not understanding the extent of the effect, doesn t include the relation to obesity, and â€Å"Sugary Drink† consumption, and the idea that the Sugar Tax could do more harm than good in terms of the increase of consumption, and the replacing of healthier foods in order to still afford the sugar drinks. Alternative understanding of the issue could result in alternative policy initiative’s, for example, if there was an open information act in regard to suggested policies such as this, there would be greater focus on the idea of how it would affect health, rather than the economic market and global consumptions. What key ‘problem’ does the author identify inShow MoreRelatedBritish Perspective on the Boston Tea Party1284 Words   |  6 PagesVicki Pappas 12/9/12 Boston Tea Party In 1773 parliament passed the tea act in which the British pay less for tax to ship places. This made the prices of tea lower from Britain. Since Bostons tea would be more expensive nobody would buy it from them. The tea act was just another problem adding up between the colonists and britain. This made the colonists want to be independent from Britain. The colonists decided to rebel and dumb three hundred and forty two chests of tea intoRead MoreThe Cost Of The Soda Tax1273 Words   |  6 PagesDenmark’s soda tax in the 1930s has been influencing countries and cities worldwide. The increase in sugar sweetened beverage taxes, popularly known as soda tax, has become even more prevalent in the United States. Even though it is not nationwide, soda tax was introduced and passed in cities including Berkley, California and Philadelphia, Pennsylvania. Since Berkley was the first city in the United States to pass this proposal in 2015, it worked as an experiment starting with a mini mum of 1 centRead MoreFat taxes have been experimented with in numerous European countries. There are many benefits such600 Words   |  3 Pagesfat tax is implemented into a weak economy it could cause the loss of jobs due to higher prices. These higher prices cause local consumers to begin to purchase their unhealthy products in different states or countries, causing the loss of business for local industries. France, Hungary and Denmark all have experimented with the enactment of a fat tax. All four countries experienced varied results with both positive and negative outcomes. The French, when implementing the â€Å"Junk Food Tax†, wantedRead MoreShould Government Regulate Unhealthy Foods?824 Words   |  4 PagesPeriod D Research Proposal Dr. Smith 11 February 2015 Food Policy Debates CQ Researcher Question Should government regulate unhealthy foods? CQ Researcher 2014 Short Report Inspired by a movement that touts healthy eating and warns of danger from an industrialized food supply, millions of Americans are cutting back on processed and fast foods and sugary soda. Many are turning to fresh, lean and â€Å"clean† foods out of fear that sugar, salt, fat and additives can lead to heart disease, obesity, diabetesRead MoreThe American Revolution877 Words   |  4 Pages1764, Parliament passed a revised form of the Sugar and Molasses Act, which was about to expire. Under the Molasses Act colonial merchants had been required to pay a tax of sixpence per gallon on the importation of foreign molasses. Because of corruption, they mostly avoided the taxes and had the intention, that the English product would be cheaper than then from the French West Indies. This ruined the British West Indies market in molasses and sugar and the market for rum, which the colonies hadRead More1.In The Parliamentary Debate, What Were The Primary Arguments1660 Words   |  7 Pag es1. In the Parliamentary debate, what were the primary arguments for and against enacting the Stamp Act? The debate started in order to oppose enactment of the Stamp Act which Americans believed was denying them the Englishman right. The Act was passed on 1765 by the British Government which imposed tax to all American colonists requiring them to pay tax on all printed papers they used. The act underwent parliamentary argument as a result of the theory of virtual representation. It was perceived likeRead MoreThe American Revolution : The United States1561 Words   |  7 Pagesto the year 1763 twelve years before the revolutionary war began. In the year 1763, a peace treaty was signed ending a long series of costly conflicts between Britain and France called the French and Indian Wars. France lost and was forced to handed over majority of its American Territory to Great Britain. In order to prevent bloodshed France tried to keep settlers out of the Indian hunting lands which is found west of the Appalachian Mountains. Great Britain took control of the region, yet the KingRead MoreThe American Revolution Essay examples588 Words   |  3 Pages therefore passing laws requiring colonists to pay new taxes on goods such as sugar, paper, and tea. The new taxes angered the colonies who said that because they did not elect representatives to Parliament, Parliament could not tax them, but Parliament responded that they represented all the British people, including the majority in England who were not allowed to vote but still had to pay taxes. The Stamp Act, a tax on printed materials from legal documents to playing cards, stirred up so muchRead MoreThe French And Indian War1731 Words   |  7 PagesBenjamin Franklin in 1778. France helped the Continental Army to get the British to surrender at Yorktown in 1781 causing the Americans to win their independence; the fighting didn’t officially end until 1783. Revolutionary War was started and fought over economic, social, and political issues. Britain s Mercantilist system was used to control economic accomplishments of the American colonists. These colonies had enough resentment towards Britain to declare independence and create a new governmentRead MoreThe Rise Of Obesity And Obesity Essay2014 Words   |  9 PagesDuring 2011-2014, over one-third of adults in America had obesity (Ogden, et al. 1). Politicians and tax researchers have come up with a plan to reduce the prevalence of obesity, by implementing an excise tax on items containing an excessive amount sugars. On average, sugar adds almost two-hundred kilocalories to a person’s diet, and these sugars provide no nutritional value (Brownell, et al. 1599). Type two diabetes and obesity link to consumption of sugary beverages, which is a reason they are

Borax-Free Slime Recipes

The traditional slime recipe calls for glue and borax, but you can make slime without borax, too! Here are some easy borax-free slime recipes. Borax-Free Slime Recipe #1 You may see this slime called goo. This is non-toxic slime that flows when you pour it or set it down but stiffens if you punch it or squeeze it. Ingredients: 1/2 cup liquid starch1 cup white glueFood coloring Method: Mix together the liquid starch and glue.Add food coloring if you want colored slime. Borax-Free Slime Recipe #2 Ingredients: 1-1/2 cups flour1 cup cornstarch1-1/2 cups waterFood coloring Method: In a saucepan, mix together the cornstarch, 3/4 cup of water, and the food coloring.Heat the mixture over low heat until it is warm.Stir in the flour, a little at a time, until all of it has been added.Stir in the remaining water. Remove the slime from the heat and allow it to cool before playing with it. Borax-Free Slime Recipe #3 Ingredients: 2 cups cornstarch1 cup warm waterFood coloring Method: Stir the cornstarch into the warm water, a little at a time until all of the starch has been added. The reason for using warm water instead of room temperature water is because this makes it easier to mix the slime without getting any clumps. You can add a little more starch if you want a thicker slime. Add a small amount of water if you want a runnier slime. Also, the consistency of the slime is affected by temperature. Warm slime will flow more readily than cool or refrigerated slime.Add food coloring to achieve the desired color. Borax-Free Slime Recipe #4 This slime is electroactive. If you take a small piece of polystyrene foam (e.g., Styrofoam) and rub it on dry hair or a cat, you can put it near the slime and watch the material edge toward the foam or even break off and stick to it. Ingredients: 3/4 cup cornstarch2 cups vegetable oil Method: Mix together the ingredients and refrigerate the slime.When you are ready to play with the slime, stir the ingredients together (separation is normal), and have fun! The slime will be thick when it is fresh from the refrigerator but will flow more readily as it warms up. You can use temperature to control the consistency of the slime or you can add a bit more cornstarch for thicker slime or a small amount of additional oil for thinner borax-free slime. Storing the Slime You can store the slime from any of these recipes in a sealed container, such as a bowl or a plastic bag. The slime is good for a couple of days at room temperature or at least a week if stored in the refrigerator. Why Make Slime Without Borax? There are a few reasons why you might want to make a slime without using borax, aside from the obvious reason that you might not be able to find this ingredient. Borax is reasonably safe, but it is not an ingredient you want kids to eat. Also, borax has been known to cause skin irritation. Borax and other boron compounds are toxic to insects and can be harmful to plants (in higher amounts), so non-borax slime may be a greener type of slime, with less of an environmental impact than the traditional slime.