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  • 1. Tanner HillMs. BennettBritish Literature12 December 2011 Marketing What is marketing? Marketing is everything you can possibly do to get your product outthere and into a consumer’s hand. People market their business to advertise and make money,and to also benefit consumers. When a business markets they are getting their name out there andinto a consumers mind. Marketing and advertising go hand in hand; they are right around thesame exact thing. When you advertise for example you are putting an advertisement ontelevision. Well you are marketing at the same time because you are doing everything you can doto get a customer to buy your products. Have you ever heard of “New-Coke?” Did you taste it? Millions of people tried “New-Coke” and they absolutely hated it. Coke decided to change the formula and make it sweeter likePepsi. Many people sent in complaints to Cokes headquarters. One complaint that the Atlantaheadquarters got was Dear Chief Dodo: What ignoramus decided to change the formula ofCoke?” (Fisher) This goes to show that many people liked coke but they liked Pepsi better. Cokemarketed “New-Coke” for a very long time. They spent over four million dollars in taste tests onnearly two hundred thousand people (Fisher). When Coke put their new product on the shelvesthey had a curious turnaround. Before May 30th 53% of shoppers said they liked “New-Coke”and the rest did not like it (Fisher). A lot of the reasons people where not very fond of “New-Coke” is because of all of the emotional ties that came with it. People did not like the fact thattheir childhood memories where being taken away from them. The new product had a very
  • 2. emotional toll on shoppers and it made the products not sell. Coke decided to bring back the oldformula and they made sure that they put “Coke a Cola Classic” on it. When you go in the storetoday you will find more than six different kinds of coke (Fisher). When you see a check mark on a shoe or a shirt do you know that it’s a Nike product?Nike is a very good example of a successful marketing campaign. Just about everyone on theplant knows who makes the “Nike Swoosh,” and that is because Nike advertised and advertisedit, and made it there company logo. Nike and Reebok where very competitive and in the 90’sReebok was selling more products and Nike didn’t like that (Center). Nike was able to increaseits share of the domestic sport-shoe business from 18% to 43%, from $877 million in worldwidesales to $9.2 billion in the ten years between 1988 and 1998. Nike spent $300 million onoverseas advertising alone; most of it centered around the “Just Do it” campaign. The success ofthe campaign is that much more remarkable when one considers that an estimated 80% of thesneakers sold in the U.S. are never used for the activities for which they have been designed(Center). Nike is not the only company on that has had success like this. There are thousands ofcompanies that have been just as successful. When you see a bill board do you start to think of that company? There are many ways tomarket your business. You have TV ads, bill boards, news paper advertising, and so many more.I would say that the most affective and the most commonly used would be the television. Almosteveryone in the world has a television in their household that they watch or listen to. Anotheraffective way is radio ads. People listen to the radio on their way to work, school, while they goto bed, and many more. These are just some of the ways that businesses market and advertise. Businesses are not the only things that market. You can even market states and people.For example, I am from Alaska and when I turn on my television sometimes I will see
  • 3. commercials of Alaska and it will have pictures of the state and some of the activities you can dowhile you are there. They will have examples of people on kayaks, climbing a mountain, andsome other things. You will also see commercials for cruise ships and where they will be goingon the cruise. Some of the cruise ships will be going to the Bahamas or to Alaska and this is alsoanother way that states advertise. Sometimes you will also see an advertisement on the side ofthe website that you are on. One additional thing that states do is they use brochures. When youwalk into a visitor’s center you can see hundreds of flyers and brochures. When you open thebrochure there is always a section about the state and then there is always a list of things you cando. Then next to it you will see a brochure or flyer for a state park or another adventures thingyou can do. Sometimes there will be lists of restaurants and hotels. Sometimes states will conduct their own campaigns just within that state. For exampleHawaii started a state wide campaign called “Healthy Hawaii.” The reason they started thiscampaign was to increase the physical activity and good nutrition. The way that they conductedthe survey was they sent out a random digital dialing survey (Maddok). There are many ways tocampaign. Sometimes you may not get the outcome you want. Some companies will target a certain group of people. It can be their gender, their age,etc. In 1998 the master settlement agreement (MSA) restricted tobacco industries from targetingteens when they advertise (Healton). The cigarette company Camel No. 9 mainly targeted teengirls. This goes to show us that marketing can have a good influence or a bad influence. Justbecause someone is advertising does not mean it is for a good cause. Marketing and advertisingcan also get you in a lot of trouble. You could be marketing an illegal substance and if you getcaught you can go to jail, get fined, etc.
  • 4. Marketing is not just having an, add on the radio or having a billboard. There are so manyways that you can market. You can talk about it, you can text about it; and half of the timepeople don’t realize it. Businesses are not the only things that market. You could be talking abouta store that you went into that had really cute clothes; that is marketing and advertising. A lot ofpeople that work in a business and don’t work in the marketing department often advertise andthey don’t even realize it. If you wear your company shirt or there logo, have a coffee mug withtheir name on it; that is all advertising. Another problem that the world faces with advertising and marketing is all of thenegative effects that come from it. Let’s say that there is a commercial on TV that an alcoholicbeverage company put out and the commercial is of a party with a bunch of people that aredancing around and having a great time. This commercial could look very appealing to someoneand they decide they want to go out and buy this alcoholic beverage. They could get very drunkand decide to drive drunk; what would happen if they got in a car accident? That the commercialinfluenced them in the wrong way and they could have ended up dead. Advertising is amagnificent thing if you know how use it in the right way. One of the biggest things that commercials and advertising can do for the world is makemoney. A lot of the times people will put out advertisements for fundraisers and for foundations.One really big on that is very popular on TV is the ASPCA dog and cat foundation. They will tryand get you to sign up to donate money for a good cause. They will also do this for cancerfoundations and many other things. On their commercial they will put pictures of hurt dogs orcats and make you feel bad for them to try and get your money. This is a very good Idea becausepeople have big hearts when it comes to neglected and abused animals. This is also a very goodthing because it is showing you that there are people out there that will hurt animals.
  • 5. Marketing has great affect on people and what they will and will not do. One of the types of marketing is relationship marketing. This is where you aretrying to maintain excising customers rather than attracting new ones. Even though you wouldthink that attracting new customers is a great idea, keeping your old customers coming back iseven more important. When you use your returning customers, you know that they know howyour business is and how the people are. When you have returning customers they are going togo back and tell their friends and people that they meet how much they love your business andhow they will only go there. You want to use your immediate friends and family on the sameboat as you so that they can tell their friend and family. So instead of reaching out to new peopleyou use the ones you already have to market your business so that you don’t have to go out andspend a bunch of money on someone that will never step foot in your business. This is a verygood strategy if you use it right. It can save you a lot of time and money and expand yourbusiness greatly. Marketing is simply advertising your business and bringing in customers. If you do notadvertise and market how do you expect people to know where you are and what you sell? If youhave good marketing skills and you market in the right way, your business should be prettysuccessful. Marketing can either make or break your company. You as a business have to marketand advertise to people who would buy your merchandise and you have to stay focused on themain group of people who buy your products so they can get the word out of what a greatexperience they had.
  • 6. Works CitedI. Fisher, Anna B. “COKE’S BRAND-LOYALTY LESSON Brand loyalty? Everyone knows Americans don’t have much anymore. Or do they? Ask the folks at Coca-Cola who tampered with a 99-year-old national institution. Their marketing goof provides clues to what brand loyalty is -- and how not to lose it.” fortune magazine 5 Aug. 1985: n. pag. CNN Money. Web. 2 Sept. 2011. <http://money.cnn.com/magazines/fortune/fortune_archive/1985/08/05/66245/ index.htm>.II. Center For Applied Research. N.p., n.d. Web. 7 Sept. 2011. <http://www.cfar.com/Documents/nikecmp.pdf>.III. Jay E. Maddock, et al. "Avoiding a Knowledge Gap in a Multiethnic Statewide Social Marketing Campaign: Is Cultural Tailoring Sufficient?." Journal of Health Communication 16.3 (2011): 314-327. Academic Search Complete. EBSCO.Web. 2 Sept. 2011IV. Cheryl G. Healton, et al. "Camel No. 9 Cigarette-Marketing Campaign Targeted Young Teenage Girls." Pediatrics 125.4 (2010): 619-626. Academic Search Complete. EBSCO. Web. 8 Sept. 2011.