Kotler's social definition of marketing is presented, which describes marketing as a societal process by which individuals and groups obtain what they need and want through creating, offering, and exchanging products and services of value freely with others. The document then discusses some criticisms of modern marketing practices, including that too many resources are spent on branding and advertising rather than products, and that marketing can negatively impact consumers, society, and other businesses. It also questions whether it is worth paying more for branded products versus generic alternatives in some cases such as pain relievers, fashion items, and gasoline.
Brand positioning is a crucial part of the marketing plan, select our Brand Positioning PowerPoint Presentation Slides to find out how to position your brand. This is very important to identify your brand uniqueness and attributes what makes you different from your competitors. The Positioning strategy PPT helps you to make a distinct place in the minds of target customers. The goal of this strategy is to highlight your product’s most powerful attributes. The brand strategy PowerPoint complete deck contains templates such as positioning strategy, brand positioning framework, brand worksheet, statement and model, product communication and repositioning, etc. Additionally, this amazing market segmentation Presentation slide is also helpful for topics like market projections, brand positioning, product strategy, brand strategy, product marketing plan, segmentation and targeting, customer engagement, brand management and many more. An effective brand positioning strategy can maximize brand value. Download product positioning PowerPoint template to get an edge over competitors. Eliminate disparities with our Brand Positioning PowerPoint Presentation Slides. Be absolutely fair in your every deal.
This complete deck can be used to present to your team. It has PPT slides on various topics highlighting all the core areas of your business needs. This complete deck focuses on Brand Strategy PowerPoint Presentation Slides and has professionally designed templates with suitable visuals and appropriate content. This deck consists of total of thirty slides. All the slides are completely customizable for your convenience. You can change the colour, text and font size of these templates. You can add or delete the content if needed. Get access to this professionally designed complete presentation by clicking the download button below. http://bit.ly/3bqpIaU
Case study: Share a Coke Campaign Post-analysis
Campaign: Share a Coke
Client: Coca-Cola
Agencies: Naked, Ogilvy, Wunderman, Ikon, Fuel, Urban, Momentum, One Green Bean
Branding affects consumers’ evaluation (also: the sensory perception)
→ Brands make decision making process easier for consumers
→ High Influence of brands on Consumer Behaviour, if a company was able to…
- Apply good brand strategy
- Build up a strong brand equity
→ Not only positive influence, brand can also have negative influence
The buying journey has completely changed over the last decade due in large part to the Internet and the amount of information now accessible online. Businesses must come to the realization that their prospective buyers are completing up to 70% of their buying journey before contacting them. This stat may be staggering to some, but there’s good news — you still have the ability to influence your audience early on and throughout their entire buying journey. My new eBook takes a deep dive into what a modern day B2B buyer’s path to purchase looks like, the marketing solutions that play into each phase of their buying journey, and how those marketing solutions ultimately influence the buyer’s decision to purchase. This eBook is a must read for any marketer looking for a fresh perspective on the B2B digital landscape and how their business can capitalize on the online marketing opportunities available to them.
Brand positioning is a crucial part of the marketing plan, select our Brand Positioning PowerPoint Presentation Slides to find out how to position your brand. This is very important to identify your brand uniqueness and attributes what makes you different from your competitors. The Positioning strategy PPT helps you to make a distinct place in the minds of target customers. The goal of this strategy is to highlight your product’s most powerful attributes. The brand strategy PowerPoint complete deck contains templates such as positioning strategy, brand positioning framework, brand worksheet, statement and model, product communication and repositioning, etc. Additionally, this amazing market segmentation Presentation slide is also helpful for topics like market projections, brand positioning, product strategy, brand strategy, product marketing plan, segmentation and targeting, customer engagement, brand management and many more. An effective brand positioning strategy can maximize brand value. Download product positioning PowerPoint template to get an edge over competitors. Eliminate disparities with our Brand Positioning PowerPoint Presentation Slides. Be absolutely fair in your every deal.
This complete deck can be used to present to your team. It has PPT slides on various topics highlighting all the core areas of your business needs. This complete deck focuses on Brand Strategy PowerPoint Presentation Slides and has professionally designed templates with suitable visuals and appropriate content. This deck consists of total of thirty slides. All the slides are completely customizable for your convenience. You can change the colour, text and font size of these templates. You can add or delete the content if needed. Get access to this professionally designed complete presentation by clicking the download button below. http://bit.ly/3bqpIaU
Case study: Share a Coke Campaign Post-analysis
Campaign: Share a Coke
Client: Coca-Cola
Agencies: Naked, Ogilvy, Wunderman, Ikon, Fuel, Urban, Momentum, One Green Bean
Branding affects consumers’ evaluation (also: the sensory perception)
→ Brands make decision making process easier for consumers
→ High Influence of brands on Consumer Behaviour, if a company was able to…
- Apply good brand strategy
- Build up a strong brand equity
→ Not only positive influence, brand can also have negative influence
The buying journey has completely changed over the last decade due in large part to the Internet and the amount of information now accessible online. Businesses must come to the realization that their prospective buyers are completing up to 70% of their buying journey before contacting them. This stat may be staggering to some, but there’s good news — you still have the ability to influence your audience early on and throughout their entire buying journey. My new eBook takes a deep dive into what a modern day B2B buyer’s path to purchase looks like, the marketing solutions that play into each phase of their buying journey, and how those marketing solutions ultimately influence the buyer’s decision to purchase. This eBook is a must read for any marketer looking for a fresh perspective on the B2B digital landscape and how their business can capitalize on the online marketing opportunities available to them.
Segmentation Targeting And Positioning PowerPoint Presentation Slides SlideTeam
Need to present the steps of target marketing? Not sure where to locate the best designs that can make your presentation impressive, we are here to give you best solution. Our content-ready segmentation, targeting and positioning PowerPoint presentation is perfect for you. This market segmentation PPT presentation includes various slides such as, segmentation evaluation, business markets, geographical, demographic, behavioral and psychographic segmentation, intensity of rivalry, market segmentation evaluation, understand the customer needs, targeting strategy, positioning strategies of consumer durable sector and service sector, product positioning, competitor positioning, competitive landscape, strategic positioning, scatter chart, stacked are chart, product performance line chart and product combo chart. The process data model PowerPoint templates and slides can be used for business positioning, , target market, marketing strategy, STP, product positioning, business mapping, B2C and B2B, , consumer evaluation, market mapping and targeting strategy etc. Our segmentation, targeting and positioning PPT slide demonstrate all the possible ways in which a company can identify the possible market segments for its product. Introduce fresh guidelines with our Segmentation Targeting And Positioning PowerPoint Presentation Slides. Create incentives for folks to change.
We coach Brand Leader on the principles of good analysis, how to assess health and wealth of the brand and turning your analytical thinking into strategic stories, projections and reports. We look at:
1. Principles of Good Analytics Gain more support for your analysis by telling analytical stories through data.
2. Health and Wealth of the Brand Assess brand situation looking category, consumer, channels, brand and competitors
3. Analytical stories get Decision Makers to “what do you think” stage Analysis turns fact into insight and data breaks form the story that sets up strategic choices.
4. Turn analytical thinking into projections Extrapolating data into the future, starts with what you are see in the current.
5. Monthly Brand Report Keep everyone on the team informed, engaged and aware of the strategic thinking
Are you looking for a way to promote your brand? Then we can help. With our well researched and designed branding PowerPoint presentation slides, you can highlight each aspect of branding easily. Using our brand advertising PowerPoint templates middle-level manager can demonstrate positioning of their brand to a top management. This business marketing presentation comprises slides on business focus, need for the new product, companies competitive landscape, strategic brand positioning, brand development, brand positioning, brand communication. It also covers budgeting, value addition due to branding, promotional strategies and techniques to bring your brand performance under the limelight. If you are planning to give a PPT presentation on company branding, brand awareness, brand loyalty, brand name, brand management, brand valuation, brand positioning, branding strategy and business branding then you can use the same product branding PowerPoint presentation deck. In case you want customized designs, our whole team is ready to help you out. What are you waiting for? Quickly download our branding PowerPoint presentation template.Encourage acts that benefit everyone with our Branding PowerPoint Presentation Slides. Be able to do good for the community.
A Case Study my partner and I did for Advertising Problems 4040 and LSU. We did a IMC plan along with a new campaign for Red Bull with a $100,000,000 budget.
Workshop to provoke you to think differently and see how a brand’s BIG IDEA reflects the brand’s SOUL and transforms the experience and bond into a REPUTATION
A communication plan for Singapore based brand Charles & Keith to penetrate the UK market sufficiently and build their market share in the UK retail industry.
This is a presentation that I gave to a USF Masters of Business Administration class on Brand Planning for Clients. My hope was to share some thoughts with the future generation of clients on planning, positioning, relevance and new product development.
How the application of archetypes can help brands build a powerful identity? Focusing on the fashion industry, this presentation reveals the archetypes behind iconic brands (Chanel, Tiffany, Burberry, Alexander McQueen, Stella McCartney, Paul Smith, Diesel) and shows the steps to use them as marketing strategy
What is consumer insights? Most of people dont really understand what this concept really means. It seems that everybody (planners, marketers, psychologists and creative guys) has their own definition. In that sense It appears to me very interesting to reveal the consumer insights truth.
The deck I presented is the result of all that intense search (desk research basically complemented with my last 4 years of academic & profesional expertise in the market research and consumer insights fields).
As you know, I have been working on the market research field for about 13 years, and recently in the consumer insights area (as Kraft Foods Consumer Insights Manager for Perú and Western Andean Region).
Nowadays I am working as an independent consultant and researcher and found very interesting to share and promote consumer insights vision thorough psychology, marketing, advertising and professional community.
I truly believe in insights as I truly believe on consumer psychology. I think that a consumer centered organization fueled by consumer insights is the best solution for marketing and business success. Do you agree with me? I would appreciate your comments!!! More information: www.consumer-insights.blogspot.com
The Good, The Bad and The Ugly of Cause MarketingGeoff Livingston
As presented to the Cause Marketing Forum on 2/15, Geoff Livingston's presentation on how to use social media strategically within cause marketing campaigns.
Segmentation Targeting And Positioning PowerPoint Presentation Slides SlideTeam
Need to present the steps of target marketing? Not sure where to locate the best designs that can make your presentation impressive, we are here to give you best solution. Our content-ready segmentation, targeting and positioning PowerPoint presentation is perfect for you. This market segmentation PPT presentation includes various slides such as, segmentation evaluation, business markets, geographical, demographic, behavioral and psychographic segmentation, intensity of rivalry, market segmentation evaluation, understand the customer needs, targeting strategy, positioning strategies of consumer durable sector and service sector, product positioning, competitor positioning, competitive landscape, strategic positioning, scatter chart, stacked are chart, product performance line chart and product combo chart. The process data model PowerPoint templates and slides can be used for business positioning, , target market, marketing strategy, STP, product positioning, business mapping, B2C and B2B, , consumer evaluation, market mapping and targeting strategy etc. Our segmentation, targeting and positioning PPT slide demonstrate all the possible ways in which a company can identify the possible market segments for its product. Introduce fresh guidelines with our Segmentation Targeting And Positioning PowerPoint Presentation Slides. Create incentives for folks to change.
We coach Brand Leader on the principles of good analysis, how to assess health and wealth of the brand and turning your analytical thinking into strategic stories, projections and reports. We look at:
1. Principles of Good Analytics Gain more support for your analysis by telling analytical stories through data.
2. Health and Wealth of the Brand Assess brand situation looking category, consumer, channels, brand and competitors
3. Analytical stories get Decision Makers to “what do you think” stage Analysis turns fact into insight and data breaks form the story that sets up strategic choices.
4. Turn analytical thinking into projections Extrapolating data into the future, starts with what you are see in the current.
5. Monthly Brand Report Keep everyone on the team informed, engaged and aware of the strategic thinking
Are you looking for a way to promote your brand? Then we can help. With our well researched and designed branding PowerPoint presentation slides, you can highlight each aspect of branding easily. Using our brand advertising PowerPoint templates middle-level manager can demonstrate positioning of their brand to a top management. This business marketing presentation comprises slides on business focus, need for the new product, companies competitive landscape, strategic brand positioning, brand development, brand positioning, brand communication. It also covers budgeting, value addition due to branding, promotional strategies and techniques to bring your brand performance under the limelight. If you are planning to give a PPT presentation on company branding, brand awareness, brand loyalty, brand name, brand management, brand valuation, brand positioning, branding strategy and business branding then you can use the same product branding PowerPoint presentation deck. In case you want customized designs, our whole team is ready to help you out. What are you waiting for? Quickly download our branding PowerPoint presentation template.Encourage acts that benefit everyone with our Branding PowerPoint Presentation Slides. Be able to do good for the community.
A Case Study my partner and I did for Advertising Problems 4040 and LSU. We did a IMC plan along with a new campaign for Red Bull with a $100,000,000 budget.
Workshop to provoke you to think differently and see how a brand’s BIG IDEA reflects the brand’s SOUL and transforms the experience and bond into a REPUTATION
A communication plan for Singapore based brand Charles & Keith to penetrate the UK market sufficiently and build their market share in the UK retail industry.
This is a presentation that I gave to a USF Masters of Business Administration class on Brand Planning for Clients. My hope was to share some thoughts with the future generation of clients on planning, positioning, relevance and new product development.
How the application of archetypes can help brands build a powerful identity? Focusing on the fashion industry, this presentation reveals the archetypes behind iconic brands (Chanel, Tiffany, Burberry, Alexander McQueen, Stella McCartney, Paul Smith, Diesel) and shows the steps to use them as marketing strategy
What is consumer insights? Most of people dont really understand what this concept really means. It seems that everybody (planners, marketers, psychologists and creative guys) has their own definition. In that sense It appears to me very interesting to reveal the consumer insights truth.
The deck I presented is the result of all that intense search (desk research basically complemented with my last 4 years of academic & profesional expertise in the market research and consumer insights fields).
As you know, I have been working on the market research field for about 13 years, and recently in the consumer insights area (as Kraft Foods Consumer Insights Manager for Perú and Western Andean Region).
Nowadays I am working as an independent consultant and researcher and found very interesting to share and promote consumer insights vision thorough psychology, marketing, advertising and professional community.
I truly believe in insights as I truly believe on consumer psychology. I think that a consumer centered organization fueled by consumer insights is the best solution for marketing and business success. Do you agree with me? I would appreciate your comments!!! More information: www.consumer-insights.blogspot.com
The Good, The Bad and The Ugly of Cause MarketingGeoff Livingston
As presented to the Cause Marketing Forum on 2/15, Geoff Livingston's presentation on how to use social media strategically within cause marketing campaigns.
Ben van Beurden, Chief Executive Officer of Royal Dutch Shell plc hosted a live analyst video webcast of the 2016 fourth quarter and full year results on Thursday February 2, 2017.
Identify the major social criticisms of marketing
Define consumerism and environmentalism and explain how they affect marketing strategies
Describe the principles of socially responsible marketing
Explain the role of ethics in marketing
Equity Aids the Vigilant: The Supreme Court’s Montanile Decision And Its Less...Paul Hastings
After the U.S. Supreme Court’s opinion in Board of Trustees of the National Elevator Industry Health Benefit Plan holding that ERISA prohibits suits by benefits plans where the beneficiary spent the settlement money on nontraceable items, attorneys from Paul Hastings LLP suggest that plans enhance their monitoring efforts, review the adequacy of their subrogation clauses and act promptly when seeking reimbursement from plan participants.
Learning Objectives:
- To Understand What Consumer Behavior Is and the Different Types of Consumers.
- To Understand the Relationship Between Consumer Behavior and the Marketing Concept, the Societal Marketing Concept, as well as Segmentation, Targeting, and Positioning.
- To Understand the Relationship Between Consumer Behavior and Customer Value, Satisfaction, Trust, and Retention.
- To Understand How Marketers are Increasingly Able to Reach Consumers via Social Media and Better Satisfy the Needs and Wants of Consumers.
- To Understand the Makeup and Composition of a Model of Consumer Behavior.
Michael Solomon presents Digital engagement @ Canvas8Canvas8
Canvas8 Thought Leader, Professor Michael Solomon looks at Digital Engagement. Introducing the concept of consumerspace versus marketerspace Michael looks at the best way of engaging people and communicating brands' identity in a digital world.
Effective employee motivation has long been one of the elusive “Holy Grails” of management. Motivation refers to the internal and external factors that stimulate excitement and energy in a person to be continuously interested and committed to a particular goal.
Leaders are often faced with the challenge to motivate their employees: How do I consistently motivate my employees to “go the extra mile” for the organization? How do I get employees to give their 110%? Although motivation is highly individualized, having a sound framework to understand the psychological processes involved in motivation will greatly help leaders. One such framework that can be applied to the workplace is Maslow’s Hierarchy of needs.
We at ChangeDynamics ( http://www.changedynamics.biz ) have been helping clients to drive performance in their organization. If your organisation is interested in improving overall performance, please contact us to learn how you can drive performance through multiple dimensions. We are happy to have a no commitment discussion to exchange ideas that may help your organisation.
This paper investigates the macroeconomic drivers of house
prices in Malaysia using VECM, over a fifteen year period.
The key macroeconomic factors investigated were real
GDP, bank lending rate, Consumer Sentiment, Business
Condition, Money Supply, number of loans approved, Stock
market (KLSE) and Inflation. The macroeconomic factors
found to be significantly related to the Malaysian housing
prices were inflation, Stock Market (KLSE), Money Supply
(M3) and number of residential loans approved. The results
hint at the potential of a housing price bubble as GDP
wasn’t identified as a driver of house prices.
Recruitment Practices in Malaysian Knowledge Intensive Start-UpsShanmuga Pillaiyan
This paper investigates Strategic Human Resource Management (SHRM) practices adopted by knowledge intensive start-up companies in Malaysia. SHRM is considered a key to the success of these firms in line with the Resource-Based-View (RBV) of the firm. Particular focus was given to recruitment practices as recruitment is viewed as having the most significant short term impact for start-ups. This paper is based on the case study of three Malaysian knowledge intensive start-ups. The study finds that Malaysian start-ups do not perceive SHRM as critical for their success. Owner-managers of Malaysian start-ups prefer an informal & unstructured SHRM process. Key SHRM areas of recruitment and compensation are ad hoc. These findings are in line with other studies carried out globally. This paper discussed the pros and cons of the SHRM practices at Malaysian Knowledge intensive start-ups and recommends a framework for recruitment in small knowledge intensive start-ups is proposed.
What are the main advantages of using HR recruiter services.pdfHumanResourceDimensi1
HR recruiter services offer top talents to companies according to their specific needs. They handle all recruitment tasks from job posting to onboarding and help companies concentrate on their business growth. With their expertise and years of experience, they streamline the hiring process and save time and resources for the company.
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
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Unveiling the Secrets How Does Generative AI Work.pdfSam H
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
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Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
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Improving profitability for small businessBen Wann
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
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Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
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• Four (4) workplace discipline methods you should consider
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Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
Discover the innovative and creative projects that highlight my journey throu...
Does marketing do more harm to society than good?
1.
2.
3. Kotler’s social definition:
Marketing is a societal process by which individuals
and groups obtain what they need and want through
creating, offering, and exchanging products and
services of value freely with others.
5. Some say……….
“ Too much resources and time are spent on marketing efforts such
as branding & adverts rather than the actual product. “
“….advertising is…….an investment in cold hard equity. The more
you spend, the more your company is worth.” - Naomi Klein, No
Logo
The negative impacts of this can be categorised into:
•
Impact on Consumers
•
Impact of Society
•
Impact on other
businesses
6. Brands vs generics: Is it worth the extra dollars, to
spend on a branded product when the same (generic)
product offers matching qualities?
The price paid for brands sometimes do not justify the
quality and value of the brand.
7. Pain reliever: To be
certified a "generic" by the
Food and Drug
Administration, a pain
reliever has to have the
same "active ingredient" as
its brand name equivalent.
i.e: the "active ingredient" in Advil
is ibuprofen. The generic also
has to have an efficacy rate
similar to that of a name brand,
usually within a 20 percent
range.
8. Fashion: When it
comes to "trend-of-themoment" items you'll
only wear one season,
there is NO point is
spending hundreds of
dollars.
i.e: French designer label
Balmain has fabulous
autumn/fall dresses, which
can cost you up to thousands
of pounds! While similar style
from ‘fashion-for-the people-
9. Gasoline: Studies have
shown, in essence, that
"gas is gas" -- that the gas
at the two types of stations
is essentially the same.
i.e: The price difference between
the gasoline at the name-brand
stations, such as Exxon/Mobil,
and "off-brand" stations can be
about 20 cents a gallon. That
amounts to USD$14 a month for
the average driver, and that adds
up to more than USD170 per
10. Consumers fall as victims of pervasive and ubiquitous
marketing. Creating persuasive & manipulative
marketing tactics that appeal to all consumers senses
such as:
• Meticulously select images and scenes that will
associate their products and programs to desired,
pleasurable, and optimum outcomes.
• Carefully selected words that provoke your
emotions and behavior toward buying their product or
staying tuned to their program.
• They diligently select songs to play along side the
11. TV Program
The Bold and the Beautiful: Most watched
soap opera in the world, originated from
America which first premiered in 1987
•Preview clips of television
programs do not accurately
depict what actually happens.
•Cut, paste, and match up
different dialog and scenes to
create a preview clip that is
highly provocative and enticing.
•It is not a truthful portrayal of
what really happened.
12. Car
•Toyota & Lexus, Chevrolet &
Cadilliac, Honda & Acura,
Volkswagen & BMW..
•None of these cars gets you to
places much differently
•Automobile advertisements
have brainwashed consumers
into believing that luxury
vehicles will give us more
prestige, confidence, and
13. •Popular stereotypes: all women are thin, scantily clad sex fiends, all men are
rich, muscular, drive exotic cars, and drink only the finest Canadian beer, and
that one is not socially acceptable if a specific popular stereotype does not
apply directly to them
•Readers of magazines, such as Seventeen, Cosmopolitan, Maxim, Esquire,
etc. often develop self-esteem problems, because they want to look like the
unrealistically portrayed models.
•Models in women’s
magazines are usually
underweight and are
often the cause of
teenage girls becoming
•Magazines contribute
anorexic or bulimic.
to the perception of
self-esteem by
portraying the perfect
models and preying on
impressionable youth.
14. Sex sells! : How marketing influence sex attitude and
creates artificiality
Video 1: Carl’s Jr. Ultimate Salad Lunch Date with Kim
Kardashian
http://www.youtube.com/watch?v=fNCMxWOKl34
The ubiquity and pervasiveness of sexualized marketing
messages can lead to loosening of traditional moral values, and
misconceptions of sexual behavior.
15. Marketing has often been criticized for a hedonistic life
style and producing a consumer culture where products
and services are the core of social identity at the expense
of other “traditional” values.
In other words, matter is the only substance.
16. Example: The culture in cities like Singapore, Hong Kong
and Japan is extremely brand-conscious. Consumers are
more concerned with the status symbol (the brands they
carry) rather than fashion statements (the things they
actually like).
18. Example: Long queues just to purchase a mobile phone!
Strong marketing by Apple to influence consumer into
buying Apple products.
19. We have chosen to “live better today” at the expense of our
tomorrows, and our children’s tomorrows, by depleting our
reserves, borrowing imprudently, deferring critical investments, and
relying excessively on foreign resources.
Too many people spend
money they haven't
earned, to buy things
they don't want, to
impress people they
don't like. - Will Rogers
(1879-1935)
20. Example : Buffet promotion. Wastage
of food when customers are over
ambitious of the amount of food they
can consume.
21. Example: Average US woman owns 17
pairs of shoes. But despite owning so
many pairs, only 3 shoe styles are worn
regularly,
leaving
the
other
14
languishing at the back of the wardrobe.
22. Children view a
consumers. This
Pester power is
realized that the
strings.
lot of advertisement, this make kids better
receptiveness translates into – Pester Power.
the new buzzword in marketing. Marketers
child is the key to loosen his parents’ purse-
23. Example: Fast Food and sugary
cereals being advertised as good
and healthy food for kids.
24. Example: Cigarette and tobacco companies continue to advertise
heavily at retail outlets. The industry has to reach young people
with the hopes to addict a new generation of smokers.
25. a. Marketing practices that create barriers to prevent, or
discourage, other firms from entering the industry
Brought about by three industry trends:
• the first is price wars, in which the biggest mega chains
systematically undersell all their competitors;
• the second is the practice of blitzing out the competition by
setting up chain-store "clusters."
• the third trend is the arrival of the palatial flagship
superstore, which appears on prime real estate and acts as a
three-dimensional ad for the brand.
26. Example:
The formula that has made Wal-Mart the largest retailer in
the world:
First, build stores two and three times the size of your
closest competitors
Next, pile your shelves with products purchased in such
great volume that the suppliers are forced to give you a
substantially lower price than would they would
otherwise
Then cut your in-store prices so low that no small retailer can
27. b. Unfair competitive marketing practices
Kodak
•controlled 96% of the film & camera market in the US at one
time
•following the development of its’ Kodacolor film, Kodak’s
became not only the only manufacturer and seller of
Kodacolor, it was also the only company that knew how to
process the film as well – and parlayed that into its’ business
strategy
•as part of the purchase cost of Kodacolor, Kodak included a
fee that would allow the customer to send in the film for
processing and delivery
•
28. Is marketing in its present form still relevant to
today’s society given all the criticisms levelled
against it?
Kevin Choo - Shanmuga - Afiah Hafiz - Gurmeet Singh - Vivien Lim
29. • Is the world better off today than it was a hundred
years ago?
• Do the majority of people today live with a higher
standard of living?
• Do they enjoy more comforts?
• Do people suffer less sickness and disease?
• Do people live longer?
• Can you imagine not having running water,
electricity, a car, cell phones, internet access, or
toilet paper?
30. 1. Increased employment and personal income
2. Freedom of choice in consumption
3. Delivery of a standard of living
4. Creates aspirations
5. Tax payments for public purposes
6. Fundraising for events and causes
7. Development and Diffusion of Technology and Innovation
8. Integral to economic growth & prosperity
9. Increased awareness of important socio-political, medical
and environmental issues
31. Kevin Choo - Shanmuga - Afiah Hafiz - Gurmeet Singh - Vivien Lim
32. • Consumer advocacy groups (Consumers
International, ICRT, CAP, etc)
• Ethical Marketing (Fair Trade movement, AMA
Code of Ethics, etc)
• Consumer Protection Legislation
• Environmentalism (Greenpeace, Earth Charter
Initiative, etc)
• Independent movements (Adbusters, WhiteDot,
Campaign for Commercial-Free Childhood, Culture
Jamming, etc)
33. Examples of society reacting to unethical marketing
practices
McLibel
McDonald’s sued members of London Greenpeace for distributing a pamphlet
that allegedly described the unethical activities that McDonalds engages in to
market its products.
The protracted lawsuit was eventually resolved in a judgement in favour of
McDonald’s, but it created widespread awareness of the practices of large
corporations that were detrimental to society, culminating in a film in 2005
and giving more momentum to various social activism movements.
Reebok EasyTone Shoes
Reebok commercials promised “better legs and a better butt with every step,”
when wearing its EasyTone shoes. Workouts in the shoes were also
advertised to be up to 28 per cent more effective.
In 2011, the US Federal Trade Comission recently settled a $25 million class
Kevin Choo Shanmuga - whose - Gurmeet Singh - Vivien Lim
action suit against- Reebok, Afiah HafizEasyTone and RunTone shoes were
proven to be no better than the average running shoe.
34. Democratization effect of the internet
on marketing
•Small businesses can reach larger audiences at minimal costs
•Products are being embedded with more value to consumers
•Consumers are more empowered with easy access to product
information
Kevin Choo - Shanmuga - Afiah Hafiz - Gurmeet Singh - Vivien Lim
35. Future of marketing
The future is Human-Centric Marketing
(Marketing 3.0)
Marketing 1.0
Marketing 1.0
Product-Centric
Product-Centric
Marketing
2.0
CustomerCentric
Marketing 3.0
Human-Centric
Make the world
a better place
Industrial
Revolution
Satisfy &
retain
customer
Information
technology
Transaction
Based
Customer
Centric
Participation /
Collaboration &
Co-creation
One-to-many
transaction
One-to-one
relationship
Objective
Sell Product
Enablin
g Force
Key
Attribut
e
Interaction
with
customer
New technology
Globalisation
Creative Society
Many-to-many
collaboration
Philip Kotler, Hermawan Kartajaya, and Antonio Setiawan, Marketing 3.0, (Wiley, May 2010).
Kevin Choo - Shanmuga - Afiah Hafiz - Gurmeet Singh - Vivien Lim
36. Future of marketing
The main drivers of Marketing 3.0
Paradoxes:
• Consumers
Technology are
• Emergence of non
able to
enableeconomic
capitalism
independently
co-creation en
superpowers
communicate
• Economic integration
mass with each
doesn’t create equal
other.
economies
• Globalisaiton creates a
diverse culture
Philip Kotler, Hermawan Kartajaya, and Antonio Setiawan, Marketing 3.0, (Wiley, May 2010).
Kevin Choo - Shanmuga - Afiah Hafiz - Gurmeet Singh - Vivien Lim
37. Future of marketing
Values-Driven Marketing is the best model for
Marketing 3.0
Philip Kotler, Hermawan Kartajaya, and Antonio Setiawan, Marketing 3.0, (Wiley, May 2010).
Kevin Choo - Shanmuga - Afiah Hafiz - Gurmeet Singh - Vivien Lim
38. Future of marketing
Value based matrix of Timberland
Philip Kotler, Hermawan Kartajaya, and Antonio Setiawan, Marketing 3.0, (Wiley, May 2010).
Kevin Choo - Shanmuga - Afiah Hafiz - Gurmeet Singh - Vivien Lim
39. Although modern marketing has it flaws, it is
nonetheless even more relevant in today’s world
where access to information is considered a
birthright, and the flow of information has never
been more fluid.
Marketing, now more than ever, is
relevant and important in today’s
society.
Editor's Notes
{"39":"Improves Quality of Life and general standard of living by offering a range of useful products/services at an affordable price (compare our lifestyles now versus the lifestyle of our grandparents. Also, America’s loss is China’s and India’s gain)\n1. As far as economic ideologies go, capitalism is the incumbent/preferred concept governing modern economic activity. (no need to quote/reference, its like saying that the sky is blue)\n2. Marketing is an essential feature of a capitalist economy. (looking for a reference)\n3. Therefore, if we continue to believe in, and practice capitalism (as opposed to communism or various forms socialism) and we believe in all the good things that arise from a free-market economy (social mobility, individual freedom, market-determined pricing, product variety, competitive environment in which the best products and the best managed companies survive/thrive, etc), then we must embrace the fact that marketing is an essential tool in growing and sustaining businesses in a capitalist economy (an inference/conclusion, no need for reference)\nSynonymous with capitalism, and brings with it all the benefits that a free-market (choice, competitive pricing, jobs, increase and diffusion of knowledge and technology, etc)Essential in growing prosperity and economic activity\nYes it is, because we live in a capitalist driven, free market economy.The benefits of marketing mirrors that of the capitalist utopia (personal freedom, freedom of choice, upward mobility, technological advancement, etc)\nChecks and balances are in place to protect the consumer, society at large and the environment from the negative impacts of unethical marketing practices.The internet is driving a growing movement of self awareness towards the negative impacts of unethical marketing practices. \nWhat this means is that with so much freely available information from advocacy groups, marketing tactics (especially unethical ones) will be under close scrutiny, and therefore will eventually be rejected, and the company that practices them will be rejected as well.\nMarketing, as a major function/activity of corporations, as well as a school of thought, is continually evolving in terms of it’s approach and execution (as illustrated in our first few slides). Given the accelerating rate of change of technology and increasing access to information, consumers are experiencing a corresponding change in attitudes and behavior. Companies will have to continually adapt their marketing strategies to appeal to their target audience, and not alienate them by adopting unethical marketing practices.\n","28":"Marketing is relevant\nWe would like to argue that it is. Even more so given the fact that our fates are intertwined with the relentless forward motion of a global, capitalist economy.\nIn fact all the criticisms that marketing activities have received over the years are in fact mirroring the criticisms against capitalism, and these criticisms indicate that the profit motive that is so vigorously defended by capitalists is in fact driven by avarice and greed.\nSo unless this happens ………..\nThe fact that both the former USSR and China have abandoned hard-core communism in the last 50 years proves that capitalism is here to stay, at least until something better comes along.\n","34":"Marketing is becoming transparent\nThe internet has been instrumental in disseminating and diffusing information. \nProduct information and corporate practices/policies are now not exclusively the domain of monolithic multinationals\nPeople are able to keep themselves well-informed and critically assess marketing claims/messages.\nThe barrage of marketing messages a person gets is leading to an immunity against marketing messages.\nIf someone says, Show Me The …., or pa-da-da-da-ta…I’m……, or Finger Lickin-…. Or, 755-25-….., would you immediately go out and buy the fast food promoted by those slogans?\nMarketing messages are quite often relegated to the annals of popular culture.\nThe consumer of today is far different from, and much savvier compared to the consumer of the golden age of Madison Avenue\nPeople now have access to so much information. Awareness of issues such as unethical marketing practices can be disseminated very quickly (chain emails, blog postings, facebook posts, etc)\n","35":"Marketing 1.0 - Product centric, came out of the industrial revolution\nMarketing 2.0 - Customer centric view ( Customer are passive targets of marketing) \nwere about how a brands products and services would serve its customers. Core if information technology.\nMarketing 3.0 - Driven by Globalisation. is about how a Brand connect with the human spirit of its customers who desire that they assume their fair share of social responsibility for issues that concern everyone (e.g., environment, hunger, poverty, human rights, health and well being etc.).\nWhat is value to the customer ?\nKey feature is participation & collaboration of customer – assisted by expressive social media (facebook, blogs, twitter, wikipedia, Craigslist)\nAllows individuals to reach out to very wide audience – previously only possible by large organisations. Increases the power of the individual.\nSocial media is the future of marketing communicaitons – low cost & bias-free\nCo-creation is the new source of innovation.\nCompanies don’t have full control of their brand any more.\n","36":"Technology drives the age of participation and collaboration – all done online\nGlobalization paradox, \nRise of communist China as a superpower\nMany 3rd world & communist countries are worse off with Globalisation then before\nGlobalisation creates global culture and also reinforces local cultures.\n","37":"The company strives to occupy the minds, hearts, and spirits of current and future customers.\nThe Company takes into account the company’s mission, vision, and values\n"}