Introduction:
“Marketing is marketing, irrespective of the product or marketplace”. This is a theme common to many introductory marketing texts and degree courses. The two most common exceptions cited to this proposition are buying behavior models between consumers and business buyers and the extended ingredients of the services marketing mix. While the overall sentiments of marketing hold true across product and market boundaries, perhaps the differences are in fact more marked? Intends to spark some discussion pertaining to the extent to which marketers can safely generalize when discussing the nature and characteristics of marketing. Are we correct in offering students and in-company training program generalizations that cut across the marketing domain? Are we doing justice to the core nuances if we simply draw out the variations between consumer goods, services, industrial and business-to-business marketing? Is there a different perspective that should, in the new millennium, be the focus of textbooks and marketing courses?
Content Indicators: readability, Practice implications, originality, Research Implications*
Marketing is marketing, irrespective of the product or marketplace.
This is a theme common to many introductory marketing texts and courses. The two most common exceptions cited to this proposition are buying behavior models between consumers and business buyers and the extended ingredients of the services marketing mix (cf. Dibb et al., 1997; Kotler, 1998). While the overall sentiments of marketing hold true across product and market boundaries, perhaps the differences are in fact more marked?
The marketers of services were the first to “speak out”, arguing that the nature of marketing is different owing to the basic characteristics of services:
· intangibility;
· direct organization-client relationship;
· consumer participation in the production process; and
· Complexity.
The upshot for services marketers has been the extension of the marketing mix from the classical product, price, place (channel) and promotion “4Ps” to include at least people, physical evidence (ambience) and process. These marketers also point to the characteristics of services, notably intangibility of the service “product”, restricting opportunities for creating a differential advantage over competitors, with the inevitable dependence for differentiation and competitive edge on branding initiatives and personnel.
While services marketers have outlined significant differences for “their marketing”, on the whole, texts and marketers have argued there are relatively only minor differences between the marketing of consumer goods and industrial or business-to-business goods. This paper is intended to spark some discussion pertaining to the extent to which marketers can safely generalize when discussing the nature and characteristics of industrial, business-to-business marketing.
What princess culture does is put our little girls in a box and give then a “narrow view of womanhood” (Dionne). They are all expected to dream of princes, wear frilly pink night gowns, and have multiple plastic tiaras, which do not symbolize power for these girls like a crown does—it’s delicate and pretty. Girls are told that they should be pretty and polite. When girls don’t fit in this box the they are suddenly “quirky” or “outspoken”. These labels aren’t exactly positive, so girls often stay in the box as long as possible to avoid being different.
Additionally, gender roles derive from numerous places, not just the Disney princess franchise. As Brandie Weikle, the host of The New Family Podcast and editor of thenewfamily.com, mentioned “others question why Disney, in particular, is called on the mat for its princess products when there’s a frothy abundance of dresses and tiaras from Barbie Princess, for example, available everywhere from toy store shelves to YouTube” (Weikle, 2006). However, the effect of princess culture goes beyond young girls. For instance, in the previously mentioned study conducted by Brigham Young University, it was found that when it comes to boys, the influence of princess culture could help improve self-esteem (Salyer, 2016). As a parenting expert, Brandie Weikle suggested that it is okay to raise girls who enjoy partaking in princess culture, but parents need to help their children understand how to be self-reliant (Weikle, 2006). Furthermore, as Ella Westland from the Department of Continuing and Adult Education at the University of Exeter illustrated, banning princess culture entirely is impossible, but parents who are concerned with the effects of fairy tales on their child’s self-esteem can help their children become familiar with alternative gender roles (Westland, 1993, p.237). Overall, princess culture in moderation is the
The movie Pearl Harbor directed and produced by Jerry Bruckheimer was released in 2001. This highly praised movie allows the audience to carefully watch a movie that is based on a day that started the United States' involvement in World War II. The movie begins with a two boys, Danny Walker and Rafe McCawley, who have grown up hoping to become involved in the United States military and slowly changes to the life, excitement, and hardships of being involved in the war. Rafe is one of the best fighter pilots in the regiment and falls in love with a beautiful nurse, Lt. Evelyn Johnson. As the United States tries to help the British, Rafe volunteers to go to London. After several months he supposedly dies when shot down by a German aircraft. This devastating news is told to Lt. Evelyn Johnson by Danny Walker who is still trying to deal with the situation. A few months went by and Lt. Evelyn Johnson and Danny Walker fall in love. Being alone during a time of war was not an ideal situation, one that all military men and women hated. They found themselves to be compatible and in love. They enjoyed their relationship together until news is delivered to Danny that Rafe is still alive. During all this time United States avoids involvement would in the war because they felt that their involvement would not have an impact. The relationship with Danny and Evelyn progresses and so did the war. It is on December 7, 1941 when the Japanese attacked Pearl Harbor. In the movie Pearl Harbor, Bruckheimer attempts to describe what happened on Sunday December 7, 1941 as accurately as possible. However, no matter how hard Bruckheimer tries to present this event historically it will be unclear because it is used primarily ...
The Princesses in Disney’s animated films have been known to have a great influence on young girls’ lives, portraying what a princess is all about. The Disney Princesses are consumed of Sleeping Beauty, Snow White, Cinderella, Little Mermaid, Belle, Pocahontas, and now Brave. They are loved by millions, and are featured all over America, everything from cups to costumes. Combined with Disney’s already popular image, the princesses of his stories created the image for “princesses of all princesses”. However, the roles and functions of Walt Disney’s Princess (ex. Sleeping Beauty (1959) and Snow White (1937) have changed significantly compared to Team Disney’s Princess (ex. Little Mermaid (1989) and Pocahontas (1995). For one, their images have changed over the eras, as critics’ would say, they have become “sexualized and independent”.
Armstrong, Gary, and Philip Kotler. Marketing: an introduction. 11th ed. Upper Saddle River, NJ: Pearson Prentice Hall, 2013. Print.
For the past seventy-eight years, Disney continued to create Disney princess movies, a phenomenon which swept the world, with a worldwide gross of up to six hundred million dollars, with young girls adoring each and every movie. Girls from the age of two watch and enjoy these chauvinist movies, spending hundreds of dollars of their parents’ money on outfits so the little girls can resemble their most idealized princess, which include but not limited to Snow White, Cinderella, Tiana and Mulan. However, the stories of the Disney princesses and the princesses themselves do not cater Both detrimental influences on young girls, the official Disney princesses promote light skin over dark and reliance on a man through explicit and implicit means in their allegedly inspirational movies.
There are nine Disney Princesses between 1937 and 2009. Most of the movies have very stereotypical representation of gender. Over time, Disney’s portrayal of the princesses has changed, but overall there’s not a lot of improvement in regards to the portrayal of gender stereotypes. Young women, who stray away from conflict and think they should be nice and pretty, are more likely to be depressed than others. There is a twenty three percent drop in girls’ participation in sports in middle and high school. The girls think it is unfeminine to play sports. Girls are feeling like they are being pressured to be perfect, get straight A’s, be the student-body president, editor of the newspaper, and captain of the swim team. But on top of all that, they want to be kind, caring, please everyone, and be very thin and dress right (O...
As Trump is allegedly trying to force a high-percentage tarrif on the Chinese imports, and Bernie Sanders to oppose the former trade agreements with the Asia-Pacifics, international trade has became one of the most heated topics on the presidential political debate. Everything has its own good and bad, free trade is no exception.
“Free trade.” What is free trade exactly? How is it defined? Free trade is an “international trade left to its natural course without tariffs, quotas, or other restrictions.” That is the definition that used globally to define it. In this situation major economies strongly believe that free trade delivers economic health growth. Trump however was able to maneuver around and assure to reduce America’s huge trade deficits, which Trump says have cost the country millions of well-paying jobs. A g-20 meeting discussion was has occurred with some of the biggest economies as the IMF, world bank,Treasury Secretary Steven Mnuchin and Federal Reserve Chair Janet Yellen were representing the United States and many more at the meeting. They were trying to find a solution to insure fair free trade for everyon.
Armstrong G. & Kotler P. (2007) Marketing: An Introduction 8E Upper Saddle River, NJ Pearson Prentice Hall Publishers
Marketing is a process of determining a consumer’s needs, devising a product or service to satisfy those needs, and trying to focus customers on the goods and services you are offering. Marketing is extremely important, and a fundamental building block for business growth. A marketing team is given the task of creating customer awareness through a variety of different marketing techniques. If a business does not pay close attention to their consumer demographic and needs, they will eventually fail over time. Two important aspects of marketing include acquiring new customers, and the preservation and growth of relationships with current customers. Marketing has always been viewed as a creative outlet, which encompassed advertising, distribution, and the selling of goods and services. Marketing staff will also try to anticipate what customers will want in the future, often being accomplished with market research. In summation, a good marketing plan should be able to create a favorable proposition or series of benefits that a customer can value through goods or services. The marketing mix is normally described as the strategic positioning of a product or service in the marketplace, using the specification of the four Ps. During the early 1960’s, Professor E. Jerome McCarthy of Harvard Business School stated that a marketing mix contains four elements. The four key points are product, pricing, promotion, and placement. It is recognized that all these aspects must be present to ensure a successful business model within a given industry. We will now take a thorough look at the four marketing mix points.
Increased production- the free trade enables the countries to specialize in production of those commodities which are having comparative advantage. In international trade the size of the firm’s market is increased resulting in lower average costs and increased productivity.
A good definition of marketing is the process of the intermediary function between product development and sales. (Reddy ) The field of marketing entails taking a generic product or generic service (the product or services do not have to be “generic” they may be actually unique to the marketplace) and associating the generic product with a brand name (Petty 2001). Under this generic concept are the activities of advertising, public relations, media planning, sales strategy and so on.
Before taking this course, marketing was all about product and the promotion of that product. I took a marketing course during my undergrad about 7 years ago that emphasized the 4 P’s. Building a strategy around promoting a product and/or service seemed to be the most fundamental concept of marketing to me. My narrow thinking soon changed after going into the workforce and after taking this course. Marketing is more than just telling potential and current consumers about your products and why they should buy it. Marketing truly encompasses all areas of business. A great marketing strategy needs to focus on all the new strategic marketing elements of positioning, product, logistics, price, integrated marketing communications, and service. It’s
Traditionally, marketers were focused mainly on selling a product. They started with production and marketing was done while selling and promoting the product to attain sales at a profit. In this technique, they were of the view that the product should be brought in the market with an aggressive selling strategy and imposed in the market through promotional pressures. Their marketing purview was limited to 4P’s which are product, promotion, price and place for profit maximisation.