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Role of strategic marketing
Nature and importance of marketing
Role of strategic marketing
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Greselile datorate alegerilor nepotrivite de nume de marci sau sloganuri – apar ca o neconcordanta clara intre o marca utilizata de companie si tara in care respectiva marca se lanseaza ( cauzele sunt diferite conotatii ale termenilor ce denumesc marcile respective). Astfel de greseli pot fi evitate printr-o mai buna documentare initiala din punct de vedere lingvistic si literar in tara vizata.
o In 1990 au fost reintroduse, in Estonia, crematoriile, sub forma de companii private. In acea perioada, in Talinn, una dintre firme si-a luat denumirea „Inferno” (traducerea termenului fiind de foc foarte puternic si necontrolat). Totusi, compania nu a tinut seama ca cea mai utilizata conotatie a termenului este cea de „purgatoriu” sau „iad”. O reclama la aceasta companie ar fi sunat (intr-un mod foarte nefericit) astfel: „Unde va fi inmormantat sotul tau, sa-mi pot lua la revedere de la el?” „Va fi ars in Infern.”
o Volkswagen a numit o varianta a modelului Golf Jetta. La introducerea acesteia pe piata italiana, modelul a inregistrat vanzari foarte slabe. Deoarece litera ‚j” nu exista in alfabetul italian, Jetta era pronuntat „ietta” (cuvantul italian pentru „ghinion”).
o Hoover, un producator european de aparatura electrocasnica, a introdus pe piata germana un aspirator sub numele Zyklon (cuvantul german pentru „ciclon” – un nume aparent potrivit pentru un aspirator). Totusi, producatorul nu a stiut ca Zyklon B este gazul letal utilizat de catre nazisti in lagarele de concentrare, astfel ca protestele publicului nu au intarziat sa apara.
o In aprilie 2003, Oficiul pentru Turism din Hong Kong a lansat o serie de reclame in cele mai mari publicatii. Sloganul ales era „Hong Kong iti va lua rasuflarea...”. Din nefericirea, lansarea campaniei s-a suprapus cu perioada epidemiei SARS, al carui principal simptom era dificultatea in respirare.
o Marca „Matador” introdusa de American Motors in Puerto Rico a fost un esec rasunator. Totul s-a datorat faptului ca in Puerto Rico, „matador” este termenul folosit pentru „criminal”.
o General Motors a introdus marca Chevrolet Nova in America de Sud, vanzarile fiind extrem de scazute ca volum. Curand, oficialii companiei au aflat motivul: „Nova” in limba spaniola se pronunta „no va” (nu va merge, nu va functiona).
Greseli de traducere a sloganurilor – sunt greselile cu consecinte de cele mai multe ori amuzante, si nu neaparat negative pentru companie. Uneori ele pot spori reputatia marcii. Pot fi evitate printr-o verificare atenta a traducerilor si a conotatiilor pe care acestea le au in tara vizata.
o Una dintre cele mai
In Sandy Hingston’s “The death of the funeral business”, the story motivates people into moving into different sets of values or beliefs that weren’t acquainted in their previous ideas. I feel the understanding of change in culture is motivating the author. The time that she is living a time and era in which we as the people search for many ways to have freedom. This includes freedom of choice from the restraints of our own minds such as culture and beliefs we are so accustomed to. Hingston is seeing as a change on how we perceive our body because of the time and era it occurs in. One of the the biggest change in history is the since 1884 which introduced the use cremation. This later rose in popularity overtime in which it finally reached
Iglesias, Cesar Andreu. Memoirs of Bernardo Vega: A contribution to the history of the Puerto Rican community in New York. New York: Monthly Review Press, 1984.
Prothero, S. (2001). Purified by Fire: A History of Cremation in America. Los Angeles :University of California Press.
Knowing this, one would not believe that it has caused not one, not two, but three pandemics and is on its way to causing a fourth! The Spanish flu of 1918, the Asian flu of 1957, and the Hong Kong flu of 1968 each killed millions of people worldwide, causing mass terror. People were mad with fear, and for good reason, as friends, family, and neighbors dropped dead like flies. And yet, as soon as the deaths ceased, the forgetfulness set in. until very few knew about these pandemics.
After the use of Reese’s Pieces in the movie E.T. product placement has risen to extreme heights. Some ask the question if product placement was around before the popular use of it in E.T. Research has proven that this form of advertisement has been around and used since the beginning of cinema, Ben Kozary states “the first reported product placement occurred in 1896, with the deliberate integration of Sunlight Soap by Unilever into several Lumière films” (2) from his paper “The Influence of Product Placement Prominence on Consumer Attitudes and Intentions: A Theoretical Framework.” This makes product placement one of the longest running uses of advertisement around. Product placement in movies and television shows, while unethical in some situations, is the most preferred and effective form of advertisement today.
There are two methods of carrying out euthanasia, the first one is active and the second one is passive. Active euthanasia means the physicians deliberately take actions which cause the death of the patients, for example, the injection of sedatives in excess amount. Passive euthanasia is that the doctors do not take any further therapies to keep the ill patients alive such as switching off the life supporting machines [1]. This essay argues that the legalization of the euthanasia should not be proposed nowadays. It begins by analyzing the problem that may cause in relation to the following aspects: ‘slippery slope’ argument, religious view, vulnerable people and a rebuttal against the fair distribution of medical resources. This essay concludes that the legalization of the voluntary euthanasia brings more harm than good.
As the public is increasing demand for goods, industry tried various methods to sell their goods, so that the public has a desire to purchase the commodity, therefore media advertisement becomes important factor in this free market system. Everyone has right to properly merchandise, there is a wide range of advertising, as print ads from the largest open-air, to a small sticker, although the gap between the scales is quite large. Each of them can express their own product, and we are in information explosion century. Therefore media advertising has higher than the permeability of propaganda to make public understanding of the characteristics of the product. We usually can’t avoid media advertising that even in a bus line or chatting with few friends. Media Advertising is becoming a culture to involve our part of life. So advertising need to avoid any contains rhetorical devices or fallacies to mislead people.
Folly can be defined as a foolish conduct or foolish action (Brittanica Academic, 2017). New Belgium Brewing company appeared to struggle with the decision, to use the word “folly” in its advertising campaign. NBB created the slogan “ Follow your folly… ours is beer”, to sell their high quality beer and represent their brand (Ferrell & Hartline, 2014). Unfortunately, a large amount of people felt the word “ Folly”, was disrespectful towards the science and technological process involved with creating such a high quality beer (Ferrell & Hartline, 2014). The humor in the phrase, was unable to be understood.
Euthanasia - the termination of a person's life with the aim of getting rid of his pain and suffering with an incurable disease (Euthanasia).Currently adult euthanasia legalized in different forms in countries such as Colombia and Japan, as well as the U.S. states of Oregon, Vermont and Washington, and in some European countries: namely, Netherland and Belgium, Luxembourg and Switzerland(Belgium has taken the unprecedented law on child euthanasia).At this time, the topic of euthanasia is very relevant, as pass many debates on this subject and its resolution. The purpose of the essay is the estimation of the positive and negative aspects of euthanasia. The study will begin with comparing benefits and drawbacks of euthanasia.
Marketing Myopia is a short sighted method or narrow minded view of marketing where businesses define their markets in terms of the products or services offered and fail to focus on consumers’ or market needs. They therefore fail to understand and adjust to the rapid changes that happen in the market.
Murray, M.2006. The epidemiology of SARS. In SARS in China: Prelude to pandemic?, ed. A. Kleinman and J. Watson, 17-30. Stanford, Calif.: Stanford University Press.
Family Guardian knows that having the right people in the right areas of the company is important. Quality in the customer service provided by its staff is key to keeping customers happy and has an influence on their overall perception of the company. Each employee at the company is required to complete a customer service course each year, administered by the company. Moreover, a training manager, a position that the company previously did not have, was hired in February of 2014 to oversee and implement ongoing training for employees in all areas of the organization. This move confirms the company’s commitment to its employees and customers.
World Health Organization “Frequently Asked Questions on Severe Acute Respiratory Syndrome (SARS),” Communicable Disease Surveillance & Response (CSR), March 24. (2003). World Health Organization . Retrieved March 29, 2004.
Marketing is a vital component in the success of businesses. Smaller businesses rely on business advertising, expenses, knowing if the business is networking with the right people, or joining the best organisations which lead to success (EStartup business blog, 2010). Marketing concentrates on customers and what the customers want. Customers are the source of sales and profits. Many small businesses are faced with remarkable hardships due to not developing the right marketing plan (EStartup business blog, 2010). To help these businesses a more appropriate or better marketing plan needs to be designed. Small business internet marketing services can help businesses develop and thrive in a highly competitive market. For the highest quality internet marketing services, hiring an online marketing company to design a customized internet marketing campaign may be advantageous for some businesses (EStartup business blog and contributors, 2010). Identified will be the role that marketing plays in a successful business demonstrated by use of two examples, the importance of developing a marketing plan, and ethical and legal issues that surround marketing practices (EStartup business blog, 2010).
A reader will clearly understand whether the advertising influences people or not, also will recognize how advertising forces people to buy things they do not need. It is also important to distinguish between manipulation and influence. During the whole work, we will show exact examples and evidence of how actually advertising manipulates people and why we do not see it. On the other hand, we will also describe non-manipulative advertising and how people can avoid senseless purchase.