1)
What is marketing ?
Marketing- Marketing is working out the
psychology that makes a consumer buy a particular product. To do this you have
to understand the consumers needs and for filling these needs using key
techniques such as low prices, quality products, convenience and service and
also a reputation which can be created by having a strong brand.
The definition of marketing according to
the sources that I have researched an have made a definitions in my own words.
Marketing
– The process of planning and executing the conception, pricing, promotion and
distribution of ideas, goods and services to create changes that satisfy
individual and organizational objectives.
Marketing-
is an approach to doing business that focuses on identifying the customers
needs and preferences. Using this information, a company can shape the goods
and services it provides, as well as the strategy it uses to bring these goods
and services to the public.
2)
What is Involved in a marketing
campaign? ( Tools and Techniques)
The definition of a
marketing campaign is specific activities designed to promote a product,
service or business. To start creating the activities you have to start with a
marketing strategy this consists of several stages that research your audience
and the market. The first stage is
‘understanding the customer” this is just how it sounds you carry out research
into your target audience find out there likes and dislikes of advertising and
similar products. The next stage is “analyzing the market” this is your basic
market research seeing what is selling at that moment will allow you to see
what the public wants at that moment. After you have completed this and know
what product your selling you need to “analyze the competition” you need to see
what prices and problems the competitions products are at so that you can
hopefully provide a improved product for an affordable price. Now you have a
product and a target audience you need to know how your going to distribute
this product this means you need to “research distribution channels” this is basic terms is how are you going to
sell your product for example is it something that you are going to retail
online or in a store if its in store how are you going to get it there.
The last three stages in a
marketing strategy all come together to complete the details. Now that all the
research is completed you need to define what you selling and complete a
“marketing mix” this is four key details being product, price, place and
promotion. When this is done the last important step is to “analyze the
financials” this is the step where you see if that your product will survive in
the market place and at this point you need to put together a marketing budget
covering all of the costs that your marketing may cost. The final step is to “
review and revise ‘ all you have completed evaluating the overall effectiveness
of your chosen marketing strategy. To show how this strategy would be used in a
company I am going to use the example of coca cola. Firstly they would have to
understand what the public wants in this case a refreshing pop drink from here
they would see how pop drinks were selling in the market. If this was all
successful they would need to see what competition they have in this case
brands like Pepsi and Tango. From here they need to chech where they can sell
the product so with coke its mostly is supermarkets and corner shops so they
will need vans to reach its destination. Now the next step is the largest what
is there marketing mix so lets start
with product coca cola is obviously a cola pop drink, price so it needs to be
about the same as the competition about £1 a bottle, place its going to be sold
in supermarkets and last of all promotion coca cola often sell there products
using posters and TV adverts. Next they sort there financials this is there
marketing budget which for a company like coca cola is most likely to be fairly
large. The last step review and revise allows them to see how this has been
affective which in the case of coca cola will most likely be.
Marketing campaigns can be
designed with different ends in mind including to create a brand image, to
introduce a new product, increase sales or even to reduce the impact of bad
news. There are 9 main functions of
marketing including :
·
Product/service management
·
Marketing information
management
·
Financing
·
Purchasing
·
Pricing
·
Distribution
·
Promotion
·
Selling
·
Risk management.
There are also 4 main utilities these are
the key stages in developing the product and how you are going to see them
these 4 utilities are :
·
Form Utility- A product must be
processed into a form e.g Potato into chips
·
Place Utility- The
transportation of the product e.g In vans or through rail.
·
Possession Utility- This
establishes legal ownership of a product.
·
Time Utility- This is described
as being in the right place at the right time when a customer is trying to
purchase a similar product.
The places you
can see marketing is in/at:
·
Print media
·
Social media
·
Publicity
·
Direct media
·
Email
·
Radio
·
Television
·
Telemarketing
·
Events and trade shows
·
Search engines
·
Outdoor media
3. What is PR? ( What is distinctive about these
activities/ relationship with news forms)
The term PR extends to be the words public relations
this is the system used to persuading people to buy a product or service. This
is not an advertising company instead of selling the product using the
relationship between the public and the company this is done by dealing with
the customer directly for example at an event directly being held for the
public to help the consumer. PR companies often help by influencing a products
target audience so that the product is directed to the right people for example
it is a new iphone it will need to be directed a younger audience so it will be
featured mostly online. This means they heavily rely on media to share the word
allowing the news to spread but not actually advertising this is often done
through news stories about companies doing positive things like giving money to
charities. This way of selling the product done leave the company with less
control then advertising but is more believable as it creates an image for the
company. There are many ways you can spread PR
this is mostly done using celebrity endorsements, charity donation or
support e.g Fairtrade.
Public relations as job realys on maintaing a public image this may be carry out in many ways but will always be tailored to suit the brand or celebrities target audience. To do this they use a strong branding this is not only through a logo but is also connecting an idea or image to a specific product or service this can be seen through example such as when looking at the times logo people connected words such as Traditional and male. These word can also be used to describe their stereotypical reader creating an image for the company. The role of public relations is to ideally create a 'positive' image. To create this image they may use many techniques such a celebrity endorsements where they connect a social celebrity to their brand. They may also use stories within the media for example a celebrity may be trying to correct their image by holding a helpful event for the community sharing the news through the media. Their is also the main technique which is advertising this can be overpowering the bad news or rebooting and rebranding the company to attract a different audience. sponcership is another powerful technique as they can help events or possibly assist on edjucation a good example of this is currently Barclays who are assisting young people to get jobs by holding workshopss to assist them with a multitude of needed skills. The final method is typically used by celebrities and companies to grow a positive image it is donating to charities this is stereotypically through large events such as social galas e.g. The other ball.
4. How has marketing strategy/technique evolved over the
past 10 years?
On a basic level marketing had developed over the last
10 years due to newly evolved technology and the associated medians such as
social media although we still do use print based media it s not as
popular. In the modern age we use basic
marketing medians these include :
·
Social media pages
·
Viral campaigns
·
Pop ups e.g online cookies
·
Links shown on webpages
·
Company apps
·
Tv Interviews
·
Radio
·
Print commercials
Not all these medians are common place anymore as they
have been replaced for example a decade ago we used to read newspaper nearly
everyday due to the younger population and technology we now use apps and
webpages to see the normally printed adds. This technology has not only changed
the way we see adverts it has also changed and widened the audience. They now
have grown to have higher expectations because the quality has risen this has
raised what we as an audience want from an advert.
5) How has our understanding of marketing
audiences changed in the 21st Century ?
This is shown on my Pinterest board at : http://www.pinterest.com/sophiekipper/marketing-in-the-21st-century/
. The point I am trying to prove is that
overall we have began to interact with marketing on a daily basis. The
companies in todays age are now using interactive ways of contacting the
audience this is done mainly through technology by starting to use apps and
social media they can grasp a larger and wider audience and it also helps them
to receive feedback . This change in technology has not only changed the way
things are sold but has also changed us as an audience as we used to take a
back seat and be passive just taking in the information handed to us through
older methods such as print adverts or radio commercial but in the modern age
this has changed as we have become more active as we download apps or talk to
the brand over social media. It has become second nature to us to use brand
names in everyday life where as before technology the marketing experience was
a lot less submersive and seemed like it was more direct telling the consumers
to buy the product this has started to fade out today isn the modern society we
are sometimes even hit with adverts without even realizing it for example
through viral videos like “First kiss “ which most people didn’t even realise
was a campaign till being told. Overall media had advanced beyond anything we
could dreamed of last century and has now taken over our lives by changing the
way that a product can be sold.
