Answer questions - Research Paper Example

Understanding the Concepts al Affiliation) Pete Sanchez, a recent graduate of business school, has a different approachthan his marketing manager, who believes in keeping customers at arm's length and using mass media advertising. Discuss various mass media advertising tools and its importance. Mass media refers to all the media technologies targeting large audiences through mass communication. The electronic media (well known as broadcast media) transfer information through electronic devices such as radio, film, and movies.

Film covers motion pictures that entertain, enlighten, inspire, and educate audiences. Businesses place commercials of products in between films to appeal to consumers. The internet is an interactive electronic mass media tool and has the capacity of addressing global markets. It facilitates the transfer of information across vast geographical dimensions within a short duration. Blogs are websites that have regular entries on events, descriptions and commentary, and such can be used to market products to a distinct audience on a regular basis.

The print media on the other hand, make use of physical objects like books, magazines, brochures, newspapers, pamphlets, comics, and pamphlets to relay their information. Consumer and business magazines are publications that espouse the delivery of market information on goods and services to the populace, and are published periodically. Newspapers on the other hand, are daily publications that contain information, advertising and news. They inspire the market with information on products and services on a daily basis.

Another mass media tool is outdoor media and comprises placards, billboards, located outside and inside commercial locations. Numerous commercial advertisers make use of this mass media tool to advertise in public spaces (Blythe 2009). The Internet makes it easy for consumers to view, interact with, and create marketing content. Discuss use of internet in marketing. Internet marketing; also known as online marketing, is continuously evolving into a wider matrix of components that a company can make use of to augment sales, irrespective of whether a business is conducted entirely online, entirely offline, or partially online.

The decision on whether to utilize internet marketing as part and parcel of an organization’s overall marketing strategy rests entirely on the organization, but as a cardinal rule, internet marketing is increasingly becoming an exigent part of almost every organization’s marketing mix. Some online business ventures only make use of this form of business marketing. In essence, internet marketing entails making use of the internet to conduct three essential activities. First is communicating an organization’s message about its products, itself as well as its services online.

Second is conducting research regarding potential and existing consumers, with regard to needs, preferences and demographics. Third is facilitating the sale of goods and services online. What is cause-related marketing? Give two examples of the practice and explain why companies participate in cause-related marketing. Cause-related marketing refers to a mutually beneficial coalition between a company and a non-profit organization, in which the two firms’ assets are put together to facilitate several functions.

These include, first and foremost, creating social and shareholder value. Cause-related marketing also enables a company connect with a diverse range of constituents including employees, suppliers, and consumers. Finally, it is helpful in communicating value that both organizations share. Cause-related marketing was used by American Express in 1983 as a way of describing its campaign that looked to raise money to restore the Statue of Liberty. The company donated one cent to the restoration, each time a person used the company’s charge card.

This led to a 45 percent growth in cardholders, with a twenty eight percent increase in card usage (Blythe 2009). Other examples of programs that make use of cause-related marketing include requests made by supermarket checkouts for small donations intended for children’s charities, and campaigns for public awareness on breast cancer and HIV/AIDS. Why is the demographical environment such a dramatic force in today's market? Demography refers to the study of human populations with reference to density, location, size, occupation, race, age and many other characteristics.

It is of key interest to marketers since it involves the people who constitute markets. The demographic environment is a dramatic force in contemporary markets owing to several reasons. The population growth rate in the world is growing explosively and is bound to affect the capacity to deliver adequate service to the population. Emerging markets like China are thus receiving more attention from international marketers (Blythe 2009). Another key trend is the population’s age structure which is constantly changing.

The population is aging since the birth rate is slowing down, whereas the life expectancy is on the rise. Following the Second World War, the baby boomers led to a bulge in the population distribution of our population. The new core market for companies is the middle age population. Demography thus helps categorize product distribution in light of the characteristics best suited for an optimal sale. When do marketers need marketing research? Marketers need to conduct market research in some prime situations in order to add value to a business and consequently lead to its success.

First, market research is needed when determining how viable a new market is for accompany to start. By so doing, marketers are able to establish whether or not a business idea is feasible for a particular location. Market research is also needed when estimating the adoption rate, share, or size for business planning or investment. In addition to that, it is essential when identifying new service or product opportunities as well as value-added offerings. Furthermore, market research is required when conducting risk management.

As such, it helps identify the risks that pose the biggest threat to a business. Through this information, business managers are able to fork out modus operandi that can abate the impending risks of business. Finally, market research is need market research when identifying the most profitable consumer segments and the right approaches of protecting them (Blythe 2009). Reference Blythe, J. (2009). Key concepts in marketing. Los Angeles, Calif.: SAGE.