Critical Issues in Marketing - Essay Example

Critical Issues in Marketing Contents Contents 0 Introduction 2.Culture Jamming 2 3.Self Help 4 4.Supermarkets 6 5.Counter Culture 7 6.Selling ofCelebrity 9 7.Conclusion 11 8.Bibliography 13 1. Introduction The process of “Marketing” involves the art of “brand creation, management and enhancement” of deliberate significance to a trade, marketers effort towards shaping the civic awareness of an organization and its merchandise. (BRASSINGTON, Frances, 2006) The process of marketing assists companies to predict the requirements of their targeted patrons, persuade their requirements, preserve associations with existing clientele and assertively endeavors to inflate the organization’s marketplace share. (SOLOMON, Michael R., 2003) Understanding the client, what encourages him or her to purchase a product and utilizing one’s private creativeness and passion to plead to that inspiration are some nucleus functions involved in a marketer’s profession. The term “marketing” originated from the original connotation that refers accurately towards going to bazaar to purchase or trade supplies or services. (BRASSINGTON, Frances, 2006) In accordance with the past researchers, it has been revealed that the theory relevant to marketing comprises of four characteristics, which are as follows: 1. Product – The precise product to suit with the requirements of targeted purchaser (BRASSINGTON, Frances, 2006) 2. Price – The accurate product offered at the reasonable price. (BRASSINGTON, Frances, 2006) 3. Place – Availability of precise merchandise at the right place on reasonable costs, and 4. Promotion – It involves raising awareness in prospect clientele about availability of merchandise and its prices along with its locations. (BRASSINGTON, Frances, 2006) Each one of the “four P’s” is a variable that is managed in creation of the marketing blend that draws customers towards company. (CANT, M. C., 2009) This paper hereby emphasizes on the five critical issues in the modern marketing practices that are widely acknowledged as culture jamming, self-help, super markets, counter culture and selling of celebrity. 2. Culture Jamming The term “Culture jamming” refers to a cultural backtalk by switching to the language of ascertained power. (GOODMAN, Jennifer, 2006) The process comprises of playing with memorable structures of communiqué and interfaces like “posters, billboards, official language, protocol, spaces and imagery” (GOODMAN, Jennifer, 2006) and spiraling them back against its creator. An undermined note could contain critique of the original or might ally with a novel political message for instance “Class War: Just Do It.” (GOODMAN, Jennifer, 2006) Usually, culture jamming is considered as time saving as it is a quick job on an existing advertisement with need of merely a marker. It evenly involves the design of professional media, necessitating the superiority of intricate graphical design and copywriting. Culture jamming had brought an up to date twirl to an elongated legacy of court jesting, opinionated satire and jokey commotions of the society. (KOTLER, Philip, 2005) Unlike its antecedents, although, this modern dissident game is participated principally with signs and symbols in the community that has already approached to be pervade by them. (SOLOMON, Michael R., 2003) The phase for the materialization of culture jamming was laid in the early 20th century as mass fabrication; mass utilization and mass haulage set its foot in Europe and North America. (KOTLER, Philip, 2005) The pace conveyed with these innovative growths shaped a flood of information leading way for industrialized civilizations to search for and grow extra competent codes of message to cope with it all making symbolic lingos more imperative than ever and gave birth to countless novel symbolic code from street map emblems to commercial logos, all intended to craft swift sense of gradually more multifaceted information. (KOTLER, Philip, 2005) In the precedent two decades, culture jamming has caught on far-off and broad range, credit to the rising reach of substitute media, the ease of access of digital designing software’s, the enormous communal and advanced networks links with the I-technology. (SOLOMON, Michael R., 2003) It is evident that Adbusters periodical has been conveying culture jammed imageries into the majority akin to no one else has. (KOTLER, Philip, 2005) The trend of globalization is a crucial aspect in internationalization of treason along with “big-box stores and other modern goodies.” (CANT, M. C., 2009) The past work of researchers had demonstrated that wherever shopper culture roots up there culture jamming practices have appeared very fast. The exceptional spread of “The Media Foundation’s Buy Nothing Day” campaign was such a case. (CANT, M. C., 2009) The idea of said promotion commenced in Vancouver in the early 90s accompanied with petite sponsorship and a negligible budget but it has been autonomously adopted and structured by culture jammers in more than 65 nations. (CANT, M. C., 2009) 3. Self Help Owing to literature provided by several researchers, it has illuminated that the utilization of conference and prescription like “self-help” might possibly lead to vast knowledge regarding financial side of publishing than in relation to spectator’s values. (K.USHARANI, 2008) Especially, the escalating oligopoly attentiveness of the publishing trade had lead to regularity of merchandise in array to manage risks & preliminary costs and to increase sales of all categories of merchandises in array to get the most out of profits. (K.USHARANI, 2008) The publisher averts risks by staying within an acceptable formula which may only approximate what people really want. While bonding with pre-tested formulas, it is easy to cut the costs by standardization of fabrication and risk. Use of brand marketing in the publishing industry boosts profitability in four major ways: a) It permits manufacturers to keep their center of attention on resources on brand delineation via setting a modus operandi that has a professed exceptionality or difference from other brands and via advertising and marketing to achieve name recognition. (K.USHARANI, 2008) b) It facilitates marketers to generate line expansions of the product-only distinguishing the modus operandi to generate novel merchandise in the similar line for instance a sequence of books with disparities on the similar title. (K.USHARANI, 2008) c) It also facilitates creators to expand the line or product into innovative merchandise markets for instance “TV, Movie Theater, audio-visuals, CD-ROMs, games and so forth.” (K.USHARANI, 2008) d) It allows manufacturers to exercise marketing strategies premeditated to produce brand knowledge or merchandise saliency. (K.USHARANI, 2008) Merchandise saliency is set up by making certain that once a triumphant line of merchandise is recognized, it and its line expansions obtain utmost endorsement, marketing, etc., in array to maintain the brand in the public watch. It is not possible that consumers might not find precisely their requirements in an exacting prescription but at least the producer’s retailing figures are not compromised. (K.USHARANI, 2008) Susann (1997) educated the industry that even books can be sold as commodities. Susann was a forecaster similar to of “John Grisham, Robert James Waller, Judith Kranz, Jackie Collins, and Danielle Steel and even to John Gray.” (K.USHARANI, 2008) Susann reinvented the foundation of publishing, the contemporary romance and instigated the category of celeb adoration that has developed into a complete sect in the 80s and 90s. (K.USHARANI, 2008) It was observed that consumers are always keen to read a fine story in array to flee from their own distressed lives. Brand marketing presented book publishers additional control and as their authority augmented so did the inevitability of formulas. No longer did books ascend, or be unsuccessful to, on their own values but throughout a cautiously coordinated blend of gigantic marketing operations in “print, TV, radio, book clubs, saturation paperback distribution, phony bestseller lists, and the like” which is completed prior to the book’s printing. (K.USHARANI, 2008) 4. Supermarkets Over the past few decades, the augmentation in the figure of supermarkets had acquired much attention of marketing researchers. (DANESI, Marcel, 2007) It is also observed that in UK there has been a noteworthy boost in opening of supermarkets in urban areas. It is also noted that supermarket chains have modernized their merchandise procurement systems, which are much technologically advanced from those practiced by conventional vendors. In UK for instance, records of fiscal year 2008-09 reveals that the retail grocery market is determined with over 75% of market share in the bags of merely four supermarket chains. Proponents state that in-store marketing forms an energetic ambiance and enhances the shopping experience. (DANESI, Marcel, 2007) Nowadays, the supermarkets are acknowledged as not only a distribution point but also a marketing medium that allocates a variety of touch points of communiqué or messaging. (DANESI, Marcel, 2007) In-store marketing in supermarkets is contentiously stepping towards a high ladder with a selection of inventive and stylish vehicles conveying brand messages to consumers as they drive their shopping carts throughout the passageways. Brands are promoted on signs fixed firmly to “shelves, displays and stuck on the floor with attractive decals” (DANESI, Marcel, 2007) together with audio’s and monitor’s broadcasting a blend of brand messages and programming about shopping. In-store coupons and live samplings of new branded food products add to the mix. In-store promotion tools have been used in UK supermarkets for years to publicize and endorse brands of consumer package commodities made by firms having international standards like “Coca-Cola, Kraft, and Unilever” as well as from locales. (DANESI, Marcel, 2007) These pains at structuring brands in the store are barely restricted to the UK. Supermarkets all around the planet are either exercising in-store advertising programs or intensifying existing ones. For instance, “FLOORgraphics”, a supplier of floor decals, has kiosks in over 8,000 stores commissioned in 17 countries (CANT, M. C., 2009) “In-store product endorsement is on the raise in England,” reports “Nitin Sanghavi,” lecturer of retail marketing and strategy at the Manchester trade School. Supermarkets and their dealers are using an assortment of promotion mediums to endorse brands as well as shelf-edge speakers, gondola end-cards, discount coupons etc. (MAGUIRE, Marion, 2007) 5. Counter Culture The term “counter-culture” appeared into extensive utilization in North America in the late 60s to designate a way of life then admired amongst teenagers and distinguished by open refutation of typical morals acquisitiveness, sexual traditionalism and the quest of vocation accomplishment, which was extensively recognized as the "Protestant ethic." (FRANK, Thomas, 1998) The desertion of these "square" ethics was manifestly publicized by such indicators as carrying out tests with drugs, rock music, astrology and extra features of the occult in addition with colorful fashion of clothing and combing. (FRANK, Thomas, 1998) Conflicting to atomistic uniqueness, countless counter culturists attempted combined living measures in community urban in the beginning and then gradually more in rural areas. Actually the term counter culture was an enhanced version of the a little earlier "adversary culture," a phrase invented by the mythical critic “Lionel Trilling” (FRANK, Thomas, 1998) In many compliments the counter culture comprised a mass dispersion promoted by industrious media mistreatment of the pre-figurative hit hippie trend. (FRANK, Thomas, 1998) While a lot of of the values and practices from the 60s counter culture have vanished over the preceding some years, a few rudiments of the era still partly subsist in contemporary civilization. (SZMIGIN, Isabelle, 2003) Modern generation look like a number of the cultural beliefs and practices from the 60s counter-culture counting the testing of sexual characteristics & drugs, rock festivals, the necessity to take a trip and the antiviolence emotion. (SZMIGIN, Isabelle, 2003) While countless still denounce the temperament of this lifestyle, such incorporations in todays society have lingered as affirmative in presenting teens with a novel viewpoint on life and the prospect to swell their horizons. (SZMIGIN, Isabelle, 2003) Most prominently though, contemporary fests like “Bonnaroo and Wakarusa” replicate the character and characters of the 60s counter culture. Particularly, acquaintances and even families can regularly be seen candidly utilizing an assortment of unlawful drugs and having sex with several allies in open. (GOODMAN, Jennifer, 2006) Today’s marketers see counter culturists as a customer group with a voracious thirst for the novel and as a premature adopter set to tip fashion into the middle-of-the-road. (GOODMAN, Jennifer, 2006) 6. Selling of Celebrity An affiliation amid a celeb and a product has an elusive kind of magic. However, it is an undeniable fact that the marketing industry pays petite thought to the laws of moment and action. (SOLOMON, Michael R., 2003) The facts of human senses confirm that, as humans get older “their bodies begin to wither: skin gets wrinkly, waists get fatter, and hair gets thinner” but Advertisements focuses on how to reverse the Human theory via appliance of anti-aging creams or age-defying moisturizers. In array to induce that the products are authentic marketers decorate commercials with smiles of the celebs like “Halle Berry or Elizabeth Hurley.” It may twist reason and trustworthiness to propose that via appliance of a particular brand the buyer can appear like celebs or any of the other models endorsing cosmetic products. (HISRICH, Robert D., 2000) As per a market research, it is discovered that 20% of shoppers are in fact “celebrity resistant,” 60% are “bored with celebrities” and only 8% assumed that in near future they can purchase a celeb endorsed merchandise only on a condition that the celeb would be their admired one. (HISRICH, Robert D., 2000) Having the consent of a celebrity may well encourage some customers that they are purchasing something genuine, significant or even thoughtful. (K.USHARANI, 2008) The merchandise might be endorsed as advantageous and “authentic.” And the shopper could leave from the store sensing like they have obtained a bit of unadulterated value. Celebs induced customers usually believe they have taken one more step in the direction of being the personality they desire to be. That doesn’t change the truth that they have purchased a product, pure if not simple. (BRASSINGTON, Frances, 2007) Value doesn’t subsist in some pure appearance: goods are endowed with price. Most consumers today are conscious that endorsed goods are, fundamentally the identical as the common ones. Marketing agencies are also conscious of this as patrons; which is why they are compensated to create those identical products noticeable. In the era of celebs, market researchers are eternally trying to set up the precise properties that create some personality fit with commercials and others appear like audio cassettes in a CD player. Basis reliably sits at the pinnacle of a ladder of properties that influence whether customers will take note of the endorser or not. (HISRICH, Robert D., 2000) 7. Conclusion There are always changing styles in the promotion of products dazzling modifications in the communal, intellectual, fiscal, technological and political surroundings. Products build their potency by providing clientele constantly advanced merchandise and service experience. At the spirit of a big brand is an enormous creation or service. A sturdy brand is a pledge or link with customers. (BRASSINGTON, Frances, 2006) In return for their faithfulness, clientele anticipate the firm to gratify their requirements better than any other participants. Better deliverance of preferred remuneration is the key doing everything potential to convene client needs and desires better than anybody else. Perhaps one of the mainly imperative shifts in paradigms is the added vital role that patrons are playing in the product name process. (SZMIGIN, Isabelle, 2003) It is no longer the case that businesses can just suppose that clients will inactively pursue along with marketing. In several cases, customers want to engage in recreation more actively with brands and influence the imagery and spots they espouse and how they are marketed. It is also significant to be familiar with that not all patrons want to participate in more vigorous role and definitely not all of the point in time it is added a subject of degree. In-house marketing is a main dilemma for several firms and it is imperative that all workers not just the advertising division comprehend and realize the brand. (MAGUIRE, Marion, 2007) Outwardly, there are several novels; rising ways to commune about and allocating products and services for instance, throughout the internet or sms’s which must be successfully and efficiently incorporated with older approaches to erect the brand. (MAGUIRE, Marion, 2007) Skillful marketers blend and match these tricks to craft the best promising marketing programs. Companies try to abridge their brand architectures as much as feasible, using a small number of brands possible and creating the brands that they do utilize as well-built as doable. Companies are also trying to discover innovative, unmarked ways to generate more convincing brand locations, particularly in terms of extra touching appeals. Finally, businesses are rising dfferent styles of marketing agendas and tricks to fabricate their brand equity. Conventional approaches exercised like 25 years ago just don’t work as well any more. (MAGUIRE, Marion, 2007) The most significant procedure in edifying a brand is to institute a firm groundwork with product awareness and picture by making certain that consumer identify the brand, its name and its appearance, its function in terms of requirements satisfied, benefits supplied and goods and services that it tenders; and what makes the brand extraordinary and exclusive and worth buying. (MAGUIRE, Marion, 2007) This paper hereby had discussed the five issues of Marketing in detail. This paper also had discussed their impacts on consumer awareness. 8. Bibliography BRASSINGTON, Frances. 2006. Principles of marketing. Prentice Hall. BRASSINGTON, Frances. 2007. Essentials of marketing. Prentice Hall Financial Times. CANT, M. C. 2009. Marketing Management. Juta and Company Limited. DANESI, Marcel. 2007. Why it sells: decoding the meanings of brand names, logos, ads, and other marketing and advertising ploys. Rowman & Littlefield. FRANK, Thomas. 1998. The conquest of cool: business culture, counterculture, and the rise of hip consumerism. University of Chicago Press. GOODMAN, Jennifer. 2006. Vault Career Guide to Marketing & Brand Management. Vault.Com. HISRICH, Robert D. 2000. Marketing. Barrons Educational Series. K.USHARANI. 2008. Marketing Strategies & Financial Viability Of Self Help Groups. Sarup & Sons. KOTLER, Philip. 2005. Principles of Marketing. Pearson Prentice Hall. MAGUIRE, Marion. 2007. Brand Marketing: Image - The Key to Success. GRIN Verlag. SOLOMON, Michael R. 2003. Conquering consumerspace: marketing strategies for a branded world. AMACOM Div American Mgmt Assn. SZMIGIN, Isabelle. 2003. Understanding the consumer. SAGE. Read More