Marketing in the Film Industry - Essay Example

? Marketing In the Film Industry Talk about marketing and what comes into one's mind is only advertisement and selling. Marketing isthe core of any business. It involves choosing the right customers. Building your business around their requirements. Catering for their changing needs. Ensuring that your customers are always kept well informed through the various forms of advancing marketing technologies (Armstrong and Sweeney, 1994). In everything that one does, he or she must have an objective to achieve at the end. I am not the lone exception. My career objective has always been to offer the best for my customers keep them updated on the changes immediately and learn to cope with the challenges that arise so as to try to come up with a conducive environment for my customers. Successful businesses are customer focused. They let their entire business evolve around their customers. It involves thinking on how one can sell what they want to create. Using creativity to avail what a customer wants. Finding means and ways of reaching large numbers of people. Not only majoring their marketing to only their nations but also reaching the entire world if possible. This is today made easier through the advancing technology in marketing (Armstrong and Sweeney, 1994). Operational marketing attracts and keeps customers by providing prompt services to them. They do this at the shortest time possible at the highest level of quality. They meet and exceed customer expectations in cost and time frame. They are incorporated in the marketing and advertisement so as to ensure its process remains of highest quality at the same time allows the company handle a large number of transactions as fast as possible. They act as the links between the business and the customers (Honeycutt et. Al., 1995). Practical aspects of marketing on film industry/culture sector. Several practical aspects of marketing on film industry/ culture sector have been realized in the past few years. This has led to the advancement and easiness in marketing as a whole. Just to mention few-: Digital marketing is a highly practical and advance level course for those who work in independent film festivals. Its main aim is to develop a network of digital marketing experts. To ensure the sector of the cultural cinema uses appropriately the potential of digital marketing to engage the audience. This has made marketing even faster (Jackson and Artola, 1997). Mapping of the creative industry has helped in the solving of the complex challenges faced in the past centuries. It solves the problem of polarization and inequality between nations. It avails strategies to unleash the creative potential of each and everyone to respond to the far reaching cultural, economic, technological and social shift that man is living through (Jeurissen and van, 1998). Job creation-: a majority of the developing and the industrialized countries have started programs for promoting the micro, small and medium enterprises at the courtesy of their job creation. This helps the youths and those without permanent jobs to be self employed hence reduction of the rate of unemployment. This has also led to the wide spread of the film industry. Remote areas can now access the industry through the various awareness being created in their vicinity (DCMS, 2001). Emergence of new industries-: the satisfaction of peoples thirst and demand of cultural products in social, cultural and technological changes has increased. This is due to the emergence of new industries. It has led to new forms of entertainment, distractions and inspiration. They include computer games, web designs among others (Hesmondhalgh, 2002). They have replaced older cultural industries. It has also brought a very positive gain on the youths. It helps in curbing the loitering and bad behaviors that may arise due to idleness. Film and screen studies helps in the development of critical understanding of film and screen theory. To criticize and appreciate the relationship between film, media and culture. To provide individual with the concrete weapon for understanding how culture and society is mediated. Through cinemas, television and electronic images. It helps people from different parts of the world to learn and appreciate each others cultural diversities. Through it, a large number of people can be reached easily and within a short time (Howkins, 2001). The above named practical aspects have eases marketing. They have solved most of the problems and challenges faced in marketing. They have reduced the cost, time and energy. Covering of vast areas. Reduction in the fear of under advertisement and marketing. Since most of the marketing can be done through radios and television. This enables a vast number of people to be reached at the same time within a short time (Lash, 1994). Impacts of development and changes in film industry/culture sector on job career As technology advances and work is made easier, several impacts are met on the way. The key target of most countries is to achieve a common strategic intent. Its main aim is to have companies, development and funding bodies work towards a common vision in the future. This may lead to most people’s career objectives being neutralized to one thing. Hence difficulty to come up with a common one that suits every individual .on the other hand, human relation theory has taken a different aspect. It responds to the failure and at the same time the limitations in marketing as a means of organizational control. All in al it offers an extension of scientific management in marketing. The traditional theory of international information flow is challenged by opposing the quantitative and qualitative result of the research. This has lead to most developing countries producing and exporting their own media materials. Promoting a boast to the marketing field (Landry et. al., 1995). On the other hand, art, culture and creativity can attract visitors. Improves a community competitive vigor. Hence creating a foundation for defining a sense of place. This eases marketing. Most people believe in what they see than what they hear (Lash, 1994). Boosting of employment through enterprises development has explored the promotion of cultural entrepreneurship. This has harnessed local talents, skills and heritage. This as a result has led to the boasting of income (Landry et. al., 1995). The use of links between national bodies has brought businesses and unions together. It ensures jobs are protected. Thereby enabling creative industry to flourish. New innovative online services has been launched. This increases fair competition in market places (Landry et. al., 1995). Ethical issues surrounding work in the cultural industries. Ethical issues also plays an important role in marketing. It is an approach that is rooted into our culture, value and our everyday work environment. Fundamentals like effective pricing, professional marketing research, sound marketing strategy among others is majorly concentrated on by business people in marketing sense. Cultural conflicts also have increased due to unethical behaviors of managers. This is according to the research. Behaviors like hiding information, bribery, selling defective goods knowingly, illegal campaign contribution has really hindered marketing sector. This lead to a draw back in the sector. It causes confusion to the customers. Genuine products are not really bought due to these frauds. It leads to most business people loosing morale. Customers are also not given their rights properly. Above all, there is a fluctuation in the market prices of various commodities. As a result profit lose for most of the business owners (DCMS, 2001). After critically examining the contribution of the above discussed issues in marketing. Corporate culture stands a great role in ethical decision making. It helps in examining its influence in business ethics. To asses the organizational structure and its relationship with the customers. Which helps in preventing dilemmas that may hinder the achievement of ones goals (DCMS, 2001). Conclusion Marketing is a very important element of business. But if one is not properly prepared and well equipped for it. It can turn out to be a night mare. Customers plays a major role in marketing. Good relationship with them should be mandatory for any business to succeed. One should include critical and creative thinking to satisfy his / her customers. For the betterment of their business. Managers should stick to the code of ethics. In addition, rules and regulations should be followed accordingly. For any success in any business, a conducive environment for both the workers and customers should be put into consideration. For without proper marketing, business is at stake. References Armstrong, R.W.andSweeney,J.1994,``Industry type, culture, mode of entry and perceptions of international marketing ethics problems: a cross-cultural comparison' ', Journal of Business Ethics, Vol. 13, pp. 775-85. DCMS. 2001, Creative Industries Mapping Document 2001 (2 ed.), London, UK: Department of Culture, Media and Sport, retrieved 2007-05-26 Hesmondhalgh, David 2002, The Cultural Industries, SAGE. Honeycutt, E., Siguaw, J. and Hunt, T.1995, ` `Business ethics and job-related constructs: a cross-cultural comparison of automotive salespeople' ', Journal of Business Ethics , Vol. 14, pp. 235-48. Howkins, John 2001, The Creative Economy: How People Make Money From Ideas, Penguin Jackson, T. and Artola, M., 1997, ` `Ethical beliefs and management behaviour: a cross-cultural comparison' ', Journal of Business Ethics, Vol. 16, pp. 1163-73. Jeurissen, R.J.M. and van Luijk, H.J.L. 1998, ``The ethical reputations of managers in nine EU- countries: a cross-referential survey' ', Journal of Business Ethics, Vol. 17, pp. 995-1005. Landry, Charles; Bianchini, Franco 1995, The Creative City, Demos Lash, S; Urry, J. 1994, Economies of Sign and Space, SAGE Read More