This website uses cookies to ensure you have the best experience. Learn more

Alternative Marketing Essay

2055 words - 9 pages

Article #1: What’s the Buzz about Buzz Marketing? – Buzzing: What is it?
“People are buzzing about buzzing,” says Barbara Kahn, a marketing professor. Buzz Marketing is simply the practice of gathering individuals to try a product and let them do the talking, in other words, the word-of-mouth used to tell experience. The idea is, when people see other people are using a certain product, the probability of that person going to buy is higher. Words-of-mouth is recently developed by companies. However, “Buzzing isn’t really new. The hype about these different kinds of buzz agents is what’s new,” says Kahn. Buzz marketing takes a few forms known as ‘influencers’ or ‘early ...view middle of the document...

), is the key success factor in order to benefit from the positive word-of-mouth. However, an original product without any added value can get a negative word-of-mouth. Therefore, originality has to come with other value in order to make buzz marketing a success. Consequently, a good buzz marketing campaign can only have a chance of succeeding if it combines both originality and attractiveness from the consumer’s perspective.

Article #3: Lifestyles and Decision Making
Markets has been divided into different segmentations by the marketers based on different categories. This is because by dividing them into those groups or segmentations, it is possible to study them while it is difficult to study the mass market's attributes. One of the important categories market has been divided based on is lifestyle. Lifestyle is basically the way of living. It emerges from different social influences. It is also derived from the individual's personal value system and personality. So, focusing on this segmentation category, it is important for marketer to study the way the consumers live and how they spend their money as well as how they make their purchasing decisions. For example, blue jeans may serve as inexpensive, functional clothing to bluecollar workers,but as fashionable, self-expressive apparel to upper-class members. Moreover, lifestyles are results of many influences such as culture, social class, reference group and family. People's opinions, interests and activities tell how consumers spend their time and many other things. When marketers understand this, these variables can help reduce risk in the decision-making process.
Perceived risk which is the anxieties felt because the buyer cannot predict the result of the purchase is and to reduce the perceived risk there are some strategies such as pre purchase information search and shifting to less impact of realization of objectives.
Article #4: The New Lifestyle Marketing
By stop focusing on innovative technology and features and start focusing on lifestyle and design and the popularized categories of brands helped people to understand how products or services could fit into their lives. This insight helped to bring the idea of “Lifestyle Marketing” to the fore in the late 80s and early 90s. At the beginning of lifestyle marketing, they advertised brands, the ideas was that these brands are suitable for what kind of lifestyles and what kind of lifestyle you could attain by buying those brands. However, after that, lifestyle marketing has changed to change the changing the brands in order to suite the lifestyles of the target market (brand changing its products and services to fit your life) not the other way round as it was before (asked you to change your lifestyle to accommodate the brand) . The clear example of new lifestyle marketing is technology area and the example of Happy Baby makes frozen organic baby meals, which are suitable for busy lifestyle people as well...

Other Papers Like Alternative Marketing

GM Case Analysis

608 words - 3 pages be held accountable for implementing and executing an attainable plan, moving ahead.DisadvantagesThis alternative is very risky because bringing in a new CEO may cause more uncertainty regarding the company and its future plans than if he were to continue as CEO.A second alternative in solving the woes of GM's strategic planning would be to make changes to the company's North American and European automobile marketing teams as well as increasing

Marketing Essay

2145 words - 9 pages society as a whole as it only advertises environmentally friendly products which gives consumers more interest to purchase these products instead of a less environmentally friendly alternative. Social marketing is needed as well as green marketing in order for sustainable marketing to be successful, as green marketing is unable to target the individual and their behaviour. However, when green marketing strategies combine with social marketing

Hospital Supply Inc. Case Analysis

2065 words - 9 pages Variable materials Variable labor Variable overhead Variable marketing Total Variable Costs Fixed Costs Fixed overhead Fixed marketing Total fixed costs Total Costs Before After 550 825 420 275 1650000 2475000 1260000 825000 $6,210,000 1925000 2887500 1470000 962500 $7,245,000 660 770 1980000 2310000 $4,290,000 $10,500,000 1980000 2310000 $4,290,000 $11,535,000 Alternative 1: Decrease Selling

Green Marketing

1175 words - 5 pages buy the products if companies do green marketing. For example, the products which are made of recycle materials can be more generally accepted by customers. Another example is that alternative energy sources such as solar power and wind power nowadays become more popular than before because more and more people aware of environmental issues. Nonetheless, there are many levels of green marketing and every company can use it in their own way. Some

Csc Project

1175 words - 5 pages Task: 1. Explain the five management orientations / alternative marketing concepts under which organisations design and carry out their marketing strategies– Product, Production, Selling, Marketing, Societal concepts. Use your own word for the explanation. Do not copy from lecture notes. 2. In each of the concept, list one company that is applying that one particular concept, and explain your reason. Means, you will have 5 different companies

Marketing Strategy

971 words - 4 pages Marketing strategies serve as the fundamental underpinning of marketing plans designed to fill market needs and reach marketing objectives.[2] Plans and objectives are generally tested for measurable results. Commonly, marketing strategies are developed as multi-year plans, with a tactical plan detailing specific actions to be accomplished in the current year. Time horizons covered by the marketing plan vary by company, by industry, and by

Opeartion Managemengt

2426 words - 10 pages . While the latter are essentially financial and quantitative techniques marketing audit has a much wider scope. For the major part, marketing audit is qualitative and strategic in character. Benefits of marketing Cost Analysis: * Helps control marketing costs and thereby helps augment savings and surpluses. * Helps identify costs of performing specific marketing functions/activities; throws up alternative ways of performing these functions

Latest World Events That Are Shaping Today’S Business World And The Importance Of Gathering Information Accurately:

564 words - 3 pages I will discuss this topic in regard of two journal articles that I read on El Nuevo Día newspaper website. The article’s names are “Nueva alternativa para la publicidad” (New Alternative for the Publicity) and llega con la Oferta del Día ( arrive with the day’s sale). I selected these two articles because both evidenced that marketing had driven an important part of it sales force to computerize systems, such as smartphones

Mr Rajbeer Singh

681 words - 3 pages Marketing strategy is a method of focusing an organization's energies and resources on a course of action which can lead to increased sales and dominance of a targeted market niche. A marketing strategy combines product development, promotion, distribution, pricing, relationship management and other elements; identifies the firm's marketing goals, and explains how they will be achieved, ideally within a stated timeframe. Marketing strategy

Marketing of the People

763 words - 4 pages enemy starts his offense. 12. What is guerrilla warfare attack strategy? Guerrilla Marketing is an advertising strategy that focuses on low-cost unconventional marketing tactics that yield maximum results. This alternative advertising style relies heavily on unconventional marketing strategy, high energy and imagination. Guerrilla Marketing is about taking the consumer by surprise, make an indelible impression and create copious amounts of

Dr in Mba

1048 words - 5 pages DEVELOPING A MARKETING PLAN: A Template for Analysis and Strategy This template is designed for the analysis and planning phases of global marketing strategy development. Students must conduct “real” research for completing a substantial and coherent marketing plan. First, you will develop a comprehensive customer, competitor, organizational and environmental analysis

Related Essays

Marketing Essay

1324 words - 6 pages . • The alternative approaches to communicating with markets within the context of developing and sustaining effective relationships with customers, suppliers, other publics and stakeholders. • The approach of organisations to the development of marketing plans and strategies. • Frankie Lim L1 Module Introduction & Concepts of Marketing Management L1-7 Presented by: Frankie Lim Frankie Lim L1 Module Introduction & Concepts of Marketing

Research Essay

1283 words - 6 pages awareness. This essay will provide the definition of marketing and explore why marketing is an important function within organisations; then it will describe the major marketing activities of an organisation. The core concept of marketing is communicating the value of a product or service to customers. There are many alternative definitions of marketing given by different experts. Virtually, each particular explanation of the marketing

Guerilla Marketing Essay

1037 words - 5 pages of tactics in the marketing industry. This alternative advertising style relies heavily on unconventional marketing strategy, high energy and imagination. Guerrilla marketing is about taking the consumer by surprise, make an indelible impression and create copious amounts of social buzz. Guerrilla marketing is said to make a far more valuable impression with consumers in comparison to more traditional forms of advertising and marketing. This is

Market Plan Essay

942 words - 4 pages Objectives and Strategies, 7) Forecast the Expected Results , 8) Create Alternative Plan , 9) Marketing Budget and 10) Implementation and Evaluation. The factors influencing consumer behavior Factors affecting behavior of consumers and commercial and organizational buyers are Cultural factors, Social factors, Personal factors and Psychological factors. Key Element of Marketing The key elements of marketing are 4Ps. Price