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NEHRU ARTS ANS SCIENCE COLLEGE
DEPARTMENT OF VISUAL COMMUNICATION
MARKETING COMMUNICATION
UNIT I
Market and Marketing: Meaning and Definition of Market – Classifications of marketsMarketing meaning, concepts – Marking mix – Marketing environment: Economic, Socio
cultural, technological, physical, legal factors – Marketing in economic development –
Green Marketing – Corporate Social Responsibility
UNIT II
Consumer Behaviour: Market segmentation, demographic, psychological usage,
geographic – Consumer buying behaviour: Traditional factors – Social, cultural and
situational environments – Consumer purchasing process: problem, hierarchy of needs,
recognition, information search, attitudes, values, cognitive mapping, alteration –
Purchase decision, post purchase evaluation.
UNIT III
Integrated Marketing Communication: IMC Components: Situation analysis, marketing
objectives, marketing budget, marketing strategies, marketing tactics, evaluation of
performance. IMC Plan: Integration tools, promotion tools, advertising tools, foundations
– Global integrated Marketing communication.
UNIT IV
Internet Marketing : Marketing function on internet – E – commerce, e-commerce
initiatives - buying behaviour – International e-commerce – IMC and the Internet –
Direct marketing on Internet – Internet design issues – International marketing study–
Global brands – Multinational campaigns – Regulation and ethical issues.
UNIT V
Evaluating an IMC programme : Message evaluation : Concept testing, copy testing,
recall test – Recognition tests – attitude and opinion tests – Persuasion analysis –
Evaluation criteria – Behavioral evaluation – Evaluating PR activities – Evaluating
overall IMC programmes
REFERENCES:
motion and
Marketing Communication: 2nd Edition. Prentice Hall. New Delhi.
& Co. Ltd.New Delhi.
Prakashan Publications. Meerut.
Thomson Business Information. Bangalore.
rketing Management. Vikas Publishing
House. New Delhi.
SECTION-B
DEFINITION OF MARKETING.
What is Marketing ?
It is a process by which
one identifies the needs and wants of the people.
one determines and creates a product/service to meet the needs
and wants. [PRODUCT]
one determines a way of taking the product/service to the market
place. [PLACE]
one determines the way of communicating the product to the
market place. [PROMOTIONS]
one determines the value for the product.[PRICE].
one determines the people, who have needs/ wants. [PEOPLE] and then creating a transaction
for exchanging the product for a value.and thus creating a satisfaction to the buyer's
needs/wants.
TERMS to understand.
1.Product/Service means a product or service or idea to satisfy
the people's needs / wants.
2.Needs mean when a person feels deprived of something.
3.Wants mean when a person's need is formed / shaped
by personality, culture, and knowledge.
4.Value means the benefits that the customer gains from
owning and using the product and the cost of the product.
5.Satisfaction means the extent to which a product's
perceived performance matches a buyer's expectation.
6.Exchange means the act of obtaining a needed/ wanted
object by offering something in return.
7.Transactions mean a trade off between a buyer / a seller
that involves an exchange at agreed conditions.
Marketing is based on identifying, anticipating and satisfying customer needs effectively and
profitably. It encompasses market research, pricing, promotion, distribution, customer care, your
brand image and much more.
What is the marketing environment?
The market environment is a marketing term and refers to all of the forces outside of marketing
that affect marketing management’s ability to build and maintain successful relationships with
target customers. The market environment consists of both the macroenvironment and
themicroenvironment.
The microenvironment refers to the forces that are close to the company and affect its ability to
serve its customers. It includes the company itself, its suppliers, marketing intermediaries,
customer markets, competitors, and publics.
The company aspect of microenvironment refers to the internal environment of the company.
This includes all departments, such as management, finance, research and
development, purchasing, operations and accounting. Each of these departments has an impact
on marketing decisions. For example, research and development have input as to the features a
product can perform and accounting approves the financial side of marketing plans and budgets.
The suppliers of a company are also an important aspect of the microenvironment because even
the slightest delay in receiving supplies can result in customer dissatisfaction. Marketing
managers must watch supply availability and other trends dealing with suppliers to ensure that
product will be delivered to customers in the time frame required in order to maintain a strong
customer relationship.
Marketing intermediaries refers to resellers, physical distribution firms, marketing services
agencies, and financial intermediaries. These are the people that help the company promote, sell,
and distribute its products to final buyers. Resellers are those that hold and sell the company’s
product. They match the distribution to the customers and include places such as Wal-Mart,
Target, and Best Buy. Physical distribution firms are places such as warehouses that store and
transport the company’s product from its origin to its destination. Marketing services agencies
are companies that offer services such as conducting marketing research, advertising, and
consulting. Financial intermediaries are institutions such as banks, credit companies
and insurance companies.
Another aspect of microenvironment is the customers. There are different types of customer
markets including consumer markets, business markets, government markets, international
markets, and reseller markets. The consumer market is made up of individuals who buy goods
and services for their own personal use or use in their household. Business markets include those
that buy goods and services for use in producing their own products to sell. This is different from
the reseller market which includes businesses that purchase goods to resell as is for a profit.
These are the same companies mentioned as market intermediaries. The government market
consists of government agencies that buy goods to produce public services or transfer goods to
others who need them. International markets include buyers in other countries and includes
customers from the previous categories.
Competitors are also a factor in the microenvironment and include companies with similar
offerings for goods and services. To remain competitive a company must consider who their
biggest competitors are while considering its own size and position in the industry. The company
should develop a strategic advantage over their competitors.
The final aspect of the microenvironment is publics, which is any group that has an interest in or
impact on the organization’s ability to meet its goals. For example, financial publics can hinder a
company’s ability to obtain funds affecting the level of credit a company has. Media publics
include newspapers and magazines that can publish articles of interest regarding the company
and editorials that may influence customers’ opinions. Government publics can affect the
company by passing legislation and laws that put restrictions on the company’s actions. Citizenaction publics include environmental groups and minority groups and can question the actions of
a company and put them in the public spotlight. Local publics are neighborhood and community
organizations and will also question a company’s impact on the local area and the level of
responsibility of their actions. The general public can greatly affect the company as any change
in their attitude, whether positive or negative, can cause sales to go up or down because the
general public is often the company’s customer base. And finallythose who are employed within
the company and deal with the organization and construction of the company’s product.
The macroenvironment refers to all forces that are part of the larger society and affect the
microenvironment. It includes concepts such as demography, economy, natural forces,
technology, politics, and culture.
Demography refers to studying human populations in terms of size, density, location, age,
gender, race, and occupation. This is a very important factor to study for marketers and helps to
divide the population into market segments and target markets. An example of demography is
classifying groups of people according to the year they were born. These classifications can be
referred to as baby boomers, who are born between 1946 and 1964, generation X, who are born
between 1965 and 1976, and generation Y, who are born between 1977 and 1994. Each
classification has different characteristics and causes they find important. This can be beneficial
to a marketer as they can decide who their product would benefit most and tailor their marketing
plan to attract that segment. Demography covers many aspects that are important to marketers
including family dynamics, geographic shifts, work force changes, and levels of diversity in any
given area.
Another aspect of the macroenvironment is the economic environment. This refers to
the purchasing power of potential customers and the ways in which people spend their money.
Within this area are two different economies, subsistence and industrialized. Subsistence
economies are based more in agriculture and consume their own industrial output. Industrial
economies have markets that are diverse and carry many different types of goods. Each is
important to the marketer because each has a highly different spending pattern as well as
different distribution of wealth.
The natural environment is another important factor of the macroenvironment. This includes the
natural resources that a company uses as inputs and affects their marketing activities. The
concern in this area is the increased pollution, shortages of raw materials and increased
governmental intervention. As raw materials become increasingly scarcer, the ability to create a
company’s product gets much harder. Also, pollution can go as far as negatively affecting a
company’s reputation if they are known for damaging the environment. The last
concern,government intervention can make it increasingly harder for a company to fulfill their
goals as requirements get more stringent.
The technological environment is perhaps one of the fastest changing factors in the
macroenvironment. This includes all developments from antibiotics and surgery to nuclear
missiles and chemical weapons to automobiles and credit cards. As these markets develop it can
create new markets and new uses for products. It also requires a company to stay ahead of others
and update their own technology as it becomes outdated. They must stay informed of trends so
they can be part of the next big thing, rather than becoming outdated and suffering the
consequences financially.
The political environment includes all laws, government agencies, and groups that influence or
limit other organizations and individuals within a society. It is important for marketers to be
aware of these restrictions as they can be complex. Some products are regulated by both state
and federal laws. There are even restrictions for some products as to who the target market may
be, for example, cigarettes should not be marketed to younger children. There are also many
restrictions on subliminal messages and monopolies. As laws and regulations change often, this
is a very important aspect for a marketer to monitor.
The final aspect of the macroenvironment is the cultural environment, which consists of
institutions and basic values and beliefs of a group of people. The values can also be further
categorized into core beliefs, which passed on from generation to generation and very difficult to
change, and secondary beliefs, which tend to be easier to influence. As a marketer, it is important
to know the difference between the two and to focus your marketing campaign to reflect the
values of a target audience.
When dealing with the marketing environment it is important for a company to become
proactive. By doing so, they can create the kind of environment that they will prosper in and can
become more efficient by marketing in areas with the greatest customer potential. It is important
to place equal emphasis on both the macro and microenvironment and to react accordingly to
changes within them
Economic development
Economic development is the increase in the standard of living in a nation's population with
sustained growth from a simple, low-income economy to a modern, high-income
economy.[1][2] Also, if the local quality of life could be improved, economic development would
be enhanced. [3] Its scope includes the process and policies by which a nation improves the
economic, political, and social well-being of its people.[4]
Gonçalo L Fonsesca at the New School for Social Research defines economic development as
"the analysis of the economic development of nations."[5]
The University of Iowa's Center for International Finance and Development states that:
"'Economic development' is a term that economists, politicians, and others have used frequently
in the 20th century. The concept, however, has been in existence in the West for centuries.
Modernization, Westernization, and especially Industrialization are other terms people have used
when discussing economic development. Although no one is sure when the concept originated,
most people agree that development is closely bound up with the evolution of capitalism and the
demise of feudalism."[6]
The study of economic development by social scientists encompasses theories of the causes of
industrial-economic modernization, plus organizational and related aspects of enterprise
development in modern societies. It embraces sociological research on business organization and
enterprise development from a historical and comparative perspective; specific processes of the
evolution (growth, modernization) of markets and management-employee relations; and
culturally related cross-national similarities and differences in patterns of industrial organization
in contemporary Western societies. On the subject of the nature and causes of the considerable
variations that exist in levels of industrial-economic growth and performance internationally, it
seeks answers to such questions as: "Why are levels of direct foreign investment and labour
productivity significantly higher in some countries than in others?"[7]
Mansell and Wehn state that development has been understood since the second World War to
involve economic growth, increases in per capita income, and attainment of a standard of living
equivalent to that of industrialized countries.[8][9]
Economy Development can also be considered as a static theory that documents the state of
economy at a certain time. According to Schumpeter (2003)[10] the changes in this equilibrium
state to document in economic theory can only be caused by intervening factors coming from the
outside
Green marketing
According to the American Marketing Association, green marketing is the marketing of
products that are presumed to be environmentally safe.[1] Thus green marketing incorporates a
broad range of activities, including product modification, changes to the production process,
packaging changes, as well as modifying advertising. Yet defining green marketing is not a
simple task where several meanings intersect and contradict each other; an example of this will
be the existence of varying social, environmental and retail definitions attached to this
term.[1] Other similar terms used are Environmental Marketing and Ecological Marketing.
The legal implications of marketing claims call for caution. Misleading or overstated claims can
lead to regulatory or civil challenges. In the USA, the Federal Trade Commission provides some
guidance on environmental marketing claims.[2]
Corporate social responsibility
Corporate social responsibility (CSR), also known as corporate responsibility, corporate
conscience, corporate citizenship,responsible business, sustainable responsible
business (SRB), or corporate social performance,[1] is a form of corporate selfregulation integrated into a business model. Ideally, CSR policy would function as a built-in,
self-regulating mechanism whereby business would monitor and ensure its support to law,
ethical standards, and international norms. Consequently, business would embrace responsibility
for the impact of its activities on the environment, consumers, employees,
communities, stakeholders and all other members of the public sphere. Furthermore, CSRfocused businesses would proactively promote the public interest by encouraging community
growth and development, and voluntarily eliminating practices that harm the public sphere,
regardless of legality. Essentially, CSR is the deliberate inclusion of public interest into
corporate decision-making, and the honoring of a triple bottom line: people, planet, profit.
The practice of CSR is much debated and criticized. Proponents argue that there is a strong
business case for CSR, in that corporations benefit in multiple ways by operating with a
perspective broader and longer than their own immediate, short-term profits. Critics argue that
CSR distracts from the fundamental economic role of businesses; others argue that it is nothing
more than superficial window-dressing; yet others argue that it is an attempt to pre-empt the role
of governments as a watchdog over powerful multinational corporations. Corporate Social
Responsibility has been redefined throughout the years. However, it essentially is titled to aid an
organization's mission as well as a guide to what the company stands for and will uphold to its
consumers.
Development business ethics is one of the forms of applied ethics that examines ethical
principles and moral or ethical problems that can arise in a business environment.
In the increasingly conscience-focused marketplaces of the 21st century, the demand for
more ethical business processes and actions (known as ethicism) is increasing. Simultaneously,
pressure is applied on industry to improve business ethics through new public initiatives and
laws (e.g. higher UK road tax for higher-emission vehicles).
Business ethics can be both a normative and a descriptive discipline. As a corporate practice and
a career specialization, the field is primarily normative. In academia, descriptive approaches are
also taken. The range and quantity of business ethical issues reflects the degree to which business
is perceived to be at odds with non-economic social values. Historically, interest in business
ethics accelerated dramatically during the 1980s and 1990s, both within major corporations and
within academia. For example, today most major corporate websites lay emphasis on
commitment to promoting non-economic social values under a variety of headings (e.g. ethics
codes, social responsibility charters). In some cases, corporations have re-branded their core
values in the light of business ethical considerations (e.g.BP's "beyond petroleum" environmental
tilt).
The term "CSR" came in to common use in the early 1970s, after many multinational
corporations formed, although it was seldom abbreviated. The term stakeholder, meaning those
on whom an organization's activities have an impact, was used to describe corporate owners
beyond shareholders as a result of an influential book by R Freeman in 1984.[2]
ISO 26000 is the recognized international standard for CSR (currently a Draft International
Standard). Public sector organizations (the United Nations for example) adhere to the triple
bottom line (TBL). It is widely accepted that CSR adheres to similar principles but with no
formal act of legislation. The UN has developed the Principles for Responsible Investment as
guidelines for investing entities.
Marketing mix
The term "marketing mix" was coined in 1953 by Neil Borden in his American Marketing
Association presidential address. However this was actually a reformulation of an earlier idea by
his associate, James Culliton, who in 1948 described the role of the marketing manager as a
"mixer of ingredients", who sometimes follows recipes prepared by others, sometimes prepares
his own recipe as he goes along, sometimes adapts a recipe from immediately available
ingredients, and at other times invents new ingredients no one else has tried.[1] A prominent
marketer, E. Jerome McCarthy, proposed a Four P classification in 1960, which has seen wide
use. The Four P's concept is explained in most marketing textbooks and classes.
UNIT II
Consumer behaviour
Consumer behaviour is the study of when, why, how, and where people do or do not buy
a product. It blends elements from psychology,sociology, social anthropology and economics. It
attempts to understand the buyer decision making process, both individually and in groups. It
studies characteristics of individual consumers such as demographics and behavioural variables
in an attempt to understand people's wants. It also tries to assess influences on
the consumer from groups such as family, friends, reference groups, and society in general.
Customer behaviour study is based on consumer buying behaviour, with the customer playing
the three distinct roles of user, payer and buyer. Relationship marketing is an influential asset for
customer behaviour analysis as it has a keen interest in the re-discovery of the true meaning of
marketing through the re-affirmation of the importance of the customer or buyer. A greater
importance is also placed on consumer retention, customer relationship management,
personalisation, customisation and one-to-one marketing. Social functions can be categorized
into social choice and welfare functions.
Each method for vote counting is assumed as social function but if Arrow’s possibility theorem
is used for a social function, social welfare function is achieved. Some specifications of the
social functions are decisiveness, neutrality, anonymity, monotonicity, unanimity, homogeneity
and weak and strong Pareto optimality. No social choice function meets these requirements in an
ordinal scale simultaneously. The most important characteristic of a social function is
identification of the interactive effect of alternatives and creating a logical relation with the
ranks. Marketing provides services in order to satisfy customers. With that in mind, the
productive system is considered from its beginning at the production level, to the end of the
cycle, the consumer
Market segmentation
Market segmentation is a concept in economics and marketing. A market segment is a sub-set
of a market made up of people or organizations with one or more characteristics that cause them
to demand similar product and/or services based on qualities of those products such as price or
function. A true market segment meets all of the following criteria: it is distinct from other
segments (different segments have different needs), it is homogeneous within the segment
(exhibits common needs); it responds similarly to a market stimulus, and it can be reached by a
market intervention. The term is also used when consumers with identical product and/or service
needs are divided up into groups so they can be charged different amounts. These can broadly be
viewed as 'positive' and 'negative' applications of the same idea, splitting up the market into
smaller groups.
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
Examples:
Gender
Price
Interests
While there may be theoretically 'ideal' market segments, in reality every organization engaged
in a market will develop different ways of imagining market segments, and create Product
differentiation strategies to exploit these segments. The market segmentation and corresponding
product differentiation strategy can give a firm a temporary commercial advantage.
"Positive" market segmentation
Market segmenting is dividing the market into groups of individual markets with similar wants
or needs that a company divides the market into distinct groups who have distinct needs, wants,
behavior or who might want different products & services. Broadly, markets can be divided
according to a number of general criteria, such as by industry or public versus private
although industrial market segmentation is quite different from consumer market segmentation,
both have similar objectives. All of these methods of segmentation are merely proxies for true
segments, which don't always fit into convenient demographic boundaries.
Consumer-based market segmentation can be performed on a product specific basis, to provide a
close match between specific products and individuals. However, a number of generic market
segment systems also exist, e.g. the system provides a broad segmentation of the population of
the United States based on the statistical analysis of household and geodemographic data.
The process of segmentation is distinct from positioning (designing an appropriate marketing
mix for each segment). The overall intent is to identify groups of similar customers and potential
customers; to prioritize the groups to address; to understand their behavior; and to respond with
appropriate marketing strategies that satisfy the different preferences of each chosen segment.
Revenues are thus improved.
Improved segmentation can lead to significantly improved marketing effectiveness. Distinct
segments can have different industry structures and thus have higher or lower attractiveness
Demographics
Demographics or demographic data are the characteristics of a human population as used in
government, marketing or opinion research, or the demographic profiles used in such research.
Note the distinction from the term "demography" (see below.) Commonly used demographics
include gender, race, age, income, disabilities, mobility (in terms of travel time to work or
number of vehicles available), educational attainment, home ownership, employment status, and
even location. Distributions of values within a demographic variable, and across households, are
both of interest, as well as trends over time. Demographics are frequently used
in economic andmarketing research. Another form of demographics is post-demographics,
originally a way to study the data retrieved from social networking sites, but also very applicable
to integrate with marketing theories. It is important to distinguish between demographics
and psychographics.
Demographic trends describe the changes in demographics in a population over time. For
example, the average age of a population may increase over time. It may decrease as well.
Certain restrictions may be set in place changing those numbers. For instance in China with the
one child policy.[clarification needed][citation needed]
The term demographics as a noun is often used erroneously in place of demography, the study of
human population, its structure and change. Although there is no absolute delineation,
demography focuses on population structure, processes and dynamics, whereas demographics is
most often used in the fields of media studies, advertising, marketing, and polling, and should
not be used interchangeably with the term "demography" or (more broadly) "population studies
Psychological categorization
In the past, many activities and fantasies related to BDSM were generally attributed to sadism or
masochism and were regarded by psychiatrists as an illness. Following the International
Classification of Diseases (ICD-10) sadomasochism is categorized a "Disorder of sexual
preference" (F65.5) and described as follows: "A preference for sexual activity which involves
the infliction of pain or humiliation, or bondage. If the subject prefers to be the recipient of such
stimulation this is called masochism; if the provider, sadism. Often an individual obtains sexual
excitement from both sadistic and masochistic activities."[66]
With the publication of the Diagnostic and Statistical Manual of Mental Disorders (DSM-IV) in
1994 new criteria of diagnosis were available describing BDSM clearly not as disorders of
sexual preferences. They are now not regarded as illnesses in and of themselves. The DSM-IV
asserts that "The fantasies, sexual urges, or behaviors" must "cause clinically significant distress
or impairment in social, occupational, or other important areas of functioning" in order for
sexual sadism or masochism to be considered a disorder. The manuals' latest edition (DSM-IVTR) requires that the activity must be the sole means of sexual gratification for a period of six (6)
months, and either cause "clinically significant distress or impairment in social, occupational, or
other important areas of functioning" or involve a violation of "Consent" to be diagnosed as a
paraphilia.[67] Overlays of sexual preference disorders and the practice of BDSM practices can
occur, however.
In Europe, an organization called ReviseF65 has worked towards this purpose in the
International Classification of Diseases (ICD-10).[68] In 1995, Denmark became the
first European Union country to have completely removed sadomasochism from its national
classification of diseases. This was followed by Sweden in 2009 and Norway in
2010.[69][70] Recent surveys[which?] on the spread of BDSM fantasies and practices show strong
variations in the range of their results. Nevertheless it can be stated that the vast majority of the
researchers assume 5 to 25 percent of the population showing sexual behavior related to joyfully
experienced pain or dominance and submission. The population with related fantasies is
considered even higher.[71]
There are only a few studies researching the psychological aspects of BDSM using modern
scientific standards. A pivotal survey on the subject was published by US-American
psychotherapist Charles Moser in 1988 in the Journal of Social Work and Human
Sexuality.[47] His conclusion was that while there is a general lack of data on the psychological
problems of BDSM practitioners, some fundamental results are obvious. He emphasizes that
there is no evidence for the theory that BDSM has common symptoms or any common
psychopathology; Clinical literature, though does not give a consistent picture of BDSM
practitioners. Moser emphasizes that there is no evidence at all supporting the theory of BDSM
practitioners having any special psychiatric problems or even problems based solely on their
preferences.
Moser's results were supported by data presented to the 2007 World Congress of Sexology by
Juliet Richters, Richard De Visser, Andrew Grulich, and Christropher Rissel. The researchers
found that BDSM practitioners were no more likely to have experienced sexual assault than the
control group, and were not more likely to feel unhappy or anxious. The BDSM males reported
higher levels of psychological well-being than the controls. It was concluded that "BDSM is
simply a sexual interest attractive to a minority, not a pathological symptom of past abuse or
difficulty with normal sex."[72]
Problems do sometimes occur in the area of self classification by the person concerned. During
the phase of the "coming-out", self questioning related to one's own "normality" is quite
common. According to Moser, the discovery of BDSM preferences can result in fear of the
current non-BDSM relationship's destruction. This, combined with the fear of discrimination in
everyday life, leads in some cases to a double life which can be highly burdensome. At the same
time, the denial of BDSM preferences can induce stress and dissatisfaction with one's own
"vanilla"-lifestyle, feeding the apprehension of finding no partner. Moser states that BDSM
practitioners having problems finding BDSM partners would probably have problems in finding
a non-BDSM partner as well. The wish to remove BDSM preferences is another possible reason
for psychological problems since it is not possible in most cases. Finally, the scientist states that
BDSM practitioners seldom commit violent crimes. From his point of view, crimes of BDSM
practitioners usually have no connection with the BDSM components existing in their life.
Moser's study comes to the conclusion that there is no scientific evidence, which could give
reason to refuse members of this group work- or safety certificates, adoption possibilities,
custody or other social rights or privileges. The Swiss psychoanalyst Fritz Morgenthaler shares a
similar perspective in his book, Homosexuality, Heterosexuality, Perversion (1988). He states
that possible problems result not necessarily from the non-normative behavior, but in most cases
primarily from the real or feared reactions of the social environment towards the own
preferences.[73] In 1940 psychoanalyst Theodor Reik reached implicitly the same conclusion in
his standard work Aus Leiden Freuden. Masochismus und Gesellschaft
Cultural
Origin and definition
The expression cultural jet lag (or cultural jetlag) was first coined by Marc Perraud during his
research into cross-cultural psychology.[1] He describes the expression as the phenomenon of
partial socialization in adults born from bi-cultural/national unions and whose childhood was
characterized by nomadic displacement during key personality developmental
stages. Jet symbolically designates international travel as the cause, cultural lag the resulting
disconnect observed in these patients.
Originally the author used the expressions social jet lag and cultural jet lag interchangeably,
however the expression social jet lag has since more widely become associated with an
unrelated delayed sleep phase syndrome and cultural jet lag has therefore become the
conventional term. Cultural jet lag is sometimes just referred to by its initials: CJL. During some
of the presentations of his research, Marc Perraud also coined the term cultural schizophrenia to
explain the elements of confusion in children constantly exposed to changing cultural and moral
environments. This expression is to be seen only as an attempt at vulgarization using popular
imagery and does not refer to the actual accepted psychological definition, diagnosis or
symptoms of clinical schizophrenia.
Incidentally, the expression cultural jet lag was also used in the 1980s as a title for a comic
strip [1], that focused on providing social commentary in the United States (featured in
the Humor Times). This title reflects the notions of distance between the author and the subject
of his cultural satire but does not reflect the literal and total connotations of the definition cited
prior
Purchasing
7.4.1 Purchasing process
(Company Name) ensures that purchased product conforms to specified purchase requirements.
The type and extent of control applied to the supplier and the purchased product is dependent
upon the effect of the purchased product on subsequent product realization or the final product.
Supporting Documentation
QOP-74-01 Purchasing
7.4.2 Purchasing Information
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Purchasing information describes the product to be purchased, including where appropriate
requirements for approval of product, procedures, processes and equipment,
requirements for qualification of personnel, and
quality management system requirements.
(Company Name) ensures the adequacy of specified purchase requirements prior to their
communication to the supplier.
Supporting Documentation
QOP-74-01 Purchasing
hierarchy of needs
Maslow's hierarchy of needs is a theory in psychology, proposed by Abraham Maslow in his
1943 paper A Theory of Human Motivation.[2] Maslow subsequently extended the idea to include
his observations of humans' innate curiosity. His theories parallel many other theories of
human developmental psychology, all of which focus on describing the stages of growth in
humans.
Maslow studied what he called exemplary people such as Albert Einstein, Jane Addams, Eleanor
Roosevelt, and Frederick Douglass rather than mentally ill orneurotic people, writing that "the
study of crippled, stunted, immature, and unhealthy specimens can yield only a cripple
psychology and a cripple philosophy."[3] Maslow studied the healthiest 1% of the college student
population.[4]
Maslow's theory was fully expressed in his 1954 book Motivation and Personality
Maslow's hierarchy of needs is often portrayed in the shape of a pyramid, with the largest and
most fundamental levels of needs at the bottom, and the need for self-actualization at the top.[1][6]
The most fundamental and basic four layers of the pyramid contain what Maslow called
"deficiency needs" or "d-needs": esteem , friendship and love, security, and physical needs. With
the exception of the most fundamental (physiological) needs, if these "deficiency needs" are not
met, the body gives no physical indication but the individual feels anxious and tense. Maslow's
theory suggests that the most basic level of needs must be met before the individual will strongly
desire (or focus motivation upon) the secondary or higher level needs. Maslow also coined the
term Metamotivation to describe the motivation of people who go beyond the scope of the basic
needs and strive for constant betterment.[7] Metamotivated people are driven by B-needs (Being
Needs), instead of deficiency needs (D-Needs).
Information Search Process
The Information Search Process (ISP) is a six-stage process of information seeking
behavior in Library and Information Science. The ISP was first suggested by Carol Kuhlthau in
1991.
Stages
Stage 1: Initiation
During the first stage, initiation, the information seeker recognizes the need for new information
to complete an assignment.[1] As they think more about the topic, they may discuss the topic with
others and brainstorm the topic further.[2] This stage of the information seeking process is filled
with feelings of apprehension and uncertainty.
Stage 2: Selection
In the second stage, selection, the individual begins to decide what topic will be investigated and
how to proceed.[1] Some information retrieval may occur at this point. The uncertainty associated
with the first stage often fades with the selection of a topic, and is replaced with a sense of
optimism.
Stage 3: Exploration
In the third stage, exploration, information on the topic is gathered and a new personal
knowledge is created.[3] Students endeavor to locate new information and situate it within their
previous understanding of the topic.[1] In this stage, feelings of anxiety may return if the
information seeker finds inconsistent or incompatible information.
Stage 4: Formulation
During the fourth stage, formulation, the information seeker starts to evaluate the information
that has been gathered. At this point, a focused perspective begins to form and there is not as
much confusion and uncertainty as in earlier stages.[3] Formulation is considered to be the most
important stage of the process.[2] The information seeker will here formulate a personalized
construction of the topic from the general information gathered in the exploration phase.[1]
Stage 5: Collection
During the fifth stage, collection, the information seeker knows what is needed to support the
focus. Now presented with a clearly focused, personalized topic, the information seeker will
experience greater interest, increased confidence, and more successful searching.[1][4]
Stage 6: Search Closure
In the sixth and final stage, search closure, the individual has completed the information search.
Now the information seeker will summarize and report on the information that was found
through the process. The information seeker will experience a sense of relief and, depending on
the fruits of their search, either satisfaction or disappointmen
Marketing
Marketing is the process by which companies create customer interest in goods or services. It
generates the strategy that underlies sales techniques, business communication, and business
developments.[1] It is an integrated process through which companies build strongcustomer
relationships and creates value for their customers and for themselves.[1]
Marketing is used to identify the customer, to satisfy the customer, and to keep the customer.
With the customer as the focus of its activities, it can be concluded that marketing
management is one of the major components of business management. Marketing evolved to
meet the stasis in developing new markets caused by mature markets and overcapacities in the
last 2-3 centuries.[citation needed] The adoption of marketing strategies requires businesses to shift
their focus from production to the perceived needs and wants of their customers as the means of
staying profitable.[citation needed]
The term marketing concept holds that achieving organizational goals depends on knowing the
needs and wants of target markets and delivering the desired satisfactions.[2] It proposes that in
order to satisfy its organizational objectives, an organization should anticipate the needs and
wants of consumers and satisfy these more effectively than competitors
Purchasing
Purchasing refers to a business or organization attempting for acquiring goods or services to
accomplish the goals of the enterprise. Though there are several organizations that attempt to set
standards in the purchasing process, processes can vary greatly between organizations. Typically
the word “purchasing” is not used interchangeably with the word “procurement”, since
procurement typically includes Expediting, Supplier Quality, and Traffic and Logistics (T&L) in
addition to Purchasing
Purchasing managers/directors, and procurement managers/directors guide the organization’s
acquisition procedures and standards. Most organizations use a three-way check as the
foundation of their purchasing programs. This involves three departments in the organization
completing separate parts of the acquisition process. The three departments do not all report to
the same senior manager to prevent unethical practices and lend credibility to the process. These
departments can be purchasing, receiving; and accounts payable or engineering, purchasing and
accounts payable; or a plant manager, purchasing and accounts payable. Combinations can vary
significantly, but a purchasing department and accounts payable are usually two of the three
departments involved.
When the receiving department is not involved, it's typically called a two-way check or two-way
purchase order. In this situation, the purchasing department issues the purchase order receipt not
required. When an invoice arrives against the order, the accounts payable department will then
go directly to the requestor of the purchase order to verify that the goods or services were
received. This is typically what is done for goods and services that will bypass the receiving
department. A few examples are software delivered electronically, NRE work (non reoccuring
engineering services), consulting hours, etc...
Historically, the purchasing department issued Purchase Orders for supplies, services,
equipment, and raw materials. Then, in an effort to decrease the administrative costs associated
with the repetitive ordering of basic consumable items, "Blanket" or "Master" Agreements were
put into place. These types of agreements typically have a longer duration and increased scope to
maximize the Quantities of Scale concept. When additional supplies are required, a simple
release would be issued to the supplier to provide the goods or services.
Another method of decreasing administrative costs associated with repetitive contracts for
common material, is the use of company credit cards, also known as "Purchasing Cards" or
simply "P-Cards". P-card programs vary, but all of them have internal checks and audits to
ensure appropriate use. Purchasing managers realized once contracts for the low dollar value
consumables are in place, procurement can take a smaller role in the operation and use of the
contracts. There is still oversight in the forms of audits and monthly statement reviews, but most
of their time is now available to negotiate major purchases and setting up of other long term
contracts. These contracts are typically renewable annually.
This trend away from the daily procurement function (tactical purchasing) resulted in several
changes in the industry. The first was the reduction of personnel. Purchasing departments were
now smaller. There was no need for the army of clerks processing orders for individual parts as
in the past. Another change was the focus on negotiating contracts and procurement of large
capital equipment. Both of these functions permitted purchasing departments to make the
biggest financial contribution to the organization. A new terms and job title emerged – Strategic
sourcing and Sourcing Managers. These professionals not only focused on the bidding process
and negotiating with suppliers, but the entire supply function. In these roles they were able to add
value and maximize savings for organizations. This value was manifested in lower inventories,
less personnel, and getting the end product to the organization’s consumer quicker. Purchasing
manager’s success in these roles resulted in new assignments outside to the traditional
purchasing function – logistics, materials management, distribution, and warehousing. More and
more purchasing managers were becoming Supply Chain Managers handling additional
functions of their organizations operation. Purchasing managers were not the only ones to
become Supply Chain Managers. Logistic managers, material managers, distribution managers,
etc all rose the broader function and some had responsibility for the purchasing functions now.
In accounting, purchases is the amount of goods a company bought throughout this year. it is
also refers to information as to the kind ,quality,quantity and cost of goods bought that should be
maintained. They are added to inventory. Purchases are offset by Purchase
Discounts and Purchase Returns and Allowances. When it should be added depends on the Free
On Board (FOB) policy of the trade. For the purchaser, this new inventory is added on shipment
if the policy was FOB shipping point, and the seller remove this item from its inventory. On the
other hand, the purchaser added this inventory on receipt if the policy was FOB destination, and
the seller remove this item from its inventory when it was delivered.
Goods bought for the purpose other than direct selling, such as for Research and Development,
are added to inventory and allocated to Research and Development expense as they are used. On
a side note, equipments bought for Research and Development are not added to inventory, but
are capitalized as assets...
UNIT III
Integrated marketing communications
Integrated Marketing Communications (IMC) is the coordination and integration of all marketing
communication tools, avenues, functions and sources within a company into a seamless program
that maximizes the impact on consumers and other end users at a minimal cost
Marketing mix component
Marketing efforts incorporate the "marketing mix". Promotion is one element of marketing mix.
Promotional activities include advertising (by using different media), sales promotion (sales and
trades promotion), and personal selling activities. It also includes internet marketing, sponsorship
marketing, direct marketing, database marketing and public relations. Integration of all these
promotional tools, along with other components of marketing mix, is a way to gain an edge over
a competitor.
The starting point of the IMC process is the marketing mix that includes different types of
marketing, advertising, and sales efforts. Without a complete IMC plan there is no integration or
harmony among client and customers. The goal of an organization is to create and maintain
communication throughout its own employees and throughout its customers.
To achieve such goals a marketing plan is created which consists on the following steps:[2]
1. Situation analysis
2. Marketing objectives
3. Marketing budget
4. Marketing strategies
5. Marketing tactics
6. Evaluation of performance.
Integrated marketing communications aims to ensure consistency of message and the
complementary use of media. The concept includes online and offline marketing channels.
Online marketing channels include any e-marketing campaigns or programs, from search engine
optimization (SEO), pay-per-click, affiliate, email, banner to latest web related channels for
webinar, blog, micro-blogging, RSS, podcast, Internet Radio and Internet TV. Offline marketing
channels are traditional print (newspaper, magazine), mail order, public relations, industry
relations, billboard, traditional radio, and television. A company develops its integrated
marketing communication programme using all the elements of the marketing mix (product,
price, place, and promotion).
Using outside-in thinking, Integrated Marketing Communications is a data-driven approach that
focuses on identifying consumer insights and developing a strategy with the right (online and
offline combination) channels to forge a stronger brand-consumer relationship. This involves
knowing the right touch points to use to reach consumers and understanding how and where they
consume different types of media. Regression analysis and customer lifetime value are key data
elements in this approach
Importance of IMC
1.
2.
3.
4.
5.
Several shifts in the advertising and media industry have caused IMC to develop into a primary
strategy for marketers:
From media advertising to multiple forms of communication.
From mass media to more specialized (niche) media, which are centered around specific target
audiences.
From a manufacturer-dominated market to a retailer-dominated, consumer-controlled market.
From general-focus advertising and marketing to data-based marketing.
From low agency accountability to greater agency accountability, particularly in advertising.
6. From traditional compensation to performance-based compensation (increased sales or benefits
to the company).
7. From limited Internet access to 24/7 Internet availability and access to goods and services
Component business model
Component Business Model (CBM) is a technique developed by IBM to model and analyze an
enterprise. It is a logical representation or map of business components or "building blocks" and
can be depicted on a single page. It can be used to analyze the alignment of enterprise strategy
with the organization's capabilities and investments, identify redundant or overlapping business
capabilities, analyze sourcing options for the different components (buy or build), prioritizing
transformation options and can be used to create a unified roadmap after mergers or acquisitions.
The model is organized as business competencies along columns and "operational levels" along
rows. Business competencies are defined as large business areas with characteristic skills and
competencies. The three operational levels are "Direct", "Control" and "Execute" - they separate
strategic decisions (Direct), management checks (Control), and business actions (Execute) on
business competencies
Situation analysis



Situation analysis is a marketing term, and involves evaluating the situation and trends in a
particular company's market. Situation analysis is often called the "three c's", which refers to the
three major elements that must be studied:
Customers
Costs
Competition
The number of "c's" is sometimes extended to four, five, or even six, with "Collaboration",
"Company", and "Competitive advantage"
Direct marketing
Direct marketing is a form of advertising that reaches its audience without using traditional
formal channels of advertising, such as TV, newspapers or radio. Businesses communicate
straight to the consumer with advertising techniques such as fliers, catalogue distribution,
promotional letters, and street advertising.
Direct Advertising is a sub-discipline and type of marketing. There are two main definitional
characteristics which distinguish it from other types of marketing. The first is that it sends its
message directly to consumers, without the use of intervening commercial communicationmedia.
The second characteristic is the core principle of successful Advertising driving a specific "call
to action." This aspect of direct marketing involves an emphasis on trackable, measurable,
positive responses from consumers (known simply as "response" in the industry) regardless of
medium.
If the advertisement asks the prospect to take a specific action, for instance call a free
phonenumber or visit a Web site, then the effort is considered to be direct response advertising.
Direct marketing is predominantly used by small to medium-size enterprises with limited
advertising budgets that do not have a well-recognized brand message. A well-executed direct
advertising campaign can offer a positive return on investment as the message is not hidden with
overcomplicated branding. Instead, direct advertising is straight to the point; offers a product,
service, or event; and explains how to get the offered product, service, or event.
Budget
A budget (from old French bougette, purse) is generally a list of all planned expenses and
revenues. It is a plan for saving and spending. A budget is an important concept
in microeconomics, which uses a budget line to illustrate the trade-offs between two or
more goods. In other terms, a budget is an organizational plan stated in monetary terms.
In summary, the purpose of budgeting is to:
1. Provide a forecast of revenues and expenditures i.e. construct a model of how our business might
perform financially speaking if certain strategies, events and plans are carried out.
2. Enable the actual financial operation of the business to be measured against the forecast.
3. Marketing strategy
Marketing strategy is a process that can allow an organization to concentrate its limited resources
on the greatest opportunities to increase sales and achieve a sustainablecompetitive advantage. A
marketing strategy should be centered around the key concept thatcustomer satisfaction is the
main goal.
India Trade Promotion Organization
ndia Trade Promotion Organisation (ITPO) is the nodal agency of the Government of India for
promoting the country's external trade. ITPO, during its existence of nearly three decades, in the
form of Trade Fair Authority of India and Trade Development Authority, has played a proactive
role in catalysing trade, investment and technology transfer processes. Its promotional tools
include organizing of fairs and exhibitions in India and abroad, Buyer-Seller Meets, Contact
Promotion Programmes, Product Promotion Programmes, Promotion through Overseas
Department Stores, Market Surveys and Information Dissemination.
Advertising
Advertising is a form of communication intended to persuade an audience (viewers, readers or
listeners) to purchase or take some action upon products, ideals, or services. It includes the name
of a product or service and how that product or service could benefit the consumer, to persuade a
target market to purchase or to consume that particular brand. These messages are usually paid
for by sponsors and viewed via various media. Advertising can also serve to communicate an
idea to a large number of people in an attempt to convince them to take a certain action.
Commercial advertisers often seek to generate increased consumption of
their products orservices through branding, which involves the repetition of an image or product
name in an effort to associate related qualities with the brand in the minds of consumers. Noncommercial advertisers who spend money to advertise items other than a consumer product or
service include political parties, interest groups, religious organizations and governmental
agencies. Nonprofit organizations may rely on free modes of persuasion, such as a public service
announcement.
Modern advertising developed with the rise of mass production in the late 19th and early 20th
centuries. Mass media can be defined as any media meant to reach a mass amount of people.
Different types of media can be used to deliver these messages, including traditional media such
as newspapers, magazines, television, radio, outdoor or direct mail; or new media such as
websites and text messages.
In 2010, spending on advertising was estimated at more than $300 billion in the United
States[1]and $500 billion worldwide].
Internationally, the largest ("big four") advertising conglomerates
are Interpublic, Omnicom,Publicis, and WPP.
UNIT IV
Internet Marketing
Internet marketing
Internet marketing, also referred to as i-marketing, web-marketing, online-marketing or eMarketing, is the marketing of products or services over the Internet.
The Internet has brought media to a global audience. The interactive nature of Internet marketing
in terms of providing instant responses and eliciting responses are the unique qualities of the
medium. Internet marketing is sometimes considered to be broad in scope because it not only
refers to marketing on the Internet, but also includes marketing done via e-mail and wireless
media. Management of digital customer data and electronic customer relationship management
(ECRM) systems are also often grouped together under internet marketing.
Internet marketing ties together creative and technical aspects of the Internet, including: design,
development, advertising, and sales.
Internet marketing also refers to the placement of media along many different stages of
the customer engagement cycle through search engine marketing (SEM), search engine
optimization (SEO), banner ads on specific websites, e-mail marketing, and Web 2.0 strategies.
In 2008, The New York Times - working withcomScore - published an initial estimate to
quantify the user data collected by large Internet-based companies. Counting four types of
interactions with company websites in addition to the hits from advertisements served from
advertising networks, the authors found the potential for collecting data upward of 2,500 times
on average per user per month.
Electronic commerce
Electronic commerce, commonly known as e-commerce or eCommerce, or ebusiness consists of the buying and selling of products or services over electronic systems such
as the Internet and other computer networks. The amount of trade conducted electronically has
grown extraordinarily with widespread Internet usage. The use of commerce is conducted in this
way, spurring and drawing on innovations in electronic funds transfer, supply chain
management, Internet marketing, online transaction processing, electronic data
interchange (EDI), inventory management systems, and automated data collection systems.
Modern electronic commerce typically uses the World Wide Web at least at some point in the
transaction's lifecycle, although it can encompass a wider range of technologies such as e-mail as
well.
A large percentage of electronic commerce is conducted entirely electronically for virtual items
such as access to premium content on a website, but most electronic commerce involves the
transportation of physical items in some way. Online retailers are sometimes known as etailers and online retail is sometimes known as e-tail. Almost all big retailers have electronic
commerce presence on the World Wide Web.
Electronic commerce that is conducted between businesses is referred to as business-tobusiness or B2B. B2B can be open to all interested parties (e.g. commodity exchange) or limited
to specific, pre-qualified participants (private electronic market). Electronic commerce that is
conducted between businesses and consumers, on the other hand, is referred to as business-toconsumer or B2C. This is the type of electronic commerce conducted by companies such
as Amazon.com. Online shopping is a form of electronic commerce where the buyer is directly
online to the seller's computer usually via the internet. There is no intermediary service. The sale
and purchase transaction is completed electronically and interactively in real-time such as
Amazon.com for new books. If an intermediary is present, then the sale and purchase transaction
is called electronic commerce such as eBay.com.
Electronic commerce is generally considered to be the sales aspect of e-business. It also consists
of the exchange of data to facilitate the financing and payment aspects of the business
transactions.
Buying behaviour
A marketing firm must ascertain the nature of the customers buying behaviour, if it is to market
its product properly. In order to entice and persuade a consumer to buy a product, marketers try
to determine the behavioural process of how a given product is purchased. Buying behaviour is
usually split in two prime strands, whether selling to the consumer, known as business-toconsumer (B2C) or another business, similarly known as business-to-business (B2B).
B2C buying behaviour
This mode of behaviour concerns consumers, in the purchase of a given product. As an example,
if one pictures a pair of sneakers, the desire for a pair of sneakers would be followed by an
information search on available types/brands. This may include perusing media outlets, but most
commonly consists of information gathered from family and friends.If the information search is
insufficient, the consumer may search for alternative means to satisfy the need/want. In this case,
this may be buying leather shoes, sandals, etc. The purchase decision is then made, in which the
consumer actually buys the product. Following this stage, a post-purchase evaluation is often
conducted, comprising an appraisal of the value/utility brought by the purchase of the sneakers.
If the value/utility is high, then a repeat purchase may be bought. This could then develop into
consumer loyalty, for the firm producing the pair of sneakers.
B2B buying behaviour
Relates to organizational/industrial buying behavior. The term "B2B" stands for Business to
Business. B2B marketing in its most simple definition is when one business markets a product or
service to another business. B2C and B2B behavior are not exact, as similarities and differences
exist. Some of the key differences are listed below:
In a straight re-buy, the fourth, fifth and sixth stages are omitted. In a modified re-buy scenario,
the fifth and sixth stages are precluded. In a new buy, all aforementioned stages are conducted.
E-commerce
Also illegal in Thailand is disrupting e-commerce through the use of or creation of viruses to
attempt to gain online shopper credit card information or other online financial transaction
information, such as updating of financial portfolios. A recent law was passed which is clamping
down on this illegal thievery.
Websites are blocked by Uniform Resource Locator (URL) and/or IP address. However, only
about 20% of blocked sites are identified by IP; the remaining 80% are unable to be identified at
a physical location. If these sites could be identified as being located in Thailand, legal action
could be taken against their operators. Thus, lack of IP is a major oversight.
South Thailand insurgency
Most sites concerning the violent political situation in Thailand's Muslim South are blocked,
specifically those in support of the Patani United Liberation Organisation (PULO), a banned
group which works for a separate Muslim state, including PULO's appeals to the United Nations
for redress.
International media
In addition, some web pages from BBC One, BBC Two, CNN, Yahoo! News, Seattle
(USA) Post-Intelligencer newspaper, and The Age(Melbourne, Australia) newspaper dealing
with Thai political content are blocked. More recently, all international coverage of Thaksin-inexile has been blocked, including interviews with the deposed PM.
Thailand blocked Google's video sharing site YouTube for several months in early 2007,
but Reuters reported on 6 April 2007 that the search company promised to help the Thai
government block certain material on the site, making the rest legal to display in
Thailand. YouTube is no longer banned in Thailand, and is in use by many on online forums as
embedded content. A recently graduating in-country bachelor's degree student was using it in an
online distance education program Cyberissues course through The University of Michigan in
the United States.
From May 2008 the government owned ISP TOT, which offers significant broadband services
outside of city centers, has routinely disabled video streaming from youtube. A representative of
the co
Internet Marketing Conference
From Wikipedia, the free encyclopedia
Internet Marketing Conference, often abbreviated IMC, is an
international conference concerning numerous aspects of e-business. The inaugural conference
was held in Copenhagen 2000. It has since then been held in Stockholm, Las
Vegas, Berlin, Vancouver, Montreal,Gothenburg and New York. The conference was started
by Lennart Svanberg.
Speakers have included Danny Sullivan (Search Engine Watch), Jeffrey Eisenberg (Future Now,
Inc.), Jim Wilson (Jim World), Lucas Morea (LatinEdge), Mitch Joel (Twist Image), Scott
Ferber (Advertising.com), Stephen Turner (ClickTracks), Matthew Colebourne (coComment),
Brian Clifton (Google).
The conference has tackled the subjects of web strategy, social media, onsite behavioral
targeting, competitive intelligence, web analytics,multivariate testing and all aspects
of eMarketing (search marketing, affiliate marketing etc.
Direct marketing on Internet
Direct marketing is a form of advertising that reaches its audience without using traditional
formal channels of advertising, such as TV, newspapers or radio. Businesses communicate
straight to the consumer with advertising techniques such as fliers, catalogue distribution,
promotional letters, and street advertising.
Direct Advertising is a sub-discipline and type of marketing. There are two main definitional
characteristics which distinguish it from other types of marketing. The first is that it sends its
message directly to consumers, without the use of intervening commercial communicationmedia.
The second characteristic is the core principle of successful Advertising driving a specific "call
to action." This aspect of direct marketing involves an emphasis on trackable, measurable,
positive responses from consumers (known simply as "response" in the industry) regardless of
medium.
If the advertisement asks the prospect to take a specific action, for instance call a free
phonenumber or visit a Web site, then the effort is considered to be direct response advertising.
Direct marketing is predominantly used by small to medium-size enterprises with limited
advertising budgets that do not have a well-recognized brand message. A well-executed direct
advertising campaign can offer a positive return on investment as the message is not hidden with
overcomplicated branding. Instead, direct advertising is straight to the point; offers a product,
service, or event; and explains how to get the offered product, service, or event.
International Marketing Research plan
International Marketing Research follows the same path as domestic research, but there are a few
more problems that may arise. Customers in international markets may have very different
customs, cultures, and expectations from the same company. In this case, secondary information
must be collected from each separate country and then combined, or compared. This is time
consuming and can be confusing. International Marketing Research relies more on primary data
rather than secondary information. Gathering the primary data can be hindered by language,
literacy and access to technology.
UNIT V
Concept testing
Concept testing is the process of using quantitative methods and qualitative methods to evaluate
consumer response to a product idea prior to the introduction of a product to themarket. It can
also be used to generate communication designed to alter consumer attitudes toward existing
products. These methods involve the evaluation by consumers of product concepts having certain
rational benefits, such as "a detergent that removes stains but is gentle on fabrics," or nonrational benefits, such as "a shampoo that lets you be yourself." Such methods are commonly
referred to as concept testing and have been performed using field surveys, personal interviews
and focus groups, in combination with various quantitative methods, to generate and evaluate
product concepts.
The concept generation portions of concept testing have been predominantly qualitative.
Advertising professionals have generally created concepts and communications of these concepts
for evaluation by consumers, on the basis of consumer surveys and other market research, or on
the basis of their own experience as to which concepts they believe represent product ideas that
are worthwhile in the consumer market.
The quantitative portions of concept testing procedures have generally been placed in three
categories:
(1) concept evaluations, where concepts representing product ideas are presented to consumers in
verbal or visual form and then quantitatively evaluated by consumers by indicating degrees of
purchase intent, likelihood of trial, etc.,
(2) positioning, which is concept evaluation wherein concepts positioned in the same functional
product class are evaluated together, and
(3) product/concept tests, where consumers first evaluate a concept, then the corresponding
product, and the results are compared.
Copy testing
Copy testing is a specialized field of marketing research. It is the study of television
commercials prior to airing them, and is defined as research to determine an ad’s effectiveness
based on consumers’ responses to the ad. It covers all media including print, TV, radio, Internet
etc. Although also known as copy testing, pre-testing is considered the more accurate, modern
name (Young, p.4) for the prediction of how effectively an ad will perform, based on the analysis
of feedback gathered from the target audience. Each test will either qualify the ad as strong
enough to meet company action standards for airing or identify opportunities to improve the
performance of the ad through editing. (Young, p.213)
Pre-testing is also used to identify weak spots within an ad campaign, to more effectively edit
60-second ads to 30-second ads or 30’s to 15’s, to select images from the spot to use in an
integrated campaign’s print ad, to pull out the key moments for use in ad tracking, and to identify
branding moments.
Recognition memory
Recognition memory is a subcategory of declarative memory Essentially, it is the ability to
correctly remember something that has been encountered before. It can be thought of as a
matching process, comparing content in the environment with the content stored in memory.
Recognition occurs if the environmental content (i.e. the stimulus) matches the memory content.
(If there is a mismatch then recognition does not occur.)
Recognition memory can be subdivided into two components: recollection and familiarity,
sometimes referred to as "remembering" and "knowing", respectively. Recollection involves
remembering in detail a particular stimulus, including the context in which it was previously
experienced. In contrast, familiarity only requires knowledge of the stimulus’s features – the
basic realization that one has encountered the stimulus before. Thus, the fundamental distinction
between the two processes is that recollection is context dependent whereas familiarity is
context-independent. Another distinction is that familiarity is generally an unconscious or
automatic process whereas recollection is conscious and effortful.