In response to Ryan's Post...

In Ryan's recent post, he posed the question: "Do you believe that the people that get logos of company's tattooed on them do it out of impulse, or do you believe they truly showing brand loyalty?"

I think that there are some people who truly get a tattoo out of brand loyalty. My uncle, for example, has the Anheuser-Busch eagle logo on his arm. Although it may not be a good influence to have a tattoo of an alcoholic product for younger kids, I have never seen him drink another kind of beer in my life. I believe that he truly got the tattoo out of brand loyalty, and not just because he wanted to. This is a great way of free advertising for a company, and I'm honestly not surprised companies do not pay people to get tattoos. This could be a cheap and relatively permanent way of advertising at any given time of day.

I do believe, however, that there are some people who get a company logo out of impulse, or just because they "like" the company logo. I personally think that some companies have really neat logos, such as Under Armour, Nike, Apple, and Oakley. I don't think that I would ever go as far as to get a tattoo of one of them, as i would only get something that is personal and actually mean's something to me. This is not to say that some people wouldn't get a tattoo out of impulse or just because they think the logo looks cool. As in the case of my uncle, I truly believe he got the tattoo out of brand loyalty. Do you agree that some people can get a tattoo out of brand loyalty? Have you ever met someone who has?

Selecting Marketing Channels

Recently we have been talking about marketing channels, which is a group of individuals and organizations directing the flow of products from producers to customers. Selecting an appropriate marketing channel is very important and many factors play a role in selecting what kind of marketing channel to use. Some of the characteristics that play a role include customer characteristics, product attributes, the type of organization, competition, marketing environmental forces, and characteristics of intermediaries.

The characteristics of the customer you are trying to market your product to is very important personally. Since the customer is the main reason an organization is in business, to get the product to them that is, the target-market must have an appropriate channel. Consumers typically like to buy limited quantities of a product and do not buy in bulk or complex products as businesses often do. An organization may choose to have a direct channel in more heavily populated areas such as large metropolitans or cities, as the organization can market to more potential customers and have the product more readily available. In areas that are more spread out and do not have as large of a market density, an organization may choose to use an intermediary. This is when the organization uses a third party, who in turn sells the product to the customer. Retail stores, supermarkets, and other similar stores are examples of intermediaries.

Since the customer should be the main focus of the business, it is imperative to keep their needs and wants in mind, and how far out of their way are they willing to go to buy your product. Using an intermediary can be very important and can save a company a lot of money in the long-run when trying to reach customers who are not in an area of high market density. Marketing managers must carefully consider all of these options when choosing an appropriate marketing channel. Do you think the characteristics of the customer is the most important factor when choosing a marketing channel? If not, which one is better?

In response to Michelle's post...

In Michelle's recent post about customer service, she asked "Can you think of a company where customer service is not important?"

I personally do not think that there is a single company that can say that customer service is not important. The customer is the person who will be buying the product, so the company selling the product, service, or idea, should do everything possible to ensure a smooth transaction. Everyone has heard the saying, "the customer is always right." I believe that this is a true statement, especially for marketers. Marketers must research what the customer wants, how they will appeal to these customers, and to try and ensure that the customer will come back for more purchases in the future. Excellent customer service can make the customer more comfortable with their purchase and give them a peace of mind that the company will be there to help with any questions the customer may have.

Since I believe that customer service is so important, this is why I don't believe there is a single company where customer service is not important. The customer is the focus of the business, after all. Do you agree? and can you think of any company in which customer service is not important?

Pricing Decisions

When a company is looking to price a product, there are several factors that should be considered. As price is one of the most important influences on whether or not a customer purchases a product or not, a proper price must me set. There are 8 factors that influence the price including: organizational and marketing objectives, pricing objectives, costs, channel member expectations, customer interpretation and response, competition, legal and regulatory issues, and the other marketing mix variables. I will focus on 2 of what I think are the most important factors.

Costs for a company are extremely important when pricing a product. In the long-run, a company cannot survive if they sell their product below the cost to make it. A marketer should carefully look at all costs associated with the product, so that they are included in the price. In order to keep prices low, many marketers look to reduce costs of making the product, especially in the electronic and computer industry where prices can become very high. Marketers often look at all the costs involved in making a product and view that as the price floor for the customer.

I also believe that the competition's prices can play a large role when setting the price of a product. If a company does not have a similar price for a very similar product, they will not be very successful. This does not mean that the company has to exactly match the competitors' prices, but can prove to be a successful survival strategy. Often times some companies will raise their prices much more for high product quality or extra features, but usually similar products are similarly priced. Marketers must also try to anticipate how competitors will respond to changes in price. If the competitor also lowers or raises a price to a cheaper list price than yours, they may sell more of that product. Competition is a factor that marketers must constantly be analyzing and scanning for any clue as to how to gain a competitive advantage.

What factor affecting price do you think is most important? Is there a most important one? Why?

In response to Mallory's post...

In Mallory's post on product differentiation, she posed the question: "What do you think is more important, quality and design or customer services of a product? What supports your choice?"

Although I think that both quality and design and customer services are extremely important, for me, it is contingent on what product I am buying. Quality and design are naturally very important because you want to ensure that you are getting a product that is going to perform all the tasks that you want it to, while being easy to use at the same time. I believe that quality and design are very important in electronics, appliances, and other more expensive items. Since these products cost a lot of money, a customer will expect to receive a high quality product that has an easy to use design.

Customer service is also an important aspect in deciding what company to buy from, as a customer should expect the employees to be amicable and help them out when they have a question or concern. Also, customer service is very important after the purchase. If a customer has concerns, problems, or questions about a product or service, then the company should be there to assist at all times. I believe when it comes to services and products that are not purchased often (e.g. cars, houses, and other large purchases) customer service may be more important pre-purchase. Of course quality and design are extremely important here too, before the purchase, the customer will need a high level of customer service, so they can learn more about the product they are thinking of buying.

So, although both quality and design and customer service are both extremely important, I believe that which is more important may depend on the customer and what product is being purchased. Do you think that one is ever more important than the other? Or are they equally important?

Brand Equity

When branding a product, it is very important to have a lot of value in the brand strength in the market. Having a quality brand name is key in maintaining a successful business operation. The more well-managed a brand is, the more of an asset it is to the organization, and this is called brand equity. There are 4 main elements that contribute to brand equity: brand name awareness, brand loyalty, perceived brand quality, and brand associations.

Brand name awareness is very important for a company because the more familiar a customer is with a product, the more likely they are to purchase that product of a competitors'. For example, a customer is more likely to buy a Coke or Pepsi product because they are very familiar with both companies and have most likely grown up watching a plethora of celebrities endorse both products. I believe this also ties in with brand loyalty, since the more familiar a customer is with a product and they more likely they are to buy it and enjoy it, the more they will become loyal to the company. If a customer enjoys a product a lot and feels that they are getting a good deal on the product, they are probably likely to become brand loyal. Many people are brand loyal to Coke over Pepsi, or vice versa, based on taste.

Coke and Pepsi can also be applied to perceived brand quality because they have been around for a very long time and continue to each own a huge percentage of the soft drink market share. The high quality soda that they deliver keeps customers coming back to buy more and more of their drinks. The reason many customers continue to buy a product could be because of a brand association. Many people grew up drinking Coke or Pepsi and every time they sip one, it reminds them of their childhood or another fond memory that makes them happy. This could be why brand association can be so important. Do you think any factor is more important than another? Why or why not?

In response to Michelle's post...

In Michelle's recent post about branding, she said: "I believe that if you find a brand that you like (weather it is with shoes, clothing, or even food) you stick with it because it is safe and reliable. What brands do you stick with?"

I completely agree with Michelle in that if you find a product brand that you like, you are more likely to stick with it. This is not to say that that will be the only company I ever buy from, but it means that between that company and another at a given price for a similar product, I would go with the company that I enjoy and because I have had good experiences with in the past and that I know is safe and reliable. One of my favorite foods is peanut butter. I put peanut butter on many things and find it goes great with a myriad of food. I used to only buy Skippy peanut butter, as it was on the cheaper side and was convenient and found everywhere. A couple of years ago I decided to try an all natural peanut butter, and saw Teddie brand. Ever since I bought that peanut butter, I have never bought another brand. I think it is more delicious, has more flavor, is more healthy, and only has one ingredient. I know this brand is safe and reliable to give me high quality peanut butter every time, so I stick with Teddie.

I also like to stick with Google products. I have always used the Google search for anything I needed to look up, and due to my success with the search, I have began using its other products. I recently began using Chrome instead of Internet Explorer, Picasa instead of Microsoft Photo editor, and Google maps instead of MapQuest. I have had great success with these products and will continue to stick with Google for any other products they may come out with. I believe that having a good, recognizable brand name with the reputation to back it up plays a crucial role in using a company's product. Do you agree with me and Michelle in that many consumers have brand loyalty and stick with a particular company?

Product Pricing

The price of a product may be one of the most influential decisions that a consumer has to decide on when buying a product. Although it may not be the first thing that a customer sees (as the product is usually first), it is often the last thing a customer sees before deciding whether or not to purchase a product. First, a customer will decide if they like the product by looking at the product, the colors, the features, and benefits or extras that may come with it. After a customer decides that they like the product enough to buy it, they will look at the price and make a final decision at whether the price listed is a price that id fair, they are willing to pay, and have the ability to pay.

Much goes into the price of a product, rather than simply supply and demand (although this may play a factor). Companies go to great lengths to determine a proper price that will allow them to try and sell more of their product than their competitors. It is very important to know a competitors prices at all times and to know whether or not they may be holding a sale or discount in the future. This will allow the company to adjust their prices so that they do not overcharge and not sell as many products. Sometimes, however, a company will purposely set their prices higher in order to promote high quality. BMW, for example, typically has a higher price tag than most other car makers, such as Ford and GM. This promotes the high quality offered to the consumer, that may be willing to pay more for this car.

Price can play an important, if not final, decision in whether or not a customer buys a product. Do you think price is always an important role? Or does it sometimes not matter? How important is it for a company to scout out competitors prices and adjust as needed?

Product Branding & Logos

I believe that product branding is one of the most important selling points that a company can use for its products. Often times a product's brand name can become so popular that it is used to describe the product. This is the case in Kleenex (instead of tissues), Q-Tip (cotton swab), and some other products as well. This gives these companies a huge market share and allows them to keep profits up through a successful marketing campaign in the past. Consumers are willing to pay more money for these brand names even though they may be no different than a generic brand or another company's identical product.

Brand marks and logos can also be very important in a company's success. I know that many successful companies have very recognizable logos, such as the McDonald's golden arches, the Nike swoosh, and Apple Computer's bitten apple. These logos have been around for a long time and represent success and a familiar sight that allows customers to know that they are purchasing a quality product. Many times on Nike clothes, shoes, equipment, etc, it will only show the swoosh and does not even say Nike on it. On the back of my iPod, it only contains Apple's bitten apple logo and does not say Apple anywhere on the back.

I believe that establishing a recognizable name and logo are crucial for a company's marketing success. The name should be easy to say and have an interesting logo that consumers will be able to notice as the company becomes more popular. Do you think that having a recognizable brand name and logo are important in a company's marketing success? Can you think of any other brand names that are used to describe a product (e.g. Kleenex)? Why do you think many people buy more expensive recognizable brand names?

In response to Kelcy's post...

In Kelcy's comical post, she posed the question:

I think that I would stick with a company, such as Vaseline, that has had a strong reputation and I know will work well. Although Butt-Paste is a brand name that describes exactly what the product will be used for, I don't think that it is a good brand name. This name could cause some controversy and even offend some people and may actually hurt their sales. Since both products are the same price, have the same ingredients, and work just as well, I would have to stick with a brand name that has a good name running.

In my post about product branding, I believe that having a good, catchy, easy-to-say brand name is key in how well the company performs in terms of sales and how easy it will be to market their product. Brand names like Vaseline and Chap-Stick are names that are widely used to describe the product (rather than petroleum jelly and lip balm). This shows that the company is reliable and has been around for a long time, which is why I would choose Vaseline over Butt-Paste and day of the week. Do you think that brand names actually play a role if the product is identical, has the same ingredients, and costs the same?

Situational Influences on Consumer Buying

I believe that when a consumer is buying a product, that one of the most important ones at play are the situational influences. These factors can influence a buyer's purchasing decision and may cause the buyer to shorten, lengthen, or terminate the process.

The first influence is physical surroundings. These come into play a lot at stores when people see signs displaying "SALE" or "50% OFF." I believe that even if the prices of these products are already jacked up, the consumer will believe that they are getting a good deal and are more likely to buy that product. Another influence is the customer's social surroundings. The people that are around a consumer when they are looking to buy a product can play a big role. For example, if you were at a restaurant and almost always ordered a huge cheeseburger, fries, and a dessert, you may want to reconsider ordering all that food if you were on a first date. Ordering all that food and wolfing it down may not be attractive to the date, and as a result may lengthen the amount of time the consumer spends on making their purchase.

Time perspective plays a significant role in a consumer's decision making process. If a person is in a rush at the supermarket, they may not pay much attention to price or brand, but rather will just grab whatever product is closest to them and that they can grab the quickest, which shortens the amount of time spent on the purchase. Another influence is the reason for the purchase, which is also a significant factor at a supermarket. Many times a customer will pick up something at the register as an impulse buy and will not think about what they are purchasing, they only pick it up because it looks appealing at the moment. This severely shortens the amount of time a customer spends on buying a product, while a larger more expensive product is more likely to be researched and not bought as an impulse.

These factors can play a large role in a consumer's decision about a purchase. Do you believe that any one factor plays a larger role than another? Do these factors have influence in your life?

In response to Laura's post...

In Laura's post about online privacy, she posed the questions: "Should we be more careful when it comes to sharing information online? Or do you think that this information will inevitably be found when scouring the web? And do you share/post a lot of your own personal information online? Why or why not? "

I believe that in today's world of phishing, scamming, hacking, and all other forms of identity theft, everybody should be more careful about sharing their information online. Since hackers and other scammers are becoming more and more prevalent, this means that when posting information online, one should be more selective about what information is made available. Many social networking websites, such as FaceBook and Myspace allow users to create a profile and post information, pictures, etc. about themselves which can be shown or chosen to be hidden. The problem with this is, many times a user does not know their privacy and account settings.

Until recently, I was unaware how much of the information on my profile was able to be seen by outsiders, and others I didn't know. This shocked me, when I read about Facebook's new security settings, and as a result I have changed my account settings. I think that this information may be able to be found regardless, as often times some websites require certain information. I have an eBay account, which requires my birthday and other information, which may be able to be stolen by a hacker or scammer. I believe that as soon as you enter information online, it can always be found. Regardless of how careful you are, how many security settings are in place, etc., once you put your information online, it stays there forever. This is why I try not to put a lot of my personal information online, to try and protect my privacy. Do you agree that once you put your information online it stays there forever? Do you take similar steps (if any) to protect your privacy?

What should John Smith do?

I don't think that John smith should sell the names of the participants in the survey to the car dealership. If John wants to maintain a high standard of ethics for his company, he should steer clear of going behind his customers backs, despite the fact that his company really needs the money. In the code of ethics on the AMA website, many issues are addressed and need to be followed by marketers. In the ethical norms section of the code of ethics, it states that "This means building relationships and enhancing consumer confidence in the integrity of marketing by affirming these core values: honesty, responsibility, fairness, respect, transparency and citizenship." Although this does not directly apply to the dilemma faced by John Smith, it says that all marketers should respect their customers and hold a certain amount of responsibility. I believe that going behind these customers' backs and selling their information is not responsible for John to do. Also, I believe that this would be crossing the line in terms of respecting the customer, since one would assume that the customer believes that the information that they provided is being held confidential.

I don't believe that this is illegal on the part of John Smith, but I do believe that if he wants to maintain a high level of customer satisfaction and customer loyalty and abide by the code of ethics set forth by the AMA, he should not sell these names. Do you agree that although the code of ethics can be a bit blurry in certain areas, John should not sell these names?

In response to Laura's post...

In Laura's recent post, she asked the question: "Do you think marketing to certain segments or marketing to society as a whole is more beneficial (in all senses of the word)? Why?"

I think that both approaches can have positive benefits. When marketing to a specific segment, marketers can get more information on the particular target market. Since they know exactly who they are marketing to, they will be able to do more research and be able to learn more about this specific target market. A downside to this, however, is that when only marketing to a specific target market, a company may miss out on appealing to many more people. Since most of the marketing efforts will be going into a specific target market, those outside this target market may not be marketed to and the company may miss out on sales.

When mass marketing, however, a company can attempt to appeal to everybody all at once. This can be very beneficial since everyone will be exposed to the marketing and such a large audience is being reached. The downside to this approach will be the lack of information, preferences, and overall research about the customers in the market. Since it is very difficult to do research on an entire market, many marketers may have a tough time deciding what kinds of advertising, products, etc. to supply to a market, which can be easier when marketing to a target market. Since preferences in mass marketing can differ greatly, it may be difficult for some companies to market their product as successfully as if they were trying to appeal to a target market.

Overall, I think that each approach can have many positive and negative aspects, and a company should tailor its needs to what it thinks will be better. Do you agree that there may be no clear cut winner?

In response to Michelle's atricle...

Michelle asked the question, "do you find anything interesting in this article?"

My response would be...I find it interesting that she thinks that many people ignore direct forms of mail. In my recent trip to the mailbox, I received a Domino's pizza flyer. I did not ignore this and even if it wasn't something that I am interested in (pizza), I would still give a quick glance to what the piece of mail was. Even if I only gave the flyer a quick glance, I would still have seen the comapny's name, what they are selling, and perhaps something else. So, overall I disagree that people completely ignore direct mail, and although e-marketing may almost completely replace traditional forms of marketing, direct mail can still be a potent form of catching consumers' attention.

E-Marketing- Friend or Foe?

In one article, "From Print, to Phone, to Web And a Sale?" the author describes how many magazine publishers are including bar codes in advertisements so that consumers can simply take a picture of the bar code with their smartphone and they will be directly brought to the website in which this product is being sold. This will be a completely revolutionizing idea that I am sure we will see many people using in the next few years. Although the concept did not work several years ago, the ubiquity of smartphones and internet bases cell phones is making it easier and easier for customers to access these websites.

I think that this is a very good idea and makes it easier for a company to focus on the product variable of the marketing mix (since a customer can view the specs of the product online) and the promotion variable (as the customer is being exposed to the product both online and in print). One potential problem with this system, however, is that not everyone owns a smartphone, and even if they do, they may not have the proper software to take advantage of the bar codes. Another possible concern is the increasing use of the internet for marketing, and the slowly disappearing distribution of print media. Many people no longer buy magazines, newspapers, catalogs, etc. because everything that is published in these print media can be viewed online. Even with the bar code scanning system, the push is to move everyone into an electronic medium.

I am sure that very soon e-marketing will almost completely replace traditional forms of marketing (snail mail, phone calls, etc.). As many marketers focus almost solely on e-marketing, the print ads and traditional forms of marketing will begin to disappear as companies will focus most of their time, energy, and capital in the electronic market. But regardless of how many time and energy is put into e-marketing, snail mail will always be present-and for a good reason. When a consumer receives a letter in the mail or an advertisement, they have no choice but to look at it (even if just for a brief second) and therefore have seen an advertisement. When looking at a webpage, it can become quite easy to completely ignore or not even see some advertisements because you may have to scroll down to see them, or you only focus on the main content of the webpage. Also, in a book I read recently called "Appreciation Marketing," the book describes that many consumers want to have a relationship with a company and that they enjoy a human touch. The more personalized form of phone calls, snail mail, etc. creates more of this personal touch, rather than just a generic banner on a webpage.

So, although we will see a large push towards e-marketing through bar codes, banners on web pages, and the ubiquity of the online marketplace, I doubt that traditional forms of marketing will ever cease to exist. Do you agree that these traditional forms of marketing should be kept in place? What other problems to you think of in the advent of e-marketing? Do you think appreciation marketing really works?

In response to Michelle's post...

Michelle, in her recent blog, posed the question: "do you believe that a good reputation or word of mouth is better?" and "are these good marketing strategies?"

I believe that word of mouth can be a very potent way of getting a company's name out there. Panera (as Michelle brought up) is a perfect example of marketing through word of mouth. But in order for consumers to speak highly of a company, they must have a good reputation first. Through a high quality product, excellent customer service, etc., a business can build a good reputation and as a result, customers will be pleased and spread the good word. I believe that this can be a very effective way of marketing, with no direct marketing costs involved. This strategy is not matched by any fancy jingles or clever slogans, which seem to be stuck in our heads for days, but has proved successful for many companies like Panera Bread. Do you agree that a company should build a good reputation first and then rely on the word of mouth?

The Misunderstood 'P'

The 4 p's of the marketing mix should all be carefully considered when marketing a product and marketers have to carefully decide which of the p's to focus on. Price, promotion, and product are the 3 p's that the customer notices most. Naturally, the customer will want to know the price of the item that they are buying so this may be the most important part of the marketing mix, in the eyes of the consumer. A customer will also want a high quality product, so product is very important also; and naturally the customer will need to hear about the product, so promotion is also very important. But the remaining element of the marketing mix is often overseen by the consumer.
The place variable involves many different elements in itself, including distribution, inventory, etc. The placement of a product in a store often goes unnoticed by a customer, however. For example, in a supermarket next to the checkout there is almost always candy bars, magazines, and other small gadgets that many customers buy subconsciously. I believe that the placement of these prodcuts boosts the sales of the grocery store a lot. This placement variable can be very important for marketers looking to sell their products. Again, in the supermarket, the basic staples (milk, eggs, bread) are almost always in the very back corner of the store, so that when a customer goes to purchase these products they must walk pass every aisle and often times they will buy more than they originally came in the store for. This is why I believe that the place variable of the marketing mix can be one of the most important for marketers to take advantage of. Do you agree that this may be the most important variable for marketers? Do you think any of the other variables go as unnoticed by a customer?

Response to Kelcy's Post

This is in response to Kelcy's question: "If any company markets their product internationally, do you think the company will flourish no matter what?"

I believe that it can be very important for a company to market internationally, if they are ready for it. Marketing internationally involves a lot of time, money, and effort on behalf of the entire company. Certainly marketing to an international audience can be very beneficial in that more customers are reached, more profit can be made, exchange rates can work in your favor, etc. There are many great benefits that can come from international marketing. I don't believe, however, that a company will flourish no matter what if they market their product internationally.

A company can make many mistakes in marketing, as seen in class with Euro Disney. In order for a company to make their product available to international markets, a lot of research must be done. If a company does not study the culture, the people, and even the language, many mistakes can be made and the company may actually offend some people or fail in that given country. This is obviously the opposite effect that the marketers want, and as a result, the company may not succeed. Also, there may be no demand for a product that a company makes in particular countries or regions. For example, there is probably not much demand for North Face jackets in Africa and other hot, dry regions. So, if a company does its research and studies the culture and believes that that there is a market for their product, they may be successful, but they will not indefinitely flourish. Do you agree that a company must take these steps to be successful?

E-marketing

E-marketing is completely revolutionizing the way marketing is being done. With recent advancements in technology and with virtually everyone in the entire country using the internet on a daily basis, e-marketers are finding it easier and easier to get the word out about their products. Out of the 4 P's of the marketing mix, I believe that the place and promotion factors are impacted the most by the advent of e-marketing.

The place factor has been greatly impacted by e-marketing because any and every product is available nearly instantaneously. The distribution factor should have products available at the right time at the right place and in the right quantities. Since the global market is so highly integrated now, customers looking at products will be able to see exactly how much of a product a company has, when it is able to be shipped, when it will arrive at the customers' house, etc. Also, e-marketing has benefited companies with inventory control. Companies such as Wal-Mart have instant inventory systems in which, as soon as a product is sold in a store, the information to order a replacement is already in China and will ship domestically extremely quickly. This allows companies to always have the correct amount of any given product, whenever the customers want it.

Promotion is probably the most affected factor by e-commerce as companies can target market their product(s) on any website that they would like. This allows companies to market to only the customers they believe will buy their product, hence saving thousands of dollars a year and avoiding marketing to customers who are unlikely to buy that product being advertised. Companies are also able to publish information about their products such that customers can do research and find out background information about the company or product, or simply look at the features a product has. Since a customer who visits a firm's website is interested in the products that that company has to offer, the company can highlight the products it wants to sell the most.

I believe that e-marketing is one of the most useful tools that marketers can use, and as a result, they can target market their customers like never before, all while saving thousands, if not millions, of dollars a year. With all these new forms of internet marketing, what do you think we will see in the next few years? What new ways can marketing managers take advantage of e-marketing?

Environmentalism Response

This is in response to Dave's post about environmentalism acting as a threat or an opportunity:

Dave brought up a good point that social responsibility is important for companies because they would like to portray themselves as helping the community and reaching out to others, rather than just focusing on the bottom line. Dave brings up the point of the recent booming market for hybrid cars a couple of years ago, and how they are more fuel efficient, cut gas emissions, and are more eco-friendly, provides a positive view of these companies from the view point of the consumer, which is a good thing for the company. But, as Dave said, it also hurts the sales of the big gas guzzlers. I think that this cannibalism can have a negative impact on some companies. Their sales are being negatively affected by this surge in hybrid car sales, all as a result from trying to be more environmentally friendly. I believe that these car manufacturers have to be careful on how much they are going to market these cars, if it is going to cut into the sales of big gas guzzlers too much. Dave, do you agree that this marketing scheme of being "green" may eventually have a negative impact on some of these companies?

Marketing Window in the News

Here is an article I came across the other day, which describes how American car makers are taking advantage of the recent recalls of the Toyota cars:

Toyota Recalls

Is environmentalism more of a threat or an opportunity?

When looking at the many factors that can influence the marketing environment, each of them can present both opportunities and threats to a company. The factors affecting the marketing environment include competitive, economic, political, legal and regulatory, technological, and sociocultural. I will focus on a couple of these factors in this blog.

The first factor that I will focus on is the competitive factor. The competition that a company faces often has similar, if not nearly identical products, making it sometimes difficult for a company to gain a competitive advantage. I believe that most of the time, the competitive forces pose a threat to a company; which could be for a variety of reasons. First, a different company may create a new marketing plan which will be more effective in reaching consumers, and as result, lower profits. Also, the competition could engage in a price war and lower their prices to a level in which another company may not be able to compete with, further driving down profits. But, I don't believe that the competitive factor is always acts as a threat. For example, in the recent Toyota recall of cars for the gas pedal sticking, a large marketing opportunity is presented to American car companies such as Ford, GM, and Chrysler. These American companies will have an opportunity to capitalize on Toyota's loss. Ford has already begun to do so by giving discounts to customers who trade in their faulty Toyota.

Another factor that plays a role in the marketing environment is the economic forces. Naturally, how well the economy is doing not only domestically, but internationally as well, plays a large role in how well companies perform. Economic forces can mean different things for different companies, however. In the current state of our economy, we are in a deep recession in which many people are watching what they spend due to high unemployment, budget constraints, and high amounts of debt. One would think that all companies would be hit by this recession and that at this part of the business cycle, the economy would be seen as a threat. But, for some companies like Wal-Mart, Dollar Tree, BJ's, and other discount stores, they are seeing increased sales, since they are able to offer products at deeply discounted prices, which is appealing to consumers in a tight economy. High end retailers and luxury items, however, most likely see this recession as a threat to their companies. Companies like Rolex, Abercrombie & Fitch, and other high end retailers have seen significant profit loses and are struggling to stay out of bankruptcy. This provides a threat to marketers, as it is very difficult to market expensive products in this tight economy. So, once again the economic forces can either be a threat or an opportunity or a threat, depending on the state of the economy, consumers' willingness to spend, and the type of company and product that is trying to be marketed.

Overall, I don't think there is one definitive answer on whether the marketing environment is a threat or an opportunity. I think each factor has both threats and opportunities that are unique to each individual company, and a myriad of other factors. Do you think that any factor provides more of an opportunity, than a threat? Or vice versa?

Response to the 4 P's of Marketing

This is in response to Alex's post on applying the 4 P's of the marketing mix for a job. I agree with what he said about the place component of applying for a job. Like he said, similar to a grocery store, if a person is within a close proximity to the job location, this may increase the likelihood of being hired. I think that the place component can also be applied to the person applying for the job also. The job will be more appealing to them if they already live close to the business and will not have to drive far or relocate.

Alex also brought up a good point about the price component of the marketing mix. I never thought of it as, the less money you are willing to work for, the chances of you getting hired increases. Often times when applying for a job, however, I think many people will have done some research into that job position and what it usually pays. I also think that many people will often ask for a salary that is higher than the minimum salary that they will actually work for. This will help the person applying for the job try and maximize the amount of money they can make.

Overall, I think Alex is correct that the 4 P's of the marketing mix can be applied to interviewing for a job. What do you think, Alex? Do you agree with the salary negotiating?

The 4 P's of Applying for a Job

When applying for a job, one could potentially apply the 4 P's that make up the marketing mix.

Naturally, the person applying for the job would be the product. This interviewer brings many skills, talents, and abilities which make up several features of the "product." Each interviewer also brings his/ her own style, which can play a big role in determining if they get the job. If an interviewer has a unique style and can bring many new ideas to a company, he/ she will want the interviewing company to see this. I believe that even an interviewer has his own packaging, in how professionally he is presenting himself and how he handles himself, which includes his demeanor and sense of professionalism when speaking. The options that a product will come with, in this case, could be looked at as the person's history, education, previous work history, etc.

The place of applying for a job often times plays a large role in where someone will apply. Typically, a person looking for a job will look at companies that are in a close proximity to where he/ she lives so that transportation costs and time spent getting to and from work can be minimized. Also, the person looking for a job may want to know if the job is in danger of being outsourced or is they may need to relocate for the job. Finally, a person looking for a job may inquire about different channels that will be established through this job. Will they meet new people? Will there be new channels and lines of communication that will need to be learned?

Promotion will be the first step to applying for a job. Promotion includes preparing and submitting a resume and cover letter typically. This is usually the first step in the job hiring process. Should a person get an interview, they must sell themselves in a way that the interviewer will be impressed. By showing strong points, previous work experience, and education levels, the interviewer is promoting themselves to the interviewer. How the interviewee behaves and how professional he/ she acts is also part of the promotion process, as they must influence the hiring company that they can maintain a business like demeanor while at work.

The final 'p' of the marketing mix is price. Naturally, the price of applying for a job is the salary and bonuses that will be associated with the job, should they be hired. This may not be set in stone, however, as salaries can often times be negotiated. The price can also be applicable to the interviewee also, as there may be relocation costs, transportation costs to get to and from work, and other expenses such as new attire, etc. Another component of the price component of the marketing mix is the payment period and how often he/ she will be paid if hired. And finally, are there any incentives or bonuses that are associated with the job? This will play a major role often times in whether or not a person accepts a job.

Overall, the marketing mix serves as a practical example as to how a person can go about applying for a job. While keeping the marketing mix in mind and applying the proper mix of these 4 p's, a person should become more successful and increase their chances of being hired for the job being applied for.