Elements of marketing - 3044 Words

1.1 Elements of the marketing process. The process of marketing entails the following four elements i. The parties The consumer is typically prepared to make certain sacrifices in terms of money and effort in order to obtain an offering that satisfies his needs. The aim or aspiration of the customer is to satisfy his needs within the limits of his means(Booms Bitner 1981). Therefore the marketing officer analyses the needs and desires of the consumer and determines whether they can be met profitably .Within the marketing process this activity identifies homogeneous groups of whose individual likes are similar .These groups are referred to as market segments, and from them the organization selects one that it can serve†¦show more content†¦Market oriented businesses have a higher client retention compared to those that are product oriented (Booms Bitner 1981). Customers dealing with the business feel that the business listens to them more hence stay with the business longer. Market orientation makes it easier for an organization to enter into strategic partnerships with its clients as opposed to those clients simply remaining consumers of its goods. The strong focus a market oriented business has on its customers eventually leads the customer into becoming more and more involved in the affairs of the organization (Booms Bitner 1981). 2.1 Environmental Factors Analysis The preparation of an environmental analysis is a critical step in the comprehension as well as the appreciation of local, and international forces that affect a business(Booms Bitner 1981). By definition, an environmental analysis is the evaluation of the probable effects of external factors as well as conditions in a company’s growth and survival strategies (Brassington 2000).One of the instruments of analyzing an organization’s external environment is the PESTEL analysis. PESTEL is an abbreviation for political, environmental, economical, social, legal and technological factors. The SWOT analysis analyses the internal business environment.: PESTEL ANALYIS Social factors address social issues that concern the values, opinions, ideals and the culture ofShow MoreRelatedThe Major Elements Of Marketing856 Words   |  4 PagesThe four Ps approach to marketing has been widely regarded as the traditional approach to marketing. While the value approach concentrates on delivering value to the consumers or customers, the 4Ps approach is evidently concentrated not on customers, but on the product itself. The major elements of the four Ps approach of marketing are product, price, place, and promotion; by that, the four Ps elevate product in the marketing plan while the value approach components are creating, communicating, deliveringRead MoreElements If a Marketing Pln1064 Words   |  5 Pages Elements of a Marketing Plan, Clarity Will Terrill MKT/421 February 22, 2016 Michael Ricco Elements of a Marketing Plan, Clarity Whether a company is just starting out or is trying to generate better results from current marketing techniques and strategies, it all begins with a marketing plan. A marketing plan is a guide for the marketing department of a company for a set time in the future, this could be 2 year or 7 years (Kerin, Hartley, Rudelius, 2015). While each plan differsRead MoreMarketing and Strategic Elements1031 Words   |  5 Pagesengage in marketing efforts? While non-profit organizations differ from profit seeking firms in several ways, non-profit organizations need to engage in marketing efforts to generate financial revenue to support their causes. All businesses need marketing plans to generate revenue and measure results. In non-profit businesses, community service target levels and education service target levels can be used to measure results. Unlike profit seeking organizations that focus on marketing solely toRead MoreMarketing Mix Elements1717 Words   |  7 PagesStarbucks Marketing Mix Paper Aiza Ashley Starbucks Marketing Mix Paper A good marketing plan must possess a strong marketing mix strategy. Organization uses marketing mix strategy modeling to estimate causal relationships and measure how marketing activity affects outcomes. The Marketing-mix models analyze data from a variety of sources, such as retailer scanner data, company shipment data, pricing, media, and promotion spending data, to understand more precisely the effects ofRead MoreThe Various Elements of Marketing3192 Words   |  13 PagesDefinition of Marketing is, â€Å"Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably.† – CIM Definition. Definition of Marketing Process is, â€Å"Business function and management skills. It requires planning, analysing, resource allocation, control and investment, skilled workers and other physical resources† – Edexcel Business study guide. Therefore, the various elements of marketing is the Boots Marketing Mix. The various elements of marketingRead MoreThe Elements Of Internet Marketing4060 Words   |  17 PagesInternet Marketing June 12 2015 â€Æ' Unit No: 30 Unit Title: Internet Marketing Assignment Cover Sheet Assignement N: 1 and 2 I hereby confirm that this assignment is my own work. I have identified and acknowledged all sources used in this assignment and have referenced according to the Harvard referencing system. I have read and understood the Plagiarism and Collusion section provided with the assignment brief and understood the consequences of plagiarising. Name: Read MoreMarketing Is An Essential Element2936 Words   |  12 Pages Marketing Answer 1 Marketing is termed as an essential element with the help of which any product or service can generate potential outcomes in a best possible manner. The main task of marketing is to stimulate consumer demand for the product, but not limited to this. It also helps the company achieve its goals in the process, the impact of the level of demand, the demand of time and the composition of demand. Marketing is considered a management discipline to define the state of the market.Read MoreMarketing Plan Elements1007 Words   |  5 Pagesof your marketing efforts. * Knowing what you want to achieve with marketing (marketing goals) – Write down your marketing goals and make them specific. Pick one or two that are critical and make them the focus of your marketing efforts. According to statistics, if you write them down, you are 95% more likely to achieve them. * Defining how you will reach your target (marketing strategy) – Pricing, packaging and promoting your products and services is the heart of your marketing plan. LookRead MoreThe Elements of Marketing Mix: An Overview1658 Words   |  7 Pagesshould see to it that they offer for sale the right products at the right price. Further, the marketing of such products should in addition to being conducted in the right place also utilize the most appropriate promotion. In this text, I amongst other things apply the various elements of the marketing mix to the Coca-Cola Company. The Elements of the Marketing Mix: An Overview The term marketing mix in the words of Lamb, Hair and McDaniel (2008) can be defined as a unique blend of productRead MorePepsi Elements Of Marketing Strategy814 Words   |  4 PagesPepsi Elements of Marketing Introduction PepsiCo is the second largest nationwide food and beverage industry in the world. This company has twenty-two brand names that collectively bring in billions of annual funding from the retails. Their main focus is to produce pleasingly food and beverage within the company that are valued to household names throughout the world. The marketing strategy and mix both are connected to target marketing, focusing on the company needs and wants in a large group setting

Illegal Immigration Essay - 2615 Words

Illegal immigration is a grave issue that affects everyone in the world. Illegal immigration is the process of an alien, or non-citizen, who has entered a country without government permission or stayed beyond the termination date of a visa (Free Online Law Dictionary). The flow of illegal immigrants is almost entirely from countries of lower socioeconomic levels to countries of higher socioeconomic levels. Basically, foreigners tend to migrate from undeveloped countries to developed countries. Many from Africa, an undeveloped continent, illegally migrate to Europe, a developed continent, in search of opportunities. Similarly, many Mexicans illegally cross the American border every month in search of the American dream (The Telegraph,†¦show more content†¦These kind of jobs are usually labor intensive and don’t attract many employees. For instance, many illegal immigrants decide to work in jobs that don’t require work permits. The landscape and construction are popular with immigrants as there are generally no requirements but hard labor. Other employment areas include restaurants (dish washing), hospitality, prostitution, agriculture, and domestic services. Besides in search of better economic opportunities, people illegally migrate to foreign nations due to family problems, war, overpopulation, or illness. There are some countries in the world that are becoming overpopulated and face a risk of limited resources and production. This eventually causes people to illegally immigrate to less populated countries where there is no risk of living. For example, China is a nation that is powerful, resourceful, and wealthy; yet it faces a problem of overpopulation. As a result, Chinese tend to illegally immigrate to other foreign countries to escape from the overpopulation they face in their home country (Mooney, et al., 1997). This issue rose as of undeveloped countries that were unable to provide a good standard of life for their citizens to a g rowing worldwide issue. This can’t go on forever; today’s society is trying it’s best to bring a halt to this growing issue. Precautions, security, and corruption are all being fought against to try to stopShow MoreRelatedIllegal Immigration 1280 Words   |  6 PagesIllegal immigration has been a source of mounting concern in the United States since the 1970’s. Statistics indicate that the past ten years have witnessed an increase in the number of illegal immigrants with the number estimated to increase in the future. â€Å"The percentage of illegal immigrant population from Mexico was 59% (or 6.8 million) as of January 2013. Other countries with large amounts are El Salvador (660,000) Guatemala (52000), Hondorous (380,000) and China (280,000)† (Infoplease 1). TheRead MoreIllegal immigration2120 Words   |  9 PagesAlien Invasion Illegal immigration is widespread throughout the United States. There are 12 million or more illegal aliens in the United States, this number continues to rise (Swartz). This influx of illegal immigrants causes jobless Americans to lose out on opportunities. Employers choose to pay illegal immigrants lower wages than American workers. Is it right to pay illegal immigrants less than Americans to do the same job? Should the illegal immigrants be deported? Should border control be increasedRead MoreIllegal Immigration598 Words   |  3 Pagesl ARTICLE ON ILLEGAL IMMIGRATION Migration has always represented an important factor in society’s development. Ever since ancient times, people have been travelling around the world, some staying only for a while, some choosing to set (A SE STABILI) in certain areas, getting married and starting a family with a local partner. Consequently, cultures and languages mixed and this is how powerful nations like England, The USA, Germany were born. This phenomenon of migration also takes place nowadaysRead MoreIllegal Immigration1753 Words   |  8 PagesIllegal Immigration The Economy of Illegal Immigration The Economy of Illegal Immigration Americans on a daily basis are bombarded with broadcasts from newspapers, television, and special interest groups on the economic burdens created by illegal immigrants. Reports and statistics of growing state and local deficits; is it fact or fiction? In reality, undocumented Mexicans are necessary to the health of our economy. They provide a workforce in agriculture they keep the costs down; theyRead MoreIllegal Immigration1709 Words   |  7 PagesIllegal Immigration: The Undocumented Issue In this paper I will discuss one of the biggest issues in the United States: Illegal immigrants. Some may say that illegal immigration has a positive impact on the United States’ economy, and some think that these undocumented immigrants affect jobs and wages of people that are living in this country. I think that illegal immigrants harm the United States’ economy through their use of our country’s social services such as health care, education andRead MoreIllegal Immigration : Illegal Immigrants949 Words   |  4 PagesIllegal immigrants have been a hot topic lately due to the popularity of this topic amongst the Republican Presidential Nominees, especially Donald Trump. These illegal immigrants bring various things to this country when they come. Some things are positive, such as a family simply seeking to find a better life, while some things are harmful to the United States, such as the amount of crime among illegal immigrants. In July 2015, the most recen t estimate of illegal immigrants was 11.2 million. ThisRead MoreIllegal Immigrants And Illegal Immigration1286 Words   |  6 Pages Undocumented Immigration An analysis of illegal immigration in the United States reveals one challenge facing the banks and other institutions: whether to provide banking and other services to the illegal immigrants or to treat them as criminals because they are illegal and therefore, not to provide them with banking and other services. The articles, â€Å"Crossing the Line† by Stein and â€Å"Illegal Immigrants – They’re Money,† by Rodriguez discuss the impact of illegal immigration in the United StatesRead MoreIllegal Immigration And Illegal Immigrants1335 Words   |  6 PagesIllegal immigration has been one of the main topics during the last three presidential election. Many bills and laws have been passed in order to keep them out but is it really necessary to neglect illegal immigrant? Most Americans believe that illegal immigrants are only people of Mexicans or Latin American descent but illegal immigrants can be from any race or country. Illegal immigration is defined by United States Department of Homeland Security as â€Å"†¦ all foreign-born non-citizens who are notRead MoreIllegal Immigrants : Illegal Immigration1155 Words   |  5 PagesIntroduction Illegal Immigration is a huge topic especially in 2017, bringing in different aspects about illegal immigrants. Illegal immigrants are told to be killers, drug dealers, job stealers and whom also hurt the U.S. economy. Is this true? Could it possibly be that they do all of this to hurt the United States? Or could it be that they truly come here for the American Dream? On one side of people’s perspectives illegal immigrants come here to help provide for their family and don’t takeRead MoreIllegal Immigrants And Illegal Immigration1100 Words   |  5 PagesIllegal immigration Over the past few years illegal immigration has become a bigger problem. Statistics reveal that more and more immigrants are entering the country illegally by crossing the borders. If something is not done soon, this may get out of hand and be to gone far not to handle. The number of illegal immigrants have gone up over the past years drastically In 2011, there were 40 million immigrants in the U.S. Of that 11.1 million were illegal. Although the number of illegal

Marriage vs Living Together free essay sample

Marriage vs Living Together Marriage is the legal union of a man and woman as husband and wife. It is also defined as the union between two people that are recognized by cultural or religious tradition. Older generations would feel that living together was disgraceful. The only way that living together was seen as acceptable was to be married. There are several differences between being married and living together such as the status in the government, status in the religious community, and status in each others eyes and each others families eyes. Television writers and producers are slowly making pop culture more diverse, but that does not mean every non-white character on television represents a step forward. Some programs seem not to do anything but pump racial stereotypes into the public eye. From geeky and pathetic Asian characters to a biracial genie who is literally an object in a white lady’s house. We will write a custom essay sample on Marriage vs Living Together or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Another example would be from the show called , â€Å"Rob Schneider†, This new comedy is about Rob Schneider’s character attempting to connect with his wife’s large Mexican family, most of whom do not like him. It seems as though he’s supposed to be a sort of Archie Bunker character who makes awful stereotypical jokes and then is promptly dismissed by, you know, reality, but in this world the stereotypes seem to be true – the members of Maggie’s family are almost entirely defined by their Mexican-ness, right down to the mute, diminutive grandmother with a shrine to Jesus in her bedroom. We’re all for more Latino characters in primetime, but this is a pretty horrifying way to do It. (Victoria Mcnally, mar. , 2012) Children movies, television shows, and commercials are not immune to the typical racial stereotyping. In our increasingly ever-changing society, children are deeply drawn into television viewing and their consumption of television programming varies by ethnicity. Ethnic portrayal in children’s advertising is an important public policy and self-regulatory topic that may influence children’s self-perception and brand perception. Another show that promotes stereotypical behavior in television programing would be the Glee Club, that s essentially a show about the performing arts and the arts have always had an association (earned or perceived) as being gay friendly. If a guy tells someone that they are a dancer, they will assume he is gay. Glee stereotypically has gay characters. In conclusion, even commercials such as tide have shown racial stereotypical antidotes in them for example have you seen the latest Tide commercial where a â€Å"sassy black woman† is sitting on a bench getting very annoyed with being told she cannot wear white jeans after Labor Day. She actually gets up, starts with the neck swivel and the hand, and says she will do whatever she wants because Tide will keep her jeans white, â€Å"Not white-ish, not eggshell, and not ecru, whatever that is. † But pure white. Just another way of showing that no matter what genre of television programming, stereotyping is a part of it. Mostly due to television trying to appeal to different types of audiences to include ethnicity, sex and age.

K-Mart Stores Essays - Walmart, Sears Holdings, Retailing

K-Mart Stores K-mart Stores K-mart's upper management is attempting to bring K-mart upmarket without losing the chain's discount image. The goal is to change the store's image from a no-frills discount store to a retailer of quality, brand-name merchandise offered in modern, attractive displays. K-mart is attempting to change with its typical customers, who are now more educated and sophisticated than earlier in the store's history. K-mart assembled a senior management team to evaluate the impacts that emerging social, economic and political changes in the United States would have on the future of the business. This team was called the F-Team. Once the F-Team completed it's report, K-mart management asked for specific marketing strategies to address each scenario from the F-Team's report. Of all items in the report, America's changing social class and income structure is of particular importance. The primary customer base for K-mart has been the middle class group. This group comprises about 32 percent of the population. Members of this group often buy products that are popular and trendy. They tend to be very concerned with fashion. Middle class size is in decline due to the influences of international competition. There is increased competition between countries for the labor pool. Third world workers are willing to accept wages that are up to a third less than United States workers will accept for the same tasks. American labor premium is disappearing, causing a significant downward mobility and an associated diminution of living standards and purchasing power. The group affected is K-mart's predominate customer base. This is cause of great concern to the upper management. According to the case study, this scenario will place the top group in the new social structure of the United States at about 25 percent of households, while the bottom will represent close to 65 percent. The bottom (K-mart's customers) will suffer decrease purchasing power as a result of this shift. Upper management must create a public image makeover in order to attract customers from the smaller, but more affluent upper middle class. Proper decisions by upper management will have the desired impact on imaging and positioning. This will cause K-mart to occupy a distinctive place in the target market's mind. The goals must be carefully set in order to attract customers with higher incomes, and at the same time, not alienate those already shopping at discount stores. New programs designed to help change the store's image include: 1. A new advertising campaign in which designer Martha Stewart uses K-mart products to decorate her farmhouse 2. Use of pro golfer Fuzzy Zoeller in ads to promote golf equipment 3. Co-sponsorship of a race car driven by Mario Andretti 4. In-store greeters and a toll-free customer response number. K-mart has also been working to be identified with fashion. Everything the stores carry will be considered fashionable, chic and popular. According to the case study, the efforts towards this goal have been successful. K-mart increased sales by 7.8 percent during 1992. The nature and extent of change will be decided by upper management and formulated in the offices of K-mart's headquarters, where the retailer's management team will evaluate every aspect of the company's operations. A revival is not implausible. After all, K-mart follows in the footsteps of such chains as Sears, JCPenney, and Montgomery Ward, all of which have accomplished turnaround feats of impressive magnitude. But despite the evidence of past turnarounds by similarly beleaguered chains, the thought of K-mart making such a radical change successfully seems remote. After all, generations of customers have the image of K-mart as a cheap discount store burned into their brains. The blue light specials invoke images of desperate shoppers madly running into or over each other to get their special buy. That image will most easily be changed in the children of K-marts present shoppers. K-mart's chief attribute in the highly competitive discount store arena is convenient locations. Unfortunately, location alone may not be enough for the Troy, Michigan-based retailer that invented discount store retailing 33 years ago. K-mart needs more; it needs a new focus and a new image, and it needs them quickly. At a similarly difficult juncture in Sears' history, the Chicago-based retailer had more going for it than does K-mart. Sears chairman Ed Brennan hired

Witchcraft Religion Essay Example For Students

Witchcraft Religion Essay Since in this view, societal needs are mediated by individual agents responding, holding attitudes, and acting such a need fulfillment theory reduces to a psychological one. Every important custom has its pragmatic or emotional value for some members of the society, or else it falls into disuse and is forgotten. To reduce all actions to satisfying needs seems slightly simplistic. Many customs are observed today despite their original function now being long obsolete: no doubt many convinced atheists still throw spilt salt over their left shoulder, but in no way believe that this is because Beelzebub himself is standing behind them. We will write a custom essay on Witchcraft Religion specifically for you for only $16.38 $13.9/page Order now Furthermore, conclusions based upon the psychological makeup of people in the distant past are problematical because it is very hard to make the jump from what the sources tell us to what assumptions about the world actually lay behind them. As much as the anthropologist, studying cultures which are distant in space, the historian studying cultures distant in time must overcome a considerable difference in language, where the subtler meanings of words may be lost on the outside observer. Thomas does attempt to recreate the mental world of witch belief, and probably gets close to how it actually was, but there is no way of absolutely verifying his ideas. As such, with his anthropologically-informed conclusions resting at least in part upon his reconstruction of past mentalities, Thomas conclusions seem to have a potentially weak foundation. Religion and the Decline of Magic undoubtedly profits in some way at least from its borrowings from anthropology. Some of its main conclusions owe much to anthropological conclusions, and these are not simply forced upon history without the cross-examination of historical evidence. In the last resort this is a work of history drawing upon anthropology, not of anthropological conclusions imposed upon the past as part of some general positivist scheme. It is, however, far from perfect. The examples used, while numerous, are given in a sentence or two, which cannot hope to relate the full implications of the source being employed, and might simply be distortions of the facts to back up the scheme Thomas attempts to describe. The whole survey seems slightly lopsided as a result of the consideration of mainly anthropologically-informed conclusions, and some of the conclusions which he does draw seem to have their share of weaknesses. All of this is harsh criticism, though, especially as very few books (and this would be one of them) claim to tell the whole story. Thomas does show that anthropology can open up a number of routes of enquiry which may well have been obscure to conventional historians, and indeed to shed light on historical events. He may have gone a little too far in his borrowings, but he does not write bad history by any means. In the opinion of E. P. Thompson, Religion and the Decline of Magic is, an immensely important and stimulating book BIBLIOGRAPHY G. R. Elton, The Practice of History (London 1987) C. Geertz, The Interpretation of Cultures (London 1993) H. Geertz, An Anthropology of religion and Magic, Journal of Interdisciplinary History, 6 (1975) K. Thomas, History and Anthropology, Past and Present, 24 (1963) K. Thomas, Religion and the Decline of Magic (London 1971) E. P. Thompson, Anthropology and the Discipline of Historical Context, Midland History, 1 (1971).

Marketing Objectives How to Set Them in Six Steps - CoSchedule

Marketing Objectives How to Set Them in Six Steps Marketing objectives are the foundation of any good marketing strategy. Imagine youre leading a marketing team (even a sub-team within your department) and have no means of communicating the specific numbers all of their work is meant to influence. Your team would likely do things they think are for the best interest of the company (but everyone would feel siloed because everyone would be doing their own thing) wonder how their efforts are actually paying off in the long run (because they have no reason to measure how what they do is influencing actual results) look to you for guidance (because the success of your team lies on your ability to communicate why theyre working on something, and not how to do it) Marketing objectives help your team by giving measurable KPIs they can directly influence through their work, which, if influenced well, results in meeting goals. In this sense, marketing objectives guide your team to develop and execute the best ideas that will make your goals a reality. However, setting those marketing objectives is not an easy task. What constitutes a goal vs. an objective? How do you know if you’ve selected the right ones? Table of Contents Free Marketing Objectives + Google Analytics Guide What Are Marketing Objectives? Why Do Marketing Objectives Matter? 17 Goals And Marketing Objective Examples How To Set Up Your Marketing Objectives In 6 Steps Step One: Remember Your Mission Statement. Step Two: Set Your Marketing Objectives. Step Three: Tie Your Marketing Goals Into Your Marketing Objectives. Step Four: Develop A Marketing Strategy. Step Five: Align Your Marketing Goals With Your Marketing Funnel. Step Six: Measure And Report Your Progress. Get Your Free Guide: Tracking Marketing Objectives in Google Analytics This article walks you through what marketing objectives are, explains how to set (and measure) them, and offers some examples of objectives a business like yours might select. As you begin communicating your objectives to your team, youll need methods for measuring them. Google Analytics is one of the best (and easiest) tools to measure your objectives (at least at first). The free guide that complements this article helps you: Implement the tactics youll learn throughout this article step by step so you can put your knowledge into practice immediately. Consider it a worksheet to follow along as you read this article so by the time youre done, youll have a solid start on setting your objectives. Create Goals in Google Analytics so you can put real numbers to the work you do. Doing without measuring doesnt actually accomplish anything (from a business perspective). So use these step-by-step, easy-to-follow instructions to understand the value everything you publish provides. So download your free marketing objectives guide now! 😉 How to Set Clear Marketing Objectives In Six Simple StepsAlright, now that you have your guide to follow along, let's get started! What Are Marketing Objectives? There are many different definitions of marketing objectives.   For our purposes, here’s the definition we’ll use: â€Å"A marketing objective assigns aspirational measurable values to your goals so that your team may better understand how what they do directly impacts business outcomes." Really quick... if you're wondering what the difference between a marketing goal and a marketing objective are, here's an example: Goal: "{Company} must be perceived as a leader in the {industry} market so that we may increase market share, which ultimately drives revenue growth." This is what you want. vs. Objective: "{Company} will increase share of voice by 20% by the end of Q3." This is how you'll know if you've been successful at influencing that goal. With objectives, your team may better come up with ideas to influence a specific metric that results in making the goal a reality. Why Do Marketing Objectives Matter? Marketing objectives are the endpoints of your marketing strategy. They give your team a direction and a goal to work towards. They also help show what’s working by giving you something concrete to measure your progress  against. Finally, establishing clear objectives is important for determining which specific marketing tactics and tasks  you’ll execute to achieve them. 17 Goals And Marketing Objective Examples If you’re in the process of setting your new objectives, here are some goal and objective examples to help get you started:Goal Example Marketing Objective Example 1 Improve brand reputation Gain and retain a 90% positive share of voice by the end of the calendar year so that prospective customers know, like, and trust us. 2 Increase brand presence Publish 4 articles every month on external sources our target audience follows to increase brand presence. 3 Optimize brand positioning Define brand positioning statement and communication frameworks by the end of the month so that our team understands our strategic differentiators from the competition. 4 Increase traffic Test three new traffic generation methods every month to increase traffic month over month by 3%. 5 Increase suspect pipeline Increase website conversion rates by 2% by the end of Q2 so that we increase the number of suspects in our marketing to sales pipeline from 500 to 510. 6 Diversify lead sources Test two new lead generation sources every month in fiscal year 2020 to find at least two successful methods of generating new demand that we will implement by the end of 2021. 7 Acquire more prospects from existing market Implement content upgrades into every blog post by the end of the calendar year to turn 30% of our website visitors into prospective sales leads. 8 Launch product Define the go-to-market strategy for Product A by the end of the week so that the team can create all content before the launch date. 9 Improve product quality Launch Product A by the end of the month with zero bugs. 10 Acquire more customers from existing market Implement off-site tactics to acquire 5% more customers month over month by the end of the fiscal year. 11 Break into new markets Research the competition in Market A by the end of Q1 so that we understand how to differentiate Product A positioning to win new marketshare. 12 Retain existing customers Reduce bugs to zero for every feature launch so that user churn decreases to 3% by the end of Q4. 13 Increase efficiency Publish four blog posts every week by the end of the calendar year. 14 Increase revenue Launch four new products by the end of the fiscal year to increase revenue. 15 Increase profit margin Improve brand positioning on ten existing products by the end of the calendar year to increase product value so that we may increase prices for those product lines. 16 Improve customer experience Reduce user experience challenges in Product A to improve net promoter scores (NPS) to 70%+. 17 Improve customer advocacy Implement a customer ambassador program by the end of the calendar year so that our best customers introduce our product to new prospective customers. How To Set Up Your Marketing Objectives In 6 Steps Now that you know what marketing objectives are and have seen a few examples for yourself, you can begin the process of setting up your own. Here’s how to do it in six steps: Step One: Remember Your Mission Statement. Step Two: Set Your Marketing Objectives. Step Three: Tie Your Marketing Goals Into Your Marketing Objectives. Step Four: Develop A Marketing Strategy. Step Five: Align Your Marketing Goals With Your Marketing Funnel. Step Six: Measure And Report Your Progress. Before we begin, let’s set the stage. This example will focus on a fictitious bookstore called â€Å"Reading Nook Bookstore.† Two different marketers are part of this story, Peter and Natalie. Peter is a new marketing strategist at Reading Nook Bookstore. Natalie is the marketing director and has been at Reading Nook Bookstore for five years. Let’s begin. So, how exactly do you set marketing objectives? Learn everything you need to know here. Step One: Remind Your Team Of Your Mission Statement Peter is about to begin work with Natalie on setting next year’s marketing objectives. Peter is new to this process, so Natalie decided to walk him through how setting up marketing objectives works. The first step in this process is reviewing the mission statement of your organization. Natalie pulled up the Reading Nook Bookstore website and showed Peter the following mission statement: â€Å"The goal of Reading Nook Bookstore is to inspire and nurture the love of reading across generations of families.† As you begin to work on your marketing objectives, remember your mission statement. If you get stuck, refer back to your statement and ask yourself: â€Å"If we complete this objective, how does it help fulfill our mission?† Step Two: Set Your Marketing Objectives When you’re setting up your objectives, the first thing you need to focus on is answering this question: What is your overarching marketing objective? Your overarching objective should be the end goal that your marketing team wants to achieve by a certain time. This is the driving force behind every other objective and goal that you set. This also means that your objective should be broad enough to give you plenty of room to work out your entire marketing strategy. Now that Peter and Natalie have their overarching marketing objective, their next step is to set the rest of their marketing goals. Here are some goals they might set to achieve their objective: Increase the conversion rate of their audience by 25% in one year. Double the number of purchases by 18- to 35-year-olds by June 2021. Increase average in-store purchase value from $10 to $35 in one year. Each one of these goals has something important in common. They have a specific numerical data point that must be met by an end date. Step Three: Tie Your SMART Marketing Goals Into Your Marketing Objectives The next step in Peter and Natalie’s marketing objective process is to create their SMART marketing goals. Marketing goals differ a bit from marketing objectives. Marketing objectives are the overarching outcomes you want to achieve, which you set for your team. Marketing goals are the stepping stones you need to complete to reach your objective. Your goals should be the specific building blocks that help you reach your initial objectives. Each one should build off the other like this: So let’s take the marketing objectives that Natalie and Peter created earlier and set a series of marketing goals that revolve around each one. Their first objective was: Increase online conversion rate by 25% in one year. Some marketing goals that Natalie and Peter could set are: Increase the ranking of 10 landing pages to the top three spots on Google by optimizing them for specific keywords. Decrease abandoned shopping carts by 50%. The second objective Peter and Natalie need to set marketing goals for is: Double the size of our 18- to 35-year-old audience by June 2021. Examples of goals that Peter and Natalie could set might include: Creating an active presence on Instagram and Snapchat with each account having over 1,000 followers by the end of June 2018. Host a book club with topics aimed to entice target audience with 2,000 active members by March 2021. Their third objective that Natalie and Peter need to set goals for is: Increase average in-store purchase value from$10 to $35 in one year. Example goals for this post could be: Host book club Meetups in the store to increase in-store traffic by 30%. Market in the most trafficked areas of the store to increase new in-store membership signups by 25%. Each of the goals and its parent objective relates back to the overarching goal of increasing the revenue of Reading Nook Bookstore by three million dollars. Connect your #marketing objectives to your overall business objectives. Step Four: Set Up A Marketing Strategy The next step in your marketing objective process is to set up your marketing strategy. The strategy that you set up will help you reach your objective. The marketing strategy that Reading Nook Bookstore will execute involves: Creating a blog to help generate leads from helpful and relevant content. Promote that content with social media and email newsletters. Use social media ads, Google PPC, and retargeting ads to reach new customers. DID YOU KNOW: can help you plan and execute your entire strategy on one marketing calendar? See how with this live demo recap video. Step Five: Match Your Marketing Goals To Your Marketing Funnel The next step in your process is setting up a series of marketing goals that help guide potential customers to purchasing your product. A marketing funnel will usually look something like this: Awareness:  The awareness stage is letting your target audience know that you exist. This could be from reading your blog, seeing your social media ads, or stumbling across a PPC ad. Interest:  The interest stage involves getting your target audience to connect with your content. Here your potential customers would become more invested in your content by subscribing to your email list. Consideration:  This is the nurturing part of your funnel. It helps connect the solution your company offers to the problems your audience is experiencing. Your marketers would be sending a series of emails to help start nurturing them to learn more about your product. Intent:  This is the first part of the sales stage of your marketing funnel. Here is where all of your solutions will be laid out in front of your new potential customers. This is where your sales team will step in to talk to potential customers. Evaluation:  Your target audience will evaluate what options have been presented to them by your sales team. At this point, your customers may return to their teams to discuss the information they found. Purchase:  Your audience buys your product. Each one on the funnel stages will have marketing goals that need to be met to move customers through the funnel. Here are some potential example goals for your marketing funnel. Depending on your funnel, your goals may change. Awareness Goal Examples: Gain 2,500 organic views for every blog post. Reach 500 people for every Facebook post. Interest Goal Examples: Get 3,000 new email subscribers a week. Gain 750 new social fans per month. Consideration Goal Examples: Get 50% of new customers in nurturing email follow. Qualify 50 new leads from the email list per week. Intent Goal Examples: Have 25 new sales calls a week. Evaluation Goal Examples: Write five bottom of the funnel marketing posts a month. Set up ten demo calls a month with potential customers. Purchase Goal Examples: Convert 75% of sales calls to purchases. Achieve an average order value of $50 or higher. Recommended Reading: How to Set Social Media Goals To Crush Your Business Objectives Step Six: Measure Progress Toward Your Objectives The last step is to figure out how you are going to measure and report on the progress. Before you even begin to build your reports, you and your boss need to determine how often you need to report your results. These could come weekly, monthly, bi-monthly, or quarterly. Once you’ve determined how often you’re going to create your report, you need to choose what metrics you’re going to track. These metrics will usually revolve around the goals you set for your team. If we were to choose a series of metrics based on our marketing funnel goals, they would look something like this. Awareness Metrics Example: Gain 2,500 organic views for every blog post  Ã¢â€ â€™ How many organic views do you get for each post? What is the average? Reach 500 people for every Facebook post sent → How many people does your Facebook post reach on average? What was the highest number of people reached? Interest Metrics Examples: Get 3,000 new email subscribers a week  Ã¢â€ â€™ How many new subscribers did we gain in this reporting period? What was the average? Gain 750 new social fans per month  Ã¢â€ â€™ How many fans did we gain in this reporting period? How many fans did we gain per social channel? Consideration Metrics Examples: Get 50% of new customers in nurturing email follow  Ã¢â€ â€™ How many new email subscribers entered the nurture email flow in the reporting period? Intent Metrics Examples: Have 25 new sales calls a week  Ã¢â€ â€™ How many new sales calls did we get in the reporting period? What is our average? Qualify 50 new leads from the email list per week  Ã¢â€ â€™ How many leads did you get in the reporting period? How many of them could be considered marketing qualified leads? Evaluation Metrics Examples: Write five bottom of the funnel marketing posts a month  Ã¢â€ â€™ How many leads came from your bottom of the funnel marketing posts? How often did they help convert customers? Set up ten demo calls a month with potential customers  Ã¢â€ â€™ How many demo calls were completed? How many of them converted into paying customers? Purchase Metrics Examples: Convert 75% of sales calls to purchases  Ã¢â€ â€™ What is the average purchase price from a sales call? How many calls converted? Achieve an average order value of $50 or higher  Ã¢â€ â€™ What is the order value for each call? What was the average in the reporting period? One free and widely-used option for objectives reporting is  Google Analytics. Google Analytics can help you find an enormous amount of data about your audience and overall online marketing performance. Other popular options include: Kissmetrics In-app social analytics Raven Tools Hubspot DataBox Adobe Analytics Learn how to build a better marketing report  to look like a genius to your boss. DID YOU KNOW: offers robust analytics to measure content and social media performance? Learn all about it here. Get Your 2018 Marketing Objectives Back On Track Now that Peter and Natalie (and you) have all the information you need, you can set your marketing goals and objectives to make this year your most successful year yet. Once you’re ready to move on to the execution phase of your marketing strategy, see how can help. Sign up for a demo  or start your free trial  now!

Cuban missile crisis Essay Example | Topics and Well Written Essays - 1750 words

Cuban missile crisis - Essay Example It is estimated that about 9 million combatants were killed during the war (Garthoff 89). The end of World War one paved way for World War two which began in the year 1939. This is termed as the most deadly war in the world. It was during this war that the atomic bombing was used in Nagasaki and Hiroshima towns by the United States against the Japan Empire. It was the first historic time when the atomic bombs were used. The war ended after the Japan surrendered to its allies (Munton and David 56). Despite the end of the war, many countries developed hostilities with their enemies and designed new ways of attacking them. This study analyses the Cuban Missile crisis, which is termed as the crisis that almost sparked a nuclear war in the world. The Cuban missile crisis was thirteen days military and political standoff between US and the Soviet Union. The crisis occurred in the year 1962 when John F. Kennedy was the president of the United States. Soviet Union had installed nuclear-armed missiles in Cuba. The move by the Soviet Union was intended to counter the emerging leadership of the United States as a leader in missile development and deployment. The Soviet Union used Cuba, which was its closest ally, to install missiles, before the United States intelligence officer detected it (Munton and David 56). After realizing the threat that was posed by the Soviet Union to its security, the United States developed a scheme to attack the region with the missiles. They also developed a splendid plan in which they would counteract the transportation of the missiles from Soviet Union to Cuba. This led to a military and political standoff, between the two states. Finally, they reached an agreement where Soviet Union agreed to remove its missiles from Cuba while the US agreed to withdraw of its threat to Cuba. This paper shall analyses the background of the crisis, how the crisis transpired and how the crisis ended. The Cuba missile led to an international