In order to appraise the new ideas in marketing and particularly in the areas of consumer behaviour and marketing communications, one should initially outline some challenges faced by a number of fundamental marketing concepts as well as by the marketing as a discipline. Micro-marketing, maxi-marketing, database marketing, new marketing, wrap-around marketing, value-added marketing, relationship marketing and neo-marketing are but a few variations of today's marketing. The very fact that there are so many offshoots is explanative of the eventual disintegration of the science marketing as we know it from the Kotler's books.
The major marketing concept of customer orientation still seems to be a valid reference point. In the contemporary over-informed, over-stressed and hedonistic consumer society the customer is the one who decides to purchase a product, to be loyal to a brand or to switch to a competitor. We may agree, therefore, that "the need for such a [customer] focus has not changed" (Holland and Baker, 2001:44). The exchange value concept, however, might have been rendered obsolete by the "postmodern manoeuvre in marketing and consumer research" (Brown, in Baker, 2003:25). Let us assume that value may be created "during consumption, in sign-value" and not in "exchange-value, as modern economists claimed" (Baudrillard, in Firat and Venkatesh, 1993:235). In such a way the emphasis is on the customer's personal experience and on the view, that "the value of consumption comes from the consumer experience" (Addis and Podesta, 2005:404).
According to the traditional theory, consumers are identified, targeted and acquired through a set of strategic tools such as segmentation, targeting and positioning. Different techniques and approaches based on statistical, "psychological, sociological, and economic principles and models" (Addis and Podesta, 2005:389) have been employed in service of these concepts. While these techniques are still in use, a number of processes and mainly the fragmentation of markets will gradually render the traditional bases of segmentation (demographics and psychographics) questionable and "even the more recent typologies" like VALS will be "less and less useful" (Firat and Shultz II, 1997:196).
Additional challenges faced by marketing research specialists poses the fact that "within the field of qualitative research it is widely recognised that there is no single uniform manner for representing consumer experiences" in postmodern, consumer society (Goulding, 2003:152). The typical roles of researcher and respondent have also changed and the research process is characterised by increased collaboration. Furthermore, the Internet demands that researchers adjust to the new forms of communication by adopting new methods such as "lurking", "online community", "netnography" and others (Cova and Pace, 2006:1092).
As a result, in today's fragmented markets reality where "segments are breaking up into individual customers" (Firat and Shultz II, 1997:196), "the modern tools of sociological analysis" become outdated (Cova 1996:19). While quantitative research is still widely in use, an array of qualitative techniques are been preferred to "fill the gap" in the knowledge about the postmodern consumer. Among the most frequently mentioned are ethnography, fiction, discourse analysis, personal introspection, and in-depth interviewing (Addis and Podesta, 2005:406).
Since purchases, branding and communications are all moving online, scholars have begun defining the Internet Marketing Segmentation (IMS). One such definition follows:
"IMS is the use of current information technology to classify potential or actual online customers into groups in which the consumers have similar requirements and characteristics" (Lin et al., 2004:602).
Definitions of that sort, alluring as they may look, are simply old concepts in new clothes and some make-up. More important is that new approaches like online ethnography, or netnography are being increasingly used as appropriate research methods (Cova and Pace, 2006; Maclaran and Catterall, 2002). Companies would need to resort to guerrilla tactics and employ people proficient in areas such as online community engineering. Phenomena like brand hijack (Cova and Pace, 2006:1094) and decisions on how much power should be given to consumers will eventually speed up the trends that shape contemporary research.
The marketing communication concepts of mass marketing and mass advertising have also been a subject to considerable revision. The so-called mass customisation has been boosted by the use of email marketing, database marketing, RSS and others. The processes of fragmentation and post-consolidation have given birth to new concepts like tribal marketing (Cova, 1996:21). Mass advertising and the one-to-many, one-way linear communications have given way to one-to-one, many-to-many, two-way, non-linear communication flow (Holt, 2002; Maclaran and Catterall, 2002). The Internet has brought also the idea of suck as opposed to the traditional push and pull (Travis, 2001:16). The levels of interactivity have changed "the nature of advertising from persuasion to relationships" (Philport and Arbittier, 1997:75) and the efficacy of advertising itself has been questioned. The title of the article "Stop Advertising - Start Staging Marketing Experiences" by Pine II and Gilmore (Strategic Horizons LLP, accessed 10th January 2009) is self-explanatory.
Schmitt (1999:53) argues that three trends in the broad commercial environment have caused a paradigm shift from traditional "features-and-benefits" marketing toward "experiential marketing":
- The omnipresence of information technology;
- The supremacy of the brand;
- The ubiquity of communications and entertainment.
While agreeing with Schmitt's ideas I would also add to the frame the influence of postmodern consumer behaviour. Therefore, reference points for future research are:
- Postmodern condition;
- Experiential marketing;
- Internet as a new branding tool;
- Customer-based brand equity.
Schmitt, B. (1999). Experiential Marketing, Journal of Marketing Management, Vol. 15, No. 1-3, pp. 53-67.Boyan Yordanof is in the tourism business since 1996. His main interests are in Internet Marketing and more specifically Branding in the Hospitality Industry. Boyan is an Internet Marketing Executive at RIU Seabank Hotel MaltaPersonal URL: http://www.yordanof.com
Question... Help its for a geography? 33. Seismologists predict that this geological feature will be the site of a massive earthquake in North America.
(1 point)
San Andreas Fault Wasatch Fault
Cocos Plate
Aleutian Trench
34. In which North American city is French spoken as the common language?
(1 point)
New Orleans
Miami
Montreal Toronto
35. When comparing Mexico with the United States political systems, (1 point)
Mexican presidents can serve up to four terms as leader.
Mexican presidents can be reelected based on outstanding job performance.
Mexican presidents cannot be reelected after serving six years, regardless of job performance.
the length of presidency among Mexican and U.S. presidents is identical.
36. In 1994, the U.S., Canada, and Mexico joined to form the largest free trade area in the world, known as
(1 point)
UNESCO.
NATO.
NAFTA.
CARICOM.
37. Which body of water joins the southeastern Pacific and the southwestern Atlantic oceans?
(1 point)
Strait of Gibraltar
Magellan Passage
Panama Canal
Drake Passage 38. This dictator and commander of Chile’s army ruled the country from 1973 to 1990.
(1 point)
Salvador Allende
Hugo Chavez
Augusto Pinochet
Fidel Castro
39. Which statement most accurately describes the economic trends facing Australia during the 21st century?
(1 point)
Industrial society is expanding and the amount of wealth generated from agriculture is non-existent. Agricultural society is expanding while the amount of wealth generated from Industrialization is shrinking. Industrial society is expanding, but the majority of the wealth is still generated from agriculture and mining.
Equal wealth is generated between factory production and agricultural production.
40. Currently how many humans are born on the planet each year?
(1 point)
25 million
40 million
50 million
75 million 41. Unlike most of the Asian population, most Europeans live (1 point)
in suburbia.
in cities. in rural areas.
away from water.
42. In what stage of the demographic transition does the U.S. fall?
(1 point)
Zero growth Low growth
High growth
Moderate growth
43. What event instigated the current population explosion?
(1 point)
the Agricultural Revolution
the discovery of penicillin’s antibiotic properties
World War II
the Industrial Revolution 44. To increase the production of crops, India relies on this. (1 point)
elimination of immigration restriction laws
existing bartering systems
advanced methods of irrigation
increased use of plant fertilizers
45. This is the main human activity that contributes to global warming.
(1 point)
massive dumping of pesticides into the world’s oceans
high demand and depletion of the world’s oil supply
frequent burning of fossil fuels due to the increase in vehicle usage globally
increased levels of chlorine poured into the shorelines
46. Without the greenhouse effect, Earth would (1 point)
be unable to sustain life. eventually experience a return of normal global climates.
soon have slightly cooler average temperatures.
be incinerated by the heat of the sun.
47. Which chemical is a byproduct of burning fossil fuels, waste decomposition, and certain types of agriculture?
(1 point)
carbon dioxide
nitrous oxide
chlorofluorocarbon
methane 48. Natural increase can be best defined as
(1 point)
population growth that occurs due to people’s desire to migrate to more desirable locations.
population growth that occurs due to an increase in births. population growth that occurs due to advances in the medical field which will diminish fatal sicknesses. population growth that occurs due to favorable climatic and weather patterns in a region. 49. Which international initiative aims to put the human race on a path of sustainability?
(1 point)
The Earth Summit
Agenda 21 Kyoto Protocol
Dashboard of Sustainability
50. The Communist concept of collectivism in China has
(1 point)
declined as private enterprise has fostered a booming economy.
been reinforced due to increased levels of poverty. been maintained due to strong, Chinese religious beliefs. been forced onto many Chinese peasants by the government because they have little wealth.
Answers...
Answer by Cube
I apologise for not giving you an answer but do it yourself. You cannot learn if someone does your entire homework for you.
Answer by algae
You probably could have googled the answers in the amount of time it took you to type this question up. The first two answers are San Andreas and Montreal, but I'm not even going to look at the rest of the questions because there are too many!
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