Introductory Marketing Essay

Case studies are a great way to learn marketing – applying what you have learned to a business situation will help you to understand the concepts well. This term we will analyze cases in two ways – in class, and as written case assignments to be handed in. IN-CLASS CASES: Your text contains cases to be discussed in class. It is essential that you read and prepare the case at the end of each chapter, when that chapter is assigned on the course schedule. Prepare your answers to the questions asked in the case, and have some answers formulated before you come to class. Everyone will be expected to be familiar with the case on the day for which the chapter it is in is assigned, and everyone will be expected to have formulated some comments and insights. CASES TO BE HANDED IN: Here is a list of the case assignments to be handed in and marked: Case 1 – Tablet War: RIM’s Playbook Versus Apple’s iPad, p.29, questions 1-4 Case 2 – Weight Watchers Versus Jenny Craig, p.177, questions 1-4 Case 3 – Puttin’ on the Ritz, p.346, please add a 4th question: 4.) Explain the marketing research process for a project designed to measure customer satisfaction with the Ritz-Carlton. Case 4 – Dove Widens Definition of Real Women†¦.and Men, p.486, questions 1-4 Case Assignment Guidelines: †¢ Cases should be no more than one page in length – no title page. Only one page will be marked! †¢ Cases are to be handed to the instructor personally, in class, on their due date. †¢ Two out of the scheduled cases will be selected by the instructor for marks – if you hand in all 4 cases, you will receive your two best marks; if you hand in 3 of the 4 cases, you will receive your best mark for one, and zero for the other; if you hand in 2 or less cases, you will get no marks for cases †¢ Copies should be kept of all work submitted. †¢ Read the case through, read the questions, and read the case again before you start to develop your answers. Spend some time on the company website getting to know the brand and its’ business from a marketing perspective. †¢ Answer as though you were a marketing executive, not a consumer. †¢ Use marketing words and terminology, not terms like â€Å"stuff† and â€Å"things†. Make each thought and sentence count – and make each simple and to-the-point. Avoid extra words or â€Å"filler† material. †¢ In a 1-page case analysis, you do not need quotes, nor do you need to repeat facts from the case write-up, keep your language succinct. †¢ Write your cases with a business writing style – short and to the point as opposed to an academic writing style – which is more of an essay format. †¢ Communicate well – use interesting sentences, correct grammar and spelling, accurate syntax. †¢ At the end of the analysis, give your own opinion, analysis or outlook. †¢ If your case is late it will be given a mark of zero. Marking: After you have submitted your case and your instructor has reviewed it, you will mark your case, out of 100%, using the type of marking scheme indicated in the chart below.

Changing Face of Indian Advertising Mascots

Air India’s Maharaja which came into existence in the year 1946 and the Amul girl in 1967 are the mascots which captured the hearts of one and all in India. These mascots caught the attention of the consumers as they were charming and connected well with the consumers. Indian corporate have also seen few other mascots like Fido the cool swanky doodle of 7 Up, doughboy the sweet little butler of Godrej Pillsbury, Gattu who build brand Asian Paint, Chintamani who endorsed ICICI, Sunny who is creating magic with Sunfeast. The success of these mascots can be qualified by, the increase in the brand value of these brands consumer connect. Decline of mascot power The Indian market grew at a fast pace in nineties everything from pencils to cars, salt to luxury goods required an advertising campaign this was the time when we saw emergence of celebrity advertising and mascots lost their appeal. We also lived in a time when there was no argument regarding the fact that a celebrity can make or break a brand. The pampering and recognition given to the celebrity in the marketing of the product in some cases was even greater than the product itself. The advertising world, during this time strongly believed that the celebrities transfer their success, personality, status and power to the brand. They attributed reasons for the growth of celebrity endorsements to: †¢ Create great brand awareness for product †¢ Sustaining the brand image †¢ Stimulating and reviving brands †¢ Product association However, the advertising world also realized that many brand ambassadors does not practice what they preach and sometimes controversies and unpleasant incidents connected with the celebrity causes damage. It is also observed that over exposure and multiple endorsements too can damage the image of product. The Indian market which is saturated with celebrity endorsements has seen emergence of the mascots. Emergence of the mascots The courage and optimism that common man of R. K. Laxman portrays and a middle-class Indian, that Chintamani portrays is certainly unmatched but the new age mascots are more attractive, and trendy. The advertisers have become more creative with the use of animation. The new age mascots have a lasting appeal and create a whole new persona for the product. They manage the product as efficiently as a celebrity. Moreover, in the current marketing scenario when the celebrity charisma diminishing away the world of advertising is turning back to mascots. Celebrities get associated with too many products and therefore it is difficult to relate them with one particular brand, which is not the case with the mascots. For an example Shahrukh Khan endorse brands such as Pepsi, Airtel, Santro, Emami , and many more but Fido is just associated with 7Up. The strength of mascots lies in its uniqueness, and its power of effectively communicating the ethos of the brand like, Chintamani solves all our worries related to tax savings and good returns paving a new way for no chinta, Share Khan tell us how to smartly invest in stocks and reap rich dividends, Gattu with the brush in his hand and the smile on his face passes the message that a bright coat of paint will brighten up the house. Moreover the mascots are not as expensive as celebrities. The cost of creating these characters is as low as development of a normal commercial. Lowe Advertising creative director Delna Sethna claims that the first Chintamani ad cost around Rs 7 lakh. Moreover, the animated characters also give more scope for creative-flexibility. Mascots are dynamic and they adapt with changing times. We should acknowledge how the Amul girl in polka dots has changed overtime, and Fido has makeovers with the changing time. The advertising world has also observed that the popularity of any mascot is not only based on the response they get, but also depend on the fact that these faces have a higher recall value. Conclusion The Amul girl was born in 1967 is still a popular mascot. She may soon enter into the Guinness Book of World Records as the oldest campaign to survive in the market. This goes on to prove that the mascots are more appropriate brand ambassadors. The impact and success of the mascot, depends on how effectively it conveys the brand values and the ideals that consumers would associate with.

Transformational Leaders Assignment Example | Topics and Well Written Essays - 500 words

Transformational Leaders - Assignment Example They act as role models, thereby demonstrating integrity in their working relationships. Moreover, they challenge themselves and their colleagues to higher levels of morality and motivation. They set clear goals, have high expectations in addition to encouraging and supporting their teammates. Not only do they stir the emotions of their co-players, they also get them to look beyond their self-interest and inspire them to reach the improbable (Bass & Riggio, 2006). Nelson Mandela did all the above for South Africa. He gave his people hope during a very difficult period and brought about democracy after years of apartheid. Transformational leaders make decisions bearing their teammates in mind. They do not enter leadership positions to meet their own selfish agendas. Decisions made by such leaders are aimed at improving the situation at hand and coming up with solutions for current challenges. Nelson Mandela humbled himself and went to visit Widow Betsie Vorwoer in a bid to bring healing to South Africa despite staying in jail for 27 years. In addition, culture plays a role in transformational leaders. Take Mandela for instance the culture of apartheid in his country motivated him to fight against it. The present circumstance pushes such leaders to bring about change in the society that they live in. Leaders such as Socrates, Abraham, and Gandhi were all motivated by the ways of the society they lived in. I believe that I am a transformational leader. I came to this realization after leading the Red Cross team in raising money to visit a children’s home and donate food and necessities to the less fortunate in the society. I was able to mobilize my team members in addition to motivating them to do their best when we were in the field. I set certain goals some of which we were able to meet and the rest are in progress. I did not give up despite the challenges we faced. Our actions brought about change to those children and we plan to visit them

Competency to Stand Trial Research Paper Example | Topics and Well Written Essays - 1000 words

Competency to Stand Trial - Research Paper Example With the rise of felony arrest rates reported everywhere, the rate at which competency tests are sort for has increased as well. This scholarly paper will present an overview of competency laws and look at the need to have experts carrying out competency tests for the judicial systems. In the English common law, it was allowed lawfully for the arraignment, judgment, or execution of a person (capital offender) to be delayed (stayed) if the offender was or became completely insane (Hale, 1736, cited in Silten & Tulis, 1977, p. 1053). The law that is applied in the U.S was established during the case of Dusky v. United States in 1960. In the case of Dusky vs. the United States (1960), the Supreme Court ruled that it is not enough for the district judge to find that the defendant is oriented to time and place and has some recollection of events, but that the test must be whether he has sufficient present ability to consult with his lawyer with a reasonable degree of rational understanding -- and whether he has a rational as well as factual understanding of the proceedings against him.†(Steadman & Hartstone, 1983 p.402). The problem that is found in assessing and defining competency has led to a great number of interpretations of the Dusky case. Because the courts and legislatures have placed, the weight of doing this on mental health professional it is not a surprise that mental status issues have been played a major role in court proceedings. Research has shown that the presence of psychosis is not enough by itself to determine competency (Roesch & Golding, 1980). The background on competence has been extensively researched with some researchers and scholars arguing that competence has to be considered within the circumstance that it is to be used. This has been written extensively in a journal written by Golding and Roesch in 1988 where they write. â€Å"Mere presence of severe disturbance (a

Feminist Analysis of the Window by Deborah Eisenberg Essay

Feminist Analysis of the Window by Deborah Eisenberg - Essay Example The â€Å"Window† is one of the most challenging stories in the collection "Twilight of the Superheroes." This story sketches the quest of a clueless young woman, Kristina, who flees her hometown after her year out of high school. She seeks material security and starts working as a waitress in an Eden resort town with â€Å"white houses and gentle hills,† a â€Å"tender, miniature world.† She moves in with a couple, who after a few months wants Kristina to move out, to accommodate their new baby. To continue to be a part of the community, Kristina marries Eli who occasionally comes into town andtakes her to hisisolated cabin deep in the woods. Though the marriage gets off to a fine start, Kristina finds challenge in rearing Eli’s toddler son. Being isolated in the cabin, Kristina slowly realizes that Eli’s first wife eloped due to suffering due to domestic violence. Though Eli repents to for his abusive behavior, Kristina decides to run out of Eliâ €™s life, ‘kidnapping’ his son with her. She ends up with her estranged half-sister, from where she had originally fled in the beginning. The story is unfold in the mood of depressive reminiscence with its beginning and ending frames are fixed in Kristina’s half-sister’s home. These frames focused on the current situation of Kristina, where she is on a run low on money, and caring for Eli’s son, who has contracted an illness. ... We can see that Kristina is very confused and afraid while on the run and she expects and fears Eli’s anger and its impact on her future. In this story, Eisenberg is actively implying that there will be risk behind every decision, whether we will be able to see it or not. While providing us a detailed account of Kristina’s fall from youth and emergence into adulthood, Eisenberg also opens out a window in to her psyche, to reveal the fury of conflicting emotionssuppressed within her heart, bordering her on the verge of explosions. But Eisenberg’s character is neither too weak to go numb before the looming danger, nor is she rebellious enough to stand up and assert her individuality. Instead, she is a woman in conflict with her own demons, her emotions and she is trying to run away from her husband and the danger of being kept in captivity and abused all her life. But, we can find that Kristina is far more courageous than Eli’s first wife, who deserted her c hild with Eli for â€Å"unknown reasons†, as Kristina chooses to take the child with her, pretending to avoid the probability of Eli hunting her down. In the opening scene of "Window", we find Kristina and Alma drinking coffee engaged in small talks, while the toddler is playing. The tension in the story starts to surface only when we come to know that Kristina and Alma are the estranged sisters who are trying to move on from their reminiscent and depressing past by forcefully engaging themselves in small talks. The tension felt in the scene forces us to delve deeper in to the story, which then, slowly opens a window to the past life of Kristina. The rendering of the story goes smooth but it get its power from those things that are kept untold and hidden. Eisenberg unwinds her story

THE PERIOD 18811919 MARKED A FUNDAMENTAL CHANGE IN AMERICAN FORIENG Essay

THE PERIOD 18811919 MARKED A FUNDAMENTAL CHANGE IN AMERICAN FORIENG POLICY. EXPLAIN THE CHANGES THAT OCCURRED IN THIS PERIOD. WHY DID THESE CHANGES OCCUR THE - Essay Example They were so diverse that to unite them was very difficult. They engaged in strikes, politics to live better life. The industrialists employed low wage workers from small areas of the country and rest of the world. The low class people also needed some work to earn their living. This made people from various countries to migrate to United States. This migration caused a point of concern for the local skilled worker class. Thus protests were carried out against the migration and foreign policies to make some changes. Thus the worker class was divided into northern European skilled workers and southern and eastern unskilled European workers. This diversification was not only among the worker class but also in the educated service class. The racial difference was set between the white native Americans and the black African Americans. Racism was started among white and black people. Poverty was so increased that women and children were also supposed to work in factories to satisfy the basic needs. In the late nineteenth century a new managerial class evolved. This class comprised of white collar people and army people. The major population of this group was from middle class and basically were those people who work between executives of the company and white collar workers. As new technology introduced typewriters in the offices the office work was increased. Women were given more preference because they work for low wages and also can earn more money in shorter time. The late nineteenth century was the era of progressivism. The progressive movement was based on the concepts of social justice, greater efficiency in government and social control. The people thought that the government should become more active regarding democratic reforms and in protecting laborers. William McKinley was the president at that time. McKinley was the 25th president of United States Of America. To increase the American colonial power he fought Spanish American war. The main point of attraction of progressive movement was cities. Civilized cities was the main aim of progressive movement. The urban population wanted cities to be better and safer place to live. The progressive movement was started from the local government and then moved to the upper level government. Theodore Roosevelt, a young man with a great political experience became 26th president of United States Of America. He was the youngest president with age of forty only. His personality reflected as activist and moralist due to his policies. He won a noble peace prize for negotiating an end to Russo-Japanese war and preserving open door policy in China. The foreign policies like Monoroe doctrine and open door policy were proved to be beneficial for American trade. In late nineteenth

Change Management Essay Example | Topics and Well Written Essays - 1750 words - 3

Change Management - Essay Example Jesse Westerly was an articulate employee who took over her position as an assistant product owner at Kauflauf with high ambitions to transform the revenues of the organisation. She was very visionary on turning around the fortunes of Kauflauf since she had demonstrated the capacity and potential for achieving the targets and objectives from her previous workstation. Indeed, she was capable of taking charge of the new position since prior to assuming her roles as the assistant product owner, she had conducted an extensive research on the operations of the field consultants and realised the organisation had a market potential that had not yet been exploited. She also discovered that the sales consultants were spending considerable resources and time on lesser clients while spending fewer or none of more profitable and potential customers. It is from this notion she conducted her research and came up with the recommendation of changing the sales calls patterns. Conversely, Jesse was resolute and wanted to assume her position with a performance impact the reason she worked, on the findings to create to achieve her objectives. Based on the change management theory, changes initiated by an organisation should succeed if they originate from the leader (Cameron & Green, 2012). In other words, the change of leadership is the most reliable manner to institute changes in a firm. Therefore, it was prudent as an assistant product owner that Jesse thought of utilising her position as a leader to initiate changes to revolutionise the manner in which the field consultants worked to enhance efficiency and thus boost the overall returns of the company in the long run. Jesse was efficient in taking charge of her new position. However, despite the ideal change plans she had in mind for the business, she did not have a suitable implementation plan that would transform the project into an executable course of action to realise the