Marketing Communications. Dramatic changes Essay

Marketing Communications. Dramatic changes - Essay Example To be able to satisfy customer's wants and needs it is necessary to consider the marketing mix of the product or service the company is providing. The marketing mix involves four marketing strategy areas, namely product, price, promotion (The marketing communication and place). In marketing, the "four PS" determine how a product is made or a service provided, how much it costs, where it is distributed and how it is presented in all company's communication. Keller (2001) contends that, the role of marketing communication in modern business practices has been identified as a key factor in survival in modern day business. Companies like Sony, Tesco, Volvo, BMW, McDonald and a host of others have increasingly used the four Ps as a competitive weapon. As part of the search for business effectiveness the entire process of marketing communication is being approached in a comprehensive and unified manner where by all activities of business communication functions in unison. This approach is called Integrated Marketing Communication. This is a relatively new concept in management. It is engineered to harness all aspects of marketing communication such as advertising, promotion of sales, public relation, and direct marketing in a highly focused manner eschewing the former tendency of these departments to function in isolation.Competitiveness in business the world over is so acute that survival is possible for only those organizations, which are ready to employ every possible means to increase profit by reducing cost in production, while remaining uncompromising in quality and aggressive in marketing. The account of the phenomenon of Integrated Marketing Communication by Aaker, Batra & Myers (1992) constitutes a fair working explanation of the phenomenon Having said this so far, in the remaining part of the paper, using Sony as a product and at the same time a company I will outline the key characteristic of the target audience, the communication strategies used with the impact of its marketing strategies. 1.1 Sony and the Four Ps I have chosen Sony as my institution under case study. Focusing on Sony is based on a number of important advantages. Sony is a global leader in the electronic industry, it activities have been benefited in almost all the continents. "The influence of words over men is astounding." -- Napoleon. As the whole world gears for peace, marketers and other business people talk in terms of war. We see battle words everywhere in business: Japan bashing, corporate raiders, hostile takeovers, cola wars. Marketing is war (Duncan 2001). With the advent of events, ordinary business executive fancy themselves as warriors. Aggressively attacking weak companies, and defending market shares. Positioning products in people's minds and making them attractive to market segments requires careful formulation of the marketing mix. Getting the right blend of the product, promotion price and distribution is essential to put the carefully carried out analysis into operation. The aim is to portray an image for the product or service that will match with how one wants the product to be visualized in people's mine (Keller 2001, Duncan 2001) Table 1:A summary of what constitute each of the Ps of the 4Ps Product Tangible products Psychological attributes Quality Services Benefits and features Packaging Styling Image Branding Customer service After care Guarantees Image Pricing Selling price Price positioning Distributor margins

Physiology of Swimming Essay Example | Topics and Well Written Essays - 5000 words

Physiology of Swimming - Essay Example Japanese people had a big swim crave. In the Pacific area, swimming was taught to children at a very young age. So young that the minute they could walk they were put in to water to swim. Swimming was and still is a big part of training to boxers for fights. The important reason why humans can swim without falling to the bottom is because of surface area. If a regular sheet of paper and a crumpled one are dropped from a height at the same time, the one which is crumpled falls faster than the one that is regular. This is because of the surface area - the surface area of the sheet of paper is larger than the crumpled one, which makes it fall slower. The same concept applies to humans and water. Humans have a large surface area to their mass. This is why humans can stay afloat and swim. The more the surface area, the more water there is directly underneath the person swimming. The water underneath tends to keep the body up. (Lupton, 1923, 68) This is the same concept why huge aircraft carriers on the sea can stay afloat, even though they are very heavy and are a lot denser than the water. These ships and aircraft carriers are also very huge, and their size gives them a lot of surface area for the water to push them up. The Front crawl is generally considered the fastest swimming style. It is also known as Freestyle. It has been observed that most amateur swimmers utilize this stroke in freestyle competitions. The preliminary pose for the front crawl style in swimming is on the breast, with both arms extended out in frontage and both legs stretched to the backside. Then while one arm is dragging/ approaching while the other arm is in the posture of recovering. The arm strokes offer most of the frontward movement, whereas the leg kicking in a quivering movement only offers some. The stroke utilizes the flutter kick and an above the water arm recovery .in this position, the hand draws down the pretending middle line of the body, seizes the water, and thrusts it back towards the feet. The most useful force is producing during the last segment of the stroke that is called the finish. The face remains in the water while the water levels at about the swimmer's hairline. The flutter kick initiates from the hip. A calm ankle and foot are essential to have a successful kick. The knees curve lightly, but curving them in extensive frequency will guide to over kicking as well as to fatigue. The swimmer is supposed to respire by gently sloping the head to the direction as the equation of arm on the breathing side becomes one-half to three- quarters of the channel through the stroke. The breathing should not disrupt the stroke. A breathe, during this exercise, should be taken every two three, or even four strokes to make certain ample oxygen delivery. The Front Crawl is one of the extensively used strokes in the United States, and is frequently the choice for fitness swimmers. Elementary Backstroke The Elementary Backstroke is supposed a quiescent stroke since it has a glide point and is a small energy stroke. The revitalization phase is completed under the water. The kick which is carried out in this respect is the Whip kick. The