Seth Godin and his impact on modern marketing practices Research Paper

Seth Godin and his impact on modern marketing practices - Research Paper Example In fact, Godin has introduced the concept that marketing can play two key roles – in addition to its existing functions worldwide. It is explained that marketing can be used in order to sell products/ services to people of quite low income – reference is made to the markets of the emerging countries where the average level of income is quite low, compared to the developed countries (Fawkes 2010). It is further emphasized that the exclusive use of marketing in developed countries cannot be considered as acceptable leading to the promotion of social exclusion and discrimination. Instead, marketing should be also used in emerging economies for promoting products that are aligned with local needs. Another characteristic of the views of Godin on marketing is the following one: Godin believes that marketing is not just a business activity; rather it is a framework that can ‘change the world’ (Fawkes 2010). This target is achieved, in accordance with Godin, in the following way: by improving the quality of products sold, entrepreneurs increase their chances for success; if the products offered in the market are of good quality, consumers are more likely to buy them developing a trend based on the increase of quality/demand, as a characteristic of modern market. The existing practice of low price/ low quality products would be then eliminated changing market values and trends. At the next level, Godin supports that the individual who wishes to develop his career in marketing should start working on the specific field independently; then, he can try to enter a firm that operates in the particular sector; as Godin states ‘if you get great at it, you’ll discover jobs find you’ (Sakas 2010). Also, Godin considers marketing as a responsibility, and not as a right... To the question of Rachelle Money how his involvement in marketing is explained, Godin refers to one of his key characteristics: he ‘enjoys watching his ideas spread’ (Money 2008). It is perhaps in this context that Godin has tried, successfully, to develop terms that represent key marketing functions and characteristics. Through the issues highlighted above it is made clear that the success of Godin in the area of marketing can be considered as resulted because of the interaction of many different factors: personal views, experiences and knowledge. In accordance with the issues discussed above, the main difference between Godin and the supporters of the traditional marketing theorists are their views on the role of consumer in the success of a marketing campaign. As Godin highlighted, the success of each marketing strategy is depended on its ability to address the needs of consumer – a fact that should be made clear to the customer, not just hypothesized. The success of Godin in the particular field is related with a series of facts: a) the level of his knowledge on marketing – Godin holds a Stanford MBA, b) his long term experience in marketing – referring to his work as ‘a marketing director of Whole Food Market and vice-president of the direct marketing department in Yahoo’ (Business Week 2008), c) his innovative ideas on marketing, as explained above, which have introduced the following trend: marketing campaigns are aligned with the preferences of customers and not with the need of busine sses for improving their performance. Moreover, Godin has helped towards the improvement of existing marketing concepts; indeed, the views of Godin, as reflected in his Permission Marketing concept, has been the basis for the update of common marketing policies, like the e-mail marketing and the content marketing, in the context described above.

The Great Depression Essay Example | Topics and Well Written Essays - 1000 words - 2

The Great Depression - Essay Example When, on that Black Monday, the stock market did actually crash, and when bankruptcies and layoffs followed on its heels, the country was unprepared-due to ideology as well as limited governmental infrastructure-to deal with the economic repercussions. All signs pointed to a booming American economy in the 1920s. Between the years of 1925 and 1929, the number of factories, shops, and other establishments of production rose from 183,900 to 206,700, better than a ten percent increase; the value of the products coming out of those establishments rose similarly, from $60.8 billion to $68 billion (Galbraith, 2). In addition, the number of new cars rolling off the assembly line rose from 4,301,000 in 1926 to 5,358,000 in 1929 (Galbraith, 2). The power of the American dollar was such that it was in constant circulation; Americans were making money at a faster rate than ever, and they were spending it at a faster rate as well. In addition to the unprecedented growth in the production factor, the question for many middle-class Americans came to be what they should do with their newfound surplus. The Twenties provided no shortage of opportunities in this regard. ... Higher incomes and better transportation were making it increasingly accessible to the frost-bound North. The time indeed was coming when the annual flight to the South would be as regular and impressive as the migration of the Canada Goose" (Galbraith, 3). Indeed the potential for making money was so great in Florida that speculation ran rampant; properties, often swamp land and nowhere near the ocean, could be purchased for a mere 10% down payment, and by 1925, empty lots were trading for many thousands of dollars, based exclusively on the assumption that they would some day be worth a great deal to developers (Galbraith, 4-5). The stock market was another popular investment opportunity. The New York Times securities index averaged, at the time, the prices of twenty-five "good, sound stocks with regular price changes and generally active markets," usually industrials (Galbraith, 7). The average price for those stocks rose steadily and dramatically throughout the Twenties, from $106 in May of 1924 to $245 at the end of 1927, and they continued rising (Galbraith, 7-9). The culmination of these factors lulled Americans into a sense of false security. Somehow, it seems, the prevailing opinion was that success and prosperity would continue; it was seen as the ultimate fulfillment of the American dream. Only the markets could not support the growth; investment and speculation had overvalued stocks, commodities, and real estate. Production would wane, layoffs would occur, and America, precisely because of its blind adherence to this dogma of optimism, would find itself stricken and unprepared to deal with the cons equences. In the aftermath of the stock market crash, it became apparent quite quickly that the country was not ready for an economic

Whistle-blowing Research Paper Example | Topics and Well Written Essays - 250 words

Whistle-blowing - Research Paper Example As high officials in the organization, they became privy to information that they thought would be damaging to the company. The Government Accountability Project (GAP) defined a whistle blower as: An employee who discloses information that s/he reasonably believes is evidence of illegality, gross waste or fraud, mismanagement, abuse of power, general wrongdoing, or a substantial and specific danger to public health and safety. Typically, whistleblowers speak out to parties that can influence and rectify the situation. These parties include the media, organizational managers, hotlines, or Congressional members/staff, to name a few. These 3 women could not be properly called whistle blowers under the rules cited in Chap 4 of Whistle blowing,:â€Å"employees who follows established procedures is not a whistleblower† As in definition above, whistle blowing should take into account to whom the information is given in order to achieve the desired change. Merely passing information to higher authorities in the organization is not whistle blowing and is only part of their duties. Their testimony in Congress could not be called whistle blowing as they were legally required to do so, and were not done voluntarily. Their memos only formed part of exhibits for testimony. Rowley could not be a whistle blower because her position requires utmost confidentiality, so she could not divulge to outer sources. Watkin’s advise. When Sherron Watkins wrote a lengthy memo to her boss, Ken Lay, she knew of the ticking time bomb that would explode into a scandal. She uncovered fraud that involved many persons in the organization. When she advised Ken Lay to develop a â€Å"clean up Plan†, she probably meant to have an organizational clean up that would correct the system, and purge erring employees. In an ethical perspective, she was

Flu Vaccine Letter Essay Example | Topics and Well Written Essays - 250 words

Flu Vaccine Letter - Essay Example The flu vaccine protects against the three main flu strains that research indicates will cause the most illness during the flu season. This year’s influenza vaccine contains three new influenza virus strains: A/Brisbane/59/2007(H1N1)-like virus; A/Brisbane/10/2007 (H3N2)-like virus; and the Florida/4/2006-like virus. Further, as indicated in Lippincott’s Nursing Center Feb.2008 Vol.108 Number 2, the article on Health and Safety indicated the importance of â€Å"Requiring Influenza Vaccination for Health Care Workers† because low rates of immunization among health care workers pose a public health threat. Therefore, vaccinating health care workers against influenza benefits everyone: the workers, their employers, and their patients. KHS is administering the flu vaccine free of charge. If you are interested to avail of this vaccine, kindly contact the Employee Health Department and look for Sharon Rodgers, RN. You may directly advise me through my beeper number 289-6671. Attached is the CDC Flu Vaccination information sheet which you can print out for your unit and to share with those not on the email list. The flu session schedule of dates, places and time are also

Profile in Leadership Term Paper Example | Topics and Well Written Essays - 1750 words - 2

Profile in Leadership - Term Paper Example nd of the coin is the pro choice debate that believes that a fetus does not have rights and whether to abort pregnancy or not is dependant on the fetus’ mother. According to the pro-life opinion and even according to the pro-choice opinion, a fetus has similar rights that are entitled to a human being (GeÃŒ rard 138). But pro-choice perspective states that a fetus does not have the ability to make decisions and have no self awareness. Pro-life perspective counters this argument by stating that individuals who are regarded as adults, and are retarded, do not have ability to make reasonable decisions and experience lack of self awareness. Pro-life advocates state that if a fetus is a human being, he has rights and by aborting a fetus, the society takes away the fetus’ right to make decisions and choose what is best for himself. Pro-choice advocates state that a fetus is not a fully developed individual and does not have any human rights and by not allowing a female to abort pregnancy, the law and the society is infringing upon the rights of the women to decide what is good for her (Panza 235). For this purpose, pro-choice take a utilitarian stance and state that those decisions should considered as right that have the highest number of positive benefits as compared to the costs that are incurred due to that particular action (Soble 6). Several advantages have been figured out that are achieved by the society if abortion takes place. These advantages include population control and well being of the society. The cost is the death of a fetus which does not even have complete human rights. Pro-life advocates even take a religious stand and state that a fetus is a human life and all living individuals are sacred and the decision of life and death is in the hands of God so abortion should not take place as by aborting, individuals are working against God’s will. Abortion leads to cognitive dissonance among health care professionals, health care professionals have

Current Macroeconomic Situation Essay Example | Topics and Well Written Essays - 750 words

Current Macroeconomic Situation - Essay Example The argument that one takes only meat and no pasta or read is for one to be likely to lose weight (Pollan, 2007). I think the argument is that the pasta and bread only add up to carbohydrates. The Atkins diet suggest eating meat only and no bread, I think there are many other risks associated with a lot of protein. Dr Robert C. Atkins may have invented the Atkins diet, but I must question how it happens; that people still prefer taking sliming pills or other fad diets. Though this may be the best diet, it does not make sense because; people need energy as source of energy boosters (Pollan, 2007). Fat and sugar and sources of energy, but the Atkins diet fails to recommend them. Perhaps the argument fails to consider the fact that carbohydrates are not the main cause of weight gain (Pollan, M. Chevat, 2009). There are many types of foods that people think contribute to the overweight, this feeling is true but it is just how much and how often one takes them. For example, fast foods con tribute significantly to overweight especially if one consumes them more often and on a daily basis. On the other hand, irregular consumption of fast foods do not have much effect on the body as fast as weight gain is concerned, it is important to consider consuming recommended quantity of such foods (Pollan, 2007). Based on the above argument, it is healthy to argue that the omnivores argument is wrong as not all foods contraindicated by the omnivores are bad. In fact, all those foods have well for health and they contribute to a healthy you. It is also imperative to note that the countries that the omnivores are believed to have a positive diet have overweight people, and if the omnivores thinks slimmer is healthy, I am a little confused because that is not what healthy means (Pollan, M. Chevat, 2009). Having read Rousseau’s, a lot seems to be misplaced because the information does not add u at all. For example, most of the works are borrowed from other texts and this does make Rousseau an expert. Additionally, his argument is not sounding like those of an expert. Rousseau, introduces the consumption of mushroom and does not come clean where mushroom fits in (Pollan, 2007). Firstly, mushroom is a vegetable that is relatively harmless but harmful if the wrong specie is taken. The fact that most of the text in these books does not make them authors because nothing in these books are original content but other people works. This only makes their work vague. There is also the feeling that their work is mainly commercial because there is a lot of reference to the availability of the foods in supermarkets (Atkins, 2002). This may be marketing gimmick. There are many mistakes in ignorance, for example, people tend to each whatever they come across without knowing the consequences of their diets and this may not be easy to change considering that, they are ignorant. People will easily eat what they want as long as they can afford these foods. It is just ingra ined in the mind of people to eat what they desire and this may not be easy to change (Pollan, 2007). As the supermarket is commercial entities, they are much into business and are focused on profitability. Most supermarket are only sell the products brought by their suppliers are may not be interested in knowing how their foods contribute to the health of their customers Westman, C et al. (2010). Therefore, it is the duty of the customers to

Kindle Fire Research Paper Example | Topics and Well Written Essays - 750 words

Kindle Fire - Research Paper Example The decisions made by consumers are affected by this behavior and this is the reason why Kindle Fire will be marketed successfully under the behavioral segment. This approach has increased the Kindle fire sales made over the years. The rocketing sales are also controlled by the demand and supply forces such that when demand on Kindle Fire declines, the Amazon’s sales are drastically affected. Evaluation Under the behavioral approach of segmentation, the customers will be divided under various segments. Consumers will be evaluated based on their usage rate, the benefits gained, loyalty and occasion in which they use Kindle Fire. There are various ways of growing a business. The first method is as aforementioned; to attract new customers and the second way is to retain the already existing customers. For Kindle Fire to continue existing in the market, Amazon has to maintain a strong customer base (Cheshire, 2012). This is only through customer dependability. Customer loyalty is targeted as one of the behavioral approaches of consumers. The strategies applied to maintain the Kindle Fire’s loyal customers are different from those that are used in attracting new customers. Customer loyalty is hence one of the techniques of determining customers under the behavioral segmentation. ... It will be easier to identify the customer who needs change the product more often than one who does not use one so often. The other way in which Kindle buyers can be segmented according to their behavior is by identifying those who buy on occasions. Freytag and Clarke’s (2001) argument is that buying on occasion is under behavioral segmentation because the customer is likely to target the holidays and festivities when companies come up with offers at discounted prices. Such a customer base may be large since most people tend to save a lot of money for their holidays and festivities. Segmenting the Kindle Fire customer according to the benefits he or she gains is also another way of evaluating the customer’s behavior towards the product. While Kindle’s competitors, such as Google Nexus and the laptops, have their own benefits, some customers may still look for the benefits they gain from Kindle Fire tablets that they cannot get from its competitors. One of the be nefits attained from the Kindle Fire tablet and not laptops is that it is easier to transport the Kindle from one point to the other as compared to laptops. A laptop is heavier as compared to the tablet. The Kindle tablet is also beneficial to clients who are always online for business purposes or projects. The other advantage of Kindle Fire over other digital gadgets is that it easily usable in the education industry (Cheshire, 2012). This can be fused with good pricing, 24hr customer support and customization of devices for customers in order to be able to stay competitive in the market. This means using a break-up strategy where the prices are favorable as compared to other devices and being able to pack devices as per the specification of customers.