Defining_Marketing

Defining Marketing Paper MKT/421 Defining Marketing Paper Know this defines marketing as Marketing consists of the strategies and tactics used to identify, create and maintain satisfying relationships with customers that result in value for both the customer and the marketer. Marketing is the process of planning and executing the pricing, promotion, and distribution of goods, ideas, and services to create exchanges that satisfy individual and organizational goals." American Marketing Association. I see marketing as a set of activities, which will satisfy the objectives of both the organizations its stakeholders including customer.  Marketing is the process of planning and executing the pricing, promotion, and distribution of goods, ideas, and services to create exchanges that satisfy individuals and organizational goals. Today we as a society have access to multiple forms of communication and multiple different methods of receiving information. As we look back throughout history as to how people received their information we can see a shift from each generation from one form communication to the next. Before the time of the wireless generation many of the families here in America received their news and information via radio or television and even the newspaper. Today there is a much broader range of places that information can come from since the invention of the world wide web and the internet generation more and more advertising and marketing has gone in this direction that any other medium of communication. I am going to take a look at some of the most memorial marketing campaigns that I can remember. The style and approach to the target audience is a very important factor when it come to marketing your product towards a specific group, area or demographic. Celebrate Dr Pepper Snapple Group debuted its new "Always One of a Kind" advertising campaign for Dr Pepper that continues the brand's 125-year celebration of originality. In the new commercial, nearly 1,000 people reveal interesting traits that make them one of a kind on T-shirts. Dr Pepper is offering its fans the opportunity to express their originality by ordering their own "Always One of a Kind" T-shirts on drpepper.com. Future iterations of the campaign will feature cameo appearances by celebrities who will share and wear their own "Always One of a Kind" statements, the company says. Social promotion Dunkin' Donuts launched a Facebook application called "What Are You Drinkin''" that enables fans to share what, why, where or when they're drinking Dunkin' Donuts coffee. Their answers appear in Dunkin' Donuts' signature font and can be posted to their Facebook walls and to a gallery of responses from other Dunkin' Donuts lovers from across the country. Each day, Dunkin' Donuts selects one participating fan to win a $100 Dunkin' Donuts card and a coffee mug customized with his or her answer. All participants also are entered for a chance to win the grand prize: their picture featured on Dunkin' Donuts' new digital billboard in Times Square, a weekend in New York City with three friends and free Dunkin' Donuts coffee for a year. 'Refreshing' advertising PepsiCo debuted its new Diet Pepsi marketing campaign, "Nothing Refreshes Like a Diet Pepsi," during the 69th annual Golden Globes awards show in January. Building on last year's TV spot with David Beckham, this year's ad features actress Sophia Vergara dancing her way past suitors in a Miami nightclub to get to a can of Diet Pepsi. The commercial, directed by McG and choreographed by Mark Ballas of "Dancing with the Stars," is set to the song, "Whatever Lola Wants," performed by Ruby Stewart, Rod Stewart's daughter. The campaign also includes print, digital and out-of-home advertising. Football in any language Tecate, imported by Heineken USA, launched a national retail program focused on helping U.S. Hispanics ages 21 and older celebrate their passion for football, regardless of their language of choice. For the first time, the brand will place bilingual point-of-sale materials with the slogan "For those who celebrate like champions" and cross-merchandise promotions at on- and offpremise locations across the country through the end of this month. PBR sponsors PBR Pabst Blue Ribbon has become the exclusive beer partner of Professional Bull Riding. The multi-year partnership includes signage at all Built Ford Tough Series events, where the Pabst Blue Ribbon tall boy can will be integrated throughout the arena. Professional Bull Riding also will introduce the first Pabst Blue Ribbon Bull Award, which will recognize the most outstanding bull performance at each event based on athleticism, strength and speed. In eight key markets, Pabst Blue Ribbon also will host the "Pabst Party Zone," an exclusive fan experience that will give attendees the opportunity to go behind the scenes with professional bull riders while enjoying a Pabst Blue Ribbon. Smoothies support fitness Smoothie King unveiled its IAm1 campaign to support consumers in their fight to stay fit in the New Year and beyond. Launching initially with a microsite dedicated to encouraging consumers to share their Smoothie King weight loss success story, the company will then support a consumer who is struggling in their weight loss journey with "fit tools" such as a month of personal training, new workout shoes or Smoothie King nutritional retail products like the Lean1 Meal Replacement Tub. Additionally, anyone who submits his or her story of struggle or success and an image will receive a free Lean1 smoothie. The campaign also will be supported on Facebook where fans will have a chance to win a year of free smoothies. Branding mobile charging kiosks Patrón Spirits, maker of Patrón XO Cafe and Ultimat Vodka brands, has partnered with G°Charge, a manufacturer and distributor of mobile device charging kiosks, to gain exposure in 50 New York City bars. Each of the branded kiosks features a digital touchscreen that entertains customers with brand-specific content while they recharge their cell phones. The new kiosks enable bars to benefit from the increased "dwell time" of consumers, who are purchasing additional beverages and food while their phones are charging. Over the past nine years, U.S. auto and home insurers have tripled their marketing spending to nearly $6 billion annually, with the vast majority of the amount allocated to auto insurance, according to McKinsey's new Beyond Price: The Rise of Customer-Centric Marketing in Insurance report. As a result, carriers vaulted up the list of the largest marketing spenders in corporate America, alongside and sometimes ahead of household names such as Coke, Nike and McDonald's. This explosion of marketing spending, however, hasn't had a measurable impact on industry premiums, which have remained stagnant. More than half of the marketing dollars spent on auto insurance over the past decade came from carriers that did not gain share, the report cites. Auto insurance retention hovers around 90%, but virtually all marketing spending is focused on acquisition. Ironically, marketing messages based on rice are driving more customers to view auto insurance as a commodity. Higher acquisition costs combined with lower retention for frequent shoppers drives up the relative value of retaining existing policyholders REFERENCES Marketing. (2012). Beverage Industry, 103(2), 34-34. Retrieved from http://search.proquest.com/docview/993160194'accountid=35812 Marketing. (2013). Best's Review, (12), 12-12. Retrieved from http://search.proquest.com/docview/1346947240'accountid=35812 American Marketing Association