A Career in Marketing - 1658 Words

Introduction Choosing a career in marketing can lead a person in many different directions within the defined roles of marketing. Composed of many facets and activities marketing careers offer a variety of avenues for the career minded to explore while offering growth and opportunities for advancement. A common denominator for many who choose a career in this field is the sense of ownership, or entrepreneurial spirit with regards to the products or services that they are working to market. Marketing requires that an understanding of customers needs and desires be acquired and then translated into both product development as well as communications as part of the marketing strategy. This paper will explore what is entailed in a career†¦show more content†¦(Reddy) This team works on creating programs that unite advertising to purchase incentives such as special discounts, coupons, samples, and gifts with purchase, rebates, and sweepstakes. In order to promote these progra ms the promotion team will often use direct mail, telemarketing, in-store displays, advertisements, product endorsements, or special kick-off events. The nature of promotions means that traits like creativity and judgment are highly valued. Advertising In advertising, you will work with all aspects of marketing from strategy to concept to the execution of the strategy. Although many think of advertising as a creative person putting together a story board or campaign to get the message to the public, most jobs on the business side of advertising include Account Management, Account Planners, and Media Buyers. (Petty) Account managers act as the liaison between the agencys various departments and the client. Their job is to manage the execution of ads by making sure that they are created within the allocated schedule and budget. Account Planners focus more on the consumer. Their job is to conduct research on demographics of the targeted consumers. They use that research to get to know what motivates their behavior in the marketplace. The job of the Media Buyer is to find media to place ads in. They use the demographic study that is done by the Account Planner toShow MoreRelatedMarketing Analysis : Marketing Career Guide Essay973 Words   |  4 Pages Even with multiple career paths within the marketing field, the primary goal involves building a strong, favorable relationship between the business and the consumer incorporating product value, price, placement, promotion, and excellent customer service. A profitable business cannot exist without paying customers; therefore, the business world depends on marketing leaders. The â€Å"Marketing Career Guide† (2016) discloses that the marketing field attracts driven people who like to strategize, identifyRead MoreProfessional Marketing Career Essay1024 Words   |  5 PagesMany diverse experiences have helped to shape my professional marketing career. 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Shedding Light On Freud s Controversial Psychoanalytic...

Shedding Light on Freud’s Controversial Psychoanalytic Theory Krystle D. Kraft St. Johns River State College: Human Growth and Development Shedding Light on Freud’s Controversial Psychoanalytic Theory Psychoanalytic theories suggest that developmental changes happen due to the power of internal drives and emotions. Sigmund Freud, a Viennese physician, is said to be the founding father of this theory. He believed biological impulses, such as a need for food and sex, were the driving impulses for personality development (Denise Boyd Helen Bee, 2012, p. 25). In fact, one of Freud’s most influential achievements was his psychosexual theory of personality development, which spawned a whirlwind of controversy. Freud believed that†¦show more content†¦Freud’s psychosexual theory consisted of five stages: oral, anal, phallic, latency, and genital. The Oral Stage The oral stage occurs from birth to one year of age. Freud states that the libido focuses on the mouth, lips, and tongue. During this stage, the infant s primary source of interaction occurs through the mouth, so the rooting and sucking reflex is especially important. The mouth is vital for eating and the infant derives pleasure from oral stimulation through satisfying activities such as tasting and sucking. Since the child is dependent upon their parents, the child also develops a sense of trust and comfort through oral stimulation. (J. L Garcia, 1995, p. 498) In order to successfully complete this stage of development, one must learn to wean. If weaning is not successful, an adult may participate in oral behavior, such as, smoking and overeating (Boyd Bee, 2012, p. 26). The Anal Stage The anal stage occurs from one to three years of age. The focus of the libido lies in the anus. In order to successfully complete this stage of development, one must succeed in toilet training. If toilet training is unsuccessful, an adult may become disorganized or messy (Boyd Bee, 2012, p. 26) Toilet training creates a conflict as pleasure-seeking instinct goes up. If the expectations of a child are not met and a parent begins to pressure a child into toilet training, the child may begin to

American Education Systems Free Essays

Imagine a world without words: no reading, no writing, no communication. It is difficult to imagine such a place existing. Surely in this day and age when technology is advancing at a rapid pace and knowledge is the key for success, such a â€Å"communication-less world† has been eliminated. We will write a custom essay sample on American Education Systems or any similar topic only for you Order Now Yet for some people, this imaginary world without words is still a reality. A world of darkness and suffocating ignorance presses in around them leaving few and narrow possibilities for survival in a success-driven society. How do adults and teens end up in circumstances such as these? They simply slipped through the gaps of the American education system, the largest of which is the absence of emphasis on literature. The value of great literature extends far beyond simply reading printed words on a page. Of course the primary focus of reading books, especially at an early age, is to learn how to read. However, as students learn these basic, everyday skills, the possibilities become endless. Great works of literature contain much more than words. Incredible insights into the time period of the author†s life or of the subject on which the author has written are readily available. It is a history lesson without the textbook. History comes alive through reading. Literature also presents the opportunity to learn about new ideas and cultures previously unknown to the reader. Possibly the greatest advantage gained through literature is that students learn to write by constantly reading excellent writings. Overall, a strong emphasis on literature produces a well-rounded individual. The problem with the public education system in this country is that somehow student graduate from high school without ever reading great works of literature. It happens time and time again. Either teachers do not assign students to read excellent literature, or students find one of the many loopholes to escape actually reading anything. The results can be disastrous. It is amazing how many high school students can not write a paper. Some can literally not even write a sentence. There is absolutely no reason why any student in high school should not possess the ability to write a cohesive sentence and even an intelligent paper. Yet it still happens, and it is because students have not read enough and seen enough examples from great authors. The best way to teach students how to write is to show them through literature. It is almost impossible to be a well-read individual and not be able to write well also. Throughout the majority of the twelve years spent in school, my personal education was based primarily on literature. During those seven years, incredible emphasis was placed on reading and also on writing. The schooling received at home was and continues to be invaluable in various ways. Specifically, the study of literature has been invaluable in school and in everyday life. It has been of great assistance in writing all of the many compositions required, and also in recalling specific aspects of history, science, cultures, and more. It is amazing how much easier it is to succeed having this knowledge gained through much reading. The most important change that could ever be made to the public school system is to place a much larger emphasis on literature at all levels of education. All of the difficulties students are experiencing in high school with reading and writing could be avoided if the right steps are taken. Literature must become a main focus. It will greatly aid students in all aspects of school and learning simply to be required to read more. Perhaps they will even begin to love the written word and dive into great literature all on their own. How to cite American Education Systems, Papers

Marketing Audit of Everlast Boxing Boots- myassignmenthelp.com

Question: Discuss about theMarketing Audit of Everlast Boxing Boots for Customers. Answer: Introduction The success of every business depends upon the effective marketing strategies adopted by the company in the operating market. This report is about the market audit of the famous sports accessories provider company Everlast Worldwide. The company is providing boxing boots for the customers who are athletes and spend their most of the time in gym for improving their performance. The name of the product is boxing boots which is the combination of innovation and technology to provide comfort to the feet of athletes. This kind of product creates an effective business opportunity for the company Everlast Worldwide. The company started its boxing brand since 1970 and now the company is the leading manufacturer, licensor and marketer of the fitness equipment in the world. Company Everlast is the brand of choice of new generations of professional athletes. This report analyzes the various factors of marketing while offering boxing boots to the customers. Along with this, report analyzes the p otential customers and competitors in the market and understands the marketing mix strategy of the company (Everlast Worldwide, Inc, 2017). Customers analysis Target customers Everlast is providing innovative boxing boots for those people who want to perform during their boxing matches and gym also. Most of the customers of Everlasts products are mainly athletics. The company is the master of segmentation and the segmentation of the company mainly targets athletes including both men and women from the age of 15 to 35. The target market of the company is active people who want to purchase high quality of sporting products especially footwear. The company focuses on providing premium customer experience by the product innovation, elevated retail presence and brand leadership in the market (Lam and Harker, 2015). Company targets on these customers by the agreement between Everlast and colleges athletic team and various athletic teams for the product sponsorship and effective promotion to the members of those teams. Although others are likely to buy the products, company focuses on the athletes more than any other group of individuals. Main target market for t he boxing boots is youth who need to spend their most of the time in gym and have to perform well. By the above discussed strategy, company is able to reach a large number of athletes (Gruca Rego, 2009). Segmentation Market segmentation is the strategy that includes the dividing a wide target market into the smaller groups of consumers who have similar requirements and needs. After dividing the customers into smaller groups, company starts identifying the needs and desires of the consumers and implementing strategies by using social media channels. In case of Everlast boxing boots, company is targeting the customers who are looking to stay fit and stay in shape. So, initially the company was targeting younger athletes at the college level. But, the company has expanded its area and the target markets men and women having the age of 15 to 35. Because of this fact, the product is more expensive as compared to some competitors. Now, target customers for boxing boots are those who have higher incomes and more financially stable. Along with this, Everlast sells its products to wholesalers who are financially stable (Hill, Jones Schilling, 2014). The company has divided the market based on some segmen tation and those are as follows: Demographic- For the boxing boots, main target customers are athletes including both men and women. In current time, both men and women are interested in athletics. So, company targets the customers having the age of 15 to 35. These types of customers need comfortable footwear which is helpful in creating performance formula for comfort, speed and durability. The shoes have the combination of quality and lightweight material which allows the boxers to have optimal training and competitive performance which would be helpful in attracting the potential customers. Geographic- It is observed that Everlast targets its customers by using the distribution strategy. This strategy is used for the product boxing boots in every retail store within some geographical area. Retail stores are effective as the company knows that people will only purchase the quality sporting products from the stores. Everlast that sells only sorts related products needs retail stores to reach the target customers. Psychographic- It is observed that there is the growing demand for sporting and fitness goods as people are trying to keep themselves fit. For the athletes, it is important to stay active and perform well during their matches. So, they purchase comfortable boots for this purpose. Company is using this perception of the customers and is providing such product to meet their needs and demands (Joshi, 2009). Customers behavior towards product In the process of purchasing the product boxing boots, customers use both subjective as well as objective criteria to make right decision. Being big sporting product providers, company must consider the consumers objectives while buying boxing boots. Everlast has to match with the competitors in various aspects to satisfy the needs and demands of the customers. Consumers look on some factors and characteristics while purchasing the boots such as affordable and reasonable prices, comfortable material and correct fitting size. Athletes always seek to find extra edge against the competitors so, it is important for Everlast provide high quality boots to the customers that would be helpful for them to compete at the high level as well as making the boots comfortable I(Leeflang, 2011). The company needs to supply the boots to the athletes who want to enhance their performance and comfort and save their money. Company gives discounts to various organizations by the sponsorship and contracts while providing boxing boots for the sale. When the customers are trying to buy the right boots then they have their subjective needs and desires. They are seeking for the style in the boots and want newest design in the market. So, Everlast has to develop attractive designs in the boots for meeting the subjective needs of the customers (Makanyeza, 2015). Athletes are always looking for the best styles and designs to wear. So, it is important for the Everlast to come out with new designs of boots regularly (Drummond, Ensor Ashford, 2012). Competitors analysis The footwear industry has very high level of competition and threat. This is observed by the fact that there are few companies that have high market share in this industry and there is low switching cost and loyalty among the customers. Along with this, the footwear industry is mature and popular industry. So, for the company Everlast, major competitors are Adidas, Nike, Reebok and UnderArmour. Market share and competitive advantage There are few companies who have control on the industry with the large market share and strong brand awareness. It is observed that these companies offer similar types of products along with equal high quality. So, they are competing for the same customers having same needs and interest. Sometimes, the differentiating factors of the purchasing decision are brand, prices and other deciding factors. Everlast has competitive advantage in the footwear industry as it provides shoes and boots for the all the sports. Customers are always loyal for the brand which they are using. Sometimes they start using a particular brand and become loyal for that. Everlast is taking advantage of this situation of market. Athletes always want high quality product and for Everlast, this is the chance to achieve competitive advantage in the industry. these aspects creates high competition in the industry as customers always have option to switch the brands with no loss to them (Preble Hoffman, 2009). Issues in industry It is observed that footwear industry is struggling and most of customers do not want to spend money on these kinds of products. Further, there is the risk in the industry that the popular product might be going out of style after sometime. The boxing products will decline its popularity and sales after the launch of new products. along with this, strong competition in the industry is also a big issue for Everlast as there are many established companies that are giving tough competition to the company. Ansoff matrix This framework provides strategic framework for which covers all the strategic options available to the firm in order to grow and expand. For the Everlast boxing boots, marketing growth areas are as follows: Market penetration- Objective of the Everlast Company is to increase relationship marketing with the customers and segmenting them to maximize their purchasing experience and satisfaction level. Market development- Strategy is to increase Everlasts presence in the new markets by providing innovative sporting and boxing boots. Product extension- Objective is to focus on the relationship marketing which can have significant impact in the market. By providing that product to the customers that can fulfill the psychological and physical needs, company y can maintain strong relationship with the customers. Diversification- Company has adopted diversification by real strategic growth by providing innovative boxing boots. There is the high risk exist where the product and market is unknown and new then high quality research is important for the growth and success. Product analysis Product can be described as anything that can be offered by the companies to market for the acquisition, attention, consumption or use to satisfy the needs of the potential customers. The product may be physical object, service, idea, organization, place or person. Company Everlast Worldwide is the leading manufacturer, marketer and licensor of the boxing and fitness equipments (Rassenfosse, Jensen and Webster, 2011). Now, the company has introduced a range of new boxing shoes. The boxing shoes provided by the company are designed with the combination of quality and lightweight material which allows the boxers to have optimal training and competitive performance. The shoes are basically made with the Michelin technical sole, microfiber, open weave mesh and suede which are helpful in creating performance formula for comfort, speed and durability. According to the company Everlast, objective of the company by designing these types of boots is to provide the versatile shoes that can be used by people of all the boxing levels (Seshadri, 2009). The construction of the shoes allows athletes to maintain highest degree of quality while performing in the gym also. The product boxing boots is the combination of innovation and technology which have allowed the company to work in synergy for creating high performing shoes (Everlast, 2017). Branding For the purpose of branding, the page of the company should be different. In case of Everlast boxing boots, objective of the company by branding is to make the customers remember the product and wish to come back for purchasing again. Boxing boots have various colors for the choice of the customers. Every boot has logo of the company i.e. Everlast including white color on it. Banners are not so big but they are easily falling into eye banners saying about the origin and guarantee of the products. On the official page of the company, there are more banners displaying about the prices of the products that are minimal and attracting. Along with this, in the official page of the company there are some lines about the discounts, free gifts, upcoming sales etc along with the different filters of model, size and color. It is highly easy in use efficient and fast (Marcer, 2012). Packaging Company Everlast is focused on the eco-friendly packaging of the boxing boots. it is well known that customers are now very conscious for the environment and if the company is not active towards the protection of environment, then there are less chances of the sale of the products. So, for the packaging process, company is not using plastic bags as it harms the environment. Company packs the boxing boots in the standard packaging box where the brand name of the company is described (Dentchev, 2009). Product life cycle In the product life cycle process, there are basically four stages of a product. For the boxing boots provided by Company Everlast i.e. introduction stage, growth stage, maturity stage and decline stage. Introduction stage- When Everlast has new boxing shoes to launch, it has to do lots of advertisements by the commercial posters at the magazines and stores. The price of the shoes can be quite expensive and the company has to do this to get its money. The reason is that the company knows that many customers want these boxing boots. In the introduction stage, company has to put some extra efforts for making the customers aware about the product (Lymbersky, 2009). Growth stage- Under this stage, the product gets recognition and growth in terms of sales as more and more customers purchase the product. The price of the boxing boots usually rises up but despite of the expensive products, customers are still satisfied. In such condition, they will still pay for that product and company will get more and more money income. Maturity stage- When Everlasts boxing boots stay out for a while, then they usually stay in the shelves for the sometime. The reason is that customers are still interested in them and still want to purchase them for the boxing purpose. But, there will not be as much sales of the product as it was first time when they were launched. But those boots are still being purchased. Decline stage- This is the last stage of the product as any other or new product will replace these boxing boots. After launching of the new boots, these boots will not really purchased anymore by the customers. The price will go to low and try to get some money for them but the customers will not be so interested (Baker, 2014). Price analysis Elasticity of demand Everlast follows common pricing strategy for its product boxing boots. The core objective of the company is to survive and grow in the market and for this manner, company follows maximum market skimming strategy. When Everlast launches any new product in the market, it sets a high price for the product. Company starts such products with the high prices and then slowly drops the prices over the time. Company has perception that whenever it launches the product, there would have sufficient number of buyers for the particular product. So, the company keeps the prices high so that it is able to control the demand, communicate with the buyers with high price and earn more profit (Miguel Villas-Boas, 2015). Pricing strategy Everlast usually follows skimming price strategy but when the company launches new boxing boots or accessory, it follows penetrating prices. Company sets low prices for the product to attract the customers. These prices are known as the introductory prices of the product. After this, when the product becomes more popular then the prices are raised to the normal level. Companies basically set the prices to stay competitive in the market. Everlast comes up with the destroyer strategy and set very low prices of the products. Company assumes that competitors cannot match the pricing level and this strategy is helpful for Everlast to achieve major market share (Schnaars, 2010). Place analysis Everlast reaches to its target customers by the retail and exclusive stores and online media platforms. Everlast is the customer oriented company and the company makes sure that the product is easily available to the customers. Place may be considered as the exact location of the product where customers can buy the product easily. For the boxing boots, company has tried to maximize the distribution channels for increasing the sales. Current channels to buy For improving the sales, there are two approaches adopted by the company. Company sometimes sells the product directly to the customers by the retail stores or it uses distributors for the home delivery. While selling the product directly, company has established retail stores in various parts of UK in order to bring something unique in the market. It is helpful to achieve high market share also. Online and other options Company has its presence on the online and other social media platforms. Company has its official site where the customers can find out the product and all the relevant and important information. Further, company also has its presence on the social media platforms such as FaceBook, Google plus and many other media platforms. In current time, customers are active on social media and they use online platforms to compare the products from the other competitors. So, it is crucial for the company to have its effective presence on the social media platforms (Farahmand, 2011). Promotional alysis Everlast is able to sell its products because of the successful promotion of the product boxing boots. The company uses all the five elements of the promotional mix to sell its new products as much as possible. The company hires the sales employees at the retail stores which are a form of personal selling. Along with this, the company advertises its products by the many different ways including billboards, television, internet, sponsorship, and magazines. The company has large advertising presence on the television as most of the customers can be targeted by the innovative advertisements (Tllinen and Karjaluoto, 2011). There are various campaigns designed by the company to impact on the large number of viewers including athletes from different backgrounds. Further, company Everlast is using public relations to promote the brand and maintain a strong image of the company among the customers. By maintaining strong public relations, company is able to have great brand recognition as the thoughtful and responsible company. The company has many future plans and it has made various press releases to keep the investors update and make the public relations strong (Glowik Smyczek, 2011). Conclusion This report is basically marketing audit of the famous company Everlast Worldwide. From the above analysis, it is observed that there is the strong competition in the footwear industry as there are some companies that have high market share. Further, it is analyzed that the company focuses on providing premium customer experience by the product innovation, elevated retail presence and brand leadership in the market. Along with this, objective of the company by designing these types of boots is to provide the versatile shoes that can be used by people of all the boxing levels. So, company has effective promotional platforms i.e. online media, traditional marketing, print advertisements, and public relations to enhance the sale of boxing boots. References Baker, M. J., (2014), Marketing strategy and management, Palgrave Macmillan Dentchev, N., (2009), Corporate Social Performance as a Business Strategy: Journal of Business Ethics, 55(4), pg. 397 412 Drummond, G., Ensor, J. Ashford, R., (2012), Strategic Marketing: Planning and Control, (4th), London: Palgrave Macmillan Everlast Worldwide, Inc, (2017), ABOUT US, accessed on 17th October 2017 from https://www.everlast.com/about Everlast, (2017), EVERLAST LAUNCHES NEW BOXING SHOE: PIVT, accessed on 17th October 2017 from https://www.everlast.com/teameverlast/everlast-launches-new-boxing-shoe-pivt/ Farahmand, N. F., (2011), Organizational marketing planning by management educated managers: African Journal of Marketing Management, 3(8), pp. 178-187 Glowik, M., Smyczek, S., (2011), International Marketing Management: Strategies, Concepts and Cases in Europe, 301, (4th), New York: Physica-Verlag Gruca, T. S. Rego, L. L., (2009), Customer Satisfaction, Cash Flow and Shareholder Value: Journal of Marketing, 69, 11530 Hill, C. W., Jones, G. R., Schilling, M. A, (2014), Strategic management: theory: an integrated approach. Cengage Learning. Joshi, A. W., (2009), Continuous supplier performance improvement: Effects of collaborative communication and control: Journal of Marketing, 73(1), 133150 Lam, W., and Harker, M. J., (2015), Marketing and entrepreneurship: An integrated view from the entrepreneurs perspective: International Small Business Journal,33(3), pp.321-348. Leeflang, P., (2011), Paving the way for distinguished marketing: International Journal of Research in Marketing, 28(2), pp.76-88 Lymbersky, C. (2009), Market Entry Strategies: Text, Cases and Readings in Market Entry Management, (5th), Australia: Christoph Lymbersky Makanyeza, C., (2015), Consumer Awareness, Ethnocentrism and Loyalty: An Integrative Model: Journal of International Consumer Marketing, 27(2), pp.167-183 Marcer, D., (2012), Marketing strategy: the challenge of the external environment, (5th), Washington: Sage Publications Miguel Villas-Boas, J., (2015), A short survey on switching costs and dynamic competition: International Journal of Research in Marketing Preble, J. F., Hoffman, R. C., (2009), Competitive Advantage through Specialty Franchising: Journal of Consumer Marketing, 15(1), 6477 Rassenfosse, G., Jensen, P., and Webster, E., (2011), Understanding Innovation: The Role of Policy Intervention. Melbourne: Melbourne Institute of Applied Economic and Social Research Schnaars, S., (2010), Marketing strategy: a customer-driven approach, (5th), Huntington, New York: Free Press Seshadri, S., (2009), Sourcing strategy: principles, policy, and designs, India: PHI Learning Pvt. Ltd Tllinen, A., and Karjaluoto, H., (2011), Marketing communication metrics for social media: International Journal of Technology Marketing, 6(4), p.316.