Interruptoin Marketing

Interruption Marketing is the most commonly used method of marketing, it is also the most expensive and continuously  becoming more ineffective. Its when marketing through T.V commercial Radio spots newspaper ads, magazines or tele marketing calls.

Marketing & Strategy Innovation

Forget About Harley and Apple

by Jonathan Salem Baskin on 6 November, 2009 - 22:57

Have you noticed that most conversations about branding inevitably include references to Harley-Davidson and Apple? Sprinkle in mentions of Coke, Facebook, and Zappos, and you get the context of every agency pitch for more spending on brand engagement, loyalty, or whatever else these examples might suggest.
I suggest you ban these references from your next conversation. Forget about them altogether.
Marketing's dim science lets itself get distracted and misled by the stand-outs and exceptions. It's no surprise, since we're in the standing-out business (and think of ourselves as quite exceptional, thank you very much), but we tend to read a lot of meaning into uniquely complex accomplishments that can't be copied because of their unique complexity:

• See what Apple does? When you mimic it, you're just copying the detritus of its imagery, or producing lame mockups of its design (which is what its competitors have done, both in computers and smartphones).
• Want Harley's rabid customer loyalty? Start a company in the midwest a long time ago, cater to an exclusive niche customer, and still watch your income drop by more than four-fifths last quarter (i.e. great name but no new customers).
• Do you want to be a household name like Coke? Spend umpteen billions on every medium known to man for about 100 years.
• Facebook look like an opportunity? Find investors who will let you give stuff away for free, perhaps forever. Good luck with that.

Yet these are the very examples that we see featured in new business presentations and industry conclaves. They're visual, often fun, and speak to our desires to deliver emotions and other intangible values; brand identity is what makes what we make different from what others make. This is the guiding principle so amply (and repeatedly) illustrated by the exceptions...the stand-outs that "do it right," and which we should try to duplicate.
Only we can't, for two primary reasons:

1. Your brand can't duplicate all of the operational and contextual realities that make those brands real. You can't even know them all; what you see instead is the marketing "layer" that often trails the actions and events that accomplish the differentiating. Brand communications is a fascinating shadow play on a cave wall; the brands you are told to copy by spending marketing dollars to manipulate what people think are succeeding because they spend operational dollars impacting how people behave. Asking marketers to explain this operational reality is like asking an adolescent why an airplane can fly, and being told  "because the pilot is really, really good."
2. Even if you could know and copy the operational and contextual realities of exceptional brands, you'd fail because they’re already onto changing them. In fact, their successes should be an indication of what you shouldn't try to implement, because it was already done. Think how many brands opened retail showcase stores without any purpose, or the rapid spread of cookie-cutter promotions on Facebook. Exceptional brands do exceptional things that defy the experts' case histories and recommendations. Yet you're peddled the rehash of yesterday's news, and told that some truisms warrant your efforts at accomplishing something similar. 

And we wonder why so many marketing campaigns fail to live up to our expectations?
Scientists know that you have to take outlier data out of any experiment for risk of skewing or simply confusing the results. We see the impact of allowing political discourse to be run by extreme, absolute positions. A soprano's highest note is considered a peak and not the home of her range. You get the idea.
So why still do we try to understand brands by studying the anomalies?

Original Post: http://dimbulb.typepad.com/my_weblog/2009/11/forget-about-harley-and-apple.html

exams are over its play time

MARKETING STARTEGY QUESTION PAPER

1 a). Discuss the scope and relevance of the concept of market segmentation. will the scope change with the opening of Indian economy? Illustrate how firms would be benefited in marketing their products and services by segmentation.

b) Briefly discuss the concept of positioning. What is the positioning of

i) Santro car
ii) Indian airlines
iii) Pepsi
iv) Dalda ghee


2. a) Discuss in brief the various pricing strategies used by marketers. Suggest suitable pricing strategy for

i) Software
ii) 100 cc motorcycle
iii) Luxury car
iv) Laptop

b) How is a product management organization different from the market centred organization?

3. a) Enumerate and discuss the major packaging decisions appropriate for the following

i) FMCG company

ii) Consumer durable company

b) Discuss the marketing strategies that may be used at the introductory and maturity stages of the product life cycle.

4. a) Discuss the main objectives of sales promotion. Explain some of the sales promotion methods directed at consumers, which can be used by a detergent manufacturer.

b) Discuss the role of personal selling and advertising in promotional industrial products. How does it compare to consumer product promotion?

5. a) Middlemen are parasites. This charge has been made by many over the centuries. Is this likely to be the case in a competitive economic system? Why or why not?

b) You are marketing manager of a medium sized manufacturing company. The president has just made the following statement "The distribution activity is not a concern of the marketing department. The function of the marketing department is to sell the product ... let be rest of the company handle production and distribution."

How would you reply to this statement. Discuss whether you agree or disagree with the statement and justify your answer.

6 (a) Define the term marketing. Discuss the scope and appropriateness of marketing function in satisfying human needs and wants. Given suitable examples.

(b) As a marketing manager, propose and formulate STP strategy for home fitness kit targeted at women. Discuss the base for your strategy.

7. Write short notes on any three of the following:

a) STP strategies
b) Functions of Packaging
c) Elements of promotion mix
d) Methods of sales forecasting
e) Market Intelligence

International business question paper

1. Define International business and It’s objectives.

2. What are the classification of International business?

3. What is a multinational corporation? and state It’s concept and strategy.

4. Write a brief note on ASEAN.

5. State the objectives of UNCTAD.

6. Explain dispute settlement under WTO.

7. Explain the procedure for international commercial Arbitration?

8. What is TRIMS? What are the essential features of TRIMS?


PART B — (4 *15 = 60 marks)

Answer any FOUR questions.

9. Explain the various factors influencing international business.

10. Discuss the role of NAFTA. Ec in international business of it’s member countries.

11. Briefly explain the kinds of collaboration and joint ventures.

12. Explain WTO’s structure functions and areas of operation.

13. What are the main problems faced by developing countries in increasing their exports? Discuss the role of UNCTAD in this connection.

14. Briefly explain environmental aspects in international business.

15. Explain the pull and push factors of foreign investments.