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Tanner Hill

Ms. Bennett

British Literature

12 December 2011

                                             Marketing

       What is marketing? Marketing is everything you can possibly do to get your product out

there and into a consumer’s hand. People market their business to advertise and make money,

and to also benefit consumers. When a business markets they are getting their name out there and

into a consumers mind. Marketing and advertising go hand in hand; they are right around the

same exact thing. When you advertise for example you are putting an advertisement on

television. Well you are marketing at the same time because you are doing everything you can do

to get a customer to buy your products.

       Have you ever heard of “New-Coke?” Did you taste it? Millions of people tried “New-

Coke” and they absolutely hated it. Coke decided to change the formula and make it sweeter like

Pepsi. Many people sent in complaints to Cokes headquarters. One complaint that the Atlanta

headquarters got was ''Dear Chief Dodo: What ignoramus decided to change the formula of

Coke?” (Fisher) This goes to show that many people liked coke but they liked Pepsi better. Coke

marketed “New-Coke” for a very long time. They spent over four million dollars in taste tests on

nearly two hundred thousand people (Fisher). When Coke put their new product on the shelves

they had a curious turnaround. Before May 30th 53% of shoppers said they liked “New-Coke”

and the rest did not like it (Fisher). A lot of the reasons people where not very fond of “New-

Coke” is because of all of the emotional ties that came with it. People did not like the fact that

their childhood memories where being taken away from them. The new product had a very
emotional toll on shoppers and it made the products not sell. Coke decided to bring back the old

formula and they made sure that they put “Coke a Cola Classic” on it. When you go in the store

today you will find more than six different kinds of coke (Fisher).

       When you see a check mark on a shoe or a shirt do you know that it’s a Nike product?

Nike is a very good example of a successful marketing campaign. Just about everyone on the

plant knows who makes the “Nike Swoosh,” and that is because Nike advertised and advertised

it, and made it there company logo. Nike and Reebok where very competitive and in the 90’s

Reebok was selling more products and Nike didn’t like that (Center). Nike was able to increase

its share of the domestic sport-shoe business from 18% to 43%, from $877 million in worldwide

sales to $9.2 billion in the ten years between 1988 and 1998. Nike spent $300 million on

overseas advertising alone; most of it centered around the “Just Do it” campaign. The success of

the campaign is that much more remarkable when one considers that an estimated 80% of the

sneakers sold in the U.S. are never used for the activities for which they have been designed

(Center). Nike is not the only company on that has had success like this. There are thousands of

companies that have been just as successful.

       When you see a bill board do you start to think of that company? There are many ways to

market your business. You have TV ads, bill boards, news paper advertising, and so many more.

I would say that the most affective and the most commonly used would be the television. Almost

everyone in the world has a television in their household that they watch or listen to. Another

affective way is radio ads. People listen to the radio on their way to work, school, while they go

to bed, and many more. These are just some of the ways that businesses market and advertise.

       Businesses are not the only things that market. You can even market states and people.

For example, I am from Alaska and when I turn on my television sometimes I will see
commercials of Alaska and it will have pictures of the state and some of the activities you can do

while you are there. They will have examples of people on kayaks, climbing a mountain, and

some other things. You will also see commercials for cruise ships and where they will be going

on the cruise. Some of the cruise ships will be going to the Bahamas or to Alaska and this is also

another way that states advertise. Sometimes you will also see an advertisement on the side of

the website that you are on. One additional thing that states do is they use brochures. When you

walk into a visitor’s center you can see hundreds of flyers and brochures. When you open the

brochure there is always a section about the state and then there is always a list of things you can

do. Then next to it you will see a brochure or flyer for a state park or another adventures thing

you can do. Sometimes there will be lists of restaurants and hotels.

       Sometimes states will conduct their own campaigns just within that state. For example

Hawaii started a state wide campaign called “Healthy Hawaii.” The reason they started this

campaign was to increase the physical activity and good nutrition. The way that they conducted

the survey was they sent out a random digital dialing survey (Maddok). There are many ways to

campaign. Sometimes you may not get the outcome you want.

       Some companies will target a certain group of people. It can be their gender, their age,

etc. In 1998 the master settlement agreement (MSA) restricted tobacco industries from targeting

teens when they advertise (Healton). The cigarette company Camel No. 9 mainly targeted teen

girls. This goes to show us that marketing can have a good influence or a bad influence. Just

because someone is advertising does not mean it is for a good cause. Marketing and advertising

can also get you in a lot of trouble. You could be marketing an illegal substance and if you get

caught you can go to jail, get fined, etc.
Marketing is not just having an, add on the radio or having a billboard. There are so many

ways that you can market. You can talk about it, you can text about it; and half of the time

people don’t realize it. Businesses are not the only things that market. You could be talking about

a store that you went into that had really cute clothes; that is marketing and advertising. A lot of

people that work in a business and don’t work in the marketing department often advertise and

they don’t even realize it. If you wear your company shirt or there logo, have a coffee mug with

their name on it; that is all advertising.

                Another problem that the world faces with advertising and marketing is all of the

negative effects that come from it. Let’s say that there is a commercial on TV that an alcoholic

beverage company put out and the commercial is of a party with a bunch of people that are

dancing around and having a great time. This commercial could look very appealing to someone

and they decide they want to go out and buy this alcoholic beverage. They could get very drunk

and decide to drive drunk; what would happen if they got in a car accident? That the commercial

influenced them in the wrong way and they could have ended up dead. Advertising is a

magnificent thing if you know how use it in the right way.

        One of the biggest things that commercials and advertising can do for the world is make

money. A lot of the times people will put out advertisements for fundraisers and for foundations.

One really big on that is very popular on TV is the ASPCA dog and cat foundation. They will try

and get you to sign up to donate money for a good cause. They will also do this for cancer

foundations and many other things. On their commercial they will put pictures of hurt dogs or

cats and make you feel bad for them to try and get your money. This is a very good Idea because

people have big hearts when it comes to neglected and abused animals. This is also a very good

thing because it is showing you that there are people out there that will hurt animals.
Marketing has great affect on people and what they will and will not do.

               One of the types of marketing is relationship marketing. This is where you are

trying to maintain excising customers rather than attracting new ones. Even though you would

think that attracting new customers is a great idea, keeping your old customers coming back is

even more important. When you use your returning customers, you know that they know how

your business is and how the people are. When you have returning customers they are going to

go back and tell their friends and people that they meet how much they love your business and

how they will only go there. You want to use your immediate friends and family on the same

boat as you so that they can tell their friend and family. So instead of reaching out to new people

you use the ones you already have to market your business so that you don’t have to go out and

spend a bunch of money on someone that will never step foot in your business. This is a very

good strategy if you use it right. It can save you a lot of time and money and expand your

business greatly.

       Marketing is simply advertising your business and bringing in customers. If you do not

advertise and market how do you expect people to know where you are and what you sell? If you

have good marketing skills and you market in the right way, your business should be pretty

successful. Marketing can either make or break your company. You as a business have to market

and advertise to people who would buy your merchandise and you have to stay focused on the

main group of people who buy your products so they can get the word out of what a great

experience they had.
Works Cited

I.     Fisher, Anna B. “COKE’S BRAND-LOYALTY LESSON Brand loyalty?

       Everyone knows Americans don’t have much anymore. Or do they? Ask the folks

       at Coca-Cola who tampered with a 99-year-old national institution. Their

       marketing goof provides clues to what brand loyalty is -- and how not to lose it.”

       fortune magazine 5 Aug. 1985: n. pag. CNN Money. Web. 2 Sept. 2011.

       <http://money.cnn.com/magazines/fortune/fortune_archive/1985/08/05/66245/

       index.htm>.

II.    Center For Applied Research. N.p., n.d. Web. 7 Sept. 2011.

       <http://www.cfar.com/Documents/nikecmp.pdf>.

III.   Jay E. Maddock, et al. "Avoiding a Knowledge Gap in a Multiethnic Statewide
       Social Marketing Campaign: Is Cultural Tailoring Sufficient?." Journal of Health
       Communication 16.3 (2011): 314-327. Academic Search Complete. EBSCO.Web.
       2 Sept. 2011

IV.    Cheryl G. Healton, et al. "Camel No. 9 Cigarette-Marketing Campaign Targeted
       Young Teenage Girls." Pediatrics 125.4 (2010): 619-626. Academic Search
       Complete. EBSCO. Web. 8 Sept. 2011.

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Research Project

  • 1. Tanner Hill Ms. Bennett British Literature 12 December 2011 Marketing What is marketing? Marketing is everything you can possibly do to get your product out there and into a consumer’s hand. People market their business to advertise and make money, and to also benefit consumers. When a business markets they are getting their name out there and into a consumers mind. Marketing and advertising go hand in hand; they are right around the same exact thing. When you advertise for example you are putting an advertisement on television. Well you are marketing at the same time because you are doing everything you can do to get a customer to buy your products. Have you ever heard of “New-Coke?” Did you taste it? Millions of people tried “New- Coke” and they absolutely hated it. Coke decided to change the formula and make it sweeter like Pepsi. Many people sent in complaints to Cokes headquarters. One complaint that the Atlanta headquarters got was ''Dear Chief Dodo: What ignoramus decided to change the formula of Coke?” (Fisher) This goes to show that many people liked coke but they liked Pepsi better. Coke marketed “New-Coke” for a very long time. They spent over four million dollars in taste tests on nearly two hundred thousand people (Fisher). When Coke put their new product on the shelves they had a curious turnaround. Before May 30th 53% of shoppers said they liked “New-Coke” and the rest did not like it (Fisher). A lot of the reasons people where not very fond of “New- Coke” is because of all of the emotional ties that came with it. People did not like the fact that their childhood memories where being taken away from them. The new product had a very
  • 2. emotional toll on shoppers and it made the products not sell. Coke decided to bring back the old formula and they made sure that they put “Coke a Cola Classic” on it. When you go in the store today you will find more than six different kinds of coke (Fisher). When you see a check mark on a shoe or a shirt do you know that it’s a Nike product? Nike is a very good example of a successful marketing campaign. Just about everyone on the plant knows who makes the “Nike Swoosh,” and that is because Nike advertised and advertised it, and made it there company logo. Nike and Reebok where very competitive and in the 90’s Reebok was selling more products and Nike didn’t like that (Center). Nike was able to increase its share of the domestic sport-shoe business from 18% to 43%, from $877 million in worldwide sales to $9.2 billion in the ten years between 1988 and 1998. Nike spent $300 million on overseas advertising alone; most of it centered around the “Just Do it” campaign. The success of the campaign is that much more remarkable when one considers that an estimated 80% of the sneakers sold in the U.S. are never used for the activities for which they have been designed (Center). Nike is not the only company on that has had success like this. There are thousands of companies that have been just as successful. When you see a bill board do you start to think of that company? There are many ways to market your business. You have TV ads, bill boards, news paper advertising, and so many more. I would say that the most affective and the most commonly used would be the television. Almost everyone in the world has a television in their household that they watch or listen to. Another affective way is radio ads. People listen to the radio on their way to work, school, while they go to bed, and many more. These are just some of the ways that businesses market and advertise. Businesses are not the only things that market. You can even market states and people. For example, I am from Alaska and when I turn on my television sometimes I will see
  • 3. commercials of Alaska and it will have pictures of the state and some of the activities you can do while you are there. They will have examples of people on kayaks, climbing a mountain, and some other things. You will also see commercials for cruise ships and where they will be going on the cruise. Some of the cruise ships will be going to the Bahamas or to Alaska and this is also another way that states advertise. Sometimes you will also see an advertisement on the side of the website that you are on. One additional thing that states do is they use brochures. When you walk into a visitor’s center you can see hundreds of flyers and brochures. When you open the brochure there is always a section about the state and then there is always a list of things you can do. Then next to it you will see a brochure or flyer for a state park or another adventures thing you can do. Sometimes there will be lists of restaurants and hotels. Sometimes states will conduct their own campaigns just within that state. For example Hawaii started a state wide campaign called “Healthy Hawaii.” The reason they started this campaign was to increase the physical activity and good nutrition. The way that they conducted the survey was they sent out a random digital dialing survey (Maddok). There are many ways to campaign. Sometimes you may not get the outcome you want. Some companies will target a certain group of people. It can be their gender, their age, etc. In 1998 the master settlement agreement (MSA) restricted tobacco industries from targeting teens when they advertise (Healton). The cigarette company Camel No. 9 mainly targeted teen girls. This goes to show us that marketing can have a good influence or a bad influence. Just because someone is advertising does not mean it is for a good cause. Marketing and advertising can also get you in a lot of trouble. You could be marketing an illegal substance and if you get caught you can go to jail, get fined, etc.
  • 4. Marketing is not just having an, add on the radio or having a billboard. There are so many ways that you can market. You can talk about it, you can text about it; and half of the time people don’t realize it. Businesses are not the only things that market. You could be talking about a store that you went into that had really cute clothes; that is marketing and advertising. A lot of people that work in a business and don’t work in the marketing department often advertise and they don’t even realize it. If you wear your company shirt or there logo, have a coffee mug with their name on it; that is all advertising. Another problem that the world faces with advertising and marketing is all of the negative effects that come from it. Let’s say that there is a commercial on TV that an alcoholic beverage company put out and the commercial is of a party with a bunch of people that are dancing around and having a great time. This commercial could look very appealing to someone and they decide they want to go out and buy this alcoholic beverage. They could get very drunk and decide to drive drunk; what would happen if they got in a car accident? That the commercial influenced them in the wrong way and they could have ended up dead. Advertising is a magnificent thing if you know how use it in the right way. One of the biggest things that commercials and advertising can do for the world is make money. A lot of the times people will put out advertisements for fundraisers and for foundations. One really big on that is very popular on TV is the ASPCA dog and cat foundation. They will try and get you to sign up to donate money for a good cause. They will also do this for cancer foundations and many other things. On their commercial they will put pictures of hurt dogs or cats and make you feel bad for them to try and get your money. This is a very good Idea because people have big hearts when it comes to neglected and abused animals. This is also a very good thing because it is showing you that there are people out there that will hurt animals.
  • 5. Marketing has great affect on people and what they will and will not do. One of the types of marketing is relationship marketing. This is where you are trying to maintain excising customers rather than attracting new ones. Even though you would think that attracting new customers is a great idea, keeping your old customers coming back is even more important. When you use your returning customers, you know that they know how your business is and how the people are. When you have returning customers they are going to go back and tell their friends and people that they meet how much they love your business and how they will only go there. You want to use your immediate friends and family on the same boat as you so that they can tell their friend and family. So instead of reaching out to new people you use the ones you already have to market your business so that you don’t have to go out and spend a bunch of money on someone that will never step foot in your business. This is a very good strategy if you use it right. It can save you a lot of time and money and expand your business greatly. Marketing is simply advertising your business and bringing in customers. If you do not advertise and market how do you expect people to know where you are and what you sell? If you have good marketing skills and you market in the right way, your business should be pretty successful. Marketing can either make or break your company. You as a business have to market and advertise to people who would buy your merchandise and you have to stay focused on the main group of people who buy your products so they can get the word out of what a great experience they had.
  • 6. Works Cited I. Fisher, Anna B. “COKE’S BRAND-LOYALTY LESSON Brand loyalty? Everyone knows Americans don’t have much anymore. Or do they? Ask the folks at Coca-Cola who tampered with a 99-year-old national institution. Their marketing goof provides clues to what brand loyalty is -- and how not to lose it.” fortune magazine 5 Aug. 1985: n. pag. CNN Money. Web. 2 Sept. 2011. <http://money.cnn.com/magazines/fortune/fortune_archive/1985/08/05/66245/ index.htm>. II. Center For Applied Research. N.p., n.d. Web. 7 Sept. 2011. <http://www.cfar.com/Documents/nikecmp.pdf>. III. Jay E. Maddock, et al. "Avoiding a Knowledge Gap in a Multiethnic Statewide Social Marketing Campaign: Is Cultural Tailoring Sufficient?." Journal of Health Communication 16.3 (2011): 314-327. Academic Search Complete. EBSCO.Web. 2 Sept. 2011 IV. Cheryl G. Healton, et al. "Camel No. 9 Cigarette-Marketing Campaign Targeted Young Teenage Girls." Pediatrics 125.4 (2010): 619-626. Academic Search Complete. EBSCO. Web. 8 Sept. 2011.