abhishreshthaa
Abhijeet S
Starz (originally "Starz!", it dropped the exclamation point in 2005) is a U.S. pay television channel that features mainly first-run motion pictures. It was founded in 1994 and it is owned by Liberty Starz. Encore, its sister channel, was launched three years earlier. Starz and Encore are considered the flagship channels of Starz Entertainment.
As of December 2008, Starz's programming is available to 17.7 million subscribers in the United States.
Starz was launched on February 1, 1994 at 8 p.m. ET, primarily on TCI cable systems (both it and Liberty Media were controlled by John Malone); the first movie ever aired on the channel was the 1992 drama Scent of a Woman starring Al Pacino.[2] While at launch, its cable coverage was mainly limited to TCI systems, Starz's carriage later expanded to more than 90% of all American cable systems in the United States by the beginning years of the first decade of the twenty-first century. The channel focused more on recent hit movies than sister channel Encore, which originally aired movies made primarily in the 1960s, 1970s, and 1980s before adding recent fare as well in 1999.
Starz! originally carried the "Encore 8" moniker. Within two years of the channel's launch, Starz began being separated from the Encore brand (though "Encore 8" remained until 2002) and launching multiplex channels: Starz! 2 (launched 1996, renamed Starz! Theater in 1999 and Starz Edge in 2005), BET Movies: Starz! (launched 1997, renamed Black Starz! in 2001 after BET came under common ownership with Showtime, and renamed Starz inBlack in 2005), Starz! Cinema (launched 1999), Starz! Family (launched in 2000), and Starz! Kids (launched 2004). Starz! Family and Starz! Kids later merged into Starz Kids & Family in 2005, with Starz Comedy taking Starz! Kids's channel space at the same time. An high definition simulcast feed was launched in 2004.
* Product
* Price
* Place (distribution)
* Promotion
The term "marketing mix" became popularized after Neil H. Borden published his 1964 article, The Concept of the Marketing Mix. Borden began using the term in his teaching in the late 1940's after James Culliton had described the marketing manager as a "mixer of ingredients". The ingredients in Borden's marketing mix included product planning, pricing, branding, distribution channels, personal selling, advertising, promotions, packaging, display, servicing, physical handling, and fact finding and analysis. E. Jerome McCarthy later grouped these ingredients into the four categories that today are known as the 4 P's of marketing, depicted below:
The Marketing Mix
The Marketing Mix
These four P's are the parameters that the marketing manager can control, subject to the internal and external constraints of the marketing environment. The goal is to make decisions that center the four P's on the customers in the target market in order to create perceived value and generate a positive response.
Product Decisions
The term "product" refers to tangible, physical products as well as services. Here are some examples of the product decisions to be made:
* Brand name
* Functionality
* Styling
* Quality
* Safety
* Packaging
* Repairs and Support
* Warranty
* Accessories and services
Price Decisions
Some examples of pricing decisions to be made include:
* Pricing strategy (skim, penetration, etc.)
* Suggested retail price
* Volume discounts and wholesale pricing
* Cash and early payment discounts
* Seasonal pricing
* Bundling
* Price flexibility
* Price discrimination
Distribution (Place) Decisions
Distribution is about getting the products to the customer. Some examples of distribution decisions include:
* Distribution channels
* Market coverage (inclusive, selective, or exclusive distribution)
* Specific channel members
* Inventory management
* Warehousing
* Distribution centers
* Order processing
* Transportation
* Reverse logistics
Promotion Decisions
In the context of the marketing mix, promotion represents the various aspects of marketing communication, that is, the communication of information about the product with the goal of generating a positive customer response. Marketing communication decisions include:
* Promotional strategy (push, pull, etc.)
* Advertising
* Personal selling & sales force
* Sales promotions
* Public relations & publicity
* Marketing communications budget
As of December 2008, Starz's programming is available to 17.7 million subscribers in the United States.
Starz was launched on February 1, 1994 at 8 p.m. ET, primarily on TCI cable systems (both it and Liberty Media were controlled by John Malone); the first movie ever aired on the channel was the 1992 drama Scent of a Woman starring Al Pacino.[2] While at launch, its cable coverage was mainly limited to TCI systems, Starz's carriage later expanded to more than 90% of all American cable systems in the United States by the beginning years of the first decade of the twenty-first century. The channel focused more on recent hit movies than sister channel Encore, which originally aired movies made primarily in the 1960s, 1970s, and 1980s before adding recent fare as well in 1999.
Starz! originally carried the "Encore 8" moniker. Within two years of the channel's launch, Starz began being separated from the Encore brand (though "Encore 8" remained until 2002) and launching multiplex channels: Starz! 2 (launched 1996, renamed Starz! Theater in 1999 and Starz Edge in 2005), BET Movies: Starz! (launched 1997, renamed Black Starz! in 2001 after BET came under common ownership with Showtime, and renamed Starz inBlack in 2005), Starz! Cinema (launched 1999), Starz! Family (launched in 2000), and Starz! Kids (launched 2004). Starz! Family and Starz! Kids later merged into Starz Kids & Family in 2005, with Starz Comedy taking Starz! Kids's channel space at the same time. An high definition simulcast feed was launched in 2004.
* Product
* Price
* Place (distribution)
* Promotion
The term "marketing mix" became popularized after Neil H. Borden published his 1964 article, The Concept of the Marketing Mix. Borden began using the term in his teaching in the late 1940's after James Culliton had described the marketing manager as a "mixer of ingredients". The ingredients in Borden's marketing mix included product planning, pricing, branding, distribution channels, personal selling, advertising, promotions, packaging, display, servicing, physical handling, and fact finding and analysis. E. Jerome McCarthy later grouped these ingredients into the four categories that today are known as the 4 P's of marketing, depicted below:
The Marketing Mix
The Marketing Mix
These four P's are the parameters that the marketing manager can control, subject to the internal and external constraints of the marketing environment. The goal is to make decisions that center the four P's on the customers in the target market in order to create perceived value and generate a positive response.
Product Decisions
The term "product" refers to tangible, physical products as well as services. Here are some examples of the product decisions to be made:
* Brand name
* Functionality
* Styling
* Quality
* Safety
* Packaging
* Repairs and Support
* Warranty
* Accessories and services
Price Decisions
Some examples of pricing decisions to be made include:
* Pricing strategy (skim, penetration, etc.)
* Suggested retail price
* Volume discounts and wholesale pricing
* Cash and early payment discounts
* Seasonal pricing
* Bundling
* Price flexibility
* Price discrimination
Distribution (Place) Decisions
Distribution is about getting the products to the customer. Some examples of distribution decisions include:
* Distribution channels
* Market coverage (inclusive, selective, or exclusive distribution)
* Specific channel members
* Inventory management
* Warehousing
* Distribution centers
* Order processing
* Transportation
* Reverse logistics
Promotion Decisions
In the context of the marketing mix, promotion represents the various aspects of marketing communication, that is, the communication of information about the product with the goal of generating a positive customer response. Marketing communication decisions include:
* Promotional strategy (push, pull, etc.)
* Advertising
* Personal selling & sales force
* Sales promotions
* Public relations & publicity
* Marketing communications budget