netrashetty
Netra Shetty
Marketing Research of Bose Corporation : Bose Corporation is a privately held organization, based in Framingham, Massachusetts, that specializes in audio equipment.[2] Founded in 1964 by Amar G. Bose, the company operates 5 plants, 151 retail stores (as of October 20, 2006) and an automotive subsidiary at Stow, Massachusetts. With respect to sales in the U.S. for home audio retail and portable audio retail sales, Bose was ranked third for the period of November 2008 to April 2009.[3] Bose is known for the 901 speaker series.
As the term suggests, marketing communication functions within a marketing framework. Traditionally known as the promotional element of the four Ps of marketing (product, place, price, and promotion), the primary goal of marketing communication is to reach a defined audience to affect its behavior by informing, persuading, and reminding. Marketing communication acquires new customers for brands by building awareness and encouraging trial. Marketing communication also maintains a brand's current customer base by reinforcing their purchase behavior by providing additional information about the brand's benefits. A secondary goal of marketing communication is building and reinforcing relationships with customers, prospects, retailers, and other important stakeholders.
Successful marketing communication relies on a combination of options called the promotional mix. These options include advertising, sales promotion, public relations, direct marketing, and personal selling. The Internet has also become a powerful tool for reaching certain important audiences. The role each element takes in a marketing communication program relies in part on whether a company employs a push strategy or a pull strategy. A pull strategy relies more on consumer demand than personal selling for the product to travel from the manufacturer to the end user. The demand generated by advertising, public relations, and sales promotion "pulls" the good or service through the channels of distribution. A push strategy, on the other hand, emphasizes personal selling to push the product through these channels.
Figure 1
Elements of Marketing Communication
For marketing communication to be successful, however, sound management decisions must be made in the other three areas of the marketing mix: the product, service or idea itself; the price at which the brand will be offered; and the places at or through which customers may purchase the brand. The best promotion cannot overcome poor product quality, inordinately high prices, or insufficient retail distribution.
Likewise, successful marketing communication relies on sound management decisions regarding the coordination of the various elements of the promotional mix. To this end, a new way of viewing marketing communication emerged in the 1990s. Called integrated marketing communication, this perspective seeks to orchestrate the use of all forms of the promotional mix to reach customers at different levels in new and better ways.
INTEGRATED MARKETING
COMMUNICATION
The evolution of this new perspective has two origins. Marketers began to realize that advertising, public relations, and sales were often at odds regarding responsibilities, budgets, management input and myriad other decisions affecting the successful marketing of a brand. Executives in each area competed with the others for resources and a voice in decision making. The outcome was inconsistent promotional efforts, wasted money, counterproductive management decisions, and, perhaps worst of all, confusion among consumers.
Secondly, the marketing perspective itself began to shift from being market oriented to market driven. Marketing communication was traditionally viewed as an inside-out way of presenting the company's messages. Advertising was the dominant element in the promotional mix because the mass media could effectively deliver a sales message to a mass audience. But then the mass market began to fragment. Consumers became better educated and more skeptical about advertising. A variety of sources, both controlled by the marketer and uncontrolled, became important to consumers. News reports, word-of-mouth, experts' opinions, and financial reports were just some of the "brand contacts" consumers began to use to learn about and form attitudes and opinions about a brand or company, or make purchase decisions. Advertising began to lose some of its luster in terms of its ability to deliver huge homogeneous audiences. Companies began to seek new ways to coordinate the multiplicity of product and company messages being issued and used by consumers and others.
Thus, two ideas permeate integrated marketing communication: relationship building and synergy. Rather than the traditional inside-out view, IMC is seen as an outside-in perspective. Customers are viewed not as targets but as partners in an ongoing relationship. Customers, prospects, and others encounter the brand and company through a host of sources and create from these various contacts ideas about the brand and company. By knowing the media habits and lifestyles of important consumer segments, marketers can tailor messages through media that are most likely to reach these segments at times when these segments are most likely to be receptive to these messages, thus optimizing the marketing communication effort.
Ideally, IMC is implemented by developing comprehensive databases on customers and prospects, segmenting these current and potential customers into groups with certain common awareness levels, predispositions, and behaviors, and developing messages and media strategies that guide the communication tactics to meet marketing objectives. In doing this, IMC builds and reinforces mutually profitable relationships with customers and other important stakeholders and generates synergy by coordinating all elements in the promotional mix into a program that possesses clarity, consistency, and maximum impact.
Practitioners and academics alike, however, have noted the difficulty of effectively implementing IMC. Defining exactly what IMC is has been difficult. For example, merely coordinating messages so that speaking "with one clear voice" in all promotional efforts does not fully capture the meaning of IMC. Also, changing the organization to accommodate the integrated approach has challenged the command and control structure of many organizations. However, studies suggest that IMC is viewed by a vast majority of marketing executives as having the greatest potential impact on their company's marketing strategies, more so than the economy, pricing, and globalization.
One example of projective technique is the Mood boards (brand mapping). These are collages of, example magazine clippings which represents the way the participants of the study think or feel about the research object. The assignments that are given to the participants are commonly open or the participants can include clips whatever seems connected to them. In practice, the respondents clip people, animals, things, colors and words. This technique is useful in qualitative study, for instance the study by Hofstede, van Hoof, Walenberg & de Jong (2007) which focus on the personification of the celebrities which corresponds their view about four beers. As a result, the authors had been able to gather data which support the perceived image of the consumers towards the brands.
Another technique is the sentence completion (completion), the subject will be given an incomplete sentence, story, argument or conversation and asked to finish it (Burns & Lennon, 1993 in Donoghue, 2000). This technique will be very useful in the quantitative research, because the researcher will be able to get simple and concise answers from the respondents which will be easy to understand or analyze. For instance, the participants can be asked to complete a sentence which pertains on the characteristics of a given product or brand, it can be used in order to know the expectations of the consumers towards the product or brand, together with his or her perception about it. Thus, it will be very helpful in comparing the expectations and satisfactions of the customers, which can help to evaluate the performance of the product or brand in meeting the demands and needs of the customers.
Both of the said process will be helpful because it enables the sample to enjoy the study, at the same time, enable the researchers to gather important information to be used in the decision-making process.
Question 2
There are many types of errors that are generally classified as sampling and non-sampling errors. A sampling error is the difference between the observe values of a specific variable and the average of a series of observed values over a period of time. On the other hand, non-sampling errors commonly arise because of errors in design, logic interpretation, field service or presentation (Stevens, Wrenn, Sherwood, & Ruddick, 2005).
In the case of the lifestyle survey of the Statistic Department of Singapore, base on the target 2,000 sample, it can be said that the study will face sampling errors. These errors pertain on the difference between a sample result and the result that would have been achieved by undertaking a complete census. Thus, just like in the case, the Department of Statistics done under-representation of the particular case in the sample, compared with the population as a whole. The entire population of the country as of March, 2008 was already 4.84 million. Thus, it can be said that 2,000 responses from the samples cannot represents the entire behavior or responses of the entire population. It is important to consider that it is important to take at least 60% of the entire population. However, the study will be very large, if it will take the 60% of the entire Singaporean, because, it will be hard to analyze such huge data. Thus, it can be said that the Department of Statistics made an error in choosing the statistical population, because the population is very huge that it will need huge amount of resources in order finish the study. Thus, because of the huge population, it will require long time in order to finish the study, it is important to consider the fact that the lifestyle of people changes over time, therefore when the study finish, the outcome can be obsolete because changes had happened in the lifestyle of the Singaporean.
On the other hand, because of the said errors in the sampling aspect of the study, it can be said that it will have and directly and indirectly impact over the non-sampling aspect of the study. Thus, this is called the sample frame errors consists of non-coverage and over-coverage samples in the population. Thus, it can be said that the entire research is not representing the entire population as well as the segments of the population. Aside from that, researcher did not include information that will delimit the candidate respondents, there is a big possibility for bias, because there will be some group (age, gender etc.) that will not be included in the study. These problems will be prevented by planning the samples and then adjusting it based on what and how the study will be conducted. Thus, it can affect the data gathering method which can add up to the bias of sampling framework. Thus, the most effective way of limiting or preventing the said error is to recognize its existence and to take correctional measures which pertain on improving the sample frame; establishing clear instruction which concern the data gathering method; specifying callback requirements; and verifying and monitoring responses from the sample population (Stevens, Wrenn, Sherwood, & Ruddick, 2005).
As the term suggests, marketing communication functions within a marketing framework. Traditionally known as the promotional element of the four Ps of marketing (product, place, price, and promotion), the primary goal of marketing communication is to reach a defined audience to affect its behavior by informing, persuading, and reminding. Marketing communication acquires new customers for brands by building awareness and encouraging trial. Marketing communication also maintains a brand's current customer base by reinforcing their purchase behavior by providing additional information about the brand's benefits. A secondary goal of marketing communication is building and reinforcing relationships with customers, prospects, retailers, and other important stakeholders.
Successful marketing communication relies on a combination of options called the promotional mix. These options include advertising, sales promotion, public relations, direct marketing, and personal selling. The Internet has also become a powerful tool for reaching certain important audiences. The role each element takes in a marketing communication program relies in part on whether a company employs a push strategy or a pull strategy. A pull strategy relies more on consumer demand than personal selling for the product to travel from the manufacturer to the end user. The demand generated by advertising, public relations, and sales promotion "pulls" the good or service through the channels of distribution. A push strategy, on the other hand, emphasizes personal selling to push the product through these channels.
Figure 1
Elements of Marketing Communication
For marketing communication to be successful, however, sound management decisions must be made in the other three areas of the marketing mix: the product, service or idea itself; the price at which the brand will be offered; and the places at or through which customers may purchase the brand. The best promotion cannot overcome poor product quality, inordinately high prices, or insufficient retail distribution.
Likewise, successful marketing communication relies on sound management decisions regarding the coordination of the various elements of the promotional mix. To this end, a new way of viewing marketing communication emerged in the 1990s. Called integrated marketing communication, this perspective seeks to orchestrate the use of all forms of the promotional mix to reach customers at different levels in new and better ways.
INTEGRATED MARKETING
COMMUNICATION
The evolution of this new perspective has two origins. Marketers began to realize that advertising, public relations, and sales were often at odds regarding responsibilities, budgets, management input and myriad other decisions affecting the successful marketing of a brand. Executives in each area competed with the others for resources and a voice in decision making. The outcome was inconsistent promotional efforts, wasted money, counterproductive management decisions, and, perhaps worst of all, confusion among consumers.
Secondly, the marketing perspective itself began to shift from being market oriented to market driven. Marketing communication was traditionally viewed as an inside-out way of presenting the company's messages. Advertising was the dominant element in the promotional mix because the mass media could effectively deliver a sales message to a mass audience. But then the mass market began to fragment. Consumers became better educated and more skeptical about advertising. A variety of sources, both controlled by the marketer and uncontrolled, became important to consumers. News reports, word-of-mouth, experts' opinions, and financial reports were just some of the "brand contacts" consumers began to use to learn about and form attitudes and opinions about a brand or company, or make purchase decisions. Advertising began to lose some of its luster in terms of its ability to deliver huge homogeneous audiences. Companies began to seek new ways to coordinate the multiplicity of product and company messages being issued and used by consumers and others.
Thus, two ideas permeate integrated marketing communication: relationship building and synergy. Rather than the traditional inside-out view, IMC is seen as an outside-in perspective. Customers are viewed not as targets but as partners in an ongoing relationship. Customers, prospects, and others encounter the brand and company through a host of sources and create from these various contacts ideas about the brand and company. By knowing the media habits and lifestyles of important consumer segments, marketers can tailor messages through media that are most likely to reach these segments at times when these segments are most likely to be receptive to these messages, thus optimizing the marketing communication effort.
Ideally, IMC is implemented by developing comprehensive databases on customers and prospects, segmenting these current and potential customers into groups with certain common awareness levels, predispositions, and behaviors, and developing messages and media strategies that guide the communication tactics to meet marketing objectives. In doing this, IMC builds and reinforces mutually profitable relationships with customers and other important stakeholders and generates synergy by coordinating all elements in the promotional mix into a program that possesses clarity, consistency, and maximum impact.
Practitioners and academics alike, however, have noted the difficulty of effectively implementing IMC. Defining exactly what IMC is has been difficult. For example, merely coordinating messages so that speaking "with one clear voice" in all promotional efforts does not fully capture the meaning of IMC. Also, changing the organization to accommodate the integrated approach has challenged the command and control structure of many organizations. However, studies suggest that IMC is viewed by a vast majority of marketing executives as having the greatest potential impact on their company's marketing strategies, more so than the economy, pricing, and globalization.
One example of projective technique is the Mood boards (brand mapping). These are collages of, example magazine clippings which represents the way the participants of the study think or feel about the research object. The assignments that are given to the participants are commonly open or the participants can include clips whatever seems connected to them. In practice, the respondents clip people, animals, things, colors and words. This technique is useful in qualitative study, for instance the study by Hofstede, van Hoof, Walenberg & de Jong (2007) which focus on the personification of the celebrities which corresponds their view about four beers. As a result, the authors had been able to gather data which support the perceived image of the consumers towards the brands.
Another technique is the sentence completion (completion), the subject will be given an incomplete sentence, story, argument or conversation and asked to finish it (Burns & Lennon, 1993 in Donoghue, 2000). This technique will be very useful in the quantitative research, because the researcher will be able to get simple and concise answers from the respondents which will be easy to understand or analyze. For instance, the participants can be asked to complete a sentence which pertains on the characteristics of a given product or brand, it can be used in order to know the expectations of the consumers towards the product or brand, together with his or her perception about it. Thus, it will be very helpful in comparing the expectations and satisfactions of the customers, which can help to evaluate the performance of the product or brand in meeting the demands and needs of the customers.
Both of the said process will be helpful because it enables the sample to enjoy the study, at the same time, enable the researchers to gather important information to be used in the decision-making process.
Question 2
There are many types of errors that are generally classified as sampling and non-sampling errors. A sampling error is the difference between the observe values of a specific variable and the average of a series of observed values over a period of time. On the other hand, non-sampling errors commonly arise because of errors in design, logic interpretation, field service or presentation (Stevens, Wrenn, Sherwood, & Ruddick, 2005).
In the case of the lifestyle survey of the Statistic Department of Singapore, base on the target 2,000 sample, it can be said that the study will face sampling errors. These errors pertain on the difference between a sample result and the result that would have been achieved by undertaking a complete census. Thus, just like in the case, the Department of Statistics done under-representation of the particular case in the sample, compared with the population as a whole. The entire population of the country as of March, 2008 was already 4.84 million. Thus, it can be said that 2,000 responses from the samples cannot represents the entire behavior or responses of the entire population. It is important to consider that it is important to take at least 60% of the entire population. However, the study will be very large, if it will take the 60% of the entire Singaporean, because, it will be hard to analyze such huge data. Thus, it can be said that the Department of Statistics made an error in choosing the statistical population, because the population is very huge that it will need huge amount of resources in order finish the study. Thus, because of the huge population, it will require long time in order to finish the study, it is important to consider the fact that the lifestyle of people changes over time, therefore when the study finish, the outcome can be obsolete because changes had happened in the lifestyle of the Singaporean.
On the other hand, because of the said errors in the sampling aspect of the study, it can be said that it will have and directly and indirectly impact over the non-sampling aspect of the study. Thus, this is called the sample frame errors consists of non-coverage and over-coverage samples in the population. Thus, it can be said that the entire research is not representing the entire population as well as the segments of the population. Aside from that, researcher did not include information that will delimit the candidate respondents, there is a big possibility for bias, because there will be some group (age, gender etc.) that will not be included in the study. These problems will be prevented by planning the samples and then adjusting it based on what and how the study will be conducted. Thus, it can affect the data gathering method which can add up to the bias of sampling framework. Thus, the most effective way of limiting or preventing the said error is to recognize its existence and to take correctional measures which pertain on improving the sample frame; establishing clear instruction which concern the data gathering method; specifying callback requirements; and verifying and monitoring responses from the sample population (Stevens, Wrenn, Sherwood, & Ruddick, 2005).
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