marketing mix Essay Example

marketing mix Essay Example marketing mix Paper marketing mix Paper Topic: Marketing-(Nike, Inc. ) Introduction Nike was the Goddess of victory in Greek mythology. In 1978 an athlete runner Philip Knight and his coach, Bill Bowerman renamed their small sportswear company as Nike. Since then, the business has increased dramatically. At present Nike, Inc. has already become a major public traded sportswear and equipment supplier in the United States. It is the worlds leading supplier of athletic shoes and apparel and a major manufacturer of sport equipment with revenue in excess of IJS$ 24,13 billion in last year 2012. (Nike,lnc. reports fiscal 2013) . Nike as a most successful company in the world. It must have a well marketing management that can perfectly identify and anticipates customer requirement and satisfy them. There are many marketing elements that must have led Nike to become such a powerful brand. This study will analyse the Nikes marketing mix and its market orientation, in addition a conclusion for marketing of Nike. Marketing mix According to the concept of marketing mix (Neil Borden 1953), marketing mix was defined as an instrument to analyse product, price, place and promotion in order to establish relationships with customers. Product is seen as an item that can satisfy what a consumer demand that includes tangible goods and intangible service. Promotion means all of the methods of communication that marketers use to deliver information to different communities about the product. Place represents the location where the tangible and/or intangible products are provided for customers. Price is a sum of money that a customer pays for the product. Product: In order to satlsTy tne consumers aemana, NIKe Tlrst provides a w10e range of products that involves all aspects of different sport areas for their customer. This eans all the customers could be satisfied by Nikes products, no matter what the needs of the people. Nike has all the equipment for them. Secondly, According to the companys mission statement: to bring inspiration an innovation to every athlete in the world, Nike also makes high quality and environmental goods with most new technology, a good example is the basketball shoe, it utilises the Nike Flywire, Nike Zoom, Nike Air technique that loosens or tightens with the natural notion of the foot and provides support, protection and stability. These techniques can ensure the player has greatest performance in the game. Moreover Nike deem fashion is really crucial factor for any products, therefore Nike hire famous designers to design its product and also providing variety of colors and styles for its customers, that makes more and more people are attracted by Nikes product and using them every day, even though they were first designed for athletes. Hence, Nike has perfectly satisfied their customers by supplying a variable, high quality, technological, and fashionable product. Price: Nike uses premium-pricing strategy. The premium pricing strategy is the application of a fixed price based on the quality of the product. This has made Nike o set relatively higher price than its competitors. This strategy focuses on the consumers who think high quality is more important than the cheap price, and also those who like Nike Company more. This means Nike has to spend more money to build a good company reputation and image such as TV advertisement, celebrity endorsement, sponsoring charitable activities. These can be another reasons for the high price products. In fact this strategy seems to be working very well, as most people who choose to purchase Nike commodities accesses that they are ready for their prices since they feel that Nike is reasonable. Hampy, 2006). Place: Nike sells its products directly and also uses distributors and e-commercial. When selling its products directly, the company has created the idea of Nike towns in different parts of the USA, in order to contact with clients directly and can therefore analyse consumer behaviours. This also can help to measure the level of demand for a particular product. These data play a significant role in their marketing strategy. Furthermore, a right method of distribution might help the company save many valuable resources, but there are also many drawbacks, for instance, if Nike hires a elivering company to take commodities to customer. The customer may expect that delivery companies can do it as fast as possible, this may cost Nike a great sum of money to acquire such a good delivery. Moreover, in case the deliveries are damaged or delayed accidently, the clients will tend to blame Nike for the damage or delay, instead of the delivery company. This will harm the reputation of Nike. Lastly, Nike has been using a successful e-commercial over last two decades. The first e- commercial site was launched in April 1999 by providing over 65 styles of sport roducts to the US market for purchasing (Nike, 2013). This helps the promotion of NIKes products all over tne glooe. Promotion: Nike used to sponsor numerous sport celebrities to publicise their product. Such as Kobe Bryant in basketball, Tiger woods in golf, Federer in tennis. This is a really effective approach to improve awareness, and image of the brand. For example, if a celebrity athlete sponsors a specific brand of athletic shoes, the brand will be associated with success. Besides that, there are also many popular Nike advertisement that spread all over the word, however advertisements do have some isadvantages; they do not target specific customers, and information are received by those who happen to be at a certain location, who are likely not to purchase the product, and this may waste the companys resources. However, this may be not happened with Nikes products, as their commodities fit any category of people, as the company mission statement: to bring inspiration and innovation to every athlete in the world, If you have a body you are an athlete. (Bill Bowerman, Nike Co-founder). Additionally, in recent years, because social media is cheap, easy and influential, it provides a crucial promotion platform for Nike. Nike uses Facebook and Twitter to deliver the promotion information to their client, and receives feedback form their customers. This two-way communication can makes Nike select more important and accurate data from customers. All these promotion activities certainly make Nike become the most recognisable brand in the world. Market orientations This theory is to consider the demand and interest of customers, organizations and societies in order to find out which market orientation best suites the company. There are five parts of orientations. 1 . Production-This concept believes that customers prefer products that are both idely available and inexpensive. The marketer should concentrate on reaching high production efficiency, low costs and mass distribution. This concept normally makes sense in developing countries, where consumers only want get the cheap products. 2. Products-This orientation focus on supplying products that provides the best quality, performance and innovative features. However it might sometimes not really fulfill the customer demand. . Selling-This concept means the company is more interested in selling and promoting, they keep promoting their products to stimulate more buying. 4. Marketing-This orientation concentrate on the companys customer needs and what they want in order to makes the company better than its competitors. 5. Social Responsible Marketing-This orientation holds that in order to reach organlsatlons goal, tne organlsatlon not only prov10es a nlgn quallty products, It also should reinforce social and ethical values fore the benefit of citizens. I think there is no doubt that Nike as an organization is market- orientated. According to Phil Knight, COE Nike (2009) answered in an interview that for years we considered ourselves as a product-orientated company however, we now understand the most mportant thing is the consumers as they lead the innovation. They believe that the consumers needs and wants is their most important marketing tool. This can be certainly proved by it offer variety products which cover nearly all areas in order to fulfill different needs of people. A good example is the Nike+ iPod. Nike realised there are some customers used to track their runners space on their iPod, therefore Nike generates some products that have been installed with a radio device that can connect to their iPod and measuring their running distance automatically, however the price does not change that much. Besides that, all Nikes products were designed to be fashionable, this can satisfy those who are not an athlete, but only want a beautiful shoe, then the idea of create you own shoe come out. The customer can design their own shoes on Nike website, the customer can choose and colors and styles they like, and Nike makes it for them. Therefore, no matter who you are, what you want, there always is a Nike product suit you, as you are the most importance for Nike (Phil Knight 2009). This orientation certainly helps Nike earn more marketing, because in the present society, customers have variety of choices. Whether can satisfy the demand of consumers is the most crucial factor to influence the consumer decision-making process. Alet C Erasmus, Elizabeth Boshoff and GG Rousseau2001) Conclusion From the about study, we had understanding the Nike is market orientation company, it deem consumers needs and wants are most crucial elements for its marketing strategy. Besides that, we also analyzed Nikes product, price, promotion, and place base on marketing mix theory. Then we sought out that Nike generates a verity of high quality, fashionable and functional products. And it has buil t a most ecognizable band and a high company reputation and image through by social media, advertisements and celebrity endorsement. These factors lead to Nike became such a successful company. In the future, Nike will continue the principle in order to satisfy more and more customer. world count: 1 Reference: 1. Hampy, J. (2006): Reengineering the Nike Corporation: A Manifesto for Business marketing in Nike, Harper 2. Kohli, A. K. Jaworski, B. J. (1990). Market Orientation: The Construct, Research Propositions, and Managerial Implications. The Journal of Marketing, 54(2),1-18. 3. Ruekert, Robert W. 1992). Developing a Market Orientation: An Organizational Strategy Perspective. International Journal of Research in Marketing, 9(3),225-45. 4. Nike,inc. reports fiscal (2013) fourth quarter and full year results. Available at http://nikeinc. com/news/nike-inc-reports-fiscal-2012-fourth- quarter-and-full-year-results. [accessed 11/08/2013] 5. Nike elevates global e commerce strategy (2013). Available at http://nikeinc. com/news/nike-inc-elevates- global-e-commerce-strategy [accessed 11/08/2013] 6. Ruekert, Robert W. (1992). Developing a Market Orientation: An Organizational Strategy Perspective. International Journal of Research in Marketing, 9(3),225-45. . Phil Knight, CEO Nike on product marketing (2009) available at marketinginprogress. com/ 2009/04/16/phil-knight-nike-ceo-on-product-marketing/[accessed 1 1108/2013] 8. Borden, Neil H. (1964), The Concept of the Marketing Mix, Journal of Advertising Research, 4 (2), 2-7. 9. Naylor, J. (2004), Management marketing in Management 2ed. prennce Hall, PP 520-554. 10. Erasmus, C, A, Boshoff, E and Rousseau GG (2001) , Consumer decision-making models within the discipline of consumer science: a critical approach Journal of Family Ecology and Consumer Sciences, Vol 29.

A Critique of A Good Man is Hard to Find good hard

A Critique of A Good Man is Hard to Find good hard Essay A Critiqueof A Good Man is Hard to Find She reached out and touched him on the shoulder. The Misfit sprang back as if a snake had bitten him and shot her three times through the chest. Flannery OConnors A Good Man is Hard to Find is the story of a familys vacation tragically ended by a murderer and his gang. After a meddlesome Mother/Mother-In-Law/Grandmother tries to insist that the family go to Tennessee instead of Florida, it was in fact through her own insistence that prompted the family stray from the main path in search of some false, lost treasure. This deadly decision caused the family to fall prey to the Misfit. Foreshadowing at the beginning of the story hints to the reader that while on their trip to Florida, this family is destined to cross paths with the Misfit. For example, Here this fellow that calls himself The Misfit is aloose from the Federal Pen and headed toward Florida and you read here what it says he did to these people. Just you read it. Through OConnors use of characterization, symbolism and the theme that A Good Man is Hard to Find, OConnors point that societys morals and faith has crumbled is conveyed. OConnors use of characterization shows the breaking down of respect and discipline in American society. From past generations to present generations, this message can be understood. Grandma represents the past with her strong Southern Hospitality heritage. For instance, The old lady settled herself comfortably, removing her white cotton gloves and putting them up with her purse on the shelf in front of the back window. Her collar and cuffs were white organdy trimmed with lace and at her neckline she had pinned a purple spray of cloth violets containing a sachet. In case of an accident, anyone seeing her dead on the highway would know at once that she was a lady. Later on she even states, In my timechildren were more respectful of their native states and their parents and everything else. People did right then. The grandchildren, however, are a product of where this gap between social courtesy and lack of discipline apply. In the beginning of the story June Star rudely comments to her grandmother, She wouldnt stay home for a million bucks, afraid shed miss something. She has to go everywhere we go. When John Wesley was asked by the grandmother what he would do if confronted by the Misfit his reply was, Id smack his face. In the end we found this to be very untrue. The Misfits character is again the result of the breakdown in humanity, family values and all of the values that have been lost in todays culture. The Misfit may have some social graces because he says politely, Yes mam, No mam, I pre-chate that lady, and apologizes to the grandmother for Baileys harsh comment, but there is some uneasiness about the morals his own father had as a role model. There is an undertone that the Misfits father had a darker side and had some run-ins with the Authorities. The Misfit explained to the grandmother, Daddy was a card himself. You could never put anything over on him. He never got in trouble with the Authorities though. Just had the knack of handling them. OConnors symbolism throughout the story represents faith (or lack of), and death. The fact that the family had strayed from the main path onto an unimportant side road, where they were killed, symbolizes how people often stray from Jesus and follow the wrong path spiritually. Even the towns name Toombsboro is a symbol of death. It was in this town that the grandmother thought the old plantation was. This was where she became sidetracked, again like her faith in Jesus. In the car, John Wesley and June Star were playing a game by guessing the shape of the clouds in the sky. READ: The New Age After the 1500s Essay The clouds represent the grandmothers superficial faith. She dressed herself with the purple spray of flowers just in case she died. It was as if she were taking death lightly. It was when .

Can politics ever be considered just for Augustine Essay

Can politics ever be considered just for Augustine - Essay Example The great influence that his teachings had and continue to have in the modern period can be attributed to his persuasive nature, since the was able to influence the basic processes through which the Christian church operates today; not only the catholic church but also the Eastern Orthodox and the Protestants. With this in mind, it would be prudent to ensure that the teachings of this man are studied so that it can be determined whether he considered politics to be just or not. If one considers Augustine’s teachings, one would come to the conclusion that he believes politics can be just because of his belief in free will. Free will, according to Augustine, is an essential part of the human connection with God (Elshtain, 2004). While this may be the case, he lived during an age where many individuals were often subjected into lifelong servitude and slavery. The latter people did not have the free will to be able to make their own choices in life and only had to submit to the wi ll of their masters, a fact which would not have been in agreement with Augustine’s beliefs. ... democratic system where the free will of an individual is what determined whether he participated in the politics of his society or not (Visser, 2010). The fact that many of the individuals who lived in the Roman society lacked free will because of the autocratic government that was in place, may have had an influence on the teachings of Augustine, who, despite not having been born a Christian, was among those who developed the doctrine of free will in the religious and political scene of the time. According to Augustine, free will existed because it was granted by God, so that in order for an individual to achieve it, it had to be granted by God (Valk, 2009). The fact that some individuals in the society did not possess free will was because God had not seen it fit to grant it to them and this ensured that they were not yet worthy of it. It can be said that those individuals who have the free will to participate in politics have been granted this privilege by God and since God is co nsidered to be just, then there is justice in politics. Free will is absolutely essential to human nature as this is what determines what individuals do with their live, whether good or evil. The ability to make this choice is among the most fundamental aspects of politics because it enables individuals to take differing viewpoints without necessarily having to see eye to eye on some matters. It was this teaching which came to be adopted by the protestant movement, especially the Calvinists, who accepted Augustine’s teaching that there is both free will and divine grace, and as such, the will of an individual is often predestined. One of the conditions which Augustine considers to be necessary for individuals to attain free will is the keeping and fulfilling of all the commandments of

Batman the Dark Knight (2008) and Religious Views Essay

Batman the Dark Knight (2008) and Religious Views - Essay Example Harvey Dent (Aaron Eckhart) the District Attorney is threatened by this action. Going by the situation he approaches Lt. Jim Gordon (Gary Oldman) and the Batman. As there are very little that could had been done by being within the boundary of law, Batman is asked to bring back Lau from Hong Kong. The Joker brings in a series of terrorism in the city and Batman again had to don in his black cloak and fight against the terror. Instead of following the league and reprocessing the super hero cliche, Nolan tries to depict his two archetypal characters that are the Joker and the Batman with an emphasis on religious relevance. Religious Aspect The directorial aspect of Nolan resemble with the Buddhist understanding, where the evil deeds of the movie have been shown as an effect of various adverse causes and situation. Unlike other superhero movie evil is not created out of vacuum here. In fact the joker has been portrayed as a victim of severe emotional and physical child abuse. The Distri ct attorney who is the protector of law also breaks the law of the city when he asks the Batman to do something which remains unresolved by law. The absence of good has been constructed through actions in the movie. The emergence of Two-Face in the movie reveals the dichotomy in the human nature and that no single human being is either a white character-full of virtues or a black character-full of vices, they represent shades of grey. Two-Face has also been symbolized by the fact that despite the economic crisis in the city of Gotham, the mafias and the Joker are able to keep small army of people. The movie depicts the joker as the most non- religious person and the Batman is the religious person who thinks for the good of the human kind. Respecting humanity is the essence of any religion in the world and hence Batman can be regarded as the religious character despite some controversies which does not acknowledge him as a Catholic and denotes him rather, as a Catholic who has drifte d away. A religious person is expected to follow certain rituals like paying a visit to the church. The Batman does not seem to follow these rituals and hence might lead to a controversy when regarded as a religious character. However while diffusing the bomb the Batman says, â€Å"If I had the time or the right – I’d say a prayer†. Again, the character of Two-Face is regarded as non religious in traditional sense. Even this has been projected as a villainous character as a result of severe psychosis. The movie reveals how human beings are vulnerable and get more influenced by Satan than by God despite the religious beliefs of some characters. Also the importance of rituals and good deeds or actions can be controversial at times while commenting on a character’s religiosity. Analysis of the ritualistic aspect of the movie The three main characters can be analyzed in the context of rituals and religious beliefs. Harvey Dent or Two-Face who was initially wh ite turns black in the end when he is killed. Batman is represented in shades of gray while the Joker is depicted in black shade. The Joker does not believe in ethics or religion. On the other hand, the Batman, through his actions symbolizes godly deeds but he does not believe in rituals. When the Two-Face is cured from his psychosis state, he is seen to wear the Taoist symbol on his belt. This might give an impression of ritual which according to Nye, is more

Bittersweet :: Matrix Androids Electric Sheep Movie Essays

Bittersweet In the novel, Do Androids Dream of Electric Sheep? by Philip K. Dick and in the motion picture The Matrix, by the Wachowski brothers, both stories enclose worlds that relate because the humans are repressed against their will and are living under the parameters of machines. In each, the worlds are slightly different, in, Do Androids Dream of Electric Sheep? The inhabitants opt to enter an altered world where machines control their consciousness. As opposed to The Matrix, the world is controlled by machines, which suppress the populace and hold them against their will. In Do Androids Dream of Electric Sheep? the altered reality has been created on the people's general will and it is their own construction but in the other case, in The Matrix, reality is a creation based on the technology without the human's perception. In both cases the communities' world can be considered artificial, but it is clear that in one, humanity is further imprisoned. To begin, citizens of both of these soci eties remain dependent to a faith by which contemporary equipment is a requirement. In The Matrix, the rebellious Neo and Morpheus, the two main characters, enter this virtual state by hooking up wires directly to their brain, "Morpheus guiding a coaxial line into the jack at the back of his [Neo] neck He [Neo] relaxes, opening his eyes as we pull back to a feeling of weightlessness inside another place." Neo and Morpheus are capable to enter a virtual world whenever they please. Nonetheless, in the saga of The Matrix, Neo and Morpheus are renegades disengaged by the rule recognized by the regulating technology. They are part, of a group of few, that can release themselves from the false reality of the "Matrix". The rest of the public are stuck in this dream and unfortunately cannot enter and leave as they please. As opposed to Do Androids Dream of Electric Sheep? in which it is the people's decision whether or not they would like to enter this altered state. They use this virtual r eality to correspond with their God Mercer, an evident leader, who is the ruler and controller of the Mercerism. To gain this opportunity the willing participant enters a virtual world through a device called the "Empathy Box ." With that process, the people will always be able to connect with Mercer. John Isidore, a character in the book, who enters this virtual reality recurrently with his own free will.

Differences between cars and motorcycles Essay

There are many differences between cars and motorcycles. Some people out there like motorcycles over cars and some people prefer cars over motorcycles due to the safety factor of motorcycles compared to cars. Some Prefer the comfort of motorcycles but some prefer the comfort of cars. Then there is a cost difference between the cars and motorcycles as some prefer one over the other. I am going to tell you about the cost of motorcycles and cars, the comfort of motorcycles and cars, and the safety of motorcycles and cars. First, motorcycles are less expensive then cars. As you can see motorcycles can cost only a few thousand dollars. But cars can cost anywhere from a little more than a few thousand dollars to twenty thousand dollars and up. Cars are nice to have but depending on which one you prefer to purchase can cost you a pretty penny. You can get a small compact car which might only cost between seven and ten thousand dollars or you can get an SUV which would be over twenty thousand dollars. Motorcycles are not that expensive when compared to a car. You can get a motorcycle for under a few thousand dollars. Most people who look at this at a cost factor would prefer to go with a motorcycle to save money. Second, cars are more comforting to be in than motorcycles are. As you probably already know motorcycles are not that big and have a leather seat. The seat is not roomy enough and can get hot at times. This makes it really uncomfortable. Also lots of people like to wear motorcycle gear such as leather gloves and leather clothing such as leather pants. Leather pants can make it very uncomfortable to ride a motorcycle at any given time. Cars are big and very roomy. It’s actually very comfortable to be sitting down riding in one. The seats can be leather or cloth with a carpet like material. Sitting in the car driving does not bother the comfort. People have been driving cars for many years and are very well use to the comfort of them. Third, is the safety of cars and motorcycles when riding? Both cars and motorcycles are not safe at all. Some could say one is not safer than the other. But from hearing on the news about accidents with cars and Accidents with motorcycles we can say that they all have their fair share of safety problems. Motorcycles are not safe at all. Motorcycles ride on two wheels which we all know of. Motorcycles can go fast quickly and motorcyclists like to swerve in and out of lanes which cause a safety hazard. There is a lot of motorcycle related accidents all the time. Cars are dangerous also. There are car accidents being reported all the time. Even though cars seem like they are much safer than motorcycles they actually are not that safe. Some can argue that cars are safe or safer but they still cause a safety hazard out there. Every day there are plenty of car related accidents happening all the time? But having 4 wheels which a car has makes the car safer. But you are only safe as safe as the driver is. But not everyone is a safe driver things happen all the time without knowing. Finally, there are many differences between cars and motorcycles. But as we have learned there is the cost of motorcycles which is a lot less than the cost of cars. The comfort of cars how they are more roomy compared to a motorcycle which can be less comforting with all the motorcycle gear on and the small leather seat. And lastly we learned about the safety of driving a car as compared to a motorcycle learning that neither one is safer than the other and that we all get into accidents at one time or another.

How Did Directors And Film Execution Begin - 1365 Words

Introduction Directors demand their films to be felt. What’s the point of creating a film if it doesn’t invoke thought or feelings? Hence the discussion of filmmaking and the important role the director has in executing a film as a body of work and or art form. However, one has to ask, how did directors and film execution begin? 1829 was the year of inspiration in reference to illusion and or motion. The first ever phenakistiscope or phenakitiscope was created to portray a moving picture which some called an optical illusion. This invention was created by Joseph Antoine Ferdinand Plateau and the small toy seemed to create motion and that’s where motion pictures begin However, directing and filmmaking began as a bet. In 1878, Englishman†¦show more content†¦Many were just a few seconds long. The earliest movies created for entertainment were just a few minutes long. My Interest in Filmmaking and Directors My outlook on filmmaking and the role of a director have changed. I used think there wasn’t much that went into making a film or being a director. However, the skill level to execute a film as well as direct it is very complicated. So, throughout this paper I will be discussing the different aspects of filmmaking which the director personally oversees. Also, the history of motion pictures, the early filmmaking experience, the history behind the first female director, music film, actors/actresses, scene selection, pre-production, creative vision, production, scheduling and post –production. The History of Motion Pictures The first machine patented in the United States that showed animated pictures or movies was a device called the wheel of life or zoopraxiscope. Patented in 1867 by William Lincoln, moving drawings or photographs were watched through a slit in the zoopraxiscope. The Frenchman Louis Lumiere is often credited as inventing the first motion picture camera in 1895. But in truth, several others had made similar inventions around the same time as Lumiere. What Lumiere invented was a portable motion-picture camera, film processing unit and projector called the Cinematographe, three functions covered in one invention. The Cinematographe made motion pictures