MARKETING ESSAY Example | Topics and Well Written Essays - 1000 words

MARKETING - Essay Example Segmentation constitutes the first step in Brand Development; it is referred to as the process of dividing and sub-dividing the entire population into ‘meaningful segments’. The word meaningful can be elaborated upon to mean segments that have distinct needs and characteristics, which different products can cater to (Kotler, Armstrong, Saunders, Wong, 1998, pp. 185). This segmentation is not done arbitrarily rather it initially was done on the basis of the demographics that match with those of the ideal consumer of the product, however over the years the focus of segmentation has changed from demographics to more qualitative measures such as psychographics. Unilever Ltd, one of the leading Fast Moving Consumer Goods Company has developed its own model of psychographic segmentation, that is, VALS (Values and Lifestyles). Market Segmentation is done in order to channelize the Organizations resources towards a targeted population instead of aimlessly squandering them on the whole population, majority of which does not form a part of its target market. A few years ago market segmentation was taken to be an unquestionable theory of marketing. Recently however, its validity has come into question by many researchers and critics such as Yankelovich and Meer (2006, pp. 1-10), Hoek, Gendall and Esslemont (1996, pp. 25-34). Amongst a few of the arguments presented by the afore mentioned researchers against market segmentation was the fact that market segmentation involves a lot of subjective judgment that is practiced on behalf of the researcher, the psychographic market segmentation tactics have led to all the advertising emphasis on the emotional appeal, thus rendering product functionality as insignificant as a result of which product innovation is declining and so forth. Yankelovich quoted the example of Miller Lite as an example to state that the emotional appeal used due and lack of focus on the product functionality led to an unsuccessful advertising campaign,

Coordinated management of meaning theory Essay Example | Topics and Well Written Essays - 500 words

Coordinated management of meaning theory - Essay Example It is but natural that the two cannot walk together, unless they are agreed. No coordinated action is possible when the viewpoints are divergent. No one is individually responsible to construct a social situation. A problem surfaces on account of friction and interaction of conglomeration of issues in a group situation. Proper response to such issues can only be through consensus. But social realities often hinder such a possibility. A symposium was held recently in the Community Hall at Houston(TX). Local politicians, police officers and some NGOs who represented the interests of women participated in the symposium. The issue for discussion in the symposium was â€Å"Women safety, how to challenge increasing rape cases.† Initiating the debate the women representative said, â€Å"The politicians and police are responsible for the present state of affairs. No woman feels safe in cities. Police have no control on the issue and the politicians are not serious about it. The judiciary is helpless and the cases in courts linger on for years.† Even as she continued with her angry outburst, the senior police officer intervened. â€Å"Our department is not responsible for increase in rape cases. The moral fabric of the society has been torn asunder. The available security force with us is totally inadequate. The above observations were immediately contested by a police official. â€Å"We are not corrupt. If we receive a complaint against any police personnel, we take action as per disciplinary proceedings rules governing the police department. We are only the investigating agency in rape cases. For delay in the cases and for awarding punishment, we alone are not responsible. Often political pressure stalls the speedy investigation.† Here is a situation that explains the manner in which social words are created. This juncture can be as the point of creating social words. Our social words are created as per the demand of the