Digital Marketing Mix - Google Essay

Digital Marketing Mix - Google Essay Free Online Research Papers Introduction 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 1940s after James Culliton had described the marketing manager as a mixer of ingredients. E. Jerome McCarthy later grouped these ingredients into the four categories that today are known as the 4 Ps of marketing. Marketing decisions generally fall into the following four controllable categories: Product, Price, Place (distribution) and Promotion. These four Ps 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 Ps on the customers in the target market in order to create perceived value and generate a positive response. Broadly defined, optimizing the marketing mix is the primary responsibility of marketing. By offering the product with the right combination of the four Ps marketers can improve their results and marketing effectiveness. Making small changes in the marketing mix is typically considered to be a tactical change. Making large changes in any of the four Ps can be considered strategic. For example, a large change in the price, say from $19.00 to $39.00 would be considered a strategic change in the position of the product. However, a change of $131 to $130.99 would be considered a tactical change, potentially related to a promotional offer. The term Marketing Mix however, does not imply that the 4P elements represent options. They are not trade-offs but are fundamental marketing issues that always need to be addressed. They are the fundamental actions that marketing requires whether determined explicitly or by default. Googles Marketing Mix Google was founded by two Stanford University students, at their dorm room, in 1995. Google has become the world’s most popular search engine since then and can attribute its success to an innovative marketing plan. The culture of Google is similar to many of the dotcoms of the 90’s. Most employee workstations are surrounded by leisure activities such as rollerblading, coffee lounges and an array of toys, such as scooters and rubber balls, strewn throughout the building. The culture was built to suit the habits of a generation of computer nerds who were tired of sitting in cubicles. Google is unique in where the employees really had helped develop a tool that was needed by everyone who had an internet connection. It found a good market niche and followed the path of innovation to market itself as the strong company that everyone knows today. Google’s marketing plan can be broken down into the four P’s of marketing; product, price, promotion and place. Google has taken into consideration each one of these areas of marketing and used them as an advantage over their competitors. Product Google offers services as a form of it product to its customers. The products they offer falls into industrial products; Google’s’ business products offer services to their customers such as advertising and providing their search technology to solve companies’ search problems within their intranet. Also, they also sell tangible items along with its service or hybrid offers and also sell â€Å"pure† products. Google categorizes their products into three classes: Advertising solutions, Business Solutions, and the Google Store. In their Advertising solutions, they offer Google’s AdWords. Google offers text-based ads that are precise to the search on the site of the user and the customers pay Google every time internet search users click on their site. They help the customers to set up their site as the volume of visitors to the customer site’s increases. Price Google’s price for AdWords is set on the amount of advertisement per day it provides its consumers. In Google’s case the list price is at five cents per day, however, it can go as high as $50.00 per day. The price difference will depend on the amount of advertisement per day that the consumers are willing to pay and the amount of times individuals click to see the ads and how high these ads rank on a search page. Discounts are another element of price setting. The three types of discounts are quantity, trade, and cash. Quantity discounts are offered to consumers for buying in bulks or in large quantities. Google at the moment is not providing its customers with discounts nor allowances in its Google AdWords program Last but not least, the credit terms required by an organization to finalize the product price. Google’s structure tightly relates payment periods with credit terms, yet each organizations credit terms vary depending on the type of industry. As mentioned earlier, Google provides a monthly credit limit for those customers with the good financial record. The credit limit starts at $50.00 a month and it can increase to more than $500.00 a month. Promotion Google relies greatly on word of mouth to develop and expand their innovative brand. The more credible a brand is, the more widely its reputation will spread. Google, like Kleenex and Xerox, has become so pervasive that the brand name is used as an ordinary word. Google’s convenient service and precise search results have made it one of the world’s best-known brands and search engines almost completely through word of mouth from satisfied users. Google’s outstanding results it has compelled its dedicated users to inform everyone else about their remarkable search engine. Google’s growth is proof of the power of viral marketing, without the need for massive advertising budgets. With viral marketing, customers become the company’s advertisers by telling their friends who in turn pass on the news to their friends until it gets out of hand and word of mouth results. Google is definitely a successful word of mouth and a word of mouth circulates based on the quality of the product. Their best reference is a friend and with enough friends, they will create a buzz and significant exposure by word of mouth, the ultimate branding technique. Word of mouth centered on quality, not publicizing, prevails in the new business environment. Place Google’s place is the internet. When it comes to Google and trying to target their consumers, the people on the Internet, no one does it better. Google is one of about four search engines that have significant results. Google and Alltheweb do the best crawling. Google has been selling out only recently, and still shows some pure search residue from its early roots. Just as Microsoft was late to recognize the importance of the Internet, they are once again unprepared to take on Yahoo and Google. In 2003 Microsoft began experimenting with their own crawler at a very low level. Good search engines need many months of practice before they can crawl the web effectively, and order the results so that searchers perceive them to be relevant. Conclusion The thing that Google does so much better than the other search engines is they bring up the closest matching websites and are not biasing the search with any paid advertisements. They must continue to separate the paid search results with the organic search results. Lastly, Google should continue to be innovative and try new things. They are constantly using technology and bright minds to come up with useful tools for everyday use. They also have a wide variety of services available to businesses that most overlook. To keep up with technology and push its boundaries in the web world, Google hires the best of the best. Many people say they can’t remember what life was like without Google and with its continued innovation, there will be many more people added to that list. References As retrieved on January 12, 2009 netmba.com/marketing/mix/ As retrieved on January 12, 2009 quickmba.com/marketing/mix/ As retrieved on January 12, 2009 http://en.wikipedia.org/wiki/Marketing_mix As retrieved on January 12, 2009 http://articles.castelarhost.com/google_four_ps_marketing_mix_conclusion.htm Armstrong, Gary, and Philip Kotler. Marketing: An Introduction. 6th ed. New Jersey: Prentice Hall, 2003. Elgin, Ben. â€Å"Google:Beyond the Hype.† BusinessWeek 3 May 2004: 82-90. Louis E. Boone, and David L. Kurtz. Contemporary Marketing Plus. 8th ed. Florida: The Dryden Press, 1995. 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THe 1960s Essays - Counterculture Of The 1960s, Free Essays

THe 1960s Essays - Counterculture Of The 1960s, Free Essays THe 1960's Many social changes that were addressed in the 1960s are still the issues being confronted today. the '60s was a decade of social and political upheaval. in spite of all the turmoil, there were some positive results: the civil rights revolution, john f. Kennedy's bold vision of a new frontier, and the breathtaking advances in space, helped bring about progress and prosperity. however, much was negative: student and anti-war protest movements, political assassinations, and ghetto riots excited american people and resulted in lack of respect for authority and the law. The decade began under the shadow of the cold war with the soviet union, which was aggravated by the u-2 incident, the berlin wall, and the cuban missile crisis, along with the space race with the ussr. The decade ended under the shadow of the viet nam war, which deeply divided americans and their allies and damaged the country's self-confidence and sense of purpose. Even if you weren't alive during the '60s, you know what they meant when they said, "tune in, turn on, drop out." you know why the nation celebrates Martin luther king, jr.'s birthday. all of the social issues are reflected in today's society: the civil rights movement, the student movement, space exploration, the sexual revolution, the environment, medicine and health, and fun and fashion. The Civil Rights Movement The momentum of the previous decade's civil rights gains led by rev. Martin luther king, jr. carried over into the 1960s. but for most blacks, the tangible results were minimal. only a minuscule percentage of black children actually attended integrated schools, and in the south, "jim crow" practices barred blacks from jobs and public places. New groups and goals were formed, new tactics devised, to push forward for full equality. as often as not, white resistance resulted in violence. this violence spilled across tv screens nationwide. the average, neutral american, after seeing his/her tv screen, turned into a civil rights supporter. Black unity and white support continued to grow. in 1962, with the first large-scale public protest against racial discrimination, rev. Martin luther king, jr. Gave a dramatic and inspirational speech in washington, d.c. After a long march of thousands to the capital. the possibility of riot and bloodshed was always there, but the marchers took that chance so that they could accept the responsibilities of first class citizens. "the negro," King said in this speech, "lives on a lonely island of poverty in the midst of a vast ocean of material prosperity and finds himself an exile in his own land." King continued stolidly: "it would be fatal for the nation to overlook the urgency of the moment and to underestimate the determination of the negro. this sweltering summer of the negro's legitimate discontent will not pass until there is an invigorating autumn of freedom and equality." when King came to the end of his prepared text, he swept right on into an exhibition of impromptu oratory that was catching, dramatic, and inspirational. "I have a dream," King cried out. the crowd began cheering, but king, never pausing, brought silence as he continued, "i have a dream that one day on the red hills of georgia the sons of former slaves and the sons of former slaveowners will be able to sit down together at the table of brotherhood." "I have a dream," he went on, relentlessly shouting down the thunderous swell of applause, "that even the state of mississippi, a state sweltering with people's injustices, sweltering with the heat of oppression, will be transformed into an oasis of freedom and justice. i have dream," cried King for the last time, "that my four little children will one day live in a nation where they will not be judged by the color of their skin but by the content of their character." Everyone agreed the march was a success and they wanted action now! but, now! remained a long way off. president kennedy was never able to mobilize sufficient support to pass a civil rights bill with teeth over the opposition of segregationist southern members of congress. but after his assassination, president johnson, drawing on the kennedy legacy and on the press coverage of civil rights marches and protests, succeeded where kennedy had failed. However, by the summer of 1964, the black revolution had created its own crisis of disappointed expectations. rioting by urban blacks was to be a feature of every "long, hot, summer" of the mid-1960s. In 1965, King and other black leaders wanted to push beyond social integration, now guaranteed

Case Study Essay Example | Topics and Well Written Essays - 2000 words - 2

Case Study - Essay Example hematical scores of students, whereas the performance related pay has been an opportunity for the proponents of market-based governance seek to introduce private-sector management techniques into the public sector to lead to better out-puts, greater cost-efficiency, and a customer service ethos (Susan, 2006). The characteristics of the New Public Management involve the performance related pay which is considered to be interpretation of the public policy solution, with its focus on outputs, competition and in-centivisation (Lawrence, 2007). The performance related pay has materialized due to the implementation of the New Public Management, which has provided the public and the private sector with any opportunity to experience the competitive forces of the market, the introduction with the private sector management practices has the ostensible aim of increasing efficiency, creating an output focused culture and discouraging rent-seeking (Susan, 2006). The performance based pay practice is widely popular in the private sector, and has been a medium for the improvement of the results through the creation of the incentives for the employees (Terri, 2000). The concept of performance related pay is common in Australia, and the majority of the teachers and professionals associated with the academia have been paid pupils’ results as assessed in examinations, tests, and visits by invigilator (Susan, 2006). The implementation of the system was aimed at the improvement of the performance of the teachers, and to enhance the quality of education. It was believed that through provisions in the pay package of the teachers, the educational standard can be improved. The amendments in the performance based package were lastly proposed by the Federal Ministry Education, Science and Training, as per which the performance related pay is expected to be measured by principals, parents and students alike (Lawrence, 2007). In Australia, the teachers are offered annual increment, with