Buzz marketing

This is marketing usually where high profile entertainment or news is used to sell your brand. some examples are when a celebrity is using a certain brand and they get in trouble than usually that brand popularity will go down. Sometimes companies will create a new product which will create a buzz when people talk about how good it is.

Guerrilla Marketing

This is the marketing activity which a firm ambushes the consumer through unexpected places or activities being use. It sometime is one of the cheapest advertising and either can be a positive or negative effect. It is mostly used for mass exposure of a new product.

Distribution intensity

* Intensive distribution is the maximum selling tactic which is sold to all wholesalers/ retailers . Some examples of products are : gum, pop, bread,chips.

*Exclusive Distribution is limited to a single outlet in a particular region. Some examples are cars, certain brands, television programs, and clothing companies.

*Selective distribution using fewer outlets than intensive distribution but more than exclusive distribution some examples are below:

Types of discounts

There are many different kinds of discounts used in the business. There are trade or functional discounts this is normally for manufacturing and transporting services. They usually get a discount off the list price. Next there is quality discount and it for organization who buy in bulk. Cash discounts this is also given to business who pay earlier and receive a percentage off. Seasonal discounts are reduced prices during certain times of the year. For example they may put water ski products on sale during the winter because its not really being purchase during that season.

Services on the Internet

Consumers have become so dependent on the internet they recieve most of their service online than instore. Here are some: banking and brokerages, software, music, travel, dating sites, career-related sites, and medical care.

Packing

Basically packaging is what covers the product and sometime creates a competitive advantage. It not only holds a value of the product but it has to protect the product and keep it to its quality of standards. A lot of the times packaging shows information such as the logo, warnings and direction use, photo of product, UPC code, nutritional information, and maybe some recipes.

Brands

Brands are basically something that makes the company stick out from competitors it could be a name, symbol, or even a unique element this could either make or break a company. Below is an example of each:

Knock off

Knock off are copies of the original design or product and is really popular in society. It is big cities such as New York and a lot of knock off are sold on the streets and back streets. It is illegal and many designer feel cheated because other people and companies are profiting off their design. Here are a few pictures of examples.

Durable goods and non durable

Durable goods are items that last for a variety of time and non durable is items that are short term. Using a lot of decision making takes place for durable product and little to no thought in nondurable products. Here are some examples of pictures of both:

Durable Goods:

Nondurable:

Layers of the Product concept

We spent a lot of time in class discussing the three layers of a product. They are: Core Product, Actual Product, Augmented product. Lets take a cell phone for instance the core product is the benefit is being able to talk to people all over the world and looking fashionable. The Actual product is actual silver phone made of plastic and silver. The augmented product is the ability to upload music online, have roll over minutes, and having insurance on the phone.

Brand Personality

This when a brand takes on a personal trait such as being sexy, cool, preppy, sophisticate, and fabulous. I think this is one of the main reason why people choose brands in order to give off that message. What personality our these ads showing you???

Demographics

This is a very important to know the demographics of your target market. One of the main things to know is the age, gender, ethnic group, income , education level, and family structure. I took the chance to look up where i live in Lake Tapps:

05
Country Squires
20
Fast-Track Families
11
God's Country
18
Kids & Cul-de-sacs
13
Upward Bound

Looking at upscale in person:

05 Country Squires

Upscale, Middle Age w/ Kids
The wealthiest residents in exurban America live in Country Squires, an oasis for affluent Baby Boomers who've fled the city for the charms of small-town living. In their bucolic communities noted for their recently built homes on sprawling properties, the families of executives live in six-figure comfort. Country Squires enjoy country club sports like golf, tennis, and swimming as well as skiing, boating, and biking.
Social Group: Landed Gentry
Lifestage Group: Accumulated Wealth
2008 Statistics:
US Households: 2,228,864 (1.94%)
Median HH Income: $105,679
Lifestyle Traits
Buy toys online
Take cruises
Read Family Fun
Watch pay-per-view movies
Infinity SUV
Demographics Traits:
Urbanicity:
Town/Rural
Income:
Upscale
Income Producing Assets:
High
Age Ranges:
35-54
Presence of Kids:
HH w/ Kids
Homeownership:
Mostly Owners
Employment Levels:
Management
Education Levels:
Graduate Plus
Ethnic Diversity:
White

Status symbols

These are luxury goods that serve as a way to show people you are of a higher status. They can be brand names, certain articles of clothing, cars, houses, basically anything that is visable. Here are some pictures that clearly show high society market:

subliminal messaging

http://www.youtube.com/watch?v=U6krr40mdHM

Subliminal messages what the marketers has a perceived image they want you to feel about their product. Such as in Trojan commercial it show that they men become pigs once they have a condom. It also shows that if your a man that you are irresistible to woman. It becomes appealing to people who don't have sex that its cool and actually responsible lifestyle to have sex.

week 4 Brand Loyalty

Brand loyalty is a good way to keep a customer. If your product or service satisfies them they will want continue purchasing that good. They may even decided to buy different products that is under the same brand. For me i am very loyal to Coach. I know this brand is high quality and has a great warranty. I first started out buying Coach purses and bags, from the loyalty I had from the brand. I branched out to shoes and clothing.

week 3

Mission Statement are the main key of the business. They have to be catchy, easy to remember but still get the point across to the consumer. I was able to look at a few different companies and here are a few of the ones that stood out to me.

Nike Mission Statement:

"To bring inspiration and innovation to every athlete* in the world

* If you have a body, you are an athlete."
- quote reference- http://www.samples-help.org.uk/mission-statements/nike-mission-statement.htmstrong


This statement is so powerful it show you that if you wear nike, that you must be talented and that you have some kind of athletic ability.

Adidas Mission Statement:

"adidas-Salomon strives to be the global leader in the sporting goods industry with sports brands built on a passion for sports and a sporting lifestyle.

We are consumer focused. That means we continuously improve the quality, look, feel and image of our products and our organizational structures to match and exceed consumer expectations and to provide them with the highest value.


We are innovation and design leaders who seek to help athletes of all skill levels achieve peak performance with every product we bring to the market.


We are a global organization that is socially and environmentally responsible, creative and financially rewarding for our employees and shareholders.


We are committed to continuously strengthening our brands and products to improve our competitive position and financial performance.


In the medium term, we will extend our leading market position in Europe, expand our share of the US footwear market and be the fastest growing major sporting goods supplier in Asia and Latin America. The resulting top-line growth, together with strict cost control and working capital improvements, will drive over-proportionate earnings growth. ."
-quote refrence-http://www.samples-help.org.uk/mission-statements/adidas-mission-statement.htm

Adidas mission statment if very detailed but i feel that Nike does a better job. It tells you what you want to here and in turn people purchase Nike apparel/shoes.

code of ethics : week 2

Doing Business with Spouses, Relatives or Friends
You must obtain the written approval of your Vice President or above, and the Chief Compliance Officer, before doing Company business with parties such as relatives, friends, spouses or life partners. You must always keep the Company's interests top priority in those interactions. In addition, you may not pressure others into hiring a relative or friend as an employee, supplier, vendor or landlord of the Company.
Question: Can I hire my friend to coordinate a photo shoot for an in-store event? Three photographers submitted bids for the job, and his is the most competitive.
Answer: You may hire your friend for the photo shoot as long as the decision is not in any way influenced by your relationship with him. However, you must first get written approval from your Vice President and the Chief Compliance Officer.
Fraternization
While we recognize and respect the rights of employees to associate freely and to pursue personal relationships with those they encounter in the work environment, employees must use good judgment in ensuring that those relationships do not negatively impact their job performance, their ability to supervise others or the work environment.
Any workplace conduct arising from a romantic relationship, intimate relationship, family relationship or friendship between employees may be improper if the conduct creates an uncomfortable work environment for others. Favoritism, open displays of affection, and making business decisions based on emotions or friendships rather than on the best interests of the Company are examples of inappropriate conduct. Employees who find themselves in an intimate relationship or friendship should use tact, good judgment and sensitivity.
Employees in a reporting relationship with someone that they are consensually dating, romantically involved with, living with or related to must inform the next level of management or Human Resources. We will work with both individuals to try to separate their employment responsibilities from their personal relationship in order to protect the interests of both employees and others and to avoid any conflict of interest.
Outside Employment
Except as described below, employees may not work for or receive compensation for personal services from any supplier, vendor, landlord or competitor of the Company, or any business entity that does or seeks to do business with the Company.
Employees must get the approval of their supervisor and Human Resources before accepting another job elsewhere and must also get the written approval of the Chief Compliance Officer before working for any supplier, vendor or landlord of the Company. If you need to seek an approval, contact the Corporate Compliance & Governance department.
Outside Service as a Director or Officer
Employees must obtain approval from the Chief Executive Officer and Chief Compliance Officer before serving on the board of directors or as an officer of another for-profit company. No employee may serve on the board of directors or as an officer of a Gap Inc. competitor, potential competitor or a company with a significant competitive line of products offered by Gap Inc. Employees are encouraged to serve as a director, trustee or officer of a non-profit organization in their individual capacity and on their own time, but they must get prior permission from the Chief Compliance Officer to do so as a representative of the Company. If you need to seek an approval, contact the Corporate Compliance & Governance department.
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Legal Compliance
Gap Inc. employees and directors are required to comply with all applicable laws where we do business. Any instance of non-compliance with applicable law(s) may subject the employee to corrective action up to and including termination of employment, recovery of damages and filing of criminal charges.
Zero Means Zero: No Discrimination or Harassment
Gap Inc. has zero tolerance for discrimination or harassment. All employment decisions are to be made without regard to race, color, age, gender, sexual orientation, religion, marital status, pregnancy, national origin/ancestry, citizenship, physical/mental disability, military status or any other basis prohibited by law, including but not limited to family status in Canada. This policy applies to our directors, employees, applicants, customers and business partners (including independent contractors, vendors and suppliers).
For purposes of this policy, harassment includes slurs and any other offensive remarks, jokes and other verbal, non-verbal, graphic, electronic or physical conduct that could create an intimidating, hostile or offensive work environment.
In addition to the above, "sexual harassment" includes unwelcome sexual advances, requests for sexual favors, and other visual, verbal, electronic, or physical conduct of a sexual nature. This definition includes many forms of offensive behavior including the following:
•
Unwanted sexual advances or propositions;
•
Offering employment benefits in exchange for sexual favors;
•
Making or threatening reprisals after a negative response to sexual advances;
•
Visual conduct: leering, making sexual gestures, displaying of sexually suggestive objects or pictures, cartoons or posters, electronic display or dissemination of such material;
•
Verbal conduct: making or using derogatory comments, epithets, slurs and jokes;
•
Verbal abuse of a sexual nature, graphic verbal commentaries about a person's body, sexually degrading words used to describe a person, suggestive or obscene letters, notes or invitations; and
•
Physical conduct: touching, assault, impeding or blocking movements.
Complaint Procedures
Gap Inc. will promptly and thoroughly investigate all complaints of discrimination or harassment. Employees are expected to cooperate fully in any such investigation. Failure to do so may result in discipline up to and including termination. Moreover, neither your supervisor nor the Company will take any action against you for making a complaint of discrimination or harassment or for cooperating in any such investigation.
If any employee is determined to have violated the Zero means Zero policy, Gap Inc. will take appropriate corrective action up to and including termination. The complainant will be informed that appropriate actions have been taken.
We cannot help resolve a discrimination, harassment or retaliation problem unless we know about it. Therefore, it is every employee's responsibility to bring those types of issues to management's or Human Resources' attention so that the appropriate steps can be taken to resolve the issue. If you feel you have been subject to discrimination, harassment or retaliation, or that you have witnessed it in the workplace, please report it promptly to the Code Hot line.
Accommodations for Disabilities
It is Gap Inc. policy to regard all people, with or without disabilities, as individuals — to look at each person's skills and abilities. The Company will provide a reasonable accommodation to a qualified employee who has a physical and/or mental disability. If you believe you need an accommodation, contact your supervisor or your Human Resources representative.
Workplace Violence
Gap Inc. has zero tolerance for workplace violence. Consistent with this policy, acts or threats of physical violence, including intimidation, harassment and/or coercion that involve or affect the Company or its employees will not be tolerated. Acts or threats of violence include conduct that is sufficiently severe, offensive, or intimidating to alter the employment conditions at Gap Inc. to create a hostile, abusive, or intimidating work environment for one or several Gap Inc. employees.
Work Schedules and Time Records
All time worked by non-exempt employees — whether scheduled or unscheduled, overtime or straight time, authorized or unauthorized — must always be recorded exactly as it occurred. Your supervisor will show you the procedure for recording time worked. Under no circumstances may you allow a fellow worker to complete your time records for you. You must keep record of time worked as required by law or policy in your country. You should also note all time that you don't work but for which you are still paid, and have your supervisor verify the time. If for any reason an entry must be changed, your supervisor must make the change, and you must initial it.
Non-exempt employees may not:
•
Fail to record hours for work performed at home;
•
Move hours from one day to another on a time record so as not to reflect overtime;
•
Inaccurately record time worked; or
•
Remove correctly recorded hours from a time record.
All workers must be properly categorized (as exempt or non-exempt and as employee or independent contractor) under all employment and tax laws. In addition, you must comply with all laws regarding the employment of minors. Employees must be given appropriate meal and rest breaks as required in the Employee Policy Guide.
Alcohol and Drugs
Employees may not use, sell, possess, purchase or transfer illegal drugs on Company premises, in Company vehicles or during work hours. Alcohol consumption during work hours or on Company premises is prohibited. The only exception is that alcohol may be consumed by people of legal drinking age at Company-sponsored functions that are approved by a Senior Vice President or above.
Employees also must not be under the influence of illegal drugs or alcohol during work hours, regardless of when the drugs or alcohol were consumed. It is also a violation of this policy to sell, transfer or distribute personal prescription drugs on Company premises, in Company vehicles or during work hours.

These are some of the guidelines that Gap Inc. ensures that their employees abide by these rules. In order to work at Gap or else their job is at risk and can lead to termination. A lot of the conduct has to deal with professionalism in the work place. Or discrimination on different cultures and religion and to not judge or discriminate based on it.

week 1

This is an example of Value Proposition. The sports drink value shows that all these athletes use it above other drinks. It also shows in this commercial some of the most intense moments and how they depend on Gadorade. So maybe if you drink Gatorade you could be that talented.