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. Research Papers on Digital Marketing Mix - Google EssayDeveloping Branding StrategiesInternational PaperGene One the Transition from Private to PublicDefinition of Export QuotasFalse AdvertisingDistance Learning Survival GuideA Marketing Analysis of the Fast-Food RestaurantDr. Edward Deming EssayAdvertising EssayCash or Card?

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. Research Papers on Digital Marketing Mix - Google EssayDeveloping Branding StrategiesInternational PaperGene One the Transition from Private to PublicDefinition of Export QuotasFalse AdvertisingDistance Learning Survival GuideA Marketing Analysis of the Fast-Food RestaurantDr. Edward Deming EssayAdvertising EssayCash or Card?

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. Research Papers on Digital Marketing Mix - Google EssayDeveloping Branding StrategiesInternational PaperGene One the Transition from Private to PublicDefinition of Export QuotasFalse AdvertisingDistance Learning Survival GuideA Marketing Analysis of the Fast-Food RestaurantDr. Edward Deming EssayAdvertising EssayCash or Card?

What are You Doing to Prepare for College Applications

What are You Doing to Prepare for College Applications CC image courtesy of V-LUX 4 on pxhere. Are you are heading toward your senior year of high school? If so, do you want to be totally stressed out as admissions deadlines approach, or would you rather get some work done ahead of time to make things easier three months from now? Summer is the best time to prepare for college applications. Your senior year will be busy. You will probably be visiting college campuses, formulating your list of schools and taking   SAT subject tests, in addition to balancing your regular plate of schoolwork and activities. So it’s important to do anything you can do for your college applications now. If you want to avoid last minute panic, follow these suggestions and get a jump start on your college applications: 1. Prepare for college applications by reading and contemplating the Common Application Questions for 2018-19. Here they are: 2018-2019 Common Application Essay Prompts Some students have a background, identity, interest, or talent that is so meaningful they believe their application would be incomplete without it. If this sounds like you, then please share your story. The lessons we take from  obstacles we encounter  can be fundamental to later success. Recount a time when you faced a  challenge, setback, or failure.  How did it affect you, and what did you learn from the experience? Reflect on a time when you  questioned  or challenged a belief or idea. What prompted your  thinking? What  was the outcome? Describe a problem youve solved or a problem youd like to solve. It can be an intellectual challenge, a research query, an ethical dilemma anything that is of personal importance, no matter the scale. Explain its significance to you and what steps you took or could be taken to identify a solution. Discuss an accomplishment, event, or  realization  that  sparked a period of personal growth and a new understanding of yourself or others. Describe a topic, idea, or concept you find so engaging that it makes you lose all track of time. Why does it captivate you? What or who do you turn to when you want to learn more? Share an essay on any topic of your choice. It can be one youve already written, one that responds to a different prompt, or one of your own design. 2. Take notes. If you are having essay-worthy experiences this summer, don’t trust that your memory will recall all the details of those experiences. Write them down!! Trust me, it will make the essay writing process SO much easier than it would be with just your memory to rely on. 3. Reflect. If you’re not engaged in some interesting activities and adventures this summer, do some self-reflection and find something to jump into. It doesn’t have to be glamorous – you could get a job in a bakery or video store and make an essay out of it. A great essay is more about who you are and how you experience your life than about the actual things you do. 4. Start gathering Letters of Recommendation. If you haven’t already, ask your teachers NOW for letters of recommendation. They will appreciate having the extra time to think and write. See my article High School Seniors: Start Now on Your Letters of Recommendation (LORs)! 5. Write an essay draft. It doesn’t have to be perfect. Just get something down on paper. It will get your ideas flowing and take off some of the pressure you might otherwise experience in the fall. 6. Talk to your parents and friends about your ideas. And if you do write an essay draft, share it with others. They might have insights into your experiences and growth that you don’t have. After all, you only have one brain and it can only recognize so much about itself! 7. Download the Common Application Form. You can prepare for college applications by filling out all the generic information you can (name, address, etc.). Get those details out of the way so they don’t clutter your brain and you can focus on writing your essays. Follow these six suggestions and you will have much more peace and brain space so you can focus on your other senior year activities – and you’ll have more FUN too!! Stuck on what to write for your college essay or personal statement? The Essay Expert can help! We offer both flat rate and hourly  College Admissions Services.