Marketing (25 Parts)
- Synopsis
- An introduction to marketing as it relates to contemporary living and society’s changing needs. Each case study introduces a basic principle or central aspect of marketing, using marketing professionals working in a wide range of real situations.
1: Uncontrollable variables in competitive, image, political, legal, societal, and cultural factors to take into account in working towards product adaptation, launch, and acceptance by Mitubishi Motors working in a ‘foreign’ (USA) market.
2: A US hamburger company exports its restaurant concept to the Pacific rim, adapting it to the cultures of the individual countries. A Japanese franchisee uses that experience to export noodle houses to the USA.
3: Explores planning and forecasting challenges of three small businesses and demonstrates the formulation of a marketing mix for selected consumer needs.
4: At ASI marketing research, problem-oriented researchers follow a data gathering plan to assist in formulating a marketing mix. Shows how results affect the marketing mix at Disney Channel TV.
5: The car illustrates the forces tha tinfluence individual consumer behaviour - why people buy or do not buy. Shows how the self-concept theory and Maslow’s hierarchy of needs help to explain buying behaviour.
6: Deals with concepts of perception, attitude, consumer self-concept, and cognitive dissonance. Explains how advertisers develop and use their knowledge of these areas creating persuasive advertising.
7: Skyfox sells its aircraft to governments using a marketing strategy that mimimises drawbacks such as excessive bureaucracy, paperwork and regulations. Discusses how the market was identified and the marketing mix shaped to take advantage of legal, economic and comnpetitive environments.
8: Describes how a land-development firm successfully uses market segmentation to develop and sell houses to diverse groups of home buyers on a greenfield site.
9: For dance and exercise wear entrepreneur Carushka, the produce ‘concept’ is more than tangible goods; the products are seen to have desirable symbolic attributes - stylishness and prestige. They are durable, comfortable and have the additional attribute of service to enhance the sense of value for consumers. Explores the product lifecycle, its impact on the business, and techinques used to extend it.
10: Illustrates the decisions made along the way as the Robert Mondavi Winery brings a product to market: analyses market opportunity, considers of the marketing mix elements and examines the shaping of product and presentation and the legal regulations to be observed.
11: Western Cruise Lines is a service company providing holidays to many consumer segments. It develops marketing mixes for target consumers, deciding what services to offer, what prices to charge, how to promote each service, and where to offer it.
12: Famous Amos Choc Chip Cookie Company develops channels of distribution against the background of major variables - company goals, product characteristics and consumer expectations. This channel strategy creates the three utilities of time, place and ownership for the consumer.
13: Explores the wholesaler’s role in buying, selling, storing, transport, information flow, financing, and risk-taking for supplier and consumer.
14: Uses a speciality sports store as a case study for examining components of retail strategy and sees a successful bridge built to consumers by careful selection and development of service, product, location, prices, image and staff.
15: Examines retailing concepts by looking at a variety of retailers in a major US shopping mall. Each retailer offers different atmospheres, demands different levels of customer shopping effort, provides different levels of services, takes different product strategies and operates different forms of ownership; yet all the retailers fit in with the management’s stategy of leasing to a cohesive mix of high-end destination stores offering distinctive goods and services to up-scale consumers.
16: Compares bottled water distributor Arrowhead’s direct and retail distirbution channels to examine the choices to be resolved when dealing with on-target service levels, cost constraints on transport, inventory control, materials handling, order processing and warehousing.
17: Illustrates Apple Computer’s innovative advertising and promotion together with its long-term strategy for a position in education and business computer markets via strength in desk-top publishing.
18: Focuses on key decisions invloved in developing effective advertising. Shows how and why companies develop their campaigns, studies their objectives, and shows how copy strtegy and media selection affect their achievements.
19: Discusses promotions directed at increasing customer numbers in a market segment and looks at how sales-promotion effort is co-ordinated whch copy strategy and advertising media selection. Also examines how it is implemented and the results measured.
20: Shows co-ordinated public relations and publicity used to bolster the prestige and image of Atlantic Richfield Corporation (ARCO) among targeted groups. Illustates how strongly public relations is concerned with public opinion.
21: Focuses on the salesperson and the sales force. By following the detailed routine of a salesperson, studies approach, prospecting, qualifying, presentation, objections, closing and follow-up. Describes attitudes needed to succeed in sales and looks at sales force recruitment, training, organisation, motivation, pay, evaluation, and control.
22: Illustrates how Yamaha Motorcycles develops and prices products and services, showing how real-world problems and market conditions affect the pricing formula.
23: Demonstrates that the market, not cost, ultimately determines price. Looks at pricing policies, including psychological, unit, new product, flexible, penetration, product-line, and promotional factors.
24: Shows how the US Army uses marketing-mix strategies to meet non-profit objectives of recruiting those with the right attitude for today’s high-tech army.
25: Reviews the diversity of approaches to key marketing areas and re-visits the notion of it as identifying consumer needs, converting them to wants, and satisfying those wants to achieve long-term success. - Language
- English
- Country
- United States
- Medium
- Video; Videocassette. VHS. col. 25 x 30 min.
- Year of production
- 1992
- Availability
- Out OF Distribution; 1999 sale: £12.75 (+VAT inc. p&p) each part
- Uses
- Ages 16 and up.
- Subjects
- Business studies
- Keywords
- marketing
Sections
- Title
- Road to success, The: a case study in marketing decisions
- Synopsis
- 1: Uncontrollable variables in competitive, image, political, legal, societal, and cultural factors to take into account in working towards product adaptation, launch, and acceptance by Mitubishi Motors working in a 'foreign' (USA) market.
- Title
- Hunger for pesos, A / A yen for dollars: a case study in international marketing
- Synopsis
- 2: A US hamburger company exports its restaurant concept to the Pacific rim, adapting it to the cultures of the individual countries. A Japanese franchisee uses that experience to export noodle houses to the USA.
- Title
- Great expectations: a case study in marketing and forecasting
- Synopsis
- 3: Explores planning and forecasting challenges of three small businesses and demonstrates the formulation of a marketing mix for selected consumer needs.
- Title
- Prophesy: a case study in marketing research
- Synopsis
- 4: At ASI marketing research, problem-oriented researchers follow a data gathering plan to assist in formulating a marketing mix. Shows how results affect the marketing mix at Disney Channel TV.
- Title
- Driving passions: a case study in understanding consumer behaviour, part 1
- Synopsis
- 5: The car illustrates the forces tha tinfluence individual consumer behaviour - why people buy or do not buy. Shows how the self-concept theory and Maslow's hierarchy of needs help to explain buying behaviour.
- Title
- Breaking through the clutter: a case study in understanding consumer behaviour, part 2
- Synopsis
- 6: Deals with concepts of perception, attitude, consumer self-concept, and cognitive dissonance. Explains how advertisers develop and use their knowledge of these areas creating persuasive advertising.
- Title
- Skyfox: a case study in industrial markets
- Synopsis
- 7: Skyfox sells its aircraft to governments using a marketing strategy that mimimises drawbacks such as excessive bureaucracy, paperwork and regulations. Discusses how the market was identified and the marketing mix shaped to take advantage of legal, econ
- Title
- Gold in the hills: a case study in market segmentation
- Synopsis
- 8: Describes how a land-development firm successfully uses market segmentation to develop and sell houses to diverse groups of home buyers on a greenfield site.
- Title
- All the right moves: a case study in product strategy
- Synopsis
- 9: For dance and exercise wear entrepreneur Carushka, the produce 'concept' is more than tangible goods; the products are seen to have desirable symbolic attributes - stylishness and prestige. They are durable, comfortable and have the additional attribut
- Title
- Coming of age: a case study in new products/brands
- Synopsis
- 10: Illustrates the decisions made along the way as the Robert Mondavi Winery brings a product to market: analyses market opportunity, considers of the marketing mix elements and examines the shaping of product and presentation and the legal regulations t
- Title
- Testing the waters: a case study in service strategy
- Synopsis
- 11: Western Cruise Lines is a service company providing holidays to many consumer segments. It develops marketing mixes for target consumers, deciding what services to offer, what prices to charge, how to promote each service, and where to offer it.
- Title
- What makes Amos famous: a case study in channel strategy
- Synopsis
- 12: Famous Amos Choc Chip Cookie Company develops channels of distribution against the background of major variables - company goals, product characteristics and consumer expectations. This channel strategy creates the three utilities of time, place and o
- Title
- Fresh connection, The: a case study in wholesaling
- Synopsis
- 13: Explores the wholesaler's role in buying, selling, storing, transport, information flow, financing, and risk-taking for supplier and consumer.
- Title
- Because it’s there: a case study in retailing, part 1
- Synopsis
- 14: Uses a speciality sports store as a case study for examining components of retail strategy and sees a successful bridge built to consumers by careful selection and development of service, product, location, prices, image and staff.
- Title
- Jewels, jeans and jogging shoes: a case study in retailing, part 2
- Synopsis
- 15: Examines retailing concepts by looking at a variety of retailers in a major US shopping mall. Each retailer offers different atmospheres, demands different levels of customer shopping effort, provides different levels of services, takes different prod
- Title
- Deliverance: a case study in physical distribution
- Synopsis
- 16: Compares bottled water distributor Arrowhead's direct and retail distirbution channels to examine the choices to be resolved when dealing with on-target service levels, cost constraints on transport, inventory control, materials handling, order proces
- Title
- Polishing the apple: a case study in promotion
- Synopsis
- 17: Illustrates Apple Computer's innovative advertising and promotion together with its long-term strategy for a position in education and business computer markets via strength in desk-top publishing.
- Title
- Fastest game in town, The: a case study in advertising
- Synopsis
- 18: Focuses on key decisions invloved in developing effective advertising. Shows how and why companies develop their campaigns, studies their objectives, and shows how copy strtegy and media selection affect their achievements.
- Title
- Off and running: a case study in promotional strategy
- Synopsis
- 19: Discusses promotions directed at increasing customer numbers in a market segment and looks at how sales-promotion effort is co-ordinated whch copy strategy and advertising media selection. Also examines how it is implemented and the results measured.
- Title
- Just another oil company? A case study in public relations
- Synopsis
- 20: Shows co-ordinated public relations and publicity used to bolster the prestige and image of Atlantic Richfield Corporation (ARCO) among targeted groups. Illustates how strongly public relations is concerned with public opinion.
- Title
- Tis the seasoning: a case study in selling
- Synopsis
- 21: Focuses on the salesperson and the sales force. By following the detailed routine of a salesperson, studies approach, prospecting, qualifying, presentation, objections, closing and follow-up. Describes attitudes needed to succeed in sales and looks at
- Title
- Leader of the pack: a case study in pricing
- Synopsis
- 22: Illustrates how Yamaha Motorcycles develops and prices products and services, showing how real-world problems and market conditions affect the pricing formula.
- Title
- What the market will bear: great moments in pricing
- Synopsis
- 23: Demonstrates that the market, not cost, ultimately determines price. Looks at pricing policies, including psychological, unit, new product, flexible, penetration, product-line, and promotional factors.
- Title
- Green machine, The: a case study in non-profit marketing
- Synopsis
- 24: Shows how the US Army uses marketing-mix strategies to meet non-profit objectives of recruiting those with the right attitude for today's high-tech army.
- Title
- Movers and shakers: the art and science of marketint
- Synopsis
- 25: Reviews the diversity of approaches to key marketing areas and re-visits the notion of it as identifying consumer needs, converting them to wants, and satisfying those wants to achieve long-term success.
Production Company
Distributor
- Name
Resources in Training & Education Ltd
- Contact
- Donald Hill, Mark Brady
- admin@riteltd.net
- Web
- http://www.riteltd.net External site opens in new window
- Phone
- 01749 689027
- Fax
- 01749 689027
- Address
- 26 Lower Chapel Court
South Horrington
Wells
Somerset
BA5 3DF - Notes
- Probably no longer in business (2009)
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