British Universities Film & Video Council

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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

Name

Coast Telecourses

Distributor

Name

Resources in Training & Education Ltd

Contact
Donald Hill, Mark Brady
Email
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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