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Marketing is the study and management of exchange relationships. Marketing is used to create, keep and satisfy the customer. With the customer as the focus of its activities, it can be concluded that Marketing is one of the premier components of Business Management - the other being innovation.

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A clever way to explain the different areas of marketing.

Contributed by Katie Leavitt

I defiantly think we need to find a better way to Market how to recycle water bottles. It is crazy how much plastic does not get recycled.

Contributed by Jesus Rodriguez

Pink is for girls, and blue is for boys... right? Not so! In fact, that idea only came about in the 1940s or so, which was a direct switch of how it was before hand. When colors were introduced into baby clothing (instead of the usual, white dresses--for boys and girls), Ladies Home Journal and other sources at the time recommended that boys wear the stronger color--pink, and that girls wear the dainty color--blue.

Contributed by Bridget LaMonica

The class textbook identifies PRIZM as a geodemographic system created by Claritas, Inc., that categorizes consumers into clusters based on their neighborhood (Peter & Donnelley, 2006, p. 70). I went to the PRIZM website and found out that in my neighborhood a large portion of the consumers are categorized as upscale middle aged people without children. There are around forty one thousand people in my neighborhood, the median age is thirty seven, the median income is seventy one thousand, and the consumer spend is almost fifty eight thousand dollars each year. I was surprised to find I fit perfectly within this marketing category, and I learned how I am being targeted. It will greatly help me from now on when I think about my budget and how I spend. Peter, P. J., & Donnelley, J. H. (2006). A Preface to Marketing Management. New York, Ny: McGraw-Hill/Irwin.

Contributed by Michele Anderson

According to the class text VALS is a marketing psychographic segmentation tool (Peter & Donnelley, 2006, p. 69). Psychographic segmentation is useful to marketing managers because it focuses on the lifestyles of consumers (Peter & Donnelley, 2006, p. 69). VALS actually stands for “values and lifestyles” (Peter & Donnelley, 2006, p. 69). It is a survey consumers take that measures them by asking about activities such as business, work and hobbies along with their interests such as job or family, and it asks questions about their opinions about business, social issues or politics (Peter & Donnelley, 2006, p. 69). The class text says the questions can be very general for psychographic segmentation studies or they can sometimes relate to products (Peter & Donnelley, 2006, p. 69). The VALS survey was created during the 1970s, and has been revised many times since in order to enhance the accuracy of the results when predicting consumer behaviors and lifestyles (Peter & Donnelley, 2006, p. 69). According to the class text the research for VALS in regards to segmentation is a product of SRI consulting Business Intelligence (Peter & Donnelley, 2006, p. 69). The psychographic groups are broken up into eight segments that are arranged into a rectangle that has two dimensions (Peter & Donnelley, 2006, p. 69). The vertical dimension divides people into groups based on how innovative they are and the horizontal dimension divides people into groups according to their motivations (Peter & Donnelley, 2006, p. 70). I took the VALS survey while researching this topic (Strategic Business Insights, 2013). The classification results I received at the end said my primary VALS type was “Innovator” and the secondary type was “Experiencer” (Strategic Business Insights, 2013). The results of my survey are shown in a screen shot from the website below (Strategic Business Insights, 2013). I think the VALS survey results were very interesting, and they also go along with some personality tests I have taken in the past. FedEx sends us to a training class called Building Relationship Versatility: Social Styles at Work which is facilitated by Wilson Learning. Before we take the class we have to pick five people who have known us and worked with us for years to fill out a survey about our personality traits. We get the results in the class and learn about ourselves and how to deal with others. The results of that survey which was taken by my peers were that I am an “Expressive, Expressive Innovator” (Wilson Learning Worldwide Inc., 2006). I dug a little deeper on the Strategic Business Insights page to learn more about what they think the characteristics of an innovator and experiencer would be. It says innovators are “change leaders and most receptive to new ideas and technologies” (Strategic Business Insights, 2013). It goes on to say innovators typically purchase “niche” services and products and that we are highly active as consumers (Strategic Business Insights, 2013). I agree with this assessment. I do enjoy shopping and I do typically buy what they would call “niche” services and products. For example, my favorite clothing store is called Anthropology. It has clothes and household items I adore. The site also explains in more detail what an “Experiencer” would categorically do (Strategic Business Insights, 2013). It describes an “Experiencer” as a youthful person who can be quite impulsive as a consumer (Strategic Business Insights, 2013). It also mentions that these people will also very quickly decide they do not want to buy (Strategic Business Insights, 2013). It says these people like to spend a large percentage of their income on socializing, fashion and entertainment (Strategic Business Insights, 2013). I agree with this assessment as well. I do spend a lot of my money on socializing with friends and my family. I like invite family and friends over for dinner, take them to lunch, and go on trips with them. Bibliography Strategic Business Insights. (2013, April 3). Retrieved April 3, 2013, from Strategic Business Insights: American Pshchological Association. (2005). Concise Rules of APA Style. Washington, DC: American Psychological Associaton. Peter, P. J., & Donnelley, J. H. (2006). A Preface to Marketing Management. New York, Ny: McGraw-Hill/Irwin. Wilson Learning Worldwide Inc. (2006). Social Style Profile. Feedback Booklet.

Contributed by Michele Anderson

Why pay for something when it's usually free? The bottled water industry make billions yearly selling something that was essentially free. It all started 1977 marketing campaign by Perrier that made imported water a must have for the growing yuppy society. Perrier highlighted problems like pollution and poor tap water quality in their campaigns, changing how American's viewed tap water. From her book "Bottlemania: How Water Went on Sale and Why We Bought it" Elizabeth Royte writes, "92% of the nation's 53,000 local water systems meet or exceed federal safety standards and is at least as good and often better than bottled water." Yet we are willing to overpay for plastic bottles destined to lie in a landfill once we are done. This shows the power of marketing.

Contributed by Alyssa Green

with ebay around is a great opporutnity for people to search for products and sales afer them many others

Contributed by Mary Arellano Garza

Have you ever wondered why men spend so much money on an engagement ring (usually 3 months pay) for their partners? You can thank De Beers for this! The Great Depression of the 1930's brought diamond sales down 50%. In an effort to boost sales, they went to an advertising agency, N.W. Ayers. They cleverly came up with ads that shift societies view and made diamonds associated with romance. Of course, the rest is history!!!

Contributed by Alyssa Green

If you notice the top fast food chains all have yellow, red, orange or green in there logos. That isn't a coincidence. Certain colors spark different feelings in consumers. Choosing the right color in your logo and advertisements can be the difference between success and failure of your business. Here is a guide of which colors may send the right message to your consumers.

Contributed by Alyssa Green

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