The Impact Of The Digital Revolution Marketing Essay

The Impact Of The Digital Revolution Marketing Essay Introduction Consumers are important for organizations as their all efforts are directed toward the satisfaction of needs of their target consumers. Study of consumer behavior help firms to improve their marketing strategy. This helps organizations to understand the psychology of consumers, how they think and feel about the specific products and how they select between different alternatives such as different brands and retailers. More specifically, consumer behavior is defined as the study of individuals, organizations or groups and processes they use to select, use, secure and dispose of products, services, ideas or experience to satisfy needs and impacts these processes have on society and consumers. Study of consumer behavior is very useful for organizations with its extensive applications. The most obvious use of consumer behavior is marketing strategy. When organizations have clear understanding of behavior of consumer about the product or service, they are in better position to develop and run an effective marketing campaign. For instance, by understanding that consumers are friendly towards food advertising when they are hungry we are more likely to schedule snack advertisement late in the afternoon. Consumer behavior also has its application social marketing which includes the ideas across to consumer rather than selling something. The Impact of the Digital Revolution in Marketing and Consumer Behavior: Advancements of technology have affected all the fields of life and so as the business world. Technological revolution is characterized with inventions such as internet, cell phone, global positioning system (GPS devices), notebook or laptop etc. many amazing. These changes have changed our lives to great extent. Now every human is connected with each other due to digital revolution. Communication technology has made it possible to share information quickly and easily. Information technology has also increased the ratio of communication and involved people from everywhere in the world. Digital revolution has provided new and fresh ideas to its users that are so common to use presently. Like all other aspects of life, technology has given a superb impact on consumer behavior and as well as on marketing. Technology has changed the ways to market the product to the target audience and consumers, more emphasis on market side is on how to execute and implement the marketing strategy. Inte rnet is critical mean, used by contemporary organizations to promote their products and services. Now companies are going for social media marketing and promoting their products via social networking websites such as face-book, twitter, word press, BlogSpot and liked in etc. Whereas in past companies were using traditional means of promotion and advertisements e.g. news paper, radio and televisions. But now, internet provides more innovative, quick and fast way to implement promotion strategy. Internet and social media networking websites provides effective and free of cost media to encompass the target audience. Selling methods have also been changed with digital revolution. GPS devices, notebook, laptop and cell phones bring information through users of those technologies faster. Due to fast and easy access to information, people are more aware and try to get latest information when making a purchase decision. Digital revolution has given emergence to relationship marketing (with focus on customer), industrial or business marketing (with organizational focus) and social marketing (with focus on benefits to society) and most importantly to internet marketing. Online Consumer Segmentation: Companies must recognize that cherished knowledge of target market facilitating customer segmentation provides basic information that is necessary to maximize the returns on practices of internet marketing and increase its effectiveness and efficiency. Consumer information is qualifying information that is applied by internet marketers; it also clarifies and help to connect the promotional content with specific segments of consumers. This process is carried out with aim to match the attributes of products with needs of potential online consumers and these customers are more likely to benefit from specific promotional offers of company. In this case, it must be recognized that whole population that have access to the internet can be potential customers. But from this population, only a certain portion of online population represent the potential customer of the product or service being promoted by the company. Process of online segmentation of consumers, is consistent with traditional approach of market segmentation. Internet marketers observe the consumer behavior toward the formulation of promotional content and apply the results of observations in segmenting the online consumers. It is designed to forecast behavior of consumer relative to what is already known about current and prospective consumers. The prognostic value of consumer segmentation is obvious as content of promotional strategy and it is aligned with subset of consumers. Consumer Motivation and High Technology Products: Technology has changed the business practices to great extent. Modern technologies are time saving and require less efforts by humans as well as it simplifies information access and bring people from different places together. Now, high technology gadgets are essential part of human life. Business executives forecast that sales and profits of future are expected to come from high technology products. (Asp, 1999 ). Consumer behavior in the contemporary world is more neutral toward technology. However, there is no single agreement on what is high technology means, actual business practices and competitive strategy theories recognize explicitly that there are important attributes such as rapidly changing life cycles, intensity of information and turbulence that distinguish high technology from the traditional market in psychological factors (Hirunyawipada Paswan, 2006), most important one is motivation of customers as behavior comes from motivation. But actually, consumer needs are not that specific which exist potentially. So the aim of promotional and advertising activities is to satisfy the customer demands and motivate them to buy the products or services even for those which consumers do not need actually. High technology products can prove to be very crucial factor in consumer motivation. Cultural Factors affecting Consumer Behavior: In simpler definition, culture is all about the values of an individual. Culture decides about the behavior of consumers. Cultural factors also influence the individualà ¢Ãƒ ¢Ã¢â‚¬Å¡Ã‚ ¬Ãƒ ¢Ã¢â‚¬Å¾Ã‚ ¢s buying behavior. All individuals hold different sets of beliefs, habits, and principals that are developed by him or her from his family status and background. Within each culture, there are some subcultures such as gender, religion, geographical location and status etc. companies must know specific cultural attributes and how they affect the buying behavior of the consumers. Marketers believe that consumers have similar cultural attributes or having same culture show similar buying behavior. Every country has its distinct and different culture so while going for international marketing, companies must overcome the cultural and economic boundaries. In order to run a successful marketing campaign on domestic and internal level, different presences, attitudes, beliefs and habits of cus tomer in the target market. Beliefs are important element of culture and can show similarities between the people in a community. Understating the cultural properties of target consumers is critical for analysis of consumer buying behavior and play important role in the process of market segmentation, product positioning and target market. Adult Consumerà ¢Ãƒ ¢Ã¢â‚¬Å¡Ã‚ ¬Ãƒ ¢Ã¢â‚¬Å¾Ã‚ ¢s Decision Making: Marketers and researchers have great interest in decision making style of target consumers. Demographics have great impact of thinking and buying behavior of consumers. Age is one of the important elements that affect the consumerà ¢Ãƒ ¢Ã¢â‚¬Å¡Ã‚ ¬Ãƒ ¢Ã¢â‚¬Å¾Ã‚ ¢s behavior in the market place. Consumerà ¢Ãƒ ¢Ã¢â‚¬Å¡Ã‚ ¬Ãƒ ¢Ã¢â‚¬Å¾Ã‚ ¢s decision making style is a mental orientation that is characterized by approach of consumer to make choices. Adult consumers are hard to handle for marketers as they are living in technological advanced world, like innovative and latest products. Attracting and retaining adult consumers is a challenge for marketers, they must be aware and have enough knowledge of advanced technologies and applications that are part of daily life or adults consumers of modern era, in order to reach that specific segment of the market (Olshavsky Granbois, 1979). This market segment may boast considerable purchasing power. This segment is noticed widely due to its perc eived importance. Home buying decisions of this segment are fairly noticeable and they are recognized as trend setters which influence consumption patterns in the other segments of market as well (Olshavsky Granbois, 1979)Buying decisions of adult consumers are influenced by critical reference groups such as friends. It is observed in many researches that impact of promotional activities on loyalty of adult consumer is insignificant. Instead brand loyalty can be enhanced by improving products ad past utilization, convenience and expectations do not affect the loyalty significantly. Conclusion: Consumer buying behavior is a mental orientation that makes the approach of choices by the researcher. Technological advancement has been having great impact of buying behavior and purchase patters of consumers. Due to smart technologies, companies can easily and quickly spread their promotional message and hit their target market consumers. They can benefit by technological advanced options to carry out activities. Internet and social networking websites are important tool for marketing contemporary organizations. A successful marketing strategy in modern world organizations, need to consider important factors such as high technology products, cultural backgrounds of target consumers and demographics of target consumers as well.

Disastrous Date Essay

Three years ago my good friend set me up on a blind date, but before going on the date I wanted to get to know my potential date. After talking to him for a couple of weeks and getting to know him we finally decided to have our first date. He was a gentleman he came to the airport to pick me up, opened the door and was polite. Our conversation in the car had no awkward moments of silence as we headed to our restaurant. The restaurant was his pick which was a surprise to me since it was Ruth’s Chris Steak house. We ordered appetizer’s and drinks to start off the date, we talked and laughed over dinner and shared some embarrassing moments over dessert. In my mind I thought is this night too good to be true. We spent over three hours talking and laughing as the night came to an end the waitress brought our check. This is where it gets interesting. As he’s frantically checking his pockets for his wallet in my mind I’m thinking he’s joking with me he did have a sense of humor over dinner. Don’t get me wrong I don’t ever mind paying for dinner, but on a first date â€Å"forgetting your wallet† might be pushing it especially when you’re having dinner at a steak house. At the end I ended up paying for our dinner which wasn’t cheap, we headed out and drove back to his hotel and it turned out his wallet was left behind now I don’t know if it was intentionally left behind, but it was defiantly at the hotel. We freshened up and headed out again to continue our night. Till this day my husband and I laugh at my first disastrous date and what’s even funnier is that my husband is the guy who â€Å"forgot his wallet.† So my bad experience actually ended up turning into a good one.

The Causative Agent Of Lyme Disease - 1617 Words

Although most people don’t realize it, one of the most weakening diseases of the world can often be found crawling around in the shrubs and tall grasses of a person’s backyard. It does not mean that only dirty yards have this disease but it is found in every North Americans backyard. The disease is called Lyme disease. Lyme disease is a fairly common disease that often goes misdiagnosed in many cases. There are many misconceptions about this disease. Causative Agent: Every disease has a causative agent. The causative agent of Lyme disease is the bacterium, Borrelia burgdorferi. Borrelia burgdorferi is a spirochete that is approximately 20-30 cm in length and .2-.3 mm in width. It is not classified as either Gram-positive or Gram-negative. When B. burgdorferi is Gram-stained, the cells stain a weak Gram-negative by default, as safranin is the last dye used. Lyme disease does not only affect certain cells, tissues, organs within the host. As Lyme disease is a multi-system disease which can affect virtually every tissue and every organ of the human body. Lyme disease is a tick-borne systemic infection caused by a spiral organism, Borrelia burgdorferi, characterized by neurologic, joint, and cardiac manifestations. Lyme disease is carried by a tiny tick. It begins with a bite and a rash that can be so slight, you may not even notice. However, the consequences can be serious, sometimes fatal. Ticks can feed on mammals, birds, reptiles, and amphibians. Most ticks prefer to haveShow MoreRelatedThe Causative Bacterial Agent For Lyme Disease1002 Words   |  5 PagesBorrelia burgdorferi, the causative bacterial agent for Lyme Disease, has persisted for thousands of years. Recently, scientists have found genetic remains of the bacteria from a mummy dating back 5,300 years (National Geographic, 2011). However, Borrelia burgdorferi was not classified and identified as the putative source for Lyme Disease until the early 1980’s. After mysterious and untreatable symptoms appeared in children and adults of the city of Lyme, Connecticut, the goal for many clinicalRead MoreLyme Disease : A Common Disease1596 Words   |  7 Pagesweakening diseases of the world can often be found crawling around in the shrubs and tall grasses of one’s backyard. It does not mean that only dirty yards have this disease but, it is found in every North Americans backyard. The disease is called Lyme disease. Lyme disease is a fairly common disease that often goes misdiagnosed in many cases. There are many misunderstandings about this disease. Causative Agent: Every disease has a causative agent. The causative agent of Lyme disease is the bacteriumRead MoreTransmission of Lyme Disease569 Words   |  2 Pages Lyme disease begins with a bite from an infected tick. It is the most common tick-borne disease within the United States (Wadsworth Center, n.d.). The causative agent of Lyme disease is Borrelia burgdorferi. This pathogen is a spirochete with endoflagella, an outer membrane with LPS-like substance, an inner membrane and a periplasmic space which contains a layer of peptidoglycan (Tilly, Rosa, Stewart, 2009). As stated before, it is transmitted via a bite from an infected tick. There are two mainRead MorePre Medical Science Cs #13670 Words   |  3 Pagesanother blood sample. She says there is no need to culture the wound. 1. On the basis of the limited information above, the physician has obviously made a diagnosis. What is it? What does the causative organism look like when gram stained? 2. What is the most likely reservoir for the causative organism in this case? 3. Why draw blood twice? 4. Why not culture the wound to look for the bacterium? 5. What are four other common infections that humans acquire from animals? 1.Read MoreThe Microbiology Of Lyme Disease2421 Words   |  10 Pagesyou think of when you hear Lyme disease? I asked my brother, just for fun, to see what his response would be, and his response was too good not to share. He said â€Å"Yeah, Lyme disease is when limes turn gross.† I can’t make this up! Sorry, Landon, not quite. Lyme disease is a rather increasing epidemic, not only in Iowa but also in great numbers on the east coast states. Throughout this paper, I will be discussing what Lyme disease is, the microbiology of Lyme disease, how one can get it, the typicalRead MoreAnatomy Of The Bacterial Spirochete2771 Words   |  12 PagesStation TX. 2 Department of Biochemistry and Molecular Biology, Faculty of Biology, University of Valencia, Burjassot, Valencia, Spain. â€Æ' ABSTRACT The bacterial spirochete Borrelia burgdorferi is the causative agent of the most commonly reported arthropod-borne illness in the United States, Lyme disease. Select proteins produced by B. burgdorferi contain the von Willebrand Factor A (VWFA) domain, which is responsible for cell adhesion via interaction with the extracelluar matrix (ECM), glycoproteinsRead MoreBacterial Disease6531 Words   |  27 PagesBacterial diseases: Introduction Bacterial diseases include any type of illness or disease caused by bacteria, a type of microbe. Microbes are tiny organisms that cannot be seen without a microscope and include viruses, fungi, and some parasites as well as bacteria. The vast majority of bacteria do not cause disease, and many bacteria are actually helpful and even necessary to good health. 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Devastating Effects Of Pollution In Florida - Free Essay Example

Sample details Pages: 3 Words: 955 Downloads: 6 Date added: 2019/04/15 Category Ecology Essay Level High school Tags: Pollution Essay Did you like this example? Florida is a tourist hotspot known for its beaches. However, Floridas water are being contaminated by an algae bloom known as red tide. The algae is Karenia brevis, which is a species of dinoflagellates. Don’t waste time! Our writers will create an original "Devastating Effects Of Pollution In Florida" essay for you Create order Red Tide cost Florida millions of dollars and is negatively affecting its coastal communities. Additionally, red tide is responsible for thousands of Floridas marine life with its toxin and causes health issues for those that are affected. The red tide is also is made worse due to nutrient pollution, which feed the algae. Overall, red tide is not preventable as it is natural, but the damage can be reduced by limiting nutrient pollution. Nutrient pollution is a manmade problem that is costly, widespread, and challenging (Sources and Solutions). It help the algae grow faster by giving it nitrogen and phosphorus, which is its primary food sources (Sources and Solutions). The main sources of nutrient pollution are agriculture, wastewater, and landscaping (Sources and Solutions). Agriculture contribute to nutrient pollution by providing animal manure and fertilizers, which are both rich in phosphorus and nitrogen. Animal manure and fertilizers can be leak into ground waters or wash into nearby water (Sources and Solutions). Wastewater contribute to nutrient pollution if the pollutants are not removed from the water properly as it contain phosphorus and nitrogen from food, human waste, and certain detergents and soaps (Sources and Solutions). Landscaping contribute to nutrient pollution when fertilizers, pet waste, yard waste. detergents and certain soaps, which contain phosphorus and nitrogen, are not properly disposed o f or used (Sources and Solutions). Red Tide grows and expands faster due to nutrient pollution, which resulted in several harmful effects such as the death of marine life, severe impacts on coastal communities, and health problems to humans. Red Tide is killing Floridas marine life that has come into contact with it. Most marine life died from the food that they consumed, which has been contaminated by the harmful algae toxin that came from the Red Tide (Gomez). This effect has led to an enormous amount of fish deaths, which would become a health hazard as the contaminated fish risk being eaten by marine animals, birds and human (West). This effect remain in addition to the leading cause of death for manatees, which is an endangered species (Red Tide). Another effect of red tide is the negative and severe impacts on Florida economy. This effect has led to coastal communities that rely on tourism to lose millions of dollars in revenue (West). Commercial shellfish and fishing would also lose revenue as shellfish beds and fish would be contaminated by the deadly algae toxin (Red Tide). Restaurants, hotels, and water based tourism attractions that are located in area where the Red Tide is occurring would equally suffer a loss of income (Red Tide). Furthermore, red tide also leads to human health problems. People are vulnerable to the effect of red tide though the exposure to the toxins that is released into the air by the algae and contaminated seafood (Red Tide). The algae can also cause various types of neurological, respiratory, and gastrointestinal disorders (West). People exposed to the algae will suffer severe symptoms such as headaches, diarrhea, dizziness, vomiting, rashes and many others (West). Exposure to the toxin can sometimes cause death (West). However, there are solutions in limiting nutrient pollution. A solution to reducing nutrient pollution in agriculture are nutrient management, which is applying fertilizers in the right amount, with the right method at the right time of the year (Sources and Solutions). Another solution is cover crops, which are planting certain, clovers, grain, or grasses that help keep nutrients out of water by reducing soil erosion and recycling excess nitrogen (Sources and Solutions). Buffers can also be used; buffers are planting grass, shrubs, and trees around fields that border water bodies as it help by filtering out and absorbing nutrients before it can reach a body of water (Sources and Solutions). Conservation tillage is useful because it reduces soil and erosion compaction, reduce how often fields are tilled, reduces runoff, and builds soil organic matter (Sources and Solutions). Livestock waste can be managed by keeping waste and animals out of lakes, rivers, and streams, and drainage wa ter management, which prevent degradation of water in local lakes and streams by reducing the nutrient loadings (Sources and Solutions). A solution to limiting nutrient solution in wastewater are upgrading wastewater treatment systems, which can often be expensive for rate and municipalities payers, but upgrades in a long run can save a wastewater treatment plant a lot of money or end up paying for itself (Sources and Solutions). Another solution to wastewater is the use of septic systems, which allow homeowners to locally treat their wastewater (Sources and Solutions). Homeowners can maintain and protect their system by inspecting their system regularly and pump their tank as necessary, use water efficiently, not disposing of hazardous waste in toilets or sinks, and avoid placing heavy objects and driving vehicles on their drain field (Sources and Solutions).The solutions to reducing nutrient pollution in landscaping is choosing phosphate-free detergents and soaps, using the appropriate amount of detergent, informing pet owners why it is important to pick up their pet waste, use water efficiently, and washing cars on the lawn (Sources and Solutions). Though climate change deniers disagree, Red Tide, while natural, is made worse by human pollution. The nutrient from the pollution would help the algae grow and expand at a fast rate. The devastating effects it had on Florida can be seen as it had contaminated beaches, caused thousands of marine life deaths, impacted coastal communities and had caused health problems. Thankfully, there are solutions to limit nutrient pollution and reduce the damage caused by red tide.