Sony And Marketing Essays - Marketing, Sony, Societal Marketing

Sony And Marketing Essays - Marketing, Sony, Societal Marketing Sony and Marketing WHAT MARKETING IS: The primary concern or objective of marketing is to identify and satisfy, or exceed the changing needs of customers. In view of this broad concern of marketing, it can be seen that the concept of marketing encapsulates many activities in a business. Marketing, in fact, refers to any activity undertaken by a firm that has been designed to plan, price, promote and distribute ideas, goods and services to target markets. These marketing activities were executed in order to create exchange, that is sales, that will result in the achievement of the proprietors' individual goals and the firm's goals, both in the short-term and the long-term. It is then obvious that marketing forms an integral component of any business's operations. In particular marketing activities attempt to increase a firms' revenue base, by placing an emphasis on enticing potential customers in target markets to purchase the firms' products in order to satisfy their wants, rather than those of firm's competitors. Consequently, the marketing directly contributes to the attainment of the financial goals of the firm. Hence, the success of a firm is reliant upon the extent to which it is able to identify, and satisfy or exceed the customer's needs more effectively and efficiently relative to its competitors vying for the same markets. Marketing as an activity that entails several features, all of which are presented during the course of the marketing process. Such features include, firstly and most importantly, that marketing is a comprehensive process that begins with the creation of an idea and ends up as product that will be sold to satisfy a customer's needs. Secondly, marketing is seen as a managerial process as it involves making managerial decisions about the particular mix of product, price, place and promotion in a firm. Furthermore, marketing involves managers planning and ensuring that particular sequenced activities are carried out, in order for the marketing plan to be successful. Finally, marketing is perceived as a way in which firms are able to satisfy the needs of customers, and in turn achieve their own business goals. APPROACHES TO MARKETING: Marketing provides the business with the ability to satisfy the changing wants of customers. In light of this, and the fact that businesses have become increasingly aware of the role that marketing plays in achieving success in the business, several approaches or philosophies to marketing have developed. There are five central approaches to marketing, with the use of a specific marketing approach/s depends upon particular business's marketing strategy and the type of product being marketed. These different approaches are: Marketing Concept: this approach believes that customer's want-satisfaction is the economic and social reason for an organisation's existence. This approach stipulates that all of the business's activities should be targeted towards meeting consumer wants, while at the same time meeting the organisation's goals. In effect, this approach requires that the firm finds out what the customer wants, and subsequently develops a product to meet these requirements and then sell it at a profit. Production Concept: this approach states that the business will sell its product if it is both well made and affordable. Businesses utilising this approach require management to focus on improving production techniques and cost structures of the business. Consequently, this approach does not place emphasis on customer want-satisfaction. Product Concept: this approach has the attitude that 'product is king' and focuses on the quality, features, and performance of the product. This approach believes that if the product has more features or is of a better quality and performance compared to competitors, it will then gain greater sales. This approach is not customer want-satisfaction oriented. Selling Concept: this approach focuses on developing sales techniques and promotional activities in order to entice customers into buying an organisation's product, whether they want it or not. Therefore this approach places direct emphasis on customers, but, possibly not on their want-satisfaction. Societal Marketing Concept: this is the latest marketing approach, it combines the main ideas of the marketing approach, that is, determining customer needs and satisfying the business's goals, but also integrates social responsibility into the business. This social responsibility includes increasing environmental awareness, which may include tackling the problems of pollution and the exploitation of non-renewable resources. Modern day businesses are

About the Balfour Declaration of 1917

About the Balfour Declaration of 1917 The Balfour Declaration was a November 2, 1917 letter from British Foreign Secretary Arthur James Balfour to Lord Rothschild that made public the British support of a Jewish homeland in Palestine. The Balfour Declaration led the League of Nations to entrust the United Kingdom with the Palestine Mandate in 1922. Background The Balfour Declaration was a product of years of careful negotiation. After centuries of living in a diaspora, the 1894 Dreyfus Affair in France shocked Jews into realizing they would not be safe from arbitrary antisemitism unless they had their own country. In response, Jews created the new concept of political Zionism in which it was believed that through active political maneuvering, a Jewish homeland could be created. Zionism was becoming a popular concept by the time World War I began. World War I and Chaim Weizmann During World War I, Great Britain needed help. Since Germany (Britains enemy during WWI) had cornered the production of acetone- an important ingredient for arms production- Great Britain may have lost the war if Chaim Weizmann had not invented a fermentation process that allowed the British to manufacture their own liquid acetone. It was this fermentation process that brought Weizmann to the attention of David Lloyd George (Minister of Ammunitions) and Arthur James Balfour (previously the Prime Minister but at this time the First Lord of the Admiralty). Chaim Weizmann was not just a scientist; he was also the leader of the Zionist Movement. Diplomacy Weizmanns contact with Lloyd George and Balfour continued, even after Lloyd George became prime minister and Balfour was transferred to the Foreign Office in 1916. Additional Zionist leaders such as Nahum Sokolow also pressured Great Britain to support a Jewish homeland in Palestine. Although Balfour, himself, was in favor of a Jewish state, Great Britain particularly favored the declaration as an act of policy. Britain wanted the United States to join World War I and the British hoped that by supporting a Jewish homeland in Palestine, the world Jewish community would be able to sway the U.S. to join the war. Announcing the Balfour Declaration Though the Balfour Declaration went through several drafts, the final version was issued on November 2, 1917, in a letter from Balfour to Lord Rothschild, president of the British Zionist Federation. The main body of the letter quoted the decision of the October 31, 1917, British Cabinet meeting. This declaration was accepted by the League of Nations on July 24, 1922, and embodied in the mandate that gave Great Britain temporary administrative control of Palestine. The White Paper In 1939, Great Britain reneged on the Balfour Declaration by issuing the White Paper, which stated that creating a Jewish state was no longer a British policy. It was also Great Britains change in policy toward Palestine, especially the White Paper, that prevented millions of European Jews to escape from Nazi-occupied Europe to Palestine before and during the Holocaust. The Balfour Declaration Foreign OfficeNovember 2nd, 1917Dear Lord Rothschild,I have much pleasure in conveying to you, on behalf of His Majestys Government, the following declaration of sympathy with Jewish Zionist aspirations which has been submitted to, and approved by, the Cabinet.His Majestys Government view with favour the establishment in Palestine of a national home for the Jewish people, and will use their best endeavours to facilitate the achievement of this object, it being clearly understood that nothing shall be done which may prejudice the civil and religious rights of existing non-Jewish communities in Palestine, or the rights and political status enjoyed by Jews in any other country.I should be grateful if you would bring this declaration to the knowledge of the Zionist Federation.Yours sincerely,Arthur James Balfour