Internet Marketing †Acquisition and Retention Essay

The methods of conducting business have really changed as the impact of globalization has causes several flexibilities and easiness in our lifestyles and daily life. Many businesses find it costly to open it in a physical location and expanding through outlets, which often does not target large audience. Therefore, many businesses are starting through internet where they can target customers from all over the world, market their products or services easily and economically, and get payments right away. Not only this, those businesses that do not operate virtually and have physical locations are finding it more effective and financially beneficial to market their products through internet, and that what is called Internet Marketing. Internet marketing also contains the elements of Direct Marketing, where the promotion of products is done online such as, websites (ResearchStarters, 2008). It does not mean that when businesses are started online they would always save costs and be successful; in fact, many businesses fail due to several factors and one significant of them is poor marketing strategies. Of course, the consumers would not have any idea that a new business has started that for instance, sells soccer jerseys, through its website. The target market should have to be made aware of that business, the products, new offers/deals, customer value, feedback, etc. Therefore, all this requires the business to use effective marketing tools and strategies where it can convey the message to the audience, impress them, convince them to purchase, and provide feedback. Businesses can use online marketing strategies such as, designing websites that grab the attention of the customers at first sight, force them to explore, make them realize that they are everything for the company, provide them with ease in shopping online, and let them give a chance to give a feedback. Moreover, businesses can also use the strategy of mass-emailing to the customers or potential customers whether they are individuals or other entities. Placing ads on popular and most-visited websites is another strategy but is quite expensive. And finally, the use of social networking websites such as, Facebook, Twitter, and MySpace, is lucrative since it is inexpensive and targets wide range of audience. Customer Acquisition and Retention There is absolutely no doubt about the fact that it takes a business much more to spend in acquiring new customers than to retain the old or present customers. The reason being that the acquisition of new customers require the business to conduct market research, target them in a new way, shape the products or services according to their needs, reposition the brand that might damage it, and shape the marketing strategies accordingly. These all result in occurring more and more costs for the company; whereas, retaining old or present customers is quite prolific since they have already tried the products, have an image for it, know the company and its reputation, and most importantly can result in promoting them through word-of-mouth. Other marketing strategies for retaining such customers include offering them membership programs, building good relationships with them, increasing the contact with them, asking them for feedback about whether they are satisfied or not, enhancing support for them, and making them realize that they are part of the database and are given importance (Hughes, 2010). Moreover, retention of customers require the company to reshape and bring innovative features and qualities in their products to make those dormant customers restart buying the products if they have stopped to. There is a rule called 80/20 rule, which means that 80% of the revenue comes from 20% of the loyal customers. Therefore, businesses should not feel bothered if they have to invest more on those customers because they are providing them with more sales. So, companies can conduct sales promotion activities or other marketing campaigns for rejuvenating them and milking them. Also, when businesses get to know that their certain customers have stopped buying the products, they should conduct surveys where they should ask the customers what were the reason due to which they stopped buying, what flaw they saw in it, what improvements they want, etc (Businessfast4ward, 2010).

Classical Conditioning

Classical conditioning has also found its way into the realms of entertainment. The most notable example of this is the 1962 novel A Clockwork Orange written by Anthony Burgess and it subsequent 1971 movie directed by the late Stanley Kubrick (Internet Movie Database. ) A Clockwork Orange details the activities of a young ultra-violet protagonist named Alex. Alex is â€Å"cured† of his evil tendencies via classical conditioning. He is forced to watch various films depicting ultra-violence (US) and the like , and his natural feeling of excitement or joy serves as the UR. The films are paired with a drug (CS) that makes Alex violently ill. In turn Alex eventually becomes violently ill (now the CR) when he begins to feel the excitement associated with violence. The people treating Alex also utilize galvanic skin response (GSR) to get the optimal results. GSR is used to measure arousal from a stimulus (Hawkins 1998. ) It uses small electrodes attached to the skin that measures minute changes in perspiration. The most well known use for GSR is in the lie detector test (Hawkins 1998. The book brings up certain moral aspects of classical conditioning when used to modify behavior (such as consumer behavior. ) Burgess makes his character out to be programmed, and unable to make choices on his own. It is generally believed that Burgess overstates the power of classical conditioning in the context complete behavior reform. In addition to entertainment, classical conditioning is also used as a marketing tool. Classical conditioning is generally used with low-in volvement products (Hawkins 1998. ) This is because classical conditioning is most effective when emotion is involved (Classical Conditioning. Advertising for low-involvement products usually attacks the consumer through affective means because nobody wants to think (cognitive) about purchasing low-involvement products. Advertising and sales promotion (event sponsorship) are the most common forms of classical conditioning in marketing. Classical conditioning is used in a plethora of advertisements. The idea behind it is a simple one. Make an ad (US) that elicits a positive response (UR) in the person exposed to the ad. The product or brand within the ad then becomes the CS. The goal of advertisers is to get the exposed person at the grocery store or what have you, to associate the positive feeling they had for the ad with the product. This makes the positive feeling now the CR. Event sponsorship is very similar to this. With event sponsorship the sponsor wants the person viewing the event (US) to project the positive feelings (UR) they get from the event with their product. The big advantage to event sponsorship is that the person being exposed has generally chosen to be exposed to the event. Therefore, the positive emotional feeling toward the event can be intense. This can also be a double-edged sword as well. This occurs when the emotion involved is extremely negative. An example of this is when it is a sporting event, and the exposed person’s favorite team loses. The product could then be associated with those feelings. One area extensively covered with regard to classical conditioning and consumer behavior is the effect of background music. Gerald Gorn can be considered the leader in this research due to his 1982 experiment involving background music and the color of pen chosen as a gift (Kellaris 1989. The experiment involved pairing one pen color with pleasant music, and pairing another pen color with unpleasant music. Several pen colors were tested and ranked on a scale of one to seven. Then two pen colors with similar positions were used in the experiment. The music was picked using a ranking scale as well, except instead of picking two pieces with similar positions, the two selections were on the opposite ends of the spectrum. T he subjects then were exposed to slides of the one color pen paired with pleasant music, and the other with unpleasant. When given a choice the more subjects chose the pen color associated with the pleasant music This study has a major impact because it showed that consumer behavior can be influenced rather easily. The Gorn experiments are not without controversy (mostly regarding the procedures used in the experiment), but the are still very widely accepted and referenced (Kellaris 1989. ) Another area looked at by marketers is how often to repeat the advertisement. This will be looked at in the next section. Low-involvement advertising needs extensive repetition in advertising (Hawkins 1998. This is mostly because people just are not actively searching for information on low-involvement products. This generally means that not a great deal of attention is paid to ads for low-involvement products. The problem with this is a certain amount of diminished return on the ad. The first time the ad is adequately comprehended it is generally as funny, emotional, etc. as it is going to get. From that point on its affect diminishes and the conditioning is not as strong. This encourages companies to advertise in campaigns. This way they don’t have to reinvent the wheel every time out, but they can still remain fresh with ongoing variations. Classical Conditioning Classical conditioning has also found its way into the realms of entertainment. The most notable example of this is the 1962 novel A Clockwork Orange written by Anthony Burgess and it subsequent 1971 movie directed by the late Stanley Kubrick (Internet Movie Database. ) A Clockwork Orange details the activities of a young ultra-violet protagonist named Alex. Alex is â€Å"cured† of his evil tendencies via classical conditioning. He is forced to watch various films depicting ultra-violence (US) and the like , and his natural feeling of excitement or joy serves as the UR. The films are paired with a drug (CS) that makes Alex violently ill. In turn Alex eventually becomes violently ill (now the CR) when he begins to feel the excitement associated with violence. The people treating Alex also utilize galvanic skin response (GSR) to get the optimal results. GSR is used to measure arousal from a stimulus (Hawkins 1998. ) It uses small electrodes attached to the skin that measures minute changes in perspiration. The most well known use for GSR is in the lie detector test (Hawkins 1998. The book brings up certain moral aspects of classical conditioning when used to modify behavior (such as consumer behavior. ) Burgess makes his character out to be programmed, and unable to make choices on his own. It is generally believed that Burgess overstates the power of classical conditioning in the context complete behavior reform. In addition to entertainment, classical conditioning is also used as a marketing tool. Classical conditioning is generally used with low-in volvement products (Hawkins 1998. ) This is because classical conditioning is most effective when emotion is involved (Classical Conditioning. Advertising for low-involvement products usually attacks the consumer through affective means because nobody wants to think (cognitive) about purchasing low-involvement products. Advertising and sales promotion (event sponsorship) are the most common forms of classical conditioning in marketing. Classical conditioning is used in a plethora of advertisements. The idea behind it is a simple one. Make an ad (US) that elicits a positive response (UR) in the person exposed to the ad. The product or brand within the ad then becomes the CS. The goal of advertisers is to get the exposed person at the grocery store or what have you, to associate the positive feeling they had for the ad with the product. This makes the positive feeling now the CR. Event sponsorship is very similar to this. With event sponsorship the sponsor wants the person viewing the event (US) to project the positive feelings (UR) they get from the event with their product. The big advantage to event sponsorship is that the person being exposed has generally chosen to be exposed to the event. Therefore, the positive emotional feeling toward the event can be intense. This can also be a double-edged sword as well. This occurs when the emotion involved is extremely negative. An example of this is when it is a sporting event, and the exposed person’s favorite team loses. The product could then be associated with those feelings. One area extensively covered with regard to classical conditioning and consumer behavior is the effect of background music. Gerald Gorn can be considered the leader in this research due to his 1982 experiment involving background music and the color of pen chosen as a gift (Kellaris 1989. The experiment involved pairing one pen color with pleasant music, and pairing another pen color with unpleasant music. Several pen colors were tested and ranked on a scale of one to seven. Then two pen colors with similar positions were used in the experiment. The music was picked using a ranking scale as well, except instead of picking two pieces with similar positions, the two selections were on the opposite ends of the spectrum. T he subjects then were exposed to slides of the one color pen paired with pleasant music, and the other with unpleasant. When given a choice the more subjects chose the pen color associated with the pleasant music This study has a major impact because it showed that consumer behavior can be influenced rather easily. The Gorn experiments are not without controversy (mostly regarding the procedures used in the experiment), but the are still very widely accepted and referenced (Kellaris 1989. ) Another area looked at by marketers is how often to repeat the advertisement. This will be looked at in the next section. Low-involvement advertising needs extensive repetition in advertising (Hawkins 1998. This is mostly because people just are not actively searching for information on low-involvement products. This generally means that not a great deal of attention is paid to ads for low-involvement products. The problem with this is a certain amount of diminished return on the ad. The first time the ad is adequately comprehended it is generally as funny, emotional, etc. as it is going to get. From that point on its affect diminishes and the conditioning is not as strong. This encourages companies to advertise in campaigns. This way they don’t have to reinvent the wheel every time out, but they can still remain fresh with ongoing variations.

Paradise Lost by John Milton term paper Essay Example | Topics and Well Written Essays - 2250 words

Paradise Lost by John Milton term paper - Essay Example venge over this, Satan or the Lucifer, in other words, decided to bring the downfall of man by making them to eat the forbidden fruit in the Paradise or the Garden of Eden. Consequently, one may have the temptation not to believe in Christianity by basing on the reason on what could make God allow Serpent to revenge on His creation (God) if He truly loved them. The story of the Paradise begins from hell where both the Lucifer and his followers recover from the defeat after losing the battle initially in the war they had with God. For example, they constructed a monument that they referred to the Pandemonium where they were weighing the options of making a return to battle or just to forfeit it by accepting the defeat. Consequently, they also had the considerations of exploring the new world contained in the prophesies of creation for effecting the safe infliction of their planned revenge against mankind. As a way of enforcing their mission with full force, Satan decided to undertake the task alone minus engaging his followers. He feared that his followers might suffer extreme damage or run away from him during the battle (Driven, 45). At the onset of the mission, Satan made a return to the earth through the serpent. As a serpent, Satan enticed Eve upon meeting her alone to have a taste of the fruit of the forbidden tree. Adam also with no fate also decided to eat the fruit (McGovern 45). Consequently, the two lost their innocence and, as a result, came to their senses that they are naked. Followed by the urge to protect themselves from shame and despair of such scenario, they became hostile to each other. However, Adam and Eve reconciled with each other despite Gods order to angel Michael to expel them from Paradise. In addition, the angel showed the pair the consequences of disobedience to God due to eating the fruit from the forbidden tree. Adam got saddened upon imagining the consequences of the sin told to him by Angel Michael though he got relieved from

Sexuality Education for people who living with a disability Assignment

Sexuality Education for people who living with a disability - Assignment Example This type of treatment makes it important for us to play our role in spreading such sexuality education that promotes respect for these individuals as well as mental and spiritual support for them. â€Å"Having an adult identity† and â€Å"autonomy† (Herbert, 2011, p.133) are two major rights that these individuals must be granted. In my practice, I would specially encourage the disabled individuals to enhance their expression of self-identity through not being embarrassed of their sexual orientation or sexual desires. The motivation to express self-identity and self-acceptance is the major thing that is required to give these individuals confidence. For example, I would advocate couples to compromise with the disability of a spouse and accept each other’s sexual orientation and sexual fantasies by overlooking the physical disability. Second, I would like to give awareness to females that they are the more precious gender of the two, and physical disability should not make them feel deprived of their sexual desires and related

Thesis-driven essay supported by close reading Example | Topics and Well Written Essays - 750 words

Thesis-driven supported by close reading - Essay Example is also a social and political commentary on the historical position of black people in the United States at that time and as such the book offers a wider commentary beyond the personal experience of one boy. The social commentary talks to us about racism, inequality, slavery, violence and oppression. The personal commentary tells us about hunger, the human spirit, coming of age and the development of strategies to find a way to survive as a black boy growing into a man in the racist America of the time. At the time of writing â€Å"Black Boy† Wright was also influenced by other writers such as James Joyce (1922), who also used their writing as a means for self-analysis. In an atmosphere of awareness of Freud and Freud’s thinking around the human condition and behavior, Wright shows us much of his inner world through symbols in the external world and the other characters in his wider life, that is, beyond his immediate family. â€Å"Black Boy† has many central themes including coming of age, rites of passage, violence, oppression, morals, values and loneliness to name a few. However, in this paper I am focusing on the theme of hunger, Wrights personal experiences of hunger, hunger on an emotional level, and educational level and a physical level. To quote: "Once again I knew hunger, biting hunger, hunger that made my body aimlessly restless, hunger that kept me on edge, that made my temper flare, hunger that made hate leap out of my heart like the dart of a serpents tongue, hunger that created in me odd cravings" (Wright. 119). Holding in mind the influence of Freud in Wrights accounts I am curious about the symbolism surrounding food and nurturance and the lack of food and nurturance. This leads me into a consideration of Wrights relationship with his mother and father. I am aware this paper is to focus on relationships beyond the immediate family but it is essential to offer some beginning to his early relationships in order to look at the meanings and

An analysis of the idea of measuring and reporting human capital in Essay

An analysis of the idea of measuring and reporting human capital in the balance sheet - Essay Example 77). Companies including human capital will improve the companies’ goodwill in the external and internal environment. The political economy of the firms will improve when the company illustrate its relationship with different skilled employees since the society will appreciate the move by the firm to treat its employees in the best ways possible since they are part of the society. The company that includes training of its employees in the financial reports creates better coexistence with the government thus increasing their good reputation and in return generate more profits since the government helps it in training and developing employees who are skilled to produce quality goods (Blair 1999, pg. 43). It is important for a company to include equity to portray it does not discriminate against the physically but skilled employees or recruits creates a better image that will shape the scope of the market stock prices. Gender equality will portray better correlation with the society, which is important in expanding their company on its improved goodwill (Wyatt & Frick 2010, pg. 213). The inclusion of human capital in a financial report is very beneficial to firms thus this essay shows the reason behind exclusion of such a beneficial factor in the financial reports of most companies. Financial reports are responsible to portray the company’s financial activities and the best way the company is able to allocate its resources. This information is important to the shareholders or investors, competitors and the society. The shareholders who invest money in the company should have the knowledge of the composition of the employees the company operates with to ensure they make justifiable judgments on the funds to invest (Sveiby 1997, pg. 137). If the company prove that, the employees are talented, innovative, skilled and self-motivated, the shareholders will invest more funds since they are sure the employees at hand will generate more profits making the

Stock market Essay Example | Topics and Well Written Essays - 750 words

Stock market - Essay Example The Stock Market A stock can be termed as a partial ownership of a company. The partial ownerships are called shares are offered to the public through the initial public offering for the first time. The stocks can then be sold and bought by the public at any time after the initial public offering. A person who owns as little as one share of a company is said to be a shareholder and has partial ownership of that particular company. Stocks are bought with the hope that they will appreciate in value thus the shareholder makes a profit. This is what has made the stock market to be very popular. When a company is doing well, the value of its stock appreciates in value and when it is not doing well, the value of its stock decreases (Furang 6). The stock market is one of the most profitable ventures in the world. Investors can buy shares of the companies of interest at a low price and sell them at a high price thus making profits. To do this successfully, the investor has to understand the company they are interested in completely. The issues of the company affect the value of the stock directly. As such, the investor is required to keep following up the happenings of the company to know the best time to purchase stocks of that company. Timing on the time to purchase the stock is important (Kettell 33). The value of stock can really appreciate over time; the little profits earned at any given time can be compounded over the months and years leading to higher profits. In fact, those interested in stocks should invest with the quest to compounding whatever they earn over the years. That is the best method of investing in stocks. Compounding interest from stocks for one or more decade can generate a lot of profits especially for the well performing companies. Looking at Apple Inc as an example, the value of its shares has increased by over four hundred percent in the last 18 years. An investor, who purchased Apple stocks worth one thousand dollars in 1995, has over four thousand worth currently (Pundit 1). There are some people who have been able to make the percent of their capital or more per year. They get their capital back in at most ten years at that rate. What they earn after that are just profits. There are some stocks that have appreciated even faster getting the capital back faster (Schabacker 42). Another reason that creates a lot of interest in stocks is diversification. An investor can purchase many stocks of different companies thereby spreading the risk. They are guaranteed of profits almost every month. When the stocks of some companies are performing poorly, others are performing well. The investor will benefit from the well performing stocks and can hold the poor performing stocks till they become profitable. Stocks at times may fluctuate below the buying price and then increase above the buying price after sometime. It is important for an investor to understand the fundamentals of the company and the historical price pattern to b enefit through this. These are also known as fundamental and technical analysis and have proven to be very effective over the years for investors who use them (Weir 98). While stocks are profitable, some people are not comfortable in investing in stocks. Stocks are affected by several things. Economic slow down can