Importance of Significant Budget Allocation for House Goods Inc

Question: Write about theImportance of Significant Budget Allocation for House Goods Inc. Answer: From the onset of the case study involving a meeting of HGIs marketing budget appropriation board, one of the main goals is to identify ways of increasing sales revenue in the coming year by 5 to 7 percent. As the CEO notes, smart marketing is vital in achieving sales growth as it represent the core objectives of any business which is providing a value proposition and readily availing it the end consumer at the right time of need. Despite Henry the Chief Marketing Officer presentation of facts concerning the shifting trend in marketing media platform and the exponential penetration of internet among consumers, the board remains unconvinced on the benefits of internet market to the companys objectives. We analyze the issues and evaluate solution action plans that can justify increased appropriation of resources towards internet marketing. Main issues identified with regard to adoption of increased internet marketing resource budget. It is clear that HGI does not fully utilize its resources across a wide range of promotional media as it only has a two percent budget on internet marketing. Reservation also arising from some board members include which range of product portfolios would benefit from internet marketing, the lack of measurable and actionable parameters that would be used when running internet campaigns as well as how to realign internet marketing with other forms of marketing such as promotional activities. Additionally, skepticism arises with regard to the reachability of internet marketing to target market especially in areas where internet has not yet penetrated and its overall impact on influencing the customer decision making process. Perhaps one of the most prevalent issue is the boards lack of understanding of internet marketing as a marketing tool and whether it is revolutionary market or evolutionary. In this case, such uncertainties are important consideration when venturing into any marketi ng mix strategy. Solutions that can be implemented to address the HGIs digital divide Increasing Revenue For an organization to attain its set objective of increasing revenue, the type of marketing mix strategies adopted are essential especially in the current of cutthroat market environment that demand competitive edge as well as sustainable strategies. While marketing remains as the most influential tool of developing and maintaining a companys market share, establishing an effective marketing mix is imperative in delivering the actionable information to the consumer from whom sales revenue is derived (Jain and Singh, 2002). Therefore, an integrated marketing mix involving various marketing channels at a companys disposal enhance the communication reach as well as the desired result of any marketing campaign: brand awareness, loyalty, customer acquisition and maintenance. Marketing, by characterization has changed in terms of scope. While in the past marketing revolved around the 4 Ps: Product, Pricing, placement and promotion, the current scope has increased to include People management, delivery and operational processes and Physical evidence of value extended to consumer. It has become hard to distinguish the product industry from the service industry as both elements are closely intertwined in delivering customer satisfaction, which is the ultimate derivative of the final consumer (Rafiq and Ahmed, 1995). Therefore, all these aspects need to be aligned during marketing and promotional activities in order to achieve optimum results. Measurability and accessibility of online marketing For HGI, like many other companies, resource allocation and Return on Investment activities are at the core of determining value creation from marketing activities. According to Hays et al., (2012), One way of measure the impact and success of social media is the number of feedback to a particular post, likes Hashtags and subscription to the advertisement wall post and also including a geographical track of the location from where the user is interacting. This can help HGI creating community forum that provide qualitative information feedback around a product all the while access innovative ideas for product development. Advertisement campaigns can take many media forms starting from online banners on other sites in which target market are deemed to visit, content marketing inclusive of links that direct the target consumer to actionable webpages; all of which, can be tracked from their point of origin. Such analytical capabilities become useful tools of tracking the resource usage as well as their effectiveness (Smyth and Lecoeuvre, 2015). Cost-per-click, Cost-per-action and Cost-per-thousand Impressions(CPM) are some of the way to evaluate how a campaigns resource are used thereby increasing accountability of funds. Response to Subscription newsletters can also provide qualitative information and also helpful in assessing the category of consumer decision-making process a customer falls on. Mobile text messages, provide access to every mobile phone holder irrespective of their market segment. While it is difficult to quantify its effectiveness, text messaging bringing in a personalization effect that makes a customer feel valued. Additionally, a qualitative research is made possible with real-time response and covering a wider geographical area with ease, thus increasing time value in terms of decision-making process. With all this measurable features included, it is up to the company to derive those measurable features that would best relate marketing resource to return on Investment while the rest serve as anchors to developing innovative value addition to product delivery chain. However, the interplay of the various marketing platform in communicating a message ultimately determines the effec tiveness of a marketing campaign strategy. Recommendation for HGI marketing Issue: Integrated marketing mix Currently the market domain is represented by an influx of promotional channels that require understanding of cross channel effects that each channel utilized, has on another. online and traditional promotional activities are dramatically increasing sales as they work together to maximize marketing campaign exposure to their market audience (Dinner, Van Heerde and Neslin., 2014). The unprecedented and exponential growth of internet activity and reliance can therefore not be ignored especially in the advent of social media platforms. Social media. The widespread increase of online purchase channels coupled with a variety of competing marketing outlets offline such as television, print and radio, offer a myriad of opportunities to a HGIs product portfolio performance. Opportunities range from enhancing Customer Relationship Management, promoting Corporate Social Responsibility, transparency and promotional activities. Yet firms face a complex problem in terms of developing a balanced m arketing budget that would maximize on communication with target audience. Zhang et.al. (2010) notes that the developing performance metrics that consider characteristic nature of each marketing channel and their cross-effect on the diversity of channels implemented. With more consumers relying more on internet, it is essential for HGI to allocate more resource on internet marketing to fully realize the benefits of cross-effect impact of promotional activities which are diverse in nature. Benefits of online marketing and its complimentary value addition to HGI marketing Internet marketing provides a number of avenues that can serve a company by increasing value in its overall product offering. For instance, Social media platforms such as Facebook and twitter, have the capacity to become powerful customer service and awareness tools that deliver information in real time. Secondly internet media also allows for real-time interaction with consumer groups that can be helpful in product research and innovation(Grnroos, 2004). Social media platforms are revolutionary in the aspect that they have merge visual, audio and textual content into one agent that enhances clarity in information distribution as well as value addition of the message being broadcasted. Unlike traditional media and television, information is retrievable and impervious to destruction (Kirti? and Karahan, 2011). HGIs usage of this channels also allow consumers participate in developing marketing content by sharing their intimate experiences with the company products, that have the capab ility of going viral and reaching an unprecedented number of people. The dynamic nature of internet platform coupled with the analytical data derived from internet providers and search engines creates that develops actionable intelligence information on customer segments and their behaviors (Kirti? and Karahan, 2011;Dibb, Simkin, Pride and Ferrell, 2005). For HGI, qualitative feedback could also assist in establishing which of their product ranges could be marketed through e-stores and create buzz around new product being launched in the market. According to Deliotte (2010), digital multi-channels such as mobile messaging, email, web sites, social media along with predictive analytics, create a holistic customer experience that take s on endless product journeys, that lead to long customer lifetime value, profit growth and in turn increase shareholders value(Zhang,Dixit and Friedmann,, 2010). Integrated marketing mix is seen where a specific message is communicated by multiple channel with which are planned with respect to customer behavioral trends to maximize on exposure of the message. The information communication is interlinked across all marketing platform that is ideally meant to lead the interested target market to take action of seeking further information (Broderick and Pickton, 2001). For example, a HGIs television campaign advert could offer discounts and price coupons and gifts to target consumers who are subscribed to various internet media sites or promote a product on their social media platforms. Upon respon se to the call to action, customers find links, and additional information to company website, online community forums and checkout trolleys along with information on where to physically but the products. The same content could be also used in printing media as in television and webpage. These could allow HGI to plan for automated communication at the specific time a target customer accesses the online media. Conclusion With the diversity of online marketing platforms coupled with traditional electronic media, the ability to increase market share performance are a likely eventuality. HGI stands to benefit from a balanced resource allocation across all its utilized marketing channels, including the internet. The benefits of adopting internet market spread far beyond the marketing its value proposition as it also creates new avenues of market research and innovation that delivered in real-time and allow a fast-paced decision-making process. The application of social media platform and other online media not only compliment traditional media but also provides actionable inform that could speed up the customer decision-making process from awareness to purchase. Penetration of digital media such as mobile phone can be used to reach far wide market regions including remote and rural areas. Reference Dinner, I.M., Van Heerde, H.J. and Neslin, S.A., 2014. Driving online and offline sales: The cross-channel effects of traditional, online display, and paid search advertising. Journal of Marketing Research, 51(5), pp.527-545 Smyth, H. and Lecoeuvre, L., 2015. Differences in decision-making criteria towards the return on marketing investment: A project business perspective. International Journal of Project Management, 33(1), pp.29-40. Hays, S., Page, S.J. and Buhalis, D., 2013. Social media as a destination marketing tool: its use by national tourism organisations. Current issues in Tourism, 16(3), pp.211-239. Zhang, J., Farris, P.W., Irvin, J.W., Kushwaha, T., Steenburgh, T.J. and Weitz, B.A., 2010. Crafting integrated multichannel retailing strategies. Journal of Interactive Marketing, 24(2), pp.168-180. Jain, D. and Singh, S.S., 2002. Customer lifetime value research in marketing: A review and future directions. Journal of interactive marketing, 16(2), pp.34-46. Kirti?, A.K. and Karahan, F., 2011. To be or not to be in social media arena as the most cost-efficient marketing strategy after the global recession. Procedia-Social and Behavioral Sciences, 24, pp.260-268. Broderick, A. and Pickton, D., 2001. Integrated marketing communications. Financial Times Prentice Hall. Deloitte, 2010. Briging The Digital Divide:, s.l.: Deloitte. Dibb, S., Simkin, L., Pride, W.M. and Ferrell, O.C., 2005. Marketing: Concepts and strategies (p. 850). Houghton Mifflin. Rafiq, M. and Ahmed, P.K., 1995. Using the 7Ps as a generic marketing mix: an exploratory survey of UK and European marketing academics. marketing intelligence planning, 13(9), pp.4-15. Grnroos, C., 2004. The relationship marketing process: communication, interaction, dialogue, value. Journal of business industrial marketing, 19(2), pp.99-113. Zhang, J.Q., Dixit, A. and Friedmann, R., 2010. Customer loyalty and lifetime value: an empirical investigation of consumer packaged goods. Journal of Marketing Theory and Practice, 18(2), pp.127-140.

Charlie Chaplin free essay sample

During the time, Jazz was starting to be played, and the radio had been invented. Also, silent movies were being created. One person that was creating fantastic silent movies was Charlie Chaplin. Charlie Chaplin is an actor, producer, and director that has changed the way of movie production through his challenging ideas and use of interesting angles. Chaplins ideas were very interesting and gained many viewers from around the globe. But in order to get there, he had to work hard, and deal with plenty of problems that got on his way. Thus, Chaplin is an outgoing actor, director, and producer who was fearless in his filmmaking; he impacted history because he changed the ways of filmmaking through his creative and edgy ideas. Charles Chaplin’s entrance into acting was made difficult due to Mack Sennett, although the amount of money offered was a perk. It all started in 1908, when Prosperous Karno gave Charlie an audition for physical comedy. We will write a custom essay sample on Charlie Chaplin or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Karno taught Charles everything he needed to know about physical comedy (Coletta). By 1910, Charles was working for Karno as a comedian making $75 a week. While Charles was on his second tour in 1912, Mack Sennett liked his performance, and offered Charles a one year contract of $150 a week. He happily accepted the offer knowing he was going to make double the money (Giannetti 81). After a couple of days, Charles realized that he had made a horrible mistake signing that contract. â€Å"Sennett dissipated one’s personality I knew that nothing transcended personality† says Charles (Giannetti 82). Mack Sennett’s directorial style was hard for Charles to deal with because to an actor personality was everything, but to Sennett, an actor’s personality was nothing to him. So, Charles convinced Sennett to let him direct and edit his own movies. It took a while, but eventually Sennett was convinced. Charles created an original character named the Tramp, â€Å"an accident-prone do-gooder, at once innocent and jauntily swinging his trademark cane as he defied the auguries of a hostile world. The Little Tramp made his first brief appearance in ‘Kid Auto Races at Venice’(Coletta). † It was a big success; people loved Charles’s movies. Chaplin’s self-directed films were so popular that in 1915, Essanay Studios offered Chaplin a one year contract at $1250 a week. He accepted this offer and began to work a tremendous amount. â€Å"In his year at Essanay he produced fifteen films, most of them two-reelers† (Giannetti 84). In 1916, â€Å"Chaplin signed a one-year contract with Mutual. He was now the most popular box office attraction in the world, commanding a salary of $10,000 a week, plus a bonus of $150,000. † During the year with Mutual, He created â€Å"Easy Street† and â€Å"The Immigrant† (Giannetti 85). Charles was beginning to get noticed by huge movie industries that in 1917, he signed a contract with the â€Å"First National Films† and was paid $1 million. With First National, Charlie had his own studio constructed, making subsequent movies (Giannetti 87-88). By then, he was already one of the biggest stars in the movie industry thanks to the tramp. Charles made many popular films during the 20th century. One of his first famous films is â€Å"The Gold Rush† in 1925. â€Å"The Gold Rush† was his highlights of his career. â€Å"It featured the Tramp in a complete film, portraying his adventures as a gold prospector in Alaska. New York Times referred [this film] as the outstanding gem of all Chaplin’s picture’s. †Critics believed it to be one of the funniest and saddest film of all comedies (â€Å"Chaplin produces his masterpiece The Gold Rush, June 26, 1925†). This was a big success because the Tramp(which everyone loves) was featured in a full movie, other than just episodes. His other masterpiece was â€Å"The City Lights† made in 1931. It was a] beautifully lyrical, depression tale about the tramp’s friendship with a drunken millionaire and a blind flower girl [which was considered by many critics the] greatest piece of acting and the highest moment in the movies (â€Å"Charles Spencer Chaplin†). † By the given information, Charles is doing an excellent job in the movie industry because of his acting and humorous scripts. In 1940, Charles finally made his first film with sound called â€Å"The Great Dictator† (Coletta). This film was his last masterpiece until his political views stir trouble. It stirred trouble because of a film that he released entitled, â€Å"Monsieur Verdoux† (â€Å"Charles Spencer Chaplin†). Chaplin used his films to communicate his political ideas. For example, â€Å"Chaplin always hated dictatorship, which made him politically suspect during the early days of the Cold War. This was compounded when he released the film, ‘Monsieur Verdoux. ’ [which was made in 1947] † This film had mass murder and capitalistic exploitation. Many of the viewers found this film to be disturbing due to the murdering of women (â€Å"Charles Spencer Chaplin†). That same year, he was a victim of a damaging paternity suit brought by starlet Joan Barry. Thus, â€Å"In a bizarre judgement, based on a forensic evidence, the court found in his favor but nonetheless ordered him to pay child support, and that year he received a subpoena from the HUAC, beginning the political victimization that finally drove him from America† (Coletta). Chaplin was not allowed to reenter the United States because he was not an American Citizen; he was a British Citizen (Georgakas). Therefore, he settled in Switzerland with his new wife, Oona, and raised 8 children. He stayed in Switzerland because he was disgusted with the United States that they did not let him re enter the country. 20 years later, Charles was invited back to recieve a special Oscar at the Academy Awards (Giannetti 98). In 1977, Christmas morning, Charles died in his sleep at age 88. His body was buried in Switzerland (Giannetti 98). Overall, Chaplin’s personal Charles had a huge impact on the movie industries. For example, â€Å"Chaplin’s influence on other comic artists has been enormous, not only in the American cinema, with such gifted comedians from Harry Langdon to Woody Allen, but also in Europe and elsewhere. In Italy, Federico fellini and Vittorio De Sica both admitted a major indebtedness, and in France, Rene Clair, Jean Vigo, and Francois Truffaut were obviously influenced by Chaplin’s bitter-sweet comedy (Giannetti 98). †The Tramp was the most inspiring idea due to that fact that it was an original character created by Charles. That saying, Charles made history, and helped many directors and actors. For example, â€Å"Some of the finest comic actors have been described as ‘Chaplinesque,’ including Giulietta Masina, Jean-Pierre Leaud, and Giancarlo Giannini. In his famous essay, â€Å"Comedy’s Greatest Era,† perhaps James Agee best summed up Chaplin’s achievement (Giannetti 99). † He explained some of Charlie’s best work, and how Charlie became famous. Last, in 1992, a film about Charless life entitled â€Å"Chaplin† was released to the public, showing them from his start, to his end (â€Å"Charles Spencer Chaplin†). In conclusion, Chaplin’s impact can be characterized by his impact on the movie industry and production. As shown, Chaplin is an outgoing actor, director, and producer who was fearless in his filmmaking; he impacted history by changing the ways of filmmaking through his creative and edgy ideas. As shown, Charles Chaplin was a fantastic actor that had to take many rough courses to finally get to where he wanted to be. He did indeed succeed on getting popular, and even changing the ways of acting and producing. Charles made a huge impact to many of the famous actors and producers of the 1900’s. As of right now, technology has extremely advanced, and left some of Charlie’s strategies behind, but he will always be known to be one of the famous actors to successfully succeed, and create history. Charlie Chaplin free essay sample They were shown with piano or organ accompaniment, sound effects, and subtitles. Comedy was the most popular type of movies during this time of films. The humor in these films were very slapstick-meaning people thought it was funny when someone fell on a banana peel or got a custard pie in the face. Buster Keating, Laurel Hardy, and Charlie Chaplin were some famous comedians. Many Canadians regularly attended one of the 900 movie theaters across Canada. Mary Pickoffs was a famous actress in the sass.Mary Pickoffs was a legendary silent film actress and was known as Americas sweetheart. She was a founder of United Artists and helped establish the Academy. Mary Pickoffs was born on April 8, 1892, in Toronto. In 1909, she appeared in 40 movies for D. W. Griffith American Biography company. She also worked as a producer and co-founded United Artists, with Charlie Chaplin, and Douglas Fairbanks, Sir. , who would become her second husband. We will write a custom essay sample on Charlie Chaplin or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Pickoffs retired from the screen In 1933 but continued to produce.She died In 1979. Sports Canadian sport In the sass was booming. People followed famous players Like Babe Ruth In baseball, Bobby Jones In golf and Howe Moreno In hockey. Medal really helped sports In Canada. Newspapers remoter all sporting events and magazines such as Manacles used sports articles. Radio and film started to use sports too. Baseball was the most popular summer sport In Canada. Every community had a baseball diamond and a team. The National Hockey League was established In 1917. There were only 5 teams, two In Montreal, one In Toronto, one In Ottawa and one In Quebec City. Professional hockey was becoming popular south of the border, but most hockey players were still Canadian. Music and Dancing Jazz was the music of the sass. Arlington with musicians In New Orleans. This style of music spread across the united States and North Canada. Some of the famous Jazz musicians were Louis Armstrong, Jelly Roll Morton, and Duke Longtime. Jazz music evolved through the decade. Soon there were genres of the music Like the blues and swing.Jazz music encouraged daring and energetic dances one of the most popular dances was called the Charleston. The Image above Is some people doing the Charleston. Entertainment In The sass By bioinformatics Entertainment in the sass By Joshua Abandons from the screen in 1933 but continued to produce. She died in 1979. Canadian sport in the sass was booming. People followed famous players like Babe Ruth in baseball, Bobby Jones in golf and Howe Moreno in hockey. Media really helped sports in Canada. Newspapers sport in Canada.Every community had a baseball diamond and a team. The National Hockey League was established in 1917. There were only 5 teams, two in Montreal, one in Toronto, one in Ottawa and one in Quebec City. Professional hockey was Jazz was the music of the sass. Originating with musicians in New Orleans. This style of music spread across the United States and North Canada. Some of the Jazz music evolved through the decade. Soon there were genres of the music like the of the most popular dances was called the Charleston.

Video Transmission Via Satellite Essays - Satellite Broadcasting

Video Transmission Via Satellite Video Transmission via Satellite Abstract Direct Broadcast satellite (DBS) delivers hundreds of TV channels to millions of people around the world. Satellite owners buy slots in space and lease assigned transponder frequencies to service providers. In this paper, I briefly introduce the history and development of DBS, the major vendors of the products, and overall market situation. In order to illustrate why DBS is such a popular technology, I also give out the comparison between DBS and the traditional cable TV. Both of them have advantages and disadvantages. But the competitive advantages of DBS will make it attract more subscribers thus gain larger market share in the future. 1. The History About Satellite TV The Beginning Most network and cable programs are transmitted on a series of C-band satellites and some Ku-band satellites. These two types of satellites use different frequencies much as VHF and UHF broadcast TV use different frequencies. Communications satellites were originally designed for commercial purposes for sending telephone, radio, TV, and other signals across the country and around the world for retransmission to businesses and homes by local telephone companies, TV stations, or cable companies. Enterprising individuals soon learned to build satellite dish receivers to pick up these signals at their own home, and begin making and selling these systems to homeowners around the country, thus beginning the era of home satellite TV. During the 1980's and early 1990's, several million of these C-band systems were sold with dishes generally around the 10' diameter size. One of the early pioneers in the C-band business was Charlie Ergan who founded Echosphere Corporation. Modern Times As home satellite systems became more popular, programmers such as HBO and others realized that they could not continue to give away their programs free to millions of home dish owners. A scrambling system was then developed so their signals were no longer broadcast in the clear for everyone with a dish to pick up without any payment to the program developers. The subscribers were addressable, so that the programmer could turn channels on and off by a code sent over the satellite signal, depending on what channel was paid for by the owner. A few channels were broadcasted on the higher frequency Ku-band satellites, and some hybrid C/Ku-band systems were sold, but Ku reception never became very popular due to the difficulties in receiving the Ku channels and to the lack of sufficient programming on these satellites. In the early 1990's four large cable companies launched a Direct Broadcast Satellite, or DBS system called Primestar using an existing medium power Ku-band satellite and a 36 dish. In 1994, the GM Hughes DirecTV system was launched using a newly designed high power Ku-band satellite and an 18 dish. These systems provided great pictures and stereo sound on 150-200 video and audio channels, and the small dish era began in a serious way. Two years later, the EchoStar Dish Network system was launched. A forth DBS system, Alphastar, attempted to get started but eventually went out of business. Since the beginning of the DirecTV satellite system in 1994, sales of these small dish systems has exploded, making this the most successful introduction of new technology ever. With the launch of a Direct Broadcast Satellite (DBS) system from EchoStar, and the continuing success of the DirecTV system, as well as the cable-owned Primestar system (now bought out by DirecTV), the choices can look bewildering. Across America, more than one of every 20 homes has a satellite dish. Several states now boast satellite television penetration figures exceeding 10% of all TV households, with one state, Montana, having dishes in more than one out of every six homes. This explosion in the popularity of direct-to-home (DTH) satellite technology may surprise many casual observers since many Americans (and most of the media) have only learned about satellite TV in the last two years. Indeed, DBS represents the most successful consumer product introduction in history, easily outperforming CE stalwarts like the color TV, VCR and CD player. The industry survived not only because it has a good product but also because many of those early pioneers simply wouldn't let the dream slip away. Those pioneers, carrying the scars of their battle, are now leading this industry into the digital