Both the service category of flights and the commodity-like natural of breakfast cereal both have a common foundation in having to communicate with customers over the channels their prospects most want to use. Increasingly, customers of services and products both are relying on social media more than ever, due to the authenticity, transparency and trust level they see in how their peers rate and value products (Bernoff, Li, 2008)
Promotional Strategies of Airlines By nature, airlines are a transportation service, one that is oriented towards both the causal pleasure traveler and the more frequent business traveler. There is today a vast difference in how airlines approach their promotional strategies (Hvass, Munar, 2012) with many incouding United Airlines choosing to ignore the customer even if they loudly ask for service over social media channels (Bernoff, Li, 2008)
airline to never file for bankruptcy or seek a federal handout or relief of any kind. Many experts in the airline industry credit these accomplishments with how strong their customer loyalty is for this airline brand, and customers have been known to drive to other cities to just fly to their final destinations on a Southwest flight (Li, Green, 2011)
The factors most critical to someone purchasing a seat on an airline flight, which is a service by definition, are significantly different than the criterion used in evaluating and purchasing breakfast cereals. Yet both share the need to educate customers of their benefits, and most importantly, what kind of customer experience each delivers (Palmer, 2010)
In addition, the way customers purchase airline flights are markedly different than how they purchase breakfast cereal. For any promotional strategy to be effective they must take into account differences in hwo customers choose to learn and purchase new products (Shum, 2004)
The traditional role of promotional strategies dictates that service-based businesses seek to generate awareness and interest in their service, prompting the business and leisure traveler to choose their airline for travel. The promotional strategies of airlines in the past concentrated on the safety, stability and luxury of their jets (Sin, Chellappa, Siddarth, 2012)
Starbucks has to produce good quality products so that customers may come back. If customers are satisfied, they tend to bring in more customers and vice versa (Lamb, Hair & McDaniel, 2012)
They emphasize on how much the market is willing to part with in exchange for their products. Therefore, their optimum strategy of pricing is based on establishing the balance between the price and the prices that customers intend to pay for the product (Gitman & McDaniel, 2009)
Therefore, overpricing and under pricing can be beneficial and risky at the same time. When making decisions on marketing strategies and tactics, Starbucks must take into consideration prices quoted by other players and make changes accordingly (Haberer, 2010)
Dr. Aaker mentions Cirque du Soleil as an entertainment business that successfully synchronizes its marketing mix to achieve brand awareness, generate customer loyalty, and over time earn brand equity (Aaker, 2012)
Marketing Mix Analysis Analysis of the Relationship Between the Marketing Mix and Brand Equity in the High Technology Industry Brand equity is earned over years and for many companies, decades of consistent execution and the continual exceeding of customers' expectations. The paradox of brand equity is that it is elegantly simple theoretically on the one hand and extremely difficult to consistently maintain by managing the marketing mix on the other (Aremu, Bamiduro, 2012)
Price All SaaS-based software vendors are using price today as a core part of their unique value proposition, as each can claim that their applications are pay-as-you go in addition to supporting operating expense (OPEC) payments from customers (Katzmarzik, 2011). This is in contrast to traditional enterprise software which is predicated on extensive capital expense (CAPEX) budgeting and costs which often drive sales cycles to months or years (Friedman, Friedman, 1987)
Aaker mentions Cirque du Soleil as an entertainment business that successfully synchronizes its marketing mix to achieve brand awareness, generate customer loyalty, and over time earn brand equity (Aaker, 2012). In high technology companies in general and in software companies specifically, current customer experiences successfully delivered set the foundation for the next generation of products, as designers and developers seek to build on successful product designs and experiences (Ghose, 2009)
Analysis of How the Marketing Mix Drives Brand Equity In the High Technology Industry Known for exceptionally rapid product lifecycles and a heavy reliance on services to gain incremental revenue relative to traditionally thin revenue on hardware products, the high technology industry is increasingly becoming software-based. This transition to software-based products in high technology products continues to be accelerated by widespread adoption of cloud computing and Software-as-a-Service (SaaS), which many marketers are successfully differentiating their software applications on (Katzmarzik, 2011)
The paradox of brand equity is that it is elegantly simple theoretically on the one hand and extremely difficult to consistently maintain by managing the marketing mix on the other (Aremu, Bamiduro, 2012). This makes the measurement of brand equity Return on Investment (ROI) over time a challenge for organizations who don't view their marketing mix as connected to brand awareness and equity over the long-term (Joseph, 2009)
Aaker has observed that when all four elements of the marketing mix are synchronized to the given preferences and needs of a market, they fuel the optimal level of brand awareness, contributions to brand image that in turn delivers the greatest brand equity levels possible (Aaker, 2012). In the study an Examination of Selected Marketing Mix Elements and Brand Equity (Yoo, Donthu, Lee, 2000) the authors provide hierarchical analysis that shows the contributions of each of the 4 Ps to both brand awareness and brand image leading to brand equity
Loss of mobility can be even more devastating than loss of sight or hearing. And while a psychiatrist who works with nursing home patients reported that she has been successful at helping some adjust psychologically to their physical decline, she has not been able to help others…Elderly persons who break a hip rarely live more than six months afterward…because of the physical trauma that results from a hip break, but also because of the psychological trauma that ensues from losing mobility" (Arehart-Treichel, 2001)
Erikson wrote that the essential conflict of maturity is one of "integrity vs. despair: as an adult reaches the end of her life, she looks back at what she has or hasn't accomplished, and feels a deep sense of fulfillment or at least an acceptance of the life she has lived (out of which will come wisdom), or alternatively, she descends into anguish or despair at having not lived a full and vital existence" (Armstrong 2007)
One problem with finding funding and support for therapy amongst the elderly is that not all studies have shown therapeutic intervention to be cost-effective in terms of showing demonstrable improvement: In a 2007 study of depressed elderly patients: "Cost-effectiveness planes indicated that there was much uncertainty around the cost-effectiveness ratios. CONCLUSIONS: Based on these results, provision of IPT [interpersonal psychotherapy] in primary care to elderly depressed patients was not cost-effective in comparison to CAU [care as usual]" (Bosmand 2007)
Even patients with dementia can show significant improvement upon receiving appropriate psychotherapy. While "people with dementia more often than not have impairments in language function and are therefore considered unsuitable" candidates, psychodynamic therapy, while not improving the patient's condition, did result in a "subjective benefit for both patients and care-givers" (Junaid & Hegde 2007, p