Marketing Research Paper Essay Example | Topics and Well Written Essays - 1000 words

Marketing Research Paper - Essay Example The answer lies in the cultural sensitivity of coke on how it position its product to its market at a given time and cultural context. To illustrate, we are going to take the old coke commercial at; http://www.youtube.com/watch?v=tQ0FRW1W3yA&feature=related. At a first glance, the commercial seems banal and corny which is typical of old commercials. It may even seem meaningless because all it has are just singing of scantily clad woman and sets of men. But if we observe closely on its message, this is where coke’s cultural sensitivity lies that made it appealing to all ages. Its value proposition was â€Å"value† with coke being â€Å"big† that every time the consumers in that era buy coke, they get more because coke got â€Å"big†. Their enticement was basically consumers get more with the same price and taste and this is aligned with the cultural preference of people towards value during that time. If the same message will be used today as a value propos ition to push coke in the market, it will surely fail because the preference of the market is different. In those times, people were not yet conscious of the sugar content of coke that could make an individual fat by drinking it excessively. In those times, coke is a delicious soda drink only that the purchasing power of the consumers are not yet as powerful compared today because it was the time of early industrial era where people does not earn much. So, value mattered to them for a delicious drink and health does not yet matter. Thus, coke attacked the cultural vulnerability of its consumers to position itself to its prospective market. Now let us move fast forward and observe its new commercial coke zero at this link http://www.youtube.com/watch?v=_BxDcn3Jw0c. The commercial’s pathos, or emotional persuasion, albeit lacking in ethos or logic, is very powerful because it appeals to the prevailing social desirables such as sexiness, being cool, in addition to its great tast e without the sugar. We can also observe that the new social desirables already changed especially with the necessity of being with a special â€Å"someone†. Coke managed to fill the modern age emotional vacuity by associating itself with an attractive girl who is helplessly attracted to a guy who prefers coke zero. Albeit the approach lacks logic or ethos, coke knew that the audience will overlook it in lieu of the stronger rhetoric of its pathos. Another strong case for capitalizing on the cultural context of a given society is its need to look good in order to become socially acceptable and desirable. Virginia Slims cigarette appeals to this cultural need to be beautiful and advertizes its product as a panacea that could fill that need. Virginia Slims cigarette may not explicitly state this in their advertisements but the use of attractive women who are beautiful by the standard of western society exudes the rhetoric of aesthetic appeal that is connected to filling a need for pathos or emotional fulfillment. The cigarette maker knows that in western culture, particularly America, being loved or desired has the pre-requisite of being physically beautiful in order to attract men. Such, it capitalizes on using women’s image as models which are considered to be beautiful during its particular era that† act as archetypes of beauty and confidence, but also set a standard for such traits, which most women feel

General Environmental Analysis Essay -- Essays Papers

General Environmental Analysis The airline industry is very stable and unlikely to change in the near future. There are many reasons for this. Air travel continues to grow and will continue in this fashion as long as the economy stays in an upward trend. US domestic air traffic grew 2.3% in 1998 and 3.5% in the first six months of 1999 according to Air Transportation Association. The percentage of flyers has increased an average of 2% each year and the percentage of people who have ever flown before increased from 73% in 1993 to 81% in 1997. (Airport Transport Association, Internet). The top three reasons that people fly are business trips (47%), visiting relatives (38%) and going on vacation (13%). Most airline revenues are gained from the fares they charge these passengers, but they also earn ancillary revenues from transporting mail, shipping freight, selling in-flight services and from serving alcoholic beverages (Airport Transportation Association, Internet). The primary target market of airline passengers today is the business traveler because business trips account for the majority (47% ) of airline flights. Though this percentage of business trips is slowly declining, the actual number of business travelers is increasing. The business traveler fits the description of the average airline passenger of being male, between the ages of 35 and 54, having a household of $60,000 or more and lives in the western region of the country (Airport Transportation Association, Internet). The business traveler tends to be very price inelastic in terms of plane fares and as a result, airlines provide benefits to them such as priority check-in, expedited baggage handling, frequent flier miles and in-flight cell phones to business people to entice them to fly with their carrier. The other segment of the airline market is that of leisure travelers. These passengers tend to be extremely price sensitive which is exactly opposite the business traveler. As a result, airlines must find ways to beat competitors in terms of prices. Because the leisure traveler is not loyal to any one carrier, price becomes the determining factor in deciding which carrier to fly on. Again just opposite of the business traveler, the number of leisure fliers has decreased while the number of trips has increased. While the industry seems to be doing extremely... ...y another airline and using it through a larger airline may be a smart move. Some amount of capital should be devoted to improving technology because it is, in a sense, the power of the future. Bibliography Air Transport Association. â€Å"Air travel Survey.† Online. MSN.com. Internet. 12 Nov. 2000. Available: www.londecon.co.uk/pubs/comp/crb8.htm. Carey, Susan et.al. â€Å"AMR, Northwest talks turn serious as pressure rises for decision on merger†. Wall Street Journal. July 12, 2000. Competition Bulletin 8. Online. MSN.com. Internet. 9 Nov.2000. Available: www.activemedia-guide.com/airindustry.htm. â€Å"Four leading airlines launch global alliance,†Transportation and Distribution, Cleveland, OH, August 2000. Mooreman, Robert W. â€Å"United turns to academics to show alliances aid consumers.† Aviation Week and Space Technology. New York. Oct.2,2000. Travel Agent. â€Å"Forecast for the Future: Airlines.† Online. Yahoo.com. Internet. 12 Nov.2000. Available: www.finarticles.com/cf_1/mOVOU/2-298/59013812/p2/article.jhtml. US Business Reporter. â€Å"Airline Industry Profile.† Online. Yahoo.com. Internet. 12 Nov. 2000. Available: www.air-transport.org/public/industry/23.asp.

Ethical Dilemma with the End of Life Decisions Essay

In the advent of technology and biomedical advancements in the twentieth century, modern medicine is able to prolong the life of a patient. This dramatic improvement has raised appreciation as well as criticisms in and outside of the medical community. This is because of the important questions that come in about the end-of-life decisions. This is about who really is empowered to make the decisions regarding life, and which quality of life factors should really be considered with these end of life decisions. With technology, the medical world is come up with life support systems which literally â€Å"supports† life even those who are already dying. Because of this, ethical issues regarding when and who will decide on who pulls the plug came up. There are debates on who really has a say to stop the life from these patients. Some say the decision lies on the hands of the doctors, as they are the ones who can perceive whether or not a person still has a chance to survive. Some say the decision depends on the family members and loved ones of the patients, since it is up to them if they want to lessen the patient’s suffering. This goes in line with the concept of Euthanasia or â€Å"mercy killing† which aims to lessen the suffering of the dying patient. There are however several ethical questions which euthanasia has to answer, as it diverts from what the medical community stands for: to prolong and improve the quality of life of a patient. However, we still lack of the comprehensive bioethical rules and laws regarding these end of life decisions, that’s why doctors, as well as relatives and loved ones doesn’t know when it is the time to let go of the patient and literally â€Å"pull the plug†. If the patient however understands the situation he or she is in, he can aid the decision making process of ending his life by creating a will that appoints a relative or friend to carry out what he wishes.

Macbeth’s inner turmoil

Machete's inner turmoil, highlighting his uncertainties, regarding the act of regicide, are prevalent throughout the play. The character who once was seen as a noble man to the king eventually becomes his murderer. Machete's inner turmoil is revealed in scene four for the first time when he soliloquies, â€Å"†¦ The eye wink at the hand; yet let that be which the eye fears when it is done, to see. † Macbeth at this point is already contemplating the act of regicide.Act one scene seven Is perhaps the most Important scene highlighting Machete's Inner turmoil before he commits the unthinkable crime of regicide. The soliloquy accentuates his unwillingness to perform the crime. However it also reflects Machete's power hungry motives and overly ambitious personality. This soliloquy proves his inner turmoil about the fact that,† if the assassination could trammel up the consequences and catch, with his surcease, success; that but this blow might be the be-all and the end-a ll†¦ Ere, but here upon this bank and shoal of time, we'd Jump to the life to come. † Proving his fear of consequence not only In this life but In the life hereafter. His fear of murdering the king while he possesses his â€Å"double trust† reinforces the rower struggle between good and evil within Macbeth. The Idea of upsetting the whole of Scotland also frightens Macbeth and the fact that Duncan Is a virtuous well-liked King would make the crime seem even more horrendous.The fact that Macbeth admits ambition, which overlaps itself and falls on other's† reinforces the idea that although he is contemplating the act of regicide he is fully aware of the consequences he will have to bear. The â€Å"dagger of the mind† Is a clear Indication and foreshadow of the guilt he Is experiencing by simply fantasizing about killing the king and the guilt he will experience after he has committed the crime. Macbeth decision that he â€Å"will proceed no further in t his business† indicated his virtuous morals.Macbeth after the murder, Is scared at even the slightest sound this reinforces his guilty conscious and his utter regret â€Å"this sorry sight. † He also confesses his incapability of saying,† ‘Amen' when they did say ‘God bless us. ‘† as he has now realized that he has completely handed himself over the evil. Macbeth proves to be both a good virtuous man and a cold blooded murderer, tragic hero over the brink of no return.