Marketing Tecniques

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A Report on
TECHNIQUES OF MARKETING AND ITS IMPACT ON CONSUMERS

A report submitted in partial fulfilment of the requirements of BITS F112: Technical Report Writing

9 April 2012
Course Title: Technical Report Writing
Course Code:BITS F112
Instructor Name: Prof. Meenakshi Raman
Team Members:
Tata Rama Krishna – 2011A3PS031G
M S Suraj – 2011A3PS033G
Saurabh Kulkarni – 2011A3PS056G
Chaitanya Modak – 2011A3PS078G
Riya Ray – 2011A3PS089G
Vishwesh Rege – 2011A3PS098G

ACKNOWLEDGEMENTS
We would like to extend our heartfelt gratitude to our instructor Prof. Meenakshi Raman. We thank her for encouraging us to take up this study and giving us the opportunity to look into various marketing strategies and their impact on the minds of consumers. We would like to thank the students of BITS Pilani K.K. Birla Goa Campus for taking their time off to fill our online questionnaire. We remain grateful to those who have been instrumental in the successful compilation and presentation of this report.

Abstract
Our report titled “TECHNIQUES OF MARKETING AND ITS IMPACT ON CONSUMERS” studies various marketing techniques in use today and analyses their impact on consumers. The scope of the topic includes the diverse means of marketing products, for instance, through electronic and print media, product placements, event marketing, etc.Relevant examples have been included under each topic that has been discussed in the report. The report has been divided into various chapters in sequence in an attempt to make it reader-friendly. Chapter 1 and 2 explain briefly, the concept of marketing and its importance in today’s world. Chapter 3 throws light on classical marketing strategies, product management and latest trends in marketing. Ethical and legal issues related to marketing have been discussed in chapter 4. Chapter 5 analyses the impact of marketing on consumers through a case study and a survey, followed by a conclusion. Information for this report has been collected from various websites as well as through online questionnaires circulated among student circles of BITS Pilani, KK Birla Goa Campus. The responses have been carefully considered and analysed to draw a conclusion regarding the impact of marketing techniques on consumers.

CONTENTS
Acknowledgements3
Abstract4
1. Introduction 6 2. Importance of marketing7
3. Classical marketing strategies8
4.1. Product Management 8
4.2.1. Trademarks8
4.2.2. Logos9
4.2.3. Slogans10
4.2. Advertising 10
4.3. Event marketing14
4.4. Product placement 15 3.5. Public Relations17
3.6.1. Crowdsourcing 17 3.6.2. Niche Marketing18
3. Criticism of marketing techniques19
4.1. Legal issues20
4.2. Ethical issues21
4. Analysis on impact of advertisements on consumers22 5.3. Questionnaire22
5.4. Case Study24
5. Conclusion 25 Bibliography26
INTRODUCTION
Marketing is defined by the American Marketing Association as "the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large."In some ways, marketing is as old as civillization itself. The concept of marketing that we now see has more to do with developments during the industrial revolution of the 18th and 19th centuries. This was a period of rapid social change driven by technological and scientific...
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