Essay on Marketing and Consumer PsychologyEssay Writing Service

Essay on Marketing and Consumer PsychologyEssay Writing Service Essay on Marketing and Consumer Psychology Essay on Marketing and Consumer PsychologyDiscussion 1: Priming and Consumer BehaviorPriming is the effect of the impact of the foregoing information on the subsequent without active human intervention or, in other words, the activation of specific associations in memory. Using priming effects in groceries marketing is based on creating the impression of freshness and naturalness of products starting from the entry into the store. Thus, in Martin Lindstrom’s (2011) example with Whole Foods, the owners placed fresh flowers and vegetables at the entrance to the supermarket in order to make the primary impression of goods quality in the store as a whole. Having seen definitely fresh foods at the entrance, people transfer the feeling of freshness to the rest of products in the sales area. The use of symbols of purity like water drops and ice contribute to the overall effect, as well as the color associations, which we will further discuss in more detail.Indeed, using colors with c ertain symbols and color combinations to create a certain image is applied effectively today to attract the attention of consumers in both the design of retail areas, packages of goods and means of in-store advertising, and display of goods. Studies show that colors appeal to people’s senses rather than logic: 80% of light and color is perceived by the nervous system and only 20% by vision (Haugtvedt et al., 2008, p. 361). Thus, influence of color on consumer choice can be illustrated by the following experiment (cited in Haugtvedt et al., 2008, p. 367-68). Housewives were given four cups of coffee to taste standing next to the boxes of brown, blue, red and yellow color. Coffee was the same in all the cups, but tasters did not know that. Results showed that 75% of participants noted that the coffee standing next to the brown box, in their opinion, was too strong. About 85% of the subjects found the coffee standing next to the red box most fragrant and tasty. Almost all claime d that the coffee standing next to the blue box was mild, and the one that stood next to the yellow box was weak.In particular, Whole Foods actively uses green as the color of nature and harmony because its light hues directly symbolize freshness, as well as meet the desires of buyers to compensate for the lack of vitamins, fresh fruits and vegetables. Banana growers use a similar mechanism in the example cited by Lindstrom (2011). In general, we can conclude that food marketing becomes more successful with proper use of the color pallet which eventually becomes the corporate identity and causes persistent associations based on previous experience.Discussion 2: Personal BrandingIn the information age recommendations on creating a brand become important not only for material goods, but also for individuals. With respect to the personality, brand can be defined as a stable set of associations, the image formed in the perception of the surrounding people. It is worth saying that the de finition of personal brand, in general, does not differ from the definition of product brand. For example, Chanel perfume is associated with aristocracy, refinement, high price, and personality of Coco Chanel. For connoisseurs of opera baritone Hvorostovsky is associated with a beautiful voice and a bright appearance, the mind immediately recollects such characteristics as the star of the world opera, the soloist of the leading opera houses in the world, as well as the arias he performed in the memory. In both cases there are strong associative images. If the ultimate goal of product brand is to increase profits in the long run, the personal brand depending on the scope of application, in addition to capitalization, may still pursue other goals. For example, a presidential candidate must create a positive and holistic image to make the voters believe and vote in one’s favor. But all in all, the ultimate goal of personal brands is recognition in a particular environment, high reputation, relevance, popularity and increase of the value in the labor market.Indeed, personality brands are subject to the same rules and use the same benefits as product brands: their product sells better, their services are paid higher, they have weight in society and respect of others, they are listened to, and trusted. For example, advertising a particular product, a celebrity actually indirectly vouches for its quality. Typically, this proven strategy brings good fruit to companies, because consumers are more willing to trust the information received from a famous (in other words, almost familiar) person. However, personality brands are not only media persons or celebrities. Professionalism in any field today is regarded as a marketable commodity, and the professional as a brand. Thus, in case of looking for a new job, I would first try to answer a question whether it is authentic to make the CV in the same way as 999 000 others, and then would make efforts to construct my p ersonal brand through applying Dan Schawbel’s three obligatory elements of: value proposition, differentiation, and marketability(Schawbel Buckingham, 2013).Discussion 3: The Effectiveness of Online MarketingToday, companies are starting to use online solutions for all types of marketing tasks from creating awareness to after-sales services, and recognize that online tools are important and effective parts of the marketing strategies. Internet combines the interactive nature of communication, hypermedia nature and the possibility of establishing individual interaction. Global computer network has become both a new communication environment and the market with tens of millions of potential customers with a sufficiently high income level. The main advantages of internet marketing are considered interactiveness, opportunities for most accurate targeting, possibility of post-click analysis which leads to the maximization of indicators such as Site Conversion and ROI of the inter net advertising. Moreover, marketers claim that online tools help them achieve marketing goals throughout their clients’ decision-making process, sometimes in ways that are not consistent with the general ideas of certain tools should be used.As a result, according to the recent survey of CEOs, in the next three years they are most likely to plan to increase the advertising budget for Online Marketing, in particular, for search and video advertising, while budgets for media advertising and mailout are less likely to be increased (Scott, 2013, p. 113-115). In this perspective, the relevant question occurs of how to raise online marketing efficiency through the use of constantly updating mechanisms in the spirit of dynamic online audience. For example, involving social media in the communications process the companies should offer its readers/subscribers not the end sale, but something more interesting and useful, representing a â€Å"transactional† action in the buying process (Scott, 2013; Lindstrom, 2011). For example, if you sell cars, offers applications for test drives through your social media platforms, if you are selling training courses, invite for a free lesson, if you sell consumer electronics, promise a discount coupon, for complex B2B hardware fix number of downloads of brochures and price sheets, etc. In addition, it must be remembered that a robust interaction in real time allows producers to not only respond to comments and feedback of buyers, but also develop the right reputation policy. The brand’s reply to a user’s question or a comment is more important than the comment itself, because the producer’s reaction is the attitude of the brand to consumers that forms buying activity and brand loyalty.Discussion 4: Online DistributionFor quite a long time, the famous Internet retailer Amazon has been intensively testing the fresh food delivery service Amazon Fresh, thus capturing another niche in the market and co mpeting with major players like Wal-Mart.com or Alice.com. Expanding into new segments allows the company to declare itself as a retailer with the largest range of products offering to purchase any type of product not leaving the house.The very idea grocery-shopping online is absolutely in the spirit of the time: it saves time and, depending on local prices, might save money. According to data from Tesco, the share of online food sales in the UK in 2009 accounted for about 3% of the total retail sales of food, while in 2014 online sales of food products are expected to increase to 5.5%, due to the fact that the growing number of consumers begins to positively evaluate the advantage of delivering, wide range, and affordable prices in the online grocery stores (Scott, 2013, p. 159). However, by now Amazon Fresh is mostly presented by third-party sellers, which makes their prices incompatible in many cases, especially if Wal-Mart coupons would be taken into account. In addition, unlike Amazon that doesn’t take back groceries or personal care items, Wal-Mart allows its consumers to return anything bought online to a local store within 90 days. At the same time, willingness to sell products with delivery is a proof of the high level of responsibility that cannot be achieved without special equipment, which involves the use of trucks with refrigerators and sealed compartments, special boxes for food storage, quality control at all stages. Together with attractive wholesale prices and direct manufacturer offers, these advantages of large retail chains are designed to ensure higher customer loyalty in the nearest future.Discussion 5: â€Å"Free† MarketingAccording to behavioral economists, neuro-marketers and copywriting experts, the word â€Å"free† has a huge impact on the buyer. Studies show that consumers cannot help noticing it, miss it or pass it by (Haugtvedt et al., 2008, Lindstrom, 2011). The word â€Å"free† literally means that à ¢â‚¬Å"something is offered for nothing† and even though deep down people perfectly subconsciously realize that nothing happens for no reason and the company certainly gets benefit from something else, every time they hope that â€Å"maybe it is really so this time.†An interesting example of the impact of the word â€Å"free† on consumers was demonstrated in Billund, the international airport in Denmark (Scott, 2013, p. 205). The company decided to carry out the split testing the call to action located on the fourth menu button of their online store, which was proposed to change from â€Å"Buy online† to â€Å"Buy Tax-Free.† Buy Tax-Free in this example meant buying without local Value Added Tax (saving 7-22%). Eventually, the second version showed better results, and surpassed the first one by 49.85% in CTR.Practice shows that neutral inscriptions â€Å"Buy online† or â€Å"Order delivery† do not have any clearly defined economic or em otional effect: they just speak for themselves causing no special feelings, not showing benefits to the client, do not disclose the advantages. In turn, basing on Haugtvedt et al. (2008) research, the phrase including the word â€Å"Free† (tax free, free shipping) has many advantages: 1. Thoughtful valuable offer (assertion giving the user a complete picture of why one should buy a product or use the services of the company); 2. Competitive advantages (better offer capable to interest an online user who surfed today the entire Internet far and wide in search of the best prices and offers); 3. Demonstration of care for buyer’s benefits. This impact on the consumer’s psyche makes the technique of using the effect of the word â€Å"free† one of the most effective in promoting the products, along with the offer of discounts and coupons.

Case Study - Sources of International Law, Non-binding agreements Treaties The WritePass Journal

Case Study - Sources of International Law, Non-binding agreements Treaties Abstract Case Study Sources of International Law, Non-binding agreements Treaties : 75). Nevertheless, the parties to the agreement must intend for it to be binding at international law (Villiger, 1985: 35). This does appear to be the case given that the agreement contains a unilateral Statement because as was confirmed by the International Court of Justice (ICJ) in Australia v France, New Zealand v France 1974 ICJ Rep 253;  unilateral statements of States are legally binding in appropriate circumstances. The legal status of this agreement is that it is therefore a Treaty and legally binding. As such, Iran will no longer be sanctioned for developing a nuclear programme, which they claim to be for peaceful purposes. Are Resolutions of the SC sources of International Law/Binding? Resolutions of the SC generally have binding effect; Legal Consequences for States of the Continued Presence of South Africa in Namibia (South West Africa) notwithstanding SC Resolution 276 (1970) Advisory Opinion of 21 June 1971, although there has been some focus by the ICJ on their other effects, such as authorising effect and (dis)empowering effect (Basak, 1969: 385). The effect of the resolution will, nonetheless, depend entirely on its type . This is because a SC resolution may either be a recommendation or a decision, which are not clearly defined in the Charter. As a result, it is often difficult to determine the legal effects of such resolutions (Johnson, 1955: 107), however the Court generally refers to binding resolutions as decisions and non-binding resolutions as recommendations; Certain Expenses of the United Nations (Article 17, Paragraph 2 of the Charter) [1962] ICJ Rep 151, at 163. SC resolutions resolution are binding if they create obligations on its recipients and if they are made under Chapter VII (Action with Respect to Threats to the Peace, Breaches of the Peace and Acts of Agression). Since the Joint Action Plan agreement imposes obligations on its State parties and contains a threat to the peace, it is likely that this will again render it a binding resolution. However, it has been pointed out by Hollis that the agreement is not binding on the basis that it implies something aspirational rather than required.(Hollis, 2013: 1). This is evident from the wording; The goal for these negotiations is to reach a mutually-agreed long-term comprehensive solution that would ensure Iran’s nuclear programme will be exclusively peaceful (Geneva, 2014: 1). Therefore, whilst it seems that the agreement is a legally binding resolution, the fact that only recommendations are being made may suggest that it is not and sceptics have   argued that the plan is just a false front for the Iranians in order to have sanctions lifted (Midwest Diplomacy, 2013: 1). Therefore, although SC sources of international law are binding, it has been questioned whether Iran should be provided with the ability to develop their nuclear programme even further as this could have disastrous effects (Zand, 2014: 1). In case of conflict between this agreement and previous SC Resolutions which one should prevail? The determination as to whether SC decisions possess an overriding binding effect will be determined on a case by case basis. However, it is usually the case that SC recommendations will not have an overriding binding effect; Questions of Interpretation and Application of the 1971 Montreal Convention Arising from the Aeriel Incident at Lockerbie (Libya v UK) Preliminary Objection [1998] ICJ Rep 9, at 26,   whilst SC decisions will; Reparation for Injuries Suffered in the Service of the United Nations [1949] ICJ Rep 174. Therefore, if the Joint Action Plan is merely a recommendation then this will not be binding and will therefore   not prevail over previous SC Resolutions. If the agreement is a decision, however, then it will be prevail as it will have a binding effect. In Lockbie, Provisional Measures [1992] ICJ Rep 3 it was held by the ICJ that pre-empting obligations that flow from traditional sources of international law can be overridden by the normative powers of the SC in order to ensure that peace and security is maintained, yet the binding effect of resolutions will depend on their language, the discussions leading up to it and the provisions of the Charter being invoked (Oberg, 2005: 879). In Application for Review of Judgment no. 273 of the United Nations Administrative Tribunal (‘Mortished affair’) [1982] ICJ Rep 325 Resolution 34/165 reversed the prior decision in Resolution 33/119 in order to avoid two incompatible legal effects co-existing. Therefore, because SC Resolutions 1696 (2006) of 21 July 2006 and 1737 (2006) of 26 December 2006 will be incompatible with the new agreement, they may be reversed if the new agreement has an overriding binding effect. This is highly beneficial for Iran since they deemed the previous resolutions unfair on the basis that they had received different treatment to other States. Comment on the parties of this agreement. What does it say about the equality of States in practice? The doctrine of equality of States covers both legal equality and political equality. Legal equality deals with the legal relations that exist between States, whilst political equality deals with the distribution of economic and military power between States. Because Iran appears to have been given exceptional powers under the new agreement, it is likely that these new powers will be considered contrary to this principle. This is because Iran is effectively being given additional powers to control its nuclear program and is also being protected from any sanctions imposed   by other States. As the doctrine   seeks to ensure that all States are treated equally under international law, States ought to have the same rights and responsibilities as each other (Kelsen, 1952: 156). As this is not being effectuated under this agreement, it is clear that this principle is being contravened. Nevertheless, there is an exception to the doctrine in cases where there has been a breach of the pe ace or an act of aggression that threatened international peace and security. Therefore, because Iran has stated that they aimed to develop nuclear energy for peaceful purposes, the violation of this doctrine will be permitted (Nahar, 2005: 1). This agreement thereby illustrates that the equality of States doctrine may not actually be workable in practice since the doctrine may be contravened if the aim is to maintain international peace and security. Conclusion Overall, it appears as though Irans agreement with the SC and Germany is a Treaty and will therefore have binding effect. This is because the agreement has been made purely to maintain peace and security. Although Irans activities have been met with some suspicion over the years, they have continued to state that the peaceful nature of their activities merely aimed to develop nuclear energy. As this agreement does appear to be a Treaty, it is likely that it will be capable of prevailing over previous SC resolutions. This is welcoming for Iran who were subjected to unfairness as a result of resolutions 1696 and 1737, although   not all would agree with this decision. Hence, many would argued that the agreement conflicts with the equality of States doctrine. Nevertheless, because Iran have stated that they are acting in the interests of national security,  the doctrine will be capable of being breached. Accordingly, the Doctrine is therefore not always workable and in this instance , Iran are being treated more favourably than other States. References Basak, A. (1969) Decisions of the United Nations Organs in Judgements and Opinions of the International Court of Justice; Thierry, Resolutions of international bodies in the jurisprudence of the International Court of Justice, Collected Courses, Volume 167. Johnson, A. (1955) ‘The Effect of Resolutions of the General Assembly of the United Nations’, 32 British Year Book of International Law 97. Dixon, M. (2007) Textbook on International Law, London, Oxford University Press. Geneva. (2013) Joint Plan of Action [Online], Available: http://im.ft-static.com/content/images/d0fa3682-5523-11e3-86bc-00144feabdc0.pdf [15 January, 2014]. Fitzmaurice, M. and Elias, O. A. (2005) Contemporary Issues in the Law of Treaties, Netherlands, Eleven International Publishing. Hollis, D. B. (2012) The Oxford Guide to Treaties, London, Oxford University Press. Hollis, D. B. (2013) The New Iran Deal Doesn’t Look Legally Binding. Does It Matter? Opinio Juris, [Online], Available: http://opiniojuris.org/2013/11/24/new-us-iran-deal-doesnt-look-legally-binding-matter/ [14 January 2014]. Kelsen, H. (1952) Principles of International Law, London, The Lawbook Exchange. Kerr, P. K. (2013) Irans Nuclear Program: Tehrans Compliance with International Obligations Congressional Research Service, CRS Report, R40094. Oberg, M. D. (2005) The Legal Effects of Resolutions of the UN Security Council and General Assembly in the Jurisprudence of the ICJ European Journal of International Law, Volume 16, Issue 5. Midwest Diplomacy. (2013) Understanding Iran and the Nuclear Joint Plan of Action [Online], Available: http://egiuliani.wordpress.com/2013/11/24/understanding-iran-and-the-nuclear-joint-plan-of-action/ [14 January 2014]. Nahar, S. (2005) Sovereign Equality Principle in International Law [Online], Available: globalpolitician.com/print.asp?id=4351 [14 January 2014]. (1968) Treaty on the Non-Proliferation of Nuclear Weapons Multilateral, [Online], Available: https://treaties.un.org/doc/Publication/UNTS/Volume%20729/volume-729-I-10485-English.pdf [13 January, 2014]. Villiger, M. E. (1985) Customary International Law and Treaties: A Study of their interactions and interrelations, with special consideration of the 1969 Vienna Convention on the Law of Treaties, BRILL.   Ã‚   Zand, L. (2014) Organisations Warn Senate Against New Iran Sanctions Fellowship of Reconciliation, [Online], Available: http://forusa.org/blogs/leila-zand/62-organizations-warn-senate-against-new-iran-sanctions/12813 [20 January, 2014].

Market Analysis Essay Example | Topics and Well Written Essays - 1000 words

Market Analysis - Essay Example Home players want appropriate individual experience while online gamers want opportunities of good time to cooperate and compete with other players and socializing. Based on the current access of internet statistics and patterns of buying games, researched by analyst groups, the number of online game customers in the United States is approximately 100 million. On the broader global market, this may extend to approximately 400 million customers. The content of the present paper is a market analysis of CanGo Company Inc. The purpose of this market research/analysis is to determine how the company can increase its sales volume before the end of this year. This analysis presents CanGo’s market strengths and opportunities. CanGo is a company that was founded in a couple of years ago and the goal of this market analysis paper is to get the company in the right channel. The largest opportunity of the company at present is to get a stable online game and run (Bloomberg, 2009). CanGo has established the right platform of increasing its sales volume and attracting a large number of customers. This is the fastest way of getting the name of the company in the market. Online gaming is currently touching millions of potential clients internationally. The size of the online gaming industry is currently experiencing a very strong growth. Most of the Digital Software Associations estimate that the total of online gaming sites’ users is currently increasing from 10 to 15 percent every month. In CanGo Company Inc. The estimates are that the customers of online gaming will adjust from $ 2 billion in 2013 to approximately five billion dollars by the end of this year. According to the Internet Moms. Com, E-Commerce is currently becoming more common. The reason is that internet shopping and hectic lifestyle with E-Commerce is highly convenient and time saving. There are predictions that the e - commerce market will