The Use of Databases. Section Critical Writing for the Professions. By Jacqueline Doherty

Transcription

1 The Use of Databases Section Critical Writing for the Professions By Jacqueline Doherty 04 December 2008

2 Introduction The databases prove to be useful for a major in business marketing. The RWU Library provides students with multiple databases and overviews of the uses of each. Most are comprehensive to beginners. A 360 search can help the user to narrow the results on which database to search in. By searching by major, the Library offers a list of databases that specifically cater to business. Most databases provide access to the full-text of the document, while others prompt links to check the availability of the document on other sites. All of the databases give options for similar searches, which aid the user in finding sources more specific to their search. The databases that provide abstracts to the full-text are more helpful since they inform the reader on the content of the article. The databases are very helpful with including citations and giving background from where the author obtained their information. All of the databases have ways to narrow the search, making it easier to focus on a specific idea. The following sections provide information on the usefulness and accessibility of each database used to conduct research on marketing strategies. A brief overview of the articles display commonalities of marketing strategy.

3 Databases ProQuest Compared to others, ProQuest proves to be the most helpful and accessible database. The ability to find articles through various searches, using different language and keywords aids inexperienced database users in performing a search. In addition to this, ProQuest offers synonyms of the users words and provides ways to rephrase a search, to find the best sources. Unlike the other databases, ProQuest provides full-text and an abstract of the article without the hassle of being redirected to different sites. Through a ProQuest advanced search, the terms advertising and strategy were used to find the article, The fragging of the American mind. This article is very insightful to different marketing strategies by giving examples and explanations. This article compares the new Information Age to the Golden Age, in terms of advertising. Noting that more research is involved, demographics have now only become a starting point for marketers, because of an increasingly diverse culture. Benezra introduces a new type of marketing, the multiple-message format (1998, p. 2). This strategy requires the marketer to send different messages to diverse groups of people, showing them how the product fits into their life. Each segment receives a different brand message, based on their personal actions. Academic Search Premiere Academic Search Premiere is a broad search engine, covering a range of subjects. This database is good for new users, because the language developed in the search is understandable and the site is easily navigated. ASP offers many ways to limit the search by year, full-text and reputability, etc. However, when the results come up, the user must click different links for availability, which are often unable to be found. When the results are listed, the database gives options on limiting the search by source, publications and similar subjects. ASP is very useful in providing the researcher ways to cite the article. When searching for pieces on marketing strategy, this database does not give many full-text articles, however, is helpful in providing background information on the article. The Fashion forward article focuses on a different type of marketing. Rather than rely heavily on advertising, Zara clothing company obtains customers by having a short turn-around time when delivering their fashion (Fashion forward, 2008). Zara s ability to produce clothes influenced by a new trend and provide the clothes in stores during the development of the trend, gives them the upper hand on their competition, who usually sell these trends the following season. ABI/ Inform Global Database ABI/ Inform Global Database is useful for business research. Since ProQuest directs the search in the ABI database, the results are narrower and easily accessible. Also, by limiting the search terms to the subject of the article, the user is given more direct sources. When the results are listed, the user can define their search by clicking a tab that will only show results from trade publications. By doing this, the user can be assured that the source is reputable, and are written for and by professionals in the business marketing industry. The trade publication, Advertising Age, provides many articles about advertising strategy specific to one company. In the article Wal-Mart s media track for tough times, the chain s media strategy is examined. Through

4 radio and television commercials, Wal-Mart has been promoting their cheap prices and one-stop shopping, which are both helpful during the current recession and holiday season. Aside from its usual low-income customers, Wal-Mart has noticed more business from customers who have a higher salary, but are looking to save during the financial crisis. This has caused Wal-Mart to step out of their usual demographic and advertise to all different incomes, promoting their savemoney brand (Hampp, et al, 2008). LexisNexis Academic Database This information database delivers sources on a range of topics. The search terms in this database are broader than the other databases because the user is not given the option to limit the terms by subject. LexisNexis does, however, allow the user to limit the publications the database will search in, as well as the dates when the articles were written. The result list can be confusing to the user because so much information is brought up on one page. It is hard to distinguish between each article because there is not much space between each result. The sources can be separated by publication category, which is useful in limiting the search. Most articles can be accessed immediately upon clicking the sources title, making the search simple. Many articles do not provide an abstract, so the researcher must read the whole article, consuming their time. The document on marketing gives an overview of strategy and objectives, defining each. The author simplifies promotion by distinguishing between a strategy and an objective, including examples. He states, There can be no idea without a plan. There can be no plan without a strategy. There can be no plan without an objective (Hooper, 1989). Encyclopedia of Major Marketing Campaigns On the RWU Library page, students are offered a list of databases that will present results within a specific subject. This is useful for the student, because they are lead directly to a narrower search. In the business resources, the Encyclopedia of Major Marketing Campaigns is provided. This encyclopedia has descriptive articles on marketing campaigns describing the business marketing strategies and background. Through the Gale Virtual Reference Library database, the user can search within the encyclopedia for articles. This database is easily accessible and understandable, especially for unfamiliar users. The articles are comprehensive because the author divides the campaign into an overview, historical content, target market, competition and strategy. In McDonald s Corporation, four of the company s marketing campaigns are discussed. The article focuses on McDonald s competition and brand values. McDonald s own marketing operations and examples of their competitors strategies are given. By bringing back the nostalgic restaurant appearance, McDonalds has continued pull on customers emotions and brand their company on the all-american family image (Schnakenberg, et al, 2007, p. 18,7). McDonalds has coproduced with other companies. More customers can be reached by putting McDonalds into Wal-Mart. Disney promotes their characters through Happy Meal toys given to children, McDonald s biggest segment.

5 Marketing Strategy Synthesis Research shows that the best marketing strategy is having a strong relationship with the customer. From this bond, a company can develop a customer life-time value. A loyal customer will become a product advocate, encouraging others to try the brand. These customers will continue to insist on the brand and are elastic to the price of the product. Constant reminders of a good product will spark awareness and demand. In order to begin this relationship, a marketer must identify the company s objectives. The product must be developed into a brand to promote its core values. The brand defines the product in relation to the customers use. Reinforcing the brand will remind the customer of the products purpose. Brand values will speak to the prospective consumer, giving them a reason why they should purchase the product. The marketer must then identify and analyze their target market. As many articles have discussed, demographics have become only a starting point in distinguishing the target market. To root out the segment, marketers must consider the customers wants and needs, and be aware of how they spend their money. Psychological and behavioral characteristics must be examined. They must also find a way to relate to their market through the products brand. Once they develop the diverse segment they will advertise to, the marketer must find a way to relate the brand to each segments personal behavior. By providing different brand messages to various segments, the customer feels an emotional connection with the product. This emotional connection is important because emotion will make a customer act. Next, the marketer must develop ways to create product awareness. When a customer is conscious of the product they are more apt to make a purchase. Giving the customer a background on the product will make them feel a connection to the company, and they will be assured that the company is looking out for their best interest. By developing a media plan, the marketer can decide how they will advertise to reach their segment. There are many forms of advertising. Many marketers choose to include commercials during shows that they know their segment is watching. Others may play radio commercials on stations that their segments tune into. Certain products are advertised in market specific magazines. When the marketer knows exactly who is receiving the message, they can better relate the segments wants to the brand and create sales. Marketers can send direct mail to their segments. Through catalogs and informational packets, the customer can understand the product better. Many discounts are also given through direct mail, encouraging purchases. To stimulate demand, some companies may offer discount cards. These cards help the marketer know more about their customer and track their purchases. This helps the marketer know where to stock their product and when customers make their purchases. The customer is encouraged to buy the products while receiving a discount.

6 By informing the consumer on the benefits of their product over the competitions, trial of the product is encouraged. Buyers will happily trade up to a new product if they are convinced the product will provide more benefits than their current product. Once a prospective customer tries a product, the marketer must make sure they buy the item again. A quality product will make the customer retry the product, and become a loyal customer. Cash cows, such as celebrities and spokespeople, will arouse demand from fans that idolize them. Mascots can help to develop an emotional attachment to the consumer. The segment will find resemblance to the mascot or cash cow and be able to connect with them on a personal level. Coproducing with other companies and products will help both sides. When two products have a similar market, they can come together to encourage more customers to buy their product. Another way of getting a products message to the market is through publicity. Publicity is very helpful to companies, since it is free. Newspapers can write articles reviewing and informing customers about a product. Many customers will appreciate the unbiased opinion of the person informing them about the product, since they are usually not affiliated with the company. By convincing the customer to try a product and proving that their purchase was valid provides a strong relationship between the company and the customer. The brand value reflects the customers own values and relates them to the products purpose. Ultimately, marketing strategy delivers the brand and forms the relationship through various outlets to the segment, ending in customer-life time value.

7 Reference Page Benezra, K. (1998, June 15). The fragging of the American mind. Brand Week, 39(24), S12-S19. Retrieved November 24, 2008, from ProQuest Central database. Fashion forward. (2008, November). Foreign Policy. Retrieved November 24, 2008, from Academic Search Premier database. Hampp, A., Neff, J. (2008, November 3). Wal-Mart s media track for tough times. Advertising Age, 79(41), 3. Retrieved November 20, 2008, from ABI/INFORM Global database. Hooper, C. (1989, October 5). Marketing Guide 12: Setting objectives defining strategy. Retrieved November 20, 2008, from LexisNexis database. Schnakenberg, R., Knight, J., Bailey, R. (2007). McDonald s Corporation. Encyclopedia of Major Marketing Campaigns, 2, Retrieved November 24, 2008, from Gale Virtual Reference Library database.