Event Marketing 001

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EVENT MARKETINGEvent management is the application of project management to the creation and development of festivals , events and conferences.

Event management involves studying the intricacies of the brand, identifying the target audience ,devising the event concept, planning the logistics and coordinating the technical aspects beforeactually executing the modalities of the proposed event. Post-event analysis and ensuring a returnon investment have become a significant drivers for the event industry. [1]

The recent growth of festivals and events as an industry around the world means that themanagement can no longer be ad hoc . Events and festivals, such as the Asian Games , have alarge impact on their communities and, in some cases, the whole country.

The industry now includes events of all sizes from the Olympics down to a breakfast meeting for ten business people. Many industries, charitable organizations , and interest groups will holdevents of some size in order to market themselves, build business relationships, raise money or celebrate.

M arketing tool-

Event management is considered one of the strategic marketing and communication tools bycompanies of all sizes. From product launches to press conferences, companies create

promotional events to help them communicate with clients and potential clients. They mighttarget their audience by using the news media, hoping to generate media coverage which willreach thousands or millions of people. They can also invite their audience to their events andreach them at the actual event.

Services of companies

Event management companies and organizations service a variety of areas including corporateevents (product launches, press conferences, corporate meetings and conferences), marketing programs (road shows, grand opening events), and special corporate hospitality events likeconcerts, award ceremonies, film premieres, launch/release parties, fashion shows, commercialevents, private (personal) events such as weddings and bar mitzvahs .



C lients hire event management companies to handle a specific scope of services for the givenevent, which at its maximum may include all creative, technical and logistical elements of theevent. (Or just a subset of these, depending on the client's needs, expertise and budget).

[edit ] Event manager

The event manager is the person who plans and executes the event. Event managers and their teams are often behind-the-scenes running the event. Event managers may also be involved inmore than just the planning and execution of the event, but also brand building, marketing andcommunication strategy. The event manager is an expert at the creative, technical and logisticalelements that help an event succeed. This includes event design, audio-visual production,scriptwriting, logistics, budgeting, negotiation and, of course, client service. It is a multi-dimensional profession.

The event manager may become involved at the early initiation stages of the event. If the eventmanager has budget responsibilities at this early stage they may be termed an event or productionexecutive. The early stages include:

y S ite surveyingy C lient S ervicey B rief clarificationy B udget draftingy C ash flow managementy S upply chain identificationy Procurementy S chedulingy S ite designy Technical designy H ealth & S afety

An event manager who becomes involved closer to the event will often have a more limited brief. The key disciplines closer to the event are:

y H ealth & S afety including crowd management,y L ogisticsy R iggingy S oundy L ighty V ideoy D etailed schedulingy S ecurity

[edit ] As an industry



Event Management is a multi-million dollar industry, growing rapidly, with mega shows andevents hosted regularly. S urprisingly, there is no formalized research conducted to assess thegrowth of this industry. The industry includes fields such as the MI C E (Meetings, Incentives,C onventions and Events), exhibitions, conferences and seminars as well as live music andsporting events.

The logistics side of the industry is paid less than the sales/sponsorship side, though some maysay that these are two different industries.

[edit ] Technology

S oftware companies service event planners with a complete solution including Online EventR egistration, Event Marketing Tool, H otel B ooking Tool, Travel B ooking Tool, B udgeting Tooletc

[edit ] Education

There are an increasing number of universities which offer Graduate D egree/ D iploma in EventManagement, especially in the UK where they have been quick to catch on to the new interestand many are now offering certificate , diploma , degree and masters degree coursework. In the

Netherlands - R otterdam - Euro C ollege University of Professional Education offers H ospitality& Events Management. In India National Academy of Event Management & D evelopment -

NAEM D offers D iploma & Post Graduate D iploma in Event Management.

In addition to these academic courses, there are many associations and societies that providecourses on the various aspects of the industry .

S tudy includes organizational skills, technical knowledge, P. R ., marketing, advertising, catering,logistics, decor, glamor identity, human relations, study of law and licenses, risk management,

budgeting, study of allied industries like television, other media and several other areas.

In a first for the industry, a National S tudent Events C onference is being held in 2008 with theaim of improving links between students and industry. Topics covered will include theOlympics, health & safety, incentive travel and networking. The N S EC will take place on 18April 2008 at the University of D erby's Keddleston R oad campus.

y C areer opportunities are in the following Industries :

1. Event Management2. Event Management C onsultancy3. H otel, travel and hospitality Industries4. Advertising Agencies5. Public R elations Firms



6 . C orporations7. News Media8. Non-profit organization 9. Integrated Marketing & C ommunications10. Event B udgeting and Accounting

[edit ] Categories of Events

Events can be classified into four broad categories based on their purpose and objective:

1. L eisure events e.g. leisure sport, music, recreation.2. C ultural events e.g. ceremonial, religious, art, heritage, and folklore.3. Personal events e.g. weddings, birthdays, anniversaries.4. Organizational events e.g. commercial, political, charitable, sales, product launch,expo.5. While marketing an event, there are a few key tactics and methods that can be employed to

ensure that the event gains the maximum response and also that event is managed in the

minimum cost possible. Event marketing has been a concept that has only recently beenpioneered in India . But, though new, the concept has taken off very well with the Indianconsumers who are evolving rapidly.

6 . Some of the tactics and methods are listed below. Following them can ensure a cost effectiveimplementation of the event marketing.

Event Marketing Hint 1: If the event is meant to market a certain product, then it is necessary toensure that the purchase decision-maker attends the event. It is important to get the messageacross to the target audience and therefore enough research about the profile of the attendees isimportant to be able to communicate effectively to them about the product. It is important thatleast 50-60% of the people attending the event are targets of the product to be promoted.

Event Marketing Hint 2: It is also important to evaluate the value-added benefits that the venue or

the trade show organizer makes available to your business. Make sure you f ind out if they allowaccess to the attendee mailing list so you can implement a pre-mailing process in order topromote your one-day trade show special, as well as the location of your booth.

Make sure you get participant contact information before the event as well as after. Other value-added benefits that can be expected from the show organizer include: being included inparticipant email distributions promoting the event, as well as an advertisement in the event showguide.

Event Marketing Hint 3: Before the event is undertaken, the cost effectiveness of promoting theproduct through the event should be questioned by asking yourself event qualifying questionsaround the ³who" instead of the ³how many´

Event Marketing Hint 4: The giveaways at the event should be relevant to the business beingpromoted through the event. And make sure you don't give something away for free just for theheck of it.

Event Marketing Hint 5: The location chosen for the event is perhaps the most important aspect.Make sure you don't purchase a cheap booth at a popular exhibition because there are strongchances that no one will be visiting you, since your booth will be tucked away hidden from alleyes. The most ideal locations in any exhibition areas are found at the entryway to the event andnear the pathway to the food stations and restrooms.



GR EEN MA R KETING

Green marketingAccording to the American Marketing Association , green marketing is the marketing of

products that are presumed to be environmentally safe. [1] Thus green marketing incorporates a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising. Yet defining green marketing is not asimple task where several meanings intersect and contradict each other; an example of this will

be the existence of varying social, environmental and retail definitions attached to this term. [1] Other similar terms used are Environmental M arketing and Ecological M arketing .

The legal implications of marketing claims call for caution. Misleading or overstated claims can

lead to regulatory or civil challenges. In the U S A, the Federal Trade C ommission provides someguidance on environmental marketing claims. [2]

Greenhouse gas reduction market-

The emerging greenhouse gas reduction market can potentially catalyze projects with importantlocal environmental, economic, and quality-of-life benefits. The Kyoto Protocol ¶s C leanD evelopment Mechanism ( CD M), for example, enables trading between industrial anddeveloping nations, providing a framework that can result in capital flows to environmentally

beneficial development activities. Although the United S tates is not participating in the KyotoProtocol, several U S programs enable similar transactions on a voluntary and regulatory basis. [1]

While international trade in greenhouse gas [10] reductions holds substantial promise as a sourceof new funding for sustainable development , this market can be largely inaccessible to manysmaller-scale projects, remote communities, and least developed localities. To facilitate

participation and broaden the benefits, several barriers must be overcome, including: a lack of market awareness among stakeholders and prospective participants; specialized, somewhatcomplicated participation rules; and the need for simplified participation mechanisms for small

projects, without which transaction costs can overwhelm the financial benefits of participation. If the barriers are adequately addressed, greenhouse gas trading can play an important rolesupporting activities that benefit people ¶s lives and the environment. [1]

Popularity and effectiveness

[edit ] Ongoing debate

The popularity of such marketing approach and its effectiveness is hotly debated. S upportersclaim that environmental appeals are actually growing in number±the Energy S tar label, for



example, now appears on 11,000 different companies' [11] models in 38 product categories, fromwashing machines and light bulbs to skyscrapers and homes. The difference is, however, thatgreen²rightfully so²is on the wane as the primary sales pitch for products. On the other hand,R oper ¶s Green Gauge shows that a high percentage of consumers (42%) [12] feel thatenvironmental products don¶t work as well as conventional ones. This is an unfortunate legacy

from the 1970s when shower heads sputtered and natural detergents left clothes dingy. Given thechoice, all but the greenest of customers will reach for synthetic detergents over the premium- priced, proverbial " H appy Planet " any day, including Earth D ay. New reports, however show agrowing trend towards green products. [13]

[edit ] Confusion

One challenge green marketers -- old and new -- are likely to face as green products andmessages become more common is confusion in the marketplace. " C onsumers do not reallyunderstand a lot about these issues, and there's a lot of confusion out there," says JacquelynOttman (founder of J. Ottman C onsulting and author of "Green Marketing: Opportunity for

Innovation.")[13]

Marketers sometimes take advantage of this confusion, and purposely makefalse or exaggerated "green" claims. C ritics refer to this practice as " green washing ".[citation needed ]

A very good example of Green Washing can be found in the claims about B amboo Fibres.It isequaoted and sounds similar to C otton fibre/Organic cotton fibres . In the case of bamboo it is

pulped and mixed with caustics and other 5 different chemicals and yarn is made out of thiscertainly not similar to Organic cotton. S imilarly C surina ,uclyptus and other trees evenvegitalbes used in pulp ping and yarn making this is not organic bamboo firbre in the sense theOrganic cotton is used . This is punishable offence on the part of traders and others .Ignorance of masses of this technical knowledge is well known . The marketters create confusion takingadvantage of this lack of knowledge of masses. Another example is Eco-friendly dyed garments

andL

ow-impact dyed garments is sheer green wash . 50 years ago allD

enim cotton jeans wereorganic and all Indigo dye was natural plant-extracted. Now 100% of the D enim Jeans pants inU.S . is opposite to this.

[edit ] Statistics

According to market researcher Mintel , about 12% of the U. S . population can be identified asTrue Greens, consumers who seek out and regularly buy so-called green products. Another 6 8% [13][14] can be classified as L ight Greens, consumers who buy green sometimes. "What chief marketing officers are always looking for is touch points with consumers, and this is just a big,

big, big touch point that's not being served," says Mintel R esearch D irector D avid L ockwood.

"All the corporate executives that we talk to are extremely convinced that being able to makesome sort of strong case about the environment is going to work down to their bottom line." [13]

[edit ] Green marketing cases



[edit ] Philips Light's "Marathon"

Philips L ighting's first shot at marketing a standalone compact fluorescent light (C FL ) bulb wasEarth L ight, at $15 each versus 75 cents for incandescent bulbs. [15] The product had difficultyclimbing out of its deep green niche. [15] The company re-launched the product as "Marathon,"

underscoring its new "super long life" positioning and promise of saving $2 6 in energy costsover its five-year lifetime. [16 ] Finally, with the U. S . EPA's Energy S tar label to add credibility aswell as new sensitivity to rising utility costs and electricity shortages, sales climbed 12 percent inan otherwise flat market. [16 ]

[edit ] Car sharing services

C ar-sharing services address the longer-term solutions to consumer needs for better fuel savingsand fewer traffic tie-ups and parking nightmares, to complement the environmental benefit of

more open space and reduction of greenhouse gases .[citation needed ]

They may be thought of as a"time-sharing" system for cars. C onsumers who drive less than 7,500 miles a year and do notneed a car for work can save thousands of dollars annually by joining one of the many servicesspringing up, including Zip C ar (East C oast), I-GO C ar ( C hicago) [17], Flex C ar (WashingtonS tate), [18] and H our C ar (Twin C ities). [19]

[edit ] Electronics sector

The consumer electronics sector provides room for using green marketing to attract newcustomers. One example of this is H P's promise to cut its global energy use 20 percent by theyear 2010. [20] To accomplish this reduction below 2005 levels, The H ewlett-Packard C ompany

announced plans to deliver energy-efficient products and services and institute energy-efficientoperating practices in its facilities worldwide.

[edit ] Introduction of CNG in Delhi

New D elhi, capital of India, was being polluted at a very fast pace until S upreme C ourt of India forced a change to alternative fuels. In 2002, a directive was issued to completely adopt C NG inall public transport systems to curb pollution. [21]

What is green marketing? Green marketing refers to the process of selling products and/or services based on their environmental benefits. S uch a product or service may beenvironmentally friendly in itself or produced and/or packaged in an environmentally friendlyway.

The obvious assumption of green marketing is that potential consumers will view a product or service's "greenness" as a benefit and base their buying decision accordingly. The not-so-obviousassumption of green marketing is that consumers will be willing to pay more for green products



than they would for a less-green comparable alternative product - an assumption that, in myopinion, has not been proven conclusively.

While green marketing is growing greatly as increasing numbers of consumers are willing to back their environmental consciousnesses with their dollars, it can be dangerous. The public

tends to be skeptical of green claims to begin with and companies can seriously damage their brands and their sales if a green claim is discovered to be false or contradicted by a company'sother products or practices. Presenting a product or service as green when it's not is calledgreenwashing

NETWO R K MA R KETINGM ulti-level marketing (MLM ), (also called network marketing [1][2][3][4][5] , direct selling [6 ][3] ,referral marketing [7], and pyramid selling [8][9][10][11][12] ) is a term that describes a marketingstructure used by some companies as part of their overall marketing strategy . The structure is

designed to create a marketing and sales force by compensating promoters of company productsnot only for sales they personally generate, but also for the sales of other promoters theyintroduce to the company, creating a downline of distributors and a hierarchy of multiple levelsof compensation in the form of a pyramid.

The products and company are usually marketed directly to consumers and potential business partners by means of relationship referrals and word of mouth marketing. [13]

ML M companies have been a frequent subject of controversy as well as the target of lawsuits.C riticisms have focused on their similarity to illegal pyramid schemes, price-fixing of products,high initial start-up costs, emphasis on recruitment of lower-tiered salespeople over actual sales,

encouraging if not requiring salespeople to purchase and use the company's products, potentialexploitation of personal relationships which are used as new sales and recruiting targets, complexand sometimes exaggerated compensation schemes, and cult-like techniques which some groupsuse to enhance their members enthusiasm and devotion. Not all M L M companies operate thesame way, and M L M groups have persistently denied that their techniques are anything butlegitimate business practices.

SetupIndependent, unsalaried salespeople of multi-level marketing, referred to as distributors (or associates, independent business owners, dealers, franchise owners, sales consultants,consultants, independent agents, etc.), represent the company that produces the products or

provides the services they sell. They are awarded a commission based upon the volume of product sold through their own sales efforts as well as that of their downline organization.



Independent distributors develop their organizations by either building an active customer base,who buy direct from the company, or by recruiting a downline of independent distributors whoalso build a customer base, thereby expanding the overall organization. Additionally, distributorscan also earn a profit by retailing products they purchased from the company at wholesale price.

This arrangement of distributors earning a commission based on the sales of their independentefforts as well as the leveraged sales efforts of their downline is similar to franchise arrangements where royalties are paid from the sales of individual franchise operations to thefranchiser as well as to an area or regional manager. C ommissions are paid to multi-levelmarketing distributors according to the company¶s compensation plan . There can be individualsat multiple levels of the structure receiving royalties from a single person's sales.

[edit ] L egality and L egitimacy

ML M businesses operate in the United S tates in all 50 states and in more than 100 other countries, and new businesses may use terms like "affiliate marketing" or "home-based businessfranchising". H owever, many pyramid schemes try to present themselves as legitimate M L M

businesses. [6 ]

The FT C states " S teer clear of multilevel marketing plans that pay commissions for recruitingnew distributors. They're actually illegal pyramid schemes. Why is pyr amiding dangerous?B ecause plans that pay commissions for recruiting new distributors inevitably collapse when nonew distributors can be recruited. And when a plan collapses, most people-except perhaps thoseat the very top of the pyramid-end up empty-handed." [14]

In a 2004 United S tates Federal Trade C ommission (FTC ) S taff Advisory letter to the D irectS elling Association states:

Much has been made of the personal, or internal, consumption issue in recent years. In fact, theamount of internal consumption in any multi-level compensation business does not determinewhether or not the FT C will consider the plan a pyramid scheme. The critical question for theFTC is whether the revenues that primarily support the commissions paid to all participants aregenerated from purchases of goods and services that are not simply incidental to the purchase of the right to participate in a money-making venture. [15]

The FT C warns "Not all multilevel marketing plans are legitimate. S ome are pyramid schemes.It¶s best not to get involved in plans where the money you make is based primarily on thenumber of distributors you recruit and your sales to them, rather than on your sales to people

outside the plan who intend to use the products." [16

]and states that research is your best tool andgives eight steps to follow:

y 1) Find and study the company s track record.y 2) Learn about the producty 3) Ask questionsy 4) Understand any restrictionsy 5) Talk to other distributors (beware shills )



y 6) Consider using a friend or adviser as a neutral sounding board or for a gut check.y 7) Take your time.y 8) Think about whether this plan suits your talents and goals [17]

H owever there are people who hold that all ML Ms are nothing more than pyramid schemes even

if they are legal[7][18][19][20]

rendering the whole issue of a particular ML

M being legal moot.

[edit ] Income levels

S everal sources have commented on the income level of specific M L Ms or M L Ms in general:

y The Times: "The Government investigation claims to have revealed that just 10 per cent of Amway s agents in Britain make any profit, with less than one in ten selling a single item of thegroup s products." [21]

y S cheibeler, a high level "Emerald" Amway member: "UK Justice Norris found in 200 8 that out of an IBO [Independent Business Owners ] population of 33 ,000 , 'only about 9 0 made sufficient

incomes to cover the costs of actively building their business.' That's a 99. 7 percent loss rate forinvestors." [22]

y Newsweek: based on Mona Vie's own 200 7 income disclosure statement "fewer than 1 percentqualified for commissions and of those, only 10 percent made more than $ 100 a week." [23]

y Business S tudents Focus on Ethics: "In the U SA, the average annual income from MLM for 9 0% MLM members is no more than U S $5,000 , which is far from being a sufficient means of makinga living (San Lian Life Weekly 1998)"[24]

y US AToday: "While earning potential varies by company and sales ability, DS A says the medianannual income for those in direct sales is $ 2 ,400 ."[25]

[edit ] Criticism of MLM

The Federal Trade C ommission (FTC ) issued a decision, I n r e Amwa y Co rp. , in 1979 in which itindicated that multi-level marketing was not illegal p er se in the United S tates. H owever,Amway was found guilty of price fixing (by requiring "independent" distributors to sell at thelow price) and making exaggerated income claims. [26 ][27]

The FT C advises that multi-level marketing organizations with greater incentives for recruitmentthan product sales are to be viewed skeptically. The FT C also warns that the practice of gettingcommissions from recruiting new members is outlawed in most states as "pyramiding". [28] InApril 200 6 , it proposed a B usiness Opportunity R ule intended to require all sellers of businessopportunities²including M L Ms²to provide enough information to enable prospective buyersto make an informed decision about their probability of earning money. In March 2008, the FT C removed Network Marketing (M L M) companies from the proposed B usiness Opportunity R ule:

The revised proposal, however, would not reach multi-level marketing companies or certaincompanies that may have been swept inadvertently into scope of the April 200 6 proposal. [29]

Walter J. C arl stated in a 2004 Weste r n Jou r nal of Communication article that "M L Morganizations have been described by some as cults ( B utterfield, 1985), pyramid schemes



(Fitzpatrick & R eynolds, 1997), [30] or organizations rife with misleading, deceptive, andunethical behavior ( C arter, 1999), such as the questionable use of evangelical discourse to

promote the business ( H opfl & Maddrell, 199 6 ), and the exploitation of personal relationshipsfor financial gain (Fitzpatrick & R eynolds, 1997). [30] "[31]

Because of encouraging recruits to further recruit their competitors, some people have even goneso far as to say at best M L Ms are nothing more than legalized pyramid schemes [7][18][19][32] with

one stating "Multi-level marketing companies have become an accepted and legally sanctionedform of pyramid scheme in the United S tates" [18] while another states "Multi- L evel Marketing, aform of Pyramid S cheme, is not necessarily fraudulent." [20]

[edit ] Compensation plans

This section needs additional citations for verification . Please help improve this article by adding reliable references . Unsourced material may be challenged and removed . (June 2009)

C ompanies have devised a variety of M L M compensation plans over the decades.

y U nilevel plans This type of plan is often considered the simplest of compensation plans. As thename suggests, the plan allows a person to sponsor one line of distributors, called a "frontline."Every distributor the person sponsors is considered to be on that sponsor's frontline and thereare no width limitations, meaning there is no limit to the amount of people one can sponsor inthe frontline. The common goal of this plan is to recruit a large number of frontline distributorsand then encourage them to do the same. This is due to the fact that commissions are normallypaid out on a limited depth, which typically means sponsor can earn commissions on sales

between 5 and 7 levels deep. [33]

y S tairstep Breakaway plans This type of plan is characterized as having representatives who areresponsible for both personal and group sales volumes. Volume is created by recruiting and byretailing product. Various discounts or rebates may be paid to group leaders and a group leadercan be any representative with one or more downline recruits. Once predefined personal and/orgroup volumes are achieved, a representative moves up a commission level. This continues untilthe representative's sales volume reaches the top commission level and "breaks away" fromtheir upline. From that point on, the new group is no longer considered part of his upline'sgroup and the multi-level compensation aspect ceases. The original upline usually continues tobe compensated through override commissions and other incentives.

y M atrix plans This type of plan is similar to a Uni-Level plan, except there is also a limitednumber of representatives who can be placed on the first level. Recruits beyond the maximumnumber of first level positions allowed are automatically placed in other downline (lower level ) positions. Matrix plans often have a maximum width and depth. When all positions in arepresentative's downline matrix are filled (maximum width and depth is reached for allparticipants in a matrix ), a new matrix may be started. Like Uni-Level plans, representatives in amatrix earn unlimited commissions on limited levels of volume with minimal sales quotas.



y Binary plans : A binary plan is a multilevel marketing compensation plan which allowsdistributors to have only two front-line distributors. If a distributor sponsors more than twodistributors, the excess are placed at levels below the sponsoring distributor's front-line. This"spillover" is one of the most attractive features to new distributors since they need onlysponsor two distributors to participate in the compensation plan. The primary limitation is thatdistributors must "balance" their two downline legs to receive commissions. Balancing legstypically requires that the number of sales from one downline leg constitute no more than aspecified percentage of the distributor's total sales. [34]

y H ybrid plan are compensation plans that are constructed using elements of more than one typeof compensation plan.

Home > Business Opportunity Zone > Network Marketing > 7 Tips for Network Marketing Success

You probably have an image firmly planted in your mind of what network marketing

(also known as direct sales or multilevel marketing ) is all about--housewives buying and sellingTupperware while gossiping and eating finger sandwiches, or a high-pressure salesperson trying toconvince you how easily you can become a millionaire if only you and your friends and their friends andso on would buy and sell vitamins with him.

B oth of these images couldn't be further from the reality of network marketing. It's neither ahobby nor a get-rich-scheme but an opportunity for you to earn money running your own part- or full-time business .

B ut what does it take to succeed in this industry? V incent J. Kellsey, director of member servicesfor the D irect S elling Women's Alliance , an organization that provides a variety of resources towomen and men in the direct-selling industry, offers these tips for making it:

C ontent C ontinues B elow

Choose wisely. There are six key elements you should be looking for [when selecting anopportunity]. Number one: stability. H ow old is the company? Number two is excellent productsor services that consumers will use and need more of.



Number three is the pay plan--how even and fair and generous overall is the distribution? This isreally crucial as the pay plan represents exactly how you'll get paid--or not get paid. There arereally only two questions to ask [regarding this]: H ow many pennies out of each sales dollar get

paid back to the distributors each month, and how fair is the distribution of these pennies between the old members and the new members?

Number four is the integrity of the company and the management. As much as possible,[investigate] the experience of the C EO, [their] experience in the network marketing industry, andtheir background. [ H ave] they been successful in other companies in the industry? D o they havea good reputation?

Number five is momentum and timing. L ook at where the company's at, what's going on with thecompany, and if it's growing.

Number six is support, training and business systems. You may have [chosen] a great companywith excellent management, products that make a difference, a pay plan that's uniquely fair and

very generous, and momentum and stability, but if you don't have a system in place that works,all of that [doesn't matter]. Most companies will have a transferable training system that they use,and that's where mentorship comes in.

Practice what they teach. [To succeed,] you need to be willing to listen and learn from mentors.The way this industry is structured, it's in the best interests of the [M L M veterans in your company] to help you succeed, so they're willing to teach you the system. Whatever [your mentor] did to become successful, it's very duplicatible, but you have to be willing to listen and

be taught and follow those systems.

The higher-ups. It can be called various things, but the general term is the "upline," meaning the

people above you.H

ow supportive are they?D

o they call you?D

o they help you put a plan in place? Are they as committed to your success as they are to their own? You should be able torelate to [the people in your upline] and be able to call them at any time to say "I need somehelp." H ow much support there is from the people above you in the company is very important.

Take up the lead with your downline. There's a term in the network marketing industry called"orphans"--when somebody is brought in and then the person who brought them in is just so

busy bringing in other people that they don't spend the time to teach and train [the new person].You should be prepared to spend at least 30 days helping a new person come into the industry--training them, supporting them and holding their hand until they feel confident to be able to gooff on their own. You really need to ask yourself, are you willing to do that? Are you able to dothat? This is really about long-term relationship building. It's not about just bringing people intothe business and just moving forward. It's about working with these people and helping them todevelop relationships.

On the net. People are utilizing [the internet] as their main marketing tool. [You can set up your site] with autoresponders so when you capture leads, the autoresponder can follow up with that

person. One of the greatest keys to success in this industry is follow-up. Many people will have



someone call them who's interested or they'll call the person and say they're interested, but thenthey don't follow up with it. Automation on the internet

has allowed a much more consistent method of following up.

The only drawback with the internet is people who utilize it to spam. If there was one thing Icould put forward to say, " D o not do" when utilizing the internet as a marketing tool, it'sspamming because that can give a very bad reputation not only to you but also to the companyyou're working with.

Taking care of business. This is a business, and just like if you were running a franchise or astorefront, you [should have an] accountant. You have all the same write-offs tax-wise that youhave with running a [full-time] business, so it's very important to [do your research] prior togetting involved, before you start making money from it. H ow is that going to affect you tax-wise? What are your write-offs?

It's important to set up a [support] team around you. I'd suggest seeking out lawyers who deal innetwork marketing, so they're very versed in all the laws and how that affects [your business.].There are also accountants who specialize in dealing with homebased businesses specifically inthe direct-selling industry.

D on't quit your day job...yet. Never leave your full-time position unless you're absolutelycertain that the income that's coming in with this company is going to be there. [ B e sure that]you've been with the company [for awhile] and that you know it's a stable company, and theincome that you're earning is equal to or greater than the income you're earning from your job

before quitting

Societal marketing concept-

concept is an enlightened marketing concept that holds that a company should make goodmarketing decisions by considering consumers' wants, the company's requirements, and society'slong-term interests. It is closely linked with the principles of corporate social responsibility andof sustainable development .

The concept has an emphasis on social responsibility and suggests that for a company to onlyfocus on exchange relationship with customers might not be suitable in order to sustain long termsuccess. R ather, marketing strategy should deliver value to customers in a way that maintains or improves both the consumer's and the society's well-being.

Most companies recognize that socially responsible activities improve their image amongcustomers, stockholders, the financial community, and other relevant publics. Ethical andsocially responsible practices are simply good business, resulting not only in favorable image,

but ultimately in increased sales.



Early papers on the topic include those by William L azer [1] and by Philip Kotler and S idneyL evy. [2] The Journal of Marketing presented a comprehensive discussion of societal marketing inJuly, 1971.

S ocietal marketing should not be confused with social marketing . The societal marketing concept

was a forerunner of sustainable marketing in integrating issues of social responsibility intocommercial marketing strategies. In contrast to that, social marketing uses commercial marketingtheories, tools and techniques to social issues. S ocial marketing applies a ³customer orientated´approach and uses the concepts and tools used by commercial marketers in pursuit of socialgoals like Anti- S moking- C ampaigns or fund raising for NGOs.

Another-The societal marketing concept can be defined as the organizations task which tries toidentify the needs and interests of the consumers and delivers quality services or products ascompared to its competitors and in a way that consumer's and society's well beingis maintained. In other words organizations have to balance consumer satisfaction, company

profits and long term welfare of society.

This is a new marketing philosophy and tries to reduce the inequalities at various levels. Thistheory emphasizes that organizations should not only think of cut-throat policies to achievetargets and jump ahead of competitors but should have ethical and environmental policies andthen back them up with action and regulation.

S ocietal marketing can be achieved by following a few principles. It should always beremembered that consumer's needs are of paramount interest. Improvements in products whichare both real and innovative should be carried out to give long term value to the product; do whatis good for the society with a sense of mission and trust. In this way the focus shifts fromtransaction to relationships. If a client 'repeats business' a bond is created between him and the

product and is worth its while for the organization to nurture this bond.

It may sound appropriate and ethical, but societal marketing concept is hard to implement as notall companies have a social conscience. Whether it is legal and essential in industries like thetobacco and liquor industry needs analysis as they have a tremendous influence on consumer welfare.

Marketing logistics-

Marketing logistics are basically the physical distribution of goods. Marketing logistics involve planning,delivering, and controlling the flow of physical goods to a market as well as the material andinformation necessary to meet customer demands. The demands of the customer must be met at aprofit that increases revenue for the orginization.

Marketing control-



There is no planning without control. Marketingcontrol is the process of monitoring the proposedplans as they proceed and adjusting wherenecessary. If an objective states where you want tobe and the plan sets out a road map to yourdestination, then control tells you if you are on the

right route or if you have arrived at yourdestination.

Control involves measurement, evaluation, andmonitoring. Resources are scarce and costly so it isimportant to control marketing plans. Controlinvolves setting standards. The marketing managerwill than compare actual progress against thestandards. Corrective action (if any) is then taken.If corrective action is taken, an investigation willalso need to be undertaken to establish preciselywhy the difference occurred.

There are many approaches tocontrol:

y Market share analysis.y S ales analysis.y Quality controls.y Budgets.y Ratio analysis.y Marketing research.y Marketing information systems (MkI S ).y Feedback from customers satisfaction surveys.y Cash flow statements.y Customer Relationship Management (CRM) systems.y S ales per thousand customers, per factory, by segment.y Location of buyers and potential buyers.y Activities of competitors to aspects of your plan.y Distributor support.y Performance of any promotional activities.y Market reaction/acceptance to pricing polices.y S ervice levels.



. . . . and many other methods of monitoring andmeasurement.

C ONS UME R IS M² Consumerism is a social and economic order that is based on the systematic creation andfostering of a desire to purchase goods or services in ever greater amounts. The term is oftenassociated with criticisms of consumption starting with Thorstein V eblen or, more recently by amovement [citation needed ] called Enoughism . V eblen's subject of examination, the newly emergentmiddle class arising at the turn of the twentieth century, comes to full fruition by the end of thetwentieth century through the process of globalization .[1]

In economics , consumerism refers to economic policies placing emphasis on consumption. In an

abstract sense, it is the belief that the free choice of consumers should dictate the economicstructure of a society (cf. Producerism , especially in the B ritish sense of the term). [2]

y

U sage

Webster's dictionary defines C onsumerism as "T he movement seeking to pr otect and info r mconsume r s b y r equi r ing such pr actices as honest p ackaging and adve r tising, pr oduct gua r antees,

and im pr oved safet y standa r ds" or alternatively: "T he theo ry that a pr og r essivel y g r eate r consum p tion of goods is economicall y beneficial " . It is thus the opposite of anti-consumerism or of producerism .

y Anti-consumerism is the socio-political movement against consumerism. In this meaning,consumerism is the equating of personal happiness with the purchasing material possessionsand consumption .

y In relation to producerism , it is the belief that consumers should dictate the economic structureof a society, rather than the interests of producers. It can also refer to economic policies thatplace an emphasis on consumption.

Since consumerism began, various individuals and groupshave consciously sought an alternative lifestyle, such as the



" simple living " ,[11 ] " eco-conscious " ,[12 ] and " localvore "/" buylocal " [13 ] movements.

In many critical contexts, consume r ism is used to describe the tendency of people to identify

strongly with products or services they consume, especially those with commercial brand namesand perceived status-symbolism appeal, e.g. a luxury automobile , designer clothing , or expensive jewelry . A culture that is permeated by consumerism can be referred to as a consume r cultu r e or a ma r ket cultu r e.[14]

Opponents of consumerism argue that many luxuries and unnecessary consumer products mayact as social mechanism allowing people to identify like-minded individuals through the displayof similar products, again utilizing aspects of status-symbolism to judge socioeconomic status and social stratification . S ome people believe relationships with a product or brand name aresubstitutes for healthy human relationships lacking in societies , and along with consumerism,create a cultural hegemony , and are part of a general process of social control [15] in modern

society.C

ritics of consumerism often point out that consumerist societies are more prone todamage the environment, contribute to global warming and use up resources at a higher rate thanother societies. [16 ] D r. Jorge Majfud says that "Trying to reduce environmental pollution withoutreducing consumerism is like combatting drug trafficking without reducing the drug addiction."[17]

In 1955, economist V ictor L ebow stated:

"Our enormously productive economy demands that we make consumption our way of life,that we convert the buying and use of goods into rituals, that we seek our spiritualsatisfaction and our ego satisfaction in consumption. We need things consumed, burned up,worn out, replaced and discarded at an ever-increasing rate". [18]

C ritics of consumerism include Pope B enedict X V I,[19] German historian Oswald S pengler (whosaid, " L ife in America is exclusively economic in structure and lacks depth" [20]), and Frenchwriter Georges D uhamel , who held "American materialism up as a beacon of mediocrity thatthreatened to eclipse French civilization". [20]

In an opinion segment of N ew Scientist magazine published in August 2009, reporter AndyC oghlan cited William R ees of the University of B ritish C olumbia and epidemiologist WarrenH ern of the University of C olorado at B oulder , saying that human beings, despite consideringthemselves civilized thinkers, are "subconsciously still driven by an impulse for survival,domination and expansion... an impulse which now finds expression in the idea that inexorableeconomic growth is the answer to everything, and, given time, will redress all the world'sexisting inequalities." [21] According to figures presented by R ees at the annual meeting of theEcological S ociety of America , human society is in a "global overshoot", consuming 30% morematerial than is sustainable from the world's resources. R ees went on to state that at present, 85countries are exceeding their domestic "bio-capacities", and compensate for their lack of local



material by depleting the stocks of other countries, which have a material surplus due to their lower consumption. [21]

[edit ] Counter arguments

There has always been strong criticism of the anti-consumerist movement. Most of this comesfrom libertarian thought. [22]

L ibertarian criticisms of the anti-consumerist movement are largely based on the perception thatit leads to elitism . Namely, libertarians believe that no person should have the right to decide for others what goods are necessary for living and which aren't, or that luxuries are necessarilywasteful, and thus argue that anti-consumerism is a precursor to central planning or a totalitarian society. Twitchell, in his book L iving I t U p , sarcastically remarked that the logical outcome of the anti-consumerism movement would be a return to the sumptuary laws that existed in ancientR ome and during the Middle Ages , historical periods prior to the era of Karl Marx in the 19thcentury.

Not all anti-consumerists oppose consumption in itself, but they argue against increasing theconsumption of resources beyond what is environmentally sustainable . Jonathan Porritt writesthat consumers are often unaware of the negative environmental impacts of producing manymodern goods and services, and that the extensive advertising industry only serves to reinforceincreasing consumption. [23]

Ethics in marketing

M arketing ethics is the area of applied ethics which deals with the moral principles behind theoperation and regulation of marketing . S ome areas of marketing ethics (ethics of advertising and

promotion ) overlap with media ethics .

F undamental issues in the ethics of marketing-

Possible frameworks:

y Value -oriented framework, analyzing ethical problems on the basis of the values which theyinfringe (e.g. honesty , autonomy , privacy , transparency ). An example of such an approach is theAMAS tatement of Ethics .[1]

y S takeholder-oriented framework, analysing ethical problems on the basis of whom they affect(e.g. consumers, competitors, society as a whole ).

y Process-oriented framework, analysing ethical problems in terms of the categories used bymarketing specialists (e.g. research, price, promotion, placement ).



None of these frameworks allows, by itself, a convenient and complete categorization of thegreat variety of issues in marketing ethics.

[edit ] Power-based analysis

C ontrary to popular impressions, not all marketing is adversarial, and not all marketing is stackedin favour of the marketer. In marketing, the relationship between producer/consumer or buyer/seller can be adversarial or cooperative . For an example of cooperative marketing, seerelationship marketing . If the marketing situation is adversarial, another dimension of differenceemerges, describing the power balance between producer/consumer or buyer/seller. Power may

be concentrated with the producer ( caveat em p tor ), but factors such as over-supply or legislationcan shift the power towards the consumer ( caveat vendo r ). Identifying where the power in therelationship lies and whether the power balance is relevant at all are important to understandingthe background to an ethical dilemma in marketing ethics. [2]

[edit ] Is marketing inherently evil?

A popularist anti-marketing stance commonly discussed on the blogosphere [3] and popular literature [4] is that any kind of marketing is inherently evil. The position is based on the argumentthat marketing necessarily commits at least one of three wrongs:

y Damaging personal autonomy . The victim of marketing in this case is the intended buyer whoseright to self-determination is infringed.

y Causing harm to competitors. Excessively fierce competition and unethical marketing tactics areespecially associated with saturated markets .

y Manipulating social values. The victim in this case is society as a whole, or the environment aswell. The argument is that marketing promotes consumerism and waste. See also: affluenza ,ethical consumerism , anti-consumerism .

y Marketing has a major impact on our self-images, our ability to relate to one another, and itruins any knowledge and action that might help to change that climate.

y Marketing/Advertising creates artificiality and influences sexual attitudes.y Overall, people are spending tons of money and are usually more depressed.

[edit ] Specific issues in marketing ethics

[edit ] Market research

Ethical danger points in market research include:

y Invasion of privacy .y S tereotyping .

S tereotyping occurs because any analysis of real populations needs to make approximations and place individuals into groups. H owever if conducted irresponsibly, stereotyping can lead to avariety of ethical undesirable results. In the AMA S tatement of Ethics, stereotyping is countered

by the obligation to show respect ("acknowledge the basic human dignity of all stakeholders "). [5]



[edit ] Market audience

Ethical danger points include:

y Targeting the vulnerable (e.g. children, the elderly ).y

Excluding potential customers from the market: selective marketing is used to discouragedemand from undesirable market sectors or disenfranchise them altogether.

Examples of unethical market exclusion [6 ] or selective marketing are past industry attitudes tothe gay, ethnic minority and obese (" plus-size ") markets. C ontrary to the popular myth that ethicsand profits do not mix, the tapping of these markets has proved highly profitable. For example,20% of U S clothing sales are now plus-size. [7] Another example is the selective marketing of health care, so that unprofitable sectors (i.e. the elderly) will not attempt to take benefits to whichthey are entitled. [8] A further example of market exclusion is the pharmaceutical industry'sexclusion of developing countries from AIDS drugs .[9]

Examples of marketing which unethically targets the elderly include: living trusts , time share fraud, mass marketing fraud [10] and others. [11] The elderly hold a disproportionate amount of theworld's wealth and are therefore the target of financial exploitation. [12]

In the case of children , the main products are unhealthy food, fashionware and entertainmentgoods. C hildren are a lucrative market: "...children 12 and under spend more than $11 billion of their own money and influence family spending decisions worth another $1 6 5 billion" [13], but arenot capable of resisting or understanding marketing tactics at younger ages ("children don'tunderstand persuasive intent until they are eight or nine years old" [13]). At older ages competitivefeelings towards other children are stronger than financial sense. The practice of extendingchildren's marketing from television to the schoolground is also controversial (see marketing in

schools ). The following is a select list of online articles:y S haron Beder, Marketing to Children (University of Wollongong, 1998).y Miriam H. Zoll, Psychologists Challenge Ethics Of Marketing To Children (American News Service,

2000) y Donnell Alexander and Aliza Dichter, Ads And Kids: How Young Is Too Young? y Rebecca Clay, Advertising to children: Is it ethical? (Monitor on Psychology, Volume 31, No. 8

S ept. 2000) y Media Awareness Network, How marketers target kids

Other vulnerable audiences include emerging markets in developing countries , where the public may not be sufficiently aware of skilled marketing ploys transferred from developedcountries, and where, conversely, marketers may not be aware how excessively powerful their tactics may be. S ee Nestle infant milk formula scandal . Another vulnerable group are mentallyunstable consumers. [14] The definition of vulnerability is also problematic: for example, whenshould endebtedness be seen as a vulnerability and when should "cheap" loan providers be seenas loan sharks , unethically exploiting the economically disadvantaged?



[edit ] Pricing ethics

This section requires expansion .

L ist of unethical pricing practices.

y price fixing y price skimming y price discrimination y variable pricing y predatory pricing y supra competitive pricing y price war y bid rigging y dumping (pricing policy )

[edit ] Ethics in advertising and promotion [ edit ] Content

Ethical pitfalls in advertising and promotional content include:

y Issues over truth and honesty. In the 1940s and 1950s, tobacco used to be advertised as promoti ng health. [15] Today an advertiser who fails to tell the truth not only offends againstmorality but also against the law. However the law permits " puffery " (a legal term ).[16] Thedifference between mere puffery and fraud is a slippery slope : "The problem... is the slipperyslope by which variations on puffery can descend fairly quickly to lies." [17] S ee main article: falseadvertising .

y Issues with violence, sex and profanity. Sexual innuendo is a mainstay of advertising content(see sex in advertising ), and yet is also regarded as a form of sexual harassment .[18] Violence isan issue especially for children's advertising and advertising likely to be seen by children.

y Taste and controversy. The advertising of certain products may strongly offend some peoplewhile being in the interests of others. Examples include: feminine hygiene products, hemorrhoid and constipation medication. [19] The advertising of condoms has become acceptable in theinterests of AIDS-prevention, but are nevertheless seen by some as promoting promiscuity .S ome companies have actually marketed themselves on the basis of controversial advertising -see Benetton . Sony has also frequently attracted criticism for unethical content (portrayals of Jesus which infuriated religious groups; racial innuendo in marketing black and white versions of its PSP product; graffiti adverts in major U S cities ).[20]

y Negative advertising techniques, such as attack ads . In negative advertising, the advertiserhighlights the disadvantages of competitor products rather than the advantages of their own.The methods are most familiar from the political sphere: see negative campaigning .



[ edit ] Delivery channels

y Direct marketing is the most controversial of advertising channels, particularly when approachesare unsolicited. TV commercials and direct mail are common examples. Electronic spam andtelemarketing push the borders of ethics and legality more strongly.

y

S

hills and astroturfers are examples of ways for delivering a marketing message under the guiseof independent product reviews and endorsements, or creating supposedly independentwatchdog or review organisations. For example, fake reviews can be published on Amazon. [21] S hills are primarily for message-delivery, but they can also be used to drive up prices in auctions,such as Ebay auctions. [22]

[edit ] The use of ethics as a marketing tactic

B usiness ethics has been an increasing concern among larger companies, at least since the 1990s.Major corporations increasingly fear the damage to their image associated with press revelationsof unethical practices. Marketers have been among the fastest to perceive the market's preference

for ethical companies, often moving faster to take advantage of this shift in consumer taste. Thisresults in the expropriation of ethics itself as a selling point or a component of a corporate image.

y The Body Shop is an example of a company which marketed itself and its entire product rangesolely on an ethical message, although its products were deceptively characterized and itshistory was marked by misrepresentations [1]. "The Body S hop's only real product is honesty..."(Jon Entine in an ethics audit of the company ).[23] However the story of the Body Shop endedwith increasing criticism of a gap between its morals and its practices. [24]

y Greenwash is an example of a strategy used to make a company appear ethical when itsunethical practices continue.

y Liberation marketing is another strategy whereby a product can masquerade behind an imagethat appeals to a range of values, including ethical values related to lifestyle and anti-consumerism. [25]

" L ibe r ation ma r keting takes the old mass cultu r e c r itique ² consume r ism as confo r mit y ² full y into account, acknowledges it, add r esses it, and solves it . L ibe r ation ma r keting imaginesconsume r s b r eaking f r ee f r om the old enfo r ce r s of o r de r , tea r ing loose f r om the shackles withwhich ca p italism has bound us, esca p ing the r outine of bu r eauc r ac y and hie r a r ch y , getting intouch with ou r t r ue selves, and finall y , finding authenticit y , that holiest of consume r g r ails . " (Thomas Frank )[26 ]

[edit ] Marketing strategy

The main theoretical issue here is the debate between free markets and regulated markets . In atruly free market, any participant can make or change the rules. H owever when new rules areinvented which shift power too suddenly or too far, other participants may respond withaccusations of unethical behaviour, rather than modifying their own behaviour to suit (whichthey might not be able to anyway). Most markets are not fully free: the real debate is as to theappropriate extent of regulation.



C ase: C alifornia electricity crisis , which demonstrates how constant innovation of new marketingstrategies by companies such as Enron outwitted the regulatory bodies and caused substantialharm to consumers and competitors.

A list of known unethical or controversial marketing strategies:

y bait and switch y pyramid scheme y planned obsolescence y vendor lock-in / vendor lock-out y viral marketing / guerilla marketing y anti-competitive practices

C ontroversial marketing strategies associated with the internet:

y search engine optimisation y spamdexing y embrace, extend and extinguish y spyware / adware

[edit ] Further issues in marketing ethics

Marketing ethics overlaps with environmental ethics in respect of waste problems associatedwith the packaging of products. [27]

S ome, such as members of the advocacy group No Free L unch, have argued that marketing by pharmaceutical companies is negatively impacting physicians' prescribing pract ices, influencingthem to prescribe the marketed drugs rather than others which may be cheaper or better for the

patient. [28]

Ethically thinking is responding to situations that deal with principles concerning human behavior in respect to the appropriateness and inappropriateness of certain communication and tothe decency and indecency of the intention and results of such actions. In other words, ethics aredistinctions between right and wrong. B usinesses are confronted with ethical decision makingevery day, and whether employees decide to use ethics as a guiding force when conducting

business is something that business leaders, such as managers, need to instill. Marketers areethically responsible for what is marketed and the image that a product portrays. With that said,marketers need to understand what good ethics are and how to incorporate good ethics in variousmarketing campaigns to better reach a targeted audience and to gain trust from customers.Marketing ethics, regardless of the product offered or the market targeted, sets the guidelines for which good marketing is practiced. When companies create high ethical standards upon which toapproach marketing they are participating in ethical marketing. To market ethically andeffectively one should be reminded that all marketing decisions and efforts are necessary to meetand suit the needs of customers, suppliers, and business partners. Ethical behavior should beenforced throughout out company culture and through company practices.



[edit ] Regulation and enforcement

This section requires expansion .

Marketing ethics and marketing law are related subjects. R elevant areas of law include consumer law which protects consumers and antitrust law which protects competitors - in both cases,against unethical marketing practices. R egulation extends beyond the law to lobbies, watchdog

bodies and self-regulatory industry bodies.

y Advertising regulation y Consumer protection

SPSS DATA ANALYSIS-

Many have never heard of SPSS but if you are a college student there will come a timewhen you will have no choice but to learn it and learn it quickly. SPSS is a very effectiveand efficient way to analyze data. Data can be a number of things including theinformation used to put together a survey or any time that numbers need to becrunched.

Difficulty: Moderately Challenging

Instructions

Things You'll Need:

y The disc downloaded to your computer.

1. Step 1

Start SPSS. Go to Windows Start menu and choose Programs, and the SPSS for

Windows. Then the Data Editor window will open.

2. Step 2

Appearing in the list boxes will be the variable names. Often it is best when thesevariable titles are in alphabetical order so you may have to change the order. Fromthe menu choose Edit then Options, then go to the General Tab and select Displaylabels in the Variables list group. Select Alphabetical and then click OK twice.



3. Step 3

Open a Data File. From the menu choose File, Open, Data. The Open File box willdisplay. Double click Tutorial folder, double click sample file_folders, click the filedemo.sav, click Open. From the menus choose View and then Value Labels.

4. Step 4

Run an Analysis. From the menus choose Analyze, Descriptive Statistics, thenFrequencies. The frequencies dialog box will be displayed and the icons will providethe information needed about the data type and level of measurement.

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y SPSS is a complete and comprehensive system for analyzing data. SPSS can take anytype of file and use the information to tabulate reports, charts, plots, and trends

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