Critically discuss the reasons why location has again become a Essay - 2

Critically discuss the reasons why location has again become a critical issue in explaining the global competitiveness of firms - Essay Example However, as part of the marketing mix, promotion has historically been most effective in differentiating one company from another in competitive marketplaces. Place, as part of the marketing mix, refers to â€Å"the location at which the activity takes place, or the distribution channel by which the product is made available to consumers† (Haugtvedt, Herr and Kardes, 2008, p.28). As a means to avoid costs, some companies are reverting back to more traditional elements of marketing by focusing on aspects of place in order to differentiate the business from competitors. Further, place is improving competitiveness in global companies because it improves community and consumer relationships, as well as giving businesses a positive identity in local markets with unique cultural values and preferences. This paper discusses the importance of place in securing global business competitiveness. Customers in many different industries and different market environments want extra value when buying products. This seems to be an evolution which has occurred with the growth of competition and the need to offer incentives to customers in order to differentiate the business and make it appear to provide more value than competing firms. In order to provide this value, companies should â€Å"beautify marketing and gain the upper hand with customers† (Brandweek, 2004, p.25). Beautification of marketing refers to aesthetics and incorporating content which provides perceptions of value from target consumers. Appealing to consumer values related to aesthetics is not an easy task through regular advertising and other visual promotions, therefore markets which appreciate the aesthetics of a shopping experience can be exposed to place marketing. For example, companies which offer household goods to consumers might have a business model which supports stand-alone retail stores design ed with more expensive architectural materials, such as marble or

Case study Example | Topics and Well Written Essays - 750 words - 33

Case Study Example Britt might be compelled by the culture in the company, as informed by Sue, regarding the information provided by George. In the case, George is willing to disclose and use insider information for the company to present a winning bid, probably at a fee. The returns of the act might be big, but the acts of ensuring the tender wins are unethical. In this regard, Britt is entitled to at ethically, and avoid getting involved in the acts. As a matter of fact and responsibility, she is supposed to disclose such information to the management. The hardest part would be such disclosure as the ethical misdemeanor is led by the team leader, whilst the management can compromise such information to get the tender. Notwithstanding, Britt should go ahead and do the right thing, hoping for the best possible response from the company. As an ethics officer, it is vital to discuss the belief of discussing a pending proposal with a decision making team. The issue is hard to tackle, but very vital and relevant to the parties, as it tries to curb future malpractices. Ethical malpractices if discovered may make a company less appealing to the essential stakeholders, making it lose profitability. One way of communicating the issue to the firm is by engaging the workers in a one on one discussion. As an officer, one can approach the employees on a personal basis and enlighten them on the ills on such a behavior. The officer can research for various cases that negatively affected other companies and effects on individuals of such companies. Such information will be vital in ensuring that the employees are conversant with challenges of unethical practices and thus try to refrain from the same. Another practical way of ensuring that the employees of such a firm are addressed on the issue is organizing conferences. Such conferences should be well tailored to handle ethical issues and if necessary other issues on good corporate responsibilities. Such a move, even though initiated by an