Marketing in Canada Essay Example | Topics and Well Written Essays - 750 words

Marketing in Canada - Essay Example The proposed research paper will attempt to analyze the predominant themes in American marketing, and determine to what degree those themes continued to be used in the Canadian context. As a tentative thesis, this paper presumes that marketing strategies in Canada will, to a great extent, largely resemble marketing strategies that would be used in similar situations in America, and that firms that have both American and Canadian wings do not significantly alter their marketing strategies when advertising similar products or services on both sides of the border, an indication that such marketing strategies retain much of their effectiveness. OVERVIEW OF EARLY FINDINGS As a preliminary step to research, the author evaluated several marketing campaigns launched across both the United States and Canada, from companies with similar placements. At this stage apples-to-apples comparisons of marketing campaigns within a company (the way Ford markets a truck in the United States vs. Canada, f or instance), to attempt to control for the fact that a single company might choose to use similar marketing strategies simply as a cost-saving measures. Research was also conducted into marketing theory, looking into publications that de facto target a US audience as well as explicitly Canadian marketing publications. Throughout this process, some major themes in American marketing have become apparent: gender, patriotism, and technology. Most major marketing campaigns include one of these things to some degree or the other. GENDER Gender plays a major role in many marketing campaigns. Marketers try to connect many different products to the proper performance of gender. This is most clearly demonstrated through explicitly gendered products, such as Dove's normal line versus it's â€Å"Dove for Men† line, which promotes cleanliness as a masculine virtue rather than a feminine one, as is normally shown through marketing in their traditional line. This pattern is also apparent in non-gendered products: beer advertisements for men and for women will be very different from each other, despite being the same product and having many of the same benefits. Gender performance in the United States and Canada are very similar to each other, and one would expect marketing campaigns to feature gender in a similar way. PATRIOTISM Patriotism is rarely expressed explicitly, e.g. â€Å"it is the right thing for your country to buy this product,† - more often patriotism is invoked through connecting the product with demonstrated values of the country, such as strength or constancy, or it is made of products originating in the country. TECHNOLOGIES Technology is the area that might feature a stark difference between Canadian and American strategies. Though the United States, like most developed countries, is increasingly technology heavy, Canadians have proven to be more adept at adapting to social media than Americans. There is a higher percentage of Canadians who have adapted to social media, especially Facebook and Twitter, and they incorporate both of those technologies into their life faster. This might mean that companies need to put greater importance to social media in their

Service Management Essay Example | Topics and Well Written Essays - 1250 words

Service Management - Essay Example The organizations that deal in banking, hospitality and consultancy amongst others are all included in the services sector (1). The importance of services in the industrialized economies has constantly been ignored. There are many services in that are not taken in to account, mainly in the agricultural and the industrial sector, which are not viewed as contributors of services to the economies. However, they contribute to the service sector in an unseen manner (2). Consumers are usually concerned with the amount of satisfaction derived from the services offered. It is important for service providers to understand that value is of utmost importance if they have to excel in the business of service marketing. The service perspective is important in the accomplishment of satisfaction amongst the consumers. This is an aspect of marketing whereby marketers ensure that a number of services are provided for the customers to make a choice. This is important for the business in order to ensure that it has a competitive advantage over other service providers, thereby increasing the sales volume. Service perspective involves the engagement of people who are capable of offering the most efficient services to customers in order for them to get motivated to come back for more. This is a significant tool for ensuring that customers build trust in the service provider. Apart from increasing the competitive advantage of the service provider, it helps in encouraging the customers to buy more and also encourage new customers to the business. The reputation of the business is improved, and customers do not complain in regard to the services offered to them. Adopting the service perspective is significant in reducing the cost of production, since acquiring new customers is usually difficult and costly. It therefore plays a significant role in maintaining