The Application of Marketing - PARTA -The tools of Marketing Essay

The Application of Marketing - PARTA -The tools of Marketing - Essay Example For example, advertising is a powerful means to reach out to customers, but it is expensive and needs to use the right media and the right message for effective results on the vast resources expended on it. Public relations is a more subtle approach useful in managing issues of public concern and top level messages, but suffers from the deficiencies of requiring professional support and difficulty in evaluating its impact. Sales promotion is an effective means of addressing a particular target market, whose impact on the objective of increased sales can be measured, and enhances sales channel commitment to the product. However, it suffers from the deficiencies of forecasting problems, with the effect being only as long as the sales promotion lasts and the possibility of brand devaluation, particularly if price is a part of the sales promotion strategy. Yet, when used in conjunction these tools of marketing can be an effective to achieving the marketing objectives for a product (Cheve rton, 2006). In 2003, Coca-Cola along with its competitor Pepsi ran into trouble on India, when the environmental NGO, Centre for Science and Environment (CSE report) released a report that the presence of pesticides in the soft drinks exceeded the European standards (Vedwan, 2007). Coca-Cola attempted to negate the effect of this accusation by running advertisements using film stars to indicate that their production infrastructure and methods provided soft drinks that were pure for consumption. In addition they ran a sales promotion campaigning giving 50 ml more of soft drink at no extra cost. These efforts failed, though Coca-Cola was not at fault for the CSE report on the presence of pesticides in the soft drinks and their market share dropped. There was more faith in the non-profit making report than in the claims of the profit making multi-national giant and went to show the inept

Compare and Contrast the Spaniards' Attitudes toward the Native Essay

Compare and Contrast the Spaniards' Attitudes toward the Native Culture and People They Encountered with the Aztec - Essay Example The modern appreciation of historical facts gave birth to a thorough analysis of the events of the past and what the Western historians were at times unable to point out or those that were dismissed. Essentially, there were things that must be taken into consideration. â€Å"The conquistadors caught a fleeting glance of a civilization with a theology and symbolism as complex as contemporary Catholicism† (Fagan, p.343). The full understanding of any story must involve weighing in all possible accounts of what took place. It cannot be limited to an assertion inferred as fundamental facts. The same goes for a deeper understanding of the Conquistadors arrival and their colonization of the Aztecs. Limiting to the Spaniards’ accounts and personal inclinations gives rise to bias so that revisiting the available accounts of the natives must be integrated. This illuminates any historical reading to have an impartial assessment to reconcile facts from fiction. What Bernal Diaz pr ovided in â€Å"The True History of the Conquest of New Spain† was a personal account of the battle with the Aztecs. It was a vivid narration that aims to disclose the true occurrences of the battle to provide for a more genuine description to put to rest all other claims proliferated by others. It contained detailed descriptions of the practices of the actual encounter. The most graphic were the practices of the natives on their captives, â€Å"with stone knives they sawed open their chests and drew out their palpitating hearts and offered them to the idols that were there, and they kicked the bodies down the steps, and Indian butchers who were waiting below cut off the arms and feet and flayed (the skin off) the faces† (Diaz, n.p.). The autobiographical account described the cannibalistic practices of the natives. The cries of the people on the destruction of their city, though veiled through the words of Diaz, seem to be valid reason for their anger. The people soug ht for the reconstruction of what they have lost. Diaz, as Wyman noted in her introduction came from a more deprived background wherein his venture into foreign land was for personal gain. The mind of a soldier and his hardships primarily regulate his point of view. The brotherhood among soldiers and their sufferings would be most palpable to him. This is apparent in the account as a strict narrative of a battle. This particular endeavour was the principal reason for his ascent into the social strata which maintains his courageous stance amidst the difficulties. Inadvertently, Diaz divulged Aztec practices such as how women helped the men by making their crude weapons including the preparation of the stones for their slings and in the sounding of the devices. In contrast to the narrative of Diaz, Hernan Cortes presents to the monarchy a descriptive account of the city of Temixtitlan under Moctezuma. He illustrates a place filled with life and vitality. It is one where there are soci al centers filled with economic growth. The market is filled with products and various trades. There are also specialized shops such as apothecaries and an indication of medicinal application including the sale of much sought after herbs and spices. â€Å"This Province is in the form of a circle, surrounded on all sides by lofty and