Ch. 12-Services and Nonprofit Organization Marketing

Nonprofit organization is an organization that exists to achieve some goal other than the usual business goals of profit, market share, or return on investment

Coca-cola foundation a non-profit organization was created in 1984. The Coca-Cola Foundation partners with nonprofit organizations worldwide that address community needs and priorities in a meaningful way. The Foundation supports programs that focus on one of the following four categories:

• Water Stewardship promotes access to clean water and sanitation, watershed protection in water-stressed regions, utilization of water, and water conservation.
• Healthy and Active Lifestyles supports physical activity and nutritional education programs, programs that motivate behavior modification, and programs that encourage lifestyle/behavioral changes.
• Community Recycling addresses litter abatement efforts, recovery and reuse, community recycling awareness, and research and innovation.
• Education focuses on scholarships, school drop-out prevention, access to education programs, and other education initiatives.

Ch. 11- Developing and Managing Products

Many companies attempt to introduce new products to sustain growth and profits.
a company first forms a new product strategy by outlining the characteristics and roles of the future product. Ansoffs matrix is a useful way for understanding a company's product range. this compare developing new products in new markets.

COCA-COLA DEVELOPING PRODUCTS STEPS

1.  Market penetration: Selling more of the same types of the same products to the same type of people.
2. Product development: Building existing relationships with consumers and on creative ability to develop new products suited to consumer wants.
3. Market Development: Developing an existing product to cater for emerging markets.
4. Diversification: Developing new products for new markets.

Coca-Cola Market Development

Ch. 8 - Segmenting and Targeting Markets

A market is a organization or people with needs or wants and the ability and willingness to buy. within in the market is a market segment which is a subgroup of people or organization sharing more than one characteristic that cause them to have similar product needs. within in the market segment is market segmentation which is the process of dividing a market into meaningful, similar, identifiable segments or groups. When Segmenting a market many factors come in play. for example like geographic factors and demographic factors. geographic factors relate to regions country of the world ,market size  and climate. demographic factors relate to age, gender, income, ethnic background and family life cycle.



Coca-Cola is sold all over the world so there is no specific Geographic segmentation. One thing is the flavor of Coca-cola differs in different countries. For Demographic Segmentation Coca-cola does not really have a specified target. Coca-cola Is targeted to nearly all ages, gender, income and ethnic background.
Coca-Cola Positions its product as refreshing in thirst quenching. The product has been said to bring joy. the product is linked with having good time with friends and family and enjoying life.  its also been marketed as a high quality drink.

Ch. 15- Marketing Communications

 Media is one of the most effective Advertisement used in marketing a product or service. There are three types of media mentioned in this chapter. Paid media, Earned Media, and owned media. Paid Media is a promotional tactic based on traditional advertising model whereby a brand pays for media space. Earned Media is a promotional tactic based on a public relations or publicity model that gets customers talking about products or services. Owned Media a promotional tactic based on brands becoming publishers of their own content in order to maximize the brands value to customers. Coca-cola uses a mix of all three. Cola-cola use paid media when posting banners all around the country or sponsored ads in movie theatre's or even in movies. Coca-cola uses owned media when posting on their social media websites such as twitter, Facebook, or their original coca-cola sites. this is used to create publicity for the product and to get people to talk about it. Social media can also be a part of earned media. 

Ch. 10 - Product Concepts

Coca-cola is one of the biggest drinks manufacturing company in the world for over 150 years. The company developed many products besides coca-cola. Product Mix is all the products that a company sells. Coca-Cola happens to sell a variety of products ranging from soft drinks, tea, water, energy drinks, and juice. There Are Many products with in the product line. A product line is a group of closely related product items. Coca-Cola offer thousands of drinks across the world

Ch. 17 - Personal Selling and Sales Management

Relationship selling is a sales practice that involves building, maintaining, and enhancing interaction with customers in order to develop long-term satisfaction through mutually beneficial partnership. Although Coca-cola does not sell directly to the consumers it does have a method in which the company keeps in touch with consumers.this is called identifying the customer relationships. Coca-Cola uses the knowledge management process. the process is learned information from customers is centralized and shared in order to enhance the relationship between the company and consumer. Coca-cola use social media to directly answer questions or problem concerning the product. 

Ch. 16 - Advertising, Public Relations and Sales Promotion

Advertising is promoting a product to the public through paid announcements. companies spends lots of money to promote their product or services.There are many types and ways of advertisements. For example advertising appeal happens to be one. Advertising appeal identifies a reason a person should buy a product. The Common forms of appeal is Profit, Health, Fear, Admiration, Convenience, Fun and Pleasure, Vanity and Egotism, and Environmental Consciousness. Part 2 of advertising is is executing the message that is being advertised. execution style consist of slice-of-life, Lifestyle, Spokesperson, fantasy, humorous, mood or image, musical and more. My Company uses many different types of advertising appeal but the most frequently used for appeal is admiration, fun and pleasure. coca-cola commercial catches attention using celebrities to promote their product. the execution style that is mainly used is slice of life, musical, mood or image. coca-cola depicts real life situation in slice of life for example like sitting on the train drinking a coca-cola or walking down the street or even sitting down with a group of friends enjoying a coke. coca-cola commercials in the 1970's used musicians to promote world peace using people of different races and background in the commercial singing a peaceful song. the media types used are television, internet, radio.