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Explores how the earliest printers moulded demand and created new markets and argues that marketing changed what was read and the place of reading in sixteenth-century readers' lives, shaping their expectations, tastes, and their practices and beliefs.

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Marketing is a crucial function within businesses that involves activities aimed at promoting and selling products or services to customers. Here’s an overview of what marketing encompasses: Definition of Marketing: Marketing can be defined as the process of planning, executing, and managing activities that facilitate the exchange of goods or services between producers (companies) and consumers (customers). It involves understanding customer needs and preferences, developing products that meet those needs, determining pricing strategies, promoting products through various channels, and ensuring products are available to consumers at the right place and time. Key Elements of Marketing: Market Research: Gathering and analysing information about consumer needs, preferences, behaviours, and market trends to identify opportunities and make informed decisions. Product Development: Creating and designing products or services that satisfy customer needs and differentiate them from competitors’ offerings. Pricing Strategy: Determining the optimal pricing strategy based on market research, competitive analysis, cost considerations, and perceived value to customers. Promotion and Advertising: Developing promotional campaigns and advertising strategies to communicate product benefits, build brand awareness, and persuade customers to purchase. Distribution and Sales: Planning and managing the distribution channels (retailers, wholesalers, online platforms) to ensure products reach customers efficiently and are available where and when they are needed. Customer Relationship Management (CRM): Building and maintaining strong relationships with customers through personalized communication, customer service, and loyalty programs to enhance satisfaction and retention. Importance of Marketing: Business Growth: Effective marketing drives sales and revenue growth by attracting new customers, retaining existing ones, and expanding market reach. Competitive Advantage: Well-executed marketing strategies differentiate products or services from competitors and position the brand as a preferred choice in the market. Customer Insights: Market research and customer feedback obtained through marketing activities provide valuable insights for product improvement, innovation, and addressing changing market demands. Brand Building: Marketing builds brand equity by enhancing brand awareness, perception, and reputation among consumers, which influences purchasing decisions and supports long-term business success. Marketing Strategies: Digital Marketing: Utilizing online channels such as social media, search engine optimization (SEO), content marketing, and email campaigns to reach target audiences effectively. Segmentation and Targeting: Identifying specific customer segments with distinct needs and preferences, and tailoring marketing efforts to address those segments effectively. Integrated Marketing Communications (IMC): Coordinating various marketing channels and messages to deliver a unified and consistent brand experience across platforms. In summary, marketing is a dynamic and multifaceted discipline essential for businesses to understand, attract, satisfy, and retain customers. It plays a pivotal role in driving business growth, enhancing competitiveness, and building strong customer relationships in today’s competitive marketplace.

Seminar paper from the year 2020 in the subject English Language and Literature Studies - Other, grade: 2,3, , language: English, abstract: How do Corning and Schott inform intended customers about their products? How do they influence the customer to purchase them? The two companies, both producers of glass and ceramics, one American, Corning, dating from 1851, and the other German, Schott, dating from 1884, have long commercial histories and have survived the forces of politics and economics as technological innovators. Each is internationally competitive in the field of cover glasses for portable electronic devises. Corning became dominant in this field as the developer of Gorilla Glass which has been used by Apple in the iPhone since 2007. Schott entered the cover glass market in direct competition with Corning in 2012. Schott, experienced with the production of ultra-thin glass (UTG) since the 1990’s, released its UTG products under the Xensation brand name, Up, Flex, and 3D. Marketing and advertising play vital roles in this process. The importance of language in marketing and advertising messages will be described and brand names and brand name slogans will be analyzed from a linguistic perspective. The impact of 1.5 billion World English speakers on Corning and Schott advertising messages, a term referring to the language and images used in any form of advertising will be considered. Companies use press releases to better inform customers about their products by providing greater details about the products. The analysis of the press releases will focus on the adjectives used as modifiers by Corning and Schott in a small case study. The focus on adjectives is important because adjectives distinguish the product, carry the most meaning about the product and can be used to create a positive image about the product for the intended customer. It is difficult to draw a representative conclusion based on the scope of the case study as only a small number of press releases were examined. However the analysis does reveal the values and attributes that each company attempts to communicate about their product. This paper will propose that Corning’s usage of adjectives differs from Schott’s usage of adjectives.

Includes index.