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New Releases - Marketing

New Releases - Marketing


By Stephen Tharrett

In the current marketplace, having a differentiated brand promise on which a health/fitness club can consistently deliver can be the difference between success and mediocrity for that facility. Branding: Establishing a Promise That Engages the Emotions provides an insightful overview concerning how a health/fitness club can establish, message, and deliver on a differentiated brand promise. The DVD also defines the five major emotional promises into which most club brands fall as well as details the five keys to building and sustaining a great brand.

Among the topics covered:
  • What is a brand?
  • Brand value
  • Brand presentation
  • The nature of a brand's power
  • Keys to building a great brand

    DVD / 2013 / 65 minutes

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    By Guy Dineen

    Digital Marketing presents an overview of the basic factors involved in how health/fitness clubs can leverage marketing medium to communicate with their members, as well as with prospective members. The DVD explains how consumers use the Internet to search out their choices and how this situation can affect a club's digital marketing strategy. The DVD also details how clubs can develop an effective digital marketing strategy, even on a relatively limited budget.

    Among the topics covered:
  • Understanding the Digital Consumer
  • Steps to Building Marketing Strategy
  • Search Advertising
  • Organic Search
  • Landing Page
  • Social Media
  • E-mail
  • Content
  • Your Website

    DVD / 2013 / 50 minutes

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    By Bill McBride

    Establishing a Powerful Online Presence features an overview of the basic factors involved in successful social media marketing. The DVD discusses why this particular marketing platform can be so effective in the health/fitness club industry. The DVD also looks at how digital marketing and selected social media channels can be used to further a club's brand and its online connection. In addition, the DVD reviews online deal purchasing and explains how it might fit into a club's operational strategy. The DVD also details how clubs can combine various social media to maximize their marketing efforts.

    Among the topics covered:
  • Brick Marketing
  • Trending
  • Search, Listings, & Reputation Management: Why Is This So Important?
  • Define your key marketing objectives
  • Marketing tactics
  • Social Media Key Guidelines
  • Referrals, recommendations & revenues
  • Social media combined tactics

    DVD / 2013 / 74 minutes

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    Everybody loves celebrities. Marketing experts and brands have long known this and have used celebrities endlessly as a tool to attract customers and sell products. On this episode of Mark It, find out what are the benefits and risks for a brand when being endorsed by a celebrity. Why does is work? How does it work? Is it always successful? Find out how brands can choose the right celebrity for a brand and what happens when the branded personality goes off the side of the road.

    DVD / 2013 / (Senior High - College) / 25 minutes

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    In the past, brands pushed out messages that came across as certainties and the customers obliged, buying more and more products. Then came the time of 'the customer is always right', but no one truly believed he was (brands just wanted to reach further). During the 1990s, companies realized that customers were no longer sticking around and that they were no longer blindly following their lead. As the Internet and social media flourished, new and better opportunities to improve customer service appeared. In today's increasingly connected world, the customer is king and brands need to accept that they no longer are in control. Brands can no longer de defined top-down.

    DVD / 2013 / (Senior High - College) / 25 minutes

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    The past few years have been all about social, digital and online. The future doesn't seem to show any signs of changing that. In today's world, 65% of consumers report having had a digital brand experience that has changed their opinion of a brand. And 97% say that their digital brand experience influenced whether or not they eventually purchased a product or service from that brand. Digital is not just another platform to push out messages; digital is a way of life in which total control over your brand is not possible. This episode of the lessons from the digital world. The advantages of digital-born companies, why offline can't stand alone anymore and the companies that are beautifying the web.

    DVD / 2013 / (Senior High - College) / 25 minutes

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    When we were children, we learned the alphabet by singing along, pretended to be superheroes that saved the world, played videos games, cards, role-playing; and then, one day, we stopped playingíK or did we? The explosion of social networks and the tsunami of new interactive channels for communication that have risen in the past few years have radically changed the way in which people interact, engage and relate to brands (and with each other). Some companies have seen the need to pull away from traditional selling messages towards more interactive experiences that relate to consumers personal lives. Find out how game mechanics and game thinking can help drive innovation, loyalty and even sales.

    DVD / 2013 / (Senior High - College) / 25 minutes

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    Glaciers are melting, sea levels are rising, the weather is becoming more extreme, and we're seeing floods and droughts more often. There is no doubt; the world is changing, your customers are changing, you are changing. We are in strife and risk not having much of a future, and yet, how much are we really doing about it? Corporations talk about optimizing resource use, saving energy and reducing greenhouse gas emissions to stop worsening climate change. They start to promote hybrid cars, plant-based detergents and new technologiesíK but how much do they really intend to change, and what do plants have to do with marketing?

    DVD / 2013 / (Senior High - College) / 25 minutes

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    Women buy or influence the purchase of 85% of all consumer goods and services. The rise of female consumer power is changing the ways companies design, make, and market products. But are marketers sure of what matters? Do they know what women want?

    DVD / 2013 / (Senior High - College) / 25 minutes

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    By the end of 2011, there were more than 5.8 billion mobile phone subscriptions in the world. Mobile is the first and only technology that reaches everyone. Mobile devices have already outnumbered landlines five to one (and even personal computers and televisions three to one). There's no other technology that has become so widespread so quickly in the history of humanity. Texting, mobile sites, apps, banners and much, much more. Discover how to make the most out of your communication efforts, what people expect to see from brands and what will happen next as consumers increasingly rely on their mobile devices to shop, learn, research, play and engage.

    DVD / 2013 / (Senior High - College) / 25 minutes

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    In 1983, the first mobile device was launched. The Motorola Dynatac 8000x was a heavy, brick-like device that was íV well - not very mobile, but still caused a great sensation. Since then, thousands of models appeared and in just a few years cellphones decreased in size and weight and went from being a luxury device to a mainstream commodity (and eventually becoming the most rapidly adopted technology in human history). Today, everything is a couple of buttons away. By 2015, there will be more than one mobile device per person on earth. Your customers are already mobileíK are you?

    DVD / 2013 / (Senior High - College) / 25 minutes

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    Marketing has always been closely related to psychology. It is the art of persuasion. Everyone wants to find new methods of making people do and buy stuff. In the past decade or so, marketing experts have become more and more passionate about the human brain and are trying to figure out how neuromarketing can help build the brands of the future. Neuromarketing has proven that in order to sell, you need not to sell products, but rather seduce your consumer.

    DVD / 2013 / (Senior High - College) / 25 minutes

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    An exploration of what most marketers would regard as the most important element of the Marketing Mix: Product.

    PART 1 (15 mins): All About The Marketing Mix: Product. An introduction into the essentials of "product". What is value analysis? How is it done? What is the product life cycle? How can a business extend the life of a product? What is meant by brand extension? Also includes the Boston Matrix as a way of analysing a product portfolio.

    PART 2 (8 mins): Case Studies In Value Analysis. Apple iPad compared to the Panasonic Toughpad. Tesco's Everyday Value range.

    PART 3 (8 mins): Cash Cows, Stars & Dogs: Coca Cola is the cash cow that has funded new products, including "dogs" such as New Coke and Dasani in UK. Apple's come-back cash cow was the iPod, but that has been superseded by iPhone and iPad. McCain Foods' Oven Chips are the cash cow that has funded many variants.

  • Value Analysis
  • Product Life Cycle
  • Product Portfolio
  • Boston Matrix
  • Product Differentiation
  • Brand Extension/Product Extension

    DVD / 2013 / 31 minutes

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    PART 1 (7 mins): Extension Strategies: Skoda: how did Volkswagen reinvent the Skoda brand? Famous Failures! How some brands went "a stretch too far", including Harley Davidson perfume, yoghurt from Cosmopolitan magazine and mountain bikes from gun makers Smith & Wesson.

    PART 2 (9 mins): Long Lives, Short Lives, Reincarnations: The Mars bar. What is the secret of its longevity? Cadbury's Fuse went off like a rocket but fizzled out íV but Wispa came back from the dead. Lyle's Golden Syrup has hardly changed in 100 years!

    PART 3 (6 mins): New Product, Same Brand: Call Of Duty is the masterbrand for a range of products íV critics accuse Activision of "diluting the brand". Activision says: just look at sales! Special Editions is another way of getting new life out of an old product íV but for the Queen's Jubilee 2012 not everyone was amused.

  • Extension Strategies
  • Famous Marketing Failures
  • Long Lives, Short Lives, Reincarnations
  • Masterbrands

    DVD / 2013 / 22 minutes

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    PART 1 (15 mins): Pricing Strategies. Price & income elasticity of demand explained. Also covered: penetration, promotional and premium pricing, with examples. What is meant by "skimming the market" and "price discrimination"?

    PART 2 (18 mins): Pricing Case Studies. The recession and rising costs has hit the catering trade: how does this affect pricing strategies? Innocent Drinks once commanded a premium price, but have new products undermined their usp? 99p Stores have used price as a strategic weapon, and are benefiting from recession. Ryanair had also used price to gain market share and as a brand identifier. Diesel uses its brand image to charge premium prices. But price can have damaging social effects: we look at cheap alcohol sales in supermarkets and energy sector pricing. Is it effectively a monopoly?

  • Pricing Strategies
  • Price & Income Elasticity Of Demand
  • Penetration Pricing
  • Promotional & Premium Pricing
  • Skimming
  • Price Discrimination

    DVD / 2013 / 33 minutes

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    By Stephen Tharrett

    More than ever before, the success and profitability of a health/fitness club depends on its ability to succinctly communicate the value of its brand to the marketplace. Marketing: Communicating Your Brand's Value Proposition discusses the keys for a health/fitness club in order to establish, implement, and execute an effective marketing strategy that cogently messages its brand promise, as well as attracts prospective consumers. The DVD also explains how clubs can make sure that their marketing message and marketing tools align with their brand promise and audience.

    Among the topics covered:
  • What is marketing?
  • Marketing strategies
  • Print advertising
  • Direct Mail
  • Buzz Marketing
  • Internet & Social Media

    DVD / 2013 / 62 minutes

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    With the emergence of social media technology and the Internet now dominating global communication, this expert-led program for upper secondary and higher-education viewers shows why online marketing is a vital part of every business model. Director of 2 Sticks Digital, Tim Martin, and the University of Melbourne's Dr. Brent Coker, explain concepts such as Search Engine Optimisation, Pay Per Click, viral and email marketing, as well as how to implement and measure an online marketing campaign. While online success is difficult to predict, viewers will learn that innovative and flexible marketing strategies are crucial to surviving in the digital world.

    Please contact us for primary and secondary schools pricing.

    Note : The above titles may have some territorial restrictions. Please feel free to send us an enquiry.

    DVD / 2012 / 18 minutes

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    Public relations (PR) agencies persuade the public to have good relations with a business, brand, organisation or celebrity. Big business lives and dies in the public arena, where PR can mean the difference between astronomical successes and dismal failures. In this enlightening program, PR experts Leigh Debbage, Senior Account Manager at Premier PR, and Grant Titmus, Principal at Red Agency, offer their unique insight into the inner workings of the PR industry. We define PR in the modern context, examine how PR agencies get to understand publics, join in the PR campaign, observe the challenges of crisis management, and reflect on the future of PR.

    Please contact us for primary and secondary schools pricing.

    Note : The above titles may have some territorial restrictions. Please feel free to send us an enquiry.

    DVD / 2011 / 20 minutes

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    This program explores how businesses develop and protect business ideas. Split into three defined sections and including input from new and established entrepreneurs including Philip 'Pantsman' Taylor, Sir James Dyson and leading patent lawyer Carin Burchill, the programme looks at sources and development of business ideas, spotting trends and finding a niche market, copyright and patents and trademarks.

    DVD / 2010 / 30 minutes

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    This film explores how technology has driven marketing over the past 50 years, from the golden age of television ads to the internet revolution of today.

    HISTORY: Marketing has been around from earliest times. But it was the industrial revolution which brought mass consumption, mass production and the mass media. In the twentieth century marketing came of age, promising endless growth and prosperity. But the market economy also brought boom, bust and environmental disasters.

    TELEVISION: The 1960s saw the beginning of a "golden age" of television advertising. By the end of the '60s, 80% of the market could be reached through three single commercials in prime time television. Ads for Cadbury and Coca-Cola had a huge impact. In recent years the explosion of TV channels has changed the marketing landscape. But TV remains important. Ads have become longer - 60 second dreams and "mini-masterpieces" for companies like Guiness and Honda.

    DIGITAL MARKETING: The internet now makes possible relationship marketing. Customer service has become an essential part of the "brand experience". The internet allows producers to know more about their customers than ever before - but what about personal privacy? Direct marketing has gone digital - but this creates problems of junk emails and spam. Social networking, twitter, blogs and viral marketing are all vital marketing tools.

    THE DOWNSIDE: The digital revolution gives customers more input into the brands and products they buy. But the history of marketing is one of deception and lies. Is it leading to growing levels of mental illness as people confuse their real needs with things they simply want?

    DVD (With CD-ROM) / 2010 / 30 minutes

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    The four Ps of the marketing mix - product, promotion, price and place - are still seen as the basis of marketing - but how relevant are they today? Using case studies of companies large and small this film explains and explores each of the Ps.

    PRODUCT: Brompton Bicycle is a manufacturing company based in London. The secret of their success is an iconic product, "hand-built" for its customers. Divine Chocolate makes much of its fair trade credentials - but marketing-wise the product comes first - people won't buy it if they don't like taste. Meanwhile, taxi firm Climatecars sells not a product, but a service - its USP is being green, but quality and consistency are major priorities.

    PROMOTION: Television advertising is still the big promotional tool - but beyond the budgets of many companies. Divine has to target its advertising spending and employs shock tactics - going against the cliche. Another useful form of promotion for companies with limited budgets is pr - public relations. But it's not just the small companies - Virgin has been enormously successful at getting free publicity.

    PRICE & PLACE: "Place" Is WHERE you sell your goods - and this is changing. The internet now makes possible more targeted and niche marketing. For Brompton Bicycle choosing the right dealers is critical. Pricing, too, is key for all companies - and needs careful attention. Market pricing and cost plus pricing are two key approaches. But how relevant is the classic marketing mix these days? Some marketers want to combine the Ps for product and price into a new P - P for the proposition.

    DVD (With CD-ROM) / 2010 / 30 minutes

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    All marketing starts with a product. But beyond the product is the brand. Vast sums are spent in creating and maintaining brands. But what is a brand? And why do some brands succeed and some fail?

    SUCCESSES: Brands speak to people in a way that products don't - they have a personality, a style. One of the big brand success story is Innocent Drinks. In just 10 years Innocent's sales went from nothing to over óG100 million. Meanwhile Coca-Cola has used its brand to conquer the world - despite its product being little different from the competition. But the UK has its own long-lasting brands, too - like Cadbury's. What's the secret of their success?

    SURVIVORS: John Lewis is a good example of how brands can survive - it's a question of keeping true to their core values. But as companies getting bigger, this gets harder. And is there a danger in losing sight of the importance of simply having a good product? Brands can be damaged, too. Did Innocent damage its brand when it sold part of its ownership to Coca-Cola? And what about the spectacular problems of Ratners, BP and Toyota? Some brands go on and on however bad their media coverage - like Coca-Cola.

    THE BIG LIE: Companies like Divine Chocolate have found success through its ethical fair trade image. But ethics are often more about image than reality. Can companies like oil giant BP really claim to be green? And are brands deceiving us in a more profound way - making us believe we're inadequate without them? Psychologist Oliver James believes they're literally driving us mad.

    DVD (With CD-ROM) / 2010 / 30 minutes

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    Every day we are exposed to about 3,000 advertisements - that's 84,000 advertisements a month on over a 2 million different products each and every year. In this hectic market we often put our faith, and our money, in something more than a single product - we put them in a brand. In this engaging Australian-made, curriculum fit program we look at what a brand is, the power of branding, what makes up a brand, the evolution of brands, and influences on brands. We also speak to Erminio Putignano from Futurebrand, who highlights some great examples of successful branding.

    Please contact us for primary and secondary schools pricing.

    Note : The above titles may have some territorial restrictions. Please feel free to send us an enquiry.

    DVD / 2010 / 27 minutes

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  • Interviewer Peter Quarry

    Peter Quarry interviews Carolyn Stafford, Director, connectmarket.com.au

    It's no surprise that a great product or service will be overlooked without effective marketing. Yet many businesses don't make the most of their marketing spend.

    In this program, Carolyn Stafford discusses ten common marketing mistakes and the importance of the customer value proposition. The tips and traps outlined here will save your business time and money by avoiding poor or ineffective marketing activities.

    Training Points
  • 1. Understand the big picture
  • 2. Avoid the scattergun approach
  • 3. Manage the marketing budget
  • 4. Consider client target market
  • 5. All staff can help grow the business
  • 6. Effective communication internally and externally
  • 7. Make sure you do networking
  • 8. Seek professional help
  • 9. Be creative to adapt quickly
  • 10. Invest in the internet

    DVD / 2009 / 17 minutes

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    Featuring: James Hollingshead, PhD

    Program Highlights
  • Segmenting customers by behaviors, rather than by beliefs or attitudes.
  • Customer profiles that explain the behavior you are targeting.
  • How to create a map that your sales force can use for closing deals in new markets.

    Managers are under constant pressure to grow, but it is often difficult to find new avenues of growth within an existing line of business. Fortunately, growth is available in almost every market if companies look for it in the right way.

    In order to win in the marketplace, it is essential to understand which customer behaviors make money (and lose money) for your organization. Next, it is important to segment customer groups in a way that allows you to explain those behaviors and find the actual customers in the real world. Then you can identify the drivers and barriers to influencing the particular behavior you want to motivate. By doing so, your marketing efforts can be focused on the critical specifics, early in the process. Dr. Hollingshead provides insights on these principles, and offers specific tools for seeing existing markets differently and uncovering hidden opportunities for growth.

    Jim Hollingshead heads the Monitor Group's strategic marketing arm. He led Monitor's offices in London and Istanbul before relocating to San Francisco. Dr. Hollingshead is a graduate of Stanford University, and earned his MA and PhD from the University of California, Berkeley.

    DVD / 2007 / 53 minutes

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  • Interviewee Eve Ash
  • Interviewer Peter Quarry

    Avoid the classic mistakes and learn the essential skills to help you succeed in sales.

    Ideal for face-to-face selling and telephone sales.

    1. A Positive Start
  • Have a positive mindset when introducing yourself and talking to the client
  • Strong introduction ideas - breaking the ice

    2. Build Continuous Rapport
  • Start a flowing conversation
  • Be real - have a chat if some paper work is taking time
  • Summarise what the customer says

    3. Identify and Explore Needs
  • Ask their needs by asking about them.
  • Ask about their business and their role.
  • Find out if they have had previous problems in the same area

    4. Present Solutions
  • Features vs Benefits - which to focus on when
  • Buying signals - how to look for them

    5. Handling Objections
  • Common objections such as; Too expensive, Not enough time, Not today
  • Welcome the objection
  • Defer the objection
  • Focus on extras
  • Compare products to competitors
  • Show empathy
  • Present the best alternative option
  • Read body language
  • Use testimonials
  • Ask more questions

    6. Close the Sale
  • Ask for the sale eg How would you like to pay? When would you like it to be delivered?
  • Conditional closing
  • Incremental closing

    7. Completion
  • Paper work
  • Computer records
  • Follow up
  • A thank you
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    DVD / 2007 / 19 minutes

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  • Interviewee Eve Ash
  • Interviewer Peter Quarry

    Sales managers all need to implement the seven essential skills covered in this program to ensure the success of their sales team. Find out how to encourage best performance.

    1. Select the right people
  • Winning characteristics
  • Highly motivated and enthusiastic
  • Good presentation skills, appearance and the way they talk
  • Good listening skills
  • Experience - product, industry or sales
  • Eager to learn
  • Persistence
  • Competitive
  • Attention to detail

    2. Clarify expectations
  • Set targets and goals
  • Setting standards in the way things are done. Eg. Using common procedures
  • Setting territories
  • Handling preexisting clients
  • Service expectations

    3. Provide resources
  • Give people the tools to be able to do their job

    4. Monitor performance
  • Tracking sales
  • Listening to phone calls
  • Go with them to a sales presentation
  • Call customers to ask how the service was

    5. Develop skills
  • Finding out where a team member is lacking skills and develop them
  • Know peoples learning style
  • Help people get rid of negative beliefs
  • Pair someone who is struggling with someone who is doing really well

    6. Reward & motivate
  • Younger sales people in their 20s, need reassurance that they are making progress
  • Sales people in their 30s need higher rewards and incentives
  • Late 30s and 40s, sales people want status and formal recognition
  • Late 50s and 60s they want minimal effort
  • Monetary rewards
  • Peer recognition - ringing a bell for a sale, sales person of the month, top sales in a month

    7. Provide support
  • Showing you care about your employees

    Dealing with burnout:
  • Talk and discuss reasons why they are feeling burnt out
  • Conduct motivation sessions
  • Cut responsibilities
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    DVD / 2007 / 19 minutes

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    Narrated by AMY GOODMAN, host of Democracy Now!

    Big Bucks, Big Pharma pulls back the curtain on the advertising tactics of the multi-billion dollar pharmaceutical industry to expose how it uses, manipulates, and sometimes creates illness in the pursuit of profit. With the help of health professionals and media scholars, the film dissects some of the most striking pharmaceutical ads on television, in the end revealing how the industry exploits people's emotions to promote the use of prescription drugs.

  • "Anyone who ever prescribes or takes a pill should see this documentary." - ALEX SUGERMAN-BROZAN| Director, Prescription Access Litigation Project

    DVD (With English Subtitles) / 2006 / 45 minutes

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    Featuring: Regis McKenna

    Program Highlights
  • Why the current model of marketing doesn't work.
  • How your distribution channel can make or break your brand.
  • The blurring of the line between marketing and IT.

    In the past, marketing was essentially a broadcast activity: a limited, unidirectional casting-out of your message into the world. Now, thanks to the Internet and other interactive media, computers are handling many marketing functions, gathering data as well as providing customer care. Such transactions provide valuable feedback, rich with information that you can use to hone your brand and boost customer loyalty. But in order to use this technology to your best advantage, Regis McKenna explains that you need to create an infrastructure that responds and innovates, and use it to establish a dialogue that gets and keeps customers. This expands the responsibilities of marketing to everyone in the enterprise, and makes the customer a partner in long-term value creation.

    Regis McKenna is a well-known marketing consultant who advises high-tech, industrial, consumer, transportation, healthcare and financial firms in the United States, Japan, and Europe. He is the author of four books, including "Total Access: Giving Customers What They Want in an Anytime, Anywhere World."

    DVD / 2005 / 56 minutes

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    Market research is big business, with clients demanding more and better ways of finding out what their customers want. The internet is now widely used -- as are mobile phones and other new techniques.

    But the classic divisions of market research still apply. We explain QUALITATIVE and QUANTITATIVE research: also PRIMARY and SECONDARY research.

    The publishing giant IPC uses market research for long established titles such Melody Maker, as well as for launching new titles, such as the controversial Nuts. Readers' views are vital to them. How do they go about researching them?

    UNIVERSAL RECORDS also wants to keep in touch with its buyers. For example, how will the market react to the launch of a new band?

    For CANCER RESEARCH UK, market research is about testing how effective their promotions are. How are people reacting to the latest TV ad?

    But WHAT'S IT ALL FOR? What use is market research if it supports products we don't need?

    DVD (With Publication) / 2005 / 28 minutes

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    What is marketing and what tools does it use? Learn about segmentation, market research, branding, packaging, variable pricing, and positioning. This video is for students of marketing AND for consumer education classes.

  • Most people think restaurants are in the food business. NOT a marketer.
  • Women's clothing does not come in standardized sizes. What does this have to do with marketing?
  • Understand marketing by looking at everyday items such as milk, cola drinks, blue jeans, and breakfast cereals.
  • Learn why ads for prescription drugs flood the airwaves.
  • Apply basic marketing concepts to sports and learn what is the "product" of a basketball franchise?
  • Seeing how the lowly "tennis shoe" became a closet full of expensive "athletic shoes."
  • Explore variable pricing.

    DVD / 1999 / 23 minutes

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    Marketing is an important component of business. One must understand how marketing can influence and enhance business operations. This presentation outlines the marketing concept and discusses how a business can successfully market to customers.

    DVD / 35 minutes

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