Marketing Mix being used for the 2012 Olympic Games in London Coursework

Marketing Mix being used for the 2012 Olympic Games in London - Coursework Example Table of Contents 1.0 Introduction ................................................................................................. 4 2.0 Discussion ................................................................................................... 4 2.1 Marketing Mix ........................................................................................... 4 2.1.1 Product ................................................................................................... 4 2.1.2 Price ....................................................................................................... 5 2.1.3 Place ......................................................................................................... 5 2.1.4 Promotion ................................................................................................. ... fact that London’s successful and ambitious bid for the 2012 Olympics was to a great extent dependant on the commitment of hosting inspiring as well as spectacular Olympics for both London and the world. The pivotal objective of the organizers of these games is to connect the young people and varied social segments in the UK with the inspirational potential of sports (The London Organizing Committee of the Olympic Games and Paralympics Games Ltd 2010). The other paramount objective of the organizing committee is to retain the commercial and emotive appeal of the Olympic 2012 brand, which is so central to the objective of funding these games (London 2012: Online). 2.0 Discussion It goes without saying that the organizers of London 2012 are affiliating to a successful and effective set of marketing tools to give way to just the right marketing mix required to achieve the marketing objectives envisaged by them in the context of the target market (Kotler 2003, p. 15). 2.1 Marketin g Mix 2.1.1 Product The organizers of London 2012 are to a great extent relying on the established brand appeal of Olympic Games to cash on its popularity amongst the youth sans race, gender and social affiliations. A plethora of related brand building activities like parading the 2012 mascots Wenlock and Mandeville across UK, hosting the London 2012 Festival featuring artists from around the world, actively involving the young people and children across communities in the actual management and casting of games and organizing the London Prepares Series hosting world class athletes at the brand new and already existing Olympic venues are already under way to stimulate the excitement about London 2012 amongst the target segments that are young people from diverse racial and social segments in the

Customer Commitment Essay Example | Topics and Well Written Essays - 500 words

Customer Commitment - Essay Example roll’s guitar, on a scale of 1 to 10 the ethical breach would be 9 since it is clearly very unethical for a company to ignore repeated consumer complaints, especially when the services provided by United Airlines includes the comfort and satisfaction of their passengers. Since Mr. Carroll has already sent complaint letters multiple times, the best course of action to pacify him and come to agreement on how the complaints will be settled without the company having to admit total fault and giving his demands is by sending him an apologetic reply immediately and inviting him for a personal dialogue concerning his complaints and the possibility of settling the issue and gaining his trust back. This step can be further guided by Maxham & Netemeyer’s ethics process model (2003) which is customer-centered by putting all customers in the shoes of their clients, so that they could empathize with them and provide appropriate responses. It is expected to provide favorable outcomes for both United Airlines and Mr. Carroll if executed properly. While this step may seem simple, it is a necessary action to prevent Mr. Carroll from feeling that his complaints have been completely ignored and making him feel that he is an unimportant customer, as well as to prevent him from taking actions that can affect United Airlines as a whole prematurely (such as posting songs or complaints through the internet). In addition to the aforementioned mitigation steps for the issues with Mr. Carroll, as Regional Manager a meeting with other concerned divisions and supervisors must be called in to fully give the details that lead to the situation, to explain the repercussions that can happen and affect the impression and trust of important clients, stakeholders, and the public due to Mr. Carroll’s dissatisfaction and ignoring his complaints, and to create the terms of settlement that will be offered to Mr. Carroll such as creating a list of possible settlements and allowing him to choose only