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EFFECTIVE MARKETING.   Term Paper ID:30591 Click to get this paper Essay Subject: Discusses marketing as a vital component of a business organization's success.... More... 10 Pages / 2250 Words 14 sources, 29 Citations, TURABIAN Format $40.00 Return to List of Papers Paper Abstract: Discusses marketing as a vital component of a business organization's success. Focus on marketing hair-care products to African Ameican women. Issues of purchasing power and social and cultural forces. Marketing theory and customer profiles. Self-image of black women. Success of Madame Walker who made a fortune from beauty products for women of color. Paper Introduction: Introduction It is commonplace of business-management thought that effective marketing is a vital component of organization success. Internal organizational creativity, pressures of external competitive forces, and the ongoing need to gauge and respond to customer needs and preferences are essential tests of marketing effectiveness, and by extension profitability and company viability. But what companies are selling (say, fast-acting widgets, a tangible good) and what customers are buying (say, an opportunity to save time, an intangible value) may be different. The evolution of modern marketing theory over the course of the 20th century was marked as much by attention to the psychology and sociology of consumers' value judgments and priorities as by attention to mere purchasing power vis-à-vis goods and services. Text of the Paper: The entire text of the paper is shown below. However, the text is somewhat scrambled. We want to give you as much information as we possibly can about our papers and essays, but we cannot give them away for free. In the text below you will find that while disordered, many of the phrases are essentially intact. From this text you will be able to get a solid sense of the writing style, the concepts addressed, and the sources used in the research paper. and respond to customer needs what customers are buying say anopportunity to save value judgments and priorities as by attention to merepurchasing cultural dynamics of the connection betweencustomers and the social and historical context in which demographic-specificcosmetics social and cultural forces as fundamental component of social cultural andpolitical history and context than that of industrial production Marketing is distribution of such goods and services ii the dynamiccomponent of a tangible product It isthis equilibrium that triggers a market transaction iii actual customer profilesdeviate from marketers' ideal the individual makes may reflect group-related behavior African Americans marketers' andconsumers' conceptions of ideal body and body image Eurocentric wardrobe etc According to Banks hair is has always included a presumption straightened hair by such black entertainers as up in a white environment andwho had effectively I hide my'blackness' under my expensive suits and to spend thousands on makeup hair appointments andclothes viii In Malcolm Xvividly describes the pains he took as a young idea that black is beautiful Plainly African Americans have social experience and the marketingof hair-care products over the the extraordinary story of Madam C J Walker Thefirst in black women Madame Walker thedaughter of the hairof black persons x This preparation according to business empire that included beautyschools account Walker actually as one Mrs SarahBreedlove was one index of this awareness Bundles etc even assuch figures as Booker T imitatingwhites was that lack of good information overlapped with social poor nutrition absence of indoor plumbing was said to restore hair growth she declared and hygiene may have been asbeneficial of AfricanAmerican culture but rather to more St Louis Walker worked as a clients were based on herformula or Pope-Turnbo's her first product Madam Walker's Wonderful Hair Grower Walker appears direct-sales organization to market the treatmentproduct as well Logan to the effectthat Walker of modern black girls and women not sexuality power andbeauty xviii This is consistent and reconfigured the fashion of bothcultures xix Equally significant for hawkers most of whom used xxi Buchman cites feminist Judith Butler's are concerned it isimportant to control ofthem with blacks themselves Additionally the direct-sales structuretacitly promised becoming stronger and more independent rather than white according The diversity of views about the receive a utility patent Thepatent granted in was for a invention was that she had only put together several preexisting all came to me in the up from the inside I figured you could use comb and oil then put these responded to a felt need among a invention's use vis vis the cultural messagesthe invention enabled almostthree years before she submitted a formal application But prodded the course of her life The emergence of growing up in the s includes such treatments at the age of in good enough Good could stand alone We all knew what T his presumption of light skin good hair also she'd expected She's too light to be growing xxvi The difficulty of escaping social pressures of a powerful seem to have beeneradicated from black for Caucasian hair Buchman quotes one such woman can be interpreted as a residue of marketing marketing strategies sincedefinition and strategies alike enact and comments inher novel The Bluest Eye Wherever battle to the grave They never cover the offer ameans of creating a more effective marketing plan xxix directed at an ideal typeof customer from dominant-culture groups which was itself socially constructed To the degree turn-of-the-previous-century aesthetic Ingrid Hair Matters Beauty Power and Black Women's Life and Times of Madam C Selling Hair-Care Products World and I November Doyle H Cobbs P M Black Rage New York Communications Inc Morrison Toni The Bluest Eye New York and Shaw Roy T Jr Marketing An Integrated Analytical ii Ibid iii Ibid iv Ibid v Ingrid Banks Black Woman's Hair-Care Empire Set X NewYork Grove Press ff x Kay Doyle xii A'Lelia Bundles The Life Making and Selling Hair-Care Products World and Gates xxiv Buchman xxv Charles Parsons Years Later Internalorganizational creativity pressures of external competitive forces viability But what companies are marked as much by attention purchasing that may flow therefrom is the marketing of hair-care products toAfrican Americans in the hair-care products to AfricanAmericans prefigured contemporary niche-marketing analysis and strategy only as an aspect of entire industrial process i But goods and services is anticipated or enlarged monetary orsocial to a product production and distribution andcustomer satisfaction function of a variety of socioeconomic forces are important as are the educational levelsand economic expectations wisdom about appropriate use of that product In ofphysical beauty and social and economic success against which nonconformingtypes experience of black women Grier This would help explain the nexus the same lines Middleton-Moz describes the feelings a walking WASP fashion plate and in debtbecause of it signs of cultural heritage Her the young woman had used of suppressing his black identity in theyears before are storiesbesides those of consumer-segment self-esteem to be told the perceptions of standards of beauty on the part to as Madame Walker made her fortune on a cosmetic that as a washerwoman she worked withchemicals that she began of color the first-ever of xi A different account of Walker's advancement and becoming awareof the accomplishments of other people well-groomed elite urban blacks looking down on ruralmigrant the controversy between the so-called hairculturists who straightened it that black women should notwash their hair more other rural migrants began to fall out from Africa though it is more likely they to Bundles xv The controversy was notsolely due Poro Co xvi was marketing a hair-restorer third husband Charles Joseph Walker in It is unclearwhether the stealing the hair-treatmentformula and launched strategy of Pope-Turnbo She and her husband promote the products including throughout is pejorative a comment on the power ofwhite culture to hair as a medium to understand complex identity to the marketwas that she could tap into nearly black women around the had the effect of remaking is important to identify who constructs it for conform tononblack beauty standards xxiii In Buchman's view Walker Walker was asserting the dominance of black image on her ideas redefined blackness by redefining record of innovation in marketing such products Marjorie StewartJoyner was invented the electric permanent-wave machine as a roast cooker and a hood hair dryer long thin rods that held the into the hair Black ladies loved it I could pull andstraightening the hair of African Americans the marketing message this point todistinguish between the exercise missedobtaining a patent on the machine lionized bythe Chicago public-affairs establishment and being equation in theblack community between good or good of the perils of acrid and skin-burning chemicals for hair was golden and not black beauty such as lighter-toned skin sharper features of my locks to discover a thickly tangled brown eyes in my direction as if I had willed preoccupation with having good hair on one hand or of Movement Especially among AfricanAmerican women I would love to have my hair that privileged white over blackphysical as well as for African Americans takein a whole range of it wherever it drips flowers or clings they find it edges of their hair xxviii Americans is concerned The fact that efforts controlledby dominant-culture actors suggests that the market idealspeaks to the power of marketing image and Search for Good Hair Styling Black Womanhood in An Entrepreneurial Woman-The Daughter of Slaves Madam C J Walker Crusade A Black Woman's Hair-Care Empire Set a York Grove Press Inc Middleton-Moz Jane Shame Tribune August C Parsons Charles Years Later Inventor Glad She T Shaw Jr Marketing An Integrated Analytical and P M Cobbs Black Rage New York Basic Books Masters of Disguise Deerfield Beach Florida Heath Communications Inc Times News Service Exhibit Hails Inventions of An Entrepreneurial Woman-The Daughter of Buchman The Search for Good Hair Styling Black Womanhoodin America xxvii Buchman xxviii Toni Morrison The Bluest Eye Introduction It is commonplace of business-management and preferences areessential tests of time an intangible value may be different Theevolution of modern power vis vis goods and services the objects and services they buy are in the were targeted at specialized ethnic groups in the US well as themore impersonal force of mere purchasing power of the satisfaction of society the process of a society by which the demand The marketing process has the good to the degree the marketer can identify In such adynamic situation identifying market attributes involves observingpatterns type of customer the marketing challenge isbound butare also a function of group beauty types illustrate a longtimepresumption of a means by whichone can understand broader ofblack inferiority hence fostered a Michael Jackson Nat King Cole and been obliged by her upwardly mobile family to makeup Her family sufferedtremendous cultural self-hate And other words in order to defend her buried sense of man to straighten his hairwith responded to overt and covert messagesof social conformity in course of the th century black female American millionaire Mrs C J slaves began her working life by taking that account wasaggressively marketed beginning in and led to a that focused on providing hair-care Davis migrated from the rural Deep South to St Louis develops theimportant idea that hair care was Washington criticized blacks who imitated whitesin hairstyle custom andpractice and rural-urban tensions among American blacks xiii At and poor hygieneappears to have been responsible thatGod had sent the formula to her in to Walker's hair-care clients as the hair-growth productitself xiv Controversy mundane industrial concerns A St Louis hair culturist Annie Pope-Turnbo direct-salesagent for Pope-Turnbo in both St Louis and Denver It is clear that in Denver Walker disengagedherself from to have more or less ignored as a hot comb that and her products made straight hair all of whom equatestraight hair with good with marketing theory that anticipatesclasses within classes as noted above Walker's products as marketingsubjects is and swore by her products xx In thisview irrespective of observation that race is asocially constructed identity but recognize that there was controversy in the black community beauty plus financial success much as to historian Mark David Higbee construction of African Americanimages of beauty heat-source permanent-hair-wave machineJoyner invented in Parsons Joyner who owned the itemsin order to create something new and useful for kitchen when I was making a pot roast them like hair rollers then pretty curls in with the machine xxv Whatever significantmarket segment in the s Interestingly Parsons suggests that Joyner bylawyers she did reap the the American Civil Rights Movement in the s an accountof having her hair straightened in much to thechagrin of family and boyfriends all of whom it meant and we were humble especially since good accounted for the time a new some shit like this she hissed to her peer groupappears to be as big women's consciousness by the social Black people can gettheir hair to look like andcultural messages delivered over centuries indeed dating or construct social realities The implications of it erupts this Funk they entire mouth for fear of lips too thick and they They might haveas easily said attention to rather than shaped to address theneeds of discrete customer sensibilities appear to work on theaesthetics Consciousness New York New York J Walker New York Scribner Kay Madam C J Walker First Black Basic Books Malcolm X and Haley Alex The Pocket Books New York Times News Approach nd ed Cincinnati South-Western Publishing Company Endnotes i Hair Matters Beauty Power and Black Women'sConsciousness New York New a Style and Smashed Barriers Madam C J Walker First Black Woman and Times of Madam C I November xiv Bundles passim Conrads xv Bundles f xvi Inventor Glad She Made Waves Chicago Tribune November C andthe ongoing need to gauge selling say fast-actingwidgets a tangible good and to the psychology and sociology ofconsumers' as much a socialas a financial phenomenon Social psychological and early and mid th century The research will setforth ina way predicated of deeply felt businesstheory but also as a its realimport lies in a wider and satisfied through the conception promotion exchange and physical Indeed marketing can be thought of as or the customer's experience of the which operatedifferently on different groups To the degree of classes within classes iv Marketingchoices that thecase of marketing hair care products to are measured blond straight hair blue eyes slender and Cobbs cite adominant American ethos vi that of cultural assimilation andthe use of ofinferiority of a black woman who had grown and who eventually acknowledged I guess focus on'image' had caused her sociallysanctioned image as a compensating weapon In his autobiography he was able to articulate the about theconnection between African Americans' ofboth marketers and consumers One must begin with preparationthat was said to restore hair growth to notice had the effect of straightening its kind The merchandiseline in turn was expanded into a financial empire comes from a greatgranddaughter On this of color in the urban setting Thecondition of hair blacks unsophisticated about grooming hair care black women's hair and critics of than once a month Thus a combination of urbanpoverty When Walker began to market ahair-care product that were sourced and mixedin St Louis Equally better nutrition to so-called hair politics that have been a feature product toblacks at the time Walker was in hair treatments she gave to Denver herself as Madam C J Walker and used before-and-after photography ads in blacknewspapers and created a therural South Gates xvii cites the historian Rayford W establish standards of beauty Another view is suggestedby Banks's study politics thatintersect along the lines of race gender class an amalgamated aesthetic an African Americanlook that borrowed adapted country as sales agents or private the image of blackwomen's hair as valuable whom xxii Where hair care products for African Americans seized theinitiative with beauty standards subverting them by locating production by blacks Her ads relied on black women black body image xxiv Walker undoubtedly built an empire one of the first black women to piece of equipment for the shop Her late assessment ofthe As Joynerput it late in life It pot roast together and heated it the kinks out of their hair with a hot ofJoyner's invention was that it of marketing an invention industrially andmarketing the effect of the because it had been in use for awarded a number ofhonorary advanced degrees over enough hair and white people'shair Cleague's brief memoir of the next years and of stopping and hereyes were blue did not make her hair and every now and then the wonder of light eyes mass instead of the limply obedient curls my roots to crinkle just to fuck with her Friday beingable to simulate such hair on the other does not of late middle age there is reported longing or pining like that I would jump forjoy xxvii This pining intellectual features Conclusion Social definitions are of a piece with psychosocial experiences as Toni Morrison and fight it until it dies They fight this According to Taylor and Shaw knowledges of group influences so muchmarketing in North America has historically been was constructed out ofa social ideal message to persist amiddissident aesthetic and analytic voices BibliographyBanks America World and I February Bundles A'Lelia The Amassed a Fortune Making and Style and Smashed Barriers Time December Grier W and Guilt Masters of Disguise Deerfield Beach Florida Heath Made Waves Chicago Tribune November C Taylor Weldon J Approach nd ed Cincinnati South-Western Publishing Company vii Henry Louis Gates Jr Madam's Crusade A ix Malcolm X and Alex Haley The Autobiography of Malcolm African-Americans Chicago Tribune August C Slaves Madam C J Walker Amassed a Fortune World and I February xxi Ibid xxii Ibid xxiii New York Pocket Books xxix Ibid thought that effectivemarketing is a vital component of organization success marketing effectiveness and by extension profitabilityand company marketing theory over the course of the th centurywas To put it another way marketing and the background ofthis research which examines and thendiscuss how the phenomenon of marketing Body Marketing theory has been identified not within history astrategic ingredient of the structure or the desire for economic effect of adding value whether thepoint of equilibrium between costs of of consumption needs and wants however consumption patternsmay be a to increase Social and economic class interaction vis vis information about aproduct and prevailing white-culture characteristics as being the standard cultural issues v especially if those issuesinvolve the social sense of cultural and societalalienation Sammy Davis Jr vii Along deny herracial heritage who was through their only daughter hadattempted to erase any selfagainst the reality of her selfhood a conk ix as a means the matter of cosmetics use But there Such stories aremarked by shifts in Walker who liked to bereferred in whites' washing One account of Walker's success is whole line of beautyproducts for women services to women of color in pursuing education and social and financial an index of social class among blacks inthe s with dress and so on xii A difficulty with the turnof the century Negro rural folk wisdom had for the fact that Walker's hair like thatof a dream Some of the ingredients saidshe came surrounded the development and marketing of Walker'sproprietary products according elsewhere called Annie TurnboPope Malone's where she moved withsalesman and Pope-Turnbo who accused her of accusations of formulatheft indeed she duplicated and amplified the sales straightened black hair The Walkerstraveled extensively to good hair in the blackmass market Logan's judgment hair Rather like many women of all colors theysee According to Bundles Walker's sense of her contribution that they were promoted by convinced consumers Walkerrecruited dominant-culture influences on beauty standards Walker's marketing method adds If race is a constructedidentity it inthe s over whether blacks should straighten their hair to the same structuredoes today Madame Madame Walker and those who continue to build as mediated through hair-care products can be inferredfrom the firstbeauty shop for black women in Chicago her work which wasbasically revamped from a pot one day looking at these heat them up to cook a permanent curl one's view of the social utility of challenging nature and s It may be useful at did notrealize the marketing implications of the invention She almost fruits of her patent being virtually and s carried with it a reevaluation of the traditional a salon for the first time at age eight equated good hair with straight hair The fact that her hair often occurred along with other oppressed community-defined qualities of beautician rinsed the soap out friend behind the next chair rolling her as escaping the normative pressures of dominantculture The transformationswrought by the midcentury Civil Rights Caucasian people and I think it looks good Icompliment them from the early th century according to Buchman the artifact of good hair wipe it away where it crusts they dissolve worry worry worry about the group influences where the marketing of hair-care products to African groups at least in marketing of the modern period the resilience of the dominant University Press Buchman Rachel The Cleage Pearl Hairpeace African American Review Spring Conrads David Woman Millionaire American History Illustrated Gates Jr Henry Louis Madam's Autobiography of Malcolm X New Service August Exhibit Hails Inventions of African-Americans Chicago Weldon J Taylor and Roy York University Press vi W H Grier Time December viii Jane Middleton-Moz Shame and Guilt Millionaire American History Illustrated xi New York J Walker NewYork Scribner passim xiii David Conrads Gates xvii Ibid xviii Banks xix Bundles xx Rachel xxvi Pearl Cleage Hairpeace African American Review Spring and respond to customer needs what customers are buying say anopportunity to save value judgments and priorities as by attention to merepurchasing cultural dynamics of the connection betweencustomers and the social and historical context in which demographic-specificcosmetics social and cultural forces as fundamental component of social cultural andpolitical history and context than that of industrial production Marketing is distribution of such goods and services ii the dynamiccomponent of a tangible product It isthis equilibrium that triggers a market transaction iii actual customer profilesdeviate from marketers' ideal the individual makes may reflect group-related behavior African Americans marketers' andconsumers' conceptions of ideal body and body image Eurocentric wardrobe etc According to Banks hair is has always included a presumption straightened hair by such black entertainers as up in a white environment andwho had effectively I hide my'blackness' under my expensive suits and to spend thousands on makeup hair appointments andclothes viii In Malcolm Xvividly describes the pains he took as a young idea that black is beautiful Plainly African Americans have social experience and the marketingof hair-care products over the the extraordinary story of Madam C J Walker Thefirst in black women Madame Walker thedaughter of the hairof black persons x This preparation according to business empire that included beautyschools account Walker actually as one Mrs SarahBreedlove was one index of this awareness Bundles etc even assuch figures as Booker T imitatingwhites was that lack of good information overlapped with social poor nutrition absence of indoor plumbing was said to restore hair growth she declared and hygiene may have been asbeneficial of AfricanAmerican culture but rather to more St Louis Walker worked as a clients were based on herformula or Pope-Turnbo's her first product Madam Walker's Wonderful Hair Grower Walker appears direct-sales organization to market the treatmentproduct as well Logan to the effectthat Walker of modern black girls and women not sexuality power andbeauty xviii This is consistent and reconfigured the fashion of bothcultures xix Equally significant for hawkers most of whom used xxi Buchman cites feminist Judith Butler's are concerned it isimportant to control ofthem with blacks themselves Additionally the direct-sales structuretacitly promised becoming stronger and more independent rather than white according The diversity of views about the receive a utility patent Thepatent granted in was for a invention was that she had only put together several preexisting all came to me in the up from the inside I figured you could use comb and oil then put these responded to a felt need among a invention's use vis vis the cultural messagesthe invention enabled almostthree years before she submitted a formal application But prodded the course of her life The emergence of growing up in the s includes such treatments at the age of in good enough Good could stand alone We all knew what T his presumption of light skin good hair also she'd expected She's too light to be growing xxvi The difficulty of escaping social pressures of a powerful seem to have beeneradicated from black for Caucasian hair Buchman quotes one such woman can be interpreted as a residue of marketing marketing strategies sincedefinition and strategies alike enact and comments inher novel The Bluest Eye Wherever battle to the grave They never cover the offer ameans of creating a more effective marketing plan xxix directed at an ideal typeof customer from dominant-culture groups which was itself socially constructed To the degree turn-of-the-previous-century aesthetic Ingrid Hair Matters Beauty Power and Black Women's Life and Times of Madam C Selling Hair-Care Products World and I November Doyle H Cobbs P M Black Rage New York Communications Inc Morrison Toni The Bluest Eye New York and Shaw Roy T Jr Marketing An Integrated Analytical ii Ibid iii Ibid iv Ibid v Ingrid Banks Black Woman's Hair-Care Empire Set X NewYork Grove Press ff x Kay Doyle xii A'Lelia Bundles The Life Making and Selling Hair-Care Products World and Gates xxiv Buchman xxv Charles Parsons Years Later Internalorganizational creativity pressures of external competitive forces viability But what companies are marked as much by attention purchasing that may flow therefrom is the marketing of hair-care products toAfrican Americans in the hair-care products to AfricanAmericans prefigured contemporary niche-marketing analysis and strategy only as an aspect of entire industrial process i But goods and services is anticipated or enlarged monetary orsocial to a product production and distribution andcustomer satisfaction function of a variety of socioeconomic forces are important as are the educational levelsand economic expectations wisdom about appropriate use of that product In ofphysical beauty and social and economic success against which nonconformingtypes experience of black women Grier This would help explain the nexus the same lines Middleton-Moz describes the feelings a walking WASP fashion plate and in debtbecause of it signs of cultural heritage Her the young woman had used of suppressing his black identity in theyears before are storiesbesides those of consumer-segment self-esteem to be told the perceptions of standards of beauty on the part to as Madame Walker made her fortune on a cosmetic that as a washerwoman she worked withchemicals that she began of color the first-ever of xi A different account of Walker's advancement and becoming awareof the accomplishments of other people well-groomed elite urban blacks looking down on ruralmigrant the controversy between the so-called hairculturists who straightened it that black women should notwash their hair more other rural migrants began to fall out from Africa though it is more likely they to Bundles xv The controversy was notsolely due Poro Co xvi was marketing a hair-restorer third husband Charles Joseph Walker in It is unclearwhether the stealing the hair-treatmentformula and launched strategy of Pope-Turnbo She and her husband promote the products including throughout is pejorative a comment on the power ofwhite culture to hair as a medium to understand complex identity to the marketwas that she could tap into nearly black women around the had the effect of remaking is important to identify who constructs it for conform tononblack beauty standards xxiii In Buchman's view Walker Walker was asserting the dominance of black image on her ideas redefined blackness by redefining record of innovation in marketing such products Marjorie StewartJoyner was invented the electric permanent-wave machine as a roast cooker and a hood hair dryer long thin rods that held the into the hair Black ladies loved it I could pull andstraightening the hair of African Americans the marketing message this point todistinguish between the exercise missedobtaining a patent on the machine lionized bythe Chicago public-affairs establishment and being equation in theblack community between good or good of the perils of acrid and skin-burning chemicals for hair was golden and not black beauty such as lighter-toned skin sharper features of my locks to discover a thickly tangled brown eyes in my direction as if I had willed preoccupation with having good hair on one hand or of Movement Especially among AfricanAmerican women I would love to have my hair that privileged white over blackphysical as well as for African Americans takein a whole range of it wherever it drips flowers or clings they find it edges of their hair xxviii Americans is concerned The fact that efforts controlledby dominant-culture actors suggests that the market idealspeaks to the power of marketing image and Search for Good Hair Styling Black Womanhood in An Entrepreneurial Woman-The Daughter of Slaves Madam C J Walker Crusade A Black Woman's Hair-Care Empire Set a York Grove Press Inc Middleton-Moz Jane Shame Tribune August C Parsons Charles Years Later Inventor Glad She T Shaw Jr Marketing An Integrated Analytical and P M Cobbs Black Rage New York Basic Books Masters of Disguise Deerfield Beach Florida Heath Communications Inc Times News Service Exhibit Hails Inventions of An Entrepreneurial Woman-The Daughter of Buchman The Search for Good Hair Styling Black Womanhoodin America xxvii Buchman xxviii Toni Morrison The Bluest Eye If this paper is not what you are looking for, you can search again: Search for: or Click here to request an essay written just for you.