Show simple item record

dc.contributor.advisorMcKinney, Hannah J., 1955- (see also Hiles, Hannah J., 1955- and Apps, Hannah J., 1955-)
dc.contributor.authorSiwajek, Mary Alice
dc.description30 p.en_US
dc.description.abstractIn the fast-paced business world over the last few decades, marketing has become essential in creating an interest and audience for all products or companies. Corporations big and small have a percentage of their staff dedicated to basic marketing principles and promoting themselves. The key to name recognition and product knowledge involves promotion and advertising through different types of media. The basic principles of marketing are vitally important to study and understand to be an efficient and productive business. The concept underlying all marketing in the 1990's is customer orientation and behavior. For this marketing approach to be successful, the company needs to take into consideration internal organization and profit. The key to becoming market-oriented is based on functioning effectively and concentrating on the specific product and the needs and wants of its consumers. The entire focus of marketing needs the assistance of sales, product design, consumer research, advertising, and promotion to run successfully. A well-rounded understanding on all the concepts of marketing give businesses an advantage over the many options consumers have in today's economy. The worlds of radio and media advertising are perfect examples of using these basic principles. Stations target not only their audience, but also the clients who use the stations to advertise. Without careful consideration of the marketing process, a station can lose profit, ratings, and respect. The following study is focused on WCSX-radio in Detroit and the marketing concepts that make it successful.en_US
dc.relation.ispartofKalamazoo College Economics and Business Senior Individualized Projects Collection
dc.relation.ispartofseriesSenior Individualized Projects. Economics and Business.;
dc.rightsU.S. copyright laws protect this material. Commercial use or distribution of this material is not permitted without prior written permission of the copyright holder.
dc.titleMedia Marketing Built on Basic Principlesen_US
KCollege.Access.ContactIf you are not a current Kalamazoo College student, faculty, or staff member, email to request access to this thesis.

Files in this item


This item appears in the following Collection(s)

  • Economics and Business Senior Integrated Projects [1198]
    This collection includes Senior Integrated Projects (SIP's) completed in the Economics and Business Department. Abstracts are generally available to the public, but PDF files are available only to current Kalamazoo College students, faculty, and staff.

Show simple item record