Bancroft_Misty-The San Diego Zoo

Bancroft_Misty-The San Diego Zoo - Running head: THE SAN...

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Running head: THE SAN DIEGO ZOO 1 The San Diego Zoo: A Marketing Analysis Misty Bancroft National University
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Running head: THE SAN DIEGO ZOO 2 Table of Contents Abstract 3 Literature Review 4 Introduction 5 Globalization 5 Relationship 6 Segmentation 6 Environmental Issues 7 Channel of Distribution (Place) 8 Promotion and Advertising 8 Pricing 9 Ethics 10 Conclusion 11 References 12 Abstract
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Running head: THE SAN DIEGO ZOO 3 The San Diego Zoological Society, aka San Diego Zoo Global, and its branch of theme parks has a well-rounded marketing strategy. After looking at the elements of their product and its price, promotion, and distribution (place), one can see that they have their bases covered. However, negative press has come into a play with a zoo keeper being attacked and a name change that local patrons and donors to the organization are not happy with. More precautions may need to be put into place to avoid some accidents. More research should be done, to make sure that changes that are being considered, do not affect their patrons and donators enough that they don’t want to associate with the organization anymore. The awards they have won for advertising, marketing, their human resource program and their contributions to conservation and the environment successfully balance the few negative issues that the organization has had to face. Literature Review
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4 After conducting research on the San Diego Zoological Society, now San Diego Zoo Global, and its affiliated parks and conservation institute, I see that much of the literature that has been written has a positive impact on the organization. There are several articles written that list the zoo as one of the top zoos to visit, which provides free advertising for the park. The extensive research done by the conservation institute’s programs and the parks’ programs are detailed in many articles. San Diego Zoo Global has reached out to countries across the world, to help find resolutions to issues concerning people and animals and how their relationships are interwoven. Without the cooperation of the natives, animals in the wild are at risk. Only when the problems of the people are solved, can the problems of the animals be solved. They have stepped in and brought animals to the US to save them from situations in their native lands, which would/could result in decreased populations and/or extinction. They have taken the last of the condors that were living in the wild, on the brink of extinction, and had successful breeding programs, to increase their population. They bring education and fun to people of all ages and all walks of life, in their parks. They encourage their visitors to do what they can to help, by living more green, reducing their carbon footprint, etc. The San Diego Zoo: A Marketing Analysis
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Bancroft_Misty-The San Diego Zoo - Running head: THE SAN...

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