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MKT 320 Unit 1 IP - 1 Unit 1 Individual Project Lorraine...

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1 Unit 1 Individual Project Lorraine Huff American InterContinental University MKT320-1004A-02 August 30, 2010
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2 Abstract This paper is a discussion of marketing successes and also failures. It will help people to understand some of the advances and mistakes that marketing professionals have made in the past and also in today’s business industry.
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3 Introduction "Failure is the condiment that gives success its flavor." - Truman Capote Marketing Success Marketing plans can result in only one of two things; the plan will either be a success or a failure. Marketing is defined as a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others. “A marketing plan outlines the specific actions you intend to carry out to interest potential customers and clients in your product and/or service and persuade them to buy the product and/or services you offer which provides the goals for your marketing plans.” Movie goers all over the world have helped to make it a billion dollar industry. When we go to the movies, however, we can expect much of the same perks as they had in the early twentieth century when movies were first being created. There will be popcorn, snacks, and candy along with crowded elbow to elbow seating which allows the theaters to pack in as many patrons as possible. During the recent recession, theater owners have realized that regardless of many people cutting back in other areas, they continue to go to see their favorite stars on the big screen. Since the theaters seem to be recession-proof, many theater owners have decided to make movie going more of an escape than it has been in the past. “Theaters are going after new revenue and changing the movie-going experience for millions of Americans, turning some multiplexes into luxury outposts and quasi-community centers while assigning new meaning to the concept of dinner theater.” Theaters are aiming at adult audiences who want to put the casual dinner and a movie experience. Some have created adult-only club rooms which serve alcoholic beverages and high-end cuisine while others choose more of a Applebee’s casual dining experience.
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