Dissertation synopsis ethics

Dissertation synopsis ethics - A comparative study of the...

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A comparative study of the promotion of cosmetic surgery in the United Kingdom and the United States of America Synopsis This essay is concerned with the ways in which cosmetic surgery is promoted in the United Kingdom (hereafter referred to as the U.K) and how this compares to the promotional approach of the United States (hereafter referred to as the U.S.A). Primarily, this is a marketing study, but it has particular emphasis on marketing communications in the form of promotion. The position of promotion within the marketing mix will be explored along with a background of promotional theory. The different aspects of promotion will also be discussed in the context of the promotional mix and its relative importance to a successful campaign. A background to plastic surgery introduces the concept of cosmetic surgery to the essay and provides an ample basis to examine the promotion of such procedures. The promotional techniques used in the U.K to boost demand for cosmetic surgery will be examined and consequently compared to those being used in the United States. One interesting and particularly topical area for discussion within this essay is that of the surgery’s promotion through television programmes. These too will be explored within the context of the U.K and the U.S.A. To expand the study further, and ensure an accurate exploration of the promotion of cosmetic surgery, cases from Australia, Canada and Germany will also be discussed. 1
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Introduction to Promotion The actual definition of marketing is widely ambiguous, however the American Marketing Association offer this explanation; ‘Marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods, and services to create exchanges that satisfy individual and organisational objectives’(Belch et al:1995). In fact, the concept of marketing as an exchange is widely regarded by marketing academics to be pivotal to the understanding of the subject. ‘For an exchange to take place there must be two or more parties, each of whom can offer something of value to the other and who are prepared to enter freely into the exchange process, a transaction’ (Fill:1999). In the case of the marketing exchange, the two parties would be the business and their customer. The company’s primary objective will usually (but not always) be to make a sale and consequently a profit via a successful marketing strategy. On the other hand, a customer seeks to gain satisfaction from a product or service. Therefore, through a good marketing strategy a customer is made aware of a company’s product and the exchange is completed, maximising satisfaction on both accounts. A simple way to create a marketing strategy is to explore all of the aspects of the marketing mix. Product, Price, Promotion, Place, Physical evidence, People and Proof are the seven P’s which make up the marketing mix. It is the correct implementation and interaction of all of these variables, which will create a successful
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This note was uploaded on 02/23/2012 for the course MGT 101 taught by Professor Staff during the Fall '10 term at Texas State.

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Dissertation synopsis ethics - A comparative study of the...

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