Ch. 7 - Business Marketing

Google's main marketing strategy is Business to Business (B2B). Google offers many products that help small businesses and big businesses all in one. For example:

• AdWords helps business have ads on the Google results page to get noticed and receive more traffic on their websites.
• Google Places allows business to be there when consumers search for them. Or use their Google maps on their phone to find their way and notice your store is right around the corner.

With products like these Google helps the businesses get noticed and helps them receive more traffic in their stores or websites to be able to grow and receive more success.

Ch. 8 - Segmenting and Targeting Markets

Google offers a lot of different products that attract different types of people. The one product that creates the most revenue is AdWords. They also use AdWords themselves for their own ads.

AdWords itself provides its customers with the ability to choose keywords that will automatically target their ads and show their ads when someone searches anything containing those keywords. AdWords also has a display network that allows the ads to show on other website other than just the Google result search page. Using the keywords, Google's contextual targeting technology can automatically match ads to webpages in their Display Network that are most relevant to the business.Some of the network websites include:

Google Christmas

Ch. 11 - Developing and Managing Products

Before Google released an official product most of them went through a Beta testing period in their Google Labs. 


Google Labs was created to demonstrate and test new Google projects. Google Labs allowed them to test how well the product would do, they would receive feedback and improve the glitches, before making its products official. Many of the Google product we know today were once just an experiment in Google labs.


For example:
Gmail

Google Sky Map

Google Goggles 

Unfortunately, Google decided to shut down Google Labs earlier this year and it officially shut down on October 17, 2011. 

Ch. 16 -Integrated Marketing Communications

Google has managed to become the world's most popular search engine by an advertising method that doesn't necessarily work as good for other companies as it did for Google. This method is word of mouth. Word of mouth advertising is more influential than any other form of advertising. Because people believe what their friends and neighbors say about your company. And if that person is a happy satisfied customer they will tell their friends and family about your great service. Google doesn't only rely on word of mouth but the service that brings the most revenue is their own AdWords. Their own product AdWords allows Google to have advertisement on their own Ad section. Now they also have commercials on TV advertising Google Chrome. The most advertised product they have is their Android phones. The Android line has many sales and promotions on TV from different companies such as T-Mobile. AT&T, Sprint, etc.

What has also help Google is their Public Relation. Google is very press friendly and in turn the press usually picks up anything new Google does right away. On their website they also post news about themselves and what they are up to and they even have a section of contact information that the press can use to contact them.

With the help of its customers, the press and the use of its advertisements Google has managed to become one of the world's most used search engine and has managed to become a strong and easily recognized brand around the globe.

Ch. 10 - Product Concepts

Google has always been big on maintaining its Android phones up to date.

For Example when the original G1 was first released back in 2008 it lacked an important feature, a video recorder. The camera it had was only for pictures. But later Android released the Android 1.5 Cupcake update which fixed the issue of previously missing features, including video recording, stereo Bluetooth support, and a soft keyboard.

With releasing updates Android keeps its customers satisfied and intrigued because the updates adds new features to their phones or changes their interface. Which in turn makes the customer feel that they have a new phone.

Other Android updates include Donut, Eclair, Froyo, Gingerbread, Honeycomb, and the soon to be released Ice Cream Sandwich.

Ch. 18 - Sales Promotion and Personal Selling

     Google primary source of promotion is by word of mouth. It has become so successful because its:

• User friendly
•  The homepage is simple.
• Doesn't bombard its visitors with ads.
•  Results are quick and relevant
• Other services
• Gmail, Google Docs, AdWords, etc.

     And because of this users are referring Google to their friends, co-workers, and family members.

     Google promotes itself too. It promotes itself using it own service AdWorks. At times on the result pages there would be ads of some of their products as it is relevant to what you were searching for. 

     Now Google even uses their Android phones as promotion tools. Most android phone have Google engraved or painted in them. Default settings have the Google search bar on the main screen of the phone and use several of their products such as Gmail, Google Maps, Google Goggles, Google Sky Map, etc. On some of the free apps for example Angry Birds, you might get a Google ad as you play the game.

  

Ch. 17 - Advertising and Public Relations

Google has, since day one, been advertised through:

1. Word of mouth.
2. Press.
3. Its own ads ("Ads by Google").

     Most of us have heard of Google through a friend or a co-worker or maybe a family member. It is very rare that we have seen a commercial of Google advertising themselves. This is because since its start Google has been able to spread by word of mouth successfully.

    Google is also very press friendly and in turn the press usually picks up anything new Google does right away. On their website they also post news about themselves and what they are up to and they even have a section of contact information that the press can use to contact them.

Media contacts

Email our press team at:press@google.com 

For non-urgent matters, you can call and leave a message:+1.650.930.3555  

     Google Ads is Google's many source of revenue. Google Ads provides it customers with many different ways of advertising on Google's result pages with products such as AdSense and AdWords. Through products like these Google finds the opportunity to advertises itself by placing some of its ads on its ad section if your search relates to some of their products.
     Although Google hasn't advertise itself much on TV in the past, now they are starting to use advertising a bit more. You've probably notice that there has been a couple of Google Chrome commercials on TV lately. In the Google Chrome commercials they show how easy it is to use all their products.  

Ch. 15 - Retailing

     For this assignment we were instructed to go to a retail store and report about the experience. Since my company is Google I couldn't go to an actual retail store that deals all about Google products so I went to the next best thing and went to a T-Mobile store. I went to a T-Mobile store because they sell Android phones which is a Google product.

     I went in paying particular attention to the type of customer service they provide and how well they present the Android product to their customers. When I walked in they acknowledge me right off the bat. The representative that dealt with me was extremely friendly and very knowledgeable. He went through the whole Android product line to show me the differences of the multiple Android phones they had available and to see which ones features fit me the best. I thought this was highly effective because most people do not know exactly what they are looking for in a new phone or sometimes the brand new phone coming out that day isn't right for them.

Ch. 6 - Consumer Decision Making

     Google recognizes that whenever consumers search the web they want it to be as fast as possible, with all their favorite websites at their fingertips, so Google offer software like Google Chrome to help consumers browse the web quickly and easily. 

     Because consumers are not always have a computer nearby they have made their products such as Gmail and Google Maps available right from the consumer's phones. And in order to provide those service on consumer's phones they have developed Android: 

the world’s first fully open platform that any mobile developer can use and any hardware manufacturer can install on a device.

     Android helps Google provide its consumers with better and cheaper mobile devices to access the Internet. Which in turn allows the consumer to easily access their favorite Google products from anywhere right from their phones.

Ch. 5 - Developing a Global Vision

     Google has numerous data centers scattered around the world with offices in places such as Belgium, Denmark, France, Germany, Japan, Korea, Egypt, Brazil and Mexico. They offer multiple languages that users can choose from which allows them to search and find results and be able to read and understand. Google Maps allows individuals to search for directions in different states, countries, cities around the world no matter if they live there or not. 

     Google+ is Google's new player. Google+ is a social network similar to Facebook. It was opened to the whole world this week. Google+ provides features such as hangouts, Hangouts uses live video to bring people together, face-to-face-to-face no matter where they are in the world. They can use hangouts from their computer at home, or if they are on the move from their mobile phones. 

     Google Global Market finder,

     "uses data from Internet searches conducted around the world to show the number of times people search for your keywords in Arabic, Chinese, English, or one of 56 languages. When combined with AdWords, Global Market Finder also showcases estimates of suggested bid, competition for each Google Translate translation for that keyword used in your target market. These metrics will allow you to compare the cost of acquiring a new customer with your product margins and help you to determine whether reaching customers in a new market is good for your business."   

     

Ch. 4 - The Marketing Environment

Demographics:

     Google's primary demographic consists of young users, and as those users get older the younger generation will take their spot which gives them a great advantage on those companies that demographic group consist of an older generation. Especially since the younger generations are growing up with  more usage computers and the internet than older generations so it's easier for them to get the hang of things. The good thing for Google is that internet search isn't a gender based. And their users consist of both genders and it wouldn't hurt them if the had more males visiting their search engine than females and vice versa. Because computers have become more affordable, many people in economically disadvantaged countries are gaining access to the internet for the first time, Google offers a personalized search engine for more than 115 countries, and since its language support is always improving they have no specific geographical area they cater to but are available to all with internet access.

Ch. 3 - Ethics & Social Responsibility

   Google has done a lot to maintain its Ethic and Social Responsibilities. For example in 2007, Google committed itself to becoming carbon neutral by reducing waste, using as much renewable energy as possible and offsetting its emissions through carbon credits. To do this, it has invested hundreds of million dollars in renewable energy projects, mainly solar and wind, and has entered into huge long-term purchase agreements with major renewable energy producers at a total cost of somewhere in the region of $800 million. 


Inside Google Plex:


     Google has also spent millions on making sure that the offices where its software engineers work are carbon neutral wherever possible. The rooftops of its headquarters, ‘Googleplex’, are covered in solar panels which generate 1.6MW of electricity. Google encourages its workers or "Googlers" to also be environmentally friendly. Google provides its workers with shuttles to commute from home to work and back, and when they get to the Googleplex they provide their workers with Gfleet, Google's car-sharing program for Googlers on campus, which includes the next generation plug-in vehicles. Googler's Gfleet is available to employees free of charge for off-site meetings, running errands, or emergencies. Googlers can also take GBikes, their on-campus bike fleet or GRide, their on-campus taxi service, across campus to quickly get to where they need to go.  

Google around the World:


   Not only is the company looking for a way to maintain itself environmentally friendly, the company is also using its technical know-how to work on a series of projects to help make the world a more energy efficient place. Its free PowerMeter service allows home owners to track how much electricity they are using at home, while it is working on software to make driving a car more efficient. It has also come up with a plan, ‘Clean Energy 2030’, to create $4.8 trillion in the US and cut fossil fuel consumption in the world’s biggest energy market by 88 percent for electricity generation and 44 percent for vehicles. The plan suggests that it is possible to cut carbon dioxide emissions from electricity generation by an incredible 95 percent.


     Google has also produced 'Blackle', its meant to be the energy saving search engine alternative to the original Google page. Blackle saves energy by the screen being predominantly black and because a monitor requires more power to display a white (or light) screen than a black (or dark) screen. 

Ch. 2 - Strategic Planning for Competitive Advantage

      Google plans to offer YouTube movies services in Canada. In providing this service Canadian citizens are able to rent movies online and download them onto their computer, television, or laptop. The services will be available to customers for C$3.99 for older movies and C$4.99 for newer movies. With the announcement of Blockbuster closing some of their rental outlets in Canada this will benefit Google's YouTube Movies and provide it with the clientele that is left afloat from Blockbuster's closures.

A Mission and The Rest is History

            Google was founded by Larry Page and Sergey Brin, two Stanford University graduate students. Before there was there was BackRub a search engine that was created by Page and Brin, BackRub used links to determine the importance of individual web pages. In 1998 Page and Brin's search engine BackRub was officially established. But in 1997 Page and Brin decided the search engine needed a new name and came up with the name Google. Google is a play on the word “googol,” a mathematical term for the number represented by the numeral 1 followed by 100 zeros. The use of the term reflects their mission to organize a seemingly infinite amount of information on the web.
           Since it's establishment Google has grown to become one of the most used search engine. It even provides it services in many different languages so users all over the world could use it. Having many languages available to its users allows Google to accomplish its mission which is to organize the world‘s information and make it universally accessible and useful.