Ch. 4 - The Marketing Environment

There are three key elements to the marketing environment which are the micro-environment, the macro-environment, and internal environment.These key elements are important because, marketers build internal and external relationships. Marketers need to assess and evaluate the internal business/corporate environment and external environment, which is subdivided in to micro and macro.Google is a Geocentric company. Google managers are recruited from all over the world and that power is centralized in the United States. It has been designed to serve Google customers across multiple time zones and languages spanning Europe, the Middle East, and Africa. Google's target markets are established business advertisers. They designed a searchable database and matrix to favor big business and established merchants with brand recognition. They've developed viral marketing and have attracted the attention of all sources of media for promotions both paid and free. This has provided them with a top dollar, revenue earning advertising medium yet disguised as an Internet search engine to the web surfer. They continue to develop more Internet advertising opportunities and technology to increase revenues from advertisers.

Ch. 3 - Ethics & Social Responsibility

Running a socially responsible and ethical company is often the best thing for a business. By having a company that stands for ethical values, you show people integrity and empathy. More and more people are choosing to buy products from companies that are socially responsible rather than buying products from a company that damages the environment. More and more smart consumers are switching to socially responsible products. Majority of people would rather work for a company that stands for something benefiting humanity as a whole. Employees in ethical business are sometimes willing to work harder, and with more passion for the same pay or even less. Businesses that are ethical and socially responsible often find that other businesses come to partner with them before they come to partner with other less socially responsible companies.

The Google founders have a desire to promote the welfare of others, so they gave $1 billion in seed money with the objective of tackling poverty, global warming, and diseases. The Google company makes the world a better place: It is environmentally friendly, it has significant minority and women representation at all levels, and it is doing very well financially. Google donated $1,000,000 to Haiti. They also offer free advertising to nonprofits through their Google Grants Program. They also have an extensive list of free or low-cost services for nonprofits and universities through their “Technology-Driven Philanthropy” campaigns. An ethical violation that Google does is that they not only gather vast amounts of personal data, they aspires to global domination - and that's creepy, writes John Naughton. .

Ch. 1 - Overview of Marketing (Brief History and Mission Statement)

Google began in 1996 as a project by Larry Page and Sergey Brin. While studying in Stanford University California, Larry and Sergey came up with a plan to make a search engine that ranked websites according to the number of websites that linked to that site, and ultimately came up with the Google we have today. The domain Google.com was registered in September 14 1997 and Google corporation was a formed a year later in September 1998. Google is a billion dollar organization that exists not only to satisfy it's searchers but it has changed the world allowing us to process several hundred million search queries a day, from every country around the world. I am committed to follow the Google company for the next fifteen weeks, and i am also committed to providing an informal yet professional statement each week after reading and applying the elements from chapters of the book.

Ch. 2 - Strategic Planning for Competitive Advantage

Effective Strategic planning is one of the most important steps a company needs to take in order to have a competitive advantage in today's marketplace. Google has been and continues to be the most dominant search tool on the web. Google serves three primary market segments: end users, advertisers and partner websites. Google does not charge users for searches, Google collects a fee on an advertiser when ever a user clicks on an advertisement. The Google search engine has continued to grow at a fast rate since its initial launch in 1998. Out of all the Google products, Google's search engine is the dominant business of the company. Google's long-term objectives are to deliver new advertising technology, enable users to search a larger base of information, and to develop tracking mechanisms.The employees at Google work 70% of their time on the core business, 10% for creativity and innovation freedom, and 20% on adjacent areas like Gmail and Google search desktop.

Creating a well thought strategic plan starts with a vision, since the day that Google started Larry Page and Sergey Brin have surely turned their vision into a cause. Think Google has reached their destination.