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UBC MEDIA&COMMUNICATION INSTITUTE

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Specializes in a variety of professional services from public relations, international communications, media relations, political marketing, crisis management, media kits, advertisement, press coverage as well as teaching and trainings.

 

UBC ENTERTAINMENT & MANAGEMENT GROUP

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The international entertainment and management services company with a variety products/services from film production, motion pictures, photography, television specials and what is more - artists and professionals management

 

 

UBC SCIENCE&RESEARCH CENTRE

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A professional science and research institute offers a wide range of research; academic and business, helps to build the strategy in the company. Help to improve the data analysis and statistics for the futher improvement of the companies.

 

Marketing communication

Marketing is the study and management of exchange relationships. Marketing is the business process of creating relationships with and satisfying customers. With its focus on the customer, marketing is one of the premier components of business management.
 
The 'marketing concept' proposes that in order to satisfy the organizational objectives, an organization should anticipate the needs and wants of potential consumers and satisfy them more effectively than its competitors. This concept originated from Adam Smith's book The Wealth of Nations,  but would not become widely used until nearly 200 years later. Marketing and Marketing Concepts are directly related.
 
Given the centrality of customer needs and wants in marketing, a rich understanding of these concepts is essential:
 
Needs: Something necessary for people to live a healthy, stable and safe life. When needs remain unfulfilled, there is a clear adverse outcome: a dysfunction or death. Needs can be objective and physical, such as the need for food, water, and shelter; or subjective and psychological, such as the need to belong to a family or social group and the need for self-esteem.
Wants: Something that is desired, wished for or aspired to. Wants are not essential for basic survival and are often shaped by culture or peer-groups.
Demands: When needs and wants are backed by the ability to pay, they have the potential to become economic demands.
 
Marketing research, conducted for the purpose of new product development or product improvement, is often concerned with identifying the consumer's unmet needs. Customer needs are central to market segmentation which is concerned with dividing markets into distinct groups of buyers on the basis of "distinct needs, characteristics, or behaviors who might require separate products or marketing mixes." Needs-based segmentation (also known as benefit segmentation) "places the customers' desires at the forefront of how a company designs and markets products or services." Although needs-based segmentation is difficult to do in practice, it has been proved to be one of the most effective ways to segment a market. In addition, a great deal of advertising and promotion is designed to show how a given product's benefits meet the customer's needs, wants or expectations in a unique way.
 

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