Google Case

Google Case: Questions

1. Targeted advertising is a tactic used to reach consumers who are in a certain demographic or who utilize a certain type of product like clothes or kitchen tools.

a. Targeted advertising is well-equipped when technology is changed. This form of advertising bypasses consumers who have no interest in the product being displayed via advertising thus saving time and money when wanting to advertise products to the proper market segment,

b. While televisions and newspapers reach a wide audience, the ads shown generally will not reach their target audience. In other words, the method of targeted advertising is implemented more than methods used for TV and newspaper ads.

c. Targeted advertising is a great tactic; however, it is not meant for all firms. A small or local business would not be desirable. For example, a beauty salon in Missouri would garner zero hits or clicks from consumers residing in New York City.

2. Innovation can occur when upgrading a product or process; it can also occur in the types of technology being used to expedite various processes. It depends on the industry in which a firm can pursue innovation. Some industries, like the finance industry, have a multitude or regulations and red tape that can be costly to get through in terms of time and money. In an industry like technology or cell phones, a firm can definitely be innovative if they are proactive of the consumers’ needs and cognizant of what types of products and services are failing or succeeding.

3. I would say that Google was a happy ship in the beginning, and I would say that Google is still a happy ship. I would state that a happy ship can create a positive atmosphere and a welcoming venue for exchanging ideas; however, if the sense of competition and seriousness fades, complacency can become an issue which would allow outsiders to dominate and sink the happy ship.

4. Some serious obstacles for Google would be the pressure of greatness and competitiveness being placed on their employees and the possibility of focusing their work on projects that could become obsolete by the time of completion. There is also the problem of being the subject of the media each time Google makes a mistake. To overcome the first problem, Google should continue to have an open and collaborative environment for their employees. For the second obstacle, Google should continue to have an increased sense of vigilance in the market and the technology so that the company can be proactive instead of reactive. For the final obstacle, Google will need its executives to follow a process that involves vigilant checks and balances so that each move they make mitigates backlash or negative limelight.

5. When there was an aura of arrogance in the early 2000s, Google did have a problem with public relations. Since 2008, the time when Google started making concentrated efforts in philanthropic