Market Research & Strategy The Term Paper

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That is until the Intel brand name took a major hit for allowing a faulty chip to make its way to the market. The internet-based Word-of-Mouth made the 'Intel Inside' a marketing nightmare. The Word-of-Mouth and Buzz marketing approach coupled with the internet are more effective than any available print or television ad currently used because consumers are too overly saturated by those mediums. This new approach of the future was recently used and studied for the popular film 'Fahrenheit 911' and the blockbuster results in revenues clearly show that this new approach is the wave of the next generation.

Conclusion

In conclusion, the world of marketing has changed and our more global and technologically advanced social and business environment will make marketers reevaluate their approach. Marketing executives can no longer go about in a 'business as usual'. This report therefore, was about how...

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The Vanishing Mass Market. Business Week, July 12, 60-68.
Durgee, Jeffrey F., Gina Colarelli O'Connor, and Robert W. Veryzer. "Translating values into product wants." Journal of Advertising Research Vol. 36 (1996).

Khermouch, Gerry & Green, Jeff (2001, July 30). "Buzz Marketing: Suddenly This Stealth Strategy Is Hot -- but it's Still Fraught with Risk." Business Week Online. Retrieved on May 4, 2005, at http://www.businessweek.com/magazine/content/01_31/b3743001.htm

Silverman, George (1997, November). How to Harness the Awesome Power of Word of Mouth. Direct Marketing Magazine, 32-37. Retrieved on May 4, 2005, from Market Navigation, Inc., Web Site: http://www.mnav.com/H2HarnWOM.htm

Sources Used in Documents:

References

Bianco, Anthony, Lowry, Tom, Berner, Robert, & Arndt, Michael (2004). The Vanishing Mass Market. Business Week, July 12, 60-68.

Durgee, Jeffrey F., Gina Colarelli O'Connor, and Robert W. Veryzer. "Translating values into product wants." Journal of Advertising Research Vol. 36 (1996).

Khermouch, Gerry & Green, Jeff (2001, July 30). "Buzz Marketing: Suddenly This Stealth Strategy Is Hot -- but it's Still Fraught with Risk." Business Week Online. Retrieved on May 4, 2005, at http://www.businessweek.com/magazine/content/01_31/b3743001.htm

Silverman, George (1997, November). How to Harness the Awesome Power of Word of Mouth. Direct Marketing Magazine, 32-37. Retrieved on May 4, 2005, from Market Navigation, Inc., Web Site: http://www.mnav.com/H2HarnWOM.htm


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