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¶ … Marketing' tutorial offers an overview of marketing concepts in a straightforward, textbook-like manner. Part I focuses on definitions. Marketing is broken down into its essential components. This includes typical marketing strategy and tactics; the need for identifying, creating, and maintaining customers through research, and generating and sustaining value by fostering positive relationships with suppliers. It also lists important considerations when generating marketing campaigns such as determining target markets, product, promotions, distribution and prices.
However, while the general overview in Part I is useful to some degree, it is also extremely vague and uses no examples to 'ground' the generalizations in the real world. Marketing is not a theoretical discipline like philosophy: it is ultimately, a hands-on practical subject. Students are exposed to the concepts on a daily basis through advertising and other product promotions. Connections between the reader's daily life and marketing are never drawn.
The absence of visuals is another problem with the tutorial. Marketing would seem like an ideal subject to use visual examples, such as links to advertisements or video clips of product promotions. Instead, the website is extremely wordy, with no examples or graphics. There are also long passages on topics like the History of Marketing which are only tangentially relevant to the rest of the course, which is primarily conceptual in nature. The 'Criticisms of Marketing' section seems...
While briefly touching upon some of the criticisms might be valid, the course content does not revolve around ethical debates about whether it is ethical to market to consumers at all. Additionally, the information in this section is phrased in a very vague fashion such as: "Fortunately, many countries offer customers some level of protection from misleading claims since such business practices may subject the marketer to legal action." What countries? What relevant laws?
Part II of the marketing tutorial discusses the importance of marketing research. Marketing research can include amassing data on customer demographics and desires, finding new methods of distribution, determining how to use new technology to create value, and also deploying quantitative analysis using concepts like price elasticity. Research helps determine the nature of 'audience' the marketers must 'pitch' to and understand. It also is a way in which to maximize value in terms of product creation, distribution, and determining the optimum price. However, Part II, much like Part I, lacks concrete examples. For example, it is asserted: "Relying on results of research conducted incorrectly to make decisions could prove problematic if not disastrous. Thousands of examples exist of firms using faulty research to make decisions, including many dot-com companies that failed…
On one hand, this may alter the consumers' trust in the company's products which are perceived as intangible compared with those goods that can be purchased from the shelves of specialized stores. On the other hand, resorting to intermediaries implies paying a certain commission which results in higher prices for the respective products. Moreover, the success of selling through indirect channels depends, to a great extent, on the distributors'
From a performance analysis perspective, costs of alternative support channels are first evaluated, followed by the key performance indicators (KPIs) typically used in financial services organizations to measure the performance of their online initiatives, most notably, websites. Following this discussion of performance analysis there is an analysis of resource availability and allocation of resources. Performance Analysis From a cost-per-incident analysis, the following table presents findings from Forrester Research specifically in measuring
Spotlighting Samplings 4 Qualitative Research Research Choices 6 the Phenomenology Method The Ethnography Method DEPTH Four Qualitative Approach Comparison Strengths and Critiques of Case Studies "A research design indicates the full research process from conceptualization of the research problem, generation of data, analysis and interpretation of findings, and dissemination of results" (Magilvy & Thomas, 2009, What and Why… Section, ¶ 4). The Question of Interest What type of research design should the researcher use? To answer the study's critical research
Self-Marketing PlanExecutive SummaryThis self-marketing plan is a demonstration of marketing concepts as applied to creating employment opportunities for myself in the field of MIS. It begins with an environmental scan and SWOT analysis, with a self-analysis (talents and goals) offered in place of a traditional product analysis. Included in this section are a career market analysis and competitive analysis, which identifies the nature of the career that I will be
Branding in Service Markets Amp Aim And Objectives Themes for AMP Characteristics Composing Branding Concept Branding Evolution S-D Logic and Service Markets Branding Challenges in Service Markets Considerations for Effective Service Branding Categories and Themes Branding Theory Evolution S-D Logic and Service Markets Branding Challenges in Service Markets Considerations for Effective Service Branding Branding Concept Characteristics Characteristics Composing Branding Concept Sampling of Studies Reviewed Evolution of Branding Theory Evolution of Marketing Service-Brand-Relationship-Value Triangle Brand Identity, Position & Image Just as marketing increasingly influences most aspects of the consumer's lives, brands
Com and 50 U.S. top distributors) has been properly covered. If there is a discrepancy between expectancies and results, the organization will identify the causes and try to eliminate them. Still, even if final control is compulsory, the marketing department should periodically check the accomplishment of tasks. Therefore, the plan should prescribe deadlines, budgets, and activities that must be closely obeyed in order to timely detect and remediate potential causes of