Use our essay title generator to get ideas and recommendations instantly
Kadri is positioned as a low to medium priced pharmacy, with complex services. The pharmacy addresses all age groups. In addition to this market segmentation includes seniors with special needs, individuals that are interested in quitting smoking, non-native English speakers, and others.
Internet Value Proposition
The digital marketing strategy that Kadri intends to develop is focused around the pharmacy's website (Doligalski, 2010). Through this website, Kadri wants to improve relationships with customers by reducing the time required by providing the services, by providing the necessary information exactly to the customer segment that requires it, and by expanding the range of services provided by the pharmacy's employees. This is the value proposition that Kadri intends to deliver to its customers.
Digital Marketing Mix
There are numerous digital marketing mix items that can be addressed, like blog, website, Youtube or Vimeo, Facebook page, LinkedIn account, Google, Instagram, Vine, Twitter, Flickr,…
6. Meyer, R. (2013). The Biggest Challenge in Pharma Digital Marketing. Retrieved May 3, 2013 from http://worldofdtcmarketing.com/the-biggest-challenge-in-pharma-digital-marketing/focus-on-patients/ .
7. Shaywitz, D. (2013). Pharma's Digital Health Strategy: Four Options. Forbes. Retrieved May 3, 2013 from http://www.forbes.com /sites/davidshaywitz/2013/01/25/pharmas-digital-health-strategy-four-options/.
8. Digital Marketing to Play a Greater Role in the Promotion of Pharmaceutical Companies and Products (2012). Nigel Wright Recruitment. Retrieved May 3, 2013 from http://www.nigelwright.com/Assets/Documents/Digitalmarketingtoplaygreater.pdf .
luxury brands Digital marketing and sales for What does the word "luxury" exactly mean? Majority of the people can identify a luxury product however, when it comes to describing the characteristics or qualities that give the product that luxurious feel it becomes hard for us to pin point them. The main reason behind this is the fact that every individual has his/her own perception of luxury; some might go for the quality or rareness while others might think of luxury in terms of comfort (Chevalier, and Mazzalovo, 2012).
Why do we take out our best suit when we have to attend a significant interview or meeting? Why do we ensure that we are wearing some good quality perfume rather than a cheap one while going out on a date? In case of luxury, self-indulgence concept is very closely related to socially directed motives (Chevalier, and Mazzalovo, 2012).
Since the start…
Chevalier, M. And Mazzalovo, G. (2012). Luxury Brand Management: A world of privilege. Wiley Publications.
Danziger, P. (2005). Let Them Eat Cake: Marketing Luxury to the Masses -- as well as the classes. Kaplan Business Publications.
Kapferer, J.N., and Bastien, V. (2012). The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands. Kogan Page Publications.
Luxury Daily. (2013). Luxury consumers embrace social media. Taken from: http://www.warc.com/LatestNews/News/Luxury_consumers_embrace_social_media.news?ID=31677
Web promotions as well as direct emails are a critical part of our marketing, and I am careful to select reputable websites with designs likely to attract our target demographic of consumer and which generate a high number of online 'hits' due to the site's choice of content.
In the future, I hope to directly integrate our services with the salon's own website. Revenue can be generated by advertising the products of local suppliers, and linking to these sites on our own website. This website will create a sense of personalized attention, even off-site, as users can give feedback to the salon through the site, and feel a sense of community with the salon and other customers. In future, I intend to use web to enable consumers to look at and learn about new colors and treatments even before they arrive in the store. I also hope to generate emails…
I have selected the Jackson Jackson Health System, based in Miami, one of the largest health care facilities in the country. I have selected the Digestive Health program. The website for Jackson Health System is http://www.jacksonhealth.org/services-otolaryngology.asp
Despite its size, the Jackson Health System does not appear to have any particular marketing campaign, and the Digestive Health department definitely does not have a marketing campaign. The system's slogan is Miracles Made Daily, a weak and generic slogan and says nothing, and honestly does nothing to inspire. First, I don't want a miracle, I want a professional doctor to save me – if I'm relying on God to save me, why would I pony up for health care services? I know what they are trying to say with this slogan, but it misses the market big time for me.
I agree with the Jackson policy that individual departments do not…
Gupta, A., Tyagi, M. & Sharma, D. (2013) Use of social media marketing. Journal of Health Management. Vol. 15 (2) 293-302.
Mackey, T., Cuomo, R. & Liang, A. (2015) The rise of digital direct-to-consumer advertising? Comparison of direct –to-consumer advertising expenditure trends. BMC Health Services. Vol. 15 (2015) 236-245.
Medina, P., Buil, P. & Heath, R. (2016) Establishing and demonstrating US hospital brands through Facebook. Observatorio Journal. Vol. 10 (3) 20-40.
Radu, G., Solomon, M., Gheorge, C., Hostiuc, M., Bulescu, I., Puracea, V. (2017) The adaptation of health care marketing to the digital era. Journal of Medicine and Life. Vol. 10 (1) 44-46.
elationship marketing Digital marketing >development M theory >customer relationship management theory >Nature digital marketing >E-business/E- commerce > M a result direct marketing 1) markerting
elationship Marketing and Digital Marketing
Development of elationship Marketing Theory
elationship marketing is a form of marketing that focuses on customer retention and satisfaction, in comparison with other forms of marketing that focus on sales. This type of marketing is characterized by increased interest in the value that customer relationships can provide companies that cultivate long-term relationships with them through specialized communication strategies.
The development of relationship marketing is in accordance with technological developments. The expansion of online social networks provides great potential that can be exploited by companies that develop and implement relationship marketing strategies. The most frequently used strategies in relationship marketing are represented by inbound marketing efforts, public relations, social media, and others.
The need for relationship marketing is determined by markets characterized…
1. Prasongsukarn, K. (2010). Customer Relationship Management from Theory to Practice. Retrieved April 7, 2011.
2. Ryan, D. & Jones, C. (2009). Understanding Digital Marketing. Retrieved April 7, 2011 from http://books.google.ro/books?id=Tg1MC3bA4TkC&pg=PA19&dq=digital+marketing+strategy&hl=ro#v=onepage&q=digital%20marketing%20strategy&f=false .
3. Epstein, M. (2004). Implementing E-Commerce Strategies. Retrieved April 7, 2011 from http://books.google.ro/books?id=Kn6MWyz5-s8C&printsec=frontcover&dq=ecommerce&hl=ro#v=onepage&q&f=false .
4. Egan, J. (2008). Relationship Marketing: Exploring Relational Strategies in Marketing. Pearson Education, Ltd. Retrieved April 7, 2011 from http://books.google.ro/books?id=q8fmemRao_EC&printsec=frontcover&dq=relationship+marketing&hl=ro#v=onepage&q&f=false .
In the research article “Effect of Digital Marketing on Competitiveness of Automobile Companies in Kenya” by Eva Nkatha Kigunda, the objective was to assess how digital marketing strategies affected the competitiveness of automobile companies in Kenya. The digital marketing strategies included in the study are search engine marketing (SEM), email marketing, social media marketing (SMM), and online advertising. The study population was staff working in the marketing departments of major motor vehicle dealers in Kenya, and a sample of 101 (30% of the population) was included in the study (Kigunda 2017). Data was collected through semi-structured questionnaires and inferential and descriptive statistics used for data analysis. Quantitative data was analyzed using SPSS version 20. The study findings are that while automobile dealers in Kenya have significantly invested in digital marketing, there return on investment (ROI) is still insignificant. Digital marketing strategies are mainly used in maintaining the current customer…
Technology in Business
The Digital Phone
The Digital Phone began with a single video on a concept of a phone, worth keeping, instead of the regular purchase of phones once they spoil. The strategy used by the Dave, a designer behind the concept, is the use of social media to spread the concept. As for now, through the social media, the concept has reached over 400,000 people. The idea was not central to the creation of a phone, but spread the message of change in the mobile industry. Because of the many people who have come out to support the idea, the mobile industry may give in to the calls of a modular direction (Phonebloks).
The idea aims at creating a personalized phone, which will have "blocks" that a user can attach to a main board. Each of the blocks is responsible for a particular function on the phone,…
Fruhling, L Ann, and Digman A Lester, "The impact of electronic commerce on business-level strategies," Journal of electronic commerce research 1.1 (2000): 13-22.
Goldstein, Dan and Lee Yuchun, "The rise of right-time marketing," The journal of database marketing and customer strategy management 12.3 (2005): 212-225.
Graves, CS, and Willems P. Sean, "Optimizing the supply-chain configuration for new products." web.mit.edu.com. 2005. Web. 11 May 2014.
Kyle, Hensel, and Deis Michael H, "Using social media to increasing advertising and improve marketing," Entepreneurial executive 15 (2010): 87.
What follows in this report is a narrative and summary of the e-marketing strategy as it will be implemented for Namshi and their online e-commerce portal. Of course, e-commerce is the present as well as the future and thus Namshi will want to make sure to have an e-commerce portal that has all the right facets and parts, including the right marketing. The items that will be included in this broader plan include the strategies and tactics that will be used to achieve the desired objectives, customer service/loyalty avenues, timeline for the promotion strategies in question and what the future holds when it comes to all of the above and beyond.
There are a number of key issues that Namshi must deal with as part of its e-marketing strategy, in addition to its broader e-commerce strategy. The facets and factors that must be dealt with include…
The greater the level of support and information a customer needs to make a decision on which product to buy, the more likely a retail channel will be the best approach. Conversely if a product is by nature highly commoditized or is so popular it has strong customer trust, digital channels are the best approach, as they will drop the cost per transaction (Edelman, 2010).
Companies who are excelling at bridging both strategies include Apple and BestBuy. Apple has both their walk-in stores for managing the demonstration of their latest products and also delivering excellent personalized service at their Genius Bars. They also have one of the best websites and digital channels for selling their products online as well. The balance of digital and retail or space and place, is excellent, and supports the Apple brand overall. BestBuy is another company who has successfully defined a strong mix of space…
Edelman, D.. (2010). Gaining an edge through digital marketing. The McKinsey Quarterly,(3), 129.
Grandon, E., Nasco, S., & Mykytyn, P.. (2011). Comparing theories to explain e-commerce adoption. Journal of Business Research, 64(3), 292.
Martin-Herran, G., & Sigue, S.. (2011). Prices, promotions, and channel profitability: Was the conventional wisdom mistaken? European Journal of Operational Research, 211(2), 415.
Digital World and Luxury Brands
Why do companies need a digital marketing strategy?
What is the importance of digital marketing strategy in a company? The simplistic answer is the loss of opportunities and business. Digital marketing strategy formulation helps in making informed decisions about ones foray into digital marketing arena and ensuring that all the hard work is focused towards the fundamentals of digital marketing, which happen to be the most pertinent to a business. This is the initial step towards understanding the dynamics of the evolution of digital technology on the market place and its relation to the company. Increment in target market doesn't necessary depend on the type of business, but on digital technology to research, assess as well as buy the products they intend to consume. A coherent strategy of initially engagement and subsequently retention via digital technology helps a business in utilizing available opportunities thus being…
Marketing in the anking Industry
Prescott Valley, Arizona
Abridged Literature Review
While there are many industries in the world that are growing at a rapid pace, one of them is exceedingly doing well. This is because it relies upon the monies and funds of its customers and greatly influences the other industries as well. This is the banking industry. Although a common part of every consumer's life, the banking industry has been growing and developing globally. To understand such growth, the attention instantly goes to the strategic and marketing techniques that have been applied by the people of this industry. Therefore, to gain a thorough and concise outlook of the marketing wonders that have continue to enable the banking industry to succeed at all fronts, the research topic that has been proposed for this research paper is 'marketing in the banking industry'. This topic will not only…
Berger, A.N. (2003). The Economic Effects of Technological Progress: Evidence from the Banking Industry. Journal of Money, Credit, and Banking, Volume 35.
Chaneta, D.I. (2010). Marketing: Packaging and Branding. Journal of Comprehensive Research, Volume 8, 19-30.
Flaunet, M. (2012). Banking Industry Challenges. Retrieved from Deloitte: http://www.deloitte.com/view/en_LU/lu/industries/banking-securities/banking-industry-challenges/#.UlTYD9KBlac
Jr., G.P., & Hoskins, L. (2006). The Case for Market-Based Regulation. Cato Journal, Vol. 26, No. 3, 469-487.
A special part of the walk-through is the online shopping part, wherein the researcher will ask the participant on how he/she goes about with his/her online shopping activity.
Note on triangulation
The proposed three-method design for this exploratory study is the researcher's way of ensuring that research results are triangulated. Combining the general findings from the diary and FGDs and specific online shopping behavior from the in-depth interviews would create a more complete picture on the general landscape and specific aspects of consumers' attitudes towards and behavior on online marketing strategies for healthcare products.
Bughin, J., a. Shenkan, and M. Singer. October 2008. How poor metrics undermine digital marketing. The McKinsey Quarterly.
Elberse, a. July-August 2008. Should you invest in the long tail? Harvard Business eview.
James, W. April 2008. Exploring web language orientation in emerging markets: The case of Serbia and the Ukraine. Journal of Targeting, Measurement and…
Bughin, J., a. Shenkan, and M. Singer. October 2008. How poor metrics undermine digital marketing. The McKinsey Quarterly.
Elberse, a. July-August 2008. Should you invest in the long tail? Harvard Business Review.
James, W. April 2008. Exploring web language orientation in emerging markets: The case of Serbia and the Ukraine. Journal of Targeting, Measurement and Analysis for Marketing, Vol. 16, No. 3.
Malhotra, N. 1996. Marketing Research: An Applied Orientation. New Jersey, Prentice Hall.
Nike has a steady new product pipeline and any one product can fail miserably, but Blizzard has long lead times and needs every new product to be a hit, otherwise its subscriptions will dry up. Gamers will not have enough loyalty to wait another ten years for the next iteration to give the company another try.
As a result, Blizzard is forced to have a much stronger emphasis on managing products. The products need to be finely managed, and this is why the company gives more leeway to its developers. Nike can afford a miss, but Blizzard cannot. Thus, even though Nike employees are active people, the company relies more on its marketing department to drive product development, while Blizzard very specifically relies on its engineers.
The approach that each company has taken with respect to developing and managing products has worked well for each firm. It is hard to…
Cendrowski, S. (2012). Nike's new marketing mojo. CNNMoney. Retrieved November 21, 2012 from http://management.fortune.cnn.com/2012/02/13/nike-digital-marketing/
Mourdoukoutas, P. (2012). Why Nike's buzz marketing strategy is riskier than Red Bull's. Forbes. Retrieved November 21, 2011 from http://www.forbes.com /sites/panosmourdoukoutas/2012/10/18/why-nikes-buzz-marketing-strategy-is-riskier-than-red-bulls/
Takahashi, D. (2008). Q&a with Paul Sams, Blizzard Entertainment's Chief Operating Officer, on post-merger life. Gamesbeat. Retrieved November 21, 2012 from http://venturebeat.com/2008/08/18/qa-with-paul-sams-blizzard-entertainments-chief-operating-officer-on-post-merger-life-2/
Marketing Strategy in E-Commerce
When it comes to marketing, e-commerce is definitely the wave of the future. Gone are the days when companies need to market through newspapers and on billboards or sales flyers to get attention. Many companies still do these kinds of things, but they can couple that type of advertising work with other avenues of marketing in ways that will be beneficial to them and to their customers. The most significant issue with a marketing strategy in the e-commerce world is to gain a competitive advantage over other businesses (Porter, 1985). That has been true since companies started selling to customers, and has only become more significant in the digital age where companies focus on selling their wares to companies throughout the country and throughout the world. With the e-commerce opportunities that are available to companies today, it is not surprising that many of them are working…
Porter, M. Competitive advantage. New York: Free Press, 1985.
Urban, G.L. Digital marketing strategy -- Text and cases. New York: Pearson Prentice Hall, 2004.
Shorter Sales Cycles
As an expert in the field, Remont will also enjoy the benefit of shorter sales cycles. People who come to them will require less research, and will push more people to their product (Charlesworth 2009). They will approach the site with confidence and they will find them buying quicker than ever.
Becoming an expert will also influence others in the trade to seek a business out. They will look to connect with Remont because of their money making potential, and whether they are offering similar or complimentary products, it will enhance business (Reis 2001).
The basics steps of leveraging the Internet must be understood before the technical one, and these following ones will serve as the foundation of the sales approach.
Step 1 -- Be Giving
Having the right attitude on the website is essential for making progress with Internet pages. The company needs to…
Charlesworth, A. 2009, 'Internet Marketing: A Practical Approach', Butterworth-Heinemann, Oxford, UK.
Ferrell, O.C. And Michael D. Hartline, 2008, 'Marketing Strategy, 4e', Thomson South-Western, Mason, OH.
Lee, O. 2001,'Internet Marketing Research: Theory and Practice', Idea Group Publishing, Hershey, PA.
Ries, A. And Jack Trout, 2001, 'Positioning: How to Be Seen and Heard in the Overcrowded Marketplace', The McGraw-Hill Companies, New York, NY.
Assessing the Varying Definitions of Marketing
The original concepts of marketing have as their basis the objective of having the customer be at the center of any enterprise, with all systems, processes and strategies aligned to fulfill their requirements and needs. Dr. Kotler in explaining the marketing concept shows how the operating philosophy of any business putting the customer at its center leads to greater value being delivered and strong financial viability over time (Cunningham, 2003). An additional definition of marketing is found in the capturing and analysis of customer-driven metrics of performance, and the use of business intelligence and analytics to quantify marketing behavior (Hester, 2009). Marketing is increasingly being defined from the standpoint of its role in the value chain of any enterprise, including demand generation, demand management and services management -- in short all functions across the spectrum of the customer lifecycle (Gronroos, 2006). While all…
Peggy Cunningham. (2003). The Textbooks of Philip Kotler: Their Role in Defining Marketing Thought and Practice Academy of Marketing Science. Journal, 31(2), 201.
Christian Gronroos. (2006) On defining marketing: finding a new roadmap for marketing. Marketing Theory, 6(4), 395-417.
Hester, J.. (2009). The Marketing Performance Measurement Toolkit, Journalism and Mass Communication Quarterly, 86(4), 952-953.
Executive Summary: Annual Marketing Plan
The annual marketing plan for the local law enforcement organization Ft. Mitchell Police Department is based on the budget of the department, which is financed by the public: state, local and federal taxes as well as bonds all go into financing the budget of the Ft. Mitchell PD. The budget is used to pay officers’ salaries, pensions, equipment, and so on. It is also used to fund the annual marketing plan of the department.
The Ft. Mitchell PD is in need of re-branding itself following a local scandal involving some of its officers what has been deemed by local community leaders and city council as a needlessly escalated conflict between police and minority members of the community. The department has set about developing a number of marketing approaches for its annual plan to help strengthen its image in the community and highlight…
Live Client -- iBASEt Corporation
iBASEt Corporation was founded in 1986 by Amrik Singh Poonian, and is today a $30M software company with sales offices in Toulouse, France; Detroit, Michigan; St. Louis, Missouri and at headquarters in Foothill anch, California. The company currently has 360 employees worldwide with 70 developers in India, and the majority of employees in the United States (iBASEt, 2015). The company is a leader in the development, sales and service of manufacturing execution system (MES), maintenance, repair and overhaul (MO) and supplier quality assurance (SQA) (iBASEt, 2015). Despite being a very small firm by enterprise software standards, iBASEt has been able to attract and keep many of the world's most prestigious aerospace and defense firms including Lockheed Martin, Boeing, Parker Aerospace, the United Space Alliance, Astrium French Aerospace, Airbus, L3 Communications and many others (iBASEt, 2015). Despite the company being public, their relatively open approach to…
Debi, P.D. & Sharma, A. 2013, "B2B Marketing Through Social Media using Web Analytics," PRIMA, vol. 3, no. 2, pp. 22-34.
Freundt, T., Hillenbrand, P. & Lehmann, S. 2013, "How B2B companies talk past their customers," The McKinsey Quarterly, no. 4, pp. 12.
Gagnon, E. 2014, "Goodbye, B2B Brand Marketing: Developing Content-Based Marketing Programs for the Post-Marketing Era," International Management Review, vol. 10, no. 2, pp. 68-71, 73.
Geraghty, K. 2011, "Introduction to digital marketing for analytics professionals," OR-MS Today, vol. 38, no. 4, pp. 58.
Transitioning Media -- Marketing randing a Digital World Instructions Paper
Marketing refers to the social procedure through which groups and individuals get whatever they want and need via creating and exchanging produce and value with one another (Einav, 2015). Technology has strengthened key milestones in the marketing history ever since its start. The television, radio, printing press, and the internet are examples of major technological innovations that eventually changed the relationships amidst marketers and clients and achieved this on an international scale. However, marketing is not all about technology, but people; technology is simply interesting from a marketing point-of-view when it effectually connects individuals with other individuals. There is a concept that infuses marketing circles today, a concept of mysterious eerie creatures that exist in their own hyper connected, multifaceted cyber world (Ryan, 2014). They are a mystery; communicate in a different language, speak in ways we cannot really comprehend,…
Alexandrova, E. (2010). USING NEW MEDIA EFFECTIVELY:AN ANALYSIS OF BARACK OBAMA'S ELECTION CAMPAIGNAIMED AT YOUNG AMERICANS. FORDHAMUNIVERSITY.
Brousell, L. (2015, August 27). Why social media could swing the 2016 presidential election. Retrieved from CIO: http://www.cio.com/article/2976083/social-networking/why-social-media-could-swing-the-2016-presidential-election.html
Consumers in Motion. (2015). Retrieved from eMarketer: http://consumersinmotion.com/2015/06/13/using-2015-technologies-to-win-the-2016-presidential-election/
Einav, G. (2014 ). Transitioning Media -- Marketing and Branding in A Digital World. TMT Strategic Advisors.
Mobile Manufacturing, Inc.
"This new product has to be right. If we can't gain back a significant share of the mobile phone market with this product, MM is not going to be here next year."
ith Mobile Manufacturing's back to the wall, so to speak, the company needs a bold marketing plan that will capture every bit of value that is possible in the market. This includes not only the traditional value, but also the perceived consumer value that is associated with their new product. However, to launch a marketing plan for the target market, the realization needs to be made that there are several different market segments that could potentially be targets for the company. Therefore, to really get the most impact out of the product launch, each different segment will need to be considered independently and a comprehensive plan must be designed to hit each individual target that…
Konzak, L. (2012, December 25). Top 3 Distribution Technology Trends for 2013. Retrieved from MDM: http://www.mdm.com/blogs/5-distribution-technology/post/29596-technology-2012-12-25-top-3-distribution-technology-trends-in-2013
Lazar, M. (2016, March 10). Ecommerce Statistics all Retailers Schould Know. Retrieved from Ready Cloud: https://www.readycloud.com/info/ecommerce-statistics-all-retailers-should-know
On Digital Marketing. (N.d.). The 5 Customer Segments of Technology Adoption. Retrieved from On Digital Marketing: http://www.ondigitalmarketing.com/learn/odm/foundations/5-customer-segments-technology-adoption/
Business Plan: Florida Adult Medicine and GYN Specialists LLC-S
Florida Adult Medicine and GYN Specialists LLC-S is designed to provide affordable care to patients via six APNs and one physician. The organization will offer a personalized model of care with minimal levels of bureaucracy in a manner that will empower patients. Patients will be able to make appointments and keep track of records via a secure patient portal. Patients will also be able to access information about their GYN specialists using social media and other forms of technology. "The implementation of interactive technologies that can be used in the engagement and education of patients directly in the care setting have also brought significant opportunities for impacting patient experience. Beyond the clinical setting, better scheduling technologies at the front end and the use of CM tools to support post care follow-up can play a role across the patient journey"…
Johnson, Chad. (2012). Healthcare technology. Health IT News. Retrieved from:
Marketing. (2003). HIPAA. Retrieved from:
Marketing Planning for Coca-Cola
Coca Cola is the global companies operating in more than 200 countries. Headquartered in the United States, the company uses different brands to market their products across the globe. While Coca-Cola has recorded an increase in sales in the last few years, the company has faced a stiff competition with several beverages companies globally. The study develops marketing planning for Coca-Cola, and examines the internal and external environments that the company operates. The report also develops the SWOT analysis for the company, and outcome of the analysis reveals that the company is facing stiff competitions with different soft drink companies. The report recommends that the management of Coca-Cola should focus in the production of energy boost drinks because these categories of drinks have gained increased market attention among consumers. Moreover, few companies are still operating in this line of business.
Coca-Cola is an American multinational…
Armstrong, G. & Kotler, P. (2011). Marketing: An Introduction, (10th Edition). New York: Pearson/Prentice Hall.
Baker, M. (2008). The Strategic Marketing Plan Audit. UK. Cambridge Strategy Publications.
Coca Cola (2015). Annual Report 2015. USA.
Eric, S. Siegel, B. R. Ford, J. et al. (1993), 'The Ernst & Young Business Plan Guide' (New York: John Wiley and Sons)
Standad maketing follow-up pocesses will be used to detemine whethe each taget maket undestood the specific content and context of the maketing communications initiatives diected to them. Suveys will addess the extent to which the intended messages managed to communicate the intended messages effectively and whethe those audiences made puchasing decisions based on the claity and effectiveness of those messages.
Standad maketing follow-up pocesses will be used to detemine how well customes believe the sevice met thei specific needs and expectations pospectively. Suveys will addess the extent to which the sevices they puchased met thei expectations and povided the benefits pomised and desied. Those mechanisms will also be used to collect infomation petaining to any desied changes o pefeences of customes in connection with thei futue patonage. Sevice packages, picing, and maketing changes will eflect the analysis of those data.
Standad maketing follow-up pocesses will be used…
references of customers in connection with their future patronage. Service packages, pricing, and marketing changes will reflect the analysis of those data.
Standard marketing follow-up processes will be used to determine how well customers remembered the specific messages in marketing campaigns and how those messages may have contributed to their decisions. The same technique will be used to collect data from prospective customers who initially expressed interest or who requested information about the service but ultimately decided not to purchase the product. Those surveys will address the extent to which those decisions may have been functions of the failure of marketing initiatives to achieve the necessary retention to generate sales of services.
Standard marketing follow-up processes will be used to determine the extent to which specific elements of messages in marketing campaigns motivated their eventual decision to purchase the product and how those messages may have contributed to their decisions. The same technique will be used to collect data from prospective customers who initially expressed interest or who requested information about the service but ultimately decided not to purchase the product. Those surveys will address the extent to which those decisions may have been functions of the failure of marketing initiatives to inspire prospective customers to make follow-up inquiries or further consider purchasing the service.
In order to incorporate the electronic education business into Med Ed, Learner is going to need to set out some performance benchmarks for the unit that reflect the bricks-and-mortar Med Ed educational leadership. There are a few different issues, therefore, that need to be covered. The first is the setting of performance benchmarks, which should reflect both the competencies of Cyber Health and the mission of Med Ed. The second issue that needs to be addressed is how these different performance benchmarks contribute to the organization's overall objectives.
eb Site Design
There are several different benchmarks for web site design. Kim, Shaw and Schneider (2003) have proposed six categories of benchmarks for e-commerce: business function, corporation credibility, contents reliability, website attractiveness, systematic structure and navigation. These cover most of the critical areas, but because with electronic education the students actively interface with the school over the web, there will…
Kim, J., Suh, E. & Hwang, H. (2003). A model for evaluating the effectiveness of CRM using the balanced scorecard. Journal of Interactive Marketing. Vol. 17 (2) 5-19.
Kim, S., Shaw, T. & Schneider, H. (2003). Web site design benchmarking within industry groups. Internet Research. Vol. 13 (1) 17-26.
Digital Book Production
Practical advice on publishing eBooks.
Which digital formats and platforms to convert to... pdf, ePub, Kindle, etc..
Lipton (2014) in his study assessed the current norms of the digital printing industry with focus on publishing and copyrights in America and European Union. He reveals that popular eBook formats are few rounding up in single digit figures. In case of United States, the industry frontlines such as Amazon, Apple and Barnes & Noble are quite open to their users in order to pave way for easier reading. Due to this simplistic idea, the nuisance of multiple file formats to be used is cut down as most book readers don't like to shift from one file format to another. It's just too much nuisance and hassle for a reader.
In case of European Union, he adds that the digital eBook market is slowly growing as publishers are indulged in…
Electric Book Works. (2014). Backlist conversions vs. frontlist plans. Retrieved from: http://electricbookworks.com/kb/digital-decisions-what-book-publishers-should-know-about-ebooks/product-decisions/backlist-conversions-vs.-frontlist-plans/
Friedman, J. (2012). 10 Questions to Ask Before Committing to Any E-Publishing Service. Retrieved from: http://janefriedman.com/2012/02/10/10-questions-epublishing/
Kenner, A. (2014). Designing Digital Infrastructure: Four Considerations for Scholarly Publishing Projects. Cultural Anthropology, Vol. 29(2), pp. 264 -- 287.
Khaledi, H. And Reisi-Nafchi, M. (2013). Dynamic production planning model: a dynamic programming approach. Int J. Adv Manuf Technol, 67:1675 -- 1681
His income level is reasonable enough to allow him to afford to buy a product that is at least average priced.
Another threat that needs to be dealt with is the fact that the age category we are addressing is most predisposed to change. People in this age group have a tendency to change their car once every a couple of years, change the electronics around the house, change the computer, etc. Compared with the over 55 category, much more conservatory, the consumers we are targeting have lower customer retention indicators and consistent additional effort needs to be made in this sense.
The third threat from the market that needs to be mentioned is related to technological obsoleteness and the implications deriving here from. One of the causes of the customer retention indicator I have previously mentioned is related to the fact that new technological features constantly appear in short…
This is a valuable social and interpersonal skill, which will help kids to grow into effective and cooperative adults.
The approach of the Kids n Clicks program will function on a personal, educational, and technological platform.
Personal assets kids can expect to gain from the program include:
Increased self-confidence, self-esteem, and independence;
Respect for each other, the community, and technological equipment;
The ability to work effectively as team members and leaders;
The ability to give and receive constructive feedback;
A more positive attitude towards education.
Educational benefits associated with the Kids n Clicks program will include:
Creative self-expression and learning by means of visual media.
Cultivating marketable skills like digital image production, graphic design, web page design, digital and online publishing.
Small groups, including no more than eight children in a singles session.
A combination of classroom and field work.
Potential income from…
Digital media then becomes an essential part of any channel management strategy in that it delivers a virtual experience of the product before it is purchased. Visit any auto manufacturer, hotel or realty site and you'll be able to virtually tour the auto, hotel room or property of interest online. All of these virtual visits are meant to alleviate anxiety and increase trust with consumers leading to them purchasing products more readily than before. Digital media in its many forms is accelerating sales cycles as a result.
Josh Bernoff, Charlene Li. (2008). Harnessing the Power of the Oh-So-Social Web. MIT Sloan Management eview, 49(3), 36-42. etrieved August 3, 2008, from ABI/INFOM Global database. (Document ID: 1458948591).
Terry Daugherty, Hairong Li, Frank Biocca. (2008). Consumer learning and the effects of virtual experience relative to indirect and direct product experience. Psychology & Marketing, 25(7), 568. etrieved August 4, 2008, from ABI/INFOM…
Josh Bernoff, Charlene Li. (2008). Harnessing the Power of the Oh-So-Social Web. MIT Sloan Management Review, 49(3), 36-42. Retrieved August 3, 2008, from ABI/INFORM Global database. (Document ID: 1458948591).
Terry Daugherty, Hairong Li, Frank Biocca. (2008). Consumer learning and the effects of virtual experience relative to indirect and direct product experience. Psychology & Marketing, 25(7), 568. Retrieved August 4, 2008, from ABI/INFORM Global database. (Document ID: 1497435411).
Bill Merrilees, Tino Fenech. (2007). From catalog to Web: B2B multi-channel marketing strategy. Industrial Marketing Management, 36(1), 44. Retrieved August 5, 2008, from ABI/INFORM Global database. (Document ID: 1176668411).
Aanalyze the marketing implications for reaching markets segments using both "space" (digital) and a "place" (physical) mediums. How can customers move effortlessly from one to another?
The use of digital (i.e. The Internet) and traditional media (newspaper / TV) are allowing customers to be able to learn more about different products as well as services that businesses are selling. They can be used to: create more interest in the merchandise and drive sales for the organization. The way customer can easily go from one medium to the next is when they will see or hear about a particular product in traditional forms. Once this takes place, they will then visit their web site later on. (Stokes, 2010, pp. 257 -- 279)
A good example of this took place recently between Cadillac and Apple. What happened was Apple was in the final stage of preparing to launch the I…
Dilworth, D. (2010). I Pad Changes Digital. DM News. Retrieved from: http://www.dmnews.com/iPad-changes-digital-mobile-game/article/167230/
Long, T. (2009). Using Social Media to Reach Women. Heart Health. Retrieved from: http://www.nhlbi.nih.gov/educational/hearttruth/downloads/html/sm-study.htm
Naughton, K. (2010). Cadillac Distances itself from GM. Business Week. Retrieved from: http://www.businessweek.com/news/2010-03-09/cadillac-distances-itself-from-gm-to-escape-bankruptcy-stigma.html
Stokes, D. (2010). Entrepreneurship. Hampshire: Western.
Life Stage Segmentation
The generational cohort segmentation shows how segmentation divides a population into smaller distinct groups. The different and unique characteristics of each group formed during segmentation allow advertisers to get an important guidance for communications planning. There are generally five ways of using this information once advertisers have divided a certain group.
First, segmentation permits advertisers to consider differences within the potential consumer audience for a particular product or service. As the segment characteristics in the generational cohort segmentation illustrate, it is unlikely that all individuals in the broader adult population will see all brands within a product category as equally acceptable or all advertising messages for brands within a category as equally relevant or persuasive. Different segments are likely to respond differently to the same product or advertising message. Thus, segmentation provides the information required for the planning and presentation of an advertising campaign that exactly…
Faye Rice, "Making Generational Marketing Come of Age," Fortune (June 25, 1995): 110-113.
Art Weinstein, Market Segmentation (Chicago, IL: Probus Publishing Company, 1994). 8-9.
Campbell Gibson, "The Four Baby Boomers," American Demographics (November 1993): 36- 40.
Gabriella Stem, "Aging Boomers Are New Target For Maybelline," Wall Street Journal (April 13, 1993): B1.
Consider the broad changes occurring in marketing today and identify themes that you believe are emerging from these changes. The most fundamental change in marketing today is that it has become increasingly consumer-driven (Lake, 2011). The marketing and advertising ploys popular in the days of the "Mad Men" advertising agencies don't work well with the sophisticated consumers who are networked to each other, access information online with ease, and -- following round-after-round of corporate fraud and betrayal -- have reached the apex of suspicion with regard to corporate behavior (Lake, 2011). Furthermore, consumers want to be engaged with brands in a new way (Lake, 2011). Consumers are looking to have conversations with brands in which they feel respected as knowledgeable individuals who spend some effort to stay informed (Lake, 2011). Marketers and advertisers are finding that they must take a different tact with consumers by inviting participation in the…
DeVault, G. (2012). Market Research. About. com
Lake, L. (2011). Marketing. About.com
Suggett, P. (2012). Advertising. About. com
Marketing Problem Nokia
Marketing problem: Lack of product innovation
Current marketing environment of Nokia
Marketing Problem Nokia
Nokia Corporation is a Finnish company that manufactures mobile phones, mobile computers, and networks. The company also provides services such as maps and navigation, music, media and software solutions for mobile phones. From late 1990s to late 2000s, Nokia remained the highest mobile selling company of the world. This however has changed recently and many other companies have effectively reduced the market share of Nokia. There are many causes of this decrease in global mobile sales share of Nokia however; one marketing issue has caused this downward journey more than others. The company reported having negative € 2.3 billion of operating income in FY 2012 whereas net income of the company was also reduced to -€ 3.1 billion in 2012 (Nokia Annual eport, 2012). Although Nokia was the first company to have launched…
Ewing, A., Moritz, S. & McMahon, M. (2013). Nokia Unveils Lumia Phone with Camera to Revive Demand. Bloomberg Businessweek. Retrieved from: [ http://www.businessweek.com/news/2013-07-11/nokia-to-sell-phone-with-high-resolution-camera-to-revive-demand ]
Gassee, J.L. (2012, April). Nokia: Three Problems for deposed king of Mobile Phones. The Guardian. Retrieved from: [ http://www.guardian.co.uk/technology/2012/apr/23/monday-note-nokia ]
Nokia Annual Report. (2012). Enabling a Mobile World. Nokia Siemens Networks. Retrieved from: [http://i.nokia.com/blob/view/-/2268488/data/3/-/NSN-form-2013.pdf]
Coined by marketing guru Jay Conrad Levinson, guerrilla marketing is marketing that is unconventional, nontraditional, not by-the-book, and extremely flexible. The nine major differing factors from conventional marketing provided in "360 Degree Internet Marketing - Think Outside the ox for Minimum Cost, Maximum Results," (2001), are:
Instead of investing money, you invest time, energy and imagination.
Instead of guesswork, you utilize our expertise and experience.
Instead of measuring your success in terms of traffic, responses or sales, you do so in terms of profits - your bottom-line.
Instead of ignoring customers once they've purchased, you follow-up for cross-sales, up-sales, and referral sales with great persistence.
Instead of only concentrating on making sales, you are dedicated to making relationships, which result in many more sales over the long-term.
Instead of focusing on a single strategy, you utilize a combination of many.
Instead of growing large and diversifying, you grow profitably…
360 Degree Internet Marketing - Think Outside the Box for Minimum Cost, Maximum Results," (2001), (Bulls Eye Marketing Group), Available: http://www.bullseyemarketinggroup.com/guerrillamarketing.html (Accessed 2003 March 1).
Arora, S. (2000), "Guerilla Launch Tactics," (eFuse), Available: http://www.efuse.com/Grow/guerilla_marketing.html (Accessed 2003 March 2).
Case Studies," (the Viral Factory), Available: http://www.theviralfactory.com/casestudy.htm (Accessed 2003 March 1).
Churchill, C. "Search Tip: Use Gateway Pages," (NetMechanic), Available: http://www.netmechanic.com/news/vol2/search_no2.htm (Accessed 2003 March 2).
Issues Associated with Online Data Collection by Advertisers;
There is an increased interest and use of information which can be collected from a person's digital footprint. Individually, the single pieces of information may not provide any great insight to a behavior patterns, but with firms able to collect and aggregate data, they are able to create profiles which will be used for commercial purposes. This may be seen as good sense, when considered from a commercial perspective, as much of the information collected is not personal, as the information may be seen as non-intrusive, such as occupation, home value, There is also data collected that is more personal, such as the type and amount of spending on different products, from luxury goods through to cat food (Singer np). The digital footprint information, when aggregated, can provide a great deal of insight into the profile of a potential customer, especially…
Identify one of the key roles of social media from a marketing management perspective? Identify two (2) ways in which social media is different from more traditional marketing tactics?
One of the most important roles that social media has from a marketing perspective is customer engagement. The examples given of how marketers are using games on Facebook to further their brand, reinforce engagement through rewards, and create more interaction with the brand illustrate this trend. There is also the aspect of engaging in a game with friends, and getting them to sign up on Facebook to play the games as well. Celebrities use this gamificaiton aspect of social media to keep their fans engaged as well.
The two ways this social media approach is different than traditional media is the interactivity and personalization aspects of it. The highly interactive nature of social media makes gamification possible. Interactivity of social…
Internet TV -- Present and Future
The future of how will people watch television is far from clear. The rapid advancements in technology have provided an increased number of options for different kinds of program viewing. Customers now have the ability to view only the programs they want without having commercial interruptions. Although this can be effectively accomplished now with devices such as the digital video recorders (DRV), when internet derived programing becomes more ubiquitous this will act to further accelerate the consumers control over their media. Advertisers will have to evolve to be able to deliver a marketing message through this medium. Although there will continue to be opportunities for traditional advertising, such as the thirty second ad, it is likely that marketers will begin to further integrate their messages into the content of the program even further through product placement.
Internet TV Overview
The combination of the…
Associated Press. (2007, July 3). 'Transformers' a GM ad in disguise. Retrieved from NBC News: http://www.msnbc.msn.com/id/19562215/ns/business-autos/t/transformers-gm-ad-disguise/
Cowley. (2011). The Ubiquitous Product Placement. Sydney: The University of Sydney.
Cowley, E., & Barron, C. (2008). When Product Placement Goes Wrong: The Effects of Program Liking and Placement Prominence. Journal of Advertising, 89-98.
Google TV. (2012). How it works. Retrieved July 22, 2012, from Google TV: http://www.google.com/tv/features.html
The American Snack Chip Manufacturing Corporation ("American Snack") has the mission of delivering the world from hunger, one chip at a time. The company will produce flavored snacks from its home in Queens. The company was founded by two women and some inherited commercial-grade equipment.
The branding strategy must be tied to the business model, it must be consistent and it must connect emotionally with the customer. The brand, American Snacks, is a statement of intent. Americans connect to all things American, and foreign markets understand that no country produces a wider variety -- and higher quality -- of snacks. The brand will be associated with classic snack products. Pricing will be premium to match the premium positioning of American Snacks. ith this premium pricing, the brand will be able to capture healthy margins not only in foreign markets, but also in the domestic market through premium retail…
Daye, D. & VanAuken, B. (2012). Product launch strategy & success. Branding Strategy. Retrieved December 14, 2012 from http://www.brandingstrategyinsider.com/2012/10/product-launch-strategy-and-success-.html
Girard, F. (2012). Concept of integrated marketing communication. eHow. Retrieved December 14, 2012 from http://www.ehow.com/info_7742033_concept-integrated-marketing-communication.html
Foulger, D. (2004). Models of the communication process. Brooklyn College/CUNY. Retrieved December 14, 2012 from http://davis.foulger.info/research/unifiedModelOfCommunication.htm
Inc. (2012). How to do market research. Inc. Magazine. Retrieved December 14, 2012 from http://www.inc.com /guides/marketing/24018.html' target='_blank' REL='NOFOLLOW'>
Whee Google elies on seach tems to tigge the display of a given
AdWods advetisement, it can be seen how Facebook wanted to ceate the
equivalent advetising business model though the use of social netwoking
and inteactions tiggeing which ad was shown. The ethics howeve of
tacking visits and activities on affiliate sites of cuent and pevious
Facebook membes, in addition to monitoing those visitos who have neve
opted in to Facebook yet ae being monitoed based on affiliate site click-
though taffic, is toubling. The lack of tanspaency about the entie
pogamme and the use of Beacons to become the foundation of a social
netwoking equivalent of Google AdWods is also toubling. In shot, all
these factos detact fom tust that Facebook visitos and uses have of
the site and thei futhe lack of communication on the issue just adds to
the deteioating tust visitos and paticipants on the…
references due to perceived
superiority combine to create a major roadblock in Nokia's efforts to re-
enter the market. When these factors are taken into account the key
obstacles Nokia needs to overcome in order to gain entry into the North
American market are made all the more difficult to overcome.
These key obstacles Nokia has to overcome in order to successfully enter
the North American market include addressing their weakness at successfully
partnering with service providers in general and content providers
specifically; the need for speeding up new product development and
Branding strategies are key to a company's success. Levi-Strauss must take care not to sully its reputation by jumping into a new line of business attire. The proposal to create a new line of Levi-Strauss office clothes is flawed. The following consulting report outlines the reasons why the company must change its approach towards developing a new line.
Branding strategies are key to a company's success and why the Levi-Strauss name is synonymous with jeans worldwide. Having expanded beyond dungarees and into men and women's casual apparel, the Levi-Strauss brand has remained consistent without being stagnant. Market research would be immanently helpful in making a final decision on whether or not to diversify the brand even further, but based on what we already know, Levi-Strauss cannot enter the business attire industry as a formidable competitor to Brooks Brothers without risking significant if not debilitating losses. It is therefore not…
Barwise, P. & Meehan, S. (2010). The one thing you must get right when building a brand. Harvard Business Review. Retrieved online: http://hbr.org/2010/12/the-one-thing-you-must-get-right-when-building-a-brand/ar/1
Deshpande, R. (2010). Why you aren't buying Venezuelan chocolate. Harvard Business Review. Retrieved online: http://hbr.org/2010/12/why-you-arent-buying-venezuelan-chocolate/ar/2
Lake, L. (n.d.). Developing your brand strategy. Retrieved online: http://marketing.about.com/od/brandstrategy/tp/brandstrategydev.htm
Milkman, Katherine L. (2008) Tap Consumers' Desire for "Shoulds." Harvard Business Review; Jul-Aug2008, Vol. 86 Issue 7/8, p22-23
Integrated direct marketing -- a strategy that incorporates several different media or messaging channels around a common message, much like Disney's use of this technique to promote their movies and DVDs in conjunction with their amusement parks and stores.
Internet (the Net) -- a global network of system connections running on the TCP/IP protocol that has millions of websites that when taken together form the Internet.
Marketing Web site -- a website dedicated to accomplishing goals of initiating and sustaining interest in a company, the marketing web site often lists the unique value proposition of a company, its key customers wins, and future direction.
Online advertising -- a highly effective form of advertising that concentrates on making advertising messages salient and relevant to prospects.
Online marketing -- the use of the Internet and its many applications on social networks to market new products and services globally.
Telemarketing- a marketing and…
What Salesforce does is create microsites, Twitter accounts, Facebook fan pages and LinkedIn accounts for their events, so that potential attendees can learn about the events' details through the channels that best fit their needs (Bernoff, Li, 2008). Each of these online approaches Salesforce uses are also heavily supported by video and audio clips, and an entire range of digital content that can be downloaded and played anytime potential attendees choose to. All of these aspects of strategies are also measured using online analytics as well, which are critical for all event marketing and selling strategies (Schwartz, 2011).
Of the many marketing and selling strategies for events, three of the more effective ones based on research include promoting online events in real-time, marketing an event using the natural beauty or attractiveness of the venue, and marketing events with a celebrity or thought leader. All three have proven to be…
Bernoff, J., & Li, C.. (2008). Harnessing the Power of the Oh-So-Social Web. MIT Sloan Management Review, 49(3), 36-42.
Rob Davidson. (2011). Web 2.0 as a marketing tool for conference centres. International Journal of Event and Festival Management, 2(2), 117-138.
Hoffman, D., & Novak, T.. (2011). Marketing Communication in a Digital Era: Marketers should focus efforts on emerging social, mobile and local trends. Marketing Management, 20(3), 37.
Matthew Schwartz. (2011, April). A holistic view of analytics: Marketers are making strides to connect metrics with companies' overall goals. B to B: Interactive Marketing Guide 2011, 96(4), 16.
In an online setting, owley suggests that marketers do not need to "speculate about customer needs" because they can use the Internet to download customer's buying profiles and enhance their customer service and product development strategies based on the information they receive from online reports. Further, the author suggests advertising can be more targeted because it is more easily tracked in an online setting vs. An offline setting. owley (2004) goes on to assert that the combination of online and offline services allows for more customization, and enables "mutual dependence" which in turn creates complex and diversified communities inclusive of customers and businesses. Organizations that utilize the Internet wholly, rather than partially, are more likely to become targets for innovation, research and development, which will only advance their goals in the short- and long-term (owley, 2004, p. 39).
There are theorists that study certain aspects of marketing, like advertising, but…
Bansal, Harvir S., Gordon, H.G. And McDougall, Shane S. 2004, 'Relating e-satisfaction to behavioral outcomes: An empirical study'. Journal of Services Marketing, vol. 18 no.4, pp.290-302, DOI: 10.1108/08876040410542281, Emerald Group Publishing Ltd., ISSN: 0887-6045
Foucault, Brooke E. And Scheufele, Dietram a. 2002, 'Web vs. campus store? Why students buy textbooks online'. Journal of Consumer Marketing, 19, no.5, pp.409-423. DOI: 10.1108/07363760210437632, Emerald Group Publishing Ltd., ISSN: 0736-3761
Harridge-March, Sally. 2004, 'Electronic marketing, the new kid on the block'.
Marketing Intelligence & Planning, vol. 22 no.3, pp.297-309. DOI: 10.1108/02634500410536885, Emerald Group Publishing Ltd. ISSN: 0263-4503
The approach Sony continues to take is one of concentrating on continual process improvement to become more agile and resilient in the face of environmental factors (Olenick, 2010) while at the same time seeking to comply with national requirements for sustainability and green initiatives including supply chain compliance (Svensson, 2009).
Legal Factors -- Sony has a culture that embraces learning as a virtue, and continually strives to gain insights from the experiences of other Japanese companies and their legal and regulatory lessons learned. The case mentioned earlier of Toshiba Machinery Company and their sales of unauthorized milling machines to the ussians decades ago still is a foundational element of Japanese ethical training for managers (Ohishi, Naoto, 1993). As the United States and other western nations have continually seen the level of compliance and reporting escalate up through government edict, Sony has continually had to increase its focus on contract management…
Marketing of Small and Medium Sized High Tech Companies. Journal of Euro - Marketing, 12(2), 5-27.
Bernoff, J., & Li, C.. (2008). Harnessing the Power of the Oh-So-Social Web. MIT Sloan Management Review, 49(3), 36-42.
Business Line: MARKETING: TV, laptop to lead Sony sales. (2010, December). Businessline.
Luis J. Callarisa Fiol, Miguel a. Moliner Tena, & Javier Sanchez Garcia. (2011). Multidimensional perspective of perceived value in industrial clusters. The Journal of Business & Industrial Marketing, 26(2), 132-145.
Those proposals included broadening its vital presence, and strong growth, in commercial markets and health imaging, refocusing research and development dollars; speeding investments in commercial markets; and taking over other companies and technologies to enlarge Kodak's portfolio of digital products and services.
On the force of its taking over Kodak Versamark and NexPress, Kodak's Graphic Communication Group is piling a portfolio of major variable-date printing equipment providers. Kodak's Digital and Film Imaging Systems business persists to prove its success in digital markets. In 2003, Kodak's share of the consumer digital camera market went up to No. 4 across the world, making the strong acceptance of the Kodak Easyshare range of cameras. Kodak the sole company coming in the Top 5 also ranks No. 2 in digital camera sales in America. Following just 8 months after entering the snapshot printer market in April 2003, Kodak claimed the top slot and persists…
Eastman Kodak. http://www.coursework.info/i/51664.html . Retrieved from Accessed on 4 June, 2005
Health, Safety, and Environment 2004 Annual Report: Employee Training an Important Practice at Kodak. Eastman Kodak Company. Retrieved at http://wwwcaen.kodak.com/U.S./plugins/acrobat/en/corp/environment/04CorpEnviroRpt/HSE2004AnnualReport.pdf . Accessed on 4 June, 2005
Introduction. Retrieved at http://www.kodak.com /U.S./en/corp/kodakHistory/index.shtml. Accessed on 4 June, 2005
Kodak Reports Significant Progress in Digital Growth Strategies. 22 September, 2004. Retrieved at http://www.cdrinfo.com/Sections/News/Details.aspx?NewsId=10658Accessed on 4 June, 2005
Marketing Plan -- Translator Connect Services
Marketing Plan -- Translator Connect
Marketing Plan for Translator Connect Services
This section outlines the marketing plan for Translator Connect Services. The plan consists of four components: Target market analysis, promotional strategies, marketing communications, and sales and marketing channels. The section below briefly describes the services and attributes of the translation services business.
Translator Connect Service Offering.
Translator Connect Service provides translation services to business, government officials, and travelers who must transact business in foreign lands. Translation services are offered to clients in two ways: Live translators may be accessed via a toll-free phone number in order to provide direct translation during the business transaction. The estimated translation accuracy for this option is 75%. Customers may also access translation services by using a phone application that instantly converts in-put voice to digital text which can be read aloud to the native speaker. This second…
Derval, D. (2007, July 12). Wait marketing: Communicate at the right moment at the right place. Business: Marketing eZine Articles. Retrieved http://ezinearticles.com/?Wait-Marketing:-Communicate-at-the-Right-Moment-at-the-Right-place&id=639759
Kurtz, D.L. MacKenzie, H.F., & Snow, K. (2009). Contemporary Marketing, (3rd ed.). Victoria, UK: Thompson-Southwestern. Retrieved http://books.google.com/
Lamb, C.W., Hair, J.F., Jr., & McDaniel, C. (2008). Essentials of marketing. (3th ed.). Cengage Publishing. Retrieved
Kodak decided to implement this initiative after conducting market research on the costs of printing at home. According to a study by InfoTrends, the greatest obstacle to printing at home is the cost of ink and supplies (Kodak, 2007). Another printer from the new line, the Kodak EasyShare 5300 offers a 3-inch color LCD display that enables photo viewing and cropping directly from the printer, with a memory card slot that provides an additional quick and simple way to print digital pictures without a PC. Other printers in the new line consist of printers geared toward home-office users. In this way Kodak maintained competitive with other photo companies offering the same products. Kodak's main marketing strategy is that the company is producing a less-expensive product with few frills that still fits its customers' needs. This allows Kodak to create a cheaper product that consumers love but competitors don't want to…
Ailawadi, K., Borin, N., Farris, P. (1995). Market Power and Performance: A Cross-Industry Analysis of Manufacturers and Retailers. Journal of Retailing,(71)(3): 211-248.
Blair, R. & LaFontaine, F. (2005). The Economics of Franchising. Cambridge Brandt, M. (2000). Introducing New Products. Retrieved November 12, 2007, at http://www.inc.com .
Cuneo, a. (2006). A Cingular Waste. Advertising Age. (May).
Christensen, C. & Anthony, S. (2007). Will Kodak's New Strategy Work?.
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' efforts and knowledge. Although they receive tuition from the producer's technical staff, there may be several interests leading to a prominent discordance between the distributors' behavior and the company's expectations towards it.
Threats primary problem that ADEL could encounter is the Australians' lack of information on biometrics secondly, Australians have a favorable attitude towards traditional security methods based on patrolmen or alarm systems the Australians' misconception about prices (most of them think that the price of an effective security system exceeds…
Brown, C., 2000. Australians' attitude to security, [Online], Available:
http://www.infolink.com.au/articles/A4/0C0026A4.aspx [2007, January 24].
Brabender, T., 2004. I Can't Afford a Publicity/Public Relations Campaign - Can I? [Online], Available:
http://www.mplans.com/dpm/article.cfm/135 [2007, January 24].
Demographics throughout all Australian cities reflect significant opportunity for an online DVD ordering service, replicating the success of NetFlix in the U.S.
Development of music and other forms of digital content can also specifically be sold through this channel once established.
Potential exit strategy is to sell QuickFlix to NetFlix.
Well-funded broadband providers attack the downloadable movie market and force a premature consolidation of this business model.
Pricing becomes more inelastic and profitability suffers.
Postal costs continue growing exponentially and drive up costs that are not forecasted.
Order management systems fail to deliver with a high level of accuracy and much customer dissatisfaction comes about as a result.
5.0 Evaluation of Alternative Marketing Strategies
The use of a price skimming, price exception, or premium pricing strategy all are alternatives, yet the best possible approach is to define a services-driven costing model based on the specific rental levels of…
AustrailaDVDRentalGuide.com (2007) - Assumptions and interpolations of the online DVD rental market in Australia. Accessed from the Internet on June 15, 2007:
Colman (2006) - QuickFlix Limited (QFX) Profile. CCZ Equities Research. CCZ Equities Pty Limited. Roger Colman. 9 August, 2006.
Columbus (2002) - the Sell-Side E-Commerce Market: It's All About Integration. AMR Research Report. Monday April 1, 2002. Retrieved from the Internet on June 15, 2007: http://lwcresearch.com/filesfordownloads/SellSideECommerceMarketIsAllAboutIntegration.pdf
Apple has positioned the iPad Mini as a solid competito to the Amazon Kindle HD, which is vey compaable in fom facto and weight, in addition to the Google Nexus 7 tablet and the ove 50 diffeent Google Andoid-poweed devices now available as of late 2012 (O'Reilly, et.al.). Apple has diffeentiated the iPad Mini with an enhanced sceen, a faste pocesso than the majoity of competitos, and the unique value poposition of being a device that can be just as easily used fo ceating digital and witten content as consuming it. Apple has concentated on positioning this as a low-end vesion of the highly successful Apple iPad2, which has sold seveal million units since its launch (Allsopp, 28). The iPad2's unique value poposition is delibeately designed to povide customes with the expeience of having an iPad2 at a significantly lowe pice, with geate convenience. An infomal poll of fiends…
references of customers (Tariq, Ishrat, Khan,
Nextel's Marketing Plan for Industrial/Business Customers
Industry Overview a. Market Competitors
Nextel comes in the competitive carrier service market in the U.S., competing with Sprint PCS and other large industries like Verizon Corp. And Cingular ireless LLC. Almost in the same time line as Sprint PCS, Nextel started new approach to increase sales by maximizing e-commerce strategy. Revolution in web performance and thorough accessible service via web site has put Nextel as major player and gained secure position in top wireless-service sellers. Major purchases happen through online transactions. This has put Nextel one step ahead Verizon and Cingular. Moreover, although targeting for major businesses, the company has taken advantage from its growing image toward special niches, for example blue-collar workers in remote construction sites (Long, 2001).
b. Nextel's Market Position and Market Share
Nextel's current position is quite solid, as it has been serving 80% of 500 U.S.…
Business Wire. Nextel Partners Launches Major Retail Initiative, Expands Locations from 4 to 40 to Meet Growing Demand. Mar. 12, 2003. CNet News. May 29, 2003. Web site: http://news.cnet.com/investor/news/newsitem/0-9900-1028-20933582-0.html
Clabaugh, Jeff. Nextel Partners' Loss Shrinks Amid Booming Sales. Apr. 30, 2003. Bizjournals. American City Business Journals Inc. May 29, 2003. Web site: http://www.bizjournals.com/account/sign_in?uri=/washington/stories/2003/04/28/daily26.html
Long, Josh. Sprint PCS, Nextel Lead Online Pack, Study Finds. Nov. 2001. Phone Plus Magazine's E-channel. May 29, 2003. Web site: http://www.phoneplusmag.com/articles/1b1echan2.html
Nextel Company Profile. 2003. Accessed May 29, 2003. Web site: http://www.nextel.com/about/corporateinfo/profile.shtml
In approaching sports marketing, many advocate what is called the 'JOBS' approach: hat 'job' is the product doing -- what fundamental problem is your customer trying to solve? hat objectives do your customers use to evaluate solutions? hat barriers limit your customers' ability to use your solution? hat solutions do your customers consider? The problem might be a perceived lack of purpose in life or 'respect' -- which may cause many fans to identify heavily with local sports teams, for example. Objectives might be entertainment, a feeling of fan identification with a player or a team, or enjoying a rivalry between two teams. Barriers might be cost, a feeling that the players are overly market-driven and don't care about the fans, and solutions might include increased interactivity between fans and players, ideally through an online format (Poe 2009).
Online interaction and connectivity will be vital to sports marketing of the…
"ABA" Hoopedia: NBA. May 22, 2009.
Abrams, Jonathan. Talk to the Newsroom: N.B.A. Reporter. The New York Times.
May 11, 2009. May 22, 2009. http://www.nytimes.com/2009/05/11/business/media/11askthetimes.html?pagewanted=all
Product / Service Declaration
My idea is to develop an electronic reader and accompanying digital library that can be customized for a group. The library would contain only the literature that is relevant to the group's activities. For example, a bird watching group could fill their library with books and magazines that the community could share. Another example would be a local group that was interested in protecting the local ecosystem. This group could fill their library with literature that pertains to the groups objectives. Any group could create a library for any objective whether it is related to recreation, work, parenting, local issues, geography, travel, or any conceivable group function. The group could then access the group's literature through a custom built media reader that would work on all tablets, computers, or smart phones. The group would also likely qualify for group discounts on literature as well as…
Marketing / Business
Grade11 Marketing / Business Activity
Activity 1: Braun Pocket Radio
Entertainment has always been the most integral and essential part of lives of people regardless of the demographics, socio economical backgrounds, or age groups. The form of entertainment has evolved over a period of time with the evolution in technology. One of the most common and popular form of entertainment is music. Music lovers exist around the world and in every age group. hile the music listening equipment dates back to the huge gramophone and radio, with the evolution in technology and industrial revolution, smaller and more portable equipments were invented. There came a time when the bigger equipments were replaced by the small portable radios.
Talking about the 1960s, it was known as one of the first most hip fashion eras. The fashion scene was influenced by major fashion hubs around the world. Besides clothing and…
Abraham Maslow -- Maslow Hierarchy of Needs. Ict-learning now. 11 November 2010. Web. 10 January 2011.
1960's Braun Products Holds Secret to Apple's Products. Gizmodo. 14 January 2008. Web. 10 January 2011.
Rewind the Fifties. Loti.com. Web.10 January 2011.
Apple Classics and their 1960s ancestors. Guardian. 16 January 2008. Web. 10 January 2011
There are few differences between the online consumer and the "traditional" consumer. The reality is that there are 245.2 million Internet users in the United States (Internet orld Stats, 2012) out of a population of 313.9 million people in the country (CIA orld Factbook, 2012), for a total saturation of 78.11%. Once the elderly and indigent are excluded -- neither of which would be in the target market for health care education anyway, basically there is 100% overlap between Internet consumers and the general population. That means that for many consumers, online education is perfectly substitutable with offline education. The main differences can only be described in terms of the way that the services are used.
The consumer of online education is primarily somebody who is either working or has a family and therefore cannot easily relocate for school, somebody who prefers a lower cost of education and somebody…
CIA World Factbook: United States (2012). Retrieved June 6, 2012 from https://www.cia.gov/library/publications/the-world-factbook/geos/us.html
Internet World Stats. (2012). Internet world stats. Internet World Stats. Retrieved June 6, 2012 from http://www.internetworldstats.com/top20.htm
Kim, D., Ferrin, D. & Rao, H. (2008). A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents. Decision Support Systems. Vol. 44 (2008) 544-564.
Marketing Challenges for Small usinesses
This research paper is about building and marketing a small business. While marketing plays an important role in the day-to-day running of a small business it's also about planning for its long-term development, which requires multi-dimensional objectives beyond mere cost-per-sale. The emphasis of marketing is on understanding the diversity of consumer behavior, implementing segmentation strategies, cultivating consumer-oriented definitions of innovations, adopting a policy of continual improvement and exploring every opportunity to broaden their industry. Small business can now compete in a global marketplace with big businesses, thus making a significant contribution to the national economy. The Internet offers small businesses a worldwide structure of business promotion.
Although customers and their needs are the focal point of the marketing process, few companies start with this in mind. Invariably somebody had a good idea for a product or service and this became the initiative to start the…
Bibliography http://www.questia.com/ PM.qst?a=o&d=5000517279
Beech, Wendy M. "Crafting Your Sales Technique: With a Marketing Plan, You Can Put Your Sales and Promotion Strategies in Place." Black Enterprise Dec. 1997: 31. Questia. 20 May 2004
An excellent company will also put marketing at the very center of its operations and direction; marketing will become a catalyst of overall market growth.
With the rapid adoption of social networks, marketing is increasingly multi-channel and relationship based, far exceeding the constraints of the initial 4Ps as a result (Mint, 2010). The use of social networks to create customer loyalty by listening more accurately and responding faster to customer needs is also a critical catalyst of change in this field (Bernoff, Li, 2008). In short, marketing is going through a metamorphosis, which will see it eventually become more focused on being real for the customer and making the entire organization align to their needs and expectations.
Marketing will also become more focused on analytics and metrics of performance as all digital channels can be easily measured and quantified in terms of performance. The rise of all forms of marketing…
Arussy, L.. (2010, August). When Customer Experience Matters Most. Customer Relationship Management, 14(8), 8. Link: http://www.destinationcrm.com/Articles/Columns-Departments/Customer-Centricity/When-Customer-Experience-Matters-Most -- 68542.aspx
Lior Arussy. (2005, March). Congratulations, You Are at Par: THE NEW FOUR Ps. Customer Relationship Management, 9(3), 48-49. Link: http://www.destinationcrm.com/Articles/Editorial/Magazine-Features/Congratulations-You-Are-at-Par-the-New-Four-Ps-43111.aspx
Bernoff, J., & Li, C.. (2008). Harnessing the Power of the Oh-So-Social Web. MIT Sloan Management Review, 49(3), 36-42. Link: http://www.inforesearching.com/downloads/oh-so-social-web.pdf
Ellen Byron. (2010, October 21). P&G Puts Spotlight on Newer Products. Wall Street Journal (Eastern Edition), p. B.1. Link: http://online.wsj.com/article/SB10001424052702304011604575564420769116624.html
The direct selling strategy will be a website that will include a product configuration application. A distribution partner portal will also be created which gives distributors and dealers the ability to customize the Liberta Ultralight in quantity for their customers as well. The use of channel strategies to actively promote the use of mass customization as a product differentiator will also be accomplished through intensive dealer and channel training (Swiercz, Lydon, 388). Finally the use of an integrated Partner Relationship Management (PRM) system that will give channel partners the flexibility to provide resellers with support on a 24/7 basis will also be created. The intent is to create enough support for channel strategies so they can produce up to 60 -- 70% of overall revenue for the product line.
There are many different aspects of promotion that need to be included in the launch of the Liberta Ultralight.…
Zuhair Al-Obaidi, and Mika Gabrielsson. "Sales Channel Strategies in Export Marketing of Small and Medium Sized High Tech Companies. " Journal of Euro - Marketing 12.2 (2002): 5.
Bernoff, J., and C. Li. "Harnessing the Power of the Oh-So-Social Web. " MIT Sloan Management Review 49.3 (2008): 36.
Doern, R.. "Investigating Barriers to SME Growth and Development in Transition Environments: A Critique and Suggestions for Developing the Methodology. " International Small Business Journal 27.3 (2009):
Cooke, M., and N. Buckley. "Web 2.0, social networks and the future of market research. " International Journal of Market Research 50.2 (2008): 267.
Marketing strategies invigorate every aspect of the non-profit and galvanize the focus on delivered value and results above all.
Data Analytics and Transparency
With great insight into customer behavior based on analytics there is great responsibility as well to use the data ethically. The non-profit organizations need to consider how they will use the insights gained from analytics, tracked from many interactions through digital channels where every mouse click can potentially be recorded, to better serve their customers, students and constituents. Non-profits also need to consider the security aspects of this data, as it can often be used to identify entire segments of markets with specific needs, conditions or in the case of government, pre-existing medical conditions. The ethicacy of how the data captured during marketing is used is therefore a critical ethical success factor for any non-profit organization to consider.
The most critical aspect of any customer-driven strategy…
Rita S. Mano. (2010). Marketing and performance evaluations in non-profit services: "Missed" targeting in communicating stakeholders' expectations. International Journal of Productivity and Performance Management, 59(6), 555-570.
Goran Svensson & Greg Wood. (2011). A model of cause-related marketing for "profit-driven" and "non-profit" organizations. European Business Review, 23(2), 203-214.
The people who have not yet gone in for the Plasma TV are more or less happy viewing the conventional TV, but want to go up in the value chain and aspire one day to buy a Plasma TV and like to be at par with their aspirational group who has already bought one. (the Psychology of Consumers -Consumer Behavior and Marketing)
Associative reference groups comprise of people who more practically represent the individual who are equal as regards their position in the society, income levels like co-workers, neighbors, members of clubs and organizations. As these people considers them near equals, a purchase by one member within the reference group triggers to think about the purchase by the other members of the society. The purchase of a Plasma TV, by a colleague belonging to a particular organization might instill confidence in the other employee to think about buying a similar…
Buying a Plasma TV" (November, 2004) NSW Office of Fair Trading-Department of Commerce. Retrieved at http://www.fairtrading.nsw.gov.au/pdfs/corporate/reportonpurchasingaplasmatv.pdf. Accessed on 18 February, 2005
Cassavoy, Liane. (November 03, 2003) "Should You Buy a TV From a PC Maker?" Retrieved at http://www.pcworld.com/news/article/0,aid,113009,00.asp . Accessed on 18 February, 2005
Gateway feels lure of consumer electronics" Retrieved at http://news.com.com/Gateway+feels+lure+of+consumer+electronics/2100-1041_3-1015744.html . Accessed on 18 February, 2005
Gateway Plasma TV to undercut prices" Retrieved at http://news.com.com/Gateway+plasma+TV+to+undercut+prices/2100-1040_3-964156.html . Accessed on 18 February, 2005
Transporting the product to the wholesale and retail outlets for consumer purchase is the job of the transportation manager who must find the ways, define the least expensive routes and ensure that the product reaches the marketplace in a timely manner.
Storing the product is primarily accomplished (usually in the warehouse) by a method of first in first out and computerized control. Oftentimes the product will be graded as to its quality and shelf-life of the product. Financing is usually accomplished before the product is even manufactured, often the financing is obtained before a plant is built or the first finished piece rolls off the assembly line. To obtain effective financing a market research study can be done that will spell out the need for the product as well as the presumed selling price, and can often include a market survey to gauge the potential sales of the finished product.…