Integrated Marketing Communication Essays (Examples)

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Integrated Corporate Communication and Corporate

Words: 16981 Length: 52 Pages Document Type: Essay Paper #: 1510916

Corporate communications involves not just the message, but the idea that communications are managed, and are connected to corporate objectives (Cornelissen, 2004). Therefore, when communication possibilities were limited, corporate options were limited, and one did not see communications management perspectives that advocated the type of intimate connection between communications and corporate strategy that one sees in a modern context (Cornelissen, 2004). What this makes clear is that CC is not simply, or even primarily, about communications; it is an overall corporate strategy that helps define how a corporation interacts with the world.

The emphasis on communication is very different from how corporations were traditionally, historically structured. Traditionally, strategic planning occurred at the top of the corporate structure, management was considered a mid-level activity, and operational control was the function of first-level management, and this corporate strategy was used in most workplaces (Oliver, 1997). However, as institutional hierarchies were challenged and…… [Read More]

References

Argenti, P 2007, The power of corporate communication. Available from:

. [17 July 2011].

Argenti, P 2006, The power of integration: building a corporate communication function that is greater than the sum of its parts. Available from: . [13 July 2011].

Argenti, P & Forman, J 2002, The power of corporate communication: crafting the voice and image of your business. McGraw-Hill, New York.
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Integrated Marketing Plan to Be Used by

Words: 2454 Length: 8 Pages Document Type: Essay Paper #: 46448168

integrated marketing plan to be used by Toyota in the marketing and sale of its products worldwide. The marketing plan begins with a description of the company, its strategic plan and focus, a situational analysis then follows which comprises of a SWOT analysis, industry analysis, company analysis, customer analysis, product-market focus. These are then followed by the development of a strategic focus, marketing goals and objectives, target market analysis, company's position in the global car market, marketing strategy using the 4 Ps (Product, Price, Place, Promotion),marketing implication analysis, implementation plan, evaluation and control as well as a conclusion

The global car manufactures and retail industry experienced a general slump in the aftermath of the 2009 economic downturn. However, the years following the economic downturn have been recovery years as seen in the general rise in car sales and consumer demands for affordable cars. The consequence of this rise in demand…… [Read More]

References

Clow, KE.; Baack, D (2007). Integrated Advertising, Promotion, and Marketing Communications 3rd edition. Pearson Education. pp. 9 -- 10. ISBN 978-0-13-186622-5.

Dobni, B. (2002). A model for implementing service excellence in the financial services. Journal of financial services marketing

Kotler, P., & Armstrong, G. (2012). Principles of marketing (14th ed.). Upper Saddle River, New Jersey: Prentice Hall. ISBN: 9780132167123

Kotler, Philip (1997), Marketing Management, Analysis, Planning, Implementation and Control, 9th ed. Prentice Hall, New Jersey.
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Integrated Corporate Communication ICC and Corporate Communication

Words: 7925 Length: 25 Pages Document Type: Essay Paper #: 18099641

Integrated Corporate Communication (ICC) and Corporate Communication (CC)

The established limitations are severely customized by globalization: the size of the company (where there is not a major link with the area of the performance, delocalization and outsourcing and being dependent on the network), design of the product and sales (where the relation with the competitors may be competitive cooperative) somewhat similar to the frequency of motor industry), competitive relations of space-time, the consumer models (which is focused with a turn down in the analogical media. The increasing significance of digital media and internet is also included. The most important of them is the advertising of television and the television itself); the importance of communication in the competitive environment, less protectionist measures of the economic systems, open spaces of competition, complex differentiation (Walther, 2007).

The incorporation of the global markets struggle to remove the inert environment and change them with the…… [Read More]

References

Argenti, P. And Forman, J. (2002) The Power of Corporate Communication, New York: McGraw-Hill.

Argenti, P.A. (2009) Corporate Communication, New York: McGraw-Hill/Irwin.

Argenti, P.A. (2009). Corporate communication. Singapore: McGraw-Hill

Argenti, P.A., Barnes, C.M. (2009). Digital strategies for powerful corporate communications. New York: McGraw-Hill
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Marketing Communication I Must Admit

Words: 647 Length: 2 Pages Document Type: Essay Paper #: 26229255

"

2. Ogilvy & Mather applied the concept of global brand marketing in order to create

Motorola's marketing campaign. The goals included reaching the younger target market by creating a sleeker, better-looking product range, and creating advertising communications to match this new image. As such, Motorola's communication image became one of trendy irreverence and quick-paced style.

1. Nudie's selection process for sales representatives compares well with the image of their product. It is one of fun and a passion for life. Sales representatives are required to communicate this sense of fun to potential customers. In this sense, they are required to translate their sense of energy in life into a passion for the Nudie product itself.

2. Sales promotion tools include placing the Nudie product in more than one location within stores that sell the product, displaying labels with the product emblem in prominent public places, and displaying the Nudie…… [Read More]

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Marketing Communication of Dairy Sector

Words: 1067 Length: 3 Pages Document Type: Essay Paper #: 64447140

The supermarkets did not have to deal with refrigeration issues as whole milk came in powder form from foreign firms. However with the appearance of Almarai in 1970s, things changed drastically and fresh cow milk along with laban became very popular products in Saudi Arabia.

For deeper market penetration, effective marketing initiative was required and that came in the form of wide media advertising campaigns along with good packaging designs that changed the perception and moved people to purchase fresh products. The campaigns were so successful that they can be compared to any high profile brand campaign internationally. First of all the word Almarai meant green pastures and this was presented in visually aesthetic form on both advertisements as well as on the package designs. It was very appealing and conveyed the idea of fresh milk effectively and the sales of fresh packaged milk rose substantially in Saudi Arabia with…… [Read More]

REFERENCES

"About Almarai Company" Available online http://apa_dtp.tripod.com/almarai.htm#Sales & Marketing

"Saudi Arabia Dairy Industry" Available from http://www.agrisouk.com/industrie/lait/saudidairy.htm

Al Safi Foods. The World's Largest in Integrated Dairy

Farm. http://www.alsafi.com.
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Marketing Communication for Subway Restaurant

Words: 4035 Length: 9 Pages Document Type: Essay Paper #: 41144332

Marketing Communication for Subway Restaurant

Marketing for any product or any service depends on the inherent reasons for the demand of that product or service. Thus the relative importance of different aspects is not the same for the marketing of different products or services. A restaurant is a place all of us go for a meal, bit, in our own minds, the rationale for going to different types or classes of restaurants are different. This determines the people who will go to that particular restaurant and what is the level of prices that he expects to pay. Some high class restaurants may get a crowd who just want to be seen there to improve their social status. ut, subway restaurants are for the hoi polloi.

A product for the general public is viewed in marketing terms more as a sales exercise than a publicity exercise. (uttle, 1996) Marketing is generally…… [Read More]

Bibliography

Buttle, Francis. (1996). Relationship Marketing. In Francis Buttle (Ed.), Relationship Marketing: Theory and Practice (pp. 1-16). London: Paul Chapman Publishing Ltd.

Manning, Gerald, L. & Reece, Barry L. (1997). Selling Today (7th Ed.). Upper Saddle River, NJ: Prentice Hall.

Dainow, Sheila & Bailey, Caroline. (1988). Developing Skills with People: Training for Person to Person Client Contact. New York: John Wiley & Sons Ltd.

Scholtes, Peter, R. (1988). The Team Handbook: How to use Teams to Improve Quality. Madison, WI: Joiner Associates, Inc.
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Branding Strategy and Marketing Communication Plan

Words: 957 Length: 3 Pages Document Type: Essay Paper #: 14743957

Market Segments

Understanding the characteristics of the target market is a crucial step in developing the branding and marketing plan. This basically involves segmenting consumers. Consumers can be segmented based on their demographic, geographic, behavioral, and psychographic characteristics (Lamb, Hair & McDaniel, 2009). For the automobile industry, consumers can be segmented as follows.

Demographic characteristics
Individuals, male and female, families, middle- to high income, businesses, and professionals

Geographic characteristics

Behavioral characteristics

First-time buyers, repeat buyers, seeking functional benefits, with family needs, seeking social status benefits, seeking quality cars, seeking off-road capabilities.

Psychographic characteristics

Enthusiastic about cars

As per the table above, the target market is broad. It encompasses middle- to high-income individuals and families as well as professionals and business in the US seeking to buy a car for mobility, status, and/or off-road usage. With an understanding of the market segments, the marketing mix and other elements of the marketing…… [Read More]

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Mcdonald's Integrated Marketing Campaign This Paper Is

Words: 12619 Length: 48 Pages Document Type: Essay Paper #: 21725758

McDonald's Integrated Marketing Campaign

This paper is divided into two distinct sections. The first chapter is based on literature reviews of various scholarly works that are related to the topic of integrated marketing campaign that are also relevant to the McDonald marketing campaign that was created to celebrate the inherent democracy of the McDonald's brand. The first chapter is further divided into three parts; the first section mainly focus on advertising in general and then specifically into fast food advertising. The second section in literature review is based on new media as a marketing communication tool and lastly, in the same chapter different aspects of marketing campaign will also be analyzed. The second chapter is a personal reflection on the experience and lessons learnt by the student while preparing the dissertation.

Table of Content

CHAPTE ONE: Literature review

Introduction

Section one:

Advertising

Advertising theories

Types of advertising

1.2.1 Digital advertising…… [Read More]

References

Ben H., (2005): "4udible revolution," The Guardian,

Berry, R. (2006). Will the iPod kill the radio star? Profiling podcasting as radio. Convergence: The International Journal of Research into New Media Technologies, 12(2), 143.

Brownell, K.D., & Horgen, K.B. (2004); Food fight: The inside story of the food industry, America's obesity crisis, and what we can do about it. New York: McGraw-Hill.

Blanchard, O., (2008) Macroeconomics. Harlow: Pearson Education
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Using the Eight Steps of Effective Marketing Communication the New Product Called Orange CLEAN1

Words: 2187 Length: 8 Pages Document Type: Essay Paper #: 52831588

Eight Steps of Effective Marketing Communication: The New Product Called Orange Clean

Recognizing the Target Audience

Determining the Communication Objectives

Planning the Message

Choosing Communication Channels

Launching the Marketing Communications Financial plan

Creating and Handling the Marketing Communications Mix

Determine the communications' results

Administer the integrated marketing Communication procedure.

Orange Clean. The company's major activity is to produce and sell inorganic household cleaners. The company functions in three different sections: Inorganic ingedients, and Others natural and organic chemicals. Orange clean is made up of the Inorganic Chemicals agents such as real peeled oranges and other natural flavors. The Fertilisers section comprises of natural and organic chemicals that have raw scent. The Others section are made up of speciality ingredients, which are all natural.

Today Orange Clean has a new assessment of communications as a communicating dialogue among the company and its clienteles that takes place all through the pre-selling, consuming,…… [Read More]

Bibliography

Andreasen, A., 2008. Marketing social change: Changing behavior to promote health, social development, and the environment.. San Francisco, CA:: Jossey-Bass.

Anon., 2016. Creating a Stakeholder. [Online]

Available at: http://www.ors.sa.gov.au/__data/assets/pdf_file/0006/148497/Creating_a_Stakeholders_Communications_Plan.pdf

[Accessed 26 February 2016].
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Marketing Channels and Methods

Words: 2664 Length: 7 Pages Document Type: Essay Paper #: 16942492

Marketing Channels and Methods -- the New Svelte Shape of McDonald's

Objectives & Mission Statement

Although McDonald's latest advertising slogan, as proclaimed on its 2005 website, is "I'm lovin' it," (McDonald's Official ebsite, 2005), shareholders in the fast food company have not be equally enamored of its current stock performance and plummeting sales. (The Rogue Investor, 2005) Thus, the objectives of the new McDonald's marketing campaign must be to undo some of the economic and public relations damage done to the company by the negative press generated by the success of Morgan Spurlock's film 'Supersize Me.' Over the course of the year, McDonald's wishes to gain a greater percentage of the revenue of the current fast food market than its most prominent burger-oriented competitors endy's and Burger King. McDonald's also wishes to gain some of the type of positive media as generated by the sandwich chain Subway. The Subway Diet…… [Read More]

Works Cited

Bauman, Valerie. (11 Aug 2005) "People try to lose weight at McDonalds." AP Wire. Accessed on AOL on 22 Aug 2005 at http://aolsvc.news.aol.com/news/article.adp?id=20050811163009990002

Burger King. (2005) Official Website. Retrieved 11 Sept 2005 at http://www.haveityourway.com/

Collins, Luke. (2002) "Chips are down for Burger Giants" MCD: McDonald's Corporation News and Articles. Retrieved 27 Aug 2005 at http://www.licenseenews.com/news/news134.html

Daft, R.L. (1997). Management. Fort Worth, TX: Dryden Press.
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Marketing Pricing Strategy There Are Different Approaches

Words: 1443 Length: 5 Pages Document Type: Essay Paper #: 43112375

Marketing

Pricing Strategy

There are different approaches to pricing strategy. The pricing strategy should fit within the context of the overall marketing strategy. Among the different options for pricing strategy are revenue maximization, profit maximization, survival, skim pricing, and penetration pricing (NetMBA, 2010). There are also approaches such as cost-plus that take into account the company's cost structure but in a competitive marketplace it is more normal that the pricing strategy reflects what competitors are doing. For MegaWidget, the $10 price tag comes with a sales target of one million new units. The MegaWidget only costs $3 to produce, so the price is not based on the cost. It is based on penetration pricing strategy. Ten dollars is a threshold, one that consumes will notice more -- at ten dollars or less a consumer is willing to purchase the product on impulse. As a result of that, the MegaWidget should…… [Read More]

References

BEA. (2014). National income and product accounts. Bureau of Economic Analysis. Retrieved November 28, 2014 from http://www.bea.gov/newsreleases/national/gdp/gdpnewsrelease.htm

Brookins, M. (2014). Tools used in market research. Houston Chronicle. Retrieved November 28, 2014 from http://smallbusiness.chron.com/tools-used-market-research-17205.html

MindTools. (2014). The marketing mix and the 4Ps of marketing. MindTools. Retrieved November 28, 2014 from http://www.mindtools.com/pages/article/newSTR_94.htm

NetMBA.com (2010) Pricing strategy. NetMBA.com. Retrieved November 28, 2014 from  http://www.netmba.com/marketing/pricing/
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Marketing Nordstrom Marketing Strategy the

Words: 1466 Length: 5 Pages Document Type: Essay Paper #: 99151912

They handled the situations in case the way they did in order to improve customer experience and increase their loyalty.

This behavior is supported by Nordstrom's management that encourages its employees to exceed their job requirements when assisting customers. From this point-of-view, there are numerous differences between Nordstrom and most of its competitors. For example, Sears is one of the department stores that do not seem to pay that much attention to the quality of customer service. Sears' merger with Kmart was supposed to improve customer experience, but the numerous complaints from customers reveal a different situation. Customers complain about the modifications made within the stores, which confuse them, and make it difficult for them to identify the products they are interested in. Also, customers complain about the fact that the staff at Sears is not able to properly assist them.

3. The retailing mix used the company ensures the…… [Read More]

Reference list:

1. Howard, T. (2005). Viral Advertising Spreads through Marketing Plans. USA Today. Retrieved February 23, 2001 from http://www.usatoday.com/money/advertising/2005-06-22-viral-usat_x.htm.
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Marketing Challenge the Primary Marketing Challenge at

Words: 1968 Length: 7 Pages Document Type: Essay Paper #: 49546183

Marketing Challenge

The primary marketing challenge at Flare Fragrances is to develop an appropriate and competitive marketing strategy for the new Savvy brand to be launched in 2009. The specific issues in this challenge include the question of whether to launch Savvy in the first place, whether to distribute it through conventional or through new channels, and whether to associate it with the Loveliest umbrella brand or to give it a separate identity.

The industry is experiencing a decline because of the economic crisis and sales at Flare Fragrances grew by only 2% in 2008 although overall performance was average given the economic challenges. Improving performance in the coming years will require a significant improvement in sales, either through existing or new products. Advertising expenditure is also a major question to be addressed. A major competitor, Aromatique, plans to introduce Dulcet, a product similar to Savvy for the same target…… [Read More]

Works Cited

IFRA. Women's Fragrance Catgeories. Accessed 29 April 2012



Morgan, Spencer. Scent Branding Sweeps the Fragrance Industry. Business Week, 16 June. 2010. Accessed 29 April 2012

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Marketing Management Discussion Question Answers

Words: 1789 Length: 5 Pages Document Type: Essay Paper #: 36775973



Although a corporation has developed successful marketing strategies to sell the products it is producing, its marketing plan will probably be a limiting factor in attaining its set objectives, this necessitates the need to have a good sales force to help in the process of acquiring able personnel to be among the corporation's future customers and boost sales. The outline includes the character, welfare, knowledge, training and inspiration of the best candidate to attain the highest results for the corporation. As the process of recruiting also attracts all kinds of individuals even to the un-qualified ones, hence the need to eliminate some until you reach the ideal persons that meet the company's set outline to help sell the products at an effective rates. Hence, sales force is better than training as at long run it helps the company to be efficient, cost-effective and minimize financial losses in employing a person…… [Read More]

References

Chiaravalle, B., & Schenck, B.F. (2006). Branding for dummies. Hoboken, N.J: For Dummies.

Floor, K. (2006). Branding a store: How to build successful retail brands in a changing marketplace. London: Kogan Page.

Gwartney, J.D. (2009). Economics: Private and public choice. Mason, OH: South-Western Cengage Learning.

Mishra, P. (2009). Sales management: Keys to effective sales. New Delhi: Global India Publications.
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Marketing Plan Situation Analysis Godiva

Words: 2726 Length: 10 Pages Document Type: Essay Paper #: 90085398



III. Media Strategy

Media objectives

The following are the key media objectives of the three dominant campaigns as defined in this plan. To successfully create an integrated marketing communications strategy that capitalizes on the unique strengths of each form of media, including the use of print, television, online and lickable advertising mediums. Here are the specific, quantified objectives of the media strategy:

To increase the unaided awareness of Godiva Chocolatier by 50% over the next 90 days as audited through interviews of the primary members of the target audience.

To attain both unaided and aided awareness of the next generation of Godiva Chocolates in the 20-35 age group.

To successfully coordinate and synchronize print, television, online and lickable media plans to maximize the number of impressions and levels of awareness on a both unaided and aided standpoint. To optimize the level of use of online advertising to order a lickable…… [Read More]

References

Annette Bourdeau (2008, April). Mmm, First Flavour's tasty ads... Strategy,25. Retrieved April 17, 2008, from ABI/INFORM Global database. (Document ID: 1456519621).

Arun Sudhaman (2006, December). Hooking the world on Godiva's edible luxury. Media,20. Retrieved April 18, 2008, from ABI/INFORM Global database. (Document ID: 1201883081).

Suzanne Vranica (2008, February 13). Marketers salivate over lickable ads. Wall Street Journal (Eastern Edition), p. B.3. Retrieved April 19, 2008, from ABI/INFORM Global database. (Document ID: 1434442681).

Godiva
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Marketing Strategies the American Snack Chip Manufacturing

Words: 926 Length: 2 Pages Document Type: Essay Paper #: 86421355

Marketing Strategies

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…… [Read More]

Works Cited:

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
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Marketing Discuss the Aspects of

Words: 928 Length: 2 Pages Document Type: Essay Paper #: 76615342

Many companies struggle with consistency over time with their P. Finally, personal selling is a critical component of any integration marketing strategy. The advantages of personal selling are that companies have a chance to create personal relationships with customers and understand their unmet needs, greater trust is created through more effective communication, and the key messages of a company are more clearly communicated. The cons or negatives of personal selling include its costs, as it is very expensive to have a direct sales force in the field. Second, sales forces tend to turn over rapidly or churn which becomes problematic as new sales people need to be trained. Finally direct sales can easily turn into business development or lose focus on selling when a sales team is not held accountable for its quota.

Select and explain the most suitable method for measuring advertising or promotional effectiveness. Your decision must include…… [Read More]

References

Hester, J. (2009) The Marketing Performance Measurement Toolkit, Journalism and Mass Communication Quarterly, 86(4), 952-953.

Kitchen, P., Kim, I., & Schultz, D. (2008). Integrated Marketing Communications: Practice Leads Theory. Journal of Advertising Research, 48(4), 531.

Mangold, W., & Faulds, D.. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52(4), 357.

Wakolbinger, L., Denk, M., & Oberecker, K.. (2009). The Effectiveness of Combining Online and Print Advertisements: Is the Whole Better than the Individual Parts? Journal of Advertising Research, 49(3), 360.
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Marketing Plan Introduction of the Business in

Words: 2610 Length: 9 Pages Document Type: Essay Paper #: 81765666

Marketing Plan

ntroduction of the Business

n 1995, Mr. David Walsh acquired the Moorilla Estate in Hobart. By 2005, the business had incorporated iconic brands such as "The Source Restaurant" and "Moo Brew" as part the suite of offerings. By 2012, the range of product offerings will have expanded further to include the exclusive "Pavilion Apartments," greater wine making capacity, the avant-garde MONA FOMA festival, and the flagship MONA private art museum.

As a winery, Moorilla winery has one of the oldest vineyards in the state, and a new winery has just established on the Moorilla site. We produce cool-climate wines. The fruit is grown in our Tamar and Derwent Valley vineyards. t new winery focuses on a much smaller and very high quality output. t uses gravity-flow to make boutique, ultra-premium wines. And they use estate fruit that is grown in a sustainable manner, with organic and bio-dynamic techniques.…… [Read More]

Individual selling strategy normally entails the prevailing marketing communications. Marketing communications are normally the messages that deal with the prevailing purchaser -retailer exhibitions, promotions accompanied by the public relations. Marketing interactions that entails to the prevailing personal selling are categorized into dual classes namely the impersonal and personal (John, 2002, pp 56-87).

Impersonal selling

The impersonal entails the process of
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Marketing Defining Marketing the Traditional

Words: 1241 Length: 3 Pages Document Type: Essay Paper #: 50751388

In fulfilling these initiatives the delivering of exceptional value and knowledge to prospects and customers to attain the role of trusted advisor and earn lifetime customer loyalty is the ultimate measure of effective marketing." There is a strong emphasis on setting and exceeding the expectations of customers and also striving to deliver exceptional value both in terms of insights and intelligence as well. Above all this definition focuses on how to create trust and attain the role of trusted advisor with customers, regardless of the market orientation being B2B or B2C. The intent of this definition is to make sure all components or areas of a marketing strategy are working in conjunction with each other, synchronized to deliver exceptional results over time. In that way the focus of the marketing strategies is on internal process clarity and outward, to meeting and exceeding customers' expectations so trust can be created and…… [Read More]

References

Bill Baker. (2009). Your Customer is Talking - to Everyone: Social media is the new channel for customer connection. Information Management, 19(4), 20.

Josh Bernoff, Charlene Li. (2008). Harnessing the Power of the Oh-So-Social Web. MIT Sloan Management Review, 49(3), 36-42.

Ruth King. (2009, January). 13-Word Marketing Definition: Work to get clients and not customers. Reeves Journal, 89(1), 16.

David M. Raab. (2009). Tools to Support Social Media Marketing: Choose an application within the framework of an enterprise strategy. Information Management, 19(4), 27.
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Marketing - Deceptive Practices Deceptive

Words: 1200 Length: 4 Pages Document Type: Essay Paper #: 74859496

The captions read "2 Months Later" and, of course, to ensure that the copy was not untruthful, Viator added the advertised product to his regimen in-between the two photographs (Lightsey 2006).

Since the Tryptophan disaster of the 1980s, the Ephedra incidents, and then the steroid scandals among Olympic athletes and well-known American professional sports figures in the late 90s, the U.S. Food and Drug Administration (FDA) has increased regulation of health food products, such as by prohibiting the outright claims to treat or cure any human disease without classification of the product as a drug subject to lengthy clinical trials and proof of safety and efficacy (Halbert & Ingulli 2000).

As a result, all supplement products sold (legally) in health food stores now bear a statement ensuring that "This product is not intended to treat or cure any disease." The problem is, everything else on the label purposely contradicts that…… [Read More]

Bibliography

Belch, G, Belch, M. (1998) Advertising and Promotion: An Integrated

Marketing Communications Perspective. New York: Irwin/McGraw-Hill.

Friedman, L. (2005) a History of American Law. New York: Touchstone.

Halbert, T., Ingulli, E. (2000) Law & Ethics in the Business Environment. Cincinnati: West Legal Studies. Lightsey, D. (2006) Muscles, Speed & Lies: What the Sport Supplement Industry Does Not Want Athletes or Consumers to Know. Guilford, CT: Lyons
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Marketing Public Relations and Segmentation

Words: 2747 Length: 8 Pages Document Type: Essay Paper #: 27118545

Marketing

Mass marketing is differentiated from target marketing, in that the target customer is pretty much everybody. A firm that has a target market will either have all of its sales, or a significant portion of them, in an specific identifiable group. Thus, the product should span across race, gender, age and geography. Such a product's target market would be better understood in terms of who doesn't buy it than who does. Wal-Mart would be a good example of a mass market retailer, based on their size, their geographic spread, the wide variety of products that they sell and the ubiquitous nature of many of those products -- many mass market retailers target very broad groups (Investopedia, 2015).

A mass market product, therefore, would be a product that broadly appeals. I will go with Charmin. The target market for Charmin is almost everybody. There are only a few groups that…… [Read More]

References

Coca Cola Company (2015). The Coca-Cola system. Coca Cola. Retrieved June 13, 2015 from http://www.coca-colacompany.com/our-company/the-coca-cola-system

Investopedia (2015). Definition of derived demand. Investopedia. Retrieved June 13, 2015 from http://www.investopedia.com/terms/d/derived_demand.asp

Investopedia (2015). Mass market retailer. Investopedia. Retrieved June 13, 2015 from http://www.investopedia.com/terms/m/mass-market-retailer.asp

New Zealand Transportation Association (2013) Blazed -- drug driving in Aotearoa. YouTube Retrieved June 13, 2015 from https://www.youtube.com/watch?v=P8KAaf45g5U
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Marketing Strategy on Millenials

Words: 627 Length: 2 Pages Document Type: Essay Paper #: 55451270

Integrated Marketing Communications Strategy

Many people have the urge to reside within gated residential communities. For this reason, gated residential communities together with garden apartments across the nation are coming up at fast rates. They allow members of that community to feel the balance between the rural area and the urban area since they still have access to amenities of an urban lifestyle. This brings a balance between the urban and rural lifestyles within the same community. Most of the people reside in communities where their access is mainly controlled by use of key cards, entry codes, gates, and keycards. The communities offer benefits and some shortcomings depending on whether one is a resident or in property management. Big apartment features include gate systems as the amenity to bring forth new residents (Lister et al., 2003). They are very much desirable to prospective residents and many property managers since they…… [Read More]

References

Lister, D., Atkinson, R., & Flint, J. (2003). Gated communities: a systematic review of the research evidence. Bristol: ESRC Centre for Neighbourhood Research.
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Marketing Causes Marketing Using Cause-Related

Words: 590 Length: 2 Pages Document Type: Essay Paper #: 66769803

Based on these assessments and the research competed the authors identify segmentation criteria for participants or consumers of cause-related sport marketing events. There are the fitness fanatics or "junkies" (Scott, Solomon, 2003), the "social butterflies" who attend to socialize and fulfill their need for affiliation. The authors also observe there are also the activists and survivors as well. The cathartic nature of the events for those who have survived or know of someone who survived is a powerful emotional experience, and one that bonds consumers together at these events (Scott, Solomon, 2003). The article concludes with closure of the research results and the development of recommendations for including cause-related marketing programs for participants as well.

My Critique

Admirable in their pursuit of new insights into the motivations and segmentation of participants in cause-related sports events, the authors provide insights into this dynamic and its implications for marketing strategies. It is…… [Read More]

References

Andrea Scott & Paul J. Solomon. (2003). The marketing of cause-related events: A study of participants as consumers. Journal of Nonprofit & Public Sector Marketing, 11(2), 43-66.
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Marketing Icon Is an Element

Words: 627 Length: 2 Pages Document Type: Essay Paper #: 91656683



Only the strongest of marketing campaigns has this kind of resonance. There are certainly other characters that have strong brand associations and have entered into iconic status -- onald McDonald, Toucan Sam, the Geico gecko are all pretty good examples -- and they have done so with heavy repetition, strong appeal to consumers and the ability to instantly convey the same values as the brand. On that level, the Energizer bunny has had enduring appeal that seems like it will never run out of steam.

An interesting tidbit about the Energizer Bunny, is that the character was created in response to Duracell letting their trademark lapse on the Duracell bunny, a character that it still uses in other parts of the world. The Energizer bunny was just a spoof on the Duracell character, but resonated with consumers to a much higher degree, creating an instant marketing hit. The bunny has…… [Read More]

References

Garretson, J. & Burton, S. (2005). The role of spokescharacters as advertisement and package cues in integrated marketing communications. Journal of Marketing. Vol. 69 (2005) 118-132.

Parekh, R. & Neff, J. (2013). Energize shifts marketing duties for several brands to JWT from Grey. Advertising Age. Retrieved April 19, 2014 from http://adage.com/article/agency-news/energizer-shifts-brands-jwt-grey/243735/
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Marketing Management of Boy's and

Words: 5025 Length: 15 Pages Document Type: Essay Paper #: 22779070

The broader areas of Customer elationship Management (CM) serve as the foundation of client relationship management and analysis (avanas, 2007).

There is the second weakness of also concentrating on the corporate donors as a largely homogeneous group. This can be seen in the approaches defined in the Club's annual report. The tailoring of individualized strategies can maximize the experiences of donors so they have a higher level of ownership in the causes they are investing in (Polonsky, Sargeant, 2007). Concentrating more on how to transform the corporate donors' investments into experiences not only for them but the clubs they adopt will further support a more relationship-based series of marketing strategies. The greatest threat to the existing series of donor strategies is that they may eventually become more transactional in scope and donors may decide to either cut back on the level of giving or quit giving altogether due to economic…… [Read More]

References

Dennis B. Arnett, Steve D. German, & Shelby D. Hunt. (2003). The Identity Salience Model of Relationship Marketing Success: The Case of Nonprofit Marketing: [1]. Journal of Marketing, 67(2), 89-105.

Gloria Barczak, Kenneth B. Kahn, & Roberta Moss. (2006). An Exploratory Investigation of NPD Practices in Nonprofit Organizations. The Journal of Product Innovation Management, 23(6), 512-527.

Bernoff, J., & Li, C.. (2008). Harnessing the Power of the Oh-So-Social Web. MIT Sloan Management Review, 49(3), 36-42.

Bohnert, a., Richards, M., Kohl, K., & Randall, E.. (2009). Relationships Between Discretionary Time Activities, Emotional Experiences, Delinquency and Depressive Symptoms Among Urban African-American Adolescents. Journal of Youth and Adolescence, 38(4), 587-601.
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Marketing Plan for a Travel Company

Words: 1883 Length: 6 Pages Document Type: Essay Paper #: 75313916

Top Travel Marketing Plan

"Explore the world on your terms"

Top Travel is a well established travel agency which cares not only to satisfy the most specific needs of its wide customer base, but also to understand the forces affecting the domestic and global tourist sector and to integrate well crafted responses to these new challenges in the services it provides to its clients. Top Travel's slogan "Explore the world on your terms" invites customers to create the journey of their dreams, aligned with their preferences, time availability, financial constraints and unique needs and guarantees that the company will provide all the necessary and customized support in this sense. The company targets middle income consumers, of all ages and both familiarized with technology as well as using the more traditional methods and its ultimate scope is that of delivering customized, complete and current travel options to all customers, be these…… [Read More]

References:

Blakeman, R., (2014) Integrated marketing communications: creative strategy from ideas to implementation, 2nd edition, Rowman & Litefield

Gilligan, C., Wilson, R.M.S., (2012) Strategic marketing planning, Routledge

Kapferer, J-N, (2012), The new strategic brand management: advanced insights and strategic thinking, Kogan Page Publishers

Martinez-Lopez, F.J. (2013) Handbook of strategic e-business management, Springer Science and Business Media
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Using Marketing Research to Formulate Key Market Plan Portions

Words: 1301 Length: 5 Pages Document Type: Essay Paper #: 80464523

Marketing -- Distribution and Marketing Planning -- Samsung Galaxy Mini S

esults from the first 3 Modules now allow analysis of their information and development of some final marketing plan elements. Samsung's global position as a technological innovator, extensive distribution channels and significant resources allow an ambitious plan of near-saturation that should capture a significant portion of the target market. The 18- to 44-year-old smartphone-owning early adopters should readily encounter our marketing efforts and a significant number of those targeted consumers are expected to purchase and benefit from the Samsung Galaxy Mini S.

Issues Analysis

Given the complete marketing analysis, the key issues that must be understood by the company in trying to sell the Samsung Galaxy Mini S are:

Organizational esources (Perner, n.d.): commonly known as the five "M's: Men (meaning labor); Money (meaning finances); Machinery (meaning equipment); Minutes (meaning time); and Materials (consisting of production factors) (Friesner, 2014).…… [Read More]

References

Apple, Inc. (2014). iPad Air. Retrieved October 14, 2014 from www.apple.com Web site: https://www.apple.com/iPad-air/

Epstein, Z. (2013, October 17). How big is Samsung? Retrieved October 14, 2014 from brg.com Web site:  http://bgr.com/2013/10/17/samsung-total-employees-worldwide/ 

Friesner, T. (2014, May 8). Marketing Audit - Marketing Teacher. Retrieved October 14, 2014 from www.marketingteacher.com Web site:  http://www.marketingteacher.com/marketing-audit/ 

Perner, L. (n.d.). Integrated marketing communication - Introduction to Marketing. Retrieved October 14, 2014 from www.consumerpsychologist.com Web site:  http://www.consumerpsychologist.com/intro_Promotion.html
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Website and Communication

Words: 914 Length: 3 Pages Document Type: Essay Paper #: 61845490

Communication Process

The website looked at herein is the West Virginia Website and of particular interest is the section "About WVU" that is seen to have significantly sufficient information and details about the University and the activities therein. Being that the website is comprehensive and has several sections, this "about WVU" section is managed and coordinated by the public relations manager within the university. This is reflected from the concentration on the information formatted for public consumption and the language therein is reflective of the public information. The perceived receivers of the information herein are the high school graduates who might want to join university for further studies. The section looks at attracting this group into the university and increases the number of enrollments progressively. It also seeks to have the potential students understand all the major and significant activities that are carried out within the university and how they…… [Read More]

References

Emerson University, (2014). Integrated marketing Communication. Retrieved July 16, 2014 from http://www.emerson.edu/academics/departments/marketing-communication/graduate-degrees/integrated-marketing-communication

University of Twente, (2014). Media Richness Theory. Retrieved July 16, 2014 from http://www.utwente.nl/cw/theorieenoverzicht/Theory%20clusters/Mass%20Media/Media_Richness_Theory/

West Virginia University, (2013). About WVU. Retrieved July 16, 2014 from  http://about.wvu.edu/pioneering
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Apple's and Htc Marketing Management and Strategies

Words: 3341 Length: 10 Pages Document Type: Essay Paper #: 20764098

MAKETING STATEGY, PLANNING & Management POCESS: APPLE & HTC

Analysis of the Marketing Strategy, Planning and Management Process

Apple Inc. is a multinational company incorporated in America and headquartered in Cupertino. The firm designs, sells, and develops consumer electronics, online services, personal computers, and computer software. The company is widely known for its hardware products such as the iPod media player, iPhone Smartphone, Mac computers, and iPad tablet computer. The company offers online services such as iCloud, App Store, and iTunes Store. The consumer software of Apple includes iOS and OS X operating systems, Safari web browser, the iTunes, and the iWork and iLife productivity and creativity suites.

In contrast, HTC Corporation was previously known as High-Tech Computer Corporation based in Taiwan and manufactures tablets and Smartphones. The headquarters is in Taiwan at New Taipei City. The company started in 1997, had the initial original equipment and design manufacturer focused…… [Read More]

References

Chen, C., & Qiu, H. (2012). The Analysis of Marketing Activities in Taiwan High-tech companies. Xin zhu shi: Guo li qing hua da xue.

Clow, K.E., & Baack, D. (2004). Integrated Advertising, Promotion & Marketing Communications (2nd Ed.). Upper Saddle River, N.J.: Pearson Prentice Hall.

Estelami H. (2009). Marketing Turnarounds: A Guide to Surviving Downturns and Rediscovering Growth. New York: Dog Ear Publishing.

Fabbi M. (2011). Feeding the Marketing Plan with Innovation and Responsibility. New York: GRIN Verlag.
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Marketing of the Apple iPad

Words: 580 Length: 2 Pages Document Type: Essay Paper #: 25294029

al.).

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…… [Read More]

references of customers (Tariq, Ishrat, Khan,
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Marketing Plan for Miller Inc

Words: 6075 Length: 20 Pages Document Type: Essay Paper #: 79496921



As a result of huge growth, the company's management may lose focus of the scope of their business.

Miller Inc. has a highly centralized hierarchy of management and lacks the managerial backup to promote creativity amons the employees.

Single-sourcing which is the characteristic of Miller Inc. could be a recipe of disaster should the supplier fail. Contingency plans for supplies need to be considered.

The constrant production nature of the product leads to huge strains on personnel and machinery.

Product line and client base lack diversification.

While the small number of staff promotes camaraderie, unfortunately, it also impedes growth and development.

Miller Inc. is reactive rather than proactive in its marketing efforts. This is as a result of its heavy reliance on mass-media advertising for obtaining new business.

The current facilities of Miller Inc. are crowded thus there is little room for expansion of workforce or equipment.

External

Opportunities

The…… [Read More]

References

Armstrong, G., et al. Marketing: An Introduction. Essex: Financial Times Prentice Hall, 2009. Print.

Brenkert, George G. "Ethical Challenges of Social Marketing." Journal of Public Policy & Marketing 21.1 (2002): 14-25. Print.

Clow, K.E., and D. Baack. Integrated Advertising, Promotion, and Marketing Communications. Boston, MA: Pearson Prentice Hall, 2007. Print.

Cooper, Lee G. "Strategic Marketing Planning for Radically New Products." The Journal of Marketing 64.1 (2000): 1-16. Print.
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Marketing Management the Following Are

Words: 1232 Length: 4 Pages Document Type: Essay Paper #: 11796364

Pimay data is often initially gatheed to meet a specific eseach goal o objective as well. Seconday data is a tem often used to define infomation, intelligence and eseach that has been completed and published. Like pimay data, the oiginal goals of the eseach ae eflected in how the oiginal methodology is constucted as ae the pesentation of the data itself and analysis. Seconday eseach often needs to be intepolated to a given situation as its goals ae often not diectly aligned to the needs of a given situation.

Question 4: Analysis of Chick-fil -- a Stategies

Yea

Campaign Name

Explain what the campaign is about?

What do you think the "Positioning Stategy" was/is about? Explain?

2012

Nutitious Kids Pogam

Thought leadeship of making fast food healthie and bette-tasting fo childen

Vey effective, shows significant potential to connect with the company's coe custome base of families.

2011

Cow Appeciation Days…… [Read More]

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Marketing and Sales Strategies for

Words: 1686 Length: 5 Pages Document Type: Essay Paper #: 86161639

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).

Conclusion

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…… [Read More]

References

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.
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Marketing Plan Ultralight PC Marketing

Words: 3365 Length: 8 Pages Document Type: Essay Paper #: 54207107

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.

D. Promotion

There are many different aspects of promotion that need to be included in the launch of the Liberta Ultralight.…… [Read More]

BIBLIOGRAPHY

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.
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Marketing Digital Tools and Technology

Words: 2593 Length: 8 Pages Document Type: Essay Paper #: 30288868



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…… [Read More]

References

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
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Marketing Plan Mission and Business Objective Products

Words: 5830 Length: 21 Pages Document Type: Essay Paper #: 491024

Marketing Plan

Mission and Business Objective

Products and Services

Keys to Success

Macro Environment

Economic Value Added

Cash Value Added

Cash Flow eturn on Investment

This report is a detailed marketing plan for a new financial service company called Online Analyst, Inc. The company is a combination database management company that also specializes in the financial services markets. The company will offer a plethora of information, data and financial-based market services such as online real time market segment analysis, brokerage services and information 'black box' management for the data industries clients. This plan therefore serves as an evaluation and summary of the organization's marketing and business processing options. Online Analyst, Inc. will utilize this foundation document to design, implement and integrate the company's new series of business products and services into a viable consumer and sales blueprint.

On-Line Analyst, Inc. is an organization that takes advantage of existing market analysis…… [Read More]

References

Altschuler, Stuart, et al. (2002). "Pricing Analysis for Merrill Lynch Integrated Choice." Interfaces: January -- February, Vol. 32, No. 1: 5-19.

Carliner, Saul. (1999). Writing Business Objectives: A Key Tool for Demonstrating the Value of Technical Communication Products. The Commerce of Content. Retrieved on April 22, 2005, from Saul Carliner Web Site at: http://saulcarliner.home.att.net/idbusiness/casestudy.htm

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

Gill, Philip J. (1999). "Business Snapshot -- Business Modeling Tools Help Companies Align Their Business And Technology Goals." Information Week. April 19.
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Marketing the Business Class Service

Words: 1704 Length: 5 Pages Document Type: Essay Paper #: 2203884

etrieved February 20, 2005 at http://www.virgin-atlantic.com/en/us/allaboutus/ourstory/history.jsp

American Express Incentive Services. (2004). Virgin Atlantic Case Study. etrieved February 21, 2005 at http://www.aeis.com/hrshows/Case_Studies.html#222 flyingco. (2005). What is flyingco. Virgin Atlantic Web site. etrieved February 21, 2005 from http://www.virgin-atlantic.com/en/us/corporateandtrade/flyingco/index.jsp

Karantzavelou, V. (2004, December 9). Branson predicts global growth for Virgin Atlantic.

TravelDailyNews.com etrieved February 20, 2005 at http://www.traveldailynews.com/new.asp?newid=19899&subcategory_id=53

Luxury Travel Source. (2005). Virgin Atlantic Airlines. etrieved February 21, 2005 at http://www.luxurytravelsource.com/virgin_airlines.html

everies. (2002, November). Like airplanes, like rugby. everies Magazine. etrieved February 20, 2005 at http://www.reveries.com/reverb/travel/riordan/

Start Creative Limited. (2003, July 23). Enterprise IG director defects to Start. etrieved February 21, 2005 at http://www.startcreative.co.uk/main65.htm

Student Information Pack. (2005). Virgin Atlantic Web site. etrieved February 20, 2005 at http://www.virgin-atlantic.com/en/us/allaboutus/ourstory/forstudents.jsp#marketing

The Travel Insider. (2003, April 25). The Virgin (Airways) Experience Part 2. etrieved February 20, 2005 at http://www.thetravelinsider.info/2003/0425.htm

The Travel Insider. (2004, November 5). Virgin Airways Upper Class Suite. etrieved February 20, 2005 at http://www.thetravelinsider.info/2004/virginupperclasssuitereview.htm…… [Read More]

References

All About Us. (2005). Our Story: History. Virgin Atlantic Web site. Retrieved February 20, 2005 at http://www.virgin-atlantic.com/en/us/allaboutus/ourstory/history.jsp

American Express Incentive Services. (2004). Virgin Atlantic Case Study. Retrieved February 21, 2005 at http://www.aeis.com/hrshows/Case_Studies.html#222 flyingco. (2005). What is flyingco. Virgin Atlantic Web site. Retrieved February 21, 2005 from http://www.virgin-atlantic.com/en/us/corporateandtrade/flyingco/index.jsp

Karantzavelou, V. (2004, December 9). Branson predicts global growth for Virgin Atlantic.

TravelDailyNews.com Retrieved February 20, 2005 at http://www.traveldailynews.com/new.asp?newid=19899&subcategory_id=53
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Mochalicious Marketing Plan Marketing Strategy

Words: 914 Length: 3 Pages Document Type: Essay Paper #: 29810128

Also, it has to expend a huge amount on marketing and promotional efforts which significantly decreases its profit margins. The company has also restricted itself to the coffee product only -- adding more products can also help it gain a higher market share (Kurtz, MacKenzie, & Snow, 2010).

Competitor Analysis and Differentiation Strategy

Mochalicious Coffee directly competes with the small and large scale coffee and beverages brands like Starbucks, McDonald's, Dunkin Donuts, Barista, Seattle's, Au Bon Pain, Biggby Coffee, Caribou Coffee, Blue State Coffee, etc. These top coffee brands compete with each other on the basis of quality, taste, and pricing of their products. In order to compete with these competitors, Mochalicious Coffee has to charge a competitive price as well as maintain the top quality and taste of its coffee. It also makes every effort to differentiate its products from those of its competitors so that customers always prefer…… [Read More]

References

Kotler, P., Brown, L., Burton, S., Deans, K., & Armstrong, G. (2010). Marketing, 8th Edition. U.S.: Prentice-Hall

Kurtz, D.L., MacKenzie, H.F. & Snow, K. (2010). Contemporary Marketing, 2nd Edition. Toronto: Nelson Education

Paley, N. (2006). The Manager's Guide to Competitive Marketing Strategies, 3rd Edition. London: Thorogood Corporation
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Mobile Marketing Case Study Mobile-Based Marketing Needs

Words: 844 Length: 3 Pages Document Type: Essay Paper #: 63442774

Mobile Marketing Case Study

Mobile-based marketing needs to be part of an integrated marketing communications (IMC) strategy, supported by ancillary systems, tactics and programs to attract, sell and serve targeted customers if it is to succeed. Of the many technology platforms that are catalysts of IMC growth, mobile-based marketing continues to accelerate well beyond all others, estimated being valued as a $23 industry by itself (Valentino-DeVries, Steel, 2010). Despite this rapid projected growth, mobile-based marketing has continued to face formidable obstacles to its growth. For the last decade there have been lawsuits regarding the use of cookies and other advanced tracking technologies including "Flash Cookies" that are used for recreating browsing sessions by consumers, even after they are deleted (Valentino-DeVries, Steel, 2010). There are the legal impediments to growth and the technological, including the ability to integrate disparate, often legacy systems together to create scalable, secure mobile marketing systems (Pelau,…… [Read More]

Bibliography

Business: Follow me; location-based services on mobile phones. (2010, Mar 06). The Economist, 394, 85.

Pelau, C., & Zegreanu, P. (2010). MOBILE MARKETING - THE MARKETING FOR THE NEXT GENERATION. Management & Marketing, 5(2), 101-116.

Valentino-DeVries, J., & Steel, E. (2010, Sep 20). 'Cookies' cause bitter backlash - spate of lawsuits shows user discomfort with latest innovations in online-tracking technology. Wall Street Journal.
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Nordstrom Marketing Strategies Since 1901

Words: 1014 Length: 3 Pages Document Type: Essay Paper #: 48514214



Recommend how the company should take advantage of or respond to each of the marketing environment force examples (political, legal, and regulatory; technological; social; and competitive and economic forces).

To respond to the different regulatory changes, the company would have to follow the provisions that are stipulated in the new law. This would means increased legal consultants and procedures in place to ensure compliance. To respond to the changes in technology, the company can begin building a following for the discount stores on Face book and Twitter. They can also offer special discounts to those who are shopping online through their I Phones or lack erries. The social networking would help to create a core group of die hard Nordstrom consumers, similar to what Apple has, which would address various social issues.

Assume the company is planning to open stores in a new foreign market area, Mexico. Recommend an overall…… [Read More]

Bibliography

Nordstrom. (2010). Retrieved May 20, 2010 from Yahoo Finance website:

 http://finance.yahoo.com/q/pr?s=JWN+Profile 

Duff, M. (2009). Nordstrom's Twilight Signals Mass Move to Recovery. Retrieved May 20, 2010 from BNet

website: http://industry.bnet.com/retail/10004648/nordstroms-twilight-signals-mass-move-to-recovery/
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Community Healthcare Marketing Campaign

Words: 4551 Length: 15 Pages Document Type: Essay Paper #: 42420625

Community Needs Assessment

Recent obsevations in the ti-county aea of ual Iowa have shown a distubing tend of a constant incease in women and young childen in the emegency depatments and sheltes. These women and young childen visits emegency depatments and sheltes with diffeent healthcae concens including undetected female cances, miscaiages, pediatic pediculosis, and symptoms of malnouishment. The county's health executive, Susan, has convened a meeting on behalf of the thee counties to discuss this distubing tend. The emegency sevices diecto noted that most of the women and childen visiting the emegency depatments have no addesses, which is an indicato of them being homeless. While the healthcae executives ecognize the need to addess the healthcae concens of this population, the county's healthcae system has limited esouces and schedule to even help 5% of this population. By the end of the meeting, the attendees agee that thee is need to involve…… [Read More]

reference: A Descriptive Evaluation of Billings, Montana Mothers. Journal of Management and Marketing Research, 1-22.

The Community Tool Box. (2016). Section 4: Segmenting the Market to Reach the Targeted Population. Retrieved from University of Kansas website: http://ctb.ku.edu/en/table-of-contents/sustain/social-marketing/reach-targeted-populations/main
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Understanding the Integrated Communications Systems

Words: 1318 Length: 3 Pages Document Type: Essay Paper #: 1921213

Toyota Weekend Festival Event

State the goal, key objective(s) and sub-objectives for your launch event. Explain why you have chosen these objectives.

The primary goal of the launch event is to generate excitement through media coverage, consumer awareness, and influencer outreach in Australia about the new Toyota Hybrid Cruiser that has been designed and built specifically for Australian conditions. The key objectives and sub-objectives for the launch event include the following:

Provide an enthusiastic welcome to the visiting dignitaries and VIPs from Japan;

Ensure that entertaining and interesting activities for important corporate attendees and their families are ongoing throughout the weekend;

Ensure event staff are well-versed in and follow protocol appropriate for visitors from Japan;

Generate confidence in the event management team by creating a good show.

Provide opportunity for the Australian public to become aware of the new Toyota Hybrid Cruiser;

Create a memorable and motivational promotional event for…… [Read More]

Resources 12

Questions 1 & 2

Hottman, S. (2011, January 7). How to host a customer event. Customer Service. Inc. com. Retrieved  http://www.inc.com/guides/201101/how-to-host-a-customer-event.html 

Vanden Bos, Y.P. (2010, June 21). How to host a product-launch event. Branding. Inc.com. Retrieved  http://www.inc.com/guides/2010/06/planning-a-product-launch-event.html 

Gluck, S. (2014). New product launch strategy. Demand Media. Retrieved  http://smallbusiness.chron.com/new-product-launch-strategy-3241.html