Marketing Approach Essays (Examples)

Marketing Classic

The marketing approach to any organization is incredibly important and this is no different for the group at Classic Airlines. Like many within the airline industry, Classic is facing many challenges and problems that threaten their competitive advantage and the way that they conduct business. The purpose of this essay is to examine some of these marketing challenges and incorporate them into some of the broader marketing ideas and theories that are prevalent within our studies. These challenges will be viewed with both an external and external lens to fully grasp the totality of the problem and to better project more practical and holistic solutions to the objectives.

Exchange

According to Kotler & Keller (2006) exchange is the core concept of marketing and five conditions must be met in order for exchange to be successful. These five conditions include; " There must be two parties, each party has…

marketing approach, marketing rhetoric reality businesses' (Drucker, 1973: 64). Critically evaluate extent marketing rhetoric reality organization.

Marketing in Organizations

The competitive business environment determines companies to increase their efforts in developing successful marketing activities. The statement made by Drucker regarding the fact that marketing is rhetoric rather than reality in many businesses has little application in the current market environment. This is because the theory and practice of marketing have significantly developed since Drucker made this statement.

There are several definitions of marketing. The American Marketing Association defines marketing as the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers (Blythe, 006). Marketing is defined by Philip Kotler as the science and art of exploring, creating, and delivering value in order to satisfy the needs of targeted customer segments (Kotler & Armstrong, 009). Another definition of marketing refers to marketing as…

"Building a successful buzz campaign hinges on finding the right carriers for the message: influencers who are obsessed with staying one step ahead of their peers." (Khermouch & Green, 2001)

Conclusion

In conclusion, this phase of the marketing experience revolved around the perceived impact of various internal influences on consumers as they would be convinced to purchase Gateway Plasma Screen Televisions. The report looked at various aspects and marketing approaches such as demographic data gathering including age and income as well as psychographic data gathering which incorporates personality style or lifestyle data in the marketing of products. The world has become highly technologically advanced and has therefore introduced many new sources or opportunities such as direct database marketing, email contact points and internet shopping to marketing and consumerism management. Marketing and selling have therefore greatly changed. It is no longer a viable approach to just blanket advertise and other traditional…

Illustrate the differences between a straight rebuy, modified rebuy, and a new task purchase. Why is it important to understand the differences?

A straight rebuy is the purchase of standard parts, maintenance, or repair, and operating supplies, or any recurring need purchased on a routine basis (Kotler, 2006). For example, the routine purchase of printing paper is a straight rebuy. A modified rebuy is a situation in which purchasers have experience to draw on, and consider alternatives to previous purchasing (Kotler, 2006). For example, if a company recently purchased a new printer from vendor A, but was not satisfied, they may decide to purchase from vendor B. In the same situation next time. A new task purchase is a situation in which purchasing does not have previous experience with a requirement, and thus, has no relevant knowledge of product solutions (Kotler, 2006). For example, if a company requires the purchase…

All these were achieved with immense marketing budgets.

In the current situation when the United States and the world are threatened by an economic crisis, the giant shoemaker continues to sustain an increased marketing budget. A specification that must be made however is that changes in the structure of the budget have occurred. In this order of ideas, the marketing specialists at Nike are more centred on interactive and innovative marketing, rather than traditional marketing operations. In a time of financial difficulties then, the number one shoemaker of the globe is trying to approach the audience using less conventional means. Nike officials argued that they were not in the business of keeping the media companies alive, but that their primary interest was that of best communicating with the audience. In this order of ideas then, the multinational organization drastically reduced marketing budgets for television advertisements and other traditional means and…

In Italy, the local marketing approach would also emphasize the authentic nature of the environment except that local marketing would be less explicit and devoid of specific references in that regard. Instead, it would attempt to present services, menus, and other accoutrements in a manner that would allow local customers to come to their own conclusion that the hotel provides a highly authentic Italian experience.

PERSONAL REFLECTION

This exercise was extremely valuable to the study of Human Resource Management issues. Prior to this exercise, it would not have occurred to me how important local customs in a foreign country might be from the perspective of human resource management and the potential for civil liability to American employees working abroad. The exercise also provided an opportunity to make an important decision based on the comparative potential risks and rewards of two alternate courses of action.

From the perspective of marketing in…

With this in mind, the marketing division would notify the &D (research and advancement) division to produce a prototype of a service or product based upon the customers' brand-new needs.

The manufacturing division would then begin to produce the item, while the marketing division would concentrate on the advertising, circulation, rates, and so on of the item. Furthermore, a company's finance division would be gotten in touch with, with respect to securing ideal financing for the advancement, manufacturing and promo of the item. Inter-departmental disputes could happen, need to a company abide by the marketing alignment. Manufacturing might oppose the installment, support and maintenance of brand-new capital stock, which might be had to produce a brand-new item. Finance might oppose the necessary capital expense, because it could possibly weaken a healthy capital for the company.

A difference needs to be made in between marketing research and marketing research. Marketing research…

Economic: the economic forces affecting the marketing operations can be linked to the increasing numbers of organizations competing within the same industry, the better access to financial resources or the growing income per capita for the working population; all these forces generate new needs and as such require increased marketing efforts.

eferences

Proctor, T., 2005, Essentials of Marketing esearch, 4th Edition, Pearson Education

Wilson, ., Gilligan, C., 2004, Strategic Marketing Management: Planning, Implementation and Control, 3rd Edition, Elsevier Science and…

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…

Marketing Strategy your purchase.In the past, a successful company had to rely on marketing or planning and executing the development, pricing, promotion, and distribution of ideas, goods, and/or services. In this very competitive and global business environment, however, organizations must go even one step beyond this: They must rely not only on a general marketing plan but one that fits specifically with the company's strategy and goals.

A strategic plan is clearly delineates where an organization is going over the next year or more, how it will get there and the way it will determine if it did or did not reache its stated objectives. A business plan and a strategic plan are not the same. The focus of a business plan is usually on a particular product, service or program; the focus of a strategic plan is usually on the entire organization.

There are a number of different methods,…

The marketing strategies that will create positive relationships with the shareholders will certainly be in the growth strategies category. Following the discussion we have previously had for the customers category of stakeholders, a diversification strategy seems to be the most appropriate to encourage positive relationships with the shareholders.

Indeed, a diversification marketing strategy will encourage the shareholders to believe that the company is constantly willing to promote its own business model and its own particular products and services on the market. Additionally it will also sustain the idea that the company has a clear plan and strategy for the future, one that will support the company's profitability.

On the other hand, the company also has to promote innovation strategy of the leader/pioneer type. Such a strategy will determine the fact that the management's aim is towards supporting a leadership path into the future. Such marketing strategies will allow the shareholders…

Marketing in a Less Developed Country

A less developed country is that country with a Gross Domestic Product (GDP) of less than 2% of global trade in goods relative to other countries. Less developed countries are characterized by little industry and sometimes a comparatively high dependence on foreign aid. These countries are grouped as the poorest and weakest market economies and consist of more than 880 million people. They rely heavily on exports of agricultural products whose prices keep on fluctuating fetching low price in the international market while they import most of the industrial and manufactured goods from developed countries a reason for continued balance of payment deficits, resulting into high debt burdens which have kept them as beggars' in the international community thus a continuous vicious cycle of poverty (UN-OHLLS, 2011).

Less developed countries are also characterized by low level of socio-economic development with weak human and institutional…

Marketing Communication Programme for the New Product

"The Body Shop" offers a wide range of naturally inspired cosmetics and toiletry products. The brand, originally created in the United Kingdom, distributes its products and expresses its values through a large multi-channel network of exclusive retail shops (1,088 company owned and 1,517 franchisees) in more than 60 countries, as well as through home and online sales. The purpose of this report is developing an international marketing plan for a new product; a special shampoo which mitigates the hair loss problem of people, particularly for men, to be added to the range for international market in Asia for the Body Shop.

An international marketing plan including an analysis of marketing potential and target segment of the new product, a marketing communication programme for the new product is indicated in this report.

This report also provides a SWOT analysis for The Body Shop and…

There is also the need to concentrate on the interaction of these personal demographic factors as the foundation for group factors analysis.

Group Factors Analysis

The accumulated effects of the personal factors defined in the first section of this paper are put into relevance when the social factors are quantified and measured specifically relating to the retail home furnishings industry. One of the most commonly used is the VALS2 methodology (Piirto, 1996) which has its basis in the following set of metrics as shown in Figure 2, Lifestyle Orientation Definitions.

Table 2: Lifestyle Orientation Definitions

Source: (Piirto, 1996)

Orientation

Definition

Achievers

I am successful and deeply committed to work, family, and community.

A like predictability and consistency over risk.

My work affords me material rewards and prestige that shows success to my friends.

Strivers like to be trendy want to be stylish and admire people who are well-known for their…

marketing recommendations, one must first point out towards the fact that Romania (1) lacks a true branding campaign, such as the ones that Spain, Finland or even ulgaria have undergone during the past years and (2) because it has no branding policies to promote its values abroad and make positive connections in foreigners' minds with Romania, the first things that a foreigner will be able to say about Romania are related to thieves, Ceausescu or the stray dogs in ucharest.

This report will aim at discovering some of the positive elements that Romania has to offer and the adequate means by which these elements can be promoted to the audience we are addressing. The report contains two essential parts: image and branding recommendations, where positive elements about Romania are listed and analyzed, while the marketing approaches describe the channel of communication to be used in order to be able to…

Emerging Trends

There are a number of different trends emerging in marketing, and those involved in the craft should be aware not only of these changes but the implications of them as well. The first is video. Social media in particular has become a forum for video in marketing. This not only means things like Facebook Live and YouTube, but more sophisticated marketing such as Wistia's pro plans, Vidyard, and Brightcove. Video is another means by which a company can tell its brand story, and there is evidence that the use of video in marketing is not just on the rise but is effective as well, because most audiences find that video content is more engaging than other forms of content (Sharma, 2017).

Artificial intelligence is a big one, and that includes the use of smarter chatbots. These will pop-up on screen to help pull visitors to a website into…

Marketing

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…

marketing processes work by applying them to a real case. This essay will examine the company 21st Century Fitness by evaluating and creating a marketing approach that fits this unique company's situation that is placed within the market.

21st Century Fitness is an organization based on Larry Nachman and his anti-aging exercise and diet techniques. Larry claims to be 75 years old and is the face and body of this organization and sells his body as proof of his methods.

According to the company's website the company's services are "the first re-thinking of a total fitness program for all ages and lifestyles. It is an awakening to a new dimension of fitness that incorporates the best of 20th century methods and fills in the gaps that have been long missing. It provides every detail of exercise and nutrition to answer a question that we have asked throughout the ages: How…

Marketing

Product Safety, And Intellectual Property

Legal and Ethical Considerations in Marketing, Product Safety, and Intellectual

Ethics and legal issues refer to the morals and principles that govern the behavior and conduct of individuals or organizations. These legal principles and ethics serve to guide and offer directions on how to act or respond when faced with moral dilemmas. Marketing, advertising and product safety are areas of importance to everyone in the community. Production, distribution and use of products or services are areas guided by the laws of the land. The laws function to protect the community from exploitation or mishandling by the participants in the above sectors. In the marketing and advertising framework, the concept of ethics deals with personal moral principles and values. Under this framework, the society understands that laws are values and standards that are enforceable in the court. In the production of goods and services, the…

orientation in marketing of the Evangelical Lutheran Good Samaritan Society. The ELGSS is a not for profit health care organization with 238 nursing and health care facilities throughout the United States. Founded in the early 1920's as a care home by the Reverend August Hoeger, it grew to encompass multiple types of health care services. On the Good Samaritan Society web cite they outline their target audience and services as follows;

The vast majority of those the Society serves are elderly, but we also serve others in need. We offer housing options that include nursing beds, assisted living, basic care, congregate living and independent living..." (good-sam. 2003)

Although Lutheran in affiliation, the Society does not require that its staff or residents practice that faith. It is important to note, however, that the focus of both the mission and vision of the society is Christ-centered. This focus constitutes the basis of…

Executive Summary: Annual Marketing Plan
Introduction
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.
Situation Analysis
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…

Cards

Alternatives for Growth

SendOutCards has a number of different options for growth. The company utilizes what it terms a "network marketing" model, wherein its distributors are responsible for selling the cards, and bringing in new potential distributors as well, for which they receive a payment. This is the company's growth model and therefore an integral part of its strategy. For each individual distributor, however, there are different alternatives for growth. The first of these is via social media and the second is via more traditional marketing efforts.

There are several advantages to social media marketing. These include increased brand recognition, repeated exposure, leveraging word-of-mouth, creating influence and driving traffic (Chandler, 2013). The direct benefits of social media are that it allows you to reach the people within your circle, but they expand outwards. An example of how this works is to send out cards to people that you know,…

Health Care Marketing

Marketing is the management and social process of identifying, anticipating and satisfying the needs of present and potential customers while making long-term profits. The choice of marketing techniques may vary in the marketing of services from the marketing of products, but the basic principles and concepts of marketing are equally important and relevant in both, and apply across the spectrum of products and services, into the home health care industry. Successful marketing regards the customer as the focal point of business. In the many businesses, selling is often misunderstood as marketing. Selling is a micro function which means offering existing products at an agreed price, while marketing is a macro function which governs many other tactical areas. Marketing includes:

Collecting, storing and analyzing important information regarding markets, competition and future trends.

Segmenting the market and identifying specific needs of different customers.

Adjusting existing products and creating new…

Citroen DS3 is a small car that is marketed by the French automaker Citroen. The DS3 was originally launched in 2010. It comes in two main variants, the regular DS3 and the Cabrio. The car is in the supermini class, wherein it competes with the likes of the Mini Cooper, the Smart Fortwo and other very small passenger cars. This paper will examine the marketing of the DS3, with particular reference to the Australian context. The marketing will include the 4Ps of price, promotion, place, and product. The analysis will also determine the target market and market segmentation for this car. The core value proposition and other key marketing elements will be discussed as well. The analysis will be based on the marketing materials provided by the company online, with analysis rooted in marketing theory.

Brief Overview

The automobile industry uses extensive segmentation of its products. Most companies in the…

Managerial Challenge at Facebook

Marketing Problem at Facebook

Application of Project Management to Facebook's Marketing Problem

Project Team

The Triple Constraint

Gant chart of the Project

Application of Operations Management to Facebook's Marketing Problem

Application of Information Systems Management to Facebook's Marketing Problem

Assignment of the Project Team

Training Needed

Work Breakdown including Critical Path

Planning Budget

Facebook is one of the social media platforms that has transformed modern communications and become highly successful and profitable in the process. Throughout its operations, the company has remained successful and adopted suitable business strategies and initiatives. One of these initiatives is the recent initial public offering that was largely successful despite numerous challenges in initial stages. However, several events have taken place in the recent past and contributed to decline in the number of Facebook's users. This decline is a reflection of marketing and advertising problems at the company, which is a…

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…

Marketing Plan

Friedman

Internet Marketing and Pizza

This report tries to gather some advantages and disadvantages associated with a new Internet marketing plan for a new pizza shop. By following their new marketing plan, this report alter the way small businesses use the internet marketing approach to change the way they advertise. There is a lot of media attention being paid to Internet marketing and most people believe that this type of marketing approach is the future. More and more organizations now focus on new and inexpensive ways to attract new customers. Marketing companies are gradually becoming experts on the World Wide Web. But the world has gone global, now marketers and local businesses have the opportunity to also play on the open global platform. It is possible that new small local business may actually require international skills as more global opportunities are created through the web. There are estimates…

Marketing Plan

This report is a summary of my self-marketing objectives that I will use to obtain a position within the next year as an Administrative Manager in the UMDNJ University Hospital system. By utilizing tools such as my creating a marketing plan, an industry analysis and a self SWOT analysis plus other self-evaluation methodologies, I feel it is a very good chance that I will prepare myself to meet my short-term objective of obtaining a management position. I may need more hands on experience but my new found understanding of both management and the healthcare industry will make mea a good fit for the organization and them a good fit for me. As demonstrated throughout the class, however, a product that is not properly marketed will never sell. My objective is to apply the marketing theories that I have learned to my own job search. There are many ways…

New Marketing Strategy for Caribou Coffee

Situational Analysis

Company Analysis

Strengths

Weaknesses

Opportunities

Threats

Marketing Proposal

Marketing Mix

Product

Pricing

Placement

Promotion

To survive firms need to adapt and change in line with the general marketplace. Many successful firm have been able successful deal with dominant competition and high levels of challenge. One firm which faces these challenges is Caribou Coffee, although the second largest coffee house chain in the U.S. it is an underdog when compared to Starbucks, with just over 400 stores across 18 states in the U.S. and 203 stores in 10 international countries, many of which are franchises (Caribou Coffee, 2016). The company has faced some setbacks due to the high level of completion within the coffee house market, closing some 80 stores in 2013, and a further 88 were converted to Peets Coffee and Tea (Leavitt, 2014; Leonard, 2013). This indicates the firm needs to…

Ford Motor Company Campaign for 2002

The challenge for any manufacturer during this volatile U.S. economy is finding new markets and new customers. Even a company like Ford Motor Company, which has had a long history of producing quality automobiles for over one hundred years, cannot rest on its laurels of past successes. If the Ford Motor Company closes its doors tomorrow, the consumer market would not miss them because of the vast number of alternatives to fulfill the needs of automobile drivers; however, since Ford has had a long history, it's past successes can be incorporated into any promotional avenues the company pursues. Fortunately, the Ford Motor Company has had a history of aggressively spending money in advertising dollars and initializing interest in their products and service. In the latest numbers available published in Advertising Worldwide, Ford ranked fifth of advertisers worldwide in 1998, seventh in egional Ad Spenders…

Marketing to the Bottom of the Pyramid

Ethical issues: 7

Social Issues: 7

Market Opportunity: 8

Value for underprivileged: 8

The underdeveloped countries are becoming major emerging markets with a huge potential based on the large populations. The large corporations operating in developed markets also expand in international markets. The multinational companies operating in under developed and developing countries also look for opportunities in the market through a different approach. The key question that needs to be answered is that these markets have different dynamics in terms on consumer preferences, geographical locations, and income at the disposal of a large number of inhabitants. The businesses including major multinational corporations also look for opportunities in establishing their reach and appeal to the locals that are under privileged and in some cases the bottom of the pyramid (BOP) market segment. These underprovided populations not only live under the poverty line but they…

Marketing

Involvement

Consumer involvement refers to the amount of time, though and energy that a consumer puts into a particular purchase decision (McNamara, 2014). This can be categorized along the emotional/rational scale. So many small purchases like impulse purchases are low involvement. At the very low involvement end of the scale is something like fries with your burger -- you might not even want them, and accept the suggestion for them almost reflexively. At the high involvement end of the scale would be something like the military bidding process, or for consumers buying a house or car. A medium-involvement purchase involves at least some thought. An example might be new headphones -- it's not an impulse purchase but unless you're ad audiophile there is only so much energy you will put into that purchase.

For marketers, the optimal situation for a low involvement purchase is to reduce the search for…

This he can do by engaging in extensive advertising, public relations, sales promotion, personal selling, internet marketing, and sponsorship. Depending on the resources available, the client can use any form of mass media that is within his means. He can also go for the services of public relation companies to obtain favorable publicity within the media. The client can also make use of money off coupons or special offers to increase sales volumes in short-term. Internet marketing techniques like social media and videos on demand can also come in handy (Chaffey, 2007). Message strategy should be well thought out. The message should reinforce the benefit of that product (Schultz & Dev, 2005).

2.1.4 Place Strategy

This stands for ways by which goods are transported from the client to the end users. The client has to ensure that goods reach the market when they are still in good condition failure to…

Marketing in the Contemporary Organizations

The contemporary society is very dynamic and things change each passing day particularly propelled by the new inventions and technological improvements. There is provision for information to travel faster than it used to, hence posing a cut edge competitive environment for each organization. Each company that wants to remain relevant in the market must embrace techniques and trends that will enable it remain afloat and relevant, such as marketing.

The modern organizations has so many functions going on like production, resource development, finance departments, the human resource departments all in tandem. In order to align these functions within the organization with the needs and wants and expectations of the customers, there is need to involve a marketing strategy that will deliberately guide these functions towards that direction (ama ao, 2005). The key to success in the current organizations do not rest on marketing or any…

Brand equity of trusted advisor for CM application delivery.

Source: Framework based on the concepts presented in (Yoo, Donthu, Lee, 2000)

eferences

Aaker, D.A. (2012). Win the brand relevance battle and then build competitor barriers. California Management eview, 54(2), 43-57.

Aremu, M.A., & Bamiduro, J.A. (2012). Marketing mix practice as a determinant of entrepreneurial business performance. International Journal of Business and Management, 7(1), 205-213.

Friedman, H.H., & Friedman, L.W. (1987). Marketing methods for software. The Journal of Systems and Software, 7(3), 207-207.

Ghose, K. (2009). Internal brand equity defines customer experience. Direct Marketing, 3(3), 177-185. D

Katzmarzik, a. (2011). Product differentiation for software-as-a-service providers. Business & Information Systems Engineering, 3(1), 1-31.

Joseph, J.V. (2009). econciling marketing vs. branding return on investment. ochester, ochester, NY.

Yoo, B.,…

Marketing and Branding a Healthcare-elated product

Marketing and Branding Lipitor

Target markets, branding, marketing strategy, execution and product positioning all directly contribute to the market share and profitability of a product. In the marketing and selling of healthcare related products, brands must communicate a viable and realistic solution t a patient's condition to be seen with credibility and trust (Angelmar, Angelmar, Kane, 2007). The intent of this analysis is to evaluate the marketing strategies of Lipitor, a best-selling drug of Pfizer Corporation used for treating high cholesterol and its related heart disease effects. This drug generated $10.7B in the company's latest fiscal year according to their annual report and is also considered one of the top-selling drugs throughout the entire pharmaceutical industry. Beginning with an analysis of the Lipitor target market, and progressing through their branding strategies, analysis of product success and recommendations for future marketing strategies, this paper provides…

The essence of any successful entrepreneurial strategy is in creating significant value for the customer (Drucker, 1985). Microsoft needs to shift towards a more open API-based product strategy that allows for more rapid innovation from hardware and services partners both. This direction alone will help Microsoft to compete more effectively over the long-term, by giving them the ability to compete for precious developer resources and times with partners and service providers.

Second, Microsoft needs to think more about their phone strategy from the standpoint of how they can create the smartphone of the future as a computing platform. One of the best strategies for accomplishing this is to concentrate on having their operating systems be more oriented towards creating a technology-agnostic platform for social media websites and applications. The advent of social media websites have given every customer a much greater level of communication and clarity, so much so that…

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…

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…

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.

eferences

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…

Marketing - Nike: Company nalysis

NIKE:

Genius World of dvertising and Marketing

The media bombards society with commercial messages daily, both written and spoken. There are, for example, the easily forgettable newspaper ads, the brightly colored billboards on the highway that one can see while driving, or on the side of buildings, the man or woman sitting on the side of the road with a flyer, or the boring radio commercials. There are also, of course, the funny messages on the television, and those jingles and seem not to want to escape constant humming. In other words, merican are simply surrounded by these various marketing tools that say "buy this" or "try this."

In fact, according to Consumer Reports, an average merican is exposed to 247 such messages daily.[footnoteRef:1] Other sources, however, beg to differ with this estimate and offer much higher ones. For example, lf Nucifora, who is an…

Marketing in the anking Industry

Prescott Valley, Arizona

Abridged Literature Review

Reflective

Annotated ibliography

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…

The most relevant competitors at this stage are represented by the Microsoft Corporation, the SEGA Corporation and the Sony Corporation (Hoovers, 2010).

In terms of the second persona, the competition is less concentrated as the hi-tech consumers will often renounce brand loyalty and will look for products which serve their needs, even if these products are sold by small size companies. This status quo is due to two primary elements:

On the one hand, the technical consumers have higher expectations. They do not care for fashionability, but they expect high quality or even flexibility so that they can program over the initial application and personalize the game.

On the other hand, the status quo was propagated by the abundance of firms and even individuals who create applications and sell them within the virtual community. The advent of the internet then enhances competition within the industry by bringing games and gamers…

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…

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…

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…

Compehension

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.

Involvement

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.

Retention

Standad maketing follow-up pocesses will be used…

Marketing

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…

Here the marketer tries to project the product as an answer to these conflicts (Consumer Behavior: Chapter 3, 2010).

With motivation having such a major influence on consumption patterns of the customer, there is a strong need to learn about it as part of marketing research. Qualitative methods of observation, focus groups and in-depth interview and analysis are often used to try and understand the hidden motives of a consumer. The level of participation or how interested the consumer was about a product decides the degree of motivation a consumer had to buy a particular product. The foundation of stimulation and the particular situation the consumer is in when they come into contact with the product also determine the level of connection (Consumer Behavior: Chapter 3, 2010).

It could vary in degree, in which the customer's involvement could be at the basic stage which is passive or low. On the…

3 Competition

As stated before, the competition in the coffee shops industry has increased drastically during the past recent years. In 2003, the industry had registered total sales of over $6 billion (Ferguson, 2004). The top five competitors of Sweettreats would be: Starbucks, Nestle, McDonald's, Dunkin and Gloria Jean's.

Gloria Jean's is among the leaders of the industry and they basically address their products to the young population. The corporation is based in Australia but present in numerous countries of the globe through franchise contracts (Official Website of Gloria Jean's, 2008).

Dunkin Donuts is a U.S. based company, namely headquartered in Quincy, Massachusetts. In 2006, they registered annual revenue of over $4 billion. They address all types of consumers and sell a wide palette of coffee-based beverages and foods (Official Website of Dunkin Donuts, 2008).

Starbucks is the undisputed leader of the industry and in 2006 they registered annual revenues…

Marketing Implications

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…

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.…

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…

Marketing in the 21st Century

There are several trends that have worked to create new dynamics for marketers in the 21st century. The advents of ecommerce and social media have definitely changed the ways that consumers buy and research products. There are multitudes of different ways that consumers can rate products and get professional and peer reviews for products online. There are also new ways of distribution and product placement. Consumer perceptions of traditional marketing messages have also grown to be cynical and effective marketing must now transcend the old paradigms and reach consumers in new ways. This analysis will provide a brief overview of the challenges that face marketers in this century.

Marketing and Promotions Process Model

Marketing products in the mature phase of their lifecycle can be a daunting task. Maturity is the third phase and represents a product that really isn't new anymore and it is difficult…

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…

The bottled water industry is an extremely dynamic one which has brought the players major revenues. Seeing the great potential for further profits, new companies have emerged and some of the already existent ones merged as to get better comparative advantages. Evian's main competitors are the Perrier Group, Aquafina and Dasani, and all these have engaged in marketing operations to differentiate themselves from the newly entered players and consolidate their position in the international market. The Perrier Group based their marketing campaigns onto radio announcements in order to reinforce their brand; Dasani has launched a new television advertisement featuring the Commodores and other funk stars; and Aquafina (from PepsiCo), has developed a televised campaign based on advertisements featuring celebrities (Hein, 2001).

3.4 Target Market

The target market is identified through the application of the segmentation criteria. The most commonly used such criteria include age, cultural background, economic and social status,…

This helps tarbucks to retain an image of the young, exciting company that attempts to break the convention with its strategy and its products. The company does this with a policy of continuous innovation and honesty.

Another policy is never to compromise the customer's experience for the sake of profit, as seen above. Not only employees, but also customers are seen as the primary stakeholders in the company and as such are treated well. In this, the company focuses on the little touches that make the customer experience something exceptional. The policy is that small things add up to connect the customer with the company, and this ensures returning customers.

Another insight that tarbucks profit from is the fact that they do not attempt to cultivate loyalty with lower prices, but rather a basis of fans with products that are excellent and meaningful to the particular customers it serves. Hence,…

Marketing

Value

Marketing, according to obert A.S. (2005) is "an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders." It gives a lot of emphasis on marketing as being part of the organization structure and inalienable pat. This means that it is the central focus for the customers as well as the stakeholders.

For the customer, marketing will help in identifying the product and the source of the particular item and differentiating it from the other various products in the market hence making it easier for the customer to make a choice and form brand loyalty, the creation of a buyer value is the ultimate goal of this marketing focus (John C. & Stanley F., 1989).

One aspect of marketing is branding, and in the long run, branding helps set…

Marketing

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…

Marketing

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…