Filter By:

Sort By:

Reset Filters

Marketing Campaign Essays (Examples)

Having trouble coming up with an Essay Title?

Use our essay title generator to get ideas and recommendations instantly

Marketing Segmentation and Product Positioning
Words: 1812 Length: 6 Pages Document Type: Term Paper Paper #: 29834462
Read Full Paper  ❯

The company will also offer training service for small and home businesses. ATC will achieve strategic positioning by delivering value proposition for its product and services. ATC will use packaging, brand name, styling, quality, and safety to position its products. The company will use cost advantages to compete in distinctive way.

Price: ATC will offer its product and services at industry average price. The company will not offer its products below the industry average price because the customers may believe that the company is not offering the best value for its product and services. However, ATC will use the early payment discount, price discrimination skimming and penetration as the pricing strategies.

Place: ATC will use different distribution strategy to reach customers .The company will open offices at the strategic positions across the United States where customers could order for the company product and services. The company will also use the…

References

Census Bureau (2012). Employment Size of Firms. USA.

Financial Express (2012). India PC market grew 13% in 3rd quarter. Sunday, 14 Oct 2012.

Porter, M.E. (2001). Strategy and the Internet. Harvard Business Review, 79(3): 62-74.

Small Business Administration (2011). United States Small Business Facts. U.S. Small Business Administration.

Marketing Discuss the Aspects of
Words: 928 Length: 2 Pages Document Type: Research Paper Paper #: 76615342
Read Full Paper  ❯

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…

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.

Marketing Discuss Product Service Terms Current Target
Words: 1629 Length: 5 Pages Document Type: Essay Paper #: 15517487
Read Full Paper  ❯

MAKETING

Discuss product service terms current target market demographics U.S. Census Data. 2.Determine product service declining popularity. Be include information social, demographic, ethnic markets; economic technological factors; political legal factors; competitive factors.

Product description

The market for bottled water in the U.S. has been experiencing a steady decline in growth as a result of huge awareness campaigns that are conducted to curb consumer demand. This is in contrast to other parts of the world where the popularity of bottled water is continuing to increase by 6.7% each year which is reported by the Beverage Marketing Corporation (2008)

as the smallest increase experienced in the last 10 years. The U.S. used to be the largest consumer of bottled water but in the latest years, there has been a shift towards preference of tap water rather than bottled water Institute, 2012()

The Beverage Marketing Corporation (2008)

states that 54 per cent of…

References

Beverage Marketing Corporation. (2008). The 2007 Stats. New York, NY: Beverage Marketing Corporation.

Central Intelligence Agency. (2012). World Factbook: India Retrieved October 3rd, 2012, from  https://www.cia.gov/library/publications/the-world-factbook/geos//in.html 

Ferrell, O.C., & Hartline, M. (2010). Marketing Strategy. Mason, OH: Cengage Learning.

Institute, W. (2012). Bottled Water Demand May Be Declining Retrieved October 3rd, 2012, from http://www.worldwatch.org/node/5878

Marketing Research After Carefully Reviewing
Words: 1039 Length: 3 Pages Document Type: Essay Paper #: 94512227
Read Full Paper  ❯

Were the subjects giving their answers or the answers that the interviewers were trying to elicit? The lack of uniformity in the interview process makes that an impossible question to answer.

The focus groups themselves also had some basic problems. Besides being relatively small, they were not anonymous. In fact, each participant's name was recorded on a note card at the onset of the discussion. According to the case study, only the community school leader knew their actual identities, but their identities were not anonymous. Given the nature of this study, that was not a sufficient amount of protection for their identities. With regard to drug use and interaction, it would seem that the participants would want anonymity from this individual above all others. With that it mind, it seems clear that not all responses recorded were as honest as they might have been with the guarantee of anonymity. This…

Reseach Associate Jennifer F. Lawrence prepared this case under the supervision of Professor V. Kasturi Rangan as the basis for class discussion rather than to illustrate either effective or ineffective handling of an administrative situation.

Copyright © 1987 by the President and Fellows of Harvard College. To order copies or request permission to reproduce materials, call [HIDDEN] or write Harvard Business School Publishing, Boston, MA 02163. No

part of this publication may be reproduced, stored in a retrieval system, used in a spreadsheet, or transmitted in any form or by any means -- electronic, mechanical, photocopying, recording, or otherwise -- without the permission of Harvard Business School.

Marketing Volkswagen Routan Minivan Marketing
Words: 1414 Length: 5 Pages Document Type: Marketing Plan Paper #: 55777787
Read Full Paper  ❯



Targeted Segment

Customer Need

Corresponding Feature/Benefit

Families

(consumer market)

Ample seating

Built in entertainment

Easy Entry

Safety

Ample room

Seating for seven

Dual fold down DVD screens

Dual sliding power doors

earview back camera

Large cargo capacity

Source: http://www.vw.com/routan/en/us/

Competitive eview

Competitor

Model

Features

Price

Honda

Odyssey

Aggressive Front and ear Styling, Power Sliding Doors, Alloy Wheels, Bluetooth® Hands Free Link®, Honda Satellite-Linked Navigation System ™ with Voice ecognition and earview Camera and Tri-Zone Climate Control

$26, 805

Kia

Sedona

Alloy Wheels, Auto Light Control System, Navigation System, Bluetooth with voice recognition, ear seat DVD entertainment system

$24,595

Toyota

Sienna

Alloy Wheels, Dual Sliding Doors, Star Safety System, Tire Pressure Monitor System

$24,260

Distribution eview

Based on psychographic and demographic segmentation, a direct marketing campaign would be the best way to approach the marketing of the Volkswagen outan Minivan. The goal is going to be to reach families that want…

References

2010 Volkswagen Routan. (2010). Retrieved August 2, 2010, from U.S. News and World Report

Web site: http://usnews.rankingsandreviews.com/cars-trucks/Volkswagen_Routan/

Routan. (2010). Retreived August 2, 2010, from Volkswagen Website:

 http://www.vw.com/routan/en/us/

Marketing Best in Show Is Going to
Words: 1018 Length: 3 Pages Document Type: Essay Paper #: 88368561
Read Full Paper  ❯

Marketing

Best in Show is going to face tremendous difficulty in bringing Show Circuit to market. There are a number of problems that the company faces, among them issues of targeting, promotional spending and positioning. The product is inherently high end, given the cost of production, so this must be taken into consideration when devising the marketing strategy. The market has not been adequately segmented at present, because no psychographic segmentation has been done. The research thus far merely assumes conclusions about end users -- for example that appeals like having your dog eat what you eat are actually going to be effective or that talking to consumers like this is the 1950s (find it in the freezer section of the grocery store) is going to make sense to the younger, urban consumers of 2008. These assumptions should be undone and the market understand in a more sophisticated manner if…

Marketing Plan for a Home-Based Desktop Publishing Business
Words: 1574 Length: 5 Pages Document Type: Marketing Plan Paper #: 17920196
Read Full Paper  ❯

Marketing Strategy for KitKat Desktop Publishing

Creating an independent desktop publishing business from one's home is indeed an exhilarating prospect. Entrepreneurship offers one a career of truly boundless possibilities and the intoxicating freedom of being one's own boss. However, such a path is not without challenges; there are the regulatory and compliance issues, financial issues, start-up capital needed to be gathered, evaluation of technology systems, and marketing (Schulaka, 2009). When it comes to the last challenge, marketing, this truly is an aspect which can make or break a business, particularly a nascent business and one which is small and developing. "Marketing and entrepreneurship are traditionally regarded as two separate academic disciplines" (Hills et al., 2008). However, such a perspective is inherently flawed. Strategic marketing in necessary for a small business to exist, survive and thrive, particularly for a small, home-based business. The best marketing strategy for such a specific type…

References

Esales. (n.d.). 7 Key Benefits to Blog Marketing for Your Business. Retrieved from Streetdirectory.com:  http://www.streetdirectory.com/travel_guide/113659/blogging/7_key_benefits_to_blog_marketing_for_your_business.html 

Forbes.com. (2012, August 3). The 6 Basic Components Of A Strong SEO Strategy For Online Retailers. Retrieved from Forbes.com:  http://www.forbes.com /sites/theyec/2012/08/03/the-6-basic-components-of-a-strong-seo-strategy-for-online-retailers/

Hills, G., Hultman, C., & Miles, M. (2008). The Evolution and Development of Entrepreneurial Marketing. Journal of Small Business Management, 99-112.

Kumar, A. (2011, December 19). Five Effective SEO Strategies to Optimize Your Business Blog. Retrieved from Entrepreneuer.com:  http://www.entrepreneur.com/article/222499

Marketing Plan First of All
Words: 854 Length: 3 Pages Document Type: Term Paper Paper #: 42594901
Read Full Paper  ❯

His income level is reasonable enough to allow him to afford to buy a product that is at least average priced.

Another threat that needs to be dealt with is the fact that the age category we are addressing is most predisposed to change. People in this age group have a tendency to change their car once every a couple of years, change the electronics around the house, change the computer, etc. Compared with the over 55 category, much more conservatory, the consumers we are targeting have lower customer retention indicators and consistent additional effort needs to be made in this sense.

The third threat from the market that needs to be mentioned is related to technological obsoleteness and the implications deriving here from. One of the causes of the customer retention indicator I have previously mentioned is related to the fact that new technological features constantly appear in short…

Marketing in Healthcare Management Over
Words: 3563 Length: 11 Pages Document Type: Case Study Paper #: 47724235
Read Full Paper  ❯

It was especially effective when evaluated for the specific demographic segmentation the organization was targeting. Young adult males were particularly inclined to watch the commercial, thanks to the buxom, bikini-clad beauty as the star. In addition, young adult females were more likely to relate to the star of commercial, more so than if they had cast a middle-aged housewife. Although these demographics were more likely to watch the commercial, such a small portion of the commercial was devoted to the actual message, it's difficult to determine the effectiveness on whether or not these viewers would take action, such as learning more about breast cancer or conducting monthly self breast exams, or other behaviors that would help with early detection of breast cancer, to ensure the likelihood of survival.

egarding the seven Ps of marketing, the Save the Boobs campaign was more effective than originally anticipated regarding the place of the…

References

Aggarwal, V.B., & Gupta, V.S. 2001, Handbook of journalism and mass communication, Concept, New Delhi.

Anselmo, D. 2010, Marketing demystified a self-teaching guide,.McGraw-Hill, New York.

Assael, H. 2005, Consumer behavior and marketing action (3rd ed.), Kent Pub. Co., Boston.

Crane, F.G. 2001, Professional services marketing: strategy and tactics, Haworth Press, New York.

Marketing Coined by Marketing Guru Jay Conrad
Words: 6446 Length: 22 Pages Document Type: Term Paper Paper #: 33058333
Read Full Paper  ❯

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…

Bibliography

360 Degree Internet Marketing - Think Outside the Box for Minimum Cost, Maximum Results," (2001), (Bulls Eye Marketing Group), Available: http://www.bullseyemarketinggroup.com/guerrillamarketing.html (Accessed 2003 March 1).

Arora, S. (2000), "Guerilla Launch Tactics," (eFuse), Available: http://www.efuse.com/Grow/guerilla_marketing.html (Accessed 2003 March 2).

Case Studies," (the Viral Factory), Available: http://www.theviralfactory.com/casestudy.htm (Accessed 2003 March 1).

Churchill, C. "Search Tip: Use Gateway Pages," (NetMechanic), Available:  http://www.netmechanic.com/news/vol2/search_no2.htm  (Accessed 2003 March 2).

Marketing Channels and Methods
Words: 2664 Length: 7 Pages Document Type: Term Paper Paper #: 16942492
Read Full Paper  ❯

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…

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.

Marketing Plan for a New
Words: 3685 Length: 12 Pages Document Type: Term Paper Paper #: 62284785
Read Full Paper  ❯

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…

References:

Farhoomand, a., 2009, Nintendo's disruptive strategy: implications for the video game industry, the Asia Case Research Center

Kotler, P., Keller, K.L., 2009, Marketing management, 13th edition, Pearson Education

2010, Nintendo Co. Ltd., Datamonitor,  http://www.datamonitor.com/store/Product/nintendo_co_ltd?productid=AC85BB43-AE55-413B-A0AD-445DFE712CE3  last accessed on November 26, 2010

2010, Nintendo Co. Ltd., Hoovers, http://www.hoovers.com/company/Nintendo_Co_Ltd/crxkki-1.html last accessed on November 26, 2010

Marketing Budget During Economic Crisis
Words: 2108 Length: 7 Pages Document Type: Thesis Paper #: 38850623
Read Full Paper  ❯

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…

Works Cited

Chandler, T., Nike Gets Engaged, Shrinks Traditional Ad Spending. Here's How Copywriters Can Benefit, the Copywriter Underground, 2007, http://copywriterunderground.com/2007/10/22/nike-gets-engaged-shrinks-traditional-ad-spending-heres-how-copywriters-can-benefit/last accessed on October 16, 2008

Lovell, C., Marketing Budgets Cut at Record Rate as Economic Crisis Deepends, Brand Republic, 2008,  http://www.brandrepublic.com/Campaign/News/852748/Marketing-budgets-cut-record-rate-economic-crisis-deepens/last  accessed on October 16, 2008

McNamara, C., All About Marketing, Free Management Library, 2008,  http://www.managementhelp.org/mrktng/mrktng.html . Ast accessed on October 16, 2008

Ford's Product Facing a Deepening Financial Crisis, Daily Times, 2006,  http://www.dailytimes.com.pk/default.asp?page=2006 57story_7-5-2006_pg5_30last accessed on October 16, 2008

Marketing Dollar Scan Triad Dollar
Words: 2159 Length: 8 Pages Document Type: Research Paper Paper #: 84488642
Read Full Paper  ❯



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…

references of customers in connection with their future patronage. Service packages, pricing, and marketing changes will reflect the analysis of those data.

Retention

Standard marketing follow-up processes will be used to determine how well customers remembered the specific messages in marketing campaigns and how those messages may have contributed to their decisions. The same technique will be used to collect data from prospective customers who initially expressed interest or who requested information about the service but ultimately decided not to purchase the product. Those surveys will address the extent to which those decisions may have been functions of the failure of marketing initiatives to achieve the necessary retention to generate sales of services.

Yield

Standard marketing follow-up processes will be used to determine the extent to which specific elements of messages in marketing campaigns motivated their eventual decision to purchase the product and how those messages may have contributed to their decisions. The same technique will be used to collect data from prospective customers who initially expressed interest or who requested information about the service but ultimately decided not to purchase the product. Those surveys will address the extent to which those decisions may have been functions of the failure of marketing initiatives to inspire prospective customers to make follow-up inquiries or further consider purchasing the service.

Marketing Plan for New Evian
Words: 2693 Length: 10 Pages Document Type: Term Paper Paper #: 71140256
Read Full Paper  ❯



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,…

References

Danone Group 2005-2006 Annual Report, Retrieved at http://finance.danone.com/phoenix.zhtml?c=95168&p=irol-reportsAnnual2005on April 3, 2008

Hein, K., May 21, 2001, Water Competition Heats Up; Summer Awash with a Bevy of Ads, Brandweek

1988-2008, Oxygenated Water, Tools for Wellness,  http://www.toolsforwellness.com/oxygenated-water.htmllast  accessed on April 3, 2008

2002-2007, the Marketing Mix (the 4 P's of Marketing), Net MBA, Business Knowledge Center,  

Marketing Plan for a Sport
Words: 2230 Length: 8 Pages Document Type: Research Paper Paper #: 21871832
Read Full Paper  ❯



All legal stipulations in regard to the usage of licensed and branded merchandise would be respected.

8. Sales

It is initially expected that the aerobics class would sell subscriptions to 1,500 customers. This high volume of sales would be due to promotional offers which promote the aerobics class at lower retail prices. As the promotions expire however, a small decline in the number of sales is expected. The company is however confident that it will manage to sell an estimated 1,300 products following the expiry of the promotions and that it will be able to sustain this level. Additionally, organizational improvements in the product offer and new marketing campaigns would also be implemented and they would attract new customers and as such generate more sales.

9. Sponsorship

Three sponsorships contracts are to be signed -- they have already been negotiated and they would be completed as the project is launched.…

References:

Beech, J., Chadwich, S., 2007, The marketing of sport, Pearson Education

Kotler, P., Armstrong, G., 2010, Principles of marketing, 13th edition, Pearson Education

Luther, W.M., 2001, The marketing plan: how to prepare and implement it, 3rd edition, AMACOM Div American Mgmt Assn

Mills, G., 2002, Retail pricing strategies and market power, Melbourne Univ. Publishing Schlossberg, H., 1996, Sports marketing, Wiley-Blackwell

Marketing Valuation of Special Kellog's Cereal Marketing
Words: 1575 Length: 5 Pages Document Type: Essay Paper #: 69592636
Read Full Paper  ❯

Marketing Valuation of Special Kellog's Cereal

Marketing valuation Kellogg's Special K. cereals

Kellogg's Foods: 3

Marketing mix: 3

Product: 4

Price: 4

Promotion: 5

Product Differentiation: 5

Triple bottom line Strategy: 6

Financial, Social, and Environmental Factors: 7

The business case of Kellogg's Special K. cereals is analyzed to assess the effectiveness of marketing mix, key features of the business strategy, and growth factors. The history of Kellogg's Foods is briefly described along with the analysis of marketing mix. Later section provides a brief about the product differentiation strategy of the business. The recommendations for overall business are followed by the triple bottom line strategy. Finally conclusion is presented as a summary of the findings.

Kellogg's Foods:

The company started its operation in 1906 and expanded its operations in domestic market. The first international opening is remarked as its Canada operations in 1914. The innovative development in 1915 was introduced…

References:

Advertisements, S.K. (2012). Feeling Good Never Looked Better. Challenging Images of Women in the Media: Reinventing Women's Lives, 3.

Aschemann-Witzel, J., Perez-Cueto, F.J., Niedzwiedzka, B., Verbeke, W., & Bech-Larsen, T. (2012). Lessons for public health campaigns from analyzing commercial food marketing success factors: a case study. BMC public health,12(1), 139.

Henriques, A., & Richardson, J. (2004). The triple bottom line, does it all add up?: assessing the sustainability of business and CSR. USA: Earthscan.

Kellogg's Foods.(n.d.).Cereals. Retrieved from:  http://www.specialk.com/cereals

Marketing Information Systems and Ethics
Words: 748 Length: 2 Pages Document Type: Research Paper Paper #: 17261729
Read Full Paper  ❯

109). But the new types of data kept by corporations are highly individualized, and contain information beyond the surface demographic to which the consumer belongs: the information is so personal it can be easily used to commit credit card or insurance fraud, and besmirch a customer's name.

While increased access to such data might be a boon to sellers it is hardly likely to be as beneficial for consumers. Sellers might weakly protest that knowing more about the consumer enables them to offer special promotions of interest to their core contingent of loyal purchasers. However, most consumers do not want to be barraged by advertising, and their information, once it leaves their possession, can easily fall into unscrupulous hands, the more it is passed around. Selling databases of consumer information is far from unheard-of. A consumer who obtained a discount on a bag of pet food with a 'rewards card'…

References

Boyce, Gordon. (2002, June). Beyond privacy: The ethics of consumer information systems

Informing Science. Retrieved March 26, 2010 at  http://informingscience.org/proceedings/IS2002Proceedings/papers/Boyce230Beyon.pdf 

Ferrell, Linda. Marketing ethics. Cengage Learning. Retrieved March 26, 2010 at  http://college.cengage.com/business/modules/marktngethics.pdf

Marketing Plan Flamenco the Proposal
Words: 1568 Length: 5 Pages Document Type: Term Paper Paper #: 83327555
Read Full Paper  ❯

Whether one is browsing through Cosmopolitan or any other magazine all the leading glossies will have special pages adorning the advertisement of this fashion brand of women's tops.

High Fashion brands try to explore new avenues to further build their association with high-end target market by linking themselves to certain events and programs as part of their promotional techniques. 'Flamenco' would also make association with major Hispanic events already in place. We will also start a 'Flamenco Dance' campaign as an event that would celebrate colorful dances and clothes of Latinos.

Budgets and Controls

It is proposed that the marketing budget to launch the advertising and promotion campaign that includes print advertising, celebrity hook up, outdoor advertising and other initial activities should be considerable. Initial marketing budget will run in millions that is separate from the product development cost and infrastructure investment. Also exclusive boutiques opened will also have a…

References

Elias, Cristina. 'Young Hispanics and Hip Latinos' September 13, 2005. Ahorre.com. 21 May 2006 http://www.ahorre.com/blog/hispanic_marketing/us_hispanic_market/young_hispanics_and_hip_latinos/

LATINA FLAVOR: Today's Hispanic Woman Feasts On Fashion' 3 October 2005. Cotton Incorporated.

21 May 2006  http://www.cottoninc.com/lsmarticles/?articleID=416 

LATINA CLOTHING LOVERS: Clothes shopping is a passion for many Hispanic-American women' 19 October 1998. Cotton Incorporated.

Marketing Internal Influences on Gateway
Words: 1783 Length: 6 Pages Document Type: Term Paper Paper #: 5184703
Read Full Paper  ❯

"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…

References

Khermouch, Gerry & Green, Jeff (2001, July 30). "Buzz Marketing: Suddenly This Stealth Strategy Is Hot -- but it's Still Fraught with Risk." Business Week Online. Retrieved on February 20, 2005, at  http://www.businessweek.com/magazine/content/01_31/b3743001.htm 

Silverman, George (1997, November). How to Harness the Awesome Power of Word of Mouth. Direct Marketing Magazine, 32-37. Retrieved on February 20, 2005, from Market Navigation, Inc., Web Site:  http://www.mnav.com/H2HarnWOM.htm 

Marketing

Marketing Case Study Explain What You Think
Words: 1206 Length: 3 Pages Document Type: Essay Paper #: 11966605
Read Full Paper  ❯

Marketing Case Study

Explain what you think would be an appropriate promotions strategy for both of them. In doing so compare and contrast the two promotions strategies explaining why you think they would be similar or different.

NINE POSSIBLE PODUCT -- MAKET COMBINATIONS

POSSIBLE TAGET MAKETS

GAY MEN O WOMEN

BLACK WOMEN AGED 18-30

HANDGUN OWNES

PODUCT CATEGOIES

VACATIONS

NON-LETHAL PESONAL SECUITY PODUCTS

FITNESS / EXECISE PODUCTS

More than one billion adults worldwide are overweight. In the United States alone obesity is responsible for an estimated 300,000 deaths annually. What's interesting is that nearly all of these deaths are preventable through proper exercise and nutrition. As such, fitness is a very contentious issue plaguing many of the developed nations worldwide. Statistics indicate that nearly 33% of all Americas are obese. This bodes very well in regards to marketing as 1 in 3 Americans could use the fitness and exercise related…

References

1. Swarming the shelves: How shops can exploit people's herd mentality to increase sales." The Economist. 2006-11-11. p. 79-90.

2. Kotler, Armstrong, Philip, Gary. Principles of Marketing. (2011)Pearson education.

3. Joshi, Rakesh, (2005) International Marketing, Oxford University Press, New Delhi and New York ISBN 0-19-567123-6

Marketing Plan for Starlet Alarms
Words: 1972 Length: 7 Pages Document Type: Term Paper Paper #: 58095812
Read Full Paper  ❯

They will also be in charge with packaging the product.

4.2 Distribution Strategy

The distribution channel will be considerably simplified given that the PortAlarm is a DIY system. Therefore, company will no longer have to send their electrician to install the alarm system. His presence within the company is however compulsory for he will have to attend any complaints and additional services required by the buyers.

The distribution will be a direct one, no intermediaries interfering in the process. The client will be able to pick up the product form the company's location, reducing as such the company's logistic expenses.

4.3 Promotion Plan

The PortaAlarm will be promoted both directly and indirectly. The direct strategies imply that Starlet Alarms will present the new product to their customers with the aid of their sales representatives. The telesales staff will contact the past customers they have in the company's database and will…

References

Starlet Alarms

2002-2007, the Marketing Mix (the 4 P's of Marketing), Net MBA,  

Marketing Strategies and Decision Making
Words: 858 Length: 2 Pages Document Type: Term Paper Paper #: 33737587
Read Full Paper  ❯

"Serving small rather than large customers or densely rather than sparsely situated customers are other examples in which the best way to configure marketing, order processing, logistics, and after-sale service activities to meet the similar needs of distinct groups will often differ" (Porter, 1996, p.67).

But choosing a unique position, however, is not enough to guarantee a sustainable advantage. A competitor can reposition itself to match a superior performer by copycatting, like J.P. Penny did with Sears, or straddle customer segments in its marketing strategy" to match the benefits of a successful position while maintaining its existing position" like a luxury line offering a value line (such as Continental Airlines offering 'Continental Lite' (Porter, 1996, p.67). But there are always trade-offs, as straddling can create inconsistencies in image or reputation, dilute finite resources like labor and capital, and also from limits on internal coordination and control (Porter, 1996, p.67).

Porter's…

Works Cited

Ferrell, O.E. & Michael Hartline. Marketing Strategy. 4th Edition. Mason, OH: Thomas Learning/

Southwestern College Publishing, 2008.

Porter, Michael. "What is Strategy?" Harvard Business Review. Nov-Dec 1996. Reprint 96608.

Marketing Memorandum CEO Potential Acquisition
Words: 617 Length: 2 Pages Document Type: Marketing Plan Paper #: 38676624
Read Full Paper  ❯

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…

Marketing Service Provider Enpocket Conducted
Words: 896 Length: 3 Pages Document Type: Term Paper Paper #: 60611403
Read Full Paper  ❯

Howeve, the authos descibe thei findings using clunky sentences that make the epot vitually impossible to undestand. Fo example: "Highest levels of acceptance, on pa with TV and adio, among those egulaly eceiving makete messages and knowing these ae contolled by thei caie/potal" is a daunting sentence (3). In a epot as bief as this, sentences should be compact, succinct, and easy to ead.

Futhemoe, the visual aids in these thee sections offe little help. The thee-dimensional ba gaphs ae confusing, even if they ae pleasing to the eye. The gaphs do little to enhance the vebal explanations because the vebal explanations ae themselves lacking in claity. Futhemoe, the authos also use tems like "negligible ejection" and "some issues" in thei study, when they could have selected moe common phases like "stongly dislike."

Finally, "Consume Pefeences fo SMS Maketing in the UK" could be oganized in a manne that bette…

references for SMS Marketing in the UK" has the potential to be an interesting report but falls short due to technical and structural flaws.

Marketing Segmentation for a Sports
Words: 326 Length: 1 Pages Document Type: Essay Paper #: 29624920
Read Full Paper  ❯



In terms of the least important of these segmentation approaches the least important is substantial, as a unique value position and resulting unique market position would be of more value. Creating segmentation strategies based more on the attitudes and values of auto consumers (Sukhdial, Chakraborty, Steger, 1995) has proven to be effective. Unique value propositions that resonate with potential sports car purchasers need to align with their values, preferences and self-concept. The potential customers must see congruence between their own values and needs and the segmentation, market messaging and market positioning of the sport car for any marketing campaign to be effective over the long-term.

eferences

Sukhdial, Ajay S, Chakraborty, Goutam, Steger, Eric K. (1995). Measuring values can sharpen segmentation in the luxury auto market. Journal of Advertising esearch, 35(1), 9. etrieved October 11, 2008, from ABI/INFOM Global database. (Document ID: 4394190).

Seounmi Youn, Hyuksoo Kim. (2008). Antecedents of Consumer…

References

Sukhdial, Ajay S, Chakraborty, Goutam, Steger, Eric K. (1995). Measuring values can sharpen segmentation in the luxury auto market. Journal of Advertising Research, 35(1), 9. Retrieved October 11, 2008, from ABI/INFORM Global database. (Document ID: 4394190).

Seounmi Youn, Hyuksoo Kim. (2008). Antecedents of Consumer Attitudes toward Cause-Related Marketing. Journal of Advertising Research, 48(1), 123. Retrieved October 10, 2008, from ABI/INFORM Global database. (Document ID: 1468396781).

Marketing Management Marketing Plays an
Words: 3185 Length: 9 Pages Document Type: Term Paper Paper #: 55730319
Read Full Paper  ❯

The economic theory of advertising as information emphasizes the role of advertising in reducing the time consumers expend on search and hence their total (purchase price plus search) acquisition cost." (Silk, Klein and erndt, 2002)

Market forecasting is not an accurate science; and, the best models used are based on variables that the individual designing the model deems necessary. Marketing needs get more complicated as the number of markets and the variance within each market increase. The sensitivity to various factors can also help the marketing manager determine the soundness of the models proposed. udget and finance cost can then be provided to department heads of various teams and groups in the organization at different locations to help them set a target for achieving the goals of the organization.

Larger amounts of R & D. spending, shorter product life cycles, the race to market of new products, differences in cultures…

Bibliography

Allen, Jodie T. "A Look Behind the Seams." U.S. News & Worls Report October 20, 2003: 41.

Arens, William F. The Dimensions of Advertising: Contemporary Advertising, 8/E. Vol. e-book: The McGraw-Hill Companies, 2002.

Blake, Robert Rogers, and Jane Srygley Mouton. Solving Costly Organizational Conflicts. The Jossey-Bass Management Series. 1st ed. San Francisco: Jossey-Bass Publishers, 1984.

Burton, J.W. System, States, Diplomacy and Rules. New York: Cambridge University Press, 1968.

Marketing - Deceptive Practices Deceptive
Words: 1200 Length: 4 Pages Document Type: Thesis Paper #: 74859496
Read Full Paper  ❯

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…

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

Marketing Communication I Must Admit
Words: 647 Length: 2 Pages Document Type: Essay Paper #: 26229255
Read Full Paper  ❯

"

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…

Marketing and Sales Strategies for
Words: 1686 Length: 5 Pages Document Type: Term Paper Paper #: 86161639
Read Full Paper  ❯

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…

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.

Marketing Plan the Project Is
Words: 8576 Length: 28 Pages Document Type: Research Proposal Paper #: 77587766
Read Full Paper  ❯



Once the report is analyzed, we have a sense of how the SOT will shape up. However, this must be supplemented with sources that have less bias. For a company analysis, this tends to be the financial news, of which there are dozens of quality sources. Academic research seldom provides sufficient or timely insight into a company's operations, but may have value for broad-based issues. The insurance industry, for example, is the subject of economics-related academic papers. However, the financial markets are driven by access to detailed, accurate and timely information. Money, rather than academic reputation, is at stake, and that makes these sources far more valuable in our ability to understand a company and its operations. Thus, the financial news should be scoured for facts, insight and analysis with regards to Allstate's operations and role within the insurance industry.

The process used to learn about Allstate will need to…

Works Cited

No author. (2008). Commercial Insurance 2008. Insurance Information Institute. Retrieved August 6, 2008 from  http://www.iii.org/media/facts/ 

No author. (no date). Considerations in Writing Success Criteria. University of South Carolina. Retrieved August 6, 2008 at  http://hr.sc.edu/profdevp/classes/epms/handouts/epms.handout4.pdf 

No author. (2008) Gap Analysis. University of Cambridge. Retrieved August 6, 2008 at  http://www.ifm.eng.cam.ac.uk/dstools/choosing/gapana.html 

Barr, Stacey. (2008). How to Make Your Performance Measurement Plan Realistic. ArticleBase. Retrieved August 6, 2008 at  http://www.articlesbase.com/management-articles/how-to-make-your-performance-measurement-plan-realistic-510016.html

Marketing Strategies Planning Implementation &
Words: 3342 Length: 11 Pages Document Type: Term Paper Paper #: 95689371
Read Full Paper  ❯



Kodak decided to implement this initiative after conducting market research on the costs of printing at home. According to a study by InfoTrends, the greatest obstacle to printing at home is the cost of ink and supplies (Kodak, 2007). Another printer from the new line, the Kodak EasyShare 5300 offers a 3-inch color LCD display that enables photo viewing and cropping directly from the printer, with a memory card slot that provides an additional quick and simple way to print digital pictures without a PC. Other printers in the new line consist of printers geared toward home-office users. In this way Kodak maintained competitive with other photo companies offering the same products. Kodak's main marketing strategy is that the company is producing a less-expensive product with few frills that still fits its customers' needs. This allows Kodak to create a cheaper product that consumers love but competitors don't want to…

Bibliography

Ailawadi, K., Borin, N., Farris, P. (1995). Market Power and Performance: A Cross-Industry Analysis of Manufacturers and Retailers. Journal of Retailing,(71)(3): 211-248.

Blair, R. & LaFontaine, F. (2005). The Economics of Franchising. Cambridge Brandt, M. (2000). Introducing New Products. Retrieved November 12, 2007, at  http://www.inc.com .

Cuneo, a. (2006). A Cingular Waste. Advertising Age. (May).

Christensen, C. & Anthony, S. (2007). Will Kodak's New Strategy Work?.

Marketing Toto Brand High Efficiency
Words: 3469 Length: 13 Pages Document Type: Research Proposal Paper #: 55951386
Read Full Paper  ❯

The region's labor force was unable to cover the needs of the construction activity, which allowed for many immigrants to come and work here in the constructions sector.

But with the new economic conditions, it is expected that the level of constructions in the region will significantly decrease. New constructions mean new customers for TOTO. Less construction means less customers for the company.

Also, given the new economic and financial circumstances, it is expected that individuals' in comes will experience a decrease. This means that they may not invest in purchasing new toilets unless they absolutely need to.

In other words, the global economic and financial conditions that are also reflected in Catalonia may affect the company's initial sales on this market. The company's estimations regarding the volume of sales may prove to be optimistic.

However, a marketing campaign and a pricing strategy in accordance with the new economic and…

Reference list:

1. About TOTO (2009). TOTO USA, Inc. Retrieved April 15, 2009 from  http://www.totousa.com/Default.aspx?tabid=71 .

2. Catalonia (2009). Wikipedia, the free encyclopedia. Retrieved April 16, 2009 from  http://en.wikipedia.org/wiki/Catalonia .

3. Demographics (2009). IDESCAT, Official Statistics Website of Catalonia. Retrieved April 17, 2009 from  http://www.idescat.cat/en/ .

4. Developing a Marketing Campaign (2009). CEW Publications. Retrieved April 17, 2009 from http://www.4hb.com/0107flmarketingcampaign.html.

Marketing Public Relations and Segmentation
Words: 2747 Length: 8 Pages Document Type: Paper #: 27118545
Read Full Paper  ❯

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…

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

Marketing Plan -- Translator Connect Services Marketing
Words: 3431 Length: 12 Pages Document Type: Essay Paper #: 13087857
Read Full Paper  ❯

Marketing Plan -- Translator Connect Services

Marketing Plan -- Translator Connect

Marketing Plan for Translator Connect Services

This section outlines the marketing plan for Translator Connect Services. The plan consists of four components: Target market analysis, promotional strategies, marketing communications, and sales and marketing channels. The section below briefly describes the services and attributes of the translation services business.

Translator Connect Service Offering.

Translator Connect Service provides translation services to business, government officials, and travelers who must transact business in foreign lands. Translation services are offered to clients in two ways: Live translators may be accessed via a toll-free phone number in order to provide direct translation during the business transaction. The estimated translation accuracy for this option is 75%. Customers may also access translation services by using a phone application that instantly converts in-put voice to digital text which can be read aloud to the native speaker. This second…

References

Derval, D. (2007, July 12). Wait marketing: Communicate at the right moment at the right place. Business: Marketing eZine Articles. Retrieved  http://ezinearticles.com/?Wait-Marketing:-Communicate-at-the-Right-Moment-at-the-Right-place&id=639759 

Kurtz, D.L. MacKenzie, H.F., & Snow, K. (2009). Contemporary Marketing, (3rd ed.). Victoria, UK: Thompson-Southwestern. Retrieved  http://books.google.com/ 

books?id=lf7VKtZcJlgC&pg=PA291&lpg=PA291&dq=contemporary+marketing+boone+kurtz+mackenzie+snow&source=bl&ots=Gq36zZv1p7&sig=gjwanlnPveq7beNVJCb9iJsu_yY&hl=en&ei=5b6TTb3rMYX0tgPz45zWBQ&sa=X&oi=book_result&ct=result&resnum=2&sqi=2&ved=0CBkQ6AEwAQ#v=onepage&q=contemporary%20marketing%20boone%20kurtz%20mackenzie%20snow&f=false

Lamb, C.W., Hair, J.F., Jr., & McDaniel, C. (2008). Essentials of marketing. (3th ed.). Cengage Publishing. Retrieved

Marketing and Media Strategy the
Words: 1024 Length: 3 Pages Document Type: Term Paper Paper #: 17190366
Read Full Paper  ❯

as, many of these ads will often have the picture of: the fragrance with a celebrity or model. While at the same time, they will have a sample that can be opened and smelled. This is important, because these two different tactics can create positive perceptions about the product in the minds of consumers.

You can then use newspapers and television advertising, to continue exposing the individual to the product itself. Where, the different forms of mediums will give them constant positive images of the merchandise and what it is about. This would be augmented with: an effective internet and radio campaign. Once this occurs, it will help to expose the core target audience to: the benefits of the product and how good it will make them feel. This is the point that you can create some kind change in the way consumers are: perceiving the product and the emotions…

Bibliography

"Advertising Media Planning: A Primer." Ad Media, 2007. Web. 05 May 2011. < http://www.admedia.org / >.

"Does a Perfume Ad Work."Beauty and the Bath, 2011. Web. 05 May 2011.

"Media Planning." Valued Articles, 2009. Web. 05 May 2011. .

Marketing Challenges -- E T Phone
Words: 571 Length: 2 Pages Document Type: Case Study Paper #: 93173264
Read Full Paper  ❯



Applying the Data to Address the Apparent Challenges

On the basis of the Digitron marketing survey, ETPH will have to focus its marketing efforts in the following specific directions: First, it is essential to create a campaign that will increase the potential interest among those who have no current perceived need for cellular phone service. Second, that effort should emphasize the many situations and circumstances where the need for mobile phone capabilities are most useful. Third, future marketing campaigns should emphasize the convenient design and portability of the product and the fact that subscribing to cellular phone service provides only increasing flexibility and convenience for the user and does not in any way necessarily decrease the user's ability to choose not to respond to incoming calls.

Marketing Strategy

Based on the marketing research, the first ETPH marketing campaign should feature users in depictions of situations in which the target audience…

Marketing Plan Mission and Business Objective Products
Words: 5830 Length: 21 Pages Document Type: Term Paper Paper #: 491024
Read Full Paper  ❯

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…

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.

Marketing in the Banking Industry Prescott Valley
Words: 4958 Length: 15 Pages Document Type: Dissertation Paper #: 73265458
Read Full Paper  ❯

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…

Bibliography

Berger, A.N. (2003). The Economic Effects of Technological Progress: Evidence from the Banking Industry. Journal of Money, Credit, and Banking, Volume 35.

Chaneta, D.I. (2010). Marketing: Packaging and Branding. Journal of Comprehensive Research, Volume 8, 19-30.

Flaunet, M. (2012). Banking Industry Challenges. Retrieved from Deloitte:  http://www.deloitte.com/view/en_LU/lu/industries/banking-securities/banking-industry-challenges/#.UlTYD9KBlac 

Jr., G.P., & Hoskins, L. (2006). The Case for Market-Based Regulation. Cato Journal, Vol. 26, No. 3, 469-487.

Marketing Plan Ultralight PC Marketing
Words: 3365 Length: 8 Pages Document Type: Research Proposal Paper #: 54207107
Read Full Paper  ❯

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.…

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.

Marketing Strategy First of All
Words: 1373 Length: 5 Pages Document Type: Term Paper Paper #: 74955327
Read Full Paper  ❯



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…

Bibliography

1. Starbucks Corporation Corporate Social Responsibility / FISCAL 2006 ANNUAL REPORT. On the Internet at  http://www.starbucks.com/aboutus/csrannualreport.pdf.Last  retrieved on July 17, 2007

Marketing Global Marketing 6-1 Demographic
Words: 579 Length: 2 Pages Document Type: Research Paper Paper #: 64970328
Read Full Paper  ❯

A lot of people suggest that the variety of interior and exterior color schemes, and emphasis placed on safety factors by car manufacturers today, is due to in no little part to their longing to market cars to women, as well as men (7 Demographic Segmentation, n.d.).

Income

Another popular foundation for segmentation is income. A lot of companies target wealthy consumers with luxury goods and convenience services. On the other hand, many target products that appeal directly to consumers with moderately low incomes. "Examples include Aldi (a discount food retailer), Airtours holidays, and discount clothing retailers such as TJ Maxx" (Market segmentation - demographic segmentation, n.d.).

Social class

Many Marketers believe that consumers alleged social class influences their fondness for cars, clothes, home furnishings, leisure activities and other goods and services (Market segmentation - demographic segmentation, n.d.).

Lifestyle

Marketers are more and more concerned with the effect of consumer…

References

7 Demographic Segmentation. (n.d.). Retreived from  http://www.examstutor.com/business/resources/studyroom/marketing/market_analysis 

/7_demographic_segmentation.php

Market segmentation - demographic segmentation. (n.d.). Retrieved from  http://tutor2u.net/business/marketing/segmentation_bases_demographic.asp

Marketing Report Gnn Has Several Objectives That
Words: 3337 Length: 10 Pages Document Type: Case Study Paper #: 48457575
Read Full Paper  ❯

Marketing Report

GNN has several objectives that need to be addressed in the immediate future if they wish to continue to have success. Some of their marketing is currently problematic, and they wish to:

Increase their revenue by 7% in the next 12 months.

Attract new and younger members (12-21 years)

Make optimum use of both direct and internet marketing to drive on and offline marketing activities that will be used to achieve their first and second goals.

Reactivating members that have allowed their memberships to lapse and involving existing members in more activities and fund raisers are also important goals. For these purposes, the following direct marketing plan is suggested.

First, one of the main considerations is retaining the customers that GNN already has. There are several ways that this can be done but one of the easiest is to insure that those customers know that they are valued…

Works Cited

Fishman, J.J, & Schwarz, S. (2000). Nonprofit organizations, cases, and materials 754, 2nd Ed.

Hoffman, B. (2004). The role of strategic planning in fundraising. ARCA Factsheet #8.

Nielsen, J. (1999). Jim Sterne. World Wide Web Marketing. New York: Wiley: 2001.

Marketing Mix in Successful Business According to
Words: 2092 Length: 8 Pages Document Type: Term Paper Paper #: 41543459
Read Full Paper  ❯

Marketing Mix in Successful usiness

According to the Oxford Dictionary of usiness, marketing is defined as "the process of planning and executing the conception, pricing, promotion, and distribution of ideas, products, and services to create exchanges that will satisfy the needs of individuals and organizations." (Dictionary of usiness) The marketing of a product concerns itself with such responsibilities as foreseeing changes in the demand for the product, promotion of the product, quality assurance, accessibility, and the price of the product must also accommodate the needs of the market. (Dictionary of usiness)

Marketing is a quintessential part of the business world and crucial to the success of any firm.

For the purposes of this discussion we will explore the four parameters of the marketing mix. We will also investigate the various methodologies of marketing. Finally we will provide the results and conclusions drawn from the research.

The Marketing Mix

The marketing…

Bibliography

Cross, Lisa. "Segmentation: When Less is More." Graphic Arts Monthly. June, 1999.  http://www.findarticles.com/cf_0/m0GAM/6_71/55727420/p1/article.jhtml?term=Multiple+market+segmentation 

Dictionary of Business, Oxford University Press, © Market House Books Ltd. 1996

Glaskowsky, Peter N. "Truth counts -- even in Marketing." Electronic Business. December 2001.  http://www.findarticles.com/cf_0/m0GSY/12_27/80683957/p1/article.jhtml?term=marketing 

New eMarketer research looks at e-mail marketing methods." Telecomworldwide. Jan. 30, 2002.  http://www.findarticles.com/cf_0/m0ECZ/2002_Jan_30/82348001/p1/article.jhtml?term=marketing+methods

Marketing Plan Summary -- Mexico
Words: 580 Length: 2 Pages Document Type: Essay Paper #: 18183468
Read Full Paper  ❯

Public elations will focus on impoving the multi-media flow of infomation about the poduct, such as though an up-to-date inteactive website and a pesence at public events.

Diect maketing fo Mamite will incopoate the inteactive website, online display ads, and emails to consumes. The main focus of the Mamite communications budget is on the advetising component. It will include TV commecials, magazine ads, and online ads. It is anticipated that the advetising potion will account fo appoximately 50% of the budget with 20% allocated towad Public Relations, 15% towad Diect maketing, and 15% towad Sales pomotions. A simila beakdown is pojected fo Mamite maketing in the United Kingdom with appopiate adjustments based on consume demands and pefeences.

The actual Mamite maketing plan will emphasize the following seven specific elements pomoted as elative advantages of Mamite ove possible altenative poducts: (1) the poduct's taste, (2) peception of the poduct as a…

references.

The actual Marmite marketing plan will emphasize the following seven specific elements promoted as relative advantages of Marmite over possible alternative products: (1) the product's taste, (2) perception of the product as a healthy source of vitamins and folic acid, (3) the relative excitement of Marmite compared to plain toast, (4) the availability of recipe books featuring creative uses for the product, (5) the strong preference for the product among consumers who express a preference for it, (6) the connection between the product and beneficial causes and initiatives for young people, and (7) the association with the Paddington Bear.

Appendix

Mexico is currently regarded as the second largest importer of apparel products from other parts of the world, especially the United States. This is attributed to several factors including increasingly enhancements in economic conditions and the unexpected increase in the demand

Marketing Product Service Declaration My Idea
Words: 534 Length: 2 Pages Document Type: Term Paper Paper #: 78578816
Read Full Paper  ❯

Marketing

Product / Service Declaration

My idea is to develop an electronic reader and accompanying digital library that can be customized for a group. The library would contain only the literature that is relevant to the group's activities. For example, a bird watching group could fill their library with books and magazines that the community could share. Another example would be a local group that was interested in protecting the local ecosystem. This group could fill their library with literature that pertains to the groups objectives. Any group could create a library for any objective whether it is related to recreation, work, parenting, local issues, geography, travel, or any conceivable group function. The group could then access the group's literature through a custom built media reader that would work on all tablets, computers, or smart phones. The group would also likely qualify for group discounts on literature as well as…

Marketing Setback Ford Motor Company
Words: 744 Length: 2 Pages Document Type: Thesis Paper #: 74000323
Read Full Paper  ❯

Now "battered by soaring gas prices and plummeting sales" Ford has been "forced to slash production of the trucks that have been its lifeblood -- from half of its vehicles today (and 70% in 2005) to a projected "one-third by 2012" (arner 2008). Congress is calling for Ford along with the other American car companies demanding a bailout to show a real commitment to raising fuel economy standards and creating a leaner, meaner production machine.

Ford must point to its previous good-faith attempts to raise fuel standards to support its calls for government assistance. Many point to previous CEO Bill Ford's inability to sell his vision to other members of the company: "no matter his personal convictions, Bill Ford had neither the operational skills nor the management talent to make his green aspirations a reality. Instead, the chairman tried to tack environmental changes onto a business model focused obsessively on…

Works Cited

Bray, Jim. (2008, October 28). Ford flexes its marketing muscles with new crossover. The Post

Chronicle. Retrieved 19 Nov 2008 at http://www.postchronicle.com/cgi-bin/artman/exec/view.cgi?archive=102&num=181770

Currie, Alan. (2008). Ford, GM, Chrysler chiefs should have gone by fuel-efficient car to bailout.

Telegraph. Retrieved 19 Nov 2008 at  http://www.telegraph.co.uk/finance/breakingviewscom/3488678/GM-Ford-and-Chrysler-chiefs-should-have-gone-by-fuel-efficient-car-to-bail-out.html

Marketing Plan SWOT Before Making
Words: 1932 Length: 5 Pages Document Type: SWOT Paper #: 94146191
Read Full Paper  ❯



Product: a complex of variable exclusive personal assistance services thus able to satisfy different and sophisticated customer needs; good quality of the product supported with several professional degrees, necessity to work out schedule of increasing personal professionalism by attending specific courses, trainings, seminar; establishment of easily recognizable brand name, at first your personal name, afterwards ability to create a little company and designing good marketing campaign;

Promotion: Advertising through the best ways to reach target group: visiting local Chamber of Commerce meeting, obtaining permission to place leaflets and brochures in target sports clubs, in corporate receptions, website, sending e-mail brochures to corporate workers, yellow pages posting, newspaper and magazine advertising; direct brochure delivery to posts in prestigious districts; necessity to obtain reference letters from all the clients to be able to use them in the future; being a public person by visiting many local event of potential interest.

Price strategy:…

References

Susan L. Golicic, Teresa M. McCarthy, J. Mentzer, (2003). Conducting a Market Opportunity Analysis for Air Cargo Operations, Transportation Journal, Summer.

Philip Kotler, Principles of Marketing, Prentice Hall Europe, UK, 1999.  http://www.bls.gov/iag/wholeretailtrade.htm 

 http://www.marketingteacher.com/Lessons/lesson_swot.htm 

http://www.netmba.com/strategy/SWOT/

Marketing 1a b While it Is Understandable to
Words: 545 Length: 2 Pages Document Type: Essay Paper #: 39060073
Read Full Paper  ❯

Marketing 1a,b

hile it is understandable to think that marketing efforts create needs and wants, I disagree and believe these efforts are secondary to the way they satisfy needs and wants. The needs and wants of any individual person is an internal and personal experience. The influence of marketing campaigns only add detail to the basic emotional needs of the person. To suggest that marketing creates these needs gives little importance to the self determined person free from mysterious influence.

Chance (2003) claimed that "people may decide to buy a product or service because they need it. But they choose which brand to buy, or company to buy from, based on which one meets their wants." This distinction between needs and wants separates the individual from himself and does not treat the human condition with much respect. Marketing requires a flexible attitude that attempts to benefit from the collective needs…

Works Cited

Chance, J. (2003). To be successful sell to wants not needs. Businessknowhow.com. Retrieved from  http://www.businessknowhow.com/marketing/wants.htm 

Steel, E. (2009, Nov 19). Protecting offline privacy. The Wall Street Journal. Retrieved from  http://online.wsj.com/article/SB10001424052748704533904574543400320693232.html

Marketing and Promotion Marketing Project
Words: 1610 Length: 6 Pages Document Type: Term Paper Paper #: 73791879
Read Full Paper  ❯



Another method that the company can use in order to promote its products is represented by sampling. The company can offer free samples of its products in supermarkets, hypermarkets, and other locations frequented by numerous customers. This is good strategy intended to introduce the company's products to the potential customers in the UAE.

There are several issues that must be addressed when developing the company's marketing strategy for the UAE market. The most important aspects are represented by the cultural and language barriers between the UAE culture and the American culture. There are significant differences between the Arab habits and the American ones. These habits also refer to eating habits.

There are products and ingredients that the Arabs are not allowed to eat. Therefore, it is recommended that the company is careful in selecting the products that will be introduced on the UAE market. The company should use a UAE…

Reference list:

1. Strategies (2008). Campbell Soup Company. Retrieved October 9, 2010 from  http://careers.campbellsoupcompany.com/Strategies.aspx .

2. Annual Report (2009). Campbell Soup Company. Retrieved October 9, 2010 from http://phx.corporate-ir.net/External.File?item=UGFyZW50SUQ9Mzc0ODM3fENoaWxkSUQ9MzczMDc3fFR5cGU9MQ==&t=1.

Marketing of the Apple iPad
Words: 580 Length: 2 Pages Document Type: Essay Paper #: 25294029
Read Full Paper  ❯

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…

references of customers (Tariq, Ishrat, Khan,

Marketing Icon Is an Element
Words: 627 Length: 2 Pages Document Type: Term Paper Paper #: 91656683
Read Full Paper  ❯



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…

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/

Marketing the Interview Data Shows
Words: 1353 Length: 4 Pages Document Type: Case Study Paper #: 92350103
Read Full Paper  ❯



We have many strong competitors. Cadbury has an excellent brand name in chocolate, along with strong distribution and good sales. Nestle is a dominant player in the industry and competes in the chocolate market. Kraft Jacobs Suchard (KJS) is a similarly large multinational player, but has less of a presence in chocolate compared to Nestle. Cadbury is the highest-priced among our major competitors, but we are a price setter in tea and can replicate that in chocolate. On a macro scale, there is opportunity in chocolate. Food beverages remain a growth category while coffee and tea are plateauing. As a company, our image and distribution will allow us to launch a premium chocolate, something that the market seems to be lacking on the national stage presently. More luxurious drinks -- such as espresso for the home -- are the fastest growth categories among all hot beverages. Food beverage consumers span…