Marketing Communications Essays (Examples)

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Marketing Communication I Must Admit

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

"

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

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

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

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

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Marketing Communication Programme for the New Product

Words: 580 Length: 2 Pages Document Type: Essay Paper #: 73871912

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…… [Read More]

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Marketing Communication Plan

Words: 2287 Length: 5 Pages Document Type: Essay Paper #: 52863509

Marketing Communications Plan for 5 Star Adventure Tours

Executive Overview

The International Ecotourism Society (TIES) defines ecotourism as "Responsible travel to natural areas that conserves the environment and improves the welfare of local people" (2005, p.3). Ecotourism has become the fastest growing segment of the global tourism industry, the largest sector in the world economy. Because climate is one of the main drivers of international tourism, with the majority of tourists seeking to relax in the sun or snow, climate change is expected to have a significant impact on international tourism, and therefore on ecotourism.

This marketing communication plan details marketing plans for 5 Star Adventure Tours, www.5staradventure.com.au, consistently ranked among the top five tour operators in Australia, and an accredited Advanced Eco Tourism Operator. The marketing plan also discusses the size of the global tourist and ecotourist markets, which have been experiencing record growth during the last decade. Given…… [Read More]

Works Cited

5 Star Adventure Tours. (2011). Home. [online] Available at: [Accessed 29 July 2011].

Fennell, D.A. (2008) Ecotourism. 3rd ed. New York: Routledge.

Hamilton, J.M., Maddison, D.J., & Tol, R.S.J. (2005). Effects of climate change on international tourism. Inter-Research. [online] Available at:  http://www.fnu.zmaw.de/fileadmin/fnu-files/models-data/htm/climrestourism.pdf  > [Accessed 1 August 2011].

Nabuur.com (n.d.). Ecotourist Market Profile. The Global Neighbor Network .[online] Available at: [Accessed 29 July 2011].
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Marketing Communication of Dairy Sector

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

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

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

REFERENCES

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

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

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

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

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

Marketing Communication for Subway Restaurant

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

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

Bibliography

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

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

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

Scholtes, Peter, R. (1988). The Team Handbook: How to use Teams to Improve Quality. Madison, WI: Joiner Associates, Inc.
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Compare and Contrast in International Marketing Communication Perspective

Words: 1871 Length: 4 Pages Document Type: Essay Paper #: 18287944

International Marketing Communication Perspective

There are challenges that face organizations, which engage in global marketing. This form of cross border marketing involves diversity cultural backgrounds. It is pertinent to note that each country has distinctive needs relating to producing goods for them. International marketing requires a comprehensive understanding of the needs of each target market. This study provides a comprehensive review of the differences and similarities that exist between the marketing needs of UAE and Indonesia (Govers, 2009).

Marketing communications

The aim of marketing communication is to convey the accurate information to the targeted group of people. In Indonesia and UAE, the populations are largely Muslim. The right choices to be made as a marketer have to be made to ensure any message delivered to the people is helpful to the brand being marketed. These require a communication strategy when addressing the target market. A communication strategy will help in…… [Read More]

References

Amant, K., & Kelsey, S. 2012. Computer-Mediated Communication across Cultures:

International Interactions in Online Environments. Hershey, PA: Information Science

Reference.

Cohen, W.A. 2006, The Marketing Plan (5th ed.). Hoboken, NJ: J. Wiley & Sons.
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Using the Eight Steps of Effective Marketing Communication the New Product Called Orange CLEAN1

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

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

Recognizing the Target Audience

Determining the Communication Objectives

Planning the Message

Choosing Communication Channels

Launching the Marketing Communications Financial plan

Creating and Handling the Marketing Communications Mix

Determine the communications' results

Administer the integrated marketing Communication procedure.

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

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

Bibliography

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

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

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

[Accessed 26 February 2016].
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Marketing Channels and Methods

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

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

Objectives & Mission Statement

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

Works Cited

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

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

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

Daft, R.L. (1997). Management. Fort Worth, TX: Dryden Press.
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Communication Management Plan Life Alive

Words: 1984 Length: 7 Pages Document Type: Essay Paper #: 62375930

Identify the designated spokesperson for Life Alive expansion program with the role of developing relationships with the target consumer population.

Vehicle

Target

Description

Purpose

Frequency

Owner

Distribution

Vehicle

Internal/

External

Comments

Status Report

All Stakeholders

One page communication of the expansion plans, the progress and deliverables

Weekly

Heidi

Email

Internal

Telephone

All stakeholders

Communication of meetings

Daily

Heidi

telephone internal

Face-to-face meetings

All stakeholders

Communication status reports, meetings for planning, implementing, evaluation, and monitoring

On a fort night basis

Heidi

Face-to-face internal

Mass media

Consumers

Communication of new products, food, and cafe locations daily

Heidi

Television, social media, company website, bill boards, word of mouth external

Reports

investors

Communication of progress of expansion plan

monthly

Heidi

Email reports external

3.1.1 Project meetings

Meeting

Description

Purpose

Frequency

Owner

Internal/

External

Comments/

Participants

Status Meeting

Communication of expansion progress and deliverables

Weekly

Heidi

Internal

Marketing Communication Initiatives April 2013-May 2018

These initiatives…… [Read More]

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Marketing Pricing Strategy There Are Different Approaches

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

Marketing

Pricing Strategy

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

References

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

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

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

NetMBA.com (2010) Pricing strategy. NetMBA.com. Retrieved November 28, 2014 from  http://www.netmba.com/marketing/pricing/
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Marketing a Market Follower Is

Words: 2316 Length: 6 Pages Document Type: Essay Paper #: 12260137

The internet has given marketers a great deal of flexibility of time and message, though it must be clear that contrary to the previous assumptions there are limits to advertising ability and revenue. The tool enters the individuals home, just as direct marketing does and often offers links to direct purchase of the product advertised. Television, also enters the consumers home, and offers product information and brand exposure. Radio is often a mode of marketing that is accessed in transit, where millions of people listen to the radio as they drive and remember products, services and events that they hear about on the radio. Word of mouth marketing is important as it provides a personal touch to the product or service as testimonial can be the key to product awareness and utilization. (Ryans, 1996, p. 63)

8. Old statistics with regard to advertising to sales ratios, 10 years ago being…… [Read More]

Geller, 2002, p. null03)

10. Foreign market growth is one of the biggest issues in business today and many even small and medium sized companies often direct resources toward finding and establishing foreign market locations in the increasingly global economy. There are several risks involved with entering a foreign market and at least three are, non-existent or low consumer demand for product, competition of local market and lastly legal and ethical issues that determine the market situation. Some demand situations are unknown until a service or product has been exposed to a foreign market, and historical consumer desires must be discovered before entrance, sometimes this is difficult as if a consumer is unaware of a product they do not know if they would buy it or use it, they may have historical and traditional desires to utilize existing market products and not care to try something new, in which case a risk would be great. Competition in local markets is often a risk that a foreign company must weigh as there are often similar products and services available on a local scale that have a market hold, without proper information and/or research a risk could be great for product not fitting in to an existing market, because local providers already serve the niche. Lastly, legal issues are often unknown to the foreign provider, as some communities are more or less controlled by government entities, through non-free market set ups. Without such information the foreign provider takes great risk in having his goods and/or services sanctioned, overtaxed, refused or even confiscated in a foreign market that is not freely active, as many across the globe are.

Bauer, 1963, p. ii)
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Marketing Volkswagen Routan Minivan Marketing

Words: 1414 Length: 5 Pages Document Type: Essay Paper #: 55777787



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…… [Read More]

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/
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Marketing Research Boston Fights Drugs

Words: 822 Length: 3 Pages Document Type: Essay Paper #: 69876773



2. What conclusions, if any, can we draw from the results?

There are numerous conclusions we can deduce from the campaign results. For one, teenagers are not influenced by celebrity endorsements as believed. This runs contrary to what the general public accepts as truth in regards to celebrity endorsement and its influence on teenage behavior. Both ads involving the celebrity did not fair as well as the ads with more real life implications. I believe an appropriate corollary then would be that teenagers are in fact immune to the ostentatious lifestyles of celebrities. Teenagers do not succumb to their banal attempts to impact their decisions in personal matters. In fact, it is this delusion of grandeur on the part of celebrities that causes the message to not seem genuine in the minds of teenagers. Equally as impressive, is the data concerning pragmatic and simple scenarios. Teenager resonate with adds the…… [Read More]

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Marketing Challenge the Primary Marketing Challenge at

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

Marketing Challenge

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

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

Works Cited

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



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

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Marketing Management Discussion Question Answers

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



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

References

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

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

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

Mishra, P. (2009). Sales management: Keys to effective sales. New Delhi: Global India Publications.
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Marketing in Healthcare Management Over

Words: 3563 Length: 11 Pages Document Type: Essay Paper #: 47724235

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…… [Read More]

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.
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Marketing Nordstrom Marketing Strategy the

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

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

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

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

Reference list:

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

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

Marketing Plan

ntroduction of the Business

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

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

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

Impersonal selling

The impersonal entails the process of
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Marketing Discuss the Aspects of

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

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

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

References

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

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

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

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

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



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

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

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

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

Product line and client base lack diversification.

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

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

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

External

Opportunities

The…… [Read More]

References

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

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

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

Cooper, Lee G. "Strategic Marketing Planning for Radically New Products." The Journal of Marketing 64.1 (2000): 1-16. Print.
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Marketing Has Grown to Be

Words: 1173 Length: 4 Pages Document Type: Essay Paper #: 22423576

Constant reformation of the demand in the market leads to constant reformation of the marketing plans and design which in turn leads to constant revision of the organizational setup and structure.

As can be evidently seen from the definition of "Marketing" given above, the main aim of marketing is to bridge the customers and the producers so that the demands of the customers are met and the producers have the optimum opportunities to gain profits and thrive in competition. This is one of the main reasons why a very lucid trend of customer-focused organizational frameworks are coming more into view, the company owners have realized that the growing competition and choices available to the customers have made their demands more complex and strenuous and to keep up with the changing market demands, the market planning and the organizational structures need to be more and more flexible, efficient, observant and swift…… [Read More]

Bibliography www.preemptinc.com/definitions.html www.eyefortransport.com/glossary/mn.shtml www.garyeverhart.com/glossary_of_advertising_terms.htm

 http://www.marsinstitute.info/about/organization.html 

George John, John Martin. May, 1984. Journal of Marketing Research, Vol. 21, No. 2, pp. 170-183 doi: 10.2307/3151699

Hicks, R. Evan. Puckhaber, Nicole A. Braun, Eric. Buer, Peter J. October 2000. Marketing Organizational Trends: Early Observations on Structural Change in the Marketing Function

Williamson, David. Nov. 12, 1999. "Few U.S. companies marketing themselves properly."
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Marketing Strategies the American Snack Chip Manufacturing

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

Marketing Strategies

The American Snack Chip Manufacturing Corporation ("American Snack") has the mission of delivering the world from hunger, one chip at a time. The company will produce flavored snacks from its home in Queens. The company was founded by two women and some inherited commercial-grade equipment.

The branding strategy must be tied to the business model, it must be consistent and it must connect emotionally with the customer. The brand, American Snacks, is a statement of intent. Americans connect to all things American, and foreign markets understand that no country produces a wider variety -- and higher quality -- of snacks. The brand will be associated with classic snack products. Pricing will be premium to match the premium positioning of American Snacks. ith this premium pricing, the brand will be able to capture healthy margins not only in foreign markets, but also in the domestic market through premium retail…… [Read More]

Works Cited:

Daye, D. & VanAuken, B. (2012). Product launch strategy & success. Branding Strategy. Retrieved December 14, 2012 from  http://www.brandingstrategyinsider.com/2012/10/product-launch-strategy-and-success-.html 

Girard, F. (2012). Concept of integrated marketing communication. eHow. Retrieved December 14, 2012 from  http://www.ehow.com/info_7742033_concept-integrated-marketing-communication.html 

Foulger, D. (2004). Models of the communication process. Brooklyn College/CUNY. Retrieved December 14, 2012 from  http://davis.foulger.info/research/unifiedModelOfCommunication.htm 

Inc. (2012). How to do market research. Inc. Magazine. Retrieved December 14, 2012 from  http://www.inc.com/guides/marketing/24018.html
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Marketing Plan -- Translator Connect Services Marketing

Words: 3431 Length: 12 Pages Document Type: Essay Paper #: 13087857

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…… [Read More]

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 http://books.google.com/
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Marketing Plan Situation Analysis Godiva

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



III. Media Strategy

Media objectives

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

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

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

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

References

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

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

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

Godiva
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Marketing Dollar Scan Triad Dollar

Words: 2159 Length: 8 Pages Document Type: Essay Paper #: 84488642



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…… [Read More]

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.
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Marketing in the Simplest Terms

Words: 2039 Length: 7 Pages Document Type: Essay Paper #: 77690616

It remains important, however, that the company does not violate any of the prevailing laws with respect to marketing. Laws concerning false advertising and intellectual property (especially trademark) violations must be paid due attention when developing the marketing strategy. At present, BCC seems to be well clear of any laws on these subjects, but they are worth acquiring knowledge of nevertheless.

Conclusion

Bathurst Carbon Cutters cannot reject the idea of marketing outright, for two reasons. The first is that the notion of marketing as destructive is false, especially given that the underlying theory of the business appears to be that convincing more Bathurst residents to utilize bicycles will ultimately benefit the environment. If this is the case, then the business is faced with an ethical dilemma should it proceed, not only because marketing activity is inevitable but because the name of the company conveys to the consumer the idea of…… [Read More]

Works Cited:

Silk, A. (2006). What is marketing? Boston: Harvard Business Press.

Investopedia. (2010). Perfect competition. Investopedia. Retrieved October 6, 2010 from  http://www.investopedia.com/terms/p/perfectcompetition.asp 

QuickMBA. (2007). The marketing mix. QuickMBA.com. Retrieved October 6, 2010 from  http://www.quickmba.com/marketing/mix/ 

No author. (2010). A brief history of marketing. Bournemouth University. Retrieved October 6, 2010 from http://media3.bmth.ac.uk/marketing/02defining/01history.html
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Marketing and Sales Strategies for

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

What Salesforce does is create microsites, Twitter accounts, Facebook fan pages and LinkedIn accounts for their events, so that potential attendees can learn about the events' details through the channels that best fit their needs (Bernoff, Li, 2008). Each of these online approaches Salesforce uses are also heavily supported by video and audio clips, and an entire range of digital content that can be downloaded and played anytime potential attendees choose to. All of these aspects of strategies are also measured using online analytics as well, which are critical for all event marketing and selling strategies (Schwartz, 2011).

Conclusion

Of the many marketing and selling strategies for events, three of the more effective ones based on research include promoting online events in real-time, marketing an event using the natural beauty or attractiveness of the venue, and marketing events with a celebrity or thought leader. All three have proven to be…… [Read More]

References

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

Rob Davidson. (2011). Web 2.0 as a marketing tool for conference centres. International Journal of Event and Festival Management, 2(2), 117-138.

Hoffman, D., & Novak, T.. (2011). Marketing Communication in a Digital Era: Marketers should focus efforts on emerging social, mobile and local trends. Marketing Management, 20(3), 37.

Matthew Schwartz. (2011, April). A holistic view of analytics: Marketers are making strides to connect metrics with companies' overall goals. B to B: Interactive Marketing Guide 2011, 96(4), 16.
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Marketing Management Marketing Plays an

Words: 3185 Length: 9 Pages Document Type: Essay Paper #: 55730319

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…… [Read More]

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.
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Marketing Defining Marketing the Traditional

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

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

References

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

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

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

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

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

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

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

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

Bibliography

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

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

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

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

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

Marketing Plan

Mission and Business Objective

Products and Services

Keys to Success

Macro Environment

Economic Value Added

Cash Value Added

Cash Flow eturn on Investment

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

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

References

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

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

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

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

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

The direct selling strategy will be a website that will include a product configuration application. A distribution partner portal will also be created which gives distributors and dealers the ability to customize the Liberta Ultralight in quantity for their customers as well. The use of channel strategies to actively promote the use of mass customization as a product differentiator will also be accomplished through intensive dealer and channel training (Swiercz, Lydon, 388). Finally the use of an integrated Partner Relationship Management (PRM) system that will give channel partners the flexibility to provide resellers with support on a 24/7 basis will also be created. The intent is to create enough support for channel strategies so they can produce up to 60 -- 70% of overall revenue for the product line.

D. Promotion

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

BIBLIOGRAPHY

Zuhair Al-Obaidi, and Mika Gabrielsson. "Sales Channel Strategies in Export Marketing of Small and Medium Sized High Tech Companies. " Journal of Euro - Marketing 12.2 (2002): 5.

Bernoff, J., and C. Li. "Harnessing the Power of the Oh-So-Social Web. " MIT Sloan Management Review 49.3 (2008): 36.

Doern, R.. "Investigating Barriers to SME Growth and Development in Transition Environments: A Critique and Suggestions for Developing the Methodology. " International Small Business Journal 27.3 (2009):

Cooke, M., and N. Buckley. "Web 2.0, social networks and the future of market research. " International Journal of Market Research 50.2 (2008): 267.
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Marketing Public Relations and Segmentation

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

Marketing

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

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

References

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

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

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

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

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



In an online setting, owley suggests that marketers do not need to "speculate about customer needs" because they can use the Internet to download customer's buying profiles and enhance their customer service and product development strategies based on the information they receive from online reports. Further, the author suggests advertising can be more targeted because it is more easily tracked in an online setting vs. An offline setting. owley (2004) goes on to assert that the combination of online and offline services allows for more customization, and enables "mutual dependence" which in turn creates complex and diversified communities inclusive of customers and businesses. Organizations that utilize the Internet wholly, rather than partially, are more likely to become targets for innovation, research and development, which will only advance their goals in the short- and long-term (owley, 2004, p. 39).

There are theorists that study certain aspects of marketing, like advertising, but…… [Read More]

References

Bansal, Harvir S., Gordon, H.G. And McDougall, Shane S. 2004, 'Relating e-satisfaction to behavioral outcomes: An empirical study'. Journal of Services Marketing, vol. 18 no.4, pp.290-302, DOI: 10.1108/08876040410542281, Emerald Group Publishing Ltd., ISSN: 0887-6045

Foucault, Brooke E. And Scheufele, Dietram a. 2002, 'Web vs. campus store? Why students buy textbooks online'. Journal of Consumer Marketing, 19, no.5, pp.409-423. DOI: 10.1108/07363760210437632, Emerald Group Publishing Ltd., ISSN: 0736-3761

Harridge-March, Sally. 2004, 'Electronic marketing, the new kid on the block'.

Marketing Intelligence & Planning, vol. 22 no.3, pp.297-309. DOI: 10.1108/02634500410536885, Emerald Group Publishing Ltd. ISSN: 0263-4503
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Marketing Causes Marketing Using Cause-Related

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

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

My Critique

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

References

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

Words: 610 Length: 2 Pages Document Type: Essay Paper #: 43089787



Marketing Strategy

The best marketing strategy will to coordinate efforts with all products that are spin offs of the movie. y creating a joint marketing strategy, all producers will benefit because all the products are really selling the same thing: the Transformer label. Consumers will not see each product as a separate entity but instead as part of the Transformer franchise. Thus, it is important to create a concise and coordinated marketing message. For example, if the movie is targeted towards adults but other products are targeted towards grade school kids, the marketing strategies will work against each other. Instead, the franchise as a whole needs to market the entire image towards a particular, targeted market. In this case it will be towards those individuals who grew up with, and are therefore familiar with, the Transformers. Namely, males between the ages of twenty-five and forty. This is also one the…… [Read More]

Bibliography

Holt, Mark, Mark Walker. (2003): Games that Sell! New York: Wordware Publishing, Inc.

Peuter, Greig, Nick Dyer-Withford. (2003): Digital Play: The Interaction of Technology, Culture, and Marketing. Sydney: McGill-Queens University Press.
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Marketing the Business Class Service

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

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

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

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

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

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

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

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

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

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

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

References

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

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

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

TravelDailyNews.com Retrieved February 20, 2005 at http://www.traveldailynews.com/new.asp?newid=19899&subcategory_id=53
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Marketing Non-Profit Marketing Using Testimonials

Words: 666 Length: 2 Pages Document Type: Essay Paper #: 78946729

For instance, they can include testimonials in written brochures and on their website. Some groups decide not to make public testimonials and only make them available on demand instead (Marketing Through Testimonials: Giving and Receiving, 2009).

Marketing materials that utilize testimonials usually in order gain more footing or notice when authorized by other individuals who do not get paid to support the company. The testimonials included in marketing materials can make a lot of visitors into paying customers. Testimonials ought to not only make possible customers understand that other customers have gladly bought from a company prior to, but they should also make possible customers feel totally safe and prepared to buy after reading a testimonial. Testimonials should subsist to both make customers feel secure and make clients ready to buy right away. Testimonials are a type of a social link between possible customers and existing clients (Things to Include…… [Read More]

Works Cited

Aldrich, Rich and Bernardo, Ranchero. 2010. "Marketing Non-Profit Organizations," viewed 15 November,

"Marketing Through Testimonials: Giving and Receiving." 2009, viewed 15 November 2010,

<  http://www.legalmarketingblawg.com/2009/03/marketing-through-testimonials.html >

"Things to Include in Your Website Testimonials." 2010, viewed 15 November 15, 2010,
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Marketing Icon Is an Element

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



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

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

References

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

Parekh, R. & Neff, J. (2013). Energize shifts marketing duties for several brands to JWT from Grey. Advertising Age. Retrieved April 19, 2014 from http://adage.com/article/agency-news/energizer-shifts-brands-jwt-grey/243735/
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Marketing the Product Is a Service the

Words: 628 Length: 2 Pages Document Type: Essay Paper #: 91578804

Marketing

The product is a service, the service of home repair. There are several elements to this service. These include consultation, repair and follow-up service. The service staff will be a team of professionals, working on contract to the company. They will all be experienced professionals in their fields (e.g. plumbers, electricians, handymen, etc.). The physical environment in which the service will be performed is at the customer site, as the repair work will be done to residential and commercial properties. The process is going to be different each time, but consists of the basic steps of consultation and estimate, work design, work, and post-work follow-up.

Distribution refers to how the service will be distributed. The function of a distribution channel is to provide a link between production and consumption (Tutor2U.net, 2011). In a service industry, the two are closely linked. The workers who will provide the repairs will do…… [Read More]

Works Cited:

Scott, R. (2009). Free demographic profile primer. Suite 101. Retrieved September 21, 2011 from http://www.suite101.com/content/demographic-profile-primer-a90272

Tutor2U.net (2011). Marketing -- distribution. Tutor2U.net. Retrieved September 21, 2011 from http://tutor2u.net/business/marketing/distribution_introduction.asp
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Marketing Management of Boy's and

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

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

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

References

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

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

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

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

Words: 2513 Length: 7 Pages Document Type: Essay Paper #: 27684896

(Harris & Dennis, 2002, p. 72) These human factors will be explored in more detail below.

2.3. Human Barriers

As is evident from the above discussion, while many of the barriers to e-marketing are technological and demographic in nature, what is also apparent from the literature on the subject is that there are many human barriers to these developments. Central to these human barriers is resistance to change. As one pundit states, there are a number of reasons why people may be unwilling to accept organizational and technological changes implicit in e-marketing; for example when their stability and security is threatened and "… Coping strategies and comfort zones are affected." (Harris & Dennis, 2002, p. 74) This can occur when new emerging technologies are introduced.

The growth of e-marketing methods can therefore cause anxiety in some people who may feel threatened by these new technologies and approaches to marketing and…… [Read More]

References

Bielski, Lauren (2006) 'Debit's Growing Popularity', ABA Banking Journal, vol. 98, no.1.

Chan-Olmsted, S 2002, 'Branding and Internet Marketing in the Age of Digital Media', Journal of Broadcasting & Electronic Media, vol 46, no. 4, pp. 641+.

Dholakia, N, Fritz W, Dholakia R. And Mundorf N (Eds.) 2002, Global E-Commerce and Online Marketing: Watching the Evolution, Quorum Books, Westport, CT.

Doyle P. 2000, Value-Based Marketing: Marketing Strategies for Corporate Growth and Shareholder Value, John Wiley & Sons, New York.
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Marketing Section A Lincoln Electric

Words: 1846 Length: 7 Pages Document Type: Essay Paper #: 65243578

This requires talented employees and excellent management of them. At this time, judging from the mission statement and case study, it looks like Lincoln is more focused on its global presence and product innovation as well as diversification. These three elements work well together and bring the company into the 21st century. By employing new technologies not only to product development but also to communications, allows the company to exist and grow over the miles. Without clear objectives, it can be difficult to lead and produce. Still Lincoln is pursuing the acquisition and joint ventures to allow their product a global presence without setting up the company for too much risk. These ventures also serve as investments and although require some risk will payoff over the long run.

Lincoln has pursued a global strategy of acquisition and joint venture to better its global identity. At the same time, it has…… [Read More]

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Marketing and Information Systems

Words: 2196 Length: 8 Pages Document Type: Essay Paper #: 16892002

Role of Information Systems in Marketing

The objective of this study is to examine the role of information systems in marketing in terms of the information that is necessary for decision making. Additionally this work will examine the role of IS for this function within the organization and the benefits of IS for the functional users at the operational level, the use of data at all levels of the organization and how IS has affected processes for this functional perspective.

Decision Making and the Marketing Information System

The work of Ismail (2011) entitled "The Role of Marketing Information System on Decision Making: An Applied Study on Royal Jordanian Air Lines (RJA)" reports a study that has the objective of emphasizing the importance of the utilization of the marketing information system (MKIS) on decision-making through making clear the requirement for decision-making that is both "quick and effective…due to time saving and…… [Read More]

Bibliography

Bahloul, MY (nd) The Role of Marketing Information System Technology in the Decision Making Process Case Study: The Banking Sector in Gaza Strip. Islamic University of Gaza. Retrieved from:  http://library.iugaza.edu.ps/thesis/98936.pdf 

Chapter 9: Marketing Information Systems (nd) FAO Corporate Document Repository. Retrieved from:  http://www.fao.org/docrep/w3241e/w3241e0a.htm 

Hansen, W, (2000). Internet Marketing, Cincinnati, Ohio: South-Western Publishing.

Harmon, RB (2003) Marketing Information Systems. Retrieved from: http://www.iped-uk.com/marketing_information_system.pdf
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Marketing Easy Remote in the U S And Japan

Words: 633 Length: 2 Pages Document Type: Essay Paper #: 84271766

Marketing Plan aimed at promoting "Easy Remote" is going to concentrate on the customer service department being provided with the assistance it needs in order to be able to connect to customers properly. Through implementing a strategic marketing communication plan, the company as a whole is going to be provided with the opportunity to gain a better understanding of the product it is selling. The majority of activities within the institution are going to identify the correct channels of communications we can use and are going to generally provide individuals in the company with the feeling that they know where the firm as a whole is going.

Finding the right channels is going to be a primary aspect of the marketing communication plan, as the company is going to focus on markets likely to enjoy using the product. oth in the U.S. and in Japan, "Easy Remote" is going to…… [Read More]

Bibliography:

Chernev, A. "The Marketing Plan Handbook, 4th Edition." (Cerebellum Press, 19 Jul 2015)

Isenstadt, S., Petty, M., & Neumann, D. "Cities of Light: Two Centuries of Urban Illumination." (Routledge, 17 Dec 2014)
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Marketing Assessing the Varying Definitions of Marketing

Words: 1019 Length: 3 Pages Document Type: Essay Paper #: 2836158

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…… [Read More]

References

Peggy Cunningham. (2003). The Textbooks of Philip Kotler: Their Role in Defining Marketing Thought and Practice Academy of Marketing Science. Journal, 31(2), 201.

Christian Gronroos. (2006) On defining marketing: finding a new roadmap for marketing. Marketing Theory, 6(4), 395-417.

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