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Marketing is considered as both an art and a science. The aim of this effort or activity in any organization is to ensure that the future development and growth of the sales of its products takes place and thus maximize the profitability of the company which are received from the products. At the same time, one should understand that the world develops in a helical manner. This makes the possibility of what is new commonplace tomorrow, and thus enables to reduce profits. On the other hand we could note that technical developments bring out the possibilities of new products which have to be launched by a profitable company in its search for the retention of market share and profits. Some succeed and some don't succeed. The search therefore continues and often new leaders thus have a chance to replace the old. This is thus the environment in which…
Allen, Gemmy. 1999. The Environment of Marketing. Retrieved September 16, 2005, from the World Wide Web http://ollie.dcccd.edu/mrkt2370/Chapters/ch2/2env.html
Biodiesel Present and Future. 1996. Retrieved September 16, 2005, from the World Wide Web
Consumer products and markets. Retrieved September 16, 2005, from the World Wide Web
Products posses a limited lifespan that comprises of four distinct stages of development with each of the development stages presenting its own unique opportunities as well as constraints. This is what is termed as the product life cycle which will be discussed with examples from the healthcare industry.
This involves the initial presentation of a particular product into the market.at this stage the sales of the product start growing slowly as the public gets to know of the product that has been newly introduced to them.in the case of healthcare industry this is the stage where the product appears in hospitals, drug stores and people start seeing advertisements either in televisions or print (Suttle, 2009).
This is the stage where sales and profits of the new product start rising.in this stage the price of the product will remain same in order for maximum profits to be…
Suttle, R. (2009).Examples of Product Life Cycle Phases. Retrieved June 120, 2014 from http://smallbusiness.chron.com/examples-product-life-cycle-phases-13722.html
Dontigney, E. (2006).Three Types of Vertical Marketing Systems. Retrieved June 120, 2014 from http://smallbusiness.chron.com/three-types-vertical-marketing-systems-64258.html
Pick a marketing environment and a popular brand of your coice. Ten discuss te potential impact on te brand of trends tat are observable in tat external environment. How will tey impact te demand for te product? How will tey define wo te competitors are? Wat recommendations would you make to te brand to prepare for te canges your see coming from te environmental trends you observed?
I coose Coca-Cola as te brand of coice. I coose te macroenivronment as marketing environment. Te macro environment constitutes influences from te muc larger global society. Tese include culture, political issues, tecnology, te natural environment, economic issues and demograpic factors amongst oters. Te Coca-Cola beverage, produced by te Coca-Cola Company of Atlanta, Georgia is sold in more tan 200 countries. Te Company produces te Coca-Cola (oterwise called Coke) beverage wic is ten distributed to licensed international Coca-Cola bottlers. It is peraps one…
business-to-Business marketing environment and critically analyse them, with special reference the UK market in Europe
Identify the major trends in the business-to-business marketing environment and critically analyse them,
With special reference the UK market in Europe
Of the many trends in Business-to-Business (B2B) marketing, the most significant are social media, the continual growth of globalization, supply chains, outsourcing, green marketing and data driven marketing. Taken together these trends are completely redefining the platforms, programs and strategies of B2B marketers throughout the UK and Europe. The intent of this analysis is to provide insights into each of these trends and illustrate how B2B marketers can make the most of the opportunities they provide.
Social Media's apid Ascension and Its Impact on B2B Marketing
Social networks are redefining B2B marketing strategies faster than any other trend included in this analysis, as the collection of these applications are defining customer relationships. Instead of…
R. Anbanandam, D.K. Banwet, and Ravi Shankar. 2011. Evaluation of supply chain collaboration: a case of apparel retail industry in India. International Journal of Productivity and Performance Management 60, no. 2, (February 15): 82-98.
Bernoff, J., and C. Li. 2008. Harnessing the Power of the Oh-So-Social Web. MIT Sloan Management Review 49, no. 3, (April 1): 36-42.
Bughin, J., M. Chui, and J. Manyika. 2010. Clouds, big data, and smart assets: Ten tech-enabled business trends to watch. The McKinsey Quarterly no. 4, (October 1): 26.
Chapple, K., C. Kroll, T. Lester, and S. Montero. 2011. Innovation in the Green Economy: An Extension of the Regional Innovation System Model? Economic Development Quarterly 25, no. 1, (February 1): 5.
Tesco's Marketing Environment and Performance
Today, there are a number of retail grocery and general merchandise corporations competing at the global level, including Walmart, Carrefour and Tesco. Although Walmart remains the largest retailer in the world today, Tesco in particular is fast acquiring its market share in several regions, especially China. Moreover, the company's innovation in providing efficient products and services to its customers has provided it with a distinct competitive advantage in its core United Kingdom domestic market, where it remains the largest grocery retailer in the country today. In fact, one of the main themes to quickly emerge from the research that follows is just how important Tesco is to its customers, with most simply taking the company's presence for granted. To determine how Tesco achieved this impressive level of performance, this study examines the company's proven track record of superior performance in a highly competitive industry to…
Benady, D 2010, The Tesco Test,' Marketing, 26.
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Kingdom's Largest Grocer, Explains the Company's International Strategy,' The
Unlike some professions, there is no ethical code for marketing professionals. But that does not mean that marketers can ignore the impact their powerful message has on others. In recent years, marketers have been criticized for making unhealthy pastimes attractive (such as eating fast food and smoking cigarettes) as well as marketing to vulnerable populations such as adolescents and children who cannot distinguish advertising from information. On one hand, in a free society, marketers have relatively free rein in terms of what they can transmit, so long as they do not outright lie. On the other hand, there have been calls to regulate advertising and marketing because of fears of its negative social impact. Companies that have violated ethical guidelines have been faced with legal sanctions and boycotts. “Nutella, a sugary hazelnut spread that was pitched as part of a nutritious breakfast for children—the company was sued, ultimately reimbursing up…
Name, Location, Nature
The business will be a food truck specializing in chicken and waffles. It will be called Big Mabel's Chicken & Waffles, the namesake being a fictional grandmother who, according to the marketing myth, developed the recipes. The food truck will have a number of different locations, which is normal in the business. The city will license out specific spaces and times for the truck, generally when those areas have high traffic. The business model is especially suited for areas where traffic is high only during a few hours of the day, so lunch time near construction sites, by the stadium on game night, or in a bar district on weekend evenings. The kitchen is tiny, so the choice of food will be limited to chicken and waffles, which is a classic American dish.
There are a number of potential customers. These will differ…
Christ, Paul (2011). Principles of Marketing. KnowThis.com. Available December 3, 2012, at http://www.knowthis.com/principles-of-marketing-tutorials/
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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.
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…
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/
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The global online marketplace is one that represents a significant opportunity for M&S with the Per Una brand, yet the retailer is reticent to move away from oyal Mail and White Arrow courier services. To capitalize on the unmet needs of higher-income consumers in the Middle East and Asia, M&S must create a more aggressive shipping and logistics program to support the sales of the Per Una brand throughout these regions of the world. Global competition online for lingerie and woman's wear is forcing the urgency of this issue for M&S general management today.
A third marketing environmental factor that M&S must concentrate on with regard to the primary customer segments who purchase the Per Una brand of lingerie and women's wear are the environmental "green" initiatives and corporate social responsibility (CS) initiatives that Per Una and its supply chain partners also adhere to. The more environmentally conscious the consumer…
Manfreda Cavazza 2007. M&S blooms as Rose wins women's vote. McClatchy - Tribune Business News May 23
1. http://www.proquest.com (Accessed November 10, 2008).
Jonathan Guthrie 2008. First the credit crisis, now the fashion crisis:[LONDON 1ST EDITION]. Financial Times, February 14,
Marketing Problem Nokia
Marketing problem: Lack of product innovation
Current marketing environment of Nokia
Marketing Problem Nokia
Nokia Corporation is a Finnish company that manufactures mobile phones, mobile computers, and networks. The company also provides services such as maps and navigation, music, media and software solutions for mobile phones. From late 1990s to late 2000s, Nokia remained the highest mobile selling company of the world. This however has changed recently and many other companies have effectively reduced the market share of Nokia. There are many causes of this decrease in global mobile sales share of Nokia however; one marketing issue has caused this downward journey more than others. The company reported having negative € 2.3 billion of operating income in FY 2012 whereas net income of the company was also reduced to -€ 3.1 billion in 2012 (Nokia Annual eport, 2012). Although Nokia was the first company to have launched…
Ewing, A., Moritz, S. & McMahon, M. (2013). Nokia Unveils Lumia Phone with Camera to Revive Demand. Bloomberg Businessweek. Retrieved from: [ http://www.businessweek.com/news/2013-07-11/nokia-to-sell-phone-with-high-resolution-camera-to-revive-demand ]
Gassee, J.L. (2012, April). Nokia: Three Problems for deposed king of Mobile Phones. The Guardian. Retrieved from: [ http://www.guardian.co.uk/technology/2012/apr/23/monday-note-nokia ]
Nokia Annual Report. (2012). Enabling a Mobile World. Nokia Siemens Networks. Retrieved from: [http://i.nokia.com/blob/view/-/2268488/data/3/-/NSN-form-2013.pdf]
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.
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.
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…
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
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Faced with a stiff competition from the two companies, Toyota must adopt either one of these two, or perhaps both, strategies in order to keep up with the 'numbers' game in sales and marketing of Toyota cars.
ne of the primary bases of Toyota for using the boomer's babies are (1) the consumer market's capability to buy or be enticed to buy a car and (2) dependence on its loyal customers over the years. The first rationale or basis illustrates the nature of consumers who are car-buyers: since it is the adult-middle-aged customers who have disposable incomes big or sufficient enough to buy a car, then they are the most logical target market that Toyota, or any car company for that matter, should center on. The second basis works on the assumption that Toyota has a strong following from its former customers -- customers who were satisfied in the quality,…
One of the primary bases of Toyota for using the boomer's babies are (1) the consumer market's capability to buy or be enticed to buy a car and (2) dependence on its loyal customers over the years. The first rationale or basis illustrates the nature of consumers who are car-buyers: since it is the adult-middle-aged customers who have disposable incomes big or sufficient enough to buy a car, then they are the most logical target market that Toyota, or any car company for that matter, should center on. The second basis works on the assumption that Toyota has a strong following from its former customers -- customers who were satisfied in the quality, design, and make of Toyota cars, they will also be, most likely, the people who will buy Toyota cars in the future. Thus, Toyota patrons must always be kept up-to-date with the latest product releases, car exhibits, and other activities of the company. Its decision to widen its target market starting in the year 1999 (the year the article was published) demonstrates how the notion of possession of disposable incomes have also been extended to include young adult workers who are also financially capable of buying Toyota cars and products.
Over-all assessment of Toyota's marketing strategy is strategy, especially since it fares better in terms of pricing and product quality compared to its competitors, whether be they an Asian, American, or European car brands. Its weak points, however, is its promotional strategy, which is still vague and ineffective in informing the people about the company's target audience (in introducing the said promotional strategy).
Toyota's current market standing is satisfactory, having surpassed the challenge of bringing in an "overhaul" change of the company's product and brand image. At present, the company has successfully re-designed its popular cars such as the ECHO, RAV4, Camry, and Corolla lines in order to clearly delineate its target market (ECHO and RAV4 targets young adults, Corolla in-between the 20s-50s bracket, and Camry, the higher end of the bracket). As a result of this effective program of re-designing its car models, Toyota is now able to create promotional strategies that target the each segment of age bracket 20s-50s (its target market). It also helps that the company is able to maintain its excellent pricing strategy and financial payment scheme.
Trendy Electronics, Inc., is a small company that is family owned and which is just about to celebrate its five-year work anniversary. Trendy Electronics sells the latest electronics ranging from computers to television screens, stereos and fridges and microwaves to companies and organizations for their use. The forty employees of Trendy Electronics face plenty of marketing challenges because more and more companies are opting to purchase electronics from supermarkets. In the past few months the employees have been quite idle. The biggest test that Trendy Electronics faces is to come up with better marketing techniques to retain its customers and also attract new clients as well. An assessment and appraisal of the business's internal strengths and weaknesses and external opportunities and threats functioned as the basis for this strategic examination and marketing plan. To be more precise, the marketing plan places emphasis on the business's growth strategy, signifying…
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Information retrieved from: www.bplans.com
Information retrieved from: www.mplans.com
Kotler, P., Keller, K.L., Brandy, M., Goodman, M. & Hansen, T. (2009). Marketing Management, 1st edition, New York: Pearson Education.
(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…
Bielski, Lauren (2006) 'Debit's Growing Popularity', ABA Banking Journal, vol. 98, no.1.
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For the first 2010/2011 fiscal quarter ending Aug 31, FedEx Freight generated revenue of $1.26 billion, up 28% from last year's $982 million, but made a loss of $16 million -- down from an income of $2 million a year ago (2010, FedEx).
FedEx Corp. reported gross revenue of $9.46 billion in the quarter, up 18% from $8.01 billion the previous year; operating income of $628 million, a 99% increase from $315 million last year; and net income of $380 million, a gain of 110% from $181 million in 2009/10 (2010, FedEx).
On September 15, FedEx shares dropped by 3.4% on the news that profits in the quarter ending August 31 (the first quarter of fiscal 2011) had totaled $380 million. Although they had doubled relative to the immediately preceding quarter, this profit level was still seen as somewhat below market expectations (2010, Company Profiles).
According to Investor's…
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Boyle, M. (2008). UPS and FedEx Think Outside the Box. BusinessWeek, (4099), 064. Retrieved from Business Source Complete database.
Cambra-Fierro, J., Hart, S., & Polo-Redondo, Y. (2008, October 15). Environmental Respect: Ethics or Simply Business? A Study in the Small and Medium Enterprise (SME) Context. Journal of Business Ethics, 82(3), 645-656. doi:10.1007/s10551-007-9583-1.
Marketing Manager's Role
Over the last several years, the newspaper and magazine publishing industry has been turned upside down. Part of the reason for this, is because the Internet is creating an alternative medium that providing readers with free information. As a result, a host of different newspapers and magazines have been struggling with declining subscriptions. A good example of this can be seen with the continued implosion in the total number of newspaper subscribers nationwide. According to recent statistics provided by the Audit ureau of Circulations, they found that newspaper subscriptions were down 8.7% in the first six months of 2010. While Sunday circulation, was down by 6.5% during the same time. This follows declines of: 10.6% and 7.5/% (in daily as well as Sunday subscriptions) for the same period in 2009. (Vanacore 2010) What this shows, is that the newspaper industry is undergoing a tremendous transformation.…
Teens Prefer Reading News Online, 2010, Guardian. Available from: [14 January 2011].
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The industry has a heavy exposure to the consumer electronics and cellular technologies, as these areas are already dominated by contract manufacturers who are looking to bring MP3 capabilities to these devices, especially cellular phones. All companies in this industry including Apple has seen some cannibalization of its products in recent times, as sales of some of its newly released products have an affect on sales of some of its more established MP3 products. Pervasively impacting Apple and its product positioning is the supply of raw materials continues to influence future product designs and production strategies, and is a potentially significant weakness if there is a disruption to memory or electronics. The fact that every music player on average generates $250 in incremental sales revenue of music is what sustains the entire industry today. There are signs however that this is reaching a saturation point, according to Credit Suisse, 2006.…
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San Diego Padres have two marketing segments, the B2C segment and the B2B segment. The Padres sell packages to the consumer segment which include a selection of game tickets and also events outside of games as well. The Padres appeal to the emotional ties that consumers have with their team in order to sell these memberships. The Padres have a feature demographic, the 35-50 white male, so a lot of marketing targets that demo, but they are also looking to get younger in general, as baseball has something of an aging fanbase.
When the Padres market to business, it is entirely different. There is no emotional connection, so they must rely on analytics. The Padres have to offer value to their corporate customers. They are selling everything from advertising in the stadium to luxury boxes to the corporate clients. The marketing environment is challenging, and the Padres are forced to…
Schwab, D. (2014). Plans taking shape for new Padres season. San Diego Downtown News. Retrieved April 2, 2015 from http://sandiegodowntownnews.com/plans-taking-shape-for-new-padres-season/
Hyatt Marketing Plan
Barrier to Marketing Planning
Techniques for New Product Development for the Business Traveler
Hyatt Hotels Corporations is a chain of hotels and one of the largest and renowned corporations in the hospitality industry. The corporation has been in the business for several years and has become a brand name amongst high-end hotels. The company is always keen on providing the best hospitality services to its guests. In particular, the company is keen on making the most of the increasing numbers of business travelers across the world. The company aims to provide the business traveler clienteles a 'home away from home' and an office away from their own offices. The product offering presented to the management team of Hyatt Industries in this case is the introduction of…
Alexandria. V. A. (2015). Business travel spending growing, but muted. Hotel News Now. Retrieved 31 October 2015 from: http://www.hotelnewsnow.com/Article/16227/Business-travel-spending-growing-but-muted
McDonald, M. H. (1989). Ten barriers to marketing planning. Journal of Marketing Management, 5(1), 1-18.
Meldrum, M. (2015). The Biggest Barrier to Implementing a Marketing Planning System -- and How to Eliminate It. Retrieved 31 October 2015 from: http://www.raintoday.com/library/podcasts/the-biggest-barrier-to-implementing-a-marketing-planning-systemand-how-to-eliminate-itan-interview-with-mike-meldrum/
Warner, A. (2010). Strategic Analysis and choice: A structured approach. New York: Business Expert Press, LLC.
Value proposition 3
Features and Benefits
Table 5.1.2 Marketing Expense Budget
The founders of Dropbox Inc. have formulated this three-year marketing plan with an aim of securing additional funding for growth as well as to inform potential investors, as well as existing customers of not only the service's direction but also its current status. Initiated only six years ago, Dropbox has experienced significant growth, and available data shows that the target market of corporate customers and consumers (active) aged between 25 and 45 would want to not only get involved in the Dropbox digital world, but also be assured of the security of their stored files. In addition, the company plans to explore opportunities for Android and upcoming Mac versions. The marketing environment…
Barrett, V. (2011, November 7). Dropbox: The Inside Story of Tech's Hottest Startup. Forbes Magazine. Retrieved from http://www.forbes.com/sites/victoriabarret/2011/10/18/dropbox-the-inside-story-of-techs-hottest-startup/
Denney, A. (2014, February 26). Incentive Deals Open Doors for North Austin Jobs. Community Impact Newspaper. Retrieved from http://impactnews.com/austin-metro/northwest-austin/incentive-deals-open-door-for-north-austin-jobs/
Dropbox. (2014). Dropbox News. Dropbox Inc. Retrieved 18 July 2014 from https://www.dropbox.com/news/companyinfo .
Kotler, P. & Keller, K.L. (2006). Marketing Management (12th ed.). Upper Saddle River, NJ: Prentice Hall.
Business Plan for Tailoring Workshop Company: A Tailor Shop on Wheels
This business plan is for the Tailoring Workshop Company (hereinafter alternatively "the company"), a mobile tailor shop for men clothes that will have a Web site and a mobile app available through the Apple Store. The company will focus on tailoring men's suits only. Customers will be able to contact their personal tailor through the company's Web site or via the mobile app, but there will be no physical brick-and-mortar facilities or retail outlet. Customers will be able to create a free online account that enables them to explore all fabric choices and design collections so they can select the combinations that most appeal to them. The mobile app and Web site will facilitate changes so that customers can instantaneously visualize the results of their choices. In addition to using the company's available designs, customers will also be able…
Craik, J. (1993). The face of fashion: Cultural studies in fashion. London: Routledge.
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men's store bows to age, fashion trends. Daily Herald (Arlington Heights, IL), 1.
MAKETING POCEDUES FO VOLVO'S S60 MODEL
Market Analysis for the Volvo S60
Market Analysis for the Volvo S60
Volvo, a Swedish-based car production company, stands out as the leading manufacturer of premium cars. The company produces luxury cars with the vision to provide to the world the most luxurious desired automobile. The company's mission entails providing the world's most exciting and safest cars for the modern families. By extension company seeks to increase shareholders values.
Firm trust in their brands
Accredited environmentally friendly production process and use
High regard for safety
Good relations with the customer that achieves development of products related to customer preferences
The company following a change of guard seems to have confusion with identifying itself in the market
The products under the company logo appear costly compared other products in the market
Limited market shares and penetration
Grant, R.M. (2010). Contemporary Strategy Analysis, 7th Edition. New York: John Wiley and Sons.
Jan, T.S., & Hsiao, C.T. (2004). A Four-Role Model of the Automotive Industry Development in Developing Countries: A Case in Taiwan. The Journal of the Operational Research Society, 55(11), 110-118.
Trout. J. (2004). Trout on Strategy. New York: McGraw-Hill.
Marketing in the Contemporary Organizations
The contemporary society is very dynamic and things change each passing day particularly propelled by the new inventions and technological improvements. There is provision for information to travel faster than it used to, hence posing a cut edge competitive environment for each organization. Each company that wants to remain relevant in the market must embrace techniques and trends that will enable it remain afloat and relevant, such as marketing.
The modern organizations has so many functions going on like production, resource development, finance departments, the human resource departments all in tandem. In order to align these functions within the organization with the needs and wants and expectations of the customers, there is need to involve a marketing strategy that will deliberately guide these functions towards that direction (ama ao, 2005). The key to success in the current organizations do not rest on marketing or any…
Business case Studies, (2012). Engaging consumers through word of mouth marketing: A
Red Bull case study. Retrieved September 22, 2012 from http://businesscasestudies.co.uk/red-bull/engaging-consumers-through-word-of-mouth-marketing/the-role-of-the-marketing-function.html
Centive, (2012). Keeping Up with the Changing Consumer and Information Consumption.
Retrieved September 22, 2012 from http://blog.centiv.com/index.php/tag/modern-era-of-marketing/
In recent times, people have become more conscious of their health and they are choosing products that are healthy such as organic products. This has also been the case when it comes to organic wines. These wines improve the health of soil and vines at the same time improving the productivity of older vineyards. Organic wines are also beneficial to customers in that the wines are healthy as they contain only a small proportion of preservatives like sulfur which are added to normal wines which cause headaches. This paper will therefore look at the potential marketing landscapes for organic wines. It will also look at micro and macro environmental forces that have an effect on marketing ability of organic wines.
Marketing landscape for organic wines
Marketing involves the understanding of the potential market landscape or market place as well as the needs, demands and wants of the customers, market…
Valenzuela, F. (2000). Understanding the marketplace and the consumers; is your wine giving you a headache?
Zainbooks (2003).Principles of marketing; Marketing microenvironment. Retrieved March 19, 2013, from http://www.zainbooks.com/books/marketing/principles-of-marketing_11_marketing-micro-environment.html
This he can do by engaging in extensive advertising, public relations, sales promotion, personal selling, internet marketing, and sponsorship. Depending on the resources available, the client can use any form of mass media that is within his means. He can also go for the services of public relation companies to obtain favorable publicity within the media. The client can also make use of money off coupons or special offers to increase sales volumes in short-term. Internet marketing techniques like social media and videos on demand can also come in handy (Chaffey, 2007). Message strategy should be well thought out. The message should reinforce the benefit of that product (Schultz & Dev, 2005).
2.1.4 Place Strategy
This stands for ways by which goods are transported from the client to the end users. The client has to ensure that goods reach the market when they are still in good condition failure to…
Beamish, K., & Ashford, R. (2007). Marketing planning 2007-2008. New York: Elsevier.
Chaffey, D. (2007). E-business and e-commerce management: strategy, implementation and Practice. New York: Pearson Education.
Christensen, C.M. (1997). The innovator's dilemma: when new technologies cause great firms to fail. Boston, Massachusetts: Harvard Business School Press.
Galavan, R., Murray, J., & Markides, C. (2008). Strategy, innovation, and change: challenges for management. Oxford: Oxford University Press U.S..
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…
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
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.
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…
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 to the Bottom of the Pyramid
Ethical issues: 7
Social Issues: 7
Market Opportunity: 8
Value for underprivileged: 8
The underdeveloped countries are becoming major emerging markets with a huge potential based on the large populations. The large corporations operating in developed markets also expand in international markets. The multinational companies operating in under developed and developing countries also look for opportunities in the market through a different approach. The key question that needs to be answered is that these markets have different dynamics in terms on consumer preferences, geographical locations, and income at the disposal of a large number of inhabitants. The businesses including major multinational corporations also look for opportunities in establishing their reach and appeal to the locals that are under privileged and in some cases the bottom of the pyramid (BOP) market segment. These underprovided populations not only live under the poverty line but they…
Chikweche, T., & Fletcher, R. (2012). Revisiting the marketing mix at the bottom of pyramid (BOP): from theoretical considerations to practical realities. Journal of Consumer Marketing, 29(7), 507-520.
Kacou, E. (2010). Entrepreneurial Solutions for Prosperity in BoP Markets: Strategies for Business and Economic Transformation. USA: Pearson Prentice Hall.
Kahn, K.B. (2011). Product planning essentials. USA: ME Sharpe.
Rangan, V.K., Quelch, J.A., Herrero, G., & Barton, B. (Eds.). (2007).Business solutions for the global poor: Creating social and economic value. USA: John Wiley & Sons Inc.
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…
In an online setting, owley suggests that marketers do not need to "speculate about customer needs" because they can use the Internet to download customer's buying profiles and enhance their customer service and product development strategies based on the information they receive from online reports. Further, the author suggests advertising can be more targeted because it is more easily tracked in an online setting vs. An offline setting. owley (2004) goes on to assert that the combination of online and offline services allows for more customization, and enables "mutual dependence" which in turn creates complex and diversified communities inclusive of customers and businesses. Organizations that utilize the Internet wholly, rather than partially, are more likely to become targets for innovation, research and development, which will only advance their goals in the short- and long-term (owley, 2004, p. 39).
There are theorists that study certain aspects of marketing, like advertising, but…
Bansal, Harvir S., Gordon, H.G. And McDougall, Shane S. 2004, 'Relating e-satisfaction to behavioral outcomes: An empirical study'. Journal of Services Marketing, vol. 18 no.4, pp.290-302, DOI: 10.1108/08876040410542281, Emerald Group Publishing Ltd., ISSN: 0887-6045
Foucault, Brooke E. And Scheufele, Dietram a. 2002, 'Web vs. campus store? Why students buy textbooks online'. Journal of Consumer Marketing, 19, no.5, pp.409-423. DOI: 10.1108/07363760210437632, Emerald Group Publishing Ltd., ISSN: 0736-3761
Harridge-March, Sally. 2004, 'Electronic marketing, the new kid on the block'.
Marketing Intelligence & Planning, vol. 22 no.3, pp.297-309. DOI: 10.1108/02634500410536885, Emerald Group Publishing Ltd. ISSN: 0263-4503
Marketing eport for Ms. Janet Bradley
Keeping in view the increasing obesity rates in Australia and finding the spicy and high-calorie fast foods as the major reason for it, Ms. Janet Bradley has planned to establish a low-calorie fast food restaurant chain that will serve as an alternative to McDonald's, ed ooster, KFC, and other fast food chains. This paper presents a comprehensive analysis of the micro and macro environment for the new fast food chain in order to recommend strategies which can help it in becoming successful in the industry. The major micro environmental forces which will impact its business are consumer behaviour, suppliers and intermediaries, publics, and competitors. The buyer behaviour has been analysed using cultural, social, personal, and psychological dimensions -- all having a significant impact on the purchase decisions and preferences of the consumers towards fast food products. The restaurant chain will also take a big…
Birn, R. 2004. Effective Use of Market Research: How to Drive and Focus Better Business Decisions, 4th Edition. London: Kogan Page
Blythe, J., & Megicks, P. 2010. Marketing Planning: Strategy, Environment and Context, 3rd Edition. U.K: Prentice Hall
Ellwood, I. 2002. The essential brand book: over 100 techniques to increase brand value. 2nd Edition. London: Kogan Page
Hill, C.W., & Jones, G.R. 2012. Strategic Management Theory, 10th Edition. Mason, OH: South-Western, Cengage Learning
Overall Marketing Strategy
The group's marketing strategy is focused on raising awareness on social issues concerning today's society and taking a stance of the real world, rather than encourage costumers to buy its products.
Considering the large product diversification characterizing Benetton's portfolio, it is very difficult to define the manufacturer's main competitors, as it's difficult to define it's industry. Thus, according to Hoovers.com (Accessed January 2009), the company's top 3 competitors are: Inditex, GAP and H&M. Inditex is a Spanish based, clothing group, which is considered to be Benetton's main competitor as it designs and retails its own products. It is also a global company managing over 3,690 stores in 68 countries. GAP is an American-based company with 4,250 stores worldwide. Unlike the Italian company, GAP doesn't manufacture its products, being responsible only for the retailing part. H&M is a Swedish-based company with over 1,500 stores in…
Annual Report - Benetton. 2008.
Annual Report - H&M. 2007.
Another way to increase the market share could materialize in product developments. This would ensure that the number of customers increases as the product offering becomes more diversified and is able to suit more tastes. Sales would immediately boost up, in part due to the promotional strategies, but the growth must be sustained even after the promotions are over. The reason for this specification is that several companies registered record sales during promotional periods, but the revenues were unsustainable in normal periods.
Constant communications with the final consumers and the retail customers would also help in identifying newer needs and trends. The satisfaction of these demands would eventually lead to more buyers and a significantly higher market share.
Improve customer relations good relationship with the customers, both end consumers as well as retail customers, is the key to a successful corporate outcome. In order to improve it, the company could…
Hays, C.L., 2004, the Real Thing: Truth and Power at the Coca-Cola Company, Random House, ISBN 037550628
Lloyd, M.E., 2008, Coca-Cola CEO: 2nd Half '08 to Remain Challenging in North America, CNN Money, last accessed on July 18, 2008
2008, Official Website of the Coca-Cola Company, http://www.thecoca-colacompany.com , last accessed on July 18, 2008
2008, Ansoff Matrix, Strategy Vector Model, http://www.strategyvectormodel.com/index.php?option=com_content&view=article&id=56&Itemid=62last accessed on July 18, 2008
As stated before, the competition in the coffee shops industry has increased drastically during the past recent years. In 2003, the industry had registered total sales of over $6 billion (Ferguson, 2004). The top five competitors of Sweettreats would be: Starbucks, Nestle, McDonald's, Dunkin and Gloria Jean's.
Gloria Jean's is among the leaders of the industry and they basically address their products to the young population. The corporation is based in Australia but present in numerous countries of the globe through franchise contracts (Official Website of Gloria Jean's, 2008).
Dunkin Donuts is a U.S. based company, namely headquartered in Quincy, Massachusetts. In 2006, they registered annual revenue of over $4 billion. They address all types of consumers and sell a wide palette of coffee-based beverages and foods (Official Website of Dunkin Donuts, 2008).
Starbucks is the undisputed leader of the industry and in 2006 they registered annual revenues…
Dawidowska, K., April 1, 2002, Coffee Overload. Agree that coffee from gourmet coffee shops is too expensive - Almost 3 in 4 coffee shops patrons 72%, American Demographics
Dream, C.S., 1997-2008, How to Start a Coffee Shop, Home Business Inc., http://www.homebusinesscenter.com/how_to_start/coffee_shop.htmllast accessed on February 28, 2008
Ferguson, M., 2004, Specialty coffee retail in the U.S.A. 2003-04, Specialty Coffee Association of America, Retrieved at http://www.scaa.org/pdfs/press-coffee_retail_sales.pdfon February 28, 2008
Fisenko, a. And Associates, 2006, How to Start a Successful Coffee Shop, a Coffee-Espresso Drive-Thru or a Coffee/Espresso Cart, Espresso Business, http://www.espressobusiness.com/last accessed on February 29, 2008
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.…
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).
The impersonal entails the process of
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…
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/
e. English-Mandarin) or for multiple packs (i.e. 12 language packs). There is only one competing product on the iPhone App Store and it does not have these capabilities. The product is a complement to the existing line of iTravl translators and Lingvosoft applications for other high-end multi-function mobile devices.
Because the product has a high-end position, it should be priced accordingly. The current prices for Palm OS for example range anywhere between $79 for single language packs to $199 for multiple language packs. The iPhone applications should be priced within a similar range. The current competitor Mobile Glot has their basic dictionaries priced for free, which reflects the low quality of their product relative to Ectaco's products.
The placement for this product will be the iTunes App Store. This is the sole outlet for such applications specific to the iPhone. The target market searches the app store for these products…
Translation.net. (2010). Handheld devices and PDA software & utilities. Translation.net. Retrieved January 25, 2010 from http://www.translation.net/handheld.html
Middleton, C. (2009). Let technology do the talking: Testing mobile translators in Chinatown. The Telegraph. Retrieved January 25, 2010 from http://www.telegraph.co.uk/travel/travelaccessories/4370561/No-longer-lost-in-translation-Testing-mobile-language-devices-in-Chinatown.html
FedSpending.org. (2010). Contracts to Ectaco. FedSPending.org. Retrieved January 25, 2010 from http://www.fedspending.org/fpds/fpds.php?company_name=ectaco&sortp=r&detail=0&datype=T&reptype=r&database=fpds&fiscal_year=2005&submit=GO
White, J. (2008). Start your engines: Mobile application development. DevX.com. Retrieved January 25, 2010 from http://www.devx.com/SpecialReports/Article/37693
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,…
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 Clinique
Marketing Plan Clinique
Clinique -- Introduction:
Clinique is one of the world's leading brands in skincare, fragrances, cosmetics, and toiletries products. It was introduced by Estee Lauder Corporation in 1968. Clinique is a business unit that represents all the beauty and cosmetics products which Estee Lauder Corporation owns and operates. The company is headquartered in New York, United States of America and sells its Clinique products in more than 80 countries of the world. Clinique is recognized as a premium quality brand which offers extensive range of cosmetics products manufactured according to individual needs of customers from all age groups (Clinique). The following sections present a marketing plan for Clinique brand which may be helpful in analyzing the selling, marketing, and promotional activities of the company and the business environment in which it operates.
A) Current Market Situation:
The beauty and cosmetics industry of…
Barnes, Cindy; Blake, Helen; & Pinder, David. Creating & Delivering your Value Proposition: Managing Customer Experience for Profit, 1st Edition. Philadelphia: Kogan Page, 2009. E-Book.
Clinique. 3 Step System. 2012. Web. 25 July, 2012.
Henry, Anthony. Understanding Strategic Management, 1st Edition. New York: Oxford University Press, 2008. Print
Lamb, Charles; Hair, Joseph; & McDaniel, Carl. Essentials of Marketing, 7th Edition. Ohio: South-Western Cengage Learning, 2012. Print
It also competes with some renowned brands in the United States and other major markets of the world. The it and consumer electronics industry has been showing a rapid growth for the last few years. Anticipating huge potential of growth in this industry, numerous new companies are entering the market. These new entrants are manufacturing same quality products for the same target customers. Therefore, they are also a big threat for the company for its new iPad keyboard and case combo (Kotler, 2008).
iii. Threat from the substitute products:
There are no direct substitutes for iPad keyboard and case combo. However, all those manufacturers that offer keyboard and protective covers or cases separately can be regarded as the alternative choice for this innovative product. For example, if a customer does not need Bluetooth keyboard, but wants to protect his iPad from damage and scratches; he will definitely go for buying…
Bearden, W.O., Ingram, T.N. & LaForge, R.W. (2007). Marketing: Principles and Perspectives, 5th Edition. Boston, Mass: McGraw-Hill
Brassington, F. & Pettitt, S. (2006). Principles of Marketing, 4th Edition. Harlow: Financial Times Prentice Hall
Groucutt, J., Leadley, P. & Forsyth, P. (2004). Marketing: Essential Principles, New Realities,1st Edition. Sterling: Kogan Page.
Jenny, M. & Scammon, D.L. (2010). Principle-Based Stakeholder Marketing: Insights from Private Triple-Bottom-Line Firms, Journal of Public Policy & Marketing, 29 (1): 12-26.
Marketing Valuation of Special Kellog's Cereal
Marketing valuation Kellogg's Special K. cereals
Kellogg's Foods: 3
Marketing mix: 3
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.
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…
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- Mass vs. Personal
Mass vs. Personal Marketing
In the articles, "Word of Mouth on the Web" by Cate eigner (2007) and "The Continuing Power of Mass Advertising" by Paul Nunes and Jeffrey Merrihue (2007), a comparative analysis of mass and personal marketing via traditional and online channels was conducted. Although the authors' studies were independent of each other, their research focus provides a sufficient survey of current literature evaluating the effectiveness of new and traditional marketing strategies in today's rapidly evolving consumer market.
One of the popular questions posed in consumer environment that is now driven by Internet technologies is, "Is mass advertising dead in the era of personalized marketing?" eigner and Nunes reports on personalized and mass marketing, respectively, showed the same line of thought when assessing the prevalence and effectiveness of personalized compared to mass marketing. Both their studies highlighted the fact that even though personalized marketing…
Nunes, P. And J. Merrihue. (2007). "The Continuing Power of Mass Advertising." MIT Sloan Management Review, (48)2.
Reigner, C. (2007). "Word of Mouth on the Web: The Impact of Web 2.0 on Consumer Purchase Decisions." Journal of Advertising Research.
The way that this design will work is comparing the control group (the current display that is used) with the three independent variables (the different displays of Raid). How customers react to the three independent variables in relation to the control group; will speak volumes as to how each of the new displays will be viewed by consumers. The below display illustrates how the survey will be designed at each store.
Raid Store Display Diagram
Consumer Response to New Display
Current Display #1 Display #2
Display # 3
Participants Selected Randomly. Real world environment
Management Decision (Cooper, D. & Schindler, 2006, pg. 278)
Select / Assign Participants
Like what was stated previously, participants will be selected at random mirroring real world situation for each display in the store.
Test / Revise
The way that the research will be revised…
Test Marketing. (2010). Retrieved March 23, 2010 from Business Directory
Cooper, D. & Schindler, P. (2006). Experiments and Test Markets. Business Research Methods. (pg. 299). New
York, NY: McGraw Hill.
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…
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
Economic: the economic forces affecting the marketing operations can be linked to the increasing numbers of organizations competing within the same industry, the better access to financial resources or the growing income per capita for the working population; all these forces generate new needs and as such require increased marketing efforts.
Proctor, T., 2005, Essentials of Marketing esearch, 4th Edition, Pearson Education
Wilson, ., Gilligan, C., 2004, Strategic Marketing Management: Planning, Implementation and Control, 3rd Edition, Elsevier Science and…
Proctor, T., 2005, Essentials of Marketing Research, 4th Edition, Pearson Education
Wilson, R., Gilligan, C., 2004, Strategic Marketing Management: Planning, Implementation and Control, 3rd Edition, Elsevier Science and Technology Books
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.
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…
Those proposals included broadening its vital presence, and strong growth, in commercial markets and health imaging, refocusing research and development dollars; speeding investments in commercial markets; and taking over other companies and technologies to enlarge Kodak's portfolio of digital products and services.
On the force of its taking over Kodak Versamark and NexPress, Kodak's Graphic Communication Group is piling a portfolio of major variable-date printing equipment providers. Kodak's Digital and Film Imaging Systems business persists to prove its success in digital markets. In 2003, Kodak's share of the consumer digital camera market went up to No. 4 across the world, making the strong acceptance of the Kodak Easyshare range of cameras. Kodak the sole company coming in the Top 5 also ranks No. 2 in digital camera sales in America. Following just 8 months after entering the snapshot printer market in April 2003, Kodak claimed the top slot and persists…
Eastman Kodak. http://www.coursework.info/i/51664.html . Retrieved from Accessed on 4 June, 2005
Health, Safety, and Environment 2004 Annual Report: Employee Training an Important Practice at Kodak. Eastman Kodak Company. Retrieved at http://wwwcaen.kodak.com/U.S./plugins/acrobat/en/corp/environment/04CorpEnviroRpt/HSE2004AnnualReport.pdf . Accessed on 4 June, 2005
Introduction. Retrieved at http://www.kodak.com/U.S./en/corp/kodakHistory/index.shtml . Accessed on 4 June, 2005
Kodak Reports Significant Progress in Digital Growth Strategies. 22 September, 2004. Retrieved at http://www.cdrinfo.com/Sections/News/Details.aspx?NewsId=10658Accessed on 4 June, 2005
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…
Competing in today's economy, demands that a business find ways to break out a commodity status to meet customer needs more than competing firms do. A sound marketing strategy requires effective planning; this helps a business to capitalize the opportunities present in the market and leverage their strengths. Service businesses and firms encounter a number of unique cost considerations that need to be addressed when formulating service pricing strategy. Service pricing is not often finalized until after provision of the service; hence the consumer faces a lot of price uncertainty. Product line pricing tends to be more complicated. The opportunity for illegal pricing is greater in services than in goods.
The overall profitability of a business can be assed by examining change and firm or business profitability. An enterprise gross margin can be used to measure the contribution of the enterprise to a business. The sum of business…
Ferell, O.M. (2010). Marketing Strategy. Atlanta: Cengage.
LUIS, E.D. (2011). Contemporary Business. New York: Wiley and Sons.
JG's fashion style is characterized as a mix of the following genres: commercial, trend-based, art focus / cultural / theme-based, couture high fashion and mid-market. In essence, JG's fashion style encompasses from low to high fashion markets, historical to contemporary arts and cultures.
IV. Target Market
JG's target markets for fashion advertising are Australian mid-range boutiques and high fashion brands. These boutiques and brands are known for having edgy and unique fashion images. Brands fitting this profile include the following, to name a few: Ellery, Lover, omance was Born, Bec and Bridge, Sass & Bide, Karen Walker, Lonely Hearts, Camilla and Mac, Zimmerman.
Within the fashion editorial sector, JG targets magazines that offer exclusive international fashion and showcase the work of leading Australian photographers and up-and-coming fashion design talent. The demographic foci of these magazines are people who have a passion for fashion, art, graphics, photography, illustration and street culture.…
"Designer fashion in the Australian market." (November 2008). New Zealand Trade and Enterprise.
Weller, S. (October 2007). "Beyond 'Global Production Networks': Australian Fashion Week's Trans-sectoral Synergies." Centre for Strategic Economic Studies, Victoria University.
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…
Aggarwal, V.B., & Gupta, V.S. 2001, Handbook of journalism and mass communication, Concept, New Delhi.
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Crane, F.G. 2001, Professional services marketing: strategy and tactics, Haworth Press, New York.
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…
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)
Standad maketing follow-up pocesses will be used to detemine whethe each taget maket undestood the specific content and context of the maketing communications initiatives diected to them. Suveys will addess the extent to which the intended messages managed to communicate the intended messages effectively and whethe those audiences made puchasing decisions based on the claity and effectiveness of those messages.
Standad maketing follow-up pocesses will be used to detemine how well customes believe the sevice met thei specific needs and expectations pospectively. Suveys will addess the extent to which the sevices they puchased met thei expectations and povided the benefits pomised and desied. Those mechanisms will also be used to collect infomation petaining to any desied changes o pefeences of customes in connection with thei futue patonage. Sevice packages, picing, and maketing changes will eflect the analysis of those data.
Standad maketing follow-up pocesses will be used…
references of customers in connection with their future patronage. Service packages, pricing, and marketing changes will reflect the analysis of those data.
Standard marketing follow-up processes will be used to determine how well customers remembered the specific messages in marketing campaigns and how those messages may have contributed to their decisions. The same technique will be used to collect data from prospective customers who initially expressed interest or who requested information about the service but ultimately decided not to purchase the product. Those surveys will address the extent to which those decisions may have been functions of the failure of marketing initiatives to achieve the necessary retention to generate sales of services.
Standard marketing follow-up processes will be used to determine the extent to which specific elements of messages in marketing campaigns motivated their eventual decision to purchase the product and how those messages may have contributed to their decisions. The same technique will be used to collect data from prospective customers who initially expressed interest or who requested information about the service but ultimately decided not to purchase the product. Those surveys will address the extent to which those decisions may have been functions of the failure of marketing initiatives to inspire prospective customers to make follow-up inquiries or further consider purchasing the service.
Company G. wishes to launch a line of small appliances. The marketing plan is designed to guide the process of bringing that line to market. The line will initially begin with a couple of products, but will eventually expand to fill a broad portfolio of products. Within Company G, the small appliances line has been developed not only to take advantage of an opportunity in the market, but is designed to give Company G. A growing product line in order to bolster stagnating revenues. This plan will outline the process by which the line will be marketed.
With its new line, Company G. has the objective of becoming a premium player in the small appliance industry. These new appliances will bring professional quality into your kitchen, but at domestic prices. Our mission is to help you cook your best.
The target market for the company's…
"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)
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…
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 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…
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.
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…
Census Bureau (2012). Employment Size of Firms. USA.
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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.
Consider the broad changes occurring in marketing today and identify themes that you believe are emerging from these changes. The most fundamental change in marketing today is that it has become increasingly consumer-driven (Lake, 2011). The marketing and advertising ploys popular in the days of the "Mad Men" advertising agencies don't work well with the sophisticated consumers who are networked to each other, access information online with ease, and -- following round-after-round of corporate fraud and betrayal -- have reached the apex of suspicion with regard to corporate behavior (Lake, 2011). Furthermore, consumers want to be engaged with brands in a new way (Lake, 2011). Consumers are looking to have conversations with brands in which they feel respected as knowledgeable individuals who spend some effort to stay informed (Lake, 2011). Marketers and advertisers are finding that they must take a different tact with consumers by inviting participation in the…
DeVault, G. (2012). Market Research. About. com
Lake, L. (2011). Marketing. About.com
Suggett, P. (2012). Advertising. About. com
The American Snack Chip Manufacturing Corporation ("American Snack") has the mission of delivering the world from hunger, one chip at a time. The company will produce flavored snacks from its home in Queens. The company was founded by two women and some inherited commercial-grade equipment.
The branding strategy must be tied to the business model, it must be consistent and it must connect emotionally with the customer. The brand, American Snacks, is a statement of intent. Americans connect to all things American, and foreign markets understand that no country produces a wider variety -- and higher quality -- of snacks. The brand will be associated with classic snack products. Pricing will be premium to match the premium positioning of American Snacks. ith this premium pricing, the brand will be able to capture healthy margins not only in foreign markets, but also in the domestic market through premium retail…
Daye, D. & VanAuken, B. (2012). Product launch strategy & success. Branding Strategy. Retrieved December 14, 2012 from http://www.brandingstrategyinsider.com/2012/10/product-launch-strategy-and-success-.html
Girard, F. (2012). Concept of integrated marketing communication. eHow. Retrieved December 14, 2012 from http://www.ehow.com/info_7742033_concept-integrated-marketing-communication.html
Foulger, D. (2004). Models of the communication process. Brooklyn College/CUNY. Retrieved December 14, 2012 from http://davis.foulger.info/research/unifiedModelOfCommunication.htm
Inc. (2012). How to do market research. Inc. Magazine. Retrieved December 14, 2012 from http://www.inc.com/guides/marketing/24018.html