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Programs is another element of the new four Ps. The company needs to have two programs. The first is that the launch program. The company needs a strategy to bring this product to market, and it needs to have a program that will allow it to gain exposure, build a brand quickly, and get the distribution it needs to compete. The second program needs to follow up the first one quickly, and take the product through the growth stage of the life cycle. This program has to continue to expand on the brand building, and get a strong follow-through on the launch. The key here is that the company needs to convince customers to drink the product regularly, and not just in a hiking context. That means that the company needs to keep the interest level high in the product. This is why the company needs to have the best…
Marketing Management by Philip Kotler and Kevin Lane Keller, 14th Edition, ISBN: 0-13-600998-0, Prentice Hall, Inc. 2012.
Yue Sai; Assessing Potential Marketing
Yue Sai, owned by L'Oreal, has not been performing as well as expected. Part of the issue may be related to the way that the brand has been managed and the current positioning, which maybe argued as ambiguous, there have been different approaches to marketing, and while L'Oreal have made investments in supporting the brand, they appear to have been unable to differentiate the brand sufficiently to increase sales. While it may be tempting to argue that brand should be repositioned again, given the history and the changes that have already been seen, it possible this would create consumer confusion, with memory and current messages creating a conflict and detracting from the brand. Branding can also take time to establish, especially when the message is the change or alter previous values (Kotler and Keller, 2011). Taking this into consideration it may be suggested that…
Kotler Philip; Keller Kevin, (2011), Marketing Management, Prentice Hall
Yang, H, (2013), L'Oreal in China; Marketing Strategies for Turning Around Chinese Luxury Cosmetic Brand Yue Sai, INSEAD
Email marketing is "the use of email in marketing communications." (rownlow, 2012) Email marketing is reported as a term that "covers every email" that is ever sent to a customer, potential customer or public venue." (rownlow, 2012) Email marketing refers to the sending of "…direct promotional emails to try and acquire new customers or persuade existing customers to buy again." (rownlow, 2012) In addition, it is reported that sending emails which are designed in a way that will provide encouragement for customer loyalty and enhance customer relationships. In addition, placing your marketing messages or advertisements "in emails sent by other people." (rownlow, 2012)
Three Primary Forms of Email Marketing
Email marketing is in three primary forms stated to be the following: (1) direct mail; (2) sending a print newsletter; (3) placing advertisements in subscription magazines and newspapers. (rownlow, 2012) It is reported that email marketing's popularity is because:…
AWeber Communications (2012) Why Opt-In Email Marketing. Retrieved from: http://www.aweber.com/
Brownlow, Mark, (2012) What is Email Marketing? Email Marketing Reports. Retrieved from: http://www.email-marketing-reports.com/intro.htm
Email Marketing (2012) Business Link. The Chartered Institute of Email Marketing. Retrieved from: http://www.businesslink.gov.uk/bdotg/action/detail?itemId=1085829021&r.i=1086709579&r.l1=1073861169&r.l2=1073858845&r.l3=1073919418&r.s=sc&r.t=RESOURCES&type=RESOURCES
Promotion Plan using AIDA+ 4
Promotion Budget & Implementation Calendar
Sustainable Marketing Campaign
The edwoods Group (edwoods) was founded in 1997 and is a privately held highly social conscious company providing property and casualty insurance underwriting as well as risk and claims management services to non-profit organizations, camps amongst others. edwoods is a for-benefit corporation formed to create shared value for all stakeholders and to cater to a market underserved by most insurers. The company's business and social mission is to safeguard and enhance the quality of life of the communities it serves and its motto is to 'serve others'. It has a peculiar approach towards reducing the injuries and accidents among the children and also covers all the other aspects that the average insurers within the U.S. do cover.
edwoods Groups (edwoods) being a for-benefit corporation…
Blab, (2014). About the Redwoods Group. Retrieved July 31, 2014 from http://www.bcorporation.net/community/the-redwoods-group
JE Browns Associates Insurance Services Inc., (2014). United States Liability Insurance GROUP Personal Umbrella Submission Checklist. Retrieved July 31, 2014 from https://www.jebrown.net/pdf/USLI%20Umbrella.pdf
Mella F., (2013). Benefits of Online Advertising. Retrieved July 31, 2014 from http://www.wsimatrix.com/benefits-of-online-advertising/
Owomoyela S.K. et.al, (2013). Investigating the Impact of Marketing Mix Elements on Consumer Loyalty: An Empirical Study on Nigerian Breweries Plc. Retrieved July 31, 2014 from http://journal-archieves30.webs.com/485-496.pdf
The cosmetics industry and market continually change to present players in the field with new opportunities and threats. In the context of the dynamic and competitive industry, Estee Lauder is seeking to introduce a new product line to better serve the changing needs of customers. The new product line would be sold with the Beautiful fragrance and would be distinguished by the fact that it is based on components such as antioxidants, peptides, minerals or growth hormones. The Beautiful product line addresses women in the baby boomer category and they target issues of skin rejuvenation.
The success of the new campaign and product line is based on the identification of all threats, opportunities, strengths and weaknesses. Upon the assessment of these features, two important issues are derived -- the barrier raised to the specific market segment by the cost, and the potential threats pegged to distribution channels. The…
Burner Lippitt, M., 2003, Six priorities that make a great strategic decision, Journal of Business Strategy
Franklin, C., Your market analysis and marketing plan, Berkley Center for Entrepreneurial Studies
Golden, B.L., BUDT 725: Models and applications in operations research, Vol. 1 -- Customer relationship management through data mining
Hanley, D.C., 2001, Peace activists boycott Estee Lauder products, while Arabs revive plan for Israel boycott, Washington Report on Middle East Affairs, http://www.wrmea.com/archives/april01/0104059.html last accessed on December 19, 2011
Part of the marketing program is to broaden the customer base to be more reflective of LA's total demographics. Such basic information can be collected by the intake staff, and can then be compared against data from prior to the marketing effort. If there is a specialized campaign -- say taking out ads in an ethnic newspaper -- we can track to see if there was a bump in the demographics of that group among our customers. Such direct studies can also help understand how best to reach specific target markets, especially the larger ones that can be segmented.
The major evaluative categories are profitability, productivity and efficiency. All three derive from targeting certain customer types that will help improve each of these things. Efforts in these areas can indicate successful execution of the marketing plan. That said, successful conception of the marketing plan will be measured more on whether…
CIC is a cardiac imaging center that has just opened, trying to win business from the established competitors in town with better equipment and service. The focus in terms of building market share is to oriented the marketing reps to build strong relationships with the physicians and the payers, both of whom are key drivers of business. This will help CIC to take advantage of the favorable social conditions of an aging population to build revenue and become profitable.
The challenge is to successfully market Cardiac Imaging Center. This is a new business, so there needs to be an emphasis on gaining exposure and gaining referrals in order to build the business. Key goals will be associated with revenue, market share, number of patients, number of partner physicians and profit.
Cardiac Imaging Center (CIC) is a new business that has just been completed. The…
Cassidy, J. (2013). Some good news on health care. The New Yorker. Retrieved April 1, 2014 from http://www.newyorker.com/online/blogs/johncassidy/2013/11/the-good-news-on-health-care.html
Garber, K. (2013). Payer mix for community hospitals. American Hospitals Association Resource Center. Retrieved April 1, 2014 from https://aharesourcecenter.wordpress.com/tag/hospital-payer-mix/
Mantkelow, J. (2014). PEST analysis. MindTools.com. Retrieved April 1, 2014 from http://www.mindtools.com/pages/article/newTMC_09.htm
QuickMBA. (2010). Porter's five forces. QuickMBA. Retrieved April 1, 2014 from http://www.quickmba.com/strategy/porter.shtml
Starbucks can be left without profits if it markets its products in the wrong locations. Place is the sites at which the company avails its products. This includes channels of distribution from the distribution point to the end customer. Starbucks attempts to minimize the distance customers have to move to the point where the product is sold. This is followed by targeting the appropriate target market before making decisions on how the products will be availed to them. For instance, because Starbucks is selling trendy food products, opening stores in rural areas will not bring any profits. They must take their products to locations where youthful people tend to hangout such as malls and multiplexes. This is the only way for them to gain maximum attention from the target market (Haberer, 2010).
Moreover, Starbucks must develop a pattern of being alert to offer the ease of shopping. When Starbucks…
Lamb, W., Hair, F., & McDaniel, D. (2012). Essentials of marketing. Mason, Ohio: South-
Western Cengage Learning.
Gitman, J. & McDaniel, D. (2009). The future of business: The essentials. Mason, OH: South-
Western Cenage Learning.
Nostalgia and taste
Nostalgia for a comfortable life, sitting around the campfire singing songs with Jack, fun, happiness, acceptance, and comfort.
2. Ad strategy through components above: "Campaign -- oses for Your Mother for Mother's Day From FTD." -- basic idea, field of roses, talking with each other, they can't wait to be picked fresh and sent for special occasion; vying for who gets to surprise Mom and why. ather than animation, use of computer aided techniques, the real roses "appear" to talk in the field. No humans are shown in the commercial.
oses for Your Mother for Mother's Day -- From FTD
Combination Conative and Promotional
Designed to convince consumers that roses are special and that for the upcoming MD holiday, it is best to send something unique that Mom would not expect.
Emotional -- Guilt, emotion
Consumers are usually at…
REFERENCES & WORKS CNSULTED
DuPlessis, E. (2008). The Advertised Mind: Groundbreaking Insights Into How Our Brains
Respond. Kogan Press.
"Jack in the box Launches Campaign," (February 1, 2010). Marketing Daily. Cited in:
Marketing stimulus constantly surrounds consumers. It is prevalent throughout much of the traditional forms of media with respect to print, television and radio. As such, due to the overall ubiquitous nature of advertising, ads that are often very well planned, do not receive the attention they should otherwise warrant. This occurs due to a litany of factors. Many of these factors pertain the nature of advertising itself. The sheer number of advertisements can be overwhelming for the average consumer. Studies have proven that a consumer needs roughly 7 views of a particular ad to simply remember the product or service. However, these 7 views must occur in the context of many thousands of ads that present themselves daily. Therefore the competition for a share of the consumers mind is tough given the circumstances prevailing today.
One company that does a good job with marketing is that of Nike. The company…
Go to a Wal Mart or Target and find the following marketing strategies in action:
An example of how an end-cap is used to highlight a product
An end cap is a display product that is placed at the end of the aisle. An example of how an end cap can be used to highlight a product is with Coca Cola. As, this is place where they will build a creative display to capture the mood for a particular time of year (in this case it is football or Halloween). This helps Coke related products to stand out in relation to other merchandise. Once this occurs, is when consumers will choose the Coca Cola that is on display at the end of the aisle. ("End Cap," 2011)
An example of a product/service that might be targeted at a specific ethnic population
A good example of product that might…
End Cap. (2011). Merriam Webster. Retrieved from: http://www.merriam-webster.com/dictionary/endcap
Cherry, K. (2011). Maslow's Hierarchy of Needs. About. Retrieved from: http://psychology.about.com/od/theoriesofpersonality/a/hierarchyneeds.htm
The attributes of the Smart Wall are that is offers the opportunity to change the look and feel of a room with some programming, in particular a smartphone app that can activate the wall covering. The wall covering is billed as a wallpaper but it is not really that, since it is comprised of LED lights that are controllable with the app, and thereby able to change the colors and patterns of the wall, giving total flexibility for the look and feel of a space. The app will be available for both Android and Apple and will use Bluetooth to communicate with the SmartWall.
The attribute is interesting, and certainly not something that has been seen much. Thus, there is some risk here in that the market for this is not all that well-known. For example, there have been a few things with variable lighting on walls…
American Blinds. (2013). Wallpaper trends. American Blinds. Retrieved December 1, 2013 from http://www1.americanblinds.com/control/infopage?page=wallpapertrends.html&master=resourcecenter
Doorknob. (2013). Make room! Cool color-changing walls for your home. Doorknob. Retrieved December 1, 2013 from http://dornob.com/make-room-cool-color-changing-walls-for-your-home/
IBIS World. (2013). Interior designers in the U.S.: Market research report. IBIS World Retrieved December 1, 2013 from http://www.ibisworld.com/industry/default.aspx?indid=1410
Macron, M. (2013). Contemporary wallpaper design trends. HGTV Retrieved December 1, 2013 from http://www.hgtv.com/decorating-basics/design-trend-contemporary-wallpaper/pictures/page-13.html
eview of marketing and promotional model
Any organization's marketing program must take into perspective its marketing strategy and analysis, the target marketing process, marketing planning program development, and the target market. As a person in charge establishing a marketing campaign for a product in its mature stage of the product life cycle, it is imperative that a marketing strategy is developed. The person establishing the marketing campaign has to determine the product or service area and market in which the product is to compete (Breaugh, 2011). The strategic marketing plan must take into consideration an organization's corporate strategy. The marketing strategic plan should act as a guide to specific marketing programs and policies. The process of development of a strategic marketing plan should be based on situational analysis. There are three steps that have to be followed in the process of developing a marketing strategy. These are opportunity…
Breaugh, J.A. (2011). Modeling the Managerial Promotion Process. Journal of Managerial
Psychology, 26(4), 264 -- 277.
Foong, L. (2011). Comparing Centralized vs. Decentralized Marketing-Finding Middle Ground.
Retrieved February 1, 2014 from http://louisfoong.com/comparing-centralized-vs.-decentralized-marketingfinding-middle-ground/
Marketing Effectiveness Memo:
Marketing is an important aspect of every business, especially hospitality establishments because they operate in an increasingly competitive market. Every business should develop effective marketing strategies that are geared towards attracting customers. When developing marketing strategies, the focus of the initiatives should be ensuring that the product and/or service meets the demands of customers. These marketing initiatives should also act as the foundation for developing and sustaining long-term relationships with customers. One of the major establishments in the hospitality industry that has benefited from comprehensive marketing strategies and initiatives is McDonalds Corporation in fast food operation.
McDonalds Marketing Efforts and Target Audience:
As previously mentioned, McDonalds Corporation is one of the establishments in the hospitality industry that has profited significantly from comprehensive marketing strategies and initiatives. The essence of the firm's marketing efforts is emphasis on becoming the best fast-food restaurant rather than becoming the biggest fast-food…
Lamb, C., Hair, J. & McDaniel, C. (2007). Marketing (9th ed.). Mason, OH: Cengage Learning.
"Marketing Strategy of McDonalds." (2007). Sales & Marketing Strategies. Retrieved February
15, 2014, from http://sales-management-slides.com/marketing-strategy-of-mcdonalds/
Yastrow, S. (2010, January 12). Do You Focus on Internal Marketing? Retrieved February 15,
This is why those service providers to other businesses often stress customer results in the core industries they compete in. These customer successes show the depth of expertise in a given area. These success stories make services tangible to customers. Marketing strategies used to support this approach include the widespread use of video and interactive online materials to show the problems solved and results delivered with a service. The greatest proof point any business can have is their customer base explaining how they were able to solve a major problem or issue using the service.
esponse to Question #4
The strategy for pricing the GasEnhance device needs to be more focused on how to create a long-term competitive advantage, and less about how to penetrate a market quickly to gain market share. This product needs to be launched with a premium, highly defensible pricing strategy that takes full advantage of…
Choudhary, V., Ghose, A., Mukhopadhyay, T., & Rajan, U. (2005). Personalized pricing and quality differentiation. Management Science, 51(7), 1120-1130.
Holmstrom, J., Framling, K., Kaipia, R., & Saranen, J. (2002). Collaborative planning forecasting and replenishment: New solutions needed for mass collaboration. Supply Chain Management, 7(3), 136-145.
Lusch, R.F., & Brown, J.R. (1982). A modified model of power in the marketing channel. JMR, Journal of Marketing Research, 19(3), 312-312.
Rao, S., Goldsby, T.J., & Iyengar, D. (2009). The marketing and logistics efficacy of online sales channels. International Journal of Physical Distribution & Logistics Management, 39(2), 106-130.
On the contrary, technology forces will impact the Hershey Company since the technological knowledge of consumers impacts their desires for products and services. This is primarily because technological advances have created opportunities for new products, new methods for influencing customers, and new selling methods.
Strategies for Overcoming Threats:
Generally, the technological, societal, and economic factors provide marketing environment factors that pose marketing threats to the approaches adopted by the Hershey Company is selling and distributing its products and services to its customers. Marketing threats are environmental factors that can hinder the organization from accomplishing its marketing goals and objectives. The identification of these forces in the external environment is part of the strategic planning process through conducting a SWOT analysis. Consequently, the firm needs to overcome these threats through adopting some appropriate and effective strategies.
For the Hershey Company to deal with these marketing threats, some of the most suitable…
Linton, I. (n.d.). Strategies to Overcome Marketing Threats. Retrieved September 19, 2012, from http://smallbusiness.chron.com/strategies-overcome-marketing-threats-38186.html
Sena, M. (n.d.). Chocolate Industry Analysis 2012 -- Costs and Trends. Retrieved September 19,
2012, from http://www.franchisehelp.com/industry-reports/chocolate-industry-report
"The Hershey Company." (2009). United States Securities and Exchange Commission. Retrieved September 19, 2012, from http://library.corporate-ir.net/library/11/115/115590/items/328854/D45A89C2-B130-4B31-A2B0-2AEB3BF43CBA_hsy_10K.pdf
Satisfaction of Market Needs as the First Step towards Product Development
Product, Price, Place, and Promotion are the core foundation of the marketing mix. The designing of a product initially goes through the product-development process. It starts off with the idea itself, then the concept, followed by a prototype, which is then placed under a product test, market test, and then finally launched. The success of high performers in the market is highly dependent on a thorough understanding of the market demand. A Deep insight into the need that is being met is the best guarantor of success in the short and longer term (Kotler et. al 300).
A new product launched within a market would only be successful if its features and specifications truly resonate with clients' requirements, and if there are sufficiently large segments and demand structures at which the product launch is focused on.…
Kotler, Philip, Armstrong, Gary, Wong, Veronica and Saunders, John, A. The Principles of Marketing. USA: Prentice Hall. (2009)
Tellis, Gerard, J. "Modeling Marketing Mix." Conceptual Applications. 24: 506-522 (2006).
12 November, 2012 < http://www-bcf.usc.edu/~tellis/mix.pdf >
Marketing Is About Service Encounter
Concept of Marketing
Marketing as an Organization-wide Philosophy
Role of Marketing in usiness
Marketing egins and Ends with the Customer
Concept of Marketing Mix
Impact of Globalization on Marketing
What are Services
Service Encounters: The uilding locks for Customer Perceptions
Impact of Globalization on Service Encounter
The Importance of Encounters
Marketing is about Service Encounter
Concept of Marketing
Marketing is all about managing strong relationship with customers. It is a process through which companies create value for their customers with the intention to build strong customer relationships in order to gain value from customers in return.
In this era of advancement, no company across the globe can ignore the significance of marketing. A company's monetary achievement mainly depends upon careful marketing efforts. Now the question arises that why financial success is linked with marketing. The answer is quiet simple. An excellent product with best quality…
D'Souza, E,, Menon, & Ajay (1995), 'Toward a Framework for Technology in Service Encounters', Journal of Managerial Issues, vol 7, no. 4, pp. 55-64.
Jayawardhena, C, Souchon,, Farrell, & Glanville, (2007), 'Outcomes of service encounter quality in a business-to-business context', Industrial Marketing Management, vol 6, no. 36, pp. 575-588.
Saunders, G,, Petzer & J., (2010), 'The Interrelationship between Service Quality, Satisfaction and Behavioural Intention by Customer Stage in the Service Delivery Process', Management Dynamics, vol 19, no. 1, pp. 112-123.
Tu, R, Ke, AC, C. J, LC & Tu, P (2007), 'The Changing Expectations of Consumers in Cross-Cultural Service Encounters', International Management Review, vol 3, no. 3, pp. 45-54.
Marketing Plan for Eleftria Tablet
Latest Changes In Red Text
Marketing Plan for Eleftria Tablet PC
The Eleftria Tablet PC is a revolutionary product in that it combines the latest developments in networking technologies, open source operating systems to keep costs low, and the ability to act as a central scheduling device for busy households. As of September, 2011 there are no tablets or low-end smart phones that have the ability to synchronize to multiple schedules while also being able to communicate over Wi-Fi to all devices in a household. As this Tablet PC can also be used for managing a household's many tasks and drastically reducing trips and time spent coordinating with other household members around key tasks and activities. As this device will be able to interact and integrate with all other Wi-Fi networks in the home, enhancements could be built that would take inventory of commonly depleted…
Marketing espect Your Elders
In espect Your Elders, Stein and Delvaney (2012) make a case for traditional, offline marketing techniques. They predominantly make the case that these can serve as a complement to digital techniques, and they support their argument with a number of key points. The first is that while everybody seems to have fully embraced digital marketing techniques, this has left offline techniques less saturated than they were before. The second point the authors make is that markets respond differently to different types of marketing, and there are certain advantages that offline techniques have over digital techniques. The authors cite in particular that fostering brand loyalty is easier with offline modes of reaching the customer.
Digital versus Traditional Marketing
Schwarzl and Grabowska (2015) provide an overview of some of the principles of digital marketing strategies, but in doing so they highlight a key factor in the importance…
Lewis, M. & Ling, P. (2016) \\\\\\\"Gone are the days of mass media marketing plans and short-term customer relationships\\\\\\\": Tobacco industry direct mail and database marketing strategies. Tobacco Control. Vol. 25 (4) 430-436.
Pappas, N. (2016) Marketing strategies, perceived risks, and consumer trust in offline buying behaviour. Journal of Retailing and Consumer Services. Vol. 29 (2016) 92-103.
Schwarzl, S. & Grabowska, M. (2015) Online marketing strategies: The future is here. Journal of International Studies. Vol. 8 (2) 187-196.
Serpico, E. & Ruggieri, A. (2015) Customer Centric Marketing Strategies: The Importance of Measurement of Customer Satisfaction Offline vs Online. University of Tuscia Viterbo.
Case #8: Global Strategies
Critically evaluate Dolce & Gabbana's decision to launch 15 new stores in China
Dolce & Gabbana's decision to launch 15 new stores in China is a smart one. First, the U.S. Visa process is making it difficult for Chinese tourists to shop here, so D&G will have to take business there in order to get to those Chinese consumers who cannot buy here. Secondly, sales of luxury goods in mainland China were expected to reach $16.9 Billion dollars in 2011, which is a huge market, so G&B is going after some of those Billions. Third, G&B already has 26 stores there, so they are already known in China and G&B already know they can successfully sell in China. Fourth, they can sell a lifestyle of D&G, just as Ralph Lauren did, so that people will buy new products that support that imagined lifestyle.
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.
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..
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
Brand equity of trusted advisor for CM application delivery.
Source: Framework based on the concepts presented in (Yoo, Donthu, Lee, 2000)
Aaker, D.A. (2012). Win the brand relevance battle and then build competitor barriers. California Management eview, 54(2), 43-57.
Aremu, M.A., & Bamiduro, J.A. (2012). Marketing mix practice as a determinant of entrepreneurial business performance. International Journal of Business and Management, 7(1), 205-213.
Friedman, H.H., & Friedman, L.W. (1987). Marketing methods for software. The Journal of Systems and Software, 7(3), 207-207.
Ghose, K. (2009). Internal brand equity defines customer experience. Direct Marketing, 3(3), 177-185. D
Katzmarzik, a. (2011). Product differentiation for software-as-a-service providers. Business & Information Systems Engineering, 3(1), 1-31.
Joseph, J.V. (2009). econciling marketing vs. branding return on investment. ochester, ochester, NY.
Aaker, D.A. (2012). Win the brand relevance battle and then build competitor barriers. California Management Review, 54(2), 43-57.
Aremu, M.A., & Bamiduro, J.A. (2012). Marketing mix practice as a determinant of entrepreneurial business performance. International Journal of Business and Management, 7(1), 205-213.
Friedman, H.H., & Friedman, L.W. (1987). Marketing methods for software. The Journal of Systems and Software, 7(3), 207-207.
Ghose, K. (2009). Internal brand equity defines customer experience. Direct Marketing, 3(3), 177-185. D
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
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/
Marketing Power Dictionary (2011). American Marketing Association.. Available December 3, 2012 at http://www.marketingpower.com/_la
Marketing Made Simple. (n.d.). Available December 3, 2012 at.
Marketing Information System
This is a type of management information system that is designed for supporting the process of marketing decision making. This is a system which is planed and entails the collection, processing, storage and dissemination of data in information form required in carrying out management functions.it is also termed as a system made up of people, equipment and procedure which are used in gathering, sorting, analyzing, evaluating and distribution of data to managers according to the required informational needs regularly. There are four main components of marketing information system these are internal records which gives reliable inside information of an organization; marketing intelligence that gives information collected from external sources; marketing research for solving marketing problems in an organization and marketing decision support system comprise of tools that assist managers in data analysis hence better decision making. The marketing decision support system enables marketers to get the information…
Johnson, R. (2011).The 8 different pricing objectives. Retrieved June 26, 2013 from http://vwmarketingsolutions.ca/2012/07/the-8-different-pricing-objectives/
Opdenakker, R. (2006). Forum; Qualitative social research. Advantages and Disadvantages of Four Interview Techniques in Qualitative Research. Volume 7, No. 4, Art. 11. Retrieved June 26, 2013 from http://www.qualitative-research.net/index.php/fqs/article/view/175/391
Price, R. (2010). The Basic Steps of the Marketing Research Process. Retrieved June 26, 2013 from http://smallbusiness.chron.com/basic-steps-marketing-research-process-30942.html
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
Built in entertainment
Seating for seven
Dual fold down DVD screens
Dual sliding power doors
earview back camera
Large cargo capacity
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
Alloy Wheels, Auto Light Control System, Navigation System, Bluetooth with voice recognition, ear seat DVD entertainment system
Alloy Wheels, Dual Sliding Doors, Star Safety System, Tire Pressure Monitor System
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…
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:
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.
Best in Show is going to face tremendous difficulty in bringing Show Circuit to market. There are a number of problems that the company faces, among them issues of targeting, promotional spending and positioning. The product is inherently high end, given the cost of production, so this must be taken into consideration when devising the marketing strategy. The market has not been adequately segmented at present, because no psychographic segmentation has been done. The research thus far merely assumes conclusions about end users -- for example that appeals like having your dog eat what you eat are actually going to be effective or that talking to consumers like this is the 1950s (find it in the freezer section of the grocery store) is going to make sense to the younger, urban consumers of 2008. These assumptions should be undone and the market understand in a more sophisticated manner if…
Marketing Development of Beverage
Dear Marketing Team
Marketing Development of Beverage
As our company is in the process of marketing development of a new beverage, I am determined to have the impressive launch of the product. In this regard, I am analyzing the advertisement strategies of various players in the same industry. This practice is carried out with the perspective of applying the plus points of the advertisement in our advertisement and avoiding the pitfalls. As we have ready samples collected from industry, we can evaluate the effectiveness of advertisement and manage to get the desired results out of it.
In my discussions with people, I got to know that they like advertisement of Coca-Cola. I also felt that Coca-Cola has monopoly in certain areas and people are loyal to it (Mennen, 2010) as their forefathers were also fond of this drink. I searched for the ads of…
Google Images. (2013). Coca Cola. Retrieved from http://www.google.com.pk/imgres?q=COCA+COLA+AD&um=1&hl=en&sa=N&biw=1366&bih=624&tbm=isch&tbnid=DTZclSuDH0FkYM:&imgrefurl=http://www.toxel.com/inspiration/2008/08/02/collection-of-cool-coca-cola-ads/&docid=oxHvIpF3epem0M&imgurl=http://www.toxel.com/wp-content/uploads/2008/08/cocacolaads17.jpg&w=450&h=663&ei=elFeUcrtGJOhiQe-mIHoDQ&zoom=1&ved=1t:3588,r:13,s:0,i:184&iact=rc&dur=649&page=1&tbnh=182&tbnw=126&start=0&ndsp=24&tx=74&ty=77
Mennen, M. (2010). An Investigation Into the Role of Emotional Branding in the Cola Market with particular reference to Coca Cola. Germany: GRIN Verlag.
Sengupta, S. (2005). Brand Positioning. New Delhi: Mcgraw Hill Publishing Limited.
Consumer involvement refers to the amount of time, though and energy that a consumer puts into a particular purchase decision (McNamara, 2014). This can be categorized along the emotional/rational scale. So many small purchases like impulse purchases are low involvement. At the very low involvement end of the scale is something like fries with your burger -- you might not even want them, and accept the suggestion for them almost reflexively. At the high involvement end of the scale would be something like the military bidding process, or for consumers buying a house or car. A medium-involvement purchase involves at least some thought. An example might be new headphones -- it's not an impulse purchase but unless you're ad audiophile there is only so much energy you will put into that purchase.
For marketers, the optimal situation for a low involvement purchase is to reduce the search for…
Brisoux, J. & Laroche, M. (1981). Evoked set and composition: An empirical investigation under a routinized response behavior situation. Advances in Consumer Research. Vol. 8 (1981) 357-361.
Cauberghe, V. & Pelsmacker, P. (2008). The impact of banners on television: The role of program interactivity and product involvement. CyberPsychology and Behavior. Vol. 11 (1) 91-94.
Lin, L. & Chen, C. (2006). The influence of country-of-origin image, product knowledge, and product involvement on consumer purchase decisions: An empirical study of insurance and catering services in Taiwan. Journal of Consumer Marketing. Vol. 23 (2006) 248-265.
Martin, C. (1998). Relationship marketing: A high-involvement product attribute approach. Journal of Product & Brand Management Vol. 7 (1) 6-26.
Marketing and Branding a Healthcare-elated product
Marketing and Branding Lipitor
Target markets, branding, marketing strategy, execution and product positioning all directly contribute to the market share and profitability of a product. In the marketing and selling of healthcare related products, brands must communicate a viable and realistic solution t a patient's condition to be seen with credibility and trust (Angelmar, Angelmar, Kane, 2007). The intent of this analysis is to evaluate the marketing strategies of Lipitor, a best-selling drug of Pfizer Corporation used for treating high cholesterol and its related heart disease effects. This drug generated $10.7B in the company's latest fiscal year according to their annual report and is also considered one of the top-selling drugs throughout the entire pharmaceutical industry. Beginning with an analysis of the Lipitor target market, and progressing through their branding strategies, analysis of product success and recommendations for future marketing strategies, this paper provides…
Angelmar, R., Angelmar, S., & Kane, L.. (2007). Building strong condition brands. Journal of Medical Marketing: Special Issue New Paradigms in Life Sciences Marketing, 7(4), 341-351.
Iain Black. (2005). Pharmaceutical marketing strategy: Lessons from the medical literature. Journal of Medical Marketing, 5(2), 119-125,106.
Griffiths, S.. (2008). Pharmaceutical branding: 'To brand or not to brand'. Journal of Medical Marketing, 8(2), 113-118.
Krion, D., & Shockley, R.. (2011). How Pfizer Uses Tablet PCs and Click-Stream Data to Track Its Strategy. MIT Sloan Management Review, 53(1), 1.
Marketing Strategy for KitKat Desktop Publishing
Creating an independent desktop publishing business from one's home is indeed an exhilarating prospect. Entrepreneurship offers one a career of truly boundless possibilities and the intoxicating freedom of being one's own boss. However, such a path is not without challenges; there are the regulatory and compliance issues, financial issues, start-up capital needed to be gathered, evaluation of technology systems, and marketing (Schulaka, 2009). When it comes to the last challenge, marketing, this truly is an aspect which can make or break a business, particularly a nascent business and one which is small and developing. "Marketing and entrepreneurship are traditionally regarded as two separate academic disciplines" (Hills et al., 2008). However, such a perspective is inherently flawed. Strategic marketing in necessary for a small business to exist, survive and thrive, particularly for a small, home-based business. The best marketing strategy for such a specific type…
Esales. (n.d.). 7 Key Benefits to Blog Marketing for Your Business. Retrieved from Streetdirectory.com: http://www.streetdirectory.com/travel_guide/113659/blogging/7_key_benefits_to_blog_marketing_for_your_business.html
Forbes.com. (2012, August 3). The 6 Basic Components Of A Strong SEO Strategy For Online Retailers. Retrieved from Forbes.com: http://www.forbes.com/sites/theyec/2012/08/03/the-6-basic-components-of-a-strong-seo-strategy-for-online-retailers/
Hills, G., Hultman, C., & Miles, M. (2008). The Evolution and Development of Entrepreneurial Marketing. Journal of Small Business Management, 99-112.
Kumar, A. (2011, December 19). Five Effective SEO Strategies to Optimize Your Business Blog. Retrieved from Entrepreneuer.com: http://www.entrepreneur.com/article/222499
The essence of any successful entrepreneurial strategy is in creating significant value for the customer (Drucker, 1985). Microsoft needs to shift towards a more open API-based product strategy that allows for more rapid innovation from hardware and services partners both. This direction alone will help Microsoft to compete more effectively over the long-term, by giving them the ability to compete for precious developer resources and times with partners and service providers.
Second, Microsoft needs to think more about their phone strategy from the standpoint of how they can create the smartphone of the future as a computing platform. One of the best strategies for accomplishing this is to concentrate on having their operating systems be more oriented towards creating a technology-agnostic platform for social media websites and applications. The advent of social media websites have given every customer a much greater level of communication and clarity, so much so that…
Apple, Investor Relations (2013). Investor Relations. Retrieved April 18, 2013 from Apple Investor Relations and Filings with the SEC Web site: http://www.apple.com/investor/
Andrus, R.R., & Reinmuth, J.E. (1979). Avoiding research myopia in marketing analysis. Business Horizons, 22(3), 55-55.
Ataman, M.B., Van Heerde, H.,J., & Mela, C.F. (2010). The long-term effect of marketing strategy on brand sales. JMR, Journal of Marketing Research, 47(5), 866.
Josh Bernoff, Charlene Li. (2008). Harnessing the Power of the Oh-So-Social Web. MIT Sloan Management Review, 49(3), 36-42.
MAKETING PLANNING www.innocentdrinksandfoods..uk pls make uts original... life. Part 1: Identify a selection competitors (minimum 3 competitors) criteria price, quality, brand, level advertising, product range Using strategic positioning tools PLC, BCG matrix perceptual mapping, identify competitive advantage organization Part 2: Identify marketing objectives Ansoff's growth matrix Part 3: Identify a growth strategy Ansoff's growth matrix propose a short-term marketing strategy (marketing mix recommendations) target market.
Competition and competitive advantage
Based on the nature of the products sold, as well as the means of targeting the customers, Innocent faces severe competition from three distinctive players:
Orchard House Foods Limited
Premier Foods Plc. And Wellness Foods Limited (Hoovers, 2011).
The competition posed by each of these entities is important, but it must also be noticed that each firm is characterized by its own strengths and weaknesses. At the level of Innocent, these are best observed through the lenses of the…
Bock, M., 2010, Governance risk management and financial product development in Islamic financial institutions, GRIN Verlag
Daft, K.M., Vershina, N.., 2010, Management, International edition, Cengage Learning EMEA
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Pooler, J.A., Pooler, J., 2003, Why we shop: emotional rewards and retail strategies, Greenwood Publishing Group
His income level is reasonable enough to allow him to afford to buy a product that is at least average priced.
Another threat that needs to be dealt with is the fact that the age category we are addressing is most predisposed to change. People in this age group have a tendency to change their car once every a couple of years, change the electronics around the house, change the computer, etc. Compared with the over 55 category, much more conservatory, the consumers we are targeting have lower customer retention indicators and consistent additional effort needs to be made in this sense.
The third threat from the market that needs to be mentioned is related to technological obsoleteness and the implications deriving here from. One of the causes of the customer retention indicator I have previously mentioned is related to the fact that new technological features constantly appear in short…
Marketing Case Study
Try to remember the billboards on your commute to work or school. How many do you think there are? Explain why you remembered any of them. Next time you are on that route, note how many billboards there actually are. Are they effective?
Of the many billboards passed on the way to work and school every day, the most noticeable are those that promise low-cost health insurance and healthcare. These billboards are the most effective as they are very colorful and full of energy with smiling kids, big families and everyone just the picture of health. These billboards stand out because of their generous white space surrounding models who are hired due to the healthy complexions, athletic physiques and incredibly perfect teeth. That is what most amazes me about the healthcare billboards; the models all have perfect smiles and complexions as they promote Blue Cross Blue Shield,…
Donthu, N. (1994). Effectiveness of outdoor advertising of services. Services Marketing Quarterly, 11(1), 33-33.
Duncan, C.P., & Nelson, J. (1985). Effects of humor in a radio advertising experiment. Journal of Advertising, 14(2), 33-33.
Fortenberry, John L, Jr., PhD., McGoldrick, P.J., PhD., & French, George E, I.I.I., F.A.C.H.E. (2010). Is billboard advertising beneficial for healthcare organizations? An investigation of efficacy and acceptability to Patients/Practitioner Application. Journal of Healthcare Management, 55(2), 81-95; discussion 95-6.
Miller, D.W., & Marks, L.J. (1997). The effects of imagery-evoking radio advertising strategies on affective responses. Psychology & Marketing, 14(4), 337-360.
Coined by marketing guru Jay Conrad Levinson, guerrilla marketing is marketing that is unconventional, nontraditional, not by-the-book, and extremely flexible. The nine major differing factors from conventional marketing provided in "360 Degree Internet Marketing - Think Outside the ox for Minimum Cost, Maximum Results," (2001), are:
Instead of investing money, you invest time, energy and imagination.
Instead of guesswork, you utilize our expertise and experience.
Instead of measuring your success in terms of traffic, responses or sales, you do so in terms of profits - your bottom-line.
Instead of ignoring customers once they've purchased, you follow-up for cross-sales, up-sales, and referral sales with great persistence.
Instead of only concentrating on making sales, you are dedicated to making relationships, which result in many more sales over the long-term.
Instead of focusing on a single strategy, you utilize a combination of many.
Instead of growing large and diversifying, you grow profitably…
360 Degree Internet Marketing - Think Outside the Box for Minimum Cost, Maximum Results," (2001), (Bulls Eye Marketing Group), Available: http://www.bullseyemarketinggroup.com/guerrillamarketing.html (Accessed 2003 March 1).
Arora, S. (2000), "Guerilla Launch Tactics," (eFuse), Available: http://www.efuse.com/Grow/guerilla_marketing.html (Accessed 2003 March 2).
Case Studies," (the Viral Factory), Available: http://www.theviralfactory.com/casestudy.htm (Accessed 2003 March 1).
Churchill, C. "Search Tip: Use Gateway Pages," (NetMechanic), Available: http://www.netmechanic.com/news/vol2/search_no2.htm (Accessed 2003 March 2).
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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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.
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.
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
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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.
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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/
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Daft, R.L. (1997). Management. Fort Worth, TX: Dryden Press.
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.
With this in mind, the marketing division would notify the &D (research and advancement) division to produce a prototype of a service or product based upon the customers' brand-new needs.
The manufacturing division would then begin to produce the item, while the marketing division would concentrate on the advertising, circulation, rates, and so on of the item. Furthermore, a company's finance division would be gotten in touch with, with respect to securing ideal financing for the advancement, manufacturing and promo of the item. Inter-departmental disputes could happen, need to a company abide by the marketing alignment. Manufacturing might oppose the installment, support and maintenance of brand-new capital stock, which might be had to produce a brand-new item. Finance might oppose the necessary capital expense, because it could possibly weaken a healthy capital for the company.
A difference needs to be made in between marketing research and marketing research. Marketing research…
Hochbaum, D.S., Moreno-Centeno, E., Yelland, P. And Catena, R.A. (2011). Rating Customers According to Their Promptness to Adopt New Products, Operations Research 59(5): 1171-1183.
Kotler, P. And Keller, L.K. (2012). Marketing Management 14e. Pearson Education Limited.
The Definition of Marketing. American Marketing Association. Accessed from: http://www.marketingpower.com/AboutAMA/Pages/DefinitionofMarketing.aspx. This definition is part of the ongoing, Common Language: Marketing Activities and Metrics Project.
Here the marketer tries to project the product as an answer to these conflicts (Consumer Behavior: Chapter 3, 2010).
With motivation having such a major influence on consumption patterns of the customer, there is a strong need to learn about it as part of marketing research. Qualitative methods of observation, focus groups and in-depth interview and analysis are often used to try and understand the hidden motives of a consumer. The level of participation or how interested the consumer was about a product decides the degree of motivation a consumer had to buy a particular product. The foundation of stimulation and the particular situation the consumer is in when they come into contact with the product also determine the level of connection (Consumer Behavior: Chapter 3, 2010).
It could vary in degree, in which the customer's involvement could be at the basic stage which is passive or low. On the…
Baker, Michael J. And Saren, Michael. 2010. "Marketing Theory: A Student Text." Sage
"Consumer Behavior: Chapter 3." 2010. Available at:
All legal stipulations in regard to the usage of licensed and branded merchandise would be respected.
It is initially expected that the aerobics class would sell subscriptions to 1,500 customers. This high volume of sales would be due to promotional offers which promote the aerobics class at lower retail prices. As the promotions expire however, a small decline in the number of sales is expected. The company is however confident that it will manage to sell an estimated 1,300 products following the expiry of the promotions and that it will be able to sustain this level. Additionally, organizational improvements in the product offer and new marketing campaigns would also be implemented and they would attract new customers and as such generate more sales.
Three sponsorships contracts are to be signed -- they have already been negotiated and they would be completed as the project is launched.…
Beech, J., Chadwich, S., 2007, The marketing of sport, Pearson Education
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Mills, G., 2002, Retail pricing strategies and market power, Melbourne Univ. Publishing Schlossberg, H., 1996, Sports marketing, Wiley-Blackwell
Profits are optimized by increasing customer satisfaction and integrating the customer into the organizational goals.
If anything, the organizations need to be more creative than ever. Marketing needs to be a part of product development, and market research needs to continue to be a part of product innovation. The organizations need to take the input from their consumer community and implement it into their product line. A company's challenge is to collect information at the same time as not discouraging innovation. A way to further this concept is to have a team effort between the consumers and the companies where there is a continual interchange of ideas and critique and testing.
Moore's approach that wants to control consumers rather than understand them is almost in the caveman era. It is not that the marketing concept is erroneous. It is that the organizations using this concept are not farsighted enough to…
Drucker, P.F. (1954) the Practice of Management. Harper & Row.
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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…
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Illustrate the differences between a straight rebuy, modified rebuy, and a new task purchase. Why is it important to understand the differences?
A straight rebuy is the purchase of standard parts, maintenance, or repair, and operating supplies, or any recurring need purchased on a routine basis (Kotler, 2006). For example, the routine purchase of printing paper is a straight rebuy. A modified rebuy is a situation in which purchasers have experience to draw on, and consider alternatives to previous purchasing (Kotler, 2006). For example, if a company recently purchased a new printer from vendor A, but was not satisfied, they may decide to purchase from vendor B. In the same situation next time. A new task purchase is a situation in which purchasing does not have previous experience with a requirement, and thus, has no relevant knowledge of product solutions (Kotler, 2006). For example, if a company requires the purchase…
Bell, J. (2006.) Strategic vs. tactical marketing - understand and profit. Retrieved Dec. 14, 2006 from Marketing Strategies. Web site: http://www.businessseek.biz/article-directory/article-531.html .
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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.
"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 Plan for Combined Home and Cell Phones:
Home and cellular phones have transformed the communications arena since they have revolutionized the perceptions of people regarding voice communications. Traditionally, home phones have been the most commonly used tools for voice communications while cellular phones remained inaccessible to many customers because of their high costs. However, in the past few years, both home and cell phones have been widely used as communication gadgets. The use of cell phones has been fueled by the investment of time and resources to develop the system's capacity and lessen their costs as well as the emergence of several cellular phone companies. While the traditional home phones are still in use across many residential places, cell phones have become increasingly common because they have been developed into large-scale consumer products. The focus on marketing both home and cell phones acts as a new positioning and beneficial…
"Cell Phones Retailer Business Plan." (n.d.). Bplans: Your Business Starts Here. Retrieved April
6, 2012, from http://www.bplans.com/cell_phones_retailer_business_plan/executive_summary_fc.php
"Cellular Marketing Strategies." (2006, January 10). Phone Dog. Retrieved April 6, 2012, from http://www.phonedog.com/cell-phone-buying-guide/cellular-marketing-strategies/
Maxwell et, al. (2007, May 22). iPhone Marketing Plan. Retrieved April 6, 2012, from http://www.iphoners.com/threads/iPhone-marketing-plan.141/
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…
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Marketing - Nike: Company nalysis
Genius World of dvertising and Marketing
The media bombards society with commercial messages daily, both written and spoken. There are, for example, the easily forgettable newspaper ads, the brightly colored billboards on the highway that one can see while driving, or on the side of buildings, the man or woman sitting on the side of the road with a flyer, or the boring radio commercials. There are also, of course, the funny messages on the television, and those jingles and seem not to want to escape constant humming. In other words, merican are simply surrounded by these various marketing tools that say "buy this" or "try this."
In fact, according to Consumer Reports, an average merican is exposed to 247 such messages daily.[footnoteRef:1] Other sources, however, beg to differ with this estimate and offer much higher ones. For example, lf Nucifora, who is an…
A relatively free spirited company has, now, proven itself to be a strong establishment in quality, in the social forum and, perhaps most importantly, financially as well. [35: "The New Nike." Bloomberg Businessweek. (2004). http://www.businessweek.com/magazine/content/04_38/b3900001_mz001.htm , accessed July 2011.]
Nike is one of the top sportswear and sports equipment companies in the world today. The presence of a small company started in Oregon has truly grown to massive proportions, and has been aided by fantastic advertisements and witty marketing strategies throughout the 1960's and 1970's, and innovative strategies from the 1980's onwards, the most recent of which have taken advantage of the internet social networking boom to promote new ways of creating a shoe and of promoting the company's goals. Due to the company's cornering of the market and the fact that it is truly difficult to propose any new strategies (as the company has done them all), Nike will probably be around for a very long time.
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…
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