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Marketing Managing Globally Competent People

Words: 611 Length: 2 Pages Document Type: Article Critique Paper #: 42883456

The authors do a very good job of defining important terms so that the meaning is easily understood. The evidence presented in the article appears to be sufficient to support the argument that transnational competent managers necessitate a broader assortment of skills than traditional international managers. It also supports the idea that the development of transnational competent managers depends on firms' organizational capability to design and administer transnational human resource systems. The authors present a very detailed account of what a transnational human resource system is and how human resource managers can achieve one.

This article did a very good job of representing the process of how a company becomes and stays competitive in the global business environment. It also discussed in detail the reasoning behind why this is important to companies in the present day business world. The one thing that was not discussed in the article was the…… [Read More]


Adler, N.J. & Bartholomew, S. (1992). Managing Globally Competent People. Academy of Management Executive, 6(3), p. 52-65.
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Managing Projects Operations and Information

Words: 2210 Length: 8 Pages Document Type: Thesis Paper #: 18237536

The performance of each team member depends on the performance of all others, this being a team project. Constraints include time and financial resources; as such improvement requires permanent improvement effort.

isk Management. No risk has been identified related to the project's completion.

Monitoring and Controlling Mechanisms. The data analysts will develop a metric system to measure each member's performance on a weekly basis. This weekly performance will be submitted to the project manager for potential adjustments.

V. Operations management plan

Operations Strategy. An easy way to understand the meaning of operations strategy is to break the word into the two separate words: operations and strategy - these words being the opposite of each other (Slack & Lewis, 2002). 'Operations' is about the functions and procedures regarding the day-to-day processes, while 'strategy' is about the direction and scope of an organisation over a long period of time. The operations strategy…… [Read More]


Aberdeen Group. 2008. Operational KPIs and Performance Management -- Are Your Daily Decisions Based on Fact?, 

Cooper, M. & Lambert D. 2000. Issues in Supply Chain Management. Industrial Marketing Management, vol. 29: pp. 65-83.

Johnson, J. C. And Wood, D.F. 1996. Contemporary Logistics, N.J.: Prentice Hall Upper Saddle Creek.

Keah C.R.K. And Handfield, R.B. 1998 .Supply Chain Management: Supplier Performance and Firm Performance. International Journal of Purchasing and Materials Management: pp.2-9.
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Marketing Plan for Miller Inc

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

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

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

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

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

Product line and client base lack diversification.

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

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

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



The…… [Read More]


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

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

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

Cooper, Lee G. "Strategic Marketing Planning for Radically New Products." The Journal of Marketing 64.1 (2000): 1-16. Print.
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Marketing Is the Most Important

Words: 1165 Length: 4 Pages Document Type: Essay Paper #: 70242337

Arguments against Marketing Being the Most Important Function

Over the last three years the turbulent economic environment has led company senior management teams to elevate finance to the most important function in a company (Matichich, 2009). Finance has in fact become so prevalent as the core focus of companies that the Chief Financial Officer (CFO) role now has greater responsibility than ever, from Information Systems (IS) to marketing budgets (Kierulff, Petersen, 2009). Finance has also emerged as the most important function in an organization because nearly every organization has had to deal with restructuring their financial plans and methods of financing (Matichich, 2009). Financial managers argue that without restricting of credit lines, leases and costs, there would be significantly less funds available to produce and sell goods and services. Marketing is seen as secondary to the need to gain more attractive financing and credit terms, which keep the company moving…… [Read More]


Cravens, D., Piercy, N., & Baldauf, a. (2009). Management framework guiding strategic thinking in rapidly changing markets. Journal of Marketing Management, 25(1/2), 31.

Herbert Kierulff, & Henry L. Petersen. (2009). Finance is everything: advice from turnaround managers. The Journal of Business Strategy, 30(6), 44-51.

Philip Kotler. (1998). A generic concept of marketing. Marketing Management, 7(3), 48-54.

Matichich, M.. (2009). Minimizing financial risk in today's turbulent economy. American Water Works Association. Journal, 101(4), 78-84,10.
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Marketing Decisions and Strategies Embraced

Words: 1836 Length: 6 Pages Document Type: Business Proposal Paper #: 8489814

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…… [Read More]


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..
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Marketing With Globalization and the Development of

Words: 504 Length: 2 Pages Document Type: Essay Paper #: 53568147


With globalization and the development of global processes, including in business, marketing management has become more and more used as a way to best combine the company's resources and its marketing techniques and outreach. For the consumer, there are several distinct benefits that can be drawn. First of all, marketing management implies scientific research, which means a wide array of techniques, assessments and analysis, ranging from quantitative to qualitative and from experimental to observational techniques.

This translates in the fact that the companies put out products and services that address specific niches in the market and that are precisely targeting the consumers. Due to the need to remain profitable, companies are not launching projects without a previous thorough research project by which they try to better understand the consumer, understand his needs and requirements and see which of the products match these best.

This feeds into a larger perspective…… [Read More]

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Marketing Plan for a New

Words: 3685 Length: 12 Pages Document Type: Term Paper Paper #: 62284785

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…… [Read More]


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

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

2010, Nintendo Co. Ltd., Datamonitor,  last accessed on November 26, 2010

2010, Nintendo Co. Ltd., Hoovers, last accessed on November 26, 2010
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Managing Profitable Customer Relationships Marketing

Words: 1154 Length: 3 Pages Document Type: Research Proposal Paper #: 68338267

In contrast, Harley-Davidson is selling more of an experience and also a lifestyle change. For Harley, the open road and freedom is the catalyst of their unique value proposition. For Dunkin' Donuts, the trust they have created and sustain makes them a perfect choice for millions of consumers rushing to work in the morning who may have skipped breakfast at home. Harley-Davidson is all about a lifestyle change and freedom while Dunkin' Donuts has become a trusted source of excellent coffee, bakery items and excellent service.

American Express Video

After viewing the American Express video, can you identify a card that might fit your needs?

The Optima card which allows a card holder to carry a balance would be best, as the work I do has unequal payment dates. Freelance work pays irregularly so the Optima card would work best.

Also describe a credit card that you have. Is the…… [Read More]

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Marketing Strategies the American Snack Chip Manufacturing

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

Marketing Strategies

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

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

Works Cited:

Daye, D. & VanAuken, B. (2012). Product launch strategy & success. Branding Strategy. Retrieved December 14, 2012 from 

Girard, F. (2012). Concept of integrated marketing communication. eHow. Retrieved December 14, 2012 from

Foulger, D. (2004). Models of the communication process. Brooklyn College/CUNY. Retrieved December 14, 2012 from 

Inc. (2012). How to do market research. Inc. Magazine. Retrieved December 14, 2012 from
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Marketing Identify One of the Key Roles

Words: 546 Length: 2 Pages Document Type: Essay Paper #: 67017571


Identify one of the key roles of social media from a marketing management perspective? Identify two (2) ways in which social media is different from more traditional marketing tactics?

One of the most important roles that social media has from a marketing perspective is customer engagement. The examples given of how marketers are using games on Facebook to further their brand, reinforce engagement through rewards, and create more interaction with the brand illustrate this trend. There is also the aspect of engaging in a game with friends, and getting them to sign up on Facebook to play the games as well. Celebrities use this gamificaiton aspect of social media to keep their fans engaged as well.

The two ways this social media approach is different than traditional media is the interactivity and personalization aspects of it. The highly interactive nature of social media makes gamification possible. Interactivity of social…… [Read More]

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Marketing Ethics Consumers on the

Words: 757 Length: 2 Pages Document Type: Term Paper Paper #: 49460404

hat types of sports events do they go to? Are they eb savvy? Are they frequent fliers? Once you develop that kind of intimate understanding of your shoppers, you can truly begin to cultivate their loyalties" (Pedersen 1999:1).

On one hand, this may make consumers uncomfortable -- but it may also mean that when a supermarket chain discovers that the majority of its customers have young children, the chain may include a new line of baby care supplies or discounted coupons on diapers bought in bulk. If a credit card company discovers that the majority of its users are not frequent fliers, it may create a new rewards points program that offers different promotional strategies than mere upgrades to first class.

Take for example a promotional strategy whereby Coca-Cola "joined forces with Random House to offer sample chapters of unpublished novels in cases of Diet Coke. The idea was hatched…… [Read More]

Works Cited

Kotler, Phillip & Kevin Lane Keller. (2007).A Framework for Marketing Management.

Third Edition. Prentice Hall.

Pedersen, Stephen. (19 Apr 1999). "The incentives that consumers want:

Build customer loyalty by using consumer data." Brandweek. 1999. Retrieved 5 Mar 2007 at
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Marketing Myopia of the Many

Words: 1230 Length: 4 Pages Document Type: Research Paper Paper #: 69405473

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…… [Read More]


Apple, Investor Relations (2013). Investor Relations. Retrieved April 18, 2013 from Apple Investor Relations and Filings with the SEC Web site: 

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.
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Marketing in Healthcare Management Over

Words: 3563 Length: 11 Pages Document Type: Case Study Paper #: 47724235

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

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


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

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

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

Crane, F.G. 2001, Professional services marketing: strategy and tactics, Haworth Press, New York.
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Marketing Information System Is a Management Information

Words: 1482 Length: 4 Pages Document Type: Essay Paper #: 18892426

Marketing Information system is a management information system that supports decision making processes in marketing (Kotler & Keller, 2006). Marketing data is gathered, stored, and analyzed within this system and distributed on timely basis to managers to enhance decision making processes (Kotler, 1988). It is a continuing and an interactive structure of people, equipment and procedures to gather information that is used in decision making processes in an organization. The major components of management information system are internal reporting systems, marketing research system, marketing intelligence system, and marketing models. Information touching on finances, production, manpower, marketing, stockholding, and logistical data are normally stored in marketing information system. Orders received, stockholdings and sales are also stored in the marketing information system. Other than the above named information, marketers can also get information related to product type, size, and pack by territory, type of account, industry, and customer; average value and volume…… [Read More]

References List

Anonymous (2011). Marketing. Retrieved from

Doherty, M. (1994) Probability vs. Non-Probability Sampling in Sample Surveys. The New

Zealand Statistics, 21-28.

Jeff Anderson Consulting (2013). Interviewing and Research Methods. Retrieved
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Marketing Explain Why and How

Words: 2103 Length: 6 Pages Document Type: Essay Paper #: 59946300

Over the course of time, as others on the sales team see that one person is engaging in such actions, they will do the same. This creates an atmosphere, of corruption within an organization, where a large number of people will engage in questionable activities to achieve their objectives. A good example of this can be seen with Enron, during the boom years, when the company stressed that they wanted to meet their sales quotas by any means necessary. This attitude of increasing the overall bottom line at all costs; which meant that the management would encourage the staff to engage in questionable activities such as: building power plants that were to big for the local economy (Dabnol, India) or they would purchase a water company whose water system was full of allege (Azurix Water). These actions would contribute to the large losses that the company received, which helped fuel…… [Read More]


Direct Marketing. (2010). Retrieved May 28, 2010 from Reference for Business website: 

My Dollar Store. (2006). Retrieved May 28, 2010 from My Dollar Store India website:

Price Elasticity of Demand. (2010). Retrieved May 28, 2010 from Quick MBA website: 

Price Elasticity. (2010). Retrieved May 28, 2010 from website:
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Marketing Plan and Strategic Marketing Plan

Words: 1922 Length: 6 Pages Document Type: Term Paper Paper #: 82764902

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

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

There are a number of different methods,…… [Read More]

References Cited

Aaker, D.A. (1995) Strategic Market Management..New York, NY: John Wiley & Sons,

Christ, P. (2005) Marketing strategies when a product is late.Website retrieved October 13, 2005.

Cohen, .W.A. (2001) The Marketing. New York, NY: Wiley. 2001.

Lehmann, D.R. And Winer, R.S.(1994) Analysis for Marketing Planning. Burr Ridge, IL: Richard D. Irwin.
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Marketing Plan for Clinique Marketing Plan Clinique

Words: 1815 Length: 5 Pages Document Type: SWOT Paper #: 73137801

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:

Market Description:

The beauty and cosmetics industry of…… [Read More]

Works Cited

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
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Marketing in the 21st Century There Are

Words: 518 Length: 2 Pages Document Type: Essay Paper #: 13957203

Marketing in the 21st Century

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

Marketing and Promotions Process Model

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

Works Cited

Berk, A., Harald, V., & Carl, M. (2010). The Long-Term Effect of Marketing Strategy on Brand Sales. Journal of Marketing Research, 866-882.

Harris, L., & Ogbonna, E. (2003). The Organization of Marketing: A Study of Decentralized, Devolved and Dispersed Marketing Activity. Journal of Management Studies, 485-512.

Jonlee, A., & Daniel, S. (1996). In Search of the Marketing Imagination: Factors Affecting the Creativity of Marketing Programs for Mature Products. Journal of Marketing Research, 174-187.

Suttle, R. (2011, September 17). Brands & Product Life Cycle. Retrieved from Chron Small Business:
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Marketing the Competing Concepts Under

Words: 2331 Length: 7 Pages Document Type: Term Paper Paper #: 66607518

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…… [Read More]


Bell, J. (2006.) Strategic vs. tactical marketing - understand and profit. Retrieved Dec. 14, 2006 from Marketing Strategies. Web site: . (2006.) Researching your market. Retrieved Dec. 13, 2006 from Marketing Basics. Web site: .

Keller, K. And Tybout, A. (2002.) The principle of positioning. Market Leader, 19, 65.

Kerin, R. (2003.) Marketing, 7th ed. New York: McGraw-Hill.
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Marketing Plan The New iPad

Words: 2838 Length: 11 Pages Document Type: Marketing Plan Paper #: 75390594

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…… [Read More]


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.
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Marketing-- Specified Marketing Is the

Words: 716 Length: 2 Pages Document Type: Essay Paper #: 56501155

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…… [Read More]


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: This definition is part of the ongoing, Common Language: Marketing Activities and Metrics Project.
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Managing Customer Service Satisfaction Over

Words: 698 Length: 2 Pages Document Type: Term Paper Paper #: 33987958

To protect each party various stipulations of the agreement will define specific instances when it is valid. These different elements are important, because they are showing how these provisions are designed to safeguard both parties and provide added levels of support for a particular product / service. As a result, there are several different components that are a part of an effective service guarantee to include: they clearly state the terms / conditions, they are fair and they list the specific benefits both sides will receive. (Fabien, 2005, pg. 33) (Hart, 2000, pg. 4) (Kau, 2006, pp. 101 -- 111)

Part 2

The service guarantees that we will be examining include: PG & E. And Travelocity. In the case of PG & E, they are clearly stating what customers should expect and the conditions when this agreement will not be applicable. This significant, because the guarantee is considered to be…… [Read More]


Service Guarantees. (2011). PG & E. Retrieved from: 

Travelocity Price and Service Guarantees. (2011). Travelocity. Retrieved from:,,travelocity%7C4818%7Cmkt_main,00.html 

Fabien, L. (2005). Design and Implementation of a Service. Journal of Services Marketing, 19 (1), 33.

Hart, C. (2000). Uncovering Customer Value. Marketing Management, 9 (1), 4.
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Marketing Classic the Marketing Approach to Any

Words: 577 Length: 2 Pages Document Type: Essay Paper #: 72408232

Marketing Classic

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


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


"Classic Airlines Documents." Class Handout.

Kotler, P. & Keller, K. (2006). Marketing Management. Pearson Education 2006.
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Marketing Ethics in Marketing BP and Toyota

Words: 843 Length: 2 Pages Document Type: Essay Paper #: 94589172


Ethics in Marketing

BP and Toyota have been in the news due to serious failures, which created significant safety risk and ultimately resulted in deaths as well as significant environmental damage in the case of BP with the exposition on the Deepwater Horizon oil rig. In both cases there were internal failures. In these two cases there were notable failures which received a high level philosophy and have damaged the reputations of the firms. The causes of the safety problems may be divergent, but the marketing problem of the two firms are similar'; to guide the firm though a recovery and restore faith in the brand; unless this is achieved the firms are likely to suffer financial with lower sales.

If working for the marketing the department's responsibility is to support the firm's recovery, but this does not mean it should be undertaken in an unethical manner. The marketing…… [Read More]


Bakir, Aysen; Vitell, Scott J, (2010), The Ethics of Food Advertising Targeted Toward Children: Parental Viewpoint, Journal of Business Ethics, 91, 299 -- 311

Chapter 10, Responsible Marketing, Source details unavailable as supplied by student

Cross, Gary, (2002, Dec), Valves of desire: a historian's perspective on parents, children, and marketing, Journal of Consumer Research, 29(3), 441-448

Kotler Philip; Keller Kevin, (2011), Marketing Management, Prentice Hall
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Marketing Enters the 21st Century

Words: 307 Length: 1 Pages Document Type: Research Proposal Paper #: 11201991

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…… [Read More]


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
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Marketing Starbucks Is Well-Known Not

Words: 1607 Length: 5 Pages Document Type: Term Paper Paper #: 32426194

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

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

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


Allison, Melissa. 2006. Starbucks takes unique approach to marketing. Seattle Times. Oct. 12. 

Hanft, Adam. 2007. What you can learn from Starbucks. 

Moore, John. 2006. Marketing lessons from Starbucks. Nov. 7.
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Marketing Strategic Alliance Select Comfort Company and

Words: 1408 Length: 4 Pages Document Type: Essay Paper #: 57974525

Marketing Strategic Alliance: Select Comfort Company and Costco

Select Comfort Company and Costco are both successful companies, so that a marketing strategic alliance between the two companies could provide significant benefits for both of them.

"Select Comfort Corporation is leading the industry in setting a new standard in sleep by offering consumers high-quality, innovative and individualized sleep solutions, which includes a complete line of SLEEP NUMBE® beds and bedding. The company is the exclusive manufacturer, seller and servicer of the revolutionary Sleep Number bed, which allows individuals to adjust the firmness and support of each side at the touch of a button. The company offers further personalization through its solutions-focused line of Sleep Number pillows, sheets and other bedding products" (Select Comfort, 2011). "Costco Wholesale is one of the largest retailer stores in the market" (Adam, 2010). It has differentiated itself from its other big-box competitors through its exemplary customer…… [Read More]


Adam. (2010, June 3). Costco Wholesale SWOT analysis. Retrieved December 31, 2011 from Free SWOT Analysis website:

Chan, T. (2009, February 12). Sticking to the plan- Costco's recession success. Retrieved December 31, 2011 from Retail marketing management website: 

Select Comfort Corporation. (2011, December 21). Select Comfort appoints Michael J.

Harrison to Board of Directors. Retrieved December 31, 2011 from Business Wire website:
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Marketing and Sales Strategies for

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

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


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


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

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

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

Matthew Schwartz. (2011, April). A holistic view of analytics: Marketers are making strides to connect metrics with companies' overall goals. B to B: Interactive Marketing Guide 2011, 96(4), 16.
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Marketing in the Banking Industry Prescott Valley

Words: 4958 Length: 15 Pages Document Type: Dissertation Paper #: 73265458

Marketing in the anking Industry

Prescott Valley, Arizona

Abridged Literature Review


Annotated ibliography

While there are many industries in the world that are growing at a rapid pace, one of them is exceedingly doing well. This is because it relies upon the monies and funds of its customers and greatly influences the other industries as well. This is the banking industry. Although a common part of every consumer's life, the banking industry has been growing and developing globally. To understand such growth, the attention instantly goes to the strategic and marketing techniques that have been applied by the people of this industry. Therefore, to gain a thorough and concise outlook of the marketing wonders that have continue to enable the banking industry to succeed at all fronts, the research topic that has been proposed for this research paper is 'marketing in the banking industry'. This topic will not only…… [Read More]


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

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

Flaunet, M. (2012). Banking Industry Challenges. Retrieved from Deloitte: 

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

Words: 2256 Length: 7 Pages Document Type: Essay Paper #: 69551210

Marketing Audit

A market research plan is the systematic study that deals with the gathering and analysis of the concerned data to assess the role of a certain company in the market and persuade the customers to by their products. Marketing research assist the companies to design better strategies for future with respect to customer behavior (Pickett, 2010).

Marketing audit: It is a systematic and comprehensive evaluation of a company's activities and the results achieved due to its capabilities .In order to carry out marketing research one must understand the role of marketing audit in research.


Marketing audit is necessary because the Wal-Mart has to compare its performance with the constantly changing market environment. There are certain micro and macro environmental factors that affect the business and marketing operations of the retail business of Wal-Mart largely. A detailed description of them is as under:

Microenvironment:…… [Read More]


Cangemi, M.P., & Singleton, T.W. (2003). Managing the Audit Function. New York: John Wiley and Sons Ltd.

D'Souza, S. (2009). The Brain Audit. Chicago: Psychotactics.

Foxall, G.R. (1981). Strategic Marketing Management. London: Croom Helm.

Hayes, R.S., Dassen, R., Schilder, A., & Wallage, P. (2005). Principles Of Auditing. Harlow, U.K.: Pearson Education.
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Marketing Strategy Discuss the Conditions

Words: 1674 Length: 4 Pages Document Type: Term Paper Paper #: 81778112

being specific. In addition, the use of advertising and sales promotion also is used on products that are quickly purchased yet have a high level of customer loyalty associated with them. All of these conditions would favor using an advertising and sales promotion driven approach over a personal selling one. Examples of products in this category include soft drinks, groceries of all types, and low-end consumer electronics that are purchased quickly based on brand loyalty over intensive analysis. In general, products that have lower margins and are highly commoditized are those that are sold through this approach. Personal selling on the other hand is very expensive as a sales strategy are often is used in situations where the sales cycles are longer as customers evaluate options more thoroughly, and where the products being sold are much higher in price. The greater the price of a product, the less commoditized it…… [Read More]


Michael Burkett (2005, July). The "Perfect" Product Launch. Supply Chain

Management Review, 9(5), 12-13. Retrieved November 21, 2007, from ABI/INFORM Global database. (Document ID: 875601091).

Jari Collin, Dennis Lorenzin. (2006). Plan for supply chain agility at Nokia:Lessons from the mobile infrastructure industry. International Journal of Physical Distribution & Logistics Management, 36(6), 418-430. Retrieved November 20, 2007, from ABI/INFORM Global database. (Document ID: 1079220951).

Chan Kim, Renee Mauborgne. (2005). Value innovation: a leap into the blue ocean. The Journal of Business Strategy, 26(4), 22-28. Retrieved November 22, 2007, from ABI/INFORM Global database. (Document ID: 888965931).
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Marketing Plan Analysis and Critique

Words: 1049 Length: 4 Pages Document Type: Term Paper Paper #: 3222838

Marketing Plan Analysis and Critique

The purpose of this essay is to highlight and describe key ideas presented in the book written by Alexander Chernev, entitled The Marketing Plan Handbook. This essay will present a review of this book and provide personal opinion about the reading and offer alternative suggestions critiquing the work. The critique itself will revolve around several key issues including not only the message of the book, but how the message itself is delivered.

The Book's Message

The book contains nearly 160 pages of useful information that is dedicated to the readers' curiosity regarding marketing plans. The book highlights several key aspects about the marketing industry, but essentially, the book is about how to create a marketing plan. This book serves as a guide or reference unit to those who are interested in the marketing profession or industry.

The book is premised on the idea that the…… [Read More]

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Management Case Study the Process

Words: 1875 Length: 7 Pages Document Type: Essay Paper #: 14367506

By monitoring these results, the company's managers can control and determine whether the company has achieved its objectives, and whether the company's efforts are justified.

Problems that arise during the production process outsourced to India as also caused by individual workers. Such problems include fluctuations in the degree of quality and of craftsmanship of Indian workers. As a consequence, it is necessary to implement an operational control system that would better monitor the activity and the results of each employee.


Production outsourcing has become one of the solutions implemented by small or large manufacturers as a response to increased production costs on national level. India has become one of the most targeted production outsourcing destinations, especially for small companies.

The advantages provided by the country justify the efforts made by companies in order to overcome the numerous barriers that India also presents. The cheap workforce in India seems to…… [Read More]

Reference list:

1. Kotler, Ph. (1986). Principles of Marketing. Prentice-Hall, Inc., Englewood Cliffs, New Jersey. Third Edition. Retrieved January 6, 2010.

2. Stoner, J. Management. Prentice-Hall, Inc., London. Retrieved January 6, 2010.

3. Kotler, Ph. (1997). Marketing Management: Analysis, Planning, Implementation and Control. Prentice-Hall International. Ninth Edition. Retrieved January 6, 2010.

4. Waddell, D. et al. (2004). Contemporary Management. McGraw-Hill, Sydney. Retrieved January 6, 2010.