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This report will be a thorough analysis of a chosen marketing management problems. In this report, the approach taken will include thorough analysis of a total of five recent studies. The thematic marketing management problem studied here will be the impact that the ethical standards can have on the entire marketing management structure. The studies chosen will be studies from five different perspectives i.e. The background of the studies will be provided followed by the research issues that the papers identified, the theories used in the papers, the primary findings of the papers and the implications that they for the current marketers. The report will end with a comprehensive and analytical conclusion.
Background of the Papers
There is a growing trend of hiring African-American graduates in the marketing sectors within the United States. In a recent study conducted by Malinowski and Berger (2010) we see that there is…… [Read More]
Although a corporation has developed successful marketing strategies to sell the products it is producing, its marketing plan will probably be a limiting factor in attaining its set objectives, this necessitates the need to have a good sales force to help in the process of acquiring able personnel to be among the corporation's future customers and boost sales. The outline includes the character, welfare, knowledge, training and inspiration of the best candidate to attain the highest results for the corporation. As the process of recruiting also attracts all kinds of individuals even to the un-qualified ones, hence the need to eliminate some until you reach the ideal persons that meet the company's set outline to help sell the products at an effective rates. Hence, sales force is better than training as at long run it helps the company to be efficient, cost-effective and minimize financial losses in employing a person…… [Read More]
"A firm's adeptness in understanding markets and creating, capturing and sustaining unassailable customer value determines its growth and sustainability" (University of Virginia).
First Essay -- Character
In Proverbs 6:16-19, it is explained: "There are six things that the Lord hates, seven that are an abomination to him: haughty eyes, a lying tongue, and hands that shed innocent blood, a heart that devises wicked plans, feet that make haste to run to evil, a false witness who breathes out lies, and one who sows discord among others."
In the American Marketing Association (AMA) website there is a link to a "Statement of Ethics," and several of the components of that statement of ethics relate quite well to Proverbs 6:16-19. Among those ethical principles are several that apply to "haughty eyes."
First of all "haughty" means to be arrogant or think of one's self as superior to others. Hence haughty…… [Read More]
Typically, scholars see low context cultures as one in which things are explained in more detail, have less a tradition in history and the past, and are rooted in the present and the future. This is why, for instance, most view the United States as a low context culture in reference to a high context culture like the Native American or Maori (Samovar and Porter, 2004).
The challenge in contemporary culture is that there are so many different messages and ways of communicating those messages, along with such a vast number of products and services, that it is now hard, in the global economy, to completely differentiate contextual messages. Once can find examples of the entire range of the continuum within the U.S. based marketing field, depending on the product or service; certainly, the marketing of Coca-Cola is different than the marketing of a medical imaging system, and requires a…… [Read More]
Marketing Management: 1980's To Present
This paper intends to explore the changes and shifts in the marketing environment from the 1980's to present in light of the changes and adaptations that management has been faced with in the past two decades.
The decade of the eighties witnessed shifting and shaping in the transitioning global market. There were "three-tier protectionist" system as follows:
Private consumer advocate groups and organizations
Pro-consumer government regulatory apparatus
An article entitled "Assessing Marketing Performance" written by onoma and Clark in 1988 is one that doesn't stop at efficiency and effectiveness in marketing assessment of performance. The article they wrote suggests the following:
The proper evaluation of marketing activities can be performed only at the level of the marketing programs. Forget overall "marketing audits" of your structures of low level looks at advertising or sales performance, if you want to understand marketing performance
2. Satisfaction…… [Read More]
This is because under non-organic methods, artificial chemicals are used to increase the yield of the produced. As a result, producers of ordinary beauty products items can achieve economies of scale, which helps them increase their profit margins even if they sell their produce at lower prices. However, since beauty products items produced using organic methods of production give their natural yield their output is less and therefore they are slightly more costly then the ordinary beauty products items.
Considering the economic constraints it will be difficult for Natural Way Products to price its products lower than ordinary beauty products items. However, there is one plus point that the company enjoys. All other major brands that deal in herbal beauty products such as the Body Shop are very high priced not only because of being organic but also due to its high brand image (Kapferer, 2008). Natural Way can price…… [Read More]
Pimay data is often initially gatheed to meet a specific eseach goal o objective as well. Seconday data is a tem often used to define infomation, intelligence and eseach that has been completed and published. Like pimay data, the oiginal goals of the eseach ae eflected in how the oiginal methodology is constucted as ae the pesentation of the data itself and analysis. Seconday eseach often needs to be intepolated to a given situation as its goals ae often not diectly aligned to the needs of a given situation.
Question 4: Analysis of Chick-fil -- a Stategies
Explain what the campaign is about?
What do you think the "Positioning Stategy" was/is about? Explain?
Nutitious Kids Pogam
Thought leadeship of making fast food healthie and bette-tasting fo childen
Vey effective, shows significant potential to connect with the company's coe custome base of families.
Cow Appeciation Days…… [Read More]
Over the last several years, consumers have been experiencing changing tastes and style. At the heart of these transformations, is a focus on using more traditional forms of artwork to decorate their homes and offices. In many cases, this involves the person buying a particular piece that appears to be authentic. The demand for these products has increased so much that a number of firms and competitors are entering the market. This has resulted in various fakes and knock offs that are sold to a host of unsuspecting consumers. ("Fe'nix del Sur," n.d.)
In the case of Fe'nix del Sur, the company has a long history of working with Native Americans and other tribes around the globe to address these issues. At first, this helped the firm to become one of the premier organizations for buying authentic art work. However, the increasing demand for various pieces around the…… [Read More]
Marketing Management - Use of 3 -- Circle Model
Marketing Management Using 3-Circle Method
The benefits of using the 3-Circle Model for evaluating a company, brand, or product are readily evident since the approach considers customer, company, and competitive aspects of the environment. While not customer-centric -- a view that would limit assessment -- the model does fold the consumer perspective into the evaluation. This is a different perspective than many strategic planning models which tend to focus primarily on the competitive environment. In this day and age, a considerable amount of power has shifted from companies to customers, enabling consumers to define the nature of the transaction in which they are willing to engage. For this reason, the customer circle is crucial to an assessment. The company circle is invaluable for determining how and where to locate assets to maintain and develop core competencies. Finally, the competitive circle utilizes…… [Read More]
The broader areas of Customer elationship Management (CM) serve as the foundation of client relationship management and analysis (avanas, 2007).
There is the second weakness of also concentrating on the corporate donors as a largely homogeneous group. This can be seen in the approaches defined in the Club's annual report. The tailoring of individualized strategies can maximize the experiences of donors so they have a higher level of ownership in the causes they are investing in (Polonsky, Sargeant, 2007). Concentrating more on how to transform the corporate donors' investments into experiences not only for them but the clubs they adopt will further support a more relationship-based series of marketing strategies. The greatest threat to the existing series of donor strategies is that they may eventually become more transactional in scope and donors may decide to either cut back on the level of giving or quit giving altogether due to economic…… [Read More]
Customer Value Equation of the Product
Product Marketing Mix
Product Promotion Process
Target Market Analysis
Global Ethical Marketing Considerations
The globe and its entire human race in the twenty first is witnessing revolution in many facets of life and technological boom in communication is one of the immense transformations that have changed the standard and ways of living. Quite a few of the technological brands and products are surging ahead even to the leading economies as well as underdeveloped and developing nations. Apple iPhone is one of those brands that have become widely accepted and well-known, and has captured numerous consumers ranging from U.S. To Europe to Asia (White, 2012).
Apple iPhone is one of the U.S. based brands that offers hi-tech communication product (mobile phone) to its customers with a wide variety of features such as games, music, videos, web connectivity and many…… [Read More]
"Beautiful!" -- Scented makeup by Estee Lauder
Scented makeup is not a new concept. Many little girls love wearing scented lipstick and gloss in the flavors of bubblegum and peanut butter and jelly. However, enjoying scented lipstick is often a delight female consumers forgo when they become adults, other than a guilty sniff of their daughter's Tinkerbell or Bonne Bell makeup drawer. This new product would enable adult consumers to have that same pleasure, only with high-quality Estee Lauder makeup. This product will also address an increased desire consumers have for 'customized' beauty products filled with a sense of youth and vigor (5 spring makeup color trends, 2011, efinery 29). As well as makeup that suits the user's skin tone, the selected scent of the makeup will also speak volumes about the wearer.
Although the economy still remains on shaky ground, demand for luxury products like…… [Read More]
Apple has a very strong brand name that is helping it to build share for the iPhone, but the product is expensive. It is believed that there is considerable room for a competitor to target the student market with a lower-priced but also feature-rich device.
The mainstream player in this market is the humble cell phone. Popular phones such as the Motorola Razr have camera functions, and new phones are being introduced with mp3 players and other technology. It appears as though there is some degree of technological convergence happening between cell phones and PDAs/Smartphones. The result is that the Sonic 1000, compared with these devices, is a superior product. Yet its pricing is fairly competitive relative to the new wave of feature-rich cell phones. This leads to the following positioning statement for the Sonic 1000:
"The Sonic 1000 is a portable device that will replace the cellphones of the…… [Read More]
Business users will be charged $45 a month for data. By giving back the revenue to the carriers, which they may use for subsidies, Apple is hoping to dramatically increase its volume, as well as sell more Macintosh computers to iPhone users" (Markoff 2008).
This tradeoff illustrates an important aspect of marketing any new technology -- not only must the product be affordable, but so must the service itself. Apple is striving to convince consumers that using as well as buying the iPhone is financially feasible and also hopes its attractive pricing strategy for the iPhone will convert more consumers to the use of its other product, like Macs, because of the satisfaction they derive from the iPhone. Additionally, while business users are charged more per month because they use more data services, Apple also has tried to still make the iPhones attractive to businesses, by selling them the phone…… [Read More]
In his memo as the chief executive officer mark should be in a position to spot and choose the right marketing segment and base his energy to it, this will enable him to identify which customers are more important with the aim of earning their loyalty, by bearing in mind that a satisfied customer is always the best marketer.
It's important to mention also that the concept of marketing involves two parties and in this case each party has something to offer which either has the freedom to accept or reject, so mark should look for appropriate ways which must be desirable to measure this. He must look for ways to improve sales force productivity by offering them extra incentives; however this must be pegged on how he will compensate this.
In addition to deciding to buy space for advertising, he must be able to measure payback from advertising. In…… [Read More]
My organization is the edwoods Group, which is a specialized insurance provider. The company states its core purpose is to serve others, and its focus is to keep kids safe. They note that solutions to many problems are "often inconvenient for those used to doing things a particular way" and that edwoods "engages in uncomfortable conversations with people who are not ready to face these issues: public officials, educators, philanthropists, social service and business leaders" (edwoods Group 2013 eport). The company's main business is that of an insurance company, and as a risk consultant. In these roles, edwoods insures YMCAs, camps and community groups. Providing insurance to these bodies, edwoods is not strictly focused on profit-taking, but rather providing the insurance at a level that finances edwoods but otherwise the lack of profit-taking allows it to undercut other insurance companies in competing for non-profit insurance business. The company…… [Read More]
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]
The economic theory of advertising as information emphasizes the role of advertising in reducing the time consumers expend on search and hence their total (purchase price plus search) acquisition cost." (Silk, Klein and erndt, 2002)
Market forecasting is not an accurate science; and, the best models used are based on variables that the individual designing the model deems necessary. Marketing needs get more complicated as the number of markets and the variance within each market increase. The sensitivity to various factors can also help the marketing manager determine the soundness of the models proposed. udget and finance cost can then be provided to department heads of various teams and groups in the organization at different locations to help them set a target for achieving the goals of the organization.
Larger amounts of R & D. spending, shorter product life cycles, the race to market of new products, differences in cultures…… [Read More]
The proclivity to pass blame between organizational members also suggest an internal cultural shortcoming rooted in an unwillingness to take responsibility for planning failures. This is an unnecessary conflict which is derived from the onus on planning failure and the clear incapacity of the organization to rebound in its wake. This perspective and reality go hand in hand.
So may we observe this from an article regarding Toyota's ongoing struggles and its contingency efforts at damage control. Such a crisis can surely illuminate the behaviors that may be demanded in the face of unexpected planning failures. According to Takahashi (2010), "Toyota Motor Corp. said Friday it will temporarily halt production at its factories in France and the U.K. For a total of at least 12 days from late March, due to weaker demand for its vehicles in the region after a series of global safety recalls. The production suspension coincides…… [Read More]
Customer perceived value is the term given to a customer's perceived valuation of a good, service or product offering including its benefits and costs relative to other alternatives. Essentially, this is the value that a customer thinks an offering is worth based on his or her own personal preferences, demand elasticity and analysis of other suitable alternatives. Total customer value refers to the monetary value a customer ascribes to an offering. Total customer value is based on functional and physiological benefits a customer expects to receive from acquiring and utilizing the offering. The total customer cost a consumer expects to incur in the full life cycle of using a product which includes evaluation, obtaining, using, and finally, disposing of a product or service. The perceived benefits of an offering measured against the cost of an offering shape how customers perceive the offering. In other words, the customer asks…… [Read More]
Like many other fields that exist within business and society at large, there is always some modicum of shifting and changes that occur. They usually do not happen overnight but they can move quickly due to being aided and assisted along in prominence by the presence of technology and other advancement. Social media, for example, is just one thing that has helped change the pace of society from noticeable to nearly frenetic. Even so, generational changes are the biggest source of change in many instances and paradigms and marketing management is no different. While the desires, wants and needs of the older generations is still relevant to many marketers, the emergence of the Millennials over the last generation and the coming reveal of Generation Z has most certainly changed the marketing landscape and will continue to do so for the foreseeable future.
When some marketing professionals and people with…… [Read More]
Strategic Marketing Management for VYP Company
Strategic Marketing Management
Conceptualization of V and P. Productions (VYP) Company
The VYP Company was conceptualized as an independent company for TV Productions, in October 2004. The owners of the organization and its initial founders include Voddil and Young, who were both experienced TV Production makers, working as program directors in big broadcast companies. The corporation initially had only twelve employees, but currently constitutes over sixty employees inclusive of the directors. Its founders and a number of directors, who constitute the board, currently own the company's share. The other shareholders include Shah and Maas, who are currently positioned as directors overseeing the videotape (VT) editing, Black the financial director and Fisher, who is in charge of Legal Affairs and Business activities of the organization (The Chartered Institute of Management Accountants, 2012, p. 3).
In depth Analysis and Evaluation of the VYP Company
Aims and…… [Read More]
By doing this, everyone wins; these authors have made an excellent discovery in presenting this material to the reader/student.
Critique of "Stars in the Making"
For all of the attributes of Harris' article, there are some fair critiques that could be made of the article from several points-of-view. With this in mind, these critiques are offered not as a means of saying that Harris' article is not well written from several points-of-view, but rather that there are some improvements that could be made to the article from a strictly objective perspective.
To begin, while it may seem like nitpicking, the article begins with a statement to the effect that salespeople need handholding. While the spirit of this statement may be correct, the actual nature of the need is not properly revealed. Handholding implies that salespeople will be led down a path and protected from anything that will adversely affect them;…… [Read More]
However, the expatriate has the net advantage of significantly superior product knowledge and control, even if the costs of maintaining him are also higher. Foremost, the expatriate must be able to travel from the host country to the home country in order to conduct face-to-face meetings with his superiors and inform them of the progresses made. Traveling however consumes time and energy and the employee could become tired and unfocused. The need for a strong mind with high motivation and concentration skills becomes as such obvious (Honeycutt, Ford and Simintiras). Also, there is a strong need for the individual to be extremely well adjusted and capable to integrate within the new community. This is most important when "historically, multinational firms have been plagued by the problem of premature return of expatriate managers due to their inability to adapt to the culture of the host country" (Katz and Seifer, 1996). A…… [Read More]
By boosting the benefits part of the value equation to match the increase in the price part of the value equation, KFC can been able to thrive in Malaysia, but with a very different value equation from what it offers to American consumers.
For global marketers, it is therefore important to remember that the value equation not only remains important as the product or brand is taken around the world, but that the value equation changes in each country around the world. Another example is Starbucks, which succeeds in Japan's congested cities not because the Japanese like its coffee (they are tea drinkers) but because Japanese city dwellers have tiny apartments unfit for socializing, so they enjoy the comfort of a Starbucks as a place to meet people. The value equation of Starbucks is very different to Japanese than it is to Americans and the company has succeeded by marketing…… [Read More]
The franchising operations have expanded significantly during the recent years namely because of the benefits and reduced risks they offer to both parties. A positive example in this sense is given by international chain McDonald's, which franchised several of their stores to countries across the globe. The McDonald's example however also reveals that franchising is not always suitable, and it is far from being the universally agreed method of successfully penetrating the foreign markets. To better understand, before entering the ussian market, the officials at McDonalds clearly analyzed the market features and felt the need to handle the operations by themselves, rather than become a franchisor. As a result of increased attention to details, the American corporation now holds next to 80% of the ussian fast food industry. Other American-based fast food chains have attempted to enter the market, but they did this through franchising, and the economic background in…… [Read More]
CarMax and Amazon.com with an Emphasis on Mergers and Acquisitions
Mergers and acquisitions are the means of business expansion on the positive side, but the company can use these methods in order to ensure their long-term survival on the negative side too. Struggling companies can also request other organizations to acquire them because they cannot operate in isolation. The poor liquidity situation and unmanageable debt are leading causes of mostly completed acquisitions (Cartwright & Schoenberg, 2006). Companies create mergers in order to reap synergistic effects, and a marked difference between merger and acquisition is present because a former approach results in the death of all the companies involved in the deal. Merger results in the birth of a new company that can collectively use resources of all the parties. Acquisition is a sophisticated name for a buyout deal that results the company to become a subpart of another organization. A…… [Read More]
The importance of market research cannot be overemphasised. Market research provides crucial information about the needs of the market and facilitates an understanding of how to best serve the needs (ESOMAR, 2007). Market research is relevant for not only profit-oriented, but also non-profit organizations (Lewis, 2017). This paper provides a market research plan for Health through Walls (HtW). HtW is a non-profit organization that works with low income countries to improve the healthcare of their inmates. The organization assists resource-constrained countries to provide better health care services in their prisons, focusing primarily on disease identification, management, and prevention (Health through Walls, 2014).
Market Research Plan
Overview of Problem
Due to resource constraints, low income countries face significant challenges in providing quality healthcare to the prison population. Indeed, prisoners in these countries tend to be disproportionately affected by infectious diseases compared to the rest of the population, particularly tuberculosis and HIV…… [Read More]
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]
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]
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]
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]
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]
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]
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]
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]
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]
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]
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]
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]
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]
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]
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]
Marketing Plan for Clinique
Marketing Plan Clinique
Clinique -- Introduction:
Clinique is one of the world's leading brands in skincare, fragrances, cosmetics, and toiletries products. It was introduced by Estee Lauder Corporation in 1968. Clinique is a business unit that represents all the beauty and cosmetics products which Estee Lauder Corporation owns and operates. The company is headquartered in New York, United States of America and sells its Clinique products in more than 80 countries of the world. Clinique is recognized as a premium quality brand which offers extensive range of cosmetics products manufactured according to individual needs of customers from all age groups (Clinique). The following sections present a marketing plan for Clinique brand which may be helpful in analyzing the selling, marketing, and promotional activities of the company and the business environment in which it operates.
A) Current Market Situation:
The beauty and cosmetics industry of…… [Read More]
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]
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]
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]
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]
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)
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]
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]
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]
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]
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]
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]
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]
Marketing in the anking Industry
Prescott Valley, Arizona
Abridged Literature Review
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]
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.
PUPOSE OF THE AUDIT (Wal-Mart)
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]
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]
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]
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]