Marketing Research Essays (Examples)

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Marketing Information System This Is a Type

Words: 1408 Length: 4 Pages Document Type: Essay Paper #: 94764540

Marketing Information System

This is a type of management information system that is designed for supporting the process of marketing decision making. This is a system which is planed and entails the collection, processing, storage and dissemination of data in information form required in carrying out management is also termed as a system made up of people, equipment and procedure which are used in gathering, sorting, analyzing, evaluating and distribution of data to managers according to the required informational needs regularly. There are four main components of marketing information system these are internal records which gives reliable inside information of an organization; marketing intelligence that gives information collected from external sources; marketing research for solving marketing problems in an organization and marketing decision support system comprise of tools that assist managers in data analysis hence better decision making. The marketing decision support system enables marketers to get the information…… [Read More]


Johnson, R. (2011).The 8 different pricing objectives. Retrieved June 26, 2013 from

Opdenakker, R. (2006). Forum; Qualitative social research. Advantages and Disadvantages of Four Interview Techniques in Qualitative Research. Volume 7, No. 4, Art. 11. Retrieved June 26, 2013 from

Price, R. (2010). The Basic Steps of the Marketing Research Process. Retrieved June 26, 2013 from
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Marketing Pricing Strategy There Are Different Approaches

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


Pricing Strategy

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


BEA. (2014). National income and product accounts. Bureau of Economic Analysis. Retrieved November 28, 2014 from

Brookins, M. (2014). Tools used in market research. Houston Chronicle. Retrieved November 28, 2014 from

MindTools. (2014). The marketing mix and the 4Ps of marketing. MindTools. Retrieved November 28, 2014 from (2010) Pricing strategy. Retrieved November 28, 2014 from
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Marketing Myopia of the Many

Words: 1230 Length: 4 Pages Document Type: Essay 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 an Exploratory Study on

Words: 1501 Length: 6 Pages Document Type: Essay Paper #: 81111702

A special part of the walk-through is the online shopping part, wherein the researcher will ask the participant on how he/she goes about with his/her online shopping activity.

Note on triangulation

The proposed three-method design for this exploratory study is the researcher's way of ensuring that research results are triangulated. Combining the general findings from the diary and FGDs and specific online shopping behavior from the in-depth interviews would create a more complete picture on the general landscape and specific aspects of consumers' attitudes towards and behavior on online marketing strategies for healthcare products.


Bughin, J., a. Shenkan, and M. Singer. October 2008. How poor metrics undermine digital marketing. The McKinsey Quarterly.

Elberse, a. July-August 2008. Should you invest in the long tail? Harvard Business eview.

James, W. April 2008. Exploring web language orientation in emerging markets: The case of Serbia and the Ukraine. Journal of Targeting, Measurement and…… [Read More]


Bughin, J., a. Shenkan, and M. Singer. October 2008. How poor metrics undermine digital marketing. The McKinsey Quarterly.

Elberse, a. July-August 2008. Should you invest in the long tail? Harvard Business Review.

James, W. April 2008. Exploring web language orientation in emerging markets: The case of Serbia and the Ukraine. Journal of Targeting, Measurement and Analysis for Marketing, Vol. 16, No. 3.

Malhotra, N. 1996. Marketing Research: An Applied Orientation. New Jersey, Prentice Hall.
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Marketing Plan the Purpose of

Words: 2314 Length: 9 Pages Document Type: Essay Paper #: 60261278

eing a leader also means constantly provoking competitors, as is the case here.

Finally, as previously mentioned, innovation is essential to supporting the company's approach and policies on the market. From this perspective, a pioneers approach is obviously indicated. As pioneers, Z-Wing will be able to ensure that its innovations are first on the market and that new customers are attracted to the new products and services that the company is putting out on the market. At the same time, as pioneers, Z-Wing will lead the market from this perspective.

In terms of price, the cost leadership strategy that has been identified here means that the company will be able to sell its planes at a price level lower than that of its competitors, obviously making it more viable on the market. With a lower price, the company can still act as a market leader, but without necessarily reducing its…… [Read More]


1. Aviation industry in Asia Pacific region to recover by 2009: IATA. September 2008. China Economic. On the Internet at retrieved on January 13, 2009

Aviation industry in Asia Pacific region to recover by 2009: IATA. September 2008. China Economic. On the Internet at retrieved on January 13, 2009
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Marketing Enters the 21st Century

Words: 307 Length: 1 Pages Document Type: Essay 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 Plan for Miller Inc

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

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

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

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

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

Product line and client base lack diversification.

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

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

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



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 Decisions and Strategies Embraced

Words: 1836 Length: 6 Pages Document Type: Essay 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 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 Motivation the Concept of

Words: 2258 Length: 7 Pages Document Type: Essay Paper #: 35013533

Here the marketer tries to project the product as an answer to these conflicts (Consumer Behavior: Chapter 3, 2010).

With motivation having such a major influence on consumption patterns of the customer, there is a strong need to learn about it as part of marketing research. Qualitative methods of observation, focus groups and in-depth interview and analysis are often used to try and understand the hidden motives of a consumer. The level of participation or how interested the consumer was about a product decides the degree of motivation a consumer had to buy a particular product. The foundation of stimulation and the particular situation the consumer is in when they come into contact with the product also determine the level of connection (Consumer Behavior: Chapter 3, 2010).

It could vary in degree, in which the customer's involvement could be at the basic stage which is passive or low. On the…… [Read More]


Baker, Michael J. And Saren, Michael. 2010. "Marketing Theory: A Student Text." Sage

Publications" California.

"Consumer Behavior: Chapter 3." 2010. Available at:
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Marketing Plan Atlantic Frost Seafood

Words: 3723 Length: 13 Pages Document Type: Essay Paper #: 87028378


Cape Seafood

Lund's Fisheries

Marr Pelagis



Core Strength

Trusted Advisor

Low cost

Price Performance

Premium Quality

Premium Quality

Secondary Strength


Known in local market


Known in local market

Known in local market

Next Strength






Biggest Weakness

Name Awareness

Too localized

Costs of selling in channels

Premiums not work product

Too high priced

Second Weakness


Qualty at times questionned

Supply Chain



Next Weakness

Vertical markets including wildlife reserves



Sporadic delivery

Lack of service

Core Competency Comparison

Projected Market Growth/Market Share Objectives

The following market growth and market share objectives for the company given the focus on growth in wholesale seafood processing:

1. To generate an incremental $500,000 in revenue through the sale of uniquely packaged bait to commercial and recreational fisherman.

2. To obtain distribution agreements with three local distributors stressing the unique nature of the…… [Read More]


2004 Seafood Processor's Conference:

DataMonitor (1998) -- Fish and Fish Products Industry Report. London, UK.

Gunn, E.A., Millar, H.H., Newbold, S.M.. "Planning Harvesting and Marketing Activities for Integrated Fishing Firms Under an Enterprise Allocation Scheme. " European Journal of Operational Research 55.2 (1991): 243

Michael Hartnett. . "Seafood Sails Again. " Frozen Food Age 1 May 2007: 18-19. ABI/INFORM Global. ProQuest.
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Marketing in a Less Developed Country

Words: 1532 Length: 5 Pages Document Type: Essay Paper #: 48375928

Marketing in a Less Developed Country

A less developed country is that country with a Gross Domestic Product (GDP) of less than 2% of global trade in goods relative to other countries. Less developed countries are characterized by little industry and sometimes a comparatively high dependence on foreign aid. These countries are grouped as the poorest and weakest market economies and consist of more than 880 million people. They rely heavily on exports of agricultural products whose prices keep on fluctuating fetching low price in the international market while they import most of the industrial and manufactured goods from developed countries a reason for continued balance of payment deficits, resulting into high debt burdens which have kept them as beggars' in the international community thus a continuous vicious cycle of poverty (UN-OHLLS, 2011).

Less developed countries are also characterized by low level of socio-economic development with weak human and institutional…… [Read More]


C. Samuel Craig and Susan P. Douglas, (1999).Conducting international Marketing Research in the 21st century. Retrieved on Nov 23, 2011 from 

Food and Agricultural Organization, (2011).Global agricultural marketing management.

Retrieved on Nov 23, 2011 from 

Leslie M. Dawson, (2011). Marketing to Less Developed Countries. Retrieved on Nov 23, 2011
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Marketing Has Grown to Be

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

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

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


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

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

Williamson, David. Nov. 12, 1999. "Few U.S. companies marketing themselves properly."
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Marketing-- 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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Marketing Plan for a New

Words: 3685 Length: 12 Pages Document Type: Essay 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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Marketing Management Marketing Is'so

Words: 1593 Length: 5 Pages Document Type: Essay Paper #: 72315031

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]


Balibanis, G., (2001). "The Impact of Nationalism, Patriotism, and Internationalism

On Consumer Ethnocentric Tendencies." Journal of International Business Studies.

32 (1): 157-75.

Drummond and Ensor. (2005). Introduction to Marketing Concepts. London: Butterworth.
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Marketing Plan Sweet Treats Coffee

Words: 4922 Length: 18 Pages Document Type: Essay Paper #: 85743183

3 Competition

As stated before, the competition in the coffee shops industry has increased drastically during the past recent years. In 2003, the industry had registered total sales of over $6 billion (Ferguson, 2004). The top five competitors of Sweettreats would be: Starbucks, Nestle, McDonald's, Dunkin and Gloria Jean's.

Gloria Jean's is among the leaders of the industry and they basically address their products to the young population. The corporation is based in Australia but present in numerous countries of the globe through franchise contracts (Official Website of Gloria Jean's, 2008).

Dunkin Donuts is a U.S. based company, namely headquartered in Quincy, Massachusetts. In 2006, they registered annual revenue of over $4 billion. They address all types of consumers and sell a wide palette of coffee-based beverages and foods (Official Website of Dunkin Donuts, 2008).

Starbucks is the undisputed leader of the industry and in 2006 they registered annual revenues…… [Read More]


Dawidowska, K., April 1, 2002, Coffee Overload. Agree that coffee from gourmet coffee shops is too expensive - Almost 3 in 4 coffee shops patrons 72%, American Demographics

Dream, C.S., 1997-2008, How to Start a Coffee Shop, Home Business Inc., accessed on February 28, 2008

Ferguson, M., 2004, Specialty coffee retail in the U.S.A. 2003-04, Specialty Coffee Association of America, Retrieved at February 28, 2008

Fisenko, a. And Associates, 2006, How to Start a Successful Coffee Shop, a Coffee-Espresso Drive-Thru or a Coffee/Espresso Cart, Espresso Business,  accessed on February 29, 2008
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Marketing Advertising the XYZ Company

Words: 2581 Length: 9 Pages Document Type: Essay Paper #: 34792088

These include phone conference call groups, web-based groups; or as a substitute use telephone depth interviews. (You don't get the group interaction, but the results can be better than group settings.)

Rule 3 - Request that the moderator use a non-directive approach. (A non-directive approach is one that constructs questions for the group that encourages participants to be free flowing with their descriptions)

Projective techniques are often useful in easing participants out of an analytical mode. One projective technique, asks, "If this company were an animal what animal would it be? What would the competitors be?" In this way, they talk about brand image without being peppered with a series of brand questions.

Use advance written questionnaires. This primes respondents on key issues to be discussed, and it gives them a reference for the group discussion, thus making it easier for the unpopular viewpoint to be mentioned. ("Well, no one…… [Read More]


Marketing Research (2006) United States Small Business Association Online available at (

Marketing Research (2006) Wikipedia. Online available at (

Thomas, Jerry W. (1997) Hang the Innocent. Decision Analyst. Online at:

Thomas, Jerry W. (1994) New Products. Decision Analyst. Online at:
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Marketing Intelligence Now I'm Uploading Marketing Intelligence

Words: 1768 Length: 6 Pages Document Type: Essay Paper #: 61148685

Marketing Intelligence

Now I'm uploading marketing intelligence assignment, note tak 3 b c merit distinction, a Already . Task 4, 4a, 4b merit distinction, task 2 merit distinction (2-2.1, 2.2, 2.3, 2.4 M1 M2)

Marketing intelligence

Market research is important since it enables the company management to make informed decisions that maximize their profit, increase sales, minimize risk and determine the strategic positioning of the company and its products. It involves gathering, recording and analyzing primary and secondary data in order to find correlations with the needs and wants of the target audience and how the company can fulfill these. It helps to create a link between the consumers or customers and the marketer of the product through information. The information collected is then used to identify and define the marketing opportunities that exist as well as the problems that may be encountered in marketing the product. Before the company's…… [Read More]


FERRELL, O.C. & HARTLINE, M. 2010. Marketing Strategy, Mason, OH, Cengage Learning.

MAYER, C.S. 1970. Assessing the Accuracy of Marketing Research. Journal of Marketing Research, 7, 285-291.

WEBB, J.R. 2002. Understanding and Designing Market Research, Thomson Learning.
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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 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 Management With the Increase

Words: 2198 Length: 6 Pages Document Type: Essay Paper #: 46117333

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]


Kotler, P. & Keller, K. (2008). Marketing Management. USA: Prentice Hall

Toole, T. & Donaldson, B, (2002). Strategic market relationship. New York: John Wiley and Sons Ltd..

Doyle, P. & Bridgewater, S (1998), Innovation in Marketing, United Kingdom: Oxford.

Kapferer, J. (2008). The New Strategic Brand Management. USA: Kogan Page.
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Marketing What Is the Best

Words: 977 Length: 3 Pages Document Type: Essay Paper #: 23518261

Remember, price is the one 'P' that generates revenue, while the other three 'P's incur costs. [This is why] Effective pricing is important to the success of your business" (Ehmke, Fulton, & Lusk, 2007). Pricing also includes how the customer pays, whether by installments or upfront, as methods of payment can affect the long-term solvency of the business.

Place" refers to the distribution channels used to get a product to customers. "hat your product is will greatly influence how you distribute it...Businesses that create or assemble a product will have two options: selling directly to consumers or selling to a vendor," and even exclusively B2B enterprises must select what type of vendor, whether small or large (Ehmke, Fulton, & Lusk, 2007). Promotion refers to the advertising and selling part of marketing, to individual consumers or businesses. "To be effective, your promotional efforts should contain a clear message targeted to a…… [Read More]

Works Cited

Ehmke, Cole, Joan Fulton, & Jayson Lusk. "Marketing's Four P's: First Steps for New

Entrepreneurs." Purdue Extension School. AICC. Retrieved 10 May 2007 at

Market research." (2007) Encyclopedia of Small Business. Retrieved May 10, 2007, from Web site:
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Marketing Service Provider Enpocket Conducted

Words: 896 Length: 3 Pages Document Type: Essay Paper #: 60611403

Howeve, the authos descibe thei findings using clunky sentences that make the epot vitually impossible to undestand. Fo example: "Highest levels of acceptance, on pa with TV and adio, among those egulaly eceiving makete messages and knowing these ae contolled by thei caie/potal" is a daunting sentence (3). In a epot as bief as this, sentences should be compact, succinct, and easy to ead.

Futhemoe, the visual aids in these thee sections offe little help. The thee-dimensional ba gaphs ae confusing, even if they ae pleasing to the eye. The gaphs do little to enhance the vebal explanations because the vebal explanations ae themselves lacking in claity. Futhemoe, the authos also use tems like "negligible ejection" and "some issues" in thei study, when they could have selected moe common phases like "stongly dislike."

Finally, "Consume Pefeences fo SMS Maketing in the UK" could be oganized in a manne that bette…… [Read More]

references for SMS Marketing in the UK" has the potential to be an interesting report but falls short due to technical and structural flaws.
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Marketing Products the Kind of Product the

Words: 1522 Length: 4 Pages Document Type: Essay Paper #: 92690969

Marketing Products

The kind of product the company will offer

Coffee Time Comprises of the following Sub-Brands

Coffee Time - Fresh & Ground

Coffee Time

Coffee Time-- Vending

Coffee Time - Xpress

Coffee Time-- Exports

Coffee Time - Perfect

Coffee Time presently has and runs 213 coffee shops in all significant cities in India. It belongs of India's biggest coffee corporation called Coffee Time, s. 200 crore ISO 9002 licensed business. Coffee Time's a lot of distinct facet is that it expands the coffee it serves.

Identification of its primary characteristics

Leaders of the Cafe Idea in India with the its first Cafe at Brigade oadway, Bangalore in 1996. This Cafe was opened as a Cyber Cafe (initially of its kind) however later on, with the burst of cyber coffee shops it went back to its core proficiency ... Coffee.

Basically a young people oriented brand name with bulk of…… [Read More]


Mckeown, M. (2012). The Strategy Book, FT Prentice Hall.

Pinson, L. (2004). Anatomy of a Business Plan: A Step-by-Step Guide to Building a Business and Securing Your Company's Future (6th Edition). Dearborn Trade: Chicago, USA.
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Marketing as a Quickly Rising

Words: 665 Length: 2 Pages Document Type: Essay Paper #: 80380289

This is very important when marketing as it is important to market the goods where they are needed and wanted.

Customer Satisfaction

One area of scrutiny in the article had to do with brand loyalty, "made in China" and other connected statistical metrics. While the Chinese consumer has a tendency to support its domestic goods, the expanding choices are making inroads with youth who are less committed to such a notion. As for a competitive environment, it appears that the consumer is enthusiastic about the expanding choices. Increased competition often increases the challenges that businesses face, yet this same increased competition often yields even more choices.


This is the kind of information that is needed in order to have successful multinational corporations thrive in China. In order to be better marketers, managers, strategic planners and so forth we must become Chinese. Assuming for a moment one has enough information…… [Read More]


Fan, M. (2006). How can multinational corporations retain their employees in China?

Retrieved from swp

McEwen, W., Xiaoguang, F., Chuanping, Z., & Burkholder, R. (2006). Inside the mind of the Chinese consumer. Harvard Business Review, 84(3), 68-76.
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Marketing Video Games Social Psychological

Words: 2103 Length: 8 Pages Document Type: Essay Paper #: 23675681

e. those that are contrary to the intent of the marketing material) are taken (Wesley & Barczak 2010). Psychological knowledge has allowed this balancing act in video game marketing to be much more finely tuned than it would be otherwise.

Ethical Principles

The first three principles discussed herein relate to the efficacy of various marketing efforts, and the considerations that must be taken into account in order for marketing to reach the people intended and be responded to in the desired manner. When it comes to the ethical principles of marketing it is less about direct efficacy and more about the overall social benefit and cultural values being upheld in marketing materials and efforts. The ethics of marketing are essentially limiting factors on the types and precise design of marketing materials that can be utilized for a given product or industry, but viewing them only as limitation does not really…… [Read More]


Carroll, R. (2010). "Video games business and marketing,." Accessed 8 August 2010. 

Global Media. (2010). Principles of marketing. New York: Global Media.

Higgins, L. (2009). Principles of marketing. Accessed 8 August 2010.

KnowThis. (2010). "Consumer buying behavior." Accessed 8 August 2010.
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Marketing Regulation and Consumer Behavior

Words: 3105 Length: 10 Pages Document Type: Essay Paper #: 15158556

The authors also note however that poor statistics serve as a de-motivating force, and that service companies should try harder to emphasize the positives rather than the negatives associated with working in the services industry if they want to continue to capture quality employee's interest.

Yet another problem with "service" in the service sector is "outsourcing." "Contracting out" (Postner, 1990) has long been noted as a primary problem in the service sector and related to service sector analysis because it is difficult to gather statistics on service when so many services are contracted out to agents abroad that may be willing to provide services for less money than it would cost a company to hire a traditional employee.

John (2003) proposes a simple solution to the "most obvious" problem in the services sector, which many describe as "customer service." The author suggests service institutions offer what he calls "customer-focused management"…… [Read More]


Clement, N. (2002 May) Strengthen school culture using a customer service audit. School Administrator, 59(5): p.35.

Gandhi, Jegadish & Ganesan, P. (2002) Services sector in the Indian economy: Macro

Dynamics - Sectoral Dynamics - Policy Issues. New Delhi: Deep & Deep Publishing.

Hogg, a. (2001) "Conducting online research." American Marketing Association, 17
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Marketing Mix in Successful Business According to

Words: 2092 Length: 8 Pages Document Type: Essay Paper #: 41543459

Marketing Mix in Successful usiness

According to the Oxford Dictionary of usiness, marketing is defined as "the process of planning and executing the conception, pricing, promotion, and distribution of ideas, products, and services to create exchanges that will satisfy the needs of individuals and organizations." (Dictionary of usiness) The marketing of a product concerns itself with such responsibilities as foreseeing changes in the demand for the product, promotion of the product, quality assurance, accessibility, and the price of the product must also accommodate the needs of the market. (Dictionary of usiness)

Marketing is a quintessential part of the business world and crucial to the success of any firm.

For the purposes of this discussion we will explore the four parameters of the marketing mix. We will also investigate the various methodologies of marketing. Finally we will provide the results and conclusions drawn from the research.

The Marketing Mix

The marketing…… [Read More]


Cross, Lisa. "Segmentation: When Less is More." Graphic Arts Monthly. June, 1999.

Dictionary of Business, Oxford University Press, © Market House Books Ltd. 1996

Glaskowsky, Peter N. "Truth counts -- even in Marketing." Electronic Business. December 2001.

New eMarketer research looks at e-mail marketing methods." Telecomworldwide. Jan. 30, 2002.
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Marketing Planning This Marketing Plan Details Itcorp's

Words: 8175 Length: 25 Pages Document Type: Essay Paper #: 9080087

Marketing Planning

This marketing plan details Itcorp's business model. It addresses the company's mission, policies, strategies and objectives to achieve profitability. Itcorp's integrated software and hardware solutions for healthcare providers are described at length, as well as objectives for the long-term.

Our company

Itcorp plans to begin operations starting in January 2006. One thing that is unique about Itcorp is how it got its start. In 1988, two partners, Max Renfield and C.L. Rotwang, decided to start Jetson's, a business offering IT solutions to companies in the small to medium size range; in those days, the market was segmented mainly according to size. In the early 1990s, many of the companies Jetson's had been serving had grown to the point that the company's IT solutions were no longer adequate and so the company had to expand its product line to continue to serve these customers (and prevent them from switching…… [Read More]


Infoplease (2005). United States - Largest Cities. Retrieved April 24, 2005 from the Infoplease Website:
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Marketing Plan for Glisten & Shine Glisten

Words: 4624 Length: 15 Pages Document Type: Essay Paper #: 62257352

Marketing Plan for Glisten & Shine

Glisten & Shine is jewelry and accessories-based company and shall be providing a variety of jewelry items such as necklaces, earrings, rings made from special customized gems, and later on would be diversifying its product line into bracelets, cufflinks, tie-pins, jewelry hair-pins and hair accessories, belts etc.

G&S's jewelry will be special as the customer will be able to re-use it over and over again and dye and re-dye it to suit his requirements, without spoiling the natural look. For making our product eye catching, we will make use of semi-precious, transparent and/or opaque crystal gemstone that will be coated with a special paste providing a natural precious look to the gemstones.

Glisten & Shine provides a unique product concept in a relatively maturing jewelry industry. This will give us an edge because customers are in that stage where they want something trendy as…… [Read More]


Amine, Lyn S.; Magnusson, Peter (2007). Cost-Benefit Models of Stakeholders in the Global Counterfeiting Industry and Marketing Response Strategies. . Multinational Business Review (St. Louis University), Vol. 15 Issue 2, p63-85. 23p.

Brassington, Frances & Pettitt, Stephen (2008). Principles of marketing, 4th edition, England, Pearson Education.

Findlay, Stephanie (2010). Jewelry for the masses, Vol. 123 Issue 25/26, p60-60. 3/5p.

Kay, Mark J (2010). Marketing and the Effects of Recessions. Phi Kappa Phi Forum, Vol. 90 Issue 2, p18-19. 2p.
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Marketing in Small Hotels I Read Summarize

Words: 539 Length: 2 Pages Document Type: Essay Paper #: 54708008

Marketing in Small Hotels

i read summarize paper, talking strong paper give opinion. s references summarize

Moriarty, Jane, Jones, Rosalind, Rowley, Jennifer, & Kupiec-Teahan, Beata. (2007). Marketing

in small hotels: qualitative study.

Journal of Marketing Practice: pplied Marketing Science, 26 (3): 293-315.

ccording to Moriarty (et al. 2007), the marketing practices of small enterprises form a unique subset of entrepreneurial techniques that are distinct from the positioning of larger entities. Given the decline in tourism in the United Kingdom, the focus of the authors is specifically upon the hotel industry as a way of shedding light upon ways to improve the prospects of the hospitality segment. The authors interviewed 15 small hotel owner-managers using loosely-structured telephone interviews and transcripts were organized according to common themes and then analyzed (Moriarty 2007:300).

literature review of research on small hotels found that "SMEs tend to focus on short-term goals rather than long-term objectives…… [Read More]

A literature review of research on small hotels found that "SMEs tend to focus on short-term goals rather than long-term objectives due to time constraints (Beaver and Harris, 1995) and prefer action rather than planning (Moriarty 2007:295). Their strategic marketing tends to be less formalized than large enterprises as well. "SME's have the advantage of having closer contact with customers and are more flexible, responsive to change and more innovative than most larger firms. They rely significantly on word-of-mouth for promotion" (Moriarty 2007:295). They lack the resources for formalized, large-scale marketing research and brand loyalty membership programs.

The researchers attempted to classify the interview responses based upon Carson's model of activity. However, because so many responses lay between Carson's scale of "little or no marketing" and "implicit or simple marketing," the researchers created an additional category of "inexpert marketing" to more effectively assess the responses (Moriarty 2007:300). "The additional category of "inexpert marketing" is a level of marketing between non-marketing and implicit marketing. The firm whose level of marketing planning is 'inexpert' has some understanding of the relevance of marketing and attempts to carry out marketing effectively, but does not have the required knowledge or experience to do so successfully" (Moriarty 2007:300). Inexpert marketers have a vague knowledge of size, location and possibly competitors, but little understanding of how to engage in segmentation, versus implicit marketers which do engage in some segmentation, and the sophisticated marketing of larger firms. In contrast, "the inexpert marketing hotel does not keep customer records because they feel that they know their regular customer base well, and converse on a first name basis with them. The hotel however does not know how many customers have used their hotel and previous customers are never contacted" (Moriarty 2007:308).

The lack of sophistication of small hotels in their marketing efforts is interesting, but the sampling size is somewhat limited -- not only is it small, but it was also concentrated in Wales. The extent to which this can be generalized to hotels in other areas remains questionable. Also, there is the question of if this lack of sophistication is a transitory phenomenon, given more and more small businesses are developing websites and using the Internet to engage in inexpensive marketing and advertising. Finally, there remains the question as to whether the refinement of Carson's model would be applicable to all industries, or simply to the hospitality industry. The article suggests the need for further research, as to the question of whether more sophisticated marketing could benefit small-to-medium hotels.
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Marketing Challenges -- E T Phone

Words: 571 Length: 2 Pages Document Type: Essay Paper #: 93173264

Applying the Data to Address the Apparent Challenges

On the basis of the Digitron marketing survey, ETPH will have to focus its marketing efforts in the following specific directions: First, it is essential to create a campaign that will increase the potential interest among those who have no current perceived need for cellular phone service. Second, that effort should emphasize the many situations and circumstances where the need for mobile phone capabilities are most useful. Third, future marketing campaigns should emphasize the convenient design and portability of the product and the fact that subscribing to cellular phone service provides only increasing flexibility and convenience for the user and does not in any way necessarily decrease the user's ability to choose not to respond to incoming calls.

Marketing Strategy

Based on the marketing research, the first ETPH marketing campaign should feature users in depictions of situations in which the target audience…… [Read More]