Marketing esearch 6855
The purpose of this paper is to apply the principles of Marketing esearch process by conducting secondary research for a real life organization and proposing primary research which can be done in the light of secondary research. The first section of the paper presents an analysis of Starbucks using SWOT, 5Cs Analysis, and five forces model. The second section proposes primary research to solve a specific marketing problem.
Situation Analysis for Starbucks
Situation Analysis gives a comprehensive overview of a firm's internal and external environment by analyzing its strengths, weaknesses, opportunities, threats, competitive environment, customer profile, collaborators, and overall business climate (Kotler, Brown, Burton, Deans, & Armstrong, 2010). This section explains the situational analysis for Starbucks using 5Cs Analysis (Company, Customers, Collaborators, Competitors, and Climate), SWOT Analysis (Strengths, Weaknesses, Opportunities, and Threats), and Michael Porter's Five Forces Model (Existing rivals, new entrants, substitutes, bargaining power of suppliers,…… [Read More]
Again, this could become a major competitive advantage in the core markets the company sells into today purely from a location and demographic standpoint.
Multichannel retailing and commercial distribution strategies based on customers' unmet needs - This is another major area that Kudler is not addressing today in any research, and this needs to become a strong focus if the company is going to continually attract new customers. Expanding into other geographic regions is just the beginning; the company needs to look to create an online store, also provide innovative and time-saving delivery options for commercial deliveries to restaurants and resorts in the area, as this will need to significantly increased sales.
Psychographics and needs-based segmentation study. There is also the need to define who their customers are over and above the specific demographic data that is easily obtained online from local governments and from free research providers. Kudler needs…… [Read More]
These issues are discussed further below.
Importance of esearch in elation to an Organization's Marketing Strategy and Tactics. In recent years, savvy marketers have increasingly been targeting discrete consumer segments through differentiated marketing techniques. According to the authors, "The distinctive nature of various consumer groups such as children, the elderly, women, and ethnic minorities has made them attractive market segments" (p. 364). Market segmentation and targeted marketing, though, are not without their dangers if what is being marketed is inappropriate for the intended consumers. "Targeting potentially harmful products at vulnerable and disadvantaged consumers such as children, the elderly, and inner-city residents has received negative publicity and been subjected to damaging litigation" (p. 364). In an increasingly dynamic and increasingly competitive globalized marketplace, though, companies that fail to take advantage of the tools that are available will be at a distinct disadvantage, but even companies that are not specifically engaged in…… [Read More]
Explain the diffeence between maketing eseach and a DSS.
Maketing eseach may povide data fo use in a DSS as input, but the knowledge component is an aspect of the human expet paticipation in the gatheing and analysis of data. Indeed, some compute modeling platfoms (such as Bayesian Belief Netwoks) employs a combination of data, modeling softwae, and the judgment of expets to make decisions about, fo instance, a poduct launch. Conventional maket eseach employed if-then scenaios only with geat expenditues of esouces, wheeas, with a decision suppot system, these scenaios can be changes expediently. Howeve, as with any automated system the quality of the decision is only as good as the quality of the input, an attibute that is difficult to assess in a lock-step pocess using an ove-simplified inteface. As machine modeling eaches moe disciplines, moe examples of how (and how much) these systems can fail.…… [Read More]
Marketing research results may either be confidential or may be posted publicly for any people to see. From the previous question, I was provided with the idea of considering whether I should make the marketing research results private or public. Communicating marketing research results may not be necessarily confidential or public. Instead, concerned individuals such as the customers and clients should be the major focus as to where marketing research results should be communicated. By allowing some confidentiality to the process of communicating marketing research results, the customers and clients can be similarly protected.
How this learning relates to the current business activities or issues?
Competition is always the name of the game in any industry. Especially in businesses, there are always competitors who would try to vie for an increase in number of customers and clients. The learning in this paper relates to the current business activities because it…… [Read More]
Marketing Research & Strategy
Analysis of "Driving your market" by David hitlark and Chad Allred
David hitlark and Chad Allred's journal article in Marketing Research, entitled "Driving your market," looks into the benefits of research in creating marketing strategies for products or services that a company will introduce in the consumer market. Studying in particular the hierarchical values map (HVM) as the primary tool of measurement in research, hitlark and Allred enumerates the functions of HVM in determining the consumer's propensity to patronize a product. Moreover, through HVM, the researchers discussed the extent in which market-driving strategy is generated, a new concept in marketing that reflects consumers' preferences and attitudes toward a product or service that they have yet to try or buy.
Centering the discussion on the functionality of HVM in determining market-driving strategies, the researchers identify the benefits of HVM in allowing companies and organizations to know the…… [Read More]
Marketing Research of Gourmet Grocery Store
The organization is not a chain of stores, but a group of three stores of medium size located at La Jolla, Del Mar and Encinitas in the San Diego area. The store is not trying to compete with the big marketing chains to achieve high volumes. At the same time, it has a very fine image, as it is located in high class shopping areas. The concentration of the store is on selling of food items consisting of "Fresh Bakery and Pastries, Fresh Produce, Fresh Meat & Seafood, Condiments and Packaged Foods and Cheese's and Specialty Dairy Products." Thus all marketing efforts have to be concentrated in these areas.
The objective of all marketing is to increase the level of profits that are being achieved through the business, and these are probably the objectives, which are the concern of all areas of business. Since…… [Read More]
Marketing Research Case Study
Case 2.2 is an examination of BAIGlobal, a marketing research firm that provides information on credit card and direct mail customer interactions. Recently BAIGlobal has expanded into the international marketplace, and their team of direct marketers is currently experiencing new challenges. Formerly working only within the United States, BAIGlobal faces many new challenges upon entering the international marketplace. Among the new products include Inside Track which provides information on credit card and direct mail customer retention and Mail Monitor which analyzes the performance of credit card and direct mail acquisition programs. Clients include large corporations such as AT& T, Chase and Pfizer Inc.
Does BAIGlobal seem to perform cross-sectional or longitudinal studies.
BAIGlobal performs cross-sectional studies, because their marketing research involves measuring the performance and retention of services provided by multiple companies over a period of time, to account for trends across all companies…… [Read More]
The authors looked at the effects of scents on recall of brands. They noted that, in spite of a lack of research, ambient scents are already being used in a variety of retail settings including grocery stores and restaurants. They are used for other purposes in both offices and subways. In two different studies, participants looked at photographs of brands. Some brands were familiar to the participants and some were not. Images were delivered via computer for specific lengths of times. During these episodes, a diffuser distributed scent into the room. 24 after this activity, the subjects' recall, for both name brand and recognition, were tested. In both studies, the presence of an ambient scent improved both recognition and recall. The authors provided supporting evidence for their research, including research demonstrating a tie between scent and memory, a possible scientific explanation for that tie, and an example of…… [Read More]
((Meel and Romans, 2010)
The present database marketing plan will examine the database and discover the following: (1) what information is in a customer file? (2) What internal information exists that can be linked to a customer file? (3) Is the information up-to-date? (4) What information exists externally?
III. Market Research Plan Implementation
Customer surveys will be developed and mailed as well as emailed to customers and will ask questions concerning the purchase habits of the customer including purchases made through other channels and from other companies by current customers. This will assist in understanding the customer's wants and needs and assist in informing the company of how it may best serve the customers and gain more of the market share simultaneously.
IV. Research Questions
Research questions asked in this marketing research plan will include but not be limited to the questions as follows:
(1) Why did you purchase the…… [Read More]
The study by Telpaz, Webb and Levy (2015) looks at whether electroencephalography (EEG) can be used to predict consumer behavior. The researchers conducted an experiment in which the EEG was used to measure brain activity while consumers looked at different consumer products. The EEG, when placed at a close enough distance, and when preference for one product over another was strong (resulting in different brain activity), the EEG reading was an effective means of predicting consumer purchasing choices.
The relevance of the study is that it provides retailers a cheap but effective way to determine consumer behavior so long as the right conditions are met. In order for EEG to be an effective predictor of purchasing actions, the ordinal and cardinal distance has to be substantial. If the EEG activity is not significantly different from one product to another the predictive value of this method declines. The meaningful finding…… [Read More]
According to Green and Tool (1993) "Marketing research is the systematic and objective search for, and analysis of, information relevant to the identification and solution of any problem in the field of marketing." The main aim of marketing research is to enable the beneficiary to take some steps, some that may be risky, though with confidence hence the need for observing absolute objectivity. It is due to this need that marketing research does adopt a scientific method and approach that will help turn the personal opinions, prejudices and notions into hypotheses and consequently test them in an empirical manner. The alternative views are also given due considerations independently as long as they can be of interest to the researcher.
Significance of marketing research
In the field of marketing, research is not just for the aim of learning but is a very central component in the good decision making…… [Read More]
Devise P and marketing strategies to earn greater trust, typing their performance back to the perceptual maps as a measure of performance. This is also a critical step as it will show the progress over time of selected marketing and P strategies to gain greater trust and credibility back.
Develop Voice of the Customer Programs and aggressively pursue getting channel members involved. Getting customers to have a sense of ownership over the products and also showing the willingness to act on their feedback is also critical for getting the company trusted again, and also ensuring product strategies are aligned with customer needs.
Initiate a Partner elationship Management system to measure the financial implications of both the recall and marketing strategies on the performance of channel partners and resellers.
Associated Press, (2007). Mattel issues new massive China toy recall. etrieved October 9, 2007, from MSNBC Web site: http://www.msnbc.msn.com/id/20254745/
CM Buyer…… [Read More]
Were the subjects giving their answers or the answers that the interviewers were trying to elicit? The lack of uniformity in the interview process makes that an impossible question to answer.
The focus groups themselves also had some basic problems. Besides being relatively small, they were not anonymous. In fact, each participant's name was recorded on a note card at the onset of the discussion. According to the case study, only the community school leader knew their actual identities, but their identities were not anonymous. Given the nature of this study, that was not a sufficient amount of protection for their identities. With regard to drug use and interaction, it would seem that the participants would want anonymity from this individual above all others. With that it mind, it seems clear that not all responses recorded were as honest as they might have been with the guarantee of anonymity. This…… [Read More]
Marketing Research on Athletic Shoe- Industry
The brand caters a promise of reliability, in effect that one stand behind their product. Branding is not an action we can realize overnight. A successful brand is built over time from the hundreds of little things we do right. . The brand is, at its core, an declaration of a standard performance. It guarantees that the product or service carrying that brand will live up to its reputation. The merit of a brand rises or falls with the integrity of the people behind it. The principles of the principals build or rupture a brand.
When running shoes first came on the market, it was a marvelous development over the old sneakers and high-tops. But soon the market became crowded with shoes bearing a wide variety of features, at a wide range of price points. The main players in the sports shoe industry are…… [Read More]
bars made by Kellogg's?
Have you ever eaten one?
If yes, at what time of the day did you eat it?
As a snack during the day
Do you use any other products made by Kellogg's?
If yes, which ones?
If you are a consumer of the Special K. bars, how often do you buy them?
On a weekly basis
On a monthly basis
Once every few months
How often do you eat the Special K. bars?
On a weekly basis
On a monthly basis
Once every few months
Are you satisfied with the product?
Why do you buy the Special K. bars?
I want to stay fit like their taste like the products made by Kellogg's
Who do you buy the Special K. bars for?
For myself and others
Where do you buy the Special K. bars from?
From the supermarket
From the…… [Read More]
2. What conclusions, if any, can we draw from the results?
There are numerous conclusions we can deduce from the campaign results. For one, teenagers are not influenced by celebrity endorsements as believed. This runs contrary to what the general public accepts as truth in regards to celebrity endorsement and its influence on teenage behavior. Both ads involving the celebrity did not fair as well as the ads with more real life implications. I believe an appropriate corollary then would be that teenagers are in fact immune to the ostentatious lifestyles of celebrities. Teenagers do not succumb to their banal attempts to impact their decisions in personal matters. In fact, it is this delusion of grandeur on the part of celebrities that causes the message to not seem genuine in the minds of teenagers. Equally as impressive, is the data concerning pragmatic and simple scenarios. Teenager resonate with adds the…… [Read More]
Marketing esearch: The Marketing esearch Plan of Extreme Exposure ock Climbing Center
The need for marketing research
The marketing research problem
Information types and sources (primary and secondary)
Methods of accessing data
Methods of collecting Data
Design data collection forms (or scripts)
The sample plan and size
Marketing esearch: The Marketing esearch Plan Extreme Exposure ock Climbing Center.
The need for marketing research
With the climbing market exploding, the creation of a modern climbing centers necessitates an incredible amount of making sure that it is competitive. It is clear that modern climbing gyms are real businesses that are out there generating real proceeds. They provide specialized services like corporate team building and youth climbing programs, and they have to deal with real issues like taxes and workman's compensation audits. The best climbing facilities are run by experienced management professionals who appreciate their success depends as much on customer…… [Read More]
As many of these types of foods are purchased for special occasions, there is also the need for measuring just how many events that typically occur in the projected customer bases' lives during any given year to further estimate market size. Not only does the number of cakes and desserts need to be forecasted, but the flavors and type of cakes and pastries as well. In short, primary research must assist in the primary strategic positioning of the store, validate the store concept, define the market position in terms of pricing and quality levels define the menu and its contents as best as can be measured as well.
In contrast to secondary research where time and costs are typically the major constraints that force companies to use published market research data, the formation of a new business is one is best managed as a longer-term, more thoroughly researched, and more…… [Read More]
In practical terms, there is very little difference between Gatorade and PowerAde. Both are forms of dietary supplements which often pose an unknown source of danger for individuals growing up to be sportsmen. All the growing up sportsmen should be educated on the subject as they are likely to face troubles in their life later, otherwise.
Many products that are marketed provide good returns for the marketing organization, but little benefits for the user.
The products are sports drinks and they are promoted with the images of sportsmen and Michael Jordan appeared on Gatorade bottles, but he did not get the benefit of having his own flavor. Now there is a new favorite of the sports world, and he is LeBron James, and his image will be the advertising for PowerAde's Flava 23. When the flavor was selected, James was a part of the process. The process took…… [Read More]
marketing research. There is one reference used.
hen marketing a product or service, it's vital to know who you want to reach. There are various factors that go into determining your target audience.
This paper looks into some of the statistics that may aid you in your research.
Cumberland County SPCA
The Cumberland County SPCA has the problem of being, as they put it "invisible." One of their main problems is knowing the groups of individuals they want to reach so they can find homes for their animals.
Age can be a factor for many reasons. Families with young children may be looking for that first puppy to love and help teach the child responsibility.
Young adults just graduating from college may want a kitten for companionship in their first apartment. hen the children all leave home, those who are in their 40's and 50's may fill the void…… [Read More]
Marketing Research on Three Minority Groups
Minority Research Paper
The following report is purposed on undertaking marketing research and gaining knowledge regarding different consumer markets. In particular, the report provides information about the size, location, purchasing power, and the market potential for the three largest minority target markets in the United States. These target markets include African-Americans, Hispanic-Americans and Asian-Americans. In addition, the report will expound and give detained analysis information of business potential for each minority target market.
Total numbers in the U.S.
million (United States Census ureau)
Percent of the total U.S. population
% (Centers for Disease Control and Prevention)
Rate of growth
The U.S. Census ureau forecasts that by the year 2060 there will be approximately 74.5 million African-Americans comprising those of more than one race in the United States, a figure that will constitute about 17.9% of the total U.S. population (United States Census ureau)…… [Read More]
Ethics of Marketing esearch in the Internet Era
Increasingly, management is being taken to be a critical production factor alongside the other factors of production. It therefore follows that the success of a business enterprise is largely hinged on the ability of management to make superior decisions. However, for managers to make effective decisions, they not only need a supportive decision making environment but also a set of tools to enhance their ability to correctly analyze and interpret information so as to advance the agenda of the business in an increasingly competitive marketplace. Marketing research is one such tool.
Marketing esearch as a Management Tool
The relevance of marketing research as a decision making tool for management cannot be overstated. According to Blankenship, Breen and Dutka (1998), marketing research can be taken to be "the systematic design, collection, analysis, and reporting of data and findings relevant to a specific situation…… [Read More]
I spoke to five male car owners in their 20s. Three of them had purchased a vehicle in the past two years, the other two had their cars for longer. None of them had purchased a Mustang, but one had a Camaro. The four that owned other types of cars indicated that they did not want a pony car for a number of different reasons, from gas prices to the fact that such cars did not suit their personalities. The other one chose the Camaro because it was the one that "felt right" and was unable to elaborate on that. The respondents, when asked to describe the brand's personality used terms like "fast," "muscle," and "cruising up and down the block." The consumers responded unanimously to the proposition that if the Mustang brand was attached to a different product, it would not make sense. The Mustang…… [Read More]
The primary limitation of using the existent data bases as a support for the current marketing research revolves around the fact they can contain outdated information, which was useful at the time the first research was taken, but are no longer applicable in the context of the current research, due to reasons such as changes in demographics, an increased competition or changing consumer preferences.
Personal interviews are similar to focus groups in the meaning that they refer to direct dialogues between the researcher and the audience -- in this case a single individual; the conversations are generally recorded for further analysis. The main advantage of this approach is that of an honest reaction to a product or a campaign promoted; the company could easily capitalize on its experience with the prospective customer and could significantly improve its offering. Nevertheless, there is the major disadvantage that personal interviews take…… [Read More]
Primary vs. Secondary Marketing Research: Which to Use, and When
Within marketing, primary research instruments can be designed to meet a company's unique, specific, or time-sensitive needs. Examples of primary research include surveys; interviews; and focus groups. Using primary research allows a company to gather information on a target market, e.g., what a focus group of "target market" participants thinks about a product or service before its actual introduction. Through using a survey as a primary research tool, a company can elicit feedback on products, services, and/or ways of changing or improving products. Focus groups; surveys, and interviews also help companies gather information on public receptivity to a new item or service. Prices prospective consumers might pay for future goods or services may also be researched using any (or all) of these types of primary research.
Secondary research, on the other hand, consists of locating and analyzing, previous studies or…… [Read More]
The statistics show that the table wine enjoys the largest popularity of all wines. Table wine is not just a tasty, but also handy. Its level of alcohol is reduced compared to the other two types, which explains why its consumption in litres is higher than for the other types.
From this point-of-view, virtually all European countries qualify as exporting countries, although their wine consumption in general is higher in the southern and western part of the continent.
Wine variety: semi-dry/semi-sweet/sweet/dry should come second as it reflects the European attitude towards the different types of table wine. The statistics show that different countries in Europe have different tastes when it comes to wine variety.
From this point-of-view, given that semi-dry and semi-sweet wines are popular in Europe as their taste is not extreme so it satisfied a wider range of tastes, El chileno branco qualifies as a popular product. Moreover,…… [Read More]
Marketing Information System
This is a type of management information system that is designed for supporting the process of marketing decision making. This is a system which is planed and entails the collection, processing, storage and dissemination of data in information form required in carrying out management functions.it is also termed as a system made up of people, equipment and procedure which are used in gathering, sorting, analyzing, evaluating and distribution of data to managers according to the required informational needs regularly. There are four main components of marketing information system these are internal records which gives reliable inside information of an organization; marketing intelligence that gives information collected from external sources; marketing research for solving marketing problems in an organization and marketing decision support system comprise of tools that assist managers in data analysis hence better decision making. The marketing decision support system enables marketers to get the information…… [Read More]
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]
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]
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]
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]
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]
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]
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]
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]
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]
Known in local market
Known in local market
Known in local market
Costs of selling in channels
Premiums not work product
Too high priced
Qualty at times questionned
Vertical markets including wildlife reserves
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]
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]
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]
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]
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]
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]
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]
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)
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]
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]
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]
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]
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]
The kind of product the company will offer
Coffee Time Comprises of the following Sub-Brands
Coffee Time - Fresh & Ground
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]
This is very important when marketing as it is important to market the goods where they are needed and wanted.
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]
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.
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]
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]
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]
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.
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]
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]
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]
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.
Based on the marketing research, the first ETPH marketing campaign should feature users in depictions of situations in which the target audience…… [Read More]
All reported spending more on major and non-major art supplies than they wanted to. School logos and school spiritedness was of a particularly low concern for these art majors.
Art majors in general, perhaps because they tend not to be active in other community events such as athletics or extracurricular activities outside of the art school, and face an uncertain job market for their majors as well as boast high online course enrollment rate, state that price is of the essence when purchasing supplies. Thus pricing strategy is vital in constructing a viable demand at the new on campus store. Offering art student discounts is one way to draw students in. Another might be to offer second hand books, or even a section where costly computer and graphic design items could be rented for the semester.
This is not to discount the importance of school spiritedness, however, merely that selling…… [Read More]
Shorter Sales Cycles
As an expert in the field, Remont will also enjoy the benefit of shorter sales cycles. People who come to them will require less research, and will push more people to their product (Charlesworth 2009). They will approach the site with confidence and they will find them buying quicker than ever.
Becoming an expert will also influence others in the trade to seek a business out. They will look to connect with Remont because of their money making potential, and whether they are offering similar or complimentary products, it will enhance business (Reis 2001).
The basics steps of leveraging the Internet must be understood before the technical one, and these following ones will serve as the foundation of the sales approach.
Step 1 -- Be Giving
Having the right attitude on the website is essential for making progress with Internet pages. The company needs to…… [Read More]