Marketing Strategy
Essays

¶ … exchange of currency have proliferated the Internet marketing world. Customers have faster and easier access to methods of exchange, deposits and payments, than ever before and the changes have come rapidly as more…

¶ … Marketing Principles and Practices to Organizational Goals

As the only element in the marketing mix that directly relates to generating revenue, this article examines the pricing strategy of Starbucks Corporation. The paper has two major segments with the first one exploring these pricing strategies and the role of discounting at the company. The other part provides a brief discussion of the SWOT analysis of Starbucks product/brand pricing.

REF: This report is written for Business Basic Phone Company to provide them with a description of the external environment in which they operate, to describe and analyze any internal or external problems they may be…

There are several significant advantages of using qualitative measurements in marketing research. The most significant is the ability to capture the voice of customers that may have evaded the more structured, numerically-based approaches that force respondents to provide a specific set of answers. Qualitative research can also lead to entirely new insights into a new market or service that has not been seen in the past, given the open-ended questions inherent in this approach to research. Qualitative research techniques also can be used to capture the shared knowledge of experts as well, as the Delphi Technique is so well-known and used for. Capturing the tacit expertise and knowledge of a specific group of thought leaders can also be accomplished using qualitative techniques as well. Additional advantages of qualitative measurements include the ability to complete greater exploratory or primary research into a specific subject, often following a specific line of questions as they develop within an interview. An additional advantage of qualitative research techniques are the ability to understand how prospects and customers make trade-offs on substitute products and services. While price elasticity studies are often highly quantitative in scope, the use of interactive discussions of pricing trade-offs can be highly effective in determining just how much a prospect is willing to sacrifice price for a given feature or benefit. The total value of a brand can also be ascertained through the use of these types of qualitative techniques, providing respondents with the ability to define in their own terms the value of the experience a brand delivers. The many advantages of qualitative research are predicated on having more interactive sessions with respondents, including the ability to ascertain how they make trade-offs over time on value versus price. For the many advantages of qualitative measurements, there are several disadvantages as well. First, the results of any study predicated on this approach cannot be analyzed at the higher levels of statistical analysis. As the results of studies and research completed with qualitative measurements are by nature not nominal, ordinal or interval in terms of data orthogonality, they cannot be used to represent an entire customer or segment population. At best they can be used as a means to capture nominally-based data that can lead to only a rough approximation of an overall market size or series of market dynamics. Qualitative data can only be as useful as the means used to capture it as well; if a methodology is very informal and focused on a series of loosely-guided objectives, the overall data will of mediocre quality at best. When the goals and objectives of a research study, in addition to the sampling frame and methodology lack rigor or precise focus, the resulting research can also lack precision and meaning. It is more difficult to create greater levels of meaning and transferability of data when the methodologies are highly qualitative in scope; the data is only relevant for a specific series of objectives and often is defined by applicability to a given point in time as well. Qualitative data is often also open to interpretation, as the methodology can be debated in terms of its relative appropriateness, robustness and value over the long-term. Finally, qualitative data cannot be taken entirely on its own; it must be combined with a series of other research sources to ensure relevancy and accuracy of interpretation, especially over time. In conclusion, qualitative data needs to be taken in context and often balanced with quantitative data to ensure a 360-degree view of a given situation or strategy of interest has the greater level of insights gained from research efforts.

The many responsibilities of product management revolve around their expertise in understanding the nuances and specific needs, preferences and wants of customers (Tyagi, Sawhney, 2010).

When it comes to marketing, e-commerce is definitely the wave of the future. Gone are the days when companies need to market through newspapers and on billboards or sales flyers to get attention.

The following pages focus on providing a marketing plan for a local company specialized in commercializing technology items, like mobile phones and accessories, laptops, I-pads, electronic games, and other products used…

When it comes to marketing, the action of selling something becomes more of an art. That is, it is up to the salesperson to persuade the buyer to purchase a certain object or service.

Of the four Ps of the Marketing Mix, Price is the most flexible. Why is that? Please defend your opinion.