Use our essay title generator to get ideas and recommendations instantly
Mobile Marketing Case Study
Business: Follow me; location-based services on mobile phones. (2010, Mar 06). The Economist, 394, 85.
Pelau, C., & Zegreanu, P. (2010). MOBILE MARKETING - THE MARKETING FOR THE NEXT GENERATION. Management & Marketing, 5(2), 101-116.
Valentino-DeVries, J., & Steel, E. (2010, Sep 20). 'Cookies' cause bitter backlash - spate of lawsuits shows user discomfort with latest innovations in online-tracking technology. Wall Street Journal.
Analysis of the data was done by within-case and cross-case analysis with regard to the mobile marketing applications. Within-case analysis allows researcher to analyze the interview data from hotels against the previous research or literature, boiling down a large amount of data into readily digestible and easily understood segments. Afterwards cross-case analysis is implemented to compare all cases to each other in order to find common patterns or themes, which also makes it easier to conclude the research. In general, case study methodology requires multiple sources of data. In the case of this study, the observation of mobile application, Internet website and mobile website of interviewed hotels was central to the research. Some hotels also provided the author with some artifacts that are also considered as sources of data (such as a flier and chocolate bar which had Q code on them).
In this chapter, the author has mapped…
Android market: google maps with navigation. (2011). Retrieved from https://market.android.com/details?id=com.google.android.apps.maps&hl=en .
How top performers measure return on investment for mobile marketing. (2011, March). Gleansight Deep Drive, 1-3.
The future of social media for hotel marketing, travel and tourism 85. (2012). Retrieved from http://irclay.hubpages.com/hub/the-Future-of-Social-Media-for-Hotel-Marketing-Travel-and-Tourism .
Milano, R., Baggio, R., & Piattelli, R. (2011). The effects of online social media on tourism websites. In International Conference on Information Technology and Travel & Tourism (pp. 1-12). Retrieved from www.iby.it/turismo/papers/baggio_socialmedia.pdf.
The Utility of Mobile Marketing in the Hospitality Industry:
An Evidence ased Approach
What is Marketing?
Categories of Demand
Case Study Questions and Data Collection
Issues in Application of Mobile Marketing
Mark Twain once quipped that, "Many a small thing has been made large by the right kind of advertising. The truth of this maxim is as true in today's marketing reality as ever. Marketing can be understood primarily as a business philosophy that puts the customer first. From this perspective, the primary goal of hospitality businesses should be to create and retain satisfied customers. This concept proposes that satisfying customers' needs and wants should be at the center of an organization's decision-making process. Professional marketers believe that this customer focus is the responsibility of everybody in the organization. Adopting this philosophy requires a total management commitment to the customer, and companies that pursue…
Brown, B. And Chalmers, M. 2003. Tourism and mobile technology. Proceedings of the Eighth European Conference on Computer Supported Cooperative Work: Helsinki, Finland.
Gleanster. 2011. Mobile Marketing. Gleanster, LLC. Open Resource Library. Accessed 21 Jan 2012. URL:
The proposed Virgin Mobile SmartPhone would be priced at the same level as the Palm Centro with additional features including support for Web browsing and support of web-based applications.
The high end of the SmartPhone market provides ample margin opportunities for Virgin Mobile to launch a new model into the mid-range of the market.
Palm Centro is defining the low-end of the market with a de-featured SmartPhone that leaves mobile professionals' needs unmet including realtors.
Lack of product and service offering specifically tailored to the unmet needs of the real estate professional is also a significant market opportunity Virgin Mobile can address with the proposed SmartPhone.
Today there is no pay-as-you-go SmartPhone in the market, and given the fact that many realtors are independent contractors, this is appealing it that there are no contract commitments with Virgin Mobile and no expensive contracts. The Virgin Mobile competitive advantage is the…
Consider the broad changes occurring in marketing today and identify themes that you believe are emerging from these changes. The most fundamental change in marketing today is that it has become increasingly consumer-driven (Lake, 2011). The marketing and advertising ploys popular in the days of the "Mad Men" advertising agencies don't work well with the sophisticated consumers who are networked to each other, access information online with ease, and -- following round-after-round of corporate fraud and betrayal -- have reached the apex of suspicion with regard to corporate behavior (Lake, 2011). Furthermore, consumers want to be engaged with brands in a new way (Lake, 2011). Consumers are looking to have conversations with brands in which they feel respected as knowledgeable individuals who spend some effort to stay informed (Lake, 2011). Marketers and advertisers are finding that they must take a different tact with consumers by inviting participation in the…
DeVault, G. (2012). Market Research. About. com
Lake, L. (2011). Marketing. About.com
Suggett, P. (2012). Advertising. About. com
Many researchers have conducted studies on many aspects of m-commerce and the use of mobile technology by consumers. deuyter, Kleijnen, & Wetzels (2006) stated, "M-commerce has been heralded repeatedly as the new service frontier of the millennium. Present market reality, however, seems to be less optimistic, therefore, the current study explores the factors contributing to the adoption of mobile services in a context of wireless finance" (p. 206).
Organization of the Study
Chapter two will consist of the literature review of published works and research studies on the subject of mobile commerce. There are many points-of-view and definitions of m-commerce and this chapter will attempt to examine the data as it relates to what is also referred to wireless e-commerce.
Chapter three through chapter five will substantiate and provide the details of the research methodology utilized for collecting the data. The collected data will be used to answer the research…
Amin, H., Hamid, M., Lada, S. & Tanakinjal, G. (2006). Undergraduate attitudes and expectations for mobile banking [Electronic Version]. Journal of Internet Banking & Commerce, 11(3), 7-7.
Bhatti, T. (2007). Exploring factors influencing the adoption of mobile commerce [Electronic Version]. Journal of Internet Banking & Commerce, 12(3), 1-13.
Birch, D.G.W. (2007). Near-field is nearly here [Electronic Version]. Journal of Telecommunications Management, 1(1), 55-68.
Brown, L. (n.d.). Observational Field Research. Retrieved January 24, 2009 from, http://www.socialresearchmethods.net/tutorial/Brown/lauratp.htm
Octagon Sports Marketing Plan
Octagon Sports Marketing
Octagon Sports Company has been proud to be an industry leader in terms of events management, sports and entertainment marketing, and representation of athletes and personalities al over the world. It was founded in the year 1983 and after wards acquired as sports and entertainment event marketing arm of the Interpublic Group of Companies (IPG) in 1997 by the same company (IPG). Currently Octagon Company is able to employ more than 1000 professionals in the more than 60 offices across the globe.
Octagon Sports Marketing Company has been a pioneer in terms of full service sports and entertainment corporate consulting, bringing together various marketing disciplines and services in a single roof for the benefit of our clients. The in-house resources that our company offers are efficiency and convenience and this is apart from traditional and specialized services offered. In several occasion the company…
Davis. The business of sports agents. University of Pennsylvania Press. Retrieved 14 July 2011.
Frank Craighili (2000) Despite costs, buying binge not over yet Retrieved March 15, 2014. http://www.sportsbusinessdaily.com/Journal/Issues/2000/05/20000529/No-Topic-Name/Despite-Costs-Buying-Binge-Not-Over-Yet.aspx
Los Angeles (CA) 2009) Entertainment PR/Marketing/Celebrity Consulting (First Call). Retrieved March 15, 2014 www.octagonfirstcall.com
McLean (2013) Athlete and Property Marketing. Retrieved March 15, 2014 www.octagon.com/AthletesPersonalities/13.
Mobile Loyalty ackground
The mobile telephone system is part of a global communication sector that has a number of distinct but interlinked elements. Whether one talks on a telephone, searches the net, emails, sends texts or downloads and participates in web-generated data sharing, one is using the mobile telephone network more and more, to the point where it and some of the competing companies appear to be reaching their service capacities. Or at least this seems to be the case when it comes to doing what these large providers should be best at: adding and keeping customers. Maintaining a loyal buyer base -- one that truly likes and advocates for the provider -- or at least happily retaining one beyond a small contract period is critical for any company that wants to be able to serve the global marketplace (Sharpley, 2009).
Underlying many of the customer service practices and promises…
BIBLIOGRAPHY & REFERENCES
BBC Mobile (2011, Aug. 31). Mobile Internet use nearing 50%. Viewable at http://www.bbc.co.uk/news/technology-14731757 .
Bomsel, O., Cave, M., Le Blanc, G. And Neumann, K-H. (2003). How mobile termination charges shape the dynamics of the telecom sector. The University of Warwick. Viewable at http://www.cerna.ensmp.fr/Documents/OB-GLB-F2M-FinalReport.pdf .
BuddeCom (2012). United Kingdom - Mobile Market Insights, Statistics and Forecasts. Viewable http://www.budde.com.au/Research/United-Kingdom-Mobile-Market-Insights-Statistics-and-Forecasts.html .
DigitalBuzz (2011). Infographic: Mobile statistics, stats & facts 2011. Viewable and downloadable at http://www.digitalbuzzblog.com/2011-mobile-statistics-stats-facts-marketing-infographic/ .
MAKETING POCEDUES FO VOLVO'S S60 MODEL
Market Analysis for the Volvo S60
Market Analysis for the Volvo S60
Volvo, a Swedish-based car production company, stands out as the leading manufacturer of premium cars. The company produces luxury cars with the vision to provide to the world the most luxurious desired automobile. The company's mission entails providing the world's most exciting and safest cars for the modern families. By extension company seeks to increase shareholders values.
Firm trust in their brands
Accredited environmentally friendly production process and use
High regard for safety
Good relations with the customer that achieves development of products related to customer preferences
The company following a change of guard seems to have confusion with identifying itself in the market
The products under the company logo appear costly compared other products in the market
Limited market shares and penetration
Grant, R.M. (2010). Contemporary Strategy Analysis, 7th Edition. New York: John Wiley and Sons.
Jan, T.S., & Hsiao, C.T. (2004). A Four-Role Model of the Automotive Industry Development in Developing Countries: A Case in Taiwan. The Journal of the Operational Research Society, 55(11), 110-118.
Trout. J. (2004). Trout on Strategy. New York: McGraw-Hill.
Marketing to the Bottom of the Pyramid
Ethical issues: 7
Social Issues: 7
Market Opportunity: 8
Value for underprivileged: 8
The underdeveloped countries are becoming major emerging markets with a huge potential based on the large populations. The large corporations operating in developed markets also expand in international markets. The multinational companies operating in under developed and developing countries also look for opportunities in the market through a different approach. The key question that needs to be answered is that these markets have different dynamics in terms on consumer preferences, geographical locations, and income at the disposal of a large number of inhabitants. The businesses including major multinational corporations also look for opportunities in establishing their reach and appeal to the locals that are under privileged and in some cases the bottom of the pyramid (BOP) market segment. These underprovided populations not only live under the poverty line but they…
Chikweche, T., & Fletcher, R. (2012). Revisiting the marketing mix at the bottom of pyramid (BOP): from theoretical considerations to practical realities. Journal of Consumer Marketing, 29(7), 507-520.
Kacou, E. (2010). Entrepreneurial Solutions for Prosperity in BoP Markets: Strategies for Business and Economic Transformation. USA: Pearson Prentice Hall.
Kahn, K.B. (2011). Product planning essentials. USA: ME Sharpe.
Rangan, V.K., Quelch, J.A., Herrero, G., & Barton, B. (Eds.). (2007).Business solutions for the global poor: Creating social and economic value. USA: John Wiley & Sons Inc.
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…
Apple, Investor Relations (2013). Investor Relations. Retrieved April 18, 2013 from Apple Investor Relations and Filings with the SEC Web site: http://www.apple.com/investor/
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.
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…
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, http://www.datamonitor.com/store/Product/nintendo_co_ltd?productid=AC85BB43-AE55-413B-A0AD-445DFE712CE3 last accessed on November 26, 2010
2010, Nintendo Co. Ltd., Hoovers, http://www.hoovers.com/company/Nintendo_Co_Ltd/crxkki-1.html last accessed on November 26, 2010
Coined by marketing guru Jay Conrad Levinson, guerrilla marketing is marketing that is unconventional, nontraditional, not by-the-book, and extremely flexible. The nine major differing factors from conventional marketing provided in "360 Degree Internet Marketing - Think Outside the ox for Minimum Cost, Maximum Results," (2001), are:
Instead of investing money, you invest time, energy and imagination.
Instead of guesswork, you utilize our expertise and experience.
Instead of measuring your success in terms of traffic, responses or sales, you do so in terms of profits - your bottom-line.
Instead of ignoring customers once they've purchased, you follow-up for cross-sales, up-sales, and referral sales with great persistence.
Instead of only concentrating on making sales, you are dedicated to making relationships, which result in many more sales over the long-term.
Instead of focusing on a single strategy, you utilize a combination of many.
Instead of growing large and diversifying, you grow profitably…
360 Degree Internet Marketing - Think Outside the Box for Minimum Cost, Maximum Results," (2001), (Bulls Eye Marketing Group), Available: http://www.bullseyemarketinggroup.com/guerrillamarketing.html (Accessed 2003 March 1).
Arora, S. (2000), "Guerilla Launch Tactics," (eFuse), Available: http://www.efuse.com/Grow/guerilla_marketing.html (Accessed 2003 March 2).
Case Studies," (the Viral Factory), Available: http://www.theviralfactory.com/casestudy.htm (Accessed 2003 March 1).
Churchill, C. "Search Tip: Use Gateway Pages," (NetMechanic), Available: http://www.netmechanic.com/news/vol2/search_no2.htm (Accessed 2003 March 2).
Marketing Problem Nokia
Marketing problem: Lack of product innovation
Current marketing environment of Nokia
Marketing Problem Nokia
Nokia Corporation is a Finnish company that manufactures mobile phones, mobile computers, and networks. The company also provides services such as maps and navigation, music, media and software solutions for mobile phones. From late 1990s to late 2000s, Nokia remained the highest mobile selling company of the world. This however has changed recently and many other companies have effectively reduced the market share of Nokia. There are many causes of this decrease in global mobile sales share of Nokia however; one marketing issue has caused this downward journey more than others. The company reported having negative € 2.3 billion of operating income in FY 2012 whereas net income of the company was also reduced to -€ 3.1 billion in 2012 (Nokia Annual eport, 2012). Although Nokia was the first company to have launched…
Ewing, A., Moritz, S. & McMahon, M. (2013). Nokia Unveils Lumia Phone with Camera to Revive Demand. Bloomberg Businessweek. Retrieved from: [ http://www.businessweek.com/news/2013-07-11/nokia-to-sell-phone-with-high-resolution-camera-to-revive-demand ]
Gassee, J.L. (2012, April). Nokia: Three Problems for deposed king of Mobile Phones. The Guardian. Retrieved from: [ http://www.guardian.co.uk/technology/2012/apr/23/monday-note-nokia ]
Nokia Annual Report. (2012). Enabling a Mobile World. Nokia Siemens Networks. Retrieved from: [http://i.nokia.com/blob/view/-/2268488/data/3/-/NSN-form-2013.pdf]
e. English-Mandarin) or for multiple packs (i.e. 12 language packs). There is only one competing product on the iPhone App Store and it does not have these capabilities. The product is a complement to the existing line of iTravl translators and Lingvosoft applications for other high-end multi-function mobile devices.
Because the product has a high-end position, it should be priced accordingly. The current prices for Palm OS for example range anywhere between $79 for single language packs to $199 for multiple language packs. The iPhone applications should be priced within a similar range. The current competitor Mobile Glot has their basic dictionaries priced for free, which reflects the low quality of their product relative to Ectaco's products.
The placement for this product will be the iTunes App Store. This is the sole outlet for such applications specific to the iPhone. The target market searches the app store for these products…
Translation.net. (2010). Handheld devices and PDA software & utilities. Translation.net. Retrieved January 25, 2010 from http://www.translation.net/handheld.html
Middleton, C. (2009). Let technology do the talking: Testing mobile translators in Chinatown. The Telegraph. Retrieved January 25, 2010 from http://www.telegraph.co.uk/travel/travelaccessories/4370561/No-longer-lost-in-translation-Testing-mobile-language-devices-in-Chinatown.html
FedSpending.org. (2010). Contracts to Ectaco. FedSPending.org. Retrieved January 25, 2010 from http://www.fedspending.org/fpds/fpds.php?company_name=ectaco&sortp=r&detail=0&datype=T&reptype=r&database=fpds&fiscal_year=2005&submit=GO
White, J. (2008). Start your engines: Mobile application development. DevX.com. Retrieved January 25, 2010 from http://www.devx.com/SpecialReports/Article/37693
It also competes with some renowned brands in the United States and other major markets of the world. The it and consumer electronics industry has been showing a rapid growth for the last few years. Anticipating huge potential of growth in this industry, numerous new companies are entering the market. These new entrants are manufacturing same quality products for the same target customers. Therefore, they are also a big threat for the company for its new iPad keyboard and case combo (Kotler, 2008).
iii. Threat from the substitute products:
There are no direct substitutes for iPad keyboard and case combo. However, all those manufacturers that offer keyboard and protective covers or cases separately can be regarded as the alternative choice for this innovative product. For example, if a customer does not need Bluetooth keyboard, but wants to protect his iPad from damage and scratches; he will definitely go for buying…
Bearden, W.O., Ingram, T.N. & LaForge, R.W. (2007). Marketing: Principles and Perspectives, 5th Edition. Boston, Mass: McGraw-Hill
Brassington, F. & Pettitt, S. (2006). Principles of Marketing, 4th Edition. Harlow: Financial Times Prentice Hall
Groucutt, J., Leadley, P. & Forsyth, P. (2004). Marketing: Essential Principles, New Realities,1st Edition. Sterling: Kogan Page.
Jenny, M. & Scammon, D.L. (2010). Principle-Based Stakeholder Marketing: Insights from Private Triple-Bottom-Line Firms, Journal of Public Policy & Marketing, 29 (1): 12-26.
Customer Value Equation of the Product
Product Marketing Mix
Product Promotion Process
Target Market Analysis
Global Ethical Marketing Considerations
The globe and its entire human race in the twenty first is witnessing revolution in many facets of life and technological boom in communication is one of the immense transformations that have changed the standard and ways of living. Quite a few of the technological brands and products are surging ahead even to the leading economies as well as underdeveloped and developing nations. Apple iPhone is one of those brands that have become widely accepted and well-known, and has captured numerous consumers ranging from U.S. To Europe to Asia (White, 2012).
Apple iPhone is one of the U.S. based brands that offers hi-tech communication product (mobile phone) to its customers with a wide variety of features such as games, music, videos, web connectivity and many…
Baum, B., Hackstein, M., & Mehling, M. (2012). Strategic Marketing: Assessment of why the Sony Walkman brand lost out to iPod in terms of its position and level of demand in the marketplace. USA: GRIN Verlag.
Campesato, O. & Nilson, K. (2010). Web 2.0 Fundamentals: With AJAX, Development Tools, and Mobile Platforms. USA: Jones & Bartlett Learning.
Ferrell, O.C., & Hartline, M.D. (2010). Marketing Strategy. 5th Edition. Mason, Oh, USA: Cengage Learning.
Kline, J.M. (2010). Ethics for International Business: Decision-Making in a Global Political Economy. 2nd Edition. New York, USA: Taylor & Francis.
In order to incorporate the electronic education business into Med Ed, Learner is going to need to set out some performance benchmarks for the unit that reflect the bricks-and-mortar Med Ed educational leadership. There are a few different issues, therefore, that need to be covered. The first is the setting of performance benchmarks, which should reflect both the competencies of Cyber Health and the mission of Med Ed. The second issue that needs to be addressed is how these different performance benchmarks contribute to the organization's overall objectives.
eb Site Design
There are several different benchmarks for web site design. Kim, Shaw and Schneider (2003) have proposed six categories of benchmarks for e-commerce: business function, corporation credibility, contents reliability, website attractiveness, systematic structure and navigation. These cover most of the critical areas, but because with electronic education the students actively interface with the school over the web, there will…
Kim, J., Suh, E. & Hwang, H. (2003). A model for evaluating the effectiveness of CRM using the balanced scorecard. Journal of Interactive Marketing. Vol. 17 (2) 5-19.
Kim, S., Shaw, T. & Schneider, H. (2003). Web site design benchmarking within industry groups. Internet Research. Vol. 13 (1) 17-26.
Marketing Plan for Combined Home and Cell Phones:
Home and cellular phones have transformed the communications arena since they have revolutionized the perceptions of people regarding voice communications. Traditionally, home phones have been the most commonly used tools for voice communications while cellular phones remained inaccessible to many customers because of their high costs. However, in the past few years, both home and cell phones have been widely used as communication gadgets. The use of cell phones has been fueled by the investment of time and resources to develop the system's capacity and lessen their costs as well as the emergence of several cellular phone companies. While the traditional home phones are still in use across many residential places, cell phones have become increasingly common because they have been developed into large-scale consumer products. The focus on marketing both home and cell phones acts as a new positioning and beneficial…
"Cell Phones Retailer Business Plan." (n.d.). Bplans: Your Business Starts Here. Retrieved April
6, 2012, from http://www.bplans.com/cell_phones_retailer_business_plan/executive_summary_fc.php
"Cellular Marketing Strategies." (2006, January 10). Phone Dog. Retrieved April 6, 2012, from http://www.phonedog.com/cell-phone-buying-guide/cellular-marketing-strategies/
Maxwell et, al. (2007, May 22). iPhone Marketing Plan. Retrieved April 6, 2012, from http://www.iphoners.com/threads/iPhone-marketing-plan.141/
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…
Anonymous (2011). Marketing. Retrieved from http://www.freezingblue.com/iPhone/flashcards/printPreview.php?fileid=119645
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 http://www.jeffandersonconsulting.com/marketing-research.php/survey-research/research-methods
They will also be in charge with packaging the product.
4.2 Distribution Strategy
The distribution channel will be considerably simplified given that the PortAlarm is a DIY system. Therefore, company will no longer have to send their electrician to install the alarm system. His presence within the company is however compulsory for he will have to attend any complaints and additional services required by the buyers.
The distribution will be a direct one, no intermediaries interfering in the process. The client will be able to pick up the product form the company's location, reducing as such the company's logistic expenses.
4.3 Promotion Plan
The PortaAlarm will be promoted both directly and indirectly. The direct strategies imply that Starlet Alarms will present the new product to their customers with the aid of their sales representatives. The telesales staff will contact the past customers they have in the company's database and will…
Aanalyze the marketing implications for reaching markets segments using both "space" (digital) and a "place" (physical) mediums. How can customers move effortlessly from one to another?
The use of digital (i.e. The Internet) and traditional media (newspaper / TV) are allowing customers to be able to learn more about different products as well as services that businesses are selling. They can be used to: create more interest in the merchandise and drive sales for the organization. The way customer can easily go from one medium to the next is when they will see or hear about a particular product in traditional forms. Once this takes place, they will then visit their web site later on. (Stokes, 2010, pp. 257 -- 279)
A good example of this took place recently between Cadillac and Apple. What happened was Apple was in the final stage of preparing to launch the I…
Dilworth, D. (2010). I Pad Changes Digital. DM News. Retrieved from: http://www.dmnews.com/iPad-changes-digital-mobile-game/article/167230/
Long, T. (2009). Using Social Media to Reach Women. Heart Health. Retrieved from: http://www.nhlbi.nih.gov/educational/hearttruth/downloads/html/sm-study.htm
Naughton, K. (2010). Cadillac Distances itself from GM. Business Week. Retrieved from: http://www.businessweek.com/news/2010-03-09/cadillac-distances-itself-from-gm-to-escape-bankruptcy-stigma.html
Stokes, D. (2010). Entrepreneurship. Hampshire: Western.
Roadmap of Co-branding Positions and Strategies, the Journal of American Academy of usiness, Cambridge, Vol. 15, Num. 1, September 2009
The delicate balance of managing brand equity across multiple product lines and brands vs. attaining a unified global brand capable of serving as a scalable platform for future growth is explored in Roadmap of Co-branding Positions and Strategies (Chang, 2009). Illustrating how co-branding strategies need to be applied in the correct customer, product, messaging and service context, the author successfully shows how the organizational level of co-branding is just as important as the co-branding type of strategy implemented. Using the example of the HP-Compaq merger as the basis of how to implement enterprise-wide co-branding initiatives, the author shows how this strategy differs significantly from the cooperation-based co-branding of SONY and Ericsson and their many co-development projects in the mobile industry (Chang, 2009). Contrasting these are the department-level coordination…
Chang, W. (2009). Roadmap of Co-Branding Positions and Strategies. Journal of American Academy of Business, Cambridge, 15(1), 77-84.
Marketing Plan of Cingular Wireless
Cingular Wireless is a U.S.-based company that is focused on providing cellular mobile services through its wireless data services, which includes GSM and TDMA technologies. GSM (Global Systems for Mobile Communication) technology is the most basic form of wireless service that allows users to receive data service by connecting their mobile phones to cell site towers of Cingular. TDMA (Time Division Multiple Access) technology, meanwhile, allows users to use the same communication medium over different time slots. With the help of these technologies, Cingular Wireless is able to offer services ranging from text messaging, voice calls, and even multi-media messaging (MMS) that allows users to capture images and use video streaming/messaging with the use of their mobile phones.
Cingular Wireless' Promotions strategy is geared toward the mass communication media, such as broadcast (television) and print media. Through these very powerful media forms, Cingular was able…
Cingular Wireless Official Web site. Available at http://www.cingular.com.
Leotta, J. "A Singular Stance: Cingular's Commitment to Creative Expression." 17 June 2002. iCan! Incorporated Web site. Available at http://www.ican.com/news/fullpage.cfm/articleid/73-85BA77B465798635/cx/employment.for_employers/article.cfm .
Mucha, T. "Cingular Sensation?" 19 March 2003. Business 2.0 Newsletter Online Web site. Available at http://www.business2.com/articles/web/0,48145,00.html.
What Salesforce does is create microsites, Twitter accounts, Facebook fan pages and LinkedIn accounts for their events, so that potential attendees can learn about the events' details through the channels that best fit their needs (Bernoff, Li, 2008). Each of these online approaches Salesforce uses are also heavily supported by video and audio clips, and an entire range of digital content that can be downloaded and played anytime potential attendees choose to. All of these aspects of strategies are also measured using online analytics as well, which are critical for all event marketing and selling strategies (Schwartz, 2011).
Of the many marketing and selling strategies for events, three of the more effective ones based on research include promoting online events in real-time, marketing an event using the natural beauty or attractiveness of the venue, and marketing events with a celebrity or thought leader. All three have proven to be…
Bernoff, J., & Li, C.. (2008). Harnessing the Power of the Oh-So-Social Web. MIT Sloan Management Review, 49(3), 36-42.
Rob Davidson. (2011). Web 2.0 as a marketing tool for conference centres. International Journal of Event and Festival Management, 2(2), 117-138.
Hoffman, D., & Novak, T.. (2011). Marketing Communication in a Digital Era: Marketers should focus efforts on emerging social, mobile and local trends. Marketing Management, 20(3), 37.
Matthew Schwartz. (2011, April). A holistic view of analytics: Marketers are making strides to connect metrics with companies' overall goals. B to B: Interactive Marketing Guide 2011, 96(4), 16.
Grooming not only helps in zeroing in on external parasites and skin wounds, and does not allow fur to fall on furnishings, it also helps in spending a good quality time establishing a quality time with the feline friend. In case of shorthaired cats, one can use a metal comb which is fine-toothed on a weekly basis and a rubber brush or natural bristle to eliminate the traces of dead hairs. ("Grooming Cats," n. d.) ii) Price:
It is important to note that quality and price are the two most vital needs of a balanced marketing mix and hence either one in the absence of the other is most definitely to fail. At the time of fixing the pricing structure it has to be ensured that one squares off his overhead, including a profit and compare with other companies offering a same dog grooming service. In order to do this,…
Kirsten, Jacob. (1995, Winter) "Costing and pricing information services" Fee for service, vol. 2, no. 1, pp: 1-7.
Middlebrooks, Britanny. (2007, Sep) "Pet love mobile dog grooming"
Retrieved 25 January, 2008 at http://www.associatedcontent.com/article/376515/pet_love_mobile_dog_grooming.html
N.A. (2007) "Dog washing and grooming outside your home -wherever you live" Retrieved 25 January, 2008 at http://www.dialadogwash.com/dadwservice.html
Marketing Plan -- Translator Connect Services
Marketing Plan -- Translator Connect
Marketing Plan for Translator Connect Services
This section outlines the marketing plan for Translator Connect Services. The plan consists of four components: Target market analysis, promotional strategies, marketing communications, and sales and marketing channels. The section below briefly describes the services and attributes of the translation services business.
Translator Connect Service Offering.
Translator Connect Service provides translation services to business, government officials, and travelers who must transact business in foreign lands. Translation services are offered to clients in two ways: Live translators may be accessed via a toll-free phone number in order to provide direct translation during the business transaction. The estimated translation accuracy for this option is 75%. Customers may also access translation services by using a phone application that instantly converts in-put voice to digital text which can be read aloud to the native speaker. This second…
Derval, D. (2007, July 12). Wait marketing: Communicate at the right moment at the right place. Business: Marketing eZine Articles. Retrieved http://ezinearticles.com/?Wait-Marketing:-Communicate-at-the-Right-Moment-at-the-Right-place&id=639759
Kurtz, D.L. MacKenzie, H.F., & Snow, K. (2009). Contemporary Marketing, (3rd ed.). Victoria, UK: Thompson-Southwestern. Retrieved http://books.google.com/
Lamb, C.W., Hair, J.F., Jr., & McDaniel, C. (2008). Essentials of marketing. (3th ed.). Cengage Publishing. Retrieved
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…
Among the more obvious reasons is the simple elimination of overhead and initial construction costs for new bank branches. Though such costs are shared by all banking customers, it requires a sizeable initial investment on the part of the bank, and customers might not be plentiful enough to make the sharing of these costs feasible for either potential customers or the banks. With mobile banking, not only are the overhead costs of a physical branch eliminated, but many transactions can actually be conducted without any contact between the customer and bank personnel. This further eliminates costs associated with branch banking while allowing more affordable access to more complex services.
This reduction of overhead costs is observable in other forms of branchless banking, as well, as can clearly be seen in the massive reduction in costs when point-of-sale third party agents were introduced to the microfinance arena (CGAP a 2009). Additional…
CGAP a (2009). "Mobile banking: Overview." Accessed 13 November 2009. http://www.cgap.org/p/site/c/template.rc/1.11.14910/
CGAP b (2009). "Technology: Project profiles." Accessed 13 November 2009. http://www.cgap.org/p/site/c/template.rc/1.11.45745/
WorldBank. (2008). "Mobile banking to transform microfinance." Accessed 13 November 2009. http://web.worldbank.org/WBSITE/EXTERNAL/NEWS/0,,contentMDK:21765683~pagePK:64257043~piPK:437376~theSitePK:4607,00.html
Business users will be charged $45 a month for data. By giving back the revenue to the carriers, which they may use for subsidies, Apple is hoping to dramatically increase its volume, as well as sell more Macintosh computers to iPhone users" (Markoff 2008).
This tradeoff illustrates an important aspect of marketing any new technology -- not only must the product be affordable, but so must the service itself. Apple is striving to convince consumers that using as well as buying the iPhone is financially feasible and also hopes its attractive pricing strategy for the iPhone will convert more consumers to the use of its other product, like Macs, because of the satisfaction they derive from the iPhone. Additionally, while business users are charged more per month because they use more data services, Apple also has tried to still make the iPhones attractive to businesses, by selling them the phone…
Apple iPhone." (2008). CNET. Retrieved 6 Aug 2008 at http://reviews.cnet.com/smartphones/apple-iPhone-8gb-at/4505-6452_7-32309245.html
Balan, Elena. (30 Jul 2007). Nokia to make iPhone competition with new music download service." So ftpedia.com.Retrieved 6 Aug 2008 at http://news.softpedia.com/news/Nokia-to-Make-iPhone-Competition-with-New-Music-Download-Service-61324.shtml
Holson, Laura M, (2008)."AT&T targets business customers with iPhone." The New York Times. Retrieved 6 Aug 2008 at http://bits.blogs.nytimes.com/2008/06/09/att-targets-business-customers-with-iPhone/index.html?ref=technology
Markoff, John. (10 Jun 2008). "Apple aims for the masses with a cheaper iPhone." The New York
Marketing in the anking Industry
Prescott Valley, Arizona
Abridged Literature Review
While there are many industries in the world that are growing at a rapid pace, one of them is exceedingly doing well. This is because it relies upon the monies and funds of its customers and greatly influences the other industries as well. This is the banking industry. Although a common part of every consumer's life, the banking industry has been growing and developing globally. To understand such growth, the attention instantly goes to the strategic and marketing techniques that have been applied by the people of this industry. Therefore, to gain a thorough and concise outlook of the marketing wonders that have continue to enable the banking industry to succeed at all fronts, the research topic that has been proposed for this research paper is 'marketing in the banking industry'. This topic will not only…
Berger, A.N. (2003). The Economic Effects of Technological Progress: Evidence from the Banking Industry. Journal of Money, Credit, and Banking, Volume 35.
Chaneta, D.I. (2010). Marketing: Packaging and Branding. Journal of Comprehensive Research, Volume 8, 19-30.
Flaunet, M. (2012). Banking Industry Challenges. Retrieved from Deloitte: http://www.deloitte.com/view/en_LU/lu/industries/banking-securities/banking-industry-challenges/#.UlTYD9KBlac
Jr., G.P., & Hoskins, L. (2006). The Case for Market-Based Regulation. Cato Journal, Vol. 26, No. 3, 469-487.
Another way to increase the market share could materialize in product developments. This would ensure that the number of customers increases as the product offering becomes more diversified and is able to suit more tastes. Sales would immediately boost up, in part due to the promotional strategies, but the growth must be sustained even after the promotions are over. The reason for this specification is that several companies registered record sales during promotional periods, but the revenues were unsustainable in normal periods.
Constant communications with the final consumers and the retail customers would also help in identifying newer needs and trends. The satisfaction of these demands would eventually lead to more buyers and a significantly higher market share.
Improve customer relations good relationship with the customers, both end consumers as well as retail customers, is the key to a successful corporate outcome. In order to improve it, the company could…
Hays, C.L., 2004, the Real Thing: Truth and Power at the Coca-Cola Company, Random House, ISBN 037550628
Lloyd, M.E., 2008, Coca-Cola CEO: 2nd Half '08 to Remain Challenging in North America, CNN Money, last accessed on July 18, 2008
2008, Official Website of the Coca-Cola Company, http://www.thecoca-colacompany.com , last accessed on July 18, 2008
2008, Ansoff Matrix, Strategy Vector Model, http://www.strategyvectormodel.com/index.php?option=com_content&view=article&id=56&Itemid=62last accessed on July 18, 2008
In approaching sports marketing, many advocate what is called the 'JOBS' approach: hat 'job' is the product doing -- what fundamental problem is your customer trying to solve? hat objectives do your customers use to evaluate solutions? hat barriers limit your customers' ability to use your solution? hat solutions do your customers consider? The problem might be a perceived lack of purpose in life or 'respect' -- which may cause many fans to identify heavily with local sports teams, for example. Objectives might be entertainment, a feeling of fan identification with a player or a team, or enjoying a rivalry between two teams. Barriers might be cost, a feeling that the players are overly market-driven and don't care about the fans, and solutions might include increased interactivity between fans and players, ideally through an online format (Poe 2009).
Online interaction and connectivity will be vital to sports marketing of the…
"ABA" Hoopedia: NBA. May 22, 2009.
Abrams, Jonathan. Talk to the Newsroom: N.B.A. Reporter. The New York Times.
May 11, 2009. May 22, 2009. http://www.nytimes.com/2009/05/11/business/media/11askthetimes.html?pagewanted=all
Mobile Wireless Portal
Evaluation of the eWeek Mobile Wireless Portal
The eWeek Mobile Portal combines an impressive amount of news and analysis on mobile devices, mobile operating systems including iPhone, Android and many others, and the integration of these technologies into enterprise strategies. Coverage of how mobile technologies are used in Customer elationship Management (CM), Sales Force Automation (SFA), and throughout direct marketing is included in the portal's contents. The benefits of the portal are the timeliness of its news and analysis, the depth of reviews of new mobile devices specifically designed for the enterprise, and the links to more advanced technical information as well. The disadvantages of the portal include its heavy reliance on advertising, which tends to clutter up the page and makes it difficult to navigate. Another disadvantage of the portal is the lack of direct access to the more interesting tests of wireless network performance. That…
Boluk, P., Baydere, S., & Harmanci, A.. (2011). Robust Image Transmission Over Wireless Sensor Networks. Mobile Networks and Applications, 16(2), 149-170.
Li, T., Leith, D., & Malone, D.. (2011). Buffer Sizing for 802.11-Based Networks. IEEE/ACM Transactions on Networking, 19(1), 156-169.
Lorincz, J., Capone, A., & Begusi, D.. (2011). Optimized network management for energy savings of wireless access networks. Computer Networks, 55(3), 514.
Without this, the revenue potential for the truck will be diminished.
As the product is essentially self-distributing, it is worth considering that we also need a vehicle to haul the food truck around town. The truck is a self-contained unit, but it may require driving. To that end, we will need to either ensure that our food truck is self-driving or if using a trailer that we acquire a truck to drive it. Depending on the city bylaws, we may need to move the cart frequently, multiple times per day. Thus, we need to have reliable transportation for the truck.
Additionally, distribution is naturally going to be governed by local ordinances. Distribution and opening hours are closely related. As a result, it is important that Yats is able to secure permits for various locations that will allow the truck to maximize its opening hours. The timing of the permits is…
Those proposals included broadening its vital presence, and strong growth, in commercial markets and health imaging, refocusing research and development dollars; speeding investments in commercial markets; and taking over other companies and technologies to enlarge Kodak's portfolio of digital products and services.
On the force of its taking over Kodak Versamark and NexPress, Kodak's Graphic Communication Group is piling a portfolio of major variable-date printing equipment providers. Kodak's Digital and Film Imaging Systems business persists to prove its success in digital markets. In 2003, Kodak's share of the consumer digital camera market went up to No. 4 across the world, making the strong acceptance of the Kodak Easyshare range of cameras. Kodak the sole company coming in the Top 5 also ranks No. 2 in digital camera sales in America. Following just 8 months after entering the snapshot printer market in April 2003, Kodak claimed the top slot and persists…
Eastman Kodak. http://www.coursework.info/i/51664.html . Retrieved from Accessed on 4 June, 2005
Health, Safety, and Environment 2004 Annual Report: Employee Training an Important Practice at Kodak. Eastman Kodak Company. Retrieved at http://wwwcaen.kodak.com/U.S./plugins/acrobat/en/corp/environment/04CorpEnviroRpt/HSE2004AnnualReport.pdf . Accessed on 4 June, 2005
Introduction. Retrieved at http://www.kodak.com/U.S./en/corp/kodakHistory/index.shtml . Accessed on 4 June, 2005
Kodak Reports Significant Progress in Digital Growth Strategies. 22 September, 2004. Retrieved at http://www.cdrinfo.com/Sections/News/Details.aspx?NewsId=10658Accessed on 4 June, 2005
The approach Sony continues to take is one of concentrating on continual process improvement to become more agile and resilient in the face of environmental factors (Olenick, 2010) while at the same time seeking to comply with national requirements for sustainability and green initiatives including supply chain compliance (Svensson, 2009).
Legal Factors -- Sony has a culture that embraces learning as a virtue, and continually strives to gain insights from the experiences of other Japanese companies and their legal and regulatory lessons learned. The case mentioned earlier of Toshiba Machinery Company and their sales of unauthorized milling machines to the ussians decades ago still is a foundational element of Japanese ethical training for managers (Ohishi, Naoto, 1993). As the United States and other western nations have continually seen the level of compliance and reporting escalate up through government edict, Sony has continually had to increase its focus on contract management…
Marketing of Small and Medium Sized High Tech Companies. Journal of Euro - Marketing, 12(2), 5-27.
Bernoff, J., & Li, C.. (2008). Harnessing the Power of the Oh-So-Social Web. MIT Sloan Management Review, 49(3), 36-42.
Business Line: MARKETING: TV, laptop to lead Sony sales. (2010, December). Businessline.
Luis J. Callarisa Fiol, Miguel a. Moliner Tena, & Javier Sanchez Garcia. (2011). Multidimensional perspective of perceived value in industrial clusters. The Journal of Business & Industrial Marketing, 26(2), 132-145.
On one hand, this may alter the consumers' trust in the company's products which are perceived as intangible compared with those goods that can be purchased from the shelves of specialized stores. On the other hand, resorting to intermediaries implies paying a certain commission which results in higher prices for the respective products. Moreover, the success of selling through indirect channels depends, to a great extent, on the distributors' efforts and knowledge. Although they receive tuition from the producer's technical staff, there may be several interests leading to a prominent discordance between the distributors' behavior and the company's expectations towards it.
Threats primary problem that ADEL could encounter is the Australians' lack of information on biometrics secondly, Australians have a favorable attitude towards traditional security methods based on patrolmen or alarm systems the Australians' misconception about prices (most of them think that the price of an effective security system exceeds…
Brown, C., 2000. Australians' attitude to security, [Online], Available:
http://www.infolink.com.au/articles/A4/0C0026A4.aspx [2007, January 24].
Brabender, T., 2004. I Can't Afford a Publicity/Public Relations Campaign - Can I? [Online], Available:
http://www.mplans.com/dpm/article.cfm/135 [2007, January 24].
They handled the situations in case the way they did in order to improve customer experience and increase their loyalty.
This behavior is supported by Nordstrom's management that encourages its employees to exceed their job requirements when assisting customers. From this point-of-view, there are numerous differences between Nordstrom and most of its competitors. For example, Sears is one of the department stores that do not seem to pay that much attention to the quality of customer service. Sears' merger with Kmart was supposed to improve customer experience, but the numerous complaints from customers reveal a different situation. Customers complain about the modifications made within the stores, which confuse them, and make it difficult for them to identify the products they are interested in. Also, customers complain about the fact that the staff at Sears is not able to properly assist them.
3. The retailing mix used the company ensures the…
1. Howard, T. (2005). Viral Advertising Spreads through Marketing Plans. USA Today. Retrieved February 23, 2001 from http://www.usatoday.com/money/advertising/2005-06-22-viral-usat_x.htm .
The direct selling strategy will be a website that will include a product configuration application. A distribution partner portal will also be created which gives distributors and dealers the ability to customize the Liberta Ultralight in quantity for their customers as well. The use of channel strategies to actively promote the use of mass customization as a product differentiator will also be accomplished through intensive dealer and channel training (Swiercz, Lydon, 388). Finally the use of an integrated Partner Relationship Management (PRM) system that will give channel partners the flexibility to provide resellers with support on a 24/7 basis will also be created. The intent is to create enough support for channel strategies so they can produce up to 60 -- 70% of overall revenue for the product line.
There are many different aspects of promotion that need to be included in the launch of the Liberta Ultralight.…
Zuhair Al-Obaidi, and Mika Gabrielsson. "Sales Channel Strategies in Export Marketing of Small and Medium Sized High Tech Companies. " Journal of Euro - Marketing 12.2 (2002): 5.
Bernoff, J., and C. Li. "Harnessing the Power of the Oh-So-Social Web. " MIT Sloan Management Review 49.3 (2008): 36.
Doern, R.. "Investigating Barriers to SME Growth and Development in Transition Environments: A Critique and Suggestions for Developing the Methodology. " International Small Business Journal 27.3 (2009):
Cooke, M., and N. Buckley. "Web 2.0, social networks and the future of market research. " International Journal of Market Research 50.2 (2008): 267.
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"…
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
The people who have not yet gone in for the Plasma TV are more or less happy viewing the conventional TV, but want to go up in the value chain and aspire one day to buy a Plasma TV and like to be at par with their aspirational group who has already bought one. (the Psychology of Consumers -Consumer Behavior and Marketing)
Associative reference groups comprise of people who more practically represent the individual who are equal as regards their position in the society, income levels like co-workers, neighbors, members of clubs and organizations. As these people considers them near equals, a purchase by one member within the reference group triggers to think about the purchase by the other members of the society. The purchase of a Plasma TV, by a colleague belonging to a particular organization might instill confidence in the other employee to think about buying a similar…
Buying a Plasma TV" (November, 2004) NSW Office of Fair Trading-Department of Commerce. Retrieved at http://www.fairtrading.nsw.gov.au/pdfs/corporate/reportonpurchasingaplasmatv.pdf. Accessed on 18 February, 2005
Cassavoy, Liane. (November 03, 2003) "Should You Buy a TV From a PC Maker?" Retrieved at http://www.pcworld.com/news/article/0,aid,113009,00.asp . Accessed on 18 February, 2005
Gateway feels lure of consumer electronics" Retrieved at http://news.com.com/Gateway+feels+lure+of+consumer+electronics/2100-1041_3-1015744.html . Accessed on 18 February, 2005
Gateway Plasma TV to undercut prices" Retrieved at http://news.com.com/Gateway+plasma+TV+to+undercut+prices/2100-1040_3-964156.html . Accessed on 18 February, 2005
being specific. In addition, the use of advertising and sales promotion also is used on products that are quickly purchased yet have a high level of customer loyalty associated with them. All of these conditions would favor using an advertising and sales promotion driven approach over a personal selling one. Examples of products in this category include soft drinks, groceries of all types, and low-end consumer electronics that are purchased quickly based on brand loyalty over intensive analysis. In general, products that have lower margins and are highly commoditized are those that are sold through this approach. Personal selling on the other hand is very expensive as a sales strategy are often is used in situations where the sales cycles are longer as customers evaluate options more thoroughly, and where the products being sold are much higher in price. The greater the price of a product, the less commoditized it…
Michael Burkett (2005, July). The "Perfect" Product Launch. Supply Chain
Management Review, 9(5), 12-13. Retrieved November 21, 2007, from ABI/INFORM Global database. (Document ID: 875601091).
Jari Collin, Dennis Lorenzin. (2006). Plan for supply chain agility at Nokia:Lessons from the mobile infrastructure industry. International Journal of Physical Distribution & Logistics Management, 36(6), 418-430. Retrieved November 20, 2007, from ABI/INFORM Global database. (Document ID: 1079220951).
Chan Kim, Renee Mauborgne. (2005). Value innovation: a leap into the blue ocean. The Journal of Business Strategy, 26(4), 22-28. Retrieved November 22, 2007, from ABI/INFORM Global database. (Document ID: 888965931).
Marketing / Business
Grade11 Marketing / Business Activity
Activity 1: Braun Pocket Radio
Entertainment has always been the most integral and essential part of lives of people regardless of the demographics, socio economical backgrounds, or age groups. The form of entertainment has evolved over a period of time with the evolution in technology. One of the most common and popular form of entertainment is music. Music lovers exist around the world and in every age group. hile the music listening equipment dates back to the huge gramophone and radio, with the evolution in technology and industrial revolution, smaller and more portable equipments were invented. There came a time when the bigger equipments were replaced by the small portable radios.
Talking about the 1960s, it was known as one of the first most hip fashion eras. The fashion scene was influenced by major fashion hubs around the world. Besides clothing and…
Abraham Maslow -- Maslow Hierarchy of Needs. Ict-learning now. 11 November 2010. Web. 10 January 2011.
1960's Braun Products Holds Secret to Apple's Products. Gizmodo. 14 January 2008. Web. 10 January 2011.
Rewind the Fifties. Loti.com. Web.10 January 2011.
Apple Classics and their 1960s ancestors. Guardian. 16 January 2008. Web. 10 January 2011
Ten years ago when the Rescue Heroes line was launched the teamwork concept had just started taking root and remains viable even in a society as individualistic as ours. Five years ago the term teamwork remained an effective marketing tool. Moreover, the types of occupations symbolized by the Rescue Heroes are team-oriented and do impart positive social values. Therefore, Fisher Price has successfully leveraged a key social value and used it to sell their products.
I would not change the Fisher Price approach. However, Fisher Price could expand the product line to include modular play stations. These play stations would allow for children to truly amass a team of Rescue Heroes and play with their friends. The Rescue Heroes should ideally include non-white and female models. Currently, all models are white males. Blatant gender and ethnic stereotyping hurts the product line and goes against the concept of teamwork the company…
Fisher Price Toys: Rescue Heroes." Retrieved Mar 14, 2007 at http://www.fisher-price.com/us/rescueheroes/default_flash.asp
Nextel's Marketing Plan for Industrial/Business Customers
Industry Overview a. Market Competitors
Nextel comes in the competitive carrier service market in the U.S., competing with Sprint PCS and other large industries like Verizon Corp. And Cingular ireless LLC. Almost in the same time line as Sprint PCS, Nextel started new approach to increase sales by maximizing e-commerce strategy. Revolution in web performance and thorough accessible service via web site has put Nextel as major player and gained secure position in top wireless-service sellers. Major purchases happen through online transactions. This has put Nextel one step ahead Verizon and Cingular. Moreover, although targeting for major businesses, the company has taken advantage from its growing image toward special niches, for example blue-collar workers in remote construction sites (Long, 2001).
b. Nextel's Market Position and Market Share
Nextel's current position is quite solid, as it has been serving 80% of 500 U.S.…
Business Wire. Nextel Partners Launches Major Retail Initiative, Expands Locations from 4 to 40 to Meet Growing Demand. Mar. 12, 2003. CNet News. May 29, 2003. Web site: http://news.cnet.com/investor/news/newsitem/0-9900-1028-20933582-0.html
Clabaugh, Jeff. Nextel Partners' Loss Shrinks Amid Booming Sales. Apr. 30, 2003. Bizjournals. American City Business Journals Inc. May 29, 2003. Web site: http://www.bizjournals.com/account/sign_in?uri=/washington/stories/2003/04/28/daily26.html
Long, Josh. Sprint PCS, Nextel Lead Online Pack, Study Finds. Nov. 2001. Phone Plus Magazine's E-channel. May 29, 2003. Web site: http://www.phoneplusmag.com/articles/1b1echan2.html
Nextel Company Profile. 2003. Accessed May 29, 2003. Web site: http://www.nextel.com/about/corporateinfo/profile.shtml
Another popular section seemed to be accessories for mobile devices, although this section seemed to be most popular with young people.
I noticed that a lot of shoppers physically examine the products prior to purchase. They read the back of video games and Blu-Rays, and they play with computers and cameras before they purchase. Yet, you cannot really do that much with either of those devices in comparison with how much you would use them in the real world. So there is only limited benefit in playing with those things before purchase. As a marketer, however, that people are willing to handle just about anything prior to purchase indicates that perhaps they like to see and feel things just to give them some comfort in their minds.
4. The idea that Best Buy is Amazon's showroom is hyperbole. Best Buy sells $50 billion a year, and almost all of that…
Ford can learn about the auto industry's opportunities by analyzing the actions of Toyota. Another way is to analyze other lines of your company's business. For example, Nestle can examine its baby formula business in order to gain insights into its chocolate business.
A company can also analyze ongoing trends in order to learn about the macroenvironment. A company can study trends in the macroeconomic environment, because central governments in Western countries typically publish a wide range of economic data. For example, rising interest rates can signal the end of a housing boom, a threat to construction companies. Rising GDP, however, can be a good sign to retailers. Analyzing other trends can also hint at threats and opportunities. Demographic trends, for example, can be valuable. An aging population hints at opportunities for retirement homes or golf courses, while an increase in Spanish-speakers in the United States might provide opportunity for…
Apple has a very strong brand name that is helping it to build share for the iPhone, but the product is expensive. It is believed that there is considerable room for a competitor to target the student market with a lower-priced but also feature-rich device.
The mainstream player in this market is the humble cell phone. Popular phones such as the Motorola Razr have camera functions, and new phones are being introduced with mp3 players and other technology. It appears as though there is some degree of technological convergence happening between cell phones and PDAs/Smartphones. The result is that the Sonic 1000, compared with these devices, is a superior product. Yet its pricing is fairly competitive relative to the new wave of feature-rich cell phones. This leads to the following positioning statement for the Sonic 1000:
"The Sonic 1000 is a portable device that will replace the cellphones of the…
Quick MBA.com (2007). Porter's generic strategies. QuickMBA.com. Retrieved September 15, 2010 from http://www.quickmba.com/strategy/generic.shtml
Kinetz, E. (2010). Indian industry groups reject RIM security forum. Globe and Mail. Retrieved September 15, 2010 from http://www.theglobeandmail.com/report-on-business/indian-industry-groups-reject-rim-security-forum/article1687525/
Precis Marketing. (2010). How to develop a positioning statement. Precis Marketing. Retrieved September 15, 2010 from http://precismarketing.co.uk/positioning%20statement.pdf
Brandwerks. (2010). Brand differentiation and improving the perception of quality. Brandwerks. Retrieved September 15, 2010 from http://www.brandwerksgroup.com/images/PDFS/Brand_Differentiation.pdf
These businesses represented potential revenue with a lower startup cost than expansions on the manufacturing side.
To this point, the strategy had been successful. Ford's development functions had improved in efficiency and profitability had increased. Cost savings in 2000 totalled $500 million, for a total of $3.7 billion over the previous three years. There was some strategic logic to the push into services, in terms of capturing downstream revenues. However, this initiative did not support the previous objectives.
n 2001, Ford fell into tougher times. Whether the service businesses could be viewed as a distraction that harmed Ford's focus on its core business is questionable, but certainly those businesses were not a major factor helping Ford through this period. The main successes that helped Ford in this period were sales in Europe, which generated significant improvements in both revenues and profit. n North America, it was again automobile manufacturing that…
I would also recommend that a greater emphasis be placed on predicting future trends. For most of the time period in the case, Ford's marketing was geared towards selling what the production units were making. At times, this strategy left Ford in a situation where they were reacting after the fact to shifts in the automotive industry's key drivers. Nasser started taking a more consumer-centric approach with the made-to-order idea, but the follow-through does not appear to have been strong. However, the idea has merit - if Tauruses and Explorers are on the downswing, it is best not to have lots full of them.
The environment in which Ford operates moves quickly. Key drivers like fuel prices and the strength of the global economy change more quickly than do Ford's production and marketing capabilities, as we saw in 2001, a year in which Ford recorded heavy losses despite the fact that it was realizing cost savings from the Globalisation 2000 plan. Ford needs to continue on the path towards reading customer needs in advance, so that they are not caught so far out of position when these shifts occur. There is no evidence that Ford had a plan, for example, in the event that fuel prices spiked. Indeed, they knew throughout the 1990s that the Taurus was slumping, but did not put a strong focus on this vehicle until well into the 2000s, after fuel prices had spiked.
The third main recommendation is that Ford should focus its marketing on the developing world. The competition in the developed world is intense. The market is both mature and lucrative. This fierce rivalry has lead to rounds of cost-cutting in order to maintain profitability in the face of declining market share. In this type of situation, marketers may not be limited in the tools they have at their disposal, but they will inherently be limited in their effectiveness. The easier money is to be made in growing markets. This can be seen in the multi-billion dollar figures that each of the global auto companies is plugging into the Chinese market, for example. Ford's $1 billion, however, is not enough. That sort of money will get them into the game, but will not allow them to win it. Ford needs to put a greater focus on key emerging markets in order to capture the easy market share that is there for the taking. As the North American market in particular has shown, once a market matures, there is little a firm like Ford can do to retain market share, much less gain new share. Securing a dominant position in emerging markets like India and China should be a marketing priority now.
Trendy Electronics, Inc., is a small company that is family owned and which is just about to celebrate its five-year work anniversary. Trendy Electronics sells the latest electronics ranging from computers to television screens, stereos and fridges and microwaves to companies and organizations for their use. The forty employees of Trendy Electronics face plenty of marketing challenges because more and more companies are opting to purchase electronics from supermarkets. In the past few months the employees have been quite idle. The biggest test that Trendy Electronics faces is to come up with better marketing techniques to retain its customers and also attract new clients as well. An assessment and appraisal of the business's internal strengths and weaknesses and external opportunities and threats functioned as the basis for this strategic examination and marketing plan. To be more precise, the marketing plan places emphasis on the business's growth strategy, signifying…
Dickson, P.R., Ginter, J.L. (1987). Market Segmentation, Product Differentiation and Marketing Strategy. Journal of Marketing, 51(2), 1-10.
Information retrieved from: www.bplans.com
Information retrieved from: www.mplans.com
Kotler, P., Keller, K.L., Brandy, M., Goodman, M. & Hansen, T. (2009). Marketing Management, 1st edition, New York: Pearson Education.
This information is necessary to presenting order to offer a clear set of data to potential buyers. Then, there is the second set of data, which appeals to consumer emotions. Owning the new Maserati car empowers the individual, offers him prestige and makes a fashion statement.
Another feature integrant to the market positioning plan would revolve around the limited number of automobile manufactured and sold. The fact that the car is only available within given restrictions makes it more interesting and desirable to the consumer. The fact that only few people will be able to own the car -- and that the potential buyer has the ability to become one of these few people -- further increased the interest in the Maserati vehicle. In other words, the company should promote the idea that the new car is a unique one and that the owner of such a product could also…
Twitchell, J., August / September 2002, Needing the Unnecessary -- The democratization of luxury
Wilkinson, S., 2009, Selling the Bugatti Veyron, Forbes Magazine, Edition of March-April
2008, History of Industry, Japan Clock and Watch Association, http://www.jcwa.or.jp/eng/historyindustry/history01.html last accessed on May 27, 2009
Mobile Manufacturing, Inc.
"This new product has to be right. If we can't gain back a significant share of the mobile phone market with this product, MM is not going to be here next year."
ith Mobile Manufacturing's back to the wall, so to speak, the company needs a bold marketing plan that will capture every bit of value that is possible in the market. This includes not only the traditional value, but also the perceived consumer value that is associated with their new product. However, to launch a marketing plan for the target market, the realization needs to be made that there are several different market segments that could potentially be targets for the company. Therefore, to really get the most impact out of the product launch, each different segment will need to be considered independently and a comprehensive plan must be designed to hit each individual target that…
Konzak, L. (2012, December 25). Top 3 Distribution Technology Trends for 2013. Retrieved from MDM: http://www.mdm.com/blogs/5-distribution-technology/post/29596-technology-2012-12-25-top-3-distribution-technology-trends-in-2013
Lazar, M. (2016, March 10). Ecommerce Statistics all Retailers Schould Know. Retrieved from Ready Cloud: https://www.readycloud.com/info/ecommerce-statistics-all-retailers-should-know
On Digital Marketing. (N.d.). The 5 Customer Segments of Technology Adoption. Retrieved from On Digital Marketing: http://www.ondigitalmarketing.com/learn/odm/foundations/5-customer-segments-technology-adoption/
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…
Charlesworth, A. 2009, 'Internet Marketing: A Practical Approach', Butterworth-Heinemann, Oxford, UK.
Ferrell, O.C. And Michael D. Hartline, 2008, 'Marketing Strategy, 4e', Thomson South-Western, Mason, OH.
Lee, O. 2001,'Internet Marketing Research: Theory and Practice', Idea Group Publishing, Hershey, PA.
Ries, A. And Jack Trout, 2001, 'Positioning: How to Be Seen and Heard in the Overcrowded Marketplace', The McGraw-Hill Companies, New York, NY.
Marketing DQ's http://tvadsongs.uk/coca-cola-advert-song-singer-coke-2016-brother/.
The most popular commercials currently trending are the coca cola and the Samsung advert. Although these are some of the oldest brands in the market, they still strive to woo clients through marketing gimmicks. This also gives a chance for people to access such good information in ways that make them potentially willing to buy. For instance, Coca-Cola has invested heavily in addressing the market threshold and seeking a lifestyle appeal to the people who belong to a class that loves leisure (Connolly, 2010). The marketing strategy targets the youths and is geared towards a romantic appeal. In an advert dubbed 'Hey brother taste the feeling', the message seeks to appeal to relations to be bound by the drink. The advert has been running for a year now and has effectively succeeded in bringing in the right appeal to the market. Mostly importantly, sales have been reported…
Connolly, Sean. Advertisements. Mankato, MN: Smart Apple Media, 2010. Print.
Gay, Richard, Alan Charlesworth, and Rita Esen. Online Marketing: A Customer-led Approach. Oxford: Oxford UP, 2013. Print.
Louis, J. C., and Harvey Yazijian. The Cola Wars. New York: Everest House, 2010. Print.
Price, Jonathan. The Best Thing on TV: Commercials. New York, NY: Viking, 2009. Print.
(Harris & Dennis, 2002, p. 72) These human factors will be explored in more detail below.
2.3. Human Barriers
As is evident from the above discussion, while many of the barriers to e-marketing are technological and demographic in nature, what is also apparent from the literature on the subject is that there are many human barriers to these developments. Central to these human barriers is resistance to change. As one pundit states, there are a number of reasons why people may be unwilling to accept organizational and technological changes implicit in e-marketing; for example when their stability and security is threatened and "… Coping strategies and comfort zones are affected." (Harris & Dennis, 2002, p. 74) This can occur when new emerging technologies are introduced.
The growth of e-marketing methods can therefore cause anxiety in some people who may feel threatened by these new technologies and approaches to marketing and…
Bielski, Lauren (2006) 'Debit's Growing Popularity', ABA Banking Journal, vol. 98, no.1.
Chan-Olmsted, S 2002, 'Branding and Internet Marketing in the Age of Digital Media', Journal of Broadcasting & Electronic Media, vol 46, no. 4, pp. 641+.
Dholakia, N, Fritz W, Dholakia R. And Mundorf N (Eds.) 2002, Global E-Commerce and Online Marketing: Watching the Evolution, Quorum Books, Westport, CT.
Doyle P. 2000, Value-Based Marketing: Marketing Strategies for Corporate Growth and Shareholder Value, John Wiley & Sons, New York.
John Clarke, Chief Marketing Officer
FOM: Jane Williams, Marketing Assistant
SMS-BASED STUDENT QUIZ SEVICE
Our marketing strategy is directed at the key decision-makers, i.e. The school administrators who select the textbooks to be used for the semester. This report contains a proposal outlining a unique marketing program to reach out to the consumer, i.e. The students. The Prep-on-the-Go program in an SMS subscription quiz package that will provide reinforcement material to school students in the form of a series of questions related to a subject. The improvement in student performance will enhance the credibility of textbooks published by the company.
adiant Publishers has been publishing and marketing textbooks to school administrations for more than a decade. The main purpose of the books is to improve the academic performance of the student. However, the effectiveness of the textbook depends on the teacher and not only the student. There is a need…
Friedrich, R., Grone, F., Hobling, K., & Peterson, M. (2009). The March of Mobile Marketing: New Chances for Consumer Companies, New Opportunities for Mobile Operators. Journal of Advertising Research. 49 (1), p54-61.
Leppaniemi, M., & Karjaluoto, H. (2008). Mobile marketing: From Marketing Strategy to Mobile Marketing Campaign Implementation. International Journal of Mobile Marketing. 3 (1), p50-61.
Mirbagheri, A., & Hejazinia, M. (2010). Mobile Marketing Communication: Learning from 45 Popular Cases for Campaign Designing. International Journal of Mobile Marketing. 5 (1), p175-192.
Okazaki, S., & Barwise, P. (2011). Has the Time Finally Come for the Medium of the Future? Journal of Advertising Research. 51, p59-71.
The following is a sceen captue of the game.
Mobile Advetising at Disney
At the initial Mickey and Minnie Block Blast game sceens thee is the potential to also use this on a tablet o smatphone by setting paametes. Disney is one of the leades is using HTML5 and auto-sense technologies that allow games to immediately be configued on the fly fo a given device they ae going to be used on (Edwads, Gove, 2011). Fo this game, when accessible on an Apple iPad fo example, the configuation and sceen esolution completely changes and suppots the device it is being viewed on. This suppots the technology leadeship position Disney has in these gaming aeas. The full configuation of the game fo Mobile is so tanspaency the playe doesn't have to do anything on the most popula devices.
Disney has also ceated the ability to give paents contol ove…
references, and requests. Journal of Advertising, 36(2), 87-100.
Rocks, D. (2007, Apr 30). Disney's mobile nanny. Business Week (Online),, 1.
These additional offerings can help to generate higher, sometimes passive, earnings as well as increase a firm's potential differentiation. Ways" (Margarit,
Methods that can be used to do just this include the following:
Setting up a knowledge base that your clients can have access to that includes a FAQ or query function allowing your clients to query you for information.
Using a feedback form where clients can offer their input as their needs and product suggestions can help in determining valuable information concerning customer's needs; and if the product is difficult to operate the provision of free or subsidized training will assist customers to overcome these difficulties.
Margarit relates that automation of the various functions of the firm through use of web technology results in a significant saving of operating costs..."
The work of Chatterjee entitled: "Technology for Establishing a Global Presence Using Electronic randing & Marketing: A Perspective Implementation…
Aker, Jenny C. et al. (2005) Marketing Institutions, Risk, and Technology Adoption. June 2005. Agricultural Issues Center University of California. AgMRC Agricultural Issues Center. June 2006. Online available at http://www.agmrc.org/NR/rdonlyres/9474449A-CADC-4587-8E18-A486B9701774/0/AgMKtgAdoption_1Cov.pdf
Trends That Will Impact Marketing in 2005 (2005) DEXIGNER Online available at http://www.dexigner.com/product/news-g3574.html
Lusch, Stephen. R. & R (2004) Evolving to a New Dominant Logic for Marketing, Journal of Marketing Vo. 68, No. 1.
Kotler, Philip (2003) Marketing Management, Pearson Education, New Jersey.
In fact, the developed world is moving very rapidly towards a greater service economy -- how can this engender a perception that these organizations are intangible and produce nothing? In fact, their model, "service," becomes even more necessary because certain process technologies remain aloof from adapting to stakeholder inputs. However, like the goal to find a unified field theory of physics to explain the universe, the unified services theory can provide an umbrella in which other theoretical implications can be flushed out (Sampson and Froehle, 2006). This may also not only require a new theoretical understanding of marketing, but new, and innovative ways of measuring customer satisfaction (Parasuraman, et.al.).
Finally, the new SDL theory implies that relationships between consumers (the customer) and the manufacturer of a good or service must continue to evolve as the nature of the economic relationship dictates. There are so many choices in products and services…
What is the Marketing Mix? (2010, January). Retrieved from 12 Manage- The Executive Fast Track: http://www.12manage.com/methods_marketing_mix.html
Arnold, E.K. (2008). Service-Dominant Logic and Resource Theory. Journal of the Academy of Marketing Sciences. 36 (1): 21-24.
Erichsen, G. (2010, January). The Chey Nova That Didn't Go. Retrieved from About.com: http://spanish.about.com/cs/culture/a/chevy_nova.htm
Parasurman, A., Zeithaml, V., Berry, L. (1988). SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality. Journal of Retailing. 64 (1): 12-40.