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Marketing (Product Placement)
Creating Brand Value and Strength in the Consumer Market through Effective Product Placement
In a journal article written and researched by Peter Doyle (2001) entitled, "Building value-based branding strategies," the author elucidates on the importance of establishing brand value and strength and effective product placement as the foremost steps in implementing an effective marketing strategy. Analyzing through the previous experiences of large companies Xerox and Procter & Gamble, Doyle introduces the concept of "value-based strategy." Through the case studies of these two companies and integration of marketing theories and models, the author argues the point that indeed, brand value and strength and effective product placement are the most important strategies that must be adopted in marketing.
Prior to enumerating the benefits of adopting these marketing strategies to products and brands, Doyle analyzes initially the strengths of various players in marketing wherein brand value is determined to be…
Doyle, P. (2001). "Building value-based branding strategies." Journal of Strategic Marketing, Vol. 9 Issue 4.
Product placement not only in American television programs but any television shows anywhere in the world has become a vital means of advertising. It has emerged as one of the most powerful ways for a marketer to connect in a meaningful way with their consumer (Wong 2006) and will continually be a vital part in television programming in the United States and the world over. There may be cultural debates and controversies especially when American shows are shown abroad but these can be mitigated with better understanding on what is being presented and the consumers being responsible enough to make the right choices.
Galician, ML (ed.) 2004, Handbook of Product Placement in the Mass Media: New Strategies in Marketing Theory, Practice, Trends, and Ethics, est usiness ooks, New York.
Gillin, 2005, 'Product placement turns TV programs into commercials'. Knight-Ridder. Available from:
Galician, ML (ed.) 2004, Handbook of Product Placement in the Mass Media: New Strategies in Marketing Theory, Practice, Trends, and Ethics, Best Business Books, New York.
Gillin, B 2005, 'Product placement turns TV programs into commercials'. Knight-Ridder. Available from:
Which means that there is a greater adrenaline rush for product users?
The main difference between ocaine and other competitors is product placement; it has done a wonderful job of providing an underground advertising campaign that has caused even more people to become interested in it. Its current strategy of providing limited supplies has also helped to create greater hype for the product as it is only accessible through Peer to Peer websites such as Ebay and their primary sales website. Another strong factor in its favor is its increased dosage of caffeine. With 280 mg of caffeine per 8.5 ounce bottle, it easily outclasses the majority of competitors on the market. However, this high dosage may in fact work against the company in the future, as numerous doctors have come to the fore to attest to the health risks of drinking such much caffeine in one sitting.
Cocaine. (2007, January 18). Retrieved January 21, 2007, from http://www.drinkcocaine.com/
SOWRY, M. (2006, September 18). The Ultimate Energy Drink: Cocaine? Retrieved
January 21, 2007, at http://abcnews.go.com/Health/story?id=2459718&page=1
Cowley, E. And Barron, C. "When Product Placement Goes Wrong: The Effects of Program Liking and Placement Prominence." Journal of Advertising, Vol. 37, "
© 2008 American Academy of Advertising.
This research article focused on the manner in which advertisements in the form of product placement in entertainment media (primarily movies and television) can be counterproductive. Specifically, the project set out to analyze the changes in attitudes toward a product among entertainment consumers as function of different types of product placement. The research concluded that some types of media consumers are more likely than others to respond positively to certain product placement strategies while other types of media consumers are actually more likely to react negatively and reduce their affinity for products (and brand images) advertised in this way. The results are obviously important to the advertising industry and to product manufacturers who prefer to maintain the most favorable public…
Both of these are just the beginning of contextual-based innovation in information management. The use of contextual taxonomies for example that manage all areas of potential interest in real-time from a smart phone such as the iPhone for example are coming. The personalization of content according to each person's interest is arriving today and will be pervasive soon. Thinking of this from a Business-to-Business (B2B) standpoint with suppliers, the speed of supply chains could be greatly increased if this type of knowledge were made available throughout a supplier network (Wagner, 2010).
What Apple does extremely well in this area however is convergence of innovation, from the operating systems on their laptops to the continually updated iTunes platform and the latest iTouch, iPad and iPhone, Apple has successfully created an ecosystem that generates not only innovation but tacit knowledge as well (Augustine, Yadav, Jain, athore, 2010). The next major breakthroughs are…
Augustine, M., Yadav, O., Jain, R., & Rathore, A.. (2010). Concept convergence process: A framework for improving product concepts. Computers & Industrial Engineering, 59(3), 367.
Wagner, S.. (2010). Supplier traits for better customer firm innovation performance. Industrial Marketing Management, 39(7), 1139.
Products and Product Lines Manufactured and Industry in Which the Organization Operates
Wal Mart was founded based upon the belief of providing customers with something more. Started in 1945, the company began as a single store in Bentonville, Arkansas. Out of this location, the owner (Sam Walton) sought out producers and suppliers who could offer him lower prices by purchasing in bulk. This savings was passed onto consumers in order to increase their bottom line results. ("Wal Mart Stores," 2012) (Soderquist, 2005)
Over the course of time, this basic formula was used to sell various products to consumers and increase the total number of locations. As a result, Wal Mart began offering a variety of goods to cliental to include: health / beauty aids, baby products, household chemicals, paper goods, pet supplies; electronics, toys, cameras, photo processing services, cellular phones, books, stationery, automotive accessories, hardware, sporting goods, clothing pharmacy /…
Wal Mart Stores. (2012). Yahoo Finance. Retrieved from: http://finance.yahoo.com/q/pr?s=WMT+Profile
Leeman, J. (2010). Supply Chain Management. Dusseldorf: Institute for Business Process Management.
Murphy, A. (2008). Wal Mart Exposed. New York, NY: Lulu.com.
Soderquist, D. (2005). The Wal Mart Way. Nashville, TN: Thomas Nelson.
Product Placement in Console Games
A growing body of research confirms that one of the best ways to reach male consumers aged 18 to 34 years is to place products in console games. Originally, game developers paid advertisers to include their products in games to lend them authenticity and realism, but advertisers are now paying game developers to have their products placed in popular console games. The introduction of online gaming series has created additional opportunities for product placement and current trends indicate that advertisers will be exploiting this marketing tool even more in the future. This paper provides a review of the relevant peer-reviewed and scholarly literature concerning product placement in console games, followed by a summary of the research and important findings in the conclusion.
eview and Discussion
The introduction of video games such as "Pong" as home entertainment systems more than 30 years ago created an entire…
Andrews, A. (2009, April 1). Amanda Andrews on media: Getting in on the game. Marketing,
Christensen, J. (2009). Global experience industries: The business of the experience economy.
Aarhus, Denmark: Aarhus University Press.
At the same time the social awareness is increasing in terms of its viability as a rescue product in case of any battery failure.
The renewable energy products are gaining popularity in developed countries. The technology used in the product is using sunlight to transform it into solar energy for chagrining battery. Therefore it is an advanced technology. The usage of solar technology as well as the presence of secondary input through the car lighter is evident that product is designed using the latest technology. The technological environment of the product is rapidly chaining and improvements are incorporated. The product should be analysed periodically for advanced features.
The environmental aspects of the product are most favourable in terms of the product usage and technology used to manufacture the device. The product is considered as a contributor to the efforts of promoting renewable energy alternatives at small…
Amazon, 2011, SOLAR POWER CAR PANEL BATTERY TRICKLE CHARGER 12V 1.5W, Retrieved From: http://www.amazon.co.uk/gp/product/fB002V9JEF0/ref=s9_simh_bw_p263_d0_i4?pf_rd_m=A3P5ROKL5A1OLE&pf_rd_s=merchandised-search-9&pf_rd_r=AA95B12935CE4ADA9860&pf_rd_t=101&pf_rd_p=368716567&pf_rd_i=248877031
Gitman, LJ, & McDaniel, CD 2008, the future of business: The essentials, South-Western Pub, USA.
Go Outdoors, nd, Ring Solar power battery maintainer, http://www.gooutdoors.co.uk/solar-maintainer-p178539
Guffey, ME & Loewy, D 2012, Essentials of business communication, South-Western Pub, USA.
new product requires several marketing considerations. There are many negative factors to product development that must be dealt with. There are also several factors that promote successful product development. Finally, product positioning and pricing are two important considerations.
One of the negative factors is uncertainty. This is especially true if the product is not only a new product for the organization but also a new product for the industry. One example that shows this is the computer software industry. The uncertainty is present because of its nature as a new and pioneering industry. The industry is rapidly changing and companies in the industry must be continually innovative and make decisions based on limited information. There is no certainty in this industry that a successful company will remain successful. To give an example, we can consider Apple-Macintosh. Apple-Macintosh had first-mover advantages as the first to develop a graphical user…
Ball, D.A., McCulloch, W.H., International Business: The Challenge of Global Competition. Boston: McGraw Hill, 1999.
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Burke, R., Condron, I., Conroy, G., Knol, W., & Nolan, P., Strategy in emerging industries: Microsoft Corporation. http://www.bess.tcd.ie/foresight
Daft, R.L. Management. Fort Worth: The Dryden Press, 1998.
The iPad is also differentiated with the screen technology, internal memory size and support for expanded Application Programmer Interface (API) calls so developers can create applications for it quickly. This has led to many news organizations creating iPad-specific applications to further promote their content, and also has led to many universities creating entire courses delivered on the iPad.
From a promotion standpoint, Apple excels at event marketing and the ability to manage multichannel marketing programs. The launch was coordinated across all Apple retail locations, which is how the company uses promotions and distribution to its advantage. Apple concentrates on promotions to drive traffic into their stores, in effect uniting these two areas of the marketing mix. Promotion is also heavily influenced by Steve Jobs, who heavily promote the iPad during the launch event in San Francisco. The iPad's promotional strategies also led to Apple creating entire segments of their stores…
Marketing Overview for DC/DC Converter
The product being marketed is a DC/DC converter built to receive an input of twenty volts (20V) and produce an output of twenty-four volts (24V). This could be used in many applications; any device or equipment setup where a specific component or element requires 24V to operate but the battery source produces a fixed output of 20V would require a converter such as the product being offered.
Customer Description and Market Size
The precise type of customer depends on the scale of the switch converter, and it would be possible to develop two or more products with different physical sizes and efficiency levels; smaller switch converters are utilized as integrated components of many electrical device -- i.e. they would be built into the device by the manufacturer and never directly seen or utilized by end consumers, like converters in computers, cell…
DigiKey. (2012). DC/DC Converters. Accessed 22 April 2012. http://search.digikey.com/us/en/cat/power-supplies-board-mount/dc-dc-converters/4325599?k=dc%20dc%20converterss
Mission and Business Objective
Products and Services
Keys to Success
Economic Value Added
Cash Value Added
Cash Flow eturn on Investment
This report is a detailed marketing plan for a new financial service company called Online Analyst, Inc. The company is a combination database management company that also specializes in the financial services markets. The company will offer a plethora of information, data and financial-based market services such as online real time market segment analysis, brokerage services and information 'black box' management for the data industries clients. This plan therefore serves as an evaluation and summary of the organization's marketing and business processing options. Online Analyst, Inc. will utilize this foundation document to design, implement and integrate the company's new series of business products and services into a viable consumer and sales blueprint.
On-Line Analyst, Inc. is an organization that takes advantage of existing market analysis…
Altschuler, Stuart, et al. (2002). "Pricing Analysis for Merrill Lynch Integrated Choice." Interfaces: January -- February, Vol. 32, No. 1: 5-19.
Carliner, Saul. (1999). Writing Business Objectives: A Key Tool for Demonstrating the Value of Technical Communication Products. The Commerce of Content. Retrieved on April 22, 2005, from Saul Carliner Web Site at: http://saulcarliner.home.att.net/idbusiness/casestudy.htm
Durgee, Jeffrey F., Gina Colarelli O'Connor, and Robert W. Veryzer. (1996). "Translating values into product wants." Journal of Advertising Research Vol. 36.
Gill, Philip J. (1999). "Business Snapshot -- Business Modeling Tools Help Companies Align Their Business And Technology Goals." Information Week. April 19.
Goodyear's Aquatred Launch
Product positioning is of immense importance for any business, and can be especially crucial in the case of a new brand or product launch, as the company is now tasked not only with making a recognizable product, but in making it recognizable in a specifically and consciously derived manner (Daniels, 2012; ies & Trout, 2000). This is no less true of the Aquatred, a new tire being launched by Goodyear (at the time of this case), and in fact positioning is all the more important given the level of change that has been occurring in the tire industry and the high level of international competition that has long existed and that has recently increased (Isaacson, 1993). This brief examination of the Aquatred's positioning and Goodyear's efforts and intentions makes it clear how important effective positioning can be, and the understanding required of a market and industry to…
Daniels, D. (2010). Six secrets of a winning prduct launch. Accessed 12 May 2012. http://www.pragmaticmarketing.com/publications/topics/07/6-secrets-of-a-winning-product-launch
Isaacson, B. (1993). Goodyear: The Aquatred launch. Harvard Business School.
Ries, A. & Trout, J. (200). Positioning. New York: McGraw Hill.
price for the Zartek technology, the most appropriate approach is to start by looking at the value it is expected to create. The net income for each of the years have been provided. However, under the concept of the time value of money, income received in the future will have a lower value compared to the same amount held today. Inflation will erode the value of money, while money held today may be invested for a return for the future (Drake & Fabozzi, 2009). Therefore, the first stage is to look at the future net revenue streams and discount them to allow for the time value of money. Giving a present value (PV). This is undertaken by discounting each year's net revenue on a compound basis (Drake & Fabozzi, 2009). As it is assumed the interest rate for the 5 years is 7%, the discount factor used will be 7%…
Armstrong, G., Kotler, P., Harker, M., & Brennan, R. (2009). Marketing: An Introduction. Harlow: Pearson Education Limited.
Drake, P. P., & Fabozzi, F. J. (2009). Foundations and Applications of the Time Value of Money. Hoboken: John Wiley & Sons.
Nellis, J. G., & Parker, D. (2006). Principles of the Business Economics. Harlow: Prentice Hall.
Besides that, the Costco site is very much like the Omegaxl site in that any additional information is provided through clicking a link; this is unlike Amazon where all the information is presented on the same page. Costco provides no immediate facility at the primary page for checkout or purchase. Hence, to do so requires that you select the item and them you are given checkout or purchasing options.
The shopping experience on the Costco site is the dullest of the three some may say it is the simplest. While the user experience is not bad it is arduous, as you have to make one click too many to access the information you really want. The absence of testimonials or product reviews on the main page is a letdown and the site could do more to provide product reviews, which assist in decision making. When shopping online, product reviews and…
Brynjolfsson Erik & Smith Michael D. (2000). Frictionless Commerce? A Comparison of Internet and Conventional Retailers Management Science, 46(4):563-585
Danaher, P.J., Wilson, I.W., & Davis, R.A. (2003). A Comparison of Online and Offline
Consumer Brand Loyalty Source: Marketing Science, 22.(4): 461-476.
Filson, D. (2004). The Impact of E-Commerce Strategies on Firm Value: Lessons
Internet TV -- Present and Future
The future of how will people watch television is far from clear. The rapid advancements in technology have provided an increased number of options for different kinds of program viewing. Customers now have the ability to view only the programs they want without having commercial interruptions. Although this can be effectively accomplished now with devices such as the digital video recorders (DRV), when internet derived programing becomes more ubiquitous this will act to further accelerate the consumers control over their media. Advertisers will have to evolve to be able to deliver a marketing message through this medium. Although there will continue to be opportunities for traditional advertising, such as the thirty second ad, it is likely that marketers will begin to further integrate their messages into the content of the program even further through product placement.
Internet TV Overview
The combination of the…
Associated Press. (2007, July 3). 'Transformers' a GM ad in disguise. Retrieved from NBC News: http://www.msnbc.msn.com/id/19562215/ns/business-autos/t/transformers-gm-ad-disguise/
Cowley. (2011). The Ubiquitous Product Placement. Sydney: The University of Sydney.
Cowley, E., & Barron, C. (2008). When Product Placement Goes Wrong: The Effects of Program Liking and Placement Prominence. Journal of Advertising, 89-98.
Google TV. (2012). How it works. Retrieved July 22, 2012, from Google TV: http://www.google.com/tv/features.html
Clinique and Sony invested in the Web Sitcom "Sufei's Diary" because they were trying to reach out to their target audience in non-traditional ways. Clinique has a small market share and this is a way to improve the market share by targeting an older, more upscale demographic because Sufei comes from a wealthy family. The Clinque products are actually used in the storyline (called product placement) and due to the popularity of the series, they can get into the minds of potential customers. Additionally, there are a number of other advantages, where the Sony followed this premise by having their products such as televisions and digital cameras used in the show. This is a way for a brand with a lot of competition to differentiate itself. Sony was also the producer of the video series, so they could also have name recognition at the beginning and ending of each…
For Tresemme, for example, the color scheme and general layout of the package is consistent with other Tresemme products and is not specific to the dry shampoo product.
Packaging -- Recommended
Given that the pricing need not change, the package size does not need to change either. The layout and color tone are dictated by the overall branding of Tresemme so are going to be difficult to change. Two aspects of the packaging can change, however. The first is the shape of the package, which should be changed to convey to the consumers that this is a different product from Fresh Start. The second is that the package should have a different name (not Fresh Start) and should impress upon the consumer that it is a new product. The new selling proposition "unique" should also be incorporated into the text of the packaging.
Target Market -- Recommendations
It is recommended…
Amazon.com. (2013). Retrieved April 15, 2013 from http://www.amazon.com/TRESemme-Fresh-Start-Shampoo-Dry/dp/B0037LKIAG/ref=sr_1_2?s=beauty&ie=UTF8&qid=1365976478&sr=1-2&keywords=tresemme+fresh+start
Riley, J. (2012). Brand positioning and market mapping. Tutor2U.net. Retrieved April 19, 2013 from http://www.tutor2u.net/business/marketing/brands_positioning.asp
Product, Branding, and Packaging
Increase Market Share
Consumer involvement refers to the amount of time, though and energy that a consumer puts into a particular purchase decision (McNamara, 2014). This can be categorized along the emotional/rational scale. So many small purchases like impulse purchases are low involvement. At the very low involvement end of the scale is something like fries with your burger -- you might not even want them, and accept the suggestion for them almost reflexively. At the high involvement end of the scale would be something like the military bidding process, or for consumers buying a house or car. A medium-involvement purchase involves at least some thought. An example might be new headphones -- it's not an impulse purchase but unless you're ad audiophile there is only so much energy you will put into that purchase.
For marketers, the optimal situation for a low involvement purchase is to reduce the search for…
Brisoux, J. & Laroche, M. (1981). Evoked set and composition: An empirical investigation under a routinized response behavior situation. Advances in Consumer Research. Vol. 8 (1981) 357-361.
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New Product Development at the Eberspacher Group
The Ebersp cher Group as a company splits its current research and development funds between three divisions that of exhaust engineering, vehicle heaters and glazing construction. The company is based in Germany, and targets a mainly German automotive market. (The Company, 2004) Its most recent and promising development in terms of its vehicle-heating department is its parking heater with a remote control. "Say goodbye to misty windows," proclaims the website regarding Ebersp cher pre-heaters. Now consumers can start their cars from far away. The product notes that the heater can even "work independent of the engine." The driver can program when the car should start heating "via a timer or remote control unit. So your vehicle is cozy and warm when you open the door. No misted up windows. The engine is ready to go. Making driving more comfortable, safer and healthier…
Company." (2004) Eberspacher Official Company Website. Retrieved on June 12, 2004. http://www.eberspaecher.com/en/index.htm
Fragmentation Enriches Problems in Reaching the Affluent." Esther Thornson. (1989) Advertising Age: The Principles of Advertising at Word. Lincolnwood, IL: NTC Business Books.
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Pre-heaters." (2004) Eberspacher Official Company Website. Retrieved on June 12, 2004. http://www.eberspaecher.com/en/heiz/heiz.htm
It is very important that customers feel that companies understand them. This is because it makes them feel important and appreciated.
Another important factor that significantly determines products' success on the market is represented by market placement. The process of market placement is represented by different advertising techniques that are used by companies in order to promote their products. This usually refers to placing the products in different films, television, and other media.
This usually takes place based on agreements between the company that makes the product in case and the media company that receives financial benefits from this process. Product placement is considered to be able to influence customers. This is because they associate themselves with the characters in the movies they like, and that use the products placed by these companies (Business Dictionary, 2012). Therefore, they are more likely to purchase the products that the characters they like…
1. Gunelius, S. (2010). How to Name a Product: 10 Tips for Product Naming Success. Ask Your Target Market. Retrieved January 21, 2013 from http://aytm.com/blog/research-junction/how-to-name-a-product-10-tips-for-product-naming-success/ .
2. Product Placement (2012). Business Dictionary. Retrieved January 31, 2013 fromhttp://www.businessdictionary.com/definition/product-placement.html.
Embedded Communication in Advertising
"There is no evidence that advertising can get people to do things contrary to their self-interest." -- JI Fowles, in Advertising's Fifteen asic Appeals
"Good advertising does not just circulate information. It penetrates the public mind with desires and belief." -- Leo urnett, Advertising Executive and Creator of the Marlboro Man
"The ability to attract new smokers and develop them into a young adult franchise is key to brand development." 1999 Philip Morris report
When the preceding collection of opinions regarding the influence of modern advertising are considered in conjunction with the iconic advertising image shown above, it becomes quite clear that, much like advertising itself, forming an informed position on this ubiquitous aspect of modern marketing is simply a matter of perception and perspective (elch 120). Corporate conglomerates and other private enterprises ascribe tremendous value to the persuasive power of advertising, bombarding the general public…
Altman, David G., Michael D. Slater, Cheryl L. Albright, and Nathan Maccoby. "How an unhealthy product is sold: Cigarette advertising in magazines, 1960 -- 1985." Journal of Communication 37, no. 4 (1987): 95-106.
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De Gregorio, Federico, and Yongjun Sung. "Understanding attitudes toward and behaviors in response to product placement." Journal of Advertising 39, no. 1 (2010): 83-96.
Since people are less apt to be attracted by excess gadgetry in the market of clothes washers and dryer, and fewer people own more than one laundry machine than own a wide array of kitchen gadgets, remaining in the high-end market sphere for this product line, barring some substantial new R&D development may be questionable.
To find out what is the newest and best product lines, increasing the company's sales presence at trade shows might be a good idea. Improving its reputation at trade shows would increase retailer's interest in the product, and encourage major vendors to showcase the product more prominently in their store displays and promotions. Expanding the range of stores might be a good idea since the product line is so deep, but there is also the possibility of establishing a special relationship with a particular store whose brand seems uniquely suited to the image of the…
As will be shown below, the bottled water market is increasingly competitive and consumers have a dazzling array of choices available to them. It is clear that Voss has taken this into account when developing its sophisticated packaging, some samples of which are shown in Figure ____ below.
Figure ____. epresentative Sampling of Voss Packaging Techniques.
Source: noisedfisk.com/illustrations/vosswater.jpg, www.uncrate.com/men/images/voss-water.jpg, http://www.urbanfare.com/featuredfare/images/weeklyad/voss_water.jpg
In fact, one new admirer of the Voss brand unashamedly proclaimed that even though she liked the water, it was the "wicked cool" Voss packaging that sold her: "Yesterday, I drank a few bottles of Voss Artesian Water from Norway. One was Still. One was Sparkling. Both were pretty good but its wicked cool glass bottle is the best thing about it. My friend Sharon said she paid $20 for a bottle of Voss at the tres upscale Michael Mina estaurant in San Francisco, which was more than she…
AquaMaestro: The Source for Fine Waters. (2007). Available: http://www.aquamaestro.com/innerview.asp?catid=33 .
Aras, Bulent. (2004). "The Future of Liberal Islam," Futures, 36(9), 1034.
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Consequently, marketing efforts become more and more important.
Glyn Atwal and Alistair Williams (2009) for instance argue that the creators of luxury products have to use marketing efforts to identify new customers' needs even before the customers become aware of these needs. In other words, they have to "stay in front of luxury consumers" (Atwal and Williams, 2009, p.338). And in order to do so, the luxury products manufacturers strive to create positive experiences for their customers in order to inspire them and to stimulate their purchase decisions.
Otherwise put, in the context of luxury products, experiential marketing is growingly present and critical and this is due to the complex nature of the luxury sector. Here, the producers seek to transmit the image of high quality, product authenticity, as well as performance. However, aside from these statements, the luxury products must also transmit and sell a customer experience; and this…
Alperovich, a.L., 2012, London Design Museum's Swarovski's exhibition features light painting, holograms and other mind blowing digital technologies, Inhabitat, http://inhabitat.com/london-design-museums-swarovski-exhibition-features-light-painting-holograms-and-other-mind-blowing-digital-technologies / last accessed on September 6, 2012
Atwal, G., Williams, a., 2009, Luxury brand marketing -- the experience is everything! Journal of Brand Management, Vol. 16
Bak, O., Stair, N., 2011, Impact of e-business technologies on public and private organizations: industry comparisons and perspectives, IGI Global, ISBN 1609605020
Bevolo, M., Gofman, a., Moskowitz, H., 2011, Premium by design: how to understand, design and market high end products, Gower Publishing Ltd., ISBN 1409418901
Summarize the different marketing components addressed in this simulation by answering the following questions:
What is the relationship between differentiation and positioning of products or services?
Differentiation relates to how 'different' the product is from others in the market, in relation to its quality or the value and services it provides. For example, Kashi cereal is differentiated from its 'big name' competitors like Kellogg's by offering a healthier, all-natural type of cereal. Positioning relates to how the brand defines itself: although Pepsi and Coca-Cola are essentially the same type of food item and are not really differentiated, both are positioned slightly differently, one as the 'upstart' beverage, the other as a classic version of cola. Thorr is positioned as a high-end motorcycle, and a luxury brand, much like Lexus in the car market, even though other motorcycles and cars perform the same function of transportation.
Because motorcycles are not viewed…
Once the design is completed, the textile materials will be processed by either hand knitting, machine woven, tufting, or bonding fibers.
Manufacturers and retailers integrate the concepts of both traditional as well as modern marketing in order to place their carpets onto the market in a way that is appealing to customers. Throughout the recent past, reductions have been observed in demand for rugs, generally due to modifications in social, cultural and economic statuses. The industry strives to sustain an increased demand by adapting to the emergent needs and by focusing on the benefits of the rugs -- heat, design, and more recently, increased indoor air quality.
Kopley, R., Poe's Pym: Critical Explorations, Duke University Press, 1992
Mitchell, S., Rutenberg, L., Secret Toronto: The Unique Guidebook to Toronto's Hidden Sites, Sounds and Tastes, 2nd Edition, EC Press, 2002
Carpet and Rug Distributors and Manufacturers in North York, Ontario,…
Kopley, R., Poe's Pym: Critical Explorations, Duke University Press, 1992
Mitchell, S., Rutenberg, L., Secret Toronto: The Unique Guidebook to Toronto's Hidden Sites, Sounds and Tastes, 2nd Edition, ECW Press, 2002
Carpet and Rug Distributors and Manufacturers in North York, Ontario, Canadian Business Directory http://www.canpages.ca/business/on/north-york/carpet-and-rug-distrs-and-mfrs/3527-137200.html last accessed on April 3, 2009
Carpeting Improves Indoor Air Quality, Explore Canada's Textile Industry, http://www.exploretextiles.ca/media/mediafiles_e.aspx last accessed on April 3, 2009
Detergents are a necessity for all of us and we will purchase them often without much consideration to brand or other characteristics beside the quality / price report. Detergent commercials have most often made me laugh not because they were funny, but because they were rather silly, to say the least. A latest commercial I saw of Ariel presented the owner or manager of a catering business who wanted to reduce costs and so switched to a cheaper washing product. But the cloths were not clean and had to be washed again; as such no economy was made and she decided to return to Ariel. I personally am an Ariel consumer and I will continue to be, and not because of the commercial, but because I like the product's quality. However, in the commercial, I see that the company has recognized the high price of their product relative to other…
Smith, L., Danziger, L., Burton Nielsen, M., August 1999, Nike is a Goddess: The History of Women in Sports, Grove / Atlantic Inc.
Spotts, G., November 2005, Wal-Mart - the High Cost of Low Price, the Disinformation Company
2008, Official Website of McDonald's, http://www.mcdonalds.com/last accessed on May 23, 2008
2008, Official Website of Nike, http://www.nike.comlast accessed on May 23, 2008
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
Bubey Page |
Case Study- Bubey
Bubey, a band known fo its quality, luxuious and oyal association was confonted with stategic issues of style, poduct conventional look and tageted to olde custome segment. The company was not only having concens with thei poduct line but they wee lacking unified copoate vision and stategy. Due to which they stated having loophole in thei luxuious goods maket discipline. Stategic concen fo the company was how does the band image cascade down in the taget maket and how does it ejuvenate itself is a management lesson.
Bubey founded by a young lad of 21-yea of age, Thomas Bubey when he stated the wok by opening a dape's shop in Basingstoke, England. Bubey had captued the maket and builds its band image initially among the Bitish Amy, politician, enowned adventues and celebities with the intoduction of gabadine, a watepoof beathable fabic. The…
references would be different from each other. Therefore, it adopted a pricing strategy that builds up the brand which speaks about the company's vision and creating the brand credibility unanimously.
Product Placement strategy:
To attract young and fashion oriented customers company also promoted their product with lower prices in such segments. In the broader perspective it expanded its brand portfolio in the luxury market with the label called Prorsum. The concept behind Prorsum was the introduction of high profile and a high-end brand which was not meant for masses but some elite group authentically interested in fashion and was only displayed in the best stores of the world so the company has limited their distribution for the products under this category.
For the purpose of promoting company's new brand image it decided to run an advertising campaign with the millions of budget by hiring professional photographer from the industry. The objective behind it was to replace the brand image of old conventional design images with the new fashion oriented outlook. The campaign featured British aristocrats who were fashion icons and shot in the outdoor locations so they could be tailored according to changing seasonal patterns and their product offerings.
The house brand product in question here will be Archer Farms ice cream. Archer Farms is Target's house brand used for a number of different food products. For the sake of argument, we will assume that Archer Farms ice cream is quite good and Target thinks that there might be some merit to selling it beyond their own stores. The brand does not receive its own marketing at this point -- it has no website, for example, and its Facebook page is a community page not run by the company. There is no disassociation between Archer Farms and Target at this point. This paper will examine how this market strategy might be undertaken.
McNamara (2014) notes that involvement in the marketing context refers to "how much time, thought, energy and other resources people devote to the purchase process." Ice cream is a low involvement product based on…
Akdeniz, M., Calantone, R. & Voorhees, C. (2013). Signaling quality: An examination of the effects of marketing -- and nonmarketing -- controlled signals on perceptions of automotive brand quality. Journal of Product Innovation Management.
McNamara, S. (2014). Consumer involvement theory. AdCracker. Retrieved February 24, 2014 from http://www.adcracker.com/involvement/Consumer_Involvement_Theory.htm
Mehta, A. (2013). Ice cream is not impulse in supermarkets. Buy Stories. Retrieved February 24, 2014 from http://thebuystories.wordpress.com/2013/06/10/icecream-category-at-supermarkets/
US Census Bureau. (2012). 2012 national population projections: Summary tables. U.S. Census Bureau. Retrieved February 24, 2014 from http://www.census.gov/population/projections/data/national/2012/summarytables.html
Running Room Case Study
Question 1 Do a SWOT on the Running Room.
The Running Room's strengths include the fact that the Running Room offers personalized service and quality shoes expressly designed for running and for the unique sports needs of runners. Also, the relatively low cost of opening up and maintaining the store means that it is easy to enter the market on a store-by-store basis. The Running Room's weaknesses are that the store has a relatively small niche market, that of serious runners and/or health conscious, older consumers. While serious runners do not generally patronize stores like Foot Locker, more generalized athletic shoe stores such have a wider market base and can sell more varieties of cheaper shoes at volume.
The threats to the Running Room include the store's primary competitors in the form of small independent outlets that exhibit local market strength based on longstanding customer loyalties.…
The appeal of the Nike Free is precipitated by the growth of interest in the 'barefoot running' trend, the growing proclivity of individuals to wear sneakers for reasons of fashion, and the growing footwear market in Turkey.
Goals and Measurements:
The goal is to penetrate the Turkish market and will be measured according to the achievement of incrementally spaced sales goals. Projected sales expectations will be measured against real sales at the end of 6 months, 1 year and 2 years.
Strategic Marketing Goals:
Strategic marketing goals include the targeting of young users, the establishment of an affiliation between the shoe and desirable health goals and a pairing of the shoe with an image of hip, dynamic fitness orientation.
Tactical Marketing Goals:
Tactical marketing goals will revolve on the promotion of medical evidence of the health benefits of 'barefoot running.'
ith a $20 million budget, Nike Free's…
Adams, B. (2012). Running Shoes get the High Fashion Treatment. Style File Blog.
Fibre 2 Fashion. (2008). Footwear in Turkey. Fibre2fashion.com.
Murphy, T.J. (2012). Least Is Best: A Guide To Minimalist Running Shoes. Competitor.
Nike. (2012). Nike Free. Nike.com.
complete simulation login phoenix. username shannont7426 password 07071983st. click classroom tab page week 4 simulation complete assignment: Complete simulation, Using Perceptual Maps Marketing, located student website.
The situation profiled in the case study is that of CruiserThorr, a motorcycle company that once had an illustrious reputation, but has since fallen upon hard times. CruiserThorr is known for its dominance of the 'luxury' motorcycle market, offering high-powered vehicles to baby boomers. However, these consumers are gradually 'aging out' of the motorcycle market. Either they are no longer riding at all, or they have decided not to acquire as many new vehicles as they did previously. This means that CruiserThorr must find a way to lure in younger consumers and encourage them to identify with its brand. However, these potential buyers are often a bit reluctant to purchase one of the company's vehicles because of price…
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…
Berk, A., Harald, V., & Carl, M. (2010). The Long-Term Effect of Marketing Strategy on Brand Sales. Journal of Marketing Research, 866-882.
Harris, L., & Ogbonna, E. (2003). The Organization of Marketing: A Study of Decentralized, Devolved and Dispersed Marketing Activity. Journal of Management Studies, 485-512.
Jonlee, A., & Daniel, S. (1996). In Search of the Marketing Imagination: Factors Affecting the Creativity of Marketing Programs for Mature Products. Journal of Marketing Research, 174-187.
Suttle, R. (2011, September 17). Brands & Product Life Cycle. Retrieved from Chron Small Business: http://smallbusiness.chron.com/brands-product-life-cycle-785.html
Honey Maid graham crackers are a childhood staple. However, the brand has been growing its consumer base by using an unusual approach. Its “This is Wholesome” campaign depicts a variety of nontraditional families enjoying its products in the form of s’mores, in milk, and with honey. The families include same-sex couples, a punk rock family with tattoos, an East Asian family, and others. The message conveys an expanded definition of the traditional American family and is clearly marketed to people who either view themselves as being a part of such families (either because of friends or relatives) or as strong supporters of expanding the definition of family.
The advertisement’s images, however, other than the fact that nontraditional families are used, are fairly heartwarming and gentle. They include children playing drums with their parents and a baby sucking on a bottle as well as the children making food with their parents.…
AOL, for example, drew users away from DSL with its broadband services, simply because it was easier to add broadband to one's existing AOL account than to go through a new service. Thus, through using Shaw rather than Skype, a user could consolidate his or her computer services. So, Shaw could thus make use of its current marketing position as a more tried and true organization in contrast to the upstart Skype.
Shaw could thus create a new, combined product service of VOIP and other Internet services to compete with Skype, although it might have to consider offering this service free for a time to lure customers in, as a promotional device. Shaw could even make more efficient use of placing than Skype by specifically emphasizing its Canadian/North America location, to corner that area of the VOIP market, stressing the greater and more personalized services it could offer North American…
Shaw Communications. (2005) Official website. Retrieved 31 Jan 2005 at www.shaw.ca
Skype. (2005) Official website. Retrieved 31 Jan 2005 at www.skype.com
The Hidden Persuaders ends on a very negative note, stressing how the commercial media has even co-opted teenage rebellion. However, new uses social media do not have to be negative -- anti-smoking and AIDS awareness are examples of campaigns that have been conducted through Twitter, Facebook, and other online venues (Evans 2006). But the problem with social media and marketing remains that it is often hard to see who the metaphorical puppeteer is, orchestrating the enthusiasm or outrage of the latest cause, campaign, or advertisement.
Constantine, a. "A Celebrity Bank Card, if Not the Bankroll." The New York Times.
November 26, 2010. December 5, 2010.
"Children, adolescents, and advertising." Pediatrics. 18. 6 (December 2006). 2563-2569
Evans, . Douglas. "Social Marketing Campaigns and Children's Media Use." The Future of Children. 18.1 (Spring 2008):81-203
Hemp, Peter. "Avatar-based marketing." The Harvard Business Review. 2006.
Joshi, P. "Approval by a blogger…
Constantine, a. "A Celebrity Bank Card, if Not the Bankroll." The New York Times.
November 26, 2010. December 5, 2010.
"Children, adolescents, and advertising." Pediatrics. 18. 6 (December 2006). 2563-2569
Vape Nation Business Plan
Mission of the Company
Keys to Success
Legal Form of Ownership
Location and Facilities
Products and Services
F. Financial Statements and Projections
F1. Forecasted Profit and Loss Statement
F2. Forecasted Balance Sheet
G. Financial eport
G1. Financial Projections
G2. Financial Position
G3. Estimated Capital/Investment Needs
Suggested length of 1-2 pages
Vape Nation, based in the U.S. in California is national start-up that expects to compete in the emerging vapor industry, utilizing vaping technology, e-liquids, and e-cigarettes to market itself to local, national, and online customers.
A2. Mission of the Company:
The mission of Vape Nation is to create brand awareness, brand loyalty, and capture market share in the emerging vaporizer market.
Allen, J., Flanigan, S., LeBlanc, M. et al. (2015). Flavoring chemicals in E-Cigarettes.
Environmental Health Perspectives, 122(12): 23-29.
Boseley, S. (2015). Hon Lik invented the e-cigarette to quit smoking. The Guardian. Retrieved from https://www.theguardian.com/society/2015/jun/09/hon-lik-e-cigarette-inventor-quit-smoking-dual-user
Chaudhui, S. (2015). Study finds e-cigarettes contain chemical tied to 'popcorn lung'.
Small Medium Enterprise Set Up
Market research (location and size of market)
Market segmentation (which segments will you target)
Products/services and target market(s)
Promotions and advertising
Evaluation of marketing
Legal and licensing requirements
Organisational structure and staffing
Insurance and security issues
Critical risks/contingency plans
Capital expenditure forecast
Cash flow forecast
Projected profit and loss statement
Owner's personal expenses (continued on next page)
Environmental responsibility and Eco-sustainability
Conclusions and future directions
Business Plan Structure
The business plan will focus on establishing a new kind of insurance company in Australia called Jade Insurance. Their basic goals are to offer clients with low cost solutions, better service and more personal attention on host of products. This will be achieved through working with local and overseas carriers. The idea…
General Insurance Industry Survey, 2010, KPMG, viewed October 25, 2013
Global Insurance Market Trends, 2012, OECD, viewed October 25, 2013
Insurance Facts and Figures, 2012, PWC, viewed October 23, 2013
Market Presentation, 2013, Lloyds, viewed October 23, 2013
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
Cross, Lisa. "Segmentation: When Less is More." Graphic Arts Monthly. June, 1999. http://www.findarticles.com/cf_0/m0GAM/6_71/55727420/p1/article.jhtml?term=Multiple+market+segmentation
Dictionary of Business, Oxford University Press, © Market House Books Ltd. 1996
Glaskowsky, Peter N. "Truth counts -- even in Marketing." Electronic Business. December 2001. http://www.findarticles.com/cf_0/m0GSY/12_27/80683957/p1/article.jhtml?term=marketing
New eMarketer research looks at e-mail marketing methods." Telecomworldwide. Jan. 30, 2002. http://www.findarticles.com/cf_0/m0ECZ/2002_Jan_30/82348001/p1/article.jhtml?term=marketing+methods
Slice of Heaven and Associates
Tiny Homes Market Plan
Slice of Heaven Marketing Plan
Market Size and Growth
Target Market Segments
Integrated Marketing Communications Strategy
Appendix 1 Positioning Map
Appendix 2 Marketing Organization
Founded in 2016, Slice of Heaven is a community of small economic homes set in an urban setting that are both environmentally friendly and aligned with your values for low cost. We build small homes using recycled materials such as reclaimed lumber and generate power through the use of solar energy. Our homes are situated in a gated…
(n.d.). Retrieved from United States Census Bureau: http://www.bankrate.com/financing/mortgages/mortgage-rates-for-friday-april-29/
(n.d.). Retrieved from North Carolina Public Health Association: https://ncpha.memberclicks.net/
15 Economic Facts About Millennials. (2014, October). Retrieved from Whitehouse: https://www.whitehouse.gov/sites/default/files/docs/millennials_report.pdf
Business Licenses. (2015, July 1). Retrieved from City of Raleigh: https://www.raleighnc.gov/home/content/Finance/Articles/BusinessLicenses.html
Thus, the marketing message has impacted on consumer behavior in a specific and deliberate way. Marketers typically have significant control over the marketing message in the advertising, the packaging and sometimes even the placement of the product (ensuring Corona is available at every major beach resort around the world, for example).
In conclusion, there are a number of different ways in which firms can exert influence over consumer behavior. Among the most important levers are control over information, merchandising and control over the marketing message. That firms have so many powerful levers at their disposal reflects the nature of the impact of the firm on consumers. Consumer behavior is often not the direct outcome of a singular action on the part of the marketer, but as the outcome of a set of cumulative actions, each of which influences the consumers' behavior is a specific way. The ways in which marketers…
Law, D. & Yip, J. (no date). The impact of visual merchandising on the consumer decision process for intimate apparel. Hong Kong Polytechnic University. Retrieved June 15, 2010 from http://elearning.lib.fcu.edu.tw/bitstream/2377/3942/1/ce05atc902007000065.pdf
Mullen, B. & Johnson, C. (1990). The psychology of consumer behavior. Hillsdale, NJ: Lawrence Erlbaum Associates.
Nelson, P. (1970). Information and consumer behavior. The Journal of Political Economy. Vol. 78 (2) 311-329.
Vinson, D., Scott, J. & Lamont, L. (1977). The role of personal values in marketing and consumer behavior. Journal of Marketing. Vol. 41 (2) 44-50.
Web-based, print, media, and outdoor advertising techniques can be used for successful marketing. It also details the principles of marketing, along with its definition to establish a clear understanding of the subject at start. From the viewers' as well as marketer's perspective, the paper also gives the importance of different communication media, their impact, background, statistical findings, analytical comparison and their effectiveness in relative terms of advertising costs and audience exposure. In conclusion, the examples of non-profit and profit-based organizations are studied and noted for their advertising strategies.
Marketing Principles Summary
External / Uncontrollable
Internal / Controllable
Marketing on the Web
Paid Advertising Strategies
Test Areas to Check OI
adio and Television Advertising
The Outdoor Advertising History 9
The Evolution in Outdoor Advertising 9
Growth in Viewers' Exposure 10
Print Advertising 11
Cases in Point 12
Cohn, Tim. Marketing Definition. Advanced Marketing Consultants, Inc. 2002. Marketing
Gary Davis Media. Radio vs. TV: Radio Advertising vs. Television Advertising. 2002.
1. Direct-to-consumer (DTC) marketing is a key means of developing and maintaining brand awareness and brand loyalty.
2. Aggressive product placement via health care practitioners remains a major means of keeping Lilly's market share of antidepressants at an optimal level. Promoting Prozac and other Lilly products at psychiatric conventions, seminars, hospitals, and private practices ensures that the drug will be highly visible, its name virtually synonymous with the treatment of depression and other mood disorders. By keeping the name Prozac on top consumers are more likely to ask for Lilly products, and psychiatrists are more likely to prescribe it.
3. Divert attention away from Prozac and toward emerging antidepressant and antianxiety medications. This alternative entails devoting more resources to research and development and less to marketing and would involve decisions at upper levels of management.
Lilly needs to maintain a major slice of the antidepressant market share regardless…
One strategy that we have seen more and more actually preceded the current economic recession is product placement instead of traditional advertisement in commercials (Howard 2005). This may be one of the most effective innovations in our industry since the shift in the 1960s from word-heavy advertising to memorable visual images (Ogilvy 1983).
Q: The Internet and other visual media must factor into that shift as well.
A: Absolutely. The modern advertiser is learning not to focus exclusively on traditional modes of message transmission and product branding like television and billboards. The phenomenon of things like YouTube demonstrate the value of creating imagery that captures the audience's imagination and interest. In fact, future advertisers may eventually question the value of spending so much money on commercials and even product placement when it is possible to reach huge audiences on the Internet, essentially, for free.
Q: The way that the Napster…
Belch, G, Belch, M. (1998) Advertising and Promotion: An Integrated
Marketing Communications Perspective. Irwin/McGraw-Hill: New York
Halbert, T., Ingulli, E. (2000) Law & Ethics in the Business Environment. Cincinnati: West Legal Studies. Howard, M. (2005) We Know What You Want: How They Change Your Mind. New York: The Disinformation Company
Ogilvy, D. (1983) Ogilvy on Advertising
Custom Woodworks, Inc.
Overview of Small Business in America
Finding a definition of what is meant by small business can be difficult. Even the small business administration has difficulty agreeing as to what is meant by a small business. Currently, the small business administration considers a small business to be one that has fewer than 250 employees, or wholesalers whose annual sales amount to less than $5 million. For retail establishments, they must have less than $1 million a year (Blackford, 2003). This was the definition that has been used since 1953. However, 30 years later, of the size of businesses grew and the small business administration adjusted their definition to any firm with 500 or fewer employees. However, it also noted that an acceptable number of employees differed by industry group. etail sales only firms must have 100 or fewer employees to be considered in the small business category…
Arkansas Small Business and Technology Center (ASBTDC) (n.d.) Marketing for Small Businesses. Retrieved February 16, 2011 from http://asbdc.ualr.edu/business-information/4502-small-business-marketing.asp
Bassi, L., & McMurrer, D. (2005) What to do when people are your most important asset, Handbook of Business Strategy, 6 (1): 219-224.
Black, T. (2010). How to Improve Your E-Mail Marketing. Inc.com. Retrieved February 16, 2010 from http://www.inc.com/guides/2010/05/email-marketing-tips.html
Blackford, M. (2003). A History of Small Business in America. Chapel Hill University of North Carolina Press,
2008). Though this is not always the case, it provides a useful framework for examining how some companies use information successfully in influencing consumer choice, and how other companies are less effective in their efforts.
Coca-Cola has been one of the most successful marketers for its products that the world has ever seen. Presenting their product (with a much stronger formula) over a century ago as a beverage with medicinal qualities, the marketing and sales tactics of this company have adapted to the changing times over the past many decades with a great deal of success. An examination of some of the company's marketing techniques reveals why the company is so successful.
One of the biggest innovations consciously developed by the Coca-Cola company was the design of its contoured bottle, which set the soft drink immediately and distinctive apart from all of its competitors. This did not address the issue…
Brown, a. (1996). "Consumer behavior." Accessed 8 June 2010. http://www-rohan.sdsu.edu/~renglish/370/notes/chapt05/index.htm
Geoffs, J. (2010). "Buyer behavior." Accessed 8 June 2010. http://tutor2u.net/business/marketing/buying_decision_process.asp
Kerin, R.; Hartley, S. & Rudelius, W. (2008). Marketing. New York: McGraw-Hill.
The pots will be packed in resistant cartoon boxes that will have printed the name and contact data of the producer and sellers. For purchases over 20 flower pots, the delivery to the customers' house will be free of charge. The Multifunctional Flower Pot will have ranging prices, starting from $50 a piece and reaching $2,200. The products have a 24 months warranty, after which the producer encourages buyer to address their problems to the repairs and support department.
2. The Tipping Point
The "Tipping Point is a sociological term that refers to the moment when something unusual becomes common." For starters, the Multifunctional Flower Pot might not seem as a necessity nor a much desired product, as such an unusual product. ut along the marketing process, the product could reach the tipping point and become a common product.
Law of the Few
The Few are represented by individuals or…
The Tipping Point, Wikipedia, the Free Online Encyclopedia, September 3, 2007, ( http://en.wikipedia.org/wiki/The_Tipping_Point_ (book),last accessed on October 4, 2007
The Tipping Point, Wikipedia, the Free Online Encyclopedia, September 3, 2007
Production and Operations Management
Marketing is an important function and acts a key contributor in success of any product. A good marketing strategy can make a not so good product become a blockbuster while a bad marketing strategy can put an excellent product down the drain. Marketing is an amalgamation of various elements that lead with different aspects of getting the product to the consumer. One of the major elements of this marketing mix is the product placement. Placement involves determining where the product will be sold and how will be it be transported to that selling point in a manner that efficiently reaches the potential consumer and is profitable to the company. Over a period of time, various channels of distribution and transportation methods have evolved depending upon the nature of product and suiting the other external requirements of the region where the product is supposed to be transported.…
Jorge, A. & Carillo, A. (1997). Price policies and economic growth. Westport, London: Praeger.
Scazzeiri, R. (1993). A theory of production: tasks processes and technical practices. Oxford: Clarendon Press.
Marathon Petroleum Company (2009). The time it takes. Retrieved from http://www.marathonpetroleum.com/the_time_it_takes/index.htm
Shojai, S. (1995). The new global oil market. Westport, London: Praeger.
Marketing -- Distribution and Marketing Planning -- Samsung Galaxy Mini S
esults from the first 3 Modules now allow analysis of their information and development of some final marketing plan elements. Samsung's global position as a technological innovator, extensive distribution channels and significant resources allow an ambitious plan of near-saturation that should capture a significant portion of the target market. The 18- to 44-year-old smartphone-owning early adopters should readily encounter our marketing efforts and a significant number of those targeted consumers are expected to purchase and benefit from the Samsung Galaxy Mini S.
Given the complete marketing analysis, the key issues that must be understood by the company in trying to sell the Samsung Galaxy Mini S are:
Organizational esources (Perner, n.d.): commonly known as the five "M's: Men (meaning labor); Money (meaning finances); Machinery (meaning equipment); Minutes (meaning time); and Materials (consisting of production factors) (Friesner, 2014).…
Apple, Inc. (2014). iPad Air. Retrieved October 14, 2014 from www.apple.com Web site: https://www.apple.com/iPad-air/
Epstein, Z. (2013, October 17). How big is Samsung? Retrieved October 14, 2014 from brg.com Web site: http://bgr.com/2013/10/17/samsung-total-employees-worldwide/
Friesner, T. (2014, May 8). Marketing Audit - Marketing Teacher. Retrieved October 14, 2014 from www.marketingteacher.com Web site:
As Belch and Belch (631) note, "music and sports are universal languages for teens." By creating this association, Coca-Cola is increasing its appeal to the young market. In saying this, it must be noted that music and sports stars and recognized as idols for many teens. This includes that teens look to these stars or celebrities to determine what is considered cool. Music and sports celebrities that have featured in advertisements for Coca-Cola include Christina Aguilera, Michael Jordan, Shaquille O'Neal, and singer Mya. By having these celebrities endorse the product, Coca-Cola is communicating to the young audience that the product is considered cool and linked with success. It must be noted that the celebrities that endorse Coca-cola also tend to be young and attractive. This shows that the product is not just being positioned to appeal to all people who consider athletes and celebrities successful. Instead, it is specifically being…
Belch, G.E., & Belch, M.A. Advertising and Promotion. Boston, MA: McGraw-Hill, 1998.
Friedman, W. "Product Integrators Tackle Learning Curve." Advertising Age 21 October 2002: 18.
Grimm, M. "Drink Me: What Becomes a Legend Most? For Coca-Cola, It's All in the Package." American Demographics, Feb 2000: 78-80.
Tully, S. "Teens: The Most Global Market of All." Fortune 16 May 1994: 90-97.
Internet and Marketing
The Internet has become a vibrant and increasingly integral part of individuals' lives over the past few years. It is hard to imagine any business today succeeding without at least some presence on the World Wide Web. Today, the United States boasts a $1.5 trillion market for direct marketers. Without question this is the largest and richest single market in the world and growing at an unprecedented 8.6% per year. With over 10,000 different catalogs alone being mailed in the U.S., there is a niche for every player and every project and service.
This paper examines some of the basic precepts of Internet marketing, suggesting the ways in which companies should treat Internet marketing as the same as any other type of marketing and the ways in which it must be treated on its own terms. Part II discusses the relationship between conventional marketing and Internet marketing.…
The governments of China clearly believe that if they do not ban shows where the premise is based on the voting then it could lead their citizens to want the right to vote in the government on their own opinions. The influence that television has, in this case by indirectly helping Chinese citizens move in the direction of being slightly more "democratic," is seen as a threat- it is hard to believe that television could threaten the national security of a world super power.
The current influence that television has on individual's lives is only growing stronger as technology continues to develop. Recent developments have shown that television will now be in "three-dimensions," so that individuals who view TV can be full immersed in the movie or show they are watching ("ho Needs It"). But is that even necessary when nine out of ten homes have televisions in their homes…
Adams, Paul C. "Television as a Gathering Place." Annals of the Association of American Geographers. 82.1 (1992): n. page. Print.
"An Interactive Feature." Economist. 29 April 2010: n. page. Web. 18 Oct. 2011. .
Blockbuster Bankruptcy, . "Blockbuster Bankruptcy 2010." Blockbuster, 2011. Web. 18 Oct 2011. .
Chen, Jason. "Google TV Review: It's Kinda the Future." Gizmodo, 26 Oct 2010. Web. 18 Oct 2011. http://gizmodo.com/5672946/google-tv-review-its-kinda-the-future .
FedEx is an established company with many strengths, the first of which is the brand name recognition that the company enjoys. In addition, the company has the ability to deliver products throughout the world in a timely and efficient manner. FedEx has a presence in the Asia Pacific, Europe, Latin America, the Middle East and Africa.(About FedEx) Another strength that the company possesses is the ability to properly utilize technology. According to an article found in Mckinsey quarterly the company was one of the first to allow customers to track their orders through the internet and creating a virtual value chain. The article explains that Federal express now allows 'customers to track packages through the company's World Wide Web site on the Internet. Now customers can locate a package in transit by connecting online to the FedEx site and entering the airbill number. After the package has…
Marketing Plan Worksheets. Retrieved November 26, 2004 from; http://18.104.22.168/search?q=cache:5oBnJ-W1CJ4J:www.swlearning.com/marketing/ferrell/second_edition/worksheets.doc+%22Formal+marketing+control%22& ; hl=en
About FedEx. Retrieved November 26, 2004 from; http://www.FedEx.com/us/about/
Ciscel David H.,Marcela Mendoza, Barbara Ellen Smith. Ghosts in the Global Machine: New Immigrants and the Redefinition of Work. Journal of Economic Issues. Volume: 37. Issue: 2. Publication Year: 2003. Page Number: 333+.
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The Web and related new media offer great potential for both advertising and public relations. Advertising can be increasingly targeted to online viewers, thanks to the budding use of Facebook as a large-scale targeted marketing tool. The Web environment is especially conducive to advertising because of the short attention span needed to view Web ad placements. Social media makes it easier for companies to strategically design and place advertisements so that their target markets will view them: thereby saving precious resources. Even given the power of social media to transform Web advertising, though, the Web environment offers even greater potential for P work. The preponderance of blog, and the collusion between online media Websites and companies that peddle products and services, make it so that P edges out advertising in terms of overall marketing effectiveness.
Take the partnership between electronics companies and professional product review Websites such as…
Odden, L. (n.d.). Tips for online PR. Retrieved online: http://www.toprankblog.com/2006/04/tips-for-online-pr/
"PR Advertising," (2012). Retrieved online: http://www.alphatrade.com/pr-advertising-public-relations-service.php
hen people watch such documentaries that expose the intense persuasion campaigns and connect them to the entertainment industry, they feel used, they feel like they cannot even trust the shows that they like. Probably each time they turn on the TV they wonder if the program they are watching is based on solid facts or it is just a manipulation technique.
In my opinion, marketers abuse of the media environment by sending so many advertising messages. I would prefer to see a traditional ad, printed, televised, or on the radio, rather than seeing hidden messages, hidden ads, or product placement. henever I discover product placements in the programs I watch, I feel like someone is trying to use me, or to trick me. Sometimes, I even develop aversion towards the respective products.
In my opinion, the Persuaders documentary is very useful. The program should be watched by any consumer. This…
1. The Persuaders (2004). Frontline. PBS. Retrieved November 4, 2008 at http://www.pbs.org/wgbh/pages/frontline/shows/persuaders/view/#rest .
1923, in a letter to the editor of the New York Times, Gernsback wrote, "If the future of radio rests upon a foundation of advertising, it would be better that broadcasting did not exist at all." As much as radio advertisements bothered listeners, and continue to do so, advertising has been integral to radio's success. In the early days of radio at the beginning of the 20th century, "most radio stations were owned by businessmen, who used their stations to promote their own businesses," ("Advertising and Broadcasting go Hand in Hand"). In the 1920s, AT&T developed the model known as "toll broadcasting," which set the standard for all radio since then ("Advertising and Broadcasting go Hand in Hand"). By 1930, almost all (90%) of the radio stations in the United States broadcasted using the "toll" model, where operational costs were defrayed by selling advertisements. This "changed the way broadcast was…
"Advertising and Broadcasting go Hand in Hand." Retrieved online: https://www.voices.com/solutions/radio/history-of-radio-advertising
Gernsback, H. (1923). Radio and advertising [EXCERPTS FROM LETTERS]. New York Times, May 6, 1923, page XX8. Retrieved online: http://earlyradiohistory.us/1923ads.htm
McDonough, J. (2012). First Radio Commercial Hit Airwaves 90 Years Ago. NPR. Retrieved online: http://www.npr.org/2012/08/29/160265990/first-radio-commercial-hit-airwaves-90-years-ago
It also illustrates the specific ways stores are organized reveal cultural trends -- before, men used to never make child-related purchases or take children with them shopping. Now, areas that sell men's jeans need to have 'stroller room,' and McDonald's commercials depict men taking their children for a Big Mac as a secret 'dad date' (Underhill 108-109).
Underhill believes in the tactile power of shopping, and states that it is a fantasy that brick and mortar stores could ever be replaced by the Internet -- the web is good for product reviews, comparison shopping, and some items, such as impersonal gifts but the physical experience of shopping is irreplaceable (Underhill 213). Shopping has become a pastime, a source of fun, a hobby, for many Americans, and retailers are still profiting off of this long-standing trend, as well as striving to make malls, supermarkets, and other venues more like amusement parks…
Everyone likes to think of him or herself as a savvy shopper. However, Paco Underhill's book Why We Buy (New York: Simon & Schuster, 1999) reveals that we are often not nearly as smart as we would like to think we are to resist the power of marketing. Have you ever wandered through a supermarket, cursing the fact that what you need (perishable items like milk and eggs, for example) are in the most inconvenient section, only to remember that you also 'need' many extraneous items on your way? This placement of necessary items is deliberate. Underhill examines how even the width of the store aisles is carefully determined -- women, for example, are more uncomfortable with what Underhill calls the 'butt-brush' factor, namely narrow aisles or low product placement that requires customers to bend over and to become uncomfortably close to another customer (Underhill 117).
Reading Underhill's book enables a reader to more easily spot when he or she is being manipulated -- by music, store ambiance, and free samples. It also illustrates the specific ways stores are organized reveal cultural trends -- before, men used to never make child-related purchases or take children with them shopping. Now, areas that sell men's jeans need to have 'stroller room,' and McDonald's commercials depict men taking their children for a Big Mac as a secret 'dad date' (Underhill 108-109).
Underhill believes in the tactile power of shopping, and states that it is a fantasy that brick and mortar stores could ever be replaced by the Internet -- the web is good for product reviews, comparison shopping, and some items, such as impersonal gifts but the physical experience of shopping is irreplaceable (Underhill 213). Shopping has become a pastime, a source of fun, a hobby, for many Americans, and retailers are still profiting off of this long-standing trend, as well as striving to make malls, supermarkets, and other venues more like amusement parks than retail centers.
If Boca Raton, Fla. buys 32 Explorers, we need to let the entire municipal market know about it.
The key to foreign sales is understanding that the Explorer will be a luxury item in much of the rest of the world. Ford Explorers may be driven by middle-class families and soccer moms in the United States, but the $30,000 price tag is going to make the Explorer an upper-class item in countries with a lower standard of living than the United States.
Naturally, to overseas upper-class drivers, the vehicles they drive are status symbols, and we must focus on the prestige element of owning an Explorer. We should look for luxury lifestyle magazines - foreign versions of the Robb Report, for example - and purchase adverting that focuses on the luxury features and prestige factor of owning the Explorer. Ads with American celebrities, who often are even more…