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Promotional Essays (Examples)

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Marketing vs Public Relations
Words: 1477 Length: 5 Pages Document Type: Book Report Paper #: 98834292
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promotional strategy may be defined as a way to optimize sales advertising, public relations, personal selling, and sales promotion. Promotion is one critical component of the overall marketing mix of price, place, promotion, and product. Promotional mixes today include social media as well as traditional advertising. Promotional strategies must effectively communicate the competitive advantage that can be secured by using the product, including quality, speed of delivery, low prices, or other unique features.

Although promotion can seem like a mysterious, complicated process, it is essentially about communicating effectively. Promotional messages can be communicated individually, as in the case of a personalized sales pitch, or on a mass level. The communications process in all instances is defined as sending; encoding the message; sending the message through a message channel; decoding the message; and receiving the message. The receiver and sender are on a continual feedback channel although 'noise' can obfuscate the…

Reebok and Nike
Words: 2361 Length: 7 Pages Document Type: Term Paper Paper #: 64794492
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eebok and Nike are athletic apparel companies with differing promotional strategies and marketing. They sell similar products, particularly sneakers and are known globally as companies that promote athletic lifestyles through their sporting goods. The footwear industry, for which Nike and eebok have their niche is a tough industry to not only market in, but also sustain profits. Both companies although different in their approach, have managed to create a brand that appeals to a wide and broad market. esearching their promotional strategies and company profiles, the differences and similarities become visible lending to possible analysis of both of the companies' strong and weak points.

eebok's promotional campaigns are different from Nike's. A good example of this is eebok's 2002 promotional campaign using a well-known Irish footballer as the central focus. The company timed its advertisements with the footballer before the beginning of the World Cup of that same year. His…


Chu, S., & Huang, S. (2010). College-Educated Youths' Attitudes toward Global Brands: Implications for Global Marketing Strategies. Journal of International Consumer Marketing, 22(2), 129-145. Doi: 10.1080/08961530903476188

Joshi, A., & Hanssens, D. (2010). The Direct and Indirect Effects of Advertising Spending on Firm Value. Journal of Marketing, 74(1), 20-33. doi:10.1509/jmkg.74.1.20

Knight, G., & Greenberg, J. (2002). Promotionalism and Subpolitics: Nike and Its Labor Critics. Management Communication Quarterly, 15(4), 541-570. Retrieved from 

Rajiv, S., Dutta, S., & Dhar, S.K. (2002). Asymmetric Store Positioning and Promotional Advertising Strategies: Theory and Evidence. Marketing Science, 21(1), 74-96.

Marketing Welcome to This Presentation About the
Words: 1626 Length: 6 Pages Document Type: Essay Paper #: 62847369
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elcome to this presentation about the fundamentals of marketing. The presentation is going to cover a number of different subjects, including promotion, buyer behaviour, personal selling, the promotional mix and customer relationship marketing.

e'll start with promotion. Promotion is defined as "Communicating with the public in an attempt to influence them toward buying your product" (ard, 2012). Promotion is a broad concept, encompassing advertising, public relations management and any events such as trade show appearances, demonstrations, contests or sponsorships, for example.

A promotional activity can have a number of different objectives. Some of the more common objectives of promotional activities are to establish the corporate image in the community, to build brand awareness, to build customer loyalty, to capitalize on new market opportunities, to dispel negative press and to announce changes (Moore, 2012). Basically, promotion is a way of getting a message across, whether that messages is "Hey, look…

Works Cited:

Ward, S. (2012). Promotion. Retrieved April 30, 2012 from 

Lake, L. (2012). Customer relationships are key to your marketing strategy. Retrieved April 30, 2012 from 

Moore, K. (2012). Promotional objectives. eHow Money. Retrieved April 30, 2012 from

No author. (2012). Buyer behaviour -- the decision-making process. Retrieved April 30, 2012 from

Vizio Sells Voice-Activated Televisions and Needs a
Words: 1039 Length: 3 Pages Document Type: Essay Paper #: 42916822
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Vizio sells voice-activated televisions, and needs a marketing plan. The product is not a game-changer, so the company needs to have a message that emphasizes total value over gimmick novelty, if it actually intends to sell the sets. People buy televisions because of picture/sound quality, then price, and then other features, in order of importance (Katzmaier, 2013). The marketing plan needs to recognize this -- focusing on voice activation will get the company nowhere if the picture or value are poor.

The first part of the marketing plan is the place strategy. Vizio needs to sell its televisions in the places where consumers go to buy televisions -- no other approach makes any sense at all. Vizio therefore needs to look at both online and offline channels. There is significant overlap since most retailers utilize both channels. Key retailers of televisions are Best Buy, Wal-Mart, Target, Costco and Amazon. Vizio…


Hose, C. (2013). Top ten promotional strategies. Houston Chronicle. Retrieved November 20, 2013 from 

Katzmaier, D. (2013). Best TVs: Picture quality. C/Net. Retrieved November 20, 2013 from 

NetMBA. (2010). Pricing strategy. Retrieved November 20, 2013 from

Brand Manager Spend the Bulk
Words: 2142 Length: 7 Pages Document Type: Research Proposal Paper #: 85991157
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Despite the fact that the balance seems to lean in favor of the more modern approach, the final decision must also consider the relationship of these types of techniques to niche markets.

A successful campaign for a niche market must consist of several strategies that combine each other in order to minimize risks and maximize the chances of gains. Jean Marie Caragher (2008) believes that an adequately developed niche marketing campaign has to consist of at least a mission statement, a situational analysis and SMAT goals and strategies; the acronym stands for specific, measurable, attainable, realistic and timely. Aside these however, the proper niche marketing campaign must also integrate features which refer to the unique characteristics of the organization discussed or the product or service promoted. This means that the campaign must be built on both traditional and experience-based marketing techniques. Consequently then, the ultimate decision of the manager should…


Balasubramanian, S., 1998, Mail vs. Mall: A Strategic Analysis of Competition between Direct Marketers and Conventional Retailers, Marketing Science, Vol. 17, No. 3

Blackwell, J., Overview of Traditional Marketing, Enzine Articles,  on March 16, 2009

Caragher, J.M., 2008, Expand Your Horizons: Niche Marketing Success Stories, Journal of Accountancy, Vol. 25

Davis, S., Halligan, C., 2002, Extending Your Brand by Optimizing Your Customer Relationship, Journal of Consumer Marketing, Vol. 19 Issue

Five-Year Development Plan A Career
Words: 1740 Length: 5 Pages Document Type: Term Paper Paper #: 9310070
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The significance of career training programs i.e. formal and non-formal educational measures help in quality development of personnel and promoting the achievement of career goals and objectives as well as success in the field.


The hospitality and hotel management industry provides numerous opportunities for individual development and success. Notably, success in this industry depends on the formal and informal career training and educational programs that an individual receives. These programs help in career development and management in relation to current and future career goals. Therefore, career development plan is based on the knowledge, skills, and abilities obtained from these training programs.


"Career Development Plan." (2007). Success through People. etrieved from Nova Scotia Government website:

Ladkin, a. & Juwaheer, T.D. (2000). The Career Paths of Hotel General Managers in Mauritius. International Journal of Contemporary Hospitality Management, 12(2), 119-125.

Vujic, V., Becic, E. & Crnjar, K. (2008). Trends and…


"Career Development Plan." (2007). Success through People. Retrieved from Nova Scotia Government website: 

Ladkin, a. & Juwaheer, T.D. (2000). The Career Paths of Hotel General Managers in Mauritius. International Journal of Contemporary Hospitality Management, 12(2), 119-125.

Vujic, V., Becic, E. & Crnjar, K. (2008). Trends and the Need for New Professions and Forms of Education in Tourism and Hotel Management. Tourism and Hospitality Management, 14(1), 199-209.

Vokic, N.P. (2008). The Role of Training and Development in Hotel Industry Success -- the Case of Croatia. Acta Turistica, 20(1), 1-144.

Qsr the Quick Service Industry
Words: 12142 Length: 44 Pages Document Type: Dissertation Paper #: 44843945
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9% to 734 units (Khun, 2009)

Additionally, James Moss, of Curzon Investment Property, has commented (Khun, 2009) that Dominos and Subway have been successful in the UK market as a result of their franchise models that are almost recession proof. In addition many investors (who want to own a franchise) have found these two chains to be exceptional investments. Additionally, many "Britons are also shunning posh business lunches and choosing instead to head to Eat or Pret for a sandwich (Khun, 2009,9)." The report also explains that "Independent operators (with fewer than five outlets) have increased their market share by 2.2% across the UK's top 10 cities to further fuel the feeling that many high streets are turning England into 'fried chicken Britain'(Khun, 2009,9)." The following chart illustrates the most popular cities for Fast Food in the UK.

Number of Fast Food Restaurants by City

London (central) (847 outlets)


Works Cited

"About the Company." Available at:  [Accessed 11 August 2011].

Business: Junior fat; obesity and advertising. 2005. The Economist, 377(8457), 68-58-61. R

Jones, P.; Hillier, D., Shears, P.,Clarke-Hill, C. 2002 . Customer perceptions of services brands: A case study of the three major fast food retailers in the UKManagement Research Review25. 6/7: 41-49

Kuhn, K 2009. UK's fast food sector is up 8%. Caterer & Hotelkeeper199. 4605 (Nov 27-Dec 3, 2009): 9

Product Price Distribution and Promotion
Words: 1019 Length: 4 Pages Document Type: Term Paper Paper #: 4580019
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In this case, it mainly needs to conduct following steps. Firstly, it should figure out that the specialization in cardiac disease is the hospital's future direction, and identify its target audiences, including the employees of the hospital, the community, and the potential and future patients. Secondly, it needs to establish the objective of the promotion that publicize the future direction of the hospital and attract customers to cure cardiac diseases at here. Thirdly, it needs to develop the promotional messages through appropriate delivery system to the audiences, such as using local radio stations or newspaper to deliver the promotional advertisements. Finally, it needs to evaluate the strategy that whether the specialization of the hospital has been known by the public and whether the profit has increased.

To be specific, the communications or promotions to different audiences are not same. Thus, we analyze them respectively.

(1) Communications to employees of hospital…


Kotler, P., Armstrong G., & Cunningham P.H. (2005). Principles of Marketing. Toronto: Pearson Prentice Hall.

McDonough, M.H., & Ackert, G.A. (1986). Retrieved on Jun. 1, 2011, from

O'Donnell, M.P. (2001). Health promotion in the workplace. New York: Cengage Learning.

Wrenn, B. (2002). Contribution to Hospital Performance: Market Orientation vs. Marketing Effort and Lack of Competition. Journal of Hospital Marketing & Public Relations. Vol. 14 (1): p3-13.

Businesses One of the Common Issues That
Words: 635 Length: 2 Pages Document Type: Essay Paper #: 61328951
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One of the common issues that all major sports are dealing with is effectively promoting themselves. In the case of NASCA, Horse acing and Professional Golf; there are specific strategies that are utilized to reach out to the target audience. To understand how this is achieved requires looking at the audience profile for each sport. This will be accomplished by: examining demographic, promotional strategies, the promotional mix and how to apply these tools. Together, these elements will provide specific insights as to how each sport has been able to effectively reach out to their core audience.


NASCA is focused on males and females who are between the ages of 15 to 60 years old. In general, the audience is from a middle class background and is located in suburban areas. The kind of promotional strategy that is being utilized in a pull-based philosophy. This is when advertisers will…


The Marketing Communications or Promotional Mix. (2010). Dave Dolak. Retrieved from:

NASCAR. (2012). Retrieved from:

National Thoroughbred Racing Association. (2012). NTRA. Retrieved from:

Creating a Marketing Strategy
Words: 925 Length: 3 Pages Document Type: Essay Paper #: 36673019
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Media, Marketing Strategy and Promotional Content

The development of a successful marketing strategy and campaign is a process that requires extensive research, comprehensive details, and well-crafted implementation procedure. The need for these factors is fueled by the fact that having a single, grand idea does not necessarily contribute to a successful marketing strategy or campaign. This implies that marketers need to understand the position of the business or company in the marketplace in order to create relevant advertisements. It also entails giving room to any necessary improvements since the growth of the business will necessitate creation of a new marketing plan. When developing a marketing strategy, it is also important to understand the role of the media and the need for effective development of promotional content.

The Media

The media plays an important role in marketing and advertising because it serves as a platform for reaching new customers and markets.…


Cain, K. (2013, October 30). 6 Key Elements of an Effective B2B Content Marketing Strategy.

Retrieved November 4, 2014, from 

Entrepreneur (2003, December 11). How to Develop and Run a Marketing Campaign. Retrieved November 4, 2014, from 

Luke, L. (n.d.). 7 Steps to Planning a Productive and Successful Promotional Campaign.

Moller Skycar Promotions Plan for 2013 Product
Words: 1478 Length: 4 Pages Document Type: Essay Paper #: 88421005
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Moller Skycar Promotions Plan for 2013 Product Introduction

The Moller Skycar is a disruptive innovation that once launched will disrupt the auto, ultra-light aircraft and low-end private aircraft industries by completely redefining the personal travel experience. The success of the product launch is heavily dependent on how well integrated and synchronized product, pricing, distribution, pricing and the unique value proposition of the company are consistent with each other. The most critical success factor of launching a disruptive product is how integrated each functional team is to the product strategy and the unique market position it occupies, all centered on communicating clearly and accurately what makes the new product unique and highly differentiated (Brettel, Heinemann, Engelen, Neubauer, 2011). The Moller Skycar is rich with product differentiation and unique value proposition potential because it can easily symbolize freedom and flexibility, agility and responsiveness. All of these are excellent messages and emotions to…


Begona Alvarez, & Rodolfo Vazquez Casielles. (2008). Effects of price decisions on product categories and brands. Asia Pacific Journal of Marketing and Logistics, 20(1), 23-43.

Bernoff, J., & Li, C.. (2008). Harnessing the Power of the Oh-So-Social Web. MIT Sloan Management Review, 49(3), 36-42.

Brettel, M., Heinemann, F., Engelen, A., & Neubauer, S.. (2011). Cross-Functional Integration of R&D, Marketing, and Manufacturing in Radical and Incremental Product Innovations and Its Effects on Project Effectiveness and Efficiency. The Journal of Product Innovation Management, 28(2), 251.

SA Delre, W Jager, THA Bijmolt, & MA Janssen. (2007). Targeting and timing promotional activities: An agent-based model for the takeoff of new products. Journal of Business Research, 60(8), 826.

Marketing Channels and Methods
Words: 2664 Length: 7 Pages Document Type: Term Paper Paper #: 16942492
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Marketing Channels and Methods -- the New Svelte Shape of McDonald's

Objectives & Mission Statement

Although McDonald's latest advertising slogan, as proclaimed on its 2005 website, is "I'm lovin' it," (McDonald's Official ebsite, 2005), shareholders in the fast food company have not be equally enamored of its current stock performance and plummeting sales. (The Rogue Investor, 2005) Thus, the objectives of the new McDonald's marketing campaign must be to undo some of the economic and public relations damage done to the company by the negative press generated by the success of Morgan Spurlock's film 'Supersize Me.' Over the course of the year, McDonald's wishes to gain a greater percentage of the revenue of the current fast food market than its most prominent burger-oriented competitors endy's and Burger King. McDonald's also wishes to gain some of the type of positive media as generated by the sandwich chain Subway. The Subway Diet…

Works Cited

Bauman, Valerie. (11 Aug 2005) "People try to lose weight at McDonalds." AP Wire. Accessed on AOL on 22 Aug 2005 at 

Burger King. (2005) Official Website. Retrieved 11 Sept 2005 at 

Collins, Luke. (2002) "Chips are down for Burger Giants" MCD: McDonald's Corporation News and Articles. Retrieved 27 Aug 2005 at 

Daft, R.L. (1997). Management. Fort Worth, TX: Dryden Press.

Coke and Pepsi Advertising Strategy Pepsi's Advertising
Words: 758 Length: 2 Pages Document Type: Essay Paper #: 50800412
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Coke and Pepsi Advertising Strategy

Pepsi's advertising and promotional strategies in India

Coke's advertising and promotional strategies in India

Why advertising and promotional strategies vary from country to country and whether culture influences this

Any advertising strategy that an organization comes up with should be tailored to catch the attention of the consumers and make them change their behaviors. Such strategies put an organization in a position to impact on their target markets especially when the consumers of their products take note of their products and eventually change their buying behaviors. Once the consumers of their products have developed some favorable attitude they will always go for the organization's brand whenever they intend to consume the product. This paper seeks to compare and contrast the advertising and promotional strategies that Pepsi and Coke uses in countries they operate in especially India. The paper undertakes to describe, analyze, and evaluate how…


Gupta, S., Naganand, K and Narang, A.S. (2008). Image Advertising: The Advertising Strategies

of Pepsi And Coca Cola in India. Retrieved June 20, 2012 from

Kapferer, J.N. (1992). Strategic Brand Management, New York: Free Press.

Organization Behavior Marketing on the Internet Target
Words: 3069 Length: 10 Pages Document Type: Essay Paper #: 40769140
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Organization Behavior

Marketing on the Internet

Target Market and Audience

Factors affecting the Target Market and Internet Marketing Efforts

Internet Marketing Objectives

The Internet Marketing Process for Victoria University

How Victoria University can best utilize the Web 2.0 Marketing:

Other benefits of using Web 2.0 Marketing:

Marketing and promotional efforts are done to ensure a continuous growth of operations by creating awareness among the most potential customers and offering them the products or services in the most effective and efficient way (Millman & El-Gohary 2011). Like traditional electronic and print media, web 2.0 marketing has also emerged as a successful medium of promotion for the last few years. Web 2.0 marketing tools include all internet or inbound marketing mediums that are used by the general public for interaction and sharing information with their family members, friends, relatives, and other community members (Software and Information Industry Association 2011). This paper presents…


Beneke, J.H. 2011, Marketing the Institution to Prospective Students -- A Review of Brand (Reputation) Management in Higher Education, International Journal of Business and Management, 6 (1): 29-37.

Bulotaite, N. 2003, University heritage - an institutional tool for branding and marketing. Higher Education in Europe, 28 (4): 449-454.

Gallatin, C., 2009, Internet Marketing Techniques for Online Programs. Available from [Accessed September 28th, 2012]

Millman, C., & El-Gohary, H. 2011, New Digital Media Marketing and Micro Business: A UK Perspective. Available from

Marketing Plan -- Translator Connect Services Marketing
Words: 3431 Length: 12 Pages Document Type: Essay Paper #: 13087857
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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 

Kurtz, D.L. MacKenzie, H.F., & Snow, K. (2009). Contemporary Marketing, (3rd ed.). Victoria, UK: Thompson-Southwestern. Retrieved 


Lamb, C.W., Hair, J.F., Jr., & McDaniel, C. (2008). Essentials of marketing. (3th ed.). Cengage Publishing. Retrieved

Marketers Contend That Demographics Are
Words: 2136 Length: 7 Pages Document Type: Term Paper Paper #: 93209565
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Isolating and measuing pomotional effectiveness alone is not a tue pictue of the total cause-and-effect that is elied on fo ceating demand fo poducts and sales, leading to tail and eventual puchase. Just as advetising spending does not coelate to puchases, the same holds tue fo pomotional pogams. It is bette to look at thei effectiveness in isolation and measue only the factos o vaiables that the p0omotional pogam is meant to diectly influence. Too often howeve pomotional pogams ae boad in scope, long-tem and lack that level of focus. As a esult, measuing thei effectiveness is difficult and often impecise.

Media planning involves a tadeoff between each and fequency. Explain what this means and give examples of when each should be emphasized ove fequency and vice vesa.

In fact the essence of media planning is in balancing each vs. fequency. Reach is defined as the pecentage of an maket…

reference: Demographic or psychographic. The Journal of Product and Brand Management, 11(4/5), 249-268. Retrieved January 11, 2008, from ABI/INFORM Global database. (Document ID: 252455841).

Cristina Ziliani (2006). Target promotions: How to measure and improve promotional effectiveness through individual customer information. Journal of Targeting, Measurement and Analysis for Marketing, 14(3), 249-259. Retrieved January 12, 2008, from ABI/INFORM Global database. (Document ID: 1097920561).

Market Case Analysis for Verizon Fios TV
Words: 2795 Length: 10 Pages Document Type: Case Study Paper #: 51919022
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market case analysis for Verizon FiOS TV offered by Verizon Communications. The analysis consists of product, pricing, promotional, and distribution strategies which Verizon Communications should follow in order to operate in the industry in the most competitive and profitable way. The analysis of industry and competition is also given as a part of marketing research strategy.

Verizon Communications is one of the leading communication services providers in the World. Its major products and services include Verizon FiOS TV, FiOS Internet, FiOS Digital Voice, set-top box, and receiver sets. This paper presents a marketing analysis for Verizon FiOS TV -- one of the most successful communication services offered by Verizon Communications in the United States and some other countries. Verizon FiOS TV is a high quality fiber optic cable network for home television entertainment. Verizon Communications offers its Verizon FiOS TV in all the major cities and towns of the United…


Kotler, P., Brown, L., Burton, S., Deans, K., & Armstrong, G. (2010). Marketing, (8th ed.). U.S.: Prentice-Hall

Kurtz, D.L., MacKenzie, H.F., & Snow, K. (2010). Contemporary Marketing, (2nd ed.). Toronto: Nelson Education

Lamb, C., Hair, J., & McDaniel, C. (2012). Essentials of Marketing, (7th ed.). Ohio: South-Western Cengage Learning.

Lancaster, G., & Withey, F. (2007). Marketing Fundamentals, (2nd ed.). U.K: Butterworth-Heinemann

American Express Media Strategy Objectives
Words: 1804 Length: 6 Pages Document Type: Research Paper Paper #: 36508496
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aid Mr. Harris: "We are always looking at new ways to reach our customers through innovative digital platforms." Mobile works well since "There is rapid growth in mobile devices supporting more and more of the everyday tasks that people want to perform."

Another highly successful mobile application has been that of American Express' Android version of its free mobile app, which has had more than 1 million views since 2011. The mobile apps are free as are the apps that AE has implemented via social media (ibid.)


The American Express (AE) Credit Card Company markets itself in various ways. avvy with its promotional and publicity performance, it has put together a variety of tools -- some of them innovative -- that it uses for its own promotional ends. These include extensive featuring of celebrities, innovative media campaigns, cause activity promotional ends, innovative use of social media, as well as…


CNN Money "World's Most Admired Companies 2011." Fortune. 

Facebook Members Project from American Express 

Gillin, Stephen (September 7, 2011) Altruism drives AmEx small-business strategy

Applying Safeguard Protective Clothing Manufacturers Bulletproof Vests
Words: 824 Length: 2 Pages Document Type: Essay Paper #: 84039852
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applying: safeguard protective clothing manufacturers bulletproof vests -- apply strategies • Definition marketing (U1 DB) • Introduction product/service (U1 DB) • Situation Analysis - marketing environment forces impacting product/service (U1 IP) • Marketing Strategy - target market(s) positioning (U2 DB & U2 IP) • Product/Service overview strategies (U3 DB) • Pricing Strategy (U4 DB) • Distribution Channels (U3 IP) You add Abstract, Introduction, Conclusion, Integrated Marketing Communications Mix, including: • Overview integrated marketing communications • Promotion Mix Strategy - explain a push pull strategy • Message Strategy - decide general message communicated target market promotional tools • Promotion Mix - choose (3) promotional tools (advertising, sales promotion, personal selling, public relations direct marketing).

Bulletproof Vests Plan


The objective of this paper relies on discussing the importance of marketing strategies. The following pages focus on developing a marketing plan for a company that produces bulletproof vests. The introductory section is…

Reference list:

1. Jain, S. (2008). Integrated Marketing Communication. Global India Publications. Retrieved August 17, 2011 from .

2. Porter, M. (1998). Competitive Strategy: Techniques for Analyzing Industries and Competitors. Retrieved August 17, 2011 from .

3. Dolak, D. (2010). The Marketing Communications or promotional Mix. Retrieved august 17, 2011 from

Organization Behavior Internet and E-Marketing in Order
Words: 5409 Length: 16 Pages Document Type: Essay Paper #: 641950
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Organization Behavior

Internet and E-Marketing

In order to stay competitive, attract potential customers, and offer the products in a more tactful way, businesses have to incorporate effective e-marketing strategies as a part of their marketing and promotional efforts. Gold Coast Bakeries is a medium scale business corporation based in Gold Coast, Queensland, Australia. It offers a variety of baked items for every type of customers and all food requirements. Gold Coast Bakeries can be regarded as a growing business in the Gold Coast region. But it has to face certain challenges and threats from different environmental forces and strong competitors in the industry. To survive in an uncertain business environment and compete with the industry leaders, Gold Coast Bakeries must incorporate electronic marketing for the promotion of its products.

As a part of its product strategies, it can improve their quality and taste while keeping the prices at their minimum…


Agarwal, A., Hosanagar, K., Smith, M.D., 2011, Location, Location, Location: An Analysis of Profitability of Position in Online Advertising Markets, Journal of Marketing Research, 48 (6):1057-1073

Bearden, W.O., Ingram, T.N., & LaForge, R.W., 2007, Marketing: Principles and Perspectives. 5th Edition. Boston, Mass.: McGraw-Hill

Berger, J., & Milkman, K., 2012, What Makes Online Content Viral?

Journal of Marketing Research, 49 (2):192-205

Marketing Promotion Analysis Promotion and Price Analysis
Words: 846 Length: 3 Pages Document Type: Term Paper Paper #: 78375004
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Marketing (Promotion Analysis)

Promotion and Price Analysis Paper on Canon USA, Inc.

Analyzing the promotional aspect of a product or service within a business organization involves identifying and studying the dynamics of various promotional strategies, such as print, television, radio, Internet, telemarketing, direct mail, and publicity media. This paper conducts a promotional analysis of the company Canon USA Inc., a professional business and consumer imaging equipment and information systems provider. The analysis includes promotional strategies of Canon USA through three media: publicity, print, and Internet (or online). The rationale behind the use of these three promotional strategies is that the company has more exposure and promotional programs among these three media.

In terms of print promotion, Canon advertises on international publications (newspapers and magazines), especially news-oriented ones (e.g., Newsweek and TIME magazines). These print advertisements mainly illustrate three of the company's most popular products, which are printers, cameras, and copier…


Churchill, G. (1995). Marketing: Creating value for customers. IL: Richard D. Irwin, Inc.

Canon-UNICEF Press release. (June 28, 2004). TIME Magazine, Vol. 163, No. 25.

Canon print advertisement. (June 21, 2004). Newsweek Magazine, Vol. 143, No. 25.

Canon Official web site. Available at:

Developing a Sustainable Marketing Plan
Words: 2720 Length: 8 Pages Document Type: Marketing Plan Paper #: 23957885
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Sustainable Marketing Plan

he following pages focus on presenting a marketing plan for introducing organic coffee on the market. he paper starts with an analysis of the organic foods market situation, and also of the coffee segment. his section is intended to help readers identify important aspects that this marketing plan addresses. he plan continues with the discussion of the company's strengths and weaknesses, and of the opportunities and threats provided by the business environment. Furthermore, the plan focuses on establishing and discussing the marketing objectives that are addressed by this plan. hese objectives also refer to people and planet, providing a complex image of the company's intentions regarding corporate social responsibility.

he plan continues with the presentation of the Marketing Strategy. his section discusses the customer segments targeted by the company. In addition to this, the section also addresses the marketing mix that the company intends to use. he…

The marketing plan developed for introducing organic coffee on the market addresses different factors of importance to this activity. The marketing plan focuses on the characteristics of the customer segments targeted in the case of this product in order to establish the objectives and strategies that can determine the company's success on the market. The objectives that must be reached by the marketing activity of the company are addressed by the marketing mix and by the strategy.

Reference list:

1. Industry Statistics and Projected Growth (2011). Organic Trade Association. Retrieved September 2, 2011 from .

Tide the Term Marketing Refers to Identification
Words: 1827 Length: 6 Pages Document Type: Essay Paper #: 32608844
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The term marketing refers to identification and anticipation of consumer needs and wants and then satisfying them in a profitable manner. With the increase in globalization and consumer knowledge, marketing has evolved to become a comprehensive field with rapidly changing dynamics and is a key contributor in the success and failure of any business.

The way a marketing strategy of any product is designed depends greatly on whether the commodity is market oriented or product oriented. Detergent falls in the category of Fast Moving Consumer Goods (FMCG) which means it is a highly market oriented product and the commodity operates in a market where consumers have more than adequate knowledge about the product (Kotler & Keller, 2008). Being a highly competitive market, detergent companies have to ensure that their marketing strategy is aggressive enough to promote a strong brand image and generate a strong brand loyalty in order to…


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

Czinkota, M (2007). International Marketing. USA: Thomson South-Western.

Silk, A. (2006), What is Marketing? USA: Harvard Business School Press.

Components of IMC Components of
Words: 1307 Length: 4 Pages Document Type: Research Paper Paper #: 40866474
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Evaluating the Effectiveness of an IMC Strategy

Given the complexities of IMC strategies and programs and their highly integrative nature, the metrics and key performance indicators (KPIs) used for evaluating them often align to every stage of the selling cycle. As the sales cycles for consumer products are often significantly faster and more focused on transaction speed than on long-term selling relationships, the metrics and KPIs of IMC strategies in these markets tend to focus on trial and repeat purchasing in addition to brand awareness (Caemmerer, 2009). In Business-to-Business (B2B) selling scenarios, the IMC strategies often have short, intermediate and long-term objectives that seek to attain a very high level of trust with potential and future prospects (Kliatchko, 2005). The truest measure of an effective IMC strategy in B2B markets is the company becoming a trusted advisor to potential and present customers (Caemmerer, 2009). Measuring the performance of IMC strategies…


The 2012 Digital All-Stars. (2012). Broadcasting & Cable, 142(33), 8-10,12,14-16,18.

Caemmerer, B. (2009). The planning and implementation of integrated marketing communications. Marketing Intelligence & Planning, 27(4), 524-538.

Gonring, M.P. (1994). Putting integrated marketing communications to work today. Public Relations Quarterly, 39(3), 45-45.

Hongcharu, B., & Eiamkanchanalai, S. (2009). A comparative study of traditional mass media, the internet and mobile phones for integrated marketing communications. Journal of Business & Economics Research, 7(12), 31-40.

Organization Behavior Ethics in Marketing Ethics of
Words: 2556 Length: 8 Pages Document Type: Essay Paper #: 15588795
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Organization Behavior

Ethics in Marketing

Ethics of Marketing

Ethics in Marketing

In order to realize themselves as socially responsible corporate entities, business organizations have to maintain a sound ethical track record in every aspect of their business (Arnold 2009). They have to formulate their business policies and strategies in such a fashion that no societal values are exploited and no human being is harmed in any way (Crane & Matten 2007). It is essential for organizations to keep themselves on the safest ethical path in their marketing, promotional, and general operational activities (Lamb, Hair, & McDaniel 2012). It cannot only save them from severe criticism by their stakeholders, but also contribute towards a sustainable future in their industry. especting the ethical values and social norms of a society helps an organization in standing on competitive grounds among its competitors and strengthening its public image (Abela & Murphy 2008).

This paper…


Abela, A.V., & Murphy, P.E., 2008, Marketing with Integrity: Ethics and the Service-Dominant Logic for Marketing, Journal of the Academy of Marketing Science, 36 (1): 39-53

Arnold, C., 2009, Ethical Marketing and the New Consumer. Chichester: John Wiley & Sons

Crane, A., & Matten, D. 2007, Business Ethics: Managing Corporate Citizenship and Sustainability in the Age of Globalization. 2nd Edition. Oxford [u.a.]: Oxford University Press

Kurtz, D.L., 2012, Boone & Kurtz Contemporary Marketing. 15th Edition. Mason: South-Western Cengage Learning

Pantene Pro-V Anti-Dandruff Shampoo 4P's
Words: 912 Length: 3 Pages Document Type: Term Paper Paper #: 98360537
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1.3. Current promotion

The promotional strategy of Pantene is focused on strengthening the brand, creating awareness of the products and generating demand for them. In the case of the anti-dandruff shampoos, the largest market share is detained by Head & Shoulders and Pantene has for years been unable to rival the position of its competitor. The current promotional strategy is focused on informing the Australian customers that the company has created its own product to fight dandruff. Additionally, aside from the informational feature, the promotional strategies are also aimed at promoting the Pantene brand and attracting the Australian customers through the promise of healthy and beautiful hair in exchange for using the product.

The Pantene Pro-V anti-dandruff shampoos are promoted through a wide array of channels, the most popular being television commercials. Magazine advertisements are also common and the strategy is that of persuading the customers to buy Pantene (Buakanda,…


Promotion strategy, Buakanda, 2009,  last accessed on April 11, 2011

Rolnicki, K., Managing channels of distribution, AMACOM Div American Mgmt Assn, 1998

Wong, E., Pantene goes natural, Adweek, 2009, last accessed on April 11, 2011

Price war in shampoo market over, Business Standard, 2004,  / last accessed on April 11, 2011

Marketing Orientated Organisation the Coca-Cola
Words: 3004 Length: 10 Pages Document Type: Research Proposal Paper #: 61024371
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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, , last accessed on July 18, 2008

2008, Ansoff Matrix, Strategy Vector Model, accessed on July 18, 2008

Ed Gold Scholarship as Might Be Expected
Words: 611 Length: 2 Pages Document Type: Essay Paper #: 97634059
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Ed Gold Scholarship

As might be expected of the eldest child of two Nigerian immigrants, I possess an abiding entrepreneurial spirit and drive to succeed. I joined the New York Investment Banking Consulting team at FactSet Research Systems in September 2001 and was quickly promoted to Senior Consultant and Account Executive. I simultaneously enrolled in an evening statistics classes at NYU and joined Weichert Realtors as a real estate agent. These varied commitments forced me to learn how to multitask and set priorities. I fell in love with real estate and enrolled in the graduate program at Cornell.

The real estate program brought opportunities to travel to and study emerging real estate markets in Nigeria and China. During this time, I earned the title of second runner-up in the Miss Nigeria in America Beauty Pageant. I used my platform to raise awareness about Nigerian issues in America. In 2008, I…

Export Project
Words: 3300 Length: 10 Pages Document Type: Term Paper Paper #: 1562069
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Exporting a Ready-to-Drink Cold Coffee Product to Australia

The following details a market plan to export a ready-to-drink cold coffee product to Australia. The product is similar to Starbucks Frappuccino, which is the market leader in the industry in America, having around 90% market share. The product is named Elixa and will be manufactured and sold in America as well as exported to Australia.

Australia as the Export Country of Choice

There are several reasons why Australia has been selected as the country of choice. Firstly, it is important to recognize that the product will also be sold and marketed in America. Australia has been chosen because of the seasonal variation compared to America, because the market leader Starbucks has not established a market in Australia, because it is a stable market and finally, because Australia is an Americanized market.

Firstly, the seasonal variation is important. As a cold product,…


Ball, D., & McCulloch, W. International Business: The Challenge of Global Competition. New York: McGraw Hill, 1999.

Department of Foreign Affairs and Trade. "Australia in Brief 2000: A diverse people." Commonwealth of Australia, August 23, 2002. Retrieved 15 October 15, 2002. URL:

Fischer, Jeff. 'Fool Conference Call Synopsis.' July 24, 1998. Retrieved October 15, 2002. URL:

Porter, M.E. "Competitive Strategy: Techniques for Analyzing Industries and Competitors." New York: The Free Press, 1980.

Volkswagen Can Improve Its Business
Words: 1524 Length: 5 Pages Document Type: Marketing Plan Paper #: 11032357
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Volkswagen has a relatively small market share in the U.S., but has made infrastructure investments in order to address that. The company needs to make changes to its marketing program in order to support those infrastructure investments. Most important, this means changing the promotional program. The marketing message does not resonate with consumers, the media mix may not be cost effective, and overall spending may need to increase. This could necessitate changes in the advertising agency and shifts in the marketing message to build brand strength.

In addition, Volkswagen needs to leverage the increased cost flexibility that it will gain from its Mexican plant in order to become price competitive. To the best of its ability, it needs to benchmark its prices against category leaders. This will make the value proposition more appealing to consumers. The objective is to generate volume improvements, so undercutting benchmarks is highly desirable where it…

Works Cited: (2010). Volkswagen Group (Germany). Retrieved April 15, 2010 from 

Gopwani, J. & Phelan, M. (2010). VW aims to double U.S. market share. Detroit Free Press. Retrieved April 15, 2010 from 

Silver, N. (2009). The end of car culture. Esquire. Retrieved April 15, 2010 from

Brocade Mlx Routers Marketing Plan
Words: 1407 Length: 5 Pages Document Type: Marketing Plan Paper #: 41394720
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Awareness will also be created through social networking websites such as Facebook in order to capture target audience. These social networking websites can also play an effective role in assisting the firm to carry out pre-launch and post launch tracking studies for the effectiveness of the ad campaign.

Measuring Effectiveness

In order to test the effectiveness of the MLX router's advertising campaign, a market survey would be carried out before formally launching the campaign. This will test how much awareness about the router is already there in the market and what is the scope of further sales. After formal launching of the advertisement campaign, another market survey would be carried out. This will test the awareness level in the target market about the router. The difference between the pre-launch and post launch survey will be used to measure the overall effectiveness of the campaign.

Additional Promotional Activities

Although the regular…


Brocade. (n.d.). Brocade MLX Routers. Retrieved from 

List Building Toolkit. (2010). Research wireless internet router reviews before you purchase one. Retrieved from

Articles Base. (2007). Netiron Mlx fuels foundry vs. Cisco battle. Retrieved from Netiron Mlx Fuels Foundry vs. Cisco Battle

AMEinfo. (2010). Brocade delivers on Brocade one promise with world's most powerful 100 Gigabit Ethernet Router. Retrieved from

Marketing Toto Brand High Efficiency
Words: 3469 Length: 13 Pages Document Type: Research Proposal Paper #: 55951386
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The region's labor force was unable to cover the needs of the construction activity, which allowed for many immigrants to come and work here in the constructions sector.

But with the new economic conditions, it is expected that the level of constructions in the region will significantly decrease. New constructions mean new customers for TOTO. Less construction means less customers for the company.

Also, given the new economic and financial circumstances, it is expected that individuals' in comes will experience a decrease. This means that they may not invest in purchasing new toilets unless they absolutely need to.

In other words, the global economic and financial conditions that are also reflected in Catalonia may affect the company's initial sales on this market. The company's estimations regarding the volume of sales may prove to be optimistic.

However, a marketing campaign and a pricing strategy in accordance with the new economic and…

Reference list:

1. About TOTO (2009). TOTO USA, Inc. Retrieved April 15, 2009 from .

2. Catalonia (2009). Wikipedia, the free encyclopedia. Retrieved April 16, 2009 from .

3. Demographics (2009). IDESCAT, Official Statistics Website of Catalonia. Retrieved April 17, 2009 from .

4. Developing a Marketing Campaign (2009). CEW Publications. Retrieved April 17, 2009 from

Words: 2836 Length: 9 Pages Document Type: Research Proposal Paper #: 69272312
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Action rograms

The surveys should become an ongoing activity as customer behavior and preferences change quite often and the company needs to be aware of all changes to be able to adapt to them. For this, the company needs to have set up a system to send as many surveys online as possible to keep costs under control. Every customer should be asked to provide an email address, which can later be used for sending promotional messages, if the customer agrees to receive communications from Kerry Co. otential systems that meet these requirements are Zoomerang and Inquisite that have quite a large capacity of sending surveys for this kind of business. E-mail surveys are likely to be more appropriate for the young buyers, whereas the elder ones should be inquired about their satisfaction via phone or post, which is a more expensive method. Nevertheless, elders are likely to have a…

Pegram, K. 2000. Dollars & Sense - Take Advantage of Your Satisfied Customers. DWC Magazine, March Edition,

Wikipedia, Accessed Feb 2009. Key Performance Indicator. 


Pitching a Businessw Plan to
Words: 3660 Length: 12 Pages Document Type: Business Plan Paper #: 34018815
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The second type of competition is posed by the local pet care services, which -- similar to The Happy Pup Daycare Center -- are focused on small scale services, with an increased willingness and ability to customize the service offering. These local companies are however not as threatening as they all activate in an underserved market, and especially as they are geographically spread to several smaller areas, that seldom intersect.

d) Economic Analysis

The pet care services industry is expected to be influenced by the general state of the economy, with the understanding that an improved economic condition would generate an increase in the demand for pet care services, whereas an economic contraction would result in a decrease in the demand for pet care services. Today, the economy strives to revive from a recession and the demand for the pet care services would be contracted in comparison to its potential…


Moran, P.J., 2006, Pet sitting for profit, 3rd edition, John Wiley and Sons

2004, Doggie daycare is a booming business, Kennel Source, last accessed on June 30, 2011

Revolution Movies Marketing Workers Protection Acts Investigate
Words: 2998 Length: 9 Pages Document Type: Essay Paper #: 52845314
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evolution Movies Marketing

Workers Protection Acts

Investigate ways in which community arts organizations develop and maintain an audience

In the recent past, there has been a notable improvement in the field of arts. Many people in the community are now garnering interest in arts like never before. As a result, there has also been an increase in the community art organization. This is of course due to the need to fulfill the demand for the interest in art. However, it is an enormous challenge for organizations to acquire audience. Furthermore, the bigger challenge is to maintain the audience that they already have. Therefore, it is imperative that there are strategies that can happen in both situations. Community art organizations need to use all the appropriate methods to acquire a new audience. This is possible through advertising although the most suitable is to get to know the target group. There should…


Carpenter, G., & Blandy, D.E. (2008). Arts and cultural programming: A leisure perspective.

Champaign, IL: Human Kinetics.

Cherbo, J.M., Stewart, R.A., & Wyszomirski, M.J. (2008). Understanding the arts and creative sector in the United States. New Brunswick: Rutgers University Press

Daragh O'Reilly. & Finola Kerrigan. (2010). Marketing the arts: A fresh approach. Taylor & Francis. London.

Organization Behavior Nike Marketing Analysis Business Environment
Words: 1304 Length: 4 Pages Document Type: Essay Paper #: 29399132
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Organization Behavior

NIKE Marketing Analysis

Business environment consists of numerous factors and forces that impact the business organizations' ability to operate competitively and profitably in their industry. These forces exist at both micro and macro levels and require the business organizations to show quick response to the uncertainties and complexities which may arise in the business environment from time to time (Cadle, Paul, & Yeates 2010). These forces impact each and every aspect of the business operations like marketing decisions, segmentation, targeting, and positioning strategies, consumers' buying behavior, marketing or promotional activities, and others (Lamb, Hair, & McDaniel 2012). This paper presents a report on the marketing analysis of Nike, Inc. -- a well-recognized brand in the clothing, sportswear, and footwear manufacturing industry of the world. The major sections include; impacts of micro and macro environments on Nike's marketing decisions, the segmentation criteria which it uses in different markets, the…


Cadle, J., Paul, D., & Yeates, D. 2010, Business Analysis, 2nd Edition. Swindon: British Informatics Society

Kurtz, D.L., MacKenzie, H.F., & Snow, K. 2010, Contemporary Marketing, 2nd Edition. Toronto: Nelson Education

Lamb, C., Hair, J., & McDaniel, C. 2012, Essentials of Marketing, 7th Edition. Ohio: South-Western Cengage Learning

Nike, Inc. 2012, About Nike, Inc. Available from [Accessed September 30th, 2012]