Use our essay title generator to get ideas and recommendations instantly
Much of the promotional campaigns throughout the introduction and growth periods were centered on this facility.
According to different sources, the purpose of the promotion element was to promote "revolutionary communications and audio/visual experience" as an integrated experience. This would be the fundamental message in the introduction and growth promotions and the explanation for this is simple, being connected with something mentioned in the introduction: besides exceptional individual features, such as the touch screen, the most important asset of the iPhone is its capacity to integrate different instruments from different areas of our every day activity.
The iPhone is at the same time a camera, an accessible way to navigate the Internet, to communicate with one's friends or colleagues through different environments (email, text messages, voice) and so on. Emphasizing this during the introduction stage of the product encouraged this idea to be carried on into the other stages as…
1. Honan, Matthew (January 9, 2007). "Apple unveils iPhone." Macworld. On the Internet at http Retrieved on February 19, 2009
2. Grossman, Lev (October 31, 2007). "Invention of the Year: The iPhone." On the Internet at http://www.time.com/time/business/article/0,8599,1678581,00.html . Retrievedon February 19, 2009
3. Yeshin, Tony. Sales Promotion. International Thomson Business Press. April 2006. Page 56.
4. 2002-2007. The Product Life Cycle. Internet Center for Management and Business Administration Inc. On the Internet at http://www.netmba.com/marketing/product/lifecycle/.Lastretrieved on February 19, 2009
Since the 1970s, the global retail clothing industry has experienced intense international competition and major shifts in the pattern of consumer demand. These pressures have had far-reaching implications for the clothing industry in the areas of pricing, design, quality, manufacturing processes and employment (Rath, 2002). According to this author, "In the 1970s, traditional manufacturers, particularly High Street retailers with their own manufacturing capacity, found themselves unable to compete with low wage producers in newly industrialized countries. Standard garments such as suits, rainwear and jeans, where seasonal fashion changes tended to be minimal, were particularly susceptible to competition" (p. 77).
The early 1980s witnessed a 'retail revolution' which was occasioned by demands for more frequent style changes and garments with a high fashion content. Retail clothing stores such as the Burton Group, Sears, Storehouse and Next tried to lure consumers away from relatively cheap mass-marketed clothes by promoting a new coordinated…
It is important to know and understand Generation Y otherwise a product which does not appeal to their requirements would not be popular amongst them and thus not be sold. "All too often marketers pick up on new segments of the youth market, but there is a tendency to overdo it and get caught in the hype. Some of these segments are important, but often segmenting young adults by lifestage is more appropriate than lifestyle and attitude-based segmentations,' said Piers Berezai, Datamonitor consumer markets analyst and author of the report" (Anonymous).
Organizations need to know their consumers and with the buying behavior of Generation Y, they need to appeal to their senses and give them what they need. If organizations do fail to do so, they will face failure. Generation Y constitutes a wide majority of the population of the United States and it is their needs which should be…
1) Wikipedia - Generation Y [Online website] Available at http://en.wikipedia.org/wiki/Generation_Y [Accessed on 22/9/2005]
2) Alan J. Bush, Craig A. Martin, and Victoria D. Bush - Article Title: Sports Celebrity Influence on the Behavioral Intentions of Generation Y Journal Title: Journal of Advertising Research. Volume: 44. Issue: 1. Publication Year: 2004. Page Number: 108+.
3) Jan Welborn-Nichols - "Market Positioning." [Online website] Available at http://www.zeromillion.com/marketing/ten/marketing-positioning.html [Accessed on 22/9/2005]
4) Jim Meskauskas - Millennials Surfing: Generation Y Online. October 15, 2003. [Online website] Available at http://www.imediaconnection.com/content/2027.asp [Accessed on 22/9/2005]
What form of sales promotion might induce impulse purchasing?
There are several ways in which sales promotions might influence impulse purchasing: placement of the product in a place where the consumer is standing or waiting (the checkout line, for example); next to beverage machines or reading areas (location), or offers that are so enticing the individual cannot believe the price (e.g. only a dollar, 2 months free, etc.).
Determine what forms of sales promotion are more effective at persuading consumers to switch brands.
Sometimes, in the contemporary world, brand loyalty is considered a thing of the past. Depending on what the item is, or its use, many consumers see that brands are mostly identical. For instance, Excedrin is a top brand and sells at a top price; right next to it might be the generic store brand, typically at half the price. The price then drives the brand…
Lamb, C., et.al., (2009). Essentials of Marketing. Mason, OH: Cenage.
Shimp, T. (2008). Advertising Promotion and Other Aspects of Integrated Marketing. Mason,
Wiehenbrauk, D. (2010). Collaborative Promotions: Optimizing Retail Supply Chains. New York: Springer.
Managing Advertising, Sales Promotion, Public Relation and Direct Marketing
Hundreds of theories exist that examine, outline, define and analyze the best methods for managing advertising, sales promotion, public relations and direct marketing campaigns. Slick advertising agencies offer manufacturers and retailers a variety of tools that do in fact support the advertising and sales promotion process. The primary key element however, that is common among all of these areas, and the one factor that truly will influence a marketing, sales or public relations campaign's success in the marketplace, is the ability to target audiences and respond effectively to consumers ever changing wants, needs and desires.
Consumers are becoming increasingly shopping savvy. The advent of technological advances such as the internet have allowed consumers new avenues for researching products and services on online at anytime. Most consumers have discovered that bargains can be found just about anywhere nowadays with a click of…
Alonso, J. Shintaro, O. "Right messages for the right site: online creative strategies by Japanese multinational corporations." Journal of Marketing Communications, Vol. 9, No.4, (December) 2003. 221-239
Axarloglou, Kostas. "The Cyclicality of New Product Introductions." Journal of Business Research, Vol. 76, no. 1: University of Chicago
Brucks, M. & Grewal, D., Ozanne, J. & . "A Study of Information Search Behavior during the Categorization of New Products." Journal of Consumer Research, 18 (March) 1992, 45204663
Hellenbeck III., Edward. A. November 11, 2003. "Great Service: The Key to Sustainable Differentiation." Marketing Profs.com. Available: http://www.marketingprofs.com/preview_dp.asp?file=/3/Hellenbeck1.asp
Marketing Alcoholic Icecream in Norway
Norway is part of the Scandinavian Peninsula located in the Northern part of Europe. The Norwegian territory also houses the Arctic Archipelago and Jan Mayen of Svalbard. Most parts of the nation share a border with Eastern Sweden, to the South is Finland and ussia to the East. The extensive coastline of Norway faces the Barents Sea and North Atlantic Ocean. With 323,802 square kilometers (Great Britain 1986), the country has a total population of five million people. It is the most sparsely populated European nation. Its population is spread throughout the mountainous and narrow landscape. It is a democratic and vibrant economy. Drawing from global per capita, Norway is one of the wealthiest economies in the world. This is attributable to its position as the world's sixth largest crude oil exporter and second largest natural gas exporter. The even distribution of income makes…
Bly, R. W. (2009). Marketing Plan Handbook: Develop Big Picture Marketing Plans for Pennies on the Dollar. Irvine, Calif.: Entrepreneur Press.
Great Britain. (1986). Norway: A Country Profile. Place of Publication Not Identified: Exports to Europe Branch, DTI.
Int'l Business Publications, USA. (2012). Business in Norway for Everyone: Practical Information and Contacts for Success. International Business Pubns USA.
McKinney, A. (2003). Real Business Plans & Marketing Tools: Including Samples to Use in Starting, Growing, Marketing, and Selling Your Business. Fayetteville, NC: PREP Pub.
Coopeation and the maket fo IT sevice povide
In case of diffeent sevice povides, headings emain the same, whilst the only change is the factos. Based on the sevice being povided and kind of sevices, fo instance IT sevice povides, a boad ange of maco envionmental factos ae petinent. Hence, sevice povides geneally fine tune the factos based on thei pesonal sevice pofile. In case of mico envionment, diffeent sevice povides taget thei own taget makets (Halme, 2012). In the IT secto, stategic alliances between IT sevice povides is a well-known fom of elationship maketing usually undetaken to gain a competitive edge. With the help of these long-tem contacts, patnes own opeating flexibility inceases as well as it boosts supply chain associations in the pesent competent maketplace. Location and size doesn't matte in case of stategic patnes. Stategic alliances encompass business of evey size, all types and all natue.…
Baldwin, J.R., and Gellatly, G. (2003).Innovation strategies and performance in small firms. Cheltenham, UK, E. Elgar.
Beesley, C. (2013, January 9). 5 Ways to Find the Right Niche and Target Market for Your Small Business | The U.S. Small Business Administration | SBA.gov. Retrieved November 11, 2014.
Boone, L.E. (2013). Contemporary marketing, 2015 update. [S.l.], Cengage Learning.
BusinessDictionary.com (n.d.). What is scale? definition and meaning. Retrieved November 11, 2014.
Sales and Promotion
Blue Mountain Community College has been experiencing some difficulty in the area of developing a sales and promotion plan for the athletic department. The purpose of this discussion is to resolve this problem through the development of a detailed plan for promotion and sales of its teams. The plan will be inclusive of the five teams the community college has including football, baseball, softball, and men's and women's basketball.
Regardless of the sport being discussed in terms of promotion and sales, one of the key components in improving sales is associated with relationship marketing (Parvatiyar & Sheth 2001). According to Bee & Kahle (2006)
"Relationship marketing is important because it can be effective. It facilitates role enactment by providing definitions for types of influence and communication strategies that should characterize two participants in a relationship. Teams, leagues, athletes, marketing corporations, and fans have relationships with…
Bee C.C., Kahle, L.R.. (2006) Relationship Marketing in Sports: A Functional Approach. Sport Marketing Quarterly. 15, 102-110
Fink, J.S., Trail, G.T., & Anderson, D.F. (2002). Environmental factors associated with attendance and sport consumption behavior: Gender and team differences. Sport Marketing Quarterly, 11, 8-19
Fullerton S., Merz, G.R. (2008) The Four Domains of Sports Marketing: A Conceptual Framework. Sport Marketing Quarterly,, 17, 90-108
Irwin, R.L., Sutton W.A., McCarthy, L.M. (2008) Sport promotion and sales management. Human Kinetics
He also knew that Time Warner Cable has at times been known to zap televisions with too much voltage and a few had been damaged. This had actually been written about in the local press. In short, what made this situation unique was the knowledge the sales person had of the local market and the potential hazards to such a large investment in entertainment.
Second, the cross-sell strategies (Reinartz, Thomas, ascoul, 2008) at est uy also centered on making the flat screen television more integrated into my existing stereo system as well. As there is already an amplifier, receiver and a series of speakers in the room where the television sis going, the est uy salesman was able to draw and define an approach for me to integrate all the components together. At first I didn't believe him yet after I went back home and looked at the connectors on…
Pennie Frow, Adrian Payne. (2007). Towards the 'perfect' customer experience. Journal of Brand Management: Special Issue: Brand management and the customer experience, 15(2), 89-101. Retrieved May 31, 2008, from ABI/INFORM Global database. (Document ID: 1389481111).
David H. Maister, Charles H. Green, Robert M. Galford. (2000). What is a trusted advisor? Consulting to Management, 11(3), 36-41. Retrieved May 31, 2008, from ABI/INFORM Global database. (Document ID: 64851016).
Christopher Meyer, Andre Schwager. (2007). UNDERSTANDING CUSTOMER EXPERIENCE. Harvard Business Review, 85(2), 116-126. Retrieved May 31, 2008, from ABI/INFORM Global database. (Document ID: 1206867001).
Werner Reinartz, Jacquelyn S. Thomas, Gana l Bascoul. (2008). Investigating cross-buying and customer loyalty. Journal of Interactive Marketing, 22(1), 5. Retrieved May 31, 2008, from ABI/INFORM Global database. (Document ID: 1472046991).
It is far more difficult to move into sales later in one's career, without sales experience on the resume. Regardless of what transpires in their sales career, resilience is a quality all salespeople will learn, and resilience is the bulwark of every career: "As meeting clients and encouraging them to purchase your products is the core of the profession, good interpersonal skills are a must, as well as a degree of resilience. 'No' is an answer you may hear often, particularly in the early days of your career" (How do I get a job in sales, 2009, Target jobs). The resilience learned in sales is the glue, the personal mettle that will keep every employee emotionally and professionally whole through trying times, regardless of the industry he or she ultimately chooses.
Advertising, marketing, promotions, public relations, and sales managers. (2009). U.S.
Department of Labor and Statistics. Occupational Outlook…
Advertising, marketing, promotions, public relations, and sales managers. (2009). U.S.
Department of Labor and Statistics. Occupational Outlook Handbook 2008-2009
Edition. Bureau of Labor and Statistics (BLS). Retrieved July 7, 2009 at http://www.bls.gov/oco/ocos020.htm
How do I get a job in sales? (2009). Target jobs. Retrieved July 7, 2009 at http://targetjobs.co.uk/sales/articleview-50s_29a_3936.aspx
These are simply the strategies that help the sales staff know how it would go about achieving its targets. There is usually more than one strategy at work at any given time. For example Kudler can use direct marketing, door to door selling, fairs and events to promote its products. In many affluent areas, there are large malls that people gather at for fun, shopping and eating out. This is a good place for promotion of Kudler's salad line.
The program must be kept alive and active by consisting sending out mails, letters, and promotional items to all those who matter. This helps in increasing the consumer base as Parinello says: "Send no less than 50 letters of introduction to new prospects each week; make no less than 50 cold calls of introduction to new prospects each week; make no less than 20 face-to-face contacts with new prospects…
Electrical Apparatus: Creating a sales plan, Electrical Apparatus Jun 2004. Accessed online 3rd June 2006:
Sales Ethics: A requirement for meaningful long-term sales success - Sales Focus Inc. Sales Tips Newsletter - Vol. II, Issue 19 Accessed online 3rd June 2006: http://www.salesfocusinc.com/newsarchive/0319_sales_ethics.htm
ith globalization of production the costs to produce the product (whatever the product is) is generally lower percentage wise than it was just a few short years ago. Companies can apply those additional dollar savings to other areas, and the advertising area makes a certain amount of sense for using those savings, especially if spending such dollars on advertising leads to more sales, and even greater profitability.
Neff states, "the net effect is that a one-year campaign can pay off with a 9% spike in sales over a decade." (pg 4) Those are numbers that will help any companies coffers.
Neff, Jack (2000) New Model: Ads pay off Longer Than First Year: Findings could shift balance with trade promotion, Advertising Age, Vol. 71, pg 4, Accessed July 22, 2007 http://0find.galegroup.com.salty.slcpl.lib.ut.us:80/ips/infomark.do?&contentSet=IACDocuments&type=retrieve&tabID=T003&prodId=IPS&docId=A59847029&source=gale&srcprod=GRGM&userGroupName=slpl&version=1.0.
Neff, Jack (2000) New Model: Ads pay off Longer Than First Year: Findings could shift balance with trade promotion, Advertising Age, Vol. 71, pg 4, Accessed July 22, 2007 http://0find.galegroup.com.salty.slcpl.lib.ut.us:80/ips/infomark.do?&contentSet=IACDocuments&type=retrieve&tabID=T003&prodId=IPS&docId=A59847029&source=gale&srcprod=GRGM&userGroupName=slpl&version=1.0.
Target's attractive design is consistent with its 'expect more, pay less' slogan, as well as its eye-catching bulls-eye.
In New York, Target has been anxiously courting Manhattan residents who are not part of traditional American 'big box' department-store shopping culture, Target has been promoting how it offers less expensive items that still have a connection to brand-name designers. Yet Target has not weathered the recession as well as al-Mart, given that its focus on home goods and clothing make it less of a draw for consumers who wish to purchase only the barest of necessities. But in places like New York, where style is king, Target hopes to make encroachments into a market segment of consumers who are still affluent, but slightly down-scaling their purchases (Rosenbloom 2008).
As well as cheap yet sophisticated, Target is also fun. Its eye-catching advertisements in bright colors suggest a youthful, hip image that stands…
Rosenbloom, Stephanie. (2008). Target to open design-focused stores in New York.
The New York Times. Retrieved July 25, 2009 at http://www.nytimes.com/2008/09/02/business/02target.html
Schelfo, Jennifer. (2009, January 29). Cheery patterns, priced for the masses. The New York
Times. Retrieved July 25, 2009 at http://www.nytimes.com/2009/01/29/garden/29goods.html
Sales Plan for Gap Inc.
Gap Inc. is a U.S. multinational company specializing in the clothing and accessories product. The company major brands are Gap, Old Navy, banana republic, INTEMIX and Athleta. (Gap Inc., 2014). By 2008, the Gap Inc. has 3,076 stores globally and 130,000 employees where 2,551 employees are located in the United States. The Gap Inc. designs its clothes for the younger generation and fashionable clothing, which is in size, color, and style for its customer both in the United States and outside the United States. At present, the Gap Inc. operates 94 stores in the state of California. In the recent years, the company is facing a stiff competition from other clothing company in the United States and outside the United States. Thus, the company needs to redesign its marketing strategy to increase its customer base in California.
The objective of this project is to develop…
Business Wire (2010). Gap Inc. Updates Investors on Strategic Plan for the Next Three to Five Years. Berkshire Hathaway Company.
Gap Inc. (2014). Gap Store Locations. USA.
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 http://web1.msue.msu.edu/imp/modtd/33710086.html
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.
Marketing and Promotions Savvy
The last time I participated in a promotion was approximately two years ago. I was at a well-known popular retail chain and there was a company issuing sample giveaways. At the time, I was unfamiliar with the company itself. However, that did not stop me from going up to its table and walking away with what looked like a free sponge. It was actually a Magic Eraser, and it was a smaller version of the one found in retail locations.
This promotion certainly succeeded in raising my awareness of the product. I was not aware that such products existed prior to participating in this promotion. Now, I understand that these types of products exist to help one clean. Prior to using Magic Erasers, I would simply clean the walls in my home with sponges and various products that would inevitably damage them. I can do this…
Kempe, S. (2016). May 2016 letter from the editor. www.dataversity.net Retrieved from http://www.dataversity.net/may-2016-dataversity-letter-editor/
Kerr, K. (2015). Three tools to help shape your Twitter strategy. http://kulesafaul.com Retrieved from
Another contribution that a Sales Department can provide is not only in terms of introducing the new Far East Salad and bringing it to the market. Additionally, the Sales Department can play the role of taking care of customers' needs and looking after the things that are beneficial for them in relation to the organization's food products that they patronize. This role provides benefits for both the customers and the organization which in the end can result to the success of the organization.
Thirdly, the sales department can further contribute to the success of the organization by making the product known to consumers which consequently can make the company known as well. The Sales Department can achieve this through effective sales strategies of foods; strategies that include the following elements (Kraft Online).
Although these elements are sometimes mistaken for marketing elements, it is actually during sales…
Perner, L. Consumer Behavior and Marketing Strategy.
Retrieved on May 25, 2006, from Online.
Web site: http://www.consumerpsychologist.com/
The Vital Role of Sales at Kraft Food UK.
Sport Promotion Mix
Kotler's promotion mix consists of advertising, publicity, personal contact, incentives, and atmospherics as well as licensing, sponsorship, and community relations to represent the contemporary sport promotion mix (Irwin, 2008). The New York Yankees the contemporary promotion mix. They have advertising of ticket sales, news articles and videos as publicity, blogs for personal contact with fans, discounts on tickets as incentives, and atmospherics with a showcase of bleachers, licensing with team logo items, sponsorships with corporations, and community relations with donations and fund drives.
Advertising is done for ticket sales (Home Page) and team logo items (New York Yankees), such as t-shirts, hats, etc. The advertised items serve two fold in the promotion mix. Ticket sales contain incentives in 12-game and group packages that offer discounts to consumers. The team logo items are advertised for sale, but also contain the licensing of the team logo. The team logo…
New York Yankees. (2013). Retrieved from ESPN MLB: http://espn.go.com/mlb/team/_/name/nyy/new-york-yankees
Yankee Publications. (2013). Retrieved from Heros Remembered. Legends Born.: http://newyork.yankees.mlb.com/nyy/fan_forum/publications.jsp
Bryant, A. (1993, Apr 5). The Media Business: Advertising; For a Major League Baseball Team, the Season's First Pitch Comes Well Before Opening Up. Retrieved from New York Times: http://www.nytimes.com/1003/04/05/business/media-business-advertising-for-major-league-baseball-team-season-s-first-pitch.html
Home Page. (n.d.). Retrieved from Heros Remembered. Legends Born.: http://newyork.yankees.mlb.com/inde , jsp-c_id=nyy
Rockford Fosgate's Promotion Strategy
With the technological changes in the world new concepts have come in and to satisfy the customer's requirement of such products, new manufacturers have come up. One of those manufacturers is Rockford Fosgate. The company sells products, which are loved by the new generation, and the demand is huge. These people also swear by their audio systems and must fix the best of everything in their houses and cars. One of the cardinal principles in life is that when you make something try to make the best, as then the item will create its own demand. This statement is also true for marketing. The Company is divided into many segments catering to different markets.
In main function, this company manufactures musical electronic products, and according to their sales agents "The evolution of music has paralleled the evolution of mankind." The company caters to the music lovers…
John's Ford- retrieved at http://www.cardomain.com/id/illzx2on 07/24/2003
Fosgate Audionics FA61.0 Two-way Passive Monitor Speakers With 6-1/2 "Mid/Woofer & 1" Tweeter (PAIR) retrieved at http://www.store.yahoo.com/wildwestelectronics/fosaudfa6two.html. On 07/24/2003
Rockford Corporation- retrieved at http://www.rockfordcorp.com/home/on 07/24/2003
Industry Analysis- retrieved at http://www.scs.unr.edu/~jseymour/industryanalysis.html. On 07/24/2003
The promotions plan for the Moller Skycar launch will feature a number of different facets. The first will be the message, which should consist of two parts. The first part will focus on introducing the product, because the Skycar is not only a new product but a new category as well. There will be informational hurdles to overcome and some consumers may be skeptical, so the introduction message will be mixed with informational messages as well. The second message of the plan will highlight the attributes of the Skycar. It cannot be assumed that the Skycar's attributes are self-evident, so the product features and other attributes will need to be communicated to consumers in a way that differentiates them from the attributes of competing products such as automobiles.
The message should also contain a heavy visual emphasis. People need to see the Skycar in action. They need to…
Moller Skycar website home page at http://www.moller.com viewed November 7, 2010.
CBSNews.com 2007 Flying cars ready to take off Bob Simon talks to inventors who build personal flying machines. April 17. Viewed at the cbsnews.com website, http://www.cbsnews.com/stories/2005/04/15/60minutes/main688454.shtml on November 7, 2010.
Anon, (n.d.), Moller Skycar M400 viewed at http://en.wikipedia.org/wiki/Moller_Skycar_M400 November 24, 2010.
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.
etail Sales Management
Executive Summery: PC World is a huge UK retailer that is ever expanding into the technology marketplace. From PC's to washing machines, they offer a one-stop shop for everything technology related. With an appealing advertising system that attracts the middle class Englishman, it is no wonder that their business continues to grow.
PC World is a retailer within the Dixons etail businesses. The stores are located in the United Kingdom and it is the largest chain of computer retail stores in the UK and Ireland with a total of 163 stores. This report will review the overall retail sales management of PC World and how the store's overall strategy allowed for its wide expansion.
Background on Sector: PC World is a retail computer store that specializes in selling computers and computer-related technology. They also carry printers, ink, accessories, games, as well as entertainment technology including televisions, DVD…
Fiveash, Kelly (2007). "PC superstore unhinged by Linux."
PC World Ireland
PC World UK
Thomas, Dan (2006). "Dixons owner signs 120m outsourcing deal with Capita."
What Salesforce does is create microsites, Twitter accounts, Facebook fan pages and LinkedIn accounts for their events, so that potential attendees can learn about the events' details through the channels that best fit their needs (Bernoff, Li, 2008). Each of these online approaches Salesforce uses are also heavily supported by video and audio clips, and an entire range of digital content that can be downloaded and played anytime potential attendees choose to. All of these aspects of strategies are also measured using online analytics as well, which are critical for all event marketing and selling strategies (Schwartz, 2011).
Of the many marketing and selling strategies for events, three of the more effective ones based on research include promoting online events in real-time, marketing an event using the natural beauty or attractiveness of the venue, and marketing events with a celebrity or thought leader. All three have proven to be…
Bernoff, J., & Li, C.. (2008). Harnessing the Power of the Oh-So-Social Web. MIT Sloan Management Review, 49(3), 36-42.
Rob Davidson. (2011). Web 2.0 as a marketing tool for conference centres. International Journal of Event and Festival Management, 2(2), 117-138.
Hoffman, D., & Novak, T.. (2011). Marketing Communication in a Digital Era: Marketers should focus efforts on emerging social, mobile and local trends. Marketing Management, 20(3), 37.
Matthew Schwartz. (2011, April). A holistic view of analytics: Marketers are making strides to connect metrics with companies' overall goals. B to B: Interactive Marketing Guide 2011, 96(4), 16.
Starbucks continues to use the music-to-emotion connection in the television spots to underscore their core messaging and differentiation.
Internet - Starbuck's Internet strategy stresses their environmentally friendly corporate policies, humanitarian efforts, and accentuates its health coverage for part-time employees. In short, the Internet strategy primarily focuses on showing global corporate responsibility, which is a critical messaging platform as the company moves into new Pacific im nations including Australia, Japan, and Korea. The global reach of the company is also exemplified in the use of maps to show where the various coffees are grown and sourced from.
Starbucks also supports their two core messages of delivering "reward" drinks on the one hand (Frappacinos) and getting a caffeine boost for a job (Double Shot) through the heavy use of graphics and downloadable computer art. For the summer promotion of "reward" drinks there is also the attempt to link music with the positioning…
Citigroup Research (2006) - SBUX: Too Hot For Us. Citigroup Global Markets Research. May 16, 2006.
Mintel Research, 2006, A Classy Cup of Coffee, Convenience Store News
March 15, 2006. Retrieved April 28, 2006, at http://www.csnews.com/csn/foodservice/article_display.jsp?vnu_content_id=1002158065
Starbucks Profile, 2005 - Starbucks Corporation. Company Profile. June, 2005. DataMonitor Corporation. New York, NY.
A Sales Examination Exercise
Collegiate apparel is perhaps one of the most popular in terms of clothing and accessories in the United States. Sports team apparel is also quite high, but collegiate apparel does seem to take over the lead, for it appeals to so many more people-males and females alike. In fact, collegiate apparel is rated on internet websites, which can provide links to the best places where to buy these kinds of clothes. The exercise below aims to reference a sales study that was involved with various collegiate items, and will answer the five questions relating to strategy and profit.
The first question was whether the compensation system at Collegiate Promotions was effective in this particular exercise. In order to answer this question, one must examine this compensation system. In this case study, the company did not set an absolute price for products, according to the…
O'Toole, J. (2006). The New American Workplace, Chapter New York, NY: Palgrave MacMillan.
Stewart, G.L. And Brown, K.G. (2009). Taken from Human Resource Management: Linking Strategy to Practice, Chapter 12. Hoboken, NJ: John Wiley & Son, Inc.
"Top College Apparel Sites." (2011). Top20Sites.com. Retrieved June 4, 2011, < http://www.top20sites.com/Top-College-Apparel-Sites >.
Changing a Promotion System
What is the likely cause of CSD's problems?
The problems in the Commercial Sales Division (CAD) aren't Tom's; they are the lack of succession planning, management and leadership training offered by the company. It can be inferred from the case study that ioglass at a corporate level and CSD specifically lack the necessary training to ensure high achieving sales personnel step into a leadership role. This is a common problem across many business-to-business (2) enterprises who highly value sales performance yet perennially struggle with how to turn it into excellent leadership (utler, Reese, 1991). As the book indicators, many enterprises settle for a mediocre level of performance when it comes to leadership overall, and this is especially the case in the area of sales as high achieving individual performers often struggle with the transition into management (Heneman III, Judge & Kammeyer-Muller, 2012).
Second, CSD has architected…
Bioglass in general and CSD specifically have to define a more effective sales planning, execution and management process if they are going to succeed in the short-term. Part of any sales planning process alone is the need for defining analytics, key performance indicators (KPIs) and metrics of performance that capture individualized and group-based performance (Rajagopal, Rajagopal, 2008). From this baseline of performance, Bioglass can better manage its many divisions, including CSD.
Second, Bioglass has no clear idea of the balance of qualitative and quantitative attributes and factors that will lead to success in a management or leadership position in their company today. Too often high achieving sales professionals are promoted based on their ability to consistently meet and exceed quotas, with little thought to how transferrable their skills sets are or how adept they are at coaching and nurturing other sales professionals to higher performance
(Butler, Reese, 1991). This is a common problem with B2B enterprises specifically, who often equate exceptional sales performance with the ability to lead (Rajagopal, Rajagopal, 2008). What is needed is a more consistent, methodologically-sound approach to defining promotion criterion for each specific management and leadership role in the company. There also needs to be a balance of qualitative and quantitative factors taken into account in defining these positions as well. In summary, Bioglass in general and CSD specifically need to define a taxonomy of the most critical factors for managerial and leadership success, then ensure their alignment to the current and future needs of their business model and go-to-market strategies (Rajagopal, Rajagopal, 2008). This is often one of the
Tablet industry has been a high growth industry since its inception a few years ago. At this point, growth in the industry is starting to slow, but also consumers are starting to become more segmented, and the companies within the industry are beginning to understand consumer needs better, and meet them more effectively. This paper will describe some of the promotions that companies in the industry are undertaking in order to differentiate their product and win consumers.
The first player in the tablet industry is Apple, maker of the iPad. Apple has a couple of different products in the market. Apple does not use pricing promotions, because it has a premium positioning strategy that emphasizes its products will not be discounted, or at least very infrequently. The company also makes extensive use of lifestyle promotional messages, for example here: https://www.youtube.com/watch?v=jiyIcz7wUH0
The use of lifestyle as the major element in the…
Edwards, J. (2014). Apple's iPad business isn't collapsing, but the rest of the tablet market is. Apple Insider. Retrieved May 5, 2014 from http://appleinsider.com/articles/14/05/04/apples-iPad-business-isnt-collapsing-but-the-rest-of-the-tablet-industry-sure-is
The company was in a difficult position during the previous year, losing significantly to discounter Target or to Wal-Mart and it even had to announce that it may leave the toy industry if things are not likely to improve during the next period of time. In order to "thin inventory," the company came up with heavy discount policies and gift cards to increase the volume of sales.
According to Dhruv Grewal, professor of marketing and retail at abson College, "it's time for Toys R Us to think outside the box." ut analysts say that Toys R Us may need more ideas, such as unique gift card options and co-op branding with other retailers to survive
Another type of policy used by toy retailers is to expand the categories so that people buy at one time, including books, music, video games and DVDs (as an advantageous package). This type of policy…
Wal-Mart doesn't plan to toy much with prices" http://www.usatoday.com/money/industries/retail/2004-10-11-toy-2004_x.htm
Grant, Lorrie. Wal-Mart doesn't plan to toy much with prices. On the Internet at www.usatoday.com/money/industries/retail/2004-10-11-toy-2004_x.htm.Last retrieved October 20
Marketing Mix: Promotion Strategies
Assume that you are the newly hired promotion manager for Brooks Brothers and that the VP of Marketing wants you to prepare a report on how the designer's/brand's product/good is currently marketed and to begin to think about what changes, if any, you might want to see made in the promotion of that designer's/brand's products/goods.
What promotion makes the designer's/brand's products different from its competitors?
Brooks Brothers is one of the most famous marketers of classic clothing for men and women in the world. Its generations-old name and reputation for quality distinguishes it from its more recently-arrived competitors. Unlike the classic British fashion house Burberry, it has not tried to brand itself as a more trendy fashion line for the young, and showcased streaming podcasts of its fashion shows and crowd-sourced photographs and fashion advice. Brooks Brothers specializes in simple, clean lines and its current marketing…
Spiffing up Brooks Brothers. (2001). Business Week. Retrieved May 17, 2011 at http://www.businessweek.com/magazine/content/01_51/b3762103.htm
Werdigier, Julia, (2009, November 11). Burberry looks online. The New York Times.
Retrieved May 17, 2011 at http://www.nytimes.com/2009/11/10/business/global/10burberry.html
Part 2: A manufacturer of computer chips has been unable to convince her dealers to give her the names and addresses of the end consumer. She understands CM and wants to implement a plan that includes both the dealers and the end users. Define an approach that the manufacturer can take to build a CM environment that provides optimal flow of all relative information in support of the company-consumer relationships. The response should take into account the company's culture, size, structure (functional, brand alignment, geographic, account management, industry category, matrix, by customer), technology, and processes.
The manufacturer needs to realize that the relationship of the dealer to their customers can and should be considered part of their value as a member of the distribution channel. The value-add then of the dealer is in nurturing and assisting with the development of these relationships including understanding their unmet needs to ensure manufacturers…
Josh Bernoff, Charlene Li. 2008. Harnessing the Power of the Oh-So-Social Web. MIT Sloan Management Review 49, no. 3 (April 1): 36-42. http://www.proquest.com (Accessed April 13, 2008).
Andreas Birnik, Cliff Bowman. (2007). Marketing mix standardization in multinational corporations: A review of the evidence. International Journal of Management Reviews, 9(4), 303-324. Retrieved April 20, 2008, from ABI/INFORM Global database. (Document ID: 1388991701).
Constantinides (2006). The Marketing Mix Revisited: Towards the 21st Century Marketing. Journal of Marketing Management, 22(3,4), 407-438. Retrieved April 20, 2008, from ABI/INFORM Global database. (Document ID: 1057129551).
Terry Grapentine (2006). MARKETING MIX. Marketing Research, 18(1), 4-5. Retrieved April 21, 2008, from ABI/INFORM Global database. (Document ID: 1035196971).
There are specific benefits that accrue to companies that build share, including an increase in the number of available apps and also capital to make continuous improvements. Thus, winning new customers is particularly important at this stage of the industry's life cycle. Once a customer becomes familiar with a company's product or operating system, they are likely to remain a customer, which in turn can bring customers to that firm's smartphone business as well.
The companies that have been most successful with tablets are Apple and Samsung. Apple had first mover advantage in the marketplace and was able to communicate the benefits of the iPad to consumers in such a way that the product was clearly differentiated from the iPhone. Apple continues to focus its communication on benefits in terms of functionality and life enhancement. Samsung, entering the market later, utilized a combination of functionality and price in its marketing.…
O'Reilly, L. (2012). Separate your tablet strategy from your mobile strategy. Marketing Week. Retrieved November 19, 2012 from http://www.marketingweek.co.uk/opinion/separate-your-tablet-strategy-from-your-mobile-strategy/4001891.article
However, he also shows a high degree of empathy, sympathy, and compassion for others. Frequently a significant contributor in a service-oriented sales role" (Weitzul 1993:49). This characterization of the necessary qualities for successful salespeople is very different from the traditional persona of salespeople who, especially in prior generations, often maintained an Aggressive-Compulsive behavioural style that is normally defined as a personality type that relies on a domineering approach lacking in sensitivity and empathy, who may be a better technical sales person than a more interpersonal sales person (Weitzul 1993:139).
Ultimately, empathy is now recognized as a crucial element of successful and effective sales techniques. Ideally, empathy expressed by salespeople should be established quickly and clearly as early as possible in the sales pitch; preferably, it should be incorporated into the introductory sentence or two of the initial exchange between salespeople and their customers. Whereas dynamic and hard-hitting sales pitches were…
Abelson, R.P., K.P. Frey, et al. (2004). Experiments with People: Revelations from Social Psychology. Mahwah, NJ, Lawrence Erlbaum Associates.
Baumann, Chris, Suzan Burton, and Gregory Elliott. 2007. "Predicting Consumer Behavior in Retail Banking." Journal of Business and Management 13:79-87.
Berlant, Lauren, ed. 2004. Compassion: The Culture and Politics of an Emotion. New York: Routledge.
Brown, Deaver, and Joseph E. Levangie. 2006. "The Often-neglected Term in the Entrepreneurial Equation -- the Purchase Order." New England Journal of Entrepreneurship 9:61-78.
Bike Sales and Service
List 3 strategic goals for Ted's business and provide an explanation of each.
Reduce Overhead -- lower his expenses
Make better use out of part-time employee scheduling
Match supply and demand in the various locations
Identify 5 specific types or categories of information that Ted needs to run his business and explain why they are important to him.
Sales data -- he needs to know specifically what drives his revenue
Employee costs -- he also needs to understand how to optimize his workforce
Customer data -- he needs accurate information about his target market
Seasonal data -- he needs better information about how the seasonal aspect of his business affects him
Capacity Planning -- he needs better estimates in understanding the sales and services he needs to offer at each location as well as better inventory management.
Identify and explain three business processes that…
Blue idge Coffee Case Study
Sales Strategy for the Flavored Coffee
Following the introduction of the new flavored coffee, there is need for coming up with a sales strategy for increasing the sales of the new product. The strategy gives details on how the product will reach the customers, and in the end, making them aware of the difference between the new product-line with the other products from the company. These strategies are necessary for improving the total company sales, consequently increasing the profitability of the company. The strategy is also necessary for the coming up with sales activities that position the flavored coffee to a state where it can gain a competitive advantage in the market. The most appropriate sales strategy of choice for meeting the sales objective of the company is the triple-tiered sales strategy (Frain, 2009).
Justification of the recommendation
The strategy is necessary for the establishment…
Avila, R.A., LaForge, R.W., Ingram, T.N., Schwepker, C.E., & Williams, M. (2010). Sell.
Finnegan, D., & Willcocks, L. (2007). Implementing CRM: From technology to knowledge.
Hoboken, N.J: John Wiley & Sons.
Evaluate whether or not the compensation system at Collegiate Promotions is effective.
At Collegiate Promotions, independent sales representatives have a great deal of autonomy. They have freedom to work when and where they choose and the ability to structure their own pricing within guidelines provided by the company. It is a very effective compensation system for the company, since sales representatives pay an initial $300 fee for start-up materials. Sales reps are independent contractors and not employees, so they cost the employer absolutely nothing. For ambitious sales reps, this system of at-risk compensation system can be very rewarding. Individuals who already have contacts as well as individuals who are savvy Web users may have a distinct advantage in their ability to reach potential customers more quickly. As AUTHORS (p. 459) point out, "Money is not the most important consideration for many employees." For those who desire independence and…
Business Plan for a Financial Divorce Software
Business Plan Divorce Software
Business Plan relating to the Sales of a new Financial Divorce Software.
Business Plan relating to the Sales of a new Financial Divorce Software
Keys to Success
Legal Form of Ownership
Location and Facilities
Products and Service
Ps of Marketing
Financial Statements and Projections
evenue and Cost Estimate
Forecasted Profit and Loss Statement
Forecasted Balance Sheet
Financial planning is involved in every aspect of life. Individuals and businesses have to formulate their daily, monthly, and yearly budgets in order to achieve a balance between their incomes and expenditures.…
Association of Divorce Financial Planners, (2012). Divorce Financial Planning. Retrieved on July 7th, 2012, from
Blythe, J. & Megicks, P. (2010). Marketing Planning: Strategy, Environment and Context, 3rd Edition. U.K: Prentice Hall
Cadle, J., Paul, D., & Yeates, D. (2010). Business Analysis, 2nd Edition. Swindon: British Informatics Society
Francis, P. (2010). Creating the Marketing Executive of the Future Using Key Deming Principles, Journal of Executive Education, 9 (1): 127-138
Promotion and the Product Life Cycle
The Product Life Cycle
Every product goes through a lifecycle of introduction, growth, maturity and decline (Cant, Strydom & Jooste, 2006). The introduction stage entails designing, developing, and launching the product to the target market. The growth stage is characterised by a rapid increase in sales and market share. At the maturity stage, the growth of sales starts to slow down. The slowdown may deteriorate, causing sales to decline. The product life cycle has important implications for marketing (Cant, Strydom & Jooste, 2006). Each stage often calls for a different marketing strategy. At the introduction stage, attention is paid to creating awareness and developing the market. The focus of marketing shifts at the growth stage, with attention being paid to creating brand preference and growing market share. This can be achieved by maintaining product quality and price, adding distribution channels, targeting a broader audience,…
Ang, L. (2014). Integrated marketing communications. Cambridge: Cambridge University Press.
Cant, M., Strydom, M., & Jooste, C. (2006). Marketing management. 5th ed. Cape Town: Juta & Co. Ltd.
Vashisht, K. (2005). A practical approach to marketing management. New Delhi: Atlantic Publishers.
New Product: Debut to Target Market
Developing and refining a new product is an exciting time, particularly one that fulfills a clear and present need of consumers all over the world. Introducing a new product to the world is even more exciting, especially if that product has done well with test markets. Introducing a new product to existing and new markets requires strategy and motivation in order to get the product into the hands of the people who are going to use it, love it and tell their friends. The key to doing this successfully is to truly understand your product and to promote it to the target markets using proven strategies for both sales and marketing.
This product was born out of the fact that the world of business, sports and entertainment has evolved at a rapid pace and continues to each day, and for the average…
This analysis provides insights into how the researchers found these factors, and what their implications are form a hospitably and resort marketing standpoint.
The study found the SERVQUAL dimension of reliability to be the most significant in explaining the variance between hotel and resort guests' expectations vs. experiences. The series of reliability factors delivered an eigenvalue of 8.874 and explained 22.754% of the variance in expectations vs. experiences of hotel and resort guests (Thanika, 2004). Breaking the reliability factor down further, the six most important elements were the responsiveness of the hotel staff, the hotel staff keeps commitments quickly and thoroughly (this shows they respect the guests (Thanika, 2004)), and also make helped recommendations to guests. Assurance factors delivered an eigenvalue of 3.325 and explained 8.526% of the variance between expectations and experiences. Extra room amenities factors delivered an eigenvalue of 2.354 and explained 6.037% of the variance…
Marketing and Increasing Profits / Marketing Plan: Vet Life Apparel
Sales and Profits
Vet Life Apparel
Vet Life Apparel, based in the Wilmington NC is owned and run by two Marine veterans Corey and Kevin, who after completing their active duty service and having participated in a number of combats decided to venture into the private sector. Vet Life is creative and full of purpose. This is why it will always give you something to wear and give the veterans community something to be proud of. Vet-Life raises awareness about PTSD, helps the homeless veterans get off the street, and helps the disabled have access to living conditions through nonprofit charities (Vet Life 2016).
The objective of this report is to discuss a marketing plan that can help the company increase its overall sales.
Glass door. (2015). Companies in Wilimgton, NC, U.S.. Retrieved from https://www.glassdoor.co.in/Reviews/wilmington-reviews-RCH_IL.0,10_IM932.htm?&countryRedirect=true on 6th January, 2016
Howard, J. (2015). Top 5 Trends in Apparel Retail for 2015. Digital marketing Magazine. Retrieved from http://digitalmarketingmagazine.co.uk/digital-marketing-lead-generation/top-5-trends-in-apparel-retail-for-2015/1610 on 6th January, 2016.
Inc. (2012). Top Retail Companies on the 2011 Inc. 5000. Retrieved from http://www.inc.com/inc5000/list/2011/industry/retail / on 6th January, 2016.
MBASkool. (2015). Zodiac Clothing SWOT Analysis, USP & Competitors. Retrieved from http://www.mbaskool.com/brandguide/lifestyle-and-retail/2425-zodiac-clothing.html on 6th January, 2015.
Social Ecology of Health Promotion
Module 05 Question 01: explain the rationale behind the federal government's approach to regulatory containments in food.
The federal government's approach in relation to the regulation of the containments in food, aims at protecting the consumers on food insecurity through elimination of food pathogens. It is the role of the government to enhance the health system and conditions of its citizens through adoption and implementation of various rules and regulations in relation to the containments in food. The food supply of the United States integrates multi-faceted production system and delivery components. Some of the critical or essential components of this system include production, processing, preparing, packaging, labelling, distribution, and consumption of the food components (Fortin, 2011).
There is a risk in relation to the concept of each stage of the food supply system in the context of the United States. This makes it ideal for…
Marco-Barba, J., Mesquita-Joanes, F., & Miracle, M. (2013). Ostracod palaeolimnological analysis reveals drastic historical changes in salinity, eutrophication and biodiversity loss in a coastal Mediterranean lake. Holocene, 23(4), 556-567.
Le Bagousse-Pinguet, Y., Liancourt, P., Gross, N., & Straile, D. (2012). Indirect facilitation promotes macrophyte survival and growth in freshwater ecosystems threatened by eutrophication. Journal Of Ecology, 100(2), 530-538.
Riplett, L., Engstrom, D., & Conley, D. (2012). Changes in amorphous silica sequestration with eutrophication of riverine impoundments. Biogeochemistry, 108(1-3), 413-427.
Gareca, E.E., Vandelook, F., Fernandez, M., Hermy, M., & Honnay, O. (2012). Seed
These are companies that purchase products and services that they make over into other products. This B2B encompasses manufacturers as well as service providers. In this case, one very good example of a producer is FoxConn Technologies. FoxConn is a company based in Taiwan and is the largest contract manufacturer for Apple. In particular, Apple Inc. would be a good target market for the company as it would be able to use its innovation and novelty to produce better products. More so, the two companies are centered in the same business industry and therefore have substitute products. This would make Apple Inc. an ideal target market.
This is part of the B2B markets and Apple Inc. can certainly be a target market. These institutional markets consist of organizations, churches, colleges, hospitals and the like. Apple Inc. would be deemed a target market for such institutions,…
Hague, P., Harrison, M. (2015). Market Segmentation in B2B Markets. B2B International. Retrieved 13 November, 2015 from: https://www.b2binternational.com/publications/b2b-segmentation-research/
Ismail, S. T. (2011). The role of marketing information system on decision making: an applied study on Royal Jordanian Air Lines (RJA). International Journal of Business and Social Science, 2(3), 175-185.
Klipfolio. (2015). Marketing Metrics and KPI. Retrieved 13 November 2015 from: http://www.klipfolio.com/resources/kpi-examples/marketing
Sandhusen, R. (2008). Marketing. New York: Barron's Educational Series.
customer shopping, assertions and otherwise is nothing new. However, the manifestations and degree to which this data is used in the modern marketing sphere is much more substantial and significant than it used to be. Just one example of a firm that does this is Amazon. This report shall explain what data that company uses, the additional data that they might attain from other vendors, the specific insights or information that is extracted from the raw data, how the analysis of the data translates into decisions and so forth. While Amazon has to be careful when it comes to the depth and breadth of how they use the data they get a hold of, there is no question that the use of that data is the core of their creation and sustaining of their business.
In the grand scheme of things, Amazon has not been around all that long.…
Chaffey, D. (2014). Amazon.com case study - Smart Insights Digital Marketing Advice. Smart Insights. Retrieved 5 August 2016, from http://www.smartinsights.com/digital-marketing-strategy/online-business-revenue-models/amazon-case-study/
Madden, S. (2012). How Companies Like Amazon Use Big Data To Make You Love Them. Co.Design. Retrieved 5 August 2016, from http://www.fastcodesign.com/1669551/how-companies-like-amazon-use-big-data-to-make-you-love-them
Moylan, B. (2016). Gawker.com. Retrieved 5 August 2016, from http://gawker.com/5842230/drug-stores-finally-marketing-to-the-beer-pong-and-drunken-hook-up-demographic
Taylor, H. (2015). Amazon tests status quo with aggressive big data play. CNBC. Retrieved 5 August 2016, from http://www.cnbc.com/2015/10/07/amazon-super-powers-web-services-with-data-analytics.html
It is clear that promotions by popular personalities directly refer to advertising to young individuals as they are the only persons likely to be affected by such advertising. This happens as the young tend to define themselves by wearing clothes of particular types, using jargon, claiming various experiences which may or may not be true, having hairstyles in particular ways and finally by keeping themselves within fixed groups. This is probably a clear indication that the persons growing up is trying to find out himself or herself through different stimuli that they are seeking outside, and this is not provided by the individual himself or herself. This leads to images from the general culture and understanding form the basis outside of oneself that leads to the formation of their benchmarks for their own judgments about thoughts, opinions and associates. This makes most of them form an identity which is…
Abogados, Schiller. Advertising to Children as Such in Spain. Retrieved from http://www.gala-marketlaw.com/articles/spainregs_2000.shtml
Hood, Teisha-Vonique. Teen Icons: Cultural Images and Adolescent Behavior. Retrieved from http://www.smu.edu/ecenter/discourse/Teens.htm
Social Ecology of Health Promotion
Modern day examples of human modification of an ecosystem
Module 01 Question 01: Preservation of the existing ecosystems
Various measures have been put in order to modify and contain the natural state of the ecosystem. Preservation is one of the approaches that have been used to foster equitable management of the ecosystem. Through preservation, it has become evident that the ecosystem has taken a different understanding from the avenue of human perception. For instance, rules and regulations that help to protect the ecosystem have changed the entire perception of the ecosystem globally. Initially before the establishment of preservation approaches, the ecosystem was getting devastated gradually. Nonetheless, modification has come with the introduction of laws and regulations that work towards protection and preservation of the available avenues in the market.
Through the rules and regulations created, the ecosystem has achieved a new state of protection in…
Callan, S., & Thomas, J.M. (2010). Environmental economics & management: Theory, policy, and applications. Mason, OH: South-Western Cengage Learning.
Corwin, J. (2009). 100 heartbeats: The race to save earth's most endangered species. New York, NY: Rodale.
FAO/IRRI Workshop on Judicious and Efficient Use of Insecticides on Rice, International
Rice Research Institute. & Food and Agriculture Organization of the United Nations.
Tesla Marketing Plan
For over a decade, Tesla Motors has emerged as one of market leaders in designing, manufacturing, and selling luxurious electric cars, battery components, and powertrain components. ith its establishment in 2003, the company has established an innovative niche in the electric car business. Tesla has developed a market strategy that embodies the company's core values in the luxury electronic vehicle business. ith this strategy, the company establishes a competitive niche that surpasses other players in the market.
ith this strategy, Tesla can benefit from gaining a significant market share, brand loyalty and awareness, and realization of profits through the adoption of new strategies. In this paper, we look into the market success plan for Tesla Motors (Damodaran 40).
In this case, we develop a fully electric, brand new, and entry-level car named Tesla Z. The car will possess core components of a Tesla vehicle. However, the creation…
Ayre, James (2015, March 28). "Electric Car Demand Growing, Global Market Hits 740,000 Units." Clean Technica, 28 March 2015.
Damodaran, Aswath. Investment Valuation: Tools and Techniques for Determining the Value of any Asset, University Edition. New York: John Wiley & Sons, 2012. Print.
Kalla, Susan. "Demand For Tesla Is Not The Problem, Switching The World To Electric Cars Is" Forbes. 30 November 2014. Web.
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.
Another good moment is also given by a case when a product line is getting close to the end and the company wishes to sell the remaining items. A price discount could thus encourage the client to but a product that is otherwise out of fashion.
On the other hand, advertising is useful when you are attempting to build a brand and the product is new on the market. The advertising could thus be used to promote the new product and provide the necessary information for its purchase. Advertising is also useful when the product is new and innovative, so as to make it better known to the potential clients.
In general, it is useful to combine the two when you are advertising a sales promotion, usually also around the holiday period. At the same time, it is useful to combine them when the budget is large enough to allow…
usiness Marketing brand manager was quoted as saying, "You may think you define your relevant market." Comment.
rand management, as a recognized organizational objective, is attributed to Neil McElroy in 1931, who was then a junior marketing manager assigned to advertising Camay soap, and who later become Procter & Gamble's CEO. The intended purpose of brand management was to solve sales problems through the use of research to understand weakening sales in distinct markets, followed by the design and implementation of strategies to turn around these markets. Strategies used many marketing tools including advertising, pricing, promotion, packaging and displays (Aaker & Joachimsthaler, 2000). This desired objective of brand management has remained the primary role of brand managers since McElroy explicitly stated his intent in 1931. However organizations in general, and brand managers in particular, need to be aware that forces other than the strategies of brand managers will affect brands,…
Aaker, David and Erich Joachimsthaler. Brand Leadership. Brandweek. Feb. 21, 2000; 41, 8; pages 30-38.
Customer Vs. Brand Management. Brandweek. Nov. 2, 1998; 39, 41; pages 32-33.
Beckman, M. Dale, David Kurtz and Louis Boone. Foundations of Marketing. Toronto; Harcourt Brace & Company Canada, Ltd.; 1997.
, p. 575)." This allows the company to adjust prices dynamically. A price policy defines the initial price and gives direction for price movements over the product life cycle. In opposition to this, a price tactic is where a product is sold near or even below cost in the hope that shoppers will buy other items as well (ibid., p. 671).
The "information age" (particularly the internet) is changing the nature of pricing by making it more interactive. For instance, this author had a conversation with a al-Mart manager that explained that their pricing and marketing decisions are made up by tabulating information gathered at the point of sale (the cash register) as the items are scanned in. Statistics are what drives al-Mart's marketing, purchasing and other decisions.
Method has based its marketing decisions upon polling the existing customer base. By polling the existing customers, they excited them by making…
Digital assets repository - business and economics. (2008). Retrieved from http://cengagesites.com/academic/?site=4068&SecID=3665.
Lamb, C.W., Hair, J.F., & McDaniel, C. (2008). Essentials of marketing. Mason, OH:
Thomson Higher Education.
Assessing the Effectiveness of Channel Structures, Global Advertising Campaigns and Sales Promotions on Profitability
The synchronization of channel structures, global brand management and advertising campaigns, and sales promotion all must be continually strengthened over time for companies to stay on course to their objectives. Best pr5actices in multichannel management in both B2C and B2B contexts is predicate don keeping these three attributes coordinated, tightly integrated and moving together towards a common objective (Bellin, 2006). The intent of this paper is to evaluate which factors most influence channel structures and strategies of global markets, define how global brands and advertising campaigns benefit a company, and define the role of sales promotion in the marketing mix, analyzing how they vary between industrial and consumer products.
Of the many factors that influence channel structures and strategies that are available to global marketers, the most prevalent are those that have to…
Howar Bellin. (2006). Best Practice Channel Management: The Channel Management Framework. Journal of Marketing Channels, 14(1/2), 117.
Anders Bengtsson, Fleura Bardhi, & Meera Venkatraman. (2010). How global brands travel with consumers: An examination of the relationship between brand consistency and meaning across national boundaries. International Marketing Review, 27(5), 519-540.
Dogan, K.. (2010). Consumer Effort in Promotional Incentives. Decision Sciences, 41(4), 755.
Eyal Gamliel, & Ram Herstein. (2011). To save or to lose: does framing price promotion affect consumers' purchase intentions? The Journal of Consumer Marketing, 28(2), 152-158.
The first point that has to be looked into is the health of the company, Colorado Australia. The company is passing through a bad phase and this is not the time for a product launch as generally no new introduction can make money for a period of time after launch. When the company launching the product is itself in a relatively poor condition of finances, then it is less likely to take risks that will be required for the successful development of the new product. Here the situation is likely to be of a new brand in a new market, rather than a totally fresh launch. The company is already exporting substantial quantities and it is possible even the same item is being exported for sale by another organization under a different brand name. It may be possible that expansion of sale of quantities under that arrangement may…
"Before You Buy Hiking Boots" Retrieved from http://shoes.about.com/od/athleticshoes/bb/bybhikingboots.htm
Accessed 12 October 2005
"Colorado dashes hopes of retail recovery" (August 5, 2005) Retrieved from http://www.smh.com.au/news/Business/Colorado-dashes-hopes-of-retail-recovery/2005/08/05/1123125885090.html Accessed 11 October 2005
"Colorado Group Ltd.: (Australian Stock Exchange: CDO)" Retrieved from http://www.onesourceexpress.com/companyreports/default_ec.asp?keyid=44678842& camp=EC5001& GCID=C15112x004& ovchn=INK& ovcpn=International& ovcrn=onesource-international-1& ovtac=PIB Accessed 11 October 2005
Many companies struggle with consistency over time with their P. Finally, personal selling is a critical component of any integration marketing strategy. The advantages of personal selling are that companies have a chance to create personal relationships with customers and understand their unmet needs, greater trust is created through more effective communication, and the key messages of a company are more clearly communicated. The cons or negatives of personal selling include its costs, as it is very expensive to have a direct sales force in the field. Second, sales forces tend to turn over rapidly or churn which becomes problematic as new sales people need to be trained. Finally direct sales can easily turn into business development or lose focus on selling when a sales team is not held accountable for its quota.
Select and explain the most suitable method for measuring advertising or promotional effectiveness. Your decision must include…
Hester, J. (2009) The Marketing Performance Measurement Toolkit, Journalism and Mass Communication Quarterly, 86(4), 952-953.
Kitchen, P., Kim, I., & Schultz, D. (2008). Integrated Marketing Communications: Practice Leads Theory. Journal of Advertising Research, 48(4), 531.
Mangold, W., & Faulds, D.. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52(4), 357.
Wakolbinger, L., Denk, M., & Oberecker, K.. (2009). The Effectiveness of Combining Online and Print Advertisements: Is the Whole Better than the Individual Parts? Journal of Advertising Research, 49(3), 360.
It was especially effective when evaluated for the specific demographic segmentation the organization was targeting. Young adult males were particularly inclined to watch the commercial, thanks to the buxom, bikini-clad beauty as the star. In addition, young adult females were more likely to relate to the star of commercial, more so than if they had cast a middle-aged housewife. Although these demographics were more likely to watch the commercial, such a small portion of the commercial was devoted to the actual message, it's difficult to determine the effectiveness on whether or not these viewers would take action, such as learning more about breast cancer or conducting monthly self breast exams, or other behaviors that would help with early detection of breast cancer, to ensure the likelihood of survival.
egarding the seven Ps of marketing, the Save the Boobs campaign was more effective than originally anticipated regarding the place of the…
Aggarwal, V.B., & Gupta, V.S. 2001, Handbook of journalism and mass communication, Concept, New Delhi.
Anselmo, D. 2010, Marketing demystified a self-teaching guide,.McGraw-Hill, New York.
Assael, H. 2005, Consumer behavior and marketing action (3rd ed.), Kent Pub. Co., Boston.
Crane, F.G. 2001, Professional services marketing: strategy and tactics, Haworth Press, New York.
Discuss the various reasons marketers have been shifting their marketing dollars to sales promotion from media advertising. Discuss the pros and cons of this reallocation of marketers' advertising and promotion budgets.
Marketers are shifting their marketing budgets to support sales promotion from media advertising in an effort to get greater impact on brand recognition at the upper ends of their sales funnels, and more effectively influence lead generation in the lower areas of their sales funnels. Sales promotion is seen increasingly as having a more immediate impact on lead generation, lead fulfillment and the entire pipeline of sales activity. Media advertising on the other hand is not as easily tracked directly to sales activity and often is seen as "air cover" to drive up awareness of a given brand. Where media advertising is strategic and long-term in scope, in fact it has to be long-term to have an appreciable impact…
Communication and Sales Effect
Coke wanted a campaign that would encourage consumers to connect with the brand on an online and offline platform. The soft drink market had also become so competitive hence there was need to establish a brand connection with customers. The Coca Cola company had a successful advertising campaign dabbed as share a coke. Promotion involves the communication of information between a seller and a potential buyer or other people in the channel in order to influence their attitudes and behavior. Promotion requires effective communication in order for it to be effective. There are instances where a promotion message can not be heard at all or even not understood. There are various promotion methods that can be used such as personal selling, mass selling with advertising as the main form of mass selling, sales promotion, publicity and so on. A marketing manager in any organization has to…
Perreault, W., Cannon, J & Mccarthy, E. (2010) Essentials of marketing, 12th edition, McGraw Hill, chapter 13 & 15
Marketing. (2012). Share a Coke campaign post-analysis. Retrieved October2, 2014 from http://www.marketingmag.com.au/case-studies/share-a-coke-campaign-post-analysis-15944/#.VCzvIWddWE4
Food stuff South Africa. (2013). Coke's 'sharing' advertising campaign a worldwide success. Retrieved October2, 2014 from http://www.foodstuffsa.co.za/news-stuff/food-marketing-innovation-npd/2994-cokes-sharing-advertising-campaign-a-worldwide-success
Yet, they do not know exactly what it is that they want. A database would be extremely helpful at this stage as it could offer information on the type of products and services the customers need and the new market could as such be created. A relevant example of an emergent market is constituted by the it products and services within most developing countries. The second evolutionary stage occurs as the products and services introduced in the emergence stage begin to register high levels of sales. At this level, more producers are interested in promoting their own products within the growing market and the future expectations related to it are generally positive. The growth stage of the market is also supported by customers, who realize the benefits of the given product, but also by companies which develop and implement strong marketing campaigns.
The third evolutionary level is maturity, a situation…
Grashaw, K., 2009, Recognizing the Eight Demand States in a Market, Kurt Grashaw Marketing Communications, http://www.grashaw.com/articles/EightDemandStates_060809.html last accessed on October 16, 2009
Kotler, P., Armstrong, G., 2005, Principles of Marketing, 10th Edition,, ISBN 7302114358
Perner, L., 2009, Service Outputs, University of Southern California,
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…
1. Jain, S. (2008). Integrated Marketing Communication. Global India Publications. Retrieved August 17, 2011 from http://books.google.ro/books?id=4g3M61Oo38QC&printsec=frontcover&dq=integrated+marketing+communications&hl=ro#v=onepage&q=integrated%20marketing%20communications&f=false .
2. Porter, M. (1998). Competitive Strategy: Techniques for Analyzing Industries and Competitors. Retrieved August 17, 2011 from http://books.google.ro/books?id=QN0kyeHXtJMC&pg=PA127&dq=push+pull+strategy&hl=ro#v=onepage&q=push%20pull%20strategy&f=false .
3. Dolak, D. (2010). The Marketing Communications or promotional Mix. Retrieved august 17, 2011 from http://www.davedolak.com/promix.htm.
Integrated marketing communications programs (IMC) use sales promotions as a major factor in their programs today. Marketers have realized that effective marketing is a combination of promotion and advertising. For effective communications programs, marketers have realized they have to rely on promotional sales, direct marketing, personal sales, convectional advertising campaigns and public relations. Sales promotions along with marketing make advertising more effective and, and the effectiveness can be increased by communication to increase awareness. IMC is a communication strategic tool, and it combines promotional mix to deliver maximum communication influence that target the audience. IMC can have the greatest persuasive effect because customers are in contact with brands. Different communicating tools are combined bringing a synergetic effect in resulting communication.
Since the inception of IMC, there have been many changes due to the changing relationship between marketers and consumers. There have also been shifts because of technology and direct communication…
Kitchen, P.J. And Schultz, D.E. (2009). New Horizon/False dawn for a marketplace in turmoil? Journal of Marketing Communications.
Lisa, S.T. (2011). Inhibition of Brand Integration. Journal of Marketing Communications.
Studies, A.O. (2012). Impact of Iintergrated Marketing Communication on Consumers. International Journal for Marketing Studies.
Timothy, N.S. (2008). Three-stage Model of Integrated Marketing. Journal of Marketing Communications.
Principles of Marketing
Anthony L. Hamilton Sr.
Dr. Kay Green
Establishing a New Business
The business name will be "Bird Wise" and provides a pet-related service. It will be located in Florida with the plan to expand services to new markets in the regional area as well as to develop a national online presence.
The mission statement of the company is: "To help people improve their relationship with their companion birds by providing the people the skills to reduce unwanted behaviors and increase wanted behaviors in their birds."
The primary objectives of the business are as follows. First, develop a professional network of referrals through vets, pet shops, bird breeders, humane societies, and bird clubs. The second objective will be to develop a web presence using direct promotion and social media. A third objective will be to generate an effective price structure for the various services…