Use our essay title generator to get ideas and recommendations instantly
Sales promotions are also a potential component for Geico, although they are not commonly used in the insurance business. However, the company can offer lower rates if they so desired.
4. Customer satisfaction is critical to customer retention. In service firms, the key point of differentiation is the service offered. Thus, if the service is not satisfactory, the customer is likely to find another service provider or to find a substitute. However, satisfied customers will tend to develop brand loyalty. The risk of switching is too high for many services.
Unsatisfied customers, on the other hand, are less likely to remain customers. The cost of attracting new customers is greater than the cost of retaining old ones, so service firms need to pay special attention to their existing customers. Moreover, if a customer is dissatisfied, this creates an opportunity for service recovery. Successful service recovery results in higher satisfaction and…
No author. (2009). The Customer's Influence on Service Delivery. McGraw-Hill. Retrieved May 16, 2009 from http:www.busi.mun.ca/semyrden/6230/Chapter13_student.ppt
No author. (2007). The Value Chain. QuickMBA.com. Retrieved May 16, 2009 from http://www.quickmba.com/strategy/value-chain/
No author. (2006). Developing the Service Communication Mix. Thomson Learning. Retrieved May 16, 2009 from http://faculty.css.edu/salwan/Mgt3370/PPT/Chapter%2008.ppt
No author. (2007). Core Competencies. QuickMBA.com. Retrieved May 16, 2009 from http://www.quickmba.com/strategy/core-competencies/
Ultimately, these differences are superficial because the customer will always look for the same things -- quality and value.
The notion that services are not comparable is absurd. For this to be true, a service would need to be in a monopoly. It is easy to compare your current haircut with your last, your current lawyer with your friend's lawyer. Customers constantly compare services, just as much as they compare television sets at the store. That products are returnable is true, but marketers should not operate on the assumption that defects are acceptable. Indeed, the likelihood of a problem occurring and the ease of replacement of that product or service should be only a minor factor in a marketing program. Customers, after all, expect things to work the first time, whether a paper plate or a tax preparation.
Those who argue that marketing services is fundamentally different than marketing products…
No author. (2009). Product Marketing vs. Service Marketing: What You Need to Know. BusinessKnowledgeSource.com. Retrieved July 4, 2009 from http://www.businessknowledgesource.com/marketing/product_marketing_versus_service_marketing_what_you_need_to_know_025445.html
Nimetz, Joe. (2006).
The Five P's of Marketing: Do they apply to SEM? Part One. Enquiro.com. Retrieved July 4, 2009 from http://www.enquiro.com/marketing-monitor/FivePsofMarketingDoTheyApplytoSEMPartOne.asp
Garcia, Joe. (2009). Are there are any differences in marketing strategies between selling products vs. services? Give To Get Marketing. Retrieved July 4, 2009 from http://www.givetogetmarketing.com/tips-prod-vs.-service.html
Background and Introduction
TRENDS in SERVICES MARKETING REGARDING CUSTOMER SATISFACTION
Creating Trustworthy Moments of Truth with Customers
Consistency Makes a Services Company Trustworthy
Quantifying and Measuring Customer Service using Analytics
Customer Satisfaction in the B2B Environment
Limitations, Conclusions and Recommendations
Trends in Services Marketing Regarding Customer Satisfaction
Competitive trends in customer service regarding the growth and sustaining of customer satisfaction center the development of four critical strategic areas as defined in this paper. They are a focused intensity on the moments of truth in companies, the longevity and consistency of customer service strategies, quantifying the performance of customer service efforts, and the definition and execution of consistent B2B strategies.
Foremost among these four trends however is the effort to quantify trust across many different industries, with financial services' being the focus of much of the research on this aspect of customer…
Health Service Marketing for the Future
PEST Marketing Analysis and value proposition are required in understanding the complexities of marketing in the health service industry. y conducting an evaluation of political, economic, social, and technological factors that affect health services, the process to uncover the future marketing needs can be addressed.
Political includes the climate surrounding health services such as governance and regulations. In terms of marketing, the health services would highlight possibly cultural health concerns in order to target specific groups of people. The political review would take a look at private vs. public health services and how they are financed. For example today political structure stand to gain benefits by entering the market. Now there is the Government Health Care Reform, and will be new requirements of every American to get health services or pay a penalty, Rhoda Weiss, (2010).
The ability to manage a health care…
Institute of Medicine, 2006. Performance Measurement Accelerating Improvement. Washington DC: National Academics Press.
Diamond, R, 2011. What's the Future of Health Care Marketing. [online] Available at < http://www. waxcom. com/whitepapers/future-of-healthcare-marketing. html > [Accessed 18 April 2011].
Nugent, T, 2007. The Future of Healthcare DM Lies in Email. [online] Available at: < http://www. dmnews. com/the-future-of-healthcare-dm-lies-in-e-mail/article/98300 / > [Accessed 18 April 2011].
Porter ME., 2008. Defining and Introduction of Value in Health Care. Evidence-based medicine and the changing nature of health care: 2008 IOM annual meeting summary. Washington, DC: Institute of Medicine,: 161-72.
There are four broad categories of services. These are people processing, possession processing, information processing and mental processing. These four categories represent the process view of services, which is based on the idea that services are essentially transformative in nature. Something is transformed as part of the service, and services can therefore be categorized in terms of what is being processed.
The first is people processing, which is a focus on the customer as the person to whom something is done. A haircut is a good example, but another good one would be a hotel room. The service is provided in terms of the provision of rest and a personal space. There is a physical component, but they call it the hospitality industry because the key deliverable is the hospitality and the physical component is just a manifestation of that.
The second is possession processing. This is similar to…
Lovelock et al. (2012), Essentials of Services Marketing (2nd ed.), Pearson
Services Marketing Mix
Assessing the Value of the Services Marketing Mix
The Services Marketing Mix is comprised of people, process and physical evidence. All three of these components of the services marketing mix are critical for ensuring customer's experiences meet or exceed expectations. There is a continual conflict in many services businesses between the expectations set with customers relative to the experiences delivered. The combining of people, process, and physical evidence is crucial for experiences to meet or exceed expectations on a consistent basis. Services create value by providing a clear indication of what they are going to deliver, and then measuring over time how effectively customers' expectations have been met or not (Gronroos, avald, 2011). People, process and physical evidence are critical for the expectations and promises created in services marketing to be fulfilled and value created for the customer.
Analysis of People, Process and Physical Evidence
Chesbrough, H.. 2011. Bringing Open Innovation to Services. MIT Sloan Management Review 52, no. 2, (January 1): 85-90.
Christian Gronroos, and Annika Ravald. 2011. Service as business logic: implications for value creation and marketing. Journal of Service Management 22, no. 1, (January 1): 5-22.
Hopkins, M., and L. Brokaw. 2011. Matchmaking With Math: How Analytics Beats Intuition to Win Customers. MIT Sloan Management Review 52, no. 2, (January 1): 35-41.
Robert Johnston, and Xiangyu Kong. 2011. The customer experience: a road-map for improvement. Managing Service Quality 21, no. 1, (January 1): 5-24.
Services Marketing Strategy eport
The airline business is among the most competitive sectors in the economy. The business requires the investors to invest huge amounts of capital to sustain the operations of the business. The difference in the capital available has resulted into emergence of superior airline companies that have dominated the global market. The airline companies are mainly a service delivery oriented offering transport for passengers and language.
The airline company under evaluation is Singapore Airlines. The company was incorporated in 1947 originally as Malayan Airways Limited. With the help from British Commonwealth airlines, the company increased its fleet size to become among the major players in the airline industry. The company has a strong presence in Asia, which is the major market. The company operates trans-Pacific flights, which increase revenue. The company also diversifies its operations to provide services like as aircraft managing and engineering services (Lee &…
Beiske, B. (2007). Loyalty management in the airline industry. Mu-nchen: GRIN Verlag GmbH.
Capon, N., & Hulbert, J.M. (2007). Managing marketing in the 21st century: Developing and implementing the market strategy. Bronxville, N.Y: Wessex Inc.
Chary, S.N. (2009). Production and operations management. New Delhi: Tata McGraw-Hill.
De, L.C. (2003). The Rough guide to Malaysia, Singapore and Brunei. New York: Rough Guides.
S. recession -- the ability to make up for such downturns with growth elsewhere is highly valuable. The internal systems allow for two things critical to McDonalds -- efficiency and consistency. The McDonalds experience is the same in every restaurant in every country, something that is essential to brand development.
There are few weaknesses at McDonalds. The company does not have a good reputation among certain segments of the market because its food is perceived as being unhealthy. The company has had a few product missteps in trying to explore opportunities in other business -- pizza being one such failure. These weaknesses have not proven to harm the company in the long run but there are times when such instances will have an adverse effect on the company's revenue streams or cost structure.
There remain opportunities for McDonalds. The company sees coffee as an opportunity and is pursuing market share…
Marketing Plan -- Translator Connect Services
Marketing Plan -- Translator Connect
Marketing Plan for Translator Connect Services
This section outlines the marketing plan for Translator Connect Services. The plan consists of four components: Target market analysis, promotional strategies, marketing communications, and sales and marketing channels. The section below briefly describes the services and attributes of the translation services business.
Translator Connect Service Offering.
Translator Connect Service provides translation services to business, government officials, and travelers who must transact business in foreign lands. Translation services are offered to clients in two ways: Live translators may be accessed via a toll-free phone number in order to provide direct translation during the business transaction. The estimated translation accuracy for this option is 75%. Customers may also access translation services by using a phone application that instantly converts in-put voice to digital text which can be read aloud to the native speaker. This second…
Derval, D. (2007, July 12). Wait marketing: Communicate at the right moment at the right place. Business: Marketing eZine Articles. Retrieved http://ezinearticles.com/?Wait-Marketing:-Communicate-at-the-Right-Moment-at-the-Right-place&id=639759
Kurtz, D.L. MacKenzie, H.F., & Snow, K. (2009). Contemporary Marketing, (3rd ed.). Victoria, UK: Thompson-Southwestern. Retrieved http://books.google.com/
Lamb, C.W., Hair, J.F., Jr., & McDaniel, C. (2008). Essentials of marketing. (3th ed.). Cengage Publishing. Retrieved
Netflix Raises Prices, Lowers Investor Confidence
Netflix has reached a new low as it broke its 52-week low, erasing 12 months of considerable growth. This news happening after massive losses of users after Netflix announced in July that it was raising the price of its most popular subscription plan by 60%. A move Netflix officials say is necessary to maintain the entertainment subscription services offered by the company amidst higher costs and changes in the broader state of the economy. Despite being the largest single entity consumer of internet Bandwidth in the world, Netflix has had its ups and downs over the past year. Two financial firms, Barclays Capital and Goldman Sachs, have lowered their expectations of Netflix for the near future. Goldman Sachs has reevaluated the stock to be $270 per share, from earlier estimations of $330 per share. Likewise, Barclays Capital has evaluated Netflix stock to be $260…
Service Quality esearch
The research discussed in this paper is based on the application of the SEVQUAL model to the restaurant sector of the hospitality service industry. The SEVQUAL model was developed in 1985 and has been refined since for use in the service industry. In contrast to goods, service quality has been difficult to measure because of the intangibility, variability and heterogeneity of the service. Moreover, the service quality depends on the interaction between service provider and consumer. The SEVQUAL model was developed to overcome these limitations. The research articles discussed in the following sections were all conducted to apply the model in the restaurant sector to evaluate the service quality of various kinds of restaurants.
In addition to the SEVQUAL model, another useful model is the DINESEV model which has also been used by a couple of the researches discussed in this paper. The researches discussed in this…
Chow, I.H., Lau, V.P., Lo, T.W., Sha, Z., & Yun, H. (2007). Service quality in restaurant operations in China: Decision- and experiential-oriented perspectives. Hospitality management, Vol. 26, pp. 698-710. Accessed from www.sciencedirect.com
Fitzsimmons, J.A., & Fitzsimmons, M.J. (2006). Service management. 5th ed. Tata McGraw-Hill.
Fu, Y., & Parks, S.C. (2001). The relationship between restaurant service quality and cnsumer loyalty among the elderly. Journal of hospitality tourism research, Vol. 25, pp. 320-336. doi: 10.1177/109634800102500306.
Grigoroudis, E., & Siskos, Y. (2009). Customre satisfaction evaluation: Methods for measuring and implementing service quality. Springer Publications.
Marketing Case Study
Try to remember the billboards on your commute to work or school. How many do you think there are? Explain why you remembered any of them. Next time you are on that route, note how many billboards there actually are. Are they effective?
Of the many billboards passed on the way to work and school every day, the most noticeable are those that promise low-cost health insurance and healthcare. These billboards are the most effective as they are very colorful and full of energy with smiling kids, big families and everyone just the picture of health. These billboards stand out because of their generous white space surrounding models who are hired due to the healthy complexions, athletic physiques and incredibly perfect teeth. That is what most amazes me about the healthcare billboards; the models all have perfect smiles and complexions as they promote Blue Cross Blue Shield,…
Donthu, N. (1994). Effectiveness of outdoor advertising of services. Services Marketing Quarterly, 11(1), 33-33.
Duncan, C.P., & Nelson, J. (1985). Effects of humor in a radio advertising experiment. Journal of Advertising, 14(2), 33-33.
Fortenberry, John L, Jr., PhD., McGoldrick, P.J., PhD., & French, George E, I.I.I., F.A.C.H.E. (2010). Is billboard advertising beneficial for healthcare organizations? An investigation of efficacy and acceptability to Patients/Practitioner Application. Journal of Healthcare Management, 55(2), 81-95; discussion 95-6.
Miller, D.W., & Marks, L.J. (1997). The effects of imagery-evoking radio advertising strategies on affective responses. Psychology & Marketing, 14(4), 337-360.
Marketing in the anking Industry
Prescott Valley, Arizona
Abridged Literature Review
While there are many industries in the world that are growing at a rapid pace, one of them is exceedingly doing well. This is because it relies upon the monies and funds of its customers and greatly influences the other industries as well. This is the banking industry. Although a common part of every consumer's life, the banking industry has been growing and developing globally. To understand such growth, the attention instantly goes to the strategic and marketing techniques that have been applied by the people of this industry. Therefore, to gain a thorough and concise outlook of the marketing wonders that have continue to enable the banking industry to succeed at all fronts, the research topic that has been proposed for this research paper is 'marketing in the banking industry'. This topic will not only…
Berger, A.N. (2003). The Economic Effects of Technological Progress: Evidence from the Banking Industry. Journal of Money, Credit, and Banking, Volume 35.
Chaneta, D.I. (2010). Marketing: Packaging and Branding. Journal of Comprehensive Research, Volume 8, 19-30.
Flaunet, M. (2012). Banking Industry Challenges. Retrieved from Deloitte: http://www.deloitte.com/view/en_LU/lu/industries/banking-securities/banking-industry-challenges/#.UlTYD9KBlac
Jr., G.P., & Hoskins, L. (2006). The Case for Market-Based Regulation. Cato Journal, Vol. 26, No. 3, 469-487.
First the process of co-creation will be defined, followed several examples of successful co-creations of the customer experience.
5. Customer experience is the brand and co-creation is the process
A firm that migrates to a service-dominant logic will move from selling a commodity to co-creating the customer's experiences. If you utilize the brand definition in the introduction portion of this paper -- a brand is the summation of a customer's interactions with a firm and their products and services - one must come to the conclusion that building a customer experience equates to building a brand (Prahalad, 2004). The job of a marketer becomes one creating positive encounters; encounters which influence the customer's ability, willingness and opportunities to co-create with firm. (Payne, 2009).
The process of co-creation is evolving. In 2004,Prahalad and Ramaswamy, describe the building blocks of interactions. To co-create, a firm needed to facilitate dialogues, create access to…
Andreu, L., Sanchez, I. & Mele, C., (2010). Value co-creation among retailers and consumers: new insights into the furniture market. Journal of retailing and consumer services. Retrieved on April 18, 2010 from: http://www.sciencedirect.com .
NOTE: Your may want to download this article and complete this citing.
Arvidsson, A (2005). Brands: A critical perspective. Journal of Consumer Culture. Volu 5 (2) pp 235 -- 258.
Babitch, S., Chen, J & Whitney, P. (2005). Design for the Emerging Markets: Interview with Marriott International. Institute of Design, Illinois Institute of Technology. Retrieved April 18, 2010 from: www.id.iit.edu.
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.
The internet has given marketers a great deal of flexibility of time and message, though it must be clear that contrary to the previous assumptions there are limits to advertising ability and revenue. The tool enters the individuals home, just as direct marketing does and often offers links to direct purchase of the product advertised. Television, also enters the consumers home, and offers product information and brand exposure. Radio is often a mode of marketing that is accessed in transit, where millions of people listen to the radio as they drive and remember products, services and events that they hear about on the radio. Word of mouth marketing is important as it provides a personal touch to the product or service as testimonial can be the key to product awareness and utilization. (Ryans, 1996, p. 63)
8. Old statistics with regard to advertising to sales ratios, 10 years ago being…
Geller, 2002, p. null03)
10. Foreign market growth is one of the biggest issues in business today and many even small and medium sized companies often direct resources toward finding and establishing foreign market locations in the increasingly global economy. There are several risks involved with entering a foreign market and at least three are, non-existent or low consumer demand for product, competition of local market and lastly legal and ethical issues that determine the market situation. Some demand situations are unknown until a service or product has been exposed to a foreign market, and historical consumer desires must be discovered before entrance, sometimes this is difficult as if a consumer is unaware of a product they do not know if they would buy it or use it, they may have historical and traditional desires to utilize existing market products and not care to try something new, in which case a risk would be great. Competition in local markets is often a risk that a foreign company must weigh as there are often similar products and services available on a local scale that have a market hold, without proper information and/or research a risk could be great for product not fitting in to an existing market, because local providers already serve the niche. Lastly, legal issues are often unknown to the foreign provider, as some communities are more or less controlled by government entities, through non-free market set ups. Without such information the foreign provider takes great risk in having his goods and/or services sanctioned, overtaxed, refused or even confiscated in a foreign market that is not freely active, as many across the globe are.
Bauer, 1963, p. ii)
Marketing Plan of Hairdressing Industry
Marketing Plan in the Hair Dressing Industry
Hairdressing Industry Marketing Plan
Abstract (Paper Summary)
The following is a report resulting from a feasibility tour on the Stratford Shopping Complex. It offers a wide range of business, but the concept behind the study is to identify a gap and concretize it into a business idea. The idea, according to this context, has been identified as the lack of address to the African hairdressing market. This paper has detailed an explanation and justifiable aspect of developing the new business idea to be implemented. Also, a brief description on market segmentation and mix towards the targeted clientele has been given. It has been concluded by an overview of effectiveness of implementing the business idea as well as recommendations to be necessitated in ensuring the objectivity and success of the gap to a business plan.
In every business…
Johnson, D.M.C. 2011. How to Break into the Beauty Business. Small Business Advice.
Kitchen, P.J & Proctor, T. 2001. The Informed Student Guide to Marketing. New York: Cengage Learning.
Kohlbacher, F. 2010. The Silver Market Phenomenon: Marketing and Innovation in the Aging Society. New York: Springer.
Lamb, C.W. 2011. Marketing. New York: Cengage Learning.
Constant reformation of the demand in the market leads to constant reformation of the marketing plans and design which in turn leads to constant revision of the organizational setup and structure.
As can be evidently seen from the definition of "Marketing" given above, the main aim of marketing is to bridge the customers and the producers so that the demands of the customers are met and the producers have the optimum opportunities to gain profits and thrive in competition. This is one of the main reasons why a very lucid trend of customer-focused organizational frameworks are coming more into view, the company owners have realized that the growing competition and choices available to the customers have made their demands more complex and strenuous and to keep up with the changing market demands, the market planning and the organizational structures need to be more and more flexible, efficient, observant and swift…
Bibliography www.preemptinc.com/definitions.html www.eyefortransport.com/glossary/mn.shtml www.garyeverhart.com/glossary_of_advertising_terms.htm
George John, John Martin. May, 1984. Journal of Marketing Research, Vol. 21, No. 2, pp. 170-183 doi: 10.2307/3151699
Hicks, R. Evan. Puckhaber, Nicole A. Braun, Eric. Buer, Peter J. October 2000. Marketing Organizational Trends: Early Observations on Structural Change in the Marketing Function
Williamson, David. Nov. 12, 1999. "Few U.S. companies marketing themselves properly."
Grooming not only helps in zeroing in on external parasites and skin wounds, and does not allow fur to fall on furnishings, it also helps in spending a good quality time establishing a quality time with the feline friend. In case of shorthaired cats, one can use a metal comb which is fine-toothed on a weekly basis and a rubber brush or natural bristle to eliminate the traces of dead hairs. ("Grooming Cats," n. d.) ii) Price:
It is important to note that quality and price are the two most vital needs of a balanced marketing mix and hence either one in the absence of the other is most definitely to fail. At the time of fixing the pricing structure it has to be ensured that one squares off his overhead, including a profit and compare with other companies offering a same dog grooming service. In order to do this,…
Kirsten, Jacob. (1995, Winter) "Costing and pricing information services" Fee for service, vol. 2, no. 1, pp: 1-7.
Middlebrooks, Britanny. (2007, Sep) "Pet love mobile dog grooming"
Retrieved 25 January, 2008 at http://www.associatedcontent.com/article/376515/pet_love_mobile_dog_grooming.html
N.A. (2007) "Dog washing and grooming outside your home -wherever you live" Retrieved 25 January, 2008 at http://www.dialadogwash.com/dadwservice.html
In an online setting, owley suggests that marketers do not need to "speculate about customer needs" because they can use the Internet to download customer's buying profiles and enhance their customer service and product development strategies based on the information they receive from online reports. Further, the author suggests advertising can be more targeted because it is more easily tracked in an online setting vs. An offline setting. owley (2004) goes on to assert that the combination of online and offline services allows for more customization, and enables "mutual dependence" which in turn creates complex and diversified communities inclusive of customers and businesses. Organizations that utilize the Internet wholly, rather than partially, are more likely to become targets for innovation, research and development, which will only advance their goals in the short- and long-term (owley, 2004, p. 39).
There are theorists that study certain aspects of marketing, like advertising, but…
Bansal, Harvir S., Gordon, H.G. And McDougall, Shane S. 2004, 'Relating e-satisfaction to behavioral outcomes: An empirical study'. Journal of Services Marketing, vol. 18 no.4, pp.290-302, DOI: 10.1108/08876040410542281, Emerald Group Publishing Ltd., ISSN: 0887-6045
Foucault, Brooke E. And Scheufele, Dietram a. 2002, 'Web vs. campus store? Why students buy textbooks online'. Journal of Consumer Marketing, 19, no.5, pp.409-423. DOI: 10.1108/07363760210437632, Emerald Group Publishing Ltd., ISSN: 0736-3761
Harridge-March, Sally. 2004, 'Electronic marketing, the new kid on the block'.
Marketing Intelligence & Planning, vol. 22 no.3, pp.297-309. DOI: 10.1108/02634500410536885, Emerald Group Publishing Ltd. ISSN: 0263-4503
Price primary decision to be made when considering price dynamics is given by the pricing strategy the company must opt for. They must also consider seasonal pricing, discount pricing and price flexibility.
Pricing strategy: immediately after launch, the manufacturer will implement a penetration pricing strategy aimed at forming and consolidating a loyal customer base; this strategy will also ensure and easy penetration of the market and will attract the attention of the market. With the completion of the promotional strategies, Lex Corporation will implement a variable pricing strategy, meaning that the retail price to the end consumer will be given by the cost incurred during the production and distribution of the fridge; a change in these costs (commodities, technologies, labor force) will be reflected in the retail price
Seasonal pricing: a clear season when fridge sales increase or decrease has not been clearly identified; therefore, no seasonal strategies will be…
Acuff, J., Wood, W., the Relationship Edge in Business: Connecting with Customers and Colleagues When it Counts, Adobe E-Book, John Wiley and Sons Incorporated
Clarke, G., August 2000, Marketing a Service for Profit: A Practical Guide to Key Service Marketing Concepts, Kogan Page Limited
Fox, J.J., Gregory, R.C., August 2004, the Dollarization Discipline: How Smart Companies Create Value... And profit from it, John Wiley and Sons Incorporated
Pinson, L., Jinnett, J., October 2003, Steps to Small Business Start-Up: Everything You Need to Know to Turn Your Idea into a Successful Business, 5th Edition, Kaplan Publishing
Celebrity Cruises Inc. falls under the competitive premium or cruising industry. The company faces the task of surviving within the competitive market while executing effective and efficient differentiation process. The aim of the strategy of the organization is to stand out in the perspective of the consumers hence improving on chances to combat competition. The report seeks to evaluate the situation of Celebrity Cruises within the industry and offer effective recommendations to solve the problem at hand.
Celebrity Cruises, Inc. came into play after the initiative by the Chandaris Group in Greece. The company hit the market in 1989. At the initial stage, the company oversaw adoption of 47,000-ton vessels. The lower-berth capacity of the vessels was approximately 1,400 visitors. The destinations of the cruises at the initial stage were Alaska, Bermuda, and Caribbean. In order to improve the size of operations, the company saw the need to…
Montoya, M.M., Massey, A.P., & Khatri, V. (2010). Connecting IT Services Operations to Services Marketing Practices. Journal of Management Information Systems, 26(4), 65- 85.
NEDYALKOV, A. (2010). ASPECTS OF OPERATIONS Management OF SERVICES. Annals Of Eftimie Murgu University Resita, Fascicle II, Economic Studies, 270-279.
KE?, Y. (2011). CURRENT APPROACHES IN E-ADVERTISEMENT. International Journal of Business & Social Science, 2(21), 124-137.
Ansari, M., & Joloudar, S. (2011). An Investigation of TV Advertisement Effects on Customers' Purchasing and Their Satisfaction. International Journal Of Marketing Studies, 3(4), 175- 181. doi:10.5539/ijms.v3n4p175
Service Demand & Supply
Service Demand and Supply Planning
Planning is considered the most important function of every project and organization (Singla, 2011). Successful organizations spend their more than 60% of the time in the planning process. It is because strong planning makes the subsequent steps easy. If planning is poor, the rest of the activities are bound to fail. It is, therefore, mandatory to spend maximum time and put in the best efforts in the phase of planning so that execution and implementation can be made possible without hassle.
In the context of business organization, the major game to play around is maximizing profitability (Tulsian, 2002). It is the core objective of every commercial organization and the very survival and existence of organization depends upon the ratio of profits it earns. The simple formula of profit calculation is revenue less expense. In order to maximize profits, organizations adopt any…
1. Arlbjorn, Jan, Vagn, Freytag and Henning, De. 2011. "Service Supply Chain Management." International Journal of Physical Distribution & Logistics Management 41: 277-295
2. Arlbjorn, Jan. 2010. Supply Chain Management. Denmark: Academica.
3. Costes, Fabbe, Marianne, Jahre and Christine, Roussat. 2009. "Supply chain integration: the role of logistics service providers." International Journal of Productivity and performance Management 58: 71-91.
4. Holmstorm, Jan, Ala-Risku, Timo et al. 2010. "Demand-supply chain representation: A tool for economic organizing of industrial services IMS." Journal of Manufacturing Technology Management 21: 376-387.
Arguments against Marketing Being the Most Important Function
Over the last three years the turbulent economic environment has led company senior management teams to elevate finance to the most important function in a company (Matichich, 2009). Finance has in fact become so prevalent as the core focus of companies that the Chief Financial Officer (CFO) role now has greater responsibility than ever, from Information Systems (IS) to marketing budgets (Kierulff, Petersen, 2009). Finance has also emerged as the most important function in an organization because nearly every organization has had to deal with restructuring their financial plans and methods of financing (Matichich, 2009). Financial managers argue that without restricting of credit lines, leases and costs, there would be significantly less funds available to produce and sell goods and services. Marketing is seen as secondary to the need to gain more attractive financing and credit terms, which keep the company moving…
Cravens, D., Piercy, N., & Baldauf, a. (2009). Management framework guiding strategic thinking in rapidly changing markets. Journal of Marketing Management, 25(1/2), 31.
Herbert Kierulff, & Henry L. Petersen. (2009). Finance is everything: advice from turnaround managers. The Journal of Business Strategy, 30(6), 44-51.
Philip Kotler. (1998). A generic concept of marketing. Marketing Management, 7(3), 48-54.
Matichich, M.. (2009). Minimizing financial risk in today's turbulent economy. American Water Works Association. Journal, 101(4), 78-84,10.
Jim Service, Inc. has been in operation for about a year. Nonetheless, the business has not been able to meet its targeted annual revenue. The owner, Jim Dickson, is now contemplating closing down the business, an option that he cannot get his mind around. The major problem Jim is facing relates to brand image. Jim is competing in a space historically dominated by Joel Bullard. Bullard has created such as strong brand image that even larger, nation-wide competitors have been unable to beat. He boasts a loyal base of customers who are not willing to try other providers of carpet and furniture cleaning services. Though Jim offers equally high quality services, he is unable to snatch customers from Bullard as customers prefer Bullard's "quality-care" image. The only way Jim can beat Bullard is by developing a more compelling brand image. He must develop a brand image that customers would…
Overall, Jim faces a tough branding exercise. Despite being in business for a year, snatching customers from his major competitor has been a difficult undertaking. If Jim is to remain in business, he must focus on developing his brand. He must pay attention to building a more powerful brand image. This is the only he can lure customers from Bullard's ship. By understanding his target market and gaps left by his competitor, Jim can build a more compelling brand. It is not a straightforward endeavor, but Jim must rethink his brand building approach if he is to sustain his seemingly dwindling business.
Lamb, C., Hair, J., & McDaniel, C. (2009). Essentials of marketing. 6th ed. Boston: Cengage Learning.
service encounters from your own perspective as a customer and as a services marketing manager. Part one will consist of examination of an organization that provided the worst service of any organization ever encountered by recognizing the concepts of service marketing from the appropriate chapters of the prescribed text, and Part two will be comprised of an account of an organization doing an excellent overall job by applying services marketing concepts recognized.
ad Service Organization
AT&T undoubtedly has provided the worst service ever encountered by the writer of this work. The company advertised a bundled package that included a home phone and broadband internet service along with mobile phone service. The company failed to inform the customer that the area in which they resided did not have roadband service and sold the customer the bundled package at a set price. When the customer received the mobile telephone, the customer soon…
Frei, FX (2008) The Four Things a Service Business Must Get Right. Harvard Business Review. Retrieved from: http://www.wealthcounselforums.com/uploaded_files/speaker_bio/43/FourThingsServiceOrganizations.pdf
Mishra, S. (2010) Internal Marketing -- A Tool To Harness Employees' Power in Service Organizations in India. International Journal of Business and Management. Vol.5. No. 1 January 2010.
Morrow, P. (2011) Eight Keys to Creating a Customer Service Culture. Inc. Retrieved from: http://www.inc.com/articles/2000/08/20028.html
PART 1 Foundations for Services Marketing (nd) Retrieved from: http://www.mcgraw-hill.co.uk/he/chapters/9780077107956.pdf
Marketing Mix in Marketing
Importance of Marketing Mix
Discussing Four P's
Importance of Marketing Mix in Marketing
Need of Marketing Mix in a Business
Need of Marketing Mix in Marketing
Organizations are driven by customers who are the basic revenue generators and give the organizations an opportunity to launch the products and services. Marketing mix is a plan that enables the organizations to convey their presence and offers to the customers. It is to attract customers so that the objective of profit maximization can be fulfilled and businesses can sustain in the market.
Importance of Marketing Mix in Marketing
An important part of the external stimuli, which formulates the perception of the buyer, is the marketing mix part of the marketing plan (Botha, Strydom, Bothma, & Brink, 2006). These are the inputs launched by the marketers to attract the target market. They are commonly known as 4Ps.…
Botha, J., Strydom, J., Bothma, C., & Brink, A. (2006). Introduction To Marketing. Cape town: Juta and Company Ltd.
Gordon, K.T. (2009, September 28). 3 Steps to the Right Marketing Mix. Retrieved from http://www.entrepreneur.com/article/203556
McDaniel, C.D., & Gates, R.H. (1998). Marketing Research Essentials (2nd ed.). Ohio: Taylor & Francis.
Talloo, T.J. (2007). Business Organisation And Management (For Delhi University B.Com Hons. Course). New Delhi: Tata Mcgraw-Hill.
Marketing Analysis Strategies and Techniques
Keeping products and services relevant to the rapidly changing needs of prospects and customers is a daunting task. The need for keeping products accurately positioned as customers' needs change, continually evaluating and fine-tuning competitive position, monitoring and evaluating customer perceptions are all critical for creating a cohesive strategic marketing plan (Silverblatt, Korgaonkar, 1987). Distribution channels also must be continually evaluated and analyzed as to their effectiveness in serving customers and delivering profitable operations to a company as well. The intent of this analysis is to identify the different types of analysis used by marketers to determine product positioning, competitive position, customer perceptions, and distribution channel analysis.
The essence of effective product positioning strategies take into account the value delivered by a company with its products and services, how they differ from direct competitors and substitutes, while taking into account the motivations and unmet…
Becerra, E.P. & Korgaonkar, P.K. 2011, "Effects of trust beliefs on consumers online intentions," European Journal of Marketing, vol. 45, no. 6, pp. 936-962.
Boote, A.S. (1981). Market segmentation by personal values and salient product attributes. Journal of Advertising Research, 21(1), 29-29.
Dimitriadis, S., Kouremenos, A., & Kyrezis, N. (2011). Trust-based segmentation. The International Journal of Bank Marketing, 29(1), 5-31.
Frambach, R.T. (1997). Competitive positioning: The key to market success. International Journal of Research in Marketing, 14(1), 92-95.
Assessing the Varying Definitions of Marketing
The original concepts of marketing have as their basis the objective of having the customer be at the center of any enterprise, with all systems, processes and strategies aligned to fulfill their requirements and needs. Dr. Kotler in explaining the marketing concept shows how the operating philosophy of any business putting the customer at its center leads to greater value being delivered and strong financial viability over time (Cunningham, 2003). An additional definition of marketing is found in the capturing and analysis of customer-driven metrics of performance, and the use of business intelligence and analytics to quantify marketing behavior (Hester, 2009). Marketing is increasingly being defined from the standpoint of its role in the value chain of any enterprise, including demand generation, demand management and services management -- in short all functions across the spectrum of the customer lifecycle (Gronroos, 2006). While all…
Peggy Cunningham. (2003). The Textbooks of Philip Kotler: Their Role in Defining Marketing Thought and Practice Academy of Marketing Science. Journal, 31(2), 201.
Christian Gronroos. (2006) On defining marketing: finding a new roadmap for marketing. Marketing Theory, 6(4), 395-417.
Hester, J.. (2009). The Marketing Performance Measurement Toolkit, Journalism and Mass Communication Quarterly, 86(4), 952-953.
marketing and how they helped define my definition of marketing.
The field of marketing is huge and devolves around various aspects. Analysis of the whole can provide a succinct definition of marketing.
It seems to me that marketing hinges on the customer and, therefore, the entire process centers around discovering the products and services that are of greatest value to the customer and around strategies and means of attracting the customer to buy them. In this sense, too, marketing is a competitive business since similar services / products try to persuade the customer to buy their particular service rather than go for another one. educibly, though, although marketing is allegedly customer-oriented, the entire enterprise is self-centered since the marketing agent / operator wishes the consumer to buy his/her product in order that he/she will receive a gain, usually in the form of monetary compensation. As per the wider picture, therefore,…
Service ecovery in a Successful elationship
After exhausting all the possible thresholds of the product manufacturing industry the marketers and the organizations are showing a clear tilt towards the services sector. The service industry refers to the companies that are involved in the rendering intangible services for the benefit of the customers. Irrespective of the fact that the service industry deals with intangibles but yet the services sector operates fully to accommodate the basic principles of business and marketing in the competitive environment. The customers and profitable customer relationship management are equally important for the organizations concerned with the tangibles as well as intangibles.
Services encompass all the activities of an organization that are mainly focused on ensuring that the requirements, desires and needs of the customers are appropriately catered via intangibles. It is hereby required by a service organization to satisfy the needs and wants of the…
Friedman, N. (2007). Service Recovery. The Art of Damage Control .
Korczynski, M. (2002). Human Resource Management in Service Work. Basingstoke.
Lehndorff, S. (2005). Working in the service sector:a tale from different worlds. New York: Routledge.
maketing plan a local company selling technology items ( mobile phones accessoeies, laptops, i-pads, electonic games . Be descibe taget maket, set objectives include elements a maketing plan, maketing stategy, maket segmentation, maket positioning.
Mobile Phones Company Maketing Plan
The following pages focus on poviding a maketing plan fo a local company specialized in commecializing technology items, like mobile phones and accessoies, laptops, I-pads, electonic games, and othe poducts used in the telecommunications industy. Thee ae seveal aspects of geat impotance that ae addessed by this maketing plan. These aspects ae epesented by the maketing stategy, maket segmentation and positioning, maketing mix, and the pomotional mix.
This is a small company focusing on the local maket. The company is specialized in poducts suppoting mobile data communications, like mobile phones and accessoies, laptops, I-pads, electonic games, and othes. The eason behind selecting this maket segment is epesented by the…
references of customers. Based on these findings, the company can establish its range of products and services.
The company provides a wide range of products and services. However, the company focuses on products like mobile phones, laptops, and i-pads as the most sold items. The increasing demand for such products determines the company to commercialize different brands in order to satisfy the needs of most customer segments. These products are organized in several lines: the basic line, the fashion line, and the business line. The basic line contains products that are less expensive, but that have a reduced number of facilities. This line is preferred by customers that are not necessarily technology oriented, and that only purchase mobile phones and computers for basic communication and usage. The fashion line is preferred by younger customers that are interested in having access to the Internet in order to use social networks. The business line is preferred by professionals with busy schedules that require products of technological developments that allow them to perform a series of tasks.
Differentiating Between Services and Goods
For marketers, it is important to differentiate between a good and a service. The two are treated differently in marketing because certain key differences influence the timing of marketing efforts, the messaging, the need to build relationships with customers, and demand forecasting.
Key Differences between Goods and Services
There are significant differences between goods and services, and these differences result in many differences in terms of production, marketing, pricing – all aspects of business, really. The first difference is that a service is not physical, where a good is. There might be supplies used in the service, but the service is inherently based on performance. Thus, services are intangible, there is no property to transfer from one party to another, there are no inventories, and time is very important (Bhasin, 2018). Furthermore, a customer must be involved with a service – a good can…
The third package that Torchelle offers is an economy package. This is a package in which the hall is provided, with clean up services. The people who rent the hall will be able to bring in their own food and beverages and entertainment. The event coordinator will not be available with this package.
Marketing and promotional strategies
While Torchelle's will depend on word of mouth from satisfied patrons to market the company, it will also use a combination of direct marketing techniques and media outlets.
Direct marketing will involve a bulk drop shipment of fliers reminding the area residents and workers what Torchelle's provides. It will include all three packages and will be sent on a quarterly basis.
Direct marketing will be drop shipped into a different area each quarter so the business has the chance to saturate the area with advertising without overwhelming the customers. It provides a good…
Bushing, Mary C.
The Library's Product and Excellence. Marketing of Library and Information Services, Library Trends, January, 1995, Vol. 43; No. 3; Pg. 384.
Your Attention, Please! Marketing Today's Libraries. Computers in Libraries, September 1998, Vol. 18; No. 8; Pg. 62.
Peace of Mind Mobile Service: Marketing Plan / Marketing Plan for Service Providing Organization Name
Describe the target market.
Identify the size of your potential target market
4 Is of Marketing
The cellphone service, Peace of Mind Mobile, is specifically designed for children. It includes features such as Internet safety measures and tracking capabilities, for parents to be worry-free when their kids use mobile phones.
Describe the target market.
The key target market for this service is parents, because of current emphasis placed by advertisers and sellers on customer brand loyalty. The advertising strategy of 'Peace of Mind Mobile' service inculcates in parents a feeling of security, appropriately influencing the niche market of the firm. Competent personnel skills and technology utilized by the firm also form a great means for targeting parents (Article Institutes, 2015).
Identify the size of your potential target market
Peace of Mind Mobile service has an…
Article Institutes. (2015). The Parent Trap: Marketing To Parents. Retrieved from https://www.artinstitutes.edu/blog/the-parent-trap-marketing-to-parents on 4th November, 2015
Rivers, C. (2010). Marketing Services - The Four I's of Service. Ezine articles. Retrieved from http://googleweblight.com/?lite_url=http://ezinearticles.com/?Marketing-Services - -- The-Four-Is-of-Service%26id%3D4494283&ei=aw4ud-kx&lc=en-IN&s=1&m=101&ts=1446684103&sig=APONPFkTFlh7NOgqbm8KHfkm3eEgpqk1jQ on 4th November, 2015.
The focus must also be on how to create the place or location so it is eclectic enough to meet the diverse expectations of the customer base.
When the Gap Model of Service Quality is applied to Place there are many areas of marketing strategy that need to be taken into account. First, there is the need to ensure the Place or location does not cause the need for service recovery completely on its own. This can happen if the variation in quality of locations varies so significantly that customers perceive big differences in expeie3nces between floors of the club Pacha for example. As the website and club have shown through marketing, each floor is unique yet of consistent high quality in terms of sound systems and seating, lighting and dance floors. All of these factors or place service to differentiate the club overall but also create the potential of…
Berger, C. et al. (1993) Kano's Methods for Understanding Customer-defined Quality, in Center for Quality of Management Journal, Vol. 2, 1993, Nr. 4, pg. 3-36
Booms, B.H. And Bitner M.J. (1981) 'Marketing Strategies and Organization Structures for service firms' inD onnelly, J .H.and George, W.R. (eds) (1981) Marketing of Services, Chicago: American Marketing Association, pp. 47 -- 52.
Carlos JF Candido, & DS Morris. (2000). Charting service quality gaps. Total Quality Management, 11(4-6), S463-S472.
Crosby, L.. (2010). The experienced relationship. Marketing Management, 19(2), 10.
MAKETING POCEDUES FO VOLVO'S S60 MODEL
Market Analysis for the Volvo S60
Market Analysis for the Volvo S60
Volvo, a Swedish-based car production company, stands out as the leading manufacturer of premium cars. The company produces luxury cars with the vision to provide to the world the most luxurious desired automobile. The company's mission entails providing the world's most exciting and safest cars for the modern families. By extension company seeks to increase shareholders values.
Firm trust in their brands
Accredited environmentally friendly production process and use
High regard for safety
Good relations with the customer that achieves development of products related to customer preferences
The company following a change of guard seems to have confusion with identifying itself in the market
The products under the company logo appear costly compared other products in the market
Limited market shares and penetration
Grant, R.M. (2010). Contemporary Strategy Analysis, 7th Edition. New York: John Wiley and Sons.
Jan, T.S., & Hsiao, C.T. (2004). A Four-Role Model of the Automotive Industry Development in Developing Countries: A Case in Taiwan. The Journal of the Operational Research Society, 55(11), 110-118.
Trout. J. (2004). Trout on Strategy. New York: McGraw-Hill.
In fact, the developed world is moving very rapidly towards a greater service economy -- how can this engender a perception that these organizations are intangible and produce nothing? In fact, their model, "service," becomes even more necessary because certain process technologies remain aloof from adapting to stakeholder inputs. However, like the goal to find a unified field theory of physics to explain the universe, the unified services theory can provide an umbrella in which other theoretical implications can be flushed out (Sampson and Froehle, 2006). This may also not only require a new theoretical understanding of marketing, but new, and innovative ways of measuring customer satisfaction (Parasuraman, et.al.).
Finally, the new SDL theory implies that relationships between consumers (the customer) and the manufacturer of a good or service must continue to evolve as the nature of the economic relationship dictates. There are so many choices in products and services…
What is the Marketing Mix? (2010, January). Retrieved from 12 Manage- The Executive Fast Track: http://www.12manage.com/methods_marketing_mix.html
Arnold, E.K. (2008). Service-Dominant Logic and Resource Theory. Journal of the Academy of Marketing Sciences. 36 (1): 21-24.
Erichsen, G. (2010, January). The Chey Nova That Didn't Go. Retrieved from About.com: http://spanish.about.com/cs/culture/a/chevy_nova.htm
Parasurman, A., Zeithaml, V., Berry, L. (1988). SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality. Journal of Retailing. 64 (1): 12-40.
This he can do by engaging in extensive advertising, public relations, sales promotion, personal selling, internet marketing, and sponsorship. Depending on the resources available, the client can use any form of mass media that is within his means. He can also go for the services of public relation companies to obtain favorable publicity within the media. The client can also make use of money off coupons or special offers to increase sales volumes in short-term. Internet marketing techniques like social media and videos on demand can also come in handy (Chaffey, 2007). Message strategy should be well thought out. The message should reinforce the benefit of that product (Schultz & Dev, 2005).
2.1.4 Place Strategy
This stands for ways by which goods are transported from the client to the end users. The client has to ensure that goods reach the market when they are still in good condition failure to…
Beamish, K., & Ashford, R. (2007). Marketing planning 2007-2008. New York: Elsevier.
Chaffey, D. (2007). E-business and e-commerce management: strategy, implementation and Practice. New York: Pearson Education.
Christensen, C.M. (1997). The innovator's dilemma: when new technologies cause great firms to fail. Boston, Massachusetts: Harvard Business School Press.
Galavan, R., Murray, J., & Markides, C. (2008). Strategy, innovation, and change: challenges for management. Oxford: Oxford University Press U.S..
Name, Location, Nature
The business will be a food truck specializing in chicken and waffles. It will be called Big Mabel's Chicken & Waffles, the namesake being a fictional grandmother who, according to the marketing myth, developed the recipes. The food truck will have a number of different locations, which is normal in the business. The city will license out specific spaces and times for the truck, generally when those areas have high traffic. The business model is especially suited for areas where traffic is high only during a few hours of the day, so lunch time near construction sites, by the stadium on game night, or in a bar district on weekend evenings. The kitchen is tiny, so the choice of food will be limited to chicken and waffles, which is a classic American dish.
There are a number of potential customers. These will differ…
Christ, Paul (2011). Principles of Marketing. KnowThis.com. Available December 3, 2012, at http://www.knowthis.com/principles-of-marketing-tutorials/
Marketing Power Dictionary (2011). American Marketing Association.. Available December 3, 2012 at http://www.marketingpower.com/_la
Marketing Made Simple. (n.d.). Available December 3, 2012 at.
Discuss product service terms current target market demographics U.S. Census Data. 2.Determine product service declining popularity. Be include information social, demographic, ethnic markets; economic technological factors; political legal factors; competitive factors.
The market for bottled water in the U.S. has been experiencing a steady decline in growth as a result of huge awareness campaigns that are conducted to curb consumer demand. This is in contrast to other parts of the world where the popularity of bottled water is continuing to increase by 6.7% each year which is reported by the Beverage Marketing Corporation (2008)
as the smallest increase experienced in the last 10 years. The U.S. used to be the largest consumer of bottled water but in the latest years, there has been a shift towards preference of tap water rather than bottled water Institute, 2012()
The Beverage Marketing Corporation (2008)
states that 54 per cent of…
Beverage Marketing Corporation. (2008). The 2007 Stats. New York, NY: Beverage Marketing Corporation.
Central Intelligence Agency. (2012). World Factbook: India Retrieved October 3rd, 2012, from https://www.cia.gov/library/publications/the-world-factbook/geos//in.html
Ferrell, O.C., & Hartline, M. (2010). Marketing Strategy. Mason, OH: Cengage Learning.
Institute, W. (2012). Bottled Water Demand May Be Declining Retrieved October 3rd, 2012, from http://www.worldwatch.org/node/5878
Brand equity of trusted advisor for CM application delivery.
Source: Framework based on the concepts presented in (Yoo, Donthu, Lee, 2000)
Aaker, D.A. (2012). Win the brand relevance battle and then build competitor barriers. California Management eview, 54(2), 43-57.
Aremu, M.A., & Bamiduro, J.A. (2012). Marketing mix practice as a determinant of entrepreneurial business performance. International Journal of Business and Management, 7(1), 205-213.
Friedman, H.H., & Friedman, L.W. (1987). Marketing methods for software. The Journal of Systems and Software, 7(3), 207-207.
Ghose, K. (2009). Internal brand equity defines customer experience. Direct Marketing, 3(3), 177-185. D
Katzmarzik, a. (2011). Product differentiation for software-as-a-service providers. Business & Information Systems Engineering, 3(1), 1-31.
Joseph, J.V. (2009). econciling marketing vs. branding return on investment. ochester, ochester, NY.
Aaker, D.A. (2012). Win the brand relevance battle and then build competitor barriers. California Management Review, 54(2), 43-57.
Aremu, M.A., & Bamiduro, J.A. (2012). Marketing mix practice as a determinant of entrepreneurial business performance. International Journal of Business and Management, 7(1), 205-213.
Friedman, H.H., & Friedman, L.W. (1987). Marketing methods for software. The Journal of Systems and Software, 7(3), 207-207.
Ghose, K. (2009). Internal brand equity defines customer experience. Direct Marketing, 3(3), 177-185. D
The kind of product the company will offer
Coffee Time Comprises of the following Sub-Brands
Coffee Time - Fresh & Ground
Coffee Time-- Vending
Coffee Time - Xpress
Coffee Time-- Exports
Coffee Time - Perfect
Coffee Time presently has and runs 213 coffee shops in all significant cities in India. It belongs of India's biggest coffee corporation called Coffee Time, s. 200 crore ISO 9002 licensed business. Coffee Time's a lot of distinct facet is that it expands the coffee it serves.
Identification of its primary characteristics
Leaders of the Cafe Idea in India with the its first Cafe at Brigade oadway, Bangalore in 1996. This Cafe was opened as a Cyber Cafe (initially of its kind) however later on, with the burst of cyber coffee shops it went back to its core proficiency ... Coffee.
Basically a young people oriented brand name with bulk of…
Mckeown, M. (2012). The Strategy Book, FT Prentice Hall.
Pinson, L. (2004). Anatomy of a Business Plan: A Step-by-Step Guide to Building a Business and Securing Your Company's Future (6th Edition). Dearborn Trade: Chicago, USA.
Built in entertainment
Seating for seven
Dual fold down DVD screens
Dual sliding power doors
earview back camera
Large cargo capacity
Aggressive Front and ear Styling, Power Sliding Doors, Alloy Wheels, Bluetooth® Hands Free Link®, Honda Satellite-Linked Navigation System ™ with Voice ecognition and earview Camera and Tri-Zone Climate Control
Alloy Wheels, Auto Light Control System, Navigation System, Bluetooth with voice recognition, ear seat DVD entertainment system
Alloy Wheels, Dual Sliding Doors, Star Safety System, Tire Pressure Monitor System
Based on psychographic and demographic segmentation, a direct marketing campaign would be the best way to approach the marketing of the Volkswagen outan Minivan. The goal is going to be to reach families that want…
2010 Volkswagen Routan. (2010). Retrieved August 2, 2010, from U.S. News and World Report
Web site: http://usnews.rankingsandreviews.com/cars-trucks/Volkswagen_Routan/
Routan. (2010). Retreived August 2, 2010, from Volkswagen Website:
Service Quality of Singapore Airline
The focus of this work in writing is the examination of the SERVQUAL model as it applies to a case study of Singapore Airlines in regards to service quality and the application of a conceptual model of service quality. This study will additionally explain the gap in service quality between firm and customer.
The work of Prayag and Dookhony-Ramphul (2010) report that the SERVQUAL model "is still the most widely used scale for measuring service quality. The SERVQUAL scale has been applied to airlines, hotels, financial services, health care, and the public sector." (p.3) uttle (1995) reports that SERVQUAL makes provision of a technology "for measuring and managing service quality (SQ). Since 1985, when the technology was first published, its innovators Parasuraman, Zeithaml and erry, have further developed, promulgated and promoted the technology through a series of publications." (p.8) It is reported that the AI/Inform…
Buttle, F. (1995) SERVQUAL: Review, Critique, Research Agenda. European Journal of Marketing 30,1. Oct 1994.
Parasuraman, A., Zeithaml, V.A. And Berry, L.L. (1985), "A conceptual model of service quality and its implication," Journal of Marketing, Vol. 49, Fall, pp. 41-50.
Parasuraman, A., Zeithaml, V.A. And Berry, L.L. (1986), "SERVQUAL: a multiple-item scale for measuring customer perceptions of service quality," Report No. 86-108, Marketing Science Institute, Cambridge, MA.
Parasuraman, A., Zeithaml, V.A. And Berry, L.L. (1988), "SERVQUAL: a multi-item scale for measuring consumer perceptions of the service quality," Journal of Retailing, Vol. 64, No. 1, pp. 12-40.
In recent times, people have become more conscious of their health and they are choosing products that are healthy such as organic products. This has also been the case when it comes to organic wines. These wines improve the health of soil and vines at the same time improving the productivity of older vineyards. Organic wines are also beneficial to customers in that the wines are healthy as they contain only a small proportion of preservatives like sulfur which are added to normal wines which cause headaches. This paper will therefore look at the potential marketing landscapes for organic wines. It will also look at micro and macro environmental forces that have an effect on marketing ability of organic wines.
Marketing landscape for organic wines
Marketing involves the understanding of the potential market landscape or market place as well as the needs, demands and wants of the customers, market…
Valenzuela, F. (2000). Understanding the marketplace and the consumers; is your wine giving you a headache?
Zainbooks (2003).Principles of marketing; Marketing microenvironment. Retrieved March 19, 2013, from http://www.zainbooks.com/books/marketing/principles-of-marketing_11_marketing-micro-environment.html
Marketing Information System
This is a type of management information system that is designed for supporting the process of marketing decision making. This is a system which is planed and entails the collection, processing, storage and dissemination of data in information form required in carrying out management functions.it is also termed as a system made up of people, equipment and procedure which are used in gathering, sorting, analyzing, evaluating and distribution of data to managers according to the required informational needs regularly. There are four main components of marketing information system these are internal records which gives reliable inside information of an organization; marketing intelligence that gives information collected from external sources; marketing research for solving marketing problems in an organization and marketing decision support system comprise of tools that assist managers in data analysis hence better decision making. The marketing decision support system enables marketers to get the information…
Johnson, R. (2011).The 8 different pricing objectives. Retrieved June 26, 2013 from http://vwmarketingsolutions.ca/2012/07/the-8-different-pricing-objectives/
Opdenakker, R. (2006). Forum; Qualitative social research. Advantages and Disadvantages of Four Interview Techniques in Qualitative Research. Volume 7, No. 4, Art. 11. Retrieved June 26, 2013 from http://www.qualitative-research.net/index.php/fqs/article/view/175/391
Price, R. (2010). The Basic Steps of the Marketing Research Process. Retrieved June 26, 2013 from http://smallbusiness.chron.com/basic-steps-marketing-research-process-30942.html
Marketing to the Bottom of the Pyramid
Ethical issues: 7
Social Issues: 7
Market Opportunity: 8
Value for underprivileged: 8
The underdeveloped countries are becoming major emerging markets with a huge potential based on the large populations. The large corporations operating in developed markets also expand in international markets. The multinational companies operating in under developed and developing countries also look for opportunities in the market through a different approach. The key question that needs to be answered is that these markets have different dynamics in terms on consumer preferences, geographical locations, and income at the disposal of a large number of inhabitants. The businesses including major multinational corporations also look for opportunities in establishing their reach and appeal to the locals that are under privileged and in some cases the bottom of the pyramid (BOP) market segment. These underprovided populations not only live under the poverty line but they…
Chikweche, T., & Fletcher, R. (2012). Revisiting the marketing mix at the bottom of pyramid (BOP): from theoretical considerations to practical realities. Journal of Consumer Marketing, 29(7), 507-520.
Kacou, E. (2010). Entrepreneurial Solutions for Prosperity in BoP Markets: Strategies for Business and Economic Transformation. USA: Pearson Prentice Hall.
Kahn, K.B. (2011). Product planning essentials. USA: ME Sharpe.
Rangan, V.K., Quelch, J.A., Herrero, G., & Barton, B. (Eds.). (2007).Business solutions for the global poor: Creating social and economic value. USA: John Wiley & Sons Inc.
Forbes. Accessed 10 October 2011. http://www.forbes.com/sites/panosmourdoukoutas/2011/07/22/how-greek-yogurt-captured-the-american-market-the-other-half-of-the-cnbc-story/
reek Yogurt, which was all but unheard of in the United States less than half a decade ago, now outsells traditional yogurt giants by wide margins and is an enormously popular product. This article details the rise of this product, tracing its popularity back to the first importer of FAE brand reek yogurt, a small retailer in New York City. Simple word of mouth from his reek-Americna customers to others saw sales of FAE rapidly expand, and from their the product really took off.
Kostas Mastoras first started importing the yogurt following a trip to reece for the tasting and purchasing for feta cheese for his shop. By 2000, he was importing so much that FAE approached him about starting a joint venture to distribute their product trhoughoutthe U.S.. Though FAE and Mastoras could not agree on terms, FAE did open a U.S. distribution…
Greek Yogurt, which was all but unheard of in the United States less than half a decade ago, now outsells traditional yogurt giants by wide margins and is an enormously popular product. This article details the rise of this product, tracing its popularity back to the first importer of FAGE brand Greek yogurt, a small retailer in New York City. Simple word of mouth from his Greek-Americna customers to others saw sales of FAGE rapidly expand, and from their the product really took off.
Kostas Mastoras first started importing the yogurt following a trip to Greece for the tasting and purchasing for feta cheese for his shop. By 2000, he was importing so much that FAGE approached him about starting a joint venture to distribute their product trhoughoutthe U.S.. Though FAGE and Mastoras could not agree on terms, FAGE did open a U.S. distribution subsidiary and Mastroas continued to sell the product at his New York locations and worked with the team at FAGE to develop the product for the American market. The lower fat and non-fat options that were developed in part at Mastoras' insistence became FAGE's most popular sellers, and when Trader Joe's and Whole Foods began carrying the product demand increased so significantly that FAGE was no longer able to keep up.
Opening a production facility in New York helped matters somewhat, but at this point word had really gotten out about the yogurt and the Chobani brand was about to hit the market, and it hit hard. Up to this point, the growth of Greek yogurt sales had been almost entirely driven by word of mouth, and even the inclusion of the yogurt at the large-scale specialty foods retailers like Whole Foods and Trader Joe's was spawned primarily due to the previous track record of yogurt sales, not the result of specific or concentrated marketing efforts. Chobani changed the game, however, and quickly became the top-selling yogurt maker in the United States -- from no sales in 2007 to over $500 million in sales in 2011. The power of marketing -- when combined with a good product -- is truly astounding.
Consumer involvement refers to the amount of time, though and energy that a consumer puts into a particular purchase decision (McNamara, 2014). This can be categorized along the emotional/rational scale. So many small purchases like impulse purchases are low involvement. At the very low involvement end of the scale is something like fries with your burger -- you might not even want them, and accept the suggestion for them almost reflexively. At the high involvement end of the scale would be something like the military bidding process, or for consumers buying a house or car. A medium-involvement purchase involves at least some thought. An example might be new headphones -- it's not an impulse purchase but unless you're ad audiophile there is only so much energy you will put into that purchase.
For marketers, the optimal situation for a low involvement purchase is to reduce the search for…
Brisoux, J. & Laroche, M. (1981). Evoked set and composition: An empirical investigation under a routinized response behavior situation. Advances in Consumer Research. Vol. 8 (1981) 357-361.
Cauberghe, V. & Pelsmacker, P. (2008). The impact of banners on television: The role of program interactivity and product involvement. CyberPsychology and Behavior. Vol. 11 (1) 91-94.
Lin, L. & Chen, C. (2006). The influence of country-of-origin image, product knowledge, and product involvement on consumer purchase decisions: An empirical study of insurance and catering services in Taiwan. Journal of Consumer Marketing. Vol. 23 (2006) 248-265.
Martin, C. (1998). Relationship marketing: A high-involvement product attribute approach. Journal of Product & Brand Management Vol. 7 (1) 6-26.
Marketing and Branding a Healthcare-elated product
Marketing and Branding Lipitor
Target markets, branding, marketing strategy, execution and product positioning all directly contribute to the market share and profitability of a product. In the marketing and selling of healthcare related products, brands must communicate a viable and realistic solution t a patient's condition to be seen with credibility and trust (Angelmar, Angelmar, Kane, 2007). The intent of this analysis is to evaluate the marketing strategies of Lipitor, a best-selling drug of Pfizer Corporation used for treating high cholesterol and its related heart disease effects. This drug generated $10.7B in the company's latest fiscal year according to their annual report and is also considered one of the top-selling drugs throughout the entire pharmaceutical industry. Beginning with an analysis of the Lipitor target market, and progressing through their branding strategies, analysis of product success and recommendations for future marketing strategies, this paper provides…
Angelmar, R., Angelmar, S., & Kane, L.. (2007). Building strong condition brands. Journal of Medical Marketing: Special Issue New Paradigms in Life Sciences Marketing, 7(4), 341-351.
Iain Black. (2005). Pharmaceutical marketing strategy: Lessons from the medical literature. Journal of Medical Marketing, 5(2), 119-125,106.
Griffiths, S.. (2008). Pharmaceutical branding: 'To brand or not to brand'. Journal of Medical Marketing, 8(2), 113-118.
Krion, D., & Shockley, R.. (2011). How Pfizer Uses Tablet PCs and Click-Stream Data to Track Its Strategy. MIT Sloan Management Review, 53(1), 1.
Marketing Strategy for KitKat Desktop Publishing
Creating an independent desktop publishing business from one's home is indeed an exhilarating prospect. Entrepreneurship offers one a career of truly boundless possibilities and the intoxicating freedom of being one's own boss. However, such a path is not without challenges; there are the regulatory and compliance issues, financial issues, start-up capital needed to be gathered, evaluation of technology systems, and marketing (Schulaka, 2009). When it comes to the last challenge, marketing, this truly is an aspect which can make or break a business, particularly a nascent business and one which is small and developing. "Marketing and entrepreneurship are traditionally regarded as two separate academic disciplines" (Hills et al., 2008). However, such a perspective is inherently flawed. Strategic marketing in necessary for a small business to exist, survive and thrive, particularly for a small, home-based business. The best marketing strategy for such a specific type…
Esales. (n.d.). 7 Key Benefits to Blog Marketing for Your Business. Retrieved from Streetdirectory.com: http://www.streetdirectory.com/travel_guide/113659/blogging/7_key_benefits_to_blog_marketing_for_your_business.html
Forbes.com. (2012, August 3). The 6 Basic Components Of A Strong SEO Strategy For Online Retailers. Retrieved from Forbes.com: http://www.forbes.com/sites/theyec/2012/08/03/the-6-basic-components-of-a-strong-seo-strategy-for-online-retailers/
Hills, G., Hultman, C., & Miles, M. (2008). The Evolution and Development of Entrepreneurial Marketing. Journal of Small Business Management, 99-112.
Kumar, A. (2011, December 19). Five Effective SEO Strategies to Optimize Your Business Blog. Retrieved from Entrepreneuer.com: http://www.entrepreneur.com/article/222499
The essence of any successful entrepreneurial strategy is in creating significant value for the customer (Drucker, 1985). Microsoft needs to shift towards a more open API-based product strategy that allows for more rapid innovation from hardware and services partners both. This direction alone will help Microsoft to compete more effectively over the long-term, by giving them the ability to compete for precious developer resources and times with partners and service providers.
Second, Microsoft needs to think more about their phone strategy from the standpoint of how they can create the smartphone of the future as a computing platform. One of the best strategies for accomplishing this is to concentrate on having their operating systems be more oriented towards creating a technology-agnostic platform for social media websites and applications. The advent of social media websites have given every customer a much greater level of communication and clarity, so much so that…
Apple, Investor Relations (2013). Investor Relations. Retrieved April 18, 2013 from Apple Investor Relations and Filings with the SEC Web site: http://www.apple.com/investor/
Andrus, R.R., & Reinmuth, J.E. (1979). Avoiding research myopia in marketing analysis. Business Horizons, 22(3), 55-55.
Ataman, M.B., Van Heerde, H.,J., & Mela, C.F. (2010). The long-term effect of marketing strategy on brand sales. JMR, Journal of Marketing Research, 47(5), 866.
Josh Bernoff, Charlene Li. (2008). Harnessing the Power of the Oh-So-Social Web. MIT Sloan Management Review, 49(3), 36-42.
The author of this report is asked to focus on the SOSTAC model when analyzing a given website as it relates to the commercial opportunities that are available. The place and area to be analyzed is Sheringham and what commercial opportunities would be available there. The analysis, objective and strategy portions of the SOSTAC model are the only parts that will be covered in this report.
At first glance, there would seem to be a litany of commercial opportunities available at Sheringham. First, the area is already widely known given the numeral awards it has been given including Silver Gilt in Britain, Silver in Anglia in Bloom and Silver Gilt Anglia from 2008 to 2011 continuously. There is also mention of the fact that the area attracts all age groups and not just certain ones. A quick analysis shows that Sheringham is a coastal resort town that…
As a result of huge growth, the company's management may lose focus of the scope of their business.
Miller Inc. has a highly centralized hierarchy of management and lacks the managerial backup to promote creativity amons the employees.
Single-sourcing which is the characteristic of Miller Inc. could be a recipe of disaster should the supplier fail. Contingency plans for supplies need to be considered.
The constrant production nature of the product leads to huge strains on personnel and machinery.
Product line and client base lack diversification.
While the small number of staff promotes camaraderie, unfortunately, it also impedes growth and development.
Miller Inc. is reactive rather than proactive in its marketing efforts. This is as a result of its heavy reliance on mass-media advertising for obtaining new business.
The current facilities of Miller Inc. are crowded thus there is little room for expansion of workforce or equipment.
Armstrong, G., et al. Marketing: An Introduction. Essex: Financial Times Prentice Hall, 2009. Print.
Brenkert, George G. "Ethical Challenges of Social Marketing." Journal of Public Policy & Marketing 21.1 (2002): 14-25. Print.
Clow, K.E., and D. Baack. Integrated Advertising, Promotion, and Marketing Communications. Boston, MA: Pearson Prentice Hall, 2007. Print.
Cooper, Lee G. "Strategic Marketing Planning for Radically New Products." The Journal of Marketing 64.1 (2000): 1-16. Print.
Coined by marketing guru Jay Conrad Levinson, guerrilla marketing is marketing that is unconventional, nontraditional, not by-the-book, and extremely flexible. The nine major differing factors from conventional marketing provided in "360 Degree Internet Marketing - Think Outside the ox for Minimum Cost, Maximum Results," (2001), are:
Instead of investing money, you invest time, energy and imagination.
Instead of guesswork, you utilize our expertise and experience.
Instead of measuring your success in terms of traffic, responses or sales, you do so in terms of profits - your bottom-line.
Instead of ignoring customers once they've purchased, you follow-up for cross-sales, up-sales, and referral sales with great persistence.
Instead of only concentrating on making sales, you are dedicated to making relationships, which result in many more sales over the long-term.
Instead of focusing on a single strategy, you utilize a combination of many.
Instead of growing large and diversifying, you grow profitably…
360 Degree Internet Marketing - Think Outside the Box for Minimum Cost, Maximum Results," (2001), (Bulls Eye Marketing Group), Available: http://www.bullseyemarketinggroup.com/guerrillamarketing.html (Accessed 2003 March 1).
Arora, S. (2000), "Guerilla Launch Tactics," (eFuse), Available: http://www.efuse.com/Grow/guerilla_marketing.html (Accessed 2003 March 2).
Case Studies," (the Viral Factory), Available: http://www.theviralfactory.com/casestudy.htm (Accessed 2003 March 1).
Churchill, C. "Search Tip: Use Gateway Pages," (NetMechanic), Available: http://www.netmechanic.com/news/vol2/search_no2.htm (Accessed 2003 March 2).
Standad maketing follow-up pocesses will be used to detemine whethe each taget maket undestood the specific content and context of the maketing communications initiatives diected to them. Suveys will addess the extent to which the intended messages managed to communicate the intended messages effectively and whethe those audiences made puchasing decisions based on the claity and effectiveness of those messages.
Standad maketing follow-up pocesses will be used to detemine how well customes believe the sevice met thei specific needs and expectations pospectively. Suveys will addess the extent to which the sevices they puchased met thei expectations and povided the benefits pomised and desied. Those mechanisms will also be used to collect infomation petaining to any desied changes o pefeences of customes in connection with thei futue patonage. Sevice packages, picing, and maketing changes will eflect the analysis of those data.
Standad maketing follow-up pocesses will be used…
references of customers in connection with their future patronage. Service packages, pricing, and marketing changes will reflect the analysis of those data.
Standard marketing follow-up processes will be used to determine how well customers remembered the specific messages in marketing campaigns and how those messages may have contributed to their decisions. The same technique will be used to collect data from prospective customers who initially expressed interest or who requested information about the service but ultimately decided not to purchase the product. Those surveys will address the extent to which those decisions may have been functions of the failure of marketing initiatives to achieve the necessary retention to generate sales of services.
Standard marketing follow-up processes will be used to determine the extent to which specific elements of messages in marketing campaigns motivated their eventual decision to purchase the product and how those messages may have contributed to their decisions. The same technique will be used to collect data from prospective customers who initially expressed interest or who requested information about the service but ultimately decided not to purchase the product. Those surveys will address the extent to which those decisions may have been functions of the failure of marketing initiatives to inspire prospective customers to make follow-up inquiries or further consider purchasing the service.
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…
Bauman, Valerie. (11 Aug 2005) "People try to lose weight at McDonalds." AP Wire. Accessed on AOL on 22 Aug 2005 at http://aolsvc.news.aol.com/news/article.adp?id=20050811163009990002
Burger King. (2005) Official Website. Retrieved 11 Sept 2005 at http://www.haveityourway.com/
Collins, Luke. (2002) "Chips are down for Burger Giants" MCD: McDonald's Corporation News and Articles. Retrieved 27 Aug 2005 at http://www.licenseenews.com/news/news134.html
Daft, R.L. (1997). Management. Fort Worth, TX: Dryden Press.
The company will also offer training service for small and home businesses. ATC will achieve strategic positioning by delivering value proposition for its product and services. ATC will use packaging, brand name, styling, quality, and safety to position its products. The company will use cost advantages to compete in distinctive way.
Price: ATC will offer its product and services at industry average price. The company will not offer its products below the industry average price because the customers may believe that the company is not offering the best value for its product and services. However, ATC will use the early payment discount, price discrimination skimming and penetration as the pricing strategies.
Place: ATC will use different distribution strategy to reach customers .The company will open offices at the strategic positions across the United States where customers could order for the company product and services. The company will also use the…
Census Bureau (2012). Employment Size of Firms. USA.
Financial Express (2012). India PC market grew 13% in 3rd quarter. Sunday, 14 Oct 2012.
Porter, M.E. (2001). Strategy and the Internet. Harvard Business Review, 79(3): 62-74.
Small Business Administration (2011). United States Small Business Facts. U.S. Small Business Administration.
It remains important, however, that the company does not violate any of the prevailing laws with respect to marketing. Laws concerning false advertising and intellectual property (especially trademark) violations must be paid due attention when developing the marketing strategy. At present, BCC seems to be well clear of any laws on these subjects, but they are worth acquiring knowledge of nevertheless.
Bathurst Carbon Cutters cannot reject the idea of marketing outright, for two reasons. The first is that the notion of marketing as destructive is false, especially given that the underlying theory of the business appears to be that convincing more Bathurst residents to utilize bicycles will ultimately benefit the environment. If this is the case, then the business is faced with an ethical dilemma should it proceed, not only because marketing activity is inevitable but because the name of the company conveys to the consumer the idea of…
Silk, A. (2006). What is marketing? Boston: Harvard Business Press.
Investopedia. (2010). Perfect competition. Investopedia. Retrieved October 6, 2010 from http://www.investopedia.com/terms/p/perfectcompetition.asp
QuickMBA. (2007). The marketing mix. QuickMBA.com. Retrieved October 6, 2010 from http://www.quickmba.com/marketing/mix/
No author. (2010). A brief history of marketing. Bournemouth University. Retrieved October 6, 2010 from http://media3.bmth.ac.uk/marketing/02defining/01history.html