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NFL or the 'National Football league' as it is referred to, is America's pride and cause for the inculcation of the inherent patriotic spirit in the heart of the American. The NFL conducts football games as a part of the tradition every year, and every year Americans gather at the stadium where patriotism is at its height and nationalistic fervor is at its peak. In the game that was conducted on September 24, 2001, soon after the attack on the World Towers by an Islamic militant group that left more than thousands dead and severely injured, the national spirit was at its ultimate peak, and the Americans gathered there underwent heightened emotions and feelings, and this was the time when pamphlets were distributed among the audience with the words of the 'Star Spangled Banner', and the 'God Bless America', and 'America the Beautiful'. Small American flags, almost a…
"CBS, Fox clash over the marketing of NFL packages" (30 October, 2003) Retrieved From http://www.usatoday.com/sports/columnist/martzke/2003-10-30-martzke_x.htm Accessed on 24 December, 2004
Collinsworth, Cris. "Celebrations about Marketing, not Team" Retrieved From
http://www.nfl.com/news/story/6935064 Accessed on 24 December, 2004
'13 Lessons in Marketing, Super Bowl Style" Retrieved From
The authors question if a sports celebrity endorsing multiple products actually is strengthening their own brand at the expense of the products endorsement from outside their field of sport.
The authors conclude from their first tests of the hypotheses in this area that when a celebrity sports endorser is paired with a product from their sport, likability and trust of the endorser increase more significantly than top-of-mind awareness of the brand itself (Koernig, Boyd, 34). Second, no differences existed between athletes and on-athletes when endorsing a non-sport brand. The anonymous endorser portrayed as an athlete is in fact more effective promoting a sports brand and aiding its top-of-mind and unaided awareness according to the results of the two studies (Koernig, Boyd, 35). Moat significant from this study is the finding that it is the achievements athletically, not the fame, that are the most effective catalyst of brand promotion for sports…
Koernig, S., and T. Boyd. "To Catch a Tiger or Let Him Go: The Match-up Effect and Athlete Endorsers for Sport and Non-Sport Brands. " Sport Marketing Quarterly 18.1 (2009): 25-37.
The Canadian dollar currently trades around $0.95 U.S. dollars, but this has fluctuated significantly in recent years. Should the Canadian dollar drop to the $0.80 or $0.85, the team still needs revenues sufficient to cover players' salaries and other U.S.-denominated expenses. The price point is lower than that of the BC Lions, which reflects that the club wishes to have strong attendance and be competitively priced against their main market rivals in order to capture a significant share of the local sports market.
Merchandise pricing should be in line with league averages. Competitors in the Vancouver market do not discount merchandise, so there is no need to dramatically undercut those clubs. Moreover, merchandise sales are typically to the most enthusiastic fans, so demand is relatively price inelastic, much more so than ticket prices which must attract casual fans in addition to the hardcore fans.
There are two critical aspects…
Walker, I. (2009). Soccer's Whitecaps tap Tottenham executive Paul Barber as new CEO. Vancouver Sun. Retrieved November 26, 2009 from http://www.vancouversun.com/sports/Whitecaps+Tottenham+executive+Barber/2261805/story.html
Gilchrist, K. (2009). Lions can't afford to ignore MLS, Whitecaps. Vancouver Province. Retrieved November 26, 2009 from http://www.theprovince.com/sports/Lions+afford+ignore+Whitecaps/2267612/story.html
No author. (2009). NHL team valuations: Vancouver Canucks. Forbes Magazine. Retrieved November 26, 2009 from http://www.forbes.com/lists/2009/31/hockey-values-09_Vancouver-Canucks_315423.html
Sports marketing is a relatively new field, although sports and marketing have been around for quite some time. Sports marketing is the specific kind of marketing for products and apparel for sports exclusively. Any kind of marketing toward youth is apt to draw attention, and sports marketing proves to follow this pattern. The paper will consider the criticism of sports marketing aimed toward youth that contends that this kind of marketing for this demographic focuses too heavily upon image and is lacking in substance. The focus is too much on the image or brand identity, as well as the products being marketed and that there is little focus, attention, or support for youth to actively participate in sports. The paper will consider this criticism and respond to it.
Youth, the group that includes children and adolescents, are a powerful and influential demographic with respect to consumer taste/trends and economic leverage.…
Laczniak, J., Burton, R., & Murphy, P. (1999). Sports Marketing Ethics in Today's Marketplace. Sports Marketing Quarterly, 8(4), 43 -- 45.
National Public Radio (NPR) -- WFAE. (2009). Banks Defend Sports Marketing. WFAE.org, Web. Available from: http://www.wfae.org/post/banks-defend-sports-marketing . 2013 January 03.
Sports Marketing Ambush
hat then, is ambush marketing and how does it work? There are at least 7 kinds of ambush marketing, but basically it involves a non-sponsor for an event taking advantage of the media coverage -- and making the fans aware of its presence -- to market products in competition with authorized companies.
Discussion Question #1: Do you consider ambush marketing to be ethical? hy or why not? Ambush marketing can be both ethical and unethical. The issue of whether or not a company is being unethical in its ambush marketing depends on the definition used for "ambush marketing." In Holger Preuss's book, Economics of Staging the Olympics: A Comparison of the Games 1972-2008, Preuss explains that ambush marketing seeks to "…benefit from the image of being a sponsor without paying for it" and in fact those marketers damage the Olympics "and themselves" by increasing the "apparent number…
Hoek, Janet. (2005). Ambush Marketing: Research and management implications. In Global
Sports Sponsorship, J. Amis and B. Cornwell, Eds. London, UK: Berg Publishing.
Louw, Andre M. (2012). Ambush Marketing & the Mega-Event Monopoly. New York: Springer
Second, Mr. Hof sees the role of the Athletic Director and Athletics as being equitable across all 36 varsity sports, ensuring that student-athletes in each of these sports have the opportunity to accomplish their academic and athletic goals. Third, Mr. Hof explains that there is less pressure to win a continual series of national championships to gain financial support; it is more critical to focus on building and sustaining trust and collaboration with donors. He implies that once trust and collaboration has been achieved that donors see the value in attaining student-athlete balance in the athletic programs at Ohio State. Fourth, Mr. Hof makes an excellent point about how Ohio State is using technology to ensure greater collaboration with the community of supporters.
This interview is outstanding because it shows what can be accomplished when a services-based mindset pervades an athletic directors approach to managing financial planning and…
Matthew Boyle, & Jim Collins. (2007, February). Jim Collins. Fortune, 155(3), 50-54.
Cobbs, J. (2007). Interview with Tom Hof, Senior Associate Athletic Director, External Relations -- the Ohio State University. Sports Marketing Quarterly, West Virginia University, 16(1), 4-6.
There was an obvious thirst for sports, and the television was the piece of technology best equipped to quench that thirst -- and to provide advertising space along with it (MBC 2010). It has even been suggested that without the decision to broadcast sports on television, the medium would have had a much slower and uncertain beginning, and radio would have remained more popular (MBC 2010).
From the trajectory of the events listed here, it might seem as though the invention of the Internet would have to come next. This was not really a major step in the development of sports marketing, however; it altered the method of delivery but provides largely the same content as television. Instead, the general trend in the 1980s and 1990s that made athletes not only well-known figures in their fields, but celebrities and product endorsers, was a hugely important moment in the world of…
Covil, E. (2010). Radio and its impact on the sports world. American Sportscasters Online. Accessed 8 December 2010. http://www.americansportscastersonline.com/radiohistory.html
Cycleback. (2010). A brief history of baseball cards. Accessed 8 December 2010. http://www.cycleback.com/1800s/briefhistory.htm
MBC. (2010). Sports and television. Museum of Broadcast Communications. Accessed 8 December 2010. http://www.museum.tv/eotvsection.php?entrycode=sportsandte
OA. (2010). History of pay increases for pro-athletes. Overpaid Athletes. Accessed 8 December 2010. http://www.overpaidathletes.net/page2.html
Client Management and Representation
This is the crux of sports management and marketing. Clients form the backbone of the business. Client management refers to the acquisition of a viable client base, and the retention of that client base via value-added services. Management includes consultation services and the provision of counsel when needed. Client representation entails the contractual obligation to the client to serve as his or her spokesperson or representative. For example, the sports manager acts as a liaison between the client and the sponsors, team owners/managers, and the media.
Client Marketing and Product Endorsement
The client often requires marketing and product endorsement services to maximize his or her value and potential. Marketing services include helping the client improve his or her "packaging," in terms of image management. Promotion, pricing, and other aspects of the traditional marketing mix also come into play when managing a client. Product endorsement may…
Technology and Sports Marketing
Sports' marketing is a comparatively new field and dimension within the broad concept of marketing. It is continuously evolving and changing today as society combats the free market to decide the legal and ethical limitations of business today. It is significant to note that this discipline within marketing is not clearly defined. Sports today use corporate sponsorships and television money in order to contend and pay for top quality athletes. Those companies use teams, leagues, colleges, and individuals to make a distinction between their products in a very aggressive business environment. What makes up sports marketing to one person could be considered selling out to another. The business world keeps pushing to find a competitive advantage and the sports world has in general welcomed the money offered (Weikel, n.d.).
Every area of marketing communication is being greatly affected by advances in interactive communication (Sport Marketing on…
Digital Sports Marketing. (2011). Retrieved from http://www.pilotemedia.com/services/sports-marketing/digital-sports-marketing-brand-to-fan/
Sports Marketing on the Internet. (n.d.). Retrieved from http://www.cbpp.uaa.alaska.edu/afef/sport_marketing_on_the_internet.htm
The Future of Marketing in Sports Entertainment. (2011). Retrieved from http://cmt.bentley.edu/future-marketing-sports-entertainment
The Future of Marketing in Sports Entertainment. (2011). Retrieved from https://register03.exgenex.com/Attendee/productdescription.aspx?C=70000087&S=1
Cornell Sports Marketing
Strengths of Company and Most Important Competitor
Internal Analysis-- Factors: Strengths
Sales & Marketing: Homogeneity in market of market, in the sense that all competitors and fan base are Cornell associates, makes marketing easier as well as segmentation within this market.
Quality: Draws upon a strong school spirit. Also, Cornell is more accomplished at many sports than other members of the Ivy League.
Customer Service: Draws upon school pride and is staffed by loyal Cornell alumni and students, making for superior customer service in terms of knowledge and eagerness.
Productivity: Draws upon a constant market, year round athletic events and sales of paraphernalia associated with Cornell University.
Human Resources: Consistent Cornell customer alumni and student base to draw from as employees, more loyal employees can be drawn from alumni and student community than strangers.
Facilities: Cornell has excellent sports facilities, well staffed and constructed.
Location: Company is…
Cornell Athletics. 15 Apr. 2004. 13 Sept. 2004.
Cornell University. (2004) Official Website. 12 Sept. 2004
Cornell Big Red. (2004) Official Big Red Website. 12 Sept. 2004
Cornell Sports Marketing
The business situation: problems and solutions
The problem Cornell Sports Marketing is currently facing is that of low attendance at sporting events, even popular money drawing sporting events such as basketball and football, the former of which Cornell traditionally excels at. This is causing a correspondingly low level of revenue for the organization of Cornell Sports Marketing. The organization must create a greater revenue base by increasing attendance, creating a greater social perceptiveness of the attractiveness of the sporting events, and expanding the populations of the organization's target audience.
Objective of the plan
The objective of the plan is to increase attendance and revenue at popular spectator events specifically by targeting a new and potentially lucrative and interested population, that of incoming Cornell freshman. This population is ideal because it is young, fresh to the organization and full of potential school spirit and offers four potential years…
High School Marketing
Marketing in American business is essential to the ultimate success of any product or service (Archambeau, 2007). The field of marketing is relatively new having emerged in the aftermath of the Second World War and the rapid economic growth that occurred at that time. Sports' marketing as a separate discipline has emerged in the last few decades but it is expanding rapidly (Fox, 1997).
There are no clearly defined parameters as to what constitutes sports' marketing due to the relative newness of the field and the fact that marketers are continuously pushing the envelope as to new ways to market their product. Marketers utilize corporate sponsorships, television and radio exposure, participation by local businesses, and a variety of other methods to promote and there appears to be no limit as to what sports' marketers are willing to do to establish a competitive edge.
The use of athletes…
Archambeau, L.M. (2007). Marketing the Works: How Entrepreneurial Marketing Can Add Sustainable Value to Any Sized Company. New York: Pearson Prentice Hall.
Beach, C. (2010, April 16). Time to spit out this baseball tradition. The Baltimore Sun .
Elliott, S. (2007, June 11). Marketers Are Joining the Varsity. New York Times .
Encyclopedia.com. (n.d.). The 1980s: Sports Overview. Retrieved May 15, 2011, from Encyclopedia.com: http://www.encyclopedia.com/doc/1G2-3468303253.html
Traditional Media Strategies
The use of traditional media in sports marketing remains popular. Indeed, sports marketers spend a great deal of resources on television, print, and radio advertising, with sports comprising a substantial portion of ad spending for television and radio channels. A significant percentage of sports fans actually watch sports events for the commercials. They tend to enjoy the commercials more than the game itself. Traditional media enables sports marketers to reach geographically dispersed consumers at a fairly low cost per exposure (Swayne, 2011). Take an event like the FIFA World Cup, for instance. The event has following from virtually every corner of the world. Without television, radio, and the print media, it may be quite difficult to communicate with such a geographically dispersed fan base. For this plan, it would be important to incorporate traditional media. In fact, traditional media should be allocated a significant fraction of the…
The concept of dividing a mass market into homogeneous segments and targeting one or more with a distinct product offering and unique marketing communication is a fundamental precept of marketing theory. Market segmentation recognizes that different customer groups have different wants and needs that justify the development and offering of different products and services. The process of segmentation theoretically results in a much better understanding of users' needs, their decision criteria, and their approaches. Although much of the theory of market segmentation is appreciated and understood by sport marketers, it remains one of the more difficult marketing concepts to turn into profitable reality.
Consumer segmentation can help the sport marketer in the following areas. First, it allows an analysis of the marketplace, including a knowledge of competitors as well as how and why customers buy. Second, it can contribute to the strategic management of an organization in that it allows…
Wann, D.L., Hamlet, M.A., Wilson, T.M., & Hodges, J.A. (1995). Basking in reflected glory, cutting off reflected failure, and cutting off future failure: The importance of group identification. The Journal of Social Behavior and Personality, 23, 377-388.
Zimbalist, A. (1992). Baseball and Billions. New York: Basic Books.
In approaching sports marketing, many advocate what is called the 'JOBS' approach: hat 'job' is the product doing -- what fundamental problem is your customer trying to solve? hat objectives do your customers use to evaluate solutions? hat barriers limit your customers' ability to use your solution? hat solutions do your customers consider? The problem might be a perceived lack of purpose in life or 'respect' -- which may cause many fans to identify heavily with local sports teams, for example. Objectives might be entertainment, a feeling of fan identification with a player or a team, or enjoying a rivalry between two teams. Barriers might be cost, a feeling that the players are overly market-driven and don't care about the fans, and solutions might include increased interactivity between fans and players, ideally through an online format (Poe 2009).
Online interaction and connectivity will be vital to sports marketing of the…
"ABA" Hoopedia: NBA. May 22, 2009.
Abrams, Jonathan. Talk to the Newsroom: N.B.A. Reporter. The New York Times.
May 11, 2009. May 22, 2009. http://www.nytimes.com/2009/05/11/business/media/11askthetimes.html?pagewanted=all
All legal stipulations in regard to the usage of licensed and branded merchandise would be respected.
It is initially expected that the aerobics class would sell subscriptions to 1,500 customers. This high volume of sales would be due to promotional offers which promote the aerobics class at lower retail prices. As the promotions expire however, a small decline in the number of sales is expected. The company is however confident that it will manage to sell an estimated 1,300 products following the expiry of the promotions and that it will be able to sustain this level. Additionally, organizational improvements in the product offer and new marketing campaigns would also be implemented and they would attract new customers and as such generate more sales.
Three sponsorships contracts are to be signed -- they have already been negotiated and they would be completed as the project is launched.…
Beech, J., Chadwich, S., 2007, The marketing of sport, Pearson Education
Kotler, P., Armstrong, G., 2010, Principles of marketing, 13th edition, Pearson Education
Luther, W.M., 2001, The marketing plan: how to prepare and implement it, 3rd edition, AMACOM Div American Mgmt Assn
Mills, G., 2002, Retail pricing strategies and market power, Melbourne Univ. Publishing Schlossberg, H., 1996, Sports marketing, Wiley-Blackwell
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.
Based on these assessments and the research competed the authors identify segmentation criteria for participants or consumers of cause-related sport marketing events. There are the fitness fanatics or "junkies" (Scott, Solomon, 2003), the "social butterflies" who attend to socialize and fulfill their need for affiliation. The authors also observe there are also the activists and survivors as well. The cathartic nature of the events for those who have survived or know of someone who survived is a powerful emotional experience, and one that bonds consumers together at these events (Scott, Solomon, 2003). The article concludes with closure of the research results and the development of recommendations for including cause-related marketing programs for participants as well.
Admirable in their pursuit of new insights into the motivations and segmentation of participants in cause-related sports events, the authors provide insights into this dynamic and its implications for marketing strategies. It is…
Andrea Scott & Paul J. Solomon. (2003). The marketing of cause-related events: A study of participants as consumers. Journal of Nonprofit & Public Sector Marketing, 11(2), 43-66.
marketing plan a sports enterprise (e.g. professional, school, community program). You select a "real" enterprise a fictitious . You position manager develop a plan implement employees / contractors.
The modern day society is nowadays characterized by numerous challenges, one of the more notable of these being increasing health problems among the population. And these health problems are more severe not only as they attack more people, but especially since they come to impact younger and younger generations.
A large majority of the health problems of today are related to an inadequate nutrition, combined with a sedentary life style. The youth of the day for instance consume more and more calories from the highly processed foods and they exercise less, as the leisure activities come to be centered on video games or other sedentary activities (Smith and Biddle, 2008).
In such a setting then, the current project proposed the…
Armstrong, N., Van Mechelen, W., 2009, Pediatric exercise science and medicine, 2nd edition, Oxford University Press
Longenecker, J.G., Loeza, M.A.T., Small business management, Cengage Learning
Kaser, K., Oelkers, D.B., 2007, Sports and entertainment marketing, 3rd edition, Cengage Learning
Smith, A.L., Bibble, S., 2008, Youth physical activity and sedentary behavior: challenges and solutions, Human Kinetics
marketing strategy a college athletic department. I a couple pages discussing background research a typical college athletic program, a school marketing increasing communities involvement ticket sales.
Most universities have intermural athletic programs. However, there is a wide variation in terms of the funding, success, popularity and approaches between these programs, spanning from Division I powerhouses to relatively noncompetitive Division III schools. Regardless of the nature of the program or the school, athletic programs can be powerful marketing and publicity tools for academic institutions. Alumni donations often increase after a successful season, as do applications from more competitive students. Also, success tends to breed success in athletics: the more successful and highly-promoted the program, the more top athletes will be inclined to apply to the school -- the more top athletes are drawn to the school, the greater the likelihood of athletic success in the future.
For example, when Northern Iowa…
Logue, Andrew. March's madness gives players, program at Northern Iowa a boost. USA Today. August 22, 2010. Available November 21, 2010 at http://www.usatoday.com/sports/college/mensbasketball/mvc/2010-08-22-northern-iowa_N.htm
Octagon Sports Marketing Plan
Octagon Sports Marketing
Octagon Sports Company has been proud to be an industry leader in terms of events management, sports and entertainment marketing, and representation of athletes and personalities al over the world. It was founded in the year 1983 and after wards acquired as sports and entertainment event marketing arm of the Interpublic Group of Companies (IPG) in 1997 by the same company (IPG). Currently Octagon Company is able to employ more than 1000 professionals in the more than 60 offices across the globe.
Octagon Sports Marketing Company has been a pioneer in terms of full service sports and entertainment corporate consulting, bringing together various marketing disciplines and services in a single roof for the benefit of our clients. The in-house resources that our company offers are efficiency and convenience and this is apart from traditional and specialized services offered. In several occasion the company…
Davis. The business of sports agents. University of Pennsylvania Press. Retrieved 14 July 2011.
Frank Craighili (2000) Despite costs, buying binge not over yet Retrieved March 15, 2014. http://www.sportsbusinessdaily.com/Journal/Issues/2000/05/20000529/No-Topic-Name/Despite-Costs-Buying-Binge-Not-Over-Yet.aspx
Los Angeles (CA) 2009) Entertainment PR/Marketing/Celebrity Consulting (First Call). Retrieved March 15, 2014 www.octagonfirstcall.com
McLean (2013) Athlete and Property Marketing. Retrieved March 15, 2014 www.octagon.com/AthletesPersonalities/13.
Marketing of NBA
Since the last twenty years there has been a dramatic change at the North American professional sports organization. A change in the business setting of professional sport in North America has caused in the extensive implementation of relationship marketing system. The type of this change has been impacted by causes like globalization of world markets, abundant telecast of sporting programs, changes in technology, and eventually the surfacing of the amusement economy manifested by more and more jobs in the holiday and amusement industry and the launching of new technology propelled by products for entertainment. These changes have built opening for and called for the creation of close relationship among sport establishments and between sport organization and business partners. In the sporting world, the relationship marketing program is based on the standard of drawing and sustaining long-term relationships with commercial and industrial procurers, corporate sponsors and fans. The…
Cousens, Laura; Babiak, Kathy; Slack, Trevor. 2001. Adopting a Relationship Marketing Paradigm: The Case of the National Basketball Association. December/January. Retrieved from http://www.imr-info.com/SM/IJSM/index.cgi?type=sumabs& vol=2& num=4& pap=4& id=40 l Accessed on 26 February, 2005
NBA and Nokia Expand Marketing Relationship. 2004. December 13. Retrieved from http://www.nba.com/allstar2005/nokia_041213.html Accessed on 26 February, 2005
NBA Marketing Directors' Perceptions of Effective Marketing Techniques: A Longitudinal Perspective. 2003. International Sports Journal, Winter, Vol. 7 Issue 1, p88; 12p. Retrieved from http://studentwebs.coloradocollege.edu/~t_muhlfelder/WORD%20files/NBA%202.htm Accessed on 26 February, 2005
NBDL Rule Changes: NBDL Rules. 2004. November 12. Retrieved from http://www.insidehoops.com/nbdl-rules.shtml Accessed on 26 February, 2005
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
Tobacco arketing: Get Them Young or Not at All
The tobacco industry has been in a battle to capture the youth market for decades mainly because of the degree of brand loyalty that is characteristic of cigarette smokers. Cigarette companies have a lot at stake in making sure that their brand is one of the first tried by the young smoker. In its bid to obtain young smokers, R.J. Reynolds created the Joe Camel campaign with a cool character that youths found highly appealing and the company created fierce advertising, promotional, and sales campaigns to take their message to market. The Joe Camel campaign proved to be one of the most successful bids to capture young smokers in tobacco history. Ultimately, its tremendous success was in part the reason for the campaign's eventual downfall, as public outcry demanded that cigarette companies stop marketing to adolescents and as courts gained…
Magazine Ads. http://www.costkids.org/targetingkids/magazineads.htm (26).
Boyles, Salynn. "Joe Camel May Be Gone, But Legacy Lives On." WebMD Medical News, Aug 15, 2001. http://my.webmd.com/content/article/1728.86774 (26 Nov. 2002).
Tobacco Marketing To Young People, Young People: A Key Expansion Market. http://www.infact.org/youth.html (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 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 - Nike: Company nalysis
Genius World of dvertising and Marketing
The media bombards society with commercial messages daily, both written and spoken. There are, for example, the easily forgettable newspaper ads, the brightly colored billboards on the highway that one can see while driving, or on the side of buildings, the man or woman sitting on the side of the road with a flyer, or the boring radio commercials. There are also, of course, the funny messages on the television, and those jingles and seem not to want to escape constant humming. In other words, merican are simply surrounded by these various marketing tools that say "buy this" or "try this."
In fact, according to Consumer Reports, an average merican is exposed to 247 such messages daily.[footnoteRef:1] Other sources, however, beg to differ with this estimate and offer much higher ones. For example, lf Nucifora, who is an…
A relatively free spirited company has, now, proven itself to be a strong establishment in quality, in the social forum and, perhaps most importantly, financially as well. [35: "The New Nike." Bloomberg Businessweek. (2004). http://www.businessweek.com/magazine/content/04_38/b3900001_mz001.htm , accessed July 2011.]
Nike is one of the top sportswear and sports equipment companies in the world today. The presence of a small company started in Oregon has truly grown to massive proportions, and has been aided by fantastic advertisements and witty marketing strategies throughout the 1960's and 1970's, and innovative strategies from the 1980's onwards, the most recent of which have taken advantage of the internet social networking boom to promote new ways of creating a shoe and of promoting the company's goals. Due to the company's cornering of the market and the fact that it is truly difficult to propose any new strategies (as the company has done them all), Nike will probably be around for a very long time.
Marketing Research on Athletic Shoe- Industry
The brand caters a promise of reliability, in effect that one stand behind their product. Branding is not an action we can realize overnight. A successful brand is built over time from the hundreds of little things we do right. . The brand is, at its core, an declaration of a standard performance. It guarantees that the product or service carrying that brand will live up to its reputation. The merit of a brand rises or falls with the integrity of the people behind it. The principles of the principals build or rupture a brand.
When running shoes first came on the market, it was a marvelous development over the old sneakers and high-tops. But soon the market became crowded with shoes bearing a wide variety of features, at a wide range of price points. The main players in the sports shoe industry are…
Overall Marketing Strategy
The group's marketing strategy is focused on raising awareness on social issues concerning today's society and taking a stance of the real world, rather than encourage costumers to buy its products.
Considering the large product diversification characterizing Benetton's portfolio, it is very difficult to define the manufacturer's main competitors, as it's difficult to define it's industry. Thus, according to Hoovers.com (Accessed January 2009), the company's top 3 competitors are: Inditex, GAP and H&M. Inditex is a Spanish based, clothing group, which is considered to be Benetton's main competitor as it designs and retails its own products. It is also a global company managing over 3,690 stores in 68 countries. GAP is an American-based company with 4,250 stores worldwide. Unlike the Italian company, GAP doesn't manufacture its products, being responsible only for the retailing part. H&M is a Swedish-based company with over 1,500 stores in…
Annual Report - Benetton. 2008.
Annual Report - H&M. 2007.
In terms of the least important of these segmentation approaches the least important is substantial, as a unique value position and resulting unique market position would be of more value. Creating segmentation strategies based more on the attitudes and values of auto consumers (Sukhdial, Chakraborty, Steger, 1995) has proven to be effective. Unique value propositions that resonate with potential sports car purchasers need to align with their values, preferences and self-concept. The potential customers must see congruence between their own values and needs and the segmentation, market messaging and market positioning of the sport car for any marketing campaign to be effective over the long-term.
Sukhdial, Ajay S, Chakraborty, Goutam, Steger, Eric K. (1995). Measuring values can sharpen segmentation in the luxury auto market. Journal of Advertising esearch, 35(1), 9. etrieved October 11, 2008, from ABI/INFOM Global database. (Document ID: 4394190).
Seounmi Youn, Hyuksoo Kim. (2008). Antecedents of Consumer…
Sukhdial, Ajay S, Chakraborty, Goutam, Steger, Eric K. (1995). Measuring values can sharpen segmentation in the luxury auto market. Journal of Advertising Research, 35(1), 9. Retrieved October 11, 2008, from ABI/INFORM Global database. (Document ID: 4394190).
Seounmi Youn, Hyuksoo Kim. (2008). Antecedents of Consumer Attitudes toward Cause-Related Marketing. Journal of Advertising Research, 48(1), 123. Retrieved October 10, 2008, from ABI/INFORM Global database. (Document ID: 1468396781).
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 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.
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.
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.
All these were achieved with immense marketing budgets.
In the current situation when the United States and the world are threatened by an economic crisis, the giant shoemaker continues to sustain an increased marketing budget. A specification that must be made however is that changes in the structure of the budget have occurred. In this order of ideas, the marketing specialists at Nike are more centred on interactive and innovative marketing, rather than traditional marketing operations. In a time of financial difficulties then, the number one shoemaker of the globe is trying to approach the audience using less conventional means. Nike officials argued that they were not in the business of keeping the media companies alive, but that their primary interest was that of best communicating with the audience. In this order of ideas then, the multinational organization drastically reduced marketing budgets for television advertisements and other traditional means and…
Chandler, T., Nike Gets Engaged, Shrinks Traditional Ad Spending. Here's How Copywriters Can Benefit, the Copywriter Underground, 2007, http://copywriterunderground.com/2007/10/22/nike-gets-engaged-shrinks-traditional-ad-spending-heres-how-copywriters-can-benefit/last accessed on October 16, 2008
Lovell, C., Marketing Budgets Cut at Record Rate as Economic Crisis Deepends, Brand Republic, 2008, http://www.brandrepublic.com/Campaign/News/852748/Marketing-budgets-cut-record-rate-economic-crisis-deepens/last accessed on October 16, 2008
McNamara, C., All About Marketing, Free Management Library, 2008, http://www.managementhelp.org/mrktng/mrktng.html . Ast accessed on October 16, 2008
Ford's Product Facing a Deepening Financial Crisis, Daily Times, 2006, http://www.dailytimes.com.pk/default.asp?page=2006 57story_7-5-2006_pg5_30last accessed on October 16, 2008
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
hat types of sports events do they go to? Are they eb savvy? Are they frequent fliers? Once you develop that kind of intimate understanding of your shoppers, you can truly begin to cultivate their loyalties" (Pedersen 1999:1).
On one hand, this may make consumers uncomfortable -- but it may also mean that when a supermarket chain discovers that the majority of its customers have young children, the chain may include a new line of baby care supplies or discounted coupons on diapers bought in bulk. If a credit card company discovers that the majority of its users are not frequent fliers, it may create a new rewards points program that offers different promotional strategies than mere upgrades to first class.
Take for example a promotional strategy whereby Coca-Cola "joined forces with Random House to offer sample chapters of unpublished novels in cases of Diet Coke. The idea was hatched…
Kotler, Phillip & Kevin Lane Keller. (2007).A Framework for Marketing Management.
Third Edition. Prentice Hall.
Pedersen, Stephen. (19 Apr 1999). "The incentives that consumers want:
Build customer loyalty by using consumer data." Brandweek. 1999. Retrieved 5 Mar 2007 at http://findarticles.com/p/articles/mi_m0BDW/is_16_40/ai_54448314
Marketing Case Study
Explain what you think would be an appropriate promotions strategy for both of them. In doing so compare and contrast the two promotions strategies explaining why you think they would be similar or different.
NINE POSSIBLE PODUCT -- MAKET COMBINATIONS
POSSIBLE TAGET MAKETS
GAY MEN O WOMEN
BLACK WOMEN AGED 18-30
NON-LETHAL PESONAL SECUITY PODUCTS
FITNESS / EXECISE PODUCTS
More than one billion adults worldwide are overweight. In the United States alone obesity is responsible for an estimated 300,000 deaths annually. What's interesting is that nearly all of these deaths are preventable through proper exercise and nutrition. As such, fitness is a very contentious issue plaguing many of the developed nations worldwide. Statistics indicate that nearly 33% of all Americas are obese. This bodes very well in regards to marketing as 1 in 3 Americans could use the fitness and exercise related…
1. Swarming the shelves: How shops can exploit people's herd mentality to increase sales." The Economist. 2006-11-11. p. 79-90.
2. Kotler, Armstrong, Philip, Gary. Principles of Marketing. (2011)Pearson education.
3. Joshi, Rakesh, (2005) International Marketing, Oxford University Press, New Delhi and New York ISBN 0-19-567123-6
Sports & Nbsp;(general)
Fund raising Critque
Info: • the format will be according to APA style (typed double spaced) and in four
• parts. Written out as a paper.
is the identification of the article. What is important here is that you provide the reader with enough information about your article so that they will be able to locate the article.
• A Summary. List the main points that the author has tried to establish, i.e. 1, 2, 3 or first, second, third. There normally will be 3 to 5 main points. If you are summarizing a court case you should discuss: What provision of the law was at issue? Briefly state the facts of the case. What legal tests were applied? Were there any unusual elements in the case? Include all major key points of the author. If the author addressed any major concepts or methodology this should be…
Staurowsky, Ellen J. (1996). Women and Athletic Fund Raising: Exploring the Connection
Between Gender and Giving. Journal of Sport Management,10, 401-416.
The captions read "2 Months Later" and, of course, to ensure that the copy was not untruthful, Viator added the advertised product to his regimen in-between the two photographs (Lightsey 2006).
Since the Tryptophan disaster of the 1980s, the Ephedra incidents, and then the steroid scandals among Olympic athletes and well-known American professional sports figures in the late 90s, the U.S. Food and Drug Administration (FDA) has increased regulation of health food products, such as by prohibiting the outright claims to treat or cure any human disease without classification of the product as a drug subject to lengthy clinical trials and proof of safety and efficacy (Halbert & Ingulli 2000).
As a result, all supplement products sold (legally) in health food stores now bear a statement ensuring that "This product is not intended to treat or cure any disease." The problem is, everything else on the label purposely contradicts that…
Belch, G, Belch, M. (1998) Advertising and Promotion: An Integrated
Marketing Communications Perspective. New York: Irwin/McGraw-Hill.
Friedman, L. (2005) a History of American Law. New York: Touchstone.
Halbert, T., Ingulli, E. (2000) Law & Ethics in the Business Environment. Cincinnati: West Legal Studies. Lightsey, D. (2006) Muscles, Speed & Lies: What the Sport Supplement Industry Does Not Want Athletes or Consumers to Know. Guilford, CT: Lyons
The target store included various types of merchandise, such as electronics, music and video (DVDs and CDs), beauty products, clothing and shoes and automotive parts.
Additionally, the target stores also included a food department, mainly with non-perishable items. There are two main factors differentiating the target store from the Wal-Mart store previously analyzed, in terms of products. First of all, the Wal-Mart store did not have a food department, residing only on non-food items. On the other hand, the quality and especially the image of the products offered in the target store may be considered superior to that of Wal-Mart's. One of the relevant examples in this sense is the fact that the target store is relying consistently on brand strategy, signing important designers like Liz Lange, for example. With a solid discount component aimed at lower income categories, the store had the capacity to attract consumers from…
1. Wikipedia - the free encyclopedia at http://en.wikipedia.org/wiki/Wal-Martand http://en.wikipedia.org/wiki/Target
2. The Wal-Mart website at http://www.walmart.com/
3. The Target website at http://www.targetcorp.com/targetcorp_group/investor-relations/investor-relations.jhtml?url=http%3A//www.corporate-ir.net/ireye/ir_site.zhtml%3Fticker%3DTGT%26script%3D410%26item_id%3D751558
In practical terms, there is very little difference between Gatorade and PowerAde. Both are forms of dietary supplements which often pose an unknown source of danger for individuals growing up to be sportsmen. All the growing up sportsmen should be educated on the subject as they are likely to face troubles in their life later, otherwise.
Many products that are marketed provide good returns for the marketing organization, but little benefits for the user.
The products are sports drinks and they are promoted with the images of sportsmen and Michael Jordan appeared on Gatorade bottles, but he did not get the benefit of having his own flavor. Now there is a new favorite of the sports world, and he is LeBron James, and his image will be the advertising for PowerAde's Flava 23. When the flavor was selected, James was a part of the process. The process took…
Anemia and Blood Boosting. Sports Science Exchange. Vol: 14; No: 2; 1998. Retrieved from http://www.gssiweb.com/reflib/refs/276/sse81.cfm?pid=38 Accessed 21 September, 2005
Davis, Jeanie, Lerche. Sports Drinks Go Way beyond Gatorade. 19 April, 2002. Retrieved from http://my.webmd.com/content/article/18/1676_55034.htm Accessed 21 September, 2005
Dietary Supplements. Retrieved from www.wolverineaquatics.com/New/parents/Articles%20for%20parents/Dietary%20Supplements.doc Accessed 22 September, 2005
Gibala, Martin. J. The Role of Protein in Promoting Recovery from Exercise. Retrieved from http://www.gssiweb.com/reflib/refs/692/sports_science_news_protein.cfm?pid=38 Accessed 21 September, 2005
Known in local market
Known in local market
Known in local market
Costs of selling in channels
Premiums not work product
Too high priced
Qualty at times questionned
Vertical markets including wildlife reserves
Lack of service
Core Competency Comparison
Projected Market Growth/Market Share Objectives
The following market growth and market share objectives for the company given the focus on growth in wholesale seafood processing:
1. To generate an incremental $500,000 in revenue through the sale of uniquely packaged bait to commercial and recreational fisherman.
2. To obtain distribution agreements with three local distributors stressing the unique nature of the…
2004 Seafood Processor's Conference: http://www.agctr.lsu.edu/seafood/activities/extensionprojects/conference.htm
DataMonitor (1998) -- Fish and Fish Products Industry Report. London, UK.
Gunn, E.A., Millar, H.H., Newbold, S.M.. "Planning Harvesting and Marketing Activities for Integrated Fishing Firms Under an Enterprise Allocation Scheme. " European Journal of Operational Research 55.2 (1991): 243
Michael Hartnett. . "Seafood Sails Again. " Frozen Food Age 1 May 2007: 18-19. ABI/INFORM Global. ProQuest.
Another way to increase the market share could materialize in product developments. This would ensure that the number of customers increases as the product offering becomes more diversified and is able to suit more tastes. Sales would immediately boost up, in part due to the promotional strategies, but the growth must be sustained even after the promotions are over. The reason for this specification is that several companies registered record sales during promotional periods, but the revenues were unsustainable in normal periods.
Constant communications with the final consumers and the retail customers would also help in identifying newer needs and trends. The satisfaction of these demands would eventually lead to more buyers and a significantly higher market share.
Improve customer relations good relationship with the customers, both end consumers as well as retail customers, is the key to a successful corporate outcome. In order to improve it, the company could…
Hays, C.L., 2004, the Real Thing: Truth and Power at the Coca-Cola Company, Random House, ISBN 037550628
Lloyd, M.E., 2008, Coca-Cola CEO: 2nd Half '08 to Remain Challenging in North America, CNN Money, last accessed on July 18, 2008
2008, Official Website of the Coca-Cola Company, http://www.thecoca-colacompany.com , last accessed on July 18, 2008
2008, Ansoff Matrix, Strategy Vector Model, http://www.strategyvectormodel.com/index.php?option=com_content&view=article&id=56&Itemid=62last accessed on July 18, 2008
Likewise, McCain (2003) reports that, "The United States is a dog-loving nation. The American Veterinary Medical Association says about 36% of U.S. households own dogs, compared with 31% that own cats. The most popular breeds, the American Kennel Club says, are Labrador retrievers, golden retrievers and German shepherds" (2). According to the Southwest Boston Dog Owners' Group (2007), "The number of licensed dogs in Boston is 8,500; Animal Control estimates the total number of dogs in the city is 40,000" (Petition to Boston City Council and Mayor's office 4).
The results of the 2000 census of Boston showed that the city enjoys a healthy percentage of middle- to upper-middle class residents as shown in Table ____ below.
2000 Census Breakdown of Household Incomes in Boston.
Less than $10,000
10,000 to $14,999
15,000 to $24,999
25,000 to $34,999
35,000 to $49,999
50,000 to $74,999
Barker, Randolph T. (2005). "On the Edge or Not? Opportunities for Interdisciplinary Scholars in Business Communication to Focus on the Individual and Organizational Benefits of Companion Animals in the Workplace." The Journal of Business Communication 42(3):299.
Boston Housing Authority: Elderly & Disabled Housing Program Pet Policy. (October 1, 2000). Boston Housing Authority. [Online]. Available: http://www.bostonhousing.org/pdfs/OPS2003ElderlyPetPolicy.pdf .
Dennick, Reg and Kate Exley. Small Group Teaching. New York: RoutledgeFalmer, 2004.
Goldberg, Jonah. (2002, December 9). "Man Bites Dog: The Axis of Evil Takes on Canines," National Review 54(23):37.
Also, more Swiss-based companies now have an American audience, since snowboarders are able to order their gear over the Internet, and compare prices as well as see what European manufactures have to offer them.
Although Burton sets the industry standard, it may be threatened by F2 and Prior's attempt to corner the edgy marketing base that made up the core of snowboarding, while other companies like Coiler might attempt to corner emerging aspects of the market, like women ("A complete list of links," 2007, About.com). Also, it must remain competitively priced, given that the Internet makes it easier for consumers to price-shop. Conversely, as snowboarding becomes more popular and more general sports companies sell gear, people seeking customized boards may be able to buy their gear closer to home.
"A complete list of links to freecarve, alpine and carving snowboard companies and manufacturers." (2007). About.com. Retrieved 19 Feb…
"A complete list of links to freecarve, alpine and carving snowboard companies and manufacturers." (2007). About.com. Retrieved 19 Feb 2007 at http://snowboarding.about.com/cs/carvingcompanies/index.htm
Student Research." Burton.com. Retrieved 19 Feb 2007 at http://www.burton.com/Company/companyboardmuseum.aspx
S. Navy has an excellent product mix as they are working to attract, recruit and retain key members of each position segment they have. The recruitment of the most highly skilled areas including nurses and physicians is the most pressing and requires the greatest level of consultation and one-on-one recruiting effort. The recruitment of Naval physicians is a critical need; it's clear from its position on the website and often there are face-to-face discussions and recruitment efforts on the part of the U.S. Navy to gain physicians directly into their branch of the service.
How is the product (good and/or service) of the organization you are auditing, currently distributed?
The U.S. Navy distributes it current set of recruitment offices throughout 26 American cities, which are accessible from the following Website: http://www.cnrc.navy.mil/.The focus of each of the 26 city sites is on tailoring the recruitment process to regionalized needs…
Friedman (2005) - Thomas R. Friedman, author. The World is Flat. Farrar, Straus, and Giroux. New York, NY. Published 2005
Guided Selling (2001) - Defining your direction in guided selling AMR Research Report. November 1, 2001. Retrieved from the Internet on June 3rd, 2007 at http://www.lwcresearch.com/filesfordownloads/DefiningYourDirectioninGuidedSellin.pdf
Judd (1987). "Differentiate With the 5th P: People," Industrial Marketing Management, Vol. 16 (1987), pp. 241-247.
Johansson and Nonaka (1987). Johnny K. Johansson and Ikujuro Nonaka. Market Research the Japanese Way. Harvard Business Review. May - June, 1987. Pg. 34-45.
Then, when the automobile replaced the horse and buggy, they had to change in order to remain competitive. This meant that they would build many of the bodies used in the automobile industry. To this day, any Cadillac that is manufactured has a body that was constructed by Fisher. (Glaser, 2001) Had managers and executives not realized this fact, the company would have changed to late. Those who embrace change will remain a dominate force in the industry well into the future. While, those who ignore change, will face the precarious position of: having no future market and being to late to adapt. This is the point that many business will often disappear, because they did not embrace changes. (Glaser, 2001)
From your experience, general knowledge and some research of your own, identify and explain how one other company used any aspect of marketing to sustain itself.
A good example…
Glaser, T. (2001, April 19). Marketing Makes the Cash Register Ring. St. Petersburg Times.
Gornoos, C. (1984). A Service Quality Model and its Marketing Implications. European Journal of Marketing, 18(4). 36 -- 44.
Iacocca, L. (1985). Iacocca: An Auto Biography. New York, NY: Double Day Press.
The approach Sony continues to take is one of concentrating on continual process improvement to become more agile and resilient in the face of environmental factors (Olenick, 2010) while at the same time seeking to comply with national requirements for sustainability and green initiatives including supply chain compliance (Svensson, 2009).
Legal Factors -- Sony has a culture that embraces learning as a virtue, and continually strives to gain insights from the experiences of other Japanese companies and their legal and regulatory lessons learned. The case mentioned earlier of Toshiba Machinery Company and their sales of unauthorized milling machines to the ussians decades ago still is a foundational element of Japanese ethical training for managers (Ohishi, Naoto, 1993). As the United States and other western nations have continually seen the level of compliance and reporting escalate up through government edict, Sony has continually had to increase its focus on contract management…
Marketing of Small and Medium Sized High Tech Companies. Journal of Euro - Marketing, 12(2), 5-27.
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Luis J. Callarisa Fiol, Miguel a. Moliner Tena, & Javier Sanchez Garcia. (2011). Multidimensional perspective of perceived value in industrial clusters. The Journal of Business & Industrial Marketing, 26(2), 132-145.
They handled the situations in case the way they did in order to improve customer experience and increase their loyalty.
This behavior is supported by Nordstrom's management that encourages its employees to exceed their job requirements when assisting customers. From this point-of-view, there are numerous differences between Nordstrom and most of its competitors. For example, Sears is one of the department stores that do not seem to pay that much attention to the quality of customer service. Sears' merger with Kmart was supposed to improve customer experience, but the numerous complaints from customers reveal a different situation. Customers complain about the modifications made within the stores, which confuse them, and make it difficult for them to identify the products they are interested in. Also, customers complain about the fact that the staff at Sears is not able to properly assist them.
3. The retailing mix used the company ensures the…
1. Howard, T. (2005). Viral Advertising Spreads through Marketing Plans. USA Today. Retrieved February 23, 2001 from http://www.usatoday.com/money/advertising/2005-06-22-viral-usat_x.htm .
The marketing planning revolves around three major concepts the swimming pool organization must consider: the segmentation criteria applied to the audience, the identification of the target market, or markets, and finally, the positioning of their products and services.
There are numerous criteria used to segment the market and identify those particular groups of individuals to which to address the service. The most relevant criteria include demographics, income or personal preferences and capabilities of the individuals in the segment (Brown, 2007). But the selection of the most relevant segmentation criteria must be made relative to the type of activity conducted by the organization. In this order of ideas, the segmentation criteria most relevant for the swimming pool company revolve around:
Financial capabilities of the customer - regardless of them being corporate or individual clients, they must all be able to pay the fees for the cleaning, repairing or…
Acuff, J., Wood, W., 2004, Relationship Edge in Business: Connecting with Customers and Colleagues when it Counts, John Wiley and Sons Incorporated
Brown, a., 2007, What is a Market, University of Delaware, http://www.udel.edu/alex/chapt9.html , last accessed on March 10, 2008
Finney, a., 2008, Alternatives to Chlorine for Swimming Pools, About.com, http://swimming.about.com/od/allergyandasthma/a/cl_pool_problem_3.html. Ast accessed on March 10, 2008
Mathis, R.L., Jackson, J.H., 2005, Human Resource Management, South-Western
Mass marketing is differentiated from target marketing, in that the target customer is pretty much everybody. A firm that has a target market will either have all of its sales, or a significant portion of them, in an specific identifiable group. Thus, the product should span across race, gender, age and geography. Such a product's target market would be better understood in terms of who doesn't buy it than who does. Wal-Mart would be a good example of a mass market retailer, based on their size, their geographic spread, the wide variety of products that they sell and the ubiquitous nature of many of those products -- many mass market retailers target very broad groups (Investopedia, 2015).
A mass market product, therefore, would be a product that broadly appeals. I will go with Charmin. The target market for Charmin is almost everybody. There are only a few groups that…
Coca Cola Company (2015). The Coca-Cola system. Coca Cola. Retrieved June 13, 2015 from http://www.coca-colacompany.com/our-company/the-coca-cola-system
Investopedia (2015). Definition of derived demand. Investopedia. Retrieved June 13, 2015 from http://www.investopedia.com/terms/d/derived_demand.asp
Investopedia (2015). Mass market retailer. Investopedia. Retrieved June 13, 2015 from http://www.investopedia.com/terms/m/mass-market-retailer.asp
New Zealand Transportation Association (2013) Blazed -- drug driving in Aotearoa. YouTube Retrieved June 13, 2015 from https://www.youtube.com/watch?v=P8KAaf45g5U
A comparison between two major department stores, Nordstrom and Wal*Mart can illustrate the concepts of pricing and distribution. The research shows that both Nordstrom and Wal*Mart use pricing and distribution strategically, but with different means, methods, and end results.
Pricing and distribution are integral parts of an overall marketing strategy. Pricing refers to the cost of the item, and is related to product positioning, perceived value, and the profitability of the company. Distribution refers to the methods by which the company delivers its goods and services to the consumer, and signals how consumers first come into contact with the items for sale. A comparison between Wal*Mart and Nordstrom helps to illustrate the interrelated concepts of pricing and distribution. Nordstrom and Wal*Mart are both major department stores that depend on strategic pricing and distribution strategies. However, their pricing strategies are completely different. Nordstrom lures customers with perceived quality and status,…
Bertini, M., and Wathieu, L. (2010). How to Stop Customers from Fixating on Price. Harvard Business Review Vol. 88 (May), p. 84-91
Burnsed, B. (2009, August 3). Where Discounting Can Be Dangerous . Business Week. New York. 49.
Florissen, A., Maurer, B., Schmidt, B. & and Vahlenkamp, T. (2001, August). The race to the bottom: When industries deregulate, their managers face unfamiliar challenges. Price wars are often the unfortunate -- and unnecessary -- result. McKinsey Quarterly. McKinsey & Company.
Henricks, M. (2010 November 19). Price-Cutting Peril: Do You Know What You're Doing -- Really? The Debunker. BNet.
Product: a complex of variable exclusive personal assistance services thus able to satisfy different and sophisticated customer needs; good quality of the product supported with several professional degrees, necessity to work out schedule of increasing personal professionalism by attending specific courses, trainings, seminar; establishment of easily recognizable brand name, at first your personal name, afterwards ability to create a little company and designing good marketing campaign;
Promotion: Advertising through the best ways to reach target group: visiting local Chamber of Commerce meeting, obtaining permission to place leaflets and brochures in target sports clubs, in corporate receptions, website, sending e-mail brochures to corporate workers, yellow pages posting, newspaper and magazine advertising; direct brochure delivery to posts in prestigious districts; necessity to obtain reference letters from all the clients to be able to use them in the future; being a public person by visiting many local event of potential interest.
Susan L. Golicic, Teresa M. McCarthy, J. Mentzer, (2003). Conducting a Market Opportunity Analysis for Air Cargo Operations, Transportation Journal, Summer.
Philip Kotler, Principles of Marketing, Prentice Hall Europe, UK, 1999. http://www.bls.gov/ iag/wholeretailtrade.htm
The decision had been to promote it as an aspirational brand using an Italian advertisement dubbed in English, which presented an ambasador's butler offering a huge piled plate of Rocher chocolates to the guests at the party. It seems that what most people disliked about the advertisement was not the actual scene, the party, but the way the English-language soudtrack for the ritish version sounded, as if it had been made in a kitch style transforming the chocolates into ones suggesting "false aspirational" products.
The advertisement had such an unexpected impact that to this day "the concept of a butler wandering around holding a silver tray with a mountain of Ferrero Rocher has become a popular stereotype of diplomacy in general." (http://en.wikipedia.org/wiki/Ferrero_Rocher)Such a marketing failure might have been prevented perhaps, if proper research and understanding of the customer and his way of perceiving certain things had been more thouroghly done.…
Available online.Undated www.virtualchocolate.com/quotes.cfm (accessed)
Available online. Undated < (http://www.lakechamplainchocolates.com/ChocolateConnoisseur/Chocolate-Quotes.aspx)(accessed 2007-10-06)
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Available online.Undated< ( http://en.wikipedia.org/wiki/Ferrero_Rocher )(accessed 2007-10-06)
Marketing Strategy: Travel Today
The focus of Travel Today is to grow its business extensively through i) differentiating its services from those offered by competitors and ii) nurturing clients by understanding and tending to their specific travel needs. e intend to market our brands and services extensively so that clients are aware not only of our existence, but also of our ability to address their specific travel needs and deliver value for their money. Having been in existence for over two decades, we enjoy a more established reputation than most of our competitors. A recent audit into the company's operations revealed that business has been slow for us because of our slow response to changes in technology. Our competitors have built on this inherent weakness to draw competitive advantage. For this reason, our marketing strategy will be focused on three core areas -- offering competitive and reasonable prices to our…
Word-of-Mouth Referrals: the organization intends to retain face-to-face referrals as a primary form of promotion for its brand. The organization will offer initiatives such as discount facilities to clients who successfully refer new clients to the organization. Owing to its heavy reliance on word-of-mouth advertising, the organization will be keen to ensure that it maintains high levels of customer satisfaction by staying at par with changing client needs. Word-of-mouth referrals will also be a crucial way of monitoring customer satisfaction (Ferrell & Hartline, 2012)
Personal Selling: this is a promotional strategy where the organization uses its sales force (its people) to meet physically with the consumer and promote the brand through their specialist knowledge, appearance and attitudes (Ferrell & Hartline, 2012). We will make use of sales agents who will be sent regularly to conference facilities, business meetings, sporting events, and so on to solicit potential clients and obtain first-hand information on what they think of the organization's services in terms of meeting their travel needs. This, the organization reckons, will provide ample opportunities for obtaining first-hand insight on customer needs and expectations (Ferrell & Hartline, 2012). In cases where there is an opportunity of obtaining a large order, the organization's top management may go out personally to show the potential client just how much the organization values them.
Events: the organization will promote itself and its brand through expositions and trade shows both on the local and national fronts. This will create ample opportunities for us to not only make our brand known to potential clients, but also interact physically with clients
Marketing / Business
Grade11 Marketing / Business Activity
Activity 1: Braun Pocket Radio
Entertainment has always been the most integral and essential part of lives of people regardless of the demographics, socio economical backgrounds, or age groups. The form of entertainment has evolved over a period of time with the evolution in technology. One of the most common and popular form of entertainment is music. Music lovers exist around the world and in every age group. hile the music listening equipment dates back to the huge gramophone and radio, with the evolution in technology and industrial revolution, smaller and more portable equipments were invented. There came a time when the bigger equipments were replaced by the small portable radios.
Talking about the 1960s, it was known as one of the first most hip fashion eras. The fashion scene was influenced by major fashion hubs around the world. Besides clothing and…
Abraham Maslow -- Maslow Hierarchy of Needs. Ict-learning now. 11 November 2010. Web. 10 January 2011.
1960's Braun Products Holds Secret to Apple's Products. Gizmodo. 14 January 2008. Web. 10 January 2011.
Rewind the Fifties. Loti.com. Web.10 January 2011.
Apple Classics and their 1960s ancestors. Guardian. 16 January 2008. Web. 10 January 2011
Without this, the revenue potential for the truck will be diminished.
As the product is essentially self-distributing, it is worth considering that we also need a vehicle to haul the food truck around town. The truck is a self-contained unit, but it may require driving. To that end, we will need to either ensure that our food truck is self-driving or if using a trailer that we acquire a truck to drive it. Depending on the city bylaws, we may need to move the cart frequently, multiple times per day. Thus, we need to have reliable transportation for the truck.
Additionally, distribution is naturally going to be governed by local ordinances. Distribution and opening hours are closely related. As a result, it is important that Yats is able to secure permits for various locations that will allow the truck to maximize its opening hours. The timing of the permits is…
Marketing Case Study hermaCare
What are possible target audiences for hermaCare? In what buyer-readiness stages will these target audiences be.
he potential target audience for hermaCare would include several segments of the buying population. One would be women who experience menstrual pain and back pain that accompanies menstruation. Another would be athletes who normally suffer muscle pain. Another segment would be the population of seniors who have trouble with aching joints, such as people suffering from arthritis.
Because the product is innovative with no competitors, the target audience is in the awareness stage of buyer-readiness. he advertising agency will have to make the target market aware that the product exists and educate the audience as to the benefits of using hermaCare.
What issues will the advertising agency face in designing messages for the selected target audiences. What message "theme" or "headline" summarizes the positioning that you'd recommend for hermaCare?
The integrated promotion strategy would be to identify who exactly would be the target market. This information is probably available in house from the sales of more conventional pain relievers such as P&G's Aleve. The next would be to educate and make the target market aware of ThermaCare's existence and the studies done by P & G's research team that states that extended heat therapy significantly greater pain relief (68%) on day one of treatment when compared to placebo.( http://www.pg.com/frameset_fs.jhtml?frameURL=http://www.pghsi.com ).
This can be done by television, but mainly in print media such as Prevention Magazine, sports magazines, women's magazines and senior's magazines. A dollars-off coupon can be included in the advertisement to entice consumer's to try it. Direct mail can be used to specifically target people found in P&G's database of pain-reliever users. A sample of ThermaCare can be included in the mailing, along with manufacturer's coupons.
To obtain feedback, P&G can offer a free sample or even regular package of ThermaCare for customers who take the time to fill out and mail in a postage-paid questionnaire. The same offer can be placed on the website as well.
Nike has a steady new product pipeline and any one product can fail miserably, but Blizzard has long lead times and needs every new product to be a hit, otherwise its subscriptions will dry up. Gamers will not have enough loyalty to wait another ten years for the next iteration to give the company another try.
As a result, Blizzard is forced to have a much stronger emphasis on managing products. The products need to be finely managed, and this is why the company gives more leeway to its developers. Nike can afford a miss, but Blizzard cannot. Thus, even though Nike employees are active people, the company relies more on its marketing department to drive product development, while Blizzard very specifically relies on its engineers.
The approach that each company has taken with respect to developing and managing products has worked well for each firm. It is hard to…
Cendrowski, S. (2012). Nike's new marketing mojo. CNNMoney. Retrieved November 21, 2012 from http://management.fortune.cnn.com/2012/02/13/nike-digital-marketing/
Mourdoukoutas, P. (2012). Why Nike's buzz marketing strategy is riskier than Red Bull's. Forbes. Retrieved November 21, 2011 from http://www.forbes.com/sites/panosmourdoukoutas/2012/10/18/why-nikes-buzz-marketing-strategy-is-riskier-than-red-bulls/
Takahashi, D. (2008). Q&a with Paul Sams, Blizzard Entertainment's Chief Operating Officer, on post-merger life. Gamesbeat. Retrieved November 21, 2012 from http://venturebeat.com/2008/08/18/qa-with-paul-sams-blizzard-entertainments-chief-operating-officer-on-post-merger-life-2/