Sports Marketing Essays (Examples)

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Components of Sport Marketing and

Words: 2675 Length: 9 Pages Document Type: Essay Paper #: 17471111

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…… [Read More]

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.

Larengectomy
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Marketing Strategies of the London 2012 Olympic Games

Words: 1893 Length: 7 Pages Document Type: Essay Paper #: 94405512

Marketing Strategies London 2012 Olympic Games

Similar to the rest of the world, the United Kingdom has been faced with the devastating effects of the internationalized economic crisis. But as the crisis continues to unfold, the country moves on to address its other issues as well.

One of these issues is represented by the fact that the country's capital would represent the host of the 2012 Olympic Games. The preparations for organizing such an event are currently undergoing and they involve a series of efforts, resources and commitments.

The hosting of the 2012 Olympic Games is both an opportunity, as well as a challenge for the organizers. At this level, the process would be assessed from the marketing perspective and recommendations would be formulated based on the specifics of the problems identified.

Issues and problems

London would be hosting the 2012 Olympic Games and it is as such presented with…… [Read More]

References:

Fullerton, S., 2009, Sports marketing, 2nd edition, McGraw Hill

Hoyle, L.H., 2002, Event marketing: how to successfully promote events, festivals, conventions and expositions

Mills, G., 2002, Retail pricing strategies and market power, Melborne Univ. Publishing Schlossberg, H., 1996, Sports marketing, Wiley-Blackwell

The London 2012 Olympic Games case
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Marketing Financial What Is the

Words: 2021 Length: 6 Pages Document Type: Essay Paper #: 18990992



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…… [Read More]

Works Cited

"ABA" Hoopedia: NBA. May 22, 2009.

http://hoopedia.nba.com/index.php?title=ABA_(1967-1977)

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
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Marketing Plan for a Sport

Words: 2230 Length: 8 Pages Document Type: Essay Paper #: 21871832



All legal stipulations in regard to the usage of licensed and branded merchandise would be respected.

8. Sales

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.

9. Sponsorship

Three sponsorships contracts are to be signed -- they have already been negotiated and they would be completed as the project is launched.…… [Read More]

References:

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
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Marketing and Sales Strategies for

Words: 1686 Length: 5 Pages Document Type: Essay Paper #: 86161639

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).

Conclusion

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…… [Read More]

References

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.
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Marketing Causes Marketing Using Cause-Related

Words: 590 Length: 2 Pages Document Type: Essay Paper #: 66769803

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.

My Critique

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…… [Read More]

References

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.
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Marketing Plan a Sports Enterprise E G Professional

Words: 2136 Length: 8 Pages Document Type: Essay Paper #: 4305230

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.

Marketing plan

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…… [Read More]

References:

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
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Marketing Strategy a College Athletic Department I

Words: 963 Length: 3 Pages Document Type: Essay Paper #: 61135602

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…… [Read More]

Work Cited

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
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Marketing Sports Activities

Words: 2485 Length: 9 Pages Document Type: Essay Paper #: 81972028

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…… [Read More]

References

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.
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Marketing of NBA

Words: 1828 Length: 4 Pages Document Type: Essay Paper #: 4960225

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…… [Read More]

References

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
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Marketing Changes and Implications to Chinese Businesses by Olympic Games 2008 in Beijing

Words: 1173 Length: 4 Pages Document Type: Essay Paper #: 28180348

Marketing Chinese Businesses

Implications and Impact of Olympics 2008

The purpose of this work is to research and render citations in relation to implications and possible impact to local businesses in China's City of Beijing, host city for the 2008 Olympics.

The host city for the 2008 Olympics is Beijing, China. Beijing is China's capital city and was awarded the right to host the 2008 Olympics on July 13, 2001 in Moscow. The opportunities are unbounded and from all reports the Chinese people are excited and honored to be hosting the Olympics. 94.6 of the Chinese people support the hosting of the Olympics in Beijing according to a poll conducted by the Beijing 2008 Olympic Games Bid Committee (BOCOG).

Literature eview:

According to a Beijing 2008 Marketing eport: "For Chinese firms, the Olympic Games provide an honorable opportunity to ... demonstrate their strengths in key technologies, products and services. .…… [Read More]

Researchers Work for High Tech Beijing Games in 2008 (nd) Poeples Daily online available at: http://english.people.com.cn/20040710_149138.html

China's Cultural Revolution (2004) Zions Bank Tea Leaf 3 Nov 2004 [Online] available at: http://www.zionsbancorporation.com/zionsbank/tl/tl200410103.html

Ibid.
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Marketing Discuss Product Service Terms Current Target

Words: 1629 Length: 5 Pages Document Type: Essay Paper #: 15517487

MAKETING

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.

Product description

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…… [Read More]

References

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
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Marketing Tobacco Marketing Get Them Young or

Words: 2949 Length: 10 Pages Document Type: Essay Paper #: 8448627

arketing

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…… [Read More]

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).
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Marketing and Branding a Healthcare-Related Product Marketing

Words: 1634 Length: 6 Pages Document Type: Essay Paper #: 27450979

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…… [Read More]

References

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.
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Marketing Vice President Coca-Cola Bottlers of Southern

Words: 580 Length: 2 Pages Document Type: Essay Paper #: 99623076

Marketing Vice President

Coca-Cola Bottlers of Southern California

Reaching the affluent, sports-minded markets of Southern California with a coordinated and excellently executed marketing campaign that communicates the refreshing taste and fun times Coca-Cola products has never been more cost-effective. By partnering with the Los Angeles Angels of Anaheim, Coca-Cola can now reach 1.9 million residents of the Southern California market, where high per capita incomes and active lifestyles are the cornerstones of this vibrant economy (1). You will also be able to use our state-of-the-art analytics to gain insights into Coca-Cola brand loyalty in this lucrative market.

Consider these facts about the markets that the Los Angeles Angels of Anaheim connects with on a weekly basis during the baseball season -- and how ideal they are for regional Coca-Cola advertising strategies:

According to MLB statistics the average fan consumes 4 beverages a game, a remarkable opportunity to gain mind-share and…… [Read More]

The Los Angeles Angels of Anaheim and Coca-Cola make a great team. With the Angels' many media opportunities, analytics and marketing programs, Coca-Cola can have an exceptionally strong 2011. The Angels' MVP Media Partners' Program has been in development over the last season specifically to meet the unique and demanding marketing needs of Coca-Cola. As a result, the MVP Media Partners Program gives Coca-Cola the best the Angels have to offer in terms of media exposure, coordinated multichannel marketing, support through television and charity event coverage, and use of an executive suite for all 81 home games of the 2011 season.

Our unique combination of services are ideally suited for Coca-Cola, as our many planning sessions have shown that your brand has the potential to gain significant market exposure and market share in the Southern California quickly. Using advanced analytics, we can also define the best possible dates and times for your commercial spots to run on our network as well.

We have the most advanced marketing analytics platform in major league baseball as well. You can use our online systems to track the impact of
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Marketing Case Study Try to Remember the

Words: 743 Length: 2 Pages Document Type: Essay Paper #: 79934622

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,…… [Read More]

References

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.
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Marketing - Nike Company Analysis Nike A

Words: 4320 Length: 15 Pages Document Type: Essay Paper #: 87492630

Marketing - Nike: Company nalysis

NIKE:

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…… [Read More]

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.]

Conclusion

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.
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Marketing Research on Athletic Shoe- Industry the

Words: 1665 Length: 5 Pages Document Type: Essay Paper #: 50429404

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…… [Read More]

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Marketing Plan Benetton Is a

Words: 3062 Length: 12 Pages Document Type: Essay Paper #: 94269488



Marketing strategy

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.

Competition

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…… [Read More]

Reference List

Annual Report - Benetton. 2008.

A www.benetton.com

Annual Report - H&M. 2007.

A www.hm.com
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Marketing Segmentation for a Sports

Words: 326 Length: 1 Pages Document Type: Essay Paper #: 29624920



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.

eferences

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…… [Read More]

References

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).
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Marketing Channels and Methods

Words: 2664 Length: 7 Pages Document Type: Essay Paper #: 16942492

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…… [Read More]

Works Cited

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.
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Marketing Products the Kind of Product the

Words: 1522 Length: 4 Pages Document Type: Essay Paper #: 92690969

Marketing Products

The kind of product the company will offer

Coffee Time Comprises of the following Sub-Brands

Coffee Time - Fresh & Ground

Coffee Time

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…… [Read More]

References

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.
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Marketing in Healthcare Management Over

Words: 3563 Length: 11 Pages Document Type: Essay Paper #: 47724235

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…… [Read More]

References

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.
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Marketing Budget During Economic Crisis

Words: 2108 Length: 7 Pages Document Type: Essay Paper #: 38850623

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…… [Read More]

Works Cited

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=200657story_7-5-2006_pg5_30last accessed on October 16, 2008
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Marketing Plan for Miller Inc

Words: 6075 Length: 20 Pages Document Type: Essay Paper #: 79496921



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.

External

Opportunities

The…… [Read More]

References

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.
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Sport Promotion Mix Kotler's Promotion Mix Consists

Words: 719 Length: 2 Pages Document Type: Essay Paper #: 65721565

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…… [Read More]

Bibliography

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
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Marketing Ethics Consumers on the

Words: 757 Length: 2 Pages Document Type: Essay Paper #: 49460404

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…… [Read More]

Works Cited

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
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Marketing Case Study Explain What You Think

Words: 1206 Length: 3 Pages Document Type: Essay Paper #: 11966605

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

HANDGUN OWNES

PODUCT CATEGOIES

VACATIONS

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…… [Read More]

References

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
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Sports & Nbsp general Fund Raising Critque Info

Words: 875 Length: 2 Pages Document Type: Essay Paper #: 29823261

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…… [Read More]

References

Staurowsky, Ellen J. (1996). Women and Athletic Fund Raising: Exploring the Connection

Between Gender and Giving. Journal of Sport Management,10, 401-416.
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Marketing - Deceptive Practices Deceptive

Words: 1200 Length: 4 Pages Document Type: Essay Paper #: 74859496

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…… [Read More]

Bibliography

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
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Marketing Retail Store Visit WAL-MART

Words: 1361 Length: 5 Pages Document Type: Essay Paper #: 81450262



2. Products/Merchandise

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…… [Read More]

Bibliography

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

http://en.wikipedia.org/wiki/Store_brand
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Marketing Research in Practical Terms There Is

Words: 2517 Length: 6 Pages Document Type: Essay Paper #: 67296514

Marketing esearch

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…… [Read More]

References

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
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Marketing Plan Atlantic Frost Seafood

Words: 3723 Length: 13 Pages Document Type: Essay Paper #: 87028378



AFS

Cape Seafood

Lund's Fisheries

Marr Pelagis

Northern

Pelagic

Core Strength

Trusted Advisor

Low cost

Price Performance

Premium Quality

Premium Quality

Secondary Strength

Packaging

Known in local market

Variety

Known in local market

Known in local market

Next Strength

Pricing

Pricing

Pricing

Pricing

Pricing

Biggest Weakness

Name Awareness

Too localized

Costs of selling in channels

Premiums not work product

Too high priced

Second Weakness

Distribution

Qualty at times questionned

Supply Chain

Distribution

Distribution

Next Weakness

Vertical markets including wildlife reserves

Variety

Variety

Sporadic delivery

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…… [Read More]

References

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.
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Marketing Orientated Organisation the Coca-Cola

Words: 3004 Length: 10 Pages Document Type: Essay Paper #: 61024371



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…… [Read More]

References

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
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Marketing Plan for Opening a

Words: 6854 Length: 25 Pages Document Type: Essay Paper #: 32314033

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.

Table ____.

2000 Census Breakdown of Household Incomes in Boston.

Category

Number

Percent

Households

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

75,000…… [Read More]

Works Cited

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.
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Marketing SWOT Analysis Burton Snowboards

Words: 415 Length: 1 Pages Document Type: Essay Paper #: 93540206

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.

orks Cited

"A complete list of links to freecarve, alpine and carving snowboard companies and manufacturers." (2007). About.com. Retrieved 19 Feb…… [Read More]

Works Cited

"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
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Marketing Audit on a Local

Words: 4570 Length: 16 Pages Document Type: Essay Paper #: 6877173

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.

SECTION 3

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…… [Read More]

References

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.
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Marketing Makes the Cash Register

Words: 1010 Length: 3 Pages Document Type: Essay Paper #: 40024119

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…… [Read More]

Bibliography

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.
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Marketing Plan for Digital Camera

Words: 4433 Length: 13 Pages Document Type: Essay Paper #: 55292708

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…… [Read More]

References

Marketing of Small and Medium Sized High Tech Companies. Journal of Euro - Marketing, 12(2), 5-27.

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

Business Line: MARKETING: TV, laptop to lead Sony sales. (2010, December). Businessline.

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.
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Marketing Challenges for Small Businesses

Words: 2788 Length: 7 Pages Document Type: Essay Paper #: 82719217

Marketing Challenges for Small usinesses

This research paper is about building and marketing a small business. While marketing plays an important role in the day-to-day running of a small business it's also about planning for its long-term development, which requires multi-dimensional objectives beyond mere cost-per-sale. The emphasis of marketing is on understanding the diversity of consumer behavior, implementing segmentation strategies, cultivating consumer-oriented definitions of innovations, adopting a policy of continual improvement and exploring every opportunity to broaden their industry. Small business can now compete in a global marketplace with big businesses, thus making a significant contribution to the national economy. The Internet offers small businesses a worldwide structure of business promotion.

Although customers and their needs are the focal point of the marketing process, few companies start with this in mind. Invariably somebody had a good idea for a product or service and this became the initiative to start the…… [Read More]

Bibliography http://www.questia.com/PM.qst?a=o&d=5000517279

Beech, Wendy M. "Crafting Your Sales Technique: With a Marketing Plan, You Can Put Your Sales and Promotion Strategies in Place." Black Enterprise Dec. 1997: 31. Questia. 20 May 2004 http://www.questia.com/.

Beth Cox. Can Blogging Work for Your Small Business. Small Business Computing.com: Online marketing. February 3, 2004. http://www.smallbusinesscomputing.com/emarketing/article.php/3307321

Boden. N. Prof. "The Concept of the Marketing Mix" NetMBA. 18 may 2004.  http://www.netmba.com/marketing/mix/ 

Business Gateway. The seven Ps of Marketing. 18 may 2004. http://www.bgateway.com/factsheet.asp?pageId=1.8.3.9 http://www.questia.com/PM.qst?a=o&d=5001765215
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Marketing Nordstrom Marketing Strategy the

Words: 1466 Length: 5 Pages Document Type: Essay Paper #: 99151912

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…… [Read More]

Reference list:

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.
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Marketing Plan for Swimming Pool

Words: 3893 Length: 15 Pages Document Type: Essay Paper #: 46440147

Marketing Planning

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.

Segmentation

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…… [Read More]

References

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
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Marketing Public Relations and Segmentation

Words: 2747 Length: 8 Pages Document Type: Essay Paper #: 27118545

Marketing

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…… [Read More]

References

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
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Marketing a Comparison Between Two Major Department

Words: 987 Length: 3 Pages Document Type: Essay Paper #: 87564903

Marketing

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,…… [Read More]

References

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.
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Marketing Plan SWOT Before Making

Words: 1932 Length: 5 Pages Document Type: Essay Paper #: 94146191



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.

Price strategy:…… [Read More]

References

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

http://www.marketingteacher.com/Lessons/lesson_swot.htm

http://www.netmba.com/strategy/SWOT/
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Marketing Milka and Ferrero Rocher

Words: 1965 Length: 6 Pages Document Type: Essay Paper #: 26488651

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.…… [Read More]

Bibliography

Available online.Undated www.virtualchocolate.com/quotes.cfm (accessed)

Available online. Undated < (http://www.lakechamplainchocolates.com/ChocolateConnoisseur/Chocolate-Quotes.aspx)(accessed 2007-10-06)

Available online. Undated http://www.milka.ro/milka/page?siteid=milka-prd&locale=roro1&PagecRef=255(accessed 2007-10-060

Available online.Undated< (http://en.wikipedia.org/wiki/Ferrero_Rocher)(accessed 2007-10-06)
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Marketing Strategy Marketing Plan

Words: 1160 Length: 4 Pages Document Type: Essay Paper #: 1787695

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…… [Read More]

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