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Three Different Marketing and Sales Strategies Event Planners May Utilize to Reach Target Markets

Marketing and Sales Strategies for Event Planners Recommended Marketing and Sales Strategies for Event Planners Of the many marketing and sales strategies event planners rely on for reaching target markets and increasing attendance, three that show significant potential for generating results based on current research are discussed in this analysis. All three are reliant on communicating to potential event attendees…

Pages: 5  |  Term Paper  |  Style: n/a  |  Sources: 3


Marketing and Sales Business Functions. In What

¶ … marketing and sales business functions. In what other areas might descriptive research be used? Descriptive research, including observations of consumer behavior (for example 'taste tests') or surveys of consumer behavior (such as questionnaires about consumers' buying patterns) can provide a description of current market behavior of a likely target population of a new product, or provide an explanation of buying patterns to marketing and sales teams designing a new campaign. Descriptive research can provide a record of the number of times something occurs, or frequency of a behavior. (Ryerson, 2005) As it lends itself to statistical calculations such as determining the average number of occurrences or central tendencies, can also be used in observed scientific psychological or biological studies of a human or animal population's behavior patterns. DQ3. What are the differences between a symptom and a problem? A symptom, such as a patient feeling cold all of the time, cannot be fully solved unless the doctor or patient's treatment team at the hospital knows the problem or the symptom's cause. If the person lives in an unheated house in the winter, the symptom of feeling cold can be immediately treated by putting the patient a warm room and getting the patient public assistance for better housing. However, if a person feels cold because they are underweight, the problem can only……

Pages: 1  |  Term Paper  |  Style: n/a  |  Sources: 0


Traditional Advertising and Marketing Agencies Are Changing

¶ … traditional advertising and marketing agencies are changing in order to compete with the new social media. The purpose of this study is to investigate whether, and in which way, traditional advertising and marketing agencies are changing in order to compete with the new social media. Overarching Research question: Is traditional advertising and marketing agencies transforming it in order to compete with the new social media? Specific research questions / hypotheses H1: traditional advertising and marketing agencies are changing their habits in order to compete with the new social media H0: traditional advertising and marketing agencies are not changing their habits in order to compete with the new social media Type of study: This will be a mixed methods study meaning that it will combine qualitative with quantitative methodology. Procedure: QUAL: a cross-sample, longitudinal approach will be conducted where the 15 most prominent offline media will be closely scrutinized in a phenomenological method in order to assess whether changes in their material or approach have occurred over a 30-year period from the 1980s to the present, namely through the growth of the popularity of social media. These writings will be scrutinized for textual themes and researchers will investigate whether similarities exist between the style of social media and the style of these offline material. QUAN: A survey will be conducted where journalists of these offline media outlets will be questioned regarding their fears of competition by online social media and whether they are attempting to transmogrify their form in order to retain their popularity. They will also be questioned regarding their attempts to maintain popularity and an edge in these changing times. The survey will be coded and results will be analyzed via SPSS and a correlation statistic will be performed to test whether association……

Pages: 2  |  Research Proposal  |  Style: n/a  |  Sources: 2


Integrated Marketing Communications Programs (IMC)

Integrated marketing communication is part of a creative process, which is characterized by a communication model (Lisa, 2011). Creative advertising ensures that consumer habits evolve. It involves testing new boundaries of communication, and this will have a positive impact on IMC. A brand is the information that consumers have emotional or imagined association. Tools used to build brands like creative advertising or presentation of goods in supermarket shelves, gives a channel in which delivering brand information is effective. Advertising should include promotional disciplines and through IMC combination, there is certainty that a good customer relationship is maintained. Similarly, message is passed effectively, sales, profit increase, and different IMC strategies are properly incorporated for excellent results. Analysis Advertisement is of great value when incorporated to IMC program, hence should work in combination with IMC. This is because IMC programs include a combination of certain tools, which require communication for customers to be thoroughly informed about the brand or product. The aim of IMC is customer retention, creating and maintaining good customer relationships; for this to be successful advertisement has to be incorporated (Kitchen and Schultz, 2009). Advertisements link marketers, customers and consumers and sometimes allow communication for relevant feedback from both sides. Instant feedback or direct feedback is important as it helps marketers to make appropriate adjustments according to customer feedback. It eventually ensures that the marketer's aim of making profit is achieved. Marketing helps in understanding consumer behavior hence very valuable to IMC, in achieving the target of creating good customer relationships. They will know the needs and wants of customers hence they will know what the communications program will need to change or reinforce. Communication is the major factor in IMC and for communication to be successful advertisement and has to take place through various channels. Communication creates awareness, customer trust with certain brands hence creating good customer relationships. Marketers have branding in their unit, and it is the core of a business because branding drives everything else. Therefore, there must be a close alignment between branding units and marketing communicators for a business to be successful. The real asset of a company is not the brand but the loyalty of customers to brand. A strategic role by marketing is the impacts by specific campaigns, which change the way consumers, think about particular products and sometimes even consider the way these products or services exist (Studies, 2012). There should…

Pages: 4  |  Research Paper  |  Style: n/a  |  Sources: 4


Marketing Discuss the Aspects of the Elements

Marketing Discuss the aspects of the elements of the communication mix include: advertising, direct marketing, sales promotion, publicity/public relations and personal selling.) Define each and discuss the pros and cons of the individual elements. The creation of an effective integrated marketing communications strategy requires the coordination of advertising, direct marketing, sales promotion, publicity and public relations (PR) and personal selling all aimed at a common goal. The greater the level of synchronization across these elements the greater the potential of strategies being effective and goals being attained (Kitchen, Kim, Schultz, 2008). The role of social media has accelerated the need for synchronizing each of these specific components together into a concerted and focused effort (Mangold, Faulds, 2009). With the high need for coordination in mind each of the elements of the communication mix are defined including their strengths and weaknesses. Advertising's strengths include being able to quickly define and sustain a brand's value proposition, be instrumental in launching a new product, define competition position and value, and define the value of products by benefits rather than just features. The cons or negatives of advertising include cost, lack of precise targeting in print-based advertising, and the need to repetitively advertising to see any long-term effects. Direct marketing's strengths include ease of tracking results (Hester, 2009), cost efficiency, control over creative messaging, and fast time to deploy. The negatives or cons of direct marketing is that consumers are beginning to view it as spam, the lack of quality in specific direct marketing programs is hurting the entire industry, and postal costs are again expected to increase which will increase the costs of this strategy. Sales promotion's strengths include the ability to directly impact the initial trial of a product, the ability to create targeted strategies across print and online channels (Wakolbinger, Denk, Oberecker, 2009) and the advantage of precisely targeting the sales promotion to specific audiences. The cons or negatives are first the costs, which can become very high if a product trail is involved. Second, the timeframes for executing sales promotions and the need to keep campaigns running continuously for this strategy to be effective is significant. Third, sales promotions must be tailored to specific audiences to be effective over time. Public relations' strengths include the ability to create a company's reputations relatively inexpensively by building relationships with key influencers, create greater brand awareness through print and online-based PR strategies, and…

Pages: 2  |  Research Paper  |  Style: n/a  |  Sources: 3


Marketing Organic Chocolate Bars the Selected New

Marketing Organic Chocolate Bars The selected new product for development is a line of organic chocolate candy bars which will be branded under the name Everyday. The organic chocolate market currently totals $70.8 million, just a small fraction of the overall chocolate market which is about $6 billion in the United States alone (Organic chocolate booming in U.S.). Given that sales of organic foods will increase by 71% from 2006 to 2011 (Knudson, 2007), the growth prospects for organic chocolate should be equally promising. Rather than establishing a high-end brand like other organic candy companies such as Dagoba, Green & Black, Lake Champlain, Chocolove and Newman's Own, this organic chocolate product line will try to serve as a similar product to popular non-organic candy bars. Therefore, Everyday candy bar types will mimic America's leading selling candy bars, Snickers, Hershey's Chocolate, Reese's Peanut Butter Cups and M&M's, (Beirne, 2006). Our company will position the product line as a healthier alternative to popular candy bars, offering the same favorite flavors and providing more affordability and channel ubiquity than current organic substitutes. The overall goal is to increase the number of consumers who embrace organic chocolates and to also increase the frequency of purchases of organic chocolates. With its lower price than high-end organic brands and similarity to popular candy bars, Everyday should command share similar to the larger chocolate market than the present niche market for organic chocolate. Everyday's mission is to ensure that all foods, including widely consumed candy bars, are healthy, nutritious, desirable and affordable. As such, Everyday will provide organic candy bars made entirely of natural ingredients that are free of artificial fertilizes and pesticides, and that offer the same types of options as leading non-organic candy bars for only a slightly greater price. Our strategy to achieve Everyday's mission and objectives is to focus on product, price, place and promotion. Product: Like our organic competitors, all products will be made with natural ingredients. However, unlike the competition, candy bar types will mimic America's leading selling candy bars, Snickers, Hershey's Chocolate, Reese's Peanut Butter Cups and M&M's, (Beirne, 2006). Price: To increase affordability, price will be $1.75, a point midway between non-organic candy bars which sell for approximately $.75 and high-end organic candy bars which sell from between $2.50 to $4.00. Place: Given lower margins, greater distribution will be key to the product's success. This new product line will…

Pages: 3  |  Thesis  |  Style: APA  |  Sources: 5


Role of Sales and Marketing in the Lodging Industry

Lodging industry, sales and marketing play important roles in the survival of individual lodging operations and the industry as a whole. Indeed, the two work together to create a platform for business success in the industry. At the basis of this, according to O'Neill, Hanson and Mattila (2008, p. 355), is customer equity. This means that marketing is driven by customer-centered approaches, which in turn drives sales. Specifically in the hospitality industry, this means that the relationship between marketing and sales should be investigated to determine the exact drivers of sales in the marketing mix. According to O'Neill, Hanson and Mattila (2008, p. 355), marketing is the direct driver of customer demand. Hence, this is one of the major investments in the lodging industry. According to the authors, marketing and sales expenses average 7.4% of revenues for full-service hotels and 7.9% of revenues for limited-service hotels. Indeed, the sheer volume of these expenses is second only to employee expenditures. There is a close connection between marketing and sales. Marketing means providing potential customers with information about the lodging operation, its features, and its differentiation from other competitors in the market. Sales refers to further marketing features that occur after customers have been gained. Loyalty programs are an example of such expenses. Furthermore, the lodge needs to differentiate itself from others by means of "special" features such as welcome gifts to customers who book in. Sales also refer to the excellence of service provided for customers who have been gained. Great expenses are incurred to ensure that the service and products provided at lodges are excellent. This includes expenses such as training personnel and employing specific personnel to attract further customers and retain existing ones. While marketing is therefore used as an initial customer incentive, sales mean that further incentives are created to retain those who already have experience of the lodge in question. This dynamic, in turn, drives competition and provides the industry with the means of its survival. Market segmentation, targeting, and positioning are also important factors in the marketing process. According to Rudra (n.d.), all markets are made up of segments. This is the result of differential factors among consumer characteristics and their buying behavior. In the lodging industry, this generally relates to budget. Consumers who need lodging are usually those who are on holidays or those who are on business trips. These provide two main segments for…

Pages: 3  |  Research Proposal  |  Style: n/a  |  Sources: 2


IMC Strategy Exploring the Aspects

The downside of promotional strategies are their lack of permanence and relatively quick lifecycles, lack of measures on effectiveness, and long-term timeframes often needed to shut them off (Johnston, Tennens, 2005). Publicity and public relations (PR) are among the most critical aspects of any IMC, in that they share the most relevant and valuable information about a given product or service with the target market of prospective customers. PR looks much easier than it is to do well. The pros of a strong PR campaign as part of an IMC strategy are its ability to create greater name awareness, act as a catalyst of the entire IMC strategy, and also underscore the unique value proposition of the products or services being sold (Johnston, Tennens, 2005). The cons of PR are its imprecise nature, as it will often not be directly applicable to all prospects all the time, it's lack of measurability, and the short lifecycle of this strategy in the context of selling Anantachart, 2004). Personal selling is the most critically important aspect of the IMC strategy as all elements are designed to enable a sale to be made. The pros of having this as part of an IMC strategy are its immediate revenue implications, continued development of customer relationships, and immediate feedback from customers on how a given product or service is meeting their needs or not (Holm, 2006). The downside of personal selling is that it is often very expensive, can take a long time to accomplish on costly products, and requires constant training to enable a sales team to do it effectively. References Anantachart, S. (2004). Integrated Marketing Communications and market planning: Their implications to brand equity building. Journal of Promotion Management, 11(1), 101-125. Holm, O. (2006). Integrated marketing communication: From tactics to strategy. Corporate Communications, 11(1), 23-33. Johnston, M., & Tennens, M.……

Pages: 2  |  Research Paper  |  Style: n/a  |  Sources: 2


Social Media Vis-A-Vis Advertising and Marketing Firms.

¶ … social media vis-a-vis advertising and marketing firms. The idea is that participants will help provide data and narrative regarding how successful or unsuccessful companies, marketing firms, advertising agencies and other organizations have been using social media (Twitter, Facebook, YouTube, and others). What is the anticipated sample size of this survey: what number would be appropriate in putting this material out for responses? How will the number of firms / participants be determined? (Answers: for any credible results regarding a question like this there should be an attempt to survey 200-300 participants because in any survey only a fraction of those approached will agree to cooperate, so there may be only 80 to 100 -- if that -- in agreement to participate. The number will be determined by the accessibility of potential participants. Explain the demographic variables (age, gender, ethnicity, education etc.): (Answer: there are approximately 133,382 ad and marketing agencies in the U.S., according to Manta, and within that number there are 7,701 radio, TV and publishers' ad representatives; so age, gender, ethnicity and education are not relevant categories. What aspects are indeed relevant include the number of clients that the ad and marketing agencies have, the percentage of their revenue that is invested in social media, and how recently they have been marketing their products and services on social media). What population does the sample belong to? (Answer: what is relevant here is the demographics of the visitors to specific social media……

Pages: 2  |  Research Paper  |  Style: n/a  |  Sources: 2


Brand Equity Describe the Roles and Objectives

Brand Equity Describe the roles and objectives of a brand manager and a brand management team Brand, or product, management is the other principal area of corporate advertising and in recent years has become one of the dominant fields of marketing, often driving advertising development. Brand management is usually part of the marketing or sales department. The brand manager concept…

Pages: 10  |  Research Paper  |  Style: APA  |  Sources: 60


Breakfast Is Considered the Important

In addition, the company is motivated to learn and develop new and innovative methods for delivering the products as the consumer requires. This is accomplished by using continuous improvements and efficient technology to produce goods that are well received in the market. The main objective of the company is to generate profits for the company. In addition the company also prides itself in its ability to work across organizational boundaries/levels and break down internal barriers and deal with people and issues directly and avoid hidden agendas. The break-up of products sold by the company are as shown below. The company will also benefit from a push marketing strategy where by the range of products are introduced into the market and the consumer is introduced to these products via the advertisements on various medias available. [4] Conclusion The market for cereal although expanding is threatened by other trends of breakfast options available. Ready-to-eat cereal consumption has grown steadily for nearly a century, offering consumers good value (low cost per serving), convenience (just add milk), nutrition (grains, vitamins) and taste. Kellogg Company has to implement and facilitate a very efficient and aggressive market plan if it wishes to maintain its current share in the market. The market is already well established with key players. It is also very capital intensive and carries a huge public liability for the products it sells. The market that Kellogg can obtain and retain over the years will eventually depend on the product line and the advertisement and marketing techniques used to sell these products. APPENDIX I (all appendices from the web site indicated below) http://ir.thomsonfn.com/IRUploads/5320/FileUpload/2002_KelloggAR.pdf APPENDIX II APPENDIX III brand-building requires great ideas and execution. APPENDIX IV Bibliography Kelloggs.com. Tony the Tiger™. 2003. Retrieved March, 22 2003 from. http://www.kelloggs.com/kelloggco/our_company/marketing_characters/tony.html Compton, W. Dale. The Management of World-Class Manufacturing Enterprises W.D. Compton. Upper Saddle River, N.J.: Prentice Hall, 1997. Kelloggs.com. Advertising. 2003. Retrieved March, 22 2003 from. http://www.kelloggs.com/kelloggco/our_company/philosophy_advertising/index.html Peter, J. Paul, and James H. Donnelly. A Preface to Marketing Management. The Irwin Series in Marketing. 6th ed. Burr Ridge, Ill.: Irwin, 1994. Brady, Chris. Cheerios. 2003. Marshall.edu. Retrieved March, 22 2003 from. http://webpages.marshall.edu/~ewen/cheerios.htm Fischer, Jeff. The Cereal King. Alexandria, Va: Drip Portfolio Report, 1997. Kelloggs.com. Quality Assurance. 2003. Retrieved March, 22 2003 from. http://www.kelloggs.com/kelloggco/our_company/philosophy_quality_assurance/index.html Company Faqs. 2003. Retrieved March, 2003 from. http://kellogg.marketlocator.com/kelloggs/us/kelloggsfaq.nsf/814b914fe65b8def862568f5006b7c1f/5ca216b661aeea2d86256bb50060f8be?OpenDocument…

Pages: 6  |  Term Paper  |  Style: n/a  |  Sources: 0


Social Media and Small Business

¶ … business, from the largest enterprise to the smallest start-up, has to face the continual challenge of staying in touch with customers so to continually earn their trust and business.Social media is the catalyst that is continually changing customer relationships and making 'them more interactive, open, and collaborative. Today's customers have more options than ever before in terms of…

Pages: 10  |  Dissertation  |  Style: APA  |  Sources: 0


Advertising to Sales Promotion Ratio

Marketing-Sales The advertising to sales promotion ratio has changed during the past decade from what was once a 60:40 ratio, to what is now a 75:25 ratio. Reasons behind this change include the fact that it is a much more competitive marketplace overall, and that companies must compete for sales in an aggressive manner. Another measurement to consider is the Lifetime Value of Marketing Model that values the dollars spent on advertising over the life of a particular product, not just the life of the ad campaign itself. "The so-called Lifetime Value of Marketing Model makes a strong case for sharper advertising copy, a higher advertising-to-sales dollar ratio." (Neff 2000-page 4) Most for profit business' consistently study industry trends, and are copiously aware of the costs of producing and selling their product. If studies show that more profits can be generated by spending additional advertising dollars on each sale, then most business' will likely spend those dollars. Another factor to consider as to why the ratio has changed so dramatically is……

Pages: 1  |  Term Paper  |  Style: APA  |  Sources: 1


Managing Advertising, Sales Promotion, Public

Highly selective mailing lists can help marketers better direct their products and services so that consumers are more likely to show interest. For example, a direct mail campaign advertising $50,000 Bentley cars is not likely to have much impact in a rural, middle class section of society. Such advertising might be better suited for people living in million dollar homes…

Pages: 14  |  Term Paper  |  Style: n/a  |  Sources: 0


Integrated Marketing Communication Program

Cafe Adobe Part II Group IMC Program Proposal Component II Integrated Marketing Communication Program Overall Creative Strategy -- Creative Brief The current campaign is rather scattered, with ads running in a local Gay & Lesbian publication, radio ads in the Houston press, website and billboard promotions, localized activities. The objective of any new or enhanced strategy would be to broaden the client base by focusing dollars more on high return promotions. The localized nature of the company means that Cafe Adobe wants to be seen as "THE" restaurant alternative for a broader spectrum: for families dining out and having fun; for Mexican-Americans to have an authentic meal, and for any sporting team, or any adult group to use the restaurant as a place to meet, have a few drinks, eat, and have a good time. Billboards accomplish a great deal of top of mind resonance, and if individuals click on Adobe's website, they are offered free appetizer coupons. Target Audience - the primary target market for Cafe Adobe is adults 21+ with or without families who wish to enjoy a mid-range ethnic meal; ethnic Mexican-Americans who want a night out with authentic food and Spanish speaking staff; and young families wanting a non-fast food experience for their children. Research notes that food is a significant part of the Mexican-American tradition, and even those at the lower end of the economic spectrum will opt for a more authentic atmosphere than fast-food. Cafe Adobe has also made it known that they are gay/lesbian friendly, and welcome people of all persuasions into their "home." 2. Message Theme -- Primary thematic focus is on authenticity (Tex-Mex as well as traditional Mexican dishes) at a reasonable price in a friendly atmosphere. Mi casa e su Casa, the idea that you are being invited into their home to partake of food and drink, and conviviality. Why dine fast-food Mexican when for about the same money you can have freshly prepared and authentic meals? Additionally, with numerous food and drink specials based on seasonal delicacies (e.g. camarones (shrimp) in season; interesting avocado dishes, etc. As well as a large selection of quality tequilas, the restaurant can be a watering-hole as well as a dining spot). 3. Support -- it will be important to showcase the theme through support. Testimonials, taste tests, and pricing comparisons may be used. Continued push at the local-local event market (e.g. neighborhood fairs,…

Pages: 2  |  Marketing Plan  |  Style: n/a  |  Sources: 0


Etextbooks Marketing Plan for E-Textbooks the Intent

eTextbooks Marketing Plan for E-Textbooks The intent of this section of the marketing plan is to define which type of software will be used, the marketing strategy, sales tactics, advertising and promotions and incentives that will be relied on in launching the new venture. E-Textbook Software and Platform It is recommended that the proposed venture participate in the Digital Text Platform (DTP) from Amazon.com, which has online tools available for the creation of e-textbooks from HTML in real-time. Once created the e-textbooks can be uploaded into the Kindle Store and resold there in addition to being resold on individual publisher's sites. This alleviates the need of staying up-to-date with each version of Adobe Acrobat or comparable digital content application. In 2009 Amazon.com launched the Kindle DX which has a 9.7" display, global wireless for downloading of most e-textbooks in less than a minute, and orientation support to match how the reader has the Kindle positioned. The greatest benefit however of going with the Amazon DTP Program is the tight integration of the Kindle DX platform to the e-textbook format produced as part of their online publishing process. All of these factors support the decision to partner with Amazon.com and join their DTP program, publishing through their online production tools. Marketing Strategy Approximately 60% of all e-textbook publishers have partners with Amazon.com to have their texts produced for the Kindle DX Platform. As a result Amazon is promoting its site as the premier source of e-textbooks worldwide which is generating traffic to the site from college and university course planners, professors and students. By aligning with the industry leading platform the proposed venture gets a higher level of credibility than if the decision was made to produced PDFs and put them on a website for downloading for example. The Kindle DX platform, with its wide screen, ability to search entire books for key phrases and concepts, and compatibility to the DTP Program standard also ensures a consistent user experience for every customer of the new venture as well. The marketing strategy needs to be then based on attaining credibility as an e-textbook provider rapidly based on an alliance with Amazon and their DTP Program. Second, ensuring a consistent user experience is critically important and that can be attained using the Amazon Kindle DX and Amazon e-textbook program. Third, the e-textbooks need to be authored by experts in their fields so that…

Pages: 3  |  Business Plan  |  Style: n/a  |  Sources: 0


Point of Purchase Pop Advertising

¶ … Purchase Advertising Typically, a point-of-purchase advertising objective falls into one of six categories: developing awareness and improving attitudes, generating trial, stimulating an impulse purchase, remind/repeat purchase stimulation, new usage idea/repeat purchase stimulation or brand differentiation (Liljenwall, 2004). This paper discusses my experience with two of these, generating trial and developing awareness and improving attitudes. My experience generating trials was positive while the attempt to develop awareness was not. Cosmetics companies are very good at generating trails of their products. Most recently, I visited Lancome's makeup counter at Macy's and was offered a free gift set with any Lancome purchase of $29.50 or more. According to Schultz, Robinson, and Petrison (1997), this is an example of a near-pack promotion where an item is offered free or for an additional charge at the point of purchase. These authors mention that near-packs are very effective at generating trial for other items in a product line. I agree with this statement and add that it's very good at getting a shopper who is just browsing to move forward and make a purchase. After seeing the offer on signs displayed above the counter, I bought an item, a moisturizer, which I was only thinking about purchasing, in order to receive the free gift. Furthermore, I discovered that I really like one of the items in the gift set, a Lancome lipstick that I had never bought before and probably would have never tried without the point-of-purchase advertising. As a result, I will probably purchase this item in the future. The advertising was in no way annoying. I viewed it as an unobtrusive offer that would allow me to sample some free products. I would strongly advise marketing executives at cosmetics firms to conduct this type of advertising frequently, changing gift pack items so that consumers try more and more items. Cosmetics have high markups, so getting the consumer to buy additional products is well worth the cost of offering the additional samples. However, I believe the downside of near packs for cosmetics is that consumers may hold off making purchases until a promotion is in place. Recently, my car broke down and I had to rent a car. The rental car agent at Hertz spent a lot of time trying to get me to purchase the company insurance as well as a costly prepaid gas option where I would purchase a tank……

Pages: 2  |  Essay  |  Style: n/a  |  Sources: 3


Marketing Plan for Du Maurier Cigarette Brand Imperial Tobacco Canada

Marketing Plan for DuMaurier Cigarette Brand - Imperial Tobacco Canada Du Maurier Marketing Plan Situation Analysis Market Situation Macro environment Demographic Situation in Canada Economic Situation Political-Legal Situation Ecological Situation Socio - Cultural Situation Technological Situation Competitive Situation Opportunities and Issues Analysis Strengths and Weaknesses Opportunities and Threats Financial Objectives Marketing Objectives Marketing Strategy Target Market Positioning Product Pricing Distribution…

Pages: 10  |  Term Paper  |  Style: MLA  |  Sources: 6


Preparing a Marketing Plan for Terry's Group Novelty Chocolates by Analyzing a Particular Case

¶ … Marketing Plan for Terry's Group (novelty chocolates) by analyzing a particular case Marketing Plan for Terry's Group Terry's Group is a New York-based company, operating throughout the entire world and activating in the food industry by producing high quality chocolate products for over two centuries. Today, the company is integrant part of United Biscuits, which desires to become…

Pages: 6  |  Term Paper  |  Style: MLA  |  Sources: 1


Marketing Mix an Integrated Marketing

Public relations can also help the consumer gain understanding of the company and its message. This is especially important because there is a limit to the believability of advertising messages, with most consumers natural skeptical of anything stated in an advertisement. Effective public relations can overcome this hurdle because the message is not presented in an advertising format and will not be perceived as trying to indicate any specific message. In this way, an overall message about the company can be communicate, but in a subtle way where the consumer is able to come to their own conclusion. Finally, an effective public relations strategy will help to build trust in the company. This will be important in developing a strong relationship with the consumer. The final consideration is how to measure the effectiveness of the integrated marketing communication strategy. Since the strategy is aimed at building relationships with customers and gaining customer loyalty, the main measurement will involve determining the customer return rates. With personal selling providing direct contact with customers, this will be able to be measured and reported by sales staff without the requirement for complicated research activities. It will also be important to utilize concept testing, which is used to "explore the targeted consumer's response to a potential ad or campaign" (Belch & Belch 1999, p. 292). Concept testing will be utilized via focus groups to determine the response of consumers and to ensure that the advertisements and public relations activities communicate the desired message. Finally, surveys of individuals in the target group will be completed periodically to determine how the company is perceived by the target market. References Belch, G.E., & Belch, M.A. (1999). Advertising and Promotion. Boston, MA: McGraw Hill. King, S. (1991). Brand-building in the 1990's. Journal of Marketing Management, 7, pp. 3-13. Kotler, P., Armstrong, G., Brown, L, & Adam, S. (1998). Marketing. Englewood Cliffs, NJ: Prentice Hall. Kotler, P., Chandler, P., Gibbs, R., & McColl, R. (1999). Marketing. Englewood Cliffs, NJ:……

Pages: 5  |  Term Paper  |  Style: n/a  |  Sources: 0


Ethics in Marketing There Are a Number

Ethics in Marketing There are a number of ethical issues in marketing today. These range from the messages that advertisers send -- especially to children -- to the ethics of marketing research. Marketers must be aware of all of these different issues, and be guided by high standards of ethics in order to fulfill their objectives without violating prevailing ethical codes. Research Ethics Akaah and Riordan (1989) outline the issues of ethics in marketing research. They point out that there are a number of issues in marketing research, including the preservation of anonymity, the implication of bias and other such issues. There is no external set of standards to which marketers can follow, so in general each organization must set its own standards. The authors note that there are three factors that influence how organization's approach the issue of marketing research ethics -- the extent of ethical problems within the organization in general, top management attitudes about ethics and the role in the organization of the market research department. A code of ethics in the company should be established at the corporate level, and the research department should follow this code, while developing its own standards and guidelines. For example, minors should not be research subjects. Protocols should be followed with respect to informed consent. In addition, there needs to be procedures in place with respect to protecting the privacy of individuals in the research. If the company is to gather personal information, it needs to ensure that information is protected. Another issue is with respect to the payment of research subjects, which can create bias and perverse incentives. Marketing researchers must be aware of these issues and work to mitigate any potential negative outcomes from the work that they do. Children One of the major ethical issues in marketing today is with respect to marketing to children. Children do not have fully developed minds and are therefore subject to marketing pitches to a greater degree than adults. This is not always an ethical issue, but when the product is not good for children -- be it cigarettes or fast food -- it creates an ethical dilemma for the marketer charged with reaching that market. Shrubsole (2012) notes that company's efforts to reach children have become more sophisticated and therefore harder to govern. The problem has become so bad that it is a political issue, and even the United Nations…

Pages: 5  |  Research Paper  |  Style: n/a  |  Sources: 4


Marketing Strategies the Marketing Plan Delivers the

Marketing Strategies The marketing plan delivers the various strategies that All Technology Computer will use to enhance competitive market advantages. The paper discusses the company mission statement and the strategies that the company will use to align its mission statement with its strategic objective. The brand differentiation is an effective marketing tool to enhance marketing advantages and IMC has been…

Pages: 18  |  Marketing Plan  |  Style: n/a  |  Sources: 10


Mochalicious Marketing Plan Marketing Strategy Mochalicious the

Mochalicious Marketing Plan Marketing Strategy Mochalicious The Company Profile Mochalicious Coffee is based in Owasso City, Oklahoma, United States. It has successfully developed its brand image in the local market by providing the top quality coffee at very competitive rate. The company offers different flavor variations and seasonal offerings in its major product line. The Mission Statement of Mochalicious Coffee: Mochalicious Coffee aims to become the most preferred coffee brand in the United States on the basis of taste, variety, and quality of its coffee products as well as through superior customer services. The company also aims to become a strong entity in both operational and financial terms. Marketing Strategies of Mochalicious Coffee Branding Strategies: Mochalicious Coffee manufactures, promotes, and sells its coffee under its own brand name. With the passage of time, the brand image of the company is becoming stronger and more powerful in the Owasso city market. This brand image has become a competitive advantage of Mochalicious Coffee against its industry rivals. ii. Pricing Strategies: Mochalicious Coffee offers a wide range of flavor variations in its coffee product. It has set very competitive price for all variations so that it can effectively encounter the pricing pressures from its competitors. The gradual increase in the prices of Mochalicious coffee products is due to the sudden shift in the raw material, technology, and operational costs in the United States. iii. Distribution Strategies: Mochalicious Coffee has a strong and reliable distribution network across the local market. This network enables it to reach potential markets for the promotion and development of its business. The company pays attractive commission to the distributors and strategic business partners for their useful services. Integrated Marketing Communications and Customer Satisfaction Plan Mochalicious Coffee uses pull strategy to promote its products at different marketing mediums. The company considers customer satisfaction as an equally important source of business promotion in addition to the traditional promotional strategies. It takes feedback from the customers about the quality, taste, pricing, and distribution of its coffee products. The company's integrated marketing communication and customer satisfaction plan follows a well-defined path which contains a number of sales and marketing objectives. These objectives reflect both qualitative and quantitative aspects of the company's performance. Analysis of the Strengths and Weaknesses Mochalicious Coffee enjoys strong brand loyalty and customer appreciation in the local market. It is an operationally and financially stronger entity which has sufficient manufacturing…

Pages: 3  |  Research Paper  |  Style: n/a  |  Sources: 3


Integrated Marketing Communication Plan the

The brochure is interactive and makes provision of video clips, 360-degree products views and useful information on key features that distinguish John Deere's leading lines of riding equipment. Analysis John Deere Company's promotion mix is dependent upon mass selling of its products across various sectors and on a global basis. While the Deere company typically focuses on the agricultural market, it is also focusing on the average homeowner with its new mower line available in some retail stores including Home Depot and Lowes. There is a broad range of target audience for the John Deere company including agricultural, forestry, residential and even toys. The John Deere company positions its products through branding as well as expansion into the retail market most recently. There is a great deal of publicity about the John Deer Company and its products including television, magazine, billboard, and online internet and web marketing. In addition, the John Deere Company has partnered with other large brands for marketing purposes. The marketing mix is one that is evidencing how successful it is through revenue growth for the John Deere company. Deere is expanding worldwide and has a large and loyal base of customers. Conclusion The John Deere Company has a highly integrated and highly successful market mix that reaches many sectors of the economy and many customers in various industries and pursuits. The success is evidenced by the company's revenue increases and its global expansion. References Frazier, Mya (2005) John Deere Cultivates Its Image. Advertising Age. 25 July 2005. Retrieved from: http://adage.com/article/news/john-deere-cultivates-image/104052/ John Deere and NASCAR (2007) Logo Design. Retrieved from: http://www.logodesignarticles.com/2007/02/06/general-articles/john-deere-and-nascar John Deere Launches "Unlock" Website to Preview New Equipment (2011) John Deere News Releases. Retrieved from: http://www.deere.com/wps/dcom/en_US/corporate/our_company/news_and_media/press_releases/2011/agriculture/2011apr6_unlockwebsite.page? John Deere Uses Technology and Hands-On Experience to Reach Customer (2011) John Deere News Releases. Retrieved from: http://www.deere.com/wps/dcom/en_US/corporate/our_company/news_and_media/press_releases/2011/common/2011apr06_mowermatch.page? Munier, Aastroem (nd) It makes 2.0 business sense. The business branding network. Retrieved from: http://aastroem-munier-bbn.com/documents/AMBBN-White-Paper-Web-2-0.pdf Woollston, Gary (2011) Case study: Energy, Engagement, and Direction in a multi-national and multi-product environment. Retrieved from: http://www.ocp.co.uk/_Attachments/Resources/223_S4.pdf…

Pages: 6  |  Marketing Plan  |  Style: n/a  |  Sources: 5


Database Marketing, Sales Force Automation

In a recent survey, Best Practices noted that financial companies often use sales force automation to improve prospects. A financial services company may use sales force automation to successfully improve product lists, leading to sales. In this situation, the techniques have segmented customers, and revenue per salesperson may increase at a double-digit rate (Kaneshige). There are numerous other examples of…

Pages: 8  |  Term Paper  |  Style: n/a  |  Sources: 0


Theoretical Perspective on Advertising

¶ … Advertising and Functions and Objectives of Advertising ADVERTISING The general division in the social sciences in terms of theoretical schools of thought has its own influences in other allied functions of management and social science profession. Advertising as marketing concept has also been a beneficiary of this division in both positive and negative ways hence the term advertisement…

Pages: 15  |  Term Paper  |  Style: n/a  |  Sources: 20


Marketing Analysis AVON

Company Description In business since 1886, Avon Products is one of the world's largest cosmetic companies with over $10 billion in revenue. Avon markets its products using a direct selling model. Through its 5.4 million independent Avon Sales Representatives the company is able to reach consumers in over 100 countries around the world. The company bills itself as "Avon, the…

Pages: 7  |  Term Paper  |  Style: n/a  |  Sources: 6


Advertising and Word of Mouth on Consumer

¶ … Advertising and Word of Mouth on Consumer Decision-Making When Selecting Mobile Phone Service Provider in Kuwait. "Can you hear me now?" Verizon's popular TV advertisement's tag line, "Can you hear me now?" stresses the value of hearing what someone has to say. What happened to Josh Vondran, however, according to Andy Piper (2008) in the article, "Stolen phone…

Pages: 22  |  Research Proposal  |  Style: Harvard  |  Sources: 50


Business Plan for Marketing and Advertising Organization

Business Plan for Marketing and Advertising Organization Creativity Sure Company Description Mission Statement Offers to Customers Organizational Goals Industry Analysis Competition PEST Analysis Marketing Analysis Target Market SWOT Analysis Marketing Mix Business Model and Resources Business Risks and Business Strategy Planning and Financial Considerations The contemporaneous business community is characterized by numerous features, one of the most notable of its…

Pages: 17  |  Business Plan  |  Style: n/a  |  Sources: 10


Nike Women Sporty Jeans

Nike Women Sporty Jeans Marketing Plan: Nike Women Sporty Jean Nike is a significant company in the athletic clothing market. While it is most closely associated with shoes, the company also offers other clothing options for those who need and want work-out gear, running shorts, and other options (Nike, 2012). However, Nike is more than just an athletic brand. The…

Pages: 16  |  Marketing Plan  |  Style: APA  |  Sources: 10


Sales Promotion Product Life Cycle

Sales Promotion and Product Life Cycle The aim of this paper will be to analyze the variation of the promotion techniques, as a component of the marketing mix, across the product life cycle. The thesis of the paper is that the promotion instruments and messages for the customers vary significantly across the product life cycle, as the company is trying…

Pages: 10  |  Term Paper  |  Style: n/a  |  Sources: 0


Marketing Environment: Based on the Specific Source

Marketing Environment: Based on the specific source used, marketing can be described in various ways though it basically refers to the process of planning and executing the formation, pricing, promotion, and allocation of ideas, products, and services to develop exchanges that meet individual and organizational objectives. Notably, this process of establishing a market for products and/or services is dependent on market research. Generally, the marketing process is geared towards the fulfillment of a firm's objectives while providing a means for fulfilling the needs and demands of customers as well as stakeholders. Notably, the fulfillment of the stockholders' and customers' needs is also driven towards providing a means of profit for the organization. Marketing for the Hershey Company: The Hershey Company is largest producer of quality chocolate within the North American region and the worldwide leader in chocolate and sugar confectionary. In addition to chocolate and confectionary goods, the firm's principal product groups include food and beverage enhancers like baking ingredients, and mint and gum refreshment items ("The Hershey Company," 2009). Throughout its global operations, the company functions as a single reportable portion in producing, marketing, selling, and distributing several packages of its variety of products in over 80 brand names. The Hershey Company has divided the selling and marketing of the organization into three different segments i.e. Hershey North America, Global Marketing Group, and Hershey International. These segments are responsible for leveraging the firm's marketing and sales leadership in America and Canada, focus on important strategic growth areas in international markets, and develop capabilities that maximizes on unique customer trends. Notably, the company's marketplace extends from its supply chain to the customers enjoying the goods. Marketing Environment Forces: In its marketing initiatives, the Hershey Company product and services is likely to be impacted by some marketing environment forces. The three marketing environment forces that will impact the firm's marketing of products and services include economic, societal, and technological factors. The societal forces are factors that basically contribute to changing demands for a product or service. The Hershey Company will be affected by societal forces because marketers have the task of providing products or services that the society wants while lessening what they don't want. As a result, marketers are responsible for change products or services based on the changing societal needs. For instance, the society has become increasingly concerned with the need for healthy diet products that contribute to the…

Pages: 3  |  Essay  |  Style: n/a  |  Sources: 3


Societal Marketing Concepts

Societal Marketing Concepts Over the last several years, social marketing has become an important concept that is increasingly utilized to reach out to new customers. This is because this medium has grown exponentially with more people using it as a way to learn about new products and to stay connected with each other. However, the majority of firms claim to…

Pages: 5  |  Term Paper  |  Style: n/a  |  Sources: 7


Impact of Social Media on the Advertising Competitiveness of Small Businesses

¶ … Social Media on the Advertising Competitiveness of Small Businesses Limitation and Delimitation Significance Results and Major Findings Tactics Word of Mouth Communicating with Customers Considerations Implications of Study in Organization Attracting New Customers Right When They want to Make a Purchase Helps Businesses Engage their Customers Helps the Organization to Outsmart their Competition Enables an Organization to Offer…

Pages: 25  |  Multiple Chapters  |  Style: n/a  |  Sources: 15


Mcdonald's Integrated Marketing Campaign This

Noe (2006) further stated that advertisements for food and beverages passes on a message that is powerful enough to trigger consumption of the food advertised and positive emotions linked to food consumption. The message conveyed in the food adverts have the powers to act as real-world primes and lead to corresponding eating behaviors. However, given the types of foods, which…

Pages: 48  |  Dissertation  |  Style: n/a  |  Sources: 48


Marketing - Nike: Company Analysis

" Newsweek. (1998). ] The power of Nike to not only achieve but maintain such a frontrunner status, twice, in the industry is as much due to its creative, useful and fantastic products as it is to its advertising a marketing innovations. For example, brand management is one of the company's many strengths. It is widely known in the advertising…

Pages: 15  |  Research Paper  |  Style: n/a  |  Sources: 20


Sex in Advertising. The Writer

" recent study used two premises from which to develop its and hypothesis. The first premise that advertisers do need to know about responses to what is often referred to as a cheesecake ad. The reason this needs to be understood is the changing times (Jones, 1998). Men and women both are constantly evolving and their belief as to what…

Pages: 17  |  Term Paper  |  Style: n/a  |  Sources: 0


Communication Through Various Advertising Techniques.

Blinded since birth, Scheur states (Enews, 1999), For me, the Internet has been a personal odyssey of discovery as it has allowed me access to information and communication with my clients and my associates. The use of the Internet has made it possible for me to manage SMG as well as to build and turn around complex healthcare organizations, nationally…

Pages: 8  |  Term Paper  |  Style: n/a  |  Sources: 0


Business Marketing Brand Manager Was

Beckman, Kurtz and Boone (1997) further note that market research provides information that identifies marketing problems and opportunities, allows marketing actions to be created, revised and assessed, monitors market performance and improves the overall effectiveness of marketing initiatives. Despite the numerous benefits of collecting, analyzing and applying data to the marketing process, marketers must realize that some data is unattainable…

Pages: 10  |  Term Paper  |  Style: n/a  |  Sources: 0


Role of Information Systems in Marketing

The variance analysis examines the reasons for overages of costs and underages of costs; (Harmon, 2003) (6) Sales analysis -- this is used to examine the distribution of a firm's "sales by region, product, brand, sales territory as well as other matters. (Harmon, 2003) (7) Sales Forecasting -- this is utilized for developing estimates of sales according to product, region, sales territory and other such information. (Harmon, 2003, p. 7) (8) Sales force productivity -- This is utilized in conducting an assessment of the sales force of the organization. (9) Advertising analysis -- this is a method utilized for advertising "effectiveness, media choices and brand awareness." (Harmon, 2003, p. 8) (10) Distribution -- This tool is used for conducting an analysis of channel decisions "from economic and strategies perspectives. (11) Simulation. Simulates decision making under various strategic scenarios. (12) Satisfaction of Customers -- This tool analyzes the issues of the expectations of customer as compared to with outcomes of the product. (Harmon, 2003, p. 8) Data mining techniques are reported to include such as the following: (1) Market Basket Analysis; (2) cluster analysis; (3) decision trees; (4) Query Tools; (5) Neutral Networks. (Harmon, 2003, p. 9) Online Analytic Processing (OLAP) is reported to be a type of analysis tools and tools that can be used to generate reports from large databases. These tools enable the reporting of data that is "partially aggregated…or full reports" and allows these to be stored in a format that is multidimensional and easy to access and analyze. Geographic Information Marketing Applications are reported to include the following stated applications: (1) Customer location -- linking customer behavioral data from the master files, subscription lists, support and warranty claims, transactions history and identity with time and location information. This is powerful information used in mapping and predicting consumer behavior." (Harmon, 2003, p. 10) (2) Geographic market information -- this can be used to link physical maps and marketing data using classification of country, city, ZIP code or Census tract; (3) Marketing activity location -- this links POS transactions, distribution patterns; direct response results; sales forecasts, advertising expense and other information to geographic location; (4) business location -- this labels business facilities on a map that enables a display of retail density, population density, buying power, and media coverage; (5) Marketing resource location -- this links the assets moving to the physical location using GPS from automobiles, trucks,…

Pages: 8  |  Term Paper  |  Style: n/a  |  Sources: 8

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