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Emotional Drivers of Consumer Toward Swarovskis Brand Literature Review

… Emotional Drivers Towards Swarovski's Brand

Emotional Drivers of Consumer toward Swarovski's Brand

Emotional Drivers of Consumer toward Swarovski's Brand

Emotional Drivers of Consumer toward Swarovski's Brand

The standard of living and the lifestyle of the general population in today's time… [read more]

IT Project Management Plan Research Paper

… Project Plan

Project Title: Fun with Learning Mobile App Project

Date of Authorization: July 1, 2012

Project Timeline: August 1, 2012 -- October 15, 2012.

Project Manager: Shelia Moore, -- , [HIDDEN]

Summary Schedule:

A quality mobile application solution will be delivered as follows:

Evaluate current business strategies, social media applications and technical resources. Review all current processes and identify gaps the mobile app solution can fill. (deliver August 15)

Identify both internal and external developers and resources (deliver September 1)

Design GIU and overall app based on current brand standards. Consult marketing department to ensure app is fully integrated with sales functionality and embraces existing communication standards (deliver September 15)

Testing and quality assurance (deliver October 1)

Mobile app launch (deliver October 15)


The vast majority of downloadable branded apps promote large, Fortune 500 businesses. Cost is a factor -- contract app development projects range anywhere from $3,000 to $8,000 or more depending on the complexity of the app. Additional funding is also required for ongoing maintenance and software upgrades. Mobil app development can occur in-house if resources are available. Otherwise, by out-sourcing to an app development company such as Mobile Roadie, Wapple, Net Biscuits, and MobiSiteGalore, Fun with Learning can build and manage a customized iPhone and Android app in a cost efficient way. These types of businesses offer their services for as little as $499 for initial setup for the most simplistic apps, with some technical support packages for under $30 per month.

Care should be taken to ensure that the new app is not a mere repackaging of existing web content. A competent app designer and consultant should be involved in planning to create a dynamic standalone app that will embrace Fun with Learning's intended goals and deliver a quality end product. An estimated expenditure of $10,000 has been established for this project which includes maintenance and support through end of fiscal year. Pending the need for additional resources, education, or consultants additional funds may be required. The targeted ramp-up timeframe for this project is 2.5 months, which allows for timeline adjustments in the event of unexpected findings during the initial evaluation.

A competent project team has been established to accomplish this project. Guided by Mrs. Shelia Moore, Project Manager, all team members will employ his or her unique skill set to see this project through to completion in a timely manner. The following are key principals. Additional personnel will also include a number of subordinate workers and student interns.



The Project Manager is responsible for developing the project. The Project Manager ensures that the project is delivered on time, within budget, and to the required quality standards.

Manage and lead the project team.

Oversees the work of the internal and external resources.

Develop and maintain a detailed project plan.

Project Coordinator

The Project Coordinator will handle all administrative needs.

Coordinate Project Team meetings.

Coordinate and compile monthly update reports.

Technical Coordinator

The Technical Coordinator is responsible for coordinating all initial assessments and… [read more]

Trusted Friends Fast Food Nation Essay

… Before McDonald's success, only toy, candy, and entertainment companies used the 'nag factor' or 'pester power' to encourage children to persuade their parents to buy different products (Schlosser 43). Now, even companies like telephone companies, beer, and sneaker companies cater to children and most major advertising companies have special divisions that focus just on children.

The consequences of McDonald's advertising to children have negative consequences for the health of children and families that cater to children's dietary preferences and how it turns children into hyper-consumers. Children are obsessed with buying things, from food to toys, partially as a result of advertiser's cradle-to-grave efforts. And there is clear evidence that children are affected by advertising, more so than adults. Advertising to children increased the sales of Burger King's version of 'Happy Meals' as much as 300% (Schlosser 45).

Although television advertising remains the most powerful way to connect to children as consumers, the Internet has offered a new array of tools for advertisers like McDonald's to interface with children. Internet advertising, disguised as games, interaction, or 'information,' often does not even feel like advertising. Children can email Ronald McDonald like he is a real person, play games on the McDonald's website, and become involved in the online world of McDonald's even when they are not eating the food.

To remedy the pervasiveness of advertising and to protect a vulnerable population from advertisers, Schlosser supports consumer watchdog groups that advocate bans on advertising directed towards children. However, this would not affect television programming that effectively acts as advertising. McDonald's, Burger King, and other fast food companies often have tie-ins promotions with children's cartoons and movies. This acts as a form of advertising, even though it is not labeled as such. Nor does this eliminate the problem of playgrounds and child-friendly setups within fast food companies.

Banning advertising directed at children does not address the fact that children are watching so much television -- 21 hours a week on average (Schlosser 46). It is hard not to ask: who are allowing children to consume so much television? Who is buying so much fast food for children? Although parents cannot be entirely faulted for the negative developments of consumer culture, they play a clear role. Ultimately, the culture of consumption must change in the adult as well as the child population for fast food companies' influence to become less pervasive in American culture. American culture will have to change, in terms of the way it caters to childhood advertising habits, more so than legislation banning fast food advertising.

Work… [read more]

Should the Free Market System Have Restrictions on It? Term Paper

… Restrictions on the Free Market: The Gateway to Infringing on Successful Business Models and Eliminating Consumer Free Will

In Great Britain, advertisers are not allowed to use children in food ads aimed at young people, as well as in ads… [read more]

Passyn, K., Diriker, M., and Settle, R Article Critique

… ¶ … Passyn, K., Diriker, M., & Settle, R. (2011). Images of online vs. store shopping: Have the attitudes of men and women, young and old really changed? Journal of Business & Economics Research, 9(1), 99-110.

Benedicktus, R., Brady, M.,… [read more]

L'oreal Localized Marketing Messages Essay

… Applying Global Strategies at the Local Level: A Case Study of L'Oreal

As the marketplace continues to become internationalized, some companies are searching for ways to improve their marketing function by identifying opportunities to apply more cost-effective broad-based strategies while… [read more]

Marketing Evaluation of Kraft Foods Website Term Paper

… Kraft Foods

No matter how well-known and successful a company is, marketing the company's products is crucial to continued success. Kraft Foods is no exception. The company is a multi-billion dollar entity which produces many different food brands. Even though… [read more]

Business Ethics Moral Rights in Marketing Essay

… Business Ethics

Over the last several years, the issue of marketing ethics has been increasingly brought to the forefront. This is because there are certain tactics which have been questioned. One of the most notable, is allowing marketers to use… [read more]

Cmo Who Is the Better Leader Essay


Who is the Better Leader for Marketing & Sales: A Man or Woman?


This will be a research project exploring the question: There is evidence to suggest that, although underrepresented, women are well qualified for executive level marketing… [read more]

Key Features of Apple Industry Assessment

… Apple

The consumer electronics industry is highly competitive. Firms compete both as differentiated players leaning heavily on branding, marketing and technological advantage (Toshiba, HTC, Nokia, Sony, Samsung, HP among others) and there are also a large number of cut-price brands, especially in laptops and smartphones. Firms compete aggressively for new business, and for access to critical distribution channels.

There is a reasonable amount of interconnection of the firms. Many companies in the industry have employees who have worked elsewhere, and many employees will leave large firms to start up their own companies if they have a good enough idea. In addition, because many companies specialize in different elements of products, they work together to bring those products to market. Even rivals have done this -- Microsoft and Apple have worked together before, for example. Many OEM suppliers in Asia produce goods for multiple different consumer electronics companies as well.

Apple has tremendous expertise in consumer electronics and marketing, two of the key success factors in this industry. The evidence for this is in the way that Apple has been able to repackage existing products (mp3 players, tablets, smartphones) in ways that hold much more appeal to consumers than the versions of those products on the market. Apple is able to bring these products to market because of its innovative culture. The company has traditionally had a top-down leadership structure around the vision of Steve Jobs, but has moved since Jobs' departure and passing to a model based more on a transformation to collaborative innovation, with more people in the company involved in the innovation process. The current leadership team is making this transformation relatively smooth. Most firms in the industry are not particularly visionary -- only the high end companies are developing product innovations. Many innovations actually… [read more]

How Important Is the Brand Value for a Company Research Paper

… ¶ … Brand Value for a Company

In the modern day setting, economic agents face more and more threats as the levels of national and international competition intensify. In order to address this challenge, the organizations strive to strengthen their… [read more]

Graph in This Exhibit Data Analysis Chapter

… ¶ … graph in this exhibit are based on actual observed data from sales, demand, inventory and purchases. A standard purchase level of 300 a[pears to have been established, with purchase levels adjusted for seasonal sales and demand differences to a maximum of 400 and a minimum of 0. Monthly demand scale numbers also match this seasonal trend, with higher numbers in the months of peak demand and lower numbers in the off seasons. Monthly demand scale numbers were determined by observing the relationship between purchases and sales, though in the table shown the sales figure is calculated by using the monthly demand scale figure divided by ten a s multiplier for the purchase level, such that a demand scale figure of 10 results in a sales level equal to purchases. Inventory is determined simply by taking the previous month's inventory, adding purchases, and subtracting sales; an initial inventory of 2000 was given for the first month of observation. The monthly demand scale numbers are further verified by an analysis of the demand graph, which tracks actual demand levels in each of the months of observation.

Exhibit 2

Seasons were established by grouping months of similar demand and sales together resulting in a seven-month average selling season, a tow month high selling season, and a three-month low selling season; the first table in Exhibit 2 simply breaks down the demand levels for each season, the fraction they represent of total annual demand, and an index of demand level taken by dividing the seasonal demand level by the average level the of demand to determine how much above or below average the demand… [read more]

Security Behavior, a Concept Research Paper

… In common shopping culture, it has been noted that classical conditioning is evident in the use if credit cards. A credit card, it has been shown, can act as a conditioned cue that can effectively trigger an increase in the… [read more]

Marketing Summary Case Study

… Each of the women were interviewed over a three-month period with three to four in home interviews taking between 12 and 15 hours for each subject (Fournier, 1998). Women were chosen as the subjects due to former research indicating they are most likely to display strong brand relationships.

The data was analyzed based on verbatim transcripts using the concept of grounded theory (Fournier, 1998). Initially there was the use of an idiosyncratic approach to identify key issues and themes in each case (Fournier, 1998). This in-depth analysis was followed by a cross person analysis to identify the way patterns may be repeated across the subjects (Fournier, 1998).

Key Findings

The findings indicated that brands were able to created deeply rooted identified that would have strong, ongoing associations with the brand. The quality of the brand relationship was found to depend on 6 associated characteristics; love/passion, self connection, commitment, interdependence, intimacy and brand partner quality (Fournier, 1998). The relationship which emerges is subsequently mediated by five factors; accommodation, tolerance and forgiveness, brand perceptions, devaluation of alternatives and attribution bases (Fournier, 1998). It is also noted that the brand relationships are best understood when considered in the broad brand environment (Fournier, 1998). Overall, the result indicates that concept of consumer relationships with brands may be leveraged highly effectively by marketers.


The research adds to marketing knowledge, it builds on loyalty theory with an alignment between loyalty and brand relationship quality. The work indicates the degree of strength and emotion that can be developed for a brand, and that if a brand is able to develop a significant relationship [read more]

Processing Paradigm Term Paper

… This especially includes those involved in marketing research and product development and their understanding of the psychology of memory.

Memory is the ability of any organism to store, retain, and recall information and experiences. For humans, the idea of memory is seminal with advanced civilization, and in the 20th and 21st century, important for marketing due to the tremendous complexity of the marketplace, the wide-variety of products and services available, and most importantly, the number of messages being sent to the consumer in every way imaginable. For humans, short-term memory (STM) allows for a recall of several seconds to a few minutes; chunking information into the brain and coding it for immediate use. Long-term memory, however, can store much larger, more complex forms of information that can be synthesized, adapted and formed into opinions, judgments, and purchasing actions (attention).

Understanding the codes, clues, and ability to turn messages into LTM is very important for marketing professionals because of the desire to turn a purchaser into a customer; to develop a brand image and identity; and to create habitual decisions for consumers based on knowledge. There are so many decisions and products/services in the marketplace that it is necessary to change the consumer's perception from a short-term impulse purchase to a long-term relationship in which the company can count on these people as clients through their lifetime, and hopefully acculturated to their children and family. Placing the advertising message from short-term 'isn't that a cute ad," to "when I need X, I will buy product Y," is thus the goal for every marketer.


Burleson, B. (2007). Constructivism: A General Theory of Communication Skill. Retrieved

Miller, G. (2009). Information Processing Theory. Instructional Design. Retrieved from:

Pashler, H. And Carrier, M. (2006). Structures, Processes and the Flow of Information. In Memory. New York: Academic Press, pp. 3-29.

Sampson, E. (1989). The challenge of social change for psychology. American Psychologist. 44 (6): 914-21. [read more]

Saxonville Sausage Case Study

… Saxonville Sausage

Ann Banks should make the primary recommendation to perform market repositioning for the Vivio Brand. The brand already has a dedicated consumer following. What is necessary is to go out and capture more market share from the other six major brands of sausage nationwide. Also, the target market needs to be convinced that the product can be used more widely, more often and in more situations than they were previously.

The above is based upon what the company has learned about their product that they had just "lobbed" out there. Now, the "pitch" will be based upon a meticulous marketing campaign in order to reposition market the product to other people. In the marketing research, the company learned that their targeted purchasers were in the range of 20-50 years old. They were working women (working outside the home) who put great emphasis upon family and convenience. They said that they could use the sausage three times a month. The demographics additionally comprised surprisingly a of number of children along with research into income and education levels (Moore, 2007, 4). Apart from and additionally to, it will be necessary to promote a feeling that brand loyalty towards Vivio should be an important criterion. Additionally, to adequately reposition the product, Saxonville needs to explore the amount of price sensitivity (used of store brand vs. private label) and also the frequency of dinner preparations everyday. The knowledge of such factors are important in targeting the audience and catering to that audiences specific needs.

In sausage marketing research, there is a consensus that brands succeed due to their positioning in order to capitalize upon their unique characteristics that in one or more aspects, rivals find it hard to emulate, hence their competitive advantages. The competitive advantage provides a basis for the outperforming of competitors because of the value that sausage firms are able to present to the customer. In spite of having a strong base of capital base and also a large presence. Unfortunately, the basic situation at Saxonville Sausage is below the national average. This is more so when we view it from the perspective that the sales volumes in the branded products (bratwurst, breakfast sausage) have remained flat two years. The problem the company has of stagnant sales volumes has additionally been compounded by the fact that little or no growth is expected in the short-term. The ranking of the Saxonville company in position six out of eight in the wake of performing a double digit decline in revenue would indicate a continuing slow downward trend in business (ibid., 1-4).

The methodology of research was determined on the basis of its capacity to provide a systematic and organized series of steps that insures maximum objectivity and consistency in researching a problem.… [read more]

Organizational Studies Essay

… " An independent variable in the first hypothesis is the content of the OTC medicine advertisements. Dependent variables in the first hypothesis are the degrees to which the consumers are distracted and to which they are captivated and/or engaged. An… [read more]

Marketing Challenges of Et Phone Home, Inc Case Study


Estimating Anticipated Demand and Potential Challenges

If E.T. Phone Home, Inc. (ETPH) is granted an FCC cellular radio license, organizational managers face considerable challenges. According to the detailed profile of potential users furnished by Digitron, nearly two-thirds of respondents indicated that they were "not interested at all" in mobile phone services even at a "reasonable price." Only approximately one-fifth of respondents indicated that they were "somewhat interested." Approximately nine percent of respondents indicated that they were "not too interested" and the smallest group of respondents (eight percent) indicated that they were "very interested: in mobile phone services.

Analyzing Anticipated Demand Factors and Potential Challenges

The overwhelming majority of respondents (more than ninety-two percent) indicated that the reason for their lack of interest in cellular phone service was simply that they had "no need" for it. Almost one-third of respondents indicated the belief that a cellular phone would be a "nuisance" to carry around. Interestingly, more respondents indicated that their reservations have to do with being "tied to a phone" than indicated that their reservations related to cost. The least common reason given (by approximately five percent of respondents) for the lack of interest in cell phone service was a concern with privacy.

More specifically, the most important consideration articulated by those respondents who expressed greater potential interest in cellular phone service was the capability to place telephone calls from their vehicles as conveniently as from a traditional telephone. Those respondents who had previously had the opportunity to use cellular phones or other similar communications systems (i.e. two-way radios and pagers) in connection with their employment responded more positively than those respondents who had not. Finally, the perceived "prestige"… [read more]

Culture and Marketing in Turkey Research Paper

… Consumers purchase products that cater to their cultural needs and behaviors.

There is a great array of culture within Turkey. There are ethnic European cultures, Asian cultures, as well as subcultures such as the Muslim culture, rock culture, and more westernized cultures. Turkey has seen steady economic and population growth during the latter part of the 20th century and into the 21st century. Turkey's economy and global power gain strength and appeal from the marketing perspective. Cavusgil et al. write, "The Turkish market still exhibits the characteristics of a dual economy. Large urban areas such as Istanbul or Izmir are similar to those in the West in terms of market conditions, customer habits, and commercial infrastructure, but rural areas are less developed market segments." (Cavusgil et al., 2003) There is room for a Western company to transition with moderate smoothness into the Turkish market, while there still remains a foreign element that the West needs to learn more deeply about in order to sustain long-term relationships with Turkish companies and Turkish consumers. Further in their piece, the authors agree with Norris about the importance of more than superficial understanding of how Turkish culture operates before conducting business there:

"Foreign firms should carefully investigate the reputation and possible conflicting interests o f an prospective agents before signing an agreement. Agency agreements under Turkish law are private contracts between two parties, and their stipulations vary according to mutual consent…Unless a foreign firm has established an office in Turkey, direct representation from the home country without a local agent or intermediary is not recommended. It would be virtually impossible to surmount complicated bureaucratic requirements, language obstacles, and cumbersome purchasing produres…" (Cavusgil et al., 2003)

It is, therefore, strongly advised that any company from any country conducting business and marketing to non-indigenous consumers take the time and perform due diligence in their research of the multifaceted cultural array of Turkey before committing any time or resources to marketing or production.


Cavusgil, S Tamer, Civi, E., Tutek, H.H., Dalgic, T. (2003) "Doing Business in Turkey." Thunderbird International Business Review, 45(4), 467 -- 479.

Hollis, N. (2009) "Culture Clash: Globalization Does Not… [read more]

Introducing a New Adhesive Bandage Into a New Market Research Paper

… ¶ … New Adhesive Bandage Into a New


Introducing a new adhesive bandage into a new market

The study addresses the problem of market identification for a new bandage. Sample population is the parents of children aged between 3 and 15. Research methodology is through primary and secondary research. The findings test the first and second hypotheses and the overall findings reveal that consumer prefer an adhesive bandage with low price and having high quality. The finding also reveals that branding contributes to an adhesive bandage market advantages.

Problem Addressed

Organizational Chart

Hypothesis/es Dependent Variables, Independent Variables, Population (sample), Methodology

Survey Questions

Summary of your findings (from the survey) Hypothesis Testing and Evaluation




Introducing a new bandage into the market is a problem that this study attempts to address. The research interviews the sample population and research findings reveal that value, which is the combination of price, and quality, are the deciding factors that people use to demand for a bandage in the market.

Problem Addressed

The study addresses the problem of market identification for the new product. Research analysis reveals that children aged between 3 and 15 forms more than 70% of the adhesive bandage users. Thus, the study has been able to address the problem by identifying the right market for a new adhesive bandage.

Literature Review

Adhesive bandage sector is among the fastest growing segment in the United States. In the Global market, the United States is the largest consumers of adhesive bandages. (Freedonia Group 2010). Factors leading to the introduction of a new bandage into the market include combination of socio-cultural factor, legal and competitive market environment. Market analysis reveals that Hispanics are the major consumers of adhesive bandage since an average adult Hispanic has between 3 and 5 children which is more than 2.7 national averages. Moreover, adhesive bandage market is very competitive and some of the key players in the market are Johnson & Johnson, Brand Aid Brand and KidCare. More importantly, Branding technique is critical to differentiate product in the market, and branding is an effective tool to create customer loyalty. (Volckner & Sattler, 2006).

Organization Chart

The research is organized as follows:

First section provides research objective, research problem and research question.

The second section reviews the previous literatures on adhesive bandage. With review of the literatures, the study identifies children as the major users of adhesive bandage. The study also develops hypotheses in this section.

The third part of the study provides research methodology that reveals data collection, research design and sample population.

Research Questions

Research question is as follows:

What is an appropriate market for a new adhesive bandage?


H1: Strong brand enhances firm's competitive advantages

Ho: Strong brand does not enhance firm's competitive advantages.

In the first hypothesis, Strong Brand is identified as an independent variable while firm… [read more]

Economics of Business Strategy Essay

… Economics of Business Strategy

Coca-Cola's most important resource allowing the company to expand internationally is its operational structure that is strongly dedicated to emerging markets outside the U.S. where sales of soda are still growing, especially in Brazil, China and… [read more]

Marketing in a Less Developed Research Paper

… Not only did this calamity provide a market for maize only, but it also opened transport business and services to serve the drought stricken (Food and Agricultural organization, 2011).

Communication and transportation has narrowed the global market place making it easier for both large and small firms to actively participate in international marketing. Another important factors that act as an encouragement to suppliers of goods and services, is the formation of economic blocs which make it easier for firms to access large market segment through reduction of tariffs and non-tariff barriers of goods and services.


C. Samuel Craig and Susan P. Douglas, (1999).Conducting international Marketing Research in the 21st century. Retrieved on Nov 23, 2011 from

Food and Agricultural Organization, (2011).Global agricultural marketing management.

Retrieved on Nov 23, 2011 from

Leslie M. Dawson, (2011). Marketing to Less Developed Countries. Retrieved on Nov 23, 2011


The times 100, (2011). Principles of marketing. Retrieved on Nov 23, 2011 from -- 347.php

United Nations Population Fund, (2011). Linking population, poverty and development: rapid growth in less developed regions. Retrieved on Nov 23, 2011 from

UN Office of the High Representative for the Least Developed Countries and states, (2011).

About LDCs. Retrieved on Nov 23, 2011 from [read more]

Hotel Brand Satisfaction Dissertation

… ¶ … improving brand awareness and customer satisfaction in the hotel industry. In support of this aim, the study was guided by several research questions: (a) what current branding strategies are being used by hotel chains and how effective are… [read more]

Tail Economics Book Analysis Term Paper

… After the success of Into Thin Air, sales of Simpson's 1988 book began to pick up as well. Suddenly Random House was faced with increasing sales of a book that was presently sitting in their warehouse taking up space in… [read more]

Persuasion in Television Advertisements Advertising Essay

… Now back to me. Sadly he isn't me, but if he stopped using lady-scented body wash and switched to Old Spice he could smell like me."

The spokesman speaks clearly and convincingly, but the commercial is also designed to play on the irony of marketing techniques, as the spokesman tells the audience to look down, and his towel falls away, but he is wearing pants or look at his hands where he has an oyster that turns into tickets to s show, and then into diamonds. The humor and irony here is that the spokesman is not only attractive, but that using Old Spice makes him more "manly" and attractive because he has many desirable qualities that would please a female viewer.


The appeal of both the Geico and Old Spice commercials is the element of humor and irony they both employ to catch the viewer's attention. These commercials both take the approach of making light of common marketing techniques used to influence customers. Elements such as using an attractive spokesperson with a deep voice or encouraging the audience to believe that a product can help them be more desirable are common strategies in marketing and advertising. Yet, in these two examples, the companies seem to be making light of these tactics by exaggerating the voices and presentations offered by their spokesmen and adding funny, and even quirky, twists to the message. The audience is entertained and will likely recall the quirky humor after the commercial ends. The psychological approach of both of these commercial is to appeal to the audience through both humor and irony. The message reassures viewers that they are not being manipulated of convinced to buy a product through "smoke and mirrors" advertising, and as such, the company will likely win the approval and trust of many viewers.

This assignment heightened my awareness of the use of humor and irony in the current advertising market. I developed a better understanding of how marketing approaches can use peripheral route persuasion techniques very effectively rather than simply relying on more traditional "foot in the door" methods or classical conditioning methods to influence an audience. The type of humor used in these adds appealed to me because it seems the company feels confident enough about their product that they don't need to oversell or convince me to try it by using overly aggressive or manipulating marketing methods.


Geico. "Little Piggy." Online Posting. YouTube, 13 July 2010. Web. 19 October 2011.

Old Spice." The Man Your Man Could Smell Like." Online Posting. YouTube. 4 Feb 2010. Web. 19 October 2011. [read more]

Product Viability: Watch Your Health Research Paper

… Watch Your Health

To check the viability of a product named "Watch Your Health" which is designed to monitor heart beat to serve as an "electronic coach" for medical patients and fitness conscious population.… [read more]

Financials How Does Little Monsters Business Plan

… I think it is highly unlikely that the product will be adopted by parents as a substitute for orally-ingested children's vitamin and mineral nutritional supplements.

2. Do the financial statements support the body of the plan and do they seem realistic based on the body of the plan?

Advertising is going to be a major part of the marketing plan because parents need to be convinced of the safety of the transdermal patch for use with children. The business plan allots approximately $150,000 for print, media, and signage advertising costs for the first year. Forecast expenditures on advertising for subsequent years increase radically across a five-year period, as follows: FY1 $150,000; FY2 $187,000; FY3 $400,000; FY4 $500,000; FY5 $750,000. Advertising expenses are expected to increase along with production costs in response to increased demand. It is rational to expect advertising costs to be greater in the first several years of a product launch, particularly when the product has a credibility hurdle to overcome. Possibly, social media and word-of-mouth can help to stimulate growth sufficiently to make a moderate advertising budget work for the first few years. The Income Statement for Fiscal Year 2012 only shows income for only three months. Advertising costs jump in October, apparently in expectation that the fit of the Little Monsters theme with Halloween will cause seasonal lift of the brand. For example, in 2012, advertising rose from in $4,914 in September to $30, 214, with a similar pattern in subsequent years.

Organization and Take-Home

3. What purpose does the Executive Summary serve, and how did this team do with it?

The Executive Summary provides an overview of the main sections of the business plan and begins to answer key questions about the product and [read more]

Brand Communication Management on Organic Marketing Plan

… The marketing mix plays a more important part than is generally suggested in the literature. The communication of non-price product attributes to the niche market. Small samples limit the generalizations beyond the companies and comparable firms in the U.S. textile and apparel/clothing industry. Niche marketing is a promising competitive strategy for mature industries as well to enter specialized markets (Serrat 2010, 2-3).

Organic brand positioning is a reactive strategy because it requires you to listen to your customers, but it's also an effective strategy. To position any brand, niche or not, one needs to look at everything in totality affects a brand image and therefore the customers' perception of the brand. From customer service to pricing and advertising, every part of an organization has some effect on the customers' overall perception of your brand. This leads to factors that affect organic brand positioning including (Martin, Stewart, and Shashi 2005).

It is now more important than ever before to use the brand matrix and hierarchy so that one can visually perceive the relationships between product and brand relationships brand architecture guidelines. It will therefore help a company to adopt a strong customer focus, avoid over-branding, establish rules and conventions for branding, selectively employing sub-brands as means of complementing and strengthening brands, to selectively extend brands to establish new brand equity and enhance existing brand equity. Unless one understands these relationships, it is impossible to properly market and advertise products or to support products properly for customers.


Keller, K. (1997). Designing and Implementing Branding Strategies. In: Keller, K

Strategic Brand Management: Building, Measuring, and Managing Brand

Equity. New York, NY: Prentice Hall. p503-563.

Martin, I, Stewart, D and Shashi, M. (2005). Branding Strategies, Marketing

Communication, and Perceived Brand Meaning: The Transfer of Purposive, Goal -- Oriented Brand Meaning to Brand Extensions. Journal of the Academy of Marketing Science. 33 (1), 275-294.

Nirmalya, K and Steenkamp, J. (2007). Private label strategy: how to meet the store brand challenge. Cambridge, MA: Harvard Business Press. p207.

Serrat, G. (2010). New-Age Branding and the Public Sector. Available:

Last… [read more]

Brand Communication Management on Organic Marketing Plan

… Core brand association means that marketers should try to create five to six associations particular to their organic brand which can grab the attention of the consumer and whenever they go to purchase the product these associations can come into the minds of the consumers (LePla & Parker, 1999, p. iii).

Most of the companies often cheat the buyers by simply attaching the tag of organic to their brands however when anyone looks at the ingredient's list of the brand then they come to the conclusion that companies have placed the game with them. Therefore it should be realized by the big multinational companies that once the consumer get dissatisfied then he or she is going to tell about this phenomenon to his fellow beings which is going to damage the brand image in the long-term. However there are also some companies which have promoted their organic brands in a very competitive way and they have also made sure that the ingredients which have been told in the advertisement are also present in the literal sense (Nobre, Becker & Brito, 2010).

Purity organic juices can be considered as an example of such a brand which is promoted in a suitable manner as far as category of organic brands is concerned. It is one of those brands for which the company has worked closely with the farms from where the raw organic material has taken. This point has also been highlighted in their advertisement as well. The CEO of Pacific Organic Produce and the founder of Purity Organic Juices has also talked about his organic brand in the commercial which highlights the fact that company considers the importance of such products and they have indulged their top management for the promotion of the product. The advertisement also highlighted the Purity Organic Juice's organic certification which further strengthens trust of the people over the composition of the brand (Abratt & Bick, 2003).

Like Purity Organic Juices there are also some other organic products which are promoted in a very suitable way. One of them is Lipton Green Tea. Most of the people who are interested in the weight loss or natural health are interested in this particular category that is green tea. As far as the promotion of Lipton Green Tea is concerned they have highlighted in their advertisement the concept of health by showing the acts of exercise. The ingredients mentioned in the advertisement also reflect the brand's closeness to the nature. Young models were used for the advertisement which reflects [read more]

Branding and New Product Development Marketing Plan

… Branding and New Product Development

One of the biggest challenges for marketing any product is determining how to ensure that the message reaches the target audience. The best way to achieve this objective is to look at the underlying strategy… [read more]

Creating Opportunities for Sustainable Marketing Research Paper

… For instance, Von Glinow and Mohrman emphasize that, "The paradoxical implication for marketers is that, although they have to know more about technologies and applications, the useful life of their knowledge and experience is growing shorter, making it extremely difficult… [read more]

Acquaints the Reader With a Proposed Essay

… ¶ … acquaints the reader with a proposed set of marketing strategies of a fresh breakfast cereal brand of Australian Fruit Pty Ltd.; named as Crispy Fruit. Australian Fruit Pty Ltd. is one of the top competitive organizations in the… [read more]

Rental Car Retention Program Essay

… Rental Car Retention Program - The rental car industry is quite competitive and complex and, since more and more companies are placing employees on fixed budgets, there is greater competition for the dollar. To effectively design a loyalty program that… [read more]

Credibility to the Receiver's Ability Essay

… , 2011).

Given the advantages of a credible source, researchers have studied various aspects of the concept. Their research has focused on the question of whether there are elements in advertisement that can be manipulated to improve source credibility. Initial results of studies directed toward this question show that consumers are more likely to believe non-profit organizations, government sources, and independent testing groups as being more credible than paid sponsors. Similarly, including additional information asserting professional qualifications, such as third party seals, helps a company improve its perceived credibility (Clow et al., 2011).

In spite of these and similar findings, many communications do not use a source other than the company itself; others use unknown spokespersons. By contrast, research suggests that messages delivered by attractive or popular sources can potentially achieve higher attention and recall. For this reason, advertisers often use celebrities as spokespeople. Celebrity spokespeople are more likely to be effective when they personify a key product attribute. What is important is that the spokesperson has credibility. Consumers trust friends more than strangers or salespeople, and people who are not paid to endorse a product are viewed as more trustworthy that people who are paid. (, 2008).

In conclusion, a significant amount of research has shown the importance of source credibility when the consumer interprets an advertising message. Expertise, believability, likeability, and trustworthiness all affect how the consumer receives the message.

Works Cited (2008). Message source -- Marketing. CiteMan Network. Retrieved July 27, 2011 from

Clow, K.E., James, K.E., Sisk, S.E., & Cole, H.S. (2011). Source credibility, visual strategy and the model in print advertisements. Journal of Marketing Development and Competitiveness, 5(3), 24-31. 2011. Retrieved July 27, 2011 from

Koekemoer, L., & Bird, S. Marketing Communications. Lansdowne, South Africa: Juta and Company Ltd. [read more]

Person Goes or Whatever a Person Sees Essay

… ¶ … person goes or whatever a person sees, reads or hears, whether from billboards on the streets or subways to advertisements on the Internet, television, radio, newspapers and magazines, the images that are always apparent are mostly scantily clad… [read more]

Communication Skills Dear Steve Term Paper

… For example, you wrote "at the request of the conversation that occurred with you, I have taken the liberty to commence prioritizing the furniture pieces that seemed to have the most impressive routine sales during the initial and final weeks of the sales quarter." My question to you, Steve, is what? What did you say? What did you mean? Come on dude, this is me you're talking to. How about trying something like this; "You mentioned the need to know what furniture items are selling the best, I will send you a list tomorrow of the most recent sales figures by piece." Isn't that a lot better?

Finally you supplied me with a sign off that only a mother could love. Wouldn't it have been much shorter and sweeter to have just written; "if you have any questions, give me a call or email"?

I appreciate the fact that you are hard at work, and you are diligently attempting to help us sell more furniture, it is appreciated. Next time perhaps you could use some good communication skills and send me a short, concise email that provides me with a message that is not confusing. If you need anything or have any questions, please call or email me.

Demetri [read more]

Edible Greeting Card Business 3rd Research Paper

… ¶ … Tactics

Based on the mission of becoming the leader in edible greeting cards, our strategic plan involves select marketing and information technology tools. The SWOT analysis highlighted key areas of strength, weakness, opportunity, and threat. Based on this analysis, we have developed a strategic plan that is workable and immediately implementable. We are also committed to being an industry leader in terms of ethical product sourcing. Our strategic planning reflects are core commitments to consumers and our ethical goals.

Our primary marketing tactics will best be outlined in a thorough marketing plan. Specific tactics include product packaging and presentation; strategic product placement; optimal product pricing; and positioning the edible greeting cards as luxury ethical products. This strategy will allow our company to eventually expand into other areas related to edible greeting cards such as cupcakes or performance art greeting cards using local artists.

Until then, we will develop an initial line of edible greeting cards that includes a few special occasion and public holiday cards. These cards will be strategically placed and positioned in gourmet food stores, department stores, and select retail outlets such as Whole Foods. A company history and mission statement will be printed on a small reusable tag. Customers will learn about the fair trade origins of the products they are consuming: where their chocolate, sugar, and vanilla were sourced from and possibly even the names of the farms. Other value-added services include the donations offered to social justice organizations from every edible greeting card purchase. We will also be developing a loyalty club as part of our strategic marketing plan. The loyalty club will offer customers discounts on some orders, and give them previews for new edible greeting cards. Moreover, the loyalty club will be part of our overall marketing strategy because it allows us to gain valuable data. The data will be used as a method of monitoring and controlling our strategic plan. We will be able to find out which areas of our plan need improvement because of the customer feedback.

We will also keep track of sales and purchase orders from different stores to find out which retail outlets are best serving our target demographic. Our Website will be the primary area in which information technology is used as a strategic measure. The Website serves several different but interrelated functions: as an online store from where customers can purchase custom-designed and standard edible greeting cards; a venue at which customers can learn about our company, our values, and our mission; a networking portal for customers to find out about charitable organizations; and a way for us to keep in touch with consumers. As we measure consumer traffic to our Website and track purchasing patterns, we can then decide whether to invest more in wholesaling our edible greeting cards to retail outlets or investing more in our… [read more]

Arrington on Advertising Robert Article Review

… Take the question of body image issues in young women. These are clearly culturally induced, as there are plenty of societies in which being rail-thin like a runway model is hardly a cultural ideal of beauty. So the ideal of beauty must be learned from somewhere, and that is culture. If we could safely lay the disorders of all anorexics and bulimics to some extent on an exaggerated standard of taste which is promoted in advertising's images of women (admittedly a big if), then does this not give a very different picture of what kind of impingement upon "autonomy" might be entailed in advertising? The worst effect that Arrington can imagine from an extremely persuasive advertisement would be a "subliminal technique which drove us all to purchase Lear jets" instead of food, essentially living beyond our means.

Arrington's article dates from 1982, so it is possible that it also predates another major fact which invalidates his entire conclusion: did Hayek believe that the concept of autonomy applied to children, or does Arrington? Surely no definition of autonomy could extend to a child, incapable of feeding himself or earning money on her own. Yet there is a brisk and booming business of things marketed directly to small children. Is this a form of unfair manipulation? I think that it is. But in 1982 it is possible that no-one had tapped into the commercial potential of raising desires in a five-year-old child for specific brand name products, and so Arrington hardly foresaw the point. There is a reason why (for example) in the decade after Arrington published this article, the U.S.A. placed a legal ban on tobacco using cartoons in advertising, because it represented a technique shown to lure in underage consumers in an attempt to get them addicted earlier. The fact that the companies did so even after knowing of the health risks that smoking can cause shows us how little… [read more]

Programs Result in Greater "Targeting Discussion Chapter

… Without knowing more about this application, the target market would probably be anyone old enough to have gone through puberty and would therefore represent a mass marketing approach.

The 'Ambush Advertising' engaged in by Claria is a form of niche marketing, because internet users would be confronted by competitor pop-up ads after navigating to a defined product or services website. The example provided in the case study is an OfficeMax pop-up ad appearing over the Staples website. Although a percentage of people navigating to the Staples website could be merely 'window' shopping or doing research on products and prices, this is still far from a mass marketing approach. The negative attribution unwelcome and irritating pop-up ads could be garnering from some users though, could be undermining any advantage that niche marketing provides to an ambush advertising strategy. For example, young kids might not be as annoyed as older adults by the intrusiveness of… [read more]

Laundry Detergent 91 Oz Essay

… This product is at a stage in its life where it is comfortably positioned as the brand to seek for fresh scent. It has obtained the status it was looking for. This doesn't mean there is no room for growth but the growth that it obtained in last two decades may no longer be possible because it is already a market leader.


Gain is not declining because P&G is trying hard not to allow the product to go into decline phase. It is doing so by focusing on the development of newer and fresher scents and by developing new variants regularly. Currently the Gain portfolio includes, "Original Fresh, Island Fresh (R), Fresh Awakenings (TM), Gain Plus a Touch of Softness (R), Gain Joyful Expressions and Gain HE and Gain with Bleach Alternative - Outdoor Sunshine (R). Gain also offers liquid fabric softeners and dryer sheets." This kind of variety has allowed Gain to stay in the growth and maturity stages and it has been able to avoid decline.


"Procter and Gamble announced Gain as its 23rd multi-billion dollar product." Accessed online 4th April 2011 from

Gilman, L. McDaniel, C. (2008) The Future of Business: The Essentials. Cengage Learning

"GAIN COMPACTION FACTSHEET" Accessed online 4th April 2011 from

Byron. E. P&G Puts Up Its Dukes Over Pricing Wall Street Journal. APRIL 29, 2010

Gartner case study 2002.P&G building smarter supply chain. [read more]

Company Analysis on K-Swiss Term Paper

… K-Swiss

Company Description

K-Swiss is an American footwear company, traded on the NASDAQ exchanged under the ticker symbol KSWS. The company is a niche player in the industry. The athletic footwear industry in the U.S. was worth $12.39 billion in… [read more]

Barriers to the Growth of E-Marketing Term Paper

… Marketing

Barriers to the growth of e-marketing e-marketing

Barriers to the growth of e-marketing

The field of marketing has been revolutionized by the internet and the world of online networking and commence. On the one hand these new platforms and… [read more]

Coca-Cola Gone Flat SWOT

… Coca Cola: Gone Flat

The future of Coca-Cola seems quite bleak from where it stands today. The company has recently asked former executive E. Neville Isdell to step out of retirement and come back to the organization so it can… [read more]

Corning's Five Stage Gate Process Essay

… Five-Stage Model

Corning's five stage gate process

Corning's five-stage stage-gate process

According to market research analyst Sidharth Thakur's article on "Analyzing Corning's five-stage stage-gate process" the first stage of the Corning method begins with a preliminary phase of "discovering opportunities and using these opportunities to generate ideas for new products" through brainstorming (Thakur 2010). The first, formal stage of 'scoping' is a more disciplined framing of the organization's needs and ambitions. It involves comparing the proposed project against existing rival products in the market, and finding ways to gain an edge over the existing competition. The second stage involves building the business proposal and more specifically defining the nature of the new product. Only after the target market is established and the likely competition is identified can the third, documentation stage commence in which concrete details about the product are hammered out. The third stage also involves the actual designing of the product, coupled with outlining the manufacturing processes and establishing the overall marketing strategy. During the fourth stage of testing and validation of the product model and its marketing, the final version of the design is refined out. Then, this is followed by bringing the process to a conclusion, where the product is actually released or 'launched' (Thakur 2010).

Corning's model has been used by many major organizations, including the tool manufacturer Black & Decker. B&D used the five stage process when designing a universal motor for all B&D tools. During the pre-planning phase, B&D determined that it had to cut production costs to compete with less expensive offshore manufacturers in the power tool industry and that a universal motor would increase efficiency, streamline production and decrease input costs (Gunu 2010). There was a clear need for the product, one which would satisfy B&D's need to reduce prices as well as consumer demand for more economic yet high-quality designs. Likewise, the Schwann Food Company regularly uses the model to compete in the competitive food and beverage industry. Honing product strategy and unified marketing is a critical aspect of the Corning model, and branding of new niche products to suite ever-changing consumer needs is lifeblood of the food industry (Schneider 2005).

Corning's model ensures that a new product has actual,… [read more]

Project Planning Project Management Music Festival Research Paper

… Project Planning

Project Management

Music Festival-Project Planning

Project background 'Fusion Entertainment, a UK-based music promoter, needs a project plan for a one-day music festival to be believed in Greenwich Park. The Project team is responsible to organize and implement the… [read more]

Radio Television and Online Advertisements Term Paper

… Advertising

Radio, Television and Online Advertisements

One of the most significant elements in a radio ad is the idea of ensuring that the consumer has a way of figuring out what's in it for them by listening to the radio advertisement. If one can catch the listener's attention and sell them on the rewards of the product or service throughout the ad, they will have fashioned a victorious radio advertisement. A good lead is vital for a triumphant radio advertisement. By grabbing the listener's attention early on in the ad, their interest will be provoked and the ad will be more victorious. An additional significant feature is the capability to plainly put forth the uniqueness of the product or service being talked about, so that it doesn't just mix together with the multitude of rivals, and can be kept in mind effortlessly by the listener (LaMarco, 2009).

A triumphant radio advertisement also has to be credible, and generate an association with the listener. By putting forth the features of the product or service being advertised in a manner that appears genuine, the advertiser is capable to construct trustworthiness with the listener. Ease is also imperative, since one usually has about sixty seconds or less to supply the listener with what is most imperative about the produce or service in a manner that lets them understand and keep in mind what they were told (LaMarco, 2009).

Success in a TV commercial is dependent upon a marketer's capability to capture attention by way of the effective utilization of revelation, action, excitement, comedy or moving human interest. Whatever strategy is used to catch viewers should balance a brand's image, hold up overall business goals, and facilitate smooth transitions all through the spot. Research has indicated that the most effectual television campaigns are those that generate a conversation, both about a product and its marketing. The most unforgettable ads are those that spectators can identify with (Lights, Camera, Action: Creating Effective TV Commercials, n.d.).

Effective TV ads make an emotional association with the target audience. Ads that stir spectators to strong feelings about a product and a company are more probable to lead to preferred action. Marketers make lasting impressions and enduring customers by… [read more]

Managing Organizational Change Luft, A. , Mar Article Review

… Managing Organizational Change

Luft, a. (2010, Mar. 3) GM Announces Major Organizational Changes to North American Operations. Retrieved from:

The main rationale for General Motors' organizational change focused on the functioning of its sales and marketing division. The historical combined sales and marketing organization became uncompetitive in a market place where faster sales created a better competitive edge. Faster sales also meant that better customer service was required. To accomplish these two goals, the company created a flatter structure, where qualified personnel were appointed into jobs that required specific expertise.

The focus therefore became singular, where marketing experts were concerned exclusively with creative strategies to showcase products, while sales and service personnel were focused exclusively upon working with customers and dealers. In this way, customer service became better, which in turn created a better competitive edge, as happy customers tend to spread favorable reports about a company.

External forces that drove this change were therefore increasing competition from other vehicle sales companies that worked hard to recover from the economic downturn. Internal forces were the drive to focus personnel expertise where these could best serve the company and potential customers. In effect, the developed structure would focus on creating a simplification of sales operations, where as few layers as possible exist between the executive in charge, the dealer, and the customer.

Shields, M. (2011, Jan. 12). Microsoft Makes Organizational Changes. MediaWeek. Retrieved from:

Microsoft's change strategy had a more singular focus, with its rationale relating only to its advertising business. The main rationale for change was to differentiate the company's advertising division from other agencies such as the MSN portal.

Like GM, Microsoft made specific changes in the… [read more]

Advertising Promotion Research Paper

… Snickers' Thirty-Second Television Commercial During the Super Bowl

Rosanne Bar and Richard Lewis teamed up during Super Bowl XLV. They participated in a thirty-second spot for Snickers, the candy bar, in front of the largest TV audience in history, according to the Nielsen Company -- an estimated 111 million people.

The ad starts out in a lumberyard; it is foggy, appear to be the Great Northwest. There are large tree trunks stacked up and ready to be run into the sawmill. Standing there wearing black jeans, a black t-shirt with a black sport jacket over the t-shirt is Lewis. He is holding a big chain saw and appears to be ready to carve into one of the huge tree trunks / logs when he stops.

"You know I'm just not feeling the wood cutting thing today," he whines, in his classic comedy act pouting / whiny voice. "What is the rush here?" Lewis asks. "Is there like a world wide shortage of gazebos?" He throws his hands up in the air; his foreman walks away disgusted.

Meantime a guy (obviously dressed for work in a lumber yard) with a bright yellow hard hat walks over to Lewis, and says, "Tony, eat a Snickers." He hands Lewis a Snickers bar. "Why?" Lewis asks, immediately opening the candy bar. "Because you get whiney when you're hungry," the hardhat guy tells him.

Lewis takes an aggressive bite out of the Snickers bar. The camera goes to the man who gave him the Snickers bar. "Better?" he asks, softly, almost out of character with the rough outdoor work scene. The camera switches quickly back to Lewis. But Lewis is now a big rough lumberyard worker with a heavy beard and a hard hat. "Better," says the Snickers-eating man.

Suddenly the camera switches to Roseanne Barr, standing 20 feet away from the two men. Wearing a dressy jacket and holding a smaller chainsaw, she yells, "Hey, my back hurts." A millisecond later, a huge tree log swings from stage right and hits Barr very hard, knocking her flat on the ground. Undaunted and apparently unhurt, but dirty, Barr, from a position… [read more]

Exchange Relationship Research Paper

… Exchange Relationship

Marketing products and services where the customer does not necessarily want to be the consumer, yet due to circumstances of accident, illness or economic loss, is forced to, requires a delicate balance of fear and expertise-based marketing. To be effective in marketing solutions to these problems many face yet no one wants to admit to, trust is the most critical aspect of all. Creating unique value propositions that communicate and convincingly convey trust is crucial for profitable growth of these types of businesses (Urban, 2005)

Marketing Solutions to Difficult, Embarrassing Problems

Consumers don't want to be told about how effective the functional components or attributes of a given product are, they want assurance that they can trust the solution the product offers. This assurance forms the foundation of what a trusted advisor role is in the selling process (Urban, 2005). No one for example purchases a home dialysis machine purely on its technical merits, especially fi it is for an aging loved one who must have it to survive (Langreth, 2008). Instead, the purchase decision is anchored in trust, transparency of the product, and authenticity it will deliver the results needed to keep the relative alive. Home healthcare's cornerstone of success is becoming a trusted advisor in the selling and service process (Langreth, 2008). Without trust, the entire selling process stops and nothing gets done. The same holds true for those choosing a funeral home after the passing of a loved one. The last concern many have is how the casket was manufactured . Instead, those in grief are looking for assurance that they are making the right decisions with regard to how they manage this process, and that they are doing it "right" and getting all the proper items taken care of. All of this is a tremendous amount of work, and under grief, it is made even more difficult. What is needed then is more of a… [read more]

Management the Product That I Am Proposing Essay

… Management

The product that I am proposing is a golf ball and smartphone app combination. The golf ball will be a standard ball, but equipped with a tiny tracking device embedded in the ball. The ball will give off a signal that can be read by a smartphone device, over wireless phone waves. The application will be loaded onto the device, and allow the user to track all balls in the area with that frequency. The result of this is that golfers will be able to track their lost balls, even in the woods or other off-course areas. Both the ball and the app will be known by a singular brand name -- Tracker. This makes for a simpler message for the consumer: Tracker Ball + Tracker App = No Lost Balls.

The target market for this product will be golfers, typically those who play the game for fun and make extensive use of gadgets. These golfers are typically male, between the ages of 28-48, and they are generally fairly affluent. They are likely to have a college education and be employed in a professional discipline. They golf frequently, but are not seriously golfers and typically play the game for fun rather than sport. These consumers spend between $1,000 - $10,000 per year on their golf hobby. They may or may not be a member of a private club, but they are likely to have taken a golf vacation in the past. Most have been golfing for a number of years, and view it as a social outlet as well as an outdoor pastime.

The area has demographics favorable to this venture. The demographics of the area skew towards a median age of 35.6 and a GDP per capita of $45,670. The workforce has a relatively high proportion of professionals, a function of the local industry clusters. There are 27 golf courses in the greater area, and this provides an… [read more]

Level Management Position in a Marketing Department Essay

… ¶ … level management position in a marketing department. The practice of marketing has become important in the current business environment. This is probably because of the consumerism phenomenon that takes place in most developed countries. As a consequence, companies' activity is focused on developing products and services, on promoting them, and on distributing them. Therefore, marketing specialists must develop strategies intended to increase the volume of sales of their companies. Given the importance of the aspects involved in the marketing process, people hired in marketing departments are expected to possess a series of skills and abilities. In the case of management positions, the requirements are even higher and also refer to leadership and management skills.








Maintain relationship with customers

Maintain relationship with suppliers







Collaborate to developing marketing strategy







4. Identify potential markets







5. Provide product research and development ideas

Tasks are represented by units of work, or sets of activities required in order to produce certain results (McNamara, 2010). As one may observe from the table presented above regarding the importance and difficulty of tasks assigned to an entry level management position in the marketing department, the most important task for this position is represented by the employee's collaboration with the marketing manager, the marketing department, and other departments in developing the company's marketing strategy. The EFIL of this task is 18.

This task is followed by the task regarding maintaining the relationship with the company's customers. Given the fact that the company's activity and strategy are oriented towards satisfying customers, identifying their needs, and increasing their loyalty level, this task is an important one, which explains its EFIL of 11. Although there are other employees that fulfill this task, the entry level management position within the marketing department assumes a direct relationship with customers and involves negotiation skills.

Another important task for this position is represented by maintaining the relationship with suppliers, with an EFIL of 7. This means that the company values its suppliers, and has assigned employees to maintain this relationship. In other words, the people dealing with this task must ensure that suppliers are satisfied with the prices they established with the company, that they are able to fulfill the deals, and that they are able to satisfy the company's supply needs in case the demand for the company's products increases.

There are other tasks required by this position, like identifying potential markets and participating with ideas in the product research and development process. Although these tasks are very important to the company's marketing strategy, this position is less involved in these tasks and activities in comparison with… [read more]

Consumer Activists What Can We Learn Literature Review

… Consumer activists are every much a part of modern day life. On the one hand, they attack corporations for deceiving and perverting a simple-minded public; on the other hand, they denounce consumers for their attachment to a frivolous and insipid… [read more]

Starbucks Christmas Blend Coffee Research Paper

… Starbuck's Christmas Blend Coffee

Starbucks (NASDAQ:SBUX) is known globally for its exceptional channel management, new location planning, research & development, and fair trade supply chain practices (Starbucks Investor Relations). Over the history of Starbucks' existence, there are products that quickly… [read more]

Influence of Facebook on Society Essay

… ¶ … Society

Facebook has over 123 million users (Hovland & Wolburg 76). Moreover, nearly 70% of adults online use social media, especially individuals in their 20s (76). Media sights such as Facebook are an important part of today's society. When consumers are asked about what media means to them, they usually answer that it provides them with information and entertainment (76). Individuals are no doubt getting something from the phenomenon of Facebook. The total time spent on social networks grew a whopping 63% in 2008 around the world, but Facebook was in a completely different league (Kirkpatrick 274). "It outdistanced every other service Nielsen measured. Time spent on Facebook had increased 566% in a year, to 20.5 billion minutes" (274). Facebook is not only being used for networking with "friends," however. These days, traditional advertising is becoming an antiquated concept. Social networking on Facebook is becoming the most relevant way for companies to communicate with their consumers, which at the same time, extends their reach and their impact.

Companies now use and need Facebook to help them become relevant to their customers. Companies can use Facebook to increase their brand presence via sharing information about their company, posting pictures, and uploading videos; all these are ways that companies can create excitement about who they are and what they do (Shih xi). For many people who advertise using Facebook, they claim that it doesn't feel like traditional advertising because it is all coming from friends (81).

The Internet has caused an information overload when it comes to advertising. It is oftentimes quite difficult for companies to differentiate their advertising messages because of this and thus potential customers find it difficult to find what they are looking for. Facebook changes all of this… [read more]

How Effective Christmas Windows at the Stores Essay

… ¶ … Christmas Windows in Stores

The use of Christmas windows in stores is highly effective in strengthening brand recognition and promoting products over their lifecycles. The use of Christmas windows has been going on for over a century, and the sophistication of those at Lord and Taylor, Barney's and others tell stories and sell products at the same time. These window displays during the holidays are often interlinked with a story theme designed to evoke emotions that the store wants associated with their brands. The joy of giving gifts, enjoying time with family friends, and creating situations where people can readily see they having fun is the goal of the store displays. Studies indicate that these displays are effective at increasing sales of products featured in them, and has also been an effective strategy for turning around lagging sales of older products (Su, Myra, 1992).


Everyone loves a good story and the best Christmas windows tell holiday tales that are rich win moments of pure emotion that evoke positive feelings in those that see them. What is noticeable about the window exhibits this year is the heavy reliance on nostalgic themes that would make baby boomers readily identify with the past holidays of their lives. This can be seen in the many windows that are retro to the 1960s and 1960s Christmas scenes and the tie-in to the favorite theme of so many window designers, Victorian England. The stories are all based on wonder and excitement of the holidays as a child, hoping to draw in baby boomer shoppers with the products that are discreetly featured in the windows. It is an interesting blend of nostalgia and marketing with the products featured being futuristic. It is as if the store is saying to the potential customers… [read more]

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