Study "Advertising / Marketing / Sales" Essays 56-110

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Negative Advertising Term Paper

… ¶ … Social Ethics of Negative Advertising: A Series of Examples

Although most marketing professionals and consumers agree that people buy more when they feel better, a great deal of advertising has gone negative. Despite its recent popularity, the continuum of negative and positive advertising is not a new topic. In fact, Weinberger, Romeo, and Piracha's 1991 study of negative product safety news in the automotive industry found that "negative information about products in the marketplace is pervasive," and that "negativity tends to denigrate the object of communication" (pp.1). In 1993, Jain's study of negative advertising found that negative advertisements elicited a counter response in viewers, in addition to being accepted less by viewers than the positive ads. Despite this information, however, negative ads continue to run. Although negative advertisement concerning products is a problem in itself, the consequences of negative advertising are not simply material. In fact, a second type of negative advertising -- negative social advertising -- is having profound ethical and moral effects on the markets it targets. Whether they're considered negative because they tend to offend the target market with shock techniques, are less than tasteful, have an adverse effect on consumer values, or encourage customers to buy products they don't really need, a few examples of these socially negative advertisements prove that these ads have dire social consequences.

For example, one of the direst social consequences of these negative advertisements it the way with which they treat casual sex and sexually transmitted diseases. For instance, a recent advertisement on the back of Rolling Stone magazine promoted a drug for genital herpes by proclaiming that one partner had herpes, one didn't, and this drug allowed them to keep it that way. Although a drug for containing genital herpes is not a product in poor taste, but rather an important medical stride, this article's treatment of genital herpes as normal is in poor taste. Additionally, this advertisement suggests that those with the disease can have sex with healthy individuals without risk of passing the disease. Although the drug may make the transfer less likely, it is still possible. The product's marketing representative may have chosen to market the product in this way to give hope, but instead, it encourages unprotected sex with negative social consequences.

A second socially…… [read more]


Communications Theory, Etc. How Communication Can Contribute Term Paper

… Communications theory, etc.

How communication can contribute to marketing theory: What theories or ideas from communication can best inform marketing theory?

The problem with theories -- marketing or communications -- is that no one knows if they work or how they work until they attempt to employ them in real-life situations. In fact, when Coca-Cola offered "New" Coke two decades ago, it was a total failure. Was it the taste? Was it the way it was communicated? Was it the way it was marketed? In fact, in hindsight, it appears to be a classic case of replacing a viable product with one that the consumer did not want. In such cases, no amount of theory -- communications or marketing -- would move the product.

According to an article on the employment Web site, The Vault, Coke introduced New Coke because market research had discovered that consumers preferred the taste of Pepsi. A majority of taste tests showed consumers preferred the new Coke flavor to the old, but what was left out of the mix was this: "these tests could not gauge the emotional appeal of the "old" Coke. In other words, consumers want their cake and eat it too. A large public outcry ensued during the 79 days when old Coke was no longer on the shelves. Coca-Cola quickly reintroduced the 'old' Coke when they realized market share was falling and christened it Classic Coke" (Vault Web site, 2005).

The Vault also reported that Classic Coke's sales volume has increased 24% since 1984, and "Consumers became even more loyal to the brand after it was temporarily taken away from them."

However, that was twenty years ago. It must be assumed that a great number of Coke drinkers were not even alive when that event occurred. What accounts for the continuing brand loyalty?

Miller and Rose (1994) might suggest that it was ICAP (integrated communications: advertising and public relations) or IMC (integrated marketing communications) that causes Coke to continue to be the soft drink of choice nationwide, despite a plethora of other cola flavors from Pepsi to RC to Jolt and probably other regional products.

In fact, communications theory has long encompassed more than the words used to deliver a message. Public relations professionals engage in strategic planning, consumer behavior studies, creative strategies and marketing management as well as simply cranking out press releases to inform the public (Miller and Rose, 1994). They are well aware that, without being offered in an appealing context, information will end up in the trash, physical or digital, depending only on the whether the delivery method is hard copy or cyberspace and not on the quality or quantity of the message itself.

In fact, within the communications industry, the necessity of putting all communications into an identifiable and cohesive format has been so important since the early 1990s that a preliminary Task Force Report at the Association for Education in Journalism and Mass Communications (AEJMC) Conference suggested curricular integration of public relations with advertising and/or… [read more]


XYZ, Inc. Brand Identity Standards Term Paper

… Marketing

XYZ Inc. Brand Identity Standards

Consumers today are well informed and try to find services and products that they understand and feel comfortable with. This report is about marketing and the concept of 'Brand Identity Standards.' XYZ Inc. seems to understand that in numbers there may be success - or failure. All businesses should follow the lead of XYZ and focus a great deal more attention on sales and marketing because these two things are a strong indicator of success in the business world. There must also be some fundamental understanding that comes with being in business that states, without customers, no business can survive or grow. Success therefore for any business is a matter of attracting and retaining customers. "It is well recognized that a key issue in gaining brand awareness, trial, and subsequent loyalty is to reflect deep-seated values in advertising and augmented product offerings. When marketers address consumer values, target consumers sense that the product's purpose is to benefit their individual lives." (Durgee, O'Connor, and Veryzer)

Business marketing and even the notion of branding should be based on the notion of the four P's:

Product

Price

Placement

Promotion

The key to successful marketing and branding are best understood if one focuses on the orientations and perspectives of past advertising and sales and then incorporate some process that can foster a word-of-mouth system. "If, for most products, it is the word of mouth that triggers the sales, is it not important to look at what triggers the word of mouth? What if all elements of marketing, such as sales, advertising, direct mail, etc., were not oriented toward directly persuading people to use the product? Instead, what if all your marketing elements were organized around causing people to…… [read more]


Marketing Effectiveness and Efficiency Term Paper

… This is a holistic view of the marketing.

Marketing Efficiency

In this perspective, marketing is considered a large operating expense. Therefore, the main idea of the managers are to improve their departments' results, eliminate redundant communications tactics, and reorganize budget items to work together to make the most of what they spend. In other words, the efficiency perspective is a traditional view of marketing, in which each strategic business unit looks to reduce their operating expenses but there is no coherence about the customer service per say. In this kind of situation, the marketing manager will be mostly concerned about its own department so that it could reduce the selling expenses or advertising expenses, or may lay off several sales people to reduce the operating expenses.

Reference

Walker, J. (1999) 'Taking the guesswork out of strategy building', Marketing Week,…… [read more]


EZ Tracker: Analysis of International Business Opportunity Business Plan

… Tracking Company

EZ Tracker

Who We Are

In the fast growth market of Personal Locator Devices (PLDs), ABC Tech-Nic seeks to be a name of reckoning and sought of by the customers.

What We Sell

ABC Tech-Nic will be outsourcing… [read more]


Family Members Who Value Education Essay

… My interest in a marketing degree stems from my observation that the field represents the best of what we know about applied human psychology Behavioral research is finding its center in the field of marketing. I am fascinated by the capacity of market research to establish deep insights into the cognitive processes that are embodied in shoppers' brands choices and purchase decisions. Contemporary marketing is entering an exciting stage in which conventional approaches to advertising, market research, and marketing are running parallel to the new marketing. Advertising and media publishing are interfacing with consumers in completely new ways -- and consumers are assuming new roles in marketing that demand new skills from professionals. I am excited by the prospect of learning such an eclectic array of skills. I look to a degree in marketing to prepare me to contribute to the field now and to establish the type of academic foundation that thrives on inevitable change.

My career objectives coalesce around the idea of working in a corporate marketing environment. I plan to seek practical applications of advertising, marketing, and public relations skill as an adjunct to my academic coursework. With an eye on the marketing trends that have become so salient -- such as the area of mobile marketing -- I will take steps to ensure my skills are current. For example, as I pursue internship opportunities, I will look to the mobile digital device market, companies that specialize in-bound marketing, and social media analytics.

I believe that I am a strong candidate for the marketing degree program and an MBA. I have demonstrated my affinity for the field, and my approach to academic endeavors is disciplined and deep. My family is strongly supportive of my academic interests, and they are not strangers to the demands that we collectively must meet in order for me to successfully complete the programs. I am eager…… [read more]


Branding -- Is it Still Relevant? Principles Multiple Chapters

… Branding -- Is it Still Relevant?

Principles of Traditional Branding Strategies - Introduction

Branding is subject to numerous definitions, but for author Matthew Healey he begins with the definition of "brand" from the Old Norse or Germanic root; it literally… [read more]


Ford Motor Company Competes in the Automobile Essay

… ¶ … Ford Motor Company competes in the automobile manufacturing and marketing business. Competition in this industry is intense for several reasons, and because of this Ford must compete both on price and on innovation. Ford markets a wide range of passenger vehicles and as a result segments the market extensively. Each product is built based on market research to meet the needs of particular segments. This requires a strong marketing effort, in part because product development itself must be driven by market research. Ford is also beginning to move towards building the Ford brand overall, after a time when the company focused on marketing each car individually.

There are several keys to success for Ford. They must develop innovative attractive products that consumers want. They must be able to produce and distribute their vehicles in a cost-effective manner and sell sufficient volumes to cover fixed costs. Currently, Ford's breakeven point is $359 billion, and they are only selling $146 billion. Thus, the company is losing billions of dollars each year. To address this, management has embarked on an aggressive program to increase sales, improve margins and reduce costs. There are several critical issues facing Ford at present, including the economy, Ford's finances and its pension debt obligations.

Ford's marketing mix has traditionally been focused on distribution and sales, through its dealer networks. The company has shifted in recent years, however, towards stronger branding, increased research and has placed more emphasis on other aspects of the marketing function. The dealer network remains critical, however, not just for distribution but also as a source of feedback. Ford also makes extensive use of traditional feedback and market research techniques in order to assist in product development and the development of advertising campaigns.

Ford has also shifted some of its controls, in order that once-regional marketing efforts are more global in nature. The company has also brought its dealer networks into the marketing plan, after years of relatively acrimonious relationship with that key stakeholder. The company's marketing, however, remains geographically focused in its structure, something they will need to alleviate in order to truly become global. However, there is little flexibility for Ford due to their financial circumstances. As such, the new strategy is without any evidence of contingency planning.

5.0 Controls

Ford has revamped the corporate controls on its marketing program. Prior to this year, the company had very little global control of marketing. Each region put together its down marketing strategy. One of the outcomes of this was that products developed for one region often did not translate well to other regions. In effect, Ford had to duplicate its efforts for every region in the world. In recent years, the company has been moving forward with the 'One Ford' initiative that, in part, is designed to eliminate some of this needless duplication.

To this end, the firm has created the position of Director of Global Marketing, Sales and Service Operations, under the VP of Marketing and Communications (Reuters, 2009). This role… [read more]


Computer Information Systems Term Paper

… Computer Information Systems

Marketing Information Systems serve as a hub of competitive, market, pricing an product-related information in addition to supporting tactical strategies and campaigns and strategic plans. The use of Marketing Information Systems coordinate new product introductions with other departments, monitor the success of the launched product and keep other departments informed, and also devise plans and strategies for sustaining and increasing sales illustrate the many benefits these systems provide. Underscoring all these functional, process- and strategy-driven areas is the need for ensuring the voice of the customer is heard throughout any organization often and with clarity, to ensure strategies and plans stay on course (Coussement, Van den Poel, 164). The intent of this paper is to discuss the dominant functional areas of a Marketing Information System and also comment on its future trends.

Dominant Functions of a Marketing Information System

The dominant users of Marketing Information Systems are marketing managers, product managers, marketing analysts, market research analysts, industry research professionals, and senior management. In addition, sales management will also often rely on these systems to measure how effective their sales strategies are in achieving sales objectives (Daniel, Wilson, McDonald, p. 825).

The most complex of these Marketing Information Systems include in-depth knowledge management applications, including geo-economic modeling (Hess, Rubin, West Jr., et.al.), in conjunction with an increasingly larger amount of analytics applications that are used for creating dashboards and reports used by senior management, marketing management and sales (Le Bon, Merunka, p. 400). These systems are predominantly designed to align with the planning, executing, evaluating and control of campaigns and strategies to ensure the highest level of performance attainment and measurement is completed. As a result of the heavy focus on marketing effectiveness, often these systems are designed as data warehouses of the information sales professionals contribute about competitors, market conditions, forecasts, and potential new product ideas based on customer discussions. An effective Marketing Information System…… [read more]


Benefits of Cooperative Advertising Among Farm Credit Institutions Term Paper

… ¶ … E-Mail Survey Sent to Farm Credit

Systems Institutions

Figure 2 Results from Received Questionnaires

Figure 3 Questionnaire Response Institution #1

Figure 4 Questionnaire Response Institution #2

Figure 5 Questionnaire Response Institution #3

This research was conducted to address… [read more]


Automobile Industry Is Highly Competitive Case Study

… Some examples are sponsorship of women's and men's gulf tournaments and tennis matches, rock concerts, and fashion shows. Plan B, like Plan A, would also try to achieve an integrated marketing communications plan.

Plan C

Plan C. changes the advertising split to 20/80 between traditional and non-traditional elements. The philosophy behind Plan C. is that Phase I was successful largely because of the non-traditional part of the campaign. Therefore, the non-traditional element should be increased even more. The budget would not allow for the increase in demographic targets in traditional advertising. Thus, there would be no local advertising as called for in Plan A and a scale back of existing elements such as lifestyle cable programming and Traveler. For non-traditional advertising, Plan C. would combine the event strategies in Plan A and Plan B. with a focus on untargeted and targeted events. Plan C. would still seek brand control as an objective and would also strive for an integrated marketing communications plan.

Bibliography

Automotive Industry Overview." Siebel Systems. 24 May 2003. http://www.siebel.com/products/industries/automotive/industry_overview.shtm.

IMC Report." Universidad de Navarra. 24 May 2003. http://216.239.37.100/search?q=cache:woLljvFzSpgJ:www.unav.es/grice/HP/texto/pdfpa ises/imcreport.pdf+%22non- traditional+marketing%22+and+%22marketing+mix%22&hl=en&ie=UTF-8

McHale, Tim, and Hespos, Tom. "BMW Films: The Ultimate Marketing Scheme." iMedia 10

July 2002. imedia Connection.com 24 May 2003. http://www.imediaconnection.com/content/features/071002b.asp

Prasad, Naik A., Murali, Mantrala K., and Sawyer, Alan G., "Planning Media Schedules in the Presence of Dynamic Advertising Quality." Marketing Science Vol 17, No. 3, 1998.

University of Florida. 24 May 2003. http://bear.cba.ufl.edu/centers/mks/abstracts/vol17/no3/naikmantralasawyer.html

Automotive Industry Overview." Siebel Systems. 24 May 2003. http://www.siebel.com/products/industries/automotive/industry_overview.shtm.

McHale, Tim, and Hespos, Tom. "BMW Films: The Ultimate Marketing Scheme." iMedia 10 July 2002. imedia Connection.com 24 May 2003. http://www.imediaconnection.com/content/features/071002b.asp

IMC Report." Universidad de Navarra. 24 May 2003. http://216.239.37.100/search?q=cache:woLljvFzSpgJ:www.unav.es/grice/HP/texto/pdfpaises/imcreport.pdf+%22non-traditional+marketing%22+and+%22marketing+mix%22&hl=en&ie=UTF-8

Prasad, Naik A., Murali, Mantrala K., and Sawyer, Alan G., "Planning Media Schedules in the Presence of Dynamic Advertising Quality." Marketing Science Vol 17, No. 3, 1998. University of Florida. 24 May 2003. http://bear.cba.ufl.edu/centers/mks/abstracts/vol17/no3/naikmantralasawyer.html… [read more]


Anheuser-Busch's Budweiser PR Campaign Love Term Paper

… A decade later, they were placing ads on railroad cars for "rolling billboards." And by the turn of the century, 3-sheet posters had become a primary medium for Budweiser campaigns, featuring slogans like "Budweiser...the great leader " and "Budweiser...everywhere." Later,… [read more]


Fever Stimulation Beverage: Promoting Myself Business Proposal

… I also have a strong background in supplementary products, and can speak with personal knowledge about the benefits of the various herbs that compose Fever.

My appearance and background as an athlete as well as an actor and a model will help give Fever a healthy image of physical strength and potency. Fever is an aspirational product after all -- people who wish to use the product aspire to be the best they can be -- in the bedroom and in other facets of their lives.

As an in-house representative with experience in the entertainment industry I will be able to represent the brand outside of the enclaves of the corporate offices -- but because of my background in business I will still be able to strategize and make use of integrated marketing techniques. I have also kept abreast of current developments in the industry and appreciate the trends Fever is catering to -- people are no longer looking for a sharp, caffeine buzz and crash, simply to struggle through their workday. Instead, they want what they consume to enhance the pleasures of their life.

Fever needs a consistent marketing presence and strategy so it becomes the beverage of choice of the target consumer. It is not enough to sell a quality product -- every company must also sell an image. The natural, low-sugar aspect of Fever will attract young people who are appearance-conscious; its sexy emphasis on pleasure will pique young club-goers who want a naturally enhanced 'high.' But the difference between Fever and other herbal drinks available today will be lost unless there is a campaign that crafts a message that is communicated every time a consumer sees a bottle of Fever on the shelves, or sees Fever advertised.… [read more]


Brand Effect on Consumer Behavior Research Paper

… g., higher price = higher quality). For the Chinese, the brand effect is very important. In China, brands accounted for one-third to one-half of all consumers' expressions of intent to purchase (2004). As an indicator of the importance of a… [read more]


Ewom Communication and Brand Trust Term Paper

… EWOM Communication and Brand Trust

Brand Trust and Customer Equity

EWOM Communication and Customer Equity

Brand Equity Drivers and Customer Equity

Relationship of Equity Drivers on Customer Equity

Value Equity Drivers

Brand-Related, Relationship-Related and Value-Related Drivers

Developing eWOM Campaigns

Things… [read more]


Consumer Behavior Essay

… Consumer Behavior

When you are in the business of selling products it is very important to understand why consumers buy what they do. Being successful at marketing, sales and customer service all depend on understanding why people buy what they do and why they buy it from whom they do. Having this basic understanding lends a company to better develop their marketing and advertising plans in order to be successful (John Mehrmann, 2007).

There are three main categories that affect why people buy. The first is that of prestige, luxury, and style. When people purchase for this reason they usually do it with some intent. They tend to make these types of buying decisions well ahead of time and with plenty of thought put into them. The second category that affects why people buy is that of quality, reliability, durability, or reputation. These decisions are typically based upon past experiences. The third category is that of saving time and money (John Mehrmann, 2007).

Once the concept of why people buy things is understood then a company can begin to design their marketing and advertising campaigns. Using the Theory of Planned Behavior which states that if people believe that a behavior is positive, and if they think that others want them to perform the behavior, they will have a higher intention to perform that behavior. I looked at three different advertisements regarding air fresheners to which this theory applies.

The first advertisement was for Airwick. This was aired during the evening news at 7:00 PM. The target audience for this advertisement was people who like to be at home and want it to smell good when they are there. The expected level of involvement for this product would be high. The need that is created for this product is to have a nice smelling house by using the Airwick Symphonia. With this product you can always have your favorite fragrances that rotate every hour so that you always notice them.

The second advertisement was for Ambi Pur. This was aired during an episode of Law & Order, at 9:00 PM. The target audience for this advertisement was people who want to be able to smell their favorite fragrances in their homes. The expected level of involvement for this product would be high. The need created for this product is to be able to always smell your favorite fragrance by using the Ambi Pur Symphonia that allows you to pick two of your favorite scents and the machine rotates the fragrances.

The third advertisement was for Glade. This was aired during an episode of the Simpson's at 9:00 PM. The target audience for this advertisement was people who want nice smelling houses. The expected level of involvement for this product would be high. The need created for this product is to be able have a nice smelling environment within your house, by using the Glade Sense & Spray. It has a motion sensor that goes off when motion is detected near it.… [read more]


E-Advertising the Contemporary Trends in the Business Research Proposal

… E-Advertising

The contemporary trends in the business environment are more and more supportive of the annulment of barriers between markets. Instead of a multitude of markets one could almost speak about a global market where all the players are free… [read more]


Influence of Branding on Consumer Purchasing Behavior Research Proposal

… Branding Strategies

Assessing the Influence of branding on consumer purchase behavior is begins with an analysis of how the accumulated effects of marketing strategies contribute to the permanency of branding and their accumulative effects on consumers. The impact of Web… [read more]


Market Research in Order to Generate Term Paper

… Market Research

In order to generate the desired results in my inquiry, as a marketing manager, I will engage the services of a market research firm. Through a research project, I will be able to generate data that are ensured… [read more]


Retail Branding Term Paper

… Internationalization of Branding in the Retail Industry

In the past few decades, issues surrounding branding in the retail industry have emerged as a significant concern for retailers, consumers, and the fashion industry alike. Organizations are using branding as a strategy… [read more]


Career Over the Next Fifteen Term Paper

… According to the DOC, advertising directors also supervise the final product of advertisements to make sure that their creative content matches the marketing needs of the company in question. For example, if the company wanted to reach a young crowd they would want to produce funky, edgy ads rather than relying on traditional jingles or more conservative imagery. Finally, advertising directors constantly interact with people within the advertising firm, such as creative directors and graphic designers, and without, such as clients and the media. According to the United States Department of Labor's Occupational Outlook Handbook, careers in this field are forecasted to expand but competition is expected to be fierce. Travel is required, as is knowledge about specific geographical regions or demographics.

Based on what I have read in the Occupational Outlook Handbook as well as the DOT, I am perfectly suited for a position as an executive advertising manager. I enjoy long hours and highly intense work, especially if it involves dealing with other people and forming business relationships. I want to network and act as a liaison throughout my professional career. Moreover, I relish the idea of keeping abreast of marketing trends and researching the changes to the consumer demographic as well as changes occurring in specific industries. Working as an advertising manager will enable me to constantly learn about different fields and different businesses and the job will never be boring. Finally, although competition is stiff, the salary level is relatively high.

As I foresee myself pursuing a postgraduate degree I should me more than prepared to meet the requirements of the position. In fact, the Occupational Outlook Handbook lists only a basic college degree as a requirement. Therefore, a graduate degree will prepare me to meet the rigors of the industry. I hope to learn more about demographic research and other in-depth fields related to the advertising industry while in graduate school. Thus, I will fully meet any minimum requirements and combined with hands-on industry experience, I will be able to successfully manage a large advertising firm.

My personality traits gear me for such a position. A driven, affable individual, I can well withstand the stress and strain of working in the advertising industry. I enjoy the concept of marketing, understand its importance and relevance in the business world, and also enjoy interacting with people from all walks of life and from all types of industries. I feel I have a keen understanding of the fluctuating market, of different consumer demographics, and also know what works and what doesn't in terms of advertising. Based on what I have read about the managerial positions in the industry, I know the job will be a perfect fit.

Works Cited

Advertising, Marketing, and Public Relations Managers." Occupational Outlook Handbook. http://www.umsl.edu/services/govdocs/ooh20002001/73.htm.

Manager, Advertising (Code 164.117-101)." Dictionary of Occupational Titles. http://www.occupationalinfo.org/16/164117010.html.… [read more]


Start Management Simulation Chapter

… Pop'n Bottles PNB

Quarterly Management Report

Financial Ratios and Discussion

PNB INCOME RATIOS

You can see that income to sales has fallen, this is because sales have fallen and thus cost is larger share of income.

This is #1 variable… [read more]


Craft Marine Corporation Case Analysis Research Proposal

… Craft Marine Corporation Case Analysis

Craft Marine Corporation

The case study presents the situation of Craft Marine Corporation and the challenges the company has to face, given the circumstances that follow the 9/11 terrorist attacks. This situation has changed the company's sales program, being forced to modify its advertising and sales strategy. The question that rises concerns these modifications and how they will be implemented in order for Craft Marine Corporation to achieve its financial objectives.

Craft Marine Corporation provides fiberglass pleasure boats, being a pioneer in this market segment. The company's range of products covers all the categories: family (pleasure), offshore, cruiser, fishing and water skiing. But the pleasure boat market in the United States is currently suffering from slight setbacks. This will definitely affect the company's sales in terms of units sold in the following years, until customers; economic situation will improve.

Although the company's sales in 2001 were similar to sales in 2000 and bigger than sales in 1999, this increase was due to boat prices increase. Even more, sales by unit have decreased 6% in 2001 in the entire industry. This decrease was reported by Craft Marine Corporation also. Given the economic circumstances, it is obvious that the units sold by the company will not increase in the following year if special measures are not implemented.

Regarding the company's market distribution, Michigan, California, and Florida represent the most profitable states for the company. Craft Marine Corporation has a significant number of clients in states like Minnesota, Texas, Wisconsin, New York, Ohio, South Carolina, and Illinois. All these account for 12.9 million registered boats throughout the United States, purchased from Craft Marine Corporation.

Problem Statement

The issue here is how to properly divide the advertising budget in order to comprise as many activities as possible. Craft Marine Corporation requires an aggressive advertising campaign. This means that some activities will receive a bigger percentage of the budget.

Craft Marine Corporation has invested significant amounts of time and money into developing its products. However, without suitable publicity, these improvements may go unnoticed, and the company's efforts will not be rewarded in sales increases. This is what public relation means: doing something good and speaking about it.

Situation Analysis

Strengths

Quality of products - for Craft Marine Corporation, as for boat owners, quality comes first. The company will not make any compromises regarding the quality of its boats, no matter how high the price might become. Customers also are determined to not make any compromises regarding the quality of the boats they want to purchase.

Sales growth - the company has reported significant increase in the number of units sold over the past years

Solid presence on the market - the company's situation on the market has improved each year, becoming one of the most important boat providers.

Weaknesses

Product prices - the quality provided by Craft Marine Corporation for its products requires significant financial investments in the development area, production, raw materials, and other implied costs. These investments are… [read more]


Information Interview Term Paper

… Networking

Information Interview

After making a list of about 30 possible contacts in the business and nonprofit industry that I received through friends, family members and school associates, I decided to interview Keith Roberts at a medium-sized advertising/marketing agency in the area.

A decided that I wanted to interview Roberts, because of my interest in marketing and public relations and also to work for an agency vs. A corporation.

My questions included:

What was his educational and experience background and how did he break into the ad agency field;

How long as he been with the company;

What are his overall responsibilities;

Have these responsibilities changed with promotions and job changes;

Does he like his work -- why/why not; what are some of the challenges he faces and what brings him the most satisfaction;

How many hours does he put into the job on a regular basis and how does that jive with his objectives for his personal life;

What is an overview of expected salary from a job like this;

What is the company's lifestyle, such dress, schedule, work at home possibility, weekend/night work;

What does he plan to do in the near, long-term future regarding his work; would he suggest my going into this type of work;

What is the demand for this type of position;

What particular skills, personality traits are needed; does he have other contacts for me;

What if I wanted to apply for this firm in the future.

The interview went very well. He gave me about an hour of his time and also took me out for lunch. I was able to meet with a few other people who worked in the agency and learn more about what they did in their positions.

He referred me to another marketing person at a larger firm that did advertising and marketing for larger corporations. The firm that he is with has medium-sized and smaller companies. They do some work for larger organizations, but that is rare. His firm also has an emphasis on web marketing and design; this other firm does more print and TV/radio. As…… [read more]


Responsive Structure Term Paper

… Responsive Structure

Responsive Organizational Structure

There is no one ideal organizational structure. Rather an organization must be able to effectively relate to its market environment and serve the needs of its customers in a responsive fashion. It must have a structure that facilitates industry goals and allows it to compete with other companies in its market. There must also be a fit between the organization's structure, its size, its technology, and the requirements of its environment. (Borgatti, 1996)

For example, advertising companies that make one-of-a-kind custom products and provide unique services to the customer will differ from, say, car manufactures in their structures. In advertising companies, typically, people's skills and knowledge is more important than the sophistication of the machines that are used during production. Because of their unique services that require the advertising firm to be responsive to each and every single client's demands, these firms are relatively expensive to operate. The work process is unpredictable and hard to pre-program or automate. There are few levels of hierarchy, the CEO has little control over day-to-day administrative affairs of individual employees, there…… [read more]


Sales Marketing Publicity Research Paper

… This is quite a bit different from publicity especially, but even from public relations. Public relations there is some control over the message, but the message is usually communicated through an intermediary. For example, a website might report on a… [read more]


Marketing Management Discussion Question Answers Essay

… Marketing Management

Discussion question answers of Marketing issues

Do you believe that prices should reflect the value that consumers are willing to pay or should prices primarily reflect the cost involved in making a product or service. Defend your answer?… [read more]


Integrated Marketing Communications Programs (IMC) Research Paper

… 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 be integration and creativity as it ensures coordination, which, hence ensures elements of coordination are strategic. Advertisement helps to provide shortcuts about what a brand is and demonstrates professionalism on part of brand owner. Proper marketing should be ensured to prevent wasted efforts on the MIC program.

Conclusion

Firms have a common goal of increasing sales and profit; despite these common goals, firms are often at odds. Marketing complain about poor led by sales, and in turn, sales complain about quality of leads generated by marketing hence causing these odds. These disconnections can have damaging effects, which cause delays, wasted… [read more]


Media Advertising: Posting Research Paper

… 00 and the $0.98 for max bid suggested by Facebook). Finally, specify the amount of time for which the ad should run.

Step 4: Ad Review

The ad, as it will appear once posted, is displayed, incorporating the information input in all the previous sections. Changes can still be made at this stage (Catholics Democrats, 2008).

Step 5: Order Placement

Facebook already has, in its possession, Sushi Fashion's credit card details; hence there is no need to provide such again when placing the order (Catholic Democrats, 2008). One may be required to wait a few hours before the ad begins running, since Facebook does "reserve the right to approve the ads" (Catholic Democrats, 2008).

The ad's performance can be checked by comparing the number of times it has run, against the number of clicks it has received through the Ads Manager application (Catholic Democrats, 2008).

Part Three

Through the Facebook page post ads advertising option, the ad, once posted on the Sushi Fashions Fan Page, will "get additional paid distribution among fans, friends of fans, or even non-fans within the sidebar or newsfeed" (Social Media Today, 2013).

Despite the wide coverage, advertising through Facebook does not lack its share of risks. The most significant ones are;

Losses -- there is a significant risk of incurring losses, especially because past campaigns have shown that the CTR (click-through rate) for Facebook ads by users is extremely low, and is not reflective of the advertising costs (VanHoose, 2011). In 2010, for instance, the ad CTR was only 0.051%, almost half the standard CTR (VanHoose, 2011).

Cybercrime -- unscrupulous imposters masquerading as Sushi Fashion officials could develop their own page in the business' name, and use it to conduct illegal or redundant activities; a factor that could impact negatively on the business' reputation and profitability (VanHoose, 2011).

Loss of privacy -- Facebook redesigns its site several times every year, and each time it does, users' privacy settings are changed to default with no notification, literally publicizing all the information regarding a user. A business requires some degree of confidentiality, which if not observed, could give away valuable information to competitors (VanHoose, 2011).

Internet advertising has significant large-scale benefits, outweighing the costs and associated risks; which is why it still remains a fundamental marketing strategy for most business units (VanHoose, 2011). First, internet marketing enables the realization of scale economies. Since people who have access to the internet are in a position to view an online ad as many times as they wish, "the expense of putting the ad in place can be divided by a large number of consumers to yield a lower" per-consumer average cost (VanHoose, 2011 p. 192).

A second advantage is that internet advertising makes it possible to customize ads and target selected groups (VanHoose, 2011). It is possible to identify a target group, their browsing patterns, as well as buying patterns using cookies and then design ads in a manner that incorporates these elements (VanHoose, 2011).

References

Catholic Democrats. (2008).… [read more]


Components of IMC Research Paper

… Components of IMC

Components of an Integrated Marketing Communications Program

The breadth and depth of traditional and online marketing channels continues to proliferate. The greater the growth of these traditional and online channels, the more urgent the need to synchronize them all to a common objective corporate-wide (Caemmerer, 2009). The foundational elements of marketing including advertising, public relations, sales promotion and a myriad of other marketing activities all must integrate to a common objective to ensure consistency and focus (Kliatchko, 2005) as the characteristics, depth and extent of marketing strategies continue to become more complex and focused, the need for an integrated marketing communications (IMC) program and strategy become critical to the success of any firm. The intent of this analysis is to evaluate the components of an IMC, identify strategies that evaluate the effectiveness of an IMC, and analysis and provide recommendations on the value of each component of an IMC strategy.

Defining Integrated Marketing Campaign Components

From the most complex consumer-focused IMC strategies to those that are oriented from one business to another all share seven core components. These include the foundation or the specific definition of the product and market, including an assessment of consumer behavior and market dynamics (McArthur, Griffin, 1997). Additional components include the corporate culture, brand focus, consumer experience, communication tools, promotional tools and integration tools. Each of these seven components must be aligned across traditional or offline and digital online ones as well if an IMC strategy is going to attain tis objectives (McArthur, Griffin, 1997). Of these seven components of an IMC, the most critical is the corporate culture, as that will determine the extent to which an organization will willingly embrace change or not (Gonring, 1994). The influence of a transformational leader is critical for ensuring cultural alignment within an organization (Caemmerer, 2009). Transformational leaders have the ability to orchestrate the many aspects of an IMC strategy while also ensuring everyone responsible for its execution has a very strong sense of ownership and accountability of results (Howard, 2002) Studies of exceptional customer experiences also underscore how critical it is for a company to cultivate a strong customer-driven culture, as it serves as the foundation of successful integration of marketing strategies and tactics (McArthur, Griffin, 1997). Companies who excel at IMC strategies successfully combine foundational elements of marketing, galvanizing them with strong leadership and a culture that is strongly customer-driven. All of these factors together combine to also create a very strong brand focus, as exemplified by Disney's execution of IMC strategies and the resulting high levels of brand equity produced and maintained (Broadcasting & Cable, 2012).

Additional IMC components include communication tools, promotional tools and integration tools. Taken together these are the unifying elements of any successful IMC strategy (McArthur, Griffin, 1997). They also act to galvanize strategies across offline and online communications and marketing channels. The communications tools are the most visible component of any IMC strategy, encompassing both offline or traditional media and online media channels (Gonring, 1994). The… [read more]


Advertising and Promotion Research Paper

… Advertising & Promotion

The role of the advertising agency is an important one, because it is focused on ensuring that a company or individual is marketed correctly to the public (Altstiel & Grow, 2006). Without the right kind of marketing,… [read more]


Marketing Advertising Marketing Plan

… Marketing

Advertising is part of the marketing mix that is designed to persuade a consumer to purchase something. Of course, there are many ways of doing this, and the "science" of this media has certainly evolved in the last century. Advertising is subliminal, sophisticated, pervasive, covert, overt, and a seminal part of the contemporary world. Advertising is particularly important within the market niche of fast food -- particularly when a company tries to compete with the giant mega corporations of McDonald's, Taco Bell, and Wendy's. Jack-in-the-Box, founded in 1951, has over 2,100 locations that primarily serve the western part of the United States. The e coli scare of 1993 hurt the company, which lost millions of dollars as a result. However, after the scare, the company came out with a new marketing strategy, menu add ons, and a number of safety issues designed to assure the public of the restaurant's safety (See, for example, "Jack in the box," 2009).

Jack in the box Mini Sirloin Burger Commercial -- to launch a new product, the Mini Sirloin Burger, Jack in the box turns towards a combination of humor, anachronism, and disproportion, the audience is drawn into -- "Oh my, look at that." The ad is not serious, but it is meant to be discussed, meant to be remembered. The idea that the "mini-burger" would come from a mini-cow, rustled by a mini-wrangler on a mini-horse, but still have the taste of the maxi. Thus, no difference in taste, but now on the bandwagon for the "slider." The Table below represents the analysis of the commercial from a Marketing/Advertising Perspective:

Issue

Type

Notes

Message Strategy

Combination Conative and Promotional

Certainly, designed to inspire clients to run to the nearest JIB and purchase the mini burgers. However, the message strategy supports the continual "Jack" promotions (witness end) and the notion that the little guy can be "bigger" than the big guy.

Appeals

Emotional -- How cute, repetition, and cleverness

The idea of being cute makes the consumer pay attention -- the whimsical nature makes it noticed, and discussed.

Creative Brief

Fantasy

The magical realism view involves not sex, in this case, but nostalgia -- the idea of the range, the cowboy life, and the honesty of the lone range comes through.

Leverage Point

Assumption of culture

The western is a cultural icon in American entertainment -- it brings back the idea of simplicity -- yet new taste and the idea of ensuring the JIB will do what the customer wants. In this case, the nostalgia plus the picture of juicy mini-burgers leverages the entertainment value with reality.

Executional Framework

Dramatization with use of magical realism

The audience does not expect the "miniaturization" of cows, cowboys, horses, or the ranch. It is a dramatization of the old "Spaghetti" westerns, but with a twist to remember.

Spokesperson

Jack

Jack ends the commercial…… [read more]


Sales and Marketing Research Proposal

… Sales and Marketing

To the Heads of the Sales and Marketing Departments of Widgets, Inc.:

It has been observed that an unfortunate tension exists between the sales and marketing teams of our organization. On the surface, this seems difficult to understand. After all, theoretically, members of these teams should be the 'best' at communicating, of all of the organization's employees. Our jobs involve working with the public and conveying why our products are of such high quality, and are so desirable. However, there is a fundamental difference of approach between the two departments, even though we all have the same goal. By merging our strengths and overcoming our differences, the sales and marketing departments can both enrich their reputations within the company as well as corporate revenue.

Marketing people tend to be numbers-driven in terms of determining what appeals to consumers. If they notice that consumers within a certain demographic have proved to be highly responsive to an appeal to their pocketbooks in their studies of consumer psychology, then that is the approach they will focus on when designing an advertising campaign. If the target demographic for a new product is that of the coveted 18- to 34-year-old market segment, they will be determined to use the Internet as a vehicle for reaching the public, given the data they have compiled about patterns of web-surfing behavior amongst younger people. Salespeople, in contrast, tend to focus more on people on a one-on-one basis. Perhaps this is because so many individuals in the department began in the retail sales department. When appealing to people, salesmen and women tend to trust their 'gut' instinct about what worked to sell to individuals, when they were involved in selling the product on the front lines to consumers. Salespeople are inclined to trust personalized, hard-selling persuasive techniques, and rely on their emotions as to what feels right.

Marketing people are more apt focus on metrics about buying behavior, such as business school studies about how consumers move through the store and how lighting may influence buyer's purchases -- these concerns are seldom the main focus of…… [read more]


Integrated Marketing Communication Strategy Advertising PR Online Essay

… Marketing Communication

I must admit that I cannot imagine my life without the mass media. In addition to entertainment, almost everything I know about the world is the result of the mass media. The electronic media is particularly important in providing information. Through newsgroups and newsletters I can connect with people throughout the world and find out about their way of life and their belief systems. In addition, the news is updated almost by the minute by sites such as BBC and other news media on the Internet. Of course, the mass media is great for entertainment too, and I have all the celebrity and movie information I need at my fingertips either via remote control or keyboard. It is hard to imagine that anything that is so much fun could be bad. One disadvantage could be the tendency to believe as fact what is in fact only opinion. A person should be very careful about applying critical thinking to the mass media.

I cannot imagine my life without a cell phone. Not only does it keep me in touch with friends and family, but it is also a great potential business tool. A parent can stay in touch with a teenager who is out at night or with teachers. In the case of accident or injury, cell phones provide ready contact to people who can help. Of course cell phones also have their disadvantages. Taking a call during a date or a lecture for example has become the newest trend in bad manners. On the whole, I believe that cell phones are extremely useful and I don't want to be without them.

1. Motorola's communication objectives were to reach the global community via their product. They also wished to change their somewhat less than exciting image towards something that would appeal to a younger population group. As such, they studied and adopted many of the language trends among young people, and also…… [read more]


Communication and Effect on Sales Term Paper

… This made the campaigns relevant to people that wanted to be highly involved or even those who just wanted to be part of the fun. Therefore, the campaign was successful as it was able to reach a huge audience.

In order to make sure that the promotion is successful an organization should be on the ground and know the behavior of the customers towards the promotion. In this case, Coke was successful because they listened to what their consumers were doing with the campaign so as to be able to surprise, uphold the momentum and spark future conversations all through the campaign period (Marketing, 2012).

Once Coca-Cola decided on how the message would reach its target audience, they came up with a strategy on how the information was going to reach the audience. The medium chosen to convey the information on the campaign was appropriate. The share a coke campaign story broke on the pages of newspapers followed by a flow of other marketing trade coverage. There was also television campaigns that featured photos of volunteers that shared their names aired in sports such as football and rugby leagues.

Many people associate with celebrities and media and therefore using these would be effective in a campaign. Coke was successful since they involved key media and celebrity influencers who have a large social media footprint. They sent them personalized seeding kits containing coke products with their names and campaign messages so that they could share with their fans. This made customers more aware of the campaign since they associated it with people they like.

For an advertisement to be useful the consumers have to have something they can associate the advertisement with. Coke created songs that were broadcasted on air nationally. These songs were then used by consumers as inspiration for connecting through facebook. The consumers were also invited to send a name of their friend that was then projected on a live iconic Coca-Cola sign. The internet is also a very good tool that is sued for advertising. Coca-Cola used a key internet tool; social media for its advertisement. Participation and mass sharing was conducted through facebook providing the consumers with tools to connect and share a coke.

This campaign exceeded its initial expectations, with millions of people getting together to share a coke both virtually and literally. The consumption of coke by young adults went up during the campaign which made 2011 the most successful summer coke has ever experienced. This campaign also changed attitudes as teens stated that it gave them a positive impression of the coke brand (Marketing, 2012).

It is important to evaluate communication and sales effects in markets. This is because through this evaluation an organization is going to gauge whether the promotion to be used is going to be successful or not. This evaluation is also going to assist in finding out the most appropriate promotion tools that are effective within the particular market. It is also useful since it helps in gathering information… [read more]


Promotional Strategy Book Report

… Given the expenditures needed to mount an effective campaign, it is essential that advertising generate or reinforce positive attitudes rather than negative ones.

The major types of advertising are institutional advertising (which tie in with corporate identity and advocacy-type advertising),… [read more]


Marketing Involvement Consumer Research Paper

… The evoked set is the shortlist, and all marketers want to be on that list. When it was recommended to advertise one resort when a person was looking at a competitor, that was an attempt to move from the inert set to the evoked set. Now, with each person being distinct, the key is that you always want to be in the evoked set. Also important is that if you are to end up in the inept set, then do not waste your time pursuing those consumers. This is a simple matter of qualifying customers. A high end resort is going to be in the inept set for a lot of consumers who simply cannot afford it -- that's fine, as long as the high end resort does not waste its time and money pursuing those consumers. It needs to identify consumers who have it in the inert set and move them to evoked, and then convert on those consumers who have the resort in the evoked set by making a pitch that matches with their needs. The perceptual map shows how different resorts might be viewed by a consumer. The key to winning the consumer is to find a spot away from the bottom left, and preferably away from other key competitors as well. That indicates that the perception of the resort is unique, and it will therefore have an easier time winning business in a hypercompetitive market.

References

Brisoux, J. & Laroche, M. (1981). Evoked set and composition: An empirical investigation under a routinized response behavior situation. Advances in Consumer Research. Vol. 8 (1981) 357-361.

Cauberghe, V. & Pelsmacker, P. (2008). The impact of banners on television: The role of program interactivity and product involvement. CyberPsychology and Behavior. Vol. 11 (1) 91-94.

Lin, L. & Chen, C. (2006). The influence of country-of-origin image, product knowledge, and product involvement on consumer purchase decisions: An empirical study of insurance and catering services in Taiwan. Journal of Consumer Marketing. Vol. 23 (2006) 248-265.

Martin, C. (1998). Relationship marketing: A high-involvement product attribute approach. Journal of Product & Brand Management Vol. 7 (1) 6-26.

McNamara, S. (2014). Consumer involvement theory. AdCracker. Retrieved March 10, 2014 from http://www.adcracker.com/involvement/Consumer_Involvement_Theory.htm

Appendix A: Examples of low involvement products

There's a reason they stick this close to the cashier

So low involvement you can go your whole life without actually purchasing one!

If you thought about it, you'd never buy this junk.

Appendix B: Examples of Medium Involvement Products

If you seek out the cage free, you're thinking on a medium level!

Appendix C: Examples of high involvement purchases

Cars- a high involvement purchase

Houses -- don't rush into that purchase.

Looks easy, but…… [read more]


Marketing Strategy the House Brand Research Paper

… Thus, both luxury and value will be key characteristics that will be promoted. This will be a promotion-focused campaign as we are seeking to launch this product and win market share from existing competitors.

Other Factors

There is a low involvement learning need. Consumers already have a pretty good understanding of what ice cream is, so we're good there. Consumers will need to rediscover this product in the sense that they will now be exposed to it outside of the Target context. This is accomplished through greater awareness, in particular of the new distribution. After you sell them on Archer Farms, you need a tagline that mentions that the product is available "at your local grocery store" or "at finer grocery stores nationwide" so that consumers realize it is not just a Target brand any more. There is expected to be an increase in consumption of Archer Farms ice cream as the result of this initiative. If there was no expectation of increased consumption, we would be insane to spend this money increasing production, distribution and promotion of it. Our marketing and the increased distribution are going to be major factors in increasing consumption.

This campaign is going to basically reintroduce Archer Farms to the national audience and ask them to see the product as a viable national ice cream brand rather than a Target house brand. This campaign will establish a brand position as a product of affordable luxury, or aspirational status, in order to build a niche in between mainstream ice cream and the established luxury brands. As we are trying to win customers from the two major market segments, the target market is around 160 million people and that necessitates a "go big or go home" approach to diffusion, promotion and all other aspects of this launch.

References

Akdeniz, M., Calantone, R. & Voorhees, C. (2013). Signaling quality: An examination of the effects of marketing -- and nonmarketing -- controlled signals on perceptions of automotive brand quality. Journal of Product Innovation Management.

McNamara, S. (2014). Consumer involvement theory. AdCracker. Retrieved February 24, 2014 from http://www.adcracker.com/involvement/Consumer_Involvement_Theory.htm

Mehta, A. (2013). Ice cream is not impulse in supermarkets. Buy Stories. Retrieved February 24, 2014 from http://thebuystories.wordpress.com/2013/06/10/icecream-category-at-supermarkets/

US Census Bureau. (2012). 2012 national population projections: Summary tables. U.S. Census Bureau.…… [read more]


Marketing Models Review Research Paper

… Product decisions that touch on branding and packaging are very important from the promotional perspective because the name of a brand and how it is packaged communicates a product's attributes. A brand name that communicates a product's attributes and meaning… [read more]


Marketing Plan for Blueprint Cleanse Marketing Plan

… Marketing Plan for Blueprint Cleanse

Marketing Plan

BluePrint is a juice company that has made a huge hit in sale of juices and nut bars. The company sells organic juice from different fruits and also offers juice mixes for their… [read more]


Marketing Metrics and Contingency Plan Marketing Plan

… When talking of metrics, it will also be assumed that decision such as pricing and budget will also be made with the knowledge of metrics such as the contribution margin of each sale and the break even point. These metrics can be gathered from the internal management accounting information regarding costs.

Contingency Planning

If the sales targets and/or profit targets are not met, it is essential that the firm has a contingency plan. There are several plans which may be suggested; from the export of the products to another cold area where there are many older cars, such as Russia. However, this may be a challenging contingency plan, and could be expensive to implement, so may be more suited to an expansion plan for a latter date.

The alternative may be to look for a contingency plan in terms of the pricing and the channels of distribution. As the product is already being offered at a low price with the target market in mind, reducing this further may not be the best move if it impacts the potential profitability and extends the payback period. The use of alternate channels may be viable; outlets such as TV shopping channels, or the use of infomercials, where the product can be shown and demonstrated. This will increase the exposure of the target market to the product, and may allow for a larger quality of sales from a few sources. This may require an adjustment on the wholesale price is sold through the TV shopping channels, but with the quantity of sales it may be beneficial. Therefore, the primary contingency plan will be an expansion of sales channels.

References

Farris, Paul W; Bendle, Neil T; Pfeifer, Phillip E; Reibstein, David J, (2010), Marketing Metrics: The Definitive Guide to Measuring Marketing Performance, Prentice Hall

Jeffery, M, (2010), Data-Driven Marketing: The 15 Metrics Everyone in Marketing Should Know, John Wiley & Sons

Kotler Philip;…… [read more]


Marketing Industry Introduces People Essay

… Regarding an individual's influence of personal sensations in buying a certain product, this is relevant in cases of physiological needs or health issues. For example, we are more likely to buy a beverage when we feel thirsty and food when we are hungry, both of the situations being dependent on bodily sensations. Therefore, we need to drink because we feel thirsty but, when we buy a specific beverage, with a clear inclination to favor one over another, then it is a case of wanting. Suppose we would have our lunch in a restaurant or even at work. The marketing industry would seek to benefit from that by advertising on the radio at noon time. Through this, it has created an opportunity of which the customers may become aware. Likewise, medication is usually prescribed by our doctor but there are less severe cases when we look to aspirin, for example, for head aches and the like. Therefore, taking the medicine is something we need to do to relieve the pain and not something we want to do.

The first step to consumer behavior is to acknowledge that a state of things is contradictory to our well being. From plain physiological needs of being either thirsty or hungry to more complex issues, more existential concerns, needs or wants shape our perspective of and over life. We want to be happy but also we need happiness because of the powerful positive emotion that influences the well being of our mental health. But something we need turns into something we want if and when we cannot afford to have what we need. People in some third world countries want clean water because this is a necessity for survival. And our desire is for them to have clean water because we also want them to survive. But when we are unable to fulfill this desire that influences other people's well being it also reflects on our personal state of mind. Therefore, wanting to see those people in full disposal of water facilities is our own psychological need that results from other's social needs.

In some cases, the line between need and want is very thin, like in the situation presented above. It is also complementary but, when addressing consumer behavior from an economic point-of-view, we find that we often want more than we need. We might put that on society's most consumerist behavior than ever before. Either way, wanting doesn't always lead to having which can indeed induce a restless emotion and further affect our situation. When we want something is not always because we need it but because of the idea that purchasing a specific item will complete something in our situation or self. When shops advertise for items on sale, we don't really asses whether we need them but act on a feeling of wanting. In this respect, the marketing industry has managed to induce us a feeling that we might actually need the item on sale and therefore we rush to purchase… [read more]


Mochalicious Marketing Plan Marketing Strategy Research Paper

… 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 capabilities to manufacture the top quality coffee products. The company also gives strong focus on customer satisfaction, quality management, research and development, and effective marketing efforts which are the key to a successful future in the industry.

Mochalicious Coffee also has certain weaknesses in its business operations. For instance, it has very limited operations in the local…… [read more]


Marketing Strategies the Marketing Plan Delivers Marketing Plan

… 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… [read more]


Ethics in Marketing Research Paper

… 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 is getting involved, having now issue a set of business principles and children's rights that serve as a framework for marketing ethics with respect to selling to children.

Horovitz, (2011) notes that as restrictions are developed with respect to marketing to children, such a blending games and advertising content, in order to suck children into the marketing. This is tricky enough with adults, but children stand very little chance of resisting, and the result is usually the economic exploitation of the children for the gain on the company that is doing the selling.

Dishonesty

Another issue is with dishonesty in… [read more]


E-Commerce Marketing Plan Term Paper

… This entails as many reciprocal links be built into the site as possible in order for the site to gain traction in the search rankings.

However the most interesting way to actively promote this website was identified to be with the assistance of a marketing model known as tribal marketing. Tribal marketing is an approach that organizes target markets into various groups or tribes. These tribes can represent various different types of group associations. For example, one group could be people who work together while another group could represent all the members who communicate on various websites. Therefore, members of a local art club might represent one tribe and an online network of people who love hand painted porcelain could represent another tribe.

Using this model the website can target different tribes through social media as well as direct email marketing. Once the tribal leader is identified, this individual should be offered incentives to join the new website. For example, the tribal leader might be offered free space online to host their individual online store in connection to the auction site. The idea is that once the tribal leader becomes a loyal customer then they will spread their experience to the rest of the tribe and the marketing promotion can spread in a viral manner and grow exponentially.

One example of the tribes that should be identified and target might be followers of a specific blog which covers art related discussions. The blogger could be approached with a special offer to help promote the new site. They could also be offered a financial incentive to spread the word amongst their followers through an affiliate program. Another tribe that is useful under this model would be non-profit organizations. The website could target these organizations and offer free services to host their auctions. This would serve as a strategic partnership since the non-profit organization would help promote the website through their members. Many other examples such as these exist and the website should target as many tribes as feasible possible by first rating the tribes potential and then reaching out to the tribal members with a special promotion. Using this strategy the website could exponentially grow traffic with a minimal marketing…… [read more]


Social Media Marketing Companies Marketing Plan

… Since, it is not necessary that particular software if runs good for one project will result in best for the other as well. Though, it is difficult to find ideal software that fulfills all of your requirements but you may make comparisons and choose the one that provides maximum benefits.

The common advantages that social media marketing tools offer are real time accessibility, saves time, aligns organization, easier decision making, provides opportunity to spot favorable trends and keeps focus on central goals. However, it is hard to find all features in one software so you would have to make an analysis first that what you actually requires and then choose the right tool for marketing business.

For example, if you want to have an access to best reporting features then SproutSocial is the tool that can help you a lot in business marketing. It has number of other features as well in addition to advanced reporting. You can make comparisons with competitors' success rate by using this software. It quickly takes a snapshot and makes comparisons for mentions, influence, followers gained and engagement on Twitter. One must keep on looking for the better tools for the social media marketing since better tools will bring better results. (Zeckman)

Mid-Course Adjustments to Social Media Marketing Campaign

The trends in the marketing world changes every now and then and in order to keep pace with the modern world, it is important to deploy latest techniques for your business. Similarly, different softwares are introduced from time to time that helps to increase the efficiency of social media marketing. Therefore, one must keep the edge to adjust changes in the marketing plan. For example, if the business needs to improve the number of visitors to the page and so increase the sales then one may introduce different techniques to achieve the social media marketing objectives. Similarly, if the business is not receiving expected return on investment then marketing team would have to increase their efforts and apply some new strategies like marketers may increase the market research efforts by setting online prediction markets and other social media marketing applications.

Longer Term Metrics

Engagement Duration is one of the longer term metrics that requires major adjustments in marketing strategies. In order to increase the engagement duration, most of the businesses add in videos, podcasts and other social media tools to the blogs or pages. There are several marketing strategies practiced on Facebook, Twitter, MySpace and other social media sites.

Similarly, customer loyalty, size of network and number of subscriptions measures whether the organizational goals are met properly and if they require adjustments in the marketing plan. Since, these metrics are the basic and the long-term measures of marketing plan so managers must focus on them.

It is always recommended to the marketing managers that keep on looking over the efforts that are working and the ones that are failing and then make decisions accordingly which changes are required in the plan.

Bibliography

Heidi Cohen . (2011,… [read more]


Culture and Advertising the Traditional Research Paper

… Society value these celebrities to the extent that they would want to look like them or act like them. This forces or dictates their reactions to television advertisement. Celebrities have set the bar high enough when it comes to television advertisement thus it is critical to adopt the use of this contemporary culture in order to relate to the target groups.

In press or mass media advertisement, billboards and newspapers are full of celebrities' picture to attract the attention of consumers or target groups. Celebrities coin business contract with companies and organizations in order to participate in such promotions. Since society knows these celebrities, they think and feel that the relationship of commodities and the famous persons make them who they are. "Various researches have focused on the frequency of African-American endorsers appearing in the magazine advertising, from the standpoint of product type, role portrayals, occupations, media type, and gender" (Brody et al., p 134). This raises their curiosity to try the products and services according to the promotions. This curiosity benefits the company through improvement in revenues and production levels. This explains why numerous football and wrestling stars participate in promotions or advertisements. Members of the society want to associate themselves with the celebrities by purchasing or procuring goods and items they help promote.

Meet- the -- audience advertisements oversee participation of celebrities who take the opportunity to help promote the commodities of the organization in the context. When celebrities accompany the promotional team, members of the society take it seriously, as they want to associate with their idol and mentor. This feeling and thought generate effective outcome in relation to the aims of the organization. These promotions and advertisement are in the manner to relay a picture to the society that these celebrities use the products. In order to appear like their idols, it is crucial to adopt the products by the society hence enhancement in the relationship with the commodities. Online advertisement also applies the use of celebrities in order to woe new and potential consumers to procure products and services. This would entail relaying the information to the society through the help of famous individuals (celebrities).

Advertisement has the impact of turning the interest of the target group to the subject of promotion. Advertisement allows the society to have clear insight on what is in the market. Advertisements also inform consumers on relevant product prices and variety of commodities at their disposal. This makes the celebrities crucial to have effective and efficient plan to reach the target group. Corporate culture has to understand the contemporary culture or modern trends to know the needs and preference of the society. This would enable corporate entities to reap the benefits of effective and efficient advertising through low cost of production and high revenues. The contemporary culture that proves to have a positive influence on the outcome of advertisement is celebrity. It acts as the important tool to reach the society in the context of the advertisement. This makes celebrities… [read more]


Marketing Mix Marketing Plan

… Many of these retailers also have online components, which would also increase the online presence of the product.

Nike has often been successful in partnering with schools and other businesses to promote its products. Directly working with schools as part of the marketing initiative would be yet another way to use 'place' in an effective manner. For example, Nike could construct exclusive deals with schools that were attempting to fight the obesity epidemic by offering low-cost pedometers to students at a discount, so the children could track their daily steps. This would create a built-in clientele for the product as well as arouse interest about the pedometer in the community, given the publicity it would likely generate.

Nike could also send out information to physicians, suggesting the pedometer as part of the 'prescription' for a healthy lifestyle of patients seeking to lose weight or maintain a healthy weight. Walking, along with a healthy diet, is a drug-free method to facilitate weight loss. Many physicians are concerned about the rise in weight-related, chronic conditions amongst their patients, and there are also questions about the advisability of automatically using drugs to treat conditions such as pre-diabetes and obesity. Using a pedometer is an excellent, measurable, and realistic fashion to get a sense of how much activity is going on in a patient's life and can give both doctors and patients a sense of how they need to modify their diet and exercise program for optimal health.

Works Cited

"Marketing mix." The Times Business Case Studies. [21 Apr 2012]

http://businesscasestudies.co.uk/business-theory/marketing/marketing-mix-price-place-promotion-product.html… [read more]


Marketing Sports Drink in Today Marketing Plan

… This respect for consumers translates into more effective marketing strategies.

"Processes" refers to the recognition and appreciation of the discipline, creativity, and structure that is brought into the marketing strategies for products (Kotler and Keller, 2012, p.25). Openness to innovative and unique ideas with regard to format and content of marketing strategies may help the company develop more state-of -- the art concepts for marketing that could provide a competitive edge. Kotler and Keller (2012) indicated that establishing processes that effectively guide activity is an integral component to the development and maintenance of long-term business relationships that are mutually beneficial. By remaining open to creative input from all staff within the company and encouraging dialogue and discussions about marketing activities, the company is more likely to develop and implement more effective, far-reaching marketing strategies.

The third "P" is "Programs," which includes all of the consumer-directed activities associated with the company (Kotler and Keller, 2012, p.25). This includes all activities related to the more traditional marketing mix of product, price, promotion, and place. In regards to product, the company could emphasize the stay-cool feature of the drink container, and develop a brand name that captures the essence of the drink. The quality of the beverage itself could also be highlighted with a focus on scientific evidence of effectiveness. The price component of the marketing mix involves the development of an appropriate list price. This could be done through comparison studies of similar sports drink products being offered by competition, and setting price in a similar range. Promotion involves advertising, public relations, and direct marketing. Effective promotion could be achieved by developing sales campaigns directed at the young, athletic demographic. Promotion activities could be effectively executed through social networking, television ads, and direct marketing at sporting events. The final component, place, refers to the locations for the sales and marketing of the product. The sports drink could most effectively be marketed in locations where physically active people are more likely to be present, such as college campuses or workout facilities.

The final "P" involved in effective holistic marketing management is performance (Kotler and Keller, 2012, p.25). This involves measures that can be used to accurately reflect financial and non-financial implications associated with the product including, profitability, brand equity, and social responsibility. Studies could be conducted to assess the effectiveness of marketing campaigns for the sports drink by assessing financial reports before and after advertising campaigns in order to ensure that the marketing campaigns are effective in content as well as target market segment.

References

Kotler, P., Keller, K.L. (2012). Marketing Management, 14th Edition. Prentice Hall, Inc. ISBN: 0-13-600998-0.

Snell, P.G., Ward, R., Kandaswami, C., Stohs, S.J. (2010). Comparative effects of selected non-caffeinated rehydration sports drinks on short-term performance following moderate dehydration. Journal of International Sports Nutrition. 7, 28. Retrieved 15 April 2012 from http://www.ncbi.nlm.nih.gov/pmc/articles/PMC2936297/?tool=pubmed.

Ballistreri, M.C., Corradi-Webster, C.M. (2008). Consumption of energy drinks among physical education students. Revista latino-americana de enfermagem, 16, 558-64. Retrieved 15 April 2012 from http://www.scielo.br/scielo.php?script=sci_arttext&pid=S0104-11692008000700009&lng=en&nrm=iso&tlng=en.… [read more]


Marketing of a Sports Drink Marketing Plan

… Marketing

In order to market this new sports drink, the different elements of the marketing mix need to be developed (Kotler & Keller, 2012) . The old four Ps include product, which here is a run-of-the-mill sports drink and a gimmicky bottle. The price will probably be premium. The positioning will have to be premium, and it will probably trade on the funky bottle. The promotion is likely going to focus on this message as well, and with the distribution being saturation in order to match the promotions of competitors. Thus, the product will be utilizing a differentiated strategy. Budget-wise, this is something that will compete against national firms with large marketing warchests, so hopefully we are similarly equipped. Also, a P. that is not normally mentioned is important here -- patent. The bottle is the main source of competitive advantage, so that patent needs to have ironclad protection, making it difficult for competitors to develop anything even close to it. If we innovate and lose that advantage two months later, we're done.

Kotler and Keller support the idea of a new four Ps, which are people, processes, programs and performance. The idea behind people is that the people within the organization are key to success. So the first step in marketing this product is to put a good team together. The product itself is unspectacular -- most people already have refrigerators so the only thing this bottle does is make it a little more portable, for hiking, kayaking, etc. It is going to be priced higher than competing products, without adding much benefit to consumers, and it doesn't have half the brand that the major competitors have. We are going to need good people to sell this thing. On my team, I want people who have sold sports drinks, but I also want people who have sold products of little marginal utility for a premium price.

Processes, as described by Kotler and Keller, focuses on creativity and structure. In this case, the objective has to be to overcome the faddish nature of this product. Many people might give the product a try, but the key is to make sure they buy it again, and again. Obviously the product will need to be a part of that, but the marketing process is going to play a role. The team needs to ensure that it not only has a great idea to start, but that it continues to generate great ideas. Some of the advertising is going to be outsourced, but it is essential that the company puts up the right amount of money in order to secure the best agency to produce those eye-catching ads. In addition, we need to continuously be on top of the marketing information, getting the right feedback. We must always update the information. So again,…… [read more]


Marketing Communication Plan for Re-Launched Cadbury Wispa Bar Marketing Plan

… ¶ … relaunch of Cadbury's Wispa bar. Through case study examination and marketing communication planning, the study acknowledges successes surrounding the relaunch of the Cadbury Wispa bar, and aims to sustain and extend Wispa brand and product success. In particular,… [read more]


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

… 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… [read more]


Role of Sales and Marketing in the Lodging Industry Research Proposal

… 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 the markets. Within these two segments, there are further budget segments, ranging from low to higher and top tier segments.

In the lodging industry, market segmentation would then depend upon the type of consumer that the lodge is aiming to target. Families would most likely form part of the budget segment. Here, the lodge would seek to attract a high volume of consumers in order to gain as much as possible revenue from them. Means at their disposal to target this market would then be sales items such as loyalty programs and marketing items such as…… [read more]


Integrated Marketing Communication Plan Marketing Plan

… 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… [read more]

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