"Advertising / Marketing / Sales" Essays

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Marketing Environment: Based on the Specific Source Essay

Essay  |  3 pages (930 words)
Bibliography Sources: 3

SAMPLE TEXT:

Marketing Environment:

Based on the specific source used, marketing can be described in various ways though it basically refers to the process of planning and executing the formation, pricing, promotion, and allocation of ideas, products, and services to develop exchanges that meet individual and organizational objectives. Notably, this process of establishing a market for products and/or services is dependent on market research. Generally, the marketing process is geared towards the fulfillment of a firm's objectives while providing a means for fulfilling the needs and demands of customers as well as stakeholders. Notably, the fulfillment of the stockholders' and customers' needs is also driven towards providing a means of profit for the organization.

Marketing for the Hershey Company:

The Hershey Company is largest producer of quality chocolate within the North American region and the worldwide leader in chocolate and sugar confectionary. In addition to chocolate and confectionary goods, the firm's principal product groups include food and beverage enhancers like baking ingredients, and mint and gum refreshment items ("The Hershey Company," 2009). Throughout its global operations, the company functions as a single reportable portion in producing, marketing, selling, and distributing several packages of its variety of products in over 80 brand names.

The Hershey Company has divided the selling and marketing of the organization into three different segments i.e. Hershey North America, Global Marketing Group, and Hershey International. These segments are responsible for leveraging the firm's marketing and sales leadership in America and Canada, focus on important strategic growth areas in international markets, and develop capabilities that maximizes on unique customer trends. Notably, the company's marketplace extends from its supply chain to the customers enjoying the goods.

Marketing Environment Forces:

In its marketing initiatives, the Hershey Company product and services is likely to be impacted by some marketing environment forces. The three marketing environment forces that will impact the firm's marketing of products and services include economic, societal, and technological factors. The societal forces are factors that basically contribute to changing demands for a product or service. The Hershey Company will be affected by societal forces because marketers have the task of providing products or services that the society wants while lessening what they don't want. As a result, marketers are responsible for change products or services based on the changing societal needs. For instance, the society has become increasingly concerned with the need for healthy diet products that contribute to the need for manufacturing sugar-free, minimal fat, and lessened calorie offerings in the chocolate industry (Sena, n.d.).

The likelihood of the impact of economic forces originates from the need for marketers to change their marketing mix as the economy undergoes through various stages of the product life cycle. In most cases, the buyer patterns and behaviors are different depending on underlying conditions of economic growth. Some…… [read more]


Sponsorship Proposal Essay

Essay  |  5 pages (1,456 words)
Bibliography Sources: 5

SAMPLE TEXT:

Sponsorship Proposal

Marketing Plan

Go-Go Music Show is a live music performance that has established itself as a premier event in Washington DC. The event, which is now entering its 31st jubilee, showcases remarkable performances from renowned artists across the globe. The festival presents a fantastic opportunity for those present to free and relax their minds from busy work environment… [read more]


Oakley Pro-Lenses Marketing Plan Marketing Plan

Marketing Plan  |  4 pages (1,189 words)
Style: Chicago  |  Bibliography Sources: 3

SAMPLE TEXT:

Besides providing modern glasses, we will also create special glasses according to our clients' preferences, using customization at an affordable price.

What differentiates our product from others offered by our market is the innovative technology. Our interest is to surprise the customers with unique, smart glasses which will make not only look good but will also save time and avoid stress. These types of glasses are intended for people who want both themselves and their lifestyle to be unique and modern.

Competiton.

Even though for Oakley Prolenses we don't have direct competitors; our competition is an indirect one, being represented by the well-known brands of sunglasses such as a Ray-Ban, Prada, Polaroid etc.

Objectives

Our objective is to promote a new type of sunglasses: smart, modern, having a unique technology especially designed for people who are open-minded, having a busy lifestyle, full of energy and who know that technology can make your day! Also, another objective is to increase our market share, becoming the leaders on the market.

Oakley ProLenses wants to make an easier and more comfortable life for all consumers. Considering that the product is new on the market and doesn't have any competition, one of Oakley's objectives is to be the market leader in sun glasses and to implement the latest technology.

Positioning

In order to have success, Oakley Pro-Lenses needs to position itself in the mind of the consumer as a high-quality product. We want our product to catch the interest of those passing by, even though they are not even looking for this product: this is why we intend to open our own small shop in the center of each city. Another channel of distribution will be represented by our online web page, through which we will transmit our customers all necessary information about the products: price, products catalogues, transportation.

Promotion

As we mentioned earlier, we considered that our product addresses mainly tyoung people in who have an active lifestyle. But we want a wider variety of people to be familiar with our brand. This is why we decided to adopt an out of home (outdoor) media type, meaning we will try to reach people in public places through flyers. The main purpose of these flyers will be first of all, to announce the opening of our shop, taking into account that people should be aware that we provide a different kind of product. Also, we want to transmit the main reason for which people should visit our store: our sun glasses are unique.

Considering our innovative product, we must take into consideration sales promotion techniques in order to attract more clients. This is why we planned an attention-getting consumer promotion, through which we will offer those purchasing our product a free pair of normal Oakley sunglasses.

Market Strategy

Therefore, considering our product, we decided to choose pricing as a strategy. This means that we will pay careful attention to regular sunglasses offered by the competition earlier in the project (considering that they are selling… [read more]


30 60 90 Day Sales Plan Business Development Specialist Marketing Plan

Marketing Plan  |  1 pages (380 words)
Bibliography Sources: 1+

SAMPLE TEXT:

¶ … Sales Plan for a Business Development Specialist

Day Plan

Define monthly goals for discovery calls, product demonstrations and cold calls and include in Salesforce.com for tracking and review.

Meet with each Senior Sales Manager and determine their 30, 60 and 90 days objective, their yearly quota, and their expectations of what a Business Development Specialist assists them with.

Meet with the VP of Marketing and discuss the role of Business Development Specialist to see how best my role and their department can work together. Goals of this meeting are to also discuss how best to use collateral and other marketing materials throughout the sales process, and to see which marketing meetings that Business Development Specialists need to be involved in.

Meet with product marketing and product management to gain insights into products and services, and understand their competitive positioning in the market.

Create sales support plans for each Senior Sales Manager as a result of activities during the month and define a project plan for each. It is anticipated each Senior Sales Manager will have significantly different needs and will need completely different support strategies as a result.…… [read more]


Societal Marketing Concepts Term Paper

Term Paper  |  5 pages (1,542 words)
Bibliography Sources: 7

SAMPLE TEXT:

Societal Marketing Concepts

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


Marketing Plan for a Sleep Center Marketing Plan

Marketing Plan  |  2 pages (613 words)
Style: MLA  |  Bibliography Sources: 1

SAMPLE TEXT:

Marketing

Monitoring and Evaluation

There are a number of good performance measures that can be used to test the effectiveness of a marketing plan. Indirect measures include revenues (have they increased?) or profits (did high-margin customers increase?). For the most part, however, measures about the effectiveness of a marketing plan should be based on marketing-specific metrics.

For Dr. Sleep, this likely involves customer surveys, non-customer surveys and analysis of sales data. The surveys can be used to reveal a wide range of information. Brand exposure is a key area of concern, and can be best measured with a survey of people how are in the target market, but are not currently customers. It is valuable to know how much exposure the brand has. Additionally, these same respondents can be questioned about their likeliness to use such a service in general. This is because while the respondent is captured is a good opportunity to learn about the likelihood of non-customers to become customers.

Surveys of customers can focus less on brand exposure (they've heard of us) and more on other metrics. It is valuable to know how well the marketing program sold people and convinced them to become customers. It is worth testing the influence of different elements of the marketing plan. For example, was it simply enough to plant the seed of seeing a sleep therapy service that convinced them to spend their money with Dr. Sleep? Or, were they already considering a similar service and some element of the marketing plan (price, etc.) convinced them to choose Dr. Sleep over other competitors.

In addition, customer satisfaction surveys can test the effectiveness of the product/service offering itself in the marketing mix. In a sense, we do not need repeat customers, since that would imply failure on our part, but we do want referrals. Thus, we can…… [read more]


Marketing Plan for a Company Marketing Plan

Marketing Plan  |  15 pages (4,494 words)
Bibliography Sources: 5

SAMPLE TEXT:

Marketing Plan

This marketing plan is for Starbucks, to guide the company to its revenue and growth objectives. The plan focuses on the cash cow market on the United States and the high growth market of China as twin means by which the company's overall strategic objectives will be achieved. These two work in concert because the cash generated in… [read more]


Marketing Plan Relaunch Essay

Essay  |  3 pages (1,440 words)
Style: Harvard  |  Bibliography Sources: 3

SAMPLE TEXT:

Marketing Plan Reluanch

Re-launch Plan for the RSP-150 Solar Power Maintainer

Re-launch Plan Goals and Milestones

Implicit in the re-launch of any existing product or service is the need to more closely define its unique value proposition (UVP), competitive and market position, and first re-assess and then strengthen its core messaging strategies. The essence of any successful product re-launch is… [read more]


Advertising Creative Principles Essay

Essay  |  8 pages (2,741 words)
Style: Harvard  |  Bibliography Sources: 10

SAMPLE TEXT:

Management Information Systems

Creative Principles

Advertising: Creative Principles

Advertising is the art of selling. It is not only colors, graphics and visuals that are increasingly becoming the central focus of advertisements today. The gender differences are used in advertisement since decades. Everyday thousands of advertisements are run on different channels and printed on magazines. There are hidden yet noticeable messages… [read more]


Marketing Spin to Match Essay

Essay  |  2 pages (698 words)
Bibliography Sources: 0

SAMPLE TEXT:

I would be the first person ever in my family to obtain a graduate degree.

Q2. What are the contributions you will make to the program and how will your experience and expectations benefit classmates and the EMBA program?

My unique perspective would enable me to contribute a multifaceted cultural and historical perspective to the history and practice of business. My formal marketing career began in 1989 so I have witnessed firsthand the dramatic historical shift that occurred with the transition from pre-Internet to post-Internet marketing. This has made me uniquely aware of the differences between marketing in the 20th century and marketing in the 21st century. I pride myself in being forward-thinking and while I have worked to promote products via more traditional marketing channels, I am acutely aware of the shift that has occurred in marketing in terms of how products and services are showcased and how consumers relate to those services and products. Branding and brand definitions have changed and become more interactive and relationship-based. However, the human elements of managing workers and clients through cross-functional teams and in B2B and B2C relationships still are based upon timeless principles of customer segmentation and demonstrated value.

I have also worked in a variety of high-pressured settings, both for advertising agencies and for corporate clients in fields spanning from telecommunications to the food industry. I would be an invaluable resource for my student colleagues who were interested about exploring new career paths and help them understand the similarities and differences between different occupational settings in the field of marketing. Also, on a personal level, marketing requires the ability to be both 'left brained' in terms of keeping an eye on technical specifications and the bottom line but also to be 'right brained' enough to see the world from a completely different perspective. I believe I exhibit both of these qualities in my skill set and character profile and hope to use my organizational and communication skills to be an asset in the classroom.… [read more]


Marketing Plan of My Company Term Paper

Term Paper  |  6 pages (2,233 words)
Bibliography Sources: 6

SAMPLE TEXT:

Business Plan

Marketing Plan

Business plan of Mochalicious

Business PLAN i

This assignment is based on the new business of a coffee shop, which is going to be opened in Australia, where people love to drink coffee, and it is the lifestyle of Australians. The name of the company is MOCHALICIOUS. Furthermore, this report will provide the background of the… [read more]


Impact of Social Media on the Advertising Competitiveness of Small Businesses Multiple Chapters

Multiple Chapters  |  25 pages (6,661 words)
Bibliography Sources: 15

SAMPLE TEXT:

¶ … Social Media on the Advertising Competitiveness of Small Businesses

Limitation and Delimitation

Significance

Results and Major Findings

Tactics

Word of Mouth

Communicating with Customers

Considerations

Implications of Study in Organization

Attracting New Customers Right When They want to Make a Purchase

Helps Businesses Engage their Customers

Helps the Organization to Outsmart their Competition

Enables an Organization to Offer… [read more]


Islamic Marketing Strategy Article

Article  |  19 pages (5,870 words)
Bibliography Sources: 15

SAMPLE TEXT:

(Miller, 1996) This is to differentiate the Islamic production process such that the Islamic process considers the impact the product would have on the whole society. Thus, more importance is given to the welfare of the society and satisfying human needs. (Al-Faruqi, 1992)

2.1.4 False advertisements prohibited.

The idea of propaganda through the media is prohibited in Islam. (Hassan et.al,… [read more]


Marketing Mix and Kindle Fire Essay

Essay  |  5 pages (1,638 words)
Bibliography Sources: 3

SAMPLE TEXT:

This can best be seen with the pricing strategies of the Kindle Fire and the Nook Tablet, which are both priced at $159 and offer almost identical features. The competition between these two tablet providers forces them to meet each other's prices. As such, the consumer is left to determine which tablet he or she will purchase based on other factors such as brand loyalty, personal selling, or word-of-mouth advertising.

While the bargaining power of sellers is relatively high, the bargaining power of buyers is relatively low to medium. Amazon must price its products so that the consumer is happy with the pricing and they do not look to any of Amazon's competitors for less expensive substitutes. However, many times, product pricing is not determined by Amazon itself and instead determined by the bargaining power of its competitors. As such, the competition between suppliers benefits the consumer.

The last force that must be analyzed is the amount of competition Amazon's Kindle Fire experiences from rival service providers. As stated previously, the competition between the Kindle Fire and the Nook Tablet is relatively high. Because of this, the Kindle Fire almost immediately meets any pricing change among its competitors. This high level of competition requires the Kindle Fire to constantly be monitoring how its competitors perform and any new services or products that are introduced into the market.

Using the marketing mix in conjunction with the analysis of Porter's five forces allows a marketing specialist to come up with a marketing plan that is tailored to the company offering the product and tailored to the demographic the product is being marketed to.

References

Colbert, F., Nantel, J., Bilodeau, S., Rich, J.D. (2001). Marketing Culture and the Arts. 2nd

Edition. Quebec: Ecole des Hautes Etudes Commerciales (HEC).

Kindle Fire. (2012). Amazon.com. Accessed 5 November 2012, from http://www.amazon.com/Kindle-Fire-Amazon-tablet/dp/B0083Q04IQ

Kingsley-Hughes, A. (2012, 5 May). Kindle Fire is the iPad's latest casualty. Forbes. Accessed 5 November 2012, from http://www.forbes.com/sites/adriankingsleyhughes/2012/05/05/kindle-fire-is-the-ipads-latest-casualty/

Nook Tablet. (n.d.). Barnes and Noble.…… [read more]


Marketing a Concise Executive Summary Essay

Essay  |  5 pages (1,508 words)
Bibliography Sources: 0

SAMPLE TEXT:

a. The expected drawbacks of the recommended solution and the key major impediment

By targeting one specific market, Rosso would be branding his product accordingly. Choosing one option prevents him from slanting his product to numerous other categories of consumers that may be interested in buying the product.

More so, Rosso will be theoretically targeting a small population -- hipster -- who like to consider themselves unique. To be unique, this necessitates that the brand not be widely diffused. Rosso is intending to do that but it also spells less sales. This is reinforced by the fact that Rosso is targeting a luxury market. In other words, Rosso has so tightly limited his market that he may be limiting his sales too. The brand -- and the work involved (including the original TV and print advertisements) -- will potentially be expensive. We would hope that Rosso makes some profit as a result…… [read more]


Customer Segmentation Literature Review Chapter

Literature Review Chapter  |  4 pages (1,345 words)
Bibliography Sources: 5

SAMPLE TEXT:

Almost all the customers in the segment have access to available forms of communication. The producer can use the internet to promote the product. The use of the internet ensures that the customer has access to all products produced by the company. Magazines and newspapers are among the print media used for advertisement. Television advertisements made by the company and aired regularly to ensure that many people view the advertisement. The use of the internet is the most efficient mode of communication especially among the high-income earners. Television advertisements are effective among the middle-income earners. Printed media is a favorable mode of advertisement among low-income earners (Bailey, Baines, Wilson, & Clark, 2009).

Customers respond differently to the advertisement made by the producer. The customers who use the internet frequently ask questions through the website. The use of the website enables customers to evaluate the features of the product. The company uses customer care representatives to interact with the customers. This mode of communication is preferred to its reliability and cost effectiveness. The customers who prefer television advertisement follow up the advertisement by calling the number displayed on the screen or visiting the company's website. Low-income users may read more about the product from the printed media and contact the producer through telephone calls and social media. The company can carry out a survey to evaluate the source of the information about the product. This survey will enable the company to market its products through appropriate means that suit the customers in the segment. The management can also collect information from the follow up to improve the advertisement used (Dibb & Simkin, 2009).

Customer segmentation plan

This is the mode of marketing where the organization evaluates the available segments in the market and the effective way to communicate. Communicating to customers for marketing research ensures that the right information is collected. The management can evaluate the use the internet to evaluate the number of customers visiting the website to determine its traffic. Understanding the segment market and the appropriate mode of advertising to use saves the organization money. Toyota's position in the global market is credited to extensive advertising and promotion of its products. The company mainly uses the internet to communicate with its customers. This mode of communication enables the company to market its products over a wide geographical area.

The communication between the customers and company representatives improves brand awareness and customer relations. The company has benefited from the use of the internet to produce products that address the needs of the customer. The internet has enabled the company to penetrate the market, which has promoted sales. The company has been able to venture into new markets by producing products that are suited for a segment in the market. Demand for off-road vehicles in Africa is among the success stories of the company. The demand for cheap off-road vehicles has enabled the manufacture to cater for this niche market and gain a competitive advantage over other companies in the… [read more]


Marketing Internet TV -- Present Term Paper

Term Paper  |  4 pages (1,176 words)
Bibliography Sources: 5

SAMPLE TEXT:

Studies reveal that prominent placements can negatively impact brand attitudes of viewers who report high levels of program liking (Cowley & Barron, 2008). Furthermore, when a product is placed more subtlety into the content there is far less risk of a negative experience.

However, some of the most blatant product placement advertisements have also been successful. One excellent example of product placement can be provided by the Transformer movie series. General Motors provided the cars that were used in a movie about vehicles that transform into evil-fighting robots (Movie Biz, 2007). In this arrangement GM did not even have to pay for their cars to be included in the film. Rather they provided roughly a million dollars' worth of vehicles and equipment as well as agreed to pay for some of the movies promotional material that featured their vehicles.

The GM cars in the movie are actually the central characters which are somewhat abnormal for most product placement projects. The amount of exposure that the brand gained through this medium is enormous since the movie became a blockbuster and the central characters were the heroes of the film. The target audience was composed of the younger demographics and the movie presented the cars as "cool" (Associated Press, 2007). Although, this demographic is the target, the movie also works to influence the opinions of other demographics such as the baby boomers who still wish to be "cool."

Conclusion

With the exponentially expanding use of the internet for content delivery, advertisers will have to become more creative to deliver a message. Most consumers now have technology that allows them to block marketing interruptions and the future of the thirty second add is grim at best. Utilizing product placements directly in the content is one option to bypass the role that technology is playing. Yet the research based on the effectiveness of product placements is fairly mixed and still developing. There have been many successful uses of the medium however there have been an equal number of failures. Some consumers exude negative responses to a brand if it is blatantly being marketed in their favorite programming; while others are more responsive when a product enters their favorite programming. Furthermore, it was also identified that, in general, the more subtle the placement is then the less likely it is to have a negative response. However, if it is too subtle then the consumer might not even notice it. The combinations of these factors make product placement a complex route for marketing and still one that is being developed.

Works Cited

Associated Press. (2007, July 3). 'Transformers' a GM ad in disguise. Retrieved from NBC News: http://www.msnbc.msn.com/id/19562215/ns/business-autos/t/transformers-gm-ad-disguise/

Cowley. (2011). The Ubiquitous Product Placement. Sydney: The University of Sydney.

Cowley, E., & Barron, C. (2008). When Product Placement Goes Wrong: The Effects of Program Liking and Placement Prominence. Journal of Advertising, 89-98.

Google TV. (2012). How it works. Retrieved July 22, 2012, from Google TV: http://www.google.com/tv/features.html

Google TV. (2012). What you can watch. Retrieved July 22,… [read more]


Holistic Relationship Marketing Essay

Essay  |  10 pages (3,594 words)
Bibliography Sources: 7

SAMPLE TEXT:

In doing and creating all these systems to better support customer relations and external relationship marketing these same businesses began to notice a missing link in the process, which was that employees who were not happy and invested found it far more difficult than those who were to be positive in every customer relations encounter. From this recognition came a… [read more]


Marketing Management While the Pharmaceutical Essay

Essay  |  5 pages (1,428 words)
Bibliography Sources: 5

SAMPLE TEXT:

Ultimately, the hotel would be in a better position to sustain future profitability and customer loyalty.

Question 3

Even if I was completely confident in the recommendation of my associate in the advertising firm, there is still quite a bit of information I would need to examine in order to make my final executive decision. Despite my overwhelming confidence in… [read more]


Mcdonald's Integrated Marketing Campaign Dissertation

Dissertation  |  48 pages (12,619 words)
Bibliography Sources: 48

SAMPLE TEXT:

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


Marketing - Nike: Company Analysis Research Paper

Research Paper  |  15 pages (4,320 words)
Bibliography Sources: 20

SAMPLE TEXT:

" Newsweek. (1998). ]

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

It is widely known in the advertising… [read more]


Companies Use Advertising Plans Marketing Plan

Marketing Plan  |  8 pages (2,083 words)
Bibliography Sources: 1+

SAMPLE TEXT:

Online advertising is compatible with people's values, needs and past experiences (Xu and Quaddus, 2010).

Websites and search engines are two important channels of online advertising. Important benefits of online advertising are the immediate results and the ability of making the changes quickly (Rognerud, 2010).

Conclusion:

Online advertisement is a form of promotion which uses the World Wide Web and internet to deliver marketing messages to attract customers. Nowadays most of the businesses are going online to advertise and sell their products and services. The internet combines aspects of television, print, radio advertisements in an interactive environment and it provides new and fast paced experience for consumers.

The growth of World Wide Web has changed the way of marketing approach. Online marketing can be accessed by anyone, anywhere if they have an internet connection and device such as car console, TV, phone, computer and tablets etc. The main goal of online marketing is maximizing the relationships and increase awareness to the customers about the product or service which the company offers. Online marketing offers low cost advantage and high potential for the product in the market. Online marketing methods include online advertising, e-mail marketing, social media, Search Engine Optimization (SEO) and affiliate marketing etc. online marketing works hard to build, brand and boost business. It helps in supporting awareness, serve, connect with prospective and current customers and generate sales (Thomas, 2010).

Great marketing is a key to success of any product especially when it comes to new consumer electronics. Automobile and Electronic consumer market is a large industry and there is a great opportunity for new products to capture a large share of this market. The company can succeed if they involve in continuous innovation, diversification and customer satisfaction of its products.

In recent days, most businesses are taking advantage of online advertising as it involves low investment and more benefit through which customers can access the product information from any part of the world and any time and this gives the flexibility for customers to go through the product specifications and usage whenever they want and take a decision on their purchase. If there are any changes in the product or innovations, the company can easily convey the message to customers. The online advertising has become a boon for those companies who want to gain more profit with less investment.

Bibliography:

Luther, William M. (2011), "The Marketing Plan: How to prepare and Implement It," AMACOM Div American Mgmt Association.

Wong, Ken K. (20100, "Approved Marketing Plans for new Products and Services," iUniverse, Anselmo, Donna. (2010), "Marketing Demystified," McGraw-Hill Professional.

Thomas, Lorrie. (2010), "The McGraw Hill 36-Hour Course: Online Marketing," McGraw-Hill Professional.

Rognerud, Jon. (2010), "Ultimate Guide to Search Engine Optimization: Drive Traffic, Boost Conversion Rates and Make Tons of Money," Entrepreneur Press.

Xu, Jun and Quaddus, Mohammed. (2010), "E-business in the 21st Century: realities, challenges and outlook."

Shi, Yong; Wang, Shouyang; Kou, Gang and Wallenius, Jyrki (2011), "New State of MCDM in the 21st Century: Selected Papers of the… [read more]


Marketing IMC for the HP Marketing Plan

Marketing Plan  |  3 pages (870 words)
Bibliography Sources: 3

SAMPLE TEXT:

The lessons will allow for feedback, and new lessons or tutorials will be released every week. The empowerment will be supported though social networking media, including a highly interactive Facebook page where users can get advice and tips. The users will also receive an invitation to join the 'exclusive' Slater users group, which will be an online forum with a unique URL, where they will get advance notice of new apps that may be useful and new on their slate, as well as be able to give feedback on their experiences.

Slide 4

The initial print advertisement will support the idea of empowerment, with the tag line for whoever you are and whatever you want to do. The bottom of the advert will give details of where support and tutorials can be found, including the company Slate web page, the Facebook page, the You Tube channel. The advert may also incorporate a QR code. Later advertisements will build in this idea and show different uses.

Slide 5

The TV advertising will focus in the different uses, how people will benefit from having a Slate. The storyboard above show how this may be achieved, obviously Beanie may be changed for another character, showing real people using the tablet. The advert will start with an individual looking lost, and then pan to another, who looks confident and empowered, using their slate, with screen shots of the Slate inserted and showing the way it is used. This may include accessing local knowledge and looking up information, using the Slater for entertainment, which may show the individual on transport watching a film, they may then see something newsworthy and take a picture. They then edit the image on the Slate and send it to a new outlet, and receive payment. The Slate is shown as up-to-date and useful, a tool for users to make their life easier.

Later advertisements may include feedback from real users, saying how useful they find the device, especially after using the online tutorials, helping them get the most out of their Slate.

Slide 6

Bill boards will use a similar strategy to the print advertisements. They will be placed in areas where there is a lot of passing traffic, areas where there is a high level of congestion and location near shopping and office areas. The key is to ensure not only that the location have a… [read more]


Sex in Advertising Term Paper

Term Paper  |  17 pages (4,609 words)
Bibliography Sources: 1+

SAMPLE TEXT:

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


Communication Through Various Advertising Techniques Term Paper

Term Paper  |  8 pages (2,258 words)
Bibliography Sources: 1+

SAMPLE TEXT:

Blinded since birth, Scheur states (Enews, 1999),

For me, the Internet has been a personal odyssey of discovery as it has allowed me access to information and communication with my clients and my associates. The use of the Internet has made it possible for me to manage SMG as well as to build and turn around complex healthcare organizations, nationally… [read more]


Promotion Colgate Kitchen Entrees Term Paper

Term Paper  |  6 pages (2,134 words)
Bibliography Sources: 5

SAMPLE TEXT:

Promotion

Colgate Kitchen Entrees was listed as one of the biggest product flops of all-time (Daily Finance, 2013). The product was launched in 1982, and enjoyed no success at all. The product was frozen food, and the idea behind it was that there was synergy between the eating food and brushing teeth. The synergy made no sense to consumers, and… [read more]


Lenovo FY Development Costs Launch Research Paper

Research Paper  |  3 pages (797 words)
Bibliography Sources: 3

SAMPLE TEXT:

Lenovo

FY

Development Costs

Launch & Market Costs

Forecasted Units Sold

Price

Revenue

Future Value

NPV

$10,032,688

Probability Commercial

Probability Technical

The commercial success of this notebook is questionable, maybe moderate at best. These estimates show that the NPV is going to be over $10 million, but the ten-year life span for the new product does not seem realistic. The life cycle for a notebook computer is a lot less than ten years. So what will end up happening is that in the early years, we can realistically achieve the $400 price point, but after that we will have to discount in the competitive Western markets, and will have to sell for lower prices in emerging markets as well. If we analyze the numbers, the sales are spread out a fair bit, meaning that the ten-year life span is necessary to recoup a ten million NPV. The breakeven point is just over five years away, probably as long as we would want to try selling a new laptop model, again making this a risky project.

Another assumption with which I am uncomfortable is the 6% discount rate. While interest rates are low in the West, Lenovo is based in China, where inflation is running at a fairly high rate, and would be higher if the currency floated freely. So while Lenovo does get some financing from the West, I think its cost of capital is going to be quite a bit higher than 6%, just based on the cost of capital in China in general. A higher discount rate means that the future cash flows are going to be lower. Again, there is a real challenge here with respect to maintaining the $10 million NPV figure.

Part 2. The current Lenovo brand is already well-associated with notebook computers, and in fact it is one of the brand leaders (IDC, 2013). The key is that there needs to be a little cross-marketing, for example with the manufacturer of the operating system, which in this case is Microsoft. All of the competitors use this OS as well so the Lenovo brand has to be able to differentiate itself.

The brand strategy therefore needs to emphasize how Lenovo is now the market leader in laptops and how it offers incredible value. This will place emphasis on the established positioning of Lenovo within the marketplace, especially vs. its closest competitors. This is…… [read more]


Culture and Marketing Strategy Research Paper

Research Paper  |  3 pages (911 words)
Bibliography Sources: 3

SAMPLE TEXT:

The ad does not disclose that this athlete tried several times to become world beater before finally becoming a top notch athlete. The advert portrays the athlete as a champion in the road races and track events. Remember the Cutty Sark advert that failed to disclose that Ted Turner failed at his latest attempt at Yachting's America Cup. Just like the ad that tried to imply that anybody who rents Hertz can be successful like OJ Simpson, the ad implies that one can be successful by drinking this brand of whiskey. The ad uses this sports hero's publicity as the most convenient means to snare consumer's need to achieve. The product advertises itself in superlatives in a bid to make contact with the consumers needs to succeed because the brains behind this ad know that for many consumers, sales and bargains belong in this category of appeals. If you consume a brand that is consumed by successful and established individuals you are also bound to succeed just like them.

Consumer group that the ad excludes

The ad does not appeal to professional sportsmen. It also excludes people who for religious or health reasons do not take alcoholic drinks and would hate to see such advertisements spread all over.

The ad's relationship with cultural values

Sports as a profession disregard the use of drugs unless the drug is prescribed by a physician. Professionals sportsmen are also expected to behave in a certain way that cannot bring disrepute the sports fraternity. Alcohol just like any other drug impairs the normal functioning of our bodies and this can be detrimental to the careers of professional sportsmen. Using a sports personality to endorse a given brand of alcohol is a smack on the face of professional sportsmen and women. Quite a number of them may have wanted to taste this particular brand may be at social events but after seeing one of them used to endorse an alcoholic brand they might as well forego using this brand in totality. How on earth would embrace an idea whose intent is to cut short your career? The advertisers therefore stand to lose the market segment comprising soccer players, athletes, cyclists, baseball players, batsmen to mention but a few. Sportsmen have values they subscribe to that they would not want to be violated.

References List

Altstiel, T & Grow, J. (2006). Advertising Strategy: Creative Tactics From the Outside/In. CA:

Sage.

Petracca, M. & Sorapure, M. (1998). Common Culture: Reading and Writing about American

Popular Culture. Upper Saddle River: Prentice Hall.

Statt, D. (1977). Understanding the Consumer -- A Psychological Approach. London: Macmillan

Press.

Duncan M., (2013). Johnnie Walker From the Future. http://theinspirationroom.com/daily/2013/johnnie-walker-from-the-future/… [read more]


Marketing Research Explain the Difference Essay

Essay  |  2 pages (580 words)
Bibliography Sources: 1+

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Marketing research that is descriptive provides data about an existing situation or state. For example, how consumers view a brand. An example of descriptive marketing research is a propensity score, which indicates how likely is a surveyed consumer to recommend a brand, use a brand, or buy a brand in the future. The diagnostic role of marketing research comes into play when, for example, a promotional campaign is not doing as well as planned and there is opportunity to make real-time changes -- but information about consumer perceptions and actions is needed. Marketing research that has a predictive function collects and synthesizes data for use in a model, for instance computer modeling for a product launch.

4. Marketing research has traditionally been associated with manufacturers of consumer goods. Today, we are experiencing an increasing number of organizations, both profit and nonprofit, using marketing research. Why do you think this trend exists? Give some examples.

Marketing research enables target market segmentation, which typically leads to increased consumer-brand engagement and increased sales. Technological advances have made it possible to collect masses of unstructured data (big data) that can be used for data-based marketing. Social media networking provides a steady stream of consumer information that an be used for deeper insight into customer preferences and needs. Also, the proliferation of products and services, much of which is advertised on digital or mobile platforms, puts an emphasis on differentiation by consumers. Inbound marketing also provides consumer information that can be applied to new promotions.

5. Why are secondary data sometimes preferred to primary data?

Secondary data is less expensive to gather, and if the population was very large in the original study, the data may be more accurate or more valuable… [read more]


Role of Information Systems in Marketing Term Paper

Term Paper  |  8 pages (2,196 words)
Bibliography Sources: 8

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The variance analysis examines the reasons for overages of costs and underages of costs; (Harmon, 2003) (6) Sales analysis -- this is used to examine the distribution of a firm's "sales by region, product, brand, sales territory as well as other matters. (Harmon, 2003) (7) Sales Forecasting -- this is utilized for developing estimates of sales according to product, region, sales territory and other such information. (Harmon, 2003, p. 7) (8) Sales force productivity -- This is utilized in conducting an assessment of the sales force of the organization. (9) Advertising analysis -- this is a method utilized for advertising "effectiveness, media choices and brand awareness." (Harmon, 2003, p. 8) (10) Distribution -- This tool is used for conducting an analysis of channel decisions "from economic and strategies perspectives. (11) Simulation. Simulates decision making under various strategic scenarios. (12) Satisfaction of Customers -- This tool analyzes the issues of the expectations of customer as compared to with outcomes of the product. (Harmon, 2003, p. 8)

Data mining techniques are reported to include such as the following: (1) Market Basket Analysis; (2) cluster analysis; (3) decision trees; (4) Query Tools; (5) Neutral Networks. (Harmon, 2003, p. 9) Online Analytic Processing (OLAP) is reported to be a type of analysis tools and tools that can be used to generate reports from large databases. These tools enable the reporting of data that is "partially aggregated…or full reports" and allows these to be stored in a format that is multidimensional and easy to access and analyze. Geographic Information Marketing Applications are reported to include the following stated applications: (1) Customer location -- linking customer behavioral data from the master files, subscription lists, support and warranty claims, transactions history and identity with time and location information. This is powerful information used in mapping and predicting consumer behavior." (Harmon, 2003, p. 10) (2) Geographic market information -- this can be used to link physical maps and marketing data using classification of country, city, ZIP code or Census tract; (3) Marketing activity location -- this links POS transactions, distribution patterns; direct response results; sales forecasts, advertising expense and other information to geographic location; (4) business location -- this labels business facilities on a map that enables a display of retail density, population density, buying power, and media coverage; (5) Marketing resource location -- this links the assets moving to the physical location using GPS from automobiles, trucks, aircraft and wireless devices. (Harmon, 2003, p. 10) Customer management systems are reported to include 'Sales Force Automation' which is a customer management tools used and reported as "one of the fastest growing elements of the Marketing Information System. The Sales Force Automation tools are integrated applications with the CRM system and involves "the application on information technology to the sales function…to the activities leading to a sale." (Harmon, 2003, p. 11) The field sales process is comprised by various steps leading to a sale and the Marketing Information System supports this process through generating leads, processing sales management and… [read more]


Marketing SLP Target Market Brand Case Study

Case Study  |  4 pages (1,106 words)
Style: APA  |  Bibliography Sources: 1+

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Strengths

Strong Brand

Innovation

Heavily Capitalized

Customer Loyalty

Weaknesses

Environmental Supply Chain Issues

Human Rights Issues in the Supply Chain

Internal Management Issues

Opportunities

Grow Market Share

Find New Product Niches

Continue to Diversify Current Product Mix

Threats

Competitive Industry Pressures

Negative Publicity

Imitation

V. Competitor Analysis

Apple faces fierce competition in all of the various markets in which it operates. For example, in the PC market and accessories, many companies offer similar products. In this market Apple must compete with major market players such as IBM, Dell, HP and Toshiba. There is also a big opportunity in the online media market as a media provider, Apple's iTunes and iPod face pressure from Netflix and other streaming services that are now gaining in popularity. In regards to the smartphone market, the iPhone also faces a high level of competition and Apple is continually competing with companies such as Motorola, Palm, Blackberry, and number of manufactures that have all devoted their operating systems to the Android-Based platform. In each of these markets, Apple's key to success so far is that it has been to differentiate its products and services so that they add value to the consumer, either through brand power or functionality, at offer superior value to the consumer.

VI. Environmental Analysis

Porters Five Force Model

Current Rivalry

Apple's currently rivalry is significantly high; both with the most recently Android-Based phones and the PC world with the introduction of the Windows 8 brand tablets, smartphones, and PCs. With regard to the PC industry, price competition has become one of the dominant factors which makes Apple vulnerable since it is more of a luxury item.

Threat of New Entrants

Apple operates on so many different fronts that the threat of entrants is pretty high; although Apple barely ever knows from which direction. There are many high-tech firms that are constantly innovating and putting pressure on Apple's product mix.

Bargaining Power of Suppliers

Apple's bargaining power with suppliers is relatively high. Apple's current suppliers are behooved to Apple for a core of its business. Therefore, Apple can virtually dictate terms to its suppliers.

Bargaining Power of Buyers

The bargaining power of buyers is high with the exception of those that are locked-in to the Apple platform. The switching costs to some consumers that are only familiar with the Apple platform might prevent them from considering substitute products.

Threat of Substitute Products

Apple's products are very well differentiated from the rest of the market and this is their niche. However, Apple must continue to perpetually innovate to be able to maintain this niche.

VII. Conclusion

Apple is definitely one of the world's premier brands. Its international marketing program will represent the success or failure of it continued growth as its domestic market has become well saturated. Apple must maintain a unified message across cultural boundaries yet offer some flexibility to appeal to regional preferences. However, Apple's appeal, through differentiation, is pretty universal and there should not have to be much customization in the… [read more]


What Affects the Marketing Environment Essay

Essay  |  2 pages (758 words)
Bibliography Sources: 1

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Contractual system

Under this system, the different pieces of channels of distribution continue their operation as individual entities. Businesses go into contractual relationships together with other distribution elements in the channel with each of their duties and benefits pointed out before anything.

Administered system

These systems use neither formal contractual nor corporate ownership of the channel of distribution. Here, one member of the distribution channel collects enough power through sheer size in order to effectively control the other activities that are carried out by other channels of distribution (Dontigney, 2006).

Although advertising has become more common in health care, it is still a tactic that generates concern and criticism. The Alliance for Health Care Strategy and Marketing developed a set of voluntary guidelines regarding the concerns and issues that should be considered in health care advertising. There are several guidelines for Health Care Advertising;

Information that can be disclosed in an advertisement includes; general information of a healthcare facility such as its name, location, contacts, facilities and accommodation provided, and charges. The professional services that are available in the healthcare facility can also be disclosed. Accreditation or award announcement such as recognized certification that the healthcare facility has received. On the other hand there is information that is not permitted in advertisement such as comparison either direct or indirect between healthcare facilities. Using superlatives such as latest, the best, state of the art when it comes to describing the services that are available in a facility is not allowed. Testimonials that have been given by patients can not be printed or publicized. Healthcare facilities are also not allowed to use celebrities to promote heir services. The healthcare facilities are also not allowed to display human tissue specimen and photographs such as excised lesions from patients or biopsy parts in their advertisement. Media that is approved for healthcare advertisements are newspapers, magazines, directories, billboards, brochures, banners, and websites.

References

Suttle, R. (2009).Examples of Product Life Cycle Phases. Retrieved June 120, 2014 from http://smallbusiness.chron.com/examples-product-life-cycle-phases-13722.html

Dontigney, E. (2006).Three Types of Vertical Marketing Systems. Retrieved June 120, 2014 from http://smallbusiness.chron.com/three-types-vertical-marketing-systems-64258.html… [read more]


Marketing Management Marketing Mix Product Marketing Plan

Marketing Plan  |  7 pages (2,222 words)
Bibliography Sources: 5

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The online or the soft versions will be sent to the specific organizers who respond to our mails and ask for further clarification. The hard copies will be passed on to the individual organizers who will be visited in the process of marketing the summer camp insurance policy.

The rationale for using this brochure method in creating interest is that… [read more]


Selling Cycle and Distribution About Selling Hip Implant Research Paper

Research Paper  |  2 pages (653 words)
Bibliography Sources: 2

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Implant Sales

One of the first items of business in establishing the viability of our product and the proposed marketing plan is to look at the selling cycle. According to one expert, Christine Comaford-Lynch, the selling cycle is one of the first items to address when contemplating entering a market. Comaford-Lynch asks a number of questions regarding the selling cycle. She states the financiers often wish to know the answers to such questions as "what is the selling cycle? What proof do you have? Do you have a long selling cycle for a premium product and 50% shorter cycle for a starter or lower-end product? How is each relationship established? Sustained?" (Comaford-Lynch, 2007, p.18).

Answering the questions about the selling cycle of the hip implant device our proposal concerns would go far in helping our cause, not to mention our profitability. The selling cycle for our product is relatively long when compared to other industries. For example, one recent expert states "that the selling cycle in printing is three to six months" (Farquharson, 2008, p. 53). The selling cycle for our product should average approximately 60 -- 90 days. However, we also predict that establishing those long-term relationships will take up to three years during which time the product sales will remain at a fairly low level/

Production of the implant devices can be ramped up almost immediately upon a placement of an order and delivered with a week. The sales team will need to establish contact with the doctors and hospitals upon the go-ahead of the project. Having a competent sales team hired would take approximately one to six months. Establishing contact and garnering appointments within the medical industry would take an additional six months to a year.

Placing orders should take place on a fairly consistent level during the ramp up process. Delivering the orders along with follow-up meetings would take an additional one to three months.

Moving the client to someone who has…… [read more]


Volkswagen Marketing Strategy Marketing Plan

Marketing Plan  |  5 pages (1,524 words)
Bibliography Sources: 5

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Volkswagen can improve its business by focusing on two key areas of the marketing mix -- price and promotion. The company has a relatively small business in the United States, but part of that is due to its promotional strategy. Volkswagen is the world's #11 advertiser, spending $2.3 billion in 2008. Yet its market share lags many of its competitors… [read more]


Nordstrom Marketing Strategies Essay

Essay  |  3 pages (1,014 words)
Bibliography Sources: 2

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Nordstrom Marketing Strategies

Since 1901, Nordstrom has traditionally been associated with the high end retailers that deliver luxury goods and clothing to consumers. However, over the last several years the company has been evolving with the changing economic landscape, by opening a number of different discount locations to include: the Nordstrom's Rack Stores, Last Chance Clearance Stores, Jeffrey Boutiques, along with the online and catalogue sales. ("Nordstrom," 2010) This is significant because it shows how the high end retailers have to use other strategies to offset the cyclical moves that accompany the industry. To fully understand how Nordstrom is adapting to such changes requires examining: the marketing environment, the positive or negative impact of these forces upon the company, ways that the company could take advantage of these different marketing forces, examining the foreign market entry strategy and a possible distribution channel that can be used to reach buyers. Together, these different elements will provide the greatest insights as to how the company is evolving with the changes that are taking place in the retail industry around the globe.

Since Nordstrom's competes in the U.S., give an example of each of the marketing environment forces (political, legal, and regulatory; technological; social; and competitive and economic forces).

Nordstrom has a number of different issues that must be wrestled with, as a major player in the retail industry. Where, various political, legal, regulatory, technological, social, competitive and economic forces are driving the company to improve the business model. This is because many of these different issues are: interconnected with one another. The different political issues can affect the company's overall bottom line, based upon changes that could occur in the law. An example as to how this could affect the company would be: with the passage of the Credit Card Accountability, Responsibility and Disclosure Act of 2009. Since the company offers different credit cards to consumers, means that they will be affected by these changes. ("Nordstrom," 2010) the above example is also tied to the different legal and regulatory issues that the company will face, as the new law will mean changes to the different rules / procedures that will be in place. (Prater, 2009) Nordstrom's is using technology to be able to offer consumers larger discounts than competitors, through their web site. The way that the company is responding to social changes is through the large discount stores that they are opening around the country. This addresses the various economic and competitive changes that are occurring, by giving the company a new market that they can cater to, the middle to low end consumer. During times of economic challenge, this strategy is allowing them to build stores in locations that were once very difficult such as: New York City. (Duff, 2009)

Discuss the positive or negative impact of the forces on marketing the department store.

The strategy that the company is using is having a positive impact on the marketing department, where they have a larger base of consumers that they… [read more]


Marketing Plan for Nail Salon Business Plan

Business Plan  |  12 pages (3,283 words)
Bibliography Sources: 18

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Marketing Plan for Salon

Destined at Shaker Hts Ohio there's a family salon named Cherie's Hair Salon. The entire family can be contented by it in a single suitable destination. Admissions are available on appointments and walk-in as well. The salon renders services to men, women or children and also keeps retail hair care goods for selling purpose. It is… [read more]


Rimmel Is a Cosmetics Company Term Paper

Term Paper  |  2 pages (592 words)
Bibliography Sources: 0

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Rimmel is a cosmetics company based in London that markets around the world. The company operates as a mainstream player, leaning towards cost leadership in that category. Rimmel's marketing emphasizes its London roots, playing on that city's reputation for fashion. This is exemplified in Rimmel's slogan "the London look." The current distribution network utilizes local distributors, who place the products in department stores and other outlets.

The sales force at Rimmel is largely focused on building relationships with retailers and distributors. Rimmel organizes its sales force by market, as each local market has its own unique characteristics. Although Rimmel has a number of different products, the company's products are often complementary to one another, which emphasizes the need for a geography-based sales force rather than a product-based one.

The sales force is motivated by its salary and its bonus structure. The sales force is largely driven to produce high volumes, as those are typically responsible for profit at the company. The morale of the sales force is moderate as a result; they are not at the high end of the industry but are generally successful. The sales force earns incentives on the basis of the sales they generate and the accounts that they sign up. Each new account is typically worth a certain amount of money, so that is used to calculate the sales reps' performance bonus.

The sales force typically receives extensive training in two areas, product and distribution. The sales reps must be able to communicate effectively about the product with retailers, so that the retailer will take Rimmel as a supplier; in addition the sales rep must understand how the local distribution channel functions in order to bring the product to the stores. It does not appear that the sales force has sufficient…… [read more]


Power of Advertising Research Paper

Research Paper  |  2 pages (654 words)
Bibliography Sources: 3

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Power of Advertising

In the hit television series Mad Men, clever, award-winning campaigns are the brainstorms of boozy account executives in smoke-filled rooms. They banter back and forth, drinks in hand, until someone proposes a tag line or roughs out a storyboard on the back of a cocktail napkin. The reality is that the eye-catching copy and artwork resulting in effective ads are rooted in solid market research and a deep understanding of the psychology of advertising. Every decision in building an ad campaign is a deliberate one, designed to elicit particular behavior from the target audience. Advertising in the era portrayed in Mad Men was simpler; considerable research has been done in psychology and consumer behavior in the last forty years. "Advertising, indeed communication in general, is a far more complex process than we used to think it was," (Heath & Hyder 467).

What makes advertising effective? Hollis et. al. (qtd. In Newstead and Romaniuk 72) found that an ad's likeability supported its effectiveness. Hailey and Baldinger (qtd. In Newstead and Romaniuk 72) found, in fact, that advertisement likeability was shown to be the single best intermediary variable at distinguishing between campaigns that were successful and unsuccessful in terms of sales results."

The effectiveness of advertising is increased when a brand name is mentioned early and often. "The frequency of brand mentions within an advertisement has been positively linked to advertising recall (Stewart and Furse, 1986; Stewart and Koslow, 1989; Walker and von Gonten, 1989, qtd. In Newstead and Romaniuk 75). This makes sense, given that "academic research has consistently demonstrated the difficulty that consumers have linking advertising messages to brand names," (Baker, Honea and Russell 77).

Effective advertising creates an emotional response in consumers. For example, Proctor and Gamble positioned Tide as a product that could "take care" of the laundry, so that consumers have more time to focus on the rest of their lives (Bulbul and Menon 169). The emotional relationship fosters long-term brand…… [read more]


Marketing Plan for a New Nintendo Product Term Paper

Term Paper  |  12 pages (3,685 words)
Bibliography Sources: 1+

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Marketing Plan for a new Nintendo Product

Nintendo is the undisputable leader of the video games industry but it does not take this position for granted. Nintendo has consolidated its first place with the introduction of the Wii, and its core strategy of targeting new customers, rather than focusing on already existent customers (Farhoomand, 2009). The same strategy would be… [read more]


Marketing Plan Determine and Discuss a Pricing Marketing Plan

Marketing Plan  |  4 pages (1,380 words)
Bibliography Sources: 3

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Marketing Plan

Determine and discuss a pricing strategy (Penetration or Skimming).

Penetration pricing is when a business is pricing new products or services lower than competitors. The idea is that by having the product sell at a lower price, you can be able to build brand recognition and establish a market for it. In general, this kind of strategy is used for products that have been introduced that are of good quality. Yet, they may have trouble standing out against competitors. Skimming is when you are introducing a new product or service at a higher price and then will lower the cost later on. In most cases, this kind of strategy is used when introducing products that are considered to be must have or in demand items. ("Penetration Pricing," 2010) the best strategy that would work for Brocade's introduction of the MLX router, is to use a penetration pricing strategy. The reason why is because: the product is not in high demand, there are lots of competitors and it is of superior quality. Given these different factors, penetration would be the most appropriate strategy. As it will help to introduce the MLX router to the market and build a reputation for superior quality. Over the course of time, this will allow the company to gradually build brand recognition based upon these elements.

Determine and discuss pricing tactics (Product line pricing, Value pricing, Differential pricing, or Competing against private brands) to be used for your product.

The best pricing tactics that Brocade should use is competing against private brands. This is where, the MLX router will be introduced at a lower price. At which point, it will be able to offer customers better quality and value in comparison with name brand products. This is important, because given the fact that the company is introducing a product where there are numerous competitors and costs are a major factor, means that this kind of strategy must be utilized. As it will help Brocade, be able to build a new market based upon superior quality and lower prices in comparison with its competitors. (O'Brien, 2010)

Identify any legal and ethical issues related to the pricing tactics.

The biggest legal / ethical issue that the company could be wrestling with would include: maintaining a balance between the selling pricing and supporting the company's profit margin. When you look at these two elements, it is clear that this is very challenging for Brocade. As they want to be able to maintain some kind of balance, in offering the customer good value and quality. Yet, there is a limit, due to the fact that there are costs and the profit margins must be maintained at all times. This is problematic, because if you do not maintain this kind of balance when marketing the MLX router. You could be titling the focus in one direction or the other, which would have a negative impact upon the MLX. Given the fact that this is new product, means that that… [read more]


Integrated Marketing Communication With Customers Facing Serious Assessment

Assessment  |  14 pages (3,949 words)
Bibliography Sources: 35

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Integrated Marketing Communication

With customers facing serious information overload and with more and more choices being made available to them, it is only natural for companies to seek out a better and more comprehensive communication strategy to reach their target market. In order to reach the most number of people in a highly effective manner without placing serious financial burden… [read more]


Marketing Plan Objectives Differentiation and Positioning Marketing Plan

Marketing Plan  |  4 pages (1,310 words)
Bibliography Sources: 1+

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Marketing Plan Objectives:

Helen of Troy has just completed the acquisition of the PERT Plus and Sure product lines to add to its already successful Vidal Sassoon product line. Also, the company can not afford to neglect its already existing products such as the Infusium 23 product line. These types of new products present a template for marketing. The marketing plan objectives in this paper are driven by product lines such as this. Essentially, the Helen of Troy strategy is based upon dynamic acquisition and continuing development of existing product lines based upon data from the Marketing Information System (MIS). The MIS is an organized method of gathering continually analyzing and accessing information that the marketing managers need to make their decisions, including information gathered by dedicated data mining. By sorting and computerizing the information, Helen of Troy's marketing department can pull information and process it into specialized reports to assist in marketing decisions.

In this paper, Infusium 23 (a leave-in hair conditioner) and the Helen of Troy's continuing development of its Oxo line of kitchen house wares will provide examples of products that were acquired and redeveloped based upon new information from the MIS. These types of products will be featured in both the marketing objectives and in the differentiating and positioning portions of this paper provide a templates to model the marketing of other product lines on. Establishing competitive prices for all of the Helen of Troy products is among the company's most important marketing objective, especially during the continuing recession. Helen of Troy's positioning and differentiation and marketing objectives for the present fiscal year will have many things in common with recent years. The profits that the company has made have been dependent upon an exacting analysis of the MIS information and the company has suffered when this analysis is insufficient. In addition, more reliance upon data mining will be crucial. At present, the company's growth is good, but if the recession keeps on at its present intensity, it will have to look at increasing its market share for its existing product lines to maintain and increase profitability.

This plan was revealed at Helen of Troy Fourth Quarter Conference Call and Year End Conference Call for 2009. At that time it was announced that Infusium 23 was acquired from Proctor and Gamble for $60 million dollars out of hand ("Helen of troy," 2009, 6). As predicted by Gerry Rubin, the CEO of Helen of Troy predicted the product has been one of the major drivers of company productivity during the 2010 fiscal year (ibid, 14). Oxo brands also reflected continued strength, hence the reason for the emphasis upon Infusium 23 and Oxo products as templates for marketing, especially in the realm of co-branding and linking in terms of competitive pricing (ibid, 3).

While the MIS information is very important, we have to also realize that in this age of high-tech that we do not lose sight of what made Helen of Troy a success initially, that is… [read more]


Marketing Plan for Carnival Cruise Lines Marketing Plan

Marketing Plan  |  20 pages (7,624 words)
Bibliography Sources: 8

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Marketing Plan for Carnival Cruise Line

Carnival Corporation (NYS: CCL), which is formally known as Carnival Cruise Line, operates the largest cruise line in the leisure cruise industry and the world. Carnival Cruise Line was founded in 1972 by a Jewish immigrant Ted Arison and today is today managed by his son, Mickey Arison. Carnival continues to be the most… [read more]


Volkswagen Routan Minivan Marketing Plan Marketing Plan

Marketing Plan  |  5 pages (1,414 words)
Bibliography Sources: 1+

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Marketing

Volkswagen Routan Minivan Marketing Plan

Description of Product

The Volkswagen Routan Minivan is a not-so-mini size van with dual-sliding doors, a minimum seven-passenger capacity, multiple interior configurations, and many available options. Optional features for the Routan include entertainment systems, multiple audio sources, phone connectivity, navigation systems and power doors and tailgate. The Routan is a joint venture with Chrysler.… [read more]


Advertising Division Re: New Product Line Simplicity Essay

Essay  |  4 pages (1,244 words)
Bibliography Sources: 3

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¶ … Advertising Division

Re: New product line

Simplicity Spa and Salon has been able to generate a loyal following amongst spa-goers in the area by offering a line of 'stay-cation' day spa package services, consisting of haircuts, wraps, massages, and fitness consultations, depending on the needs of the spa-goer. Its core clientele consists of middle-aged women, most of whom are upper middle class, who desire some extra pampering and do not have the time to slip away for a full 'spa weekend.' Most come from dual-income houses and have children. Simplicity's spa services allow for such women to relax and enjoy a chance to focus 'just on themselves;' while the salon services enable them to get more 'necessary' beauty treatments such as haircuts and manicures.

Many of the women have asked if it is possible to buy the products offered at Simplicity to use at home. Originally, all of Simplicity's products were designed to be used purely 'in house.' However, in light of customer demand, it has been deemed advisable to begin offering Simplicity-line beauty products, beginning with shampoos, body scrubs, and moisturizers. The slogan for this new line of products, like the marketing our spa itself, will be summed up in one word: 'Simplify.'

This new line would allow us to build our spa and salon brand as well as generate additional revenue. Customers would buy the products after enjoying spa and salon services on-site and be reminded of their positive experience every time they lathered or lotion-ed up. This would make them more inclined to return. Friends would become aware of Simplicity Spa when they took note of the products their friends used and perhaps wish to experience the spa themselves.

In the interests of creating a cohesive brand identity for our spa, it would seem advisable that there should be a common theme uniting all of the new products offered. Health and serenity have been identified as two of the main motivators for spa-goers. Reducing weight, reducing stress, and also reducing clutter in life were cited as the top reasons that people come to Simplicity, based upon the customer response forms collected upon departure. The new line of products will be called our Simplify line. They will be sold on-site and also available through certain select salons and select retailers, like Whole Foods, to build brand awareness at venues frequented by Simplicity's customers.

The first product will be a combined shampoo and conditioner called 'Clean,' which promises to increase storage space in the bathroom and reduce the time people need to get ready, while still giving all of the benefits of the two separate products. The product will have a clean, citrus-smelling scent, and come in different types, for fine, dry, and normal hair. Each hair type will have a different color, but all will have a similar flavor profile: fine hair will be pink and grapefruit-scented; dry hair will be orange and tangerine-scented; normal hair will be pale yellow and lemon-scented. The bottle will be… [read more]


Target: On-Target Marketing for the Target Corporation Essay

Essay  |  2 pages (686 words)
Bibliography Sources: 1+

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Target: On-Target Marketing for the Target Corporation

Target has a unique positioning strategy for a department store. It is slightly more expensive and less extensive in its offerings than Wal-Mart. However, unlike Macy's, one of the dominant mid-market department stores that focuses on clothing and home furnishings, Target offers a wide range of products, spanning from children's toys to groceries, as well as clothing, furniture and appliances. However, it cultivates a slightly more upscale image by using trendy, fun advertising campaigns that feature its bright red 'target' logo. It also has exclusive in-store designers that offer reasonably priced clothing and makeup in fun, trendy styles that underline the Target brand's uniqueness and fashion-forwardness.

The store's layout is another reason for customer's fondness for the retailer. The store is spacious and all departments are easily accessible. The shopping carts are large, red and bright in design and create an overall sense for the consumer that he or she is participating in a Target shopping experience, rather than completing an onerous chore. The store is laid out in such a manner that the various departments are fairly well segmented from one another. For example, the makeup department is far away from the baby clothes department, and there are many self-enclosed displays within the makeup department, so the consumer's focus is on the items, not distractions like shoppers in other areas. Clothing is located in the center of the store, along with a central block of changing rooms, while the tool, kitchen and home sections are far away, so a shopper looking at bathing suits will not feel as if his or her privacy is intruded upon.

Target makes use of both high-end and low-end marketing strategies. For example, there are dollar racks of children's toys and seasonal items at the doors, to encourage children to use the 'nag factor' to make their parents buy the products. This is similar to how a supermarket locates candy near the check-out registers, to encourage impulse buying, especially in regards to parents desiring to quiet their children. There are…… [read more]


Marketing Information Systems and Ethics Research Paper

Research Paper  |  2 pages (748 words)
Bibliography Sources: 2

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Marketing Information Systems and Ethics

Whenever a consumer enters into a relationship with a corporation, he or she is making a leap of faith that the company will not use his or her information in a compromising fashion. However, marketers are hungry for data that will enable them to better target their promotional and sales campaigns to consumers. "At a broad level, markets may be segmented on the basis of products, product lines, geographic districts, and distribution channels. Segmentation is also possible on the basis of demographic, socioeconomic and psychographic factors (the latter based on lifestyle, attitude, and personality), customer benefit, usage, loyalty, and occasion (of use)" (Boyce 2002, p.110). The increased diversity of the population has acted as an additional incentive to collect data that might be useful in segmenting advertising campaigns. Consumers tend to aggregate in niche sections of the media, such as online or watching specific cable television shows, in contrast to the more general television and magazine audiences of previous eras. The types of market segments created for sales campaigns must be large enough so that a campaign can interest and reach a core consumer demographic, yet be specific enough to pique a likely purchaser's interest.

For convenience, consumers trust that corporations will not misuse their data when they give their credit card information, address, and phone number when making a purchase online. In other instances. consumers may have no choice but to leave a 'corporate data trail' of sensitive information. A drugstore may have a record of what types of medications the individual has purchased and possible health conditions he or she may struggle with; a bank knows the consumer's history of late mortgage payments. Often, through clever promotions such as asking consumers to fill out surveys in exchange for coupons or entering a contest, a company can glean further information about the consumer's hobbies and habits. Electronic banks have sensitive financial information about the consumer, including social security and tax information. Political causes to which the individual donates online also can shape the demographic profile of the consumer. In shaping a marketing campaign, "data from a variety of other public and private sources can also be utilized. For instance, lifestyle surveys, focus groups, customer surveys, market research, and…… [read more]


Marketing and Media Strategy Term Paper

Term Paper  |  3 pages (1,024 words)
Bibliography Sources: 3

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Marketing and Media Strategy

The advertisement of a product requires the selection of the best possible medium, to have the maximum impact on target audiences. Where, it is essential to develop a strategy that can reach out to: potential customers in an effective manner. As a result, the success of the marketing plan can be ensured if it is directly targeting the intended audiences (with the help of using a number of different tools in conjunctions with one another). This means that the strategy is basically focused on: reaching out to select demographics for fragrances, with the help of most suitable techniques. In the case of Smell Great, the media planner must design a strategy that will address a number of issues to reach the target audience. This will be accomplished by: creating an effective plan, examining various forms of advertising mediums and creating different strategies / objectives. Together, these elements will provide the greatest insights, as to how we can construct an effective marketing campaign for Smell Great.

Designing of Strategy

When designing any kind of marketing plan, you must identify the target audience and the key demographics that you will be going after. This means looking at what specific groups are more than likely to purchase your product. You would then, identify the various forms of mediums that will used to reach the intended audience. This will help the advertisers to: focus on these groups and how to effectively promote their product.

Identification of Target Audience

Like what was stated previously, the first task to be performed is selection of the target audience. In the case of Smell Great, this would include: both men and women who usually fall into higher income demographics. There will also be a focus on: the men and women who are in the age group of 20 to 28 years old. The audience to be targeted for fragrance would aspire to be: rich and successful by creating a trendy image. This is important, because we are taking a different focus, in comparison with other manufacturers, who may not be interested in marketing their fragrances to both groups. Over the course of time, this could give Smell Great a major advantage over their competitors. ("Media Planning")

Advertisement of Product through Media Vehicles

The form of advertising that we will be selecting is based upon: how effectively the company is able to reach out to its target audience. There are several different mediums that can be used to include: magazines, newspapers and television. In addition to this, we will be using two alternative vehicles for advertising the product include: the internet and radio. All of these tools can be used in conjunction with one another; so that they can they reach the intended audiences. This will help to create a positive image of the product in: the minds of consumers, leading to an increase in sales. ("Does a Perfume Ad Work")

For instance, magazines are important forms of advertising through which perfumes can easily be… [read more]


Sales Management and Reporting at Chemgrow Research Proposal

Research Proposal  |  4 pages (1,171 words)
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Sales Management and Reporting at Chemgrow

The reporting and financial systems at Chemgrow are typical of many process-based manufacturers who are more centered on production efficiencies than on sales reporting and analysis. Inward focused and difficult to change, the reporting systems are crippling the company's ability to grow profitably. Only through intensive manual analysis can the teams mentioned in the case study get useful information. This lack of reporting capability is crippling the company's ability to align sales, marketing and service. The integration of sales and marketing strategies is highly dependent on the rapid accessibility of profitability data by customer and sales programs (Goldman, 2005). Not having sales and profit performance data leads many companies to eventually compete on price, sacrificing profitability to gain sales (Vaccaro, 1991).

For Chemgrow, the intensive manual process relied on for producing reports is a competitive disadvantage and one that costs the company profits, valuable selling time, and the ability to react to changes in market conditions quickly. Studies of sales reporting strategies that attain the best results have a sufficient quantity and accuracy of information, have a high level of relevancy and lack bias, yet are above all, are very timely in their reporting and analysis (Wotruba, Mangone, 1979). Chemgrow does not have these attributes associated with their systems and as a result will need significant re-engineer their sales reporting processes first, selectively adding in automation second.

As a first step to redefining the sales reporting process and its associated analytics each sales region is analyzed from a gross margin standpoint and by tonnage shipped. Analysis of individual sales performance is also completed at the gross margin level with the outstanding sales person defined in addition to the top 15 most valuable customers from a gross margin standpoint. This analysis concludes with recommendations for reports that will need to be run periodically for Chemgrow to become more efficient at managing their sales channels to profitability-based goals and objectives. These reports will significantly reduce the firefighting that is occurring throughout the company today and the exceptionally high levels of manual analysis needed to get valuable profitability data to manage sales regions. From a sales planning and control perspective the company has to completely re-orient their approach to creating a sales reporting system. Recommendations for this strategy are also provided.

Three Year Sales Analysis

The Southwestern Region was the most productive by gross margin for the three years of the analysis, generating a revenue average gross margin per sales person of $630. This was computed by taking the average percentage of total sales by salesperson within region and multiplying it by average gross margin. The following table summarizes that data provided in the case.

Average Gross Margin Per Ton (1998-2000)

Ammonia

$14.00

Phosphates

$12.00

Potash

$20.00

Table 1, Average Percentage of Total Sales for Each Salesperson summarized percentage of total sales by salesperson, by product within region. When the average gross margin per ton is applied to these figures, the Southwest region has the highest productivity… [read more]


Advertisnig Advertising Branding Ourselves to Death Essay

Essay  |  3 pages (1,226 words)
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Advertisnig

Advertising

Branding ourselves to death: Branding and the modern American identity in 'entertainment' brand-specific stores

Branding ourselves to death: Branding and the modern American identity in 'entertainment' brand-specific stores

What do you think when you see someone riding in a car that proudly displays a bumper sticker reading: "My other car is a Harley?" Media critic James B, Twitchell would likely shake his head and sigh, noting how the corporate giant was getting advertising through a bumper sticker that the driver had paid for -- with his (or her) own dime. Nina Diamond, Mary Ann McGrath, Albert Muniz, Stefania Borghini, and Robert Kozinets of the Journal of Marketing might counter that the consumer was 'getting something' from the experience of buying and using the bumper sticker, namely the access to a cultural identity as a Harley Davidson consumer.

Twitchell would see such a status as a manufactured identity. But in their 2009 article "American Girl and the brand Gestalt: Closing the loop on sociocultural branding research," Diamond (et al.) states that consumers are never merely the passive recipients of marketing, rather they use marketing images for their own purposes. For example, "in Harley Davidson stores… women who ride Harley-Davidson motorcycles subvert the hyper-masculinity that is integral to the brand, as well as female gender stereotypes, to create meanings" that challenge American gender norms and the brand norm in conjunction by using the tropes of Harley Davidson in an ironic fashion, often paired with hyper-feminine gear (Diamond et al. 2009, p. 120).

"There is really no great difference between Evian and Mountain Spring, Colgate and Crest, Miller and Budweiser, Ford and Chevrolet," argues James Twitchell in his essay "But First a Word from our Sponsors." What is 'different' is the advertising, and the branding of such products. America has given consumers an array of inexpensive goods and little else than an array of homogenized identities that can be bought (Twitchell 2009, p. 560). In support of such ideas, it is true that it sometimes seems as if the smaller the difference between rival brands, such as Coke vs. Pepsi, the more passionate an American consumer's brand loyalties are likely to be. Even more insidious, says Twitchell, is how major brands have gotten us to do part of the work of the service ourselves (like busing our own tables at McDonald's and pumping our own gas at Exxon) while the price we pay for enjoying this brand increases.

Twitchell portrays a world where marketers are in perpetual search of new markets, a world driven by branding in everything from radio, to television, to the Internet. But it could be argued that consumers are not simply ignoring advertising -- in some cases, they are soliciting it. TiVo and DVR allow consumers to edit out advertising content in a way they were unable to in the past. Yet consumers are paying to advertise brands in addition to the paying for products themselves: this can be seen in everything from people wearing M&M t-shirts… [read more]


Role of Information Systems in Supporting Sales Thesis

Thesis  |  10 pages (2,932 words)
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Role of Information Systems in Supporting Sales and Marketing Processes

The use of information systems to support sales and marketing processes in order to increase brand awareness and drive sales is the focus of this analysis. Sales and marketing processes are being fundamentally redefined as a result of social networking (Bernoff, Li, 2008), predicated on the gains made in Web-based… [read more]


Current Marketing Issue Essay

Essay  |  2 pages (614 words)
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Marketing for Children

It is futile to state that the modern day business community is anything but dynamic, fierce and highly competitive. In order to cope with the emergent requirements of both market and industry, economic agents develop and implement a wide series of strategic courses of action. A department which is currently being offered intense attention is the marketing one, through which organizations strive to increase their customer base.

A recent issue within the marketing community refers to the practice of marketing to children. Just like with any other target market, the scope of marketing to children is that of enlarging the number of organizational clients, practice which has proved rather successful. McDonalds has been a triumphant implementer of this strategy and the most relevant example is offered by the attractiveness of the fast food giant's birthday parties. Nevertheless, there is also a problem associated with the practice of marketing to children -- that of the morality of the practice, especially when the activities are expected to negatively influence the child's future development. The legislation in the sense of protecting children from being targeted by corporations has yet to be fully developed and applied. Nevertheless, it is now rather clear that the practice is frowned upon and McDonald's again offers the example, through their decision to no longer include children within their advertisements.

While the issue has been placed under an ethically grey area, fact remains that marketing to children can present real benefits in terms of sales. The first step is that of creating an advertisement likely to attract the attention of the young audience; in many cases, psychologists specialized in children development will assist the marketing team in creating the most attractive campaign. Then, it is pivotal to promote the advertisements through the media channels which appeal to the young consumers; examples could refer…… [read more]


Business Plan Marketing Term Paper

Term Paper  |  2 pages (627 words)
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These details will help us tighten our marketing plan and steer our marketing campaign.

For example, a potential strength of our vehicle is that it is extremely fuel efficient during a time where the price of fuel has been steadily rising and also at a time when there is a worldwide green movement. An obvious weakness is the overall cost per unit which demands we raise the price of the finished product at a time when the world is in a serious recession. But the recession can also be seen as an opportunity because our vehicle's fuel efficiency could reduce the annual fuel costs for consumers. Some external threats include potential changes in technology by one or several of our competitors, customer demands and expectations based on some unknown or even governmental obligations beyond our control such as new import or export tariffs.

SWOT analysis and the 4 P's of marketing will help us identify our potential customer base while also providing sound methodologies in the process of creating focus groups, target markets and customer profiles. These methods will also identify customer preferences and buying trends which will tell us if we should be using direct marketing, internet marketing or some other communication outlet to reach our target market.

Conclusion

In conclusion, this proposal lays the groundwork for designing a successful marketing business plan and a future marketing campaign. The objective of both would be to raise sales levels of our new fuel efficient vehicle. The work offers generalized details but still offers suggestions to increase sales by focusing on the basics of the 4 P's combined with SWOT analysis. The potential for success in implementing ion a positive marketing campaign to increase sales of our new fuel efficient vehicle is now…… [read more]


Marketers Should Test Advertising Term Paper

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They can also rate how appealing the product is, and whether they will follow through (purchase) the product (Tyagi and Kumar 2007, p. 47-48). This is powerful information that can lead to far more successful advertising campaigns in the end, and ignoring this information could ultimately lead to a decrease in advertiser revenue, and perhaps even loss of the account.

Ad pre-testing may seem like a worthless waste of money to some advertisers, but experts agree it is futile and even foolish to ignore pre-testing, especially in large ad campaigns. Feedback can provide vital information used to contour the campaign to make it even more effective, and the additional costs associated with ad pre-testing are worth it, if the information leads to a viable, improved ad campaign. Ad pre-testing takes time, and experts need to know how to analyze the information effectively, however. Advertisers also must be open to changing the campaign if it is proven not to be as effective as it should be.

In conclusion, ad pre-testing is an important aspect of advertising and marketing, and it is wise to learn how to manage it effectively. With so many agencies competing for adverting dollars today, setting oneself apart as an advertising and pre-testing expert is a good solution to actively seeking and retaining clients. Let the results speak for themselves, and show how pre-testing has helped boost campaigns and profits at the same time.

References

Fuyan, Shen, 2002. Banner advertisement pricing, measurement, and pretesting practices: perspectives from interactive agencies. Journal of Advertising. pp. 1-12.

Harbeck, T., 2009. OTX is telling richer, deeper stories by integrating qualitative and quantitative techniques into ad pretesting. [Online] Available at: Productshttp://www.bizjournals.com/sanfrancisco/prnewswire/press_releases/California/2009/06/23/SF36897 [Accessed 18 July 2009].

Tyagi, C.L. And Kumar, Arun, 2007.Advertising management. New Delhi: Atlantic Publishers.… [read more]


Marketing Plan About Tooth Paste Research Proposal

Research Proposal  |  12 pages (3,241 words)
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Marketing Plan for Toothpaste

The essence of any effective marketing plan is to seek out opportunities for a unique, defensible, differentiated market position (Bronnenberg, 2008). Toothpaste that through its unique chemical properties can also alleviate snoring is highly differentiated beyond just the factor of taste (MarketWatch, 2008) or packaging (Hartman, 2009). The intent of this marketing plan is to ascertain… [read more]


Sales Planning and Control Research Proposal

Research Proposal  |  1 pages (333 words)
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¶ … Control of Sales Performance: Aspen Athletic Clubs of Iowa

Critically important to sales planning and control strategies is to first get those most affected by the program to participate within it. Overcoming resistance to change of the sales teams is consistently the greatest challenge in implementing effective evaluation and control systems, measures of performance, and benchmarks (van Dijk, van Dick, 2009). As the Aspen Athletic Clubs of Iowa are a highly service-centric business who offer fitness, short-term, corporate memberships and additional services, the need for defining evaluation and control measures of performance that are seen as relevant to the sales team is critical. In conjunction with this is the need to define levels of performance for each of the key performance indicators (KPIs) chosen to be included in benchmarking performance. What is critically important is to include metrics that measure the progression of a prospect to becoming a client, and from a client, to a loyal customer (Klassen, Russell, Chrisman, 1998). This is often…… [read more]


Ford Motors Corp. Marketing Essay

Essay  |  4 pages (1,140 words)
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Ford Motors Corp. Marketing Overview

Ford Motors Company is the ultimate epitome of corporate success and this has been proven by multiple features, such as their billion dollar revenues, century old existence within the national and international markets or the immense role played to economic well-being within the United States. In more recent times however, Ford has been severely impacted by the changing preferences of consumers and the financial crisis. Yet, the automobile manufacturer remains one of the strongest international leaders and this is a statement backed by various strategies of human resource management, administration management or marketing decisions. In terms of marketing, the team of specialists at Ford is struggling to ensure a combination of traditional values with modern approaches.

Strategy Overview

Ford has created strong marketing teams with the main intent of promoting and boosting the sales of their products at a global level. With this objective in mind, the company officials decided that it was necessary to operate marketing departments in their international offices as well, rather than just the U.S., like other organizations have chosen to do (i.e. Nike Inc.). Then, another focal point of the team was that of creating brand strength through a promotion of the organizational values, created in conformity with customer needs.

The past year has represented a turning point in the history of Ford Motor Company and this was generally brought about by the changes in the macroenvironment which were initially perceived as threats (increasing oil prices or the emerged economic crisis). Despite the reduced financial gains, the company officials argue that the year was a positive one as numerous process of internal change were implemented to ensure organizational strength and competitiveness. The marketing approach has been no exception. The most prominent features of the new marketing strategy at Ford include intensified efforts to increase customer palette by addressing less traditional markets -- Ford is striving to address those who initially opposed the company by implementing and developing more 'green' strategies (Tippins, 2006). Then, the second most important change has been that of selecting the customer base in accordance to their needs and promoting the particular types of products to the actual customer palette that is in need for the respective product. The most relevant example in this sense is given by the F-150, which will be marketed directly to "those who actually need and use it for work" (Left Lane, 2008).

3. Mission

Also as part of the internal changes implemented throughout the past year, the managerial team found it was necessary to develop a new mission statement that would better reveal the new organizational commitments. This is called the ONE Ford Mission and revolves around the following:

"One Team: people working together as a lean, global enterprise for automotive leadership, as measured by customer, employee, dealer, investor, supplier, union / council and community satisfaction"

One Plan: Aggressively restructure to operate profitably at the current demand and changing model mix; Accelerate development of new products our customers want and value;… [read more]


Club Med the External Environment Case Study

Case Study  |  5 pages (1,604 words)
Bibliography Sources: 6

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Club Med Case Study

The external environment -- Club Med in Spain currently competes mostly with major tour operators who develop and sell inclusive package holiday products. These competitors enjoy better customer awareness, greater ubiquity at travel agency distribution channels and a 30% lower price for package holidays to destinations comparable to Club Med's. Club Med justifies its premium price… [read more]


Soft Drink Marketing Strategies Thesis

Thesis  |  7 pages (2,147 words)
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Soft Drink Marketing Strategies

This is a template and guideline and is not to be used as a turn-in paper.

PepsiCo and Coca-Cola

PepsiCo is the world's leader in convenient foods and beverages. They have sales of over $24 billion and over 140,000 employees. The company owns the snack businesses of Frito-Lay North America and Frito-Lay International, the beverage businesses… [read more]


Adaptation of Advertisements in Muslim Countries Research Proposal

Research Proposal  |  30 pages (8,264 words)
Bibliography Sources: 20

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Coca-Cola Ad Campaigns

In Morocco During Ramadan

The rumor, "Boycotting Coca-Cola makes a statement against America and American (foreign) policies," constitutes one of the myriad of rumors the Coca-Cola company has had to counter, relating to contemporary religious, particularly Muslim, conflicts. Along with officially countering negative rumors about Coke, the Coca-Cola Company proved in a number of promotional efforts that… [read more]


Internet Marketing Implications on E-Commerce Strategies Thesis

Thesis  |  3 pages (870 words)
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Internet Marketing Implications on E-Commerce Strategies

A Study of the Nintendo Wii

Nintendo Wii Integrated Marketing Campaign

The intent of this analysis is to analyze and evaluate the Internet marketing campaign for the Nintendo Wii. Nintendo's business model centers on creating gaming platforms that can be quickly capitalized on with graphically sophisticated yet intuitive games and personal improvement products. Their strategy of relying on content to drive profits is evident in their Nintendo DS and Wii product positioning and marketing (Binken, Stremersch, 2009). The reliance on an Internet marketing campaign specifically for positioning and strengthening the Nintendo Wii also capitalizes on social networking as well. The collection of Web 2.0 applications and sites the company relies on are shown in Appendix A of this document (Bernoff, Li, 2008). The Nintendo business model concentrates on propagating new games, software and both individual and user group experiences via the Internet to its customers and as a result over the last five years been able to increase its Gross Contribution margin (GCM%) as is shown in Appendix B: Nintendo Company Ratio Analysis. The impact of their successful execution of Internet marketing campaign strategies is reflected in the continual growth of their profitability as well. Throughout this analysis the financial implications of their Internet marketing campaign strategies are discussed. The promotional tools the company uses are also provided in this analysis. This analysis concludes with a series of recommendations for future growth of the Wii brand through the use of Internet marketing campaigns and their resulting strategies.

Company Marketing Philosophy

The previous generation hardware and software products Nintendo's growth has been based on were specifically designed for the core market for video games, which are young men between the ages of 18 to 34, who on average spend approximately 41.7 hours in total (Nintendo Investor Relations, 2009). Nintendo's Internet marketing strategy with the Wii was to break the mold of providing products only to this limited yet profitable demographic. In creating the Wii and its many software applications, Nintendo's Internet marketing philosophy shifted from producing game consoles, software games and accessories that would only appeal to men in the 18 -- 34 age group and instead focused on cross-generational product and marketing strategies. From tests of dexterity to games that nurture and seek to harness and share users' creativity while also providing opportunities for families to spend time having fun and playing together, the new Nintendo marketing philosophy seeks to create experiences for groups of peoples including families to enjoy. From the single-activity game to one that is shared and experiences collectively, Nintendo's marketing philosophy is more focused on…… [read more]


International Marketing Ethics Thesis

Thesis  |  2 pages (636 words)
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Unethical Marketing

Successful advertising has always walked a fine line between touting the benefits of a particular product or service and making unethical claims and/or employing unethical techniques in a marketing strategy. Some cases of unethical marketing are clear-cut, however, going far past this line and into a total ethical void. One such case was the marketing of Vioxx by pharmaceutical manufacturer Merck in 2005 (OMB, 2005). Despite the company's knowledge that the drug led to an increased risk of heart failure, they continued to aggressively market their product. Not only did they ignore evidence that suggested the risk inherent to taking Vioxx, but an investigation of the incident conducted by a congressional committee "revealed a pattern of using carefully crafted sales techniques and questionable presentation of scientific information in a campaign to push Vioxx and minimize its risks" (OMB, 2005).

The unethical behavior in this situation, then, is twofold. First, Merck ignored the risk that their medication carried and continued to sell their drug without conducting further research into the safety of the drug and without warning doctors or consumers of the known risks, to the point that an estimated eighty-eight thousand to one-hundred and forty thousand Americans are believed to have suffered significant medical complications from taking the drug (OMB, 2005). Second, and even worse, Merck consciously and actively took steps to misrepresent the level of risk and the efficacy of the drug in an attempt to make the benefits of the drug seem to far outweigh any dangers it presented (OMB, 2005). The unethical behavior of Merck in their marketing of Vioxx went beyond feigning ignorance; their further actions and marketing materials make it clear that they were aware of the deficiencies and dangers of their product, and that they directly lied in their advertising to physicians and consumers alike.

Pharmaceutical marketing, though a direct and unequivocal attempt to increase profits, must remain rooted in…… [read more]


Ipt Launch Ipt Marketing and Retailing Strategy Research Proposal

Research Proposal  |  2 pages (635 words)
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IPT Launch

IPT Marketing and Retailing Strategy

The concepts of marketing in a retail context are critical for the success and future growth of it's Popcorn Time (IPT), not only from an assessment of the traditional marketing mix components of product, price, promotion and distribution or place, but more importantly, from the aligning of the company's growth to the most profitable market segments. Expanding the product breadth from flavored popcorn, snack-sized pretzels, cookies, and either into Pennsylvania Dutch food specialties or foods specific to large demographic markets to the north in New York and to the south in Washington D.C. needs to be based on segment, spending, and pricing analysis. That is the essence of marketing's contribution to this critical decision for IPT and has major implications for the management and sales staffs.

Marketing Defined in the 21st Century

The traditional definition of marketing is the coordination of product, price, promotion and place (or distribution) which has collectively been called the 4Ps, in the attainment of a marketing objective. The definition of marketing however has become significantly more multidimensional and integrated than the 4Ps imply, and this has been proven through empirical research (Constantinides, 2006). For IPT, marketing needs to mature past just concentrating on a given product, store or promotion and encompass the entire company and its relationship to the customer segments of interest. In defining which local market to penetrate, either the tri-states region, or pursuing the strategies of going after new store locations in New York or to the south in Washington D.C, compounded by the decision of whether to include Pennsylvania Dutch products into existing and planned retail stores, the use of an integrated marketing strategy is critical. Marketing is instrumental in defining how these decisions will be made based on customer segmentation criteria, pricing studies for each specific market, supply chain considerations given the distribution center and retail store locations, and the…… [read more]


International Marketing Management Essay

Essay  |  8 pages (3,235 words)
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International Marketing Management

Part (a) Discuss the breadth and scope of international marketing research. What are the main additional complexities faced by the international marketing researcher? (50% of the available marks)

The many paradoxes that international marketing researchers face underscore the critical nature of the information they provide. One of the most significant paradoxes is that of contending with the… [read more]


Marketing Report Per Una Brand at Marks Thesis

Thesis  |  2 pages (819 words)
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Marketing Report

Per Una Brand at Marks & Spenser

Given the global economic condition of tightening credit and its immediate effect on retailing, Marks & Spencer (M&S) has taken a strategy of promoting its more popular brands more aggressively than ever. The strategy M&S is pursuing specifically focuses on the Per Una brand, a critical line that contributes £500m or 6% of total Marks & Spenser sales on a consistent yearly basis, and is a cornerstone of the women's wear segment that generated £2bn in 2007 for the entire chain (Cavazza, 2007). Despite the dominance of the Per Una brand there continues to be a slowdown in spending with regard to all of retailing, which is indicative of the broader global recession (Guthrie, 2008). Despite the global economic conditions however, lingerie sales grew 26.7% for M&S in 2007, which indicates how effective the retailer has been in countering the broader trends in the external marketing environment (Townsend, 2007).

Assessing the External Marketing Environment

The following are the key marketing environmental factors impacting M&S in general and the Per Una brand specifically. First, the economic slowdown of the last eighteen to twenty-four months has further accentuated how concentrated the retailing marketing reach of M&S is today, with 92.9% of total revenues generated from the UK during fiscal 2007 (Guthrie, 2008). This has become a competitive disadvantage to M&S as Tesco, Wal-Mart and mass merchandisers are using multi-channel based approaches to gain greater sales in adjacent nations tot the UK. The reliance on Internet-based marketing including targeted e-mail campaigns and analysis of click-stream data from website visitors showing interest in the Per Una brand has worked to counter this trend, yet the broader competitive environment is nurturing a price war throughout the UK retailing environment. It is critical for M&S to continue selling on the uniqueness and quality of its products including the Per Una brand, and not compete in the price wars that are beginning to dominate UK-based retailing.

A second marketing environmental factor that is influencing the sales of the Per Una brand continues to be the lack of online transactions, which have become all the more important given the current economic conditions impacting retailing globally. M&S has kept with their policy of not taking orders online from overseas, a strategy decision that has left the Middle East and Asia wide open for Harrods Online, an online initiative from one of their closest competitors aimed at upper income consumers…… [read more]


Marketing Knowing the Readiness Stage Essay

Essay  |  1 pages (381 words)
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¶ … Marketing

Knowing the readiness stage of its target market is essential for the company's marketing communicator because it will allow him to tailor the marketing campaign according to the receptiveness level of the potential customer. At the same time, the readiness stage will give a clear evaluation on the link between the product and the potential customer, in terms of information (how well the customer knows the product), liking (how interested in the customer in the product) and additional elements that can lead to the final purchase stage.

In the awareness stage, the ad will attempt both to make the potential customer aware of the existence of a certain product and, generally, to build brand awareness. A good example in this sense is the Benetton promotion campaigns, which generally emphasize the brand and aim at building awareness for the Benetton brand.

In the knowledge stage, the scope of the ad is generally to give as much information about the product as possible, so the client, who is aware of the product's existence, will now start to understand why the product may be important for him. Generally, companies entering…… [read more]


Marketing Segmentation for a Sports Car Essay

Essay  |  1 pages (326 words)
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Marketing Segmentation for a Sports Car

There are a multitude of segmentation strategies available to auto manufacturers who are selling sports cars globally. The basic segmentation approaches include demographic data on potential customers, including their age, income, professions, martial status, gender and previous car buying history. This would be consistent with measurable segmentation strategies. The substantial differentiation strategies often rely on segmentation on pricing alone, which is commonplace in commodity-like industries yet not so prevalent in sports cars. Differentiable segmentation is based more on the perceptions of consumers, influenced by the market positioning and unique value propositions that auto manufacturers create to distance their brands and autos from competitors. The use of benefit-based marketing that seeks to capitalize on the unique values and needs of a given segment of auto purchasers has proven to be effective in increasing sales (Sukhdial, Chakraborty, Steger, 1995). There is also the ability to segment markets based on how potential auto customers assign themselves into groups. This is…… [read more]


Laws of Marketing Research Paper

Research Paper  |  5 pages (1,791 words)
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Immutable Laws of Marketing

In the book, the 22 Immutable Laws of Marketing: Violate Them at Your Own Risk, authors Ries & Trout (1994) present a series of insights, guidelines and concepts that together form the foundation of how marketing needs to be based more on the perception of customers and less on product features and branding. I thoroughly enjoyed… [read more]


Five Year Marketing Plan Research Proposal

Research Proposal  |  3 pages (817 words)
Style: MLA  |  Bibliography Sources: 2

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Five-Year Marketing Plan

Marketing Program

Product Strategy

Product Line: The Kwik Kova Retractable vehicle cover is manufactured for the purpose of protecting vehicles against the elements, insects, and visibility that could attract thieves. It comes in two basic sizes, as the cover is designed to fit most sizes.

Unique Product Quality: The product improves upon other protective devices such as portable vehicle covers and garage spaces in that it is easily installed, low cost and labor saving. The "one size fits all" quality is the result of unique design. Two standard sizes can fit cars and cycles, or trucks and boats. The product saves not only money, but also space and time.

Packaging: The product can be installed indoors or outdoors. It consists of elongated, hollow housing, an axle to rotate about the central axis, and an elongated cover. A proximal end is coupled with the axle, and has a distal end as well. The housing for the cover is a wall structure with an elongated aperture to accommodate the wall structure. The cover is allowed to extend or retract through the aperture. When retracted, the cover is wrapped around the axle.

The expansion length can be selected for the specific size of the vehicle involved.

Price Strategy

The cover is much cheaper than its competitors, in addition to advantages such as space and labor costs. It is convenient and easily installed, while being out of sight when not needed.

Promotion Strategy

The promotion strategy will be handled by a professional marketing team devoted solely to marketing the Kwik Kova product. The product is new and innovative and therefore needs a team of professionals such as can be provided by Johnson Controls. The team will need to devote all of their efforts towards marketing this singular product.

The marketing team will be led by Robert Johnson, who will act as Vice President. Mr. Johnson's subordinates will be two managers for Product Planning and Marketing Research, and Sales, advertising, and promotion. The former Department will investigate the product's competitors and strategies used by similar companies in order to improve the Kwik Kova product, and also to invent improvements to the current product, and future products. The latter will investigate the sales figures, and implement strategies in response. This team will merge with Johnson Controls' existing marketing operations. For the first six months, Kwik Kova will receive special attention from sales representatives.

Specifically, promotion will mainly occur through trade show…… [read more]


Digital Marketing Methods and Styles Used to Market on the Internet Essay

Essay  |  1 pages (409 words)
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¶ … Digital Marketing on the Internet

Although the work required at a nail salon may seem very 'hands on' (no pun intended) my job utilizes the information and resources available in the virtual as well as the real world. For example, when I design and print flyers and posters for the salon, I use the web's network navigation capacities to research new articles about consumer behavior. I study online trade publications and the websites of product vendors around the beauty world to see what consumers are looking for in the industry, according to projected web advertising metrics and models of future demand.

A also do online market research about new technologies, prices of supplies, and prices of the treatments we offer in regards to our competitors every week. This may involve consulting online auctions, B2B auctions and websites of other local salons. I also use email to negotiate with suppliers get the best price and will contact vendors about new products they may be offering in the future if I see a product I think will become a hot, must-use item.

A post ads on websites and email coupons and referrals special price to frequent and new customers as part of our E-Tailing…… [read more]


Deceptive Marketing Practices Thesis

Thesis  |  4 pages (1,200 words)
Style: MLA  |  Bibliography Sources: 6

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Marketing - Deceptive Practices

DECEPTIVE MARKETING PRACTICES and ETHICAL ISSUES Background and History of the Issue: The history of advertising regulations goes back only to the early 20th century because prior to that, little regulation existed even with respect to the actual products marketed for sale, let alone the truthfulness of marketing statements about those products.

Before World War I, Coca Cola actually contained small quantities of the drug cocaine, as did myriad so called "elixirs" and "tonics" promising to cure disease (Friedman 2005).

Regulation of products evolved slowly and standards defining deception in advertising permitted numerous advertising campaigns and messages that are shocking in light of contemporary ethical standards and legal obligations. Subliminal messaging (which was never actually proven to work as intended) was prohibited relatively early on, but many other forms of creative advertising copy took tremendous liberties with the spirit of honesty by carefully complying with the literal truth (Howard 2005). For example, the famous Trident sugarless chewing gum commercial of the 1960s reassured TV viewers that "Four out of five dentists recommend Trident for their patients who chew gum."

Deceptive Advertising and Marketing Practices:

The Trident slogan may actually be completely true but its purpose is to suggest that dentist recommend that their patients chew Trident gum. In that sense the concept of deception is much broader than merely issuing untrue statements. Given the demonstrable power of advertising media, such a broad definition of deception is likely appropriate (Belch & Belch 1998).

The tremendous advances in communications technology and the sophistication of advertising techniques has, despite tighter regulation in many respects, lead to the creation of a new level of deceptive advertising approaches that are not yet adequately addressed by formal legislation or voluntary ethical industry standards. Late night TV is the world where hour-long "infomercials" deliberately disguised as talk shows pretend to "interview" guests who are not guests but advertisers. Great care is taken to ensure that the scripts are devoid of any literal untruths to comply with the law, all within a program whose exclusive purpose is not to "inform," but to deceive (Lightsey 2006).

Newspaper classified ads routinely solicit female models and hopeful actresses who have naturally beautiful skin to audition for infomercials designed to sell facial rejuvenating products. The purpose of using models pre-selected specifically for their naturally beautiful skin is, by definition, to deceive viewers into believing that their youthful clear complexion is attributable to the product when, in truth, it is mainly due to genetics (Howard 2005).

Meanwhile, to satisfy legal requirements of truthfulness, the actresses selected for their good skin must actually use the product prior to taping the commercial so that their statements about having used it are not untrue. There is no legal requirement to disclose that the models discussing how much they liked the product never even heard of the product before responding to a classified ad titled "Wanted: Models with Beautiful Skin for Product Infomercial."

The process is even more deceptive when it comes to… [read more]


Advertising Intent Term Paper

Term Paper  |  2 pages (576 words)
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Advertising

Assessing the Intention of Advertising Campaigns

Branding's long-term effectiveness is in large part defined through the accumulated effects of advertising campaigns. The extent to which an advertising campaign stays consistent and bolsters a company's branding and the unique value proposition (Anderson, Narus, Rossum, 2006) in the long-term and contributes to greater awareness and sales in the short-term is the essence of the challenge companies have in creating their advertising campaigns.

Assessing Starbucks and Chrysler

In the article Dumb Cup (Mirsky, 2007), the use of controversial, debatable quotes on the side of Starbucks coffee cups is discussed as one of the many marketing strategies Starbucks is using. The bottom line is that this strategy was effective in terms of gaining greater awareness for the company, as one of the editors for Scientific American felt compelled enough to devote a column to it. The humorous recommendations made (Mirsky, 2007) including quotes from comedian Lewis Black on the proliferation of Starbuck's outlets brings an entirely different and more light-hearted perspective to the marketing campaign. In considering the broader effectiveness of this strategy of putting controversial and debatable quotes on the side of coffee cups, the unique value proposition of Starbucks' is also fueled by this strategy. The catalyst for the creation of Starbucks' is modeled after the cafes the founder experienced while on a trip to Italy, where patrons often linger and talk for hours and socialize. The idea of having Starbuck's patrons linger and debate the quotes is meant to further support the unique experience Starbucks hopes to deliver to customers and make part of their brand and unique value proposition.

Chrysler's branding on the other hand is not nearly as deliberate and focused as Starbuck's (Halliday, 2007). From…… [read more]


Marketing Plan Situation Analysis Godiva Chocolatier Term Paper

Term Paper  |  10 pages (2,726 words)
Bibliography Sources: 1

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Marketing Plan

Situation Analysis

Godiva Chocolatier is a brand owned by Campbell's Soup Company, and it contributes on average 6% of total revenues on a consistent year-to-year basis company-wide. Having a premium chocolate brand in the Campbell's brand portfolio causes several major problems for the company from a positioning standpoint. First, the need to position the brand as an essential… [read more]


Strategic Change and Marketing Strategy Reformulation Term Paper

Term Paper  |  7 pages (2,214 words)
Style: APA  |  Bibliography Sources: 2

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Strategic Change and Marketing Strategy Reformulation clear strategic approach is vital for the overall success of each organization. But in today's world, however good a strategic move is, it must be constantly changed and adapted to the new and emerging requirements of the market and environment. Foremost, a change in a corporate strategic approach must then be incorporated at all… [read more]


Marketing Challenges of Going Green in the Domestic Automobile Industry Term Paper

Term Paper  |  12 pages (3,409 words)
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Marketing Challenges of Going Green in the Domestic Automobile Industry

The domestic automobile industry

The automotive industry is one of the most competitive in the world and the U.S. automotive industry is leading the way in terms of sales. In terms of manufacturing, the production activities are shifting from high income regions to the low income ones, such as China… [read more]


Marketing Plan for Starlet Alarms Term Paper

Term Paper  |  7 pages (1,972 words)
Style: APA  |  Bibliography Sources: 2

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Marketing Plan for Starlet Alarms

Starlet Alarms was founded in 1987 and it activates in the security industry as one of the largest companies in WA, in terms of sales. Starlet Alarms sells and installs alarm systems solely for homes, unlike other companies in the industry, which deliver the products for both homes and companies. The company's personnel are formed… [read more]


Marketing Communications Mini- Term Paper

Term Paper  |  6 pages (1,782 words)
Bibliography Sources: 0

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Marketing Communications

Mini-case Study

Marketing communications is filled with pairs of objectives that often seem at odds with one another. Some pairs that are often mentioned are:

Reach vs. Frequency

Creativity vs. Sales

Brand Building vs. Revenue Building

Awareness vs. Sales

Informing vs. Convincing

Communications vs. Behaviour

Compare and contrast two recent English-language campaigns that have different objectives (Provide samples… [read more]


Marketing Communications and Sports Increasingly Marketers Term Paper

Term Paper  |  4 pages (1,267 words)
Bibliography Sources: 1+

SAMPLE TEXT:

Marketing Communications and Sports

Increasingly marketers are turning to professional sports to strengthen their brands by associating them with exceptional athletes, as is the case with Buick aligning itself with Tiger Woods on the PGA (Fitzgerald 2002) or Phil Mickelson with his Accenture-branded golf hat (Stogel, 2004). The same holds true for both commercially-oriented and consumer brands sponsoring NASCAR teams. Take for example the sponsorship of driver Tony Stewart by Home Depot over the last few years and the double-digit growth in ladder sales whenever he wins a race and climbs up a Home Depot ladder when he accepts the trophy to see everyone on the infield (Ferriss, 2005). Advertisers are seeing significant return on investment (ROI) from sponsorships in the NBA, major league baseball (MBL), the NHL in addition to NASCAR and the PGA. One group of researchers has gone so far as to quantify the impact financially on a company's performance of a celebrity endorsement (Farrell, Karels, Monfort, McClatchey, 2000) with this specific study citing the gains in Nike's branding performance based on Tiger Wood's successive victories at tournaments. The intent of this introduction is to define how advertisers create marketing communications programs that capitalize on the unique strengths of each of the sports mentioned. Beginning with the PGA and NASCAR, this introduction looks at the marketing communications strategies that advertisers rely on to gain the ROI on their marketing investments that make corporate sponsorships and co-marketing programs so lucrative.

Marketing Communications Strategy Formulation Begins With the Audience

The main attraction of NASCAR is the solid foundation of men fans, many of which do not watch any other televised sport, and the growing women fan base for the sport as well (Garrison, 2004). Sponsoring a racing team, advertising during these events, relying on co-marketing and co-branding opportunities all lead to get levels of awareness and credibility of specific brands. In the case of golf, the demographics also are gradually changing to a more youthful and more diverse demographic that increasingly includes women. As the ROI analysis completed (Farrell, Karels, Monfort, McClatchey, 2000) illustrates, the Nike brand does increase in value when Tiger accumulates wins, so the investment in celebrity endorsements from a golf standpoint is quite valuable. Advertisers have become more focused on the evolving demographics of these sports, concentrating the marketing communications strategies defined here to reach and eventually sell to these consumers.

Constructing Marketing Communications Strategies Capitalizing on Sports Marketing

Advertisers are increasingly relying on a multi-channel based approach to launching new products into the PGA and NASCAR markets. The marketing channels include websites specifically dedicated to these sports, extensive co-branding and co-marketing through a series of direct mail campaigns, with television commercial production and commercial air time purchases being the majority of their budgets. The marketing communication strategies also rely extensively on local and national events in addition to the races or golf tournaments their sponsored athletes are in. What follows is a break down the typical advertisers' marketing communications strategy as it relates to… [read more]


International Marketing Is Really No Different Form Term Paper

Term Paper  |  12 pages (4,189 words)
Style: Harvard  |  Bibliography Sources: 20

SAMPLE TEXT:

International marketing is really no different form the study of domestic marketing. Do you agree or disagree with this statement?

I am in agreement with the statement that international marketing bears close resemblance with the study of domestic marketing. This is because International marketing is nothing but the marketing across geographical boundaries and it ascribes to the strategy, process, and… [read more]

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