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Mobile Marketing in Hotels Introduction Chapter

Introduction Chapter  |  5 pages (1,662 words)
Bibliography Sources: 1+


Mobile Marketing in Hotels

In the research information presented in this chapter, the author will map out issues with regard to mobile networks and their use in marketing in hotels. A literature review, research objectives, the research problem and research questions are listed as well as the research methodology and the directions for more research in application development are mapped… [read more]

Anti-Drug Marketing Campaign What Do You Think Essay

Essay  |  4 pages (1,074 words)
Bibliography Sources: 0


Anti-Drug Marketing Campaign

What do you think of the design of the advertising pretest?

The advertising pretest seems to have been seriously flawed in at least two specific ways. First, the main point of the entire project was to determine which would be the best and most effective possible message to prevent teenage drug use. By setting up the pretest to separate a prevention strategy and a curtailment strategy, the researchers weekend the potential value of the project. Initially, they had no basis for knowing how many teens already use drugs and how many do not yet use drugs. Obviously, a prevention strategy is comparatively less useful than a curtailment strategy in connection with teenagers who already use drugs; likewise, a curtailment strategy is comparatively less useful than a prevention strategy in connection with teenagers who do not already take drugs.

Instead of arbitrarily assigning some groups of subjects to the prevention message testing and others to the curtailment message testing, they should have exposed all of the test subjects to both messages. Thereafter, if they wanted to pursue the research further, they should have selected subjects who responded more positively to each approach to the different messages within that same approach. It is likely that this methodology would have provided test groups in which teenagers who already used drugs were more likely to be in one group (the group that selected the curtailment messages) and teenagers who do not already use drugs were more likely to be in the other group (the group that selected the prevention messages).

Second, the questionnaire contained two questions that served no purpose because they presupposed the responses or they merely confirmed that the subjects understood the message rather than whether or not the message was likely to be more or less effective than an alternate message with the same meaning. Specifically, there is absolutely no point to asking the subjects whether they thought the message would "help people avoid drugs" or "help people get off drugs." By definition, the messages that provided prevention content begged an affirmative response to the first of those questions (Question # 6). Likewise, the message that provided the curtailment content begged an affirmative response to the second of those questions (Question $7).

Better questions (posed to subjects who each viewed at least one prevention message and one curtailment message) might have asked "Which advertisement do you think would be more effective?" And "Which advertisement do you think would be more effective?" without any explicit reference to whether or not the advertisement corresponded to a prevention or a curtailment theme.

What conclusions, if any, can we draw from the results?

To the extent any meaningful conclusions can be drawn from the study, one might conclude the following:

(1) The more effective messaging approach to prevention would be the Basketball advertisement and not the Mall advertisement.

(2) The more effective messaging approach to curtailment would be the Grave advertisement and not the Loved Ones advertisement.

(3) In a study of… [read more]

Use of Advertising on Facebook in the UK Market Research Proposal

Research Proposal  |  12 pages (4,255 words)
Bibliography Sources: 20


¶ … Advertising on Facebook in the UK Market

Facebook is highly popular in the UK market today, just as it is in many other areas of the world. That has not always been the case, because Facebook has not been a social media tool for that long. In addition, when it first came out it was only for colleges… [read more]

Marketing Dollar Scan Triad Research Paper

Research Paper  |  8 pages (2,159 words)
Bibliography Sources: 1+


Marketing Dollar Scan


Dollar Scan will provide a convenient and affordable service that will allow students, business, people, and private consumers to convert hard-copy documents into digital format. It is a service that enables consumers to do something that they could not otherwise accomplish without investing significant amounts of money in expensive hardware required for this process. It works… [read more]

Marketing Management While the Pharmaceutical Essay

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


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


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


" 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+


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).


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.


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 in Healthcare Management Case Study

Case Study  |  11 pages (3,563 words)
Bibliography Sources: 15


Marketing in Healthcare Management

Over recent years, the healthcare industry has faced significant changes. Today, managers struggle to maintain the standard of healthcare through the effective and efficient management of resources. Yang (2010) notes "that the concept of marketing have been transformed from transaction marketing into relationship marketing" (p. 235). According to the American Marketing Association, marketing includes the processes… [read more]

Advertising Plan on Trufocal Eyeglasses Marketing Plan

Marketing Plan  |  3 pages (848 words)
Bibliography Sources: 4


Advertising Plan on TruFocal Eyeglasses

TruFocals are a new set of glasses which strive to maximize the advantages of traditional glasses, while limiting their disadvantages. The scope of this endeavor is that of constructing an advertising plan for the promotion of the glasses. The starting point is represented by the analysis of the industry, followed by the statement of the advertising objectives, the identification of the target market, the construction of the creative strategy and the selection of the media plan.

The competition

The glasses industry is dynamic and continually impacted by change. Economic agents have to respond to changing consumer demands, as well as integrate the latest technological developments. This specifically means that revenues in the industry are sensitive to a series of threats. The demand for eye glasses is generated by changing life style as well as natural processes of aging. In the United States, the industry is growing due to more eye demanding activities, as well as the aging of the population.

The TruFocal eyeglasses face competition from three distinctive sets of products: bi-focals, progressives and multiple glasses. Each is however characterized by its own limitations, such as tremendous hassle and frustrations with multiple glasses, distorted vision with progressives or limited focal frame with the bi-focals.

3. Advertising objectives

The scope of the advertising campaign is that of familiarizing the customer base with the product. The initial effort in this direction is that of identifying the target market and communicating them the existence of the TruFocal eyeglasses. The objective of the communication process is that of raising awareness of the benefits the new eyeglasses generate for the consumers. The result -- and true purpose of the advertising campaign -- would be that of a generated demand for the products. This would subsequently lead to sales and as such organizational revenues.

4. Target market

The TruFocal eyeglasses address the specific customer market formed from individuals older than 45 -- both genders -- who ware glasses. In effect however, the prospected customers have to ware glasses for eye conditions associated with aging and as a result of a natural process, rather that the consumers who ware glasses as a result of an innate condition, such as astigmatism.

5. Creative strategy

The creative strategy is composed of a series of elements, such as the positioning strategy, the core message to be delivered, the creative recommendations, the advertising appeals or the executions. Each of these components is briefly discussed below:

a) Positioning

The product would be positioned as an innovative and long searched for solution.…… [read more]

Marketing Plan for a Sport Product Research Paper

Research Paper  |  8 pages (2,230 words)
Bibliography Sources: 8


Marketing Plan for a sport product

The modern day society is often criticized for its unhealthy life style. The incidence of cancers or blood pressure related illnesses is increasing at alarming rates and a large portion of the diseases is correlated with an unhealthy life style marked primarily by the lack of physical exercise or by the inadequate nutrition. People… [read more]

Defining Marketing Terms Essay

Essay  |  4 pages (1,736 words)
Bibliography Sources: 0


Marketing Terms

Advertising - a series of strategies aimed at increasing the awareness of a company's brand in addition to its products and services. Advertising is both digital and in print, with digital forms beginning to dominate in the 21st century due to their ability to be measured and analyzed.

Advertising objective -- the series of measurable accomplishments that define… [read more]

Integrated Marketing Communications Strategies (IMC) Consist Essay

Essay  |  3 pages (878 words)
Bibliography Sources: 4


Integrated Marketing Communications strategies (IMC) consist of communicating a consistent and positive message at all contact points. IMC has grown in importance for several reasons. First, IMC allows a firm to foster long-term relationships with customers. Give an example of a company that implements IMC. What do they do well? What should they improve? Explain and justify your answer.

The Walt Disney Company's planning, coordinating, executing and monitoring of their Integrated Marketing Communications (IMC) strategies are among the best in the world. Disney integrates marketing communications strategies at the content, character, messaging and visual levels deliberately to increase cross-selling and up-selling of their merchandise. Their near-obsession with excelling at IMC strategies is directly tied to the company's need to continually gain incremental revenue to fuel their growth (Corporate Executive Board, 2001). Disney in fact perfected IMC strategies from an entertainment standpoint and is taking these lessons learned online with digital content (Schmelzer, 2005). This can be seen in Disney Online, their many microsites and the global reach the company has in Asian and European markets. Disney has been able to successful implement the model shown in Figure 1.

Figure 1: Based on analysis of a Citigroup Investment Brief (Citigroup, 2006)

For all the areas Disney excels at in planning, executing and monitoring their IMC strategies they have failed miserably in other cultures including France and initially in Hong Kong (Balfour, Einhorn, 2009) (Marr, Fowler, 2006). In the case of EuroDisney, Disney company senior management often brought in seasoned Disney executives from the U.S., who clearly did not understand the local culture, needs of employees or even the preferences for food and concessions (Curwen, 1995). Disney is often considered highly ethnocentric in the marketing communication and expansion strategies as a result of the initial failure of Euro Disney and the many challenges of getting Disneyland Hong Kong up and running. For global IMC strategies to be effective they must compensate exceptionally well and transparently to the needs of each individual culture (Balmer, Greyser, 2006). Clearly the Walt Disney Company struggles with this.

2. Importance of Communications Program Objective Setting. Does Bates Manor Furniture have a communication objective? What should it be? How will communications objectives assist in prioritizing promotion tools and budget setting?

Bates Manor Furniture has the primary objective of driving up awareness and nurturing the entire AIDA model to generate sales leads that can be transformed into new customers and revenue. The company however has taken too broad of an approach with their communications objective setting and as a result has not been able to attain its objectives. What is needed is more of a targeted communications program…… [read more]

Apple Computers Marketing Plan

Marketing Plan  |  10 pages (3,133 words)
Bibliography Sources: 10


Apple is a marketer of computers and other personal electronics. The company has been highly successful of late. It utilizes a strategy based around innovation and differentiation. The company has a number of key strengths, including a strong brand, a rock solid balance sheet and a culture that supports innovation. There are strong growth opportunities -- overseas, domestically and perhaps… [read more]

Theoretical Perspective on Advertising Term Paper

Term Paper  |  15 pages (4,304 words)
Bibliography Sources: 20


¶ … Advertising and Functions and Objectives of Advertising


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

Neopets Global Marketing Term Paper

Term Paper  |  5 pages (2,025 words)
Bibliography Sources: 5


Neo Pets Case Study

NeoPets Case Study


Company history

Company philosophy

Type of company culture and market suitability (Is NeoPets Suited for launching this new line?)

What is the Youth Market?

Definition and Characteristics of the Youth Market

Importance of the Youth Market

Trends of the Youth Market

What are some of the marketing methodologies that will help Neo-Pets?… [read more]

Integrated Marketing Communication IMC Strategies Thesis

Thesis  |  5 pages (1,895 words)
Style: APA  |  Bibliography Sources: 5


Integrated Marketing Communication (IMC) Strategies at FedEx Cor

Today, FedEx Corp. (hereinafter alternatively "FedEx" or "the company") it the world's largest express transportation company and offers its customers and businesses a wide range of transportation, e-commerce and business services. The company generates about $38 billion in revenues each year and provides integrated business applications globally under the highly respected FedEx… [read more]

Advertising and Word of Mouth on Consumer Research Proposal

Research Proposal  |  22 pages (9,576 words)
Style: Harvard  |  Bibliography Sources: 50


¶ … Advertising and Word of Mouth on Consumer Decision-Making When Selecting Mobile Phone Service Provider in Kuwait.

"Can you hear me now?"

Verizon's popular TV advertisement's tag line, "Can you hear me now?" stresses the value of hearing what someone has to say. What happened to Josh Vondran, however, according to Andy Piper (2008) in the article, "Stolen phone… [read more]

Business Plan for Marketing and Advertising Organization Business Plan

Business Plan  |  17 pages (4,641 words)
Bibliography Sources: 10


Business Plan for Marketing and Advertising Organization Creativity Sure

Company Description

Mission Statement

Offers to Customers

Organizational Goals

Industry Analysis


PEST Analysis

Marketing Analysis

Target Market

SWOT Analysis

Marketing Mix

Business Model and Resources

Business Risks and Business Strategy

Planning and Financial Considerations

The contemporaneous business community is characterized by numerous features, one of the most notable of its… [read more]

Sales Promotion Product Life Cycle Term Paper

Term Paper  |  10 pages (2,775 words)
Bibliography Sources: 1+


Sales Promotion and Product Life Cycle

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

International Marketing an Emerging Thesis

Thesis  |  4 pages (1,266 words)
Style: APA  |  Bibliography Sources: 5


International Marketing

An emerging criterion onto which the marketing campaigns are built more recently revolves around geographic features. This is useful in the context of international operations as it helps the organization best address the diverse needs of its actual and potential customers (Graham and Cateora, 2006). To best understand how this practice is being implemented by international organizations, one should take the example of three organizations and their marketing schemes.

Nike: Brief company profile

Nike was established in 1972 by a former athlete who had a strong desire to design more comfortable shoes. Based in Oregon, the company soon became an international success, mostly due to its strong marketing campaigns and well implemented brand. Nike Inc. is a manufacturer of high quality sports shoes, apparel and accessories. They currently employ 32,500 individuals and register annual sales of $18,627 million (Hoovers, 2008). The organization has outsourced its manufacturing operations to less developed countries; marketing and design remain to be conducted within the United States.

Nike: Scope of operations, Marketing strategy for each of the regions in which it operates

The primary aim of Nike's marketing operations is to capture the attention and raise the interest of the consumer; they intrigue the audience and as such create the desire to purchase. In 2006, Nike created a marketing campaign in Germany with the occasion of the FIFA World Cup. The Joga Bonito (Play Beautiful) was focused on rediscovering the beauty of football. Another campaign relating to football was created this year, in Spain, as the Euro 2008 commenced. In the United States, Nike recently attempted to increase sales of women's apparel by developing a video with dance instructions from pop singer Rhiana (Nike Inc. Website, 2008).

Nike: Differences among the company's marketing strategies per region

The main difference between the marketing campaigns in each region is given by the variety of messages sent by each campaign. In Spain for instance, the message referred to a better understanding between team and crowd; in Germany, the audience was invited to discover the beauty of football and in the United States, the women were given the opportunity to stay cool and fresh.

Nike: Similarities among the company's marketing strategies per region

All Nike's campaigns are based on its brand and they all have the ultimate purpose of increasing sales. Aside from this, most of the advertisements feature well-known athletes, football or basketball players, and a wide variety of sports personalities. Also, all campaigns try to deliver a strong message. The latest tendency in Nike's marketing campaigns is to focus on delivering a message that would often make the world a better place.

Danone: Brief company profile

Groupe Danone (also known as Danon in the United States) is a French-based organization, activating in the food industry. They were founded in 1919 in Paris and they now operate across a wide multitude of countries, selling dairy, baby food and water products. The organization currently operates with a total of 76,044 employees and registers annual sales of $18,805… [read more]

Marketing Firm Should Enlist the Assistance Term Paper

Term Paper  |  2 pages (665 words)
Style: APA  |  Bibliography Sources: 2


Marketing firm should enlist the assistance of an advertising firm once the other key marketing tasks have been completed. The role of the agency is to present your company and products in the best possible light to the public. Therefore the firm should already have formulated a business strategy, and from that strategy identifying key opportunities for their products or services. An analysis of potential target markets should have been conducted, with primary and secondary target markets identified. The media by which these markets can be reached should have also been examined. This will assist in the process of selecting an advertising firm.

Additionally, the company needs to have their distribution channels identified and deals made. Essentially, the firm should be ready to take the product to market before selecting an advertising firm. The ad campaign, after all, will only be effective if the company can clearly communicate to the advertising firm the product, the market, how they expect that market to be reached, and where the consumers can make a purchase.

There should be specific targets in terms of sales, market penetration, profit and other key issues. All of these will ultimately be communicated to the agency explicitly, as this will help them devise the best possible campaign.

Some of the important criteria to consider when selecting an advertising firm are its capabilities, its ability to work as a partner with the firm, and the strength of its creative. Agency presentations are a great way to evaluate the latter, since they often focus on that aspect. However, a more strategic approach can be taken to evaluate the agency's strength on other issues. For example, it may be worthwhile to test an agency's depth. While presentations are often put together by experienced staff, much of the work once the account is secured may be done by less experienced staff.

The ability of the agency to work as a partner is also critical. The firm should measure the agency's ability to ask the…… [read more]

Marketing Report: Preliminary Overview on a Positive Term Paper

Term Paper  |  3 pages (984 words)
Bibliography Sources: 0


Marketing Report: Preliminary Overview

On a positive note, the company's current focus on small appliances targeted to consumers meshes well with the current rise in interest in cooking. Lifestyle channels such as the Food Network, shows like "Top Chef" and the popularity of magazines like Martha Stewart Living, Rachel Ray, and Cook's Illustrated and their website counterparts all show an expanded interest in using high-quality cooking appliances in home kitchens. The currently softening economy may seem to bode ill for high-end luxury merchandise, but it also may mean that consumers are likely to be eating out less often, and that even wealthier consumers may have a greater interest in staying home and cooking. The rise in popularity of warehouse stores like Costco and Sam's Club may bring a similar rise in the demand for refrigerators, in the company's larger appliance division.

First of all, more detailed analysis is needed to see if indeed the company's reputation for higher-end appliances are what draw people to buy its products, and are the top sellers. Then, a typical profile of the user of the company's products in general, and of specific products produced in its different lines should be created. Branding and creating a unique niche remains critical at this juncture of the company's development, even though it is not a new company. Its brand concept is continuing to evolve.

One possibility is to see if the company products can garner placement in cooking shows that target the company's main audience. If viewers see, for example, the company's food processer used on a challenge on "Top Chef," they are more likely to buy that food processer to recreate the recipe at home, or simply to consider the item they need a new one. Getting a celebrity spokesperson that embodies the brand would be a natural outgrowth of such appearances. A spokesperson can enable consumers to put a face to a brand name, and encourage product loyalty in a variety of product arenas, not simply one.

However, to gain such a niche, the company must substantively overhaul both the technology and design of all of its core products, and eliminate the outdated products that expend unnecessary revenue in production and dilute the value of the brand. A visually interesting and television-friendly product is necessary, to catch the eye of the consumer and to justify the added cost of the product, since the company is not marketing a 'value' brand. Given that higher-end consumers usually want the most technically sophisticated and visually arresting products to justify the premium they are paying, it is critical that the company regain its status as a cutting-edge company. It must begin to generate positive 'buzz' about the products, through word-of-mouth, and placement on television programs, magazines, and other venues.

It is also possible that product placement in lifestyle magazines for its profitable laundry machines, after these products likewise get a design and technical overhaul, might be an area to explore.. Again,…… [read more]

Advertising and Promotion Term Paper

Term Paper  |  10 pages (4,560 words)
Style: Harvard  |  Bibliography Sources: 0


Advertising and Promotion

Letter of transmittal to CEO

I hope that the analysis will be helpful and the recommendations insightful for the development of the company during the next fiscal year.

Best regards, 2. Title page

Microsoft's approach to PR and advertising. Developing the brand through anew IMC.

Microsoft has managed to obtain its current position of global leader in… [read more]

Integrated Marketing Communications Is the Whole Greater Than the Sum of Its Parts Term Paper

Term Paper  |  12 pages (3,418 words)
Style: Harvard  |  Bibliography Sources: 20


Integrated Marketing Communications: Is the whole greater than the sum of its parts?

The concept of Integrated Marketing Communications is a relatively new one, which arose from the need to constantly adapt to the changes affecting both the micro and macro environments. In addition, the emergence of the IMC is a direct consequence of the increased attention placed on marketing… [read more]

Sales Force Management Term Paper

Term Paper  |  5 pages (1,635 words)
Bibliography Sources: 0


Sales Force Management

The use of scanner data collected at the time of checkout in supermarket has increased dramatically in sales analysis. One company has recruited families nationwide to participate in a panel study. When a shopper enters the checkout lane, he or she gives the clerk a plastic card that is passed over the scanner. All items purchased that… [read more]

Tourer Marketing Bureau Analysis Case Study

Case Study  |  8 pages (2,637 words)
Style: Harvard  |  Bibliography Sources: 2


Tourer Marketing Bureau Case Study Analysis

The Touring Marketing Bureau Case Study

Situational analysis

The organization which benefited from the PR company's services was the Touring Promotional Association (TPA). The latter encompassed nine UK-based enterprises which manufactured caravans, a product category which had become a sort of 'rara avis' within the framework of the British touristic landscape, in 1996. Thus,… [read more]

Advertising, Point-Of-Sale Literature, Exhibiting at Trade Shows Term Paper

Term Paper  |  5 pages (1,347 words)
Bibliography Sources: 1


advertising, point-of-sale literature, exhibiting at trade shows and through a co-Op advertising program. Its factory employs more than 400 people and operates at 85% capacity.

Despite growth in its sales and profitability, CIMA executives are concerned that future growth prospects for existing product lines are limited. CIMA has experienced growing competition from foreign competitors who are offering good products at lower prices. CIMA's management's concerns are not entirely speculative -- the company recently lost approximately $130,000 in sales from two retailers who decided to stock a cheaper competitor.

Quite simply, CIMA needs new avenues of growth but management can not seem to agree on what those avenues should be. Company president Margaret Simon is concerned that CIMA is not targeting segments of the market that have the strongest growth potential, such as the weekender segment, which prefers a lower cost boot for less rigorous hiking than that which is undertaken by mountaineers or serious hikers. The weekender market has heavier competition and has been entered by major shoe retailers such as Nike and Reebok.

Executive Vice President Anthony Simon believes that CIMA should stay in its core markets -- mountaineers and serious hikers -- and simply offer some new, lower cost models that would compete with the foreign boot manufacturers. The proposals offered by Margaret and Anthony Simon both entail roughly half a million dollars in product development and capital costs.

CIMA also is considering whether it should expand its distribution chain. The company has historically shunned mail-order catalogues because they compete with retailers, who handle the bulk of CIMA sales, but company management is reconsidering this position.

Major Strategic Alternatives

CIMA has a number of major strategic alternatives at its disposal. The first option, obviously, is to do nothing. There will always be less expensive alternatives in any market, and CIMA has been experiencing uninterrupted growth. The anticipated market stagnation has not yet occurred. The advantage of this alternative is that it does not require additional capital expenditures or major strategic shifts. The downside is that if the projected stagnation occurs, CIMA may react too late.

The second alternative is to aggressively target the weekender market. The advantage of this strategy is that it places CIMA in a growing, vibrant market with strong sales potential. The downsides are that it could impair CIMA's reputation for producing high-end boots; it would require an investment of half a million dollars for product development and capital costs; and it forces CIMA to compete with major manufacturers, such as Nike and Reebok.

The third alternative is to introduce new, less expensive models in CIMA's core mountaineering and serious hiker markets. The advantage of this alternative is that it keeps CIMA in its core markets; allows for some sales growth; helps CIMA compete against lower priced foreign manufacturers; and does not impair CIMA's reputation for producing high-end boots. The downside of this alternative is that it would require an investment of half a million dollars for product development and capital costs, and it offers… [read more]

Subliminal Advertising Term Paper

Term Paper  |  5 pages (1,601 words)
Bibliography Sources: 1+


Subliminal Advertising has been one of the most alluring features of the marketing industry since 1950s, when moviegoers were allegedly exposed to the surreptitious signals while they watched a movie. Some alarmists claim that the American public is being constantly bombarded with subliminal messages that sell products and political messages, or simply induce a state of mind. In fact, Russian… [read more]

Buyer Behavior and Sales Promotion Term Paper

Term Paper  |  3 pages (1,075 words)
Bibliography Sources: 1+


Buyer Behavior and Sales Promotion


Generation Y refers to all the youth born in the 80s and 90s. However some include those born in the late 70s i.e. 1978 onwards to date. Mostly Generation Y refers to the people who are born between 1977 and 1994. There has been no official consensus on the matter of dates and who all to include and who to exclude from the definition of Generation Y or as at times knows as "Generation Why" or the Echo Boomer generation (Wikipedia). The previous generation, known as Generation X was much different types of consumers as compared to Generation Y, whose ideology is purely to buy. They exhibit a culture of consumerism and their behavior and nature is much different than the previous generations. Hence marketing to Generation Y includes the analysis of their choices and marketing for products in an appealing way to ensure maximum consumerism.

The buyer behavior has changed considerably with Generation Y and image is not the top priority with them these days. They are highly influenced by rock bands, rappers, celebrities and sports figures. Teens that are highly conscious about the new trend make full use of the media including the internet to get an insight of what's new and what's in. They check for the latest fashions, services and products and aim to get them as soon as possible. Being influenced by sports celebrities, many advertisers have used these figures in the promotion of their products. "Over the years, advertisers have paid famous athletes millions of dollars to endorse their products" (Alan J. Bush et al., p.108). Although Generation Y does shop online, they however prefer going to stores and buying products from there. They expect honesty and verification therefore one cannot introduce them to a product without backing it up with evidence of its performance. Their obsessions should be learnt about and their interests should be known. They are trend setters and opt for the best that is available.

The positioning in the mass is highly important if the product is to be sold to the Generation Y "Positioning is a perceptual location. It's where your product or service fits into the marketplace. Effective positioning puts you first in line in the minds of potential customers" (Jan Welborn-Nichols). The environment in which Generation Y have grown up in has been a media oriented one and thus they can detect ploys right away. This would ruin the organization's reputation and positioning in their sights and they will avoid their products always. Generation Y will opt for products that have a standing and positioning. They do not want out dated products or products by companies who are not known, or have a bad reputation as far as their product line is concerned. Therefore it is important for organizations to have a positive review regarding their products in the media and it is essential for them to back up their claims. "Marketing to Generation Y is not simply… [read more]

Online Marketing Ace Hardware Term Paper

Term Paper  |  4 pages (1,199 words)
Bibliography Sources: 1+


These networks take the leg work out of pursuing individual sites by recruiting and managing the affiliate sites, providing an administration platform to monitor results, providing the tracking code required to make the entire process work, serving advertisements on behalf of the merchant and acting as a central affiliate payment center.

The Web version of print advertising includes banners, towers and pop-ups placed on appropriate Web sites. Just like print advertisements, these online techniques are designed to generate traffic, increase brand awareness and generate leads and sales (Background: History of Internet advertising, 2003). Cost per thousand pages viewed is only about $5 on the Internet. This may appear to be a good deal in contrast to print advertising, but closer examination of click-through-rates, how many times the advertisements are clicked on, and conversion rates, the number of completed sales that occur as a direct consequence of advertisement referrals, reveal that online advertising isn't as effective as print advertising.

Unfortunately, Internet advertisements have proven to be far more disappointing than their print counterparts for a variety of reasons, with two of the more important ones being too much consumer exposure combined with the large amount of distraction on the Internet. As a result, average click-through rates for Internet advertisements have plummeted to only approximately 0.5%, and this optimistic rate is only true provided that the advertisement meets the following optimal conditions (Background: History of Internet advertising, 2003):

The advertisement is well targeted.

The advertisement has unusually good content and design.

Demographic and psychological customer profiling has been used.

The advertisement has been optimized by repeated testing

Even more important than click-through rates are conversion rates, with an industry average of only one percent. So, the low cost for pages viewed must be weighed with the actual results of the views, revealing potentially low return on investment for online advertising that isn't well planned.

As discussed in this paper, the Web site and e-mail present new and affordable options for unparalled personalization and targeted marketing. Combine this with the ubiquity of presence offered by Web site optimization, affiliate marketing and to a lesser extent online advertising and Ace Hardware has a recipe for market success. However, the company should never lose site of the fact that Internet marketing is a compliment to rather than a replacement for traditional marketing. The issues raised with online advertising only underscore how important other advertising vehicles such radio, television and newspapers still are in the marketing strategy. After all, Ace Hardware is both a brick-and-more company as well as an online B2C company and, for this reason, needs to engage in both online and traditional marketing approaches. And, any good marketing strategy leverages all techniques available to develop the best way to reach consumers.


Background: History of Internet advertising, (2003). Retrieved February 11, 2005 from Web site: http://www.ecommerce-digest.com/online-advertising-study.html

Geld, S.F. Cost savings between traditional marketing and Internet marketing. Retrieved February 11, 2005 from Web site: http://www.internetworldstats.com/articles/art042.htm

Hughes, A.M.. How the Web has changed database marketing.… [read more]

Communication Through Various Advertising Techniques Term Paper

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


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]

Sex in Advertising Term Paper

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


" 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]

City Services Group Marketing Plan Marketing Plan

Marketing Plan  |  6 pages (2,873 words)
Bibliography Sources: 6


Marketing Plan part C

Branding, pricing, and distribution strategy

Brand building to depict a firm's strategic direction is a very crucial and frontline issue for the top management in an organization (Ho Yin & Merrilees, 2007). Brands cannot work without strategies, and the role of strategic marketing is brand building or implementing branding strategy (TODOR, 2014). On the other hand,… [read more]

Marketing Plan: AB City Services Group Branding Marketing Plan

Marketing Plan  |  4 pages (1,578 words)
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Marketing Plan: AB City Services Group

Branding Strategy

Defining the brand idea

The strategy begins with the carrying out of a situation analysis, which will lead to the group identifying the opportunities the brand can take advantage of, but the brand idea, which will denote what the brand will stand for must be clearly defined. Towards achieving this aim, there… [read more]

Marketing Strategy, Planning and Management Process Term Paper

Term Paper  |  10 pages (3,341 words)
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Other elements include market command and sales promotion. Currently, the region that HTC works in face free trade policies that affect marketing approaches. Such policies eliminate the existence of tariff barriers in subsequent trading blocs (Hiebing, Cooper & Wehrenberg, 2011, p.33).

HTC plans on working around regions with 5% tariffs reduction in the next decade. This is an interest around… [read more]

Break Even Analysis and Planning Case Study

Case Study  |  4 pages (1,228 words)
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The detailed breakdown of the break even analysis is revealed in the Appendix 1.

The paper uses the financial analysis in the table below to support this assertion:

Profits derived at the First and Second Strategy when the estimated Demand is 150,000 units

First Strategy

Second Strategy

Sales (150,000 x $170)


Sales (150,000 x $220)


Variable cost per unit (150,000 x35)



Fixed Costs



Total Costs








Profits derived at the First and Second Strategy when the estimated Demand is 180,000 units

First Strategy

Second Strategy

Sales (180,000 x $170)


Sales (180,000 x $220)


Variable cost per unit (180,000 x35)



Fixed Costs



Total Costs







$8, 300,000

Profits derived at the First and Second Strategy when the estimated Demand is 200,000 units

First Strategy

Second Strategy

Sales (200,000 x $170)


Sales (200,000 x $220)


Variable cost per unit (200,000 x35)



Fixed Costs



Total Costs







$12, 000,000

The results of the financial analysis reveal that the company will achieve the target profits of more than $4,000,000 with the estimated demands of 180,000 and 200,000 units using the first and the second strategy. However, the company will make more profits using the second strategy than the first strategy at the estimated demand of 180,000 units or 200,000 units.

3. Computation of the Margin of Safety

The concept margin of safety is defined as the extent the projected sales exceed the break-even volume or the break-even sales. The formula used to calculate the concept of margin of safety is as follows:

"Margin of Safety = Budgeted Sales ? Break-even Sales"

The paper delivers the calculation the MOS (margin of safety) in the first and second strategy based on the estimated sales of:

150,000 units,

180,000 units and 200,000 units.

Margin of Safety based on the First Strategy and Second Strategy

First Strategy

Second Strategy

Projected Sales (150,000 units)



Break-even sales



Margin of safety



Margin of safety %



Projected Sales (180,000 units)



Break-even sales



Margin of safety



Margin of safety %



Projected Sales (200,000 units)



Break-even sales



Margin of safety



Margin of safety %



Analysis of the MOS reveals that the first strategy with the estimated demand of the 150,000 units will deliver the lowest contribution margin of 1%. However, the second strategy with the estimated of the 200,000 units will deliver the highest contribution margin of 16%.

4. The company should go ahead by investing in the new product because the company will reach the targeted profits of more than $4,000,000 by using the first and second strategy of the estimated sales of 180,000 units and 200,000 units.

5. Large companies producing a range of product could use the analysis to estimate the break-even point… [read more]

Elements of Healthcare Marketing Essay

Essay  |  2 pages (664 words)
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Establishing the marketing function within an organization can be accomplished through pricing, product/service management, financing, promotion, selling and many other ways. For instance, promotion as a way of establishing a marketing function involves communication with customers about the products to achieve the desired result customer demand of the product. Financing on the other hand, involves budgeting for marketing activities, and providing financial assistance to customers to enable them purchase the business products and service.

The two most common organizational structures for marketing are by product and by market. By product may be best when specialized knowledge of certain products or services is needed, this usually occurs in large diversified companies. Conversely, by market may be appropriate form when a need exists to provide better service to different types of markets (Montana & Charnov, 2004).

The similarities between product-oriented organizations vs. market-oriented organization is that; both dwells on how firm makes its profits and what motivated these firms to create new products as well as, refining existing products. Product-oriented organizations mainly focus on creating a high-quality product. The idea was that the consumers would want the product so long as it is of a good quality. For instance, in health care, a hospital may simply work so as to increase the quality of care provided so as to publicize that quality. The market-oriented organizations on the other hand focus more on chasing the needs of consumers. Today, most firms find out what the consumers want and then create products that will fill those needs. For example, a health care firm using this orientation might pioneer new plastic surgery techniques that might appeal to consumers wishing to look younger.


Montana, P., & Charnov, B. ( 2004). Organizational Structures: Concepts And Formats. Management: A Streamlined Course for Students and Business People. (Hauppauge, New York: Barron's Business Review Series, 1993), pp. 155-169. Retrieved May 28, 2014, from http://www.ils.unc.edu/daniel/405/Montana11.pdf

Pearson, D. (2003). The 20 Ps of marketing: a complete guide to marketing strategy.…… [read more]

Industrial and Consumer Marketing Distinctions Essay

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In their opinion, in addition to these factors that determine certain differences in marketing approaches, it is important to focus on derived demand (Hutt & Speh, 2013). This refers to the fact demand for business marketers' products is determined by consumers. Therefore, marketing efforts are influenced by demand size.


Consumer marketing and business to business marketing derive from the same marketing principles that are differently applied and have different influences on the two segments. The marketing of both types of companies focuses on producing value for customers through the products they sell while gaining profits. However, the different necessities of addressing individuals or businesses as customers require different business models that influence the marketing approach.

Most business to business management works focus on presenting the difference between this type of business and consumer marketing. These differences can be easily observed when analyzing companies' advertising, customer approach, or product demand. Important differences are determined by customers' purchasing behavior and buying decision. This is because companies' marketing strategy must adapt to customers' purchasing strategy. In the case of consumer markets, customers make emotional decisions, while in business markets customers decide based on reason, and focus on technical issues. This makes it very important for companies addressing the business to business segment to use product managers with technical background.

Consumer markets attribute increased importance to advertising in comparison with business to business. Companies directly addressing customers have a variety of channels to approach them, while business companies use other strategies. The number of buyers also plays an important role in their marketing approach. Consumer markets have numerous buyers, while business to business markets have very few buyers, increasing their power in their relationship with sellers.

These represent different factors that influence the marketing activity. Although business to business and consumer marketing derive from similar principles, their application must be different because it is influenced by different environmental factors. It is important to understand how these factors can influence companies' marketing strategy and their productivity.

Reference list:

1. Zimmerman, A. & Blythe, J. (2013). Business to Business Marketing Management: A Global Perspective. Retrieved April 18, 2014 from http://books.google.ro/books?id=pqBag4CzgwwC&pg=PA65&dq=business+to+business+marketing+principles&hl=ro&sa=X&ei=4uhQU6XrLqSQ5ASUn4GAAQ&ved=0CEYQ6AEwCA#v=onepage&q=business%20to%20business%20marketing%20principles&f=false.

2. Hutt, M. & Speh, T. (2013). Business Marketing Management: B2B. Cengage Learning. Retrieved April 18, 2014 from http://books.google.ro/books?id=8lMAWJXtf6QC&pg=PA14&dq=differences+in+business+to+business+and+consumer+marketing+principles&hl=ro&sa=X&ei=XDhRU6CiJMTiywOfmIHIDQ&ved=0CCUQ6AEwAQ#v=onepage&q=differences%20in%20business%20to%20business%20and%20consumer%20marketing%20principles&f=false.

3. Donovan, R. & Henley, N. (2010). Principles and Practice of Social Marketing: An International Perspective. Retrieved April 18, 2014 from http://books.google.ro/books?id=pM42Oqz8BuUC&printsec=frontcover&dq=marketing+principles&hl=ro&sa=X&ei=aUlRU42-JamCyQOj9oG4Cg&ved=0CEYQ6AEwCQ#v=onepage&q=marketing%20principles&f=false.… [read more]

Apple Products Case Study

Case Study  |  4 pages (1,370 words)
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One of the major challenges that the company is still faced with is justifying its higher price tag. The company charges over twice of what their competitors charge and they still manage not to price themselves out of the market. The company has a clear justification for doing so: their products are beautiful and their fanbase of consumers is absolutely devoted to them. The company is also able to justify their price with features and benefits of the product that can't be matched elsewhere. As one fan explains, "No software is more intuitive, no product more valuable than the Apple product. Any other smartphone looks like it was developed by rookies when compared to an iPhone 4. You simply cannot compare the two. Critics will play on the fact that the core features are the same, and they might be, but that's not the point. The point is that Apple is the Rolls Royce of the technology and design world, and their customers will gladly pay a premium because of it" (Tanda, 2014).

One of the signs that Apple has long been on the right track with its current marketing plan is that there is a phenomenon known as unboxing where customers video tape the process by which they unwrap their brand new apple products. This means that the process is so Zen and continues long past the cash register that Apple has been able to inspire consumers to record and share their experiences with the rest of the world.

This is partly a manifestation of the three marketing pillars that Apple has long had in place and which continue to guide the company to this day. The first pillar is empathy and an understanding of customer needs more than any other company. The following pillars of marketing are focus (doing the job set out to do) and impute: being able to create a product which is designed so well and with the highest quality that it looks amazing, as people do judge a book by its cover (Moorman, 2012). Thus, the key for Apple is continuing to build its marketing strategy within its daily practice and generating more press on how consumer-friendly the company is. One of the major obstacles to Apple is the fact that it can too often be perceived as an expensive or elitist company. Sometimes when a company prices its products at the highest margin, it can be viewed as holier than thou or snobbish. One of the ways that Steve Jobs sought to correct this from the beginning was by hiring truly empathetic employees who think very deeply about the entire process of the consumer. "Steve Jobs unique and effective insights about how people want to interact with technology. Jobs used a quote originally attributed to Henry Ford to describe why these insights were so important: "If I had asked people what they wanted, they would have said faster horses" -- illustrating the problem that customers may be limited to thinking only in terms… [read more]

Digital Marketing for Luxury Brands Thesis

Thesis  |  10 pages (2,699 words)
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These strategies are known as "Pull" and "Push" strategies. Following is the way that their methodology works for providing the customers with information (Kapferer and Bastien, 2012):

* Pull digital marketing - this is where the information regarding services or products is searched for by the customer by visiting the information sources of the company. Requests are basically being made… [read more]

Sales Engineer at Omni Automated Case Study

Case Study  |  3 pages (928 words)
Bibliography Sources: 3


When it comes to the proposed solutions, these are less alternative solutions and more complementary ones: Omni should like implement all of these, since they address different aspects of the main problem, which is the fact that Omni did not win the deal. The first thing to do is to better understand the organizational culture at Gentech. According to the model proposed by Handy (1976), this appears to be a task culture, where the problem to be solved in this case is the acquisition of a new robotics system. Following Kennedy and Deal, however, this is also a process culture: bureaucratic, slow, with low risk etc.

With this in mind, perhaps the approach that Waters took to bombard the different people with information is not necessarily the right one. He appears to have access only to mid-managerial level, such as Thompson. Perhaps he should have his boss (or another vice presidential level employee of Omni) meet with Reilly to understand what matters most for the potential client. He uses a standard, not customized approach: providing information, communication will all he believes play a role etc. He should take things to another level and have his vice president meet with Gentech's vice president.

Second, Omni seems to have some structural technical problems that will not go away even with good marketing. These problems have been shown by the foreman and it could be the case that the management and decision makers at Gentech are also aware of these issues. The best solution here is to address these problems. However, in case this is not possible, the best approach is likely an open and transparent discussions in which these problems are presented, along with the measures that Omni is undertaking in order to reduce or minimize their impact.

Omni's promotional and marketing mix should also be adjusted. Positive information about Omni should be included in a lot more materials. Waters provides theoretical literature about robotics, but it should focus more on the competitive advantages of Omni. Nobody knows, for example, that Omni is a leader in the niche segment that applies to Gentech's needs. This is something that should already have been included in all the brochures that Waters has given to the decision makers at the company. Better communication is necessary, at an organizational level, even if Waters is doing a good job on a personal level, interacting with all his counterpars.


1. Handy, Charles B. (1976) Understanding Organizations, Oxford University Press

2. Deal T.E. And Kennedy, A.A. (1982, 2000). Corporate Cultures: The Rites and Rituals of Corporate Life, Harmondsworth, Penguin Books, 1982; reissue Perseus Books, 2000

3. Fenn, Rob, (2013). Bad Mouthing…… [read more]

Nike and Reebok Term Paper

Term Paper  |  7 pages (2,361 words)
Bibliography Sources: 5


Another statistic states: "Digital billboards are making headway nationally. More than half (55%) of travelers have noticed a digital roadside billboard in the past month and nearly one-third (32%) have noticed one in the past week" ("Zinc LED screens solutions," 2009). It just affirms that digital billboards are the way to go for companies like Nike in promoting and effectively… [read more]

Consumer Behavior Analysis Essay

Essay  |  6 pages (2,151 words)
Bibliography Sources: 2


For this organization, addressing need recognition would be geared towards showing the extent of differences between the desired state and actual state of the individual with regards to the use of these products. The company will stimulate need or problem recognition among its targeted male customers or audience through constant reminders of the availability, accessibility, and benefits of the products. The reminders i.e. advertisements will focus on showing how these personal care products solves some of the major problems men experience with regards to their looks and appearance. In addition, the advertisements will highlight these problems and how the use of the products addresses the problem.

In relation to searching consumer behavior, the company will conduct internal search and external search of the men personal care products market in the United States. Internal search will primarily be based on retrieval of information or knowledge from memory such as previous experiences with customers. On the other hand, external search will be centered on gathering additional information from the external environment such as what customers are saying about the products (Kaufman, n.d.).

Companies can usually get into consumers' consideration set by asking to be in the set, changing one of the elements in the marketing mix, and using attraction effect. In the marketing of personal care products for men in the U.S., the company can get into the customers consideration set through encouraging consumers to consider its brand vs. rivals' brand. This process would involve highlighting the advantages and benefits of the products over competitors' brand. The company should also state some of the extra initiatives they have undertaken in ensuring the products are better than those of rivals. The second plan for getting into consumers' consideration set is using the attraction effect i.e. improving odds of becoming consumer choice through addition of inferior product to the consideration sets (Kaufman, n.d.).

In conclusion, the process of marketing male personal care products in the United States market requires extensive consumer behavior analysis for the company to reach a wider audience, enhance its bottom line, and increase its profits. This would require examining the various cultures in the target audience to identify the best choice as well as consideration of microcultures and other demographics to be targeted. Through the extensive consumer behavior analysis, the organization will identify the most appropriate type of message appeal that will enhance the attractiveness of the products to the target audience. Based on extensive market research, fear appeal seems to be the ideal choice to be used in advertising of these products. In addition to the use of conventional methods of advertising, the organization would benefit from creating an online community as part of group influence in the marketing of the product.


Bearden, W.O. & Etzel, M.J. (2001, November 2). Reference Group Influence on Product and Brand Purchase Decisions. Journal of Consumer Research, 9, 183-194. Retrieved from https://www2.bc.edu/~woodsiar/nov%202%20reference%20grp.pdf

Gayatri, S.A. (2008, August). Advertising Appeals in Magazine: A Framing Study. Retrieved from San Jose State University website: http://scholarworks.sjsu.edu/cgi/viewcontent.cgi?article=4532&context=etd_theses&sei-redir=1&referer=http%3A%2F%2Fwww.google.com%2Furl%3Fsa%3Dt%26rct%3Dj%26q%3DPropose%2Ba%2Btype%2Bof%2Bmessage%2Bappeal%2Bto%2Bbe%2Bused%2Bin%2Bthe%2Badvertising%2Bpersonal%2Bcare%2Bproducts%26source%3Dweb%26cd%3D1%26cad%3Drja%26ved%3D0CCUQFjAA%26url%3Dhttp%253A%252F%252Fscholarworks.sjsu.edu%252Fcgi%252Fviewcontent.cgi%253Farticle%253D4532%2526context%253Detd_theses%26ei%3D-CYOU8aDMsuc4wTDy4CQDg%26usg%3DAFQjCNHfm5xRYCweSNRkYrwQRoyJxC1XrA%26sig2%3DUMJ-yiXDKICHryePTLV2yQ%26bvm%3Dbv.61965928%2Cd.bGE

Kaufman,… [read more]

Marketing Managers Understand Consumer Behavior? Term Paper

Term Paper  |  7 pages (2,119 words)
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Some have a relatively diffuse target market -- this can save in terms of marketing costs but can make it difficult for a company to distinguish itself in a competitive marketplace (for example, a mass brand like Crest toothpaste). Some companies, in contrast, have a distinct niche marketing strategy which can generate a loyal consumer base but can be too narrow to sustain demand (such as a specialty tennis shop). Or a company can have a multifaceted approach to marketing to different segments which allows for a wider consumer outreach like Costco. This can permit the company to operate on an economy of scale but can dilute brand identity. This approach is also more financially costly.

Because of the costs of marketing more and more companies are engaged in relationship-based marketing (CRM) to generate loyalty from consumers. Positioning is critical to differentiate the product from competitors in the target market as well as to demonstrate value to that market.

Chapter 9: Marketing research: Why is it valuable?

Marketers have many tools at their disposal to engage in research. These can include accruing information from a database about customers. Research can be descriptive (information about consumers or them market); diagnostic (used to solve problems); or can have predictive value (i.e., used to predict the future about consumer decision-making and other variables). Regardless, research is vitally necessary for marketers to capitalize upon trends; identify organizational problems; and make good decisions that allow them to keep current customers and to secure new ones. The data accrued is not limited to the information amassed by the company itself but can also be drawn upon from the government; outside professional associations (for example, a healthcare company drawing upon information from a nursing organization); and the media. In fact, this type of second-hand data can be particularly valuable as it can save money on research although there is always the issue of validating its objectivity and reliability before making major decisions with it. Also, the Internet has made information about consumers much more available and there has been an explosion of research and analysis firms using that data to conduct studies. However, there are some advantages to using primary data -- it is specifically designed to answer the questions of concern to the firm.

Surveys are probably the most family type of market research known to consumers and can take a variety of formats, from mail-in or Internet-derived questionnaires to intimate focus groups and one-on-one interviews. Observational research in which consumers are observed interacting with the product can likewise be valuable. Web-surfing can also be 'observed.' In some instances, businesses will hire shoppers to go into stores and watch how people shop as well as evaluate the purchasing experience. Experiments can also be used to amass data and must conform to the rules of standard scientific experiments in terms of sampling and results that are within an accepted statistical margin of error. Data is usually cross-tabulated so question responses can be compared.

Marketing research is likely… [read more]

Marketing Effectiveness Memo Research Paper

Research Paper  |  4 pages (1,141 words)
Bibliography Sources: 1+


By conveying this message and upgrading its product offering, McDonalds reflects the concerns of the masses, especially by being transparent on nutritional value of its food items.

Marketing Strategy and Brand Image:

One of the major factors that have contributed to McDonalds increased profitability and success over the years is its well-recognized global brand image. The firm has constantly leveraged on its renowned brand image and value propositions for its expansion into new and emerging markets and increased productivity. The well-recognized global brand image has been achieved through product and service offering and effective marketing strategies. McDonalds maintains its status as a recognized brand across the globe through localizing its menu to compete head-to-head with local rivals.

The company's marketing strategies across various target segments have had significant effects on its brand image. While it has experienced numerous challenges from time to time, McDonalds has constantly regained its status as a symbol of globalization through extensive marketing initiatives and campaigns. The marketing strategies are effective because the enable the firm to develop an outstanding position in the minds of customers. Since its inception, the corporation has been used its familiar logo across all communication methods to establish a position in customers' minds. In addition to contributing to the firm's well-recognized brand image, McDonalds marketing initiatives convey the image the corporation is trying to create as a best rather than the largest fast food restaurant chain. These strategies contain designs, images, and colors that depict the organization as the best fast food restaurant across the globe.

Importance of Internal Marketing for McDonalds:

With emphasis on focusing on customers, marketing professionals have constantly directed marketing initiatives and efforts outside the company in attempts to attract customers. However, in the past few years, internal marketing has emerged as an important concept for many organizations, especially businesses in the service industry. Generally, this concept refers to the process with which every organizational member embraces the ideas and objectives of marketing and is involved in selecting, providing, and communication value to customers. This process involves treating workers as customers through establishing job products that meet their respective needs.

As a major player in the service industry, McDonalds Corporation should continue focusing on internal marketing because of its significance to the business. One of the main reasons to focus on internal marketing is that it contributes enhanced success of the organization. Generally, a firm's marketing strength can never be better and more important than its internal brand because its members are the ones who create customer experiences that shape external brand (Yastrow, 2010). Secondly, internal marketing enhances the motivation and productivity of employees, which contributes to better products and improved service for customers as well as enhanced organizational productivity.

In conclusion, marketing strategies play a crucial role in the success and profitability of hospitality establishments mainly because they operate in a highly competitive industry. This is primarily because these strategies have significant effects on an organization's brand image, ability to reach its target audience effectively, and… [read more]

Advertisements Comparison Advertisements to Compare Term Paper

Term Paper  |  3 pages (1,347 words)
Bibliography Sources: 3


The advertisement targets the young and the old, men and women in the society since burgers are a common food all over. The shoes advertisement is meant for ladies and women. This is because the shoes which are on the advertisement are for ladies and therefore the advertisement will only be appealing to ladies.

Channels of communication

There are various channels that can be used to communicate the message of this advert ensuring that the message reaches as many people as possible. Some of the channels that can be used include;


Any print advertisement can be printed on flyers and distributed all over. The flyers have to be made as attractive as possible so that anyone who is given the flyer will be interested in looking at it and reading through it. The flyers can be distributed outside the shops, and in streets or anywhere where there are many people so that the information can reach as many people as possible.


Another channel that can be used for print advertisement is magazines. Companies can get space in magazines where they can place their advertisement in order for them to reach their target audience. For instance the first advertisement can be placed in a food magazine while the second advertisement can be placed in a fashion magazine.


Another channel is the internet whereby the advertisement can be uploaded over the internet. A significant number of people access the internet every day and virtually every minute of the day. Placing the advertisement on the internet is a sure way of getting as many people as possible to see the advertisement. Options such as click to vie options can be used whereby if one clicks the link to the advertisement will appear on their screen and they will be able to read through it. These companies have to make sure that the advertisement is as attractive as possible so to draw the attention of anyone to click the link and want to view the advert.

Negative impact

One negative impact of using the internet as a channel is the fact that many people do not clicking on the links that appear on their screen. Therefore they would avoid as much as possible on clicking this links. This means that less people will be clicking the links and hence reduce the number of people who view this links and thus reduce the audience altogether.


Gfk, (2014). Advertising and Communication Optimization. Retrieved February 3, 2014 from http://www.gfk.com/solutions/Advertising-and-communication-optimization/Pages/default.aspx

Nraombr.(2014). Marketing Communication: Channels and Promotion Tools . Retrieved February 3, 2014 from http://nraomtr.blogspot.com/2011/12/marketing-communication-channels-and.html

Shoes advertisement. http://www.google.com/imgres?client=firefox-nightly&hs=GWb&sa=X&rls=org.mozilla%3Aen-U.S.%3Aunofficial&channel=fflb&biw=1280&bih=821&tbm=isch&tbnid=i8VsENXctXCGeM%3A&imgrefurl=http%3A%2F%2Fwww.pervasivetags.com%2FPublic%2FExamples.aspx&docid=KJF1bKX7LgzXCM&imgurl=http%3A%2F%2Fwww.pervasivetags.com%2FPublic%2FImages%2FExamples%2FExamples-Retail-Advertisement.png&w=629&h=900&ei=5FfvUt-7AcmDhQfQ2oHwCA&zoom=1&ved=0CHkQhBwwBQ&iact=rc&dur=311&page=1&start=0&ndsp=20

MacDonald's Advertisement. https://www.google.co.ke/search?q=mcdonalds+print+advertisements&tbm=isch&imgil=7gN5QtS1fak_XM%253A%253Bhttps%253A%252F%252Fencrypted-tbn1.gstatic.com%252Fimages%253Fq%253Dtbn%253AANd9GcRz_sP1vOVe5S-W85lPkbBASYB2Bks7ShQeNe1FXKCVs3ujpgmz%253B590%253B755%253BPZ7ZhqUc33afcM%253Bhttp%25253A%25252F%25252Fwww.foodiggity.com%25252Fthe-first-mcdonalds-big-mac-ad%25252F&source=iu&usg=__dTXvRXPxT9TgIkYCiPrzrZJAEm4%3D&sa=X&ei=3cnvUsTfHZSrhQfvl4GwDA&ved=0CDUQ9QEwBg&biw=1024&bih=625#facrc=_&imgdii=UK9c-s-L9bk3ZM%3A%3BiDByFfUf3-_R1M%3BUK9c-s-L9bk3ZM%3A&imgrc=UK9c-s-L9bk3ZM%253A%3BaX0mEYcdqtBjoM%3Bhttp%253A%252F%252Fm1.behance.net%252Frendition%252Fmodules%252F33671555%252Fdisp%252F705891516668bd248e3803b88b019583.jpg%3Bhttp%253A%252F%252Fwww.behance.net%252Fgallery%252FMcDonalds%252F4288169%3B600%3B788… [read more]

Taco Bell Targeting, Segmentation Research Proposal

Research Proposal  |  3 pages (715 words)
Bibliography Sources: 1+


Taco Bell

Targeting, Segmentation and Positioning

Taco Bell targets the millennial demographic. The company has always targeted the 12-34 demographic with its cheap faux-Mexican fast food, and today this means the millennial generation. Teenagers and those in their twenties are the core demographic. The company specifically targets those with lower education and income levels, though it does want to reach all consumers if it can. However, its products appeal to those with budget constraints, the inability to cook for themselves, and no concern for their own physical well-being. Most of the company's sales are in the U.S., and mostly in suburban and urban areas.

Prior to 2012, the company had targeted this audience with what the company has now termed "crappy humor" that conveyed a distinctly low-brow positioning. The company's President described the image it was portraying of its customer as "a 24-year-old white guy being an idiot." This positioning appealed to a core component of the demographic, but left the company with limited options to expand beyond that demographic. The result was slow sales growth. In the past year, however, Taco Bell has sought to retain its demographic focus but change its positioning somewhat to give it a greater ability to reach into other demographics that may have traditionally been outside of its core audience (Morrison, 2013).

The company has retained the core demographic, notably releasing a line of quasi-food products under the Doritos Locos name, tying in with the Doritos brand of snacks. Taco Bell has, menu items aside, sought to portray itself as a little bit more serious in order to stop from being a punch line. The company has engaged social media in order to reach its millennial target market more effectively, and this has helped to make the company look a little more professional and to drive sales higher. Its Cantina menu was also introduced to appeal to people who pay more attention to their health, a demographic that would have traditionally shunned Taco Bell. More $1 items were introduced to gain more sales from its core demographic. The company is also getting ready to launch breakfast, which will appeal more to…… [read more]

Advertising Is Essentially a Negative Term Paper

Term Paper  |  4 pages (1,278 words)
Bibliography Sources: 4


The volume of advertisements will continue to be high in today's economic system because mass distribution of products sustains the free enterprise system.

Speaker A: But, what about the fact that advertising creates false images? It seems to communicate that men should be handsome, athletic, virile, thoughtful fathers, and tall at all times. On the contrary, it implies that women should be skinny, beautiful, and with full-time jobs in addition to being full-time mothers. While some of these characteristics are reasonable, they tend to be usually unrealistic and unachievable. The advertising industry has continued to disgracefully objectify and sexualize women while using them as productivity tools (Romo, 2012).

Speaker B: I agree that advertising has sometimes portrayed false images of men and women. However, these images are not the creation of advertisements but are generally influenced by the media, especially television programs and movies. Advertising has primarily capitalized on the existing and vastly growing body-image issues in society. Many people in society are experiencing huge pressures to fit an ideal image established by culture and the media, with or without advertisements.

Speaker A: What about the fact that advertising has played a crucial role in developing and spreading many social ills? For instance, advertising is partly to blame for luring people into eating disorders accompanied with significant health consequences and implications. Companies have continued to hire advertising firms to promote and sell low-nutrient foods. In addition, fraudsters have used advertising to lure people to purchase worthless products and services.

Speaker B: Really? What about the numerous advantages and benefits of advertising to the society and the economy? What about its provision of a framework for transmitting information regarding health and social issues for products? What about the fact that it promotes the development of new and improved products, stimulating competition, providing a wider choice, and encouraging decreased prices?

Speaker A: As much as some of the things you have stated are correct, advertising essentially has a negative influence on society because it's offensive. It must generally be acknowledged that many people in the society find advertising to be in bad taste and ineffective. Actually, advertisers and marketers recognize that the general public finds advertisements distasteful and attempt to avoid it. Advertising has an offensive nature because it offends in attempts to attract people's attention.

Speaker B: Not really. Advertising has a positive and beneficial impact on society from an economic and business point-of-view. It actually stimulates the economy by encouraging the development of goods and services that strengthen the economy. According to the findings of recent surveys, advertisements are both informative and persuasive (Plumer, 2012). Many economists have stated that advertising is ultimately beneficial by providing people with more information regarding products and services in the market.


Advertising basically has some positive and negative effects on society because of its advantages and disadvantages. While advertising contributes to economic growth and development, it also affects the society negatively through unethical and inappropriate practices and measures. Generally, advertising is essentially a… [read more]

Bt's Marketing Communications Bt Website Essay

Essay  |  7 pages (2,321 words)
Bibliography Sources: 4



The company uses a blend of competitive brand positioning and creative positioning strategy to target its consumer segment. The television, newspaper, and billboard ads are designed by making promises that can best attract the consumers. For example, to promote Sports TV channel, the company has taken the services of Robin van Persie (player from Manchester… [read more]

Marketing Comparison of Distribution Strategies Essay

Essay  |  4 pages (1,766 words)
Style: APA  |  Bibliography Sources: 4


In the summer there may be a greater demand for lighter more refreshing soups, such as carrot and coriander or gazpacho. The attribution strategy we need to accommodate the seasonal variations, which may be forecast based on previous sales and marketing research. The seasonal impact is likely to influence the distribution strategy greater the soup compared to cars, however the automobile market may not be totally immune, as one may speculate that soft top sports cars and cabriolets may be more demand in the summer months compared to winter.

Therefore, the distribution strategies of automobiles and soup is very different, one is an infrequent purchase it is highly considered, and may take time, with a need to consider the way stock is held due to high level of capital that is tied up. Conversely, soup is a low commitment purchase, it may not require any consideration and can be impulse purchase, but it does require a high level of commitment to developing and maintaining relationships with retailers in order to achieve the mass sales that are required.


Chaffy, D, (2009), E-Business and E-Commerce Management (Second edition), London, FT Prentice hall

Hooley GJ; Saunders JA; Piercy, (2007), Marketing Strategy and Competition Positioning, London, Prentice Hall

Kapferer, Jean-Noel, (2012), The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands, Kogan Page Publishers

Kotler Philip; Keller Kevin, (2011), Marketing Management, Prentice Hall

Mintzberg Henry, Ahlstrand Bruce, Lampel Joseph B. (2011), Strategy Safari: The…… [read more]

Sales Value of Personal Selling Essay

Essay  |  3 pages (931 words)
Bibliography Sources: 4


The term selling is often used synonymously with the term marketing however personal selling is merely one component of the promotion mix, which refers to the personal communication of information to persuade a prospective customer to buy something (e.g., a product or service) that satisfies that individual's needs (Hotel Mule, 2009). The marketing program is an important component that can support the salespersons role.

Interview with a Sales Manager

A telephone interview was conducted with a sales manager at a branch of the Hilton Hotel chain. This conversation helps to identify many of the characteristics that can be found in an estimate of the ideal sales person. For example, one trait was that the salesperson should constantly portray positive emotions and be respectful of the potential clients at all times. Maintaining a positive outlook is an essential part of the sales process; especially in the luxury services market. Furthermore, the salesperson must also maintain a professional perception at all times. This includes being appropriately dressed and refraining from anything that could be perceived as unprofessional.

The sales person must also be able to identify the potential client's individual needs and desires or expectations from the service that they are considering. Thus the salesperson should know how to ask the right questions in an open ended manner to engage the client to have them describe their needs or expectations. The salesperson can then customize a marketing message to the potential client that addresses their specific concerns or interests in the service. Finally, the salesperson needs to exude confidence in the closing process to effectively generate sales.


The ideal traits for a sales professional that engages in personal selling is a highly subjective matter that depends on the individual perspective. There are some commonalities that most seem to agree upon however. For example, interpersonal skills and a level of professionalism generally appear on all accounts. This analysis also identified that the client actually plays a substantial role in the sales process as well and their participation should also be accounted for. The use of positive emotions is another factor that seems universal in its appeal for sales professionals. Therefore, these traits should be kept in mind when a sales person is selected.

Works Cited

Hotel Mule. (2009). Personal Selling. Retrieved from Hotel Mule: http://www.hotelmule.com/html/44/n-2044.html

Khan, A. (2011, May 14). Methods of Personal Selling. Retrieved from Hozpitality Plus: http://www.hozpitalityplus.com/profiles/blogs/methods-of-personal-selling

Shannahan, R., Bush, A., Moncrief, C., & Shannahan, K. (2013). Making Sense of the Customer's Role in the Personal Selling Process: A Theory of Organizing and Sensemaking Perspective. Journal of Personal Selling and Trade Management, 261-275.

Wang, E., Tsai, B., Chen, T., & Chang, S. (2010). The Influence of Emotions Displayed and Personal Selling on Customer Behavior Intention. The Service Industries Journal, 353-366.… [read more]

International Marketing of the Winter Research Paper

Research Paper  |  4 pages (1,134 words)
Style: APA  |  Bibliography Sources: 4



Nevertheless, it is clear that the marketing executives at Adidas found their brand was highly congruent with the three major themes of the Olympic Games as well as its core focus: "Athletic excellence has always been a core element of the Olympic Games, inspiring spectators -- especially youth -- to strive for their personal best" (Elam & Hamakawa, 2008, p. 2). Indeed, despite the costs involved, the marketing executives at Adidas were likely drooling over the potential clout of their efforts at the 2006 Winter Olympic Games given the global audience of more than 3 billion viewers that watched the games (Elam & Hamakawa, 2008).

Key International Market Entry Issues

Companies seeking to promote their brands at the Olympic Games are faced with some enormous challenges given the scope and duration of the event. For Adidas, the key international market entry issues that were involved can be discerned from an application of the "4 Ps" which is provided below.

Product. Adidas introduced a newly designed Adidas Olympic range for the Winter Games (Adidas operational and sporting highlights 2006, 2009). In addition, the International Olympic Committee decided in 2005 that Adidas was not allowed to use its high-profile trademarked "three-stripe" design on an Olympic kit after the Committee received complaints from competitors. Adidas responded by introducing a new design for the Turin 2006 Winter Olympic Games that was not trademarked and was considered a "design feature" instead of logo and was allowed to be used (When Is a Logo Not a Logo, 2006, p. 121).

Price. In becoming an Official Olympic Sponsor, Adidas was looking at the big picture rather than the immediate costs. In this regard, Subs (2009) reports that, "Adidas has not blamed its poor performance solely on the downturn. It bought Reebok in 2006 hoping to boost the brand's sales and image, but progress has been slower than expected" (p. 19).

Place. The 2006 Winter Olympic Games were held in Turin, Italy. The Games, though, were global in scope. According to Elam and Hamakawa, the Games had "a potential audience of more than 3 billion people in 200 countries televising the Games, 1,000 hours of feed from the host broadcasters, and global coverage of more than 16,000 hours" (p. 6).

Promotion. According to a recapitulation of the Olympic Games by Adidas, "More than 500? athletes competed in the newly designed Adidas Olympic range at the 2006 Torino Winter? Olympics, underlining Adidas' position as the true Olympic brand" (p. 3).


The research showed that the 2006 Winter Olympic Games in Turin, Italy attracted billions of viewers from virtually every country of the world. As one of the most high profile sporting events in human experience, the Olympic Games represent the pinnacle of excellence for its participants, but the Games also represent a valuable marketing opportunity for savvy corporate sponsors such as Adidas whose product lines are closely aligned with the types of events that are held. Although Adidas probably did not realize the maximum benefits from its… [read more]

Marketing Products Term Paper

Term Paper  |  4 pages (1,522 words)
Bibliography Sources: 1+


How the core business may change in response to industry or market changes.

Throughout the preliminary stages of the advertising strategy advancement, numerous focus teams were held to get idea into a selection of most likely clients. These focus teams offered helpful idea into the choice making procedure of these customers.

An added source of dynamic marketing research is a feedback system based upon a technique card system. The technique card has a number of statements that clients are asked to rate in regards to a provided scale. There are likewise numerous open ended concerns that permit the client to easily provide useful objection or praise. Coffee Time will strive to execute sensible techniques in order to enhance their service providings along with reveal their dedication to the client that their ideas are valued.

The last source of marketing research will be competitive analysis. This will be done by frequently checking out rivals and evaluating their service providings and readjust appropriately.


Mckeown, M. (2012). The Strategy Book, FT Prentice Hall.

Pinson, L. (2004). Anatomy of a Business Plan: A Step-by-Step Guide to Building a Business and Securing Your Company's…… [read more]

Repositioning of a Tangible Product Assessment

Assessment  |  10 pages (3,031 words)
Style: Harvard  |  Bibliography Sources: 10


¶ … positioning of Tangible Product

Background / Current Situation

Product Analysis

Market Analysis / Competitor Analysis

PESTEL Analysis

Political Environment

Economic Environment

Social and Cultural Environment

Technological Environment

Environmental Environment

Legal Environment

Marketing Objectives

Financial Objectives

Marketing Strategy

Target Market

Unique Selling Proposition (USP)





GANTT chart of Proposed Marketing Activities

Appendix II Proposed Budget

The… [read more]

Marketing Positioning Plan Dry Shampoo Continued Research Paper

Research Paper  |  6 pages (1,687 words)
Bibliography Sources: 1+


Tre Semme III

Positioning Strategy

Positioning -- Current

The current positioning strategy is exemplified by the motto "professional performance at an affordable price." This defines the company's offering along two critical product attribute dimensions of performance and price. This positioning is occupied by a number of products in this category. Consumers value both of these qualities in hair care products.… [read more]

Marketing in Schools Case Study

Case Study  |  2 pages (642 words)
Bibliography Sources: 1


Marketing in Schools

Discuss the ethics of allowing advertising in schools. Is there an appropriate age in which advertising could be considered?

As many empirical studies have established, 12 years of age is when children can discern the concept of persuasive intent and make judgments with regard to its authenticity and trustworthiness. From an ethical standpoint the age of the child can be irrelevant given the persuasiveness of the specific advertising medium, its use of implied peer pressure through Facebook visibility, and the onslaught of social media in young children's lives. The age of 12 is also one that is also open to debate given the initial methodology that defined this specific chronological point in a child's life without regard to stakeholder requirements and contingent responsibilities (Hartman, DesJardins, 2008). The age of 12 is relative from an empirical standpoint as marketers today have much greater influence and control over children's perceptions through social media. Ultimately the age appropriateness of advertising from an ethical standpoint needs to take into account the stakeholders of the child being advertised to in addition to the inherent value of the food or beverage from a health standpoint

(Hartman, DesJardins, 2008). Key stakeholders including parents need to be included in the vetting process of proposed advertising of sugar-laden snacks and candy that contribute more to health problems of children than help them.

2. What are the benefits and drawbacks to advertising products within schools?

The benefits of advertising products in schools include raising awareness of healthy alternatives to junk food, and getting feedback on how snack and convenience foods can be better designed to be nutritious. The benefits of advertising products need to include approaches to gaining feedback and advice from stakeholders and ethically tailoring food items for children (Hartman, DesJardins, 2008). Ironically the drawbacks of advertising products to children could be made into benefits if treated as a means to gain greater stakeholder feedback and involvement…… [read more]

Marketing Mix Essay

Essay  |  3 pages (1,003 words)
Bibliography Sources: 3


Marketing mix is defined as a set of tools employed by firms in roping baskets of customers for gaining maximum profits. It comprises of promotion, place, price and product commonly referred to as the four elements of the marketing mix. Starbucks combines the four elements in order to yield a profitable strategy. The company works with a combination of these elements because they have different permutations allowing them to find out what works best for them. Currently, Starbucks develops its marketing strategies based on the following elements:


Products produced by Starbucks must satisfy the needs of customers. If this is not achieved, then the company will be wasting its time and resources. Therefore, they must ensure that customers yearn for their products. Starbucks must ensure that they design products in line with the needs and demands of customers. Before producing nay products, they must ask themselves whether the products have a benefit or fulfill the desires of customers. Starbucks must ensure products produced deliver the expectations of customers. This brings in the aspect of quality. Customers cannot be easily fooled by offering them sub-standard products. Conversely, they can be lured into buying Starbucks products through advertisements. Starbucks has to produce good quality products so that customers may come back. If customers are satisfied, they tend to bring in more customers and vice versa (Lamb, Hair & McDaniel, 2012).


Starbucks have been adjusting their prices in a manner that leads to maximum yields. Their prices have never been fixed, and they regularly change their prices according to various external and internal factors. Making profits is the primary objective of Starbucks and is crucial for them to follow the right price. They work to ensure their prices generate maximum yields. The company determines the price for its goods by considering the costs involved in distribution, promotion, and manufacturing. Similarly, Starbucks considers prices quoted by other players in the industry. They emphasize on how much the market is willing to part with in exchange for their products. Therefore, their optimum strategy of pricing is based on establishing the balance between the price and the prices that customers intend to pay for the product (Gitman & McDaniel, 2009).

In case Starbucks were to lower the price of its products, it might experience increased volumes but with low profits. Therefore, before they slash their prices, they should consider second thoughts on the profit margin. In addition, the firm is of the belief that they are producing unique products hence they can overprice. Nevertheless, some firms are operating based on copying products from other players and might develop similar products. If copycat firms produce products similar to those of Starbucks, they will sell them at a cheaper rate. This has the potential of throwing Starbucks outside the track. Therefore, overpricing and under pricing can be beneficial and risky at the same time. When making decisions on marketing strategies and tactics, Starbucks must take into consideration prices quoted by other players and make changes accordingly… [read more]

Marketing-- Specified Marketing Is the Procedure Essay

Essay  |  2 pages (716 words)
Bibliography Sources: 2


Marketing-- Specified

Marketing is the procedure of connecting the worth of a service or product to consumers. Marketing may in some cases be translated as the art of selling items, however sales is just one small aspect of marketing. As the term "Marketing" might substitute "advertising" it is the total approach and feature of advertising a service or product to the client (AMA, ongoing).

From a societal perspective, marketing is the link in between a culture's product demands and its financial patterns of feedback. Marketing pleases these demands and desires with exchange procedures and developing long-term relationships. The procedure of interacting the worth of a services or product with positioning to consumers. Marketing can be viewed as an organizational feature and a set of procedures for developing, providing and interacting worth to consumers, and handling client relationships in methods that benefit the company and its investors (Kotler and Keller, 2012). Marketing is considered to be the science of selecting target markets with market analysis as well as market segmentation, in addition to comprehending customer purchasing habits and offering remarkable consumer worth.

For me, marketing can be classified as the art of strategically positioning, placing and promoting a company's product into the marketplace.

Significance of marketing in organizational excellence

There are 5 contending ideas under which companies can decide to run their company; the manufacturing idea, the item idea, the selling idea, the marketing idea, and the holistic marketing idea. The 4 elements of holistic marketing are considered to be relationship marketing, internal marketing, incorporated marketing, and socially receptive marketing. The set of engagements required for effective marketing management consists of, catching marketing ideas, getting in touch with clients, constructing sturdy brand names, forming the marketplace providings, providing and interacting worth, developing long-lasting development, and establishing marketing approaches and strategies (Kotler and Keller, 2012).

In this sense, a company's marketing division is frequently viewed as of prime relevance within the useful degree of a company. Info from a company's marketing division would be made use of to lead the activities of various other divisions within the company. As an instance, a marketing division can determine (by means of marketing…… [read more]

Marketing Plan Project Research Paper

Research Paper  |  6 pages (1,839 words)
Style: APA  |  Bibliography Sources: 5


Marketing Plan Project: Introduction of Pond's Face Moisturizer Cream from the United States' Market to Turkey

Pond's face moisturizer cream is one of the common and essential products' brands in relation to cold cream and beauty products. The brand focuses on the maximization of the strong brand image, recognition, and critical history. In the development of this market plan project,… [read more]

Consumer Behavior From a Cultural, Social Research Paper

Research Paper  |  9 pages (3,397 words)
Bibliography Sources: 6


¶ … consumer behavior from a cultural, social, personal and psychological standpoint are analyzed in the context of globalized brands, social media and the counterbalancing effects of ethnocentrism globally. The implications of social media including Facebook's effects on how brands are presented by actual vs. ideal selves is also included in this analysis (Hollenbeck, Kaikati, 2012). The accumulated effects of… [read more]

Pepsi Refresh Project-Viral Marketing Research Paper

Research Paper  |  4 pages (1,378 words)
Bibliography Sources: 6


Pepsi employed the strategy of crowdsourcing to gain insight on community development ideas and other philanthropic purposes. Pepsi decided to skip the Super Bowl ads in their marketing campaign and instead focused its marketing efforts on social media marketing (Armelini, G. & Villanueva, 2011). By interacting directly with customers and target market of Pepsi, the company received proposals and suggestions for their spending their philanthropic funds. By planning such an activity, the company indirectly increased its ratings online since as an outcome of the Pepsi Refresh activity, a lot of people were talking about Pepsi and its community initiatives. The dewMocracy campaign of the Pepsi Company also got significant insight from the customers by receiving their opinion about next flavor and taste of Mountain Dew. The product innovation process was already there in the traditional marketing management process but taking it online, the company received inputs from target market and in return, the target market felt connected and engaged in value creation process of Pepsi (Qualman, 2010).

4. Research two (2) other businesses that have used Social Media Marketing to their advantage. Discuss how each of these businesses has utilized Social Media Marketing and provide examples with your discussion.

Pepsi has used social media and increased the scale of customer insight in their product innovation process (Divol, Edelman & Sarrazin, 2012). Other than Pepsi, Zappos, an online retail seller of shoes, clothing and luxury accessories has effectively employed social media marketing strategy. The company devised a marketing strategy in which the people who visited company's social media page are encouraged to become a fan of Zappos by pressing the Like button. The company clearly states that it intends to form a mutually beneficial relationship with customers and treat customers as equals. A specific instance was when Zappos announced 'Fan of the Week' contest. The customers were encouraged to send their pictures with Zappos box and best picture, also voted by fan club of Zappos not selected by the company, will be the 'Fan of the Week'. This clearly engaged the customers while marketing the company. Ford Motor company is also another such firm that successfully uses social media marketing. THE FORD STORY is also one such example where the company releases a story about Ford and places the comments window before the story, this way the customers that seek information regarding Ford get to know the car and the company through user comments rather than official story of the company.

5. Speculate what impact Social Media will have business over the next decade and identify what skills you need to improve to take advantage of the changes.

Social media platforms will enable an increment in the scrutiny of products and services offered by the companies. The ability of target market through the use of social media to impact the value creation and post-launch success of the product will compel the companies to market genuine features and benefits only and false marketing and advertising will decrease. The most needed skills to… [read more]

Popularity of Social Media Marketing Term Paper

Term Paper  |  8 pages (2,410 words)
Bibliography Sources: 6


The participating social groups or persons continued to influence directly participation of others. This opened up the barriers likely to be faced with marketing advertisement media. Conceivably, the linking up of different peoples in different social grouping using the social media increased the volume of opinion and thus insights to PepsiCo.

Businesses That Have Used Social Media Marketing To Their… [read more]

Buying Behavior of Organizations Research Paper

Research Paper  |  6 pages (2,885 words)
Style: APA  |  Bibliography Sources: 4


Buying Behavior of Organizations

The advertising, promotional and selling strategies that are commonplace in consumer products are known for their reliance on evoking emotions, communicating the unique value of benefits, and seeking to create a unique identity for a given brand over the long-term. Business-to-consumer (B2C) marketing and selling, heavily reliant on their ability to create and sustain a strong… [read more]

Advertising Prescription Drugs Case Study

Case Study  |  2 pages (535 words)
Bibliography Sources: 1


¶ … direct to consumer (DTC) advertising of drugs considered ethical? What facts could be supplied to help you make your decision?

On the one hand, the argument can be convincingly made that providing consumers with as much information as possible concerning the pharmacological solutions that are available to them just makes good sense. Innovations in pharmacological technological continue to introduce new formulations every day and many healthcare consumers may not know what is available to treat their conditions. Indeed, healthcare consumers are in the best position to know what ails them, but they may not know what new medicines are available to treat their conditions due to a basic lack of knowledge.

On the other hand, though, critics of direct-to-consumer (DTC) advertising of drugs characterize many of these preparations as so many "sex toys" that are not used to treat real conditions. Critics argue that DTC advertising promotes unnecessary drug use, increase the incidence of the side effects that are a concomitant of this increased drug use, and that the practice has a number of other adverse outcomes that include an overall increased reliance on drugs to the exclusion of healthier alternatives, exploit vulnerable populations, and contribute to the diminution of the traditional therapeutic relationship that has existed between physicians and their patients.


What ethical issues should be considered when marketing prescription drugs?

In order to formulate informed views concerning what ethical issues are involved in marketing prescription drugs, it is important to know what population is being targeted and for what conditions the drugs are being promoted. There may be a very fine ethical…… [read more]

Multivariate Analysis of Parametric Data Essay

Essay  |  5 pages (1,612 words)
Style: APA  |  Bibliography Sources: 1+


Maddox's research design involved a qualitative analysis of consumer behavior in regard to their usage of Web sites for the purpose of gathering prescription drug information as well as product requests. The research design involved the use of a questionnaire to measure the research questions. The questionnaire was placed online on a website belonging to one of the major pharmaceutical… [read more]

International Marketing Research Paper

Research Paper  |  7 pages (2,113 words)
Bibliography Sources: 5


For some companies, having the critical mass is important because they rely on economies of scale. Target's entry into Canada is a good example. It purchased the Zeller's chain of discount stores, acquiring in the process 130 sites. That massive real estate purchase gives Target a strong immediate presence in the market, with good anchor sites in shopping centers, and the ability to enjoy the economies of scale necessary to keep prices low. In addition, merging with, acquiring or entering into a joint venture with a local company helps the foreign company to mitigate political risk and to gain valuable knowledge about local market conditions, as well as gain access to pre-existing distribution channels. This approach cedes more control than the other approaches -- at least mergers and joint venture do -- but it can also have significant advantages, especially for companies looking to expand quickly.

5. Standardizing products has a number of advantages in the global marketplace. The most important of these is that the product has already been established to work, so the company is taking a successful product to new markets. In addition, the product is linked with the brand. Having a consistent product allows for a consistent brand image as well. This consistency helps a company to gain competitive advantage. In addition, standardization can help to achieve cost reduction (ASTM, 2001). The Ford example makes this point clear. The most complex parts of the car are standardized to ensure economies of scale and production flexibility on a global level. In addition, marketing can be tailored around the basic premise, since the same core will be marketed in roughly the same way around the world, no matter what the local name or other superficial details might be. This standardization helps Ford to gain significant advantages in managing the long process of designing and developing new vehicles. With a long lead cycle, being able to use the same handful of platforms the world over increases the company's efficiency.

The problem with standardization is that it does not always reflect local market conditions accurately. In many cases, a standardized product might have different levels of appeal around the world. Standardized pricing is an even bigger risk, given the differentials of buying power. The famous Big Mac Index illustrates the adjustments to the price of goods that need to be made in order to appeal. The product itself is standardized, but how it is marketed is not, because the company recognizes that having pure standardization is risky for its lack of flexibility to appeal to specific markets (The Economist, 2012). Overall, an approach like the ones that Ford and McDonalds take reflect the realities of standardization. These companies seek to leverage the advantages of standardization, but are not so rigid as to ignore the benefits of eschewing standardization for certain aspects of the marketing program.

Works Cited

ASTM. (2001). The economic benefits of standardization. ASTM Business Link. Retrieved December 4, 2012 from http://www.astm.org/BIZLINK/BusLinkA01/DIN.html

Buzzell. R. (1968). Can you standardize multinational… [read more]

Advertising Cardinal Health Essay

Essay  |  2 pages (709 words)
Bibliography Sources: 2


Personal selling must as well be incorporated in this kind of market since some of the products may require a professional to demonstrate how they are used particularly among a new client group. Some of the appliances will also require an experienced individual to demonstrate how they are used and not merely post them on the internet. This personal presence of an individual from the company will create a sense of personal touch and clearer understanding of the product hence creates potential market for the product.

There are several other modes of advertising that can be useful in the promotion of the products of Cardinal health. These involve the use of coupons as well as flyers to promote the products. These will give more space for explaining the products of the company than the mobile phone would give. Organizing medical camps and having a facilitator to explain how their products can be used to carry out medical procedures is also a well thought out advertisement method that can be used and can be organized once in a year bearing the expenses behind it.

In as much as the online advertising has widely been used of late, it is one of the mediums that face a lot of challenges. One of the main challenges is the lack of trust of the adverts online. Many consumers feel there could be a lot that is concealed hence trust less the company sponsored blogs and the online advertisements. They would rather get the information from the independent reviews or friend referrals. Consumers have also expressed lack of interest in viewing online advertisements since there are so many of them hence end up annoying the viewer. Apparently the customers to do not need online advertising and will make do with the professional rating sites or the community content rating services (Erick Clemons, 2009).


Cardinal health Facebook Profile, (2012). Cardinal Health. Retrieved November 29, 2012 from http://www.facebook.com/pages/Cardinal-Health/109556449069756?fref=ts

Erick Clemons, (2009). Why Advertising Is Failing On The Internet. Retrieved November 29, 2012 from http://techcrunch.com/2009/03/22/why-advertising-is-failing-on-the-internet/… [read more]

Social Media on the Advertising Competitiveness Literature Review Chapter

Literature Review Chapter  |  15 pages (6,921 words)
Bibliography Sources: 1+


¶ … Social Media on the Advertising Competitiveness of Small Businesses

Marketing is a complex issue (Joshi, 2005; Christensen, 1997). Because of the complexities surrounding it, it is very important that every researcher into the issue carefully consider what area of marketing he or she wants to study, and focuses on that area. By doing so, marketing (both domestic and… [read more]

Casts Light Upon the Unethical Essay

Essay  |  8 pages (2,420 words)
Bibliography Sources: 7


In the modern 21st century, globalization has removed trade barriers and duties free trade is promoted (Shaikh), yet no fiscal policy is free of taxes. It is no exaggeration to mention that the rate of taxes levied in 21st century is higher than the historical rates. The price of the product becomes double if taxes are applied, hence the marketers… [read more]

Wal-Mart Changes in Business Practices Essay

Essay  |  9 pages (2,818 words)
Bibliography Sources: 5


Third is the women's economic empowerment page where the company has taken the initiative of changing the lives of many different women around the globe.

The fourth page shared by Wal-Mart on Twitter and Facebook is inclusion and diversity. In this web page, the company provides explanations to different network users: the information relates to its history, and growth over… [read more]

Deception Marketing Practices Research Paper

Research Paper  |  3 pages (1,119 words)
Bibliography Sources: 4


Deceptive Marketing Practices: Discover Bank

"Misleading representations and deceptive marketing practices can have serious economic consequences, especially when directed toward large audiences or when the take place over a long period of time;" and that was exactly the case that occurred with Discover Bank (Competition Bureau Canada 1). Deceptive marketing practices involve the use of misleading or deceptive marketing and advertising materials in order to trick consumers in purchasing a product or service they would have otherwise avoided buying. It is an unfortunate problem that occurs much more often than the average consumer would like to see. As such, these deceptive marketing practices can disadvantage the consumer, causing them to loose faith in the market, as well as tarnishing the reputation of those parties who are known to utilize such practices within their marketing and sales techniques.

Background of Problem

Today's market environment for financial products and services is already vulnerable. After the recession and the disappointing bail out for many American banking institutions, many consumers have lost their confidence in banking systems in general. Yet, Discover Bank was always an institution that tended to have a strong reputation for giving back to the consumer. Its credit card services are known for their increased rewards, and many Discover members believed they were involved with a different type of bank -- one that actually cared about their customers. However, recent events have changed that image dramatically. In September of 2012, the bank was targeted by the Federal Deposit Insurance Corporation (FDIC) and the Consumer Financial Protection Bureau (CFPB) in regards to a year long investigation that uncovered the use of deceptive marketing practices to trick baking customers to purchase unnecessary credit products (). The research explains that Discover Bank was involved in "telemarketing and sales tactics that they said 'mislead' consumers into paying credit card 'add-on' products" and that "Discover implied that the products were free" (Kim 1). Between 2007 and 2011, Discover Bank utilized these deceptive marketing techniques to trick their consumers in agreeing to products that they would then receive charges for unknowingly. Many paid fees for months, not even knowing that they were being charged after agreeing to a supposed free service. According to the research, "telemarketers selling payment protection, credit score tracking, and other credit card extras misled consumers about charges, withheld important information or spoke quickly when they disclosed prices and terms of the add-on products" (Stephenson 1). As a result of the investigation, Discover will now have to pay over $200 million in fee refunds to customers who were deceived along with $14 million in penalty fines (Stephenson 1).

Philosophical Critique

Deception is most often frowned upon within the wide myriad of philosophies that help guide both individual and organizational behavior. One example are the theories within the concept of moral philosophy, the idea of moral judgment is innately linked without ability to use our intuition to make decisions. From a consequentialist perspective, an act is morally right when it "produces at least as good… [read more]

Entertainment and Art Book Report

Book Report  |  8 pages (3,129 words)
Style: APA  |  Bibliography Sources: 15


National Basketball Association

Marketing in the Arts and Entertainment Industry

A Branding Analysis of the National Basketball Association

The National Basketball Association (NBA) continues to define best practices in the use of experiential marketing, video marketing, intensive use of integrated marketing communications (IMC) and advanced analytics in entertainment marketing. The NBA's marketing strategies are specifically focused on creating then quickly… [read more]

Economics Pick a Marketing Environment Essay

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


It has, therefore, produced non-carbonated drinks that include Dasani, Powerade, Odwalla and Minute Maid.

The introduction of the drink reflects more than one macroenvironemtnal issue. It reflects social as well as political issues in that not only has obesity become a growing concern of the nation, but that government and certain powerful corporations have been accused of propagating the epidemic for their own greedy concerns (namely making a business out of the disease).

To counter that, Coca-Cola produced its innovative drops -- and it is not the only company to do so.

According to Strom of the NY Times:

Soda companies are experimenting as never before with new sweeteners and sweetener combinations, hoping to stem a slide in sales of carbonated beverages and combat criticism that their marquee products contribute to the nation's obesity crisis.

Coca-Cola's competitors consequently will be anyone who can best supply the market's desires for a healthy beverage that takes them as least time as possible to consume and/or is portable.

My recommendation to Coca-Cola is to retain their traditional beverage despite the observed environmental trend. They have achieved their reputation only due to their classic drink that has become synonymous with the United States itself and, partially, for that reason has become the intentional well-known drink courted in many countries. It is the traditional Coca-Cola that the Coca-Cola fans go for. In fact, coke's identification with American culture has led to the pun "Coca-Colonization" (McKay in Whiteley, 2008).

Whilst it is true that studies point to Coca-Cola's negative impact on health due to its high calories if consumed too often, the drink is still a popular one, consumers are aware of the warning, and they can choose to drink it according to their volition. Observation tells me that the traditional beverage is Coca-Cola's niche that they should cling to and that, by cluttering it up with newer times that are foreign to them, they are not only diluting their image in consumers' minds but also confounding it with too many beverages that lie outside their brand. Consumers go for these beverages elsewhere. There are other companies that have established and entrenched their reputation for the healthy beverages. By attempting to compete with them, Coca-Cola will -- it seems to me -- be in danger of diluting its unique reputation. It is, therefore, best that it ignore environmental trends and stick to its particular niche and already established market expanding it where it can.


McKay, G. 'Consumption, Coca-colonization, cultural resistance -- and Santa Claus', in Sheila Whiteley, ed. (2008) Christmas, Ideology and Popular Culture. Edinburgh University Press, pp. 50 -- 70.

Strom, S. (May 14, 2012) Coca-Cola Tests Sweeteners in Battle of Lower Calories


Marketing week. Coca Cola

http://www.marketingweek.co.uk/brands/coca-cola/… [read more]

Healthcare Marketer Planner Term Paper

Term Paper  |  6 pages (1,922 words)
Bibliography Sources: 6


Health Care Marketing

Marketing Approach for Health Care Marketer

A health care marketer definitely has his or her work cut out for him. This individual needs to be able to market goods not just to consumer marketers, but eventually to consumer goods. Convincing consumers from a need-based and psychological standpoint that a given product or service is crucial to their… [read more]

Persuasion Theories in Advertisement Literature Review Chapter

Literature Review Chapter  |  3 pages (1,436 words)
Style: Harvard  |  Bibliography Sources: 15


Many people believe that they cannot be bought, but they can be persuaded. For this reason, many smart professionals use the art of persuasion to do what they want rather than using sales for marketing and its related dynamics (Kitchen, 2004, p 8). Persuasion involves using psychology techniques to make a message more believable and credible. The following principles should… [read more]

Advertising Is Riddled With Myths and Misunderstandings Term Paper

Term Paper  |  5 pages (1,502 words)
Bibliography Sources: 5


Advertising is riddled with myths and misunderstandings. It is simultaneously believed to be both immensely powerful and immensely wasteful, to increase economic prosperity and to be morally questionable" (Fletcher, 2010). While all these elements are completely true, in order to reach a more complete and more nuanced perspective of advertising, one needs to better understand the motivating factors that drive… [read more]

B2C and B2B Markets Essay

Essay  |  10 pages (3,447 words)
Style: APA  |  Bibliography Sources: 18


" (Hennessey, 2012) According to Hennessey it is important to learn "how to communicate with your B2B sales prospects in order to build initial rapport that will "set the stage for your ability to meet with your potential customers and solidify your relationship that will culminate in a sale and long-term client relationship." (2012) Sending a B2B marketing message that… [read more]

Represents Marketing Plan

Marketing Plan  |  4 pages (1,490 words)
Bibliography Sources: 4


High income Chinese males whom already own or ride motorcycles represent the most refined target market. Provided any geographical broadcasting or distribution restrictions, EagleRider will target urban areas: "per capita income in 2009 being RMB 17,175 (USD 2,500) in urban areas, against only RMB 5,153 (USD 755) in rural areas" (Liu, 2010). Trial Target

On a test basis to… [read more]

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