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Branding in Service Markets Dissertation

… Consequently, the message starts to stimulate customers starting to consider making a purchase.

The brand also serves as a substantial financial and political power in the macro-level focus of culture; particularly as it relates to issues and discussion regarding globalization concerns. As noted in the first chapter of the AMP, just as the growing impact of marketing touches most aspects of the consumer's lives, brands and branding have likewise become "an increasingly dominant market economic and commercial ideoscape" (Heding, Knudtzen, & Bjerre, 2009, p. 210).

With organizations like WTO implementing branding in its marketing and management practices, branding will likely remain central to structuring commercial and economic activities -- in large as well as in small countries globally.

Branding Evolution

The process of branding reportedly…. [read more]

Pacific Brands Is Famous Book Report

… Pacific Brands is famous for its iconic labels such as its Berlei, Bonds, Clarks, Dunlop, Everlast, Grosby, Hard Yakka, Holeproof, Hush Puppies, King Gee, Mossimo, Razzamatazz, Sheridan, Slazenger, Tontine, and Volley brand names (Our brands, 2013, Pacific Brands). Although Pacific Brands has been a generally successful company in the past, the linens and apparel industry has grown increasingly competitive. Because fashion offers so many substitute goods and is often strictly speaking not considered a 'necessity,' consumers can easily cut back on clothing purchases during times of economic uncertainty. Pacific Brands must convey the 'additional value' its products offer consumers in terms of its marketing approach. One way it can do so is with an emphasis on sustainability. For example, the company's "Dunlop Flooring has been…. [read more]

Market Capitalization of 23.011 Term Paper

… As is, the company has a favorable Price to Sales ratio of.47 compared to.79 for the industry,.96 for the sector, and 3.14 for the S&P. The company's price to book ratio is higher than that of the industry or sector, indicating wide-scale brand recognition. However, the S&P faired considerably better. The Price to cash flow analysis revealed that the industry was performing slightly better than Boeing. One method of comparing prices is to multiply Boeing's earnings by a competitor's P/E ratio. Unfortunately, this does not provide much insight as EADS, the company that owns 80% of Airbus, is reporting negative earnings. However, when compared to other Aerospace industry equities, Boeing is a good buy in light of its low beta.

All of these indicators reflect…. [read more]

Direct to Consumer Advertising History Term Paper


The National Institute for Health Care Management, a nonprofit watchdog agency, estimated that expenditures in pharmaceutical advertising in the U.S. grew from an estimated $55 million in 1991 to $2.5 billion in 2001. While the numbers seem exponential, the Institute points out that the ads represented merely 16% of the entire budget for drug promotions in 2001. A historic perception perpetuated by the drug industry is that costs are driven by expenditures in research and development. This has been considered a valid argument, as advances in drug research are indeed beneficial to humanity. However, recent examination of the industry's expenditures indicates that marketing (34.4%), not R&D (13.7%), comprise the lion's share of the industry's operating expenditures.

Families USA is a nonprofit…. [read more]

Costa Coffee Essay



Costa Coffee operates as part of the Whitebread Group as something of an anomaly. While the company as a whole operates such enterprises as 'budget' hotels, Costa Coffee is more of a premium-focused enterprise. "The coffee business, for the last six years run by John Derkach, operates as a very separate business unit and there has been speculation for some time that it would be spun off.[footnoteRef:21]" Laws that permit the coffee chain to do so might be beneficial, given that it operates on a much different business model than the rest of Whitebread. [21: Simon Bowers, "Whitebread shuffle brews talk of sale or float," The Guardian, April 3, 2011, accessed July 23, 2012 at]

Other legal aspects impacting Costa has been…. [read more]

Concepts of Social Business and Social Media Dissertation

… " This point is also made by McGriff (2012, p. 49) who writes, "The emergence of social media platforms has expanded the communications reach of consumers who have become increasingly vocal through boycotts about the misdeeds or malfeasance of companies that market products or retail brands." In the past, companies have enjoyed exclusivity over communications control to improve brand equity; the emergence of interactive two-way online communications such as social media sites have exploded in growth in recent years, and it remains unclear just how much more growth the medium will experience before saturation levels are reached (McGriff 2012). According to McGriff (2012, p. 50), "The growth of the social media platform poses immediate communications challenges in the management of brand image and reputation."

Furthermore,…. [read more]

Competition in Energy Drinks Sports Drinks and Vitamin Enhanced Beverages Case Study

… Beverage Company Analysis

What are the strategically relevant components of the global and U.S. beverage industry macro-environment? How do the economic characteristics of the alternative beverage segment of the industry differ from that of other beverage categories? Explain.

The most strategically relevant components of the global and U.S. industry microenvironment include the annual per capita drink consumption of consumers, the demand for food services at drinking and entertainment establishments, and the demand for beverages from grocery stores and other retail outlets. Additional relevant components include the price of each ingredient that goes into the beverage, with sugar being one of the most pervasive and dependent on outside markets. While the overall beverage industry continues to consolidate and shows signs of being in a rapidly declining…. [read more]

MP3 Players Industry Term Paper

… MP3 Players Industry

Brief history of the industry

MP3 stands for MPEG-1 Layer-III (or MPEG Audio Layer III) and is recognized as the audio sub-division of the MPEG business model created by ISO- the Industry Standards Organisation and came to be recognized as a valid model in 1992 as a branch of the MPEG-1 norm. Fraunhofer Gesellschaft - FhG is credited to be the company who did pioneering research in the development of MP3 and reserves the crucial patents in respect of the technology. MPEG-1 Layer-III is a compaction format of audio only and is a direct successor of MPEG-1 that is a low-bandwidth video compaction format, the kind that is in use in the Internet and MPEG-2 is a high-bandwidth audio and video compaction…. [read more]

Marketing Mean to You? Essay

… THREE: Explain a product or service that is IMPROVED by being offered over the Internet. Products sold in enormous numbers by online companies like Tiger Direct (and along with other Internet-based companies) are improved in their appeal because they cost less and the consumer doesn't have to drive a car and burn fossil fuel to make the purchase. For example, Tiger Direct has a Samsung 60" HDTV for $1,497.99 -- and the same exact television at Best Buy is $1,999.99. That's a $500 difference, and it is delivered.

FOUR: What aspect of life does marketing not apply? Is it always benign and are there "deleterious effects on people, communities, nations or society?" Marketing can be cold, cruel, full of lies, hateful and deleterious as…. [read more]

Digital Media Term Paper

… ¶ … Digital Media Budget

Expanded Digital Media Budget for Zap Cars

The second phase of the Zap Cars Digital Media (DM) Budget is to analyze in depth three of the most promising strategies proposed. These include the development of the Zapped! Website and free music downloads on the ZapMe! Label, budgeted at $1.5M; the development of pre-emptive Web Marketing campaigns which include a heavy reliance on analytics for $750K; and the launch of a globally-based rich media advertising campaign on Google, MSN and Yahoo, budgeted to cost $750K. Taken together these three initiatives define 60% of the total $5M budget, or $3M. A key consideration in going forward with each of these specific strategies is the potential each has to quantify their relative contributions…. [read more]

Stanley Black and Decker Marketing Practices Marketing Plan

… Stanley Black & Decker: Marketing profile

Background of Stanley Black & Decker

Company history

Stanley Black & Decker is an iconic American firm. The words 'Black & Decker' immediately alert a consumer that the product he or she is purchasing is likely to be a power tool of some kind. 'Black & Decker' is a brand name with name recognition along the lines of Coca-Cola and Xerox. Both firms that make up the merged entity 'Stanley Black & Decker' are extremely old firms. Stanley was begun in 1843 when Frederick Stanley started a small shop in New Britain, Connecticut, "to manufacture bolts, hinges, and other hardware from wrought iron" and Black & Decker was begun when "in 1910, S. Duncan Black and Alonzo G. Decker…. [read more]

Cuphon Social Media Plan Essay

… "A bookmarking site is a website where a user can submit a blog post or article. The purpose of submitting a post is to get people to see the link and click back to your site to read the full article. So, bookmarking sites send you traffic" (Campbell 2011). If the blog is engagingly written, users will 'like it,' bump it upon the lists of most-read posts, and readership will grow, along with interest in the company. Cuphon should target specific networking sites for blog posts designed for small businesses and geared towards a young audience.

Search engine optimization is essential when writing blog posts -- titles of blog posts should be catchy, but should also contain basic vocabulary, to draw the attention of search…. [read more]

Verizon Wireless Term Paper

… Verizon Wireless

The following pages focus on analyzing the situation of Verizon Wireless. Verizon is currently the leader on the wireless service providers market. The introductory section will provide a series of information regarding the company's history, activity, and current situation. Also, the company's outstanding financial performance will be presented in this section in order to provide a better and clearer image on the company's current situation.

This section is followed by an external analysis on the wireless industry. This section will provide information on the wireless market's evolution, current situation, and market trends. Also, Verizon's general position on this market will be mentioned.

The following section refers to Verizon's internal analysis. This section will provide a more detailed view on the company's activity and…. [read more]

Personal Computers: iMac, Inspiron (Dell) Essay

… The iMac screen is 21.5 inches with 4GB of memory standard in the processor and 500 GB in the hard drive (far more than Samsung). Built-in stereo speakers, a graphics processor with 512 MB of memory puts the Samsung to shame and the iMac is expected to get 7 hours on its battery.

Meantime the DELL Inspiron 15R is on sale at the time of this writing at $549 and it is a very competent computer -- albeit not as packed with creative and design tools like the iMac -- running on a Windows 7 Home Premium 64-bit operating system (which means it is susceptible to virus invasion). It has a 15.6" screen, 18GB of shared memory, 4 USB portals, an i3 Intel core (with…. [read more]

Cell Phone Research Proposal

… Cell Phone Operating Systems

Background mobile phone, also known as a cellular or cell phone, is an electronic telecommunications piece of equipment with the same fundamental capability as a conventional fixed-line telephone, but which is totally convenient and does not have a need of a wire connection to a network. Most mobile phones hook up to a network using a wireless radio wave transmission technology rather than a wired system. The mobile phone communicates by the use of a cellular network of base stations, also known as cell sites, which are in turn linked to the conventional telephone network. In addition to the customary voice function of a telephone, a mobile phone can maintain many additional services such as SMS for text messaging, packet switching…. [read more]

GEICO Insurance Company - German Entry Plan Proposal

… Therefore, the bargaining power of buyers is high.

Threat of Substitutes

Several of the insurance cover product offerings from Geico have substitutes that are readily available to insurance in the market from rival companies. Numerous of the other products, for instance, automobile cover, have alternatives in the sense that they have different clauses, different premiums, and various assurances. Furthermore, on several occasions, there have been allegations placed against the company for selling insurance products and failing to pay out insurance claims, and this has resulted in the increase in the creation and retailing of substitutes. Therefore, the threat is high.

Rivalry among Existing Firms

Geico conducts its business operations within the insurance industry, where there is an intense level of competition amongst firms. The key…. [read more]

Wireless Communication Tower Construction Research Paper

… ” American Tower, 2014. Accessed 15 Sept 2017.]

2.24 Tower Company Financial Feasibility

The chart below provides an illustrative example of the financial feasibility of the project, where RoI is calculated as Gross Margin divided by Construction/Upgrade Costs.

A concrete example of how this model might operate in a Municipality such as JHB:

  1. Municipality Signs Development Lease with mast developer/investor for 15 years WHEREAFTER Municipality owns all infrastructure, mast, takes over tenants lease on mast and earns all revenue etc. going forward at no additional cost;

  2. Municipality to earn either fixed (current market rentals for a ‘site / land’ on which a mast is erected is say R10 000 per site per month OR revenue share income based on say…. [read more]

Wireless Broadband Technology Term Paper

… All the communication is done using a series of radio signals or radio specifications, the frequency of the signals being that of a low 2.4 GHz and the data speeds are up to a range of 721 Kbps. There is no one direction in which this technology can be used; it is omni directional. The distance that it can cover ranges from 10 cm to 100 m; the greater the transmitting power, the greater the distance covered. The output power can be less than 10 mill watts. Basically, the Bluetooth technology functions like this: it can be embedded in an electronic device or be used as an adaptor. (How Bluetooth Technology

Any electronic device that is popularly used today can make use of these…. [read more]

Social Media Marketing Research Paper

… The point is that companies like gun makers and energy drink others, among many others, need to make sure that they stay within the law at all times and sometimes ethics alone is a reason not to do something even if it is not technically illegal (Streitfeld, 2014).

There are some other general tactics and facts that advertisers should latch onto. As touched upon before, getting too pushy can turn off some customers but subtlety can be an art form. Just a mere "presence" in the social media sphere can yield very strong results. Getting too aggressive with some customers is not normally necessary as customers will gravitate online to what they are interested in…they just have to see it (Naylor, Lamberton & West, 2012).…. [read more]

Rap Music - A Soundtrack Essay

… As a result, rap has been like a cultural virus, spreading its sounds, attitude, and images throughout all cultures (social and political bodies).

DJ Kool paved a leeway for hip hop culture across the entire world, for the new rap artists such as "Grandmaster Flash." DJ Grandmaster Flash together with his group of the "Furious Five" were great innovators of hip hop, surpassing the rap genres of the party music origins in order to explore a wide scope of rap lyrics and sonic horizons. DJ Grandmaster Flash began to spinning musical records in his youth age in a team within the Bronx. While attending his technical school courses in electronics, Grandmaster was a deejay within some local disco trails

. With time, he developed a…. [read more]

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