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Marketing Mix Integrated Marketing Communication Essay

… Other advantages include the international nature of direct marketing, by internet or telephone, helps to open new markets for the marketer, building loyalty of the product by the consumer is enhanced due to the personal interactions, and it is eventually cost effective. Other disadvantages associated with direct marketing are the issue of intrusion and privacy that might be interrupted by direct marketing. For instance, if a door-to-door salesman interrupts a relaxing moment after a busy day or a company doing sales promotion telephones when you are asleep. This may end up being a nuisance to the customer (Seng et al., 2002).

Sales promotion

Sales promotion is a technique used by marketers to directly change the behavior of buyers and consumers. Sales promotion focuses on decision-making,…. [read more]

Marketing Mix for Effective Essay

… The promotional message must be consistent with the overall marketing image, gain the attention of target audience, and draw response from customers whether its purchase of the product of formation of an opinion. The selection of an appropriate promotional channel may sometimes involve the use of several important marketing channels.

Since promotion deals with communication with customers, it will provide information that will in formulating customers' buying decisions. Promotional strategies sometime involve public relations, advertising, sales promotions, and personal selling. While public relations focus on developing a favorable corporate image, personal selling focuses on the role of a salesperson in an organization's communication plans.

In most cases, promotional or advertising costs usually account for a huge portion of the overall cost of manufacturing an item.…. [read more]

Marketing Plan the Potential Audiences Marketing Plan

… Marketing Plan

The potential audiences for the Firenze include all smartphone and tablet users in North America and Brazil, specifically those who need to have a tablet device capable of supporting content creation and consumption. Apple has found that the iPad is used over 60% of the time for content consumption, or reading, video viewing and photography (Apple Investor Relations, 2012). The Firenze is designed to appeal to this very large potential audience of customers through its build-to-order strategy (Franke, Schreier, 2010). Apple has not been able to attain this level of manufacturing agility even in their laptops and low-end systems (Garfinkel, 2009). Figure 1, Global Smartphone and Tablet PC Demographics shows the distribution of audience by demographic segment.

Figure 1: Global Smartphone and Tablet…. [read more]

Marketing Management Marketing Mix Product Marketing Plan

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

The rationale for using this brochure method in creating interest is that the brochure will be more interactive and explain the breakdown of the details of the several covers that are available for summer camps, they give the reader a better understanding as opposed to the general advertisements that are carried on the website and on the social media pages.


The goal of creating desire is to get the potential clients to make that first step…. [read more]

Marketing Defining Marketing Having Progressed Essay

… Importance Of Marketing To Organizational Success

Marketing is the foundation of any successful business in that it solidifies its vision, mission and values as being customer-driven first, not product, technology or worse, entirely internally driven. For meaning to permeate any business there must be a strong focus on those being served; the converse of this is when a business becomes myopic and inward-centered it fails to deliver value to anyone. Marketing galvanizes a company to deliver value by always striving to serve the customer more efficiently and at a level that will continually exceed their expectations as well. The world's most successful businesses are so customer-centric they will regularly completely re-align internal processes to make them more efficient from a customers' standpoint first.

Three Examples…. [read more]

Marketing Welcome Essay

… The customer already knows what an automated widget does -- that's why you're standing there. The customer wants to you convince him or her to buy it, so that's your job.

Slide Sixteen: So talk about the benefits: It saves them money, it increases productivity, it will allow them to reduce their payroll. Know their business beforehand so you can tell them something intelligent. Point out that £829 is not that much compared with what they will save every month.

Slide Seventeen: Then tell them how easy the purchase will be. Explain how the automated widget is easy to install. Tell them that we have financing available. Tell them that we'll send a member of our team to install it and train their staff how…. [read more]

Marketing Models Review Research Paper

… Product decisions that touch on branding and packaging are very important from the promotional perspective because the name of a brand and how it is packaged communicates a product's attributes. A brand name that communicates a product's attributes and meaning should be chosen to create and maintain brand equity (Handlin, 2014). A product with brand equity is considered to be having an added value. It also enjoys goodwill of the customers. Despite the fact that the role packaging has changed due to the springing up of self-service stores, packaging can still create new opportunities existing products. The pricing decisions must take into consideration factors like costs, demand, competition, and perceived value. Other issues that have to be thoughtfully evaluated are distribution channel decisions and development…. [read more]

Marketing to the Bottom Case Study

… There are various quality of life related issues that are communicated to the populations through television, mobile phone and other durable consumer electronics. The example of creating awareness through these technologically advanced products related to diseases, weather conditions, and other natural disasters are also carrying a positive social impact on the market.

Market Opportunity:

The opportunity provided to the under privileged whom cannot otherwise have access to such innovations is a positive side of the picture. The prime market lending institutions and governments does not help the individuals of BOP market segment. The requirements related to the documentation required to obtain such facilities cannot be fulfilled by the populations belonging to this market segment. The creation of a market opportunity for them to purchase these…. [read more]

Marketing Coined by Marketing Guru Term Paper

… With this type of marketing, a Web site owner registers with an affiliate program and agrees to post another company's promotional links and banners. If a consumer clicks through these links and banners and completes a purchase, the web site owner received a commission for generating the sale, typically ten to fifteen percent of the sale. Affiliated marketing allows retailers to expand their online presence, grow their Web business, and capture the attention of specific target demographics.

Affiliate marketing offers an advantage over viral marketing because companies can track the number of sales to determine buying preferences and online behavior.

But, like viral marketing, affiliate marketing experiences a viral distribution effect. On average, users tell twelve other people about their online shopping experience, so the…. [read more]

Holistic Relationship Marketing Essay

… In doing and creating all these systems to better support customer relations and external relationship marketing these same businesses began to notice a missing link in the process, which was that employees who were not happy and invested found it far more difficult than those who were to be positive in every customer relations encounter. From this recognition came a new urgency of customer relations quality development and also a new demand for relationship marketing that turned inward to build employee and even supplier relationships to greater levels, hence internal RM (Lee & Trim, 2007; Herington, Johnson & Scott, 2006, p. 364).

Relationship Marketing Internal

The natural outgrowth of this new recognition that relationships are important for external (customer) based RM and internal (employee/supplier) RM…. [read more]

Marketing Research Paper

… Marketing

Discuss the aspects of the elements of the communication mix include: advertising, direct marketing, sales promotion, publicity/public relations and personal selling.) Define each and discuss the pros and cons of the individual elements.

The creation of an effective integrated marketing communications strategy requires the coordination of advertising, direct marketing, sales promotion, publicity and public relations (PR) and personal selling all aimed at a common goal. The greater the level of synchronization across these elements the greater the potential of strategies being effective and goals being attained (Kitchen, Kim, Schultz, 2008). The role of social media has accelerated the need for synchronizing each of these specific components together into a concerted and focused effort (Mangold, Faulds, 2009). With the high need for coordination in mind…. [read more]

Marketing Report for Ms. Janet Essay

… The biggest impact of this new fast food restaurant chain will be taken by the society members. In contrast to the traditional fast food restaurants that offer spicy and high calorie fast foods, Ms. Janet Bradley's fast food restaurant chain will offer low calorie food for the health conscious people. She will also have to run awareness and promotional campaigns to make the society members realize the importance of low-calorie food for a healthy life style. The society (especially the initial target locations) will find an exact alternative to the high-spiced fast food products that are considered to be one of the biggest reasons for heart diseases and obesity at all age groups (Philipson, Dai, & Helmchen 2004; World Heart Federation 2007).


The micro-environment…. [read more]

Marketing - Nike: Company Analysis Research Paper

… " 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 industry that most customers pay more for brands that they see as superior in style, reliability and quality. A company, therefore, is able, through its efficient brand recognition program, to "expand market share, command higher prices and generate more revenue than its competitors."[footnoteRef:17] [17: "Nike's 'Just do it' Advertising Campaign." Centre for Applied Research., accessed July 2011. ]

With its "Just Do It" campaign,…. [read more]

Marketing Mix and Strategy Essay

… Marketing Strategies - breakfast cereal Australia

Marketing Mix And Strategy

Healthy Co. Pty Ltd. is a food processing organisation located in Queensland, Australia. 'Nutri Mix' breakfast cereal is the product developed by the company for this market and it's focused on nutrition and healthy life choices. The initial research was focused on six local macro-environment factors that could potentially impact the product. The factors in favour of marketing such a product on the Australian market reside in an aging population as proportion of total population, forcing the government to focus on nutrition as a means to slow down health care expenses (IGR, 2004); the local market being a stable and developed one; the country's technological development enabling advanced marketing and logistics techniques; and an increased…. [read more]

Marketing Nintendo Wii I Believe Essay

… Nintendo, as a niche player, took the entire share of its market without the intense competition that generally ensues.

Price- The pricing component is where the console shines. Relative to its peers the console, upon launch was selling at nearly half the price of its peers. In the midst of a global recession, this price difference was extremely profound. In fact, Nintendo priced its console below cost, meaning that every console sold actually lost money for the company. Where Nintendo made the difference up was in the software department. This was very intelligent as many of the games sold on the Wii are exclusive to that particular console. This meant that owners of PlayStations or Xbox consoles did not have the luxury of playing these…. [read more]

Marketing in Order to Incorporate Essay

… Both the internet and intranet at CyberHealth need to deliver a high volume of high-quality information to our company. This includes information that can help us to determine who is visiting the website, what other sites they might have visited, and how much of this traffic is converted into sales. This data will help developing marketing strategies, based on what has been the most resonant tactics as recorded in the data gathering process.

In addition, electronic data gathering should provide us with information about usage among existing customers. This data will help us to design better programs and coursework. Remember that one of the key components of the marketing mix is the product, and in that we can gather a lot of information from our…. [read more]

Marketing Makes the Cash Register Ring Essay

… Marketing Makes the Cash Register Ring

State and explain your interpretation of the meaning of marketing

Marketing is the lifeblood of any business. This is because marketing encompasses more than traditional advertising. Instead, it reaches out to possible customers through: the added value that is created, the filling of specific needs and having a positive image. Together, these different elements allow someone to have a favorable viewpoint that a particular business can help them be able to satisfy their needs. Once this occurs, consumers will automatically associate a particular business with this desire to feel the various needs that they have. At which point, the consumer will begin to utilize a particular business even more. This is the objective of marketing, where you will use…. [read more]

Marketing Organic Chocolate Bars the Selected New Thesis

… Marketing Organic Chocolate Bars

The selected new product for development is a line of organic chocolate candy bars which will be branded under the name Everyday. The organic chocolate market currently totals $70.8 million, just a small fraction of the overall chocolate market which is about $6 billion in the United States alone (Organic chocolate booming in U.S.). Given that sales of organic foods will increase by 71% from 2006 to 2011 (Knudson, 2007), the growth prospects for organic chocolate should be equally promising.

Rather than establishing a high-end brand like other organic candy companies such as Dagoba, Green & Black, Lake Champlain, Chocolove and Newman's Own, this organic chocolate product line will try to serve as a similar product to popular non-organic candy bars.…. [read more]

Marketing SLP Target Market Brand Case Study

… Strengths

Strong Brand


Heavily Capitalized

Customer Loyalty


Environmental Supply Chain Issues

Human Rights Issues in the Supply Chain

Internal Management Issues


Grow Market Share

Find New Product Niches

Continue to Diversify Current Product Mix


Competitive Industry Pressures

Negative Publicity


V. Competitor Analysis

Apple faces fierce competition in all of the various markets in which it operates. For example, in the PC market and accessories, many companies offer similar products. In this market Apple must compete with major market players such as IBM, Dell, HP and Toshiba. There is also a big opportunity in the online media market as a media provider, Apple's iTunes and iPod face pressure from Netflix and other streaming services that are now gaining in popularity. In…. [read more]

Marketing Research Ethics in the Tobacco Industry Term Paper

… Marketing Research Ethics in the Tobacco Industry


Marketing Research Ethics: the Tobacco Industry in America

Marketing Research

Market research differs from marketing research ((Marketing Teacher 2010). Market research only presents data about a specific market. Marketing research begins with market research data but goes on to other aspects, including research into new products and appropriate modes of distribution. It is much broader. It connects the consumer, customer, and the public to the marketer through information. The marketer also uses this information to discover marketing opportunities and issues; evolve and polish marketing actions; monitor marketing outcomes; and better understand the marketing process. Marketing research comes up with the precise information that addresses issues and problems, develops data collection methods, oversees this…. [read more]

Marketing Strategy Al and Desiree Wehner Term Paper

… Marketing Strategy

Al and Desiree Wehner, graduates in dairy science, had begun experimenting a new style of farming, experienced in New Zealand, called rotational grazing. The new methodology involved moving the animals and cattle from "pasture to pasture rather than shed to shed" (Walker) and improved the quality of food with grass grown in soil that has been given the best attention.

The cheese business began as a hobby when Desiree made cheese for the first time in an educational project with her son, Kyle. But the idea developed at a dairy conference in 1998, when Desiree tried fresh goat cheese. On her return from the meeting, she bought 13 goats and began experimenting cheese making in her own kitchen at home.

The step from…. [read more]

Marketing a Market Follower Is a Company Term Paper

… Marketing

A market follower is a company that is comfortable not taking the lead in a market share system, they are happy taking a part of the market share without incurring the costs of a market leader in the process. The company usually utilize four broad strategies to achieve their market goals, including utilizing the best practices of the market leader, offering a smaller more personal approach to meet market demands, reducing the need for expensive marketing by utilizing an existing market and strategy and utilizing existing market design and product. (Pan & Li, 2003, p. 22) company might employ a market follower strategy to avoid expensive research in development of both product and market strategy, in so doing they incur lower costs for most…. [read more]

Marketing Apple Market Segments White Paper

… 4.


The positioning of Apple products, across all of the ranges, as a premium product is very clear. This is visible from the high-quality packaging, display units which are provided as well as the design of the products themselves. The position is also supported with the stylish, but simple, Apple stores which are a main retail outlet for Apple products. The positioning is also strongly indicated by the price, with a premium price, often the product is the most expensive in its category range on a retail shelf (Dormeh, 2013).

Overall, it maybe argued that the positioning reflects the target market, being positioned as an upper end product that is more than simply a technological problem product. The positioning is that of a lifestyle…. [read more]

Marketing Pricing Strategies Essay

… In this way the media offering can ensure that they remain competitive and position itself in a way that would appeal to the consumers.


The pricing strategy for the media distribution company was assessment of a service which could be differentiated; aspirin is a very different product as it is a generic product that is offered by many different companies. However, this is not mean there is no differentiation, as it is possible that some companies may gain benefits in terms of their branding, but differentiation to the trust gained by that company. For example, one, such as Anadin, may sell simple aspirin, but still are able to demand a premium due to the brand perceptions (Kotler and Keller, 2011). As aspirin is a…. [read more]

Nike's Marketing Process Essay

… In addition, customers buying behavior is determined by whether the products are designed depending on their culture and appeal to their respective social classes. Therefore, the main impact of buying behavior on marketing is that marketing strategies and initiatives of the products are developed in consideration of these psychological forces, social groups, and situational factors.

Product Positioning:

Generally, Nike Inc. provides a wide range of product lines across footwear, apparel, and sports equipment products (Bhasin, 2010). However, the company's marketing decisions and initiatives are mainly influenced by its top-selling product lines or categories. One of the product categories whose positioning influences the firm's marketing mix factors is athletic shoes category, which is one of Nike's top-selling product categories. This product category influences Nike's marketing mix…. [read more]

International Marketing Research Paper

… 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…. [read more]

Orange Strategic Marketing Plan Essay

… 6% between 2007 and 2011. The German and UK markets grew at 4% and 1% respectively. As of the latest market sizing estimates as generated by Orange's strategic planning team and published in their annual report and investor relations data, the market is projected to have a .7% CAGR through 2015 as shown in Figure 3. What this flat rate of growth underscores is how competitive the EU market regions are specifically and the global market in general are for telecom services. Competing for new customers is more expensive than keeping existing ones. A point well-reflected in the churn rates of the industry customer base in general and Orange customers specifically (Orange Investor Relations, 2012). The following section evaluates the competitors in this market including…. [read more]

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

… Marketing and Sales Strategies for Event Planners

Recommended Marketing and Sales Strategies for Event Planners

Of the many marketing and sales strategies event planners rely on for reaching target markets and increasing attendance, three that show significant potential for generating results based on current research are discussed in this analysis. All three are reliant on communicating to potential event attendees using the channels of communication they most prefer, varying from social media (Bernoff, Li, 2008) to individualized communications via telephone or customized e-mails (Shukla, 2010). All marketing and sales strategies however need to set the expectations of the attendees accurately and deliver consistently above them for customer satisfaction to be created and sustained, and for the events' objectives to be accomplished (Wood, 2009).

Analysis of…. [read more]

Digital Marketing for Luxury Brands Thesis

… 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 by them to view particular content. Mostly, these information sources are present in the blogs, websites, video and audio sources etc. customers can also get directed to the company's website by some other website where they went in search of the required information.

* Push digital marketing - this is where information is provided to the customers as they receive or view the digital advertisements…. [read more]

Bt's Marketing Communications Bt Website Essay


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 United PLC) and ran its campaigns at a huge level. Similarly, to promote Kids entertainment channels, the company uses interactive and colorful graphics and visuals. In addition to this creative positioning strategy, the company claims to be the most innovative and competitive digital television service provider which is unmatchable in its technology, customer care, and global reach (Reynold 2013).

Although the positioning strategy used by…. [read more]

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