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Social Marketing - ... It is emphatic that marketing have to be responsible for the whole society and make a suggestion for a company to only focus on the exchange relationship with customers might not be suitable in order to sustain long term success. However, it should deliver a way to maintain value to customers by marketing strategy and improve the well-being of the wider society in which the firm operations. In other words, the organisation takes on responsibility to balance consumer satisfaction, company profits and long-term welfare of society....   [tags: Marketing ]
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1843 words
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Marketing Research - ... There are three functioning roles that marketing research has: descriptive, diagnostic, and predictive (McDaniel & Gates, p. 7, 2006). The descriptive function revolves around gathering and presenting facts about customer attitude, products, and sales trends. After the information is gathered, then the diagnostic function can take place by explaining what the data or actions mean. The last role of marketing research is the predictive function. During this function, companies try to foreshadow the best opportunities as the market changes (McDaniel & Gates, p....   [tags: Marketing]
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926 words
(2.6 pages)
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Marketing - The importance of marketing: The increase in appointing a Chief Marketing Officer (CMO) shows the importance of marketing for many companies. They are on the same management level as Executive Officers and Chief Financial Officers. Jack Welch, General Electrics former CEO, stated ‘Change or die’ when it comes to surviving in business. What is Marketing. This chapter will take a look back on the fundamental elements of marketing and also what is happening in the 21st century. Definition: ‘marketing is an organisational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organisation and its stakeholders.’ Peter Drucker states the aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself....   [tags: Business Marketing] 1613 words
(4.6 pages)
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The Marketing Mix - ... For example, will the firm follow a path of exclusive limited channels to sell their product in an effort to distribute at lesser costs and try to give the impression of a superlative product or service. Conversely, will the company do better if they distribute the product in a broad manner so consumers may have an easier time acquiring the product in which it seems plausible that the potential to generate higher revenues would exist. This is why it is very important to strike a balance within the marketing mix....   [tags: Marketing ]
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1459 words
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Online Marketing - 1- Paper Free Marketing A very effective form of direct marketing is email marketing which uses electronic mail to send a sales pitch to potential customers. Hundreds of millions of dollars are spent on electronic mail marketing each year in the United States alone. Marketers work diligently to develop a mailing list of customers they can send mail to repeatedly without incurring the cost of printed newsletters or traditional direct mail. The delivery time is often just a few seconds or minutes compared with the days it takes the post office to deliver a piece of mail....   [tags: Marketing] 572 words
(1.6 pages)
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Marketing Research - ... The American Marketing Association uses different language but has a similar definition. Their definition states it is a systematic data collection process referring, “to a specific customer group in a specific geographic area.” (2006). The research process helps managers influence the direction of the marketing mix; promotion, placement, price, and product. Company Summary Hair We Are is a new salon in the city of Boston. Its business model is to have as many chairs and operators as the building could hold....   [tags: Marketing ]
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839 words
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Green Marketing - 3.5.2 Green Marketing Peattie, (1992) defined Green Marketing as: ‘The management process responsible for identifying, anticipating and satisfying the requirements of customers and society in a profitable and sustainable way.’ Even though this definition goes almost two decades back, the meaning of this discipline remains faithful to the previous idea, what has changed throughout these years is the fact that the environmental conditions have worsened and deepened, creating a stronger necessity for green marketing and related areas to step up....   [tags: Marketing ] 1096 words
(3.1 pages)
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Marketing Strategies - Marketing Strategies Marketing strategy is the plan of an organization to market its product. A good marketing strategy enables the organization to get the best marketing results and help it sustain its marketing advantage by using limited amount of resource. This report is the comparison of marketing strategies of three different companies. Lansing Aviation Lansing Aviation is a private company which provides aircrafts on rental to individuals and to flight training. It provides aviation consultancy at corporate and individual levels as well as offer primary and advance aviation training (Aircraft Rental Instruction Business Plan)....   [tags: Marketing] 882 words
(2.5 pages)
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Marketing Success - ... Core product is the actual use of a product, the actual product is the product itself and the augmented product is something extra that comes with the actual product (Surridge and Gillespie pg.195). The factors that differentiate products are their various designs, its quality, its reliability its features and its function (Surridge and Gillespie pg.196). There are arguments that the product is the most important element in the marketing mix because without the product, no other element of the marketing mix will matter....   [tags: Marketing ]
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1800 words
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Marketing Analysis - The four P’s, product, price, place, and promotion, are important to the success of any organization because they are the variables that marketing representatives of the organization can control in order to best satisfy customers in the target market. The goal is to make decisions that center the four P’s on the customers in the target market in order to create perceived value and generate a positive response. The Product is the physical product or service offered to the consumer. Products and services vary greatly in the hospital environment....   [tags: Marketing] 1253 words
(3.6 pages)
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Marketing Research - ... This type of discovery can be exciting and create an advantage to the researcher because it has yet to be disclosed. Further, primary research allows the researcher to have a greater degree of control over the research process while looking for answers to specific research questions. However, primary research is time consuming because the process can be lengthy and involved. Developing the rapport that is required to conduct many of the studies that are involved in primary research takes time and effort....   [tags: Marketing ]
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1038 words
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International Marketing - Introduction Marketing across cultures around the world is increasingly becoming a thriving business with the fast-speed globalisation nowadays. The Four ‘Ps’ of marketing, namely product, price, place and promotion, include most of the elements of marketing decision-making. However, socio-cultural factors, in considering the combination of marketing strategies, will always run through them. Socio-cultural factors have a huge influence in people's concept of product and buying behavior. Lack of cultural awareness not only can lead to a decrease of product sales, but can even collapse the company’s whole international image....   [tags: Marketing]
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2141 words
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Marketing Research - Businesses want information to make decision about their management as well as specify their strategy to survive in market. Managers need to access, develop, analyse and distribute information to help them making decision. Marketing research is the way to gather information in area that link to consumer to figure out what they want to contribute company opportunity in market as well as organization developing because of uncertainly market need. There is several method of marketing research that company can use for improve their products or services....   [tags: Marketing] 801 words
(2.3 pages)
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Online Marketing - These days, businesses are going for different ways to promote their products. Before the inception of the Internet, businesses were trying to promote their products through conventional marketing strategies. But now the whole scenario has been changed dramatically. Whether it’s a small business or a corporate sector, every one out there is trying to promote their business through the Internet. The Internet has proven to be one of the most cost effective ways for promoting product or service. There is hardly any platform like the Internet that can bring you such a good way to exhibit your product or service on the global screen....   [tags: Marketing ] 1085 words
(3.1 pages)
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Ambush Marketing - ... • The goal of this promotion is to help keep fans connected to their passions 2. March Madness Fanzone Application • Official NCAA application for March Madness 3. Naismith Trophy Presentations and Voting • Have developed the official text based voting that determines 25% percent of the overall vote to determine the trophy winner • Official presenter of the trophy Verizon Seeks to Ambush AT&T at the NCAA Final Four AT&T has developed a particularly lucrative partnership with the NCAA. They are the exclusive wireless provider of the NCAA....   [tags: Marketing ]
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1173 words
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International Marketing - ... Foreign market penetration is a tricky undertaking for most companies specifically due to the values, attitudes, beliefs and interests which the locals may associate with certain products. Culture has been known to affect the product design, style, brand name, services and the willingness of the consumers to pay for a particular product (Slide 28, of Chapter 04 - Social Cultural). Culture is also known to influence the communication strategies in advertising, and promotional messages and symbols for different products (Slide 31, of Chapter 04 - Social Cultural)....   [tags: Marketing ]
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1807 words
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Online Marketing - ... In order to optimize search engine, they must start putting up basic information of products on Wikipedia. Secondly, in order to engage customers you need to make your website. Now days, people do search website of the products to know the company. Also, website does build trust in consumer’s mind. It is a promise that even we are not reachable but we are still available for you. Once again, Search Engine Optimization will play its role again. "Website traffic" is also a key aspect to bring customers to your place virtually....   [tags: Marketing]
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982 words
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Social Marketing - Henderson (2001) also adds that: ‘Embracing CSR would inevitably have consequences that would raise the cost of doing business, could well reduce revenues, and might also cause companies to sponsor low yielding investment which they would otherwise have turned down.’ In addition, organizations really motivated to apply and absorb CSR as a core value in its activities, would have to undergo a deep and internal change in its business operations and culture (employees, suppliers, offices) which represents a costly task and a time consuming mission....   [tags: Marketing ] 1393 words
(4 pages)
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Marketing - Extended QFD: Multi-Channel Service Concept Design LUUK SIMONS & HARRY BOUWMAN Delft University of Technology, The Netherlands ABSTRACT The objective is to develop and test a multi-channel e-services design supportmethod that meets relevant design criteria. On basis of the evaluation of existing service concept design methods, we extracted relevant design criteria, such as customer orientation, channel coherence, channel synergy, competitive positioning, speed, focus and communication, and developed an alternative service concept design method, i.e....   [tags: Business Marketing] 1785 words
(5.1 pages)
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Marketing Strategies - Price, product, place and promotion, the four Ps of marketing, are fundamental for successful marketing communication. One of its goals is building and reinforcing relationships with clientele, retailers and other people who the company markets their products to. But the main objective is to reach \a target market and affect their behavior through informing, convincing and reminding. They must reach out to new consumers and persuade then them to purchase their product, while at the same time they must preserve their current customers....   [tags: Marketing] 1520 words
(4.3 pages)
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Marketing Strategy - When it comes to the advertising strategy and alignment with the marketing goals of a halfway house the strategy will be a bit different in its approach. Some of the similar tips that are used in advertising strategy for a business with customers can also be applied in effective advertising in attracting clients and the community to a halfway house. The goal of advertising is an effective way to reach a large audience and attract customers, or in this case attracting clients (Kotler,1984). If done properly advertising can enhance the success of the business, some helpful tips that may be beneficial in an advertising strategy include, going after the target audience....   [tags: Marketing ] 580 words
(1.7 pages)
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Marketing Plan - AN IDEA FOR AN ADVERTISING CAMPAIGN AND THEIR EXPLANATION In today's very competitive marketplace a strategy that insures a consistent approach to offering a product or service in a way that will outsell the competition is critical. However, in concert with defining the marketing strategy it must also has a well defined methodology for the day to day process of implementing it. It is of little value to have a strategy if you lack either the resources or the expertise to implement it. In the process of creating a marketing strategy it must consider many factors....   [tags: Marketing]
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Marketing Proposal - The senior management needs to involve all level of staff in decision-making processes. Importantly, they should be informed and assured of the strategies that the management is going to introduce and initiate on behalf of the organization. The equal opportunity of involvement and participation certainly develops the feeling of ownership. Armstrong (2006) points out that an ethical approach is based on high- commitment and high-involvement policies. As a result, the staffs suppose the effective implementation of the strategies framed out with their suggestions and consents as their responsibility and accountability, which in turn help the management concretize its targets....   [tags: Marketing] 2273 words
(6.5 pages)
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Sports Marketing - ... External Factors The external factors are those which are beyond the control of the seller. The mechanism of price is based upon the principle of demand and supply. The greater the demand of a product, the greater the associated value, and hence greater will be price. Price is also dependent upon the supply of a product, the lower the supply, the higher the price. The price of a product is also dependent upon the state of the overall economic conditions. At the time of the recent recession, the ticket prices of matches and merchandise were set at a comparatively lower level than at the time of a boom....   [tags: Marketing]
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Principles of Marketing - ... That relationship may have been established over time through quality service or you have visited this dentist as a kid. How does this apply to someone who visits this dentist for the first time. A bond of trustworthiness must be initially established by a first time customer to complete the dyad. When dealing in a human to human interaction, and especially with a medical procedure being accomplished, relationships are essential. Both parties in this dyad are essentially providing a service to each other which clearly establishes a formed relationship with this service or individual brand....   [tags: Marketing ]
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Marketing Communication - ... Another role comes where sales are increased during major events, vacations and important events. Sales promotion also encourages selling of services usually done by travel intermediaries. Sales promotion also helps an enterprise to be able to compete with a manufacturer of a similar product (ePromos Promotional Products, 2011) Biobank needs to convince people about their products and services. Biobank needs to educate people so that they can be fully informed of its undertakings. The clients need to trust Biobank for them to respect the company and accept their services....   [tags: Marketing ]
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Service Marketing - ... The other method is to manage the level of demand by using several marketing strategies, like pricing and off-peak strategies (Lovelock & Wirtz, 2011, p.252). Yet strategies may not be efficient all the time. Self-service checkouts machines, for instance, are intended to cut supermarket queues, but research argues that queues for traditional staffed tills at some stores have lengthened since the technology was introduced. Figures compiled by the Grocer magazine show that, the average waits for staffed tills at Tesco and Sainsbury’s, the retailers with the most self-service checkouts, were lengthened by 27 seconds and 5 seconds respectively from 2008 to 2010....   [tags: Marketing ]
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Marketing - Marketing According to the American Heritage Dictionary, marketing is defined is the act or process of buying and selling in a market, but what are some of the strategies that successful corporations use to gain an advantage over their competition. Successful companies invest up front to develop an advertising and promotions plan, which clearly outlines the goals and strategies of the organization. Once the plan is in place and ready to implement, identification of target markets must be determined....   [tags: GCSE Business Marketing BTEC Coursework] 495 words
(1.4 pages)
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Is e-marketing an integral component of strategic marketing? - E-marketing is virtually conducting marketing activities through interactive computer-aided systems. Indeed unheard about two decades ago, this sufficiently new field has interested lots of organizations around the world. Enormous multinational corporations, government agencies and other different enterprises have come to position e-marketing as an essential strategic tool. Nowadays many well-built huge companies such as IKEA link their Internet approaches to their more traditional marketing efforts, whereas some relatively new launched businesses as Amazon and Egg have selected for e-marketing approaches more or less exclusively, using all new tech tools as for instance ATMs, retail kiosks, e-mail and iTV, countless organizations and institutions are turning to e-marketing strategies throughout the globe....   [tags: Marketing]
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2007 words
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Foundations of Marketing Theory - ... In an effort to attract the individual consumer behavior, the marketing schools took ideas from different branches like psychology. The final era was the adaptive or the strategic marketing school which also runs from1980 to date. The schools focus more on economics whose growth was influenced by the advancement in the game theory (Kotler and Armstrong). The history of business orientations is made up of four elements which are the key dominants in the marketplace. These are: production, product, selling, and marketing....   [tags: Marketing]
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1956 words
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Strategic Marketing Process - Strategic Marketing Process The purpose of this paper is to briefly explore the strategic marketing process, specifically the key phases of planning, implementation, and control. In addition, the application of mixed marketing to create a market segments as well as customer loyalty is equally explored. Several relevant scholarly sources were identified to provide research and information about the strategic marketing process and its evolutionary development from the industrial to the information technological age....   [tags: Marketing]
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Branding Strategy: Webstat Marketing - Running head: Branding Strategy ¬¬ Branding Strategy: Webstat Marketing Full Sail University Introduction This Brand Strategy will discuss Webstat Marketing’s current situation and considerations. There will be many topics discussed, such as: the name, brand identity, design, business cards, tag line, archetype, brand story, promotion plan, target market, product description, competitive differentiators, and SWOT analysis. Product Description Webstat Marketing is a company that provides marketing services to small and medium size businesses....   [tags: Marketing]
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Marketing – A Critical Introduction - ... Ratifying these philosophies puts marketers in a position of communicating their brand messages and attains their goals in spite of the many existing setbacks. Critical-Mass Marketing requires a comprehensive, coordinated and continuous information flow. With regards to that, the answer to Critical-Mass Marketing is the capacity of determining performance of the market across every media channel in real time. The Principles Combine micro-media to customize delivery of the core message To create Critical-Mass Marketing marketers are required to put together various pieces of the puzzle pertaining to Changing habits of consumption and media fragmentation....   [tags: Marketing ]
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The Strategic Planning Marketing Process - The Strategic Planning Marketing Process An organization must use a strategic marketing process to distribute its marketing mix resources to reach its target markets. The elements of a proper marketing mix are price, product, place, and promotion. They are the four P’s of the marketing process (Goi, 2009) Good understanding of the marketing mix is important for an organization. When a company is developing a marketing plan, it must consider each element. Just as important is an understanding how to use the element in the marketing process....   [tags: Marketing]
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The Evolution of Modern Marketing - ... This attitude came about because of the Industrial Revolution facilitating manufacturers to mass-produce goods at an equivalent or inferior quality to escalate the amount of supply of a particular product for the populace without necessarily converging on what the customer wants, but ascertaining a price for the product that the customer cannot refuse. The faults from this approach fundamentally are that the manufacturer’s credibility rely a great deal on the quality of their products, however with emphasis on a sales philosophy product quality is pushed aside for a shoddier manufacturing process with more of the companies funds devoted to their sales staff....   [tags: Marketing ]
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Successful Marketing Strategies - ... An example of each 4P’s are: which products are well received, what prices consumers are willing to pay, what TV programs, newspapers and advertising consumers read and view and which restaurants and businesses are visited(EStartup business blog, 2010). The marketing mix will help win customer loyalty and increase sales (EStartup business blog, 2010). As the economy and social attitudes change, so do buying patterns (EStartup business blog, 2010). Businesses need to identify whether the number of target customers is growing or shrinking and whether their buying habits will change in the future (EStartup business blog, 2010)....   [tags: Marketing ]
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1006 words
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Four Elements of the Marketing Mix - ... The product should include tangible attributes. There are many product decisions to make such as, appearance, quality, and functionality. The function of a product must address the needs of the consumers. For example, high-tech devices such as an Apple iPod or a Microsoft Zune digital mp3 player have the tendency to attract tech savvy users. The target market suitable for this particular electronic product would be individuals in their 20s and 30s—Generation Y population. Hence, the mp3 product must have the right features....   [tags: Marketing ]
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Marketing and Sales Ownership - Chart: Marketing and Sales Ownership In the chart above, you will see on the y axis that the marketing team has primary responsibility and ownership of the first two buyer steps located on the x axis. But you will also notice the word scale in the chart on the left. Marketing can cast a wider net than sales, albeit, it’s not as precisely relevant as it is on the right. The messages are more generalized because the provider is helping the buyer do their research and knows little about the specific needs of the buyer....   [tags: Marketing ] 873 words
(2.5 pages)
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CUSTOMER RELATIONSHIP IN INTERNET MARKETING - ABSTRACT This dissertation discusses the significance of customer relationship management (CRM) in Internet marketing by providing in-depth analysis on the literature on CRM, the marketing theory behind it, the role of marketing function on Internet and the impact of the Internet on the customer relationship, the benefits and trends of the Electronic customer relationship and it’s misconceptions. The whole dissertation is structured into appropriate sections to provide a complete insight on the topic....   [tags: MARKETING]
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675 words
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Marketing Research Tools - ... 202). The answers are not predetermined as they are in quantitative research and can be quantifiable after a researcher has interpreted the data. Research Tools Focus groups are used to examine specific questions that an organization wants answered in a non-formulaic manner. Researchers use groups of six to twelve people to get a spontaneous reactions to specific problems. The researchers are gauging the respondents thoughts and feelings through their discussions in the focus group. Because there is not a predetermined answer the focus group is a qualitative method of research....   [tags: Marketing]
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The Marketing Environment and Consumer Choice - ... The process and the provision of customer services may not weigh much on the marketing mix of ZEVs because it has been the tradition of almost all the automobile companies under the public sector to establish professional processes of handling customers. The variables, which influence consumer choice in this area The current marketing trend of ZEVs is such an interesting segment in the brands. As noticed, it is evident that variables, which influence the consumer choice in these products; are the fuel consumption and the effect of the environment, which are both summed up in the brands’ overall cradle to grave assessment (Lund & Kempton 2008)....   [tags: Marketing ]
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Netflix"s Approach to Marketing - ... Netflix is offering unlimited movies and TV shows steamed instantly through your computer or other devise, and the customer is offering a monthly subscription to Netflix, both of equal value to each party. Communication and delivery take place when the customer, who has the freedom to accept or reject, decides to try Netflix for one month free. The final condition for exchange is the “Each party believes it is appropriate or desirable to deal with the other party,” (Lamb, 2009, p.5) and as the customer chose to go to Netflix website and became enticed with what Netflix had to offer, it is clear that each party is ready and willing to deal with each other, hence completing all the conditions of the exchange process....   [tags: Marketing ]
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Marketing Research Tools - ... Casual observation methods observe such variables as competitor’s pricing, length of lines for sale items, or advertising activity (Aaker, Kumar & Day, 2007). Systematic observation is often used to supplement other methods and may include noting the “type, condition, and size of the residence, the respondent’s race, and the type of neighborhood” (Aaker, Kumar & Day, 2007). Examples of observational research may be “in-store traffic patterns or traffic passing a certain point on a highway system” (Aaker, Kumar & Day, 2007)....   [tags: Marketing]
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Etihad Airlines Marketing Strategy - ... Apart from recommending an implementation process for the marketing strategy, this paper is going to propose an evaluation method to be used after the marketing strategy has been put in order to see whether the strategy resulted in the desired and expected results of the organization or not. Airline travel is all about making a customer loyal towards a brand because usually, as Hanlon (2006) notes, a customer of an airline who has had a good experience with an airlines would not experiment with another airlines unless there a some serious issue....   [tags: Marketing ]
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Marketing Research Tools - ... Secondary research is and effective low-cost way to research information via data reports, competitors information, and websites (such as government, industry, and news reports). Secondary research is also subjective to events that occurred previously and not on current consumer behavior and attitude. Secondary data may be taken internally or externally. Internal data is records or information collected directly from with the business conducting the research. Secondary research is often completed first and primary research is completed as a follow- up to the initial findings....   [tags: Marketing]
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Marketing Principle: Branding - ... Product licensing is to an extent limited to the financial strength of the licensing company due to the loyalty payment thus protecting it from being overdone by the licensing individual companies (Business Insider, 2011). From the association between the Disney Company and the AmeriKids there seem to be a potential up-side than a down-side. This is evident from the fact that the association gave Disney more products in the grocery and convenience channel which for a long time they had just commanded a three percent of the foodstuff and beverage market....   [tags: Marketing ]
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Marketing Research Tools - ... Primary Research Although secondary data can provide substantial insight into the research objective, it is ideal to follow secondary research with primary research to test the hypothesis. Observation research is a common form of primary research and is used to observe occurrences or behaviors without having to communicate with those involved (McDaniels & Gates, 2007). This eliminates any personal biases with communication because an observer can watch instead of ask. Furthermore, observing consumer purchasing behavior with the help of video cameras, machines, or scanners is more a more efficient way to observe customers....   [tags: Marketing]
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Avon Marketing Analysis - ... Emerging markets helps to expand customer base which impact Avon’s way to the market. Avon has also recognized that their beauty products are not just for the older women, it is now being promoted to women from ages 16-24 through Avon’s line called Mark. (Siantran, Dody. (2010, November 10). Marketing: avon's makeover.) Time, (), They have also produced a new line for babies called Avon Baby, which include moisturizing lotions, shampoo, and soothing oil. Avon has stated that their products are placed in bottles that are easy to hold to allow moms to easy manipulate the product and the baby....   [tags: Marketing ]
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Marketing Implementation Plan - ... The first consideration is providing an online customer service questionnaire that will focus on the satisfaction of the organizations overall performance and service, leaving them with a positive impression. This will help to identify the products and service their customer’s value most and if they will continue to shop at Kudler Fine Foods. Through the secondary market research that Kudler is conducting, they have realized that their customer satisfaction can be affected by the employee attitudes and in turn, may affect the overall stores performance....   [tags: Marketing ]
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Marketing Research Tools - ... With the advance search technique fewer numbers of results will be found, however, the found results will be the most pertinent. When using the Internet the research team will continually need to use critical thinking skills to discern bias information. Only information found with credible references should be used, or information found that seems credible should be researched by the team before it's placed into workable data. Often cross-referencing information is be an easy way to verify its legitimacy....   [tags: Marketing]
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Marketing Research Tools - ... This type of data is collected to analyze and interpret the thoughts, beliefs, behaviors and ideas that cannot be measured or observed as quantitative data can. Quantitative data is observed and measured by scientific scrutiny. McDaniel & Gates (2007) differentiate between the two as “qualitative research findings not being subject to quantification or quantitative analysis while quantitative research findings using mathematical analysis” (p. 108). Research Tool: Interviews Interviews are a form of primary data gathered for a specific and focused purpose....   [tags: Marketing]
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Kraft Foods "Marketing On The Go" - Kraft Foods is the largest confectionery, food, and beverage corporation headquartered in the United States and the second largest in the world, marketing a vast number of brands in over 155 countries (NYSE, 2010). A big reason Kraft Foods has been so successful over the years is that they are always trying to remain current and creative when they market their products, and really have developed a firm grasp on their target markets. In 2008 Kraft changed the way companies will market their products, when they introduced their new Brand of instant coffee, and created a platform to connect themselves with their consumer at the point of purchase, all the while showing the world the future of marketing by taking both promotional ideas mobile (Wirelessfederation, 2010)....   [tags: Marketing ]
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The Role of Research in Marketing - INTRODUCTION This research aims at finding out basic research methods, principles and techniques in order to present them in a seminar entitled “The Role of Research in Marketing” that is going to be organized on 20 August 2010. For this reason, this study will collect data and information regarding research methods, principles and techniques from various sources, especially secondary sources. In this regard, this study taken into account various postulations made so far by the researchers, theorists and scholars....   [tags: Marketing] 2101 words
(6 pages)
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Coca Cola Marketing Report - ... The expression deliberately translated readily into every major language, turning it into one of the first successful international advertising campaigns. Coca Cola has a history of using their marketing power to send messages about real world issues, which fully embraces their mission statement. In the mid-1970s, the United States was in a state of political uncertainty due to the Watergate scandal and the resignation of President Richard Nixon. They took this as a challenge to remind Americans of their country's positive values....   [tags: Marketing ]
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Burger King Marketing Analysis - ... Burger Kings preference for using primarily franchising to enter new international markets is very advantageous for both the company and the individual franchisee. By using the established brand equity, marketing and business model local franchisees have a distinct advantage over local restaurants in mass markets (Chakravarty, 2007). Some of the disadvantages could be the potential lack of produce suppliers and the potential for a cultural or religious aversion to the products. For instance, Burger King has had to adjust their menu in India due to the large concentration of Hindu people and their religious avoidance from consuming beef....   [tags: Marketing ]
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Place in the Marketing World - Running head: MARKETING PLAN Place in the Marketing World Place is a mechanism which how food or service or service provider moved from the manufactory to the consumer. Place plays an important part in large business. A good example how place plays an important in solar panel is demonstrate in the following. Wal-mart and Sam are one the top sellers of Solar panel. Wal-Mart has installed solar panel in 17 of its stores this product. It has approximately 23 miles of the government is offering a tax credit for all the contribution of solar panel just it is contribution done by Dec 2010....   [tags: Marketing] 1067 words
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Marketing: Polo Ralph Lauren - ... During the fiscal year ended April 3, 2010 (fiscal 2010), its Ralph Lauren-branded products were sold through approximately 9,000 doors worldwide. As of April 3, 2010, the Company’s Retail segment consisted of 179 retail stores and 171 factory stores worldwide, totaling approximately 2.6 million square feet, 281 concessions-based shop-within-shops and two e-commerce Websites. The company tries to keep its product available to any consumer trying to obtain it, at the same time to satisfy its loyal customers who want the exclusive Ralph Lauren brands such as Polo Black, the company doesn’t advertise it as much and usually keep them in limited quantities at limited locations, because they know their loyal customers will buy it....   [tags: Marketing ]
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Marketing Research Case Study - ... Key Issues When a company desires to expand globally, there are several business decisions to make. The physical expansion can often enough be one of the greatest initial challenges, but then it is followed by cultural adjustments, new laws and borders. In the case study of the Sperry/MacLennan Architecture firm, the company’s desire to globally expand could present problems to implement as by not considering other key markets. The architecture firm is focused on growth and desires to design two sports facilities per year post expansion....   [tags: Marketing ]
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The Importance of Branding in the Marketing Mix - Introduction What comes to mind when you hear the term “brand” or “branding” in marketing. Nike. McDonalds. Five dollar foot long. Whatever it is, the importance of branding in the marketing mix should not be argued against, instead, it should be studied further to reveal what makes this aspect so important. Therefore, the following is an assessment of what a brand means to consumers and the effect it has on their purchasing behavior. This will also evaluate the importance of brands to the companies that own them and the qualities each company hopes to attain when creating their brand....   [tags: Marketing]
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The Importance of Branding in the Marketing Mix - Running head: THE IMPORTANCE OF BRANDING The Importance of Branding in the Marketing Mix The importance of branding 2 Introduction A brand identifies a seller’s product from a competitor’s product. There are three main purposes for branding product identification, which is the most important purpose, repeat sales, and new-product sales. Branding has a lot of terms that marketers use there is brand equity, global brand, and brand loyalty. Marketers also have different brand strategies that they use for different products or customers....   [tags: Marketing ]
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The Importance of Branding in Marketing - Literature Review Since an increasing number of people focus on brand names instead of product, brands become important elements for customers to choose products (Carroll, 2008). When customers trust the brand, the benefits for the manufactures are generated. In the first place, brands can be used by products as the tool to identify and differentiate themselves from various products. Secondly, brands are helpful for companies to build a competitive advantage (Bick, 2009). Therefore, organisations take more attention to branding....   [tags: Marketing]
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Marketing Research Tools - ... Expanding and enhancing secondary data is a useful tool of primary research. For example, if an organization is looking how to expand their market and they notice a new technology will be launched, using secondary data collection means, then primary research can be conducted to determine consumer request about the item and likeliness of success. Primary research can be a survey, an interview, an observation, or analysis of other data and criteria (Owl, 2010). Benefit of Data Primary and secondary data are both very beneficial depending on the topic at question....   [tags: Marketing ]
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Green Marketing and CSR - ... It is number three hundred and ninety in the top two thousand leading companies in the entire world (Forbes.com LLC 2011). BP PLC Company provides energy for light and heat, retail services, fuel for transportation, gas and petrochemicals products (Forbes.com LLC 2011). However, these organizations ranking companies with reference to their performance never measure the level of emissions of carbon monoxide and carbon dioxide emitted by the oil and fuel products from BP. They only concentrate with management issues, like human resource management and company policies and practices that have helped the company shoot high up to the top of the rank....   [tags: Marketing ]
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Logos and Taglines: Distinctions in Marketing - ... Good logos tend to have all those aspects that the Apple logo possesses. In general, these logos are simple in design and memorable to the customers who see it. It should always imply a positive connotation and not be offensive, as it represents something the customer will enjoy. In addition, the logo should be easy and inexpensive to reproduce which is recognizable in both color and black and white. With that said it should also be universally symmetric so it fits on any product your company may develop without creating an awkward product appearance....   [tags: Marketing]
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Global Marketing Research - ... If the organization is concerned with maintaining sales and operations in a long term aspect, then exporting business into New England is not the ideal market to globalize based upon the information depicted in a seminar that Mitch Brooks attended. The seminar extended evidence that “geographically close market, or even that most psychically close one, may not be the best choice for long-run profit maximization and/or market share” (Aaker, 2007, p. 74). The issue of long term goals not being met when globalizing business into New England can be solved by deciding upon a new location....   [tags: Marketing ]
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Marketing Apple's Mac Computer - Segmentation is putting marketing focus on a particular group of potential consumers. The computer industry has many companies that produce computers but Mac by Apple has segmented them self from other computer companies like HP and Sony. The “five competitive forces and competitors” (Kotler & Keller, 2009, p.154) described by Michael Porter are the “threat of intense segment rivalry, the threat of new entrants, the threat of substitute products, the threat of buyers’ growing bargaining power, and the threat of suppliers’ growing bargaining power” (pp.154-155)....   [tags: Marketing]
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Marketing Complex Offerings - Chart 8: Marketing Complex Offerings In an era of more fiscal control, more attention is being put on the budgets and purchasing decisions. The impact is that more people higher in the buyer organization will want to okay large purchases. The result is more participants, more scrutiny and micro purchases. The smaller purchases or projects can allow the buying organization to have less people involved who may not have to be on the executive team. Key Chapter Points 1. Buyers’ expectations are different 2. Understand the unique needs of your buyer personas 3. Buyer personas make collective decisions for the organization 4. Understand the attributes of the buyers 5. A purchase is always seen as an investment 6. Emotion has a hand in all buying 7. Buyers can struggle with unseen forces in making buying decisions 8. Buyers are technologically-enabled like never before 9. Buyers regard socialization as a decision-making tool 10. Business to business buying demands different skills than consumer Chapter III: Align to the Buyer’s Decision Steps Marketing must shift its own expectations, accountability and metrics....   [tags: Marketing ] 1082 words
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Marketing Research Tools - ... Cross-sectional designs involve the systematic collection of responses to a consumer survey instrument from one or more samples of respondents at one point in time. Also use the descriptive research investigations. Casual research understands cause-and-effect relationships, which is generally used by marketers when there has been a change. Independent variables and the outcome dependent variables are the cause of such change. Secondary Data Secondary data, if available saves time and money because the expense of the study has already been incurred....   [tags: Marketing ]
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Radian6 - Marketing Research - ... LeBrun (2011 ) shows how Radian6 can save time and money compared with traditional research methods by showing how the software can quickly gather data that would take hours or even days to gather using traditional methods. Ensuring Relevance of Data The second most important case issue is the relevance of data collected in Radian6. Marketers must ensure primary data collected is "relevant, accurate, current and unbiased." Armstrong and Kotler (2011 a, p. 138) because relevance is an important factor in gaining insight into customer data (Van Herk, Poortinga and Verhallen 2005 ; Armstrong and Kotler 2011a)....   [tags: Marketing ]
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Marketing Research Tools - ... The sales group could also survey customers directly to inquire what the buying intentions are for the future period (Aaker, Kumar, & Day, 2007). Observation methods are another format of qualitative research. The technique can follow four observation formats. 1. Direct versus indirect a. Archives – information from secondary sources b. Physical traces – tangible objects that can be studied 2. Disguised versus undisguised a. Subject is unaware they are being observed b. The subject is aware they are monitored 3. Structured versus unstructured a. The researcher monitors specific behaviors or responses b. Researcher gathers whatever information is observed 4. Human versus mechanical a. The researcher is a person b. A machine or computer to tabulate the observations replaces the researcher....   [tags: Marketing]
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Marketing Kitchen Design - In general most people do not spend a lot of time in their kitchens or bathrooms, as most people spend their free time socializing or relaxing. This requires a different atmosphere than these two areas can provide in a housing unit. In most cities and college towns, apartments are the most prevalent housing accommodations available. Since apartments have such small living quarters, kitchens and bathrooms tend to suffer the most when it comes to square footage. With smaller kitchens comes limited counter space....   [tags: Marketing] 1294 words
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Strategic Marketing Pricing - Pricing Striates 2 1. Contribution is calculated based on price and costs. Often, we treat these variables as fixed. What are the implications of treating uncertain variables as fixed. Some of the implications of uncertain variables could be payroll. You would have to have some baseline of how much you would be paying out every week. Someone may be out sick and you don’t replace the hours or you replace the hours with another employee that has a wage Running an advertisement in the newspaper that you have changed to size that you want to put in the paper that would change the price either way it could be more or it could be less....   [tags: Marketing]
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Marketing Our Youth - ... How does Hanson expect parents compete with results like that. The sad fact is that many parents can’t, which is why alcohol advertising needs to have stricter restrictions. While underage drinking and obesity are a large and upfront issue, other concerns involving excess exposure to advertisements are not so obvious. “Sex is used in commercials to sell everything from beer to shampoo to cars,” warns the American Academy of Pediatrics, “new research is now showing that teenagers’ exposure to sexual content in the media may be responsible for earlier onset of intercourse…it also frequently uses female models who are anorectic in appearance and, thus, may contribute to the development of a distorted body self-image.” Many advertisers today are aware of these issues, and instead of contributing to the solution they contribute to the problem....   [tags: Marketing ]
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Marketing Research Tools - ... 254, 2007). Mail surveys are questionnaires that are mailed to potential customers and then are returned through the mail back to the company. This process can be very time consuming and expensive because of postage costs, incentives for the participant to mail back the survey, and surveys could be lost in the mail or ignored by the participant. Secondary research is data that has already been previously gathered by someone outside the company, and is generally gathered first by researchers to guide the direction of their primary research (Burns & Bush, p....   [tags: Marketing]
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Marketing Research Tools - ... Various techniques of in-depth interviews are used, dependent upon the type of information needed. Laddering is technique used to link product characteristics with customer importance. Protocol analysis technique puts the subject in a situation in which decisions have to be made, requiring the subject verbalizes each step in the process of determining the ultimate decision, beneficial for insight in purchasing behaviors. Projective techniques place the subject in a simulated situation, which may cause the subject to display actions or responses that may otherwise not be verbalized, useful when the research topic may cause hesitation for the subject to respond honestly....   [tags: Marketing ]
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Under Armour Marketing Analysis - Since its creation in 1996, Kevin Plank's Under Armour has under gone rapid expansion. It has taken over the performance apparel market in the United States, outselling sporting giants such as Nike and Addidas. The company has even expanded beyond the performance apparel line and introduced products including footwear and casual wear. Although it has an immense following in the United States, Under Armour has been facing many difficult barriers to their entry into foreign markets, specifically Europe....   [tags: Marketing] 727 words
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Black and Decker Marketing Stratgey - The Black and Decker is the large producer of power tools and accessories, household products, outdoor products and hardware. It has the number one market share position in the Consumer and Professional-Industrial segment but insignificant share in the Professional-Tradesmen segment. Below I will answer the questions posed in the case and will make analysis in order to understand the situation and make some recommendation for Black and Decker situation. 1. Black and Decker has 9 % share compare to Makita 50 % in Professional-Tradesmen segment because Black and Decker is mainly focused on Consumer and Professional-Industrial segments and has significant market share in those segments....   [tags: Marketing ] 1403 words
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Marketing Research Tools - ... Quantitative research by means of analysis of area statistics is less prone to bias. It filters out a great deal of external factors, which limits biased results. Its structure is beneficial in proving or disproving results. Just as is the case with primary and qualitative research, it is costly and time consuming. This tool requires extensive analysis of statistics and data. Generally, it requires retesting, and refinement. Moreover, it does not lend itself to areas of ambiguity. Finally, focus groups provide in-depth data....   [tags: Marketing ]
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Unilever's Marketing Strategy - ... Its campaign emphasizes mature, active and healthy men. (Newman, 1). Old Spice emphasizes a masculine sex appeal that is similar to AXE. It is the official shower gel of the NFL and NASCAR. It advocates that its shower gel scent is “manlier” than others. In fact, their slogan is “smell like a man, man”. In some creative Old Spice commercials they instigate the male consumer by asking if they would prefer to smell like sunset and baby powders rather than jet fighters and punching. Not only does Old Spice target men, but they also send messages to women asking questions regarding how they prefer their men to smell....   [tags: Marketing ]
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Creating, Financing, and Marketing of Business - ... Angel investors fund over 30,000 small businesses within a year. The angel investors have gotten their name by being so friendly and patient with their investments and providing knowledge of business and creating a valuable relationship along with the money. Angel investors tend to usually invest anywhere around $25,000 to $1 million dollars in a small business. The main down fall of angel investors though is that they could be really hard to find. If the small business were already past the startup phase, revenue coming in, a team in place and a good path to eventually sell the business or go public in an IPO, then it would be beneficial to approach the professionals called the venture capitalists (VCs) (Startup Nation, 2012)....   [tags: Marketing ]
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