Marketing Essays and Research Papers

According toFirat andDholakia (2006),the conceptual structures of marketing,which had crystallized in the 1960s and 1970s,are being strained.This has been caused bythe twin forces of postmodern cultural shifts and momentous technological developm
The marketing culture revolutionaries have affected both modernism and democracy. The idea of institutions serving citizens and meeting their demands is in line with the marketing concept. Modern marketing is a way institutions could serve their customer right with an aim of making their lives better. Modern marketing is also known as modern culture par excellence. The success of modern marketing is a pillar and principal mode in which institutions can construct a lasting relationship with…
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Advertising campaign of an existing product/service on your choice
This paper seeks to present an advertising campaign for coin-operated breathalyser machines that are designed for use in entertainment facilities. The chosen target market for this coin-operated breathalyser machine is Kenya in East Africa, which was selected because it is unsaturated and a ready market for the machines. An in depth, justification on the selection of the product and even the target market will be presented under the sections of brand positioning and target audience…
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Advertising, Sales Promotion or Public Relations
Assuming that a buyer is impacted by four sources of information such as media, sales calls, exhibitions and direct mail, it implies that several people in the firm are engaged in influencing purchases. Sales people are not able to come in contact with all people that impact sales decisions but firms get information from different sources. The buying process is considered to be quite complex as there is a great deal of commercial uncertainty relative to the purchase outcomes. Specifications…
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An analysis of marketing procedures being used by leading fast food franchises
In the similar context, Lichtenberg (2012) has also stated that the global fast-food industry has been playing a crucial role in channelising the effective of internationalisation in various economies, especially, the developing economies by accomplishing a rapid expansion in the various international markets. The organisations have also been implementing extensive expansion initiatives allowing franchises in different nations. The franchise units of the leading fast-food brands have been…
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An outline marketing plan for the next three years for Ikea estates
2.2 The task environment Thompson, Gamble and Strickland (2005) describes the model proposed by Michael Porter indicating five distinct forces in the external market that can drive business success or failure. These include threats of substitutes, buyer control in the market, supplier power, competitive rivalry and threat of new entrants. The threat of substitutes is significant, as the pre-fabricated housing market is well-established in the United Kingdom. There is already an identified…
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A promotional plan to launch the new brand
Logos are an artistic representation of a brand of a product while as the trademarks involve both the brand name and brand mark. It may combine all the above elements (Solomon, Duke Cornell and Nizan 2009, pg.145). In marketing, brands occur as highly powerful assets as compared to designs and naming. Brands need to be developed, managed and maintained carefully since they represent the thoughts of consumers on a product and its performance. Besides branding, product quality significantly…
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At the end of the day, marketing communication does not deliver adverts, or direct mail pieces, or PR and corporate identity programs. We deliver results Discuss what you think is meant by this statement
Marketing: Marketing Communication A lot of people think that marketing is just about advertising and sales. In every business, marketing plays a very important role as it is everything a company does to get customers and keep a relationship as long as possible with them. It includes every activity a company does with buying, and selling of goods and services to consumers. Those involved in marketing focus on catching consumers’ attention through catchy slogans, media exposure, redesigning…
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Branding
As a result, not only the kids but also tourists of varied life style and income groups visit this institution that enhances its image and reputation in the market among many others tourist places. Not only had this due to improvement of the number of tourists, the rate of prosperity and equity of the institution of Santralistanbul increased to a significant extent (Santralistanbul, 2014). In addition, in order to enhance its popularity and brand value in the globe, the country of Turkey also…
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Brand management and planning skills
Their external stakeholders have also realised that they can control outcomes, so companies need to be aware of the brand story they convey to these parties. Overall, managers can learn from historically successful brands that building relationships with consumers and staying consistent about their identity is the key to success. 2. The key to a long-lasting brand Regardless of the strategy adopted or the period in time when a brand thrived, one thing is clear, an effective brand is one that…
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Burberry Case Study
It’s not a coincidence that Burberry, has become a famous brand, till nowadays having been founded in 1856 in England already. Burberry had been producing some kind of quality clothes that were being worn by famous people with a prestige at the time of creation, and was soon established as business selling high quality clothes in quality as such but also of a certain style that all people had liked from the beginning of production and manufacturing. Then the beginning was good, and…
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Business functions and processes
Lack of performance measurement: Performance measurement is an issue that faces operations section, in terms of production quantity and quality as well as the performance by the employees, individually and collectively. Performance measurement usually begins at defining correctly what product the organization wants to produce in terms of quantity and quality; and when it shall be delivered to the intended client in terms of reliability and timeliness. These measures should reflect the…
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Case 5.3
Don Martin Limited Marketing Analysis Don Martin Limited was started 23 years ago as an auto supplies company. In the last few years, the business has faced various shortfalls. Owing to a tremendous flight of customers, the business has been losing money instead of making profit. According to Don Martin, in the recent past, the business has encountered service delivery shortfall. Customers are not satisfied with the services offered by the employees in the business. This shortfall has…
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Case study
Company is very clear about target customers. Company has very creative team. Company’s workforce is a great strength. Weakness: - Company only targets a much selected numbers of customers. Company is focuses towards ultra niche. Company doesn’t have great collection of casual wears. Company is over dependent on woman. It doesn’t have that much of collection in case of men. Company is having very limited products line of Haute Couture, RTW, Accessories and Wedding Dresses. Opportunity: -…
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(( Churn Management )) - How to predict, manage and reduce churn
18). Telecommunication Business and Churn Management Telecommunication and wireless business has emerged as one of the most important industry driver in recent years. Telecommunication industry offers unique value proposition to customers in comparison to other business. The industry showed double digit growth rate for consecutive ten yers during late 1990’s and early 2000’s (Duke Teradata, 2002). Study shows that the honeymoon period is over for telecom service providers due to…
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Consumer and Market Analysis for Kick Covers
Marketers need to understand the various levels of needs in an individual, and ensure they strive to meet them. The first level is the physiological level which includes all those factors that are essential for human survival. These are water, air, food, shelter and clothing. Once these are satisfied, an individual graduates to the next level of needs which is security. The security can be personal, financial, health and well-being. Satisfaction of such needs can be achieved through certain…
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Consumer buyer behaviour and organisational buyer behaviour
Consumer Buyer Behaviour and Organisational Buyer Behaviour Table of Contents Consumer Buyer Behaviour and Organisational Buyer Behaviour Table ofContents 2 Introduction 3 Difference between Both the Buyer Behaviours 4 Conclusion 9 References 10 Bibliography 13 Introduction The buying behaviour of the consumers and organisations are believed to differ in a significant way in terms of their buying process and decision making. It becomes important to gain an insight into the stated kind of…
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Contemporary Consumer Behavior
Consumer behavior concerns the actions of the consumers to purchase, dispose or use a product. The decision to choose a product lies in the consumer's choices to optimize their consumption schedules. The traditional understanding highlighting the consumer needs concentrates on the old economic theory.…
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Corporate Strategy and Competition Law
A firm’s technical information technology (IT) skills can be a source of sustained competitive advantage1. These skills are the know-how skills which are necessary in creating IT applications from available and current technology, with the end goal of using them to create products and provide services2. These technical skills would include knowledge in the programming of languages, knowledge in operating systems, and a thorough understanding of communication standards and rules. Such…
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Develop a strategic marketing plan for TNT courier service building on the situation analysis and SWOT and present it in the form of a 3000 word report
The advantage that TNT has is its wide range of services that it caters to a mass audience. The competitive edge of TNT is its extensive line of service, all under one roof that caters to the wide variety of customers. Distribution Situation TNT has a wide spread network, and places where its network is inefficient, it has networked to local partners which have better standing in that particular region. This strong distribution network stands as one of the prime strengths of the…
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Fashion Marketing Management - Hugo Boss
The CEO of the company is thus confident about the company’s achievement of the medium term targets with the ongoing performance of the company (‘2012 most successful year in our history’ – Hugo Boss 2013). The present study focuses on an overview of Hugo Boss Fashion Company, studying about their marketing strategies, the marketing activities that the company has considered for its success, and the strengths and weaknesses of the company in regard to these activities. Hugo Boss: An…
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Global communications
In conservative nations, for instance, advertisements that depict romantic situations between two people may not be viewed as appropriate. Symbolism is usually different in different cultures, and funniness is one of the things that is rarely shared between cultures. For instance, advertisements that extol naked ambition may not be accepted well in nations in which modesty is viewed as an important characteristic. Local viewpoints about advertisements:  The citizens in some nations are more…
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Global Marketing-Strategy and Practice 1
The food service sector in UK comprises of fast food services, restaurants, hotels, pubs, leisure, and catering services (Keynote report, 2012). Eating out has become a trend over the past few decades owing to scarcity of time to cook meals at home, tight schedules and increased propensity to spend on outside food. Hence the industry faces increased opportunities in terms of market growth and expansion. The choice of global markets is based on an extensive research of the market opportunities…
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Hershy chocolate bar
Candy has grown into a more than $21 billion confectionery industry in the US. The confectionery industry produces a universal food product using ingredients from all over the world. The chocolate bar strongly affects agricultural markets as well as the producers of those products. For instance, products produced in the Middle West and other parts of the world such as dairy products, fruits, sugar canes greatly impact on the production of candy. The Hershey chocolate bar sales have been on the…
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How consumer behaviour principles can be applied to membership retention of the Girlguiding Organisation
In the context of social marketing, it is stated that a strong image building programme increases the visibility of NPOs. The World Association of Girl Guide and Girl Scouts (WAGGS) is one of the largest women’s organizations aiming for the growth of girls and young women as responsible citizens (Girl Guides Association of South Africa, 2002). The mission of the World Association of Girl Guide and Girl Scouts (WAGGS) is to develop the full potential of girls and women. It incorporates a…
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Individual essay
The major role that an organisation marketing its services would be focused on would be to constantly strive to ensure that consumers develop positive perception of their services. Perception refers to the process involved in selection, organisation and interpretation of information so as to develop a significant image (Laroche, Bergeron & Goutaland 2003). This would be dependent on physical stimulus and the relationship existing between this stimulus and the environment and customer’s…
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