Marketing Essays & Term Papers

96 total

Adaptive marketing Marketing process in which the marketer continually revises the product offering to satisfy individual customer demands. Advertiser A person or organization, that initiates the advertising process. In-house agency An agency with an advertiser organization that performs all the tasks an outside agency would provide for the advertiser. Integrated marketing communication (IMC) The practice of unifying all the marketing communication efforts so they send a cons

Internet and World Wide Web Trend Today Nowadays, Internet is getting user-friendly for both people and business. Internet access is now readily and inexpensively available to them. Individuals and businesses are learning the nature of different Internet systems to make full use of the Internet's resources. Internet is excellent for Marketing because Internet allows people to see not just in words, but a mix of full-color pictures, movies and sound on the Web sites. Viewers indicate th

This paper will discuss environmental scanning, marketing procedures, and describe how the environment affects marketing in relation to the automobile detailing business. Environmental scanning is the process in which a firm continually collects and evaluates information about its external environment. There are six main categories of environmental data to consider when evaluating marketing decisions. These are social forces, demographic forces, economic forces, technological forces,

Article Summary of In Search of Diversity: The Record of Major Marketing Journals, from the Journal of Marketing Research {February 1999}. The title of this article is: In Search of Diversity: The Record of Major Marketing Journals, from the Journal of Marketing Research {February 1999}. The article described how three authors analyze the publications of four Marketing journals, and how they relate to each other against their mission statement. According to the article, a study

Marketing Mix: The term marketing mix is used to describe the all the options available to the marketing manager in order to market a particular good or service. It is often referred to as the 4P s(i.e Product, Place, Promotion, and Place) The Product Variable: This aspect of the marketing mix deals with researching consumers product wants and designing a product with the desired characteristics. This is a very important element of the marketing mix because it directly involves creating pro

In today s society the public branding of the Gap name can be found everywhere. Go to any big city in North America and there will be public branding of the Gap name. Almost any major company will participate in public branding of their name. Gap keeps on public branding their name more and more effectively. Sides of buses, large billboards downtown, benches and subway stations will have the Gap name branded all over them. These are examples of public branding. Public branding is good for mark

Marketing According to the American Heritage Dictionary, marketing 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

Implementing Relationship Marketing Many family businesses now a day are being over-run by large corporations that have more money and manpower. This is the case in the business I’m going to talk about. The business is called “The Book Barn”; a family owned and operated business that has been selling books in the Boston area for the last 50 years. It has been loosing money for 2 years ever since “Borders”, a multi-national chain of bookstores moved next do

Since the introduction of the World Wide Web in 1990 it has grown from a means of communicating for physicists to having more than forty million users. This tremendous growth and interest in the Internet can only mean that great opportunities lie ahead for companies and their products. Digital marketing is changing how businesses are able to get their product to the consumer. It is allowing the channels of distribution to become shorter. In order to understand the channels of distributio

Marketing in McDonald’s “Welcome to McDonald’s what can I get for you today?” Does that famous saying sound familiar to you? Do you ever wonder why you keep going back to McDonald’s week after week? It’s because of their marketing and advertising. McDonald’s image is more than just food; it’s a place for families. McDonald’s has over 9,500 restaurants in 45 countries. Their marketing budget has never been matched by any other single brand name. McDonald’s spends m

The internet application called the world wide Web (WWW) is one of the technological tools that is making a significant impact on marketing. The Internet is a "wed of more than 2.2 million computers linked by telephone on more than 32,4000 connected computer networks and is accessible in 135 countries and territories" (Kotler). This medium provides relatively inexpensive way for companies to advertise their products to millions of people, 24 hours a day. It also opens up the home-shop

Bruce Haring, in his article “Datamining: Spam or Future of Music Business” appearing in states that “Bands are beginning to embrace the data-collection method…” and then poses the question, “…will some fans be put off by the tactic?” Disappointingly, he fails to answer the question of fan response to datamining (DM) in the article and instead gives many examples of why it is a huge element of the future of the music industry ma

The criteria used to develop the market segment for R.J. Reynolds Tobacco Co. s new brand of cigarette called Dakota is mainly that of demographics, and psyhcographics. The target market in this case appears to be poorly educated, virile white females age 18-20, who enjoy being around their boyfriends and doing whatever their boyfriends are doing, for example going to Hot Rod shows, Tractor Pulls, cruising, and going to parties . This target market was most likely selected for two main re

The By 1968 Coring realized market conditions were changing, technology was shifting to a commodity based market. Corning did not know if they wanted to be in this market. Some of the internal technical leaders were willing to turn away from this market claiming Corning developed high margin and highly technical products. Mean while sales and marketing were pushing hard to win new work in these fields disregarding the fact that Corning was not designed to compete in a fast moving commod

The societal marketing concept holds that the organisation should concentrate on the needs and wants of their customers, and then deliver the desired satisfactions more effectively and efficiently than competitors, in a way that maintains or improves the consumer's and the society's well-being. It considers as well the possible conflicts between consumer short-run wants and consumer long-run welfare. Basically, taking care of society's well-being is good for business. Societal marketing

The Game of Sports Marketing The business of sports is one of the fastest growing industries in the country. All over the world, many people participate as players and spectators in a variety of sporting activities, creating opportunities for the marketing of a company’s goods and services. An important part of the business of sports is sports marketing, which revolves around understanding consumer behavior and motivating target markets to purchase goods and services. Sports marketin

Mary Miller is the marketing manager for Paper Products Corporation and she has to decide whether she should allow her largest customer to buy some of Paper Products' file folders and market them under their own name, (Natcom Inc.) rather than the File X’s brand, used by Paper Products. Mary is afraid that if she doesn't accept the offer, the customer will find another file folder producer. Mary really only has two options; accept or refuse the offer from Natcom. There is a certain

Marketing Mix What is the marketing mix? Professor Jerome McCarthy coined this term which breaks down into four separate parts: product, price, place, and promotion, better known as the four P’s of marketing. Some experts feel this early 60’s mentality is a little archaic and should reflect societies other factors. Today’s marketers feel there are two important P’s that have been overlooked, or intentionally ignored, and they are politics and public opinion. Th

Product Life Cycle- The course of a product s sales and profits over its lifetime. It involves five distinct stages: 1) Product Development begins when the company finds and develops a new-product idea. During product development, sales are zero and the company s investment costs mount. 2) Introduction is a period of slow sales growth as the product is introduced in the market. Profits are nonexistent in this stage because of the heavy expenses of product introduction. 3) Growth is a perio

Internet Marketing and Associated Topics Computers and the Internet are becoming faster and capable of new and exciting things every day. Through this evolution, businesses have begun to reach out to consumers in new, unprecedented ways. With the amazing growth of users of the Internet, and the enormous growth that is expected to continue, businesses are aware that there is tremendous potential to provide and promote products and services in previously inconceivable ways. Electronic

It seems Australia's film success is not determined by its quality but by its box office returns. The national identity of Australia has become nothing but a market strategy. The future of the Australian film industry seems doubtful, as it cannot command the crowds necessary to sustain high enough box office dollars, or market films sufficiently to attract local audiences. Sustaining a productive innovative film industry seems dependent on the complex process of acquiring film funding, and th

Due to the speed of technological advances nowadays, it is increasing difficult for anyone to predict the marketing strategy for an electronic device. As for telephones today, they are becoming more and more sophisticated in both capabilities and application of these capabilities. A potential buyer is nevertheless confronted with decisions cordless or non-cordless, caller ID or no caller ID and so on. Well, by analyzing this market through an economist s point of view, the quality of produc

Broadcast Promotion / Marketing In today's market you must: 1. generate and understand new ideas 2. tackle challenges of: a. building ratings b. building revenue 3. understand that the marketplace is cluttered and noisy with 2 - 3000 commercials each day 4. it's like the Field of Dreams: you have to think outside of the box to market what you "build" Marketing is defined as: 1. a philosophy, not a department 2. winning the perceptual battle 3. being much more multi-dimensiona

5. Market-Product Focus This section explains the seven-year marketing and product objectives for the town of Berks, Pennsylvania and the target markets and points of difference. Marketing and Product Objectives Berks’ marketing intent is to take full advantage of its growth potential. This will be accomplished by building stronger relationships with sources both within and outside of the community. These are detailed in the four areas below:  Current Markets. Curr

10332 HARLEY DAVIDSON. Discusses the firm's target market, product strategy, price, place, promotional activities. Influence of Japanese exports and how HD had to request tariff protection; HD's near-demise and subsequent recovery. 8p. 34f. 13b. 10329 SPORTS FRANCHISE MARKETING. A critical study of the modern expansion of sports franchise marketing through the media, novelty sales, and product endorsements. Differences between various sports in marketing methods are pointed out. 9p. 1

Marketing businesses, products and services has become much more complex with the introduction of the internet. In this paper I will attempt to describe the effect of e-business on marketing strategies today, as well as describe the e-business marketing strategies utilized by Kmart, Inc. The internet is an enormous environment that is advancing and developing at a very erratic pace, and only companies able to adapt will survive. The world wide web provides a medium that breaks through geog

PEPSI COLA For Pepsi Cola Ltd, marketing opportunity analysis is a continual and ongoing process. Pepsi have used the new- product strategy to realise their ambitions to both defend their current market position, and reinstate their position as a product innovator. Pepsi wishes to create a clear cola that is 100% natural, low in sodium, caffeine-free, and still maintains the flavour of its original cola. They will call it Pepsi Au Naturel. Pepsi’s hope is to usher in a new era,

The purpose of the marketing plan in a business is to bring customers or clients into the business and keep them coming back. To accomplish this goal, we have to have efficient business operation, excellent customer service, advertising and promotion. To increase revenue, we have to have these five attributes: excellent customer service, good value for money, high standard of service, quality products, convenience (location, parking), and Awareness, Trial, and Usage (ATU). ATU is a mark

Music Marketing: Hi Frequency Concepts In today's business world, everyone knows that the hardest industry to break into is the music industry. The music industry has evolved from being made up of many independent labels to being run by major corporations such as Warner Brothers and Universal Music Group. Music marketing is the one aspect of the industry that has not gone corporate. While record label marketing departments are running out of ideas, independent marketing firms are tak

Anheuser-Busch has become one of the most recognizable trademarks in the world. Budweiser develop a catchy marketing tactics that they called A-B’s advertisement. Doing this attracted other customers than they’re over 21 age group and their loyal recreational drinker. Anheuser-Busch remains focused on three major objectives to improve shareholder assets. Their first goal is to increasing per barrel profitability. The second is to expand international beer operations. Their goal of

Control of market share is the key issue in this case study. The situation is both Coke and Pepsi are trying to gain market share in this "beverage market, which is valued at over $30 billion a year" (98). Just how is this done in such a competitive market is the underlying issue. The facts are that each company is coming up with new products and ideas in order to increase their market share. "The creativity and effectiveness of each company's marketing strategy will ultimately deter

Global Marketing American companies take many things into consideration when marketing products in other countries. The article “Tough Cookies” by Oliver Libaw, and the article “Not so fast” by Jean-Marc Lehu discuss marketing American Products in other countries. “Tough Cookies” discussed Nabisco and their success of selling Oreos and Chips Ahoy in Mexico. “Not so fast” discussed the triumph of the store Crazy George, which is like American Rent-A-Center, in th

I propose not a new product but a new marketing strategy. A popular brand associated with Unilever is Pond's. Pond's is a strategic business unit that deals with skin-care products. I propose to begin a marketing campaign that will increase their revenue by as much as 50% with absolutely no change to the products in their line. The following is a break down on how I plan to do this. Before getting into this miracle marketing strategy we must understand Pond's competition, more specif

Finding the Good and the Bad in Marketing In these two real world marketing examples, I have chosen Nepal Thai Food Products (P) Ltd., the manufacturer of Wai Wai instant noodles, as a company that is doing a very good job at marketing. This company is marketing its “Wai Wai” brand of instant noodles in Nepal from 1985. Another company that I have chosen as a bad example at marketing is Hansophone Electric & Electronics. This company is marketing Hansophone brand of EPABX s

Baja Fresh & Taco Bell In today s increasingly competitive marketplace businesses must be very creative in their marketing strategies in order to attract as much business possible. Companies spend a tremendous amount of their budget on advertising, soliciting, marketing and selling their products and / or services. Businesses that aren t creative don t appear to succeed as much as those that produce good marketing campaigns. Fast food restaurants are one of the most recognized businesse

I. HISTORICAL BACKGROUND The United States is the world s second largest tobacco grower. Thus, tobacco is an important cash crop and the cigarette manufacturers play a very important role in the U. S economy.(7:2) Approximately 500,000 Americans die every year as a direct result of smoking (1:66). As the U. S. population becomes more health conscious, the number of smokers is decreasing every year. However, the tobacco industry has remained prosperous due to the continuing demand of millions

Focus Groups (Chap.7 #3) The Internet has undeniably revolutionized the ways in which many adventuring businesses conduct their daily transactions. Companies today use different strategies to produce goods and services targeted at some specific customers. Marketing, the process by which products and services are introduced to the marketplace has been one of the lead contribution factors in the Internet boom. Marketing research is an extremely valuable function in today’s fast-pac

New Product Diffusion The environment in which we all live and enjoy, is an interactive human orientated and based, as well as a financial one. This is so, since every “movement”, or satisfaction of a certain need, is actually translated into monetary transactions, between men or even big, multinational, organisations and firms. In our case this transaction is present, and people and their “service” needs satisfaction, those on which we have to depend upon, mat

A Market Economy is the most efficient way of organizing economic activities. Millions of suppliers (firm) and consumers (buyers) make the markets. The suppliers and consumers sell and purchase goods that satisfy the wants of consumers and suppliers. Suppliers and consumers make rational decisions, respond to incentives and make tradeoffs. Over all trade makes everyone better off. (Mankiw) If one firm does not meet the wants of the consumer then they will lose their place in the market. Sales

Dear Sir, The paper is too long.You can download it from my site - Virtual College of Real The paper url is - =============== Chapter 1 IntroductionReal estate is man's single most expensive requirement in life, and purchasing this asset requires the savings of many years of labor. Real estate can be used as both a habitat and a livelihood. In addition to the economic value of a man's house, there i

The Marketing Strategies This section of the marketing plan provides the marketing objective, the selected target market, the selected services, our marketing statement and our promotional recommendations. Goals tell were a business wants to go; strategy answers how to get there. Every business must tailor a strategy for achieving its goals. The strategy must then be refined into specific programs that are implemented efficiently and corrected if they are failing to achieve the obje

Section of a Marketing Plan Management and Organization Plan General Manager-Anah Smith Anah smith is leading Home Cookin’ with over 9 years of leadership and managerial experience in all different aspects of business. She has received her BS at the University of Evansville with an emphasis in entrepreneurship. She is currently involved with the Professional businesswomen of America. Responsibilities The General Manager is responsible for strategic issues, external relations, a

Distribution Channels and Logistics Management The Evolution in Marketing Channels Kim Anderson The distribution channel is a means by which to overcome the time, place and possession gaps that separate the goods and services from the consumers. The Internet is changing the typical structure of distribution channels to close the gap in new ways. There is a trend toward disintermediation and hybrid marketing channels, and the Internet as a marketing channel may affect the types of int

On December 17, 1903, two men changed the way of travel forever. No, I am not talking about cars or trains. I am talking about one of the greatest inventions of the twentieth century. Wilbur and Orville Wright invented flight. (Grolier, 1999) This invention sparked a concept of traveling in the air. This kind of travel would allow people to get from one place to another quickly. It would save time and money. If a person could travel for Los Angles to New York in one day, it would be a

1. EVALUATE THE PRESENT MARKETING STRATEGIES: Currently, O’Keefes owner Manuel Gray has successfully established a market segment with the ice hockey players. However, he wishes to diversify his operation with the introduction of public skating, much like the format of rollerskating rinks. He has tried to implement these skating sessions with little success. He has the most success with Saturday and Sunday sessions. Attendance drops during warmer months however. The 200 he gets in

E-Commerce E- Commerce is another name for Electric- Commerce. Electronic-commerce offers what many people believe to be an effective property of the Web. That property is the ability to adjust sites to the different needs, wants, desires and, even personalities of each individual customer. This ability is known to many experts as "cognitive computing," a blend of behavioral sciences and computer science. Increasing competition worldwide, increasing demands made by customers, and the ra

IZOD: Clothing or Concept Every day, billions are spent on advertising with the intention of selling some product of one kind or another. Every day, even more people come in contact with these ads and are affected by them. As the number of ads continues to rise, the percentage of those that are misleading and manipulative also increases. As a result, we have become more skeptical about what we see and hear, and we have begun to acquire distaste for the marketing world. The IZOD Extreme

Annotated Bibliography VIII Jacobs, Laurence., Guopei, Gao.; Herbig, Paul. ( 1996.) A guide for marketing to China: There may be a hidden agenda. Review of Business. 18(1,) 3-6 This article introduces an innovative strategy called CRM (Customer-relationship management) by which some wireless companies use to evolve their call centers. The author provides a new strategy in concerned with Chinese peoples’ traditional skill in negotiation, China’s economic model and Chinese governmen

Over the years the music industry has grown from a fairly profitable industry with a few major stars into a billion dollar industry with many major stars. The music industry has evolved in many different ways through such inventions as the television and music videos. In order to become a star in the industry today it is almost essential that you have a good music video and a great marketing campaign. With these pressures on new artists I believe it makes it hard for them to

Music Industry Criticized by Federal Trade Commission According to Reuters, America's music companies were labeled the bad boys of the entertainment world on Tuesday in a federal report that said they had not done enough to stop the marketing of violent and lewd songs to children. The Federal Trade Commission's follow-up study on the entertainment industry and its marketing practices was in response to a scathing September 2000 report that accused the entire sector of aggressively marketing v