University Degree: Marketing

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  1. Can advertising foist an inferior product on the consumer? Bitter experience has taught me that it cannot

    It might also indicate a new pricing strategy such as penetration, price discrimination, price skimming, product bundling, joint product pricing, discounts, or loss leaders. It may also indicate a new promotion strategy such as push, pull, balanced, short term sales generation, long term image creation, informational, comparative, affective, reminder, new creative objectives, new unique selling proposition, new creative concepts, appeals, tone, and themes, or a new advertising agency. It might also indicate a new distribution strategy, new distribution partners, more extensive distribution, more intensive distribution, a change in geographical focus, or exclusive distribution.

    • Essay length: 2238 words
  2. Marketing Report - By taking advantage of the acquisition benefits, product differentiation and successful marketing mix, Little Sheep is generally recognized as a leader in the hot-pot industry in China.

    Brand Inc decided to keep it a private company. The ideology of the company is 'basing on quality to maximize customers' value'. The company operates its business based on a vertical integrated industrial Chinese development mode. It established its own logistics distribution centers and export organizations. A food safety guarantee system is formed to monitor the whole production process. The three meat production centers, including Xilinguole grassland base, Byannor grassland base and Hulunbair grassland base, formed the biggest mutton processing enterprise in the industry.

    • Essay length: 3558 words
  3. Wai Yuen Tong: A Chinese Medicine Brand Goes International

    Wai Yuen Tong's vision is to develop a local brand with a global presence. So, its strategies include repackaging existing products to make those products be updated with customers' demand. Also, Wai Yuen Tong introduces new products, such as some health-drink powder which is very popular with the younger generation. New products will help boosting regular customers to buy and enlarge its market size for sure. Wai Yuen Tong's outlets are all around Hong Kong and the number is increasing as well. Franchising are the key strategies to business development at Wai Yuen Tong. Flagship stores of Wai Yuen Tong are located at Jordan, Yau Ma Tei, and Lai Chi Kok Road in Mongkok.

    • Essay length: 4560 words
  4. Marketing Plan for Vitaminwater in Hong Kong

    We have generated four potential groups, namely the elderly, high school students, families and white collar office workers. We then have set four factors in determining who will be the most suitable new target consumers. They are purchasing power, acceptance to new beverage concept, health consciousness and consistency with Vitaminwater's image respectively. By elimination (Please see appendix B), we finally have chosen white collars as our new target group. Also we conducted two surveys to confirm our decision (Please see appendix C). The reasons are: (1) White collars have a relatively stable and higher salary that makes them feel a bottle of Vitaminwater selling at around $16 is affordable (2)

    • Essay length: 5277 words
  5. Marketing - Through the invention of social media, where millions of people can connect to each other at the same time addressing masses, the word-of mouth (WOM) or more precisely the electronic word-of-mouth (eWOM) has become one of the most interesting

    In retrospect to the rising internet participation analyzing unique characteristics and aftereffects of eWOM has become an interesting field for marketers. To clearly define eWOM Henning-Thurau et al.(2004) determines electronic word-of-mouth as "any positive or negative statement made by potential, actual, or former customers about a product or company, which is made available to a multitude of people and institutions via the Internet" (Henning-Thurau et al., 2004, p. 39). My further investigations will concentrate on eWOM in social media especially in networking sites ( e.g.

    • Essay length: 4009 words
  6. Noode

    The approach is to develop a marketing plan to launch Noode skin care range in UAE. In order to understand the operating environment External and Internal Audit was conducted and SWOT analysis was performed to identify the major differential advantages Noode is holding as compared to the weaknesses and use the same to the advantage in the marketing for the launch of its Skin care line with its attractive brand image in US and pricing strategy. Marketing Mix has been designed to aid the achievement of overall marketing objective for the sale of the Noode skin care line via targeting the right people and offering them with the improved range of products.

    • Essay length: 5003 words
  7. Walmart

    Wal-Mart Stores Inc. 1. The Adolescence of Wal-Mart: The company was founded in 1962 as a single Discount Store in Rogers, Arkansas, by a visionary and by the time legendary man named Sam Walton. Since then the chain had been growing at an unrivaled rate, starting with 9 stores and total sales of $ 1.4 million, now about to finish the fiscal year 1998 with total sales of US $118 billion and 2,136 stores. The company consists of discount stores, SAM's Wholesale Club (introduced in 1983, Midwest City, OK), Wal-Mart Supercenters (1988, Washington, MO)

    • Essay length: 9663 words
  8. Southwest Airlines Marketing Strategy

    The U.S. airline industry starts its history with Tony Jannus in St. Petersburg, who conducted the United State's first scheduled commercial flight on January 1st 1914. By the 1980s, almost half of all flying in the world took place in the U.S. 2.2. Industry Size and Growth U.S. Airline Industry facts according to 2006 Economic Report prepared by Air Transport Association (ATA), the nation's oldest and largest airline trade association: * 141 Airlines: 20 - Revenue above $1 Billion, 32 - Revenue between $100 Million and $1 Billion, 89 - Revenue below $100 Million * Passenger Enplaned - 744.1 Million

    • Essay length: 4738 words
  9. Selfriges Marketing Analysis and Strategy

    Selfridges' mission is to provide customers with a "standard for up-to-the-minute style, lasting quality and exceptional customer service" (www.selfridges.com/en/StaticPage/Affiliates/) and its vision is not only to be the most famous UK's retailer but to be a business of entertainment and the marketing plan for the year has its base on these aspects of the company. 2. Marketing Audit 2.1 Macro Environment The macro environmental factors that may affect Selfridges' strategy in the following year were identified and analysed below. 2.1.1 Political Factors Factors Effect on Industry Implication E-commerce Government support for more secure online transactions.

    • Essay length: 5242 words
  10. This report shows a marketing mix for the Apple iPhone, with the purpose of introducing the iPhone to the Southeast Asia market for the first time.

    And after considering the available strategies the report is concluded with the most appropriate strategies which the Apple can use for its marketing of iPhone to the Southeast Asia Market. CONTENTS ACKNOWLEDGEMENT 1 EXECUTIVE SUMMARY / ABSTRACT 2 INTRODUCTION 4 SWOT ANALYSIS 5 PEST 6 MARKETING STRATEGIES 7 * PRODUCT STRATEGIES......................................................................7 * PRICING STRATEGIES.........................................................................8 * PROMOTION STRATEGIES..................................................................9 * DISTRIBUTION STRATEGIES...............................................................10 CONCLUSION..........................................................................................................................11 REFERENCES...........................................................................................................................12 APPENDICES............................................................................................................................13 INTRODUCTION The newest product of Apple, the iPhone combines three amazing products. This means it plays the functions of a mobile phone, an iPod and internet device.

    • Essay length: 2187 words
  11. Nokia marketing strategy. In order to structure a strategic marketing strategy for Nokia, various customer surveys were analyzed to understand the different needs and issues faced by the customer in todays cell phone arena.

    2.0 Introduction Nokia Corporation is one of the leading telecommunication equipment manufacturers in the world. The Company's offering includes high-end mobile devices, telecom equipments and mobile content services (Datamonitor., 2011). The Headquarters of Nokia is situated in Finland and has operations all around the world. The company currently employs 139,000 employees around the globe (Nokia., 2012). Nokia's mission is - Connecting People and Nokia's goal is to build greater products that enable billions of people worldwide to enjoy more of what this world has to offer (Nokia., 2012). The timeline below highlights the key changes in the history of Nokia.

    • Essay length: 3362 words
  12. Market analysis for Trung Nguyen Vietnamese Coffee Company's Expansion into Europe.

    The eligibility for a perfect competition includes: a) There are a lot of buyers and sellers and none of them can have any significant effect on the quantity supplied or the quantity demanded. b) The market price is fixed by the total quantity supplied and the total quantity demanded. c) No barriers to entry or exit. It means that if you want to come into or leave a market, you can do it easily without worrying about the incurring high costs. Two popular barriers that the government often applies are taxation and technical standards.

    • Essay length: 5944 words
  13. Marketing report - The objective of this report is to find out customer awareness, perception, and opinions on Vifons instant noodle foodstuff.

    However, its position now has been seriously decreasing because of the appearances of a lot of competitors like Vina Acecook, SG Ve Wong, and Unif President. I want to investigate the belief and satisfaction of customer toward Vifon's product. That is a reason why I choose Vifon to perform this market survey report. This report also enables Vifon Company to propose better plan for strategy in the future. GOAL AND OBJECTIVE > This report's goal is to identify the satisfaction and a tendency in consuming Vifon instant noodle foodstuff of the consumers at the present and in the future.

    • Essay length: 2467 words
  14. The Purpose of this Report is to strategically analyse the competitive situation affecting the European Tourism Industry. Each force is discussed separately and in the order laid out by Grant (2009).

    Although online travel agencies have gained popularity through the recessionary years, due to consumers becoming more price sensitive, operators such as TUI have maintained growth within the market by offering differentiated packages, such as the Thomson couples concept which includes child free hotels (TUI website 2012). Travel operators are therefore required to make the most efficient use of their resources by focusing on their core competencies to gain competitive advantage. Threat of entry is also reduced by the high capital requirements of setting up in this industry.

    • Essay length: 2277 words
  15. The report discusses the relevance of adopting the marketing audit and the key external factors affecting the organisation of my choice (Argos LTD) and the industry that it operates within.

    In order to understand the external market of any organisation it is crucial that we differentiate between the macro and the micro environment. Throughout the years, increased rapidity of change within the external environment has brought about an ever increasing focus on all aspects of the PESTLE analysis, the most common tool used to analyse the Macro environment." PESTLE analysis is a useful tool for understanding the "big picture" of the environment, in which the organisation operates, and the opportunities and threats that lie within it" (RapidBI.2007).

    • Essay length: 2580 words
  16. Papa John's Pizza Restaurant Case Analysis

    This is all part of the their goal of having "better pizza, better ingredients" it provides a better quality pizza for its customers but comes at a higher price. At the business level the individual stores use a just in time method to order things from the commissaries or quality centers. The just in time method is an inventory system in which suppliers deliver parts just at the time they are needed by the buying organization to use in its production process.

    • Essay length: 1379 words
  17. A critical analysis of cross cultural celebrity endorsement: David Beckham

    As a result, this glamorisation has enabled celebrities to be easily recognised. For instance, Jamie Oliver school dinners offered a moral platform that elevated his celebrity status earning him an estimated £ 1.2 million. Sainsbury's has taken advantage of this by using him to endorse consumer products. Such advertisements are estimated to have given Sainsbury an extra £ 1 billion worth of sales ( http://en.wikipedia.org/wiki/Jamie_Oliver ) . Such success is largely due to the fact that celebrity endorsements has the ability to penetrate extremely busy and cluttered advertising spots , draw consumer attention , generate high recall rates, sales and profits (Agrawal and Kamakura 1995 Erdogan 1999; Gabor, Jeannye, and Wienner 1987; Kaikati 1987 ;).

    • Essay length: 5592 words
  18. An analysis of UK loyalty card schemes with particular consideration of their long term future.

    Figure 10. What was the reason for applying for the loyalty card?.............. Figure 11. What encourages you to shop at a particular store?.................. Figure 12. How many loyalty cards have you disposed of in the last six months?........................................................................................................ Figure 13. What were the reasons for disposing of the cards?.................... Figure 14. How many loyalty cards have you disposed of in the last six months?......................................................................................................... Figure 15. What were the reasons for you refusing the loyalty card?........... 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 List of Tables PAGE Table 1.

    • Essay length: 7202 words
  19. This paper will focus on Facebook as the primary social media-networking channel. Following with a discussion of advantages and disadvantages of using Facebook as a marketing tool.

    This paper will focus on Facebook as the primary social media-networking channel. Following with a discussion of advantages and disadvantages of using Facebook as a marketing tool. Facebook is a social networking website which were launched early 2004, it has radically changed the ways of how people connect with one another. The last research had shown, in July 2011 Facebook had over 750 million active users. It is one of the most dominated sites in the western world with indication of it accounts for almost 10% of total time spent online by the U.S web users.

    • Essay length: 786 words
  20. Analysing Germanys wine market as a target for Australian wine exporters

    Competition within German wine market The German wine market is very competitive and highly fragmented with the top three players holding a market share of 28.9 per cent by volume (Datamonitor, 2010). Revenues generated in German market are very poor in recent years (Datamonitor, 2010), which tends to intensify rivalry. Major domestic players can offer their customers a wide range of wines with consistent quality and supply, resulting in them successfully defending their market share. This usually involves high fixed cost for the mass-production, which is some small wineries cannot compete.

    • Essay length: 3115 words
  21. Grassroots Proposal for DC Brewing Company of Washington.

    Imported beer sales are down 9.5% in the first 6 months of 2009. Growth of the craft brewing industry in 2008 was 5.9% by volume and 10.1% by dollars. The craft brewing industry produced nearly 8.6 million barrels of craft beer in the US in 2008. The craft brewing sales share as of December '08 was 4% by volume and 6.3% by dollars. Total US craft brewing industry annual dollar volume is $6.3 billion. The US brewery count of 1,525 on July 31, 2009 is the highest total in 100 years. Source: Brewers Association According to the blog the AccidentalHedonist.com, "For the micro-brew fan, the best beer out there is the one they haven't tried yet."

    • Essay length: 2777 words
  22. Marketing Research for an iPad competitior.

    Moreover, Edge's Thor also provides HD screen, blue tooth, word processor, USB and handwriting input. Thor puts customers in control of any situation. Specs Size: 200.4mm x 137mm x 13.2mm Weight: 537 grams with battery CPU: Intel Dual-core Display: Multi-Touch display with Retina technology 1024-by-768-pixel resolution at 132 pixels per inch Screen: 8.5 inch touch-sensitive screen Colour: metallic grey, pink, white, blue, red, purple, black, gold, silver Price: £319(16G)?£399(32G)?£479(64G) Macro Environment 1. PEST analysis National Political 1.The OECD noted that has less barriers to firm in the world, such as Product Market Regulations (the ranking is 5th)

    • Essay length: 4416 words
  23. Contemporary Brand Management Assignment: Guinness

    In other words, Diageo, the owners of Guinness, can charge a higher price due to the brand holding a more advanced perception of quality. 2.2 Background of Guinness The Guinness brand is owned, among other brands such as Baileys and Smirnoff, by the large drinks manufacturer Diageo. Guinness is a traditional stout brewed in Dublin, Ireland which has a market presence in over 150 countries including Ireland, US, UK, Nigeria, Brazil and Ethiopia. It fits into the alcoholic beverage sector on a global basis but mainly into the stout/ales sector.

    • Essay length: 4262 words
  24. Apple Brand Management Case Study.

    Although Apple started out as a computer company rivalling market leader Microsoft, it has successfully reinvented its brand identity slowly overtime to suit the changing trends and times becoming the market leader in the mobile market. Apple, from a brand architecture viewpoint, has a 'monolithic' brand identity. Everything within the Apple Company has the same brand identity which is uniformed investing strongly in the Apple 'i' products. The company have statements on their website that radiate confidence, "it's the most amazing iPhone yet," (Apple, 2012)

    • Essay length: 3115 words
  25. Euro Disney Case Study. This article compares the culture differences between the United States and France, and analysis the mistakes made by Euro Disney while translating its experience of the previous theme parks to another country.

    High Power Distance indicates that society is differentiated into classes and people understand "their place" in the society. Low PD means that information is widely shared and power is well dispersed. It also reflects that people view themselves as equals.According to Hofstede (2003), The United States has a Power Distance scores 40 and France scores 68. As an example, the acceptance of the strict appearance code provided by Disney is high power distance. Individualism:This dimension reflects the degree of individuals is integrated into groups. With high Individualism score, there is a lack of sharing of responsibility; people are only look after themselves, family and perhaps a few close friends.

    • Essay length: 1626 words
"

"The best marketing doesn't feel like marketing."

-Tom Fishburne

A good marketing department is the engine of any business. If you're ambitious, inclined towards the business world, and enjoy learning about other people's motivations, a university degree in marketing might be perfect for you. You can study marketing on its own, or joint with another subject like management.

Writing is crucial to success in a marketing degree. Persuasive, snappy prose will go a long way towards showing your professors that you understand the subject. To refine your writing, consult Marked by Teachers' collection of marketing essays. Benchmark your essays against our teacher-marked examples, and you'll quickly learn how to edit and structure your work. At the end of the day, you'll see great ROI in the form of higher marks.

Some degrees will be more focused on business, while others will emphasise media and communications. Regardless of the specialty, a marketing degree will give you a better understanding of consumer behaviour and branding, and leave you ready to pursue a wide range of careers in business.

"

Conclusion analysis

Good conclusions usually refer back to the question or title and address it directly - for example by using key words from the title.
How well do you think these conclusions address the title or question? Answering these questions should help you find out.

  1. Do they use key words from the title or question?
  2. Do they answer the question directly?
  3. Can you work out the question or title just by reading the conclusion?
  • "Every diversification decision is an entry decision" - Discuss this statement in terms of its implications for the success of new business diversification.

    "In conclusion, every diversification decision is indeed an entry decision. The new ventures have to continuously and consistently demonstrate their executions on growth and innovations and build up barriers preventing competitors from imitating, and have to accumulate more competitive advantage while developing better dynamic capability during the course of industry evolution."

  • Look closely at the club 18-30, Superfamily and forever young brochure pages. Analyse how language, layout and other features are used to target specific audiences.

    "target audiences too. To conclude with I will be comparing the three adverts and how they differ from each other. The 'Club 18-30' adverts starts of with very clear chatty language, this appeals most to younger people as they are less mature and prone to using such slang language. The 'superfamily' advert is a much more formal approach using normal informative language about the range of services they can provide. Finally the forever young advert focuses more on the geographical features of the island to push forward its services. The layout of the adverts also differ, the club 18-30 advert is quite plain but uses sub-headings to structure its text. Superfamily uses small paragraphs and bullet points to clearly separate its factual information into suitable categories for all of the family to be able to read. Forever young has two paragraphs of information about the surroundings of its hotel, with the same idea as Superfamily to list the available resources that can be used at the hotel. By changing and altering the way the text is implemented to the reader we can change the type of target audience, by the type of language used. Companies use this depending on which type of audience they are trying to target ."

  • Home ownership is " a form of housing provision characterised by unevenness and inequality rather than homogeneity and uniformity of benefit and experience" Discuss

    "In conclusion it can be seen that homeownership does promote inequalities. Inequalities are created between homeowners, those who rent and those who live in council houses. There is unevenness within homeownership as it is seen as a status symbol. For instance a private home in Newlands in Glasgow is looked upon differently to one in Easterhouse. A house in London costs more than it would in Glasgow. You can pay a lot of money for a small house in London, and the same amount of money would get a much larger house in Scotland. This is an example of the unevenness throughout the private sector. There is also social exclusion for those who don't own their own houses, although the government is trying to combat this inequality. There are inequalities and unevenness throughout the housing market but also throughout the private sector itself. There is no homogeneity as is suggested by Forrest, Murie and Williams's only inequality. There is certainly no benefit of experience as more and more people are getting into mortgage arrears and having their homes repossessed because of money being lent out too eagerly. The "benefit of experience" would suggest that we learn from mistakes but just now it seems to be the opposite with still too few taking out insurance against repossession and mortgage arrears."

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