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University Degree: Marketing

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  1. Analysing the Production Techniques of Golden Wonder

    This chart shows directly how the money spent on advertising and promotion effects sales. As you can see in a branded snacks market the money spent on advertising and promotion correlates very closely to the sales of the products. This is why golden wonder have been increasing there sales and promotion every year to get a bigger hold on the snacks market. Recently golden wonder have only concentrated on promotion for the snacks side of the market and not of the traditional crisps market the reflects the increase in the snacks market and the decrease in the traditional crisp.

    • Word count: 2982
  2. Discuss different strategies which Coca-Cola and Pepsi adopted against each other and their behaviour towards local soft drink producers in Germany, Italy, Japan, France and the UK.

    Theoretical Analysis With Coca-Cola and Pepsi being almost identical products, the market they operate in can be considered to be oligopolistic. This means that there are only a small number of large firms that dominate the market. Why is this the case? Well as Coca-Cola and Pepsi both spend vast amounts on advertising, there are certain barriers to entry for new firms. For example Pepsi spent a whopping $1.9bil. on advertising in 1996. Including the fact that both companies have well established links with other companies such as Coca-Cola's ties with McDonalds and Disney, and Pepsi's with KFC, Pizza Hut and Taco Bell (AKA Tricon).

    • Word count: 2179
  3. Marketing Mix

    The new product I 'm marketing for is a new Cadbury's dairy milk chocolatwith hazelnut in triangle chunks. This is aimed at both children and adults.. Range extensions are new innovations within a company's established product range. Line extensions are well illustrated by the introduction new products with varieties. It aims to give fresh impetus to a brand, existing products may be "re-launched" which involves re formulation of the product itself, re-positioning within the market place or representation of the product with new packaging or new sizes. Which is what I'm doing to Cadbury's dairy milk hazelnut to be re - launched in triangle chunks.

    • Word count: 2156
  4. In this assignment we are going to see the segmentation, targeting and positioning of a consumer durable product.

    Market Segmentation. Market segmentation is the division of a market into different groups of buyers who might require different products or marketing mixes. It is the division of a heterogeneous market consisting of buyers with different needs and wants, into homogeneous segments of buyers with similar needs and wants. Therefore, the segments are heterogeneous between (i.e. all the segments are different, e.g. one segment all males, one segment all females) themselves, but homogeneous within (e.g. within the male segment, all buyers are male; within the female segment, all buyers are female).

    • Word count: 2335
  5. Pepsi: Evaluating Opportunities for Integration.

    In other words, is the whole still greater than the sum of its parts? Since Frito-Lay is now a ubiquitous, strong brand on its own, there must be some other synergy in the activities of the two businesses. Pepsi is currently exploring this with their "The Power of One" campaign, which intends to capitalize on the following synergies between Pepsi and Frito-Lay. * Shared overhead. Until recently, Pepsi and Frito-Lay essentially shared no infrastructure. Pepsi corporate now plans to tie these divisions more tightly together.

    • Word count: 2283
  6. This essay will describe the particular context in which modern marketing emerged and thrived and how this context has evolved over time.

    This was caused by the increased rate of unemployment and the decrease in the amount of disposable income available to consumers (Stoddard, 2007). The problem became more apparent and severe during the Great Depression of the 1930?s when even the consumers who could afford the products did not buy them (Eugene, 2002). Around that time marketing was starting to be recognized as a subject worth academic endeavor (Wilkie and Moore, 2003 cited in Egan, 2008:p6). ?Marketers were proposing that demand consisted of more than just the ability to purchase and that it also required desire on the part of the consumer; and this desire could be increased and manipulated by factors other than the mere existence of supply (Bartels, 1976)

    • Word count: 2751
  7. The Consumer Decision-Making Process as it relates to a Consumer whose Mobile Phone Contract is due for Renewal

    Whilst driving he receives phone calls but also uses his mobile as a sat nav. Entertainment is important as well as functionality to him than price. This report will look into the characteristics that affect consumer?s behaviour and their decision-making development to renew a mobile phone contract. The information has been gathered by analysing the Components of the Decision-Making process emphasizing the marketing associations of this, in order to propose relevant marketing strategies to be used throughout the market segment. The Characteristics that Affect Consumer Behaviour Psychological Factor- His choices are influenced by psychological factors; Motivation, Perception, Learning, Beliefs and attitudes are some of characteristics of this specific customer.

    • Word count: 2050
  8. Marketing research. This marketing report focuses on providing marketing advice to Blood Bank of Delmarva (BBD) based on a survey of 200 respondents

    To conduct statistical study of survey data, this report will first determine the variable scales being used for corresponding questionnaire questions. Based on the type of variable scale, descriptive analysis will be conducted in terms of demographic, blood donation, BBD membership and usage, attitudes towards blood donation, satisfaction with BBD and performance of BBD. Marketing recommendations will be provided based on descriptive analysis results to help BBD to improve its marketing strategy and performance. Determination of Variable Scales Definitions for Variable Scales Based on the definitions provided by Stat Trek (2012), the measurement scales being used in this questionnaire can be defined as follows: 1.

    • Word count: 2177
  9. Distinction between e business strategy and e business model and a discussion of their key components.

    The e-Business model also plays the part of a planning tool by focusing managements on how all the elements and activities of the business work together as a whole. In essence an e-Business model could be a diagram outlining how the business generates revenue, how cash flows through the business and how the product flows through the business (Directory, 2011). Strategy on the other hand is defined as ?a particular long-term plan for success" (Collins English Dictionary, 1999) so unlike the e business model, strategy focuses more on the steps a company will take in order to ensure long term success.

    • Word count: 2787
  10. Reasons for Apple's Success.

    They seem to come out stronger and better every time leaving people speechless. Apple?s come a long way from making circuit boards, Steve finally decided he had to create a product that would place his company on the map and that people would die to have. His goal was to develop his brand and company in a positive yet effective way by making easy to use products, just like how Job?s re-invented the Apple I into the Apple II. ?Jobs?s mission was to bring an easy-to-use computer to market, which led to the release of the Apple II in April 1978.

    • Word count: 2488
  11. I will analyze the marketing activities of Caravelle hotel one of the biggest 5 star hotel in Vietnam, using the 7Ps model.

    The hotel introduction Carravelle is one of the top 5-star-hotel in Ho Chi Minh city (former name was Saigon), Vietnam, which is located right in the city center. Opened in 1959, Carravelle has a long parallel history with the city during Vietnam-war. Nowadays, Carravelle is the favorite destination of Vietnamese who live abroad or foreigners who want to know more about the story of Saigon. From the French architecture, in 1988 the Caravelle was renovated into a luxury and modern hotel, where was the destination for the former president of the United States ? Bill Clinton, the princess Anne

    • Word count: 2880
  12. Consumer behavior and the marketing of Cartier jewellery.

    Albert I of Belgium, Duke of Windsor (Prince of Wales, future King Edward VIII at that time), King Fouad I of Egypt and King Zog I of Albania (cartier.co.uk, 2012) The company had always been under control of Cartier family members until 1972. It was taken over by group of investors led by Joseph Kanoui. (cartier.co.uk, 2012) Cartier has been producing many beautiful collections. In present, there are nineteen collections available for customer to choose. Figure 2.1 (cartier.us 2012) Figure 2.1 is illustrating three of Cartier?s famous collections: 1.

    • Word count: 2989
  13. Business Organization and the importance of marketing.

    Advertising is to alert these audiences about the availability of brands including variety of products and services in the market (Curtis. A, 2011). Advertising is one of the most famous and important social trend in today?s market, it stimulates a number of different activities which includes consumption, lifestyle, economic activity models and a certain value orientation. In today?s market, consumers are easily confronted through numerous doses of advertising in multiple media. Therefore with these doses of advertising daily, it is presumable that it will affect individualism and society as a whole (Studymode, 2011).

    • Word count: 2370
  14. Marketing analysis of Wal-Mart

    The founder of Wal-Mart was Sam Walton. This company was created in 1962 in Arkansas. Walton pursued a budget retail strategy from the outset, sourcing from only the cheapest suppliers and locating Wal-Mart stores outside regional centers. Wal-Mart's organizational culture bore the mark of its founder and its rural origins. Wal-Mart praised small-town and (to some degree) Christian values, including loyalty, hard work, conformity, and patriotism, and it maintained a gendered division of labor such that most service-oriented employees were women while most managers and executives were men.

    • Word count: 2114
  15. Case study: Red Bull is still the leader in the energy drink market, but some of its market share is starting to be taken away

    at a price that is the same or even lower. If Red Bull came out with different flavors and different types of drinks it would broaden the options they have to offer in the energy drink sector and break into other drink sectors. Not only would this help Red Bull to make more money, but also it would minimize risk by having Red Bull diversify itself. For example if the energy drink market were to take a major hit because of government regulations they also be in other markets, so they wouldn?t be hit as hard.

    • Word count: 2517
  16. Fast Food Nations

    and also provides various reports and information about the working conditions at meatpacking plants and the slaughter houses. The fifth chapter of the book speaks about the making of French fries, one of the most favorite and ordered snack at a fast food and especially about a person named J.R. Simplot. The reasons for speaking about a specific individual is because, it was in his factory which was situated in Idaho that most of the frozen French fries are made and are shipped to most of the fast food restaurants all across the United States.

    • Word count: 2932
  17. Global Marketing Segmentation.

    It is in a company?s best advantage to offer products and services that are personalized to each and every one of their customers. In most circumstances this is something that cannot be done. It is imperative that marketers seek out others methods to try and offer products and services; that are personalized for different groups, ages, cultures, social economic statues, or more simply, segments of the market. Last century?s standard of mass media advertising focus is not longer viable in the more unpredictable 21st century markets.

    • Word count: 2188
  18. Determine the suitable methodology for collecting data from a representative sample of the Queensland female population in order to evaluate the impacts of the Women in the Smart State Directions Statement 2003-2008.

    1.2 Managerial Problem Statement In terms of this case, the Queensland Government would like to advance Queenslanders to balance work, family and lifestyle; therefore, DLGPSR launched a campaign on 27 November 2003, especially for women. In addition, the state government plans to report on progress in implementing the Directions Statement every two years. It is said that the state government needs to evaluate the effectiveness of the campaign, and the major problem the government might face is whether or not it should persist in executing the campaign.

    • Word count: 2578
  19. Marketing Strategy - Samsung

    ________________ Table of Contents Executive Summary Discarding a failing strategy Evolution of a new Samsung Developing a Premium Brand Alternative Value Propositions Getting Noticed References ________________ Discarding a failing strategy Until 1998, Samsung relied on a strategy of competing on price with products that were based on technologies that had been developed by other firms. Samsung was generating a majority of its profits from the lower priced appliances that consumers bought since they could not afford a higher priced brand such as Sony or Mitsubishi.

    • Word count: 2072
  20. Marketing Mix Strategy Analysis of Apple iPod

    The advent of mp3 format gave way to more music storage and gave portable audio devices more market space. IPod was the introduced by Apple Inc. which has conquered the market and has become synonymous with the meaning of portable music player. Apple Inc. was previously into software and hardware markets for PCs but was only a niche player. There products were known for design and coolness and players like Windows and Dell were eating away them and they were running into losses.

    • Word count: 2524
  21. Visit a local retailer and examine two competing products from a single category,What inferences do you draw from the brand names and symbols? Do the brand names accurately characterize each products features and benefits?

    The brand symbol for Darlie is a dark-skinned male wearing a top hat. I would infer from both the brand name and symbol that this toothpaste grants the user shiny and glittering teeth resembling an African descent. This is due to the popular misconception about them having whiter teeth due to the colour contrast between their teeth and their dark skin. Primarily due to diminutive functional difference between competing products, companies nowadays emphasises greatly in enhancing brand name as consumers tends to bases product differentiation more on the brand name than the product benefits (del Río, Vázquez, Iglesias 2001, 455).

    • Word count: 2724
  22. Use Porters five forces model to assess the attractiveness of the bottled water industry in South Africa

    Buyer Power: Buyer power is defined as the power that the buyers of a product have on the price of the product. For instance a single person may have no effect on the buyer power of a brand, but a large retail store such as Shoprite or Checkers who buy in bulk may have a very strong buyer power and are able to negotiate special deals/prices on their purchases (Morningstar 2012). The buyer power of bottled water all depends on the demand that there is for the bottled water.

    • Word count: 2319
  23. Manufacture and Marketing of a New Breakfast Cereal in Australia

    Shannon (2000) suggests that traditional practices promoting brand loyalty, as advocated by Kotler et al. (2009), may have limited future success and highlights ?Salience?, or achieving awareness and use as the key to brand growth. Linn (2010) offers the thought in ?General Theory of Marketing? that the central feature is the ?Transaction of buying and selling? based on the perceived ?value? of the product by the buyer. This perception, which is underpinned by ?brand image?, is subject to such fluctuations as needs, financial situation, experience and taste.

    • Word count: 2367
  24. Public relations:The objective of this report is to measure the results of BP's PR activities using 10 media clippings

    Number of Audience exposed: possibly thousands, however, unable to be fully ascertained. Media Impressions: The number of times the message appeared in the medium was once and possibly read by thousands. Tone: Negative. Potential Audience: Thousands. Article Length: Just over 100 column-inches. Content: BP earnings performance, investment, and the company's plans, with no mention of competitors. It is an article. Sector Analysis: The oil and gas industry it is a fierce and competitive industry with a constant global race to drill and capitalise on new markets.

    • Word count: 2246
  25. Ben & Jerry's Marketing Strategy

    Ben & Jerry?s are very proud to commit to a wide selection of social, environmental and economic projects on a local, national and international scale; these are all advertised on the company website as well as gaining coverage in many news articles within the area the project is involved with. The company website also includes three mission statements; the product mission, the social mission and the economic mission, each providing the basis of what the company is founded upon. All of the things concerning these mission statements are all included as part of the Ben & Jerry?s product, which in essence means that by purchasing the ice-cream product you support the social and economic mission of the brand.

    • Word count: 2723

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