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University Degree: Marketing
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In view of the dynamic nature of the marketing environment, to what extent do you consider consumers to be, in practice, central to marketing activities
Finally, a conclusion is drawn. The nature of the environment within which marketing takes place Marketing environment involves a microenvironment and a macroenvironment. In the microenvironment, managers cannot achieve their goal on their own. Therefore, their achievement will depend on other factors. Microenvironment affects the organization or firm directly. It consists of the company, suppliers, marketing intermediaries, customer, and competitor. For the company, it should have a perfect structure of a company such as top management, finance, research and development, purchasing, manufacturing and accounting.
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The main advantages associated with implementation of co-branding are the possibility of jointly communicating brand image and reputation in a global market where consumers tend to have similar preferences and coherent lifestyles. The strategic cooperatio
Literature Review In recent years, regardless of mobile industry, car industry or at other industry, co-branding has been widely used by business. Co-branding has become a trend in the future which could extend the company's customers and also benefit the company in long-term. Co-branding could be explained as a marriage, if the company chose the wrong partner that might affect the performance of the company. On the other hand, if the company made the right decision that the partner could benefit the company not only sales performance but also brand image.
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Historical Background Starbucks The history of Starbucks began in 1971 in Seattle, Washington, when three partners (Jerry Baldwin, Zev Siegl and Gordon Brown) wanted to sell high-quality coffee beans and equipment. They opened a local coffee bean roaster and retailer. It was successful and things began to accelerate in the 1980's when Starbucks became the largest roaster in Washington with six retail outlets. In 1982 a marketing manager was hired, Howard Schultz and after being sent to Milan to attend an international house wares show, he wanted to test out the concept of selling espresso by the cup.
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Some companies establish a matrix organization consisting of both product and market managers. Finally, some companies have strong corporate marketing, others have limited corporate marketing, and still others place marketing only in the divisions. Effective modern marketing organizations are marked by a strong co-operation and customer focus among the company's departments: marketing, R & D, engineering, purchasing, manufacturing, operations, finance, accounting and credit. Companies must practice social responsibility through their legal, ethical, and social words and actions. Cause marketing can be a means for companies to productively link social responsibility to consumer marketing programs.
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This "buzz marketing" aided them in their movement into different global markets. Another aspect of their marketing strategy was their "student brand managers", who would be employed to promote Red Bull on university campuses. Finally they advertised directly to the younger generation. It was these marketing schemes that helped Red Bull set itself as a market leader in the energy drink market. They created and presented the product in a way that was unique to each of their target customers. The biggest credit to Red Bull's success was that it was the first to enter into the energy drink market and can be seen as the leader in the field.
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Analysis of Coca Cola. Coca-Colas vision serves as the framework for their Roadmap and guides every aspect of their business by describing what they need to accomplish in order to continue achieving sustainable, quality growth.
Around the same time, the company began selling syrup to independent bottling companies licensed to sell the drink. Even today, the US soft drink industry is organized on this principle. Until the 1960s, both small town and big city dwellers enjoyed carbonated beverages at the local soda fountain or ice cream shop. Often housed in the drug store, the soda fountain counter served as a meeting place for people of all ages. Often combined with lunch counters, the soda fountain declined in popularity as commercial ice cream, bottled soft drinks, and fast food restaurants became popular. On April 23, 1985, the trade secret "New Coke" formula was released.
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Vietnam Manufacturing and Export Processing (Holdings) Limited (VMEPH) is one of the leading manufacturers of scooter and cub motorbikes in Vietnam. nfluences on VMEPHs making decision for dual-branding strategy
On the other hand, some definitions have described as a business function and also as a business philosophy. For example Dr. Kotler's (1997): "Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others." according to Marketing concept, online book. Another definition which is provided by Adcock et al is related to 4P of marketing mix: "Marketing is the right product, in the right place, at the right time, at the right price", following website marketingteacher.com. This is a more recent and very realistic definition that looks at matching capabilities with needs.
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0 APPENDIX Page 40 1.0 Executive Summary Apple has decided to expand its product portfolio and wishes to take the opportunity to use its extensive knowledge in personal computing and portable audio equipment and create a whole new dimension to the Apple company. Here at Apple Inc. we have decided to develop a High Fidelity home audio entertainment system and use the UK as a launching ground with the view to expand into Europe in the near future. We also recognize the potential to have another worldwide must-have such as the iPOD.
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It was essential to carry out detailed analysis about the market environment where the company will operate in. Moreover, clear understanding about Apple Inc. and its main competitors was essential and information needed to be gathered about product portfolio with emphasis being put on the iPad, as it is the product that the campaign was created for. Apple is an American multinational corporation with a focus on designing and manufacturing consumer electronics and software products. Apple's best known products include: the Macintosh line of personal computers, the iPod and the iPhone. Apple who has an extensive experience in the consumer electronics market through the development of computers, laptops, portable media devices and the smartphone has now developed a
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2. Value Proposition McDonald's Mission Statement is: "to be our customers' favorite place and way to eat" (McDonald's, 2010). In order to do so, McDonald's offer its consumers value in the shape of consistency of quality food, fast service, cleanliness and value for money, better known as the QSC&V. They produce consistent meals in a consistently clean environment at an affordable price as well as delivering a customer experience that has value far beyond good food at a great price. 3. Functional and Symbolic Associations The underlying value of a brand name is often the set of associations and its meaning to people.
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Homogenous products are identical products or business e.g. aviation all airlines prove one service which is to get their customers from one location to their destination and most customers have no preference or specific type of airline that they want to travel with, most customers will just look for the cheapest airline. In such type of competition most of the companies use Push strategy, i.e. huge efforts will be done through their sales team, the main focus is the product availability.
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As of 2009 the internet in the United States has an average speed of 5.1mps (US Ranks 28th, 2009). This explosion in speed over the past few years has given online users instant access, though high-speed connections, to high quality, interactive content such as social network sites, video sharing sites such as You Tube, and a much more robust shopping experience. November 2007 was the first indication that a shift was occurring. At this time online video use exceeded email use for the first. This was followed up by social networking in February 2009, also exceeding email use (Wayne, 2009).
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Using at least one example and referring to at least three sources, briefly explain why organizations change the goods or services they provide.
Increased competition acts as an incentive for change because an organization must equal or surpass other rivals in the industry to sustain a competitive advantage in efficiency, quality, innovation or customer responsiveness. Managing change is very important when competing for customers (Pham, 2009). Economic, political, and global factors influence change, the North American Free Trade Agreement (NAFTA) and other economic unions, are significant enforcers of change. The European Union (EU) has increased to 27 countries. Production in an EU country eliminates tariffs, so Japan produces cars in England to escape foreign tariffs (Pham, 2009).
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Ecommerce can be dividing into four main categories: B2B, B2C, C2B, and C2C. E-commerce is clearly defined is a part of method of using E communication and computer technology to performance business.
Many businesses use e-commerce for the direct selling of goods or services online. Every transaction handling through the internet, including order confirmation, invoicing and payment, and deliveries and returns. It gives more advantage for customers and organization. When companies introducing the new product using the e commerce, email campaigns or online advertising it help to attract visitors, to company web site. And improving the company sales limit. Organization can also use the internet to automate aspects of customer support to reduce the number of routine customer service calls. Aspects of E-commerce Law New E-Commerce laws 1.
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Pricing and marketing. The pricing is a important factor in marketing both in getting the product accepted by the target market, and in generating sufficient revenue for the organisation.
* Taxation (e.g. V AT) * Cost of borrowing or credit for expensive items * Delivery cost * Installation cost * Costs of the product in use (e.g. electricity, spare parts etc.) * Servicing costs * Expected life span of the purchase before replacement * Depreciation * Pre-qualifications required (e.g. license to purchase a gun; school leaving mark sheets and certificates for talking admissions in a college course) IMPORTANCE OF PRICING Pricing is the process of determining what a company will receive in exchange for its products.
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The duration of this project may spend up 12 months. The project expected will bring 30% profit for the first batch of the overall investment. Section 2.0: Product and Service Description Go Ahead Watch Our product will have several functions which are: 1. Display accurate time 2. Work as sole electronic payment system (EPS) 3. View payment balance figure, LRT schedule; calendar, weather, traffic condition, lottery and sport result 4. Work as guard against theft device 5. Provided security password control 1.0 Display accurate time The Go Ahead watch will show digitalized form in hour, minute and second in the high resolution screen.
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The report contains the following: * Analysis of the current market trends; supported with recent statistics and market data * Environmental analysis of how external factors will affect our brand * Analysis of our direct competitor - lululemon athletica * Overview of the key target segment including objectives, target profile, and buying behaviour * Description of NRG with a marketing plan to strategically launch and position the label effectively * Financial forecasts for budgeting purposes In conclusion, this proposal recommends the launch of the new label - New Revolutionary Green.
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Nokia: How Branding has Contributed to its Success. Nokia Group has been steadily working on its corporate brand name and the management of consumer perceptions over the last few years. Its efforts have paid off, because its now the number one brand in
By producing small, colourful and trendy looking phones they seem to be successful in targeting this given market. Nokia advertises itself as a fashion accessory with an urban image, claiming to be the most fashionable phone of the year. Available in ranges of different colours, their advertisements focus on the benefits of having a trendy Nokia phone. By introducing different colours, it attracts their target market, steering away from their competition with standard black or silver phones. Market Overview Mobile phones have been a huge demand and are ever-growing; almost every teenager and adult own one. After signing a contract with SOL communications, the number of operators to which Nokia supplies GSM technology increases to 78 operators in 37 countries.
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Industry Structure "The term 'telecommunications' describes the communication of voice, data, and images over long distance."1 The Telecommunications industry "offers a wide range of services including cellular, paging, Internet, cable, voice and data communications, and local and long-distance services."2 Telecommunications industry has sub-sectors Based on the medium over which the network provider services it can be divided into sub sectors. (Sub sectors then would be television, radio, fixed and mobile services and the internet for example). The industry is becoming more complex however, as services like television and mobile telephony merge.3 3.
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Americans have seen a 22% decline in its collective net worth. Add this to a high unemployment rate and you have diminished consumer confidence. Consumers will adjust their spending patterns and reevaluate their priorities. A greater emphasis will be placed on affordability and functionality. Donnan states, "Indicators signal that we are entering a new era of nonconspicuous consumption... where less is more; where an emphasis on quality will replace a desire for quantity; and where the pursuit of enjoyment, purpose, and fulfillment will supersede a quest for material success and personal achievement".
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Because of this the few workers that are there have a very short temper and it seems that they don't know how to deal with that situation. We also find that they don't have the right attitude for the job that they are doing. Because of this they treat the students in a very inappropriate manner. And also the secretariat has the tendency to give incorrect information to students, because sometimes a student might have a question and they would tell you that it's on the blackboard, even if that is not the case.
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Generally speaking, energy drinks are marketed towards young people, such as students pulling all-nighters, movers and shakers "on the go" and those who play sports. At the same time, energy drinks made from fruit juices, teas and dietary supplements like ginseng and glucosamine also appeal to older, health-minded consumers. NEW-PRODUCT DEVELOPMENT AND PRODUCT LIFE CYCLE STRATEGIES New Product Development Process Extreme Energy drink is formulated to give the consumer an energy jolt by using a combination of methylxanthines, B vitamins, and exotic herbal ingredients.
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This includes all business activities within an organization both internal (Intranet) and external (Internet). The latter is often associated with selling of products and services online, that is E-commerce. Microsoft clearly defines e-commerce as "the use of the Internet, especially the World Wide Web, as a commercial sales and marketing medium". The e-commerce is more specific than e-business, and we can basically consider it as a subset of e-business. Likewise, mobile commerce is e-commerce through mobile telecommunication networks, may be viewed as a subset of e-commerce.
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