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University Degree: Marketing

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  1. The underlying theme of this report was the determination of the viability and sustainability of a market for the product "Laser Shot Technology". Laser Shot technology uses computer simulations to aid with accuracy shooting and overall gun handling. Th

    The goals for viability included stability of the markets and the growth potential of market segments. The economic, sociable and environmental sustainability of market segments were tested and the results show that the market is sociably and environmentally sustainable, however further research needs to be conducted to determine economic sustainability. The research consisted of a sample (n= 100) of respondents chosen throughout the Garden Route. These respondents consisted of students, gun owners and hunters. Questionnaires were distributed to establish important factors, current training session content, cost and time of training sessions and preferred frequency of training sessions.

    • Word count: 6990
  2. Samsung Case Study - the process of the introduction of new products

    Samsung followed this pattern since 2003 when Chairman Lee Kun Hee noticed that Samsung products were cast in the shadows of other brands such as Sony Corp. He ordered that managers should concentrate less on saving costs, and more on designs and unique innovations. Thus the "design-orientated" strategy came into play and consumer research was catapulted to the front (Cravens & Piercy, 2009: 533). Now, researchers across major trend-setting cities in the world watch, experiment with, and monitor consumers to determine needs even before consumers are aware of those needs.

    • Word count: 1747
  3. The case is about the rivalry between two of the biggest companies in the world, Coca Cola and Pepsi. It is a battle which started in the early 1990s and which still characterizes the soft drink industry; but, as a former CEO of Pepsi said, it is a bat

    Despite the mentioned negative trends, the soft drink industry remained an attractive industry for both concentrate producers (CP) and bottlers. These two parts of the industry are extremely interdependent, sharing costs in procurement, production, marketing and distribution: so, because of operational overlap and similarities in their market environment, we can include both CPs and bottlers in the definition of the soft drink industry. In 2004, CPs earned on average 30% pretax profits on their sales, while bottlers earned on average 9% profits on their sales. The difference in their revenues can be easily explained by the analysis of their costs: concentrate production does not require particular on-going investments, but rather an initial effort to create a recognizable brand

    • Word count: 1845
  4. This report is about ITEC, an IT specialist company from Spain and its new franchise business in Spain, called portal de tu ciudad. The company wants to enter the UK market because of the success it has had in the Spanish market. The report analyzes

    In addition, Hax and Wilde (2001) reinterpret the five forces through the Delta model. Yeo and Huang (2003) explain the advantage of the five forces, which gives industries a 'complete map about the level of strategic competitiveness'. The five forces comprise of: threats of new entrants, bargaining power of suppliers, bargaining power of buyers, threats of substitute products/ or services and rivalry among existing firms. ITEC should implement the Porter five forces of competition because it analyse its external competition to examine the marketplace, also the five forces shows ITEC how to be competitive in the marketplace.

    • Word count: 2115
  5. Customer Relationship Management. Mini-project on the Halifax Bank

    On the basis of "reputation and recommendation" the Lloyds Banking Group aims to be the best financial services provider in the UK (Lloyds Banking Group, 2009). Despite this, both Lloyds TSB and HBOS will continue to operate as separate entities for the time being. In 1997 Halifax was its own brand and operated as the UKs biggest building society. Halifax then demutualised and became a bank, before merging with Bank of Scotland in 2007 to become a brand name in the HBOS group (Lloyds Banking Group, 2009).

    • Word count: 4056
  6. Marketing Dissertation. An investigation of Celebrity Endorsement, with particular focus on the long-term marketability of celebrity sports personalities

    For this reason this paper aims to further our understanding of the area in a way to add value to the industry. In particular for sports celebrities who are no longer active within their field of expertise, i.e. those who are retired professional athletes. In order to gain the required knowledge a hybrid approach to the research has been undertaken, there was a combination of desk, interpretive, and positivistic research. The desk research used a combination of sources in order to synthesise the current knowledge within this subject area, and a good foundation to base the rest of our research on.

    • Word count: 23446
  7. Discuss, with reference to current authors, what is meant by a marketing orientation and/or a marketing oriented company. Illustrate your answer with examples of products or brands of your choice.

    The product will vary depending on the target market i.e. the quality of a product will depend on who the target market is. Take Tesco for example, they offer their customers the choice of buying 'Tesco Value' foods which are a cheaper inferior good which act as alternative to branded normal goods. They are aimed at customers with a lower income and smaller budget. When designing a product or service a company must look to attract customers and try to offer something different, something that would make customers want to buy their goods as apposed to a similar company offering similar goods, they must try and find a unique selling point.

    • Word count: 2715
  8. Buyer Behaviour Theory - In the case of Ajzen and Fishbeins, their theory, the theory of reasoned action (TRA), has found links between general buying behaviour and particular factors that affect this.

    This will link in with strength of beliefs and evaluation of outcome as when choosing what to spend your money on, those who are addicted and who think that buying cigarettes is a necessity and very important will purchase them whereas someone who is unaffected by this example of perceived control wont. Fazio et al (1984) and Fazio and Williams (1986) introduced the speed of access theory. This states that some attitudes are near to the surface of the memory than others consequently influencing our decision on what to buy.

    • Word count: 2080
  9. McDonald's Marketing Mix

    Recently, McDonald's have also use penetration pricing, for its breakthrough into the coffee market. For a few hours in the early morning, customers can try a small coffee for free. Lockyer, Sarah E. Nation's Restaurant News; 8/4/2008, Vol. 42 Issue 30, p1-9, 2p, 1 Color Photograph Place: Products and services are offered in stores with seating available and drive through locations conveniently placed along highways. McDonald's is the world's largest owner of corner lots. This can be advantageous in that customers from a wider range away from the store can see it and consider dining there.

    • Word count: 989
  10. Marketing Case Study of Easy Jet.

    In August 2002 easyJet expands its fleet and routes by acquiring British Airways' low-cost subsidiary Go. In October 2002 the airline signs a deal to purchase 120 Airbus, which will facilitate the airline's ongoing growth strategy. Up until now, one of the cornerstones of the easyJet's low-cost model has been to operate a single aircraft type fleet - which so far has been the Boeing 737 series - because uniformity means efficiencies in training, maintenance and operating costs. However, easyJet's new deal with Airbus is being viewed by the company as "stunning" as the additional costs, which incur through the new type of aircraft are "far outweighed by the financial benefits of this deal".

    • Word count: 4034
  11. The aim of this report is to provide details regarding the marketing rationale behind the television advertisement we produced.

    To achieve a postmodern approach we tried not to include a rational sequence to the scenes, common sense, monologues or discussions. On the other hand, we included brand presentation, a dynamic mission statement as well as bold, colourful pictures, motion, humour and fast-beat music. The latter four aim to create an excited mood to the consumer's psychology. All of the above showcase a modern sense of lifestyle and therefore target the appropriate market. During the commercial, a mixture of normal life and exaggerated, yet amusing, scenes are presented to show how our brand fits to various activities of different consumers.

    • Word count: 2780
  12. This report with investigate marketing communication model by Duncan (2005) in relation to the rise of social media and citizen journalism. The report will also critically analyze how businesses are working in the context of social medial and citizen jour

    is the meaning or stimulus produced by the source for the receiver (McLean, 2005). The channelchannelThe way in which a message or messages travel between source and receiver. is the way in which a message or messages travel between source and receiver.[9 The receiverreceiverReceives the message from the source, analyzing and interpreting the message in ways both intended and unintended by the source. receives the message from the source, analyzing and interpreting the message in ways both intended and unintended by the source (McLean, 2005). FeedbackfeedbackThe verbal and/or nonverbal response to a message. is composed of messages the receiver sends back to the source (Leavitt & Mueller, 1951).

    • Word count: 3271
  13. Green Gym Analysis - marketing analysis for an environmentally friendly gym.

    profit, with the other gyms * Who the target market should be * What pricing policy to use * Products to sell * Where to locate the business Research Questions and Hypothesis 1. Are people willing to pay extra for a gym that invests in environmental activities? H0: They are not willing to pay extra for a gym that invests in environmental activities H1: They are willing to pay 1 to 3 euro extra. H2: They are willing to pay 4 to 6 euro extra.

    • Word count: 7527
  14. Formulating a Feasible Business Strategy to Start the Business in the Home Entertainment Industry. A business opportunity has inspired me to start my own business in the home entertainment industry. The business in the industry will be performed by global

    (Business Strategy 2004: 5) Individual objectives are the objectives "relate to particular people and to their work." (Business Strategy 2004: 5) (3) In order to carry out business strategy management, there are five tasks to be done, as a process. It can be illustrated as following. At first, the task is for developing vision and mission. When it is done, secondly, objectives will be set. Then, from the set objectives, it is necessary to formulate strategy and achieving objectives, as the third task in the process.

    • Word count: 3010
  15. Marketing Red Bull in Pakistan.

    Red Bull now produces the world's most selling energy drink with more than a billion cans being sold every year in nearly 100 countries. Red Bull holds a substantial share of the world market for energy drinks, a category it was largely responsible for building. Its dominant position in the fastest-growing segment of the soft drink market in a number of countries has drawn a number of imitators. With unmatched success around the globe, Red Bull was finally launched in Pakistan in 2001 and it has ever since been the market leader in a market with relatively lesser competition than around the world and where the concept of energy drink is yet to be completely absorbed.

    • Word count: 5421
  16. Marketing Analysis of the Carbonated Soft drink Industry in Thailand

    and caused the entrepreneur had to carry the cost of production that increased. From this the government had established policy that willing to help by letting producers increased the price of product for 1 Baht in every size. In volume sold continue decreasing from year to year, but fortunately that the price was already changed, market size was increased since 17 April, 2006. (See graph below) Source: www.bangkokbiznews.com Now 2009, trend for the market growth rate is very low continuing from the past 2 years. From 2007 to 2008, market growth rate was no move and from 2008 to 2009, market growth rate was just only 1 percentage.

    • Word count: 9816
  17. Marketing analysis of a new sports shoe for Adidas.

    In October 2005, the Salomon business acquisition was sold to the Finnish Amer Sports Corporation. And thereafter the company changed its legal name to Adidas AG. And on January 31, 2006, Adidas-Salomon AG acquired Reebok International Ltd. The closing of the Reebok transaction marks a new chapter in the history of the Adidas Group. By the combination of the world's most well known and leading sports equipment manufacturers of this competitive world platform and well-defined and complementary brand identities, provides a wider range of products and a stronger presence across teams, athletes, events and leagues.

    • Word count: 4147
  18. Consumer Preferences among the youth for a pair of Jeans between Levis, Lee and Pepe

    RA��3/405��(�\`�"��*�d� �{���!1/2da-',��8...<3/4&�L�ax�u�N�-� �I�"8�ev^��v�lrOw ��-�-R��(tm)o��"-���*�-`n#��[��&i��t���Fi7�q���!�7��"�[a"L���¤ï¿½Zں��-�.�K{��7�Z>�R��Pl@�5-t�:�-��(r#�?��O��� �lrnsNp�I�-Qu�k���^�.ر�w(sasc'[/�RM�3�VA��-Ó±~���G���_r�0G��_ ��m�" Ø]� ���2�r��Byl�9(r) {���B�eN~Æ��'"�91/2 :,� ��n�i�'"Þ�N����b���A��2�~\� ���z�-vG�A�-����]1/2pT�^"[7')vG�" ���A A_0>8��3/4�`�s ���Q"��A�a�ÞY�bli+<PNktF�(r)<-F�n� t��@@�B[)t"...Q])��1/2�T��ݡ����+�[t�7��t�}s��xs����a�k��k~�"�zì��p� ��a��(c) 6]�VV�� �o�L�fk��-1/47��Ê�Þ'?�wÝ�N�x��w��w�1/4��%k��"�:�_}i��"`(tm)��_�I���Nuß�Ns ρ�+�"1/2� �RA��z���;�<-z��(r)���1/2E�'(�EC�{���"Dt��1/4�7��M��'���&�Ybw"� ~,��-$��|�0�g�hY:��~��x"1R �8-(*��a�p6�o���...�& e��1/2AWl+j����6�D�~ ��(�,�'-�8�.-"���-�6�d�3/4 a`�� �S�-�y'1/4VfM.nÛ5=J�mVR�J��r��w�?s��-"'��9AEPA�'%Y��Ð��c9�zj�����+/YÝ�5M�<�(1%�DXv,��*`���4@E ��5��(42!vTx1/2�w"�V c�1�1/2��...-����Q�r�(c)����x�"��1/2�GZ u��k�!�""@�A��e���J0<-�`�Lk@����x��i| ��.'P.�>(r)<"��� .���17���]�A:�d ����-=J���@�@'�)Rn@�i�k� 0|�P"��<}]�3��...< ��-�; �tN&�Tg�F#�'}����-"|>"1/4z7��w�O��ٺ)�_�IMTSK��W�_ß�j2D�k�"�5"S �'��j�+u�3�"q��N}��4��l0(tm)[�9J�q'1/4;�n���k '��H(tm)�a� �(%��>Db�-�""�$�#(j��"�D5-�~oxC��O�O ���T�(c) ���HA1MJa��1t8�v�-' ������1/4"E�xty=���O%;�5�H�bh��Pe�h#&T��-�4 ���(r)��O1/4M(��-�s��� �qP;<-E%�~ �ʪ��?~�(r)�_�� yc`"�����-c�oJ1/4/ ���a�Z�!�I'�29Q��@��]zl&��O�Dq>��( "~hq�3_���ȭG��m��70� j9!��<*"��'AÌ£2+����Þ-�^{��1��x�@}"-��mb��^�/� D)��6_5'�1s� L�o�$ �8������8W��-�� W��U�~ D �NIrAK�� }� Q� t'W.�j�E(c)��"���pg jBou�"Åv=�-�j�G ��(tm)�2+ ?3�(tm)b�qF��|�su�vء�[*oW� �sF���d%��S�"�ķ9T�^�k��!>��.���}����i��(r)q��Z�>E|���G%�[J���}�0h?ص���wXN( Bk@n\��< -%�?@��/� ��(r)�lNp3/4 �BrG ��H.1/2� ��6�,�qA1/4�"c�V# 5"Z� ���/� �V{$�պ�b�Bu# S d�ذ�G�6� "<Q/��<%��Y��[���]�6�_�6��^4 �x��N)�G�"N��m�B��-D�l�@��4lv4V���@b��I @LC H(r)�0�*v1/4� s�}��V��H�)�U �W�"aB"���<�...6�}�!� ...��O�(a�OUA;�^;��@�; H!�2-$Ç/.N���)-4':"R+...V�����$N�h{� BS=�/)"b9&l(c)�E�X�(���*"(r)1/4�wV.�������Ve�q#�"���i"*V���W3/4��n��y�`b�0E/�-ir*,���Kʳ�����3�2��Ô��"-y�N�M�f5M�0��Ç�(� 1�lf�{'V�� ��"Q4�$C�zXM{������...�c-x/�:w��XI�D'X^ Ü�-U)

    • Word count: 6429
  19. GSM Mobile Study - the mobile phone market in India, and research into phone use by children.

    As the seventh largest country in the world, India stands apart from the rest of Asia, marked off as it is by mountains and the sea, which give the country a distinct geographical entity. India is a federal republic of twenty-eight states and seven Union Territories. All states and the two union territories of Puducherry and the National Capital Territory of Delhi have elected governments. The other five union territories have centrally appointed administrators and hence are under direct rule of the President.

    • Word count: 9458
  20. This feasibility study examines the proposed entry of the business Kamwo into a new overseas country, China. The report looks at the business, its vision for the future and how it operates in its current setting. The study will also include a market analy

    The use of media releases, websites and product launches allow Kamwo to communicate with their target audience. The segmentation profile examines the demographics, psychographics and benefits. China has a huge population of many age groups that are spread through many geographical locations. There is a strong tradition of Chinese medicine and its benefits have been experienced throughout the years. The marketing mix strategy includes recommendations to improve the product line, the prices, the distribution throughout China and the promotion of Kamwo products.

    • Word count: 6323
  21. This report is about a product (Carrot-Lite ice cream) that is to be introduced to the market and it analyses a marketing plan for the new product which is launching under the brand Cargills Magic. This includes SWOT and PEST analysis, Marketing research,

    Thus "Carrot Lite' Ice cream will provide an all new experience and taste to the ice cream loving consumers. "Carrot-Lite" is a nutritious vegetable ice cream with a unique taste of carrot, introduced for the first time in Sri Lanka under well known brand "Cargills magic". Customers will not only be able to taste the delicious milky carrot flavor with carrot topping but also will be able to get all the nutrition which a real carrot gives. Overview of the company Cargills Ceylon PLC is a well established company in Sri Lanka and it has become a trusted company for over 25 years.

    • Word count: 4494
  22. Research Question: Whether Internet Marketing and launching separate website for Wildstone will help the brand to grow faster and increase its sales. Wildstone is one of the larger using body-sprays and perfumes among the Indian male. But in modern scen

    The cost benefit of improved procurement and supply chain management is one key area, and marketing is another. E-marketing strategy can be followed by Wildstone. By this we can explore the online opportunities in the internet world. The possibilities and uses of interactive channels are becoming numerous. Strategy is needed to use and take advantage of this tool to add value to the already successful business of Wildstone. Interactive channels can be created in order to provide communication links between the customer and the company. The use of interactive channels would also help in getting feedback and accordingly decide where to improve upon.

    • Word count: 7555
  23. Marketing Research into the Consumption of Fruit and Soft Drinks in India.

    A drink, or beverage, is a liquid specifically prepared for human consumption. In addition to basic needs, beverages form part of the culture of human society. or any liquid suitable for drinking; "may I take your beverage order?" or A liquid to consume, usually excluding water; a drink. This may include tea, coffee, liquor, beer, milk, or soft drinks Types of beverage The various types of beverage are: * Alcoholic beverages * Non-Alcohol beverages * Soft drinks * Fruit juice * Hot beverages * Other 1.

    • Word count: 6526
  24. Social Marketing and how it can be used by the charity Action Aid.

    Price "Price" refers to what the consumer must do in order to obtain the social marketing product. This cost may be monetary, or it may instead require the consumer to give up intangibles, such as time or effort, or to risk embarrassment and disapproval. If the costs outweigh the benefits for an individual, the perceived value of the offering will be low and it will be unlikely to be adopted. However, if the benefits are perceived as greater than their costs, chances of trial and adoption of the product is much greater. Place "Place" describes the way that the product reaches the consumer.

    • Word count: 2869
  25. Green marketing can be regarded as the process of offering products or services to customers based on its environmental advantage whereby customers are willing to pay for the value and quality in return. The rising trend of green marketing primarily resul

    However, there was a significant rise in demand for green products appeared in the 1980s. In respond to the high demands, many manufacturers simply labeled hundreds of their new products "environ mentally friendly", by claiming that their products were biodegradable, energy efficiencies and etc. Hence, the sustainability agenda failed at the late 1980s due to numerous industries made deceitful claims for the 'green-ness' of their products. Recently, the company that claimed itself as the pioneer of green companies, The Body Shop, has found that it is not as squeaky clean as it is. As stated in the article 'The Queen Of Bubble Bath' written by Jon Entine, the founder of The Body Shop, Anita Roddick, who is a enviropreneur has been questioned for her unethical practices in business.

    • Word count: 911

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