Focus provides businesses with the main and unique selling proposition that enables marketing planning to target the prospective audience. According to Barney Jopson, recession affects mostly the middle tier businesses. Therefore, this paper will seek to examine critically the current value of middle market brand and provide carefully argued recommendations about how to improve their prospects (Jopson, 2011). During the financial crisis people in the west made changes in their shopping system. Some of them believed it was an emergency response to the prevailing hard economic times whereas others reacted due to anticipated fear of it. Financial institutions have been able to bounce back from difficult economic times however; people’s habits of shopping have not yet shown signs of complete reverse to the previous ways. As such, Jopson, in his article believes that this trend is causing the middle market fashion a big deal of difficulty to handle. Following the financial hard times, most of the American and European shoppers started directing most of their expenditure at the opposite side of the retail scale. This happened because, shoppers wanted to scavenge for the lowest-prices which were available on the other end of retailers. This meant that they were able to save adequately in order to go on with splashing out on the odd lavishness (Jopson, 2011). With this respect, Barney analyzed the current value of the middle market brand as undergoing hard financial times since, as elaborated in this paragraph; shoppers are spending much on lower retail spectrum thus depriving the middle brands of their market share. Having lost market to the lower retail spectrum, middle market brands continue to record figures of wilting sales due to the crude version of financial difficulties. Nevertheless, middle market brands have depicted one fine distinction in the past three years that this category has become curiously compelling zone for ultra-hip designers. They have been able to launch what they particularly call diffusion lines by shedding prejudices as well as inhibitions. As a result, they have made middle market brands more affordable, off the rack and wear products through their so-called diffusion. With reference to Barney’s literature, the president of Loeb Associates and a veteran retail consultant Walter Loeb puts across that middle market brands are doing bridging lines because of the fact that their prospective clientele is in a saving frame of mind and hiking prices is unreasonable. The analytical sense derived from this middle market practice is that these companies want to improve the underlying system of communicating with their customers. By so doing they stand to risk big time because they might end up diluting their core brand and shoppers may end up perceiving them as dumping down. Nonetheless, for the middle industry intellectuals, this move is comprehensively tacit since it is an alternative way of extracting new revenue torrent out of the already established investment brand. By engaging in bridging lines, middle market brands are reaping benefits form the investments made while establishing and broadcasting the distinctiveness and fascination of this core brand. As a theoretical and practical method of improving customer relations, middle market brands are using influential broadcasting channels that are premiering attraction and appeal for this new core brand (Jopson, 2011).
Name Institution Course Instructor Date Marketing Planning and Promotion Marketing plan describes a written manuscript whose purpose is to illustrate the prevailing market stand of a business together with its marketing stratagem within the period roofed by the marketing plan…
Beamish and Ashford (2007) suggest that should a company be serious about acting responsibly at ethical and social level, then it is highly imperative that there may be the marketing mix adoption. Some examples of ethical marketing include that product should meet safety standards and dangerous products should be removed (Beamish and Ashford, 2007 p.20).
Marketing audit undergoes three main processes. These are as follows: a) Setting the scope and objective – first, an auditor in collaboration with the company’s officers has to assess the nature of marketing operations and determine the value of the marketing audit.
The success of the company is largely accountable to its well planned marketing strategy and consumer satisfaction that has helped in promoting brand loyalty. The consumers of Starbucks are assured of high quality coffee served at the store counters and excellent ambience within the outlets.
Planning Health Promotion and Interventions Smoking Tobacco smoking is the leading cause of death in the United States and accounts for the 30% of cancer deaths, 21% of cardiovascular diseases deaths, chronic obstructive pulmonary disease, low birth weight and deaths of infants, burns, and accidental fires (Schneider, 2011, p.
In marketing planning, there is a deployment of interrelated phases, one after the other that are in line with the accomplishment as well as use of the product in question (Hata, et al., 2000, pp.34-39). This process begins from the point where the raw materials of such a product are acquired for the manufacturing process up to the level where finished goods are output from the system into the market as well as the phase that marks post utilization process.
Therefore, this bank is highly influential and occupies an important position in international financial decision making process. At present, the bank serves approximately 58 million customers through its operations in more than 81 countries in all the continents.
The marketing planning process usually results into marketing strategies which are then used to increase the overall sales of the business. A marketing plan encompasses market specific, product specific and company-wide plans and highlights objectives of these respective areas and simultaneously mentions the plan about how to fulfil and achieve these objectives within a given time frame.
A sound marketing plan is a key component of the success of one’s business that includes market research, location, the customer group to be targeted, competition, positioning, the product or service to be sold, pricing,
Creative and constructive suggestions on how a company can overcome these barriers have been suggested. The third part of the report explains creatively and in detail the need for companies to be innovative in
Tobacco smoke does not only affect smokers but also second-hand smokers. In fact, out of 435,000 tobacco-related deaths, 35,000 deaths are attributed to the second-hand smoke (Schneider, 2011, p. 214). Women live longer than men and the mortality advantage of women is
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