Marketing Essays

It has become a problem in many business enterprises and is the root of many new crimes. It occurs as unsuspecting persons use internet sites and services for purchases, window shopping, and browsing, making inquiries, or even just keeping up to date with the latest in breaking news, sports, and fashion.

William Butler and Henry Mitchell built the company in 1898. It has gone through numerous restructuring and acquisitions along its operational years (‘Our History’, 2005). In 2005, the company owns 1,984 sites of Pubs and Restaurants throughout the United Kingdom and runs several well known retail brands in the UK include the Vintage Inns, Ember Inns, Toby Carvery, etc.

The author states that certain signs of coming changes in the world economy could be detected prior to the obvious appearance of credit crunch in 2008. These signs are for example: economic downturns in major economies, high-oil and high food prices which generated higher global inflation.

Every marketing strategy implemented requires careful evaluation as well as control. These are two aspects that an organisation needs to keep in check to ensure sustained growth (Hans et al 2006). As time moves on so are the changes in the needs and preferences of the customers and the market in general.

It is evidently clear from the following discussion that mass communication can be referred to as an academic study of various means by which individuals and entities relay information to large segments of the population all at once through mass media which includes print media, radio, television, and film.

This work examines the challenges that have come with the new environment. It then proposes the possible solution to enable the music industry players make money amid worldwide falling CD sales.

In order for a business to grow and achieve market leadership, it must create a strong market orientation. The company must seek to understand customer needs and develop its marketing strategies in response to those needs. The strategies should aim at attracting, satisfying and retaining target customers.

It is so because, though the cost is objective the benefits he will drive out of the car would be to some extent the subjective measure. In the case of ACE car rentals, the cost-benefit analysis is essential because, that car would be used to generate the revenue, thus cost-benefit analysis is not only possible but essential too. 

The author states that in response to the requirement of HMC, BDD is considering applying the planned multidivisional marketing program approach, which may be applicable to the HMC account. HMC is at aims to reduce the financial budget of whatever business venture is applicable.

The process of introducing a successful brand in today’s market especially the global market can be lengthy and an uphill task. There are a variety of ideas and suggestions on the most successful way of the market a product either a service or a good. In all the suggestions, however, the main focus is on the consumer.

It is of little value to have a strategy if there is deficiency either in the resources or the expertise to implement it. This essay will examine the marketing strategy adopted by Merton Industries. Merton Industries is a private company which manufactures a full line of medium- to high-priced carpet which is basically for the residential segment.

With the reduction in a number of suppliers, now only the big players remain in the business of supply. Role of these supplier firms has also changed over time, as these companies have also become multinationals with procurement being done from different countries. The strategy of ‘Category Leadership’ being adopted by Waitrose.

More importantly, it means that marketers would be in a position where they can identify the marketing approaches to which a specific culture/group of consumers is most vulnerable to and, accordingly, maximize the effect of their campaigns.

Services are intangible, that is, they can not be touched, sighted or felt. A waiter at a restaurant or a banker at a bank provides services which can not be touched or felt. The satisfaction that a customer derives from intangible services is based on the process of receiving these services rather than the actual outcome.  

Buyers exert an all-pervasive influence in any market. They determine the manner in which the various goods and services must be packaged by varying marketing efforts before they are presented on shelves for sale. In more cases than one marketer discovers such buyer behavior only through final acceptance or rejection of the products.

Employing several known marketing concepts and models, this treatise probes into the character of Tutbury Crystal, how it started and evolved, its present classification and designation and a few market components that can and will encroach on its growth and development in the international marketing. 

ALDI has a long-standing reputation of “keeping it cheap so that shoppers can too”. Discount food retailer ALDI Group has become one of the world's biggest grocery chains. By offering deeply discounted prices on about 700 popular food items and weekly special buys, it had cultivated customers who are “Cheap and Cheerful”.

Customer engagement is one such strategy that can significantly improve customer satisfaction. As the name suggests customer engagement is the commitment of the customer with the company or the product. As Mc Ewen suggests, “if you don't make a connection with your customers then satisfaction is worthless" (Mc Ewen, Fleming, 2003).

The design has a tremendous impact on the quality of a product or service. Poor designs may not meet customer needs. Costly designs can result in an overpriced product that loses market share. Similarly, if the design process is too lengthy, the competitor may capture the market by being the first to introduce the new products, services or features.

The deliberate versus emergent strategy debate, therefore, is more about form than substance, an intellectual attempt to understand the strategy beast. Each school contains practical nuggets of wisdom any manager desiring to succeed in a changing world must know by heart. This then is the challenge: understanding such a complex process.

Going global will enable Haier to distribute its markets and become more strong in its own markets. Entering into newer markets will also enable Haier to acquire good knowledge about the technology and skills to operate. Haier has been depended on the infrastructure for better logistics and supply chain to deliver its customers.

Societal Marketing is relatively a new market approach and has features distinct from the traditional standard marketing approach and promotes the balancing of consumer needs, the firm's profitability and improving the welfare of the society. The main theme behind this new marketing philosophy is to get the people to respond spontaneously.

International market expansion is perhaps becoming the most preferred option for business organizations to grow and expand in the current age of turbulent market condition. International expansion can be carried out in licensing, franchising, partnerships and establishment of wholly owned subsidiaries and manufacturing units in the foreign nation.

Customer orientation has been described as a set of beliefs which are used in sales which postulate that customers needs and satisfaction has to be given priority in business and in the operation of an organization. It is a concept that focuses on the interaction between the organization and customers in view of the competitors in the market.

The author states that consumer has taken a more powerful position in the whole marketing mix and marketing concept, so much so that even marketers now have to think about each and every consumer detail while deriving a successful marketing promotion campaign. It will be imperative for the success of the marketing campaign.

The author states that assessment would also be made over the significance of business, professional, and personal relationships, and interactions, in social networks. Furthermore, there would be a formulation of a coherent framework of fundamental principles of Relationship Marketing and a comparison and contrast would be presented.

Market segmentation involves the use of a database on consumer behavior in a certain market. For successful segmentation, there is a need to have a large segment. In this case, the fast food market has a large market and therefore segmentation can be done. Segmentation variables will include Geographic, Demographic, Psychographic and Behavioural variables.

Effective international marketing depends upon an effective marketing system employed by a company. As OAL is dynamically evolving entities operating within a dynamically evolving environment, some means of evaluation of the way in which the two interacts has to be found to enable them to be better matched.

The Japanese economy is one of the most developed economies in the world. In term of GNP, it is the second economy in the world after the USA. However, for Exxon Mobil the most important point is that it is one of the largest consumers of energy resources (the fourth)) and the second largest importer of energy.  

This paper is presented in the form of the report, which has been virtually requested by my boss from the new international marketing manager hired by our enterprise. The aim of this work is to create through a report on the markets our enterprise can expand to, the challenges, barriers, and benefits which will be gained as a result of this expansion.

The author states that while it might be logical to expect that a particular investor would calculate the fiscal strength of a company, determine a minimum return on investment, and act accordingly, research indicates otherwise. Social factors are just as likely to compel an investor’s decision as any quantitative financial data.

The current business environment requires vigilance, strong reactions to external markets and extra product offerings. Gone are the days when business would only focus on the needs of their clients; this approach is no longer viable in the market today. Companies need to keep a close eye on their competitors.

Many businesses have been shifted to the internet for reaching out to their consumers. E-shopping facilities that are provided to the Saudi consume have modified the decision in purchasing behavior. There has been an interesting impact on the Saudi consumer decision in purchasing behavior of the e-shopping facilities. 

The author states that the new economy is based upon digital revolution and management of information about customers, products, prices, competitors and every aspect of the marketing environment. Companies must carefully monitor their customers and competitors, continuously improve their value offerings.

Nation branding is an exciting subject since although there is little academic research on it, there is a lot of activity worldwide. It is more expanded than classical product brand strategy and it involves political activities. Nation branding is getting very popular since many countries try to develop a national brand.

The increasing preference, among consumers and the society at large, for products and companies with minimal adverse impact on the environment and world climate have cause more and more companies, essentially multinational firms to make false claims about the environmental impact of their products and activities.

Differentiation assists the company to reduce the elasticity of prices due to increased brand loyalty. This allows the reduction of the need to be a low-cost producer; thereby allowing the company to raise its profit margins. The features are usually made worth a premium which the consumers are usually willing to pay.

The grand and glorious days of the 19th-century department store are gone. Once saddled to the train and trolley tracks as a necessary means to get customers to the store, transportation improvements would move the stores to the suburbs and further define our use of space. The stores, named for icons like Macy and Fields, became the leading edge in innovation in design, materials, and style.

It is now an enormous challenge for the SECOSANA Company, an amateur bag company to gain the challenger role in the Philippine market. SECOSANA Company aims to gain at least an additional 10% of the market share upon the introduction of its new product line.

Marketing is often thought as something simple that can be done by anybody, and that it doesn’t take a lot to market something effectively. However, marketing is a complex and difficult science and requires a person to be well researched in the field and to have a good idea of what type of marketing strategy to use in what different situation.

The author states that the reason is that communication through personal channels can be more persuasive than non-personal channels. Nonpersonal channels like advertisements in magazines, newspapers, etc., will reach only the wage earners and they, of course, do not have much to about the Duncan industry product.

The author states that the company, which keeps track and records his credit purchases, eyed him as a potential subscriber for its newly launched card because he definitely fits the profile of their targeted user. The second solicitation was from an insurance company. It states that the company got his name through a referral from one of his colleagues.

Social marketing is a calculated process aimed towards bringing about a behavioral change for a social good. It is a modification of the traditional product and service marketing. In other words it’s the planning and implementation of programs intended to bring about social change using concepts from commercial marketing. It also  applies marketing as well as other concepts and techniques such as advertising, consumer research and promotions .

The apparel industry is very mature in Italy and Spain and more fashion companies have decided to penetrate further into these markets (Arnold, 2003). The fashion companies in Europe produce high quality clothing line by purchasing the yarn from the Italian manufacturing units.

A Critical Assessment of Marketing Analysis Tools Background Companies are often challenged externally or internally to examine their positioning in the given marketplace, business or industry. To complement this, a multitude of models and theories have been established (Koch, 2000).

Marx saw history as an unfolding process of growth and development in which one form of political economy gave way to another. Thus in ancient times, there was slave-based economy. Then there was feudal serfdom. Thereafter came the rise of industry and capitalism, typified by the 1789 French Revolution.

The author states that Subway and Quiznos are two similar companies that serve submarine sandwich to their target customers. As the pioneer of submarine sandwich in the US, Subway opened its first store in Bridgeport, Connecticut back in 1965. The company offered franchising options in 1974 because of the owners’ desire to expand the business.

The Hotel engages in strategic marketing strategies that are designed to attract the attention of various levels of clientele. Strategic segmentation ensures that various forms of information are delivered to the clientele in good time for the purpose of reducing the amount of time that it would require for the targeted clientele to engage manual systems in search of the right kind of information about the hotel.

Due to the fact that little choice exists within both models, price setting necessarily occurs to a greater or lesser extent depending on the particular situation engaged with.  Additionally, both of these forms of competition deviate from the ideal form of capitalism due to the fact that the consumer is no longer in charge of maximizing his/her utility within the given context. 

The café serves light food and a moderate range of snacks along with soft drinks and non-alcoholic drinks. The restaurant has been operating for more than a decade and serves an established base of customers who predominantly visit the store to have a quiet time in the relaxing environment of Moods Cafe. It believes in the word of mouth marketing.