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Marketing Essay Topics & Paper Examples

Interrail Pass Integrated Marketing Communication Plan

The main difference between the EuRail and the InterRail is simply based on the passenger’s country of residency. The EuRail is available to residents of a non-European country and the InterRail is available for European residents only. You can be eligible for the InterRail if you have been a resident in a European country for at least 6 months. EuRail and InterRail Passes are widely known as the best rail passes in Europe, having the ability of flexibility by its large range of options. The main audience in the market for the InterRail are a highly 74% youth, having the highest sales in UK, Germany, Switzerland, Spain and Sweden. The InterRail Global Pass, valid for travel in 30 European countries,…

Customer Relationship Marketing

To understand CRM (Customer Relationship Marketing) in hotel industry (Millennium Seoul Hilton), and focus on the importance of loyalty guests who bring on most of organization profit by developing of guest recognition and rewards program. Introduction Background The growing realization that keeping the customers you have is as important as customer acquisition, has come about because of the cost involved in attracting new customers. This realization has evolved into understanding a customers lifetime values (F Buttle, 1996).  By doing this, you can be selective about who you try to keep as well as who you want to attract. Some scholars maintain that customer retention affects the bottom line. They further suggest that a 5% increase in customer retention would create…

Pioneer Electronics

In 1975 Pioneer maintained relationships with approximately 3,500 franchise retail outlets, the retail outlets benefited from a 5% Pioneer investment in local advertising, and attractive gross margins and credit terms. However, that same year, Pioneer and three competitors were forced to sign consent decrees with the U.S. Federal Trade Commission promising not to engage in alleged anti-fair competition practices – namely requiring distributors to use suggested list prices and punishing those distributors who didn’t comply either through delayed shipments or revoked franchises. A market price war followed the signing of the consent decrees, lowering franchise’s profits while increasing revenue for Pioneer. Pioneer followed with a new marketing strategy aimed at pushing its new lower-priced hi-fi components over compacts or consoles,…

Steven B Belkin

1. Opportunity Evaluation The live style of people changed and they have more leisure time than before. They are aware that group vcation are avilable at good price. The industry is less than 10 years old and the market penetration has barely begun. There are unlimited groups available who are looking for group travel. TTG will provide deluxe tours to prime groups. fancy hotels and air transportations. TTG will market its group tours to travel agents. There are positive cashflow in this business. It will allow for expansion without additional financing. The “back to back” will allow a substantial saving on air fare and also a better price to the hotels because the rooms are utilized all the time.TTG can…

Kindle Fire, Amazon’s Strategy

The Kindle Fire was released on November 15, 2011 by Amazon. It’s a tablet computer, and it’s the last version of Kindle up to date. The product Its dimensions are 7. 5 by 4. 7 inches, with a 0. 45 inches of depth. The display is a 7 inches (180 mm) multi-touch color screen with a 600? 1024 pixel resolution. Connectivity is through Wi-Fi and USB. The device includes 8 GB of internal storage, which is enough for 80 applications, plus either 10 movies or 800 songs or 6,000 books. According to Amazon the Kindle Fire can run up to 8 hours of consecutive reading and up to 7. 5 hours of video. Let’s take a look on the software…

Axe Spray Commercial

I chose the “Axe Effect – Women – Billions” (Axe Spray) video advertisement because it draws its male audience into the commercial because of all the gorgeous women in it. its a brand of male grooming products, owned by the British/Dutch company Unilever and marketed towards young males. This company has been selling this product since 1983. Unilever is a British–Dutch multinational consumer goods company. Its products include foods, beverages, cleaning agents and personal care products. Unilever were unable to use the name Axe in the United Kingdom and Ireland due to trademark problems so it was launched as Lynx (called Axe in America). The commercial is 58 seconds long and the setting of the commercial is like a Caribbean terrain…

Types of Channels in Marketing

Most businesses use third parties or intermediaries to bring their products to market. They try to forge a “distribution channel” which can be defined as “all the organisations through which a product must pass between its point of production and consumption” Why does a business give the job of selling its products to intermediaries? After all, using intermediaries means giving up some control over how products are sold and who they are sold to. The answer lies in efficiency of distribution costs. Intermediaries are specialists in selling. They have the contacts, experience and scale of operation which means that greater sales can be achieved than if the producing business tried run a sales operation itself. Channel levels consist of consumer…

Case Study: Our Perfect Wedding

Claire has done a reasonably good job about target markets for her new web based business, and understands the relevant needs quite well. But for the marketing mix, she as fallen short because it’s not clear whether this business involves one strategy or several strategies. For example, a marketing mix that appeals to engaged couples would not be the same as a marketing mix that appeals to the companies that pay for web pages. Claire’s target markets are engaged couples /newlyweds (for gift registry); companies that target newlyweds with both goods and services (with the advertising of web pages); and friends and family of the couple to be married (whom the advertisers want to reach). Claire has done a reasonably…

Plan to Improve Organizational Sturcture and Recapture Market Share

Over the past few years, WordPlay Greetings has experienced a sharp decline in market share as well has extremely high turnover of sales staff. The first major challenge discussed was the limited supply of items that are also sold to other national retailers and create competition against Word Plays smaller company owned and franchised stores. The second issue highlighted in our discussion was that operations have been inefficient which also leads to decline of profitability. WordPlay Management was fearful that high turnover of sales staff was a major cause of inefficient operations and stressed the importance of addressing this issue. Technological advances are certainly an issue that every industry must consider when trying to keep with or beat competitors. Online…

Marketing Management

The brand is the most important factor in the marketing strategy of a company. Brand represents the name under which a company markets a product and therefore it is an important factor in the overall growth sale of the product. A brand identifies a product from similar other products. In marketing a brand is perhaps the most important factor that differentiates the performance of same products in the market. There will be strong and weak brands in the market but this depends on the product quality and the appeal that the company markets to the target consumers. Stronger brands tend to sell more events without marketing since they have already won the heart of the consumers. A brand strategy can…

Marketing a New Product Internationally

Marketing is the field which deals with market. By defining the meaning, market is a place where people gathered and contact with one another, build relationship between two, in broad terms after the globalization world become a village and in this global business era marketing is the system of globalized promotional activities of a business which take place to achieve the organizational and financial goals The circle of marketing revolved around the market demands, product development, and reasonable proportion which can learned to instigate a market research that clarify the needs and demands of customer. Although focal process for a product promotion is market research, relying on that a producer can easily plan and develop his product well crafted, innovated,…

Marketing

Crispy Crunch’s main problem is that they haven’t advertised their product in many years. Since then the target market has changed a lot and has a very high multi-tasking behaviour. It is hard to pin point the exact needs and wants of this culture anymore except for one thing, they are all very technologically routed. With the internet at our finger tips, TV whenever we want, and smartphones in everyone’s pocket. That is the only thing you can really count on this day in age. The chocolate bar market is mature and experiences only modest growth annually. There are 4 major players all with similar marketing strategies; find something unique in the product and promote it. Chocolate bars can be…

Product Team Cialis Getting Ready to Market

Q1. In 2002, Viagra was the only clinically proven, FDA approved medication for Erectile Dysfunction (ED) on the market (Cialis – Dec 2003, Levitra – Sept 2003). Viagra had the highest brand recognition of any pharmaceutical product on the market. It had generated over one billion dollars in annual sales for 3 consecutive years since its introduction in 1998. In 2002, Viagra accounted for 5.3% ($1.73 billion) in sales of Pfizer’s annual Revenue of $32.37 billion, compared to 4.3% ($1.3 billion) of total revenue ($29.5 billion) in 2000. Viagra was expected to continue to lead the ED market due to its unsurpassed medical profile. Future Viagra sales growth was expected to come from increased patient presentation and physician diagnosis. Direct-to-consumer…

Marketing Segmentation

The selection of segmentation method and a doctor’s diagnosis are similar in that they both use a process of elimination to narrow down the field to find the correct product for the customer, or diagnosis for a patient. The doctor begins with a series of questions, and basic testing to “start segmenting the market”, once the doctor has a better understanding of the possible ailments, the “product mix” is identified and she is able serve the customer/diagnose the problem. A general doctor begins his assessment with more of a mass marketing effort, meaning there is a huge width and depth of possible diagnosis, but once she is able to narrow down the field she begins to segment. Whereas a specialist,…

Acer Case Transnational Management

1. When Multitech was starting up, Stan Shih preached frugality in the form of not spending more money then necessary and not being wasteful with the resources the money spent provided. Shih went as far as creating a campaign that focused on turning lights off, using both sides of paper, and traveling economy class. This is vastly different then the philosophy of other startup companies that spend more money then they have available and quickly go bankrupt. Secondly, Multitech made employment very attractive through delegated responsibility. Most companies have a top-down management approach where all decisions are made at the top and employees need to do what they’re told and keep their ideas to themselves. With Multitech, there was a…

Discussion and Application Questions

1. (a) The mission statement should be a clear, short, and to the point representation of the companies purpose for existence. It should incorporate socially meaningful and measurable criteria addressing concepts such as the moral/ethical position of the enterprise, public image, the target market, products/services, the geographic domain and expectations of growth and profitability. The intent of the Mission Statement should be the first consideration for any employee who is evaluating a strategic decision. The statement can range from a very simple to a very complex set of ideas. (b) Medtronic gives a strategic direction to its organization by committing to the research, design, manufacturing, and the sale of their product. (c) My career mission statement: Obtain my degree to…

The Impact of Web 3.0 on Marketing

The future of the Internet is in Web 3.0, known as the Semantic Web. Feigenbaum, Herman, Hongsermeier, Neumann and Stephens (2007) summarised the concept as “a highly interconnected network of data that could be easily accessed and understood by any desktop or handheld machine”. The authors, referring to a 2001 article by Berners-Lee, Hendler and Lassila about their vision on Web 3.0, also said Berners-Lee et al: painted a future of intelligent software agents that would head out on the World Wide Web and automatically book flights and hotels for our trips, update our medical records and give us a single, customized answer to a particular question without our having to search for information or pore through results. This means…

The Ketchup King

Today’s grocery store brands have expanded so much. There seems to be two to four brands of the same type of product. If one was standing in the aisle of condiments and needed to get ketchup, they have many brands to choose from. However, the one that would most likely stand out is the ‘Heinz’ ketchup bottle. The Heinz ketchup bottle has been out for years and it has so much history behind the name. Henry John Heinz didn’t start out with ketchup; he actually started out with bottled horseradish. A lot of people don’t know that but H. J. Heinz accomplished a lot in his career which goes hand in hand in the world of marketing. H. J. Heinz as…

Company G 3 Year Marketing Plan

Company G develops products that improve the lives of consumers with innovative electronic technology and reliable build quality. We believe that our new Radio CD recorder does just that, it improves the lives of our consumers and gives them a product they can rely on because of our product build quality. Our product is a solution for consumers who would enjoy the convenience of having their favorite radio programming at their disposal. This sample-marketing plan demonstrates the strategies employed to place our new product in position to reach our profit potential. Company G provides consumers with not only reliable appliances but appliances that are cutting edge in design. Our company keeps an eco-friendly attitude in mind during the process of…

Cunard Line, Ltd

Cunard Line Ltd. is a cruise line that represents luxury and class providing four to five star cruise ship options. Their overall target market is mature adults with mid to very high income-levels. A lot of the marketing efforts put forth by Cunard were going towards tactical efforts and the promotion of individual ships as opposed to the promotion of the entire brand. Although most of the ads portrayed the same look and had an individually tailored paragraph and/or photo. Set backs caused by the worldwide recession as well as the Iraq War has caused Cunard the dilemma of risking their prestigious company image to provide consumers with larger discounts or develop other marketing strategies that will seek to maintain…

Tourism Marketing Communications Mix

The strategy underlying marketing communications could be long term or short term. A tourism marketing communications strategy must encompass the promotion mix. Few forms of communications succeed on their own. The promotional mix is influenced by whether a company chooses a push, pull or profile strategy or a combination. Using a pull strategy, the producer directs its marketing activities (primarily advertising and consumer promotion) towards final consumers to induce them to buy the product. If the pull strategy is effective, consumers will then demand the product from channel members, who will in turn demand it from producers. Thus under pull strategy, consumer demand ‘pulls’ the product through the channels. The pull strategy would have the ultimate buying public as its…

What Is the Marketing Mix and Why Is It Important

The marketing mix is defined as the set of controllable marketing variables that the company blends to produce the response it wants in the target market. The marketing consists of the four P’s which are product, price, place and promotion. The product is something that satisfies the customers need. Marketers need to know about their product so that they can market to their target customer. Price is the amount of money that the customer pays to get the product. The marketer needs to know the cost of the product and understand how much the customer is willing to pay to obtain that product. Place stands for the distribution of the product and describes the processes that are taken place to…

Holey Soles

This case analysis will focus on the issues surround the lifestyle product company Holey Soles. Psychologist Ann Rosenberg founded the company in September 2002. She initially operated in her garage and backyard, until she recruited Joyce Groote (now current CEO of Holey Soles) and expanded the company into other parts of North America. Holey Soles focuses on creating innovative footwear made from their trademarked technology SmartCel and SoleTek, which is an injection-molded foam technology. As of July 2007, sales had grown at 300% in each of the last two years and the company was ranked number four in the 2006 Profit magazine ranking of Canada’s Emerging Growth Companies. However as they continue to operate, they find themselves getting pushed back…

Marketing Anti-Depressants: Prozac and Paxil

The expiration of Prozac’s patent necessitates swift, defensive action from all companies in the SSRI industry. As generics enter the market, demand for more expensive, branded medications will fall as price sensitive consumers switch to the cheaper alternatives. Additionally, incident prices on consumers themselves, in the form of copayments, will rise as insurance companies pressure their constituents to switch to more cost-effective offerings. To overcome these obstacles, we recommend the following to both GSK and Lily: 1. A decisive repositioning of the brand to emphasize its advantages over market substitutes. 2. The rapid deployment of new inclinations to support previous point while simultaneously addressing the issue of competition. Background: Prozac’s early success stemmed from its value proposition of effectiveness and…

The Human Rights and Ethical Dilemmas Facing Marketing Research in an Ever Expanding Business Market

What is ethical and unethical when it comes to information gathering on a group of people or an individual? This is a question that has been debated and pondered over for many years. As social mediums, technology, and social and economic statuses change at rates that have never been seen on this type of global scale in human history it can be hard to tell. I will delve into situations and dilemmas that marketers find themselves in, on a day to day basis when doing research. Before we can go into the ethical and philosophical questions of your everyday marketer we first have to come to understand of what marketing ethics are. Marketing ethics is the application of morals to…

Jones Blair Case Analysis

Decide where and how to deploy corporate marketing efforts among the various architectural painting coatings markets serviced by the company in the southwestern United States. Situation Assessment The US paint industry is a very mature market. The case goes as far to say that paint is can now be considered a commodity. There are 3 main sectors of the paint industry with 2, Architectural coatings and OEM coatings, holding more then 3 quarters of the market and Special purpose paints at 22% Being a mature industry they are not expecting any growth in sales figures except for the growth to stay inline with inflation. It would be useful to know where the 3 segments are at now in 2012 after…

H&M marketing

Q1. To what extent is H&M marketing orientated? What evidence is there in the case to support your view? Market orientation is when a company organizes its activities, products and services around the wants and needs of its customers. In the case of H&M it can be seen that the organization follows the market orientation philosophy as it focuses on the needs and wants of the customers before making its products. The company recognizes the ongoing slump in the world economy and sees the fact that it is hard for consumers to buy expensive fashion clothing so it comes up with the idea of trendy and fashionable clothes but within the reach of the common man. From the case study…

Problem Statement of Lubricant Industry

Lubricant industry is a very competitive industry because many companies around the world have created their own private label and competition between the well-known product in the market such as Shell, Castrol, Royal Purple etc. The availability of a vast range of products at competitive prices has been a major factor in attracting customers to lubricants market. As a result, many manufacturers of lubricants, including big corporations, have been aggressively pursuing international and Asia markets. Moreover, the market share of the industry is monopolized by big corporations, such as, Petronas, Shell and Caltex. The big corporations and manufacturers have the advantages many small companies lack of, such as, expensive advertisement, sponsorship and expert management team. For the small businesses to…

Consumer Behaviour Double Jeopardy

The theory of Double Jeopardy is described as a behavioural phenomenon which relates to the size structure of a market (Bandyopadhyay, Gupta & Dube 2005). This indicates that in any given time a smaller brand typically has fewer buyers compared to those of a larger brand as larger brands often have a higher percentage of penetration and market share (Ehrenberg, Goodhardt & Barwise 1990). A brand with more market share indicates that consumers purchase these brands more frequently compared to other brands. There are a number of reasons why this occurs. For example firms offering products that a consumer perceives as better quality and value, will grow larger (Jacobson 1988). Also, a firm that creates power advantages by introducing inferior…

Advertising Bias

Marketing and advertising companies are constantly playing on gender roles and stereotypes. Both men and women are portrayed in certain ways to help make products seem more attractive to the same or opposite sex. Men are pictured as lazy, dumb slobs while women are pictured as gentle, beautiful, sexual, and submissive. In children’s ads, boys are shown as rough and interested in action games while girls are more quiet and interested in dolls. Though these stereotypes are not always true, they are what Americans have come to accept about gender and society. Advertisements depend upon painting evocative pictures about these stereotypes in order to entice the consumer to buy the product. Many ads use a sloppy, idiotic, couch potato to…