Related Essays
Marketing
1. Under what conditions do organizations conduct a marketing audit?
The conditions under which an organization may want to conduct a marketing audit include: (a) whenever a company needs to be reminded of what products and services it actually offers to the public—which can happen more frequently than one might realize, as there are typically many products and services that a firm will offer that it fails to monitor or keep track of effectively; (b) whenever a company needs to be reminded of marketing campaign objectives so that the… Continue Reading...
An important aspect of the marketing management plan relates to communication. Key internal stakeholders must be kept informed of the objectives of the marketing plan, progress, as well as any relevant updates as the implementation of the plan proceeds (Ferrell & Hartline, 2014). Effective engagement of internal stakeholders is crucial if the desired outcomes are to be achieved. When internal stakeholders are well informed of the marketing objectives, they are likely to be more committed to the initiative, hence increasing the success of the initiative. At HtW, internal stakeholders mainly include the board, the management,… Continue Reading...
Emerging Trends
There are a number of different trends emerging in marketing, and those involved in the craft should be aware not only of these changes but the implications of them as well. The first is video. Social media in particular has become a forum for video in marketing. This not only means things like Facebook Live and YouTube, but more sophisticated marketing such as Wistia's pro plans, Vidyard, and Brightcove. Video is another means by which a company can tell its brand story, and there is evidence that the use of video in marketing is not just on the rise… Continue Reading...
Marketing Plan
The following a marketing plan for entering the Vietnamese market. There will be several issues covered, including the market and product analysis, external analysis, an internal analysis, and an action plan. Then there will be conclusions. The Vietnamese market is a terrible one to enter, in short. There has to be a better market. While the market is large in population, and its wealth is growing, the average Vietnamese cannot afford to pay tuition for Western-quality higher education. The actual size of the market, which would consist only… Continue Reading...
biggest source of change in many instances and paradigms and marketing management is no different. While the desires, wants and needs of the older generations is still relevant to many marketers, the emergence of the Millennials over the last generation and the coming reveal of Generation Z has most certainly changed the marketing landscape and will continue to do so for the foreseeable future.
Body
When some marketing professionals and people with opinions about the industry are asked about the patterns and changes being caused by the increased emergence of Millennials, many of the older and more "mature" generations are… Continue Reading...
on their own.
For this new non-profit organization to be successful and achieve its objectives, it requires a suitable marketing mix model. The most suitable pricing strategy for this organization is flexible pricing model to serve different customers. Rather than adopt a one-size-fits-all pricing strategy, the organization should… Continue Reading...
understand for certain whether someone is informed or not. To determine the ethics of a marketing action based on whether nor that action targets the informed necessarily relies on knowing the target's level of knowledge. In the vast majority of cases, one simply cannot know, and the cost to ascertain such level of knowledge would make the act of marketing cost prohibitive. In the real world, all the marketer can do is to target the target market, and maintain honesty and integrity with the messaging. If anything, the marketer can play the role of the informer. Certainly, the sales person does, in ascertaining the needs… Continue Reading...
Executive Summary: Annual Marketing Plan
Introduction
The annual marketing plan for the local law enforcement organization Ft. Mitchell Police Department is based on the budget of the department, which is financed by the public: state, local and federal taxes as well as bonds all go into financing the budget of the Ft. Mitchell PD. The budget is used to pay officers’ salaries, pensions, equipment, and so on. It is also used to fund the annual marketing plan of the department.
Situation Analysis
The Ft. Mitchell PD is in need of re-branding itself following… Continue Reading...
is that of the Girl Scouts, whose famous cookies have functioned as both a positive marketing campaign as well as an important support for the organization’s activities (Lapowsky 2017). Many people become aware of the good that the Scouts do precisely because of the Scouts’ unique product.
The use of social media, of course, has also facilitated sales of the cookies and other nonprofit products and services. Furthermore, nonprofits can now sell their items much more cheaply, using a website or an online portal like eBay. Advertising online is also less expensive, and nonprofits can use these channels to disseminate information about their cause, to… Continue Reading...
between a good and a service. The two are treated differently in marketing because certain key differences influence the timing of marketing efforts, the messaging, the need to build relationships with customers, and demand forecasting.
Key Differences between Goods and Services
There are significant differences between goods and services, and these differences result in many differences in terms of production, marketing, pricing – all aspects of business, really. The first difference is that a service is not physical, where a good is. There might be supplies used in the service, but the service is inherently based on performance. Thus, services are intangible,… Continue Reading...
Essay Prompt:
Develop and present an outline marketing plan with justifications
Purpose of the assessment
The aim of the assignment is to demonstrate your understanding of how a global corporation strategically manages its marketing operations across global markets and cultures.
Context: You work in a marketing consultancy. It is your job to prepare a report to the Dean of the Business School on your outline plan for entry into Vietnam with programmes of study.
Your Specific Instructions:
Your Report should identify as a minimum the following:
You are to produce an outline marketing plan for entry into… Continue Reading...
Business Proposal YOLO
Marketing Plan
YOLO will use social media to address the 4 P’s. Since YOLO’s business strategy is all about differentiating itself from other club competitors by being a “pop-up” night club that sets up shop in a new venue every time, social media is the perfect marketing tool to alert patrons of where the party is getting started.
The party, of course, is the product. The place is new every time. The promotion can be delivered online, and the price can be competitive as there is little overhead involved in… Continue Reading...
Marketing Plan: Clean Protein Bars
From boxed cake mixes to fast food, America has long been fascinated with foods that promise to provide a quicker way to eat. But there is also growing concern about the obesity epidemic, as well as a rise in fascination with alternative forms of eating (such as vegan, low-carb, and paleo dining) as well as unconventional forms of exercise. Viewed in conjunction, developing a protein bar that promises health benefits and the virtues of clean eating could be very useful. Many of these types of… Continue Reading...
(Law Info, 2017).
An additional legal issue surrounding the company and its products is marketing and advertisement. In particular, energy drink companies more often than not market their products with the proclamations that they boost and enhance psychological functioning, offering transitory boost to both mood and performance. Nonetheless, from a legal perspective, these companies face the risks of facing lawsuits from the general public and also other organizations because they rarely address the prospective longstanding effects that consuming their products may have (Richards and Smith, 2016). Moreover, in accordance to Cohen (2015), energy drink companies face the legal risk of being in violation of… Continue Reading...
Market Segments
Understanding the characteristics of the target market is a crucial step in developing the branding and marketing plan. This basically involves segmenting consumers. Consumers can be segmented based on their demographic, geographic, behavioral, and psychographic characteristics (Lamb, Hair & McDaniel, 2009). For the automobile industry, consumers can be segmented as follows.
Demographic characteristics
Individuals, male and female, families, middle- to high income, businesses, and professionals
Geographic characteristics
Behavioral characteristics
First-time buyers, repeat buyers, seeking functional benefits, with family needs, seeking social status benefits, seeking quality cars, seeking off-road capabilities.
Psychographic characteristics
Enthusiastic about cars
As per the table above, the target market is broad. It encompasses… Continue Reading...
is a winery located in Temecula, California. The case study illustrates some of the core concepts of the marketing mix, including product, pricing, placement, and promotion. Developing a successful marketing management plan for Stuart Cellars requires that each of these elements of the marketing mix be synchronized and attended to regularly, with ongoing analysis and assessment. With a product as universally loved as wine, it becomes critical to set one's own brand apart from the competitors, especially in a demanding and competitive market like that in California.
As profitable as the wine business can be, the product itself is dependent on several factors that may largely be outside… Continue Reading...
Strategic Approach to Marketing Communications
When undertaking any business activity, it is important to have a strategic plan. A strategic plan will offer a guideline on the way specific activity should be approached. It will enable the staff, management, and the stakeholders to assess the level of achievement in the organization. The results obtained will be compared with the projections estimated in the strategic plan. Marketing communication is an important aspect of any organization (Cheung & Thadani, 2012). It involves the language and presentation used when creating product awareness and encouraging customers to… Continue Reading...
.....operational and marketing capabilities on firm performance: Evidence from economic growth and downturns," Ahmed, Kristal & Pagell (2014) show how marketing and especially operational marketing capabilities in an organization can directly improve firm performance overall, with operational marketing being especially critical during slow times or externalities like economic downturns. The results of the Ahmed, Kristal & Pagell (2014) article show the importance of operational marketing and strategic brand positioning, especially as described in chapter 8 of the text. For example, the text lists the seven steps in the positioning process, starting with… Continue Reading...
Strategic management and marketing theory demonstrates that marketing activities are significantly affected by events in the external environment (Mullins & Walker, 2013). For instance, the PESTEL framework shows that business and marketing decisions must be made in consideration of political, economic, social, technological, environment, and legal factors. One event that is increasingly affecting marketing activities is the Syrian refugee crisis, which has resulted in the influx of hundreds of thousands of refugees into Europe (Kleintop & Schwab, 2015). This text considers the implications of the Syrian refugee crisis on the marketing arena. Attention… Continue Reading...
aesthetics and grooming needs of contemporary urban consumers.
This business uses a wide range of marketing methods to promote their business. Word of mouth is their primary marketing method, which is enhanced by relationship building through multiple social media platforms. The Toshi Dream Spa offers promotional contests through their Facebook and Instagram accounts. One of the promotional contests partnered with local artists to offer art giveaways for customers. Another contest asked followers of their Facebook and Instagram accounts to post pictures of "their favorite urban legend," "their favorite urban dog," and "their favorite food," and selected winners for receiving a $25 gift card. Through these… Continue Reading...