Marketing essays
Last update: May 15, 2015-
Philip Kotler - Principles of Marketing
Markets are changing fast. New markets are emerging, trading blocks are extending and communications channels about products and selling them are changing at a revolutionary pace. The signs of this change are everywhere in this text. Many people will use Principles of Marketing alongside its associated CD- ROM, Interactive Marketing. An increasing number of references are now Web- site addresses that anyone can access from their PC. Yet amid this turmoil some issues remain the
Rating:Essay Length: 593 Words / 3 PagesSubmitted: October 10, 2010 -
Marketing Information System (mis)
Marketing information system (MIS) consists of people and procedures for assessing informational needs, developing the needed information and helping decision makers to use the information to generate and validate actionable customer and market insights. The steps are: 1)Assessing the information needs 2)Developing needed information from internal company databases, marketing intelligence activities & marketing research 3)Analyzing and using information to develop customer insights, make marketing decisions and manage customer relationships MIS provides information to the company's
Rating:Essay Length: 234 Words / 1 PagesSubmitted: November 26, 2010 -
Marketing - Cadbury Schweppes
Cadbury Schweppes is one of the UK's best-known companies. It was formed in 1969 by a merger between two companies with distinguished histories: Cadbury and Schweppes. It is a major public limited company (plc). Since 1969, Cadbury Schweppes has grown into an international confectionery and beverages company, selling chocolate, sweets, gum and beverages around the world. It is constantly extending its product range by developing both new and existing products as also buying other companies
Rating:Essay Length: 367 Words / 2 PagesSubmitted: November 27, 2010 -
Marketing Influence on Children Which in Turn Influence Parents Buying Behaviour for Toys
DECLARATION This work has not previously been accepted in substance for any degree and is not being concurrently submitted in any university or institute for any degree. Signed Miss. Azalea Veronica Moses____________________________________________ Date 27/11/2010______________________________________________ STATEMENT 1 This thesis is the result of my own investigation, except where otherwise stated. Where correction services have been used, the extent and nature of the correction is clearly marked in a footnote(s). Other sources are acknowledged by footnotes giving
Rating:Essay Length: 10,044 Words / 41 PagesSubmitted: November 30, 2010 -
Marketing Planning - Market Positioning
You must realize that your product or service cannot be all things to all people. Very few items on the market today have universal appeal. Even when dealing in basic commodities like table salt or aspirin, marketing people have gone to all sorts of extremes to create brand awareness and product differentiation. If your product or service is properly positioned, prospective purchasers or users should immediately recognize its unique benefits or advantages and be better
Rating:Essay Length: 510 Words / 3 PagesSubmitted: December 3, 2010 -
Toyota Marketing Strategy
ultural This force along with demographics would set a base for what customers are interested in. Toyota's strategy hit society in what could probably be the best time. Gas prices are high and people drive vehicles that are not economical. Society is in the need of change and Toyota was offering a solution. 3. Evaluate Toyota's marketing strategy so far. What has Toyota done well? How might it improve its strategy? In my opinion, and
Rating:Essay Length: 479 Words / 2 PagesSubmitted: December 23, 2010 -
Term Paper on Marketing Process of McDonald's Corporation
Objectives This study shows how McDonald's continually aims to build its brand by listening to its customers. It also identifies the various stages in the marketing process. Company Profile McDonald's Corporation is the world's largest chain of hamburger fast food restaurants, serving more than 58 million customers daily. A McDonald's restaurant is operated by either a franchisee, an affiliate, or the corporation itself. The corporation's revenues come from the rent, royalties and fees paid
Rating:Essay Length: 1,717 Words / 7 PagesSubmitted: December 25, 2010 -
Marketing Product Failure Research
2.What lessons one can learn from DuPont's success and failure? Many lessons were learnt from success and failure stories of DuPont. They are summarized as follows: * Investments such as in research and development must be able to have payoffs in the long term. * High expectations due to previous breakthrough successes. * There is a huge amount of uncertainty since there is no guarantee of every research being used successful in its innovation. It
Rating:Essay Length: 1,189 Words / 5 PagesSubmitted: December 29, 2010 -
Marketing Strategy for a Business - Pepsico
Strengths, Weaknesses, Opportunities and Threats (SWOT). SWOT analysis is a tool for auditing an organization and its environment. It is the first stage of planning and helps marketers to focus on key issues. SWOT stands for strengths, weaknesses, opportunities, and threats. Strengths and weaknesses are internal factors. Opportunities and threats are external factors. n SWOT, strengths and weaknesses are internal factors. For example: A strength could be: * Your specialist marketing expertise. * A new,
Rating:Essay Length: 2,374 Words / 10 PagesSubmitted: December 30, 2010 -
McDonald's Marketing Strategy
McDonald's marketing strategy is the foundation of its organizational strategy and its success. Its marketing mix and strategy are key elements for the organization achieving its mission and goals, which involve improving on its strengths and addressing any weaknesses. Strengths must be used by the company in order to maintain their position in the fast-food market and build on competitive advantage; their weaknesses must be improved in order to connect to the changing market. McDonald's
Rating:Essay Length: 366 Words / 2 PagesSubmitted: January 1, 2011 -
Marketing 3.0 Book
INTRODUCTION In this new book, written by Iwan Setiawan, Hermawan Kartajaya and Philip Kotler titled Marketing 3.0: Values-Driven Marketing or the human-centric era is the age where consumers will be treated as human beings who are active, anxious, and creative. They define Marketing 1.0 as a product-centric era, marked with the famous saying of Henry Ford, "Any customers can have a car painted any colour that he wants as long it is black". When it
Rating:Essay Length: 387 Words / 2 PagesSubmitted: January 2, 2011 -
Air Deccan - Marketing Plan
Marketing Plan Problem Statements Ramaswamy Gopinath is weeks away from opening a business that will provide the India with their first low cost air carrier and provide all Indians with low fares and the opportunity to fly for the first time. Mr. Gopinath needs to be able to convince his investors that his business model will be successful in the Indian market and that Air Deccan will become a very successful and profitable Company.
Rating:Essay Length: 572 Words / 3 PagesSubmitted: January 2, 2011 -
Does Marketing Create or Satisfy Needs?
First we must look at the types of goods or services that are commonly advertised and break those up into segments. The segments that we'll use will be: primary goods/services, and luxury goods/services. In my discussion of the primary segment I will cover some basic needs products such as foods (groceries, supermarkets), housing (real estate), and personal grooming (soaps, shaving, and tooth-paste). These are the goods that consumers are purchasing no matter what the state
Rating:Essay Length: 408 Words / 2 PagesSubmitted: January 4, 2011 -
Whole Foods Market
Introduction By 2005, Whole Foods Market had evolved into the "world's largest retail chain of natural and organic foods supermarkets." Their rapid growth and success is primarily due to being highly selective about what they sell, as well as being dedicated quality standards and core values. Whole Food's stated mission statement was to "promote vitality and well-being for all individuals by offering the highest quality, least processed, most flavorful natural and naturally preserved foods available."
Rating:Essay Length: 1,586 Words / 7 PagesSubmitted: January 5, 2011 -
Internal Marketing Tactics
1. Develop a "Touch-Point" exercise to identify all the places that your organization comes into contact with the marketplace. 2. Measure Employee Awareness and Satisfaction - see if this ties into customer satisfaction. 3. Create an internal advisory board that positions top performers as internal consultants on new marketing messages or HR issues. 4. Hit the road with a salesperson. See what you can learn from the experience. 5. Develop an in-house radio program to
Rating:Essay Length: 402 Words / 2 PagesSubmitted: January 17, 2011 -
Marketers - Features and Benefits
Marketers need to know consumer needs so that they can target those needs with specific products and services. This linkage helps a consumer understand how the product helps satisfy her needs. Features and Benefits Marketers will match the features and benefits of various products and services to the needs of customers. When the consumer recognizes the benefit and is convinced it will serve his need, chances of a sell are enhanced. Types A marketer must
Rating:Essay Length: 262 Words / 2 PagesSubmitted: February 6, 2011 -
Analysis of Nonprofits in Small Markets
After flying hours above the Atlantic, the anticipation for what a first-time European traveler will see is overwhelming. Europe is a land deep in history, a history filled with buildings and artwork older than the American Declaration of Independence. Nothing can prepare you for the decent into a world completely differently than your own. The landscape in the Netherlands is reminiscent of a patchwork quilt, perfectly square farms divided by streams and grassy paths. There
Rating:Essay Length: 1,600 Words / 7 PagesSubmitted: February 12, 2011 -
Le Marketing Viral : Le Bouche À Oreille (french)
A l'heure actuelle, le marketing relationnel est très à la mode, il s'agit d'une technique de marketing à laquelle le consommateur contribue et dont il se fait l'intermédiaire, voire parfois l'ambassadeur. Les stratégies mises en oeuvre par les annonceurs placent le consommateur au centre du processus de communication qu'ils élaborent afin que celui-ci transmette des informations par ce que l'on peut appeler un bouche à oreille. Le but de ce type de marketing est
Rating:Essay Length: 777 Words / 4 PagesSubmitted: February 21, 2011 -
L'oreal - Brands Market Share for Cleansers
L'OREAL L'Oreal launched its 'Plenitude' line of products to the US market in 1988. Plenitude sales grew and quickly one of the top brands in the market. However, after some initial success the products, its been 8 or 9 years and the company has still not generated any profits. Plenitude, in the U.S. mass-market category, competes in three segments: daily moisturizers, treatment moisturizers and cleansers. Plenitude was launched in 1982 in France and is
Rating:Essay Length: 432 Words / 2 PagesSubmitted: March 2, 2011 -
Helloglobal Market Analysis
helloGlobal market of instant coffee is at $17 billion dollars. With this figure, Starbucks coffee, the market leader in the specialty coffee market has joined the instant coffee market. Moreover, this is also caused by the financial downturn happening in the US. With this new participant in the instant coffee market, there are possibilities of having new trends in coffee drinking especially that Starbucks is a respected brand in the coffee market. In the Philippines,
Rating:Essay Length: 397 Words / 2 PagesSubmitted: March 6, 2011 -
Marketing Strategy - Kick It Home! Video Game
Defining the Opportunity a) Our prospect consumers are parents buying the product for their children. We have determined this by analyzing the report "Kid's Sports" by Warren Clark. We extracted from the report that 20% of all young kids in Canada play soccer. The trend is growing. However, in general sports participation is declining steadily over the years. As people shift away from outdoor activities, we see an opportunity to develop and indoor interactive soccer
Rating:Essay Length: 1,044 Words / 5 PagesSubmitted: March 9, 2011 -
Marketing Mix - Heineken
Applying the tool-Marketing Mix (4P) of Heineken has met, in a very efficient way, the needs of customers with products and reasonable prices, creating convenience for customers and how to reach the appropriate customers. 4.1. Product Heineken is defined to be a product as a collection of physical, psychological and symbolic attributes that collectively yield satisfaction, or benefits, to a buyer or user. Taste and quality of Heineken never change wherever users enjoy in the
Rating:Essay Length: 452 Words / 2 PagesSubmitted: March 11, 2011 -
Marketing Research Proposal - Aleve's Brand Company
Marketing Research Proposal Case 3.1 Aleve Executive Summary This study provides an overview of the proposed research solutions for the Aleve's brand company. The company is committed to provide a quality product to its consumers. Aleve is an over-the-counter (OTC) pain medication that provides relief for a variety of conditions. The Bayer corporation came into Aleve after P&G had not been able to move Aleve beyond a 6 percent market share. The aim of this
Rating:Essay Length: 1,036 Words / 5 PagesSubmitted: March 12, 2011 -
Stock Market India Analysis
STOCK MARKET ANALYSIS The Indian markets managed to stage a rally. The big trigger of course was lack of major disappointments in the Budget. Impressive monthly auto sales figures coupled with upbeat economic reports further added some boost to the sentiment on Dalal Street. The core sector growth stood at 7.1% in January versus 6.1% in December. Exports surged 34% in January while the trade gap shrank. The manufacturing PMI touched the highest level in
Rating:Essay Length: 313 Words / 2 PagesSubmitted: March 14, 2011 -
Gm's Marketing Strategy
GM's marketing director for new ventures, Ken Stewart, says "if you want to get a lot of hybrids on the road, you put them in vehicles that people are buying now." This seems to summarize the U.S. auto makers' approach to hybrids. W 3. Evaluate Toyota's marketing strategy so far. What has Toyota done well? How might it improve its strategy? In my opinion, and based on the case, Toyota brought a new product with
Rating:Essay Length: 479 Words / 2 PagesSubmitted: March 18, 2011