Essays on Marketing Management

Introduction of the Product

A Polaroid Cube is a delightful and little camera that takes the still shots as well as video. Just as the name suggest, it is a tiny tube about 35mm on the side. It can stick to any and all the magnetic surfaces and even a dinner folk. The cube can be tossed and can be taken around to take the life's precious moment in town or an adventure (Amstrong, & Kotler, 2011 p.12). However, the cube can be used any place in any circumstance to take photos and video recording. The cube comes in red, blue and red colors ...

Executive summary

The smart home integrated energy efficiency product will come in packages of silver, bronze, and gold to target consumers and homeowners in the United States of America. Bronze packaged products will be marketed to consumers of lower income bracket while energy efficiency products that are packaged in silver and gold will be marketed to high-income homeowners. This product is fabricated to ensure that it reduces the amount of energy consumed by electric appliances and in effect reduce the electric bills that are paid by consumers. Due to the complexity of this product market representatives will be used to visit ...

Social changes refer to changes that happen over time affecting the behavioral patterns and accepted social norms and practices. Marketing as a practice has both a philosophical and practical definition with regards to its applicability in society.it can basically be defined as the activity and set of institutions for creating, communicating and delivery of offerings that have impacts on clients and society alike. By implementing social changes in the field of marketing, the benefits accrued from such endeavors are plentiful and more often end up having long-term social and economic effects. Examples of social changes that have been implemented ...

Introduction

Companies in different industries are adopting marketing strategies that aid them achieve uniqueness and difference from their competitors. At an age where companies experience stiff intra-industry competition, it is imperative that their marketing managers be regularly involved in the development of distinct strategies that help them acquire a comparative advantage over their competitors. The whole process of adopting unique marketing strategies to attract a certain target market is called strategic marketing. According to Wilson & Galligan (2012), strategic marketing refers to all activities undertaken by a company to differentiate itself from other players in the same industry in the marketplace. ...

Executive summary

Drone technology has been in used for quite some time now in many western nations for military operations. More recently, this technology is being applied to manufacture inexpensive technology and in the filming technology. Unmanned systems commonly referred to as drones continue to be made available to different consumers globally for their private means. The use of drones in the film making industry has helped to improve the quality of films produced. Further, it has increased efficiency and grown the film industry as film directors are able to capture moments that were nearly impossible to obtain some few years ...

Executive summary

This product is centered on virtual reality technology. As a matter of fact, this product is designed for law enforcement officers. By simulating the dangerous conditions and circumstances that police officers have to work under on a periodical basis, the software will help law enforcement officers, make better decisions in a short period. Some of the decisions that it will help a law enforcement officer make are when to discharge a weapon when to engage a suspect and how to ascertain whether a situation has a potential of being volatile. What is more is that this software not only ...

Introduction:

The main purpose of writing this report is to determine the marketing metrics and marketing effectiveness of Apple. Marketing metrics are the performance indicators, which permits the business to perform overall marketing performance. The marketing metrics help to attain greater accuracy in the business activities. Marketing plays an active role in the business and the success lies in the marketing abilities. The marketing metrics are categorized into various types’ namely behavioral, financial, physical availability and consumer profile etc. In this report, these metrics with respect to Apple Inc. will be discussed. As a marketing consultant, I will provide the ...

In the context of contemporary global business environment, marketing as become an essential part of an organization offering nay product or service. The escalated competition and dynamic global market has prompted both the small and large organizations to consider the significance of the role that marketing could play in the viability, sustainability, and profitability of the business. The marketing unit of an organization plays a crucial role in the bureaucratic management and it is the one of the only department that has direct impact on with customers. The role of marketing is quite comprehensive and it consistently contributes to ...

CHAPTER FOUR

Introduction This study will mainly focus on the ways that can be proposed so as to make the medical care provision of Russia be improved. The results that will be achieved from this research work will immensely contribute to the improved and much efficient health care provision in Russia.

Findings

Notably, the research methodology employed a mixture of both qualitative and quantitative analysis. We shall therefore look at the various prospects of Russian healthcare business in the global international healthcare market. Some of the most visible prospects and fragments that are the backbone of the healthcare sector include demographic issues, ...

Service Life Cycle

The service lifecycle Products and services go through life cycles that are determined by the marketability of the product. The most common stages that services and products go through during its lifetime are the introduction, growth, maturity, decline or innovation. The strategy formulated will incorporate these stages. The introduction phase is largely a stage of experimentation to ascertain the product that is well received in the market (Kowalkowski et al. 2016). The growth stage will be a stage where there is an increment in sales due to the increased demand for the product. At this stage the firm will ...

MARKETING MANAGEMENT

The NIVEA label is among the most acknowledged beauty and skin care lines in the sphere. Nivea jelly was first initiated in 1991, and its brand now expands to 14 international commodities, which range from facial moisturizers to sun care, shower products, and deodorants. In 1980, Beiersdorf, an international firm that possesses Nivea initiated its NIVEA FOR MEN variety globally, which broke the current base with its after crop balm product. It was the initial cream in the market without alcohol and could irritate the derma. It turned out to be extremely popular with customers (Hitt, Ireland & Hoskissson, 2007, ...

Essay

What is the most important factor to consider when determining the elements of the marketing mix? In order to determine the elements of the marketing mix, one should consider those special relationships, which exist between the needs of a customer and the need-satisfying potential of the product. Here we are to speak about the product utility or in other words about the potential of the product to meet the need and the wants of the customer from the point of its functional, psychological and aesthetic characteristics. It is quite a well-known fact that wherever the organization applies for marketing ...

MANAGEMENT

Today, the world of sports has an immense number of fans following with subsequent industrial growth. According to Schlesinger (2016), the American population was recorded more than 320 million and Jones (2015) claimed that more than 60% of American population is a diehard fan of sports. Among innumerable sports, the National Basketball Association (NBA) has 17.7 million viewers; the Major League Baseball (MLB) World Series has 14.9 million viewers, and the National Football League (NFL) Super Bowl had record-breaking 108.7 million viewers throughout United States of America (USA; Thompson, 2014). Surprisingly, more than half a million viewers of each ...

“Food Advertising and Marketing Directed at Children and Adolescents in the US”

Mary Story & Simone French Mary Story and Simone French raised certain important issues in the study devoted to the analysis of food advertising and marketing aimed to govern the opinions of children located in the United States. The authors stand to the position that the companies treat adolescents and children as the major partners in the promotion of the food or relevant goods in this industry. From this perspective, children become the primary objective for the managers of the companies that concentrate on understanding of the needs of these children and this interest. Meanwhile, children are believed to have ...

Introduction

This project is an article review project that covers important elements and aspects of the chapter “Building Customer Satisfaction, Value, and Retention”. This is a chapter in the section “Understanding Marketing Management” in the authoritative book Kotler on Marketing. The focus of this research will be on customer satisfaction, customer value and customer retention in the context of marketing management. This project will include the review of four scholarly journals and articles on marketing and an application of its key concepts to the chapter. Thus, for each article, there will be a 500-600 word critique of the article and ...

Introduction

The case dwells upon the situation, in which a new Major Accounts Management, Zain, who recently joined the organization Zoro Stationary, found himself, ones trying to adjust to the new environment. The reality demonstrates that the previous experience of this professional, which encompasses over ten years in one of the major regional clothing and household retailers allowed good insight into the purchasing and customer behavior. The challenges, associated with the change of the industry, corporate culture and personal diversity, however, built on a number of difficulties in adapting his skills to the new role. The learning process within the ...

Segmentation

1. Segmentation is a process of ensuring division or partition in accordance with needs. The objective of segmentation is to achieve simplicity (Williams & Curtis, 2007). Further, its purpose is to ensure innovation, diversification, nurture, defend, re-launch, keep, and repositioning of the product. There are several segments in the industry according to the specific domain. This can be considered from an example that the software can be divided or segmented by the product’s nature, customers, and locations etc. There are two approaches that are widely used in segmentation; they are macro segmentation and micro-segmentation. In macro-segmentation, organizational size and ...

Abstract

Marketing is an essential functionality in the business set up. For the procedure to be effective, marketing has to have clear objectives that are set in the organization. The objectives can be cascaded down to the individuals who have taken up certain roles in the marketing department for instance. Aggressive promotion while at the same time making identification of the expected target for the particular service or product is of importance. The marketing content is also crucial, and this can be promoted by the presence of activities like marketing strategies and strategic marketing which can be solely managed in ...

Introduction

The strategy is the purpose and direction an organization takes to get to its future and achieve long-term goals. It involves motivating trustees in the organization to engage meaningfully with the external environment. The organization, thus, matches its diverse capabilities with the needs of the stakeholders. An organization and in this case the MacDonald has a strategy that determines how the business relates to the outside world. It also determines how the organization will take every opportunity to innovate, improvise as well as make improvements. MacDonald should have a strategy that concentrates on priorities, making sure that the organization’ ...

Overview

Successful development of products is an important cornerstone for the success of any firm. Thus, there exist significant incentives for the firms to introduce new and viable products to markets. Also, the payoff regarding financial success can help enhance a firm’s profitability and growth that is not achievable with existing services and products that could be nearing the maturity stage in their cycle. Finally, development of new products can be a source of important economies of scale for a firm (Rajiv and Naresh, 2008). In that view, Apple considers extending its product line and seeks to conduct a ...

Marketing Mix

Product positioning The Silk Almond milk positioning is based on the benefits, ingredients and size. It is meant to offer more calcium than the dairy milk in addition to being an excellent vitamin E source. Further, it has low calories with 60 per serving, no saturated fat or cholesterol, no added artificial flavors, colors, free of soy, dairy, casein, egg, lactose, gluten and MSG. Finally, it is also non-GMO verified. In that view, it is meant to address the consumers’ health concerns (Silk, 2016). Regarding the ingredients, the original silk almond is rich in almonds and filtered water, Sea ...

Introduction

Effective marketing strategy is necessary for ensuring that a new product or service is well communicated to the target segment. With that, this report presents a summary of a marketing strategy for a walk in clinic. The report describes the product, the consumers, the impact of outside agencies and regulators, anticipation of the changing market and the importance of the marketing strategy.

Marketing strategy

Product Information Service Description The proposed service is a walk in clinic focusing on the urgent care services such as laboratory testing, sutures, x-rays and removal of foreign bodies. The Clinic will be based in New York ...

Introduction

Marketing is present in almost all business enterprises because it ensures proper access and provision of both goods and services for customers and suppliers respectively. Elements in marketing revolve around the commonly known four Ps of marketing which are; product, price, place and promotion. They work hand in hand to bring out a force that is prudent for any operations related to business. Medical supplies are essential provisions in the community. Ruby Creations Investment is a business enterprise that deals with the supply of radiology equipment both in the vicinity of its operation and different regions of the country. ...

In what ways has the Views of Marketing changed?

There are a number of ways in which my views on marketing have changed since the beginning of the semester. According to the lecture, marketing is the activity set by institutions and meant to communicate to potential clients about the existence of a particular good or service. Marketing therefore is comprised of a number of ways in which marketers use to reach potential customers. From learning this course, I have gained knowledge on the subject of marketing. In order for marketing to be effective, it is crucial to first understand the marketplace and the needs of the clients. Secondly, ...

Different business organizations utilize varying marketing strategies the help them win in the competitive business environment and make profits. The type of marketing strategy adopted by any firm depends on the industry where the firm operates, the location, the size, and long-term and short-term goals of the firm. In the present digital age, organizations need to use sophisticated and advanced marketing strategies to help them win both local and global competitive advantage. An effective marketing strategy composes of many elements that together assist the firm to achieve its goals. The following paper provides an overview of strategic marketing process ...

Part 1

There various ways through which a marketing manager can apply marketing management functions. As a manager, I would focus on market analysis function to determine the changes in the market environment. Through the analysis, I would be able to acquire the correct and complete information regarding the market operations that would assist me in tackling the other functions. SWOT analysis would be a guiding principle in during this step. Secondly, I would foster using marketing planning to form a basis of the information received from the market analysis step. This would assist me in developing marketing strategies to guide ...

Executive summary

Addressing problems and issues requires effective identification of the most relevant factors that shouldbe addressed. With that, a comprehensive analysis involving a study on key factors that would affect the occupation level of the Lyric apartment is crucial in designing strategies to ensure full occupation. Thus, this report provides a study of the factors that are relevant to the occupation issue and recommends strategies that effectively address the identified needs and preferences. In that respect, it is identified that the apartments’ proximity to the University makes it more attractive to the students who are mainly youthful and seeking convenience. ...

Company Background

Coca-Cola is a leading brand in the beverages industry. The company has a global presence and is the third strongest brand in the world. It was formed in 1886 in Atlanta by a pharmacist. The products of the company include the soft and carbonated drinks. The company has enjoyed enormous growth over the years of its operations and diversified its product portfolio. The growth of the company is attributed to its vast distribution and the bottlers’ network around the globe. The industrial operations and the B2B selling have contributed a lot in the success of the company. The business ...

Introduction

Flipkart is an e-commerce company which was founded on 5th September in 2007 by Binny Bansal and Sachin Bansal. The firm is headquartered in Bangalore, India and employs approximately 33,000 people. The firm was started with an initial investment of INR 4 lakh or $6,000. In a manner of few years, the Flipkart business model became a successful one and transformed the form into one of India’s most successful and prosperous e-commerce firm. Flipkart was initially launched as a simple website to be used for price comparison, but then it took the shape of an e-commerce ...

BUSINESS TO BUSINESS MARKET

Deloitte is an international company that offers professional services to the firms and companies around the world. It is a private company, founded in 1845 in the UK. Regarding revenue and the number of professionals, it is the second largest professional service providing company in the world, headquartered in the United States in the city of New York. The major professional services of the company include the following (Deloitte, 2015a):

Audit & Risk Advisory

Consulting Financial Advisory Tax Enterprise Risk It is currently working with around 225,500 professionals in its global network of 150 countries. The company has successfully generated the ...

The Sorbet Group has enjoyed much success in the South African beauty business. This has been brought about by effective human resource practices coupled with excellent customer relations. Given the kind of expansion that the group is undergoing especially in franchising, there are questions about whether the company will maintain the same level of customer service and brand awareness. What is Sorbet’s brand positioning? How would you describe the brand’s personality? How does Sorbet communicate its positioning and personality? Brand positioning is an essential element for the success of any given business. It refers to the specific ...

In the automobile industry, there are several manufacturers of the different brands, makes and models of the vehicles used by almost anyone globally. Different people require different vehicles that suit their needs. These vehicles are brought for a purpose; depending on the consumer needs. This consumer needs vary geographically, demographically, psycho-graphically and in terms of customer behavior . Each of these factors can be broken down further into smaller segments. This is a diverse market with different needs and qualities. Marketing using the same strategy would be detrimental. A form of marketing therefore has to be devised to take advantage ...

Ferrel, D. & Hartline, M. (2011).

Executive summary

Addressing problems and issues requires effective identification of the most relevant factors that should be addressed. With that, a comprehensive analysis involving a study on key factors that would affect the occupation level of the Lyric apartment is crucial in designing strategies to ensure full occupation. Thus, this report provides a study of the factors that are relevant to the occupation issue and recommends strategies that effectively address the identified needs and preferences. In that respect, it is identified that the apartments’ proximity to the University makes it more attractive to the students who ...

(Caltex Brands 2016-2018)

Executive Summary

This report outlines a marketing plan for Chevron Singapore (Caltex brand). It has been observed that sales volume by Chevron Corporation has been declining over the past three years, and that is why this marketing plan was formulated to increase the sales volume, increase the Caltex brand awareness in those troubled markets and improve stakeholder and customer relationships between Chevron and the public. For a successful marketing plan, certain strategies which include PEST, SWOT, and Industry analysis were carried out. In PEST analysis, the factors arising from political, economic, social and Technological environments were analyzed. To ...

“Successful international firms frequently introduce standardized products covering most market needs, thereby replacing many specialized products"

Introduction The globalization and internationalization has increased the concerns of international business and international marketing. The firms have been involved in developing themselves into the Multinational Corporations (MNCs) rather than local and national firm. It has resulted in various MNCs across the world such as Coca Cola, McDonalds, Pepsi Co., KFC, Wall Mart, Zara, Unilever, Nestle etc. Marketing strategy is defined as the development of the decisions for the resource allocation, relationship of the company with the investors and the timings for the actions. With the growth in the internationalization, the management of the companies is now more concerned ...