💸 Essays on Marketing

Service Quality for Customer Satisfaction and Loyalty

Introduction Customer satisfaction is critical in the travel industry because it helps companies to overcome competition and retain customers. For travel agents, achieving excellent customer satisfaction is particularly important because more and more customers today can book trips via the Internet without the support of a travel agent. However, in...

Marketing

Improving E-Mail Marketing Response

Introduction E-mail marketing is one of the most effective tools for communicating with customers and mapping their journey through the sales funnel. It offers an immediate avenue for direct response, allows for automation, and ensures greater personalization to meet the needs of the target audience (Frost & Strauss, 2016). An...

Marketing

Issues in Marketing Analysis

Abstract According to the American Marketing Association, marketing is the process whereby the organization plans and implements the different prices, various ways of promoting and distributing its products to satisfy the customers and be able to meet the objectives of the organization. (Bobette K.2008). When a company is doing marketing...

Marketing

Online Business Marketing Through Social Media

Social media is an appropriate venue that you can use for promoting and marketing your products. Normally, social media will center your interactions on potential customers, colleagues and current customers. Although social media has enormous potential in helping you market your products, the role it plays depends both on your...

Marketing

Marketing Concepts, Trends and Future

Marketing Mix and Marketing Strategy A marketing mix is a combination of factors that are likely to affect customer perception towards a certain service or product offered by a company. Four main factors that are included in the marketing mix; they are price, product, place, and promotion. The marketing mix...

Marketing

The Marketing Philosophy Analysis

Thinking Quality products and quality processes are said to be key factors differentiating market leaders from market followers. IMB is a market leader in IT products investing in new solutions and promotion campaigns. As a result, the key success factor for many firms is maximizing customer value. Rather than price,...

Marketing

Segmentation of the Consumer Market

Segmentation of the consumer market is a strategy in marketing where target markets are broken down into groups. These groups are divided on the basis of their needs (Lacobucci, 2001). Target markets with needs that are homogenous are put in the same groups. The groups must also have common priorities...

Marketing

Services Marketing: People, Technology, Strategy

Given your understanding of the three-stage model of service consumption, how do you feel management can also use this model to enhance the customer experience The three-stage model of service consumption outlined by Lovelock and Wirtz (2011) should be used by management to enhance a positive customer experience. Management has...

Marketing

Consumer Satisfaction and Purchasing Behaviors

Introduction This essay is divided into two segments; the first discussion covers the concept of consumer satisfaction while the second section focuses on the role of the course in understanding consumer behaviors. Besides definitions, the first section will also discuss the impact of consumer satisfaction on marketing and how markets...

Marketing

Dubai Electricity & Water Authority’s Customer Orientation System

Introduction The total quality management system, which was designed to improve all aspects of any type of production, is made up of several comprehensive concepts, and Customer focus is one of them. Customer focus is a strategy-oriented on serving customer’s demands. This concept leads to the successful performance of any...

Marketing

Hershey’s Chocolate Company Strategy and Marketing

Hershey’s Company is a biggest manufacturer of chocolate and confectionery products. In 2004, the company’s net sales reached $4.4 billion. Today, Hershey employs about 13,000 workers around the globe. The main brands are Hershey’s, Reese’s, Kit Kat, Kisses, Twizzlers, Jolly Rancher, Ice Brearers (Hershey’s Home Page 2007). As a market...

Marketing

Internal Marketing in Business Organizations

Internal Marketing Article Shiu, Y & Yu, T 2010, ‘Internal marketing, organizational culture, job satisfaction, and organizational performance in non-life insurance’, The Service Industries Journal, vol. 30, no. 6, pp. 792-809. The requirement for Understanding the Article The article mainly examines the impact of internal marketing on the insurance sector....

Marketing

Entering a New Market

Briefly explain the ways of entering a market The process of entering a market is a strategic decision that determines how a business will reach the target customers. There are different methods that a business can enter a new market. Many factors determine the entry strategy. Some of the key...

Marketing

Customer Driven Marketing Strategy

Describe this innovative idea Currently, people are encouraged to recycle most of the disposable materials such as plastics, tires, and papers. These materials contribute to most of our domestic and industrial litters. After conducting market research, I have decided to start up a plastic recycling business in my neighborhood. In...

Marketing

Coca-Cola Company’s Marketing Management

Introduction Such issues as low oil prices, the conflict in Syria, as well as certain financial constraints have contributed to the introduction of VAT in some Middle Eastern countries including the UAE. Although the country was a mecca for many businesses and individuals with its tax-free zone, the United Arab...

Marketing

Business-to-Consumer Market Relationships

Introduction The significance of marketing in the 21-st century is immense. The marketing process involves almost every person and company and constitutes an important element of success (Kotler & Keller 2012). Marketing plays a major role in resistance to harsh economic problems. Without proper demand, such as business operations as...

Marketing

Innovation Strategy: Apple Incorporated

Apple Incorporated remains one of the most profitable companies in the world. It innovates, designs, and markets superior products to its customers. The targeted stakeholders have developed positive attitudes and feelings about the processes, services, marketing experiences, and strategies associated with this company. The purpose of this paper is to...

Marketing

Management in the Goods and Services Fields Promotion

Introduction The sphere of goods and services promotion as one of the most rapidly developing sectors requires the active involvement of relevant strategies and techniques providing the assessment of significant factors. Marketers resort to various resources, including both theoretical aspects, for instance, the modern principles of preserving customer interest, and...

Marketing

Consumer Conformity and Marketing Theory

The purpose of this paper is three-fold. Firstly, it provides a summary of the article “Consumer conformity: review and applications for marketing theory and practice”, and then a highlight of the keywords that link the article with the topics of conformity and peer pressure is provided. Finally, an explanation or...

Marketing

Westfield Doncaster Shopping Customer Satisfaction

Shopping malls have one primary objective – to satisfy the needs of their clients. That is why most shopping malls have an expanded infrastructure targeting the versatile needs of the consumers. This paper focuses on how Westfield Doncaster Shopping Center could improve their customers’ shopping experiences compared to its competition...

Marketing

Dell Promotion Strategies

Promotion refers particularly to the on-air, online, and print activity of media outlets, and it has a particular characteristic not commonly associated with other products. Promotion can be ‘above the line promotion’ and ‘below the line promotion’. For Dell gaming system, the promotion mix (‘above the line’) will involve TV,...

Marketing

Marketing Strategies in the Firms

Briefly explain the ways of entering the market. List examples that fit these methods Firms can use different strategies to enter foreign markets based on their size and marketing objectives. One of the strategies is a direct market entry. This occurs when a firm decides to open a new branch...

Marketing

Apple in IT Industry

Today, Apple is a leader in the IT industry, and its strengths include knowledge, HR, relationships, selling, and history. The dramatic change made by Apple in the mid-and late 1990s has helped the company to become of the most profitable IT companies in the world and compete with IBM. It...

Marketing

“Effective Entrepreneurial Marketing on Facebook – A Longitudinal Study” by Fink et al.

Introduction Entrepreneurial marketing continues to intrigue researchers, scholars, and students, with new topics within the subject continuing to be uncovered through different approaches. The Journal of Business Research accepted for publication the article “Effective Entrepreneurial Marketing on Facebook – A Longitudinal Study” by Fink, Koller, Gartner, Floh, and Harms (2018)....

Marketing

Positioning: The Battle for Your Mind

Central Theme The book Positioning: The battle for your mind by Ries and Trout touches upon the great role positioning plays in the modern business world. The authors admit the fact that for the last several decades the model of 4 Ps has been given great attention. Product, Price, Place,...

Marketing

Pricing Strategies

Premium pricing strategy This falls under the product line pricing strategies. When a firm has products that are closely related, it tends to price them to match consumer demand in order to maximize profits. In a situation where substitute products have joint economies of scale, a firm may face heterogeneous...

Marketing

Whole Foods Market Inc. Analysis

Whole Foods Market Inc. has only recently edged its way into the American food market, yet it has already become extraordinarily popular with its target audience. The Grocery Retail Industry, in which Whole Foods operates, is a subdivision of a greater Food Industry. The Grocery Industry has been expanding recently,...

Marketing

Best Buy and Nivea Companies’ Marketing Management

Best Buy Case How has an understanding of consumer behavior helped Best Buy grow from a small specialty audio retailer to the world’s largest electronics retailer? Best Buy maintains a constant connection to the customers, and it is always keen on understanding their opinions. This is essential in helping the...

Marketing

Marketing and Business: Organization Plan

Introduction Marketing contributes to the success of a business in various aspects. It is through it that the public is made aware of the product, which in turn leads to the boosting of the sales. The reputation of a business is also greatly built through marketing. The organization plan helps...

Marketing

Customer Focus in Continuous Improvement Process

Customer focus is an important aspect of the continuous improvement (CI) process. Organizations must develop proactive approaches that are aimed at satisfying the different needs of customers. This is executed by gathering data related to the needs of internal and external customers. A critical aspect of enhancing the CI process...

Marketing

Marketing Systems and Promotions Process Model

Introduction Marketing is a vital process in any business regardless of the nature of the enterprise. Marketing refers to the establishment of the value of a given product, service, or brand and communicating that information to the consumers. This paper focuses on the significance of marketing to organizational success, the...

Marketing

Marketing Analysis: Benefits and Concepts

Introduction Businesses should use powerful strategies to deliver their finished products or services to the greatest number of customers. This goal can only be realized through the use of efficient marketing practices. This essay gives a detailed analysis of marketing, its benefits, and concepts that must be taken seriously to...

Marketing

Global Retail Strategies and Channel Structures

Global retailing involves the selling of commodities internationally by small-scale and large-scale vendors. It also entails multicultural and cross-bordered transactions. This type of trade expands the available opportunities for customers and retailers. Forms of Retailing Retailing involves the reselling of goods bought from producers or wholesalers to consumers. The different...

Marketing

The Marketing Channel: Product, Price, Place and Promotion

Marketing is a social process concerned with the identification of consumer needs and formulation of the best way to satisfy those needs. The concept of marketing is anchored on the marketing mix, which comprises of the 4 ‘Ps’ of marketing. The four “major ‘Ps’ include the product, price, place and...

Marketing

Pricing Strategy in Marketing

Introduction Marketing can be viewed as a set of functions that include product development, packaging, pricing, advertising, selling, distribution and customer service. All of these functions are studied under the term “marketing mix” – consisting of the 4 Ps; – product, pricing, promotion and place. Pricing is a vital strategic...

Marketing

Product Life Cycle Stages

Product life cycles consist of the introduction stage, growth stage, maturity stage, and decline stage. It is possible to show the product life cycle stage of each product by reviewing its market trends over some time. Introduction stage Products in this stage are 3D television and holographic projection technology. The...

Marketing

Use of Social Media as a Marketing Tool

Introduction The sheer proliferation of social media platforms such as blogs, wikis and online forums has created an unprecedented opportunity for companies to take advantage of this new social trend to promote particular products and services via online social platforms. Nearly 22% of all online activity within the U.S. alone...

Marketing

Roots Marketing the Marketing Research Opportunity

Introduction Marketing in an integral part in product development as it creates awareness of the existence of a products or service in the market; the initial stage in developing a marketing strategy is marketing research. There are different approaches to a marketing research; they need to be combined when making...

Marketing

Comfort Company Marketing Plan: Innovative Capabilities

The Company and the Product Comforn is one of the telecommunication firms specializing in the production of high technological electronic products, computer hardware, and software. The firm’s products include personal computers, media devices, mobile communication, and portable-digital music players. Within the mobile communications category, the firm will be launching into...

Marketing

Consumer Behavior in Marketing

Why is it important to encourage repeat purchases and customers from a marketing perspective? The three most recent products I purchased included a Samsung touch screen phone, a blazer, and a pair of shoes based on cognition, impulse, and experience. These products uniquely addressed my consumer needs to communicate, cover...

Marketing

Consumer Behavior in Marketing

Repeat Purchases & Customers In recent years, a considerable amount of effort has been devoted to understanding the importance of repeat purchases/consumers in a dynamic and competitive marketing environment. The knowledge synthesized from available literature demonstrates that economic success and competitiveness of most organizations depend on their ability to maintain...

Marketing

Consumer Behavior and Marketing Strategies Relationship

Consumer behavior is closely associated with individuals’ needs and wants. This is of particular concern to consumers’ buying decisions that are motivated by various factors, including cultural values, economic level, social status, climate, and geographical location. All these components influence significantly the marketing decisions because this sphere is specifically interested...

Marketing

Differentiation in the Marketing Mix

Convenience stores enable marketers to satisfy the entire range of customers with different products and services within the one-stop shop. Marketing mix differentiation involves the provision of a marketing mix that is distinct and better than what competitors offer. It includes fine-tuning all the elements of the marketing mix to...

Marketing

Service Quality and Customer Satisfaction – Marketing

Because of the distinct characteristics of customers in B2B environments, players need to comprehend their nature and circumstances. As customers complete business transactions involving large volumes of products and services, creating customer loyalty through proper management is of paramount importance. It is generally accepted that customer loyalty leads to profitability...

Marketing

Consumer Behavior Patterns

Elements of Consumer Decision-Making Process Consumers have to choose between various products and services. How they end up making these decisions, is of importance not only to the consumers themselves but also to marketers and policy makers. Various elements influence this decision-making process. Such elements dictate the choices made by...

Marketing

Consumer Behavior and International Marketing

Consumer decision-making process depends on the amount of effort that goes into the decision every time a purchase has to occur. Some researchers view it as a continuum, which depends on one end by habitual decision-making and the other end by extended problem-solving (Solomon, 2006). Most purchase decisions fall somewhere...

Marketing

Core Strategy

How have you seen the core strategy demonstrated by companies and or to the benefit of customers? Many companies have used core strategy to differentiate themselves from competitors through several ways that are beneficial to customers. One of them is through innovation and continuous improvements. The innovation and improvement capabilities...

Marketing

Thomas Nationwide Transport Company’s Marketing Strategies

Abstract The paper discusses issues on marketing and starts by introducing Thomas Nationwide Transport (TNT) Company and the various points of its business strengths. TNT was founded in Australia in 1946 as a service delivery company. It is currently a global company serving customers in over two hundred countries all...

Marketing

Sports and Energy Drinks Marketing

Product Description Product/Service and Industry Sector Foot orienteering is a sporting product that requires participants, who are the young, the middle-aged, and the old individuals, to employ navigation skills. According to Ferguson and Turbyhill (2013), foot orienteering is a sport that entails navigations in terrains that are unfamiliar to the...

Marketing

Marketing Research Interests

Marketing research is very vital for any organization. Different organizations engage in marketing research to determine the needs of their customers to ensure that the needs of these customers are met. Marketing research can be easily defined as the process through which a marketer seeks to obtain information on consumers’...

Marketing

Concept of ISO 9000

ISO 9000 is a set of regulations that form the basis of quality assessment for business organizations. These standards are used by business entities to ensure that business operations are carried out according to the guidelines set by the relevant authorities. These guidelines include statutory regulations. In addition, the guidelines...

Marketing

Social Media Marketing

What can social media brand conversations provide marketers that traditional media cannot? Social media is the platform of interaction used by individuals and groups to author and share content generated by users. The conversations carried out about brands in social media are more helpful to marketers than traditional media because...

Marketing

Toyota Prius Consumer Decision-Making Process

The consumer decision-making process is a five-step procedure that a typical customer is likely to follow before, during, and after purchasing a product. The first step is needed recognition, which refers to the gap brought about by the ideal and actual state of a need. Product marketing influences need recognition...

Marketing

Consumer Behavior and Decision Making Process

Marketers Using Consumer Decision Making Process Consumer decision-making process takes a number of steps, which include recognizing the need, searching for information, evaluating different alternatives, making the purchase and finally the post-purchase behavior. Recognizing the need is the first step and it is extremely crucial in making the final decision...

Marketing

“L’Oreal Ever Crème” Advertisement

Introduction The growth of advertising has lately been influenced by the company’s competition for business and the urge to broaden their market scope. Most companies today are aggressively advertising their products. The use of propaganda and weasel words is very common in advertising. Propaganda influences the attitude of the target...

Marketing

Kudler Fine Foods Company Marketing Communications Plan

Kudler Fine Foods have hired ABC Consultants to evaluate the significance of psychographic and demographic information as the company prepares to design its marketing strategies. In addition, our company is also tasked with the responsibility of assessing when Kudler Fine Foods should use data generated to make marketing decisions. Over...

Marketing

Supply and Demand

Price Elasticity of Demand The demand of a commodity can be classified as being inelastic, elastic or unitary elastic in response to changes in price. Demand is inelastic when price increase leads to less than the equal decrease in demand. However, elastic demand refers to a situation where percentage increase...

Marketing