Introduction Globalization has created an opportunity for corporations to enter foreign markets and this has driven multinational companies to exist in many countries in order to tap a significant market share there by increasing their revenue. Besides, the increasing number of firms dealing in similar product lines implies that in...
Synopsis The presence of intense competition among Personal Computer (PC) manufacturers operating in both business to consumer and business to business market as well as challenges arising out of extended customers’ knowledge and demand in products and services offered has made it essential for the manufacturers to be competitive in...
Introduction Skechers is one of the global leaders of the shoe industry. The company manufactures stylish high-quality casual footwear and production for kids, men and women. Nevertheless, the company has originated a new line of sports footwear recently. The main idea of this line is the improvement of footwear for...
Generic Makers and Retailers The main reason why stores and companies make generics is that they are more profitable in the long run. This happens in many and diverse ways. There used to be a notion that generic products are of low quality and that they cannot compare with the...
Introduction and thesis Most companies in the world of capitalism always want more. They want more profit, more shareholder value, and more market share, among others. The realizations of these objectives have been attained through the successful initiation, development and management of brands in most instances. Indeed, the effective development...
Introduction A value proposition is an offer that gives measurable benefits to either an individual or a given organization and provides a promise to be fulfilled. Its concern is mostly based on reviewing, then analyzing costs that occurred and the benefits expected or the value they can offer their customers,...
Introduction The key to the growth of a business is through expansion. The carpet cleaning industry in the US has grown from providing business to customer services to business to business services. The carpet cleaning industry is a pure service industry and falls in the category of a small business...
Introduction Medical devices are vital in ensuring effective prevention, diagnosis, and treatment of various diseases. It is estimated that approximately 50,000 medical devices are utilized daily in administering medical care all over the world (World Health Organization, 2006). Increased research and development within the medical device market have led to...
Abstract The motto of this report is to discuss the new product development processes and the failure of Ford Pinto. In introduction of this paper will consider the background of the problem, rational of the research, scope, and limitation of this research and most importantly it will rise research questions....
Abstract The marketing of construction companies has evolved. Even though still facing numerous difficulties due to historical aspects of the industry, the changing business environment means that an option of avoiding marketing is detrimental to the growth of the industry. It is also observed that the image of the employees...
Introduction The control and focus of marketing have been changed by the changes that have taken place in the market and new approaches of marketing are starting to replace the traditional approaches by shifting the focus from the company towards consumers. In this regard, many new methods have come up;...
Abstract Establishing positioning of new products is an extremely challenging issue while developing marketing strategies. Whether the new product is a novel entity or one that adds value to existing products, a vital aspect of such functions is the prevalence of a hypercompetitive environment. As this paper has proposed and...
Introduction The food and drink retail sector represents the largest industry in the UK, providing employment for over three million people in primary production, manufacturing and retailing. In 2006 retail accounted for 9.5% of gross domestic product (Datamonitor, 2006). In recent years UK supermarkets have come under increased scrutiny over...
Acknowledgments This study may not be achievable without the cooperation, guidance, support and without the assistance of a few person and organisation. University adopted Supervisor PQR1 Lecturer, Department of —–, University of —-, was the source of the inspiration and motivation for making this dissertation effort on this particular topic...
The Internet has gained great attention as a means of communication for marketers. The main reason attributable to such increased popularity is its tremendous growth and adoption by consumers and businesses alike (Morgan, 1996; Charlesworth, 2009). As the degree of growth and acceptance of the internet is so high, experts...
Introduction It has been noticed over the recent years that the testing for market anomalies in stock returns has become an active field of research in empirical finance, and it has been very subsequently gained enormous attention from the academic journals but also in the financial press. Amongst the commonly...
There have been a lot of changes since mass marketing ended and market segmentation begun. Henry Ford used mass marketing in his automobile business by giving all consumers the same car color. Later, after World War II, market segmentation became the new trend. Marketers want their products to be the...
Introduction Corporate citizenship may be defined as moral and personal beliefs that affect the way people make decisions. The concept involves integrating ethical and social responsibility into business or any other area under study. Corporate citizenship has been raising a lot of eyebrows lately because there are plenty of socially...
Introduction Contemporary market orientation research shows that in the present day business practice, many of the practitioners still face difficulties in the interpretation of the concept of market orientation besides its implementation in the organizations. The contemporary market orientation literature has therefore resulted in the rich fragmented image of the...
The mobile market in Africa is amongst the fastest growing in the world and most of the African countries have already achieved a three-digit compounded annual growth rate during the last five years. This implies that the prevailing growth rate is not temporary which is evident from the fact that...
Introduction A market-oriented company is characterized by having a set of behaviors and also activities which have been implemented in order to reflect the degree to which a marketing concept has been adopted as a philosophy in an organization. This is because of the competitive landscape and the firm’s ability...
Research reveals that in the modern business world where perfect economies prevail, any business organization is anticipated to behave in the best way possible in order to attain its goals. The main function of any marketing objectives in a firm is to augment competitive advantage of any business. Further research...
Abstract The bottom of the pyramid is referred to the portion of the pyramid which falls in the lower tiers of society based primarily on their income levels or low standards of living. These people show tendencies of shrewd shopping and a desire to join the upper tiers but since...
Introduction This paper aims to prepare the literature review portion of the dissertation with a view of the theoretical framework that would answer the question: “What are the determinants of auditor/account selection in MARKET?” The following are the main articles to discuss and analyze in relation to each other and...
Literature Review Introduction The aim of literature review in this section is to discuss about influence of mega sports events on London’s restaurant market. The mega sports events which are going to be held in London are 2012 Olympic games (27 July-12 Aug 2012) and 2012 Paralympics Games (29 Aug-9...
Introduction A market strategy is a process that allows an organization to focus its inadequate funds on the greatest opportunities to boost sales and create a competitive advantage. A marketing strategy defines objectives and the course to follow so as to satisfy customer needs in desired markets. It is most...
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...
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...
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...
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 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...
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,...
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...
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...
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...
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...
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...
Article #1 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. For...
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...
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...
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...
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...
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...
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...
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...
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...
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,...
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...
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...
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)....
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,...
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...
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,...
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...
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...
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...
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...
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...
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 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...
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...
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...
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...
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...
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...
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...
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...
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...
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...
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...
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...
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...
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...
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...
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 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’...
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...
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...
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...
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...
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...
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...
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...
