Marketing Essays

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Marketing Essays

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Discussion Guide And Moderator Instructions

This study is intended to examine your awareness and attitude towards the corporate image and reputation of Cascade. ...

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The Levels Are Core Product Benefits

BMW has the image of a ‘premium’ car manufacturer who is know for its well driving cars with a sportier performance than their competition, prime example of this is the fact that BMW only produces rear-wheel drive and four-wheel drive cars. Their premium image comes from the fact that they produce high-quality and relatively high prices automobiles. Even though their prices are relatively high the perceived value level is still at a sufficient level because of the balance with high quality....

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Increase And Continue Usage Of The Will Product

This marketing plan describes the new product called the “Wii 4 Real” and how it will be marketed at it potential returns. The external environment indicated that there are opportunities for the industry based on analysis from the societal values and the population demography. The recovery of major economies after the global recession has also been positive for the industry because of high disposable income. The new and innovative way Nintendo manufacture the Wii gives them competitive advantage against their rivals, as they have been able to enjoy cost advantage. The anti-piracy law is a plus for the...

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Management Research Project And Presentation

The British Red Cross is a charity registered in the UK. It is the UK member of the International Federation of Red Cross and Red Crescent Societies (the Federation), an humanitarian Movement that currently encompasses 186 territories across the world and around 97 million staff, supporters and volunteers. The British Red Cross employs 2,755 members of staff and 27,349 volunteers, and income in 2008 amounted to £243,548,000. The 2006 Intangible Business report (2006) placed the organisation as the fifth most powerful charity brand in the UK, with its brand value topping £108,000,000; along with an income that year of...

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Smartsouq Com In Middle East

This business proposal aims to introduce an e-commerce store, Smartsouq.com, in the Middle East. ...

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Driving Forces For Smartphone Industry Growing

The mobile Internet is growing so fast. There is about 500 million people use the mobile internet worldwide in 2009. The Smartphone will be the most popular method to access the internet than PCs in the next few years. There are more and more people want to have Smartphone instead of desktop or laptop. “In Egypt and India this is 70 percent and 59 percent of mobile internet users are mobile-only. Even in the US it is 25 percent.” (MobiThinking 2010). Now there are about 150 million presently users log in Facebook from mobile devices. “People use Facebook on their...

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Marketing Strategy Of Telecom Service Provider Maxis Communications

Maxis Communications Berhad is a telecome service provider with both ixed and IDD business and other Internet services. Maxis is the number one cellular service provider company in Malaysia....

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Estimate Market Potential Scenario Analysis

Considering the above five proposals, the best research to go for would be HDTV innovators and qualitative research on how the product would be adopted. Since this would be an exploratory research, the company can easily introduce variables or scenarios it needs to study for HDTV technology. This research would also allow company to see customer’s reactions directly and help adopt the right strategy when introducing the product. Through this method, the company will also be able to identify consumer behaviour with respect t the product ex: willingness to pay, need for information, where to buy from, etc. Also, this...

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The Positive Environment Impact

E-business is a new revolution where initiative is needed to fully utilize the capabilities of Internet technology in a specific business setting. Such an initiative has built the fundamental strengths of the organization that creates a huge competitive advantage among the competitors in the market. In this paper, a method is presented for the development of an e-business which is based on the research of value creation, reward or creating promotions for customers to build a strong trust between company and customers, and also knowledge management. The proposed method is designed to help clarify a strategic e-business vision and to...

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Carbon Copy Pro Marketing Opportunity

Waking up when you want to, no stressful day job tasks on your to-do list and a steady stream of money flowing right into bank account does sound too good to be true, doesn’t it? ...

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The Iphone Functions As A Camera Phone

Apple Inc designs, manufactures, and markets personal computers, mobile communication devices, and portable digital music and video players and sells a variety of related software, services, peripherals, and networking solutions. Apple’s products and services include the Mac line of desktop and portable computers, iPhone, the iPod line of portable digital music and video players, Apple TV, Xserve, a portfolio of consumer and professional software applications, the Mac OS X operating system, third-party digital content and applications through the iTunes Store, and a variety of accessory, service and support offerings....

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Case Study Chain Analysis

In today’s world businesses have become extremely complex. The interplay of the three C’s viz. consumers, competition and convergence has thrown upon the organizations all over the world with new challenges. The turbulent process of turbulence coupled with economic sensitivity to external environment has created the highest degree of uncertainty and unpredictability to business processes. To top it all, globalization effect has shifted the balance of power in the favour of customer, thought it may have opened a plethora of oppurtunities for everyone, in the form of choice and variety. For many reasons, pressures of competitive forces have enhanced product...

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Resource Management Nokia And Siemens Network

Nokia started off in the year 1865 when Mr. Fredrik Ides Tam built a Wood Pulp Mill in a small town Tampere, Finland. The initial business of Nokia was not telecommunications. It was, in fact, manufacturing paper. Few years later, he built a second mill by the Nokianvirta River. That was the place that Nokia found its name....

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History Of Perodua Analysis

Perusahaan Otomobil Kedua Sdn Bhd (PERODUA), established in 1993. In Malaysia Perodua is second automobile manufacturer which after Proton. It is a joint venture company between Malaysian and Japanese. The shareholders of Perodua are UMW Corporation Sdn Bhd 38%, MBM Resources Berhad 20%, Daihatsu Motor Co. Ltd 20%, PNB Equity Resource Corporation Sdn Berhad 10%, Daihatsu (Malaysia) Sdn Bhd 5%, Mitsui & Co. Ltd 4.2% and Mitsui & Co, (Asia Pacific) Pte Ltd 2.8% (Corporate Information n.d)....

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Critical Decisions By Ikea When It First Launched In Hong Kong

In the report, it will explore one of the Worlds’ most recognizing home furnishing retailers, IKEA. The purpose of the report is to study the concepts that IKEA has implemented in stores location, store design and visual merchandising. Those are very critical decisions to IKEA when it first launched its business in Hong Kong. The case will be based on IKEA in Hong Kong. Throughout the investigation, we will explore how IKEA adopted the concepts of each factor and give recommendations based on the findings....

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Reasons For The Glaxosmithkline Merger

Mergers are not new in pharmaceutical industry in the recent years and the same for both Glaxo Wellcome and SmithKline Beecham throughout each other’s history. Considering the political, social and economic resistance, the general driving forces for these mergers in this industry are, more firms showed interest in using strategic partnerships and joint ventures to develop and market new products. Though pharmaceutical holds a global market, the US market decided the growth of the industry as it holds 45% of the global market. So not surprisingly the US political, social and economic resisted and delivered a strong impact on the...

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Market Analysis For Illy Ground Coffee

Nowadays, Illy can be characterised as one of the leading producers of high quality ground coffee in the coffee manufacturing industry. Illy has entered the coffee sector in 1933 by Francesco Illy, and in 1990s had its most important innovation, which began to look for the best coffee in Brazil, Africa, Central America and Asia (italtrade.com, 2010). It is based in Italy with a workforce around 700 people and operates in a wide range of global network (Datamonitor, 2009)....

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Knowledge Of Handling Difficult Customers

As an example, in North America, they tend to be on time punctually and they expect others to be punctual also. They do not appreciate any late or delay. But in others places, such as Malaysia, showing up 15 minutes or even an hour late is not considered a problem. This is because of the different concept of time in different places....

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The New Economics Of Information Transforms Strategy

The Economics of Information involves the non-physical things while the economics of things is simply the assets that can be seen and touched. In the book, Blown to Bits: How the New Economics of Information Transforms Strategy by Philip Evans and Thomas Wurster (2000) states that in the information-driven environment the contribution of information to GNP is increasing. Aside from that information has made a vastly disproportionate contribution to competitive advantage. Things exists in a location and are subject to diminishing returns. While information increases returns, can be reused at zero additional cost, and is located nowhere and everywhere (Evans...

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Current Position Of Retail Sector In Australia

Retail sales then did the opposed in July 2012, falling by 0.8. This follows a rise in May 2012 and June 2012. The noteworthy sector that did see a increase in July 2012 were cafes, restaurants (includes takeaway food services) by 0.8% and house goods retailing by 0.7% respectively. It has been predict that retail sales may not fare so well in the September 2012 quarter due to consumers facing improved utility bills and the improbability in the global economic environment....

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The New Global Marketplace For Products

The new global marketplace for products and services that has emerged over the last decade or so has forced rival businesses, competing for the same customers, to adopt more effective marketing concepts and strategies. In addition, organisations have increasingly had to recognise that the customer rules in today’s modern commercial environment. If organisations fail to acknowledge these trends and do not satisfy the relationship needs and wants of their customers, then they will be trapped in a never-ending cycle of customer acquisition and attrition. This will result in such organisations being unlikely to generate the revenues and profits demanded...

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Pestel And Swot Analysis Of Honda Motor

Honda Motor Co., Ltd., together with its subsidiaries, engages in the development, manufacture, and distribution of motorcycles, automobiles, and power products primarily in North America, Europe, and Asia. Its motorcycle line consists of business and commuter models, as well as sports models, including trial and moto-cross racing; all—terrain vehicles; personal watercrafts; and multi utility vehicles. The company also produces various automobile products, including passenger cars, minivans, multi-wagons, sport utility vehicles, and mini cars; and power products comprising tillers, portable generators, general-purpose engines, grass cutters, outboard marine engines, water pumps, snow throwers, power carriers, power sprayers, lawn mowers and lawn tractors,...

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What Are Integrated In Crm

Gronross.C stated that modern marketers are reliving the ancient mantras to achieve the success in the corporate world and amalgamating them with the existing marketing practices. Long term survival and competitive advantage can only be achieved by establishing an emotional attachment with the customers. A shift is taking place from marketing to unidentified masses of customers to developing and managing relationships with more or less well known or at least some identified customers....

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History And Market Strategy Of Blockbuster Inc

Based in America, Blockbuster Inc. chain of stores is concerned with distribution of videotapes, video games and DVDs. It recorded its best performance yet in 2009, when it had about 60,000 employees. In January of 2010, the company had over 5,000 stores in the United States and in 17 other countries. Its headquarters are based in Downtown Dallas in Texas, at the Renaissance Tower (Ferrell & Hartline, 2008). Starting out, Blockbuster Inc. enjoyed high profits. However, with entry of competitors in the video renting industry, particularly Netflix, it began experiencing significant drops in profit. Eventually, in September 2010, Blockbuster Inc...

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Brand Elements For Managing Fast Food Restaurant

Brand Management is the method of applying activities to products, and brands which will help enhance and maintain brand equity. Brand management is a very big topic, out of it comes many roots and are called brand elements, such as brand equity, brand research, customer based brand equity model, designing the brand, brand loyalty, brand advertising, brand pricing and etc. A brand which is the logo, name, symbol, and slogan, is supervised by a brand manager. For example, nestle has many products such as tea, milk, and ice cream, each brand of these has a brand manager who is responsible...

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Selecting Distribution Channels And Channel Members

Distribution plays an important role in the implementation of the international marketing program as it enables the products and services to reach the ultimate customer. And international marketing firm has the option of managing its distribution function either directly or indirectly through middleman or a suitable combination of the two....

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Branding Strategies Within The Luxury Fashion Market

Since ancient times fashion has influenced politics, economy, education and art of different cultures. The authors Brun et al. (2008) described the importance and meaning of luxury well when they stated that since ancient times luxury goods have always been associated with wealth, exclusivity and power. They elaborated further, describing how the word “luxury” is derived from the Latin “Luxus”, a word that the original meaning makes reference to anything sumptuous or expensive. In ancient times the colours and features of the clothes worn indicated the social and political classes of the people and expressed the power of the...

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Consumer Marketing And Industrial Marketing

This review aims to give a comprehensive description of the morphology of the genus Agrobacterium, as well as outlining the milestones that have been reached in determining the characteristics of this unique and fascinating bacterium. Research over the past century has led to the knowledge we have today and means that we have been able to employ the techniques used by Agrobacterium for our own gain. Agrobacterium’s ability to instigate horizontal gene transfer between kingdoms means that it has proven invaluable as a vector in genetic studies, allowing the insertion of exogenous genes into a host organism....

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Manufacturing Services Or Non Profit Organization

Marketing strategy is a process of allocating limited resources in a manner to increase sales and build business in competitive business environment for strategic marketing. It is important to see organisation from customer point of view like,...

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The Decision Making Arena

Therefore, this section discusses the Decision-making Styles, Consumer Styles Inventory (CSI), as well as Implement of CSI and Hofstede’s cultural dimensions....

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Starbucks Global Organizational Diagram

Americas market: Cliff Burrows is a president of Starbucks U.S., Canada, Mexico and Latin America. The Americas Region, generally the USA, Brazil and Canada, will stay a keystone of Starbucks’ success....

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Ways Starbucks Motivate Its People

Operating or managing a company in this modern, high technology and competitive environment will encounter high risks and challenges. Thus, understanding an organizational behaviour is indeed important. This understanding helps to analyse the culture of the individuals, groups and structures been practised in an organizational which may impact the vision, missions and objectives of the company. Consequently, identifying the organizational behaviour indirectly will help to improve effectiveness and efficiency of the organization....

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Five Years Strategic Business Plan For Riversimple

Possibly the break between the new structural design and implementation of the actual coverage of the organizational change and development, people can easily adapt to change. On the other hand, some abilities should exist from the origin of change so as to effectively execute their project (Cavuscil and Knight, 2004). Therefore, managers are required to have the needed capabilities not only in distinguishing what needs to be modified but also how to successfully launch the change....

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Is Psychological And Personal Factors In Mobile Phones

Research and studies regarding consumer buying behaviour are a common approach in post-war marketing contexts in order to establish or acquire insight knowledge to guide marketing activities regarding the consumption behaviours of particular groups of individuals (Bettman, 1979). Kotler et al. (2002) stress that understanding consumer buying behaviour is central to marketing management; moreover, marketing management must begin with insightful understanding of consumers....

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Service In Malays Food Stalls In Kuala Lumpur

In many part of the world, food consumed away from home is not only convenience, but pleasurable leisure time activity and an enjoyment travel experience (Euromonitor, 2009). Foodservice operations range in scope from street corner fish ball vendors to sumptuous full-service restaurant. Nowadays, the restaurant industry is growing all around the world and plays a key role in the economy (Emms, Sia and Stantons, 2009). When we decide to go out to eat, we often have many places to choose whether we select a fast-food chain, food stall, coffee shop, family restaurant or gourmet dining establishment form to suit our...

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