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The development of e-marketing has been one of the most important and influential trends in the field of business, marketing and Information Technology offer the past decade. It has revolutionised the manner in which certain businesses market their products and the advent of social media offers the potential to revolutionise the manner in which businesses and consumers interact in the future. This essay will evaluate the impact of e-marketing upon businesses and will do so in three clear sections. The first section of the essay will define the concept of e-marketing and the second section will examine how e-marketing helps businesses to reach their customers. The third and final section will highlight some of the most important advantages and disadvantages of e-marketing. The conclusion will argue that the impact of e-marketing upon businesses has been largely positive and that despite a number of potential problems e-marketing offers exciting new opportunities for business growth and development.
Select a retail sector with which you are familiar. What is the likely impact on the sector of a downturn in the growth of consumer spending- What strategies should a (named) retailer in the sector adopt to minimise the threat?
Following the financial and economic crisis in 2007, the reduction in consumer spending had a significant impact upon major high street fashion brands including Marks and Spencer, which saw sales and profitability fall significantly. In response to this, M&S adopted a strategy of contraction, which entailed the closure of a number of stores, particularly in the Simply Foods outlet sector. However, despite the fact that this ostensibly led to a reduction of costs, it can be argued that this approach also had an adverse effect upon the marketing mix and competitive advantage of the business . This was proven by the fact that M&S lost market share as a result of this strategy while other fashion stores, such as Primark and Zara maintained their growth pattern through this period.
British Petroleum (BP) is a multi-national gas and oil company located in the United Kingdom. Taking into consideration the size of revenues, BP proves to be the third largest energy company in the world. It is reported that its revenue was equal to as much as $308 billion in 2010 (BP, 2010:18). Working in the field of the gas and oil industry, the corporation carries out a wide range of operations, namely exploration, refining, production, trading, power generation, renewable energy production, etc. BP is presented in more than 80 countries all over the world and employs more than 80,000 workers. The company was founded in 1909 as the Anglo-Persian Oil Company, but only in 1954, it was known as the British Petroleum Company. 1998 was marked by the merger with Amoco (BP, 2011:1). Operating in turbulent and dynamic industrial sector, BP has always had to adequately react to the environmental changes and adjust their marketing strategy (Bamberg, 2009:49).
This report will focus on the development of an e-marketing strategy for the Pennine Manor Hotel in Outlane, an established country house hotel which would benefit from enhanced e-marketing to attract a wider range and greater number of visitors for both leisure and business purposes. Currently the hotel has no website of its won and relies on meta-crawlers to publicise it such as the AA hotel guide. Therefore this report will analyse the current activities at the hotel in terms of e-marketing and suggest a range of improvements to increase visitor numbers and revenue.
This report entails the development of a marketing plan for the launch of a new product, a Multi-functional Remote Device (MRD), to be presented to the Investment Committee of JKL Plc. JKL Plc is a large London headquartered multinational FMCG with operations spanning 16 countries across the world. Its turnover for the financial year ended December 31, 2010 amounted to GBP 454 million.
The aim of this small study was to investigate the decision-making processes which underlie the decisions of undergraduate students with regards to eating behaviours, including influences over these decisions.
Everywhere we look, we see advertisements and logos. These features of capitalist commodity culture have become not just ways of selling goods but an inescapable mode of modern communication (Cartwright and Sturken, 2001). In the commodity culture of the twenty-first century, advertising images and corporate logos are no longer simply a part of the marketing strategies of consumer goods manufacturers, but features of our culture.
The marketing mix is a very simple concept, widely accepted as being of high utility in the management of the marketing function. Critically discuss the interrelationships between the seven P s of the services marketing mix. Are the seven P s really mutually dependent as some observers would maintain, or can each of the P s be managed independently of the others- Use relevant examples to illustrate your points of views where necessary.
Marketers in today’s business environment are presented with the particular challenge of circumventing conflicted messaging, over-saturation of marketing initiatives, and consumer hesitation and guarded behaviour in order to achieve their objectives of enhancing long term brand loyalty and encouraging product purchases.
This question will be answered in three distinct sections. In the first section the major differences in the evaluation of goods and services will be outlined and in the second section the reasons behind these differences will be examined further.
As has been commented upon in academic research, “today, in the business world, management recognises that customers are the core a business.” Expanding market share for any business relies upon the strength of their ability to be able to attract customers to purchase their product or service.
This report presents an inclusive international marketing plan which has been formulated for London’s Ships, operating in the tourism industry of the UK. The marketing plan primarily aims to generate awareness within its target market regarding the products and services offered by the enterprise.
In addition to gaining customer information, marketing the company, developing relationship with its customers, the ultimate objective of loyalty cards is to retain customer loyalty to drive repeat purchases. Hence, through development of loyalty schemes, the marketers / retail companies etc. aim to ensure that shoppers make repeat purchases. One of the most common reasons behind consumers’ repeat purchases is brand loyalty.
SmartBackpacker is a paid crowdsourcing app that will provide travelers with up to date reviews, recommendations and tips from other travelers. From the best places to get your laundry done in Timbuktu to the best stall to buy a taco in Mexico City, SmartBackpacker will hopefully become the must have app for all smart travelers.
Write a marketing plan for an EU destination (excluding the United Kingdom) aimed at penetrating a market that that is not currently the main market for the destination.
Marketing Portugal to the North American market
London’s Ships Partnership is not simply a tourist attraction, but a serviceable brand. Counting Maritime Vessels including the historic 1577 Golden Hinde and the World War II cruiser HMS Belfast, they provide an excellent source of national interest in a nation of naval history and heritage.
The report examines and analyses a portfolio of advertisements from Starbucks. The main segmentation criteria used by Starbucks is psychographic segmentation, targeting customers based on their lifestyle and attitudes.
This Report traces the history of the London Millennium from its origins as a signature statement with which England proposed to enter the 21st century, through the controversies that dogged its construction, financing, opening and operations during the year 2000, to its re-birth as the O2 entertainment complex in 2007.
Maintaining an effective brand image is a challenging task, where a company needs to maintain the sense of momentum without losing a sense of continuity (Cagan and Vogel, 2001). The power of the Starbucks brand is exceptionally strong and has been imitated by numerous related and unrelated products and companies around the world (Knapp, 1999: 199).
Porter (2004) established the concept of the value chain, the model broadly addresses the question as to where value is added to a product or service through both primary activities which physically add value to a product or service and secondary activities which support the primary activities as shown in the popular visualisation below:
The concept of the value chain is used to describe and analyse the core activities undertaken by an organisation to determine which elements add strategic value and competitive advantage to the operation. The framework was first introduced by Porter in 1985 and is used to highlight how a product or service attains and adds value and profit margin as it passes through the organisation and on to consumers.
One of the key activities of the marketing function is to undertake environmental analysis in order to consider adaptations to the marketing mix which will ultimately lead to higher levels of profitability (Jobber, 2007). A key aspect which the success of The Hunger Games draws upon is a changing social dynamic within the external environment which has seen a preference of consumers for movies over books. As such, it is argued that the success rate of many recent movies including The Hunger Games and other well known films such as the Harry Potter series have come from what is essentially a product adaption from book to motion picture, a conversion which better meets the needs of the consumer (LA Times, 2012).
Ski Rossendale is a charitable trust, owned by Rossendale Borough Council. The trust also includes Bacup Leisure Hall, Haslington Sports Centre, Haslington Swimming Pool and Marl Pits Swimming Pool. In order to raise its awareness in Rossendale and the surrounding areas, Ski Rossendale needs to create an effective marketing plan.
A critical issue in international market entry strategy is the selection of an appropriate entry mode. Although some important studies have analyzed entry mode choice in the service context (see, e.g., Agarwal and Ramaswami 1992; Bouquet, Hebert, and Delios 2004; Erramilli and Rao 1993; Li and Guisinger 1992), they analyze specific service sectors and thus fail to address the heterogeneity problem of the service sector as a whole.
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