...archive of this journal is available at www.emeraldinsight.com/0265-1335.htm International e-marketing: opportunities and issues Jagdish N. Sheth Goizueta Business School, Emory University, Atlanta, Georgia, USA, and E-marketing: opportunities and issues 611 Received October 2004 Revised June 2005 Accepted July 2005 Arun Sharma School of Business, University of Miami, Coral Gables, Florida, USA Abstract Purpose – E-marketing is growing at a dramatic pace and is significantly impacting customer and business market behaviors. As a result, most firms have started developing e-marketing strategies for the web. However, the evolution and strategic direction of e-marketing strategies in international environments has not been discussed and is the focus of this paper. Design/methodology/approach – In this paper, the authors examine two issues based on extant literature and our previous research in this area. The authors discuss e-marketing in an international context and develop a framework that will allow researchers and managers to understand the impact of country level effects on e-marketing strategies. The paper proposes that the evolution of e-marketing strategies is based on the countries infrastructure and marketing institutional development. Findings – It is found that international e-marketing strategies are fundamentally changing, and will continue to change, marketing thought and practice in international markets. The paper suggests that the e-markets of tomorrow...
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...P1) Describe how marketing techniques are used to market products in two organisations. Marketing is the process of meeting the necessities and wants of customers. Most businesses today are having rivalry towards generating the most profits as there are a lot of competitors in the business world. Marketing techniques are one of the ways that a business would do to increase its productivity and sales. Starbucks and Nintendo are two different businesses and I will be evaluating about the marketing techniques that they do to attract more customers to increase their sales. Starbucks Starbucks is one of the largest coffeehouse in the world with more than 20,000 stores globally. Starbucks opened its first store in America by three business partners and they were inspired by another coffee businessperson that sells high-quality coffee beans and equipment. Starbucks sells cold and hot drinks, sandwiches, pastries and snacks. Starbucks mainly target customers are men and women that is from aged 25-40 because they almost account for half of their business. Starbucks’s Marketing Techniques Branding-Branding is the process that is included in making a unique name and image for the products in the customers’ minds. Starbucks use branding to meet its target customers. For example, customers can easily recognise what a Starbucks coffeehouse looks like because the logo of Starbucks can be seen so branding is a useful asset to meet its marketing objectives such as market penetration...
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...MAKE YOUR VIRAL MARKETING VIRAL Justine P. Castellon Consumer Strategist Market Place 2.1 All contents copyright © 2007, Justine P. Castellon . All rights reserved. What is viral marketing? refers to marketing techniques that use pre-existing social networks to produce increases in brand awareness, through self-replicating viral processes. marketing phenomenon that facilitates and encourages people to pass along a marketing message voluntarily a promotional method that is of the customers, by customers, and for customers. What does a virus have to do with marketing? “Like viruses, take advantage of the rapid multiplication to explode the message to thousands – or even to millions.” Elements of a Viral Marketing Strategy Elements of a Viral Marketing Strategy Gives away products or services Provides for effortless transfer to others Scales easily from small to very large Exploits common motivations and behaviors Utilizes existing communication networks Takes advantage of others' resources Elements of a Viral Marketing Strategy Gives away valuable products or services "Free" is the most powerful word in a marketer's vocabulary. Free attracts attention. Attention then see other desirable things that you are selling Give away something, sell something. Elements of a Viral Marketing Strategy Provides for effortless transfer to others Viruses only spread when they're easy to transmit e-mail website Blogs SMS – – – – Simplify your...
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...Defining Marketing William Bice MKT/421 17 April 2014 Michael Bishop Marketing Defined Marketing plays a significant role in any successful business endeavor. Marketing is the way a business introduces products and services to potential customers. This introduction is the beginning or sustainment of the businesses relationship with its customers. The most powerful and successful marketing strategies can even have an effect on social behavior and attitudes. Effective marketing strategies often instill a feeling that somehow the target audience will be better off, or have a better life if they would just go out and purchase their product. Additionally some marketing strategies can instill a feeling perhaps guilt in would be customer that they are somehow missing out, or may not be the best person they can be unless they purchase the product. Shoes for example may imply an improvement in a customer’s athleticism. Or perhaps a pain reliever will work better than the rest. Maybe one of the most common marketing strategies is the promise of lower prices. According to “The American Marketing Association” (2013), marketing is defined as “the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large” (Definitions). The “Merriam Webster” (n.d.) website defines Marketing as “Activities that direct the flow of goods and services from producers to...
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...Title: “Why marketing strategy is considered as an important aspect to an organisation’s success” As we know that a successful company depends on the cooperation of functional areas. The examples of functional areas of the organization are accounting and finance, human resource, administration and marketing, etc. However, today’s successful companies depend on marketing which is mainly focusing on creation and retention of customer value (Jobber 2010). For example, Zappos is one of the successful companies in today because of their powerful marketing strategy which mainly take good care of their customers in term of understanding what their customers’ wants and needs; then creating customer value in order to fulfil their customers’ satisfactions (Armstrong 2011). Therefore, here we are going to explain why the marketing strategy can become an important aspect to an organization’s success nowadays. In the old concept, marketing is defined as the task of creating, promoting and delivering goods and services to customers (Kolter 2003). In the new concept, marketing means managing profitable customers’ relationships then only building brand awareness and positioning the brand as customers’ best choice which is more related to the relationship marketing (Ambassador n.d.). Actually, marketing is more than just persuading consumers while it focus on how to attract new customers by promising superior value and also how to retain current customers by delivering higher satisfaction...
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...the more effective position is really severe. Thus the strategies the companies used are very important and this research objective is to reveal successful strategies in the global consumer goods industry market on the example of the quite important competitor in this market – Nordstrom Inc, the owner of high class department stores chain in the USA, examining its way to success, the industry it is competing, and the reasons of the effective and fail solutions, that occurred in the particular regions as well as company’s strongest and weakest parts. Hence it would be important to note that retailing corporations and Nordstrom Inc, in particular have captured a number of markets and nowadays their marketing, organizational and developmental strategies could be referred to as one of the most effective ever used. The deep understanding of the market niche and target group in different areas, added to the effectiveness of Nordstrom Inc strategies, despite the number of negative factors, oppressive competition and certain fails in particular regions. Among the objectives of the research investigating any ability of cross country infrastructure the company’s suppliers, their experience in managing the complex catering places, choosing places, where the restaurants would be located and finally marketing activity. This report is going to examine the global strategy of Nordstrom Inc, retailing shops network, their global marketing success and their fail in some areas, made due inappropriate...
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...Marketing LaTroya c. Boyd MKT/421 4/30/14 Dr. Michael Rico WHAT IS MARKETING? I consider marketing to be a form of art. The goal is to persuade the audience and lead each individual into the direction of being convinced. Whether it is a product sold in the market or an idea of a business and the creator is looking for an investor, marketing builds the connection that should ultimately lead into trust. According to “Basic Marketing A Marketing Strategy Planning Approach” marketing is defined as more than just buying and selling. It is stated that “marketing is the performance of activities that seek to accomplish an organizations objectives by anticipating customer or client needs and directing a flow of need-satisfying goods and services from producer to consumer or client.” In other words, the mission of any business is to keep track of what customers are most interested in order to maintain a successful business. It takes strategic planning and for all involved in the company to use good communication skills and learn to coordinate with the rest of the so that everyone is on the same page. To promote goods or services the marketing strategy should be organized. Un-organization is the recipe for failure. Personally I believe marketing is quite a few things. Marketing is art. It is a process of convincing people and promotion. Other sources will sum marketing up and describe it as a management process where goods and services are moved from a mere idea to the consumer...
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...Omar Rochell Marketing MKT/421 April 7, 2011 Nikki Jackson Introduction Marketing is exposed to someone every day, even when they do not seem realize it. Driving down the roads you see billboards everywhere and that is part of marketing. Logos people were on their shirts and signs in the middle or on the sign of football fields are all part of marketing. Even when a child is marketing themselves to their parents to borrow the car or go to a party they are marketing themselves to their parents in exchange for the car or the party. A set of activities that will benefit both parties’ objectives is my own personal definition of marketing. This paper will be defining marketing in different perspectives. Discussing the importance of marketing in a organizational success will also be discussed with examples included from different organizations. As an organization it is important to know what marketing is and how to establish success. What is Marketing “Marketing is defined as the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that will have value for customers, clients, partners, and society at large.”(American Marketing Association, 2011) Marketing is a process that helps links the consumer, customer, and public to information that will help identify and market opportunities. Marketing research will generate, and evaluate different types of market actions, monitor marketing performance, and help improve...
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...Defining Marketing April E. Newsom University of Phoenix March 19, 2012 Introduction Good marketing is the key reason organizations are successful. This report will go over three definitions of marketing. The first will be my personal definition, and there will be two other sources for their definition of marketing. The next part will be the explanation of why marketing is important for organizational success. Finally the paper will give a few examples to explain the importance of marketing. Personal definition of marketing and definitions from two different sources for marketing My personal definition of marketing is the strategy an organization uses to sell their products. There is much involved in coming up with a marketing plan for organizations, such as the best form of advertising and how to present a product so the customers will want to purchase this product instead of someone else’s. First definition, according to one article from the electronic readings for this week, marketing includes the activities of all those engaged in the transfer of goods from producer to consumer, not only those who buy and sell directly, wholesale, and retail but also those who develop, warehouse, transport, insure, finance, or promote the product, or otherwise have a hand in the process of transfer (Marketing, 2008). Second definition, marketing is the performance of activities that seek to accomplish an organization’s objectives by anticipating customer or client needs and directing...
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...Successful Marketing Strategies Jadiam Lopez ENG/147 Prof: Susan Honea A successful marketing strategy or campaign relies heavily on a marketing team’s ability to manage time effectively. Success comes with perseverance, but also, the marketing team needs to manage their time correctly and organize their thoughts. Time can work against the marketing team if their time is not managed efficiently, also if the marketing team is not organized it can further complicate the marketing team chance to prevail. Success is dependent on a lot of different factors, but one thing is for certain; a successful marketing strategy requires a great deal of time management and strong organizational skills. Time management will give one of the best chances to be successful in marketing. As a team leader delegates assignments, the focus will be slowly on how to use all resources properly with ample time. Given the proper time, the marketing team can easily prepare to research, edit, revise and proofread the project on hand. “As they say, "We don't plan to fail; we fail to plan." Don't let a "nonexistent" marketing plan guide your business.” (VanVranken, 2012). What Van Vranken means is always to draw a plan for success, because if the team fails to plan, then the team is planning on failing. Time management provides a base so all projects will meet the current deadline without the need to rush. With all success in life, no matter if it's a project or real world, time management is a key factor...
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...P1- Describe how marketing techniques are used to market products in two organisations. Marketing is the process in a business that it’s publicising the value of a product or a service to the customers with the aspiration of selling the product or the service; it is a demanding business function in order to attract customers. Tesco and McDonalds are the two chosen businesses where I will be looking at their objectives and marketing objectives; as well as at the marketing techniques used in order to succeed. Tesco is the biggest private sector employer in the UK; the company has more than 360,000 employees worldwide. Tesco operates in 12 countries outside the UK, including China, Japan and Turkey. The company has recently opened stores in the United States. This international expansion is part of Tesco’s strategy to diversify and grow the business. Whether McDonald’s is the leading global foodservice retailer with more than 35,000 local restaurants serving nearly 70 million people in more than 100 countries each day. Tesco’s objectives are: * To meet the needs of customers by constantly seeking, and acting on, their opinions regarding innovation, product quality, choice, store facilities and service; * To work closely with suppliers to build long term business relationships based on strict quality and price criteria; * To provide shareholders with progressive returns on their investment improving profitability through investment in efficient stores and distribution...
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...Entrepreneurship Marketing Paper Marketing plays an essential role in managing and growing a firm. Marketing have multiple meanings depending upon who is asked. The broader definition is that “it is the activity set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large” (“Broader”, 2012). Marketing involves a process that every company follows. For a business to reach its full potential the people within the corporation must have great marketing techniques. One company in the health care industry that has a great marketing strategy is Band Aid. They use many techniques that have given them an advantage over their competitor. The techniques they use are very important to the success of their business. One slight mistake in the marketing process and the entire business can be ruined. Two things that are essential in the marketing process are target market and branding. These two things allow a business to reach a connection with the consumers. Without a connection with the targeted market it is hard to build a market strategy that can appeal to the customers. Marketing has become a key focus point for many businesses. A good market plan can take a business a long way because it outlines how the company will catch the attention of the audience they are trying to appeal to. To have a great marketing technique the company must have a target market. A target market...
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... [pic] MKTG Principles of Marketing TABLE OF CONTENTS Abstract Introduction Product concept Development of the Volkswagen New Beetle New Beetle adoption Marketing throughout the product life cycle Beetle brand Findings Conclusions Reference list Abstract *** “The Beetle is different, it makes you feel different. It is like a magnet”, - Volkswagen Chairman, Ferdinand Piech (Keith Naughton and Bill Vlasic, 1998) *** The present paper is the case study of the Volkswagen New Beetle from the marketing perspective. The thesis will analyze the product concept, and examine the New Beetle in terms of the concept in question. The purpose of the paper is to identify the issues in the application of theory with regard to the New Beetle as a product, describe the function and operation of this element of the marketing mix in Volkswagen, as well as to review the status of the identified issues in the reviewed company. The paper will consider the introduction of the New Beetle to the market and examine the respective phases of the product development. The thesis will also examine the adoption of the New Beetle as a product, overview the product lifecycle and the issues with regard to the Beetle brand. Overall, New Beetle is unique from other cars and can be the good example of the successful product development and adoption. The Beetle Brand is a successful brand that enjoys customer’s loyalty,...
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...Abstract The purpose of the paper is to provide an overview of marketing plans. I will do this first by providing the definition of marketing plans. I will discuss how a marketing plan helped make a product or service successful. I will also discuss how decisions in a marketing plan led to failure; I will analyze what was the difference in two examples. Next, I will provide a movie that was considered a box office failure. I will apply what I have learned about the concept of marketing plans, and what could have gone wrong in the studio’s plan with regard to forecasting demand for the project. Let’s begin with sharing my understanding of marketing plans in the roles that it plays. Marketing plans are tools used by managers to guide the process of marketing. Marketing contain strategies and consider many environmental aspects that work together to affect the success of the product or service being marketed. Marketing plan details a company’s marketing effort. It may be laid out for an individual product or for the entire company and all its products. Marketing plans helps establish, coordinate and direct marketing efforts. Marketing plans has different keys to success. Successful marketing requires companies to have capabilities such as understanding customers and competitors, creating customer value and keeping customers. An example of how a marketing plan helped make a product or service successful would be Kellogg’s Special K cereal. The market plan for this company...
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...1. MARKETING Strategies 2. MARKETING Strategies What are marketing strategies? Marketing strategies are a process of using the marketing mix to satisfy and attract consumers to make a profit for the organization. There are many types of strategies such as • Market Scope Strategy • Product Strategy • Promotion Strategy • Pricing Strategy • Distribution Strategy 3. MARKETING Strategies Types of Marketing Strategy There are two levels of strategizings • General Marketing Strategies • Decision Area Strategies 4. MARKETING Strategies General Marketing Strategies Decision Area Strategies • This concept describes • Used to achieve general how marketing will marketing strategies by achieve an objective considering the 4p’s and the 2c’s 5. MARKETING Strategies General Marketing Strategies Can be apart of the following categories: Market Expansion Market Share Growth Niche Market Status Quo Market Exit 6. MARKETING PROCESS Marketing Expansion • Used to grow overall sales • There are two approaches • Grow Sales with existing product • This is done by getting existing customers to buy more, getting potential customers to buy and selling current products in new markets • Grow Sales with New Product • Introduce updated versions of a existing product, introduce products that are extensions of a current product or just introduce products that were not previously marketed 7. MARKETING PROCESS Marketing Share Growth • Used to increase market share of a company • Best way: Take sales away...
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