...The Role of Marketing DeVry University Introduction to Business and Technology, Week 5 research paper Describe, explain and address the roles of Marketing. How does marketing research provide information to answer the four Ps of marketing? How do those roles differ in a business versus a non-profit organization? The Role of Marketing Marketing is the process of communicating the value of a product or service to customers, for the purpose of selling that product or service. For a business to survive in today’s world, the business owner must market their products or services to attract consumers. Once the consumers are onboard a business owner must appeal to these consumers by using and applying different marketing strategies to keep them and be able to want them to return and continue buying their product and/or using their services. How does marketing research provide information to answer the four Ps of marketing? The Four P’s of marketing consist of Product, Promotion, Price and Place. The product is obviously the most important of the P’s. Research is needed to find out if the product appeals to the consumer first. This is usually done through surveys or observation of similar products to obtain the interest or need. Many different things can attribute, such as size, quantity, availability, along with time of the year. The Promotion part is what will get the consumer’s attention, whether its through newspaper flyers, radio, TV, physical signs/banners...
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...Running Head: Marketing The Rubric’s Cube Marketing The Rubik’s Cube Teresa M. Taylor Principals of Marketing Business 330 Instructor, Garlyn Lewis November 26, 2014 Running Head: Marketing The Rubrik’s Cube Marketing across cultures around the world is increasingly becoming a thriving business with the fast-speed globalization nowadays. The Four ‘Ps’ of marketing, namely product, price, place and promotion, include most of the elements of marketing decision-making. However, socio-cultural factors, in considering the combination of marketing strategies, will always run through them. Socio-cultural factors have a huge influence in people's concept of product and buying behavior. Lack of cultural awareness not only can lead to a decrease of product sales, but can even collapses the company’s whole international image. In this sense, understanding cultural differences plays an incredibly significant role in process of developing marketing strategies. The partnership should be cohesive and be aligned with one another’s future endeavors and goals. Demographics, psychographics, and data from general areas in a given target market are beneficial information that is useful in developing marketing strategies. It assists with the marketing decisions that are results of the four P’s. When deciding if a company should expand business into a global market, it is important to conduct market research. Global market research gathers and collects data and information and identifies...
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...Profession * What is your reason for taking this course? * How can a course in marketing help you with your objectives? * Think of any two instances from your life when you did some kind of marketing. * Do you think that having a formal education in marketing would have made you react differently in those situations? Take note of your reply to this question and compare it with your views after you have completed the course. MKT 230 Week 1 Discussion 2 Assignment 2 Identify Product & Marketing Mix 1. Select/ identify a major consumer product and the company that makes it. Provide a brief history of them both. (Select an existing publicly owned company. View the link Public Companies for a comprehensive list of publicly traded companies.) 2. Identify/ create/ build a Marketing Mix for this product as it is today. 3. Discuss any potential ethical or social responsible issues that could arise from the marketing of this product. Your post should be written about the marketing activities of a well-known consumer product, not services (like insurance, storage, or banking), not automobiles/ jets or any other industrial product. Select a well-known consumer company/product that comes in a box/ bottle/ can/ etc. (like Corn Flakes, M&M, Hershey Kisses, Welch's Grape Jelly) to demonstrate the marketing concepts we will study. You will usually find a great deal of marketing/ business information...
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...Running head: AT&T Marketing Project 1 1 AT&T Marketing Project 1 William Demarest Baker College Author Note William Demarest, Marketing Major Student, Baker College Correspondence concerning this article should be addressed to William Demarest, Baker College, 17710 Floral St, Livonia, MI 48152. Email:wdemarest@hotmail.com Running head: AT&T Marketing Project 1 2 Abstract AT&T is the 2nd largest cellular company in the U.S. today. While there are several competitors in the telecommunications industry, the company’s largest competitor however, is Verizon wireless. AT&T has several services in its portfolio, to include, wireless cellular service, U-verse cable, cloud based applications, and land line phone service. In the most recent years AT&T’s major business focus has evolved into its cellular services and cloud based applications. Keywords: telecommunications, cellular, wireless, cloud based applications Running Head: AT&T Marketing Project 1 3 AT&T Marketing Project 1 AT&T is a multinational telecommunications company whose world headquarters are located in Dallas, Texas. AT&T is the largest combined landline and telecom provider in the US (Leichtman Research Group, 2013). AT&T’s history can be traced back to Alexander Graham Bell and the original Bell Telephone company. AT&T established several companies...
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...University. However, it has only 3000 student enrollees or so, compared to the College of Engineering, which accounted for more than a third of the University’s enrollment. The College of Commerce has 55 full time faculty and over 100 lecturers. The faculty members taught as many as 5 courses per semester while the lecturers taught three courses. The College of Commerce was distributed among the four major fields, namely: Banking and Finance, Accounting, Marketing and Business Management. In June of 1988, Mr. Santos assumed the position of Dean of the College of Commerce. Since the college experienced rapid growth in enrollment in the University during the past ten years, Dean Santos wanted to combine curricular improvements and administrative changes that would improve the College’s efficiency and effectiveness. Under the Dean are six Department heads. These department heads were senior faculty who were considered academically and professionally well-prepared in the department. These department heads have teaching quotas and at the same time, they also have administrative duties to fulfill such as training new recruits and providing recommendation...
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...Chain of Command Head of Consumer Banking Development Product sales in all channels Phone banking Product development Collection Product Launch Product Marketing & ATMs Marchant Acquiring Marketing campaign for all channels Priority Banking Customer Service Market Intelligence DSE Management Relationship Management Tele Sales Product Secured, Unsecured, Liabilities Branches Direct Sales Credit Corporate and Institutional Banking Sr. Relationship Manager Sr. Relationship Manager Relationship Manager Sr. Relationship Manager Relationship Manager Relationship Manager Relationship Manager Sr. Credit Analyst Credit Risk Manager Credit Risk Manager Sr. Sales Supporting Credit Risk Officer Credit Risk Officer Sr. Business Dev. Manager...
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...University. Students who have met the above criteria will be able to do their online registration starting 9.30am on 22 February 2016 until 26 February 2016. The software works on IE7 or Firefox only. The last date to do the OCR is on Friday, 26 February by 2.00pm. MANUAL CLASS REGISTRATION only opens on 25 February from 9.00am to 5.00pm at GP3-106. Registration will be based on a first come first serve basis. B. Students WILL NOT be able to do their tutorial class registrations via the OCR if: (i) There are time clashes in the timetable. (ii) There are any add or drop unit enrolment done; the amendments will not be captured in the OCR. (iii) There are unit problems, e.g. changes in course structure or major. Please consult the respective Head of Department (SEE ATTACHED SCHOOL ORGANISATIONAL CHART). C. For students who have paid their fees via telegraphic transfer or direct deposit and have not informed the University, the student account may not have been updated, and therefore online class registration may not be available. In this case, please contact the Financial Services at finance@curtin.edu.my, or call...
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...Eurochem Shanghai SituationThe “Eurochem Shanghai” case study is a familiar example of problems associated with the global marketplace and the failure to adapt to cultural differences when going international.The young high-flier Paul Paus is sent by the head office of the European chemical company EUROCHEM to run the marketing team in the Shanghai office. Paus, who seemed to be the perfect person having the necessary skills and qualification for this job, has proven to be ineffective in his team-building program and failed to develop cultural awareness by ignoring local practices. Despite Paul Paus was a young, innovative manager performing very well in Europe he failed in Europe. But why?There are the following characters in case: * Paul Paus: the European expatriate who worked in the head office in Antwerp for 4 years * Mr Olsen: an expatriate with intercultural experience, general manager & head of China Eurochem * Mr Li: deputy manager, close relationship to Olsen * Mr Wu: young employee of marketing department, expertise in marketing * Mr Vandenbergh: director of marketing in head office, sent Paus to ShanghaiAnalysisSignificant mistakes have been made by all persons involved in the project. Three major issues occurred in the case of “Eurochem Shanghai”: * problems of international managerial transfers, * management, communication and strategic issues, * as well as leadership and managing diversity problems all caused by cultural differences and different ways...
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...Ian Rose M. Cunanan MBA-TEP Batch 2 Student No. 2012-62432 Case Analysis Acting on a Vision of Change Viewpoint : Business Consultant Time Context : Present I. Statement of the Problem * How to create a new interactive blockbuster game that will gain high market acceptance in midst of the company’s various organizational changes II. Stat ement of the Objective * To improve the information system for a period of 6 months. * To strengthen and expand both our local and global money transfer networks by increasing our presence through multiple channels III. Areas of Consideration STRENGHTS * The company is haven for video game developers * Employee are the most creative and passionate experts in the industry * Encouraged autonomy * Market research are not use to pressure the company’s creative team * Savings on development cost because of partnership with Vivendi * R.Koticks charisma and pitch to investors * possess a litany of popular titles * products span the full spectrum of gaming genres * cult like devotion of consumers/subscribers * establishing revenue streams via subscription models | WEAKNESSES * Denial of credits for individual contributions * No channel for independence * Company’s history and financial reputation * Too much autonomy given * Decentralization of funds management * Competition between studios * | THREATS * Market competition due to a faster technological advancement * Suing of disgruntled ex-employees...
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...Just-in-Time Distribution (JITD), which is supposed to help the company to meet the demand fluctuations imposed on the company’s manufacturing and distribution system. The company had realised that leaving money on the table with understocking or increasing costs with overstocking is not an option. The current delivery system at Barilla follows the traditional way of ordering through distribution centres placing orders with the company. Instead, Barilla SpA wants to engage its own logistics organizations, which would specify the appropriate delivery quantities that would meet end-customer needs and distribute the workload on Barilla’s manufacturing and logistics system. The predicament exists in Barilla’s customers, sales representative and marketing organizations resistance to change and internal resistance toward implementing JITD. In this case study response I will be providing analysis and recommendation on how to increase the chances the Barilla’s management idea of JITD would be acceptable and provide the reasons why it should be considered worthwhile. Issue Identification * Resistance to change * High stock-out rates * Fluctuating demand * Periodic-review inventory system at Distribution Centers * Lack of space in retail outlets (stores/warehouses) * Poor forecasting and lack of planning * Difficulty to produce particular pasta that had been sold out due to...
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...Running head: THE COCA-COLA COMPANY The Coca-Cola Company 1 Running head: THE COCA-COLA COMPANY 2 The Coca-Cola Company: History and Strategy The Coca-Cola Company is one of the oldest and largest beverage companies in the world. Its success has primarily been due to its ability to evolve along with consumer demands and markets. Through its failures and successes, Coke has become one of the most successful and most recognized brands in the world. History of Soft Drinks Relative to the history of the world, soft drinks are relatively new and have become one of the largest industries in the world. The term “soft drink” refers virtually to any drink that is not hard liquor and people of desire to drink natural carbonated water since the time of the Romans. Carbonated water had always been related to health through mineral baths and thus created the notion that if it was good to soak in it, then it must be better to drink it. By the end of the 1700s, scientists had discovered how to take carbon dioxide, infuse it into plain water, and create bottled carbonated water. It did not take long before people desired this health drink to be flavored and in the late 1700s citric acid was added from lemon juice that open the gate for the creation of carbonated lemonade in England. By the mid and late 1800s, popular soft drinks such as ginger ale and root beer were sold on the market as health elixirs much like today’s sports drinks. A pharmacist named Charles...
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...initiative global. As well as the follow up course of actions that need to be set in place in order for it to be a success. Background/Situation Analysis One of the many key issues underlying a successful global launch for Espoir is the mixed reactions to a global campaign. Mazur head of Eastern Europe marketing wasn’t thrilled by the idea at all, while Dubois head of Europe marketing supportive about a global launch surround the upcoming Diana’s she Devils sequel movie seeing as thought rival competitor Revlon used the same strategy in the James Bond film, Die Another Day. Lastly Narayan head of South Asia marketing was willing to give it a shot due to the growth in India that was mentioned with sightings of Espoir products in smaller retail stores. The success of a Global launch is going to heavily factored in by the commitment and willingness of the regional marketing heads if it has a chance to succeed everyone will be required to be on the same page and comply with Natasha and her team. Each region is unique in its own way. Eastern European culture is a lot different than Southern Asian culture as Mazur pointed out what works in India might not work in Eastern Europe, him being the regional marketing head there he would know what works best in said market. Cosmetic Differences will play a big factor in the struggle of a global campaign as well as Narayan mentioned the younger girls will want to be “with it” as far as the latest colors and trends. As well as the idea of the campaign...
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...Shape your Future 20th April 2011 Erika Binacci Agenda 1. Industry 2. How do I fit in an Industry? 3. Organisational Structures 4. Organisational Charts 5. La Casa delle Bontà 6. Verizon Business 7. British Red Cross 8. How to Start Up your own Business Industry The term Industry refers to the production of an economic good: either material or a service within an Economy There are four key industrial economic sectors: Primary: largely raw material extraction industries such as mining and farming and logging. They do not process the products at all. They send it off to factories to make a profit Secondary: this group is involved in the processing products from primary industries. This includes all factories—those that refine metals, produce furniture, manufacturing, constructing or pack farm products such as meat. Tertiary: this group is involved in the provision of services. They include teachers, managers and other service providers such as law, medicine and distribution of manufactured goods. Quaternary: relatively new type of knowledge industry focusing on technological research, design and development such as computer programming, and biochemistry. This group is involved in the research of science and technology. They include scientists. Quinary: nonprofit activities. The economy is also broadly separated into Public sector and Private sector, with industry generally categorized as private How do I fit in the Industry There are different ways to work in...
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...degree at a prestigious Indian University and worked one year in a Multinational Company. She had just returned to the country and she became the Head of Marketing at the “Global Travel Group”, a leading travel Company in Colombo. The company opened five new branches within the last three months. Hence, Rebecca’s team had numerous challenge and unusually heavy workload. The main objective of the case study is to find, describe and analyze problems effectively. Problems can be found easily in this case study. Problem 01, No proper understanding about Culture & No proper qualification -Marketing depends on customer & customer behavior. Definitely Rebecca should know the culture of Sri Lanka. It helps her to understand the customers & customer behavior in Sri Lanka. I suggest to do an Induction programme for her to understand the culture of Sri Lanka & culture of the company. She is not suitable for the position, Head of marketing. According to her qualifications she suits for the position Assistant marketing manager. Problem 02, Heavy work scheduled & Not enough time limits have given for the Performance Appraisal- According to this case study we can see Rebecca don’t know how to do a performance appraisals. She had completed the 30 performance appraisal forms of the entire Marketing Team within a single day. Marketing manager and HR manager can coordinate and delegate Rebecca’s task to her subordinates until she get use to the system. Problem 03, No proper...
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...[pic] WAC II: Group Assignment Microsoft Search– Competitive Analysis 2010-2012 [pic] Group 9, Section E Ankur Gupta – 2010PGP050 Arunkumar Pasi – 2010PGP069 Manish Mahakalkar – 2010PGP177 Pranabesh Chatterjee – 2010PGP254 Pritom Pangging – 2010PGP267 Swapnil Kumthekar – 2010PGP403 Vikas Deswal – 2010PGP416 INTRODUCTION Microsoft Corp has been around for more than 30 years now and still continues to have high profit margins in software segment. As the company is maturing, its growth has slowed down as compared to initial stages, but the power the computer software maker has over the flow of the world's information is very formidable. On the other side we have Google Inc., a company just a decade old but with power that rivals Microsoft in many ways. In a sense, Microsoft provides the river, and Google provides the current. That's probably not what we (Microsoft executives) had in mind, but that's reality. Now it’s time for us to weigh alternatives for improving the company’s position in the market for Internet Searches and related advertising. PURPOSE OF THE REPORT In this report we are going to discuss the issues faced by Microsoft, the opportunity available to Microsoft and the analysis of the issues. Further we will list the options available, their evaluation and then we would propose our recommendations. ISSUES and PROBLEMS • Microsoft has not been able to achieve considerable market share in Internet Search Engine...
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