...Impact of Online Marketing [Name of Author] [Institutional Affiliation] Table of Contents Executive Summary 3 Introduction 4 Research Findings 4 Finding Number 1 4 Finding Number 2 5 Finding Number 3 5 Recommendations 5 Conclusion 6 References 7 Impact of Online Marketing Executive Summary The internet refers to information technology that exponentially diffuses among businesses over the world. The central focus of this exploration reflects on the effects of internet based marketing on sales volume, organization management and resource allocation. Over the last decade, the internet has interrupted most retailers in terms of organization management, sales volume and the allocation of resources. The introduction of innovative technological changes such as cloud computing and web 2.0 continue to emerge at a dizzying pace, with each appears to be giving promises on the elimination, improve or transform the traditional marketing procedures. The report falls into five sections: introduction, research findings, analysis, recommendation and conclusion. The purpose of the paper is to highlight the benefits that accrue with online marketing so as to advice the organization on its importance. Furthermore, the paper intends to seek to offer advice to the management over the potential elements to put into consideration when implementing expansion project of internet marketing. The findings provide insight on the benefits of online marketing, what...
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...Marketing plan Name: Yiyao Wang Professor: Dr. Kevin Tullis Course: MKT 500 Strayer University : Date: 7/25/2014 Introduction According to Westwood (2013), a marketing plan is an outline of an organization's marketing strategies. A marketing plan outlines the current position of the organization in relation to its competitive advantage and the suitable courses of marketing actions that can be undertaken by a specific firm to increase its competitive analysis. When developing a marketing plan, several factors that can impact on the marketing efforts of the firm are put into consideration (Westwood, 2013). Such factors include the strengths of the firm to undertake its intended marketing plan and the threats it faces by undertaking to implement its marketing plan. Still, there are external factors that can impact on the marketing strategies of the firm (Kotler, 2011). Kotler (2011) provides that those marketing strategies that can impact on the marketing strategies of the organization are referred to as external environmental factors, and they are out of the control of the firm. Hence, it is necessary to consider them when developing a marketing plan in order to ensure that they do not contribute to the failure of the plan (Kotler, 2011). In this paper, the company to which a marketing plan is written is a multinational company which deals with manufacturing and selling of electronics. However, the company penetrated the international market recently and hence it has subsidiaries...
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...Summary In this report, the author vigorously focuses on giving the marketing concepts and theories and all these marketing concepts will be applicable for the Nespresso Company for which the author has just been hired as the Marketing Consultant. With a view to strengthening the marketing activities of the company as well as developing the brand for the company, the author has to have an insight into the segmentation including the customer segmentation and market segmentation that the company wants to target. In addition, the author also has to attach much importance to analyzing the microenvironment and macro environment in which the company is operating in. In addition, the author also mentions the positioning of the company in the market and suggests the application and development of a marketing mix strategy with a view to develop the company’s brand and image in the market. Introduction Nespresso Company has been considered a famous and prestigious coffee provider across the globe with the strong business presence in many countries world-wide. Nespresso has been the pioneering coffee provider in European market during the last 25 years. Nespresso aimed at expanding its market share to the American market by penetrating the market with the initiatives and changes in the coffee drinking habits, creating a premium large-cup coffee market in North America. The author has just been pooled as the Marketing Consultant of Nespresso Company. The biggest task of the author is...
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...Introduction The Pennzoil Products Company and Quaker state corporation joined on December 1998 to become one of the leading worldwide automotive consumer product companies. The company was marketing more than 1300 products in more than 90 countries. Quaker State Company before its merger with Pennzoil was operating since 1932 in Canadian market and was successful in capturing the market share. Pennzoil entered the Canadian market in 1989 which was quite late as compared to Quaker’s inception. With its marketing strategies Pennzoil was able to capture the lube market and reached on number fourth position in market share. After their merger a subsidiary of the PQS named Jiffy Lube became the world’s largest quick lube operator and franchisor. Through its marketing campaign PQS was able to penetrate in the market and gain market share even though big competitors like Petro Canada, Imperial Oil, Moto master and Havoline were in the same business. Problem Statement After reviewing the case, it is observed that the major challenge which the company needs to address is whether Pennzoil-Quaker State (PQS) implement One to One Promotional program introduced by Quality Marketing Solutions (QMS) or not. Analysis Canadian car market was involved in the dilemma that as the technology has advanced there would be less frequent visit for Lube, Oil and filter (LOF) change. The requirement for the LOF change was three times a year recommended by the manufacturers but in reality the vehicle...
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...Curriculum Vitae Daniel Alex Wache Kapila Tel: Mobile: +260 977 12 33 91 or +260 972 45 95 63 or +260 954 12 15 58 email: dwaj2007@yahoo.com |PERSONAL PROFILE | | | | | |SEX: MALE | | |DATE OF BIRTH:29TH August, 1973 | | |AGE: 39 YEARS | | |Married and Children : 4 ( two Boys and two Girls ) | | |Nationality: Zambian ...
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...Marketing 2014 Unit 2935GENERIC MARKETING(v4) Determine the marketing mix (Level 5, 10 Credits) Due:23rd FEBRUARY 2014 11.55 PM Instructions: 1 You are encouraged to present your work in a word processed report formatusing appropriate headings, page and section numbering, indentations, figures and tables, appendices, style (Arial or Times New Roman) and size (font 12, line spacing 1.5). 2 This assignment is to be submitted electronically via www.abacusinstitute.ac.nz/moodle by 5:00pm on the due date above. OR Alternative arrangements can be made for presenting and submitting your workwith help of the course instructor/tutor, in case of any special needs. 3 The presentation of your work must use appropriate tone, register, vocabulary (includingnon-sexist language), grammar and syntax. Unit Standard 2935 [v4] Determine the marketing mix ER | Description | Range | LO1 | Analyse the inter-relationships of elements of the marketing mix. | | 1.1 | Variations in individual elements of the marketing mix are assessed for their impact on related elements of the mix. | Variation of any two elements. | 1.2 | Environmental factors are assessed for their impact upon elements of the marketing mix. | social, economic, demographic, cultural, ethnic, natural, political, legal, regulatory, technological, competitive. | 1.3 | Customer response to the marketing mix is assessed in terms...
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...J. of the Acad. Mark. Sci. (2012) 40:102–119 DOI 10.1007/s11747-011-0279-9 Marketing and business performance Neil A. Morgan Received: 28 July 2011 / Accepted: 1 August 2011 / Published online: 20 August 2011 # Academy of Marketing Science 2011 Abstract Academics and managers have struggled for many years to understand and delineate the role of marketing in explaining business performance differences between firms. Most of the theory base for any such attempts has to be informed by strategic management theory, since the primary question that strategic management seeks to answer is why some firms outperform others over time. This paper synthesizes three major streams of thought in strategic management with the empirical and theoretical literature on strategic marketing to develop an integrative theory-based conceptual framework linking marketing with firms’ business performance. Keywords Marketing strategy . Marketing resources . Marketing capabilities . Positional advantage . Competitors . Market performance . Financial performance Introduction The role of marketing in explaining firms’ business performance has received significant attention throughout the history of the marketing discipline. The need to link marketing with business performance has become more Acknowledgements Doug Vorhies contributed to much of the thinking represented in this paper—a version of which we set out to write together more than a decade ago but never got time to...
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...June 2009. The purpose of the paper is to provide a clear understanding of the current financial position and to seek agreement on funding. 2.0 OVERVIEW OF FINACIAL PERFORMANCE 2.1 A summary of the Group’s financial performance over the 10 year period from 2000 – 2009 is provided below. 3.0 SUMMARY OF PROJECTED PERFORMANCE 3.1 In 2010 we will build on the successful business strategy from 2009 that introduced a new company structure, a new leadership team and a new culture that is now being embedded across the organization. 3.2 The restructured business focuses on the three areas of Growth, Efficiency and Capability and our budget focus will be primarily on driving sales upwards by 3%, reducing costs to awrads achieveung the $100m cost reduction target and improving our capabilities to drive greater efficiencies across the organistaion. Budget Assumptions 3.3 Our 2010 budget assumptions are based on five key issues- 1. The recovery from the global financial crisis shall improve sales. 2. he exchange rate gap between AUD and USD narrows has a favorable impact on the business by reducing global operational costs. 3. Performance in the Pacific was impacted by recessionary economic conditions and ongoing political uncertainty. This has a greater impact on their sales volume as GDP is a key driver to the business earnings. 4. There are no changes to Tax Legislation and Accounting Standards 4.0 RETURN ON ASSETS 4.1 The projected...
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...Commercial excellence in the pharmaceutical industry Delivering superior value to your customers in challenging times 2 | Study Contents Letter from the authors Executive summary 1. At a glance: Turbulent times, here to stay? 2. Taking the first steps towards commercial excellence 3. Sales excellence: Still a worthwhile investment 4. The nuts and bolts of customer excellence a) The importance of customer relationship management (CRM) b) Towards a customer-centric approach c) The promotional mix as a stepping-stone to customer excellence 5. New business models: Making the necessary changes 6. Mapping out the road to commercial excellence 7. Sources 8. Who to contact about commercial excellence 3 4 6 10 14 18 19 22 26 30 38 41 42 3 | Commercial excellence in the pharmaceutical industry Letter from the authors For a while now, pharmaceutical companies have been faced with a multitude of difficult challenges. Financial pressures, regulatory changes and increasingly active stakeholders have put the industry’s sales growth and profitability to an ongoing and demanding test. In the past, many companies reacted to these obstacles by simply restructuring and downsizing their sales forces. Yet many onlookers now consider this approach to be outdated. If companies want to succeed – and generate results that will satisfy their shareholders – they must look further and focus on a whole new approach: commercial excellence. This study paints a landscape of the key commercial...
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...generating an acceptable level of return. It generally includes analysis of the current market situation (opportunities and trends) and detailed action programs, budgets, sales forecasts, strategies, and projected (proforma) financial statements. See also marketing strategy. The marketing planning process A marketing plan is a comprehensive blueprint which outlines an organization's overall marketing efforts. A marketing process can be realized by the marketing mix, which is outlined in step 4. The last step in the process is the marketing controlling. The marketing plan can function from two points: strategy and tactics (P. Kotler, K.L. Keller). In most organizations, "strategic planning" is an annual process, typically covering just the year ahead. Occasionally, a few organizations may look at a practical plan which stretches three or more years ahead. Marketing planning aims and objectives Behind the corporate objectives, which in themselves offer the main context for the marketing plan, will lie the "corporate mission," which in turn provides the context for these corporate objectives. In a sales-oriented organization, the marketing planning function designs incentive pay plans to not only motivate and reward frontline staff fairly but also to align marketing activities with corporate mission. The marketing plan basically aims to make the business provide the solution with the awareness...
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...Research Topic Impact of brand differentiation by 4Ps on the sales of the organization, Textile Industry, Selangor, Malaysia Research Topic 1 CHAPTER 1: INTRODUCTION 3 1.0 Introduction 3 1.1 Background of the Study 4 1.2 Motivation for the Study 4 1.3 Problem Statement 6 1.4 Research Questions and Research Objectives 7 1.4.1 Research Questions 7 1.4.2 Research Objectives 7 1.5 Contribution of the Study 7 1.6 Structure of Dissertation 8 1.7 Chapter Summary 8 Chapter 2: Literature Review 9 2.1 Introduction 9 2.2 Brand Differentiation 9 2.3 4Ps of Marketing 16 2.3.1 Product 20 2.3.2 Price 21 2.3.3 Promotion 23 2.3.4 Place 25 2.4 Organizational Performance & Sales 26 2.5 Textile Industry, Malaysia 29 2.6 Theoretical Framework 32 2.7 Hypotheses Development 33 2.8 Conclusion 33 Chapter 3: Research Methodology 34 3.1 Introduction 34 3.2 Quantitative Research method 34 3.3 Research Design 35 3.4 Research Strategy 36 3.5 Research Data 37 3.6 Unit of Analysis 39 3.7 Sampling Technique 40 3.8 Data Analysis 41 3.9 Research Reliability & Validity 42 Conclusion 43 Reference 44 CHAPTER 1: INTRODUCTION 1.0 Introduction A brand is a name, term, configuration, image or other element that interesting so it can identify and differentiate the offered product from others. The brands are way through which brands are involved in promoting and advertising the products of the company. The brand...
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...Introduction…………………………………………………………………………………1 Vision Statement ………………………………………………………………………......1 Mission Statement………………………………………………………………………….1 The Role of the Marketing Plan………………………………………………………….1 The Role of marketing Information and Research…………………………………...2 The Marketing Audit……………………………………………………………………….4 A SWOT Analysis The Internal Environment…………………………………………………………………5 Strengths……………………………………………………………………………………..5 Weaknesses…………………………………………………………………………………5 The External Environment…………………………………………………………………6 Opportunities………………………………………………………………………………..6 Threats ……………………………………………………………………………………….6 Summary of key issues and implications for the eco-Nano…………………….…6 Marketing Objectives……………………………………………………………………..7 Segmentation, targeting and positioning strategies………………………………..8 The marketing mix………………………………………………………………………….9 Marketing budget………………………………………………………………………...10 A marketing Audit the Gap Analysis Recommend evaluation and control…………………………………………………12 Assess the internal marketing environment…………………………………………15 Processes and techniques ……………………………………………………………..16 The Boston Consulting Grid …………………………………………………………….16 McKinsey’s Seven S’s ……………………………………………………………………17 The planning Gap………………………………………………………………………..18 Brand management Role and significance of Branding…………………………………………………….22 Impact of Branding on marketing mix………………………………………………..22 Brand management……………………………………………………………………...23 Recommendation for improvement…………………………………………………..24 core...
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...How MIS Affects Organizational Functions The Management Information Systems (MIS) plays a very important role in business environment to become a significant strategy of its organization operation. According to Linda Banks, the author of “The Tea Room News”, she mentions the impact of MIS to business processes is “Management Information Systems (MIS) not only include software systems, but the entire set of business processes and resources that are used to pull together information from functional or tactical systems” (B, 2015). Basically, the MIS is described as data collected system which analyzes data in order to provide appropriate information related in business performances. That information will be valuable for different levels of its management. On this paper, we will discuss the effect of MIS on executive level of business decision making, organizational department levels; and its contributions on production sales. In the level of competitive business environment nowadays, business owners have to react immediately with the sudden change of current activity of organization. By the way, the decision needs to be quick and accurate. According to Watson H.J and Mann R.I, the co-author of the article “Information Systems for Management” published in 1987, stated that “The MIS supports the planning, control and operation functions of an organization by furnishing uniform information in the proper time frame to assist the decision makers" (Watson H.J , Mann R.I, 1987). Obviously...
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...Subject : International Marketing Export marketing strategies in the Indian Textile Industry : Opportunities and Challenges Submitted by RANDEEP NAIN SATNAM SINGH S-78 S-93 Export marketing strategies in the Indian Textile Industry : Opportunities and Challenges Abstract : Textile exports play a significant role in earning foreign exchange for India. In the FY 2010-11 , the total exports of textiles and clothing amounted to US $ 26.82 billion. Presently , the share of textiles in India’s total exports is in the range of 10 % . Various studies have been conducted to explore the relationship between Export marketing strategies and their impact on organizational performance and various strategies are formulated to identify the right mix to enhance this performance . The purpose of this research is to identify the role of export marketing strategies in export performance for the case of Indian Textile industry. It is seen that export firms that adopt marketing mix elements get competitive advantage and have better returns. Research Problem : Internationally , it has been observed that organizations which are exporting to foreign markets employ some strategies to attract international buyers of their products .In the case of India , we are interested to find out which strategies are used to boost export performance. Therefore the research question is What are the factors/reasons which can enhance export performance of the Indian Textile industry...
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...Assessment 3 1. Briefly overview the marketing activities This section about implement marketing strategies and tactics, briefing stakeholder on their roles and responsibilities, identify marketing and non-marketing personnel on the objectives of the plan, performance measures, and their role and responsibilities. Prioritising marketing strategies and identify resources for their implementation, communicating and team building strategies to ensure that personnel responsible for each element of the marketing mix work together to meet marketing objectives and implement strategies for monitoring marketing activities and analysing marketing performance, in according with the marketing plan. 2. Describe the marketing strategies and tactics Deciding what to do is important, the actual implement of the strategies and tactics is equally as important. This means that a systematic approach is required to identify the marketing strategies of the organisation and they implement the tactics and activities required for each strategy. This initial information can typically be typically be obtained by looking at the organisation’s marketing plan. The action plan should outline the tactics or activities required for each strategy. For example, action purchase top placement in internet searches for relevant commonly searched terms, run an advertising campaign on radio and tv, establish a loyalty program to increase repeat business and referrals. As with all action plan...
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