...Unit 2: INTRODUCTION TO MARKETING P1: Describe how marketing techniques are used to market products in two organisations IE Thanks to Igor Ansoff studies, today we can identify four different marketing strategies available for growing a business: MARKET PENETRATION, MARKET DEVELOPMENT, PRODUCT DEVELOPMENT and DIVERSIFICATION. MARKET PENETRATION: A market is a group of customers who may purchase a product. MARKET DEVELOPMENT: This is when a company markets an existing product to a new market. PRODUCT DEVELOPMENT: This is where a business develops a new product to sell to existing customers. DIVERSIFICATION: This is where a business markets new products to new customers. This can works in two ways: the business may produce a new product in an area that it understands, or it may enter a completely new unrelated area. Many businesses are often faced with having to develop strategies just to survive. This could include downsizing the business to reduce costs. It could mean coming out of less profitable markets, discounting less profitable lines and making some employees redundant in order to balance the books. Amazon is a ecommerce company born in 1994. Jeff Bezos created Amazon.com, Inc. in 1994 , which he labeled as “Earth’s Biggest Bookstore.” The ecommerce company went online in 1995 and soon expanded into other media, including DVDs, VHS, CDs, MP3s, and eventually a wide range of other products, including toys, electronics, furniture and apparel. As such, the tagline...
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...Demetrius Gordon American Intercontinental University Unit 1 Individual Project MKTG 205 – Principles of Marketing 7 October 2012 Abstract This paper will give a brief description and analysis of the impact of three market forces on a product. It will also touch upon strategies to overcome these threats, as well as different ways to capitalize on the opportunities. Market Forces Introduction Varying forces can serve to derail a marketing plan if you are not prepared for them. Just knowing and researching what they are can change an outcome. Discover how a few simple ideas or changes to the current plan can change the outcome of three of the five marketing forces. Market Force 1: Economic forces There are many reasons why a consumer might choose a product. Economic inflation, cost of living compared to income, and type of employment and how it is affected by seasons or economic trends are all economic factors. (Kerin, 2012). An establishment can have a wonderful reputation for great food, great service and great ambience but if the consumer doesn’t have the finances to go to that establishment, they will not go. In other words, a consumer’s finances are important in determining how often they might be willing to frequent your establishment. These factors can definitely affect a restaurant like Jamaica Jamaica Cuisine. Market Force 2: Social forces The varying age groups, economic backgrounds, religious beliefs, dietary cultures can have a very...
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...The Marketing Mix The four key factors are: • • • • Product Price Place Promotion Introduction Key Stage 4 CCEA Lesson Duration: 1 Hour "The combination of factors used to market any particular product." 1) Write a definition for each of the four key factors using the Glossary in the: Interactive Business CD-ROM "The Marketing Mix" One way of identifying one product or service from another is by brands ie Mars; Cadburys; Coke; Fanta; HP, Heinz, McDonalds or Burger King. This involves using standard colours, a common name, standard size containers or any means of making recognition easy. 2) Write down a list of brand named products you or your family frequently purchases. Activity You are the managing director of a company which manufactures an extremely well-known and popular brand of soft drink. Your branding includes not only the name of the drink, but also distinctive packaging. You have advertised your product extensively, and have a large share of the soft drink market. However, you are well aware that there is a great deal of competition in your sector of the market. a) What is the name of your company? b) What is the name of your product? c) Describe your product. d) Describe your packaging. e) Where do you sell your product? f) How much do you charge for your product? g) Where do you advertise your product? h) Who are your major competitors? i) How do you compete against your competitors ie price, unique product? Take a virtual plant tour at the...
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...http://www.cnnchile.com/noticia/2013/11/21/coca-cola-life-la-nueva-version-de-la-bebida-creada-en-chile-y-argentina# ---intro https://www.marketingweek.com/2014/09/04/coca-cola-defends-life-as-marketing-push-kicks-off/ --intro http://www.coca-cola.co.uk/newsroom/press-releases/coca-cola-life-marketing-campaign/ ---intro http://www.dailymail.co.uk/news/article-2811978/Introducing-GREEN-Coke-exclusive-taste-Coca-Cola-Life-soft-drink-35-cent-sugar-revolutionise-beverage-industry.html ---encoding http://refrigerators.reviewed.com/news/coca-cola-tests-out-a-new-unified-look-for-cans --encoding http://www.cuckoodesign.com/blog/2014/07/coca-cola-launch-new-product-green-packaging/ ----encoding http://www.thebrandingjournal.com/2014/06/coca-cola-launches-coca-cola-life-drink-natural-sweeteners-fewer-calories/ ---receiver https://www.cokecce.com/news-and-events/news/coca-cola-enterprises-announces-the-launch-of-coca-cola-life -35-55 https://www.boston.com/news/business/2014/06/17/is-the-new-coca-cola-life-healthier-than-regular-coke-and-will-it-come-to-the-us age 35-55 https://www.marketingmag.com.au/news-c/pepsi-next-coca-cola-life-green-cola-wars/ --receiver aged 30-40 http://www.thewire.com/business/2014/06/coca-cola-life-isnt-actually-good-for-you/372962/ ---decoding the green colour meaning http://www.theguardian.com/media-network/media-network-blog/2014/sep/11/coca-cola-life-brands-obesity ---noise http://www.campaignlive.co.uk/article/1315388/coca-cola-life-p...
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...Administration office to arrange a meeting with a faculty advisor to discuss the impact of the change. Generally you graduate under the rules in place when you enter or re-enter the BBA program. You have entered the BBA program when you declare your major on MyTrent. You should retain a copy of the declaration for your records. Level 1000 Courses Normally Offered Completed, In Progress, Plan to take in (term): Required FA WI ADMN 1000H - Contemporary Issues in Mgmt X ADMN 1021H- Financial Accounting I X X ECON 1010H - Intro micro economics X X ECON 1020H- Intro macro economics X X Electives Level 2000 Courses Normally Offered Completed, In Progress, Plan to take in (term): Required FA WI ADMN 2010H - Management Skills X ADMN 2021H- Financial Accounting II X X ADMN 2100H - Intro to marketing X X ADMN 2220H- Organizational Behaviour X X ADMN 2510H - Organization Theory X X ADMN-ECON 2200H- Intro to...
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...Intro Intro Swot BalancedScorecard Conclusion Corporate finance 2 Ngoc-Viet Vo Binh-Duong Doan Yuming Hao Huili Liu Noelia Martin Plaza Khurram Shahzad © 2010 - GMP IAE LYON 3 Intro Intro Swot BalancedScorecard Conclusion Plan Intro Swot Scorecard Conclusion Plus Introduction SWOT Analysis Balanced Scorecard Strategies & Indicators GMP Corporate Finance Plus Conclusion 2 Intro Intro Swot BalancedScorecard Conclusion introduction 3 Intro Intro Swot BalancedScorecard Conclusion Introduction Intro Swot Scorecard Conclusion Plus GMP Corporate Finance Plus Google is a global technology leader focused on improving the ways people connect with information. Incorporated in California in September 1998 and reincorporated in Delaware in August 2003. Headquarters are located at 1600 Amphitheatre Parkway, Mountain View, California 94043 4 Intro Intro Swot BalancedScorecard Conclusion Introduction Intro Swot Scorecard Conclusion Plus Mission: Google’s mission is to organize the world’s information and make it universally accessible and useful GMP Corporate Finance Plus Major Products: Google Web Search with Advanced Search Functionality Web Page Translation—supports 41 languages Integrated Tools—such as a spell checker, a calculator, a dictionary and currency and measurement converters Google image and book search Google Scholar Google Finance Google webmaster...
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...strategy - benchmarking Definition Benchmarking is the process of identifying "best practice" in relation to both products (including) and the processes by which those products are created and delivered. The search for "best practice" can taker place both inside a particular industry, and also in other industries (for example - are there lessons to be learned from other industries?). The objective of benchmarking is to understand and evaluate the current position of a business or organisation in relation to "best practice" and to identify areas and means of performance improvement. The Benchmarking Process Benchmarking involves looking outward (outside a particular business, organisation, industry, region or country) to examine how others achieve their performance levels and to understand the processes they use. In this way benchmarking helps explain the processes behind excellent performance. When the lessons learnt from a benchmarking exercise are applied appropriately, they facilitate improved performance in critical functions within an organisation or in key areas of the business environment. Application of benchmarking involves four key steps: (1) Understand in detail existing business processes (2) Analyse the business processes of others (3) Compare own business performance with that of others analysed (4) Implement the steps necessary to close the performance gap Benchmarking should not be considered a one-off exercise. To be effective, it must become an ongoing...
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...|MKTG 3596 - Integrated Marketing Communications |Instructor: Charles F. Byers | |Lec. #94665 |Office: Lucas Hall 216W | |Santa Clara University |Phone: 408-310-9244 | |MBA Winter 2014 |E-mail: cbyers@scu.edu & byers.charles@ yahoo.com | |Meeting Times: Sat. – 8:30 – 11:15 p.m. |Office Hours: Sat. 11:15 a.m. – 12:15 p.m. or by appointment | |Meeting Place: Lucas Hall 307 | | Integrated Marketing Communications Textbooks & Materials Byers & Barr, “Integrated Marketing Communications Custom Edition for Santa Clara University 3E”: Pearson Learning Solutions, 2014. CoursePack Reader – “Marketing 596 – Winter 2014” Course Description This course is designed as an introduction to the concept and practice of integrated marketing communications (IMC). It takes the participant through communication, marketing, branding, and integrated marketing theory, planning and IMC program coordination. The course also addresses the marketing communications tactics of advertising, public relations, direct...
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...BUSINESS ADMINISTRATION - HUMAN RESOURCES DIPLOMA PROGRAM (BHR) Starting before Fall 2014 Semester 1 Fall, Winter ICA001- 2 hours Intro. to Computers Semester 2 Semester 3 Winter, Summer Fall SMS 202 - 3 hours Microcomputer Business Applications II Also available in Part-time Studies SMS212 SSC100 - 2 hours College Success Strategies ACC 106 *- 3 hours Accounting I MSC 310 - 4 hours Decision Analysis I Also available in Part-time Studies MSC312 Semester 4 Semester 5 Winter Fall HRA 722 - 4 hours Personnel Research Techniques and HRIS BUS 401 - 3 hours Economics for Human Resources Equiv. HRM722 (Part-time Studies) HRA 734 *- 4 hours Intro. Management Accounting HRA 782 *- 4 hours Recruitment and Selection Techniques Equiv. HRM732 (Part-time Studies) Equiv. BUS400 in Full-time Studies HRA 831 *- 4 hours Equiv. HRM782 (Part-time Studies) Design and Administration of Compensation Plan Equiv. HRM831 (Part-time Studies) Also available (Part-time Studies) ACC120 or ACC106 equiv. available in Part-time Studies) CAP 501 - 1 hour HRA: Career Planning Equiv. CAP500 (Full-time Studies) HRA 822 *- 4 hours HR Planning & Development HRM822 (Part-time Studies) HRA 845 *- 4 hours Industrial Relations Equiv. HRM845 (Part-time HRA 701 *- 3 hours Intro. to Human Resources Management BUS106- 3 hours Introduction to Business (BAM101 Semester 6 Winter Equiv. HRM701 (Part-time...
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...samenvatting_introduction_to_international_business.pdf Samenvatting Introduction to International Business Rijksuniversiteit Groningen | International Business | Introduction to International Business Verspreiden niet toegestaan | Gedownload door: Dorien De Vries | ID: 118424 INTRO TO IB KEY WORDS AND CONCEPTS Conceptual Foundations of International Business Strategy 1. Internationally transferable FSAs . Tacit knowledge = personal knowledge MNE’s heritage=key routines developed by the firm since its inception. 4 archetypes of administrative heritage: • Centralized exporter=only exporting the standardized product, no activity in host country. • International projector=FSAs from home country copied, no development of new ones. • International coordinator=different parts of the production process in different countries. • Multi-centered MNE=does everything(produce, sell, etc.) in the host country. 2. Non-transferable or location bound FSAs. 4 types of non-transferable FSAs: • Stand-alone resources=linked to location advantages. Such as certain immobile markets. • Other resources=such as local marketing knowledge, don’t have same value abroad. • Local best practices=routines which are highly effective at home, not the same abroad. • Recombination capabilities=taking FSAs/products from home and adapt it to host country. 3. Location advantages. !Strengths of a location, useable for all the firm’s operations in that location. !The reason why an MNE should go there. Foreign...
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...Kevin Gingles Are US CEO’s overpaid? The money of a CEO could go towards longevity of the company because there is a lack of innovation in majority of today’s companies and companies are forced to close operations due to poor business performance. Intro paragraph The intro paragraph will bring the topic out to light detailing a brief look into the research. The intro will provide reasoning to support the high salaries of past and present CEO’s and how the company performed. Body paragraphs Finding evidence and facts I will back my thesis with strong support on why I feel top level managers are overpaid. These paragraphs will give a rich history of the average CEO and how much they are being paid including all the unnecessary perks CEO’s receive. Also I will discuss some top companies closures and proof of low customer satisfaction of services. Another key factor in marketing and brand recognition, this topic will help me discuss how the customers perceive a brand and customer expectations. Conclusion This paragraph will be to wrap the paper up and bring the findings together. Returning to my original attention getter the research paper will close on a strong ending thoroughly explain why US CEO’s are overpaid. Potential sources http://www.theatlantic.com/business/archive/2013/06/ceos-now-earn-273-times-the-average-workers-pay-should-you-be-mad/277284/ http://www.nytimes.com/2011/10/01/business/lets-stop-rewarding-failed-ceos-common-sense.html?pagewanted=all&_r=0 ...
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...Intro To Advertising Chapter 1: Intro To Advertising Advertising is a type of marketing communication which utilizes a range of tools In its earliest forms, advertising was intended to: a)Identify manufacturers and stores. b) Inform consumers of new products and services c)Promote and generate sales for products and services. The four key components of advertising are: Advertising strategy, creative idea, creative execution, and media planning and buying In advertising, a product can be services and ideas, as well as goods. (True) Marketing is: A mix of four important elements: product, price, place/distribution, and promotion In its economic role, advertising does all of the following except: Mirrors fashion and design trends In its societal role, does advertising help shape an image of ourselves? (Yes) The soft-sell technique of advertising assumes that: Consumers make decisions based on the image of the brand The key players in the practice of advertising are: The advertiser, the agency, the media, the supplier, and the target audience The emergence of consumer society enabled advertisers to charge a premium for their goods. (False) Does social responsibility mean that advertisers must sometimes stop producing a good or service? (No.) The “new” advertising means everything but: The “new” advertising is consistent with older forms of mass advertising Interactivity in advertising suggests that one-way communication may no longer work...
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...UnitName | StaffID | StaffName | StaffOffice | Grade | 101 | Jenny Teo | 123a Norwich Hse | 9911345 | 20241 | BBus(Acc) | Acc24 | Finance 2a | S045 | Paul Smith | D401 | D | 101 | Jenny Teo | 123a Norwich Hse | 9911345 | 20241 | BBus(Acc) | Law01 | Intro. Law | S022 | Elaine Ng | F213 | C | 101 | Jenny Teo | 123a Norwich Hse | 9911345 | 20241 | BBus(Acc) | Mgt21 | Org. Behaviour | S099 | Ann McCall | D211 | P | 112 | Warren Wills | 64 South St. Clayton | 9894387 | 30001 | BCom | Ais20 | Acc Info Systems | S120 | Peter Duffy | D411 | HD | 121 | Neil Smith | 123a Norwich Hse | 9911345 | 30001 | BCom | Acc24 | Finance 2 | S045 | Paul Smith | D401 | D | 121 | Neil Smith | 123a Norwich Hse | 9911345 | 30001 | BCom | Mkt10 | Intro Marketing | S111 | Dan Coleman | F210 | P | 130 | Joe Chan | 10 Wells St Frankston | 9901238 | 20242 | BBus(Acc) | Acc11 | Intro Accounting | S030 | Elli Blake | F109 | P | 130 | Joe Chan | 10 Wells St Frankston | 9901238 | 20242 | BBus(Acc) | Acc24 | Finance 2a | S046 | Paul Smith | D401 | D | 130 | Joe Chan | 10 Wells St Frankston | 9901239 | 20242 | BCom(Acc) | Law01 | Intro. Law | S022 | Elaine Ng | F213 | C | 130 | Joe Chan | 10 Wells St Frankston | 9901238 | 20242 | BBus(Acc) | Mkt10 | Marketing A | S111 | Dan Coleman | F210 | P | The following abbreviations have been used in this table: StudNum – Student identification number StudName – Student name StudAddr – Student address PhNum – Student contact telephone number CourseCode...
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...Ernesto Castro Intro to marketing communications MW 4:30pm MKTG-4233 Sec001-1320 Product name: Morph Ernesto Castro Intro to marketing communications MW 4:30pm MKTG-4233 Sec001-1320 Product name: Morph 1. Executive Summary The world’s fully flexible phone. Morph is a cellphone concept created by Nokia. Morph is a “bridge between highly advanced technologies and their potential benefits to end-users.” Some of features this new technology included: •Newly-enabled flexible and transparent materials blend more seamlessly with the way we live. •Devices become self-cleaning and self-preserving. •Transparent electronics offering an entirely new aesthetic dimension •Built-in solar absorption might charge a device, while batteries become smaller, longer lasting and faster to charge. •Integrated sensors might allow us to learn more about the environment around us, empowering us to make better choices. The main target audience for this concept is for the innovators and early adopters. By having this group test the product, we’ll be able to decide if the product needs to be changed or if we have green light to mass produce. Promotions will mostly be targeted to those two groups and it’ll be done in such way that will have the greatest impact. Popular channels of communications will definitely be used to capture the most attention which will also include that of other groups like early majority. 1. Situation Analysis Environmental Scan Introducing...
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...Intro-200/300 akash ki marketing strategy ka intro Promotional plan1500/marketing strategy 300 conclusion Indian has skipped yet another due date for the release of much-hyped globe's most affordable item PC - Aakash 2 - the desire venture of human resources growth reverend Kapil Sibal, even as the hang on carries on for the nation's 220 thousand learners. In April, Sibal had created a dedication that the product would be ready by end of May. Priced at about Rs 2,276, Sibal had placed the new and enhanced edition of Aakash as an academic aid for Native indian learners. He had also reiterated in the Lok Sabha that the govt is operating on an enhanced item after the first one turned out to be a wet squib due to low power supply lifespan and slowly processer speed. An email question to the minister's office on position of Aakash 2 stayed un answered. But authorities operating on the venture informed ET on the situation of privacy that the pills and associated applications are being examined at the Native indian Institution of Technological innovation in Mumbai. Amidst much excitement, Sibal had first discussed the item truly. The plan then was to make a cheap laptop available to academic institutions by Jan 2011, but that was not to be as HCL Infosystems, the company that had been shortened to produce, supported out. Consequently, in Feb, the govt chosen Canada-based Datawind for the $35-tablet venture. Indian Institution for Technological innovation, Rajasthan...
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