...The goal of a Marketing department is to match their products and services with people who want and need them. To do this, a company has many processes and costs associated with developing the four “P’s”, product, place, price, and promotion. To support the bottom line companies develop better practices to streamline process, decrease supply and delivery times, cut costs, and increase efficiency. The technique to improve processes is known as Six Sigma. Companies, such as General Electric and Toyota have been utilizing Six Sigma principles to improve manufacturing processes and quality measures; however, the principles have not been widely used in marketing environments. Apply Six Sigma to Sales and Marketing The author of “Apply Six Sigma to Sales and Marketing” defines Six Sigma as a road map to problem solving. A blueprint for the steps needed to take to improve clearly defined issues. So, why are marketing departments failing to utilize Six Sigma principles? Non-believers are under the impression standard operating procedures limits the ability to adjust accordingly to shifting environments and hinder creative magic. According to the author, this is not the case. He believes the real factors for slow adaptation are: - Facilities: Unlike manufacturing facilities, the design is not built for problem solving, data collection, and assessment. - Professional backgrounds: A large number of Six Sigma professionals joined manufacturing companies, limiting knowledgeable professionals...
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...Critical Review of the Article “The changing body of students - A study of the motives, expectations and preparedness of postgraduate marketing students” The fact is that the body of postgraduate marketing students, who decide to study in UK, has become much more different during the last few years. It means that British marketing educators are facing big challenges as well as great opportunities. In order to help the educators keep up with the pace of the change, researches about the postgraduate marketing students have been conducted. According to Liu (2010), the article - “The changing body of students - A study of the motives, expectations and preparedness of postgraduate marketing students” aims at finding out the possible implications for the educators by evaluating the motives, expectations and preparedness of the postgraduate marketing students in UK, and through this, the marketing educators could design their programme better. This paper will try to analyse the article and give a critical review for it. Even facing with the challenges from counterparts such as American universities and Asian domestic universities (Liu, 2010), the trend is that numbers of the postgraduate students in UK including those, who major in marketing, have still increased dramatically. More students choose to take a postgraduate programme in UK, particularly on taught programme (Liu, 2010). Taylor (2002) states that comparing with undergraduates...
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...ARTICLE REVIEW Source Yoo B, Donthu N, Lee S. (2000), ‘An Examination of Selected Marketing Mix Elements and Brand Equity’ Journal of the Academy of Marketing Science, 28;195 viewed 2 January 2016, http://jam.sagepub.com/cgi/content/abstract/28/2/195 Introduction This review critically examines the article ‘An Examination of Selected Marketing Mix Elements and Brand Equity’ Journal of the Academy of Marketing Science. The review will first summarize the article. Secondly, it analyzes the effectiveness of the article structure, investigating how the information is set out and whether the reader can access it efficiently. Thirdly, the review will critique the article, evaluating its authority,...
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...stages are: Clarifying the research question, Proposing research, designing the research project, collecting data and preparation, Data analysis and interpretation, Reporting the results. All of these must be involve during the research process, with out these there can’ be a exact or in other words accurate results for the research that is being done, otherwise the results of the research can be misleading to false result. I have chosen three particular articles with specific topics, “ Marketing and Business Research”, “Business Research Methods”, and “ Marketing Research and Business Management”. Purpose of business research 1st Article, “ Marketing and Business Research (pre-1986); Jan 1964; 28; by Field, Mervin. This article was mainly based on reviews for the book he had launched, “ Marketing and Business research”. 2nd Article, “ Business Research Methods”, by Tootelian, Dennis H. (pre-1986) 1976. The main purpose of this article is mainly based on this book review. 3rd Article, “Marketing Research and Business...
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...[pic] Introduction to Marketing 33:630:301:05 Classroom: Tillett Hall – Room 116 Session: January 23, 2012 – May 7, 2012 Time: Monday Evenings 6:40 – 9:30 Course Web Page: http://blackboard.rutgers.edu Professor: Edward Filippazzo E-Mail: eaf@andromeda.rutgers.edu Phone: 973-464-1385 Office Hours: By Appointment Textbook: Kerin, Hartley, and Rudelius, Marketing (10th ed.), McGraw-Hill, 2009. Study Aid on the Web: http://highered.mcgraw-hill.com/sites/0073404721/student_view0/ Course Description The objective of this course is to provide students with an introduction to marketing and the basic areas that comprise this discipline. Course content includes review of marketing theories, concepts, key terms and tools used in the consumer, reseller, services and industrial markets. Also addressed is the integration of marketing in the broader business context and the role it plays in today’s society. Course Format This course will use the textbook above to guide lectures, class discussion, assignments and exams. Multiple chapters from the text will be discussed during each class lecture. The lectures will discuss the theories and concepts, tools and techniques used in marketing, as well as provide examples of how these have been applied. Lectures will include content and discussion beyond what is provided in the textbook. Attendance and Participation ...
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...UNIVERSITY COLLEGE GHANA FACULTY OF BUSINESS ADMINISTRATION DEPARTMENT OF MARKETING CUSTOMER RELATIONSHIP MANAGEMENT ARTICLE REVIEW: RELATIONSHIP MARKETING AND CUSTOMER LOYALTY: EVIDENCE FROM THE GHANAIAN LUXURY HOTEL INDUSTRY. GROUP 3 MEMBERS THOMAS ATANGA BBAM/ED/122566 ERNEST FIIFI DES-BORDES BBAM/ED/118290 FRANK AMUZU MAWULI BBAM/ED/112043 ESTHER FREMPONG BBAM/ED/120613 DELPHINE AMO-MENSAH BBAM/ED/122735 JOANA KUMI BBAM/ED/122925 ZARATU ISSAKA BBAM/ED/121827 EVANS YEBOAH BBAM/ED/123604 ADIZA ISSAH BBAM/ED/112448 JULIUS ARMAH NII TETTEH BBAM/ED/120608 MERCY ETRUBA ASARE BBAM/ED/122114 INTRODUCTION 1.1 BACKGROUND OF STUDY Acquiring and building relationship with new customers takes time. This effort could be saved by concentrating most efforts on retaining the existing customers. Globally, the use of customer relationship management as a key driver in the sustenance and growth of customer base of businesses. According to Zeithaml and Bitner (2000) relationship marketing is a philosophy of doing business, a strategic orientation that focuses on keeping...
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...Running head: MARKETING ARTICLE REVIEW Marketing Article Review Chad L. Million Grand Canyon University: Marketing Management June 18, 2013 Marketing Article Review Appropriate global marketing has the power to hurtle a business into an international franchise, when done properly. Diverse tactics are employed based upon the area the corporation is marketing to. Case-in-point, the menu at fast-food restaurants differs depends on the whereabouts of the restaurant. The corporation emphases on well-liked marketing items inside the nation. Global marketing is particularly imperative to businesses that offer services and/or products that require a worldwide need for instance food and automobiles. Marketing Article Review Global marketing is marketing for the modern global ecosystem. The global view point is a plan that needs the capability to examine a company and competitive growths throughout the globe. The vendor have to then process what possibly will become contradictory data from these numerous resources and generate an effective strategy, a strategy that can provide a service or product a plea throughout boundaries. There are resemblances among domestic marketing plans and global marketing plans; however at core the dexterities needed to achieve both are dissimilar. The thesis of the article Global - marketing is the development of theorizing and then delivering a final service and/or product global in expectations of influencing the global marketing public, Business...
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...Introduction By general agreement and on the basis of first hand experience, the review of literature in most student research (and some professional academic research too) is clumsy, naive, turgid, confusing and often down right dull. But given the central importance the literature review holds in our academic writing tradition, and its pivotal role in the academic assessment of research why are we still executing them so badly? Specifically, why do students find them so difficult to write? And academics find them so disheartening to read? There is no shortage of guidance in how to undertake a literature review. Comprehensive guides to business research such as Gill and Johnson (1991) or Cooper (1989) contain some guidance. More comprehensive are the general thesis guides such as Dunleavy (2003), Teitelbaum (1998), Baker (2003), or Evans (1996). There are also many specific guides to undertaking a literature review such as Baker (2000), Rowley and Slack (2004) or Hart (1999). Indeed, any competent trawl of the internet will generate innumerable guides and resources from universities around the world. The issue it seems is not the lack of guidance, but how such guidance is translated into the finished product. As a consequence this article focuses upon how to write the literature review, some techniques that can be used to ^ Correspondence: Mark Gabbott, Department of Marketing, Monash University, P.O. Box 197, Caulfield East Melbourne, Vic 3145, Australia, Tel: 00 61 3 9903...
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...Business and Management Referred/Deferred Coursework Critique: The Effects of Social Media Marketing on Online Consumer Behaviour Table of Contents Summary 2 Main Critique 2 Research Approaches 5 Conclusion 7 Reference 8 Summary The paper is providing a critical review of “The Effects of Social Media Marketing on Online Consumer Behaviour” by Simona Vinerean, Iuliana Cetina, Luigi Dumitrescu,and Mihai Tichindelean. The article is reviewing the communication of brand with consumers (Vinerean, Cetina, Dumitrescu, & Tichindelean, 2013). Internet and social media is proved to be the most effective platform for consumers and businesses to socialize or communicate. Organizations can access a wide array of consumers throughout the globe, as social media is a platform to publicize the personal evaluation of consumers. The article is focusing on 236 social media users to examine different measures reflecting positive influence of networking websites on the consumers’ perception about advertising through this platform (Vinerean, Cetina, Dumitrescu, & Tichindelean, 2013). It is found in the paper that the social media marketing provides the evidence of virtual presence of online consumers for organization reflecting the positive outlook on sales and reputation. The aim of this research is to empirically investigate, determine the communication with social media marketing, and have a positive outlook regarding advertising on social networking websites (Vinerean...
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...April 9, 2014 Article Review Evidence-based Marketing Article Summary The practice of using evidence as the base for making decisions has been employed successfully in many industries such as healthcare, nursing, criminal justice, ect.. Unfortunately, in the world of marketing, “there has been no explicit consideration of the applicability of the concepts of evidence-based practice or evidence-based management” yet (Rowley, p. 523). The article, then, provides information on challenges practitioners face when deciding whether to implement the evidence-based marketing theory and explores some alternative relationships between researchers and practitioners that may improve the use of the evidence-based methods. Using evidence for marketing decision-making is well recognized as a helpful, more accurate method of making better decisions. As suggested in the article, the type of such evidence in this method should be research evidence that is “reviewed and summarised in a systematic way that allows reasonably clear conclusions to be reached about what we know and do not know” and “integrated into the decision-making process in an explicit way such that its relevance and usefulness to the decision is made clear” (Rowley, p. 526). However, this method has only been tested mainly from academic researches and may lack applicability to businesses due to the gap between researchers and practitioners. Rowley cited in the article four distinct barriers practitioner faces when trying...
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...MARKETING COURSE Articles Books & Chapters Cases Course Modules Online Courses Simulations 2012 MATERIALS Harvard Business Publishing serves the finest learning institutions worldwide with a comprehensive catalog of case studies, journal articles, books, and eLearning programs, including online courses and simulations. In addition to material from Harvard Business School and Harvard Business Review, we also offer course material from these renowned institutions and publications: Babson College Business Enterprise Trust Business Expert Press Business Horizons Magazine California Management Review Darden School of Business Design Management Institute HEC Montréal Centre for Case Studies Ivey School of Business International Institute for Management Development (IMD) IESE Business School INSEAD John F. Kennedy School of Government Kellogg School of Management Perseus Books Princeton University Press Rotman Magazine Stanford Graduate School of Business Sloan Management Review Social Enterprise Knowledge Network Thunderbird School of Global Management Tsinghua University University of Hong Kong Customer service is available 8 am to 6 pm ET, Monday through Friday. Phone: 1-800-545-7685 (1-617-783-7600 outside the U.S. and Canada) Tech support is available 8 am to 8 pm ET, Monday through Thursday, 8 am to 7 pm ET Friday. Phone: 1-800-810-8858 (1-617-783-7700 outside the U.S...
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...INTRODUCTION: Marketing is essential factor in the whole processing of the firm. The term ‘Marketing’ can be simple defined, as “meeting needs profitably”. (kotler, et al ,p5,2006). Marketing mix is the most important aspect of the concept ‘Marketing’, which is a set of controllable tools that is used by the company in order to get expected response from the targeted market. (Khan, p 95, 2014) The marketing mix includes the main elements of marketing that is 4Ps, Price, Product, Place and Promotion. In the article by E. Constantinides (2006) ‘The Marketing Mix Revisited Towards the 21st Century Marketing’… tries to present the current standing of the main elements that is 4Ps of marketing. The purpose of presenting this article is to write a critical review. This will involve critically evaluating the journal article and highlighting the main objectives and limitations...
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...bs_bs_banner International Journal of Consumer Studies ISSN 1470-6423 Beyond the fad: a critical review of consumer fashion involvement ijcs_1041 84..104 Iman Naderi Department of Marketing and Logistics, College of Business, University of North Texas, Denton, Texas, USA Keywords Consumer involvement, content analysis, fashion, literature review. Correspondence Iman Naderi, Department of Marketing and Logistics, College of Business, University of North Texas, 1155 Union Circle 311396, Denton, Texas 76203-5017, USA. E-mail: iman.naderi@unt.edu doi: 10.1111/j.1470-6431.2011.01041.x Abstract Fashion involvement has been regarded as an important research topic in consumer research. Despite the importance of this topic, no attempt has been made in the past to review, assess and consolidate extant research on fashion involvement. This study presents a comprehensive and critical review and analysis of the recent studies on involvement in the context of fashion clothing to indicate the current state and identify possible gaps. A content analysis of the current peer-reviewed journal articles published on this research topic reveals a paucity of research on a number of antecedents and consequences of involvement. Further, the findings show that the research method is biased towards the survey method as opposed to experimentation. In this paper, the results of the content analysis outlining methodologies, sample characteristics, variables and major findings are provided and...
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...Harvard Business Review Article Proposal “Putting the ‘R’ Back into CRM” By Susan Fournier (Boston University) and Jill Avery (Simmons College) November 17, 2009 1.) What is the central message (the “aha”) of the article you propose to write? What is important, useful, new, or counterintuitive about your idea? Why do managers need to know about it? Ten years ago, Fournier et al.’s Harvard Business Review article, “Preventing the Premature Death of Relationship Marketing,” charged that “the very things that marketers were doing to build relationships with their customers were destroying those relationships at the core.” According to the authors, relationship marketing was “powerful in theory, but troubled in practice” because marketers did not fundamentally understand what relationships with customers were all about or how they should be built and maintained. Ten years later, this seminal article continues to be a bestseller for the Harvard Business Review, is widely cited by academics (406 citations in Google Scholar), is incorporated frequently into MBA, executive education and doctoral curricula, and, importantly, has been a guiding force for managers from diverse industries who are interested in establishing stronger customer relationships. What accounts for the enduring appeal of the “Premature Death” article? We argue that the fundamental lessons offered in this article are as relevant today as they were ten years ago. In fact, our failure to appreciate...
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...A critical review of Viswanathan, N. & Dickson, P. 2007, ‘The fundamentals of standardizing global marketing strategy’, International Marketing Review, vol. 24, no. 1, pp. 46-63. Introductory Academic Program – Academic English The issue of standardisation versus adaptation, which affects all international business organizations, continues to evolve as markets and technologies develop further. In the article ‘The fundamentals of standardizing global marketing strategy’ (2007), Viswanathan and Dickson contribute to the discussion by examining the considerations related to the standardisation of a multinational company’s marketing practices. The authors subsequently propose a new theoretical framework that identifies three complex drivers to be considered in evaluating the degree of marketing standardisation possible: the similarity of consumer response to the marketing mix, the transmissibility of competitive advantage, and similarities in the amount of economic freedom in different markets. The article imparts perceptive insights on the latter two drivers, which, according to the literature review, have been relatively ignored by researchers in comparison to the role of consumers. This critical review assesses the structure and practicality of the proposed conceptual framework, as well as the comprehensiveness of the authors’ exploration of the issue. The proposed theoretical model, intended for the use of marketing practitioners as an instrument in decision-making...
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