...Name Writing Assignment #1 Date I have purchased a product within the last week and half using many of the marketing examples we recently learned about in Chapters 1-4. I have an app on my phone called Wanelo, and it allows you to browse through different items posted on a very simple screen. They have a good website because it saves everything that I have liked, looked at, and even pulls new items in based on what I recently have viewed. One day I was just browsing on this app using my technology, and came across a dress I liked, so I clicked on it and it took me to the website. I went to all the dress selection, and found a dress I just needed to have. I then realized a marketing transaction was going to occur because there was me and the owner, my desire of wanting the dress, communication through email or phone, and my money in exchange for the dress. With this product, I was part of the target market and when I was purchasing it I had to consider the Four P’s: product, price, promotion, and place. The product was my dress, the price was reasonable, the promotion was the convenience of “one click” buy, and the place was the newly installed app right at my fingertips. In the buying process, there were most of the environmental forces in play. I think the social force, played the biggest role as the site was aimed towards everyone but then did a special draw for the generation Y people. There was also the economic forces with knowing my income to whether I...
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...MARKETING COMMUNICATIONS PLAN EXECUTIVE SUMMARY Acreditation UK operates as a client funded full cost recovery business. In 2004-05 and again in 2005-2006, the Scheme unusally experienced a surplus totalling of £38,633 as a result of a surge in applications to the Scheme in the latter half of the year. This fund has been forward accrued to 2006-07 and the Accreditation Scheme Board has requested that a costed plan be prepared, outlining an option for the use of these funds. At the June 2006 meeting of the Executive Board, £15k of these surplus funds were earmarked for an inspection allocation software project leaving £23,633 for a marketing and communications project. In light of the significant changes (outlined in the body of this plan) which have recently and will in the near future take place and which impact on the accredited and non-accredited UK ELT sector, this report sets out a comprehensive and strategic marketing and communications plan for the relaunch of the Accreditation UK offer in 2006-2008 using as budget the £23,633 accrued from 2005-06. The proposed marketing and communications programme encompasses above, through and below the line media and includes a comprehensive timetable, budget and mechanisms for effectiveness monitoring. PART 1: Marketing Plan 1. KEY TARGET MARKETS 1.1 The non-accredited UK ELT sector . Our main objective for marketing and communication should be to increase membership of the Scheme, focussing on the private...
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...STUDENT MARKETING PLAN FOR “CALIFORNIA ROLL-THRU” Table of Contents Page 1.0 Executive Summary………………………………………………………………………….4 • Products and Services……………………………………………………………………..4 • The Financing……………………………………………………………………………..4 • Management Team………………………………………………………………………...4 • Sales Forecasts……………………………………………………………………….........5 • Expansion Plan…………………………………………………………………………….5 2.0 Strategic Focus and Plan…………………………………………………………………….6 • Mission Statement………………………………………………………………………...6 • Goals………………………………………………………………………………………6 • Competitive Advantage…………………………………………………………………...7 3. Situational Analysis………………………………………………………………………….7 • Market Summary …………………………………………………………………………7 • Market Demographics……………………………………………………………………..8 • SWOT Analysis…………………………………………………………………………...9 • Industry Analysis………………………………………………………………………...10 • Competitor Analysis……………………………………………………………………..11 • Company Analysis……………………………………………………………………….12 • Customer Analysis……………………………………………………………………….13 4. Market-Product Focus……………………………………………………………………..13 • Marketing Objective……………………………………………………………………..14 • Marketing Strategies……………………………………………………………………..14 • Market-Product Grid……………………………………………………………………..14 • Target Market…………………………………………………………………………….16 • Points of Difference…………………………………………………………………...…16 • Positioning……………………………………………………………………………….17 5. Marketing Program………………………………………………………………………...
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...Successful marketing strategy Your well-developed marketing strategy will help you realise your business's goals and build a strong reputation for your products. A good marketing strategy helps you target your products and services to the people most likely to buy them. It usually involves you creating one or two powerful ideas to raise awareness and sell your products. Developing a marketing strategy that includes the components listed below will help you make the most of your marketing investment, keep your marketing focused, and measure and improve your sales results. Identify your business goals To develop your marketing strategy, identify your overarching business goals, so that you can then define a set of marketing goals to support them....
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...Marketing Management Cleaning Service Center Group 2 Name: Aditya. Demus Bobby. Panda Dave. Lie James. Nanggala Kristian Siwi Rivan. Kojongian Sendy. Lenak Executive summary What sets us apart in cleaning services is that we think nowadays people are too busy with their work and their job so they doesn’t have much time to clean their place (house). So we offer them a service to help them clean up and do their housework. We also provide employees for those who wants to use our service such as commercial or janitorial service and Gardening or Landscaping service. We would make them experience a healthy, clean, tidy and bright residence with a very environmental friendly process. Logo * Cleaning Service * Eco Service Slogan Cleanse and brighten your healthy residence Market Analysis In developed countries such as U.S and U.K. This kind of service are very in demand service. below is the diffrence chart of two commercial company. Source: Google.com, www.TideCleaning.com Macro Environmental situation Demographic Residence and officeblock, busy house hold. Needs and Trends In developing country, people gets too busy to clean their place so they need a kind of service who can help them keep their place clean and relaxing. Technological we can promote our services through social media and Internet. Economic Environment we will offer our service in middle to high economic income. That is the macro environmental situation for our service...
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...Modern Day Examples in Marketing The best examples right now in the marketplace play upon peoples fears. Fear of the unknown, fear of disease, fear of being different, fear of not following the crowd, fear of aging, etc. The biggest fear for a lot of people right now is the end of the world. It is splashed all over the papers, yet a lot of people are too scared to talk about it. They have movies about it in different themes. The movie 2012 is a good example as it puts the fear into people about how they are living. But, there are other different types which go in a different more scientific direction with earthquakes, asteroids, tidal waves, biological warfare, etc. The other fear is of disease, which happens to be H1N1 at this time. Many people are flocking to the doctor’s, hospitals and clinics to get vaccinated. People are afraid they will catch it and sanitizer’s are a big seller to combat the spread of germs. Purell dispensers and hand wipes are cropping up in many public buildings such as schools, supermarkets, office buildings, hotels, and hospitals to help to avoid the spread of infection and germs. Fear of aging has always been a big thing since so many people are living longer now and they want to combat the signs of aging or to live fuller lives. There are so many anti aging things on the market which most are geared towards women, but there are a few for the men as well. The women have anti wrinkle creams such as the Dermajuv Complete Rejuvenation...
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...being un-supervised. Other people in the community speed over the limit posted and children play there and may be hit or injured. Even though the children play in the street it cause a safety risk to drivers that don’t speed or drive wreck less do to the children running in and out of the streets without looking for cars. The children are our future and they need to be protected. When a person is looking to buy a future home they want to see a nice neighborhood that looks respectable and not as if it’s a bad neighborhood. The appearance of a home in my belief can say a lot about the people who live there. Someone who takes care of their home for example pressure washing, not trash in yard, paint nicely applied. Also there are some resident that don’t have the money but the residents should do as much as they can. To give an example of this a resident in my neighborhood has fixed the garage door which is tilted half way closed and it’s not very appealing. The appearance of a residents lawn as well as home its self make a community. A yard or lawn care should at the minimum have the grass mowed. The plants should be not over grown or deceased. Living in Florida the grass isn’t always...
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...The poor people usually depends of this places for basic things like food or sleep,without that help some of them don`t survive winter. Most of these institutions exist thanks to donations made it by average people and not government assistance. Every day there is more people living on the streets and the help is simply not enough, even when these kind of institutions exist. The people which suffer of poverty even when we see them like a kind of dog in the street, they are human and they want a decent life like normal people. Is normal to say that those poor people are living on the streets by their own choice, but like I said before, that is ignorance. That people suffer a lot of things, even things that we never going to feel, for example the hungry . The sad of these situations is that most of these people is...
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...IN YOUR VIEW, DISCUSS HOW MARKETING COMMUNICATION CAN SERVE A STRATEGIC AND TACTICAL ROLE IN A MARKETING CAMPAIGN. PROVIDE EXAMPLES Marketing campaign are specific activities designed to promote a product, service or business through marketing communication. Marketing communication are co-ordinated promotional messages delivered through one or more channels such as print, radio, television, direct mail and personal selling. Marketing communication can have either a strategic or a tactical role depending on the marketing tool use and the effects it has on consumers. A tactical role is one that implies ‘Short-duration, adaptive, action-interaction realignments that opposing forces use to accomplish limited goals after their initial contact’ (Quinn, 2003). Therefore, a tactical role is to be quick and fix in action expecting a limited or no result in the future; like for example a sudden sales promotion in response to concurrence Marketing strategy. In contrast a strategic role implies long term plans and consequences involving many of the organization’s activities and resources, and which could shape the company’s competitive position in order to fit some environmental change (Johnson et al, 2005). Marketing campaigns can be used for various reason, however so as to give my view on how marketing communication can serve a strategic and tactical role we will focus on five uses of marketing campaigns which are Introducing new product, build brand image, increase sales of product already...
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...P2 – Using Walkers crisp as an example, describe the role of promotion within the marketing mix Introduction In this report, I will consider and discuss the different aspects of the marketing mix – Products/Service, Price, Place, Packaging, People and Physical Evidence - in which are currently important to Walkers. The advert, which I have chosen, is the new ‘Walkers Extra Crunchy’ Ad, which includes Lionel Richie. The story line of the advert is how Gary Lineker will react when Lionel Richie brings his message of sharing to the nation. Walkers have made over 60 different flavours of crisps and have multiple different types of crisps including; Baked, Cheese Heads, Crinkles, Deep Ridged, Extra Crunchy, Lights, Max, Pops, Potato Heads, Salt n’ Shake, Sensations, Sun bites and Hoops and Crosses. Products/Services There are many different components within the products/services section and Walkers only really fits into one of those, which is the product features. Within the advert I have selected they will be talking about the ‘New’ crinkly crisps. Therefore, they are advertising the type of product features that the crisp have, which walkers have, many of that have already been mentioned above. Price Walkers do not include Price in there adverts and they defiantly do not use it in this advert, which I have used. However, there are company’s which will include price is their marketing mix for advertisements. An example of a company, which would include price in their adverts...
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...JoinSearchBrowseSaved Papers Home Page » Business and Management Evaluate the Opportunities and Threats Faced by Companies Marketing to Children. in Your Answer Provide Examples of How Firms Are Responding to These Challenges and Opportunities in Their Marketing Strategies. In: Business and Management Evaluate the Opportunities and Threats Faced by Companies Marketing to Children. in Your Answer Provide Examples of How Firms Are Responding to These Challenges and Opportunities in Their Marketing Strategies. Introduction Children form a significant consumer group in their own right and, in addition, influence the purchasing choices of their families and friends. They represent a huge market offering significant financial returns to companies. Children are also the adults of the future so building a strong bond with a child could lead to significant customer lifetime value to a company. However there are inherent risks in marketing to children bound up in the fact that many feel that it is intrinsically unethical to market to children. As a result of this, companies that market to children and get it wrong face a moralistic and significantly stronger backlash. Applying a PESTLE analysis highlights the external factors companies that market to children face; Political - Changes in government and legislation affect ways in which companies can approach marketing for children and young people. In December 2003, the British Secretary of State for Culture, Media and Sport, Tessa...
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...However there are inherent risks in marketing to children bound up in the fact that many feel that it is intrinsically unethical to market to children. As a result of this, companies that market to children and get it wrong face a moralistic and significantly stronger backlash. Applying a PESTLE analysis highlights the external factors companies that market to children face; Political - Changes in government and legislation affect ways in which companies can approach marketing for children and young people. In December 2003, the British Secretary of State for Culture, Media and Sport, Tessa Jowell MP, asked the British Office of Communications (OFCOM) to consider proposals for strengthening the rules on television advertising of food aimed at children, with new restrictions put in place in 2007. Economic - In the US, companies are estimated to spend $17billion a year marketing to children, (1) an increase from the $100 million spent in 1983. (2) A de facto recognition of the great economic value children represent. Social – Marketing to children and young people has become a topic for debate. Societal attitudes regarding this are strong. Campaigns lobbying governments are high profile and regularly call for changes and greater regulation. Technological – Changes in marketing methods through technological innovations are making access to children easier and without the same restrictions of more traditional methods. Legal – For example, ttThe Broadcasting Authority of Ireland...
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...http://www.scribd.com/doc/4089502/Tune-Hotel a) Strength •Advance booking Tune Hotel provided the services of advance booking via the website of Tune Hotel. (http://www.tunehotels.com). This advance booking service through internet helped to minimize uncertainty regarding the hotel. The issue of overbooking never happened in the hotel with such excellence in the booking system. Besides, customer can book the rooms 3 month in advance, the earlier you book the room , the cheaper rates you will get. Customer can make the payment through credit card, cheque , cash transfer and others payment mode. •Outsourcing In order to save cost, one of the strategies applied by Tune Hotel is outsourcing. In Tune Hotel Kuala Lumpur, the housekeeping, Uncle John Kopitiam, 24 hours convenience store 7 eleven, money changer kiosk, Subway and CIMB ATM and Bureau de change are indeed part of outsourcing. This strategy had helped Tune Hotel to save a big amount of cost. However, although these are under third parties ,Tune Hotel always keep in touch with the management of those companies in order to make sure the services provided are at a satisfactory level and in the right track. Tune Hotel also stressed on the good relationship between Tune Hotel and the third parties. •Staff training Tune Hotel spend a big amount in training its’ employees. The purpose of providing such intense training program is to ensure the quality of the services provided by the front desk staffs. According to Safuan...
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...consumer's perceived value of a good or service affects the price that he or she is willing to pay for it. For the most part, consumers are unaware of the true cost of production for the products they buy. Instead, they simply have an internal feeling for how much certain products are worth to them. Thus, in order to obtain a higher price for their products, producers may pursue marketing strategies to create a higher perceived value for their products. For an example of a reputed brand Boost; customer may think it comes up with energy for the professional cricket player with commercials Sachin Tendulkar is doing impossible. Let's take an example of famous brand Adidas. It has come up with special category of shoes named Air Jordan for the professional NBA players with advertisement Michael Jordan doing extraordinary performance. On the other hand Air Jordan announces a limited edition with customized amount available for which Adidas charges more price compare to other products. At the end all the publicity about the line of Air Jordan and its limited edition are customer perceived value. In marketing, value can be defined by qualitative and quantitative measures. Qualitative value consists of individual’s emotional, mental and physical condition, different social, economic, cultural and environmental factors whereas quantitative value consists of financial numbers and numeric value. Perceived value depends on time, place and people in relation to the changing environment....
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...is a beguiling illusion that completely glosses over the hard realities of national, ethnic and religious differences. It is therefore a dangerous fiction for the marketing manager to engage with.” Discuss, with examples. Introduction Globalization has made a more variety of products available for all consumers. In this sense, globalization increases differences, rather than generate homogenization (Lee & Usunier, 2009). Moreover, global influences are adapted to local circumstances; therefore, globalization results in an increasingly cultural diversity. The existence of a global consumer culture does not imply the disappearance of differences; rather, the modern culture results in the sum of these differences (Arnett, 2002). Global consumer culture (GCC) is a new stratum of common culture that superimpose on national cultures (Lee and Usunier, 2009) in the same way in which these overlap local traditions and subcultures existing within national boundaries, given the fact that most countries are already multicultural (Smith, 1991). Notably, it has been argued that culture is the most influential factor on consumer behaviour (Cleveland and Laroche, 2007); consequently, it is important to define the extent to which a modern global culture determine purchasing decisions, and these insights should inform marketing strategies. Therefore, the question is whether a GCC does exist, in which sense it should be interpreted, and how it does affect national cultures and consumers’ behaviour...
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