...The Look-Look case study discusses the online company Look-Look and their marketing research strategy to appeal to a prominent demographic in terms of fashion and apparel; the 14-30 age group. It is cited that this age group spends “$140 billion” annually on clothing and clothing related items, but the age group’s opinion was previously unheard, unrecognized, un-acknowledged, or even participated in trends. As a member of this age demographic, I have always noticed that it is vital to consider the biases of the majority. Generally, there is a very distinct group of influencers and followers. It has always been true in terms of the music industry, as teenagers and young adults want to know what is considered ‘cool’ or ‘trendy’ in an overall sense. Consequently, this also assists in finding the interests in specific music artists and in expressing individuality and identity; which is of great value to most people in their teenage and young adult years. Look-Look’s concept of assisting this age bracket in expressing themselves while simultaneously having them connects via online is appealing in many ways. Not only does it capture an important aspect of everyday life and fashion, it allows an immediate interaction between marketers and tastemakers over a very informal, user-friendly medium. In addition, the market segment can change very quickly over the course of weeks or months and an online platform will prevent a delay in capturing the essence of and capitalizing from the current...
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...Unit 3 Marketing P1 Introduction For this assignment I have been asked to do a report on………………………(say what you have been asked to do) The company I chose for this marketing report is kellogs and Nestle. I will first start off by writing about Kellogs. About Kellogs Kellogs is a …………………(Give history of Kellogs and background info) The types of products Kellogs produces are…..(make sure you mention the products kellogs produces and the general target market for these producst E.g. cereals – aimed at consumers aged 5 onwards, can you think of any other products?) Marketing strategies used by Kellogs Kellogs use a variety of marketing strategies. One of which is the growth strategy which can take many forma s as listed below.. 1. growth strategies (such as diversification, product development, market penetration or market development, Ansoff’s Matrix) I will write about the Growth strategies in greater detail. For Kellogs they use all the following strategies for growth. Growth strategies are: Market penetration – say what it is and how kellogs has used this for one of their products Market development -say what it is and how kellogs has used this for one of their products Product development - say what it is and how kellogs has used this for one of their products Diversification -say what it is and how kellogs has used this for one of their products About Nestle Nestle is a …………………(Give history of Nestle and background info) The types of products Kellogs...
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...Introduction This paper will take a look at a perceptual map simulation of a motorcycle manufacturer which produces a motorcycle called Cruiser Thorr. A perceptual map is a visual representation of the customer’s perception of the brand, which helps in its positioning. A perceptual map can have several parameters which can overlap in their descriptions. These overlapping parameters are the superficial attributes of a product, and several of them often define a product’s fundamental parameter. (Using Perceptual Maps in Marketing, General Marketing, Retrieved from https://ecampus.phoenix.edu). This paper will look at several fundamental parameters, including lifestyle image, product design and styling, product uniqueness, and quality engineering. This paper will look at the three major phases in the simulation, Positioning Strategy, which determines differentiation based on Product, Price, Promotion, Place and Services. SWOT Analysis which looks at strengths, weaknesses, opportunities, and threats to the product brand. Finally, Market Research, which looks at Consumer preferences by age group, income group, and financing requirement. These major phases are all used to form a marketing plan. In this simulation, this writer has joined CruiserThorr as a Marketing Manager. The first step in the marketing manager’s new position is to formulate a positioning strategy by constructing a perceptual map, by choosing its parameters. The marketing manager must choose the parameters that...
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...Marketing Name College Date Introduction Marketing is everything, says McKenna. It is the business aspect of doing market research about your targeted clientele and their preferences and then providing the superior customer value. It is the communicating to the customers or the market about your product or services and why the client partner or society should choose your product. According to Silk, marketing is the process by which a firm creates value for its customers, and value is created by meeting customer needs, hence, a firm must define itself not by the products it sells but the benefits customers get from it. Marketing is evolving and due to this companies shave to keep up with changing trends lest they are left behind by competitors, that is why there are earlier and contemporary approaches to marketing. There earlier approaches to marketing included mass production of a product to exploit economies of scale, product quality ensuring high quality products, focus on selling an existing product, then it came to customer focus, and currently we are on the holistic market where marketing acknowledges that everything matters in marketing of a product/service. Marketing Theories The marketing mix theory focuses on the 7 P`s. Firstly look at Product functionality and customer expectation of its performance. Secondly the product should be available in Places easily accessible to your target market. Third P is for the Price...
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...What is marketing? Page 3, 4……………….. Role & function of marketing Page 4, 5, 6, 7.………………….……….. Marketing mix Page 7, 8 ………………………. What are stakeholders? Page 8 …………………………………………….. Conclusion Page 9 ….……………………………………… Bibliography Do organisations need marketing? Executive Summary The following essay has been written to explain the importance of marketing and how it can affect the sales and revenue of a business. The essay will explain to the reader what is marketing and how it can both positively and negatively affect a business. It will explain the marketing mix as well as the 4P’s. Also written in the essay is the importance of stakeholders and how to communicate with them. Introduction The core objective of this assignment is to get a precise understanding of the importance of marketing and how marketing can influence companies to aim their products directly at their target market. As well as encourage customers into specifically purchasing their goods over the competitors. There are many different marketing methods and each method varies with customer demand. The main aim of a marketer is to use various marketing methods to identify and then market their product directly at the consumer. This will then enable them to gain maximum sales for the company, while ensuring that the products are sold at a price which the consumer can afford, as well as making sure products are produced to the highest standard of quality. What is marketing? Marketing is a...
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...ahead of the game by Marketing ON 20 February 2013 As the digital economy comes of age and the marketing disciplines struggle to adapt, we ask four senior practitioners about their professional evolution, how they stay up to date with the changes in their respective professions and what they look for in potential hires. David Redhill Partner and chief marketing officer Deloitte When you started your marketing career what was the digital component of your discipline and role like? I started my marketing career in a computer company, ICL, in 1981 – before desktop computers or even word processors were available to a junior PR and marketing officer. So that meant, ironically, that I was publicising and marketing a digital product in an analogue way. I would type up my press releases on an old IBM golf ball typewriter and hand draw my presentations on marketing strategy on plastic slides for overhead projection – so my marketing career really started in the pre-digital age. Dang, am I really that old?! What comprised your original education? I obtained a Bachelor of Arts in communications at the NSW Institute (now University) of Technology. It gave me a superb grounding in all aspects of media and communication – production, script writing, print, radio and television journalism, mass communication theory, and psychology, music and mass culture, professional writing, radio drama, etc etc. To this day I use just about all of those skills in my marketing career. The funny...
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...by Clicking on the link below or Copy Paste Link in Your Browser https://hwguiders.com/downloads/xcom-100-week-8-assignment-%E2%80%8Eadvertising-society-paper/ For More Courses and Exams use this form ( http://hwguiders.com/contact-us/ ) Feel Free to Search your Class through Our Product Categories or From Our Search Bar (http://hwguiders.com/ ) Advertising in Society Paper XCOM/100 Without advertising and marketing, users wouldn’t be persuaded to purchase that is why advertisement these days has played a huge role in modern society. Everywhere you look, advertising and marketing leaves behind a trace of its original influences. Whether it’s the jeans you put on, what you had for lunch time or the automobile you drive, an advertisement most probably persuaded you to spend your money. Depending on a Circuit City commercial, the normal person is exposed to nearly three thousand types of advertising and marketing daily. The same manner in which mass media of social communication has huge impact so does advertising and marketing which uses the mass media as a driving force in being convincing and dominating in certain behaviors in society. Advertisers are often criticized for the lengths at which some advertisements stretch the moral problems of being misleading and offensive. One might say that these types of criticisms are validations for the stereotypes we try so desperately to overcome, while a lot of advertisers may see their advertisements as influential...
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...NEW LOOK INC. I. TIME CONTEXT New Look is recent (last spring) start-up manufacturer of an upscale clothing line targeted at males between the ages of 20 and 40. New Look only develops clothing line, but supports it with advertising and promotional campaigns. The company plans to strengthen its partnership with retailers by developing brand awareness. New Look intends to market its line as an alternative to existing clothing lines, and differentiate itself by marketing strategies, exclusiveness, and high brand awareness. The company’s promotional plan is diverse and includes a range of marketing communications. In the future, the company hopes to develop lines of accessories for men, women and children. These accessories will include cologne/perfume, jewelry, eyewear, watches, etc, The New Look strategy is to aggressively develop and market a full range collection to consumers. The company intends to build on its portfolio of product and overcome any obstacles by using the country’s expertise in the clothing industry. II. VIEWPOINT New Look was founded as a Tennessee C-Corporation with principal officers locate at Memphis, TN. III. CENTRAL PROBLEM New Look intends to market its line as an alternative to existing clothing lines, and differentiate itself by marketing strategies, exclusiveness, and high brand awareness. The company’s promotional plan is diverse and includes a...
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...Guide Marketing Mix What it is The ‘Marketing Mix’ is a term used to describe the combination of tactics used by a business to achieve its objectives by marketing its products or services effectively to a particular target customer group. It is also referred to as the ‘4 Ps’ – Product, Price, Promotion and Place, or the ‘7 Ps’ – the 4 Ps with the addition of People, Process and Physical Evidence. What you should do Make sure you have identified each of your target customer groups. If you have not already done so and would like further information on grouping your customers, take a look at our 10minute Target Customer briefing. Now, with each customer group in mind, work through the steps outlined below. Why it is important Businesses need to make sure they are marketing – The right product to The right person at The right price in The right place and at The right time For example, if you manufacture pens, and have decided to target schoolchildren, it would be more appropriate to market – Coloured ballpoint pens (product) At a low price (price) Selling them through newsagents and stationers (place) And promoting them through point of sale material (promotion) than it would be to market – Gold fountain pens (product) At a high price, including insurance against loss (price) Selling them through specialist outlets and jewellery stores (place) And promoting them in glossy magazines and Sunday Supplements (promotion) Product Marketing is about...
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...Marketing Ethics 1 Marketing Ethics in Business Jennifer Rebarchick Marketing MBA Misericordia University Summer 2014 Dr. Gargone Marketing Ethics 2 ABSTRACT The field of business ethics and marketing ethics has evolved normatively and substantively over twenty years since the dawn of Business Ethics Quarterly. (Murphy, P. E.; Business Ethics Quarterly. Oct2010; Vol20; I4 (751-733) 3p. There have been positive and negative developments since then. In this paper it will be discussed marketing ethics in business and how this affects the organization I am employed with. I will discuss the definitions of these terms , how ethics is important, what organizations look for in making certain they are following the rules and regulations and some strategies that my organization may look into while dealing with branding or other issues they may face while doing the marketing. DISCUSSION Marketing ethics is defined as the basic principles and values that govern the business practices of those engaged in promoting products or services to the consumers. Sound marketing ethics are typically those that result in satisfaction with the goods and services being promoted. (www.businessdictonary.com) Ethics alone is defined as the basic concept and fundamental principles of decent human conduct. It includes the study of universal values such as essential equality of all men and women, obedience to the law of land, concern for health...
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...Marketing management is about how you use the marketing techniques such as advertising to market your product and services and at the same time manage the marketing recourses and activities. According to Kolter & Koller. 2006 marketing management is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value. Marketing consists of the business activities that identify the needs and wants of marketplace, determines which target segments the organization will make offers to and designs appropriate products (McColl 1995). Marketing involves a wide range of activities that enable a business to continuously understand the needs and wants of today’s customers, satisfying them and getting value in return. Through market research a business is able to find out information about markets, target markets and their needs and competitors. Marketing management is both an art and science as it is the way you communicate with the general public to market your products and services and it also involves scientific techniques to gather information of the market in which to market the product and services. From my opinion, marketing is definitely an art because it’s the way you convince one to make a purchase and it mainly focuses on emotional response, consumer experience, brand attributes and the creativeness used and it’s never the same unlike science. In fact, they aren't anywhere. “Marketing...
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...Sheet 13 A. Conceptualizing Paper Our business, Resolute Group, will be a small to medium size consulting firm that utilizes our team member strengths in consulting and evaluating current and new businesses. Each team member will have hired a team that specializes in the respective field. Our customers are business leaders, managers, and even current potential business owners, looking to establish a position in the market of Albany, GA and surrounding counties. We will consult these customers on the multiple marketing avenues, the business strategy sector, as well as public relation avenues these businesses could take. Other consulting advice could also include, but not limited to, whom to speak with on establishing certain businesses, review of current and former financial statements, basic public speaking seminars, and internal organizational review. Mission Statement Initiating Dreams into Realities’ Vision Resolute Group looks to make more companies capable of competing in even the most uncertain markets. Guiding Principles/Policies As advisors and consultants to our community businesses, we will strive to be agents of change-for our clients, our community, and our society. We owe it to the community and clients to help establish tangible results and to grow and maintain a healthy competitive advantage. We...
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...Consumer Psychology Article Review Annie Pettigrew PSY322 May 10, 2014 Chawn Williams Consumer Psychology Article Review “Consumer psychology is a specialty area that studies how our thoughts, beliefs, feelings and perceptions influence how people buy and relate to goods and services. One formal definition of the field describes it as "the study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society"." Professionals in this field look at things like the decision making-process, social persuasion and motivation to help understand why shoppers buy some things but not others. In this overview of the profession, learn more about what consumer psychologists do and where they work (About.com, 2014).” In the article, The Consumer Psychology of Brands, the consumer judgment of brands is discussed. The article shows a model of brands that includes practical studies such as brand categorization, brand affect, brand personality, brand symbolism and brand attachment. “The model below shows the difference between three levels of how a consumer engages (object centered, self-centered, and social) and five process (identifying, experiencing, integrating, signifying and connecting). The article concludes with research ideas to test the model using both standard and consumer-neuroscience methods. ("The...
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...these individuals. Classic Airlines has the data on the customer’s needs and wants within the company. Therefore, Classic needs to look at this data to make process improvements, and market towards those improvements. The airline also has noted that the moral within the employees has decreased over the years. Classic should look at the needs and wants of the employees in order to create process improvements to increase employee satisfaction. Increasing employee satisfaction can be the first flight Classic Airlines should take in order to create a customer friendly environment for the loyal and new Classic Airlines customers. End State and Company Goals In order to create a reachable goal, the organizational goals must be realistic, and the end state must be within the mission and vision of the company (Marketing Review, 2006). The goal of Classic Airlines is to increase customer loyalty, as well as gain an increase within the market share of customers. Classic Airline’s goal is to become the airline of choice for the existing customers, as well as create a new customer base. Creation of a successful customer loyalty and rewards program is also a goal within many of the organization. Creation of a successful loyalty program will help Classic Airlines to climb the ladder to become the leader within the airline market. Also, creation of a marketing program which emphasizes customer satisfaction that outlines the importance of Classic Airline’s customers will also help Classic...
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...Marketing Mix University of Phoenix MKT/421 MARKETING Introduction Marketing mix is important for every company to choose which direction to go. The four p’s of marketing mix are product, price, place, and promotion. An evaluation mix of the four elements allows the company to achieve the expectations between the targeted customers and the organizational buyers. Elements of Marketing mix: • Product – The products or services offered to your customer: Their physical attributes what they do, how they differ from your competitors and what benefits they provide. • Price – How you price your product or service so that your price remains competitive but allows you to make a good profit. • Place (Also referred to as Distribution) – Where your business sells its products or services and how it gets those products or services to your customers. • Promotion – The methods used to communicate the features and benefits of your products or services to your target customers (About.com). Product Product is anything that a company may produce or a service that occurs to fix a specific problem. Companies that produce multiple products have an advantage in gaining the trust of customers. With each product a company produces a marketing plan must be in place for that item to secure the trust. If one product does not work properly, the customers would not think the other products the company produces are trustworthy. There are different products made by separate...
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