...more and nearly 10 percent earn $100,000 or more” (Hawkins). African Americans are segmented as market leaders or market followers. Within those are generational differences which pose challenges when it comes to marketing because they don’t follow the stereotypical images that they have been subjected to. Many are “driving growth in income and purchase power through education and professional achievement. African Americans represent $799 billion in buying power, which is expected to grow by some 34 percent through 2011” (Hawkins). This fact gives lenders and real estate agents opportunity to implement specific marketing tactics. Internet usage among African Americans is on the rise, allowing marketers to leverage online-based advertising for example. Hispanics represent another major ethnic subculture and have diverse nationalities including people of Cuban, Mexican, Puerto Rican, South/Central America or any other Spanish ethnicity. “The Hispanic market is now the largest and fastest-growing ethnic subculture in the United States” (Hawkins). Hispanics are sensitive to nationality-based differences which can pose as a marketing challenge. Differences in language, acculturation and generational influences need to be considered when implementing a marketing campaign. As with African Americans, there are generational differences...
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...Running head: THE ROLE OF PROMOTION IN MARKETING DECISIONS The Role of Promotion in Marketing Decisions TUI University Module 3: Case Study #3 MKT501: Strategic Marketing February 08, 2012 The Role of Promotion in Marketing Decisions This Company’s Targeting and Marketing Strategy Success Part of what made this company’s targeting and marketing strategy a success comes down to what I reviewed in our reading from KnowThis.com. This article discusses that you need to know the members of your target market. In this case, as Medina (2011) covered in her article, the management staff of the casino looked around and discovered they had a large Hispanic population. This as it turned out was a shock considering that prior research suggested the Hispanic population typically don’t gamble. Since the casino already had a considerable Hispanic clientele, as KnowThis.com suggests, the casino can exploit this information to target their current customers and recruit previous and even potential customers. Another way to do this according to KnowThis.com is to use influencers on the target. The casino invested in signs in Spanish, Spanish speaking blackjack dealers, announcements in Spanish and probably one of the biggest influencers, Spanish entertainers. In Medina’s (2011) article she tells us how the casino sold out all the rooms in the hotel and had a full audience in attendance during these shows, numbers any casino in Las Vegas would kill for. The entertainers also...
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...Assignment 4 Original IMC Plan Integrated Marketing Communication (MBA 570) Zaved Mannan D-6 Tower Bhaban, Fuller Road Dhaka University Campus Dhaka 1000 Bangladesh Student ID: 11320053 Date: 12.10.2011 Charles Sturt University Australia Executive Summery Coffee World is Swiss based global premium coffee chain and like to expand its business in Spain. Marketers have prepared an original IMC plan based on zero-based planning model. Target markets are mainly tourists (40%), professional (30%), students (20%) and others (10%). This report has analyzed critically Company’s strengths, weaknesses, opportunities and threats in Spain market. Communication objectives can be based on think-feel-do model. Coffee World’s behavioral communication is to offer best product and service to the customer. Marketers will use various MC tools to crack the Spanish market. Campaign message will be “Where The World Meets!” Marketers will use ‘demonstration’ and ‘humor’ strategy to run IMC plan. A detailed IMC plan for Coffee World is discussed in this report. The report will evaluate the effectiveness of proposed IMC plan. Table of Contents Introduction 4 Zero Based Planning 4 Identify Target Market 5 SWOT Analysis 6 Marketing Communication Objectives 8 Developing Strategies & Tactics 10 Integrated Marketing Communication 12 Evaluation Effectiveness 15 Conclusion 15 Appendix 16 References ...
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...on Hispanic Market 1) What made this company's targeting and other marketing strategies successful? The market for casino has become highly competitive as more and more companies are entering into the industry. As discussed in the case, the success of the strategy was due to various steps taken by the company to lure the new target segment comprising of new as well as old Latino customers. Companies have been improving their marketing strategies and offering value addition to its customers in order to retain them and to attract new customers such as using Spanish speaking dealers. The company has worked upon the strategy to penetrate the new target market i.e. Hispanic market comprises of people from various culture, language and taste. This market is very complex and it's very difficult to satisfy the group of people belongs to different culture, taste and attitude. It takes a company to make significant effort to make match the expectation of this group. They created and aggressively implemented a strong marketing strategy to cater the Latino market of south California. They took various steps to lure the customers such as they introduced blackjack games with bilingual dealers and rules printed in Spanish on the tables to penetrate the Latino market. They also began a series of concerts featuring popular Spanish-speaking musicians, which fill the arena to capacity nearly every time. Besides Spanish speaking table they were also have slots of the game of the choice. Customers...
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...SAVONIA UNIVERSITY OF APPLIED SCIENCES Savonia Business Marketing Plan in Spain of Black Light Discipline Heikki Karvonen Zhao Yunke Gogunskaya Valeriiya Xie Yuanyuan International Business Administration May 2011 CONTENTS 1 INTRODUCTION 5 2 TITLE 6 2.2 Subtitle 6 2.2.1 Subtitle 6 3 DISCUSSION 6 3.2 Subtitle 6 3.2.1 Subtitle 6 4 CONCLUSION 7 4.2 Subtitle 7 4.2.1 Subtitle 7 REFERENCES OR BIBLIOGRAPHY (examples) 8 5 APPENDIX 1 Title of Appendix 1 9 6 APPENDIX 2 Title of Appendix 2 10 INTRODUCTION With the development of globalization, our company decides to expand our target market to Spain. To make sure we have enough background knowledge about Spain, our company has done some marketing research, such as questionnaire, telephone interview and face-to-face interview before we dealing with the detailed marketing plan. In this marketing plan, we will present the result of our marketing research, and the analysis of marketing mix. The SWOT analysis is also an essential part of this plan. The insights of strengths, weaknesses, opportunities, and threats offer our company a good foundation before implementing the marketing plan. Below is some background information of Black Light Discipline band: Black Light Discipline is a Finnish band founded in 2005 on the idea to make captivating, synth-based grooves with a mix of metal and electro genres...
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... Illustration 1 : Wrights of Howth Logo Illustration 1 : The Wrights of Howth…………………………………….....1 Illustration 2 : PESTEL……………..……………………………………......4 Illustration 3 : Marketing Mix.…….………..………………….…….............7 II Table of Content 1. Introduction……………………………………………………………………………….............1 1.1 Purpose of the document……………………………………………………………...1 2. Market Selection.................................................................................................................2 2.1 The European Salmon Market..............................................................................2 2.1.1 Germany……………………………………………………………………...2 2.1.2 France………………………………………………………………………...2 2.1.3 Spain …………………………………………………...….………………....2 2.1.4 Conclusion…………………………………………………………………....3 3. Identification of international marketing issues faced by the firm……………………….......4 3.1 PESTEL………………………………………………………………………………….4 3.1.1 Political…………………….......................................................................5 3.1.2 Economi……………………………………………………………………….5 3.1.3 Social…...................................................................................................5 3.1.4 Legal………………………………….........................................................5 3.1.5 Conclusion…………………………………………………………………….6 4. International Marketing Mix……………………………………………………………………....7 4.1 Product...................................................................................................................7 4.2 Price…………………...
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...Marieshka Barton Wines of Spain Prof. Newton June 15, 2015 Spanish Wine Marketing and Sales Sonoma State University’s Wines of Spain 2015 summer class introduced students to Northern Spain’s prestigious Penedès, Priorat, and Rioja wine regions. Production and marketing professionals from eight wineries hosted our student group and provided facility tours and insights on production, marketing, and exporting. This paper focuses on Northern Spain’s wine industry’s legal regulations, tourism, stewardship, communications, and exports through the lens of wine business marketing. The paper concludes with marketing recommendations relevant to new world (USA, Canada, and Australia) markets. History First, a brief introduction to Spain’s wine history is provided to differentiate Spain from its global competitors and set the context for further analysis. As an “old world” wine culture, Spain has a rich wine history beginning with Phoenician tribes and industrious Romans. Unfortunately, Spain’s nascent wine industry was disrupted due to Islamic rule followed by civil and global wars. In the late 1800’s, French winemakers revolutionized Spain’s weak wine industry. France’s Phylloxera tragedy brought an exodus of French winemakers over the Pyrenees seeking work. By the time Phylloxera reached Spain, viticulturists where already grafting native vines onto American...
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...frequently encountered in America due to the ‘melting pot’ nature, continual immigration into the United States, and various religious and ethnic viewpoints experienced in modern day society. A collision of all these subcultures in America has led to difficult marketing approaches to address both the core values and norms of the American culture and unique market behaviors, values, and norms that may be specific to other subcultures. In the case study, “Tapping the Ethnic Housing Market,” Fannie Mae evaluated ethnic groups to determine the different perceptions associated with the home-buying process (e.g. reason to purchase a home, knowledge about the overall purchasing process, and confidence in the process). The case study will discuss the opportunities and challenges facing housing lenders and real estate agents today based in the perceptions of each ethnic group. Analysis “Ethnic subcultures are those whose members’ unique shared behaviors are based on a common racial, language, or national background,” (Hawkins & Mothersbaugh, 2010, page 158). The Fannie Mae case study analyzes the different perceptions of the home-buying process among the general American population, African Americans, English Hispanics, and Spanish Hispanics. When considering the first factor, home-buying reasons, a small amount of every population saw ‘Safe Investment with Potential’ as the key reason to purchase a home. The top reasons to purchase a home were identified as ‘Renting is Bad’ (general population)...
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...Final Project: Marketing Plan University of Phoenix MKT 230 Jose A Torres Sunday, August 19, 2012 In my marketing plan, I will combine a few different services but concentrate on two to three services but the concept of the company being promoted is a different kind of customer Service Company. The company would offer photo/video services, paralegal services for attorneys, notarizing signing agents, consumer bankruptcy petition preparation, and a joint venture with bankruptcy attorney Sean Fleming to provide a complete debt elimination credit-rebuilding program. That is why I am calling the company "The Torres Networking Group" or TNG, LLC because it will be more of a consulting company with these services. This is a real world example; it is a company that I am launching, and by the beginning of 2013 when I receive my small business, funding the company should have a fully functional interactive website and a retail location in Elgin, Illinois (Welcome to the Illinois Hispanic Chamber of Commerce, 2011). My marketing plan is not just a project and an exercise it is a personal dream of mine that I have wanted to realize since 2006. Based on the research I have performed and the analysis I have decided to provide these services in the first marketplace such as Kane County in Elgin, Illinois. This would be a retail location with a photo and video studio included for consumers. At this location, we would offer services...
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...Marketing to Hispanics Although average Hispanic household income is relatively low, the purchase power of the Hispanic market is estimated at $798 billion and is expected to grow by 50 percent through 2011.50 In addition, Hispanic consumers tend to be highly brand loyal, particularly to mar- keters who they feel are working to adapt their products and services to meet their distinc- tive needs. Price is important, but so too is the availability of high-quality national brands. Hispanics tend to be less receptive than the general market to store brands.51 Marketers are responding with adaptations to various aspects of their marketing mix. Communications As we saw earlier, Hispanics often speak Spanish and often prefer Spanish-language media. Therefore, although it is possible to reach part of this market using mass media, serious attempts to target Hispanics will often involve Spanish-language media as well. Univision, Telefutura, and Telemundo are the top three Spanish-language TV networks in the United States. Spanish-language radio is widespread, with both local and network stations. And there are numerous Spanish-language magazines, including Spanish versions of Cosmopolitan, Sports Illustrated, Maxim, Men’s Health, People, and Read- er’s Digest. Latina targets younger, affluent Hispanic women, and Latina Style targets more mature but contemporary Hispanic women. There are also many Spanish-language newspapers. With respect to communication and media, it is important...
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...Marketing Research and Promotional Message PSY/322 January 27, 2014 Marketing Research and Promotional Message This paper will focus on the consumer needs, perceptions, attitudes and expectations of the teenage market regarding marketing communication messages. Marketing interactions are important when marketing to teenagers and discovering the best form of marketing interaction to best cater to the teenage market will be discussed. Social interaction is an important factor in the marketing process as well as online processes or face to face communication, each provide informative feedback and we will determine which marketing process will be best for the teenage market. This Marketing Research and Promotional message paper will discuss the market of both English predominant teenagers and bilingual (both English and Spanish) predominant teenagers. Marketing is now more creative and influencing, marketers are now aiming their marketing strategies towards the teenager consumer. There are many issues and concerns that come into factor when marketing to the teenage consumer, for example some of the different issues and concerns are: * What are the buying habits and interest of teenagers and what the different buying habits and interest are amongst different teenager groups? * How to cater to both English and Spanish teens and how these products will be available on demand without any issues to the target consumer, this includes all electronics such as cell...
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...The success of Innocent’s marketing techniques Introduction This assignment is about the Innocent company, its brand portfolio and the potential entry into the Spanish market. In the first part I give information about the company itself including its history, its current operations, markets and distribution channels. In the third section I conduct a macro environmental analysis and a more market-specific analysis by the 12C - framework as well as the Porters Five Forces – model. The fourth section comprises an assessment of the principal challenges that the Spanish market represents to the company in selling its products. The last part involves a personal evaluation of relevant entry modes for the company into the Spanish market. The Innocent company History and Facts The 'Innocent' company is originally a manufacturer and distributor of smoothies. It was founded in 1999 by Richard Reed, Adam Balon and Jon Wright (Datamonitor, 2009). Their business of selling fruit drinks without adding sugar or concentrates growth rapidly. Starting with a turnover of £0.2 millions in 1999 they could record revenue of £114 millions in 2007 with a 71 % value share of the UK smoothie market. This success is lead back to the constant expansion of new product lines and markets. Innocent developed the new brand 'This water' and launched it in 2007. To extend its product range the company initiate 'Orange juice' and 'Vegetable pots' in 2008. Starting from offering their products within...
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...Table of Contents 1.0 Executive Summary 2 2.0 Situational Analysis 2 2.1 Spanish Business and Environment Analysis 2 2.1.1 Political-Legal Analysis 2 2.1.2 Business Etiquette Analysis 3 2.1.3 Economic Analysis 3 2.1.4 Socia-Cultural Analysis 4 2.2 Hofstede’s Typology Analysis 4 2.2.1 Power Distance 4 2.2.2 Individualism 4 2.2.3 Masculinity 5 2.2.4 Uncertainty Avoidance 5 2.3 Market Analysis 5 2.3.1 Market Demographics 5 2.3.2 Main Segments 6 2.3.3 Market Needs 7 2.3.4 Market Trends 8 2.3.5. Market Growth 8 2.4 SWOT Analysis 9 2.4.1. Strengths 9 2.4.2. Weaknesses 10 2.4.3. Opportunities 10 2.4.4. Threats 10 2.5 Competition and Buying Patterns 10 2.6 Product Offering 11 2.7 Keys to Success 11 2.8 Critical Issues 11 3.0 Marketing Stragegy 12 3.1 Mission 12 3.2 Marketing Objectives 12 3.3 Financial Objectives 12 3.4 Target Markets 12 3.5 Positioning 12 3.6 Marketing Mix 13 4.0 Financials 14 4.1 Break Even Analysis 14 4.2 Sales Forecast 14 5.0 Controls 14 5.1 Implementation 14 5.2 Contingency Planning 15 1.0 Executive Summary Tiffany & Company was established in 1837 as a quality jeweler. They use only the highest quality of resources, such as their trademark platinum, to handcraft classic everyday pieces as well as trendy special occasion pieces. While Tiffany & Company is a high end jewelry retailer, there is something for everyone...
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...Big Blunders from Big Business Mistakes in Multinational Marketing (Irwin series in marketing) By David A. Ricks: http://aib.msu.edu/fellow.asp?FellowID=46 International marketing can be a tricky business. With the increase in global trade, international companies cannot afford to make costly advertising mistakes if they want to be competitive and profitable. Understanding the language and culture of target markets in foreign countries is one of the keys to successful international marketing. Too many companies, however, have jumped into foreign markets with embarrassing results. Out of their blunders, a whole new industry of translation services has emerged. Faulty translations The value of understanding the language of a country cannot he overestimated. Translation mistakes are at the heart of many blunders in international advertising. Since a language is more than the sum of its words, a literal, word-by-word dictionary translation seldom works. The following examples prove this point. Otis Engineering Company once displayed a poster at a trade show in Moscow that turned heads. Due to a poor translation of its message, the sign boasted that the firm’s equipment was great for improving a person’s sex life. The Parker Pen Company suffered an embarrassing moment when it realized that a faulty translation of one of its ads into Spanish resulted in a promise to “help prevent unwanted pregnancies”. Automobile manufacturers in the United States have...
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...Que Pasa in the Ad Agency Brooke Rodwancy Terra State Community College 1. You’re assistant director of marketing for a maker of upscale furniture, and your company is preparing to enter new markets in California and the Southwest, Entering new markets, especially one of this size, is expensive, and your boss has decided to forgo Spanish-language advertising as a part of the firm’s market-entry strategy. You’re inclined to disagree. What might you say to your boss to change her mind? I did a bit of research on the effectiveness of general marketing campaigns on Hispanic Americans; I would use hard data to allot advertising resources to a Spanish-language campaign. According to global media information measurement firm, Nielsen, Hispanic television audiences mostly lean toward Spanish-language programing – regardless of their proficiency in English- language. 2. You’re a top manager in a large factory whose workforce is approximately 40% Hispanic. Business is down because of the recession, and you’ve learned that there’s a rumor about layoffs circulating in the grapevine. In particular, a lot of Hispanic-speaking employees seem to think that they’ll be laid off first. How should you deal with the rumor? In a situation like this, I would first like to set aside a meeting with the factory managers. I would inform them that the factory is going through a recession, as they already know. So, the only way to push through this time would be have some of the employees...
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