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...DEFINE MARKETING 1 Define Marketing Larry Jean Baptiste University Of Phoenix Unit 1 Individual Project Course: MKT/421 Facilitator: Henry Weber May 13, 2013 DEFINE MARKETING 2 Define Marketing Marketing is the performance of activities that seek to accomplish and organization’s objectives by anticipating customers’ or clients’ needs and directing a flow of need-satisfying good and service form producer to customers or clients. (Perrault, Cannon, & McCarthy 2011) In my opinion Marketing is a way that organizations or corporations communicate to potential and current customers in reference to having products or services that they need or desire at an affordable price. Marketing is the process of technique of promoting, selling, and distributing a product or service. (Marketing (n.d.) http://www.merriam-webster.com/dictionary/marketing.) Marketing play a vital role in an organization’s success, because without a marketing plan on how to distribute , promote, and inform potential customer and current customers of products or services that the company provides, then failure of the company is inevitable. There are a lot of competitors out there, due to this fact an organization have to place big emphasis on marketing, because not only do the company have to get the information about eh products and services to the customers in order for them to make an informed decision to get the product or service. They also have to do it cost effectively...
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...Defining Marketing Paper MKT/421 February 6, 2014 Philip Heckman Defining Marketing Paper * The first thing that comes to mind when one hears the phrase "Marketing" is selling or advertising. But marketing is much more than just selling and advertising, its objective is to satisfy and identify the needs of consumers. Marketing, in fact, refers to any activity undertaken by a firm that has been designed to plan, price, promote and distribute ideas, goods and services to target markets (Perreault, Cannon, & McCarthy, 2011). In view of this broad concern of marketing, it can be seen that the concept of marketing summarizes many activities in a business. These marketing activities were executed in order to create an exchange and sales that will result in the achievement of the proprietors' individual goals and the firm's goals, both in the short-term and the long-term. It is then obvious that marketing forms an integral component of organizational strategies. * According to the American Marketing Association marketing is defined as: An organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders ("American Marketing Association", 2004). The Merriam Webster's definition of marketing is " (1) The act or process of buying and selling in a market. (2) The commercial functions involved in transferring goods...
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...[pic] John Sperling School of Business Course Design Guide MKT/421 Version 10 Marketing Copyright Copyright © 2009, 2008, 2005, 2004, 2003, 2001 by University of Phoenix. All rights reserved. University of Phoenix® is a registered trademark of Apollo Group, Inc. in the United States and/or other countries. Microsoft®, Windows®, and Windows NT® are registered trademarks of Microsoft Corporation in the United States and/or other countries. All other company and product names are trademarks or registered trademarks of their respective companies. Use of these marks is not intended to imply endorsement, sponsorship, or affiliation. Edited in accordance with University of Phoenix® editorial standards and practices. Course Syllabus |Course Prefix and Number: |MKT 421 | |Credits: |3 | |Course Title: |Basic Marketing | |Course Schedule: |March 10, 2010 – April 07, 2010 | |Course Location/Times/Newsgroup: ...
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...MKT 421 Week 1 Individual Assignment Favorite Brand Paper Write a 750- to 1,000-word paper in which you identify your favorite brand and explain why it is your favorite. In the paper you should do the following: • Identify a brand about which you are passionate. • Explain a minimum of three reasons why you are passionate about this brand. • Respond to the following questions: • Is the company successful in building loyal customer relationships across different groups? • Why or why not? • Identify at least two other competitors in the same industry, and explain why you prefer your selected brand over the competitors. Equity Bank Equity Bank, a Kenyan based financial services company is an organization that I am so passionate about in the banking industry. The bank was started in 1984 as Equity Building Society (EBS) and it used to provide finances for mortgage to most of its customers who fell in the low income earners bracket. The bank is led by a board of directors headed by the famous chairman; peter Munga and the group’s chief executive officer Dr. James Mwangi (Allen, 2013). I like this brand because of several reasons as outlined below 1. Leadership The bank is managed by an experienced board of directors who ensure that there is consistency in customer satisfaction and adequate innovation which results to efficiency. In November 2013, the company’s chairman Peter Munga was titled Chairman of the Year in the 4th edition of the...
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...Product, Pricing, and Channels MKT/421 August 24, 2015 Product, Pricing, and Channels The target group for Apple Music (Beats 1 radio) is any consumer that uses iTunes and is willing to purchase legal music ("Appadvice.com",2015). There has been a decline in music downloads and sales through iTunes, so this is Apple’s way to revamp a product they already have. Apple Music could be appealing to college students, teenagers, businesspersons, and families. These customers are always on the go and if music is something that is essential to their lifestyle this new Apple music will be very beneficial for them. Apple Music allows users to mix and match their playlist with streaming music from the Internet ("Imore.com",2015). So this means that the user can have an endless music supply at their fingertips. The App can find music that matches what the customer may already have on their device and create a custom music playlist for them. This feature creates a wide variety of music that the member may not have heard yet and can introduce them to a new artist. With a paid Apple Music subscription, members will have access to a variety of interactive features such as: unlimited skips, utilization of the "like" function, commenting abilities, play and save function, connect content function, access to entire Apple Music catalog, add songs to personal library function, listen to music offline, and have all music on device uploaded to iCloud ("Imore.com", 2015). After the three-month...
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...Positioning Analysis Part 1 Heather Hale, Tanya Smallwood, Jennifer Hicks, Erica Johnson, Sean Day MKT/421 May 23, 2016 Heather Teague Strategy and Positioning Analysis Part 1 Child care services are mainly used by working parents who are in need for someone to watch their child(ren) after school during the week. Child care could be better if that caregiver were able to pick up the child from school and take the child home. Now there is such a service. Introducing the Mommy Taxi, a service provided by Care.com, Mommy Taxi is there for those parents that are unable to pick up the child from school and take them to the nanny. Mommy Taxi is a trusted and verified service from the same people who brought you Care.com Overview of Organization Mommy Taxi is a service that is part of Care.com. Parents can use this service to have the caregiver pick up the child from school, daycare, etc. Full-time users are those parents who are working full-time and do not have a set person to pick up the child from school. Mommy Taxi is an add-on option to the already scheduled child care service. Being a part of Care.com, they already have a background check and a DMV check. The service will also come with a legal release that the parent can fill out, sign and email to the caregiver and the child's school to let them know that this caregiver is allowed to pick up the child. For the full-time users, who schedule a nanny five days a week for after school care,...
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...MATTHIAS HILD* The Google IPO initial public offerings (IPOs) since Netscape's public offering in 1995.' Bullish investors believed Google could set off a string of successful IPOs and put an end to a fouryear lull in technology offerings. 2 Executives at Google faced several questions in the following months, beginning with whether or not to sell shares to the public market.' If they made the decision to take the company public, what options did Google have for selling those shares? Was the traditional form of book-building through an investment bank necessarily the best course of action? As large investment banks were courting Google's potentially enormous business, management had to evaluate the different options available for a company ready to move forward. Ultimately, Google chose to sell its stock through W.R. Hambrecht + Co.'s OpenIPO, which was modeled on auction-based offering formats in France, Japan and elsewhere. In 2004, Hambrecht's track record of success was mixed at best and even today the future of this IPO format in the United States is far from certain. IN THE SPRING OF 2004, GOOGLE WAS ONE OF THE MOST TALKED-ABOUT I. HISTORY AND BUSINESS MODEL In 1995, Larry Page, 24, and Sergey Brin, 23, first met as Stanford University computer science graduate students.4 Their company Web site describes that first encounter as a clash of personalities that eventually led to their now-famous creative solution for retrieving relevant information from large sets of data...
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...Final Marketing Plan MKT/421 February 20, 2014 Robert Thompson Final Marketing Plan for Pepsi GO Tea The history of Pepsi-Cola dates back to 1902 when a young pharmacist named Caleb Bradham began experimenting with mixing a combination of juice, spices, and syrups to create a new and refreshing drink to satisfy his customers. In these efforts, he succeeded beyond all expectations inventing the beverage know today as Pepsi-Cola. Our goal is to be the leading producer of healthy products to include our new Go-Tea. Pepsi explored the market and will now launch a new tea for its customers. The Pepsi Go-Tea “will offer a healthier choice of tea containing low sodium, no fat, carbonation, or sugars which is a major concern for the consumer (Tea Fact Sheet, 2013).” Pepsi will make its first priority to appease to the taste of the consumer and to ensure a healthy drink is produced in the most environmentally safe containers. Team B will introduce a new tea, named “Pepsi GO Tea.” Although the Brisk product is a subsidiary of PepsiCo, the company is looking to launch a new product named Pepsi Go Tea. This new tea will be different because the oils that produce the flavor for the teas normally diminish over time. PepsiCo will use loose tea leaves opposed to rudimentary tea bags. The loose tea leaves enable room for the tea leaves to swell and expand with room to infuse their flavors. In contrast, tea bags do not render such an option based...
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...Week Five: In-N-Out Burger Final Marketing Plan MKT/421 March 20, 2013 Professor Learning Team Final Marketing Plan: Paper Resources: Marketing Plan: Phase I Paper, Marketing Plan: Phase II, Paper, Marketing Plan: Phase III Paper Refer to the Marketing Plan Outline listed on the student website for a broad general outline of a Marketing Plan. However, you must use the specific marketing plan Pegasus template as provided by your instructor for the Final Marketing Plan Paper. [See Kotler 14th ed., Chapter 2, pages 60 – 64] Write a 6,300 to 7,000 word paper integrating your previous Learning Team assignments into a final Marketing Plan Paper using the Pegasus Template provided by your instructor. In addition to the Marketing Plan Phases I through III mentioned above, address and include the following information in your paper: For the bullet points below, each team member, as assigned by the team leader, should write specifically about your product or service with the final marketing plan in mind - approximately 250 to 350 words per bullet/team member to be embodied in the final marketing plan paper using the Pegasus template. The team leader has ultimate authority for managing this effort. • Identify the appropriate place and promotional strategy that should be used in developing the strategic marketing plan. • Develop an initial sales promotion schedule. • Create an advertising plan. • Identify public relations opportunities for the product...
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...Sara Lee Equity Analysis and Valuation Valued at 1 April 1, 2007 Analysts: Todd L. Ehlers: todd.ehlers@ttu.edu Michael D. Estes: mikestes@sbcglobal.net Daniel W. Taylor: dtaylor1184@yahoo.com Joseph R. Torres: rhyno1112@sbcglobal.net Table of Contents Page Number Executive Summary……………………………………………………………………………………………… 2 Analysis Snapshot............................................................................................ 2 Company and Industry Overview…………………………………………………………………… 3 Accounting Analysis………………………………………………………………………………………. 3 Financial Ratio Analysis…………………………………………………………………………………. 4 Analysts Evaluations……………………………………………………………………………………… 4 Overview of Firm and Industry............................................................................... 5 Industry Overview and Analysis………………………………………………………………………….. 8 Rivalry Among Existing Firms………………………………………………………………………….8 Threat of New Entrants…………………………………………………………………………………. 15 Threat of Substitute Products………………………………………………………………………… 17 Bargaining Power of Buyers…………………………………………………………………………… 18 Bargaining Power of Suppliers……………………………………………………………………….. 20 Characterization of Industry……………………………………………………………………………20 Value Chain Analysis: Key Success Factors…………………………………………………………. 21 Competitive Advantage Analysis…………………………………………………………………………. 23 Cost Leadership……………………………………………………………………………………………. 24 Differentiation……………………………………………………………………………………………….27 Accounting Analysis………………………………………………………………………………………………...
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...Marketing Plan Tabitha Blount, John Greene, Nicole Noe, Marva Weeks and Tracey Ysordia MKT/421 September 30, 2013 Dr. Michael E. Ricco MBA, DBA Introduction In 1930, American Airways was first founded and had flights from their hub in Dallas to Boston, Chicago, New York and Los Angeles. American Airlines Inc., formerly known as American Airways, is a US airline owned by AMR Corporation. As one of the leading airlines in the United States, their available flight routes are both domestic and international. In February 2013, American Airlines and US Airways announced plans to merge, which would create the largest airline in the world. The combined airline is set to carry the American Airlines name and branding; the new publicly traded holding company will be named American Airlines Group Inc (American Airlines, Inc, 2008). With the merging of the airlines, American Airlines is looking to the future for continued profitability and to continue success with customer satisfaction. Description of New Service American Airlines, Inc. will introduce the AirPad and also the AirPad, Jr. The new product lines will be available on all flights. The rentals are free for Business Class travelers and those in coach will be charged a $15 or $10 if they reserve in advance. The AirPad product lines will have access to a large selection of movies, television shows, interactive and kid friendly games. They will also offer a variety of magazines and books that can be rented during the flight...
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...Marketing Plan Erik Wohler, Adnan Otovic, and Joshua Adamson MKT/421 – Marketing March 28, 2013 R. Scott Bluemel Marketing Plan: Phase I Overview of the Organization The entertainment industry is a vastly changing business, although the ideology has stayed the same throughout history. Since the earliest documented cases started appearing, stories and music were used to overcome and surpass dark times in cultures throughout the world. In more recent historical examples, during the great depression, the largest break through for the entertainment industry began to show by way of movies, musicals, radio and early television. Movies really began to dawn as a way to escape the realities of everyday life and live vicariously in a world of wonder and enchantment, or love and drama, for those who had more serious worries in the real world. With the progression of technology, movies have become a literal escape, with millions of followers across the globe. The movie industry has made such dramatic leaps in technology that the demand for movies and theaters has grown largely over the past 20 years. At Regal Cinemas, being one of the largest franchises across the globe, business has been remarkable. “Regal Entertainment Group (NYSE: RGC) operates the largest and most geographically diverse theatre circuit in the United States, consisting of 6,862 screens in 538 theatres in 38 states and the District of Columbia as of February 21, 2013, with over 211 million attendees for the...
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...Marketing Plan Allen, Seth; Bell, Rashonda; Crotty, Chad; Mitcham, Paulina University of Phoenix CERTIFICATE OF ORIGINALITY: I certify that the attached paper, which was produced for the class identified above, is my original work and has not previously been submitted by me or by anyone else for any class. I further declare that I have cited all sources from which I used language, ideas and information, whether quoted verbatim or paraphrased, and that any and all assistance of any kind, which I received while producing this paper, has been acknowledged in the References section. This paper includes no trademarked material, logos, or images from the Internet, which I do not have written permission to include. I further agree that my name typed on the line below is intended to have, and shall have the same validity as my handwritten signature. Student's signature (name typed here is equivalent to a signature) Paulina Mitcham; Rashonda Bell; Chad Crotty; Seth Allen Marketing Plan The research department for Meineke found that by adding a car wash to their service center the company will increase revenue, grow their customer base, and provide satisfactory customer service. The stakeholders decided to initiate a trial phase of this service by adding a car wash to one of the larger locations to see how the new service goes with customers before adding it to several locations. Through the course of a year, the location is observed closely to ensure that all entities...
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...NBER WORKING PAPER SERIES FINANCIAL RISK MEASUREMENT FOR FINANCIAL RISK MANAGEMENT Torben G. Andersen Tim Bollerslev Peter F. Christoffersen Francis X. Diebold Working Paper 18084 http://www.nber.org/papers/w18084 NATIONAL BUREAU OF ECONOMIC RESEARCH 1050 Massachusetts Avenue Cambridge, MA 02138 May 2012 Forthcoming in Handbook of the Economics of Finance, Volume 2, North Holland, an imprint of Elsevier. For helpful comments we thank Hal Cole and Dongho Song. For research support, Andersen, Bollerslev and Diebold thank the National Science Foundation (U.S.), and Christoffersen thanks the Social Sciences and Humanities Research Council (Canada). We appreciate support from CREATES funded by the Danish National Science Foundation. The views expressed herein are those of the authors and do not necessarily reflect the views of the National Bureau of Economic Research. NBER working papers are circulated for discussion and comment purposes. They have not been peerreviewed or been subject to the review by the NBER Board of Directors that accompanies official NBER publications. © 2012 by Torben G. Andersen, Tim Bollerslev, Peter F. Christoffersen, and Francis X. Diebold. All rights reserved. Short sections of text, not to exceed two paragraphs, may be quoted without explicit permission provided that full credit, including © notice, is given to the source. Financial Risk Measurement for Financial Risk Management Torben G. Andersen, Tim Bollerslev, Peter F. Christoffersen, and...
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