...You are the newly minted Chief Marketing Officer (CMO) for Casco, a onetime Silicon Valley "High flyer". Casco's products historical have been sold to IT departments. However, as this market has matured, Casco's growth has slowed and its stock price has sagged. In a back room, Casco's management discovers a team working on a new class of set-top box that can serve as a wireless base station as well as enable Internet and television to be shown at the same time on the same topics. Management sees this product as changing the way consumers interact with multimedia. The company's board has backed this as the company's new direction. Your job as the Casco's new CMO is to prepare a plan for the board of directors explaining the areas where the marketing mix will need to change to move from a corporate technology business to a consumer technology business. What are the strategic issues and risks of making this change? Please use at least three different sources in your discussion of marketing mix changes requirements. What are the changes to the marketing mix (product, place, price, and promotion) that you believe are necessary and their importance to the company's new business strategy. Please be concrete in the changes that you determine are necessary. Please do not say the product will change. Instead say, for example, that warranties are important to consumers so they will need to create a warranty policy. One last thing please do not focus time on creating additional details...
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...MKT 571 WEEK 3 A+ Graded Tutorial Available At: http://hwsoloutions.com/?product=mkt-571-week-3 Visit Our website: http://hwsoloutions.com/ Product Description MKT 571 Week 3, Introduction Burger King is an international chain of burger fast food restaurants, established in 1953, with its headquarters located in Miami, Florida, United States. Burger King’s is a segmentation of an industry that serves burgers globally. The company has over 12,000 franchises in over 75 countries. The majority percent of the restaurants are privately owned and operated. Globally, the organization has an estimated 40 subsidiaries; these subsidiaries oversee the operations of the franchise and its financial obligations. The company’s brand manages and owns trademarks, domain names and copyrights. In addition, these subsidiaries offer marketing services to their parent company. Because of a new restructuring plan, Burger King has decided to re-franchise its locations that are corporate owned to private owners. This will enable the firm to have a one hundred percent franchised operation before the end of 2013. This initiative, which was initiated in 2012, divested the company’s corporate locations in various locations including Canada, Spain, Florida and Germany. This strategy provided the company a profit of sixty eight million US dollars by the end of the third quarter of 2013 (Taylor, Kate, 2013). As a franchise for burgers, Burger King’s items include the famous Whopper, the company’s...
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...Classic Airlines and Marketing Marketing methods are vital ideas in business; it will decide if a business is lucrative. Marketing is described as a sequence of actions for management to identify, expect, and achieve a customer’s terms to profit from a product (Luostarinen, Welch, 2011 ). Classic Airlines is the world’s fifth largest airline, but the current cost-effective situation has changed profits, particularly the airline’s customer rewards series. Of all the parts where Classic Airlines’ deals have experienced, the usual flier program has encountered a 19% cut in members and a 21% reduction in flights per lasting member. To make certain the airline maintains to be cost-effective, the Classic Rewards plan must recover. Classic Airlines faces marketing tests that consist of changing technology, customization, and customer empowerment. Besides marketing challenges, the recent corporate culture at Classic Airlines pressures the success of the business’s policies to restore earnings while making budget cuts. Marketing challenges The largest barriers to Classic Airlines continued accomplishment are increasing costs and fading customer confidence. To recuperate, Classic Airlines needs to advertise its consumer rewards program, Classic Rewards. Three major marketing challenges exist that add to the problem and stand among the airline and increased earnings: changing technology, customization, and customer empowerment. The digital uprising caused by quickly changing...
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...Classic Airlines Marketing Concepts [student] MKT/571 February 11, 2013 [instructor] Classic Airlines Marketing Concepts The marketing team for Classic Airlines is facing the task of renewing the appeal of an aging airline struggling to maintain financial viability in the face of legacy costs and a decreasing base of loyal customers. They are facing an ideological division between the CEO and CFO believing too much in numbers, and the CMO maintaining that customers determine value in ways other than price (University of Phoenix, 2008, pp. 3-4, 9). The challenge for the marketing team is getting the company to embrace that they must, as Jack Welch said, “change or die” (Kotler & Keller, 2006, p. 4). Focusing on things like a 15% cost reduction target and hedging fuel prices have led to a 20% reduction in loyalty program membership, a 10% decrease in share prices, and a looming situation with union obligations (University of Phoenix, 2008, pp. 1-2, 4, 8). Marketing Concepts To improve the outlook for Classic Airlines the marketing team knows that they will have to use some basic marketing concepts to put themselves back on the map. They plan on using their existing CRM system as a means to gather data on existing customers, conducting a thorough analysis of their current competition, and using their “fundamentally solid and robust system that's globally accessible” to form new strategic alliances (University of Phoenix, 2008, pp. 5-6, 9)...
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...Share of shelf d) Trial rate 3. Creative strategies refer to the ________. a) amount of creative content in a communications message b) degree of innovation involved in the marketing of a product c) way marketers translate their messages into a specific communication d) novelty of a marketing communication 4. Top Gear is an award-winning British television series about motor vehicles, mainly cars. The show is presented by hosts who test drive new cars and provide reviews on the cars' performance, prices, and other factors. Which of the following personal communications channels is Top Gear closest to in description? a) Formal channel b) Sponsored channel c) Social channel d) Expert channel Find the final exam answers here MKT 571 Final Exam (Newest) 5. Mark feels that Shell delivers on its promises to supply the best gasoline possible to the public. His experiences with Shell have always been good, resulting in positive brand contact. Mark is most likely experiencing brand ________. a) parity b) alliance c) bonding d) essence 6. Robert is the owner of an automobile manufacturing company. He calls for a board meeting and tells his directors that he wants to build a car that lets drivers experience power and exhilaration. He tells them that the car must allow users to soar from 0 to 60 mph in about 4 seconds. He also says the price of the car must be affordable enough for anybody making a good salary. In accordance with the given scenario, Robert is trying...
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...Segmentation and Target Market Paper MKT 571 November 20, 2011 Introduction A market segment consists of a group of customers who share a similar set of needs and wants. The major segmentation variables by different sets of characteristics such as geographic, demographic, psychographic, and behavioral. (Kotler and Keller, 2012) Using this market-based strategy assist marketers to study the behavior of shoppers by categorizing markets. It also provide marketers a better vision to satisfy the needs and wants of customers and to gain more of their business. In this paper, I plan to discuss the market segments and target market of the small box discount retailer Dollar General, a retailer of name brand and private label products. Company Background J.L Turner and Sons Wholesale opened up their first store in 1939. Located in Scottsville, Kentucky, J. L. Turner and his son Cal Turner Sr. invested $5,000 each to begin a new partnership in dry goods as wholesalers selling to retailers. In 1945, the partners used a taunting strategy to gain business of farmers that landed success in the retail business. The luring strategy he used offered farmers from the tobacco field a free left-hand glove when they cashed their check, and offered the other glove if the farmers came to their stores. This unique strategy attracts the business of the farmers for additional items needed directly on pay day. After...
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...Atkins Diet Marketing Plan Part II MKT / 571 June 11, 2015 Atkins Diet Marketing Plan Part II Atkins is one of the leading branded retailers and wholesalers of weight management products. The company offers a wide variety of nutrition bars, shakes, snacks and frozen meals for those on a low carb diet plan. . The Atkins Advantage RTD Shakes are canned drinks that are low in calories but full of carbohydrates. As mentioned in part I’s marketing plan, protein shakes were previously advertised to body builders and serious athletes. Today the protein shake sector is booming with waves of protein drinks marketed to ordinary people. It is estimated that the protein shake market will grow to 8 billion by 2017 (Westman, 2002). As this market continues to transform, it is important for the company to be cognizant of profile growth within the market and brand. Target Market Profiles Atkins Protein shakes in Arizona are targeted at men and women in their mid. 30-40s. They are successful business owners who are athletic and love outdoor sports. They own their own fitness studios or gyms and are always promoting a healthier lifestyle. In Arizona, there are a lot of outdoor activities, so they hike and explore the state on their free time. This gives them the perfect opportunity to drink our protein shakes as they are always on the run. Their business help promote shakes to their own customers. Atkins Protein Shake buyers look for nutritional value in the items they buy and...
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...New Product Launch Marketing Plan, Part I Bondeana Johnson, Teresa Penrose, Christopher Hetelle, Amber Turner, Charlene Snowden, Timothy Nahrwold Team A University of Phoenix MKT 571 Professor Kraus November 25, 2013 New Product Launch Marketing Plan, Part I Market Needs The market need for a new redesigned sneaker is very high in China and India, and in select markets of the United States. Consumers are interested in new ergonomically designed sneakers that support workouts instead of the average multi- purpose workout sneaker. Launching a new sneaker will make it convenient for consumers to derive the benefits of ergonomically supportive workouts that allow a more comfortable fit and lead to superior body support. Careful consideration of demographic factors reveals that young people will be the highest level of consumers of the new product. The rising level of health consciousness is forcing many manufacturers, including the standard sneaker manufacturers to offer more enhanced and functional products to consumers. Purchasing sneakers for use in gyms is increasing in India and China because of consumer awareness relating to the benefits of working out. Additionally, the product choices that consumers make in the United States are highly influenced by weight management programs and gym workouts. In the United States, the new sneaker subsector in select city environments would outperform the standard gym sneaker. Many consumers are seeking better value...
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...MKT 571 Week 1 - 5 Quiz Latest MKT 571 Week 1 Quiz IF You Want To Purchase A+ Work Then Click The Link Below , Instant Download http://www.hwspeed.com/MKT-571-Week-1-5-Quiz-Latest-12300909.htm?categoryId=-1 If You Face Any Problem E- Mail Us At JOHNMATE1122@Gmail.Com 1. Costco is able to keep its inventory expenditure relatively low through its management technology and cutting-edge point-of-sale inventory management technology. As a result, Costco is able to pass these savings on to consumers in the form of low prices. This strategy is best described as 2. In the U.S., consumer expenditures on homes and other large purchases tend to slow down during a recession because 3. The Soccer World Cup is promoted aggressively to both companies and fans. This is an example of marketing a(n) 4. One of the most critical steps in the defining process of market research is 5. Which of the following industries is most likely to use database marketing? 6. Which of the following statements demonstrates behavioral loyalty towards a brand? 7. Which strategy does this exemplify? Kayak and Orbitz provide their customers with a variety of travel options including flight reservations, vacation packages, flight and hotel options with or without car rentals, and cruise offerings 8. Which of the following is correct about marketing management? 9. Which market do customers who have purchased and are driving Audi automobiles represent? 10. ...
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...Favorite TV Ad: Dos Equis MKT/571 September 15, 2014 Karlene Swalley Favorite TV Ad: Dos Equis Rarely does a marketing campaign inspire consumers to try and become the character portrayed on a commercial. Dos Equis has created a character where the target market believes they could become this character. Learning Team C will discuss the effectiveness of this message and the creative strategies in delivering on this objective. Marketing Objective & Strategy Dos Equis has a targeted market of primarily 21-to-34 year old males who consider themselves trend leaders and a cut above mainstream frat boys (Brand Channel, 2014). The targeted market is geared towards males who lead energetic social lives and active lifestyles (Brand Channel, 2014). In researching the profile of Dos Equis’ target market, “These consumers have very active lifestyles, energetic social lives, they’re out and about a lot with their friends and women and they like to collect stories and experiences as part of their social currency” (Alexzander, Renee 2013). The objective for Dos Equis was to grasp the attention of that age group, and they have successfully done that by jumping from #11 in import beers to #8 in one year. Their message is very clear and unique among the other imported beer manufacturers. Loyalty and Branding “The Most Interesting Man in the World” was introduced to the target audience as a face to match the same bold and unique taste of...
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...In 1998, Kathy Kudler founded Kudler Fine Foods. For a large defense contractor, Kathy was playing the role of the vice- president of marketing. In order to increase corporate pressure and globalization, Kathy found the other advantages and she felt that there was an opportunity for her to open a food shop in La Jolla. Within the first nine months of the store, it was on the peak of success and the sale ratio of the store was very high. The first year was profitable for the company. Now the company is going to plan to introduce its new product in the domestic as well as international market. The domestic market is Greece, and International market is Santiago in Chile. The new product introduced by Kudler Fine and Food in Greece and Santiago, Chile is Gourmet Olives. This product is used to make variety of oils, jams, chocolates, etc. The Kudler wants to serve best to its customer and the Gourmet Olives introduced by the company are one of its best product. Gourmet olive is used to make a variety of products such as jams, chocolates, oils, wines, etc. It is beneficial for the health of the consumers and help to control the blood pressure, sugar regulation, market immune system stronger, keeps body young, keep heart healthy and prevent strokes, etc. (Gourmet Olive oil is healthier than other vegetable oils, 2009). It should be considered that how the product is being placed in the market. If the company opens some discount stores it should keep the prices low....
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...Product Launch Plan * Product description * The product that is being offered is called the Eco-Jacket. The North Face realizes that the most adventurous and tech savvy traveler will need a way to feel safe and free while traveling to the worlds coldest destinations. The Eco-Jacket is a jacket made with a durable Gore-Tex fabric that will keep the traveler warm and cozy. The jacket has a Tri-climate insulation made exclusively for The North Face. The benefits that set this Eco-Jacket apart from the others is the solar insulation and built in charging system for any smart phone or tablet. The solar insulation will keep the body temperature up while the weather cools down. The sun rays in the day will charge the Eco-Jacket so it will stay warm and cozy all through the night. The solar panels are lightweight so the customer won’t even know they are wearing it. The inner lining is equipped with charging ports that are connected to the solar panels so the traveler will always have a fully charged smart phone or tablet. * The North Face has been the brand well known for its durable winter clothing. Our designs are authentic, innovative and tested in extreme conditions. We at The North Face have teams of developers, designers, product managers, and athletes that test and fabricate every piece of clothing before it goes on the market. (Face, 2013) The Eco-Jacket will be put through rigorous test to ensure the durability and reliability of the new solar technology before...
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...Classic Airlines Problem-Solving Process Barbara Terry MKT/571 – Marketing April 10, 2012 Clifford M. Lavin MSIM University of Phoenix Classic Airlines Problem-Solving Process Classic Airlines, one of the largest airline carriers in the world, servicing 240 cities, and more than 2,300 flights every day is in the service industry (UOPX Classic Airlines scenario, 2012). Classic Airlines is making a profit; however, its share prices have decreased 10% in the past year alone, and its customer base is also on the decline. This year the company had a net income of 10 million, whereas the previous year they had a net income of $71 million (UOPX Classic Airlines scenario, 2012). There are numerous internal and external factors contributing to Classic Airline’s current predicament. Decreasing stock prices, rising fuel costs, and declining consumer confidence are a few of the challenges the airline is facing. Additionally, internal disagreement among upper management is causing a direct problem to the Marketing team. Air travel around the globe is steadily increasing, and many people fly because it is necessary, however; minimal research has been conducted on how stress is related to people who fly frequently (Mawhinney, 2007). Classic Airlines management must take proactive measures, and conduct some in-depth research to determine the root cause of the current dilemmas. The purpose of this...
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...Applying the Learning Curve theory Beliard, Jean University of Phoenix OPS 571 – Operations Management September 20, 2010 Dr. Alavaro Carreras, Jr. Mario’s Pizza Simulation The learning curve is a very useful tool organization can use to ensure a more efficient and profitable business. This tool allows organizations to manage their entire staff from top to bottom. The simulation help organizations make more educated decisions and ensure that they are doing the best for the company. Furthermore, the simulation help many organizations have a better understanding of how their processes need to be accomplish. According to Nicholas J. Aquilano, Richard B the decisions need to be made and processes changed to enable Mario to reduce its wait time allowing more customers to be served within a reasonable amount of time while keeping balance between the demand for service and the capacity of the system to provide the service. The process must be defined and appropriate metrics identified in which to measure the process efficiently. Mario’s Pizza Scenario In Mario’s Pizza Simulation, Mario is a man who opened the pizza parlor in Palm-Springs, California in 1950 with his wife. This pizza parlor is in indoor mall where there are a group of potential customers. Mario is becoming concerned with the increased amount of time that his customers have to wait. The customers are dissatisfied with the services and there are numerous cases of customers leaving without making...
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...MKT 571 Week 1 - 5 Quiz - IF You Want To Purchase A+ Work Then Click The Link Below , Instant Download http://acehomework.com/MKT-571-Week-1-5-Quiz-Latest-And-Original-Work-12300909.htm If You Face Any Problem E- Mail Us At JohnMate1122@gmail.com MKT 571 Week 1 Quiz 1. 1. Costco is able to keep its inventory expenditure relatively low through its management technology and cutting-edge point-of-sale inventory management technology. As a result, Costco is able to pass these savings on to consumers in the form of low prices. This strategy is best described as 2. 2. In the U.S., consumer expenditures on homes and other large purchases tend to slow down during a recession because 3. 3. The Soccer World Cup is promoted aggressively to both companies and fans. This is an example of marketing a(n) 4. 4. One of the most critical steps in the defining process of market research is 5. 5. Which of the following industries is most likely to use database marketing? 6. 6. Which of the following statements demonstrates behavioral loyalty towards a brand? 7. 7. Which strategy does this exemplify? Kayak and Orbitz provide their customers with a variety of travel options including flight reservations, vacation packages, flight and hotel options with or without car rentals, and cruise offerings 8. 8. Which of the following is correct about marketing management? 9. 9. Which market do customers who have purchased and are driving Audi automobiles...
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