...No longer expected to simply perform as a mechanism for the consumer market place, marketers are now tasked to produce a message that satisfies the public’s growing demand for a company that not only provides value in a product/service offerings, but one that does so in a socially responsible manner (Kotler & Keller, 2012). Even more so, simple acts of socially responsible behavior do not guarantee a positive reception by the public. In many cases, attempts to convey the results of a company’s social efforts have often been met with criticism and reserved skeptical acceptance (2012). TOMS and People Water are two examples of for-profit businesses that have constructed socially responsible practices as the very framework of their business DNA. Founded in 2006, TOMS was created by Blake Mycoskie in response to his interaction with impoverished children in Argentina. During his participation in the television reality show, The Amazing Race, Blake became aware of the fact that large segments of the world’s adolescent population do not have access to shoes to protect their feet. In an attempt to address the monumental need, Blake developed TOM’s One-for-One business strategy that provides one free pair of shoes to a child in need with every consumer purchase. Further developing the brand through efforts in cause marketing, “any type of marketing effort for social and/or charitable causes, including in-house marketing efforts by non-profit organizations” (Tribby, 2014), TOMS...
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...MMGP: ADT Corporation DeLong, Lance; Krastins, Chad; Tanyanyiwa, Patience; Wilson II, Franklin W. Liberty University Business 520; Strategic Marketing Management 23389 Dr. John Royer Table of Contents Introduction 6 Background Information 6 Marketing Mix Four Ps 8 Modern Marketing Management Four Ps 9 Consumer Preference 16 Market Analysis 19 Age and Stage in the life cycle 22 Occupation an economic circumstances 22 Values 23 Psychological Factors 23 Personality 25 Social Class 25 Lifestyle 26 Positioning/Competition/Branding 30 Positioning Statement 30 Key Brand and Messages Positioning ADT 32 Industry Leadership / Strengths and Weaknesses 33 Brand Promise 38 Dependable and Reliable 39 Convenient 39 Cost Effective 40 Transferable 40 Engaging and Fun 40 Services/Pricing 41 Do Not Forget the Employees 41 Customer Care / Customer Satisfaction 42 Ethical Behavior in Customer Relationships 42 How will repair/service efforts affect customer satisfaction? 46 Price discounts and allowances 48 Promotional Pricing 49 Differential Pricing 49 Promotions/Marketing 50 Market exposure 52 Generating Leads 53 Improved Sales 53 Reduced Marketing Expenditure 53 Delivering Value 54 Economic Value 54 Quality Value 54 Diversity Management 55 Variety of Products for a Variety of Consumers 56 Customer Service through People, Physical Evidence, & Process 56 Conclusion 60 References 61 Abstract Marketing...
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...Description: Describe your product’s functions, applications, uses, and what value it offers to consumers. The iPhone is just one of the many technological devices that Apple, Incorporated. offers to its consumers. The iPhone’s primary function is that of any mobile device used to communicate with others. However, with its recent innovations, the iPhone has become so much more than just a cellular phone. It has become a multi-tasking device that consumers can use to manage their lives and businesses. Currently, the newest version of the IPhone is the 6s (or 6s Plus), which boast up to a 5.5-inch high resolution screen. Functionally, the phone features of the iPhone include visual voicemail, standard text messaging and voice dialing. It also offers a robust web browsing capability with the native Safari web browser, but also allows its user the ability to install the Google Chrome browser as well. The iPhone’s email function allows the user to load multiple email accounts, giving the consumer access to their personal and business email. In addition, the iPhone has one of the most robust and solid application programs in the industry. Anything from games, professional business tools, to entertainment applications are available for download on the iPhone. Overall, the iPhone continues to provide its consumer with a high-quality, multi-tasking experience with the ability to manage multiple tasks whether personal or professional. History: Keep this short....
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...Marketing Management Group Project: Chick-fil-A Market Segments BUSI 520 – Strategic Marketing Management Trina Tindal Allen Liberty University . Market Segments Kotler and Keller define market segments as “a group of customers who share a similar set of needs and wants. They also identify the major segmentation variables as geographic, demographic, psychographic and behavioral segmentation” (Kotler & Keller, 2012, p. 214) There is a real need for market segmentation because different customers have different needs, and it is rarely possible to satisfy all customers by treating them alike. When you target a market, you are basically recognizing the fact that customers are different and have different needs. A respectable market segmentation will result in segment members that are as similar as possible within the segment, and as different as possible between segments. Variables to Segment Target Markets Geographic Segments Examples of geographic variables are regions, which include continent, country state and even neighborhoods; next there is size of metropolitan area segmented by population; then there is the density of the population, meaning is the target urban, suburban or rural; lastly, climate could be another segment. Demographic Segments Some demographic segmentation variables include: age, gender, generation, family size, income, occupation, education, ethnicity, and religion to name a few. Jayson DeMers, a Forbes Magazine contributor...
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...Analyzing the Consumer Market When it comes to purchasing a service/product, consumers are influenced by three factors cultural, social, and personal Factors. Let us take a look into personal factors. Personal characteristics that influence a buyer’s decision include age and stage in life cycle, occupation and economic circumstances, personality and self-concept, and lifestyle and values (Kotler & Keller, 2012, p.155). Many of the factors listed above have a direct impact on consumer behavior. One personal factor that might influence a consumer before purchasing Subway is lifestyle and values. Lifestyles are shaped partly by whether consumers are money constrained or time constrained (Kotler & Keller, 2012, p.158). Consumers stop into Subway and purchase $5 sandwiches, which are both healthy and delicious, after working many hours at their job. Not only does the consumer get a fast healthy meal, but that also pay a reasonable price. Age and stage in the life cycle is another personal factor that might influence a consumer before purchasing Subway. What a consumer likes to eat can be closely related to their age. Consumption is also shaped by the family life cycle and the number, age, and gender of people in the household at any point in time (Kotler & Keller, 2012, p.155). A significant shift in eating patterns is under way among the millennials, those 18 to 30. In 2012, Subway reported sales in the Unites States of $12.1 billion, compared with $11.4 billion in 2011...
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...MMGP: Research Paper Group 2 Abstract This paper will provide an in-depth analysis of the Toyota Prius from a Marketing viewpoint. The research provides background information, market analysis, branding, services/ pricing and promotional information regarding the Toyota Prius. This paper provides the decision making and analytical processes necessary to implement a successful marketing program for the Toyota Prius. Description The Toyota Prius is considered a full size hybrid electric mid-size hatchback. The Prius design offers comfortable seating for five and has impressive cargo space, something lacking with its competitors. The Prius has an estimated fuel-efficiency rating of 50 mpg, when using the U.S. EPA combined cycle. This car is on the top of the list for the most fuel efficient cars on the market. With rising gas prices, this fuel efficient car is the most popular hybrid available to consumers today. The overall design of the Prius is characterized by a streamlined nose and curved roofline. This vehicle carries an impressive base price of about $19,000.00. The Prius has several models and trim packages to choose from allowing the customer more options in the current hybrid market. They have a standard model with a hatchback, a compact version and a new station wagon called the Prius V. “According to Hybrid Car Review (2012), “Toyota’s Hybrid Synergy Drive System allows the Prius V to travel at “in town” speeds on electric power alone. Sensors...
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...MMGP: Research Paper Final Business 520 Introduction In determining what makes a business successful one must consider all aspects of a firm. One of the most important factors of success is imbedded in the marketing management team of a company. In this project, Subway’s marketing strategy is thoroughly researched to reveal why the firm is thriving among fast food chains around the world. This is done through researching the background on the company, analyzing the fast food market, identifying the position/competition/brand, evaluating the services and pricing, and finally considering promotions/marketing. Through the breakdown of these subjects it will be apparent that Subway is not only one of the leading firms in its industry, it will also show that it has outshined companies across the world in marketing management. Provide a description of your product/service and a brief history of the firm that produces your product/service. Subway is a fast food restaurant franchise that specializes in the submarine sandwiches. It is owned and operated by Doctor’s Associates, Inc. Subway’s headquarters is located in Milford, Connecticut. The franchise has five regional offices to oversee its international operations. The regional offices for Europe are located in Amsterdam, regional offices for Australia and New Zealand are located in Brisbane, regional offices for Asia are located in Beirut and Singapore, and regional offices for Latin America are located in Miami, Florida...
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...Course Syllabus BUSI 520 Strategic Marketing Management Course Description This course is designed to provide the student with a working knowledge of the steps involved in the analytical and decision-making processes involved in formulating, implementing and controlling a strategic marketing program for a product market entry. Rationale No marketer can operate successfully or efficiently without a thorough understanding and proper application of the principles of managing a marketing strategy. This course, a requirement for the MBA program of study, will provide students with the knowledge and abilities essential to survival in tomorrow's business world. I. Prerequisites None. II. Required Resource Purchase Kotler, P., & Keller, K. (2012). Marketing management (14th ed.). Upper Saddle River, NJ: Prentice Hall. ISBN: 1256392510 custom Disclaimer: The above resource provides information consistent with the latest research regarding the subject area. Liberty University does not necessarily endorse specific personal, religious, philosophical, or political positions found in this resource. III. Additional Materials for Learning A. Computer with basic audio/video equipment B. Internet access (broadband recommended) C. Microsoft Word (Microsoft Office is available at a special discount to Liberty University students.) IV. Measurable Learning...
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...MMGP – Services/Pricing Abstract This paper will provide a look into the Services and Pricing of Chick-Fil-A. This research discusses what price adaptations should Chick-fil-A include in its marketing plan. Price Adaptations Price adaptation is the ability of a business to change its pricing models to suit different geographic areas, consumer demands and prevailing incomes (Lister & Media, 2013). The more adaptability Chick-fil-A has, the better chance it has of appealing to more customers. Geographic pricing is a strategy Chick-fil-A already has in its marketing plan. The company prices its products differently within different regions. The prices are higher in areas when income is high, and is reduced when income is lower. Locations are usually in shopping malls and neighborhoods with a high volume of its target customers (Ahmad & Buttle, 2002). Chick-fil-A remains priced higher than most fast food chains, with prices comparable to Wendy's (Higgins, 2001). Product discounts is an area Chick-fil-A should utilize more often in its marketing plan. Product discounts are used to attract bargain hunting customers. Theses discounts would allow Chick-fil-A to stimulate new excitement about the company. This may also attract the interest of lower income customers; allowing those customers to try products they may not usually be able to afford. Chick-fil-A should also extend their existing discounts to all stores. 10% military and senior discount is only given...
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...* Skip to Navigation * Skip to Content TermPaperWarehouse.com - Free Term Papers, Essays and Research Documents The Research Paper Factory * Join * Search * Browse * Saved Papers ------------------------------------------------- Top of Form Search Bottom of Form * Home Page » * Computers and Technology Unit 4 Research Paper In: Computers and Technology Unit 4 Research Paper A port expander is a device that allows one port on a computer system to connect to multiple devices. There are two forms of port expanders: internal and external. An internal expander has a connection inside the computer, typically on the motherboard and the only part the user sees is the expansion plate that contains multiple ports. As for an external device, it plugs into the existing port and then has multiple places to connect. The most common versions are used for USB and Ethernet ports. There are numerous types of ports that have available port expanders for them. Here is a list that I have compiled: * Ethernet port expander * Firewire port expander * DB-25 port expander * Serial port expander * USB port expander * VGA port expander * DVI port expander * SCSI port expander * Audio port expander * Video port expander * Microphone port expander * RS-422 port expander * Modbus serial port expander * SATA port expander * SAS port expander * SSD port expander Port expanders are generic devices that can be used with any computer as long as the computer...
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...Sheila Morrow 4/26/2014 MMGP: Services/Pricing Chapter 13, Services 3. What post-sale services arrangements must or should your firm provide to handle repairs/services? The quality of customer service departments varies greatly. At one extreme are departments that simply transfer customer calls to the appropriate person or department for action with little follow-up. At the other extreme are departments eager to receive customer suggestions, requests and even complaints and handle them expeditiously. Some firms even proactively contact customers to provide service after sales is complete (Kotler/Keller 2012). Our Nintendo systems will carry a standard twelve-month warranty, which is one of the longest standard warranties in the video game industry. (The warranty for the Nintendo Wii console can be extended an extra 90 days by registering it online. Games and accessories sold separately carry a three month warranty. The warranty covers any manufacturing or workmanship defects and these will be repaired at no charge. If for any reason we cannot repair your console, there will be no charge – providing that you have made no attempt to repair it yourself. If however, you have attempted to repair your console, there will be a $10.00 surcharge; this is to cover the engineer’s time working on your console. Postage costs may be subject to change due to variation in courier charges. If, following the first repair, the same fault arises again within the warranty period;...
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...Running head: MARKETING MANAGEMENT GROUP PROJECT Nest Learning Thermostat Liberty University BUSI 520-B06 October 2012 MMGP: Background Information Thermostats detect and control temperature changes for the purpose of maintaining the temperature in an enclosed area and generating electrical signals when the temperature exceeds or falls below the desired value (Encyclopedia Britannica, 2012). The U.S. Department of Energy and the Lawrence Berkeley National Lab research, proves that the energy bill for a single family home is estimated at $2,200 annually in which heating and cooling accounts for half of the bill. In an effort to cut energy consumption costs, programmable thermostats were developed in the 1970’s. Since their development, thermostats have proven to be complicated to use and program (Close-Up Media, 2011). Nest Laboratories, a company based in Palo Alto, California founded by Tony Faddell and Matt Rogers, with the backing of several investors such as, Generation Investment Management, Google Ventures, Intertrust, Kleiner Perkins Caufield & Byers, Lightspeed Venture Partners, and Shasta Ventures, set out to apply advancements in technology to reinvent the thermostat. The team at Nest addressed the programming problem through a combination of sensors, algorithms, machine learning, and cloud computing (Close-up Media, 2011). They came up with a thermostat capable of learning a household’s daily schedule, and personal heating and cooling...
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