...Marketing Paper Juan Rangel MKT/421 Marketing Paper Marketing has always played a large role on the choices that consumers make when deciding on the brands of products that are integrated into their life, but how important is marketing for an organization. Understanding marketing and its history aids when further analyzing the importance of marketing on different types of organizations. According to Bartels (1988) “The establishment of a market economy wrought marked changes in the social and economic structure. A new attitude toward business revolutionized the economy of the country and that revolutionary element was identified by the term “marketing.‟ Historical accounts of trade lead one to conclude that marketing has always existed (p. 1). The fact that marketing has always been present allows for a timeline of the evolvement of marketing and the affects of marketing on innovation and the standard of living. But this still leaves the question of, how should marketing be defined. What is marketing? “Marketing is the performance of activities that seek to accomplish an organization’s objectives by anticipating customer or client needs and directing a flow of need satisfying goods and services from producer to customer or client” (Perreault, Cannon, & McCarthy, 2011, p. 5). This just means that marketing may be applied to different types of organizations, such as for profit organizations and non-profit. The meaning also identifies that the main objective...
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...Marketing Paper What is Marketing? The process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchange and satisfy individual and organizational objectives American Marketing Association The management process responsible for identifying, anticipating and satisfying customer requirements profitably UK Chartered Institute of Marketing To satisfy individual customers, is tackled by using the marketing mix (4Ps) - product - price - place - promotion For services, is has been suggested that a further 3Ps be added: 1. People 2. Physical Evidence 3. Process People – add value and dimension – service quality. The original mix considers personal selling but not the operational aspects of service delivery. - Personnel – training commitment, incentives, appearance, interpersonal behaviour - Attitudes - Customers – Other customers, behaviour, degree of involvement - Body Language also has an impact (posture, gestures, eyecontact, tone of voice, promixity) Processes – How overall system operates - to be consistent and predictable - Policies and Procedures - Degree of automation - Employee discretion - Customer involvement - Flow of activities Physical Evidence – i.e. type of hotel or aircraft. Physical elements to support the core concept: - Environment – furnishings, colour, layout...
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...Marketing Paper Lolita M. Ndidi MKT/421 March 03, 2014 Dr. Geraldine Goodstone Defining Marketing Marketing is what organizations use to reach our customers, interact with the customers and sell their products for business growth. Organizations performance and how well they do can be determined on how good their marketing team is. Marketing is not as simple as this description suggest on its own. The term "market," as a noun, refers to all the current and potential consumers or businesses that would use a company's products. Markets can be very diverse and consist of many characteristics. The business owner must locate viable markets for the company's products, apprise consumers of its wares and services and make products available to them. A market typically consists of a number of sub-groups that a company must identify as its key buyers. [ (Suttle, 1999-2014) ] Marketing is the management process through which goods and services move from concept to the customer. It includes the coordination of four elements called the 4 P's of marketing: (1) Identification, selection and development of a product, (2) Determination of its price, (3) Selection of a distribution channel to reach the customer's place, and (4) Development and implementation of a promotional strategy. [ (WebFinance Inc, 2014) ] Marketing is a very important aspect in business since it contributes greatly to the success of the organization. Production and distribution depend largely on marketing...
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...Business Proposal The Frozen Factory “Frosted bites you can’t resist” In compliance with our Midterm Examination in MGT121: Fundamentals of Marketing Submitted by: Antonio, Jan Elise Castro, Maria Regina A. Lalu, Jessa Ann Submitted to: Professor Kristine S. Suin Date submitted: November 13, 2015 I. Executive Summary Introduction The Frozen Factory is the coolest new addiction in town. It is a frozen yogurt self-servicing retail establishment located in Makati City, Mator Manila, Philippines. The company planned to establish a strong market position in Makati, more specifically at the Greenbelt Shopping Mall, and capture the interest of those yogurt lovers from the middle to higher income marketers in the area. The Company The Frozen Factory is situated in the Philippines which is equally owned and managed by three owners; Ms. Eli Antonio, Ms. Ina Castro, and Ms. Jess Lalu or otherwise known as the AC&L Corporation. The company propose to hire employees, 50% of which could be working students, and a store manager with sufficient background and experience when it comes to running a store. Products and Services The Frozen Factory offers a wide range of yogurt bases along with over 30 fun toppings to try with. The yogurt bases and toppings are guaranteed to be fresh and fruity and what’s interesting is that it is zero-calorie but the flavoring would still capture even the young ones’ taste buds. The Frozen Factory will let...
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...Marketing Project Juan G Martinez Jr October 18, 2013 Marketing Management 522 Professor Ken Ninomiya 1.0 Executive Summary 2.0 Situation Analysis At this present time, the tutoring industry is not showing any signs of slowing down as the number of students in school continue to grow. It is also important to point out that as the number of students increase, so does the concern of the parents that seek tutoring for their children. According to the U.S. Department of Education, the number of students who were attending public and private schools was at approximately 75.9 million as of the fall of 2010. The current trend is showing that the number of students attending school will continue to increase at a rate of approximately 6% per year through the year 2019 (Digest of Education Statistics 2010). According to an article that went over the best industries to start a business, the tutoring and exam preparation industry was rank seventh as it relates to the fastest-growing industries that are hospitable to small business. It was also indicated that the year-over-year growth rate of this industry was measured to be at 7% (Lagorio-Chafkin 2010). However, there is an opportunity that has not clearly been taken advantage of to its fullest potential within the tutoring industry. As of the fall of 2010, there were approximately 20.6 million people who are enrolled in college with the trend demonstrating an increasing rate of students attending at 14% (Digest of Education...
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...multiple product strategy. Because it have several types of products like Lipton yellow label tea, Lipton ice tea, and Lipton green tea. Lipton is currently using total market strategy. Their tea bags and tea packs are available in every market. But there is market for ice tea in some parts of country where it is not available. Ice tea should adopt multi market strategy to cover those areas where its demand. Market Geographic Strategy: We are using International Market Strategy to achieve growth objective. Market Commitment Strategy: They are focusing on strong commitment strategy to operate in market optimally by realizing economies of scale. Marketing strategy: Various advertisement means are used by company to advertise their product and they are given below: Print Media Billboards Free samples They are using news papers for advertisements along with others are billboards and banners. So these are means of advertisement which are used by company to advertise their product. The Business Business Detail Products/services: LIPTON® Tea offers you a large selection of ways to enjoy refreshing, great tasting teas. Choice is a wonderful...
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...Toyota (Chapter 1) Overview. This case concerns the systems used by Toyota to become the third largest automobile manufacturer in the world. The case illustrates how this organization strives to serve customers and achieve a profit. The case intentionally emphasizes features of Toyota's manufacturing system, rather than its marketing strategies per se, to show how the whole organization is focused on serving customer wants and needs, not just the marketing department. Suggestions for Discussion Questions 1. In what ways is Toyota's new-product development system designed to serve customers? There are a number of features to this system that make it customer oriented. The Toyota system responds more quickly than competitors, allowing the company to correct any mistakes and react to market trends faster than competitors. The system has a chief engineer responsible for the product from design to marketing. This may allow consumer research to function as a direct input into engineering specifications rather than become a secondary concern after the product is designed. Since the corporate philosophy is to serve customers, consumer inputs are more likely to be used develop better new products. 2. In what ways is Toyota's manufacturing system designed to serve customers? There are a number of features in Toyota's manufacturing systems that are designed to serve customers, including the following features. Employees, even on the assembly line, are trained to consider their...
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...Executive Summary This following marketing plan is in reference to the production of Arimount’s “Fresh&Free” deodorant. Arimount is planning to launch this new deodorant product next year; the launch of the deodorant will coincide with the start of the National Football League (NFL) season. The “Fresh&Free” deodorant contains a new chemical ingredient that will allow the deodorant to work for up to 5 days, even after showering. This concept and goal of the marketing plan is to provide the community with a product that leave them fresh and free from the normal routine of applying deodorant daily and in some case two or three times a day. Arimount plans to introduce the product via NFL players during the start of the NFL season, because their everyday way of living and job position, requires them to work up large amounts of perspiration. The company also plans to intensify their customer awareness during the week of the Super Bowl, via advertising, sales campaigns, and direct marketing. Arimount has been in the hygiene industry for over 20 years and they average on their return investments yearly, the goal for next year is to top the market share with this innovative product. Situation Analysis Arimount has been in business for several years, they have remained successful at offering hygiene products throughout the years, but they need to develop a structured marketing plan to further develop their brand awareness and mature their current customer base. Arimount...
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...Marketing plan template Use this template to guide you through writing your own marketing action plan. Introduction What are the main objectives you want your marketing action plan to achieve for your business (ie, more sales, more customers, greater market share, etc – try to be specific)? | | | | 1. Your market 1.1 Who are your customers? Answer the following questions: • Who are your existing customers? • What are their needs? • What motivates them to buy your offer? • Can you separate your customers into different groups of people with different needs or motivations? • Are there people who aren’t currently customers but could benefit from your product or service? | | | | 1.2 Who are your competitors? Answer the following questions: • Who are your competitors (NB, think about your direct competitors – ie, businesses who are selling a similar offer: and your indirect competitors...
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...Situation Analysis Sigmund's Gourmet Pasta is close to entering their second year of operation. The restaurant has been well received, and marketing is now critical to its continued success and future profitability. The store offers an extensive offering of gourmet pastas. The basic market need is to offer individuals, families, and take out customers fresh, creative, attractive, pasta dishes, salads and desserts. Sigmund's uses homemade pasta, fresh vegetables, and premium meats and cheeses. Market Demographics The profile for Sigmund's Gourmet Pasta's customer consists of the following geographic, demographic, and behavior factors: Geographics • Our immediate geographic target is the city of Eugene with a population of 130,00. • A 15 mile geographic area is in need of our services. • The total targeted population is estimated at 46,000. Demographics • Male and female. • Ages 25-50, this is the segment that makes up 53% of the Eugene market according to the Eugene Chamber of Commerce. • Young professionals who work close to the location. • Yuppies. • Have attended college and/or graduate school. • An income over $40,000. • Eat out several times a week. • Tend to patronize higher quality restaurants. • Are cognizant about their health. Behavior Factors • Enjoy a high quality meal without the mess of making it themselves. • When ordering, health concerns in regard to foods are taken into account...
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...The good news- Very small, weights very little, you even forget you have it on your ear after a while. Quality of sound is the best and loudest I have tried (I've tried a few sets). It is a no-hassle easy job to pair it with your phone. From talking to others, they assure me the quality of the microphone is excellent as they can hear loud and clear. It is JUST what any bluetooth seeker wants, right? WRONG! The bad news- After a few days (not weeks) I notice it looses connection frequently with my phone, and when it does you don't hear anything obviously and you think the call was lost, but no, it just went back to your handheld phone, then you start talking on your call and suddenly can not hear anything anymore and think you lost the call but no, it's just that the headset found connection again and is now working so you don't hear thru your handheld because is now on bluetooth, quite annoying but it doesn’t happen all the time. Then things got worse, now it won't turn off and pressing the main button for four seconds, or even 20, 30 or pick a number of seconds and the multifunction main button works erratically. Worse than that, it has developed a beeping sound, one beep every 3-6 seconds and sometimes two beeps, wether it is paired or not with the phone. At least I was relieved it happened within two weeks of purchase, surely it had a warranty, so I called Samsung customer service- First after checking with managers they tell me the problems is it is not compatible...
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...1. Select one of the following products listed below. First, list your assumptions about how the sales force is organized. Second, describe what the selling process would look like when selling these products in relation to the first foursteps in the selling process (pp.13-16).Please be specific in describing the activities involved in the selling steps, i.e. what information would you collect and how/where would you get it? * Large computersystems that cost millions of dollars sold to a large manufacturer * Copiers that cost $5000 sold to a law firm * Campbell’s soup sales sold to a grocery chain * PVC pipe fittings sold to a plumbing distributor Ans: The product selected is Campbell’s soup sales sold to a grocery chain. The sales force is organized in a geographical structure in this case as the company can keep a track which area is purchases which product or soup is in majority. The first four steps of selling process: * Prospecting: The company will research and look for a wholesale markets or departmental stores where the product is easily accessible to people. The company can make formal or informal visits to stores and can survey on the number of people who purchase soup on a regular basis. * Pre- Approach: The company can research on the competitor companies and the products they are selling. This will help Campbell to expand more in variety, flavors etc. * Approach: This will involve in getting the customers attention....
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...History of Pier 1 According to the company’s website, Pier 1 began its company in 1962, with a single store in San Mateo, California. In 1970, Pier 1 went public and became listed on the American Stock Exchange under the symbol PIR. During this time, Pier 1 had 123 stores and celebrated 100 percent sales gains for four consecutive years. Presently, Pier 1 operates in more than 1000 locations globally (13). Mission and Goals of Pier 1 Based on the company’s annual report, Pier 1’s mission and goals are to expand its customer base and maximize sales and profits (5). This retailer aims to create a sensory environment that encourages customers to have fun shopping for their homes. Products and Services Pier 1 Offers When analyzing the company’s website, Pier 1 offers a wide selection of home furnishings, such as sofas, chairs, tables, etc. This bricks to mortar and online retailer also offers a unique selection of decorative accessories and gifts for all holidays and seasons (13). Growth Strategies of Pier 1 A product market matrix (Appendix 1) for Pier 1 reveals that this retailer has an aggressive growth strategy. Market penetration is used by this firm offering rewards cards, coupons, and special sales to loyal customers. Market development is used through the e-commerce website and new store openings. Product development is used by designing new furniture, such as table and shelves. Lastly, diversification is used by offering seasonal items. Financial Status...
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...1. Analyze the reasons why the Chinese government hired a Western public relations firm to work on the 2008 Beijing Olympics. The Chinese government felt it was necessary to hire a Western public relations firm for the 2008 Beijing Olympics in an effort to create a positive country image. Creating this positive image also included reducing human rights concerns that were being addressed by groups such as Darfur and Tibet. The public image of China could have negatively influenced international consumers’ attitudes and purchasing intentions for certain products and brands. The issues unfolding in China were going to be put under a microscope and magnified as media attention shifted to China because of the Olympics. The hot button issues called for more skilled and experienced public relations firms. Many believed that China did not deserve to host the 2008 Olympics. Lee (2010) wrote that supporters of World Peace advocated that China is contrary to the Olympic ideal, because there is no respect for individualism, the rule of law, or human rights and there is still evidence of summary executions taking place. China needed to change this image. The use of a well-received Olympic image would help to enhance and homogenize the perception of China on the international stage (Lee, 2010). The presented a great opportunity for China to show the current state of economic, cultural, social, and political development in China. Protests in Tibet and growing protests along the route...
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...* Assignment #1 – “How Personal Can Ethics Get?” (Integrated cases at the end of the textbook). * Students will read the case and write a 4-5 page report that answers the following: Discuss how personal differences and preference can impact organizational ethics. Discuss how organizational policies and procedures can impact ethics. Discuss the ethical dilemmas that Valerie is facing. Recommend what Valerie should do. Provide a detailed explanation. The format of the report is to be as follows: 1. Typed, double spaced, Times New Roman font (size 12), one inch margins on all sides, APA format. 2. Type the question followed by your answer to the question. 3. In addition to the 4-5 pages required, a title page is to be included. The title page is to contain the title of the assignment, your name, the instructor’s name, the course title, and the date. NOTE: You will be graded on the quality of your answers, the logic/organization of the report, your language skills, and your writing skills. The assignment will be graded using the following rubric: | Outcomes Assessed | 4. Examine the process by which ethical decisions are made within organizations. 5. Use technology and information resources to research issues in organizational behavior and leadership. | Grading Rubric for Assignment #1- “How Personal Can Ethics Get?” | Criteria | 0 Unacceptable | 20 Developing | 30 Competent | 40 Exemplary | 6. Discuss how...
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