...This paper analyzes the marketing of Starbucks coffee. The paper provides some background on Starbucks and then looks at the company's organizational mission and goals, organization strategy and objectives, marketing objectives, marketing strategy, target markets, personal selling strategy and sales promotion strategy. Outline: Background Organizational Mission and Goals Organization Strategy and Objectives Marketing Objectives Marketing Strategy Target Markets Personal Selling Strategy Sales Promotion Strategy * Description * From the Paper * Related Papers * Cite this Term Paper * Comment & Share From the Paper: "Starbucks today is the premiere specialty coffee retailer, operating more than 2,000 coffee shops in a variety of locations in Asia, Canada, the UK, and the United States, with stores in such locales as office buildings, shopping centers, airport terminals, and supermarkets. Starbucks sells coffee drinks and beans, fresh pastries, and other food items and beverages as well as mugs, coffeemakers, coffee grinders, and storage containers. The company also sells its beans to restaurants, airlines, and hotels, and it offers mail order and online catalogs. The company has expanded into coffee ice cream (with Dreyer's) and also makes Frappuccino, a bottled coffee drink (with PepsiCo). "Starbucks existed as a different sort of company before its present incarnation. It was a small company with only four stores when Howard Schultz...
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...Faculty Contact Information Dr. Murray R. Millson Email: mmillson@csumb.edu Course Introduction AMBA 650, Marketing Management and Innovation is a 6-credit seminar in the MBA Program. There are 10 weeks in the semester. There is no break in the semester The Summer 2012 semester begins July 5 and ends September 11, 2012 The last date to withdraw is August 18, 2012 Course Description (Formerly AMBA 603.) Prerequisite: AMBA 640. An exploration of the essentials of marketing management: setting marketing goals for an organization with consideration of internal resources and marketing opportunities, planning and executing activities to meet these goals, and measuring progress toward their achievement. Focus is on the concept of innovation in business, including the introduction of new market offerings and the use of new technologies, strategies, and tactics for achieving marketing objectives. An integrative approach combines discussions on theory of marketing management with industry analysis and practical implications. Assignments include the design and marketing of innovative products, analysis of the application of modern marketing strategies and tactics using examples from participants organizations, and practicing a holistic approach to marketing management. Course Goals/Objectives At the end of this course, students should be able to: 1. Assess the role marketing plays in an organization’s strategic planning. 2. Analyze the concept of innovation and its implications for...
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...Business Diploma BSBMKG514A Implement and Monitor Marketing Activities Assessment 2 By Sara Lawson August 2014 Task 1 * Interdependent Strategies The marketing mix is a business tool used in marketing and by marketers. The marketing mix is often crucial when determining a product or brand's offer, and is often associated with the four P's: price, product, promotion, and place. In service marketing, so my take on the key words “interdependent strategies” would be referring to the different strategies that are in place for each stage or section of the marketing mix such as price, product promotion and place. An example of this is there would be an interdependent strategy in place to determine the price of a product and value where there would also be a totally different strategy in place for the promotion side of the marketing mix, although the strategies are all “interdependent “ they do all contribute to each other area of the overall strategy. * The needs of a particular target group “the needs of a particular target group” my understanding of the meaning of this phrase or statement is that each are of the marketing mix such as the price is aimed at a particular target group or target market that which together means that each interdependent strategy is in place to meet the needs of the target groups the company has aimed to produce the product for consumers. * Consistent with the resources and capabilities of the organisation The statement...
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...PSPR 6210: Corporate Social Responsibility July 15, 2012 Starbucks serves a total of four billion paper cups to their customers each year. During Earth Month 2010, Starbucks created a way for their customers to make an environmental impact and try reusable mugs. If one Starbucks customer switches to reusable mugs, then that one person saves seven trees each year. The Starbucks public relations team developed an integrated communications campaign focused around five key phases that underscored the company’s support for environmental responsibility and a premier customer experience. Through research done by Edelman, Starbucks found that the number one issue consumers’ care about is the environment, and nearly two-thirds of consumers are more likely to trust brands that are socially and ethically sound. Starbucks found that through their website, MyStarbucksIdea.com, that recycling and cups were the top socially responsibility ideas. With the millions of people that visit Starbucks’ 16,000 locations around the world, the company decided that they would put their mass appeal to good works and help along with the green movement. Starbucks recycled cup promotion in recognition of Earth Month 2011 was meritoriously conveyed due to the corporations strategic “green” initiatives. The company has developed and implemented numerous short term and long term corporate social marketing campaigns to reduce the firm’s carbon neutral footprint. The corporations’ senior leadership has under...
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...MP A R Munich Personal RePEc Archive Strategic Marketing. A literature review on definitions, concepts and boundaries Jorge Mongay Autonomous University of Barcelona, SBS Swiss Business School 2006 Online at https://mpra.ub.uni-muenchen.de/41840/ MPRA Paper No. 41840, posted 9. October 2012 20:07 UTC WORKING PAPER. JM-A1-2006 STRATEGIC MARKETING: A LITERATURE REVIEW ON DEFINITIONS, CONCEPTS AND BOUNDARIES. Dr. Jorge Mongay Autonomous University of Barcelona (UAB) & SBS Swiss Business School 1 WORKING PAPER. JM-A1-2006 Summary 1. Definitions of strategic marketing 2. Aspects of Strategic Marketing 3. Factors in Strategic Marketing 4. Elements of Marketing Strategy 5. Intersections with others disciplines 5.1. Intersection between Strategic Marketing and Marketing Tactics 5.2. Intersection between Strategic Marketing and Corporate Strategy 5.3. How does it Strategic Marketing fit into Corporate Strategy? 6. Final conclusions of the paper 7. References 2 WORKING PAPER. JM-A1-2006 1. STRATEGIC MARKETING AND ITS DEFINITIONS Although most authors speak about some parts of Strategic Marketing, here is included a list of definitions of the term. Some authors appear in different years ( for example, Jain), It is understand that they have added new comments or redefined the term after the years. The table and the definitions have been ordered by year of publication. Author Year Definition Drucker ...
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...adapt more and more strategies to either attract customers or retain customers. Banks have reinvented their marketing strategies to not only spur their rapid growth but also to ensure that they remain profitable in a business sector that has the greatest level of competition. This paper, therefore, seeks to evaluate and analyze the current marketing strategies of the 1st century bank as well as try to offer recommendations of other marketing strategies that the bank can either start using or stop using. This is to ensure its future survival and ascertain that it can remain effective, relevant, and trustworthy to not only win more customers but also gain new ones. Introduction The 1st century bank was founded in the year 2004, with the aim of serving communities of the Los Angeles state particularly those living in the western part of the state. The bank founders saw that the current existing banks within the area had lost the personal touch that banks were supposed to have with its clients; hence, they formed a bank that would re-establish the focus on attentive personal service, with local decision-making and the ability to ensure the success of its clients. The bank was established on the principles of personal approachability, flexibility, responsiveness, and distinguished services, with its main target group being professionals, entrepreneurs, family-owned enterprises and closely held business, as well as high net worth persons by restoring the personal touch or feel into...
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...A++PAPER;http://www.homeworkproviders.com/shop/bus-497-week-4-promotion-and-integrated-marketing-communication/ BUS 497 WEEK 4 PROMOTION AND INTEGRATED MARKETING COMMUNICATION BUS 497 Week 4 Promotion and Integrated Marketing Communication, BUS 497 Week 4 Promotion and Integrated Marketing Communication Promotion is a term used commonly in marketing and is one of the market mix features or elements. Marketing mix has four p’s that is price, promotion, product and place. Promotion is defined as raising customer awareness of a company’s product or brand, creating brand loyalty and generating sales. Promotion may also be found in the requirement of five promotional plan or promotional mix . These elements include personal selling, sales promotion, publicity direct marketing, and advertising. The objectives of the promotion include Building Awareness. This means that new companies and new products are frequently unknown to a market that means original promotional efforts have to be concentrated on determining an identity. In this position the marketer has to concentrate promotion to: inform the market who really they are and what they must offer and effectively reach customers (Caywood, 2013). Secondly, is to create Interest. This is moving a potential customer from awareness of a commodity to making a buy and can present a major challenge. From the point of view of business and consumer buying behaviour, customers have to first identify they have a need sooner...
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...Marketing Principles and Analysis MKT 305 Winter Quarter 2014-2015 Instructor: Bill Froese Office Location: See Blackboard Office Hours: See Blackboard Phone: 224-616-4789 Email: wfroese@robertmorris.edu Course: MKT 305 Quarter Hours: 4 COURSE DESCRIPTION: This course will introduce students to key marketing principles including the marketing concept, management of the marketing mix (product, price, place and promotion), analysis of the external environment, ethical issues in marketing, segmentation, targeting and positioning. This course examines how organizations discover needs or wants that they can serve in the market place. Upon completion of the course, students should understand and appreciate the significant role that marketing plays in our fast-changing global marketplace. LENGTH OF COURSE: 10 weeks TEXTBOOK: Boone, Louis E. and Kurtz, David L. Contemporary Marketing, 15th Edition 2013. Mason, Ohio. Southwestern/Cengage, 2013. ISBN: 978-1-111-57971-5 NOTE: Make sure you get the 15th Edition and not the 16th! There is also a bundled package including the Text with Blackboard MindLink for CourseMate and e-text access printed access code card. ISBN: 978-1-305-59157-8 Finally, you can get the Blackboard MindLink for CourseMate and e-text access printed access code card. ISBN: 9781285369488 Special Note Regarding CourseMate: CourseMate supplemental resources are bundled with the purchase of a new textbook. CourseMate can become...
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...Four P’s or Marketing Matrix Paper Marketing March 26th, 2012 Four P’s or Marketing Matrix Paper With all of the media buzz surrounding products and services in TV ads, internet ads, phone applications, commercials, bulletins boards, and maybe the oldest marketing strategy around paper flyers left on the front window of cars, consumers everywhere are overloaded with information for just about everything known to mankind. To catch the consumers’ eye companies have to be more creative than ever, not only thinking outside of the box but doing circus acts around the box so to speak! Companies have to be innovative and creative to captivate the consumer’s interest. Companies have to use different marketing techniques from their competitors; they have to establish stronger marketing platforms than ever before. When trying to get the word out about a new or established business, product, or service companies need to go beyond the old ways of selectively choosing a customer base to really get a consumer thinking, they need to relate to the customer on a more intimate level and with a two way communication method instead of the one way communication method that has been the way of the past. New technology has changed the way people relate to each other, these tools include everything from Twitter, Facebook, YouTube, Instant Messaging, blogging, and other social networks where people can share products they like or dislike and promote certain products and services freely. In this...
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...UNIT 4 Marketing Principles LO2 Be able to use the concepts of segmentation, targeting and positioning CASE STUDY: You are a Business Development Consultant. Your Firm is hired by a small business enterprise that is facing myriads of marketing and organizational challenges. YOUR JOB AS A BUSINESS DEVELOPMENT CONSULTANT IS TO 1) Analyze the problems in the business, 2) Research solutions and/or benchmark good practices, 3) Make suitable recommendations for improvements, and 4) Help the business to implement these recommendations satisfactorily. TEAM ASSIGNMENTS PRESENTATION: 15 MINUTES LEARNING OUTCOME 2: Be able to use the concepts of segmentation, targeting and positioning 2.1 Show macro and micro environmental factors which influence marketing decisions 2.2 Propose segmentation criteria to be used for products in different markets 2.3 Choose a targeting strategy for a selected product/service 2.4 Demonstrate how buyer behavior affects marketing activities in different buying situations 2.5 Propose new positioning for a selected product/service Submission Deadline: November 16, 2015 TEAM ASSIGNMENT: AC 2.1 Show macro and micro environmental factors which influence marketing decisions Guiding Term Paper Questions The business believes that competition from nearby businesses is preventing it from growing and increasing sales. However many other micro and macro factors are impacting sales and its marketing decisions. So show the macro...
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...MyVideoTalk Dr. Craig Maddron BUS 521: Entrepreneurship and Innovation April 24, 2011 Description of MyVideoTalk Hisrich, Peters and Shepherd (2010) define an entrepreneur as “an individual who takes initiative to bundle resources in innovative ways and is willing to bear the risk and/or uncertainty to act” (p. 6). An entrepreneur’s objective is to create a business opportunity for profit. An entrepreneur must identify and evaluate the opportunity, develop a business plan, determine the resources required, and manage the enterprise (Hisrich, Peters, & Shepherd, 2010). The purpose of this paper is to describe a new business venture, MyVideoTalk. This paper will introduce MyVideoTalk, discuss the market opportunity for MyVideoTalk, and discuss the market entry strategy to a foreign or domestic market for MyVideoTalk. The paper will also discuss the strategies for minimizing personal risk with MyVideoTalk. Introduction of MyVideoTalk The act of introducing a new business venture and its product and/or service is to unveil, debut, or launch it and summarize its purpose. MyVideoTalk is a division of Team Effort International, LLC. Team Effort International, LLC is a privately held, debt-free company with global offices in San Ramon, CA – USA, Northern India, Southern India, Dubai, and the Philippines. Team Effort International, LLC was founded in October 2002 by entrepreneurs, Mel and Amie Gill and the MyVideoTalk (MVT) division was created in April 2004. MVT has been extremely...
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...Marketing Mix Paper Alyce Shelton MKT/421 December 5, 2011 Instructor: Susan Craver Marketing Mix Paper The key to business success is smart marketing. Today’s mega-businesses consistently seek to develop unique products, use multiple combinations of marketing techniques, and reach new consumer targets. Verizon Wireless currently operates the world’s largest wireless cell phone network, with customers in over 150 countries. The company has clearly demonstrated good use of the marketing mix, and will be used as an example of how the elements of this mix can benefit an organization. Marketing Mix Defined The marketing mix can be defined as the classification phrase to describe organizational choices for development of effective marketing strategies. The term was introduced in 1953 by Neil Borden, former president of the American Marketing Association (AMA). In 1960, Jerome McCarthy added specific elements to further define the marketing mix, known as the 4 P’s: product, price, place, and promotion (Investopedia, 2011). Product Although it is generally thought of the tangible, physical entity that is bought or sold, a product can also be broken down into three levels: 1. The actual product as just described 2. The core product, which is the benefit of the physical product that makes it of value to the buyer 3. The augmented product, which is the added value to the product. An example of this would be a warranty. (Marketing Teacher, 2000-2011) ...
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...|Producing a Promotional Strategy | |What is a promotional strategy? | |Most of us are familiar with market research as suppliers (or information providers) try to obtain information from us (or library users) | |on what we require. Promotion is the reverse side of this. Organisations use promotion to communicate with customers about products they | |offer. Promotion is thus one half of the communication process with customers. Ideally it will work co-operatively with market research (in| |an iterative feedback loop) so that the constantly changing requirements of users are met by promotional activities that target (or even | |anticipate) these expressed needs. | | | |Such activities need to be managed. They require the allocation and expenditure of resources, whether physical (promotional products) or | |intangible (staff time or use of existing facilities). As such they cannot simply be allowed to grow organically – they require shaping and| |direction via a promotional strategy. ...
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...MBA 5501, Advanced Marketing Course Syllabus Course Description An overview of advanced topics in marketing planning, strategy, analysis, and control. Emphasis on consumer needs and analysis, market position, competition, and public policy environment related to marketing activities. Prerequisites None Course Textbook Kotler, P., & Keller, K. L. (2012). Marketing management (14th ed.). Upper Saddle River, NJ: Prentice Hall. Course Learning Objectives Upon completion of this course, students should be able to: 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. Explain both the Marketing Concept and the Holistic Marketing Concept. Analyze the macroenvironments as related to the marketing process. Illustrate the use of marketing research and the forecasting of demand. Describe the development of customer value, satisfaction, and loyalty. Explain the use of customer relationship management in cultivating customer relationship. Illustrate the consumer buying process and the organizational buying process. Illustrate market segmentation, market targeting, and brand equity. Describe positioning and differentiation strategies. Illustrate the development of product strategy and explain competitive strategies. Explain the marketing strategies for service companies. Identify and explain the various pricing strategies. Describe the management of the retail and wholesale business. Classify the management of advertising, sales promotion, events, and public relations. Identify...
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...must be aggressive, and plan a head in order to know the staffing needs of the organization. This paper will outline an effective and efficient staffing plan for Haircutters Barber Shop, including how to determine the numbers of barbers and beauticians to hire and a recruitment strategy to ensure appropriate candidates are hired. Recruiting in all industries is a numbers game as well as a game of networking and relationships. It is a dynamic and on-going process that must constantly be monitored and evaluated for its strengths and weaknesses (Cowan, 1992). Industry standards estimate that one needs to interview over 20 candidates to hire one employee (Cowan, 1992). Due to attrition and employee failure, a company must recruit at least 30 percent of the total number of existing employees every year to achieve an overall growth of 10 percent (Cowan, 1992). To use this formula as a basis for goal-setting, it is important to analyze the previous years' goals and results. If the goals were met or if they failed to achieve the objectives, it is crucial to examine the factors that came into play, whether they were economic trends or internal issues. This information should provide a solid plan to identify the most successful methods to seek high-quality employees. A successful recruitment planning policy will assist an organization in meeting corporate objectives by developing strategies designed to recruit people with the right skills and experience. Recruitment planning should take...
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