...Write a short critical essay explaining how the poor economic climate in the UK might affect the marketing mix of a start-up retail venture in the high street. I will look critically at setting up a retail business on the high street in the current economic climate and the affect this may have on the marketing mix. I will first give a brief overview of the economic situation in the UK and high street retail in general. The UK economy has undergone a protracted period of instability since the banking crisis of 2007/08, which sparked economic downturn for the UK and caused a dramatic fall in both consumer and business confidence. Between 2008 and 2012, the UK experienced two periods of recession and has been subject to austerity measures, such as public spending cuts, welfare reforms and increased taxation, imposed by the UK Government in an attempt to reduce the country’s budget deficit and reverse economic decline. These measures coupled with high inflation, rising levels of unemployment and low wage growth have contributed to less disposable household income and subsequently lower consumer spending across most of the UK. The economic constraints of the last five years, such as falling consumer spending, increasing operating costs for businesses (20% rise since 2006) alongside less available, affordable borrowing to businesses have led to large numbers of high street retailers closing their doors. The Centre for Retail Research (2013) reported that 54 retail companies...
Words: 1967 - Pages: 8
...Semester One Final Examinations, 2013 ADVT7511 Social Marketing and Communication Venue Seat Number Student Number Family Name ____________________ ________ |__|__|__|__|__|__|__|__| _____________________ _____________________ This exam paper must not be removed from the venue First Name School of Business EXAMINATION Semester One Final Examinations, 2013 ADVT7511 Social Marketing and Communication This paper is for St Lucia Campus students. Examination Duration: Reading Time: Exam Conditions: This is a Central Examination This is a Closed Book Examination - specified materials permitted During reading time - write only on the rough paper provided This examination paper will be released to the Library Materials Permitted In The Exam Venue: (No electronic aids are permitted e.g. laptops, phones) An unmarked Bilingual dictionary is permitted Materials To Be Supplied To Students: 1 x 14 Page Answer Booklet Rough Paper Instructions To Students: Part A: Answer the COMPULSORY essay question in the writing booklet. Part B: Answer THREE short answer questions. 120 minutes 10 minutes For Examiner Use Only Question Mark Page 1 of 4 Total ________ Semester One Final Examinations, 2013 ADVT7511 Social Marketing and Communication PART A – COMPULSORY ESSAY Answer the following question. An essay of approximately THREE PAGES is required. Question 1 Hoek & Jones (2011: 32) state that ‘although the upstream and downstream approaches anchor ends of an intervention...
Words: 742 - Pages: 3
...* Subject Code :MKT2054 * Table of Contents Introduction 2 Social-class microcultures in consumer behavior 2 Implications to marketing practitioners 3 Suggestion for Improvement 4 Conclusion 4 Reference list 5 Introduction Market nowadays is so rapid-constantly changing and so broad. Company needs to adapt to these characteristics of the market and also understanding the consumer’s behavior in the market for them to survive and outrun their competitors. This discussion would further examine the company, Levi Strauss (Levi’s), marketing strategy in the garment industry in the context of Malaysia and also suggestions would be given for improvements. Levi’s first entered into the garment industry in 1873 with the birth of the first pair of jeans. Levi’s has been improving since and now, it is one of the world largest brand-name and also a global leader in jeanswear, according to San Francisco(2014). After gaining reputation as well as high profit, they have been selling other garment products besides jeans, such as clothings, caps, belts, and so on. Social-class micro cultures in consumer behavior A social class is a huge group of people, who have a similar position in an economic system, said by Moffitt(2015). Differentiating, positioning, and targeting different social class plays an important role in marketing. Consumers from different social class have different behaviors as well as wants. According to Moffitt(2015), there are four main social class...
Words: 1481 - Pages: 6
...MBA Admissions Essay Powerful Tips for Improving Your Odds of Gaining Admission to the MBA Program of Your Choice Admissions essays are easily the most challenging part of the MBA application process, and it’s no wonder. Most people don’t like to write, and even those of us who do enjoy writing can come up blank when called upon to write about ourselves, especially when so much is at stake. The fact remains: If you want to go to business school, you have to be able to generate one or two thousand carefully chosen words that sum up your background and experience, your career goals, your reasons for seeking the MBA, and why you’ve chosen the program to which you’re applying. Step one: Relax. Writing admissions essays is stressful—it’s supposed to be stressful— but that doesn’t mean it’s impossible. Everyone who has ever applied to business school has written admissions essays, and so can you. All you have to do is submit essays that are a little bit better than most of the others, and if you follow the advice we’ll cover in the following pages, it will be a lot less painful. How to Write a Successful Most MBA essays are mediocre The good news is that most MBA admissions essays are mediocre at best. If you can at least come up with a marginally compelling narrative, and if you can spell and punctuate everything correctly—or know someone who can—you’ll automatically have an advantage over much of the competition. This guide is designed to help you get started (the hardest...
Words: 5885 - Pages: 24
...International marketing is that the company wants to expand their market enter into other countries. If one company wants to enter international market they should think about many things. Such as that people all over the world have different needs and requirements, evaluate marketing environment and the overseas potential of markets has to be carefully scrutinized. International marketing also involves marketing, advertising, and selling a company’s product or brand on a global scale. Many fashions of advertising use this marketing such as television, publications, Internet and so on. An International Marketing strategy is one part of a global strategy. If an international marketing is correct, it will have many benefits for a company. Following is four benefits: Make more effective and profitable about the products. You change the produces and services to learn more. The more you learn, the faster you learn, the more effective can become at the releasing products and services. And then it is easy for the company to enter into the international marketing. This essay is an example of a student's work Disclaimer This essay has been submitted to us by a student in order to help you with your studies. This is not an example of the work written by our professional essay writers. Have stronger competitive advantage More and more competition will appear in the international marketing. So the company should be ready at any time to face to face to the competition...
Words: 2299 - Pages: 10
...Sample of Exam Format: Section (B) Consists of ONE (1) compulsory essay question, 40 marks; recommended time: 70 minutes and Section (C) Consists of THREE (3) short questions and only choose TWO (2) to answer, 40 marks; recommended time: 70 minutes Section B - Long Essay Question and Answer: 1. Discuss with example the four major sets of variables that might be used in segmenting consumer markets and the factors marketers consider when choosing a targeting strategy. (40 Marks) Answer for first section: Consumer markets are typically segmented using four major variables: geographic, demographic, psychographic, and behavioral variables. Geographic segmentation calls for dividing the market into different geographical units such as nations, regions, states, counties, cities, or even neighborhoods. Demographic segmentation divides the market into groups based on variables such as age, gender, family size, family life cycle, income, occupation, education, religion, race, generation, and nationality. Psychographic segmentation divides buyers into different groups based on social class, lifestyle, or personality characteristics. People in the same demographic group can have very different psychographic makeups. Behavioral segmentation divides buyers into groups based on their knowledge, attitudes, uses, or responses to a product. Buyers can be grouped according to (1) occasions when they get the idea to buy, actually make their purchase, or use the purchased item, (2) the benefits...
Words: 1474 - Pages: 6
...Introduction This paper explains the strategic marketing planning process illustrating the discussion with examples from the low cost airline, Easyjet. The paper proceeds in five parts. In the next section of the paper, the concept of market segmentation is described and discussed. Next, the concept is located in the overall positioning, segmentation, targeting (PST) organisational strategy. Porters’ Generic Strategy is then outlined, as a supplementary paradigm to market segmentation. The concept of the marketing mix is discussed and applied to the case study company. A brief conclusion closes the paper. Before examining the marketing process, however, it is necessary to provide an overview of the case study company. Easyjet is an airline company that has been operating in the United Kingdom since 1995 (Easyjet, 2014). Like many other low-cost carriers, the company initially modeled itself on the business model of a successful American carrier, Southwestern Airlines (Yip, 2004). That airline had experienced unprecedented success by cultivating and exploiting a low cost operating model – Easyjet sought to implement this model in the European context, launching a flight between London and Amsterdam that was half the cost of the fare at the time offered by national carrier British Airways (Sull, 1999). In the years that followed, Easyjet rapidly expanded its route network to include hubs in some of the major British cities: Glasgow, Manchester and Liverpool, and routes to...
Words: 308 - Pages: 2
...TermPaperWarehouse.com - Free Term Papers, Essays and Research Documents The Research Paper Factory JoinSearchBrowseSaved Papers Home Page » Business and Management Discuss How the Following Organizations Would Be Arranged in Terms of the Depth and Breadth of Their Product Lines: In: Business and Management Discuss How the Following Organizations Would Be Arranged in Terms of the Depth and Breadth of Their Product Lines: Discuss how the following organizations would be arranged in terms of the depth and breadth of their product lines: A solo-practice family practitioner who does not deliver babies A multi-specialty group practice that provides primary care at five (5) satellite locations An academic medical center Shouldice Hospital in Toronto, which specializes in short-stay surgery for hernia repair According to our text, breadth "refers to the number of different product lines in the mix." (Berkowitz, 2011, pg 263) and depth "refers to the nimber of product items within each product line." (Berkowitz, 2011, pg 263) For a solo-practice family practitioner who does not deliver babies, the breadth of this organization is very narrow. The practitioner only has one practice and they have excluded themselves from delivering babies, which may be something wanted from a growing family. On the other hand, the depth of this organization can possibly still be great. They can offer family counseling services, perscription services on site, and...
Words: 533 - Pages: 3
...Coleman Art Museum - College Essays - Liliansteve www.studymode.com/essays/Coleman-Art-Museum-1878651.html 網頁紀錄 - 更多此站結果 Read this college essay and over 1,500,000 others like it now. Don't miss your chance to earn better grades and be a better writer! ... COLEMAN ART MUSEUM The problem: The problem with Coleman Art Museum is the inability to produce any revenue from the ... Coleman Art Museum by Logan Wright on Prezi prezi.com/jze-y9jl7kki/coleman-art-museum 網頁紀錄 - 更多此站結果 Coleman Art Museum Coleman Art Museum Max Gearin Ryan Lackey Aimee Noles Cody Wood Logan Wright Situation Alternatives Decision Analysis Recommendation Our recommendation at this point, is to implement Alternative #3. Remove 15 percent discount ... Coleman Art Museum - 圖片搜尋結果 Constance E. Coleman » Bahia del Espiritu Santo beached near Puerto ... ... Museum of American Art, New York; gift of Gertrude Vanderbilt Whitney coleman center accessibility the coleman center located in the kahn ... ColeMan Art Museum Artwork: Rocky Mountain Goats—B.C. by Michael Coleman Using the Balanced Scorecard to link short-term activities with long ... ColeMan Art Museum 更多 Coleman Art Museum 圖片 Coleman Art Museum - Essays - Caucella - Free College Essays, Term Paper Help, and Essay Advice - TermPaperWarehouse.com www.termpaperwarehouse.com › Business and Management Read this essay on Coleman Art Museum . Come browse our large digital warehouse of free sample essays. Get the knowledge you need in order to pass...
Words: 637 - Pages: 3
...segments (Nirma), which account for 15%, 40% and 45% of the total market, respectively. The product category is fairly mature and is dominated by two players, HUL and Nirma. Nirma created a revolution in the market by pioneering the concept of low-cost detergents. Putting the right product in the right place, at the right price, at the right time. India is a one of the largest consumer economy, with burgeoning middle class pie. In such a widespread, diverse marketplace, Nirma aptly concentrated all its efforts towards creating and building a strong consumer preference towards its ‘value-for-money’ products. In a short span, Nirma created an entirely new market segment in domestic marketplace, which is, eventually the largest consumer pocket and quickly emerged as dominating market player – a position it has never since relinquished. Rewriting the marketing rules, Nirma became a one of the widely discussed success stories between the four-walls of the B-school classrooms across the world. What do you think about the positioning of the brand? Amongst the low cost players, Nirma commands a premium positioning PRODUCT Since the launch of Nirma detergent powder in 1969, the Nirma portfolio has grown to include fabric care products, personal care products, food products, packaging and chemicals. However, the underlying philosophy remains...
Words: 2413 - Pages: 10
...Essay Writing Skills This guide is designed to help students to structure their work. Like any written work, essays require careful planning, reading and note taking, appropriate academic style, referencing and structure. An essay is different from a report in that it is generally written as one flowing document that uses paragraphs to separate ideas, without the section headings, underlining, numbering and bullet points that are used in reports. Usually, essays do NOT have diagrams or appendices. Essays have 4 vital sections: Introduction, Main Body, Conclusion and References/Bibliography. The word count applies to three essay sections, NOT including the References or Bibliography. The Introduction paragraph/section This helps set the context for the essay. It introduces the main ideas of the essay and draws the reader into the subject. A good Introduction gets to the heart of the subject and captures the interest of the reader, acting as a trailer to what is to follow. It tells readers what to expect by addressing Who, What, When, Where, Why and How? The Introduction outlines the main issues on which you intend to focus and others you just intend to mention. In this way it sets your parameters. It defines any terms or concepts that you need and acknowledges possible issues raised by the question and explains your approach. It could include a comment on the importance of the topic. It may act as an overview in summarising the issues, to show an understanding...
Words: 1597 - Pages: 7
...There are so many events going on in the world today. There is a housing market issue, health care reform issue, and companies fighting for paid sick leave from their jobs. There are many more this is just to name a few. The housing market is going to start booming again for a short time. The health care reform created by Obama will continue to be an issue for a long time, and companies are fighting to get paid sick leave when they are ill. There are so many things that have changed in the world, and it sure is not what it used to be. First, the housing market is starting to come back to business, but it is taking some time. “Between 2002 and 2007, the population of prospective homeowners grew at an average annual rate of 2.5 million. Over this same time period, the number of households increased by average of 1.1 million. And to accommodate these newly formed households, homebuilders built an average of 1.7 million housing units a year” (Maxfield, 2013). That is great for some people. When the United States was in the recession, there were many of people that lost almost everything that they owned. Anyone that is looking to buying a home, or having one built should take careful planning before doing so. People should consider that the United States could go into another recession at any time. Is the person going to be able to afford their home? That is the number one question a person should ask themselves. There are many people that try to live outside of their means. Sure...
Words: 509 - Pages: 3
...Marketing Management MKTG5561; SE-2, 2015, Seminar 1 Dr Richard L. Gruner Assistant Professor 1 What is Marketing to you? 2 How many marketing messages are we exposed to every day? 3 3000-20,000* every day. most days of your lives. *Source:fluiddrivemedia.com/advertising/marketing-messages/ 4 5 So what can be done? 6 7 8 9 10 ...too often messages fail to stand out. 11 12 But marketing is not just about B2C communications. 13 Who is being targeted in this ad? 14 Nor is Marketing always about selling products. 15 Boycotting products... 16 17 18 And Marketing is not just about tangible products. 19 What’s the product in this campaign? 20 Behaviour Change 21 Can you think of other behaviour change campaigns? 22 23 24 25 26 AND! 27 Marketing is not limited to advertising and communications! Marketers need to be prepared to answer all sorts of strategic questions. Can you think of any? 28 [ ] Do we extend our product line/brand? [ ] How do we fight off a competitor? [ ] How do we push into new markets? [ ] Should we restructure our supply chain? [ ] Change or production processes? [ ] Raise our prices?.... It’s much more than just making ads. 29 In fact...“Marketing is Everything” (Regis McKenna). “Marketing is about all factors that influence a company's ability to deliver value to customers...
Words: 2301 - Pages: 10
...Outline: Introduction Unit 1: Chapters 1, 4, 5 Chapter 1 – Exploring the World of Business and Economics Chapter 4 – Choosing a Form of Business Ownership Chapter 5 – Small Business, Entrepreneurship, and Franchises Unit Exam Unit 2: Chapters 9, 10, 11, 6, 7 Chapter 9 – Attracting and Retaining the Best Employees Chapter 10 – Motivating and Satisfying Employees and Teams Chapter 11 – Enhancing Union-Management Relations Chapter 6 – Understanding the Management Process Chapter 7 – Creating a Flexible Organization Unit Exam Unit 3: Chapters 12, 13, 14, 15 Chapter 12 – Building Customer Relationships Through Effective Marketing Chapter 13 – Creating and Pricing Products that Satisfy Customers Chapter 14 – Wholesaling, Retailing, and Physical Distribution Chapter 15 – Developing Integrated Marketing Communications Unit Exam Unit 4: Chapters 2, 18, 20, 3 Chapter 2 – Being Ethical and Socially Responsible Chapter 18 – Understanding Money, Banking, and Credit Chapter 20 – Understanding Personal Finances and Investments Chapter 3 – Exploring Global Business Unit Exam Final Exam (cumulative) Your final grade will be based on: Four Unit Exams 40% (10% each unit exam) Final Exam 20% Case Study 10% Questions of the Day 20% Homework and class participation 10% Grades: A=94-100 A-=90-93 B+=87-89 B=83-86 B-=80-82 C+=76-79 C=70-75 D=60-69 F=59 and below ...
Words: 1187 - Pages: 5
...(Not including references) Introduction Sustainable marketing is the process of promotional activities that are specifically aimed at capitalising on the changing attitudes towards a brand. The changes in consumer attitudes are being accelerated by the introduction of firms practices and policies that look at the effect of the business on the environment, and reflects the firms level of concern for the community. “Organisations are becoming more adept at using green marketing to there advantage” (Wright,2008,p24) An attitude can be defined as a “physiological tendency” that is a view on a particular object that can be either positive or negative, “businesses are now concerned with developing favourable attitudes”(Foxall,2006,p67) . Attitudes are formed though a process of individual subjective evaluation, in a business context this involves an individual assessing the cost and benefit of a purchase. Emotional responses and individual beliefs also influence attitudes. A consumer durable is any type of product that is manufactured with the purpose of being used in the long term, opposed to many goods that are manufactured for short term use. Consumer durables are meant to be used regularly for a number of years before they need changed or replaced. “A consumer durable is a manufactured product that has a relatively long useful life, such as a car or a television” ( Wanger,2004,p177) In this essay I will draw on my own experiences of the purchase of a consumer...
Words: 1712 - Pages: 7
