...Analysis of Marketing Strategies of Gold Stone Based on the SWOT Theory College of Foreign Language Studies, Guangxi Normal University 200910501086 Luo Jifang Supervisor: Gong Min [Abstract] In recent years, with the fast evolution of the electronic industry and the increase of the consumer demand, a large number of electronic enterprises get the opportunities to expand. Among them, the growing of Samsung Electronics is the most surprising. Samsung Electronics is the biggest electronic company in the local Korea. Moreover, it is the only Korean brand appearing in the world top 100 brands. The 4Ps is the most classic marketing mix. And the 4Ps theory is often applied in various kinds of business researches to reveal the effectiveness and efficiency of marketing strategies. Based on this theory, from the aspects of product strategy, price strategy, place strategy and promotion strategy, the author attempts to analyze the marketing strategies of Samsung Electronics. The cutting-edge and fashionable design and excellent quality promise Samsung Electronics a full bloom. To take up the high-end market share, Samsung Electronics pays much attention to brand building. In order to change the cheap and imitator image in the eyes of consumers, Samsung modified its marketing strategies on a large scale. Due to the successful marketing strategies, Samsung Electronics grabbed another chance to prosper. [Key words] Samsung Electronics; 4Ps theory; Marketing strategies 基于4P理论的三星电子公司营销策略分析 ...
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...Introduction The theory of product lifecycle is one of the key components in the subject of marketing study. After Vernon put forward the theory of product lifecycle in 1966, it is widely used by companies to design marketing strategies, predict longevity of products and make product management. This essay is divided into three sections. In the first section, several definitions of product lifecycle and one explanation of the course of product lifecycle are presented. In the second section, strengths and weaknesses of product lifecycle are analyzed to point out what is the proper situation of adapting the theory of product lifecycle. In the third section, two case studies are provided to illustrate how the theory of product lifecycle drives marketing strategies. The abbreviation PLC will be used for product lifecycle throughout this paper. Definitions In this section, a number of definitions of product lifecycle theory are provided and an outline of the stages of PLC is demonstrated. According to a prominent researcher in strategic marketing, the PLC is “a generalized model of the sales trend for a product class or category over a period of time, and of related changes in competitive behavior.” (Buzzell 1966; Brassington & Pettitt 2000) The definition states that PLC provides a basic model for organizations to manage products and that sales and time are the two factors to change the period of products. Another definition defines PLC as “ a concept reflects the theory that products...
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...Marketing Name College Date Introduction Marketing is everything, says McKenna. It is the business aspect of doing market research about your targeted clientele and their preferences and then providing the superior customer value. It is the communicating to the customers or the market about your product or services and why the client partner or society should choose your product. According to Silk, marketing is the process by which a firm creates value for its customers, and value is created by meeting customer needs, hence, a firm must define itself not by the products it sells but the benefits customers get from it. Marketing is evolving and due to this companies shave to keep up with changing trends lest they are left behind by competitors, that is why there are earlier and contemporary approaches to marketing. There earlier approaches to marketing included mass production of a product to exploit economies of scale, product quality ensuring high quality products, focus on selling an existing product, then it came to customer focus, and currently we are on the holistic market where marketing acknowledges that everything matters in marketing of a product/service. Marketing Theories The marketing mix theory focuses on the 7 P`s. Firstly look at Product functionality and customer expectation of its performance. Secondly the product should be available in Places easily accessible to your target market. Third P is for the Price...
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...Conceptualization of Global Marketing Strategy and Its Effect on Firm Performance Shoaming Zou & S. Tamer Cavusgil Introduction The authors in this article develop a broad conceptualization of global marketing strategy, the GMS, that integrates three major perspectives. (1) The standardization, (2) configuration-coordination, and (3) integration perspectives of global marketing strategy. A fundamental proposition of international marketing is that a firm’s global marketing strategy has a positive effect on its global market performance. The purpose of the present research is twofold: First, the authors develop a broad conceptualization of global marketing strategy, named the GMS, to integrate the three major existing perspectives of global marketing strategy. Second, they attempt to substantiate the fundamental relationship between global marketing strategy and a firm’s performance by developing and testing a conceptual model that links the proposed GMS to a firm’s global market performance. They two questions the authors ask in this paper are: 1. What is global marketing strategy? 2. Does it matter whether a firm pursues a global marketing strategy? A brief review of the global marketing strategy literature Many researchers argue that global marketing strategy plays a critical role in determining a firm’s performance in the global market. In the current literature, there exist three major perspectives of global marketing strategy. These perspectives are...
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...J. of the Acad. Mark. Sci. (2012) 40:102–119 DOI 10.1007/s11747-011-0279-9 Marketing and business performance Neil A. Morgan Received: 28 July 2011 / Accepted: 1 August 2011 / Published online: 20 August 2011 # Academy of Marketing Science 2011 Abstract Academics and managers have struggled for many years to understand and delineate the role of marketing in explaining business performance differences between firms. Most of the theory base for any such attempts has to be informed by strategic management theory, since the primary question that strategic management seeks to answer is why some firms outperform others over time. This paper synthesizes three major streams of thought in strategic management with the empirical and theoretical literature on strategic marketing to develop an integrative theory-based conceptual framework linking marketing with firms’ business performance. Keywords Marketing strategy . Marketing resources . Marketing capabilities . Positional advantage . Competitors . Market performance . Financial performance Introduction The role of marketing in explaining firms’ business performance has received significant attention throughout the history of the marketing discipline. The need to link marketing with business performance has become more Acknowledgements Doug Vorhies contributed to much of the thinking represented in this paper—a version of which we set out to write together more than a decade ago but never got time to...
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...From Marketing Mix to Relationship Marketing: Towards a Paradigm Shift in Marketing Management Decision, 1994, Vol. 32 Iss: 2, pp.4 – 20 Christian Grönroos, Professor of Marketing at the Swedish School of Economics and Business Administration in Helsinki, Finland. Abstract Discusses the nature and sometimes negative consequences of the dominating marketing paradigm of today, marketing mix management, and furthermore discusses how modern research into, for example, industrial marketing and services marketing as well as customer relationship economics shows that another approach to marketing is required.This development is supported by evolving trends in business, such as strategic partnerships, alliances and networks. Suggests relationship marketing, based on relationship building and management, as one emerging new marketing paradigm of the future.Concludes that the simplicity of the marketing mix paradigm, with its Four P model, has become a straitjacket, fostering toolbox thinking rather than an awareness that marketing is a multi-faceted social process, and notes that marketing theory and customers are the victims of today′s mainstream marketing thinking. By using the notion of a marketing strategy continuum, discusses a number of consequences of a relationship-type marketing strategy for the focus of marketing, pricing, quality management, internal marketing and intraorganizational development. Briefly comments on the possibility of developing a general marketing theory...
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...ASSIGNMENT GET YOUR WORK DONE BY www.TopGradePapers.com Gu Pudding Brand Campaign Marketing Communications Bosh pG ra 2009 UNIVERSITY GET YOUR WORK DONE BY www.TopGradePapers.com To de Pa pe rs GET YOUR WORK DONE BY www.TopGradePapers.com Table of Contents Communications Opportunity Analysis: ................................................................................................. 4 List of Barriers ..................................................................................................................................... 4 Strong competition from Cadbury and Muller ............................................................................... 4 Aggressive marketing ...................................................................................................................... 4 More customer inclination towards Cadbury ................................................................................. 4 List of Opportunities ........................................................................................................................... 4 Market penetration ........................................................................................................................ 4 Participatory marketing .................................................................................................................. 5 Diet chocolate product range ......................................................
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...meeting their responsibilities for selecting, deploying, training, appraising, rewarding, relating to and retaining human resources. Learning Outcomes: On completing the module, students are expected to be able to: • Explain the contribution of the HR function to corporate strategy; • Discuss the processes of recruitment, assessment and selection; • Outline activities involved in developing human resources and facilitating learning; • Explain the link between rewards, motivation and performance; • Critically evaluate the changing employment relationship, assessing the role of trade unions and other forms of employee involvement. Module Content: • History of the HR function, theories and models of HRM; • The roles and responsibilities of stakeholders in HRM; • The changing nature of work, managing diversity, technology and flexibility; • Human resourcing: recruitment and selection, human resource planning; • Reward and performance management; • Employee relations, employment legislation, the legal framework for unionism; • Human resource development; managing learning, knowledge and change; • The integration of HR and corporate strategy. Teaching Format: One 2-hour lecture per week; Three 1-hour tutorials. Assessment: • Group coursework assignment (40%); • Individual written coursework assignment (60%). Text(s): Beardwell, J. and...
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...Marketing Management Preparing the literature: * Summarize the paper and discuss its core findings * Explain and define the core concepts (study variables) * Describe the contribution of the study (take away message) * Explain the reasoning/processes underlying the core predictions / hypotheses Analyse the research strategy * How did the authors attempt to answer their research questions? * What are the advantages/disadvantages of these strategies? * Put the respective research into a broader context? * Connect the study to practice – what is the applied value? * What are the conditions under which the study’s results are valid? * How can you transfer the results to other situations/applications? For the exam: Make a summary for every paper and learn this summary * 1 page per article * Answer the points mentioned on the last slide * Try to explain the paper to a third party in easy words * Check the tables: you should be able to find and interpret the core findings You don’t need to be able to: * Remember or describe the concrete statistical analysis methods (But you have to understand the core findings!) * Remember every single detail from the research design (But you should memorize the rough research approach!) * Remember every single construct in the conceptual model of a theoretical paper (But you should memorize some of them to be able to make examples and you should...
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...Samsung's Marketing Strategy in The Consumer Electronics Industry Assist in Its Development in China And America since 2000 ? The statements：This essay mainly designs a research proposal to studies the effect of Samsung's marketing strategy in the consumer electronics industry on its development in American and China since 2000. Introduction Samsung is one of the biggest enterprises in Korea. Though several decades of development, Samsung has rapidly expanded to become one of the largest companies in the consumer electronics industry. The marketing strategy is a process of creation and transmission of value (Lanning & Michaels, 1988). The marketing strategy has a great influence on the promotion of the product and the development of the enterprise. America and Chia are the largest and the second larger oversee market of Samsung respectively. Literature Review 1.1 External environment Macro environment is important for the development of enterprises. When the market strategy adapts to the macro environment, the enterprise generally develops rapidly. PEST model is usually used to analyze external environment of enterprise (CIPD, 2009). 1.2 The analysis of marketing strategy 4P theory is the core of the traditional marketing, whose essence is to better control the Marketing behavior (McCarthy, 1964). 4P theory will be used to analyze the marketing strategy of Samsung. Combined 4P theory with PEST model to analyze whether the marketing strategy of Samsung...
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...purpose of this research was to analyze how a niche strategy can be used by US textile and apparel companies to compete with lower priced imports. With the increasing globalization of the industry, it has been suggested that companies focus on products that offer a competitive advantage over commodity products (Standard and Poor’s, 2003). One way of doing this is to focus on specialized, or niche, products. The conceptual models used in this study provided a framework for specialization within trade. The trade theories examined were 1) Ricardo’s Comparative Advantage Theory (Ricardo, 1817), 2) Heckscher-Ohlin Trade Theory of Factor Proportions (Heckscher & Ohlin, 1991), 3) Posner’s Technology Trade Gap Theory (Posner, 1961), 4) Vernon’s Theory of the Product Life Cycle of Trade (Vernon, 1966), and 5) Porter’s Model of Competitive Advantage (Porter, 1998). Each of these trade theories predicts specialization as a result of trade. This means that as trade barriers decrease, a country’s resources will focus on those processes in which it has a competitive advantage. For the US textile and apparel industry, this means moving away from basic textile items used in apparel production, such as basic fabrics, and moving towards more focused and specialty products, which includes niche products. The methodology used in this study consisted of two phases. Phase I used a deductive research design with an aim to clarify niche strategy issues and provide breadth on the topic (quantitative...
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...6 7 8 9 10 11 12 13 14 15 16 Introduction to International Marketing The International Marketing Environment The International Marketing Information and Research Process International Competitive Marketing Strategies Market Selection Decisions and Entry Strategies Management of Exporting and Importing International Marketing Operations and Planning Product and Brand Decisions for International Marketing Service Strategies for International Marketing International Channels of Distribution and Logistics Management Pricing Decisions in International Markets Integrated International Marketing Communications International Business-To-Business Marketing Retail Internationalization and Marketing The Internet and International Marketing Ethics and International Marketing Index xix xxi xxiii xxiv 1 34 68 104 138 172 209 239 274 303 335 367 401 430 454 478 507 Contents List of figures List of tables List of mini case studies Acknowledgements 1 Introduction to International Marketing Introduction The nature of international marketing Contextual determinants of international marketing Historical development Definition of international marketing Relationship with other business fields A theoretical framework for international marketing Approaches to internationalization Factors causing internationalization The process of firms’ internationalization A holistic approach The motivation for firms to go international Trade theories and economic development Absolute advantage Comparative advantage...
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...An Evaluation of Marketing Practices Used by Apple Inc. In the last few decades, with the advent of personal computers (or PCs), a handful of companies have battled for a market share in this continually growing industry. One such company, Apple Incorporated, has proven to be exceptionally innovative and successful at creating product lines that easily distinguish themselves from competitors’ products. Apple, under the leadership of CEO Steve Jobs, has even begun to diversify its production, and in recent years, includes everything from music and entertainment software to numerous electronic appliances. Across all its different business sectors, Apple has been widely praised as being creative and original in its advertising and marketing strategies (insidecrm.com). It can be argued that Apple’s massive success and profitably are strongly connected to the company’s ability to accurately ascertain what the public wants and effectively market their products to customers. This paper will outline different marketing policies and strategies used by Apple Inc and compare them to academic marketing theories such as the Marketing Mix, Relationship Marketing and Marketing Warfare. As one of the older and more prominent theories discussed here, the 4-P Marketing Mix was created by E. Jerome McCarthy in 1960, which incorporates the aspects of product, price, place and promotion. In terms of products and services, Apple Inc’s main sources of revenue are from sales of PCs and laptops...
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...The feasibility for SONY to develop low-end versions of its video games in UK market from the perspective of marketing 2.0 Aims and objectives: 1. Obtain a preliminary understanding of the target market environment of SONY (1) Understand the basic development conditions of the UK game market. Is it a mature market or an emerging one? (2) Understand SONY's main products in the UK game market. Is there a market for lower-end video game products of SONY? (3) Understand the sales of SONY’s video game in 2013 in the UK. Is it impressive in the industry today? (4) Understand the conditions of main contenders of SONY. Compare the sales between SONY and its main competitors in 2013. (5) Understand the market share of the low-end video games developed by SONY in the UK. Is there a market for it? What kind of consumers prefer to buy such products? 2. Analyze the establishment of a viable product marketing mix of SONY in the low-end market from the perspective of 4P marketing theory. Price (1) What is the consumer expected price (2) What pricing strategy is appropriate for SONY (3) Estimate whether the product can bring profit Product (1) How to position a suitable product to meet market demand (2) How to increase the competitiveness of the products with an outstanding product concept. Place and promotion (1) How to select ideal sales locations to boost sales (2) What promotional tools would be appropriate? Through the answers to the first part of questions, it can be known...
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...gill Marketing strategies (Promise or Pay) Contents Introduction 3 Task 1: Whom to target in the market…………………………………………………………………………………………………………………………………………………….3 Task 2 :Connecting with customers through positioning strategy……………………………………………………………7 Task 3 Developing marketing plans and Strategies…………………………………………………………………………………10 Task 4: Alliance with other Companies…………………………………………………………………………………………………. 13 Conclusion:…………………………………………………………………………………………………………………………………………… 15 Reference………………………………………………………………………………………………………………………………………………16 Introduction This report is based on Promise or Pay Company that intends to conduct market research to campaign the service that is dealt by the organization. The aim of the company is to promote charity work and to make it interesting and effective through different techniques. As Promise or Pay combines achieving a goal and share with others by enabling individuals to make a public promise to do something and if they fail to follow then they will pay a nominated amount of money to the charity. Marketing strategies are quite an important factor that can help the management to progress and acquire new and effective markets in order to fulfill their goals. By implementing effective marketing strategies, the company prepares and plans for systematic designing, collecting, analyzing...
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