Introduction The present paper is aimed at comparing two companies – Jetstar, subsidiary of Qantas Airways, and Virgin Blue, subsidiary of Virgin Airways – in terms of the competition issues they face and analyze other problems and risks that can arise if the companies formed a combined marketing arm. The...
Introduction Marketing strategies that businesses utilize to develop their products or services are aimed at the facilitation of the processes both within and outside a company. To assess the environment in which the company evolves, it is essential to apply some specifically developed methods and procedures capable of objective detection...
Executive Summary This is a report comparing internet marketing and interactive marketing. Apart from this comparison, the concept of Web2 applications, their relevance, and examples have been provided. The ethical issues of online marketing have also been discussed along with guidelines for developing websites. The report is useful for organizations...
IRIS Financial Solutions is a networking company for banks, medical, dental, and small businesses. IRIS financial solutions is offering various services such as in data and voice wiring, operating systems and applications, Internet access, Web site, Intranet for customers and suppliers and phone system to meet all the evolving needs...
Introduction Travel industries today emerge with the use of sophisticated technologies in order to operate more productively and apply strategic marketing in a more effective way. Previous writings showed that today’s travelers look for high-end travel services, information, products and what is worth their money. The surfacing of new products...
Define marketing and marketing management and discuss the scope of marketing The formal definition of marketing according to the American Marketing Association is that “marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that...
Introduction Consumers are progressively aligning themselves more with social responsibility, predominantly on the environment. Consumers are taking action as they get more involved in social causes than they were earlier and expect their brands to do the same. The major issue that consumers are concerned about globally is protecting the...
Background of research Marketing is vital in all types of organizations and in order to be successful, there is the need to incorporate the marketing mix. The marketing mix elements are product, price, place and promotion. The product is main attraction of customer and the product features make it stand...
Introduction Marketing mix involves various concepts of marketing and it refers to the marketing policy and strategies that involves a combination of tools in delivering a product to the consumer. It helps competing companies in a specific target market segment to manage their market through the policy tools. The marketing...
Discussion Marketing research is important tool of every company to examine and investigate market situation, competition and consumer demands. Since market environments specify the conditions that internal and external organizational arrangements must meet, market forces have a great influence on the total organization. T. G. Maxx is one of the...
Abstract The concept of brand loyalty is not very difficult to understand, some people become loyal to a brand just because they think that there is no other better brand in the market, while the others think that the services offered by their favorite brand comes at a reasonable price...
Introduction Internet marketing is also known as online marketing, Internet advertising, web marketing, or eMarketing which significantly signifies a business transaction and various marketing of products through the use of the internet. Marketing over the internet works together with the artistic and technical sense of the internet. These comprise web...
Introduction Bangladesh is one of the most impoverished countries, located in South Asia. It has a population of 133 million people, majority of who, live below the poverty line. Economic Growth Bangladesh was one of prosperous countries in the Indian sub continent with high economic growth potential prior to colonization...
In the competitive and ever-changing environment of modern markets, customer loyalty is an expensive commodity to have. With the availability of multiple replacement products and services, customers often choose the company they know and trust. Thus, cultivating meaningful relationships with customers is paramount in order to retain market shares. The...
Introduction Wendy’s is an international chain of fast-food restaurants which operated in the US and in the international markets under the brand name of Wendy’s. The primary operations of the company are present in the United States with headquarters in Dublin, Ohio. The company is famous for its old-fashioned hamburgers,...
Summary This essay provides an insight into various strategies that companies execute to shape up their marketing efforts in the face of contemporary market places that have become extremely competitive and dynamic. Digital promotion is highly regarded as it facilitates faster information exchanges, which underpin the supplier-consumer feedback process. In...
The Power of Consumers The advent of the Internet, and online marketing, specifically, has challenged the domination of traditional brick-and-mortar stores with regards to consumer choice. Platforms such as Amazon sometimes make it easier and cheaper for a person to order an item and have it delivered than to go...
Introduction Communication is one of the critical tools for success in any competitive business environment. According to Holtzhausen and Zerfass, the ability of a firm to remain sustainable in its operations depends fundamentally on its internal and external communication strategies (90). A firm should know how to engage with the...
Introduction Since historic periods, marketers and business people have been striving to increase their sales volumes and profit margins using various marketing approaches. In the 21st century, companies and business entities have changed their marketing approaches in a manner that places the customer as the king or the queen in...
Executive Summary Marketing is a major activity that drives firms to success. Appropriate marketing strategies are critical in bringing in consumers. There are several methods used by companies to enhance marketing initiatives. Some firms have opted for traditional print and broadcast strategies. These companies have been hiring creative minds to...
In the highly competitive modern marker, effective promotion is a very important part of the industry. This concept describes all of the activities that are used or need to be used to spread the knowledge about the product to its target audience, and to increase the public interest in it....
Introduction Evolution is an integral aspect of marketing especially considering that the business environment is constantly changing. Digital marketing uses various media, which did not exist sometime back, and it is hard to predict to what marketing will evolve in some years to come. Being one of the rapidly growing...
Executive Summary The purpose of this report is to present findings on the opportunities and challenges offered by digital marketing to organizations. The reason for the timely research is to increase digital marketing of organizations in reaching the consumers. The main findings include that digital marketing, which transforms marketing by...
The world today has become very competitive such that management of organization has been advised to produce quality goods that can meet the needs and wants of the consumers. In order for organizations to remain in business and be competitive they should carry out extensive research about all important strategies...
Introduction The marketing mix has several specific targets that can all collate together. The strength of the four P’s approach is that it represents a memorable and practical framework for marketing decision-making. This can help to keep staff motivated and moving in the same direction but for too many people,...
The Internet and the development of WWW have changed communication patterns and greatly impacted marketing channels and techniques. Digital marketing proposes opportunities for companies to reach their target audiences faster and at a low cost. This connection between good levels of customer service and good levels of customer satisfaction and...
Introduction Retail marketing has over the past few years increase significantly as firms fight for survival and growth within there respective industries. Firms also strive to remain international in scope and these businesses are faced with many challenges in their current business undertakings and there is a need for them...
Introduction If we analyze then we come to know that international marketing has become an extremely significant concept for businesses in the world where international deal is a common thing and that expanding trade outside the domestic market is the next rational step for prominent companies in today’s trade norm...
Introduction Before any major changes are made in a business it is good to undertake market research to determine the effect the change will have on the business. Market research ensures that the business does not face for instance undergo financial problems because of poor research. The problems might arise...
Introduction This is a research paper aimed at studying the diversity in the trends through which marketing management systems support has evolved. It’s a study focus aimed to relate the different phases in this technological evolvement with the relation in the market systems. Since the emergence of the marketing management...
Perfect Competition In order, a market to be described as perfect several factors must be satisfied. Therefore, I describe perfect competition as a market structure where there a large number of buyers and sellers such that no individual buyer or seller can influence demand, supply, or price, and no firm...
Defining Corporate Social Responsibility CSR as a phrase has been more and more commonly used during recent years. CSR is a tool, which contains several issues and has a wide variety of definitions. When looking at some of the definitions we can see that CSR takes several aspects into consideration....
Introduction With the advent of globalization, geographical boundaries are slowly dissolving, leading to great integration of markets around the world. Increasing market size is leading to increased competition and a need for more efficient utilization of marketing resources. Towards reaching this end, there is an expanding interest in identifying actionable...
The soft drinks market in the UK has been growing fast over the past years. Beverage companies are moving away from alcoholic drinks to curve niche in soft drinks markets. Furthermore, new companies being established to cater for this unexploited market. The increasing growth can in part, be attributed to...
Introduction Customer service has always been an important part of a company, but today it has become indispensable. According to Hayes and Dredge (1998), customers have a lot more freedom of choice today than they had ever before, and the market for any product or service is highly competitive. This...
Introduction Relationship marketing does not mean having a relationship with a customer like the one similar to simple friendships. It simply means treating marketing as a concept that continues wit time. All the tactics involved in this type of marketing will be based on the lifecycle of the consumer. Relationship...
Introduction The question, “why do people love Apple so much?” boils down to consumer behavior. Consumer behavior is a complex process that goes beyond simply buying. Consumers use these to satisfy their needs and therefore these processes have a greater impact on the consumer and society at large. In an...
Introduction Digital marketing has become one of the most important tools for gaining competitive advantages in virtually all industries. Digital marketing has benefited from rapid technological advancements that led to new ways of communication and accessing data or information. New digital marketing platforms such as the social media are increasingly...
Executive Summary Emirates Airlines is a United Arab Emirates (UAE) based airline company, offering the service of domestic and international flights. This proposal examines the critical offering of Emirates, the demand for its services, and the value the organization provides to its customers. The main idea of this strategic marketing...
Introduction Pricing and competition are key concepts in the success of any company. Pricing helps in ensuring that the products produced by the company are being offered in the market at the most appropriate price, in consideration of all factors of production and the other competitors. Competition ensures that a...
The value or secondary data Secondary data is the data is collected by individuals or agencies for purposes other than the study of particular research. For instance, the survey of family food expenditures conducted by a government department could be used by a food manufacturer to evaluate the organization’s total...
Introduction The market for smartphones is actively developing across the globe, and it is characterized by intense competition among such companies as Samsung, Apple, HTC, and Huawei among others. In the United Kingdom, Apple’s market share is about 50%, while the second-largest competitor is Samsung with a market share of...
Introduction A consumer’s perceived value of a given product determines whether the customer will remain loyal to that product or not. Meeting customers’ expectations of a given product is not enough, and there is a need to delight the customers by exceeding their expectations (Hawkins, Best & Coney, 1995). This...
On the Basics Marketing is the strategic idea of connectedness with customers. Identify and discuss how your company connects with its customers Marketing has been redefined to a significant extent within recent years. It has evolved from mere conveying of messages to customers into building connections with them through more...
Introduction A service can be defined as an indefinable product. It is the act of performing something for the sake of someone or something. A service differs from a product in that; a product is tangible whereas a service can not be touched. Another difference is that a product can...
Abstract This paper discusses the advantages and disadvantages of using technologies within the hotel industry. It was aimed to depict the technologies that have helped improve customer experiences regarding the hospital industry. First, the technologies from which hotels can benefit in their everyday operations were discussed. Second, it was explored...
Introduction This essay is comprised of seven segments which discusses marketing events of different companies in relation to the concepts of consumer behavior. The issues are discussed under each segment as below. American Express (AMEX) It makes and sells credit cards to its customers. The company makes a variety of...
Introduction The last part of the plan had specific issues but was generally satisfactory. Therefore, the creative process can continue, and the formulation of the various strategies may proceed into the next stage. This paper will improve upon the current pricing and branding strategies and develop an integrating marketing plan...
Introduction Car mechanical service industry is at an interesting stage in its development, and it is critical to investigate the factors that affect the decision-making process of its customers. Currently, this business faces some challenges. It is being disrupted by modern technologies that many companies in this industry still refuse...
Executive Summary Service marketing is getting very competitive in the current market. Players in this industry are faced with several challenges in the market. The main challenge that firms in this industry face are the ability to maintain customer satisfaction. The visit made by the researcher to a restaurant led...
The marketing mix The principles of marketing revolve around the governance of the major components of the marketing mix concept. The marketing mix is the process by which organisations promote and market different products simultaneously (Jonathan 2008). Furthermore, the marketing mix is made of product, price, promotion, and price. However,...
Introduction Overview The main aim of any research work is to provide answers to generally asked questions and to add to the body of existing knowledge. Research is a key instrument used in nearly all disciplines to gather information. Therefore, market research is all about collecting market information to assist...
Introduction A marketing mix is a tool in business used majorly for marketing products, especially to determine a brand or products’ unique selling point. The need for a product to be distinct among many competing businesses is elaborated by this business tool. This business tool can also be used by...
In the product market, market structures affect how an entrepreneur prices their products and the amount (output quantity) of product to deliver in the market. The goal of every entrepreneur is to make profits, and profit maximization is the objective of all producers of goods or services. The exploration represented...
The world oil market is a complex system in which producing countries and importers participate, and the price of oil and economic fluctuations depend on their interaction. The last five years are characterized by a noticeable crisis in the current structure of the oil market, which is reflected in the...
Introduction A good marketing strategy is a key element of success for a company. If used correctly, advertising has the potential to increase sales and establish brand awareness, thus allowing the business to grow its profits. For decades, marketing researchers were performing studies to determine the most effective marketing strategies...
Abstract Changes experienced in the global economy have transformed the lifestyles, behaviors, and expectations of many people. Researchers who have been observing these changes have managed to develop new theories that can be applied in the field of marketing. This report describes the importance of market segmentation and how it...
Introduction Research Background Social media has played a key role in communication liberalization across the globe. As social media communication becomes part and parcel of interaction in the present world, Emirati male college students are not left behind. The young students use social media as a tool for peer interaction...
Introduction Market research refers to the process of gathering and analyzing information regarding various market dynamics for the purpose of solving business problems (Hamersveld & Bont 2008). Businesses collect information on various market aspects that affect their operations. The process involves several steps namely specification of information, development of research...
Introduction The phenomenon of marketing has been in existence since the inception of trade relationships due to the intrinsic desire to represent a product in a more advantageous light than those of competitors. The concept of marketing as the means of appealing to target demographics has not changed drastically since,...
Abstract The past two decades have placed much emphasis on sustainability practices within different industries. In 2017, half of the top 100 fashion brands implemented a sustainable approach in their practices (McKinsey, 2017). Fashion as an industry highlights sustainability as a part of its social and environmental movements. Conversely, emphasis...
Brief Overview The Bottom of the Pyramid (BOP) is a socio-economic notion of a large sector of four billion poor people. BOP markets have been unnoticeable, untapped, and unexplored attributable to obstruction by environmental hindrances that bar the recognition of their potential since their purchasing power parity is below $1,500...
Servicescape is a model that puts its onus on understanding and explaining how customers and employees interact with the environment where the service takes place. The model argues that the environment of a service has a powerful impact on both the client and the employee: it shapes and transforms the...
Introduction The internet has become a global phenomenon in the whole world with those benefiting from it declaring it the greatest inventions of the 20th century. The internet has made the world a global village by creating a network of connections that has so far made communication become very fast...
Product Life Cycle A typical product that has gone through a product life cycle is Colgate. Colgate’s Ribbon Dental Cream was the first ever product to be introduced in the market way back in 1896. However, new Colgate creams were later ushered into the marketplace. This led to the disappearance...
Introduction The relevant market plan is aimed at providing a consistent outline for Toyota’s activity and some guidelines for increasing the efficiency of its performance. The report contains a detailed analysis of its internal and external activity, the marketing strategies that the company uses, the marketing mix aspect and SWOT....
Executive Summary Google Company is an American-incorporated global organization that offers various internet-related products and services. It started by offering web search services. After its IPO, it focused on the development of Gmail, Google Maps, and Docs, among others. Google’s major income generator is Ad Word. Appendix 1 shows how...
Mature Mortgages Segment Customers in this segment comprise 17.3% of the total client base of the firm as this is indicated by the segment composition of the Society’s total customer base. The segment is aware of the products offered by the building society. The building society could communicate its products...
Introduction Thriving in a dynamic and competitive business environment calls for the implementation of rigorous marketing strategies. Communications mix is a set of methods that a company uses to inform their customers about their products. The use of the appropriate tools to exchange information positively affects the number of sales...
Examine the few definitions (at least two) of marketing and explain the marketing process with an example drawn from your chosen organization Marketing is an old concept that has been defined in many different ways. Different definitions demonstrated the extent to which marketing continues to evolve with the growing knowledge...
Price Price is defined as the quantity of payment that one party gives another in exchange for some good or service. In economics, it is referred to as the ratio of good quantities that are exchanged for each other. The price of any commodity is influenced by many factors but...
Marketing Planning Stakeholders’ participation in the marketing planning process Stakeholders participate in the marketing planning process by providing the top management team with ideas about the market needs, market structure, and other details required to structure the marketing system for a successful process. The top management team collects information from...
Abstract This paper aims to explore and discuss how marketing research and forecasting can be executed using social media tool. In order to attain these objectives, the existing social marketing publications have been analyzed. In addition, marketing analysis within the industry have been incorporated in the study as part of...
Introduction The company was established in 2011 by two brothers, Paul and Rob Forkan who lost their parents in the tsunami tragedy while on holiday in Sri Lanka in 2004. They were inspired to set up the company to raise funds for the charity to assist orphans in Asia and...
Despite of the fact that the products of Icebreakers has a number of unique selling propositions, which are extremely authentic, highly differentiated, very much comfortable and unique, the demand of the apparels throughout the world is not too impressive. This is mainly because the company has not focused on its...
Introduction Founded in 1997, Chery Automobile Company Limited is a Chinese home-grown firm that manufactures and markets automobiles. Being a Chinese leading passenger vehicle exporter for a duration spanning over a decade, Chery, according to Zhang and Ziajing (2013, p. 179), is presumed to be on a path of creating...
Introduction Economical and social responsible purchasing behaviours of consumers have become significant determinant of consumer behaviour. Analysis of consumer behaviour is carried out in a systematic manner using various consumer behaviour theories and models. Consumer behaviour theories have been applied to study consumer behaviour; however, gaps still exist between the...
Abstract Latest empirical researches in service industry have conclusively established that there is direct link between customer satisfaction and quality of service being offered. On the same note, restaurant businesses are no exception and as a result, researchers have identified several elements that customers use to gauge the quality of...
Introduction The sphere of goods and services promotion as one of the most rapidly developing sectors requires the active involvement of relevant strategies and techniques providing the assessment of significant factors. Marketers resort to various resources, including both theoretical aspects, for instance, the modern principles of preserving customer interest, and...
Channel Management Channel management is the process by which producers and their suppliers reach out to various consumers of their products and services. They do this by use of various methods and techniques that aim at ensuring that they reach out to as many consumers as possible to maximize the...
Introduction Operating in the environment of the global economy is a challenging task that requires addressing a variety of factors affecting entrepreneurship on several levels. More importantly, integration within a particular market requires that a well-put-together strategy should be adopted to address a target customer. Although the framework designed by...
Relationship between channel management and the marketing mix The marketing mix is a combination of all the marketing functions managed through the marketing channel. The five main elements of the marketing mix are products, prices, people, programs, and physical distribution. The marketing channel is the entire continuum of activities used...
How the Internet and related technologies improve marketing transactions by adding value that benefits marketers and/or customers The three examples that demonstrate how internet and related technologies add value to marketing transactions and benefit marketers and customers espouse creation of a platform where customers and marketers interact and understand their...
Introduction Apple Inc. has emerged as a revolutionary company in the consumer electronic market, especially after the launch of its key gadgets in 2010 (Maha 2013). In the succeeding year, the global market tag for Tablet PC alone was rated at $35.3 billion; this is expected to grow exponentially in...
Relevant Marketing Information Industry definition As a medium-sized fashion player specializing in sports footwear, Sportzshoo plc ventures in a market involving competition from different levels. Two decades of a dealership in sport’s shoes provide the company with a suitable industry footing for future operations. The industry presents a sensitive market...
Introduction The concept of business research is very dynamic and congruent in any business environment. The aspect of business research involves a strategic inquiry into a phenomenon to establish the reality or evidence that might have catalyzed the situation. In the contemporary business environment, the aspect of business research has...
Introduction This paper is based on the topic of marketing. It seeks to explore how the internet is a useful tool for companies to market their products and services. The paper is centred on the argument that having the means to reach a big number of targeted customers in a...
Introduction The era of globalization creates many opportunities and threats to the companies that operate worldwide, and Meeras is one of them. Nonetheless, apart from focusing on the international trends, the company’s focus on the UAE target market helped Meeras remain competitive in the market and have outstanding financial performance.1...
Executive Summary Customer service is one of the most important duties of any marketer. A marketer has the responsibility to ensure that customers get the best service from the firm. Customer service comes in various fronts. The ultimate goal of every marketer is to have a satisfied customer. Customer satisfaction...
Definition of Marketing Many people consider marketing to be a general concept focused on advertising. However, as is evident from a publication by the Chartered Institute of Marketing (2017), marketing is a broad discipline that involves the process of providing the appropriate goods and services to the right people. Relative...
Abstract A marketing information system is a compilation of measures and techniques for customary scheduling, compilation, examinations, and presentation of data for use in coming up with marketing choices (Brdesee & Corbitt, 2013). As such, the research report below focuses on the effect of marketing information systems on sales performance...
Introduction Marketing has gained a new twist in the recent past. Initially, marketing was given an inward approach. Business units emphasised production. The main concern was to produce as much as possible and then look for the market. This has changed as consumers are becoming more aware of their needs....
Segmentation in the hotel industry Businesses use various segmentation bases in targeting the different groups of consumers. These segmentation bases include; first, psychographic segmentation, this is usually based on psychological factors whereby product positioning is done by incorporating activities, opinions, interests, attitude, and values of consumers to the end product...
Executive Summary Whole Foods Market is an American company that specializes in the production and sales of natural products. The company has branches in the United Kingdom and Canada. Whole Foods Market has spotted a void amid high-end consumers who prefer quality organic products in China. It intends to fill...
Current Issues KACEN is a pharmaceutical company currently experiencing issues due to previous mismanagement of sales. As a result of previous mismanagement, a large audience of clients has been left with a negative impression of the company, leaving it open to attacks from competitors. Approximately 56% of all the potential...
Introduction This report will discuss an integrated marketing communication strategy for Canterbury of New Zealand or the Canterbury Clothing Company. According to Lewis, Larner, and Heron (2008), Canterbury of New Zealand is an apparel company that specialises in the production of rugby kits. The company was established in 1904. Currently,...
Abstract In airline industry, the level of customer satisfaction depends on the customer experience and it is a key to success and for sustainable growth of a business. Customer satisfaction is proved as an indicator to gain market share. Therefore, it is important for airline companies to recognize the customer...
Introduction Marketing, both discipline and as practice, has gone developed in theory as well as in practice as explained in existing scholarly literature (Wind & Robertson 1983). Hollander, Rassuli, Jones & Dix (2005) agrees and asserts new theories and paradigms have emerged due to new and dynamic marketing needs of...
Introduction As of now, markets are overflowed with numerous items and services that are feebly separated. Predominantly, organizations have the ability to duplicate items and services from their rivals. Additionally, numerous items sold in the business sector perform generally comparable tasks. Case in point, both LG Washers, and Brands Mart...
Identification of the problem Marketers today are matching the prices of the products and services they offer to their customers based on the desires of an individual customer instead of the entire marketplace. However, even though most companies recognize the fact that different customers place different values on goods and...
Introduction Organisations continue to witness a new wave of change as a shift from offline to online channels marks a whole new era for marketing brands. The online environment presents numerous advantages over offline marketing. The most outstanding benefit of the new dimension of marketing is the ability of brands...
Executive summary Apple Inc. was launched in the year 1976 (Grady, 2009). Its headquarters is situated at in Cupertino, California in the United States of America. In the beginning, the company was dedicated to designing and selling personal comp,uters. However, the company has extended into developing, designing, and selling consumer...
