Browse our collection of papers in
Marketing Theory
C/M/2308. An examination of market orientation and Kellogg's
- WORDS:
- 1500
- DATE:
- 2011
- PRICE:
- 19.99 GBP
This paper focuses on Kellogg’s part of the cereal industry and answers a range of questions on market orientation. The first question is “How should an organisation, like Kellogg’s, reorient its activities and organisation to reflect “market orientation?” What are the advantages to the organisation, to become “market oriented”? The second question is “What is the difference between primary and secondary research? How can Kellogg’s use quantitative and qualitative research to reduce the risks of new product launch?” The final question asks “What are the risks of brand extension? How will Kellogg’s evaluate if a new product should be launched as a new brand, or as a brand extension?”
KEYWORDS: Kellogg’s, cereal industry, market orientation, new product launch, brand extension!,
C/M/2252. Is Political Marketing an Effective Approach to Election Campaigning?
- WORDS:
- 2950
- DATE:
- 2011
- PRICE:
- 29.99 GBP
This paper examines whether political marketing is an effective approach to election campaigning. The paper defines political marketing, and outlines the role it plays as well as identifying ways in which it can be described as useful during election campaigns. The next part of the paper assesses the strategic choices involved in designing election campaigns, some of which include cost, distribution, public relation management, fund raising, and campaign management.
KEYWORDS: Political marketing, election campaigning, cost, distribution, public relation management, fund raising, campaign management,
C/M/2218. Strategic marketing perspectives
- WORDS:
- 1100
- DATE:
- 2011
- PRICE:
- 19.99 GBP
The paper examines various aspects of strategic marketing providing information on the theory of customer value and customer relationship management (CRM), market positioning and effective branding strategies, and the role of formal planning in strategic decision making. The paper has no references.
KEYWORDS: Strategic marketing, customer value, market positioning, formal planning,
C/M/2217. Application of marketing concepts by Virgin Media
- WORDS:
- 3050
- DATE:
- 2011
- PRICE:
- 39.99 GBP
The paper examines the importance of customer focus (CF) in marketing using a case study of Virgin Media. The concept of CF is defined discussing its evolution and analysing CF application by Virgin Media along with the application of other marketing concepts, i.e. niche marketing, mass marketing, relationship marketing, services marketing, integrated marketing communications, etc.
KEYWORDS: marketing concepts, Virgin Media, customer focus, niche marketing, mass marketing, relationship marketing,
C/M/2107. Review of marketing strategy taxonomy and frameworks by El Ansary
- WORDS:
- 3550
- DATE:
- 2011
- PRICE:
- 39.99 GBP
The paper reviews the article about marketing strategy taxonomy and frameworks by El Ansary
KEYWORDS: Review, Marketing strategy: taxonomy and frameworks, El-Ansary,
C/M/1636. How do organisations create value through marketing?
- WORDS:
- 2000
- DATE:
- 2010
- PRICE:
- 29.99 GBP
The paper examines the methods of value creation through marketing as a facilitator of products and money exchanges. The concepts of “value” and “value creation” are explored with reference to theoretical literature, approaches to value creation are described including the techniques of relationship marketing, knowledge management, social media and e-commerce. Marketing value adding practices of IBM are discussed.
KEYWORDS: Marketing, value creation, added value, IBM,
C/M/1619. Analysis of Market Orientation Measurement Scales
- WORDS:
- 1500
- DATE:
- 2010
- PRICE:
- 19.99 GBP
This paper discusses the pros and cons of marketing orientation measurement scales, and how they can be used by organisations. The paper begins by defining marketing orientation, and explains measurement scales giving examples. The advantages and disadvantages of marketing orientation measurement scales are discussed. The paper then summarises all of the points made.
KEYWORDS: Marketing orientation, measurement scales!,
S/E/212. To what extent will the current economic downturn bring price further to the forefront of the marketing mix?
- WORDS:
- 1950
- DATE:
- 2009
- PRICE:
- 19.99 GBP
The paper looks at the current economic downturn in the UK exploring the impact of the recessionary pressures on prices and arguing the consequences of price domination for the marketing mix. The phenomena of recession and stagflation are explained focusing on the issue of pricing.
KEYWORDS: Recession, stagflation, price, inflation, marketing mix, economic downturn,
C/M/1218. Strategic marketing for nonprofit sector: theory and case study of WWF
- WORDS:
- 2800
- DATE:
- 2009
- PRICE:
- 29.99 GBP
The paper looks at the marketing characteristic of the nonprofit sector discussing the marketing methods used in international nongovernmental organizations (NGOs), and touching on the issues of brand management, advertising, e-business environment, e-loyalty frameworks, etc. Examples of World Wildlife Fund (WWF) marketing practices are analyzed.
KEYWORDS: NGO, nongovernmental organizations, nonprofit, not for profit, marketing methods, e-loyalty, brand, WWF,
C/M/1171. Product Marketing
- WORDS:
- 1000
- DATE:
- 2009
- PRICE:
- 19.99 GBP
The paper examines the difference between product and service marketing explaining the use of the marketing mix (4Ps) perspective, discussing the role of trends in product policy, comparing the approaches to branding and positioning in different countries, and assessing the need of new product development.
KEYWORDS: Marketing, branding, positioning, new product development, marketing mix,
C/M/1049. Promotional Marketing
- WORDS:
- 2000
- DATE:
- 2009
- PRICE:
- 29.99 GBP
The paper addresses the problems faced by conventional advertising examining the current trends in consumer behaviour and evaluating the efficiency of various marketing strategies. New models of promotion are presented and analysed as key determinants of successful brand performance. The shift from conventional marketing to other types of promotional marketing, i.e. sponsorship arrangements and e-marketing, is explained making references to the changes in emotional attitudes, purchasing channels and emerging life styles.
KEYWORDS: Promotional marketing, consumer behaviour, conventional advertising, e-marketing, strategic brand management,
C/M/1053. Marketing Mix is Crucial to Managing Marketing Performance
- WORDS:
- 740
- DATE:
- 2009
- PRICE:
- 9.99 GBP
The paper validates the importance of marketing mix in improving organizations' marketing efforts. Customers' and competitors' perspectives are considered, different routes of bringing products to the markets are analyzed.
KEYWORDS: Marketing mix, Market share,
C/M/1079. Role of Marketing and Selling in today's Firms
- WORDS:
- 2600
- DATE:
- 2009
- PRICE:
- 29.99 GBP
The paper examines the role of marketing and selling in today's firms reviewing the ideas of Drucker and Levitt who perceived the functions of seller and marketer as distinct. Traditional approaches to marketing are contrasted to relationship marketing and a 'push versus pull' approach.
KEYWORDS: Traditional marketing, marketing mix, relationship marketing,
S/M/442. Strategic marketing management
- WORDS:
- 2300
- DATE:
- 2009
- PRICE:
- 29.99 GBP
The paper examines the concept of strategic marketing providing definitions of marketing strategy, segmentation, targeting, positioning (STP), differentiation, etc. The importance of brand positioning is emphasized drawing examples from the mobile phone industry and discussing the market structure of mobile phones.
KEYWORDS: Strategic marketing, segmentation, targeting, positioning, mobile phones,
C/M/986. Marketing Intelligence System
- WORDS:
- 2500
- DATE:
- 2009
- PRICE:
- 29.99 GBP
The paper looks at the significance of market information for companies' success examining the services of marketing intelligence (MI) systems, the MI process, sources of information, ways of collecting and analyzing intelligence, the impacts of MI systems, etc.
KEYWORDS: marketing, intelligence, system,
C/M/756. Political Marketing: Literature Review
- WORDS:
- 5300
- DATE:
- 2008
- PRICE:
- 59.99 GBP
The paper offers a review of literature on the tools and techniques of political marketing (PM) identifying the key themes and concepts of PM, comparing it to commercial and mainstream marketing, discussing the factors behind the voters' decisions, arguing the value of PM and addressing methodological issues of the PM studies highlighting their gaps, weaknesses and research prospects.
KEYWORDS: Political marketing, voters, commercial marketing,
C/M/841. How do buyers make their decisions?
- WORDS:
- 1300
- DATE:
- 2008
- PRICE:
- 19.99 GBP
The paper examines the mechanisms of purchase decision making describing Maslow's motivation model and how at can be used by marketers, examining the model of consumer decision making in choosing a brand, and exploring the levels of stimulus needed for a purchasing decision.
KEYWORDS: Buying, purchase, consumer decision making, motivation, Maslow, brand, threshold,
C/M/883. Insights into experiential marketing
- WORDS:
- 3000
- DATE:
- 2008
- PRICE:
- 39.99 GBP
The paper explores the advantages of experiential marketing (EM) using case examples, highlighting the drawbacks of EM, and discussing psychological theories supporting EM concepts of related to emotion, entertainment, and engagement.
KEYWORDS: Experiential marketing, Profit maximization,
S/M/374. Compare and contrast the strategies used by 'market leaders' and 'market nichers' to compete effectively in the market place
- WORDS:
- 890
- DATE:
- 2008
- PRICE:
- 9.99 GBP
The paper examines the characteristics of a market leader and a market nicher identifying their strategies and objectives, and illustrating them with examples of various companies.
KEYWORDS: Market leader, market nicher,
S/M/390. Theoretical approaches to marketing concept
- WORDS:
- 2000
- DATE:
- 2008
- PRICE:
- 29.99 GBP
The paper examines the marketing concept reviewing related articles and discussing the theory of growth in industries, the features of marketing ideology, the issues of relationship marketing, etc.
KEYWORDS: Marketing concept, growth, relationship marketing,
S/M/402. Entrepreneurial Marketing
- WORDS:
- 2100
- DATE:
- 2008
- PRICE:
- 29.99 GBP
The paper examines the entrepreneurial career of the leader of Moneysupermarket.com (Ms.com) in the context of the entrepreneurial marketing and SME theory. The role of online financial services and knowledge transfer partnerships is discussed.
KEYWORDS: Moneysupermarket.com, Ms.com, entrepreneur, knowledge transfer,
S/M/405. Reflection on marketing environment
- WORDS:
- 580
- DATE:
- 2008
- PRICE:
- 9.99 GBP
The paper looks at the concept of marketing environment (ME) reflecting on the opportunities of the changing marketing and business dynamics, and highlighting the importance of SWOT and PEST models in analyzing ME.
KEYWORDS: marketing environment, business dynamics,
S/M/381. Marketing principles and management: marketing orientation
- WORDS:
- 2700
- DATE:
- 2007
- PRICE:
- 29.99 GBP
The paper examines the approach towards marketing planning known as marketing orientation (MO) outlining its benefits, identifying the barriers to MO implementation in profit and non-profit organisations, describing the features of the current business environment, and discussing the outcomes of the improved mass communication & technology.
KEYWORDS: Marketing orientation, business environment,
C/M/398. The concept of customer value has recently come in for considerable attention from marketing researchers. Compare and contrast the 'give-get' and 'means-end-chain' approaches to customer value in a consumer market (e.g. a private car purchase) an
- WORDS:
- 2400
- DATE:
- 2007
- PRICE:
- 29.99 GBP
This study is primarily based on a marketing analysis of B2B business to business and B2C business to consumer marketing approaches and the role of customer value in business transactions. The definition of customer value has been considered as important and the focus is on improving customer satisfaction by understanding customer needs and expectations. The give get approach and means end chain models are considered within the realms of buying behaviour and the emphasis given in this discussion is on maintaining customer loyalty and prevent switching behaviour and to develop and retain the positive attributes of relationship marketing.
KEYWORDS: B2B business to business, B2C Business to consumer, marketing, mean end chain analysis,
C/M/408. Tammy Ltd case study analysis
- WORDS:
- 2400
- DATE:
- 2007
- PRICE:
- 29.99 GBP
This paper answers questions: 1 (Assuming that one of your first tasks is to persuade senior managers at Tammy of the need to collect some marketing information to improve the running of the business. Outline the types of information that you believe would be useful for marketing purposes and discuss how you would collect this information drawing a distinction between secondary and primary data. Explain how this information would assist in marketing the decision making at Tammy.), 2 (Write a report advising senior managers at Tammy how market segmentation might help improve business prospects. Your report should be designed to help senior management to understand the concept of segmentation and describe the appropriate segmentation criteria with examples of how they might be used in the children's clothing and footwear market.) and 5 (Bearing in mind that company has previously relied on obtaining sales through word of mouth recommendation and limited advertising in magazines, discuss what measure would you consider in order to promote sales more actively. Write a report discussing promotional objectives a company might set and how these might be achieved in terms of choice of targets, messages and media. Provide reasons for your suggestions) of the original case study.
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