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(2008, 1300 words)
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.
(2006, 1500 words)
The paper examines the concept of strategic marketing (SM) reviewing theoretical underpinnings of profitably, strategy and marketing. The stages of strategic marketing are identified; analytical tools of product life cycle (PLC), Ansoff's and Porter's models, 4Ps, etc. are described highlighting their SM significance.
(2006, 2000 words)
The paper examines the concept of customer value (CV) reviewing academic literature on CV definitions and discussing the issues of customer satisfaction, customer retention, market performance, etc. The ways of creating customer value within a company are outlined comparing the creation of customer value for marketers of products and services.
(2005, 2000 words)
The paper looks at the importance of customers’ connection to the organization examining the effectiveness of self-evaluation and competitive analysis for developing an organizational strategy. Recommendations are offered about the strategic steps that are essential in achieving competitive advantage.
(2006, 3000 words)
The paper argues whether the understanding of psychology and sociology can help in the creation and effective implementation of marketing plans. Theoretical backgrounds of psychology and sociology are reviewed providing their definitions and describing their applications in marketing activity.
(2006, 1500 words)
The paper examines the concept of micro-marketing reviewing its aims and tools, its role as a method of management, the benefits of a customer information database, the importance of local marketing strategies, etc.
(2006, 3000 words)
The paper examines the development of the marketing concept reviewing the history of businesses™ development, the definitions of marketing, the process of making purchasing decisions, etc. The drivers of buying behaviour are analysed including customer needs, societal values, cultural influences, etc.
(2006, 2000 words)
The paper examines the ways of gathering marketing intelligence needed for the implementation of a company™s strategy. The theoretical underpinnings of marketing intelligence are discussed focusing on the concept of marketing information system (MIS) and identifying its types, functions, benefits, etc.
(2006, 3000 words)
The paper examines the use of psychological and social knowledge in designing effective marketing strategies. Theories of motivation, self-identification, social class, children™s behaviour, etc. are reviewed. Applications of psychology and sociology in marketer™s advertising are discussed.
(2005, 2000 words)
The paper examines the concept of micro marketing associated with the recognition of individual differences among customer. Advantages of micromarketing in customer retention are highlighted discussing the challenges of micromarketing in a durable goods company.
(2005, 2000 words)
The paper examines the nature of experiential marketing reviewing theories on consumption experience, utilitarian consumption, hedonic consumption and experiential economy aiming at a pursuit of fun, feelings and fantasies. Marketing implications of the difference between hedonic and utilitarian dimensions of the product are discussed.
(2005, 2000 words)
The paper examines the importance of market segmentation and product development reviewing theoretical literature and drawing examples from Dysons experience in the vacuum cleaners market.
(2005, 1000 words)
This paper suggests that well-established marketing concepts often have to be changed by marketers in response to the changing conditions of the surrounding marketing environment. In particular, the report focuses on transformation of traditional marketings Marketing Mix (4 Ps) into 11 Cs of relationship marketing, together with leading role of technology throughout this process.
(2005, 1500 words)
The paper examines the role of marketing within an organisation environment providing a review of literature on the concept of marketing, corporate environment, strategic marketing planning tools (SWOT), etc.
(2004, 3700 words)
This essay examines the relevance of the product life cycle (PLC) model to today's managers. It presents the reasons for the model's continued use and also examines its flaws. It also looks at the Boston Matrix, GE matrix and Ansoff's matrix as additional models to supplement the PLC.
(2005, 2500 words)
The paper provides a review of marketing theories on the history and development of marketing, the so-called marketing myopia, a scientific status of marketing, the concepts of cause and effect, schools in marketing thought and commodification of marketing knowledge.
(2005, 1500 words)
The paper discusses the importance of a positive market attitude in SME practices providing a review of literature on marketing theories. Marketing tools and techniques used in SME are identified; the relevance of traditional market planning, market research and networking for SME is argued.
(2004, 1000 words)
The paper examines the concept of marketing as a link between the organisation and the consumer. Different approaches to marketing are reviewed; the reasons behind its declining role are argued; the importance of innovation in marketing practices is highlighted.
(2004, 4000 words)
The paper looks at the controversial points relating to non-profit marketing, customer orientation and the core concept of marketing. The history of marketing is briefly outlined; various definitions of marketing are discussed including marketing as a discipline, as a profession, as a practice, etc. The need for the updating of the concept is argued.
(2005, 2500 words)
This paper starts with a literature review of the Societal Marketing Concept including what it is, whether businesses should take responsibility for their products, academic models that can be applied to the concept, applying the concept to Microsoft and implementing the concept with Microsoft. Includes an Executive Summary, Contents Table and full bibliography including references from scholars such as Kotler and Gaski.
(2003, 2000 words)
The paper investigates the concept of customer value. Various approaches to customer value are discussed; tools for measuring customer value are suggested. The author comes up with recommendations that might improve customers' operations.
(2004, 1000,)
The paper seeks to understand the ways in which consumers get attracted to the market focusing on interpersonal influence. Personal traits are analysed in the context of the source credibility theory and source attractiveness theory. Reference groups for consumption decisions and the features of opinion leaders are outlined highlighting the implications of these influences for marketing.
(2004, 2000 words)
The paper investigates the ways of organising and interpreting marketing information focusing on the concept of perception. Types of perception in marketing are defined; physical factors of perception are outlined. Sense channels linking perception to the senses and principles of the senses interpretation are described. The author highlights the importance of long term memory in perception. Perceptual sets and schemas are analysed in relation to consumers.
(2003, 12000 words)
The paper seeks to eliminate the ambiguity of the term 'trust' in relation to antecedents and consequences. The reasons for studying antecedents the consequences of trust within business relationships are outlined. The controversies are analised in a dynamic perspective; the role of a trust construct as an antecedent or a consequence is defined. Antecedents and consequences of trust are categorized on the basis of the business trust studies. Cognitive trusts, behavioral trust and co-operation as anticipated trust are discussed.
(2005, 3000 words)
This paper comprises 20 short (approximately 200 words each) answers to the previous marketing exam questions. The paper covers such areas as: company inside information and its importance when assessing international opportunities, the typical approach of a global company to the sitting of its production capacity and examples, critical assessment of attractions and drawbacks of ´self representationŽ as a market entry option, importance of strategic alliances in aerospace and pharmaceutical industries, what is ´opportunistic dumpingŽ and what can be done about it, what is the best fit element of communications mix for s ´centralised/standardisedŽ approach to international marketing communications, theory of international market entry and the reason for production of consumer products in the country of operation, international organisation structure for the specific needs of a range of products which is narrow and homogenous in scope, three potential problems in making overseas acquisitions, interests which needs to be balanced in building and managing international channel strategy, What is PCI and danger of PCI to be used as sole measure of a countryÒs market potential, why do the findings of HofstedeÒs ground-breaking research into cultural variables need to be viewed with caution, three weaknesses of the matrix structure of international management, What does ´polycentrismŽ mean and why some producers are obliged to adopt a ´polycentricŽ approach to their international product strategy, What is the history of the brand name ´Silver MistŽ, whoÒs the owner and application to international marketing strategy, ´transfer pricingŽ and how can it be used to ´shift profitŽ from one market to another, assessment of ´host countryŽ and a ´home countryŽ political environment, application of principles of international marketing to domestic marketing operations, what was right about the old-style ´multi-domesticŽ approach of large international producers to their international markets and the following evolution of the approach, four-stage ´filteringŽ model to identify new market opportunities.
(2005, 4000 words)
This paper is a set of questions and answers based on past marketing exam of one of the leading UK universities, which takes a particular focus on B2B (Business to Business) marketing, comparing and contrasting it with B2C (Business to Consumer) marketing. The answers are based upon works of marketing leading academics and practitioners. Please contact us for more information on this paper.
(2004, 3000 words)
This report analyses the reasons why marketing is being undervalued on board level in most of the companies and recommends the ways in which marketers can emphasise and prove the importance of marketing for it to be taken more seriously.
(2004, 2000 words)
This paper introduces the concept of marketing, analyses Marketing as a Business Philosophy, investigates relationship between Marketing and Profitability of the company, covers the issues of customers satisfaction and, branding. Secondly paper discusses whether use of marketing means creating a customer or fulfilling the customers' needs as well as Marketing and other functions in an organisation
(2004, 2000 words)
This paper analyses how product differentiation enables firms to gain a price premium on a brand. References to the economics and marketing theory are drawn and illustrated with numerous examples.
(2003, 4000 words)
This report presents critical analysis of Porter's Five Forces, Value Chain and Balanced Scorecard frameworks. Analysis consists of the overview of each framework, identification of benefits and limitation as well as implementation issues for different organisations.
(2003, 2000 words)
This paper look at three schools of thought: marketing is a science, marketing is not a science and never will, and marketing is not a science, however recognition is only a matter of time. Analysis of these schools of thought was supported by the strong academic studies and theories. Lastly, conclusions were drawn by the writer on this matter.
(2003, 6000 words)
This report will cover the most crucial historical marketing changes in regard to theory, knowledge and practice. This report consists of the following sections: What is marketing all about - definition and brief overview, Definition of Marketing, Theory and Practice - very first conclusion on the trend and relationship between the two, Marketing focus or what is it focusing on? What have changed over the time, Advertising as a part of Marketing and its effects on production and consumption of products, Direct Selling is forever or is it not; Services and Marketing, Three Eras in history of Marketing, Forces Affecting the Modern Marketing, Specialised Marketing Developments.
(2003, 6400 words)
Over the course of the following essay, the writer tends to look at the subject from various prospectuses via using theories and research of different academics as well as looking at empirical evidence via providing real life examples. In particular, the essay uses the works of Professor Theodore Levitt and columnist Thomas L. Friedman as a very base stone to the issue. In addition, the essay looks at researches of other academics and practitioners in order to obtain as wide grip on the subject as possible. The writer attempted to track the whole way of development of the globalisation to its current stage, particularly from industrialisation to multinationalisation and from global to global. During the course of this tracking, the essay explains each particular stage as well as tries to find out and explain the causes and effects for its appearance in the first place and further expansion onto another. Overall, the essay does not offer any particular solutions but rather highlights the past events and sequent conclusions as the result of the empirical evidence. Additionally, it provides certain 'check points' for the future and raises some debates.
(2002, 2500 words)
This report discusses the concept of marketing philosophy through different theories and investigates its implications on the EasyJet company. EasyJet strategy is being analysed and some tools are being used to implement the philosophy: relationship marketing, internal marketing, managing change, leadership and consumer behaviour.
(2003, 2000 words)
This paper analyses the theory or marketing and argues whether a general theory can really be developed in marketing. Analysis of The scope of marketing and the domain of marketing is being made and conclusions are drawn on whether the general theory can really be developed in marketing.
(2003, 500 words)
Definition of competitive advantage, sources of competitive advantage, marketing strategies for competitive advantage, industry being the source of competitive advantage, Porter's diamond, Porter's 5 forces
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