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(2008, 1000 words)
The paper examines business competition in the catering industry discussing the methods used by the media in creating the image of the restaurant. The role of effective marketing and PR skills in attracting customers is highlighted.
(2005, 3500 words)
The paper examines the marketing environment of the join venture company AEON Credit Service (AEON), a provider of financial services, analysing their micro environment, market segmentation, market positioning (using perceptual map), products, brand equity, market expansion strategy, etc.
(2006, 3000 words)
This paper examined the setting up of an Oxygen Bar in Harrow from a marketing perspective. Taking a question and answer style, the paper addressed three marketing issues: First, using a PESTLE analysis, the success of the Oxygen Bar in the medium term was analysed and the attractiveness of market entry was assessed. Second, using the notion of market segmentation, potential target markets and customer profiles for the Oxygen Bar were identified. At the same time, a proposed marketing mix to be implemented was put forward. Finally, the staffing and equipment resources required to run the Oxygen Bar for a period of a week was detailed.
(2005, 2500 words)
The iPod music player is one of Apple Corporations most successful products ever. In 2005, the iPod sales increased by 220% over the year 2004. The company says it has shipped over 30 million gadgets so far with the demand rising steadily. The paper looks at the iPod as a product and tries to understand the reasons behind its immense success. The digital music market is also scrutinised in the paper with the author revealing its major characteristics, such as supply and demand conditions, price and income elasticity levels, market type in terms of competition (monopoly, oligopoly, monopolistic competition etc), bases of competition, product differentiation and so on. The essay concludes with the outlook on the potential ways of the digital music and gadget market development and with the consideration of new entrants that might endanger the iPods market position in the longer run.
(2005, 3500 words)
This paper evaluated the Oxygen Bar from the marketing perspective. The work is divided on four parts. In the first part segmentation and targeting for the business have been discussed. The target groups were designed and evaluated. The second part discusses pricing strategies, applicable for Oxygen Bar and multi segment pricing policy was considered there too. Third part of the report analyses the business from operational perspectives, namely the daily encounters, the business meets, and the ways of managing them for the business smooth running. Staff and approximate prices have been estimated in this part. The fourth part, the promotional campaign was developed for Oxygen Bar and the ways to evaluate the business effectiveness were outlined.
(2005, 3000 words)
This report focuses on an analysis of the current and future marketing environment with specific emphasis on marketing technology in order to identify whether or not marketing technology is moving away from marketing. The report is in two parts, a PESTLE analysis of the current and future marketing environments followed by an analysis of the impact of marketing technology on the function of marketing. The report finds that while marketing technology has had an unprecedented impact on the way organisations need to be structured and in the way they operate; moreover, it is possible that the technology may be moving away from marketing, there is a very key strategic role for marketing managers within the business environment .
(2005, 3200 words)
This report presents the main outlines of the concept of market-led strategic change. Identifies a new approach to marketing and examines the problems faced by the organisation seeking to become market-oriented and market-led. The report also evaluates the contribution of Piercy's theory on the market-led strategy and the perceptions of marketing for sustainable competitive advantage.
(2005, 2700 words)
This report describes main principles of marketing and market-led strategic change. The analysis of Piercy's concept and strategies for achieving competitive advantage are presented to show the new approach towards traditional perceptions of marketing.
(2005, 1900 words)
The paper reviews various marketing trends which recently emerged as the response to the changes of business environment. The trends of interest are internal marketing, societal marketing, database marketing, tribal marketing and relationship marketing. The special attention is given to relationship marketing as it marked the switch from short-term transactional marketing tools to long-term relationship ones. The paper analyses relationship marketing trend in different business contexts. The discussion shows that the primary objective of a firm within this paradigm is to create mutually beneficial customer-firm relationships.
(2005, 5000 words)
This essay is focused upon analyses by the recent and gradual the replacement of modern era by postmodern one and its particular effect on marketing, i.e. the development of postmodern marketing concept. The essay is mainly theoretical, quoting the fundamental works of such leading academics of this field as Brown and Firat and taken further by Mullins, although, there are also many practical examples included in the essay, so to provide the reader with better and deeper understanding of philosophical stances of postmodern paradigm. In particular, the essay includes the different definitions of modernity and postmodernity, including the chapter comparing and contrasting the two core concepts. Furthermore, the focus is shifted towards the postmodernity and postmodern marketing, especially reflecting the effect of postmodernism on marketing and strategy. It is finally concluded, that postmodern era is inevitably causing major effects on many sciences and marketing cannot be excluded from them but rather accept the inevitability and adopt accordingly. Hence, the researcher is also touching upon the theories of complex adaptive systems and chaos.
(2004, 3000 words)
The paper looks at the business of marketing exchanges, or the market of business to business. The functions of marketing planning are outlined with the focus on Bloomberg Business that is analysed within SWOT and Ansoff Matrix frameworks. The strategies of media advertising and market expansion are discussed; the target market segments (SMART) are outlined. Conclusions about the risks and benefits of the business are made and recommendations are supplied for the business management.
(2004, 3000 words)
There are numerous methods of scanning the environment, which include PEST and SWOT analyses, and Porterės Five Forces. These are used to detail and critically analyse the main market and industry factors that a company should consider when deciding upon market entry strategies in the global playing field. One of the most important aspects of a firmės entry strategy is the actual mode of entry therefore this report refers to the main modes of exporting, licensing, franchising, joint ventures and wholly owned subsidies (WOS) to illustrate how market and industry factors affect the entry mode choice. Specific reference will be given to entering the Japanese market, using Boots, Starbucks, Toys §Rė Us, and BMW as case studies.
(2005, 2000 words)
The current paper presents a critical evaluation of the role of marketing in the context currently changing business environment. The discussion covers four areas of marketing involvement: marketing as the integral element of corporate strategy, customer relations management, internal marketing and corporate social responsibility
(2001, 1800 words)
Vodafone, BT Cellnet (O2), One2One (T-mobile) and Orange. History, Positioning, Promotion, Target consumers and Competitive advantage
(2002, 3500 words)
This essay analyses the significance and impact of consumer socialization processes through patterns of family communication, significance of peers and the mass media in particular advertising, during the period between childhood and adolescence. The essay considers two models relating to consumer behaviour, Moschis and Churchill's conceptual model (1978) helps to explain the processes of consumer socialization and Maslow's hierarchy of needs is used to identify the differences between adult and child consumers.
(2002, 1900 words)
(2002, 3200 words)
Summary:
This report was produced in order to evaluate customer satisfaction with the service provided by three different mobile phones stores; “LinkŽ, “Phones 4UŽ and “VodafoneŽ. The report is based on two main activities, observation and a short questionnaire which took place outside the stores mentioned above. Company Profiles, Quality in service organisation, Quality Dimensions, Primary research and analysis of findings.
(2002, 2200 words)
(2003, 2000 words)
Conclusion:
Globalisation is likely to become a more open and legitimate process. Critics may argue that it is creating a homogenized, Americanised culture. Yet it is increasingly the distinctive national or local products - Australian wine, Scottish whisky, Indian curry, or Japanese sushi - that are spread by the global markets. The pessimists see the masses as miserable dupes who can be reprogrammed by advertising. But watching American television programmes does not make everyone American. From country to country people have different type of clothes due to the difference in climate, traditions and religions: in India it is sari; in Japan it is kimono; in Scotland it is kilt; in Muslim countries men and women wear clothes that cover all their body, and etc. Certainly, young generation almost wears the same style of clothes around the world resulting from the dominant power of television, Internet and other media, however, even young people try to be unique and have some heritage features. To conclude the discussion it should be said, that fashion is certainly affected by globalisation trend, however some national and cultural attributes still exist and will always exist, differentiating one nation from the other.
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