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Marketing
The dyadic relationship of a buyer and a seller, bonding can be described as a dynamic process that is progressive over time (Dwyer et al., 1987; Ganesan, 1994; Levitt, 1983). The bonding process begins with the very basic force of the need for a seller to find a buyer for their product, and the desire for a buyer to purchase a product that will satisfy their needs. As time goes on, this relationship then advances toward interdependency between the buyer and the seller, which will finally lead to a situation between the two where there is total commitment on the part of both parties. Termination costs now restrict or almost prohibit an easy dissolution of the bond. At this advanced stage in the relationship, the bonds are so solidified that they are almost impossible to break (Heide and Weiss, 1995). At the lowest or most rudimentary level, bonding begins as a result of the fulfillment of a basic business need on the part of both parties involved, and then grows as a social relationship develops between the vendor and the customer. One has a product/service to sell and the other has need of purchasing a product/service. Whether or not a bond will develop between the two parties, depends on such factors as the fit between the vendor's product/service and the seller's needs, the price of the vendor's product/service (Berry, 1995), the expertise of the vendor at providing a quality product/service and quality follow-up service (Sheth, 1994), and the ability of the seller organization to make and keep realistic promises to the customer (Bitner, 1995). The influence of some of these factors mentioned above was reflected in the study done in the mainframe computer market referred to previously. When asked what factors were important to their satisfaction with their mainframe vendor, a majority...
pages: 6 (words: 1521)
comments: 0
added: 08/11/2011
3G Mobile Telecoms Marketing Study What is 3G? 3G - or 3rd generation - technology supports the broadband, packet-based transmission of text, multimedia data - such as audio, video and digitized voice - at a high data rate. It will greatly enhance the next generation of mobile communication services, providing always-on connectivity to phones and other wireless communications, regardless of time and place. 3G has been endorsed by major standards bodies and manufacturers. WCDMA is the leading 3G standard. It has been endorsed by all major OEMS and operators. What does 3G mean for developers? 3G is another network pipe, so in most cases developers do not need to explicitly program for it any more than they program for a GSM or GPRS network. However, the enhanced bandwidth and the always-on nature of 3G removes some practical limitations on the types of services that developers can deliver. What services will 3G enable? No single 3G application will dominate the market. High-speed content like video-on-demand, multimedia and always-on Internet access are just a few possibilities. Nokia believes Multimedia Messaging Service (MMS) will be one of the first successful services on the market. Is 3G too far out to make application development profitable? The 3G network roll-out is in process, but the applications that will work best over 3G already work on today's networks. MMS, OTA download of Java applications, and browsing applications are already in use today. As 3G bandwidth becomes more widely available, developers can enhance existing applications with richer graphics and other data-intensive services. When will WCDMA 3G networks be available? Nokia is already rolling out its 3G network solutions. The first Nokia WCDMA and EDGE networks will be launched commercially during the second half of 2002. Current Market Situation The current market share held by the 4 major producers of mobile communications in the...
pages: 22 (words: 5920)
comments: 0
added: 10/25/2011
Today we live in a society that is being dominated and confounded by commercials and ads. A new age, which could be referred to as the advertising age where commercials and ads tell us what is a necessity and what isn't. Howard Luck Gossage in his book Is There Any Hope for Advertising? Stated that there are ads and commercials everywhere around us in which there is no escape. "I like to imagine a better world where there will be less, and more stimulating advertising. I suppose all of us would like to see this come to pass, it would certainly clear away some of the confusion from advertising's murky picture and make it easier to comprehend" (7). Ads and commercials have flourished everywhere like a virus, once it strikes there is no way we can remove the marks it left behind. It creates this blurry, confusing picture, a "murky picture" as Gossage stated, which most people won't find the genuine truth behind what the product really mean and if its really useful or not. Advertising forces consumers into buying products by manipulation which make the customers buy products they think are good for them when in fact it isn't and they do this by appealing in their innermost desires. Advertisers are aware of the cultural need of acceptance and people's insecurities and takes advantage of these desires to persuade people into buying their products. There are three significant aspects for advertising: 1) A persuading selling message, 2) prospects for the products or service, and finally 3) at the lowest possible cost (Jefkins 5). The first aspect deals with how to persuade people in believing that the product that is being advertised is absolutely salutary. The second however identifies which target group the commercial or the ad will be advertised to....
pages: 7 (words: 1922)
comments: 0
added: 10/24/2011
Amende Dinant (fine dining) By Navirah Zafar One is constantly enchanted by the allure of M.M Alam road and the various culinary it offers to food lovers of the city. In this bewilderment of fine cuisine a délicat new restaurant by the name of "Chez' Nur" has entered to relish the taste buds of food lovers all over Lahore. The name itself personifies the owner's amour (love) and whole heartedness for the French fare "Chez' Nur – at the place of Nur". Nestled in the neighborhood of M.M Alam Road, this French bistro adamantly is doing its part to bring a little of France to this side of the city. This very restaurant is a serene spot you can't help but turn toward for its delicious specials. French Cuisiine at Chez' Nur is a mix of fine culinary and creativity. Entering the doors of this French restaurant, one is mesmerized by the soothing tones and contemporary art work displayed. Keeping with the whole ambiance the interior does not over power the serenity created by the tone which is amidst of gold, beige, sun yellow and brown. An array of French delicacy are offered which includes soups, salads, starters, pastas, seafood, poultry, meat, mocktails, deserts, hot and cold beverages. The menu is traditional French bistro; Oignon Gratinee (a classic onion soup), Calamari Gruillade (grilled squid in a garlic, sun-dried tomato and herb butter dressing), Wild Mushroom Cappelleti (fresh pasta stuffed with mushroom, minced chicken in creamy and fresh basil pesto) and Cotes d' Agneau la Moutard (grilled lamb chops with creamy horseradish sauce and mustard relish) are just a few to mention. Starting off with complimentary olive bread with a light garlic herb butter dip was delectable yet impeccable. I as a food enthusiast myself, was enticed by the appetizers which were unique in their presentation and...
pages: 2 (words: 536)
comments: 0
added: 10/06/2011
Assessment task Marketing Plan Apple Ipod Contents Executive Summary____________________________________________3 Situation Analysis -Market Analysis_______________________________________________3 -Product Analysis_______________________________________________4 -SWOT Analysis_______________________________________________ 4 -Competitor Analysis ___________________________________________ 6 Marketing Objectives__________________________________________ 7 Identifying Target Market -Selecting Target Market_________________________________________7 -Target Market_________________________________________________7 Developing Marketing Strategies Marketing Mix: -Product________________________________________________________8 -Price__________________________________________________________8 -Promotion______________________________________________________9 -Place__________________________________________________________9 Implementing the Marketing Plan__________________________________10 Monitoring and Controlling -Developing a Financial Forecast____________________________________10 -Comparing actual and planned results________________________________11 -Revising the marketing strategies____________________________________11 Appendix ______________________________________________________12 Appendix A_____________________________________________________13 Appendix B_____________________________________________________14 Appendix C_____________________________________________________15 Executive Summary The focus of this report is on new Apple Ipod product that has created increasing demands in various outlets. This product allows consumers to download not only their favourite music but also books and other literature which can be read and listened to. Additionally this Ipod can be used in your car and in other mobile settings. This report is for Apple to give a brief description of this product. Within this marketing report there is an insight of the situation analysis of this product, marketing objectives, the target market, marketing strategies that have been used and the forecasted strategies, monitoring and controlling. Situation Analysis Market Analysis Internal Influences • Management: Effective management is required for the training and development of employees for the continue innovation of Apple Ipod and for retraining sufficient funds during competitor introducing new product. • Capital Availability: Competition may cause mishap in the cash flow. Sufficient funds must be available when competitors unpredictably put forward their product in the market. • Technological Adoption: Technology must be adopted to improve overall efficiency. It must be integrated directly into operations (to increase productivity), as well stay on date with the amounts of Ipod's ordered, made and delivered. External Influences: • Competitors: Competitors will regulate what, when,...
pages: 9 (words: 2262)
comments: 0
added: 10/04/2011
Statistics: It is said that black money in India accounts for 20 % of GDP. If this is true, then black money generated every year must be around Rs 400,000 crore or $ 80 billion. This is a huge amount, more than the entire budget of the government at the Centre. We have a government that spends about Rs 350,000 crore a year, most of it on itself, and asks for accounts of every paisa. On the other side, we have black money worth Rs 400,000 crore every year, which is just guesswork, and there are no accounts. This money goes into property, which is why real estate prices are so high, and of course five-star hotels. If the government could have all this money, or even a small fraction, there would be no need for revenue or fiscal deficits, and no need for huge borrowings to make two ends meet. How big is $ 100 billion? It is bigger than you think. It is worth Rs 500,000 crore, which makes it bigger than the central budget. It is more than twice our annual exports. It is equivalent to 30 times what Enron is supposed to have invested on its Dabhol project. It is more than what the US government is expected to pay those who have suffered from the September 11th smash. And, if you must know, it is a fifth of our annual GDP, which is itself a big figure. Introduction: The CBDT is hopeful of collecting more than Rs 7,000 crore (Rs 70 billion) as income tax area, the target indicated by Finance Minister P Chidambaram for the current financial year. The board has already collected Rs 3,400 crore (Rs 34 billion) during the first six months of the current fiscal year, compared to Rs 2,700 crore (Rs 27 billion) in...
pages: 16 (words: 4201)
comments: 0
added: 11/18/2011
WHAT IS OUTSOURCING? The idea of outsourcing has its roots in the 'competitive advantage' theory propagated by Adam Smith in his book 'The Wealth of Nations' which was published in 1776. Over the years, the meaning of the term 'outsourcing' has undergone a sea change. What started off as the shifting of manufacturing to countries providing cheap labour during the Industrial Revolution, has taken on a new connotation in today's scenario. In a world where IT has become the backbone of businesses worldwide, 'outsourcing' is the process through which one company hands over part of its work to another company, making it responsible for the design and implementation of the business process under strict guidelines regarding requirements and specifications from the outsourcing company. The key to this definition is the aspect of transfer of control. This definition differentiates outsourcing from business relationships in which the buyer retains control of the process or, in other words, tells the supplier how to do the work. It is the transfer of ownership that defines outsourcing and often makes it such a challenging, painful process. In outsourcing, the buyer does not instruct the supplier how to perform its task but, instead, focuses on communicating what results it wants to buy; it leaves the process of accomplishing those results to the supplier. There are two principal types of outsourcing: Traditional outsourcing: - In "traditional" outsourcing, employees of an enterprise cease to perform the same jobs to the enterprise. Rather, tasks are identified that need to be performed, and the employees are normally hired by the service provider. For example, an information technology outsourcing may include a transfer of responsibility for management of data centers and networks (LAN, WAN, and telecommunications). In the field of facilities management, individuals acting as property managers might become employees of a facilities management...
pages: 23 (words: 6054)
comments: 0
added: 09/19/2011
[b]Business Studies Marketing Report[/b] URBAN HYPE URABN HYPE INC. Phone 123 456 789012345 Main Street Fax 123 098 7654Southridge, WA 12345 Proposal on Marketing research URBAN HYPE ideal proposal on market research. Chapter 1 PROPOSAL ON MARKET RESEARCH Proposal Marketing, the all-embracing function that links the company with customer tastes to get the right product to the right place at the right time. Marketing decisions are made through the marketing model , based on findings of market research, and carried out through the marketing mix. At all stages in the marketing process, the firm needs to work closely with the production department and research and development, to ensure that what is promised is delivered. Market research is the main process of gathering primary and secondary data on the buying habits, lifestyle, usage and attitudes of actual and potential customers. The intension is to gather evidence that can enable marketing and production decisions to be made in a more scientific way than would otherwise be possible. Most large consumer goods firms agree on one phrase used by Sherlock Holmes "It's a capital mistake to theorise before one has data". Market research can be subdivided as follows: Desk research Quantitative Qualitative Retail audits Expert opinion Field research Quantitative Qualitative Usage and attitude studies Group discussions Market orientation, the extent to which firm's strategic thinking stems from looking outwards to consumer tastes and competitive pressures. The main alternative is production orientation, where the firm looks inward to its own production needs and limitations. For many years, British firms were criticised for their lack of market orientation, but that changed in the 1980s. However, there is a danger that market orientation results in lost power and status for engineers and production managers, which might affect long-term technological competitiveness. Primary research is the gathering of first-hand data that is tailor-made to a firm's own product, customers or markets. This can be carried out...
pages: 4 (words: 967)
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added: 11/10/2011
Objective There are many ways River City Brass Band can acquire funds in order to become more self-sufficient. They can implement numerous marketing strategies, such as, an internship program, changing their name, creating partnerships, etc. Through grants, fundraising, donations, and corporate sponsorships that can increase their revenue by leaps and bounds. There are over 1,000 grant programs offered by all Federal grant making agencies. The U.S. Department of Health and Human Services is managing partner for Grants.gov, an initiative that is having a huge impact on the grant community. Grants.gov allows organizations to electronically find and apply for more than $400 billion in Federal grants. While fundraising often involves the donation of money as an out-right gift, money may also be generated by selling a product of some kind, also known as product fundraising. When goods are donated to an organization rather than cash, this is called an in-kind gift. Girl Scouts are well-known for selling cookies in order to generate funds. It is also common to see on-line impulse sales links to be accompanied by statements that a proportion of proceeds will be directed to a particular charitable foundation. A number of charities and non-profit organizations are increasing using the internet as a means to raise funds; this practice is referred to as online fundraising. Some of the most substantial fundraising efforts in the United States are conducted by colleges and universities. Commonly the fundraising, or 'development,' program makes a distinction between annual fund appeals and major campaigns. Gifts of appreciated property are important components of such efforts because of the tax advantage they confer on the donor encourages larger gifts. Some organized charities have been criticized for the proportion of financial donations which are used for administrative or operational purposes. Donating directly to a charity (rather than through solicitation), or donating to smaller charities, often...
pages: 28 (words: 7509)
comments: 0
added: 10/25/2011
How Harley-Davidson's Marketing strategy has Overcome Fierce Competition from Foreign Companies As many enthusiasts may describe it, the pride of owning a Harley-Davidson is the pride of owning an 'American Icon'. Harley-Davidson's (HD) positioning strategy can best be defined by its mission statement: "We fulfill dreams through the experience of motorcycling- by providing to motorcyclists and to the general public an expanding line of motorcycles, and branded products and services in selected market segments." Now in its 100th year, however, the ideal of owning an 'American Icon' has slowly dwindled out of the public's mind, due mostly to the competition from Japanese manufacturers like Honda and Yamaha. HD's strength's of its powerful brand image, maintaining good customer relationships, strong financial position, and superiority of technology and design are hindered by its weaknesses related to product capacity and unfulfilled demand for their products2. Strategic Direction and Marketing Objectives HD has chosen the strategic direction of targeting a younger market that is technologically conscious in order to increase its share in the performance cruiser market space. With the introduction of the new V-Rod motorcycle, HD is in a position of attaining a sizeable share in the performance cruiser marketplace. To target the younger market with the new product line, the company has adopted the following marketing objectives: to expand its current market (market expansion), diversify its product line (product diversification), and modify its marketing mix to target a younger demographic. During the 1970's, HD was facing a decline in market share due to increased competition with Japanese companies. By phasing out weak models, becoming more selective, and limiting sales and promotions, HD was able to carve out a niche in the marketplace which it enjoys today3. Now again faced with a period of decline, HD is relying on its newly adopted marketing objectives. First, HD needs...
pages: 5 (words: 1204)
comments: 0
added: 11/14/2011
Introduction KFC operates in 74 countries and territories throughout the world. It was founded in Corbin, Kentucky by Colonel Harland D. Sanders. y 1964, the Colonel decided to sell the business to two Louisville businessmen. In 1966 they took KFC public and the company was listed on the New York Stock Exchange. In 1971, Heublein, Inc. acquired KFC, soon after, conflicts erupted between the Colonel (which was working as a public relations and goodwill ambassador) and Heublein management over quality control issues and restaurant cleanliness. In 1977 a "back-to-the-basics" strategy was successfully implemented. By the time KFC was acquired by PepsiCo in 1986, it had grown to approximately 6,600 units in 55 countries and territories. Due to strategic reasons, in 1997 PepsiCo spun off its restaurant businesses (Pizza Hut, Taco Bell and KFC) into a new company called Tricon Global Restaurants, Inc. Reasons for going overseas Companies moves beyond domestic markets into international markets for the following reasons: *Potential demand in foreign market *Saturation of domestic markets *Follow domestic customers that go abroad *Bandwagon effect *Comparative advantage - some countries possess unique natural or human resources that give them an edge when it comes to producing particular products. This factor, for example, explains South Africa's dominance in diamonds, and the ability of developing countries in Asia with low wage rates to compete successfully in products assembled by hand. *Technological advantage - In one country a particular industry, often encouraged by government and spurred by the efforts of a few firms, develops a technological advantage over the rest of the world. For example, the United Sates dominated the computer industry for many years because of technology developed by companies such as IBM, Hewlett-Packard and Intel Organization structures for International Markets (Modes of Entry) *The mode of entry affects a company's entire marketing mix...
pages: 19 (words: 5171)
comments: 0
added: 07/10/2011
The article, "Analyzing popular media texts in the classroom," can be best categorized as a qualitative study because of the fact that it consists of human theory and it is objective in nature. It also can be identified as a textual analysis because it describes and interprets the characteristics of a message. Like the title suggests this report was done in many classrooms within the years of kindergarten through twelfth grade and it was conducted by teachers who practice media literacy. The main point they are trying to convey is that by relating daily assignments in the classroom with the use of popular films, magazines, television programs, and music lyrics, teachers are able to spawn deep conversations and remarkable writing from their students. This report is Renee Hobb's study of using media text in their classroom. She used the television show "The Simpsons" and compared it with some of the works of Mark Twain. She realized that many of her students had a great interest and extensive background knowledge about "The Simpsons," and that most of them were able to describe the characters, plot lines and other controversies within the show. Taking advantage of this, she used specific areas to relate the two sources. An example of one area she used was social criticism. In many episodes of "The Simpsons" the same targets of humor are used, which she helped her students to understand and analyze them in each instance. Some of these were corporate greed and power, human stupidity and laziness, and hypocritical behavior of government officials. Next, they looked at Mark Twain's work and how he used targets also to relay his message. Some of his were women's rights, the jury system, and lobbying and bribery in Washington. Moreover, the students learned that just as "The Simpsons" might be...
pages: 3 (words: 651)
comments: 0
added: 11/29/2011
HISTORY Mc Donald's is one of the most well known franchisings of fast food restaurants. The first Mc Donald's restaurant was opened in California by two brothers Dick and Mack Mc Donald's. The main activity now of this fast food restaurants is the leading global food service reailer with more than 35,000 local restaurants, serving nearly 70 million people in more than 121 countries, including Greece, each day. Mc Donald's in Greece opened its first resturant in 1991 at the Centre of Sintagma Square in Athens. The franchisings were started in 1954, by Raymond Albert Kroc, a salesman. At the first years of the company,Ray Kroc made very little investments in order to to increase the capital of the company for the new future investments. He was more concentrated in making a lot of profits and less investment but today this bussiness has enlarged very much. Today Mc Donald's is one of the world's most well known and valuable brands and holds a leading share in the globally branded quick eating- out. Some of favourite foods that Mc Donald's serves are such as Big Mac, Egg Mc Muffin, Chicken Mc Nuggets, Happy Meal, Hamburgers and Cheeseburgers. Also here in Greece are served some special food for the Greek customers such as Mediterranean Salad, Greek Chicken etc. In order to adapt theGreek culture. Map of Mc Donald's restaurants PLANNING Planning is crucial for a company since it helps the company to identify or select the goals of the company and the course of action that are needed. Administrative in Greece has set different short and long-term goals and objectives. The goal is not "growth for growth's sake" but systematic and balanced expansion of McDonald's based upon the actual requirements of the Greek consumer. So some of the short- term objectives are: To reasonably price the excellent food and to serve fresh and hot, quickly and precisely in a clean friendly environment. A...
pages: 8 (words: 1931)
comments: 0
added: 10/24/2011
McDonald's is the world's largest fast-food restaurant chain. It has more than 30,000 restaurants in over 100 countries. Over one billion more customers were served in 2007 than in 2006. Although net income was down by $1.1 billion in 2007, McDonald's sales were up 6.8%, and revenue was a record high of $23 billion. "The unique business relationship among the company, its franchisees and suppliers (collectively referred to as the System) has been key to McDonald's success over the years. The business model enables McDonald's to play an integral role in the communities we serve and consistently deliver relevant restaurant experiences to customers." (McDonald's, 2008, 25). McDonald's overall strategic plan is called Plan to Win. Their focus is not so much on being the biggest fast-food restaurant chain, rather it is more focused on being the best fast-food restaurant chain. McDonald's "strategic alignment behind this plan has created better McDonald's experiences through the execution of multiple initiatives surrounding the five factors of exceptional customer experiences – people, products, place, price and promotion" (McDonald's, 2008, 25). McDonald's also incorporates geographical strategic plans. In the U.S., McDonald's strategic plan continues to focus on breakfast, chicken, beverages and convenience. These are the core areas in the United States. McDonald's has launched the Southern Style Chicken Biscuit for breakfast and the Southern Style Chicken Sandwich for lunch and dinner. In the beverage business, McDonald's starting introducing new hot specialty coffee offerings on a market-by-market basis. In Europe, McDonald's uses a tiered menu approach. This menu features premium selections, classic menu, and everyday affordable offerings. They also "complement these with new products and limited-time food promotions" (McDonald's, 26). In the Asia-Pacific, Middle East, and Africa markets, McDonald's strategic plan is focused around convenience, breakfast, core menu extensions and value. With McDonald's overall strategic plan and its...
pages: 5 (words: 1140)
comments: 0
added: 11/04/2011
In today's society young people have many different role models, some of which are said to be controversial. MTV is one of the leading networks for music television, and some believe that it often portrays negative influences towards today's youth. MTV videos do not necessarily portray negative social influences towards our young population, the effects of which would be argued to lead to more negative anti social behavior. Critics call Eminem a controversial rapper because of his "crude" lyrics, which portray hateful lyrics [words] towards gays, women, and pretty much anyone and everyone who [he has deemed bad?] has angered him. Music is a form of art and it is a way to express yourself [oneself], and [the rest of this sentence isn't needed] in the United States we have the freedom of speech. Eminem's lyrics seem to portray how he feels about certain topics and idea's [ideas], but I highly doubt that he feels he would carry them [those ideas] out. The song titled "Kim" is about killing his wife, and obviously [however] his wife is still alive. The word "faggot" is tossed around in many songs [such as…], but he hasn't been arrested for killing anyone because they are gay. Music is a way to express yourself [oneself], and I am sure [get rid of I am sure, say something like, it is certain that…] everyone has thought at one time or another of hurting someone that has pissed them off [upset them]. But each one of us [person] makes a choice to carry out that action or not. Eminem himself states in his song "Criminal" that ["that" not needed] "people think that a lot of the things I say on record, I do in real life, and that I believe in it, if I say that I am...
pages: 3 (words: 663)
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added: 07/11/2011
Introduction: History of Coca-Cola (Coke): Coca-Cola was formulated by John S.Pemberton, originally as a cocawine called Pemberton's French Wine Coca, and originally sold as a patent medicine for five cents a glass at soda fountains, which were popular in America due to a contemporary view that soda water was good for your health. Coca-Cola is the trademarked name, registered in 1893, for a popular soft drink sold in stores, restaurants and vending machines around the world. History of Pepsi: Caleb Bradham, a New Bern, North Carolina pharmacist, renamed "Brad's Drink," a carbonated soft drink he had created to serve his drugstore's fountain customers. The new name, Pepsi-Cola, was first used on August 28, 13 years after Coca-Cola. In 1902 Bradham applied for a trademark to the U.S. Patent Office, issued stock and began selling Pepsi syrup. By 1923, Pepsi-Cola Company was declared bankrupt and its assets were sold to a North Carolina concern, Craven Holding Corporation, for $30,000. Roy C. Megargel, a Wall Street broker, bought the Pepsi trademark, business and goodwill from Craven Holding Corporation for $35,000, forming the Pepsi-Cola Corporation and in 1932 the trademark was registered in Argentina. The beginning of the Cola war: 1975 heralded the 'Pepsi Challenge', a landmark marketing strategy, which convinced millions of consumers that the taste of Pepsi was superior to Coke. Simultaneously, Pepsi Light, with a distinctive lemon taste, was introduced as an alternative to traditional diet colas. In 1983 Coke launched aspartame/saccharin blend Diet Coke. In response in 1989 Pepsi-Cola introduced an exciting new flavor, Wild Cherry Pepsi. Thus Diet Pepsi's 'The Other Challenge' campaign was based around a 54-46% lead over Diet Coke in independently researched taste tests in Australia. It was only in 1996 that Pepsi unveiled a revolutionary 'blue' look worldwide 'to transform the image and attitude' of one of the world's best-known...
pages: 13 (words: 3521)
comments: 0
added: 11/19/2011
TABLE OF CONTENTS Page 1.0 RCCL CRUISE LINES 1 1.1 MARKET DEFINITION AND ANALYSIS 1 1.2 MARKET SEGMENTATION 2 1.3 INDUSTRY STRUCTURE AND COMPETITION 3 1.4 STRATEGY FOR COMPETITIVE ADVANTAGE 4 1.5 MARKET TARGETING AND POSITION STRATEGIES 8 2.0 OBJECTIVES AS I SEE IT 9 3.0 NAVIGATION 9 4.0 GRAPHICAL DESIGN 9 5.0 EASE OF FINDING PRODUCT INFORMATION 10 6.0 EASE OF FINDING SUPPORT INFORMATION 10 7.0 EASE OF ORDERING 10 8.0 FEATURES THAT REALLY STAND OUT 10 9.0 BEST ASPECTS OF SITE 10 10.0 BIGGEST IMPROVEMENT OPPORTUNITIES 10 11.0 SITE SUGGESTIONS FOR CHANGE 10 12.0 OVERALL IMPRESSION, IMPROVEMENTS, SUGGESTIONS 10 13.0 URL 10 1.0 Royal Caribbean Cruise Line Royal Caribbean Cruise Line (RCCL) is the world's second largest cruise company (behind top-ranking Carnival), with over 20 cruise ships and a total of 60,590 passenger berths as of August 2005. Founded in 1969, the company has been active in changing the cruise industry from a ocean carrier service into a vacation option in and of itself. RCCL offers a variety of different itineraries and its ships travel to many destinations like the Caribbean, Bahamas, Mexico, Pacific Northwest, Alaska, Asia, Australia, Bermuda, South America, Transatlantic, Europe, Bermuda, Panama Canal, Hawaii, New England, and Canada. The company operates under two separate brands, RCCL International and Celebrity Cruises. A large percentage of its passengers are from North America even though the company operates internationally to their port destinations, itineraries, activities and amenities designed to appeal to every taste, energy level and age group giving our guests the opportunity to create their own adventure. The RCCL vision: "Our vision is to empower and enable our Employees to deliver the best vacation experience to our Guests, thereby generating superior returns to our Stakeholders and enhancing the wellbeing of our Communities." ("Royal Caribbean International," n.d.) 1.1 Market Definition and Analysis Successful sales strategy hinges on your ability to identify buyers' needs and wants. Needs are defined as objective requirements....
pages: 19 (words: 4961)
comments: 0
added: 11/12/2011
Business Transactions Log, Satisfied vs. Dissatisfied Customers 1 (Satisfying, Paintball Junkies) My friend Rey De Vera, a new paintball supply retailer and proprietor of 511 Paintball in Montclair, didn't have enough capital to make huge investment in buying large amounts of product to stuff his shelves to sell. In particular he was looking for a paintball equipment manufacturer who can make paintball products easily available and at the lowest cost. He made contracts with Paintball Junkie's to be the manufacturer's retailer. In his contract with Paintball Junkie's the condition of selling their brand of products was that he sell a quota or minimum number of their product a week to maintain their business relationship as supplier and retailer. This saved him money and also gave him the flexibility of having not to be financially tied down to any one manufacturer's product made him as a new retailer focus on the business of selling. Paintball Junkies, a manufacturer of high quality paintball storage pods that held the paintballs like a cartridge does bullets and also of the 12x12 storage pod holders that professional tournament players around the world used for their ability to hold significantly more pods than their competitors. This is an example of trying to affect the marketing mix by effecting the distribution by obtaining shelf space for new products; gaining the cooperation of retailers and also effecting seeking distribution outlets in new markets; finding distribution partners. 2(Dissatisfying, National Paintball Supply) Rey De Vera also looked to National Paintball Supply to be his paintball supply wholesaler. National Paintball Supply's Marketing strategy was to target the new and up and coming paintball supply retailers who had little cash to spend on high priced equipment to stuff their shelves. This is evidenced by the fact that in most paintball publications like Splat, Paintball2Xtreme, and Action...
pages: 21 (words: 5543)
comments: 0
added: 11/29/2011
The increasing integration of domestic economies with the world economy is a central feature of "globalization." What makes globalization different from earlier stages in the international division of labor is, in large part, the ability of producers to slice up the value chain, i.e., to break up of the production process of a commodity into many geographically separated steps (Porter, 1990; Krugman, 1995). This global dispersion of commodity chains increases opportunities for developing countries to participate and gain from trade because it provides greater room for them to specialize in the labor-intensive stages of the manufacturing process of a commodity. Industrial upgrading, from this perspective, involves moving up global commodity chains from labor-intensive activities to more capital- and skill-intensive economic activities that involve organizational learning to improve the position of firms or nations in international trade and production networks (Gereffi, 1999). The concept of industrial upgrading encompasses several related levels of analysis: product characteristics, types of economic activity, intrasectoral shifts, and intersectoral shifts (Gereffi and Tam, 1998). At a product level, one can talk about the movement from simple to more complex goods of the same type (e.g., cotton shirts to men's suits). At the level of economic activities, there are various roles that involve increasingly sophisticated production, marketing, and design tasks. One typology includes: assembly, original equipment manufacturing (OEM), original brandname manufacturing (OBM), and original design manufacturing (ODM). A third type of industrial upgrading involves an intrasectoral progression, typically from the manufacture of finished items to the production of higher value goods and services involving forward and backward linkages along the supply chain. Finally, industrial upgrading may also be viewed as the intersectoral shift from low-value, labor-intensive industries to capital- and technology intensive ones (e.g., clothes to cars to computers). While firms generally implement industrial upgrading, the spatial context in...
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added: 08/26/2011