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Marketing Essay. Take two advertisements for similar products from any magazines of your choice. Write a report on them that includes: (i) A description of the advertisements and how you feel about them. (ii) A description of what you think the advertisement is trying to achieve. (iii) A conclusion and discussion that incorporates what you perceive to be the difference between the ads and how effective you think they are. The two products that I chose to do my report on are Heineken and Carlsberg; both are lagers that compete in the same market. I found the Heineken advertisement in the UCD Student Union Fresher's guide from the Year 2001 and the Carlsberg ad was taken from GQ magazine. The Heineken ad features a police line up of various types of bottle openers. This familiar scene is probably most famous for the film The Usual Suspects, a hit movie staring Kevin Spacey. There are five bottle openers in the line up, which has the typical height markings behind the 'suspects' to add to the authenticity of the scene. Each bottle opener is unique and each one would fit right in, in any bar or at any party. To the left of the last bottle opener is the reflection of a Heineken bottle, which is obviously in the one-way-mirror-room picking out the 'culprit' from the line up. Below the picture, which takes up the majority of the ad, is the Heineken slogan "The last word in beer" and an opened Heineken bottle cap. The Carlsberg ad I took from GQ magazine, a monthly 'lad' mag. It was one of four Carlsberg ads in the magazine, all of which are from the same advertising campaign. Carlsberg play on their slogan "Probably the best lager in the world". They do this by having Carlsberg delivery vehicles pictured around the world...
pages: 10 (words: 2557)
comments: 1
added: 07/01/2011
MARKETING ASSIGNMENT 1 Q1. Explain what is meant by the marketing concept and illustrate your answer by using an example of a market led organisation. A. The marketing concept is about matching a company's capabilities, with the wants and needs of the customer. The marketing concept is used by organisations in an attempt to satisfy this need. Marketing facilitates an exchange which satisfies the relationship between seller and buyer. Money, Credit, Donations Goods and Services A need is a basic requirement that has to be satisfied. Examples of basic needs are food and drink. One good example of an organisation that takes advantage of one of these basic needs is Coca Cola. Coca Cola use peoples' thirst as a way of selling their products. One way that Coca Cola were led by market demand was that people became increasingly aware of the detrimental effects of sugary products and they are deemed to be unhealthy and fattening, Coca Cola addressed the situation with the launch of Diet Coke. Q2. Compare and contrast the selling and marketing philosophies – using company examples of your choice. The main comparison between marketing and selling is the exchange relationship. The marketing philosophy aims at fulfilling consumers' needs and meeting organizational objectives. The selling philosophy emphasizes aggressive selling techniques. By using a selling philosophy it is believed that consumers will not buy enough of a product if left alone to do so, therefore the organisation will undertake an aggressive selling and promotion effort in order to coax the consumer into making a purchase. An example of companies that uses this approach would be those who supply double glazing. Very often they use 'cold calling' as a method of selling. Definition of 'cold calling' is calling a customer without prior appointment. Starting Focus Means Ends Point By using a marketing philosophy the provider believes the key to achieving success...
pages: 7 (words: 1696)
comments: 1
added: 06/29/2011
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: 2
added: 08/11/2011
Introduction The advent of modern information and telecommunication technologies has made a lot of the traditional mammoth task easier to apprehend, for example, the management of a huge database within a company. Certainly within the past decade, technologies have in a way enabled new management disciplines to materialise. These include customer relationship marketing (CRM); knowledge management (KM); information management (IM) and supply chain management (SCM). In the global environment that companies today operate, it is essential to develop a competitive advantage in all spheres of business processes whether is dealing with product sourcing or service marketing. Today¡¯s customers are fortunate lots where they are faced with multiple choices to choose from whether it is the purchase of cars, financial services and consumable items. It is therefore important to understand the needs of the customers in formulating any marketing plans. For example, the Egg financial services group undertook a study to gauge what the customers want before embarking on its financial services operation. The number of customers attracted doubled of its expectation within the first month of business. There is a distinct difference between the marketing espoused by Egg and the more traditional marketing that emphasize on Pricing, Product, Place and Promotion (4P). So what is the nature of marketing pursued by Egg and other likeminded companies? It is called Customer Relationship Marketing or CRM in short. It is defined as a process of creating, maintaining, and enhancing strong, value-laden relationships with customers and other stakeholders. (1) It involves developing a loyalty from the customer that evolves frequency, regularity and intensity. The distinct difference with traditional marketing is that conventional marketing has no ambition to climb the loyalty ladder. It is also well anchored on the strategy of Pricing, Product, Place and Promotion or commonly known as the 4P, less emphasise on retaining custom. Transaction...
pages: 18 (words: 4804)
comments: 1
added: 06/21/2011
Assignment 2 ARH 102/F/101/3 Marcia Snyman Student no: 0497-4085 Theme: Art marketing structures and strategies Introduction: Craft in context: 'Craft objects have universal attraction that crosses cultural and geographic borders and transcends time'. (Susan Shells chop/Wendy Goldblatt/Doreen Hemp 2002) The global interest in the traditions of other nations is supported by the worldwide desire to travel, as well as by programmes and articles in the media. The form, the volume and the integrity of the material introduce a connection to the roots of a living culture and bring a sense of the permanence of the creative spirit of mankind into the living space. Craft can be defined as useful and aesthetically pleasing objects created mainly by hand asking specific materials and developed skills. (Susan Shellschop/Wendy Goldblatt/ Doreen Hemp 2002) The subject of my discussion/field research is Kim Sacks's gallery/retail outlet in Rosebank Johannesburg where she sells and displays a large range of crafts with the foundation of her interest being the development of ceremanic's in South Africa. Background: Kim Sacks was established in 1986 in Yeoville. Here she founded a pottery school and gallery to develop an appreciation of what ceramics were about. Much of her experience comes from travels through Europe and her studies at the Royal Danish School of Art in Copenhagen. In 1998 she moved the gallery to Rosebank to be closer to the developing market. The gallery is positioned close to the Hyatt and Westcliff hotels, which attract many tourists, and 13000 local cars pass by the gallery daily. The ceramics school still operates from Yeoville. The Gallery: The gallery is a fusion of architectural styles taken from her travels all over the world and combined into a statement on Africa. The entrance to the gallery is enormously high, with pots on the windowsills above the entrance and the walls covered with the latest finds, displayed in layers of...
pages: 5 (words: 1141)
comments: 0
added: 12/14/2011
Examine the problems encountered by arts marketers and suggest was in which organisations might rise to meet particular challenges. Knowing the customers, what they want, then they will come. Module based material Summary/evaluation of any problem/issue Examples of the application of the theoretical material When I visited the National Museum in London for the first time, I was surprised at the huge array of art works which it has, and the multi-cultural atmosphere. The problem was simple, I didn¡¦t know where to start, and some of them are so new that I couldn¡¦t understand well at all. When I have a discussion with one of my friends, we found a guide of foreign tourists, who explains the history of the work, and why it is still valuable today. It was really helpful, and added to our enjoyment of the museum. Sometimes art work on its own can be enjoyed by an individual, however sometimes we need an expert opinion giving background to the piece. ƒÜ What is an arts organisation? The character of arts field; it is not producing products, it is not like a commercial enterprise, it keeps heritages for the future, it give a chance to learn, where we are from, where we are, will show what we¡¦ve done to our descendents. Basically, arts organisation is usually defined as a non-profit organisation. It used be true, however, it is not enough to rely on governments, arts council, patrons, or donation. It is increasing the number of artists, and people are more likely to spend their time on relaxing, something giving pleasure, they don¡¦t mind to spend their money, time on non-material products. But what they are looking for, where they are going. The numbers visiting arts field, such as museums, galleries, theatres, performing arts exhibitions, are going down. More people are going out for entertaining...
pages: 8 (words: 2078)
comments: 0
added: 02/16/2012
Introduction The M1 Youth Connection is an annual event held by The Necessary Stage (TNS). This event is a theatre festival held for, as the name implies, the youth. The festival does not only include theatrical productions but also art exhibitions, concerts. It is an established event that has been on-going for five years. It is also Singapore's only annual festival of theatre and other arts for young people. Backed by its main sponsor MobileOne (M1), the youth connection attempts to fulfil its aims. Aims of the festival: a. To expose young people to high quality, relevant and meaningful contemporary drama productions for young people b. To involve young people in art-making c. To provide opportunities for young people to develop their artistic and aesthetic selves d. To address issues and concerns relating to young people, and to enable the wider community to access young people's concerns Marketing the festival is perhaps one of the most challenging aspects of bringing the event to the public. I shall now go into examining the marketing approach that has been taken by the M1 Youth Connection. Product Strategy Each festival comprises of an international act, a local act and a collaboration of local and international students as well as professionals. Some of their past productions in the festival include Singapore's first-ever play on a bus, Is This Our Stop? (1999), a play at Zouk disco, Zero (1998) by Frantic Assembly (UK), a play and party combined into one, Sex Education Party (2001), interactive theatre in Dreaming Up a Prince (2002), and 8 Addictions (2002), a series of cutting-edge performances at The Heeren Shops. In 2003, there will also be a collaborative installation art exhibition and performance: Fires Within Fires between young people from CHIJ Katong Convent and young people from Scotland. I feel that the product is very attractive and well catered to their target...
pages: 6 (words: 1395)
comments: 1
added: 12/06/2011
i just want to find some of the tools to help me in my career. and i hope that i can find it her. so i can then turn my life way to the better and i want it so much. i want to know every thing about this career from(A)to(Z). i tried to find it in any other site but gis what i didnt find any thing offcours its their in some were but i just cant find it and then i came to you and as i told you i hope to find it here and i think i will find it here. so i will be greatfull to any one who can help me on that thing. but i want it complete so i can learn some thing realy. i want to learn somthing good like Revenue Assessment Worksheet Case study Glossary of key terms Action exercise Further reading links Hotel : Hotel Manager, Front Office Manager, Reservations Manager, Sales Manager Tourism Agencies : Manager, Sales Staff, Reservations Manager , Guide, Reservations Agents. in some little words i want to know every thing about (basic hospitality management knowledge) so can you give me what i'm looking at. a career in marketing (the wanted site) (the wanted site) hospitality Skilled employees professional certification programs Institut Europeen de Management Internationale basic hospitality management knowledge Yield management i gess only you how know that and that's because you are my teacher. and thanks. Elhalawany marketing career...
pages: 1 (words: 248)
comments: 2
added: 11/05/2011
Model Marketing Plan Executive Summary & Table of Contents: Due to the fact that in the Macadamia Nut processing industry there is a high demand for the end product, and that there is much competition among processors to gain supply side customers (producers), marketing efforts need to be focused of the attraction of suppliers apposed to end users customers. Green Farms' objectives are to increase their supply base by 20% in the next financial year, as well as increase output capacity by 20 %. Other goals include the improvement of relations with demand side customers, re: retail outlets & wholesalers. Table of Contents: Current Marketing Situation : Page 1 - 4 Opportunity & Threat Analysis : Page 4 - 6 Financial Objectives : Page 6 Marketing Objectives : Page 6 Marketing Strategy : Page 7 Action Programs : Page 8 Controls : Page 8 Current Marketing Situation: Market Situation: Currently South Africa is producing 12.7% of the total global Macadamia Nut production, and Green Farms' production accounts for approximately 20% of this figure. Last year foreign market growth amounted to 86.67% indicating the market is still in the growth phase. Local markets are more saturated, and only experienced a growth rate of 15%. Further growth in both local and foreign markets is expected in the forthcoming years. SA's largest market base is in Europe and the USA, of which SA produces 34.5% of the total consumption in these areas. Foreign markets are also accessible in Asia and Australia, where SA's market share amounts to roughly 6% of the market. Strong domestic competition is faced in Australia though. Supply side clients are generally private farmers, between the ages of 25 and 60. Qualities demanded by them include: best prices, quality service, quick payment, technical backup, integrity, good information flow, and credit facilities. Demand side clients are comprised of large retail wholesalers in both foreign and...
pages: 6 (words: 1511)
comments: 1
added: 02/11/2012
Car Industry-Porsche Organisational Markets: buyers such as businesses, govt (military kit), hospitals to develop production of other goods. - Industrial consumption goods: IN consumables/ raw materials= metals, iron, crystal. Car components (engines, tyres, material for seats, suspensions, mechanic devices, chassis) WIP Assembly line production OUT finished goods Energy: oil, lubricant, petrol, water. E.g. Ford is biggest purchaser in UK car industry. - Industrial durable goods: machinery, equipment, buildings/factories, plants, transport vehicles. - Organisational= large buyers with on-going contract. Professional buyers of cars wit high technical knowledge. - Derived Demand: E.g. Porsche sales double- tyres supplies/sales double. After sales market increase-suppliers sales increase. - Business Cycles: Car industry may fluctuate due to recessionary economic conditions in a country/competition. Lead to close plants or lay out workers. E.g. Fiat. This type of market suffers more than consumer markets. International Markets: Car companies like Porsche export its products to more than 50 countries while manufacturing takes place mainly in Germany. Allows them to develop new markets but adopt more risks. - Trade internationally because competitors also do. - Mercedes-Benz and BMW benefit by selling more expensive overseas than in local markets due to taxation and currency values. - Screening Process: all car manufacturers use this before deciding where to export, analyse opportunities, research, and use of marketing mix. - E.g. no market for niche cars (Porsche, Bentley, Jaguar) in India and Pakistan. - Adapt to local needs: E.g. Citroen Picasso sold in UK with low suspension and in Brazil with high suspension due to road conditions. Heating and air conditioning in different climatic places. GPRS systems required in big-developed cities. - Polycentrism followed by major manufacturers-adaptation of product is frequent....
pages: 2 (words: 277)
comments: 0
added: 02/12/2012
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