21
•
0 likes•75 views
The document provides a management plan for Houzit's marketing activities. It outlines objectives to increase market share and sales. Three proposed activities are investing in bathroom categories, traditional marketing, and web-based developments. Marketing, promotion, and sales activities are highly integrated. Progress will be monitored through market research and ensuring activities meet objectives. Key performance indicators of ROI and market share will evaluate performance. Responsibilities are delegated and communication strategies coordinate stakeholders to work smoothly.
Report
Share
Report
Share
Download to read offline
Recommended
Email marketing
Email marketing, sometimes also called web marketing or E-Marketing is the method of marketing products or services through the internet using electronic mail. It is one of the most advanced and effective marketing techniques presently available.
STUDY4JOB.COM Introduction to marketing management (SOURCE: SMU)
1. Marketing is a social and economic activity directed towards satisfying customer needs through an exchange process. It involves market segmentation, targeting, and positioning to select specific groups to market to.
2. The marketing mix, also known as the 4Ps, consists of product, price, place, and promotion. It represents the core elements that a marketer can use to influence demand. For services, an extended marketing mix of 7Ps adds people, process, and physical evidence.
3. Marketing managers gather and analyze information from the internal and external environment to inform decisions. Marketing information systems organize data collected through primary and secondary research. Understanding factors like customer demographics, competitors, and the economy helps identify opportunities and threats.
Factors affecting the consurer perception towards the beverage industry in bd
The beverage industry is a very large industry itself in the overall marketing industry prospect in
the context of Bangladesh. It has a huge share in the overall profitability of the market. So
satisfying the customers in that huge market is a big challenge. Alongside that there are many
problems that the industry has to face. Companies use a series of communication tools and attract
the customers in this industry. And the communication tools have their own effect on the
consumer perception towards a particular company. Here comes the use of effect of different
communication tools catching attention towards particular company. This paper aims to
investigate the effects of those communication tools that may influence the consumer
perceptions. In order to achieve this aims, I have worked consistently and visited many places
especially some beverage store to investigate the consumers buying pattern. Moreover, the survey
approach I adopted for data collection and a questionnaire was designed base on the literature
review and research model. At the end of survey, I have collected 150 valid samples for this
research. After the data analysis and discussion, the results indicates that the advertisement, sales
promotion, online promotion, perceive value, are the direct factors influence consumers‘
beverage buying behavior. Moreover, satisfaction, perception, purchase are also the factors
influenced consumers buying behavior. And from the findings from the analysis of my survey, I
can see that Advertisement as a whole has the most importance as a factor in effecting consumer
perception. So when thinking of about satisfying the customers of beverage industry the
advertisement effect needs to be considered.
Strategic Marketing versus Tactical Marketing
Strategic marketing involves developing a long-term plan to achieve marketing goals, while tactical marketing focuses on short-term actions. The document discusses that strategic marketing must come before tactical marketing and provides examples of each. It also outlines the key steps in developing an effective marketing strategy, including understanding the target audience, defining goals, developing communication strategies, and creating a budget. Both strategic and tactical approaches are needed to successfully implement a marketing plan.
Marketing plan process
1. A marketing plan details the necessary actions to achieve marketing objectives over 1-5 years. It includes strategic foundations and specific action plans.
2. Marketing plans are formalized in writing and involve analyzing the marketing environment, activities, and systems to determine objectives and strategies.
3. The planning process moves from general corporate objectives and mission to specific marketing objectives that are measurable and can be used to monitor performance.
Marketing Planning Process
The document discusses the marketing planning process at different levels of an organization. It describes the steps in planning including analyzing opportunities, developing strategies, and allocating funds. Planning occurs at the corporate, division, business unit, and product levels. The key aspects of planning at each level are defined, such as establishing strategic business units and assessing growth opportunities at the corporate level. Product planning develops individual marketing plans within the overarching plans of higher levels.
Evans berman chapter_04
This chapter discusses the importance of marketing information for decision making. It explains that a marketing information system collects, analyzes, and stores both internal and external data on an ongoing basis. The chapter also describes the marketing research process, which involves defining problems, examining secondary data, collecting and analyzing primary data, developing recommendations, and implementing findings. Both qualitative and quantitative research methods are used to gather comprehensive and reliable marketing intelligence.
3) chapter 28 overheads
Marketing research involves gathering information about consumers and customers to help identify opportunities and solve problems for marketers. It provides data to implement marketing plans and assess performance. The primary goal is obtaining insights into consumer preferences, opinions, behaviors, trends and plans. Marketing research is valuable for companies of all sizes as it can help determine which products to offer, where to sell them, how to promote them and price them, saving companies money by predicting success. Different types of marketing research include attitude, market, media and product research.
Recommended
Email marketing
Email marketing, sometimes also called web marketing or E-Marketing is the method of marketing products or services through the internet using electronic mail. It is one of the most advanced and effective marketing techniques presently available.
STUDY4JOB.COM Introduction to marketing management (SOURCE: SMU)
1. Marketing is a social and economic activity directed towards satisfying customer needs through an exchange process. It involves market segmentation, targeting, and positioning to select specific groups to market to.
2. The marketing mix, also known as the 4Ps, consists of product, price, place, and promotion. It represents the core elements that a marketer can use to influence demand. For services, an extended marketing mix of 7Ps adds people, process, and physical evidence.
3. Marketing managers gather and analyze information from the internal and external environment to inform decisions. Marketing information systems organize data collected through primary and secondary research. Understanding factors like customer demographics, competitors, and the economy helps identify opportunities and threats.
Factors affecting the consurer perception towards the beverage industry in bd
The beverage industry is a very large industry itself in the overall marketing industry prospect in
the context of Bangladesh. It has a huge share in the overall profitability of the market. So
satisfying the customers in that huge market is a big challenge. Alongside that there are many
problems that the industry has to face. Companies use a series of communication tools and attract
the customers in this industry. And the communication tools have their own effect on the
consumer perception towards a particular company. Here comes the use of effect of different
communication tools catching attention towards particular company. This paper aims to
investigate the effects of those communication tools that may influence the consumer
perceptions. In order to achieve this aims, I have worked consistently and visited many places
especially some beverage store to investigate the consumers buying pattern. Moreover, the survey
approach I adopted for data collection and a questionnaire was designed base on the literature
review and research model. At the end of survey, I have collected 150 valid samples for this
research. After the data analysis and discussion, the results indicates that the advertisement, sales
promotion, online promotion, perceive value, are the direct factors influence consumers‘
beverage buying behavior. Moreover, satisfaction, perception, purchase are also the factors
influenced consumers buying behavior. And from the findings from the analysis of my survey, I
can see that Advertisement as a whole has the most importance as a factor in effecting consumer
perception. So when thinking of about satisfying the customers of beverage industry the
advertisement effect needs to be considered.
Strategic Marketing versus Tactical Marketing
Strategic marketing involves developing a long-term plan to achieve marketing goals, while tactical marketing focuses on short-term actions. The document discusses that strategic marketing must come before tactical marketing and provides examples of each. It also outlines the key steps in developing an effective marketing strategy, including understanding the target audience, defining goals, developing communication strategies, and creating a budget. Both strategic and tactical approaches are needed to successfully implement a marketing plan.
Marketing plan process
1. A marketing plan details the necessary actions to achieve marketing objectives over 1-5 years. It includes strategic foundations and specific action plans.
2. Marketing plans are formalized in writing and involve analyzing the marketing environment, activities, and systems to determine objectives and strategies.
3. The planning process moves from general corporate objectives and mission to specific marketing objectives that are measurable and can be used to monitor performance.
Marketing Planning Process
The document discusses the marketing planning process at different levels of an organization. It describes the steps in planning including analyzing opportunities, developing strategies, and allocating funds. Planning occurs at the corporate, division, business unit, and product levels. The key aspects of planning at each level are defined, such as establishing strategic business units and assessing growth opportunities at the corporate level. Product planning develops individual marketing plans within the overarching plans of higher levels.
Evans berman chapter_04
This chapter discusses the importance of marketing information for decision making. It explains that a marketing information system collects, analyzes, and stores both internal and external data on an ongoing basis. The chapter also describes the marketing research process, which involves defining problems, examining secondary data, collecting and analyzing primary data, developing recommendations, and implementing findings. Both qualitative and quantitative research methods are used to gather comprehensive and reliable marketing intelligence.
3) chapter 28 overheads
Marketing research involves gathering information about consumers and customers to help identify opportunities and solve problems for marketers. It provides data to implement marketing plans and assess performance. The primary goal is obtaining insights into consumer preferences, opinions, behaviors, trends and plans. Marketing research is valuable for companies of all sizes as it can help determine which products to offer, where to sell them, how to promote them and price them, saving companies money by predicting success. Different types of marketing research include attitude, market, media and product research.
Marketing plan
This document outlines the key components of a marketing plan, including an analysis of the product's market and competitors, positioning of the product, messaging and targeting of consumer demographics, packaging and pricing details, a launch plan, and strategies for promotion, distribution, and measuring success. The plan describes the competitive landscape, strengths and weaknesses of competitors' products, and how the new product compares. It also provides high-level summaries of costs, budgets, distribution channels, vertical market opportunities, and goals for the first and additional years.
M8 L1 Marketing Mix
The document discusses factors that affect a company's marketing mix, including both external factors outside a company's control and internal factors that a company can monitor and adjust. Some key external factors are customer attitudes, economic conditions, technological advances, political forces, natural forces, and competition. Important internal factors include company objectives, policies, and financial situation. The overall marketing concept discussed is that a business should focus on satisfying customer needs and wants while also generating a profit.
Market segmentation
The document proposes an integrated marketing campaign to promote Energy Bar & Co. products to white-collar workers ages 18-34 as a nutritious meal replacement. The campaign will utilize traditional, social, and earned media strategies, as well as events and promotions, to communicate that Energy Bar products provide energy to achieve a balanced, healthy lifestyle. The campaign's success will be evaluated both quantitatively through sales data and website analytics, and qualitatively through focus groups, to optimize advertising spending and message delivery.
5) chapter 30 notes dec 10
The document discusses the steps involved in product planning and development, including identifying target markets, competitors, and desired brand image. It describes the key terms related to a company's product mix, such as product lines, items, width, and depth. The seven main steps of new product development are outlined, from generating ideas to evaluating customer acceptance. Existing products can be developed through line extensions or modifications to appeal to new customers or markets.
Chapter3
The document discusses marketing planning and the planning process. It explains that planning involves determining the steps needed to achieve organizational goals. Marketing planning is analyzed at different organizational levels and involves assessing opportunities, competitors, and developing marketing strategies. The strategic planning process determines an organization's mission, vision, and objectives to fit its external environment.
Business growth strategy
The method a company uses to expand its business is largely contingent upon its financial situation, the competition, and even government regulation. Some common growth strategies in business include market penetration, market expansion, product expansion, diversification and acquisition.
http://www.ndimdelhi.org/
The Art of Marketing Mix & Attribution - Kvantum Point of View 2017
Agenda
How is marketing mix modeling & attribution modeling done today?
Key challenges with marketing mix & attribution.
Evolution of marketing mix & attribution.
Evolving role of marketing mix & attribution in building consumer journeys, media optimization, and overall decision making.
controlling marketing effort & global market selection
This document discusses controlling marketing efforts and selecting global target markets.
It first covers controlling marketing efforts, including setting standards, measuring deviations, and taking corrective action. It also discusses managing the marketing mix, analyzing the company's situation, operating controls, strategic controls, and analyzing the marketing environment.
The document then discusses factors to consider when selecting global target markets, such as political/legal factors, economic factors, social/cultural factors, and technological factors. It emphasizes collecting market information and considering aspects like GDP, income, culture, communications, and technology availability when evaluating potential markets.
Marketing Planning, Organization and Audit
The document provides information about marketing planning, organization, and audit. It discusses the meaning and components of a marketing plan including objectives, steps, and advantages/limitations. It also describes factors that influence marketing organization structure and common types of structures like line and staff, functional, product-based, customer-based, and matrix. Finally, it defines marketing audit and outlines its key components including analyzing the marketing environment, strategies, organization, systems, productivity, and functions. The goal of a marketing audit is to evaluate marketing performance and identify opportunities for improvement.
Managerial perspective on marketing
This document discusses perspectives on marketing and the marketing concept. It describes how marketing was traditionally viewed as selling but now focuses on understanding customer needs. A marketing oriented organization provides information on customer needs throughout the company and coordinates functions to achieve goals. The document also outlines the marketing planning process, noting it takes place at both the corporate and middle management levels and involves situation analysis, objective setting, and strategy and program development.
DIFFERENT APPROACHES TO THE STUDY OF MARKETING
This document outlines two approaches to studying marketing: the institutional approach and the commodity approach. The institutional approach examines the activities of business organizations and people involved in marketing by identifying various marketing institutions like merchants, agents, and facilitators and analyzing how well they perform marketing functions. The commodity approach focuses analysis on the movement of a product or class of products from production to ultimate consumers as the commodity undergoes changes to meet consumer tastes and preferences. Both approaches are needed to systematically analyze marketing issues, present important aspects of marketing, provide detailed problem analysis, and understand marketing institutions and their performance of functions.
Marketing concepts.pptx
This document provides an overview of key marketing concepts for designers to understand. It discusses how marketing involves communicating the value of products/services to customers and building relationships. The lecture examines consumer behavior, the 4 P's framework, market segmentation, branding, and how technologies can enhance marketing. It emphasizes that designers should appreciate marketing's role in serving customers and work collaboratively with marketing professionals to ensure products meet consumer needs.
9) chapter 17 promotional concepts
This document discusses promotion and promotional strategies. It begins by defining promotion and the promotional mix, which includes advertising, sales promotions, public relations, and personal selling. It then distinguishes between product promotion, which encourages consumers to select a company's products, and institutional promotion, which creates a favorable company image. The document concludes by describing various promotional tools like coupons, premiums, incentives, and loyalty programs that are used to encourage purchasing.
Strategic marketing planning & organisation
The document discusses strategic planning at various organizational levels. It explains that corporate strategic plans provide direction for lower levels and address objectives, vision, and growth strategies. Business strategic plans determine how a business unit will compete through its market scope and competitive advantage. Marketing strategic plans focus on selecting target markets and developing marketing mix strategies.
Global Strategic Marketing Introduction
1. The document discusses the key concepts and principles of marketing, including defining marketing and distinguishing it from macro-marketing. It also outlines the universal marketing functions and how various intermediaries and collaborators perform them.
2. The marketing concept and customer value are explained, emphasizing that customer satisfaction should guide a firm's total efforts. Creating superior customer value through benefits and low costs is important for satisfying customers.
3. Social responsibility and marketing ethics in relation to the marketing concept are discussed. Firms must balance individual and group needs to act responsibly in the micro-macro dilemma.
Chapter2
The document summarizes key concepts from a marketing chapter, including:
1) It defines the marketing environment as the set of forces that affect a company's ability to build relationships with customers. This includes the microenvironment of actors close to the company and the macroenvironment of broader societal forces.
2) It distinguishes between consumer markets, made up of end users, and business markets, made up of organizations that purchase goods for further production or resale.
3) It outlines some of the major forces in the marketing environment, including competitors, suppliers, customers, and socioeconomic, technological, political, and cultural trends.
INTRODUCTION TO MARKETING MANAGEMENT
This document provides an introduction and overview of key marketing concepts including needs, wants and demands, products, exchange and transactions, markets, and different marketing concepts such as production, product, selling, marketing, and societal concepts. It also discusses the importance of marketing and analyzing the internal and external marketing environment, including factors such as economic, demographic, social/cultural, political/legal, and technological environments. Finally, it compares the differences between selling and marketing orientations.
Mba – marketing management
The document provides an overview of marketing research and the marketing research process. It discusses defining the problem and research objectives, developing a research plan including determining data needs and sources, collecting both primary and secondary data using various qualitative and quantitative techniques, and interpreting and reporting findings to key decision makers. The goal of marketing research is to provide systematic and useful information to address marketing problems and support effective business decisions.
Pharmaceutical Marketing in the New Age
“Marketing 2.0” in the pharmaceutical industry is no longer about just saying that our product is different and hoping customers will see it that way. It’s very much about making it so and then about finding our way to engage customers in a “conversation” that helps create the value rather than just promoting it through armies of medical representatives. We need to develop new, end-to-end processes that shape our relationships with physicians, payers, patients and care-givers.
Marketing Management
This document discusses marketing management and marketing concepts. It defines marketing management as the process of planning, pricing, promoting and distributing goods and services to satisfy customer and organizational objectives. It then outlines the five main marketing concepts: production concept, product concept, selling concept, marketing concept, and societal marketing concept. For each concept it provides a philosophy, objectives and examples. It also discusses the marketing mix, marketing system, and the 7Ps of the expanded marketing mix.
Running Head Marketing PlanSWOT Analysis .docx
Running Head: Marketing Plan/SWOT Analysis 1
Marketing Plan/SWOT Analysis 14
Marketing plan/ SWOT analysis
Heather Taylor
Kaplan
MT499: Bachelors Capstone in Management-peregrine
Prof: Angie Sokol
July 31, 2016
Part 1
A well-developed strategy will aid in the realization of the business goals and build a strong reputation for your products. This marketing strategy helps in the focusing of the company products and services to the market segment most appropriate for them. The development process usually involves the creation of two ideas that are powerful to create awareness of the business and its products thereof (Hooley and Saunders 2004)
Marketing strategy is a component of a marketing plan that aims at directing the program toward the achievement of the organisational goals and objectives. Marketing plan is therefore a comprehensive document that lays bare all the regulatory advertising and marketing efforts and activities that are geared towards achieving these goals within a given duration of time. Marketing strategy has a pivotal role in increasing the sales volume of every organisation and realizing sustainable competitive edge. (Viardot, 2004) It encompasses all primary, short-term and long-term activities in the marketing field and it entails analysis of the initial strategic position of business together with the creation, evaluation and selection of market-geared strategies and hence lend to the goals of the firm as well as its marketing objective.
The process of marketing strategy development begins with the evaluation of the environmental factors, which entails the strategic constraints. It is therefore necessary to have a clear understanding of the external environment, including, technological, economic, cultural, political and legal elements of the environment. Secondly, goals are chosen and objectives set. A marketing strategy is, therefore, the explanation of all the specific actions to be taken to achieve the set goals. Marketing strategies are interactive and dynamic; partially planned and partially unplanned (Luke, 2004) this is to give room for the business to react to unforeseen challenges within the marketing environment as they try to keep focussed on a particular direction. A longer time span is preferred, usually five years. Simulation models such as customer lifetime value models aid marketers to conduct “what if” analysis to try and predict what might happen in future if certain conditions are met, and rate the extent to which such actions can affect the organisation’s revenue per customer and the churn rate. Strategies offer specification on how to adjust the marketing mix; firms can use tools such as marketing mix model to aid the resource allocation decision for various media and distribution of funds across a portfolio of brands.
An effective marketing heavily leans a well-informe ...
Smb106 5
The document discusses the evolution of modern marketing departments and additional topics in marketing management. It describes how marketing departments have evolved from simple sales departments to encompass broader functions like advertising, PR, and customer relationship management. The document also outlines trends in the business environment that have impacted marketing, such as globalization, technology advances, reengineering, outsourcing, and collaboration with suppliers. Finally, it discusses developing holistic marketing organizations by outlining strategies for organization-wide marketing orientation and how to implement, evaluate, and control marketing programs.
More Related Content
What's hot
Marketing plan
This document outlines the key components of a marketing plan, including an analysis of the product's market and competitors, positioning of the product, messaging and targeting of consumer demographics, packaging and pricing details, a launch plan, and strategies for promotion, distribution, and measuring success. The plan describes the competitive landscape, strengths and weaknesses of competitors' products, and how the new product compares. It also provides high-level summaries of costs, budgets, distribution channels, vertical market opportunities, and goals for the first and additional years.
M8 L1 Marketing Mix
The document discusses factors that affect a company's marketing mix, including both external factors outside a company's control and internal factors that a company can monitor and adjust. Some key external factors are customer attitudes, economic conditions, technological advances, political forces, natural forces, and competition. Important internal factors include company objectives, policies, and financial situation. The overall marketing concept discussed is that a business should focus on satisfying customer needs and wants while also generating a profit.
Market segmentation
The document proposes an integrated marketing campaign to promote Energy Bar & Co. products to white-collar workers ages 18-34 as a nutritious meal replacement. The campaign will utilize traditional, social, and earned media strategies, as well as events and promotions, to communicate that Energy Bar products provide energy to achieve a balanced, healthy lifestyle. The campaign's success will be evaluated both quantitatively through sales data and website analytics, and qualitatively through focus groups, to optimize advertising spending and message delivery.
5) chapter 30 notes dec 10
The document discusses the steps involved in product planning and development, including identifying target markets, competitors, and desired brand image. It describes the key terms related to a company's product mix, such as product lines, items, width, and depth. The seven main steps of new product development are outlined, from generating ideas to evaluating customer acceptance. Existing products can be developed through line extensions or modifications to appeal to new customers or markets.
Chapter3
The document discusses marketing planning and the planning process. It explains that planning involves determining the steps needed to achieve organizational goals. Marketing planning is analyzed at different organizational levels and involves assessing opportunities, competitors, and developing marketing strategies. The strategic planning process determines an organization's mission, vision, and objectives to fit its external environment.
Business growth strategy
The method a company uses to expand its business is largely contingent upon its financial situation, the competition, and even government regulation. Some common growth strategies in business include market penetration, market expansion, product expansion, diversification and acquisition.
http://www.ndimdelhi.org/
The Art of Marketing Mix & Attribution - Kvantum Point of View 2017
Agenda
How is marketing mix modeling & attribution modeling done today?
Key challenges with marketing mix & attribution.
Evolution of marketing mix & attribution.
Evolving role of marketing mix & attribution in building consumer journeys, media optimization, and overall decision making.
controlling marketing effort & global market selection
This document discusses controlling marketing efforts and selecting global target markets.
It first covers controlling marketing efforts, including setting standards, measuring deviations, and taking corrective action. It also discusses managing the marketing mix, analyzing the company's situation, operating controls, strategic controls, and analyzing the marketing environment.
The document then discusses factors to consider when selecting global target markets, such as political/legal factors, economic factors, social/cultural factors, and technological factors. It emphasizes collecting market information and considering aspects like GDP, income, culture, communications, and technology availability when evaluating potential markets.
Marketing Planning, Organization and Audit
The document provides information about marketing planning, organization, and audit. It discusses the meaning and components of a marketing plan including objectives, steps, and advantages/limitations. It also describes factors that influence marketing organization structure and common types of structures like line and staff, functional, product-based, customer-based, and matrix. Finally, it defines marketing audit and outlines its key components including analyzing the marketing environment, strategies, organization, systems, productivity, and functions. The goal of a marketing audit is to evaluate marketing performance and identify opportunities for improvement.
Managerial perspective on marketing
This document discusses perspectives on marketing and the marketing concept. It describes how marketing was traditionally viewed as selling but now focuses on understanding customer needs. A marketing oriented organization provides information on customer needs throughout the company and coordinates functions to achieve goals. The document also outlines the marketing planning process, noting it takes place at both the corporate and middle management levels and involves situation analysis, objective setting, and strategy and program development.
DIFFERENT APPROACHES TO THE STUDY OF MARKETING
This document outlines two approaches to studying marketing: the institutional approach and the commodity approach. The institutional approach examines the activities of business organizations and people involved in marketing by identifying various marketing institutions like merchants, agents, and facilitators and analyzing how well they perform marketing functions. The commodity approach focuses analysis on the movement of a product or class of products from production to ultimate consumers as the commodity undergoes changes to meet consumer tastes and preferences. Both approaches are needed to systematically analyze marketing issues, present important aspects of marketing, provide detailed problem analysis, and understand marketing institutions and their performance of functions.
Marketing concepts.pptx
This document provides an overview of key marketing concepts for designers to understand. It discusses how marketing involves communicating the value of products/services to customers and building relationships. The lecture examines consumer behavior, the 4 P's framework, market segmentation, branding, and how technologies can enhance marketing. It emphasizes that designers should appreciate marketing's role in serving customers and work collaboratively with marketing professionals to ensure products meet consumer needs.
9) chapter 17 promotional concepts
This document discusses promotion and promotional strategies. It begins by defining promotion and the promotional mix, which includes advertising, sales promotions, public relations, and personal selling. It then distinguishes between product promotion, which encourages consumers to select a company's products, and institutional promotion, which creates a favorable company image. The document concludes by describing various promotional tools like coupons, premiums, incentives, and loyalty programs that are used to encourage purchasing.
Strategic marketing planning & organisation
The document discusses strategic planning at various organizational levels. It explains that corporate strategic plans provide direction for lower levels and address objectives, vision, and growth strategies. Business strategic plans determine how a business unit will compete through its market scope and competitive advantage. Marketing strategic plans focus on selecting target markets and developing marketing mix strategies.
Global Strategic Marketing Introduction
1. The document discusses the key concepts and principles of marketing, including defining marketing and distinguishing it from macro-marketing. It also outlines the universal marketing functions and how various intermediaries and collaborators perform them.
2. The marketing concept and customer value are explained, emphasizing that customer satisfaction should guide a firm's total efforts. Creating superior customer value through benefits and low costs is important for satisfying customers.
3. Social responsibility and marketing ethics in relation to the marketing concept are discussed. Firms must balance individual and group needs to act responsibly in the micro-macro dilemma.
Chapter2
The document summarizes key concepts from a marketing chapter, including:
1) It defines the marketing environment as the set of forces that affect a company's ability to build relationships with customers. This includes the microenvironment of actors close to the company and the macroenvironment of broader societal forces.
2) It distinguishes between consumer markets, made up of end users, and business markets, made up of organizations that purchase goods for further production or resale.
3) It outlines some of the major forces in the marketing environment, including competitors, suppliers, customers, and socioeconomic, technological, political, and cultural trends.
INTRODUCTION TO MARKETING MANAGEMENT
This document provides an introduction and overview of key marketing concepts including needs, wants and demands, products, exchange and transactions, markets, and different marketing concepts such as production, product, selling, marketing, and societal concepts. It also discusses the importance of marketing and analyzing the internal and external marketing environment, including factors such as economic, demographic, social/cultural, political/legal, and technological environments. Finally, it compares the differences between selling and marketing orientations.
Mba – marketing management
The document provides an overview of marketing research and the marketing research process. It discusses defining the problem and research objectives, developing a research plan including determining data needs and sources, collecting both primary and secondary data using various qualitative and quantitative techniques, and interpreting and reporting findings to key decision makers. The goal of marketing research is to provide systematic and useful information to address marketing problems and support effective business decisions.
Pharmaceutical Marketing in the New Age
“Marketing 2.0” in the pharmaceutical industry is no longer about just saying that our product is different and hoping customers will see it that way. It’s very much about making it so and then about finding our way to engage customers in a “conversation” that helps create the value rather than just promoting it through armies of medical representatives. We need to develop new, end-to-end processes that shape our relationships with physicians, payers, patients and care-givers.
Marketing Management
This document discusses marketing management and marketing concepts. It defines marketing management as the process of planning, pricing, promoting and distributing goods and services to satisfy customer and organizational objectives. It then outlines the five main marketing concepts: production concept, product concept, selling concept, marketing concept, and societal marketing concept. For each concept it provides a philosophy, objectives and examples. It also discusses the marketing mix, marketing system, and the 7Ps of the expanded marketing mix.
What's hot (20)
The Art of Marketing Mix & Attribution - Kvantum Point of View 2017
The Art of Marketing Mix & Attribution - Kvantum Point of View 2017
controlling marketing effort & global market selection
controlling marketing effort & global market selection
Similar to 21
Running Head Marketing PlanSWOT Analysis .docx
Running Head: Marketing Plan/SWOT Analysis 1
Marketing Plan/SWOT Analysis 14
Marketing plan/ SWOT analysis
Heather Taylor
Kaplan
MT499: Bachelors Capstone in Management-peregrine
Prof: Angie Sokol
July 31, 2016
Part 1
A well-developed strategy will aid in the realization of the business goals and build a strong reputation for your products. This marketing strategy helps in the focusing of the company products and services to the market segment most appropriate for them. The development process usually involves the creation of two ideas that are powerful to create awareness of the business and its products thereof (Hooley and Saunders 2004)
Marketing strategy is a component of a marketing plan that aims at directing the program toward the achievement of the organisational goals and objectives. Marketing plan is therefore a comprehensive document that lays bare all the regulatory advertising and marketing efforts and activities that are geared towards achieving these goals within a given duration of time. Marketing strategy has a pivotal role in increasing the sales volume of every organisation and realizing sustainable competitive edge. (Viardot, 2004) It encompasses all primary, short-term and long-term activities in the marketing field and it entails analysis of the initial strategic position of business together with the creation, evaluation and selection of market-geared strategies and hence lend to the goals of the firm as well as its marketing objective.
The process of marketing strategy development begins with the evaluation of the environmental factors, which entails the strategic constraints. It is therefore necessary to have a clear understanding of the external environment, including, technological, economic, cultural, political and legal elements of the environment. Secondly, goals are chosen and objectives set. A marketing strategy is, therefore, the explanation of all the specific actions to be taken to achieve the set goals. Marketing strategies are interactive and dynamic; partially planned and partially unplanned (Luke, 2004) this is to give room for the business to react to unforeseen challenges within the marketing environment as they try to keep focussed on a particular direction. A longer time span is preferred, usually five years. Simulation models such as customer lifetime value models aid marketers to conduct “what if” analysis to try and predict what might happen in future if certain conditions are met, and rate the extent to which such actions can affect the organisation’s revenue per customer and the churn rate. Strategies offer specification on how to adjust the marketing mix; firms can use tools such as marketing mix model to aid the resource allocation decision for various media and distribution of funds across a portfolio of brands.
An effective marketing heavily leans a well-informe ...
Smb106 5
The document discusses the evolution of modern marketing departments and additional topics in marketing management. It describes how marketing departments have evolved from simple sales departments to encompass broader functions like advertising, PR, and customer relationship management. The document also outlines trends in the business environment that have impacted marketing, such as globalization, technology advances, reengineering, outsourcing, and collaboration with suppliers. Finally, it discusses developing holistic marketing organizations by outlining strategies for organization-wide marketing orientation and how to implement, evaluate, and control marketing programs.
Unit 2Marketing Essentials.docx
This unit introduces students to marketing principles and developing a basic marketing plan. It discusses how organizations like Apple, Google, and Coca-Cola use marketing techniques to influence customers. Students will learn theories, frameworks, and how to relate them to real world examples. Successfully completing the unit will enhance students' career opportunities. The document then provides learning outcomes on the roles and functions of marketing, the marketing mix (7Ps), and developing a marketing plan. It includes an example case study of Toyota Motor Corporation.
Unit 2Marketing Essentials.docx
This unit introduces students to marketing principles and developing a basic marketing plan. Students will learn theories and frameworks and apply them to real world examples. Organizations of all sizes use marketing to influence customers. Students who successfully complete this unit will gain knowledge, skills, and understanding to enhance their career opportunities. The document then provides learning outcomes on the roles and responsibilities of marketing, the 7Ps marketing mix, and components of a marketing plan including segmentation, objectives, strategy, and monitoring. It also provides examples of Toyota's corporate structure and marketing processes.
Untitled-1
Very aims to enter the maternity market within the next year through optimizing their online presence and implementing new communication strategies. A situational analysis found that focusing on personalization has been key to Very's success since 2013. Research identified a gap in the maternity market around renting clothing and more social/tailored communication. Very will differentiate itself by incorporating popular maternity brands and launching their own organic fabric line. Tactics over the next year include optimizing the mobile app and website, content marketing, and launching a maternity blog and collection. Continuous consumer feedback will allow Very to monitor success and make changes if needed when entering this new market.
Effect of Pull and Push Marketing Strategies in the Pharmaceutical Field
Effect of Pull and Push Marketing Strategies in the Pharmaceutical FieldInternational Journal of Business Marketing and Management (IJBMM)
Marketing principles have been changing through decades, being influenced by different
environmental factors and advanced technologies. Even how we define marketing is changing, and what we
expect from successful marketing campaign is also changing. The latest definition of marketing is; it is an
exchange process, where needs and wants are satisfied, competing for the purchasing power of consumers
(Brunswick, April 2014)CUSTOMER SATISFACTION 69CUSTOMER SATISFACTION 69 (16 CH.docx
CUSTOMER SATISFACTION 69
CUSTOMER SATISFACTION 69
(
16
CHAPTER I THE FUNCTIONS OF MARKETING
) (
To remain competitive, hospitality organizations must keep up w
ith the ever-changing market. Courtesy of The Melting Pot.
)THE MARKETING MIX
Marketing managers have used the term marketing mix for a long time. The concept of the marketing mix has gained universal acceptance. It is important for hospitality marketing students to understand this concept, both conceptually and strategically. This section outlines the major components of the traditional marketing mix, and the next section covers the hospitality marketing mix that was offered as an alternative for the industry. We will explain the similarities and differences between the two approaches. A successful hospitality organization is one that focuses on the needs and wants of the consumers and markets the product-service mix of the operation. Management of this type of operation involves integrating the components of the marketing mix into a marketing program that will appeal to potential consumers and meet the goals and objectives of the firm. The following sections will introduce the components of the marketing mix, which will be discussed in more detail in Chapters 7 to 14.
The Traditional Marketing Mix
The marketing mix, many believe, consists of four elements, often called the four P's of marketing:
THE MARKETING MIX 17
PRICE. The price component refers to the value placed by a firm on its products and services. Some of the decisions involve pricing the product line, discounting strategies, and positioning against competitors.
PRODUCT. This component refers to the unique combination of goods and services offered by a firm to consumers. The product includes both the tangible and intangible elements of the service offering. Product decisions involve product attributes such as quality, the breadth and mix of the product line (i.e., the number and type of products and services offered by a firm), and services such as warranties and guarantees.
PLACE. The place component refers to the manner in which the products and services are being delivered to consumers. This component is sometimes referred to as distribution, and it involves decisions related to the location of facilities and the use of intermediaries. In addition, the marketing of services includes the decision regarding customer involvement in the production process.
PROMOTION. This component refers to the methods used to communicate with consumer markets. The promotion mix includes advertising, personal selling, sales promotions (e.g., coupons, rebates, and contests), and publicity. These are the vehicles that can be used to communicate the firm's intended messages to consumers. The decisions for promotion involve the amount to be spent on each component of the promotion mix, the strategies for each of the components, and the overall message to be sent.
Price
Price refers to the value placed by a firm on its product.
Marketing strategy of airtel
The document provides information about marketing, marketing strategy, and the marketing mix. It discusses key concepts in marketing including the marketing concept, relationship marketing, and the 4Ps of the marketing mix: product, price, place, and promotion. It also discusses marketing strategy, explaining it as a process to concentrate resources on optimal opportunities to increase sales and achieve competitive advantage. The marketing mix and external/internal environmental scans are important parts of developing a marketing strategy. The document then focuses on describing each element of the traditional 4Ps marketing mix model: product, price, place, and promotion.
Final Internshp Report by mostafa.doc
This document provides an introduction and background to analyzing the marketing strategy of Foodpanda. It begins with an introduction to online food delivery and Foodpanda's large market share. The purpose is stated as analyzing Foodpanda's marketing strategy in Hong Kong and Singapore.
The report will be divided into a theoretical section explaining key marketing terms and a practical section analyzing Foodpanda's current situation, marketing strategies, and consumer research. Situation analysis tools like SWOT, Porter's Five Forces, and the segmentation-targeting-positioning framework will be used. Primary and secondary research methods are described. The objectives are to understand Foodpanda's marketing mix and gain knowledge to apply to other companies.
7 Managing Marketing ActivitiesThomas NorthcutDigital Vis.docx
7 Managing Marketing Activities
Thomas Northcut/Digital Vision/Thinkstock
Marketing is too important to be left to the marketing department.
—David Packard
Learning Objectives
After reading this chapter, you should be able to do the following:
• Define marketing and explain how the marketing concept is patient centered in HCOs.
• Discuss the relationship between organizational planning and marketing planning with regard to objectives
and strategies throughout the planning levels.
• Name the three basic marketing strategies that can be used under the product/market approach to market-
ing strategy development, identify two other approaches to marketing strategy development, and list four
factors influencing the strategy selection.
• Discuss how the four strategic elements of the marketing mix become marketing tactics for implementing
the selected marketing strategy.
• Identify two basic types of organizational structures for managing marketing activities.
• Explain how ethical issues in marketing relate to marketing decisions, and provide examples of ethical
issues facing healthcare providers.
Section 7.1What Is Marketing?
Introduction
This chapter provides an overview of marketing, the relationship between marketing plan-
ning and overall organizational planning, basic marketing strategies, and approaches to orga-
nizing marketing activities in an HCO. This chapter also includes a discussion of the ethical
decision-making process in marketing and lays the groundwork for later chapters on the mar-
keting process and its role in HCOs.
7.1 What Is Marketing?
The marketing of HCOs is a relatively recent phenomenon. It was as late as 1977 that the
American Hospital Association held its first convocation on marketing. Much of the early mar-
keting efforts by hospitals were aimed toward the recruitment and retention of physicians.
Many physicians remained skeptical of marketing to patients and believed it was unprofes-
sional. However, as healthcare has become more complex and expensive, HCOs and individual
healthcare providers have seen the need to better communicate to patients the value of their
services (MacStravic, 1994).
Over the last two decades, the discussion of marketing in HCOs has evolved from whether
it was even appropriate for HCOs to use marketing to give the organization a competitive
advantage and “tell its story.” But what is meant by the term marketing?
Various definitions of marketing have evolved over the years, but one that appears to be fairly
complete is as follows: Marketing directs those activities that involve the creation and distribu-
tion of products and services to identified market segments. Several key words in this defini-
tion need further explanation. First, what is meant by the words marketing directs. This is a
managerial perspective rather than a residual perspective, which is concerned only with
what has to be done to get goods and services to customers. A managerial pers.
7 Managing Marketing ActivitiesThomas NorthcutDigital Vis.docx
7 Managing Marketing Activities
Thomas Northcut/Digital Vision/Thinkstock
Marketing is too important to be left to the marketing department.
—David Packard
Learning Objectives
After reading this chapter, you should be able to do the following:
• Define marketing and explain how the marketing concept is patient centered in HCOs.
• Discuss the relationship between organizational planning and marketing planning with regard to objectives
and strategies throughout the planning levels.
• Name the three basic marketing strategies that can be used under the product/market approach to market-
ing strategy development, identify two other approaches to marketing strategy development, and list four
factors influencing the strategy selection.
• Discuss how the four strategic elements of the marketing mix become marketing tactics for implementing
the selected marketing strategy.
• Identify two basic types of organizational structures for managing marketing activities.
• Explain how ethical issues in marketing relate to marketing decisions, and provide examples of ethical
issues facing healthcare providers.
Section 7.1What Is Marketing?
Introduction
This chapter provides an overview of marketing, the relationship between marketing plan-
ning and overall organizational planning, basic marketing strategies, and approaches to orga-
nizing marketing activities in an HCO. This chapter also includes a discussion of the ethical
decision-making process in marketing and lays the groundwork for later chapters on the mar-
keting process and its role in HCOs.
7.1 What Is Marketing?
The marketing of HCOs is a relatively recent phenomenon. It was as late as 1977 that the
American Hospital Association held its first convocation on marketing. Much of the early mar-
keting efforts by hospitals were aimed toward the recruitment and retention of physicians.
Many physicians remained skeptical of marketing to patients and believed it was unprofes-
sional. However, as healthcare has become more complex and expensive, HCOs and individual
healthcare providers have seen the need to better communicate to patients the value of their
services (MacStravic, 1994).
Over the last two decades, the discussion of marketing in HCOs has evolved from whether
it was even appropriate for HCOs to use marketing to give the organization a competitive
advantage and “tell its story.” But what is meant by the term marketing?
Various definitions of marketing have evolved over the years, but one that appears to be fairly
complete is as follows: Marketing directs those activities that involve the creation and distribu-
tion of products and services to identified market segments. Several key words in this defini-
tion need further explanation. First, what is meant by the words marketing directs. This is a
managerial perspective rather than a residual perspective, which is concerned only with
what has to be done to get goods and services to customers. A managerial pers.
7 Managing Marketing ActivitiesThomas NorthcutDigital Vis.docx
7 Managing Marketing Activities
Thomas Northcut/Digital Vision/Thinkstock
Marketing is too important to be left to the marketing department.
—David Packard
Learning Objectives
After reading this chapter, you should be able to do the following:
• Define marketing and explain how the marketing concept is patient centered in HCOs.
• Discuss the relationship between organizational planning and marketing planning with regard to objectives
and strategies throughout the planning levels.
• Name the three basic marketing strategies that can be used under the product/market approach to market-
ing strategy development, identify two other approaches to marketing strategy development, and list four
factors influencing the strategy selection.
• Discuss how the four strategic elements of the marketing mix become marketing tactics for implementing
the selected marketing strategy.
• Identify two basic types of organizational structures for managing marketing activities.
• Explain how ethical issues in marketing relate to marketing decisions, and provide examples of ethical
issues facing healthcare providers.
Section 7.1What Is Marketing?
Introduction
This chapter provides an overview of marketing, the relationship between marketing plan-
ning and overall organizational planning, basic marketing strategies, and approaches to orga-
nizing marketing activities in an HCO. This chapter also includes a discussion of the ethical
decision-making process in marketing and lays the groundwork for later chapters on the mar-
keting process and its role in HCOs.
7.1 What Is Marketing?
The marketing of HCOs is a relatively recent phenomenon. It was as late as 1977 that the
American Hospital Association held its first convocation on marketing. Much of the early mar-
keting efforts by hospitals were aimed toward the recruitment and retention of physicians.
Many physicians remained skeptical of marketing to patients and believed it was unprofes-
sional. However, as healthcare has become more complex and expensive, HCOs and individual
healthcare providers have seen the need to better communicate to patients the value of their
services (MacStravic, 1994).
Over the last two decades, the discussion of marketing in HCOs has evolved from whether
it was even appropriate for HCOs to use marketing to give the organization a competitive
advantage and “tell its story.” But what is meant by the term marketing?
Various definitions of marketing have evolved over the years, but one that appears to be fairly
complete is as follows: Marketing directs those activities that involve the creation and distribu-
tion of products and services to identified market segments. Several key words in this defini-
tion need further explanation. First, what is meant by the words marketing directs. This is a
managerial perspective rather than a residual perspective, which is concerned only with
what has to be done to get goods and services to customers. A managerial pers.
MKT574 WK1 Assignment Concepts and Applications WorksheetWorks
MKT/574 WK1 Assignment: Concepts and Applications Worksheet
Worksheet
Name:
Question
Answer
Application
Citation
What is marketing?
Marketing is a process through which an organization engages the target market to build strong relationships and, in return, get sales.
It involves the promotion and selling of products or services and will involve much research and then advertising.
The marketing department in the company implements this.
Several strategies can be applied: social media marketing, email marketing, conversational marketing, TV advertising, and direct selling.
(Blythe & Martin, 2019)
What are common misconceptions of marketing?
Marketing misconceptions are wrong thoughts that people have about how to approach marketing. The following are some examples:
1. Small businesses do not need marketing-this misconception leads many small businesses to fail.
2. The marketing plan only involves advertising-this is not true because marketing plans do not only use the traditional advertising strategies today.
3. A business does not need to market to existing customers-this is a severe misconception because keeping customers involves keeping them engaged or through.
Having marketing misconceptions costs the business because it fails to fully take advantage of marketing strategies that can help to bring in more customers and keep the loyalty of the existing customers.
An example will be a scenario where the business fails to advertise because it feels that it has enough customers.
(Pride & Ferrell, 2021)
What role do value and exchange play in marketing?
Value is the difference between what the customer perceives to be the product's benefit and the product's cost compared with other products. It plays a critical role in determining the worth of the product being provided in the market.
Exchange is what happens when people trade products or services. The role of the exchange is to provide utility which means that the product the company is selling should be less in value than the benefits.
Value and exchange result in profit for the business.
Value and exchange provide a means for a company to determine the best marketing strategies and set the correct prices. The goal is to ensure that the company can gain profits throughout the whole process.
(Wood, 2016)
What is the marketing mix? [Hint: 4Ps]
The marketing mix can be considered the tactics that any business uses to promote its product(s) or service(s) in the market.
It is centered around the 4P's: price, place and promotion of the product or service. These 4P's interact significantly with each other and, they are usually limited in different ways by both internal and external issues.
The marketing mix is necessary to help companies identify what the customers want, how the product or service they are producing meets that need, how it is perceived in the market, and the competitive advantage compared to competitors.
The marketing mix is a marketing tool that determines the specific aspects t ...
Unit 1
1) Marketing involves creating, communicating, delivering, and exchanging offerings that have value for customers. There are various types of marketing such as influencer marketing, relationship marketing, viral marketing, green marketing, and keyword marketing.
2) Marketing management involves conducting consumer research, determining product and distribution policies, and making promotional decisions. The marketing management process includes conducting market research, developing a marketing strategy and marketing plan, and providing feedback and control.
3) The marketing mix, also known as the 4Ps, refers to the set of controllable tactical marketing tools - product, price, place, and promotion. It is the crux of marketing and must be constantly reviewed and adapted to changes in the external environment.
Rewiring marketing: a practice based approach
Many marketing managers are not aware if they are leveraging marketing efforts correctly or getting the returns that they anticipated. Often people believe transforming marketing is all about creating some digital assets. Marketing transformation is not piece meal improvement. The primary purpose of a marketing transformation is to increase the ROI of marketing your company. In this white paper, Browne & Mohan consultants share a practice based approach to marketing transformation.
Principles of marketing part 1 student handouts
This document contains lecture notes from a Principles of Marketing class. It discusses various topics related to marketing including the definition of marketing, goals of marketing, marketing approaches such as the marketing mix and conceptual approach. It also covers consumer buying behavior and the consumer buying process. Key points discussed include the 4Ps of the marketing mix - product, price, place, and promotion - as well as the stages of the consumer buying process - problem recognition, information search, evaluation of alternatives, and purchase. The document provides an overview of important marketing concepts.
L-5.3 Strategic Marketing.pptx
The marketing department is responsible for researching and designing the marketing strategy and plan. The plan establishes goals, projections, and resource needs. Operations management must implement the plan by manufacturing and delivering products and services as advertised. The marketing strategy must align with and support the overall corporate strategy. Effective corporate and marketing plans have clear visions and objectives, well-defined processes, and buy-in from stakeholders. Marketing strategies can provide competitive advantages through differentiation, cost leadership, or market focus. Developing a marketing strategy involves identifying target markets, setting measurable goals, conducting research, and implementing initiatives to promote to those targets.
Advantage of strategic marketing for business development
Strategic Marketing helped to develop an appropriate plan to create communicate with the customers and increase the demand of product. Read this report to know more about strategic marketing.
Similar to 21 (20)
Effect of Pull and Push Marketing Strategies in the Pharmaceutical Field
Effect of Pull and Push Marketing Strategies in the Pharmaceutical Field
Influence of Marketing Strategy and Market Competition on Business Plan
Influence of Marketing Strategy and Market Competition on Business Plan
CUSTOMER SATISFACTION 69CUSTOMER SATISFACTION 69 (16 CH.docx
CUSTOMER SATISFACTION 69CUSTOMER SATISFACTION 69 (16 CH.docx
7 Managing Marketing ActivitiesThomas NorthcutDigital Vis.docx
7 Managing Marketing ActivitiesThomas NorthcutDigital Vis.docx
7 Managing Marketing ActivitiesThomas NorthcutDigital Vis.docx
7 Managing Marketing ActivitiesThomas NorthcutDigital Vis.docx
7 Managing Marketing ActivitiesThomas NorthcutDigital Vis.docx
7 Managing Marketing ActivitiesThomas NorthcutDigital Vis.docx
MKT574 WK1 Assignment Concepts and Applications WorksheetWorks
MKT574 WK1 Assignment Concepts and Applications WorksheetWorks
Advantage of strategic marketing for business development
Advantage of strategic marketing for business development
More from Han Pham Ngoc
23
This document provides an overview of nation branding and country of origin concepts through definitions and frameworks. It discusses how nation branding can positively impact a country's reputation and competitiveness globally. The strategies section outlines conducting internal and external analyses to evaluate a nation's branding capabilities compared to other countries. This will help identify strengths, weaknesses and inform the development of a nation branding strategy.
22
This document discusses the use of humor in advertising and its impact on advertising success. It begins by classifying different types of humor appeals and mechanisms. It then reviews research on how humor can impact audience attitudes, attention, comprehension, persuasion, source credibility, and liking of advertisements. The document finds the effects of humor are inconsistent across studies. Finally, it discusses factors that can influence the impact of humor, including placement factors like media type and repetition, as well as audience factors like gender and culture.
20
The document discusses the impact of military spending on the US economy. It aims to analyze the effect of military expenditure on US economic growth by reviewing theories on the relationship between military spending and economic growth in nations, analyzing the impact on the US, and recommending ways to increase US security and growth. The document finds that while military spending can positively or negatively impact growth according to different theories, it did not significantly impact US growth, as the economy is influenced by many factors beyond just military spending. It recommends the US continue balancing its budget across military and non-military needs to maintain security and growth.
19
- Horizons is a growing media production company based in Ohio that provides services such as video, film, animation, and web design. It was founded in 1983 and now has over 70 employees.
- While the company has been successful due to its unique culture and values-driven approach, it faces challenges as it continues to grow. Its informal structure may not scale and its culture could be threatened.
- The case asks you to assess Horizons' organizational structure and leadership approaches, and provide recommendations on how it can maintain its culture and effectiveness as it expands its size and scope of work.
18
The document discusses a report on the healthcare market that a government employee is preparing for their country. It provides context on healthcare challenges faced by aging populations and increasing costs. The employee is considering privatizing healthcare by having individuals pay providers directly. Their report will use economic terms to analyze demand, supply, market failures and government interventions in healthcare markets. It will draw on examples from the UK and other sources to make policy recommendations.
17
This document provides guidance for an individual 1,800-word marketing report assignment. Students must choose a real company and propose an option for growth through new product development, product extension, or market development. They must briefly introduce the company, analyze the marketing environment, justify a growth option using Ansoff's matrix, conduct a segmentation, targeting, and positioning analysis, and develop a marketing mix for the proposed growth. The assignment is worth 100 marks and must follow formatting guidelines, cite at least six academic references using Harvard style, and be submitted by the given deadline.
16
The document provides information and instructions for Assessment 1, which requires students to develop a 5-year marketing plan for the Co-op Group's food retailing business. It will account for 50% of the final grade. Students must submit the assignment by the deadline and meet formatting requirements. The assessment addresses learning outcomes related to marketing strategies and ethics. To pass, students must demonstrate knowledge of marketing concepts and trends, apply theory to critically evaluate the Co-op's strategies, and develop a viable marketing plan to help rebuild the business.
15
This document provides an overview of the private banking market and analyzes the performance of JP Morgan's private bank. It describes the characteristics of the private banking market, including the wealth pyramid, key performance indicators, regulation trends, and the top 5 global private banks. It then analyzes JP Morgan's private bank, detailing its products/services, financial performance highlights from 2016, and past and future strategies. The document uses tables and figures to visualize private banking market data and JP Morgan's financial results.
14
This document discusses issues causing low growth at Global Holidays, including leadership, management, organizational, and human resource development problems. Specifically, it analyzes the high turnover rates of the graduate management trainee program and senior middle managers. Poor training and development schemes, recruitment and selection processes, remuneration packages, and promotion opportunities are identified as contributing to the high turnover rates. Conflicting organizational cultures and a lack of management training are also discussed as problems affecting management development and turnover.
13
This document provides information on an assessment for a Strategic Brand Management module. It outlines two assignments: a group report analyzing a confectionary company's brand portfolio and a new product launch plan; and an individual report further analyzing brand equity and promotions. It provides assessment criteria, learning outcomes, submission details, and a peer assessment process to distribute marks between group members. Students must analyze a UK confectionary company, excluding Ferrero, and gain approval for their chosen brand.
12
Examining customer profile of social entrepreneurship and their reactions to the business – Case of The Big Issue
11
: The effect of environment-friendly attitude of consumers on their
green purchase behaviours in the supermarket industry in the UK
10
EduToy Plc is a start-up company in London that aims to produce and distribute learning and educational toys for children aged 1-13. It will differentiate itself from competitors by designing physical stores like toy fairs and offering toy hiring and sharing services in addition to sales. The business model involves generating revenue from toy sales, hiring fees, and donations. Initial funding will come from a commercial bank loan due to the founder's desire to maintain control without giving up equity. Financial projections estimate losses in the first year as investment is made in R&D, marketing, and inventory, with profits expected in the second year as sales increase.
9
This document outlines a level 7 assignment for an MBA programme module on International Marketing Management. The assignment has two components and asks students to analyze critical success factors for an organization's international market development planning in Component A, and to examine how and why the organization should strategically plan relationship marketing strategies in Component B. Students must submit a 3,000 word maximum report addressing both components through critical evaluation and discussion supported by academic sources. The assignment will be assessed based on research conducted, analysis, position taken, and justification provided in the report.
8
This document discusses the role of foreign direct investment (FDI) in Vietnam's economic growth based on an analysis of data from 1990 to 2015. It begins with a literature review that defines FDI and economic growth theories and discusses the direct and indirect relationships between FDI and economic growth. Empirical studies on the impact of FDI on Vietnam's economic growth are also summarized. The document then presents an empirical analysis using regression models to test the relationships between FDI, unemployment, exports, and economic growth. The analysis finds that FDI has positively and significantly influenced Vietnam's economic growth indirectly through employment and exports. It concludes by recommending that Vietnam better utilize FDI to support continued economic development.
7
This document discusses the impact of in-flight meal services on customer satisfaction and loyalty in the airline industry. It begins with a brief history of the development of in-flight food services from the 1920s onwards. It then discusses the importance of service quality and customer satisfaction in the airline industry. Several models of the relationship between service quality and customer satisfaction are presented. The document also discusses factors that influence customer satisfaction with in-flight meal services, such as food quality, cleanliness, and variety. It concludes that in-flight meal services are an important part of airline service quality and can impact customer expectations, satisfaction, and loyalty.
6
This document provides the assignment specification for a student in the MBA programme taking the International Business module. The assignment asks students to critically analyze and evaluate Unilever's organizational changes over the past decade as it adapted its structure to operate more effectively in international markets. Students must answer three questions analyzing Unilever's challenges in transferring corporate culture, the suitability of its organizational structures, and the importance of human resource management strategies. The assignment is worth 100% of the module assessment and has a submission deadline of February 23, 2017. It has a maximum word count of 2,500 words and specific formatting and referencing guidelines.
5
The document discusses an individual assignment for a Principles of Finance course. It provides background on Cash Converters, a payday lender accused of exploiting customers with interest rates up to 633% annually. The assignment requires students to: (1) analyze the ethical issues faced by Cash Converters; (2) explain how Cash Converters portrayed this unethical practice in annual reports and how it affected share price; and (3) discuss social responsibility and sustainability of financial institutions, focusing on Cash Converters. Guidelines are provided on formatting, structure, and grading criteria.
4
This document outlines an assignment for a global influences module that requires a 3,000 word individual reflection paper and presentation. It includes three questions that must be answered: 1) Do you agree with the claim that the world is borderless? Support your answer with 3 reasons. 2) What are some features of the ASEAN regional grouping and their implications for members? 3) What is your understanding of Brexit and express your views on the UK's exit from the EU. The document provides examples of how to structure responses for each question, including referencing research materials to support points.
3
Horizon Ltd is an energy exploration company that explores for oil and natural gas on behalf of energy producers. It is considering expanding into shale gas exploration and acquiring Naxol, a company that specializes in shale gas exploration in Western Europe. Horizon's finance director analyzed Horizon's 2015 financial statements and Naxol's 2015 financial statements to assess Horizon's financial performance and position and make a recommendation on acquiring Naxol. Key information included segment analysis showing revenue growth from new US shale gas contracts, a sale of Horizon's renewable energy division in 2015, and financial criteria for acquiring Naxol such as a return on capital employed over 20% and profit margins within 5% of Horizon's 2014 levels.
Recently uploaded
DRUGS AND ITS classification slide share
Any substance (other than food) that is used to prevent, diagnose, treat, or relieve symptoms of a
disease or abnormal condition
How to Build a Module in Odoo 17 Using the Scaffold Method
Odoo provides an option for creating a module by using a single line command. By using this command the user can make a whole structure of a module. It is very easy for a beginner to make a module. There is no need to make each file manually. This slide will show how to create a module using the scaffold method.
What is Digital Literacy? A guest blog from Andy McLaughlin, University of Ab...
What is Digital Literacy? A guest blog from Andy McLaughlin, University of Aberdeen
How to Make a Field Mandatory in Odoo 17
In Odoo, making a field required can be done through both Python code and XML views. When you set the required attribute to True in Python code, it makes the field required across all views where it's used. Conversely, when you set the required attribute in XML views, it makes the field required only in the context of that particular view.
Hindi varnamala | hindi alphabet PPT.pdf
हिंदी वर्णमाला पीपीटी, hindi alphabet PPT presentation, hindi varnamala PPT, Hindi Varnamala pdf, हिंदी स्वर, हिंदी व्यंजन, sikhiye hindi varnmala, dr. mulla adam ali, hindi language and literature, hindi alphabet with drawing, hindi alphabet pdf, hindi varnamala for childrens, hindi language, hindi varnamala practice for kids, https://www.drmullaadamali.com
Natural birth techniques - Mrs.Akanksha Trivedi Rama University
Natural birth techniques - Mrs.Akanksha Trivedi Rama UniversityAkanksha trivedi rama nursing college kanpur.
Natural birth techniques are various type such as/ water birth , alexender method, hypnosis, bradley method, lamaze method etcclinical examination of hip joint (1).pdf
described clinical examination all orthopeadic conditions .
The simplified electron and muon model, Oscillating Spacetime: The Foundation...
Discover the Simplified Electron and Muon Model: A New Wave-Based Approach to Understanding Particles delves into a groundbreaking theory that presents electrons and muons as rotating soliton waves within oscillating spacetime. Geared towards students, researchers, and science buffs, this book breaks down complex ideas into simple explanations. It covers topics such as electron waves, temporal dynamics, and the implications of this model on particle physics. With clear illustrations and easy-to-follow explanations, readers will gain a new outlook on the universe's fundamental nature.
How to Add Chatter in the odoo 17 ERP Module
In Odoo, the chatter is like a chat tool that helps you work together on records. You can leave notes and track things, making it easier to talk with your team and partners. Inside chatter, all communication history, activity, and changes will be displayed.
The Diamonds of 2023-2024 in the IGRA collection
A review of the growth of the Israel Genealogy Research Association Database Collection for the last 12 months. Our collection is now passed the 3 million mark and still growing. See which archives have contributed the most. See the different types of records we have, and which years have had records added. You can also see what we have for the future.
ANATOMY AND BIOMECHANICS OF HIP JOINT.pdf
it describes the bony anatomy including the femoral head , acetabulum, labrum . also discusses the capsule , ligaments . muscle that act on the hip joint and the range of motion are outlined. factors affecting hip joint stability and weight transmission through the joint are summarized.
বাংলাদেশ অর্থনৈতিক সমীক্ষা (Economic Review) ২০২৪ UJS App.pdf
বাংলাদেশের অর্থনৈতিক সমীক্ষা ২০২৪ [Bangladesh Economic Review 2024 Bangla.pdf] কম্পিউটার , ট্যাব ও স্মার্ট ফোন ভার্সন সহ সম্পূর্ণ বাংলা ই-বুক বা pdf বই " সুচিপত্র ...বুকমার্ক মেনু 🔖 ও হাইপার লিংক মেনু 📝👆 যুক্ত ..
আমাদের সবার জন্য খুব খুব গুরুত্বপূর্ণ একটি বই ..বিসিএস, ব্যাংক, ইউনিভার্সিটি ভর্তি ও যে কোন প্রতিযোগিতা মূলক পরীক্ষার জন্য এর খুব ইম্পরট্যান্ট একটি বিষয় ...তাছাড়া বাংলাদেশের সাম্প্রতিক যে কোন ডাটা বা তথ্য এই বইতে পাবেন ...
তাই একজন নাগরিক হিসাবে এই তথ্য গুলো আপনার জানা প্রয়োজন ...।
বিসিএস ও ব্যাংক এর লিখিত পরীক্ষা ...+এছাড়া মাধ্যমিক ও উচ্চমাধ্যমিকের স্টুডেন্টদের জন্য অনেক কাজে আসবে ...
Digital Artifact 1 - 10VCD Environments Unit
Digital Artifact 1 - 10VCD Environments Unit - NGV Pavilion Concept Design
How to Setup Warehouse & Location in Odoo 17 Inventory
In this slide, we'll explore how to set up warehouses and locations in Odoo 17 Inventory. This will help us manage our stock effectively, track inventory levels, and streamline warehouse operations.
Chapter 4 - Islamic Financial Institutions in Malaysia.pptx
Chapter 4 - Islamic Financial Institutions in Malaysia.pptxMohd Adib Abd Muin, Senior Lecturer at Universiti Utara Malaysia
This slide is special for master students (MIBS & MIFB) in UUM. Also useful for readers who are interested in the topic of contemporary Islamic banking.
Recently uploaded (20)
Pride Month Slides 2024 David Douglas School District
Pride Month Slides 2024 David Douglas School District
How to Build a Module in Odoo 17 Using the Scaffold Method
How to Build a Module in Odoo 17 Using the Scaffold Method
What is Digital Literacy? A guest blog from Andy McLaughlin, University of Ab...
What is Digital Literacy? A guest blog from Andy McLaughlin, University of Ab...
Natural birth techniques - Mrs.Akanksha Trivedi Rama University
Natural birth techniques - Mrs.Akanksha Trivedi Rama University
Digital Artefact 1 - Tiny Home Environmental Design
Digital Artefact 1 - Tiny Home Environmental Design
Liberal Approach to the Study of Indian Politics.pdf
Liberal Approach to the Study of Indian Politics.pdf
The simplified electron and muon model, Oscillating Spacetime: The Foundation...
The simplified electron and muon model, Oscillating Spacetime: The Foundation...
বাংলাদেশ অর্থনৈতিক সমীক্ষা (Economic Review) ২০২৪ UJS App.pdf
বাংলাদেশ অর্থনৈতিক সমীক্ষা (Economic Review) ২০২৪ UJS App.pdf
How to Setup Warehouse & Location in Odoo 17 Inventory
How to Setup Warehouse & Location in Odoo 17 Inventory
Chapter 4 - Islamic Financial Institutions in Malaysia.pptx
Chapter 4 - Islamic Financial Institutions in Malaysia.pptx
21
- 1. Management plan for marketing activities within the Houzit organization 1
- 2. 1. Marketing activities Initially, two established marketing objectives are defined within the Houzit organization as below. To increase market share from 11% to 12% next year To increase sale by 8.5% over last year In response to these above objectives, following are three proposed marketing activities conducted by Houzit: Investing in seasonal growth of bathroom fittings and mirror categories to add new source of revenue for Houzit. Conducting traditional marketing activities via printed magazines (leading home-ware magazines) and in-store promotions to increase awareness of the “demanded” customers and persuade “regular” customers to purchase from its 15 stores. Applying Internet technology through web-based developments to spread information about Houzit and its products and then increase market share. 2. Integration of organizational activities Marketing, promotional and sale activities are highly integrated to each other within a marketing plan because they aim to match marketing objectives and relate to promotional mix (Ansah and Poku, 2013). In detail, both online and offline promotional strategies (magazines, PR, in-store promotions and pay- per-click) concentrate completely on bathroom fittings and mirrors, two target products in the marketing plan. Additionally, any promotional step is indispensably attached with the specific address line of Houzit website. Thus, they significantly support sale activities. Moreover, since the established marketing activities emphasize that concentrated purpose is to increase offline sales of seasonal demand while web-based technique is just used for company description and brand awareness, sale and promotional activities match sufficiently and accurately. Webpage provides no chance for online order and online payment. 2
- 3. 3. Monitor progress In application of 4Ps, specific policies proposed by Houzit are recognized (Ahmed and Rahman, 2015): » Product: bathroom fittings and mirror products as well as related home- wares » Price: current price range of these products » Promotion: advertising via leading home-ware magazines, in-store experience with the above ads and discount where possible, PR strategy and webpage utilization via pay-per-click and the above ads » Communication policies: communicating with customers, who have demands on home-wares via home-ware magazines, pay-per-click and in-store experience via both online (website) and offline (stores), but sale is collected offline only Since these above strategies must adapt market changes while guaranteeing marketing objectives (section 1) and organizational requirements (no expansion of store, and concentration on direct sale from stores), monitor progress is proposed in Table 1. Steps Monitoring action Conduct market research to observe Regularly update statistics and data demand seasonality of bathroom techniques via survey and fittings and mirror categories secondary study Adapt pricing strategy with result of Calculating price to ensure sale market research (inflation, consumer increase but not dissatisfy customers spending, income level,..) Promotional actions Ensuring focus on bathroom fittings and mirrors; ensuring all activities point to website Houzit; ensuring no chance for online order Table 1: Monitor progress 4. Distributing and pricing Specifically, regarding distribution and pricing, despite the above requirements of the organization, they should be adjusted over time. For 3
- 4. example, if there are more customers, who abandon purchasing just because of no online order, online product distribution should be added. Or in case Australian consumers tend to save rather than spend, price adjustment to be more affordable should be considered. Even, over time, when the customers need the higher rate of accessibility to the Houzit store, additional one should be created. It means distribution and pricing may not be rigid in line with established marketing activities, but they can be changed flexibly. Monitoring plan is added to Table 1 in terms of the expansion of online distribution and new store along with adjusted prices. The prerequisite is that any adjustment must be announced after market research is conducted and confirms the needs of changes. 5. KPIs KPIs stand for Key performance indicators to evaluate organizational performance based on certain metrics (Mone et al., 2013). Two metrics are used in this case, including (1) return-of-market-investment and (2) market share. They are all financial and easily measurable: o Return-of-market-investment must increase by 8.5% comparing to last year o Market share must be at least 12% at the end of the year KPIs are measured in line with marketing plan objectives and if the performance could not reach target indicators, the outcome may be unsatisfactory. In addition to assessment against performance, KPIs represent the criteria for the individuals within Houzit team to give efforts and gain the desirable outcomes. 6. Delegation As mentioned previously, there are various marketing activities and efforts within Houzit organization, from market research to webpage technique. The marketing manager is not responsible for all of them. Hence, delegation is very important and crucial. Specifically, delegation plan is presented in Table 2. 4
- 5. Action Responsible persons/ organization Market research Lamberts Consulting Advertising/ PR activities Marie Webpage techniques Tony Product, pricing and distribution Marketing manager In-store promotion Marketing manager Communication Marketing manager Table 2: Delegation plan 7. Communication strategies Beside management plan in the previous sections, this part is presented to show the communication strategies to assist individuals within Houzit team, especially above responsible persons and department in working together to gain ultimate objectives. That said, it is expected that these stakeholders could work smoothly, and communicate with each other without any misunderstanding and conflict. Applying the suggestions of Morgeson et al. (2010), specific communication strategies are recognized: Coordinating team actions by assigning their roles and actions specifically without duplication in line with their current positions. It is the reason why Marie, Tony and Lamberts Consulting are responsible for advertising, website and market research respectively. Announcing transparently to all of stakeholders about the marketing plan objectives and KPIs to avoid misunderstanding and conflict. Monitoring their behaviours regularly and directly based on the monitoring report of product, price, promotion and distribution. Promoting information exchange to ensure the consistency among marketing activities but still keeping the significant boundaries among them in order to lower the chance of duplication and conflict. It means coordination is necessary, but needs to be controlled. 5
- 6. References AHMED, S. & RAHMAN, H. (2015) THE EFFECTS OF MARKETING MIX ON CONSUMER SATISFACTION: A LITERATURE REVIEW FROM ISLAMIC PERSPECTIVES. Turkish Journal of Islamic Economics, 2(1), 17-30 Ansah, M.O. & Poku, K. (2013) Investigation into Consumer Response to Sales Promotional Activities: The Case of Unilever Ghana Limited. International Review of Management and Marketing, 3(4), 134- 145 MONE, S., POP, M.D. & RACOLŢA-PAINA, N. (2013) THE “WHAT” AND “HOW” OF MARKETING PERFORMANCE MANAGEMENT. Management and Marketing Challenges for the Knowledge Society, 8(1), 129- 146 Morgeson, F.P., DeRue, D.S. & Karam, E.P. (2010) Leadership in Teams: A Functional Approach to Understanding Leadership Structures and Processes. Journal of Management, 36(1), 5-39 6
- 7. Bạn đang tìm dịch vụ tin cậy để làm giúp ASSIGNMENT, DISSERTATION ? Nhóm mình gồm các cựu sinh viên: Đã tốt nghiệp xuất sắc Có 5 năm kinh nghiệm viết bài Phương châm chất lượng luôn được ưu tiên hàng đầu với chi phí hợp lý. Liên hệ với mình : 24/7 qua Email : ngochan2686@gmail.com https://www.slideshare.net/HanPhamNgoc1 các bạn vào đây tham khảo bài mình đã làm #assignmenthelp #dissertationhelp #SPSS Kết nối với mình để nhận được nhiều giá trị hơn nữa Facebook: https://www.facebook.com/ngochan2603