Free Essays on Marketing

The marketing mix E4) Describe your marketing strategy using the marketing mix The marketing mix is commonly referred to as the â€Å"4 p’s†, which stand for price, place, promotion and product. These are the four principles of a product which should lay the foundations for the launch and the growth of a product. My product will initially follow the code of the marketing mix therefore it should be successful in its campaign. Product Product is in fact the range of products that a business offers to the market place. Decisions have to be made about quantities, timing product variations associated services, quality, style and even the packaging and branding. Most organisations which are large offer more than just one product or service for the different types of segments. However the basic principle still remains, quality must always be high and consistent for the sale of products to be high and again constant. The product I am focusing on launching is my soft drink, which I will ensure reaches highest quality in production and there after. Branded products are said to be more likely to sell more than normal own branded goods. For example Coca Cola compared to Sainsbury Cola. However I firmly believe that using the right marketing techniques and good uses of promotion will enable me to establish a well reputable product. The product I will be focusing on offering the market is my soft drink which I will name â€Å" Juiceter†. The product life cycle Development Launch Growth Maturity Decline Stage 1 2 3 4 5 Just as everything else does, eventually most if not all products will die out. The product life cycle measures where abouts in the cycle my product would be. There are five stages in the cycle, my product should experience each of them. Stage 1: Development No product is dreamt of on the Monday and launched on the Tuesday! Each new product and idea must take careful... Free Essays on Marketing Free Essays on Marketing Sales worker supervisors oversee the work of sales and related workers such as retail Salespersons, cashiers, customer service representatives, stock clerks and order fillers, sales engineers, and wholesale and manufacturing sales representatives. They are responsible for interviewing, hiring, and training employees, as well as preparing work schedules and assigning workers to specific duties. Many of these workers hold job titles such as sales manager or department manager. Under the occupational classification system used in the Handbook, however, workers with the title manager, who mainly supervise nonsupervisory workers, are called supervisors rather than managers even though many of these workers often perform many managerial functions. (Sales worker supervisors oversee retail salespersons, cashiers, customer service representatives, stock clerks and order fillers, sales engineers, and sales representatives, wholesale and manufacturing; these workers are discussed elsewhere in t he Handbook.) In retail establishments, sales worker supervisors ensure that customers receive satisfactory service and quality goods. They also answer customers' inquiries and deal with complaints, and may handle purchasing, budgeting, and accounting. Their responsibilities vary, depending on the size and type of establishment. As the size of retail stores and the types of goods and services increase, these workers tend to specialize in one department or one aspect of merchandising. (Managers in eating and drinking places are discussed in the Handbook statement on food service managers.) Sales worker supervisors in large retail establishments, often referred to as department managers, provide day-to-day oversight of individual departments, such as shoes, cosmetics, or housewares in large department stores; produce and meat in grocery stores; and sales in automotive dealerships. These workers establish and implement policies, goals, objectives, and pr... Free Essays on Marketing Abstract - 2 - Introduction - 3 - What are the macro and micro-environmental factors which are likely to impact upon Skinclad’s business over the next five years? - 3 - Identify Skinclad’s internal factors, structures, systems, strategies, skills, shared values and the marketing mix and identify possible areas where there might be problems. - 4 - Do a SWOT analysis of the current situation. - 5 - Indicates possible marketing relevant courses of action, both internally and externally, to profitably increase sales in the short term within Skinclad’s current production and financial constraints and suggests what might be the strength and weakness areas identified. - 6 - Abstract Skinclad has been established now for a quarter of a decade now, but over the last few years a recession in the industry has forced Skinclad into financial difficulties and the majority of its outlets have terminated the contract with the firm. Now Skinclad has recruited market annalists to help them establish the correct marketing mix and get them up and running again. Introduction Skinclad Ltd has been making high quality outwear for over 25 years now, but over the last few years has ran into financial difficulties due to a deflated market and factors both internally and externally. Skinclad Ltd has decided to recruit the help of a marketing consultancy firm to help maximise sales and profits. What are the macro and micro-environmental factors which are likely to impact upon Skinclad’s business over the next five years? Macro Social and Cultural The consumers will be more obliged to pay a bit extra to guarantee quality. Even though there are far cheaper alternatives abroad (Korea and Taiwan) these garments are somewhat second rate compared to the garments Skinclad offers. Cheaper options available ... Free Essays on Marketing PRIMARY AND SECONDARY MARKETING RESEARCH How Can My Organization Benefit Abstract When conducting market research some questions are not adequately answered by secondary data, the market researcher must collect primary data. The success of a survey hinges most significantly on the willingness of respondents to provide the desired information. In this paper, we shall cover primary and secondary marketing research and how it would benefit my corporation. PRIMARY MARKET RESEARCH Why bother with market research? Anyone who's ever worked through a business plan knows the answer to this one. Trying to start a business without researching your potential market is as sensible as setting out for the North pole with a surfboard. Market research isn't just something you do when you're working on your business plan and then shelve. It needs to be an integral, ongoing part of your business' development. It's crucial to analyze your market and target your clientele before you waste your money on advertising that won't get you the results you want. Market research is also critical before you spend time and money developing a new product or service. There are a number of business people who just seem to do whatever they feel like doing. For many business managers, market research is a concept as abstract as that of peace, liberty or the pursuit of happiness. For some, market research is a fanciful activity that often requires a rich budget. For others, its application or usefulness is unclear. Since market research can mean different things to different people, it is worthwhile to discuss the basics first. Then, its power and applications can be better understood. The following sections will define market research, give an overview of the different types of research, and conclude with a scenario that puts research to work - using research to identify a business opportunity Why Research? Market research enables busines... Free Essays on Marketing How does advertising affect us in our daily lives? There are many diverse aspects of the advertising industry and its role in popular culture. It has an impact on the choices we make and the choices that are available for us to make. It is powerful on attracting consumers psychologically, visually and also culturally. One industry that tries to persuade people’s thoughts is the tobacco industry. The tobacco companies use terms such as â€Å"light† to mislead smokers into believing that those brands are safer, and therefore they will continue to support tobacco companies by buying cigarettes (Zuckerbrod 1). Another way that advertising influences people is by creating good impressions that can persuade them. It’s a scam because they get people to believe that they reduce health risks, when that is a false statement,† said Stephen Sheller, a Philadelphia attorney. A second way that advertising affects consumers is by encroaching on all areas. One example is with public schools getting corporate sponsorships for money to fund the resources that they can’t afford to pay for. Tax payers don’t want their taxes to increase, so this is a good alternative for public schools that desperately need money. The number of corporate sponsorships is increasing among high school and college athletic teams (Graham 1). The sponsorships help the schools pay for things they need, such as, gym facilities, a library or a technology center. â€Å"We want to give our kids the same resources, and we can’t raise taxes,† said John Kellmayer. Advertisement is also very important in the clothing industry. The more a clothing company is advertised, the more people will want to buy their clothes. Because of this, companies raise their prices on their clothing. They know that consumers will still buy their clothes because they want to have a certa in image. Popular stores such as Abercrombie and Fitch sell their clothing at much higher prices than other less ... Free Essays on Marketing Gimmie the â€Å"GOLD† Their back and their hot on the market. Camel has a new product: New Camel Turkish Gold Cigarettes. This product is new on the market but its name is old and well known. Camel cigarettes have been around for many years now, but the Turkish Gold’s are new. This product is most definitely a winner. The original Camel cigarettes are a big success and so will these. The first thing you notice when you turn the page is the color. It grabs your attention. The color is gold and it’s very bright. The color gold is suppose to represent things of value because gold is valuable. The writing on the article is blue and it has a blue camel right above the slogan. The blue and gold coorindates really well. This advertisement would make you stop and read on or even just look at the colors. The second thing you notice in this ad is the spokesperson. It’s a nice looking, slim-shaped White lady. She’s dress in a gold short dress and also very pr etty. She could attract attention from anybody of any sex or race, but I believe she is try to grab the attention of young white teenage men. I think they are trying to say that if you smoke these cigarettes you could get a woman like the spokesperson in this ad. Some people like things that represent beauty, and that she is, and she also represents the cigarettes. She’s carrying a carton of these Turkish Gold Camel Cigarettes and in a way it looks like she is trying to sell these cigarettes. They also have this glow of light around her and the box cigarettes next to her. Something else I notice is that the lady is dressed in like clothes from the 60’s or 70’s. Although these cigarettes have just hit the market, they try to use the mature look to make you feel like it’s something that’s been around for a while. If people don’t get the mature vibe form the dress she’s wearing that’s okay because the product is new. They may just like the fact that the product is new and ... Free Essays on Marketing Randall’s Department Stores Randall’s had been very successful in building volume and gross profit dollars by increasing the frequency and variety of its sales events, but with continued promotional sales, and everyday low pricing in some departments they may have lost their customer’s confidence in the value of their merchandise. The pre-season, promotional sales, coupon sales and everyday low pricing in certain departments are sending a mixed message. It seems to me that they have to choose to either be in the market of ‘everyday low pricing’. or a mid-size department store. They have to consider who their customer base is and who their competition is, and I would think they would eliminate everyday low pricing. They carry many high quality brands with strong brand images, that don’t seem to fit into the EDLP system. For example, in the Men’s department, they were at risk of losing an important vendor who threatened to leave Randall’s because they did not want to be associated with EDLP. As it is now, as the retailer Randall’s is under pressure from the manufacturer to not mark down their products within a certain time frame, so they may jeopardize their position to even carry these brands. The merchandise they carry is not from the previous season, like a Marshall’s or T.J. Max may carry – that is not their competition. The stores like Prescott’s, D.H. Humphrey and J.C. Penneys are the competition and they are very aggressive in their advertising, price structure as well as the quality of the merchandise they carry. They may have to consider down sizing or even eliminating some departments, like their furniture or appliances because it may become impossible for them to be successful in achieving any substantial market share, or be competitive. They do not have the resources to compete with a Warehouse Electronics, so it may be better to choose not to. By having a more stable pri... Free Essays on Marketing Supply Chain and Logistics Management Supply chain-organizations which create and deliver products Logistics management-transportation and storage of goods to serve customer needs Total Logistics Cost Concept Minimize the cost of moving and storing goods, while providing an acceptable level of customer service Three keys1)movement of goods 2)storage of goods 3)acceptable customer service Acceptable customer service Deliver product when and where customer wants it Factors 1)lead time-time from order of product to delivery for sale 2)inventory on hand 3)customer demand-fluctuating or stable Lead time, inventory and demand If demand is stable, or predictable, lead time unimportant (can order 2 months in advance) and proper inventory can be calculated If demand fluctuates- how much inventory? Lower inventory, lower costs- storage, investment, may become obsolete Adequate Customer Service Bananas 25 29 30 24 22 31 30 25 28 28 29 26 32 29 28 31 100 29 30 27 10 How many to order? If only last one day, then worthless? How high a level of customer service? Perfect Customer Service Very expensive- never run out!!! When? Hospital-blood, medicine Steak house Wendy’s-key items Most businesses try to satisfy most customer demand days Logistics-Movement and Storage Trade-offEach store has a huge warehouse, no transportation- but very costly- building, equipment, investment in inventory, etc. Many stores, but only one warehouse- cheaper, but high transportation costs, higher lead time Compromise-warehouse for a group of stores (Wal-Mart-each store within one day’s drive of a warehouse) Movement Water-Boats, barges-require little energy to move, so: 1)cheap, 2)high capacity; but 1)slow, 2)limited are... Free Essays on Marketing The marketing mix E4) Describe your marketing strategy using the marketing mix The marketing mix is commonly referred to as the â€Å"4 p’s†, which stand for price, place, promotion and product. These are the four principles of a product which should lay the foundations for the launch and the growth of a product. My product will initially follow the code of the marketing mix therefore it should be successful in its campaign. Product Product is in fact the range of products that a business offers to the market place. Decisions have to be made about quantities, timing product variations associated services, quality, style and even the packaging and branding. Most organisations which are large offer more than just one product or service for the different types of segments. However the basic principle still remains, quality must always be high and consistent for the sale of products to be high and again constant. The product I am focusing on launching is my soft drink, which I will ensure reaches highest quality in production and there after. Branded products are said to be more likely to sell more than normal own branded goods. For example Coca Cola compared to Sainsbury Cola. However I firmly believe that using the right marketing techniques and good uses of promotion will enable me to establish a well reputable product. The product I will be focusing on offering the market is my soft drink which I will name â€Å" Juiceter†. The product life cycle Development Launch Growth Maturity Decline Stage 1 2 3 4 5 Just as everything else does, eventually most if not all products will die out. The product life cycle measures where abouts in the cycle my product would be. There are five stages in the cycle, my product should experience each of them. Stage 1: Development No product is dreamt of on the Monday and launched on the Tuesday! Each new product and idea must take careful... Free Essays on Marketing Ben & Jerry ¡Ã‚ ¦s was experiencing a steady growth within their sales figures from 1990 to 1993. However, In March 1994, Cost of Sales increased approximately $9.6 million or 9.5% over the same period in 1993, and the overall gross profit as a percentage of net sales decreased from 28.6% in 1993 to 26.2% in 1994. This loss might have been a result of several reasons, such as high administration and selling costs, a negative impact of inventory management, and start up costs associated with certain flavours of the new  ¡Ã‚ §Smooth, No Chunks ¡Ã‚ ¨ ice cream line. Ben & Jerry ¡Ã‚ ¦s selling, general and administrative expenses increased approximately 28% to $36.3 million in 1994 from $28.3 million in 1993 and increased as a percentage of net sales to 24.4% in 1994 from 20.2% in 1993. This increase might reflect the increase in marketing and selling expenses and the increase in the company ¡Ã‚ ¦s administrative infrastructure. Ben & Jerry ¡Ã‚ ¦s loss was not solely due to their employee orientated approach, but they appeared to have taken out a vast amount of capital lease in their aim to automate their production to keep up with the intense competition. As reflected in the balance sheet, Ben & Jerry ¡Ã‚ ¦s had reinvested huge amounts of property and equipment in 1994 increasing their long-term debts by almost 45% in 1993. Alternatives available to the consumer now, and in the foreseeable future Haagen Dazs is currently the main competitor in the concentrated market place for super premium ice cream. Substitutes are however available. There are other ice creams not in the  ¡Ã‚ ¥super premium ¡Ã‚ ¦ category. To an extent, these are real competitors. However for the market B&J caters for {the up market 25-40 ¡Ã‚ ¦s with a high disposable income} their strategies should not have a great impact on B&J. The frozen yogurt lines which B&J now provides, has a number of direct competitors to deal with. Dealing with other substitutes is not tha...