...The most important process that should be concentrated in marketing is creating an appropriate marketing mix. The main objective of a marketing mix is the accurate product for the accurate customer at the accurate place. Product * Produce more ‘sexy’ smart phones with slim, lightweight and fashionable designs to attract customers (e.g. the unique curved all-touch screen of Nokia N9 and Nokia Lumia 800). * Focus on extending the OVI store (including music, games, apps, map etc) with the assistance of partners and its advantages (e.g. office application) * Design more series of smart phones so that customers will have many choices based on their ages, characteristics and hobbies * The average age of people in UK is around 40.1. Therefore It is a suitable market to put up for sale business smart phones such as Nokia E7, Nokia Lumia 800 and Nokia 701. * Build up more Nokia warranty/service center in UK to meet, satisfy and solve all the needs of customers. * All the products should be ‘green’ , including eco-design (mobile phones), energy-saving (adapters) or environmentally responsible (packaging materials) as they are serious global issues nowadays Price Price of a product must be decided based on the Product Life Cycle. Products or services which are highly technological and advanced can be released into market at premium prices where as the other products can be offered at low prices in order to attract most of the...
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...Explain the role of promotion for Tesco The role of promotion for any business is important because they need make their product/services aware to everyone. Tesco’s methods using in achieving these affects may vary, depending on their goals, markets and industries. Tesco’s promotions include advertising, sales promotions, sponsorships and other strategies. Tesco’s need to make sure that when promoting products/services they target the correct consumers those who are more likely to buy their product. Increase brand awareness Above the line promotions like television, radio and newspapers help business increase brand awareness. This is because these types of promotions target many people, for example in the UK 84% of the population read the national newspapers. If a brand is seen by people on a regular basis then it will stick in their minds and consumers will know more about the product. When Tesco are selling a new product/service then they will be reaching out to a new market they have to explain to customers what they are offering. Brand awareness can be measured by market, regionally or nationally. It takes a lot of time for businesses to build their brand awareness levels that match established competitors. During special occasions like Christmas and Easter their advertising increases as people tend to buy more during these festive periods so they more they advertise their products the more they will sell. This will increase brand awareness because if they are advertising...
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...Date of Submission Introduction The marketing is an essential business tool used by marketing professionals in determining a brand’s offering. It is normally described as the four P’s of marketing; the product, price, place, and promotion. However, in some cases, the four P’s have been expanded to incorporate other elements thus making them five or seven P’s with some scholars. The four P’s of marketing will be discussed. Product Product is anything that satisfies a need or wants and can be offered in an exchange in its tangible (good) or intangible (service). The product may either generate a functional or a linking relationship with the prospect. The functional relationship refers to the value of using the product. The product’s value is crucial in the purchasing decision process. The link with the product may be defined by the complementarity between the client and the product. It is the basis of individuals’ interests in the product. If the perceived link lacks in a product, no interest may be derived in the product. The product has several dimensions such as a support system, attributes, and benefits. The support system entails features such as the sales force, advertising, warranty, delivery, promotion systems, and reputation. Attributes include features such as the ingredients, style, quality, brand, and package. There are several benefits that may be derived from a product and such entail functional, psychological, sensory, economic, and social...
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...Health Promotion Group Presentation Student Name: Institution Lecturer Paper Code Date A myriad of women have limited if no access to prenatal because they lack insurance. Consequently there are so many women get pregnant each year without health insurance and therefore leading to inadequate/low prenatal care. Some insurance companies have also categorized pregnancy as pre-existing condition. The cost of paying for the services is very high leaving a number of women at limbo; forcing them to risk facing the challenges accompanied. Therefore the excitement of being pregnant disappears due to the worry which is associated with the financial constrain. (Pender & Pender 1996) As the saying goes in a number of cultures ‘It is the role of the whole community to take care both the unborn and born human beings’ it is a fact that the society has a role to play. During the promotion of the heath program, there will be a video coverage that will be done on the effects of poor prenatal care and other simpler and affordable mechanisms to health the insured and underinsured women. In the coverage, the pictures of the community members will be used in the coverage. At the same time those who will be doing the coverage will be individuals derived from the local setting. The adoption of this method will make people appreciate and own the program. It will appeal to them since they will feel as if it is theirs. (Pender & Pender 1996) The promotional fliers will be distributed...
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...Snapple flourished when so many small Start--‐ ups premium fruit drinks stayed small or disappeared? The growing success of Snapple can be explained with 2 of the four principals of marketing mix. Marketing mix describes the set of tools that management can use to influence sales, in the traditional formulation: the 4Ps of marketing—product, price, place, and promotion. Analyzing the case is perceived that Snapple differentiated themselves through Place and Promotion. After they turned a marketing executive his chief for sales and marketing the company redefined its promotion strategy and expanded its distribution. Regarding Place, the merit was to keep the expansion of the current distribution model at a sustainable pace, growing consistent in the East coast and them to the rest of the country. The company has been kept simple and under the model of small distributors. About Promotion, with a limited budget, compared to the giants of the beverage industry, one of the biggest accomplishments of the new promotion strategy was the alignment of the product with the average citizen using real people and real situations, the promotion should follow the motto of the product: 100% Natural. In addition, sctions such as the spread of the history of entrepreneurship of the owners and founders, the establishment of Wendy Kaufman as a spokesmodel, the Snapple Convention and the alternative channels and radios to promote the brand reinforced and are good exemplification of this success new strategy...
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...liked, looked at, and even pulls new items in based on what I recently have viewed. One day I was just browsing on this app using my technology, and came across a dress I liked, so I clicked on it and it took me to the website. I went to all the dress selection, and found a dress I just needed to have. I then realized a marketing transaction was going to occur because there was me and the owner, my desire of wanting the dress, communication through email or phone, and my money in exchange for the dress. With this product, I was part of the target market and when I was purchasing it I had to consider the Four P’s: product, price, promotion, and place. The product was my dress, the price was reasonable, the promotion was the convenience of “one click” buy, and the place was the newly installed app right at my fingertips. In the buying process, there were most of the environmental forces in play. I think the social force, played the biggest role as the site was aimed towards everyone but then did a special draw for the generation Y people. There was also the economic forces with knowing my income to whether I could buy the dress or not, and even though I don’t make any, it was the ease of use in technology and convenience that had a big impact of me buying the dress. The technology was a big impact because if I wouldn’t have had my phone and looking at the app I would have never seen the dress. The competition was high as there were many dresses to choose from but, in my opinion...
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...it is a good advertising method of people wanting to see the musical. Another promotional mix used is sales promotion. Use this by cutting the price of show tickets to make Wicked a popular Broadway show. This promotional mix was very successful making it very hard to even get a ticket to see the musical. Wicked also used public relations by selling cheap tickets to make viewers want to come back and see the musical multiple times. Also Wicked's cast is very friendly by signing autographs at the end of the musicals so it shows that they really care about their customers. After a few shows Wicked has a good public relation by having a good image of a good Broadway show, by building up their reputation and forming a "corporate image". The communication process that Wicked uses is word-of-mouth communication referrals from the shows core audience-teenage girls which they stated in the reading. Wicked had a big range of direct marketing, focusing their audience on a wide range of viewers from teenagers to grandparents. Finally, Wicked uses personal selling by having day-of-show raffle tickets at sold out shows to give a few more viewers a chance to buy a cheap ticket. This will increase their sales even more along with building customer relationship of making a few customers happy to view the show. 2. Describe how AIDA process worked for various Wicked promotions. Which one do you think was most affective? Wicked had to first gain the attention from the public to...
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...Marketing Learning Transfer The Four Ps: Controllable Marketing Mix Factors Tools to develop a complete marketing program to reach the target market consumers. Product. A good, service, or idea to satisfy the consumer’s needs. Price: What is exchanged for the product. Promotion: A means of communication between the seller and buyer. Place. A means of getting the product to the consumer. The 4 Ps elements of the marketing mix must be blended to produce a cohesive marketing program. Consumer Purchase Decision Process and Experience The stages a buyer passes through in making choices about which products or services to buy is the purchase decision process. This process has five stages: Problem Recognition. The initial step in the purchase decision, is perceiving a difference between a person’s ideal and actual situations big enough to trigger a decision. Information Search. After recognizing a problem, a consumer begins to search for information. First, you may use internal search (scan your memory for previous experiences with product or brand). In other cases you can you external search for information. The primary sources for external information are: personal sources, public sources and marketer-dominated sources. Alternative Evaluation. The information provided might be inadequate because it does not contain all the factors you might consider when evaluating a product. These factors are a consumer’s evaluative criteria. Purchase Decision. Having...
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...Advertising and Promotion in Business Contents Introduction 1 Requirement 1 1 1.1 The communication process that applies to advertising and promotion: 1 1.2 The organisation of the advertising and promotions industry: 2 1.3 The regulating process of promotion: 3 1.4 Current trends in advertising and promotion including the impact of ICT in case of the advertising and promotion of BMW: 3 Requirement 2 4 2.1) The role of advertising in an integrated promotional strategy for a business or product decisions: 4 2.2) Branding and its use to strengthen a business or product: 4 2.3) The creative aspects of advertising strategy: 4 2.4) The ways of working with advertising agencies: 5 Requirement 3 5 3.1) The primary techniques of below-the-line promotion used by BMW: 5 3.2) other techniques used in below-the-line Promotion by BMW: 6 Requirement 4 6 4.1) An appropriate process for the formulation of a budget for an integrated promotional strategy: 6 4.2) The development of a promotional plan for BMW: 7 4.3) Plan for the integration of promotional techniques into the promotional strategy for BMW or its product: 7 4.4) Appropriate techniques for measuring campaign effectiveness of BMW: 8 Conclusion 9 Reference 10 Introduction Advertising and Promotion is the most common, popular and important word in any business arena. Advertising means one type of business communication which fulfills the public interaction...
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...Burger King and order a Meal and you get it delivered within 2 minutes. What was the process that allowed you to obtain an efficient service delivery? Banks that send out Credit Cards automatically when their customer’s old one has expired again require an efficient process to identify expiry dates and renewal. An efficient service that replaces old credit cards will foster consumer loyalty and confidence in the company. All services need to be underpinned by clearly defined and efficient processes. This will avoid confusion and promote a consistent service. In other words processes mean that everybody knows what to do and how to do it. This element of the marketing mix looks at the systems used to deliver the service. Imagine you walk into Burger King and order a Meal and you get it delivered within 2 minutes. What was the process that allowed you to obtain an efficient service delivery? Banks that send out Credit Cards automatically when their customer’s old one has expired again require an efficient process to identify expiry dates and renewal. An efficient service that replaces old credit cards will foster consumer loyalty and confidence in the company. All services need to be underpinned by clearly defined and efficient processes. This will avoid confusion and promote a consistent service. In other words processes mean that everybody knows what to do and how to do it. process process All companies are reliant on the people who run them from front line Sales staff to the...
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...HNC/D Business Studies Advertising and Promotion (Unit 18) Submitted By: Submitted To: Kamal Bikram Shrestha Areeba Zafar ETOLA15407 Lecturer Task 18.1 B Communication is a important features of human expression which may be by sharing the information, creating the understanding between each other, or two persons. The communication is the most important thing that we should keep in mind so that a person working for a organisation can communicate with the clients, stakeholders etc. if the communication between the employee in the organisation is good then to solve the problem will be easy. Marketing communication industry is the business promotional strategy which helps to promote the product and attracts the eye of the customers. The main type of entities involved in marketing communication industry are :- 1. Distribution:- The first thing that a producer should think about the product when it is ready is to promote and distribute the product in the right place and according to the need. 2. Advertisement:- The best way to attract the mess number of customers at once is by advertising the product In the media. The distribution of the product depends on the way it is displayed to the customers. The advertisement should...
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...or supervisor navigates this minefield, besides experiencing it firsthand, learning about the short comings of other managers and supervisors who share their story. During the course of the project, Tom Green and his experience at Dynamic Displays is a case study in which a student can see how to better apply power and influence to navigate the workplace and a chosen career. Where did the power players of Dynamic Displays appropriately use and miss use power and information? The Problem No two people are alike; Davis expected his replacement to be as much like he was and use his style when Green took on the promotion. It appears as though Green does everything but the expectations that Davis envisions; however, it is not evident that Davis ever clearly laid out the expectations to the subordinate. Davis having held this position prior to Green’s promotion, had expert power from his experience, skills and knowledge (French & Raven, 1959). With his experience from working many years in Green’s...
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...Self-Assessment Report: Communication Communication is one of the key elements needed to keep any organization functioning. Once it has been done effectively, it can lead to the promotion of socialization, motivation, and it can even help in the controlling process by monitoring every individual’s attitude and behavior in the organization. Effective communication is best understood by focusing on how the organization would be like in its absence. For instance, if an organization has no system for planning and spreading out information about upcoming events to be held by the said organization, and the officers and members only interact minimally, there is transparency in the future failure of the events to be held. I am a member of De La Salle University’s Junior Philippine Institute of Accountants (DLSU-JPIA) and I must say that communication in any form makes the organization’s activities successful. I am not yet part of any committee in the organization but I can already point out the significance of communication in the organization. Events like general assemblies, parties, tutorials, etc. are always done successfully and are attended by a big number of students not only from the organization but also non-members who must have heard about it through the impressive promotion of the events. But just like any other organizations, the communication aspect in DLSU’s JPIA is not perfect. There are events wherein attendants would rather do their own business halfway through the...
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...In this assignment the leaner will identify specialty that fits for her geographic area, and identify the level of intensity and the promotional strategy utilized to promote the product. The learner will be utilizing information obtained from lectures on technology research, promotional strategies, and distribution intensities. Identify a specialty that fits for your geographic area and justify your selection. “Cancer is defined as the uncontrolled growth of abnormal cells in the body. Cancer appears to occur when the growth of cells in the body is out of control and cells divide too quickly. There’re numerous forms of cancer, it can develop on any organ or tissue in the body, such as lungs, colon, or breast, skin, bones or nerve tissue. Drinking excessive alcohol, or obesity, Benzene and other chemicals are some causes of cancer. The most common forms of cancer for both sexes are colon and lung cancer. Most cancers are diagnosed by biopsy. Treatments are based on the stage and type of cancer.” According to State Center for Health Statistics, North Carolina (2009), Forsyth County was ranked number one for the leading cause of mortality at 24.1%. As the Vice President of Marketing implementing a specialization in cancer could possibly reduce the death rate and increase profit margin for the hospital. Indicate what level of intensity would promote this transition effectively, keeping in mind those physicians, employees, and consumers who will be affected by the change provide...
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...HOW TO DEVELOP A MEASUREMENT FRAMEWORK THAT DELIVERS BUSINESS INTELLIGENCE A SIMPLE STEP BY STEP GUIDE TO BUILDING REPORTS THAT ACTUALLY ALLOW BUSINESSES TO MAKE ACTIONABLE INSIGHTS PAGE 1 INTRODUCTION HOW OFTEN HAVE YOU LOOKED FOR REPORTING AND ANALYTICS TO GET BUSINESS INTELLIGENCE AND HAVE END UP WITH MOUNDS OF DATA ON EXCEL SPREADSHEETS? MORE OFTEN THAN NOT, YOU FIND YOURSELF WITH AN ENDLESS SUPPLY OF REPORTS BUT ARE STILL UNABLE TO GET ANSWERS TO YOUR MOST CRITICAL BUSINESS QUESTIONS? DON’T WORRY – YOU’RE NOT ALONE. Many companies are faced with the same exact issues that you are. It’s very likely these companies have one or more of the following foundational problems: ›› They don’t tie business results back to business objectives or measure against a set of key goals THE 6 STEPS FOR BETTER REPORTING Instead of diving right in and building another report, I’m going to recommend that you take a step back to outline a measurement framework using the following steps: ›› They lack a cohesive strategy to measure 01 IDENTIFY BUSINESS OBJECTIVES ›› They tend to build reports from the 02 DETERMINE KPIs 03 DEFINE KPI GOALS 04 IDENTIFY SUPPORTING METRICS 05 DETERMINE REPORTING DIMENSIONALITY 06 ORGANIZE INTO A FRAMEWORK their efforts across the entire business ground up and overload their end-users with pages of data and metrics with few next steps or optimization suggestions DO YOU...
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