...Evaluating the Plan The last stage and a very important aspect of our efforts is evaluation. Organizations must evaluate their plan on a regular basis and make adjustments when the circumstances warrant – such as an economic downturn, change in competitors or product demand. Traditionally, plans are evaluated on an annual basis. Here is a sample marketing plan outline included in our readings, Essentials of Health Care Marketing, (Berkowitz, 2006) “Marketing Plan Outline I. MANAGEMENT SUMMARY This is a one-page summary of the basic factors involving the marketing of the service next year along with the results expected from implementing the plan. It is intended as a brief guide for management. II. ECONOMIC PROJECTIONS What factors in the overall economy will affect the marketing of this service next year, and how? This section will comprise a summary of the specific economic factors that will affect the marketing of this service during the coming year. These might include employment, personal income, business expectations, inflationary (or deflationary) pressures, etc. III. THE MARKET—qualitative Who or what kinds of organization could conceivably be considered prospects for this service? This section will define the qualitative nature of our market. It will include demographic information, industrial profiles, business profiles, etc., for all people or organizations that could be customers for this service. IV. THE MARKET—quantitative ...
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...Kelly Anderson, Marketing Executive FROM: Jonathon Fitzgerald, Market Research Assistant DATE: June 14, 2007 SUBJECT: Fall Clothes Line Promotion Market research and analysis show that the proposed advertising media for the new fall lines need to be reprioritized and changed. Findings from focus groups and surveys have made it apparent that we need to update our advertising efforts to align them with the styles and trends of young adults today. No longer are young adults interested in sitcoms as they watch reality televisions shows. Also, it is has become increasingly important to use the internet as a tool to communicate with our target audience to show our dominance in the clothing industry. Internet Advertising XYZ Company needs to focus advertising on internet sites that appeal to young people. According to surveys, 72% of our target market uses the internet for five hours or more per week. The following list shows in order of popularity the most frequented sites: * Google * Facebook * Myspace * EBay * iTunes Shifting our efforts from our other media sources such as radio and magazine to these popular internet sites will more effectively promote our product sales. Young adults are spending more and more time on the internet downloading music, communicating and researching for homework and less and less time reading paper magazines and listening to the radio. As the trend for cultural icons to go digital, so must our marketing plans. Television...
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...1. Ramada Demonstrates Its Personal Best In 1996 the latest D. K. Shifflet survey of customer satisfaction in the hospitality industry showed mid-tier hotels continuing their downward trend in perceived customer service, reflected by more and more respondents giving ratings on customer service in the 7 or lower range on Shifflet’s 10-point scale. While Ramada’s satisfaction rates held steady, “It was only a matter of time before we experienced the problem,” says Tim Pigsley, director of operations for Ramada Franchise Systems (RFS). Shifflet research highlighted three critical areas for study that could influence customer satisfaction: hiring (finding the best people to deliver Ramada’s brand of exceptional service), training (giving employees the tools to deliver exceptional service), and motivation (providing the impetus for Ramada employees to deliver exceptional service). Unlike some of its competitors, RFS is a totally franchised system. In such an environment, not only must headquarters contend with the variable human factor of all service operations, but additionally, RFS must contend with differing “exceptional service” standards among owners of the nearly 900 Ramada properties. “Due to the franchised system of property management, we needed for each management team and each employee to be committed to the change—to buy in to any new program—whatever shape it would take,” explains Pigsley. “We wanted to learn and borrow from the best so we started with Disney. In...
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...Planet which ensue. Wild Planet conducts Market Research for each of their products. It seems like they go through the whole marketing research process as explained in figure 4.1. They are addressing their customer needs by their value proposition, which is a combination of quality, service, and price. Their products enhance kids imagination, prompt them to be active. They design toys that kids find cool, and at the same time parents can afford and would want to buy for their kids, so they are taking care of both sets of customers, parents and kids. They do ethnographic research, watch kids in their play environment. They are also involving kids in the product development, by the Kid Inventer Challenge Program. They take opinion of kids about what kind of toys they want and they also test their newest toy ideas on the kids to get direct feedback from them. They are getting information from primary data source, which is more time consuming and expensive, but it is definitely paying off for their company, as they develop a relationship with the consumers. Specifically how does wild planet involve the children in their marketing process, what type of research is/are being employed? Wild Planet is involving kids at every step of their marketing process. Their consumer is “kids”. They are using marketplace and marketspace. They are taking care of needs, wants, and demands of the kids. They are involving kids in their marketing process. They design new toys and then get the kids...
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...Trinidad, Jamaica, Barbados and St. Lucia and currently distributes to over 20 countries Techniques and Tools used to Evaluate Charles Chocolate * Interviews * Questionnaires Strengths * Produces a variety of products so they are able to compete effectively * Compete in 20 different countries * Provides an affordable line of products * Company Resourses- Eg:Technological assests, organizantional resourses, readily available and affordable raw materials Weaknesses * Domestic buyers rather pay the extra amount for foreign products * Mostly lower and middle class buyers * Saturated local market * Advertising and marketing of products (Company’s Image and Branding) * Quality of products Opportunities * There is a potential market for high quality domestic chocolate * Growing research that dark chocolate can have health benefits Threats * Slowdown in market growth; domestic market has potentially reached its limit * Buyers are becoming more health conscious and may not purchase candy as much * Financial crisis in the US can have negative impact on exports * Pressures from the sellers of substitute products * Increase competition from external/foreign companies Challenges in Macro-environment * Societal Values and Lifestyles – healthier/weight-loss lifestyle, more diabetics * Population Demographics – younger persons will more buy chocolate than the older Current Competitive Strategy * Uses...
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...“R” Us needs to continue to be on the look out for are: competition, increasing cost, possible positioning problems, and the steady deterioration of the Japanese economy and consumer spending (Johansson 185). By being prepared and having a plan of action for all these setbacks they will be able to dominate the retail market in Japan. We feel that Toy’s “R” Us Japan had also made great decisions when entering the Japanese market. High barriers is something Toy’s “R” Us saw right away as a hurtle they had to get over. And to help them enter the country they decided on a joint-venture with McDonalds Japan with their 20%/80% relationship. In doing this joint-venture they were able to use McDonald’s successful international marketing research. This research is so important in order to enter foreign countries. The joint-venture gave them a great advantage and a strong foot in the door. Another positive aspect that Toy’s “R” Us Japan had on their side was the timing of their first opening. And as Dr. Tong always says “In order to be successful you have to come up with the right product, at the right place and the right...
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...Marketing Information Systems Marketing information systems have been defined as “people, procedures, and a software system used to collect, analyze, and assess market information so that decision makers can use it.”(Armstrong et al., 2009, p.184). Marketing information systems (MIS) are a set of unique marketing tools that assists corporations around the world to utilize information gained from marketing research to assess their products and formulate their plans for the future. Models of consumer behaviour can influence the development of their products and services , as well as impacting decisions such as; the appropriate locations for their businesses, and development of their marketing strategies. Once companies collect the information regarding consumer behaviours and their purchasing habits, it is analyzed in order to draw conclusions and make informed business choices. The objective is to utilize this information in order to generate the largest possible revenues (Buyer to consumer). Information is gathered through interviews, customer comment forms , consumer inquires and spending patterns gathered through loyalty cards. The information is gathered and the analysis provides insight into products and services being purchased by different demographic groups (i.e., age, gender, ethnicity, etc.), and in different locations. After this is achieved, organizations can then target their marketing and advertising of the right product to the appropriate customer...
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...MARKETING (WH) {MKTG} L/R 101. Introduction to Marketing. (C) Niedermeier. The objective of this course is to introduce students to the concepts, analyses, and activities that comprise marketing management, and to provide practice in assessing and solving marketing problems. The course is also a foundation for advanced electives in Marketing as well as other business/social disciplines. Topics include marketing strategy, customer behavior, segmentation, market research, product management, pricing, promotion, sales force management and competitive analysis. 211. (MKTG773) Consumer Behavior. (C) Cutright, Reed. Prerequisite(s): MKTG 101. This course is concerned with how and why people behave as consumers. Its goals are to: (1) provide conceptual understanding of consumer behavior, (2) provide experience in the application of buyer behavior concepts to marketing management decisions and social policy decision-making; and (3) to develop analytical capability in using behavioral research. 212. (MKTG756) Marketing Research. (C) Shen, Eliashberg. Prerequisite(s): MKTG 101, STAT 101. Students are highly encouraged to take statistics in the semester immediately preceding this course. This course examines the role of marketing research in the formulation and solution of marketing problems, and the development of the student's basic skills in conducting and evaluating marketing research projects. Special emphasis is placed on problem formulation, research design, alternative methods...
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...2012 Factors influencing consumers purchase decision of laptop: A causal research 2 EAST WEST UNIVERSITY MKT 414 MARKETING RESEARCH Submitted To: Dr. Md. Humayun Kabir Chowdhury Chairman Department of Business Admisistration Submitted by: MD. Mosabbeur Rahman Pious Id. 2008‐3‐10‐033 MD. Amran Kabir Id. 2008‐3‐10‐024 Jannat Jahan Id. 2008‐3‐10‐028 Section: 1 Date of submission: 18th April 2012 3 Letter of Transmittal Date: 18th April, 2012 To, Dr. Md. Humayun Kabir Chowdhury Professor Department of Business Administration. East West University, Dhaka. Subject: Submission of research on “Factors influencing consumers purchase decision of laptop”. Dear Sir, It is an honor and immense pleasure for us to submit our research paper on “Factors influencing consumers purchase decision of laptop”. This research was assigned to us as compulsory requirement of the course Marketing Research. During the process of preparing this report, we had the chance of experiencing and rediscovering our potential. This research gave us an opportunity to apply our theoretical knowledge, ideas and communication skills, which will help us in our future professional career. Thank you for giving us this opportunity and we look forward to receive your cordial approval of our submission. Yours truly, Md. Mosabbeur Rahman Pious (2008-1-10-129) ________________________ Mohammad Amran Kabir (2008-3-10-024) ________________________ Jannat Jahan...
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...Health Care Marketing Information Matrix There are a variety of information sources that may be used by consumers to obtain information relating to the marketing of health care products and services. The following matrix is intended to assist you in organizing the information contained in these sources. Consider the types of marketing messages that these information sources may contain and the reliability of the marketing message. Following the provided example, identify three examples of your own. |Source of Health Information |Type of Health-Related |Marketing Messages |How the Consumer May Assess the | | |Information | |Accuracy or Reliability of the | | | | |Marketing Messages | |List the information source, such as Internet websites, WebMD, MedLine, or the news media. |Type of information |List at least one |List one approach the consumer may use | | |provided by the source |marketing message being...
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...Market Research Proposal ‐ PepsiCo Is PepsiCo Healthy? Team 5: Ilaria Caputo Aneesha Duga Marga Galmes Daria Ilgen Jean‐Loup Senski EXECUTIVE SUMMARY The proposed research aims to measure the PepsiCo brand’s consumer perception as “healthy” within the North American market and to analyze the results in order to gather data to generate recommendations on the strategic marketing of the company. The research will survey a sample of 1,000 people in the US different by age, income, location and personal preferences for drinks. The population will be selected randomly by a computer by using the grocery store loyalty programs members as reference. The extent of the research is wide enough to ensure that the survey will give us a framework of the feelings towards the healthy feature of the PepsiCo brands. A questionnaire will be administered to the selected sample over the Internet and the results will be collected and analyzed by a computer. The criteria under which each question of the questionnaire has been conceived cover the main concerns for the company. For example, does the consumer perceive PepsiCo as provider of healthy drinks or not?. The research also highlights the main possible outcomes of the survey. For each type of result, the research has already identified a strategic direction the company should take. The research is extensive enough to provide a comprehensive understanding of the brand perception. The accuracy of the research is ensured...
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...McBride Financial Services Tee Harris BSA 310 December 12, 2011 Willard Thompson McBride Financial Services There are many types of market research to consider when undertaking a project of this magnitude. There are also many types of media to think of using to help move your company forward and to reach all of your future clients. One must always start with market research before opening a business or before knowing what types of media advertising will work. You must obtain market information so that you can know the types of prices the competitors are offering to the customers already. Market segmentation is when different groups of the populous have different or similar motivations behind products or services they use. Market trends are the upward or downward movements in a market during a period of time. Market size will also play a huge factor when considering these things. The various types of media that I would definitely pursue would be television, radio stations including internet and satellite radio. I would also use the internet and sites such as Facebook or search engines like Google or yahoo. Since McBride Financial has a large target market I believe it important for them to go after all the types of media advertising they can get their hands on. Things that McBride Financial must consider when conducting their business online is data base, website management and the most important thing they must worry about is security. They will be dealing...
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...higher-than-average alcohol content that uniquely contributed to the company’s brand equity. Mountain Man was a local market leader and distributed its lager in several states outside West Virginia. By 2005 Mountain Man was generating over $50 million in revenue with over 520,000 barrels of Mountain Man Lager sold. However, Mountain Man had been facing serious challenges. Its revenue was encountering a 2% yearly decrease in 2005 as it faced fierce competition. Light beer was sweeping the beer market and gained 50.4% of volume sales in market share in 2005. Thus, the objective of Mountain Man in this case study is to increase sales revenue by moving into the light beer market. Chris Prangel, son of the company’s owner, hoped to achieve three goals in his marketing campaign: 1.) To produce a light beer in the hope of attracting younger drinkers to the brand; 2.) To sustain the core brand equity of Mountain Man Lager; 3.) To maintain a steady share of its market segment by regaining the 2% annual loss. Mountain Man’s revenue was declining as it faced new products, which threatened to steal its customer base. However, Mountain Man met difficulties to make changes alongside a changing market. The light beer market was growing steadily, and younger drinkers preferred light beer to other categories. Further, the key customer segment for beer companies was younger drinkers, as most industry observers believed. However, the core customers of Mountain Man, featuring blue collar, middle-to-lower income...
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...Turnitin originality report to the hard copy.* ---------------------------------------------------------------------------------------------------------------- This essay I am writing is based on the question of ‘describe and discuss the internal and external pressures on organizations to create and market new products’. (if organization was to bring out a new product how would the internal factors and external factors help develop the product and talk about the good and bad points about both of them) Also talks about how reliable are the sources Introduction: In my portfolio I will consider what factors influence an organization for creating new products within a market. In terms of Internal factors I will reflect on the marketing aspect alongside having a closer look at employees and management etc. Nevertheless, focusing on the external element I will discuss factors such as customers, environment as well as suppliers. First I will be talking about some internal Factors the one I will be starting with is, Employees the employees will be playing...
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...Marketing Theory http://mtq.sagepub.com/ Marketing the hegemony of development: of pulp fictions and green deserts Steffen Böhm and Vinícius Brei Marketing Theory 2008 8: 339 DOI: 10.1177/1470593108096540 The online version of this article can be found at: http://mtq.sagepub.com/content/8/4/339 Published by: http://www.sagepublications.com Additional services and information for Marketing Theory can be found at: Email Alerts: http://mtq.sagepub.com/cgi/alerts Subscriptions: http://mtq.sagepub.com/subscriptions Reprints: http://www.sagepub.com/journalsReprints.nav Permissions: http://www.sagepub.com/journalsPermissions.nav Citations: http://mtq.sagepub.com/content/8/4/339.refs.html Downloaded from mtq.sagepub.com at Glasgow University Library on July 5, 2011 Volume 8(4): 339–366 Copyright © 2008 SAGE www.sagepublications.com DOI: 10.1177/1470593108096540 articles Marketing the hegemony of development: of pulp fictions and green deserts1 Steffen Böhm University of Essex, UK Vinícius Brei Pontifícia Universidade Católica do Rio Grande do Sul (PUCRS), Brazil Abstract. In this paper we analyze the role of marketing in the construction of what can be called the hegemony of development. Through an investigation of the marketing practices of the pulp and paper industry in South America and the resistances that are articulated by a range of civil society actors against the expansion of this industry, we problematize marketing as a political and contested...
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