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...Marketing Strategy for Product By Carlos Whisenhunt Lilhunt25@hotmail.com Marketing Management-MKT 500 Dr. Thomas L. Matula, Ph.D. Strayer University 05/02/2011 This paper will explain the marketing plan in more detail for southern style coffee shops. Southern style coffee marketing segment will be to supply not only the airports and surrounding areas but to also reach out to department food stores and market international online sales. To give more detail on the marketing plan I will explain four more questions in detail. First I will discuss the type of product the company will offer and identify its primary characteristics. Secondly I will discuss the product branding strategy. Next I will discuss how the product fits within a product line and the depth and breath of the line. Finally I will discuss how the product and target market strategies fit with the organizational strategy. Finally I will explain how the product and target market strategies fit with the organizational strategy. First, southern style coffee shop name speaks for itself. The company is all about selling coffee and to not only market particular demographics but to attract the non- coffee drinkers as well. The Southern style coffee shops have just begun business, and marketing is essential to its success and future profitability. The shops will offer a place for people to meet in a comfortable, person-to-person...
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...Marketing Strategies Professor: Williams May 22, 2015 One of the professional association that I’m affiliated with is the Society of Research Administration International (SRA). SRA International’s major strength is its diversity. They are the only research management society in the world whose membership spans the entire spectrum of research institutions including: colleges and universities, research hospitals and institutes, government agencies, non-profit funders of research, and industry. In July I will be attending a Basic Research Administration Conference in Baltimore, MD. At this conference I will go to various meting pertaining to the overview of research administration, compliance and award acceptance. The other professional association I’m affiliated with is National Council of University Research Administrators (NCURA). NCURA members are advances in the field of research administration through education and professional development programs. In August I would like to attend a Financial Research Administration Conference in New Orleans. This conference will give me a chance to get more familiar with how to budget better when setting up grants and proposal. My favorite market strategies would be networking. I’m an extravert, so I like to meet new people and have conversation. Emory has so many diverse meeting throughout campus daily. These meetings have allowed me to meet people all across campus. To be a great networker, you don’t have to be a brilliant conversationalist...
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...Formulating a Market Strategy BY REX STEWART #006 AUGUST - SEPTEMBER - 1986 In the previous article, we talked primarily about tools to determine your market niche and ways to utilize these tools in gathering information to determine your store's market position. With this information gathered, what do we do with it? On the board level, it should be utilized to formulate a strategic plan or to review an already existing plan. More importantly, on the staff level, the information gathered is the basis for an operational marketing strategy. A marketing strategy should be used as a working paper that guides the store's operations for the next 1-2 years. The format of a marketing strategy has three sections: 1. basic assumptions -- based on survey results and past planning processes; 2. strategic goals -- goals for growth and fiscal health of the co-op; 3. achieving goals -- operational ideas for changes that will alter the perception of the storefront by the public to conform to the strategic goals. (An advertising strategy, to be discussed in our next column, is a result of the marketing strategy and needs to be treated as a separate document. A market strategy creates the product to be advertised; the advertising strategy defines the markets to be advertised in and the media vehicles to be used.) As mentioned earlier, it is important that corporate goals are established through a strategic planning process before an operational marketing strategy can be written. These...
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...Doughnuts E – Marketing Plan Name : Dimitri Josephine Student Number : n8934291 Tutorial : Tuesday 5-6 pm Word Counts : 1774 Executive Summary The purpose of this report is to provide an e-marketing plan for the client, Divine Doughnuts. After examining the current online presence, some strengths and weaknesses have been found. Furthermore, some issues arise regarding the Divine Doughnuts’ online presence has also been addressed as well as the recommendations to counter the circumstance. Thus, after examining the direct competitor online presence, it is required that Divine Doughnuts improve their online presence in order to be able to still competing in the market. Therefore, the intended target market and the appropriate marketing mix strategies to approach it has been provided. A brief budget plan has also been calculated to give an idea to Divine Doughnuts of how much the redevelopment would cost. Table of Content Executive Summary………………………………………………………………………… 2 1. Introduction………………………………………………………………………………. 4 2. Goal and Objective…….…………………………………………………………………. 5 3. Target Marketing Strategy………………………………………………………………... 5 4. Marketing Mix Strategies………………………………………………………………… 6 5. Monitoring and Evaluation………………………………………………………….……. 7 6. Budget……………………………………………………………………………………. 7 7. Conclusion………………………………………………………………………………... 9 8. References………………………………………………………………………………… 10 9. Appendix………………………………………………………………………………….. 12 1. Introduction This marketing plan was...
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...successful business only because it provides high quality entertainment, but also because of the way NASCAR markets itself to its fans. NASCAR has grown to have one of the best marketing strategies in the world. The initial strategy of NASCAR is to appeal to their fans. They have attracted over seventy-five million loyal, devoted fans around the world. NASCAR uses its advertisements, reviews, content, promotions, and several other tactics as ways to continue to appeal to their fans and gain new fans. Another crucial strategy of the sport is their use of web and digital content. Over the last decade, the company has extremely increased its digital and web content to market the company. NASCAR introduces new information about the company, posts videos of previous races or interviews with drivers, and a variety of other things to help people experience what it is like to attend an actual event. Next, NASCAR has chosen to take advantage of sales promotions, but the key to their success that is differs from other companies is the company targets third-party promotions. Examples of these promotions are the free tickets given to radio stations to help promote both the radio station and NASCAR, the NASCAR logo on hats, t-shirts, bumper stickers, etc., and more. Additionally, an effective marketing strategy is sponsorship. By gathering a hosts of different corporate sponsors, the corporations are able to appeal to all of the fans around the world as their logos flash across the television...
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...Sunderland Faulty of Business & Law Undergraduate Programmes MKT306 Marketing Strategy Assignment February 2009/10 Please read all instructions and information carefully. You are required to submit your work within the bounds of the University Infringement of Assessment Regulations. Your assignments must be handed in to the University of Sunderland Learning Resource Centre with an accurately and clearly completed Assignment Cover Sheet. Learning Outcomes Assessed: Upon successful completion of this module, students will be able to: • Knowledge 1. Explain the nature of marketing strategy and its significance for the organisation 2. Assess the drivers and factors affecting the choice of marketing strategies 3. Evaluate appropriate models and techniques that aid the strategic marketing process 4. Analyse contemporary marketing issues and problems in a strategic context • Skills 1. Apply research skills 2. Demonstrate interpreting advanced information and marketing data handling skills 3. Assess communications skills to develop effective relationship marketing Title: Individual report Weighting: 100% Module Assessor: Stephen Storey Issue Date: February 2010 Hand-in Deadline: 2.00pm Monday 17th May 2010 Word Count: 2500 - 3000 + Appendices Task This assignment is a single report in two parts. (As a guide only; each part should form approximately half of the final report) ...
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...will we implement our marketing spending plans? When will marketing spending plans occur? How much sales, spending, and profits will we achieve? Sales and Marketing Plans This section of the marketing plan outlines each marketing event or action planned to increase sales. The plan will generally cover a calendar year, broken down by month or by quarter. For example, it may contain a summary of quarterly promotion and advertising plans, with spending, timing, and share/shipment goals for each program. Sales and marketing plans should be a logical outgrowth of short- and long-term company objectives and your marketing strategy. In the business plan, the sales and marketing plans provide an outline of each marketing event for the year, covering the following information: description of each event vehicle (for example, media, promotion, trade, sales) timing of each event event goals and objectives (for example, volume, share gains) cost of each event Marketing Strategy Every business owner should develop a written guideline that sets forth the business's marketing strategy. This document is used to judge the appropriateness of each action that the business takes. If a company has to take an action that is off-strategy, it may indicate a temporary emergency action prompted by competition or other factors beyond normal management control. Or it may indicate the need to change or revise the company's marketing strategy. A good marketing strategy provides specific goals...
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...Sustainable Export Marketing Strategy Fit and Performance Athina Zeriti, Matthew J. Robson, Stavroula Spyropoulou, and Constantinos N. Leonidou ABSTRACT Despite the growing global importance o f sustainability issues, scant research has examined marketing strategy sustain ability issues in international settings. Although significant prior work has examined drivers and performance conse quences o f adaptation/standardization o f marketing strategies in international markets, researchers have yet to apply this avenue o f inquiry to sustainable marketing strategies. Building on contingency theory and the concept o f strategic fit, the authors develop a model o f drivers o f sustainable export marketing strategy adaptation and explore the circum stances under which such a strategy affects export performance. Using a sample o f U.K. exporters, they find that vari ous macro- and microenvironmental factors are responsible for sustainable export marketing strategy adaptation, which shapes the nature o f sustainable export marketing strategy fit and its export venture performance outcomes. The results indicate that sustainable export marketing strategy adaptation is the outcome o f the differences between home and export markets in terms o f economic and technological conditions, competitive intensity, customer characteristics, and stakeholder pressures. Moreover, the performance relevance o f sustainable export marketing strategy adaptation requires adequate fit with...
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...Marketing Strategy for Products Tiffany Major - Cooper Marketing Management / MKT 500 Dr. Shirley McLaughlin October 30, 2011 Choices My business Choices will be a Not for Profit, based upon educating women and children in abusive relationships. It would include helping them find resources to remove them from their environment, getting into support groups, other therapeutic techniques and starting educational classes if needed. Choices would need to determine which marketing objectives were needed if it wanted to start. It would also need to determine where it would be in the next year or longer, how Choices would get there, and how it will in point of fact know if it met its goals or not. I believe marketing objectives are very important for Choices, since the company is a not for profit company funding is a major key component that plays a big part in Choices functions. Without the proper funding Major Choice will not exist. Marketing will be important because Choices would be life changing for women and children and would need to take certain steps to make the women and children happy and healthy. Laura Lake in Eight Steps to Marketing Your Nonprofit Organization states “Marketing is an unfamiliar concept for many nonprofit organizations. It's important that these organizations understand that marketing is more than just the old sense of making a sale or obtaining a donation. Marketing is a way to satisfying the consumer and donor needs.” (Lake, 2011) Marketing...
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...Product/Service 5 Marketing Strategy 6 Conclusion 7 References 8 Introduction This report is mainly focusing on studies of marketing strategy. By analyzing and discussing the case of Zara, we will be able to have a more in depth analysis of companies and their marketing strategies. In the background section, basic knowledge of marketing strategy will be introduced. In the discussion section, an analysis of Zara’s existing product and service will be listed and an S.W.O.T. analysis is done to figure out the company’s current situation and position in the marketplace. In the recommendation section, a new product/service will be recommended to augment Zara’s brand. Also a marketing strategy will be suggested to improve Zara’s business. Background Firstly, some commonly used terms and their definitions will be introduced in this report in order to provide some basic knowledge and understandings of the principles and studies about marketing strategy planning. SWOT Analysis: This is a strategic planning method which used to evaluate the strength, weakness, opportunities and threats of an organization involved in a certain business. (Friend, Graham. 2009) Competitive Analysis: This is an analysis of the organization’s strength and weakness against its competitors. Competitive Advantage: This is an organization’s advantages over its competitors gained by offering the customers greater value. Marketing Mixes (4Ps): It contains...
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...VIRAL MARKETING STRATEGY ON SENNHEISER PREPARED BY HARSHAD MAHAJAN KETAN CHOUGULE LAVKUMAR SUTHAR Index 1. ABSTRACT 2. IMPETUS 3. DESCRIPTION OF A COMPANY 4. ACTUAL MARKETING CONCEPT 5. TARGET GROUP 6. VIRAL MARKETING STRTEGY 7. POSSIBLE POTENTIAL 8. MARKETING CHANNELS 9. RECOMMENDATIONS ABSTRACT Sennheiser is a German audio company, which produce headphones, microphones and other electronic accessories. They have a rich history and have maintained substantial position in market till now. Usage of effective marketing strategies has helped them to keep their market during recession period. People at Sennheiser say that ‘They are not obsessed with image, they are obsessed with sound’. This obsession has motivated them to be innovative in their respective field and provide premium quality products to their customers. As a result, they have a loyal customer base. Unique and funny content in their marketing methods creates interest in customers. Sennheiser arranges various marketing campaign, in which users can actively take part. This way they can make direct connection to customers and know customers demands. Social media is also important part of marketing. Sennheiser is also active on various social media sites, which is really helpful to target young people. In this report how Sennheiser can expand their customer base using effective viral marketing strategy and meet change in demands...
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...MARKETING MANAGEMENT TOPIC 1 1. What is marketing? American Marketing Association: “Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders”. Value: perceived tangible and intangible benefits and costs to customers Marketing is the art and science of choosing target markets and getting, keeping, growing customers through creating, delivering and communicating superior customer value. Target market: markets being aimed at Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering and freely exchanging products and services of values with others Need: basic human requirements: food, air, water, clothing and shelter to survive. Strong need: recreation, education, entertainment. Wants: Needs directed to specific objects that might satisfy the need Demand: Needs backed by an ability to pay COMPANY ORIENTATION * Production concept * Product concept * Selling concept * Marketing concept * Holistic marketing concept + Internal marketing + Socially responsible marketing + Relationship marketing + Integrated marketing Marketing mix PRODUCT | PRICE | PLACE | PROMOTION | ProductVariety Quality DesignFeaturesBrand namePackagingServices | PriceList priceDiscountsAllowancesPayment periodsCredit terms | PlaceChannelsCoverageLocationsInventoryTransport...
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...Marketing Strategies and the Difference Level of Sales and Profits Performance of the Batik SMEs in Malaysia. Mohd Zulkifli Mokhtar & Wan Nur Syahida Wan-Ismail Faculty of Management and Economics, University Malaysia Terengganu, Malaysia Correspondence: Mohd Zulkifli Mokhtar, Faculty of Management and Economics, University Malaysia Terengganu, Mengabang Telipot, 21030 Kuala Terengganu, Terengganu, Malaysia. E-mail: zulkifli@umt.edu.my Abstract In this research, the business owners of batik SMEs were analyzed on their marketing strategies. The objective is to examine if the marketing strategies of high performance batik SMEs differently from low performance batik SMEs. The high and low performance batik SMEs were categorized based on their annual sales and profits for three consecutive years. For this purposes, the questionnaires were distributed among 186 batik business owners in Malaysia. The data collected were then analyzed using Mann-Whitney U Test and Chi-Square Test. The result found that the high sales and profits performers are not only focused in local market, but they expand their sales out-of their states. For high sales performers, they are frequently advertised their businesses and using various promotional tools. Hence, efforts should be made by the low performers to find and expand their sales outside of their states, advertise their businesses more frequently and not only depends on personal network as promotional tools. Using various promotional...
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...Strategic Marketing. A literature review on definitions, concepts and boundaries Jorge Mongay Autonomous University of Barcelona, SBS Swiss Business School 2006 Online at https://mpra.ub.uni-muenchen.de/41840/ MPRA Paper No. 41840, posted 9. October 2012 20:07 UTC WORKING PAPER. JM-A1-2006 STRATEGIC MARKETING: A LITERATURE REVIEW ON DEFINITIONS, CONCEPTS AND BOUNDARIES. Dr. Jorge Mongay Autonomous University of Barcelona (UAB) & SBS Swiss Business School 1 WORKING PAPER. JM-A1-2006 Summary 1. Definitions of strategic marketing 2. Aspects of Strategic Marketing 3. Factors in Strategic Marketing 4. Elements of Marketing Strategy 5. Intersections with others disciplines 5.1. Intersection between Strategic Marketing and Marketing Tactics 5.2. Intersection between Strategic Marketing and Corporate Strategy 5.3. How does it Strategic Marketing fit into Corporate Strategy? 6. Final conclusions of the paper 7. References 2 WORKING PAPER. JM-A1-2006 1. STRATEGIC MARKETING AND ITS DEFINITIONS Although most authors speak about some parts of Strategic Marketing, here is included a list of definitions of the term. Some authors appear in different years ( for example, Jain), It is understand that they have added new comments or redefined the term after the years. The table and the definitions have been ordered by year of publication. Author Year Definition Drucker 1973 “ Strategic marketing as seen...
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