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Category: Marketing

Advertisement Analysis Essay

This essay aims to decode the representational symbols in an advertisement which is selling alcohol. The target receiver is a young adult male and the advertisements appeared in a music magazine. All advertisements contain signifiers that carry meaning to the receiver in terms of denotations and connotations. Denotations are the . . . Read more

Are advertisements aimed at teenagers effective?

Question: are advertisements aimed at teenagers effective? and, are they ethical? Answer: Most advertisements aimed at teenagers are effective, but usually are not ethical. Technology-based advertisements are effective among teens because of how often they are exposed to ads, the ads appeal to their lifestyles, and even sometimes pressure teens . . . Read more

Wal-Mart Marketing

Wal-Mart was founded in 1962 by Sam Walton when he and his brother James Walton opened the first Wal-Mart Discount City in Rogers, Arkansas. Since then, Wal-Mart has grown to be the second-largest company in the world (Wal-Mart Stores, n.d., p. 1). In the United States, the company includes Wal-Mart . . . Read more

Harley-Davidson Marketing

Harley Davidson has been in business since 1903. According to the website, “four young men experimented with internal combustion in a tiny wooden shed. Not only does the shed not burn, but the motorcycle they build goes on to serve for over 100,000 miles” (Harley Davidson, n.d., 1). In 1901, . . . Read more

McDonald’s Marketing Strategy

McDonald’s is the world’s largest fast-food restaurant chain. It has more than 30,000 restaurants in over 100 countries. Over one billion more customers were served in 2007 than in 2006. Although net income was down by $1.1 billion in 2007, McDonald’s sales were up 6.8%, and revenue was a record . . . Read more

Starbucks Corporation Marketing Case Study

Starbucks Corporation Marketing Headquartered in Seattle Washington, Starbucks Corporation is a premium coffee retailer offering a wide selection of hot and cold beverages, fresh food, premium ice cream, merchandise, and entertainment. Starbucks opened its first location in 1971 at Seattle’s Pike Place Market. Although Starbucks closed approximately 600 underperforming stores . . . Read more

Mc Donald’s History and PEST analysis

HISTORY Mc Donald’s is one of the most well-known franchises of fast-food restaurants. The first Mc Donald’s restaurant was opened in California by two brothers Dick and Mack Mc Donald’s. The main activity now of this fast-food restaurants is the leading global foodservice retailer with more than 35,000 local restaurants, . . . Read more

Kleemann Hellas Promotion and Price PEST Analysis

Kleemann Hellas was founded in 1983 based on the know-how and license of the German Kleemann Hubtechnik GMBH. The head office of the company is in the industrial area of Kilkis. There are also offices and show rooms in Athens and Thessaloniki as well. Kleemann’s activities concern both the manufacturing . . . Read more

Victorinox a Marketing plan

Introduction In our society corporate advertising or more accurately labelled, corporate propaganda is delivered through advertising and public relations. Advertising companies are constantly targeting specific audiences and taking advantage of uninformed consumers. Advertising agencies definitely have an idea of the audience who buys their product when they make up their . . . Read more

Export Business Marketing Plans

Tradeshows are becoming of more importance in many organizational communications mix. Behind advertising, tradeshows account for one fifth of total marketing communications budget in the US and approximately one-fourth of the budget for European firms (Gopalakrishna, Lilien, Williams & Sequeira, 1995 & Jacobson, 1990). This report will analyze why tradeshows . . . Read more

Marketing and Popular Media

The article, “Analyzing popular media texts in the classroom,” can be best categorized as a qualitative study because of the fact that it consists of human theory and it is objective in nature. It also can be identified as a textual analysis because it describes and interprets the characteristics of . . . Read more

Promotional Activities of a Mountain Resort

The breakdown and media mix would have to change. A new partnership could be formed with a local radio station that appeals to the targeted 21 to the 40-year-old listener. The Local radio station KCHZ commonly referred to as “The Bear” offers the music mix aimed to the 21 to . . . Read more

Marketing Strategy And Mix Of Cargo International

Target Market As cargo offers homogeneous product, shipping service, the primary target customers thus would be very much approached by the mass marketing approach. Mass marketing is when the needs of an entire market are relatively homogeneous. The marketing mix, therefore, consists of a single product, single price, single promotional . . . Read more

Understanding the External Marketing Environment

INTRODUCTION “All businesses operate within an environment, which directly or indirectly affects the way in which they function, just as we as consumers live within a cultural and social environment which to a greater or lesser degree determines the way in which we behave as individuals,” said Elaine O’Brien, University . . . Read more

Marketing Analysis of Oldsmobile

INTRODUCTION/PRODUCT BACKGROUND The automobile’s humble beginnings stemmed from a need for a more practical, safer, and economical device than the horse and carriage. The horse and carriage of yesterday were as common as any family car would be today. The horse and carriage were beginning to lose its usefulness. Another . . . Read more

Advertising Safer Sex with Condoms

An advertisement for Trojan condoms shows a young woman wearing a small lace bra with a Trojan condom sticking out of the bra. The focus of the picture is directly on her breasts. This advertisement is using the female body and the idea of sex to get the image of . . . Read more

Advertising: Puffery Vs. Deceptive

As I was searching through Bon A petit, a magazine that specializes in cooking, an invigorating ad caught my attention. It was a picture of a young blonde woman, with a look of absolute joy on her face as she is swinging in the park. Next to this picture, the . . . Read more

Disney’s Attempt at Foreign Corporate Expansion

INTRODUCTION Many companies throughout the United States and beyond are resorting to developing their business abroad. This is due to numerous factors such as the ability to cut costs through cheaper building material or labour, which leads to increase their revenues, functioning with more advantageous tax and labour laws, and . . . Read more

Globe International Ltd. Marketing Plan and Rresearch

Globes Business and its Operations Globe International is a multi-brand footwear, apparel and boardsports ‘Youth Culture’ company. Initiated in 1984, the Company today is consists of its Australasian, International and North American divisions. Globe International designs and develops a product range of proprietary, licensed and distributed brands. Each of these . . . Read more

Marketing plan Coca Cola

Executive summary Giant soft drink company Coca Cola has come under intense scrutiny by investors due to its inability to effectively carry out its marketing program. Consequently, it is seeking the help of Polianitis Marketing Company Pty Ltd to develop a professional marketing plan which will help the business achieve . . . Read more

Apple Ipod Marketing Plan

Executive Summary The focus of this report is on the new Apple iPod product that has created increasing demands in various outlets. This product allows consumers to download not only their favourite music but also books and other literature which can be read and listened to. Additionally, this iPod can . . . Read more

Sprite’s Use of Advertising in Securing Consumers

Advertisements of today are frivolous at best, downright ridiculous at worst. Buy this cream and never age. Wear these jeans and attract beautiful men. Get perfect abs with no effort at all. Today’s market-savvy consumer will not buy into the fraudulent television commercials of yesterday. Ads that centre on a . . . Read more

Competitive Analysis of the Retail Sector in the UK

0.1 Background and Framework for Analysis In early 2002 the Institute for Retail Studies at the University of Stirling was commissioned to carry out a ‘Competitive Analysis of the Retail Sector in the UK’ (tender CGS/1239) based on secondary sources and restricted to the UK rather than international comparisons. The . . . Read more

Marketing Research Essay

Definition of Market Research Market Research is a systematic, objective collection and analysis of data about a particular target market, competition, and/or environment. It always incorporates some form of data collection whether it be secondary research (often referred to as desk research) or primary research which is collected directly from . . . Read more

How To Do a SWOT Analysis Marketing Essay

Marketing Essay: How To Do a SWOT Analysis SWOT stands for Strengths, Weaknesses, Opportunities and Threats. It’s a four-part approach to analyzing a company’s overall strategy or the strategy of its business units. All four aspects must be considered to implement a long-range plan of action. In order to swat . . . Read more

Share Buy Backs Essay

Definition: The purchase by a listed company of its own shares either in the open market or by tender offers. Sometimes a company has surplus funds that it does not need for its operations. It can use those funds to expand its operations (e.g. buy new businesses) or it can . . . Read more

Pepsi Vs Coke Saga

Introduction History of Coca-Cola (Coke): Coca-Cola was formulated by John S.Pemberton, originally as a cocawine called Pemberton’s French Wine Coca, and originally sold as a patent medicine for five cents a glass at soda fountains, which were popular in America due to a contemporary view that soda water was good . . . Read more

Why Ebay is Successful

1-INTRODUCTION The company that I’ve chosen is Ebay .com, this company is the biggest auction company on line in the world, recently its trying to expand to Europe; with the take over of Ibazar (the bigest auction business in Europe), and to south America with the co-operation with Mercadolibre.com Despite . . . Read more

What is Marketing?

Marketing consists of individual and organizational activities that facilitate and expedite satisfying exchange relationships in a dynamic environment through the creation, distribution, promotion, and pricing of goods, services, and ideas. An understanding of marketing is important for success in all business fields and occupations. Rapid technological innovations continue to change . . . Read more

Walmart Marketing History and Marketing Case Study

Question # 1 In Customer Intimacy and Other Value Disciplines, Treacy and Wiersema highlight three distinct “paths” or strategies to market leadership. They include operational excellence, customer intimacy, and product leadership. This paper will highlight how Wal-Mart has successfully implemented the operational excellence strategy, as well as consider future initiatives . . . Read more

UPS Marketing Plan

Advanced Marketing Management Marketing plan for United Parcel Service [i:8e65ab47a8]Mission Statement: “End-to-end global supply chain provider.”[/i:8e65ab47a8] Executive Summary: The company analysis shows that UPS is actually positioned as a domestic (U.S.) ground shipping company, instead of being the primary coordinator of the flow of goods, information and funds throughout the . . . Read more

Coke Vs Pepsi: Selling Spur-of-the-moment Thrills

Ever wondered why Pepsi and Coke have been at each other’s throat for years? Most of the writing about fighting misses the real reason. The battle is not in the continuance of old rivalry, it is really about the category in which the two brands exist: impulse-purchased products. Companies working . . . Read more

Target Audiences: Cosmopolitan Magazine vs Playboy

Cosmopolitan is a magazine directed toward a twenty-something, female crowd who care about their appearance, health, and recreation. On the other end of the spectrum is Playboy, a magazine targeted at a primarily male audience. I am a subscriber to Cosmopolitan magazine and would recommend it to other young female . . . Read more

Benefits of Integrated Marketing Communications

Integration of PR and Marketing The main benefits to using integrated marketing communications or IMC is that it is essential and cost-effective to an organization. In addition, IMC addresses the issue of the four different messages that an organization needs to be aware of so it can control or at . . . Read more

Marketing Analysis – KFC

Introduction KFC operates in 74 countries and territories throughout the world. It was founded in Corbin, Kentucky by Colonel Harland D. Sanders. y 1964, the Colonel decided to sell the business to two Louisville businessmen. In 1966 they took KFC public and the company was listed on the New York . . . Read more

Marketing Plan for Amazon.com

Executive Summary Amazon.com has a leading edge in the e-commerce world. It has a strong competitive advantage. However, as with many online retailers, there are certain aspects of conducting business over the web that creates difficulties and the need for marketing planning. This marketing plan consists of an environmental scan, . . . Read more

The Four Ps Of Marketing

While the forms of marketing are almost as varied as the products themselves, there is evidence that there are some universal rules that are applicable to successful marketing in the retail and some service industries. Studies have found that some of the characteristics affecting consumer behaviour that marketers must take . . . Read more

What is Integrated Marketing Communication?

COMMUNICATING WITH THE CUSTOMER 1.0 What is Integrated Marketing Communication? “Integrated marketing communication simply recognises the need to plan and build-up all relevant marketing communications so that they work together in harmony to greatest effect with the greatest efficiency” Pickton and Broderick (2001) In its simplest form, it is the . . . Read more

Carlos Ghosn’s Management at Nissan

Known as “Le Cost Killer,” Carlos Ghosn’s first step to the turnaround at Nissan was to cut 21,000 jobs worldwide. He then pledged that as CEO he would return Nissan to financial stability by cutting its debt by 50% and increasing its operating margin to 4.5% within three years (xix) . . . Read more

Magazine Ad analysis Essay

Magazine advertisements contain various symbolic messages in an attempt to reach their target audience. In this analysis, I will analyze two different full-page ads in US News and World Report. I will be using Jib Fowles’ Advertising’s Fifteen Basic Appeals to analyze symbolic construction and basic emotional appeals. Fowles states . . . Read more

Starbucks Executive Summary

STARBUCKS COFFEE COMPANY EXECUTIVE SUMMARY Starbucks Coffee Company is North America’s leading roaster and retailer of specialty coffees. Headquartered in Seattle, WA, Starbucks has 931 retails stores and 75 major airport locations. The Company’s objective is to establish Starbucks as the most recognized and respected brand of coffee in the . . . Read more

Coke Vs Pepsi Essay

Comparison between Coke and Pepsi There are two famous beverage companies, Coco-Cola and Pepsi, which have competed dramatically and distributed the beverage market profit for several decades. In the free market, it is hard to exactly tell which one is the winner within the perfect competition, because both companies use . . . Read more