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Below are Essay & Assignments tackled by us on Marketing

Showing 171 to 180 of 488 results.

  • Discussion on National Airlines of America with respect to its unacceptable advertising campaigns
  • Introduction 2
    The Organization and the work practice 3
    Government Policies, legislation and the Revolution of the 1960s 4
    HR Practices 7
    Conclusion 12
    References 13
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    Introduction 2
    The Organization and the work practice 3
    Government Policies, legislation and the Revolution of the 1960s 4
    HR Practices 7
    Conclusion 12
    References 13
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  • Discussion on the statement - Marketing and ethics are like oil and water – they just don’t mix. There is no place for ethics in the cut-throat world of marketing
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  • Dissertation focussing on using Weighted Return on Investment (ROI) as a framework for the companies to measure their marketing effectiveness
  • Organizational marketing efforts are aimed at achieving the desired business and market objectives. Although, organizations are interested in making more sales, many of the organizations do not really...More

    Organizational marketing efforts are aimed at achieving the desired business and market objectives. Although, organizations are interested in making more sales, many of the organizations do not really measure the outcome of the marketing efforts. However, more and more companies these days are interested in measuring their marketing efforts. A simple marketing effectiveness measurement method is the calculation of marketing ROI. Marketing audit using marketing ROI is done for the purpose of knowing effectiveness of the marketing efforts and are not made public to shareholders. Marketing ROI is completely different from the organizational ROI. Marketing effectiveness or ROI is also done to estimate the marketing budget and for improvising marketing efforts. Marketing ROI is single dimensional and does not consider intangible benefits of the marketing efforts such as creation of brand value, sales inquiries etc. However, these intangible benefits can be weighted to provide an accurate picture of the outcome of marketing efforts. The marketing ROI does not take into account the influence of internal and external environments of the organization on the outcome of marketing efforts. The paper discusses the intangible benefits and how they could be weighted to measure the overall ROI. However, the main purpose of this dissertation is to create a frame work that accounts for the influence of internal and external environment to the outcome of the marketing efforts. Internal environmental factors are strength of the product, strength of the brand, effectiveness of dealer network, reliability and effectiveness of service provided. The external environmental influences are economy of the nation, economy of the industry governmental policies, competition etc.. While internal environmental factors are specific to the company, external environmental factors affect the industry in general. The car manufacturing companies BMW UK, Toyota UK and Nissan UK are considered for the purpose of this study. The paper first discusses the UK car market in general and the operations of each of these companies. The paper provides a framework to these companies individually to measure the marketing effectiveness using weighted ROI. The companies will have a better picture of the efficacy of their marketing efforts if they consider both tangible and intangible factors that contribute to the success of the marketing efforts.
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  • Dissertation on ‘Contribution of Brand Image and Brand Identity to gain Competitive advantage – A case study of UK Fashion Brands’
  • 1.0 Introduction 11
    1.1 Introduction 12
    1.2 Background of the Study 13
    1.3 UK Fashion Industry: An overview 13
    1.4 Definition and Importance of Brand and Fashion 14
    1.4.1 What is Fashion? 14
    1.5...More

    1.0 Introduction 11
    1.1 Introduction 12
    1.2 Background of the Study 13
    1.3 UK Fashion Industry: An overview 13
    1.4 Definition and Importance of Brand and Fashion 14
    1.4.1 What is Fashion? 14
    1.5 The Importance of Brand Positioning: 15
    1.6 Brand Image and Brand Identity 16
    1.7 Problem Statement 17
    1.8 Research Questions 17
    1.9 Aims and Objectives 17
    1.10 Research Structure 18
    2.0 Literature Review 19
    2.1 Introduction 19
    2.2 UK Fashion Industry 20
    2.3 Understanding the customer for Brand Image and Brand Identity 21
    2.4 Values-Attitudes-Motives-Behaviour Cascade 22
    2.5 Brand Positioning 24
    2.6 Summary 28
    3.0 Research Methodology 28
    3.1 Research Approach 29
    3.2 Qualitative Research 30
    3.3 Deductive Versus Inductive Research 31
    3.4 Case Study: 33
    3.4.1 Case Study Selection: 33
    3.4.2 Case Study Analysis 34
    3.5 Data Collection 35
    3.5.1 Primary Data 35
    3.5.2 Secondary data 36
    3.5.3 Data Analysis 37
    3.6 Validity and Reliability 38
    3.7 Justification 39
    3.8 Ethics 40
    3.9 Summary 40
    4.0 Data Findings and Data Analysis 41
    4.1 Data Findings 42
    4.1.1 Introduction to Case Studies: 43
    4.1.2 Interview Transcripts 46
    4.1.3 Categorising the Themes 50
    4.2 Data Analysis 54
    4.3 Discussion of Sub-themes 55
    4.4 Key findings in the light of Research Questions and Literature Review 60
    4.5 Proposed Model and Summary 62
    5.0 Conclusion and Recommendations 65
    5.1 Major Findings 66
    5.1.1 Customers’ Perception of Brand Image and Brand Identity: 66
    5.1.2 Gaining Competitive Advantage 67
    5.2 Limitations 68
    5.3 Recommendations 69
    5.4 Further Research 69
    6.0 Appendix 71
    6.1 Appendix-1: Semi-structure Interview Questions 71
    6.1.1 Introduction 71
    6.1.2 Market Position 71
    6.1.3 Strengths 72
    6.1.4 Brand Development 72
    6.2 References 73
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  • Dissertation on ‘Impact of brand on Computer market – A case study of Apple Inc’

  • Table of contents 2
    Chapter 1 – Introduction 4
    1.1 Introduction 4
    1.2 Background of the Study 5
    1.3 Purpose of the Study: 5
    1.4 Location of research 6
    1.5 Research questions 6
    1.6 Research Ai...More


    Table of contents 2
    Chapter 1 – Introduction 4
    1.1 Introduction 4
    1.2 Background of the Study 5
    1.3 Purpose of the Study: 5
    1.4 Location of research 6
    1.5 Research questions 6
    1.6 Research Aim and Objectives 6
    1.7 Scope of the study 7
    1.8 Research Limitations 7
    1.9 Framework of the research 7
    Chapter 2 –Literature Review 9
    2.1 Introduction 9
    2.2 Importance of branding in overall marketing strategy 9
    2.3 Importance given by customers to the various elements of a brand 12
    2.4 Major factors that impact on Apple’s brand 15
    2.5 Identify the power of Apple brand on its customers’ decision making 16
    2.6 Conclusion 18
    Chapter 3 – Methodology 19
    3.1 Introduction 19
    3.2 Research philosophy 19
    3.3 Research approach 21
    3.4 Research design 22
    3.5 Research methods 23
    3.6 Ethical Consideration 25
    3.7 Validity and Reliability 25
    3.8 Conclusion 26
    Chapter 4 – Data Analysis 27
    4.1 Introduction 27
    4.2 Demographic Information 27
    4.3 Findings on customer perceptions 31
    4.4 Findings on Brand Apple 37
    Chapter Five – Conclusion 42
    5.1 Introduction 42
    5.2 Validating the Research Objectives 42
    5.3 Recommendations: 46
    5.4 Reflection 46
    5.5 Direction of future research 47
    Appendices 48
    Customers Survey Questionnaires 48
    References 51

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  • Dissertation on “Why promotion and branding is important in marketing within the Automotive Industry”
  • The International Automotive production industry is a very large varied sector that consists of suppliers, manufacturers, retailers, wholesalers, manufacturers of the original equipments, after market...More

    The International Automotive production industry is a very large varied sector that consists of suppliers, manufacturers, retailers, wholesalers, manufacturers of the original equipments, after market parts manufacturers, engineers, mechanics, Auto electricians, body repairers and painters. The manufacturers of the auto mobile parts & accessories comprise of the automotive that consists of truck manufacturing industries & auto mobile body vehicle manufacturers & parts of vehicle & supplies manufacturers. Manufacturing of light motor vehicles come under this section & automotives, motor vehicle bodies, cabs, chassis, trucks, buses, military vehicles’ etc. (automotive-online.com)
    The promotion and branding is one of the four key elements of the marketing mix strategies of the organization. The promotion and the marketing strategies employed by the automotive organizations are Promotion through the Media: eg. Radio, TV, Newspaper, Mobile, Internet, and advertising for the organization through the hoardings and ad campaigns etc. The automotive industry also uses the below the line promotion strategies. Below the line promotion strategies are desired to be subtle for the end customers. The below line promotion strategies used by the automotive industry may be sponsorship, endorsements, product placement, direct mail, personal selling, trade shows and public relations. (Lenskold, James D, 2003)

    The branding also plays a very imperative role in the automotive industry. A brand is a sign, symbol, name, slogan or any such thing that is used to identify as well as distinguish the specific service, product or the business.It is very important that the potential customers have the awareness of the brand and they value the brand. The brand awareness refers to the ability of the customer to recognize and recall the brand under various conditions and link the brand to certain memory associations with the service and product attached with the brand. (Keller)
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  • Dissertation on Measuring Marketing and its impact on Return-on-Investment in a business
  • Marketing activities today are being measured for the return on investments they generate and not only the brand visibility have they created. Marketing of the products and services produced or genera...More

    Marketing activities today are being measured for the return on investments they generate and not only the brand visibility have they created. Marketing of the products and services produced or generated by a firm is the most essential thing, but at the same time, it is becoming increasingly important that each step of marketing are measured and checked. Any marketing activity of a firm is invested with a lot of capital expenditure and hence, in a tough market like today, where saving is imperative for each function within the organization, it is important that a measured return on such capital investments are identified.

    Marketing is one of the core functions for a firm, therefore, if other functions can showcase a tangible benefit and quantify it also, marketing department cannot stay aloof from this concept. However, the process of such quantification becomes thousand times difficult and complex for marketing department than any other function. A marketing activity is always a combination of many sub-activities such as advertising, sales promotion, sales and distribution, and pricing. When it comes to sales or retail sales, it is also more or less quantifiable immediately however, corporate sales could hardly be forecasted and budgeted for.

    In this report our key area of research has been how to measure marketing activities and show a tangible impact on the profitability of a firm. How could we measure return on investments made on marketing activities within a firm. This is primarily because, without the visibility of substantial return on capital invested, no management would want to go on making investments, and therefore, it is essential to quantify the efforts put in. We assessed the technical know-how of measuring marketing in this report.
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  • Dissertation on Positioning of Apple i-pod
  • Chapter 1 1
    INTRODUCTION 1
    Background 1
    1. The marketing mix 2
    1.1 Advertising 2
    1.2 Direct marketing 3
    1.3 Public relations 3
    1.4 Trade shows 3
    1.5 Telemarketing 4
    1.6 Personal selling 4
    2....More

    Chapter 1 1
    INTRODUCTION 1
    Background 1
    1. The marketing mix 2
    1.1 Advertising 2
    1.2 Direct marketing 3
    1.3 Public relations 3
    1.4 Trade shows 3
    1.5 Telemarketing 4
    1.6 Personal selling 4
    2. Marketing research 4
    3. Market segmentation 5
    POSITIONING THE PRODUCT 5
    Purpose of the study 6
    Research Question 6
    Objectives of the study 6
    Company’s profile 7
    Apple Inc. 7
    iPod 7
    Chapter 2 9
    LITERATURE REVIEW 9
    Segmentation and Positioning 9
    Marketing Mix, Four P’s 12
    Positioning Diamond 16
    Macro trends: 16
    Target audiences 17
    Competitors 17
    Core Competencies 17Chapter 3 18
    RESEARCH METHODOLOGY 18
    Research design 18
    Survey research 18
    Research instrument 18
    Measurement Scale 19
    Sampling method 19
    Population 19
    Sample and Sample size 19
    Sampling design 19
    Type of the study 20
    Extent of researcher influences: 20
    Study setting 20
    Unit of analysis 20
    Time horizon 20
    Chapter 4 21
    FINDINGS AND INTERPRETIONS 21
    Chapter 5 36
    DISCUSSION AND CONCLUSIONS 36
    Conclusion 36
    Criticism on iPod 38
    Recommendations 39
    Limitations of the study 40
    REFERENCES 41
    Appendix 43
    Bibliography 45

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  • Dissertation on the topic – ‘Subway - A CRITICAL ANALYSIS OF THE EFFECTIVENESS OF 7P’S MARKETING AND SERVICE MARKETING’
  • In general, we define services as deeds, processes or performances. The services availed or given are not tangible things which can be touched, seen felt, but rather are intangible deeds and performan...More

    In general, we define services as deeds, processes or performances. The services availed or given are not tangible things which can be touched, seen felt, but rather are intangible deeds and performances. The better services are the strategic asset of any organization; this talent f serving the customer has to be managed and preserved. This project presents a descriptive study, which mainly investigates on the effectiveness of 7 P’s in service marketing and service marketing as well. A case study of SUBWAY, a leading fast food restaurant, has been presented in this research and analysis of the effectiveness of their service part and betterment in the service marketing of the business. This study also investigate on the significance of 7P’s in service marketing, different features of service marketing, relevance of service management, trends in market and its effects on the revenue and brand image of the company. The research study on the case mainly helps in finding about the effectiveness of 7Ps of marketing on subway at Croydon Branch, London and it would provide an opportunity for a focused study in relation to the different P’s. The importance of the study is that it offers the opportunity to conduct a focused study in this regard. This study emphasizes the difference between service and product marketing and sustaining a good brand image, which is the precious asset treasured by all organizations.
    The general purpose of this study is to address the potential impact of service marketing related issues and initiatives for the implementation of 7P’s model of marketing, the importance of service marketing and management is done to achieve a positive brand image, customer satisfaction, sustainable growth in the market, competitive edge in the market.
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  • Dissertation on the Use of Internet Return on Investment (ROI) as a tool to measure their internet marketing effectiveness
  • Online marketing is the latest tool in the marketing efforts of an organization. Online applications are aimed at achieving marketing goals of organizations. Online marketing is becoming one of the m...More

    Online marketing is the latest tool in the marketing efforts of an organization. Online applications are aimed at achieving marketing goals of organizations. Online marketing is becoming one of the most effective marketing channels in the recent years. While some companies realize the importance of having online presence to the growth of their business, there are many companies that invest in online infrastructure just not be left behind without realizing what the online presence can do to achieve the overall objectives of the company. It is a common belief that online marketing allows for easier measurement of outcomes of marketing efforts due to data intensive methods that normally constitute the online infrastructure. However, if the data thus obtained is not used effectively with the help of online marketing measurement tools then the data in itself cannot produce meaningful derivations on the performance of the website or online transactional application. One of the marketing measurement techniques used in measuring effectiveness of online marketing is marketing ROI or internet ROI. Online marketing ROI along with an efficient performance of the website should provide fairly accurate measurement of online marketing effectiveness. However, not many organizations are keen in measuring website effectiveness although, they might be using internet ROI as the sole measurement criteria to ascertain the success or otherwise of the online presence. Marketing audit using internet ROI serves the purpose of knowing the realization of tangible benefits of the online marketing efforts but they fail to measure intangible benefits such as creation and enhancement of brand value. Internet marketing ROI is single dimensional and does not take into account intangible benefits of the marketing efforts such as creation and enhancement of brand value, purchase intent etc. Banking is one of the first few industries that experimented with online marketing. Traditional banking system of late, has made way for online banking in a big way. The technological developments in E-banking or E-commerce have grown to such an extent in the past couple of decades that the banks might lose the customer base to competitors if they do not have an efficient and effective online presence. These days the customers expect efficiency of an online merchandising of the bank and the safety of online transactions devoid of any fraudulent activities. This dissertation discusses the operations of the three banks viz., Barclays Bank UK, Bank of Scotland and Triodos Bank and their online banking systems. While Barclays Bank and the Bank of Scotland have efficient online presence in the form of a neatly designed websites and transaction systems, the Triodos bank needs to improve on its online presence on the web. It is easy for the banks to use internet ROI to measure their online marketing effectiveness. However, marketing ROI provides measurement of just the tangible outcomes of the online operations. This dissertation makes a few recommendations to the banks to improvise upon their website performances and provides them framework for measuring intangible benefits such as creation and sustenance of brand value, creation of awareness, creation of sales inquiries for possible future business. The paper recommends all the three banks to incorporate the methodologies presented in this paper to measure the intangible benefits of their online marketing efforts and to make changes to their online marketing approaches.



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