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  • Dissertation on theoretical aspects of segmentation and then discussing segmented market focus of Amazon
  • Market segmentation is about dividing a market into different homogeneous groups of consumers. Market segmentation makes it possible for organizations to customize the marketing mix for specific tar...More

    Market segmentation is about dividing a market into different homogeneous groups of consumers. Market segmentation makes it possible for organizations to customize the marketing mix for specific target markets rather than offer the generic marketing mix to vastly different customers, in order to satisfy customer needs. Marketing segmentation is not about having a completely different marketing mix for each of the market segments. Promotional campaigns too differ among segments as needs of each segment would be different. A market segment has to be measurable, accessible by communication channels and needs to be different in its response to marketing mix, durable and substantial enough to be profitable, A market can be segmented based on multiple actors. Business markets are segmented differently from consumer markets as the purchasing behaviors of both are different. The purpose of segmenting the market is to allow the marketing programs to focus on specific subsets of prospective buyers that are most likely to purchase the products or services. If segmentation is done in an effective way it will result in the highest possible returns for the marketing expenses. Depending on whether the company is selling its products or services to individual consumers or businesses, there would be distinct characteristics among segments in what the company considers when defining market segments. Marketing segmentation also enables brands to customize their products and services to match the needs of different consumer groups. Segmentation of the market has the advantages of being able to target and cater to customers that have similar consumption patterns. At the same time too much of segmentation might be efforts intensive and could result in loss of focus on the overall market scenario. Furthermore, too much of segmentation can result in increased costs, which may not justify the earnings from individual segments. Amazon UK is one of the most successful retail firms. It combines two channels successfully, retailing and online business. While it implements segmentation into its marketing efforts, this study reveals that the approach of Amazon UK to consumer market is over segmented. This paper recommends Amazon UK to minimize on its segmentation efforts and benefit from increased profits and reduced costs. ... Less

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  • Dissertation on theoretical aspects of segmentation and then discussing segmented market focus of Symantec UK
  • One of the most important components of marketing is segmentation. It is rare that a company operates in a market without segmenting it. If an entire market is homogeneous then firms can sell their pr...More

    One of the most important components of marketing is segmentation. It is rare that a company operates in a market without segmenting it. If an entire market is homogeneous then firms can sell their products without segmenting. However, practically no market in its entirety is homogeneous. A potential market can be segmented based on several factors. Business markets are segmented quite differently from consumer markets as the purchasing behaviors of both business and individual customers are different. The purpose of segmenting the market is to allow the marketing programs and efforts to focus on specific groups of prospective customers that are expected to purchase the products or services. Marketing efforts require identification of consumers with similar consumption patterns and customizing the products and promotional offers to suit them. Grouping of customers based on their needs and buying behavior is required for effective marketing. Segmentation is this grouping of customers with similar characteristics of consumption and purchase. Grouping of customers in a market into different homogeneous clusters is called segmentation. Organizations can customize the marketing mix for specific target markets rather than offering the generic marketing mix to vastly different customers to satisfy customer needs with the help of market segmentation. Markets segments are not completely exclusive. Instead different segments can have some of the characteristics common among them. Organization can fetch higher returns by incorporating efficient segmentation of their markets. A broad segmentation can be between business and individual customers. These business and individual customer segments can further be divided based on common characteristics. Marketing segmentation enables organizations to customize their products and services to match the needs of different consumer clusters. Segmentation of the market has the advantage of being able to target and cater to customers groups who have similar consumption patterns. The flip side of segmentation is that of over segmentation. Over segmentation is about dividing the market into too many smaller groups. While the advantages of optimum segmentation can be increased profits, disadvantages of over segmentation can be many. One of the main disadvantage of over segmentation is increased costs and resources that are need to maintain all the segments. And if one of the smaller segment is not doing well, it could pull down the performance in other segments. Promotional campaigns vary among segments as the needs of each segment is different. A market segment needs to be measurable if the effectiveness of the segment and the marketing efforts can be accounted for. Symantec Corporation is one of the most successful antivirus software company in the world. It is headquartered in the USA and has a branch in the UK. It operates through offline stores of retailers and has an online store in the UK. It caters to both individual and corporate customers. It has high degree of segmentation in its market focus and product range. This dissertation research first discusses theoretical aspects of segmentation and then discusses segmented market focus of Symantec UK. ... Less

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  • Dissertation on theoretical aspects of segmentation and then discussing segmented market focus of W H Smith
  • Marketing efforts require identification of consumers with similar consuming patterns and customizing the products and promotional offers to suit them. In other words, efficient marketing efforts call...More

    Marketing efforts require identification of consumers with similar consuming patterns and customizing the products and promotional offers to suit them. In other words, efficient marketing efforts call for grouping of customers based on their needs and buying behavior. This grouping of customers with similar characteristics of consumption and purchase is called segmentation. Market segmentation is about grouping of customers in a market into different homogeneous clusters. Market segmentation enables organizations to customize the marketing mix for specific target markets rather than offering the generic marketing mix to vastly different customers to satisfy customer needs. Marketing segmentation is not about having a completely exclusive marketing mix for each of the market segments. If segmentation is done in an efficient way it will result in the increased returns as compared to the marketing costs. Depending on whether the organization is selling its products or services to individual consumers or business customers, there would be distinct characteristics among segments when defining market segments. Marketing segmentation also enables companies and brands to customize their products and services to match the needs of different consumer clusters. Segmentation of the market has the advantage of being able to target and cater to customers groups who have similar consumption patterns. At the same time excess of segmentation could be efforts intensive and could result in loss of focus on the overall market scenario. Promotional campaigns vary among segments as the needs of each segment would be different. A market segment has to be measurable, accessible by communication channels and needs to be different in its response to marketing mix, needs to be durable and substantial enough to be profitable. A market can be segmented based on several factors. Business markets are segmented quite differently from consumer markets as the purchasing behaviors of both the segments are different. The purpose of segmenting the market is to allow the marketing programs and efforts to focus on specific subsets of prospective customers that are most likely to purchase the products or services. Furthermore, too much of segmentation can call for increased costs, which may not justify the earnings from the individual segments. W H Smith is one of the oldest and most successful retail firms of the UK. It has been having brick and mortar stores for a century and recently it has entered into the online business. It combines both the forms of marketing successfully.. While it implements segmentation into its marketing efforts to some extent, this study reveals that the approach of W H Smith to consumer market is under segmented. This paper recommends W H Smith to increase the degree of segmentation and benefit from increased profits and reduced costs. ... Less

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  • Dissertation proposal on Consumer Behaviour by taking examples of two of the largest multiples of Ireland viz., AIDL and LIDL
  • 1 Introduction 2
    2. Recipients of the Research 3
    3. Suitability of Researcher for the Research 3
    4. Research Review and Overview 3
    5. Research Methodology 4
    5.1 Research Question 4
    5.2 Research ...More

    1 Introduction 2
    2. Recipients of the Research 3
    3. Suitability of Researcher for the Research 3
    4. Research Review and Overview 3
    5. Research Methodology 4
    5.1 Research Question 4
    5.2 Research Hypothesis 6
    5.3 Research Objectives 6
    5.4 Research Design 7
    5.5 Methods of data collection to do qualitative research 8
    5.6 Research Philosophy 10
    5.7 Research Approach 10
    5.8 Research Strategy 11
    5.9 Research Choice 13
    6. Population and Sample 13
    7. Data Collection, Editing & Coding 14
    8. Time, Cost and Project Management 14
    9. Is the Research New and Relevant? 15
    10. Bibliography 16
    10.1 Journals 16
    10.2 Books 17
    10.3 Websites 18
    11 Appendices 19
    11.1 Gantt Chart 19
    11.2 Research Onion 20
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  • Dissertation proposal on the concept of Marketing Effectiveness
  • The success of any company in today’s highly professional and competitive world depends on how its products are marketed. Designing and developing a product is always the primary concern for the compa...More

    The success of any company in today’s highly professional and competitive world depends on how its products are marketed. Designing and developing a product is always the primary concern for the company but this alone does not lead to the cash flow. Marketing of the product is what makes the consumers and customers take notice of the products. Companies spend big bucks on marketing their products to the real world. This brings us to the question of how to measure the effectiveness of the strategies and marketing principles adopted by the companies. Whether the investments made on marketing is justified and are they producing good dividends or not. This concept of understanding the effectiveness of marketing strategies and plans is termed as Marketing Effectiveness. This new concept of Marketing effectiveness gaining momentum in the recent times has had the companies thinking. Companies are coming up with new ideas and ways to measure marketing effectiveness and this forms the core of the following research. ... Less

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  • Dissertation proposal on the Effects of Globalization on marketing efforts
  • Much has been talked about the phenomenon of globalization and its effects. There have been repeated attempts by developing countries to highlight their plight in the face of globalization (Kiggundu, ...More

    Much has been talked about the phenomenon of globalization and its effects. There have been repeated attempts by developing countries to highlight their plight in the face of globalization (Kiggundu, 2002). It is mainly the unorganized sector and small scale industries in these countries that have had to suffer the worst effects. However, there have been rare cases where some of the small scale industries specializing in what they have been doing have expanded rapidly and spread their operations to many countries thereby becoming big players themselves. There have also been cases where developed countries have exercised protectionist policies in the face of economic slowdowns and circumstances where a large number of small sized companies were in risk of getting affected. The ‘evils’ of globalization has been highlighted time and again by countries following communist economic policies although their number has decreased thanks to free thinking and the spread of democracy. A backlash of sorts has taken place and the MNCs of the world, the companies of the fortune world have started advertising the better side of globalization. In their ambition to grow and create more profits, they have started to demand for equal opportunities in all countries. It is now time to devise strategies and policies to tackle the ill effects of globalization and turn it into our advantage. Since the passing of protectionist policies of the era soon after the Second World War, vital services such as communication services, banking needs, power generation and even weapons manufacturing has been shifted from the public to private sectors. In such a scenario it is important and imperative that the effects of globalization are studied. It is widely known by now, how important marketing is to a company’s survival (THOUMRUNGROJE, 2004). In fact it has proved to be the only method of survival in many cases. Companies have in the past produced products with the promise of quality, but in the face of competition and lack of advertising, failed to survive. Therefore, there is a need in today’s industrial and financial worlds, to study the effects of globalization and its influence on the efforts of marketing around the world (Hassan et al, 1994). A suitable analysis with methods to tackle the situation would influence and improve the lives of millions of people employed in these sectors. ... Less

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  • E-Business assignment on Amazon.com
  • For the sale of consumer’s products, Amazon.com is renowned as the WORLD’S biggest electronic commerce retailers or the e-tailers. The company is leading as the leaders in the consumer’s goods industr...More

    For the sale of consumer’s products, Amazon.com is renowned as the WORLD’S biggest electronic commerce retailers or the e-tailers. The company is leading as the leaders in the consumer’s goods industry with the maximum sales as compared to its other rivals through the sales (Anthony, 2006, pp. 60-78) of products on the Internet’s World Wide Web. Over the competitors, this company eating the fruits of its extent, investment benefits and its brand.

    The low discount rate and an outstanding market strategy; these two parameters will help the company in the near future to gain or regain its earlier rate of profits and to recover them, though it may be in debt at present. Thus, first, we should have a look on the marketing mix adopted (Boona, 2002 , pp. 28-32)by the Amazon.com and then its cost and returns struzture followed by the comparison between the communicational requirements of the e-tailors and their working capital. Thirdly, the reasons of Amazon being in debt along with its net present value are to be evaluated and lastly but not the lastly the measures to pull the Amazon out of this indebted position are to be analyzed.
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  • Economic and Environmental analysis of Zillione System Solutions Private Limited
  • 1.0 Executive Summary 3

    2.0 Organisation Profile 4

    3.0 Product Structure 5-6

    4.0 Product Environment 7-8

    5.0 Market Structure 9-10

    6.0 Macroeconomic Environment……………………………………………………………...More

    1.0 Executive Summary 3

    2.0 Organisation Profile 4

    3.0 Product Structure 5-6

    4.0 Product Environment 7-8

    5.0 Market Structure 9-10

    6.0 Macroeconomic Environment…………………………………………………………………………………………… 11

    7.0 International Economic Environment……………………………………………………………………………… 12-14

    8.0 Business Strategies……………………………………………………………………………………………………….. 15-16

    9.0 References…………………………………………………………………………………………… ……………………..17

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  • EFFECTS OF AGRICULTURE MARKETING LIBERALIZATION IN KENYA
  • This paper has reviewed agricultural marketing and the dairy marketing system in Kenya, before and after the government started to implement marketing reforms in the country.
    The decision by the gov...More

    This paper has reviewed agricultural marketing and the dairy marketing system in Kenya, before and after the government started to implement marketing reforms in the country.
    The decision by the government (GOK) to relax licensing procedures and bureaucracy has made it relatively easy for anyone interested in engaging in agricultural processing and distribution business to get a license to undertake such business. Hence the immediate impact of marketing liberalization in Kenya's agricultural industry has been intensified market competition among the existing government firms, especially the umbrella marketing bodies and the other cooperative and businesses. A number of new processors have entered the market, and this has undoubtedly caused some changes in the market shares. However, the government has maintained a regulatory role in licensing and .Intensified market competition also appears to have resulted in relatively stable milk producer and consumer prices since 1992, but no detailed studies to investigate this aspect have been undertaken. Time now appears to be ripe for studies to document the patterns of actual changes in prices of milk and milk products and market shares among the major players in Kenya's dairy industry since the "Wind of Change" in the name of marketing liberalization began to sweep across the industry in May 1992.
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  • E-Marketing strategy for Australian Higher Education and University of Western Sydney (UWS)
  • The aim of this project is to analyze how e-marketing can help UWS to region of India in marketing their higher education amongst the aspiring students. E-marketing can be very useful in enhancing the...More

    The aim of this project is to analyze how e-marketing can help UWS to region of India in marketing their higher education amongst the aspiring students. E-marketing can be very useful in enhancing the institutional culture development at the UWS that fosters creativity, academic excellence and productivity.

    This report includes different methods a company, business or schools and universities can apply to market their goods/services internationally. You have number of options available, out of which you need to scrutinize which one is most favourable to you in terms of cost as well as reach. UWS offers different courses, which it has to market to the aspiring Indian students. This report shows how the university is a better option in comparison to its other competitors and the benefits the students would get on securing admission there. The culture of the university is unique as it has the most diverse population in terms of ethnicity.
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