Abstract This paper examines how effective business-to-business (B2B) and business-to-consumer (B2C) marketing strategies account for the differences between these two types of industries and how both are faced with the difficulty in predicting the behavior of their potential customers and marketing accordingly. It looks at how the marketing mix that a company chooses to use should include a combination of strategies to achieve the goals of selling their products and services and how a company website is an integral part of this marketing strategy.
From the Paper "Companies commonly divide customer types into segments based on characteristics such as demographics, geographic location, or a particular approach to life and advertise specific messages for each group accordingly. B2B firms are learning from B2C companies the importance of identifying particular groups of customers by segmenting the B2B customer base via aspects such as SIC codes (Ojala, 2005). However, the B2B industry's audience is more targeted and also more difficult to reach (Vence, 2002).The Internet facilitates segmentation as a company's website can be customized for specific groups."
Explores a SWOT analysis of a fictitious healthcare facility and the 4 Ps (product, price, place, promotion) of marketing and how they apply to the healthcare industry.
Abstract This paper presents a marketing audit that assesses, analyzes and measures marketing effectiveness of a fictitious healthcare system's current marketing plan in relation to the demographic and economic changes happening in the healthcare arena, while highlighting the immediately serviced areas. In addition, the marketing audit also considers current trends in healthcare, local competitors and the need to maintain and expand market-share within the community and surrounding areas.
Table of Contents
Executive Summary
SWOT Analysis
Environmental Analysis
Marketing Objectives, Strategies and Tactics
Organization
Conclusion
From the Paper "Founded in 1954, XYZ Health System is the leading health-care provider for Cannon County located in Southern Georgia. XYZ Health System is comprised of XYZ Medical Center, a 202-bed acute inpatient hospital located in Cannonton, Georgia. XYZ Medical Center provides a wide range of both inpatient and outpatient services, including a state-or-the-art obstetrics (OB) unit, same-day surgery center, open and closed magnetic resonance imaging (MRI) center and 24-hour emergency services staffed by board-certified Emergency Medicine physicians. Other medical services include a dedicated women's center, a state-of-the-art cancer center, and occupational health services. XYZ Medical Center has recently completed an impressive four level parking deck and construction is under-say for a new Intensive Care Unit and Trauma Center. XYZ Villa Rica is a brand new facility under the XYZ Health System umbrella, opening in October of 2003. It features a beautiful birthing center and an expanded imaging department that includes MRI technology along with high speed CT and PET scanning."
Tags: medical, surgical, emergency, postpartum, beds, inpatient, outpatient, surgery, community
Abstract This paper applies Abraham Maslow's hierarchy of needs --from basic physical needs to internal needs for self-actualization-- to employee motivation and suggests that doing so will enable companies to motivate their employees successfully.
From the Paper "Motivating employees is seen as one of management's significant functions along with planning organizing and directing the work of employees. Some managers subscribe to so-called Theory X ..."
Tags: employee motivation, operational motivation, maslow's hierarchy of needs
Abstract This paper discusses the Enron Corporation scandal and assesses behaviors within the context of ethical principles. The author points out Enron's deceptive practices in the trading of energy market. The paper applies the views of Mill, Aristotle and Kant to Enron activities.
From the Paper "Over a span of several years, high-level executives at the Enron Corporation, essentially an energy distribution form, engaged in a complex set of financially-oriented behaviors designed to deceive customers, government ..."
Abstract This paper explains that WestJet needs to position itself to remain successful in the turbulent skies of Canada. The author points out the use of strategic planning in business management. The paper recommends planning tools and techniques in addition to a SWOT analysis, which the company will need to make this decision.
From the Paper "WestJet's management team has asked for a recommendation about what planning tools and techniques including but not limited to a SWOT analysis, which can be used to decide how WestJet needs to position itself to remain successful in the turbulent skies. Strategic Planning is a method for positioning an organization to take advantage of its future by capitalizing on opportunities, addressing proactively rather ignoring challenges, providing the kind of leadership that motivates employees toward superior performance, manage change rather than be managed by change, create ..."
Tags: WestJet, case study, challenges to future growth, strengths, weaknesses, opportunitues, threats, SWOT, recommendations and planning tools.
Abstract The paper discusses the pitfalls that accompany the change process. The author points out problems of
resistance to change and fear of losing power. The paper argues that change must be seen as a long term process.
From the Paper "Bringing significant change to an organization is one of the most difficult tasks that managers face. There is often resistance from those who perceive that they will lose power or prestige as a result of the change and the organizational culture itself might be resistant to change. By understanding some of the pitfalls that accompany the change process, managers can help ensure that change not only occurs but that it takes root and remains in place well after ..."
A case study of an active data encryption solution (RSA), used by a customer at Modern Security Trust Bank, that is supposed to ensure that all transactions are legitimate.
675 words (approx. 2.7 pages), 5 sources, 2006, $ 26.95
Abstract This document discusses the case of Alice, a high net worth customer of the Modern Security Trust Bank in which she had significant deposits. Alice constructed an encryption device based on RST encryption technology and gave the public key encryption to Frank at the bank. She kept the private key in her residence. Frank claims to have received an order to transfer a $1,000,000 to his personal bank account from Alice's bank account upon her instructions. This is an instruction that Alice claims to never have given and she insists that Frank produced the encrypted message himself. The paper explains how, on the the surface, this case appears to be a simple one of bank fraud and breech of fiduciary trust, but it is complicated by the presence of an active data encryption solution (RSA) that ensures all transactions are legitimate or are intended to be legitimate within the context of the human organization within in which it is meant to function.
From the Paper "Modern Security Trust (MST) is a technology dependent banking institution that caters to net-worth individuals as well as clients with less spectacular incomes. At issue is a $1,000,000 deposit withdrawn from Alice, a high net-worth client of MST which was, in turn, deposited into a bank account in the Caribbean island of Nevis where it was discovered that the bank account was owned by an MST employee entrusted with the security of Alice's account."
Abstract The paper discusses Wal-Mart's financial profile, based on a thorough review of its liquidity and profitability ratios. Based on this analysis, Wal-Mart is deemed a strong investment target for both the individual as well as the institutional investor. The paper points out that while its long-term prospects are less sure, its near and mid-term outlook is extremely promising.
From the Paper "Wal-Mart Stores, Inc. is the world's largest retailer and operates retail stores in various retailing formats in all 50 states in the United States. The Wal-Mart Stores segment includes its discount stores, SuperCenters, and Neighborhood Markets in the United States (Wal-Mart, 2006). Wal-Mart also operates the SAM's Club segment which is a warehouse membership club in the United States. The International segment includes all of its operations in Argentina, Brazil, Canada, China, Japan, Germany, Korea, Mexico, Puerto Rico and the United Kingdom. For fiscal year 2005 Wal-Mart reported total sales of $312,427m, net income of $11,231m, and total assets of $138,187m (Wal-Mart, 2006). Liquidity Ratios: All of the following data is taken from Wal-Mart's 2005 Annual Form 10-K filed with the SEC (Form, 2006)."
Abstract This paper explores how the economy affects the automotive industry. Specifically, the paper discusses the effects of shifts and price elasticity of supply and demand and wage inequality on the automotive industry. Additionally, the positive and negative externalities and monetary and fiscal policy aspects are addressed. The writer concludes that overall, understanding the impacts of wage inequality, monetary and fiscal policies, and the price elasticity of supply and demand can help determine the outcome of the automotive industry.
From the Paper "There are many characteristics of supply and demand that impact the automotive industry. The automotive industry is a competitive market which consists of a market where there are several buyers and several sellers and both have a minor impact on the market price. Consumers within the automotive industry determine the shifts in supply and demand. There are several variables that can shift the demand curve. The main variables are income, prices of related goods, and substitutes. The automotive industry is affected by buyers' incomes. For example, if an individual loses their job they would have less money to spend on a new vehicle. In the automotive market there are numerous amounts of substitutes. When the price of one vehicle increases the demand for a substitute will increase. The supply shifts are an additional factor which can impact the automotive industry. As new auto companies open there will be a change in the equilibrium and the shift in supply. The number of sellers would increase the number of vehicles available and the price would decrease."
An analysis of the baseball labor market, including the question of whether baseball athlete's salaries are too high, in respect to revenues earned by team owners.
750 words (approx. 3 pages), 2 sources, 2001, $ 26.95
Abstract This paper analyses baseball's labor market with reference to the economic phenomenon of a monopsony. The question of whether baseball athletes salaries are too high is raised, in respect to revenues earned by team owners. Several economic issues are brought up, including: competitive markets, monopolies, supply and demand, etc.
Tags: monopsony, economics, competitive markets sport
From the Paper "Leadership everywhere throughout time has been predominantly male. In America and throughout the world women have been in constant conflict to expand their influence to every aspect of life. Today, women have grown past the boundaries that kept them at home for thousands of years. The leading region of this feminine expansion into leadership positions has been in the United States, the leading economy of the world. To raise one's stature in a capitalistic country, one must become capitalistic themselves. Consequentially women have, bringing with them a completely new set of values to the world and to business. These new values have made their way into leadership positions, but there they encountered immense opposition from masculine leadership supporters. Feminine leadership values in business are highly admirable qualities because absolute masculine control produces low quality work, is primarily self-centered, and is detrimentally competitive. "
An analysis of a particular company, looking at its customer service problems and suggestions for implementing an improvement to customer service levels in an organization.
1,925 words (approx. 7.7 pages), 5 sources, 2000, $ 61.95
Abstract This essay is written in an Action Plan format "For implementing an improvement to customer service levels in an organization"; and it comprehensively covers all the necessary areas that involves Customer Service within an organization. The essay is based on an organization, where a lot of information is revealed about the organization to create a greater feel for its operations and employees: two organizational structures (before and after change are implemented) are also revealed. The problems are explained in full, and analyzed, strategies for change are created and an implementation processes is included.
A discussion of the feeling of many members of the public that the huge sums of stock options and cash payments that many of the CEOs of the top U.S. companies currently receive are largely unjustified.
1,061 words (approx. 4.2 pages), 5 sources, 2000, $ 37.95
From the Paper "Criticism of executive compensation packages has increased rapidly over the past few years. They are many people in the general public who feel that the huge sums of stock options and cash payments that many of the CEO's of the top U.S. companies currently receive are largely unjustified. About 20 years ago, the main component of executive compensation was cash, in the form of bonuses and salaries. The problem with cash payments is that they alone do not guarantee that a CEO will make decisions that will be in the best interests of the shareholders. In an effort to better tie a company's performance to the CEO's compensation, many top executives began receiving large stock option grants in exchange for large cash payments. This meant that executives now had to make a concentrated effort to raise their firm's stock price if they wanted to profit from their compensation plans. Unfortunately, by using a fixed price, conventional stock options have pitfalls that allow executives to profit at the expense of the shareholders. The exercise price is established at the market price the day the options are granted, and the option holder can then cash in on the options if the stock price rises above the exercise price. One of two problems with this method is that it encourages CEOs to make decisions that will raise the stock price in the short term but ignore the stock's performance in the long term. This allows the executive to make a quick profit by cashing in his or her options as soon as the stock price rises and then jumping ship as soon as the stock begins to falter. ?The other problem with this option plan is that it rewards a mediocre CEO if the value of the company increases due to a bull market even if the company's gain is well below that of its competitors,? (Hall 2000). These reasons are why the traditional method of granting stock options must be altered somewhat to better tie the executive's compensation to the performance of the company. "
An overview of the Wrigley chewing gum company, their marketing and product strategy and how they revitalized the market by catering to evolving consumer tastes.
2,447 words (approx. 9.8 pages), 11 sources, 2000, $ 74.95
From the Paper "Industry experts have characterized Wrigley's marketing and product strategy in the past as "conservative"; however, marketing and product changes reflecting an awareness of changing demographics are helping Wrigley maintain their position as market leader and revitalize a mature market. "
Abstract This paper discusses the various ways to measure customer satisfaction. Customer service satisfaction measurement is seen as the way companies can gain competitive advantage, as they can target customers better by finding out their preferences and level of satisfaction with existing products and services. The idea is that what is not measured can subsequently not be managed. Various measurement techniques are evaluated also.
From the Paper "Most emerging approaches to the measurement of overall productivity and management results agree on the importance of customer capital, as expressed in sales, satisfaction and reputation. The higher the innovative and service component, the more the customer becomes part of the performance equation. Customer feedback helps continuously to improve product and performance, with the peripheral benefit of inspiring employees to increased efforts toward better results."
