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Delta Airlines, 2004.
Review of Delta Airlines's financial and marketing goals and objectives.
811 words (approx. 3.2 pages), 3 sources, APA, $ 28.95
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Abstract
This paper examines Delta Airlines's financial and marketing goals and notes how the financial objectives are closely linked to the marketing goals. The paper looks at how Delta focuses on the needs and wants of its customers, as well as how it has been financially affected by the September 11 terrorist attacks. The paper also discusses the areas that Delta intends to target for marketing purposes and where it faces the greatest competition.
From the Paper
"The company's financial objectives and goals are closely linked to its marketing plan. Vicki Escarra, Chief Marketing Officer of Delta Airlines says that the company's singular dedication to the needs and wants of consumers has allowed Delta to survive and thrive in the most difficult market environments (Morris, 2002). One event that shook Delta and the rest of the airlines was the terrorist activities of September 11th. Increased expenses due to security training, cockpit door reinforcement, and insurance costs dramatically altered the airline's fixed overhead costs."
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Promotion for Nike's "Shox iD" Shoe, 2004.
Analysis of Nike's advertising and marketing approach for its "Shox iD" shoe.
1,232 words (approx. 4.9 pages), 3 sources, APA, $ 41.95
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Abstract
This paper takes a look at the manner in which Nike has chosen to promote its "Shox iD" shoe. The paper analyzes Nike's Internet marketing strategy for the shoe, the message Nike tries to convey about the shoe, and how Nike continues to capitalize on its image as a great shoe company.
From the Paper
"However, in terms of promotions, Nike still is masterful in conveying a strong message to a targeted segment of the running shoe market as well as eking out, if not dominance, then a still secure area of the sports apparel industry. One recently promoted shoe of great importance to Nike is that of the new Nike Shox iD running shoe. The Nike Shox iD running shoe has not been marketed in a general fashion, however, on television, Internet, and the print media in the same diffuse manner as, for instance, the Air Jordans of the past. This was because many non-basketball players wore Air Jordans to convey their solidarity with the great basketball player and themselves as his great fans."
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Hershey's "Swoops", 2004.
Analysis of the marketing strategy behind Hershey's "Swoops".
2,990 words (approx. 12.0 pages), 14 sources, MLA, $ 88.95
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Abstract
This paper begins with a brief description of Hershey's new chocolate product, "Swoops", then discusses Hershey's current market position, and goes on to on to analyze the specific nature of the role envisaged for "Swoops" TM within the company's portfolio of brands.
From the Paper
"New Product Development: The process of idea generation and screening at Hershey's, as mentioned earlier, takes place within the ambit of its IBI or fact-based approach to decision making, as well as within the context of the corporate goals of driving profitable core growth through fuelled but reallocated brand spending, captured price realization, and building a competitively advantaged business. In other words, Hershey's believes that its transformational growth opportunities lies in leveraging its existing core competencies and competitive advantages in category-defining iconic brands such as Hershey's milk chocolate, Reese's peanut butter, Almond Joy coconut, and York mint. Thus, the direction for new product idea generation and screening at Hershey's is that all concepts must meet the preceding criteria besides ensuring the fulfillment of consumer needs for taste, convenience and/or better-for-you (healthier) products (Lenny, Feb. 2004). To sum up so far, new product development in Hershey's must meet the criteria of affordability; captured price realization; leveraging of core competencies and existing competitive advantages in iconic brands; fulfillment of consumer needs for taste, convenience, and better-for-you products; and identification of opportunities to further grow Hershey's share of the confectionery and overall snack market."
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Marketing Issues for Multinational Corporations, 4.
Market evaluation for software companies wishing to market their products in the global market.
18,000 words (approx. 72.0 pages), 97 sources, APA, $ 249.95
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Abstract
This paper presents a macro level analysis of the global market for software companies. The paper evaluates the software industry and the different products sold by manufacturers worldwide, the unique features and the common features that exist in the market, potential profits and returns that software companies can hope to get from this market, and segmentation of the market and the local culture and environment that exists. In addition, this paper evaluates new product development and new applications for existing products, as well as an analysis of the communication and infrastructure requirements and the organizational structure for each market.
Holistic Analysis of the Software Industry's Market
Review of Companies Selected for this Study and Their Market Segments
SWOT Analysis for the Six Companies Discussed in this Report
Microsoft Corporation
Oracle
Symantec
Infosys Technology
Wipro
AutoDesk
PESTLE Analysis of the Markets of the U.S., U.K. & India
Political Analysis
Economic Analysis
Social Analysis of the U.S., U.K. and India
Technology Analysis of the Three Countries
Legal environment
Environmental Analysis
Analyzing the Software Industry Using Porter's Five-Force Model
Internal Rivalry as it Exists in the Software Industry
Barriers to Entry
Substitutes and Complements
Buyer Power in the Different Markets of the U.S., U.K. and India
Bargaining Power of Suppliers
Microanalysis of the Three Markets and the Six Companies in these
Markets
Strategies of the Organizations in the Markets
Structure of the Organizations in the Industry
Systems in the Organizations and the Markets
Styles of Management
Staff Requirements in the Industry
Skill Requirements for Success
Shared Values of the Organizations within the Market
From the Paper
"Globalization, free market ideology and advancements in communication and technology have changed the way companies and organizations now conduct business. Research and development of new products and new uses of existing products are the core issues tackled by organizations. Marketing plays a very important role in success of an organization and the profits that can be obtained over time. No matter how good or useful the product, if the consumer is not aware of the product or does not know applications of the product, it is inadequate."
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Product Placement in Films, 2004.
This paper discusses the practice of product placement in films, especially of Taco Bell in "Demolition Man".
1,750 words (approx. 7.0 pages), 6 sources, MLA, $ 56.95
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Abstract
This paper explains that product placement in films involves the inclusion of brand name merchandise on screen as the result of a deal between marketers and the makers of movies. The author points out that, despite criticism, product placement has grown in importance, and the placement of Taco Bell in "Demolition Man" marks a new shift in the practice by incorporating product placement into the character and plot of the movie. The paper states that Taco Bell's product placement is successful because it reveals to the audience that the corporation has the courage to laugh at itself.
Table of Contents
Introduction
Overview and History
Criticisms of Product Placement
Product Placement in "Demolition Man"
Conclusion
From the Paper
"The practice is so common that it is often spoofed. In the 1992 movie Wayne's World, the underground cable show depicted spoofs product placement with a cheesy scene that shows a Pizza Hut box that cuts away to a Nupril pills backdrop, as the main character, Wayne notes "I will not bow to any corporate sponsor". Josie and the Pussycats (2001) took the parody of product placement to a new level as it featured over 25 product placements in a two-minute trailer."
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The Powers of Advertising and its Negative Effects on the Consumers, 2004.
Explores the evolving view of the purpose of marketing activities.
12,636 words (approx. 50.5 pages), 33 sources, APA, $ 242.95
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Abstract
This research paper attempts to show that advertising and marketing are not quantifiable sciences like the physical sciences where certain results can be expected after inputs of a certain amount have been put in. The paper shows that marketing is a social science, which changes a lot with society and is currently going through a phase of transition due the new information technologies. Furthermore, the paper demonstrates that the job of advertising is to pass on the information about products and services to consumers, and this method itself is undergoing change due to the changing influences of the Internet. This new medium gives the consumers many options, and the possibility of passing on misinformation to them in a convincing manner is becoming limited.
Literature Review
Is Advertising Untrue?
Reactions to Advertising (?) Failures / Negative Effects
The Development of New Media
From the Paper
"Modernization has also led to a situation where the ownership of media is getting fragmented, and the progress of the information from the marketing organization to the consumer is no longer passing through clear stages. There are now cases where the information is going directly from the marketing organization to the consumer, and in that case, it is difficult to classify it strictly as advertising. The role of the marketing organization is now the most predominant in the entire process of advertising in whatever form it may be. The negative effects, whatever they may be is thus the responsibility of the marketing organizations as they are the most powerful in the triumvirate of the marketing organization, advertising agency and the media owner."
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Marketing Ethics, 2004.
A look at the importance of marketing ethics in the business world.
4,284 words (approx. 17.1 pages), 19 sources, MLA, $ 113.95
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Abstract
This paper assesses the relevance of marketing ethics in current business environment and the extent to which ethical issues should be taken into account while devising marketing strategies. It attempts to understand the nature of marketing ethics and analyzes the possible impact of ethics in marketing from different viewpoints, based on the theories and research work carried out in this field. It identifies and explains how marketing ethics can be improved in practice, as well as ways to integrate ethics in formulating and implementing marketing strategies. It also examines the efficacy and impact of popular marketing strategies with ethics, analyzes the role of ethics in advertising, explains the elements of consumer ethics, and discusses the role of legislation to enforce marketing ethics.
Outline
Marketing Ethics and the Business Environment
Nature of Marketing Ethics
Research on Marketing Ethics
Improving Marketing Ethics
Implementation of Ethical Standards in Marketing
Ethics and Advertising
Marketing Strategies with Ethics
Green Marketing
Marketing Intelligence and Corporate Espionage
Consumer Ethics
Regulation
Conclusion
From the Paper
"Marketing ethics is a sub-set of business ethics and examines the moral issues relating to marketing decisions made by organizations. Although its roots can be traced back to the 1960s, marketing age is believed to have come of age only in the 1990s, thanks to extensive research on the subject carried out in the decade before. (Murphy, 111). Several topics make up the fabric of marketing ethics - product quality, safety and liability, fairness in pricing, honesty in advertising and selling, privacy in internet database and marketing. According to Kotler, in recent years, people have started questioning the value of marketing concept, when the world is faced with environmental degradation, resource shortages, hunger and poverty and neglected social services."
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Public Relations Evaluations, 2004.
Study of the importance and methods of evaluating the effectiveness of public relations.
4,371 words (approx. 17.5 pages), 13 sources, APA, $ 115.95
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Abstract
This paper presents an thorough study of public relations (PR) evaluations. It explains what PR evaluations are, the importance of the evaluations, and explains the different types of PR evaluations and the techniques used. The paper also provides evaluation models, case studies, and theories.
What is PR Evaluation?
Importance of PR Evaluation
Types of Evaluation
Formative and Summative Evaluations
Inputs, Outputs and Outcomes
Techniques of PR Evaluation
Evaluation Models
Other Theories
Objectives of Public Relations and PR Evaluations
Barriers to Evaluation
Case Studies and Theories
Effective Measures
From the Paper
"The evaluation debate in public relations focuses on media evaluation, as PR efforts aim to obtain is media coverage. As a result, press clippings and transcripts/tapes serve as evidence of that activity. However, it is important to understand that media evaluation must be kept in context, because it actually only examines the process of public relations evaluation, not the result."
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Domino's Pizza Advertising Strategy, 2004.
An appraisal of this pizza chain's advertising strategy.
2,788 words (approx. 11.2 pages), 3 sources, MLA, $ 83.95
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Abstract
This report provides insight into one of the pizza industry giants, Domino's Pizza. Like the majority of success stories in corporate America, Domino's Pizza has a 'rags to riches' tale. This review offers an appraisal of the company's advertising strategy and its media campaigns. Initially, the report illustrates the origins of this corporate giant leading up to its nomination as the "Chain of the Year" in 2003. A detailed review of the corporate quarterly reports is utilized to demonstrate the company's consistent growth despite the instability of the American economy. The report also focuses on some of the more successful advertising methodologies Domino's Pizza has used in the past and suggests some strategies for the future. A review of the more pertinent market research is senior management has used in order to make strategic decisions are pointed out. The paper provides insight into the company's advertising budget, as well as its image as a community asset with regard to social and ethical issues.
From the Paper
"As a multinational corporation, Domino's Pizza does all of the retail sales advertising that can be expected from an operation of that size. They invest heavily in flyer, television, radio and newspaper advertising. Their new internet portals allow customers to order pizza over the net from local outlets and also provide many details of the organization as a whole. The company expends a great deal of energy advertising for franchise owners as well as customers. Throughout the franchise documentation, the company highly recommends that the new franchise owner get involved with the local community and the social and ethical issues of that community. All of this needs to be taken into consideration when the company creates its overall advertising campaign."
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Global Marketing Differences, 2004.
A look at the different approaches to marketing in countries across the globe.
1,541 words (approx. 6.2 pages), 10 sources, MLA, $ 50.95
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Abstract
This paper on the cultural differences in marketing trends compares and contrasts the marketing trends in the United States, China, and Taiwan. This paper also explains why culture plays such a huge role in each country's marketing techniques. An illustration of the consumer behavior with respect to the most popular products being sold is also given. This paper also highlights relevant quotes to support its claim.
From the Paper
"Trends of marketing vary from country to country and are greatly influenced by that country's culture. Good marketing decisions requires the planning and coordination of marketing resources and the integration of the marketing mix to achieve a desired result in markets selected for targeting by the business. The business's offers are tailored through marketing decisions in terms of product line, place, pricing elements and sales promotions to match the perceptions of value of its target market. In some ways business markets are similar to consumer markets since they both involve people who assume buying roles and make purchase decisions to satisfy needs. Both business markets and consumer markets are greatly influenced by cultural trends. Business marketers also need to remember that women now account for a significant share of purchase decision-makers."
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"Milk Got, Hmmm?", 2003.
A review of the "Milk Got, Hmmm?" advertisement for milk.
1,425 words (approx. 5.7 pages), 4 sources, MLA, $ 47.95
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Abstract
This paper examines how the "Milk Got, Hmmm?" dairy ads featuring Yoda from Star Wars have been widely publicized in magazines, on billboards, and widely spread around the Internet. It looks at how the purpose of this ad is to encourage people to drink milk, based on the health claims made within the text and also based on the appeal of the character of Yoda. It also discusses how the health claims that it makes have been largely debated and how there may, in fact, be false statements ,since there is a great deal of scientific evidence actually pointing to milk as a cause of bone density loss.
From the Paper
"This advertisement attempts to appeal to the logical consumer by stating claims that milk will be beneficial to the drinker's health. It is only reasonable to assume that people will be attracted to a product that will give them better health and a longer life, and this is exactly the claim that the text of this ad makes. As opposed to explaining that it is a mastery of use of The Force and his dedication to Jedi studies that has prolonged his life, the Yoda in this ad states that it was in fact milk that allowed him to live for nearly a millennium and remain strong. "When younger are you, strong bones milk builds, yes. But when adults, slow rate of bone density loss, it does." seems like a very logical reason to drink milk. Unfortunately, this claim may not be backed by actual fact."
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Global Differences in Advertising, 2004.
A look at how similar products are marketed in different locations around the globe.
1,039 words (approx. 4.2 pages), 1 source, MLA, $ 36.95
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Abstract
This paper takes the example of a computer and looks at how different channels advertise it in order to sell to the local community. The paper looks at the various forms of advertising used today, including print, television, Internet, and other forms. The writer explains that Internet advertising is more global than the other forms, as anyone around the globe can access the information.
From the Paper
"In seeing that a firm can use different media for targeting its customers, it seems appropriate that a company uses television for mass marketing of its products, i.e. computers, while print media is selective and targets its products toward people who are educated and read the newspaper. In case of the Internet, the main segments of the computers will be young users customers and hobbyists, who like to navigate different sites and want to find out more about the products. However, an Internet site can also focus its advertisements for offering more information about products so that even a common person who owns an Internet service can navigate different Internet sites of the computers to make its buying choices."
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Corporate Sponsorship in Sports, 2004.
Presentation of a managerial model for understanding the positive and negative aspects of corporate sponsorship in the sports arena.
4,723 words (approx. 18.9 pages), 20 sources, APA, $ 121.95
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Abstract
This research paper presents a managerial model that can be effectively applied when discussing the cost-benefit relationship of corporate sponsorship in athletic events. In order to create this model, the paper considers the impact of what a community may consider to be too much corporate influence, the problem of advertising a controversial product, overall community perceptions of the presence of a sponsorship, and the goals of the athletic competition at different levels. The paper contends that the managerial model should be able to identify these factors and use them to develop standards for the sponsorship relationships.
Marketing, Money and Maturity
Cost-Benefit Relationship
Determine Managerial Model to Use as a Basis for Evaluating Corporate
Sponsorship
Determine Positive Effects of Sponsorship
Determine Negative Impacts of Sponsorship
Determine Equilibrium
Develop Model for Different Levels of Athletic Competition.
Managerial model
Nature of Sponsorship
Integrated Marketing Communication (IMC)
Managerial Aspects of Sponsorship.
Research Methodology
Compare and Contrast Equivalent Systems
Schools with Corporate Sponsorship
Schools without Corporate Sponsorship
Condition of Athletics and Scholastic Performance without Corporate
Sponsorship
From the Paper
"This cost benefit relationship is multifaceted. The direct cost to the corporation is the amount of dollars paid for the sponsorship. However, the indirect costs are the resulting public opinion of the sponsor. The assumption is that by expensing advertising revenue, the company is improving their relationship, and brand recognition in the community. However, the question as to whether or not the sponsorship is at risk of creating a backlash against the company has not been addressed. Recent moves by soft drink and snack food corporations to introduce their products into elementary and secondary schools have created a feeling in the communities which are opposed to this level of corporate influence."
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Marketing and Branding, 2004.
An analysis of the effect of marketing and branding on consumer behavior.
5,324 words (approx. 21.3 pages), 18 sources, MLA, $ 131.95
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Abstract
This is a dissertation paper that studies and explores theories and information on how consumer behavior responds to brand extension. This paper uses different company products, along with the brand's product extensions, as examples for the basis of its analysis on how consumer behavior is affected by extension brands. This paper aims to provide the readers with adequate information on the following objectives of this research: an exploration of the strengths and weaknesses, opportunities and risks of brand extension by reviewing relevant theories; an exploration of consumer behavior; a look at the impact of brand extension on consumer behavior by collecting relevant data; and, finally, an analysis of the relationship between consumer behavior and brand extension.
From the Paper
"A business in the line of women's fashion has been among the largest and crowded industry in the market nowadays. Competition among firms has been stiff, competing with one another on the basis of their ability to influence trends and fashion, as well as in their ability to quickly adjust, manage, and survive in a trend that the fashion market imposes (Guercini 2001, p.69). One strategy that manufacturing industry and businesses in the line of women's fashion generally considers during a need for incremental financial growth is the employment of new brands, or what we call brand extension. An example of which is Monsoon, a company that started off in clothing fashion and had extended its line to accessory products. In 1984, Monsoon started a new company called Accessorize, which now has more than 110 store outlets in the UK, and more than 100 stores in different countries worldwide (Monsoon, accessorize.com). Accessorize is now one of the major companies in fashion accessory."
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The Pottery Barn's Website, 2004.
Website analysis of Potterybarnkids.com.
981 words (approx. 3.9 pages), 3 sources, APA, $ 34.95
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Abstract
This paper describes and analyzes the website of the home furnishings company, "The Pottery Barn". The paper looks at the site's targeted audience, its effectiveness, and its usability, and then concludes with some simple recommendations for improvement.
From the Paper
"Potterybarnkids.com is a website run by the popular home furnishings company The Pottery Barn. The Pottery Barn itself sells furnishings that aspire to be both decorative, creative, yet comfortable and affordable for modern twenty or thirtysomethings decorating their first homes or apartments. (Potterybarn.com, 2004) Pottery Barn Kids is a subsidiary of the Pottery Barn Company. This branch has as its objective the mission of drawing young parents into decorating their children's home 'spaces' with the same flair and style typical of Pottery Barn consumers in adult home 'spaces.' It also attempts to 'hook' very young children into becoming concerned about design and home furnishings style in a way that will make them Pottery Barn consumers in the future."
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