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Global Marketing Management, 2006.
Compares and contrasts elements of global marketing management to that of any other type of marketing management.
1,125 words (approx. 4.5 pages), 4 sources, $ 44.95
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Abstract
This paper discusses global marketing management as first involving the same elements as any type of marketing management and then as taking into account the different requirements of the global marketplace, the different opportunities and the pitfalls that must be avoided in this developing arena. The paper also describes the task of the marketing manager as that of deciding what works and what does not and seeing to it that the company follows what works.
From the Paper
"Global marketing management first involves the same elements as any type of marketing management and then must take into account the different requirements of the global marketplace, the different opportunities, and the pitfalls that must be avoided in this developing arena. Deciding what works and what does not and seeing to it that the company follows what works is the job of the marketing manager. While the purpose of marketing is the same in the global marketplace as in the domestic market, namely to decide what the customer wants and then to provide it, the task can be more complicated in the global market because the manager will not be as familiar with that market, because that market is not one market at all but many markets in many different countries and parts of the world, and even different markets within the same country or region."
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Global Marketing Management Controls, 2008.
An analysis of global marketing management controls and how they are utilized by companies.
4,439 words (approx. 17.8 pages), 22 sources, MLA, $ 116.95
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Abstract
This paper provides a comprehensive review of measures of marketing performance and country potential. The analysis uses a global marketing framework to analyze different types of global marketing control systems that are utilized by companies. The paper focuses primarily on how companies measure subsidiary marketing performance and also provides a complete overview of the different methodological approaches to measuring country potential. In addition, the paper provides a general guide for the strengths and weaknesses of the approaches.
Table of Contents:
Executive Summary
Introduction
Global Marketing Management Controls: What Are Global Marketing Management Controls?
Global Marketing Management Controls Strategies: Techniques FOR Measuring Subsidiary
Marketing Performance
Subsidiary Performance and Marketing Activities: Understanding the Global Marketing Mix
Evaluating Country Potential: Environmental/Situational Analysis
Effectiveness of Marketing Measures
Tools and Techniques of Country Analysis Techniques
Conclusion
Appendix
From the Paper
"The interesting phenomenon is how countries are using these strategies either from a marketing perspective to achieve economic goals, or for public policy uses to bolster political influence. Global marketing management controls is no longer simply a formulated plan for 'private companies' to follow, if they wish to market their products or brands internationally. Global marketing management controls strategies are an important branch of business administration; however it is becoming increasingly a country analysis tool that is becoming very popular based on the number of examples given above and the relative success of this new use."
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Public Relations and Marketing Management, 2007.
A discussion of the role of public relations in global marketing management and strategies.
6,195 words (approx. 24.8 pages), 38 sources, APA, $ 145.95
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Abstract
This paper gives an in-depth analysis of the role of public relations for today's global companies, with particular focus on marketing and management strategies. The paper includes a literature review which helps define a best practices model for this field. Several other models of public relations are taken from current research in emerging global companies. The importance of the Internet is described as a public relations tool, with applicable sites listed.
Outline:
Introduction
Emergence of Public Relations Maturity Model
Model of Market-Driven Organization, Synchronized Across Functions
Figure 1: Public Relations as being Demand Driven
Figure 2: Public Relations Maturity Model
Literature Review
Figure 3: Sales-force.com PR Manager Dashboard Interface
Turning the Position of Trusted Advisor into a Competitive Advantage
Completing Market Segmentation Based on Trust
Values-Based Segmentation Strategies and Pricing
Organizational and Customer Value Alignment and Relationships
ROI Analysis Literature Review
Nordstrom's Case Study: How Public Relation's Stressing Value Impacts Company Culture
Areas of Future Research
Bibliography or Works Cited
From the Paper
"The second critical success factor emerging from the research completed is the challenge of continually defining value both from a product and services perspective across multiple geographies. Respondent scores reflect a global focus of retaining credibility through stressing value-based selling over features, functions, benefits and other product-centric messaging including price. This second critical success factor centers on positioning and messaging with high credibility to support the trusted advisor role. Researchers mention that this approach to building credibility both supports the trusted advisor role and gets their companies away from selling only product features, which in many industries makes the selling process even more difficult. This second critical success criteria reflects the impact of market-driven organizations on product strategies. It is evident from the market-driven organizations in the sampling base there is a much stronger triad link between marketing, public relations, analyst relations, and investor relations. Imagining an overlapping Venn diagram of these items a best practices model emerges for messaging synchronization across a global enterprise."
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Global Marketing Management, 2005.
This paper discusses issues of global marketing management.
1,350 words (approx. 5.4 pages), 6 sources, APA, $ 47.95
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Abstract
This paper explores the issue of product piracy and strategies a company could adopt to protect against piracy. The author examines the issue of information technology and global retailing. The paper reviews the issue of management economic and political risks.
From the Paper
"Any product can be reverse engineered and thus pirated by unscrupulous companies and individuals, Software, such as films, music, CDs and computer games, are particularly susceptible to piracy but other more tangible products can also be pirated and distributed. Companies should be concerned about piracy for several reasons. One, it reduces the revenues that flow to the company by offering lower-priced versions of the original product. While not everyone who purchases a pirated product would purchase the original version, some of the market is lost ..."
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Managing Marketing Communications, 2004.
This paper discusses the management of marketing communications: advertising, sales promotion, public relations, and direct marketing.
3,490 words (approx. 14.0 pages), 17 sources, MLA, $ 98.95
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Abstract
This paper explains that the key elements to the success of a marketing, sales, or public relations campaign are the abilities to target audiences and to respond effectively to consumers' ever-changing wants, needs, and desires. The author points out that traditional large-budget mass advertising and marketing campaigns are no longer considered the most effective mechanisms for moving products and services; rather, more focused campaigns, which take into consideration target markets and consumer objectives and preferences, are necessary. The paper stresses that most effective marketing plans and campaigns serve as tools to help move consumers into a manufacturer or retailer?s corner and to keep them buying into a particular market share.
Table of Contents
Introduction
Sales Campaigns
Public Relations
Marketing
Advertising
Conclusion
From the Paper
"More than 36 percent of public relations professionals claim that finding strategic direction is difficult. Most public relations campaigns fail due to lack of appropriate insider knowledge regarding industry and business issues and a lack of ability to communicate among professionals and consumers. An effect PR campaign is destined to fail if the individuals promoting it have not aligned their goals with those of the corporation they are representing; at the same time, PR professionals have a duty to understand the industry in which they are working. Without adequately understanding the market they are promoting, PR professionals can?t hope to design campaigns that instill confidence in consumers."
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Marketing Plan: RJS Private Wealth Management., 2002.
This marketing plan outlines the objectives, strategies and campaigns to be pursued by RJS Private Wealth Management during fiscal 2002.
1,900 words (approx. 7.6 pages), 7 sources, $ 71.95
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Abstract
This marketing plan outlines the objectives, strategies and campaigns to be pursued by RJS Private Wealth Management during fiscal 2002. Therefore it commences with an extensive review of the RRSP market in 2001. This review provides the basis for the "Outlook for Fiscal 2002". The specific problems and opportunities before RJS Private Wealth Management are identified. Then specific objectives and strategies for the 2002 campaign are identified. Finally, the deployment of resources in the 2002 campaign is outlined. In this area media relations and 'buzz' marketing are both approached innovatively to increase the appeal to, and contact with, the target demographic of affluent, professionals in their forties.
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Marketing's Relationship with Ethics and Total Quality Management, 2002.
This paper discusses two separate issues: How marketing is related to ethics and how it is related to total quality management.
2,145 words (approx. 8.6 pages), 10 sources, MLA, $ 67.95
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Abstract
This paper begins with a discussion of the relevance of ethics and social responsibility to both marketing and operations activities. The author looks at theories used to make ethical decisions, and how the issues at stake are the environment and human quality of life. The writer then reviews the relationship between marketing and total quality management, which is used to amplify the effectiveness of an organization requiring absolute employee participation. The author looks at widely recognized key characteristics of TQM systems.
From the Paper
"Ethics and social responsibility have always been critical issues in both marketing and operations activities. However, recent accounting scandals and bankruptcies involving high profile and well-respected companies such as Enron, Global Crossing, PG&E, WorldCom and numerous others have renewed interest in ethics and social responsibility. Social responsibility is the concept that business is part of the larger society in which it exists and must therefore act in a way that not only advances the firm, but also serves the society. More than ever firms are being challenged to integrate social responsibilities in to their operations. Numerous firms now believe that social responsibility to be a lot more than granting money to community groups or volunteering their time to organizations - although these are both important ways that firms support the community."
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Web Content Management in an Increasingly Complex Market, 2002.
A paper which studies the keys to implementing a successful web content management system in order to enhance an organization's profitability.
3,700 words (approx. 14.8 pages), 16 sources, APA, $ 102.95
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Abstract
The author of this paper shows that in today's continually evolving, technology-based environment, the objectives of company managers must be adapted to keep up with the changing times. He states that WCM systems are therefore a premier tool for managers to update web content in a way that enhances the organization's profitability and that WCM has become an essential tool in nearly all organizations that have a website. The paper shows the advantages of wcm's, lists a definition of terms and functions relating to wcm's. It lists vendors and discusses obstacles of the system, provides a methodology for evaluation and analyses the current status of the wcm market.
From the Paper
"A critical new facet of business change management has emerged in recent years: the need to keep track of ongoing modification to websites and web content, including the ability to accept, organize and publish contributions across the organization, regardless of the technical expertise of the provider. As a result of the popularity explosion of the Internet, virtually everyone in a company can be a part of the development team, and any IT asset can be incorporated as content (Nakano, 2001). Thus, strong yet flexible Web Content Management (WCM) is crucial for keeping all the moving parts in sync, while assuring that web applications, content and data are accurate, functional and up to date."
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Product Marketing and Marketing Research, 2005.
Cites an article that discusses the relationship between marketing research and marketing strategy.
690 words (approx. 2.8 pages), 2 sources, APA, $ 23.95
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Abstract
This essay cites an article that discusses the relationship between marketing research and marketing strategy and tactics. It describes the purpose of the marketing research and assessing the importance of this research in relation to the organization's marketing strategy and tactics.
From the Paper
"According to an essay published by the U S Small Business Administration online entitled Marketing Basics to be successful senior management must know its markets its competitors strengths and weaknesses ..."
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Management Communications, Project Management and Quality, 2002.
An evaluation of management communications, project management and quality issues using a case study format.
2,648 words (approx. 10.6 pages), 10 sources, APA, $ 79.95
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Abstract
The paper shows that TaxPrep, Inc., a (real) tax preparation service firm, is rapidly losing market share, experiencing negative profits, and is unable to efficiently bring new software products to market. This paper analyzes TaxPrep?s problems and presents specific recommendations to solve the software development, organizational, and communications issues. Short-term recommendations include: implementing project management techniques for software development, conducting employee communication sessions, and freezing present compensation. The paper shows that, in the long-term, TaxPrep should implement a management system that meets the Q9001-2000 quality management standard, market new web-based products, and institute performance based compensation.
From the Paper
"In the late 1980?s TaxPrep, Incorporated (TaxPrep) found itself quickly losing market share in the service bureau tax preparation business. Profits and sales plummeted during 1990-91 threatening the future of the Company. TaxPrep?s survival depends upon its ability to rapidly enter the personal computer (PC) tax software market where consumers are numerous and competitors have a strong lead. The tax preparation industry was in an acquisition frenzy during the mid to late 1980?s, as evidenced by the addition of six firms to TaxPreps? portfolio. Due to this period of rapid change and because PC developers are using new programming technology (?C? programming language requires less programmers), TaxPrep found itself with surplus personnel. The Company reduced the employee headcount by over 50 percent in the number of sales and support jobs. These large layoffs created anxiety within the surviving employee base, which is further hampering the ZX Development Groups? (a division of TaxPrep) ability to efficiently develop software for the PC market niche."
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Contemporary Marketing Problems and Capability-Based Marketing, 2002.
Examines the need for contemporary marketing policies to change to those based on capabilities, due to globalization.
2,316 words (approx. 9.3 pages), 13 sources, MLA, $ 71.95
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Abstract
The nature of marketing has changed in the wake of globalization. The marketing organization that both survives and thrives in this evolving environment will be the one that hones its capabilities, builds upon these capabilities and applies these capabilities in the satisfaction of customers. This research examines contemporary marketing problems within the context of capability-based marketing. Essentially, capability-based marketing holds that a firm should concentrate on its most problem-causing customers and attempt to satisfy them. The paper shows that through learning to deal with such problem customers, the capability-based marketing approach holds that marketing companies will develop expertise that will enhance their capabilities to serve all customers.
From the Paper
"The concept of mass production is based on assumptions of stability in both product and process change. Within the framework of such assumptions, both "product specifications and demand are relatively stable and predictable" (Boynton, Victor, & Pine, 1993, p. 43). Such stability facilitates the standardization of products, the centralization of decision-making, the routinization of work and rewards, the development and enforcement of standardized rules and procedures, and the allocation of work on a dedicated basis to specialized tasks. Such conditions, thus, lead naturally to the development of the mechanistic organization (Davidson & Davis, 1990)."
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Managing the Expatriate Manager, 2002.
Examines the advantages and disadvantages of sending an employee to a foreign country to manage a branch of a company.
1,759 words (approx. 7.0 pages), 5 sources, APA, $ 56.95
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Abstract
Globalization is one of the major trends in the business environment, with companies increasingly looking to enter global markets. This creates a need for companies to manage international operations effectively. One option is to send an employee to the foreign location to live and work, with this manager known as an expatriate manager. This process has significant advantages and disadvantages, including the fact that it often fails. However, a closer look at the process in this paper shows that problems can be effectively prevented. This requires being aware of potential problems, selecting the right employee to take on the role of expatriate and preparing the expatriate and their family for the experience. To consider this further, the advantages and disadvantages of an expatriate are considered in the paper. This is followed by a discussion of how an expatriate can be selected and effectively prepared for the role.
From the Paper
"A high-context culture is defined as one "in which communication is used to enhance personal relationships" (Daft, 1997, p. 475). Asian and Arab nations are examples of high-context cultures. A low-context culture is defined as one "in which communication is used to exchange facts and information" (Daft, 1997, p. 475). Germany, England and the United States are examples of low-context cultures. These differences mean that two people can attempt to communicate and yet receive completely different messages. For example, an American expatriate may speak to a Japanese businessman in the hope of developing a working relationship. The American may talk about business, while the Japanese businessman makes idle conversation. The American may see this as the Japanese avoiding the conversation, while not realizing that the Japanese businessman is trying to develop a relationship. The end result can be failure and frustration."
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International Marketing, 2004.
This paper discusses the challenges that are faced by international marketing managers and the need for cultural sensitivity.
1,356 words (approx. 5.4 pages), 5 sources, MLA, $ 47.95
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Abstract
This paper examines the challenges that are faced by international marketing managers and the need for cultural sensitivity. The paper explains about targeting specific markets, a marketing mix and globalization.
From the Paper
"International Marketing Challenges. The international marketing function will face a number of new and dynamic challenges in the 21st century One of the defining qualities of a 21st century international marketing manager is that he or she must be sensitive to cultural differences in each market the company they represents sells into in order to be successful. An effective marketing manager will understand different tastes and lifestyles as well as different cultural norms and will incorporate all of this information into the marketing program."
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Stock Market And The Bond Market, 2002.
Compares and contrasts both markets in the U.S. from the investor's perspective.
1,350 words (approx. 5.4 pages), 6 sources, $ 47.95
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Abstract
Compares and contrasts both markets in the U.S. from the investor perspective. Advantages and disadvantages of each class of securities. Dow Jones Industrial Average as a measurement. Volatility of the markets, and risks for the investor. How the two investment vehicles differ. Three factors that determine price of a bond. Four Exhibits.
From the Paper
"COMPARING AND CONTRASTING THE STOCK MARKET AND THE BOND MARKET IN THE UNITED STATES
This research compares and contrasts the stock market and the bond market in the United States from the perspective of the investor. The assessment discusses advantages and disadvantages of each class of securities.
There are several barometers used to describe stock market activity in the United States. The most widely known of these barometers is the Dow Jones Industrial Average of 30 stocks. There are other Dow Jones index averages, utilities and transportation as examples, and there are other indexes, such as such as the Standard and Poors 500, the Wilshire 5000, the NASDAQ, and others. The Dow Jones Industrial Average is easily the most recognizable stock market measure to most people."
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