Abstract This marketing research proposal focuses on the question of how small- market National Hockey League (NHL) teams can increase fan attendance. Its objectives are to determine NHL fan demographics based on different regions, understand what fans want in their NHL experience, why potential fans are not attending NHL games, and where they are spending their entertainment dollars instead. The proposal concludes that is possible for small market NHL teams to increase their fan attendance with the right mix of marketing (promotions, prices, and product) based on the data collected and how the individual teams will use it.
Table of Contents:
Opening
The National Hockey League
Sport Marketing Research Company
Research Problem
Research Objectives
Research Design
Research Timelines
Research Budget
Conclusion
From the Paper "How can small market NHL teams increase fan attendance? The research problem should recognize the most specific issue facing an organization and the level of need. Why are small market teams struggling to fill arenas even though the overall interest in the NHL has increased since the lockout? Small market teams face many problems but increasing fan attendance would provide the following benefits: an obvious increase in revenue and return on investment, added value to the franchise, increase the interest in corporate sponsorships and also cause an increase in the external aspects of the team such as team merchandise and television ratings. SMRC will travel and analyze specific data for each of the small market teams in the NHL."
Abstract Research proposal for comparative study of traditional and online marketing. Defines marketing, its activities and strategies. New marketing venues that are available due to the World Wide Web. Paper addresses two research objectives. One centers on companies engaged in B2C marketing and online marketing strategies to reach new audiences. The second explores the question of whether elements that lead to successful online marketing are different than elements associated with successful traditional marketing.
From the Paper Research Proposal An Investigation of the Strategies and Trends in Online vs Traditional Marketing Introduction and Objectives of the Study Marketing encompasses a broad array of activities and strategies that deal with pricing selling and distributing a p
Abstract This paper offers a proposal for a marketing plan for the Burswood Resort Casino in Perth, Western Australia. The study analyzes the positioning, finances and potential business of the complex. The paper begins by examining the current situation faced by the casino and then outlines the marketing strategy proposed.
Contents:
Abstract
Situational Analysis
Marketing Program Goals
Marketing Strategies
Action Plan
Budget
Monitoring System and Control
References
From the Paper "It is extremely important to first understand Burswood's background and current situation to be able to develop a solid marketing plan. Hence, this paper will start with a situational analysis of Burswood. This is then followed by its marketing program goals and marketing strategies respectively. The action plan will be the next step in this document. Finally, the budget and monitoring system should finish off this marketing plan."
A look at the need for integrating advertising with other promotional techniques as underlined by the changing character of the market, in which consumers buy less for necessity and value than the influence of media images they see everyday.
Abstract This paper takes a look at the fact that in today's world, advertisements are not effective enough to cover for any shortcomings of a product. Studies reflect that advertising is no longer held in high esteem by business and this paper takes a look at the reasons for and causes of this lack of faith in advertising.
Contents:
introduction
Marketing Advertising and Public Relations
Conclusion
From the Paper "In today's consumer-driven economy, people no longer buy for economic value or reason but because of the influence of images created by advertisement in media, which has become a powerful determinant on the purchasing decisions of consumers (Chen-yu, J. & Seock, Y. (2000). This perception of present-day consumer behavior confirms that in the efforts of businesses to connect with consumer, it has come to a point where the quality of advertising is more important than the quality of a product. Thus, a product may fall short of standards and is inferior to its competitors, but if the advertising done to promote the product is clever and effective, business will be good for the company involved."
Abstract This paper deals with the explanations and considerations that are needed to understand why gender effectively influences responses to advertisements. It considers stereotypical advertising, actual physiological and psychological differences between the sexes and the effect of affect and cognition on gender responses. It places emphasis on ways to market effectively to the two genders without being stereotypical and looks at how marketers must have a balanced and diverse team that will work together to avoid stereotypes in marketing campaigns and that will come up with new, creative ways to get the customer's attention and arouse interest in the product offered.
From the Paper "Another mistake marketers often make is patronizing women or attempting to take advantage of perceived weaknesses in women. For example, handgun companies are now targeting women as never before. However, they often exploit the fears that women have in today's often violent society, the feeling that women often are helpless against rapists, thieves, and murderers, and need to protect themselves and their families. Today there are more single mothers than ever, and women that are the head of their households feel it is their responsibility to protect their homes and children. Gun makers recognize this as an opportunity to raise sales and market share and have responded with products and ads specifically targeting women."
Tags: cognition, influence, marketing, physiological, psychological, sex
Abstract In this paper, the writer presents a proposal for marketing research within the soft drink industry. The writer maintains that the proposed research would involve a broad-spectrum historical study. The writer continues that this research is intended to analyse the overall dynamics of consumer beverage preferences. The writer concludes that such research is with the objective of identifying market segments most open to further growth.
From the Paper "Consumer preferences in soft drinks or in non-alcoholic beverages in general are highly subjective and personal. However these preferences are not purely random or arbitrary, but conditioned by cultural attitudes. This is as true in the domestic market as in international markets. Consumers vary not only in their beverage preferences, but in how they respond to beverage marketing. This is well known, but common assumptions about the overall structure of the market often go unexamined and ..."
Abstract The writer of this paper examines the effectiveness of e-commerce as well as online marketing. This paper cites the distinctions between selling business-to-business and business-to-consumer, as well as the measures involved in securing transactions made over the internet. This paper details the B2B method, business-to-business, which contains applications that facilitate or enhance relationships among enterprises and among two or more companies. B2B websites supply products or merchandise from one business to another. The B2C method, business-to-consumer, is a comparatively newer domain and generally associated with electronic selling over the internet. The B2C class includes electronic purchases, online information and interactive games purchased via the internet. This paper also touches on other types of e-commerce methods including pop-up advertising and email-marketing. This paper delves into security matters relating to e-commerce and online marketing, in which both consumer and businesses are vulnerable to a broad range of security issues. This paper focuses on EDI, electronic data interchange norms, which is a collection of formats employed to define electronic documents while also dealing with authentication and encryption issues, in order to provide the utmost privacy and security.
From the Paper "In case of a B2B, there are increased chances that smaller sellers have an opportunity for their products to be catalogued alongside bigger, more reputed sellers. Likewise it might be possible for a company to retail products which would have been otherwise wasted in the absence of sales-like a unutilized truck capacity in case of a shipping company. A third means business dealings might be more useful by way of taking part in a B2B is through integrating backward procurement software into the present supply chain, thus lowering interval time between getting the orders and carrying it out at the same time making sure that necessary inputs are present at the time of necessity. B2Bs can give scope for the outsourcing of non-core assignments like direct sales process, or coalition endeavors inclusive of mutual product designs."
Abstract This paper enumerates upon the concept of experience marketing and focuses on a proposed Karaoke establishment. Details regarding demographics, the 4 P's of the marketing mix, and the experience aspect of the business are highlighted.
Table of Contents
Introduction
Current Environment
Celebrity Desire
Avenues to Pursue Dreams
Karaoke Outlets
Bars
Home
Home Party
Professional Recording Studios
The Experience
Concept
Benefits
Layout/Design
Marketing Mix
Product, Place, Price, Promotion
Conclusion Concept
Marketing Conclusion
From the Paper "Do you want to be a star? Do you feel that you have an undiscovered musical talent and want to be discovered? Recent studies show the increased attention to celebrities and society's infatuation with attaining 15 minutes of fame. ?Professionals in all sectors of business are becoming increasingly aware of the value of celebrity. The old saying says, "Celebrity sells". Show-business people have always understood this reality. Now, more and more professionals and academics are recognizing the value of celebrity. In the study Marketing to a Celebrity-Obsessed Culture, the authors concluded that ?the truth about celebrity is that it has more to do with strategic marketing than with ?irrepressible talent or accident.? It seems almost anyone can become famous ? perhaps even longer than the 15 minutes that Andy Warhol once predicted everyone would have.?1"
Tags: demographics, experience, karaoke, marketing, mix, studio
Abstract This paper provides an overview of the background of the Coca-Cola Company, its' marketing strategies and positioning through product, price and promotion. The writer considers Coca-Cola's targeting and positioning a key marketing strategy for the company. Additionally, the paper explains that Coca-Cola's goal is to use the company's assets, financial strength, distribution system and strong commitment of management and employees, to become more competitive and accelerate growth. The paper concludes with recommendations for improvements in Coca-Cola's marketing.
Outline:
Introduction
The Coca-Cola Company's Background
Coca-Cola's Marketing Strategies & Evaluation - Strategy Level
Coca-Cola's Marketing Strategies & Evaluation - Tactical Level
Industry Analysis
SWOT Analysis
Recommendations for Improvements in Marketing Operations and Strategy
Conclusion
From the Paper "At the strategy level, Coca-Cola's marketing strategy involves a thorough examination of the company's market segmentation, targeting, and positioning. Overall, Coca-Cola boasts impressive statistics, including 50,000 employees; a total debt of only $7,003.0 million; cash balance of $6,707.0 million; and revenues for 2004 of $22,150.0 million, which has steadily increased since 2001 (Reuters at http://www.investor.reuters.com/business/). Currently, the United States is the company's largest market. However, only 20% of Coca-Cola's operating income comes from the United States, where the company sells over 3 billion unit cases a year to capture 41% of the entire United States soft drink market (Research Reports at http://www.ascensio.com/Reports/CokeClassicCC.aspx). This is an example of the strength of Coca-Cola's market segmentation, because essentially half of the United States soft drink market belongs to Coca-Cola. Even in a developed market such as the United States case sales have grown at 3% per year over the past five years."
Abstract This document discusses the elements of the marketing mix in any given organization, concentrating on the four primary components thereof: product, price, place, and promotion. These concepts and strategies, as they relate to the marketing strategy and plan of an organization, are then examined in relation to an actual company; in this case, Toyota. Further, the writer looks at its gas efficient brands such as the Prius.
From the Paper "An organization that sells products, services or a combination thereof is very dependent on its sales and marketing strategy. By extension, the sales and marketing strategy is reliant on solid market research and experience with marketing approaches made relevant to specific markets. There are myriad approaches to developing a marketing plan but some solid assumptions regarding its structure can be based on being familiar with the following: (1) highlighting key sampling issues specifically associated with international research; (2) considering the relationship between sampling and internal and external validity; (3) examining the way in which research objectives impact upon sampling (and, through sampling, on validity)."
Abstract This paper examines the best marketing strategy for a large company like McDonald's, as well as the weaknesses in trying to appeal to too many consumers at once. The success of McDonald's in relation to its franchise system is also discussed.
From the Paper "Although of course we all know that there are places in the world that do not yet have a McDonald's franchise and people who have never tasted a BigMac, it remains true that the company is one of the most influential in the world. This is true for a number ..."
Abstract The paper proposes a market research study to discover how advertising affects or impacts, if at all, consumer purchase motive. The paper predicts that the consumer study groups' individual purchasing motive will correlate with the advertisements tho which they are subjected. The paper notes the general premise that advertisers continue to spend millions of dollars a year on advertisements and concludes with the belief that this study will demonstrate how advertising greatly affects consumer purchase motive.
Outline:
Introduction
Abstract of Study
Hypothesis
Conclusion
From the Paper "The amount of money spent on advertising consumer products is rising every year. (Graydon, 2003 p. 156). At its most fundamental definition, advertising is paid and is sometimes free communication through a medium in which the sponsor is identified and the message is controlled. The methods used for advertisements are diverse, including publicity, public relations, product placements, sponsorships, underwriting and sales promotion. Further, every medium imaginable is used to send the advertiser's message to the consumer, including television, radio, movies, magazines, newspapers, Internet and billboards. (Young, 2005 p. 76)."
Analyzes Dove's unique and very successful marketing strategy, Campaign for Real Beauty, which took an old idea and presented it in a new and different way.
Abstract This paper explains that, because consumers are bombarded each day by thousands of messages, the challenge for advertisers is not only to get their advertisements noticed but also to have consumers remember them. The author points out that, through global market research, Dove was able to identify an emotional issue amongst its target market that, surprisingly, was very consistent both globally and culturally. The paper discusses the way that Dove's Campaign for Real Beauty used an eye-catching and discussion provoking message plus promoted the sharing of ideas among consumers with similar interests. The author stresses that this interactive meeting of real people and the subsequent exchanging of ideas, experiences and support is what made the campaign a true marketing success. The paper includes many color illustration and charts.
Table of Contents:
Executive Summary
Introduction
Integrated Marketing Communications Plan
Objective
Strategy
Target
Proposed Elements
Advertising Website
Public Relations
Integration of Campaign Elements
Success in Meeting Objectives
Recommendations
Appendix 1: Dove History
Appendix 2: Promotional Mix
Appendix 3: Dove Websites
Appendix 4: Competitor Websites
From the Paper "Since the inception of the campaign in 2004, Dove has seen double digit growth in a category that typically grows at 2-3% per year . The campaign for real beauty has won countless awards and the campaign website has received more than 2.5 million visitors . The brand has significantly increased its emotional appeal amongst its target market with associations such as "confident", "fun" and "energetic". The high-risk bet that Unilever made paid off; Dove was able to increase market share, create an exceptional marketing campaign, and all while preserving the practical strengths of the brand."
Tags: clutter, emotional bonds, global market research, self-esteem building, integration
Abstract This paper takes a look at a company that has just developed a new product for which advertising has begun. The company desires to test the effectiveness of this advertising on the public. This paper discusses marketing research and related issues and problems.
Outline:
Problem Statement
Literature Review
Objectives
Research Procedure - Methodology
Research Design
Instrumentation and Data Collection
Data Analysis
Time Schedule
Resources Needed
From the Paper "In the work entitled: "Advertising Tracking" Jerry W. Thomas states that: The promise of media advertising is great. It's an opportunity for a brand to tell its story directly to the ultimate consumer. It's an opportunity to build awareness and project a powerful brand image. It's an opportunity to create and build brand equity. It's an opportunity to bypass the trade, an opportunity to circumvent competitors. In actual practice however, the promise of media advertising is seldom realize." (1995) Media advertising's potential is seldom realized because "few companies do basic strategy research to develop a creative blueprint to guide the development of their advertising. Second few companies pretest their advertising creative to make sure it has a change to work. Third, even fewer companies track their advertising once it's 'on air' to measure the effects of the advertising over time."(Thomas, 1995) "
Abstract This paper examines how Guinness enjoys a kind of monopoly in the 'stout beer' segment in the U.K. market and how it stands at the 5th position in the overall beer sales. It proposes relationship, direct and database marketing for the U.K. including market analysis, customer analysis, communications plan and budgeting.
Outline
Introduction
Situational Analysis
Customer Analysis
SWOT Analysis
Objectives
Segmentation
Targeting
Positioning and Creative Strategy
Database Strategy
Communications Plan
Communication Objectives
Relationship & Direct Marketing Advertising Sponsorships
Time Plan
Budgeting
Conclusion
References
Appendix
From the Paper "Guinness has a distinct positioning due to its product characteristics such as dark color; creamy head and the unique two-step pour process. It is seen as a premium beer and is positioned in the specific 'stout' category with to be drunk only on certain occasions. A major change in the positioning is not required, however we suggest a minor drift towards the wider beer category, which can be had on a regular basis. And also its association with occasions such as the St. Patrick's Day, Sports matches, Christmas etc. should be maintained which the company can capitalize."
