Bass model
Course material - 21 pages - Marketing theories
Most Companies recognise that a continuing stream of new product developments is essential to ensure long term organisational health, but they also recognise that innovation is accompanied by high cost and risks. These risks can be controlled through a well-conceived and professionally managed...
Internet marketing - Product launch/marketing plan
Tutorials/exercises - 21 pages - Marketing theories
Our overall goal of Peacock is not only to provide beautiful and healthy make-up, but also to promote an environmentally friendly way of living. Our make-up comes from responsible suppliers and is made of pure, natural products; and our recycling program is in place to ensure that households do...
Consumer ethnocentrism and attitudes towards domestic and foreign markets
Book review - 5 pages - Marketing theories
We had asked a specialized group to read an article titled: “Consumer ethnocentrism and attitudes towards domestic and foreign markets” written by John J. Watson and Katrina Wright and summarize it later. The basis of this case study was to investigate the relationship between consumer...
Brand management - publié le 16/04/2008
Law case - 4 pages - Marketing theories
It is difficult to define a brand. Indeed, too many marketing professionals have their 'own' answer. However, the first definition that seemed to be good is that 'a brand is a name, term, sign or symbol used to identify items or services of the seller(s) and to differentiate them from...
Corporate Social Responsibility (CSR): A multi-lateral approach to the subject
Course material - 16 pages - Marketing theories
Corporate Social Responsibility (CSR) has been a highly debated topic during the last recent years in most developed and developing countries. We can today distinguish among three main general views on the role that CSR could play in shaping companies' policies. The first view on CSR, which has...
The effectiveness of guilt appeals in social marketing
Essay - 30 pages - Marketing theories
The goal of our project is to develop an affective approach to Attitudes and Persuasion. Indeed, we want to understand and explain the role emotions can play in the evolution of people's attitudes towards a topic, a product, a cause, an advertisement, or a company for instance. Of course,...
PEST analysis
Course material - 16 pages - Marketing theories
PEST stands for political, economic, social and technological features of a business environment which might influence or even threaten the company. This allows detecting all nuisance or hindrance factors to business development. The political arena has a huge influence upon the regulation of...
Polonsky M. J., Brito P. Q., Pinto J. and Higgs-Kleyn N. (2001). Consumer Ethics in the European Union: A comparison of northern and southern views - publié le 10/02/2008
Book review - 2 pages - Marketing theories
Our article for seminar three is called Consumer Ethics in the European Union: a Comparison of Northern and Southern Views. It discusses the issue of a single European market and the cultural problems that occur in this growing “integrated” market. The authors have divided the European...
Marketing management : efficiency & effectiveness
Essay - 5 pages - Marketing theories
As explained in Les Echos, Les nouveaux managers du secteur public, the traditional model of the public sector showed up its limits : it is transformed and uses practices from the private companies management, such as : the measurement of performances, strategies and schemes, consumers?...
In which ways environmental and ethical considerations influence and complicate the marketing of Total?
Case study - 7 pages - Marketing theories
Total' is the world's fourth-largest oil and gas company, with the largest capitalization in the Paris stock exchange and the Euro zone, 130.5 billion on December 31st, 2004. Total is a leading multinational energy company with 95,000 employees, and activities in more than 130 countries....
Global marketing Basis
Essay - 5 pages - Marketing theories
A company that engages in global marketing focuses its resources on global market opportunities and threats. Successful global marketers such as Nestlé, Coca-Cola and Honda use familiar marketing mix elements - the 4 PS - to create global marketing programs. Marketing, R&D, manufacturing and...
Firms motivations to create alliances
Essay - 4 pages - Marketing theories
More and more companies are recognising that to gain a competitive advantage they may have to enter into alliances with other firms. Referring to examples, identify possible motivations for entering into a strategic alliance and then critically evaluate the possible problems that may be...
Societal marketing concept - Discussion on the different ways by which organizations can become more ethical and socially responsible in their marketing activities
Essay - 6 pages - Marketing theories
Consumers have shown an increasing interest in ethical issues over the last few years. Consequently, ethics has become particularly relevant in marketing, as it represents the interface between the company and the customers. This paper discusses the different ways in which an organization can...
Ethic toward sales and marketing activities
Dissertation - 28 pages - Marketing theories
The term ethics is derived from the Greek word ?ethos' which means moral science. This discipline serves as a basic guideline to help human beings develop a behavioral pattern. It covers areas such as right and wrong, justice and virtue and so and so forth. Similar to the fragmented branches...
How to use rumours as a marketing tool?
Dissertation - 68 pages - Marketing theories
Change and Transition is everywhere. It is prevalent in our lives, our careers, our family values, and so on. Advertising also is part of a nuclear world. Advertising a new product in today's age and time is totally different from what it was nearly 10 years ago. For decades, consumers have...
What is a Marketing Audit? What are the problems involved in carrying one out? How does it differ from a financial audit? What models are used in the audit?
Essay - 13 pages - Marketing theories
In a number of ways, the market auditing process is the starting point for the strategic marketing planning process. In fact, it is through the audit that the strategist arrives at measures catering to both the environmental opportunities and the marketing capabilities. Further, the...
The principles of direct marketing
Essay - 11 pages - Marketing theories
Direct marketing (D.M) is a method of marketing. Transactions are between buyer and seller. “D.M is tailor made-marketing” because the technique is to avoid a unique strategy for all the customers or all the prospective customers. It is focused on the individual customer. The key of D.M...
Internet & direct marketing
Essay - 10 pages - Marketing theories
The direct and database marketing can be differentiated from classic marketing as it is an individual approach of the customer. As the consumer behaviours are in constant evolution, direct and database marketing help companies integrate rapidly consumer needs and attempts. This is an interactive...
Analysis of Nespresso's targets - publié le 02/11/2006
Case study - 8 pages - Marketing theories
The usefulness of marketing is well renowned and appreciated world wide. However, a large number of small companies do not wish to have a strong marketing policy owing to its excessive cost. Its mode of functioning also seems to be difficult to master. Hence some feel that the ?real marketing...
Socail marketing and self-regulation: The perfect match for a good working world and the contribution of social marketing to self regulation strength
Course material - 29 pages - Marketing theories
The concept of Self-regulation and the ability to make people self-regulate in a better way has been the subject of many studies since the last few decades (Kotler, Roberto, Lee, 2002; Andreasen, 1995). The ability to self-regulate can be important in all aspects of life. When focusing on...
Catholicism and marketing - publié le 19/07/2006
Course material - 30 pages - Marketing theories
Marketing is the process of planning and executing the pricing, promotion, and distribution of goods, ideas, and services to create exchanges that satisfy individual and organizational goals. The term 'Catholism' comes from the Greek adjective that means 'Universal'. It refers to...
Relationship marketing
Essay - 4 pages - Marketing theories
As everybody knows, marketing is a science which studies how to deal with customers and partners in order to facilitate sales of goods or services. Currently, many people, especially consultants, stress on the marketing relationship between corporations and customers. We can note that customer...
The Lead User Method: A solution to improve new product success in rapidly changing markets?
Dissertation - 77 pages - Marketing theories
Innovating is crucial for a company in order to satisfy its customers' expectations and to cope with the competition in a market which is everyday more challenging than before. However, coping with the competition doesn't mean offering products which are somehow better or cheaper than the...
The new trends of the XXIst century consumption
Market study - 7 pages - Marketing theories
Marketing has evolved into economic phases. From the beginning of the 19th century to the 1960's, marketers did not focus on the relationship processes which were expensive and difficult to manage. Transaction was the most important thing. Since the 1970's, industrial marketing and...
Commercialization of products under one brand name and occasional use of local brands
Essay - 6 pages - Marketing theories
The aim of this essay is to understand the requirements of formulating unique brand names for products and the best way to market and use the same. We will start by analyzing the reasons as to why a company should market its products under a unique global brand name and subsequently evaluate...
The influence of the age variable in the consumer behavior
Essay - 7 pages - Marketing theories
This essay is going to focus on the 'age' variable. Marketers can segment their marketing in age subcultures, or support, its members who have shared childhood and young adulthood experiences that influence their customs, rituals, and behavioural processes. People of the same generation...
Marketing: role, functions, meaning, critics, regulation
Dissertation - 21 pages - Marketing theories
This dissertation is composed of three chapters. Basically, we will be looking at the growing necessity for companies to practice the concept of marketing in order to ensure that they are competitive enough in the market. Considering the increase in the implementation of marketing practices, it...
Logos, pathos and ethos: Shifts in advertising techniques
Essay - 4 pages - Marketing theories
Advertisement appeals to our most instinctive and irrational feelings. Who would think you can actually lose 50 lbs with the Ultimate Fat Burner and resemble the astoundingly beautiful young woman who advertises it? Who would think McDonald's employees are willing to give you fries and a...
