Marketing
Summary of Two Marketing Research Papers
Consumers and Their Brands: Developing Relationship Theory in Consumer Research
The article by Fournier (1998) examined the way in which a relationship may exist between consumers and brands. The author argues that the concept of relationships have been underutilized in marketing research, with a lack of new research and most ideas focusing on the concept of loyalty; a concept which does not necessarily embody the idea of a relationship between the consumer and the brand. The aim of the research is to create framework from which the presence of a relationship may be assessed.
Fournier (1998) argues that the relationship concept is viable for assessing the way consumers perceive brands. The literature looks at the way firms have sought to humanize their brands, animating or endowing them with characteristics which may include a total anthropomorphization (such as the Pillsbury Dough boy) or creating association,...
Tribal Marketing Evidence of the Trend's Emergence Examples of the New Trend Virtual Tribes Tribal Marketing Implications for Industry Leveraging the Tribal Trend Tribal marketing is an approach that organizes target markets into various groups or tribes. These tribes can represent various different types of group associations. For example, one group could be people who work together while another group could represent all the members who communicate on various websites (Fons). Therefore there can be traditional
Branding in Service Markets Amp Aim And Objectives Themes for AMP Characteristics Composing Branding Concept Branding Evolution S-D Logic and Service Markets Branding Challenges in Service Markets Considerations for Effective Service Branding Categories and Themes Branding Theory Evolution S-D Logic and Service Markets Branding Challenges in Service Markets Considerations for Effective Service Branding Branding Concept Characteristics Characteristics Composing Branding Concept Sampling of Studies Reviewed Evolution of Branding Theory Evolution of Marketing Service-Brand-Relationship-Value Triangle Brand Identity, Position & Image Just as marketing increasingly influences most aspects of the consumer's lives, brands
Webvan Case Analysis This analysis will consider the Webvan strategy and its market position to serve as a basis for recommendations to Webvan's management team. Webvan was once the largest online grocery enterprise in the United States. However it is now considered a classic large investment failure despite the fact that the total industry volume was over one billion dollars per year while the online segment was over two hundred million
E-Commerce Marketing Plan This marketing plan has been developed for a unique business model that facilitates transactions between people who would like to buy and sell homemade art. Although the website functions much like EBay, the online auction giant, it is targeted at a far narrower niche. Given that the target market represents such a narrow niche, the marketing strategy to promote this site must be creative as well as utilize
Starbucks Coffee Marketing Plan Industry Overview Competitive Landscape Target Markets Product Price Promotion Marketing Strategy Starbucks is a global coffee powerhouse that has had a success record that nearly any company would die for. It has never undertaken much a traditional route in regards to marketing and advertising. Starbucks specialty is using word of mouth, tribal, and viral social formats to promote its products and services. It is recommended in the wake of global populist movements that Starbucks further
behaviors inherent in e-tailing (in business-to-Consumer relationships / communications). Note the communications medium in which each behavior occurs. Explain how each medium enables e-commerce. E-tailing is the business of electronic retailing or retailing over the Internet (*). There are three types of e-tailing behavior: independent, intervening variables, and dependent variables. Independent: The independent retailer will want to know two variables of the people who generally resort to e-commerce. These are: (a) personal characteristics
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