Business Marketing: Reading CritiqueAnswering 1BFor Re-Institutionalizing the Marketing Discipline in Era VThe new question that could be raised for this article is whether the marketing disciplines major predicaments could still be followed like a hard and fast rule for the new generations, especially in the current era, i.e., Generation Z? Since Generation Z is the one that is still evolving and whose preferences are still being explored by the marketers, they are new for the marketing researchers as they research on their own defined rules. Social media has become a resourceful tool for them to look for comments, feedback, word-of-mouth marketing, and reviews from social media influence to make up their minds about the products and services they are about to purchase. Their final decisions are mostly based on previous comments, feedback, and criticisms, which certainly need to be explored in the current marketing discipline.Age and generation gap are two…...
mlaReferences
Babu, M.S.H. (2014). A study on consumer’ psychology on marketing tools. Philosophy and Progress, LV-LVI, 126-164.
Dwivedi, Y.K., Ismagilova, E., Hughes, D.L., Carlson, J., Filiieri, R., Jacobson, J., Jain, V., Karjaluoto, H., Kefi, H., Krishen, A.S., Kumar, V., Rahman, M.M., Raman, R., Rauschnabel, P.A., Rowley, J., Salo, J., Tran, G.A. & Wang, Y. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59. https://doi.org/10.1016/j.ijinfomgt.2020.102168
El-Ansary, A., Shaw, E.H. & Kazer, W. (2017). Marketing’s identity crisis: Insights from the history of marketing thought. AMS Review, 8(4). https://doi.org/10.1007/s13162-017-0102-y
In the world of marketing, two specific environments exist: business-to-business (B2B) and business-to-consumer (B2C). What are the two primary differences in these environments? Give an example of a company engaged in each environment and describe the primary product being marketed in each. What is the environment of the marketing simulation in which you are participating?The primary differences between business to business and business to consumer is the overall target market that marketers are attempting to attract. In certain instances, a consumer has very different characteristics as compared to a business. Consumers for example have a different financial profile that most businesses. They also have different use cases as compared to businesses. As a result, the overall value proposition for marketers will be different for consumers and businesses. For example, Dell computers tends to sell its products to both consumers and businesses. In the case of businesses, Dell tends to emphasize…...
mlaReferences
1. Dwyer, F. R., Schurr, P. H., & Oh, S. (1987). Developing Buyer-Seller Relationships. Journal of Marketing, 51(2), 11–27. https://doi.org/10.2307/1251126
In the case of industrial products, as is the example with AANX, the contract between the purchaser and the seller will need to include elements such as the seller's capacity to deliver a certain amount of the supplied parts over a period of time, as well as quality limits for these.
The case of AANX had an additional requirement, because of the restricted access to the e-marketplace and many other industries most likely practice this approach as well, so as to protect data and information: the need for privacy. This was provided by the fact that the e-market was a private one, with access given only to members of the Australian automotive industry and the suppliers part of the production process.
The figure above presents the different e-marketplace situations that can occur, depending on the total number of buyers and sellers participating in the process. The marketplace model, present as a…...
mlaBibliography
1. Contemporary Developments in B2B E-Commerce. Australian Government. On the Internet at modified on April 11, 2007. Last retrieved on October 13, 2007http://archive.dcita.gov.au/2001/10/b2b_e-commerce/developments.Last
2. ITOL Case Study: Australian Automotive Network eXchange. Australian Government. On the Internet at modified on November 8, 2006. Last retrieved on October 13, 2007http://www.dcita.gov.au/communications_and_technology/publications_and_reports/2002/july/itol_case_study_australian_automotive_network_exchange.Last
3. Singh, Mohini, Thomson, Doug. eProcurement Model for B2B Exchanges: An Australian Example. 15th Bled Electronic Commerce Conference Reality: Constructing the eEconomy. June 2002. On the Internet at retrieved on October 13, 2007http://www.bledconference.org/proceedings.nsf/Proceedings/1B672FB5793BB90DC1256E9F003806F2/$File/singh.pdf.Last
4 retrieved on October 13, 2007http://www.ford.com.au/servlet/ContentServer?cid=1137384211055&pagename=Page&c=DFYPage.Last
Starbucks continues to use the music-to-emotion connection in the television spots to underscore their core messaging and differentiation.
Internet - Starbuck's Internet strategy stresses their environmentally friendly corporate policies, humanitarian efforts, and accentuates its health coverage for part-time employees. In short, the Internet strategy primarily focuses on showing global corporate responsibility, which is a critical messaging platform as the company moves into new Pacific im nations including Australia, Japan, and Korea. The global reach of the company is also exemplified in the use of maps to show where the various coffees are grown and sourced from.
Starbucks also supports their two core messages of delivering "reward" drinks on the one hand (Frappacinos) and getting a caffeine boost for a job (Double Shot) through the heavy use of graphics and downloadable computer art. For the summer promotion of "reward" drinks there is also the attempt to link music with the positioning of…...
mlaReferences
Citigroup Research (2006) - SBUX: Too Hot For Us. Citigroup Global Markets Research. May 16, 2006.
Mintel Research, 2006, A Classy Cup of Coffee, Convenience Store News
March 15, 2006. Retrieved April 28, 2006, at http://www.csnews.com/csn/foodservice/article_display.jsp?vnu_content_id=1002158065
Starbucks Profile, 2005 - Starbucks Corporation. Company Profile. June, 2005. DataMonitor Corporation. New York, NY.
usiness Marketing brand manager was quoted as saying, "You may think you define your relevant market." Comment.
rand management, as a recognized organizational objective, is attributed to Neil McElroy in 1931, who was then a junior marketing manager assigned to advertising Camay soap, and who later become Procter & Gamble's CEO. The intended purpose of brand management was to solve sales problems through the use of research to understand weakening sales in distinct markets, followed by the design and implementation of strategies to turn around these markets. Strategies used many marketing tools including advertising, pricing, promotion, packaging and displays (Aaker & Joachimsthaler, 2000). This desired objective of brand management has remained the primary role of brand managers since McElroy explicitly stated his intent in 1931. However organizations in general, and brand managers in particular, need to be aware that forces other than the strategies of brand managers will affect brands, including…...
mlaBibliography
Aaker, David and Erich Joachimsthaler. Brand Leadership. Brandweek. Feb. 21, 2000; 41, 8; pages 30-38.
Barton, Doug.
Customer Vs. Brand Management. Brandweek. Nov. 2, 1998; 39, 41; pages 32-33.
Beckman, M. Dale, David Kurtz and Louis Boone. Foundations of Marketing. Toronto; Harcourt Brace & Company Canada, Ltd.; 1997.
Confidence in Hong Kong's legal system is a direct result of its links with the rest of the world. if, in our haste to use Chinese, we change the standard and the meaning of the law, and non-Chinese speakers get pushed out of practice, then we risk losing those links.' The traditional Chinese structure has focused on mediation for civil and commercial cases, with lawyers widely viewed as troublemakers, and on executive punishment for criminal cases; there has been no history of justice through an adversarial process. As the Asian Wall Street Journal warned, "A drift into linguistic balkanization -- part English and part Cantonese, plus jargon grafted from the Chinese mainland -- could unmoor Hong Kong from the international business community." (Callick, 1998, p. 84)
Part of doing business with a foreign county is seeing how they see you. It was essential to impress upon the American companies with which…...
mlaReferences
http://www.questia.com/PM.qst?a=o&d=5000426944
Austin, Michael. "Saul and the social contract: constructions of 1 Samuel 8-11 in Cowley's 'Davideis' and Defoe's 'Jure Divino.'." Papers on Language & Literature 32.4 (1996): 410+.
Hong Kong Telecom
It would make mush more sense to establish a uniform approach to business throughout the organization and to provide centralized training programs (obbins & Judge, 2009) to ensure that all of the House Handy outlets operate the same way and that new hires learn the way the organization does business instead of absorbing whatever they observe in each location.
Assume you are the House Handy VP of Sales. How do you determine if you are getting a return on the money you invest in training the sales force? What specific items would you measure to make that determination?
The most direct way of measuring the return on investment of employee training programs would be simply to compare the performance output of the new members of the House Handy sales force before and after implementation of the new training program (George & Jones, 2008). In this case, the fact that there is…...
mlaReferences
George, J. And Jones, G. (2008). Understanding and Managing Organizational Behavior.
Upper Saddle River, NJ: Prentice Hall.
Robbins, S.P. And Judge, T.A. (2009). Organizational Behavior. Upper Saddle River,
NJ: Prentice Hall.
If they fail to anticipate a high sales year, they will not be able to provide good customer service by having the product that the consumer needs, when they need it. They may lose even further sales using this tactic. If they forecast sales too high, they will run into higher production costs, and may risk losing money. Production requires capital and if companies do not realize a return on their investment then they may run the risk of losing production money spent. Decisions regarding production levels are one of the most important decisions that a company can make if they wish to remain solvent into the future.
The tax rebates and the economic stimulus plan, mentioned in the market report may be a factor for some consumers in the buying decision. However, in order to make an accurate forecast, one must look at the other variables that surround the…...
mlaReferences
Labia, P. (2008) CNBC - Driving into the New York Auto Show. Behind the Wheel. CNBC. Retrieved March 26, 2008 at http://video.msn.com/?mkt=en-us&fg=rss&vid=269d9ac2-2433-4c6e-ac13-de63fd17db65&from=34
Vlasic, B. (2008) Dismal Year Is Forecast for Car Sales. March 20, 2008. New York Times. Business. Retrieved March 26, 2008 at http://www.nytimes.com/2008/03/20/business/20auto.html?_r=1&oref=slogin
In terms of accentuating and strengthening the role of customers in service delivery, Southwest Airlines could also do the following. They could feature an advertising campaign of having the hardest working customers in business by featuring their frequent flyers (many of which are small business owners and would love the exposure) in television and print advertisements, talking about how the customer has made Southwest a part of their approach to doing business. Many small business owners are also the type of consumers who like to see themselves as part of the service delivery process due to their tendency to have high degrees of autonomy. ewarding them with free P would make the customer participation motivation even stronger on the part of Southwest's unique customer base. By taking this approach, Southwest would truly partner with these "customer employees" as well, being reciprocal to the growth of their businesses.
eferences
Bitner, M.L., Faranda, W.,…...
mlaReferences
Bitner, M.L., Faranda, W., Hubbert, a., & Zeithaml, V. (1997). Customer contributions and roles in service delivery. International Journal of Service Industry Management, 8(3), 193-205. Retrieved April 1, 2008, from ABI/INFORM Global database. (Document ID: 115926444).
Chowdhary, N., & Prakash, M (2007). Prioritizing service quality dimensions. Managing Service Quality, 17(5), 493-509. Retrieved March 31, 2008, from ABI/INFORM Global database. (Document ID: 1332933181
Dabholkar, P.A. (1996), "Consumer evaluations of new technology-based self-service options: an investigation of alternative models of service quality," International Journal of Research in Marketing, Vol. 13 No. 1, pp. 29-51.
Business Marketing Ethics:
Snuff Out Joe Camel
Business Marketing Ethics: Snuff out Joe Camel
Reynolds is acting in an unethical and socially irresponsible manner
R.J. Reynolds' use of Joe Camel smacks of "target marketing" toward children. The use of a "cool" cartoon figure surrounded by admiring friends and an attractive girlfriend seems tailor-made for enticing children, who are drawn to cartoon figures and crave acceptance and "coolness" at least as much as adults crave acceptance and "coolness." The targeting of children for an "adults-only" product is particularly reprehensible because children are a recognized vulnerable group; the vulnerability of children is the reason for so many laws treating them as "infants" who cannot decide for themselves. In the face of our society's treatment of children as a vulnerable group that must be protected, Joe Camel is an anti-social use of marketing.
Marketing to children is particularly harmful when that marketing encourages smoking. An important reason for…...
mlaFinally, assuming for argument's sake that R.J. Reynolds did not initially target children, Joe Camel apparently did create hordes of child-addicts and RJ. Reynolds knew or should have known that and reacted as an ethical company. R.J. Reynolds is a wealthy company that probably keeps careful track of who smokes its cigarettes and an ethical company would have stopped using Joe Camel after realizing that: the percentage of smokers under 18 who smoke Camels has risen from less than 1% to nearly 33% since the company began using Joe Camel; nearly one-quarter of Camel's sales are to underage smokers; kids smoke the most heavily advertised brands, and Camel has been the second most advertised brand since 1988. Rather than "pulling the plug" on Joe Camel in the face of all that information, R.J. Reynolds was apparently secretly thrilled with the child-addicts and kept using Mr. Camel quite heavily, even when attorneys' general from more than 27 states petitioned the FTC to sue the company and ban Joe Camel.
2. How my decision will affect the stakeholders of R.J. Reynolds and which stakeholders should be pleased first and second
Using the broadest definition of "stakeholder," the anti-smoking stakeholders such as children, parents, anti-smoking groups, U.S. "society" and the U.S. Healthcare system will be favorably affected by a ban on Joe Camel because the ban will stop this method of marketing an addictive "adults-only" product to a vulnerable group. Meanwhile, the pro-smoking stakeholders such as R.J. Reynolds, its employees and its stockholders, will be harmed by the ban because the ban will stop an effective marketing tool. Parents should be the first stakeholders pleased by the ban because their children are no longer targeted by Joe Camel and are less likely to smoke. Secondly, the U.S. Healthcare system should be pleased because fewer child addicts will mean fewer adult addicts, which should reduce the strain on our health system from smoking.
On both the conscious and the subconscious levels, marketing initiatives whose choice of color schemes is consistent with their products are more likely to be conducive to success than initiatives whose choice of color scheme is inconsistent with cultural associations with respect to colors (Howard 2005).
The Internet marketing environment requires greater attention to any factors that might undermine consumer receptivity or shorten their attention span, precisely because the consumer has the option of simply navigating away to a competitor's website as soon as attention wanes, regardless of the reason. Unlike the case with traditional advertising media, there is no second chance to recapture the consumer's attention with compelling copy or subsequent imagery after an initial lapse in interest.
Conclusion:
Color has always been a significant component of visual advertising, ever since its inception in still photographs and sketches. Partly, this is attributable to the association between gender and color, but in…...
mlaReferences
Belch, G, Belch, M. (1998) Advertising and Promotion: An Integrated
Marketing Communications Perspective. New York: Irwin/McGraw-Hill
Howard, M. (2005) We Know What You Want: How They Change Your Mind. New York: The Disinformation Company
Ogilvy, D. (1989) Ogilvy on Advertising New York: Vintage Books
The graphics, text, and color of DontDateCreeps.com will strive for a neutral overall site look and feel conducive to a wide spectrum of appeal, because it is anticipated that users will represent wide variation in age and interests, in addition to both genders and alternate sexual preferences. This is a standard practice within all advertising media (Belch & Belch 1998) that is equally applicable to online formats. One mechanism under development includes prompts for users to provide basic information about themselves such as age, geographic location, and general interests.
This purpose of this feature is two-fold: (1) it is intended to augment the primary search functions by triggering additional searches associated with websites and databases particularly relevant to the descriptive information entered by the user; and (2) it will be used to coordinate page presentations most consistent with the user's age, location, and interests. For example, a user who enters…...
mlaReferences
Belch, G, Belch, M. (1998) Advertising and Promotion: An Integrated
Marketing Communications Perspective. New York: Irwin/McGraw-Hill
Halbert, T., Ingulli, E. (2000) Law & Ethics in the Business Environment 3rd Edition. Cincinatti, OH: West Legal Studies.
Small-Business Marketing Strategy
Small business
Derrick Fine Foods were established in 2001 by Derrick John with the San Francisco store being the first, followed by New York branch and the Tennessee. DFF deals in various consumables hence has the bakery department, meats department, produce section, cheese and dairy section as well as wine section. This gives it a wide coverage in terms of the edibles that may be needed on a daily basis by the clients that visit their stores.
There are various reasons that informed the location of the three branches at the regions they are at. San Francisco was identified and preferred for the first store after a thorough needs assessment that was carried out by Derrick hence indicating that a gourmet store was needed in the region. The most important factor was the population of San Francisco which was 60,000 on average at the time and was growing steadily at…...
mlaReferences
Federal Business Opportunities, (2012). Home. Retrieved September 17, 2012 from https://www.fbo.gov/
Federal Register, (2012). Today's Issue of the Federal Register. Retrieved September 17, 2012 from http://www.gpo.gov/fdsys/browse/collection.action?collectionCode=FR&browsePath=2012&isCollapsed=true&leafLevelBrowse=false&ycord=0
US Small Business Administration, (2012). SBA Direct: Find What Matters to You. Retrieved September 17, 2012 from http://www.sba.gov/
Federal Procurement Data System, (2012). Federal Procurement Report. Retrieved September 17, 2012 from https://www.fpds.gov/fpdsng_cms/index.php/reports
Small Business Strategy
Small Business Marketing Strategy
A television commercials business
The small business will be termed as a television commercials business. The business involves marketing of products and services that include television gadgets, programs, hardware, software, and services related with television services. The small business will start operations as a small entrepreneur that accommodates and sells small and support gadgets that are related to television services in town. The objective of the business is to be a global force in provision and sell of television brands in the years to come. The business thrives in the motive of becoming one of suppliers and repairers of television materials in the region. The business has been established on the notion that there are many services and materials that can be provided to people with opportunities being utilized. As part of the objectives of business, services offered will have to meet the tastes and preferences…...
mlaReferences
Cronin-Gilmore, J. (2010). Small business marketing strategy: Exploring marketing strategies for small businesses in the United States. Saarbru-cken: VDM Verlag Dr.
Mu-ller.
Debelak, D. (2000). Streetwise marketing plan: Winning strategies for every small business.
Holbrook, Mass: Adams Media.
Corporate Business Marketing Structure
Analysis of the Sony Corporation's Market Structure
Sony Corporation is a leader in consumer and professional electronics around the world. It is a company founded in Japan in 1946 with headquarters in Tokyo, Japan. Sony produces a variety of products such as cameras, headphones, speakers, and more. Sony Corporation also generates a great deal of income in the entertainment industry, distributing media such and film and television. It is a brand recognized for quality worldwide. This is a company that makes business partnerships that are prudent and profitable. Japanese cultural and economic histories influence and contribute to Sony's market structure and general success.
Sony is heavily involved with audio recording and engineering technologies. It is possible to construct and supply and high caliber, professional recording studio using only Sony products. This corporation has an outstanding reputation for its cameras. Sony produces numerous consumer cameras, lenses, and assorted film accoutrement.…...
mlaReference:
Barrett, Jimmy, Mike Bridges, Steve Day, Matt Klingman, & Chris Mattie. Sony Inc. [Webpage] 2011, [cited 2011]. Available from http://www.boydassociates.net ,
Writing an essay on business marketing requires following a proper format and structure to ensure clarity and coherence. Here is a step-by-step guide on how to write a well-organized essay on business marketing:
1. Introduction:
- Start your essay with an engaging introduction that provides background information on the topic of business marketing.
- Clearly state your thesis statement, which outlines the main argument or point of view you will be discussing in your essay.
2. Body Paragraphs:
- The body of your essay should consist of several paragraphs that expand on the main points supporting your thesis statement.
- Each paragraph should focus on a....
Introduction
In the dynamic and competitive business landscape, effective marketing strategies are paramount to driving growth and achieving organizational success. As such, marketing essays play a critical role in disseminating knowledge, analyzing trends, and evaluating various marketing approaches. This essay provides a comprehensive guide on writing a compelling business marketing essay that effectively communicates your insights and persuades your audience.
Choosing a Topic
The first step in writing a marketing essay is selecting an appropriate topic. Consider the following factors:
Relevance: Choose a topic that is relevant to the marketing field and aligns with your area of expertise.
Originality: Aim for a topic....
1. Are you tired of your competitors stealing your customers?
2. Discover the secret to increasing your sales by 200% in just 30 days.
3. Find out why Fortune 500 companies swear by this marketing strategy.
4. Want to dominate your industry? Learn how with our proven techniques.
5. Say goodbye to mediocre results and hello to success with our innovative approach.
Sources
1. A Statistical Hook: "Did you know that companies that implement effective essay hooks in their business marketing strategies experience an average of 25% increase in lead generation?"
2. An Anecdotal Hook: "In 2019, a small business owner named Sarah used a captivating essay hook in her email campaign, resulting in a 30% surge in website traffic."
3. A Question Hook: "Are you tired of crafting boring and ineffective marketing materials? Discover how powerful essay hooks can transform your business marketing strategies."
4. A Provocative Hook: "Attention all marketers: The secret to capturing your audience's attention lies in the art of crafting powerful....
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