A clean pet is usually a healthy and happy pet, and for a competitive rate, customers will be able to avail themselves of all of the traditional aspects of a dog grooming salon. One of the challenges of the Applied Research Project will be determining what other type of grooming services customers would like to access at the day care facility. For example, there are canine salons that offer upscale services like massages, conditioning treatments, and even cosmetic services like hair coloring. Market research will be essential in determining whether or not there is a serious marketplace for such services, and whether that market overlaps with the canine day care market or whether they are actually two different markets with two different customer bases.
In fact, a substantial amount of market research will be necessary to establish what services will be offered, the frequency of those services, and the price…...

Oreo has evidently already featured in the dessert segments of the show, but not as a primary product -- and an ingredient like cream cheese, Philadelphia brand cream cheese can play a more prominent featured role than a packaged cookie.
Also, as many viewers likely have strong preferences regarding cheesecake flavors and recipes, an interactive web component could be added to the challenge, as viewers could post their own recipes for cheesecake, using Philadelphia brand cream cheese, and the company could give a prize to the best recipe for 'amateur' cheesecake. The choice of Top Chef as a venue would be ideal because it would give Philadelphia a much needed image boost amongst the younger consumers who watch cable, and also raise its 'hipness' component as innovative young culinary minds infused the traditional cheesecake recipe with everything from cutting-edge liqueurs to flavors from the Near East and Latin America. However,…...

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Works Cited

Oreo Lemon Pie." Top Chef. Bravo TV. 2007. 19 Aug 2007.  http://www.bravotv.com/Top_Chef_2/recipes/episode_10/index.shtml 

Sea Urchin & Meyer Lemon Gelee with Fennel Cream, Caviar & Kalamata Oil." Top

Chef. Bravo TV. 2007. 19 Aug 2007.  http://www.bravotv.com/Top_Chef_2/recipes/episode_13/elim/marcel1.shtml

marketing proposal a shampoo. I project teammates working TV campaign, print campaign social media campaign. My part project: Calendar, including launch date, specific key dates campaign, wrap-.
Calendar: Marketing proposal for a new shampoo

January (30 days pre-launch): January, the first month of the year, is a month of transformation for many people. Starting an advertising campaign stressing the need to 'take the step to create a new you' by beginning television advertisements at this juncture would be ideal. Also, giving out free samples and coupons at health clubs and fitness studios would link the branding of the product to something new and exciting. A small, regional launch of the product in select cities, and in targeted markets (such as spas, health clubs, gyms, and beauty salons that cater to the primary customer demographic) can help generate buzz. Users can be asked to fill out product information cards, so the company…...

Another disadvantage of a media relations campaign is that the link between the marketing message and the purchase decision is often distant. The message relies on planting the seed that may evolve into a purchase decision rather than other methods that might rely more on direct selling. The direct selling role, however, is more for individual hotels and conference centers -- the role of the Convention and Visitor's Bureau is more loosely promotional.
Another disadvantage of a media relations program is that the CVB does not directly target the decision-makers. Part of the issue is that the decision-makers are hard to reach. Not only may they be in other countries, but there could be multiple decision-makers within any given firm. ithout knowing who the decision makers are, it may be difficult to fully understand the key decision drivers. There is no good way to evaluate the success of the media…...

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Works Cited:

Conventions.net. (2011). City of Zurich. Conventions.net. Retrieved October 16, 2011 from  http://www.conventions.net/destination_information/switzerland-s195/zurich-c452.asp 

Cowan, M. (2009). Zurich tops Copenhagen as most livable city: Index. Reuters. Retrieved October 16, 2011 from  http://www.reuters.com/article/2009/06/24/us-cities-zurich-idUSTRE55N0CS20090624 

Del Monte, S. (2010). Media relations vs. public relations -- what's the difference? Tang Marketing and Communications. Retrieved October 16, 2011 from http://www.tangmac.com/2010/12/media-relations-vs.-public-relations-whats-the-difference/

Dragoon, A. (2004). The secret weapon: Internal marketing. CIO Magazine. Retrieved October 16, 2011 from  http://www.cio.com/article/32257/Marketing_The_Secret_Weapon_Internal_Marketing

In addition, ome's issue is not name recognition, but rather positioning. Public relations is more effective at shifting the positioning of the ome brand than attending trade shows.
The primary advantage of a P campaign and the related media relations is that the message reaches the target market. The media are beneficiaries of the campaign, so will be willing partners. This allows the message to be spread. Public relations is also highly effective in changing perceptions and the nature of the dialogue. If the campaign goes well, companies will see doing a European product launch in ome as the norm, and Italian companies in particular will see the benefit of launching in ome. Another advantage of a public relations campaign is that it is a relatively low cost means of disseminating the message. With the media doing the bulk of the work, supported mainly by online marketing and perhaps an…...

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References:

CIA World Factbook. (2011). Italy. Central Intelligence Agency. Retrieved October 16, 2011 from  https://www.cia.gov/library/publications/the-world-factbook/geos/it.html 

ICCA. (2011). FAQs. International Congress and Convention Association. Retrieved October 16, 2011 from  http://www.iccaworld.com/aeps/aeitem.cfm?aeid=29 

Krg, P. (2011). How the 5 components of a social media campaign mirror public relations. Prof KRG. Retrieved October 16, 2011 from  http://www.profkrg.com/how-the-5-components-of-a-social-media-campaign-mirror-public-relations 

Miller, D. & Dinan, W. (2008). A century of spin: How public relations became the cutting edge of corporate power. London: Pluto Press.

Business Marketing Proposal for Gatorade's Expansion Into International Markets
Please see the attachment, which contains my analysis and marketing recommendations on Gatorade's Strategy for International Markets. The analysis and recommendations have been developed based on recent market trends. I am strongly convinced that given Gatorade's undisputed success in the U.S. sports drink market; there is a strong case to invest in expanding its consumer franchise in international markets. Such expansion will allow Gatorade to build on its already existing status as the world leader in sports drink, reduce dependence on the U.S. market and lead to strong revenue and profitability increases.

Introduction: Gatorade's sales, which was acquired by Quaker Oats in 1983, has grown from $100 million in 1984 to over $2 billion worldwide in 2001. The brand commands 85% share of the sports drink category in the U.S.,1 contributing 33% of total sales and growing at an annual double-digit rate, outpacing…...

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Recommendations: There are five key recommendations for Gatorade's global marketing strategy:

Consolidation and Expansion: Looking at Gatorade's rapid expansion globally between 1994-96, it appears that it just may have been a case of 'spreading resources too thin,' lacking integration and synergy.12 Therefore, it is recommended that one key country per region is selected to test out the planned model prior to rolling out across the region. For example, concentrating on China, the biggest market in Asia and potentially in the world (see Table 5) will ease the way into other important Asian markets such as Indonesia and the Philippines. Similarly, prioritizing resources and energy into the two biggest Latin American markets of Brazil and Mexico and selected top cities (see Table 6), will lead to consolidation of Brand Gatorade among 52% of the Latin American population. This will also help in growing/maintaining Gatorade's current leadership position and in facing strong local competition such as Parmalat in Venezuela and Postobon/Coljugos in Columbia.13

Distribution: In markets that are characterized by strong trends of retailer consolidation such as the U.S., Europe and Latin America, it is vital that Quaker/Gatorade build strong relationships with large retail networks and team up with them to drive further growth. This is especially true for Gatorade's weaker markets in Europe where Carrefour and Promodes, huge in their own right,

Business Plan
January of 2003 will mark the launch of a company called Personal Touch that will specialize in producing handmade soaps. Personal Touch will begin as a private company backed by several large investors who have experience in marketing and creating toiletries for an upscale market. These investors will serve in a role similar to a board of advisors. They will make recommendations on high-level decisions and strategies, but they will not be involved in any day-to-day activities unless their help is asked for or they see something that calls for a drastic change. Personal Touch plans to stay private for the immediate future, as it is marketing a product that will probably be part of a small niche, and will not see the need for the large amounts of capital brought in by a public offering.

As far as the daily operations of Personal Touch goes, the company will be…...

Essay Topic Examples 1. Targeting the Right Audience: Strategies for a Successful Gym Launch:
    This essay will explore how identifying and understanding the target demographic is essential for crafting a successful marketing proposal for a fitness center gym. It will delve into methods of demographic analysis, the creation of customer personas, and how to tailor marketing messages to resonate with the intended audience.

2. Leveraging Digital Marketing Tools for Fitness Center romotion:
    This essay will discuss the effectiveness of digital marketing tools such as social media, SEO, and content marketing in building awareness for a new fitness center gym. It will include strategies for creating compelling online campaigns that engage potential members and convert them into loyal customers.

3. Creating a Buzz: Event Marketing and Local artnerships:
    The focus of this essay will be on the role of event marketing and creating strategic local partnerships in launching a fitness center gym. It will…...

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Primary Sources

Tharrett, Stephen, and James A. Peterson. \"Developing a Winning Marketing Plan for a New Fitness Club.\" IDEA Health & Fitness Association, 2006.

International Health, Racquet & Sportsclub Association (IHRSA). \"The IHRSA Guide to Opening a Health Club.\" IHRSA, 2017.

Gallarza, Martina González, et al. \"Value dimensions, perceived value, satisfaction and loyalty: an investigation of university students’ travel behaviour.\" Tourism Management 32.3 (2011): 437-452.

Hanssens, Dominique M., and Leonard J. Parsons. \"Econometric and Time-Series Market Response Models.\" In Handbook of Marketing Research, edited by Rajiv Grover and Marco Vriens, 881-931. Thousand Oaks, CA: SAGE Publications, 2006.

Fullerton, Ronald A. \"The Service Quality-Loyalty Relationship in Retail Services: Does Commitment Matter?\" Journal of Retailing and Consumer Services 9.2 (2002): 97-105.

Direct mailers will first go to the 535 green businesses on a monthly basis and will be expanded from this number as needed to continue to provide the average 15 event total to meet the strategic goals.
Type: All types of businesses, with 10 or more employees will be targeted as potential customers to this service with the first emphasis being on businesses who have strategic planning around green/sustainable business practices.

Value Drivers: Intentions of practicing sustainable standards in business, seeking mid range catering for meetings and events, seeking alternative to cheaper/less healthy alternative catering offerings, seeking to try something new with a greater level of service and sustainable business practices, a desire to support other local businesses with a similar goal, a desire to improve business climate with only limited resources, a desire to offer vegetarian fare to those who choose it, a desire to offer healthier alternatives to employees…...

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References

Arthur, D. (2001). The Employee Recruitment and Retention Handbook. New York: AMACOM.

Furniss, C. (2006, October). How Green Is Your Business. Geographical, 78, 45+.

Halweil, B. (2003, May/June). The Argument for Local Food: At an Unimposing Diner in Vermont, a Revolution Is Taking Place. World Watch, 16, 20.

Henderson, E. (1998, July/August). Rebuilding Local Food Systems from the Grassroots Up. Monthly Review, 50, 112.

This he can do by engaging in extensive advertising, public relations, sales promotion, personal selling, internet marketing, and sponsorship. Depending on the resources available, the client can use any form of mass media that is within his means. He can also go for the services of public relation companies to obtain favorable publicity within the media. The client can also make use of money off coupons or special offers to increase sales volumes in short-term. Internet marketing techniques like social media and videos on demand can also come in handy (Chaffey, 2007). Message strategy should be well thought out. The message should reinforce the benefit of that product (Schultz & Dev, 2005).
2.1.4 Place Strategy

This stands for ways by which goods are transported from the client to the end users. The client has to ensure that goods reach the market when they are still in good condition failure to which…...

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References

Beamish, K., & Ashford, R. (2007). Marketing planning 2007-2008. New York: Elsevier.

Chaffey, D. (2007). E-business and e-commerce management: strategy, implementation and Practice. New York: Pearson Education.

Christensen, C.M. (1997). The innovator's dilemma: when new technologies cause great firms to fail. Boston, Massachusetts: Harvard Business School Press.

Galavan, R., Murray, J., & Markides, C. (2008). Strategy, innovation, and change: challenges for management. Oxford: Oxford University Press U.S..

e. English-Mandarin) or for multiple packs (i.e. 12 language packs). There is only one competing product on the iPhone App Store and it does not have these capabilities. The product is a complement to the existing line of iTravl translators and Lingvosoft applications for other high-end multi-function mobile devices.
Because the product has a high-end position, it should be priced accordingly. The current prices for Palm OS for example range anywhere between $79 for single language packs to $199 for multiple language packs. The iPhone applications should be priced within a similar range. The current competitor Mobile Glot has their basic dictionaries priced for free, which reflects the low quality of their product relative to Ectaco's products.

The placement for this product will be the iTunes App Store. This is the sole outlet for such applications specific to the iPhone. The target market searches the app store for these products and would…...

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Works Cited:

Translation.net. (2010). Handheld devices and PDA software & utilities. Translation.net. Retrieved January 25, 2010 from  http://www.translation.net/handheld.html 

Middleton, C. (2009). Let technology do the talking: Testing mobile translators in Chinatown. The Telegraph. Retrieved January 25, 2010 from  http://www.telegraph.co.uk/travel/travelaccessories/4370561/No-longer-lost-in-translation-Testing-mobile-language-devices-in-Chinatown.html 

FedSpending.org. (2010). Contracts to Ectaco. FedSPending.org. Retrieved January 25, 2010 from  http://www.fedspending.org/fpds/fpds.php?company_name=ectaco&sortp=r&detail=0&datype=T&reptype=r&database=fpds&fiscal_year=2005&submit=GO 

White, J. (2008). Start your engines: Mobile application development. DevX.com. Retrieved January 25, 2010 from  http://www.devx.com/SpecialReports/Article/37693

A special part of the walk-through is the online shopping part, wherein the researcher will ask the participant on how he/she goes about with his/her online shopping activity.
Note on triangulation

The proposed three-method design for this exploratory study is the researcher's way of ensuring that research results are triangulated. Combining the general findings from the diary and FGDs and specific online shopping behavior from the in-depth interviews would create a more complete picture on the general landscape and specific aspects of consumers' attitudes towards and behavior on online marketing strategies for healthcare products.

eferences

Bughin, J., a. Shenkan, and M. Singer. October 2008. How poor metrics undermine digital marketing. The McKinsey Quarterly.

Elberse, a. July-August 2008. Should you invest in the long tail? Harvard Business eview.

James, W. April 2008. Exploring web language orientation in emerging markets: The case of Serbia and the Ukraine. Journal of Targeting, Measurement and Analysis for Marketing, Vol. 16,…...

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References

Bughin, J., a. Shenkan, and M. Singer. October 2008. How poor metrics undermine digital marketing. The McKinsey Quarterly.

Elberse, a. July-August 2008. Should you invest in the long tail? Harvard Business Review.

James, W. April 2008. Exploring web language orientation in emerging markets: The case of Serbia and the Ukraine. Journal of Targeting, Measurement and Analysis for Marketing, Vol. 16, No. 3.

Malhotra, N. 1996. Marketing Research: An Applied Orientation. New Jersey, Prentice Hall.

The same attitude is shown even more clearly in his ad concerning healthcare, in which the candidate himself appears on the screen and mentions first his mother's fatal battle with cancer before using it as a launching pad for a quick and to-the-point discussion of healthcare (Obama Mother, 2007). Again, though there is necessarily an emotional appeal in the ad, the tone of the ad is one of rationality and straight talk, not empty passionate rhetoric without any real reflection on policy. This is seen yet again in his ad regarding social security, in which the candidate is shown speaking to a small group of baby boomers in the same measured and rational tone (Obama Wind, 2007). The transparency of the Obama campaign, and the determination of the candidate to speak to the American public with respect and rationality, were the major differences of his campaign.
The same tone of…...

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References

Obama Campaign. (2007). "Mother." Accessed 1 March 2009.  http://www.youtube.com/watch?v=-aR3Gpsn4v4 

Obama Campaign. (2008). "Response." Accessed 1 March 2009. AD&um=1&ie=UTF-8&sa=N&tab=wv#q=obama+internet+campaign+ad&hl=en&emb=0http://video.google.com/videosearch?hl=en&client=safari&rls=en&q=obama%20internet%20

Obama Campaign. (2007) "Wind." Accessed 1 March 2009.  http://www.youtube.com/watch?v=1iAFCLo4gPs&feature=channel 

Quelch, John. (2008). "The Marketing of a President." Research & Ideas.

Marketing strategy

Overall Marketing Strategy

The group's marketing strategy is focused on raising awareness on social issues concerning today's society and taking a stance of the real world, rather than encourage costumers to buy its products.

Competition

Considering the large product diversification characterizing Benetton's portfolio, it is very difficult to define the manufacturer's main competitors, as it's difficult to define it's industry. Thus, according to Hoovers.com (Accessed January 2009), the company's top 3 competitors are: Inditex, GAP and H&M. Inditex is a Spanish based, clothing group, which is considered to be Benetton's main competitor as it designs and retails its own products. It is also a global company managing over 3,690 stores in 68 countries. GAP is an American-based company with 4,250 stores worldwide. Unlike the Italian company, GAP doesn't manufacture its products, being responsible only for the retailing part. H&M is a Swedish-based company with over 1,500 stores in 28 countries.

Marketing mix

Product

Benetton has…...

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Reference List

Annual Report - Benetton. 2008.

A www.benetton.com

Annual Report - H&M. 2007.

A www.hm.com

Economic: the economic forces affecting the marketing operations can be linked to the increasing numbers of organizations competing within the same industry, the better access to financial resources or the growing income per capita for the working population; all these forces generate new needs and as such require increased marketing efforts.

eferences

Proctor, T., 2005, Essentials of Marketing esearch, 4th Edition, Pearson Education

Wilson, ., Gilligan, C., 2004, Strategic Marketing Management: Planning, Implementation and Control, 3rd Edition, Elsevier Science and…...

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References

Proctor, T., 2005, Essentials of Marketing Research, 4th Edition, Pearson Education

Wilson, R., Gilligan, C., 2004, Strategic Marketing Management: Planning, Implementation and Control, 3rd Edition, Elsevier Science and Technology Books