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Electronic Margeting

[Name of the Writer]

[Name of Instructor]



Electronic Marketing

Technology has taken all over the world with a storm. It has brought with itself various facilities which have made the tasks of daily routine very easy and increased the pace of each and every process. One of the highly beneficial and useful outcomes or blisses of technology is the internet. Internet has made the communication process extremely easy and speedy and has converted the whole world into a global village. Where internet has provided huge benefits to all the other areas of life, it has also greatly benefitted the field of business and management.

The decision-makers in the area of business and management have taken full advantage of the internet and are using it for the purpose of expansion and growth of their business. Marketers have been using different marketing strategies to attract their potential customers. The advertisement of products or services over the internet is known as “electronic marketing”. Internet marketing or electronic marketing has taken a new form in the current era known as “Social Media Marketing” (Ryan). This type of marketing refers to the marketing through various social media platforms like Facebook, Instagram, Twitter etc.

The internet marketers have always been looking for innovative ways to attract their audience according to their gender, social class and especially age. For example, different strategies are being used to attract Baby Boomers, a new set of ways is useful in the case of the Busters and altogether new strategies are required for the Millennials. Baby Boomers are the people born between 1946 to 1964. They are the people who do not use the internet very much and prefer face-to-face interaction before buying any product. Generation X or the Busters are the people born between 1965 to 1983. These people are the generation of pragmatic hope and are attracted to any product or service if it is offering something hopeful or useful (Hall). At the last come Millennials, who are born during the years of 1984-2002. They are the most difficult generation to sell a product as they look into each and every technicality of the product being marketed to them. But the marketers have found a way to sell products to them. This generation likes to personify each and everything and the marketers know it, so they put an aspect in every marketing campaign with which the audience can relate.

Works Cited

Hall, J. (2017). Council Post: How To Target Three Generations With Social Marketing, Not Stereotypes. [online] Forbes.com. Available at: https://www.forbes.com/sites/forbesagencycouncil/2017/02/15/how-to-target-three-generations-with-social-marketing-not-stereotypes/#1fbe5b1b27d5 [Accessed 10 Sep. 2019].

Ryan, Damian. Understanding digital marketing: marketing strategies for engaging the digital generation. Kogan Page Publishers, 2016.

Subject: Marketing and PR

Pages: 1 Words: 300

Essay Set Question # 1:

Essay Set Question # 1:

[Name of the Writer]

[Name of the Institution]

Characteristics of effective market segments:

The market is divided into different segments to satisfy consumers more efficiently. These segments are a cluster of buyers with discrete needs and characteristics that they share with target markets. Market segmentation can be carried out in different ways. There are some characteristics that must be taken into consideration while dividing the market.


Consumers belonging to a specific target market must be identifiable. For example, their size, purchasing power as well as other characteristics can be measured.


Access to the target market matters a lot for the product or the service. These must be easily reached and served.


Segments must be larger enough and profitable to serve up. The company must have the profit and economies of scale with the segmentation.


All market segments must be different from each other; internally homogeneous but externally heterogeneous. All the differences should be clear so that effective market campaigns can be made.


Market segmentation should be carried out in such a way that segments must allow the implementation of different market programs.

Four major strategies to target market segments:

Undifferentiated marketing:

It is also known as mass marketing an the entire market is dealt in the same way. Here, it is possible to target the largest audience an introduction to the product is maximized.

Differentiated marketing:

A target market is decided and each has different marketing. The company offer an exclusive settlement to different segments ADDIN ZOTERO_ITEM CSL_CITATION {"citationID":"prpOpCbE","properties":{"formattedCitation":"(Lamb, Hair, & McDaniel, 2011)","plainCitation":"(Lamb, Hair, & McDaniel, 2011)","noteIndex":0},"citationItems":[{"id":14,"uris":["http://zotero.org/users/local/wY2D8D5E/items/EQS24SH2"],"uri":["http://zotero.org/users/local/wY2D8D5E/items/EQS24SH2"],"itemData":{"id":14,"type":"book","title":"Essentials of marketing","publisher":"Cengage Learning","ISBN":"0-538-47834-9","author":[{"family":"Lamb","given":"Charles W."},{"family":"Hair","given":"Joe F."},{"family":"McDaniel","given":"Carl"}],"issued":{"date-parts":[["2011"]]}}}],"schema":"https://github.com/citation-style-language/schema/raw/master/csl-citation.json"} (Lamb, Hair, & McDaniel, 2011).

Niche marketing: It is also known as niche marketing and target only specific segments of the population. The purpose of this is to get high penetration in specific segments. It is good for small companies having fewer resources.

Micromarketing: It is also known as individual marketing and individual specifications of the consumers are cratered in this approach. It also the companies to have a narrow target market.

New Product Development Process:

The new product development process involves the taking of product or service from beginning to market. It consists of eight different stages.

Idea generation: This is the first stage that consists of brainstorming the results in the generation of new ideas.

Idea evaluation: After generating different ideas the next stage is to screen these ideas to get the best feasible idea.

Concept definition: Then at the next stage, the decision is taken about different specifications of the product such as technical feasibility as well as product design ADDIN ZOTERO_ITEM CSL_CITATION {"citationID":"i9UitMxh","properties":{"formattedCitation":"(Morgan, Whitler, Feng, & Chari, 2019)","plainCitation":"(Morgan, Whitler, Feng, & Chari, 2019)","noteIndex":0},"citationItems":[{"id":15,"uris":["http://zotero.org/users/local/wY2D8D5E/items/WWRIX3RS"],"uri":["http://zotero.org/users/local/wY2D8D5E/items/WWRIX3RS"],"itemData":{"id":15,"type":"article-journal","title":"Research in marketing strategy","container-title":"Journal of the Academy of Marketing Science","page":"4-29","volume":"47","issue":"1","author":[{"family":"Morgan","given":"Neil A."},{"family":"Whitler","given":"Kimberly A."},{"family":"Feng","given":"Hui"},{"family":"Chari","given":"Simos"}],"issued":{"date-parts":[["2019"]]}}}],"schema":"https://github.com/citation-style-language/schema/raw/master/csl-citation.json"} (Morgan, Whitler, Feng, & Chari, 2019).

Strategic analysis: The selected idea is then tailored with the business strategic plans in order to determine the demand, related costs as well as profits.

Product development and testing: When the demand is assessed then the next stage is the creation of a prototype of the product ADDIN ZOTERO_ITEM CSL_CITATION {"citationID":"PRdiyPsC","properties":{"formattedCitation":"(Annacchino, 2003)","plainCitation":"(Annacchino, 2003)","noteIndex":0},"citationItems":[{"id":12,"uris":["http://zotero.org/users/local/wY2D8D5E/items/ETEJ7N97"],"uri":["http://zotero.org/users/local/wY2D8D5E/items/ETEJ7N97"],"itemData":{"id":12,"type":"book","title":"New product development: from initial idea to product management","publisher":"Elsevier","ISBN":"0-08-046989-2","author":[{"family":"Annacchino","given":"Marc"}],"issued":{"date-parts":[["2003"]]}}}],"schema":"https://github.com/citation-style-language/schema/raw/master/csl-citation.json"} (Annacchino, 2003). This prototype will be tested to know the desired outcome.

Market testing: A feedback collected at the prior stage is utilized in modifying the product or the service. This stage also decides whether to commercialize the product with the current specifications or not. Changes are made deepening upon this feedback. The best timing for the product introduction is also decided. This stage is also crucial in carrying out sales forecasting for launching the new product.

Commercialization: This stage involves the decisions about product pricing and marketing plans.

Product launch: This is the final stage of the product development process. It consists of a detailed launch plan for the new product or the service.

These stages are related to the four generic marketing strategies. The mass marketing can be conducted after the market testing stage. Moreover, if the company wants to go for the differentiated marketing, then it has to test different products with different specifications. Also, for individual marketing, this process is more precise and aimed to cater to the individual customer’s needs differently.


ADDIN ZOTERO_BIBL {"uncited":[],"omitted":[],"custom":[]} CSL_BIBLIOGRAPHY Annacchino, M. (2003). New product development: from initial idea to product management. Elsevier.

Lamb, C. W., Hair, J. F., & McDaniel, C. (2011). Essentials of marketing. Cengage Learning.

Morgan, N. A., Whitler, K. A., Feng, H., & Chari, S. (2019). Research in marketing strategy. Journal of the Academy of Marketing Science, 47(1), 4–29.

Subject: Marketing and PR

Pages: 2 Words: 600


Your Name

Instructor Name

Course Number


Essay #1

Abraham Maslow, a psychologist, presented a model of human needs, which is usually presented in a hierarchical form shaped like a pyramid. The lower four levels of needs are categorized as the basic needs while the top level represents the growth needs of an individual. Maslow has approached the subject comprehensively, and his five-tier model encompasses almost all the human needs. His theory says that individuals have to satisfy their lowest level needs before attending the needs at a higher level. The needs of food, water, warmth, and rest must be fulfilled first and foremost. The needs of safety and security comes afterward. At the third level, an individual seeks belongings that involve friendships, family, and intimate relationships. Then come the needs of esteem, which entail achievements, reputation, and self-respect. Finally, a person needs to become what he/she has been born for, that is, gaining self-actualization. The problem with Maslow’s hierarchy is that a person is usually not moving upward in the same order as given in his model. Instead, an individual moves up and down these levels frequently because of the experiences, opportunities, and difficulties that happen in the way of life (McLeod).

In my point of view, there should be a change in the order of the levels described in Maslow's model, because my preferences of needs differ from those made in his model. At the lowest level, there should be the needs of safety, law and order, and social security, as these matter the most for a person for his sheer survival. At the second level, the physiological needs should be placed. The needs of esteem should step down to the third level, because self-respect is more necessary than the feelings of belongingness for a person with clear conscience and moral values. The needs of love and belongings should be kept for the fourth level. Self-actualization is good to be at the top level, as it is not achieved, in reality, by most of the people all through their lives.


McLeod, Saul. “Maslow’s Hierarchy of Needs.” Simply Psychology, vol. 1, 2007.

Subject: Marketing and PR

Pages: 1 Words: 300


[Name of the Writer]

[Name of Instructor]

Marketing and PR



Societal Marketing

Societal marketing is a marketing era. It is a promotional process whereby a company or business first assesses the concerns and interest of target customers and then deliver products and services (Andreasen, 2002). The products and services are delivered in the way that benefit customers and society’s welfare better than the competitors (Andreasen, 2002). This marketing era inclines to balance the pursuit of company’s earnings with customers’ expectations and society’s best interests.

Societal Marketing and Marketing Strategy

Societal marketing (a marketing era) has huge impact on today’s marketing strategy because of several reasons.

In the current time, every customer purchases products of those companies which are highly concerned about society well-being (Andreasen, 2002). While, societal marketing is the concept which helps businesses to look at society’s concerns before profits (Andreasen, 2002). So the companies/businesses have to develop strategies accordingly.

In the present time, the success of every business and company relies on how much they benefit the society and community (Robin, Donald and Eric Reidenbach, 1987). So if the companies fail to develop marketing strategy which lacks of such consideration, then the company or business would not likely to get succeed.

Beyond that, it is important for the company or business to develop a positive and favorable image for to increase sales and revenues (Robin, Donald and Eric Reidenbach, 1987). And for this, a highly society oriented marketing strategy is required while societal marketing

It also affects the importance of society well-being to the company and compel it to develop marketing strategy that is in the best interest of the society.

Despite, societal marketing is mandatory to be kept in mind while developing marketing strategy because it encourages creating products and providing services that benefit society and community (Robin, Donald and Eric Reidenbach, 1987).

In short, societal marketing has huge impact on marketing strategy because having marketing strategy which does not align with society wellness, cannot get succeed for long. Nor, such strategy can benefit company or business to survive for long.

Works Cited

Andreasen, Alan R. "Marketing social marketing in the social change marketplace." Journal of Public Policy & Marketing 21.1 (2002): 3-13.

Robin, Donald P., and R. Eric Reidenbach. "Social responsibility, ethics, and marketing strategy: Closing the gap between concept and application." Journal of marketing 51.1 (1987): 44-58.

Subject: Marketing and PR

Pages: 1 Words: 300

Ethics Role In Marketing

Ethics role in Marketing

Taoxanh (First M. Last)

School or Institution Name (University at Place or Town, State)

Ethics role in Marketing


Ethics are the moral principles of right and wrong and guides what humans ought to do. Ethics take different views and its meaning is understood in different parameters, therefore, it is very hard to pin down one meaning of ethics CITATION Man \l 1033 (Velasquez, Andre, Shanks, S.J., & Meyer, 2010) Marketing is one of the important functions of the business and it is centered on creating and communicating value to the customers. Marketing ethics deal with the moral principles behind marketing activities and operations. Giving attention to marketing ethics enables a company to enjoy a good reputation, boost its revenues and makes it profitable and successful in the long-run.

Marketing ethics

Marketing Ethics acts as the guiding principles on which marketing decisions and activities are based. Marketing ethics are often overlapped with advertisement ethics however both are related to each other. Ethical guidelines must be followed by the marketing department of any organization while making marketing strategies to communicate the products and services to the target market. Marketing ethics are an important consideration because they inform marketing department to practice fair standard. These ethical issues are an attempt to deceive customer or take advantage of the situation. Marketing ethics are different from the laws and regulations made by businesses as laws are made to protect consumer rights and they involve penalties if not followed. Marketers have to rely on their own value system to determine the ethics of their practices. The pressure to meet marketing objectives often results in unethical behavior.

Unethical Issues in Marketing

There can be many unethical issues in marketing. The marketing mix of a company uses a fundamental model of marketing tools which helps a company achieve its objectives. The marketing mix consists of seven Ps and each one of them can be vulnerable to unethical practices. Such issues in product strategy include animal testing or insufficient testing, producing unsafe and controversial products, and making products which can contribute to harmful outcomes. Various ethical issues are encountered in product packaging which includes incomplete or misleading information on labels, oddly sized packages to make it more noticeable and mislead about the quantity (Abela & Murphy, 2007). Marketing of products often faces high criticism on hiding the truth and promoting a false image. For instance marketing of beer to college students and some misleading claims endorsing celebrities which promote a false image of beauty to sell beauty products like fairness and anti-aging creams.

Use of sex appeal, hiding facts, puffery, surrogate ads and reinforcing stereotypes are some of the issues with unethical promotion. The burger size of MacDonald shown in the advertisement is half of the actual size which misleads customers about its size.

Some of the companies have full control over the distribution channel and do not consider the marginal distribution of their products. Pricing strategy in 4Ps is also vulnerable to these ethical issues when products and services are overly priced and they do not provide the right value of money. A salesperson often persuades buyers to buy high-end products claiming that price is the indicator of quality. Companies are also indulged in a price-fixing activity where they agree to set a certain price level.

The sole purpose of business is to earn profit through business organizations have a social responsibility towards the society and environment in which they operate. Therefore marketing activities and decisions must consider the welfare of well being and potential impacts of marketing actions and activities. Marketing decision making is also influenced by environment protection concerns. Green marketing is the new approach adopted by various companies to show their concerns towards the environment and society and this involves production and promotion of environmentally sensitive products.

Marketing research also involves considerations of ethical standards and practices. In order to increase sales of products and services, marketing research often gathers information about customers without informing them. Internet marketing research has also various ethical concerns associated. Online marketing also involves various ethical concerns such as spam emails and unwanted telemarketing. All these ethical issues demand the complies to consider ethical practices and make ethics a priority in business to avoid any lawsuit and negative consequences in the form of disturbed brand reputation and loss in long-term.

Importance of Marketing Ethics

Marketing ethics helps an organization to win loyalty and trust of their customers. Customers nowadays demand brands to be genuine and ethical and it is a human tendency to get attracted to such brands. Customers evaluate companies on the basis of their ethical conduct and determine they offer the right products and services as they claim in their marketing campaigns. One example of this is Johnson and Johnson which recalled all of its tablets Tylenol from the market and managed to bear the cost at their end and now it is considered as one of the most reputed brands. Companies are able to achieve their long-term objective by practicing ethical standards and conduct.

Companies that try to be ethical in their practices enjoy long-term benefits such as high credibility, customer loyalty, high market share, and elevated sales and revenues. Some of the bigger brands have set examples for being successful by putting ethics a priority in their business practices. Ethics are regarded as the way of the success of many companies such as Starbucks which is known for its 100% sustainably sourced coffee and it uses a system to optimize its sustainable sourcing ADDIN ZOTERO_ITEM CSL_CITATION {"citationID":"1T19SZ5e","properties":{"formattedCitation":"{\\rtf (\\uc0\\u8220{}4 companies who succeed by focusing on ethical sourcing and manufacturing,\\uc0\\u8221{} 2018)}","plainCitation":"(“4 companies who succeed by focusing on ethical sourcing and manufacturing,” 2018)"},"citationItems":[{"id":1619,"uris":["http://zotero.org/users/local/FGhKhGPG/items/6PUUSSWB"],"uri":["http://zotero.org/users/local/FGhKhGPG/items/6PUUSSWB"],"itemData":{"id":1619,"type":"post-weblog","title":"4 companies who succeed by focusing on ethical sourcing and manufacturing","container-title":"Trade Ready","abstract":"Here is a look four companies who earned outstanding reputations and found international success by going the extra mile to achieve ethical sourcing and manufacturing.","URL":"http://www.tradeready.ca/2018/topics/supply-chain-management/4-companies-succeed-focusing-ethical-sourcing-manufacturing/","language":"en-US","issued":{"date-parts":[["2018",2,8]]}}}],"schema":"https://github.com/citation-style-language/schema/raw/master/csl-citation.json"} ( O'Brien, 2018). In addition, it ensures that everything is done ethically from planting, harvesting, to purchasing. Starbucks has set a standard of ethical practices for the rest of the industry. H&M is also a famous brand known for its transparency of the supply chain. Their website has the list of suppliers and partners and that list is updated quarterly. In addition to this, the company has a goal that by 2010 it will use 100% sustainably sourced materials. They have shown a very high dedication to ethical standards and practices.

The major benefit of following ethical values and sticking to ethical practices is the high credibility of a brand as genuine and authentic. It also enhances its image among stakeholders, peers, investors and the industry in which that brand operates. When companies follow marketing ethics, it eventually attains the position of a leader in the market and other companies benchmark its activities and strategies. The outcome of this is a high market share and inspiration for others in the market.

Following marketing ethics is the most cost-effective way of promoting business with the positive word of mouth which is considered as the most operative marketing strategy. A company following marketing ethics not only enjoys a good image among the customers but also among the staff, employees, and partners. Employees of such companies are motivated to work for them and strive to help companies achieve their strategic goals and objectives. They take immense pride in working for a company which puts focus on the well-being of others. Such companies are also able to attract the talent pool, as most of the talented professionals want to become part of the companies who put ethical practices at their heart. So a company which knows the importance of marketing ethics are able to boost their professional trajectory

Ethical marketing also enables a company to expand its business operations, tap new business locations, and obtain funds from investors. Hence to attain financial goals it is vital for a company to have known for its ethical operations. Having a tag as the ethical and genuine brand assures that all the business goals and objectives of a company are met. The overall marketing fraternity, customers and competitors look up to a brand which follows marketing ethics and it is portrayed in their actions and campaigns. Selling the products having a value of money, meeting and exceeding customer demands and attaining the objectives of quality, enhance the overall brand value and makes a company the most reliable one in the market.

How Companies can follow Marketing Ethics

The marketing department of a company needs to incorporate the ethical values of honesty, responsibility, fairness, and respect CITATION Mar18 \l 1033 (Marketing-Schools.org, 2018) Honesty is all about being truthful to the customers and other stakeholders, while responsibility is to accept the aftermath of the marketing strategies and decisions. Being fair means to balance the needs of the buyer with that of seller and respect is to acknowledge the basic human dignity of all the people. Marketing operations must be transparent and show the citizenship behavior by accomplishing all social, legal and societal responsibilities. Marketing activities must be focused more on consumer rights and must follow the marketing guidelines and code of ethics such as guidelines developed by the American Marketing Association.


Wisely following and understanding the significance of marketing ethics functions as one of the crucial and long-term objectives of the firm which assist it in achieving its goals of higher sales, superior brand value, increased market share, maintain the present line of customers and magnetize the new ones too, and competitive advantage for locating a new measure for the contemporaries to follow and match. In the current age, marketers must focus on ethics in marketing practices, and decision making in order to accomplish long-term good reputation, high profitability and increased market share.


Abela, A. V., & Murphy, P. E. (2007). Marketing with integrity: ethics and the service-dominant logic for marketing. Journal of the Academy of Marketing Science, 36(1), 39–53.

O'Brien Bennett. (2018). ADDIN ZOTERO_BIBL {"custom":[]} CSL_BIBLIOGRAPHY 4 companies who succeed by focusing on ethical sourcing and manufacturing. (2018, February 8). Retrieved from Trade Ready website: http://www.tradeready.ca/2018/topics/supply-chain-management/4-companies-succeed-focusing-ethical-sourcing-manufacturing/

BIBLIOGRAPHY Marketing-Schools.org. (2018, April 16). Ethical Marketing. Retrieved from Marketing-School.org: http://www.marketing-schools.org/types-of-marketing/ethical-marketing.html

Velasquez, M., Andre, C., Shanks, T., S.J., & Meyer, M. J. (2010, January 1). What is Ethics? Retrieved April 16, 2019, from Markkula Center for Applied Ethics: https://www.scu.edu/ethics/ethics-resources/ethical-decision-making/what-is-ethics/

Subject: Marketing and PR

Pages: 5 Words: 1500

Evaluating Marketing Practices

Marekting Assignment

Name of student

Name of teacher

The issues that have been presented in the scenario are related to marketing a product. The claim that the burger is the tastiest in the world is a vague statement. The people who have tasted the burgers were the paid employees of the company so their unbiased behavior can be questioned.

This is an example of puffery. The reason behind this choice is that the term is used to mean the claims of the marketing for a product that are unreal but they cannot be proven or disproven. Most advertising laws do allow the puffery to take place. The statements that puff up the marketing for products cannot be held liable by the law. Deception or deceptive marketing on the other hand means that the advertising message is false. This means that the false information is pushing the customer to buy a product that is beneficial only to the company doing deceptive advertising. The body that deals with the said issue is the federal trade commission. The deception is given as something that is likely to mislead the consumers. The deception may be in the form of hidden fees. This may include the announcement of some package by the cellular companies. The deception may be in the form of bait and switch where the company would entice the customers into buying certain products but it switches to a completely different product once the customer goes to buy it. The company can make misleading claims about the product. This aspect can be confused with puffery but the difference is that puffery can be checked practically by the customers. The deception in this case can be checked by the customers when they actually use the product. The last part of the deception is that the company portrays the product as the best of the all.

The advertising efforts are not unethical because it is the right of the company to introduce its product to the customers present in the market. The marketing and advertising plays a vital role in the company. The decision to be taken between ethical and unethical aspects depends upon what the company is showing in the advertisements and what is it actually delivering to the customers. If there is not a lot of difference between the two aspects, then the performance is ethical. Unethical advertising can have two forms. First the company can have an advertisement that announces a product or the features of the products that the company is not providing to the customers. Thus the company is not giving what it is showing in the advertising. The second aspect of unethical marketing is the marketing that include the demerit goods such as cigarettes and other addictive products. The scenario under consideration contains the ethical marketing as there is no clear way to judge the statement that is given by the company.

The slogan that I will put in is “our burgers are meatless, light on pocket and good for health”. This slogan will work many folds benefits for the company. First of all the company is showing that the burgers are not very expensive. This will attract those people as well who cannot afford to pay higher. Secondly the burgers do not contain any meat. They are made fully out of vegetables and are better for health as compared to the burgers that contain meat. The other reason is that the company is supposed to target the young people who may or may not have a lot of money in their pockets thus the company is quite clearly defining the market that it will target.

The first way is to get the face book activity going. In this regard a team can be hired to take care of the various aspects of the face book marketing. One form is to post the advertisement or deals on various active groups with a large number of active users. Second option is to use the spaces available on the sides of the pages to advertise the restaurant. The face book also allows paid advertising named as boosting the posts. As far as the digital marketing is concerned. The sms marketing is one and the most common form. A proper website of the company should be active all the time and should be able to take up the responses of the customers so that the company can improve itself. Joining hands with the independent delivery services can also help the company to reach out its target customers in a better way.

These tools will facilitate the company as well as the customers. The company will have to put in some budget but the techniques used in social media marketing are easier and less time consuming as compared to the traditional marketing campaigns. In some cases the expenses that the company has to make on the social media advertising are a bit lesser than the expenses made on the traditional modes of advertising. Similarly the modes of digital media advertising are much easier to use and are much less in cost than the traditional modes of advertising. However there are scenarios that the companies that are providing the services of digital and social media marketing tend to fraud the clients. As far as the clients are concerned, they are at an ease because the advertisement or the company can reach them at their comfort place and they can see the deals without much of a pain. The sms option of the marketing is beneficial to the customers in the same way that they are able to see the deals in their comfort zones. This aspect is fruitful to the company because of the fact that it can create pulse buying by the customer whereby he will call the company immediately to order some food.

The company should adhere to the basic principles of the privacy or the collection of the private data of the customers. The mishandling of the data collected from the consumers can result in severe fines on the company. The company should also be vigilant enough to advertise in such a way that should not give rise to racism or similar debates. The face book was sued by the State of Washington when the company ran some advertisement on the basis or race.

Subject: Marketing and PR

Pages: 4 Words: 1200


Export Plan for D.A.P Exports

[Author Name(s), First M. Last, Omit Titles and Degrees]

[Institutional Affiliation(s)]

Author Note

[Include any grant/funding information and a complete correspondence address.]

Export Plan for D.A.P Exports

D.A.P Exports is the business company that exports the parts of the automobile as well as auto-lubricants to various countries. The main objective of D.A.P Exports is to acquire a handsome amount of sales revenue in its first operational year in Jamaica region. Our target is to gain 100 customer based taxi organizations and also to enhance sales modestly in the second year.

Why This Company Should Export?

D.A.P Exports developed a huge customer contact network in Jamaica. It has the experience of 20 years of selling products both in the Caribbean and Latin America. This company has made a contract with the taxi companies of Jamaica region for providing auto lubricants and auto parts on wholesale rates ADDIN ZOTERO_ITEM CSL_CITATION {"citationID":"TNSycANy","properties":{"formattedCitation":"(Software, n.d.)","plainCitation":"(Software, n.d.)","noteIndex":0},"citationItems":[{"id":312,"uris":["http://zotero.org/users/local/vDOrLj7p/items/BVGLNU8Z"],"uri":["http://zotero.org/users/local/vDOrLj7p/items/BVGLNU8Z"],"itemData":{"id":312,"type":"webpage","title":"Export Automobile Parts Business Plan Sample - Executive Summary | Bplans","abstract":"D.A.P. Exports export automobile parts business plan executive summary. D.A.P. Exports is an automobile parts and lubricant exporter to Latin American countries.","URL":"https://www.bplans.com/export_automobile_parts_business_plan/executive_summary_fc.php","language":"en-US","author":[{"family":"Software","given":"Palo Alto"}],"accessed":{"date-parts":[["2019",11,21]]}}}],"schema":"https://github.com/citation-style-language/schema/raw/master/csl-citation.json"} (Software, n.d.). Now taxi companies will either use parts in repairing vehicles or would sell parts to the consumers. Our company will sell auto parts in the region of Jamaica.

Export plan

D.A.P Exports possess a total of 8,000 sq.ft. area in Florida. Our organization keeps the prices in control and also has fast access to related businesses ADDIN ZOTERO_ITEM CSL_CITATION {"citationID":"wlo8zdss","properties":{"formattedCitation":"(\\uc0\\u8220{}DAP terms, easily explained,\\uc0\\u8221{} n.d.)","plainCitation":"(“DAP terms, easily explained,” n.d.)","noteIndex":0},"citationItems":[{"id":316,"uris":["http://zotero.org/users/local/vDOrLj7p/items/USMMAX6F"],"uri":["http://zotero.org/users/local/vDOrLj7p/items/USMMAX6F"],"itemData":{"id":316,"type":"webpage","title":"DAP terms, easily explained","URL":"https://howtoexportimport.com/DAP-terms-easily-explained-515.aspx","accessed":{"date-parts":[["2019",11,21]]}}}],"schema":"https://github.com/citation-style-language/schema/raw/master/csl-citation.json"} (“DAP terms, easily explained,” n.d.). Our company startup expenses are more focused on repackaging and inventory equipment.

Product/Service for Export

Our company exports transmission parts, electrical parts, engine parts and lubricants.


Recently, the market is unable to attract competitors. The shops of auto vehicles are not fulfilling the demand for the older car parts ADDIN ZOTERO_ITEM CSL_CITATION {"citationID":"Gw8G1CfR","properties":{"formattedCitation":"(\\uc0\\u8220{}DAP EXPORTS PRIVATE LIMITED - Company, registration details, products, directors, charges and contact details | Connect2India,\\uc0\\u8221{} n.d.)","plainCitation":"(“DAP EXPORTS PRIVATE LIMITED - Company, registration details, products, directors, charges and contact details | Connect2India,” n.d.)","noteIndex":0},"citationItems":[{"id":314,"uris":["http://zotero.org/users/local/vDOrLj7p/items/UWUNTYRK"],"uri":["http://zotero.org/users/local/vDOrLj7p/items/UWUNTYRK"],"itemData":{"id":314,"type":"webpage","title":"DAP EXPORTS PRIVATE LIMITED - Company, registration details, products, directors, charges and contact details | Connect2India","URL":"https://connect2india.com/DAP-EXPORTS-PRIVATE-LIMITED/1396193","accessed":{"date-parts":[["2019",11,21]]}}}],"schema":"https://github.com/citation-style-language/schema/raw/master/csl-citation.json"} (“DAP EXPORTS PRIVATE LIMITED - Company, registration details, products, directors, charges and contact details | Connect2India,” n.d.). Our strategy is to utilize taxi services in the form of a distribution network and targeting the main customer who can acquire segment market share which is ignored currently from the big players.

Personnel and Export Organization

D.A.P sell products developed from older cars

Resources Inside the Company

Our main resources are skilled workers, our products and parts of cars.

Resources Outside the Company

This company outside resources include vendors and contractors

Industry Structure, Competition, and Demand

Through analysis, it is found that in Jamaica there are more than 25,000 vehicles who use taxi services, also this number is growing rapidly. For D.A.P Exports, the target consumers are taxi firms as they do not have any established channel for purchasing the car parts. When the taxi companies buy products directly from D.A.P Exports the cost will be reduced and they will acquire the desired product immediately.

Products/Services to Be Exported

Automobile and auto-lubricants

Background Facts

Our company's marketing strategy is that in the initial months we will provide 15% off on our all products which are more than 1000 dollars. The target customers are auto parts stores and taxi companies.


ADDIN ZOTERO_BIBL {"uncited":[],"omitted":[],"custom":[]} CSL_BIBLIOGRAPHY DAP EXPORTS PRIVATE LIMITED - Company, registration details, products, directors, charges and contact details | Connect2India. (n.d.). Retrieved November 21, 2019, from https://connect2india.com/DAP-EXPORTS-PRIVATE-LIMITED/1396193

DAP terms, easily explained. (n.d.). Retrieved November 21, 2019, from https://howtoexportimport.com/DAP-terms-easily-explained-515.aspx

Software, P. A. (n.d.). Export Automobile Parts Business Plan Sample—Executive Summary | Bplans. Retrieved November 21, 2019, from https://www.bplans.com/export_automobile_parts_business_plan/executive_summary_fc.php

Subject: Marketing and PR

Pages: 1 Words: 300

Faith Integration Paper#2

Integration of Faith and Learning

Author name


Marketing managers use company resources and bring the product or the services to the market place. They sometimes get a hard environment for these activities. However, they can get success in their business if they show good ethics or morals such as authenticity, strength, courage, truthfulness ADDIN ZOTERO_ITEM CSL_CITATION {"citationID":"WjtuVY5V","properties":{"formattedCitation":"(Chonko & Hunt, 2018)","plainCitation":"(Chonko & Hunt, 2018)","noteIndex":0},"citationItems":[{"id":2276,"uris":["http://zotero.org/users/local/KZl8ZL3A/items/K5JVVAFC"],"uri":["http://zotero.org/users/local/KZl8ZL3A/items/K5JVVAFC"],"itemData":{"id":2276,"type":"article-journal","title":"Reflections on ethical issues in marketing management: An empirical examination","container-title":"Journal of Global Scholars of Marketing Science","page":"86-95","volume":"28","issue":"1","author":[{"family":"Chonko","given":"Lawrence B."},{"family":"Hunt","given":"Shelby D."}],"issued":{"date-parts":[["2018"]]}}}],"schema":"https://github.com/citation-style-language/schema/raw/master/csl-citation.json"} (Chonko & Hunt, 2018). Christianity teaches these ethics to marketing managers and shapes their vision for marketing efforts. It develops their character and guides them in every decision. For this, there are numerous verses in both the old and New Testament that provide guidance in every decision of the business. This paper will discuss Scripture verse Joshua 1:9 within the context of marketing management and how Christian faith impacts marketing management decisions in Huawei.

Joshua 1:9 also assess the need of having a specific character for marketing managers. It has strong and great words that provide guidance in the tough marketing management environment. The verse states that “Have I not commanded you? Be strong, and courageous. Do not be afraid; do not be discouraged, for the Lord your God will be with you wherever you go” (Joshua 1:9; NIV). The verse can be divided into two parts. The first part is containing the words; “be strong and courageous” and directing the top management to remain to pacify in a tough marketing environment. Marketing managers are required to be strong, and courageous and must not fear from any challenge such as competitors or hostile environment. God is always there to protect His people. Therefore, He directed Joshua to have faith in Him and fear not from anything. The same applies in the context of marketing managers and religion provide them support in all their fair decisions.

Recently these virtues from Joshua have been practised by marketing managers of Huawei. The company faced a ban from the US and is now not getting any technology from US companies. This has made the company enter in the cold war as Google has also restricted its access to the Android operating system. However, Huawei marketing managers are not afraid of these restrictions and followed the guidance of Joshua in leading their teams. They have shown faith in these guidelines and have used aggressive strategies outside the USA to increase their customer base. However, within these strategies, they are showing honesty and maintaining the quality in their services.

Moreover, the second part of the verse “Do not be afraid; do not be discouraged” is not only advising people to remain calm but also assures them the positive results that they will get from Him. Therefore, this verse is a source of hope for marketing managers in a tough environment. Huawei marketing managers are facing a risky environment and have followed these teachings that God made to Joshua. They are not terrified or discouraged with the increased rivalry but have taken this teaching as a motivation to make their company progress.

Furthermore, God is also assuring His presence for His followers, “for the Lord your God will be with you wherever you go”. This gives strength to the marketing managers in their efforts and provides them with the solution to their problems in a tough environment. Huawei managers have taken this also as a guide and developing loyalty with their customers so they may not lose them ADDIN ZOTERO_ITEM CSL_CITATION {"citationID":"eYItOnBZ","properties":{"formattedCitation":"(Zondervan Publishing House (Grand Rapids, 2011)","plainCitation":"(Zondervan Publishing House (Grand Rapids, 2011)","noteIndex":0},"citationItems":[{"id":2041,"uris":["http://zotero.org/users/local/KZl8ZL3A/items/UIID7739"],"uri":["http://zotero.org/users/local/KZl8ZL3A/items/UIID7739"],"itemData":{"id":2041,"type":"book","title":"Holy Bible: New International Version","publisher":"Zondervan","URL":"https://books.google.com.pk/books?id=pBRKYgEACAAJ","ISBN":"978-0-310-43526-6","author":[{"family":"Zondervan Publishing House (Grand Rapids","given":"Mich )"}],"issued":{"date-parts":[["2011"]]}}}],"schema":"https://github.com/citation-style-language/schema/raw/master/csl-citation.json"} (Zondervan Publishing House (Grand Rapids, 2011). God in Mathew 7:12 provides a golden rule for marketing managers. The verse states, “Do to others whatever you would like them to do to you. This is the essence of all that is taught in the law and the prophets” (Mathew 7:12; NIV). Huawei has followed these teachings and maintained the quality of their services as a strategy to get engaged with the loyal customers ADDIN ZOTERO_ITEM CSL_CITATION {"citationID":"HnjSLFHR","properties":{"formattedCitation":"(Speakman & Ryals, 2015)","plainCitation":"(Speakman & Ryals, 2015)","noteIndex":0},"citationItems":[{"id":2275,"uris":["http://zotero.org/users/local/KZl8ZL3A/items/347L25A3"],"uri":["http://zotero.org/users/local/KZl8ZL3A/items/347L25A3"],"itemData":{"id":2275,"type":"paper-conference","title":"When the Going Gets Tough, the Tough Get Dynamic: How Key Account Managers Use Adaptive Behavior in the Management of Conflicts","container-title":"Proceedings of the 2010 Academy of Marketing Science (AMS) Annual Conference","publisher":"Springer","page":"298-302","author":[{"family":"Speakman","given":"Ian"},{"family":"Ryals","given":"Lynette"}],"issued":{"date-parts":[["2015"]]}}}],"schema":"https://github.com/citation-style-language/schema/raw/master/csl-citation.json"} (Speakman & Ryals, 2015). It is getting the loyalty and in return providing them quality.


ADDIN ZOTERO_BIBL {"uncited":[],"omitted":[],"custom":[]} CSL_BIBLIOGRAPHY Chonko, L. B., & Hunt, S. D. (2018). Reflections on ethical issues in marketing management: An empirical examination. Journal of Global Scholars of Marketing Science, 28(1), 86–95.

Speakman, I., & Ryals, L. (2015). When the Going Gets Tough, the Tough Get Dynamic: How Key Account Managers Use Adaptive Behavior in the Management of Conflicts. Proceedings of the 2010 Academy of Marketing Science (AMS) Annual Conference, 298–302. Springer.

Zondervan Publishing House (Grand Rapids, M. ). (2011). Holy Bible: New International Version. Retrieved from https://books.google.com.pk/books?id=pBRKYgEACAAJ

Subject: Marketing and PR

Pages: 2 Words: 600

Film Anaysis

[Name of the Writer]

[Name of Instructor]



Film Analysis

Prior to 1984, the basketball world used to have very simple and in fact boring kind of sneakers. There was no modernism, and to be very true, no innovation in the field of basketball shoes present for the players. The only color that was available in the market for the players was a white one with little or no aesthetic addition or designing. The manufacturers were least interested in adding any designing or innovation to the already present in the market as they considered it a wastage of resources to put a design in the sports shoes.

It all changed when Nike hired Michael Jordan as a brand ambassador of their basketball sneakers. In 1984, Nike signed a contract with the famous basketball player that he will only wear the sneakers manufactured by Nike in every game. Although Michael Jordan had just entered the world of NBA he immediately got famous due to his excellent gaming skills and sharp preciseness. Nike even offered young Jordan to start his own product line of sportswear. Although Michael Jordan always wore Adidas till now in his every game, now he made a contract with Nike and introduced his own line of basketball shoes or sneakers labeled as Air Jordans.

The product adoption curve of the Nike shoes depicts that initially, Nike was not a much popular brand, even in the sportspersons. The basketball players were reluctant to accept the newly introduced brand in the market but gradually, the attractive design and the comfortable style of the shoes, attracted everyone and the athletes started using it at large. The ease of carrying the shoes impressed not only the sports people but the general public as well and they also started purchasing the newly introduced sportswear, very fondly.

When Nike started the production of Its sports shoes or sneakers, it did not use much of the marketing strategies. As the shoes were specifically targeted for a specific target market, and the company intended to market them to a specific class of people, they required someone from the same area as well. The best choice that came to their mind was Michael Jordan. Jordan, although new to the NBA scenario, had become extremely popular. He got fame in a very short period of time, which is why the company found it best to get the products marketed through a newly rising star. Michael Jordan basically represents a serious of product lines related to sportswear and sport sneakers. In the initiation, when the company reached Michael Jordan with the agenda of marketing its products, he simply refused, because he was only using Adidas shoes recommended by his coach, but he finally agreed to do so.

Nike has a marketing strategy of always choosing athletes for its marketing especially the marketing of its footwear. There are two reasons behind this marketing strategy, Firstly, the products especially the footwear are specifically targeted and produced for a special class of the consumers, the sportspeople. These are shoes are specifically manufactured keeping in mind the ease and comfort of the sports class. Secondly, even there is no restriction on the consumer class to use them or an ordinary man to the Nike products, which is why Nike decided to take help from the athletes in this respect. The shoe-making company wanted to show to the people that how strong and durable their shoes were, which is why they showed it in the feet of athletes and making full use of it while running, jogging and playing sports. This clearly depicted the toughness of these shoes and the clarified any doubts about durability.

a. Keeping in mind the current brand value and the worth of the Nike products, I would like to apply two types of pricing strategies for its products. Both the pricing strategies suit the products of the sportswear producer and justify the cost incurred on the production and marketing of the products;

The first and foremost pricing strategy I would like to suggest against the products of Nike is “Premium Pricing”. Premium pricing refers to deciding the price of the product according to the hype or popularity of the product in the market

The second type of pricing strategy that I would like to recommend for the Nike products is the “Differential Pricing” Strategy. This pricing strategy refers to determine the price of the product, based on the uniqueness of the products being offered CITATION Sco17 \l 1033 (Dadich). As Nike products are very much different and unique as compared to the other similar products in the market, thus a strategy of differential pricing gets applied to its products.

b. Nike, being a quality producer of sportswear all over the world, uses the strategies of premium pricing and differential pricing which is totally justified. Nike offers a wide range of footwear and apparel related to sports which is very much different and unique from the other products found in the market. Nike has kept a name and goodwill in the market regarding its products and various kinds of promotional activities.

c. Although the prices of the products offered by Nike is pretty high and not everyone can afford them, still, the company does not use any means of discounts or promotions to promote its products. The class for which these products are meant and for which they are produced are able to afford it any cost, even if the cost is higher.

Works Cited

BIBLIOGRAPHY \l 1033 The Art of Design. Dir. Scott Dadich. 2017.

Subject: Marketing and PR

Pages: 3 Words: 900

Final Assessment - Analysis Of Intergrated Marketing Communication

Fchat: Group Chatting Application


Prepared by

Your Name

Table of Contents

TOC \o "1-3" \h \z \u 1.Executive Summary PAGEREF _Toc448877269 \h 4

Section B: Situation Analysis PAGEREF _Toc448877270 \h 4

2.Product Description PAGEREF _Toc448877271 \h 4

3.Objectives PAGEREF _Toc448877272 \h 4

4.Social Responsibility PAGEREF _Toc448877273 \h 5

5.External Market Analysis PAGEREF _Toc448877274 \h 5

5.1.Pricing PAGEREF _Toc448877275 \h 6

5.2.Positioning PAGEREF _Toc448877276 \h 6

6.SWOT Analysis PAGEREF _Toc448877277 \h 7

6.1.Strengths PAGEREF _Toc448877278 \h 7

6.2.Weaknesses PAGEREF _Toc448877279 \h 7

3.1.Opportunities PAGEREF _Toc448877280 \h 7

3.2.Threats PAGEREF _Toc448877281 \h 8

Section C: Marketing Strategy PAGEREF _Toc448877282 \h 8

4.Market Research PAGEREF _Toc448877283 \h 8

5.Brand Strategy PAGEREF _Toc448877284 \h 9

5.1.Identity Building PAGEREF _Toc448877285 \h 9

5.2.SEO PAGEREF _Toc448877286 \h 10

5.3.B2C & B2B Branding PAGEREF _Toc448877287 \h 10

Section D: Controls PAGEREF _Toc448877288 \h 10

6.Consumer Decision Making PAGEREF _Toc448877289 \h 10

6.1.Need Recognition PAGEREF _Toc448877290 \h 10

6.2.Information Search PAGEREF _Toc448877291 \h 11

6.3.Evaluation of Alternatives PAGEREF _Toc448877292 \h 11

6.4.Purchase PAGEREF _Toc448877293 \h 11

6.5.Post-Purchase Evaluation PAGEREF _Toc448877294 \h 11

7.Relationship Development PAGEREF _Toc448877295 \h 11

8.Promotions PAGEREF _Toc448877296 \h 12

8.1.Advertisement and Promotion PAGEREF _Toc448877297 \h 13

8.2.Sales PAGEREF _Toc448877298 \h 13

8.3.Public Relations PAGEREF _Toc448877299 \h 13

9.Distribution Strategy PAGEREF _Toc448877300 \h 14

9.1.Distribution Channels PAGEREF _Toc448877301 \h 14

9.2.Supply Chain Strategy PAGEREF _Toc448877302 \h 14

9.3.Logistics and Inventory Management, Mode and Carrier Selection PAGEREF _Toc448877303 \h 15

Section E: Conclusion & Reflection PAGEREF _Toc448877304 \h 15

References PAGEREF _Toc448877305 \h 17

Executive Summary

The purpose of this paper is to develop a brief marketing plan to launch our product named Fchat i.e. a group chatting application specifically developed for the students and corporate workers. Its security, customization and simple engagement Artificial Intelligence makes it competitive and attractive for the potential users.


Product Description

Our product, Fchat, is unique and competitive from other similar virtual services because it aims to provide interactivity and connectivity even at the places where the connectivity networks are very weak or almost inaccessible. While other products such as WhatsApp and Skype require high definition and high quality connections, we aim to overcome the gap. The Fchat provides group communications and interactions even in dire conditions with Wi-Fi as well as Bluetooth and other weaker networking mechanisms. This makes our service application unique and accessible for all types of users.

Compatibility is another feature of our product that ensures extensive connectivity, global interactions and adaptability. Our product is compatible for mobile OS (iOS, Android, Windows) as well as desktop OS. Therefore, ensuring the widest coverage of users.


Product: Smart Phone App for Group Chat (Fchat)

Unique Aspect: Compatibility with all mobile Operating Systems


With Fchat, group communications and interactions can be made more reliable and rapid as it will work with Wi-Fi as well as Bluetooth and other weaker networking mechanisms.

With Fchat, contributors with different smart phone OS can get connected. For example, this application will be compatible with Apple OS, Android, Windows, etc.

With Fchat, participants can customize the usage policies of the group according to the need e.g. customized group for classmates, etc.

Social Responsibility

Following are some of the social responsibilities for our product, Fchat:

Green Technology: The app will be made as per the criteria of green technology. For this purpose, following actions will be taken:

Ensure that the app consumes lower level of energy;

Calculating energy emissions of app according to EPA limitations

Self-Censor Technology: the app will have inbuilt feature of controlling the distribution and sharing of obscene material. For this purpose:

The developers will conduct a periodic audit on half yearly basis to observe the new ways of sharing and passing on obscene materials online.

Corporate Volunteerism:

We will ensure that a specific portion of our income from App is given for charity purposes.

External Market Analysis


Initially, the price for our App will be $5 for half yearly membership. And this price will reduce by 25% in case of referred members.

After continuous use of 1 year, the membership fee will be waived off.

If a group leader or manager is able to add 50 members within a specific group, the membership fee of remaining additions will be waived off.

Rationale for Pricing Strategy

Since our market competitors include WhatsApp, Viber, etc. that are now distributed almost free of cost along with quality services. This ensures that our strategy should be effective enough to penetrate into an otherwise strongly established market.

If we would distribute our product free of cost, it will destroy its market image and reputation. In order to distribute it as a premium product, we have to price it according.


In order to position my product better in the market, I will ensure that it is positioned in the best and most alluring manner amongst the already available competitive products. For this, the aim is to position it in multi-dimensional manner. Following are some of the aspects through which it will be positioned as: trendy, cool, necessary, interactive and innovative.

Customer Value: the product will be positioned as a value-added service for the customer that will provide it unique benefits of interactivity, security, trendy and creative in competitive price.

Price Value: the price of the product will not only determine its attractiveness for the target audience bust also the status of the product. For this purpose, our trial version will be free for first 6 months. However, we will not make price much lower than our competitions as that will cost us the reputation of the product.

Class: the product will be positioned as high class trendy product with competitive value of providing total data security for the users.

SWOT Analysis


Innovative and unique idea

Creative requirement analysis

Competition keeps the interest in the development intact

Compatibility and simplicity of the App

There will be a continuous updating process

Information privacy and confidentiality


Higher competition due to market giants like WhatsApp and Viber

Chances of eavesdropping and information leakage

Higher cost can be an issue


Healthy competition

Diverse compatibility

Global approach


Threat of new entrants

Cost competition

Hacking or malicious attacks on the servers.

Section C: Marketing Strategy

Market Research

The market we are trying to penetrate is the Mobile Social Media that has already become an established platform. Social media on telephones has significantly lifted inside of the previous decade. The main alternatives on a mobile telephone were either telephone calls or content informing (Kaplan, 2012). With the most recent mobile telephones out now you can download applications which permit you utilize social networking destinations, for example, Facebook, Twitter and Instagram. This permits individuals to get to their records as the internet on a PC would (Kaplan, 2012). This is basic to the point that there at times isn't have to utilize the PC as utilizing your imposters snappier and sparing time. Other telephone applications, for example, Viber, WhatsApp permits you to converse with your contacts for free, share pictures and call each other for free (Kaplan, 2012). Alongside the content informing process mobile telephones nowadays have a lot of social media joined to it as it gives a heap of access to your family and companions (Kaplan, 2012).

In order to penetrate into this consumer base, we need to promote our product from a different prospect. As already described, we aim to promote our product through its sensitive accessibility even in low range regions where the connectivity is very weak. Our product also can establish its own network circle through Bluetooth connectivity.

Fig 1: Consumer Base of Social Media Apps (Fitchard, 2013)

Social Media Networking and Digital Marketing

Since the advent of Social Media in the early 21st century, it has revolutionized the way users interact, communicate and influence each other at the global level. It has also brought significant changes and modifications in marketing domain as well. One of the key changes that Social Media have brought for marketing domain is regarding the impact on brand positioning and its associated marketing strategies.

Significance of the Study

Considering the power of competitiveness for customers, and they need to manufacture doable brand esteem, buyers appropriately transform into the essential fixation for any marketing brand positioning. Marketers should in this manner prosper to get the thought of shopper and make a customer recognition that would impact them to need to share the marketers brand with their companions. A significant part of the time people are continually restless to share something that is sensational and of impetus to them. Regardless of the way that the rule motivation behind why Social Media stages were made was to interface people in total discourse, then again, marketers found these stages drawing in the market their companies despite how their brands are not welcome in Social Media. Some online customers consider them to be being one of a kind and odd (Tuten and Solomon, 2017).

Associations have found Social Media as a place where they can build rich; unmediated purchaser encounters impressively speedier than already. This has given Social Media an ability to help brand positioning; ask people to endeavor things which may unavoidably incite more arrangements returns especially when the campaign happens to become a web sensation (Saravanakumar and SuganthaLakshmi, 2012). Commonly a respectable brand isn't tied in with being picked over an opponent in the market area, yet rather, it should offer a response to the prospects issue.

In this way online brand positioning isn't only about another brand finding its way in the Social Media field, in any case, really, it is a brand that is starting at now settled which can be rehashed online. It is in this way that a fair brand positioning procedure for both online and detached brand positioning should be set up to help all channels to have a mutual synergetic effect (Hoffman and Fodor, 2010). A couple of associations have possessed the ability to have vague brands and characteristics that are typical for a reality of their separated brands.

Role of Social Media in Marketing

De Vries et al. (2012) clarifies that in any case, correspondence is the middle estimation of Social Media frameworks, not all consumer categories comparably fit for all marketing goals in light of the way that most by far of the stages are not correspondingly proper for data, composed exertion, and despite to develop connections (De Vries et al. 2012). The purpose of social frameworks is primarily for correspondence and exchange of contemplations of interest among peer get-togethers or gatherings. As demonstrated by (Packer, 2011) in any case, it is through progressive correspondence began by the marketer on the interactive social frameworks that a whole deal connection can be made and maintained between the business and the consumer (Packer, 2011). The creator, of course, intimates that the data provider is the ones influencing their specific gatherings with their social framework to grow.

Nevertheless, the trouble confronting associations intending to interact with social frameworks is the best approach to control correspondence condition inside the framework, with an ultimate objective to guarantee that their brand picture is secured. Stelzner (2014) in this way assume a certified social framework should give people a trusting, a sentiment duty regarding the gathering and if that isn't seen, there is potential for orchestrating people to be furious. Consequently, for associations to be productive in using social advancements, the underlying advance is to prepare and alter internal parts, frames approach with the business goals.

Online marketing has a lot of qualities; the speed of getting to the data is first and incredibly smart, other than that internet has no geographical cutoff points. Despite cost ampleness, the marketer, also, has the opportunity to explore new suppliers at a couple of past interest costs. Toward the day's end all the marketing research coordinated through the internet is especially monetarily smart (Lipsman et al. 2012). On the other hand, the marketing department race to point out some genuine shortcoming that online marketing face. The essential issue is that social and lingo contrasts may introduce inconveniences in data gathering transversely finished national cutoff points. Additionally, it can be difficult to guarantee that the individual responding is the individual the marketer supposes they are (Lipsman et al. 2012).

Social Media Factors Affecting Brand Positioning

Clients and consumers

The most basic factor to be considered is the approach through which brand attract consumers. It requires the effort of a marketer to grant the brand a great part of the time remembering the true objective to make brand positioning. A reputed brand online will pull in a more broad mass of visitors. The marketer can know the kind of exposure their brand positioning have in the Social Media organize.

Affecting Perceptions

A marketer should evaluate and identify whether the kind of impact they have on their group is negative, positive or fair-minded. This can be assessed by the kind of remarks people post. The data got will engage marketer to make redresses wherever imperative.


The level of interactivity can be directed by the consumers who respond to the brand message. Strong consumer engagement must be worked by usage process (Michaelidou, Siamagka, and Christodoulides, 2011). It is basic to working up how frequently the remark a marketer posted was shared online, or the amount of the people who tapped on their like catch. How much a consumer is locked in is an unmistakable marker that they have interest in what the marketer is advancing.

Consumer Loyalty and attribution

This can be explained by how routinely the group continues remarking on the marketer's messages. The kind of messages the follower's post can help choose on the off chance that they are dedicated or not. Consumer unwavering quality can be settled with the kind of tributes they offer identifying with the brand.

Brand Strategy

Identity Building

Plan: for identity building of the product, we will market it in Job Fairs, Business Exhibitions, and corporate expos in accordance to our target audiences.

Objective: Create a unique identity.

Deadline: 6 months prior to release date.


Plan: Optimize the Search engines and marketing of our official website in such a way that it is ranked top on Google, Yahoo! And MSN.

Objective: Global recognition and product awareness among online users.

Deadline: 6 months prior to release date.

B2C & B2B Branding

Plan: Since we will be targeting direct consumers as well as small businesses, we will establish a B2C and B2B organizational model.

Objective: developing a B2C & B2B organizational model.

Deadline: 6 months prior to release date

Section D: Controls

Consumer Decision Making

Need Recognition

Initially, the consumers need to be provoked to recognize their need for a safe, customizable and secure chat application for greater interactivity and collaboration. For this purpose, we would market our product recognition through:

Social media awareness campaigns

On-campus events and functions

Campaign drive involving youngsters and their activities

Information Search

For getting relevant information about our product, we will be using following mediums to interact with our consumers and let them search more about the product and its specifications:

Social media pages and notes for detailed information


Promotional campaigns with demonstrations

Evaluation of Alternatives

This phase of the decision will also be part of promotion where the customers will be given interactive charts and tables for comparative analysis of similar products. These tables will be available online.


For initial purchase the students can purchase the free trial of the product through online registrations.

Post-Purchase Evaluation

To collect feedback and post-purchase evaluation we will design digital surveys and questionnaires that will be distributed through social media and web page.

Relationship Development

One of the most important and key elements of promoting creating product awareness is to build strong, firm and trustworthy relationships with customers as well as all involved stakeholders and shareholders. Following are the relationships that will be specifically focused and engaged to create relationship building.

Developers, Testers and QA Team

Identify Relationship goals

Set out objectives

Modulate the development phase

Communicate and interact extensively

Ensure engaging meetings and discussion sessions

Bloggers and Research Analyst

Explain and discuss objectives

Conduct a requirement analysis

Communicate in a positive manner through formal and informal meetings

Communicate through online tools, emails and face-to-face meetings.

Students and Community Centers

Communicate the goals, objectives, specifications, benefits, etc.

Listen attentively to their demands and requirements

Establish a connectivity and sense of trustworthiness

Organize meet-ups, sessions and small events for product marketing and awareness.


Following will be the basics of our promotional strategy:

Advertisement and Promotion

The app will be advertised vigorously and in a formal way to ensure it has appeal for youngsters and students. However, it will be ensured that the category and main purpose of app is not over-shadowed in glamorous advertisements. Some of our advertisement mediums will be:




Facebook pages


Google Plus


For promotional purposes, a trial and beta version of our product will be available for free download through online portals, Facebook page, etc. This will also help us in generating user feedback.

Public Relations

As already stated, we will be using the social media and online networking to ensure extensive connectivity and interactivity with our targeted audiences at global level. This will help us in establishing reliable and firm public relations regardless of the geographical boundaries.

Distribution Strategy

Our focus is specifically on distributing our product in the right way to the right target audiences, therefore, following distribution plan is carefully designed according to our needs and requirements:

Distribution Channels

Since we are distributing an application, the best channels that can be used for its distribution are:

Online official website of the company that is legally registered and secured for online payments and transactions;

Available as application package from the company distribution office through:


Smart devices

Pen devices, etc.

Supply Chain Strategy

The Supply Chain for the distribution of this app will be virtual in nature. Our main focus will be to distribute it to at least One hundred thousand consumers within 1 year of its release. And then we will stop its distribution to upgrade the service and enhance its performance efficiency for broader range of consumers based on the feedback received. The re-distribution will start after 3 months’ period. The old version, in this time period, will be available for free download.

Logistics and Inventory Management, Mode and Carrier Selection

Since this is an app, there will be no formal and physical logistics, carrier or other procedures. However, for the inventory management, our focus will be on constantly enhancing the efficiency and performance of our servers to remove any chances of information leakage, system crash reports, etc.

Conclusion & Reflection

Respective assignment and the process of developing the marketing plan helped us identify various marketing challenges and the ways in which they can be handled.

Marketing is one of the most important and challenging organizational dimension. Any negligence or mistake in marketing campaign can make a high quality product an instant failure costing the company their investment as well as reputation. Therefore, in order to make sure that the product and services are being marketed in proper and appropriate manner, it is important that the marketers must be well aware of the challenges they may face and how to overcome those challenges. Following are some of the main challenges that the marketers may face.

Marketers often have to face the challenge of being not able create sufficient awareness of their products and administrations (Mullins, Walker & Boyd Jr, 2012). This is fundamental as the marketer needs to get the consideration of the product or administration before he or she can assign the ways and means of getting deals or business through his or her group. This is a challenge the same number of marketers have no clue how to generate awareness of their products and administrations (Mullins, Walker & Boyd Jr, 2012). This can be comprehended by utilizing all ranges accessible to the marketer to get past to the customers. For this, the marketer must be tuned into the right media and methods. Comprehension of utilizing the methods where the right group of onlookers is will offer the marketer some assistance with generating awareness among potential customers about the products (Mullins, Walker & Boyd Jr, 2012).

Numerous marketers confront the challenge of targeting viably. Targeting is a basic part of marketing. The marketer needs to discover the target group of onlookers and this should be possible by making the product or administration open and appealing to the potential buyer (Mullins, Walker & Boyd Jr, 2012). What does the product or administration offer to the customer? This is the issue to reply. What need does the product or administration satisfy in the customer? Once these inquiries are addressed emphatically, the marketer will have the capacity to get the customers' considerations to his products or administrations. (Mullins, Walker & Boyd Jr, 2012)

It is difficult to make a successful promotion if the marketing can't stay aware of marketing patterns and strategies. A fruitful marketer needs to stay aware of the evolving times, and times are evolving quick (Mullins, Walker & Boyd Jr, 2012). Different strategies are created; new innovations pop up at various times. The marketer needs to stay side by side of these adjustments so as to be a win at his or her field. The key segment to fruitful marketing is to know precisely where the target group of onlookers is and utilize the new marketing strategies and patterns to stand out enough to be noticed (Mullins, Walker & Boyd Jr, 2012).

The improper utilization of social media to create customers and incomes is another challenge confronted by numerous marketers (Mullins, Walker & Boyd Jr, 2012). Most have no clue how to oversee social media. It is insufficient to just have a record. The proper management of the social leads is additionally imperative to the accomplishment of the assignment. Once the marketer figures out how to properly deal with his social leads, he or she can start designating the assignment of figuring out how to his group (Mullins, Walker & Boyd Jr, 2012).


Keller, KL 2016, ‘Unlocking the power of integrated marketing communications: how integrated is your IMC program?’, Journal of Advertising, vol. 45, no. 3, pp. 286-301.

Fitchard, Kevin. (2013). Study: Facebook Messenger still reigns in the U.S. but other countries look to WhatsApp. https://gigaom.com/2013/11/26/study-facebook-messenger-still-reigns-in-the-u-s-but-other-countries-look-to-whatsapp/

Kaplan, A. M. (2012). If you love something, let it go mobile: Mobile marketing and mobile social media 4x4. Business horizons, 55(2), 129-139.

Mullins, J., Walker, O. C., & Boyd Jr, H. W. (2012). Marketing management: A strategic decision-making approach. McGraw-Hill Higher Education.

Tuten, T. L., & Solomon, M. R. (2017). Social media marketing. Sage.

Saravanakumar, M., & SuganthaLakshmi, T. (2012). Social media marketing. Life Science Journal, 9(4), 4444-4451.

Hoffman, D. L., & Fodor, M. (2010). Can you measure the ROI of your social media marketing?. MIT Sloan Management Review, 52(1), 41.

Stelzner, M. (2014). 2014 Social Media Marketing Industry Report. Social media examiner, 1-52.

De Vries, L., Gensler, S., & Leeflang, P. S. (2012). The popularity of brand posts on brand fan pages: An investigation of the effects of social media marketing. Journal of interactive marketing, 26(2), 83-91.

Packer, R. (2011). Social media marketing. The Art of Conversational Sales. WSI.

Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of a luxury fashion brand. Journal of Business Research, 65(10), 1480-1486.

Lipsman, A., Mudd, G., Rich, M., & Bruich, S. (2012). The power of "like": How brands reach (and influence) fans through social media marketing. Journal of Advertising Research, 52(1), 40-52.

Michaelidou, N., Siamagka, N. T., & Christodoulides, G. (2011). Usage, barriers, and measurement of social media marketing: An exploratory investigation of small and medium B2B brands. Industrial marketing management, 40(7), 1153-1159.

Christodoulides, G., Jevons, C., & Bonhomme, J. (2012). Memo to marketers: Quantitative evidence for change: How user-generated content really affects brands. Journal of advertising research, 52(1), 53-64.

Marsden, P. (2002). Brand positioning: meme’s the word. Marketing Intelligence & Planning, 20(5), 307-312.

Virtsonis, N., & Harridge-March, S. (2009). Brand positioning in the B2B online environment: A case from the UK print industry. Journal of Brand Management, 16(8), 556-570.

Subject: Marketing and PR

Pages: 12 Words: 3600

Final Project-Uber

Marketing & PR: Uber

Student Name



Marketing & PR: Uber


The purpose of this project is to understand what the Uber company is, and whether to pursue a business path similar to theirs or go a different route (Uber, 2019). Uber began as a ride-sharing app that linked drivers to passengers (Uber, 2019). With such a simple concept, Uber has grown to 100 million worldwide users and provides food delivery and freight services along with offering ride-sharing in boats and helicopters (Uber, 2019). The company directly competed with taxi cab companies and private taxi services to link licensed drivers to passengers that would otherwise call a cab. The Uber app provided an alternative to passengers seeking greater access to transportation in areas with and without a large taxi cab presence. Initially, this was a challenge to Uber due to a lack of legal right to operate in major cities where taxi companies paid regulatory and registration fees. Ultimately, Uber continued to operate mainly as an unregulated ride sharing company that relied on local drivers to service demand.

Marketing & PR

Uber is a company representative of the digital age, where they exist to interact with consumers on the app platform. Uber is a service company providing ride-sharing as a service to its user base. The marketing strategy identifies the product to its consumer base through its app. The app is the product by Uber that connects riders with drivers using GPS through smart phone applications (Pullen, 2014). The main form of marketing is the promotion of the service by customer referrals. The marketing strategy relies on the consumer experience linking actual value of the product against the cost of the service. The marketing efforts have resulted in 436,000 Uber rides per day within New York City as of August, 2018 (Iqbal, 2018).

Uber’s marketing efforts are directly linked to its product and service quality. The product is the simple to use Uber app (Lobel & Bamberger, 2017). The product must work properly and have wide availability for consumers to have access to the app. The app must not malfunction or have issues with facilitating payment and the ride. The quality is based on ensuring the correct driver arrives with the location information the passenger requires. The consumer is expected to have an easy and comforting experience after using the product and the service. The word-of-mouth (Miller, 2016) marketing efforts Uber relies on from its consumer base would have to agree that experiences after using the Uber app have been positive and are recommended.

The geographic and demographic process as the framework for its marketing strategy has been integrated through the use of its social media identities. These identities provide its main digital marketing presence to allow its consumer base and potential consumers to identify the company and understand its business. The social media presence also allows consumers to contact the company where the response the company gives will either encourage or discourage consumers from using the product and service. The combination of the geographic and demographic process is linked to the company’s brand equity. The company also promoted its referral marketing program that provided benefits to advocates of its services along with launching a customer loyalty program (Miller, 2016). Additionally, Uber used stunts or ploys for promotional events and facilitated alliances with major companies to gain more customers (Miller, 2016). Further, the use of ratings and reviews for service along with the omni-channel approach established its seven step marketing strategy (Miller, 2016).

The PR efforts of Uber are based on the effectiveness of its marketing campaign and the issues the company had with providing service to consumers, and how its resolved them given the company’s public perception. Incidents involving the company contracted drivers have led to PR issues for Uber. These incidents involve the safety of the passengers and the public at-large. These issues present a PR problem for Uber due to the nature of its business as a services-oriented company. Much of its PR presence is the company chief executive and the media relations between the CEO and the public. The company will assist the chief executive to address prominent issues the company experienced that reflect negatively against its PR efforts to promote itself in a positive way.

The PR efforts are supported by the marketing strategy to lead its brand identity after incidents that reflect negatively on the company. Promotion of its brand equity through omni-channels allows greater outreach to consumers after PR issues. The company can respond through social media as well as conventional communication and marketing channels to address safety concerns and related issues that reflect negatively on the company. The promotion of the product and service through its marketing strategy is the main function of its PR efforts when quality and safety issues are not pending. The use of PR for Uber remains an issue when drivers and passengers present quality problems that enter into the public space. Media releases of video from the cabin of the vehicle or reports filed by drivers or passengers become public knowledge and result in negative publicity for the company.

Uber must continue to ensure its marketing efforts are able to address shortcomings in its quality and service. The ratings and reviews are one area that can impact the company’s profitability and future growth while the influence of negative publicity can negatively impact its PR presence. The social media efforts can reflect the overall stance the company has with its customer base and any shift can become noticeable on its social media pages and related accounts.

Recommendations & Conclusions (2pgs)

Uber is an example of a company that began with a concept and a small distribution network for its services and expanded coverage using a network of independent contractors to service demand. The practice is likely how many companies that would enter the ride-sharing business would begin operating. Companies with thinner profit margins and high cost structures will attempt to limit costs by any means possible. The use of independent contractors is a way to limit costs for the company. States have forced Uber to transition its workforce from independent contractors to employees at a higher expense to Uber. Companies that would consider mimicking Uber or finding another path into running comparative business operations will likely experience the same result. The higher cost structure is an important reality to consider when being reminded of the customer’s preference for pricing and the demand for services.

Uber provides a competitive service model for brands that would like to compete with them directly. Their underlying operations presents an opportunity to understand how the company handles internal and external issues that impact its stakeholders. An analysis of its underlying operations shows the use of independent contractors or employees do present potential issues in comparison to taxi cab drivers. The overall reliability of Uber can become susceptible when using independent contractors turned employees if these employees are not properly vetted before representing the company as drivers. Alternatively, the company needs enough drivers to satisfy customer demand in its core markets. These issues will be present with any company entering into the ride-sharing space whether or not the company elects to apply Uber’s operational strategy.

Uber’s business path has established its presence as a growing company in the ride-sharing, food delivery and freight services space. Its approach is based on cost control and service quality. Therefore, the marketing strategy would also be bare bones and reliant on cost effective measures that enable the company to grow organically. These marketing measures are susceptible to new market entrants that can improve on the marketing strategy by integrating innovative approaches to directly compete against companies including Uber.

The recommendation is to identify the best practices and Uber and improve upon the service delivery by targeting the most conspicuous issues with its service quality and its PR approach. The methods to improve service delivery can be as simple as identifying the Uber drivers with the best ratings and target them to switch companies. The cost associated with this strategy can be cost prohibitive for new market entrants but can also allow them to migrate from start-up to growth at a faster rate. The issue of limiting exposure is also an important cost measure that can factor into the effectiveness of business operations. Being too overexposed in the market by having too many drivers or attempting to service too many consumers can present operational difficulties that would result in much higher costs and more pressing issues regarding profitability.

Uber’s social media presence is an example of a marketing strategy that new market entrants can adapt and improve upon. The effectiveness of Uber’s social media and Web presence is also based on its ability to address customer issues that are brought to the company’s attention through the platform. New market entrants would approach this as an opportunity by identifying Uber as too large and ubiquitous of a presence within the ride-sharing space to have much concern for individual consumers. New market competitors would identify this as an opportunity to provide improved customer service and to also improve quality based on customer feedback received through social media.


Iqbal, M. (2018) Uber Revenue and Usage Statistics. Retrieved from HYPERLINK "http://www.businessofapps.com/data/uber-statistics/" http://www.businessofapps.com/data/uber-statistics/

Juneja, P. (n.d.). Designing Marketing Programs to Build Brand Equity. Retrieved from https://www.managementstudyguide.com/marketing-programs-to-build-brand-equity.htm

Lobel, O., & Bamberger, K. (2017). Platform Market Power. Berkey Centre for Law and Technology, Vol. 32.

Miller, G. (2016, January 28). Uber's Marketing Strategy in 7 Steps. Retrieved from


Pullen, J. P. (2014). Time. Everything You Need to Know About Uber. Retrieved from HYPERLINK "http://time.com/3556741/uber/" http://time.com/3556741/uber/

Uber. (2019) The History of Uber. Retrieved February 3, 2019, from HYPERLINK "https://www.uber.com/newsroom/history/" https://www.uber.com/newsroom/history/

Subject: Marketing and PR

Pages: 5 Words: 1500

Foody Food' Case 4

Foody Food' Case

Student’s Name

University |Affiliation


Did Singer’s marketing process useful in learning the demand patterns of consumers?

What are the strategies did Singer used to understand the needs and wants of potential customers in the market?

Did Singer use effective marketing ethics to promote his products in the market?


Singer used various marketing processes to understand the demand patterns of consumers of his products. The methods that were used include marketing research, market analysis, and consumer study. The marketing process is one of the critical factors that contribute to the success of any business entity; thus, it was appropriate to consider it in this analysis. The marketing process refers to a series of procedures that are used by companies to identify costumers' problems. It helps in mitigating risks that can affect the selling process of a product. However, it increases marking the cost of an entity.

Singer used market segmentation and geographical strategies to identify consumers’ needs and want to provide products that meet their specifications. The needs and wants of consumers are customers' specifications of products that they need to satisfy their problems. Understanding consumers' needs and desires are essential because it helps in providing the right products that meet consumers’ specifications. Contrarily, it is challenging to understand consumers’ needs and wants because they keep on changing.

Singer aimed to increase consumers' satisfaction in the available markets. He used accepted marketing communication methods to market its products to ensure that consumers get reliable and accurate information that can help them to make wise consumption decisions. Marketing ethics is an accepted code of conduct that should be followed by marketing professionals while making marking communication. These ethics help to create an appropriate environment for marketing activities. But it increases production costs of an entity.


The marketing process should be done appropriate and time to increase efficiency in a company.

Understanding consumers' needs and wants are vital because it helps to provide the products that match their specifications.

Organizations need to encourage marketing ethics to improve business efficiency.

Subject: Marketing and PR

Pages: 1 Words: 300

Forum 3-MMPG

Disney: Impact of Technology and Consumer Preferences

[Name of the Writer]

[Name of the Institution]

Disney: Impact of Technology and Consumer Preferences

Q1. Impact of Technology on Disney

Today, Disney has reinvented itself with technology. Disneyland was established in 1955 and flourished over the years. With the emergence and advancement of technology, Disney found itself falling behind, especially in the early 2000s CITATION Joc15 \l 1033 (Jochem, 2015). The rise of social media such as Facebook, smartphones and other hand-held electronic gadgets used for the purpose of video entertainment all began to threaten Disney’s traditional way: the theme park. Technology enabled kids to not only play video games but also engage socially on their phones using Facebook, Twitter, and Snapchat. The theme park experience suddenly looked like a thing of the past. The theme park which stretched over a vast area began to feel nothing less than a hassle full of stress. Parents were irritated as they strolled in a crowded area with credit cards, keys, and maps, wearing sunscreens. They worried about their kids’s safety as well.

Technology has not only accelerated the pace of change but also opened up opportunities for innovation CITATION Kot16 \l 1033 (Kotler & Keller, 2016). Disney is making good use of it. The problem of parents carrying too many things was resolved using a technological device called the MagicBand. It is a wristband which includes all the important things such as tracker, hotel key, ticket and credit card. Today, Disney has evolved itself into a brand that offers entertainment in the form of TV shows and movies in addition to theme parks.

In addition, Disney has completely transformed its retail using technology. It has shifted to digital commerce over the years. Retail constitutes Disney’s 56% billion business. It is a crucial piece for Disney’s future. Since the consumer preferences are changing, Disney aims at selling such physical products that bring the magical experience of Disney to the homes of customers CITATION Joe17 \l 1033 (Keenan, 2017).

The new shopDisney website of Disney uses artificial intelligence adds a personal touch to the e-commerce experience of the customers. It caters to the likes and interests of customers based on their search results and ratings or recommendations for relevant products. Products are tailored on the website keeping in view the demographics as well. Categories are sorted for millennials, families, and children.

Disney makes good use of the technology for advertising its products. In 2018, Disney struck a deal with Google to use its artificial intelligence-based advertising technology for the several digital properties of Disney CITATION Laf18 \l 1033 (Lafayette, 2018). In the past, Disney used Comcast's Freewheel for similar purposes. With Google, Disney will be working on improving advertising across mobile apps, video, and display. By investing billions in BAMTech, Disney will make further strides in promoting their video products.

In May 2018, Disney reorganized strategically and created such a business model that focuses primarily on direct platforms for streaming. Moreover, it announced that the new consumer digital products will all be incorporated in the parks as well. This is a welcoming step in Disney's preparation for the future in the tech-driven world CITATION Chr18 \l 1033 (Wang, 2018). According to the CEO, this reorganization will ensure delivery of sports and entertainment across the world with improved personalization and ease of use. With the decline of TV and the emergence of streaming services such as Netflix, Disney's goal is to make its streaming service at par with Netflix. One strength of Disney is that it already enjoys rights to the content of Marvel and Pixar as well as Star Wars.

Disney has maintained a careful balance between the new and the old. Although it continued to innovate consistently, it also keeps that aura of nostalgia which keeps the old visitors hooked to it. For instance, Mickey and Minnie Mouse remained one of the central elements of Disney. Grandparents visit with their grandsons to share their childhood experience. Its future success lies in to maintain this balance between innovation and tradition.

Q2. Impact of People’s Tastes and Preferences on Disney

Since Disney creates consumer products, the success of its businesses depends primarily on the preferences and tastes of the consumers. These preferences and tastes, however, change in unpredictable ways, especially in the ever-changing digital landscape. The businesses of Disney will succeed only if they meet the changing tastes of the consumers. This is true for all the products and services of Disney such as films, cable and broadcast programs, games, online entertainment, and theme parks. Since Disney's market has expanded well beyond the United States, its success now depends more than ever on the tastes and preferences across various regions, cultures, incomes, age groups, etc. both within and outside the U.S CITATION Chr18 \l 1033 (Wang, 2018).

When public preferences change, they may reduce the demand for Disney products, thereby adversely affecting their business. The success of Disney’s businesses, therefore, depends on its ability to not only predict but also adapt to the changing tastes of the public CITATION Com18 \l 1033 (United States Security and Exchange Commission, 2018).

For instance, Disney offers home entertainment the success of which depends in part on the entertainment format (such as VCR, DVD, online streaming, etc.) preferred by the consumers. Technology offers consumers a wide range of options for entertainment. If the options preferred by the consumers have not yet been fully developed by Disney, it will not be able to sell its products and services effectively.

In 2005, a comparison of Studio Entertainment with other divisions of Disney revealed that it performed the worst among all the divisions CITATION New08 \l 1033 (Newman, 2008). The decline of Disney Studio was mainly due to the declining demand for DVD format. Studio Entertainment depends largely on the changing preferences of the public. Moreover, the timing of the release also plays a decisive role. But even release dates are determined by factors directly related to consumers. For instance, holidays or vacations are used as dates of releases. These are days when consumers are in a better position to watch. In the end, it all boils down to the decisions made by the consumers.

Disney's experience with French consumers provides a pertinent case study. When Disney decided to choose France as a location for their Euro-Disney theme park, it made several assumptions. Since some of the assumptions did not align with the tastes and preferences of the people of France, Disney faced a myriad of problems related to integration. When Disney intended to establish a theme park in France, it assumed, and correctly so, that French would be attracted by a theme park- an icon of American Culture. The high attendance of consumers proved that their assumption was correct. However, people's preference regarding the day of the visit was contrary to what Disney had assumed. Assuming that Friday would attract more customers and Monday less, the park was staffed accordingly which created problems. Alcohol had been disallowed not keeping the cultural tradition of French into account. Disney could have a better initial experience in France, had it catered to the cultural and traditional preference of the French.

Keeping in view the importance of consumer tastes and current trends, Disney constantly evolves and invests to develop such products and services that align with the consumers’ preferences CITATION Esp17 \l 1033 (Esposito & Manley, 2017). Disney goes an extra mile to make its consumers happy. It provides personalized experiences by using collection and interpretation of data, which allows to know the likes and dislikes of their consumers. It listens to its consumers, and improves upon its services on the basis of the feedback. For instance, "Special Assistance" passes were introduced by Disney to cater to the needs of disabled guests. One of its strategies to deal with the changing and unpredictable preferences of the public is to offer their products and services in a variety of forms and through various media such as broadcast, internet, cable, TV, and film. Theme parks, travel packages, and hotels also aim at fulfilling a varied range of preferences CITATION Com18 \l 1033 (United States Security and Exchange Commission, 2018).


BIBLIOGRAPHY Esposito, M., & Manley, M. (2017). The Walt Disney Company (NYSE: DIS). Bloomberg. Retrieved from https://smf.business.uconn.edu/wp-content/uploads/sites/818/2017/11/DIS.pdf

Jochem, G. (2015). How a whole new world of technology reinvented Disney. Retrieved from https://www.pri.org/stories/2015-07-17/how-whole-new-world-technology-reinvented-disney

Keenan, J. (2017). Disney is Using Technology to Bring its Magic to Retail. Retrieved from https://www.mytotalretail.com/article/disney-using-technology-bring-magic-retail/

Kotler, P., & Keller, K. L. (2016). Marketing Management. Boston.

Lafayette, J. (2018). Disney in Deal With Google on Advanced Advertising. Retrieved from https://www.broadcastingcable.com/news/disney-in-deal-with-google-on-advanced-advertising

Newman, R. (2008). The Walt Disney Company. Retrieved from https://www.bartleby.com/essay/The-Walt-Disney-Company-P344NYEK6ZZS

United States Security and Exchange Commission. (2018). The Walt Disney Company. Retrieved from http://www.annualreports.com/HostedData/AnnualReports/PDF/NYSE_DIS_2018.pdf

Wang, C. (2018, May). Disney announces strategic reorganization, effective immediately. Retrieved from Disney announces strategic reorganization, effective immediately

Subject: Marketing and PR

Pages: 4 Words: 1200

Forum 4 MMPG

Title page


Variables used to segment the firm's target market

Segmentation is used by Walt Disney to identify groups that it needs to target. This is an appropriate approach used for dividing the market into subgroups having homogenous characteristics and demand patterns. Walt Disney relies on a combination of demographic, psychographic and behavioral variables for targeting its customers. The primary segment group of the company include children who spend more time on television and cartoons. Disney has used merchandise, theme parks and animated cartoons for capturing the customer. The firm is also targeting adults that reflects its strategy of persuading different customer groups. The goal of Disney is to offer a family friendly environment for children and adults. The company is also targeting millennial also known as Generation Y.

The demographic variable chosen by Walt Disney is age and life-cycle stage. This reflects that the wants of consumers change with age. Disney is this inclined to target children and adults. The children targeted by the firm have ages 24 months to 12 years. The strategy is to target preschoolers having ages of 24 months and above. The second age group included for segmentation is of adults having ages between 13 to 21 years. This indicates that the company is not only focusing on children but also on adults who are still children at heart. Millennial include people who were born between 1977 to 1994. “That’s about 78 million people in the United States, with annual spending power approaching $200 billion”. The buying behaviors of millennials are more obvious so it is reasonable to capture them. Gender is also considered in demographic segmentation as Disney target both boys and girls. The purpose is to offer different experiences to the male and female audience. Females tend to be more self-expressive than females.

Psychographic segmentation is integrated for understanding psychology behind consumer behavior. this reflects "buyers are divided into groups on the basis of psychological/personality traits, lifestyle, or values. People within the same demographic group can exhibit very different psychographic profiles”. One of the common tool used for measuring psychographic behaviors is Strategic Business Insight’s (SBI) VALS. This relies on studying the psychological traits of the customers. VALS criteria identify consumer motivation on the basis of horizontal and vertical dimensions. The customers of Disney are motivated by ideas and self-expression. Similarly, the company's strategy is targeting customers on the basis of personality traits of energy, innovativeness and impulsiveness and vanity CITATION PKo16 \l 1033 (Kotler & Keller, 2016).

The behavioral segmentation is adopted by Disney for understanding the behavior of the consumer. This allows the company to divide consumers into groups according to their knowledge of attitude and their response to a product. This strategy is focused on determining the preferences and factors that influence their buying behavior. every consumer that makes a purchase consider their needs and benefits. Disney’s strategy is to target customers of two age groups including children and adults. The purpose of including millennial is to focus on people who are spending more on entertainment. millennial are spending more money on entertainment and movies. By targeting youth and children the company would be able to create a brand image

Evaluation of attractiveness of the market segment

Disney relies on a differentiated targeting strategy for serving customer segments. The attractiveness of the identified market segment is evaluated on the basis of the segmentation process. The primary step is to solve the consumption problem of the consumers by identifying their needs and benefits associated with Disney cartoon and movies. The next step involves the identification of demographics, lifestyle and behavior of the customers. The company adopts a pre-determined segment attractiveness criteria for each segment. The factors considered for this purpose include market access, competitive intensity and market growth. Profitability is evaluated that further leads to the creation of a value proposition. It is focused on providing unique experiences to the customers. The value proposition is visible in the creation of a brand image. Walt Disney is recognized as one of the most valuable brands. The evaluation of the demographic segmentation depicts that Disney creates attractions for female customers by emphasizing on attributes of self-expression and vanity. The characters like Elsa in Frozen allow female customers to experience self-expression by emphasizing on the attributes of independence, freedom and courage CITATION Joh132 \l 1033 (Cheu, 2013).

Psychographic segmentation is evaluated on the basis of effective marketing. The movies created by Disney offers magical experiences to the customers including children, adults and millennial. The unique experiences are created by using ingenuity and storyline ability that is delivered in an astonishing manner. The characters like Elsa, The Lion King, The Pirates of the Caribbean and Anna can be witnessed as the products offered to the customers. Incorporation of media technology such as networks, resorts, studio entertainment and parks provides an interactive environment for capturing customers. Another value proposition used by Disney is to educate children such as by giving a good moral lesson. The films and the cartoon carries a common message that good wins. This has allowed the company to gain the trust of the customers who believe that Disney is educating their children. Disney has managed to generate emotional appeal among customers by engaging them.

Disney land parks are created for providing unique attractions to customers. The services offered at the parts such as rides, shows and street parades create a positive image among visitors. This allows the company to persuade the targeted customers and convince them to use its services again. The feelings of fun, excitement reflects psychological impacts that encourage children, adults and millennial to become a long-term consumer. Disney offers different variety and physical activities having positive impacts on customers. Another psychographic attraction created by Disney include elements of vanity, self-expression and impulsivity used on the movies and cartoons.

Media networks, parks, resorts and studios of Disney aims at fulfilling the needs of all customers. Features of youthful, fun, magical and family oriented define Disney. The brand is built on the tagline ‘happiest place on earth'. This allowed the company to establish an emotional connection with the customers. Behavioral segmentation is used for identifying the needs of the customers. Considering the behavior of consumers the company has managed to build lifetime value. Giving them unique experience one time convince them to remain customers of Disney. The company has evaluated the need of customers such as by considering their emotions. The theme parks of Disney are focused on providing entertaining experiences to the customers. The needs are catered by providing customer-centric services. Smart marketing has helped the company in identifying who their customers are. The features like 3D movies fulfil customers needs of inclusivity and innovation. The behavioral segmentation stresses on addressing different preferences of customers. This is done by creating different theme parks princess parks and star wars. This strategy reflects that the company has managed to cater to the needs of all customers.

Point of parity and points of difference are considered for creating a value proposition. Point of parity identifies the features that Disney offer and represent important prospects of the company. Points of difference are also included that define the features that are different compared to the competitors. The company has offered differentiated features that created purchase intention among viewers CITATION JRR14 \l 1033 (Rossiter, 2014). Disney’s innovative digital marketing has allowed it to establish a strong brand identity.


Cheu, J. (2013). Diversity in Disney Films: Critical Essays on Race, Ethnicity, Gender. McFarland & Company Inc.

Kotler, P., & Keller, K. L. (2016).  Marketing management (15th ed.). Boston, MA: Pearson Education Inc.

Rossiter, J. R. (2014). Branding' explained: defining and measuring brand awareness and brand attitude. Journal of Brand Management, 7 (8), 533-540.

Subject: Marketing and PR

Pages: 4 Words: 1200

Forum 7 Mmpg

Title page

Forum MMPG

Promotional efforts for products and services

Discussion of research

Promotional efforts and marketing have significant impacts on building a customer base for the products and services. Kotler and Keller (2016) recognize direct marketing as a significant tool for building a long-lasting relationship with customers. The tactics rely on customer-direct channels for directly reaching clients. Research reveals that “direct marketers can use a number of channels to reach individual prospects and customers: direct mail, catalogue marketing, telemarketing, interactive TV, kiosks, Web sites, and mobile devices" CITATION PKo161 \l 1033 (Kotler & Keller, 2016). The most visible benefit of direct-marketing includes reaching broader market niches as the tools to maximize traffic and customer turnover. The companies are using social media marketing and SEO for maximizing it reaches across global networks. Social media marketing is determined as one of the most powerful tools in current world due to the ever-rising power of the internet. It generates the best possibilities for companies to generate revenue and get directly in touch with potential customers. Social media offer extensive benefits by allowing companies to build a positive brand image and raise awareness about the product CITATION SIS16 \l 1033 (Sajid, 2016).

Collaborating research of the product

Research studies have revealed that direct marketing is an effective tool for reaching pre-selected customers. Disney has been relying on direct marketing for years that allowed the company to reach millions of clients throughout the world. Direct marketing is linked to significant annual growth. Social media marketing allowed the company to reach customers directly that resulted in increased customer base CITATION SIS16 \l 1033 (Sajid, 2016). Disney mail to children and also use merchandises at different social platforms where children are more likely to spend time. evidence and research confirm a strong relationship between direct marketing and increased customer base CITATION PKo161 \l 1033 (Kotler & Keller, 2016). Different tools are used by companies for building direct interaction and pace with the customers. The CRM programs are also focused on sending online offers and information to the customers. B2B is also a direct marketing tool that allowed companies to generate enormous profits. Telemarketing and direct response marketing allow companies to create informatics that can be retrieved by customers at any time.

Analysis of discussion

Direct mail package is one of the most common marketing tools used by Disney for generating revenue and profits. Cost-effective methods are developed by the marketers for getting the direct response from the clients. Deluxe self-mailer is a dominant feature of the Disneyland resort that leaves a positive impression on the clients. Creative four-panel mailer is another strategy adopted by Disney for breaking through and cluttering in prospect's mailbox. Another direct marketing strategy adopted by Disney is to send a seasonal offer for resorts and use campaigns. Disney created a special website for building strong interaction with the customers CITATION SIS16 \l 1033 (Sajid, 2016). This allowed the organization to develop direct communication. The website operates 24/7 that offers detailed information about the packages to the customers. Disney is not relying on a single marketing method but it has also used other ways including telemarketing and direct response marketing.

Role of personal selling

Discussion of research

Personal selling has a strong correlation with the high customer base. This reflects the integration of managerial practices that allow a salesman to provide best services to the clients. Salespersons are in direct contact with the clients so they are capable of assessing buying behaviors. The strategy of personal selling focuses on providing adequate training about selling skills to the salesmen. Prospecting and quantifying are important aspects of determining potential customers. The organizations hiring skilled and experienced salesperson are capable of generating huge clientele. Pre-approach allows a salesperson to identify the need of the customers and evaluate their buying behaviors. It is crucial to understand the purchase process and qualify prospects by gathering information. Centralized purchasing suggests putting a premium for capturing large suppliers CITATION Kaj11 \l 1033 (Storbacka, Polsa, & Sääksjärvi, 2011). The evidence on personal selling depicts that the sellers must be able to address the resistance of customers.

Collaborating research of the product

Significant research is available on personal selling and its impacts on deriving customer base. The research suggests that the companies aiming at targeting potential clients must provide appropriate training to the salesmen. The primary challenge faced by the sellers is to understand the reason for the client's resistance. The sellers are provided training for assessing the psychological state of the customer for identifying ways of convincing them to purchase. The salesmen must be able to remove unpleasant experiences or factors. This is linked to the transformation of the views of customer that discourage purchase. Personal efforts suggest that the salesperson can also offer some benefit to the customer that influence his purchase decision. The common tactics used by the salesmen for influencing the decision of buyer include offering some gift or extra quantity CITATION PKo161 \l 1033 (Kotler & Keller, 2016). Disney has focused on adopting the marketing strategy of personal selling by hiring an extremely competent and skilled salesperson.

Analysis of discussion

Personal selling and promotional strategy of Disney emphasize on building interaction with the kids and parents. Loyalty marketing programs are used for influencing the purchase decisions of the customers. Special offers for the kids such as Disney singing dolls at the rate of $20 is an effective strategy for persuading consumers. The salesperson uses communication skills for convincing kids and parents to purchase the product. Free memberships and discounts have also helped the company to target a huge customer base.


BIBLIOGRAPHY Kotler, P., & Keller, K. L. (2016).  Marketing management (15th ed.). Boston, MA: Pearson Education Inc.

Sajid, S. (2016). Social Media and Its Role in Marketing. business and Economics Journal, 7 (203).

Storbacka, K., Polsa, P., & Sääksjärvi, M. (2011). MANAGEMENT PRACTICES IN SOLUTION SALES—A MULTILEVEL AND CROSS-FUNCTIONAL FRAMEWORK. Journal of Personal Selling and Sales Management, 31 (1).

Subject: Marketing and PR

Pages: 3 Words: 900

Getting The Product To Market

Getting the Product to Market

[Name of the Writer]

[Name of the Institution]

Getting the Product to Market

Marketing is an important aspect in the life cycle of any business. It is a critical stage of any business activity which guarantees the sales and profits of any business. An organization, whether dealing in products or services, can never succeed if the marketing activities are not carried on properly (Kozlenkova et al., 2015). The term marketing refers to the action or set of activities and processes that are carried on for creating, communicating, delivering and exchanging offerings that have value for the clients, customers, partners, and society at large.

The concept of marketing is not new; the marketing of products and services started in the very early stages of business management when even there was no concept of money in the market. The people or businessmen used to rely on the barter system to highlight the value and importance of their product or services and then finally exchange them with the products or services offered by other individuals. The trend grew stronger with the industrial revolution when competition for the products increased significantly in the market.

In the previous assignment, a detailed SWOT analysis of The Bank of America was conducted, and a comprehensive assessment was conducted that what are the strong and weak point of the financial institution and what are the opportunities and threats for its business in the market. Currently, this piece of writing will be discussing the marketing channels and strategies used by the Bank of America to advertise its services and products in the market.

The Bank of America is a multi-national organization providing financial services to customers across the world. With its headquarters in North Carolina, the United States, Bank of America has more than 4600 retail financial centers and more than 15900 automated teller machines all over the world. |It uses a diverse range of marketing strategies and channels to market its products to its clients across the globe. The Bank of America was ranked as the third biggest corporation globally as per Forbes.

One of the most prominent marketing strategies employed by The Bank of America is the "word of mouth." It strives to provide valuable services to its clients to the maximum extent which helps in gaining the trust of the customers and bag their satisfaction. A satisfied customer passes on the message in its social circle which assists in the increase in clientele, ultimately taking the sales and the profits higher. In addition to that, Bank of America Makes use of its ATMs and various other marketing strategies to highlight its services and products in the market.

One of the leading marketing leaders in the product sector, Gavina, makes use of intelligent marketing strategies to get an edge on its competitors and increase its client’s base. It uses the strategy of market placement by placing its coffee products across leading stores and food brands like McDonald's to grab customer attention. Same is the strategy being adopted by The Bank of America regarding the placement of its ATMs and credit card machines.

It has been a long debate that which approach is better regarding the marketing of any product or services. Whether the supply chain proves to be a better method to create awareness about a specific product in the general public or value delivery network would be more fruitful. Many experts and researchers are agreed on the fact that value delivery network is a far better approach than supply chain while marketing the products and services as the former refers to the mere transfer of materials from one place, whereas the value delivery network relates to providing value against the price, product, and service. Another positive aspect of the value delivery network is that is more focused on the satisfaction of the customer as compared to the supply chain method that focuses merely on the delivery of the product to the customer (Christopher, 2016).


Christopher, M. (2016). Logistics & supply chain management. Pearson UK.

Kozlenkova, I. V., Hult, G. T. M., Lund, D. J., Mena, J. A., & Kekec, P. (2015). The role of marketing channels in supply chain management. Journal of Retailing, 91(4), 586-609.

Subject: Marketing and PR

Pages: 2 Words: 600

Global Marketing

Full Title of Your Paper Here

Your Name (First M. Last)

School or Institution Name (University at Place or Town, State)

Global Marketing

Marketing Management in Global Marketing

Throughout the past decade, an extensive deliberation was made whether homogenization of the consumer taste permits the standardization of the marketing mix. The essence of global marketing underpins the standardized marketing ventures, strategic collaboration across markets and global integration of international practices. For instance, the renowned global brands in the United States have advanced to meet the universal needs and values of the consumers. MTV with the youth culture, Nike adhering to athletic performance and the youthful optimism of Coca-Cola are the primary manifestations of the global marketing that further extends beyond products. The elimination of the competitors is also a critical aspect of the fundamental principles of global marketing. One of the prominent distinctions in the paradigm of global marketing is between the developing and developed or emerging markets as Russia, India, South Africa, Brazil and China. BRICS is an explicit illustration of profound marketing management of these global entities.

In addition, several factors contribute to enhancing the potential of marketing management. The organization ought to decide the time span and the pace to expand among the global market. KFC is the epitome of such an organization that harnesses the exposure across the global market vested in the strategic market entrance and management. Moreover, a diverse set of marketing management can be deployed to accomplish the stipulated marketing goals. Instead of expanding the brand in other states, many organizations proceed to acquire the domestic brands to strengthen their portfolio in the start ADDIN ZOTERO_ITEM CSL_CITATION {"citationID":"1Vn0FSAx","properties":{"formattedCitation":"(\\uc0\\u8220{}Kotler & Keller Marketing Management, 15th Global Ed. (2016) | Ludhimila Martins - Academia.edu,\\uc0\\u8221{} n.d.)","plainCitation":"(“Kotler & Keller Marketing Management, 15th Global Ed. (2016) | Ludhimila Martins - Academia.edu,” n.d.)","noteIndex":0},"citationItems":[{"id":2021,"uris":["http://zotero.org/users/local/H8YOvGFC/items/92MSTKI9"],"uri":["http://zotero.org/users/local/H8YOvGFC/items/92MSTKI9"],"itemData":{"id":2021,"type":"webpage","title":"Kotler & Keller Marketing Management, 15th Global Ed. (2016) | Ludhimila Martins - Academia.edu","URL":"http://www.academia.edu/34621802/Kotler_and_Keller_Marketing_Management_15th_Global_Ed._2016_","accessed":{"date-parts":[["2019",2,6]]}}}],"schema":"https://github.com/citation-style-language/schema/raw/master/csl-citation.json"} (“Kotler & Keller Marketing Management, 15th Global Ed. (2016) | Ludhimila Martins - Academia.edu,” n.d.).

Besides, the ultimate goal of global marketing management is gaining competitive advantage, sustainable expansion and strengthening market dominance. The following are some of the critical strategies deployed by several markets: expanding in a dispersed vs. concentrated manner or have an independent vs. integrated operation. The niche and the brand hold significance but to a minimal extent. Primarily, the vigorous nature of competition, planning necessities and market-entry ventures are the essential options from a global perspective ADDIN ZOTERO_ITEM CSL_CITATION {"citationID":"62IOHdeX","properties":{"formattedCitation":"(Education, n.d.)","plainCitation":"(Education, n.d.)","noteIndex":0},"citationItems":[{"id":2010,"uris":["http://zotero.org/users/local/H8YOvGFC/items/8PPZBGK5"],"uri":["http://zotero.org/users/local/H8YOvGFC/items/8PPZBGK5"],"itemData":{"id":2010,"type":"article-journal","title":"Global Business Today 9e","page":"45","source":"Zotero","language":"en","author":[{"family":"Education","given":"McGraw Hill"}]}}],"schema":"https://github.com/citation-style-language/schema/raw/master/csl-citation.json"} (Education, n.d.).

Global Marketing Management of Apple

The socio-economic factors play an instrumental role in the advancement of the marketing management of several companies. Apple is one of the renowned brands in the world with potential and product marketing management strategy. The primary target of Apple remains to be the acquisition of customers harnessed through the principles of global marketing management. The B2B marketing model was persistently followed by the organization to target the specific industry instead of targeting the products. In addition, the controlled pricing is also an essential feature of the strategic decision making of the organization. For instance, a uniform policy is pursued throughout the global market by the policymakers of the organization. The new Apple products are rarely released with a deep discount on Black Friday. The deliberated marketing strategy is the leveraged pricing of the Apple marketers used as an instrument to convey the product in the same manner as the luxury retailer. The organization had managed to effectively change the marketing strategy as per the changing trends in the global market ADDIN ZOTERO_ITEM CSL_CITATION {"citationID":"GCFvhv3U","properties":{"formattedCitation":"(\\uc0\\u8220{}International Marketing | What is International Marketing?,\\uc0\\u8221{} n.d.)","plainCitation":"(“International Marketing | What is International Marketing?,” n.d.)","noteIndex":0},"citationItems":[{"id":2027,"uris":["http://zotero.org/users/local/H8YOvGFC/items/WJ28AYVG"],"uri":["http://zotero.org/users/local/H8YOvGFC/items/WJ28AYVG"],"itemData":{"id":2027,"type":"webpage","title":"International Marketing | What is International Marketing?","URL":"http://www.marketing-schools.org/types-of-marketing/international-marketing.html","accessed":{"date-parts":[["2019",2,6]]}}}],"schema":"https://github.com/citation-style-language/schema/raw/master/csl-citation.json"} (“International Marketing | What is International Marketing?,” n.d.). Furthermore, the brand has harnessed the simplest and perfect marketing strategy with support functions, stripping down the advertisement to fundamentals and self-explanatory traits. The core principle of simplicity is to establish the products as easy as they can be made so even the non-experts across the world can exploit them.

Question to Respond

What is the future of contemporary global marketing strategies?


ADDIN ZOTERO_BIBL {"uncited":[],"omitted":[],"custom":[]} CSL_BIBLIOGRAPHY Education, M. H. (n.d.). Global Business Today 9e, 45.

International Marketing | What is International Marketing? (n.d.). Retrieved February 6, 2019, from http://www.marketing-schools.org/types-of-marketing/international-marketing.html

Kotler & Keller Marketing Management, 15th Global Ed. (2016) | Ludhimila Martins - Academia.edu. (n.d.). Retrieved February 6, 2019, from http://www.academia.edu/34621802/Kotler_and_Keller_Marketing_Management_15th_Global_Ed._2016_

Subject: Marketing and PR

Pages: 2 Words: 600

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