Marketing Essays
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Evaluate eBay’s strategy to develop their brand in the e-commerce environment.
What is meant by the term ‘Integrated Marketing Communications’? How is it strategically implemented, and what are the perceived benefits to having a centralised, synthesised company message?
1. Describe the e-business strategy of the Coffee Exchange Company.
2. What do you consider to be the strengths and weaknesses of this approach?
3. What future opportunities or threats could there be in this market?
4. How else could the Coffee Exchange Company use the Internet to promote its business?
Question 1: Critically evaluate the Business Model and the Information Based Strategy of Capital One and relate this to the theories that underpin Relationship Marketing.
Question 2: Critically evaluate Capital One’s approaches to Customer Retention and Customer Termination and explain how this relates to the practice of Relationship Marketing.
Question 3: Critically evaluate Capital One’s approach to Internal Marketing and how this supports the Customer Service Proposition.
Question 4: Discuss the extent to which elements of the Service Profit Chain are evident at Capital One and debate whether this adds more value to the customer or to the organisation.
Examine two brands (Smirnoff Ice and Bacardi Breezer) and comment on their marketing strategies.
“Explore the different types of humour that are used in television advertising.”
“Identifying, developing, and delivering a superior value proposition is the true touchstone of Marketing.” Discuss.
Services Marketing
Leveraging Emotions in the Airline Industry
‘The marketing manager must take charge of creating and maintaining the reality of a market-focused organisation’ (Murray and O’Driscoll, 1993). Paying particular attention to the notion of market-focus, discuss this statement with reference to an organization of your choice.
VIC120: Introduction to Semiotics and Communication
Course Assignment – An Analysis of an Advertisement
Assignment 1: Individual Research Essay: Interrelationship between target marketing and the marketing mix.
Discuss And Evaluate The Importance Of Two Individual Determinants At Each Stage Of The Consumption Process For Marketing Manager’s Understanding Of Consumer Behaviour.
Outline and explain why it is important to understand customer buying motives.
Catering firm business plan
Investigate, discuss and analyse the reasons behind consumer purchases of supermarket own-brand labels relative to manufacturer brands.
Identify The Body Shop’s generic strategy and use the value chain to analyse to illustrate the application of the generic strategy and also as the source of the organisation’s competitive advantage.
Critical analysis of an advertisement: Hair Colorants
Qualitative methods of research
Primark Marketing: Assignment- Part 1
http://www.primark.co.uk
Discuss the cultural differences a firm needs to take into account before conducting an international marketing campaign. Use case examples to illustrate your answers.
Primary and Secondary Data Collection Methods Paper
MGT: 480 Business Research Applications
Discuss the role and value of communication models across a range of marketing, advertising and communication media. Use specific examples of advertising media that promote consumer goods and highlight aspects of your examples, using specific communication models to discuss their characteristics.
Emotion Marketing
Alan Mitchell presents a view that companies are still struggling with the concept of customer focus. Critique this article, stating whether or not you support his perspective and explain why. Include your thoughts on the past, present and future of marketing from both an academic and an industry perspective.
Evaluate the psycho graphic segmentation method as a basis for effective marketing in the UK car industry.
Giving appropriate examples, explain the nature and contents of a marketing plan. What is the purpose of a marketing plan? What are the characteristics of a good marketing plan?
‘Great ads disrupt people’s expectations.’ Discuss, giving examples of ads that have achieved this.’
Are attitudes or behaviour more important when making purchasing decisions?
Question 1: Critically appraise Benetton as a sustainable global brand?
Is Mass Marketing Dead?
MA STRATEGIC MARKETING
CUSTOMER DYNAMICS
Consumer Behaviour and the Labour Party: A look at Tony Blair’s Leadership
Analyse the methods used in two print advertisements from the Barnardo’s Stolen Childhood campaign and assess to what extent you think the techniques utilised in these advertisements are justified?
Examination of the processes leading to the development of first Dyson vacuum cleaner (DC01) and Dyson’s ongoing approach to innovation in vacuum cleaners and other household products.
Critically evaluate the marketing strategies employed by a selected global service sector companies. For the purpose of this essay, the selected service sector company will be Singapore Airlines.
Sample:
What is meant by the term ‘Integrated Marketing Communications’? How is it strategically implemented, and what are the perceived benefits to having a centralised, synthesised company message?
Integrated marketing communications has been defined as a management philosophy, an educational movement and a unifying business practice, among others. Cornelisson and Lock state that IMC is nothing but a management fad. This ambiguity in defining and measuring IMC has prevented the development of a cohesive research stream in this area. In order to build on and extend previous research, I have chosen to adopt the original definition of Duncan and Everett, who define IMC as "the strategic coordination of all messages and media used by an organization to influence its perceived brand value." (Beard, 1996)
While approaching this topic area, I came across several surveys that were conducted for IMC. In order to attain a greater understanding of IMC and to construct validity, I then decided to conduct my own survey. I contacted and interviewed 14 senior marketing managers, and asked them to give me their definition of integrated marketing communications These managers were employed by a representative mix of large and small companies, ranging form 15 to 90 employees, competing in industries including telecommunications, food and beverage manufacturing, and financial services. All the managers I interviewed were responsible for planning and implementing marketing communications programs...
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