Marketing Management. The success and failure Essay

Marketing Management. The success and failure - Essay Example This perception is not something that the product or the market is assuming by itself. It is created by the product marketers. Though marketing and marketing management has been defined variedly by different people at different points of time, marketing would still stand between the business and consumers or buyers and ensures that the needs of the buyers or customers are met by the company and its products. Marketing management is the one where marketing is managed to deliver the results thus said. Philip Kotler et al., (2006) defines marketing as follows: human activity directed at satisfying needs and wants through the exchange process. Philip Kotler et al., also define marketing management as "the art and science of choosing target markets and getting, keeping and growing customers through creating, delivering, and communicating superior customer value." It is the aim of the marketing manager to ensure that the market keeps growing with additional customers and with or without ad ditional products. Opportunity is the gate through which the products produced will bring in revenue to the company that produced it. Opportunity presents itself to the people who are interested in knowing it. When the opportunity knocks most often the people behind the doors either do not hear it or they are afraid of opening the door. Either way the opportunity is lost. Only a few open the gates for the opportunity to enter and bring in the desired revenue flows. An opportunity occurs out of the environment and its needs. The environment is made up of four elements; Socio-cultural, Technological, Economic and Political. These four elements impact the company to a great extent. All the opportunities also rise out of these four elements. Opportunities arise because of the socio-cultural changes or because of the technological innovations that produce a major source of business opportunity. Economic changes in the market could also throw up opportunities that could be tapped. New regulations and laws might also bring about major changes in the way businesses are done and this could lead to more opportunities. Every opportunity has to be checked out for what it is worth. This can be carried out by analyzing the strengths and weaknesses of the system and the opportunity. It is also important that the opportunity provided by the environment, is taken up by the company and has the right kind of skills to bring about appropriately satisfy the requirements of the market (Drucker P J, 1993). SWOT Analysis of an Opportunity Every opportunity should be evaluated based on its own environmental and internal factors. The company should do a SWOT analysis of the existing and new requirement. The company should identify the strengths that are with the management and the strengths of the people who make up the company. The company should be able to identify its own skill in which it is best at. The extent of financial resources that the company has; the kind of bargaining power they might have with their suppliers and their intermediaries, the nature of connections and alliances they have. All these would contribute to the strengths of the company. The weaknesses include the lack of financial resources, the specific skills that does not exist, how old are the IPs and their current state and what the company is really bad in. All these contribute to make the weaknesses of the company. Similarly, the opportunity that

Statutory Regulations on Consumer rights Essay Example | Topics and Well Written Essays - 1750 words

Statutory Regulations on Consumer rights - Essay Example The various legislations related to the consumer law protect the rights of a person as a consumer, whether it is of dispute regarding the sale and purchase of the goods/services, or it is of dispute regarding the quality of the goods. As a consumer, a person's rights are expressed as a series of "guarantees" that a seller automatically makes to you when you buy any good or service ordinarily purchased for personal use. These dictums manifest there always exist an agreement in between the seller and buyer/consumer while entering in a transaction. The parties to commercial contracts were considered to be themselves the best judges of what obligations should be imposed. For the most part the legislation was drafted from the buyer's perspective, and the legislation seems generally to prefer the interests of buyers. But some provision of the sale of goods legislations(1) does not impinge greatly on party autonomy like the Sale of Goods Act 1893 (UK). Even though the buyer enjoys such privileges, the law always ponders to lay down some provisions to regulate the consumer civil rights, amidst of numerous issues regarding the magnitude of the enhancement of such provisions. The provisions regarding the consumer's rights against the seller under sales law are to be found in the Sale of Goods A... The provisions regarding the consumer's rights against the seller under sales law are to be found in the Sale of Goods Act 1979, which is the derived version of Sale of goods Act 1863, as amended by the Sale and Supply of Goods Act 1994. Sections 12-15 of the Act lays down some implied terms into contracts for the sale of goods relating to title, conformity with description and sample, quality and fitness. The consumer's basic remedies are rejection of the goods and/or damages. The Supply of Goods (Implied Terms) Act 1973 and the Unfair Contract Terms Act 1977 implemented recommendations for the control of clauses purporting to restrict or exclude liability under the implied terms as to title, correspondence with description, fitness etc. The Sale and Supply of Goods Act 1994 implemented recommendations relating to the reformulation of the implied term as to merchantable quality , making it clear that it applies to minor defects and covers durability of goods.(2) ------------------------------------------------------------------------------------------------------------2. Carter, J. W. (1993) Party Autonomy and Statutory Regulation: Sale of Goods Commentary on rights of Termination, Journal of Contract Law and rejection: Impact of the CISG on Australian, English and Canadian law, 93-122 3. Select Committee on European Communities, (1997) Tenth Report, www.parliment.uk 3 The recent statutes extend the protection not only to individual consumers but to business entities also. Unfair Terms in Consumer Contracts Regulations 1994(4) provides that they apply to any term in a contract concluded between sellers or supplier and a consumer where the said term has not been individually

Marketing Strategy Essay Example | Topics and Well Written Essays - 1750 words

Marketing Strategy - Essay Example Marina Bay Sands targeted the ‘Meetings, incentives, conventions and events’ and business travellers as their major markets but the hotel is now aiming at the family and leisure markets as well. The hotel appears to be entirely matching with regard to their products, experience offered and their facilities. For this reason, they appear to be attracting and containing quite distinguishable market segments. Therefore, for future markets, the economic growth and population growth in China implies that China is no longer a huge and poor market. Marina Bay Sands like many other companies should now try to locate and target the most outstanding market for them (Jauhari and Rishi, 2012). This is because previous studies of China economy have not entirely acknowledged the remarkable growth of the middle class. Research done using data from Asia Pacific and MasterCard Worldwide showed that middle class reached 87 million by 2005 from just about zero ten years ago, and is expected to rise to 340 million by 2016. This means that the middle class will occupy the 60 percent of China’s urban households by 2016 which already clocked 39% by 2006. The other markets that constitute notable target include Malaysia, India, Indonesia, Thailand and Vietnam (Cui and Song, 2009:38-41). Over the years brand positioning has also been an essential part of marketing strategy and thus, the hotel industry has accepted and embraced its value in marketing and in particular when there is extensive brand segmentation. Just like several others Marina Bay Sands has developed multiple brands in order to serve multiple market segments (Burkard, 2011). This strategy of segmentation involves the idea that the brand name is a component of the process of illustrating tangibility to what basically appears intangible. This provides a shorthand way of setting up a particular property’s value when a customer is given significant information about the service or product. With resp ect to this, the brand’s quality is based on the awareness of the potential quests, their perception of the quality and the overall satisfaction of the customers. This concept that brand positioning provides added value to both the hotel and quests, is what a reasonable growth of brand positioning relies on. When hotel brand is managed well, the hotel tends to get a rising market share from a corporate strategy point of view. Cai and Hobson (2004) say that a brand can create a distinguishable identity by establishing a given set of promises to its customers where functional features of the products are not considerably differentiated. A personality that a brand creates may be relevant reason for a consumer to select one brand over the other. A brilliant brand personality is likely to make the brand more tangible thus reducing the intangibility associated with the hotel industry. Since there is the idea that brand positioning creates a personality for an intangible unit it is, therefore, related to the consumer emotions. Burkard (2011) explains that these emotional connections to a brand come about in part from the promises mentioned above. This means that the customers rely on brand names so that they can minimise the risk that is associated with unknown brands. Therefore, the hotel’

Psychological Anthropology Research Proposal Example | Topics and Well Written Essays - 1000 words

Psychological Anthropology - Research Proposal Example Dean attempts to persuade Cindy to give their relationship another chance but Cindy refuses and moves away with their daughter claiming that their daughter cannot stay in a broken home. The film ends where Dean walks away from the house and tells the daughter who runs after him to stay with her mother.The reason for choosing the Blue Valentine film is to explore the social life or cultural phenomena of people in the society. The research investigates or aims to determine social aspects of people in a given society. In anthropology, the study of social aspects is classified under social anthropology, which is the branch of anthropology that attempts to reveal the way human beings behaves in the social groups or in the society. The researchers of social anthropology often carry a long-term and intensive field studies including participant observations, customs, conflict resolution, family structure, childbearing and gender relations. Therefore, the film of the Blue Valentine attempts t o focus on the social life of two young couples, the underlying logic of Dean and Cindy, their social behaviors and contradictions of their social life. Therefore, using the narrative or the storyline from the film can enable one to explore the ambiguities, contradictions of social life in the contemporary society or the underlying aspects of social behaviors in a social group. This will enable the researcher to develop a clear picture on the way human beings in social groups behave in the contemporary society.... Section B The reason for choosing the Blue Valentine film is to explore the social life or cultural phenomena of people in the society. The research investigates or aims to determine social aspects of people in a given society. In anthropology, the study of social aspects are classified under social anthropology, which is the branch of anthropology that attempts to reveal the way human beings behaves in the social groups or in the society (Casey and Robert 37). The researchers of social anthropology often carries a long-term and intensive field studies including participant observations, customs, conflict resolution, family structure, childbearing and gender relations. Therefore, the film of the Blue Valentine attempts to focus on social life of two young couples, the underlying logic of Dean and Cindy, their social behaviors and contradictions of their social life. Therefore, using the narrative or the storyline from the film can enable one to explore the ambiguities, contradictions of social life in the contemporary society or the underlying aspects of social behaviors in a social group. This will enable the researcher to develop a clear picture on the way human beings in a society groups behaves in the contemporary society. Therefore, the researcher will focus on the issue by extending social phenomena beyond art, culture and cognition. Section C Social theory is an effective approach that the researcher can use in the significant data analysis. Social theory is analytical approach or paradigm employed by researchers in examining the social phenomena. This theory takes into considerations the way societies lives, develops or behaves; thus it is an approach attempts to explain the social behaviors of human beings in the

T.G.I. Fridays Essay Example | Topics and Well Written Essays - 500 words

T.G.I. Fridays - Essay Example The inner decor of the restaurant gives it a feel of a theatrical stage, the ambience, the service, the product along with the package make the visit memorable for the customers. The study deals with evaluating the service technologies used and assessing the image created by it in the minds of the people and the media. Moreover, the success attained by the T.G.I. Friday’s social media campaign will also be evaluated. Discussion The T.G.I Friday’s provides mass customisation service to the customers to maintain the standard and make them feel valued. The service technologies used the restaurant include the Point of Sale (POS) to rationalise its front and back office procedures to make the guests enjoy the service and experience the quality of offerings. T.G.I Friday’s has used the customisation technology to provide personalised menu to the customers satisfying their request through menu permutation. The restaurant uses the computer technology to monitor the timel y service delivery of foods by the employees with standardised behaviour. The approach of the management is to provide distinguished and standard quality by implementing hard and soft elements in the service. The hard element is the used is the parking facility which helps in attracting more customers.

How do corporations use e-learning Term Paper Example | Topics and Well Written Essays - 1250 words

How do corporations use e-learning - Term Paper Example based training that is aimed at enhancing their working capabilities and, overcome challenges through putting together different systems, as well as measure their profits on these investments. According to (Zoeller & Berg, 2008), e-learning is any teaching or training via digital technologies as a way of distributing and conveying material or information to employees. From teaching or training videos published on DVDs to computer-based courses, eLearning has developed over the years. On the other hand, with the growth of the Internet, computer-based training has appeared at the top of eLearning, and growing figures of employees are being trained via the World Wide Web at the present (Zoeller & Berg, 2008). Presently business activities in a real-time world are becoming more complex and innovative for instance, presently organizations have competitors appear from the entire areas, innovation rules, knowledge offer more influence than capital, as well as the previous policies no longer be relevant. Presently each business requires a competitive edge in the business. Now organizations want those process, tools, and technique that will offer them the benefits over their marke t competitors. Corporate e-learning solutions and training courses are aimed at providing corporate the business training that is required for staying ahead of as compared to other market competitors (E-learningCenter, 2009) and (Morch, Engen, & Asand, 2004). According to Schweizer (2004), e-learning is putting back face-to-face learning interaction and emerging the trend of e-learning in business or organization. On the other hand, the quality of interaction, a helpful e-learning educational culture, the cost-effectiveness of modern and up-to-date technology, a development of the Internet, an augment in online courses, smaller business cycles, unions and rising competition support business and organization to make use of e-learning (Schweizer, 2004). According to (Commonwealth of Australia,

Global and regional pricing Research Paper Example | Topics and Well Written Essays - 250 words

Global and regional pricing - Research Paper Example The rationale for charging different prices, based on the specific regions, is that a particular region may demand businesses to charge a lower price for their products, while another location may require higher pricing due to the quality or reputation of the product. A person travelling from Tampa to Miami using a personal car will always discover that the price of Gasoline varies depending on the distance from the main highway, with higher prices being charged close to the highway and lower prices far away from the highway. Similarly, retail stores in the same locality may charge lower prices, for same products on the store floor, in different regions as a way of increasing sales volume from stocks that are not moving, improve store traffic or compete directly with different stores and retail chains. Differential regional pricing is therefore dependent on the popularity of the product, the competitiveness of the product and demographic characteristics of the customers in the differ ent regions. Price discrimination entails charging different prices for the same product or a variation of the same product, in different countries. Microsoft Corporation has emerged as a monopoly in the development and sell of computer software and programs. The company offers several versions of the Microsoft office program, which are priced differently, based on the various categories of consumers, including businesses, academia and personal computer users. Through price discrimination, Microsoft separates its consumers and charges different prices with the goal of capturing customer surpluses and optimizing its profit margins. Microsoft has been accused of charging different prices to the different consumers of the same product. Popa (2012) observes that Microsoft, Apple and Adobe face risks of legal proceedings due to their