Even the largest and most recognized brands in the world sometimes use unethical marketing to attract consumers. For example, Dannon used false claims in advertising for their Activia yogurt (Jurbeg, 2020). The company claims that it improves the immune system and digestion, which is proven based on clinical and scientific...
Introduction Many decisions must be made to ensure that the services provided are always competitive and in demand. In marketing, they concern with four main areas: assortment and pricing policy, distribution and sales, advertising, and communication. In developing its unique marketing combination, Apple Incorporation takes a premium branding approach. It...
This business plan describes a concept of a hobby store for sports cards and memorabilia in run by Pani’s Cards and Memorabilia Ltd., a small start-up in Mascouche Quebec. The store will sell sports cards, and memorabilia from Upper Deck, Leaf, Optic. Additionally, the store will sell rare sports collectables...
Since time does not stand still, companies strive to adapt their marketing strategy to their activities as quickly as possible. Undoubtedly, the joint integration of traditional marketing solutions and modern digital technologies will help the business be more successful (Moore, 2021). This is because people have begun to use gadgets...
Tobacco and alcohol usage is an industrially created an issue that, in most circumstances, has severe adverse effects on users, such as addiction, sicknesses, and even fatalities. All of this may be avoided, but it will need a collaborative effort from the different governments, producers of these substances, and society....
The implementation of search engine optimization, or SEO, to a company’s digital marketing strategy, has shown consistently positive results in terms of ROI while often keeping negative features such as high costs of paid advertising and the lack of long-term effectiveness to a minimum (Advantages and disadvantages of digital marketing,...
The issues concerning the determination of fair prices of commodities and services have attracted economists’ and philosophers’ interest for a long time. In this regard, there are two major theoretical views that seek to explain what factors should be considered for the product’s value to be just. They include cost...
When we talk about Marketing, thoughts only arise in our heads about large corporations, such as Apple or Microsoft. This concept is typical for corporations and small companies that are just starting their way. Every company is engaged in what can be called marketing; only some of them do it...
Morgan State University is an institution that enrolls most international students worldwide. Currently, the university offers a variety of undergraduate programs and several masters and baccalaureate programs. The university houses students from within the USA and outside the country. The current enrollment is 7,000, involving local and international students (“Services,”...
People’s preferences, technology, and environment, and culture inevitably change from year to year. That is why companies need to keep up with the times, track trends and adapt to new realities. It is well-known there are two types of companies – the ones that change and those that disappear. Thus,...
With the increased use of technology and smart devices in daily life, marketing activities are now shifting towards digital format. This essay will critically evaluate whether digital marketing activities are important in each step of consumer decision-making by defining three reasons for and against the statement. According to Alghizzawi (2019),...
The digital sphere is overflowing with advertising, which is not only due to the consequences of the pandemic. After COVID-19, offline sales fell due to various restrictions to stop the spread of the virus (Akhtar et al., 2020). Companies use three main ways to “stay in the game” even in...
Online interactions are vital for a company in the modern days, as the digital market proliferates. Despite apparent obstacles, such as new skill requirements and high competition, the advantages of this type of marketing make it crucial (Advantages and disadvantages of digital marketing, 2019). This paper discusses digital marketing activities,...
Introduction Technological advancement is an initiative that prominently fostered the intensification of business competition globally. One of the entities facing significant evolution is online marketing in China. An excellent example is the emergence of the Freshippo supermarket that merges both online and offline aspects during shopping for clients. In 2016,...
Introduction Starbucks is often presented as an exemplary brand with an excellent marketing method. The analysis of consumer behavior helped to understand the reason behind a successful client base. The usual coffee shop customers come from middle and upper economic and social classes who seek a comfortable atmosphere near the...
The era of digitalization enabled the incorporation of technologies into every aspect of people’s lives. For example, some companies, like Amazon and eBay, are online businesses, while others, like banks and airlines, need to introduce digital components for their customers’ convenience (Gomes, Santoro, and da Silva, 2020, p. 52). Furthermore,...
While having more than one outlet to reach the customer is beneficial, the alignment of numerous marketing channels may present a challenge. First of all, the more marketing channels there are, the harder it is to maintain brand image consistency (Auman, 2019). This is why it is advisable to convey...
Digital marketing offers vast opportunities for increasing the customer base but comes with a set of challenges. The barriers may be purely technical, such as the difficulties in managing the interfaces between the digital marketing department and the other ones (Chaffey and Smith, 2017). When taken as a whole, the...
In the article “The e-business capability of small and medium sized firms in international supply chains,” Johnstone and Wright (2004) present several barriers that deter companies from implementing digital marketing. They include the high cost of installing infrastructure; the high price of technology; large investment requirements and liquidity constraints; uncertain...
As far as computerized change masters and cons, the up-sides of adequate innovation reception are self-evident. Nonetheless, execution can be a test. Organizations are going to a scope of various systems to endure the pandemic (Ryan, 2017). The public area is confronting phenomenal difficulties because of the meeting tensions of...
During the past decade, the number of businesses that incorporate digital marketing into an overall promotion strategy has increased drastically. For instance, from 2012 to 2019, Google’s revenues from digital advertisement increased by more than 200%, while Facebook experienced growth by approximately 1500%, indicating the channel’s growing popularity (Statista, 2021)....
Modern technologies have contributed to the companies shifting to online platforms to sell their goods. As a result, to increase their revenues, organizations started to focus on digital marketing to attract more customers. To be more particular, the brands use people’s search results to analyze their audience and reach potential...
During the eighteenth century, France was developing the vine-making business and was one of the first countries of the Old World that introduced the wine culture to the rest of Europe and the lands outside it. Bartlett & Mara (2016) claimed that French “grape growing supported 1.5 million families and...
Social marketing is more of a philosophy than a brand strategy. Such marketing manifests itself in various forms: from direct advertising, which consumers can believe, to building strong relationships with the audience based on a standard set of values. Companies focusing on social marketing evaluate their decisions from the point...
Summary Why Video is Social Marketing Social marketing, in general, should be perceived as a set of marketing activities carried out by an organization and aimed at promoting socially significant ideas in society. The organization, in this case, can be any commercial company, voluntary funds, or even state enterprises. The...
Recently, social marketing has become increasingly popular, as it helps the government and various organizations to promote the changes in behavior that are expected to be extremely beneficial for the entire society. Although social marketing heavily utilizes some tools from traditional commercial marketing practices, it has developed completely different techniques...
Introduction Social marketing is a phenomenon that aims at achieving socio-economical, political, and business objectives. According to Domegan (2021), this form of marketing promotes behavior change among consumers and the general public. Currently, the internet has become a significant platform to educate the general public about protection against Covid-19. The...
Business-to-business (B2B) and business-to-consumer (B2C) groups of companies primarily have a different target audience, yet both groups gene use the same marketing approach. Namely, in choosing the main ways to sell a product or service, whether to a business or a customer, a company needs to satisfy the buyer’s needs....
The producers of effective greaser cutters can penetrate a new market. Instead of selling to customers, the company can start business-to-business sales, which will lead to an increased profit. The global household cleaner market is one of the areas to target as this sector is steadily expanding. It has been...
Branded and high-fashion footwear has become more popular among the young population. Sneakers are shoes designed for sports; however, it does not stop young people from wearing them daily. In 2019, the global sneakers market size exceeded $60 billion; and it is still growing. The leading brands in the sneakers...
Based on the above, imported product, I would not change its brand name. However, to increase its marketing, I would employ the direct selling approach on how the product is sold in the U.S. Direct selling constitutes the transaction of products straightforwardly to the consumer in a non-retail surrounding (Clark,...
Competitive Advantages The beverage market and particularly the energy drink market, is highly competitive. Therefore may be critical to utilize a wide variety of techniques in order to maintain existing competitive advantages and not miss emerging opportunities. Monster energy drink products are well-established beverage products with a number of considerable...
Topic The chosen topic for discussion refers to the one presented in the “Week 6 Reading & Resources” category – marketing to different generations. A Summary of the Topic Marketing to different generations is a special marketing area, narrowly focused on determining consumer needs based on the four main demographic...
Introduction Some strategies may not be pre-evaluated well, resulting in marketing failures for companies, ranging in the severity of consequences from public criticism and drop in sales to loss on revenue and bankruptcy. The two cases of marketing failures were Ink Coffee’s gentrification sign and Wendy’s Twitter meme. Specifically, Ink...
The biggest current trends in the social, economic, technological, competitive, and regulatory forces are the rapid development of all fields and the need for greater flexibility to adjust to emerging conditions. From this perspective, the two forces, social and technological, can have a significant impact on marketing (“Chapter 3 –...
Tesco has approximately 170 brands, and they are not equally profitable and important for the company, so range rationalization is necessary to determine what should be discounted/receive an additional push. Generally, the issue is that the drinks are not evenly distributed in stores, which affects both the top-performing items and...
The SARS-CoV-2 (COVID-19) pandemic has impacted not only lives and livelihoods globally but also customer experiences and business models. It was the worst global recession since World War II, with the world economy contracting by 3.5% in 2020 (International Monetary Fund, 2021). Available economic data illustrate that the severe restrictions...
Zara’s Products Zara offers a wide variety of products in the fashion industry. The company positions itself as a provider of affordable fashion. Affordable prices are achieved by controlling most of the steps in the supply chain, and hence significantly reducing the costs. Scale economies also play a considerable role...
Product and its primary characteristics Joy Daycare center offers full and part time day care services to toddlers between the ages of three to five years. Thus, the product is day care service, which is sold to working parents within middle-upper market economic bracket. Fundamentally, marketing scholars have identified four...
Nike is one of the leading producers of sports footwear in the world. Apart from sports footwear, it offers a broad range of athletic apparel and footwear in general. Throughout recent years, Nike has had an undisputed dominant position in the American athletic footwear market, with Under Armour being a...
Organizations tend to use different salary structures depending on their size, available resources, the industries they operate in, and other factors. Monetary reward is one of the primary motivational tools that help companies hire, develop, and retain the labor force. The traditional approach, salary ranges, are often replaced with more...
Definitions Nowadays, marketing is one of the essential parts of developing a product that will be both revenue-producing and highly scalable. Marketing is defined as “the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.”...
A supply chain is an essential phenomenon for every firm or company. This term stands for a system that is used by a business to produce and distribute goods or services to consumers. When it comes to developed companies, a supply chain involves “a network of multiple businesses and relationships”...
Marketing is an activity that directly influences the public perception of the company and its image. Therefore, besides increasing sales, marketers should be concerned with whether or not their decision will adversely affect the company’s image. When these professionals decide to use dishonesty to mislead consumers, the company’s reputation may...
Opening The selected product for this discussion is yogurt. Many companies in the dairy and food sectors manufacture and market it to different customers. Most of the firms consider the importance of presenting various flavors to meet the changing demands of different consumers, such as vanilla, pineapple, and strawberry. The...
It sometimes happens that an organization’s marketing efforts turn out to be disconnected and do not complement each other. In this case, they do not help to shape a unified brand image and be heard and recognized by a large audience of prospective customers. Integrated marketing communications strategies solve this...
Introduction Product in the marketing mix refers to the physical goods or services offered by a business. The organization provides high-quality hair salon and makeup services. Price is another element in the marketing mix that produces revenue for the business. The organization invests in service standards and not the number...
Stealth advertisement is one of the sales promotion techniques used in the marketing industry today. Companies spend a lot of money on advertisements, which affects their revenue. For a company to remain competitive in today’s turbulent market, it needs to reduce its operation costs e.g. advertisement costs. Levi Strauss &...