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Discuss how and why Glaxo and EMI performed so differently in the medical industry in spite of both firms having significant innovative developments in the industry.

The company, EMI, refers to the Emergency Medical International Inc. (EMI), which is a privately owned Florida Corporation with Mr Juan Manfredi as its President and major stakeholder. It was founded in the year 1981 as a services Company providing emergency vehicles for the export markets. Its focus in business...

Many shops selling similar objects simultaneously give discounts in New Year’s sales. If each shop can make positive profits while giving such discounts, why cannot a firm undercut others in normal sales when nobody gives discounts times and get the entire market for a larger profit?

During times of perfect competition, the prices are set by the forces of demand and supply and remain so. The discounts given during offers are artificial ones intended to adjust the price reductions by bulk sales, and the volume in business tends to even out any minor price variations, thereby...

What kind of disadvantages can arise in moving first? Explain with reasons.

There are two major disadvantages of the first mover, which are costs and risks. The Costs are significantly higher since a lot of money has to be spent on Research and Development (R&D) Costs, market surveying and researching, planning, organising and scheduling activities and also other significant aspects. It is...

Define SWOT analysis.

The environment in which a firm works may be useful or harmful. This is known only when the environment is analyzed by using analytical models, and the SWOT model is the best to describe the same. SWOT is an acronym used to describe strengths, weaknesses, opportunities, and threats, which represents...

Is Gallo being socially responsible by supplying dessert wines? What responsibility does Gallo have to consumers in furnishing dessert wines? Does the Gallo family have any personal responsibility to speak out against alcohol abuse? Should they be doing more than speaking out? Should production and sale of Thunderbird and Night Train be discontinued? How does ethical relativism factor into this scenario?

It is clear that these dessert wine brands target a specific category of customers who are having personal and social difficulties in their daily lives. Mostly they target low-income consumers, young adults, and, especially, alcoholics. As social worker Mark Dalton from the Washington State’s Division of Alcohol and Substance Abuse...

Which approach to managing a company’s ethical conduct would you say Gallo seems to be applying? What are the challenges associated with this approach?

In fact, Gallo prefers to ‘hide’ the negative effects its dessert wine brands have on the consumer and not talk publicly about them. Instead, it has selected a ‘legally right’ managing strategy. Gallo, and all fortified wine-producing companies, have put the issue on the basis that it is legally permitted...

If Gallo Winery decides to abandon the Thunderbird and Night Train brands, what will be the impact on those individuals who abuse the dessert wine products?

There is a dilemma on the reaction of this target customer group. Many authors do believe that they will find substitute products since addiction means addiction to any product composed of alcohol and particularly wine. Nevertheless, the desert and fortified wine brands were the ones that made it affordable to...

How important is the dessert wine segment to the industry? To E. & J. Gallo Winery? How do these products fit with Gallo’s stated position on the quality of its products? Do brands like Thunderbird and Night Train have any redeeming features as a product, even if they are in demand by a segment of the population?

The dessert and fortified wine segments are the ones that practically made the wine industry popular. They are the major factors that boost sales for companies. If we check the consumption trend of the wine industry since 1940 and we will notice a gradual yet rapid growth of consumption among...

What is the burden of proof regarding the potential harms and benefits of products and how they might be accounted for in ads?

The media company bears the burden of proof by demonstrating that the advertisement will not manipulate a rational consumer or whether the campaign is harmful or misleading. The burden of proof is addressed by presenting all relevant details regarding the product, including its functionality, usefulness, possible damage, and advantages. The...

Many consumers today seem to be obsessed with monitoring their emotions. They post about their feelings, track their sleep patterns, and fret about how often they’re “liked” on social media. Should happiness be quantified? What role do you think influences play in all of this? Provide an example.

Many social media users thrive on emotions and often post how they feel to gauge the reaction of others. While the expressive reactions posted by internet community members may express their deep states of mind, they often receive responses that may ruin their moods. Online interactive platform outlets have created...

Crisis, fear and guilt are very common themes in marketing and advertising. Humanitarian disasters are the backdrops favored by charities to elicit donations. Fear of burglary or weather damage fuels home and contents insurance marketing. Gyms rely on our guilt about putting on a few pounds over the winter months. These are all dominant emotions- should marketers use these emotions as integral parts of their marketing campaigns? Provide an example.

Marketers often exploit fear, anxiety, and guilt to appeal to their potential customers. The use of these negative aspects helps understand the motivations for human actions. Individuals will thus join an insurance policy for fear of losing their investments in case of burglaries. Those who join fitness clubs, on the...

Compare and contrast the following theories: diffusion of innovations and social marketing. Do not simply restate the theories. Discuss how they are similar and different and how they are useful for health promotion.

The diffusion of innovations theory emphasizes peer pressure and social imitation, as crucial factors in the dissemination of a new idea, product, or service. This theory, suggests that, in promoting a new practice, there are innovators, early adopters, early majority adopters, late majority adopters, and laggards. Therefore, people are more...

What are the two approaches to marketing?

The function of marketing is essential for any business organization. Managers can consider these two approaches to marketing: Relationship marketing and transactional marketing. Transactional marketing is a strategy that focuses on one single purchase. Such firms will reduce their direct contact with the suppliers and customers. The company will focus...

When you build your marketing campaign, what should be the core goals?

When building a marketing campaign, core goals include: Establishing a relevant brand identity that is clear, communicable, and cost-effective Identifying the target group is another goal. This enables the creation of powerful messages following the identification of the needs, habits, demographics, priorities, and values of the group. Once identified, all...

What are the three basic business models?

There are three basic business models that include Business to Business, which means that two forms deal with each other; Business to Customer, which means that firms are dealing directly with their clientele; and Customer to Customer, which happens when two clients participate in the exchange of goods or services...

Marketing penetration depends on what 3 things?

The ability of company products to be available to different localities first depends on the demographics. This means that the involved company has been successful in targeting the right customer group. Secondly, the penetration also depends on human factors such as poor management styles. Thirdly, penetration could be affected by...

What are the two types of distribution channels?

Distribution channels are generally of two types, direct and indirect channels. Direct channels involve supplying customers with goods directly from the factory of the producer. All contacts are looked after by the sales or marketing in-house department. Often, direct sales involve international customers. Indirect channels have various types. Among these...

What does the “term” noise mean in marketing?

Marketing noise refers to a large amount of marketing that goes on around customers. It includes billboards, bus bench signs, car and truck signs, flyers, brochures, radio commercials, TV commercials, telemarketing, advertisements in magazines and newspapers, personal selling, direct mail, emails all directed at a consumer presenting them with the...

Does it look like the Jerky supermarkets are developing new products out of old ones to attract new markets? Do you see it as simply another way of making the product a novelty or as a means of attracting a type of customer who shied away from the earlier, less-refined snack? Do you feel this is a move we will see a lot more of?

It is both a way of making the product a novelty and also of attracting a customer who may have shied away from the earlier, less refined snack. By developing a new product based on an older one, some old customers may be curious to know the difference, and this...

Monitoring and controlling marketing strategy depends on what measurable financial criteria?

Monitoring and controlling marketing strategy depend on factors that include: Promotion, Bookkeeping, Order Handling, and Return on Investment. The four measures are detailed below in detail:Promotion: This refers to the strategies that companies use to ensure that potential consumers receive information regarding new products in the market. Promotion is also...

How has technology impacted marketing?

Technology has enabled companies to enhance the way they reach customers. For instance, the improvement of communications technology has meant that marketers can reach more clientele and thus get more sales. The use of the internet has meant that companies can have access to a wide range of customers that...

How is social marketing different from traditional marketing? Describe the strengths and weaknesses of each approach, and discuss why social marketing is more appropriate in public health applications.

When starting or thinking about growing a business, several important factors to consider. One key factor is marketing. Marketing involves identifying what the consumers want and how best to maximize the sale of products. It is an intricate strategizing mechanism that requires the input of experts to accomplish the tasks....

Why is severability such an important principle in arbitration?

Severability is a term used in arbitration, meaning the various methods applied in case the arbitration process fails to resolve a dispute. This method works hand in hand with arbitration, or occasionally they may be used independently. Before one decides to engage in arbitration, it is always wise to explore...

Your friend has written a book in Arabic called “International tourism in the post-Covid world”. It has become the best seller in GCC within one month of its release. Now he wants to publish it in other languages without much delay to maximize his revenue. He is keen to sell his books in Europe and in China. He came to know that you have just completed a course in International Business from ADU. He has asked for your expert advice on the appropriate mode of entry for his book to China and Europe. Which is the most appropriate mode of entry that you would recommend for him and why? What are the possible limitations of the suggested mode of entry?

It is important to consider that the mode of entry for the book that describes tourism in the post-COVID world will be accepted differently depending on the seller. For instance, there is a risk that Chinese publishers will be less successful in their promotion since China is the original source...

Identify the 3 most useful lessons that can be used to improve the way we commercialize new products.

There are three components within market orientation that determine how a company will implement a marketing strategy within the competitive environment that it finds itself in: These components are comprised of the following: Customer orientation Competitor orientation Inter-functional coordination. When it comes to marketing strategies involving customer orientation, a company...

Teece et al. discussed four approaches to thinking about how firms achieve and sustain competitive advantage: industry-level competitive forces, strategic conflict, the resource-based perspective, and the dynamic capabilities approach. Construct a table comparing these four approaches in terms of theoretical perspective, constructs emphasized, and managerial prescriptions. Position each of the five managerial articles with respect to the four perspectives and explain the rationale for each answer. Based on your table comparing the four perspectives of Teece et al. and your positioning of the five managerial articles (Anderson et al. 2006; Johnson et al. 2008; Yoffie & Kwak, 2006; Chakravorti, 2004; Sargut & McGrath, 2011), rank the four perspectives in terms of their relative influence on the contemporary practitioner literature and discuss the implications and limitations of your findings.

The reason behind this particular method of ranking is due to the fact that, as of late, technology-oriented enterprises have espoused the necessity of innovation and development as necessary factors in order to grow and develop a company. Industry-level competitive force Strategic conflict The resource-based perspective Dynamic capabilities approach Theoretical...

International Marketing strategy is closely related to Market Orientation. Using McDonald’s as an example, explain five common marketing orientations. You should clearly demonstrate how McDonald’s concurrently pursues all the orientations.

The five principles of marketing orientation include production, sales, customer, strategic marketing, and social marketing. In the case of McDonald’s, the production aspect is addressed through the use of promotions and discounts for the most favorable products. The sales orientation aspect assumes that there is integrity in products sold across...

Noone et al. formulate strategies on how to adapt RM (revenue management) to the different customer categories. The authors identify four principal strategies of CCRM to address the different customer segments via RM (traditional RM; lifetime value-based pricing; availability guarantees; short-term and ad-hoc promotions). You can write about this framework and describe these principal strategies of CCRM.

After the formulation of the different categories of customers according to the framework by Reinartz & Kumar, Noone et al. identified four different strategies of customer-centric revenue management (CCRM) to serve the four categories of customers through revenue management (RM), including traditional revenue management, lifetime value-based price modelling, availability warranting...

HubSpot has begun to differentiate its products as it has learned more about its customers. Should it do more? Should its pricing strategy change too? Does the software-as-a-service pricing model work for both Marketer Marys and Owner Ollies? Should HubSpot try to immediately capture more value for either of these customers?

It may not be advisable for Hubspot to engage both Marketer Marys and Owner Ollies in its inbound marketing strategies. As observed from the case study, Owner Ollies did not have sufficient knowledge, in addition to the fact that it was more complicated in comparison to Marketer Marys. Moreover, even...

How does “inbound marketing” fit into an interactive marketing strategy?

Inbound marketing tends to deviate from the traditional marketing strategies used to pursue consumers to buy products and services. Such a form of outbound marketing has been found by Hubspot to be not interactive at all because as companies are trying to reach out to the potential market with advertisements...

Is HubSpot finding and serving the right set of customers? Given its position as a start-up company, should it widen its focus to serve any customer that comes its way? Or narrow their target by focusing exclusively on either Owner Ollies or Marketer Marys? Or by focusing exclusively on either B2B or B2C customers? Use customer lifetime value to justify your decision.

At the start, Hubspot was serving all types of customers who would come their way. However, as time went by, Hubspot found out that there were different customer segments in the market that had a different levels of exposure to web 2.0 marketing. First of all, it is important for...

If you were responsible for marketing computed axial tomography (CAT) scanners worldwide and your sourcing country was experiencing a strong and appreciating currency against almost all other world currencies, what options are available for adjusting prices to take into account the strong currency situation?

Admittedly, any multinational company which distributes its products worldwide faces complex pricing issues. Companies that are sourcing companies experience a strong currency have even more complex pricing decisions to make. Thus, the product cost is quite high, and worldwide distribution presupposes a wide range of prices which can be quite...

Discuss the Distribution Channels and Pricing Paper

Evaluate and Recommend Distribution Channels, Pricing, and Competitive Differentiation of Your Approved Product or Service. Identify potential distribution channels for your product or service and discuss advantages and disadvantages of each channel, justify which channel is best, and discuss how you would use e-business to support it. Describe why your...

Discuss the Finance and Marketing of Sheatland Wool Company

Is the Managing Directors’ friend right in suggesting that marginal costing is an appropriate way to control costs and set a selling price? What other methods of cost might be appropriate? Produce a break-even analysis that should include macro- and micro environmental factors, potential target customers segments, all the necessary...

Discuss the Marketing Mix for Keurig Coffee

Discuss this product in a single report describing Product, Place, Promotion, and Price. Divide the report into four sections and devote at least one page to each section. Use headings and sub-headings, so the paper is not that difficult to navigate. The paper should be done in APA format, Times...

Explore the Impact the Coronavirus Pandemic Has Had on M.A.C Cosmetics

Introduce the chosen sector or company and provide an initial holistic assessment of the challenges or opportunities faced by the sector/company resulting from the Covid-19 pandemic. Assess how the behaviour of the target customers has changed (or is likely to change) due to the Covid-19 pandemic. Provide a set of...

Explore the UK Market for The Shetland Wool Company

Undertake a scanning exercise of the UK market for The Shetland Wool Company. In particular, explore the UK market opportunities and trends, identify their potential customers and make recommendation on which target segments are most suitable, and suggest implementation plans for the business to move forward. Include the macro environmental...

How Can You Determine What May Make an Impact on Organization?

How Can You Determine What May Make a Meaningful Impact on Organization? How can you determine what may make a meaningful impact on a community or organization? Are there notable organizational achievements, successes, or failures that could be built upon or addressed? How are current and future trends in the...

How Do You See the Future of E-commerce?

What are the major technological advancements which will accompany the Internet of the future? What factors will help define the future of e-commerce over the next five years? Discuss the importance of each. Given the development and history of e-commerce in the years from 1995–present, what do you predict we...

How Important Is Digital Marketing to Mate1?

Why was Mate1 questioning the sustainability of their business model? What is your recommendation regarding the idea of acquiring an advertising website? Make sure to use relevant credible sources published within the last five years. Properly reference your ideas and present the issue from different perspectives.

How Would You Evaluate a Billboard Campaign?

In a well-structured paper, analyze a hot billboard campaign and determine who is responsible for the ads. Discuss if the billboard makes its appeal primarily through visuals or through text. In your opinion, does this choice match the content, and are the billboard ads placed in locations that make strategic...

Implement Porter’s Five Forces in Maple Tea Entering the UAE Market

There is a business plan project for an investor. The product is Maple tea from Quebec to UAE. Identify and explain Porter’s five forces applicable in this product entering the UAE market. Identify if the threat is High or Low level. For example, the threat of new entrants, is it...

Marketing in the Current World

Choose and discuss a piece of marketing you like. For this discussion, think about the marketing around you and show us your favorite piece of marketing right now! You must provide a picture, screenshot, video, or something else to show us what you are looking at/talking about. Also, explain in...

McDonald’s Multinational Strategy in China

How is McDonald’s multinational strategy applied in China? Explain McDonald’s cultural difference management in terms of operations such as different products offered in different locations. Explain McDonald’s cultural difference management in hiring local management teams, pricing differently (Big Mac Index.) Briefly talk about McDonald’s franchise model and how it combined...

Discuss Characteristics that Distinguish a Service from Product

With the help of a real-life example, explain the characteristics of services which make them different from products. To what extent is the marketing of services the same as of physical goods? What is the difference between cost-oriented pricing and market-oriented pricing? Why is value to the customer a more...

Develop an Integrated Marketing Communication Plan

You are working in a marketing team for a fashion clothing company in the UK and need to develop an integrated marketing communications (IMC) plan for a product to then present to the group of marketing directors. Your team must design an appropriate communication objectives and channel selection for a...

Developments Taking Place in Digital Marketing

Describe the situation taking place in digital marketing. You have been recently recruited as “Digital Marketing Consultant” for a local organization. You need to prepare a formal report to be presented to the board of directors. Describe the situation, problem, or company, analyze the collected information to identify the key...

Product Report Focused on a Dog or Cat Food Brand

Write a product report focused on a dog or cat food brand. Name of product and company, product description, placement, pricing, promotion. Briefly describe the product selected. Describe the key marketing strategies behind your selected product. You should base your evaluation and report on what you can observe about how...

Provide a Personal Reflection on Promotion Tools

Provide a personal reflection answering the questions: How has personal selling involved you, whether as a seller or a buyer? What do you see as the advantages of selling online? Disadvantages? What challenges must online sellers deal with? Share your experiences with various pricing strategies you have encountered as a...

Provide a Personal Reflection on Your Experience with Apple

Think about a brand you know well and with which you have personal experience as a customer (for example, Apple). Write a personal reflection on your experience with the brand. The emphasis is to create a natural flow of a personal narrative, not just present a generic description of the...

Reflect on Robert Cialdini’s ‘Weapons of Influence’

Reflect on what you have learned thus far about Robert Cialdini’s ‘Weapons of Influence.’ Pick a person (i.e., employee, client, child, personal relationship, customer, etc.) you want to influence and brainstorm how you could effectively persuade them using at least three of the principles in Influence. Name who you are...

Research a Marketing Case on the Brand of Your Choice

Write a marketing case related to an existing brand. The case has to focus on some aspects of marketing including but is not limited to: overall marketing strategy, branding, pricing, promotion, international marketing strategy, positioning among others. Include the following parts: Overview about the company/brand, Background about the marketing issue;...

Review Starbucks’s External and Internal Communications

Select one web content message your company has put out (a company blog, social media page, advertisement, etc.). Introduce the type of content being analyzed (Web page, social media post, etc.), include a web link to the content (if applicable), place a link to the content if you have it....

Review the Article “Markets in Crisis”

Review the article “Markets in Crisis” by John C. Bogle and Rodney N. Sullivan Review the article providing an outline of the principle questions/issues being examined, a summary description of the main points/observations. For CE criticism/extension part assess what criticism could be made of the article and how could it...

Select and Justify Your Own Entrepreneurial Marketing (EM) Orientation Framework

Select and justify your own entrepreneurial marketing (EM) orientation framework. Use the elements of the framework and the ICON matrix, to analyze an organization of your choice and the extent of its EM activity. Discuss the implications of your findings in terms of performance outcomes and the role of EM...

Design an Individual Marketing Plan

You have to select a company with a pure digital presence (no Brick and Mortar Presence) and design a marketing plan consisting of the following sections: Introductory data for the selected company. Market analysis (e.g.: controllable and uncontrollable variables, etc.). Marketing planning aims and objectives. Strategy for extended marketing mix....

Create a Marketing Case for an Existing Brand

Create a marketing case related to an existing brand. The case has to focus on some aspect of marketing including but is not limited to: overall marketing strategy, branding, pricing, promotion, international marketing strategy, positioning among others. The case should include the following: overview about the company or brand, background...

Create a Persona for the Brand Nike

Create a Persona for the brand Nike, that does not currently use the brand. They are using the competition and your job in the long term is to get them to switch. The persona should represent the target audience of the brand. What does the brand do? Describe demographic and...

Consumer Behavior and Marketing Strategies

Analyze how a consumer behavior concept is being used in a marketing communications strategy. Find an example of how a consumer behavior concept is currently being used in a marketing communications strategy. An example could be a print advertisement, video or broadcast commercial, social media message, billboard, website, or another...

Assess the Current Marketing Strategies of an Existing Company

You are required to write a marketing plan assessing the current marketing strategies of an existing company. Please chose one company and assess this company in the UK. Please note your marketing plan must be UK focused. This plan should identify the current ways the company is generating value for...

Supernova Case Study

What is the difference between Supernova and the traditional approach to account management? What is the Supernova value proposition for both clients and FAs? How does Supernova work, and what are some of the challenges in implementing it? What are the risks of Supernova?

The Effect of AI on Traditional Marketing

Write the reason(s) why this research is needed/important. Describe the situation that led to the need for this research. The effect of AI on traditional marketing. How has it changed the industry? Write the reason(s) why this research is needed/important. What serious implications does AI have on traditional marketing strategies?...

What Is the Context for Your Healthcare Product?

Establish the context for your healthcare product or service and analyze the market. To establish the context, you will describe the industry segment, describe your target markets, and specify the marketing goals and objectives. In analyzing the market, you will conduct a SWOT analysis, assess the competitors in the market,...

Discuss Marketing and Markets in a Digital World Course

Brief company overview and mission statement of the Body Shop. Evaluate the core offering, of the Body Shop customer ‘’needs and wants, ‘jobs to be done’, and how are these currently satisfied through the provision of the marketing mix. Evaluate to what extent the Body Shop demonstrates a ‘marketing orientation’

What strategies are used in marketing research and marketing?

How do marketing and advertising affect the consumer? How can consumers be more aware of fallacies and rhetorical devices used in advertising? Does the ad use scare tactics to persuade us that we need the product? Does the ad provide credible evidence and/or statistics to support any causal claims? Does...

Why Don’t Patients Behave Like Consumers?

Watch a video “TED Talk: Why Don’t Patients Behave Like Consumers?”. Reflect on a healthcare product/service experience purchased by you, a family member, or a friend. Was this a discretionary purchase? Were you the primary or secondary consumer? In other words, were you the decision-maker regarding the purchase, or did...

How can you identify the components of an effective global marketing plan?

For one to be successful in exploiting the global market, he or she has to come up with an effective global marketing plan. There are numerous components that have to be reflected in the marketing plan. These include identification and stipulation of the marketing objective. One can not be able...

How can you explain internationalization barriers and risks?

There are various factors that act as barriers to internationalization. Some of these include a lack of knowledge by the business operators. Due to business operators not having adequate knowledge of the available markets in foreign countries, it becomes hard for them to venture into the international market. Organizations also...

How can you describe the role of culture in the marketing mix?

Culture plays a significant role when it comes to product development. As culture determines the manner in which a community or society use products and the type of product they require, it leads to organization ensuring that they develop products that contain the required features by specific communities. For instance,...

What is the business strategy difference between IKEA and Wayfair?

IKEA majorly concentrates on brick-and-mortar stores, whereas Wayfair has entirely trusted online furniture sellers. Until 2019, both companies have achieved much in their business strategy. Particularly, IKEA has 433 stores globally and 50 stores in the US, while Wayfair has attained a 39 percent share of the online furniture market,...

What are the similarities and differences between the two supply chains (Costco and Trader Joe’s), and how are they influential in their business strategies?

One similar aspect to Costco and Trader Joe’s is that they are both big destinations for grocery customers. Furthermore, this aspect has made both companies possess in-house brands that facilitate low costs. Costco has a membership-based system of selling its items in bulk to its customers. Unlike Costco, Trader Joe’s...

Which company (IKEA or Wayfair) do you think is more customized to bring value to their customers? Give some examples of actions they take to satisfy their customers’ needs.

Wayfair is more customized to bring value to their customers as compared to IKEA. The company focuses on giving its customers more convenient options so that their services are done entirely online. Wayfair has capitalized on the current change in the shopping habits of clients who prefer online services. They...

You are in charge of a marketing campaign in which the XYZ Company decides to begin marketing their products to customers who only use social media. You have reviewed all of the research. What should your primary pricing objective be and why? What are the specific elements that might impact price sensitivity with social media users? Are they more sensitive or less sensitive than those who do not use social media? What price adaptations need to be part of the plan and why? What are some confidences to note in terms of any adaptation required in the supply chain to support this campaign’s expected outcomes?

For those customers who use only social media, it is important to set such pricing goals as building brand awareness and engaging customers in communication. The primary objective is dynamic raising pricing, which would allow for attracting customers and community growth. It seems to be useful to focus on the...

“The success we are seeing with private label and store-branded products is really the aftereffect of consumers displaying retail loyalty as opposed to brand loyalty.” Do you think this is true for all retailers? Please share your thoughts.

I do not think that this is true for all brands. Danziger describes an important shift in customers’ behavior toward prioritizing experience. Yet, I am convinced that not all brands are able to offer a pleasant experience. For instance, Whole Foods does turn a shopping trip into an adventure due...

How do businesses and society benefit from marketing?

Marketing plays a vital role in improving the quality of life for people and the profitability of companies. Marketing helps companies to promote their product by explaining its advantages to convince customers to make a decision in favor of the said product. A smart marketing campaign is a significant part...

The local department store in your hometown has been besieged by competition from the large national chains. What are some ways that target customers’ attitudes toward the store could be changed? Be sure you address you explain the linkage among attitudes, behavior, and marketing effectiveness. How would you measure the changes in attitudes?

Attitudes make a concept that cannot be measured or seen. Nevertheless, attitudes together with behavior are the factors that influence marketing effectiveness. According to McDaniel and Gates, an attitude is “an enduring organization of motivational, emotional, perceptual, and cognitive processes with respect to some aspect of a person’s environment”. When...

Describe the steps you would take in obtaining the data that your employer needs. Compare the advantages and disadvantages of observation research with those of survey research. Why are quasi-experiments much more popular in marketing research than true experiments?

The step in conducting a survey when it is designed is recruiting respondents and gathering information. The advantages of observation include its universality, flexibility, the access to real life conditions, strong validity and in-depth understanding, and independence of respondents’ activity. The disadvantages of observational research are the possibility of researcher’s...