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The sport selected for this question is tennis, and the two websites are ATP Tennis.com, the official site for men’s professional tennis, and Sony Ericsson WTA Tour, which claims to be the official site for women’s professional tennis. Both the sites appear to be quite similar with regard to content...
There is a fixed pattern to consumer behavior before he makes a decision to spend money or buy a product. They need recognition, information search, evaluation of alternatives, the decision to spend or purchase, and evaluation of the purchase decision. The person will first want to maintain or improve health....
The relation between sports and business is growing year by year. So also are the number of companies that provide market information and research about sports and business. Three such companies are discussed here. They are the American Sports Data Incorporated, Performance Research, and Sportbusiness.com. American Sports Data Incorporated: Their...
It is common knowledge that any organization during its lifetime will face problems and crises. It is also fairly well known that professional sports organizations are now more business-oriented than in earlier times. They now have a lot of financial stakes and have to manage their finances and their bottom...
Victoria’s Secret is one of the companies which relies on Internet data collection and market analysis. The company uses survey results obtained from online questionnaires and users’ profiles. The uniqueness is that Victoria’s Secret creates its assortment and product lines in accordance with expected and anticipated market demands and needs....
In recent years, there is a growing interest in qualitative research by scientists within different fields of study. Qualitative research methods begin at the margins of acceptable science. Qualitative research attempts to capture what people say and do, that is, the products of how people interpret the world. Most of...
Initially, the client is asked what changes he or she would like to make in their dream. Since it is the client who created the dream, it would be possible for them to change it too. This is a creative way to get the client to start thinking about making...
Industrial relations mostly cover such topics as corporate restructuring and economizing. In the mass media reporting of industrial relations, there are also topics and issues concerning changing relationships in the employment sector of both union and non-union settings. Another issue is that of work systems that are highly performing and...
Motivation is an important factor in the performance of an employee, especially in a challenging field like marketing. A marketing person will face rejections along with results. In fact, marketing experts are of the view that the success of a salesperson is dependent on the number of rejections faced. In...
It can be seen that the post is not easy and involves a totally new set of capabilities that have to be developed. The first problem would be the supervision of people who have been previously my colleagues. Many of my colleagues do not see me as their superior, at...
As the name suggests, telemarketing is a marketing strategy by contacting existing and potential customers through a telephone. The Marketing Association of New Zealand defines telemarketing as “the practice of communicating via the telephone for the purpose of generating business or enhancing relationships with customers or potential customers.” Telemarketing is...
Marketing is defined as a process focused on a product or service delivered to the end consumers. It is the matching process between the needs and wants of customers and the market proposition. While stressing coordination, it also recognizes conflict and competition among units, the necessity for subsystem concessions, and...
The core of Porter’s international strategy is the value chain. Following M. Porter, the value chain is the sequence of activities, from start to finish, by which the product or service is transformed from an idea to a consumable form. For instance, if the product is multimedia equipment, the chain...
The M&M family of characters can serve as an example of modern characters that market a food product. As Funderburg notes, programs such as the Good Humor Man initiative created considerable public acclaim for the company that created them. M&M characters are easily distinguishable due to their unique design aesthetic...
A learning process that is both supported by the constant presence of an authority figure as its avatar and gamified to elicit users’ self-identification with it could reinforce consumers’ positive perception of it. However, doing so with famous personalities, who have no autonomy in the current day, such as Albert...
If the avatar of Einstein is available for customization, similarly to the Duolingo Owl, then all users may create their own version of the esteemed physicist, maybe even associating themselves with him. Providing the possibility of changing Einstein’s outfits is the positive reinforcement tool of instrumental conditioning, especially if clothes...
Programming may be applied to both computers and people, and the outcomes could be similar. What may be called the gamification of people’s personas and the creation of a process wherein individuals can create avatars that resemble their ideal body or personality is a momentum-gaining trend. Recognizing the mechanics of...
There are some significant differences in testing between products and services. Formulating marketing goals and strategies, a company must always build on the needs of its target customers. When forming a marketing complex, one should always take into account what consumers think, what their views and behaviour are. In many...
The process of conducting marketing research is often used with product testing procedures. This is done to choose a strategy for promoting this product on the market. In the process of testing, the advantages and disadvantages of this product are identified, in the opinion of the consumer, and a comparative...
To understand if the Timkin Tool Company could be selling all the tools needed by its target market, it is essential to research the question in detail. The investigation should involve a two-dimensional analysis: the demand for the tools on the market and the scope of the potential industrial capacity...
The advertising campaign aimed at promoting a product is always accompanied by a variety of visuals. Moreover, when applied to online advertising in social media, visual aids are the most influential factors in attracting potential customers’ attention. The promotion of children’s fragrances could also benefit from this method. Since this...
I am sorry that you had negative experiences with your former advertising managers, Mr. Timkin. Sometimes advertising is indeed a waste of a company’s resources, which could be otherwise put to good use. However, a good advertisement serves multiple goals at the same time: it raises awareness, solidifies the brand’s...
Social media is the fastest growing platform for advertisement, and the perfume industry should take full advantage of what it has to offer. Fragrance marketers have long abstained from using Internet resources and let third-party retailers become prominent online instead of real product ambassadors. A new children’s fragrance should avoid...
Deciding on a product’s specifications, such as its price, calls for understanding the limitations of the target market before implementing any strategies. College-aged women necessitate considering a variety of factors when marketing branded products to their demographic, an obvious example being their spending ability. Students rarely have the funds to...
The concept of Consumer Hypnotic-Like Suggestibility (CHLS) refers to a state in which customers are likely to respond positively to marketing strategies and make unplanned purchases. Growing rates of compulsive purchasing are noted by Prete, Guido, and Pichierri, who conducted a study with 233 participants and found that environmental stimuli...
The process of targeted marketing, also known as STP marketing, includes the stages of segmentation, targeting, and positioning. Market segmentation entails a division into clearly defined groups of consumers, each of which may acquire certain products and services. The selection of target market segments refers to the assessment of the...
Consumer behavior is composed of actions that are directly related to the acquisition, consumption, and disposal of goods and services, including decision-making processes that precede and follow these actions. The customer decision-making model is a logical construction of consumer actions that are intended to meet their needs. Consumer actions differ...
In marketing, perceived risk is a level of risk that exists from the customers’ point of view. Perceived risks impact consumers’ purchases and the decision to buy one product or service or another. Perceived risk theory also explains customer behaviors when they remain in the planning stage instead of subsequently...
In the global context, social media has been deployed heavily to reach a wider customer base within a short time. However, it is vital to note that this promotional approach has its pros and cons. According to an article by Garrido-Moreno and Lockett, the tourism sector has reported huge profitability...
Some marketing strategy aspects can indeed be standardized easily for consumer items compared to industrial products. According to an article by Collins, products suppliers and service providers need to be aware of the distinction between these two marketing concepts for them to stand a better chance of selecting promotion strategy...
Advertising is one of the aspects of a promotion strategy. According to Cateora et al., advertising refers to efforts made by companies to use non-personal messages to woo clients, particularly buyers, to influence their loyalty and decisions to acquire particular products or services. Sales promotion is another approach that denotes...
Some countries have found success by promoting the nationality of their products. An example of such an effort is the promotion of Colombian coffee by Juan Valdez. Ecuador’s government had also engaged in efforts to promote roses as one of the primary products to come out of the country. However,...
There are several ways in which Ecuador could hope to promote its products and increase sales. Some of the potential solutions for increasing market share in the rose market is through either pushing the customers to move up-market and buy premium roses, promoting roses as gifts on different holidays, such...
The three customer expectations that can occur are implicit, static, and interpersonal reactions. Each of the said reactions has its pros and cons, and it is common to find marketers prefer one type of reaction over another. To manage expectations effectively, marketers have to create an expectation plan. First, the...
One way to maintain customer relationships is to have an open and effective communication channel. One advantage of the strategy is that it will keep the client in the loop of some of the things the involved company is doing. In turn, the client will feel important and engaged. A...
There are four main unique characteristics of services, namely intangibility, inseparability, perishability, and variability. The biggest challenge faced by the intangibility concept is that some products are not tangible and have to be bought first. The solution to the stated challenge is market research that allows the company to determine...
According to French and Raven, there are five power bases, namely legitimate, reward, expert, referent, and coercive. It can be argued that the five traditional power bases still play an essential role in today’s era of collaboration. It is important to point out that in supply chain collaboration, two or...
The product life cycle (PLC) is an essential consideration in selecting and developing a marketing strategy. It provides a whole overview of the production and sale of the said merchandise. There are four stages of the PLC that allow marketers to predict to some extent the success or failure of...
If companies want to grow, in any of these three areas, there are both opportunities and threats that should be considered. For instance, for DHL, the decrease in price, which is the desired option for clients, will create a new opportunity for the attraction of new clients. At the same...
The core competencies can also be affected in the process of reorganisation or re-planning of the work of the brand. Being critical elements of branding, package, price, and promotion should also be altered during the very first stages of the change process to meet new requirements. For this reason, I...
For companies that want to achieve better results and improve their outcomes, it is critical to devote attention to all three core elements, such as pricing, package, and promotion. In other words, for Dubai Mall, Toyota, Apple, and Etisalat, the improvement of these aspects of branding should come from the...
Branding is a critical element of the work of any company as it helps to generate a competitive advantage and remain more attractive for clients. It presupposes the three core competencies, such as packaging, pricing, and promotion, that help to create a positive image and make clients buy specific goods...
Brand mantra is another critical element of the functioning of any company and its positioning in the market. Usually, it is an articulation of the essence of a firm presented in several words to explain the core values and contribute to the creation of a particular image among clients. For...
Any company that wants to succeed and increase its market share should be aware of its point of difference (POD) and point of parity (POP) as they impact the functioning of organisations and their outcomes. There are also some weak and strong aspects associated with these two phenomena that should...
The flank attack, bypass attack, and frontal attack are the best because they are straightforward to implement. For instance, the flank attack can be launched by providing improved services and lower-priced goods that outrun the products of the competitor. Bypass attack can be initiated by product innovation – selling goods...
When the firm is not a market leader, defensive strategies are not relevant. Instead, the company must take an active position and approach the leader via different means. There are five methods that enterprises may use to challenge their superior rivals. These are the frontal attack, flank attack, encirclement attack,...
In modern business, there are several strategies that allow the company, using proven and reliable solutions and actions, to both expand and maintain the current market share. An enterprise that has chosen the path of positional defense pursues a policy of strengthening the position of goods: enhanced advertising, flexible pricing,...
When the product does not meet the requirements and expectations of consumers, businesses should resolve the issues immediately to avoid losing sales. Failure to do so will spoil the image of the company and lead to substantial marketing costs for subsequent products. The first step is to identify the nature,...
Market penetration refers to a portion of products sold in a particular category or sector by one company, relative to all products sold by all companies in that business. This is often associated with brand recognition, but a company with a high level of market penetration may not necessarily have...
The potential market is consumers with purchasing power and expressed interest in a specific type of product or service. For Apple’s TV, the potential market is people who often watch movies at home, such as families with children, solvent businesspeople who own apartments in the metropolitan area, and media enthusiasts....
In the modern marketing environment, one of the essential tasks of any company is to separate its products from competing products in the minds of consumers. Before a company starts creating advertisements, it needs to find differences between very similar brands. The most critical element in the successful differentiation of...
Many industries are directed by recognized leading companies with the most significant market shares. Such companies usually set standards for competitors, changing pricing policies, introducing new products, expanding distribution channels, and increasing the intensity of promotional activities. The market leader should not be just an observer, as other companies are...
A highly competitive market is characterized by a large number of players, the presence of leading brands, and the constant emergence of new companies. If all companies sell a homogeneous product on the market with the same characteristics, then only those players who have access to cheaper resources or those...
The first step in any marketing research process is to identify the key objective of the project. Research is a source of information that is not yet available to make the right decisions. In the current context, there are three distinct objectives – analyzing the potential market, evaluating the current...
The strategy of intensive growth involves activities in already occupied market segments. It also aims to achieve marketing goals by increasing available resources. This strategy is used by companies that have the opportunity to grow in the existing market with old goods. Market penetration, product development, and market development ensure...
The most interesting fallacy, in my opinion, is the idea concerning the concept of altruism. Sandel discusses it from the economic perspective and thus, diminishes the role of altruism as it exists in the real world. The author claims that altruism can only exist inside the families and in the...
The most exciting thing that I learned from Sandel’s book is the well-articulated fact that from the moral point of view, the modern reality of putting a price on everything causes economic and social inequality. Such a problem evolves in our everyday lives. It was interesting to learn because the...
Michael Sandel objects to long-established market reasoning by attributing the concept of fairness. In the author’s opinion, market forces and price labeling impose unfair distribution of influence among people. The ability to pay more and be promoted or skip a line sets limits to the principles of fairness. Thus, Michael...
Social commerce can be considered one of the most important marketing issues today. It is determined as the direct sales of products to clients using popular social media networks. In general, it differs from social media marketing as users and not offered various online stores, but they are provided with...
Speaking about the deconstruction of shopping, one should remember that there are factors that affect buyers and trigger the appearance of desired behaviours. These might include music, information, atmosphere, supply, price, and many other factors. At the same time, a better understanding of buyers is also an important part of...
Today, it is essential to understand that the shopping environment has the same importance as products’ price, construction, and quality. For this reason, a specific science of shopping is needed to understand these peculiarities better and use them to impact clients. At the same time, retail anthropology, as a study...
Authenticity is taken as a part of subculture as it helps teens to express their feelings and emotions in different ways or to be themselves, which can be impossible in other communities. For instance, belonging to some group helps teens to feel special. At the same time, as far as...
Cool hunting is a marketing agency where they target the teens in their research and focus on the emerging and declining trends in the youth culture in addition to predict new trends that will have the youth’s attention in the future. Therefore, the companies that target youth will benefit from...
With the rapid development of information technologies and the Internet, people all over the world are continuously exposed to information flows in the form of news, blogs, opinions, and advertising. Indeed, the character of ads has significantly evolved with the introduction of online platforms. However, despite a greater number of...
It is evident that so far, Nike has been successful with its advertising campaigns for Nike Football, and the fair use of social media allowed the brand to gain a following that exceeds that of its main competitor Adidas. Hence, I think that Nike will continue to focus on social...
In 2014, Nike introduced the “Risk Everything” advertisement campaign as part of its strategy for brand promotion during the 2014 World Cup in Brazil. Unlike its previous advertisements, Nike focused on its online presence and social media by featuring the video on platforms such as Youtube, Twitter, Vine, and others....
I would argue that Nike “Write the Future” campaign presented as part of the 2010 World Cup marketing strategy was one of the major highlights of this event. Arguably, other football fans would agree since the ad video was viewed by over twenty-five million people in less than five days,...
“Write the Future” is a campaign by Nike that emphasizes the performance of on-field and off-field. To ensure that the advertisement for “Write the Future” was successful, Nike decided to leverage both the online and offline channels. Hence, the media strategy that Nike used to get its “Write the Future”...
Social initiatives such as sustainability and philanthropy became important elements of brand management for many companies, not only those in the sportswear industry. In part, this is a response to the increasing awareness of society regarding the specifics of manufacturing and the impact that companies have on the environment. One...
The 2010 World Football Cup was remarkable for Nike because the company made major changes to its target demographic, advertising strategy, and core values. Firstly, instead of targeting young people aged twelve to fourteen years old, Nike focuses on teenagers who were seventeen years old and older. This shift was...
Understanding the competitive landscape of the global football industry is essential to fully comprehend the level of success and the marketing efforts that Nike has showcased. In the past, the following sportswear brands had a significant presence in the football market – Nike, Adidas, New Balance, and Puma. Currently, the...
My choice of a smartwatch depends on my financial abilities, smartphone brand, and the unique features of the devices. Overall, the balance of price and quality is vital for me, and I am not interested in specialized models for diving or hiking. However, I would like to have a model...
Many smartwatch brands develop several models of smartwatches, depending on the year of creation and customer segment. For instance, some brands choose to separate fitness-specific wearables or devices in the luxury category. Overall, the selection is vast in prices, designs, and functionality. Apple is a company that prioritizes brand continuity...
The chosen product is a smartwatch. Currently, the smartwatch category is represented by many competing brands. The first one is Apple with the Apple Watch, a device compatible with the other products of the company (powered by the iOS 11 and higher). The other brands create watches to work with...
The chosen product is a smartwatch – a wireless wearable that connects to one’s smartphone. Smartwatches display notifications, show time, and have built-in sensors that measure the wearer’s vitals, count steps, monitor sleep, and other functions. As one can see, the primary characteristic of the customer group is the use...
From the undertaken picture on the shelf, it is possible to identify the points of differences (PODs) and points of parity (POPs) for each brand. The buyer will take the shortest time to pinpoint the PODs associated with these brands. The table below gives a detailed summary of such differential...
The selected product for this personal exercise was a mobile phone using the Android operating system (OS). Four mobile phone brands were identifiable from the selected category. The major ones observed included Samsung, Huawei, Oppo, and Life’s Good (LG). From this observation, it was quite clear that the users of...
The selected product for this personal exercise was a mobile phone using the Android operating system (OS). This experimentation made it easier for me to have a clear understanding of the entire marketing process and the issues developers put into consideration before introducing various services or goods. After visiting the...
Linguistically, a trademark genericization can diminish a company’s performance and its brand. Therefore, it is critical to note that branding strategy includes the fact that a trademark must possess a certain amount of aspiration and benchmark identity. The advertising character of a trademark is formed as a result of the...
It is possible for a trademark to become a widely used generic term, which becomes associated with either an object or activity and not with a company. According to experts, a brand name of any well-established organization or company has a regular tendency to become a generic term as time...
The campaign for the third installment built upon the foundation built by the marketing of the previous films. It built a conversation among fans and well-recognized marketing platforms such as the faux fashion magazine, mobile app, and Capitol Portraits. The studio utilized and revitalized existing tools to promote Mockingjay that...
The campaign can be considered successful, as the social media pages garnered multi-hundred thousand followers and millions of likes. The trailers were highly watched on platforms such as YouTube, and there was a large amount of user-generated content. The film’s title and related keywords were among the most searched on...
The storytelling campaign was aimed towards passionate fans of the previous movie and books, driving the large fan base of the popular franchise. The filmmakers, along with the advertising campaign, created challenges that allowed for fans to actively participate and create user-generated content. This became key to the social media...
The promotional mix for The Hunger Games utilized all forms of social media to create brand awareness. YouTube was used to run teasers and advertisements both as separate videos and quick commercials before other videos. The advertisement team created a campaign called Capitol Couture with futuristic fashion and releasing Capital...
The Four-Step Method of creating the analytics-based marketing of movies is essential in the film industry. The first step in a group method is a database that has been collected over time and contains hundreds of millions of names, email addresses, Twitter markers, thousands of news sites, and blogs. At...
Thomas Tull wanted marketing to be one of his studio’s internal capabilities since the hardest thing about a studio is to get the audience’s attention. Producers need to be able to convince people that this movie is worth their attention. As one step in the building of marketing capabilities, Tull...
Many movie rental successes have been filmed in four squares, such as Star Wars, The Wizard of Oz, Avatar, Independence Day, Despicable Me, Harry Potter, Jurassic Park, and The Hunger Games. The agreement to measure the square of the effect in the field of cinematography was to track likely demand...
The segmentation of movie audiences was based on the Hollywood standard known as “four-quadrant marketing.” The quadrants were as follows: men under 25, men over 25, women under 25, and women over 25. Sometimes a fifth quadrant was added, intended for viewers of a particular ethnicity, but in general, a...
Creating accessible movie information as well as selling seats to clients was one of the challenging marketing tasks. The standard formula applied to predict ultimate box office revenue was 2.5 times the opening weekend’s gross. Marketing campaigns included commercials ranging from 90 seconds to 2 minutes, which were typically shown...
As a marketing director, I would make a decision about visuals for the upcoming ad campaign based on the age group to which child customers belong. If a product is primarily marketed toward young children, their parents are their referent group and the source of authority. Thus, these young customers...
At my previous place of work, employees had a high level of involvement due to the use of effective HR strategies. This feature is often seen as a competitive advantage that can help organizations obtain or retain a leading position in the market (Bamberger, Biron, & Meshoulam, 2014). The top...
Trendwatching website. The trends of 2017 seem to be relevant still, as 2018 has not passed yet. One of the most significant trends, as suggested by the Trend Watching website, is the virtual experience economy. The information, which is abundant in the digital world, slightly decreases in value and gives...
a. The study “Battle of the Brew” suggests that more than half of Americans prefer to visit coffee shops where the best coffee is served to those that are conveniently located. In addition to that, the most popular shops turn out to be united under the national chain called Dunkin’...
I believe that the advertisement is effective. It breaks through the clutter and captures attention. The additional fact that it was released at the “right time” makes it more effective. At the time of release, there had been a lot of attention over racial killings. The production team also ensured...
Looking at the chosen advert, one can argue that, indeed, television commercials are not about products at all. The premise suggests that many television commercials will focus on one item or idea and then subtly relate it to the product at the end. In advertising, this approach ensures that the...
The advert has some flaws. For example, there is a clear gender bias in its character development. Despite the flaws, the advert is very good. From an ethical standpoint, one can argue that the ad promotes core values embedded in American culture. It is important to note that the term...
The choice of characters in the ad defines how society sees gender. The ad uses one woman and two men while stating three important values embedded in the American culture. The men represent “soldiers” and “leaders.” The lady, on the other hand, represents “lovers.” Jean Kilbourne, in “Killing Us Softly,”...
The advert, to some extent, highlights the concept of the American culture. According to the advertisement, the American culture is one of peace, hope, and good relationships with one another despite differences. It sells the idea of oneness with the common and unifying factor being citizenship (despite our differences, we...
The advertisement highlights how different people come together to achieve one goal and also to make life better. For example, it shows a citizen hugging and sharing a joke with police officers. It also shows players of different teams interacting well and carrying each other to the finish line. The...
The chosen advertisement by Cadillac was released in 2018 during the Oscars. The advertisement showed how differences could be embraced for the good of the country (USA) and humanity in general. There is a strong connection between the ad’s target audience and its message. The immediate target audience was aged...