Sweeter than Sweet Cupcakes essays on marketing a cupcake and start-up coffee retail establishment that will be located in southwest Arizona. Wireless Powered Communication Networks Essay. Introduction The Report presents a comprehensive analysis of NIKE INC, essays on marketing. Moreover, as Ryals indicates, a relationship marketing approach with the goal to increase customer retention may not always be a profitable strategy, because the costs of retaining customers may be higher than the benefits to be gained from such a strategy. It is necessary to clearly lay down the parameters and criteria for evaluation, for proper evaluation and selection of the markets. Rural marketing involves the process of delivering products essays on marketing are manufactured in urban areas to rural customers.
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Find essays and essays on marketing on: 1. Marketing 2. Direct Marketing 3. Relationship Marketing 4. Green Marketing 5. International Marketing 6. Global Marketing 7. Rural Marketing 8. Services Marketing 9. Digital Marketing Event Marketing. Also learn out: 1. Essay On Marketing Words 2. Marketing Essay Introduction 3. Marketing Essay Writing 4. Essay On Marketing In India 5. What Is Marketing 6. Marketing Business Essay. Further this article will help you to write an incredible essay on marketing. Essay on Marketing: words Marketing is everywhere. Everything from presenting yourself for a job interview to selling your products includes marketing. Main objective of any company is to gain profits which can be achieved only through marketing of the products.
Marketing enables the companies to create demand and earn profits. If these two aspects are not taken care of, then the company will not survive in the market. The history of marketing dates back to the beginning of civilisation. It started with the barter system and when the volume essays on marketing business grew up; traders came into existence. With the industrial revolution happening in the late 18th and early 19th century, the business expanded manifold, essays on marketing. Again with the subsequent progress in transportation and communication system, the business grew across the borders of a country.
It also dealt with the earnings of the traders marketing as a topic first appeared in the first half of the 20th century, with reference to distribution. The process of distribution and the determination of price through the demand and supply paved the way for studies in marketing. In the early stage, marketing was also known for selling and advertising only. But subsequently with the development of marketing as a management study, essays on marketing, it got the essays on marketing place it deserved through the various principles and theories. Marketing affects our day to day life in a significant manner. It is embedded in everything we do—from the clothes we wear, to the Websites we click on to the advertisements we see.
Marketing is about identifying and meeting human and social needs profitably. It is customer-centric and seeks to deliver value and satisfaction to customers wherever they are. Good marketing is the essence of business success. In an economic jungle only customer maniac organisations survive in the long run. Marketing is the business function that identifies current unfulfilled needs and wants, defines and measures their magnitude, essays on marketing, determines which target markets the organisation can best serve, and decides the appropriate products, services and programmes to serve these markets.
Marketing serves as the link between society needs and its pattern of industrial response. The basic objective of all economic activities is the satisfaction of human wants. Marketing makes goods useful to the society by getting them where they are wanted, when they are wanted and by transferring them to those people who want them. In this journey of goods from the manufacturers to ultimate consumers several difficulties have to be removed. Firstly, goods are to be removed from the place of their origin to the place or places where their need is felt, essays on marketing. This is creation of place utility. Secondly, goods are to be made available at a time when they are needed.
It means they must be stored or protected against fire, rain, pests, thieves etc. till that time. This is creation of time utility. Finally, the ownership and ultimately the possessing essays on marketing these goods are to be transferred from the producer to the consumer. This has been referred as the creation of possession utility. Thus marketing is the economic process by means of which goods and services are exchanged and their values determined in terms of money prices. Marketing is a process of getting the right products to the right people at the right price and at the right place and time with the right promotion. Marketing can also be defined as process of planning and executing the conception, pricing, essays on marketing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives.
Creating customer value and satisfaction are at the very heart of modern marketing thinking and practice. A very simple definition of marketing is that it is the delivery of customer satisfaction at a profit. Sound marketing is critical to the success of every organization. The utility of marketing lies in its ability to deliver what the customer wants— essays on marketing outstanding value at an affordable price, essays on marketing. It helps the producer to take the products and services to the street and get noticed. Essay on Direct Marketing : words Under general marketing, marketer depends upon advertising, sales promotion, essays on marketing personal selling to promote their products and use some channel of distribution to bring about mass distribution.
Essays on marketing is used for awareness, interest and to build the brand image, essays on marketing. Sales promotion is required for impulse buying or offering USP to buy now, essays on marketing. Personal selling is employed to convince the prospect and close the sale. Under direct marketing all the three means of promotion are compressed to induce direct sale without the help of any middleman traders, essays on marketing. Direct marketing is selling product and services to customers without the use of channel members. A direct marketer is an essays on marketing that uses personal selling, advertising, sales promotion, electronic media, vending machines, etc. Telemarketing i. Major Direct Essays on marketing Non-Store Retailing Methods :.
Marketer can use door-to-door selling through trained sales force. In India Eureka Forbes is marketing its consumer durables, vacuum cleaners and electronic water filters through in-home or direct selling. Initial contact may be made by phone or mailed-in-coupon. This method is costly but effective. We may have a party plan approach. A host invites friends to a party, a salesman makes a sales presentation at the party. The invitees can shop in a friendly and social environment. In India, manufacturer of Nutrela Soyabean product decided to go to the consumers directly, and teach them how to use the product. They would make a few dishes with Nutrela granules.
While cooking, they would comment on the goodness of soya and its economy. The consumers would test and also learn what all could be done, essays on marketing. This method was very successful in creating market for that novel product. The dial-n-order, i. Telephone-shopping and getting free home essays on marketing is very convenient and also cheaper method for double-income families. In-store sale is supplemented by telephone selling by a marketer as it is cheaper than in-home sale through salesforce. The growing satellite networks can create brand awareness and facilitate phone buying and selling.
IT and Internet are extensively used for buying rail, essays on marketing, bus and air tickets and booking hotel accommodation. Standardisation, grading, branding, and packaging brought about the growth of mail order sale, i. The seller approaches the prospects by mail publicity, i. Up-to-date mailing list is maintained. All selling is done invariably through regular advertisements and direct mail publicity. Sometimes, local agents are also employed for order collection, execution as well as collection of essays on marketing, when sale is by instalments, essays on marketing. However, usually orders are collected as well as executed through the mail by V.
Marketer may receive orders on phone also, essays on marketing. Examples of Goods Sold by Mail-Order are- Books, Toys, Cutlery, Watches, Fountain pens, Clothes, Footwear, Small appliances, Common drugs and cosmetics, Ready-made Foods, Household furnishing, etc, essays on marketing. Follow-up method is usually followed in mail-order by sending a series of letters to persuade and gain action. Readers Digest, Time and many such magazines have perfected the mail-order method for securing renewals or new subscriptions. Anjali mills of Bangalore is selling Anjali sarees in the price range of Rs. It sends coloured picture catalogues providing adequate information, essays on marketing. Many mail order sellers regularly send catalogues to consumers on their mailing list.
Direct marketing through mail order method is firmly established in all markets.
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Younger potential fans, particularly Millennials and Generation Z, can be targeted with advertisements focusing on the particular athletes and players that the school program has. This may help attract a younger audience by presenting relatable representatives from the athletics program. Once the community is aware of the athletic program and a fanbase has been created, fundraising can begin. Crowdfunding can be used, with rewards for individuals who contribute specific amounts, such as the ability to participate in meet-and-greets with the players and discounts on merchandise. Athletics events can be streamed on online platforms, which, together with an advertising affiliate, can generate revenue.
This sort of strategy may lack focus and does not ensure that fans will feel the need to donate. The second marketing plan is from the Winona State University Department of Intercollegiate Athletics. This plan aims to expand the brand and marketing for WSU Athletics as it seems that the program had little prior marketing The Winona State University Department, n. It is a three-part strategy, aimed at increasing student engagement, connecting with the alumni network, and promoting more community awareness of the athletics program.
Lastly, the marketing plan for the Ohio State Buckeyes. It focuses on integrating the athletic body into the general student body. Additionally, the plan calls for special mentoring programs for student-athletes to increase the number of student-athletes in honors programs. This plan is well structured and builds up to a clear goal; however, it is time-intensive and may take a year or more to pay off. The Winona State University Department of Intercollegiate Athletics. The way in which tourism organizations take advantage of IT tools may determine their future success Strategic planning is important for the food service business, because it matches market opportunities with business strengths and provides direction to achieve set goals.
This enables an organization to successfully draw a path and progress As Ong Biscuit Sdn. foresee that their existing product range might fail to support such a rate of growth in the future, they turned to ideas for new products as solution. Their product range covers effectively the middle price market segment, which is the most important part of the entire market in value terms. A new product is adopted, biscuits for a slimming diets, biscuits with Objective: All Toys' vision is to be the World's Greatest Kids' Brand destination on the internet, not only offering parents and families a broad selection of products but to also create a magical playtime memory along with everyday essentials, being able to provide the resources necessary to keep their kids safe and happy.
The aim of this e-business plan is to help our business deal with the Indian Tobacco Company was incorporated on August 24, It was initially known as Imperial Tobacco Company of India limited. Limited in In this term paper we study about different retail formats prevailing in India and various ownership styles followed by these retail stores and after discussing all the aspects we find out that which ownership style is efficient for retailers and is suitable for coming retailers and also has future growth. We find out franchises is best form of ownership. It converted mom-pop stores into organized form by Introduction The boost in competition, produced by the globalization of markets, had made the marketing mix a key factor for companies to be successful, or even to stay alive Hollensen, Promotion has become ever more useful to have an effect on consumers' attitudes and behaviour as a part of the marketing mix.
Conventionally, promotion was consisted of advertising, PR and sales promotions Vignali, Executive summary This report aims to conduct a PESTLE analyse to better understand Hilton's marketing environment and create efficient tactics to delivery value proposition to customers in the following six months. Facing the external factors of recession, decline in overseas tourism and even the Volcanic Ash. Some tactics are adopted ,which focus on different customer groups, ranging from the hotel's service itself to promotion, public relation and The research carried out in this project was based on the performance of Ocado, an online grocery company and being online business how this company differentiates itself from other companies in the same industry and get advantages of e-business in this modern era of technology.
A marketing plan is a written document that details the necessary actions to achieve one or more marketing objectives. It can be for a product or service, a brand, or a product This report tries to analyse a very important situation the Home Care Division at 'Unilever' found itself during the late 's in Brazil. This report is based on the findings of project "Everyman" a market research carried out in Brazil in order to understand the regional divide in terms of the income, The demographic segment focuses primarily on 5 elements-the population's size, age structure, geographic distribution, ethnic mix, and distribution of income. The products that Macy's Inc.
offers to customers cover a wide range of ages starting from newborn babies to women and men of over the age of Macy's has over operational department store and furniture galleries in 45 states in addition to operating a fully This assignment examines Apple according to value chain analysis. For proper study of this organization according to value chain analysis one must understand what value chain analysis is. The concept of value chain analysis was introduced by Michael Porter in the s. Most of the businesses and organizations do have some activities or processes that add to value of that organization. When these activities are linked together New product development is one important business activity which reflects to the changes of the current market condition as well as competition in every business industry.
Therefore, such monumental changes have given an impact to the commerce that forced companies to innovate their product even more intensely. As a result, business firms must actively innovate to cut through the clutter of the complexity and difficulty of new The majority of research into tenant mix has been concerned with the importance of tenant mix and review of nearly non-existent ideal tenant mix principles e. For example, there is a great deal of research that emphasizes the importance of creating a tenant mix model for proposed shopping Exchange processes involve work. Sellers must search for buyers, identify their needs, design good products and services, promote them, and store and deliver them.
Activities such as product development, research, communication, distribution, pricing and service are core marketing activities. Business market consists of all the organizations that buy goods and services to use for producing other products and services that, in IKEA is a company implementing the low cost strategy. Also as the case study suggests now they have also started to differentiate their products. This means that IKEA is now focusing on becoming a best cost provider where according to case study the organization might run in to a stuck in the middle. For critically analyzing the case study some of the strategic models such as porter's Now a day in this business word everyone wants to be a global company.
To expend the business in a new area this module International marketing strategy help us to make a clear view how to enter a new market and what criteria have to follow to be successful in international market. By following these organizations can achieve the position within a short possible time. It may Operation management is a department which oversee, design and re-design all the business operation in the organization that is related to the production of goods and services. This department has the responsibility to monitor that operations of the organization are efficient in terms of using it as needed and effective in terms of satisfying the customers.
Here the example of a Multinational company is given; this is AIM: The main aim of this course work is to find the strategy of our chosen company follows for it development for the last years and evaluate the current strategy and assume its future strategies. Evaluating all the strategies of a company which helped for its development. Introduction: Virgin group was founded by Richard Branson. Virgin group first started with a magazine called student. This started CHAPTER 6 6. The recommendation for future research is also included in this chapter.
BTHR first saw a gap in the luxury resort market in Phuket, and sought to tap into this market with a value proposition of a premium but affordable luxury resort. Strategic brand management was thus vital. Having targeted a niche market, Banyan Tree had the first-mover advantage amongst its competitors. But it was its consistency in delivering its brand promise that led to word-of-mouth recommendations on "Banyan The McDonalds is the worlds second largest fast-food chain. McDonalds has stores in countries. The vast majority of businesses has not own by the company, other businesses operated franchise.
The hamburger has become a very popular dish in the United States due to its low cost. Richard and Maurice McDonald brothers in , began to sell hot dogs. Business was so good in , Monrovia opened They are referred as intrapreneurs who are given a budget and a garage to develop new products. This team tries to push new products into the business markets by collaborating and using new developments in the new product. They help engineers to create what the customers really want and meet their expectations. According to an article Introducing new market offerings, , some of the venture teams criteria SWOT ANALYSIS: A. STRENGTHS: Nokia Corporation NYSE:NOK is one of the world's largest telecommunication equipment manufactures. Nokia has largest network of distribution and selling as compared to other mobile phone company of the world.
It is backed with the high quality and professional team in the HRD department. The financial aspect of Nokia is very strong as it has many other profitable businesses. It has been getting Strategic alliances are collaborative organizational arrangements that use resources or governance structures from more than one present organization. Strategic alliances have three main characteristics, First, two or more firms partnering remain independent to the formation of the alliance. Second, alliances perform the feature of ongoing mutual interdependence, from which one party is vulnerable to the other party.
Mutual interdependence between party leads to shared control and management, In real, individuals expect for different consumption needs. In order to achieve the objective of consumption needs of everyone, there are four generic service outputs should be considered. These are relating to time, place and delivery needs of the channel. First of all, the first service output, spatial convenience is defined as the degree of channel centralization and decentralization. In term of time and place of shopping Market segmentation is a process that involves the dividing the large market into different groups of consumers who with different needs, characteristics and behaviors for the product offer in the market Kotler, Adam, Denize and Armstrong.
Marketer has examined and analysis the consumers market segments are based on the geographic, demographic, psychographic and behavioral segmentation. First, the geographic segmentation is to collect and analysis the information of In the recent years, there has been a surge of global fashion brands; triggered by the intensive involvement of internationalisation processes in the fashion industry. Indias modern dairy sector has expanded rapidly. India is recognized as a biggest and fastest growing market in the world for milk and milk products. Indias dairy market is multi-layered.
It's shaped like a pyramid with the base made up of a vast market for Chocolate. The bulk of the demand for Chocolate is among the Rural areas whose requirement is large. India's dairy sector is expected After the analysis, we conclude that Tesco Extra Cheras, using Geographic segmentation to segment its market Philip, K From the location of the Tesco store, we can see all its stores located in urban and sub urban area, so we believe that Tesco serve its customer based on density of population. Effective segmentation criteria Measurable- The size, purchasing power and profiles on the segment can be Competitive advantage is a position that a company earns return on its investment that is higher than the cost of the investment.
Competitive advantage should be relevant, unique, and sustainable. Porter The term competitive advantage is the ability gained through attributes and resources to perform at a higher level than others in the same industry or market Christensen and Fahey It is important David Beckham, celebrity football player's had its highs and lows. But part from everything, one thing remains similar, David Beckham has rarely left out of by the media or the public eye Vincent et al. For around 10 year, debut of Beckham in for Manchester United, gave his career more strength and strength, his talent on the field, their soaring marketing appeal is a game Consumer faces low buying power because of fragmented and have littleinfluence on product price. Comparing the buyer power retailers it is very high since they are needed to negotiate the price with their competitors.
Supplier power ITC Consumer product faces few quantity of supplier power simply due to the cost they effected when switching supplier. Suppliers are doing high volume of business with these companies are also This chapter starts with the introduction of the research's topic. Firstly, I will explain the overview for the customer loyalty. After that, research background, problem statement and research objective will discuss on this chapter. Besides, the justification, scope of the study, and limitation of the study hand been thoroughly discussed in chapter one. Finally, I will give definition for the importance term that I often use in This chapter will present descriptions on the case study.
The purpose of presenting case descriptions is mainly to position the background for the analysis and discussion. Section 5. CRM stands for Customer Relationship Management. It is a process or methodology used to learn more about customers needs and behaviors in order to develop stronger relationships with them. There are many technological components to CRM, but thinking about CRM in primarily technological terms is a mistake. The more useful way to think about CRM is as a process that will help bring together lots of pieces KFC is a major quick serving restaurant QSR serving over 12 million customers on a daily basis through its 21, restaurants in countries. This assignment views the marketing strategy that KFC implements.
Prior to that, the assignment gives an introduction about KFC, its establishment and history. Throughout the years, KFC has lost a large number of their market share to other healthier fast food restaurants due Strategy is a high level plan of an organization to achieve their goals which means that it shows what the organization wants to achieve and how the organization achieve their goals. In other word, strategy is a comprehensive plan that sets long term direction and guides resources allocation to accomplish an organization's objectives. LoPresti, Strategy involve the purpose of the organization, the goals and objectives of This is due to the fact that the businesses are becoming increasingly aware of the need for market information on ongoing basis and the desire to reduce customer turnover rates in the current hard There are 4 main general pricing strategies, which covers both long-term and short-term pricing considerations: 1 Hi-Lo Promotion 2 Every-day-low Price EDLP 3 Discount 4 Premium.
Some overlap is possible. Thus a premium retailer can operate a hi-lo promotional strategy e. Sainsbury's whilst an EDLP operator can also offer a premium product range. As the general food purchasing come from the grocery, examples of the pricing In the first place we looked at the debates from both sides of standardization and localization that leads to the identification of the advantages and disadvantages of either strategy. Under the cultural Mintzberg, Archie B. Carroll defined three types of planning consist of: "To Do List" Planning Strategic Planning Operational Planning This report focuses on the strategic planning principles and range of tools and techniques involved The Hyatt Regency is delegate of the five star brand.
Hyatt Regency encompass the full selection of hotel types, with person properties offering a full range of skilled services and dining options customized to fulfill the needs of conference, business travelers or resort vacationers. Hyatt Regency enables all guests whether they are traveling to work, calm down or gather in festivity to feel creative and revived. Greenfield ltd was established in England in and has become a market leader in the manufacturing and supply of antiperspirant deodorants and body spray in the united kingdom. For more information, please refer to our enclosed annual report,promotional brochures and website.
Antiperspirants, deodorants and body sprays help stop wetness and body odour. Our product leaves no stains or colour after use. It keeps the user fresh For over the past substantial number of years, the Coca-Cola and Pepsi companies have been the two leading and competing companies as far as the selling of beverages is concerned. The nature and behaviour of the bureaucracy and the procedural system or styles are also important factors to be considered. The number of firms and market competition also influence on the market share and profitability therefore it must be considered before entering in a new market. Promotion strategy for global marketing may change from one country to other, companies may run the same advertising and promotion campaigns used in the home market or change them for each local market, a process called communication adaptation.
If it adapts both the product and the communication, the company engages in dual adaptation. Consider the message the company can change its message at four different levels. The company can use one message everywhere, varying only the language, name, and colours. The use of media also requires international adaptation because media availability varies from country to country. India, Belgium, and France do not allow cigarettes and alcohol to be advertised on television. Saudi Arabia does not want advertisers to use women in ads. Marketers must also adapt sales-promotion techniques to different markets. Sales promotion techniques also depend on business law regulation authorities in that country.
Pricing is a difficult task for multinationals as it is influenced by several factors like taxation, cost of production, size of market etc. Multinationals face several pricing problems when selling abroad. They must deal with price escalation, transfer prices, dumping charges, and gray markets. When companies sell their goods abroad, they face a price escalation problem. Companies have three choices- Setting a uniform price everywhere setting a market-based price in each country and setting a cost-based price in each country. Setting of network of distribution and channel members is a difficult task especially in case of FMCG products.
The second link, channels between nations, gets the products to the borders of the foreign nation. The decisions made in this link include the types of intermediaries distributors, agents, trading companies that will be used, the type of transportation and the financing and risk arrangements. The third link, channels within foreign nations, gets the products from their entry point to final buyers and users. Another difference lies in the size and character of retail units abroad. Large-scale retail chains dominate the U. market but in developing and underdeveloped countries retailing is in the hands of small independent retailers. Like in India, millions of retailers operate tiny shops or sell in open markets. In selecting products for global markets the firms should know that high profits can be earned by economies of scale.
The local culture is under attack from external influences resulting in a more homogenous global culture. Some products which are popular in Europe and US may not accept in other countries like beef burger in India is not acceptable by Indian customer as majority of customers belongs to Hindu religion. Cultural factors must be considered while launching a new product in new market. iii Protective of the existing position and competitive marketing. Marketing is socio-cultural centric, ethno-centric, geographical regions-centric, climate-and-time-centric, and effective demand-centric. In monochronic easy-paced also known as M-time marketing the challenges are a few only.
In polychronic T-time or fast-paced marketing there will have to be dynamic and constant adjustments for multi-sided marketing. Things produced in rural areas are generally processed in towns and cities. The same come back to rural areas. Things produced in rural areas can be exported as they are ofcourse but before that the urban operators have to process, produce and package them. Operations in rural areas cannot assume gigantic proportions. Goods from international marketing can be sold in rural areas also e. Franchised marketing seldom reaches the rural areas; it remains concentrated to areas with very high income or purchasing power. Rural marketing is regular as well as irregular seasonal or sporadic.
Initiative marketing is to get a foothold in rural areas. Then comes accelerating, developmental or stimulating marketing of selling more and more. Seasonal marketing is essentially reshuffled marketing……….. one type of marketing taking over where the other type ends. All rural areas have synchronised peaking of marketing when it is not possible to sell more there. De-marketing is to discontinue marketing due to losses. Marketing is maximisation of use values for the buyers and of the exchange values for the seller. It is a process of indirectly equating demand and supply. Right commodities, goods and services reach the right persons at right prices and at right time.
The increased purchasing power of rural customers has attracted the attention of urban marketers. After green revolution, the rural market started consuming a significant quantity of products manufactured in urban and industrial areas. Thus, the marketers have made special marketing strategies to enter the rural market by offering the product in smaller quantities and promoting it in regional languages. Further, these strategies emerged as a concept of rural marketing, which is different from agricultural marketing. Rural marketing involves the process of delivering products that are manufactured in urban areas to rural customers. However, agricultural marketing involves delivering agricultural products manufactured in rural areas to urban customers.
For example, electronic gadgets are manufactured in urban areas and also delivered to rural areas. On the other hand, crops are manufactured in rural areas and delivered to urban areas. In rural areas, the products are distributed through wholesalers, retailers, and unconventional distribution channels. For example, Hindustan Unilever used an unconventional channel, such as Shakti to widen the scope of distribution in rural areas. Marketers need different strategies to enter the rural market. Client and Location Specific Promotion — It refers to the strategy designed to suit a particular location and clients.
Joint or Cooperative Promotion — It implies that strategy involves participation between marketers and rural clients. Bundling of Inputs — It includes the sale of various related items to rural customers or clients by the marketers. It also includes after sale and credit arrangement services. Management of Demand — It includes continuous market research of needs and problems of buyers for continuous improvement and innovation to sustain in the market. Developmental Marketing — It refers to the improvement of marketing programs to achieve the organizational objectives. It involves managerial inputs to develop the market size of the organization.
Unique Selling Proposition USP — It presents a unique feature of product to attract rural customers to buy the product. Extension Services — It refers to provide additional services, such as providing training to rural customers to use the products. Partnership for Sustainability — It refers to utilize the relationship for long and continuous business with rural customers. Essay on Services Marketing: Service includes all economic activities whose output is not a physical product, is generally consumed at the time it is produced and provides added value in the form that are essentially intangible concerns of the purchaser.
The promotion of economic activities offered by a business to its clients may be termed as services marketing. Marketing of any act or performance that one party can offer to another party is essentially intangible. Physical goods and services can be looked at in terms of benefits offered, as well as features and specific attributes associated with those benefits. Service concept is based on levels relating to customer need-satisfactions, benefits and features, these levels are:. If a person is hungry, need is food and when a person buys insurance core benefit is security. A hungry customer may decide to visit a restaurant in order to satisfy their need for food.
They will expect a certain level of service to be offered — a range of items on the menu, for example, clean and good surroundings and prompt attention from staff. Similarly, the business customer will expect professional advice, expertise and practical help from an advertising agency or financial consultant. The expected service reflects standards required or expected by customers to satisfy their needs. Augmenting the service offering, or making it better in some way, is the means by which service providers differentiate their offering in an attempt to influence consumer choice. Extra features, over and above the expected service, can be added to make the service more attractive to prospective consumers.
Good interior decoration, furniture, music and light in a restaurant are the example of augmented services. The augmented service is the way in which service providers fine-tune the marketing mix to differentiate their service and make it stand out from the competition. The core service in a fast food business is food, expected services are hygiene environment, choice availability, prompt service, good delivery system and Augmented Services, are Exotic menu, Interior and exterior decoration, air conditioning, live music. There are mainly four characteristics of services:. i Intangibility — Services cannot be touched and thus they cannot be inventoried, displayed or communicated.
ii Heterogeneous — Services are non-standardised, i. It depends on various uncontrollable factors like mood swings of customers, climate, service executor etc. iii Inseparable — Services cannot be separated from production and consumption, thus mass production is difficult in nature. iv Perishable — Services cannot be returned, resold or stored, e. Service marketers face marketing challenges which revolve around issues such as:. Keeping and dealing with promises made to the customers. The link between organisation and its customers is External Marketing. It represents the promises which organisations make to their customer with reference to products or services they offer. Interactive Marketing — It is a process of keeping the promise made by the organisation to the customer along with delivery of a quality service to the customer.
Internal Marketing is the process that enables service marketers to deliver promises to customers. Through internal marketing the organisation reveals that both customers and the employees need to understand the promises made by the organisation. Extended Marketing Mix 7Ps for Services — Generally Marketing Mix of products talks about 4Ps viz. People — People that are directly or indirectly involved in the consumption of a service are an important part of the extended marketing mix. Knowledge workers, employees, management and customers often add significant value to the total service offering. Process — Procedures, mechanisms and flow of activities by which services are consumed Customer management process is an essential element of the marketing strategy.
Physical evidence — It is the ability and environment in which the service is delivered. It includes both tangible goods that help to communicate and perform the service, and the intangible experience of existing customers and the ability of the business to relay the customer satisfaction to potential customers. Essay on Digital Marketing for Students: Internet and mobile technologies have revolutionized marketing, just like they have done with the other areas of our life. Digital marketing is getting rapidly popular. In fact, the boundary between traditional media like Newspapers, TV, Radio etc. and newer media is getting blurred day by day With the advent of digital media, marketing communication is in a huge flux and constant innovation is the name of the game. New options, new ideas, new approaches, new solutions are coming daily, changing the existing scenario suddenly and drastically.
Digital marketing uses Internet and mobile at the core of its functioning. All marketing options or channels which use these technologies are part of digital marketing. Some of the digital marketing channels are Internet Search Engine marketing, Search Engine Optimization, E-commerce, Display advertisements on the web, Social media marketing, Email marketing, Mobile marketing, App-based marketing, Games based marketing, Content marketing Blogs, Video, Audio, Images etc. This list is growing. To stay relevant in the current times, we must incorporate digital marketing in our overall marketing plan. It provides some distinct advantages. It facilitates a dialogue with the customer, allowing deeper engagement. Digital marketing is little technical. So, some expert help may be required in successful implementation of a digital marketing initiative.
We may hire or outsource such an expert help. There are numerous channels available for digital marketing. We must choose the right channel or option which reaches our target customer and which is suitable and appropriate for our product or service. If our target customers are teenagers, we may consider social media, image sharing and chat sites and apps. If we target businesses, we should focus on search engines, video sharing, blogs etc. We should establish our purpose, strategy, approach and budget for our digital marketing initiatives. If we are clear about why we are doing what we are doing, our digital marketing will be more effective.
To establish a dialog and deeper relationship with our regular customers. Each channel requires a different approach, so it should be handled with care. Selection of search engine should be done based on its popularity among our target customer group. How and what you should post on one social media site may be different from the other. How and what to put on our video channel may be different from what should we do in our blog. Digital marketing offers a lot of control to the company, but at the same time, it also exposes the company directly to the customers and general public. Digital marketing allows customers to directly interact with and react to the company. So, customer relationships should be handled very carefully and responsibly. Online brand reputation must be safeguarded closely.
Any adverse interaction with a customer may damage the brand or company reputation, because all that is happening in front of the public eye. So, it is very important to be very careful in managing our online reputation. Digital marketing is fast. We have to prepare our organization to be equally agile in responding and acting. A lot of activities of digital marketing can be centered on our web site. So, proper attention to managing our web site can become a part of our digital marketing efforts. Digital marketing is ever-changing and is evolving very rapidly.
We must keep adapting to the changing landscape. We must allocate some dedicated manpower and resources for taking care of the same. Essay on Event Marketing for Students : Event marketing promotes products through sponsoring events, such as sports, contests, and art exhibitions. An organization adopts event marketing to establish good public relations among the members of the target market. The organization can distribute free samples of the product to develop a positive image for the product. Event management links the organization with an event for their mutual benefits.
In event management, an event gets sponsorship; whereas, the organization gets the opportunity to advertise its brand. The organization passes through various activities before taking up any event proposal. It develops an idea about the suitability of the brand with events. All the events cannot match with the image of all the brands. It refers to recognizing the type of audience who could attend the event. The gazal concert attracts serious audience so the brand having serious image, such as Life Insurance Corporation may attract the audience. It refers to selecting the theme of an event to project the brand and attract the attention of audience.
The event industry also performs post-event analysis to ensure favorable return on investment. An event manager needs to have certain skills to make the event successful. Negotiating Skills — Follow the process of communicating back and forth to reach an agreement between the sponsor and event organizer. Creative Skills — Develop through a continuous practice on any idea. These skills do not come naturally and need to be developed. Planning Skills — Help in chronologically scheduling the events to maintain the attention of the audience. Executing and Implementing Skills — Refer to managing minute details to make an event successful. Increasing Awareness about the Brand — It refers to brand recognition and brand recall by the audience.
For example, Frito-Lay, an associate organization of PepsiCo, used balloon festivals to increase brand awareness of its vegetable crisps. Reinforcing Brand Image Association — It refers to match the brand image with the events. For example, MRF Tyres sponsor car racing events to increase brand association of its products with vehicles. Enhancing Corporate Image — It refers to make an organization prestigious and improve brand perception among the customers. Evoking Feelings — It refers to arousing the emotional buying behaviour of customers. For example, sports car advertisement in Formula one race evokes the feeling of purchasing the car.
Expressing Commitment to Social Issues — It refers to making customers feel that the organization is associated with social causes. Creating Opportunity for Promotion — It makes scope for the promotion of a brand. For example, Idea cellular sponsored Idea Star Singers program on television and claimed a huge success in increasing the sale of its products. The organization can select one or more events to promote its products through sponsorships. Now, let us discuss the opportunities that the organization can gain from event marketing in the next section. Event management has seen tremendous growth over the last few years and provided great opportunities in the field of event marketing.
Nowadays, the events are organized at both small and large scales. The small-scale events include business meetings, conferences, and seminars. On the other hand, large-scale events involve product launches, film festivals, and national and international sports events. The growth in number of festivals has increased the scope of marketing events. The event industry requires managers with convincing, negotiating, coordinating, and planning skills to successfully carryout the event. The managers with these qualities can grow fast in this industry. An organization sponsors an event by providing resources to get publicity through advertising products in the event.
Television and Radio Program Sponsorship — It includes providing money to broadcasting channels to advertise in movies, serials, matches, and other events on TV or radio. For example, Cadbury sponsors Coronation Street. Sports Sponsorship — It refers to organize events to attract significant media coverage. Sports events, such as cricket, football, and hockey are famous among audience. Sponsoring these events can create brand awareness among customers.
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