StudentShare
Contact Us
Sign In / Sign Up for FREE
Search
Go to advanced search...

Marketing - Essay Example

Comments (0) Cite this document
Summary
Other terms that are used in place of market segmentation are focus strategy, target markets and market niche. Market segmentation is a strategy by the company to divide the entire…
Download full paperFile format: .doc, available for editing
GRAB THE BEST PAPER96.7% of users find it useful
Marketing
Read TextPreview

Extract of sample "Marketing"

Download file to see previous pages These strategies are divided broadly into strategic scope and strategic strength. 2
A strategic scope relates to the demand of the products or the services that the company deals in and it focuses on the demand size and the component of the market. Strategic strength focuses on the supply of the products or services. Porter then came up with three strategies that reduced the broadness and the ambiguity of the previous strategies; these strategies included cost leadership, differentiation and market segmentation. The three strategies are drawn in a cube with the focus strategy being in the narrow segment and the other two being relatively broad.3
According to Porter, companies that gain a competitive advantage are those that strive to combine the three strategies effectively. Market segmentation can be combined with the differentiation strategy and ripe the company very effective results. Combinations of the strategies that are grouped in the broad category of the cube are a bit difficult to combine but that does not mean that they do not take place.
Segmenting the market into niches helps the company to scope itself, increase the concept of demand and increase the company’s market share. Market segments also affect the strategies that relate to innovation and give the company the edge technology. This is because reducing the size of the market gives the company the specialization of the market and therefore, a chance to concentrate on aspects of improved technology. This presents the company as the pioneers of innovation. A multi-dimensional approach is a kind of approach where the company incorporates all the variables of market segmentation in coming up with its niches. These variables are broadly divided into; geographic variables, demographic variables, psychographic variables and behavioral variables.4
2.1 Geographic Variables – this is the ...Download file to see next pagesRead More
Cite this document
  • APA
  • MLA
  • CHICAGO
(“Marketing Essay Example | Topics and Well Written Essays - 1250 words - 17”, n.d.)
Marketing Essay Example | Topics and Well Written Essays - 1250 words - 17. Retrieved from https://studentshare.org/miscellaneous/1559781-marketing
(Marketing Essay Example | Topics and Well Written Essays - 1250 Words - 17)
Marketing Essay Example | Topics and Well Written Essays - 1250 Words - 17. https://studentshare.org/miscellaneous/1559781-marketing.
“Marketing Essay Example | Topics and Well Written Essays - 1250 Words - 17”, n.d. https://studentshare.org/miscellaneous/1559781-marketing.
  • Cited: 0 times
Comments (0)
Click to create a comment or rate a document

CHECK THESE SAMPLES OF Marketing

Marketing

...not seem to be aware of these parking lot. Throughout its existence, the expansion has brought positive gains but the last expansion did not bring additional sales. This paper will carry out a marketing analysis of Don Martin and this will be organized into three sections. The sections include problems and analysis, alternative analysis and a recommendations section. Problems and Analysis Don Martin Limited has always strived to expand thereby increase sales which would eventually translate to high profitability. To achieve this, the company has made several acquisitions given that initially it only had a total area of 45 meters squared (Grasby et al 379). The expansion has always produced an increase in the sales...
5 Pages(1250 words)Case Study

Marketing - Exam on Marketing

...and the specific audience the business is trying to reach. II. While integrated marketing communication is a complex field, there are a number of specific IMC drivers. The primary drivers of integrated marketing communications include message clutter. Another notable driver is the need for consistency in brand differentiation. One considers that in organizations such as Coca-Cola this is evident in that a single logo and advertising campaign that are implemented for set periods. Still, other drivers are evolving technology and forming transaction to relationships. One considers that there are a variety of specific examples where these elements occur. In terms of evolving technology the Internet has...
3 Pages(750 words)Essay

Marketing and Marketing Strategy

The first product that I choose was an automobile. This was a high involvement purchase. This is because the product was expensive and would have a significant impact on my life. Moreover, this was a product that I had to spend a considerable amount of time and also effort searching for. This was also so because there were significant differences between the brands that were available at the time in terms of their performance and quality ("Indmedica - CyberLectures - High Involvement Purchase Decisions", n.d., p. 2). However, the second product that I chose, newspaper, was a low involvement purchase since the product was that which is habitually purchased and therefore the decision of choosing it required very little effort. It w...
4 Pages(1000 words)Coursework

Services Marketing - Internal marketing

...TABLE OF CONTENTS 0Introduction 1 Public Services 2 Distintive Nature of Services and Web-based services 2.0Public sector services compared to Private Sector services 2.1 Evaluation of Web-based services 3.0 Conclusion and Recommendation 1.0Introduction The marketing mix has its origin in the marketing of goods for consumer markets and consists of the well known 4P's: Price, Promotion, Place, and Product. The marketing mix approach has been criticized for being incomplete, because it does not bear in mind customer-needs and it industrial marketing (Bitner, 1995, Gronroos, 1990a; Gummesson, 1997). Information technology has changed the world to the extent that it has become infused with life and work...
10 Pages(2500 words)Essay

Marketing Communictions Strategies of the Col Drinks in the UK

Unfortunаtely for smаll soft drink compаnies such аs the Double- Colа Co., the prize of less thаn one percent mаrket shаre is won only by fighting а dаily bаttle for survivаl, especiаlly аgаinst industry giаnts Cocа- Colа аnd Pepsi- Colа.

The following investigаtion is а cаse study of the successes аnd fаilures of one smаll compаny in the soft drink wаrs. It is а testаment to the meаning of brаnds аnd the lengths thаt loyаl consumers go to keep Double- Colа аs their fаvorite beverаge. Аnd it is аn evаluаtion of how аdequаtely the current regulаtory environment serves the needs of these consumers аs well аs Double-Colаs owners аnd bottlers. It аddresses criticisms thаt the regulаtory environment permits аn uneven plаying...
19 Pages(4750 words)Case Study

Integrated Marketing Communications Programme for Crunchy Crunch Company

The Crunchy Crunch Company (CCC) has been in the business of making crisps and other snacks for many years. They want to build on their reputation for traditional health-conscious consumers. Therefore, they have made the brave decision to move away from the traditional products it has in its portfolio and are about to launch a range of healthy snacks. The brand name for this range is "Fit" to reflect the healthy nature of the products and the people consuming them. So far, four varieties will be available: Fit Fruit (Fruit and corn-based snack) Fit Quiche, Fit Frosty (a savory ice cream) and Fit Crackle (a crisp like product).

“According to the American Marketing Association, marketing research is the systematic g...
8 Pages(2000 words)Case Study

The Marketing Communications Strategy & Mix: Sports Company

Despite the challenges that Adidas met in the 90s from fierce competitor Nike, the company hit the rebound by the end of that decade and has reclaimed its position as one of the leading sports companies nationwide. Considering that the company almost went bankrupt at its lowest point, it managed to rise and compete once again in the market.
With Adidas’ position in the sports apparel industry, this research aims to find out and evaluate the various marketing communications strategies that Adidas has implemented over the years. Further, this research aims to be able to identify which strategy is proven to be most effective, and which did not bring the desired results.

Football is undoubtedly the most popular s...
9 Pages(2250 words)Case Study

The Popularity of Mobile Phone Marketing

The marketers of today should have a hawks eye on any new marketing trends and issues so that they can be adopted and addressed respectively and so that they benefit the marketing activities of the product to the maximum possible.
The current issues in marketing are those which have not been that prevalent/popular or even existent a year ago, and this is where the need for a spotlight on them arises. Marketers in the making need to have a close look at these current issues so that they can incorporate them into their marketing practices when they step into practical life. Not just those in the making, but it is essential for currently established marketers to be flexible for these current issues so as to provide the best mark...
10 Pages(2500 words)Term Paper

Marketing Research Plan: Old Navy

Gap’s credit ratings thereby limiting access to the capital market, international trade matters which may be disruptive of the supply chain, changes to its IT systems disruptive of operations, changes in the IT services agreement with IBM that can disrupt operations and produce adverse effects on financial results, international expansion through franchising and other arrangements may impair the value of its brands if unsuccessful, products are subject to risks associated with overseas outsourcing and manufacturing, and failure of vendors to adhere to Gap’s code of vendor conduct could harm the business. From available data in the 2007 Annual Report, both the Gap and Old Navy brands have exhibited declining net sales....
11 Pages(2750 words)Business Plan

Postmodern Marketing

The notion has been lingering around for almost a century. Hence, nowadays, it is ordinary for businesses, and public sector organizations, to take advantage of customer feedback as one of the contributions to their marketing techniques and public guiding principles. There is an insignificant sign of their being any decline in the need for market research. The concern is not about whether or not market research is valuable, but a concern of the process research proof should be interpreted (ibid).
Market researchers are at the present-day expected to better understand the entire customer experience. As firms persevere to establish an inclusive image of a customer’s interactions with the organization, hence also are resea...
13 Pages(3250 words)Assignment

Info-Point: Marketing of New Touch Screen Information Technology

The development of the new Info-Point technology, a stand-alone information module designed to offer the public information on tourism, local shopping, weather, and transportation, has created the opportunity to successfully market these information technologies to different UK cities. The entire marketing concept is to establish self-service information centers that offer a wide variety of regional information, utilizing an easy-to-use touch screen methodology to cater to a broad mass market of consumers. 

Touch screen interface systems are becoming more and more common in the UK and abroad. During a pilot experiment using touch screen information technology, the automotive manufacturer Lexus piloted an informatio...
10 Pages(2500 words)Report

E-Commerce Marketing Plan for Gap Inc

The business of the bleu is a web-based or ecommerce business that offers the customers the products from the outfit and accessorize from head to toe with five basic brands. Bleu is aimed at offering and meeting the customer’s requirements for a unique lifestyle. Currently, Bleu also established the business regarding the full range of “accessories and furnishings” for a business customer to individualize their home, with a unique style of living and wearing. This report will present detailed analysis of the Bleu ecommerce website marketing plan. This research and analysis report will present a comprehensive overview of the different areas of Bleu online marketing strategy implementation.

Bleu business...
10 Pages(2500 words)Case Study

Data Mining and Data Fusion in Direct Marketing

Marketing is a broad concept that includes all the activities regarding the target market, segmentation, positioning, product, price, promotion, and distribution. Marketing also includes the activities of selling the final products and providing after-sales services. Today marketing is done in various forms, but conceptually there are only two different forms of marketing, one is direct marketing and another one is indirect marketing. This report is all about direct marketing which is one of the oldest concepts of marketing. Since the present age is the age of information, it is quite expected that each and everything in business would be influenced by ‘information’. Direct marketing is not an exception. It is also inf...
6 Pages(1500 words)Coursework

Marketing of Services: Starbucks Company

The employees are also awarded stock options. Through this, their salary may rise by 14% of the gross pay. The stock investment plan allows the buyers to buy common stock of the company at a discount. They can get hold of it in 85% of the fair market value. The other fringe benefit that the company provides is that of “Future Roast” 401(K) Plans. The employer matches the employee’s contribution to this plan by adding from 25 to 150 percent of the first 4 percent of pay. It is depended on the length of the service.

All these benefits get reflected in the result of employee job satisfaction. In Starbucks, the Employee Job Satisfaction rate is 82% as per the report of Hewitt Associates Starbucks Partner V...
6 Pages(1500 words)Assignment
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.

Let us find you another Essay on topic Marketing for FREE!

Contact Us