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with their brands.” In this context, this study will seek to augment Fornier’s hypothesis that a brand relationship exist, using Walt Disney Company and McDonalds as examples to explain brand relations do exist in marketing.
Creating brand vision or identity according to David Aacker (1996), who is generally regarded as the worlds leading academic authority on branding strategy, is a key step to recognize a brand as something greater than a set of attributes that can be imitated or surpassed. On this view, Aaker suggests that a company consider its brand not just a product or service but as an organization, a person, or a symbol. AAker recommends the “brand-as-organization perspective” that focuses on the associations of the company’s people, culture, program and values, that make such organizations more endearing and hard to imitate by competitors. He said that a brand becomes more interesting and memorable and becomes an expression of a customer’s identity when it has a brand personality. As a metaphor in contemporary marketing, Aaker viewed that “a brand without personality, not unlike a person, lacks friends and easily overlooked”. Study of Aacker showed that there are factors that influence relationship with a brand and argues that a relationship exists between the brand as person and the customer; he likened this relationship with two people. He also posted that there is a brand personality that typifies the kind of person the brand represents. He said that in the brand personality, depth, feelings and likings are present that can also be based on the functional benefit relations, just as there is a business relation in persons. The success in developing a business relation with client, according to Phillips and Duncan (p.65 ) is to be able to know the consumers buying habits such as where, when and how consumers buy. By knowing these factors, the brand as represented by the company, should be able to place themselves on the point of
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This study looks into marketing mix as a general concept used to explain the different kinds of choices that firms have to formulate in the entire process of bringing about a product or service to a given market. As highlighted by Ehmke et.al , marketing a business organization or a firm is all about how an organization or a firm positions itself in order to satisfy its marketing needs.
48-49). Usually, details regarding marketing mix are planned by the organization after the overall strategies are decided. The marketing mix is comprised of almost all the elements that are used to influence the condition of demand of a particular product.
This strategy signifies that the company sells what it manufactures. The company has a distribution facility in Vancouver, British Columbia and in Renton. At Washington of the United States the company operates its distribution through third-party vendor (Lululemon Athletica Inc, 2010).
The study includes the marketing mix of Apple Inc. for its products and their utility in the market. Apple does not design products for the mass. The company utilized it highly advanced technology for catering to a target group. The target customers of Apple are the youth, high class segment, who value technology and quality and they would never compromise with the quality of the product for high price.
It will be most appropriate to divide the entire span of P&G’s operations in two time scales: the one that began with its inception and lasted until 1964 when the Neil Borden, the president of the American Marketing Association, first coined the term “Marketing Mix” and the second one is the post 1964 era when marketing philosophy had started taking its root as a theory and practice and its applicability had become vogue among marketing experts.
These variables are; product, price, place and promotion (Ferrell, 2010).
Products serve to be the first variable in the marketing mix. Every organization must make product decisions first before making any marketing plan. Product can usually be divided
In an effort to ensure that, the Sun Chips register a remarkable percentage of sales, the company has designed a marketing mix strategy for the specific product. Worth noting, is the fact that the marketing mix for Sun Chips conforming to the company’s overall
There are many factors which are considered when any company develops short-term and long-term pricing strategy for its business such as support to the brand, reach the market share goals and revenue goals and maximization of
n addition to, competitive advantage in the food industry, which have enabled it to provide products to customers at lower prices compared to their competition. The group also has a great leadership of top management with an extensive food industry management depth and
To ensure that the system performs as expected in its routine jobs, an exhaustive analysis of the system requirements is paramount during the design stage. Grady (2006) pointed out that; the success of any given system begins with the system
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