Service Marketing Essays (Examples)
Study Document
Marketing Strategy Creation For OPG
marketing Driven Strategy
In a market driven strategy the customer is the focal point, which means that everything the bar and grill does should … customer value. If there is a match and the pub can do it, the steps should lead to superior performance and a successful marketing driven strategy.
Positioning is key to this process and as Trout and Rivkin (2006) argue, a company must differentiate or die, which is … process and as Trout and Rivkin (2006) argue, a company must differentiate or die, which is what OPG aims to do with its marketing strategy. Using customer benefits and product characteristics as a marketing positioning strategy is the way to go for OPG. OPG’s strengths are its location and its food. Its location in the community is … to start up a brewery, which would be great for the pub. And then there is the great idea……
References
References
Dhar, V., & Chang, E. A. (2009). Does chatter matter? The impact of user-generated content on music sales. Journal of Interactive Marketing, 23(4), 300-307.
Lim, X. J., Radzol, A. M., Cheah, J. H., & Wong, M. W. (2017). The impact of social media influencers on purchase intention and the mediation effect of customer attitude. Asian Journal of Business Research, 7(2), 19-36.
Lin, C. F. (2002). Segmenting customer brand preference: demographic or psychographic. Journal of Product & Brand Management, 11(4), 249-268.
Trout, J. & Rivkin, S., (2006). Differentiate or die. In The marketing Gurus (ed. Murray). NY: Penguin.
Study Document
Healthcare Marketing
Introduction
When it comes to healthcare marketing there are certain restrictions that have to be followed under U.S. law. For example, the FDA has rules for companies that want to … to be spread publicly in violation of the privacy rights of patients (Lane, 2019). Moreover, aside from issues of compliance, the nature of marketing has changed to such an extent within the last few decades that much of advertising itself has migrated from old media to new … care by altering where patients go for information about health and healing. In this new complex landscape of regulations and changing technology, healthcare marketing faces new challenges. Fortunately, old formulas can still apply. This paper will describe the strategies and tools that can still be effective in … new challenges. Fortunately, old formulas can still apply. This paper will describe the strategies and tools that can still be effective in healthcare……
References
References
Arnold, D. G., & Oakley, J. L. (2013). The politics and strategy of industry self-regulation: the pharmaceutical industry's principles for ethical direct-to-consumer advertising as a deceptive blocking strategy. Journal of Health Politics, Policy and Law, 38(3), 505-544.
Blythe, J. (2009). Key Concepts in Marketing. Los Angeles: SAGE Publications Ltd.
Chand, S. (2019). Target Marketing: Four Generic Target Marketing Strategies. Retrieved from http://www.yourarticlelibrary.com/marketing/target-marketing-four-generic-target-marketing-strategies/13400
Dolliver, M. (2009). Take care when targeting the younger generations. Retrieved from https://www.adweek.com/digital/take-care-when-targeting-the younger generations-online-113643/
Goi, C. L. (2009). A review of marketing mix: 4Ps or more?. International journal of marketing studies, 1(1), 2.
Hartley, K. & Rudelius, W. (2001). Marketing, The Core, 4th Ed., McGraw-Hill.
Hawn, C. (2009). Take two aspirin and tweet me in the morning: how Twitter, Facebook, and other social media are reshaping health care. Health affairs, 28(2), 361-368.
Lane, T. (2019). Healthcare marketing laws. Retrieved from https://smallbusiness.chron.com/healthcare-marketing-laws-67307.html
Study Document
Defending The Practice Of Social Media Marketing
How to Use Social Media Influencers to Promote Products
Social media marketing has become an important marketing strategy for companies today, as many consumers turn to social media for information on products and for their peers’ opinions on products (Lou … the best way to do this (Lim, Radzol, Cheah & Wong, 2017). This paper will describe the pros and cons of social media marketing and examine an example of a practical application.
Pros and Cons of Social Media marketing
The pros of social media marketing are that it allows the company to directly connect to consumers on platforms that consumers themselves choose to use for the purpose of … company to directly connect to consumers on platforms that consumers themselves choose to use for the purpose of getting information about products and service. Companies that use Facebook, Twitter, Instagram, YouTube and other platforms can answer questions, post videos promoting……
References
References
Ki, C. W. C., & Kim, Y. K. (2019). The mechanism by which social media influencers persuade consumers: The role of consumers’ desire to mimic. Psychology & Marketing, 36(10), 905-922.
Lim, X. J., Radzol, A. M., Cheah, J., & Wong, M. W. (2017). The impact of social media influencers on purchase intention and the mediation effect of customer attitude. Asian Journal of Business Research, 7(2), 19-36.
Lou, C., & Yuan, S. (2019). Influencer marketing: how message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 19(1), 58-73.
Study Document
Customer Service In The Telecoms Industry
… multiple variables related to consumers’ experience of telecoms in China. The researchers conducted a survey of 118 Chinese telecommunications customers and found that service quality has a direct impact on value perception. Value and customer satisfaction, moreover, were found to determine the extent to which the customer … to the firm. Corporate image perceptions were also found to impact customer satisfaction. The researchers were able to conclude that customer satisfaction and service quality do make a substantial difference in determining whether customers will be retained or not.
Kim, Park and Jeong (2004) examined how a … focused on retaining customers in their article entitled “The effects of customer satisfaction and switching barrier on customer loyalty in Korean mobile telecommunication service.” The researchers found that customer satisfaction played the most significant part in determining customer loyalty. Factors that had a significant impact on customer … satisfaction played the most significant……
References
References
Angelova, B., & Zekiri, J. (2011). Measuring customer satisfaction with service quality using American Customer Satisfaction Model (ACSI Model). International journal of academic research in business and social sciences, 1(3), 232. Retrieved from http://hrmars.com/admin/pics/381.pdf
Boohene, R., & Agyapong, G. K. (2011). Analysis of the antecedents of customer loyalty of telecommunication industry in Ghana: The case of Vodafone (Ghana). International Business Research, 4(1), 229-240. Retrieved from http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.662.3208&rep=rep1&type=pdf
Chu, P. Y., Lee, G. Y., & Chao, Y. (2012). Service quality, customer satisfaction, customer trust, and loyalty in an e-banking context. Social Behavior and Personality: an international journal, 40(8), 1271-1283.
Lai, F., Griffin, M., & Babin, B. J. (2009). How quality, value, image, and satisfaction create loyalty at a Chinese telecom. Journal of business research, 62(10), 980-986. Retrieved from shorturl.at/BMTY7
Lee, H. S. (2013). Major moderators influencing the relationships of service quality, customer satisfaction and customer loyalty. Asian Social Science, 9(2), 1. Retrieved from http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.428.6730&rep=rep1&type=pdf
Liu, C. T., Guo, Y. M., & Lee, C. H. (2011). The effects of relationship quality and switching barriers on customer loyalty. International Journal of Information Management, 31(1), 71-79.
Khatibi, A. A., Ismail, H., & Thyagarajan, V. (2002). What drives customer loyalty: An analysis from the telecommunications industry. Journal of Targeting, Measurement and Analysis for Marketing, 11(1), 34-44. Retrieved from https://link.springer.com/content/pdf/10.1057/palgrave.jt.5740065.pdf
Kim, M. K., Park, M. C., & Jeong, D. H. (2004). The effects of customer satisfaction and switching barrier on customer loyalty in Korean mobile telecommunication services. Telecommunications policy, 28(2), 145-159. Retrieved from shorturl.at/imDEX
Study Document
Fero Beauty
ABC marketing Plan (FERO BEAUTY)
Introduction
The company in question is Fero Beauty. Fero Beauty is a boutique that sells the latest, fashionable and chic … include shoes, accessories such as bracelets and earrings, and clothing for women such as dresses, jeans, and blouses.
In this section of the marketing plan, I will share the company’s pricing and distribution strategy, integrated marketing communications plan, public relations, sales promotion, and personal selling plan, competitive analysis, online and direct marketing plan, and social responsibility/cause-related marketing plan.
Pricing and Distribution Strategy
Pricing alludes to the practice of a business setting the price for retailing its products and service. Distribution channels encompass the course and path through which products move from production to end-user consumption. This section discusses the pricing and distribution … end-user consumption. This section discusses the pricing and distribution strategy for Fero Beauty.
Pricing Strategy
Pricing is one of the components……
References
References
Al-Hadban, N., Hadeel, A. G., Al-Hassoun, T., & Hamdi, R. (2014). The Effectiveness of Facebook as a Marketing Tool (Saudi Arabia case study). International Journal of Management & Information Technology, 10(2), 1815-1827.
Andrews, J. C., & Shimp, T. A. (2017). Advertising, promotion, and other aspects of integrated marketing communications. Nelson Education.
Deepa, S., & Chitramani, P. (2015). CSR in retailing industry-a case of three retail stores. International Journal of Business and Administration Research Review, 3(9), 128.
Gould, M. (n.d). Pricing Strategies. Research Starters: Academic Topic Overviews.
Khan, S. (2018). Instagram as a marketing tool for luxury brand. International Journal of Management, Business, and Research, 8(2), 126.
Kotler, P., Armstrong, G., Ang, S. H., Leong, S. M., Tan, C. T., & Yau, O. (2009). Principles of marketing: A global perspective. Prentice-Hall.
Palma, A. P. (2016). Effectiveness of Facebook as a free marketing tool. University of Mindanao International Multidisciplinary Research Journal, 1(2), 21-26.
Smith, P. R., & Taylor, J. (2004). Marketing communications: an integrated approach. Kogan Page Publishers.
Study Document
Valiant
Company Description
Company Summary
Valiant marketing is a new conception in marketing. Our marketing agency will be tilted toward gaining clients to work with LGBT consumers and businesses. Basically, Valiant will work towards connecting businesses in America … the endeavor to comprehend, reach, serve and work with the LGBTQ. By conducting extensive market research across the spectrum of this community, Valiant marketing will provide our clientele with a profound and substantial understanding of how to realistically link with and engage with this increasing, influential, potent …
We shall operate our business with excellence in all facets and at all times, treasure the exquisiteness and distinctiveness within the advertising and marketing industry, and we will purpose to sustain our brand name and reputation in the highest regard possible.
service
Valiant marketing prides itself in creating a link between businesses and the LGBTQ community. There are five fundamental service that our company……
References
References
NGLCC. (2019). About NGLCC. Retrieved from: https://www.nglcc.org/
Hill, C., & Jones, G. (2011). Essentials of strategic management. Nelson Education.
Hill, C. W., Jones, G. R., & Schilling, M. A. (2014). Strategic management: theory: an integrated approach. Cengage Learning.
Study Document
Strategic
marketing to a Target Population and Differentiating service
The New Product
The new product is a spa that service mothers of young children. It is called Ma Spa and the innovative idea behind the service is that it provides care for her kids while she receives her spa treatment. Most moms with small kids do not have the … Market
There is nothing quite like the Ma Spa in the spa industry. Most spas require a reservation and no spas offer childcare service as part of their standard approach to the marketplace. This spa differentiates itself from other spas because it is completely focused on moms … the mental, physical, social and beauty health support they need through spa relaxation treatment at any time of the working day.
Short Term marketing Objectives
The short term marketing objectives are:
1. To promote the new service—this will include advertising locally with ads……
References
References
Kim, W. & Mauborgne, R. (2005). Blue ocean strategy: From theory to practice. California Management Review, 47(3), 105-121.
Mangold, W. G., & Smith, K. T. (2012). Selling to Millennials with online reviews. Business Horizons, 55(2), 141-153.
Neely, M. E., Schallert, D. L., Mohammed, S. S., Roberts, R. M., & Chen, Y. J. (2009). Self-kindness when facing stress: The role of self-compassion, goal regulation, and support in college students’ well-being. Motivation and Emotion, 33(1), 88-97.
Study Document
Childrens Amusement Park
marketing Plan for a Children’s Amusement Park
Executive Summary
The marketing objectives for this paper are to create a strategic marketing plan that considers the situational analysis, target segmentation, marketing mix, financials and controls needed to get the Park to the kids and get parents to buy an annual membership.
The vision for … the Park, buy annual passes, and get their friends to join.
The core competencies needed for this plan to succeed are excellent customer service and people skills so that customers always feel valued and that they are getting good value for their money. Marketers must also understand … and that they are getting good value for their money. Marketers must also understand the target segment and be able to tailor the marketing strategy to the needs and behaviors of the target by using models like Maslow’s hierarchy of needs.
The value chain will be used ………
References
References
Andzulis, J. M., Panagopoulos, N. G., & Rapp, A. (2012). A review of social media and implications for the sales process. Journal of Personal Selling & Sales Management, 32(3), 305-316.
Appelbaum, S. H., Habashy, S., Malo, J. L., & Shafiq, H. (2012). Back to the future: revisiting Kotter's 1996 change model. Journal of Management Development, 31(8), 764-782.
Chyi, H. I. (2005). Willingness to pay for online news: An empirical study on the viability of the subscription model. Journal of Media Economics, 18(2), 131-142.
Douglas, E. (2019). Houston economy to grow bigger, slower than other Texas cities: analysis. Retrieved from https://www.houstonchronicle.com/business/economy/article/Houston-economy-to-grow-bigger-slower-than-other 13903941.php#targetText=The%20Austin%20metro%20area%2C%20which,pace%2C%20according%20to%20the%20projections.
Frederick, S., Novemsky, N., Wang, J., Dhar, R., & Nowlis, S. (2009). Opportunity cost neglect. Journal of Consumer Research, 36(4), 553-561.
Lin, C. F. (2002). Segmenting customer brand preference: demographic or psychographic. Journal of Product & Brand Management, 11(4), 249-268.
Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business horizons, 52(4), 357-365.
Teece, D. J. (2010). Business models, business strategy and innovation. Long range planning, 43(2-3), 172-194.
Study Document
Customer Persona For Filshie Clip System
… safe and effective since it enables them to make decisions on getting pregnant when they want. Finally, justified recommendations with respect to the marketing mix have provided.
Introduction
Femcare is a group of companies owned by Utah Medical Products Inc. in the United States. This company has … it is surgical contraceptive device that is used to tie their fallopian tubes. However, an understanding of the target market persona and the marketing mix is critical toward enhancing the ability of the firm to reach the target market and obtain overall profitability. In this report, we … the firm to reach the target market and obtain overall profitability. In this report, we will describe customer persona in detail and provide marketing mix recommendations with respect to the identified target market.
Background
Femcare is best known for manufacturing and distributing Filshie Clip System, which is … & Klammer (2016) highlight the……
References
References
Antoun, L., Smith, P., Gupta, J. K., & Clark, T. J 2017. The feasibility, safety, and effectiveness of hysteroscopic sterilization compared with laparoscopic sterilization. American journal of obstetrics and gynecology, vol. 217, no. 5, pp.e571-570. e576.
Beerthuizen, R 2010. State-of-the-art of non-hormonal methods of contraception: V. Female sterilisation. The European Journal of Contraception & Reproductive Health Care, vol. 15, no. 2, pp.124-135.
De Toni, D., Milan, G.S., Saciloto, E.B., & Larentis, F 2017. Pricing strategies and levels and their impact on corporate profitability. Revista de Administracao, vol. 52, no. 2, pp.120-133.
Duran, A 2018. Sink or swim: how to create buyer personas to ensure marketing success. Forbes. Viewed 20 August 2019,
Griffin, A, Noble, CH, Durmusoglu, SS, Luchs, MI, & Swan, S 2015. ‘Chapter 3 Personas: powerful tools for designers’, in Design Thinking : New Product Development Essentials from the PDMA, John Wiley & Sons, Incorporated, Hoboken.
Johnson, S., Pion, C. & Jennings, V 2013. Current methods and attitudes of women towards contraception in Europe and America. Reproductive Health, vol. 10, no. 7, pp.1-9.
Kotler, P., & Keller, K. L. (2015). Marketing Management, Global Edition. Pearson Education Limited: Boston, MA.
Magrath, A.J 1986. When Marketing Services, 4Ps are not enough. Business Horizons, pp.4450.
Study Document
Compare And Contrast Competitive Business Pricing Models
Price skimming and penetration pricing are marketing strategies typically implemented when businesses commit to a launch of new service or products. Reliant on low upfront prices, penetration pricing attracts customers in a straight forward fashion. Skimming aims to make the most through … brands like Chanel. Therefore, they adopt a skimming pricing practice.
When a company attaches a high or low price to a product or service, they are adding perceived value to a product and showing how competitive they aim to be in relation to their competitors (Nagle, Hogan, … & Zale, 2016). Because Apple was the first to truly introduce a smart phone, they became the leader in that area. Therefore, their marketing lent towards adding perceived value to the phone.
References
Nagle, T. T., Hogan, J., & Zale, J. (2016). The Strategy and Tactics of Pricing: New International Edition. …
References
Nagle, T. T., Hogan, J., & Zale, J. (2016). The Strategy and Tactics of……
References
References
Nagle, T. T., Hogan, J., & Zale, J. (2016). The Strategy and Tactics of Pricing: New International Edition. London, England: Routledge.
Schindler, R. M. (2011). Pricing Strategies: A Marketing Approach. Thousand Oaks, CA: SAGE Publications.
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