The concept of the Bottom of the Pyramid (BOP) market was originally developed by C.K. Prahalad in “The Fortune at the Bottom of the Pyramid” to highlight a large potential market made up of a large segment of the world’s population that has, until recently, been an ignored market segment among multinational companies. In an age of increasing global competition and near-saturation for some products […]

The successful manager constructs a marketing programmer designed for optimal adjustment to the uncertainty of the business climate. The inner circle in Figure 1. 1 represents the area under the control of the marketing manager. B) The marketing manager blends price, product, promotion and channels-of distribution activities to capitalize on anticipated demand. ) The controllable elements can be altered in the long run and, usually, […]

Every so called growth industry as a “self-deceiving cycle of bountiful expansion and undetected decay. ” The four conditions which make up this cycle are reasons companies should continue to invest in product innovation and development. * The population myth is a belief that as more consumers enter the market, there is a greater opportunity for sustained profits. * The idea of indispensability is an […]

Case Write-up Sunshine Foods Problem Sunshine Foods biggest problem is their declining profits. They also have had minimal growth and have high overhead costs, which are a large part of their declining profits. Causes Sunshine Foods has three major areas that need to be address in order to increase their profits. First, their motto: “As long as new products look like they will increase the […]

Taking a Masters in Business Administration degree means that you need to understand each and every aspect of the organization you work in.    Knowledge in Marketing and PR will equip you with the essential tools to make your own business or organization survive the competition.  Below are my insights from taking Marketing and PR course: 1. Brand equity, which is the position that a product […]

Marketing includes planning, organizing, directing, and controlling the decision-making of a company regarding product lines, pricing, promotion, and servicing (Marketing, 2004). Comprehensive planning is important in marketing, thus a marketing plan is an important output of the marketing process. A marketing plan is a written document that details the actions necessary to achieve a specified marketing objective (Marketing plan, 2006). A marketing plan determines the […]

Lecture 1: Introduction to Marketing Marketing is the management process responsible for identifying, anticipating and satisfying customers” requirements profitability. Peter Drucker ‘there is only one valid definition of business purpose: to create a customer”. At its simplest, if you do not have any customers for the product or service your organization offers, then there is no reason for continuing existence. Consumption is the sole end […]

The word “Business” has its unique identity. Marketing execute a vital role in achieving the ultimate goal of business organization-profit maximization. Different companies follow different strategies and concepts of marketing according to their selected target market and customer. Marketing has to face innumerable challenges in its way of work. In this report, we have tried to cover the different strategies or concepts followed by different […]

Ethics in Modern Marketing Abstract: The success of every marketing company depends upon their involvement towards their customers. The modern marketing concept mainly stresses the importance of developing a good relationship by every marketing company with its customers to enhance their business and to withstand in the competition. During the last two decades, marketing professionals were increasing their awareness of customer/ client relationships; society has […]

University of La Verne – BUS 567 Service Sector Marketing| Giordano | Positioning for International Expansion| Sheng-I, Chang (Becky)Chang-Ta, Yang(Frank)Chieg-Chiung, Chen (Jeff)September , 15th, 2011 | Introduction Giordano established in 1981 by Jimmy Lai. It is a Hong Kong- based retailer of casual clothes targeted at men, women and children via its four company brands, Giordano, Giordano Ladies, Giordano Junior and Blue Exchange (Bitner & […]