Essays on Marketing Page 89

Consumer behaviour is one of the important considerations in making a marketing strategy. It involves processes that consumers use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society (Askegaard et al., 2007). However, marketers should take note…

Zazoo Condoms is located in Antwerp, Belgium and was founded in 1998. In 2004 sales in condoms decreased drastically and Zazoo Condoms responded with a controversial television advertisement. The video shows the embarrassment of an incompetent father with his screaming child in the super market. The advertisement tries to create fear in the viewers mind…

Built in 1997 Chery is one of the famous Chinese car manufacturers aiming at building ‘independent Chinese brand’ and is now on its way to be international. It has the capability of producing 650 thousand automobiles, 650 thousand engines and 400 thousand sets of gear-boxes annually. There are four sub-brands (Chery, Riich, Rely and Karry)…

Employees’ motivation in the Human Resource Management (HRM) has mainly been organizationally based in team building of professionals. Various scholars have identified human capital as a vital factor for any firm’s performance to directly influence the success objectives. HRM has strategized various mechanisms that make the management effective in the running of the activities and…

This case presents a scenario where PepsiCo, a company known for its successful acquisitions of food chains to expand its business, has to weigh its options whether or not to acquire Carts of Colorado, a merchandiser of mobile food carts and kiosks and California Pizza Kitchen, a big name in the casual dining segment. PepsiCo,…

Positioning the BlackBerry Pearl by Mahima Hada & Arvind Rangaswamy 1. Before beginning any case, students should familiarize themselves with the model being used. Marketing Engineering for Excel comes with tutorials that demonstrate the capability of each model. The tutorial can be found under each model within the ME>XL menu after starting Excel. These tutorials…

Introduction The issue chosen for discussion is misleading advertising. Marketers are constantly looking for ways in which they can sell their commodities at a profit as some of them may employ ethical mechanisms to do so but others may resort to questionable methods. In response to this, a number of stakeholders in the Australian marketing…

The dictionary defines ‘advertising’ as the act of “publicizing for the purpose of selling or causing one to want.” In simpler terms, it means making a product popular or promoting it. In today’s world, advertising plays a vital role in business management, particularly with the rise of information technology and consumerism. It has become more…

Ice Dreams will sell shave ice as its primary product in addition to soft drinks and frosty Latin drinks called licuados. Shave ice is the hottest new dessert since frozen yogurt! Shave ice is heating up rapidly and shows no sign of cooling (Crystal Fresh, Inc., 1995). Shave ice has been around for many years,…

Introduction On August 03, 2005, Adidas-Salomon AG (Adidas), Germany’s largest sporting goods maker announced acquisition of the US-based Reebok International Limited (Reebok) for $3.8 billion. The share prices of both the companies recorded an increase on the day of the announcement of the deal. The share price of Adidas increased by 7.4% from €147.52 on…