This website uses cookies to ensure you have the best experience. Learn more

Strategic Marketing Management Essay

2244 words - 9 pages

Referral selling is when a consumer is persuaded to purchase goods or services by promising a rebate, commission or other benefit for supplying information that helps the trader sell to other consumers. The consumer does not get the promised benefits unless the supplied information is fulfilled.
For example a salesman for a telephone company persuades you to sign up to a contract for a mobile phone plan and says that you will receive a commission for introducing the product to other customers who buy the same product.
Unconscionable conduct is when the consequences of a contract is unfair and harsh. Where one party is in a position to exploit a particular weakness of the ...view middle of the document...

The program will implement conformity within the business and assistance them to become or remain a good corporate citizen.
iii) A company that incorporates a Legal compliance program is DeLonghi it protects its marketing activities because De Longhi's commitment to compliance is demonstrated by the company's implementation of a comprehensive, company-wide Competition and Consumer Law Compliance Program, including:
• the appointment of a Compliance Officer;
• the provision of regular compliance training to, and assessment of, its employees and agents;
• the provision of on-line competition and consumer law training to all employees and agents; and
• the introduction of Whistleblower and Complaints Handling policies and procedures.
As an employee, agent or representative of DeLonghi you are obligated to be familiar with the competition and consumer act 2010.
i) The Product Diffusion Curve model uses a bell-shaped curve or an s-shaped curve to show the stages in which a successful product is adopted by people within your market. It consists of five people in the market, they are; innovators, early adopters, early majority, late majority and laggards.

As you can see from the graph below the Apple ipod sales mirror the shape of a typical product diffusion model shape. From early 2006 to late 2006 was the innovators, 2006 to early 2007 were the early adopters, 2007 to 2009 were early majority, 2009 to 2010 were late majority and mid to late 2010 to 2011 were laggards.

The drop in sales that starts in 2008 is mainly due to increased competition and also the introduction of the iPhone. These factors impacted on the ipod’s sales during its product lifecycle.
ii) using the diffusion curve Apple are able to identify their target market at each stage of the diffusion curve, either innovators, early adopters, early majority, late majority and laggards. Apple can create promotional strategies specifically targeted at any one of these groups of people at the given time. This will result in a more successful and effective advertisement and promotional strategy. Also Apple are able to identify when to implement the elements of the promotional mix. For example, Apple would begin advertising before and during the lifecycle. Publicity would be used mainly before the launch of a new product. Personal selling would be more used towards the later stages aimed towards the early and late majority and laggards to persuade them to purchase the product using their product knowledge. A sales promotion would be aimed towards the early adopters to stimulate consumer demand. Due to the fact that apple has a good corporate image the consumers are more likely to be more susceptible to buying the products based on the company’s good reputation, they can use this as an competitive advantage in their marketing strategy
i) a. The ACCC states that the advertisements are misleading because Optus leads the consumers into believing that...

Other Essays Like Strategic Marketing Management

Strategic Marketing Starbucks Essay

4189 words - 17 pages Strategic Marketing Plan for the Starbucks Coffee Company Table of Contents Introduction and background 3 Company mission, company objectives 3 Market definition and product or brand background 4 Evaluation of results and conclusion about problem 5 Situational Analysis 5 Internal analysis 5 Customer analysis 7 Industry analysis 8 Competitor analysis 11 Distribution and supplier analysis 11 SWOT analysis

Strategic Marketing in Tesco Plc Essay

3790 words - 16 pages ). The management of Tesco has successfully integrated and divided the core strategy of the company into seven distinct sub-categories which is also further divided into their respective functional strategy. The marketing strategy of Tesco in 2012 was to build string and well-known brands which can be helpful to build value and through which the corporate strategy can be directly reflected. The initiatives of Tesco pertaining to strategic marketing


3679 words - 15 pages concerns understanding the links between organizational actions (routines) and performance outcomes, or considers how one actually goes about changing these routines The study of how organizations create value, including not only 'the plan' but also the organizational configuration that it is combined with Marketing -It is a field about what drives performance of certain businesses and which strategy works I view the field of strategic management as

Strategic Marketing in Fragile Economic Condition

2779 words - 12 pages instability, it becomes necessary to understand the roles and actions of marketing management and its strategies. Strategic decisions needs to be taken in context with the financial crisis and it becomes at-most necessary to understand the changes caused by crisis. As the purchases also changes so the focus gets more enhanced on the short term commitments and not the long term commitments. Customers eliminate certain purchase of products

Ikea Case Study Strategic Marketing Plan Review

5035 words - 21 pages IKEA Case Study Strategic Marketing Plan Review Table of Content 1.0 Executive Summary Pg. 3 2.0 IKEA Company’s Proflie Pg. 4 3.0 Segmentation Base on Applied by IKEA Pg. 5 3.1 GEOGRAPHIC SEGMENTATION 3.1.1 TARGET MARKET SEGMENTS Pg. 5 3.2. DEMOGRAPHIC SEGMENTATION 3.2.1 TARGET MARKET SEGMENTS: Pg. 6 3.3 PSYCHOGRAPHIC SEGMENTATION Pg. 6 3.4 BEHAVIORAL SEGMENTATION 3.4.1 TARGET MARKET SEGMENTS Pg. 7 3.5 IKEA’S

Strategic Marketing

829 words - 4 pages MEDIA PLAN OF VOLKSWAGEN Mediacom Communications, which manages the media planning operations for Volkswagen Advertisement of the MNC automobile brand was through television, print media, outdoor media, social networking and so on. Sharp positioning in addition to innovation has elevated Volkswagen’s brand awareness of eight per cent in 2009 to 44 per cent in 2011. Various ad campaigns of VW are: print campaigns including the first roadblock

Strategic Marketing

6006 words - 25 pages marketing, global marketing, strategic focus 主题:产品领导、产品创新、定价策略,整合营销沟通、分割、竞争、体育营销、全球营销、战略重点。 Since its inception in 1901, Gillette has always prided itself on providing the best shaving care products for men and women. In fact, the company was so visionary that it didn’t have any serious competition until 1962, when Wilkinson Sword introduced its stainless steel blade. Since that time, the Wilkinson Sword-Schick Company has evolved

The Merger of Best Productivity and Marketing Practice: a Strategic Model for Shoe Manufacturing Industry

1394 words - 6 pages Strategic Model on Best Productivity and Marketing Practice for Marikina Shoe Manufacturing Industry Revitalization of the Marikina Shoe Industry * Economic Benefit * Export Consideration Marikina Shoe Industry Present Practices * Production * Material Management * Production Planning and Control * Quality Control

Differentiate Among Public Purpose Partnerships, Strategic Philanthropy, and Cause-Related Marketing, and Cause Branding

773 words - 4 pages Organizations must scrutinize their philanthropic behaviours and as such need to ensure they manage the types, benefits and rationale. There are different motivations and types for philanthropy ranging from public purpose partnerships, strategic philanthropy, cause-related marketing, and cause branding. Public purpose partnerships are made in an effort to reconcile financial an social goals for an organization. This type of philanthropy

Strategic Marketing Hw

1264 words - 6 pages Homework Financial Aspects of Marketing Marketing Strategy Spring 2016 Complete the following problems and homework problems in the book. * Do questions 2, 4, and 8 on pages 51, 52, and 53 (2 and 4 are worth 5 points and 8 is worth 10 points). * Provide the answers for the following two problems (40 points). * Perform the questions in this homework assignment that are associated with the Breeder’s Own Case on page 113 (40

Strategic Global Marketing Volkswagen Case Study

3787 words - 16 pages are not popular with majority United States drivers, by contrast diesels are very popular in Europe. Summarizing the strategic challenges Volkswagen faced, Volkswagen has to get it right by adjusting to American standards of their on the road quality. Introduction Volkswagen is a well-established Germany automobile manufacturer, with three cars in the top 10 list of best-selling cars of all time which are the Gold, Beetle and Passat, which leads

Related Papers

Strategic Relevance Of Pricing To Marketing Management

3441 words - 14 pages pricing objectives. RECOMMENDATIONS Each of the above pricing strategies will be more or less appropriate for a company product depending on company’s objectives, environmental conditions and company type. The successes of any of the pricing strategies depend on implementations. REFERENCES Ade Oyedijo, O.J.KOgundele, Adekunle A.I, Adekunle A.A (2010) Strategic Marketing Management. Lagos: Molofin Nominees. Josh A. (2009) Pricing

Strategic Marketing Essay

2320 words - 10 pages company to utilize their available resources to achieve high sales and revenue generation. All the strategies revolve around the goal of achieving customer satisfaction and trust. Through strategic marketing the process of product development, promotion, distribution pricing and relationship management are interconnected for achieving marketing objectives. It helps professionals to target the right and potential market. Strategic marketing planning

Strategic Decision Marketing Essay

2617 words - 11 pages While the purpose of marketing to create long-term and mutually beneficial exchange relationships between the buyers/consumers and the organisation remains unchanged, the function of marketing management has evolved to include strategic decision-making. Review and write a summary of the strategic marketing management process discussed in chapter one of the Kerin and Peterson text. The fundamental function of marketing is to create new

Strategic Plan: Marketing Associates Essay

5485 words - 22 pages begin with making changes in leadership. MA intends to overcome the challenges and take advantage of all opportunities through committing to the strategic action items spelled out in the implementation plan. This commitment starts right at the top and is expected throughout every level of management all the way down to the entry level employees. Company Background MA has a compelling 40-year history. MA was founded in 1967 by Henry and Renee