example of an essay about marketing

Marketing and PR

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What Is a Marketing Essay

The definition of marketing essay describes it as a written piece, exploring product promotion in detail. Such pieces entitle authors to conduct research, study terms, and argumentation. Writing process engages cognitive abilities as well as analytical and critical thinking. While writing, students educate themselves and improve skills in writing and argumentation.

Creating a competent scholarly piece about commerce is always challenging for young authors. College kids should read various data sources and select credible ones. Data must be organized and structured beforehand. Presentation of data, argumentation, as well as reasoning also add many problems for authors. Such papers must be written in compliance with requirements following strict guidelines.

Free Marketing Paper Examples to Download

Website offers countless marketing essay examples of any size and complexity. Browse through a wide selection of topics, opinions, and formats. Each pdf sample is available for free with no registration. All papers were donated by former students. They demonstrate unique approaches to tackling this uneasy task.

Use these text samples as a source of inspiration, guidance, or templates. Extract wording, argumentation techniques, and convincing tactics. Reading sample pieces before writing brings fresh marketing essay ideas. Example articles present perfect language, strong structuring, and smart narration.

Learn new storytelling tricks and perfect personal writing skills by copying selected articles. Look how other students managed to create memorable, well-designed, researched pieces. You may need a human resource management essay; find it in our library. Apply new knowledge in custom papers – boost overall quality and final grades.

Marketing Reflective Essay Examples

A marketing reflective essay challenges authors with critical assessment and taking an analytical look. In reflective pieces, students demonstrate in-depth subject understanding as well as superb writing skills. Such qualities can be achieved either by time-consuming learning or by copying successful papers. Proposed examples demonstrate sublime knowledge of both the article's subject and vocabulary. Here’s how even one reading session of a free marketing essay pdf example can change a student’s style:

Improved wording, incision

Learn new topic-specific vocables for a big improvement in morphological variability as well as readability.

Better paper structuring

Check out modern effective methods or text design for more narrative consistency and coherency.

Thorough informational support

Examine how each statement is backed up by credible information from trustworthy data sources.

Marketing Analysis Paper Examples

Marketing analysis essay takes it further. Similar papers consist mostly of critique and researched material. Students demonstrate extensive academic knowledge and analysis skills. Writing process starts with subject studying and reading competent data sources. A good author must design a clean structure. Create a diverse plan that’ll allow for in-depth coverage. Paper must be kept informative yet captivating. Readers should be entertained and eager to read more.

If you’re short on marketing paper ideas, read proposed paper samples. Articles were donated by students who got the highest scores for these pieces. They present a wide variety of possible topics and analytical approaches. Check out business essays and what made these works great in analysis quality and data presentation. Try indirectly copying smart tricks as well as effectively improving personal writing skills. Make your writing excellent!

Write My Marketing Essay for Me!

To all students out there, here’s a short essay writing marketing online guide. Skim through it, then follow each step to create unique, competent scholarly works.

Conduct in-depth research. Study all available data regarding the article's subject before essay writing in marketing. Thorough subject exploration is important.
Arrange arguments. Carefully select only credible, relevant, and important data. Separate it from unchecked or controversial for better academic value.
Design an outline. Plan narration by creating an article’s structure. Specify which data is mentioned and where. Follow this outline while writing.
Make drafts. Write two-three versions of your article. Each one will be closer to perfection. After you’re satisfied with the achieved results, do the next step.
Edit mistakes out. Proofread an article to eliminate spelling errors, grammar faults, and word repetitions. Check for plagiarism to be sure your article is unique.

If you need more help – contact us directly. Our service will be happy to help you tackle this uneasy marketing essay writing assignment.

Great Marketing Essay Topics Ideas

Want more assistance with finding new marketing topics to write about? The chance of creating an interesting scholarly piece significantly improves if the topic is fascinating. Select such a topic in marketing that you’d be eager to share thoughts. With that said, here’s a list of great paper subjects:

How can consumers protect themselves from viral advertisements?
Direct sell or a hidden call-to-action? Describe pros/cons of each approach.
Explore effective methods of selling a bottle of water to a drowning man.
Online product promotion as a part of modern retail strategies.
Explain how advertisements can be more effective on social media.
Business model of TikTok – analyze it in detail.
How can a company create its image and earn clients’ loyalty?

Hint: Marketing is closely related with communication. So, browse more than one essay on communication in our database.

Topics Related to Marketing

Picking one of marketing related topics instead of purely market-targeted gives additional possibilities. Students get a wider variety of arguments and more abilities to showcase particular knowledge. Subject-related articles develop cognitive skills as well as teach the concept application. We’ve compiled some marketing paper topics that are not entirely about marketing:

How can kids improve revenues of a lemonade stand?
Now people are products big companies buy/sell.
Where to find the best customer for your business? (Consult: essay about business management .)
Explore first forms of advertisement in Ancient Rome.
Small entrepreneur struggles of the 21st century.
How symbols are used in advertising/selling?
Who was Steve Jobs – market genius or a fraud?
Instagram and TikTok as the best platforms for selling stuff.

FAQ About Marketing Essays

Numerous free essays on marketing and related subjects are available to any internet user. The website offers countless options for each student to select the right paper sample. Download them as pdf files or examine free samples online. Use these free papers to improve personal grades and perfect writing abilities.

Short papers on marketing focus on densely packing information. Such articles require immense writing skills and experience to complete. Brief papers often are the hardest ones since all the data must be squeezed into a tiny amount. Multiple examples of short scholarly pieces can be downloaded free from this website.

Successful essays on marketing are started with topic statement sentences. Authors supply readers with essential information necessary for text understanding. The first paragraph only hooks attention without providing any concrete facts or arguments. Look at examples for guidance and inspiration. Samples showcase various takes on the article's introduction – choose yours!

All proposed essays about marketing were already submitted by their authors. The papers you see were donated by students. Copy-paste will result in poor originality percentage and grades. Teachers use plagiarism checkers on each submitted work. If you’re aiming at something better than “F”, you better write unique works.

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Essay on Marketing

Students are often asked to write an essay on Marketing in their schools and colleges. And if you’re also looking for the same, we have created 100-word, 250-word, and 500-word essays on the topic.

Let’s take a look…

100 Words Essay on Marketing

The world of marketing.

Marketing is about spreading the word on products and services. It helps companies connect with customers.

Understanding Customers

Creating products.

Using customer insights, businesses develop products that solve problems or bring joy.

Communication is Key

Marketing involves telling people about products through ads, social media, and more. Clear communication is crucial.

Building Brands

Adapting and growing.

Marketing strategies change based on feedback. Companies adapt to stay relevant and successful.

Marketing is like sharing stories that connect what people need with what companies offer. It’s an exciting way to make products part of our lives.

Also check:

250 Words Essay on Marketing

Understanding the power of marketing.

Marketing: a concept that shapes the modern world. It’s more than just ads and promotions; it’s the engine driving business success. Let’s explore its significance.

The Essence of Marketing

Segmentation and targeting, value creation through branding.

Branding isn’t just a logo; it’s the emotions and perceptions associated with a product. Strong brands build trust and loyalty, allowing companies to command premium prices.

The Digital Revolution

The digital age has revolutionized marketing. Social media, search engines, and online ads allow for precision targeting and personalized communication. It’s not about bombarding, but about engaging.

Content is King

Analyzing and adapting.

Marketing isn’t a one-shot deal. It’s a constant process of analyzing results and adapting strategies. Tools like analytics help track what works and what doesn’t, leading to informed decisions.

Ethics in Marketing

The bottom line.

In a nutshell, marketing is the bridge that connects what you offer with those who need it. It’s not just about selling but about creating lasting value. Understanding its principles can propel businesses toward success in the modern world.

500 Words Essay on Marketing

Marketing: connecting the dots for successful business.

Imagine you’ve baked the most delicious cookies in town. You want everyone to know how tasty they are. That’s where marketing comes into play. Marketing involves all the activities that help you promote and sell your products or services. It’s about understanding what people want, creating something they’ll love, and then letting them know it exists.

Meeting New Friends: Customers and Businesses

In the world of marketing, two important players dance together: customers and businesses. Customers are people like you and me who need things. Businesses are the ones that make those things. Marketing helps these two groups find each other.

Traditional vs. Modern Marketing

Getting found: seo.

Think about searching for something online. How often do you go past the first page of search results? That’s why businesses use SEO. It’s like making sure your cookie recipe appears at the top when someone searches for “delicious cookies.” This technique helps businesses get noticed by improving their online visibility.

Understanding Your Brain: Neuromarketing

Ever wondered why some ads just stick in your head? Neuromarketing dives into how our brains respond to ads. Businesses use this technique to create ads that connect with us on a deeper level. It’s like making sure your cookie commercial triggers happy thoughts every time you see it.

Chatting with Businesses: Conversational Marketing

Have you ever had a chat with a robot on a website? That’s Conversational Marketing. Businesses use chatbots to talk to us, answer our questions, and even help us choose the right products. It’s like having a helpful assistant while shopping.

Shopping in Your Pajamas: Social Commerce

Putting it all together.

Marketing is like a puzzle where every piece matters. Businesses create amazing products, use modern techniques like VR/AR, Chatbots, Programmatic SEO, Social Commerce, and Neuromarketing to make us notice them, understand us better, and make shopping a breeze.

If you’re looking for more, here are essays on other interesting topics:

Marketing Essays

Magicflavor comprehensive marketing plan, evolving brand strategies: enhancing sustainable competitive advantage and brand equity, leveraging swot analysis for strategic excellence, a comprehensive analysis of competitive strategy and market focus, factors driving value co-creation, conagra’s strategic branding transformation, evolving trends in global influencer marketing, the impact of social media on louis vuitton’s growth in the british market., research on the factors influencing the willingness to use digital currency electronic payment in china —case of e-cny, developing an innovative idea for zoony skincare company, influences on consumer behavior in the healthcare sector, analyzing organizational goals and objectives, netflix’s 2020 strategy for battling rivals in the global streaming video market, image and brand management crossroads: a case study, brand reputation and purchase decision, essays on marketing.

Maybe you’re looking for a career in it or simply are interested in the power behind marketing. Either way, it’s an excellent topic for multiple essay topics. Marketing is what business uses to gain the attention of their potential customer. They use it to entice what users are looking to get and how their products or services can fulfill those needs.

It’s a blend of subliminally speaking to a consumer and using messaging in various mediums. This includes print, images and video to get to a psychological point of view. With Digital marketing and globalization it’s only become more complex. New markets are always opening up and new ways of sending out marketing messages.

It’s quite a diverse topic that looks at everything from what advertising looks like to how to capture someone’s attention in a matter of seconds. With technology, it’s also easier to capture marketing data points, helping to shift marketing from a creative field to an innovative and data-driven area. Items such as target audience and segmentation can be easily tracked so marketers can properly drive their efforts to the right consumers who will eventually buy the product or service.

How to write an essay about marketing

There are a lot of different avenues to go with marketing. You can look at how it’s a critical component of sales in general for business or, what consumer behavior looks like and how marketing works with it. There are also different types of marketing to consider as well.

Or you can go towards the psychology of consumerism and how marketing plays a critical role, and ensure that you cite plenty of use cases and data sets related to this topic. Technology also continues to grow in this field, with numerous marketing tools to help marketers in their roles. Looking at such technology, or the future of marketing technology will make for an excellent essay topic.

Topics to consider for essays on marketing:

• The importance of marketing in the modern business world • The different types of marketing • The marketing mix • The marketing research process • Consumer behavior • The future of marketing

So, try looking through the samples on this page. They will help you see different people’s points of view on marketing and create your own masterpiece!

Essay Samples on Marketing

Marketing career: crafting triumph through creativity and strategy.

The modern world is an intricate web of connections and communications, and at its core lies the vibrant marketing career. In this essay, we embark on a journey through the exciting realm of marketing, exploring its multifaceted nature, the skills it demands, and the opportunities...

A Brief Analysis of Samsung's Marketing Aim and Strategies

Samsung is a world famous brand that has been made popular not because of the products, but also their innovation in technology. It’s the seventh most valuable brand in the world. Myself I believe this is due to the marketing mix of the company which...

Marketing Strategy

Misleading Marketing Schemes in Australia and Their Impact

Marketing is the culprit of generating obesity. Marketing is detrimental to children’s health. Marketing is the culprit. Our country has been slammed with misleading marketing schemes and it is unacceptable. Marketers are using popular methods to wrongly entice young children to buy their products. An...

Advertisement
Consumer Behavior

Combination of Success: the Blend of Marketing and Customer Value

Marketing can be broadly defined as the communication channel linking a product or service to the targeted customers. Creation of value for customers is a critical task for marketers. From a customer's perspective, customer value is what they 'get' (benefits) relative to what they have...

Customer Service

A Few Marketing Plans to Strengthen Malaysia Airlines’ Brand

Amongst a few marketing plans that Malaysia Airlines’ could apply is consumer orientated sales promotion. In applying consumer orientated promotion, Malaysia Airlines’ can offer price-off deals on their plane tickets. Consumers are usually price sensitive, hence with applying price-off deals, consumers’ purchase decisions would be...

Marketing Plan

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Successful Marketing Strategy Starts With Great Advertisement

Advertisements: are best options to reach your customers, clients and patronisers. They can be the strategic procedures that guarantees contact with customers or prospects. Advertisement with various systematic approaches will attract someone’s attention better than single advertisement. You need to be systematic when promoting yourself...

Marketing and Advertising

The Pros and Cons of Digital Marketing Methods

Introduction Today Digital Marketing is a part of everyone’s life, from personal to professional use. People use it to get up-to-date information and the business evolved through this network (Chaffey, 2016). The Internet is the most cost-effective ways to promote businesses (Chaffey, 2016; Lu, 2016)....

Brand Management
Social Media Marketing

Non-profit and For-Profit Organizations

Non-profit and for-profit organizations share similarities and also have their differences. For-profit organisations stray far from non-profit organisations in their motives; for-profits are driven to boost revenue where non-profits hold more selfless motives and won’t suffer financial difficulties or loss. This difference flows into their...

Non-Profit Organization
Organization

Best topics on Marketing

1. Marketing Career: Crafting Triumph through Creativity and Strategy

2. A Brief Analysis of Samsung’s Marketing Aim and Strategies

3. Misleading Marketing Schemes in Australia and Their Impact

4. Combination of Success: the Blend of Marketing and Customer Value

5. A Few Marketing Plans to Strengthen Malaysia Airlines’ Brand

6. Successful Marketing Strategy Starts With Great Advertisement

7. The Pros and Cons of Digital Marketing Methods

8. Non-profit and For-Profit Organizations

Business Analysis
Mcdonald's
Dunkin Donuts
Family Business

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Home / Essay Samples / Business / Marketing

Essays on Marketing

Marketing is a dynamic and essential aspect of business that encompasses various strategies and techniques aimed at promoting products, services, and ideas. Crafting an essay about marketing serves several key purposes, offering insights into the intricacies of this field and its impact on businesses and consumers alike.

Understanding consumer behavior is crucial for successful marketing. Marketing Essays can analyze how consumer preferences, purchasing habits, and decision-making processes influence marketing strategies. Such analysis sheds light on the psychology behind consumer choices and how businesses can tailor their approaches accordingly.

Marketing directly influences a business’s success and growth. Essay examples can explore how effective marketing strategies contribute to increased brand visibility, customer engagement, and revenue generation. They can also discuss the potential risks and pitfalls of ineffective or misleading marketing campaigns.

An essay about marketing serves as a window into the multifaceted world of promoting products and ideas. By exploring marketing strategies, analyzing consumer behavior, and examining the impact of technology, readers gain a deeper understanding of how marketing shapes industries, influences consumer choices, and drives business success.

Accountability in the Army

Accountability is the cornerstone of effective military operations. In the army, the concept of accountability holds immense significance as it ensures that every member of the unit is responsible for their actions, equipment, and decisions. This principle not only promotes discipline but also ensures the...

The Best Buy Shopping Experience: Meeting Customers Needs

As one of the leading electronics retailers in the United States, Best Buy has earned a reputation for its wide selection of products, competitive prices, and exceptional customer service. From TVs and computers to home appliances and smart home technology, Best Buy, as explained in...

Debating Whether "The Customer is Always Right"

To begin with, the topic of the paper is “The customer is always right” essay where I will share why this saying doesn't work in real life. All arguments are based on my working experience. I did an internship for 1.5 months in the hospitality...

Advertisement: How to Grab the Reader's Attention

“You know why she’s wearing the sweatshirt, don't you.” was a print advertisement created by Metrecal for their weight loss product “Shape” in the 1970s. This is a persuasive advertisement created to convince the young female who is self insecure about their body to buy...

Discussion Whether Should Artists Music Be Used in Advertising

This is should artists music be used in advertising essay in which the topic is discussed. Internet services such as Amazon and iTunes are common ways people today and in recent years purchase their music. Advertising artist can be complex, as every situation is different....

Logos, Ethos and Pathos Advertisement: an Example Overview

This paper has pathos advertisement examples to show how this kind of advertisement work in modern media. People for the Ethical Treatment of Animals (PETA) published this attention-striking pathos advertisement that has the ability to evoke unpleasant emotions all the time. This pathos ad brings...

Analysis Strategic Plan Part 2: Swot

When we plan to start a new project or to achieve a goal, we must identify strengths, weaknesses, opportunities and threats in which it’s called the SWOT analysis. the essential goal of a SWOT examination is to enable associations to build up a full attention...

Contingency Thinking - 'Thinking Outside the Box'

I represent the form of Contingency thinking. I am responsible for making thinking outside the box and figuring out ways to overcome issues such as the one we are dealing with in Amazon. I am also responsible for summarizing and predicting the outcomes of certain...

Color, Typography and Pathos Examples in Ads

Five young boys are hidden behind the American flag. Their faces hold a sorrowful look that’s filled with distress. This ad is based on a true story in the early 1990’s. Here will be shown color, typography and pathos examples in ads. In this advertisement...

Strategic Plan: Implementation Plan, Strategic Controls, and Contingency Plan

A perspective is a way of viewing things, businesses should use multiple perspectives to form a holistic vision of the company. The strategic perspective is especially important as it develops the competitive mindset. The component of a strategic plan: implementation plan, strategic controls, and contingency...

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Advertising
Marketing Plan
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Black Friday
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Marketing Management
Consumer Behavior
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Brand Management
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Executive summary.

Marketing entails activities such as product design, strategies, pricing, and advertising, among others. Most of these aspects contribute to the success of marketing. The current paper is a marketing report of the Perfetto Juice Company. This company is based in the UK and operates in more than 15 countries. The paper begins with defining the elements of marketing that include research, strategy, planning and tactics. After that, the paper will present a list of the benefits of marketing orientation such as responsiveness, building customer value and constant improvement. Besides, the paper deals with the macro and micro-environmental factors that affect the marketing strategy of the Perfetto Juice Company. The Perfetto Juice Company has a strong brand image due to the production of quality products. However, due to the rapidly changing contemporary market, the Perfetto Juice Company needs to adopt effective marketing strategies aimed at ensuring its competitive advantage. So as to remain competitive, the Perfetto Juice Company needs to ensure that different aspects of marketing used by the company meet the wishes and needs of the target market.

Introduction

Marketing is a broad term that entails different activities such as product design, strategies, pricing, and advertising, among others. The mentioned activities are carried out in the marketing process. However, there are more important aspects of marketing that contribute to its success and serve as the backbone of marketing. The given company is an organization that produces fruit juice. The company supplies healthy beverages to its clientele across the globe. The company is based in the UK and is proud to be the number one smoothie brand in Europe. Its target market ranges from children to adults. The Perfetto Juice Company operates in more than 15 countries worldwide. The paper entails a marketing report of the Perfetto Juice Company.

1.1 Elements of Marketing Process As noted above, there are more important elements of marketing that contribute to the marketing process. These are research, strategy, planning and tactics. 1.1.1 Research Research is carried out to gather information on what the market wants. In the given case, the Perfetto Juice Company will carry out market research to identify the message it will adopt for its advertisement campaign and the channel that will be the best to be used. Besides, the company will determine the positioning by which it will target the right segment. According to Kotler and Keller, conducting market research helps companies analyze and determine their actions. 1.1.2 Strategy Once the company has its data ready, it will get to know where its products stand and identify the position of the company in the market regarding its strengths and weaknesses. As indicated by the studies, this element gives a company an idea of the types of strategies it will need to implement and the factors it will have to take into account to remain competitive and successful in the market. Therefore, after research, the element of strategy decides a company’s mission, vision, goals and direction. The Perfetto Juice Company needs to ensure that its strategic plan is carefully elaborated by considering all opportunities. 1.1.3 Planning Using the knowledge of where a company wants to be the company has to plan how it will achieve this goal. This is done by a company’s planning department. Kotler and Keller demonstrate that the marketing plan comprises of financial planning, sales forecasting, communications strategy and benchmarks that define how the company will meet its future strategic goals. The Perfetto Juice Company’s planning department needs to have a timeline to help monitor its achievement of the strategic plan. 1.1.4 Tactics According to the research, tactics are the short-term plans a company implements to attract and retain customers, beat rivals, provide better customer value, and increase sales. For example, when a company provides an offer of Buy 1, get 1 free , it is applying the sales tactic of attracting customers. Besides, reducing the price for a product on a holiday is a promotional tactic. By adopting such tactics, the Perfetto Juice Company will ensure that it is in line with the planning it conducted at earlier stages. Research indicates that most companies remain successful in the industry because they adopt smart marketing tactics. Due to the competitive nature of the beverage industry, it is necessary for the Perfetto Juice Company to adopt smart tactics such as price reduction to achieve customer acquisition and gain good revenues. 1.2 The Benefits and Costs of Marketing Orientation for Perfetto Juice Company Market orientation is a business viewpoint whereby the primary focus of a company is learning both the known and unknown needs of its target market and trying to fulfil them. 1.2.1 Responsiveness Customer orientation is regarded as one of the core pillars of market orientation. Research states that the companies that adopt this orientation have an advantage over their rivals since they stay ahead of the curve in marketplace responsiveness. Adopting market orientation will be a significant advantage for the Perfetto Juice Company. This is because the company will not only manufacture products that will meet the needs of its target market, but also do it promptly. 1.2.2 Building Customer Value A market-oriented approach will help the Perfetto Juice Company build customer value. The company will increase its customers’ loyalty to its brand hence develop customer repeat. Brand loyalty is important in marketing since it creates customer resistance to competitors’ lucrative offers such as introductory incentives. The customers, who feel their demands are highly valued by a company, reward the company with larger purchases and repeat sales. 1.2.3 Constant Improvement Market orientation helps a company improve its processes and systems since it fosters a culture of implementation. Using the market orientation approach, the Perfetto Juice Company will be able to improve the product offerings and adapt to the present and future needs of its clientele.

2.1 The Macro and Micro Environmental Factors There are two kinds of external marketing environments; micro and macro. These factors are beyond the control of marketers, but they still influence the decisions made while creating a marketing strategy. The macro environmental factors are those that indirectly affect a company by influencing market-related decisions. These include the demographics of the populace a company is operating with. Lamb et al. indicate that age distribution, religion, growth rate, and ethnicity influence customer preferences and the behavior of employees. Since the Perfetto Juice Company operates in different countries, it is important for the company to structure its products to suit the demographics and expectations of each region. Additionally, the economic factors related to the production of goods, distribution and customer purchase power influence business decisions within the company. The physical forces such as natural renewal and non-renewal forces also influence the ways of how resources in the Perfetto Juice Company are utilised and managed. The technological factors will determine which kind of machinery the company will use in a particular country. This is dictated by the products a company can produce within a given time. Besides, the company should consider the political and legal requirements established by the government and pressure groups of each region. This is because the factors will determine the company’s production ability, design, pricing, and promotion. Furthermore, the Perfetto Juice Company needs to consider the socio-cultural factors. This is needed for the production of goods that are in-line with the cultural values of the company’s target market, as well as the cultural lifestyle. On the other hand, the micro environmental factors are in the company’s propinquity. This is because they influence the company’s product range and organisation. Though the micro environmental factors affect the company directly, it is not possible for the company to change or improve them. They include market intermediaries, suppliers, governmental authorities, ultimate and industrial customers, and international customers. These factors are affected by the decisions made by the company. For example, the Perfetto Juice Company needs suppliers of raw materials such as farmers. However, the company cannot influence the decisions of farmers concerning the quantity and price of raw materials that they can supply at any time. Other factors influencing product differentiation, quality and quantity are the competitors and public. Thus, the Perfetto Juice Company needs to structure its business practices in line with the micro-environmental factors. 2.2 The Basis of Segmenting the Market It is an important task for a single company to participate in a large-scale production, mass distribution and extensive promotion of products. This is because such operations result in increased operational costs. In order to reduce these costs, companies need to segment their market. Market segmentation is also meant to meet the demands of the target market. In the fruit juice industry, customers have similar preferences. All of them want juice that is meticulously produced and good for their health. Considering this requirement, the Perfetto Juice Company can segment its market as follows. 2.2.1 Demographic Segmentation The product, juice, is not limited to any group, individual or gender. It is a product intended for everyone, be it the higher class, middle class or poor people. Though the product may require the target group to allocate a proportion of their income, it can be provided in quantities that would cater for people with different income. The main challenge for the Perfetto Juice Company is to convince its target market to buy their juice for its nutritional value. As such, the main target group of the company will be individuals that are health conscious and those who care about their weight. By taking into account this factor, the company will set affordable prices and adopt efficient strategies to convince its target group to buy the juice and smoothies produced by the company. 2.2.2 Psychographic Segmentation Such issues as personality traits, lifestyle and personal values are used to segment the market. In this regard, the segmentation of the target group for such products as juice and smoothies should approach achievers. The Perfetto Juice Company should attract people who want to try their product in the market. The company’s advertising should focus on people of conservative views. Besides, it should create a perspective of healthier life if the juice and smoothies produced by the company are consumed. 2.2.3 Behavioural Segmentation Based on consumer behaviour, fruit juice and smoothies can be segmented based on the benefits the consumers seek to achieve as a result of buying the product. The buyers look for the juice that will meet their preferences. Therefore, the company should ensure that the advertisements enhance customer loyalty. The Perfetto Juice Company should emphasise the importance to increase the consumption of the product during the day. To achieve loyalty, the company should ensure that the juice and smoothies serve the interests of the target market and satisfy customers’ expectations. This means that juice and smoothies produced should be of high quality. 2.3 Factors Influencing Market segmentation 2.3.1 Strengths and Philosophies The appropriate market segment can be described as the one where customer needs reflect the things a company has to offer regarding the business values, philosophy and product strengths. This will help the Perfetto Juice Company develop and deliver high-quality products. Besides, the company also has low-cost advantages in its operations. Therefore, it will benefit the company to choose a budget-conscious market with quality preferences. 2.3.2 Competition Another external factor influencing market segmentation is the level of competition. According to the research, it is important for the companies to compare the benefits of offering products in different market segments. Choosing a marketplace with few competitors is always a better option. In the smoothies industry, customers rely on the major providers who control the market. The Perfetto Juice Company has an advantage since it is a widely recognised brand. From the scenario, the company was named the official juice and smoothies provider for 2012 Summer Olympic Games. This is a clear indication that the company produces quality products. 2.4 Consumer Buying Behaviour The process of consumer buying is complex since there are many uncontrollable factors that influence customer buying behaviour. Culture is the first factor influencing consumer buying behaviour. Culture entails the beliefs and attitudes adopted by people in the course of their development. Culture helps people develop opinions that influence their choices of purchasing particular products. As such, the Perfetto Juice Company needs to do a market research to gather information on the cultural preferences of its target market. This will help the company deliver products that will meet the customer’s cultural preferences. Social status is the second influencing factor. The levels of social standing and income as well as an individual’s lifestyle influence their buying habits. A person who earns $200000 has a different lifestyle from the one who earns $2000. These two individuals have different buying habits. Besides, character also influences buying decision. Being either an introvert or extrovert influences the purchases made. Thus, the Perfetto Juice Company needs to engage in a vigorous marketing and advertising campaign to influence its target market in terms of purchasing juice and smoothies. The ads should focus on convincing the customers of the health benefits associated with the company’s products. 2.5 Product Repositioning In some cases, the initial positioning of a product does not bring the desired results in terms of customer preferences. In other cases, this positioning could be successful, but the market position could be saturated. As such, companies need to reposition their products. For example, the target market may find the juice and smoothies to have a bad taste. Besides, they may dislike the packaging. As such the Perfetto Juice Company needs to address such issues by repositioning their product. For example, the company could improve the bad-tasting brand with a new one and add such labels as “New Tastes” to the juice packaging.

3.1 Products Development to Sustain Competitive Advantage To sustain competitive advantage, companies need to develop unique products. From the case scenario, it is evident that the Perfetto Juice Company develops the best products, which help it maintain a competitive advantage. The company employs differentiation and positioning strategies. The company produces a lineup of products distinguished by an amusing approach to the brand. The packaging cans have amusing labels that are refreshed twice a year. 3.2 The Role of Distribution Channel in Promoting Customer Convenience A distribution channel refers to the processes through which a product moves from the production to consumption points. Each stage has organisations referred to as intermediaries. As indicated by the research, customers wish to buy from intermediaries because they offer a wider range of products. Additionally, the use of the distribution channel will help the company reach out to more customers. Evidently, some potential customers may not be in a position to get to the headquarters of the company but through intermediaries, they will get access to the juice and smoothies market. Besides, through the use of a distribution channel, customers will have a consistent market supply. This is because the distribution channels will ease the storage of Perfetto Juice Company, which will in turn use the warehouses to store raw materials for production. The company can tack and trace the flow of its products in logistics networks through the use of barcodes. This will ensure that their customers get high-quality goods. 3.3 The Role of Pricing Strategies Pricing strategies provide a reliable way of communicating with clients. Since the price is known to the buyer, they can compare different brands. The Perfetto Juice Company can use pricing to position its products as a high-quality brand. Additionally, pricing serves as an instrument of competition. The Perfetto Juice Company can use pricing to differentiate its business from the competitors. Studies report that pricing can substitute the sales promotion and advertising. As such, the Perfetto Juice Company can use pricing as a motivation to channel customers as a focus of the promotional strategy. In determining the role of pricing strategies, the Perfetto Juice Company needs to evaluate the significance of prices in terms of customer reaction, competitive positioning and financial requirements. 3.4 Promotional Activity and Marketing Objectives The promotional element of marketing is important for persuading customers to purchase a company’s brand over its rivals in the market. The integration of promotional activities is important to long-term brand building. The first concept of integrating promotions is consistency. The Perfetto Juice Company should ensure that the ad messages reflect its core benefits of product quality. This will help the company persuade the customers. The next important aspect is coordination. The timing and selection of promotions through the media are important for reaching customers and influencing them. For example, the Perfetto Juice Company can promote itself as a wholesome brand and strengthen the perception through community involvement to enhance advertising. 3.5 Elements of Extended Marketing Mix The following forms part of the service marketing mix. The first element is people. In the delivery of a product or service, the person delivering it is not different from the product. If the seller is rude to the customer who is purchasing juice or smoothie, the whole experience is labeled as bad. Therefore, the Perfetto Juice Company should invest in the appropriate individuals to perform the service role. The second element is the process. Apparently, the provision of service needs to maintain a balance between standardisation and customisation. Besides, the processes involved require special attention. The process should be clearly defined on behalf of the service provider. The Perfetto Juice Company should ensure that the process involves areas where customer preference can be accommodated. The last element is physical evidence. The attractiveness and comfort of a service location can influence the experience of the user. Therefore, the Perfetto Juice Company should ensure that they are operating in a calm and comfortable environment to ensure customer attraction and retention.

4.1 Marketing of Perfetto Juice Company using 4P’s The marketing mix consists of four decisions that need to be made with the aim of satisfying customers and achieving the company’s objectives. The four decisions include product, price, promotion and place. Product: the company deals with healthy natural products such as fruit juice and smoothies. These products have been traded on the market for long, and the market seems to be saturated. Therefore, the Perfetto Juice Company needs to reach out to more customers and offer affordable prices for the products. Besides, ensuring that the juice and smoothies are of high quality will help the company retain its competitive advantage. Pricing: as indicated by the existing research, a company should consider pricing strategies for it to achieve efficient marketing. Pricing decisions depend on the company’s expenses and the prices of competitors. To retain customers, the Perfetto Juice Company should develop high quality products and quote lower prices than its rivals. Promotion: with the increased competition in today’s market, it is important for the companies to adopt promotional strategies aimed create awareness of their products among their customers. The Perfetto Juice Company should adopt promotional strategies that include sales promotion, advertising and personal selling. The company can also use the social media to reach a wider target market. In turn, this will boost the market share and sales of the company. Place: this denotes the location where the products can be purchased. This includes virtual and physical stores. The Perfetto Juice Company can either distribute its products through distribution channels or sell them directly to customers. 4.2 Business versus Consumer Marketing The success of a company’s marketing strategy entails achieving an understanding of the markets of operation. These can be consumer or business markets. The difference between the two markets can be defined by determining who is buying the goods and why the goods are being bought. In the business markets, goods and services are sold to different businesses, governments and intermediaries who then re-sell them to customers. On the other hand, in the consumer markets, the goods are sold to the consumers for consumption rather than for re-sale. Due to the differences in the two markets, the adopted marketing strategies would also be different. Business markets involve sales and purchasing of goods and services by various businesses, governments and market intermediaries to facilitate the finished product that is then re-sold to the end user. In contrast, consumer markets involve the purchase and sales of goods and services to consumers for their use rather than for re-sale. The company needs to develop its strategies based on the needs and buying processes of the specific market. In the consumer markets, the buying decisions for larger purchases might be complex. This is because the decisions might involve multiple family members. This is unlike the situation in the business markets where the buying process involves high decision making. 4.3 Domestic Market versus International Market Marketing has been defined as the efficient utilisation of the resources of a company to meet consumer demands. Marketing is carried out either locally and nationally or internationally. There are certain differences between international and domestic marketing. Domestic market entails selling of the company’s products within a local financial market. On the other hand, international marketing entails selling of the products in an international financial market. Unlike the international market, there are no language barriers in domestic marketing. Besides, obtaining data on marketing trends is easier. In terms of international marketing, every country has its business laws, and every company operating in the international market must follow them. In addition, the international market is unstable, and companies need to be ready for any changes.

The paper encompasses a report on the marketing strategy of the Perfetto Juice Company. The company is seen to have a strong brand image due to the production of quality products. However, due to the rapidly changing modern market, the Perffeto Juice Company needs to adopt effective marketing strategies. The paper has discussed a range of marketing elements such as promotional strategies, the marketing mix, macro- and micro-environmental factors, market segmentation, and product development aimed at ensuring a stable competitive advantage. So as to remain competitive, the Perfetto Juice Company needs to ensure that different aspects of marketing used by the company meet the wishes and needs of the target market.

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Writing Guides

How To Write Marketing Essay

Table of Contents

How To Write Marketing Essay (Complete Guide)

Introduction writing
Body paragraphs writing
Conclusion writing
Outline example

Marketing essays or marketing papers are one of the most common types of essays a student will encounter in her life. This is because papers on marketing are not only considered school requirements but are mostly used in the professional field. Marketing essay writing is a very indispensable skill in the field of business, administration, and the like. More particularly, marketing essays are very detailed and well-researched because of the fact that their main purpose is to provide a comprehensive and step-by-step plan for their readers about how to take persuasive action toward customers and clients in purchasing their product. However, because of its sheer complexity and importance, most writers are daunted with the idea of writing one. Thus, in order to help you, below are some marketing essay writing guides and tips to get you started.

Marketing essay outline

In order to write a good marketing essay, it would be best to have a solid and well-founded structure. To be able to do this, one of the most common techniques is marketing essay outlining. As the term implies, this technique provides an outline for a marketing essay, so one can easily form their ideas, set their milestones, and achieve their goals without missing them. In other words, this outline provides the writer with a checklist of the things/ideas/opinions which he/she forgot and makes sure that they would be covered throughout the text.

Below is an example of a marketing essay outline about the topic “how to boost sales in the supermarket’s kid’s department section?”

Boosting sales in the Kid’s department section

Background context
Statement of the problem
SWOT (Strengths, Weaknesses, Opportunities, and Threats) overview of the problem
Thesis statement (quick overview of your solution)
The significance of the proposed solution
Supporting evidence and case studies from the same context
Projected result/milestones
Potential risks and crisis management strategies

How to start a marketing essay

By following the outline stated above, one can now easily write an essay draft to help answer what is perhaps the most difficult question any writer could ask, which is, “how to start a marketing essay?” As most of us are already aware, a marketing essay technically starts with an introduction. Outlines are simply a way to help you get started and focused throughout the course of your paper, while a marketing essay introduction actually sets the trajectory of your paper and guides the readers as to what they should expect by the end of the paper. Listed below are some tips as to how to write an effective marketing essay introduction.

Tips on writing a marketing essay introduction:

Make sure the main point/goal of your marketing essay is stated
Point out what interventions should be done by the end of the paper
State the SWOTs and discuss how would you plan to utilize/tackle it in the succeeding parts of your paper

After working on your introduction, the next step is writing the body of your marketing essay. Technically, the main body paragraph is where you expound on what you’ve stated in your marketing essay introduction. In other words, this is where you provide argumentative support for the SWOTs and the interventions (planned solution). One important note that everyone should be aware of is all of these paragraphs in the body should support your main idea until you have reached your conclusion.

Listed below are some indispensable tips on how to write the body of a marketing essay:

Always make sure each paragraph starts with an idea (which either supports the previous paragraph or the main topic in general) and succeeds with sentences that support the main idea.
Keep the number of words per paragraph to about 300-400 words
Use transition words to smoothly shift from one topic to another. Some examples of transition words are; and, nevertheless, furthermore, nonetheless, thus, therefore, etc.

After working on the main paragraph and building up your ideas, the next step is writing the conclusion for a marketing essay. Mainly, a conclusion is where you again point out your ideas during your introduction and make a firmer claim about it (since you’ve already proven your point during the body).

Aside from this, here are other tips on how to conclude a marketing essay:

Make sure you’ve pointed out every detail/argument stated in your main body
Be firm about your point and discuss why it should be taken into consideration
Visualize a projected result of your planned intervention, based on the data that you’ve found in your body
Identify the risks which your intervention might bring

Sources for essay choice

In choosing the sources for your marketing essay, it would be best to remember that, just like any other kind of academic and professional essay, looking for credible, if not, academic sources. As a student, looking it would be best to look for these resources in your local or university library or even on the internet by searching for online journals.

Finalizing essay

Writing a marketing essay is not a simple task. The repercussions of the interventions which you’re trying to propose might become a big letdown for the company, especially if you did your research halfheartedly. Thus, in order to finalize your essay, remember that it is always of prime importance to proofread your work, and ensure quick but easy revisions could be done with it.

Essay on Marketing: Top 9 Essays on Marketing

Essay on‘Marketing’. Find paragraphs, long and short term papers on ‘Marketing’ especially written for school and college students.

Essay on Marketing

Term Paper Contents:

Essay on the Challenges and Opportunities of Marketing

Essay # 1. Introduction to Marketing:

ADVERTISEMENTS:

Marketing is everywhere. Everything from presenting yourself for a job interview to selling your products includes marketing. Main objective of any company is to gain profits which can be achieved only through marketing of the products. Marketing enables the companies to create demand and earn profits. If these two aspects are not taken care of, then the company will not survive in the market.

“Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers, and for managing customer relationships in ways that benefit the organization and its stakeholders.” – (American Marketing Association)

“Marketing is a social process by which individuals and groups obtain what they need and want through creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.” – (Philip Kotler)

Thus it can be safely said that a company reaches its customer through marketing and communicates to them about the products and services offered by the company.

ADVERTISEMENTS: (adsbygoogle = window.adsbygoogle || []).push({}); Essay # 2. Evolution of Marketing :

In earlier days, an organization was mainly concerned with production of goods. It used to believe on mass production and paid less or negligible attention on quality of the product and the customer’s demand.

After some time, the focus of organization shifted from production of the product to the sale of the product. The concept of marketing emerged gradually in 1970’s after the production and sales era. It took many years for organizations to realize that a customer is the key for making profits in the long run. The marketing concept is evolved through various stages.

These stages are explained below:

1. Production Era :

The production era began with the Industrial Revolution in the 17th century and continued till 1920s. Say’s law – Supply creates its own demand – was applicable in this era. The demand for products was more than the supply in the market; thus, it was a seller’s market. In the production era, the main aim of an organization was to manufacture products faster and at low prices. In this era, customers were concerned only about the availability of products and no importance was given to features and quality of products.

2. Sales Era :

The sales era came into existence in 1920s and continued till the mid of 1950s. This era was marked by the great depression of 1923. The depression proved that manufacturing products was not everything because the sale of the products was also important for organizations to earn profit.

Thus, the need for developing promotion and distribution strategies emerged to sell products. The organizations started advertising their products to increase their sales. Many organizations created specialized market research departments to collect and analyze the prevailing market data.

3. Marketing Era :

The sales era merely focused on selling the goods and ignored the consumers’ needs and demands. The year 1970 marked the advent of marketing era. In the marketing era, organizations realized the importance of customers and started designing the products as per customers’ needs.

Therefore, the marketing era led to the development of customer-centered activities over the production and selling activities. Organizations came up with different techniques, such as customer survey, to collect and analyze data for understanding the customer’s expectations, needs, and wants.

ADVERTISEMENTS: (adsbygoogle = window.adsbygoogle || []).push({}); Essay # 3. Approaches to the Study of Marketing:

The meaning of marketing is different to different people. In common parlance, marketing is the process of selling something at a market place. To a salesman it means selling whereas to an advertising manager it means advertising. To some it means the study of individual commodities and their movement in the market place, to some others marketing means the study of institutions and persons who move their products or study of the economic contributions.

Thus, there are different approaches to the study of marketing:

1. Commodity Approach:

The commodity approach focuses a specific commodity and includes the sources and conditions of supply, nature and extent of demand, the distribution channels used and the functions, such as buying, selling, financing, advertising storage etc. various agencies perform. Prof. Paul Mazur defined as “the delivery of a standard of living to society. Prof. Malcolm McNair expanded the definition to “the creation and delivery of a standard of living”.

2. Institutional Approach:

The institutional approach focuses on the study of various middlemen and facilitating agencies.

3. Functional Approach:

The functional approach considers different kinds of functions recognized for their repetitive occurrences and necessarily performed to consummate market transactions. Converse, Huegy and Mitchell define marketing as the “business of buying and selling and as including those business activities involved in the flow of goods and services between producers and consumers.” American Marketing Association, perhaps, gives more factual or descriptive definition. It defined marketing as the performance of business activities that direct the flow of goods and services from producer to consumer or user.

4. Managerial Approach:

The managerial approach concentrates on the decision making process involved in the performance of marketing functions at the level of a firm. Howard, Phelps and Westing and Lazo and Corbin are the pioneers of the managerial approach.

5. Societal Approach:

The societal approach consider the interactions between the various environmental factors (socio-logical, cultural, political, legal) and marketing decisions and their impact on the well- being of society. Kotler, Feldman and Gist, were the main proponents of the societal approach.

6. Systems Approach:

The systems’ approach is based on Von Bartalanffy’s general systems theory. He defined system as a “set of objects together with the relationships among them and their attributes”. This approach recognizes the inter-relations and inter-connections among the components of a marketing system in which products, services, money, and equipment and information flow from marketers to consumers that largely determine the survival and growth capacities of a firm.

7. Modern Concept:

The new managerial awareness and desire reflected in the consumer orientation for all all-out commitment to the market consideration and to connect all marketing operations to the consumer needs has given birth to a new operational concept. Felton views the marketing concept as “a corporate state of mind that insists on the integration and coordination of all marketing functions that, in turn, are welded with all other corporate functions, for the basic objective of producing maximum long-range corporate profits.

According to Kotler, the marketing concept is a customer orientation backed by integrated marketing aimed at generating customer satisfaction as the key to satisfying organizational goals. According to McNamara,” marketing concept is … a philosophy of business management, based upon a company- wide acceptance of the need for customer orientation, profit orientation, and recognition of the important role of marketing in communicating the needs of the market to all major corporate departments”.

Lazo and Cobin describe marketing concept as ” the recognition on the part of management that all business decisions of a firm must be made in the light of customer needs and wants; hence, that all marketing activities must be under one supervision and that all activities of a firm must be coordinated at the top, in the light of market requirements”. King has given one of the most comprehensive descriptions of the marketing concept. He defined it as, “a managerial philosophy concerned with the mobilization, utilization and control of total corporate effort for the purpose of helping consumers solve selected problems in ways compatible with planned enhancement of the profit position of the firm”.

These definitions suggest that marketing is only concerned with the movement of goods and services from the plant to the consumer. This is thus a production-oriented definition more appropriate for a sellers’ market and dangers in case of buyers’ market. In fact, marketing is related with the sophisticated strategy of attempting to offer what the consumer may want and at a profit.

ADVERTISEMENTS: (adsbygoogle = window.adsbygoogle || []).push({}); Essay # 4. Objectives of Marketing:

According to Peter F. Drucker, “Marketing means such a perfect understanding of the customer that the product fits him totally and sells itself. Marketing would result in a customer who is ready to buy all that, what should be needed then is to make the product available.”

Organization’s marketing strategies are designed in tune with various marketing objectives.

The objectives of marketing aim at:

1. Creating demand for the products by identifying the needs and wants of customers. The consumers get familiar with the usage of products through different promotional programs, such as advertising and personal selling. This helps in creating demand for the products by the customers.

2. Increasing the market share of the organization. The marketing efforts, such as promotion, create the product awareness in the market. The product awareness helps in capturing the reasonable share in the market by organization.

3. Building the goodwill of the organization in the market. Every organization tries to earn reputation in the market by providing quality goods to the customers. It builds its goodwill by popularizing products supported by advertising, reasonable prices, and high quality.

4. Increasing profits and achieving long-term goals through customer satisfaction. All the marketing activities revolve around the customer. These activities fulfill the organization’s long-term goal of profitability, growth, and stability by satisfying the customer’s demands. All the departments, such as production, finance, human resource, and marketing, coordinate with each other to fulfill the customer’s expectations keeping the maximization of profit as the focus.

Essay # 5. Marketing Process:

Marketing Process —– The marketing process is one that involves the following chain of business activities:

1. Identification and study of the desires, needs, and requirements of the^ consumers;

2. Testing the validity of the consumers’ reaction in respect of product features, price, distribution outlets, new product concepts, and new product introduction;

3. Matching the consumers’ needs with the firm’s offerings and capabilities;

4. Creating effective marketing communications and programmes with emphasis on lower price, mass distribution channels and mass advertising to reach numerous market segments so that the consumers know about the product’s availability; and

5. Establishment of resource allocation procedures among the various marketing components like sales promotion, advertisement, distribution, product design, etc.

Outline of functions in the Marketing Process : In order to place the goods in the hands of the consumers, an integrated group of activities is involved in marketing. Marketing functions cover all those activities which are required for the journey of goods from the producer to the consumer. Goods require some preparations, undergo many operations and pass several hands before they reach the final consumer.

In consideration of the above factors, Clark has divided the modem marketing process into three broad categories as under:

(i) Concentration

(ii) Dispersion

(iii) Equalisation.

These are explained below.

1. Concentration – In a marketing process, concentration is that business activity in which the goods flow from many manufacturers/producers toward a central point or market. If we think of international trade, we find that the customers of a particular corporation or firm world reputation are scattered in different countries and even located thousands of miles, away, and the products are transhipped to points accessible to than. Similar scene is found even in the case of national trade. With the development of trade and commerce, the efforts in the direction of concentration activity have to place more stress on the functions like collection, storage, transportation and inventory of goods in the central markets, and processing of customer’s orders. In addition, the aspects of financing and risk-bearing are also to be taken into consideration.

In India, the concentration activity is undertaken by the Governments at the Central and State levels. Food example, The Food Corporation of India undertakes this activity in case of grains, rice, sugar, etc.

2. Dispersion – In a marketing process, dispersion is that business activity in which the goods flow from the central locations to the final consumers. The wholesalers and retailers play a great role in this activity. This activity involves many other supporting activities like classification, gradation, storage and transportation of goods. The functional aspects of finance and risk-bearing need important considerations.

In India, the agencies like The State Trading Corporation of India, The Minerals and Metals Trading Corporation of India, and The Food Corporation of India undertake this dispersion or distribution activity in respect of certain specified goods. Sane large scale manufacturing companies have, of late, undertaken this activity as a part of their marketing activities.

3. Equalisation – In a marketing process, equalisation refers to the adjustment of supply to demand on the basis of tint, quality, and quantity. This process helps to maintain the state of equilibrium between the forces of demand and supply. The primary responsibility of a business unit towards the consumers and customers is to make available the right products of right qualities at the right tine, in right quantity, at the right place and at the right price. The equalisation activity can serve these objectives.

Essay # 6. Integrated Marketing Communication Process:

Marketers operate is a very dynamic environment characterised by changing customer needs and wants, severe competition, changing process technology, advancements in information technology, government regulations, etc. That is why, they are adopting Integrated Marketing Communication (IMC).

Integrated Marketing Communication (IMC) involves integration of company’s various communication channels to deliver a clear, consistent and compelling message about the company and its products and brands. Most of the companies communicate with target customers by using promotion tools like advertising, personal selling, sales promotion, public relations and direct marketing. Through each of these tools, some message is transmitted to the target customers. IMC calls for careful blending of these promotional tools to ensure effective communication.

Integrated Marketing Communication (IMC) requires developing a total marketing communication strategy that recognises that all of a firm’s marketing activities (not just promotion) communicate with its customers. Everything a marketer does sends a message to the target market.

The EMC approach is an improvement over the traditional approach of treating various promotional activities as totally separate. It helps to develop the most suitable and effective method to contact customers and other stakeholders.

Often different tools play different roles in attracting, informing and persuading target customers. These tools are carefully coordinated under IMC so that they provide the same clear and consistent information about the company and its products/brands.

IMC leads to a total marketing communication strategy aimed at building strong customer relationships by showing how the company and its products can help customers solve their problems. It ties together all of the company’s messages and images.

The company’s television and print advertisements have the same message, look, and feel as its e-mail and personal selling communications. And its public relations materials project the same image as its Website or social network presence.

Communication Process:

Definition of Communication:

The term ‘communication’ is derived from the Latin word ‘communis’ which means common. That means if a person communicates with another, he establishes a common group of understanding. According to Newman, Summer and Warren, “Communication is an exchange of facts, ideas, opinions or emotions by two or more persons”.

Communication does not mean merely sending or receiving message. It involves understanding also. It is, in fact, a bridge of meaning and understanding between two or more people. Thus, communication is a two- way process.

The salient features of communication are as follows:

(i) Communication involves at least two persons—one who sends the message and the second who receives the message.

(ii) Communication is a two-way traffic. The process of communication is not completed until the message has been understood by the receiver. Understanding is an essential part of communication, but it does not imply agreement.

(iii) The basic purpose of communication is to create an understanding in the mind of the receiver of information.

(iv) Communication may take several forms, e.g., order, instruction, report, suggestion grievance, observation, etc. The message may be conveyed through words spoken or written, or gestures.

Elements of Communication:

Communication is a process involving exchange of facts, viewpoints and ideas between persons placed in different positions in the organisation to achieve mutual understanding as shown in Fig. 11.5. The communication process starts when the sender or communicator has a message communicate to some other person known as receiver. It will be completed when the receiver gets the information and sends feedback to the communicator.

The essential elements of communication are described below:

(i) Sender or Communicator:

The person who conveys the message is known as communicator or sender. By initiating the message, the communicator attempts to achieve understanding and change in the behaviour of the receiver. In case of marketing it is the marketer (sender) who starts the communication process.

(ii) Message:

It is the subject-matter of any communication. It may involve any fact, opinion or information. It must exist in the mind of the communicator if communication process is to be initiated. In marketing, the marketer’s message relates to product, price and place.

(iii) Encoding:

The sender of information organises his idea into a series of symbols (words, signs, etc.) which, he feels, will communicate to the intended receiver or receivers. This is called encoding of message. Communication may take place through physical gestures also.

(iv) Media or Communication Channel:

The communicator has to choose the channel for sending the information. Communication channels are the media through which the message passes. It may be either formal or informal. In marketing, media may be salespersons, advertisement and publicity.

(v) Receiver:

The person who receives the message is called receiver. The communication process is incomplete without the existence of receiver of the message. It is the receiver who receives and tries to understand the message. The receiver in case of marketing is the prospective or present customer.

(vi) Decoding:

After the appropriate channel or channels are selected, the message enters the decoding stage of the communication process. Decoding is done by the receiver. Once the message is received and examined, the stimulus is sent to the brain for interpreting, in order to assign some type of meaning to it. It is this processing stage that constitutes decoding. The receiver begins to interpret the symbols sent by the sender, translating the message to his own set of experiences in order to make the symbols meaningful.

(vii) Response:

Response refers to the set of reactions that the receiver has after being exposed to the message. In case of advertising, a response may mean developing a favourable attitude towards the product as a result of an advertising campaign. However, in many cases, measuring such responses is not easy.

(viii) Feedback:

Communication is completed when the communicator receives feedback information from the receiver. The feedback may reveal that the receiver has understood the message. It may also contain information about the action taken by the receiver on the basis of message sent by the communicator. Thus, feedback is the backbone of effective communication.

(ix) Noise:

Noise is a very common thing we observe in our day-to-day interaction with others. At times it affects adversely the effectiveness of communication. For example, if a person is talking over the phone to another and there is a noise around him, he will feel great difficulty in listening to the person at the other end of the phone. Even the noise can affect the voice of the sender of the message.

Hurdles or Difficulties in Marketing Communication:

There are four factors which might create hurdles or problems in communication between the marketer and the target customer.

These hurdles include noise, selective attention, selective distortion and selective retention as discussed below:

Noise is a sort of interfering sound in the communication process anywhere along the way from the sender to the receiver and vice versa. It can be sound of running bus, two persons talking close at hand or someone shouting around. Noise of any kind has the potential of creating disruption or barrier to effective communication. The sources of noise can be both internal and external. Noise within the office can be controlled, but it is very difficult to control the external noise.

Noise is one of the biggest obstacles in marketing communication. For example, a driver’s need to provide safety to the traffic sidetracks the role of billboards, banners, etc. during disturbed weather conditions —wind, dust storm, rain, etc. Similarly, too much advertisement exposure during the day of purchase of tyre for a car, would disturb the planned purchasing.

These constitute noise in the communication process. The level of noise may not allow a customer to receive the message as intended. The effectiveness of communication depends upon the level of congruity and compatibility between different elements of the communication.

(ii) Selective Attention:

A person may be exposed to hundreds or thousands of ads or brand communications in a day. Because a person cannot possibly attend to all of these, most stimuli will be screened out. This process is called selective attention. Because of this, the marketers have to work hard to attract consumer’s notice. Generally, people are more likely to notice stimuli that relate to a current need.

Thus, a person who is motivated to buy a car is most likely to notice car ads. The process of selective attention explains why advertisers make extra efforts to grab the audience’s attention through fear, music, or bold headlines.

(iii) Selective Distortion:

Selective distortion is the tendency to interpret information in a way that fit one’s perception. Consumers often distort information to be consistent with prior brand and product beliefs. Thus, the target audience will hear what fits into their belief systems.

As a result, receivers often add things to the message that are not there and do not notice other things that are there. The advertiser’s task is to strive for simplicity, clarity, interest and repetition to get the main points across.

(iv) Selective Retention:

People retain in their long-term memory only a small fraction of the messages that reach them. If the receiver’s initial attitude towards the brand is positive and he rehearses support arguments (that is, tells himself things such as the product is in fashion or that it is reasonably priced or that it delivers good value, etc.), the message is likely to be accepted and have high recall.

If the initial attitude towards the brand is negative and the person rehearses counter arguments (that is, tells himself that the product is highly overpriced or that the competing products offer more value to customers or that the brand is not doing well in the market, etc.) the message is likely to be rejected but to stay in long-term memory.

Thus, the advertiser’s task is two-fold here. He not only has to create an initial favourable attitude towards the brands but also through his ads communicate to the audience strong points about the brands so that the customers can rehearse the same and the brand is positively placed in the long-term memory of the customers.

Essay # 7. Role of Marketing in Economic Development :

In today’s era of globalization role of marketing is increasing to fulfill different needs and requirements of people. Due to increase in scale of production and expansions of markets, producers need support of marketing tools to distribute their goods and services to the real customer.

High competition in market and product diversification has increased the marketing activities like advertising, storage, sales promotion, salesmanship etc. Now high profits can be attained by high sales volume and good quality of products and services. Marketing has acquired an important place for the economic development of the whole country. It has also become a necessity for attaining the objective of social welfare and high quality of life.

The importance of marketing can be explained as under:

(a) Importance of Marketing to a Firm:

Marketing is considered to be the prime activity among all the business activities. Success of any business depends on success of marketing. Peter F. Drucker has rightly said that, “Marketing is the business.” Objective and goals of any organization can be achieved through efficient and effective marketing polices. The success of an enterprise depends to a large extent upon the success of its marketing activities.

The importance of marketing to the firm can be explained as under:

1. Marketing in Business Planning and Decision Making:

Marketing research is helpful in searching opportunities and potential in market. It is necessary for an organization to decide what can be sold before deciding that what can be produced. Unless and until these key decisions are taken, it is not practical to take the decisions regarding production, quality of product, type of product and quantity of production etc.

Marketing is very helpful in taking all such decisions therefore its plays an important role in business planning. Marketing provides valuable information regarding production policies, pricing policies, advertisement and sales promotion policies of competitors, so that a suitable policy may be formulated by the top management.

2. Increase in the Profits:

The main objective of every firm is to increase the profitability by successful operations of its activities. Maximization of profits can be possible only through the successful operations of its activities. Marketing department need the help of other departments as well for discharging its duties successfully, marketing department coordinate with other departments like finance, production, to fulfill the needs of customers and regular supply according to market demand.

3. Flow of Marketing Communication:

Integrated marketing communication makes it possible to flow marketing information to intermediaries, publics and customers. Marketing acts as a medium of communication between the society and the firm. Various information regarding trends, needs, attitudes, fashions, taste preferences etc., are collected by marketing department.

(b) Importance of Marketing to the Society:

1. To Uplift Standard of Living:

Ultimate objective of marketing is to produce goods and services for the society according to their needs and tastes at reasonable prices. Marketing discovers the needs and wants of the society, produces the goods and services according to their needs, creates demand for these goods and services encourages consumers to consume them and thus improves the standard of living of the society. By advertising utility and importance of products and services are communicated to the people.

2. To Decreases the Total Marketing Cost:

Next important responsibility of marketing is to control the cost of marketing. Distribution cost and production cost can be decreased by creation of high demand in market. Decrease in cost of production will have two impacts, firstly the high profitability of organization and secondly to increase in the market share of the firm.

3. Increase in the Employment Opportunities:

Marketing provides direct and indirect employment in society. Employment opportunities are directly related with the development of marketing. Successful operation of marketing activities requires the services of different enterprises and organizations such logistics, warehousing, transportation, retailing finance, etc.

4. In controlling Business Fluctuations:

Business fluctuations like recession and depression causes unemployment, and deflation. Marketing helps in protecting society against all these problems. Marketing helps in innovation and discovery of new markets for the goods, modifications and alterations in the quality of the product and development of alternative uses of the product. It reduces the cost of production and protects the business enterprise against the problem of recession.

5. Increase Per Capita Income:

Marketing operations create, maintain and increase the demand for goods and service. Marketing activities flow money from one part of economic system to other. By generation of new employment opportunities it helps to increases income of people.

Marketing plays an important role in the development of a country. Most of developed countries like USA, Japan, and Germany are having strong marketing system, they are moving towards global marketing. Industrial growth and development need support of marketing, large scale of production requires new markets. In these countries, the production exceeds the demand it need marketing system to be much more effective so that the produced goods and services can be sold.

Marketing has a vital role to play in the development of an underdeveloped and developing economy. In developing economies the industrialization and urbanization is increasing at a faster rate and so the importance of marketing is also increasing as it is required for selling the produced goods and services. A rapid development of underdeveloped economy is possible only if the modern techniques of marketing are used in these countries marketing activities are increasing at a fast rate in developing countries.

Essay # 8. Importance of Marketing :

Role of Marketing in a Firm :

Efficient marketing management is a pre-requisite for the successful operation of any business enterprise. A business organisation is differentiated from other organisations by the fact that it produces and sells products.

The importance of marketing in modern business is discussed below:

Marketing is the beating heart of the business organisation. The chief executive of a business cannot plan, the production manager cannot produce, the purchase manager cannot purchase, and the financial controller cannot budget until the basic marketing decisions have been taken. Many departments in a business enterprise are essential for its growth, but marketing is still the sole revenue producing activity. Marketing function is rightly considered the most important function of management.

Marketing gives top priority to the needs of customers. Quality of goods, storage, display, advertisement, packaging, etc. are all directed towards the satisfaction of customer.

Marketing helps in the creation of place, time and possession utilities. Place utility is created by transporting the goods from the place of production to consumption centres. Time utility is created by storing the goods in warehouses until they are demanded by customers. Possession or ownership utility is created through sale of goods. The significance of marketing lies in the creation of these utilities to satisfy the needs of the customers and thereby earn profit. It a firm is able to satisfy its customers, it will have better chances of survival and growth even in the fast changing environment.

Marketing generates revenue for the business firm. Marketing is an important activity these days, particularly in the competitive economies. Marketing generates revenue for the business enterprises. No firm can survive in the long-run unless it is able to market its products. In fact, marketing has become the nerve-centre of all human activities.

Role of Marketing in the Economy :

Marketing plays a significant role in the growth and development of an economy. It acts as a catalyst in the economic development of a country by ensuring better utilisation of the scarce resources of the nation. Since a business firm generates revenues and earns profits by its marketing efforts, it will engage in better utilisation of resources of the nation to earn higher profits.

Marketing determines the needs of the customers and sets out the pattern of production of goods and services necessary to satisfy their needs. Marketing also helps to explore the export markets.

Marketing helps in improving the standards of living of people. It does so by offering a wide variety of goods and services with freedom of choice. Marketing treats the customer as the king around whom all business activities revolve. Besides product development, pricing, promotion, and physical distribution of products are carried out to satisfy the customer.

Marketing generates employment for people. A large number of people are employed by modern business houses to carry out the functions of marketing. Marketing also gives an impetus to further employment facilities. In order to ensure that the finished product reaches the customer, it passes through wholesalers and retailers and in order to perform numerous jobs, many people are employed.

On the whole, marketing leads to economic development of a nation. It increases the national income by bringing about rise in consumption, production and investment. It mobilises unknown and untapped resources and also facilitates full utilisation of production capacity and other assets. It helps in the integration of industry, agriculture and other sectors of the economy. It also contributes to the development of entrepreneurial and managerial talent in the country.

Essay # 9. Challenges and Opportunities of Marketing:

A large number of changes have taken place in the recent years which have influenced the field of marketing as discussed below:

1. Globalisation :

The term ‘globalisation’ means the process of integration of the world economy into one huge market through the removal of all trade barriers or restrictions among countries. In India, restrictions on imports and exports and inflow and outflow of capital and technology have been lifted by the Central Government so that Indian business may become globally competitive.

The broad features of globalisation are as follows:

(i) Free flow of goods and services across national frontiers through removal or reduction of trade barriers.

(ii) Free flow of capital across nations.

(iii) Free flow of technology across nations.

(iv) Free movement of human resources across nations.

(v) Global mechanism for the settlement of economic disputes.

The aim of globalisation is to look upon the world as a ‘global village’ which would allow free flow of goods, capital, technology and labour between different countries. Because of globalisation, there has been a tremendous impact on marketing strategies of business firms, particularly engaged in international marketing. They have to design product, price, promotion, place or distribution strategies to meet the challenges of global marketing.

2. Information Technology (IT) :

Information technology has enabled real-time access and sharing of digital information through digital networks, information database, and computer graphics. It has brought about many changes in the business landscape.

Electronic technology has facilitated purchase and sale of goods and services electronically. E-Commerce can be used not only to market product, but also to build better customer relationships. Thus, marketers are facing new challenges as regards booking of e-orders, e-deliveries of intangible products, receiving e-payments and Customer Relation Management (CRM).

3. Increased Leisure Time :

As a result of shorter working week, vacations, and labour-saving devices available for domestic use, most wage-earners now enjoy more leisure time. So there has grown a market for articles used for recreational purposes to enjoy the leisure time. In the developing countries also, cinema shows, holiday trips, sports and games have come into importance.

4. Changing Role of Women :

Throughout the world more and more women are taking up jobs and have gained economic independence to a large extent. They accept even challenging jobs. They also exert greater influence on buying decisions of their families. It may happen that husband buys a commodity according to the decision of the wife. This has necessitated special study of the buying motives of the working women.

5. Demand for Services :

Over the years, consumers’ demand for services is on the rise as in case of tour and travel, educational, medical, repair and maintenance services, etc. Due to growing complexity, business firms also need expert services like accounting, taxation, advertising, customer care, etc.

6. Increased Competition :

Business has become more competitive these days and this has brought about many changes in the field of marketing, e.g., product differentiation, competitive pricing, competitive advertising, customer support services, etc.

7. Social Emphasis :

Marketing is now concerned with the long-term health and happiness of consumers and well-being of society. Marketers in are getting involved in improving the quality of life of consumers and preventing or minimising the evil effects of environmental pollution on the society by practising green marketing.

Emerging Concepts in Marketing :

1. Social Marketing:

It refers to the design, implementation, and control of programs seeking to increase the acceptability of a social idea, cause, or practice among a target group. For instance, a recent publicity campaign for prohibition of smoking in Delhi explained the place where one can and can’t smoke in Delhi.

2. Relationship Marketing:

It is the process of creating, maintaining, and enhancing strong value-laden relationships with customers and other stakeholders. For example, British Airways offers special lounges with showers at many airports for frequent flyers. Thus, providing special benefits to valuable the customers to strengthen bonds will go a long way in building relationships.

To achieve relationship marketing, a marketer has to keep in touch with the regular customers, identify most loyal customers to provide additional services to them, design special recognition and reward schemes, and use them for building long-term relationships.

3. Direct Marketing:

It means marketing through various advertising media that interact directly with consumers, generally calling for the consumer to make a direct response. Direct marketing includes Catalogue Selling, Mail Order, Tele computing, Electronic Marketing, Selling, and TV Shopping.

4. Service Marketing:

It is applying the concepts, tools, and techniques, of marketing to services. Service is any activity or benefit that one party can offer to another that is essentially intangible and does not result in the ownership of anything. Services may be financial, insurance, transportation, banking, savings, retailing, educational or utilities.

5. Non-Business Marketing:

Marketing is applied not only to business firms but also to non-business organisations. Voluntary institutions are adopting principles and practices of marketing to promote their ideologies, schemes and programs among the target groups.

Essay on Marketing: Top 5 Essays | Marketing Management
Essay on Sales Promotion: Top 4 Essays | Functions | Marketing Management
Marketing Features: 4 Major Features of Marketing – Explained!
Difference between Marketing and Selling

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31 Great Content Writing Examples, Tips, and Tools

by Ann Gynn
| Published: August 21, 2024
| Content Creation

Great content writing must be powerful and effective to captivate your audience.

But accomplishing that with your content writing isn’t an easy task. Whether you craft words for B2B or B2C audiences, the challenges can be many.

To help, I’ve compiled web writing examples, tips, tools, and resources. The goal is to give you some insights and new tools to help address or minimize the creation stumbling blocks web and content writers face.

Let’s get to it.

1. Go for the surprise

When you write something that’s unexpected, your audience will likely stop scrolling and take a moment to learn more. In the worst cases, this approach to content writing falls under the nefarious clickbait category. But in the best cases, it can delight and engage the viewer.

Nike is always a go-to source for the best content examples. The summer of 2024 didn’t disappoint with its Winning Isn’t for Everyone campaign.

With a debut in time for the global games, Nike featured the world’s greatest athletes (well, all the great Nike-sponsored athletes) talking about they are motivated by victory and that there’s nothing wrong with wanting to win. Writing those four words — winning isn’t for everyone — fosters a strong reaction. After all, there are far more people who don’t win than do. But audiences are also likely to watch more of the videos to learn what Nike is really talking about.

As you watch the video, note the repetition of the same question (“Am I a bad person?”) followed by short, staccato-paced statements. This approach creates a lyrical story. And it paid off, earning over 2.2 million views in two weeks.

2. Don’t forget text has a starring role in video

Words appear in blog posts or descriptions of product features and benefits. But writers can also shine in video scripts, along with set designers, actors, and filmmakers. Writers can take any topic and help make it captivating.

J.P. Morgan used animation and strong scripts to explain finance-related concepts in its Unpacked series, a finalist in the Content Marketing Awards for best video. This 4.5-minute episode covers how private companies go public:

3. Tap into trends with simple writing prompts

I’m always a fan of Dove’s #KeepBeautyReal campaigns. Most recently, it created an example of powerful writing in this simple question, “ What kind of beauty do we want AI to learn?”

Capitalizing on the AI trend and interest, Dove illustrates the difference between AI-created images for prompts about “beautiful women” and “beautiful women according to Dove’s Real Beauty ads.” In the first three months of its debut, the video with few words has earned over 100K views on Dove’s YouTube channel and garnered mainstream and industry media attention.

4. Let your audience create great writing and video examples

Creativity can emerge in many ways. Sometimes, it’s a simple starting point that reflects the times, as Dove did in its content example.

It also may lead a brand to contribute to its own pop culture trend as The Stanley did with its Quencher Cup social media campaign in 2024 . Its influencer campaign prompted these fun user-generated examples of web writing and illustration in the form of memes and TikTok videos promoting the brand’s popular drinking vessel.

Hilarious Scales created this sample that’s been seen by over 10 million viewers:

@hilarious_scaless How yall be lookin with them Stanley Cups 🤣 #fypシ #fyp #stanleycup #stanleytumbler ♬ original sound – Hilarious_scales

Fans of hockey (that sport with the other Stanley Cup) also got into the action as Instagram account Daily Facebook shared this example:

View this post on Instagram A post shared by DailyFaceoff (@dailyfaceoff)

5. Nail down your headlines

I’ve said it often: Headlines are the powerhouse of your content writing. After all, if the headline isn’t a success, the content behind it will never be read.

A 2024 study published in Science Advance conducted over 30,000 field experiments with The Washington Post and Upworthy headlines. It found that readers prefer simpler headlines (more common words and more readable writing) over complex ones. They also paid more attention to and more deeply processed the simpler headlines.

The e-book headline in this example from OptinMonster is straightforward: 50 Smart Ways to Segment Your Email List. It uses a numeral (50), a helpful adjective (smart), and a second-person pronoun (your) to speak directly to the audience, all of which elevates the article’s value in the reader’s mind.

Image source

6. Analyze the potential impact of your content headlines

Size up headlines with the Advanced Marketing Institute’s Headline Analyzer , which reveals an emotional marketing value score.

This headline example — 14 Ways Marketing Automation Helps B2B Companies Succeed — earns an emotional marketing value (EMV) of 37.5%. Most professional copywriters’ headlines typically have a 30% to 40% EMV score.

The same headline in a similar tool, CoSchedule Blog Post Headline Analyzer , earns a score of 77 out of 100. This analysis looks at word balance, headline type, sentiment, reading grade level, clarity, and skimmability. It also identifies areas for improvement, such as the use of uncommon, emotional, and power words.

7. Adjust title formats with this content writing tool

Speed your formatting tasks with TitleCase . The tool converts your title into various circumstances — all caps, hyphen, etc., so you don’t have to rekey or reformat.

8. Write headlines with words that resonate

BuzzSumo research consistently identifies “how-to” or guidance-focused headlines that resonate far better with audiences than any other type.

It makes sense. Audiences are seeking information that will help them in their lives, and they have a lot of content from which to choose. By writing phrases like “how to” in a headline, you tell them clearly what they’re going to get.

Get more tips from CMI’s article How To Create Headlines That Are Good for Readers and Business .

9. Focus on clarity for web content

Explaining your product or service can get cumbersome, but it shouldn’t if you want the audience to quickly understand how your company can help solve their pain points.

In this example, Zendesk succinctly highlights three results gained by the enterprise clients of its customer service platform:

Drive better conversations
Maximize agent efficiency
Adapt faster to change

The three- and four-word headlines are followed by short explanations (two sentences) and a link to the product’s relevant features for that category.

In this example, Zendesk highlights three results gained by the enterprise clients of its customer service platform: drive better conversations, maximize agent efficiency, and adapt faster to change.

10. Write to win over readers

How does your content inspire readers or get them to care?

Some suggestions include:

Focus on actionable content they could use right away.
Establish instant credibility and expertise so they understand why you’re the go-to resource.
Add value they wouldn’t see or find elsewhere.

This ad for the Content Marketing Institute newsletter works well as a sample of website content writing. It illustrates how to motivate the audience to see that the content is relevant for them. Its headline “Looking for Fresh Content Inspiration?” speaks directly to the reader. Its follow-up sentence explains in detail what the reader will get — expert advice, standout examples, and creative ideas.

The Content Marketing Institute headline, “Looking for Fresh Content Inspiration?” speaks directly to the reader. Its follow-up sentence explains in detail what the reader will get — expert advice, standout examples, and creative ideas.

11. Choose words that motivate actions

Sometimes, it’s a simple word or phrase that prompts someone to take the next step. Buffer offers a list of more than 150 words . These 19 words and phrases are examples of how to gain the audience’s trust:

Bestselling
Endorsed by
Money-back guarantee
No obligation
No questions asked
Recommended
Transparent
Try for free

In this web page example, OptinMonster opts for one of those words in its headline — How To Create a Fail-Proof Digital Marketing Plan in 5 Steps .

12. Keep it brief but convey a lot

Given your audience reads on screens, your web writing usually appears in a small space. Yet, it still must reflect a strong message.

For example, this American Express Business web copy uses five words to indicate that it gets the reader’s problem — “Don’t stress over seasonal surges.” Then, it uses another five words to indicate that it has a solution — “Help you keep your business thriving.” On the right, it shows the product name that will do all that (American Express business line of credit.)

This American Express Business web copy uses five words to indicate they get the reader’s problem — “Don’t stress over seasonal surges.” Then, it uses another five words to indicate it has a solution — “Help keep your business thriving.” On the right, it shows the product name that will do all that (American Express business line of credit.)

13. Create compelling content with better words

Choosing a single word to convey the perfect sentiment makes the most of your available content space. To help, Jon Morrow of Smart Blogger offers a collection of words that can make a difference in your writing: 801+ Power Words That Make You Sound Smart . Here are 15 of them:

Frightening

In this headline — Firefox Hacks for Everyone: From Cozy Gamers to Minimalists and Beyond — the Mozilla blog opted for one of the power words, “hack.”

I’ll issue a caveat on this option: Power words can quickly become overused. “Hack” is coming close to saturation.

14. Length isn’t everything

I like to know content length rules and preferences. They give me guideposts for my web writing.

Google makes 30 characters available in its ad headlines, and it’s hard to go shorter than that. This simple sample — Best Enterprise CRM Platform — is 28 characters.

This simple sample — Best Enterprise CRM Platform — is 28 characters.

On social media, though, the character parameters are greater, and you could improve engagement by falling short of the upper limits.

Instagram is a perfect example of where writing content short of the 2,200-character maximum caption is a better decision. In fact, experts say the ideal length is 125 characters, which takes up the space visible before the viewer must click to read more.

Still, sometimes writing fewer than 125 characters can work well and draw attention in a crowded feed, as this sample from Grammarly shows. Its caption — “Learn actionable strategies for leveraging Gen AI to elevate your team’s productivity.” — totals just 88 characters.

Grammarly's caption — “Learn actionable strategies for leveraging Gen AI to elevate your team’s productivity.” — totals just 88 characters.

Of course, exceptions exist. If your content’s primary goal is search engine optimization, longer content is almost always best. As a website ages, it may be able to get by with shorter pieces because it’s already established authority and has more pages, inbound links , etc. However, extended content often helps generate high rankings for targeted keyword phrases and similar words.

15. Choose short words for your web writing

You don’t need to use a lot of words to get your point across. Short ones can work in your favor. Consider these common examples of better choices:

“Show,” not “indicate”
“Get rid of,” not “eliminate”
“Use,” not “utilize”
“To,” not “in order to”
“Help,” not “facilitate”
“Get,” not “obtain”

16. Use a tool to keep track of word counts

Meet your word count goals and improve your word choice with the WordCounter tool. It also helps identify keywords and their appropriate frequency of use.

17. Recognize common writing mistakes

Grammar Girl , created by Mignon Fogarty, founder of Quick and Dirty Tips, outlines some common mistakes, such as this example on the use of that vs. which in writing.

“The simple rule is to use ‘that’ with a restrictive element and ‘which’ with a non-restrictive element … The cupcakes that have sprinkles are still in the fridge. The words “that have sprinkles” restrict the kind of cupcake we’re talking about. Without those words, the meaning of the sentence would change. Without them, we’d be saying that all the cupcakes are still in the fridge, not just the ones with sprinkles.”

18. Use parallel construction

Parallel construction organizes the text and relieves your readers of expending mental energy to piece together the thoughts.

For example, this mish-mash list is not parallel because the sentence structures vary:
It could be time to look over your business software contract.
Consider the best products.
If you want the product to benefit your company, include others’ points of view.

The list is parallel because every sentence starts the same way – with a verb .

Review your business software contract.
Shop for the best products based on features, costs, and support options.
Ask key members of your team for their perspectives, including productivity barriers.

19. Know when to break the infinitive rule

Avoid splitting infinitives. However, sometimes you might need to bypass grammatically correct in favor of unawkward content.

Pro Writing Aid explains that split infinitives are nothing new — their use dates back to the 1300s. However, there is a time and place for them, as shown in this example from Northern Illinois University’s Effective Writing Practices Tutorial :

Split infinitive but easily understood: It’s hard to completely follow his reasoning.
No split infinitive, but awkwardly written: It’s hard to follow completely his reasoning.

20. Be conscious of pronouns

A conversational approach typically works best when you’re creating web content. Writing in the first or second person can accomplish this.

Embracing inclusivity also fosters a conversational atmosphere.

When you’re using pronouns, make sure it’s clear to what the pronoun refers. Given some people use they/them pronouns, ensuring pronoun clarity is especially important.

In those cases where the reader may be confused, explain the person’s use of the plural non-gendered pronoun in the text, for example, “Alex Alumino, who uses they/them pronouns …” Even better, just repeat their name in the sentence so there’s no need to explain and no misunderstanding.

21. Don’t overuse words

Redundancy bores. To figure out if you’re committing this sin, paste your text into the Word It Out tool. The word cloud reveals those used most often in your text.

We input a recent CMI article about user stories to create a word cloud for that content sample. It is no surprise that “user” shows up front and center, but it’s also an indicator for us to review the article to see if “user” is overused. “Katie” also shows up prominently in the word cloud as it’s the first name of the source for the article, and CMI uses first, instead of last names, on second and subsequent references. A review of the article could reveal it unnecessarily references the source too many times.

Similarly, WordCounter detects whether you’re using the same words too often. Use Thesaurus.com to find alternatives.

22. Try this content writing tool to replace jargon-like words

You need to speak your audience’s language, but that doesn’t mean you need to adopt the industry’s jargon. De-Jargonizer is designed to help analyze the jargon in scholarly articles, but the tool works just as well with your content writing.

In this example from a CMI article about building a social media plan , De-Jargonizer identifies four “rare” words — ebbs, inhospitable, clarifies, and actionable.

De-Jargonizer identifies four “rare” words — ebbs, inhospitable, clarifies, and actionable.

You can upload a file or paste your text to discover those rare words, aka potential jargon, in your content writing. Then, you can find more reader-friendly replacements.

23. Check your readability score

Even if readers can understand the jargon and complex sentences, they still don’t want to work hard to understand your content. To help understand if your writing is on the easier side, use a tool like Web FX’s Readability Test . It scores your content’s average reading ease and targeted readership age.

In this example, it evaluates the Fedex.com website and concludes it has a reading ease of 27.8 out of 100 and is targeted at 14- and 15-year-olds.

You can scroll down to see other readability scores, including Flesch Kincaid reading ease, Flesch Kincaid grade level, Gunning Fog, Smog Index, Coleman Liau, and Automated Readability Index.

The bottom of the evaluation includes the statistics about the evaluated text, including:

Total sentences
Total words
Complex words
Percent of complex words
Average words per sentence
Average syllables per word

Adjust your writing to meet the preferred readership level of your audience.

24. Evaluate sentence structure with the Hemingway App

Want more help to write content that’s easy to read? Consider tools like the Hemingway app, which provides immediate and detailed feedback on content structure, including sentence formatting. With the website version, you can replace the default text with your own.

The Hemingway app identifies potentially unnecessary adverbs, warns about passive voice, and triggers alerts to dull, complicated words.

In this web writing example from its home page, Hemingway App highlights one of the 13 sentences as very hard to read, one as hard to read, two weakener phrases, and one word with a simpler alternative.

25. Get web writing right with good grammar

Proper grammar is a necessity; you want to get everything correct to satisfy readers (and bosses). Try Grammarly .

Improve your writing with this cloud-based, AI editor. Grammarly automates grammar, spelling, and punctuation checks, often giving better, cleaner content options. The tool also alerts writers to passive voice, suggests opportunities to be concise, and assesses overall tone.

You also can save time and energy with ProWritingAid . It eliminates the need to reread to polish your content. This AI editing software offers more than grammar checks. It checks for vague wording, sentence length variation, and overuse of adverbs and passive voice. The tool also identifies complicated or run-on sentences. (“Content Writing Examples, Tips, and Resources”)

26. Read your web content in scanning mode

Here’s some sad news for content writers: Readers won’t consume every word in your content. They skip and scan a lot to see if the content is a good fit for them, and then they hope they can glean the relevant information without having to consume all the content.

As you write, think about how the text will look visually. Make it easy for readers to scan your content by including:

Short paragraphs
Bulleted lists
Bolded text
Words in color

27. Read aloud

If your content doesn’t flow as you speak it, it may not work for the reader . Pay attention to when you take too many pauses or pause in places where no comma exists. Adjust your text — add a comma or break the sentence into two.

Microsoft Word offers a read-aloud feature through its immersive reader tools, while Google Docs can use a Chrome extension to give a voice to the content .

28. Use plagiarism checkers

In recent years, advancements in artificial intelligence have prompted growth in automated plagiarism checkers. Microsoft Word embeds the feature option in its software as does Grammarly. You also can use tools dedicated to ensuring that the content writing isn’t a copycat (or being copycatted), including:

Unicheck – Verify the originality of work with plagiarism detection. You can spot outright copying and minor text modifications in unscrupulous submissions.
Copyscape – Protect your content and your reputation. Copyscape uncovers plagiarism in purchased content and detects plagiarism by others of your original work.

Of course, no plagiarism checker is 100% accurate, so before you accuse a content writer of plagiarism, triple-check the results (and add a human touch whenever appropriate).

29. Use a topic tool for writing inspiration

HubSpot’s Ideas Generator works well to get your creative content writing juices flowing. Just fill in the fields with three nouns to get some ideas.

For example, if you input the words car, truck, and SUV, HubSpot delivers these ideas along with the targeted keywords for the topic:

Keyword: Top truck accessories
Keyword: Comparing SUV models
Keyword: Truck bed organization ideas

HubSpot’s topic generator also allows users to pick a title and have an outline created for that article.

You also could perform a similar exercise by writing the prompts in other generative AI tools, such as ChatGPT and Gemini .

NOTE: Always review the titles and accompanying data to ensure accuracy. In the HubSpot sample, the generator included a headline — Discover the Best SUVs for Families in 2021. Yet, it’s 2024.

30. Know SEO responsibilities in web writing

Sometimes writers create content with multiple purposes. They have the burden of blending SEO into the content . I frame it as a burden because it’s one more variable to deal with. If you have a knack for SEO and goals you can measure, it’s not a burden.

Unfortunately, you sometimes don’t know what realistic keywords to pursue. Aim too low and you use rarely searched keywords. Aspire for something too competitive, and the content won’t rank.

How are you evaluating keywords? Learn how to find your sweet spot with keyword selection (and how to appear on the first page of Google). Identify potential keywords by using tools like:

Moz Keyword Explorer
Google’s Keyword Planner
Keyword Tool
AnswerThePublic
Neil Patel’s Ubersuggest

31. Monitor relevant topics to get ideas for your content

With Feedly , you can stay informed about what matters most and avoid information overload. This AI assistant learns your preferences, then culls and curates content from the internet that you want and need.

Share your favorite writing tricks

What content creation and copywriting productivity tools do you favor? What do you do each day to make your writing tasks just a little easier? Please tag CMI on social media using #CMWorld.

All tools mentioned in this article were suggested by the author. If you’d like to suggest a tool, share the article on social media with a comment.

Register to attend Content Marketing World in San Diego. Use the code BLOG100 to save $100. Can't attend in person this year? Check out the Digital Pass for access to on-demand session recordings from the live event through the end of the year.

HANDPICKED RELATED CONTENT:

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How To Get Branded Content Right: Examples, Ideas, and Tips
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Cover image by Joseph Kalinowski/Content Marketing Institute

9 Best Marketing Research Methods to Know Your Buyer Better [+ Examples]

Published: August 08, 2024

One of the most underrated skills you can have as a marketer is marketing research — which is great news for this unapologetic cyber sleuth.

marketer using marketer research methods to better understand her buyer personas

From brand design and product development to buyer personas and competitive analysis, I’ve researched a number of initiatives in my decade-long marketing career.

And let me tell you: having the right marketing research methods in your toolbox is a must.

Market research is the secret to crafting a strategy that will truly help you accomplish your goals. The good news is there is no shortage of options.

How to Choose a Marketing Research Method

Thanks to the Internet, we have more marketing research (or market research) methods at our fingertips than ever, but they’re not all created equal. Let’s quickly go over how to choose the right one.

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1. Identify your objective.

What are you researching? Do you need to understand your audience better? How about your competition? Or maybe you want to know more about your customer’s feelings about a specific product.

Before starting your research, take some time to identify precisely what you’re looking for. This could be a goal you want to reach, a problem you need to solve, or a question you need to answer.

For example, an objective may be as foundational as understanding your ideal customer better to create new buyer personas for your marketing agency (pause for flashbacks to my former life).

Or if you’re an organic sode company, it could be trying to learn what flavors people are craving.

2. Determine what type of data and research you need.

Next, determine what data type will best answer the problems or questions you identified. There are primarily two types: qualitative and quantitative. (Sound familiar, right?)

Qualitative Data is non-numerical information, like subjective characteristics, opinions, and feelings. It’s pretty open to interpretation and descriptive, but it’s also harder to measure. This type of data can be collected through interviews, observations, and open-ended questions.
Quantitative Data , on the other hand, is numerical information, such as quantities, sizes, amounts, or percentages. It’s measurable and usually pretty hard to argue with, coming from a reputable source. It can be derived through surveys, experiments, or statistical analysis.

Understanding the differences between qualitative and quantitative data will help you pinpoint which research methods will yield the desired results.

For instance, thinking of our earlier examples, qualitative data would usually be best suited for buyer personas, while quantitative data is more useful for the soda flavors.

However, truth be told, the two really work together.

Qualitative conclusions are usually drawn from quantitative, numerical data. So, you’ll likely need both to get the complete picture of your subject.

For example, if your quantitative data says 70% of people are Team Black and only 30% are Team Green — Shout out to my fellow House of the Dragon fans — your qualitative data will say people support Black more than Green.

(As they should.)

Primary Research vs Secondary Research

You’ll also want to understand the difference between primary and secondary research.

Primary research involves collecting new, original data directly from the source (say, your target market). In other words, it’s information gathered first-hand that wasn’t found elsewhere.

Some examples include conducting experiments, surveys, interviews, observations, or focus groups.

Meanwhile, secondary research is the analysis and interpretation of existing data collected from others. Think of this like what we used to do for school projects: We would read a book, scour the internet, or pull insights from others to work from.

So, which is better?

Personally, I say any research is good research, but if you have the time and resources, primary research is hard to top. With it, you don’t have to worry about your source's credibility or how relevant it is to your specific objective.

You are in full control and best equipped to get the reliable information you need.

3. Put it all together.

Once you know your objective and what kind of data you want, you’re ready to select your marketing research method.

For instance, let’s say you’re a restaurant trying to see how attendees felt about the Speed Dating event you hosted last week.

You shouldn’t run a field experiment or download a third-party report on speed dating events; those would be useless to you. You need to conduct a survey that allows you to ask pointed questions about the event.

This would yield both qualitative and quantitative data you can use to improve and bring together more love birds next time around.

Best Market Research Methods for 2024

Now that you know what you’re looking for in a marketing research method, let’s dive into the best options.

Note: According to HubSpot’s 2024 State of Marketing report, understanding customers and their needs is one of the biggest challenges facing marketers today. The options we discuss are great consumer research methodologies , but they can also be used for other areas.

Primary Research

1. interviews.

Interviews are a form of primary research where you ask people specific questions about a topic or theme. They typically deliver qualitative information.

I’ve conducted many interviews for marketing purposes, but I’ve also done many for journalistic purposes, like this profile on comedian Zarna Garg . There’s no better way to gather candid, open-ended insights in my book, but that doesn’t mean they’re a cure-all.

What I like: Real-time conversations allow you to ask different questions if you’re not getting the information you need. They also push interviewees to respond quickly, which can result in more authentic answers.

What I dislike: They can be time-consuming and harder to measure (read: get quantitative data) unless you ask pointed yes or no questions.

Best for: Creating buyer personas or getting feedback on customer experience, a product, or content.

2. Focus Groups

Focus groups are similar to conducting interviews but on a larger scale.

In marketing and business, this typically means getting a small group together in a room (or Zoom), asking them questions about various topics you are researching. You record and/or observe their responses to then take action.

They are ideal for collecting long-form, open-ended feedback, and subjective opinions.

One well-known focus group you may remember was run by Domino’s Pizza in 2009 .

After poor ratings and dropping over $100 million in revenue, the brand conducted focus groups with real customers to learn where they could have done better.

It was met with comments like “worst excuse for pizza I’ve ever had” and “the crust tastes like cardboard.” But rather than running from the tough love, it took the hit and completely overhauled its recipes.

The team admitted their missteps and returned to the market with better food and a campaign detailing their “Pizza Turn Around.”

The result? The brand won a ton of praise for its willingness to take feedback, efforts to do right by its consumers, and clever campaign. But, most importantly, revenue for Domino’s rose by 14.3% over the previous year.

The brand continues to conduct focus groups and share real footage from them in its promotion:

What I like: Similar to interviewing, you can dig deeper and pivot as needed due to the real-time nature. They’re personal and detailed.

What I dislike: Once again, they can be time-consuming and make it difficult to get quantitative data. There is also a chance some participants may overshadow others.

Best for: Product research or development

Pro tip: Need help planning your focus group? Our free Market Research Kit includes a handy template to start organizing your thoughts in addition to a SWOT Analysis Template, Survey Template, Focus Group Template, Presentation Template, Five Forces Industry Analysis Template, and an instructional guide for all of them. Download yours here now.

3. Surveys or Polls

Surveys are a form of primary research where individuals are asked a collection of questions. It can take many different forms.

They could be in person, over the phone or video call, by email, via an online form, or even on social media. Questions can be also open-ended or closed to deliver qualitative or quantitative information.

A great example of a close-ended survey is HubSpot’s annual State of Marketing .

In the State of Marketing, HubSpot asks marketing professionals from around the world a series of multiple-choice questions to gather data on the state of the marketing industry and to identify trends.

The survey covers various topics related to marketing strategies, tactics, tools, and challenges that marketers face. It aims to provide benchmarks to help you make informed decisions about your marketing.

It also helps us understand where our customers’ heads are so we can better evolve our products to meet their needs.

Apple is no stranger to surveys, either.

In 2011, the tech giant launched Apple Customer Pulse , which it described as “an online community of Apple product users who provide input on a variety of subjects and issues concerning Apple.”

Screenshot of Apple’s Consumer Pulse Website from 2011.

"For example, we did a large voluntary survey of email subscribers and top readers a few years back."

While these readers gave us a long list of topics, formats, or content types they wanted to see, they sometimes engaged more with content types they didn’t select or favor as much on the surveys when we ran follow-up ‘in the wild’ tests, like A/B testing.”

Pepsi saw similar results when it ran its iconic field experiment, “The Pepsi Challenge” for the first time in 1975.

The beverage brand set up tables at malls, beaches, and other public locations and ran a blindfolded taste test. Shoppers were given two cups of soda, one containing Pepsi, the other Coca-Cola (Pepsi’s biggest competitor). They were then asked to taste both and report which they preferred.

People overwhelmingly preferred Pepsi, and the brand has repeated the experiment multiple times over the years to the same results.

What I like: It yields qualitative and quantitative data and can make for engaging marketing content, especially in the digital age.

What I dislike: It can be very time-consuming. And, if you’re not careful, there is a high risk for scientific error.

Best for: Product testing and competitive analysis

Pro tip: " Don’t make critical business decisions off of just one data set," advises Pamela Bump. "Use the survey, competitive intelligence, external data, or even a focus group to give you one layer of ideas or a short-list for improvements or solutions to test. Then gather your own fresh data to test in an experiment or trial and better refine your data-backed strategy."

Secondary Research

8. public domain or third-party research.

While original data is always a plus, there are plenty of external resources you can access online and even at a library when you’re limited on time or resources.

Some reputable resources you can use include:

Pew Research Center
McKinley Global Institute
Relevant Global or Government Organizations (i.e United Nations or NASA)

It’s also smart to turn to reputable organizations that are specific to your industry or field. For instance, if you’re a gardening or landscaping company, you may want to pull statistics from the Environmental Protection Agency (EPA).

If you’re a digital marketing agency, you could look to Google Research or HubSpot Research . (Hey, I know them!)

What I like: You can save time on gathering data and spend more time on analyzing. You can also rest assured the data is from a source you trust.

What I dislike: You may not find data specific to your needs.

Best for: Companies under a time or resource crunch, adding factual support to content

Pro tip: Fellow HubSpotter Iskiev suggests using third-party data to inspire your original research. “Sometimes, I use public third-party data for ideas and inspiration. Once I have written my survey and gotten all my ideas out, I read similar reports from other sources and usually end up with useful additions for my own research.”

9. Buy Research

If the data you need isn’t available publicly and you can’t do your own market research, you can also buy some. There are many reputable analytics companies that offer subscriptions to access their data. Statista is one of my favorites, but there’s also Euromonitor , Mintel , and BCC Research .

What I like: Same as public domain research

What I dislike: You may not find data specific to your needs. It also adds to your expenses.

Best for: Companies under a time or resource crunch or adding factual support to content

Which marketing research method should you use?

You’re not going to like my answer, but “it depends.” The best marketing research method for you will depend on your objective and data needs, but also your budget and timeline.

My advice? Aim for a mix of quantitative and qualitative data. If you can do your own original research, awesome. But if not, don’t beat yourself up. Lean into free or low-cost tools . You could do primary research for qualitative data, then tap public sources for quantitative data. Or perhaps the reverse is best for you.

Whatever your marketing research method mix, take the time to think it through and ensure you’re left with information that will truly help you achieve your goals.

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Free Guide & Templates to Help Your Market Research

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What Is Ad Retargeting? Definition, Examples And Best Practices

Published: Aug 20, 2024, 8:31am

What Is Ad Retargeting? Definition, Examples And Best Practices

What is ad retargeting, how does ad retargeting work, retargeting vs. remarketing, types of retargeting, platforms for running retargeted ads, best practices of retargeting, bottom line, frequently asked questions (faqs).

Driving people to your website is an essential part of advertising, but ensuring customers complete their purchase is equally important. All too often, potential buyers browse for a while and then leave a site without actually converting. That’s where ad retargeting comes into play, providing a strategy to keep your brand in front of eyes, even after they have moved on to something else. Let’s discuss what ad retargeting is, why it’s important and some best practices for utilizing it.

Ad retargeting is a type of online advertising that allows small businesses to recapture potential leads after they have left their website without completing a purchase. Through digital marketing, you can build brand awareness by reaching customers who have already expressed interest in your products or services. Ad retargeting helps businesses stay visible to buyers as they move across different websites, providing a constant reminder about what they had previously been searching for.

Benefits of Ad Retargeting

The goal of ad retargeting is to locate and engage with buyers who are interested in what you are selling, with the intention of bringing them back to your store to make a purchase. It is an important component of the sales funnel since it can be used at any stage of the buyer’s journey. There are many benefits to ad retargeting, including:

Expanded brand awareness
Shortening the sales funnel process
Improving your advertising performance
Increased sales
Better audience understanding
Higher ROI (return on investment)
Retaining existing customers

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Ad retargeting works by relying on cookies to continue following users once they have been on your site and then placing customized display ads into their feed. These ads promote your brand, along with the specific items that the customer has been viewing, in order to increase visibility. Since potential buyers often need to see something multiple times before they are willing to complete a purchase, retargeting does the legwork of repeatedly putting your products in front of them with little effort needed on your part.

Retargeting seeks to capture your target audience, from those who have abandoned shopping carts in your online store to those who have interacted with your business via Instagram. It’s a crucial tool for converting more leads and can be utilized on several platforms, including Google Ads, Facebook ads, search engines and social media.

Although the terms retargeting and remarketing are sometimes used interchangeably, they are two different concepts. While retargeting delivers targeted ads to customers, remarketing focuses on engaging via email with people who have already purchased from your brand. Both try to achieve the same outcome of building brand awareness and engaging with customers, but they use separate marketing tactics to meet that goal.

There are several different types of retargeting and the ones you choose to adopt will depend on what you are selling and to whom. Ultimately, retargeting ads aim to encourage customers to go back to your website and complete a desired action, such as making a purchase, signing up for a freebie or booking an appointment. Here are some examples of different types of ad retargeting:

Website Retargeting

Website retargeting involves recapturing customers who did not make a purchase or “convert” while browsing your website. These types of ads are the most common and are specifically designed to appear in front of only past visitors instead of the general public. It’s a particularly effective strategy for abandoned shopping carts since it serves as a frequent reminder that the items they viewed are still waiting to be purchased.

Cross-Channel Retargeting

Cross-channel retargeting uses tracking pixels to follow audiences across different devices and platforms in order to encourage potential buyers to keep moving through the sales funnel. Tracking pixels are small graphics that load when someone visits a webpage. They collect data about users, and are designed to blend into pages so that they are not noticed. These pixels then follow users around the web, dropping ads strategically.

Search Engine Retargeting

Search engine retargeting examines keywords that a user has searched for and then displays ads relevant to those keywords. The ads then follow potential buyers across the web, continuing to pop up on the different sites they browse. This strategy is most effective when businesses create a list of keywords that they want flagged and then target people who are searching for those exact keywords.

Social Media Retargeting

Social media retargeting displays ads to customers on the social media platforms they browse after visiting your website. The goal of placing these ads on places such as Facebook, Instagram, X, LinkedIn and Pinterest is to connect with your target audience in a new way, such as through videos or other visual avenues, re-engaging potential buyers and converting more leads with relevant content.

Mobile App Retargeting

Mobile app retargeting takes your advertising on the go, targeting users who have previously installed your app and stopped engaging with it over time. It also directs ads at customers who have visited the landing page for your app but have not downloaded it yet. By creating ads that focus on these two groups of potential buyers, your business can focus on the people who are already invested in your product or service instead of trying to attract brand-new shoppers.

Ad retargeting provides additional chances for businesses to convert browsers into buyers and remind these customers about your products or services. Depending on the type of business you have and the audience you are targeting, the platforms you choose to run ads on can make or break your sales goals. These are some of the platforms available for running retargeted ads:

Google Ads are one of the most popular and effective ways to connect with buyers. Because Google has such an extensive reach, ads on this platform have the power to appear not only on the search engine’s network but also on the partner websites they are affiliated with. On this platform, potential customers will see your ads when they search for similar products, and you’ll also have the option to create campaigns tailored to your audience.

Meta Ads Manager

Utilizing Meta Ads Manager packs a powerful punch since the network includes Facebook, Instagram, Messenger and WhatsApp. You’ll start with a list of people who have previously engaged with your brand and then send targeted ads directly to them. Another option the platform offers is the Meta Pixel, which tracks the people and the types of actions they take when engaging with your brand, the pages of your website they visit and the items they add to their shopping carts.

X (Twitter) Ads

On X, formerly Twitter, you can remarket to people who have visited your website, engaged with your posts, subscribed to your newsletter or interacted with your business in other ways. X Ads allows you to work with specific groups of people based on lists you already have, or you can target buyers who’ve recently visited your website, collected through X’s website tag or X’s Official Partner Program. Once you’ve launched your remarketing campaign, the platform also provides more advanced conversion tracking options.

LinkedIn Ads

LinkedIn offers its Matched Audiences feature, which helps retarget website visitors and adjust your messaging to better meet their needs. The tool allows businesses to view the status of their audiences, create and edit different groups, share audiences across ad accounts and leverage member data in order to market to their ideal customers.

Businesses need to walk a fine line when it comes to ad retargeting. You want to stand out and be memorable, but not be overzealous and annoying, which can repel potential buyers. Whether you are retargeting a former customer who hasn’t made a purchase for some time or aiming to drive new traffic to your website, follow these best practices to achieve the best possible results.

Understand Your Audience

Before you invest time and money in ad retargeting, you must understand your audience. Customers at every stage of the buyer journey will be browsing your website, so segment your customers according to what stage they are in and tailor your ads to each group accordingly.

Start With One Platform

It’s best to start small, preferably with one platform, to gain an understanding of how ad retargeting works and where your target audience is spending their time. Google Ads is probably the most logical platform to start with since nearly everyone uses the search engine and it has many partner affiliates that would also display your ads.

Keep It Simple

Buyers want to see ads that are direct and address their needs, so don’t oversaturate your retargeting with too much wording or imagery. Make it visually appealing and simple in order to attract more eyes and achieve more clicks.

Include a Call to Action

While keeping your message simple, be sure to include a call to action (CTA) for customers to follow. Whether you are offering a discount, freebie or other incentive, explicitly spelling out what you want the buyer to do makes your messaging more effective.

Seeing the same ads over and over is not only annoying, it makes your brand less visible because people stop paying attention. Set limits on how often an audience sees retargeted ads, and be aware that every ad has a shelf life.

Make It Personal

The best retargeted ads are the ones that are highly specific to a certain segment of buyers, providing different content for different people. By understanding your audience and looking at their data, your business can create a retargeted ad strategy that is designed to be both personal and persuasive.

Ad retargeting is a proven technique that allows small businesses to keep their brand in front of potential customers who have visited their website but have not made a purchase. It’s a way to grab visitors’ attention, bring them back to your website and convert them into buyers. If done correctly and thoughtfully, ad retargeting can build your visibility, increase sales and create more loyal customers.

How does ad retargeting work?

When users visit a website, their browser collects data called “cookies,” which track and record their actions while browsing the site. Based on this collected information, businesses can create retargeted ads that will follow the user after they leave the site and continue to show them ads about what they were looking for.

What platforms should be used for ad retargeting?

Google Ads is the largest platform for ad retargeting and is appropriate for businesses of all sizes. It’s a good place to start as you figure out how ad retargeting works and what content your audience wants to see. You can also expand to social media platforms such as Meta, X and LinkedIn.

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How AI Can Power Brand Management

Julian De Freitas

Marketers have begun experimenting with AI to improve their brand-management efforts. But unlike other marketing tasks, brand management involves more than just repeatedly executing one specialized function. Long considered the exclusive domain of creative talent, it encompasses multiple activities designed to build the reputation and image of a business—such as crafting and communicating the brand story, ensuring that the product or service and its price reflect the brand’s competitive positioning, and managing customer relationships to forge loyalty to the brand.

A brand is a promise to customers about the quality, style, reliability, and aspiration of a purchase. AI can’t fulfill that promise on its own (at least not anytime soon). But it can shape customers’ impressions of a brand at every interaction. And it can automate expensive creative tasks—including product design. To succeed with it, you must understand how it is perceived by stakeholders and what can be done not only to mitigate their concerns but to make them avid supporters. Using examples from Intuit, Caterpillar, and LOOP, along with in-depth scholarly research, the authors propose a framework for thinking about the key roles that AI plays when it comes to managing brands effectively.

It can automate creative tasks and improve the customer experience.

Idea in Brief

The opportunity.

Brand management, long considered the exclusive domain of creative talent, has become faster and better informed than ever because of AI.

The Challenge

AI has the potential to adversely affect a brand, so successfully implementing it in this context often involves confronting resistance and backlash from both customers and employees.

The Solution

The most successful brand management blends the best of human and machine intelligence to augment rather than replace human creativity. Nike, Intuit, Caterpillar, and others have used AI to the great benefit of their brands.

Few brands are more iconic than Nike. From its swoosh logo to its slogan “Just Do It,” the company has mastered the artistry necessary to build a renowned brand. So when Nike asked Obvious, a trio of Parisian artists who make AI-inspired designs, to develop new iterations of the Air Max sneaker in 2020, it wanted to be sure the designs wouldn’t deviate too dramatically from Nike’s signature style. Obvious trained its generative AI model by feeding it pictures of the Air Max 1, the Air Max 90, and the Air Max 97 and used the model to create a vast array of design ideas. Then, drawing on their own knowledge and perception of broader fashion trends along with Nike’s marketing objectives, the trio iteratively tweaked the model until it produced a design that struck the right balance between novelty and staying on brand. The design incorporated many of the stylistic elements of the classic Air Max but blended them with new colors, shapes, and patterns to achieve a fresh, cool feel. The limited edition shoes sold out in less than 10 days.

Julian De Freitas is an assistant professor in the marketing unit at Harvard Business School.
EO Elie Ofek is the Malcolm P. McNair Professor of Marketing at Harvard Business School.

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Tiny Memoir Contest for Students: Write a 100-Word Personal Narrative

We invite teenagers to tell a true story about a meaningful life experience in just 100 words. Contest dates: Nov. 6 to Dec. 4, 2024.

A banner of six purple and black illustrations. From left to right: a woman hanging a star in a window with the help of a little girl; two men staring lovingly at each other over a small table; a man presenting a miniature Christmas tree to his pet fish; a frog reaching out his arms to a squiggly figure; three family members piled on top of each other on a couch; a woman looking pensively out a widow as it snows outside.

By The Learning Network

Illustrations from Modern Love’s Tiny Love Stories , the inspiration for this contest.

Can you tell a meaningful and interesting true story from your life in just 100 words? That’s the challenge we pose to teenagers with our 100-Word Personal Narrative Contest, a storytelling form popularized by Modern Love’s Tiny Love Stories series .

After running this contest for two years, receiving a total of more than 25,000 entries, and honoring dozens of excellent miniature teen-written memoirs, we have discovered the answer is a resounding yes .

So, we challenge you to try it yourself.

We’re not asking you to write to a particular theme or to use a specific structure or style, but we are looking for short, powerful stories about a particular moment or event in your life. We want to hear your story, told in your unique voice, and we hope you’ll experiment with style and form to tell a tale that matters to you, in a way you enjoy telling it.

And, yes, it’s possible to do all that in only 100 words. For proof, just look at last year’s 15 winning entries . We also have a step-by-step guide full of advice that is grounded in 25 excellent 100-word mentor texts, as well as a rehearsal space , published for our first year’s contest, that has over 1,000 student-written mini memoirs. Because that space was so successful, we’re keeping it open for this year’s contest. We hope students will use it to get inspiration, experiment and encourage each other.

Take a look at the full guidelines and related resources below. Please post any questions you have in the comments and we’ll answer you there, or write to us at [email protected]. And, consider hanging this PDF one-page announcement on your class bulletin board.

Here’s what you need to know:

Resources for Teachers and Students
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Product Marketing Essay Examples & Topics

Product marketing is the process of taking a product and launching it into a market. This process takes place in the beginning of a product’s life cycle. Product marketers have to understand the product and the customers that it will reach.

Introduction of a new product consists of five steps.

The first step is discovery, where specialists conduct research. The next stage is planning: the team comes up with an effective marketing strategy. It is followed by definitions, where the customers are identified. Then it is time for the preparation stage, where campaigns are developed. Finally, the product launches, and it is time to monitor it to ensure its growth.

In your product essay, you might want to focus on product marketing strategy development. Another option is to discuss the essential product management issues. Want to know more about how to promote a product? Essay examples, topics, and writing tips are collected here. In this article, our IvaPanda experts have broken down how to write a successful product marketing essay. We listed some advice on how to describe any item that needs to be marketed and sold. Furthermore, on the page, you will also find product essay examples.

Write an A+ essay about product marketing with us!

To sell a particular product, you have to advertise it effectively. If you are studying marketing, you are very aware of that fact. However, you should also be mindful of writing a clever description of the item you’re advertising. An accurate and complete product description leads to the selling of a product. Essay examples analyzing such advertisements can be found below. Here, we will explore how to describe a product correctly.

Here are some ground rules:

Determine your audience.

Before you can begin selling your item, you need to know to whom you’re selling it. Promoting a product cannot be accomplished without identifying your target audience. To do this, you need to get into the heads of your customers. Think of their interests, why they want your product, which features they would pay most attention to.

Think of the product’s benefits.

With your buyer in mind, imagine what parts of your product are of the utmost importance. This will be the basis for your product promotion. Your audience needs to know how you can improve their lives. Mention the quality of the product and its unique selling point.

Try a story-telling technique.

The days of personal selling door-to-door are over. Yet, you can still try to appeal to your customers. Their emotions will still influence their purchase, so try to call to them by being as precise as possible. Mention all the features that will be relevant. Ensure that you allow them to visualize their experience with the product.

Work on the wording and tone.

Your sales letter needs to sound convincing but not overbearing. Try being as natural as possible in your wording, as though you’re working retail and selling the product face-to-face. At the same time, don’t shy away from using powerful words. Make sure your phrasing will elicit a strong emotional response from your audience.

Make sure it’s easy to skim.

In the day and age of social media, people are surrounded by information. There isn’t enough time in the world to absorb it all. So, ensure that your description is easy to skim. Keep your introduction and conclusion short, use bullet points, and break your text into paragraphs. Our summarizer tool can help you see your essential arguments.

Add keywords and images.

Remember to review your text to check that it is optimized for search engines. After all, that is how most people will stumble upon it! Make sure to add decent, quality images that capture your product design. They are just as important as the full item description.

Even if you have read through different examples of essays about products and marketing in general, you might still have questions. For example, how do you create a correct paper structure? What is product-market research? Should you include it in your essay? In this section, see how to start your marketing essay.

Here are some tips on how to write an essay about a product:

Introduce the product. This is the stage where you develop a relationship with your reader. Show your audience that you understand them and start to familiarize them with your item. They don’t have to know the history of the product development – just the context.
Address the problem. In other words, formulate your thesis statement. Think of an issue that you could describe. Or consider ways to improve your product. You can approach this through tools such as marketing mix. Our thesis generator can help you formulate it.
Describe the product in question. In the body of your essay, you need to capture the essence of your item. You can think about it in terms of a product launch. How do you sell it to the customers? Be specific, and don’t forget who your audience is.
Evaluate the product’s features. Imagine what kind of service or benefit your readers might receive from it. Don’t forget to mention key details. For example, imagine you’re talking about a local product. Acknowledge a few different alternatives available on the market to validate your research.
Conclude your assessment. To round up your essay, deliver your final verdict on the product. Mention whether you think the price-to-quality ratio is worth it. Your product essay has to be valuable to those who read it, so be candid and thoughtful.

Thank you for reading! We wish you all the best with your paper. Now, you can proceed to read our examples of essays about product below.

339 Sample Essays on Product Marketing

Apple distribution channels research paper: direct & indirect distribution of iphone.

Words: 2874

Decathlon Company’s New Product Marketing Strategy

Words: 3498

Scrub Daddy Inc.’s Superior Sponge Marketing Plan

Words: 3585

MacBook Pro: Targeting, Positioning, Marketing Mix

Words: 1663

Victoria Secret Target Market & Consumer Demographics

Nike shoes product marketing and perceptual map, the product life cycle (plc): apple inc. case.

Words: 1441

Potato Chip: Basics of Cost & Managerial Accounting

Words: 1413

New Energy Drink Marketing Strategy

Words: 3973

Marketing Strategies for Laundry Detergent “Finish Dishwater Tablets 25 Pack”

Words: 1502

Christian Louboutin: Brand, Voice, and Guidelines

Words: 1096

Vaseline Product: Brand and Packaging Perspectives

Sleep and wake pillow product development & marketing.

Words: 3060

Xbox Product’s Market Segments and Decision-Making

Words: 2726

Bulla Creamy Classics Ice Cream’s Marketing Strategy

Words: 1615

Marketing: Rolex as Product, Its Promotion and Price

Words: 7165

Marketing: McDonalds and KFC

Words: 2511

Pricing and Distribution Strategy: Blizzard From Dairy Queen

Starbucks’ new ice cream product and service plan.

Words: 1218

Coco Mademoiselle by Chanel: Consumer Behavior

Words: 1235

Apple, Samsung, Sony, LG, Toshiba Product Hierarchies

Words: 2775

Rockstar Drink: Developing, Managing and Pricing Products

New product development: smart shopping cart.

Words: 1140

Apple, Samsung, Sony, Huawei, Lenovo Product Hierarchies

Words: 2861

Christian Dior’s Jasmine Perfume’s Marketing

Words: 1708

Virtual Reality Technology for Wide Target Audience

Words: 1088

Finish Dishwasher Tablets and Its Buyers’ Behavior

The quartz shower product of aqualisa company, why barbie has been so successful, the dyson robotic vacuum: target group and marketing plan, aqualisa quartz: simply a best shower, ogx beauty product launch project management.

Words: 2740

Quality Function Deployment: Steps and Benefits

Words: 1974

Blu-Ray DVDs: Marketing and Target Market

Words: 1532

Effects of Red Bull’s Promotion on Sales Volume

Words: 4278

Kellogg’s Breakfast Cereals: Marketing Mix

Ibg join venture & toothpaste business plan.

Words: 6853

Nike Shoes’ Marketing and Segmentation Strategy

Australian open tennis tournament as a product, launching a new car: project initiation and planning.

Words: 1430

Neptune Gourmet Seafood’s New Product Launch

Chanel cosmetics competition analysis.

Words: 2510

Marketing: Kripsy Kreme Company

Words: 1084

The Lenovo Consumer Digital Journey

Words: 2575

Flip-Flops in the UAE: Segmentation, Targeting, and Positioning

Foldable fabric trolley: product design and development.

Words: 8852

Ford Motors Company’s New Product Development

Words: 4222

Market Penetration Strategy

Organizational buyers.

Words: 1790

Advanced Marketing Strategy of Adidas Group

Words: 1763

Red Bull Project’s Effective Leadership Measures

Words: 9892

Developing Retail Packaging for a New Product

Words: 1114

Nissan Patrol Product Marketing in the UAE

Words: 2201

Amazon Magic Wand Product Description

Words: 2758

Autonomous Vehicles Product Development and Launch

Words: 1424

Product Hierarchy in the UAE’s Industries

Words: 3740

Dettol with Oud Product of Reckitt Benckiser Group

Words: 2570

Product Classification, Differentiation, Branding

Words: 1388

A Strategic Marketing Plan for the Coca-Cola Amatil Company

Words: 3444

Starbucks and New Product Introduction

Pricing strategy for a general motors’ chevrolet bolt ev.

Words: 1246

Dubai Road and Transportation Authority: RTA Certified Helmets

Dunkin’ donuts products’ competitive advantage, kellogg company’s marketing positioning.

Words: 1086

PlayStation 4 Pro Product’s Price Strategy

Words: 1384

Creating Demand And Marketing Of A New Fictional Product. A New Software

Words: 5470

Starbucks: The Lack of Willingness to Pay

Product marketing: the key approaches, licious whiskers: retail sales plan, sobar: the non-alcoholic drink.

Words: 1158

New Balance 827 Sneakers for Active Lifestyles

Words: 1175

The Costs and Pricing of Athletic Accessories

Words: 1569

Licious Whiskers Distribution in Tennessee

The new balance sneakers product marketing, mealztime cordless self-heating bento box, nike’s baseball shoes: product marketing, the eight sleep pod: product marketing, the tesla model 3: product evaluation, tokyo’s branding & social media, decoding the art of television commercials.

Words: 1240

E-Cigarettes and Tobacco Product Marketing Tactics

Crescent pure promotion: case study, domestic production as an essential for stabilizing the economy, the coho salmon cake product marketing.

Words: 2318

The Wrinkle Cream Marketing and Pricing Policy

Chevy silverado vs. gmc denali trucks comparison, fraudulent claims and incomplete product content, developing a supply chain security policy, led (light-emitting diode) table lamps as products, jolt coffee’s new categories of commodities, forbidden city: launching a craft beer in china, market efficiency and externalities, solar powered sunglasses product marketing, psychographic and behavioral characteristics in promoting the product, the attractiveness of environmentally-friendly clothing products, new products: electric scooters, importance of development of the cellphone, women’s outdoor clothing: product marketing, smart glasses: the product development.

Words: 1059

Tekio Modular Lighting Lanterns’ Marketing Campaign

Wear2win product description and market potential, multicultural food marketing techniques, the medical watch product: business plan.

Words: 1560

Marketing: The Tao of Timbuk2 Company

Ikea company’s product design and pricing, ez-schedule app’s feasibility and implementation, marketplace for the ez-schedule business app, development of a low calorie date jam.

Words: 3104

Frame Styler as an Innovative Product

New product: xiaomi mi 11 ultra, apple’s iphone in the technology market.

Words: 1311

Pricing a New Product

Efg amalgamated ltd. llc: advertising in second life, the quick scan usb flash drives for different audiences, abc corporation introducing new type of usb, marketing. introducing abc usb flash drives, nature’s best: product marketing recommendation.

Words: 1399

AHP Company in the Automated Wheelchair Market

Bendable iphone. target audience for a new product, product placement during the covid-19 pandemic.

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GCSE English Literature - 'Romeo & Juliet' Essays

Subject: English

Age range: 14-16

Resource type: Assessment and revision

Last updated

14 August 2024

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Finding it challenging to grasp ‘Romeo & Juliet’? Or looking for an additional study aid? We’ve got you covered! We’ve put together a set of 5 sample essays from the legendary Literary Heritage text by William Shakespeare! These essays align with the official Pearson Edexcel IGCSE specification, featuring questions akin to those asked in real examinations. Each essay has been evaluated at a grade 9 standard by teachers. Get this set now to boost your vocabulary, refine your grammar, and improve your overall English. Engage with this resource and uplift your English Literature grade to a 9. Share your feedback and let us know how it helped in your exams!

5 grade 9 assured PDF documents with no access or editorial restrictions
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Each document is 2/3 sides ranging from 1000-1500 words making them appropriate length for real examinations
A guarantee that each essay hits the following 3 asssemessment objectives: AO1, AO2, AO4

The Compiled Sample Essays & Essay Questions: Juliet: Sample Essay Question: ‘How does Shakespeare present Juliet in the play?’

Mercutio: Sample Essay Question: ‘How does Shakespeare present Mercutio in Romeo and Juliet?’

Romeo: Sample Essay Question: ‘How does Shakespeare present the character of Romeo?’

The Nurse: Sample Essay Question: ‘How is the Nurse presented as an important character in Romeo and Juliet?’

Tybalt: Sample Essay Question: ‘Explore the idea that Tybalt as an aggressive and violent character?’

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339 samples. Product marketing is the process of taking a product and launching it into a market. This process takes place in the beginning of a product's life cycle. Product marketers have to understand the product and the customers that it will reach. Introduction of a new product consists of five steps. The first step is discovery, where ...
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A guarantee that each essay hits the following 3 asssemessment objectives: AO1, AO2, AO4; The Compiled Sample Essays & Essay Questions: Juliet: Sample Essay Question: 'How does Shakespeare present Juliet in the play?' Mercutio: Sample Essay Question: 'How does Shakespeare present Mercutio in Romeo and Juliet?' Romeo:

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What Is a Marketing Essay

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Marketing Reflective Essay Examples

Marketing Analysis Paper Examples

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Essay on Marketing

100 Words Essay on Marketing

Understanding Customers

Communication is Key

Building Brands

250 Words Essay on Marketing

The Essence of Marketing

The Digital Revolution

Content is King

Ethics in Marketing

500 Words Essay on Marketing

Meeting New Friends: Customers and Businesses

Traditional vs. Modern Marketing

Understanding Your Brain: Neuromarketing

Chatting with Businesses: Conversational Marketing

Shopping in Your Pajamas: Social Commerce

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Marketing Essays

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Essay Samples on Marketing

A Brief Analysis of Samsung's Marketing Aim and Strategies

Misleading Marketing Schemes in Australia and Their Impact

Combination of Success: the Blend of Marketing and Customer Value

A Few Marketing Plans to Strengthen Malaysia Airlines’ Brand

Successful Marketing Strategy Starts With Great Advertisement

The Pros and Cons of Digital Marketing Methods

Non-profit and For-Profit Organizations

Essays on Marketing

Accountability in the Army

The Best Buy Shopping Experience: Meeting Customers Needs

Debating Whether "The Customer is Always Right"

Advertisement: How to Grab the Reader's Attention

Discussion Whether Should Artists Music Be Used in Advertising

Logos, Ethos and Pathos Advertisement: an Example Overview

Analysis Strategic Plan Part 2: Swot

Contingency Thinking - 'Thinking Outside the Box'

Color, Typography and Pathos Examples in Ads

Strategic Plan: Implementation Plan, Strategic Controls, and Contingency Plan

Introduction

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Studying Abroad in Madrid: Courses and Experiences Outside the Classroom

Food Advertising and Marketing Directed

Attracting Attention through Social Networks

The Creation of Dr Pepper: a Historical Perspective

The Origins and Evolution of Red Bull

Understanding the Impact of State Farm’s Motto

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