Marketing Essays

Marketing Essays

At Study Aids we are proud to offer a vast collection of marketing essays. Below you will find a great range of marketing essay titles for you to purchase. These marketing essays are here to help inspire you in creating your own marketing essay or assignment.

Our sample marketing essays will prove helpful in formulating your own dissertation topic, objectives, literature review, methodology and analyses. Our sample marketing essays are an ideal tool for any student struggling to start their own marketing essay. Marketing is an essential part of any business and there are many elements of marketing. By browsing our collection of marketing essays, you will get ideas for your marketing essay through the following marketing subjects:

Relationship Marketing, Branding, Direct Marketing, Marketing Cultures, Advertising, Consumer Behaviour, Marketing Trends, International Marketing, Online Marketing, Social Media Marketing, Strategic Marketing and Marketing Ethics.

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Marketing Essays

Title / Subject
Morrison's SWOT Analysis

The purpose of this assignment is to conduct an in depth SWOT analysis of Morrison’s Supermarket

[1,500 words]
Integrated Marketing Communication: Starbucks

Starbucks key of success is the ability to change the concept consumers had about drinking coffee. With more than 600 outlets across the world and the intention of increasing them in the near future, the company has transformed coffee into a lifestyle accessory with as much elegance as the latest fashion

[2,500 words]
The Influence of Children on Purchase Decisions

In the world of advertising and marketing, children are the targets. For many reasons, children are exerting a greater and greater influence on family buying decisions. Advertisers know that the money is in the hands of the children. As their economic muscle grows, so does a marketer’s focus. Understanding how and why a child influences purchasing decisions is important to marketing and business today

[3,000 words]
International Marketing - Investigation into Excessively High Retail Prices in the UK

There is compelling evidence that car prices in the UK are higher than the rest of Europe. This has been reinforced in the eyes of the public by the Rip-of Britain campaign run by Labour shortly after the 1997 election

[4,500 words]
Case Analysis: Hilton Hotels Corporation

Hilton Hotels is a hotel chain keeping up with changes in the industry. In the early 1990s, Hilton Hotels moved its focus heavily into the gambling industry in response to two major take-over attempts. While gambling indeed generated the bulk of the income in the early 1990s, in 1994 the gaming industry slowed significantly while the hotel industry continued to prosper. The industry response was to shift into providing/packaging entertainment and gaming to form destination resorts to attract more customers.

[1,500 words]
Marketing Analysis: McDonalds The Pioneer In Fast Food Industry

One of the success weapons of McDonald in fast food industry is that its franchise and chain system. The franchisee provides market knowledge, capital, and personal involvement in management. The combination of skills permits flexibility in dealing with local market conditions and yet provides the parent firm with a reasonable degree of control

[2,000 words]
Marketing Case Study: Analysis Of Easyjet

Traditionally airline concepts are based on the assumption that airline traffic grows in line with the economy and that cutting prices will only lead to a decrease in revenues. With the introduction of the no-nonsense concept to the European market, after its deregulation in 1992, easyJet has proven this theory wrong and goes from strength to strength by actually increasing the size of the market and more recently by taking away passengers from the majors. Includes SWOT, PEST, situational analysis and marketing mix.

[3,500 words]
Marketing Case Study: Analysis Of Reebok

Reebok’s performance and competitiveness in the athletic shoe market is hindered by some base marketing problems. The most fundamental is a long-term problem of ineffectively scanning the environment. This translates to a more short-term problem of either not targeting, or failing to effectively target, the most profitable segments of the athletic shoe market

[4,500 words]
Marketing Analysis into British Airways

The strength of the airline includes the excellent new fleet of aircrafts purchased to compliment comfortable travelling of passengers. This move was made to counter the wretched state of travel and complains received by the previous fleet used by British Airways. An amazing magnitude of operations allows British Airways an advantage over her competitors by catering to a wider variety of customers

[3,500 words]
Explore the different types of humour that are used in television advertising

This report aims to investigate which types of humour are more prevalent in television advertising. Humour can be defined as the ability to be amused by things, the way in which people see that some things are amusing, or the quality of being amusing (Source: Cambridge Online Dictionary). Humour is widely used within advertising today whether this is on radio, in print, or on television as part of everyday marketing communications campaigns

[5,000 words]
Marketing Advertising: you know what ells well according to the marketing departments and manufacturers this certainly is the case

Images of content that implies it are almost everywhere to be seen. Almost every adult magazine, TV program, film seems to have content of some kind. However, imagery hasnt always been widely seen or accepted among society in terms of selling a product or service

[2,500 words]
Marketing Strategy: Analysis of Customer Relationship Marketing

Adding value to products and services through customer relationship management can lead to a competitive advantage in the market, provided, an organization has executed this strategy properly. Customer relationship marketing is a phenomenon that is not just a value added strategy it is necessary. With the competition that exists in the market in this twenty first century it is most important to retain the loyalty of already made customers. It is widely known that word of mouth advertising is the best advertising. Consider these statistics: satisfied customers tell four people; dissatisfied customers tell nine people; and delighted customers tell eighteen people. To embark on the most positive feedback from a consumer it is necessary to utilize full potential of the employees of an organization to make sure that a customer is more than satisfied

[6,000 words]
Marketing Analysis into the Slimming Food Industry

This report is going to analyse the Slimming Food Industry (SFI) in the United Kingdom (UK). It is also going to outline the competitive arena and provide information on the issues raised in this industry. To aid with the analysis of the industry a DEEPLIST analysis will be conducted, whereas only the appropriate factors of this analysis will be evaluated in this report. The main issues and future implications for these factors will be included. Porters 5 Forces Analysis will be used to further the understanding of the competitive arena of the SFI (Slimming Food Industry). The main competitors as well as their strategies will be included in this report

[6,500 words]
Interrelationship Between Target Marketing And The Marketing Mix Target marketing and the marketing mix are two extremely important subjects within the world of marketing

Organisations cannot appeal to all buyers in the entire market so marketers use target marketing to identify the parts of the market it can serve best. Target marketing is when the seller identifies market segments, selects one or more of them and develops products and marketing mixes tailored to each. Marketing mixes are a combination of price, product, promotion and distribution (place) that help to deliver a product in a successful manner

[1,500 words]
SWOT Analysis of Xerox

Xerox Corporation has established itself as the worlds largest document management company providing the broadest portfolio of document systems and services in the industry. Xerox developed and patented the first automatic copier to use ordinary paper in 1961. Today, the company offers a diverse range of document systems including color and black-and-white printing and publishing systems, digital presses, copiers and fax machines. The demand for Xeroxs products and services has grown every year and the company currently serves a market of one hundred and seventeen billion dollars. As a management consulting team offering services to a leading Xerox competitor, The paper will explore how Xerox increased its competitiveness to gain market share through improved customer satisfaction. Evaluating how Xerox established high levels of customer satisfaction, the competing firm can learn from and implement a similar strategy

[1,000 words]
Factors that Influence Consumer Behaviour Patterns When Purchasing Fashion Items

Consumer behaviour is a complicated and diverse area of study. Since marketing is based on identifying, anticipating and providing customer needs it is important to understand them. There are two predominant types of buying: consumer buying, which consists of buying products for personal use, and organisational buying, which involves buying for organisational purposes. For marketers to satisfy consumer needs more fully than competitors it is important to recognise the elements that influence buying. This report will identify the main factors influencing consumer behaviour patterns, particularly when purchasing fashion items. It will examine how buyer characteristics influence buyer behaviour and also how retailers react to such characteristics. In particular this report will look at the cultural factors, demographic factors and psychological factors that influence consumer buying

[3,000 words]
Consumer Purchase Behaviour

The purpose of this report is to analyse and evaluate the decision-making process consumers go through when purchasing health supplements. Health products is a growing industry as more people are more aware of good health in relation to their lifestyle, and how they can use health supplements to enhance self heal health care.

[2,500 words]
An in-Depth Analysis into Consumer Behaviour Consumer behaviour is the study of processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires

Why? How? When? What? Where individuals and groups buy? People talk rationally but they buy emotionally. People buy a car not because of the great gas mileage or the price. They buy it because it makes them feel good. People feel on the basis of the words used and the pictures painted by those words. Literally, a rose by any other name probably wouldnt

[3,500 words]
Are Attitudes or Behaviour More Important When Making Purchasing Decisions? Consumer behaviour is an important area for marketers

Understanding consumers has become the focus of much attention in the marketing world because the driven force behind the market is the consumer. However, Kolter (1996) claims that when choosing products and services, consumers are often influenced by several factors such as attitudes or behaviour. Clearly, to sell products successfully, marketers need to understand and target the specific groups interested in their products. In the literature, many researchers claim that consumers attitudes predict their purchasing behaviour. However, some authors believe that behaviour should be measured in order to predict buying behaviour. This essay will argue that attitude is the major influence in a buyers purchasing decision. Firstly, the report will show how consumers attitudes influence behaviour, using high or low involvement products as an example. Secondly, another major factor influencing buyers attitudes or behaviour, brand loyalty will be analysed. Finally, the role of advertising in influencing future purchasing decisions will be discussed

[2,000 words]
Advertising Management: What Is The Cultural Significance Of Advertising? Advertising can be seen as taking advantage of the knowledge of a social system

The social system would include our positions within society, how we read signs and behave towards them, which help advertisers assume what will attract people’s attention. If we know what behaviours go with what function in society, we can then assume that people who carry out that specific function will perform those behaviours

[1,600 words]
Marketing Communication: The Value of Communication Models Across a Range of Marketing, Advertising and Communication Media

When looking at advertisements in any form of media, at first glance they look simple and meaningless. When looked at in more detail it becomes more obvious that a lot of research has gone into the design of each individual advert to ensure that the correct message is passed onto the viewer. Over the years many people have developed models to describe how different forms of mass communication take place. Mathematicians Claude Shannon and Warren Weaver developed a ‘mathematical model’ which shows communication to be linear and one way. Other models include the Lasswell formula, Dance’s Helical model, Westley and McLean’s model for communication research, and Maletzke’s model of the mass communication process. All these models will be described in more detail later on

[1,900 words]
Marketing Analysis: TESCO Case Study

The following report examines Tesco – the most successful supermarket in the UK. Through in-depth analysis of the company’s internal and external contributories, the report discusses the marketing mix of Tesco’s leading clothing range; Cherokee. With referral to several marketing textbooks and websites, theories and information were derived in order for this report to be written. This specific information is apparent throughout the report when giving facts about the company. This is used to set the scene for the interpretation and also aids discussion. To examine the internal aspects of Tesco its Microenvironment will be analysed. With referral to the individual company, its customers and competitors, closer examination can be achieved. Looking at the company through this method, its internal characteristics were devised; adding to the interpretation of the SWOT analysis. Secondly, the macro-environment of Tesco is discussed. Ranging from political to technological, specific externalities are investigated. These factors allow an overall image of the company to be formed; concluding its internal forces and with what environment it functions in

[2,500 words]
Social Marketing: Safe Campaign

The report is concerned with outlying a social marketing campaign that can be used to reduce the number of teenage pregnancies. The purpose of the campaign was provoked by the increasing number of teenage pregnancies in Britain and its detrimental effect of society. A social marketing campaign was therefore justified by the fact that these numbers are increasing and that ‘children are having children’. The situational analysis section was concerned with identifying factors that effected teenager decision making on having unprotected. It concluded that there are sections of vulnerable teenagers who are having and are most likely not to use contraception. This finding provoked the idea that a safe campaign would be better than a virginity campaign due to target audiences’ cultural background

[9,000 words]
Marketing Communications: Symbols

Communications whether inter or inter-cultural, can only take place when the participants in the process share a set of meaningful symbols. Symbols work as a powerful means of association. This highlights the power and influence the use of symbols has in marketing communications. 70% of communications is non-verbal, where marketers manipulate these symbolic ideas to create associations between the product and various benefits. These ‘symbols’ take the form of colour, lettering font, logos and celebrity endorsers and are used to appeal to specific target audiences and objectives; most commonly to motivate customers to buy the product and/ or to change their attitude towards it. As the marketing industry witnesses a shift from advertising with a functional appeal, to appealing to more symbolic and experiential needs of customers, it is evident that there is a greater need for these semiotics to communicate a message

[2,500 words]
Marketing Analysis: KitKat Case Study

The following report examines Rowntree’s most primal confectionary brand: the KitKat. Through in-depth analysis of the brand’s internal and external contributories the report discusses whether it may be feasible to reintroduce the KitKat Chunky; which has previously been deducted from the market. With referral to the case study and other marketing textbooks, theories and information can be derived in order for this report to be written. This specific information is apparent particularly in the reports introduction where background information is given on the KitKat in order to set the scene for the interpretation.

To examine the internal aspects of KitKat its Microenvironment will be analysed. The account looks more closely at the company, its customers and its competitors. For example marketing differentiation between KitKat’s two main products can be distinguished and aspects as to how and why this is the case are apparent. Looking at the company through this method, its internal characteristics can be devised; adding to the interpretation of the SWOT analysis and in particular helps to evaluate whether KitKat holds a marketing orientation to their product of not

[3,000 words]
Strategic Marketing Analysis: PUMA

This report was undertaken in order to present a strategic marketing analysis of the sports footwear industry, focusing on the brand Puma, and based upon this analysis, offer appropriate strategic recommendations. The report begins with an industry background, with regard to the brand, which outlines trends and growth rates within the industry in recent years, and provides a brief background of the company itself. An external analysis of the environment in which Puma operates was carried out using a PEST analysis. An internal analysis then provides an analysis of the internal environment, using Porter’s Value Chain. This involves analysis of activities including, inbound logistics, operations, outbound logistics, marketing and sales, and service activities. The analysis if followed by an outline of strategic options available to the company. These strategic options were compiled using the PEST analysis, Porter’s 5 Forces Model, Porter’s Generic Strategy, Ansoff’s Matrix and the Boston Matrix

[6,000 words]
E-Marketing: Describe, Discuss and Assess The Various Ways in Which E-Marketing Can Help Organisations To Develop And Sustain Competitive Advantage

E-marketing is the use of information technology in the process of creating, communicating, and delivering value to customers, and for managing customer relationships in ways that benefit the organisation and its stakeholders. Evidently, customers are spending longer on the internet, buying more often and spending more money. Due to this development most organisations have set up a website and have implemented several e-marketing strategies, in order to match this pace of change and meet consumers increasing needs. The specific activities involved in the successful implementation of E-marketing include: marketing planning techniques (SOSTAC), consideration of the 5 S’s (Sell, Serve, Speak, Save and sizzle), the 7 P’s, and also contemplation of marketing models of E-procurement and loyalty methods. All of these have various advantages for the companies analysed, when considering the effect these have in developing and maintaining their competitive position

[4,200 words]
Advanced Buyer Behaviour: What Are The Customer Motivations Behind Compulsive Consumption And What Consequences Does This Behaviour Have? Consumption involves production acquisition, consumption and the disposal of goods and services

Traditional theories and models of buying behaviour have concentrated on the fact that people consume products for the features and utility benefits they have. Due to the economic boom of the mid 20th Century, however, and the increase of consumption that followed, there has been a shift in research focus. Subsequently, new literature focuses on the psychological aspects of buying, especially the dysfunctional side of consumption: “Considered as the side affect of materialism and the dark side of consumer behaviour, compulsive buying has been under scrutiny…because of its serious impact on the individual and the public.” Research suggests that this idea of addiction involves two levels 1) addiction for the product (drugs, alcohol) 2) an addiction -not to the product- but to the process of buying; the later of which will be the focus of the discussion. As a consequence, analysis will focus on the characteristics and personality factors, featured in this type of behaviour, in order to identify the motives behind it and to identify the detrimental affects that this can have, with reference to consumer debt

[4,000 words]
E-Marketing: Market Analysis and Product Development for Mattel Toys

The UK market for traditional toys and games was valued at £2.13 billion in 2005, following a 21% growth in sales since 2000. This is because the toys and games market is highly fragmented in both supply and retail terms. On the supply side there is now only limited domestic product. Through out the years, Action toys have always aimed at the male market it comprises figures and accessories, including the majority of boy’s concept toys. The main factors driving development in the toys and games market are technology, branding and licensing. During our research we found out that kids have an impact in what their parents buy for them. However, the educational value of the toy and games is also considered, and suggesting that parents are acting responsibly when choosing toys for their children. We have carefully selected toys and games that appeal to the target market, the parents of the target market, and educators – We looked into the market and realised that technology is playing a major part in children entertainment and for that reason, we decide to produce an action figure toy. With our new product, it wouldn’t be just any action figure toy but rather one with a remote control. The reason being, this enables kids to have power and control over their product and be creative with them

[10,000 words]
Marketing Communications: Nationwide Launch of Ribena HUGS Smoothie into the Market

Ribena has re-evaluated their corporate strategy by widening their market audience. The organic market allows opportunity for Ribena to offer a product that is seen to be healthy as the consumer becomes more health conscious. This market if penetrated correctly will offer growth, success and improved corporate image for Ribena. Ribena has decided to introduce the Ribena Hugs Smoothie, an organic child smoothie into the market. The UK Smoothies market has increased steadily for past five years, published late last year by British consultancy Organic Monitor predicted UK sales would reach £55 million, as consumer demand for more natural products

[6,000 words]