Consumer Participation in Services Marketing

Consumer Participation in Services Marketing Order Instructions: The essay topic is as follows: A brand must use consumer participation to shape the fundamentals of what it offers people, and constantly keep up with changing needs.

Brand and consumer must be on the same side and sometimes they are not. Services marketing is no longer about marketing to customers, it’s about engaging with and among customers. Discuss with reference to brand communities.

This is an essay based on scholarly journal article research, theory and critical evaluation/synthesis (not mere description). You must support your answer with a minimum of 6 journal articles (can be peer-reviewed or otherwise but must be from sources classified as Journals). The essays upper word limit is 2,500 words. There is no minimum word limit. The upper word limit is strict. NB. The word limit does not include; title page/cover page, sub-headings, reference list (it does include in-text citations), appendix.

Consumer Participation in Services Marketing Notes

A minimum of 6 journal articles. The penalty of 20/100 marks applied if this criterion is not met.
Full Harvard author-date referencing is required (in-text citations, and reference list).
Brand examples may be discussed, but only if they are cited within the content of the journal articles that have been selected for use. Personal and subjective examples may not be used.

Consumer Participation in Services Marketing Sample Answer

Introduction

Services are a unique form of product which a firm offers to its customers. It is unique in the sense that it cannot be seen, touched, or be separated from the person offering it. Companies must describe how they want to offer after- sales services (e.g. maintenance and repair as well as training). The unique characteristics of inseparability, intangibility, and perishability have led to services marketers to come up with the services expanded marketing mix which include people, physical evidence and processes in order to satisfy customers. Marketing researchers and practitioners also define a service as any act or performance that one party offers to another that is essentially intangible and does not result in the ownership of anything(WILLIAMS 2010). Production of services may or may not be tied to a physical product. The feature of inseparability refers to the fact that services cannot be touched, seen, felt or smelt before they are bought. To reduce uncertainty, the buyer will look for signs or evidence of the service quality by drawing inferences about service quality from the place, people, symbols and the price they sell it. The next defining characteristic of services is inseparability. This implies that services are normally produced and consumed simultaneously. The customer is present when the service is produced. The seller-client relationship is a special feature in the marketing of services. Services are also highly variable which implies that services depend on who provides them, when and where they are provided(WILLIAMS 2010). Firms should, therefore, have well-trained service providers to maintain a high quality of their services and to also standardize their service provision process. Services are lastly perishable in that they cannot be stored and if not utilized at the time they are available they simply disappear. Companies can prepare to take care of high demand periods by providing more personnel to provide services during peak hours(WILLIAMS 2010). A brand is defined as a name, design or symbol that identifies the product of a seller. Well-known brands enable companies to obtain acceptance, extensive distribution and higher prices. Branding is very important in marketing. Its benefits to a firm include enhancing product identification which implies that customers can be guaranteed of quality by reordering the same brand. Branding enables the firm responsible for the brand to be known, reduces price comparisons when customers’ perceive distinct brands and increases product prestige(WILLIAMS 2010).

The relationship between the marketing of services, customer engagement, and brand communities

Companies that provide services face three tasks, namely increasing their competitive differentiation, service quality, and productivity. In managing differentiation, service marketers often find it difficult to differentiate their services from those of competitors. Service marketers try to deal with price competitors by developing a differentiated offer, delivery and or image. It makes good business sense to listen to customers especially in service marketing. By actively seeking and encouraging customer participation, businesses get customers to provide constructive feedback and share ideas and on how they can improve in the manner they offer services in future to meet customer needs(WILLIAMS 2010). However, many modern companies pay lip service to the practice of listening to customers even though listening to customers can yield considerable benefits to a company. Companies spend millions of dollars in customer research yet fail to listen to what their customers tell them on a daily basis which is the biggest source of innovation that can be used to revolutionize the way they offer services to their customers. Many organizations are usually of customers input and therefore do not give them an opportunity to give feedback. Customers who are given an opportunity to give feedback on service quality, offering or any other aspect of a service that a company sells, feels that the business values them and are thus tied to the business and eventually become loyal customers (ZHANG, SHABBIR, PITSAPHOL and HASSAN 2015). Once customers feel that their input is important they end up becoming repeat customers. Customers who provide feedback are likely to make repeat purchases than customers are contacted through word of mouth(WILLIAMS 2010). Customer feedbacks are also used to determine the amount of research and development that a company should engage in. Marketers in many leading multinational corporations such as Microsoft Inc, Harley Davidson, and General Motors hold that one of the most cost efficient and effective ways to recruit new customers is through the formation of brand communities. There are many benefits that companies can reap from brand communities which include new products evolve from these communities as they interact. Members are able to collaborate and develop new products that are innovative that the related company can implement. Brand communities increase the likelihood of customers adopting new products that companies introduce into the market. Brand communities also build a strong wall that keeps out competitor’s products (RAÏES and GAVARD-PERRET 2011). A brand community can be defined as a group of loyal consumers of a company’s brand. Members of the community are not necessarily based in one geographical location but are structurally constructed. The brand community can also be a virtual group on the internet. According to social identity theory, the foundation of a brand community is based on the motives of each member and feeling of a sense of identification with the group. Consumer behavior is motivated by social motives and joint decision making processes that are shaped by shared information that is socially constructed. The shared and socially constructed information is guided by social norms, taboos, traditions, rituals, and other influences. Community influences, therefore, affects choices, attitudes, and behavior. A brand community is a new social concept and marketers use it to explain and understand consumer behavior. The fact that the brand community reflects the cultural meaning and social process makes it a social concept that is powerful indeed. A brand community is a concept that has evolved due to converging environmental trends such as a decline in traditional families and community, the growing power of individual consumers and the rise in internet penetration and usage(WILLIAMS 2010).

In addition to the various benefits identified in the foregoing, brand communities have many uses in modern organizations. Brand communities assist organizations to solve service related problems and help members to learn how to use services correctly. Marketers of services use brand communities to pass important marketing messages to customers in these communities and therefore act as conduits for information. Customers use brand communities that they are part of to meet new friends, to meet existing friends and as a means of self-expression through the sharing of various content and creative ideas(WILLIAMS 2010). Companies use brand communities to market their various services since these communities offer low –cost, high-efficiency marketing programs which enable the companies to achieve their marketing objectives. Service marketers use the brand communities to carry out low-cost research on various aspects of marketing, deliver prompt customer service at low cost, socialize new customers and educate both new and old customers. Brand communities help new customers’ to develop a strong bond with the firm’s brand leading to brand loyalty. Loyal customers in these communities increase the number of times they make new purchase decisions which in effect increases a firm’s turnover (WILLIAMS 2010).

Brand communities represent a group of consumers organized around a particular brand. These communities are strengthened by offline and online social interactions which are aimed at enhancing communication among members of the brand about the brand features, benefits and new developments among other issues. Some groups develop certain rituals and traditions that pervade the entire group making member possess a consciousness of a kind and feel more responsibility towards each other to propagate the ideals, traditions, and norms of the group(WILLIAMS 2010). In these communities ordinarily made up of consumers of a certain brand, members have an interest in the brand which is enduring. This enduring interest in the brand could stem from the service offered or the category of service that is offered by the company that owns the brand. An example of a brand community is Harley Owners Group (HOG) which is a community involving Harley Davidson Motorcycle owners. Members of the group have a fanatical devotion to the Harley Davidson brand. Members of the group share experiences about the brand, features, problems and make suggestions to the management on how the brand can be improved on to enhance their experience and attract more motorbike enthusiasts. Different product categories have brand enthusiasts that form a brand community which at times could be a group of people or an internet-based virtual community. Most car brands have brand communities made of enthusiasts of the various brands (WANG, CHAN and YANG 2013).

The art of engaging with customers in service marketing

Services can be marketed effectively through brand communities due to their very nature. Since services are intangible, the involvement of marketers in service delivery is critical. By focusing on brand communities, a marketer of services can easily determine the specific features of a particular community and design marketing messages that effectively meet the needs of the community members. The marketer can communicate to members online through email lists, established chat-rooms, bulletin boards that are used by the group and also by attending offline events and face-to-face meetings organized by the community members from time to time. The marketer can join several brand communities to provide technical advice on the company’s services. Brand communities are essentially social groups that create a sense of belonging (SAXENA 2011). By joining such groups or marketing to such groups a marketer is able to connect with members at a more personal level and build a long-lasting relationship with group members which would not have otherwise been possible. The marketer could empathize with members who are going through challenging situations unrelated to the brand. By doing this he would build a strong bond with the members of the community which would translate to brand loyalty and higher sales. By interacting with the community members on a personal level the marketer would be able to get new ideas to develop new innovative service offerings, deepen members’ knowledge on available service features and benefits, deliver technical advice and gather customer feedback information. Members of a brand community are able to form one voice to communicate their concerns to management on various issues that need to be addressed to deepen service experience. Service quality is very important in generating repeat sales. By engaging directly with a brand community a service provider can standardize service delivery across various customers which would enhance service experience and increase customer satisfaction (MITU and VEGA 2014).

The essential markers of a brand community make engaging with customers the most effective way of selling services. One of the essential markers of a brand community is a consciousness of kind which refers to the intrinsic connection that community members feel towards one another through a sense of being an accepted member of the community. This creates a sense of being separated and different from those who are not members of the group. This is an essential feature of a group that would enable a service marketer to build a strong relationship with customers who are in the brand community (LIAW 2011). Members of the group would endeavor to make frequent purchases to have something to share about the brand and to enhance the feeling of being part of the group. Services by nature are intangible and perishable and as such provider-client interaction is a special feature of services marketing. The marketer will be able to provide services to clients in a group collectively which will enhance quality as the services offered will be standardized and uniform. Any questions that any member will raise will be answered in the full hearing of all group members. Members will have a uniform understanding of the services that the company provides, the benefits that members get and the charges will be explained to all members including information on how they are computed (JAHN and KUNZ 2012). The other marker that would make selling services in brand community worthwhile as it will create a long-lasting relationship is a sense of moral responsibility among group members. Brand community groups have similar views of life, similar attributes, and values and as such, they have a unified group that could easily be reached and convinced to make purchase decisions. This is because any issues that they may raise on service issues are uniformly understood by all members since they have the same orientation in life. Community members have a linking value even if they meet online. When they meet face to face they normally have an innate connection since in most cases they had been communicating online and sharing their experiences (DHOLAKIA and ALGESHEIMER 2012). The sense of moral responsibility among community members is a marker of a brand community that marketers can use to sell their services and build long-lasting relationships. Brand community members have a sense of obligation towards other community members. Members provide social support to each other and help each other to go through challenging situations. If the marketer sells to one member effectively he had in effect sold to all the other members of the community. Members recruit new members into the community and have a code of rules and regulations that guide such recruitment. New member joining the community will be expected to abide by the prevailing community rules and will purchase the same services as the old members (ALAGÖZ, EKICI and ISLEK 2011).

Consumer Participation in Services Marketing References

ALAGÖZ, S.B., EKICI, N. and ISLEK, M.S., (2011). Brand Communities in the Axis of

Socializing Customers: Sample of Volkswagen Beetle Owners, Turkey/Sosyallesen Müsteriler Ekseninde Marka Topluluklari: Volkswagen Beetle Sahipleri Türkiye Örnegi. Ege Akademik Bakis, 11(3), pp. 465-477.

DHOLAKIA, U.M., and ALGESHEIMER, R., (2012). Brand Community. Rochester: Social

Science Research Network.

JAHN, B. and KUNZ, W., (2012). How to transform consumers into fans of your

brand. Journal of Service Management, 23(3), pp. 344-361.

LIAW, G., (2011). A Study on the Influence of Consumers’ Participation in a Brand

Community on Purchase Intention. Journal of International Management Studies, 6(1), pp. 1-8.

MITU, B. and VEGA, D.O.C., (2014). Consumer’s Participation on Brand Pages on

Facebook. Management Dynamics in the Knowledge Economy, 2(1), pp. 87-105.

RAÏES, K. and GAVARD-PERRET, M., (2011). Brand Loyalty Intention Among Members

of a Virtual Brand Community: the Dual Role of Commitment. Recherche et Applications en Marketing, 26(3), pp. 23-41.

SAXENA, S., (2011). Consumer Participation and Perceived Service Quality in Extended

Service Delivery and Consumption, Arizona State University.

WANG, Y., CHAN, S.F. and YANG, Z., (2013). CUSTOMERS’ PERCEIVED BENEFITS

OF INTERACTING IN A VIRTUAL BRAND COMMUNITY IN CHINA. Journal of Electronic Commerce Research, 14(1), pp. 49-66.

WILLIAMS, A.S., (2010). Examining the role of brand associations in multipurpose fitness

facilities: The relationship between service quality, exercise commitment, brand associations, and brand loyalty, Indiana University.

ZHANG, J., SHABBIR, R., PITSAPHOL, C. and HASSAN, W., (2015). Creating Brand

Equity by Leveraging Value Creation and Consumer Commitment in Online Brand Communities: A Conceptual Framework. International Journal of Business and Management, 10(1), pp. 80-91.

Overview Branding Term Paper Assignment

Overview Branding

Overview Branding;The Royal Flying Doctor Service of Australia (RFDS)

Order Instructions:

Introduction to the project

Description of 2 x theories to be used (gained from academic journal articles relevant
to your particular brand – e.g., celebrity branding academic literature for those working on George Clooney; per perhaps not-for-profit branding for those working on NSW CC etc.)
a. Overview of “broader body of theory” you are using (just an overview of the broad theory)
b. More detailed review of the particular key strand from this “broader” body of theory you are using
c. Repeat stages (5a) and (5b) for the 2nd theory you have selected

Introduction to the case study brand you’re researching (George Clooney, NSW CC, Manly Council etc.)
a. Overview of the case study brand using relevant information from your brand audit task
b. Detailed description of the 2 x brand strategies (select 2 x actual micro-events, examples, instances of your brand’s strategies. E.g., describe the elements of George Clooney as a brand ambassador in his work for Nespresso in the 1st strategy, and maybe describe his “brand identity” that enables him to star in
certain film genres etc. for the 2nd strategy. Focus on only one example for each brand strategy to keep your analysis focused and tight. You may include
visuals of print ads / YouTube screen shots or other evidence etc. to enhance the descriptive elements of “the what,” “the when,” and “the how” of your
brand’s strategy)
i. Brand strategy 1
ii. Brand strategy 2

Critical analysis of the brand’s strategies when viewed through the strands of branding theory you’re using (analyse one strategy via one strand of theory). This is the most significant aspect of the report.
For example, if I am researching the brand “Coles” (in the supermarket category), I might use Doug Holt’s theory of iconic brands and Muniz and O’Guinn’s theory of brand community to analyse a couple of relevant aspects of the supermarket chain’s
brand strategy. I could, say, examine one strand of Holt’s theory (such as “brand loyalty as a social network”) and one strand of Muniz and O’Guinn’s theory (such as “consumption communities”), both in the light of current examples of the chain’s 2
brand strategy in Australia (I will have to search for these particular examples of brand strategy as well).
What we as markers are looking for is in this section is: how well is theory critically applied (in the scholarly sense) to analyse the real life brand case study? For instance, how well does Holt’s theory of brand loyalty (as a social network) apply to what the
brand strategists / managers for the supermarket chain have done here in Australia?
To answer that, I will need to critically evaluate a single branding strategy for the Coles supermarkets (maybe analyse a particular campaign, focusing on a particular advertisement or creative execution etc.), noting where the elements of the advertising
execution fits well with Holt’s theory (and detailing where, how, and why it fits well with the theory); and also noting where it does not fit so well (and, likewise, detailing where, how, and why it fails to live up to Holt’s analysis). I then repeat the same process for my analysis of the second Coles brand strategy in light of Muniz and O’Guinn’s sub-theory around consumption communities. I would also compare the
“effectiveness” of the two theoretical strands (Holt’s, or Muniz and O’Guinn’s), perhaps suggesting which one can provide a better overall “fit” to the particular brand example I’m analysing (e.g., Coles supermarkets), arguing my case for my decision (that is, supporting my decision with a rationale).

3. carefully justified recommendations based on your findings. These
recommendations must be both realistic and actionable. They are the “what next”
steps ready for a brand manager to work with.

Conclusion (should be brief, summarising key findings and recommendations with speculation on future work on the research topic)
10. Reference list (at least scholarly articles to be used. But also industry publications / websites /; mass media articles etc. to be used. Harvard reference style to be used).
NB: Your 6 x scholarly journal articles must have been published from 2005 onwards in order to keep your analysis current and topical.

SAMPLE ANSWER

Overview Branding

The Royal Flying Doctor Service of Australia (RFDS, is best known to be one of the largest flying doctors in the whole globe. This RFDS is most comprehensive aeromedical organizations in the whole world due to its reputable actions that are very outstanding in matters of saving lives in Australia. This is a reputable RFDS in the global community due to its ability of providing emergency and primary health care services to all the propel who are in need of their services within the Australian community. This RFDS provides health care to people who cannot access a hospital maybe due to its inaccessibility or due to lack of trust with doctors in the nearby health center (Tan et al, 2013). The Royal flying doctor service of Australia comprises is also effective since, it has an Education Program, that is very good when it comes to providing pole with the required knowledge of saving lives of those in need. This type of education provided by RFDS is highly useful due to the fact that it’s attributed as a resource that is very determined in impacting knowledge to people. It as well focuses on the some seven general capabilities that are addressed in the Australian Curriculum designed to fit this focus of RFDS also very useful to the whole community. These general capabilities are inclusive of literacy, numeracy that is employed in educating, critical and creative thinking to make things work in the right way. Intercultural understanding are all examples of the capabilities of all the resources that have to be included in the education program of the royal flying doctor service in Australia. Branding can take several different forms, which are of high use and need to various royal flying doctor service across the globe (Skull, Krause, Dalton & Roberts, 1999). The appearance of a celebrity in advertisements in all flying doctor service or charity is all that is required for the organization to move forward. The most popular forms of celebrity brand lines that are currently known in the current world are those evidences in the brand strategy of the royal flying doctor service and all aspects of life in saving lives of many. In most cases, singers, models, and film stars are a brand in themselves and this is the reason as to why they can help the royal flying doctors to become a brand. People are more impressed by what has been endorsed by celebrities that what has been endorsed with unrecognized persons.

Detailed description of the royal flying doctor service of Australia

Giving vital health awareness to the Outback was the aim of Flying Doctor author, the Rev. John Flynn. Right around a century back he spearheaded the potential outcomes of airplane and radio interchanges to spare lives in the immense inland of Australia and fought to discover the individuals and the money related backing to make and manage his fantasy. Inside of the first year of operations, RFDs made many flight that were geared in saving lives thus, turning into the first extensive air emergency vehicle benefit on the planet. The administration persevered through some extremely extreme initial couple of years, managing after war in Australia that existed in the 1930s. Amid its initial couple of decades the administration depended intensely on group gathering pledges, volunteer backing and gifts. These days, the administration of RFDS is upheld by the Commonwealth, State and Territory Governments, yet depends intensely on gathering pledges and gifts from the group to buy and medicinally prepare its airplane, and to fund other significant capital activities. Until the 1960s the administration prevalently employed airplane, pilots and administration experts from builders in their services. It was dated that this was the point at which the RFDS went on to obtaining its own particular hardware and utilizing its own particular pilots and mechanics who could be used in the provision of services. The RFDS is made up of several legitimate substances that are incorporated into the national office, focal operations, and Queensland area, South Eastern Section of Australia and all the Western Operations that are done in Australia. The RFDS works in a unified structure and each of all involved substances work well under a board that is managed to the benefit of the sick and the service providers. The Flying Doctor works from many bases that are 21 in number, whereby five are wellbeing offices and 10 different offices (counting promoting, gathering pledges and advertising and also the national office) crosswise over Australia. The RFDS gives social insurance in three fundamental ways: running normal essential medicinal services centers with medical attendants and other associated health awareness suppliers; giving GPs prepared in the difficulties of remote solution and got to either through facilities or by telephone (remote conferences) and through crisis departures and patient exchanges.

Critical analysis applying relevant theory

Private label branding theory

Shockingly better than only adjusting to an expert brand situating, some private mark marks really mix positive value and great relationship into the private label branding that affiliates the retail brand that might not have all alone been successful. For a considerable length of time the private branding theory employed for use by RFDS has enabled it to buy the best experienced and extremely favorable recognitions in the range of client administration. The procurement and storewide sending of the private label brand helped RFDS to enhance its client administration levels, and at the same time enhance its general image observation in the face of Australian community. The private label brand has been of great use to RFDS in its operations where it was able to save a lot of live in Australian community.

Following the time when, the Royal Flying Doctor Service (RFDS) has tried to convey the best conceivable health awareness administrations to Australians living in provincial and remote regions. They used the private label branding to reliably look at the advancement in assembling benefits and enhancing wellbeing results to help guarantee that individuals are not restoratively hindered by where they live, work or travel in getting their services. With an expanding requirement RFDS administrations, development remains an essential figure to the manageability of the RFDS, SE Section. A major new improvement this year was the ‘multi-part’ inside flying machine setup, which is known to take into account a much more noteworthy adaptability of administrations, will both conveying quicker therapeutic backing over a wide range of human services and expansion of the life span of their airplane. RFDS are pleased to keep on enhancing medicinal services in the Outback, year by year; since, they accept that everybody ought to have equivalent access to social insurance, regardless of where they live.

Discussion of the current Branding strategies used by Royal Flying Doctor Service (RFDS) on brand management theory

The RFDS key marking methodology is a private mark that is likewise based around giving convenient, open and suitable health awareness to the whole Australia country and remote groups for the individuals who live, work or go there. RFDS work to guarantee that their administrations best meet the necessities of the groups they serve and routinely survey how they give every support of guarantee that they can meet an expanding need and enhance administration conveyance. Since administrations can extend from a crisis departure whenever of the day or night to giving normal medicinal services centers in remote areas, the vehicle stage utilized relies on upon a scope of elements very crucial to RFDS operations. These incorporate the clinical necessities of the administration, the patients’ and groups’ requirements and the need to give a safe operational environment to patients and staff. The vital arrangement likewise sets down the objective of the RFDS, SE Section turning into the favored supplier of aeromedical transport benefits in south eastern Australia. This objective means they must comprehend and be receptive to patient transport needs inside the more extensive wellbeing framework.

Derived branding strategy

The other key marking system is the inferred marking procedure that regardless of the critical number of studies tending to the derived brand augmentations, the greater part of them concentrate on full name brand expansions like on account of RFDS. Scholastics give careful consideration to different sorts of naming methodologies when propelling the derived brand augmentations as it is of high utilize and need to RFDS, similar to sub-marking or determined brand expansions the RFDS studies consider the sub-marking expansion system through the utilization of this hypothesis, RFDS anticipate accomplish an institutionalized settled wing aeromedical armada, conveying a typical patient experience over its segment through the use of the derived brand. Also RFDS is dead set in guaranteeing that as interest for their administrations develops, so does the quantity of future wellbeing proficient readied and accessible to meet the difficulties of giving remote medicinal services using the derived branding strategy. Thus, RFDS work nearly with various associations crosswise over Australia, incorporating colleges which have practical experience in country and remote prescription. RFDS is focused to accomplish associations to help convey incorporated administrations tending to unmet requests over all patients through the utilization of the determined marking methodology (Abeyratne, 2008). RFDS are determined living up to expectations with state and Commonwealth governments to build up a reasonable subsidizing model joining Commonwealth, state and benefactor reserves. Region and state government subsidizing backings RFDS essential health awareness facilities and aeromedical departures while state government financing additionally underpins the Rural Aerial Health Service, operations and dental administrations from Broken Hill Base (Hall, 2007). Incomplete financing for capital costs, for example, air ship originates from the Commonwealth and state governments while the Commonwealth Government likewise gives fractional subsidizing to structures. Gifts from the group are a fundamental piece of our financing model and contribute highly required trusts towards empowering wellbeing administrations, including the buy of flying machine, gear and operational base.

Doug Holt Theory of Iconic Brands

Douglas Hold is the person who brought the concept of how to build an Iconic brand as a powerful tool that champions the ideology that resonates well with marketing and the strategy of the royal flying doctor service. Since, people care about the important components of their identities, they would like to use brands in their everyday lives and those, which can save live like the flying doctor services. Doug Holt reasons that Iconic brands plays an important aspect in people’s lives and have strong, durable brand loyalty among millions of people; since the flying doctor service brand. According to Holt, the flying doctor service brands become better simply due to their ability to provide better marketing and branding strategies and mousetraps to their consumers. Moreover, Holt argues that Iconic brands are cultural innovators and this innovation is what keeps them moving to date. Despite every marketer dreaming of building Iconic brands, only a few of them like the royal flying doctor service are able to succeed by and become an established brand for centuries.

Muniz and O’Guinn’s theory of brand community

The two main theoretical concepts of Muniz and O’Guinn’s brand communities presented by evident managerial and practical implications that are used in the royal flying doctor strategic brand management and this is very crucial in making things work out as required in saving lives of many. This theory is very competent in drawing all the marketing strategy that have to be employed for use in the flying doctor service, management tactics of the service, and consumer behavior literature that is what is mainly focused on in ensuring that the attention of the consumers is captured by making them know that this is the best method of saving lives to those in critical conditions. However, the this theory have put high importance in understanding the mechanisms and dynamics of consumption in today’s postmodern era thus; they get to know the right strategy that has to be used in the royal flying doctors service and that which will capture the attention of consumers in their branding process. There has been a proposal on a typology of consumption practices, which go beyond utilitarian benefits and give high returns in business, according to Muniz and O’Guinn’s theory of brand community. They use the consuming as experience to play a good role in their industry where they are applicable as well as better integration so the services provided by the flying doctors are all classified to benefit the brand strategy and its clients. This creates a respective identity for them to be valued in the industry as well as in the market where people are in high need of them. The brand work to ensure that the royal flying doctor service is identified by the services they give to their customers and the product constellations that surround the whole strategy as this is all what is needed by the sick. This theory indicates that the breakdown of traditional forms of community is highly useful in what is called the coupling of the increased industrialization in this era where the sick are impressed by what they see more than what they hear about concerning the services offered by the flying doctors services. This symbolic consumption is very inevitable as it now leads to the emergence of new forms of community that are very much interested in the consumption of the flying doctor services brand in the market. Muniz and O’Guinn’s theory is conglomeration of an increasingly materialistic capitalist society due to the brand of royal flying doctors that is now released in the market to help the sick and the people in critical conditions.

Application of Holt theory

Holt theory is used as a social network that was applied in the Coles supermarket advertisements in Australia. The theory has been applied in the supermarkets on across all food production through adverts that makes people know more about the productions of the supermarket. High food varieties now produced in the supermarket that is very fast growing in Australia for having implemented the use of Holt theory on the side of social networking (Brown, McDonagh & Shultz, 2012). The supermarket has really grown through the advertisement that it has made through the use of Holts theory. This has led to the establishment of two substantial cherry growers inclusive of the raspberry growers who have consolidated and gone to Woolworths to sell their products (Cova, Pace & Park, 2007). Coles being one of the biggest retailer in Australia, had to employ the use of this theory in advertising its products to increase sales and returns thus improving its profits in the industry. Australia is the other country in the world has as large a percentage of its dry grocery market and this is the reason as to why through the use of this theory as a social network, the Coles supermarket were successful.

Application of Muniz theory

Muniz hypothesis can be connected in observational system drawn from memory duplicates of no doubt understood photographs seen in the daily papers and on TV, similar to the execution of a Saigon laborer by a gun shot through the head. At the point when drawings had started to adequately take after the photographic generations, Muniz captured them and acquired a silver-salt print of around 30 x 36cm. The Vietnamese young lady from Tran Bang running stripped along the street with her skin smoldered by napalm or the Chinese understudy in Tian A Main Square who restricted the administration’s tanks with his own body could have been helped by the flying specialists to get treated on a prompt impact (Hélène & Brace-Govan, 2007). Muniz went for confirming what hints of well-known photos stayed in the brain when they were not a single longer there in sight and they attempted to advise individuals to utilize the regal flying specialist benefits as they can be of extraordinary use in times of mishap event and when prescription is immediately required in Australia. These are all pictures that have so moved general feeling as to be urged the aggregate memory as they contemplate on the administrations that are offered by the flying specialist brand. With a specific end goal to make the subject much more conspicuous, amid the printing procedure Muniz utilized the same halftone that we normally see in daily papers with a wide flow and this gave an impression of how the brand of imperial flying specialist administration was exceptionally valuable.

Comparing the effectiveness of two theories

Muniz and O’ Guinn discovered proof of the royal doctor service brand group in both up close, personal and the thing that they have been in utilizing as a part of making their brands work out for the hood and for the purpose of their clients to get medication immediately. This has been clear in many interceded situations and this is the place these two speculations have been proven to be effective as they advertise the royal flying doctor branding service very effectively (Cova, Pace & Park, 2007). They have been very valuable to the royal flying doctors brand that they have shown signs of utilizing them through the use of a right strategy to prove that they are effective. Their ethnographic study distinguished that their vicinity, making it a reason concerning why the three customary markers of group where these speculations are pertinent and presently extremely helpful to the royal flying doctor service brand that is utilizing the two hypotheses as a part of dominating the industry. Inside the royal flying doctor service brand group, the two theories are extremely effective and this is the reason regarding why they are comparable in meta-examination recognized gatherings of practice. This has made the two hypotheses that are all that much appropriate in marking the royal flying doctor services that are exceptionally clear in the two speculations (Fulton, Furman & Finlay, 2014).

Taking advantage of the capabilities of both services of royal flying doctors brand and society needs is another method that has made the two theories to be effective. The Theories have made several companies using social networking sites to support the creation and development of the royal flying doctor service brand, thus proving to be effective for use in Australia. Brands such as Jeep with famous royal flying doctor service brand tries to connect with their clients and enhance their branding services on such social networking sites as My Space and Facebook thus making the royal flying doctor service to be more effective (Christ & Anderson, 2011). However, despite research on royal flying doctor service brand, especially the new phenomenon of social media based on royal doctor service brand, thus making the Muniz and O’ Guinn theories to be more effective. Since the royal flying doctor service brand is becoming more important and prevalent, it’s then proving to be more effective, though he two theories as they make more insights about it (Bulmer & Buchanan-Oliver, 2010).

Because of the quick development of online networking and the inspiration of the royal fling doctor brand proprietors, they have decided to take an interest in online networking, the theories and motivation to ensure people use their services. The theories have been out to investigate if there the strategy employed for use has been to investigate whether brand groups in light of social networking have constructive outcomes. This should be on the principle group components and on group esteem creation rehearses, and on brand faithfulness as this will increase the effectiveness of their working (Leight, Chan & Krasnodebska, 2011).

The preferred theory

The Holts theory can provide a better fit for the royal flying doctor service brand; since, its objective is to first build up a neurological system of connections between brand group markers and esteemed creation practices, brand trust, and brand devotion. The theory also tests the system and speculations quantitatively by assessing a basic comparison of the model utilizing study information, example, and online networking site clients. It also creates and accept new scales to gauge some group related builds, like the shared cognizance, customs, conventions and commitments to society, through are very helpful in leading future overview based brand group studies in Australia (O’Connor, 2014). The Holts theory works on all the upsides of social networking with interfacing organizations to ensure straightforwardly, in an opportune way and requiring little to no effort, in impacting client recognitions; hence the best to fit for an overall royal flying doctor service brand. The royal flying doctor service conducts and unifies all diverse similarities and interested individuals that are very reputable in distinctive commercial enterprises. The other side of the theory is much more elevated on the amount an interest in social networking sites will take shield whereby, most of customers are found in order to be successful through this theory (Shaw, 2007). The use of this theory is more significant as compared to the other theories because most of commercial enterprises attempt to get advantage from social networking as they can be utilized to create a methodology and in acknowledging their brands in dealing with others’ method or tail others’ headings that prove to be competitive in the Australian branding industry.

Recommendations

I would recommend for the use of Holts theory as it more effective in branding as compared to other types of theories. The Royal flying doctors should select one of the high profile celebrities and use him or her as the brand manager to help create a good reputation for the organization. Holt’s theory would enable the royal flying doctors to have a wide social network that would ensue that people know their offers, eventually making it a brand.

Conclusion

Muniz and O’Guinn’s theories are very effective; since, discovered proof of brand groups in both up close, personal and that is the thing that they have been in utilizing as a part of making their brands work out for the hood for the purpose of their clients. This has been clear in many interceded situations and this is the place these two speculations have been proven to be effective. They have very valuable to the brands that they were utilized and this is a strategy to prove that they are effective. The Holts theory works on all the upsides of social networking with interfacing organizations to end-buyers straightforwardly, in an opportune way and requiring little to no effort, in impacting client recognitions; hence the best to fit for an overall brand.

References

Abeyratne, R. (2008). The fear of flying and air rage–some legal issues. Journal of Transportation Security, 1(1), 45-66

Brown, S., McDonagh, P., & Shultz, C. (2012). Dark marketing: Ghost in the machine or skeleton in the cupboard? European Business Review, 24(3), 196-215

Bulmer, S., & Buchanan-Oliver, M. (2010). Experiences of brands and national identity. Australasian Marketing Journal, 18(4), 199-205

Christ, P., & Anderson, R. (2011). The impact of technology on evolving roles of salespeople. Journal of Historical Research in Marketing, 3(2), 173-193

Cova, B., Pace, S., & Park, D. J. (2007). Global brand communities across borders: The warhammer case. International Marketing Review, 24(3), 313-329

Fulton, D., Furman, D., & Finlay, N. (2014). A longitudinal study of the middle class: Growth, size and marketing strategies. Research in Business and Economics Journal, 10, 1-20

Hall, S. (2007). Flying squad. Occupational Health, 59(9), 17-18

Hélène, d. B., & Brace-Govan, J. (2007). We do not live to buy. The International Journal of Sociology and Social Policy, 27(5), 193-207

Leight, N., Chan, R., & Krasnodebska, M. (2011). PDiN quarterly – trends in public diplomacy: June, july and august 2011. Place Branding and Public Diplomacy, 7(4), 299-315

O’Connor, J. P. (2014). “For a colleen’s complexion”: Soap and the politicization of a brand personality, 1888-1916. Journal of Historical Research in Marketing, 6(1), 29-55

Shaw, D. (2007). Consumer voters in imagined communities. The International Journal of Sociology and Social Policy, 27(3), 135-150

Skull, S. A., Krause, V., Dalton, C. B., & Roberts, L. A. (1999). A retrospective search for lyssavirus in humans in the northern territory. Australian and New Zealand Journal of Public Health, 23(3), 305-308

Tan, Amy C W,B.Pharm, PhD., Emmerton, Lynne M, BPharm,PhD., M.P.S., & Hattingh, H. L. (2013). Prescribing and medication-initiation roles based on the perspectives of rural healthcare providers in a study community in Queensland. Australian Health Review, 37(2), 1-7

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E-marketing Essay Paper Available Here

E-marketing

Order Instructions:

1. What is disintermediation? Give an example.
2. What is multichannel marketing? Give an example. How does omni-channel marketing
differ from multichannel marketing? As a consumer, do you value omni-channel
marketing? Why so/not? As an e-marketer, what are the key challenges you might face
when implementing omni-channel marketing strategy?

SAMPLE ANSWER

E-marketing

Disintermediation refers to a process where the supply chain for example consumers are given a direct access to entities at another stage of the supply chain simply by elimination of the need for intermediate entities like retailers within the access.it can also means the elimination of the all stages of the supply chain (Scott E. Sampson, 2001).

Examples of disintermediation include Dell and Apple companies who sell their products directly to the consumers.

Multi-channel marketing refers to a process of launching and creating the same campaigns in a multiple marketing communication channels. Multi-channel marketing is a straight forward way of recycling of similar content across all the channels.in a multi-channel the marketers are able to share information across all the mediums where various people cannot be connected to you.

Difference between Omni-channel and multi-channel

Multi-channel refers to the merging of business operation in such a way that ensures the customers carryout transactions through numerous connected channels. Such channels include online stores, mobile app stores, telephone sales and any other transacting methods with customers. The marketers operating across the multiple channels wish to put the same message to every customer in order to avoid confusing and alienating the customers.

On the other hand, Omni-channel is the evolution of multi-channel. However, Omni-channel concentrates on a seamless method of approach to consumer experience via all the shopping channels available. Such channels include computers, televisions, direct mail, mobile internet devices, radio and catalogue. For any company to be Omni-channel it should ensure proper planning, execution, measurement and optimization its efforts via each client touchpoint. The company will have to think about the best strategic approach to the selling and also servicing of the clients no matter the type of channel they consider to use (A WINTERBERRY GROUP WHITE PAPER, 2013).

As an e-marketer Omni channel is the best approach to marketing process. This is simply because Omni-channel marketing involves integration of the basic components of marketing communication such as branding, cadence and offer which serves to present identity to the new customers. Omni-channel marketing helps to promote development of customer-centered approach to promotion. Such approach is driven by the need to identify and have engagement with the true ideal customers. Omni channel promotes rethinking and reorientation of infrastructure, strategy and the allocation of various resources and this dictates how the brand will activate their media (Andrew Solmssen, 2012).

The challenges associated with Omni-channel marketing includes.

The organizations willing to use Omni-channel marketing will have to guard itself against business-as-usual disruption requirement. The organization should ensure that it does not lose both the medium and short-term competitive ground as it pursues the objectives that will provide the platform for a long-term success.

The organization faces the challenge of capturing and identifying opportunities for quick wins it should reinforce its support and buy-in from the broader spectrum of the organizational stakeholders.

Another challenge is that the organization should guard itself against poor decision making. The organization will be required to evaluate its strategies constantly to ensure that there is agreement with the customer best interests and the business strategy. The Omni channel marketing requires alleviation of the data governance to high strategic priority.

Work cited

A WINTERBERRY GROUP WHITE PAPER. (2013). Taking Cues From the Customer: “Omnichannel” and the Drive For Audience Engagement. Taking Cues From the Customer:.

Andrew Solmssen. (2012). Omni-Channel marketing:Your next challenge. Omni-Channel marketing:Your next challenge. https://www.clickz.com/omni-channel-marketing-your-next-challenge/44099/

Scott E. Sampson, S. E. (2001). The Impact of Disintermediation in Retail Supply Chains. Orlando Fl.: Brigham Young University.

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Antitrust Practices and Market Power

Research authoritative articles using the news and the DeVry Online Library (http://library.devry.edu) for a recent case of antitrust investigation. You are
free to choose a case from any industry and any part of the world. Based on the case you have selected, answer the following questions.
1. Why was/were the firm(s) investigated for antitrust behavior?
2. Identify some of the costs (pecuniary and nonpecuniary) associated with the antitrust behavior (firms having power in the market). Additionally, note the specific antitrust act (Sherman Act, Clayton Act, etc.) under which the violation was investigated.
3. Given your research and findings, are monopolies and oligopolies (firms demonstrating power) always bad for society? Be sure to provide real world
examples of where this may be the case to strengthen your position.
4. Provide at least one example of a case where having a monopoly or oligopoly may actually benefit the society.
Based on your findings to the questions listed above, write a report with a minimum of 300 words in essay format in APA style (use the APA template in Doc
Sharing), using correct economic terms covered in the discussions. If you ONLY write 300 words, you probably won?t be able to fully answer the questions.
Key concepts to include in your paper include the following.

Monopoly Market Structure’
Oligopoly Market Structure
Barriers to Entry Into the Market
Natural Monopoly
Government Monopoly
Downward Sloping Demand Curve
Economies of Scale
Price Fixing
Collusion
Monopoly Pricing
Price Maker
Market Power
Economic Profits
Imperfect Competition
Rent-Seeking Behavior
X-Inefficiency
Deadweight Loss to Society
Marginal Cost
Marginal Revenue
Antitrust

You must use at minimum at least one article from the DeVry Online Library. Note: Although your textbook is a good source of knowledge, it is NOT an article and cannot be the only source for the assignment. Cite all your references in APA format. You can use the Citations & Bibliography function of Microsoft Word, which is found under the References tab.
1. Write your individual answers to the questions listed above together not each minimum 300 words in essay format in APA style [use APA template in Doc
Sharing], using correct economic terms covered in the discussions. If you ONLY write 300 words, you probably won?t be able to fully answer the questions.
2. Some key concepts to include in your paper – Monopoly Market Structure, Characteristics of Pure Monopoly, Barriers to Entry into the market, Natural
Monopoly, Government Monopoly, Downward Sloping Demand Curve, Economies of Scale, Monopoly Pricing, Price Maker, Market Power, Economic Profits, Imperfect Competition, Rent Seeking Behavior, X-inefficiency, Deadweight Loss to Society, Marginal Cost, Marginal Revenue, Antitrust, Bundling.
You must use at least one article. Note: The textbook is not an article and cannot be the ONLY source for the assignments. Use the DeVry Library as a
resource for finding your references.

Title page or name on paper
Introduction paragraph
Body of paper paragraph(s) with in-text citations provided for sources used
Conclusion paragraph
Reference(s)

SAMPLE OF APA template to be use is below:

Title page
Title of the paper
Name of the author
Email Address
Content

Price Controls

I do not support gas price controls, or more specifically, price ceilings on gasoline because they do not help the economy in the long run. The laws of
supply and demand dictate that the market itself should be the determining factor of prices, which change with the supply and demand of specific goods in the market. A couple factors such as the negative effects on the Law of Supply, and the hidden costs to customers make price ceilings an unpopular choice for most economies.

Within the Law of Supply, certain determinants are affected when price controls are imposed. Although it may not be apparent in the short-run, price ceilings
will limit the number of producers entering the market due to the increased difficulty of making a profit because of the prices imposed on their goods. In addition to limiting the number of producers, price ceilings reduce the need to be competitive, which leaves companies little incentive to increase
efficiency and innovative initiatives in the way they produce and procure their products to lower the prices themselves.

Price Ceiling on Oil
In the past, such as the price ceiling on oil during the 1970?s in the United States, price controls created disequilibrium between supply and demand which
resulted in a shortage of gasoline during that time. This meant that those that were willing and able to purchase gas could not do so. With the intent on
keeping prices down, customers often pay hidden costs that are not related to prices (Ellig, 2003). Long waits in line, increased stress through competitive
acquisition of the limited goods, and the inability to purchase those goods regardless of financial standing takes its own toll on the economy.

Conclusion
History has already showed us the results of price controls in the market. Although the long-term effects may not be apparent, such as companies shutting down because of its inability to maintain the controlled prices and the unemployment that follow it is real. Artificially changing the laws of supply and
demand and the additional non-monetary costs to the customers can lead to a bigger problem than just higher gas prices. The market should be allowed to
pursue it?s equilibrium without any interference.

Bibliography/References
[Type references alphabetically; format APA]
Last Name, First Initial. Middle Initial. (year). Name of article in sentence case: If there is a subtitle, it should also be in sentence case. Name of
Journal in Title Case, volume(issue), first page-last page. Retrieved Month Day, Year, from name of database (if applicable) and specific URL.
Ellig, Jerry (2003, January 28). Competition and Effects of Price Control. Retrieved May 2,
2016, from Federal Trade Commission Web site: http://www.ftc.

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Numi Organic Tea Marketing Team

Numi Organic Tea Marketing Team Order Instructions: I will be including a rubric instruction page, a website address of the video to be watched and the resource template that the paper would be written on.

Numi Organic Tea Marketing Team Sample Answer

Their customer is a female tea lover, trained at the college level.

The Numi marketing team figured out that the Numi Organic Tea identifies potential customers through what the customers want from the product and discovered that the customers were looking for organic, fair-trade and premium quality tea (Lamb et al., 2012).

2.
Numi Organic Tea is anchored on the principle that enhances the creation of healthful products that nurtures people, and that gives honor to the planet. They aim at promoting a healthy and a growing global community while supplying to consumers the purest and best-tasting organic tea. These are organic substances that are certified by USDA. In addition, they contain one hundred percent herbs, flowers, fruits, and spices without artificial fragrances or flavorings (Forster, 2013).
Numi Organic Tea utilizes certified ingredients and applies certified Fair Labor Practices. Numi Organic Tea’s good practices include eco-responsible packaging and use of tea bags. They also work together with green partners on the reduction of carbon emissions. They utilize solar energy and buy renewable energy credits to reduce emissions from the supply chain. They also desist from using shrink-wrap in production. Their packaging materials consist of eighty-five percent post-consumer waste, as well as soy-based inks and the tea bags, are biodegradable filter papers. Their products include loose leaf, tea bags as well as iced and flowering teas (Forster, 2013).

3) B.

Demographic Segmentation which involves separating the market into several groups on the basis of certain variables such as education, religion, generation family lifecycle, Age, Gender, Income, occupation, nationality and social class.

4) C, Benefit segmentation)

5) A, Family life cycle

6) D, Gender

7) C, Product differentiation

8) A

Undifferentiated Marketing. This is a strategy for market coverage in which a firm may decide to ignore market differences then pursue the whole market in one offer. Focus on what is common as opposed to what is different and rely on what is mass distribution, mass advertising and aims at giving a superior image in the consumers mind.

9) B, False

10) A, True

Numi Organic Tea Marketing Team References

Lamb, C. W., Hair, J. F., & McDaniel, C. (2012). MKTG5. Mason, OH: South-Western, Cengage.

Forster, A. (2013) Sustainability: Best Practices in the Food Industry UW-L Journal of Undergraduate Research XVI http://www.uwlax.edu/urc/JUR-online/PDF/2013/Forster.Alexandra.Marketing.pdf

Consumer Behaviour of a Product Target Market

Consumer Behaviour of a Product Target Market Read the following carefully:
The aim of this project is to identify the buying behaviour of a product’s target market.

There are two parts to the project:
Assignment 1 involves conducting an in-depth interview and analysing the answers and comparing them to the evidence in the literature. You will be applying
concepts from Topics 1 to 4.
Assignment 2 involves using the information gained from Assignment 1 and the concepts from Topics 1 to 9 to analyse the internal and external influences on a
consumer?s decision making process and the implications to marketing.
You should focus on a specific product and specific buying situation. Choose these carefully ? again to afford you scope to really demonstrate your knowledge
and application of unit concepts.
Other points to note:
The assignments are in report format. Report format means using an executive summary, introduction, conclusion and referencing which, in this case, will be
outside the word count.
Because of the nature of these assignments, it is difficult to be prescriptive about the number of references required.
Failure to reference appropriately will result in loss of marks.
The marking guides for both assignments will be posted onto MySCU.

Retail Marketing Plan Topshop enter to Argentina

Retail Marketing Plan Topshop enter to Argentina Please write the proposal by using file “CW2”, that is the whole framework of the paper.

Please put any framework, model like a pestle, 7ps, porter five
forces in the appendix. This is the required from the tutor. File “Grademark M019 CW2” is the grademark of this paper.

Retail Marketing Plan Topshop enter to Argentina Referencing Requirements

www.campaignlive.co.uk – Campaign , the leading weekly UK magazine for the advertising and commercial media industry.
www.cim.co.uk/home.aspx – The Chartered Institute of Marketing presents news, analysis, case studies, links and other valuable resources for marketers.
www.managementtoday.co.uk – Management Today reputed to have ‘ one of the most diverse, senior and well-informed readerships of any business title… ‘
www.themarketer.co.uk – The Marketer, published by the Chartered Institute of Marketing, with how-to articles, marketer interviews, case studies and more.
www.marketingweek.co.uk/ – MarketingWeek – news and analysis of developments around the U.K. and Europe.
www.marketingscience.info/ – From the Ehrenberg-Bass Institute for Marketing Science at the University of South Australia, articles about marketing research.
www.statistics.gov.uk – Consumer and business market statistics the UK.
www.bbc.co.uk – Consumer and business market statistics the UK.
www.theintegratedretailer.com- Consumer and retail market statistics.

Importance of E marketing and Price Transparency

Importance of E marketing and Price Transparency Order Instructions: Discussion Questions
1. What is price transparency and why is it an important concept for e-marketers to understand?

2. How does fixed pricing differ from dynamic pricing?
3.Define bundle pricing and explain why/when e-marketers should consider bundle ?pricing.

Importance of E marketing and Price Transparency Sample Answer

E marketing

The concept of e marketing has gained root due to advancement of technology in businesses. Nowadays, businesses use internet as one of their strategies to market their products and services to the customers. The issue of pricing is very important in e marketing. Therefore, the author deliberates on various concepts relating to pricing in e marketing.

Price transparency is one of the important e-marketing concepts that e-marketers need to understand. Price transparency is when all the parties taking part in a transaction- the buyer and the seller know the pricing of the services or the products under sell (Butcher, 2014). It means that the buyer of stocks is aware of the costs of products or services and their quantities. Price transparency is important in e marketing as one of the strategies to attract customers to buy ones products (Soh, Markus & Kim Huat, 2006). Buyers are sensitive to price and they will look out for the products and services that they are able to buy. Therefore, e-marketers should be very sensitive with the prices they provide on the internet platform as it motivates or persuades customers to buy advertised products or services.

Furthermore, price transparency protects both the sellers and the buyers from unfair or questionable prices of the products or services. Buyers can also understand how the prices work and be in a position to access the real value of the products they buy. Therefore, displaying prices avoids instances of unfairness or unnecessary increases of prices at the stores. The customer walks in a store with enough knowledge on the price of the products. Price transparency is also important for e-marketers to be in a position to compete favorable. Customers nowadays compare prices of products and services from various sellers before making decision to buy. For instance, if the prices are available, the customer will be in a position to make decisive decisions on the best location or store to buy particular products. In addition, sellers can compare the prices of their competitors and adopt suitable strategies to counter the competition through other methods such as improving on quality and providing after sale services hence gaining a competitive edge in the market.

Fixed and dynamic pricing are types of pricing that belong to basic pricing strategies commonly used by businesses. The two types of pricing have variations. Fixed pricing is a constant price charged on product and services (Hong, 2012). Therefore, there is no bargaining or negotiations on reduction of the fee regardless of the time or the resources used. Example of fixed pricing is where the government sets prices of certain products such as fuel at certain level and nobody is expected to alter the charges. On the other hand, dynamic pricing also known and time based pricing varies by the season or the time of the day (Şen, 2013). The price is not statistics as there is room for the customer to bargain and negotiate. Example of such pricing is electricity charges whereby it may be charged depending on the hours of the day. Other examples include tourism services that change with seasons among many others.

Bundling pricing is also another important concept of pricing that e-marketers need to understand. This is a concept where products or services are placed in a single package and sold at lower price compared to when such products or services would be sold separately; the more the products, the less the price (Hong, 2012). Bundled price is one of the marketing methods that retailers employ to sell their products in higher supply. E-marketers as well should consider selling their products and services at bundled prices when consumers buy their supplies in large quantities. This is important because, it will attract more customers and the business will be in a position to make more profits as the amount of products that will be sold will be higher. The level of profitability will increase quickly even though the price is low because of the huge number of customers. It also reduces errors and simplifies production.

Importance of E marketing and Price Transparency References list

Butcher, L 2014, ‘Price transparency (its time has come)’, H&HN Hospitals & Health Networks, Vol. 88 no. 6, p. 32.

Hong S 2012, ‘ Smart Pricing Strategies for Services’, SERI Quarterly, Vol. 5 no. 4, pp. 100- 105.

Şen, A 2013, ‘ A comparison of fixed and dynamic pricing policies in revenue management’, In Omega, 41(3):586-597

Soh, C, Markus, M, & Kim Huat G 2006, ‘Electronic marketplaces and price transparency: strategy, information technology, and success’, MIS Quarterly, Vol. 30 no. 3, pp. 705- 723.

Competition in Service Marketing Discussion

Competition in Service Marketing Discussion Order Instructions: 2 page assessment due for discussion: Select a service industry from theme parks, banks, and airlines.

What types of market research would you use to explore customers perceptions of the service and why?

Competition in Service Marketing Discussion Sample Answer

Service Marketing

Competition in service industry has gained momentum over the years a situation that has prompted many service industries to adopt appropriate strategies to have a competitive edge. In this wave of competition, it has also become prudent to conduct a market research to understand the perception of customers about services they offer (Skalen, 2009). The paper therefore, deliberates on the types of market research to employ to explore customer perceptions of the services the bank offers and reasons of selecting these kinds of market research.

The two type of market survey appropriate for the bank is secondary and primary research. Secondary research enables the company to analyze information already gathered for other purpose (Bradley, 2010). The bank provides a range of services such as money transfers, deposits, withdrawal, and loan facilities among many others. The bank can use information from other agencies such as Consumers watchdog bodies to get data on the level of income of the customers and the use of bank facilities among the customers to understand the dynamics in the banking industry. This information is very important as it allows the bank to find insights on the customer trends and the general market conditions. For instance, the bank can have an insight on how customers perceive their services in relation to other related services provided by other agencies or institutions.

Primary research is the most recommended type of research that the bank can use to gain a deeper understanding about the perception of customers on the service they provide (Bradley, 2010). Primary research is the gathering of new information/data to meet specific needs (Bradley, 2010). The bank can use either qualitative or quantitative design in evaluating the perception of customers. Quantitative allows collection of numerical information that is analyzed statistically through surveys. Using surveys is cost effective method (Duguleană & Nicolae, 2013). It takes less time to complete as excellent information is gathered if the questions are constructed well.

Qualitative research as well is appropriate method to collect descriptive information. The bank can use open-ended interviews and focus groups to gather this information about customer perception (Bradley, 2010). Using open-ended questions will allow the bank to collect a lot of information on the perception of customers. The bank can gain insights on what the target customers think about the service they provide hence enable them to make adjustments to attract them. Through open-ended interviews, the bank as well can know the trends, likes, dislikes, and emotional motivators of the target customers (Skalen, 2009). Focus groups on the other hand include interviewing people in small groups of betweens six to 12 people. These sessions may last up to four hours. Even though they may be expensive form of market research because they require trained professionals, they provide valuable information on the perception of the services that the bank may be providing.

Using the above methods will require the bank to reach to its customers in various branches and present the questions. The bank should adopt the methods that is appropriate and which they are able to meet the costs. The other consideration when using the method is the urgency or the time it would take to complete the research among many other reasons. Whichever the method selected, the bank will be in a position to understand the perception of its customers towards its services. This will enable the bank to adopt suitable strategies to ensure that it remains competitive in the market.

Competition in Service Marketing Discussion Reference list

Bradley, N 2010, Marketing Research. Tools and Techniques. Oxford University Press, Oxford.

Duguleană, L., & Nicolae, C 2013, ‘Quantitative marketing research on behavior of the small and medium companies on financial advisory services’, Bulletin of the Transilvania University of Brasov. Series V: Economic Sciences, Vol. 6 no. 2, pp. 25-30.

Skalen, P 2009, ‘Service marketing and subjectivity: the shaping of customer-oriented employees’, Journal of Marketing Management, Vol. 25 no. 7/8, pp. 795-809.

Global Marketplace and Business Ethics Essay

Global Marketplace and Business Ethics Essay Order Instructions: Note: To prepare for this essay please read the required articles that are attached.

I need an essay in the following subject:
As the number of countries that are viable players in the global marketplace continues to rise, an inevitable clash of cultural norms and standards has occurred. What is acceptable—even praised—in one country may be very offensive in another. Those conducting international business have realized the importance of becoming familiar with the cultures of those with whom they will associate. It becomes more problematic when the behaviors that differ are based on ethical standards and beliefs.

In the Michaelson (2010) article in the attached file, the author recalls asking a group of business executives from major U.S.-based multinationals ‘whether a change in the economic balance of power [from developed to emerging markets] might portend a change in ethical influence’.
For this assignment, you will evaluate the changing dynamics of global business. You will also critically assess the process of establishing ethical standards to avoid corruption and support corporate social responsibility when doing business in emerging markets.

To prepare for this Assignment:

•Read the Michaelson article in the attached file.

•Consider the changing dynamics of global business.

•Supplement your observations with some original secondary-sourced references drawn from the University of Liverpool online library or other reliable sources.

To complete this Assignment:

•In approximately 1100 words, complete the following:

evaluate the changing dynamics of global business from developed to developing nations. Consider the impact changes have had on ethical standards.

critically assess the process of establishing ethical standards to avoid corruption and support corporate social responsibility when doing business in emerging markets.

oProvide a properly formatted references list.

In formulating your analyses, consider the following questions:

oWhen moral business conduct standards conflict across borders, whose standards should prevail?’ (Michaelson, 2010): how would you respond if this question was posed to you?

of you were a leader in an organization that operates both in developed and emerging markets, how could you create and maintain personal and organizational standards of business practice that are both ethical and moral?

Also,

1)The answer must raise appropriate critical questions.

2)Do include all your references, as per the Harvard Referencing System,

3)Please don’t use Wikipedia web site.

4)I need examples from peer-reviewed articles or researches.

5)Turnitin.com copy percentage must be 10% or less.

Note: To prepare for this essay please read the required articles that are attached

Appreciate every single moment you spend in writing my paper

Global Marketplace and Business Ethics Essay Sample Answer

Global Business Ethics Essay

The question of global ethics and standards has affected global business to a great extent. Another gritty issue faced by the players in the global market place is the diversity of cultures, norms, and beliefs which are currently pushing the business world to states of inevitable clashes. These clashes have led to analysts and scholars asking the fundamental question: When moral business ethics conflict across the borders, whose standards should be upheld? (Michaelson 2010)This is a question about the global ethics and which between the home cultures or the existing society culture norms should prevail. This is a factor which has affected many multi-national companies across the world and which will need a defined platform to check their operations. The guidelines are the global business ethics which affect their world-wide business operations.

Ethics detail what is regarded as right or wrong in any given society (Michaelson 2010). In the global business world, global ethics define how multi-national companies interact with the societies and governance in the set-ups in which they operate. However, it is not clear on how ethical to behave as desired when there is various cultures involved together with the different levels of development of the countries or societies involved (Hsieh 2009). There bound to develop problems and clashes when all the divergent cultures are involved. Although it will not be right to base global business ethics on the economic advancement of different nations, it is a major factor towards drawing the basics of global ethics and norms. The interaction between the activities of the organizations and the societal norms and beliefs together with the responsibility of the organization to the advancement of the society help define how organizations are to operate (Jacques 2009). How multi-national companies are to operate especially in the less developed nations has become a matter of discussion which has brought about topics including impact or damage to the environment, poor products’ quality in the new nations and mistreatment of workers. To be able to define the global ethical rules, different factors have to be considered; for instance, what may appears to be right in one country such the gift-giving culture in Japan, was taken as bribe-giving in the European Nations thus a clash in their values. Another case would be in a case companies in developed nations set up bases in less developed nations that are devoid of strict environmental and health regulations or lack employment rules to define who is hired by these companies, whose standards will be considered (Jacques 2009). Global ethical conduct though philosophical tries to give an insight on how executives will try to deal with such challenges facing their organizations in the foreign settings.

There is the need to develop ethical standards and definitions that will check the operations of companies in different foreign settings so as to check societal norms such corruption and ensure that they support corporate social responsibility when conducting business in the emerging markets. To be able to come up with these standards various factors come forth. There is the rule of culture relativism which observes that one will behave as the locals of a particular culture behave, that is: when in Rome do as the Romans do (Kobrin 2009). According to this philosophy, no cultural ethics have better definitions than others and no rights or wrongs which hold globally. For instance, if the people of a certain nation condone bribery or insider-trading in their business processes, there are no international laws which will judge their actions wrong ethically. Relativism though has dare consequences to both the environment and the individuals involved. For instance, the foreigners will forfeit business opportunities if they don’t buy into the actions of the locals. This can lead to disastrous effects to the environment and also harm the society. For instance; the actions of Nigerian authorities to provide industrial wastes’ dumping sites pharmaceutical companies in Europe led to serious degradation of the environment and disastrous health hazards to locals in the areas (Kobrin 2009). For multi-nationals to act ethically in such cultures, they need to find a balance between their actions and their effect to the environment and violation of vital human rights.

On the opposite side of relativism is absolutism which argues that the cultural values of the home nation will always be applied everywhere as everywhere is home. This philosophy urges the companies from the home developed nations to implement the same actions in the host foreign nations as they do in their countries. It does not consider the existing cultural values which the natives of the host nations observe. This is bound to bring about conflicts between the native culture values and the new culture being brought in. Absolutism is based more on a single lists of rights with the wrongs emerging being analyzed using the same criterion everywhere around the world regardless of the traditional culture and beliefs (Michaelson 2010). With such analysis of the cultural conflicts arising, absolutism is bound to bring about serious conflicts with the existing cultural values. For instance, an American company brought a course on sexual harassment at its facility in Saudi Arabia which to the natives was offensive based on the strict conventions that govern relationships in their culture (Kobrin 2009).

Considering the fact that the two extremes of ethics; absolutism and relativism are not sufficient to help generate adequate code of ethics applicable worldwide, a compromise need to be found which will create a workable atmosphere and allow multinational companies cope with the cultures of the emerging markets (Hsieh 2009). This now brings about the cosmopolitanism which derives a common moral ground on which all actions of organizations should be based. The cosmopolitan culture tries to shape ethical behavior of companies by considering the core human values, the traditional culture and at the same time taking into consideration the context in which a company or individual is to be judged right or wrong.

Corporate Social Responsibility is a fundamental ethical structure which governs the global business in the diversified cultural settings and tries to bridge the gap between the cultures and values (Hsieh 2009). International organizations should be responsible in the way they handle business all over the world as on top of the cultures that control their operations, there exist international procedures such as the labor laws and transparency laws which check on corruption. Multinational companies should therefore establish the corporate code of ethics which are globally acceptable and integrate the local values and observe the core human values of the right to favorable working conditions and economic improvement. With the corporate code of ethics, it will be possible to eliminate discrimination and enable working towards improving the economies of the emerging markets without cultural clashes and core human values being violated (Michaelson 2010).

Global Marketplace and Business Ethics Essay References

Hsieh, N. “Does Global Business Have a Responsibility to Promote Just Institutions?” Business Ethics Quarterly 19, 2009: 251-273.

Jacques, M. When China Rules the World: The End of the Western World and the Birth of a New Global Order. New York : Penguin, 2009.

Kobrin, S. J. “Private Political Authority and Public Responsibility: Transnational Politics, Transnational Firms, and Human Rights.” Business Ethics Quarterly 19, 2009: 349-374.

Michaelson, Christopher. “Revisiting the Global Business Ethics Question.” Business Ethics Quarterly, 2010: 237-251.