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The Marketing Mix
A classic solution
In today’s rapidly changing business world, managers are repeatedly faced with a series of problems requiring a range of solutions. Although everyday problems are...
Sponsorship and the marketing mix
Vodafone is the world’s largest mobile telecommunications community, employing over 65,000 staff and with over 130 million customers. The business operates in 26 countries...
Launching a new product into a developed market
Established markets generate intense competition during which new and innovative marketing strategies are required and new and existing products are developed.
As a market develops,...
Infinite affinity
Bank of Scotland has a long and distinguished history. Established by an Act of the Scottish Parliament in 1695, it is the UK’s oldest...
Growing a business by developing products and markets
A business that grows is often better placed to meet its customers' needs. Growth can also help a business to stay ahead of its...
Product development innovation and the product life cycle
Profitable and innovative commercial businesses are ones which provide customers with exactly what they need and want. Portakabin is an example of such a business. Portakabin has been...
Pricing the product
Pricing is one of the most important decisions made by any business organisation. Economists use the term market clearing price to identify a price...
Positioning the brand
Few organisations operate in a static environment. As we move toward the last years of the 20th century, the pace of change in Markets...
Rebranding a corporate image
When Will Kellogg accidentally invented a new breakfast food in Battle Creek, Michigan in 1894, he did not realise that he was on the...
Innovation in infant nutrition
In the modern world, many consumers have opportunities to buy and use an ever-increasing range of goods and services. Firms continually develop new products...
Leading a revolution in banking
Changes in society, markets and economies have intensified the need for most organisations to be more and more innovative with the products that they...
Meeting customers needs
Travis Perkins plc is one of the leading UK building and plumbing merchants. The company operates using a number of different brand names. These...
Using new product development to grow a brand
Kellogg’s and the marketing mix
With annual sales of more than £4.5 billion, Kellogg’s is the world’s leading producer of cereal products and convenience foods,...
Re-focussing a company’s culture and marketing mix
Changing the culture at Argos
A company's culture is based on the values and beliefs that are shared across the organisation. It is challenging yet...
Meeting customers’ needs in growth – markets online gaming
Development of broadband markets
Companies like BT that build communication networks must also develop their markets in order to earn a return on their investment....
Creating the right marketing mix
Marketing involves finding out what your customers want and then meeting their requirements. To satisfy its customers, a business must create a successful mix...
Entering a new market with a new product
Decision-makers within organisations need to look into the future. As they do so, their thinking should focus on their customers. These should include existing...
Using the marketing mix in the fashion industry
Ben Sherman is a globally recognised lifestyle brand. It has grown from its business beginnings in quality shirts in Brighton in 1963 and is...