Title: Project Draft

Name:

Course:

Tutor:

Date:

This is a research paper based on marketing and branding. It is aimed at helping new firms to choose their marketing strategy with examples of what other companies have done to earn their success. It contains both book view and personal view from the research. This paper will look into firms that provide marketing services and what they do differently from each other. The marketing field has had many entries by firms, which claim to provide the best services to their clients.

Marketing is what the whole company does to achieve customer preferences and as a result achieving its own goals. Marketing is composed of many elements from numerous subjects, areas and disciplines. For instance, economics, sociology, psychology, statistics, mathematics, politics and law all these affect marketing in one form or another. Marketing affects each one of us each moment of our lives even though we may not necessarily be conscious about it. Each moment in our lives, we are being marketed to in one form or another. According to the American Marketing society (AMA) 1948 “marketing is the performance of business activities directed towards an incident to the flow of goods and service from producer to consumer/user” (Clankie 2002). It involves all the activities involved in getting goods of all kinds including services from the hands of the producer to the hands of the consumer all the business steps through which goods progress on their way to final consumption is the concern of marketing.

A brand is a name, term, symbol, design or a combination of both which is intended to identify the goods and services of a seller or a group of sellers and to differentiate them from those of competitors. A brand is not a product. It is the product’s essence, its meaning and its direction, and it defines its identity in time and space.Involves decisions put forward to popularize a brand. A brand name consist of words, letters or numbers which may be vocalized or pronounced e.g. Sanyo refrigerators and are a combination of words to identify a product and also differentiate it from other products.

With that understanding of marketing, the paper will be easy to comprehend. Marketing as a service is a basic component, which many companies use for their growth. Firms that provide marketing services therefore cover a wide market. The industry is highly competitive; there is a high demand for marketing services due to the large number of companies that need the services.

The marketing industry is expected to experience more growth as more people move from formal employment to personal employment. In addition, the use of internet is expected to propel the growth of the industry with a wider geographical base. The marketing industry is an economy driver; this can be proved by the large amount of revenue it earns. From existing firms to upcoming firms, marketing services are widely sought for.

References

Clankie, S. (2002).A theory of genericization on brand name change. Lewiston: E. Mellen.

Keegan, W. J., & Green, M. C. (2005).Global marketing (4th ed.). Upper Saddle River, N.J.: Pearson/Prentice Hall.

Lehu, J. (2007). Branded entertainment product placement & brand strategy in the entertainment business. London: Kogan Page.

Lodish, L. M., Morgan, H. L., &Archambeau, S. (2007). Marketing that works: how entrepreneurial marketing can add sustainable value to any sized company. Upper Saddle River, N.J.: Wharton School Pub..

Pride, W. M., & Ferrell, O. C. (2008).Marketing (14th ed.). Boston: Houghton Mifflin Co..

Richter, T. (2002).Marketing mix standardisation in international marketing: an empirical investigation of the degree of marketing programme standardisation in German companies and its internal and external correlates. Frankfurt am Main: Peter Lang.

Walvis, T. (2010).Branding with brains: the science of getting customers to choose your company. Harlow: Financial Times Prentice Hall.

Title: Project Draft

Name:

Course:

Tutor:

Date:

This is a research paper based on marketing and branding. It is aimed at helping new firms to choose their marketing strategy with examples of what other companies have done to earn their success. It contains both book view and personal view from the research. This paper will look into firms that provide marketing services and what they do differently from each other. The marketing field has had many entries by firms, which claim to provide the best services to their clients.

Marketing is what the whole company does to achieve customer preferences and as a result achieving its own goals. Marketing is composed of many elements from numerous subjects, areas and disciplines. For instance, economics, sociology, psychology, statistics, mathematics, politics and law all these affect marketing in one form or another. Marketing affects each one of us each moment of our lives even though we may not necessarily be conscious about it. Each moment in our lives, we are being marketed to in one form or another. According to the American Marketing society (AMA) 1948 “marketing is the performance of business activities directed towards an incident to the flow of goods and service from producer to consumer/user” (Clankie 2002). It involves all the activities involved in getting goods of all kinds including services from the hands of the producer to the hands of the consumer all the business steps through which goods progress on their way to final consumption is the concern of marketing.

A brand is a name, term, symbol, design or a combination of both which is intended to identify the goods and services of a seller or a group of sellers and to differentiate them from those of competitors. A brand is not a product. It is the product’s essence, its meaning and its direction, and it defines its identity in time and space.Involves decisions put forward to popularize a brand. A brand name consist of words, letters or numbers which may be vocalized or pronounced e.g. Sanyo refrigerators and are a combination of words to identify a product and also differentiate it from other products.

With that understanding of marketing, the paper will be easy to comprehend. Marketing as a service is a basic component, which many companies use for their growth. Firms that provide marketing services therefore cover a wide market. The industry is highly competitive; there is a high demand for marketing services due to the large number of companies that need the services.

The marketing industry is expected to experience more growth as more people move from formal employment to personal employment. In addition, the use of internet is expected to propel the growth of the industry with a wider geographical base. The marketing industry is an economy driver; this can be proved by the large amount of revenue it earns. From existing firms to upcoming firms, marketing services are widely sought for.

References

Clankie, S. (2002).A theory of genericization on brand name change. Lewiston: E. Mellen.

Keegan, W. J., & Green, M. C. (2005).Global marketing (4th ed.). Upper Saddle River, N.J.: Pearson/Prentice Hall.

Lehu, J. (2007). Branded entertainment product placement & brand strategy in the entertainment business. London: Kogan Page.

Lodish, L. M., Morgan, H. L., &Archambeau, S. (2007). Marketing that works: how entrepreneurial marketing can add sustainable value to any sized company. Upper Saddle River, N.J.: Wharton School Pub..

Pride, W. M., & Ferrell, O. C. (2008).Marketing (14th ed.). Boston: Houghton Mifflin Co..

Richter, T. (2002).Marketing mix standardisation in international marketing: an empirical investigation of the degree of marketing programme standardisation in German companies and its internal and external correlates. Frankfurt am Main: Peter Lang.

Walvis, T. (2010).Branding with brains: the science of getting customers to choose your company. Harlow: Financial Times Prentice Hall.