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Essay / Research Paper Abstract
This 13 page paper discusses 7 marketing issues and then presents a brief marketing plan. The seven subjects discussed are whether or not brand extensions are a good idea; if TV advertising has lost is power, if marketing is an art or a science, whether or not mass marketing is dead, if a mission statement is essential for marketing purposes, if marketing to businesses if different from marketing to consumers and brands have a finite life. The brief marketing plan is an outline and financial forecast for opening two juice bars. The bibliography cites 2 sources.
Page Count:
13 pages (~225 words per page)
File: TS14_TEmardebate.rtf
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proposition to many firms, presenting an opportunity to increase revenues and profits with less cost than that associated with starting up and establishing a new brand for a product launch,
there is also the potential of entrenching and supporting the exiting brand with the new extension. Indeed, brand as wide ranging as Nike, Detol and designer labels such as Chanel
have all be successful in undertaking brand extensions. Perhaps one of the first was Chanel No.5, back in 1922, an extension that is still going strong. However, it may also
be argued that for most brands, unless there is a very comfortable fit, the use of extension can be costly and have the potential to be very damaging, with the
potential to damage or devalue the source brand and cause consumer confusion. One example we can look at here is that of Gucci, a premium brand in high demand
that was once favored by eminent individuals such as Grace Kelly and Jackie Kennedy is now still a premium range, but as a result of brand extension it lost its
exclusivity, and as such some of the value. Gucci can be seen in terms of demonstrating how a good fit can increase revenue and sales with a range of luggage,
watches and even fragrances, but that this can be taken too far (Lane, 1998; 10). The problem was seen in falling profits that resulted as a loss of the exclusivity
of the name, the core target market were not longer attracted as the image changed. The lesson was learned and the company has managed to regain some finial success, but
this took a great deal of control regarding the way in which it licensed it name and undertook distribution deals (Lane, 1998). In other instances there is the potential for
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