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Essay / Research Paper Abstract
This 17 page paper looks at the concepts of marketing, sales and branding defining and explaining the role of each before considering the way in which a firm may use different strategies to promote brandings which in turn may promote sales. The bibliography cites 10 sources.
Page Count:
17 pages (~225 words per page)
File: TS14_TEMarkbrand.doc
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Unformatted sample text from the term paper:
need to market the goods in order to gain and support sales. Marketing may also incorporate branding as a marketing tool, many products will be associated with a brand, these
may be for a large range or group of products, as seen with branding for firms such as McDonalds, Nike and JVC, or for particular products such as with Coca
Cola or the Tata Nano, where the brand is associated with either a single product range of product category. In order to assess potential strategies to improve branding, for a
company that is located in Asia or elsewhere, it is necessary to discuss the differences between marketing, branding and sales and then examine strategies that may be suitable for a
firm. When examining the different concepts use of cases that are seen internationally will be of value to demonstrate the applications of the theory in the real world. Marketing
may be defined as a broad ranging task encompassing a potentially large number of functions. Kotler (2003), defines marketing as "the task of creating, promoting, and delivering goods and services
to consumers and businesses" (page 5). This is a very simple definition, but it is also very inclusive of all processes within the development and sales of goods and services.
The American Marketing Association defines marketing as "Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer
relationships in ways that benefit the organization and its stakeholders" (American Marketing Association, 2007). This is a long definition and includes the aspects of creating value and managing customer relationships,
this is giving more detail to the way in which the goods and services may be collected and delivered, but it is in agreement with Kotler. Tim Cohen (2007)
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