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Essay / Research Paper Abstract
This 3 page paper looks at the issues which need to be considered when marketing a commodity. Using coffee as an example the paper uses the 4 P's of product, price, placement and promotion to discuss the approaches which can and should be used when marketing any commodity. The bibliography cites 3 sources.
Page Count:
3 pages (~225 words per page)
File: TS14_TEcoffee.rtf
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Unformatted sample text from the term paper:
is produced, distributed and sold by a large number of companies. As the basic goods are the same companies wishing to sell coffee will seek to differentiate it in some
way (Kotler, 2003). That is, companies will try and make their coffee different from others, they may marketed under a brand name giving it a different perceived value, they may
adapt the product acting, or taking away different characteristics of features and they distributed differently. It is only by differentiating their coffee in some way, through real or perceived differences
created by the company that a company is likely to gain an advantage over competing coffee products. If there were no perceived differences between the various company selling coffee the
majority of consumers would buy the cheapest product. Therefore, when it comes to marketing commodities, it is essential to understand marketing process. Commodities are usually products which are consumed;
this means for the company to be successful they need to encourage repeat purchases, where possible building brand loyalty. There are a number of approaches which can be utilised when
looking at the way marketing can be undertaken for a commodity. One of the main marketing models is that of the 4 Ps; product, price, placement and promotion. The first
piece that of product. This is not only the commodity itself but the way in which it is packaged and altered. Example, a coffee may be perceived as healthier if
it has been decaffeinated, it will create different impressions if there are additions, such as chicory. Coffee may be produced the different qualities in attract different segments of the market.
In order to consider the way product should be produced and presented a marketer needs to understand the way the market can be segmented (Hooley et al, 2003). Example, the
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