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Essay / Research Paper Abstract
This 17 page paper looks at the concept and importance of marketing for a logistics company, discusses the areas of the absence including the marketing mix and promotional strategies, and suggests a marketing campaign. The paper is based on a company specializing in with heavy equipment. The bibliography cites 10 sources.
Page Count:
17 pages (~225 words per page)
File: TS14_TETHTmarketing.doc
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Unformatted sample text from the term paper:
a specialist heavy lift specialist department. However, as with any firm, offering a good service and operating in an efficient manner does not guarantee success. In addition to offering services
the organization needs to be able to attract customers; without customers there will be no useful services that are offered. Therefore, there is a strong argument for any firm to
develop a strong marketing orientation. In order to assess the way in which this can be applied to THT the concept of marketing and the way it could be applied
will be considered. 2. The Importance of Marketing To consider the importance of marketing the first consideration is what is meant by marketing, and how it may take place. 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) defines marketing
in very simplistic terms as "to find out what your customers want and then give it to them", this may be seen as the distilling some of marketing into a
very simple concept, but it is also too simplistic as it does not indicate the way in which this can occur. Cohen uses an alternative definition "commercial functions involved in
transferring goods from producer to consumer". Perhaps the most useful is that of Kotler, who defines marketing as "the task of creating, promoting, and delivering goods and services to
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