Marketing Research Paper Example | Topics and Well Written Essays - 750 words

Marketing - Research Paper Example This shall be at the core of the analysis below. The companies’ approaches shall be evaluated on the basis of the four P’s of marketing (price, product, place and promotion). In addition to that, any differences in their domestic and international operations shall be under study. Domestically Internationally Practice/Example Rationale Practice/Example Rationale PRODUCT McDonald’s A wide array of fast foods and beverages. A one stop shop for all food and beverage needs. Sale of fast foods such as hamburger and pizza. Attract working class to the fast food industry. Starbucks Coffee and accompaniments only. New products, packaging i.e Blonde Roast Creating a niche market and specializing in a single product. Great service, top quality coffee, stylish packaging that lives up to the brands reputation. Developing brand association among consumers and nurturing habits. PLACE McDonald’s In all big cities via franchising. Targeting workers during or after work Big towns in developing countries. Targeting emerging classes in towns Starbucks Big cities, small towns through clustered outlets. Being the â€Å"third place† after home and work. Only in large towns in emerging markets Proximity to core consumers, the middle class PRICE McDonald’s Affordable rates. Attracting price sensitive buyers. Low cost coffee and pastries. Luring low and high end buyers. Starbucks Premium rates. Quality has no price. Relatively high prices. Attracting high end consumers. PROMOTION McDonald’s Advertising using mass media, billboards e.g. ‘I’m Lovin It’ ads Establishing a constant presence with loyal and budding customers Advertisements in mass media, billboards etc Creating brand awareness among new customers Starbucks Word of mouth and personalized service Quality self promotes. Unique customer Advertisements in mass media Introducing customers to a novel product. Since the start of the economic crisis, Starbucks has cl osed several stores at home (Gummesson, 2002). This needs to inform its operations abroad. Lowering prices is the best way to attract international consumers since they are using the product for the first time, and they are not ready to pay dearly for an experience they are unaware of. As regards promotion, both word of mouth promotion and mass media marketing have served Starbucks and Mc Donald’s well at home. However, the international market is totally different (Gummesson, 2002). They can not rely on the customers to spread the word on a product they do not know. Therefore, mass media market should be the first resort. Location or place has been a major determining factor of both companies success. At home, Mc Donald’s and Starbucks have used franchising and clustering to spread their branch footprint respectively. However, abroad franchising is the tried and proven alternative. Franchising allows for local entrepreneurs who know the market well to attend to the un ique needs of these consumers. Product is the reason the business exists in the first place. At home, both companies are best known for their coffee and related products. The operations in international markets, however, need to follow a different path (Gummesson, 2002). Several products should be launched at a go. This way, even customers who do not have a coffee drinking culture shall be welcome to the establishments. After all, the prime objective is to build a large customer base. After that has been achieved, maybe the companies can concentrate on their core

FOUNDATIONS FOR RESEARCH 2 Essay Example | Topics and Well Written Essays - 3500 words

FOUNDATIONS FOR RESEARCH 2 - Essay Example (2009), reducing anxiety in adults though the relaxation-breathing techniques has been used severally and proved through clinical trials as being effective in the production of good asthma outcomes. It is true that all research works aims at bridging a certain gap in information in less researched areas. In this case, more evidence will prove the importance of using such interventions in asthmatic children. The article was properly titled while the contents are in line with the title. This is proved by performing a search on the article using the key words like relaxation, breathing, asthma, trial, controlled etc. The research report abstract has enough information and readers can determine if the research has enough evidence to qualify it as being relevant. It is an overview which is visible since it is concise and brief and has all key findings articulated by the researcher. The abstract captures all key elements of the research work. In brief, the research abstract gives the resea rchers objectives which include evaluation of the effectiveness of combined self-management and relaxation breathing training for children with moderate-to-severe asthma compared to self-management-only training (Li-Chi Chiang et al. 2009), the research background, the methodology, the design, the sample and the results. A good abstract has to contain all the above as it summarizes the researchers assertions in a nutshell and makes it easier for many to understand the research work without flipping each page as Alasuutari, P. et al. (2008) puts it. An important part included here is the background part. This is key in any research work as it gives the information gap which forms a justification for the research. The authors start by first explaining Self-management programs, there use, when they have been used and their successes. Further, it gives perceptions towards their use and gives an indication that if used on children, then successes can be realized. At the end of the abstra ct, the researchers gives a summary of the findings from the analyzed data concluding that a combination of self-management and relaxation-breathing training can reduce anxiety, thus improving asthmatic children’s health. These results can serve as an evidence base for psychological nursing practice with asthmatic children (Li-Chi Chiang et al. 2009). In addition, the authors further gives the addition knowledge contributed to by the paper and the gap it attempts to fill, its relevance and its application and integration into the existing knowledge base. In the research study report, the independent variable were combined self-management and relaxation-breathing training for children and self-management-only training while the dependent variable was severity of asthma and are specified in the report abstract. In the study report, the researchers report that data on anxiety levels, self-perceived health status, asthma signs/symptoms, peak expiratory flow rate, and medication u se was collected. Here the independent variables are anxiety levels, self-perceived health status, peak expiratory flow rate, and medication use while the dependent variable is asthma signs/symptoms. Other important considerations made on the data included interaction effects among the two groups and research timelines. The impact of interactions at times is enormous such that its omission leads to un-biased results. It is always important to tell in