Essay Examples on Marketing Management Essay Example

Essay Examples on Marketing Management Paper 1st Essay Sample on Marketing Management Marsha Carpenter BADM625-O2 Dr. Nall October 28, 2012 Marketing Excellence – eBay 1. Why has eBay succeeded as an online auction marketplace while so many others have failed? According to Kotler and Keller (2012, p. 411), eBay’s success began by creating aâ€Å"pricing revolution†, which allowed the bidders/buyers to determine the price they were willing to pay for an item. The consumers were pleased because they felt they were in control, and received the best possible price. The sellers were also pleased because they reached a wide variety of buyers, and they ended up owing very little overhead when the deals were done (Kotler Keller, 2012, p. 411). The reason eBay succeeded while others failed is because the others were unable to create a unique business model which pleased both buyers and sellers (Bandyopadhyay Wolfe, 2004, p. 141). Although there is little revenue input from these companies, many sites such as auction. om, sandcrawler. com, and firstauction. com, merged with others or shutdown due to lack of participants (Bandyopadhyay Wolfe, 2004, p. 141). Bandyopadhyay and Wolfe (2004) examined the reasons an auction site succeeds and their variables for their research were determined as ease of user interactivity, variety of product offerings, level of trust, rate of growth and adoption, networking, level of commitment, and payment options. We will write a custom essay sample on Essay Examples on Marketing Management specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Essay Examples on Marketing Management specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Essay Examples on Marketing Management specifically for you FOR ONLY $16.38 $13.9/page Hire Writer Marketing Management Marketing Management Marketing Management When customers feel they are more than just a number, they will soon become frequent buyers. Other mentionables by Bandyopadhyay and Wolfe (2004) were the web address must be easy to remember, the site must be easy to navigate, easy interaction with other members or the site itself, availability 24/7, high-usage interaction, advanced features, and the design of the website must be clutter-free (Bandyopadhyay Wolfe, 2004, p. 141-143). eBay has all of these listed features and must be part of its success. 2nd Essay Sample on Marketing Management Strengths Strong Management (Shakey’s) Strong management can help Shakey’s reach its potential by utilizing strengths and eliminating†¦ Size Advantages (Shakey’s) Size advantages lower Shakey’s’s risks. The larger Shakey’s gets, the more resources they have to†¦ Technology (Shakey’s) Superior technology allows Shakey’s to better meet the needs of their customers in ways that†¦ Cost Advantages (Shakey’s) Lower costs lead to higher profits for Shakey’s. A low cost leader can undercut rivals on price†¦ Customer Loyalty (Shakey’s) When given a choice, customers are loyal to Shakey’s. Instead of targeting all customers, Shakey’s†¦ Weaknesses Customer Service (Shakey’s) Weak customer service hurts Shakey’s’s reputation and causes customers to flee to competitors, who†¦ Opportunities Innovation (Shakey’s) Greater innovation can help Shakey’s to produce unique products and services that meet customer’s†¦ New Technology (Shakey’s) New technology helps Shakey’s to better meet their customer’s needs with new and improved products†¦ New Products (Shakey’s) New products can help Shakey’s to expand their business and diversity their customer base†¦ New Markets (Shakey’s) New markets allow Shakey’s to expand their business and diversify their portfolio of roducts and†¦ Marketing Management Marketing Management Marketing Management Threats Bad Economy (Shakey’s) A bad economy can hurt Shakey’s’s business by decreasing the number of potential customers†¦ Intense Competition (Shakey’s) Intense completion can lower Shakey’s’s profits, because competitors can entice consumers Shakey’s SWOT Analysis Profile away†¦ What is a SWOT Analysis? It is a way of evaluating the strengths, weaknesses, opportunities, and threats that affect something. See WikiWealth’s SWOT tutorial for help. Remember, vote up the most important comments. Check out WikiWealth’s entire database of free SWOT reports or use our SWOT analysis generator to create your own SWOT template.