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Marketing Audit and Marketing Objectives Essay Example

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Marketing Audit and Marketing Objectives

Marketing Audit and Marketing Objectives. The strategy was been apparently implemented in the Dell’s ‘Dude’ campaigns, which may continue to be the future trend in regard to appealing to the younger population (Proctor, 2000; Doyle, & Stern, 2006). The company’s targeting of the UK’s younger consumers with the laptop brands in the 1990s saw the original creation of Dell Computers "Dude." The promotions captured the ‘youthful’ and relaxed behavior to promote the products among the younger consumers. According to Vanhamme et al (2012), while older adults’ behavior was not portrayed in the Dell Dude, the fellow was somehow appealing to them. As a result, Serwer and Boorstin (2002), indicates that the Dell “

Dude” appealed to the larger part of consumer base and prospects. According to Serwer and Boorstin (2002), Dell has initiated a number of responses to various aspects of the micro environment. It is arguable that the laptop computer market is currently witnessing the fastest growth in the computer sector. In its entire period of its expansion, this market segment, like any other, according to Linsebach (2007), has significantly transformed into the mix following changing trends among consumers. In an attempt to incorporate the various consumer demands in its laptop consumer products, Dell observes the market trends to help in the creation of new features (Saladow, 2012). Dell’s laptop computers have been essentially shaped by trends such as online video chats among laptop computer users in the United Kingdom market.The internal marketing audit for laptop computers involves issues such as Dell’s mission statement, objectives and goals, structure, business culture, internal systems, processes and their implementation (Shaw, 1994). Also important is product development and valuation; productivity and efficiency, promotions, and use of the sales team to promote the laptop brand . Marketing Audit and Marketing Objectives.

References

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Proctor, T. 2000. Strategic Marketing: An Introduction. London: Routledge.

Saladow, K. 2012. Making Social a Sales Outlet. Response, 20(11), pp28-32.

Serwer, A., & Boorstin, J. 2002. Dell Does Domination. Fortune, 145(2), pp70-75.

Shaw, V. 1994. The marketing strategies of British and German Companies. European Journal of Marketing, 28(7), p30.

Vanhamme et al. 2012. To Do Well by Doing Good: Improving Corporate Image Through Cause-Related Marketing. Journal of Business Ethics, 109(3), pp259-274.

Viardot, E. 2004. Successful Marketing Strategy for High-Tech Firms. London: Artech House.

Wilson, R.M.S., & Gilligan, C. 2012. Strategic Marketing Management: The Marketing Series. London: Routledge.

Appendices

Fig 1 A marketing audit diagram

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preview essay on Marketing Audit and Marketing Objectives
  • Pages: 9 (2250 words)
  • Document Type: Essay
  • Subject: Marketing
  • Level: Degree
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