Marketing Research Paper Example | Topics and Well Written Essays - 1750 words

Marketing - Research Paper Example As Pete, the new Managing Director, points out customers do not find even venue enticing anymore. Before shops are given a fresh look to make them more attractive, it is essential to decide which class of the customers, the company wants to target at – such as business class or young couples who want to pass leisure time or ‘as a local community store working closely with neighbourhood partners as Pete points out. Kotler describes ‘product positioning’ as an essential marketing tool to carve a suitable niche as the company cannot hope to serve all segments of the market simultaneously. Product positioning will also help decide advertising campaign and brand positioning keeping in mind the targeted class of customers using scarce resources most judiciously. As Kotler emphasizes that the company needs to shift its focus on buyer wants rather than its needs. Product differentiation is a key strategy that the Roast needs to adopt in its services, product offerings with numerous varieties in its menu so that customers have several options to choose from. Thus, distinguishing company’s product line from the competition is a key marketing strategy that can play a pivotal role to attract targeted customers. Services also play an important role in differentiating with the competition so the company must focus on it as an integral part of the product differentiation strategy. Employees are considered the biggest asset in any organization and they play a pivotal role in success or failure of any organization (Schofield, 2006).

Online Dispute Resolution Essay Example | Topics and Well Written Essays - 1750 words

Online Dispute Resolution - Essay Example This paper will explain some of the advantages and disadvantages to the ODR scheme. One of the advantages of ODR over other dispute resolving methods, such as face-to-face arbitration, mediation and litigation is the cost factor.2 This factor is especially important, as many of the cyber disputes involve small dollar amounts. Many online problems would never be resolved if it were not for cost-saving. Inherent in this analysis is that the parties involved in the dispute do not have to hire attorneys, nor do they have to travel, which can add up to considerable costs in traditional dispute resolutions.3 Therefore, ODR has a great social implication, in that it ensures that everybody in the on-line world has access to justice. The prohibitive expense of litigation is a hindrance to this basic principal, because individuals without financial means cannot afford traditional litigation. But in the wonderful proletariat world of on-line dispute resolution, everybody has a fair shot in getting their disputes resolved, as the costs are minimal and attorneys are not necessary. It might be the great equalizer. Two different entities exemplify the cost-benefit analysis examined above: one is the WIPO Arbitration and Mediation Center, which is the dominant dispute resolution service provider with the Internet Corporation for Assigned Names and Number (ICANN) under its Uniform Domain Name Dispute Resolution Policy (UDRP).4 This entity is basically the go-to service for individuals with a domain name dispute, and has resolved some 9,000 such disputes since its inception in 1999. The other method examined is the SquareTrade, which is an ODR method that predominantly assists buyers and sellers on Ebay.5 In the ICANN and UDRP systems, a complaint by a trademark holder is deemed served upon the holder of the domain name if it is sent to his registered e-mail address. If the holder of the domain name