Marketing Research Paper Example | Topics and Well Written Essays - 2000 words - 2

Marketing - Research Paper Example conducting an advertising campaign, and how can companies employ marketing tools to best realise their mission?, will be the primary concern in the paper. Through an analysis of the marketing presentations made by three guest speakers as well as my own secondary research and personal insights, it will be possible to arrive at answers to these questions. Before I came up with this research question, I thought about certain brands that stand out in my mind every time I think about a product. Wrigley’s is the brand king for chewing gum while Coca Cola rules the soft drinks industry; Colgate is quite strong in the toothpaste sector while Proctor and Alan dominate the breakfast cereal market (Boone & Kurtz, 2013). As these names floated through my mind, I began to wonder about the things that make them tick; some of them have been in business for over a century and still maintain dominance. Most of the answers could be found in the presentations while others were hidden in marketing articles, books and journals. The first speaker hit the nail on the head concerning this topic because he summarised it in three words: relevance, credibility and distinctiveness. He did a case analysis on Tourneau Inc., which is a luxury watchmaker headquartered in the US with approximately 37 stores countrywide. The organisation is not an easily recognisable and strong brand because it does not deliver these three qualities every time and in a consistent manner. Selecting Tourneau Watch seemed like an effective idea owing to certain characters possessed; first, it has been in business for over 100 years. It mimics the longevity that other well-known brands like Coke have in the marketplace; however, it did not possess the same market dominance that these other brands have. The presenter compared Tourneau’s performance with another leading brand in Switzerland called Butcherer; he found that there were certain discrepancies between them. If the case study organisation could borrow a

An Introduction to Proffesional issues in counselling Essay

An Introduction to Proffesional issues in counselling - Essay Example According to the British Association for Counselling and Psychotherapy (BACP) ther are several situations in which a counsellor must act responsibly. These situations are covered by ethical standards. Ethics are defined as the "values, principles, and personal moral qualities" (BACP, p. 6). These qualities reside in each individual but having a code of ethics will give everyone a common foundation to work from. Many situations that appear in a counselling setting may push the ethics of an individual but with a common foundation they will understand what to do in each situation. This ethical principle speaks to a counsellors need to be trustworthy. They must allow trust to happen between them and the client without breaking this trust. The counsellor strictly adheres to a policy of confidentiality to help foster this trust. The counselling session is autonomous in itself and the counsellor understand the client has the right to engage or not engage in the counselling process. Hopefully the client wants to engage in their own healing because it happens faster when the client is engaged. Counsellors who respect their clients will make sure they have proper consent before they seek out information from third parties or before the give information out about the client. They will also make sure that if there are conflicts of interest that they are revealed to the client immediately and an appropriate referral will be made. When a counsellor understands the clients autonomy they do not manipulate a client for personal or professional gain. It is critical to the counsellor to understand the important of "doing no harm." A counsellor helps the client receive a professional assessment and once this happens the counsellor must work within their scope of practice; in other words they must only practice those counselling techniques that they have been trained