It is through the process of market research.

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Marketing channels
These include communication channels-the delivery and receiving of messages, distribution channels- the display, sell or delivery of physical good and service channels- warehouses, transportation companies.



Target markets, positioning and segmentation
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The marketing mix is a process most organizations use to bring a product or service to market.

TABLE OF CONTENTS





ESSAY 1: THE REGULATORY EXPOSURE OF DECEPTIVE

MARKETING AND ITS IMPACT ON FIRM VALUE
1


Introduction
1


Conceptual Background
4


Hypotheses
9


Methodology and Data
24


Results
31


Discussion
39




ESSAY 2: THE IMPACT OF INNOVATION POTENTIAL ON

MARKETING STRATEGY
46


Introduction
46


Conceptual Background
49


Hypotheses
52


Research Methodology and Data
58


Results
63


Discussion
66


APPENDIX
72


REFERENCES
74

















[tags: Descriptive Essay, Descriptive Writing, Observatio]

Abstract
Essays on Deceptive Marketing Strategies
By Martha Myslinski Tipton
This set of studies focuses on the antecedents and consequences ofdeceptive
marketing. The first essay explores how marketing actions candestroy value by
examining the stock market reaction to the exposure of deceptivemarketing practices by
pharmaceutical firms. Prior research has indicated that negativeevents vary greatly in
their indirect costs to the firm. This study identifies a set offactors that explain a
significant portion of the heterogeneity in the magnitude ofindirect costs associated with
negative marketing-related events. Specifically, the resultsindicate that event
characteristics are generally more significant than firm and brandcharacteristics. When
deception is highly egregious or directed at vulnerablepopulations, firm value is more
negatively impacted than when the potential to mislead and harm isnot readily verifiable.
Furthermore, when the cited product has substantial brand marketshare, the levels of
egregiousness and target audience explain substantially more of thevariations in event
impact than when brand market share is low. The second essayconcentrates on the
relationship between innovation and marketing strategy. Therelationship between these
concepts is relatively uncharted despite the criticality ofinnovation to firm health.
Drawing mainly from the principals of prospect theory, I argue thatcurrent and potential
innovation levels impact the likelihood of deceptive marketing. Theanalysis supports a
relationship between use of deception and the strength of theinnovation pipeline of a
focal firm and its competitors. Together, these essays contributeto the literature on
destructive marketing strategies and inform practitioners about theconsequences and
antecedents of unlawful marketing practices.

[tags: GCSE Business Marketing BTEC Coursework]

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