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Marketing Research of American Home Mortgage

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Netra Shetty
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Marketing Research of American Home Mortgage - March 29th, 2011

American Home Mortgage Investment Corporation (Pink Sheets: AHMIQ) was the 10th largest retail mortgage lender in the United States and was structured as a real estate investment trust (REIT).
It has filed for bankruptcy.[1]. The company stated that it was focused on earning net interest income from self-originated loans and mortgage-backed securities, and through its taxable subsidiaries, from originating and servicing mortgage loans for institutional investors.
Mortgages were originated through the company's employees as well as through mortgage brokers and purchased from correspondent lenders and were serviced at the company's servicing center in Irving, Texas.
The company filed for Chapter 11 bankruptcy protection in Wilmington Delaware federal court, on August 6, 2007. The week before the filing, the company said that many of its lenders had demanded their money back, and that AHM was also unable to deliver on about US$ 800 million in commitments for housing loans, and had laid off nearly ninety percent of its 7,000 employees.[2]

In choosing joint ventures, the company has quite a few advantages to work to their favour. (Choi, and Beamish, 2004, 201) One would be the sharing of information with the associate company. This indicates that the learning curve with reference to the market that the company intends to enter would be rather brief. Likewise, the reputation of the company may similarly develop if a competent associate is selected in the target state. And deciding a competent associate will similarly bring about the prospect of the associate to institute high profit margins. This means that choosing a perfect partner in a joint venture entails the option of establishing obstacles to possible competitors in the same region.

On another hand, companies could break in to a new market through the use of the internet. Leamer and Storper (2001) maintained that the appearance of the internet as a commercial instrument established a “new economy.” (p. 641) Other academics have similarly maintained that the emergence of such technologies online have brought about the “death of distance” and even “end of geography.” (Buckley and Ghauri, 2004, p. 81) Though these assertions may emerge to be rather threatening international businesses have employed these conditions to their advantage. The internet has provided the modern organisation an opportunity to look into new potentials of transmitting correspondence through ICTs. (Leamer and Storper, 2001, p 643) This denotes that a company is capable of operating in opposite sides of the planet devoid of any considerable possibility of loss. Nowadays, manufacturing firms have the propensity to have a head office in a particular location and operational plants in another. (Leamer and Storper, 2001, p 643) This demand even created a new variety of trade. This is seen in Dot.com companies, providers, and developers that present their services to those who have admittance to the internet and those who are determined to employ this medium as their prime channel to success.

X. Market Communication in the International Setting
Marketing communications normally deals with the capability of the company to convey messages to their core clientele. Nowadays, the use of the internet and even mobile technology are often included in the marketing communications plan of a company. (Neumann and Sumser 2002, 9) In creating a sound communications plan, the organisation avoids any loss in productivity, false starts, and personal loss. (p10) Basically, this shows that marketing communications is important to the company because it allows the organisation to be more efficient and capable of creating more revenue.

Cleaving to the idea of conveying the product to the market, it manifests a close connection to advertising and even brand management. (Chan-Olmsted 2002, 641) Other forms of conveying information from the company to its external environment is seen in person selling, trade fairs, advertising and public relations. In the context of person selling, the product is presented by a salesperson in a one-to-one basis. (Sheshunoff 1999, 22) Some example of this method is door-to-door sales pitches and telemarketing.

On the other hand, trade fairs are now considered not only as one of the quickest way to enter a market, but also the quickest way to establish social ties in the host market. Ellis (2000, 443) mentioned in his article that this types of initiated exchange tends to be characterised as a fortuitous encounter. This means that the participation in such areas tend to involve three parties: buyer, seller, or a third party.

Advertising, on the other hand, essentially applies the traditional methods used in invitations to treat and direct advertisements to the consumers. There have been numerous studies that have manifested that what tend to improve lives for people are those that are considered successful advertisements. (Bright, 2000, p. 12) These articles maintain that the employment of “mass markets, aggressive advertising, and expanded distribution networks” has developed organisations a lot in the context of gaining competitive advantages. This consecutively has made developments in existing products and services for the consumers. Along with traditional advertising, there are also those that fall under alternative methods of marketing. One such approach is the employment of “word-of-mouth marketing.” In the study of Hogan, Lemon, and Libai (2004, 271) maintained that organisations have ceaselessly abandoned the possibility of word-of-mouth marketing. Another alternative marketing method is called "guerrilla marketing.” (Werner, 2003, 239) In the study of Werner (2003), he indicated a number of marketing activities are considered guerrilla marketing. Product placements in films and in the small screen have been among the forerunners of this kind of marketing.
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Jitendra Mazee
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Re: Marketing Research of American Home Mortgage - August 18th, 2016

Quote:
Originally Posted by netrashetty View Post
American Home Mortgage Investment Corporation (Pink Sheets: AHMIQ) was the 10th largest retail mortgage lender in the United States and was structured as a real estate investment trust (REIT).
It has filed for bankruptcy.[1]. The company stated that it was focused on earning net interest income from self-originated loans and mortgage-backed securities, and through its taxable subsidiaries, from originating and servicing mortgage loans for institutional investors.
Mortgages were originated through the company's employees as well as through mortgage brokers and purchased from correspondent lenders and were serviced at the company's servicing center in Irving, Texas.
The company filed for Chapter 11 bankruptcy protection in Wilmington Delaware federal court, on August 6, 2007. The week before the filing, the company said that many of its lenders had demanded their money back, and that AHM was also unable to deliver on about US$ 800 million in commitments for housing loans, and had laid off nearly ninety percent of its 7,000 employees.[2]

In choosing joint ventures, the company has quite a few advantages to work to their favour. (Choi, and Beamish, 2004, 201) One would be the sharing of information with the associate company. This indicates that the learning curve with reference to the market that the company intends to enter would be rather brief. Likewise, the reputation of the company may similarly develop if a competent associate is selected in the target state. And deciding a competent associate will similarly bring about the prospect of the associate to institute high profit margins. This means that choosing a perfect partner in a joint venture entails the option of establishing obstacles to possible competitors in the same region.

On another hand, companies could break in to a new market through the use of the internet. Leamer and Storper (2001) maintained that the appearance of the internet as a commercial instrument established a “new economy.” (p. 641) Other academics have similarly maintained that the emergence of such technologies online have brought about the “death of distance” and even “end of geography.” (Buckley and Ghauri, 2004, p. 81) Though these assertions may emerge to be rather threatening international businesses have employed these conditions to their advantage. The internet has provided the modern organisation an opportunity to look into new potentials of transmitting correspondence through ICTs. (Leamer and Storper, 2001, p 643) This denotes that a company is capable of operating in opposite sides of the planet devoid of any considerable possibility of loss. Nowadays, manufacturing firms have the propensity to have a head office in a particular location and operational plants in another. (Leamer and Storper, 2001, p 643) This demand even created a new variety of trade. This is seen in Dot.com companies, providers, and developers that present their services to those who have admittance to the internet and those who are determined to employ this medium as their prime channel to success.

X. Market Communication in the International Setting
Marketing communications normally deals with the capability of the company to convey messages to their core clientele. Nowadays, the use of the internet and even mobile technology are often included in the marketing communications plan of a company. (Neumann and Sumser 2002, 9) In creating a sound communications plan, the organisation avoids any loss in productivity, false starts, and personal loss. (p10) Basically, this shows that marketing communications is important to the company because it allows the organisation to be more efficient and capable of creating more revenue.

Cleaving to the idea of conveying the product to the market, it manifests a close connection to advertising and even brand management. (Chan-Olmsted 2002, 641) Other forms of conveying information from the company to its external environment is seen in person selling, trade fairs, advertising and public relations. In the context of person selling, the product is presented by a salesperson in a one-to-one basis. (Sheshunoff 1999, 22) Some example of this method is door-to-door sales pitches and telemarketing.

On the other hand, trade fairs are now considered not only as one of the quickest way to enter a market, but also the quickest way to establish social ties in the host market. Ellis (2000, 443) mentioned in his article that this types of initiated exchange tends to be characterised as a fortuitous encounter. This means that the participation in such areas tend to involve three parties: buyer, seller, or a third party.

Advertising, on the other hand, essentially applies the traditional methods used in invitations to treat and direct advertisements to the consumers. There have been numerous studies that have manifested that what tend to improve lives for people are those that are considered successful advertisements. (Bright, 2000, p. 12) These articles maintain that the employment of “mass markets, aggressive advertising, and expanded distribution networks” has developed organisations a lot in the context of gaining competitive advantages. This consecutively has made developments in existing products and services for the consumers. Along with traditional advertising, there are also those that fall under alternative methods of marketing. One such approach is the employment of “word-of-mouth marketing.” In the study of Hogan, Lemon, and Libai (2004, 271) maintained that organisations have ceaselessly abandoned the possibility of word-of-mouth marketing. Another alternative marketing method is called "guerrilla marketing.” (Werner, 2003, 239) In the study of Werner (2003), he indicated a number of marketing activities are considered guerrilla marketing. Product placements in films and in the small screen have been among the forerunners of this kind of marketing.
Hey netra, i am really glad to see that people like you are sharing such a nice information and helping people. Well, i have also got some important information on American Home Mortgage and would like to share it with you so that it may help more and more people.
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