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Marketing Research of Schoep's Ice Cream

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Marketing Research of Schoep's Ice Cream
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Netra Shetty
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Marketing Research of Schoep's Ice Cream - April 8th, 2011

Schoep's Ice Cream is an ice cream manufacturing company based in Madison, Wisconsin.[1]

some companies have been criticized for apparently thinking that all Internet shoppers are the same, instead of realizing that there are many reasons why customer may visit a site (Stell and Paden, 2002) trusting the provider sufficiently to enter into transaction is paramount and communicating trustworthiness remain good challenge (Chadwick, 2001). Although electronic market can embrace the execution of business transactions using any electronic media, generally the literature refers only to Internet or web marketing. If mobile telephones and digital TV are to be used as tools with which to access the Internet, then “Internet marketing” is not strictly correct and electronic marketing is more appropriate, there is e-commerce (Pandya and Arenyeka-Diamond, 2002) upon examining individual customer behaviours, and relationship-building. Some have gone as far as suggesting that there is marketing paradigm for electronic market and business ways (Hoffman and Novak, 1997).



Relationship Marketing

Suppliers attempt to create and strengthen lasting bonds with their customers; they shift from attempting to maximize profits on each individual transaction towards the establishment of solid, dependable and, above all, permanent relationships with the people they serve (Bennett, 1996) and of mutually rewarding relationships with customers achieved via the total integration of information and quality management systems, service support, business strategy and organisational mission in order to delight the customer and secure profitable lasting business (Bennett, 1996). Relationship marketing is concerned with the development and maintenance of mutually beneficial relationships with strategically significant markets (Buttle, 1996) and whereby firm builds long term alliances with both prospective and current customers so that both buyer and seller work towards a common set of specified goals (Evans and Laskin, 1994). There give impetus to the necessary process of integrating the relationship marketing in order to identify and establish, maintain and enhance and when necessary also to terminate relationships with customers and other stakeholders, at the profit and make objectives of involved parties are met as done by means of mutual exchange and fulfillment of promises (Grönroos, 1994). The melting pot of relationship marketing draws on great variety of market theories and schools with marketing valence. In the long term, there improves market value and strength as interactive exchange with selected customers is engaged in relationship marketing.

Inter-relationships

The inter-relationship is enabled by the creation of trust in an electronic environment (Chadwick, 2001) from where better IMC process and relationship marketing is being recognize and business operations is most effective when marketing is of strength beyond what the three issues can give to make business worthwhile. Aside, as indicated by Allan and Chudry (2000, p. 82), that the Internet is an excellent channel for communicating with customers on an individual basis because of its immediate and direct interaction capability.

Henceforth, the integration of the issues in marketing is as important in electronic marketing as it is in the non-virtual world. The ultimate role of direct marketing is to gain effective response. The Internet has the advantage of being able to solicit such responses in real time and enables providers to interact with potential and actual consumers as well as enabling intra-customer communications. This interaction has sparked further debate on the possibility of one on one marketing (Caccavale, 2000) with view to developing strong and lasting relationships with loyal customers (Agrawal et al., 2001). Hence, interactive information-giving is essential as precursor to the transaction and be logical to suppose that the individualized and tailored messages/offers which are made possible by the Internet (Peppers and Rogers, 1993), the facility for better and stronger inter-relationship building. Chadwick (2001) suggests that the human factor in e-commerce is present in such communications from which trust can be gained, going as far as saying that “if consumers think they see signs of trust on e-marketing web sites, they will likely reciprocate with trust” (p. 657). Furthermore, people who wish to purchase using electronic marketing exhibit similar purchase behaviour to those who purchase in traditional environments. Having established a need, they search for information on products to satisfy that need. In today's environment, the trend is towards information excess, which can aid consumer's decision-making processes. Customers may use the Internet pre-purchase in an attempt to find unbiased information about their prospective purchase as found from company sponsored web pages. Like, information relating to the variety of products available, their relative quality and stock levels are important determinants in stimulating product and/or brand awareness (Luk et al., 2002). Indeed, most of the market-driven companies need to mine the data they obtain from customers as form of marketing research to better determine customer needs respectively. They also need to use click-stream data to learn how customers use their sites and why sales are abandoned and analyze the effectiveness of i
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Re: Marketing Research of Schoep's Ice Cream
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Jitendra Mazee
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Re: Marketing Research of Schoep's Ice Cream - August 1st, 2016

Quote:
Originally Posted by netrashetty View Post
Schoep's Ice Cream is an ice cream manufacturing company based in Madison, Wisconsin.[1]

some companies have been criticized for apparently thinking that all Internet shoppers are the same, instead of realizing that there are many reasons why customer may visit a site (Stell and Paden, 2002) trusting the provider sufficiently to enter into transaction is paramount and communicating trustworthiness remain good challenge (Chadwick, 2001). Although electronic market can embrace the execution of business transactions using any electronic media, generally the literature refers only to Internet or web marketing. If mobile telephones and digital TV are to be used as tools with which to access the Internet, then “Internet marketing” is not strictly correct and electronic marketing is more appropriate, there is e-commerce (Pandya and Arenyeka-Diamond, 2002) upon examining individual customer behaviours, and relationship-building. Some have gone as far as suggesting that there is marketing paradigm for electronic market and business ways (Hoffman and Novak, 1997).



Relationship Marketing

Suppliers attempt to create and strengthen lasting bonds with their customers; they shift from attempting to maximize profits on each individual transaction towards the establishment of solid, dependable and, above all, permanent relationships with the people they serve (Bennett, 1996) and of mutually rewarding relationships with customers achieved via the total integration of information and quality management systems, service support, business strategy and organisational mission in order to delight the customer and secure profitable lasting business (Bennett, 1996). Relationship marketing is concerned with the development and maintenance of mutually beneficial relationships with strategically significant markets (Buttle, 1996) and whereby firm builds long term alliances with both prospective and current customers so that both buyer and seller work towards a common set of specified goals (Evans and Laskin, 1994). There give impetus to the necessary process of integrating the relationship marketing in order to identify and establish, maintain and enhance and when necessary also to terminate relationships with customers and other stakeholders, at the profit and make objectives of involved parties are met as done by means of mutual exchange and fulfillment of promises (Grönroos, 1994). The melting pot of relationship marketing draws on great variety of market theories and schools with marketing valence. In the long term, there improves market value and strength as interactive exchange with selected customers is engaged in relationship marketing.

Inter-relationships

The inter-relationship is enabled by the creation of trust in an electronic environment (Chadwick, 2001) from where better IMC process and relationship marketing is being recognize and business operations is most effective when marketing is of strength beyond what the three issues can give to make business worthwhile. Aside, as indicated by Allan and Chudry (2000, p. 82), that the Internet is an excellent channel for communicating with customers on an individual basis because of its immediate and direct interaction capability.

Henceforth, the integration of the issues in marketing is as important in electronic marketing as it is in the non-virtual world. The ultimate role of direct marketing is to gain effective response. The Internet has the advantage of being able to solicit such responses in real time and enables providers to interact with potential and actual consumers as well as enabling intra-customer communications. This interaction has sparked further debate on the possibility of one on one marketing (Caccavale, 2000) with view to developing strong and lasting relationships with loyal customers (Agrawal et al., 2001). Hence, interactive information-giving is essential as precursor to the transaction and be logical to suppose that the individualized and tailored messages/offers which are made possible by the Internet (Peppers and Rogers, 1993), the facility for better and stronger inter-relationship building. Chadwick (2001) suggests that the human factor in e-commerce is present in such communications from which trust can be gained, going as far as saying that “if consumers think they see signs of trust on e-marketing web sites, they will likely reciprocate with trust” (p. 657). Furthermore, people who wish to purchase using electronic marketing exhibit similar purchase behaviour to those who purchase in traditional environments. Having established a need, they search for information on products to satisfy that need. In today's environment, the trend is towards information excess, which can aid consumer's decision-making processes. Customers may use the Internet pre-purchase in an attempt to find unbiased information about their prospective purchase as found from company sponsored web pages. Like, information relating to the variety of products available, their relative quality and stock levels are important determinants in stimulating product and/or brand awareness (Luk et al., 2002). Indeed, most of the market-driven companies need to mine the data they obtain from customers as form of marketing research to better determine customer needs respectively. They also need to use click-stream data to learn how customers use their sites and why sales are abandoned and analyze the effectiveness of i
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 Schoep's Ice Cream and would like to share it with you so that it may help more and more people.
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