This is an example of the my expectations for the Article Summary AssignmentArticle Summary 1: Rethinking the 4 P's Marketing to another business, differs greatly from marketing to consumers, yet there are marketers that continue to follow the traditional 4 P’s of marketing: price, promotion, product, and place. The author wrote about this topic to highlight an error that many marketers are making in their efforts to offer solutions to other businesses, but are going about it by creating product-focused strategies, instead of a strategy to put solutions at the forefront. In addition to addressing the mistakes that marketers are making in the B2B world, the author offers a better way to craft strategies that will have far better success, by shifting away from the four P’s of price, promotion, product, and place and towards the SAVE system, solution, access, value, and education (Ettenson, Conrado, & Knowles, 2013). The thesis of this article is “As a framework for fine-tuning the marketingmix, the P's--product, place, price, andpromotion--have served consumer marketers well for half a century. But in the B2B world, they yield narrow, product-focused strategies that are increasingly at odds with the imperative to deliver solutions.” (Ettenson, Conrado, & Knowles, 2013). The author points out that although the four p’s of marketing are still applicable to marketing, they need to be looked at differently when it comes to B2B marketing in order for it to be successful. The article gives a different way of approaching marketing for the B2B business model, centered on the SAVE (Solution, Access, Value, and Education) model to begin formulating marketing strategies. Motorola began using the SAVE format to market their business to other businesses and moved away from the four P format by having management become more focused on presenting the actual benefits and how they can help the client, not just what the features of the product are or how advanced it is. Next, Motorola began creating
Good and poor examples of executive summaries
This is a GOOD example from an Accounting & Finance assignment.
This report provides an analysis and evaluation of the current and prospective profitability, liquidity and financial stability of Outdoor Equipment Ltd. Methods of analysis include trend, horizontal and vertical analyses as well as ratios such as Debt, Current and Quick ratios. Other calculations include rates of return on Shareholders Equity and Total Assets and earnings per share to name a few. All calculations can be found in the appendices. Results of data analysed show that all ratios are below industry averages. In particular, comparative performance is poor in the areas of profit margins, liquidity, credit control, and inventory management.
The report finds the prospects of the company in its current position are not positive. The major areas of weakness require further investigation and remedial action by management.Recommendations discussed include:
improving the average collection period for accounts receivable·
improving/increasing inventory turnover·
reducing prepayments and perhaps increasing inventory levels
The report also investigates the fact that the analysis conducted has limitations. Some of the limitations include:
forecasting figures are not provided nature and type of company is not known nor the current economic conditions data limitations as not enough information is provided or enough detail i.e. monthly details not known results are based on past performances not present
methods of analysis
Recommendations (note that conclusions and recommendations can be bulleted)
Limitations of the report.
Excerpt from Woodward-Kron, R. (1997) Writing in Commerce: a guide to assist Commerce students with assignment writing, (Revised edition), Centre for the Advancement of Teaching and Learning, The University of Newcastle.
This is a GOOD example of an executive summary from a marketing report.
This is a POOR example of an executive summary from a marketing assignment
Every time a business or consumer purchases products or services they display forms of buyer behaviour that are influenced by many factors. The following report looks at the fast food industry and will analyse four McDonalds’ key products and services.It highlights what type of consumer buying or business buying behaviours are displayed in the purchase of a product or service and explains why each behaviour may occur. This enables a conclusion to be drawn from applying theory to reality. Although a full comprehension of buying behaviour is impossible, since everyone is an individual, it is useful to reflect on common behaviours and attempt to divide behaviours in types and stages. Even McDonalds, a leader in marketing cannot always predict consumer behaviour.
Background to problem
Outlines what information the report deals with but FAILS to provide a summary of the results gained, conclusions drawn and recommendations made. These are the functions of an executive summary and are absent in this example.
The information in this executive summary is vague rather than summarising what the report found.
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