Premium Essay

Edgemark New Services and Marketing Marketing C212 Task 1

In: Business and Management

Submitted By audlady
Words 1845
Pages 8
EdgeMark New Services and Marketing

Marketing C212

February 2nd, 2015

EdgeMark New Services and Marketing

EdgeMark Cinemas are a chain of movie theaters located in 37 states with 475 theaters in those states covering the west coast, east coast, and Midwest. EdgeMark’s profits, like other cinemas, have been in a small but constant decline over the last 12 years. Industry Wide Average of 2.05% ticket sales decline per year for the last 12 years also, when adjusted for inflation, revenue has dropped an average of 1% a year for the past 12 years (Domestic Movie Theatrical Market Summary, 2015). The chain is currently looking to increase ticket sales, loyal customers, and profits by adding additional products and services.
New Services Marketing executives for EdgeMark have proposed two new services, which are premium memberships and special viewings. These services are aimed at increasing patronage by loyal customers, and enticing new customers to become loyal patrons. Both services will be easy to setup and operate and will add to profitability for years to come. These new services are both feasible and will enhance the cinemas profitability in the following ways: ▪ Little cost to initiate and operate ▪ Added profit from membership fees and additional ticket sales ▪ Added profit from additional food and beverage sales ▪ Increased patronage by loyal customers ▪ Increased numbers of new loyal customers ▪ Higher gross margin on certain new services, such as screening older movies
New additional services will also confer competivie advantage in terms of offering services direct competitors do not offer as well as the possibility of luering new patrons into becoming loyal customers. Because upscale premiere movie theater, which are only located sparsely throught out the Unites States…...

Similar Documents

Free Essay

Service Marketing

...ttp://jmd.sagepub.com/ A Multicultural Service Sensitivity Exercise for Marketing Students Mark S. Rosenbaum, Ioana Moraru and Lauren I. Labrecque Journal of Marketing Education published online 4 October 2012 DOI: 10.1177/0273475312461257 The online version of this article can be found at: http://jmd.sagepub.com/content/early/2012/10/03/0273475312461257 Published by: http://www.sagepublications.com Additional services and information for Journal of Marketing Education can be found at: Email Alerts: http://jmd.sagepub.com/cgi/alerts Subscriptions: http://jmd.sagepub.com/subscriptions Reprints: http://www.sagepub.com/journalsReprints.nav Permissions: http://www.sagepub.com/journalsPermissions.nav >> OnlineFirst Version of Record - Oct 4, 2012 What is This? Downloaded from jmd.sagepub.com by guest on October 10, 2012 461257 rnal of Marketing EducationRosenbaum et al. JMDXXX10.1177/0273475312461257Jou A Multicultural Service Sensitivity Exercise for Marketing Students Journal of Marketing Education XX(X) 1–13 © The Author(s) 2012 Reprints and permission: sagepub.com/journalsPermissions.nav DOI: 10.1177/0273475312461257 http://jmed.sagepub.com Mark S. Rosenbaum1, Ioana Moraru1, and Lauren I. Labrecque2 Abstract Services marketing and retailing courses place service quality at the heart of the curriculum, painting service providers as defenders of their customers’ welfare and thwarters of service failures by ushering in......

Words: 9787 - Pages: 40

Premium Essay

Service Marketing

...emphasized as competitive advantages: 1. Low-cost operations 2. High performance design 3. Consistent quality 4. Fast delivery time 5. On-time delivery 6. Development speed 7. Product customization 8. Volume flexibility Although all eight are obviously desirable, it is usually not possible for an operation to perform significantly better than the competition in more than one or two. The five key decisions in process management are: I. Process Choice II. Vertical Integration III. Resource Flexibility IV. Customer Involvement V. Capital Intensity These decisions are critical to the success of any organization and must be based on determining the best was to support the competitive priorities of the enterprise. PROCESS CHOICE The first choice typically faced in process management is that of process choice. Manufacturing and service operations can be characterized as one of the following: 1. Project 2. Job Shop 3. Batch Flow 4. Line Flow 5. Continuous Flow The nature of these processes are discussed below and summarized in the manufacturing product-process matrix on page 8. Project Process. Examples of a project process are building a shopping center, planning a major event, running a political campaign, putting together a comprehensive training program, constructing a new hospital, doing management consulting work, or developing a new technology or product. A project......

Words: 3683 - Pages: 15

Premium Essay

Core Task 1 Marketing Plan

...Professional Diploma in Marketing Core Task (1) – Marketing Planning: Marketing Plan 2008 for: COMPANY IMAGE/LOGO REMOVED |Author: | | | | | |Student No: | | | | | |CIM No: | | | |3,270 | |Word Count | | |Excl. tables, | | |Appendices | | |Version: |1.0 | |Date: |December 2007 | TABLE OF CONTENTS Section 1 Executive Summary 3 2 Mission Statement & Corporate Objectives 4 2.1 Mission 4 2.2 Corporate Objectives through 2007-08 4 3 Situation Analysis 5 3.1 Marketing Audit 5 3.1.1 External Macro-environment 5 3.1.2 Market, Customer, Competitor 6 3.1.3 Five Forces 6 3.1.4 Internal Environmental Issues 6 3.2 Marketing......

Words: 4171 - Pages: 17

Premium Essay

Service Marketing

...RAJASTHAN, JAIPUR JANUARY 2015 (TERM 1) Master of Business Administration (Marketing Management) 2nd Year Services Marketing Maximum Marks: 70 Duration: 03 Hours Instructions: 1. This paper is divided into 3 sections – A, B and C. 2. Section A consists of 10 questions of 1 mark each. All questions in Section A are compulsory. 3. Section B consists of 7 questions of 3 marks each. You must attempt ANY FIVE questions. 4. Section C consists of 5 questions of 15 marks each. You must attempt ANY THREE questions. ------------------------------------------------------------------------------------------------------------------------------- SECTION – A (All questions are compulsory) Write short notes on the following: 1. Word of Mouth 2. Service marketing triangle 3. Service channel 4. Supplementary services 5. Service Quality 6. Service Encounter 7. 7 P’s 8. New product Development 9. Packaging of Services 10. Service Perishability SECTION – B (Attempt any five questions) 11. Explain in detail the impact of technology in services. 12. Discuss the characteristics of service marketing. 13. Explain, how can the various gaps of service quality be closed? 14. Write a note on the marketing management of financial services. 15. Discuss the difference between perception of service quality and customer satisfaction. 16. What are the steps involved in preparing Blue Print? 17. Explain the factor affecting pricing of services. SECTION – C (Attempt......

Words: 4473 - Pages: 18

Premium Essay

Service Marketing

...17th November, 2014 Group 1 | MKT 431BRAC Business School, BRAC University. | Service Report on the Service Marketing Practices of Holy Family Red Crescent Medical College Hospital | Service Report on the Service Marketing Practices of Holy Family Red Crescent Medical College Hospital | SERVICE REPORT ON THE SERVICE MARKETING PRACTICES OF HOLY FAMILY RED CRESCENT MEDICAL COLLEGE HOSPITAL (HFRCMCH) Submitted To DR. MOHAMMED TAREQUE AZIZ Associate Professor and EMBA Coordinator BRAC Business School BRAC University Submitted By Chowdhury Fahim Mostafa 10204011 Anika Azhar 10204083 Syed Shah Tayef Ahmed 10204105 Ifrat Jahan 11104139 Jarin Subha 11204007 Adnan Abdur Razzaque 11204008 Tazruba K. Prome 11204047 MD. Ashraful Amin 11304038 Sumaita Ahmed 11304052 LETTER OF AUTHORIZATION Date: 17th November, 2014 DR. MOHAMMED TAREQUE AZIZ Associate Professor and EMBA Coordinator BRAC Business School BRAC University Subject: Submission of Service Marketing Report of MKT 431. Dear Sir, We, the students of MKT 431 (service Marketing), section 1; want to submit the Service Marketing Report required for the completion of the course. We have followed every instruction you have provided and tried our best to ensure that all the information is authentic and relevant. The report is about the Service Marketing practice of Holy Family Red Crescent Medical College Hospital (HFRCMCH). We hope that all the information and analysis provided within the report will be up to......

Words: 11092 - Pages: 45

Premium Essay

Marketing C212 Wgu Mba Healthcare Management

...------------------------------------------------- Task 2: Marketing C212 Assessment Code: C212 Student Name: Cristian Dimitricoff Student ID: 000386870 Date: 05/12/2015 Student Mentor Name: Maryann Lamer Proposal Of New Product/Service Dr. Bob Smith founded Smith Optics Inc, in 1965. Dr. Smith worked with friends to develop a new kind of goggles. Now, fifty years later, Smith Optics is one of the top goggle and other extreme weather gear manufacturing organizations in the world. Smith Optic’s products are classified under four main categories: men, women, tech, and life. Under the categories of men, and women, there are six sub-categories: sunglasses, prescription, goggles, helmets, accessories, and apparel. Under the tech category, we find four sub-categories: sunglasses, goggles, helmets, and off-road, and finally, under the life category, we find five sub-categories: snow, water, outdoor, moto, and Smith news (Smith, 2015). These categories and subcategories represent the products offered by Smith Optics, products that consumers can purchase and these types of product are characterized by their tangible form. Consumers can purchase the product, wear it, break it, and still be something that consumers can wear or touch. Smith Optics also offers two types of services. The first is called customer service and consists of shipping and returns. Under the shipping service, Smith Optics gives some information regarding phone orders, hours of operations (in......

Words: 5924 - Pages: 24

Premium Essay

Marketing C212 Task

...Marketing C212                     Knee Scooters of Houston is a home-based, medical mobility device sales and rental company. We provide our customers excellent customer service; including free delivery and pickup for rentals, free delivery for sales, competitive pricing, and ongoing support to customers. We have had tremendous success in our first year of business. In an effort to maintain the growth and profitability of our business, we propose adding two new products to our rental and sales inventory. The first product, the pediatric knee scooter, and the second, the bariatric knee scooter. While we’ve had much success with the adult knee scooter, we have missed opportunities by not having youth sized and bariatric products available. Over the past year, we’ve received numerous customer inquiries for these products, as well as from the staff at the clinics that we advertise with in the medical community. Knee scooters are designed for people who are unable to bear weight on the foot or ankle, such as after a fracture or severe sprain. Our current models are standard sized and are rated for people 4’11” and up, and support weights up to 300 lbs. (Kneescootershouston.com) They weigh approximately 22-25 lbs., depending on the model. These scooters will fit older children and adults, but are cumbersome for a smaller child, and inadequate for a heavier adult. The pediatric knee scooter, the KneeWalker Jr., is specifically designed for children between 3’6”...

Words: 1719 - Pages: 7

Free Essay

Service Marketing

...Management in the Service Economy (BU 7734) Cohort 11 Assessment This assessment is in THREE PARTS and consists of: 1) Activity 1: Service Encounter Diary (1,000 words) Worth 25% of overall module grade. Submission is online ONLY via Turnitin by 12.00pm Friday 29th May 2015. 2) Activity 2: Strategic Service Marketing in context (1,000 words) Worth 25% of overall module grade. Submission is online ONLY via Turnitin by 12.00pm Friday 26th June 2015. 3) Activity 3: Application of Service Marketing principles (2,000 words) Worth 50% of overall module grade. Submission is online ONLY via Turnitin by 12.00pm Friday 17th July 2015. APA Referencing must be adhered to in ALL University academic work. All University of Chester Business School assessments are now subject to scanning via Turnitin which is software designed to detect possible plagiarism. If you do not correctly reference somebody else’s work, you may be accused of plagiarism. If in any doubt, please attend class when guidance will be given and consult the University regulations on Turnitin and the use of APA Referencing. Do not cite websites such as Wikipedia or tutor.com as these are not acceptable academic sources and will result in marks being deducted. Assignment Explanation Activity 1: - Service Encounter......

Words: 1027 - Pages: 5

Premium Essay

Wgu C212 Marketing Vvt2 Task 1

...EdgeMark New Services and Marketing Marketing C212 February 2nd, 2015 EdgeMark New Services and Marketing EdgeMark Cinemas are a chain of movie theaters located in 37 states with 475 theaters in those states covering the west coast, east coast, and Midwest. EdgeMark’s profits, like other cinemas, have been in a small but constant decline over the last 12 years. Industry Wide Average of 2.05% ticket sales decline per year for the last 12 years also, when adjusted for inflation, revenue has dropped an average of 1% a year for the past 12 years (Domestic Movie Theatrical Market Summary, 2015). The chain is currently looking to increase ticket sales, loyal customers, and profits by adding additional products and services. New Services Marketing executives for EdgeMark have proposed two new services, which are premium memberships and special viewings. These services are aimed at increasing patronage by loyal customers, and enticing new customers to become loyal patrons. Both services will be easy to setup and operate and will add to profitability for years to come. These new services are both feasible and will enhance the cinemas profitability in the following ways: ▪ Little cost to initiate and operate ▪ Added profit from membership fees and additional ticket sales ▪ Added profit from additional food and beverage sales ▪ Increased patronage by loyal customers ▪ Increased numbers of new loyal......

Words: 1845 - Pages: 8

Premium Essay

Marketing C212

...Marketing C212 Retail Store Marketing Proposal Orange Kingdom is a clothing retail store owned by Between, Inc. It is differentiated from its family brands such as Between and Old Marine, as it gives an upscale image compared to the other two brands, and targets young professional population aged mid twenties to mid thirties both men and women. It provides mid-scale work-to-play casual and business apparel, accessories, and shoes through about 500 stores including factory stores in the United States. It is also gaining market share in Asia, South America, and Europe as well. In this marketing proposal, I would like to discuss three service options to retain and acquire customers. Styling Consultation People have tendency of buying “sets.” When you go to furniture stores, they already have matching sets that are already combined for you so that you do not have to work hard to make them look nice together. Clothing stores have the same strategy through window displays. A lot of people purchase clothes as the display mannequins dressed. It is harder to mix and match the items or find something else to go with a specific item. Also every person has different skin tone, which makes the color combination of clothing a bit of a challenge. Hence, providing styling consult service at a store will be beneficial to acquire new customers. Alteration Service I grew up in Korea. As you can imagine, most of population in Korea have smaller......

Words: 3968 - Pages: 16

Premium Essay

Marketing C212

...MARKETING Competencies: 3013.1.1: Marketing Function - The graduate analyzes the global market to identify opportunities to gain competitive advantage through marketing activities. 3013.1.2: Customer Relationship Management - The graduate recommends customer relationship management practices for maximizing customer satisfaction and loyalty. 3013.1.3: Evaluating Feasibility and Profitability - The graduate evaluates the feasibility and profitability of new products and services within the organization. 3013.1.4: Marketing Strategy - The graduate designs a strategic marketing plan for a new product or service. 3013.1.5: Entrepreneurial Enterprise - The graduate identifies risks and opportunities for an entrepreneurial enterprise. Introduction: Marketing managers for global organizations are often asked to evaluate the feasibility of new products and services and predict their profitability for the organization. For this task, you will select a business that would like to develop new products and services in order to attain a competitive advantage in the global market. You will first consider the products and services the company currently offers and recommend new products and services that have the most potential for profitability based on your evaluation. You will then identify the target market and consider how you would reach that market using traditional mass media and social media for the launch and beyond. For example, a natural foods company may need to......

Words: 2070 - Pages: 9

Premium Essay

Service Marketing

...Individual Assignment (70%) | Module’s Information: | Module | MKT3213 Services Marketing (4cr) | Session | APR 2016 | Programme | B.A.(HONS) IN MARKETING | Lecturers | Syed Izzaddin Syed Jaafar | | Email: syedizzaddin.jaafar@newinti.edu.my | Room: Room 5, Level 7, Block A | Coursework Type | Individual Assignment | Percentage | 70% out of 100% | Hand-out Date | WEEK 2 | Due Date | WEEK 12 | Topic (state Company and Service) : | Student’s Declaration: | I declare that: 0 I understand what is meant by plagiarism. 1 This assignment is all my own work and I have acknowledged any use of the published or unpublished works of other people. 2 I hold a copy of this assignment which I can produce if the original is lost or damaged Name | ID | Word Count | Signature | 1. | | | | | Learning Outcomes Assessed: | | By the end of the course, students will be able to: LO1 Examine the extended marketing mix in relation to services, its limitations, and its validity LO4 Critically review marketing concepts and techniques used and adapted within the service sector LO5 Evaluate the implementation of the marketing mix within specific service sector situations | Penalty for late submission: | Coursework submitted up to one (1) week after the published deadline will receive a maximum numeric grade of 40%. Work submitted later than one (1) week after the deadline will be awarded a fail grade (0%).Lecturer has and......

Words: 577 - Pages: 3

Premium Essay

Marketing C212

...Marketing C212 Suzanne Arciga 6/2/2016 A1. New Products and Services Mary Kay was started in Dallas, Texas, with only five products. The entrepreneur, Mary Kay Ash, biggest dream was to transform; inspirer and help women obtain success. Currently Mary Kay offers more than 200 premium products. The product assortments are innovative skin care, tantalizing makeup and unforgettable fragrances.  Mary Kay is currently available in 35 markets on five continents worldwide and sales of Mary Kay are about $4 billion in wholesale sales worldwide. Subsequently since 1990, Mary Kay Inc. has experienced substantial growth, opening in more than 20 new markets around the world. In June 2007 there was talk about a corporation by the name of Lugo and Alejandra Aguzzi, that would be selling the popular USA women's cosmetics brand Mary Kay in Costa Rica. Lugo and AA launched a website for online buying and telemarketing company- 24/7 hotline; with no success. There are currently no Independent Beauty Consultants nor does Mary Kay have Costa Rica listed on the website that includes 35 markets on five contents for other countries. I propose two new services: 1) No tax or shipping costs for online purchases for Costa Rican residence 2) Build a store in Costa Rica where customers can walk-in and buy; without feeling the pressure of a consultant. Need and Existing Global Market Listed below are 3 methods/ways that there is both a need as well as an existing global market for......

Words: 2796 - Pages: 12

Premium Essay

C212 Marketing

...Western Governors University Marketing C212 Ruby Wilburn 3/31/2015 A1. New Products and Services The organization that I have chosen to propose two new products or services will be John Deere and the country I will focus my responses on is Cuba. In 1960, a trade embargo was imposed on Cuba by the United States, but on December 2014, the current United States President stated that he plans on lifting the trade embargo. Though an exact date has not been given “the initial surge of excitement among U.S. businesses after December 17 was palpable: Finally, an opportunity to enter a largely unexploited market, forbidden for half a century” ("Let's Make a Deal: Doing Business in Cuba," n.d.) This opportunity will allow John Deere to offer products such as their heavy farming equipment. The two products I have chosen that will be new to their market is heavy duty compact tractors and seeding/planting tractors. “John Deere tractors would enable local farmers to raise more crops many farmers work their fields with teams of oxen, and Cuba imports two-thirds of its food” (Cuban market could be boon to U.S. businesses. (n.d.)) A1.a Method The target market for the products are the farmers of the urban and organic farms in Cuba. The three different methods that will help me determine that there is both a need as well as an existing market include, focus groups, the internet search engines such as Google, and government sources. Since the......

Words: 2748 - Pages: 11

Premium Essay

Services Marketing

...Services have special characteristic and service quality can vary. Therefore, satisfaction is harder to achieve and service recovery and customer’s retention is key service management tasks. ervices have special characteristic and service quality can vary. Therefore, satisfaction is harder to achieve and service recovery and customer’s retention is key service management tasks. ------------------------------------------------------------------------------------------------------------------------------------- Abstract: Customer expectations play a crucial role in shaping satisfaction evaluation. The expectations are formed through past experiences, brand image, word of mouth, advertising or promotions. Customer expectations need to be thoroughly explored by the management for several reasons, it gives them accurate picture of the customer wants, and how the expectations are formed, how the company can influence or manage the expectation. The expectations can also change with cultural roots of the customer. In today’s global market it is beneficial to develop and market the company to diverse market segment. Introduction: In today’s fast paced world the biggest challenge faced by service industry is to retain its customer loyalty. It is easy to see why customer loyalty is of utmost importance, simply put it guarantees future revenue and shareholder value. Customer loyalty is strongly linked to customer satisfaction and service quality. In order to be competitive......

Words: 2671 - Pages: 11