This study is based on an organisation and a existent life individual scenario which contains assorted constituents. As a Marketing Consultant I have provided some observations and suggestions to the current state of affairs on this study which requires cognition of “ Marketing Management ” that identify the possible mark market in footings of clients and their demands for the hereafter and offer solutions for the organisation.
Therefore, the Scenario based on this organisation whose purpose is to cognize the best mark market for the concern in footings of clients and what are the deductions of the concern and what to be considered on gap and developing his new film concern.
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Besides, I have explained the importance of understanding the Decision Making Unit for Mr. Barry Champion to his possible clients and for those who attended the Plaza before he purchased it and how he can obtain information/intelligence and efficaciously utilize it for his concern.
I have developed and produced a rival ‘s analysis from a certain metropolis in USA and I encouraged proper selling theoretical accounts to help him. There are information/intelligence that I have been able to obtain on the rival analysis that will be of aid to Mr. Barry Champion.
Last, I drafted a Selling program to embrace Mr. Barry Champion ‘s first twelvemonth of concern at the Plaza Cinema.
The Plaza Cinema in Elderwood is the same as other film concern in a new environment but it can besides be a different concern from others. What I would state is that, there are marketing deductions to be known and understood and some of the deductions based in gap and developing a new concern for the film that should be considered. Here are some of the deductions ; –
The value creative activity and bringing sequence consists of three parts and these value stages have cost selling deductions ;
The first stage ; is Choosing the value, this stage stand for the “ Homework ” selling must make before any merchandise exists. The selling staffs have to section the market, select the appropriate market mark and develop the offering ‘s value placement. The usage of the expression “ Segmentation Targeting, Positioning ( STP ) ” is the kernel of strategic selling. After taking the value the 2nd stage is supplying the value, where selling must find specific merchandise characteristics, monetary values and distribution. And for the 3rd stage is pass oning the value by using the sale force, advertisement, gross revenues publicity, and other communicating tools to denote and advance the merchandise.
Value creative activity and Delivery Sequence
Some extra Selling Deductions that will assist Mr. Barry Champion on developing his freshly film concern. As follows: –
He should cognize his ain concern ( what does he make, how do u bring forth it, how do u sell it, who do u sell it to, where, at what monetary value ) .
To cognize what people needs, what people thinks they need, and to cognize how to pass on with your ain mark.
Selling is about fiting people demands, manufacturer demands in a specific context of competition taking into history the short and long term every bit good.
Making a hunt on an effectual manner to act upon offline behaviour
Remind audience of when and where to tune in
Building head portion in competitory amusement landscape
Increasing monetisation chances
I would wish to advice Mr. Barry that he should cognize what is meant by Marketing Environment and its deductions, as it refers as the histrions and forces outside selling that affect marketing direction ‘s ability to construct and keep successful relationships with mark clients. As for deductions he should be cognizant of the impacts of developing a new concern.
It is of import for Mr. Barry Champion to understand the significance of Decision Making Unit ( DMU ) of his bing and future clients and obtain some of the information/intelligence to utilize it efficaciously for his concern.
The existent merchandising procedure interrupt down into two parts one is the determination doing unit ( DMU ) and two is the determination devising procedure ( DMP ) .
The importance of Decision Making Unit for possible clients:
It consists of all of the people who will play a function in the determination to buy a merchandise. Harmonizing to the selling mix plan must understand the demands of each of these persons and happen a manner on how to pass on the selling message to each of them.A These people are identified as:
Instigators — – people who request that something be purchased. They may be users or others in the organisation.
User — – people who uses the merchandise and acquire benefit from the merchandise.
Influencer — – people who helps the decider to make up one’s mind on the merchandise they want, it can be an analyst or an rating group etc.
Decider — – people or a group who normally decides on a merchandise they want, it can be a director etc.
Approver — – people who authorize the proposed actions of deciders and purchasers.
Buyer — – people who issue the cheque for case the single consumer or the buying agent.
Gatekeeper — – people who have the power to forestall Sellerss or information for making members of the purchasing Centre. E.g. receptionists, buying agent etc.
The significance of Decision Making Process for possible clients:
Decision doing unit is an interaction of doing a buying determination where Decision doing procedure is a description of this interaction.A By understanding this procedure a sales representative will be able to understand who, how, and when to work on acquiring the client order.
Problem acknowledgment ; foremost the mark consumers must go cognizant that they have a demand that is related to the service or merchandise being offered. They besides have to be cognizant of the companies that are offering it, and the merchandise availability.A If they do n’t hold the consciousness, so they are non traveling to do a determination in your favour.A
Information hunt ; Once they have decided to purchase, they have to seek for information.A May be make up one’s minding to purchase a rug is one determination ; make up one’s minding to purchase a place theater is another decision.A The hunt for information already obtained in this instance is much more complex.A Particularly if you are a first clip purchaser of a place theater, your cognition of place theater is traveling to be limited.A
You are traveling to hold to larn some of the nomenclature, so you are likely traveling to hold a pretty intensive hunt for information.A You are non traveling to hold an intensive hunt on information for taking alternate carpet.A You are good down the acquisition curve because you have been purchasing it for a long clip and you know all about it.A
Evaluation of options ; They have to make up one’s mind that they are traveling to pass some money and purchase the merchandise or service but their attribute involvement to purchasers vary by merchandise illustration tyres ; safety, tread life, monetary value and drive quality.
Purchase determination ; with the rug choice, the merchandise is right in forepart of you.A It is a speedy determination ; you are likely merely traveling to catch one.A Or possibly there is a trade name name in your caput because ofA intensive advertising.A The place theater is a different narrative ; you are traveling to desire to shop around, you are traveling to desire to look at the public presentation and specifications of the place theatre.A How much can you pass? A That is traveling to act upon your decision.A
Post-purchase rating ; the post-purchase rating is an frequently disregarded aspect in the consumer Decision Making Process ( DMP ) , but many companies are paying a batch of attending to this right now.
When you purchase a bike, most automobile franchises study you to happen out how you felt about purchasing that bike from their dealership.A What was the bike like when you picked it up? Were all of the things that you expected done? A Was this explained to you?
This is all a portion of the post-purchasing rating were non merely do we necessitate to understand who is involved in the determination to do the purchase, but we have to understand where they are in the procedure, because depending on where they are, we have to supply them different sorts of information. Apparently, It is of import, though, to observe that as a merchandise matures and consumers become more familiar with it, their information needs alteration.
Besides he should understand some of the advantages and disadvantages of a group determination devising:
Provides more complete information
Offers a greater diverseness of experiences and positions
Make more accurate determinations
Increases the legitimacy of a determination.
Additions credence of a solution
Generates more options
Equivocal duty for the results of determinations
Increased force per unit areas to conform to the group ‘s mentality ( groupthink )
Is more time-consuming and less efficient
Minority domination can act upon determination procedure
Mr. Barry should be able to garner and obtain information/intelligence and efficaciously usage of it by ; –
Selling directors rely on internal studies on orders, monetary values, costs, stock list degrees, receivables, collectible and so on. By analysing this information they will be able to descry of import chances and jobs as follows: –
A company has to develop and actuate the sale force to tag and describe new development ; gross revenues representatives are the 1s to pick up information missed by other agencies, but sometimes they fail to go through on that information and they should cognize which type of information to direct to which directors. The company has to sell its gross revenues force on their importance as intelligence gathered.
A company has to actuate distributers, retail merchants and other mediators to go through along of import intelligence ; must engage specializers to garner selling intelligence. The typical inquiries on this for the shoppers are: did the sale associate act as if he wanted your concern? Or how long before gross revenues associate greeted you? and was the gross revenues associate knowing about merchandises in stock?
A company can put up a client consultative panel ; members sometimes include representative clients or the company ‘s largest clients or its most vocal clients. It ‘s good to hold consultative panels made up of alumnas and recruiters who provide valuable feedback on the course of study.
Gross saless information system ; selling directors should necessitate seasonably and accurate studies on current gross revenues by cognizing the gross revenues of the service each eventide.
By utilizing a rival film of I have been able to bring forth and develop a rival analysis and besides promote on how to utilize selling theoretical accounts in helping Mr. Barry and his employees.
Rival analysis in selling and strategic direction is an appraisal of the strengths and failings of current and possible rivals. It provides both an violative and defensive strategic context by identify chances and menaces. Competitor profiling combines all of the relevant beginnings of rival analysis into one model in the support of efficient and effectual scheme execution, preparation, monitoring and accommodation. Let ‘s see the advantages and disadvantages of Competitor analysis: –
Advantages of rival analysis:
Might give you thoughts for new engineering and methodological analysis that could be applied within your ain organisation.
Enables you to place spreads in the market for merchandises, services or enterprises.
Aids you to monetary value your goods and services both competitively and strategically.
Disadvantages of rival analysis:
Excessively much focal point on the activities of rivals might take a concern into going reactive alternatively of proactive, ensuing in a deficiency of invention and a deficiency of alone individuality in the market.
Involves a committedness of resource which will hold an built-in cost to the concern.
Fault analysis of rivals might ensue in doing hapless concern determinations in order to vie.
I have come across this company in London – United Kingdom called Westlondon Gold Cinema where I was able to obtain some of the competition analysis for that company as follows ; –
Its market is highly concentrated with the multiplexes taking a portion of box office grosss. At the other terminal of the film market, are little, household run film which are frequently seen by the populace as being run down and in demand of redevelopment, but priced competitively. There is small between these two extremes.
However, while the multiplexes offer a certain type of experience, the prospective proprietors ‘ believe that there is still a possible untapped niche which little film can work and which the multiplexes would hold problem viing with in the short term.
Other possible rivals are similar niche film which focus on selling a life style ( eg film which merely screen independent films ) .
Taking a big country of the market in which film compete, the market would be the amusement market by and large. Peoples have a limited sum of disposable income and a limited sum of clip which can be spent on amusement. As such, films are besides viing with bars, featuring events, place film, travel and eating houses. It is submitted that Gold Class film would be a strong rival in the general amusement market at a niche degree.
SWOT Analysis of Westlondon Gold Class Cinema
It is improbable that be aftering permission for a new film would be given by the local Council. As such, every bit far as film go, a client ‘s lone option is to either go to this film or the multiplex.
The obtaining of a spirits licence gives the film a competitory advantage which is sustainable to a grade.
Patrons are merely likely to pay a premium monetary value for a film when blockbuster films are released. A deficiency of hit films could do it hard to sell tickets.
It is non possible to protect the rational belongings behind the construct of a Gold Class film.
There are plentifulness of little, household run film which are presently fighting. The down market and the Gold Class construct give the proprietors the chance to buy film at a sensible monetary value and turn them back into profitable industry.
If the construct proved to be a success, there is nil halting the multiplexes from offering a similar service.
The Gold Class construct based on people willing to pass a little more to bask a more epicurean film experience. If the economic system was to loss, value added concerns like Gold Class film would be the hardest hit.
There is a menace that by offering intoxicant in the film, the jobs associated with anti-social behaviour could go on.
The SWOT analysis for the Plaza Cinema concern ;
The planning permission for a new film is constructing in a center of the town surrounded by stores auto park, fabrics in fact it is in a local country.
The eating wont during movie, less ticket cost by 50 % and the quotation mark that says “ anything goes ” at the film lead to a competitory advantage.
Patrons are merely likely to pay a premium monetary value for foreign movies with English captions. If there are no new films this could do it hard to sell tickets.
There are faithful few who deserted the place for a picture and a few tins of beer in their forepart room
There are plentifulness of little, household run film which are presently fighting. Due to few markets and the Plaza film construct give Mr. Barry Champion the chance to buy film at a sensible monetary value and into profitable endeavors.
If it proved to be a success, there is nil halting the place film would be able to offer a similar service from other countries.
The Plaza Cinema concepts rely on people are willing to pass a little more to bask a more epicurean film experience. The same as for Gold Class film if the economic system was to loss, value added concerns like Plaza Cinema would be the hardest hit in that country.
There is a menace that by offering intoxicant in the film, the jobs associated with anti-social behaviour could follow that is why Mr. Barry is seeking to work out this.
Due to this Competitor analysis of SWOT analysis it shows that there are some of similarities between the two Cinema industry and the differences is that of Newlondon Gold Cinema that uses a manifold film
In order to obtain information/intelligence and efficaciously utilize it marketing intelligence system will be of aid. It refers as a set of processs and beginnings directors use to obtain mundane information on developments in the selling environment.
Selling directors should roll up marketing intelligence by intelligence documents and trade publications, reading books, speaking to clients, providers and distributers and run intoing with other company directors.
There are ways sellers can happen relevant information on rivals ” merchandise strength and failings and drumhead remarks and overall public presentation evaluation of a merchandise, service or providers.
Distributor or gross revenues agent feedback site — – the site offers both positive and negative merchandise and services reappraisals, but the shops or distributers have built the site themselves. Likely for Amazon.com offers an attractive feedback chance through which editors, purchasers, readers, and others can reexamine all merchandises listed in the site, particularly books.
Customer ailment sites — – these signifiers are designed chiefly for disgruntled clients. Reviewers frequently tend to offer positive remarks due to fiscal inducements and possible cases for false negative remarks.
Independent client good and services reappraisal forums — – these forum include good known web sites such as Bizrate.com, consumerreview.com for case for the Bizrate.com combines consumer feedback from two beginnings ; its 1.2 million members who volunteered to supply evaluations and feedback to help shoppers, and study the consequences on services quality collected from clients of shops listed in Bizrate.
Combo-site offering client reappraisals and adept sentiments — – the site is concentrated in fiscal services and high tech merchandises that require professional cognition. The importance of this type of reappraisal site lies in the fact that a merchandise provider can compare sentiments from the experts with those from consumers.
A company can web externally ; it can buy rivals ‘ merchandise ; go toing unfastened houses and trade shows ; read rivals ‘ published study ; go toing shareholders ‘ meetings ; speak to employees, distributers, traders, providers, and agents ; cod rivals ‘ ads ; and look up new narratives refering rivals. Competitive intelligence must be done lawfully and ethically.
He should cognize that Competitive intelligence is more concerned with “ making the right thing ” than “ making the thing right ” .
The end of a rival analysis is to develop a profile of the nature of scheme alterations each rival might do and each possible response to the scope of likely strategic moves other companies could do, and each rival ‘s likely reaction to industry alterations and environmental displacements that might take topographic point.
Competitive intelligence should hold a resolved aim — to develop the schemes and tactics necessary to reassign market portion productively and systematically from specific rivals to the company. Last, he should be cognizant that ; failure to roll up, analyze and act upon competitory information in an organized manner can take to the failure of the house itself.
The company should continuously roll uping marketing intelligence. The staffs can scan the cyberspace and major publications, separate relevant intelligence, and spread a intelligence bulletin to selling directors. It collects and files of import information and aid directors in measuring new information.
Selling program is a formal papers which describes how a given belongings ( can be a trade name, a merchandise, or a service ) is to be marketed. It covers all characteristics of selling for this object, including ( but non limited to ) advertisement, publicities, and gross revenues. Apart from that, a selling plans cover between one and five old ages.
Marketing programs provides selling ends every bit good a model in which they can be achieved. Harmonizing to that, they should incorporate non merely a selling scheme, but the context for that strategy.A
There are many grounds why one would set about the authorship of a selling program. You should be able to larn the why and how of selling programs.
Although any type of belongings can be marketed, selling programs do differ depending on what industry is being targeted and what is being marketed peculiarly. You should be able to larn more on types of selling programs.
The Marketing program comprises of: –
Here is a Selling program for Mr. Barry Champion ‘s first twelvemonth of concern at the Plaza Cinema.
1.0 Executive Summary:
The 3rd rural film Plaza is in a little ‘once ‘ industrial town called Elderwood in the West Yorkshire. It presently has 250 seats maximal with both a downstairs stalls country and little gallery upstairs. Few old ages ago, the organisations have become bit by bit smaller so that the largest audience that attends now gathers to watch movies with English captions.
Elderwood is 14 stat mis from the chief cities of Leeds Bradford and Wakefield located more towards the Pennine vale that divide Yorkshire from Lancashire. Its environing country has a little farther instruction college and the Head Office of a little national edifice society who target environmental houses and re-building of old semi-derelict houses.
Besides there is a little multi-national chemical works down the route where domestic detergent and cleansing agents are produced and packaged from the national supermarket. Apart from national supermarket, there is besides a fabric Millss in the locality where it bring forth little measures of specialised fabric that attracts the tourers. The narrow gage canal base on ballss through the Centre of Elderwood that creates boats brings with it go throughing trade from boat users and a trade when canal boat festival are held at the canal basin.
The Plaza is in the center of the town, dedicated auto park, at the rear surrounded by little stores. The population in this country is normally ageing. There are several olds peoples ‘ places and sheltered lodging in the country.
The proprietor of the Cinema Plaza Mr. Barry Champion Samantha Farmer and has the accomplishments, expertness and capital to do this theater win. Mr. Barry has successfully managed a two film house one in Skipton North Yorkshire where it was purchased in 1930 from one of his household members and the other near Bakewell in Derbyshire. Mr. Barry won the esteemed “ Best Rural Cinema ” award for his work on the Royal by the British Academy of Film and Television Arts ( BAFTA ) . Some few old ages back he was able to develop accomplishments in theatre direction and film choice while set uping of import relationships with cardinal people in the industry. Mr. Barry has the accomplishments and ability to update and overhaul the film edifice so that it will be comfy and welcoming surrounding.
The Plaza has a repute of being cheerful and inexpensive, where tickets ever cost less than 50 % of the cost of those in the new multi-cinema. Ice picks and Choc-ices are available parking services the entree country for autos conveying handicapped and a incline for their wheel chairs kids are allowed to convey Sweets in the auditorium besides female parents can feed their babes during movies at the terminal of the movie people make some remarks.
Gross saless Forecast Figure 1.0
Current Marketing Situation
Plaza Cinema is a new film concern for the first twelvemonth of its operation. Its movie services have been good appreciated and selling will be cardinal to development of service and merchandise consciousness every bit good as the growing of client base. Cinema Plaza offers several services like less ticket, ice pick parking, and other services.
2.1 Market Summary
Plaza Cinema has good information about the market and knows a great trade the common quality movies of the most possible clients.
The profile for the typical Plaza Cinema clients consists of the undermentioned geographic, demographic and behavior factors:
Plaza Cinema has set geographic country at Elderwood 14 stat mis off from cities of Leeds. The Plaza can function locally and nationally foreign movies with English caption for its clients.
Entire targeted population is non yet known
Children tend to cover the widest scope including immature audience through grownups.
There is a little ratio between male and female audience.
Customers spend money on tickets, nutrient, and parking.
Customers enjoy watching movies with captions, for female parents enjoy feed their babes during the movie, as for childs enjoy eating during the movie.
Customers have active life style of watching movies on weeknight eventides.
The Plaza Cinema provides the community with a broad scope of movies locally and nationally for foreign films with English captions. The company seeks to carry through the undermentioned benefits that are of import to its clients.
Film quality — – Customers do work hard for their money and do non bask passing it on uninteresting movies.
Customer service — – the place require to construct a sustainable concern that has a loyal to client base.
The market tendencies are demoing continued growing in all way of the Plaza Cinema.
With the low monetary value of ticket due to competition by other Cinema Companies, the Plaza Cinema has a steady growing and more people have seen the benefits of its services.
The undermentioned SWOT analysis contains the cardinal strength and failing within the company and describes the chances and menaces confronting the Plaza Cinema.
In – depth industrial experience and its nature
The usage of extremely efficient flexible concern theoretical account using direct client gross revenues and the service provided
The Cinema edifice is in a center of the town surrounded by stores auto park, fabrics etc.
Creative company members.
A concerted work environment.
Efficient in usage of stuffs
Low operating expense and designed to accommodate to the market ‘s demands
Offering an low-cost theater experience
Limited clip because of employees
Limited fiscal resources
Engagement within an industry
Marketing attempts to assist turn the general market
Need for unrecorded theater in our market
Decreasing experiences offered through schools and other publically supported public presentation activities
Loss of authorities grants
Competitive experiences, including dinner theater
Change in audience attending
Challenges procuring public presentation installations
Competition for rural film comes in a figure of different signifiers. In general you can depict the indirect competition as any amusement option in the local country. Competition comes from the local auto park fabric, and assorted eating houses.
As I mentioned before, the direct rival is the Plaza Cinema located 14A stat mis from the chief cities of Leeds. The incommodiousness this presents for Plaza Cinema locals presents a enormous chance for the theatre.
Live theatrical public presentations
Bites and Beverages during the movie
2.5 Key to Success
Careful direction of internal fundss to command costs.
Great client service.
Proper movie choice for the audience and the theatre ‘s environment.
Grosss from a mix of both traditional film rates and other quality bites and drinks.
2.6 Critical Issues
The major issue is to face is lack of audience. They have a solid foundation of dedicated, originative workers that make things go on, but their concern depends on there being an audience. If they decreases even to 400, that is non plenty for them to turn or even prolong the concern.
However, with the combined experience, dedication, instruction and invention of the company, they can implement programs and schemes that will non merely vouch a growing in audience but in their concern every bit good.
The Plaza Cinema has a pool of resources in their staff to pull from. They plan to utilize our combined attempt to set up a stronger relationship with local community and its possible clients.
Their scheme is based on the construct that:
Quality public presentations generate repetition purchases.
Awareness of ticket gross revenues place.
The Plaza Cinema was created to convey a higher degree of amusement to people from all walks of life. They are dedicated to conveying assurance, quality instruction, self-growth, and societal issues to the public schools by set uping relationships with communities, educational establishments and other clients.
There was an healthy sale in twelvemonth one
Modest by stable net income border by twelvemonth one
3.0 Financial Aims
Decrease client ticket costs by 50 % of the cost
Increase support by 50 % .
3.1 Target Market
They are aiming a general audience that consists of grownups, kids, and the aged with an involvement in amusement and the humanistic disciplines. They are besides aiming pedagogues from all degrees of instruction. We offer a unique and valuable experience for their pupils and themselves with the public presentations.
For pedagogues and parents alike who value instruction and positive experiences, The Plaza Cinema offers awareness-strengthening, and educational theatrical experience for the kids and the pedagogues involved. Unlike the other companies in rural countries.
Strengthen their relationship with school territories and other educational establishments that are our major protagonists in support and concern.
3.4 Marketing Mix
The Plaza film selling mix is comprised of the undermentioned attacks to pricing, distribution, advertisement and publicity, and client services.
Pricing — – this based on a merchandise per retail monetary value
Distribution — – it will utilize retail as good
Ad and publicity — – different methods will be used for advertizement
Customer service — – thirstily to accomplish bench marked degree of client attention
The Plaza Cinema will execute weeknight eventides for less ticket cost of 50 % off.
3.6 Break – even Analysis
The interruption even analysis will be required in monthly gross revenues gross to make the interruption – even point. The fixed costs are based on a monthly budget for a show, including production and promotional stuffs.
The Average-Per-Unit gross is based on what they receive per individual, per month, i.e. ticket gross revenues. The Average-Per-Unit Variable Cost is based on how much it costs us per individual for each show.
3.7 Gross saless Forecast
Here are anticipating sale for the twelvemonth based on current net incomes. With the expected growing of the audience, and in effect of their repute, they expect to turn in audience at least by 50 % . It will steadily increase gross revenues as the advertisement budget allows.
3.8 Expenses Forecast
The disbursals forecast will be used as a tool to maintain the industry section on mark and supply indexs when corrections are needed for the proper execution of the selling program.
The intent of the Plaza Cinema selling program is to function as a usher for the organisation. Below are some of the countries to be monitored so as to steer public presentation.
Expenses — – monthly and one-year
New merchandise development
Gross — – monthly and one-year
The undermentioned mileposts place the cardinal selling plans, as it is of import to carry through each one on clip and on budget.
The selling organisation consists of Mr. Barry Champion, John and Jenny Kent: They have divided duties based on accomplishment. They need meetings to discourse our advancement and our budget
Troubles and Hazards
An entry into the market by an already established market rival.
Problem bring forthing visibleness, it ‘s a map of being an cyberspace based get down up organisation.
4.3 Worst Case Risk Include
Intellectual capital to cover liabilities
Determining that the concern can non back up itself on an on-going footing.
I think based on obtaining information the company can utilize on-line client feedback systems to roll up affectional intelligence ; client ‘s feedback facilitates aggregation and distributing information on a planetary graduated table, at usual low cost. There is an on-line forum or client reappraisal board where one clients ‘ rating of a merchandise or a provider can be distributed to a big figure of other possible purchasers and obvious to sellers seeking information on the competition.
Presently bing channels of feedback are message board, threaded treatment forum that allow users to post new and follow up bing station ; treatment forum which are more like bulletin boards ; sentiment forum ; which feature more in-depth, chat suites and length reappraisals. Apparently, chat suites have an advantage of leting users to portion experiences and feelings ; sometimes their unstructured nature makes it difficult for sellers to happen relevant messages in order to turn to this issue assorted companies have adopted structured systems like Marketing Memo, snaping on the Competition for a sum-up of the major classs of structured online feedback system.