...QUESTIONS - OCTOBER 2012 ------------------------------------------------- Tutorial 1 * Overview Run through Unit Plan and Assignment question. * Introduction * Definition of Marketing * Importance of knowing the difference between objective, strategy and tool * Importance of Target Market process. * Importance of knowing Positioning. * The evolvement of Marketing Mix from 4Ps to 9Ps but syllabus covers the fundamental which is 4Ps. * Expectations * Tutor’s expectations. * Importance of attendance. * Those with less than 50% attendance will have to meet up with the lead lecturer and stand a chance to be barred from final exam. Tutorial 2 Lecture 1 – Introduction to Marketing ______________________________ 1. How does an organization create a customer? 2. (a) Identify the four types of utility and give an example of each. (b) Why is utility such an important feature of marketing? 3. (a) Define relationship marketing, and describe how it fits into the marketing concept. (b) Why is determining the lifetime value of a customer an important analysis for a company to take? Tutorial 3 Lecture 2 – Understanding Marketing Management _________________________________________ 1. What is the difference between a firm’s mission and its objectives? Why is it important that both are conveyed...
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...Coursework submission sheet Academic Year 2013/ 2014 Programme | BA Fashion Business | Unit | Fashion Marketing 1 | Term | 1 | Teachers | Fabio Ciquera (FC), Abdullah Abo Milhim (AB), Karen Bacchus (KB), and Claudia alvarez kuzteer (CA), | Name and Surname | Tasneem Bhojwani | Student Number | FB1132017490 | Deadline of the submission | Time: Between 12:00-13:00 Date: 28TH November 2013 | Signature | Tasneem Bhojwani | ***Late submission will be penalised*** PLAGIARISM DECLARATION By sending this message I certify that I have read and that I understand the regulations of The University regarding plagiarism and unauthorized collusion. I understand that all of the assignments submitted by me in the course of this module should be work written by me, and that they should clearly cite and reference each and every source that was used in their development. Where I use the actual words of a source, I must put those words inside quotation marks. I understand that the inclusion of a quotation in my answer only adds academic value if I discuss or analyse it, or compare or contrast it with other materials. I understand that submitting materials, or parts of materials, that were not created by me, without clear citation of the source, constitutes academic plagiarism and is a punishable act of academic fraud. I have read and I understand the explanation of how to cite and reference my sources which is available at per the student handbook and guideline...
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...com) going to paralyze them once again." CEO of Ask.com after acquisition of Lexcio Publishing Group1 Ask.com is America’s fourth largest search engine with a considerable fan following and market share of around 4%. Recently Ask.com has expanded into European and Asian market. Ask.com is known for its technical innovation even thought it is not a market leader in search engine technology, yet it is one search engine which refuses to fade away. Interestingly it has been seen that while Google continues to expand, while Yahoo and Windows Live are struggling to maintain their market share, and one time giant Time Warner (AOL) is now reduced to a small player and gets its search results from Google, Ask.com has managed to retain its small but considerable market share. This may be attributed to heavy spending by Ask’s parent company IAC on advertising and Marketing. But continuous innovation like Ask3D which merges all results with images and maps in same result page, technological advance like morph which intelligently shows most relevant result type, and sometimes cashing on Market situations like the introduction of AskEraser after privacy concerns erupted when AOL released data of 650,000 users have managed to keep Ask.com in the market2. It has not been shy of competing with the market leaders like Google, its Ask3D feature was a winner over Google’s Universal Search technology3. Its features are so appealing that some of them have been copied by Yahoo and Windows Live like...
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...ed productsLevi’s Type 1 Jeans A clothier, such as Levi Strauss, that has been around for 150 years is bound to have their share of hits and misses because fashion is terribly fickle and largely unpredictable. But this doesn’t mean you should ignore your target audience. In late 2002, Levi Strauss began a massive marketing push to launch what was being touted as one of the company’s most significant launches in history, Type 1 Jeans. The line unnecessarily went to great lengths to accentuate all those signature design details already long-associated with Levi’s, such as the red tab logo, buttons, rivets, and the two-horse back patch. To accompany the launch, Levi Strauss spent $2 million on an artsy, misguided Super Bowl commercial that confused viewers. Going against common practice, they placed Type 1 in retailers with inconsistent prices, ranging from $30 at a retailer like JC Penney’s to over $100 at Barney’s, with no discernable difference in quality. Levi Strauss pulled the entire line after less than two years and Type 1 proved to be the proud clothier’s most spectacular flop. How marketing can cause a product to fail? [Tata Nano Case Study] by DR VIKRAM VENKATESWARAN on MAY 30, 2012 | * ------------------------------------------------- * ------------------------------------------------- * ------------------------------------------------- * ------------------------------------------------- 6 inShare * ------------------------------------------------- ...
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...Blockbuster Analysis Company Background Information The first Blockbuster store opened in 1985 in Dallas, Texas and has now expanded to operate 6,500 video rental stores (“Blockbuster Inc.,” n.d.). The chain began as a competitor to smaller video rental stores with a much wider selection in movie and eventually game rentals (“Blockbuster Inc.,” n.d.). Blockbuster quickly grew and opened stores across the nation along with its first stores in London and Canada in the late 1980s (“Blockbuster Inc.,” n.d.). In 1994 Viacom bought out Blockbuster after the company had acquired two music companies, Sound Warehouse and Music Plus, making it a very successful corporate giant in the video rental business (“Blockbuster Inc.,” n.d.). Although Blockbuster has faced many challenges with its “new ownership, increased competition, and a relatively soft market for videos,” Blockbuster has been able to remain in the movie rental industry (“Blockbuster Inc.,” n.d.). Despite the company’s struggles and dwindling cash flow in the late 1990s, Blockbuster decreased its rapid expansion, but slowly continued to open stores so that it featured a store close to every large neighborhood in the country (“Blockbuster Inc.,” n.d.). Currently, Blockbuster is still facing struggles in the video rental industry but is working to compete against its newer main competitors, Netflix and Redbox (Merced, 2010). After filing for bankruptcy in late September of 2010, Blockbuster was purchased by...
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...Evaluating company resources and competitive capabilities In the previous chapter we descrbed how to use the tools of industry and competitive analysis to assess a company’s external situation. In this chapter we discuss the techniques of evaluating a company’s resource capabilities, relative cost position, and competitive strength versus rivals. Company situation analy’external market circumstances and to its internal resources and competitive capabilities. The sopotlight of company situation analysis in trained on five questions: 1. How well is the company’s present strategy working? 2. What are the company’s resource strengths and weaknesses and its external opportunities and threats? 3. Are the company’s prices and costs compaetitive? 4. How strong is the company’s competitive position relative to its rivals? 5. What strategi issues does the company face? To explore these questions, four new analytical techniques will be introduced: SWOT analysis, value chain analysis, strategic cost analysis , and competitive strength assessment. These techniques are basic stragic management tools be-cause they expose the ccompany’s resource strengths and deficiencies, its best market opportunities, the outside threats to its future profitability, and its compertitive standing relative to rivals. Insightful company situation analysis is a precondition for identifying the strategic issues that management needs to address and for tailoring strategy to company resources...
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...DECLARATION I hereby declare that I have submitted an original piece of work. The secondary research work has been properly cited and acknowledged. Zoya Ishaq June 25, 2011 ____________ _____________ _________________ Name of student Date Signature DEDICATION I dedicate this report to my grandfather Malik Anwar-ul-Haq who passed away on October 6, 2010. He was my source of encouragement, motivation and inspiration. He was a best friend, a companion, a teacher, a father and a man with a dignified character and an impressive personality. Bareabu, this is for you to thank you for all your effort, time, love and support in making me who I am today and to tell you that you will always be remembered. ACKNOWLEDGEMENT First and foremost, I am extremely grateful to Allah Almighty for showering His blessings on me continuously and helping me at every stage of life and providing me with the ability to complete this report successfully. I would like to thank my parents for their trust and belief in me always. They make me who I am today with their unconditional love. My humble gratitude and word of appreciation is also for Ms Saira Farooqi, Head of the BBA Department at Kinnaird, and Ms Manal Talat for providing me with the courage to make a name as a student of BBA for 4 years. They have been a motherly figure...
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...9-709-424 JULY 1, 2008 MIKOŁAJ JAN PISKORSKI HANNA HAŁABURDA TROY SMITH eHarmony Greg Waldorf, the CEO of eHarmony, was in his car driving down the Interstate 10 Freeway after a day-long meeting with eHarmony’s senior leadership team. The sole purpose of this October 2007 meeting was to decide how the company should address recent competitor actions. After many deliberations, Waldorf’s executive team was able to identify four strategic options. Now, Waldorf and Greg Steiner, the President and COO, who was sitting next to him, were debating which option the company should pursue. As the two whizzed down the car pool lane, passing cars stuck in traffic, they reflected on eHarmony’s success. This online personals site targeted marriage-minded individuals and offered a unique product which combined an extensive relationship questionnaire, a patented matching system and a guided communication system. Despite charging a premium for its services, eHarmony had experienced phenomenal membership growth while its competitors stalled. As a consequence, it was able to increase its paying membership base to slightly less than a half of its largest competitor, even though it entered the market six years after they did. The success of eHarmony did not go unnoticed. From the beginning, competitors had been copying some of the company’s product features and closing the price gap. More recently, Match, eHarmony’s biggest competitor, had increased its advertising expenditures...
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...Tutor: Ellinor Torsein Abstract Title: “Branding by doing” – a study in refraining from traditional marketing Bachelor thesis in Marketing, 15 ECTS, School of Business, Economics and Law, University of Gothenburg Michael Arvidsson & Robin Agné Ellinor Torsein Acne Studios, brands, “Branding by doing”, communication channels, fashion industry, non-traditional marketing communications, The Swedish fashion wonder, traditional marketing communications, word-of-mouth marketing To determine required conditions to adopt “Branding by doing” as a marketing approach in the Swedish fashion industry. Question 1: What conditions are required of a company to refrain from traditional marketing communications? Question 2: How is “Branding by doing” applied in practice? Question 3: For what reasons do companies refrain from traditional marketing communications? Methodology: This thesis has a hermeneutical approach. A qualitative research method is used and empirical results are based on a case study. Theories of brand management and word-of-mouth marketing. The primary data is collected from interviews with Suhrab Lachin, Credit & HR Manager at Acne Studios and Daniel Björk, fashion journalist and author. There are four main conditions required in order to apply “Branding by doing”; product focus and uniqueness, an elaborate corporate culture, a strong customer relationship, consequence and clearness in actions. The product becomes the main communication channel of the brand. Course: ...
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...1 of 83 file:///D:/000004/Buy__ology.html 08/08/2009 10:45 2 of 83 file:///D:/000004/Buy__ology.html CONTENTS TITLE PAGE FOREWORD BY PACO UNDERHILL INTRODUCTION 1: A RUSH OF BLOOD TO THE HEAD The Largest Neuromarketing Study Ever Conducted 2: THIS MUST BE THE PLACE Product Placement, American Idol , and Ford’s Multimillion-Dollar Mistake 3: I’LL HAVE WHAT SHE’S HAVING Mirror Neurons at Work 4: I CAN’T SEE CLEARLY NOW Subliminal Messaging, Alive and Well 5: DO YOU BELIEVE IN MAGIC? Ritual, Superstition, and Why We Buy 6: I SAY A LITTLE PRAYER Faith, Religion, and Brands 7: WHY DID I CHOOSE YOU? The Power of Somatic Markers 8: A SENSE OF WONDER Selling to Our Senses 9: AND THE ANSWER IS… Neuromarketing and Predicting the Future 10: LET’S SPEND THE NIGHT TOGETHER Sex in Advertising 11: CONCLUSION Brand New Day APPENDIX ACKNOWLEDGMENTS NOTES BIBLIOGRAPHY ABOUT THE AUTHOR COPYRIGHT FOREWORD PACO UNDERHILL It was a brisk September night. I was unprepared for the weather that day, wearing only a tan cashmere sweater underneath my sports jacket. I was still cold from the walk from my hotel to the pier as I boarded the crowded cruise ship on which I was going to meet Martin Lindstrom for the first time. He had spoken that day at a food service conference held by the Gottlieb Duttweiler Institute, the venerable Swiss think tank, and David Bosshart, the conference organizer, was eager for us to meet. I had never heard of Martin ...
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...1 of 83 file:///D:/000004/Buy__ology.html 08/08/2009 10:45 2 of 83 file:///D:/000004/Buy__ology.html CONTENTS TITLE PAGE FOREWORD BY PACO UNDERHILL INTRODUCTION 1: A RUSH OF BLOOD TO THE HEAD The Largest Neuromarketing Study Ever Conducted 2: THIS MUST BE THE PLACE Product Placement, American Idol , and Ford’s Multimillion-Dollar Mistake 3: I’LL HAVE WHAT SHE’S HAVING Mirror Neurons at Work 4: I CAN’T SEE CLEARLY NOW Subliminal Messaging, Alive and Well 5: DO YOU BELIEVE IN MAGIC? Ritual, Superstition, and Why We Buy 6: I SAY A LITTLE PRAYER Faith, Religion, and Brands 7: WHY DID I CHOOSE YOU? The Power of Somatic Markers 8: A SENSE OF WONDER Selling to Our Senses 9: AND THE ANSWER IS… Neuromarketing and Predicting the Future 10: LET’S SPEND THE NIGHT TOGETHER Sex in Advertising 11: CONCLUSION Brand New Day APPENDIX ACKNOWLEDGMENTS NOTES BIBLIOGRAPHY ABOUT THE AUTHOR COPYRIGHT FOREWORD PACO UNDERHILL It was a brisk September night. I was unprepared for the weather that day, wearing only a tan cashmere sweater underneath my sports jacket. I was still cold from the walk from my hotel to the pier as I boarded the crowded cruise ship on which I was going to meet Martin Lindstrom for the first time. He had spoken that day at a food service conference held by the Gottlieb Duttweiler Institute, the venerable Swiss think tank, and David Bosshart, the conference organizer, was eager for us to meet. I had never heard of Martin ...
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...Event Marketing HOW TO SUCCESSFULLY PROMOTE EVENTS, FESTIVALS, CONVENTIONS, AND EXPOSITIONS Leonard H. Hoyle, CAE, CMP JOHN WILEY & SONS, INC. Event Marketing The Wiley Event Management Series SERIES EDITOR: DR. JOE GOLDBLATT, CSEP Special Events: Twenty-first Century Global Event Management, Third Edition by Dr. Joe Goldblatt, CSEP Dictionary of Event Management, Second Edition by Dr. Joe Goldblatt, CSEP, and Kathleen S. Nelson, CSEP Corporate Event Project Management by William O’Toole and Phyllis Mikolaitis, CSEP Event Marketing: How to Successfully Promote Events, Festivals, Conventions, and Expositions by Leonard H. Hoyle, CAE, CMP Event Risk Management and Safety by Peter E. Tarlow, Ph.D. Event Sponsorship by Bruce E. Skinner and Vladimir Rukavina The Complete Guide to Destination Management by Pat Schauman, CMP, CSEP Event Marketing HOW TO SUCCESSFULLY PROMOTE EVENTS, FESTIVALS, CONVENTIONS, AND EXPOSITIONS Leonard H. Hoyle, CAE, CMP JOHN WILEY & SONS, INC. This book is printed on acid-free paper. Copyright © 2002 by John Wiley & Sons, Inc., New York. All rights reserved. Published simultaneously in Canada. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning or otherwise, except as permitted under Sections 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher...
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...of becoming world major R&D centers for technology and telecommunication. Two top Chinese telecom equipment firms have announced their plans to collaborate with Pakistan: Huawei is working with UET Lahore and ZTE will setup R&D center in Islamabad. The goal of the policy makers should be to increase the rate of transfer of technology from abroad, broaden the pool of local skilled workforce and accelerate the local production of telecom equipment and handset parts etc. PTCL was established to operate cellular telephony. The company commenced its operations, under the brand name of Ufone, from Islamabad on January 29, 2001. Ufone continued on the path to success. The Company further expanded its coverage and has added new cities and highways. Ufone has network coverage in more than 5442 locations and across all major highways of the country. Ufone, a wholly owned subsidiary of Pakistan Telecommunication Co....
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...Differentiation: Concept, Positioning according to Ries and Trout, Various Tools of Differentiation; Product Decisions and Strategies; Product Mix; Product Life Cycle; Brand Positioning; Brand Identity; Equity and Packaging. Developing Market Strategies and the Offerings - Part II: Introduction to Service Marketing; Differentiating Services; Product and Service Price; Response to Change in Price; Pricing Strategies. Delivering Marketing Programs – Part I Marketing through Channel Partners; Wholesalers and Retailers: Current Trend; Channel Management. Delivering Marketing Programs – Part II Market Communication, Process for Effective Communication; Advertising; Different Advertising Media; Sales Promotion; Public Relations; Direct Marketing; Personal Selling: Concepts and Process; Management of Sales Force Suggested Reading: 1. Marketing Management by Kotler Philip; Publisher: Prentice-Hall of India 2. Marketing Management by Ramaswamy V S and Namakumari; Publisher: S Macmillan India Ltd. 3. Marketing Management by Saxena Rajan; Publisher: Tata McGraw-Hill 4. Marketing in India Cases and Readings by Neelamegham S; Publisher: Vikas...
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...Theories of Communication – MCM 511 VU LESSON 01 COMMUNICATION Defining communication Communication is seen as central to our everyday ideas about what makes life worth living. It is not surprising that academicians have attempted to unravel the secrets of the communication process. In this section of the study we will examine the theorizing and theories of this discipline of communication. To understand communication theory we need to understand the nature of communication. Nature of communication People define terms in different ways, and those differences in definition can have a profound impact on the extent to which we understand each other and the way we move forward with both academic and everyday pursuits. Given the variety of ways in which words are used and understood, we are often ill-served to search for the single, so-called correct definition of a term. In other words, it is better to evaluate definition in terms of their utility rather than in terms of their correctness. So we should not assume that there is always a single right way to define a concept. There is a great deal of variation in the definitions. Some are very abstract and some are extremely specific. Few definitions are cited below. Communication is the process by which an individual (the communicator) transmits stimuli (usually verbal) to modify the behavior of other individuals (the audience). (Hovland Janis and Kelly in 1953) Communication is the process by which we understand others and in turn...
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