...tutor | Dinesh Nanayakkara | Time | Monday | 1pm to 2pm | Content 1. Introduction 3 2. Situational Analysis 4 2.1 PEST Analysis 2.2 SWOT Analysis 2.3 Current IMC Analysis 2.4 Competitors Analysis 3. Marketing Strategies 9 3.1 Marketing strategies 3.2 Target Market 3.3 Campaign Objectives 4. Campaign 11 5.1 Theme, Message and Brand Values 5.2 Promotional Tools 5.3 Campaign Budget 5.4 Schedule 5.5 Evaluation 5. Appendices 17 6. References 23 1. Introduction Lidl was founded in Germany as a grocery wholesaler in 1930. Its first shop in the UK opened in1994 and has grown to over 500 shops. This report outlines Lidl’s Integrated Marketing Communications (IMC) plan to raise brand awareness, customer satisfaction and to increase the company’s market share. It is also the start for a new era by introducing an online shopping service which is absolutely crucial to stay competitive in the UK’s grocery industry. Furthermore, by extending Lidl’s Deluxe range the company is responding to the shift in buyer behaviour where more and more middle income shoppers are going to Discounter because of the current economical situation. This report is divided to three parts. The first part shows the PEST, SWOT, Competitors analysis and an overview of Lidl’s current IMC strategy which reflect the company’s current situation. In the second part, this paper outlines...
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...Luis Thompson ANTH 252 Doctor Hemphill Yokuts v. Cherokee I. Introduction This paper is a basic introduction to two native North American tribes; the Yokuts of the California cultural area and the Cherokee of the Southeast cultural area. First I we will delve in to the general backgrounds of these two tribes, followed by an in depth examination of Religious beliefs practiced by each tribe, as well as the Life cycle rituals of the Yokuts and Cherokee. Directly proceeding this we will then contrast the former in depth examinations with that of the Tlingit tribe who resided in the Northwest culture area and also we will contrast The Yokuts and the Cherokee with the Zuni tribe who reside in the Southwest cultural area. General Background: Yokuts The Yokut tribe is a group of native North Americans found in the California culture area. The Yokut tribe inhabited the San Joaquin Valley of California. The Yokut tribe has been broken up into three main groups based on the area that their territory encompassed. The are the Northern Valley Yokuts who inhabited the region beginning in the northern most San Joaquin valley, present day Stockton, to the area where the San Joaquin Valley turns northward toward the Calaveras and Mokelumne rivers, or present day Modesto. The Next division is known as The Southern Valley Yokuts. This group of Yokuts lived in the Southern San Joaquin Valley from the upper forks of the Kings River, present day ...
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...Concepts and Theories in Politics Welcome to Introduction to Politics! This lecture will supplement what you will hear in class. I’m going to discuss some important methodological and substantive issues having to do with political science, including the role of concepts and theories, human nature and politics, and ideologies. If you need more background, I suggest taking a look at Sheldon Wolin, Politics and Vision; C.B. Macpherson, The Real World of Democracy; or Robert Dahl, A Preface to Democratic Theory. To begin with, in some ways it is a misnomer to speak of political “science.” One crucial difference between political science and the natural sciences is that in the latter there is normally only one dominant paradigm at a time, while in the former there are what might be called competing paradigms. As T.S. Kuhn establishes in The Structure of Scientific Revolutions, there was a paradigm shift from the Ptolemaic to the Copernican universe; in other words, from the idea that the Earth is the center of the universe we move to the idea that the Earth in fact goes around the sun, a radical conception when it was first put forward in 16th-century Europe but one that is now universally accepted. In the social sciences, however, there is no overriding consensus on how to analyze reality (or even on what counts as reality). In political science, for example, three major views may be distinguished on power and authority in the United States: (a) the pluralist model, in which...
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...Factors That Contribute to Nurse Manager Retention Mickey L. Parsons, Jana Stonestreet Disclosures Nurs Econ. 2003;21(3) * Print * Email Introduction The purpose of this study was to describe factors that contribute to a health system's successful retention of nurse managers. This study is the first of a series that will provide the foundation for developing the nursing organization as a "health-promoting organization." The background and significance, theoretical framework, study findings, and executive strategies are discussed. The results and implications are intended to guide executive strategies, including organizational interventions, to build the nursing organization for quality patient care and positive working environments. Background and Significance The glue that holds the hospital together are the first-line managers. However, these managers are caught in a crossfire. Torn between multiple needs — patient, the staff, and the administration — nurse managers have been downsized and stretched over multiple units (Curtin, 2001). Nurse managers responsible for multiple units are severely challenged to maintain the needed blend and balance of clinical and business management, which is essential to staff nurse retention. Report after report identifies the importance of the nurse manager in retaining nursing staff (Boyle, Bott, Hansen, Woods, & Taunton, 1999; Corser, 1998; Cullen, 1999; Flannery & Grace, 1999; Fletcher, 2001; Kerfoot, 2000; Leveck...
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...------------------------------------------------- Marketing Feasibility Study The purpose of the Marketing Feasibility Study is to determine the suitability of this property for profitable development, and to define optimal products and amenities in accordance with projected market demand, and to project sales absorption and annual revenues from development of this property. The methodology entails examination of the site's market potential followed by research on the real estate consumer market and on competitive real estate products. Research findings are analyzed with respect to property location, potential competition, and preliminary development plans to define marketing feasibility in terms of potential market share, marketing constraints and opportunities and projected absorption rate and pricing ranges. These feasibility components provide the basis for definitive recommendations on development potential, development strategy and a cost-effective marketing and sales strategy. Marketing feasibility study for your successful project The study of the market is an essential point which is indispensable in the study of any economic feasibility for any proposed project that is because it shows the success or failure of any investment project in the provision of services or products to the largest number of consumers. It also shows the power of a project in continuation where it determines the degree of competition, policies of pricing, among other important matters...
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...Analysis of an Argument Questions for the GMAT® Exam This document contains all Analysis of an Argument questions used on the GMAT® exam. Each question is followed by this statement: Discuss how well reasoned you find this argument. In your discussion be sure to analyze the line of reasoning and the use of evidence in the argument. For example, you may need to consider what questionable assumptions underlie the thinking and what alternative explanations or counterexamples might weaken the conclusion. You can also discuss what sort of evidence would strengthen or refute the argument, what changes in the argument would make it more logically sound, and what, if anything, would help you better evaluate its conclusion. The following appeared as part of an annual report sent to stockholders by Olympic Foods, a processor of frozen foods: “Over time, the costs of processing go down because as organizations learn how to do things better, they become more efficient. In color film processing, for example, the cost of a 3-by-5-inch print fell from 50 cents for five-day service in 1970 to 20 cents for one-day service in 1984. The same principle applies to the processing of food. And since Olympic Foods will soon celebrate its 25th birthday, we can expect that our long experience will enable us to minimize costs and thus maximize profits.” Discuss how well reasoned . . . etc. The following appeared in a memorandum from the business department of the Apogee Company: “When the Apogee...
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...Analysis of an Argument Questions for the GMAT® Exam This document contains all Analysis of an Argument questions used on the GMAT® exam. Each question is followed by this statement: Discuss how well reasoned you find this argument. In your discussion be sure to analyze the line of reasoning and the use of evidence in the argument. For example, you may need to consider what questionable assumptions underlie the thinking and what alternative explanations or counterexamples might weaken the conclusion. You can also discuss what sort of evidence would strengthen or refute the argument, what changes in the argument would make it more logically sound, and what, if anything, would help you better evaluate its conclusion. The following appeared as part of an annual report sent to stockholders by Olympic Foods, a processor of frozen foods: “Over time, the costs of processing go down because as organizations learn how to do things better, they become more efficient. In color film processing, for example, the cost of a 3-by-5-inch print fell from 50 cents for five-day service in 1970 to 20 cents for one-day service in 1984. The same principle applies to the processing of food. And since Olympic Foods will soon celebrate its 25th birthday, we can expect that our long experience will enable us to minimize costs and thus maximize profits.” Discuss how well reasoned . . . etc. The following appeared in a memorandum from the business department of the Apogee Company: “When...
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...New-fangled league: Cruise, Medical, Film, Wedding and Spiritual tourism Shivgit Dhaliwal 1.Abstract Tourism is an age old activity associated with civilized nations. Thus, tourism literature too has a long history. This paper critically exam the positioning of a New-fangled league of tourism products in India. The creation of New- fangled tourism products like medical tourism, spiritual tourism, religious circuits, wedding tourism, cruise tourism, caravan tourism and film tourism has served to widen the net of this sector. Inbound tourism is booming and the country is going all out to lure more travelers from around the world. Contrary to perceptions across the world that tourism in India is still limited to traditions, the country is opening up with trendy tour packages and reasonable air travel deals to woo inbound visitors from every segment. The paper will explore the different innovative ideas for improving tourism product which have added a new dimension to the tourism industry. Thus, it’s going to focus on different forms and positioning of tourism products in India. The benefits of this work would be presenting insights into a new-fangled tourism products and consumers of such, and an understanding of the challenges destinations face along the New- fangled league tourism life cycle. Finally, the practical benefits of this work to industry include a greater understanding of positioning and targeting their products. To illustrate...
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...International Journal of Sociology and Social Policy 30 Whose Solution is It? Development Ideology and the Work of MicroEntrepreneurs in Caribbean Context by Marina Karides, Florida Atlantic University An economic leader in the Caribbean, the Republic of Trinidad and Tobago has incorporated micro-business development as one of its main strategies to alleviate poverty and unemployment and to spawn economic growth since the late 1980s (ILO 1991, 1998, Ministry of Finance 1996). Although the discovery of natural gas in the early nineties catapulted Trinidad’s economic growth rate to four percent per annum, unemployment and poverty continue to affect a large portion of the population. The majority of the population has not benefited from Trinidad’s economic growth. Thus, the government has attempted to create “a nation of entrepreneurs” in order to relieve some of the inequality that defines the society (Ministry of Trade and Industry 1997). Trinidad’s expansion of micro-enterprise programs reflects an international trend. Endorsed by non-governmental organizations, private financial institutions, international development agencies, including the World Bank, many scholars and development practitioners also view microenterprise assistance as a panacea for Third World poverty (Johnson and Kidder, 1999; Mosley and Hulme, 1998; Dignard and Havet, 1995; Grosh and Somolekae, 1996; Rakowski, 1994). Micro-enterprise development programs generally consist of training in business skills...
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...Aptitude Testing and the Legal Profession 6 June 2011 Dr. Chris Dewberry Birkbeck, University of London 1 Acknowledgement: I wish to thank Chris Hutton for his help in compiling information in the section of this report entitled Aptitude Tests Currently Used in the Professional Services Sector, Appendix 3, and Appendix 4. 2 Contents Executive Summary ................................................................................................................... 6 The Background to this Report................................................................................................ 12 An Introduction to Aptitude and Aptitude Tests ..................................................................... 13 A Brief History of Psychological Ability Testing ....................................................................... 16 The Origins of Testing .......................................................................................................... 16 The Birth of the Modern Ability Test ................................................................................... 17 The Introduction of Group Testing ...................................................................................... 19 The New Science of Psychological Testing .......................................................................... 20 The Growth of the Ability and Aptitude Testing Industry ................................................... 20 Aptitudes and...
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...management KEY CONCEPTS • • • • • • • • • • • • ACORN brand personality buy class buy phase buying centre centralised purchasing choice criteria consumer decision-making process creeping commitment decision-making unit (DMU) financial lease interaction approach • • • • • • • • • • • just-in-time (JIT) delivery/purchasing life-cycle costs lockout criteria operating lease organisational buying behaviour reference group relationship management reverse marketing strategic partners total quality management (TQM) value analysis 78 Sales environment 3.1 DIFFERENCES BETWEEN CONSUMER AND ORGANISATIONAL BUYING There are a number of important differences in emphasis between consumer and organisational buying that have important implications for the marketing of goods and services in general and the personal selling function in particular. Fewer organisational buyers Generally, a company marketing industrial products will have fewer potential buyers than one marketing in consumer markets. Often 80 per cent of output, in the former case, will be sold to perhaps 10–15 organisations, meaning that the importance of one customer to the business to business marketer is far in excess of that to the consumer marketing company. However, this situation is complicated in some consumer markets where the importance of trade intermediaries, for example, supermarkets, is so great that, although the products have an ultimate market of many millions of people, the companies’ immediate customers rank alongside...
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...MARKETING COMMUNICATIONS To Caroline, Arthur, Dan and Becky MARKETING COMMUNICATIONS JOHN EGAN Australia G Canada G Mexico G Singapore G Spain G United Kingdom G United States Marketing Communications John Egan Publishing Director John Yates Production Editor Lucy Mills Typesetter Newgen, India Text Design Design Deluxe Ltd, Bath, UK Publisher Jennifer Pegg Manufacturing Manager Helen Mason Production Controller Maeve Healy Printer Rotolito Lombarda S.p.A. Italy Development Editor Tom Rennie Marketing Executive Leo Stanley Cover Design www.mulcaheydesign.co.uk Copyright © 2007 Thomson Learning The Thomson logo is a registered trademark used herein under licence. For more information, contact Thomson Learning High Holborn House 50-51 Bedford Row London WC1R 4LR or visit us on the World Wide Web at: http://www.thomsonlearning.co.uk This edition published 2007 by Thomson Learning. All rights reserved by Thomson Learning 2007. The text of this publication, or any part thereof, may not be reproduced or transmited in any form or by any means, electronic or mechanical, including photocopying, recording, storage in an information retrieval system, or otherwise, without prior permission of the publisher. Every effort has been made to trace all the copyright holders, but if any have been inadvertently overlooked the publisher will be pleased to make the necessary arrangements at the first opportunity. Please contact the...
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...UNIT – 1 / ADVERTISING Advertising Literal meaning of Advertising: Advertising was originated from a Latin term ―advertire‖ which means ―to turn to.‖ The dictionary meaning of the term advertising is ―to give public notice or to announce publicly.‖ Definition of Advertising: The American Marketing Association has defined Advertising as ―any paid form of non-personal presentation and promotion of goods, services or ideas by an identified sponsor.‖ Elaboration of the above definition: First advertising is ―paid for‖ that means it involves commercial transaction. Secondly advertising is ―non-personal‖ that means it is directed towards a mass audience not directed towards any individual as it is in the case of personal selling. Finally advertising is identifiable with its sponsoring authority or advertiser. It discloses or identifies the source of opinions and ideas, it presents. Einstein College of Engineering Objectives of Advertising: There are two types of Advertising Objectives, I. II. General Objectives. Specific Objectives. I. General Objective a) Stimulating Demand – It can be done in two ways, first the present users of the product may be persuaded to increase the present rate for product consumption. Second way is to attract the new users into the market by telling them the qualities of the product. b) Increased profits. II. Specific Objectives of Advertising a) Preparing ground for new product. b) Facing competition. c) Informing the changes to the...
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...of view · The point of view shifts with the narration, from Robert Walton to Victor Frankenstein to Frankenstein’s monster, then back to Walton, with a few digressions in the form of letters from Elizabeth Lavenza and Alphonse Frankenstein. falling action · After the murder of Elizabeth Lavenza, when Victor Frankenstein chases the monster to the northern ice, is rescued by Robert Walton, narrates his story, and dies tense · Past foreshadowing · Ubiquitous—throughout his narrative, Victor uses words such as “fate” and “omen” to hint at the tragedy that has befallen him; additionally, he occasionally pauses in his recounting to collect himself in the face of frightening memories. tone · Gothic, Romantic, emotional, tragic, fatalistic themes · Dangerous knowledge; sublime nature; texts; secrecy; monstrosity motifs · Passive women; abortion symbols ·...
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...Analyzing and Interpreting Literature 2012 Examination Guide These materials are owned and copyrighted by the College Board. They may not be posted on the Internet or on any other public document sharing site. The materials in these files are intended for PERSONAL USE ONLY. Violations of this policy may be subject to legal action including, but not limited to, payment for each guide that is disseminated unlawfully and associated damages. V isit our website at w ww.collegeboard.org/clep f or the most up-to-date information. © 2011 The College Board. College Board, CLEP, College-Level Examination Program, SAT and the acorn logo are registered trademarks of the College Board. inspiring minds is a trademark owned by the College Board. All other products and services may be trademarks of their respective owners. Visit the College Board on the Web: www.collegeboard.org. Introduction This is the only official guide to the 33 College-Level Examination Program® (CLEP®) exams. CLEP exams are administered on computer test centers across the country. This Guide has been written mainly for adults who are making plans to enroll in college, but it contains information of interest to others as well. College-bound high school students, current college students, military personnel, professionals seeking certification and persons of all ages who have learned or wish to learn college-level material outside the college classroom will find the Guide helpful as they strive...
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