...Defining the Problem: Since the admittance of Aspirin, the over-the-counter medicine (OCM) market has become highly saturated and highly competitive. One brand struggling to find the white space and remain an all-round market leader is Allround. They remain a frontrunner in many market areas including: brand awareness, brand trials, most frequently purchased, and conversion ratio. Where they start to fall down the market ladder is in their retention ratio. They are trailing by 3.4% in retention, which Allround’s brand assistant believes could be because of “new brands and brands that fill very specific needs often have high retention rates than brands that are mature or not highly targeted” (Pharmasim 20). With the raised competition in the cold medicine department our retention ratio will lower with the abundance of options for the specific consumer. The problem lies in how Allround becomes the retention ratio market leader in a highly competitive market. Another problem falls within the consumer’s health concerns and their access to data through the worldwide web and word-of-mouth. When choosing an OCM product, consumers may look at the ingredients, side effects, and what specifically it will cure and/or treat. Side effects are of specific concern and consumers mostly mentioned “drowsiness due to antihistamines or alcohol” as a “negative side effect” (Pharmasim 17). Allround uses both of these ingredients in their formula. Although trying to promote it as a mostly...
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...SECTION - I 1 INTRODUCTION TO MARKETING PART I Unit Structure 1.0 Objectives 1.1 Introduction 1.2 Meaning & Definitions of marketing 1.3 Importance of marketing 1.4 Scope of marketing 1.5 Concepts of marketing 1.6 Role of marketing manager in changing environment 1.7 Summary 1.8 Exercise 1.0 OBJECTIVES After studying this chapter students will be able to: Understand the meaning and definition of marketing. Explain the nature of marketing Discuss the importance of marketing Know the scope of marketing Explain the concepts of marketing 1.1 INTRODUCTION The emergence of ‗marketing‘ as a business discipline is of relatively recent origin. Though it has been practiced from the time of barter through money economy to today‘s modern complex marketing system, exchanges have been taking place. The ideas associated with marketing have undergone a great deal of change over centuries. Even after marketing became a full–fledged business discipline. Marketing, more than any other business function, deals with customer. It revolves around the customer. Building relationship based on customer value and satisfaction is at the very heart of modern marketing. The pricing strategies adopted the promotional tools selected; the design, shape and size of the product and the place of sales etc. are all decided after finding out the lifestyle, culture, buying habits and media consumption habits etc of all customers Marketing links producers and consumers together for mutual...
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...China Fragile Superpower This page intentionally left blank Fragile Superpower Susan L. Shirk China 2007 Oxford University Press, Inc., publishes works that further Oxford University’s objective of excellence in research, scholarship, and education. Oxford New York Auckland Cape Town Dar es Salaam Hong Kong Karachi Kuala Lumpur Madrid Melbourne Mexico City Nairobi New Delhi Shanghai Taipei Toronto With offices in Argentina Austria Brazil Chile Czech Republic France Greece Guatemala Hungary Italy Japan Poland Portugal Singapore South Korea Switzerland Thailand Turkey Ukraine Vietnam Copyright © 2007 by Susan L. Shirk Published by Oxford University Press, Inc. 198 Madison Avenue, New York, NY 10016 www.oup.com Oxford is a registered trademark of Oxford University Press All rights reserved. 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, or otherwise, without the prior permission of Oxford University Press. Library of Congress Cataloging-in-Publication Data Shirk, Susan L. China: fragile superpower / by Susan L. Shirk. p. cm. Includes bibliographical references and index. ISBN 978-0-19-530609-5 1. Nationalism—China. 2. China—Politics and government—2002– I. Title. JC311.S525 2007 320.951—dc22 2006027998 135798642 Printed in the United States of America on acid-free paper For Sam, Lucy, and David Popkin This page intentionally left...
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