...Marketing engineering work report By jiahang 2012.6. Team members 唐田伟 09093914 （leader） 任静 09093926 高承明 09093904 雷鹤 09093907 想开林 09093972 BrainCell Internet Advertising • Solver Introduction BrainCell is positioned to sell cell phones, call plans, and mobile services to end-user customers using the Internet exclusively as its unique sales channel (though it also will employ call centers to some extent, mostly for technical upport and billing questions). Partneri ng with one of the largest available communication networks in Europe, BrainCell follows the same business strategy for its cell phones that Internet banks use with their banking operations: reducing its operational costs through the absence of physical branches and local infrastructure and then using these saved costs to reduce prices and increase competitiveness. As a relatively new offering, one of the challenges facing the company is identifying and targeting prospective customers. Market research shows that the customers who are most likely to go to the Internet to fulfill their mobile communication needs tend to be well educated, wealthier than the average population, heavy Internet users, and already technically familiar and equipped with cell phones. Given this target population, it seems natural (and cost effective) to use the Internet as a key communication channel to advertise the offerings and launch a promotional campaign. BrainCell recently began to develop promotional...
Words: 4697 - Pages: 19
...Consumers make many complex buying decisions everyday and the buying patterns and behaviors are the focal point of analysis for the marketers. Large companies spend hefty amounts in research and analysis of the basic questions as what consumers buy, how they buy, where they buy, how much they buy and when they buy. Consumers buying behavior is primarily influenced by the external and internal stimuli which depict the multiple buying patterns and behaviors. According to one market expert “The human mind doesn’t work in a linear way”. The consumers’ mind is a black box which has the characteristics and decision process influenced by the marketing stimuli i.e. the 4Ps and the environment itself. The same happens with TiVo. Despite of having a revolutionary product with a bundle of innovative and productive features, TiVo suffers disappointing sales performance during 1999. TiVo faced a slow start which was supported by the marketing team as lack of awareness and hard to communicate functionalities, the lesson of initial slow sales became a catalyst for a new communications strategy. The marketing team had to come up with a new marketing campaign and positioning strategy. The marketing team can adopt three options of positioning TiVo: 1) as a Digital Video Recorder (DVR) 2) a television network that users create on their own 3) as an enhanced VCR. According to Keast, “there is a mystery in the sharp contrast between the inertia of prospects and the evangelical zeal of TiVo users”...
Words: 2250 - Pages: 9
...Assessing Smartpens in Teaching and Learning An Extended Essay Presented to Mr. Edward Jay M. Quinto Mapua Institute of Technology in partial fulfillment of the requirements English for Academic Purposes 2 (ENG11) by Reymond A. Alferos Edward Joshua C. David Khent A. Mendoza Joshua P. Par September 2015 Acknowledgments Sincere gratitude is extended by the researchers to the following who never ceased in helping until this paper is structured: Their parents and friends for giving them support all throughout the progress in constructing the research paper; Ms. Michel T. Alferos, for sharing her time and ideas regarding the research, to make the research interview possible; Mr. Edward Jay M. Quinto, for being the best ENG11 teacher who guides and gives us advices and strategies on constructing our research paper; Above all, outmost appreciation to the almighty God for the goodness, kindness and divine wisdom He has given to us. R.A.A E.J.C.D K.A.M J.P.P Abstract This study was conducted to assess Smartpen in teaching and learning. This paper focuses on Smartpen, the features of Smartpen, their application on teaching and learning, impact, and problems on using Smartpen in teaching and learning. The necessary information for this qualitative extended essay were acquired through an interview with an expert and journal...
Words: 3639 - Pages: 15
...Apple: 7 3. Marketing strategy: 8 3.1 Ignore your critics: 8 3.2 Turn the ordinary into something beautiful: 8 3.3 Justify your price: 9 3.4 Communicate with the language of your audience: 9 3.5 Extend the experience: 9 3.6 Build a tribe: 9 3.7 Become the name: 9 4. The success of Apple: 10 4.1 For any product that Apple creates, the people who create it have to want it themselves: 10 4.2 The product has to be easy to use: 10 4.3 Keep things simple: 10 4.4 Offer great customer service and in-store experience: 10 4.5 Apple only makes product if Apple can do it better: 10 5. Competitors analysis: 11 6. Research objectives: 14 7. Primary Research Method: 14 8. Research Findings: 15 9. Buyer Behavioral Theories: 16 9.1 Means End Chain: 16 9.2 Reference Group: 17 9.3 Classical Conditioning Theory: 17 9.4 Positioning Map: 18 9.5 Fishbein Model: 19 10. Conclusion: 22 11. Recommendations: 22 12. References: 23 Appendix: 24 Executive Summary: This report’s aim is to identify the background and history of the apple company and how the iphone is developed and become one of the most necessary products of people. Furthermore, it is presented the marketing strategy as well as the competitive environment. It is a well known fact that Apple is a most successful company worldwide. This happens because of the successful marketing strategy that uses and the distinctive characteristics which the Apple’s products provide to their...
Words: 4981 - Pages: 20
...Specifying Information Systems for Business Process Integration – A Management Perspective1 Joerg Becker, Alexander Dreiling, Roland Holten, Michael Ribbert University of Muenster Dept. of Information Systems Leonardo-Campus 3 48149 Muenster, Germany {isjobe|isaldr|isroho|ismiri}@wi.uni-muenster.de Abstract Supply chain management and customer relationship management are concepts for optimizing the provision of goods to customers. Information sharing and information estimation are key tools used to implement these two concepts. The reduction of delivery times and stock levels can be seen as the main managerial objectives of an integrative supply chain and customer relationship management. To achieve this objective, business processes need to be integrated along the entire supply chain including the end consumer. Information systems form the backbone of any business process integration. The relevant information system architectures are generally well-understood, but the conceptual specification of information systems for business process integration from a management perspective, remains an open methodological problem. To address this problem, we will show how customer relationship management and supply chain management information can be integrated at the conceptual level in order to provide supply chain managers with relevant information. We will further outline how the conceptual management perspective of business process integration can be supported by...
Words: 10488 - Pages: 42
...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...
Words: 39131 - Pages: 157
............................................ 4 2.2 The analyses of apple’s porter 5 forces ............................................................................... 6 2.2.1. Competitive Rivalry or Competition with Apple .................................................... 7 2.2.2. Bargaining Power of Apple’s Customers/Buyers .................................................... 7 2.2.3. Bargaining Power of Apple’s Suppliers .................................................................. 8 2.2.4. Threat of Substitutes or Substitution ....................................................................... 8 2.2.5. Threat of New Entrants or New Entry..................................................................... 9 2.3The PESTEL analysis of apple............................................................................................. 9 2.3.1. Political Factors Affecting Apple’s Business ........................................................ 10 2.3.2 Economic Factors Important to Apple.................................................................... 10 2.3.3....
Words: 17218 - Pages: 69
...and travelling muds, and ready-to-drink beverages. Company Mission “To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time” is the mission statement of Starbucks (Starbucks Coffee Company, 2015). Starbucks aims as to serve premium coffee, excellent customer service and valuable experience to the customers. Starbucks values the customers, suppliers and also the society. Starbucks tends to create the warmth and belonging culture, so that their customers can enjoy an energetic and wonderful day from the start of the Starbucks coffee. Starbucks keeps improving the quality of products and services; also, the growth of the company and the sustainable future of the community and environment. S.W.O.T. Analysis Strengths * Well-known developed company that been around since 1971 (Starbucks Coffee Company, 2015). * There are more than 20,000 stores in over 60 countries (Starbucks Coffee Company, 2015). * Operates in convenient locations such as malls, main streets, and near commercial buildings. * Customer reward program: offers Starbucks reward points to keep customers’ loyalty – (Starbucks Coffee Company, 2015). * Gives customers nutrition information on foods they sell (Starbucks Coffee Company, 2015). * Has a...
Words: 4209 - Pages: 17
...Defending a Domestic Position against Global Entries Abstract The paper offers a systematic review of strategic options available to incumbents coping with threats and attacks by a global firm. The framework makes it possible to review and analyze action alternatives based on the entry stage, the attack focus and defense tactics. Even though the globalization process has exposed domestic incumbents to greater threats, incumbents’ options have also increased. The doors of trade liberalization swing both ways. Opportunities for collaboration increase while anti-globalization movements and national patriotism can be mobilized for effective defense.. The framework presented in this paper builds on existing strategic theories and concepts in addition to published case studies. It offers a flexible and dynamic approach for reviewing alternative strategies for implementation and research. Key words: Defensive strategies, Incumbents, Global threats, Global opportunities, Globalization trends. Defending a Domestic Position against Global Entries Yaron Timmor; Samuel Rabino; Jehiel Zif Introduction In the age of globalization, many domestic firms are threatened by the entry of global firms (Baker and Ballington 2002; Beardsley et al. 2002; Roberts Nelson and Morrison 2005; Thoumrungroje and Tansubaj 2004). Equipped with mega brands, know-how and economies of scales, global and multinational firms shove aside and even trample local players (Douglast, Quelch and Taylor 2004;...
Words: 8842 - Pages: 36
...intimate relationship with its bottlers and distributors at the retail level. Basically, the company is engaged into blending raw material ingredients (product planning), packaging in plastic canisters (market research) and shipping to bottlers (advertising). In 1886, John Stith Pemberton invented the company’s flagship product Coca-Cola. Today, Coca-Cola Company offers more than 400 brands in over 200 countries and territories and serves approximately 1.5 billion servings daily. The Coca-Cola Company manufactures the concentrates, beverage bases and syrups that bring uniqueness in the products and sells them to its 300 bottling companies. Bottling partners serve as the producers and distributors of the brands and the main connectors between the...
Words: 3270 - Pages: 14
...Researchers from the Department of Precision Instrument and Mechanology will help the NOKIA Company finish a design of hardware enablers for future mobile communication devices during one-year project. And the project is to explore the enabling HW technologies for future mobile communication device concepts, with the focuses on the flexibility, biominicry, and modularization. This is to be done with soft-mechanics inspired by nature’s designs and electro-mechanics integration as the key technologies. Soft-mechanics could be instrumental for providing soft interaction between machines and humans, while electro-mechanics integration enables a novel approach to create highly functional, tiny terminals. 2 The research drivers Future mobile communication devices will have more functions packed in small size and they are going to be used for communication, information searching and browsing as a natural extension of human capabilities in everyday life. One of the key drivers for future mobile devices is to enable drastic change of the physical appearance of mobile terminals to soft and comfortable human centered devices with totally new product category possibilities. The modularization of main components and flexible connectivity will enable the adaptability to different user group needs and allow the freedom to use and transport the device in most convenient way. 2.1 Background Some researcher said that as mobile phones become more like handheld computers and consumers...
Words: 8406 - Pages: 34
...------------------------------------------------- Top of Form Bottom of Form This website is currently not being updated due to the suspension of Federal Government services. The last update to the site was October 1, 2013. Updates to the site will start again when the Federal Government resumes operations. If you need to report a workplace fatality, hospitalizations, an imminent danger situation, or you are filing a hazard complaint, please contact our toll free number: 1-800-321-OSHA (6742); TTY 1-877-889-5627 (or contact OSHA’s area and regional offices during normal business hours.) Federal Registers - Table of Contents | • Publication Date: | 02/14/2007 | • Publication Type: | Final Rules | • Fed Register #: | 72:7135-7221 | • Standard Number: | 1910 | • Title: | Electrical Standard; Final Rule | | | | [Federal Register: February 14, 2007 (Volume 72, Number 30)] [Rules and Regulations] [Page 7135-7221] From the Federal Register Online via GPO Access [wais.access.gpo.gov] [DOCID:fr14fe07-14] ----------------------------------------------------------------------- Part II Department of Labor ----------------------------------------------------------------------- Occupational Safety...
Words: 91983 - Pages: 368
...Facts...............................................................................................................3 Business Description...........................................................................................4 History...................................................................................................................6 Key Employees...................................................................................................11 Key Employee Biographies................................................................................12 Major Products and Services............................................................................20 Revenue Analysis...............................................................................................21 SWOT Analysis...................................................................................................22 Top Competitors.................................................................................................28 Company View.....................................................................................................29 Locations and Subsidiaries...............................................................................31 Dell Inc. © MarketLine Page 2 Dell Inc. Company Overview COMPANY OVERVIEW Dell Inc (Dell or “the company”) is one of the leading technology companies, offering a broad range of products, including desktop personal computers...
Words: 9917 - Pages: 40
...B2B Brand Management Philip Kotler ´ Waldemar Pfoertsch B2B Brand Management With the Cooperation of Ines Michi With 76 Figures and 7 Tables 12 Philip Kotler S. C. Johnson & Son Distinguished Professor of International Marketing Kellogg School of Business Northwestern University 2001 Sheridan Rd. Evanston, IL 60208, USA p-kotler@kellogg.northwestern.edu Waldemar Pfoertsch Professor International Business Pforzheim University Tiefenbronnerstrasse 65 75175 Pforzheim, Germany waldemar.pfoertsch@pforzheim-university.de ISBN-10 3-540-25360-2 Springer Berlin Heidelberg New York ISBN-13 978-3-540-25360-0 Springer Berlin Heidelberg New York Cataloging-in-Publication Data Library of Congress Control Number: 2006930595 This work is subject to copyright. All rights are reserved, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilm or in any other way, and storage in data banks. Duplication of this publication or parts thereof is permitted only under the provisions of the German Copyright Law of September 9, 1965, in its current version, and permission for use must always be obtained from Springer-Verlag. Violations are liable for prosecution under the German Copyright Law. Springer is a part of Springer Science+Business Media springeronline.com ° Springer Berlin ´ Heidelberg 2006 Printed in Germany The use of general descriptive names, registered...
Words: 104254 - Pages: 418
...CASE: GS-66 DATE: 06/05/09 CISCO SYSTEMS, INC.: COLLABORATING ON NEW PRODUCT INTRODUCTION On November 13, 2007, more than 100 employees of Cisco Systems, Inc. assembled in classic Cisco fashion: they dialed in from multiple locations around the world for an important meeting. The purpose of the gathering was to get the green light from senior management to manufacture a new high-end router that would make the giant networking company more competitive in an age of surging Internet traffic.1 The project’s code name, Viking, said it all. The router for broadband service providers would break ground in power and speed, reminiscent of the Norse warriors and explorers of Europe during the eighth to eleventh centuries. The meeting represented a culmination of several years of development work by a cross-functional, global team of Cisco specialists in engineering, manufacturing, marketing and other areas. Just months earlier, in mid-2007, Cisco overhauled the project by sharply boosting the router’s speed and capacity. This would allow the company to leapfrog competitors and offer a low-cost, powerful new router platform for the next 10 to 15 years. That day in November, the Viking team was seeking an “execution commit” from senior management in manufacturing. If it got the go-ahead, Cisco would be ready to commit the resources to launch the new product. But the Cisco team knew it faced many challenges. The Viking project would be one of the company’s most complex...
Words: 12040 - Pages: 49
