...disclosure or use of same by reader, may cause serious harm or damage to _______________. Upon request, this document is to be immediately returned to _______________. ___________________ Signature ___________________ Name (typed or printed) ___________________ Date This is a marketing plan. It does not imply an offering of securities. 1. Executive Summary 1 2. Situation Analysis 2 2.1. Market Summary 2 2.2. The Market 3 2.3. The Company 5 2.3.1. SWOT Summary 5 2.4. Competition 8 2.4.1. Direct Competition 8 2.4.2. Indirect Competition 9 2.4.3. Product Offering 9 2.4.4. Distribution 10 3. Marketing Strategy 11 3.1. Mission 11 3.2. Marketing Objectives 12 3.3. Financial Objectives 12 3.4. Strategy 12 3.5. Target Market Strategy 14 3.6. Positioning 14 4. Marketing Mix 15 4.1. Pricing 15 4.2. Product Marketing 16 4.3. Promotion 16 4.3.1. Advertising 16 4.3.2. Public Relations 17 4.4. Channels 18 4.5. Service 18 4.6. Implementation Schedule 18 4.7. Market reserch 19 5. Financials 20 5.1. Break-even Analysis 21 5.2. Sales Forecast 21 5.3. Expense Forecast 21 6. Controls 22 6.1. Implementation 22 6.2. Keys to Success 23 6.3. Marketing orgnization 23 Appendix 24 Executive...
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...[pic] Case Study 1 Ryan Duran Amanda Greathouse Andy Cook Nick Miller Hillary Hughes Elizabeth Schaible Table of Contents Company Profile History 3 Organization, Mission, and Culture 3 Functional Area Assessment 9 Internal Environment Financial Position of Disney 14 Assorted Financial Ratios 14 IFE Matrix 17 External Environment Key External Forces 19 EFE 23 Competitive Analysis 28 CPM 30 Objectives Short Term 32 Long Term 33 Grand Strategies 34 Initial Findings 36 Company Profile Company History The Walt Disney Company, originally known as Disney Brothers Cartoon Studio, was formed by Walt and Roy Disney in 1923 with the creation of a cartoon named Alice’s Wonderland. With the start of that popular cartoon, the Disney brothers had unknowingly created a legacy that would live for generations. Since the creation of the Walt Disney Company, it has produced hundreds of chart topping animated films, put on dozens of Broadway plays, acquired TV and radio stations, and has created the most magical place on earth on three continents. Even after the deaths of the founders, the company has thrived for several decades every intent to continue growing. Organizational Mission and Culture Mission Statement The original mission of the Walt Disney Company was to “nurture the...
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...CHAPTER 7 DEVIANCE AND SOCIAL CONTROL Deviance 171 Social Policy and Social Control: Illicit Drug Use in Canada and Worldwide 193 What Is Deviance? 171 Explaining Deviance 175 Social Control 182 Conformity and Obedience 182 Informal and Formal Social Control Law and Society 186 Crime 185 187 Types of Crime 188 Crime Statistics 190 The Issue 193 The Setting 193 Sociological Insights 193 Policy Initiatives 193 Boxes RESEARCH IN ACTION: Street Kids 183 sOCIOLOGY IN THE GLOBAL COMMUNITY: Singapore: A Nation of Campaigns 186 TAKING SOCIOLOGY TO WORK: Holly Johnson, Chief of Research, Canadian Centre for Justice Statistics, Statistics Canada 192 Cigarette smoking has become stigmatized in Canada. This newspaper advertisement, sponsored by Health Canada, reverses the typical advertising strategy of equating smoking with sexiness. 169 H eidi Fleiss was in her late twenties when she was arrested for operating a call girl service. At the time, her pediatrician father had reacted flippantly, “I guess I didn’t do such a good job on Heidi after all.” Later, he would be convicted of conspiring to hide profits from his daughter’s call girl ring. Fleiss had dropped out of school when she was sixteen and established a liaison with a playboyfinancier who gave her a Rolls-Royce for her twenty-first birthday. In her early twenties, Fleiss interned in the world of prostitution by working for Madame Alex (Elizabeth Adams)...
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...PUBLIC RELATIONS AND ITS EFFECTS ON ORGANIZATIONAL PUBLICS: A CASE STUDY OF MOI TEACHING AND REFERRAL HOSPITAL LIVINGSTONE WERE MUNYWELE MOI UNIVERSITY, KENYA DECLARATION Declaration by the candidate This research project is my original work and has not been presented to any other examination body. No part of this research project should be produced without my consent or that of the Kenya Institute of Management. Livingstone Were Munywele Signature……Livingstone Were Munywele……………………… Date………… i ii ACKNOWLEDGEMENT Without the help and support of the Kenya Institute of Management, I could not have completed this project. I wish to express my gratitude to the supervisor, Mr. Joseph Lelan for his time and support through the study. I also thank him for encouraging me to develop a new area of study. I must also thank my friends and colleagues in the institute, who made me, sit down and finally produce a text after months of collecting materials and thoughts in files and boxes: Irene Nasimiyu, Eunice Focus and Helen Wafula. I would also like to thank the PR manager for allowing me to test new ideas with top managers at their organization. In addition, I thank my many colleagues in the office of the president where I have been honored to work for the last two years. I cannot imagine ever having a letter team in place to work on a project like this. The reviewers who helped me to make the project fully complete also deserve special thanks for...
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...PUBLIC RELATIONS AND ITS EFFECTS ON ORGANIZATIONAL PUBLICS: A CASE STUDY OF MOI TEACHING AND REFERRAL HOSPITAL LIVINGSTONE WERE MUNYWELE MOI UNIVERSITY, KENYA DECLARATION Declaration by the candidate This research project is my original work and has not been presented to any other examination body. No part of this research project should be produced without my consent or that of the Kenya Institute of Management. Signature…………………………… Date………… Livingstone Were Munywele i ii ACKNOWLEDGEMENT Without the help and support of the Kenya Institute of Management, I could not have completed this project. I wish to express my gratitude to the supervisor, Mr. Joseph Lelan for his time and support through the study. I also thank him for encouraging me to develop a new area of study. I must also thank my friends and colleagues in the institute, who made me, sit down and finally produce a text after months of collecting materials and thoughts in files and boxes: Irene Nasimiyu, Eunice Focus and Helen Wafula. I would also like to thank the PR manager for allowing me to test new ideas with top managers at their organization. In addition, I thank my many colleagues in the office of the president where I have been honored to work for the last two years. I cannot imagine ever having a letter team in place to work on a project like this. The reviewers who helped me to make the project fully complete also deserve special thanks for their helpful comments and advice. iii ABSTRACT Many organizations...
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...[pic][pic] [pic]Copyright © 2005 West Chester University. All rights reserved. College Literature 32.2 (2005) 103-126 [pic] | |[pic][pic][pic] | | | |[pic] | | | |[pic] | | | |[pic] | | | |[pic] | | | |[pic] | | | | | | | | | | | | | | | | | | | |Access provided by Northwestern University Library ...
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...IIBM Institute of Business Management Marketing Management www.iibmindia.in Subject: MARKETING MANAGEMENT Credits: 4 SYLLABUS Concepts of Marketing Management: Definition and Concepts: Definitions of Marketing, Scope of Marketing; Core Marketing Concepts: Concept of Demand and Supply; Transaction; Major Marketing Management Philosophy; Social Marketing Marketing Environment - Internal & External Marketing Environment Forces; Macro Environment; Micro and Internal Environment; Factors Influencing Consumer Buyer Behavior; Buyer Decision Process; Inputs for Buying Decision Process; Consumer Trends; Market Segmentation Process. Developing Market Strategies and the Offerings Part –I Positioning and 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:...
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...Contents IntroductionDay 1MarketingDay 2Ethics Day 3AccountingDay 4Organizational BehaviorDay 5Quantitative AnalysisDay 6 FinanceDay 7OperationsDay 8Economics Day 9StrategyDay 10MBA Mini-Courses ResearchPublic SpeakingNegotiating International BusinessBusiness LawTenDay MBA DiplomaAppendix: Quantitative Analysis TablesBibliographyMBA Abbreviation LexiconIndex AcknowledgmentsAbout the AuthorPraise for the Ten-Day MBACopyrightAbout the Publisher Introduction After I earned my MBA, I had a chance to reflect on the two most exhausting and fulfilling years of my life. As I reviewed my course notes, I realized that the basics of an MBA education were quite simple and could easily be understood by a wider audience. Thousands of Ten-Day MBA readers have proven it! Readers are applying their MBA knowledge every day to their own business situations. Not only useful in the United States, The Ten-Day MBA has been translated into many languages around the world. So many people are curious about business education, including doctors, lawyers, businesspeople, and aspiring MBAs. This book answers their questions. The Ten-Day MBA really delivers useful information quickly and easily. Current MBA students have written me that they even use the book to review for exams. Ten-Day MBAs are “walking the walk and talking the talk” of MBAs every business day. It’s proven that this book can work for you. Written for the impatient student, The Ten-Day MBA allows readers to really grasp the fundamentals...
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...Contents IntroductionDay 1MarketingDay 2Ethics Day 3AccountingDay 4Organizational BehaviorDay 5Quantitative AnalysisDay 6 FinanceDay 7OperationsDay 8Economics Day 9StrategyDay 10MBA Mini-Courses ResearchPublic SpeakingNegotiating International BusinessBusiness LawTenDay MBA DiplomaAppendix: Quantitative Analysis TablesBibliographyMBA Abbreviation LexiconIndex AcknowledgmentsAbout the AuthorPraise for the Ten-Day MBACopyrightAbout the Publisher Introduction After I earned my MBA, I had a chance to reflect on the two most exhausting and fulfilling years of my life. As I reviewed my course notes, I realized that the basics of an MBA education were quite simple and could easily be understood by a wider audience. Thousands of Ten-Day MBA readers have proven it! Readers are applying their MBA knowledge every day to their own business situations. Not only useful in the United States, The Ten-Day MBA has been translated into many languages around the world. So many people are curious about business education, including doctors, lawyers, businesspeople, and aspiring MBAs. This book answers their questions. The Ten-Day MBA really delivers useful information quickly and easily. Current MBA students have written me that they even use the book to review for exams. Ten-Day MBAs are “walking the walk and talking the talk” of MBAs every business day. It’s proven that this book can work for you. Written for the impatient student, The Ten-Day MBA allows readers to really grasp the fundamentals...
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...The Wealth of Networks The Wealth of Networks How Social Production Transforms Markets and Freedom Yochai Benkler Yale University Press New Haven and London Copyright _ 2006 by Yochai Benkler. All rights reserved. Subject to the exception immediately following, this book may not be reproduced, in whole or in part, including illustrations, in any form (beyond that copying permitted by Sections 107 and 108 of the U.S. Copyright Law and except by reviewers for the public press), without written permission from the publishers. The author has made an online version of the book available under a Creative Commons Noncommercial Sharealike license; it can be accessed through the author’s website at http://www.benkler.org. Printed in the United States of America. Library of Congress Cataloging-in-Publication Data Benkler, Yochai. The wealth of networks : how social production transforms markets and freedom / Yochai Benkler. p. cm. Includes bibliographical references and index. ISBN-13: 978-0-300-11056-2 (alk. paper) ISBN-10: 0-300-11056-1 (alk. paper) 1. Information society. 2. Information networks. 3. Computer networks—Social aspects. 4. Computer networks—Economic aspects. I. Title. HM851.B457 2006 303.48'33—dc22 2005028316 A catalogue record for this book is available from the British Library. The paper in this book meets the guidelines for permanence and durability of the Committee on Production Guidelines for Book Longevity of the Council on Library Resources. 10 9 8 7 6 5 4 3 2 1...
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...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...
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...MIcroeconomics: Markets, Methods & Models Douglas Curtis and Ian Irvine | Version 2014/2015 $ ADAPTED OPEN TEXT FORMATIVE ONLINE ASSESSMENT COURSE SUPPLEMENTS COURSE LOGISTICS & SUPPORT a d v a n c i n g l e a r n i n g www.lyryx.com Copyright This work is licensed under a Creative Commons AttributionNonCommercial-NoDerivs 3.0 Unported License. http://creativecommons.org/licenses/by-nc-nd/3.0/deed.en_GB Douglas Curtis and Ian Irvine Edition 1.11 This edition is differentiated from the first edition solely by minor editorial adjustments. Content has not been altered. Microeconomics: Markets, Methods and Models About the Authors Doug Curtis is a specialist in macroeconomics. He is the author of twenty research papers on fiscal policy, monetary policy, and economic growth and structural change. He has also prepared research reports for Canadian industry and government agencies and authored numerous working papers. He completed his PhD at McGill University, and has held visiting appointments at the University of Cambridge and the University of York in the United Kingdom. His current research interests are monetary and fiscal policy rules, and the relationship between economic growth and structural change. He is Professor Emeritus of Economics at Trent University in Peterborough, Ontario, and Sessional Adjunct Professor at Queen’s University in Kingston, Ontario Ian Irvine is a specialist in microeconomics, public economics, economic inequality...
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...PART ONE • UNDERSTANDING SERVICES SERVICES IN THE MODERN ECONOMY As consumers, we use services every day. Turning on a light, watching TV, talking on the telephone, riding a bus, visiting the dentist, mailing a letter, getting a haircut, refueling a car, writing a check, or sending clothes to the cleaners are all examples of service consumption at the individual level. T h e institution at which you are studying is itself a c o m p l e x service organization. In addition to educational services, today's college facilities usually include libraries and cafeterias, counseling, a bookstore, placement offices, copy services, telecommunications, and even a bank. If you are enrolled at a residential university, campus services are also likely to include dormitories, health care, indoor and o u t d o o r athletic facilities, a theater, and perhaps a post office. Customers are not always happy with the quality and value of the services they receive. People complain a b o u t late deliveries, r u d e or i n c o m p e t e n t personnel, i n c o n v e n i e n t service h o u r s , p o o r p e r f o r m a n c e , and needlessly complicated p r o cedures. T h e y grumble about the difficulty of finding sales clerks to help t h e m in retail stores, express frustration about mistakes on their credit card bills or bank statements, shake their heads over the complexity of new self-service equipment, m u t ter about p o o r value, and sigh as they are forced to wait in line almost everywhere...
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...P A R T I Discovering Momentum 1 1 The Power of Momentum Where’s the Impetus? Momentum. Most businesses get it at some point: the impression that everything they undertake succeeds effortlessly, as if they’re being carried along by a tailwind that increases their efficiency and propels them on to exceptional growth.1 Some hold on to it. Most don’t. Slowly, imperceptibly, the tailwind turns around and the momentum disappears, without anyone quite realizing what has happened. The company is still growing, but not as strongly as before, not as efficiently. Everyone’s maxing out, but it seems like there’s molasses in the works. Sound familiar? Sooner or later, it hits you in the face. Imagine you are meeting up with a senior analyst whose opinion counts with some of your company’s biggest investors. You think you’re on safe ground—after all, your company is doing better than the competition. But the analyst is in full gimlet-eyed, illusion-killing mode. “That’s nothing to crow about,” she says. “Yeah, you’ve got reasonable growth, but it’s nothing exceptional. You’re a safe bet, nothing more. Okay, I might tell my mom to buy, but 3 The Momentum Effect then she’s happy with inflation plus one. The way we see it, you’re really grinding it out. We reckon the strain’s getting harder, too. There’s no impetus—no momentum.” Words like that can really take the gloss off a day. The next time you gather your team, you don’t congratulate them on beating their targets—you...
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...FROM THE AUTHOR OF THE BESTSELLING BIOGRAPHIES OF BENJAMIN FRANKLIN AND ALBERT EINSTEIN, THIS IS THE EXCLUSIVE BIOGRAPHY OF STEVE JOBS. Based on more than forty interviews with Jobs conducted over two years—as well as interviews with more than a hundred family members, friends, adversaries, competitors, and colleagues—Walter Isaacson has written a riveting story of the roller-coaster life and searingly intense personality of a creative entrepreneur whose passion for perfection and ferocious drive revolutionized six industries: personal computers, animated movies, music, phones, tablet computing, and digital publishing. At a time when America is seeking ways to sustain its innovative edge, Jobs stands as the ultimate icon of inventiveness and applied imagination. He knew that the best way to create value in the twenty-first century was to connect creativity with technology. He built a company where leaps of the imagination were combined with remarkable feats of engineering. Although Jobs cooperated with this book, he asked for no control over what was written nor even the right to read it before it was published. He put nothing offlimits. He encouraged the people he knew to speak honestly. And Jobs speaks candidly, sometimes brutally so, about the people he worked with and competed against. His friends, foes, and colleagues provide an unvarnished view of the passions, perfectionism, obsessions, artistry, devilry, and compulsion for control that shaped his approach to business and...
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