...The current issue and full text archive of this journal is available at www.emeraldinsight.com/0309-0566.htm The effect of corporate branding dimensions on consumers’ product evaluation A cross-cultural analysis Nizar Souiden ´ Faculty of Business Administration, Laval University, Quebec, Canada Corporate branding dimensions 825 Received October 2004 Revised September 2005 Accepted January 2006 Norizan M. Kassim Department of Management and Marketing, College of Business and Economics, University of Qatar, Doha, Qatar, and Heung-Ja Hong Faculty of Sociology, Kansai University, Osaka, Japan Abstract Purpose – The paper aims to investigate both Western and Eastern corporate branding thoughts and examine the interrelation among four corporate branding dimensions (i.e. corporate name, image, reputation and loyalty) and their joint impact on consumers’ product evaluation. Design/methodology/approach – Building on extensive literature, a model of consumers’ product evaluation that includes the major determinants of corporate branding is proposed. Based on a sample of 218 Japanese and American consumers, structural equation modeling and general linear model analyses are used to test hypotheses. Findings – The research reveals that Japanese and American consumers have different perceptions with respect to the effect of corporate image and corporate loyalty. The corporate name was found to have a significant impact on corporate image and corporate reputation was found...
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...A brief summary of marketing and how it works Marketing and the 7Ps: A brief summary of marketing and how it work “ Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably.” 2 Marketing and the 7Ps – © CIM 2015 Marketing and the 7Ps: A brief summary of marketing and how it work 01 is marketing? What Every product we buy, every store we visit, every media message we receive and every choice we make in our consumer society has been shaped by the forces of marketing. CIM (The Chartered Institute of Marketing) offers the following definition for marketing: “ The management process responsible for identifying, anticipating and satisfying customer requirements profitably.” Sometimes people assume marketing is just about advertising or selling, but this is not the whole story. It is a key management discipline that ensures producers of goods and services can interpret consumer desires and match, or exceed them. The marketing process is central to the business performance of companies, both large and small, because it addresses the most important aspects of the market. It is about understanding the competitive marketplace and ensuring you can tap into key trends, reaching consumers with the right product at the right price, place and time. Clever marketing has led to many recent business success stories - from pharmaceuticals to airlines, sports brands to food and...
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...A brief summary of marketing and how it works Marketing and the 7Ps: A brief summary of marketing and how it work “ Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably.” 2 Marketing and the 7Ps – © CIM 2015 Marketing and the 7Ps: A brief summary of marketing and how it work 01 is marketing? What Every product we buy, every store we visit, every media message we receive and every choice we make in our consumer society has been shaped by the forces of marketing. CIM (The Chartered Institute of Marketing) offers the following definition for marketing: “ The management process responsible for identifying, anticipating and satisfying customer requirements profitably.” Sometimes people assume marketing is just about advertising or selling, but this is not the whole story. It is a key management discipline that ensures producers of goods and services can interpret consumer desires and match, or exceed them. The marketing process is central to the business performance of companies, both large and small, because it addresses the most important aspects of the market. It is about understanding the competitive marketplace and ensuring you can tap into key trends, reaching consumers with the right product at the right price, place and time. Clever marketing has led to many recent business success stories - from pharmaceuticals to airlines, sports brands to food and drink, business-to-business companies to...
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...Marketing and the 7Ps A brief summary of marketing and how it works © The Chartered Institute of Marketing 2005 www.cim.co.uk/marketingresources www.cim.co.uk/knowledgehub | 1 Marketing and the 7Ps: A brief summary of marketing and how it works ONE What is marketing? T he Chartered Institute of Marketing offers the following Marketing is the management process responsible for identifying, anticipating and Every product we buy, every store we visit, every media message we receive, definition for marketing: “Marketing is every choice we make in our consumer the management process responsible society has been shaped by the forces for identifying, anticipating and of marketing. The marketing process is satisfying customer requirements central to the business performance of profitably.” companies, large and small, because it addresses the most important aspects satisfying customer It’s a bit of a mouthful, but it highlights requirements that the customer is at the heart of profitably. marketing, and businesses ignore this Today, as competitive pressures — CIM definition at their peril. increase, marketing skills have never In essence, the marketing function is the study of market forces and factors and the development of a company’s position to optimise its benefit from them. It is all about getting the right product or service to the customer at the right price, in the right place, at the right time. Both business history and current practice remind us...
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...Global Marketing Level 6 44-6979-00L-A Module handbook 2014 to 2015 Module leader: Giovanna Battiston g.battiston@shu.ac.uk Stoddart 7241 0114 225 5260 Contents 1. | Welcome to global marketing | Page 3 | 2. | Code of conduct | Page 4 | 3. | About your module | Page 5 | 4. | Teaching and learning strategy | Page 6 | 5. | Resources for reading and research | Page 7 | 6. | Assessment | Page 8 | 7. | Lecture and seminar programme | Page 11 | 8. | Module prize | Page 37 | 9. | The SHU Marketing Student Society | Page 38 | 10. | Appendices:Task one assessment criteriaTask two assessment criteria | Page 39Page 41 | Welcome to global marketing Contact details Module leader: Giovanna Battiston g.battiston@shu.ac.uk Stoddart 7241 0114 225 5260 Your seminar tutor: Learning time: On the successful completion of this unit you will receive 20 credit points at level 6. As in all units you are expected to devote 150 hours learning time to this unit, some of which will comprise lectures and seminars. These will be important for introducing and discussing new materials and for you to gauge your level of understanding of the subject. You will need to spend several hours per week in private study getting to grips with the pre-seminar tasks and necessary post-lecture reading and the associated activities. It is expected that the remainder of the time will be spent on assessment related activities such as reading and...
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...PART A 1.0 ELEMENTS OF THE MARKETING MIX 1.0.1 PRODUCT Subway offered a menu with wide variety meal and better quality fresh product such as pasta, salad, desserts, soup, the chain's flagship sandwich which is the classic BMT, the 7 under 6 menu which featuring seven submarine sandwiches with 6 grams of fat or less, fresh veggies which already boasts lettuce, tomato, red onion and green peppers (Subway, 2012). Subway also brings in a line of new crab-controlled wraps in 2004 and the product itself has only 5grams Net Crabs. Moreover, in the year 2005, a new menu has been added to Subway’s menu that is a delicious fresh toasted sub and the menu still in consumer demand until now. 1.0.2 PRICING The potential element of marketing mix is the price of the company offered because it is direct impact on the company, consumer and economy as well. Subway uses a little higher of upscale pricing than normal subs in the market. Subway offers different pricing strategy with value pricing. But create value products by service in terms of quality. 1.0.3 PLACE This is concerned with activities needed to move the product or service from the seller to the buyer (Lancaster & Reynolds, 2003). Subway use nontraditional places such as supermarkets, airports, convention centers and business center and also another new market development as their major selling location as a franchise. People who in any kind of Subway sales point are on hand to ensure customer’s demands are coordinated...
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...MEMBERS: Hoang Le Minh Ngoc Nguyen Minh An Hoang Thai Anh Vo Tran Hai Bang Nguyen Quang Thai Tran Viet Anh Content I. Marketing Concept 1. 4P of Marketing Mix 2. 4P & 4C of Marketing Mix 3. 7P of Marketing Mix II. Introduction about "Coca Cola Co., Ltd " III. Background IV. Marketing strategies 1. What is the business strategy? 2. Strategic objectives 3. Marketing strategies V. Effective of media and advertising 1. Global Advertising 2. Global Branding VI. Conclusion VII. References I. Marketing concept What is marketing ? "Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably." - The official academic definition from The Chartered Institute of Marketing (CIM). So we can understand that “Marketing” means the ideas, the brand, how you communicate, the design, print process, measuring effectiveness, market research and the psychology of consumer behavior. Marketing value An understanding of what customers need and value is central to marketing. Learning your customers' needs and how you can add value through marketing activities paves the way for a...
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...Case Study of PQHRM Module – 02 EMPLOEE RESOURCING Content Executive Summary Problem Statement Analysis of the problems Literature Review * Recruitment process * Key salient Features of advertisement * Induction Implementations and Suggestions 01.Immediate decisions can be taken by the management 02.Main areas management must consider as long term implementation. 03. How to get back manpower plan on to the right track 04. Integrate the recruitment plan with organizational plan 05 Recruitment Employee outsourcing (RPO) Conclusion Refference Executive...
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...LEARNING OBJECTIVES Moses Gerard Shyne CHAPTER 3 1. Explain why nations and companies participate in international trade. Because no national economy produces all the goods and services that its people need. 2. Describe the concepts of absolute and comparative advantage. A nation has an absolute advantage if (1) it’s the only source of a particular product or (2) it can make more of a product using the same amount of or fewer resources than other countries. Because of climate and soil conditions, for example, comparative advantage , which exists when a country can produce a product at a lower opportunity cost compared to another nation 3. Explain how trade between nations is measured. We determine a country’s of trade by subtracting the value of its imports from the value of its exports. If a country sells more products than it buys,it has a favorable balance, called a trade surplus . If it buys more than it sells, it has an unfavorable balance, or a trade deficit 1. Define importing and exporting. Importing involves purchasing products from other countries and reselling them in one’s own. Exporting entails selling products to foreign customers. 2. Explain how companies enter the international market through licensing agreements or franchises. Foreign direct investment (FDI) refers to the formal establishment of business operations on foreign soil. 3. Describe how companies reduce costs through contract manufacturing and outsourcing...
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...Case study notes This case has been updated to include the Apple iPad. Principally this is case explores the issue of licensing and how successful firms can become unsuccessful. It is not a case about Apple and why it has become successful. This case study explores the rise of the Apple Corporation. The Apple iPod is one of the most successful new product launches in recent years, transforming the way the public listens to music, with huge ramifications for major record labels. More than 50 million MP3 players are expected to be sold in 2005; over a third more than last year. Mobile phones have long been regarded as the most credible challengers to MP3 players and iPods. The launch of digital download services via mobile phones illustrates the dramatic speed of convergence between the telecom and media industries, which many observers expect to usher in a new era of growth for mobile phones. Users are willing to pay more for additional services and many analysts predict that mobile phone handsets will eventually emerge as the dominant technology of the age, combining personal organisers, digital music players and games consoles in a single device. Indeed, Microsoft founder Bill Gates has predicted that mobile phones will supersede the iPod as the favoured way of listening to digital music. The launch of the Apple ipad in 2010 makes this case even more topical. This should form the basis of supplementary questions at the end of the case: How will the iPhone succeed? What about...
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...HP 3PAR StoreServ Storage Concepts Guide HP 3PAR OS 3.1.2 MU2 Abstract This guide is for all levels of system and storage administrators who plan storage policies, configure storage resources, or monitor the storage usage of HP 3PAR storage systems. HP Part Number: QR482-96384 Published: June 2013 © Copyright 2007, 2013 Hewlett-Packard Development Company, L.P. Confidential computer software. Valid license from HP required for possession, use or copying. Consistent with FAR 12.21 and 12.212, Commercial 1 Computer Software, Computer Software Documentation, and Technical Data for Commercial Items are licensed to the U.S. Government under vendor's standard commercial license. The information contained herein is subject to change without notice. The only warranties for HP products and services are set forth in the express warranty statements accompanying such products and services. Nothing herein should be construed as constituting an additional warranty. HP shall not be liable for technical or editorial errors or omissions contained herein. Acknowledgements Microsoft® and Windows® are U.S. registered trademarks of Microsoft Corporation. Oracle is a registered trademarks of Oracle and/or its affiliates. UNIX® is a registered trademark of The Open Group. Warranty To obtain a copy of the warranty for this product, see the warranty information website: http://www.hp.com/go/storagewarranty Contents 1 Overview..............................................................
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...CUTTING EDGE: OUR WEEKLY ANALYSIS OF MARKETING NEWS 12 March 2014 Welcome to our weekly analysis of the most useful marketing news for CIM, CAM and Sales Leadership Alliance members. Quick links to sections Marketing trends and issues Advertising Consumer perceptions of expense This study examines whether consumers make judgments about brands not just on the basis of what is communicated in advertising but on how the message is communicated. In particular it investigates the effect of perceived advertising expense and effort of the advertiser. An analysis of 4,000 consumers reveals that ads with higher-thanaverage perceived expense and effort have a positive effect on brand attitude, brand interest and word-of-mouth. In contrast ads with lower perceived expense have negative effects. International Journal of Advertising. Vol 33(1) 2014, pp137154 (Modig et al) Digital could make up for loss of print Online publishers and news websites enjoyed advertising growth of 18% last year according to the Association of Online Publishers (AOP) and Deloitte. Their data indicates that digital revenues grew at their fastest rate since 2008; this has been attributed to the rise of mobile, since advertising on smartphones rose by 60% in the last quarter of 2013. Deloitte says it expects publishers to innovate with flexible pricing such as a mixture of paid-for and free ad-funded models. Some publishers are already indicating that digital revenues are making up...
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...CHAPTER I INTRODUCTION 1. Background of Study According to Dewan Film Indonesia (1994:7) the first Cinema in Indonesia was built in December 1900, the first class ticket was 2 Gulden (silver) and the second class was 2.5 Gulden. Another rules in ticketing was by dividing the price into 3 classes. The third class, known as “goat class” was the cheapest. Started at Gambir open field (now, Monas), the building was a warehouse with a wall from gedek (plaited bamboo skin) and iron roof. Named as Talbot (taken from the owner’s name), it moved from one city to another when the movie season ended There was another Cinema known as De Callone (name of the owner) in Deca Park. Known as “misbar (gerimis bubar)”, an open Cinema, De Callone was a starter of Capitol Cinema in Pintu Air. Back then, the movie showing was silent. Sometimes, they put music together with the movie but it didn’t match. Decade 1950’s was the golden period of Cinema business. The competitors of Cinema were drama, human Wayang, Ketoprak, etc, which technically was below the standardization of cinematography technology. Compared to the organized cost of drama and the rest, Cinema cost was cheaper because it only repeated the movies again and again (Haris, 1992:19). In 1951, Metropole Cinema was built in Jakarta. It was supported with 1.700 seats capacity, had vacuum and blower ventilation, 3 floor building, dance floor, and swimming pool. Competition got higher...
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...Marketing Communications Chris Fill Barbara Jamieson MM-A1-engb 2/2011 (1039) This course text is part of the learning content for this Edinburgh Business School course. In addition to this printed course text, you should also have access to the course website in this subject, which will provide you with more learning content, the Profiler software and past examination questions and answers. The content of this course text is updated from time to time, and all changes are reflected in the version of the text that appears on the accompanying website at http://coursewebsites.ebsglobal.net/. Most updates are minor, and examination questions will avoid any new or significantly altered material for two years following publication of the relevant material on the website. You can check the version of the course text via the version release number to be found on the front page of the text, and compare this to the version number of the latest PDF version of the text on the website. If you are studying this course as part of a tutored programme, you should contact your Centre for further information on any changes. Full terms and conditions that apply to students on any of the Edinburgh Business School courses are available on the website www.ebsglobal.net, and should have been notified to you either by Edinburgh Business School or by the centre or regional partner through whom you purchased your course. If this is not the case, please contact Edinburgh Business School...
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...POSITIONING IS INEVITABLE –A CASE STUDY OF TATA NANO Natasha Saqib Assistant Professor Department of Management Studies, University of Kashmir, South Campus Email –natalie81985@gmail.com Correspondence Address Natasha Saqib C/O Jamsheed Saqib United India Insurance Co. Ltd Divisional Office Regal Chowk Srinagar, Jammu & Kasmir Pincode No 190001 POSITIONING IS INEVITABLE –A CASE STUDY OF TATA NANO Abstract The forces of globalization and technological advancement have rendered the market place highly competitive and complex. The customer's needs, wants and expectations are changing at an exponential rate posing great challenges to the companies. For surviving and thriving in this scenario companies need to develop effective brand positioning strategies .Positioning helps customers know the real differences among competing products so that they can choose the one that is most valuable and useful to them.This is a case study of Tata Nano, one of the most ambitious projects of Tata Motor’s, which was started in 2008. It was envisioned by the Tata Group former chairman Ratan Tata himself. The case focuses on how the initial strategies for launching and positioning Tata Nano as a “People’s Car” backfired and how management recognized its shortcomings and mistakes that led to the wrong positioning of Tata Nano as “Worlds Cheapest Car” among the segment it was created for. And how finally after four years of it commercial launch, understanding the inevitability...
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