...What is marketing? • A tool to influence • And above all: a tool to survey Why BtoB marketing appeared lately compare to consumer goods marketing? • Engineer culture (industrial companies too much technologic without taking in account the customer) • Basic product: price oriented, major interest in the mix • High tech products and project marketing: product is the key, the other marketing variables are less influent 3 levels of products 1st level: Core product (core benefit or service)=> 2nd level: Actual product (packaging, design, brand name) => 3rd level : Augmented product (installation, after-sale service, warranty, credit) “24 hours a day in the customer’s life” 3 main types of BtoB marketing • Mass B2B : non strategic products/services (stabile, bic,…) • Recurrent B2B formelly called industrial marketing: strategic issue o Ex: productions goods (with offer customization) • Project or business B2B: huge stakes ex: Airport, IT,.. Mass B2B Recurrent B2B Project B2B Amount of client +++ ++ + Internet use +++ ++ + Length of the purchasing/ selling process + ++ +++ Amount of people involved + ++ +++ Ancien système du marketing. Top/down : Marque => consomatteur La marque impose sa politique, mais ca ne marche plus trop, degrade Different B2Bs according to the final target: BtoCtoC Tetra pack, dolby, goretex sont des entreprises qui vont au dela de leur client et par un moyen de levier touchent le client du client. BtoBtoE Alliance...
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...BTOB - WOW BTOB Back again BTOB Change the game BTOB Get your swag 汉孙干 Feel一 哇所 问 孙干 大 过聊所 哦多kei 南 哦多kei 速莫 给爪吗 和那滴 和娘 句win攻qiuo龙 bonbon hi 他嘎嘎所 怕干 里不四提 嘎满 四他king 江米 汉 孙一 那 噗了嫩 nun皮 哦嫩 班要gi 诺哇 谈图里 度满诶 Party oh party tonight (Put’em up Put’em up Put’em up Yo!) 个皮 他拉 南他拉 忒 忒 忒 忒嘎 大拉 I like it I like it 萌嘎 他拉 弄他拉 忒 忒 忒 忒嘎 大拉 I like it I like it Don’t break 哦诶哦诶哦 Okay 哦诶哦诶哦 Play Don’t break Don’t break 哦诶哦诶哦 Okay 哦诶哦诶哦 Play Don’t break (Put’em up Put’em up Put’em up Yo!) 1,2 Step dirty dirty beat 为度们 你 萌么 吗giao Groove it! Groove it! Groove it! Groove it! 怕给所 怕给所 诺 他西 满那过呀 买给所 Get it! Get it! Get it! Get it! 几亲 吗里拉 家里谈 那孙来 谈孙聊 挂一 那 噗了嫩 诺 莫里不逃 白跟嘎几 Hot汉 诺哇 谈图里 度满诶 Party oh party tonight (Put’em up Put’em up Put’em up Yo!) 个皮 他拉 南他拉 忒 忒 忒 忒嘎 大拉 I like it I like it 萌嘎 他拉 弄他拉 忒 忒 忒 忒嘎 大拉 I like it I like it 跟诺 破够 Hey! 那拉大拉黑 阿了楼 怕个楼 莫等 一秀为 囧心 汉bon 家木 怕叫他干 奴乔 囧心 可聊 可内诶给 南 哦无里给 片心 Hey Hey Movin’ Movin’ Hey Hey Movin’ mountain 哦嫩 盘多 内 一噗卡满一几 木sei 可鸟多 囧心 木家里度咯 Say Hey Ya! 个皮 他拉 南他拉 忒 忒 忒 忒嘎 大拉 I like it I like it 萌嘎 他拉 弄他拉 忒 忒 忒 忒嘎 大拉 I like it I like it Don’t break 哦诶哦诶哦 Okay 哦诶哦诶哦 Play Don’t break Don’t break 哦诶哦诶哦 Okay 哦诶哦诶哦 Play Don’t break (Put’em up Put’em up Put’em up Yo!) 古皮 他拉 南他拉 Wow 歌名：你是感动 歌手组合：BTOB 音译：百度音译歌词吧@vipqie Btob 你是感动（you’re so fly） Woo How ya doin* girl Yeah How ya doin* girl There*s something I gotta tell you My eyes ain*t turning They*re fixed on you How*d you like to hang with me tonight 陆星材： piu...
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...Value based price: Customer define the value of the product. Does not mean high price. Three levels of Product: Core product, when you start with a new product in the market. In question mark stage you offer core product. Actual product; because of comptetition you offer a design, quality level, brand name, packaging etc. It depends on your customer. Augmented product; installation, after sales service, delivery etc. Potential Product; satıcı da alıcı da farkında değil, konuşarak farkediyorlar. Consumer goods classification BtoC market: Convenience product: Customer usually buys frequently with min. Of comparison and buying effort. Low price. Widespread distibution. Convinient locations. Mass promotion by the producer. Toothpaste magazine, laundry detergent. Shopping Product: Customer is in the process of selection; quality price, style. Higher price. Selective distribution in fewer outlets. Advertising and personal selling by producer and reseller. Television, furniture, clothing.Specialty Product: unique characteristics or brand identification, buyers make special buying effort. High price. Exclusive distribution in only one or a few outlets per market area. More careful targeted promotion. Luxury goods, Rolex etc. Unsought Product: Customer does not know or know about but does not normally think of buying. Price varies. Distrbution varies. Aggressive advertising. Personal Selling. Life insurance. Product Differentiation: Product form, feature, performance, style, design...
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...Making Use of English Subtitled K-Pop MV in Exploring Students’ Extensive Reading Comprehension YUNINGSIH Telkom University, Indonesia yuningsihlegiman@gmail.com ABSTRACT Studies on captions and subtitles in EFL learning gave positive effects on comprehension and vocabulary acquisition (Chung, 1996, Neurnan & Koskinen, 1992; Price, 1983; Vanderplank, 1988, 1993). Using song in ELT was highly impressive and motivating (Murphey, 1992; Lied, 2000). This study was designed to investigate the use of English-subtitled K-Pop MV in exploring students’ extensive reading ability. In this case study, five students, four girls and one boy, were selected. To collect the data, document analysis and an in-depth interview were conducted. The findings showed in comprehending the song, the students’ interpretations were still shallow and relying heavily on summary of narrative with very low-level inference. Meanwhile in vocabulary acquisition, it helped their better understanding wider range vocabulary, either in English or Korean. In addition, using K-Pop for learning English was more interesting and enjoyable, it is also motivating. Overall, using English-subtitle on K-Pop can be used as an alternative way to enliven extensive reading. Keywords: Subtitle, comprehension, extensive reading, interpretation, inference. INTRODUCTION The Korean wave—”hallyu” in Korean—refers to a surge in the international visibility of Korean culture, beginning in East Asia in the 1990s and continuing...
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...Introduction The word consumerism, “consumer” means the customer or user and “ism” means movement. In year 1920, the movement started to protect the interest of the consumer. Consumerism or also known as consumer movement, consumer protection or consumer activism are those who inform and protects consumers by involving in practices such as honest advertising and packaging, improved safety standard of products and services, and product guarantees. It is the effort of the organization by individuals, government or groups that help protect consumer rights to a fair business practices. The main objective of this movement is to unite the consumer, educate them and fight for their rights. In today world, it is said that consumer is the king and centre of all business. An organization priority depends on the consumer for its growth in the business sector and not on its survival alone. But in the real world, consumer position is treated differently. Consumer are more like a victim that are being exploited by sellers that charges higher prices for goods and services, supplying poor quality products, misleading advertisement and etc. Consumerism is important to consumer because it helps in protecting the consumer interest from the unethical business community that charges higher prices, keeping stocks to create artificial shortage and supplying inferior goods. Besides that, it also aims in educating them about their rights as a consumer and informing the precaution steps for the...
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...Defining Marketing Janae Dawson MKT 421 March 14, 2012 Robert A. Cordero, MBA Defining Marketing According to (Armstrong & Kotler, 2011, p. 4) “Marketing, more than any other business function deals with the customers.” Armstrong and Kotler (2011) go on to elaborate on how marketing is the process a business takes to manage profitable customer relationships. This is known to be true from the consumer point of view. When a business has a marketing campaign they must think as if they are “I” the consumer. Every day I see what I consider to be bad or good marketing. I base these ideas if the marketing the business used attracts me to their business or product. The American Marketing Association unveiled a new definition for marketing in 2008 that defines marketing “ as an activity, set of institutions, and process for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large (“American Marketing Association releases new definition of marketing,” 2008, para. 1). The definition given by the American Marketing Association gives a more broad yet better understanding of marketing than the definition of marketing from the textbook. The elements involved in marketing provide creativity concerning ideas that will entice the consumer. An idea as simple as a slogan or phrase can gain a business customers, such as Wal-Mart’s “ Save Money. Live better.” People love to save money, and saving makes people...
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...COMPANY Case Cisco Systems: Solving Business Problems Through Collaboration Perhaps you’ve heard of Cisco Systems. It’s the company that runs those catchy “Human Network” ads. It also produces those familiar Linksys wireless Internet routers and owns Pure Digital Technologies, the company that makes the trendy Flip video cameras. But most of what Cisco sells is not for regular consumers like you and me. Cisco is a tried and true B-to-B company. In fact, it earned honors as BtoB magazine’s 2009 “marketer of the year.” Three-quarters of Cisco’s sales are in routers, switches, and advanced network technologies—the things that keep data moving around cyberspace 24/7. But over the past decade, in addition to all that hardware, Cisco has pioneered the next generation of Internet networking tools, from cybersecurity to set-top boxes to videoconferencing. But this story is about much more than just a tech giant that makes equipment and software that companies need to run their Internet and intranet activities. It’s about a forward-thinking firm that has transitioned from a manufacturer to a leadership consultancy. To make that happen, Cisco has perfected one major concept that seems to drive both its own business and its interactions with customer organizations—collaboration. Cisco is all about collaborating with its clients in order to help those clients better collaborate employees, suppliers, partners, and customers. COLLABORATION WITHIN AND WITHOUT John Chambers became...
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...stores at present, they are among the top retailers in this sector in Belgium, for both small and big electronic products. They are present in many shopping centers, and popular commercial districts. Their offer a best price guaranteed on all their products, committing to reimburse the difference, if a customer find a cheaper offer elsewhere. This has been part of their marketing campaign for quite a long time, together with promoting an excellent customer service. VdB also complement their products offer with other services, such as warranty extensions, free delivery, installation and disposal of old appliances, purchase financing. More recently they included a remote helpdesk service for all sorts of computer related problems and their BtoB service, to help and assist companies with their needs. Typically every department of each store would have a dedicated salesperson/expert. With a growth of more than a store each year (5 in the last 4 years - Lalibre.be, 2007-2012) they inevitably grew passed the traditional retailer phase into a more mature and vulnerable (wheel of retailing terminology by Varley and Rafiq, 2004). VdB is currently part of one of the top 3 european group of electronics retailing chains, namely Kesa. b) PEEST Political/legal Having introduced a variety of services to customers, VdB requires to collect information which are subject to be treated in a certain way, according to privacy protection legislation. VdB had to introduce strict...
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...FEDEX CASE 1. List the business processes displayed in the video: 1. Federal express currier picks up a package 2. Currier scans the box to electronically alter FedEx that the package is in their hands 3. Packages are brought to a hub (a large FedEx warehouse) 4. Packages are unloaded onto a conveyer belt that carries to a scanner that weighs the boxes and measures the size. This tells FedEx how much to charge the customer for shipping. 5. Packages go to a multidirectional scanner, with 40 cameras that scans and inputs the label. Labels tells the scanner where the box is being shipped 6. Any package that can not be scanned is sorted manually 7. Packages are then diverted automatically (or manually for packages that are not able to be scanned) and pushed down slides to their respective locations to be put into cargo containers 8. Each cargo container is weighed and then loaded onto a plane 9. FedEx air control center routes the plane and monitors flying conditions 10. Packages are still being monitored here 11. Plane lands, packages go to another sorting center 12. Packages are put on a truck and delivered to your door 2. List the types of information systems shown in the video. Can you describe how systems that were not shown might be used at FedEx? The information systems shown in the video are: * Management Information System (MIS): The FedEx system is set up to track packages at each point in their delivery process...
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...Blackberry – Brand repositioning strategy. Through this short paper, I would like to further comprehend and propose Blackberry’s strategy towards repositioning in the present potential market. In 2009, Fortune magazine declared Blackberry as one of the fastest growing brands in the world, but within a period of 3-4 years, there market share dropped to 2%. As previously discussed, some main reasons were late entry into consumer/lifestyle segment without outstanding and cutting edge gadgets and services, inability to create a clear brand image in the minds of consumers resulting in loss of appeal, delayed improvisation and updating the technology of its very successful devices and finally the wrong move of diverting towards B2C instead of broadening and capturing existing B2B target segment. The competitive advantage of Blackberry in the corporate world is gone and Blackberry is not good enough to compete in a consumer market. That is why they are forced to start a worldwide repositioning strategy, since their brand image is already diluted now. Therefore, the aim of repositioning would be to establish clear objectives (long-term & short term), change consumer perception, gain market share, fulfill corporate goals, enhance and adapt core competencies, creates barriers to entry for competitors and exploit the USP of the brand. Let’s look at some key aspects below: Target Segment Once clear goals are established, Blackberry will be able to determine its strength and weaknesses...
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...brand communication strategy. Corporate social responsibility: all about ethics. Principles of Marketing (Kotler, Amstrong). Assignments: Google turns to you, how to develop brand communication strategy into the Chinese market? Market research Situational analysis Recommendations Based the strategy under the conclusion of the market research * Operational marketing 1. Study and understand the market 2. Craft a marketing strategy and plan 3. Develop operational marketing 4. Evaluate returns Managerial project: What a company wants to do Market study project: What a company needs to know We have to follow market trends, evaluating the number of Chinese using google as a metasearch engine, google is a BtoB mood. Start with a PESTEL analysis How foreign policies influence the communication? Problems of national defence, posses so much information about people, it is valuable for any intelligence agencies. Could have some temptations to hack google to get some information from google. Porter’s model to analyse clients, competitors and partners (Micro-environment). GOOGLE: 2004, 40% of the market share, now less than one percent. Google is created in 1998 by Lawrence Page and Sergei Brin. They’re not prepared to assume the rapid growth, nothing to sell, really young and brilliant people but they need a third person Eric Schmidt to sell the product and became top key executive of google as from 2001. Allowed Google to develop...
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...* CONTENTS I. Internal analysis 4 A. Key facts 4 B. PSA in brief 4 C. Company overview 5 D. The electric vehicle 6 E. Focus on Peugeot Ion, the tangible product 6 F. Services 7 II. Macro 7 A. Ecological and Economical factor 7 B. Political factor 8 1. Legislations and government interventions 8 III. Micro 8 A. PURCHASE behavior: environmental vs. economical concern 8 B. Competitors offer 9 1. Specialist carmakers 9 2. Renault – Nissan 9 C. Substitutes products 10 1. Other concepts of “green cars” 10 IV. SWOT 11 A. Strengths 11 1. Strong research and development capabilities 12 2. Increasing operational performance 12 3. Partnership with Mitsubishi 13 B. Weaknesses 13 1. High indebtedness 13 2. Autonomy/performances and Charging battery time 14 C. Opportunities 14 1. Strategic alliances 14 2. Poised to benefit from growing automotive markets in China, Latin America and Russia 15 3. Growing worldwide demand for more environmentally friendly vehicles 15 4. Stringent environmental regulations 16 D. Threats 16 1. Intense competition 16 2. Foreign currency risk 17 V. Segmentation 17 A. Criteria of segmentation 17 urrent target of the Peugeot iOn 18 VI. Current strategy 19 A. Objectives of the Group 19 B. Competitive advantage 20 C. Competitive environmental strategies 20 D. First Mover Advantage 20 E. BCG Matrix analysis 21 VII. Questionnaire results 22 VIII....
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...Analysis of Google Google is a play on the word googol, which was coined by Milton Sirotta, nephew of American mathematician Edward Kasner, and was popularized in the book, "Mathematics and the Imagination" by Kasner and James Newman. It refers to the number represented by the numeral 1 followed by 100 zeros. Google's use of the term reflects the company's mission to organize the immense, seemingly infinite amount of information available on the web. Back before Google? Aye, there's the Rub. According to Google lore, company founders Larry Page and Sergey Brin were not terribly fond of each other when they first met as Stanford University graduate students in computer science in 1995. Larry was a 24-year-old University of Michigan alumnus on a weekend visit; Sergey, 23, was among a group of students assigned to show him around. They argued about every topic they discussed. Their strong opinions and divergent viewpoints would eventually find common ground in a unique approach to solving one of computing's biggest challenges: retrieving relevant information from a massive set of data. By January of 1996, Larry and Sergey had begun collaboration on a search engine called BackRub, named for its unique ability to analyze the "back links" pointing to a given website. Larry, who had always enjoyed tinkering with machinery and had gained some notoriety for building a working printer out of Lego™, took on the task of creating a new kind of server environment that used low-end...
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...中国医药电子商务 摘 要 本文综述了中国医药的电子商务发展路径研究。综述的关注点主要有以及几个：（1）中国医药电子商务现状；（2）国外医药电商的发展给我国的启示；（3）中国互联网药品服务监管问题；（4）今后进一步的发展研究方向。 关键词 医药 电子商务 监管 绪论 医药行业是国家的特殊行业之一，它与计算机、汽车、微电子已经成为我国重点技术创新产业。而且随着网络的发展，电子商务在全球迅速开展起来，医药行业也逐步步入了电子商务的发展阶段。我国医药企业电子商务的发展历程相对日美等国较为缓慢，但至也已有十余年的发展历史。有关医药电子商务的研究已渗透网站建设、监管问题、商业模式、支付结算、药品物流等方面，参阅何心悦（2014）、曹立明（2013）。但相对于国外医药电商的成熟，我国在体制建设、行业整合、电子信息化等方面还有许多可借鉴之处，本文将在已有文献的基础上研究医药电商进一步发展的可行方向。 医药电子商务起源 20世纪90年代后期，美国、日本的医药企业广泛利用现代信息网络技术替代手工订单处理订单处理流程，通过传统的EDI、手持便携式订单处理系统和互联网系统生成的订单占总订单的90%，电子商务成为药品流通的主流模式（参阅陈昊阳，2011）。但在此时，中国的电子商务才刚刚兴起（参阅叶佳丽，2010），医药电商的起步就更晚一步，其详细发展历程可参阅孟令全，连桂玉，陈玉文（2009）及王丹（2007）。简言之，我国医药电子商务正式起源于2000年。2000年6月26日国家食品药品监督管理局（现称国家食品药品监督管理总局）发布的《药品电子商务试点监督管理办法》（以下简称《办法》）中将医药电子商务定义为“药品生产者、经营者或使用者，通过信息网络系统以电子数据信息交换的方式进行并完成各种商务活动和相关的服务活动”。普遍意义上的医药电子商务是指 医药电子商务是指医药生产企业、医药流通企业、医院、消费者等利用计算机与通信技术进行的基于医 药产品的网络营销、网上洽谈、网上订货、网上支付、网上客服等商务活动。 国内医药电子商务应用现状 受医药行业产业结构情况、市场化建设现状、法律法规环境等方面的影响，我国医药电子商务仍处于起步发展阶段。政策对行业影响尤为显著，《互联网药品交易服务审批暂行规定》、《关于实施互联网药品交易服务审批暂行规定有关问题的补充通知》以及 2013 年 3 月推出的新版《药品经营质量管理规范》（GSP），都通过市场准入门槛，企业经营的硬件标准和软件要求等对医药电子商务产生着深刻的影响。 我国医药电子商务目前是在国家食品药品监督管理总局的监管下进行的，其发布的文件及规定对我国医药电子商务的发展进行了不断监管及指导（参阅汪海生2007），2000年6月国家药品监督管理局出台了 《办法》，确定了 10 家试点单位开展互联网药品交易。试点期间，一大批医药电子商务网站迅速发展，并取得了很大成就，如九州通医药电子商务交易平台、民生医药电子商务网、海虹医药电子商务网等。2002年，电子商务试点审批被取消，各企业在办理了相关网站 申报和审批后，可以自主开展医药电子商务B2B业务。在2004年，国家叫停了“除以取得药品招标代理机构资格的单位所开办的网站外的一切互联网药品交易活动。进入2005年，随着新规定的出台，我国医药电子商务B2B市场被纳入了国家法规管理正规。根据2005年9月29日食监局颁布的《互联网药品交易服务审批暂行规定》第九条，向个人消费者提供互联网药品交易服务的企业，申请企业首先必须是“依法设立的药品连锁零售企业”，网上售药须具备《互联网...
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...AEROSPACE MBA Syllabus & Curriculum 2015-2016 Contact: Phone: +33 5 61 29 48 64 Fax: +33 5 61 29 48 07 E-mail: aerospace.mba@tbs-education.fr TABLE OF CONTENTS Welcome to the Toulouse Business School Aerospace MBA program 3 The pedagogical philosophy 4 The general structure of the Aerospace MBA 4 Assessment guidelines 7 Team Building Seminar and Leadership Development 10 Core Management 14 Process Workshops 23 Electives 34 Corporate mission project / Professional thesis 35 Academic team 37 Administrative and Management Team 39 Appendix I: Details on Multicultural Team Project 40 Appendix II: Details on Corporate mission project / Professional thesis 41 2 Welcome to the Toulouse Business School Aerospace MBA Program Preamble The Aerospace MBA is a post-experience degree seen as a career accelerator or a means to make a career shift after a minimum of 3 years’ professional experience. This MBA is a generalist degree in business administration with a broadening management program linked to the Aerospace sector and environment. The Aerospace MBA has a minimum length of one year of full-time or 2 years of part time study in the wonderful city of Toulouse. The Aerospace MBA will require a significant amount of classroom study or structured contact. In all, the program requires a minimum of 1800 hours of personal work. This MBA program is intellectually demanding...
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