...rketing Is All About Delighting the Customers. Marketing is all about delighting the customers. Discuss the theory and then give practical, real examples of how various products or services are delighting their customers today. Also provide your own ideas of how these products or services could further improve in the future. Introduction Nowdays, Marketing is all about delighting the customers, This concept has been deeply rooted. Most of the companies by all means for customers to please, but in fact it is useful to please the customer? In this essay, it will let us understand the production concept, product concepts, marketing concepts, marketing concepts and the meaning of the concept of social marketing, background and links between various ideas and differences, understand the new development of enterprise marketing management. We know that marketing is targeted at customers, so we should be aware of what customers, business trends, through what channels make customers happy. Body Customer satisfaction is a product that customers meet their needs and expectations of performance to compare the sensation of the state, from the customer point of view the value of enterprise products and services, the subjective evaluation. If the performance is less than expected, customers will be satisfied; if performance and expectations rather, the customer will be satisfied; if the performance is greater than expected, customers will be satisfied. The formation of customer...
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...ASSIGNMENT 1 INTRODUCTION After the separation of Malaysian Airlines and Singapore Airlines, Malaysia Airline System was founded in 1972. Singapore Government and Malaysian Government decided to run their own carriers separately. Singapore airline completely separated from Malaysia Airlines on October 1, 1972. Due to the popularity of MSA brand, the Malaysian Government decided to swap one letter and name the airline as the Malaysian Airline System or MAS. The airline changed its name to Malaysia Airlines in the year 1982. Malaysia Airlines started its business with a squadron of Fokker F27 Turboprop Aircraft. The airline soon started to operate jets such as Boeing 707 and Boeing 737-200. The airline got its DC-10 jets in 1976, enabling the long international service. Airbus A300 was also included in its fleet as well as A310 for a short while. Malaysia Airline System (MAS) handled its primary centre out of Kuala Lumpur. The Airline operated to over 34 regional destinations and over 45 International cities. There were many Malaysia Airline accidents in the past years which resulted in a high financial and economical crisis as well as union breakdown. In 2009, MAS had 2 notable accidents; one of them included passenger casualties and deaths. Malaysia Airlines flight 653 was hijacked and crashed in the year 1977 at Tanjung Kupang, killing all 100 passengers as well as crew on board. Malaysia Airlines Flight 684, in the year 1983, was an Airbus A300 which fell short of the runway...
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...that extent through over 20 countries. There are some companies which link with AirAsia such as AirAsia X, Thai AirAsia, Philippines’ AirAsia Inc., AirAsia Japan and Indonesia. In addition, for the vision part in AirAsia, AirAsia aims to be the largest low cost airline in Asia and serving the 3 billion people who are currently underserved with poor connectivity and high fares. While for the mission of AirAsia, AirAsia wants to be the best airline company to work whereby employees are treated as part of the big family. Besides, AirAsia try to maintain the lowest cost hence everyone can fly with AirAsia. Highest quality product, embracing technology to lower the cost and improvement in service levels will be maintained by the AirAsia airline also. Lastly, create a globally recognized ASEAN brand will be the mission part of AirAsia. In the values part, AirAsia will implement trough the following key strategies which are: * Safety * Low fare, no frills * Lean distribution system * Point to point network * High aircraft utilization * Streamline operation The loyalty programmed of AirAsia will be “BIG”. BIG was known as the kind global programmed where can earn BIG Points to redeem “free airline flight”. Members can enjoy the preference booking, special offers and discount as an AirAsia BIG dedication member in term and condition apply. (AirAsia, 2013) 2.0 Strategic Analysis Strategy analysis was known as the process of developing strategy for...
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...that extent through over 20 countries. There are some companies which link with AirAsia such as AirAsia X, Thai AirAsia, Philippines’ AirAsia Inc., AirAsia Japan and Indonesia. In addition, for the vision part in AirAsia, AirAsia aims to be the largest low cost airline in Asia and serving the 3 billion people who are currently underserved with poor connectivity and high fares. While for the mission of AirAsia, AirAsia wants to be the best airline company to work whereby employees are treated as part of the big family. Besides, AirAsia try to maintain the lowest cost hence everyone can fly with AirAsia. Highest quality product, embracing technology to lower the cost and improvement in service levels will be maintained by the AirAsia airline also. Lastly, create a globally recognized ASEAN brand will be the mission part of AirAsia. In the values part, AirAsia will implement trough the following key strategies which are: * Safety * Low fare, no frills * Lean distribution system * Point to point network * High aircraft utilization * Streamline operation The loyalty programmed of AirAsia will be “BIG”. BIG was known as the kind global programmed where can earn BIG Points to redeem “free airline flight”. Members can enjoy the preference booking, special offers and discount as an AirAsia BIG dedication member in term and condition apply. (AirAsia, 2013) 2.0 Strategic Analysis Strategy analysis was known as the process of developing strategy for...
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...London-based low cost airline and he, decided to further explore the mechanics and intricacies of the airline operations first hand. It has been his childhood dream to run an airline someday. So, after spending two days at easyJet headquarters in Luton airport, talking to staff and passengers and learning first hand how the airline operates, he had a vision and where he believed that a low cost airline would be accepted and can be operated successfully in the Southeast Asian region. Therefore, Tony Fernandes, who’s started his career as a music industry executive at Virgin Records and Time Warner Music, resigned and returned to his homeland, Malaysia. As Tony did not have any experience in running an airline, nor had any capital to start one, he raised money by mortgaging his house and using up his savings. He also brought-in three of his associates that is Datuk Pahamin A. Rajab, Abdul Aziz Abu Bakar and Kamarudin Meranun to start a low cost airline in Malaysia. Tony with the three as mentioned formed a partnership and set up Tune Air Sdn Bhd and bought AirAsia for a token sum of RM1.00 with RM40 million worth of debts. AirAsia was remodeled into a low cost carrier and by January 2002, their vision to make air travel more affordable for Malaysians had taken off. Tony turned the company around, producing a profit in 2002 and launching new routes from its hub in Kuala Lumpur, undercutting the former monopoly held by the national airline operator, Malaysia Airlines with promotional...
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...Adam Tomar Strategic Management Final (Prof. Spinello) 1.) Following WWII, fifth-generation Reinhard Mohn took over operations and slowly began to rebuild the company. Reinhard and Fritz Wixworth came up with the revolutionary idea to form a “book club,” a strategy that would remain the centerpiece of Bertelsmann for the next 50 years. Mohn and Wixworth believed that there would be significant demand by readers for books that “came to them,” especially since so many personal libraries had been destroyed during the war. Their strategy exceeded all expectations, as the book club had 100,000 members within 12 months and more than a million members within three years. Six years later, Bertelsmann expanded their revolutionary concept of personal clubs into the realm of music. Within a year, Bertelsmann built its own record-press plant and started its own music label, Ariola. By the early 1960s, the rapid growth experienced by Bertelsmann meant that the company had outgrown its existing organizational structure. Consequently, Mohn introduced a decentralized, divisional corporate structure with multiple independent profit centers. All divisions would be allowed to operate autonomously as long as their profits exceeded a hurdle rate, a strategy that Mohn coined “leadership from the center.” At the same time, Mohn created a set of principles and values called the “Bertelsmann Essentials” on which the organization should be based. With these values in mind, Bertelsmann continued to...
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...Chapter 2 Goods, Products and Services Glenn Parry, Linda Newnes, and Xiaoxi Huang 2.1 Introduction Defining terminology is a useful starting point when reading or writing on the subject of service to prevent any confusion or assumptions that we all understand the terms to mean the same thing. So, what do we mean by goods, products and services? This is a book about service, but what is a ‘service’ and how is it different to ‘goods’ or ‘products’? Whilst most people intuitively know the difference between a product and service, actually defining this difference with clarity and accuracy of text is not straight forward. The terms ‘goods’ and ‘products’ appear to be used interchangeably in much of the literature, but even here we can find debate about meaning (Araujo and Spring 2006; Callon 1991, 2002). However, for the sake of brevity we will here accept that they both refer to the same thing and focus on attempts to differentiate goods and services. This quest is far from straightforward. Since the early eighteenth century academics and scholars from different domains have attempted to define these terms explicitly (Say 1803; Levitt 1981; Hill 1999; Gadrey 2000). In this chapter we will attempt to illustrate their findings in order to provide some background to the debate. 2.2 Goods In the eighteenth century Adam Smith (1776) stated that goods have exchangeable value and so a characteristic of a good is that its ownership rights can be established and exchanged...
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...The Indian food and beverage industry (not including alcoholic beverages) was valued at approximately $200 billion in the year 2007, according to a FICCI-Technopak study, and is expected to grow to $300 billion by 2015. Of course, not all of this produce goes in for processing, and the food processing industry is therefore estimated at a smaller $70 billion. Beverages, primarily packaged tea and coffee, milk-based packaged drinks, carbonated drinks and fruit-based drinks account for a small proportion of the industry, a little more than $6 billion. The food and beverage industry is considered a priority sector by the government, since it has potential for generating employment in both urban and rural areas. According to the India Brand Equity Foundation (IBEF), the industry already employs over 1.6 million workers directly, besides its impact on other sectors such as agriculture, logistics and retailing. The food and beverage industry covers many sectors, and the Ministry of Food Processing has broadly divided into the following areas: Dairy processing, Fruits & Vegetable processing, Grain processing, Fish, meat & poultry processing and lastly, Packaged goods such as beverages, snacks, bakery products, convenience/ready-to-cook foods. Currently, many units in the food processing industry work in the unorganised sector, but the share of organised industry is expected to grow, gradually. The packaged food, industry is expected to be a significant contributor to this growth...
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... Leadership Practice Unit 5013 Tony **** 9800******** The commercial world of today moves with an ever increasing pace, leaving businesses to adapt or react quickly to avoid being overtaken or leading to possible failure. For any business to survive and flourish long term they ultimately need a sense of purpose – a raison d’etre, a direction to follow and to know what exactly they stand for. Whilst it is true that often the values, beliefs and vision of a business is generally set in place by the business owners, CEO, MD, board members and alike, it is only when those very same values, beliefs and vision become shared by the workforce, and a culture is born, do they come to life. In this essay we will be establishing views on leadership, management and corporate culture as well as focusing on the men and women that both lead, manage, shape and direct our various global organisations. When asked what managers do, most people would likely say that managers ‘manage things’ like processes and systems, resources and standards. Managers are generally not known for being inspirational, risk taking or having people want to follow them. For a manager to be viewed as a leader, and one that is effective he or she must start to lead more by example, to willingly surrender some of their managerial power by empowering others, and to begin to inspire their people by becoming more visionary and pro-change in themselves. A much quoted bromide...
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...Competency 309.2.4: Cultural Sensitivity - The graduate demonstrates sensitivity to cultural differences that impact business practice in foreign markets. Objective 309.2.4-05: Describe how specified multicultural issues may impact the marketing approach for given products in a given market. Objective 309.2.4-06: Explain how cross-cultural communication issues affect marketing strategies. Objective 309.2.4-07: Evaluate the impact of specified cross-cultural ethical differences on marketing strategies. Introduction: Businesses large and small now compete in a truly global economy. To be successful in another country, it is essential to understand and appreciate the cultural differences that exist. Business practices and ideas that work well here in the United States may not necessarily be expected to do so in other cultural environments. If you were considering an expansion of your current business into an Asian country, what cross cultural challenges might you encounter? Task: Write an essay (suggested length 3–5 pages) in which you do the following: A. Discuss three major cross-cultural differences that would need to be taken into consideration if your company were to expand into this market based on your selected country. I have chosen to take my business into the Asian country of the Philippines. There will be many cross-cultural differences that will need to be considered prior to the expansion from the United States. Three of these major cross-cultural...
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...individual exogenous changes which influence development of international tourism. Recent developments in Tourism on the 21st Century Introduction Tourism is a significant economic factor of nations worldwide. Not only does this help contribute to overall economic gain, but this also enable countries to share their natural resources, gain international recognition and attract prospects for further business transactions. Despite the rise of previous tourism obstacles such as epidemic and terrorism attacks, countries from all over the world attempt to revive their tourism industry through extensive marketing and development. Indeed, the start of the 21st century witnessed various growing tourism trends that other nations followed and applied. Among these are the developments observed in global tourism’s latest visitor attractions. Thus, in this brief essay, the different tourism trends worldwide will be described. How these trends had affected the latest visitor attractions will also be discussed. Latest Trends Sports Tourism Sports in general have been an important aspect of global culture; it is in the conduction of sports where language and cultural barriers are replaced by the universal eagerness for such activities. Recently, several sports activities are being held in different countries, which in turn attracted a number of tourists. Diving, golf and yachting are some of the latest activities under sports tourism that are attracting a significant travel...
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...Essays on Service Improvisation Competence: Empirical Evidence from The Hospitality Industry A Dissertation Presented to the Graduate School of Clemson University In Partial Fulfillment of the Requirements for the Degree Doctor of Philosophy Management by Enrico Secchi August 2012 Accepted by: Dr. Aleda V. Roth, Committee Chair Dr. Thomas A. Mroz Dr. Gulru Ozkan Dr. Rohit Verma Abstract This dissertation explores the service design antecedents and the performance outcomes of Service Improvisation Competence (Serv–IC)—the ability of service employees to deviate from established processes and routines in order to timely respond to unexpected events, using available resources. Service operations and strategy research have strongly highlighted the importance of possessing flexibility in order to face the uncertainty derived from the interaction with the external environment (Tansik and Chase 1988, Eisenhardt and Tabrizi 1995, Brown and Eisenhardt 1998, Frei et al. 1999, Menor et al. 2001, Frei 2006). An important component of the ability of service firms to adapt to customer requests, expectations, and needs rests in the systemic ability of frontline employees to creatively adapt to the challenges posed by the constant struggle to satisfy customers. This dissertation is composed of three essays. In Essay 1, we build the theoretical framework necessary to advance a theory of Service Improvisation Competence, and we propose a nomological network that links service delivery...
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...So U: Marketing Plan Robin Postell June 7, 2014 MBA Fulfillment in the Requirement for MKT 500 Strayer University Dr. Issac Owolabi, Ph.D. TABLE OF CONTENTS I. Executive Summary II. Mission Statement III. Branding, Pricing, and Distribution IV. Company Major Competitor V. Differentiation Strategy VI. Leader or Follower VII. Macro-Environmental Issues VIII. Predicts Trends and Formulate Strategy IX. Implementation Strategy X. Five Year Expansion Plan XI. Social Media XII. Performance Standards XIII. Potential for Company XIV. I. Executive Summary: Mobile phones and smart phones are growing in popularity all around the world. Mobile technology has become important in the developing world, by allowing it to “shoot ahead” and take advantage of advances in information and communication technologies without land lines. Many development projects are currently underway to bring information services via mobile phone and other devices to emerging societies. (Wei, 2014) So U is a small manufacturing company which creates customize carrying cases for the mobile technology industry. So U converts leather into any type of mobile carrying case that can be universally use to carry any small to large mobile device manufactured under brand names such as Apple, Sony, and T-Mobile; but with the clients own engraved style choice which reflects their life style. Established in 2012 from the basement of my home, my brother...
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...Dictionary of Travel, Tourism and Hospitality By the same author Britain – Workshop or Service Centre to the World? The British Hotel and Catering Industry The Business of Hotels (with H. Ingram) Europeans on Holiday Higher Education and Research in Tourism in Western Europe Historical Development of Tourism (with A.J. Burkart) Holiday Surveys Examined The Management of Tourism (with A.J. Burkart eds) Managing Tourism (ed.) A Manual of Hotel Reception (with J.R.S. Beavis) Paying Guests Profile of the Hotel and Catering Industry (with D.W. Airey) Tourism and Hospitality in the 21st Century (with A. Lockwood eds) Tourism and Productivity Tourism Council of the South Pacific Corporate Plan Tourism Employment in Wales Tourism: Past, Present and Future (with A.J. Burkart) Trends in Tourism: World Experience and England’s Prospects Trends in World Tourism Understanding Tourism Your Manpower (with J. Denton) Dictionary of Travel, Tourism and Hospitality S. Medlik Third edition OXFORD AMSTERDAM BOSTON LONDON NEW YORK PARIS SAN DIEGO SAN FRANCISCO SINGAPORE SYDNEY TOKYO Butterworth-Heinemann An imprint of Elsevier Science Linacre House, Jordan Hill, Oxford OX2 8DP 200 Wheeler Road, Burlington MA 01803 First published 1993 Reprinted (with amendments) 1994 Second edition 1996 Third edition 2003 Copyright © 1993, 1996, 2003, S. Medlik. All rights reserved The right of S. Medlik to be identified as the author of this work has been asserted...
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...CHAPTER 1 | TOURISM | 1.1 INTRODUCTION TO TOURISM Since the beginning of the time people have travelled In the early periods, people used to travel for food, water and safety or acquisition of resources (trade). But in the recent times, the word travel is also associated with pleasure or exploration. Now, Tourism is the business of providing travel, accommodation, food, entertainment to the people who are travelling for the purpose of either recreation and leisure or business. Tourism may be expressed as the processes, activities, and outcomes arising from the relationships and the interactions among tourists, tourism suppliers, host governments, host communities, and surrounding environments that are involved in the attracting and hosting of visitors. Hence, tourism is the movement of people (tourists) to a destination outside of place, where they normally live and work. Tourism is not only restricted to people (tourists) but it is also the movement of activities of the providers. For example, the services provided during the course of travel. Tourism is about involving people and knowing them better. It is not a short term process of but a long term relationship between the consumer (tourists) and provider of Tourism Service. Tourism is the collection of activities, services and industries that delivers a travel experience including transportation, accommodations, eating and drinking establishments, retail shops, entertainment businesses, activity facilities...
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