...Diploma Business Unit 41: Contemporary Issues in Marketing Management Student Name Assessor name Dr. Nittin Essoo Date issued Completion date Deadline 16.03.2015 11.07.2015 Assignment title(s) Learner declaration I certify that the work submitted for this assignment is my own and research sources are fully acknowledged. Student signature: Date: Learning Outcome Learning outcome Assessment Criteria In this assessment you will have the opportunity to present evidence that shows you are able to: 1.1 LO1 Understand the importance of relationship marketing in a contemporary business context explain the concept of knowledge management and its role in relationship marketing 1.2 explain the ways that ICT can support the customer relationship management process in a particular organisation describe the benefits of customer relationship management in a selected organisation make justified recommendations for the improvement in customer relationship management for a selected organisation 1.3 1.4 2.1 LO2 2.2 Understand the 2.3 role of marketing in non-traditional contexts 2.4 3.1 3.2 LO3 LO4 Task no. Understand the 3.3 importance of applying the extended 3.4 marketing mix in the service sector Understand the 4.1 reasons for the increasing 4.2 emphasis on ethics and social 4.3 responsibility in marketing 4.4 T1 carry out a stakeholder analysis for a...
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...This article was downloaded by: [Kingston University Library] On: 02 November 2013, At: 01:05 Publisher: Routledge Informa Ltd Registered in England and Wales Registered Number: 1072954 Registered office: Mortimer House, 37-41 Mortimer Street, London W1T 3JH, UK Journal of Marketing Management Publication details, including instructions for authors and subscription information: http://www.tandfonline.com/loi/rjmm20 Relationship Marketing Theory: Its Roots and Direction Kristian Möller & Aino Halinen Published online: 01 Feb 2010. To cite this article: Kristian Möller & Aino Halinen (2000) Relationship Marketing Theory: Its Roots and Direction, Journal of Marketing Management, 16:1-3, 29-54, DOI: 10.1362/026725700785100460 To link to this article: http://dx.doi.org/10.1362/026725700785100460 PLEASE SCROLL DOWN FOR ARTICLE Taylor & Francis makes every effort to ensure the accuracy of all the information (the “Content”) contained in the publications on our platform. However, Taylor & Francis, our agents, and our licensors make no representations or warranties whatsoever as to the accuracy, completeness, or suitability for any purpose of the Content. Any opinions and views expressed in this publication are the opinions and views of the authors, and are not the views of or endorsed by Taylor & Francis. The accuracy of the Content should not be relied upon and should be independently verified with primary sources of information. Taylor and Francis...
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...Current issues in service marketing – esikirja tentti A Service-Oriental Approach to Marketing of Services Mainstream marketing continues to be oriented towards doing something to customers, instead of seeing customers as people with whom something is done. Mainstream marketing seems to have pushed marketing into a vicious circle * marketing has become overly preoccupied with tactical issues and become less strategic. * top managers are less interested in listening marketers The Nordic School of Marketing Thought In Nordic School view of service marketing the researchers took the phenomenon of service in its marketing context as a starting point. * Miten markkinointi sopisi tähän ilmiöön? Mainstream Approach * Miten palvelut sopisivat jo olemassa olevaan tietoon? Nordic schoolin mukaan teorian luominen on tärkeämpää kuin teorian testaus. Kaksi asiaa kuitenkin syytä pitää mielessä: 1. Theory generation may also include elements of theory testing 2. When more solid body of knowledge has been established, pure theory testing becomes important chapter 2, A Service-Oriental Approach to Marketing of Services Mainstream marketing continues to be oriented towards doing something to customers, instead of seeing customers as people with whom something is done. Mainstream marketing seems to have pushed marketing into a vicious circle * marketing has become overly preoccupied with tactical issues and become less strategic. top managers are...
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...• Why businesses should utilize social media marketing along with traditional marketing practices? • What are the various applications of social media marketing for various companies functioning in the Indian market? What are the advantages and disadvantages of using social media marketing? • What are the social media marketing techniques followed by Coke and Pepsi in beverage industry? • What are the ways in which social media can more effectively be used by Coke and Pepsi for marketing their products? 2.4 Thesis Limitations Although the researcher has taken great efforts to ensure that this thesis is able to reflect good comparison of social media marketing techniques used by Coke and Pepsi but still there are some limitations of this study which are highlighted hereunder: 1. The first limitation of this thesis is that the results of the study are not generalisable and they apply in research settings only. 2. Secondly the scope of this study is limited to city of Delhi only as the data has been collected by the researcher in...
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...Management in Education http://mie.sagepub.com/ Reconfiguring the higher education value chain Virendra Pathak and Kavita Pathak Management in Education 2010 24: 166 DOI: 10.1177/0892020610376791 The online version of this article can be found at: http://mie.sagepub.com/content/24/4/166 Published by: http://www.sagepublications.com On behalf of: British Educational Leadership, Management & Administration Society Additional services and information for Management in Education can be found at: Email Alerts: http://mie.sagepub.com/cgi/alerts Subscriptions: http://mie.sagepub.com/subscriptions Reprints: http://www.sagepub.com/journalsReprints.nav Permissions: http://www.sagepub.com/journalsPermissions.nav Citations: http://mie.sagepub.com/content/24/4/166.refs.html >> Version of Record - Oct 6, 2010 What is This? Downloaded from mie.sagepub.com at Excelsior College on March 19, 2014 MiE Reconfiguring the higher education value chain Management in Education 24(4) 166–171 ª 2010 British Educational Leadership, Management & Administration Society (BELMAS) Reprints and permission: sagepub.co.uk/journalsPermissions.nav DOI: 10.1177/0892020610376791 mie.sagepub.com Virendra Pathak Kavita Pathak Abstract Forces of demand and supply are changing the dynamics of the higher education market. Transformation of institutions of higher learning into competitive enterprise is underway. Higher education institutions are seemingly under intense ...
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...of Online Marketing Trends of Bangladesh as a part of the BBA program for the Department of Business Administration, University of Liberal Arts Bangladesh. As the classroom discussion alone cannot make students to know about the real life circumstances, therefore it is an opening for the students to know about the practical environment of the real business world through this program. A student requires carrying out an extensive analysis of real world business problem and thereby preparing a report on the solution to the problem. In relation to that I chose the report on “Online Marketing Trends in Bangladesh”. 1.2 Problem Statement Internet marketing, or online marketing,...
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...archive of this journal is available at www.emeraldinsight.com/0265-1335.htm International e-marketing: opportunities and issues Jagdish N. Sheth Goizueta Business School, Emory University, Atlanta, Georgia, USA, and E-marketing: opportunities and issues 611 Received October 2004 Revised June 2005 Accepted July 2005 Arun Sharma School of Business, University of Miami, Coral Gables, Florida, USA Abstract Purpose – E-marketing is growing at a dramatic pace and is significantly impacting customer and business market behaviors. As a result, most firms have started developing e-marketing strategies for the web. However, the evolution and strategic direction of e-marketing strategies in international environments has not been discussed and is the focus of this paper. Design/methodology/approach – In this paper, the authors examine two issues based on extant literature and our previous research in this area. The authors discuss e-marketing in an international context and develop a framework that will allow researchers and managers to understand the impact of country level effects on e-marketing strategies. The paper proposes that the evolution of e-marketing strategies is based on the countries infrastructure and marketing institutional development. Findings – It is found that international e-marketing strategies are fundamentally changing, and will continue to change, marketing thought and practice in international markets. The paper suggests that the e-markets of tomorrow...
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...Nike China’s “Find Your Greatness” Campaign CLIENT NIKE PRODUCT NIKE ENTRANT WIEDEN+KENNEDY SHANGHAI Shanghai, CHINA TYPE OF ENTRY MEDIA: Use of Media CATEGORY Best Use of Social Media Marketing TITLE FIND YOUR GREATNESS PRODUCT/SERVICE NIKE ENTRANT COMPANY : WIEDEN+KENNEDY SHANGHAI Shanghai, CHINA ADVERTISING AGENCY : WIEDEN+KENNEDY SHANGHAI Shanghai, CHINA MEDIA AGENCY : MINDSHARE CHINA Shanghai, CHINA BRAND OWNER: Nike AGENCY: Wieden+Kennedy, Mindshare, AKQA, Razorfish BRAND: Nike COUNTRY: China MEDIA BUDGET: 10 - 20 million AMBUSH MARKETING: A marketing technique in which advertisers work to connect their product with a particular event in the minds of potential customers, without having to pay sponsorship expenses for the event. An example of ambush marketing might involve selling music merchandise just outside the grounds of a concert without the consent or awareness of the concert promoters, relying on association with the concert to drive sales. PARASITIC ADVERTISING: A type of marketing that promotes one product at the cost of lost sales for another product. Parasitic advertising often occurs when two products are close substitutes for one another. Firms generally attempt to avoid parasitic advertising within their own product offerings because it is not the most effective way of maximizing the return on ad spending. THE BIG IDEA: Honour the pursuit of greatness, not just gold. Simply to inspire and energize everyday athletes everywhere...
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...A brand orientation typology for SMEs: a case research approach Ho Yin Wong and Bill Merrilees Department of Marketing, Griffith Business School, Griffith University, Gold Coast, Australia Purpose – This research paper aims to discuss the role of branding strategy in small and medium size enterprises (SMEs). Design/methodology/approach – The literature on traditional brand management and strategic branding are first reviewed. Four critical constructs are identified, namely brand distinctiveness, brand orientation, brand-marketing performance and brand barriers. The literature, in combination with (eight) case research interviews, has been synthesised to develop a new theory of SME branding. Findings – The paper reveals that the theory identifies the ladder of SME brand orientation, moving from minimal brand orientation, to embryonic brand orientation to integrated brand orientation. Further, it is suggested that most SMEs will be on the lower steps of the ladder. A model of the brand strategy process has been formulated, specifying links between brand barriers, brand distinctiveness, brand orientation and brand-marketing performance. The study puts forward some propositions about the pre-conditions to move higher up the ladder, particularly to an integrated brand orientation. Research limitations/implications – The major limitation of this research is that it is based on eight case studies. It is suggested that a quantitative survey be carried out to enhance the generalisability...
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...ADVANTAGES OF E-COMMERCE: Firstly, Under ecommerce information flows more quickly and in more directions than in the traditional business giving businesses opportunities to access more market at low cost and with minimal capital investment and few staff. In this way the information flow improves competitiveness and customer service, reduces transaction costs and overheads while avoiding traditional limitation of restricted access to information. A large proportion of information between organizations or individuals may be easily handled electronically including quoting or submitting of tenders, ordering, etc. Secondly, E-commerce saves time and money (43) and the risk of lost or damaged documents is reduced when documents are transmitted electronically in a form of data message or attachments. The innovation and the use of EDI facilitate the placing and dispatching of orders between commercial undertakings (44). Thirdly, e-commerce offers great opportunities to both business and consumers at a cheap rate (45). Business person cannot necessarily meet with their consumers when transacting business electronically thus saving both time and transport costs. It offers businesses access to a wider, potentially global physical outlet. It enables customers of both goods and services to choose from a wide range of suppliers electronically than is possible using traditional means. From Malaysian case study According to Auger et al. (1997) Internet has eliminated the geographical barriers...
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...campaign will be sketched. In the third section of the paper, the analysis of the campaign is structured in three subitems with theoretical references. In the following section, a post-hoc evaluation tries to examine the case through a logical model. Lastly, by drawing from the previous analysis and evaluation, the paper exposes the findings in the values of modern-day IPR campaign. Research Methodology When considering what research methodology is appropriate and shall be adopted in the course of analyzing and evaluating this IPR campaign, it is important to understand the patterns and attributes of the study case. In view of the ‘Best job in the world’ IPR campaign is a typical model of modern-day IPR campaign, which is different from traditional PR campaign in terms of the PR strategies, execution and communication channels. Therefore, research methods correspondingly adopted contrastive analysis and evaluation in a literature review in accordance with academic theories. With respect to the methods of data and...
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...Buyer’s behavior In online auctions as opposed to traditional auctions Table of contents 1. Introduction 3 2. Online auctions as opposed to traditional auctions 3 3.1. Advantages online auctions 3 3.2. Risks of auctions 4 3. Buyers decision-making process in auctions 4 4. Type of auction 5 5.3. English auction 5 5. Economic theories 6 6.4. Rational behavior 6 6.5. Effects of irrational behavior 7 6. Conclusion 7 7. References 8 1. Introduction While the Internet has become an essential resource in the global economy, it has not only changed the way consumers think, behave, and make decisions, it has also changed businesses. Since the opportunity of reaching out to a mass-market was created as a result of the Internet and its easy accessibility, businesses are scrambling to take advantage of changes in their markets. An example of one of those businesses is an auction. As a result of the development of sophisticated software that enables businesses to buy and sell on the Internet under secure conditions, the e-business model of auctions, called online auction, has emerged. Online auctions adapt the traditional auctions to the instantaneous advantage of the Internet to reach new markets that were previously cost-prohibitive by reducing transaction costs. Advantages such as the size and scope of the audience are enabling Internet auctions to...
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...Book Report The Marketing of Evil: How Radicals, Elitists, and Pseudo-Experts Sell Us Corruption Disguised As Freedom MKT 6013 Prof. Gadd March 29. 2011 La Shawn Early The Marketing of Evil: How Radicals, Elitists, and Pseudo-Experts Sell Us Corruption Disguised As Freedom Summary Marketing is the application of the knowledge of human psychology to the task of persuasion." (p.99) David Kupelian. Marketing Evil is a must read for those wishing to understand the culture war that the left has declared on American institutions, values, and ethics. Kupelian, with a calm, steady and patient hand, exposes the left as master marketers’ selling an agenda of ever increasing recklessness and corruption as a designer substitute intended for classical American ordered liberty. His chapter on the three step process (desensitize, jam, and convert) devised by sodomites to sell their spectacular species of wickedness to main street America is worth the whole price of the book. Chapters detailing the rotting corruption of the liberal education establishment, showing the manifest moral bankruptcy of modern feminism, and exposing the blood thirsty, predatory nature of the pro-abortion movement give a chilling glimpse into the cynical techniques used by the left to manipulate people into waging war against their own enlightened self interests. There is a chapter written on "Media Matrix" which is nothing short of brilliant. Kuplelian pulls back the curtain and exposes the wizards pulling the...
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...popular, the traditional industries have to think about their revolutionary about their new productions which can face new challenges. New products that can take advantages of internet can survive in this competitive world. Over the past years, the Internet has developed into a valuable tool for consumers searching for unbiased and extensive product information. With the goal to take a rational buying decision, consumers frequently access price comparisons, technical specifications, consumer reviews, or similar information in the web. Online shops utilize the availability of this information and integrate according functionalities in to their websites, creating a better experience and positively influencing sales. But although revenues in online shops are increasing, physical stores still retain their attractiveness to customers. A reason for that is certainly that the overall shopping experience created in a shopping mall or a corner store is very different from shopping with a web browser. As for a traditional travel guide book publisher, Lonely Planet, it also can use this good opportunity to release new product in order to change customers’ ideas about this company, which can help the company to change its impression of traditional consumers. Besides, it can also address consumers’ concerns about the timelessness and currency because the new products that used in mobile devices can provide real-time information and update information constantly, which traditional travel books...
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...Summary In this report, the author vigorously focuses on giving the marketing concepts and theories and all these marketing concepts will be applicable for the Nespresso Company for which the author has just been hired as the Marketing Consultant. With a view to strengthening the marketing activities of the company as well as developing the brand for the company, the author has to have an insight into the segmentation including the customer segmentation and market segmentation that the company wants to target. In addition, the author also has to attach much importance to analyzing the microenvironment and macro environment in which the company is operating in. In addition, the author also mentions the positioning of the company in the market and suggests the application and development of a marketing mix strategy with a view to develop the company’s brand and image in the market. Introduction Nespresso Company has been considered a famous and prestigious coffee provider across the globe with the strong business presence in many countries world-wide. Nespresso has been the pioneering coffee provider in European market during the last 25 years. Nespresso aimed at expanding its market share to the American market by penetrating the market with the initiatives and changes in the coffee drinking habits, creating a premium large-cup coffee market in North America. The author has just been pooled as the Marketing Consultant of Nespresso Company. The biggest task of the author is...
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