...identifications such as “nationalities, religions, [or] racial groups…” (Kotler & Keller) A vast amount of research has been done on environmental topics which “have emerged as one of the most important economic policy issues… and many view energy efficiency… [would help] to reduce greenhouse gas emissions.” (Allcott, 2011) “cultural knowledge includes implicit theories about the world we live in that are largely shared by the members of our society.” (LaPlante, 2005) Thus, the popular beliefs amongst one’s peers in conjunction with widespread word of mouth lend to similar thoughts amongst the ‘Generation Y’ demographic. The speculation of global warming and climate change has sparked many people to begin trying to make changes in the way their lives are lived, including installing devices that can make their homes ‘smarter’, and more environmentally friendly. Energy conservation, and environmental issues are very important topics in the world today. As a result the U.S. electrical system has undergone some revolutionary social changes in the past few years (Levinson, 2010) by creating a smart grid in additional efforts to try and reduce greenhouse admissions. Designed to be significantly more efficient than the modern thermostat, Nest Labs Inc Learning Thermostats remind the owner to change the air filter, which is just one...
Words: 3686 - Pages: 15
...Key Terms (from your textbook) Chapters 10 to 18 Please note that this is not “new” or “different” information; these terms are the exact same ones that are highlighted in the margins of your textbook chapters. Many of your classmates found that having the vocabulary in this format is helpful while studying, which is why I have posted this list. CHAPTER 10 TERMS associated services | (also called augmented product) The nonphysical attributes of the product including product warranties, financing, product support, and after-sale service. | | | | augmented product | See associated services. | | | | brand association | The mental links that consumers make between a brand and its key product attributes; can involve a logo, slogan, or famous personality. | | | | brand awareness | Measures how many consumers in a market are familiar with the brand and what it stands for; created through repeated exposures of the various brand elements (brand name, logo, symbol, character, packaging, or slogan) in the firm's communications to consumers. | | | | brand dilution | Occurs when a brand extension adversely affects consumer perceptions about the attributes the core brand is believed to hold. | | | | brand equity | The set of assets and liabilities linked to a brand that add to or subtract from the value provided by the product or service. | | | | brand extension | The use of the same brand name for new...
Words: 7525 - Pages: 31
...three marketing approaches that companies can take: mass marketing, product-variety marketing, and target marketing. A fuller discussion details the three steps of target marketing, beginning with market segmentation: dividing a market into groups that is measurable, accessible, substantial, and actionable. This can be done in different ways by using geographic, demographic, psychographic, behavioral, or other variables. Next, the process of market targeting and the different approaches a company can take are discussed. These include undifferentiated, differentiated, and concentrated marketing. The chapter concludes by covering market positioning strategy and how companies can position their products for the best competitive advantage. CHAPTER OBJECTIVES Students should be able to: 1. Explain market segmentation, and identify several possible bases for segmenting consumer markets, business markets, and international markets. 2. List and distinguish among the requirements for effective segmentation: measurability, accessibility, substantiality, and actionability. 3. Outline the process of evaluating market segments, and suggests some methods for selecting market segments. 4. Illustrate the concept of positioning for competitive advantage by offering specific examples. 5. Discuss choosing and implementing a positioning strategy, and contrast positioning based on product, service, personnel, and image differentiation. Supportive Power Point...
Words: 13719 - Pages: 55
...three marketing approaches that companies can take: mass marketing, product-variety marketing, and target marketing. A fuller discussion details the three steps of target marketing, beginning with market segmentation: dividing a market into groups that is measurable, accessible, substantial, and actionable. This can be done in different ways by using geographic, demographic, psychographic, behavioral, or other variables. Next, the process of market targeting and the different approaches a company can take are discussed. These include undifferentiated, differentiated, and concentrated marketing. The chapter concludes by covering market positioning strategy and how companies can position their products for the best competitive advantage. CHAPTER OBJECTIVES Students should be able to: 1. Explain market segmentation, and identify several possible bases for segmenting consumer markets, business markets, and international markets. 2. List and distinguish among the requirements for effective segmentation: measurability, accessibility, substantiality, and actionability. 3. Outline the process of evaluating market segments, and suggests some methods for selecting market segments. 4. Illustrate the concept of positioning for competitive advantage by offering specific examples. 5. Discuss choosing and implementing a positioning strategy, and contrast positioning based on product, service, personnel, and image differentiation. Supportive Power Point...
Words: 13719 - Pages: 55
...MMGP: Research Paper Final Business 520 Introduction In determining what makes a business successful one must consider all aspects of a firm. One of the most important factors of success is imbedded in the marketing management team of a company. In this project, Subway’s marketing strategy is thoroughly researched to reveal why the firm is thriving among fast food chains around the world. This is done through researching the background on the company, analyzing the fast food market, identifying the position/competition/brand, evaluating the services and pricing, and finally considering promotions/marketing. Through the breakdown of these subjects it will be apparent that Subway is not only one of the leading firms in its industry, it will also show that it has outshined companies across the world in marketing management. Provide a description of your product/service and a brief history of the firm that produces your product/service. Subway is a fast food restaurant franchise that specializes in the submarine sandwiches. It is owned and operated by Doctor’s Associates, Inc. Subway’s headquarters is located in Milford, Connecticut. The franchise has five regional offices to oversee its international operations. The regional offices for Europe are located in Amsterdam, regional offices for Australia and New Zealand are located in Brisbane, regional offices for Asia are located in Beirut and Singapore, and regional offices for Latin America are located in Miami, Florida...
Words: 12534 - Pages: 51
...Running head: MARKETING MANAGEMENT GROUP PROJECT Nest Learning Thermostat Liberty University BUSI 520-B06 October 2012 MMGP: Background Information Thermostats detect and control temperature changes for the purpose of maintaining the temperature in an enclosed area and generating electrical signals when the temperature exceeds or falls below the desired value (Encyclopedia Britannica, 2012). The U.S. Department of Energy and the Lawrence Berkeley National Lab research, proves that the energy bill for a single family home is estimated at $2,200 annually in which heating and cooling accounts for half of the bill. In an effort to cut energy consumption costs, programmable thermostats were developed in the 1970’s. Since their development, thermostats have proven to be complicated to use and program (Close-Up Media, 2011). Nest Laboratories, a company based in Palo Alto, California founded by Tony Faddell and Matt Rogers, with the backing of several investors such as, Generation Investment Management, Google Ventures, Intertrust, Kleiner Perkins Caufield & Byers, Lightspeed Venture Partners, and Shasta Ventures, set out to apply advancements in technology to reinvent the thermostat. The team at Nest addressed the programming problem through a combination of sensors, algorithms, machine learning, and cloud computing (Close-up Media, 2011). They came up with a thermostat capable of learning a household’s daily schedule, and personal heating and cooling...
Words: 12686 - Pages: 51
...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: Concepts and Process; Management of Sales Force Suggested Reading: 1. Marketing Management by Kotler Philip; Publisher: Prentice-Hall of India 2. Marketing Management by Ramaswamy V S and Namakumari;...
Words: 96487 - Pages: 386
...EXECUTIVE SUMMARY This dissertation set out to explore how the Internet is changing the brand-building environment, in order to identify the new sources of value, the new brand-building tools and strategies, and to outline the key factors that contribute to the development of a successful online brand. With power shifting to customers, the success of an online brand is largely determined by customer choice. The repeated choice of a certain brand by customers and business partners generates the transactions and repeat business that counterbalances the costs of customer acquisition and infrastructure. Repeat transactions provide the basis for a relationship that, when properly cultivated, creates value for both the company and its customers. This relationship is the basis for the customer loyalty that creates a successful online brand. The companies that are successfully building relationships and fostering brand loyalty are those that recognise that their brand's perceived value hinges on the total end-to-end customer experience, from the promises made in the value proposition, to its delivery to the customer. It is about enticing customers, gaining their trust, and making the experience so satisfying that they are confident in their choice and will return again, and will tell others about it. It aims to create “apostles”, instead of “terrorists”. As such, brand-building on the Internet extends beyond the traditional focus of positioning, advertising, promotions, catchy logos and...
Words: 23987 - Pages: 96
...mousetrap the world will beat a path to your door, and that may have been true then … but it’s not true now. No one will come. You have to package and promote that mousetrap. Then they will come.” — King C. Gillette Gillette Razors O verview: Marketing is the process of planning and executing a strategy to get goods and services to customers. The components of marketing can be described as the “four P’s” or the marketing mix. Product consists of the products and services that your social enterprise furnishes; it is characterized by quality, assortment, packaging, and guarantees. Price is the amount you will charge customers for the products or services. Promotion is how you will create awareness of your products or services in the marketplace; advertising, publicity, and sales are aspects of promotion. Place (distribution) is how you will bring your products or services to your customers; distriMarketing Synergies bution comprises wholesalers, retailers, multilevel marketers, and “The most effective and efficient marketing plans are sales representatives. The marthose that maximize the synergy between products, distriketing mix is a set of tools and bution channels, price, and promotion. A unified promotechniques social enterprises use tional strategy across an entire product line saves money to achieve their marketing objec- and presents a consistent image of the enterprise in the tives in their target market. Your consumer’s mind. From a selection of complementary marketing...
Words: 20187 - Pages: 81
...Version Page 1 of 70 Click here for a definition of marketing; ways to analyze market opportunities, plan a marketing program, launch new products or services, and put your marketing program into action; and the nature of direct marketing and relationship marketing. Click here to discover the steps for conducting market research. Click here for tips on building a marketing orientation in your group or firm, selecting the right marketing-communications mix, creating effective advertising, designing powerful sales promotions, launching a potent online marketing effort, and evaluating your group's or firm's sales representatives. Click here for forms and worksheets that help you calculate the lifetime value of a customer, perform a SWOT or breakeven analysis, fill out a product profile, and create a marketing plan. Click here to see how far you've come in learning about marketing and ways to improve it in your work group or firm. If you'd like to dig more deeply into this topic, click here for an annotated list of helpful resources. Summary This topic helps you http://www.harvardmanagementor.com/demo/demo/market/print.htm 05/25/2003 Harvard ManageMentor | Marketing Essentials | Printable Version l l l l Page 2 of 70 grasp the basic elements of a marketing strategy and plan create a marketing orientation in your group or firm understand and navigate the steps in the marketing process plan effective marketing programs, advertising campaigns, and sales...
Words: 26788 - Pages: 108
...Version Page 1 of 70 Click here for a definition of marketing; ways to analyze market opportunities, plan a marketing program, launch new products or services, and put your marketing program into action; and the nature of direct marketing and relationship marketing. Click here to discover the steps for conducting market research. Click here for tips on building a marketing orientation in your group or firm, selecting the right marketing-communications mix, creating effective advertising, designing powerful sales promotions, launching a potent online marketing effort, and evaluating your group's or firm's sales representatives. Click here for forms and worksheets that help you calculate the lifetime value of a customer, perform a SWOT or breakeven analysis, fill out a product profile, and create a marketing plan. Click here to see how far you've come in learning about marketing and ways to improve it in your work group or firm. If you'd like to dig more deeply into this topic, click here for an annotated list of helpful resources. Summary This topic helps you http://www.harvardmanagementor.com/demo/demo/market/print.htm 05/25/2003 Harvard ManageMentor | Marketing Essentials | Printable Version l l l l Page 2 of 70 grasp the basic elements of a marketing strategy and plan create a marketing orientation in your group or firm understand and navigate the steps in the marketing process plan effective marketing programs, advertising campaigns, and sales...
Words: 26788 - Pages: 108
...Research Method: Case study 28 7.3 Research Steps 29 8. Research Analysis and Findings 31 8.1 Research Analysis 31 8.1.1 Audience Insight 32 8.1.2 Direct, Simple and Convenient Design 37 8.1.3 Insider Strengthening 39 8.2 Research Findings 41 8.3 Research Recommendation 42 9. Research Limitation 43 10. Conclusion 44 References 46 Abstract HMV is a British entertainment retailer, which is selling music including physical music and digital music. However, HMV does not runs good social media. In this dissertation, I will explain music industry context and HMV’s social media issue, followed by reviewing literatures about digital market, social media and music retailers. Furthermore, I design a research with secondary data research and case study method, and investigate how to deal with HMV’s social media issue through exploring what and how do other successful cases do for this challenge especially on social media. Key words: Digital market, Music, Retailer, Social media, Introduction HMV, which is a short name of “HIS MASTER’S VOICE”, is a British entertainment retailer that primarily sells CDs, DVDs, video games, and partly sells computer software, hardware, books, clothing, fashion items. It was founded in London in 1890 but was bought out of administration by Hilco UK on 5 April 2013. HMV once was an outstanding recording retailing company in music business....
Words: 9773 - Pages: 40
...SEPTEMBER 2000 BUILDING SUCCESSFUL BRANDS ON THE INTERNET CONTENTS SUBJECT PAGE CHAPTER 1 1.1 1.2 1.3 1.4 Overview Objectives Methodology Structure INTRODUCTION 6 7 9 9 11 CHAPTER 2 2.1 2.2 2.3 2.4 2.5 2.6 2.7 2.8 THE NATURE OF BRANDS 12 13 13 14 15 16 18 19 20 22 22 23 2.9 Introduction What is a Brand? The Layers of a Brand Product and Service Brands Branding & the Buying Process The Importance of Customer Satisfaction and Loyalty Emotional Loyalty The Concept of Brand Equity 2.8.1 The Value of Brands to Customers 2.8.2 The Value of Brands to Companies Conclusion CHAPTER 3 3.1 3.2 3.3 BUILDING BRANDS 24 25 25 26 27 28 30 31 32 32 3.4 3.5 3.6 3.7 Introduction Overview of the Brand-Building Process The Value Proposition 3.3.1 Added Value 3.3.2 Distinctive Brand Identity Developing the Framework and Communicating the Value Proposition Building Customer Relationships Characteristics of Successful Brands Conclusion 1 BUILDING SUCCESSFUL BRANDS ON THE INTERNET CHAPTER 4 4.1 4.2 4.3 4.4 4.5 4.6 THE INTERNET 33 34 34 35 35 39 40 43 Introduction Overview of the Internet 4.2.1 The Defining Characteristics of the Internet The Growth of the Internet The Internet & e-Commerce The Impact of the Internet on Business Conclusion CHAPTER 5 5.1 5.2 5.3 5.4 5.5 5.6 5.7 5.8 5.9 BUILDING BRANDS ON THE INTERNET 44 45 45 47 48 50 51 52 57 59 60 Introduction The New Dynamics of Brands The Importance of Customer Loyalty...
Words: 35648 - Pages: 143
...Marketing Management, Millenium Edition Philip Kotler Custom Edition for University of Phoenix Excerpts taken from: A Framework for Marketing Management, by Philip Kotler Copyright © 2001by Prentice-Hall, Inc. A Pearson Education Company Upper Saddle River, New Jersey 07458 Marketing Management Millenium Edition, Tenth Edition, by Philip Kotler Copyright © 2000 by Prentice-Hall, Inc. All rights reserved. No part of this book may be reproduced, in any form or by any means, without permission in writing from the publisher. Compilation Copyright © 2002 by Pearson Custom Publishing. This copyright covers material written expressly for this volume by the editor/s as well as the compilation itself. It does not cover the individual selections herein that first appeared elsewhere. Permission to reprint these has been obtained by Pearson Custom Publishing for this edition only. Further reproduction by any means, electronic or mechanical, including photocopying and recording, or by any information storage or retrieval system, must be arranged with the individual copyright holders noted. This special edition published in cooperation with Pearson Custom Publishing Printed in the United States of America 10 9 8 7 6 5 4 3 2 1 Please visit our web site at www.pearsoncustom.com ISBN 0–536–63099-2 BA 993095 PEARSON CUSTOM PUBLISHING 75 Arlington Street, Suite 300, Boston, MA 02116 A Pearson Education Company SECTION ONE Understanding Marketing Management Marketing in...
Words: 231198 - Pages: 925
...Instructor’s Manual Jane Murtaugh College of DuPage BUSINESS IN ACTION 3rd Edition COURTLAND L. BOVEE JOHN V. THILL & BARBARA E. SCHATZMAN Introduction This Instructor’s Manual brings together a set of completely integrated support materials designed to save instructors the trouble of finding and assembling the resources available for each chapter of the text. 1. Course Planning Guide Included in the guide are suggestions for course design, classroom activities, and supplemental teaching aids. 2. Learning Objectives and Summary of Learning Objectives For each chapter, learning objectives and the summary of the learning objectives are listed. 3. Brief Chapter Outlines For each chapter, a brief chapter outline is provided. 4. Lecture Notes and Chapter Outlines For each chapter, a comprehensive outline is provided, as well as a variety of stimulating lecture enrichment materials. 5. Real-World Cases At least two real-world cases related to chapter material are included for each chapter. 6. Answers to End-of-Chapter Questions Answers to the end-of-chapter questions are provided, as well as suggested teaching tips when appropriate. 7. Answers to See It on the Web Exercises Following the end-of-chapter questions, answers to the See It on the Web Exercises can be found, along with tips for the instructor. Answers to Boxed Features In each chapter, students are presented with at least two supplemental “boxes,” both containing questions about the material discussed. Answers...
Words: 156200 - Pages: 625
