...Guerrilla marketing Introduction Nowadays it becomes more and more difficult to win your target audience’s attention using only ATL communications. And every person who starts out as a business man, who begins thinking about the advertising campaign, faces the following question: how to avoid the overloaded advertising communications? The second topic problem is money. It is natural enough that beginners in business face the lack of money and the second topic question is: how to introduce the advertising campaign without big costs? The answer to some extent to these questions is guerrilla marketing. So, guerrilla marketing – what is it? Definition First there's marketing. Then you have direct marketing, consumer marketing, B2B marketing, buzz marketing, word-of-mouth marketing, online marketing...really, the list is endless. But one form often left out is guerrilla marketing. The term "guerrilla marketing" was first mentioned and defined by Jay Conrad Levinson in his popular 1984 book, Guerrilla Marketing. The term guerrilla marketing was inspired by guerrilla warfare which is a form of irregular warfare and relates to the small tactic strategies used by armed civilians. Many of these tactics includes ambushes, sabotage, raids and elements of surprise. Much like guerrilla warfare, guerrilla marketing uses the same sort of tactics in the marketing industry. This alternative advertising style relies heavily on unconventional marketing strategy, high energy and imagination...
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...Fascinated by the simple cost-effective business models he observed at small burrito shops in San Francisco, Steve Ells founded the first Chipotle Mexican Grill in 1993 near the University of Denver. By putting his own spin on the traditional casual dinning approach, Chipotle is now an enormously successful publicly traded company with over 1,000 locations in 38 states. Although Steve was first drawn to the business model by its limited cost structure, he aspired to run his business in a sustainable manner. The company uses management accounting to ensure their high standard operating decisions will also provide the company with enough profit to remain competitive and continue to grow. Customer Value Proposition Differentiating themselves from the completion, Chipotle primarily focuses its branding and marketing campaigns around two value concepts, “Food with Integrity” and “Fast-Casual Dining”. These propositions are predominantly geared toward winning over its major customer segment, millennials. Chipotle’s core value proposition marketed by the slogan, “Food with Integrity” is intended to evoke the emotions of its customers with high standards of sustainability. The millennial generation is commonly referred to as the “connected generation”. This generation tends to be affluent, educated, and conscious of their surroundings. Chipotle’s strategy is to solidify its reputation with this generation by promoting humane food sourcing and organic farming. Chipotle’s...
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...Mexican Grill September 30, 2015 1. According to the case study, Chipotle Mexican Grill does have core competencies. They are specialized in designing a quick-serve menu which appeals to customers and the reason why it works because when customers watching the menu they would know what they want to eat either burrito bowls, tacos or salads that helps solve with the problem of time consuming on food selection, thereby promotes operational efficiency. For the another core competencies, it should be skills in creating a restaurant layout and serving line design that efficient the food-ordering and dish-creation process so that more customers could be served. It is obviously to see that Chipotle’s operation strategy is to make things simple to customers with high food quality and good taste experience. 2 The SWOT analysis revealed the attractiveness of Chipotle Mexican Grill’s situation that Chipotle’s resource strengths and the good coordinates between these strengths and the company’s market opportunities make it more attractive on current situation and short-term and long term revenue and profits growth. And its weakness and external threats is not that significant enough to overwhelm its attractiveness of the company itself in the market. To discover more about the analysis, we can find out the strength of the Chipotle is proven capability in serving customer...
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...| Business Research Case | Chipotle Mexican Grill | | Sarah AliMinas DimasKiran DosaniNada JazehLauren PeriRen Stoecklin | 6/7/2011 | | Table of Contents Introduction ……………...……………………………………………...3 Launch to Now: A Detailed Timeline ……………...………………...…3 Leaders and Leadership …………………….…………...……….……..4 Planning: Company Strategy, Mission, and Vision …...……………..…5 Evidence of PLOC4E2 …………………………………………..…...…6 Strategic Human Resource Management Policies and Philosophies ...…8 Types of Innovation and Evidence of Entrepreneurship …………...….10 Team Management and Dynamics ………………………………...…..12 Operations Management ………………………………………...…….13 Communication and Information Tech Management …………………14 Globalization Presence and Effects ……………………………...……16 Corporate Social Responsibility and Consciousness ……………...…..17 Conclusion ……………………………………………………………19 Figures …………………………………………………………...……20 Introduction Since its inception, Chipotle Mexican Grill has set itself apart from the rest of the fast food industry. Not only does Chipotle prepare food right in front of the customer, but the food put into the product is filled with “integrity”. Chipotle has established “Food with Integrity’ which is their commitment to finding the very best ingredients, raised with respect for animals, the environment and the farmers (chipotle...
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...Quiz Note: It is recommended that you save your response as you complete each question. Question 1 (1 point) Senator Brown wants to increase taxes on people with high incomes and use the money to help the poor. Senator Johnson argues that such a tax will discourage successful people from working and will therefore make society worse off. An economist would say that Question 1 options: we should agree with Senator Brown. we should agree with Senator Johnson. a good decision requires that we recognize both viewpoints. there are no tradeoffs between equity and efficiency. Save Question 2 (1 point) When you calculate your true costs of going to college, what portion of your room-and-board expenses should be included? Question 2 options: Your full room-and-board expenses should always be included. None of your room-and-board expenses should ever be included. You should include only the amount by which your room-and-board expenses exceed the income you earn while attending college. You should include only the amount by which your room-and-board expenses exceed the expenses for rent and food if you were not in college. Save Question 3 (1 point) Which of the following is not generally regarded by economists as a legitimate reason for the government to intervene in a market? Question 3 options: to promote efficiency to promote equality to enforce property rights to protect an industry from foreign competition ...
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...Marketing: An Introduction, 10e (Armstrong/Kotler) Chapter 1 Marketing: Managing Profitable Customer Relationships 1) Which of the following is most essential to any definition of marketing? A) demand management B) the production concept C) customer relationships D) making a sale E) making a profit Answer: C Diff: 1 Page Ref: 4 Skill: Concept AACSB: Communication Objective: 1-1 2) All of the following are accurate descriptions of modern marketing today, EXCEPT which one? A) Marketing is the creation of value for customers. B) Marketing is managing profitable customer relationships. C) Selling and advertising are synonymous with marketing. D) Marketing involves satisfying customers' needs. E) Marketing is used by for-profit and not-for-profit organizations. Answer: C Diff: 1 Page Ref: 4-5 Skill: Concept AACSB: Communication Objective: 1-1 3) According to management guru Peter Drucker, "The aim of marketing is to ________." A) create customer demands B) identify customer demands C) make selling unnecessary D) set realistic customer expectations E) sell products Answer: C Diff: 2 Page Ref: 5 Skill: Concept AACSB: Communication Objective: 1-1 4) ________ is defined as a social and managerial process by which individuals and organizations obtain what they need and want through creating and exchanging value with others. A) Selling B) Advertising C) Bartering D) Marketing E) Negotiating Answer: D Diff: 2 Page Ref: 5 Skill:...
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...TABLE (BY LEARNING OBJECTIVE) Learning Objectives Brief Exercises Exercises Problems 1. Apply the revenue recognition principle. 1 1, 2, 3 2. Describe accounting issues for revenue recognition at point of sale. 1 1, 2, 3 1 3. Apply the percentage-of-completion method for long-term contracts. 2, 3 4, 5, 6, 7, 8, 9 1, 2, 3, 4, 5, 6, 7, 16, 17 4. Apply the completed-contract method for long-term contracts. 4, 5 4, 8, 9, 10 1, 2, 3, 5, 6, 7, 15, 16, 17 5. Identify the proper accounting for losses on long-term contracts. 6 10 5, 6, 7, 15 6. Describe the installment-sales method of accounting. 7, 8, 9 11, 12, 13, 14, 15, 16, 17, 18 1, 8, 9, 10, 11, 12, 13, 14 7. Explain the cost-recovery method of accounting. 10 15, 16 *8. Explain revenue recognition for franchises and consignment sales. 11, 12 19, 20, 21 ASSIGNMENT CHARACTERISTICS TABLE Item Description Level of Difficulty Time (minutes)...
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...Welcome to Future of Dining The international marketing strategy of Touch’ In Paris Course Title: Lecturer Name: Module/Subject Title: Assignment Title: Company: Date due: | BA (Hons) MarketingSandra KernanInternational Marketing/ B8MK106Future of DiningTouch’ In Paris04/04/2016 | N° of words: | 2756 words (excl. Table of Figures, Executive Summary, Table of Contents, Figures, Appendix, Minutes of Meeting, Individual Contribution and References) | Student Names: | | Executive Summary This research paper aims to analyze internal and external factors concerned with the expansion of “Touch’ in Paris” into the Irish market under the name “Touch’ in Dublin”. Internal analysis will give you an insight of what kind of internal issues and obstacles we may encounter. External analysis will focus towards understanding the Irish food industry and will give you an insight of current market conditions. Modes of entry will give you an insight and an explanation of which approach we are suggest to enter the market. Overall, this research paper will guide you through all the analysis that we conducted and will allow you to better understand the risks as well as rewards associated with opening a natural-monopoly business as it is one of a kind. Table of Content Chapter 1: Introduction Chapter 2 : Internal Environment (PRIMEFACT) 1) People8 2) Reputation8 3) Intellectual...
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...you in detail the concepts you need to know, not just “spitting” you questions with little or no explanation. I believe this is important. I know you might be thinking “oh, how am I going to absorb and learn all this material?” I say, just read and answer the questions at your own pace. Simply test yourself and of course take some breaks along the way. Just take it one concept at a time. After you have mastered one concept, then move on to the next. I know if you study whole-heartedly what I have outlined in this study guide, you are sure to pass! GOOD LUCK! YOU CAN DO IT! ϑ Your nutrition friend, -Jonathan Brown, B.S, DTR THE “NO FLUFF” RD/DTR STUDY GUIDE *Updated as of July 2011 The “NO FLUFF” RD/DTR STUDY GUIDE Tips for taking the RD/DTR exam 1. PERIODICALLY CHECK THE CLOCK TO MAKE SURE YOU’RE GOOD ON TIME! If you wish, get a basic digital watch with a timer for extra precaution. Let it “beep” a warning mark prior to the end of the timed test. 2. WEAR EAR PLUGS (if a little noise distracts you). 3. ORGANIZE YOUR “CHEAT SHEET” (you get 1 sheet of scrap paper during your test) SO SAVE ROOM FOR YOUR SCRAP PAPER. DON’T BE SLOPPY! 4. When you enter the RD exam, take the tutorial and while you’re taking the tutorial jot down everything you can on...
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...much time looking south. During six hours of televised campaign debates this year, neither Mr Obama nor his vice-president mentioned Mexico directly. That is extraordinary. One in ten Mexican citizens lives in the United States. Include their American-born descendants and you have about 33m people (or around a tenth of America’s population). And Mexico itself is more than the bloody appendix of American imaginations. In terms of GDP it ranks just ahead of South Korea. In 2011 the Mexican economy grew faster than Brazil’s—and will do so again in 2012. Yet Americans are gloomy about Mexico, and so is their government: three years ago Pentagon analysts warned that Mexico risked becoming a “failed state”. As our special report in this issue explains, that is wildly wrong. In fact, Mexico’s economy and society are doing pretty well. Even the violence, concentrated in a few areas, looks as if...
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...and strategy formulation sometimes called business planning, or strategic planning, have much in common, since formulation helps determine what the firm should do. Strategy implementation tells managers how they should go about putting the desired strategy into action.The concept of strategy is relevant to all types of organizations, from large, public companies like GE, to religious organizations, to political parties.Strategic Management in the P-O-L-C FrameworkIf vision and mission are the heart and soul of planning (in the P-O-L-C framework), then strategy, particularly strategy formulation, would be the brain. The following figure summarizes where strategy formulation (strategizing) and implementation fit in the planning and other components of P-O-L-C. We will focus primarily on the strategy formulation aspects of...
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...CONNECT FEATURES Interactive Applications Interactive Applications offer a variety of automatically graded exercises that require students to apply key concepts. Whether the assignment includes a click and drag, video case, or decision generator, these applications provide instant feedback and progress tracking for students and detailed results for the instructor. Case Exercises The Connect platform also includes author-developed case exercises for all 12 cases in this edition that require students to work through answers to assignment questions for each case. These exercises have multiple components and can include: calculating assorted financial ratios to assess a company’s financial performance and balance sheet strength, identifying a company’s strategy, doing five-forces and driving-forces analysis, doing a SWOT analysis, and recommending actions to improve company performance. The content of these case exercises is tailored to match the circumstances presented in each case, calling upon students to do whatever strategic thinking and strategic analysis is called for to arrive at a pragmatic, analysis-based action recommendation for improving company performance. eBook Connect Plus includes a media-rich eBook that allows you to share your notes with your students. Your students can insert and review their own notes, highlight the text, search for specific information, and interact with media resources. Using an eBook with Connect Plus gives your...
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...Substances found in plant foods that are not essential nutrients but may have health-promoting properties are phytochemicals 2 Which is NOT an example of moderation in your diet and lifestyle? Going back for seconds on all dinner items, rather than just the item you like best 3 All of the following are macronutrients except vitamins 4 All of the following are macronutrients lipids carbohydrates protein 5 Which of the following statements about proteins is false? Proteins are made of amino acids, vitamins, and minerals. 6 following statements about proteins are true Proteins differ based on the combinations of amino acids used in each type of protein. Proteins are composed of amino acids. Dietary protein from animal sources better matches the amino acid needs of humans compared to dietary protein derived from plants sources. 7 If you know you are going to order dessert at dinner tonight, which of these choices would illustrate the concept of balancing your choices? Choosing a salad with fat-free salad dressing for lunch 8 With the exception of _______, all the classes of nutrients are involved in forming and maintaining the body’s structure. vitamins 9 Gram per gram, ______ provide the most kcalories. lipids 10 A deficient intake of _______ is known to produce osteoporosis. calcium 11 Some nutrient deficiencies occur quickly, whereas others take more time to develop. Which of the following nutrient deficiencies are listed in the order...
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...Chapter 1 PROBLEM AND ITS BACKGROUND Introduction Every student knows McDonalds inside and outside the campus, in every corner of the street, in cities even on commercial places in provinces. Child and adult are part for its everyday success. The fast growth of fast food industry in the Philippines led some observers to say that we are now on the burger generation. Integrated Marketing Communication (IMC) is an approach to brand communication where the different modes work together to create a seamless experience for the customers and are presented with a similar tone and style that reinforces the brands core message. Its goal is to make all aspects of marketing communication such as advertising, sales promotion, public relations, direct marketing, personal selling, online communication and social media work together as unified force, rather than permitting each to work in isolation, which maximize their cost effectiveness (Clow and Baack, 2006). Marketers believe that quality products may not sustain its sales unless appropriate marketing communication is employed. Thus, IMC has been conceptualized to explore all the means in order to reach every member of the target market. For IMC to work well, it requires a lot of planning and right timing for its implementation. Food establishment like McDonalds utilize IMC to attain a variety of objectives. McDonald offer a pleasant alternative to eating where in one can choose any variety of foods and offers a well prepared hot...
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...Fa"Fad diet" is a term of popular media, not science. Some so-called fad diets may make pseudo-scientific claims. According to one definition, fad diets claim to be scientific but do not follow the scientific method in establishing their validity. What is a fad diet? There are many different definitions of what a fad diet consists of. One definition is any weight loss plan that quickly gains popularity and may become unpopular just as quick. A more specific definition is any weight loss program or aid that promises to produce dramatic weight loss in a very short amount of time. Each type of fad diet varies in the amount of food that is restricted and what types of foods may be restricted. Are fad diets healthy? The basis of these diets is usually a very restricted diet that may even eliminate certain food groups all together. Research has shown that in order to obtain the amount of nutrients our body needs on a daily basis we must consume a balanced and varied diet. Fad diets do not allow consumers to eat a well-balanced diet in most cases which causes the lack of nutrients to the body. In particular, the diets that eliminate certain foods from a person’s diet completely put the person at risk for nutrient deficiencies. Many of the diet authors will suggest that consumers take daily supplements to make up for the lost nutrients; however supplements do not provide all the plant chemicals and nutrients that our bodies need to function properly. Another risk of these diets...
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