...most valuable companies.[4] Microsoft was established to develop and sell BASIC interpreters for the Altair 8800. It rose to dominate the personal computer operating system market with MS-DOS in the mid-1980s, followed by the Microsoft Windows line of operating systems. The company's 1986 initial public offering, and subsequent rise in its share price, created an estimated three billionaires and 12,000 millionaires from Microsoft employees. Since the 1990s, it has increasingly diversified from the operating system market and has made a number of corporate acquisitions. In May 2011, Microsoft acquired Skype Technologies for $8.5 billion in its largest acquisition to date.[5] As of 2012, Microsoft is market dominant in both the PC operating system and office suite markets (the latter with Microsoft Office). The company also produces a wide range of other software for desktops and servers, and is active in areas including internet search (with Bing), the video game industry (with the Xbox and Xbox 360 consoles), the digital services market (through MSN), and mobile phones (via the Windows Phone OS). In June 2012, Microsoft announced that it would be entering the PC vendor market for the first time, with the launch of the Microsoft Surface tablet computer. In the 1990s, critics began to contend that Microsoft used monopolistic business practices and anti-competitive strategies including refusal to deal and tying, put unreasonable restrictions in the use of its...
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...OVERVIEW OF MARKETING MODULE -1 OVERVIEW OF MARKETING OVERVIEW OF MARKETING 1 LEARNING OBJECTIVES After reading this module, students should: Know why marketing is important Know what is the scope of marketing Know some of the fundamental marketing concepts Know how marketing management has changed Know what are the necessary tasks for successful marketing management Know scope and importance of marketing Know what are the recent trends of marketing Know what are the different levels of market segmentation Know how a company can divide a market into segments Know how a company should choose the most attractive target markets Know what marketing mixes are. SUMMARY From a managerial point of view, marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stake holders. Marketing management is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value. Marketers are skilled at managing demand: They seek to influence the level, timing, and composition of demand. Marketers are involved in marketing many types of entities: goods, services, events, experiences, persons, places, properties, organizations, information, and ideas. They also operate in four different marketplaces: consumer...
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...2))) core competences الاختصاصات الأساسية The idea of "core competences" is one of the most important business ideas currently shaping our world. This is one of the key ideas that lies behind the current wave of outsourcing, as businesses concentrate their efforts on things they do well and outsource as much as they can of everything else. In this article we explain the idea and help you use it, on both corporate and personal levels. And by doing so, we show you how you can get ahead of your competition – and stay ahead. By using the idea, you'll make the very most of the opportunities open to you: • You'll focus your efforts so that you develop a unique level of expertise in areas that really matter to your customers. Because of this, you'll command the rewards that come with this expertise. • You'll learn to develop your own skills in a way that complements your company's core competences. By building the skills and abilities that your company most values, you'll win respect and get the career advancement that you want. Explaining Core Competences: The Value of Uniqueness The starting point for understanding core competences is understanding that businesses need to have something that customers uniquely value if they're to make good profits. "Me too" businesses (with nothing unique to distinguish them from their competition) are doomed to compete on price: The only thing they can do to make themselves the customer's top choice is drop price. And as other "me too"...
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...STARBUCKS Case Study Alex Cochran May 2003 Starbucks – A Case Study. Table of Contents Alex Cochran 2003 Executive Summary..................................................................................................................................3 Market Segmentation ...............................................................................................................................4 Methods of Segmentation................................................................................................................4 Lifestyle Segmentation in the Specialty Coffee Market ..............................................................5 Segments ................................................................................................................... 5 Identifiable ................................................................................................................ 6 Sizeable...................................................................................................................... 6 Actionability .............................................................................................................. 6 Accessibility ............................................................................................................... 7 Sustainable Competitive Advantage......................................................................................................8 The Path to Protection. ...............................
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...MBA 034 : CONSUMER BEHAVIOR & MARKETING COMMUNICATION Max. Hours : 40 UNIT I (8 Sessions) Introduction: Defining consumer Behaviour, Reasons for Studying Consumer Behaviour, Understanding Consumer and Market Segments, Environmental Influences on Consumer Behaviour: Culture, Subcultures, Social Class, Reference Group and Family Influences, Personal Influences and Diffusions of Innovations. UNIT II (8 Sessions) Individual determinants of Consumer Behaviour, Motivation, Personality and Self Concept, Consumer Perception, Consumer Learning, Consumer Attitude Formation and Change. Consumer Decision Process: Problem Recognition, Search and Evaluation, Purchasing Processes, Post-Purchase Behaviour, Consumer Behaviour Models, Consumerism, Organization Buying Behaviour. UNIT III (8 Sessions) Communication, Process of Communication, Marketing Communication, Objectives of Marketing Communication, Integrated Marketing Communication (IMC), Factors contributing to IMC, Participants in IMC, IMC Promotion Mix, IMC Management & Planning Model, Challenges in IMC, Promotion Mix, Sponsorship: POP: Supportive Communication, Role of E-Commerce in Marketing Communication. UNIT IV (16 Sessions) Advertising Management, Overview: Meaning, Nature and Scope of Advertising, Advertising and Other Promotional Tools, Role of Advertising in Promotion Mix, Process of Advertising, Customer and Competitor Analysis, STP Strategies for Advertising. Campaign Planning: Message Creation,...
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...1. Discuss the company’s advertising strategy and how it aligns with its marketing goals. Angel Bee Vitamins will use different advertising media to get its name and details of its product and benefits out to the consumers. The company plans to implement a local campaign with the targeted market of the company via the use of flyers, local newspaper advertisements, and word of mouth. Management will also develop an online sales platform that will allow the business to generate sales from outside of the company retail location. This will done by developing an online presence by developing a website and placing the company name and contact information with online directories. The company will also have a feature to request a catalog from the website. Angel Bee Vitamins will also have an informercial broadcast twice a month to again gain customer awareness and try to increase sales of its products. The company intends to implement marketing campaigns that will effectively target individuals within the desired market. The main goal is to serve and have happy customers and enjoy profitability. 2. Discuss how the effectiveness of the advertising will be measured. The effectiveness of advertising can be simple to measure. First, the purpose of advertising is to persuade potential buyers that they want and need what a company has to offer. Successful advertising creates and nurtures that sense of need, and then persuades people to get up and go get whatever companies are...
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...6: marketing Marketing * Marketing is the process of developing a product and implementing a series of strategies aimed at correctly promoting, pricing and distributing the product to a core group of customers. * The purpose of this is to determine what the business should be producing. * Marketing is used primarily by a business as a method of enhancing its revenue streams and increasing the market’s awareness of its products.The strategic role of marketing * The strategic role of marketing extends also to society which includes: * Choice- Businesses differentiate themselves from their competitors through price, product quality and features and service. All these provide consumers with greater choice when purchasing a product. * Standard of living- Businesses will often develop and market products that improve and enhance standard of living. To provide consumers with better products. * Employment- To provide a product to consumers, businesses must employ labour to assist in transforming input resources into finished products. Labour is also required to sell these goods and services. * Brand awareness- Brand awareness refers to the extent that customers are aware of a product/ brand and its features. It is achieved through strong and effective marketing campaigns. * All of this is done to increase the market share. Market share refers to the percentage of total sales a business has compared with its competitors in a particular market. It...
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...------------------------------------------------- 1. Which of the following is NOT a step that might be used to improve the quality of a firm’s marketing intelligence? ------------------------------------------------- A. Watching how the stock market reacts to interest rate changes B. Motivating distributors to pass along important intelligence from the marketplace. C. Collecting competitive intelligence by buying a competitor’s products D. Setting up a consumer panel ------------------------------------------------- 2. When Molly’s parents retired, they decided they wanted to travel. They found an ideal job that allows them to travel for free, but the only catch is they have to stay at Holiday Inns. During each stay, they test all the amenities offered by the motel and evaluate each. The evaluation forms are sent to the motel headquarters where it becomes part of the motel’s __________ systems. ------------------------------------------------- A. Accountability information system (AIS) B. Marketing intelligence C. Experiential research data D. Marketing research ------------------------------------------------- 3. Which of the following is an example of primary data that would be used by Topps card company to determine popularity of its new hologram baseball card series? ------------------------------------------------- A. Sales records for baseball cards gathered by the industry’s trade council. B. Data from sales records kept by exclusive dealers of Topp’s...
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...STUDY OF MARKETING MIX FOR THE SUCCESS AND SUSTAINABILITY OF CANINE DE-WORMER TABLETS MARKET IN SRI LANKA By Nirmana Lasith Jayatunge Roll No : 540686708 A project report submitted in partial fulfillment of the requirements for Master of Business Administration Of Sikkim Manipal University, INDIA Sikkim-Manipal University of Health, Medical and Technological Sciences Distance Education Wing Syndicate House Manipal -576119 STUDENT’S DECLARATION I here by declare that the project report entitled A comprehensive study of marketing mix for the success and sustainability of canine de-wormer tablets market in Sri Lanka Submitted in partial fulfillment of the requirements for the degree of Masters of Business Administration To Sikkim-Manipal University, India, is my original work and not submitted for the award of any other degree, diploma, fellowship, or any other similar title or prizes Place : Colombo Nirmana Lasith Jayatunge Date : July 20, 2008 Reg. No: 540686708 EXAMINER’S CERTIFICATION The project report of Nirmana Lasith Jayatunge Titled A comprehensive study of marketing mix for the success and sustainability of canine de-wormer tablets market in Sri Lanka Is approved and is acceptable in quality and form UNIVERSITY STUDY CENTER CERTIFICATION This is to certify that the project report entitled A comprehensive study of marketing mix for the success and sustainability of canine de-wormer tablets market in Sri...
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...Principles of Marketing – MGT301 VU MGT - 301 Lesson – 1 PRINCIPLES OF MARKETING Overview of Course: This subject/course is designed to teach the basic principles of Marketing to diverse audience/students, including those who are studying this as a supporting subject for their bachelor degree program. This course is designed to provide you the foundations of Marketing whether you intend to work in field of the marketing or not. Marketing is part of all of our lives and touches us in some way every day. To be successful each company that deals with customers on a daily basis must not only be customer-driven, but customer-obsessed. The best way to achieve this objective is to develop a sound marketing function within the organization. To be understandable and lively means that we need to communicate you. We start every chapter with learning objectives. The most important thing you will get out of this course is the basic skills required to succeed in today’s competitive environment. Marketing is defined as a social and managerial process by which, individuals and groups obtain what they need and want through creating and exchanging products and value with others. Marketing is a key factor to business success. The marketing function not only deals with the production and distribution of products and services, but it also is concerned with the ethical and social responsibility functions found in the domestic and global environment. Introduction of Marketing What image comes...
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...Marketing Chapter 1: Defining Marketing for the 21st Century * Marketing plays a key role in addressing challenges such as helping firms to prosper financially and survive in the face of an unforgiving economic environment * The broader importance of marketing extends to society as a whole => it helps introduce and gain acceptance of new products that have eased/enriched people’s lives * Good marketers seek new ways to satisfy their customers and beat their competition => if they don’t carefully monitor their customers and competitors and don’t continuously improve their value offerings and marketing strategies, don’t satisfy their employees, stockholders, suppliers and channel partners in the process, the firm is at risk to fail * What is marketing? => identifying and meeting human/social needs meeting needs profitably * Selling is not the most important part of marketing the aim is to know and understand the customer so well that the product/service fits him and sells itself * What is marketed? => 10 main types of entities 1) Goods => physical goods such as canned, bagged, fresh, and frozen food products and other tangible items 2) Services => e.g. airlines, hotels, car rentals, barbers, etc. => mixes of good and services are also possible such as restaurant because they offer food and service at the same time 3) Events => 4) Experiences => e.g. Walt Disney World 5) Persons => e.g. artists, musicians, etc...
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...Contents Executive Summary 4 Vision Statement 5 Recommended Vision Statement 5 Mission Statement 6 Values Statement 7 Historical Marketing Eras 8 The Sales Era 10 The Marketing Department Era 11 Social Orientation /Digital Marketing Era 12 Consumer Health 13 Eco-Friendly Marketing 13 The main criteria for evaluating market segments2.3.1 20 2.3.2Market segmentation includes: 21 Adults 24 Young Adults 24 Kids and Teens 25 A Connected Customer Experience 26 Starbucks Rewards Card 27 The Finest Coffee Beans 27 Porter's Generic Strategies 27 Starbucks Pricing Strategy 28 Untapped Markets 36 Favorable Business Climate 37 Business Rejuvenation 37 Product Flexibility 37 Less Competition 37 Protection From National Trends and Events 38 Learning New Methods 38 Legal Issues 39 Language Issues 39 Cultural Barriers 39 Supervisory Oversight 40 Political Problems 40 References 42 Executive Summary Starbucks Coffee Company, Seattle, Washington, is in an enviable position – high growth, few competitors, strong financials, loyal customers, talented management and employees, and brand recognition – so why create a strategic plan? The company faces many threats and opportunities, and if Starbucks wants to continue its success story, a strategic plan will help them continue to achieve stellar results. Starbucks’ vision is to have coffeehouses in every neighborhood...
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...Andrew Whalley Strategic Marketing Download free eBooks at bookboon.com 2 Strategic Marketing © 2010 Andrew Whalley & Ventus Publishing ApS ISBN 978-87-7681-643-8 Download free eBooks at bookboon.com 3 Contents Strategic Marketing Contents Preface 9 1. 1.1 1.2 1.3 1.3.1 1.3.2 1.3.3 1.3.4 1.3.5 1.3.6 1.3.7 1.4. 1.4.1 1.4.2 1.5 So what is marketing? The Three levels of Marketing The value of Marketing; Needs, Utility, Exchange Relationships & Demand The Theoretical basis of competition Generic Strategy: Types of Competitive Advantage What is the basis for competitive advantage? How is competitive advantage created? How is competitive advantage implemented? How is competitive advantage sustained? What are core competencies and capabilities? Resource-Based View of the Firm (RBV) Alternative Frameworks: Evolutionary Change and Hypercompetition Evolutionary Change Hypercompetition The Marketing Concept 11 11 13 20 21 23 24 27 30 31 33 36 36 37 38 2. 2.1 2.2 2.3 What can be marketed? Core Benefit Product Basic product Augmented product 43 47 47 48 Create connections with more impact Technology Roles This is a chance not just to work with a vast range of clients – but to use technology to help them solve some of the most complex challenges they face. In other words, whether you’re in a technical role or one that’s focused...
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...KEY TERMS CHAPTER 1 Customer Equity-is the combined discounted customer lifetime values of all the company’s current and potential customers. Customer Lifetime Value-companies are realizing that losing a customer means losing more than a single sale. It means losing the entire stream of purchases that the customer would make over a lifetime of patronage. Customer Perceived Value-the customer’s evaluation of the difference between all the benefits and all the costs of a market offering relative to those of competing offers. Customer Relationship Management-is the overall process of building and maintain profitable customer relationships by delivering superior customer value and satisfaction. Customer Satisfaction-depends on the product’s perceived performance relative to a buyer’s expectations. Demands-human wants that are backed by buying power Exchange-is the act of obtaining a desired object from someone by offering something in return Internet-a vast public web of computer networks that connect users of all types all around the world to each other and to an amazingly large “information repository’ Market-is the set of actual and potential buyers of a product Marketing-the process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return Marketing Concept-holds that achieving organizational goals depends on knowing the needs and wants of target markets and building profitable relationships...
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...What is marketing? Marketing is the management PROCESS for identifying, anticipating and satisfying customer requirements profitably. The importance of marketing is, * Since competition is high in the market place, employers need to find a good marketing ability to be successful. * As consumer demands are increasing day by day, by marketing it would persuade as well as force the customer to purchase the product and be successful among its rivals * By having a good marketing ability it would ensure high profits since the financial success depends on good marketing. In today’s dynamic environment, different firms markets different products in order to remain in the market place. Some of the products marketed are as follows. * Goods – Pens, Vehicles * Services – Tourism, Banking, Insurance * Experiences – Disney World, Leisure World * Events – IPL, IIFA * Persons – Shahruk Khan, Michael Jackson * Property – Stocks * Places – Malaysia Saudi Arabia * Organizations – Red Cross, UN * Information – AMBA research, WNS * Ideas – Gossip Lanka , 5S Core Marketing Concepts * Needs, Wants and Demands Need is the BASIC HUMAN REQUIREMENT such as food, air, water, education and shelter. Needs becomes wants when they are directed to specific objects to satisfy their need. Demands are the wants for specific products which are backed by an ability to pay. * Exchange Exchange is the process of obtaining a product from someone...
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