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...Using a Perceptual Map for Thorr Motorcycle, Inc. MKT/421 March 25, 2013 Perceptual Map Company Bio Motorcycles have been marketed as the masculine, mobility and freedom machine since the early 1900s. Crusier Thorr is no different. It is a high-powered, efficient motorcycle modeled after the God of Thunder himself. Cruiser Thorr is prized for it strong, honest and dependable product design; however, with the changing demographics of its target market, the company has hired a new Marketing Manager to re-market the high-end bike to a younger market. This paper will describe the decisions made by the new marketing manager and the company’s attempt to re-invent their marketing strategies to push this bike into a demographically challenging market. The Situation An important attribute to Thorr’s Motorcycle, Inc. is Lifestyle Image. Lifestyle image creates the need for customers to purchase the line “Cruiser Thorr” because of the masculinity and freedom it represents. The perceptual map is a visual description of a customer's perception of the brand. Thorr's motorcycles were positioned as high-priced and that perception did not fit the market for younger consumers that have less money to spend then mature consumers. Thor began to see a decline in its market position due to the escalated price and the life style image presented was targeted toward the older generation. Considering the decline in sales, Thorr’s Motorcycles, Inc. had to make changes to the image it projected...
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...Persuasive Paper Part 1 Jo Ratliff Professor Danny Meadows English 215 November 8, 2015 The monetary cost associated with not wearing a motorcycle helmet is extreme. The loss of life is even more distressing. In recent years we have seen an increase in motorcycle accident injuries and fatalities. Head injury is the leading cause of death in motorcycle crashes. According to a government study posted on PubMed (2012), the un-helmeted motorcyclist has more severe injuries than the motorcyclist wearing a helmet. The result is longer hospital stays, possible care after the hospital and higher medical expenses (Boarini DJ, 2012). Society shares the burden with the families of the motorcyclist involved. Insurance cost increases and if the injured person does not have medical, those cost are passed on to the consumer. Before considering owning and riding a motorcycle, the risk associated with not wearing a helmet needs to be considered. The issue of whether or not to wear a helmet is extremely controversial. Some motorcyclists take an emotional stand, stating that to ride with or without a helmet is their choice. They go on to say that taking that choice away is taking away their freedom. Everyone makes choices and decisions every day. Deciding not to become another statistic by wearing a helmet is a good choice. Wearing a helmet when riding a motorcycle should be as commonplace as fastening your seatbelt before you start your car. There are always advertisements reminding us...
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...opportunity. The first thing to do before setting out on the uncharted seas of financial security is to make sure you are aware of the dangers and pitfalls. The road is rough and has laid waist to many who have tried before you so be sure that you have what it takes, financially and intellectually. Fortunately there are solutions to this problem, albeit the people you will need to talk too are few and far between, it is good advice before you start that will give you that edge when the going gets rough and the pizazz to ride the crest of the wave when things go well. Business: Undercapitalization and Bankruptcy While there are many reasons to cling to the security of the hourly wage paycheck, the hopes and dreams of personal freedom is something that we, as humans, still crave. In this particular case, that freedom leads to the status of the self-employed businessperson. The problem is that just wanting success is never enough to accomplish it. Although freedom leads to self-sufficiency in an ever-changing, increasingly global market, the mere desire for success is a delusion in terms of real-world achievement. So the real question becomes, how can a small startup business avoid bankruptcy? The Golden Idle To begin with, the age-old cliché is true: “It takes money to make money.” This is fully understood by the business gurus of the modern world as under capitalization. It would seem so simple for a person with good intentions and a great product to just go down to their...
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...TUI UNIVERSITY Module 1 Case Assignment MKT501 – Strategic Marketing 23 January 2012 1. Briefly describe Harley Davidson’s traditional targeting and positioning strategy. Harley Davidson is a company that has been around since 1903 and in that time has got quite accustomed to dealing with the changes in markets, which are driven by the changes in people. Having a good “tough image” and great marketing plan has kept the US motorcycle king afloat for over 100 years and will undoubtedly, as it attracts new riders, will be around for many years to come. The Hollywood scripts and early magazines depicting the young, wild motorcycle rider became less and less a reality in the late 1990’s, according to Motorcycle Industry Council statistics. Even in the 1990s, riders became more mainstream. The typical heavyweight segment motorcyclist in 2009 was male, 42 years old, married, and had a college degree. A motorcycle industry’s census showed that there were more riders, more households, more women and more young buyers. Since 2003, the number of motorcycles owned and used in America grew 19 percent to approximately 10.4 million. That is a 58 percent increase from 1998 (6.6 million). The average income of the motorcyclist in 2009 had more than tripled since 1980 ($17,500). In 2009, motorcycle owner household income averaged $59,290 while the U.S. average was $50,233. Riders are also much older. The typical rider was interested in the outdoors. In surveys about their other...
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...zones, and imported rides and attractions. Ideally, new rides and attractions should be added annually to maintain the charm and sustain the viability of the theme park. However, due precarious economic conditions prevailing in late 1997 onward, the company deferred its expansion plans. It has been almost four years since it last introduced a new major ride or attraction for the theme park. Against the Asian currency crisis backdrop, management must identify strategies to eliminate seasonal demands and boost its guest attendance and profitability. III. Background of the Case Enchanted Kingdom opened to the public on October 19. 1995. It was and still is the Philippines' first world class fixed and themed amusement attraction on a scale never before seen in the country. It had 16 rides and attractions most of which were unique to the Philippines during its introduction while the rest were in size and capacities that had never experienced in the country before. Locating these rides and attractions within seven meticulously themed zones interspersed with food and merchandise outlets and kiosks as well as various game stands also added to the “experience” in a totally “enchanting” environment, away from the day-to-day realities of life. In 1996, answering the call for the more ride attractions for the younger set, Enchanted Kingdom installed two new rides at its Boulderville Zone, Stone Eggs, a Mini-Ferris Wheel and Dino Soar 'Us, a Dinosaur Ride. The turn of...
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...twenty one or eighteen. In the year of 1980 a law was passed that changed the minimum legal drinking age from eighteen to twenty one in order to decrease the amount of car crashes and fatalities and to keep alcohol out of the hands of an "irresponsible" age group (Ruth Streeter). Since the raising of the drinking age, more harm has been done than good and the drinking age should be lowered back down to eighteen, given some restrictions and changes. While each state was given the option of whether or not to support this act, the government threatened to cut highway funds if the states kept their drinking age to eighteen. It is strange that an eighteen to twenty year old can vote for our Nation's leader, risk their life fighting for our freedom, and be viewed as an adult, yet still cannot sit down and have a few drinks. At the age of eighteen one is considered an adult. This title of "adult" basically gives people the opportunity to make life changing decisions like voting, buying tobacco products, getting married, signing contracts, serving on juries, having abortions, and being drafted into or joining the military. Scientists claim that the pre-frontal cortex of the brain in which controls judgment is not fully developed until the mid twenties, which then leads to people against lowering the drinking age to claim that opportunities new "adults" take on are not necessarily needing full judgment like unsafe drinking would. So voting for the president who makes executive life changing...
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...becoming more diverse in their needs and wants. This trend is triggered by the increased access to information, products and services, availability of wide variety of products and services and changing socio cultural norms that encourage people to experiment with products and ideas. Appreciating this trend and looking beyond demographics into the behavior and interests of consumers would help marketers to tap into new opportunities and otherwise ignored consumer segments. | [Pick the date] [Pick the date] ------------------------------------------------- Trend Analysis – Post Demographic Consumerism Introduction “Post Demographic Consumerism” is identified as one of the consumer behavior trends for 2015 by the research agency Trend Watching. This paper attempts to study the trend with respect to the market changes in India, which is one of the biggest emerging economies. Post Demographic Consumerism Segmentation is the first step in marketing strategy where a broad market is divided into homogenous groups which are perceived to have similar needs and wants. The objective of segmentation is to identify homogenous groups which can be targeted with a marketing mix that would meet the group’s expectation. The different bases used for segmenting the...
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...799 0736 Date of Submission: 03 / 16 / 2014 Title of Assignment: Legal, Ethical & Social Values on Having Animals In Captivity CERTIFICATION OF AUTHORSHIP: I certify that I am the author of this paper and that any assistance I received in its preparation is fully acknowledge and disclosed in the paper. I have also cited any sources from which I used data, ideas of words, whether quoted directly or paraphrased. I also certify that this paper was prepared by me specifically for this course. Student Signature: ___________________________ ******************************************* Instructor’s Grade on Assignment: Instructor’s Comments: I. Introduction II. Legal Section A. Licensing Requirements B. Accommodation C. Nutrition D. Sanitation and Disease Control E. Veterinary Care F. General Welfare G. Safety and Security H. Operations III. Ethics Section A. Utilitarian Ethical Analysis B. Kantian Ethical Analysis C. Aristotelian Ethical Analysis IV. Social Responsibility Section V. Conclusion VI. References ABSTRACT Animals are one of the most important things in my life, I have dedicated and I will dedicate my life to animals. This is why this paper is so important for me, but I am sure it is also same as important to the world. Now a days Animals in captivity is something that people is staring at more, they are starting to realize that there is nothing moral...
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...Thorr Cruisers Paper Student MKT/421 October 11, 2010 Instructor: Name Thorr Cruisers Paper In the Thorr Cruiser simulation, the sales of Thorr Cruiser have been decreasing steadily. This forced the need to redevelop the company’s marketing plan, which includes the determination of whether to introduce a new line of motorcycles. The simulation educates the student with the interpretation of the market research data using a perceptual map. “Perceptual mapping can be used to give you that additional insight into the current position of your product and its potential in the face of competition” (Outsourcing2India, 2010). The simulation uses this technique to analyze the perception of the Thorr Cruiser to ascertain the reasons for declining sales and to formulate a strategy for improvement in the positioning of Thorr Cruiser. The improvement of the positioning of Thorr Cruiser will rely on implementing changes in the company’s marketing mix. The marketing mix refers to the combination of product, place, promotion, and pricing strategies. The final marketing mix that will help reposition Thorr Cruiser. While running the simulation the marketing mix used was price, services, engineering, and financial options. Price is important to position Thorr Cruiser as a premium product. Pricing affects the perceptions of customers and so lifestyle pricing has been used. In addition, lifestyle pricing will support quality engineering so that the Thorr Cruiser that rolls out...
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...market? Ascis today is the forefront business and world wide performance in sports market industry and its currently the leading the running shoe brand athletes. The choice for providing comfort,support, and supirior rides. Ascis has made further developments in its products for both men and women.It has also reached the core of sports industry and sponsership like football and rubgy. Ascis has been in the asian market for many years markets mostly in Japan and well recognised in American continent,In some asian countries like Indonesia,Thailand, Singapore and Malaysia it is well knwon and still developling its brand name in some coutires. Ascis has not only focused on Sports wear but also concentrate on Apperals and expanded its sports shoe products from Running shoes to walking shoes, and football shoes. It is known in Singapore and Thailand the market share of ascis is low but still one of the leading brands. This paper mainly focuses on Ascis and Asean countries development and growth and how it impacts the buiness by entering their market. But this paper mainly focuses on major countries like Singapore and Thailandas they are the emerging market and high business prospects PEST analysis is used for understanding the growth or decline of the market this paper focus on PEST analysis of Singapore,and Thailand but main focus is Singapore. PEST Consist of Political, Economic, Social and Technological. Singapore is well known for its grasping cultrue.People push themselves in...
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...West Coast Forum Research Work Group Sustainable Consumption & the Sharing Economy Summary of Research Findings and Gap Analysis Topic: How state and local governments are promoting sustainable consumption and engagement in the sharing economy RESEARCH QUESTION(S) • What is the state of knowledge about sustainable consumption? How is this defined or framed? What are the emerging trends? What potential roles can municipal and state governments play? • What barriers have been identified and how might these be overcome? • What strategies, techniques and policies are effective at promoting sustainable consumption through reusing, renting, repairing, and sharing products and materials? • What GHG reduction benefits can be achieved through these activities? • What strategies, techniques, policies and innovative approaches have not yet been tried but have been proposed that are considered to have greatest potential? Note: This research summary builds on the findings of a previous literature review “Changing Consumer Behavior” presented at the 2012 annual Forum meeting. Many of the issues and key findings related to sustainable consumption are addressed there. Sustainable consumption is a rich and nuanced topic for which extensive literature exists. While not the primary focus of this review, the concepts around sustainable consumption provide a context for exploring specific activities of individual consumers such as renting...
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...Title of term paper is “Market In The Higher Education In India” . The main objective of this term paper is to critically evaluate the presence of private sector in market of higher education in India. The structure of paper starts with first , explanation of higher education as public or private good debate . various authors views are used while discussing the nature of product the higher education . Second, the importance and increasing presence of private sector in higher education is explained. Third, the form of market structure in higher education from the perspective of the student, as well as the perspective of the providers of higher education Traditionally , higher education is regarded as a public good, benefiting not only the individuals but also the whole society by producing a wide variety of externalities or social benefits. In recent times, however, the chronic shortage of public funds for higher education, the widespread introduction of neo-liberal economic policies and globalization in every country and in every sector, and the growing presence and importance of the international law on trade in services by the World Trade Organization and the General Agreement on Trade and Services—has led to change in view of many that higher education is a public good, and introduce the concept of market by the sale and purchase of higher education, as if it is a normal commodity meant for trade. The very shift in perception on the nature of higher education from...
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...goes all the way through to the continued growth, production, and success of a product. First Definition of Marketing According to the Dictionary of American History (2003) marketing is the multifaceted, systematic approach to selling goods, adopted by every business and not for-profit agency and group with a message. It attempts to optimize an organization's ability to make a profit, whether monetary (profits or donations) or electoral. Some of the main elements of marketing are the selection and development of the product, determination of price, the place the product with be sold, advertising and generating sales. Marketing entails a two-fold aspect called inbound and outbound marketing. Inbound marketing is the research aspect of marketing. Marketing research gives companies key information about economic conditions, consumer...
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...melodrama at the Schubert Theater. 1928 Bar-mitzvah at the Avenue M temple. Father's business struggling and family move to Brooklyn. Attends James Madison HIgh School. 1930 Reassigned to the newly built Abraham Lincoln High School. Plays on football team. 1931 Delivery boy for local bakery before school, and works for father's business over summer vacation. 1933 Graduates from Abraham Lincoln High School. Registers for night school at City College, but quits after two weeks. 1933-34 Clerked in an auto-parts warehouse, where he was the only Jew employed and had his first real, personal experiences of American anti-semitism. 1934 Enters University of Michigan in the Fall to study journalism. Reporter and night editor on student paper, The Michigan Daily. 1936 Writes No Villain in six days and receives Hopwood Award in Drama. Transfers to an English major. 1937 Takes playwrighting class with Professor Kenneth T. Rowe. Rewrite of No Villain, titled, They Too Arise, receives a major award from the Bureau of New Plays and is produced in Ann Arbor and Detroit. Honors at Dawn receives Hopwood Award in Drama. Drives Ralph Neaphus East to join the Abraham Lincoln Brigade in Spain during their Civil War, and decides not to go with him. 1938 The Great Disobedience receives second place in the Hopwood contest. They Too Arise is revised and titled The Grass...
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