...Talk about enterprise competence marketing way and its influencing factors Abstract: the study found that ability including the ability to transfer of marketing and sales, the ability of communication and promotion, sharing and union of three typical way;And the choice of a variety of ways is the ability to attribute and the marketing characteristics, cultural distance, relationship quality and customer value and enterprise value variables such as the result of the interaction.This recognition in theory and reveals the ways of marketing ability and choice mechanism, the ability to expand and enrich the existing marketing theory, and provides the academic development ability next marketing scale structure shape and support;At the same time the ability to formulate marketing strategy for the enterprise marketing method to provide corresponding guidance and effective selection ability. Key words: ability of marketing;Marketing way;Selection mechanism One, the introduction Existing enterprise competence theory, especially the theory of marketing ability is difficult to explain the marketing communication activities between industry enterprises in the market.Because in industrial marketing, communication between the enterprises more and more focused on the supplier's resources and capabilities, rather than the current sales of the products.For example, in the capital products trade fair, exhibitors tend to introduce to the customer from the r&d department of technical personnel...
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...Management Sciences S. N. S. College of Engineering Coimbatore. Pin Code – 641 107. Tamil Nadu State, India. Dr. K. M. MURUGESAN, Assistant Professor in Business Administration Alagappa Government Arts College Karaikudi. Pin Code – 630 003. Tamil Nadu State. Dr. R. GANAPATHI, Assistant Professor in Commerce Directorate of Distance Education Alagappa University, Karaikudi. Pin Code - 630 003. Tamil Nadu State. Abstract In recent days India is witnessing a change in consumerism. The market is now predominantly consumer driver. The focus is shifting for product based marketing to need based marketing. Consumer is given many options to decide. Passenger car segment is no exception to this general trend. An effective market communication is imperative for reaching the target audience. So it is important that we study the consumer perceptions and behaviour of the car owners which will give us feedback on how marketing strategies can be worked. Namakkal town in Tamil Nadu State, which is in the southern part of India, has a progressive and growing market for cars. This down was selected for this study. Pre-testing was done by an Interview schedule which was developed and administered to a convenient sample of twenty five car owners. A Simple Random sampling technique was adopted in the study to select the sample respondents. As the size of the universe is restricted, the study has been conducted on the respondents who are the owners of all the segments of passenger cars. A total of...
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...Consumer Behavior |Program |: |MBA |Class of |: |2009 | |Credit |: |3 |Sessions |: |33 | |Course Code |: |SL MM 602 | | | | Objective To understand the various factors influencing behavior of consumers – as individuals and as members of a group/society, and also the impact of consumerism in the contemporary environment. To understand the behavior of consumers – decision making, post-purchase behavior, behavior in a shopping environment, etc. To understand the behavior of organizations as consumers. |REFERENCE BOOKS |AUTHOR / PUBLICATION | |Consumer Behavior |ICMR | |Consumer Behavior, 5e |Leon G Schiffman and Leslie Lazar Kanuk, Prentice-Hall, India | |Consumer Behavior |Hawkins, Best & Coney, McGraw Hill | |Consumer Behavior |Blackwell, Miniard & Engel, Thomson ...
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...Marketing Shapes Consumer Needs and Wants Name Here University Here How Marketing Shapes Consumer Needs and Wants Marketing shapes consumer needs and wants by influencing consumers to change their needs to wants. Our text book defines needs as “basic human requirements” (Kotler & Keller, 2009, p.12) and wants as needs which are “directed to specific objects that might satisfy the need” (Kotler & Keller, 2009, p.12). Marketers understand that consumers have five types of needs: stated, real, unstated, delight and secret (Kotler & Keller, 2009). By targeting these needs and informing consumers marketers are shaping consumer needs by “helping consumers learn what they want” (Kotler & Keller, 2009, p.13). It is much easier for companies to use marketing to shape consumer needs and wants versus using marketing to reflect the needs and wants of consumers. For example if consumer needs and wants change quickly and often, manufacturers can’t simply change their production lines overnight (Helen 2009). Fast Food Marketing The best examples of effective marketing today can be seen in the fast food industry. Fast food companies are targeting the real human need to eat and influencing consumers to want their products. The fast food industry spent more than 4.2 billion dollars in 2009 to advertise their products to all audiences (Harris 2009). This advertising is so effective that it has convinced 15% of preschoolers that it is ok to eat fast food every...
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...Influencing the online consumer’s behavior: the Web experience Efthymios Constantinides The author Efthymios Constantinides is an Assistant Professor at the University of Twente, Faculty of Business, Public Administration and Technology, Department of Marketing, Strategy and Entrepreneurship, Enschede, The Netherlands. Keywords Internet marketing, Worldwide web, Online operation, Consumer behaviour, Buying behaviour The consumers” buying behavior has been always a popular marketing topic, extensively studied and debated over the last decades while no contemporary marketing textbook is complete without a chapter dedicated to this subject. The predominant approach, explaining the fundamentals of consumer behavior, describes the consumer buying process as a learning, information-processing and decision-making activity divided in several consequent steps: (1) Problem identification. (2) Information search. (3) Alternatives evaluation. (4) Purchasing decision. (5) Post-purchase behavior (Bettman, 1979; Dibb et al., 2001; Jobber, 2001; Boyd et al., 2002; Kotler, 2003; Brassington and Pettitt, 2003). A distinction is frequently made between high and low involvement purchasing, implying that in practice the actual buying activity can be less or more consistent with this model, depending on the buyer’s perceived purchasing risks. High or low degree of involvement is also a question of buyer experience; products purchased for the first time, in general, require more involvement than...
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...Influencing the online consumer’s behavior: the Web experience Efthymios Constantinides The author Efthymios Constantinides is an Assistant Professor at the University of Twente, Faculty of Business, Public Administration and Technology, Department of Marketing, Strategy and Entrepreneurship, Enschede, The Netherlands. Keywords Internet marketing, Worldwide web, Online operation, Consumer behaviour, Buying behaviour The consumers” buying behavior has been always a popular marketing topic, extensively studied and debated over the last decades while no contemporary marketing textbook is complete without a chapter dedicated to this subject. The predominant approach, explaining the fundamentals of consumer behavior, describes the consumer buying process as a learning, information-processing and decision-making activity divided in several consequent steps: (1) Problem identification. (2) Information search. (3) Alternatives evaluation. (4) Purchasing decision. (5) Post-purchase behavior (Bettman, 1979; Dibb et al., 2001; Jobber, 2001; Boyd et al., 2002; Kotler, 2003; Brassington and Pettitt, 2003). A distinction is frequently made between high and low involvement purchasing, implying that in practice the actual buying activity can be less or more consistent with this model, depending on the buyer’s perceived purchasing risks. High or low degree of involvement is also a question of buyer experience; products purchased for the first time, in general, require more involvement than...
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...Influencing the online consumer’s behavior: the Web experience Efthymios Constantinides The author Efthymios Constantinides is an Assistant Professor at the University of Twente, Faculty of Business, Public Administration and Technology, Department of Marketing, Strategy and Entrepreneurship, Enschede, The Netherlands. Keywords Internet marketing, Worldwide web, Online operation, Consumer behaviour, Buying behaviour The consumers” buying behavior has been always a popular marketing topic, extensively studied and debated over the last decades while no contemporary marketing textbook is complete without a chapter dedicated to this subject. The predominant approach, explaining the fundamentals of consumer behavior, describes the consumer buying process as a learning, information-processing and decision-making activity divided in several consequent steps: (1) Problem identification. (2) Information search. (3) Alternatives evaluation. (4) Purchasing decision. (5) Post-purchase behavior (Bettman, 1979; Dibb et al., 2001; Jobber, 2001; Boyd et al., 2002; Kotler, 2003; Brassington and Pettitt, 2003). A distinction is frequently made between high and low involvement purchasing, implying that in practice the actual buying activity can be less or more consistent with this model, depending on the buyer’s perceived purchasing risks. High or low degree of involvement is also a question of buyer experience; products purchased for the first time, in general, require more involvement than...
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...economic conditions: Factors influencing the level of decentralization in budgeting and its relations to budget size and allocation, written by Yunjae Cheong, Kihan Kim, and Hyuksoo Kim, the authors examine the extent to which various company, brand and organizational factors are related to the level of decentralization in the budgeting for advertising and promotion. The research from the article is based off of the five most common budgeting categories listed as Judgment, Competitive, Sales, Measurement, Objective and Task. All of these categories are explained in the article by either the bottom-up or the top-down process or a mixture of both. The authors break down the article further into three factors influencing the level of decentralization in budgeting. The first factor is Company and it is broken down by company size (larger companies use more decentralized budgeted methods than smaller companies) and profitability (professional companies will use more decentralized budgeted methods than the companies experiencing losses). The second factor is Brand and is broken down into brand type (individual companies versus corporate/family brands using more decentralized budgeting), brand equity (higher brands versus lower quality brands), and brand price (higher price products versus lower price products). The final factor is the Organizational factor and is split into two departments. The first is marketing (the stronger the influence of the marketing department on budgeting decisions...
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...Unit 3 Marketing P1 Introduction For this assignment I have been asked to do a report on………………………(say what you have been asked to do) The company I chose for this marketing report is kellogs and Nestle. I will first start off by writing about Kellogs. About Kellogs Kellogs is a …………………(Give history of Kellogs and background info) The types of products Kellogs produces are…..(make sure you mention the products kellogs produces and the general target market for these producst E.g. cereals – aimed at consumers aged 5 onwards, can you think of any other products?) Marketing strategies used by Kellogs Kellogs use a variety of marketing strategies. One of which is the growth strategy which can take many forma s as listed below.. 1. growth strategies (such as diversification, product development, market penetration or market development, Ansoff’s Matrix) I will write about the Growth strategies in greater detail. For Kellogs they use all the following strategies for growth. Growth strategies are: Market penetration – say what it is and how kellogs has used this for one of their products Market development -say what it is and how kellogs has used this for one of their products Product development - say what it is and how kellogs has used this for one of their products Diversification -say what it is and how kellogs has used this for one of their products About Nestle Nestle is a …………………(Give history of Nestle and background info) The types of products Kellogs...
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...world implies that all aspects of planning be utilized to the fullest. This includes the analysis segmentation and targeting of a potential market to facilitate sales whether retail, local, or global. When these protocol are combined this results in implementation and standardization strategies. Current research also show that, “targeting implementation also implies developing media and message strategies to reach each selected segment”(Johansson, 2009). Team A will construct a document that reviews the implementation strategy for their products which includes the protocol to be used in the global standardization of the merchandise. Factors influencing local and foreign buyer behavior There are many factors that could influence the local and foreign buyer behavior but in this paper, we will focus on four major aspects of influencing. The four key components that we will elaborate on are Cultural, Social, Personal, and Psychological factors. These four key components can be interchanged on the local and foreign buyers market. Understand these particular factors will not only be a good basis for a successful product launch but it can also help bridge the gap within global affairs and communication. Cultural factors involve many situations depending on the country of orgin, or if there is a specific need for the product within that country. According to Perrau, Culture is essential when it comes to understanding the desires and behaviors of a consumer (Perrau 2013). Throughout...
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...Factors Influencing Consumer’s Buying Pattern Towards Mineral Water In Bangladesh: A Study On Super Fresh Drinking Water in Bangladesh SUBMITTED TO Mahmud Zubayer Assistant Professor Department Of Business Administration East West University SUBMITTED BY Md. Abdur Rashid - 2012-2-10-231 Tanvir Hasan - 2013-1-10-367 Md.Farhan Safa -2013-1-10-011 Farhana Yasmin -2013-1-13-007 LETTER OF TRANSMITTAL november, 2015 To, Mahmud Zubayer Assistant Professor Department of Business Administration East West University. Subject: Factors Influencing Consumers’ Buying Pattern of Super Fresh Drinking Water. Dear Sir, It gives us an immense pleasure in submitting to you the term paper Factors Influencing Consumers’ Buying Pattern Towards “Mineral Water” in Bangladesh: A study on “Super Fresh Drinking Water” Which is the topic under our observation. While preparing the report, we closely focused on the topic & tried to collect most complete information available. We believe that it will provide you a clear scenario about the company. We thank you for giving us the opportunity to do a report on the above mention point. This term paper will definitely give us experience which we can be used in our professional life. We will be always available for any further query and to answer any questions on this paper. Thank you Truly yours Group- Adventure, Course-...
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...FACTORS INFLUENCING STUDENT COLLEGE CHOICE OF LPU CAVITE CAMPUS A Research Proposal Presented to the Faculty of the Lyceum of the Philippines University Cavite Campus In Partial Fulfillment of the Requirements for the Degree Bachelor of Science in Business Administration Operations Management By: Borromeo, Jose Mari A. Celestino, Caroline P. Cosico, Maricar P. Hernandez, Jenielyn V. Yambao, Yasmine V. October 2012 ii. ENDORSEMENT SHEET This research proposal attached hereto entitled, “FACTORS INFLUENCING STUDENT COLLEGE CHOICE OF LPU CAVITE CAMPUS”, prepared and submitted by Borromeo, Jose Mari A., Celestino, Caroline P., Cosico, Maricar P., Hernandez, Jenielyn V., andYambao, Yasmine V., in partial fulfillment of the requirements for the degree of Bachelor of Science in BusinessAdministration Major in Operations Management, has been examined and is hereby recommended for oral examination. Dr. Alfredo G. Bulatao Adviser’s Name and Signature Approved as partial fulfillment of the requirements for the degree of Bachelor of Science in Business Administration Major in Operations Management with a grade of ______. Mr. Reynaldo C. San Mateo College of Business Administration-Chairman ...
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...increase shares in the market while it is becoming more dynamic and complex. The needs of consumers are changing with both younger and older generation. This proposal is provided for the decision makers in Nivea to offer them a more effective and reliable information, and methologies. This research will offer great value for the company as it will discover the preferences and needs of consumers in skin-care products, identify characteristics of the new market while measuring brand loyalty and perception. The results from this research will then help Nivea gain an insight and better understanding of the target market and enabling them to choose more effective decisions in all marketing activities. 2.0 Literature Review 2.1 Influencing Factors on Customer Behaviour Daivata explains the influencing factors on consumer behaviours are reflected in two dimensions, Internal and external factors. Internal factors involve consumers making purchase decisions based on internal needs, whereas external factors means consumers are more than likely to be influenced by their surrounding environments including their friends, family and customers (Daivata 2012, 65)....
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...Define Marketing Paper 1 Define Marketing Paper MKT/421 Define Marketing Paper 2 Marketing is very essential for a company to succeed; this is how people learn about a product or service. A person learning about a product or service is not all that marketing does, marketing entails more than that. I will discuss my personal definition of marketing along with formal definitions with example to support my explanations. Personal Definition When I think of marketing I think of it as the opportunity to grab a person’s attention so that they become interested in your product or services. I think Costco has a great idea on how to grab people’s attention to sale the products they have in their warehouse. For instance they have people come in and demonstrate the products they sale, for example I had seen this blinder a few times in the store never paid much attention until one day I went in and they were demonstrating how it work all the health benefits and offered it at a discount and gave coupons for frozen fruit. By doing this they got my attention and sold me the blinder and the fruit. They even demonstrate food I have bought food several times that were not on my list just because I tasted and wanted to it. At the end of each year they give their customers a free cookbook, and now they are offering a bulletin board to help promote the small businesses in their area. Showing that you care about your customers keeps them coming back and telling others. Formal...
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...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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