...touching lifestyles, desires, and emotions. Whitepaper #5 In this marketing-centric economy of instant e-mail offers, hyped CRM, and endless competing media images [aka: noise, noise, noise] … some, very-select brands actually break through the clutter and create genuine interest, excitement, and loyalty in the marketplace. Beyond simply selling a product … a location … or a service, these “experiential brands” excel at merchandising and selling a relationship. They “connect” with their customers. They engender emotional loyalty. They go beyond transactions and establish true differentiation and value in the customer’s mind. Power brands like Southwest Airlines, MTV, Starbucks, Harley-Davidson, ESPN, Victoria’s Secret, IKEA, Nickelodeon, Disney, Martha Stewart, and Target … and up & comers such as JetBlue, REI, Sephora, and American Girl … deliver visionary and well-conceived “experiences.” They’ve reinvented otherwise intangible, commodity products and services. They’ve got personality. They know how to image, package, and merchandise themselves as experiences. They’ve succeeded in building real trust and connectivity. And, on some level … each is a celebration. As such, intangible brands suffer from a higher perception of “personal risk” in both the purchase decision and bonding processes. As seen in the recent tanking of air travel – United and Delta’s soft under-belly contrasts greatly with Southwest and JetBlue’s structural momentum. Experiential brands … • Connect...
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...Chapter One: text notes Amazon- “obsessed over customer” * creating genuine value for customer: every decision is made with an eye toward improving Amazon.com cutomer experience. * Analyst predict by 2015 Amazon will become the youngest company in history to hit $100 billion in revenue ( walmart:34years). Nation’s second largest retailer. * customer experience bar raiser: representing customer’s voice * Kindle: first original product-> no.1 selling product * First company to use “ collaborative filtering” which sifts through each customer’s past purchase to make personalized content * Customer feel compelled to stay for a while- leaning, looking, discovering What is marketing * marketing is managing profitable customer relationship * “ the aim of marketing is to make selling unnecessary” * marketing is the process by which companies create value for customer and build strong customer relationships in order to capture value from customers in return understand the needs and want | design a customer driven marketing strategy | marketing program that deliver superior value | build profitable relationship and create customer delight | capture value from customers in return | Understanding market place and customer needs 5 core concepts 1. needs, want, and demands- an American needs food but wants a big Mac ( shaped by one’s society), when backed by buying power wants become demands a. Alan Mulally, CEO of...
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...In Praise of the Purple Cow Remarkably honest ideas (and remarkably useful case studies) about making and marketing remarkable products. From: Issue 67 | January 2003 | Page 74 | By: Seth Godin [pic] For years, marketers have talked about the "five Ps" (actually, there are more than five, but everyone picks their favorite handful): product, pricing, promotion, positioning, publicity, packaging, pass along, permission. Sound familiar? This has become the basic marketing checklist, a quick way to make sure that you've done your job. Nothing is guaranteed, of course, but it used to be that if you dotted your is and paid attention to your five Ps, then you were more likely than not to succeed. No longer. It's time to add an exceptionally important new P to the list: Purple Cow. Weird? Let me explain. While driving through France a few years ago, my family and I were enchanted by the hundreds of storybook cows grazing in lovely pastures right next to the road. For dozens of kilometers, we all gazed out the window, marveling at the beauty. Then, within a few minutes, we started ignoring the cows. The new cows were just like the old cows, and what was once amazing was now common. Worse than common: It was boring. Cows, after you've seen them for a while, are boring. They may be well-bred cows, Six Sigma cows, cows lit by a beautiful light, but they are still boring. A Purple Cow, though: Now, that would really stand out. The essence of the Purple Cow -- the reason it would shine...
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...Every company needs a “signature experience” that sets it apart. By explicitly communicating what makes your firm unique, you can dramatically improve employee engagement and performance. What It Means to Work Here by Tamara J. Erickson and Lynda Gratton IT’S THE HR EQUIVALENT OF KEEPING UP | 104 Harvard Business Review March 2007 | hbr.org Jason Greenberg with the Joneses: In their quest to find and retain top talent, businesses often try to match competitors’ offers, ensuring that their compensation schemes, health care benefits, training programs, and other talent-management practices are in line with the rest of the industry’s. While this strategy may be useful for bringing job candidates to the door, it’s not necessarily the most effective way to usher the right people across the threshold – great employees who will be enthusiastic about their work and fiercely loyal to the organization and its mission. What It Means to Work Here Nor does marching in lockstep with industry standards prompt companies to consider what’s unique about their histories and values or potential employees’ attitudes about work. Certainly, reasonable pay and a breadth of health care options matter to prospective hires, as do the tasks they’ll have to perform. But people also choose jobs–and, more important, become engaged with their work – on the basis of how well their preferences and aspirations mesh with those of the organization. Imagine yours is one of three job...
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...Project Part 2 Identify Social Networking Apps for Planned Transformation Research and Analysis Online retailers, computer companies, and other more traditional brick & mortar type companies are leveraging social media to boost e-Commerce sales. While other companies appear ready to consider a marketing option that includes at least some aspect of social media, Starbucks, Dell, and JetBlue are not waiting on the sidelines, they are leading the way and have enjoyed increased sales as a result.. Online businesses that use social media to build their brand, and to assist in customer service, will rise to the top much faster than those who don’t. By working on your brand recognition on the most popular social media sites such as Twitter, Myspace, Facebook and YouTube, you can reach a much, much broader audience than traditional marketing methods. Benefits of Social Media and Social Networking Sharing content with thousands of followers at once isn’t the only benefit of social media for business. Small businesses all over the world have been discovering the ways social media can contribute to success and growth in all areas of their companies. As a business owner you should learned what your audience need are and effectively expand that brand to new customers. Always pay attention to the feedback that comes from perspective customers. Be aware of your competitors that is in your brand of market. The website traffic to and from your website and make that website as user...
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...1. John Camp on how to be successful in a company be able to market yourself learn how to sell yourself know people maintain contact 2. Traits looked for creative aggressive be able to recover and recoup after being told “no” enthusiasm smart honesty 3. What would you do to sell yourself to distinguish yourself from others Likeability 38% of the emotional impact you have, in order to be able to market yourself effectively to others is judged according to your vocal ability. Must pay attention to tone of your voice 4. Look for when hiring interpersonal communication skills teamwork honesty core confidency – what you are good at * 1/24/12 Al Mechabian 55% depends on your visual for people to pay attention to you visual – face expressions having a default look that makes you appealing 7% of emotional impact is due to verbal arrangement of the message 1/26/12 5. Credibility – believability when you interact with other people trust/honest/sincerity Knowledge, expert Identification, association Position/status/success Charisma/ personal brand 1/31/12 ** Read chapter 1 and next first two sections 6. 4 philosophies in marketing management production orientation sales orientation marketing orientation about the understanding the customer societal orientation sustainability – that we keep everything in the world good and clean 7. 3 marketing goals be able to create customer value benefits – cost = value customer satisfaction...
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...MN 490 STRATEGIC MANAGEMENT Spring 2011 Instructor: Dr. Eugene Calvasina Office: 256 T. T. Allain Office Hours: 12 – 1 2:30 – 5:30 M & W Telephone: (225) 771-5643 E-MAIL: ejcalvasina@cox.net COURSE DESCRIPTION: Study of business policies integrating the functions of all fields of business administration with emphasis on top management viewpoint of the operations of the business enterprise. This is a capstone course for the graduate business curricula. PURPOSE: To integrate the various fields of study taught within the school of business and to apply this knowledge in addressing basic administrative problems in business and industry. The course will address global, technological, ethical, social, environmental, political, demographic, and legal issues in strategic decision making. METHODOLOGY: Lecture, cases, and a business simulation will be used in the class LEARNING OUTCOMES: The student will be able to: A) identify, explain, and demonstrate the general concepts, principles and terminology of management through active class discussions; develop a strategic problem solving approach via the Strategic Audit through class discussions of cases; B) develop oral and written skills through written tests, class discussions, and case assignments; C) integrate the various disciplines of management, marketing, finance, accounting, and other sub-disciplines through their application in case situations: and D) Present current events in...
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...U.S. Copyright Law (title 17 of U.S. code) governs the reproduction and redistribution of copyrighted material. Downloading this document for the purpose of redistribution is prohibited. Marketers realize that emotions are important. But they’re not quite sure why—or what to do about it. by William J. McEwen Author of Married to the Brand (Gallup Press, 2005) and coauthor of the Harvard Business Review article “Inside the Mind of the Chinese Consumer” Source: Gallup Management Journal (http://gmi.gallup.com) It should come as no surprise that humans are emotional creatures. Even a casual glimpse into the nation’s driveways, liquor cabinets, and cosmetics shelves reveals that consumers make buying decisions based in part on their feelings and emotions about particular brands. And marketers have long recognized the fact that emotions play a key role when consumers are talking about—or purchasing—products in categories as disparate as those represented by brands like Mercedes, Kodak, and Louis Vuitton. Although none of this seems all that newsworthy, marketers appear to be rediscovering the power of human emotions, as evidenced by a raft of books and articles now in bookstores and on marketers’ desks. Perhaps you’ve already read Passion Branding, Emotional Branding, The Culting of Brands, or Lovemarks. Or you may have noticed that the Journal of Advertising Research recently devoted an entire issue to studies of “Emotion in Advertising.” Suddenly, it seems...
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...Additional details >>> HERE <<< Cheap woodworking secrets real user experience Download from original website => http://dbvir.com/cheaptools/pdx/22t2748/ Tags: f8mo0n6 full cost sheet case study, ## for free, case study sample about business details, online, 65932 read "how i discovered the secret to dirt cheap lumber & power tools!", how to power tools panasonic cordless - fresh data, 73651 download ebook milwaukee power tools 28v battery product details, cheap woodworking secrets review, cheap woodworking secrets real user experience. case study example generalized anxiety disorder, battery power tools reviews, where to buy cheap power tools, case study format for b.ed, pawn shop power tools, download windows phone power tools 2.5.5 for wp8, power tools for sale in limerick, business case study format outline, buy power tools online cheap, skill power tools price, chronic kidney disease case study ppt, safety switch power tools, nike the sweatshop debate-case study solution, maktec power tools review, online shopping india case study, cost sheet case study, skil power tools price list india, mystic monk coffee case study swot analysis, power tools 64 bit download, outline of case study analysis, cost analysis case study, hr case study with swot analysis, case study data analysis and interpretation, will pawn shops buy power tools, case study format business, case study for coffee shop, case study building structure, bosch power tools pakistan, the body shop case study excel...
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...300 Case Studies of Social Media Marketing – An e-guide by Roderick Low of Expeditus Media What is Social Media? Social media is best understood as a group of new kind of online media which share the following characteristics: Participation Social media encourages contributions and feedback from everyone who is interested. It blurs the line between media and audience. Openness Most social media services are open to feedback and participation. They encourage voting, comments and sharing infomation. There are rarely any barriers to accessing and making use of content – password protecting content is frowned on. Conversation whereas traditional media is about “broadcast” (content transmitted or distributed to an audience) social media is better seen as a two-way conversation. Community social media allows communities to form quickly and communicate effectively. Communities share common interests, such as a love of photography, a political issue or a favourite TV show. Connectedness Most kinds of social media thrive on their connectedness, making use of links to other sites, resources and people. Need Inspiration? Now that you know what social media is, do you need any inspiration in getting your social media campaign under way? One of the best way to get inspiration for your organization can use social media is to check out what others are doing. This ebook is intended for anyone who wish wants to start a social media campaign, but will be most useful to people working in...
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...Abstract Brands rushed into social media, viewing social networks, video sharing, online communities, and microblogging sites as the panacea to diminishing returns for traditional brand building routes. But as more branding activity moves to the Web, marketers are confronted with the stark realization that social media was made for people, not for brands. In this article, we explore the emergent cultural landscape of open source branding, and identify marketing strategies directed at the hunt for consumer engagement on the People’s Web. These strategies present a paradox, for to gain coveted resonance, the brand must relinquish control. We discuss how Webbased power struggles between marketers and consumer brand authors challenge accepted branding truths and paradigms: where short-term brands can trump longterm icons; where marketing looks more like public relations; where brand building gives way to brand protection; and brand value is driven by risk, not returns. # 2011 Kelley School of Business, Indiana University. All rights reserved. 1. The party crashers: Marketers and the Social Web Brands today claim hundreds of thousands of Facebook friends, Twitter followers, online community members, and YouTube fans; yet, it is a lonely, scary time to be a brand manager. Despite marketers’ desires to leverage Web 2.0 technologies to their advantage, a stark truth presents itself: the Web was created not to sell branded products, but to link people together in collective conversational...
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...Purple Cow Transform Your Business By Being Remarkable Seth Godin visit Penguin at: www.penguin.com e penguin about the author Seth Godin is the author of four worldwide bestsellers including Permission Marketing, Unleashing the Ideavirus and Survival is Not Enough. He is a renowned public speaker and is contributing editor at Fast Company magazine.You can find him at www.sethgodin.com This is a work of fiction. Names, characters, places, and incidents are either the product of the author’s imagination or are used fictitiously, and any resemblance to actual persons, living or dead, business establishments, events or locales is entirely coincidental. Purple Cow Portfolio Book / published by arrangement with the author All rights reserved. Copyright © 2002 by Do You Zoom, Inc. This book may not be reproduced in whole or part, by mimeograph or any other means, without permission. Making or distributing electronic copies of this book constitutes copyright infringement and could subject the infringer to criminal and civil liability. For information address: The Berkley Publishing Group, a division of Penguin Putnam Inc., 375 Hudson Street, New York, New York 10014. The Penguin Putnam Inc. World Wide Web site address is http://www.penguinputnam.com ISBN: 0-7865-4431-7 PORTFOLIO BOOK® Portfolio Books first published by Penguin Publishing Group, a member of Penguin Putnam Inc., 375 Hudson Street, New York, New York 10014. Portfolio and the "Portfolio" design are trademarks...
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...Chapter 5 :The Power of Effective Communication Video Ride-Along with Andrew Sykes, Pharmaceutical Sales Specialist at AstraZeneca Meet Andrew Sykes. He is a pharmaceutical sales specialist in the medical care division at AstraZeneca, one of the largest pharmaceutical companies in the world. He has been in sales for five years. Andrew calls on doctors and educates them about the products he represents. His success is measured by the number of prescriptions written by doctors for the drugs for which he is responsible. Ride along with Andrew and get his perspective on how communication works (and doesn’t work) in sales. Learn about Andrew’s tips for effective communication. You might be surprised by what you hear. 5.1 Ready, Set, Communicate Learning Objectives 1. Understand the elements of effective business communication. 2. Recognize the implications of different types of verbal and nonverbal communication. 3. Learn how your dress communicates in an interview and the workplace. 4. Discuss how technology tools can help a salesperson manage customer relationships. A text message. A voice mail. A passing comment. A Facebook post. An unreturned phone call. Have you ever had one of these communications be misinterpreted? You meant one thing, but your friend thought you meant something else? Sometimes, the miscommunication can result in the confusion of a meeting time or a place to get together. Or worse, it can be entirely misunderstood and may have a negative...
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...Business Horizons (2011) 54, 193—207 www.elsevier.com/locate/bushor The uninvited brand Susan Fournier a,*, Jill Avery b a b Boston University School of Management, 595 Commonwealth Avenue, Boston, MA 02215, U.S.A. Simmons School of Management, 300 The Fenway, M-336, Boston, MA 02115, U.S.A. KEYWORDS Branding; Brand management; Social media; Web 2.0; Co-creation Abstract Brands rushed into social media, viewing social networks, video sharing, online communities, and microblogging sites as the panacea to diminishing returns for traditional brand building routes. But as more branding activity moves to the Web, marketers are confronted with the stark realization that social media was made for people, not for brands. In this article, we explore the emergent cultural landscape of open source branding, and identify marketing strategies directed at the hunt for consumer engagement on the People’s Web. These strategies present a paradox, for to gain coveted resonance, the brand must relinquish control. We discuss how Webbased power struggles between marketers and consumer brand authors challenge accepted branding truths and paradigms: where short-term brands can trump longterm icons; where marketing looks more like public relations; where brand building gives way to brand protection; and brand value is driven by risk, not returns. # 2011 Kelley School of Business, Indiana University. All rights reserved. 1. The party crashers: Marketers and the Social Web Brands...
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...Strategies to Fight Low-Cost Rivals * Nirmalya Kumar From the December 2006 Issue * Strategies to Fight Low-Cost Rivals Strategy & Execution HBR Article Executive Summary Reprint: R0612F Companies find it challenging and yet strangely reassuring to take on opponents whose strategies, strengths, and weaknesses resemble their own. Their obsession with familiar rivals, however, has blinded them to threats from disruptive, low-cost competitors. Successful price warriors, such as the German retailer Aldi, are changing the nature of competition by employing several tactics: focusing on just one or a few consumer segments, delivering the basic product or providing one benefit better than rivals do, and backing low prices with superefficient operations. Ignoring cut-price rivals is a mistake because they eventually force companies to vacate entire market segments. Price wars are not the answer, either: Slashing prices usually lowers profits for incumbents without driving the low-cost entrants out of business. Companies take various approaches to competing against cut-price players. Some differentiate their products—a strategy that works only in certain circumstances. Others launch low-cost businesses of their own, as many airlines did in the 1990s—a so-called dual strategy that succeeds only if companies can generate synergies between the existing businesses and the new ventures, as the financial service providers HSBC and ING did. Without synergies, corporations...
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