...underwear that spill out onto the floor as I reach for the sports section. Then, when I power up my iPad (before my kids can steal it from me to play Angry Birds), I am greeted with two pop-ups serving irrelevant daily deals, which I instinctively close without reading. The only time I might actually pay attention is when a friend emails or pings me via Facebook on a cool offer (Rally Car Racing lessons? Okay, now we’re talking). Most marketing emails that somehow slip through my spam filter also go unopened and unread, as I search for the email I really want to see: that my fantasy football trade was accepted (Tony Romo really is a horrible fantasy QB). The mail, the inserts, the pop-ups, the emails — they have all become nuisances and background noise. So is marketing dead? I hope not, because I’m basically a marketing guy. But I think classic “segmentation” based marketing is broken. We are all individuals with unique needs. And as much as marketers try, it’s hard to put us into “catch all” segments or clusters. As a former airline marketing VP, I have been part of the problem: so feel free to blame me first. We used to celebrate a 0.25% response rate to inserts in our airline credit card mailings. Really? So 99.75% of the people didn’t care about our offer. A 1% click-through on a keyword ad gets celebrated, too. So why do marketers celebrate irrelevance? Because the math still pens out: you can make money in the short term on a 0.25% response rate or a 1% click through...
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...While marketing has changed in shape and form over the years, what has remained constant are its basic principles. It’s still about creating a demand in the marketplace and then deploying adequate expertise and techniques to enable a brand achieve its objective. The concept of marketing, therefore, hasn’t changed. What’s changed is the context. At the Mumbai round of the Pitch CMO Summit 2010, held on November 16, keynote speaker Sanjay Behl, CEO, Reliance Big TV, explained how marketing had evolved over the years from the traditional 4Ps of the Nineties to a more contemporary approach, which was about People, Purpose, Perspective, Protection and Participation. Behl took the audience through the three phases of marketing – the pre-Nineties era (Marketing 1.0), the post Nineties era (Marketing 2.0), and the current 2010 era (Marketing 3.0). While the traditional 4Ps (Place, Product, Price, Promotion) were relevant in the era of Marketing 1.0, Marketing 2.0 was about People, Positioning, Productivity and Profit. “We saw the opening up of the economy in this phase, Exim policies were relaxed, there was rise in consumerism and the economy was booming. With all the growth opportunities, the focus for marketers was on ROI,” Behl pointed out. “Marketing 3.0 is what defines most brands and marketers do today,” he added. He then went on to explain the five biggest trends impacting Indian and global brands… 1- Touch world Press a button and get any information you want. There were...
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...Attribution-Share Alike 3.0 License (http://creativecommons.org/licenses/by-sa/3.0/) Chapter 5 “Emerson said that if you build a better mousetrap the world will beat a path to your door, and that may have been true then … but it’s not true now. No one will come. You have to package and promote that mousetrap. Then they will come.” — King C. Gillette Gillette Razors O verview: Marketing is the process of planning and executing a strategy to get goods and services to customers. The components of marketing can be described as the “four P’s” or the marketing mix. Product consists of the products and services that your social enterprise furnishes; it is characterized by quality, assortment, packaging, and guarantees. Price is the amount you will charge customers for the products or services. Promotion is how you will create awareness of your products or services in the marketplace; advertising, publicity, and sales are aspects of promotion. Place (distribution) is how you will bring your products or services to your customers; distriMarketing Synergies bution comprises wholesalers, retailers, multilevel marketers, and “The most effective and efficient marketing plans are sales representatives. The marthose that maximize the synergy between products, distriketing mix is a set of tools and bution channels, price, and promotion. A unified promotechniques social enterprises use tional strategy across an entire product line saves money to achieve their marketing objec- and presents...
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...Contents 1.0 Introduction 1 2.0 Different Organizational Structure and Culture 2 2.1 Organizational Structure 2 2.2 Organizational Culture 5 2.3 Relationship between An Organizational Structure and Culture. 6 3.0 Individual Behavior at Work 7 3.1 Internal Factors. 7 3.2 External Environments 8 4.0 Different Leadership Styles 10 4.1 Compare the Effectiveness of Different Leadership Styles. 10 4.2 Leadership Styles between Haier and Uniqlo Co., Ltd.. 10 5.0 Management Approach 11 5.1 Functions of Management.. 11 5.1.1 A Basic Framework. 11 5.1.2 Framework between Haier and Uniqlo Co., Ltd. 11 5.2 Different Approaches to Management Used.. 12 5.3 Management Though between Haier and Uniqlo Co., Ltd... 13 6.0 Conclusion 14 References 15 Contents 1.0 Introduction 1 2.0 Various Elements of Marketing Process 2 2.1 Definition of Marketing 2 2.2 Company’s Marketing Philosophy 2 2.3 Holistic Marketing-Oriented Philosophy. 4 3.0 Benefits and Costs of a Marketing Orientation 6 3.1 Customer Satisfaction for Coca-Cola 6 3.2 Customer Retention for Coca-Cola 7 4.0 Macro and Micro Environmental Factors 8 4.1 Porter’s Five Forces Analysis. 8 4.2 PEST Analysis 9 5.0 Segmentation Criteria to Be Used for Products in Different Markets 11 5.1 Introduction of New Products 11 5.2 Market Segmentation 11 6.0 A Targeting Strategy for a Selected Product 13 ...
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...Far Asia as an emerging market still in its infant stage. Its number of retail outlets in Malaysia, Singapore, Taiwan, Beijing, Shanghai and Hong Kong are very small and comprises a mere 3% of the company's total sales. These stores were expected to be more successful in the near future. IKEA's imminent strategic expansion into this region exemplified its ambitions to dominate this emerging market. This Case Study illustrates how IKEA's ventures into China and Japan are laden with unique marketing challenges which it had not encountered before in other international markets. Read the attached case (Case Study: "IKEA: A Long March to the Far East" - Source: Oxford University Press) and answer the following questions; 1. Based on your analysis, what are the opportunities and challenges for IKEA in their market operations in (a) China; and (b) Japan? 2. Describe the market entry strategies that IKEA adopt in China and Japan respectively. 3. What are IKEA product, pricing, marketing communication and distribution decisions in the two Asian markets? To what extent these...
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...TRICLIMATE & CO. OUTFITTERS | MARKETING PLAN | Mission Statement. | By Malvina Begay, Tahnee Stands, Terry Redlightning, and Lindsey Vargas | Table of Contents Native American Women’s Jacket 2 1.0 Company Description 2 1.1 Introduction 2 2.0 Business Mission 2 2.1 Mission Statement 3 3.0 Situation Analysis 3 3.1 Industry Analysis 3 3.2 SWOT Analysis 3 3.2.1 Trends 3 (Text) 3 3.2.2 Competitors 3 (Text) 3 3.2.3 Consumer Profile 3 (Text) 3 3.2.4 Technology 3 (Text) 3 3.2.5 Strengths 3 (Text) 3 3.2.6 Weakness 3 (Text) 3 3.2.7 Opportunities 3 (Text) 3 3.2.8 Threats 3 (Text) 4 4.0 Marketing Objective 4 5.0 Marketing Strategy 4 5.1 Target Marketing Strategy 4 5.2 Marketing Mix 4 5.2.1 Production 4 (Text) 4 5.2.2 Place/Distribution 4 (Text) 4 5.2.3 Promotion 4 (Text) 4 5.2.4 Price 4 (Text) 4 6.0 Implementation, Evaluation, and Control 4 6.1 Marketing Research 4 6.2 Organizational Structure and Plan 4 (Text) 4 6.3 Financial Projections 4 (Text) 5 6.4 Implementation Timetable 5 (Text) 5 7.0 Summary 5 (Text) 5 Native American Women’s Jacket Triclimate & Co. Outfitters Marketing Plan 1.0 Company Description 2.1 Introduction (Text) Products and Services (Text) The Company (Text) 2.0 Business Mission 3.2 Mission Statement (Text) 3.0 Situation Analysis (Text) 4.3 Industry Analysis (Text) 4.4 SWOT Analysis 4.5.1 Trends ...
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...include the ease of imitation. The potential drawback is the niche may no longer be a niche. On the contrarary, the broad market strategyfirm will adapt its product and services for competing directly. 6.4: Value Chain Components consist of five key firm activities. The first activity of the internal value chain is the supply chain management. This consist of the receiving of merchandise and products, warehousing, and the firms inventory control system. Operations which are the value creating activities that transform the fims inputs into the final product. Distribution which is also considered a firms outbound logistics are the activities required to get the finished product to the customer. And the final activity is a firms marketing and sales. Considered by many firms as the the most critical activity. Knowing the needs and wants of the customers and creating awareness among the target audience...
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...Global Marketing Strategies Contents TASK 1 2 1.0. INTRODUCTION 3 2.0. HOW CREDIT CRUNCH WILL AFFECT INTERNATIONAL BUSINESS? 4 3.0. RECOMMENDATIONS TO OVERCOME THIS CREDIT CRUNCH 6 4.0. CONCLUSION 7 5.0. BIBLIOGRAPHY 8 TASK 1 Discuss the likely effects to international/global business by the recent credit crunch. Suggest ways to overcome these problems. 1.0. INTRODUCTION Credit crunch is an economic downturn, when the world experiences a credit crisis. It is caused by declining value in real estate and by defaulting loans, arising from contraction in the supply of credit. A credit crunch is a [sudden] reduction in the availability of liquidity in the financial markets ( i.e. loans or credit) resulting in a sudden increase in the cost of obtaining a loan from financial institutions(Pearson, M. 2008) The United States of America banks had extended loans for purchase of homes to “risky” clients and this resulted in loan defaults in mortgages but soon spread to the rest of the market both in the United States of America and in the rest of the world. 2.0. HOW CREDIT CRUNCH WILL AFFECT INTERNATIONAL BUSINESS? The credit crunch affects international business in many ways as described below: 1.0. High Interest rates- the credit crunch has resulted in high interest rates and high cost of borrowing. This affects businesses as the cost of re-financing or diversifying a business increases. Businesses with large debt see high cost of...
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...Frost R 2009, E-Marketing, 5th Edition, Pearson Education, Inc. Marketing implications of internet technologies • The internet has properties that create opportunities beyond those possible with the telephone, television, postal mail or other communication media. • This can be seen in terms of global reach (worldwide partnership, employee collaboration and salesperson telecommunicating), mediating technology (allowing timely communication and data sharing), the use of bits rather than atoms (Information, products and communication in digital form can be stored, sent and received nearly instantaneously) and task automation (self-service online for transactions and payment). Other properties include network externality (businesses can reach more of their market with automated communication), time moderator (consumers hold higher expectations about communication with companies), information equalizer (consumers have more access to product information and pricing), scalable capacity (huge amount of data can be stored in the server space paid for by the company), open standard (companies can access each other’s databases for a smooth supply chain) and market deconstruction (many distribution channels are performed by non-traditional firms like online travel agents). • These internet properties not only allow for more effective and efficient marketing strategy but also changed the way marketing is conducted. E-business, e-commerce & e-marketing • E-business...
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...Hasbro Shawna Wells BUSI 544 – Marketing Strategy April 22, 2014 Confidentiality Agreement The undersigned reader acknowledges that the information provided by _______________ in this marketing plan is confidential; therefore, reader agrees not to disclose it without the express written permission of _______________. It is acknowledged by reader that information to be furnished in this marketing plan is in all respects confidential in nature, other than information which is in the public domain through other means and that any disclosure or use of same by reader, may cause serious harm or damage to _______________. Upon request, this document is to be immediately returned to _______________. ___________________ Signature ___________________ Name (typed or printed) ___________________ Date This is a marketing plan. It does not imply an offering of securities. Table of Contents 1.0 Executive Summary 4 2.0 Situation Analysis 5 2.1. Market Summary……………………………………………………………..………………………………..5 2.1.1 Market Analysis………………………………………………………….……………………………5 2.1.2 Market Needs 7 2.1.3 Market Trends 8 2.2 SWOT Analysis 10 2.2.1 Strengths………………………………………………………………………………………………...10 2.2.2 Weaknesses 10 2.2.3 Opportunities 10 2.2.4 Threats 10 2.3 Competition………………………………………………………………………………..…………………….11 2.4 Keys to Success………………………………………………………………………………...
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...MM522 Marketing Plan Guide MM522 MARKETING PLAN GUIDE Objective This Marketing Plan assignment gives you the opportunity to practice develop an integrated business and marketing strategy for a product or service of your choice. This activity will make the course "come alive" through application of the principles from the textbook, course materials and threaded discussions. Assignments such as this also help you develop business-oriented communication skills. The development of this Marketing Plan is an integral part of the course, and will require several weeks of research, critical analysis, critical thinking, and writing. Students tell us the only way to do well on this project is to begin early and work on it consistently throughout the entire course. You have several options when choosing a product or service for your marketing plan. Consider choosing a new product for a new company (your own) or creating a new product for an existing company. Perhaps you would want to do a product extension of an existing product. You might consider a different approach to marketing an existing service. You can target consumers or businesses. You may choose a product or service offered by your employer or your own business, or one from another organization. Ultimately, to maximize your learning experience, choose a product or service in which you have an interest and about which you would like to see your product or service come to the marketplace. Make sure there is information...
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...How to Maximize Profits: How to Maximize Profits: Accounting Report: Mr. Alan Longer’s “Revive Marketing” Submission Date: May 6th, 2014 Submitted to: Mr. Alan Longer Owner of Revive Marketing Submitted to: Mr. Alan Longer Owner of Revive Marketing Submitted by: Diogo De Sousa Silvério 08735093 Chris Lam 08696055 Submitted by: Diogo De Sousa Silvério 08735093 Chris Lam 08696055 Executive Summary: The purpose of this report is to provide documented evidence for the business owner, Mr. Alan Longer of how his company Revive Marketing has performed during the month of April. Subsequent to the report, recommendations will be established in order for Revive Marketing to reach greater heights of success in the future. Furthermore, conclusions and discussions will also be examined to identify the company’s prosperity. Table of Contents 1.0 Introduction1 1.1 Purpose of the Report1 1.2 Issues to be discussed and their significance1 1.3 Limitations and assumptions..………………………………………………..1 2.0 Discussion1 2.1 General1 2.2 Income Statement2 2.3 Balance Sheet………………………………………………………………......……2 2.4 Future of the Business…..……………………………………………………….2 3.0 Conclusion…………………………………………………………………..……....2 4.0 Recommendations………….………………………………………………......2 5.0 Reference…………….……………………………………………………………...3 6.0 Data………………………………………………………………………………….4-6 1.0 Introduction ...
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...Business Report | An Analysis of Business Performance of Galactic Marketing Agency | | | | 5/8/2013 | Minti Spock, Galactic Marketing Agency | Executive summary This report provides the analysis and evaluation of the financial performance of Galactic Marketing Agency for October 2013. The information provided in this report will be based on the data presented in the two primary financial statements: * balance sheet * income statement The results of data presented show that Galactic Marketing Agency is operating at a satisfactory level. In particular, the profit generated by the business for the month is very favorable, as is the changes in owner’s equity. Recommendations have also been made to address the issues that have arisen. Table of contents Executive Summary……………………………………………………………………………………………………………….2 1.0 Introduction……………………………………………………………………………………………………………………..4 2.0 Financial Analysis...…………………………………………………………………………………………………………..4 3.0 Conclusion……………………………………………………………………………………………………………………….5 4.0 Recommendations…………………………………………………………………...………………………………………5 1.0 Introduction After analysing the October financial statements of Galactic marketing Agency, this report has been prepared for the business regarding the business performance analysis for October 2013. The aim of this report is to provide the owner of Galactic Marketing Agency an overview of the business performance for October in order to facilitate the decision...
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...BUSINESS ADMINISTRATION - HUMAN RESOURCES DIPLOMA PROGRAM (BHR) Starting before Fall 2014 Semester 1 Fall, Winter ICA001- 2 hours Intro. to Computers Semester 2 Semester 3 Winter, Summer Fall SMS 202 - 3 hours Microcomputer Business Applications II Also available in Part-time Studies SMS212 SSC100 - 2 hours College Success Strategies ACC 106 *- 3 hours Accounting I MSC 310 - 4 hours Decision Analysis I Also available in Part-time Studies MSC312 Semester 4 Semester 5 Winter Fall HRA 722 - 4 hours Personnel Research Techniques and HRIS BUS 401 - 3 hours Economics for Human Resources Equiv. HRM722 (Part-time Studies) HRA 734 *- 4 hours Intro. Management Accounting HRA 782 *- 4 hours Recruitment and Selection Techniques Equiv. HRM732 (Part-time Studies) Equiv. BUS400 in Full-time Studies HRA 831 *- 4 hours Equiv. HRM782 (Part-time Studies) Design and Administration of Compensation Plan Equiv. HRM831 (Part-time Studies) Also available (Part-time Studies) ACC120 or ACC106 equiv. available in Part-time Studies) CAP 501 - 1 hour HRA: Career Planning Equiv. CAP500 (Full-time Studies) HRA 822 *- 4 hours HR Planning & Development HRM822 (Part-time Studies) HRA 845 *- 4 hours Industrial Relations Equiv. HRM845 (Part-time HRA 701 *- 3 hours Intro. to Human Resources Management BUS106- 3 hours Introduction to Business (BAM101 Semester 6 Winter Equiv. HRM701...
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...c. Udo Wagner, Associate Professor Kevin E. Voss, Ph. D., Professor William E. Baker, Ph. D., and o. Univ. Prof. Bodo B. Schlegelmilch, Ph. D., D. Litt, for their excellent comments on the issue of positioning effectiveness measurement. Furthermore, I am indebted to Dr. Daniel Hoppe, ao. Univ. Prof. Dr. Elfriede Penz, and Professor Rajan Varadarajan, Ph. D., for valuable comments on the qualitative study conducted in Chapter 3. Moreover, I would like to thank Florian Mailänder and Mag. Fritz Alexander from Research International Ltd. for their agreement to collaborate on the scale development project (Chapter 5) and for their valuable input from the practitioners’ side. iii iv ABSTRACT Brand positioning is a core concept in marketing. Despite the importance of the concept, however, there is limited research in the field of positioning clarifying to what extent various brand positioning alternatives affect consumer perceptions and how positioning effectiveness can be best measured. The present dissertation consists of three complementary empirical studies aimed at shedding light on the latter issues. The first study explores the impact of distinct types of brand positioning strategies on consumer categorization...
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