...Capturing Marketing Insights and Forecasting Demand Learning Objectives 1. What are the components of a modern marketing information system? 2. How can companies collect marketing intelligence? 3. What constitutes good marketing research? 4. How can companies accurately measure and forecast market demand? 5. What are some influential developments in the macroenvironment? Modern Marketing Information System (MIS) A marketing information system (MIS) consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers. It relies on internal company records, marketing intelligence activities, and marketing research. The major responsibility for identifying market change relies on marketers but they have two advantages for the task: disciplined methods for collecting information and time spent interacting with customers and observing competitors and other outside groups. MIS relies on internal company records, marketing intelligence, activities and marketing research. Internal Records and database systems To spot important opportunities and potential problems, marketing managers rely on internal reports of orders, sales, prices, costs, inventory levels, receivables, and payables. * Order-to-payment cycle: heart of the internal records system. Sales representatives, dealers, and customers send orders to the firm. The sales department prepares...
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...Date of Evaluation | Marks | Criterion for Evaluation | 1. | 20th Nov’15 | 20 | Student’s initial research was complete & relevant. Student’s opportunity statement is of an appropriate scope. Student’s project plan is easy to understand & is of appropriate detail. Student’s project plan will allow them to successfully complete all tasks before the next training. | 2. | 11th Dec‘15 | 25 | Students collected relevant, insightful & inspirational information. Students are able to articulate insights from their research. Students used a variety of means for collecting information. Students used a variety of means for recording & communicating information Students have a broad & deep understanding of their project focus. | 3. | 24th Dec’15 | 20 | Students identified multiple themes from their insight collections. Students presented three opportunities. Students selected themes that are relevant to the original project scope. Selected themes are ripe / rich for innovation. | 4. | 4th Jan’16(Tentative) | 20 | Students defined 3 appropriate opportunity spaces. Students presented three opportunities. Students selected themes that are relevant to the original project scope. Selected themes are ripe / rich for innovation. | TOTAL 100Marks | 85 | Remaining 15 marks will be determined qualitatively...
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...Part 1: Defining Marketing and the Marketing Process (Chapters 1–2) Part 2: Understanding the Marketplace and Consumers (Chapters 3–6) Part 3: Designing a Customer-Driven Strategy and Mix (Chapters 7–17) Part 4: Extending Marketing (Chapters 18–20) 4 Marketing Information to Gain Managing Customer Insights Chapter Preview In this chapter, we continue our exploration of how marketers gain insights into consumers and the marketplace. We look at how companies develop and manage information about important marketplace elements: customers, competitors, products, and marketing programs. To succeed in today’s marketplace, companies must know how to turn mountains of marketing information into fresh customer insights that will help them deliver greater value to customers. Let’s start with a good story about marketing research and customer insights in action at P&G, one of the world’s largest and most re- spected marketing companies. P&G makes and markets a who’s who list of consumer megabrands, including the likes of Tide, Crest, Bounty, Charmin, Puffs, Pampers, Pringles, Gillette, Dawn, Ivory, Febreze, Swiffer, Olay, Cover Girl, Pantene, Scope, NyQuil, Duracell, and dozens more. The company’s stated purpose is to provide products that “improve the lives of the world’s consumers.” P&G’s brands really do create value for consumers by solving their problems. But to build meaningful relationships with customers, you first have to understand them and how...
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...The Theatre Experience By Edwin Wilson The Theatre Experience Description: The re-imagined twelfth edition of The Theatre Experience is students' ticket to the best seat in the house. From Broadway to makeshift theater spaces around the world, the author demonstrates the active and lively role they play as audience members by engaging them in the collaborative and creative processes behind and in front of the curtain. Wilson introduces students to the roles of the performers, directors, producers and designers, while emphasizing the insights they as audience members bring to any production. Recast as fifteen chapters, the twelfth edition better accommodates today's teaching schedules, as well as improves accessibility for students by concise insight and up-to-date vibrant production visuals. Students join the creative process with The Theatre Experience, and rehearse for their role as life-long audience members. How To Get Book For Free? download The Theatre Experience Full PDF version Read This First: We offer two ways that you can get this book for free, You can choose the way you like! You must provide us your shipping information after you complete the survey. All books will be shipped from Amazon US or Amazon UK depending on your region! Please share this free experience to your friends on your social network to prove that we really send free books! Tags:The Theatre Experience, The Theatre Experience By Edwin Wilson, The Theatre Experience PDF Download Full PDF Version...
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...insights from the visition to laperal RAPHEAL ALLEN M. JARIOL | EP 9 – fr. jimmy marquez | insights from the visition to laperal RAPHEAL ALLEN M. JARIOL | EP 9 – fr. jimmy marquez | Desire like the poor When we visited Laperal to pray for the families, I asked myself a question. I thought “What is the item I really want to have.” When I asked myself that I immediately thought of an Iphone 6s because it would be really nice if I get to own an expensive phone for the feeling high-class. I then thought about the poor and asked myself if what item they also really wanted. I realized that we should desire like the poor. When we gave the stampitas to the poor families in Laperal, they treat the stampitas like treasures, they put it in their hearts and sometimes kiss the stampita, and while I treat stampitas given to me like trash, everywhere you can find misplaced stampitas. I desire for a new and expensive phone while the poor desire for the Lord. Even if it is just a stampita of St. Joseph, they treasure it because the poor does not believe that an Iphone 6s can help them but only God can help them. All of us should desire like the poor. Not crying over worthless and really expensive things. Desire for God even if he is only a piece of paper with ink in it, desire for him because he will be the one to help you. Not seeing stampitas as mere pieces of papers but a passageway to praise the Lord. Dear Fr. Jimmy Marquez. Sorry for not passing my...
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...background information, evidence, or research. Share an insight from having read your colleagues' postings, synthesizing the information to provide new perspectives. Offer and support an alternative perspective using readings from the classroom or from your own research in the Walden Library. Validate an idea with your own experience and additional research. Make a suggestion based on additional evidence drawn from readings or after synthesizing multiple postings. Expand on your colleagues' postings by providing additional insights or contrasting perspectives based on readings and evidence. Ask a probing question, substantiated with additional background information, evidence, or research. Share an insight from having read your colleagues' postings, synthesizing the information to provide new perspectives. Offer and support an alternative perspective using readings from the classroom or from your own research in the Walden Library. Validate an idea with your own experience and additional research. Make a suggestion based on additional evidence drawn from readings or after synthesizing multiple postings. Expand on your colleagues' postings by providing additional insights or contrasting perspectives based on readings and evidence. Ask a probing question, substantiated with additional background information, evidence, or research. Share an insight from having read your colleagues' postings, synthesizing the information...
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...understand how difficult it is to operate a hotel in times like this. Making those decisions, what to cut, what to keep, is one of the hardest parts of your job. It's time to prioritize operational and marketing functions; you don't have to do everything, but you do have to do the right things. While prioritizing those functions, choose those which provide the best return-on-investment no matter what the cost. Shoot for the near-term and long-term results you will need to grow your business. Blindly cutting programs just because they may require a continuing investment is very short-sighted. The best way to convince yourself to continue spending in a recession is by understanding that hotel marketing requires a sustained effort and results are cumulative and tend to compound. When the economy turns around (and it will), your hotel will be in a much better position. The arguments for continuing to spend in a weak economy are tried and true and are based upon solid economic realities. Should your competition cut too much, while you decide to maintain your marketing spending, you'll have an excellent opportunity to gain market share. The Internet should produce at least 30%, or more, of your total business; yet we see too many hoteliers that are not totally engaged in this marketing tool. Opportunities to pick-up new business will present themselves; travelers don't disappear, they simply look for more value-based alternatives. Travelers will grow conservative, but they don't...
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...Discussion on the 5 promotional mix used by Honda The promotional mix used by Honda is divided into two categories which are traditional promotion medium and non-traditional medium. We have chosen the 5 latest promotional mix to be discussed including advertising, sales promotions (traditional promotion medium) and social media, sponsorship marketing as well as guerrilla marketing (non-traditional medium). Advertising is the most common tool used by company to promote their product. Advertising is the creation and delivery of messages to targeted audiences through the purchase of time or space in media owned by others. Honda advertises through newspapers, television and radio. These mediums of advertising are believed to be very effective and able to convince the viewer to buy their cars. The advertisement of Honda could be seen easily and reached to every class of people. The images used by Honda in the advertisement are always attractive and eye-catchy. It is very successful as consumers are usually influenced easily by virtual affect. They would be convinced by the advertisement, perceiving the car is as good as the advertisement description. Honda advertises frequently in newspapers, television and radio because repetitive advertising could attract customer’s attention easily. Indirectly, the consumers will be influenced and tend to believe the advertisement. As a result, they will opt for Honda cars. The second traditional promotion mix used by Honda is sales promotion...
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...promote their brand and most importantly how they can raise funds at the upcoming Springboard conference. Though the primary emphasis of Zipcar is on convenience and cost savings, the Zipcar concept is planned to be marketed as environmentally friendly. We feel this is an additional pain that Zipcar is trying to address that poses risks because, firstly, there are other two similar companies in US (Portland-based Car Sharing Inc. and Seattle- based Flexcar) that are already more focused towards the environment friendliness. Secondly, if Zipcar really wants to market their product as environmentally-friendly, then they probably should choose their launch car from a list of most environment friendly cars of 2000 such as Toyota Prius, Honda Insight or Honda Civic hybrid instead of launching Zipcar with Volkswagen Beetle to gain the trust of their customers on Zipcar brand. Thirdly, the case suggests that Zipcar is also targeted towards university students, who visit friends or go out of the city for few days. We feel going ahead with a 2-seater car (Volkswagen Beetle) is not as great idea as mostly students travel in groups and would need...
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...NGUFOR CHIAWAH HILARY-000636368 Coursework Header Sheet 177127-102 Course Coursework Tutor BUSI1460: Adv Prof Dev & Res Preliminary Project Form E Lobina Course School/Level Assessment Weight Submission Deadline BU/PG 20.00% 09/03/2011 Coursework is receipted on the understanding that it is the student's own work and that it has not, in whole or part, been presented elsewhere for assessment. Where material has been used from other sources it has been properly acknowledged in accordance with the University's Regulations regarding Cheating and Plagiarism. 000636368 Tutor's comments Ngufor Chiawah Hilary NGUFOR CHIAWAH HILARY-000636368 Grade Awarded___________ Moderation required: yes/no For Office Use Only__________ Tutor______________________ Final Grade_________ Date _______________ ANALYSING THE IMPACT OF THE INTRODUCTION OF HYBRID CARS ON THE AUTOMOBILE INDUSTRY IN THE UK Abstract Hybrid cars are an emerging aspect in contemporary automobile technology. Hybrid cars have existed for over one hundred years. However the benefits from such cars have not been acknowledged for all this time until in recent years. Generally speaking a hybrid car is one which uses two power engines to pull the vehicle. The introduction of hybrid cars has been hailed greatly, mostly by international organisations, governments, nongovernmental organisations (NGOs,) and individuals. Many car manufacturers are continuously getting involved with the production...
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...Consumer Behaviour Term Paper Consumer Behaviour Insights in Marketing of Religion Saksham Srivastava (PGP/16/224) IIM Kozhikode sakshams16@iimk.ac.in, saksham1926@gmail.com Abstract Religion has been a part of the human civilisation for thousands of years, if not millions. Right from cavemen to white collar jobs, human beings have always strived to have a reason for survival. We have looked for the meaning of life since the beginning. Such a search is always accompanied by a belief in something. Sportsmen believe in their workout regime and training sessions to enable them to excel in their respective sports. Young students believe in the hours they’ve spent studying, to enable them to excel in their examinations. The origins of religion, lie in the belief of God, which is said to help people live a life of virtue. Religion has come to be defined by two schools of thought in today’s time. One school of thought is the believers, the ones who are on ‘religion’s side’, and the others, atheists, who don’t follow any religion and do not believe in the existence of God. Rather than being a rigid classification, the above division is more of a spectrum. Various degrees of theism and atheism exist with the middle path lying somewhere between mono-theists and agnostics. The science versus religion debate has been one of the most followed ongoing debates of the last and the current century. The reasons for the emergence of such a debate have been various, like, the Dark...
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...Gas Prices – Final Paper BUS308: Statistics for Managers Professor Student Name Date As a manager of a delivery service, it is important to observe the changes in the cost of gas. This information is significant because it determines whether the price of our product increases or decreases for the year. I recorded the annual average mean of gas prices between the years of 1982 to 2011. To get the mean I used the formula (=average(numbers in cells)), I calculated the expected value by multiplying the slope by the year and subtracting the intercept amount, and the residual amount was calculated by subtracting the annual mean by the expected value. The United States saw a noticeable uptick in the price of gas from 1976-1983, thanks to the situation in Iran. Gas prices have always been in an up and down rollercoaster according to our data the average mean of gas in 1982 was 1.296. From 1982 to 1983 gas prices went down because of another crisis the United States was dealing with. From the years 1984-1992 this period of time includes the Gulf War and the recession that followed shortly after: In 1986 the gas price went as low as 0.927 this came as a result of reduced demand and overproduction, which resulted in the short-term loss of OPEC unity. In the years 1993 – 2000 the United States was in an Economic boom. The gas prices remained average during this period until the year 2000...
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...estionaire QUESTIONNAIRES | | Topic: “Hybrid Cars: What factors influence consumers buying behavior?” INTRODUCTION The purpose of conducting this questionnaire is to know the factors that will influence you as a consumer before buying a hybrid car. The answers that collected will be used for the findings and analysis of this dissertation. Names will not be reviewed and will be written as anonymous. There are total of SEVENTEEN (17) questions. And each of the questions will be taken less than five minutes in order for you to answer. This questionnaire is designed using MULTIPLE CHOICES in order for you to fill up easily. BACKGROUND INFORMATION 1) Please select your age group? o 21-25 years old o 26-30 years old o 31-35 years old o 36-40 years old o 40 years old and above *This question is designed in such way as this research is suitable for the age group of 21 and above. They are categorized as adult whom they have reached the age of legal majority to voice out their own opinion as well as to make judgments. 2) Please select your gender o Male o Female 3) What is your occupation? o Student o Freelancers or salesman o Managers o Office workers o Others, please specify __________ 4) How much is your monthly income? o Lesser than £1000 o £1000-£2500 ...
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...SAE TECHNICAL PAPER SERIES 2003-01-2307 A Comparative Study of the Production Applications of Hybrid Electric Powertrains Harry L. Husted Delphi Corporation Reprinted From: Hybrid Vehicle and Energy Storage Technologies (SP-1789) Future Transportation Technology Conference Costa Mesa, California June 23-25, 2003 400 Commonwealth Drive, Warrendale, PA 15096-0001 U.S.A. Tel: (724) 776-4841 Fax: (724) 776-5760 Web: www.sae.org All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of SAE. For permission and licensing requests contact: SAE Permissions 400 Commonwealth Drive Warrendale, PA 15096-0001-USA Email: permissions@sae.org Fax: 724-772-4891 Tel: 724-772-4028 For multiple print copies contact: SAE Customer Service Tel: 877-606-7323 (inside USA and Canada) Tel: 724-776-4970 (outside USA) Fax: 724-776-1615 Email: CustomerService@sae.org ISSN 0148-7191 Copyright © 2003 SAE International Positions and opinions advanced in this paper are those of the author(s) and not necessarily those of SAE. The author is solely responsible for the content of the paper. A process is available by which discussions will be printed with the paper if it is published in SAE Transactions. Persons wishing to submit papers to be considered for presentation or publication by SAE should send the manuscript...
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...Marketing Management 14 PHILIP KOTLER Northwestern University KEVIN LANE KELLER Dartmouth College Prentice Hall Boston Columbus Indianapolis New York San Francisco Upper Saddle River Amsterdam Cape Town Dubai London Madrid Milan Munich Paris Montreal Toronto Delhi Mexico City Sao Paulo Sydney Hong Kong Seoul Singapore Taipei Tokyo Editorial Director: Sally Yagan Editor in Chief: Eric Svendsen Executive Editor: Melissa Sabella Development Editor: Elisa Adams Director of Editorial Services: Ashley Santora Editorial Project Manager: Kierra Bloom Editorial Assistant: Elizabeth Scarpa Director of Marketing: Patrice Lumuba Jones Senior Marketing Manager: Anne Fahlgren Senior Managing Editor: Judy Leale Production Project Manager: Ann Pulido Senior Operations Supervisor: Arnold Vila Creative Director: John Christiano Senior Art Director: Blair Brown Text and Cover Designer: Blair Brown Lead Media Project Manager: Lisa Rinaldi Editorial Media Project Manager: Denise Vaughn Full-Service Project Management: Sharon Anderson/BookMasters, Inc. Composition: Integra Printer/Binder: Courier/Kendallville Cover Printer: Lehigh-Phoenix Color/Hagerstown Text Font: 9.5/11.5, Minion Credits and acknowledgments borrowed from other sources and reproduced, with permission, in this textbook appear on appropriate page within text. Copyright © 2012, 2009, 2006, 2003, 2000 Pearson Education, Inc., publishing as Prentice Hall, One Lake Street, Upper Saddle River, New Jersey 07458. All...
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