...10/10/13 Marketing mix: Kotler on marketing - MaRS Discovery District Search AAA Resources by topic Workbooks Entrepreneurship 101 Funding Portal Search Tool Workshops 2688 3 Google + 1 1 0 Marketing mix: Kotler on marketing Marketing mix describes the set of tools that management can use to influence sales. The traditional formulation is called the 4Ps— product, price, place, and promotion. From the very beginning questions were raised about the 4P formulation of the marketing mix. Perfume companies wanted packaging to be added as a fifth P. 4P guardians said that packaging is already in the scheme, under product. Sales managers asked whether the sales force was left out because it began with an S. No, said the guardians, sales force is a promotion tool, along with advertising, sales promotion, public relations, and direct marketing. Service managers asked where services were in the marketing mix, or whether they, too, were excluded because the first letter was S. Here the guardians said services are part of the product. As services grew more important, service marketers suggested adding three Ps to the original 4Ps, namely personnel, procedures, and physical evidence. Thus a restaurant’s performance will depend on its staff, the process by which it serves food (buffet, fast food, tablecloths, etc.), and its physical looks and features as a restaurant. Others suggested adding personalization to the marketing mix. The marketer has to decide how personalized to make...
Words: 1270 - Pages: 6
...Calvin Thompson Dr. Frias Paul Phillips 930-1050 Jason O’Neal Team 4 Land Rover North America Land Rover President and CEO Charles Hughes was facing a daunting business challenge in 1994: How does He make North America the number 1 Land Rover market worldwide? In this case study we will examine how he decided on positioning and marketing The Discovery and Land Rover in North America to create a buzz about its fascinating new vehicle. The history of Land Rover is extensive and very precise, Land Rover was initially started as a bicycling company in 1860, but it wasn't until 1947 that the first concept 4WD utility vehicle was born. Initially competing with Jeep, but it was advertised as a more utilitarian versatile vehicle. It was sold to military customers and even within 5 years of its launch, 80% of Land Rovers were going to third world countries were the vehicles functionality could be greatly appreciated. In 1970 the Range Rover was introduced and sort of set the status quo for what was considered tasteful and sophisticated, a symbol for the affluent population. There was a growing concern as worldwide sales from 1983 to 1985 were plummeting due to what was called the "Japanese Invasion", there SUV's were crumbling and putting a cap on Land Rover sales in their core markets, this combined with the oil crisis, parts supplies being restricted, and repair services not being up to par in foreign markets left Land Rover in a tight spot...
Words: 2474 - Pages: 10
...Kurrawa Underwater Discovery Centre Author: Alicia Gill Student Number: 0079400T Subject: TOU 201 Tourist Experiences Lecturer: Allison Knight Date: 25/08/2014 Kurrawa Underwater Discovery Centre Author: Alicia Gill Student Number: 0079400T Subject: TOU 201 Tourist Experiences Lecturer: Allison Knight Date: 25/08/2014 Table of contents 1. Introduction 2 2. The Business Idea 2 3. Target Markets 3 3.1. Market Needs 3 4. Classification of Business 3 5. The Experience 4 6. Experiences 5 6.1. Educational Zone 5 6.2. Marine Educational Lecture Theatre 5 6.3. Poisonous Creatures 5 6.4. Touch Rock Pool 5 6.6. Open Water Viewing Tunnel 5 6.7. Kelp Forest 5 6.8. Sea Jellies 5 6.9. The Great Barrier Reef Exhibit 6 6.10. Our Fragile Waters 6 7. The Risks 6 8. Risk Mitigation 7 9. Aquarium Design 7 10. Future Trends 8 10.1. Social 8 10.2. Environmental 8 10.3. Political 8 11. Conclusion 8 table of figures Figure 1 Kurrawa Underwater Discovery Centre Design 10 1. Introduction This report is based on designing a tourism product, finding a market, explaining the experience and the risks involved. The report also contains concepts...
Words: 3052 - Pages: 13
...In 2000, it entered into a revenue sharing agreement with Vijay TV13 to provide two hours of Discovery programs in Tamil. Under the agreement, both channels shared the revenues earned through sale of advertisement slots during the broadcast of Discovery programs. In December 2000, Karnik announced his resignation and Deepak Shourie (Shourie) took over as MD of Discovery India. By 2001, Discovery realized that Indian viewers' perception of the channel had not yet changed - they still perceived it as a niche channel airing programs on wildlife and nature. |Changing Perception | | |After Shourie took over as MD, he commissioned a market research to find | | |out how Indian viewers perceived Discovery. The research highlighted the | | |following points: | | | | | |• Discovery channel viewers consisted of mostly urban males between 25 - | | |54 years. | | |• Around 60% of its viewership was from the...
Words: 1931 - Pages: 8
...Data Mining: Introduction Lecture Notes for Chapter 1 Introduction to Data Mining by Tan, Steinbach, Kumar © Tan,Steinbach, Kumar Introduction to Data Mining 4/18/2004 1 Why Mine Data? Commercial Viewpoint Lots of data is being collected and warehoused – Web data, e-commerce – purchases at department/ grocery stores – Bank/Credit Card transactions Computers have become cheaper and more powerful Competitive Pressure is Strong – Provide better, customized services for an edge (e.g. in Customer Relationship Management) © Tan,Steinbach, Kumar Introduction to Data Mining 4/18/2004 2 Why Mine Data? Scientific Viewpoint Data collected and stored at enormous speeds (GB/hour) – remote sensors on a satellite – telescopes scanning the skies – microarrays generating gene expression data – scientific simulations generating terabytes of data Traditional techniques infeasible for raw data Data mining may help scientists – in classifying and segmenting data – in Hypothesis Formation Mining Large Data Sets - Motivation There is often information “hidden” in the data that is not readily evident Human analysts may take weeks to discover useful information Much of the data is never analyzed at all 4,000,000 3,500,000 3,000,000 2,500,000 2,000,000 1,500,000 1,000,000 500,000 0 1995 1996 1997 The Data Gap Total new disk (TB) since 1995 Number of analysts 1998 1999 4 © Tan,Steinbach, KumarKamath, V. Kumar, “Data Mining for Mining and Engineering Applications”...
Words: 2236 - Pages: 9
...1. In my point of view, I think that Biolife’s startup mainly illustrates the Type C startup idea. The reason why I think it illustrates the type C idea is because there already is a First Aid market existing in our environment; however Biolife is a new improvement to the existing market. Type C ideas are usually known for their special features and improved characteristics in existing products. This could be based on Biolife, since Biolife’s main and improved feature is the stopping of bleeding within seconds. 2. In Biolife’s case, I think that the QR idea came from both Accidental discoveries and Deliberate Search, according to the story conceded by Goodman. In the case of Accidental discovery, then the story of Paterson pricking his finger accidentally abides with this one. The reason so, is because he was experimenting on the two ingredients of Resin and Salt, and decided to try out the effect of the combination on his cut, hence realized his invention. However in the case of the deliberate search, then this abides to the story of him slicing his finger deliberately. In this case, he sliced his finger in order to try out the combination on his accident and check it if had an effect on his cut, in which it did. 3. In my opinion, I think that the founders (Paterson and Thompson) followed more of an inside-out approach to identify this business opportunity. In regards to their resources, then we can relate this to QR since they had both their tangible and intangible resources...
Words: 493 - Pages: 2
... 5 1.3 Business Challenges 6 Chapter Two 2.1 Knowledge and Knowledge Management 8 2.1.1 Knowledge 8 2.1.2 Knowledge management 9 2.1.3 Knowledge Management Process 9 2.1.4 Knowledge Discovery from Database 10 2.2 Data Mining 12 2.2.1 Data Mining Tasks in Knowledge Management 12 2.2.2 Data Mining and Knowledge Management in Business 14 Chapter Three 17 3.1 Implementation Challenges of KM in Business 17 3.2 Limitations of Data Mining Applications 18 3.3 Conclusion 18 References 19 List of Figures Figure No. Description Page No. Figure 1 Forms of Knowledge Organisation 8 Figure 2 Integration of KM Technologies with KM Process Cycle 10 Figure 3 DM and KDD Process 11 Figure 4 Intersection of DM and KM 14 Abstract In recent years, there have been a lot of approaches employed by organisation to satisfy their customers and gain competitive advantage, continuous development of information system applications is also changing the ways in which businesses are conducted. From scanning barcodes at point of sale (PoS) to shopping on the web, businesses are generating large volume of data about products...
Words: 5606 - Pages: 23
...Advancements in technology have made relationship marketing a reality in recent years. Technologies such as data warehousing, data mining, and campaign management software have made customer relationship management a new area where firms can gain a competitive advantage. Particularly through data mining—the extraction of hidden predictive information from large databases—organizations can identify valuable customers, predict future behaviors, and enable firms to make proactive, knowledge-driven decisions. The automated, future-ori- ented analyses made possible by data mining move beyond the analyses of past events typically provided by history-oriented tools such as decision support systems. Data mining tools answer business questions that in the past were too time-consuming to pursue. Yet, it is the answers to these questions make customer relationship management possible. Various techniques exist among data mining software, each with their own advantages and challenges for different types of applications. A particular dichotomy exists between neural networks and chi-square automated interaction detection (CHAID). While differing approaches abound in the realm of data mining, the use of some type of data mining is necessary to accomplish the goals of today’s customer relationship management philosophy. 2002 Elsevier Science Ltd. All rights reserved. Keywords: Customer relationship management (CRM); Relationship marketing; Data mining; Neural net- works; Chi-square automated...
Words: 8031 - Pages: 33
...companies intend to introduce data mining techniques. One report from the United States treats data mining as one of the ten favorable fields in the 21st century, of which by means shows its importance. Generally speaking, data mining are often applied in those fields, such as insurance and finance industries, retailing and direct marketing industries, communication industry, manufacturing industry and Medical service industry, etc. The data related to management decision making has been accumulating surprisingly quickly because of the improvement in high technology. As the byproduct of internet, e-commerce, e-banking, pos system, barcode scanner and intelligent robot, the acquirement of electronic data has already become cheap and existing everywhere. These data are normally stored in data warehouse and data marts to provide assistance for management decision-making. Data mining is a fast growing field, its main target is to develop some techniques to assist the managers in intelligent analyzing and utilizing mass data. Data mining was already being reported in successfully utilized in the aspects of credit rating, fraud detection, database marketing, customer relationship management and stock investment, etc. The data mining will hopefully be widely applied in the fields of recruiting and proper optimizing the potential of employees in the business. Not only HRM it concerns, but the reasonable controlling of data will finally create the wisdom of business, which is the supreme...
Words: 3916 - Pages: 16
...place to that of the ever-changing economy. Influence of Economic Trends The global pharmaceutical market is likely to undergo a wide variety of changes with new competition arising in India, China, Malaysia, South Korea, and Indonesia. This new competition has a growing economy and has made a difference between the product cost and disposable income of consumers. According to NASDAQ (2011),“ Global pharmaceutical market sales are expected to grow at a 4-7% through the year 2013 largely being driven by the growing access to health care in emerging economic regions” (para. 2-5). Short-term growth within this area is stimulated by the United States market, as it continues to be the largest pharmaceutical market in the world. A focal point on research and development in special drugs and generic drugs will remain a strong means to meet 2011 goals of earning $315 billion dollar in sales within the United States. Strategies Merck & Co., Inc. has outlined its long-term strategic goals in how the company devises to develop and market medicines and vaccines worldwide. Merck plans to enhance the value of its medicines and vaccines through...
Words: 1954 - Pages: 8
...Ivan Gullien is the marketing manager for General Mills Canada Corporation and has been with the company for more than four years. He is in charged of marketing and promotions for the refrigerated baked goods (RBG) category and has been working hard with his team to build the Pillsbury brand. To build the brand, Gullien had many challenges to market and advertise their products to increase sales. One of the challenges Gullien and his team had to face was adapting advertisements from the United States media to Canadian-specific markets. Television marketing was the main consumer support vehicle for the RGB market, and to increase the growth of their sales without using a large budget, the team had to adapt the U.S. ads for Canadian market for the fraction of the cost. Gullien had to recognize that there was three options to improve refrigerated baked goods performance: increase frequency of purchase, increase household penetration, or do a combination of both. To do these he needed to have a better understanding of the consumers. Because most of the advertising was adapted from the United States market, he specifically wanted to conduct market research to understand what differences existed in the Canadian market and to find any points of difference to improve sales performance and gain consumer insights. Consumer insights aim to help brand teams gain better understanding of the preferences, attitude and behaviors of their consumers. To gain these insights, the team...
Words: 693 - Pages: 3
...Pentium Flaw The Intel Pentium FDIV Bug was huge news in 1994. It was a circuit-design manufacturing error that was corrected in the next production of the chip, but the media coverage created a lot of heartache for Intel. Discovery of the bug is credited to a mathematics professor named Thomas Nicely at Lynchburg College in Virginia, who wrote an e-mail to friends and colleagues about his discovery. Before the 1991 introduction of the consumer-centric “Intel Inside” marketing strategy to create emotional buy-in and stimulate brand loyalty, any issues Intel encountered were experienced only with computer manufacturers; any issues were essentially reported and corrected with no knowledge to the buying public. Intel quality control was aware of the design-flaw in June 1994. Management decided it wouldn’t affect enough people to matter, and chose not to release the information outside the company. That was also the month Professor Nicely discovered it by noticing a variance in his equations. After doing his own testing on multiple machines and incurring the same error, he contacted Intel tech support that October, with no resolution. He shared his findings in an e-mail with people he knew, one of whom forwarded it to Andrew Schulman, author of Unauthorized Windows 95. That was the unintended contact who forwarded the e-mail to his own contacts. By November 1994, the e-mail had been reviewed, and flawed results duplicated by Phar Lap Software in Cambridge, MA, Microsoft...
Words: 716 - Pages: 3
...of sites. This logistical challenge leaves many enterprises floundering when it comes to social media. Though you see the potential, the practical implementation seems unattainable. Harnessing this market sentiment can create a much greater breadth and depth of social intelligence. Your organization can develop more targeted solutions and products, differentiate from the competition, shift from reactively tactical to proactively strategic management of your brand, get inside the minds of customers and intimately speak the language they understand, and provide engaging service and support. All it takes is a realistic way to mine and sort the data. As part of our actionable customer intelligence, this function helps you improve product marketing and product support. It can also position you to significantly enhance the customer experience as you listen in on candid conversations about your products and services. Enabling sentiment analysis HP Live Customer Intelligence enables organizations to systematically gather market intelligence with unprecedented scope, accuracy, and transparency. Through advanced sentiment analysis capabilities, we translate an overwhelming volume of data into market understanding and help you create market-driven products and services that reflect the voice of the customer. Managing social intelligence Leverage social intelligence HP Live Customer Intelligence is a sophisticated social intelligence engine that makes it easier to use the power of...
Words: 1524 - Pages: 7
...Instructor’s Manual CASE TEACHING NOTES The Global Pharmaceutical Industry Sarah Holland (Manchester Business School) and Bernardo Bátiz-Lazo (London South Bank University) 1. Introduction The case describes how the prescription pharmaceutical industry has changed since its modern beginnings in the early 1950s. The various forces affecting the competitive environment of the industry are discussed in terms of origins, immediate past and immediate future (2004 onwards). As a result, the note provides insights into the evolution of barriers to enter and exit the industry for prescription pharmaceuticals, while aiming to help students to recognise how to set boundaries for an industry. This is a detailed industry note on the “ethical” pharmaceutical industry which provides an opportunity to analyse key success factors of major players. The note centres on a descriptive overview of the predominant issues in the three major Triad market areas: the US, Europe and Japan (although major issues in emerging markets are also mentioned). The note covers the overall industry environment with in-depth discussion of the driving forces in the industry such as globalisation (in particular global regulatory issues, changing world demographics and worldwide pricing disparities); development of new technology; the importance of time to market; and amalgamations. The case also examines issues around corporate social responsibility. 2. Position of the Case The pharmaceutical industry...
Words: 8602 - Pages: 35
...macro-environment surrounding the pharmaceutical industry. PESTEL analysis of the macro-environment surrounding the pharmaceutical industry: As a reminder: Macro-environment: PESTEL Industry (or sector): 5 forces of Porter + Life cycle THE PESTEL MODEL: 1. Political 2. Social 3. Environmental 4. Economic 5. Techonological 6. Legal SOCIAL FACTORS Ageing population: need more drugs Better informed customers: Firms should give more information, because when you’re sick the first thing you think of doing is looking up on the internet. Firms have to work on their communication Social responsibility: related to medications that are meant to cure people. How much money should be made from drugs that are saving lives? At which point should firms renounce to their huge benefits? Importance of emerging markets: some regions in Asia More: New industries for new diseases, geographical differences (some countries don’t have money to spend on drugs) ECONOMIC FACTORS Globalisation: market is going global concerning drugs and pharmaceutical products Wave of M&A: correlated factor with globalisation Different required capabilities of each category of drugs: ethical drugs, OTC, generics, biotech, vaccines Conterfeit medicines: possible to buy it online TECHNOLOGICAL FACTORS: Uncertainty and complexity of the R&D process (Creating new pharmaceuticals. It takes 10-15 years on average for an experimental drug to travel from the lab to...
Words: 925 - Pages: 4
