...Chapter 16 Today’s Promotional Techniques Chapter Contents Brief Chapter Outline 16.3 Other Teaching Resources 16.4 What’s New in this Edition 16.7 Lecture Outline and Lecture Notes 16.8 PowerPoint Slide Show 16.46 Transparency Acetate Notes 16.50 Casing the Web 16.54 Developing a Promotional Strategy for Biltmore Estate Answers to Video Case Questions 16.57 The Art Of Motoring – Mini Usa Lecture Links 16.58 Lecture Link 16-1: Subliminal Advertising 16.58 Lecture Link 16-2: Autowrap Mobile Advertising 16.58 Lecture Link 16-3: Dealing with Changes in Personal Selling 16.59 Lecture Link 16-4: Sampling Works Wonders 16.59 Lecture Link 16-5: Viral Marketing Used to Promote Yu-Gi-Oh! 16.60 Critical Thinking Exercises 16.61 Critical Thinking Exercise 16-1: Identifying Product Placement 16.61 Critical Thinking Exercise 16-2: Advertising Appeals 16.62 Supplemental Cases 16.64 Supplemental Case 16-1: Waking Up the Coffee Industry 16.64 Supplemental Case 16-2: The New Breed of Salesperson 16.67 Brief Chapter Outline CHAPTER 16 Today’s Promotional Techniques GETTING TO KNOW DAN WIEDEN OF WIEDEN AND KENNEDY I. PROMOTION AND THE PROMOTION MIX. II. ADVERTISING: PERSUASIVE COMMUNICATION. A. The Growing Use of Infomercials. B. Advertising and Promotion on the Internet. C. Global Advertising. III. PERSONAL SELLING: PROVIDING PERSONAL ATTENTION. ...
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...Chapter 8 PRODUCTS, SERVICES, AND BRANDS: BUILDING CUSTOMER VALUE MARKETING STARTER: CHAPTER 8 Nike: Building Deep-Down Brand-Customer Relationships Synopsis Marketing is all about creating brands that connect with customers, and few marketers have done that as well as Nike. During the past several decades, Nike has built the Nike swoosh into one of the world’s best-known brand symbols. During the 1980s, Nike revolutionized sports marketing. It powered its way through the early 1990s, aggressively adding products in a dozen new sports, including baseball, golf, skateboarding, wall climbing, bicycling, and hiking. In the late 1990s, however, Nike stumbled and its sales slipped. Nike needed to rekindle the brand’s meaning to consumers. To turn things around, Nike returned to its roots: new-product innovation and a focus on customer relationships. This time, Nike shifted toward cutting-edge digital and social marketing tools to interact with customers to build brand experiences and community. Nike is now building communities of customers who talk not just with the company about the brand, but with each other as well. Thanks to efforts like Nike+, along with a host of other new digital and social media approaches, Nike has built a new kinship and sense of community with and between the brand and its customers. The company’s outstanding success results from much more than just making and selling good sports gear. It’s based on a deep-down connection between the iconic Nike brand...
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...08/25/14 Digital Marketing MKT 3508 Dr. Susan Mudambi Office Hours (and by appointment) Tuesday and Thursday, 10 – 11 am, 524 Alter Hall, Main Campus Tel: (215) 204-3561; Email: susan.mudambi@temple.edu Home Page: http://astro.temple.edu/~smudambi/ Course Description Digital technologies have become an integral component of daily life for many firms and consumers. Although digital marketing is an important part of business strategy, the dynamic nature of technology and consumer culture raises many strategic and social challenges. This course examines the theories and concepts underlying the use of information and communication technology by firms and consumers, and challenges students to critique and utilize digital tools and social media, including Twitter, Facebook, online reviews, blogs, paid search, digital advertising, and online promotions. The identification of critical success factors and best practices are central to the course, as are quantitative methods for analyzing marketing effectiveness. The course examines the theory and realities of digital marketing in both business-to-consumer (B2C) and business-to-business (B2B) markets. Course Prerequisite: Marketing Management (MKT 2101) Required Readings: Ivey business cases include: Jill’s Table; Mission Impossible; and Tesco’s Virtual Store. Other readings available free through Blackboard. Students are expected to budget $40 - $60 for cases, Google AdWords, color printing, and other course-related...
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...St. Mary’s School (ICSE) Mumbai - 10 Commercial Application Project – ICSE 2015 Project 1 Prepare a PPT of the topic given to you as per the table given below. PPT Must be Submitted on PEN Drive by June 15, 2014 Guideline for PPT Preparation: 1) While covering the topic, text book syllabus should be covered (copy-past method not allowed) 2) PPT MUST contain at least 25% information other than text book matter 3) PPT should be of minimum of 25 slides 4) Wherever possible relevant pictures should be included 5) At least two videos (5-10 min duration) related to the topic must be included at the end of the PPT. 6) Reasonable amount of color combination and animation will be appreciated. Project 2 Project Must be submitted by July 31, 2015 You are required to select two branded products out of which one must be Indian and the other International. Study both the products and analyze their: Marketing strategy, Distribution channel, Advertising techniques, Publicity method, Sales Promotion techniques and current competitors (at least two) with pricing strategies. If you are made Sales Promotion In charge of the product selected by you then what innovative technique you would like to introduce to increase the sale volume and why? Guideline for the project: 1) Project MUST be done on A4 size paper only. 2) Project must be simple spiral bind. 3) Where ever possible relevant pictures should be used. 4) Picture MUST have relevant caption...
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...international markets. - Develop skills to analyse and evaluate non-domestic markets to enable firms to compete effectively in world markets. - Learn how firms can develop their international business in order to exploit opportunities. - Examine implementation issues of international product management, marketing communications, distribution, logistics and pricing. COURSE ASSESMENT Students are expected to read the materials and prepare classes based on the materials provided during or before the classes. Students’ presentations and group assignments in class will be graded. You will have three group assignments and an individual exam. Students will be assigned to a team and will do a research project for a fictuous or real company. The individual assignment will be an exam were theory and insight will be examined. COURSE PREREQUISITES Understanding the principles of marketing is a prerequisite. Reading the required chapters and case studies related to international marketing is another prerequisite. COURSE GRADING Group assignment int business plan (report only) 20% Group assignment Eye on “country X” (ppt only) 10% Group assignment Food-culture project (ppt only) 10% Individual exam 60% The minimum score to pass is 5.5. COURSE MATERIAL (recommended) Global Business Today – Charles W.L. Hill - McGrawHill SESSION OUTLINE |SESSION |Title |Dates |Eye on |Preparation ...
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...446 Marketing in a Global Economy By Elizabeth Fletcher Evangel University Degree Completion Program Cohort 34B May 8, 15, 22, 29 & June 5, 2008 Associate Professor Elizabeth Fletcher EMAIL: fletchere@evangel.edu Office Phone: 865-2815 ext. 8112 Business Department Chair (Suite AB107) "Marketing requires separate work, and a distinct set of activities. But, it is a central dimension of the entire business. It is the whole business seen from the point of its final result, that is, from the customer's point of view. Concern and responsibility for marketing must permeate all areas of the enterprise." Peter Drucker, Management Course Description This course provides the student an opportunity to understand the decision-oriented realm of marketing in modern profit and not-for-profit organizations. Through a broad introduction to marketing concepts, the student will gain an understanding of the roles and operations of the free enterprise, competitive market system in the American and world economies. Through exposure to the "language" common to marketing managers, the student's development of relationships with business entities, governments, and associations will be enhanced. Course Objectives The student is provided the opportunity to understand the fundamentals of marketing for applications in modern organizations. By the end of the course the student will be a more intelligent consumer and citizen. The student should develop an appreciation of marketing application...
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...Group Project Presentation – Scope of Work The Group Project, the Global Marketing Plan, is to provide students with the opportunity to develop marketing plans, which can reflect students’ deep understanding of a foreign country. The plans should also encompass any necessary decisions of Global marketing. Each group has to select a foreign country as the host market for a product / company. You are required to document the selected country’s culture which may be relevant to the product you select. Then, you will need to develop a marketing plan for its introduction or expansion in the host country. You will have to write the plan as a proposal by a Global Marketing Consultant to solicit a business. There is no definite outline and / or framework for the presentation, the essence will be ← Creativity of your idea(s) ← Focus of your plan(s) ← Differentiation of your strategy(ies) ← Attention-arresting presentation If deemed necessary, you can refer to the suggested scope of work for case presentation as follows: Each group should make use of the business theories, models and strategies learned so far (e.g. i. Hofstede Cultural Dimensions, ii. SRC, iii. different types of centrisms, iv. Porter’s 5 forces, v. SWOT analysis, vi. PEST(LE) analysis, vii. the notions of “serendipity”, “ubiquitous” & “synergy”, viii. different modes of entry ix. growth matrix, x. consolidation matrix &...
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...http://upcommons.upc.edu/pfc/bitstream/2099.1/9456/1/67045.pdf IS points Communication uInformation Technology Keeps It Boiling Information and communications technology is at the heart of Zara's business. Four critical information-related areas that give Zara its speed include: Collecting information on consumer needs: trend into information flows daily, and is fed into a database at head office. Designers check the database for these dispatches as well as daily sales numbers, using the information to create new lines and modify existing ones thus, designers have access to real-time information when deciding with the commercial team on the fabric, cut, and price points of a new garment. 58 Standardization of product information different or incomplete specifications and varying product information availability typically add several weeks to a typical retailer's product design and approval process, but Zara “warehouses” the product information with common definitions, allowing it to quickly and accurately prepare designs, with clear cut manufacturing instructions. Product information and inventory management being able to manage thousands of fabric and trim specifications, design specifications as well as their physical inventory, gives Zara's team the capability to design a garment with available stocks, rather than having to order and wait for the material to come in. Distribution management: its State-of-the-art distribution facility functions...
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...------------------------------------------------------------------------------------- Date of Birth: (DD/MM/YYYY):------------------------------------------------------------------------------ Name and address of the institution: ----------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------ (This is the template for submission. You may adjust the spacing for your answers) 1) Your business idea: (Describe the Main Product or Service ) 2) Name of your Business, its Logo and Tagline 3) Are there similar products or services in the market? 4) What is your competitive advantage & your USP (Unique Selling Proposition) 5) Your Marketing Plan: a) How did you conduct your market research (Talk about your competitor, demand for your product/service- is it there or you think you can create it? Your customer profile, demographics, purchasing power etc) b) Your target customers and how will you reach them? c) Your advertising and promotion ideas d) Packaging (if applicable) e) Distribution (How do you intend reaching your customers?) f) What does quality mean for your product or service? 6) What are the likely risk factors in your business and how do you plan to mitigate them? 7) What is your Unit of Sale and the cost of a unit of your product or unit service? Please also show the computation or explain the logic. ...
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...Annual Marketing Budget YEAR COST CENTER # JAN FEB MAR Q1 APR MAY JUN Q2 JUL AUG SEP Q3 OCT NOV DEC Q4 FY Misc - Department Specific (mktg) $- $- $- $- $- $- $- $- $- $- $- $- $- $- $- $- $- MARKET RESEARCH & MEMBERSHIPS Analyst Fees $- Analyst Group Membership #1 $- Analyst Group Membership #2 $- Industry Organization Fees $- Industry Org #1 $- Industry Org #2 $- MARKETING COMMUNICATIONS Corporate Brand Development $- Messaging / Brand Framework $- Corporate Identity Standards $- Corporate Templates $- Corporate PPT / sales presentations $- Marketing Agency $- Management Fees $- Special Projects $- Public Relations $- Agency Fees (or Consulting Retainer) $- Wire Services $- Clipping Services (if not included in above) $- Analyst Tour $- Article reprints/usage rights $- PR campaign support...
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...strategies the owners of small and medium scale industries use to increase the revenue and build and maintain relationships with consumers. The paper refers to the lessons learned from the Class lectures, guest lectures and the case studies. Reflection paper International Marketing | Professor Steven Hurley Reflection paper International Marketing | Professor Steven Hurley In the media driven world of today, small businesses have to understand Facebook, Twitter, and the strategies to use social media position their business for the right market segment. However, many small and medium businesses do not have a strategy for marketing using social media. Hence the question that came to my mind was “How does the small and medium businesses use social media to position themselves to maximize revenues?” Figure 1 Figure 1 Source: Int'l Mktg_1_Overview_2015-110314.ppt presented by Prof. Hurley Source: Int'l Mktg_1_Overview_2015-110314.ppt presented by Prof. Hurley The purpose of this reflection paper is to understand the use of social media by the owners of a small business or medium scale business owners to grow their business and to engage consumers. This paper reveals the different social media marketing strategies the owner uses to build and maintain relationships with consumers. It also includes the lessons learned from the various learning platforms we had in class like the class...
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...MANAGEMENT AND MARKETING MM 4711 BUSINESS TO BUSINESS MARKETING 2013/14 TERM 2 Morning Class LECTURER/TUTOR Lecturer:Dr. Thomas LEUNG- Associate Professor Office:M821 Li Ka Shing Building (The Main Building) Tel no:(852) 2766 7106 Email: thomas.leung@polyu.edu.hk UNIT AIM This unit is to provide students with an understanding of the operations in the business to business market. All discussions will be evolved around the interactions between a product/service provider (seller) and a product/service receiver (buyer). Management (internal dynamics) and marketing (Sales/Costs/Profits etc) problems within the business market will be systematically synthesised, analysed, and managed. LEARNING OUTCOMES Upon completion of this unit, students should be able to have: 1. An understanding of the scope of business market especially the differences between Consumer and Business to Business Market; 2. An appreciation of management, marketing, costs etc problems emerges in an organizational context; 3. An ability to solve problems arise in a business environment;& 4. A concept in business planning of marketing activities in a business marketing environment. EVALUATION 1 small case presentation (no written report)10.0% 1 bigger case presentation and written report 15.0% 1 group project with individual component25.0% 1 final Examination50.0% 100% LEARNING APPROACH 1. The lecturer will present the individual business marketing concept to...
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...found in the LibGuide on Blackboard for this course. Read each of the following articles. * The Evolution and future of logistics and supply chain management - Ballou, Ronald. European Business Review19. 4 (2007): 332-348 DOI 10.1108/09555340710760152 * Logistics and supply chain management applications within a global context: An overview - Schoenherr, Tobias Journal of Business Logistics30. 2 (2009): 1-VII * Strategic supply chain management: Improving performance through a culture of competitiveness and knowledge development - Hult, G. Tomas M.; Ketchen, David J.; Arrfelt, Mathias Strategic Management Journal, Oct2007, Vol. 28 Issue 10, p1035-1052 * Supply chain management and its relationship to logistics, marketing, production, and operations management - Mentzer, John T; Stank, Theodore P; Esper, Terry L. Journal of Business Logistics29. 1 (2008): 31-VII * Supply chain management and retailing. - Sparks, Leigh Supply Chain Forum: International Journal. 2010, Vol. 11 Issue 4, p4-12. View each of the following: * Video –Supply Chain Management, (Libguide, Steaming Videos Tab) * Video –What is Supply Chain Management, (Libguide, Steaming Videos Tab) The written assignment for this week is found on the next page. Assignment 1.1: Due Fifth Day of the Week (Midnight CST) (100 Points) Post the following directly in the...
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...References Blythe, J. and Zimmerman, A. (2013) Business to business marketing management: Routledge, Data retrieved from http://books.google.com.pk/books?id=mkrwJOzdH9gC&printsec=frontcover#v=onepage&q&f=false Finley, D. and Galloway, J. (2001) Strategic Planning in Social Services Organizations: Canadian Scholar’s Press pp.160, Data retrieved from http://books.google.com.pk/books?id=IbugQo4J4FkC&printsec=frontcover&source=gbs_ge_summary_r&cad=0#v=onepage&q&f=false Goyat, S (2011) The basis of market segmentation: a critical review of literature. European journal of business and management vol 3 No 4, pp. 45-54. Data retrieved from http://www.iiste.org/Journals/index.php/EJBM/article/download/647/540 Hoovers (2012) Competitive landscape, pp.03. Data retrieved from http://www.hoovers.com/content/dam/US/hoovers/documents/sample-reports/hoovers-competitive-landscape-report-sample-apple.pdf Jain, A. (2010) Principles of marketing, pp. 77-78. Data retrieved from http://books.google.co.uk/books?id=Zxeu8d_fz2QC&pg=PA78&dq=marketing+mix+elements&hl=en&sa=X&ei=nmh-UYT-NvSY0AW51YCABg&ved=0CDkQ6AEwAQ#v=onepage&q=marketing%20mix%20elements&f=false Kotler. P. (2000). Marketing Management, Millenium Edition. Data retrieved from http://dl.ueb.edu.vn/bitstream/1247/2250/1/Marketing_Management_-_Millenium_Edition.pdf Larsen, N. (2010) Market Segmentation-A framework for determining the right target customers, pp. 7-10, retrieved from http://pure.au.dk/portal/files/11462/BA.pdf Pete,...
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...Fall 2013 International Marketing(4545) Course Syllabus 1 Contact Information Instructor Mobile phone E-mail Course webpage Ok Yeon Pyo 010-9150-8780 nanospeed@naver.com http://blog.naver.com/nanospeed Feel free to send me an e-mail with any questions about the course or if you want to arrange an appointment. 2. Course Requirements and Grading The course grade is based on Absolute Rating. The final grade will be determined using the following weights: ① Attendance 15% Students are expected to attend class and participate in discussions, unless prevented by sickness or some other legitimate circumstances. Missing class will affect your overall understanding of marketing communications and will have a strong negative impact on the participation portion of your grade. If you know beforehand that you will miss a class, please notify me in advance. Any absence without leave won't be permitted. ② Exam 70% (midterm 35% + final 35%) This is an in-class essay exam covered throughout the entire course. The mid range is excluded from the final exam. No makeup exam will be given. Material to be covered during the exam will be announced at least one week before the exam. ③ Team Project 15% Each student is required to participate in individual or team presentation. The presentation should be conducted in English through PPT format. There’re no restrictions at all except time compliances. It should be finished within 20 minutes. 3. Course Schedule week 1 (09/03) week 2 (09/10)...
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