...MARKETING MANAGEMENT Contributors: Prof. Dr. Ashok Kurtkoti Prof. Avinash Deshpande Prof. Dr. Rajendra Bartakke Prof. Dr. N.J. Chavan Prof. Pradeep Sadarpatil Prof. Sandip Kodgire Prof. Swapnil Patil Prof. Gaurav Petkar Prof. Shripad Joshi Prof. Sheetal Kunjir 1 Marketing Management Session Plan (31st batch PGDM) MARKETING MANAGEMENT : Session Plan Session 1 Topic Introduction: Developing rapport between faculty and students, syllabus overview, about lectures and cases, etc. Defining marketing for the 21st century The Scope of Marketing Core Marketing Concept Company Orientation Toward The Marketplace Marketing Management tasks Scanning the marketing environment , Forecast demand and conducting marketing research Components of a modern Marketing Information System Internal records Marketing intelligence Identifying the major forces The demographic environment The economic environment The socio-cultural environment The natural environment The technological environment The political –legal environment Scanning the marketing environment , Forecast demand, and conduction marketing research The Marketing Research System The Marketing Research Process Chapter No. 2/3 Chapter 1 4 11 18 24 Chapter 3 4 60 61 62 65 66 68 70 71 73 74 Chapter 3 5 82 84 2 6 Creating Customer Value and Customer Relationship Building Customer Value, Satisfaction and Loyalty Customer Perceived Value Total Customer Satisfaction Customer Relationship Management...
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...Confirming Pages CONTENTS PREFACE xv PART 1 CHAPTER 1 GLOBAL MARKETING ENVIRONMENTS 1 Understanding Global Markets and Marketing 2 markets are becoming global 2 globalization: the world is becoming smaller 3 globalization and global marketing 4 Globalization: Opportunity or Threat? The Global Marketing Approach 6 6 global marketing and global markets 7 the cage distance framework 7 domestic and global marketing compared 8 Geographic or Spatial Distance 10 Psychic/Cultural Distance 12 The EPRG Framework 13 Developing Global Marketing Strategy 14 The Standardization versus Localization–Adaptation School 14 Levitt and the Globalization of Marketing 16 Standardization versus Mass Customization 17 Managing the Firm’s Value Chain 18 Global Value Chain Configuration 19 Integrating the Firm’s Competitive Strategy 20 Global Competition 20 a global marketing management framework Global Marketing Performance 22 Global Vision—The World Is My Oyster CASE 1-1 CASE 1-2 CHAPTER 2 21 23 A Tortuous Road Ahead for Proton of Malaysia 26 Dabur—Developing Values in an Emerging Economy Through Value Chain and Product Line 31 Assessing the Global Marketing Environment—The Global Economy and Technology 36 the global economy 37 Economic Growth and World Trade 37 Who Are the United States’ Major Customers? 38 High Tech Products Lead World Trade 40 Characteristics of High Technology Markets 42 Technology and Global...
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...Royal Business College Determine Market Segmentation, Targeting and Positioning Decisions Unit 2934 Version 4 | Level 6 | Credits 10 Year 2015 National Diploma in Business Level Name: Lucy ID: A1234 Table of Contents | Page | 1. Introduction | 3 | 1.1 Introduction to market segmentation | 3 | 1.2 Background of the Case Study | 3 | 1.3 The company Marketing Objectives | 4 | 1.4 The benefits that company receive by segmenting the market | 4 | 1.5 Brand Name of the soft drink | 4 | 2. Part one: Potential Market Segmentation Assessment | 4 | 2.1 Resource implications | 4 | 2.2 Understanding and meeting customer needs | 5 | 2.3 Identification of the competitor activities | 5 | 2.4 Evaluation of market performance | 6 | 2.5 Segment viability and attractiveness | 6 | 2.6 Any other implications directly relevant to the company | 6 | 3. Part two; Apply Market segmentation Processes | 7 | 3.1 Identify potential market segments | 7 | 3.1.1 Geographic | 7 | 3.1.2Demographic | 7 | 3.1.3Psychographic | 8 | 3.1.4 Behavioral Usage | 8 | 4.2 Evaluate the potential of each market segment | 9 | 3.3 Evaluate the potential of each market segment | 10 | 3.3.1 Product usage and potential | 10 | 3.3...
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...INTRODUCTION In the past few years, beauty concerns have risen among both men and women in India, and this has given a significant boost to the country’s cosmetics industry, especially the hair care market. According to our latest research report on the Indian hair care market, segments like hair oil, shampoo, gel, and hair colour have witnessed an unprecedented growth in the sales. The shampoo market in India is estimated to be 2500 – 3000 crore worth. It is estimated that the hair oil market in India will cross the INR 100 Billion-mark in future. Hair oils / Gels Shampoo and conditioner Styling Products and Hair Colour Hair care Industry This project is intended towards one segment of the hair care industry – Shampoo’s. The major shampoo produces in India are ITC – Fiama Di Wills Hindustan Unilever - Sunsilk, Dove, Clinic Plus Proctor and Gamble – Pantene, Head and Shoulders L’oreal Dabur India Ltd Amway India CavinKare etc. - L’oreal Paris, Garnier Fructis - Dabur - Amway Page | 1 VGSOM, IIT Kharagpur The most frequently used shampoos in India are the following. Normal Shampoo •Dove, Clinic Plus, Sunsilk, Chic, Fiama Di wills Herbal Shampoo •Ayur, Nyle, Shehnaz Hussain, Dabur, Himalaya, Herbal Essence Premium shampoo •Revelon Flex, Wella, L'oreal, Lakme, Matrix, Amway Anti-Dandruff shampoo •Head and Shoulders, Clinic all clear, Pantene One of the biggest barriers to shampoo usage is the consumer perception that it harms...
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...and quite often a small change in its wording brings disproportionate results. Although a short advertising copy is more common in consumer-product advertising, according to the UK advertising guru David Ogilvy (1911-1999) people do read (and listen or attend to) lengthy advertisements if they are skillfully written. Most advertising copy is based on advertising/consumer research and is composed by professional copywriters hired by advertising agencies. Also called advertisement copy, ad copy, or just copy. Various ways of Writing effective copy: It is both an art and a science. It’s an art because it requires creativity, a sense of beauty and style — a certain aptitude, mastery and special knowledge. Artistic advertising allows you to create content marketing that’s not just practical and persuasive, but awe-inspiring and breathtaking. Writing effective copy is also a science, because it exists in the world of tests, trial and failure, improvement, breakthroughs, education and predictability. Scientific advertising allows you to develop an idea, and then test that idea. It’s how you know if your content marketing is working. In bad copy, one (or both) of these elements are missing. In good copy, they are both abundant. Read on, in the next few minutes we’ll explore ten examples of good copy living (and selling) out in the wild … 1. Plain copy The most basic approach to writing effective copy is to simply introduce the product without gimmick or style. It’s a simple presentation...
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... Core Book: a. Week 2: - Core text Ch.7 (pp.192-221) b. Week 4a: - Core text Ch. 3 (pp. 60-84) c. Week 5a: - Core Text Ch. 13 pages 402-405 d. Week 7ab: - Core text Ch.14 (pp.433-438) - Core text (2008) pp. 13-15 and 60-61 e. Week 9ab: - Core text Ch. 14 & 15 - Core text Ch 16 pp.482-504 f. Week 11: - Core Text, Chapter 19, Pages 592-606 II. Other Book: a. Week 3a3b: - Read Moffet, M., Stonehill, A. & Eiteman, D. (2006) Fundamentals of Multinational Finance, Chapter 11, 12 & 13. - Deutsche Banks Global Registered Shares (pp.332-333). - Tirstup Biomechanics (Denmark): Raising Dollar Debt (pp.357-359) b. Week 5b - Sanyal (2001). International Management: A Strategic Perspective (Prentice Hall), Ch.2, pp.66-77 c. Week 6ab: - Read Moffet, M., Stonehill, A. & Eiteman, D. (2006) Fundamentals of Multinational Finance, Chapter 20 & Read Stanley Works & Corporate Inversion (pages 541-545) d. Week 7a 7b: - Moffat, Stonehill & Eiteman (2006). Fundamentals of Multinational Finance, Ch.19 - Gardner & Weirich (1992). Business Investigations: How CFOs can manage risk through information, Journal of Corporate Accounting & Finance, Vol.10, Issue 1, (pp.129-139). - Madura & Fox (2007). International Financial Management, Ch. 19, pp.652, 659-661 e. Week 8a : - Chetty, S. & Campbell-Hunt, C. (2004) ‘A Strategic Approach to Internationalization: A Traditional Versus a “Born-Global” Approach’, Journal of International Marketing, 12 (1), pp. 57-81. - Knight...
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...GROUP 2 ------------------------------------------------- CASE STUDY 4.1: You get me: Personality and self-concept in consumer behaviour – the case of Lush Table of Contents Executive Summary 2 Introduction 2 Discussion Section 2 Recommendation 11 Conclusion 11 References 12 List of Figures Figure 1: Colgate uses Dentists’ recommendation to gain trust from highly dogmatic consumers 3 Figure 2: MAC uses celebrity endorsers such as R&B singer, Rihanna 3 Figure 3: Lush label states "Fresh Handmade Cosmetics" and "Bring back 5 Pots and Get a Fresh Face Mask Free" 4 Figure 4: "Limited Edition" expedites purchase decision 4 Figure 5: Lush has a large variety of soap, one of its many product line 5 Figure 6: Lush soaps on display in their store 5 Figure 7: Old Spice – “The man your man could smell like” 6 Figure 8: Detailed product-relevant information in the online magazine "Lush Times Australia" 7 Figure 9: Lush advertisement suitable for both visualisers and verbalisers 8 Figure 10: Skincare product for "id" attached with charitable elements for "superego" 8 Figure 11: Lush "We Believe" 10 Figure 12: Lush rewards anti-animal testing activists 10 Figure 13: The controversial anti animal testing campaign in 2012 11 Executive Summary The case study, Lush is analysed to identify the various personality traits of their targeted consumer with examples of current and recommended promotional messages. These traits are further scrutinised...
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...volunteer behaviour in a church, from the perspective of the volunteer. AUTHUR: 31889638 HMPYC80 Assignment 02 Page 1 Unique Number: 657101 COVER LETTER Mr James Guilder Kenneth Copeland Ministries Milton Office Park Avocet Close Bromhoff 2196 Dear Sir In our most recent meeting you expressed some frustration at the ministries inability to retain volunteers for its various projects. I believe I may be able to assist in this regard. As you know, I am currently an honours student in Psychology at the University of South Africa (UNISA) and as such I have a special interest in the factors which motivate the behaviour of different individuals. As part of my honours course work I am required to complete a research project, which is to be submitted to my peers for review. My research topic for my course work is “Why do people do volunteer work?” Since this research topic could potentially aid the ministry in better understanding how to attract and retain volunteers it seems appropriate to propose and request permission to complete this research project on behalf of the ministry. I therefore herewith include my research proposal. I hope to hear from you soon. Kind regards, Candice Keen 5 Disa Street Morningside Ext 2 2196 Page 2 Sandton Why volunteer? The experiences and motivations of church volunteers. Research Project Overview and Purpose Volunteers are a vital part of how a church or ministry meets the needs of the community...
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...Introduction: There are a couple different themes that become very important when analyzing the Nestle Crunch Bar case. During the case, many research channels were used to find various themes and feelings residing within the consumer, conscious and subconscious. Between pages twelve and fourteen, multiple feelings/themes are presented. A couple of these have stuck out in comparison to the others, emotional comfort and enjoyment. These two themes seem to be present in the mind of the consumer through all of the consumer testing studies and also within the consumer throughout the entire purchasing experience. A) From the Nestle Crunch Consensus Map, we can see that enjoyment is linked to many other feelings that evoked in the consumer during the purchasing experience. Some of the predecessors to enjoyment include aspects such as taste, product attributes, indulgence and anticipation. These are all things that occur before enjoyment is experience from the consumer. From the study, it can be seen that enjoyment is an experience that is almost purely defined by primary deciding factors such as the ones mentioned above; making enjoyment a secondary feeling during the experience of consuming a nestle Crunch bar. The qualities of the product such as taste, feel and look are directly linked to enjoyment one gets out of the product. One of the words related to enjoyment that tends to stick out in the study, is indulgence. This is a word that is often personified with chocolate in general...
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...18_solomon_cases.qxd 2/18/10 4:47 PM Page 1 Case 6 CASE 6: ATLANTICRIDER.COM “Opportunities are always there. But only people who are prepared get them. If you are prepared, you are lucky. If you are not prepared, you are unlucky.” —Jane Savoie, U.S. Olympic Equestrian Athlete AtlanticRider.com has established itself as the most popular website for horse enthusiasts in Atlantic Canada. In the first 10 days of 2004, the Riders’ Forum alone hosted more than 85 000 page views by its 1129 registered members and other visitors (considered “lurkers” because they visit, but don’t post). This is an amazing accomplishment for a site with a target market of approximately 3851 participants who ride and drive about 18 000 horses. The present challenge for the CEO of AtlanticRider.com is to overhaul the site in a way that meets current challenges and ensures future success (see Exhibit 6-1). The Initial Business Model AtlanticRider.com is a web portal serving horse enthusiasts in Atlantic Canada and beyond (see Exhibit 6-2). The site was launched in October 1999 after several months of planning and development. With a newly acquired MBA (in electronic commerce and international business) and 20 years of horse-industry experience, the founder and CEO, Diana Swain, recognized the need for an Atlantic Canadian horse site. She expected it to be well received, based on the rapid growth of the World Wide Web and the striking similarities in demographics of internet...
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...Marketing Plan for Island Air: Ho`olaule`a- A Celebration Marketing Plane Time Frame: 2014-2015 Submitted by Jason Vellen from Vellux Marketing Consulting: To the Board of Directors of Island Air Submitted on: 6/7/2014 * Executive Summary Island Air is a niche player in the interisland market of Hawaii. It has a long history in the market, and its primary revenue source is achieved through selling tickets on its planes that offer transportation among five islands within Hawaii. It currently has a market share of 10% and an average load factor of 54.5% (percent of seats sold on each flight) Its main competitor is Hawaiian Air who has a market share of over 85% and a much higher load factor on their flights (1). Island Air does not have the resources to compete directly with Hawaiian Air for all travelers, rather through effective marketing which is outlined in this plan it will draw away travelers from Hawaiian Air thereby increasing its revenue by approximately 20 million dollars a year, or 30 million during the entirety of the marketing campaign. To achieve this increase in revenue both load factor and market share are going to be increased. The next year is an exciting time for Island Air and presents a great opportunity to implement a marketing plan that will achieve the above revenue growth. Island Air will be receiving brand new highly efficient Bombardier Q-400 planes that will replaced their tired and aging fleet of ATR-72 aircraft. Additionally 2015...
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...Targeting, Differentiation and Positioning of Nando’s Course: Marketing Management Submitted By: Md. Nahidul Islam Ratul ID: 2012-1-10-042 Susanta Basak ID: 2011-2-10-349 Md. Rakibul Bhuiya ID: 2011-2-10-347 Sharif Ahmed ID: 2011-1-10-349 Submitted To: Mahmud Zubayer Senior Lecturer Department of Business Administration East West University Date of Submission 19th August, 2013 Letter of Transmittal August 19, 2013 Mahmud Zubayer Senior Lecturer Department of Business Administration East West University Subject: Submission of Assignment Dear Sir, We are very pleased to submit this assignment on “Nando’s” as you have permitted us in this semester. We are honored to prepare this assignment under your guidance since it gave us the opportunity to know the current marketing status of “Nando’s” and analyze its marketing condition. We tried our level best and to accumulate the information for you as comprehensive as possible. We will be obliged to provide further clarification on this report whenever necessary. Sincerely Yours, Md. Nahidul Islam Ratul ID: 2012-1-10-042 ................................. Susanta Basak ID: 2011-2-10-349 ………………………….... Md. Rakibul Bhuiya ID: 2011-2-10-347 ……………………….…… Sharif Ahmed ID: 2011-1-10-349...
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...these brand associations will help determine those elements that constitute a sport tourism event’s image. This study aimed to measure a sport tourism event’s brand image associations from the participants’ perspective. The sport tourism event utilized in this research was an annual bicycling event in the state of Michigan. To explore the brand image associations bicyclists have about sport tourism events, two focus groups were used. The results revealed the image of a sport tourism event consists of mental imageries related to organization, environment, physical activity, socialization, fulfillment and emotions. Implications for both event and destination marketers are discussed. golf, jogging and hiking is booming (de Villier, 2001). For example, sport travel generated $2.4 billion spending in Canada while the total person-trips related to sport travel (over 80 km) was 11,982,000 in 2004 (Canadian Sport Tourism Alliance 2006). Despite the importance of sport tourism events as a marketing vehicle to promote a destination, research on sport tourism events’ image is scarce. Studies have used brand personality scales or adjectives to measure the image of a sporting event and its similarities to sponsor brands (e.g., Ferrand & Pages 1996, Gwinner & Eaton 1999, Musante et al. 1999),...
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...Outline: Nestlé Marketing of Nestlé Executive Summary: Nestlé's commitment to excellence allowed consumers to turn to its brands to maintain nutritional balance in a fast paced world. This outline shows how Nestlé has provided an outstanding quality in all of its brands which encouraged people to choose from its products. But sometimes when market profits seem to be more important than anything else, then this is when those companies fall in the danger zone; providing with products which are dangerous or detrimental to physical health. History: Food is the core element of our daily lives for it enables us to survive. When you balance and eat good quality food, you will insure a better standard of living. Here comes the role of Nestlé, appearing to be the largest food and beverage company in the world. Nestlé is often referred to as "the most multinational of the multinationals" due to its manufacturing facility. Nestlé has been applying its nutrition expertise in the development of products that contribute to the health and wellness of consumers, evolving into the world’s foremost Nutrition, Health and Wellness company. "Good Food, Good Life" is the foundational philosophy upon which Nestlé continues to build an ever-increasing portfolio of quality brands that not only deliver on great taste, but on nutritional value as well. Nestlé showed a very huge success and heritage for nearly 70 years since its first Middle East operation in Lebanon in the early...
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...available through IAU Online as a digital soft copy. Please make sure that you review the University Catalog and Student Handbook so that you can be successful in this course. 4201 Wilshire Blvd., Suite #610 ♦ Los Angeles, CA 90010, CA, U.S.A. ♦ T: (323) 938-4428 ♦ F: (323) 938-4-4429 ♦ E: www.iau.la MKT 500C Marketing Management Syllabus Instructor Name: Instructor Phone: Instructor Email: Campus / Room: Mode: COURSE DETAILS Christopher Lloyd, MBA (310) 594-1023 clloyd@iau.la Main Campus – B Hybrid Term/Year: Days: Time: Start: End: Fall S2, 2015 Wednesdays 6:00pm - 10:00pm October 26, 2015 December 18, 2015 Christopher Lloyd earned his MBA with a concentration in Information Systems from California State University Long Beach in 2012. Professor Lloyd teaches as an adjunct professor for courses in management, marketing, business, information systems management, and computer information systems for undergraduate and graduate level courses. His responsibilities include teaching and mentoring undergraduate and graduate students, and attending conferences and symposiums addressing strategic management, digital marketing, and search engine optimization. Professor Lloyd's "learning through application" approach earns him high praise from his students. His genuine interest in their career advancement and personal betterment can be seen in each of his lectures. INSTRUCTOR’S BIOGRAPHY While relatively new to academia, professor Lloyd...
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