...Jin K. Han, Namwoon Kim, & Rajendra K. Srivastava Market Orientation and Organizational Performance: Is Innovation a Missing Link? In recent years, a market-oriented corporate culture increasingly has been considered a key element of superior corporate performance. Although organizational innovativeness is believed to be a potential mediator of this market orientation-corporate performance relationship, much of the evidence to date remains anecdotal or speculative. In this context, the authors present a systematic framework to test the postulated "market orientationinnovation-performance" chain. To this end, the direct causality assumption of market orientation on organizational performance is examined with Narver and Slater's (1990) market orientation framework. Moreover, the authors take a componentwise approach and examine how the three core components of market orientation (customer orientation, competitor orientation, and interfunctional coordination) affect the two core components of organizational innovativeness (technical versus administrative) en route to affecting corporate performance. Using banking industry data, the authors empirically test and substantiate innovation's mediating role in the market orientation-corporate performance relationship. There is only one valid definition of business purpose: to create a customer... It is the customer who determmes what the business is.... Because it is its purpose to ereate a customer, any business enterprise has two—and...
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...MARKETING PRINCIPLES Table of Contents “The Concept and process of marketing” 3 1.1 VARIOUS ELEMENTS OF MARKETING PROCESS: 3 1.2 EVALUATE THE BENEFITS AND COSTS OF A MARKETING ORIENTATION FOR A SELECTED ORGANIZATION: 4 TASK 2: 5 REPORT on “The Concept of Segmentation, targeting and positioning” 6 2.1 Macro and Micro environment Factors Which Influence Marketing Decisions 6 2.2 Segmentation Criteria to be used for Products in different Markets 8 2.3 TARGETING STRATEGY FOR A SELECTED PRODUCT/SERVICE 9 2.4 HOW BUYER BEHAVIOUR AFFECTS MARKETING ACTIVITIES IN DIFFERENT BUYING SITUATIONS 10 2.5 NEW POSITIONING FOR A SELECTED PRODUCT/SERVICE: 10 Task 3: 11 UNDERSTAND THE INDIVIDUAL ELEMENTS OF THE EXTENDED MARKETING MIX 11 3.1 HOW PRODUCTS ARE DEVELOPED TO SUSTAIN COMPETITIVE ADVANTAGE 11 3.2 EXPLAIN HOW DISTRIBUTION IS ARRANGED TO PROVIDE CUSTOMER CONVENIENCE 12 3.3 EXPLAIN HOW PRICES ARE SET TO REFLECT AN ORGANIZATION’S OBJECTIVES AND MARKET CONDITION 13 3.4 ILLUSTRATE HOW PROMOTIONAL ACTIVITY IS INTEGRATED TO ACHIEVE MARKETING OBJECTIVES 13 3.5 ANALYSE THE ADDITIONAL ELEMENTS OF THE EXTENDED MARKETING MIX 14 Task 4: 15 USE THE MARKETING MIX IN DIFFERENT CONTEXT 15 4.1 Plan Marketing mixes for two different segments in consumer markets 15 4.2 Illustrate differences in marketing products and services to businesses rather than consumers 15 4.3 Show how and why international marketing differs from domestic marketing 16 CONCLUSION: 16 TASK 1: ...
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...INTRODUCTION According to palmer (2004; 576), “the marketing mix refers to the choices available to a company or organization regarding the promotion or marketing of its product or services. Usually this process involves considerations regarding where the marketing will take place, the product or service, the customers, and the best way to carry out the promotion as a whole.” The marketing mix is not based on any theory, but on the need for marketing managers to breakdown their decision making into a number of identifiable and actionable headings. The familiar 4ps marketing mix, firmly based on the needs of the manufactured goods sector has given us the four familiar 4ps of product, price, promotion and place. These 4ps have been found to be too limited in their application to services, however the 4ps have been expanded to the 7ps to address the different nature of business. PRODUCT Product offering lies at the heart of an organization’s marketing program is usually the starting point in creating or marketing mix. Product is everything, both favorable and unfavorable that a person receives in an exchange. Dynamates Public Relations consultancy is a new company which will be offering services to other companies. This company should provide services that satisfy the needs and wants of the target market. The importance of a high quality product and services that delivers value to the extended end user is critical because it will help the consultancy to compete against it rivals...
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...Marketing Communications Memo Aeishya Grant PSY/322 June 01, 2015 Morgan Cloward Marketing Communications Memo To: From: Date: Re: Integrated Marketing Communications The organization has experienced a significant development in the last decade. Hence, to boost its customer base, it needs to create an integrated marketing communications plan. With the consideration of the various segmentation methods, I have come up with a positioning strategy for the organization against its competitive brands. Each of the segments has different needs and, therefore, to be practical, the segments must be considered individually to judge their quality, value, and significance. The organization must strive to understand its customers by the use of demographic and psychographic information provided in this memo. Both the demographics and the psychographics are important in strengthening the relationship between the customer and the business. Marketing research is more than the normal customer surveys. It entails understanding the importance of psychographic and demographic information obtained from the primary research methods and the evaluation of the data for the application of its results in improving the existing marketing strategies (Lamb, Hair, & McDaniel, 2012). Marketing research must also be incorporated...
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...Research Report Team Rana Moiz Rana (20132145) Mohammed Abo Agina (20132156) Yazan Abo Jawhar(20132172) Moustapha El Nadaf (20132132) Mcdonalds Research Report – Brand Image 1. Introduction – Background of McDonalds McDonalds is an American fast food brand, which has more than 35,000 local restaurants serving 70 million people in over a 100 different countries. McDonalds started in 1940 as McDonalds Bar-B-Q in San Bernardino, California, however it was shut down and re-opened in 1955 as, what would later be one of the corner stones of the McDonald’s franchise, self-service drive-in restaurant with a simplified menu consisting of cheap hamburgers, soft drinks, coffee, potato chips and a slice of pie. By 1965 there were over 700 McDonalds restaurants spread throughout the United States. McDonalds has catapulted itself to the forefront of fast food service and marketed itself as a franchisor and by the end of 2010 80% of McDonald’s restaurants were franchised which has helped the company achieve yearly growth in both sales and customer visits. McDonalds in Qatar is 100% owned by Al Mana Group, and has been operational since December 13th 1995 and has since opened more than 27 different restaurants in a variety of locations from stand alone to mall kiosks. 1.1 Introduction – Reason for research This research report is prepared in order for McDonalds to maintain and improve a strong brand image in relation to other fast food restaurants, which has...
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...Pengyu Cheng Marketing Research K1 Thursday Morning Assignment 1 1/28/2016 Part 1 – Develop Advertising Copy The advertising copy I design for Scope is “Whisper a sweet breath”. This slogan will appear as text of a print, which will show on the package of mouthwash bottle. The reasons I use “Whisper a sweet breath” are as follow: First of all, this campaign matches the characteristics of Scope product. Since Scope wants to specifically target refreshment segment, which customers in this segment want to refresh mouth only because they do not suffer oral disease. In terms of functionality, I have to emphasize refresh breath rather than therapeutic. And obviously, whisper a sweet breath will deliver a message to customers that they can have sweet breath and approach to people closely without worry. The Scope mouthwash liquid will functions as a product that solve bad breath, a product that even enables customers to do something like whisper. The key to make Scope products popular is showing its ability to catch its target customers’ pain point and provide solution. Illustrating Scope products with a campaign that not only describes customers’ pain, but also give them hope to solve their pain; the advertising copy will make Scope even more attractive. Secondly, as we know, in most cases the purchases of mouthwash liquid are impulsive buying. According to consumer behavior theory, impulsive purchase is usually associates with low effort buying. Based on this, I think the...
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...Marketing Research and Promotional Message PSY/322 January 27, 2014 Marketing Research and Promotional Message This paper will focus on the consumer needs, perceptions, attitudes and expectations of the teenage market regarding marketing communication messages. Marketing interactions are important when marketing to teenagers and discovering the best form of marketing interaction to best cater to the teenage market will be discussed. Social interaction is an important factor in the marketing process as well as online processes or face to face communication, each provide informative feedback and we will determine which marketing process will be best for the teenage market. This Marketing Research and Promotional message paper will discuss the market of both English predominant teenagers and bilingual (both English and Spanish) predominant teenagers. Marketing is now more creative and influencing, marketers are now aiming their marketing strategies towards the teenager consumer. There are many issues and concerns that come into factor when marketing to the teenage consumer, for example some of the different issues and concerns are: * What are the buying habits and interest of teenagers and what the different buying habits and interest are amongst different teenager groups? * How to cater to both English and Spanish teens and how these products will be available on demand without any issues to the target consumer, this includes all electronics such as cell...
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...of L’Oréal Marketng Planning - Année 2014-2015 Situaton Analysis : Industry Grooming Market : 91% shaving / 8% masks & scrubs Face Care Market : 28.8 billion in 2010 (25%) Skin Care Market : 1,7 billion (41%) « The men’s beauty segment in India is growing twice the rate as the overall market » « When I look good, I can concentrate and get more work done » Situaton Analysis : Industry Situaton Analysis : Compettors N°1 Emami Limited (37,5%) • • N°2 Garnier Men (25,4%) 12 million unit sales 50% of growth 2 main segments : - Skin care : Small pockets « sachet » (35% of value) - Deodorant : growing at 48% in value and 40% in volume Many brands : - Fair and Handsome - Navratna - Vasocare… • • • Local company Cheaper • Others actors (market share 37,1%) • Procter & Gamble Unilever • Situaton Analysis : compettors Porter External Analysis Goals and Objectve • Goal : Becoming the leader of the beauty sector in India Objectves : – • Obtaining a 30% growth in 2020 compared to the 2010’s results in the beauty sector in India to place the country among l’Oréal’s top 10 countries. To double its consumer base to two billion – Marketng Strategy • Market Segmentaton Strategy >> Geographic Segmentaton, Product-User Segmentaton, Lifestyle Segmentaton, etc. Targetng Strategy : – • Mass Marketng: go afer the market as a whole with one ofer that answers common needs Diferentated Marketng: go afer several...
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...A2267694 – 杜梅幸 Marcy MARKETING STRATEGIES WITH 4P Apple’s Products (Product Mix) Apple Inc. has continued to expand its product mix. Based on the theory of Marketing : This component of the marketng mix determines the outputs of the business organization. * The main product lines: 1. Mac 2. iPad 3. iPod 4. iPhone 5. Apple TV 6. Apple watch 7. Software These products show: + The firm’s diversification in this component of the marketing mix + The company continues to develop new products such as the Apple electric vehicle, which is under development through collaboration with firms like Tesla Motors. + Apple’s marketing mix is extensive in terms of product variety to address customers’ needs in differnent areas of their lives. Apple’s Promotions (Promotional Mix) Promotion activities emphasize the premium image and quality of the firm’s products. * Support business position in reaching more target buyers * The elements of this component: 1. Advertising 2. Personal selling 3. Sales promotion 4. Public relations + Advertising through the company’s website, Apple Stores, as well as advertising through other firms such as technology news sites + Personal selling in the aim of covincing store visitors to make a purchase + Sales promotion: Some Apple stores offer old models with discounted prices when bundled with larger and more expensive products + Public relations to optimize its corpratate image Distribution...
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...ASOSIASI PENGELOLA PUSAT BELANJA INDONESIA (INDONESIAN SHOPPING CENTRES ASSOCIATION) Retail Trends & Challenges Retail Trends ….. • The market – Huge and Changing • The shoppers – Socially Shopaholics • The challenges – Raising competition and raising cost of doing business Retail Trends ….. • The market – Huge and Changing • The shoppers – Socially Shopaholics • The challenges – Raising competition and cost Indonesia has it all ….. GDP Growth l Accelera>ng real GDP growth ► 4.5% in 2009, 6% in 2010, 6.2% in 2011 4th largest popula>on in the world with 235 m inhabitants Growing urbaniza>on Middle class(1) now represents over 40% of the popula>on vs. 25% 10 years ago Size of middle class has been growing strongly at a 7.5% CAGR over the last 10 years to reach 23 m households GDP per capita to reach USD3,000 by 2012, allowing for greater disposable income and faster modern retail growth l l l l l Growing Middle Class Popula>on l l Food Retail Industry l l ...
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...Table of Contents 1.0 Executive Summary……………………………………………………………………1 2.0 Introduction/Overview 3.1 Introduction………………………………………………………………........2 3.2 Industry definition……………………………………………………………..3 3.0 Analysing Marketing Opportunities 4.3 Competitors Overview………………………………………………………….5 4.4 Macroenvironment Analysis……………………………………………………5 4.5 Consumer Behavour (DMP)……………………………………………………6 4.0 Selecting Target Market(s) 5.6 Market Segmentation…………………………………………………………...7 5.7 Profile of segment………………………………………………………………8 5.8 Target Market…………………………………………………………………...8 5.9 Proposed Positioning Strategies………………………………………………...9 5.0 Marketing Mix Strategies 6.10 Product………………………………………………………………………….10 6.11 Price……………………………………………………………………………..10 6.12 Place……………………………………………………………………………..10 6.13 Promotion………………………………………………………………………..10 6.0 Conclusion………………………………………………………………………………12 7.0 References…………………………………………………………………………….....13 1.0 EXECUTIVE SUMMARY The following marketing plan forms the basis for introduction of new product and new brand to Malaysian market. The product is Missha Snail Cream from Missha Cosmetic, A South Korea Cosmetic Company. Missha Snail Cream is a skincare product that is effective in healing, soothing and regenerating the skin. The analysis allows us to select the best strategies for this product. Out main aim is penetrating the Malaysian market and become...
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...Executive Summary INTRODUCTION The number of movie theaters is decreasing as the major chains create multiplexes that pile more people into smaller spaces. This profit strategy has left once popular downtown theaters vacant. Second Run Pizza is a theater/restaurant business that believes there is a significant number of theater-goers that are craving a more satisfying and enjoyable way to catch a movie and a bit to eat. Second Run Pizza is renovating the downtown City plus Theater and creating a medium-size restaurant that will show second-run movies that have proven to still be popular in our target market. We will offer a totally unique dining and movie experience at an affordable price that will fill the theater with repeat customers, waiting to be satisfied once again. Entrepreneur’s profile The owners of Second Run Pizza Milind Tiwari and Nikunj Rungta, stress on two factors that they believe reaffirms the success of the business: Milind's experience as a regular movie goer and Nikunj's family friend’s experience as manager of a small theater, will be helpful in turning the trends of a small art house theater into a complete profitable business. Co-owner Milind Tiwari’s family friend has been a regular of the city's restaurant scene for the past 15 years. He managed four successful restaurants and has received industrial accolades for his operational excellence. He is now a highly sought after consultant in improving restaurant operating efficiency and work...
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...China’s Global Business Plan Team Memners MGT/448 January 22, 2012 Professor China’s Global Business Plan In week five Team C has to prepare a final global business plan paper for the venture in China. The team first had to summarize the findings from the previous team assignments. After summarizing the team had to integrate the week five assignment with the work that had been turned in previously. The team paper for week five included the rationale the team used for choosing the target country. The team also had to determine the marketing mix that was specific to the selected global product and give an explanation why this mix was chosen. A marketing plan was prepared that addressed product modification, pricing, promotional programs, distribution channels, and e-business in the chosen country. The paper will include market indicators and trends for the product. A financial overview for the global venture will be given, which includes a chart for the general budget and an explanation of how the company will deal with the foreign exchange risk. The company will have to identify potential domestic and international sources for funding the venture, and the team will identify two possible financial institutions within the chosen region. In the paper a description of the degree at which the organization will operate as a centralized versus decentralized organization, and a chain of command chart will illustrate how information is passed from the field to senior management...
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...| | | |Equivalent Modules Master List |Equivalent courses offered at Aalto University, School Of Economics. | | | | | |Courses offered are subject to changes. | | |Updated information on the courses will be sent to successful candidates by Aalto | | |University, School Of Economics. | | | | | |*The same course can be transferred only as 1 course. | |First Level Modules | | |ACC1006 Accounting Information Systems |International...
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...2011 LGBT Community Survey U.S. Overview Report v2 8.25.2011 5th Annual Edition En3re contents © Community Marke3ng, Inc. CMI’s 5th Annual LGBT Community Survey Thanks to our 2011 Sponsors CMI’s 5th Annual LGBT Community Survey U.S. Overview Report 5th Annual Edition Gay men and lesbians own more homes and cars, travel more, spend more on electronics, and have the largest amount of disposable income per capita of any “niche” market. And it’s a sizeable segment: LGBT consumers make up 5% to 10% of the U.S. consumer market. U3lizing quan3ta3ve and qualita3ve market research methodologies, Community Marke3ng helps companies beQer understand and more effec3vely reach the LGBT community. Our consumer panel provides insights through online surveys, focus groups, intercepts and more. Thomas Roth, President Community Marke3ng, Inc. www.CommunityMarke3ngInc.com 2011 LGBT Community Survey US Overview Report ...
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