...mHarshal Sangani ID 109-00-4388 Midterm Exam. 1. Explain the “basic” structure of key word advertising and discuss how companies evaluate and select optimum keywords and phrases to maximize web traffic. Key word advertising: - Keyword advertising refers to a variety of techniques that associate advertisements with particular terms on websites. The most common form is exemplified by Google Ad Words and Yahoo sponsored search which display ads alongside search engine results. Most ads are composed entirely of text while some may include graphics. This type of advertising uses keywords to trigger ads. Typically, advertisers select a set of keywords related to the product or service they wish to advertise. The ads are then displayed in relevant places based on those keywords. For example, Google matches advertiser-selected keywords to user search terms on Google.com in order to show relevant ads. The secret to effective keyword advertising is to find search terms that differentiate the company from other related industries, as well as from the competitors. Finding the right keywords can be crucially important to online marketing success. Keyword tools can help suggest keywords that are frequently searched. Website owners who don’t use Search Engine Marketing and whose websites do not have search engine friendly web designs are like brick-and-mortar store owners who slam the door in the face of every second customer who approaches. No smart marketer would ever think...
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...First in Show Pet Foods, Inc. Case Summary Key Issues/Background: First in Show Pet Foods, Inc. faces the daunting task of introducing a new brand of dog food to the Boston area, and then the rest of the nation. This is a difficult challenge, not only because the brand, Show Circuit is unknown, but also because this dog food is frozen, unlike nearly all other dog food, which is either bagged as dry or canned. This packaging difference affects First in Show because their food will be stocked in the freezer section, away from the rest of the dog food. Show Circuit dog food was originally developed to improve the coats of minks on farms, and then after success, it began to be fed to show-dogs. The product is made of 85% fresh meat, and 15% highest-quality fortified cereal. There is great potential in the dog food market. Across the country, dog ownership is increasing, and often, dog owners consider their pets as part of the family. Because of this, the owners spend great amounts of money on their dogs, which can be seen in the growth trend of super-premium and organic dog foods. A marketing firm - Marketing Momentum Unlimited has offered two different advertising strategies for Show Circuit, ranging from $500,000 to $700,000. First in Show Pet Foods, Inc. must determine a plan to enter the Boston-area, and then national dog food market. Situation Analysis: Strengths | Weaknesses | * Premium high quality dog food. * Unique frozen dog food. * Exclusive...
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...Chapter Fourteen Marketing Promotion: Delivering High-Impact Messages Review Questions 1. How has marketing promotion evolved over the past decade? How has technology contributed to the changes? 2. Why is integrated marketing communication such a challenge for marketers? How can marketers encourage teamwork and coordination? 3. Do you think a rational or an emotional premise works better for marketing promotion? Why? Does your answer change across product categories? Use examples to support your perspective. 4. Why are the key risks and the potential rewards of product placement in both movies and television? Do think this promotional tool will continue to grow? Why or why not? 5. What ethical issues have emerged as marketers explore new ways of grabbing consumer attention? Use examples to support your points. 6. Do you think that cable television advertising spending will eventually eclipse network television advertising spending? Why or why not? 7. Given that each type of media offers strengths and drawbacks, what factors should you consider in developing a media plan for a specific product? 8. What are the advantages and disadvantages of publicity? Is it ethical for marketers to try to influence the media? Explain your answer...
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...HUM101: WORLD CIVILIZATION AND CULTURE TOPIC 1: STONE AGE- PROLOGUE TO CIVILIZATION History: History is the record and interpretation of human past. It is useful and it teaches us many things about the world we live in. History is about everyday things which includes the factors how people use to travel, live, wear, eat, cook food, what were there beliefs, what kind of government they had, what theye use to do in their free time etc. All these factors makes history interesting and gives us an idea about the past actions of human beings. Before discovering what happened in history we must know when it happened. Chronology in history : BC: Before Christ BCE: Before Christian Era AD: Anno Domini CE: Christian Era Decade Century Millennium For example, we can count our age from the time we were born but we cannot count like these in history. No one knows when the world began and no one could write about 6000 years ago. But we must have a date that we can call Year One. People in different countries use different dates for Year One and sometimes often measure the date which is important in their religion. In Christian Calendar Year One is denoted as the year when Jesus Christ was born. AD means Anno Domini. These are Latin Word for ‘In the year of our Lord’. But also we want to count years before Christ was born which is before Year One. Time before Christ was born is known as (Before Christ). There are no written records about how people use to live in the past. Time before...
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...Assignment front sheet Qualification | Unit number and title | BTEC Higher National Diploma – Business Management | Unit 1 – The Business Environment | Student name | Assessor name | Mohammed Arif | Mary EC Zafra | Date issued | Completion date | Submitted on | 19/11/2015 | 17/12/2015 | 17/12/2015 | | | Assignment title | BE1: Assignment 2/2 The Business in an Economic, Cultural and Global Environment. (LO3 & LO4) | ------------------------------------------------- Learning Outcome | Assessment Criteria | In this assessment you will have the opportunity to present evidence that shows you are able to: | Task no. | Evidence(Page no) | LO 3 Understand the behaviour of organisations in their market environment | 3.1 | Explain how market structures determine the pricingand output decisions of businesses | | | | 3.2 | Illustrate the way in which market forces shapeorganisational responses using a range of examples | | | | 3.3 | Judge how the business and cultural environmentsshape the behaviour of a selected organisation | | | LO4 Be able to assess the significance of the global factors that shape national business activities. | 4.1 | Discuss the significance of international trade to UK business organisations | | | | 4.2 | Analyse the impact of global factors on UK business organisations | | | | 4.3 | Evaluate the impact of policies of the European Union on UK business organisations. | | | Learner declaration | I certify that the work...
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...Table of content Abstract ……………………………………………………………………… 2 Introduction ………………………………………………………………….. 3 Chapter I ……………………………………………………………………... 4 I. What are multinational companies? II. Main Multination companies in Sri Lanka III. What is meant by International Marketing? Chapter II ……………………………………………………………………………….. 6 I. Business environments faced by multinational companies. II. Planning process of the multinational companies. Chapter III ………………………………………………………………………………. 8 I. Uncontrollable variables faced by multinational companies in Sri Lanka and the strategies implemented to gain the market share. II. Concluding remarks References ……………………………………………………………………………….. 17 Abstract This research is to find out what are multinational companies and also the main multination companies which are operating in Sri Lanka. Further, the research analyzes the business environments, mainly the uncontrollable environments of foreign countries and the planning process of multinational companies. The main objective of this research is to analyze the factors which are affecting to market mix strategies of multinational companies operating in Sri Lanka. The research is mainly done from secondary data available in the internet and also from the paper articles. Research findings will gives an idea about what are multinational companies, methods they adopt to market their products in Sri Lanka and what the factors that affect to marketing mix strategies of...
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...1. ABSTRACT In highly competitive markets, customer satisfaction is a key driver of performance, making its measurement and management crucial. Most studies on customer satisfaction take an aggregate standpoint and do not consider segment-specific differences in attribute importance. In this article, the authors report on customer satisfaction with ambal auto (p) Ltd. They hypothesize that personal, situational, and product factors moderate the relationship between attribute performance and overall satisfaction. The “service-dominant logic” focuses on the firm and the customer co creating value, as defined by the customer. Achieving this orientation requires firms to understand which components of the service concept are most important to different subsets of customers. However, research on the relative importance to customers of core and peripheral service components has produced mixed results. The results show that these factors indeed influence Attribute—Performance—Satisfaction Relationship The present study investigates this relationship for salespeople in a business he theoretical justification for a positive impact of salespeople’s job satisfaction on customer satisfaction is based on the concept of emotional contagion. The analysis is based on a dyadic data set that involves judgments provided by salespeople and their customers collected across multiple manufacturing and services industries. Results indicate the presence of a positive relationship between salespeople’s...
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...1. Explain the concept of Marketing Segmentation & Target Marketing. Market Segmentation is defined as: “The process of dividing a market into distinct subsets of consumers with common needs and selecting one or more segments to target with a distinct marketing strategy” Market segmentation is a strategy that involves dividing a larger market into subsets of consumers who have common needs and applications for the goods and services offered in the market. These subgroups of consumers can be identified by a number of different demographics, depending on the purposes behind identifying the groups. Marketing campaigns are often designed and implemented based on this type of customer segmentation. One of the main reasons for engaging in market segmentation is to help the company understand the needs of the customer base. Often the task of segregating consumers by specific criteria will help the company identify other applications for their products that may or may not have been self evident before. Uncovering these other ideas for use of goods and services may help the company target a larger audience in that same demographic classification and thus increase market share among a specific sub market base. Market segmentation strategies can be developed over a wide range of characteristics found among consumers. One group within the market may be identified by gender, while another group may be composed of consumers within a given age group. Location is another common...
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...Notes Personal finance and corporate finance Personal finance investing in properties,fd,shares,lic mutual funds,insurance,real estates,currencies Avenues for investing and choice of investment The more risk you take the more returns yu get. Corporate finance –how activities help financial planning of Organisations Markets-financial markets(money market(short time maturity time less than 1 year) and capital market(maturity time more than I year long term eg equity shares,bonds,debentures,company puts money in fixed deposits)) Debt market vs equity market Equity is your own money.owners capital eg quity eowners equity and shareholder.it carries voting rights which means equity.no maturity period.on liquidation no promise od dividends Debt is borrowed money eg car loan,housing loan. Primary market –ipo fpo,raise issue first time,qip-the first time a shareholders buys stock from company Secondary market-shareolder starts selling on stock exchange becomes secondary market Financial securities/instrumentswhich is uniform coomon denomination or common issues same features eg every debenture 10 rs face value eg fd is not a security .security can be listed(in order to be listed it has to be uniform one common feature in all ) and traded(buying and selling) in stock market () Eg Preference shraes ,equity shares .plain borrowing and lending of money from institutions like bank Methods of fund raising ipo(initial public offer) ist time company goes to market that...
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...Social media in marketing Social media sites are generally of great importance to marketing managers and entrepreneurs. A critical look at today’s world will reveal to you that Facebook on its own has over 1.4 billion users (browser media, socialnomics, Macworld, 17 May 2014). As a marketer, this should be more than just an opportunity for marketing, it should be their stronghold. Most branded marketers have seized this opportunities by creating pages on Facebook and advertising each of their new products whenever they have a chance to. For the average Facebook user this has been enlightening especially since they are able to know the diversity and prices of products available in the market without much struggle. Marketing through Facebook has made window shopping a bit old fashioned. People can ‘window shop’ at the click of a button. It is even possible to know what products are on sale and which shopping centers are trending through Facebook. As statistics will prove, 57% of all adults worldwide use Facebook. These are the same adults who provide for their family needs. This generates a need for marketers to reach out to them through Facebook and advertise their products to them. Of the 57%, 64% will visit the site daily; it goes without saying that this would be a cheap and convenient way to reach to these strong markets. Facebook is continually adding new features that would be relevant to marketers and clients. One such feature is the graph search. Through this feature...
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...First Consept; Social Class Marketers are always trying to spot cultural shifts in order to discover products that wanted. Each culture contains smaller subcultures which is a group of people with shared value systems based on common life experiences and situations. It is vary to nationalities, geographic regions, racial groups,and religion. Each subcultures make up important market segments and marketers design their strategies and products according to these needs. Social class is not determined only by income, but is also measured by education, wealth and other variables. I choose one of the print advertisement of Versace which is the luxury and very expensive fashion brand that target the very rich and royal classes. As you can see over there, there is a woman whose mode of dressing is high class and left side of the photo there are two henchmans whose consideration is only earning money. As it seen in this picture, there is a class distinction between higher and lower classes. If we look at the advertisement there is no word that explain the ad but we could easily understand that the only person that qualified to having Versace should be rich enough. So Versace target market is rich class. Low class is not important for this brand, and with the help of the higher class, the brands profit is sufficent and satisfactory. I choose this advertisement because it is a good example for Social Class concept. Second Consept; Societal Marketing Concept ...
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...Company Profile Project Management Services www.techno-managment.com Techno Management Company Profile-PM Table of Contents 1. Techno Management in a Glance ...................................................................................... 3 1.1 Who are we.................................................................................................................. 3 1.2 Vision .......................................................................................................................... 3 1.3 Mission ........................................................................................................................ 3 2. Our Services ....................................................................................................................... 4 3. Project Management Consultation Services ...................................................................... 5 3.1 Project Audit ............................................................................................................... 6 3.2 Project Management .................................................................................................... 6 3.3 Implementing MS Project Server ................................................................................ 6 3.4 Project Performance Management .............................................................................. 7 3.5 Developing Corporate PM Methodology ...........................................
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...Introduction The strategy cost involved in setting up a business that provides a customer service, market service of setting a business of a product. In this paper, we discussed the comprehensive analysis of the existing product on the market, then indicating my own business analysis that fits in the existing market. The paper also discussed the financial information of the existing product and a new product. The paper also highlights the vital role playing by the product owner in setting a business. The paper also includes and take into consideration of having new business strategies in finding new clients, keeping existing clients and long-term planning to develop a sustainable product. In last, the paper concludes by providing the recommendations for the launch of new product. Background Unique Tea is a flavored tea that will be launched in the UK market. The product is of a unique colour that is meant to stand out, and the taste is meant to give the consumer a fruity taste. The serving of Unique Tea is ideal when it is cold and fresh In essence, the purpose is to come across as a refreshing drink. To this end, the production of Unique Tea includes the use of natural fruits and extracts from naturally occurring organic elements. The marketing strategy for Unique Tea highlights the organic and Rainforest friendly nature of Unique Tea’s production process. Comprehensive Analysis [pic] Following are the market share of the existing companies of Tea bags....
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...Marketing the product The marketing mix The marketing mix is the set of controllable marketing variables that the firm blends to produce the response it wants in the target market. Also known as the 4P’s. 1. Product – goods and services combination the offers to the target market. 2. Price – the amount of money customer’s pay to obtain the product. 3. Place – activities that make the product available to target customers. Eg dealership 4. Promotion – activities that communicate the merits of the product and persuade target customers to buy. *Discuss how each can be effectively manipulated to meet customer’s needs profitably. The Product A product is anything that can be offered to a market for attention , acquisition use, or consumption that might satisfy a need or want. Physical products or services. A product is more than a set of tangible features. Product levels - (i ) core benefits – the fundamental service or benefit that the customer is really buying. Meet need. (ii) basic product (iii) expected product – a set of attributes and conditions buyers normally expect (iv) augmented product – that exceeds customer expectation (v) potential product – encompasses all the possible augmentations and transformations the product or offering might undergo in the future. Product classifications 1. Durability and tangibility 2. Consumer goods 3. Industrial goods *Identify the different good within each classification. Product decisions 1. Product attribute decisions ...
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...Term paper of marketing management On Colgate cold cream WASEEM RAJA J&K BANDIPORA LEC. IN LSB R315B35 LOVELY PROFESSIONAL UNIVERSITY ACKNOWLEDGEMENT I would like to express my gratitude for the helpful comment and Suggestions by my teacher. Most importantly I would like to thank my PROF. MR.PARVEEN SINGH KALSI, for her days of supervision. Her critical commentary on work has played a major role in both the content and presentation of our discussion and arguments and I would thank my friends for their help in making of this term paper. I have extended my appreciation to the several sources which provided various kinds of knowledge base support for me this period. SHEFALI VIJ CONTENTS INTRODUCTION 4 EXECUTIVE SUMMARY 4 MARKETING PLAN OF COLGATE-PALMOLIVE 4-12 ENVIRONMENTAL ANALYSIS 13-16 MARKETING STRATEGY 16-20 SEGMENTATION 20 TARGETING ...
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