...1 Principles of Marketing Marketing: Managing Profitable Customer Relationships Learning Objectives After studying this chapter, you should be able to: 1. Define marketing and outline the steps in the marketing process 2. Explain the importance of understanding customers and the marketplace, and identify the five core marketplace concepts 3. Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy 4. Discuss customer relationship management, and identify strategies for creating value for customers and capturing value from customers in return 5. Describe the major trends and forces that are changing the marketing landscape in this age of relationships 1-2 Chapter Concepts 1. 2. 3. 4. 5. 6. 7. 8. What Is Marketing? Understanding the Marketplace and Customer Needs Designing a Customer-Driven Marketing Strategy Preparing an Integrated Marketing Plan and Program Building Customer Relationships Capturing Value from Customers The New Marketing Landscape So, What Is Marketing? Pulling It All Together 1-3 What Is Marketing? Marketing Defined Marketing is the process by which companies create value for customers and build strong customer relationships to capture value from customers in return 1-4 What Is Marketing? The Marketing Process 1. 2. 3. 4. 5. Understand the marketplace and customer wants and needs Design a customer-driven marketing strategy Construct...
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...Classic Airlines Marketing Concepts [student] MKT/571 February 11, 2013 [instructor] Classic Airlines Marketing Concepts The marketing team for Classic Airlines is facing the task of renewing the appeal of an aging airline struggling to maintain financial viability in the face of legacy costs and a decreasing base of loyal customers. They are facing an ideological division between the CEO and CFO believing too much in numbers, and the CMO maintaining that customers determine value in ways other than price (University of Phoenix, 2008, pp. 3-4, 9). The challenge for the marketing team is getting the company to embrace that they must, as Jack Welch said, “change or die” (Kotler & Keller, 2006, p. 4). Focusing on things like a 15% cost reduction target and hedging fuel prices have led to a 20% reduction in loyalty program membership, a 10% decrease in share prices, and a looming situation with union obligations (University of Phoenix, 2008, pp. 1-2, 4, 8). Marketing Concepts To improve the outlook for Classic Airlines the marketing team knows that they will have to use some basic marketing concepts to put themselves back on the map. They plan on using their existing CRM system as a means to gather data on existing customers, conducting a thorough analysis of their current competition, and using their “fundamentally solid and robust system that's globally accessible” to form new strategic alliances (University of Phoenix, 2008, pp. 5-6, 9)...
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...Assignment 1: Company Introduction, Market Segmentation, and Product Positioning Strayer University MKT 500 Marketing Management October 27, 2013 Flour and Fleur, LLC. is a local bakery located in Raleigh, North Carolina. It was formed in 2013 as a Limited Liability Corporation and currently operates one location in the heart of downtown Raleigh. The owner and operator of Flour and Fleur is Andy Vu. After years in the event and wedding industry he decided to expand and take on his passion for baking. He works closely in the bakery and can be found whipping up new flavors of macarons or decorating cupcakes. His passion is to create great baked goods with the highest quality possible. That is why the company’s mission statement is as follows: “Our mission is to provide sweets, treats, and baked goods that are comprised of local quality ingredients to our customers with a quality, taste, and uniqueness that cannot be found elsewhere.” Our menu consists of cupcakes, muffins, macarons, croissants, doughnuts, a variety of breads, cookies, brownies, and many other baked goods that change every day. We also take requests if there is not an item that you do not see on our menu. We post our menu for the next day every night and try our best to update the menu throughout the day based on availability. Our mission is to make sure that you get the baked goods you want. We want to provide whatever community we operate in a place to get delicious baked goods and treats....
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...Jaclyn A Smith Week 4 Assignment 1: Your Marketing Plan Dr. Dotty Heady Mkt 500 - Marketing Management 11.2.15 Backpacks are an essential part of every young child’s life. From the moment a child begins their educational career, backpacks become a necessary component in order to transport required materials. There are a myriad of choices when it comes to backpacks from superheroes, princesses, generic colors, etc. The right backpack can represent a child’s individual personality just as the wrong backpack can make the best child child extremely unhappy. The issue with these backpacks, however, are that they are not truly unique to that child. If ten children all purchase the same “Frozen” or Pottery Barn Kids backpack, they are truly not capitalizing on their own unique personality. To that end, my company New Me, is an online backpack boutique in which children can create their own unique backpack design. The site allows each child (or adult) to create a unique backpack with their choice of colors, prints, and even a name personalization tool. With a wide array of colors, patterns, and prints to choose from, the chances of any individual mimicking the same exact creation is virtually impossible. While this idea is innovative in the sense that each bag will be unique, there are several factors that must be considered when launching a business. The key to being a success in an industry that is already oversaturated with products is to do a good job of not only gathering...
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...La empresa escogida es “Dell Computers”. Dell es un equipo de ventas orientada a empresa que comenzó en 1984 por Michael Dell en Austin, Texas. Computadoras Dell se centra en la satisfacción del cliente. Esta satisfacción se inició con la idea y el diseño, la fabricación, el caja, la venta, y continúa con el apoyo técnico después de la venta. Sin la interacción entre los departamentos y equipos de trabajo en equipo Dell no sería el 500 líder mundial en el sector de la informática que se ha convertido hoy en día. Con este esfuerzo de equipo Dell ha construido una reputación de calidad e innovación a nivel mundial. La función del departamento de ventas es vender el producto para generar ingresos. Estos ingresos deben cubrir los gastos generales de toda la tienda, así como pagar la renta para los empleados considerados empleados de ventas. Los empleados de ventas no manejar todas las tareas del día a día que mantener la empresa en funcionamiento, tal como diseño por ordenador de productos, gestión, finanzas, inventarios, recursos humanos, manufactura, pruebas, investigación y desarrollo, para nombrar unos pocos. Sin todos los demás departamentos el producto final de un ordenador Dell no estaría disponible para el vendedor a vender al consumidor. Dell sigue modernizar sus procedimientos de manera continua para satisfacer las necesidades del consumidor y mantener la comunicación constante de los departamentos. La continuación de las pruebas para mejorar los productos actuales de...
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...Assignment One Andre Williams Strayer University MKT 500 Dr. Keith Jones January 23, 2011 Marketing Objectives The main objective of Quality Care Behavioral Services, LLC’s (QCBS) marketing plan is to increase public awareness with a complete marketing promotion that will result in an increase in the total amount of clients served. QCBS currently serves five individuals in a a range of twenty two counties located in west Tennessee. QCBS is expecting a 100 percent increase in the total amount of clients served. West Tennessee currently has 12 behavior support and management agencies that provide services for individuals with intellectual and developmental disabilities and 5 that specialize in autism, as well as more than 20 residential service providers. The total amount of clients served by residential providers exceed 4500 with a waiting list that surpasses 2300 individuals that have been evaluated and are in need of services. Many of these future service recipients are located in mental health institutions while others are misplaced in array of nursing homes located in west Tennessee. QCBS has only been in business one year and is anticipating an increase in the budget for the total amount of service recipients served, or an additional $25,000. QCBS marketing initiative has the following objectives. * Maximize limited marketing monies to improve the exposure of their agency. * Increase the operating budget by 50% while maintaining...
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...Organization The company that I will examine in this paper will be the company that I am currently employed by Phoenix Consulting Group (PCG), Inc. Phoenix is a Department of Defense contractor that offers training services to the Intelligence Community. This company is operated in various places throughout the United States to include a corporate office in Alabama, support offices in Florida and Arizona and a Training Centre in Alexandria Virginia. The office that I work at is the Alexandria Office located at 5453 Richmond Highway. Phoenix prides itself on the training services that are offered to their customers, their specialty is in Human Intelligence (HUMINT). Mission Statement Provide the highest quality intelligence-related training, augmentation support and specialized consultative and research/studies services to our government and private sector customers. Major Services PCG will provide off-the-shelf, or customized off-the-shelf training to meet specific agency needs related to security/intelligence management, organizational, and security/intelligence services, such as, but not limited to: • Security team building • Practical exercises • Trade show elicitation skills • Intelligence team building • Platform instruction • Security techniques • Elicitation techniques • Quality management • Security elicitation techniques • Strategic planning • Counterintelligence techniques • Security elicitation techniques • Training manuals • Presentation...
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...The Passion for Ridgid Tools MKT/421 The Passion for Ridgid Tools Throughout the years the lives of many have been influenced by passionate individuals, such as Thomas Jefferson, Bill Gates the founder of Microsoft, who revolutionized the computer industries, and Leonardo da Vinci an inventor years ahead of his era (Miller, 2014). In today’s society individuals are free to express their passion in whatever peaks their interest and one of those things are tools. A handy man, contractor, or just hobbyists have one thing in common, and that’s their passion for his or her tools. Notwithstanding, certain elements need to be present for customer loyalty and those elements include customer service, warranty, and durability of the tools. There are many manufacturers in the industry of tools, some of which manufacture hand tools while others manufacture power tools or even heavy equipment. At the same time, some manufacturers make all three types of tools. Moreover, among some of the well-known tool manufacturers available are Ridgid, Craftsman, and Snap-on. Even though, these three companies are among the most popular of tool brands in the United States, each have benefits and drawbacks. Benefits Ridgid, Craftsman, and Snap-on all have one very important thing in common that plays a major role with the purchasing decision of the passionate tool user, and that is all three carry a lifetime warranty on mechanic’s tools; such as wrenches, ratchets, screwdrivers, sockets...
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...Project 3 - Understanding the basic elements of a business plan Jose Montiel MKT 304 Fortune 500 Company: Molina Healthcare Inc. Rank: 301 (2015) Up from 393 (2014) Mission Statement Molina Healthcare's mission since inception has been to provide quality health services to financially struggling families and individuals. Molina Healthcare offers health insurance plan options, medical clinics in various states, and a health management information system as part of its business plan, which no other organization of its kind does all three. Review of company Molina Healthcare’s goal since it was founded in 1980, was to be a healthcare provider for low-income families in the Long Beach, CA area and they have grown immensely by concentrating on that market. They have expanded to 11 states and continue to look for opportunities to enter new ones. A key to their success I believe is that they still provide direct medical service through their own clinics, they are not just an insurance company. Keeping the clinics provides their consumers a touchpoint where they can experience the quality care the company promises. Executive Board President and Chief Executive Officer J. Mario Molina, MD Chief Financial Officer John C. Molina, JD Chief Operating Officer Terry Bayer, JD, MPH Executive Vice President...
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...3-‐Year Marketing Plan Xxxxx xxxxxx 05/17/2014 Table of Contents Introduction 2 Mission Statement 2 Product Classification 2 Target Market 3 Analysis of the Competitive Environment 3 SWOT Analysis 3 Strengths 4 Weaknesses 5 Opportunities 5 Threats 5 Marketing Objectives 6 Marketing strategies & Explanation of Strategies 6 Product Strategy 6 Place (Distribution) Strategy 6 Promotion Strategy 7 Price Strategy 7 Product Action Plan Place (Distribution) Action Plan 8 Promotion Action Plan 8 Price Action Plan 8 Measuring Effectiveness and Monitoring Timeline 9 Monitoring Timeline for the First Three Years by Marketing Mix Strategy 9 xxxx Three Year Marketing Plan “The xxxx” Introduction and Company Description Our three-year plan for Company G is focused on increasing sales of all its products as well as delivering quality, and value to its customers. As an innovative leader in the electronics market, Company G is always searching for ways to increase its market share. This creative thinking and originality has lead enter the small electronics arena. The competitive but growing demand for high quality and convenience has lead us to create the Rokit, a sleek wearable product that will change the way we move. The xxxx sport wrist band with its lightweight...
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...INSS 370 Final Exam Study Guide Below is a study guide for your final exam. There will be a combination of true/false and multiple choice questions. 1. Who is responsible for prioritizing the product backlog? 2. What does a burn‐down chart show? 3. What are the principles outlined in the Agile Software Development Manifesto? 4. If our highest priority is to satisfy the customer through early and continuous delivery of valuable software, in general, how can we do that? 5. In agile software processes are the highest priorities to satisfy the customer through early and continuous delivery of valuable software? 6. What traits need to exist among the members of an agile software team? 7. In agile development is it more important to build software that meets the customers' needs today than worry about features that might be needed in the future? 8. The ____ phase of the SDLC includes four main activities: requirements modeling, data and process modeling, object modeling, and consideration of development strategies. 9. One of the main activities in the systems analysis phase is ____ modeling, which involves fact‐finding to describe the current system and identification requirements for the new system. 10. How is planning performed on projects that use Agile approaches? 11. Who should be the main judge of the business value (think of the various roles within an agile team)? 12. How should work be allocated and who should allocate the work to the team in an Agile ...
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...Identifying Good or Bad Statements Anit Maharjan HUMN210-H5WW Meghan Roehll Franklin University 4th April, 2013 a. Nobody in the world today is really good. Yes, I have heard of good people, but not really good people. - Good statement. b. The world is not flat. Well, if you look at a map it is: - in what point of view - bad statement. c. I will need an extended period of laborious cogitation to assimilate the missive. This doesn't make any sense - bad statement. d. The number 2 is odd. Are we talking about an even number? I believe your confusion comes from the fact that 2 is a prime number, but it is still even. It is the only even number that is prime – false statement. e. If you believe in evolution, then your ancestors were filthy apes. There are two kinds of people in the world: - one is god prayer and the next is science believer. If you support the statement from the point of scientific theory of evolution by Darwin, then yes our ancestors are filthy apes, whereas if you think form the side of god’s prayer then the statement is false – good statement. f. Some swans are black. In this statement, I am not sure that some swans are black or not, all swans could be black or white – good statement. g. If you are a human, then you are a person. If you are an individual, then you are alive. Human is a person and of course the person becomes an individual and every individual breaths...
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...អាណាចក្រភ្នំ អាណាចក្រភ្នំ គស 50-630 ទីតាំង * ៣០០លី លិចលីនីយ(ជនជាតិចាម) * ៧០០០លី Jenan(តុងកឹង) * ឈូងសមុទ្រធំមួយ * ទន្លេរធំមួយ លិចនឹងពាយព្យគឺសមុទ្រ * ១លី=៥៧៦ម=១៧២៨គម=> 1. កម្ពុជា 2. កម្ពុជាក្រោម 3. ថៃ(ភាគកណ្តាល) រាជវង្សមាន៖ 1. លីវយី(៥០-៦៨) 2. ហ៊ុនទៀន(៦៨) 3. ហ៊ុនប៉ានហួង៖ដែលជាមេទ័ពបានប្រើល្បិចវាយក្រុងទាំង៧នឹងបានដណ្តើមអំណាចពីព្រះ បាទហ៊ុនទៀន 4. ហ៊ុនប៉ានប៉ាង៖ជាកូនហ៊ុនប៉ានហួង 5. ហ្វាន់ជេម៉ាន់៖ជាអ្នកសំលាប់សោយរាជ្យបន្តរឺក៍ហ៊ុនប៉ានប៉ាងផ្ទេរអំណាចអោយ 6. គិនចេង(២២៥)៖ត្រូវជាកូនរបស់របស់ហ្វាន់ជេម៉ាន់ពីព្រោះគាត់បានស្លាប់ពេលវាយ នៅ គិនស៊ីន 7. ហ្វានឆាន(២២៥-២៤៥)៖បានសំលាប់គិនចេងដើម្បីសោយរាជ្យបន្តដែលត្រូវជាក្មួយហ្វាន់ជេម៉ាន់នឹងត្រូវជាបងប្អូនគិនចេង 8. ហ្វានឆាង(២៤៥-២៥០)៖ជាកូនពៅរបស់ហ្វានជេម៉ាន់បានមកសងសឹកនឹងសោយរាជ្យបន្ត 9. ហ្វានស៊ីយ៉ុន(២៥០-២៨៩)៖បានសំលាប់ហ្វានឆាងសោយរាជ្យបន្ត 10. ធៀនឈូឆានតាន(៣៥៧) 11. កៅណ្ឌិន្យ(៣៥៧)៖គាត់មានកូនពីរគឺស្រីឥន្រ្ទវរ្ម័ននឹងស្រេស្ធវរ្ម័ន 12. កៅណ្ឌិន្យជ័យវរ្ម័ន(៤៤២-៥១៤)៖មានបុត្រាពីរគឺគុណវរ្ម័នជាប្អូននឹងរុទ្រវរ្ម័នជាបងក៍ប៉ុន្តែគុណវរ្ម័នជាអ្នកសោយរាជ្យដែលត្រូវជាកូនកុលប្រភាវតីជាមហេសីរីឯរុទ្រវរ្ម័នជាកូនស្នំ។ដោយមិនសុខចិត្តព្រោះខ្លួនជាបងមិនបានសោយរាជ្យក៍ប្រើល្បិចសំលាប់ប្អូនដើម្បី សោយរាជ្យម្តង។ 13. គុណវរ្ម័ន 14. ចេនឡា ចេនឡា រុទ្រវរ្ម័ន(៥១៤-៥៥៦) គស ៥៥០-៨០២ 15. ឥសីកម្ពុស្វយម្ហូវ៖ 16. ស្រុតវរ្ម័ន៖ 17. ស្រស្ធវរ្ម័ន៖ 18. វីរវរ្ម័ន៖ 19. ភវរ្ម័ន(៩០០-៩២២)៖ * ទីតាំងរបស់ចេនឡានៅត្រង់តំបន់បាសាក់តាមដងទន្លេរមេគង្គដែលច្ចុប្បន្ននៅភាគ អាគ្នេយ៍ប្រទេសឡាវ...
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...– – – – • – – • – • • • • – – – – • • • – – – – – – Wood Stick Holder Premium Wood Stick Holder Glow in the Dark Stick Holder Brass Burner Premium Brass Burner Aroma Ring Votive Holder NIPPON KODO INCENSE HERB & EARTH STICKS STICKS Classic STICKS CONES AFRICAN AMERICAN Family Unity – – Rhythm Sensuality Spirituality • • • • Bergamot Cedar • • • Fashion & Style • Number 4 - 100-st Number 6 - 100-st Chamomile Frankincense Jasmine Lavender Orange Patchouli Peppermint Rose Sandalwood Vanilla GONESH DIFFUSER SETS 3 fl.oz. Coconut Lime Mango Peach Sweet Apple Vanilla Cream REFILLS - 6 oz Coconut Lime Mango Peach Sweet Apple Vanilla Cream HOLIDAY TRADITIONS Number 8 - 100-st Number 10 Number 12 Number 14 Variety 1 (6,8,12) - 30 st Variety 2 (2,4,10) - 30 st MORNING STAR STICKS GONESH® EXTRA RICH Amber Apple Cider Jasmine Lavender Sandalwood Christmas Dream (Winter) Nutcracker Dance (Winter) Snowy Sensations (Winter) Holiday Memories (Winter) SCENTED REEDS & OILS REEDS OILS Black Cherry Cedarwood Cherry Blossom Cinnamon Coconut Dragon’s Blood...
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...Mr. Weidenboerner Period 7 Purpose: To explore sensors and use them to knock down a box filled with bean bags without going over the edge of a precipice. Hypothesis: I think that designs with a high point of impact and and sensor placed out in front of the robot will have the best results. Group 2 | Trial | Distance from the Egde | 1 | 28 mm | 2 | 32 mm | 3 | 35 mm | 4 | 22 mm | 5 | fail | Average | 32 mm | Competion | Group | Average | 1 | 23 mm | 2 | 32 mm | 3 | fail | 4 | 7 mm | Program Flow: 1. #Include “Main.h” 2. 3. void main (void) 4. { 5. int limitswitch; 6. 7. // 0 is pressed 8. // 1 is not pressed 9. Wait (5000) 10. while (1==1) 11. { 12. limitswitch = Get DigitalInput (1); 13. if (limitswitch==1) 14. { 15. Set Motor (1.0); 16. Set Motor (10.0); 17. Wait (200) 18. } 19. else 20. } 21. Set Motor (1.-40); 22. Set Motor (10.40); 23. } 24. } 25. } Results: Group 1 cam in second place with an average of 23 mm from 5 trials. Group 2 (my group), came in third place with an average of 32 mm from the edge of the table. Group 3 came in last place with one fail and not having completed the rest of the trials yet. Group 4 came in first place with an average of 7 mm from the edge of the table. Conclusion: I think that...
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