...thought about it i.e. health checkup - find way to connect benefits with personal’s natural needs 3. Latent – product can’t satisfy cus need i.e. cars- more efficient / food- low calories - measure mkt potential & develop efficient good & service to satisfy demand 4. Declining – sales drop, buy less frequently i.e. กระเช้ าbrand ทาไงก้ ได้ ให้ sales เพิ่ม เช่น -product development change product features -mkt development new target mkt - find new way of use, more effective communication, sales pro 5. irregular- purchase vary on season i.e. hotels/cinema/ restaurant - Smoothen demand sales pro, flexible pricing, other incentives - Low season- low price 6. Unwholesome- cigarette/alcohol Demand for unethical product- reduce habit by use fear communication/ price hikes/ reduce availability - cause dissatisfaction i.e. บุหรี่ ที่ USA รณรงค์ให้ คนสูบน้ อยๆ เพื่อให้ เป็ นลูกค้ ามันไปได้ นานๆ (อย่าเพิ่งรี บตาย) 7. Full – no surplus/shortage demand=supply /Buying amount=amount produce - maintain demand 8. Overfull- demand > supply Reduce demand temporarily/permanently “demarketing” i.e. เด็กในห้ องเยอะ อาจารย์เก๊ กดุ forceให้ เด็กออกจากsec Marketing Management MM 1-2013 2 “Midterm Review” By: cherriie.cherry* :) New mkt realities Major societal forces 1. Network IT - right target mkt - faster -forecast accurately - set price more suitable - get more info. Research 2. Globalization – world becomes one 3. Deregulation- no more regulation 4. Privatization- private ownership (ให้...
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...Is Russia a suitable home market for TCL? How does it compare to other emerging markets? Yes because… * New MNE expected to enter Russia on its accession to the WTO (TCL seeked to grow revenues from the enterprise segment, with stickier relationships and better margins.) * highlights commitment to extend global footprint into the emerging markets(1) Emerging market focus: Sought to position itself as the go-to provider of services when large companies sought to expand in the emerging market regions. * TLC can offer latest technology and no legacy systems to the country, it has good and modern infrastructure. (Since TCL’s infrastructure had been built in the 21st century, it could offer customers latest technologies (no legacy systems) * GDP growth 4% vs 5.5 % Telecom industry * Gravity model 2011 US billion (GDP) | Distance (kms) | India : 1887 | India/Russia : 4986 ; India/Bra:14775; India/Indone : 4485 | Russia: 1857 | T(IR)= 702.7996 | Brazil : 2474 | T (IB) = 315.9687 | Indonesia : 846 | T (II)=355.9424 | | | No because * Biggest territorial extension. Negative fact because of Telecom reachability. TLC lacks deep-in country infrastructure, making the company less competitive for networks requiring many sites in each country. Because of Russia’s extension and current infrastructure, TLC needs to consider additional investment CAPEX to target untapped international connectivity market through fiber network. * Russia...
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...MKT 315 WK 6 QUIZ 4 CHAPTERS 8 & 9 To purchase this visit here: http://www.activitymode.com/product/mkt-315-wk-6-quiz-4-chapters-8-9/ Contact us at: SUPPORT@ACTIVITYMODE.COM MKT 315 WK 6 QUIZ 4 CHAPTERS 8 & 9 MKT 315 WK 6 Quiz 4 Chapters 8,9 MULTIPLE CHOICE 1. Why does it make sense to sell high-priced and exclusive merchandise such as diamonds, rare Cognac, or Waterford Crystal, through warehouse club channels? a. The warehouse clubs attract thousands of customers each year. b. Companies can sell last year’s style/model easily at the warehouse club. c. Two-thirds of the shoppers at a warehouse club are business owners, many of whom are successful and affluent. d. These types of manufacturers are changing their distribution channels to include mass merchandisers, discount stores, and warehouse clubs in order to reach more potential buyers. e. It makes no sense for these manufacturers to sell products at a warehouse club and diminish the image of their brand or product name. 2. The emphasis on channel design strategy is to help the firm gain ___________. a. lower variable costs b. a more efficient operation c. strong channel members that will help the firm gain sales d. a recognizable name and image among buyers e. a competitive sustainable advantage 3. The market constructs used in the text to analyze markets in relation to channel design strategy consists of all of the following dimensions except: a. Market density. b. Market behavior. c. Market...
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...Philips Vs Matsushita Scm 1. A New Century, a New Round Scott Campbell - Christina Connolly - Maureen Stafford MBAM 619.11 March 30, 2009 versus 2. Foundation Founded in 1892 by Gerard Philips in Eindhoven, Holland Tradition of caring for its workers Innovation as a core strength One product focus on light-bulbs (initially) + Gerard’s technological prowess enable significant innovations Strong research vital to company’s survival Philips built its success on a worldwide portfolio of responsive national organizations 3. Foundation Founded in 1918 by Konosuke Matsushita in Osaka, Japan “ Seven Spirits of Matushita” and cultural and spiritual training are key First Japanese company to adopt the divisional structure “ One-product-one-division” Internal competition fostered among divisions Matsushita built its success on its centralized, highly efficient operations in Japan 4. Tangible and Intangible Assets Physical Assets: new labs Regulators: Common Market erodes trade barriers External Assets Financial Assets Suppliers Customers Employees: competitive/loyal Owners Brand Capital, Relationship Capital, Knowledge Capital Individual Capital, Team Capital Human Capital: strong experts Intellectual Capital Society Competitors: Sony, Matsushita, General Electric Organizational Fiscal Responsibility Boundaries Market Boundaries Society Boundaries Intangible Assets Supply Chain Boundaries Organizational Boundaries Tangible Assets 5. Tangible and Intangible Assets Physical Assets External...
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...Segmentation and Target Market Paper Menai Edwards Marketing (MKT 571) August 6, 2013 Professor: Susan Heywood In the following paper, I would like to focus on Marriott International, Inc., a leading lodging company with over 3,100 lodging properties in the United States and 66 other countries and territories (Marriott International, Inc. Corporate Headquarters, 2008). My key task is to discuss market segmentation, targeting and positioning strategies of the company with the following brands: Marriott Hotels & Resorts and Courtyard by Marriott in the same marketplace, Asia-Pacific. As the fast expansion in economy of Asia-Pacific, the hospitality industry has a bright perspective in this region. Especially in China, the hospitality industry during the past 30 years is a prime example of how the nation’s economy has also sharply developed. In recent years many big hotel chains became aware that seizing the market in Asia-Pacific is pretty important for their development. Marriott International is one of them. Since 1989, Marriott International has grown from one property in Asia-Pacific to over eighty properties. Over the past 16 years, Marriott has expanded its resort portfolio to include 15 resorts across the region. And in China since 1989, Marriott has grown from one property in Hong Kong to 32 hotels throughout the country (Marriott International, Inc. Corporate Headquarters, 2008). The hospitality industry today, customers don’t just need a place...
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...Intern. Mkt 4410 Export Plan Grieve case- Export Plan 1) Product: Laboratory and Industrial ovens and furnaces Tariff Number: 8417.80.00 2) Target Market: Singapore [pic] [pic] Singapore is located in Southeast Asia in between Malaysia and Indonesia. With a population of about 5.3 million, the people of Singapore are divided ethnically but mostly, about 75%, are Chinese. The next two ethnic groups are Malaysian and Indian. Mandarin and English are the two prime languages spoken in Singapore. The economy they have adopted is the free market economy, they have an open and corruption free environment, and have a GDP that ranks 7th in the world at approximately $62,000. With their stable prices and high levels of exports, Singapore is on its way to be one of the most established countries in Southeast Asia. 3) Market Entry Requirement: The Singapore market is easier to enter for Grieve because of the Free Trade Agreement that Singapore and the U.S. created in 2004. This agreement has been mutually beneficial for both countries, increasing their trade by 54% and making the U.S. the 3rd largest supplier of goods to Singapore. The agreement states that there are zero tariffs between the two, and there can not be an increase of any duties on U.S. products. Due to the open relationship, Grieve should be able to jump into the equation and utilize the free trade laws that in place to his advantage. It is the ideal location for market penetration due to...
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...Running Page: “eBay in Asia” Assignment #5 “eBay in Asia” MKT 505 International Marketing Dr. Deborah Hill 1. Analyze the key factors that have caused eBay to struggle in Japan, China, and other Asian markets to determine if these mistakes could have been avoided. eBay is an online auction site that works as the middle man of buyers, sellers, and businesses. They allow sellers and buyers to auction or sell their products or services on their site for a fee. eBay struggled in Japan and other Asian countries for a number of reasons such as: Yahoo! Japan – The rival auction company started about 4 years prior to eBay coming to Japan. They were offering free services such as news, chat, and email on the world wide web. As the site began to see more users, advertisers began to pay to add banners on the site. Soon after Yahoo! Japan was encouraged to start an on-line auctioning site to cater to China. It was not easy for Yang the founder of Yahoo to decide. He was told that eBay would soon come in and take over. The on-line auction started in September of 1999, while eBay’s started in Feb of 2000 (Keegan and Green pp.482). The early entry in the market was a success for Yahoo! Japan and a failure for eBay. eBay did not take the time to research and study the market or culture of Japan. eBay thought that the same approaches they had used in other countries would also work in Asian countries. Yahoo! Japan did not charge any fees for or commissions...
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...12/02/2011 Strategy Analysis of H&M | Maissaa BEN TAHRA | Strategy: Dr Darrell Jaya-Ratnam | Knowledge, Strategy and Business Analysis | Strategy: Dr Darrell Jaya-Ratnam | Knowledge, Strategy and Business Analysis | REPORT OF STRATEGIC ENVIRONMENT ANALYSIS | There are many external factors affecting the fast fashion industry most importantly in H&M’s case is the transportation cost and price of oil | External factors change in the markets of production. Raw material prices have increased; cotton prices for example almost doubled in 2010. H&M has to adapt to changing conditions but always in accordance with their business concept – to offer customers fashion and quality at the best price. | There is a mix of external shocks in the fast fashion industry: * Economic slowdown * Energy costs (oil price) * Employment level * Change in regulations * Logistics (i.e. shipping time) * Transportation cost and time (H&M owns design but do not own factories therefore it is importing most of its goods from china which results in high transportation costs) * Use of IT * Raw material price fluctuation (e.i: cotton’s price have doubled up in 2010) There is a mix of external shocks in the fast fashion industry: * Economic slowdown * Energy costs (oil price) * Employment level * Change in...
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...Shuntres L. Willis Global Mkt. 3420 Dr. George Nakos 19 November 2012 Diebold 1. Why do you think Diebold choose this mode of expanding internationally? What were the advantages and disadvantages of this arrangement? Diebold was able to use Philips first and then IBMs distributions systems and gained knowledge about international markets, and reputation. By the 1970s and 1980s the growth of the Diebold was driven by the rapid expectance of ATM in the USA. The company initiated to sell ATM machines in foreign markets in the 1980s. Diebold forged a distribution agreement with the large Dutch multinational company Philips. With this agreement, Diebold manufactured ATMs in the United States and exported them to foreign customers after Philips had made the sale. Therefore, the company selects the entry mode of exporting which is usually the first step for a firm which intend expanded internationally. The advantage is a foreign consumer could trust IBM more easily than a brand of which it never heard of, and the disadvantage were that Diebold could not control the attention its products received from Philips and IBM. 2. What do you think prompted Diebold to alter its international expansion strategy in 1997 and start setting up wholly owned subsidiaries in most markets? Why do you think the company favored acquisitions as an entry mode? Diebold faced a saturated domestic market and increasing foreign demand, especially in developing countries like China, India and...
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...Marketing Strategies and Subculture O’Terral Maze MKT/554 October 28, 203 Professor Sandra Payne Marketing Strategies and Subculture Using promotional strategies to achieve successful product positioning is necessary to reach the appropriate market segment. According to Peter & Olson (2008) ” market segmentation as the process of dividing a market into groups of similar consumers and selecting the most appropriate group(s) and individuals for the firm to serve” (p. 369). TRIAAD Research Group has been tasked with marketing flavored cigarettes to European and other international markets for the Exotic Smokes Cigarette Company. To build a consistent brand message across all markets, TRIAAD will use a standardized marketing approach. TRIAAD will have to use different market strategies to market flavored cigarettes within the different subcultures. Subcultures are “cultural subgroups differentiated by status, ethnic background, residence, religion or other factors that functionally unify the group and act collectively on each member” (“The Free Dictionary”, 2013). This paper will provide the market strategies used to market flavored cigarettes to the subcultures of African American, Hispanic, and Asian. African American The marketing strategies that would be used to market flavored cigarettes within the African American should first start with the brand name. The brand name should be printed in languages like Gullah and Creole. Further the pricing of the...
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...Environmental Factors Paper Liya Li MKT/421 Mark Vitale Walmart is a company that continues to remain at the top of the global business list with superstores across Latin America, Asia and North America. During the past decade the company has made its mark by expanding its concept of the supermarket across the globe. While its domestic market does well, globally Walmart has been a success. Considering external factors is a priority for companies entering the global market. There are many environmental challenges from a current domestic market including differences in technology, economy, competitive atmosphere and social/cultural standards. In countries where the idea of supermarkets must be introduced rather than enhanced Walmart had its job cut out entering foreign markets. Extensive market research, service development and channels of distribution were key factors in creating an effective marketing strategy. With a global marketing budget of $2.4 million the company works with different agencies in developing nations such as India, China and Mexico where it sees opportunities in big economic challenges. (Hall 2010) The advantage of entering into developing countries is to recruit local communities and make every day necessities more affordable to the general public. Socially many countries lack the concept of supermarkets and in place rely on smaller convenience...
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...Emerging Market Mutual Fund Performance and the State of the Economy∗ Ayelen Banegas November 2010 Abstract Following the financial liberalization of many Asian, European, and Latin American countries emerging markets have become a central player in the global economy. As a result the universe of equity funds investing in these developing economies has been in continuous expansion. In this paper we propose a set of asset class specific predictive variables for emerging markets and exploit them in order to identify those funds that outperform the market in different phases of the economic cycle. We employ a comprehensive survivorship-bias free universe of global and regional emerging market funds and use a Bayesian framework that incorporates predictability in manager skills (stock selection and benchmark timing skills), fund risk loadings and benchmark returns by exploiting ex-ante business cycle related state variables. Our results provide empirical evidence of return predictability and the economic value of active management in emerging markets. ∗ I would like to thank Allan Timmermann for his guidance and support. I am also grateful to James Hamilton, Bruce N. Lehmann, Ross Valkanov and Debbie Watkins for their helpful comments. I also benefited from discussions with Ben Gillen. Finally, I want to thank Russ Wermers for providing me with the mutual fund dataset. 1 1 Introduction During the last decades the mutual fund industry has been continuously...
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...COURSE: MKT. 2500*08 Semester: Spring 2010 Professor: Prof. Vaccaro Company Name: Lenovo Group Limited STUDENT NAME& EMAIL& PHONE #: LENOVO CASE PAPER For Principles of Marketing MKT. 2500 With Citations & References Table of Contents I. Background a. The Industry b. The Company c. Product/Services d. Target Market II. Key Issues/Problems III. Alternative Solutions a. Alternative #1 b. Alternative #2 c. Alternative #3 IV. Key Recommendation Ⅴ. Bibliography/References Pg. 3-5 Pg. 3 Pg. 3-4 Pg. 4 Pg. 5 Pg. 5-8 Pg. 9-10 Pg. 9 Pg. 9 Pg. 10 Pg. 11 Pg.12 I. Background a. The Industry “The global PCs market has seen a shift in consumer preference to the budget range PC, from the PC at the cutting edge of technology. Consequently, despite increasing volume sales, the majority of PC markets have lost value in recent years. Strong growth in the Asia-Pacific markets have somewhat buoyed the global market. The global PCs market reached a value of $142.9 billion in 2003, having grown with a compound annual growth rate (CAGR) of 0.7% in the 1999-2003 periods. The leading revenue source for the global PCs market in 2003 was the desktop sector, which accounted for 69.3% of the market’s value. In value terms, this sector was worth $99 billion in 2003. During the next five years, the market is expected to experience steadily growing...
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...Dusti Snaith MKT/421 November 21, 2011 Creig Foster Starbucks: Environmental Factors Starbucks opened its first store in 1971 located in Seattle, Washington (Starbucks Corporation, 2011). The company quickly grew to the public company it is today. As of July 2011, Starbucks has more than 17,000 stores. With this growth has come environmental, social and ethical responsibility. Starbucks strives to continually do business in a socially, environmentally friendly, and ethically responsible way. Global & Domestic Environmental & Economic Factors Starbucks is affected by many high-level domestic and global environmental and economic factors. Making marketing decisions with these factors in mind help Starbucks succeed. Many people are suffering from job loss which has led to the loss of homes. Marketing in times of economic crisis needs to be sensitive to these situations. Starbucks is historically high priced, but since the economic crisis, they have made some pricing changes that help keep their customers. Starbucks is an international organization. Stock prices are falling and investors and lenders are increasingly conservative. As a publically traded company, Starbucks is required by law to disclose financial numbers. Investors are disappointed in falling sales and new investors are reluctant to buy stock. Starbucks is feeling the negative impacts of a down economy. Marketing in a down economy requires flexibility. Pricing strategy changes are one...
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...MKT 533 Branding Strategy Cases Dr. Diane Badame Fall 2015 The price of this reader reflects a 20% discount on production costs, due to the early submittal of material by the instructor. Dear Student: Reproduction of copyrighted material, without prior permission of the copyright owner, particularly in an educational setting, is an issue of concern for the academic community. Unfortunately, the impropriety of much unauthorized copying is all too often overlooked by users in an educational setting. Although copying all or part of a work without obtaining permission may appear to be an easy and convenient solution to an immediate problem, such unauthorized copying can frequently violate the rights of the author or publisher of the copyrighted work, and be directly contrary to the academic mission to teach respect for ideas and the intellectual property that expresses those ideas. With that in mind, the University Bookstore has sought permission and paid royalties for all materials enclosed. The price of your reader reflects those necessary costs. This material comes from "Questions and Answers on Copyright for the Campus Community," Copyright 1993 by National Association of College Stores, Inc. and the Association of American Publishers. MKT 533 – Branding Strategy Dr. Badame, Fall 2015 UNIVERSITY OF SOUTHERN CALIFORNIA MARSHALL GRADUATE SCHOOL OF BUSINESS MKT 533 – BRANDING STRATEGY 1.5 CREDIT COURSE FALL 2015 ___________________...
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