...Alamo Draft house Case Study 1. Marketing analysts use market position maps to display visually the customers’ perceptions of a firm in relation to its competitors regarding two attributes. Prepare a market position map for Alamo Draft house using “food quality "and “movie selection” as axes. Answer: The market position map for the Alamo Draft house using food quality and movie selection as axes is as follows: Big Small Movie Selection High Low Food Quality 2. Use the “Strategic Service Vision” framework to describe Alamo Draft house in terms of target market segments, service concept, operating strategy, and service delivery system. Answer: The table below illustrates the strategic service vision of Alamo Draft house. The strategic service vision is done using the information presented in the case study and the current situation and the target of the company. Target Market Segment | Service Concept | Operating Strategy | Service Delivery System | 1. The target market for Alamo Draft house is Austin, TX | 1. Affordable tickets | 1. Tables layout and shape for non-disturbance of customers while serving food | 1. Taking orders and delivery of orders without disturbing customers while watching the film | 2. Target People between age of 25-40 years old | 2. Second run films | 2. Special movie experience with offering of food and drinks | 2. Effective service through appropriate number of staff | 3. People between the age of 18-30 are predominantly...
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...For thirteen days, a group of about 200 volunteer Texan soldiers withstood the powerful forces of General Antonio Lopez de Santa Anna’s troops at the Battle of the Alamo. It was here that Davy Crockett became one of the most famous American defenders. What really happened on March 6, 1836, the day Crockett died? His death has always been controversial. Did he die fighting to the end like Walt Disney’s movie portrays, or was he violently executed? According to eyewitness Jose Enrique de la Pena’s diary, Santa Anna’s troops “...with swords in hand, fell upon these unfortunate, defenseless men just as a tiger leaps upon his prey,” (104) including Davy Crockett. Many historians have argued about the credibility of this diary, and James Crisp wanted to find out the truth as well. In his book, Sleuthing the Alamo, he goes into deep detail about what he did to try to determine if the diary was a forgery or not, and what he eventually found out....
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...l2012 Business Plan. English Immersion Oasis Movie Theater Members: Lianabel Castillo Liliana Cruz Rafael Fernández Raúl de la Mota Yanet Peguero Teacher: María Alejandra Grullón November 14th 2012, Santo Domingo, Dom. Rep. Oasis Movie Theater 2 INDEX 1. EXECUTIVE SUMMARY………………………………… 5 2. BUSINESS DESCRIPTION ………………………………..7 2.1 Company Name ……………………………………….8 2.2 Company Description …………………………………8 2.3 Mission, Vision & Objectives ………………………...9 2.4 Corporative Image …………………………………..10 2.5 Critical Success Factors ……………………………..12 2.6 Legal Process …………………………………………13 2.7 S.W.O.T Analysis …………………………………….13 3. MANAGEMENT …………………………………………..14 3.1 Management team and functions ……………………..15 4. PRODUCTS AND SERVICE ……………………………..18 4.1 Service/Products Description ……………………….19 4.2 Unique Selling Propositions …………………………21 5. THE MARKET …………………………………………….22 5.1 Industry and Competitor Analysis …………………23 5.2 Surveys Results ………………………………………29 5.3 Market Analysis ……………………………………...33 5.4 Target Market ………………………………………..33 6. OPERATIONS …………………………………………….35 6.1 Location ………………………………………………36 6.2 Suppliers ……………………………………………...36 7. MARKETING STRATEGY ……………………………...38 7.1 Pricing Strategy ……………………………………...39 7.2 Sales Strategy ………………………………………..39 7.3 Distribution Channels ……………………………….40 7.4 Promotion Strategy ………………………………….40 7.5 Marketing Mix ……………………………………….42 Oasis Movie Theater 3 8. ACCOUNTING ISSUES ………………………………….43 8.1 Investment ……………………………………………44 8.2 Expenses...
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...The Magnificent Seven, the 1960 remake of Kurosawa’s Seven Samurai – a movie itself indebted to the American western – by John Sturges is a prime example of this trend. A group of American outlaws (in Kurosawa’s original version the men were rōnin, masterless samurai who were likewise treading their lives outside of the respectable social order) come to help a Mexican village that is being periodically raided by a group of bandits. The men agree to defend the village despite the poor pay and being hopelessly outnumbered, and in the end most of them will get killed when doing so. However, at least initially it is not a question of honour or “doing the right thing” for the seven gunfighters. They all have divergent, mostly selfish reasons for taking up the job, but eventually come to appreciate each other, if not the...
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...content of daily Twitter feeds by two mood tracking tools, namely OpinionFinder that measures positive vs. negative mood and Google-Profile of Mood States (GPOMS) that measures mood in terms of 6 dimensions (Calm, Alert, Sure, Vital, Kind, and Happy). We cross-validate the resulting mood time series by comparing their ability to detect the public’s response to the presidential election and Thanksgiving day in 2008. A Granger causality analysis and a Self-Organizing Fuzzy Neural Network are then used to investigate the hypothesis that public mood states, as measured by the OpinionFinder and GPOMS mood time series, are predictive of changes in DJIA closing values. Our results indicate that the accuracy of DJIA predictions can be significantly improved by the inclusion of specific public mood dimensions but not others. We find an accuracy of 87.6% in predicting the daily up and down changes in the closing values of the DJIA and a reduction of the Mean Average Percentage Error by more than 6%. Index Terms—stock market prediction — twitter — mood analysis. I. I NTRODUCTION TOCK market prediction has attracted much attention from academia as well as business. But can the...
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...decision making? By extension is the public mood correlated or even predictive of economic indicators? Here we investigate whether measurements of collective mood states derived from largescale Twitter feeds are correlated to the value of the Dow Jones Industrial Average (DJIA) over time. We analyze the text content of daily Twitter feeds by two mood tracking tools, namely OpinionFinder that measures positive vs. negative mood and Google-Profile of Mood States (GPOMS) that measures mood in terms of 6 dimensions (Calm, Alert, Sure, Vital, Kind, and Happy). We cross-validate the resulting mood time series by comparing their ability to detect the public’s response to the presidential election and Thanksgiving day in 2008. A Granger causality analysis and a Self-Organizing Fuzzy Neural Network are then used to investigate the hypothesis that public mood states, as measured...
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...Strategic Analysis Marcel Campbell University of the Incarnate Word Table of Contents Executive Summary………………………………………………………………… 3 Company Overview…………………………………………………………………. 4 Mission, vision, Values……………………………………………………………… 5 History……………………………………………………………………………….. 6 Key Executives………………………………………………………………………. 7 Logo………………………………………………………………………………….. 8 Awards……………………………………………………………………………….. 9 Internal Analysis……………………………………………………………………. 10-22 External Analysis…………………………………………………………………….23-36 Strategies…………………………………………………………………………… 36-53 References………………………………………………………………………….. 54-58 Executive Summary Groupon Humans are living in the digital age and technology has become crucial to the development of the world. Technology helps people in many positive ways, such as faster communication, easy access of vast quantities of information, and efficient, fast transportation. Therefore, businesses also benefit from technology. Technology helps companies to reach consumers fast and help to study the behavior of consumers when buying a product or service to create profit. Groupon uses technology to provide coupons to savvy consumers. Groupon is a company in the daily deals industry. The company provides daily deals online, usually provides coupons with a half price discount from local restaurants, bars, movie theaters, luxury hotels; helping other companies to attract customers by offering savings on things to eat...
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...Betsy Serrano | Nicole Arce | Britany Linton | Nirbhik Trehan | Dawn Shipley | Priscilla Esparza | Dayna Best | Steven Dawson – Roberts | Elanor Pitts | Steven Vargas | Evan Schlinkert | Thomas Vo | James Palmer | Tommy Mohoric | John Howe | Tracy Vasquez* | Maddy Aliotti | | Professor Eric Kolhede*Coordinator | | Table of Contents I. Executive Summary 1 II. Research Problem 3 III. Situation (SWOT) Analysis 7 A. External Macro-environmental Forces 7 1) Demographic and Social/Cultural Trends Purpose 7 2) Economic Environment 16 3) Technological Dimension 21 4) Political Environment 27 5) Legal Environment 31 6) Cooperative Environment 33 7) Product Market Analysis 36 8) Competitive Analysis 50 B. Internal Environment 71 1) Introduction 71 2) Resources 75 3) Marketing Mix Program 77 4) Conclusion 77 IV. Primary Research 79 A. Focus Groups 79 B. Sampling Plan 93 1) Population 93 2) Sample Size 94 3) Sampling Method 94 V. Primary Research Findings - Uni variate Data Analysis 99 VI. Strategic Marketing Plan 123 A. Segmentation Analysis 123 1) Identifying Segments 123 2) Segment Profiles 124 B. Targeting Strategy 128 C. Positioning Strategy 128 1) Followers 128 2) Casuals 129 3) Aficionados 129 D. Product Strategy 130 1) Current Product Mix 130 2) Product Objectives 130 3)...
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...Extraterrestrial Hypothesis The extraterrestrial hypothesis (ETH) is the hypothesis that some unidentified flying objects (UFOs) are best explained as being physical spacecraft occupied by extraterrestrial life or non-human aliens from other planets visiting Earth. Etymology Origins of the term extraterrestrial hypothesis are unknown, but use in printed material on UFOs seems to date to at least the latter half of the 1960s. French Ufologist Jacques Vallee used it in his 1966 book Challenge to science: the UFO enigma. It was used in a publication by French engineer Aimé Michel in 1967,[1] by Dr. James E. McDonald in a symposium in March 1968[2] and again by McDonald and James Harder while testifying before the Congressional Committee on Science and Astronautics, in July 1968.[3] Skeptic Philip J. Klass used it in his 1968 book UFOs--Identified. In 1969 physicist Edward Condon defined the "Extra-terrestrial Hypothesis" or "ETH" as the "idea that some UFOs may be spacecraft sent to Earth from another civilization or space other than earth, or on a planet associated with a more distant star," while presenting the findings of the much debated Condon Report. Some UFO historians credit Condon with popularizing the term and its abbreviation "ETH". Chronology Although ETH, as a unified and named hypothesis, is a comparatively new concept - one which owes a lot to the saucer sightings of the 1940s–1960s, it can trace its origins back to a number of earlier events such as the now...
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...PAPER…………………………………..…………………...........................18 MLA STYLE OF PARENTHETICAL/IN-TEXT CITATIONS………………………………….19 PLACING CITATIONS IN THE PAPER…………………………………………………………..21 FORMATTING AND TYPING THE REPORT USING THE MLA STYLE…………………26 TYPING THE WORKS CITED PAGE AND SAMPLE TITLE PAGE..........................29 PREPARATION Research is the process of gathering information from different sources on a particular topic. In daily life students may research buying a song on the Internet, buying a new MP3 player, an iPod, or any other product of interest. At school, students may have to research a historical topic, an author or literary work, or a contemporary issue and present their findings in a paper, PowerPoint presentation, or in a movie format. All of this is part of the process of asking questions, looking at the available information, and coming to a conclusion based on the information found and then documenting the information used. While the process of researching varies, the following steps are useful in preparing the research paper: 1. 2. 3. 4. 5. 6. 7. 8. Selecting and limiting the topic Preparing a working bibliography Reading and taking notes Formulating a thesis Developing a working plan Writing the first draft Writing the revised...
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...PAPER…………………………………..…………………...........................18 MLA STYLE OF PARENTHETICAL/IN-TEXT CITATIONS………………………………….19 PLACING CITATIONS IN THE PAPER…………………………………………………………..21 FORMATTING AND TYPING THE REPORT USING THE MLA STYLE…………………26 TYPING THE WORKS CITED PAGE AND SAMPLE TITLE PAGE..........................29 PREPARATION Research is the process of gathering information from different sources on a particular topic. In daily life students may research buying a song on the Internet, buying a new MP3 player, an iPod, or any other product of interest. At school, students may have to research a historical topic, an author or literary work, or a contemporary issue and present their findings in a paper, PowerPoint presentation, or in a movie format. All of this is part of the process of asking questions, looking at the available information, and coming to a conclusion based on the information found and then documenting the information used. While the process of researching varies, the following steps are useful in preparing the research paper: 1. 2. 3. 4. 5. 6. 7. 8. Selecting and limiting the topic Preparing a working bibliography Reading and taking notes Formulating a thesis Developing a working plan Writing the first draft Writing the revised...
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...Purple Cow Transform Your Business By Being Remarkable Seth Godin visit Penguin at: www.penguin.com e penguin about the author Seth Godin is the author of four worldwide bestsellers including Permission Marketing, Unleashing the Ideavirus and Survival is Not Enough. He is a renowned public speaker and is contributing editor at Fast Company magazine.You can find him at www.sethgodin.com This is a work of fiction. Names, characters, places, and incidents are either the product of the author’s imagination or are used fictitiously, and any resemblance to actual persons, living or dead, business establishments, events or locales is entirely coincidental. Purple Cow Portfolio Book / published by arrangement with the author All rights reserved. Copyright © 2002 by Do You Zoom, Inc. This book may not be reproduced in whole or part, by mimeograph or any other means, without permission. Making or distributing electronic copies of this book constitutes copyright infringement and could subject the infringer to criminal and civil liability. For information address: The Berkley Publishing Group, a division of Penguin Putnam Inc., 375 Hudson Street, New York, New York 10014. The Penguin Putnam Inc. World Wide Web site address is http://www.penguinputnam.com ISBN: 0-7865-4431-7 PORTFOLIO BOOK® Portfolio Books first published by Penguin Publishing Group, a member of Penguin Putnam Inc., 375 Hudson Street, New York, New York 10014. Portfolio and the "Portfolio" design are trademarks...
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...Publishing Group, a division of Random House, Inc., New York. Random House and colophon are registered trademarks of Random House, Inc. Library of Congress Cataloging-in-Publication Data Heath, Chip. Made to stick : why some ideas survive and others die / Chip Heath & Dan Heath p. cm. Includes index. eISBN: 978-1-58836-596-5 1. Social psychology. 2. Contagion (Social psychology). 3. Context effects (Psychology). I. Heath, Dan. II. Title. HM1033.H43 2007 302'.13—dc22 2006046467 www.atrandom.com Designed by Stephanie Huntwork v1.0 To Dad, for driving an old tan Chevette while putting us through college. To Mom, for making us breakfast every day for eighteen years. Each. C O N T E N T S INTRODUCTION WHAT STICKS? 3 Kidney heist. Movie popcorn. Sticky = understandable, memorable, and effective in changing thought or behavior. Halloween candy. Six principles: SUCCESs. The villain: Curse of Knowledge. It’s hard to be a tapper. Creativity starts with templates. CHAPTER 1 SIMPLE 25 Commander’s Intent. THE low-fare airline. Burying the lead and the inverted pyramid. It’s the economy, stupid. Decision paralysis. Clinic: Sun exposure. Names, names, and names. Simple = core + compact. Proverbs. The Palm Pilot wood block. Using what’s there. The pomelo schema. High concept: Jaws on a spaceship. Generative analogies: Disney’s “cast members.” CHAPTER 2 UNEXPECTED 63 The successful flight safety announcement. The surprise brow. Gimmicky surprise and...
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...CONTENTS Introduction Part One: Foundations Chapter One: Introduction to Advertising 1 Chapter Two: Advertising’s Role in Marketing 34 Chapter Three: Advertising and Society 68 Part Two: Planning and Strategy Chapter Four: How Advertising Works 103 Chapter Five: The Consumer Audience 135 Chapter Six: Strategic Research 169 Chapter Seven: Strategic Planning 205 Part Three: Effective Advertising Media Chapter Eight: Print and Out-of-Home Media 239 Chapter Nine: Broadcast Media 274 Chapter Ten: Interactive and Alternative Media 310 Chapter Eleven: Media Planning and Buying 345 Part Four: Effective Advertising Messages Chapter Twelve: The Creative Side and Message Strategy 378 Chapter Thirteen: Copywriting 411 Chapter Fourteen: Design and Production 443 Part Five: Integration and Evaluation Chapter Fifteen: Direct Response 476 Chapter Sixteen: Sales Promotion, Events, and Sponsorships 508 Chapter Seventeen: Public Relations 542 Chapter Eighteen: Special Advertising Situations 576 Chapter Nineteen: Evaluation of Effectiveness 610 INTRODUCTION Welcome to the Test Item File for the Wells/Moriarty/Burnett Advertising: Principles and Practice, 7th edition text. This test bank was designed with the student and instructor in mind. All questions in this manual are drawn directly from the master text. APPLICATION QUESTIONS: New to the seventh edition of the Test Item File is a section...
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...The Wealth of Networks The Wealth of Networks How Social Production Transforms Markets and Freedom Yochai Benkler Yale University Press New Haven and London Copyright _ 2006 by Yochai Benkler. All rights reserved. Subject to the exception immediately following, this book may not be reproduced, in whole or in part, including illustrations, in any form (beyond that copying permitted by Sections 107 and 108 of the U.S. Copyright Law and except by reviewers for the public press), without written permission from the publishers. The author has made an online version of the book available under a Creative Commons Noncommercial Sharealike license; it can be accessed through the author’s website at http://www.benkler.org. Printed in the United States of America. Library of Congress Cataloging-in-Publication Data Benkler, Yochai. The wealth of networks : how social production transforms markets and freedom / Yochai Benkler. p. cm. Includes bibliographical references and index. ISBN-13: 978-0-300-11056-2 (alk. paper) ISBN-10: 0-300-11056-1 (alk. paper) 1. Information society. 2. Information networks. 3. Computer networks—Social aspects. 4. Computer networks—Economic aspects. I. Title. HM851.B457 2006 303.48'33—dc22 2005028316 A catalogue record for this book is available from the British Library. The paper in this book meets the guidelines for permanence and durability of the Committee on Production Guidelines for Book Longevity of the Council on Library Resources. 10 9 8 7 6 5 4 3 2 1...
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