...Summary of Key Points for Chapter 7 This chapter looks further into key customer-driven marketing strategy decisions—how to divide up markets into meaningful customer groups (segmentation), choose which customer groups to serve (targeting), create market offerings that best serve targeted customers (differentiation), and positioning the offerings in the minds of consumers (positioning). Chapter Objectives: 1. Define the four major steps in designing a customer-driven marketing strategy: market segmentation, market targeting, differentiation, and positioning 2. List and discuss the major bases for segmenting consumer and business markets 3. Explain how companies identify attractive market segments and choose a market targeting strategy 4. Discuss how companies differentiate and position their products for maximum competitive advantage in the marketplace. Most companies have moved away from mass marketing and toward target marketing—identifying market segments, selecting one or more of them, and developing products and marketing programs tailored to each. Figure 7.1 (pg.216) shows the four major steps in designing a customer-driven marketing strategy. Market segmentation involves dividing a market into smaller groups of buyers with distinct needs, characteristics, or behaviors that might require separate marketing strategies or mixes. Market targeting (or targeting) consists of evaluating each market segment’s attractiveness and selecting one or more...
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...(patents, trademarks, know-how, copyright materials, etc.) via licensing and franchising; investments in physical and financial assets in foreign countries; contract manufacture or assembly of goods abroad for local sale or for export to other nations; buying and selling in foreign countries; the establishment of foreign warehousing and distribution systems; and the import to one foreign country of goods from a second foreign country for subsequent local sale. All the basic tools and concepts of domestic business management are relevant to international business (for information on these see the M & E text Management). However, special problems arise in international business not normally experienced when trading or manufacturing at home. In particular: * Deals might have to be transacted in foreign languages and under foreign laws, customs and regulations. * Information on foreign countries needed by a particular firm may be difficult (perhaps impossible) to obtain. * Foreign currency transactions will be necessary. Exchange rate variations can be very wide and create many problems for international business. * Numerous cultural differences may have to be taken into account when trading in other nations. * Control and communication systems are normally more complex for foreign than for domestic operations. * Risk levels might be higher in foreign markets. The risks of international business include political risks (of foreign...
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... Are governments prepared to operate effectively in an international policy environment? How can the impacts of globalisation on democratic processes be managed to protect core values such as accountability, responsiveness, and transparency? What future do governments envisage for "global governance"? From Autonomy to Influence -- preparing for a global policy role THE IMPACTS OF GLOBALISATION ON POLICY-MAKING 1. Globalisation has changed the context in which governments operate. Even traditionally domestic issues are increasingly influenced by international actors and international events that are beyond national governments' ability to control, either individually or collectively. This has evoked a good deal of hand-wringing and fears that national policy autonomy -- or even national sovereignty -- is being undermined. These fears, while important, may be short-sighted. While globalisation poses many challenges for national governments, it also holds many opportunities. International co-operation offers new opportunities to improve overall policy effectiveness and to address common policy dilemmas. But are national governments adequately equipped to manage the problems and reap the benefits of globalisation? 2. The following discussion examines the impacts of globalisation on policy making1. It raises questions related to three main themes: 3. may international interest groups, the global newsmedia, multinational...
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...PROJECT ON “COMPARING REGIONAL INTEGRATION: APEC AND ASEAN” Master of Commerce Semester-I (2013-2014) Submitted In Partial Fulfillment of the requirements For the award of degree of M.Com By VIshwanath Vinod Acharya Seat No: ______ Tolani College of Commerce Sher-e-Punjab society, Andheri (East), Mumbai-400 093 CERTIFICATE This is to certify that Vishwanath Acharya of M.Com Semester I (2013-2014) has successfully completed the project on “Comparing Regional Integration: APEC and ASEAN” under the guidance of Dr.Vasudev Iyer. Project Guide: ____________________________ Course Coordinator: ____________________________ External Examiner: ____________________________ Principal: ____________________________ DECLARATION I, Vishwanath Acharya , the student of M.Com Semester-I (2013-2014) hereby declare that I have completed the project on “COMPARING REGIONAL INTEGRATION: APEC AND ASEAN ” in the course Economics of Global Trade and Finance. The information submitted is true and original to the best of my knowledge. References have been cited wherever necessary. Date: ___________ Place: Mumbai Signature of Student Vishwanath V. Acharya ACKNOWLEDGEMENT Preparing the project on “Comparing Regional Integration: APEC and ASEAN ” has given me extensive practical knowledge related to the course. I would like to first thank our principal Dr.A.A.Rashid, for his valuable support in preparing this project. I express my deep sense of Gratitude...
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...G;In what ways, and too what extent has globalization reshaped international politics? In the recent history of international politics, globalization has become a dynamic concept. Martell (2010) key factors of identifying and defining globalization include the greater use of global communication and the decrease of space and time dimensions.. These factors will be explored in detail to obtain a better understanding of the role of globalization and its relationship to international relations. Historically the main actors have always been states, but with globalisation come the emergence of transnational companies, humanitarian organisations and political entities gaining prominence. The question of whether globalization secures greater equality or infact leads to more global inequality will be addressed. Global politics prioritises the management of power, security and justice. The end of the cold war saw only one superpower America remaining. As a result of the collapse of communism, new countries formed with border lines being redrawn. The simple yet effective strategy was to strengthen international unity by receding national sovereignty to stand in agreement. This was an awkward agreement, as no nation wished to stand independent (Kettl, 2000). The emergence of globalization into world markets significantly increased. The term globalization only came into widespread usage in 1990s. Globalization itself is a contested term with many definitions being affirmed. One definition...
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...increasingly pronounced. None more so than relations with European Muslims. This paper will examine identity politics as it relates to European civilization formation, looking at how Muslim political aspirations compare with those of other minority groups, as well as the changing face of Muslim political organizations and their role in changing perceptions. In determining the extent of Islamic challenges in Europe, it is important to understand how Muslim desires for identity recognition and respect compare to similar desires by other minority groups, as well as what constitutes equality in the contemporary epoch. Attitudes towards race and identity have developed beyond a mere colour blindness, towards a what has been termed “positive racial explicitness,” that is, taking pride in previously marginalized identities or in creating new identities as “a way of negotiating a position of equality and dignity” in today’s world. This hasn’t been limited to ethnic minorities either, but can be viewed in the identity politics of LGBT and feminist movements, especially in places where class politics have declined in salience. What is it that these movements expect and aim for? Iris Young described the ideal of equality as not simply being permission for minorities to follow the norms of dominant culture, but rather that “a positive self-definition of group difference is in fact more liberat[ing].” This leads to two interrelated conceptions of equality as they relate to the effective exercise of...
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...Introduction According to the rules of customary international law (IHL), parties to a conflict need to distinguish between the civilians and combatants and military objective and civilian objectives . It is essential to offer a guide on what might be attacked in order to free the civilian populace from the impacts of hostilities. The most important guide regarding armed conflicts is that the combatants may only attack military objectives . However, despite the right to attack only military objectives, the attack will be illegal if the combatants’ use of force may lead to excessive collateral damage on either the civilians or the civilian objects . In addition, the combatants need to take precautionary measures to ensure they do not harm civilians even if they are attacking lawful targets . In this light, it is important to define military objectives and offer an explanation why there are limitations on the attacks on military objectives. Pursuant to Article 52 (2) of Protocol 1, military objectives need to fulfil two criteria. First, it must be a factor in the military action of the adversary. This is often highlighted by the objects “nature, locality, reason or use”. Secondly, the destruction, capture or neutralization must present a clear military benefit to the combatants. Therefore, an attack on a specific area may be tantamount to a military objective if the destruction, capture or neutralization may present a military advantage to the combatants. However, the advantage that is...
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...Chris Maroleng1 AFRICAN SECURITY ANALYSIS PROGRAMME CLOSED ROUND TABLE REPORT, 14 MAY 2003 Executive Summary Recent statements by President Robert Mugabe of Zimbabwe indicating that he might be contemplating retirement have revived speculation about the preconditions he would consider essential to guarantee his personal safety after leaving office. More broadly, there is increasing debate about the possible shape of a post-Mugabe dispensation, and how a new government might begin to tackle the serious economic and political difficulties facing the country.Even members of Zimbabwe’s ruling establishment now commonly accept that the formal economy is in a state of near collapse. Whatever their publicly-stated positions, leading figures in ZANU-PF admit that a return to international respectability and the resumption of aid and loan flows are urgently needed if a complete economic meltdown is to be averted. There are, however, some dissenting voices about the way Zimbabwe should handle its future relations with the World Bank, IMF and donor community, and these represent a significant faction across the formal political divide. The views of these intellectuals will have to be considered even as the international community attempts to ease Zimbabwe out of its political and economic impasse. In the short term, it appears that the economic crisis has affected the domestic political balance of power in a number of ways. First, its effect on the living standards of the vast majority...
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...To what extent do you agree that one-to-one marketing will replace traditional market segmentation methods. Market segmentation may be defined as the identification of individuals or organizations with similar characteristics that have significant implications for the determination of marketing strategy. Its object is to identify groups of customers with similar requirements so that they can be served effectively while being of a sufficient size for the product or service to be supplied efficiently. Traditional segmentation methods have been based around identifying a sizeable group of the potential market within similar needs and characteristics. The Internet and advanced technology allow for segmentation strategies to be taken a step further, to a level of individual attention; and one-to-one marketing approach which permits businesses to customize offerings on the basis of individual requirements is developed. However, although new technology has changed the shopping behavior of many customers to an extent, traditional segmentation methods still play an important role in marketing strategy. One to one marketing is more likely to act as a complement of traditional segmentation method at present. Market diversity is increasing in both business and consumer markets and is generating market fragmentation. (importance of customer rentention) Consequently, mass marketing and segment marketing may become less effective and efficient. One-to-one marketing, therefore, is greatly in...
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...2005 by Pearson Education, Inc. Learner Diversity Differences in Today’s Students T eachers begin their careers expecting to find classrooms like the ones they experienced when they were students. In some ways classrooms are the same. Students go to school to learn, but they also want to have fun and be with their friends. They expect to work but often need encouragement from their teachers. They’re typical kids. Classrooms are changing, however; the population of our schools is becoming increasingly diverse. Students come from different cultures and speak many different languages at home; they possess a range of abilities and talents; and issues involving differences between boys and girls are receiving increased attention. In this chapter we examine this diversity as we try to answer the following questions: ♦ ♦ ♦ ♦ ♦ What is cultural diversity, and how does it influence student learning? How are the educational experiences of boys and girls different? How do schools accommodate ability differences in learners? What are learning styles, and how should teachers respond to them? Who are learners with exceptionalities, and how can schools best meet their needs? Let’s see how learner diversity influences the lives of teachers. Shannon Wilson, a fifth-grade teacher in a large urban elementary school, walked around her classroom, helping student...
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... * Data Sources * Data Collection * Data Analysis * Ethical Considerations Chapter 5: Research Findings Chapter 6: Conclusions, Discussion, and Suggestions for Future Research * Summary * Conclusions * Discussion * Suggestions for Future Research Towards A Phenomenology of Liberation From the very start, I am thus fully endorsing the premise that no account of race can be dissociated from a critique of power and a social historical ontology of ourselves (de Oliveira, 2010, 209). INTRODUCTION I grew up in rural North Carolina. When I was in the third grade, I watched as five of my white peers were pulled from class to attend gifted courses. I always wondered why, I, who had always worked hard, was never pulled for what I perceived as reward for hard work and good grades. During the first week of school of my fifth grade year, the same White gifted teacher pulled the same five White students to begin gifted courses. The buzz around the class was that the five elite were preparing for Odyssey of the Mind, which was deemed an honor for the brightest and best in the school....
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...Hayden_Ang_92:92 7/10/08 16:03 Page 1 Fundamentals International Institute for Educational Planning International schools: growth and influence The booklet Recent years have seen an unprecedented growth in the number of international schools worldwide. Although these schools were initially set up to educate the children of globally-mobile expatriate professionals, ‘host country’ families now increasingly consider international school education as an alternative to the national system in which they lack confidence, and/or as a means of providing a competitive edge for their children in education and labour market terms. In an increasingly globalized world, ‘international-mindedness’, concern for world peace, and the need for intercultural understanding has led to the inclusion of an ‘ideological’ dimension in the mission statements of many such schools. M. Hayden and J. Thompson This booklet provides an insight to the origins and characteristics of international schools, curriculum and assessment, students and teaching staff, and the management, leadership and governance of these schools. The booklet also discusses how international schools (usually private and feepaying) might develop in the future against a backdrop of growing forces of globalization and other international influences. In all cases, attention is drawn to the implications of the issues discussed for both policy-makers and planners in national and international...
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...Researcher's Role • Data Sources • Data Collection • Data Analysis • Ethical Considerations Chapter 5: Research Findings Chapter 6: Conclusions, Discussion, and Suggestions for Future Research • Summary • Conclusions • Discussion • Suggestions for Future Research Towards A Phenomenology of Liberation From the very start, I am thus fully endorsing the premise that no account of race can be dissociated from a critique of power and a social historical ontology of ourselves (de Oliveira, 2010, 209). INTRODUCTION I grew up in rural North Carolina. When I was in the third grade, I watched as five of my white peers were pulled from class to attend gifted courses. I always wondered why, I, who had always worked hard, was never pulled for what I perceived as reward for hard work and good grades. During the first week of school of my fifth grade year, the same White gifted teacher pulled the same five White students to begin gifted courses. The buzz around the class was that the five elite were preparing for Odyssey of the Mind, which was deemed an honor for the brightest and best in the school....
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...The European Union and its power over opinion: what can Belarus tell us about the European identity? Contents Abstract Page 4 Introduction ` Page 5 Chapter 1: Constructing a European identity Page 8 Chapter 2: The European Union as a normative actor Page 21 Chapter 3: The Belarusian problem Page 30 Conclusion Page 49 Bibliography Page 52 Abstract Europe has embarked upon an unprecedented process of state integration witnessing the widespread deferral of policy making to intergovernmental institutions. The European Union’s institutionalism has facilitated an assimilation of values into an increasingly coherent, if complex regional identity. A normative self-conception has emerged that Brussels has sought to project onto its external relations through the Common Foreign and Security Policy. Brussels increasingly considers itself a transformative actor in global politics offering an alternative to great power realpolitik. This paper finds that while European multilateralism offers an environment conducive to a normative foreign policy, the extent to which it is able to exert any ideational influence is constrained by the level of engagement it is willing to pursue. Europe maintains a policy of isolating the Lukashenko regime and has failed to engage Belarusian civil society. As a result it has had a negligible impact on Belarusian political culture. Europe’s failure to adequately engage Belarus also...
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...bunches of regular ideas, feelings, and practices that come out when people communicate regularly (all the time). Besides, outside human sciences and the educated community the statement is picking up very widespread and well-known nature and (more and more) seen in a harshly (related to human history) manner. Holding the idea while lighting/educational that culture is not imitated un-problematically, has its cutoff points in the amazing/surprising (or: single) and the widespread, and is not sounding the same as/equal to (family and cultural characteristics) and personality will safeguard the shared opinion the idea has made inside the order. Besides, it will untangle giving/communicating (related to human history) plans to the overall population and hence testing mixed up assumptions. ‘‘Cultural turn'' in the (college courses that teach about people) (e.g., Bachmann-Melik 1996) The examination of the relationship between cultures has had a long history in American gregarious human studies, where the...
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