... 2.4 Improvements and recommendations…………………………………………………….8 3. Perception…………………………………………………………………………………………………..9 3.1 TV advertisement in China: New L’Oréal Paris shampoo……………………….10 3.2 Perceptions of customers 3.2.1 Vision Perception…………………………………………………………………………13 3.2.2 Sound Perception…………………………………………………………………………14 3.3 Improvements and recommendations…………………………………………………..14 4. Conclusion………………………………………………………………………………………………...15 References………………………………………………………………………………………………...16 1. Introduction | L’Oréal, which started as a hair coloring business by a French chemist, Eugène Schueller, was established in 1909. By following the guideline, “innovation in the field of beauty ”, L’Oréal has now perceived by worldwide as a multidimensional brand in terms of beauty products. Aside from hair coloring products, the company stretches its product range to make up, skin care, hair care and fragrances. Nowadays, L’Oréal sells its products in approximate 130 countries across five continents (Braizaz, 2014). Cultural learning and product adaptation have become the priorities for the company to successfully earn its brand recognition in the global market. Moreover, the perception of customers is another influencing issue that affects consumer behavior, which is worthy to be discussed. This report will firstly focus on L’Oréal’s marketing activities through product variety between China and the USA. It is then...
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...Marketing Principles HND in business management NAME:KABITA MAHARJAN ID NUMBER:859549 ASSIGNMENT:1St Submitted to : Zara Bhokhari Date of submission :31st march Contents 1.o Introduction......................................................................................................................3 1.1Definitions...................................................................................................................3 2.o Background of BP.............................................................................................3 2. 1Marketing orientation ….................................................................................3&4 2.2Advantages disadvantages.....................................................................................4 3.o Marketing processing................................................................................................4&5 4.o PESTLE …...........................................................................................................5&6 5.o SWOT …..............................................................................................................6&7 6.o Segmentation..............................................................................................................7&8 6.1 Targeting.......................................................................................................... 6.2Positioning...
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...women as a marketing instrument? Mass media plays a great part in our lives. Television, newspapers, magazines surround us everywhere every day of our lives. All of them are stuck with different kinds of ads. But how often do we pay attention to the real sense of those ads and the ways the advertisers try to sell various products to us? There have been growing concerns about and critics toward the usage of women as a sexual object in marketing practices. However, firms are still using women as an instrument to attract consumers. This paper examines some business ethics theories to determine whether firms’ use of women as a marketing instrument is ethical or not. The deductions from the business ethics theories suggest that it is unethical to abuse women in marketing practices. In today’s business world, women are used as an object to attract consumers’ attention to the products that firms sell. They are exploited as a marketing instrument in a wide range of firms’ activities. Women appear as a sexual object in any kind of advertisement or as an attractive material standing nearby a product. Sometimes firms use sexual saleswomen to facilitate the sale or to attract consumers’ attention to the firm or product. Particularly, it is very common to use sexually attractive women in advertisements regardless of the product is related to sexuality. The use of sexual women images in advertisements is so ...
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...organization, with much to consider in order improving its current processes. There are various problems within CanGo that are limiting the continued success that the company desires. CanGo must analyze what is in place currently with their technology, customer service process, marketing, etc. CanGo lacks discipline and leadership with successfully planning for the implementation of new projects and the ability to see them through. Much research must and should be conducted in order to identify how to proceed and what is necessary to obtain the proper results. 1. CanGo lacks results * This can be referred to as problem recognition. Why is it that customers are not buying a particular product? Why are there a high percentage of customers who do not complete their orders? Does this have to do with the way the product is being presented, or does their decision have to do with personal issues? A way to recognize these issues would be to conduct surveys. a. Recommendation- Know who your target market is so that you won’t advertise and sell the product to the wrong audience. CanGo should conduct a survey so that it may identify who our target market is. The company needs its advertisement and your products to be relevant in the proper target market segment. Some companies use secondary sources to make up surveys so that it is not using its high paid IT tech to do this. It is a good rule of thumb to us an outside source to get the un-bias truth of the market and what...
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...In a world of ubiquitous advertising chaos and consumer avoidance, it can be extremely difficult for advertisers to penetrate the clutters to reach potential consumers, probably there is no other emphatic concept has caught more interest from advertisers than engagement as it embodies a sense of involvement. (Calder 2012). Meanwhile, digital technology continues to emerge, the enveloping technologies has impacted the communication between individuals in daily life, on the other hand, it has modified how advertiser engage with targeted consumers in a digital age. When it comes to advertising, Digital technologies have fundamentally revolutionized how and where advertisers implement the practices in the advertising industry. It defines as “digital advertising”, a form of advertising where businesses implement internet technologies to present promotional advertisement to consumers, digital advertising also includes brand messages presented through social media networking, online advertising on search engines, as well as banner advertising on mobile and website. (Andrew 2010). When it comes to advertising expenditure, digital platforms offer a greater opportunity, timeliness, and relevance to achieve greater understanding to advertising expenditure. This essay will be discussing how advertisers accommodate the trending in digital development and how to engage with the potential consumer in digital ages through three components. First of all, advertising on social media networking...
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...convenience, affordability, consistency, functionality and good design are the essence of this world class home furnishing retailer. Challenges IKEA faced many challenges in terms of culture and business practices as well as socio-economic and political conditions in China. The biggest challenges were pricing, copycat producers and cheap labor cost for assembled furniture. Alternatives To make the price more affordable for Chinese consumers IKEA has developed manufacturing units in China and collects raw materials locally. Due to country specific environment IKEA chose franchising in China. Because of cheap labor cost of Chinese assembled furniture IKEA offers reasonable fee-based assembling services. IKEA has built its stores near public transportation lines inside cities since only 20% of customers own cars in Shanghai. Recommendations IKEA needs to find more local suppliers to keep price lower. To understand local culture and purchasing habit, the company should carry out extensive market research. To attract more middleclass consumer huge adaptation is necessary. Extensive training for the employees and better supply chain management will solve customer service and out-of-stock problems for IKEA. Introduction and summary of the case study IKEA is a famous Swedish furniture company that plays the best player in the home...
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... One of the main changes in modern consumer behaviour has been the transition from a passive to an active and informed consumer. Internet enables customers to share their opinions on, and experiences with, goods and services with a multitude of other consumers. Online consumer reviews are used by prospective buyers of related products who are interested in obtaining more information from people who have purchased and used a product of interest. Word-of-mouth (WOM) is one of the most important information sources when a consumer is making a purchase decision as it is also a new trend of marketing. The arrival and expansion of the Internet has extended consumers' options for gathering product information by including other consumers' comments, posted on the Internet, and has provided consumers opportunities to offer their own consumption-related advice by engaging in electronic word-of-mouth (eWOM). eWOM can be defined as all informal communications directed at consumers through Internet-based technology related to the usage or characteristics of particular goods and services, or their sellers. The aim of this study is to assess the impact of, one type of electronic word-of-mouth (eWOM), the online consumer review, on purchasing decision of electronic products. This empirical study also focuses on the relationship between reviews and purchasing behavior. Therefore, one question comes in our mind: How online reviews have changed consumers’ decision-making process? Thus, we will...
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...Advertising, Promotion, and other aspects of Integrated Marketing Communications Terence A. Shimp University of South Carolina Australia • Brazil • Japan • Korea • Mexico • Singapore • Spain • United Kingdom • United States Advertising, Promotion, & Other Aspects of Integrated Marketing Communications, 8e Terence A. Shimp Vice President of Editorial, Business: Jack W. Calhoun Vice President/Editor-in-Chief: Melissa S. Acuna Acquisitions Editor: Mike Roche Sr. Developmental Editor: Susanna C. Smart Marketing Manager: Mike Aliscad Content Project Manager: Corey Geissler Media Editor: John Rich Production Technology Analyst: Emily Gross Frontlist Buyer, Manufacturing: Diane Gibbons Production Service: PrePressPMG Sr. Art Director: Stacy Shirley Internal Designer: Chris Miller/cmiller design Cover Designer: Chris Miller/cmiller design Cover Image: Getty Images/The Image Bank Permission Aquistion Manager/Photo: Deanna Ettinger Permission Aquistion Manager/Text: Mardell Glinski Schultz © 2010, 2007 South-Western, Cengage Learning ALL RIGHTS RESERVED. No part of this work covered by the copyright hereon may be reproduced or used in any form or by any means—graphic, electronic, or mechanical, including photocopying, recording, taping, Web distribution, information storage and retrieval systems, or in any other manner—except as may be permitted by the license terms herein. For product information and technology assistance, contact us at Cengage Learning Customer &...
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...Final Year Project on internet marketing ….is it there yet Project Guide: Prof. Kuldip Kawatra Project by Mr. Heemanish Midde Roll No.: 220 2007 - 2009 Xavier Institute of Management & Research, Mumbai Mumbai University DECLARATION I hereby declare that this report titled “Internet Marketing" is a record of independent work carried out by me as a part of Final Year Project for the MMS course of Mumbai University for the period starting from January 2009 to May 2009. The above project was performed under the guidance of Prof. Kuldip Kawatra. I declare that the information given in the above project is true to my knowledge. Dr. K. N. Vaidyanathan Director, Xavier Institute of Management & Research Mumbai University Heemanish Midde MMS Xavier Institute of Management & Research Mumbai University 2 ACKNOWLEDGEMENT The work on this project has been an inspiring, often exciting, sometimes challenging, but always an interesting experience. At the very outset, I wish to thank Mr. Kuldip Kawatra for giving me the opportunity to participate in this interesting research project, that helped me gain insights into the Internet World. He has supported me with his guidance, insights, encouragement and many a fruitful discussion on Internet Marketing. I am grateful to him to have spared his time and showing the patience to our answer our queries. The kindness shown by him, in spite of him being so busy with his work, is highly appreciated. I would also like...
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...Definition of Marketing Heidi Cohen the President of Riverside Marketing Strategies explained marketing as the following: “In line with the firm’s business goals, marketing attracts consumers’ scarce resources, attention and disposable income, to drive profitable revenues. Marketing is the process of getting a product or service from a company to its end customers from product development through to the final sale and post purchase support. To this end, marketing strategy consists of business goals, target customers, marketing strategies, marketing tactics and related metrics. As a function, marketing extends across the customer’s entire purchase process including research, engagement, purchase, post-purchase (including supplemental support and returns) and advocacy. “ In other words marketing is a tool what companies use in order to convince customers according to their wants and needs in order to receive profit for the company. There are different tools and strategies for that it is changing according to the product or service what is trying to be sold. But also highly depends on the demander just as age, gender, social background, interest geographic location etc. elements of the marketing process In the following lines the four elements of marketing process will be introduced. The four stages are Situation Analysis, Marketing Strategy, Marketing Mix Decisions, finally Implementation and Control. Let’s begin with Situation Analysis. This step is often considered...
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...Title – Principles of Marketing Module Code - 4BUS1010 Academic Year - 2012/13 Semester - A Module Leader – Caroline Wilson Contents: 1. Contact details for the module leader (and teaching team) Name | Room | Phone extension | E mail address | Drop in & feedback sessions | Caroline Wilson | M230 | | c.wilson4@herts.ac.uk | Mon 10-11 am & Tues 11am -12pm | Hamad Khan | M218 | 2791 | m.khan42@herts.ac.uk | tba | Grace He | M218 | 2791 | p.he1@herts.ac.uk | tba | Neil Brooks | M218 | 2791 | | tba | Jonathan Cahill | M218 | 2791 | | tba | Maria Thomas | M249 | | m.thomas@herts.ac.uk | tba | Sarah Jayne Hill | M218 | 2791 | | | 2. Module aims This initial marketing module, which assumes no prior knowledge of marketing, aims to introduce students to some of the key ideas of marketing and is suitable for both marketing and non-marketing students. It examines the environment within which organisations operate and the role of marketing within the organisation in order for students to be fully able to understand the context within which marketing personnel work, and the different activities which are carried out under the umbrella term of ‘marketing’. Concepts central to an understanding of marketing are considered: 4 P’s (product, price, promotion and place), segmentation, targeting and positioning, services marketing and buyer behaviour. * Develop a basic understanding of the key concepts of marketing; & * Understand...
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...Far Eastern University IABF - Makati Campus Business Administration Department MARKETING STRATEGIES OF DAIRY QUEEN AFFECTING CONSUMER BUYING DECISIONS OF FEU MAKATI STUDENTS (S.Y 2015-2016) Antonio. Carla Celine P. Bascos, Princess Stephanie P. De Guia, Angely Marie P. Española, Changmi Jeoung Magboo, Mark Christian C. Margas, Ferlen Grace D. Reyes, John Lemuel Solis, Franziesca Fatima Solis 3 October 2015 Table of Contents Chapter 1 Background of the study ………………………………………………….…………………. 1 Scope and Limitations ………………………………………………………….……..…....... 2 Research Problem……………………………………………….………..…….…...….…… 2 Research Objectives ………………………………………………………………………... 2 Research Question…………………………………………………………..…………….… 3 Hypothesis…………………………………………………………………….…................... 3 Definition of Terms……………………………………………………………...................... 4 Current Marketing Situation Positioning………….………………………………………………….…………..… 5 Industry Analysis……………………………………………………….……......... 6-7 SWOT Analysis…………………………………………………………………........ 8 Competitive Profile Matrix…………………………………………….……….... 9-12 Chapter 2 Research Design………………………………………………………………………..……. 13 Sampling Design……………………………………………………………………………… 13 Research Methodology…………………………………………………………………... 13-15 Chapter 3 Research Analysis………………………………………………………………………... 16-36 Chi – Square Analysis………………………………………………………….……............ 37 Chapter 4 Conclusion…………………………………………………………………………………..… 38 Recommendation…………………………………………………………………………...
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...|686 |700 |18.3 | |People in their thirties |737 |761 |794 |817 |833 |13.0 | |Middle-Aged Adults (40 – 64 years) |1,542 |1,628 |1,735 |1,799 |1,853 |20.1 | |Older Population |368 |391 |418 |443 |455 |23.9 | Table 1.1a Consumer Segmentation: 2006 - 2010 According to the Social National statistic Euromonitor International, Singaporeans are beginning to settle for the desire of luxury. This can be shown in Table 1.1a. Firstly, the number of household with annual disposable income have increased, thus more household are able to afford more pricey items. Secondly, Singaporeans have become more aware of famous brands and fashion labels, due to their exposure to widespread advertisements in lifestyle magazine. In this case,...
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...Table of Contents 1.0 Marketing environment analysis-Micro trends……………………….2 1.1 Competitors……………………………………………………………………3 1.2 Customers………………………………………………………………………4 2.0 Marketing environment analysis-Macro trends………………………5 2.1 Demographic………………………………………………………………....5 2.2 Technological…………………….……………………………………………5 3.0 Marketing Mix-Evaluation and Critique……………………………………6 3.1 Overview of current marketing approach……………………….6 3.2 Evaluation of Effectiveness……………………………………………..6 4.0 Marketing Mix-Redesign…………………………………………………………7 4.1 Product…………………………………………………………………………..7 4.2 Price……………………………………………………………………………....7 4.3 Place……………………………………………………………………………....8 4.4 Promotion………………………………………………………………….…..8 4.5 Physical evidence……………………………………………………………8 4.6 Processes……………………………………………………………………..…9 4.7 People……………………………………………………………………….……9 5.0 Recommendations…………………………………………………………………10 5.1 Recommendation one…………………………………………………..10 5.2 Recommendation two…………………………………………………..10 Reference List In this day and age, business is a vital element in modern society. Marketing plays an important position in business strategic. The aim of marketing is to create value for customer and capture value from customer in return (Kotler & Armstrong, 2012, p.26).The first foundation stone was laid in 1913 with the opening of a small food store in the German town of Essen. It didn't take long for this little 'service store' to become a popular place to shop. In 1954, a celebration was held...
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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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