...the concept of marketing has changed dramatically, marketing founded in the late 19th century in the United States in the 1920 s, after the development of more than 100, the modern marketing has entered the mature stage, it has formed its own theoretical system.Under the American marketing association: the definition of marketing is to create, communication and transmission value to customers, and business relationship with customers so that the organization and its stakeholders benefit from an organization functions and procedures.Philip kotler under emphasized the value orientation of marketing: the definition of marketing personal and collective through creating and exchanging products and value with others in order to meet the needs and desires of a social and management process.In August 2004, Boston, USA AMA summer symposium on marketing teaching is put forward a new definition of marketing: marketing is an organizational function, but also to the interests of the organization itself and stakeholders and creation, transmission, transfer customer value, customer relations, a series of process management.Can be seen from the new definition of marketing, marketing is focused on customers, customer demand as the guidance, handle good relationship with customers and deliver customer satisfaction to develop new customers, the ultimate goal is to achieve the interests of the marketing organization.Despite the seemingly complex, but it shows a simple rule: marketing is dealing with...
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...assistant product manager of San Miguel corporation for a products he was unfamiliar. Shortly, one of the company’s vice presidents, Butch Abelos, called a meeting to plan marketing strategies. Since Bote’s product manager was unable to attend, the director of marketing Jimmy Guevarra, invited Bote to the meeting to orient him to his new job. Guevarra was rather brief in introducing Bote to Abelos. In the meeting, Abelos asked series of questions that the product managers were able to answer in detail. Suddenly, he turned to Bote and questioned him about his products. Somewhat confused, Bote confessed he did not know the answers. Guevarra was about to offer an explanation about Bote’s situation when suddenly Abelos announced that Bote was such a sloppy staff worker. After an hour, Abelos turned to Guevarra and asked him to remain behind. To Guevarra’s surprise, Abelos himself immediately raised the question of Bote, if he was too tough to the kid. Then Guevarra explained that Bote was just new to his job and don’t know about the products well. After realizing what he have done he immediately called Bote and asked forgiveness for being tough and Bote thank for the apology. 2. Viewpoint 3. Areas of Consideration 4. Statement of the Problem The San Miguel Corporation needs harmony and understanding inside the company. To provide good relationship and communication between the first, middle, and top level management. However, just like what happened to Bote and...
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...Acorn What is it? A Classification of Residential Neighbourhoods (Acorn) is developed by CACI in London It is the only geodemographic tool currently available that is built using current year data rather than 2011 Census information. Acorn helps to analyse and understand consumers in order to increase engagement with customers and service users to deliver strategies across all channels. Acorn segments all 1.9 million UK postcodes into 6 categories, 18 groups and 62 types. Who uses it? Marketing departments Entrepreneurs Innovation team in business What are the benefits? * You can learn more about your customers' behaviour and identify prospects that most resemble your target customers by adding Acorn codes to a customer database. An understanding of the characteristics of people can also be used to drive effective customer communication strategies. * By assessing the Acorn profile of an area, you can define local demand for products and services and compare it to any other part of the country. What are the disadvantages? It’s expensive. Mosaic What is it? Mosaic UK is Experian's system for classification of UK households. It is one of a number of commercially available geodemographic segmentation systems, applying the principles of geodemographic to consumer household and individual data collated from a number of governmental and commercial sources. It gives you the intelligence you need to reach the right people with the right message at...
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...apparent evidence of this stereotyping. From all accounts, Gilman is sincere in assigning Beauport to the marketing research coordinator job. He seems to be providing, or believes that he is providing a good career opportunity for further advancement. If stereotyping exists in this case, it involves Rochelle Beauport’s stereotyping of Syd Gilman as a typical sexist and racist white male. [Thoroughly discuss social identity theory and how it applies to the case study.] Social identity theory (McShane & Steen, 2012) applies to this case in that Rochelle Beauport has an explicit sense of her social identity as a woman and member of a visible minority in a management position. This likely occurs because these are distinctive features for someone in management. Rachel’s strong social identity may have contributed to her perception of her manager, Syd Gilman—namely, that she grouped him in with other men in management positions. In other words, Beauport may have engaged in categorization, homogenization, and differentiation (McShane & Steen, 2012). What other perceptual error is apparent in this case study? There is evidence of the false-consensus effect [define] (McShane & Steen, 2012). Syd Gilman overestimated the extent to which Beauport had beliefs and characteristics similar to his own. Specifically, he assumed Beauport would welcome a transfer to the position of marketing research coordinator and incorrectly interpreted Beauport’s non-verbal behaviour as evidence supporting...
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...and as such the knowledge and knowhow that business’s demand has also increased substantially. The ability to stand out and bridge gaps in understanding will be ever more necessary to be successful in the future and international experience is an excellent way to gain these skills. I have always been interested in the different aspects of culture and history, and how they affect the customs, language, food and business culture of a country. I am motivator to diversifying my portfolio and to work towards bettering myself and this seminar abroad is excellent way to bring this about. Over the past two years I have built my own start-up company making hard cider. Doing so I have come to know that the business culture around alcohol in Canada as well as the US is very closed and restricted when compared to the openness and acceptability of alcohol in Europe. This seminal in Paris would give me a great introduction into how to conduct business in Europe as well as better understand the business of alcohol in the European scene as well. This would give provide me with necessary skills to expand my company and be successful in the global world of alcohol. The MBA program at ISC in Paris will be an amazing introduction to “Doing Business with France and Europe.” With courses in entrepreneurship in France and Europe, industrial practices, marketing and capital markets, with a focus on Europe I can gain knowledge into subjects are not offered here. I know that the knowledge gained at...
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...STAGE 2 BUSINESS AND ENTERPRISE Task description: Report: Business in Australia Core Topic: The Business Environment Assessment Type 1: Folio Due Date: 4pm on Wednesday 26 March 2014 ______________________________________________________________________________ Senario: John Smith plans to start a new business to provide ICT consultancy services to the organizations in different industries. He has $200,000 ready to be invested in the new business. His friends, Graham Arnold and Andrew Chen, are interested in joining the new business and are willing to invest, but all of them are not sure of the business model for collaboration. John has talked to you, a business consultant, for advice and a consultancy report. This will help his consideration and his discussion with Graham and Andrew. Task: You undertake some research and prepare a business report. Based on their situation, you analyse and evaluate two or three specific types of ownership structure that you think are suitable, outlining their advantages and disadvantages. You then make recommendation of ONE most appropriate ownership structure based on your findings. You also advise him on legal requirements for establishing the new business under the recommended ownership structure. Your business report consists of: * Cover page * Table of contents * Executive summary * Relevant types of ownership structures * Recommendation * Legal requirements...
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...Lately I've been seeing more and more articles discussiing which department controls the message of Social Media: Marketing or PR? I actually was asking that question a year ago in an article entitled "Who leads the charge in Social Media? Marketing, PR, Sales, Customer Service, Who Knows?" It's a year later and the various Social Media platforms have evolved with massive increases in adoption rates and a larger glaring problem has emerged: The very concept that Social Media is 'Marketing'. It's not. It's a communications tool. As the platforms like Facebook, Twitter, Linkedin, and now G+ have evolved more and more marketing people have started to develop strategies to utilize the various platforms functionality. Strategy is useless without a tactical implementation plan. So marketers have developed Social Media editorial calendars that are built with the hope that the platforms don't change their API's and the dashboards actually post the message. The concern is more about will the technology continue to work when the real tactical quesiton is "how will it be utilized by our COMPANY. This is where large company heirarchical structures tend to impede rather than help the effort. The reason Social Media works so well for smaller companies is because of the mere fact that they are smaller. The decision making and internal communications structure all lie with one or two people wearing multiple hats. Large corporations tend to silo who controls what. The idea that...
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...ver known how important Marketing, Finance, Supply Chain, and Human Resources were important to a business. I learned so much about what goes into market research and a balance sheet for example, information I had never quite understood before. I felt I was able to truly learn the material by imbedding what I learned in this project. As well as understanding the fundamental areas of business, this project also showed me how to effectively work in teams. In a group of four, two of the girls in my group could not speak or write in English that fluently. Most it of the time, my other partner and I could not understand anything they were saying. For a long time, I was frustrated. I was worried that my grade would take a hit because my partner and I had to work a lot harder to complete the work our partners should have been doing. Our partners were shy and reserved to begin with, and instead of taking the time to find a way to connect with them, my partner and I would just do most of the work on our own. This became very stressful and after the suggestion of our professor, we startnce you are able to chip away at the barriers, the work produced by the aggregated efforts of a group far exceeds the efforts pooled together by a few. From learning the important facets of creating and running a viable business to understanding the dynamics that can either make or break a group, I feel I have come along way from the beginning of the semester. My preconceived notions of business have...
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...Salatino, President of Great Northern American Case Study Understanding of customer perceptions and attributions is a vital aspect in ensuring that an organization remains competitive in terms of the products/services it offers and price. Organizations are capable of giving competitive prices and products from perceptions, which they get from their customers (Zeithaml, 2001). Salesmen of an organization have a vital role to play in analyzing people perception and giving feedback to the organization so as to know what commodities or services to recommend and at what price. In this assignment I will discuss issues relating to Joe’s organization and its employees in relation to competence of the organization. It is vital for Joe’s employees to understand the vitality of how people form perceptions and make attributions in order to maintain competence of the organization. Through this understanding the employees will be capable of advising the organization what it needs to offer the people and at what price the service or commodity will be capable of making vast profits. Through this, the employees will assist the organization to remain competitive to other organizations since it will be capable of matching people’s needs according to their perceptions. This will be possible since the organization will have an understanding of how people perceive the offered products (Foxall et al, 1998). Understanding of how people form perceptions and make attributions is vital in...
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...still able to achieve success and effectively compete with its competitors. Why Joe’s employees need to understand the importance of how people form perceptions and make attributions? Perception is a process which involves the recognition and interpretation of stimuli which register our senses. It relates to how we make sense of our environment and sensation refers to basic stimulation of the sense organs. Understanding the perception of people is essentially important. The role that perception of a customer plays in a business transaction is very much significant for the growth of the organization, as it is due to the perception of an individual which affects the outcomes of the conclusion that an individual draws on a particular good, product or service (Wilson & Rookies, 2000, p. 2-3). In the case study of Joe Salatino, the President of Great Northern American, it is evident that the understanding of the perception of the customers is essentially important for the employees working in Joe’s firm. As it is acknowledged before, the firm of Joe Salatino is a marketing firm that deals with selling and providing goods and services to more than 60,000 customers and offices in the United States of America. The firm is comprised of 30 sales team employees, who work efficiently towards achieving the major goals of the organization, Great Northern American. Due to the still completion in the market from the...
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...organization will diminish. When developing strategies for change, there are two possible change models that business leaders can use. Two change management models that can assist in keeping an organization alive are Kurt Lewin and John Kotter’s model for change. Psychologist Kurt Lewin developed a change management model that consisted of three steps. The three-stage processes are: unfreezing, changing, and freezing. In the unfreezing state, Lewin understood that people are afraid of change because they feel safe in their no changing environment, therefore, resist change. The unfreezing state is the stage of motivating people to want and understand that there is a need for change. The first stage helps followers “thaw” and become understanding through motivation (Prentice Hall, 2012). After the unfreezing stage, the changing stage is put into action. People begin to do things differently in this stage. They begin to see why and how the changes benefit them. Time and communication is an important part in the change environment because people need time to understand the changes and they need to be motivated in order to feel like they are a part of the change (Prentice Hall, 2012). When the changes are taken into consideration and are being embraced in the working environment, the company freezes again. The company freezes because the staff has adapted to the change and is now following the new guidelines comfortably (Prentice Hall, 2012). It is important at this stage that...
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...Assignment 3 Learner name: | Assessor name: Richard Stone | Date issued: | Interim deadline: | Final deadline: | Qualification: BTEC Level 3: Extended Diploma in Business | Unit number and title: Unit 33 The Impact of Communications Technology on Business | Assignment title: Understand how organisations adapt to trends in the use of e-business | In this assessment you will have opportunities to provide evidence against the following criteria. Indicate the page numbers where the evidence can be found. | Criteria reference | To achieve the criteria the evidence must show that the student is able to: | | Task no. | | Page numbers | P5 | Explain the competitive pressures on selected, contrasting business organisations to develop their use of e-business | | 1 | | | M2 | Explain how two selected, contrasting business organisations have responded to competitive pressures to develop their use of e-business | | 2 | | | D1 | Evaluate how successful a selected business organisation has been in preparing for the growing use of e-business | | 3 | | | P7 | Produce a personal development plan to help an individual prepare for increased use of e-business | | 4 | | | | | | | | | | | | | | | | | | | | | Learner declaration | I certify that the work submitted for this assignment is my own and research sources are fully acknowledged.Learner signature: Date: | Unit number and title: | Unit 33 The Impact of Communications...
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...management field. The type of career I would like to have is a great question to answer. I would be satisfied with being involved in any aspect of a franchise, but I would prefer to be involved in marketing for the team. One day, I would like to be receiving an abundant income working for a franchise as any person would wish, enjoy the work I am doing, but my ultimate career goal is to be the happiest person I could possible be while providing for my family. I feel that the 5 strengths thoroughly benefit the career I have chosen. In my field, sports management, I feel that you need to be a leader. Personally, I feel that the qualities of an achiever, relator, arranger, intellection, and ideation provide the groundwork of how I perceive a successful leader to be. Whomever may be in charge, in my opinion, should strive to consistently achieve, but also be somebody who others can relate to. A person whom another individual knows they can go to when faced with adversity. A leader should also have insightful ideas, a witty intellect, and be arranging the tasks at hand in the most productive way possible. These 5 strengths will affect my work ethic positively. With this information about myself, I can use my strengths to my advantage throughout my work career. I have the understanding that I want to achieve as much as possible, regardless of how small or big this accomplishment may be. Not only do I want to achieve for myself, I want to be successful with others. I have the ability...
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...succeed financially customer complaints need to be resolved and answer customer questions regarding policies and procedures. Equipment: Knowing how to work on computers, HR software, and photocopying equipment. Conditions: The store is clean, safe, and a comfortable work environment. Relationships: Employees provide service to customers in a friendly manner. Corresponding needs are co-workers, moral values, and social service. Report to the manager or the one of the two assistant managers. Bona Fide Occupational Qualifications Knowledge, Skills, and Abilities (KSA) Knowledge: Extensive knowledge of business, knowledge of supervision, customer service, and marketing-training....
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...paths to success is becoming our future. I realise that not just academic understanding is needed but motivation, creativity, hard work and calculated risks are what is needed to develop. The world in which we live is increasingly under the thumb of businesses, so ofcourse I want to consist in the most powerful collections of people, what could be more captivating? ”Being able to study Business and Management on a high level has allowed me to apprehend the way companies operate to a much higher level/standard of understanding. I was highly interested throughout the whole Business and Management course, but in particular I enjoyed the financial management, it allowed me to use my mathematical skills. My keen interest and enjoyment in financial management has encouraged me to pursue a career in the Business industry. During Economics I have learnt about the structural role Economics play in our lives, how goods are priced and how the laws of demand and supply determine quite everything that we do. Studying Economics has also given me knowledge of how business development works and how the choises a company makes will determine whether a company is likely to succeed or almost certainly will fail. My enthusiasm for Psychology will aid me on my way to success. Being educated in Psychology has always been a superior benefit in the business world, whether it is working with purchasers or marketing a new product. It has taught me about human interaction and how our minds...
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