...they continue to practice what they preach and engage in inbound marketing alone? HubSpot, based on its two segments: Ollie Owner B2B and Marketer Mary B2B, can increase the number of customers using different strategies for different segments. As exhibit 8 shows the average customer age to be 12 months approximately; HubSpot can lock such customers into yearly contracts. Yearly subscriptions would also allow HubSpot to recover their cost of acquiring a customer quickly. However this might result in losing some Ollie Owner customers (why?) therefore a lower fee, along with longer contract length could retrieve back lost Ollie customers. HubSpot is known for its inbound marketing: it is their identity. They attempt to convince their customers to use inbound marketing methods hence using outbound marketing will create doubts in the minds of HubSpot workers as well as their customers, which could put their mission statement at risk. Outbound marketing costs a lot more in relation to inbound marketing. Small firms are usually looking for cheaper methods for marketing. They want to keep costs as low as possible; outbound might not prove favorable for such firms. HubSpot has a first-mover advantage in inbound marketing therefore it is better for them to focus on creating consistency and providing quality products rather than devoting their time to outbound marketing, for which HubSpot said was ‘dead’. Inbound marketing results in a variety of different customers, where it becomes...
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...Applying an Inbound Marketing Approach in e-Commerce to Obtain Customers loyalty Khaled Ashraf Shaaban Faculty of Computer Science – Information Systems Department The British University in Egypt Cairo, Egypt Khaled117974@bue.edu.eg Abstract: In a modern fast moving world and challenging market, a business has to keep an eye on the latest technologies and marketing techniques to guarantee a competitive advantage. One of the latest marketing approaches used today by most businesses specially the ones using e-commerce as a main channel is Inbound Marketing. It is a marketing strategy aims to build a strong relationship with customers based on loyalty. That is achieved by taking an extreme care of both marketing content and targeted community instead of the offered product or service. This paper aims to declare the difference between inbound and outbound marketing in terms of applicability and result and focuses on the methodologies and techniques used to obtain customers loyalty by following the inbound approach. Introduction: Inbound marketing is a set of marketing plans and techniques concentrates on pushing clients towards a business and its products or services in order to obtain their loyalty. It has become widely followed as it changes the way buyers look at products, as they now surf the internet first to look for the product that is more likely satisfying and meeting their needs. Inbound marketers feed their customers with all the needed information...
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...How to Use Facebook for Business VP Inbound Marketing HubSpot Twitter: @mvolpe Mike Volpe Ellie Mirman Inbound Marketing Manager HubSpot Twitter: @ellieeille How to Participate on Twitter Step One 1. Login to your Twitter account g y 2. Comment and ask questions including the hashtag “#hubspot” How to Participate on Twitter Step Two 1. Go to http://search.twitter.com 2. Search for “#hubspot” Agenda • What is Facebook & Why is it Important? • How to Get Started • How to Create Your Business Page • 5 Tips for Promoting Your Business • What to Measure & How Outbound Marketing 800-555-1234 Annoying Salesperson Inbound Marketing Blog g SEO Social Media Rethinking Marketing Outbound Marketing • Telemarketing • Trade shows • Direct mail • Email blasts Email blasts • Print ads • TV/radio ads Inbound Marketing • SEO / SEM • Blogging • Social Media • RSS • Free tools/trials • Public Relations Interruption Permission What is Facebook? Why You Should Care • • • • • • • Over 120 million active users Adding 250,000 new users each day since Jan 07 Addi 250 000 hd i J 07 4th most trafficked website Most trafficked social media site Top Social Search Engine p g More than 55,000 networks More than half are outside of college & fastest More than half are outside of college & fastest growing demographic is 25 years or older “I’m 48. I don t understand I m 48 don’t this Social Media stuff.” • Similar to a business Similar to a business ...
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...conduct successful inbound and outbound telemarketing programs.We are now part of AnswerNet, one of the US leading Inbound and Outbound Telemarketing and outsourced teleservices firms so you can be sure that your telemarketing needs are handled with the utmost professionalism and care. | | | So why should you do telemarketing? Telemarketing is the most popular, dynamic, flexible and effective marketing and communications technique available. To get started, select the business situation & solution that best fits your needs: * Small Business Telemarketing Services – Telemarketing services tailored for the small business, startup business or the smaller budget. Learn more... * Business Telemarketing Services – Telemarketing services tailored for the mid-sized business or any business looking to implement full service telemarketing solutions. Learn more... * Enterprise Level Telemarketing and TeleSales Services – Advanced Telemarketing & Telesales services for larger businesses or corporations looking for more complex telemarketing and telesales solutions - up to the outsourcing of your inside sales or customer care teams. Learn more... Inbound Telemarketing Publish, display and mention your phone numbers in catalogs, direct mail, emails, faxes, print ads, on websites and in DRTV/radio spots to generate orders and leads. Cross-sell/up-sell callers to boost revenues. Make your CRM strategy gain results by presenting targeted offers on inbound telemarketing...
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...Luke Kindelin Informative Report Comm 2800 April 15, 2013 Inbound Marketing “Hey, follow me on Facebook! We have all of our information about our company here and examples of our work.” How many times have you heard this over the past few years from a company? Facebook, Twitter, LinkedIn and Pinterest are taking over the advertising of businesses. This is the new technology of advertising. Businesses have to put their companies on the internet and make a website because this is where people find products and things they need. Nobody goes to the yellow pages in the phonebook anymore to find anything. This generation everything is through the internet. To compete in today’s business; companies must use inbound marketing to create exposure through and on the internet. The old way of sales representatives going house to house and taking phone calls is fading away. Billboards are being overpowered by internet ads. Our generation has taken advertising to a new level and older companies have to change their ways of marketing and selling products. Through Inbound Marketing businesses and companies gain more support. Social media is not just for teens and fun but now more important for companies to succeed and to make a better profit. The marketing department of every company has always been a very vital and important section of all companies. This is how companies get people to buy their product over a competitor. When people think of advertising they see an attractive model,...
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...9-509-049 REV: JANUARY 24, 2011 THOMAS STEENBURGH JILL AVERY NASEEM DAHOD HubSpot: Inbound Marketing and Web 2.0 None of [the old rules of marketing] are true anymore. The Web has transformed the rules, and you must transform your marketing to make the most of the Web-enabled marketplace of ideas. — David Meerman Scott, author of The New Rules of Marketing and PR Business was good at HubSpot. Founders Brian Halligan and Dharmesh Shah were thrilled with the progress their young company had made in the two years since they began their journey to convince corporate America that the rules of marketing had changed. To be successful in the marketplace, HubSpot needed to be much more than just a software company. Its founders had to become evangelists, preaching a new way of doing business that would fundamentally change how marketers reached their customers. To their great pleasure, Halligan and Shah were finding a willing audience for their ideas. HubSpot was now considered a thought leader in the Web 2.0 space, coining the term “inbound marketing” to describe marketing strategies and practices that pulled prospective customers toward a business and its products, through the use of Web 2.0 tools and applications like blogging, search engine optimization, and social media. Halligan and Shah realized that their business was at a crucial juncture. They had just reached the noteworthy milestone of 1,000 customers, attaining this level of critical mass by practicing...
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...Business Opportunity Analysis [Airborne Express] Seoeui Hong 1316692 1. Identify the key buyers, products and geographies that Airborne Express, FedEx, and UPS try to serve. Are they similar or different? | Airborne Express | Federal Express | UPS | Product Line | Air-express transportation + provides delivery service of small packages and documents | FedEx Ground delivery (No shipment)(Business documents, electronic components, medical samples and replacement parts) | Ground delivery + express delivery by air(Courier Express Services Freight Forwarding Services Logistics Services) | | | | | Target Customer Segment | Business customers that regularly ships large volume of urgent items | All Segments | All Segments (For their basic business shipping envelopes and packages, anyone around the world who wants to ship an envelope or package) | | | | | Geographies | railroads, motor freight, water transportation, air transportation | railroads, motor freight, air transportation | railroads, motor freight, air transportation | | | | | The upper chart demonstrates a comparison among the three largest companies- Federal Express, UPS, and Airborne Express. The physical, information, and human assets deployed to accomplish this feat varied from company to company, but the basic activities are similar in terms of products, target, and geographies. But, there are some different...
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...'Mischief' is the guiding philosophy behind the brand's marketing and has been a core aspect of the business from the outset. Woolfenden, marketing director at the Irish bookmaker, says this stems from one of its founders, Stuart Kenny - an embodiment of 'mischief and entertainment'. It is embraced by the whole business, so it is common for colleagues to pitch mischievous ideas. Social media is at the heart of Paddy Power's marketing, often inspiring both its digital and above-the-line campaigns. 'We hear you' is the brand's ad strapline and, alongside mischief, a central marketing theme. 'If you look at what people tweet to Paddy Power, or go on our Facebook page, there's always good stuff,' says Woolfenden. 40% - Paddy Power's share of the social audience among bookmakers, 330% - Increase in Paddy Power's social footprint since January 2012 Source: Paddy Power (BrandRepublic, 2012) QuBit Social score breakdown, July, 2012 Paddy Power have the strongest social presence: The QuBit social scores are calculated based on each company’s reach on each social network, which is then weighted based on the average time spent on the website and revenue driven through each source. Betfair and Paddy Power was the only site to have engaged across all five key social networks, with a notable presence on the rapidly growing site Pinterest, which has been found to proportionally drive far more revenue than Twitter. (Qubit products, 2012) The strength of brands within the online gambling...
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...The Marketing Plan Developing a Marketing plan As with any business venture, your entry into international markets should be well planned. A detailed marketing plan should be developed to provide a blueprint for your marketing activities. Whether you are a small family run attraction or an international airline, the principles for a marketing plan are the same. The purpose of marketing is to match the right product to the right market, providing an optimum return on investment. It is more than just advertising. Essentially there are four elements (the four P’s) of marketing: product, price, place and promotion. A good marketing plan incorporates a combination of these elements. Writing a marketing plan is one of the most important steps that you can take to improve your business’s effectiveness and efficiency. The plan will guide your marketing decisions and assist in allocatingyour resources. It should incorporate: > Overall business objectives. What is it that your organisation wants to accomplish? > Assessment of the market environment. What are the factors, internally and externally, that will affect your business and servicing of identified markets? > Market Identification. What are the specific markets and segments that are most likely to use your product? > Marketing Objectives. Are the objectives for each target market measurable, achievable, time-specific, non-ambiguous and flexible? > Marketing Strategies. What is the best combination of the four P’s...
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...10-step guide to social link building A publication of A A A A Hubspot’s All-in-one MArketing softwAre brings your whole marketing world together in one, powerful, integrated system. get Found: Help prospects find you online convert: nurture your leads and drive conversions analyze: Measure and improve your marketing Plus more apps and integrations request A deMo Http://bit.ly/get-your-deMo UqM leAd generAtion g leAd MAnAgeMent blogging & sociAl MediA eMAil & AutoMAtion sY seArcH optiMizAtion MArketing AnAlytics 3 deep dive into social link building An introduction incoMing links to A website or web pAge received froM A A A A inbound links AnotHer website or web pAge; Also known As bAcklinks A business that doesn’t generate inbound links is like a car without gas: it exists but doesn’t work. so how can you generate links? through link building: the key off-page search engine optimization factor. the more links you have pointing to your site, the more traffic and better rankings you can secure through search engines. Inbound links bring three major benefits to your business: brAnd exposure And AwAreness direct/indirect trAffic (And leAds) seArcH engine rAnkings (residuAl trAffic) social media becomes a key tool in attracting a large number of inbound links at a low cost. in this deep dive we examine how to magnetize others to link to your site without spending a red cent on advertising...
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...Between Strategy and Tactics to Unlock the Power of Your Social Media Marketing by garyasanchez “Strategy is doing the right things. Tactics is doing things right.” ~various attributions, including Peter Drucker and paraphrased from Sun Tzu I recently posted a series of slides from prominent social media thought-leaders as to why social media is not a retail marketing strategy. The point was not to diminish the potential value of social media or inbound marketing, for there are considerable benefits to be realized. Rather, my point was to assert that the use of social media and inbound marketing tactics can benefit tremendously by being used to support general marketing strategies and online content strategies. Starting your marketing efforts with well thought out strategies will help you manage limited resources, help you understand what’s driving success and failure, and accelerate success by unlocking the creativity that exists within your organization. Goals, strategies and tactics Before you can speak intelligently about the differences between strategies and tactics, you first need to start with the purpose of having strategies and tactics. The biggest reason is to help you achieve a goal. A goal is a specific result that your business needs to achieve in order to sustain itself, usually through revenue growth or expense reduction, but also sometimes in terms of market share or cash flow. A goal is more often than not a financial measure, should be your measure of what...
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...1- Why study operation management Operation management is the core producing of all enterprises, we come in contact with products and services everyday or every minute, that are produced with a certain level of efficiency and quality control to assure customer satisfaction and other standards that are ethical or required by legislations and regulation. Operation management deals with the supply of materials which are needed for production, production processes, and delivery of the final product to the consumer who might be a house hold, a person, or a business entity. Managing this operation process and the machinery or human labor required is all called operation management that deals with quality and efficiency; it is the real field of production working side by side with HRM, Marketing, and Finance departments to satisfy the firm strategic plans. 2- How does the function of an operation manager differ from of a marketing manager or a finance manager? And how are they similar? Operation management is more in the real production line than in offices and gathering data or performing analysis or forwarding questionnaires, but operation management take the inputs from marketing for setting the standard of customer expectations and take the financial inputs from financial department for funding the required products and within the operation management is setting the standard and sending outputs to HRM for the required work forces to achieve the strategic goals. But...
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...niche b. b. Customer intimacy c. c. Low-cost leadership d. d. Product differentiation | 2. | (Points: 0.5) | | An information system can enhance core competencies by: a. a. providing better reporting facilities. b. b. creating educational opportunities for management. c. c. allowing operational employees to interact with management. d. d. encouraging the sharing of knowledge across business units. | 3. | (Points: 0.5) | | Which competitive force did 7-Eleven determine as being its primary disadvantage, based on your reading of the chapter case? a. a. Traditional competitors b. b. Substitute products and services c. c. Customers d. d. Suppliers This is wrong | 4. | (Points: 0.5) | | The ________ model is used to describe the interaction of external forces that affect an organization's strategy and ability to compete. a. a. network economics b. b. competitive forces c. c. competitive advantage d. d. demand control | 5. | (Points: 0.5) | | Wal-Mart's continuous replenishment system allows it to: a. a. provide mass customization. b. b. provide an efficient customer response system. c. c. strengthen customer intimacy. d. d. achieve economy of scale. | 6. | (Points: 0.5) | | The primary activities of a firm include: a. a. inbound logistics, operations, outbound logistics, sales and marketing, and service. Page 132 b. b. inbound logistics, operations, outbound logistics, technology...
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...Internship Report On “Operational Activities of Supply Chain Department at Nestlé Bangladesh Limited” 1 Internship Report on “Operational Activities of Supply Chain Department at Nestlé Bangladesh Limited” Supervised by Mr. Mohammad Rezaur Razzak Associate Professor BRAC Business School BRAC University Prepared By Nahid Islam ID-09104050 BRAC Business School BRAC University Date of Submission September 07, 2014 2 Letter of Transmittal: September 09, 2014 Mr. Mohammad Rezaur Razzak Associate Professor BRAC Business School BRAC University Dear Sir, This is my pleasure to present my internship report entitled “Operational Activities of Supply Chain Department - Nestlé Bangladesh Ltd.” which has been prepared as a requirement for the completion of the BBA Program of BRAC University. It was a great opportunity for me to work at Nestlé - the world's largest Nutrition, Health and Wellness Company. I worked at Supply Chain Function of Nestlé Bangladesh Limited and successfully completed my internship. While working on the report, I have tried to follow every guideline that you had advised. I got extended support from Nestlé Bangladesh Supply Chain family both during my work and preparing my report. Thanks again for your guidelines and support to prepare this report. Sincerely Yours, Nahid Islam ID: 09104050 BRAC Business School BRAC University 3 Acknowledgement I would first...
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...M.Ravi Dissanayake Senior Lecturer, Department of Marketing Mgt University of Kelaniya Introduction Michael Porter introduced the value chain analysis concept in his 1985 book ‘ The Competitive Advantage’ . Porter suggested that activities within an organization add value to the service and products that the organization produces, and all these activities should be run at optimum level if the organization is to gain any real competitive advantage. If they are run efficiently the value obtained should exceed the costs of running them i.e. customers should return to the organization and transact freely and willingly. Michael Porter suggested that the organization is split into ‘primary activities’ and ‘support activities’. Why it needs for strategists: * To analyze internal performance of SBUs or corporate as holistic * To understand how industry goes on KPIs and to keep SBU consistent * To organize activities to support for the generic strategy * As a base line for resource allocation * Performance review guide Understanding How Value is created within Organizations How does your organization create value? How do you change business inputs into business outputs in such a way that they have a greater value than the original cost of creating those outputs? This isn't just a dry question: it's a matter of fundamental importance to companies, because it addresses the economic logic of why the organization exists in the first place. Manufacturing...
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