...1. Why do people (end user) use Facebook and what do they do when they are there? Nadkarni & Hofmann (2012) investigated the factors contributing to Facebook (hereafter FB) use based on the researches on psychology, technical features of FB, demography and personality of FB users, and suggested a dual-factor model of FB use. In accordance with the model, FB users are motivated by two essential needs: (1) the need to belong and (2) the need for self-presentation. The need to belong can be referred as the innate drive to have a relationship with others and gain social acceptance, and the need for self-presentation as an impression management in which people attempt to influence the perception of their image. These two factors can work as a pair or singly for FB use. For example, the number of FB friends and a desirable presentation of self on FB positively associate with the degree of subjective well being and users’ self-esteem because of visualization of social networking (Kim & Lee, 2011). FB enables users to create own profiles including name, gender, date of birth, e-mail address, home town, personal interests, job information and photograph (Facebook, 2016). The interactions on FB are the friends list, the wall, pokes, status, events, photos, video, messages, chat, groups and like. The friends list is a significant part of FB, because it enables the endusers to create a public display of their accounts which viewers can click to expand the network. Like allows users to give...
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...Beyond Traditional Marketing Prepered By: Dipali Parmar and Harsh Pandya Dept. of Business Administration, Faculty of Management., Bhavnagar University Bhavnagar Content of Abstract:Introduction:Every marketing manager needs to know about marketing in today‟s competitive markets. Beyond traditional marketing means now a days there are introduce many new technologies for the purpose of marketing. For instance, web assessment-measuring the effectiveness of electronic commerce site, Direct marketing, effect of word-of-mouth (WOM) marketing on member growth at an Internet social networking site, network marketing/ multi-level marketing, current trends, prospects and challenges in Indian retail industries, rural marketing, Indian marketing strategies for new product development, current marketing environment, value chain and corporate strategic planning, focus on consumer behavior, customer satisfaction etc….. Abstract:Successfully conducting business on the Internet calls for new marketing paradigms that meet the requirements of the unique combination of its inherent characteristics: electronic markets, technological platform, and marketing issues. In this context, electronic markets are the Framework in which market transactions are performed on the Internet. Underlying Internet technology forces marketing activities to be different from the ones applied to traditional sales channels and performance marketing is the essential ingredient for creating the best offering for...
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...of employing a sales force: The various types of promotional tools that are used by business organisations like SPSL are: advertising, public relations, trade event, direct marketing, sales promotion and personal selling. Advertising: Advertising is the process through which a company draws attention of the members of public about its products and services by communicating it to them through advertisements which are communicated through various sources of medium like TV, Radio, news paper and leaflets. The main disadvantage of advertising is it involves high costs (Bertrand et al, 2010). Public Relation: Public relation is the process through which a company communicates the positive messages about itself and its services through press releases and events that are conducted by the company. The main disadvantages of public relation are that designing and implementing a public relation campaign is a complex process and the success of the process is hard to measure (Karimi, 2013). Trade Events: Trade events are processes through which a company displays its products and services to the members of the public to create awareness through trade fairs to create awareness and increase its market share. The main disadvantage of conducting trade events for a company is that they may not attract and deliver the message to the target customers of the company (Gottlieb et al, 2011). Direct Marketing: Direct marketing is the process in which a company provides marketing information about...
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...HubSpot: Inbound Marketing and Web 2.0 Contents Introduction 3 HubSpot Background 4 Inbound vs. Outbound Marketing 4 Product & Pricing 6 Marketplace & Competition 10 Marketing Strategies 14 Customers & Segmentation 16 SWOT Analysis 22 CRM Implications 23 Problem Statement 25 Appendix A – Exhibits 27 References 30 Introduction HubSpot founders, Brian Halligan and Dharmesh Shah, were selling more than software—they were selling a philosophy. They believed that Web 2.0 was a game changing technology that could be leveraged to fundamentally change the way marketers attracted customers. At the same time, typical push marketing techniques were becoming ineffective. Greg Stuart, x-CEO of Interactive advertising bureau, estimates that advertisers spend roughly $112 billion (just over half of total spending in 2006) on sending messages that reach the wrong audience or none at all (Anonymous, 2006). HubSpot designed their products to fill and manage the customer funnel using techniques termed Inbound Marketing. Using the same techniques and products they were selling, HubSpot was able to attract 1,000 customers in a little over a year which showed that their philosophy was sound. In fact, their philosophy was “sold” even before they had a single customer because they were able to raise $17M in venture capital. They attracted a diverse group of customers using the inherent characteristics of inbound marketing techniques. However...
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...Nurrific Water Bottling Company Tamikia Washington Argosy University Table of Contents Introduction to Marketing 6 MARKETING 6 The Marketing Mix 6 PRICE 6 PRODUCT 7 PLACE 7 PROMOTION 7 The Marketing Environment 7 Marketing and its relationship with other functional areas of business 8 RESEARCH AND DEVELOPMENT 8 Human Resource 8 Customer service 9 Planning 9 Goals and Objectives 9 Planning Gap 9 Ethics in Marketing 10 Market Research 10 Research methods & Data Mining 10 Market Research Process 11 Consumer Behavior 11 B2C vs. B2B 11 Marketing to B2B 11 Marketing to B2C 11 Consumer Decision Making Process 12 Factors Affecting B2C and B2B consumer behavior 12 Market Segmentation 12 Market Segmentation Concepts 12 Behavioral 12 Demographic 12 Geographic 12 PRODUCT 13 o Core product 13 o Actual product 13 o Augmented product 13 Product life cycle 13 o Introduction Stage 13 o Growth Stage 13 o Maturity Stage 13 o Decline Stage 14 BSC model 14 Services Marketing 14 Price determination and Pricing Strategies 14 Supply 14 Demand 15 Competition 15 Objectives and Strategies 15 o Price skimming 15 o Price penetration 15 Distribution channel 16 Logistical arm 16 Marketing arm 17 Length and width 17 Direct and indirect 17 o Direct channels 17 o Indirect channel 17 Verbal & Horizontal channel conflict 17 Verbal channel 17 Horizontal...
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...Autowrap Mobile Advertising 16.58 Lecture Link 16-3: Dealing with Changes in Personal Selling 16.59 Lecture Link 16-4: Sampling Works Wonders 16.59 Lecture Link 16-5: Viral Marketing Used to Promote Yu-Gi-Oh! 16.60 Critical Thinking Exercises 16.61 Critical Thinking Exercise 16-1: Identifying Product Placement 16.61 Critical Thinking Exercise 16-2: Advertising Appeals 16.62 Supplemental Cases 16.64 Supplemental Case 16-1: Waking Up the Coffee Industry 16.64 Supplemental Case 16-2: The New Breed of Salesperson 16.67 Brief Chapter Outline CHAPTER 16 Today’s Promotional Techniques GETTING TO KNOW DAN WIEDEN OF WIEDEN AND KENNEDY I. PROMOTION AND THE PROMOTION MIX. II. ADVERTISING: PERSUASIVE COMMUNICATION. A. The Growing Use of Infomercials. B. Advertising and Promotion on the Internet. C. Global Advertising. III. PERSONAL SELLING: PROVIDING PERSONAL ATTENTION. A. Steps in the Selling Process. 1. Prospect and Qualify. 2. Preapproach. 3. Approach. 4. Make Presentation. 5. Answer Questions. 6. Close Sale. 7. Follow Up. B. Using Technology to Practice Consultative Selling. C. The Business-to-Consumer (B2C) Sales Process. IV. PUBLIC RELATIONS: BUILDING RELATIONSHIPS. A. Publicity: The Talking Arm of PR. V. SALES...
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...Yu Zhang Improving Customer-Based Brand Equity: On-line and Off-line Programs for B2C Company -- Case Company: VANCL Business Economics and Tourism 2012 2 ACKNOWLEDGEMENTS I would like to express sincere thanks to my supervisor Ms. Åsa Lillhannus, who encouraged me to write thesis on this topic and always welcomed my opinions. Furthermore, she used her professional knowledge to provide good suggestions for my study. I also want to give thanks to Cao Wen and He Mengdi who help me to conduct and test the questionnaires. Thanks to Qin Ziyin who always discussed with me the research and gave her advice. I want to thank all my friends who support me during the whole writing process. Most importantly, THANKS TO MY PARENTS! Vaasa, Finland 05.06.2012 Zhang Yu 3 VAASAN AMMATTIKORKEAKOULU UNIVERSITY OF APPLIED SCIENCES International Business ABSTRACT Author Title Zhang Yu Improving Customer-Based Brand Equity: On-line and Off-line Programs for B2C Company. Case Company: VANCL 2012 English 88 + 9 Appendices Åsa Lillhannus Year Language Pages Name of Supervisor The objective of this research was to study the short-term process of building customer-based brand equity in the on-line shopping industry and provide managerial suggestions for Vancl to improve its customer-based brand equity. In order to achieve the main aim, the following sub research problems based on theoretical study were separately set. First, how do audiences feel about Vancl’s brand elements...
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...Social media marketing refers to the process of gaining website traffic or attention through social media sites. Social media is a platform that is easily accessible to anyone with internet access. Increased communication for organizations fosters brand awareness and often, improved customer service. Additionally, social media serves as a relatively inexpensive platform for organizations to implement marketing campaigns. Social media marketing (SMM) is a form of Internet marketing that utilizes social networking websites as a marketing tool. The goal of SMM is to produce content that users will share with their social network to help a company increase brand exposure and broaden customer reach. Is social media marketing right for your business? * This is the question few companies ask themselves before launching into social media marketing. And, as a result, their forays into social media marketing often result in frustration and, sometimes, failure. Not because social media marketing doesn’t work – just because they didn’t do it correctly. Social media marketing is like any other campaign, it must have an objective and a strategy to achieve desired results. * There are many companies that think it's the quick fix to a struggling business or that it will generate revenue that will help them in a difficult economic time. Truth is that social media can, in fact, affect your bottom line – but, it takes time. * Social media has a sequence of events that transpire...
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...A REPORT ON Business Development and Consumer Satisfaction, with special reference to MyDeals247, Bangalore Submitted to: Jain University- CENTER FOR MANAGEMENT STUDIES Bangalore, Karnataka As partial Fulfillment of the Requirement for Bachelors degree in Business Management (August-September, 2013) (Guide) Submitted by Anand Puthanpurayil Jain University-CENTER FOR MANAGEMENT STUDIES (JU-CMS) #1/1-1, Atria Towers, Palace Road Bangalore, KA 560001 DECLARATION BY THE STUDENT I hereby declare, that this project titled Business Development and Consumer Satisfaction undertaken at MyDeals, Bangalore has been submitted by me for the recognition of Bachelors in Business Management, as partial fulfillment of the requirements for Undergraduate Degree in Business Management (2011-2014). This is the result of original work carried out by me. This report has not been submitted anywhere else for awards of any other degree/diploma. Anand Puthanpurayil Signature of the Student Date: CERTIFICATE BY THE GUIDE This is to certify that Anand Puthanpurayil has carried out this project report titled “Business Development and Consumer Satisfaction” undertaken at MyDeals, Bangalore, as partial fulfillment of the requirements for the Undergraduate Degree in Business Management (2011-14), under my guidance during the academic session August- September, 2013. It is also certified that the...
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...Business P lan P roposal – F ebruary 6 th, 2 015 Group 5 Achard, David; Chams, Karim; Fiaux, Remy Kocarslan, Yasemin; Polano, Nils Schaufelberger, Tatjana; Tayza, Htet 1 Table of Contents EXECUTIVE SUMMARY ......................................................................................................................................................... 4 INDUSTRY ANALYSIS ............................................................................................................................................................. 6 INDUSTRY SIZE, GROWTH RATE AND PROJECTIONS ................................................................................................................................... 6 INDUSTRY STRUCTURE & NATURE OF PARTICIPANTS ................................................................................................................................ 6 INDUSTRY TRENDS & KEY SUCCESS FACTORS ............................................................................................................................................. 6 LONG-‐TERM PROSPECTS ..............................................................................................
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...and welcomed promise. This conceptualisation of a brand is universal and applies to various domains including FMCG, internet services and B2B. What changes in every context is the enactment of the brand. It is argued that the concept of a brand is universal, however some adjustments are required in line with the specific context applied; in this case the B2B context. Branding has myopically been viewed by business marketers as largely irrelevant to business markets. Associated mostly with emotional value, branding was believed to offer very little to what is traditionally considered a very rational process i.e. the organisational decision making process. More recent research acknowledges that despite the differences between B2C and B2B contexts both B2C and B2B brands need to engender trust and develop both cognitive and affective ties with stakeholders. THE BENEFITS OF BRANDING IN INDUSTRIAL MARKETS Branding in an industrial market must be perceived to convey benefits to various stakeholders for companies to financially invest in it. With regard to the company investing in branding a number of benefits have been identified. Cretu et al (2007) found branding had a positive impact on the perceived quality of the product or service. It was also perceived as providing a product with an identity, a consistent image and as conferring uniqueness. A strong brand will be demanded and allow companies to demand a premium price. Due to the demand of the branded products competitive...
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...CONTENTS Toyota executive summary………………………………………………………………………………………………………………1 How products are developed to sustain competitive advantage………………………………………………………2 How distribution is arranged to provide customer convenience………………………………………………………3 How price are set to reflect an organisation’s objectives and market conditions…………………………….4 Analyse the additional elements of extended marketing mix……………………………………………………………5-6 Show how and why international marketing differ from domestic marketing……………………………………7-8 How promotional activities is intergrated to achieve marketing objectives……………………………………….9 Plan marketing mixes for two different segments in consumer markets……………………………………………10 Illustrate differences in marketing products and services to business rather than consumers…………..11 Reference……………………………………………………………………………………………………………………………………………12 TOYOTA EXECUTIVE SUMMARY Toyota is a Japanese multinational automaker headquatered in Toyota , Aichi ,Japan. The company was founded by kiichiro Toyoda in 1937 as a spinoff from his father’s company Toyota industries to create automobiles. Three years earlier ,in 1934, while still a department of Toyota industries, it created its first product, the type A engine , and , in 1936 ,its first passenger car, the Toyota AA . Toyota motors corporation group companies are Toyota (including scion brand), lexus, daihatsu and Hino motors along with several non-automative companies . TMC is part of the Toyota group, one of the largest...
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...Social Media Marketing The New Age of Business Name: Dipali Patel Student Number: 300814137 Professor’s Name: Nadira Singh Course Name: Business Culture & Craft Course Code: BUSN 733 Date Submitted: 11/18/2015 Executive Summary Social Media Marketing is the best opportunities available today to connect with prospective consumers. Social media marketing is the new mantra for current businesses to socialize. Marketers are focusing on different social media opportunities and taking new social initiatives more than ever before. Now days, business cannot afford to have no presence on the social channels, all business small to large uses Social Media Marketing for their marketing activities. In the current business practices, many companies and marketers are not using social media marketing effectively. Marketers are using selected social media platforms and staying not interested for other available many different social media platforms. In addition, many marketers present avoiding attitude towards new social network. Many marketers are not spending proper time the social media marketing. To stay in the competitive marketplace and grow the business, marketers should Increase their use of Social media marketing and use different possible social media platforms for the marketing activities. Companies and marketers have to adopt new social media networks to grow their connections and should spend more and more time on...
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...ANSWER SHEET A: Question 1 - What marketing mix and ‘other’ key issues need to be addressed? Complete using charts below, please. Marketing Mix Issues | Proof/evidence from case | Product | Value Added Product * Client turnover and loss related to Canadix Convenience service support and intranet system – This support system is only offered to SME and larger businesses, nothing similar and customized is offered to large retail chains that may benefit from an easier way to order PDA systems to better suit the needs of customers locally therefore increasing sales * Service for PDA systems is provided by CCC certified technician from a third-party service partner that typically provided service for several manufacturers products – These technicians are not loyal to the CCC brand and may not uphold the same quality level of service that an employee working directly for CCC will provide (First time fix 30% below industry average). They may also be working on other repair processes for other manufacturers and the CCC PDA system may not be priority and therefore lengthening repair time. Technicians may have a personal opinion on PDA products and pitch another product to the customer * Average time of 240 hour fix time is much above the industry average of 144 hours – PDA systems are a hefty investment and needed daily, a fix time so much above the industry average will result in frustrated and negative customer feedback and negative word of mouth in the industry the customer is...
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...Sephora.com. The word Sephora originates from "sephos", which is Greek for "beauty" and the name Zipporah, the exceptionally beautiful wife of Moses in the Book of Exodus. The name Zipporah is in the Greek Old Testament. The Sephora logo is a white "S" shaped flame against a black background. Sephora is a French brand and chain of cosmetics store founded in 1970 by Dominique Mandonnaud and this company is originated in the capital city of Paris in France. Sephora is a consumer goods industry. Sephora opened its first United States store in New York City in 1998. Its North American headquarters is located in San Francisco, with corporate offices in New York City and Montréal. Featuring more than 100 brands, along with its own private label, Sephora offers beauty products including makeup, skincare, body, fragrance, color, and haircare. Today, Sephora is one of the leading perfume and cosmetics stores in France and holds a long-standing presence in the beauty industry around the world. Sephora is owned by Louis Vuitton and Moet Hennessy LVMH as of 1997. Sephora launched its online store to the U.S. in 1999 and into Canada in 2003.Sephora currently operates over 1,700 stores in 30 countries worldwide generating over $4 billion in revenue as of 2013, according to Forbes. As of September of 2013, the Sephora at Champs Élysées in Paris, France, attracts over six million people a year. Sephora now also offers UK delivery on its site. 2.0 Descriptions of general marketing mix elements ...
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