products are given premium promotional space in the magalogue, not to mention premium in-store shelf space. As we have already seen, CSR is quickly gaining corporate mindshare— an increasing number of companies in almost every industry are adopting CSR principles and initiating CSR programs. The realization that companies can and should play an important role in their communities—and across the nation and around the world—while making a profit is quite a step up from the old belief that the sole purpose of
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| |To apply an understanding of marketing strategies such as understanding terms, concepts, and principles relevant to planning and formulating | | |marketing strategies for appropriate product or services | | |To gain experiences in making effective marketing decisions via using the case learning approach | | |Transferable
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concepts Product marketing · Pricing Distribution · Service · Retail Brand management Account-based marketing Ethics · Effectiveness · Research Segmentation · Strategy · Activation Management · Dominance Promotional content Advertising · Branding · Underwriting Direct marketing · Personal sales Product placement · Publicity Sales promotion · Sex in advertising Loyalty marketing · SMS marketing Premiums · Prizes Promotional media Printing · Publication · Broadcasting Out-of-home advertising
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Blackwell, R., Miniard, P. and Engel, J. (2006) “Consumer behavior”, Mason: Thompson Egan, J. (2007) “Marketing Communications”, London: Cengage Learning Enis, B.M. (1974) “Marketing Principles: The Management Process” Gabbott, M. and Hogg, G. (1998). “Consumers and services”, Chichester: John Wiley & Sons. Kotler, P. and Keller, K. (2011) “Marketing Management”(14th edition), London: Pearson Education Kumar, P. (2010) “Marketing of Hospitality & Tourism Services” Tata McGraw-Hill Education
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Contributions of Internal Branding Practices to Corporate Brand Success Abstract: The purpose of this study is to investigate how internal branding practices can contribute to successful corporate brand building. The thesis is based on a case study of the successful Swedish brands Saab AB, SAS Sverige and Skanska. The results show that core values are a main building block of internal branding practices and that core values are united with cultural values with a dual purpose of adding value to
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MKT 533 Branding Strategy Cases Dr. Diane Badame Fall 2015 The price of this reader reflects a 20% discount on production costs, due to the early submittal of material by the instructor. Dear Student: Reproduction of copyrighted material, without prior permission of the copyright owner, particularly in an educational setting, is an issue of concern for the academic community. Unfortunately, the impropriety of much unauthorized copying is all too often overlooked by users in an educational
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Chapter 9 119. What valuable functions can brands perform for a firm? Brands also perform valuable functions for firms. First, they simplify product handling or tracing. Brands help to organize inventory and accounting records. A brand also offers the firm legal protection for unique features or aspects of the product. 120. Describe the three ingredients of customer-based brand equity. There are three key ingredients of customer-based brand equity. 1. Brand equity arises from differences
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know how well an organization is performing, data on performance measures are necessary. * Communications. These elements are considered so essential to TQM that many organizations define them, in some format, as a set of core values and principles on which the organization is to operate (TQM 2015). Loyalty, Quality & Control ACI's mission is to achieve business excellence through quality by understanding, accepting, meeting and exceeding customer expectations. ACI
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ASSIGNMENTS FOR MARKETING PRINCIPLES Assignment #1 – An Introduction to Marketing Read chapter 1. Be prepared to answer the following questions if called on. 1. What is marketing? 2. What is a market? 3. Define the terms ultimate consumers and organizational buyers. Give examples of each. 4. What is a target market? Why do most organizations focus on satisfying the needs of one or more subgroups of a market rather than the entire market? 5. What are the four controllable
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African Journal of Business Management Vol. 5(8), pp. 3410-3423, 18 April, 2011 Available online at http://www.academicjournals.org/AJBM ISSN 1993-8233 ©2011 Academic Journals Full Length Research Paper Branding satisfaction in the airline industry: A comparative study of Malaysia Airlines and Air Asia Kee Mun, Wong* and Ghazali, Musa Faculty of Business and Accountancy, University of Malaya, 50603 Kuala Lumpur, Malaysia. Accepted 23 March, 2011 Brand is crucial in differentiating the
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