industry will be analysed, continuing on to compare the marketing mix of two organisations within that industry. All organisations - with their suppliers, customers, competitors, and publics - have a macroenvironment. This environment consists of macro forces that act on and affect the organisation and are generally outside their control, as opposed to the micro forces which also affect the organisation, but are generally under their control. The marketing mix is the term used to describe how an organisation
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“Relationship Marketing Across Value Delivery Network: A Literature Review” Author(s) *Dr. Tripti Singh Lecturer, School of Management Studies, Motilal Nehru National Institute of Technology, Allahabad, Uttar Pradesh-211004, India tripti@mnnit.ac.in, kumartripti@rediffmail.com www.mnnit.ac.in **Vibhava Srivastava Research Scholar, School of Management Studies, Motilal Nehru National Institute of Technology, Allahabad, Uttar Pradesh-211004, India vibhava.sri@gmail.com www.mnnit
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customers that the business has decided to aim its marketing efforts and ultimately its merchandise towards. A well-defined target market is the first element to a marketing strategy. The target market and the marketing mix variables of product, place(distribution), promotion and price are the four elements of a marketing mix strategy that determine the success of a product in the marketplace. Once these distinct customers have been defined, a marketing mix strategy of product, distribution, promotion
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E-MARKETING OPPORTUNITIES AND CHALANGES Topic: E-CRM By, Gowthami Budarapu ABSTRACT: Customer Relationship Management (CRM) is a way to identify, acquire, and retain customers - a business' greatest asset. By providing the means to manage and coordinate customer interactions, CRM helps companies maximize the value of every customer interaction and in turn improve corporate performance. E-CRM, or electronic Customer Relationship Management, is an integrated online sales,
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854-8762 (f) drl2@columbia.edu August 2004 Revised February 2005 Second Revision May 2005 Thanks to Kathleen Chattin from Intel Corporation and Darin Klein from Microsoft Corporation, members of the Marketing Science Institute Brands and Branding Steering Group, and participants at the Marketing Science Institute Research Generation Conference and 2004 AMA Doctoral Consortium for helpful feedback and suggestions. BRANDS AND BRANDING: RESEARCH FINDINGS AND FUTURE PRIORITIES ABSTRACT Branding
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building brands. Rethinking Marketing by Roland T. Rust, Christine Moorman, and Gaurav Bhalla • Included with this full-text Harvard Business Review article: 1 Article Summary Idea in Brief—the core idea 2 Rethinking Marketing Compliments of: Reprint R1001F SPOTLIGHT ON REINVENTION Rethinking Marketing Idea in Brief Companies have powerful technologies for understanding and interacting with customers, yet most still depend on mass media marketing to drive impersonal transactions
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MKTG208: MARKETING MANAGEMENT INDIVUDUAL ESSAY/ ASSIGNMENT BY LUKE CREELEY 41495217 DUE DATE: 7TH SEPTEMBER 2011 WORD COUNT: 2411 Define and discuss the concept of holistic marketing. Your discussion should include the following: 1. Describe and analyse the ways holistic marketing can assist organisations to connect with customers. 2. Explain how holistic marketing can build brand/s. 3. Explain how
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Balance Scorecard The balanced scorecard is a tool for management that facilitates the efficacious implementation of strategies instigated by an organization. This is an implement that has been measured expansively in study as well as practice (Figge, Schaltegger & Wagner, 2002). By linking organizational activities that are non-financial and functioning with fundamental chains to the organization’s long-lasting method, the Balanced Scorecard supports the appointment and administration of all
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Marketing I (Fundamentals) Week 2 Marketing Orientation Marketing Management Ø The analysis , Planning , Implementation and Control activities of management with regards to marketing. Marketing Management Philosophies 1. Production Concept Focus on production and distribution efficiencies Consumers will favour products that are available and affordable 2. Product concept Focus on product improvement Consumers favour better products 3. Selling concept Focus on more selling and promotion Consumers
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Digital Marketing SBMA7109 February 2014 - Spring SBMA7109 – Digital Marketing Module Introduction/Information AIM(S) To encourage students to explore the range of possibilities presented by digital marketing and to identify future opportunities in this field. LEARNING OUTCOMES Upon the successful completion of this module, the student should be able to demonstrate the ability to: 1. Appraise the digital impact on each element of the marketing mix and the range of different e-marketing tools
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