Chapter 8 PRODUCTS, SERVICES, AND BRANDS: BUILDING CUSTOMER VALUE MARKETING STARTER: CHAPTER 8 Nike: Building Deep-Down Brand-Customer Relationships Synopsis Marketing is all about creating brands that connect with customers, and few marketers have done that as well as Nike. During the past several decades, Nike has built the Nike swoosh into one of the world’s best-known brand symbols. During the 1980s, Nike revolutionized sports marketing. It powered its way through the early 1990s, aggressively
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Gateway Computers. Company Background The story of Gateway is an inspiring one. The company, originally called Gateway 2000, was founded in 1985 in an Iowa farmhouse by Ted Waitt, the son of a fourth-generation Iowa cattleman. Armed with a rented computer, a three page business plan, and a $10,000 loan guaranteed by his grandmother, Waitt dropped out of the University of Iowa to pursue his dream. Gateway’s early value proposition was similar to what it is today: offer products directly to the customer
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12 Apple Inc. Strategy Review and Recommendation Group: E2 12 Apple Inc. Strategy Review and Recommendation Group: E2 Content 1. Company Background 4 2. Report Aim and Scope 4 3. Analysis of the Current Environment 5 3.1. PEST Analysis 5 3.2. Porter’s Five Forces 7 3.3. Resource Portfolio Analysis 8 3.4. Current SWOT Analysis 10 4. Analysis of the Future Environment via Scenario Planning 11 4.1. Impact of Scenarios on Apple’s Five Forces 12 4.2.
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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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Elements of Success Jonny Be Good MKT241 October 2, 2013 Dr. Watson Elements of Success For marketers, the four P’s or the “elements of a marketing mix” is known as studying the right product, putting that product in the right place, at the right price, in the right manner. In simplest terms, the four P’s is as followed: product, place, price, and promotion. Implementing all four P’s can mean success for an organization. To the Hawaii Department of Education, executing each element
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on-line retail giants such as Amazon and eBay, ultimately put JC Penny on the brink of collapse. But then enter former Apple executive Ron Johnson, and his innovative approach to make JC Penny America's store once again. This document discusses the marketing approach by Ron Johnson and JC Penny's attempt to be great again. 1) Briefly describe Penney's proposed new pricing strategy, also providing bit of background on the company and department store industry. For the past ten years or so, JC Penny
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phones is where it all went wrong. Nokia sold phones in the hundreds of millions, controlled supply chains and had the tightest relationships with carriers. Customers meanwhile had to do mobile computing on a screen the size of their thumb. While Apple was designing the iPhone and Nokia was selling half a billion phones each year, Google bought a company called Android and announced an Open Handset Alliance, a grouping of industry players who would come together to build an open source OS for smart
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he or she reviewed. Explain any additional recommendations you would make to improve the effectiveness of that communication. A: Summary: A communication strategy involves the formulation of a desired position for the organization in terms of how it wants to be seen by its different stakeholder groups. The content of a communication strategy is influenced by the process by which it is formed and by the different individuals and layers in the organization who have had a stake in it (Cornelissen,
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being an innovator. 2.Marketing process I would like a new Toyota Prius Hybrid. 1.Market knows that graduate doesn’t have a stable income so Toyota focus on a low price car that will cater to every customer. 2.Toyota’s customer driven market strategy is knowing that today’s consumer wants a fuel efficient car which will save them money, thus Toyota focus on that idea. 3.Toyota uses tv commercial to present the idea that Prius is a very reliable and fuel efficient car. Prius might be the only
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Means-end Chain A way to describe how a product interacts with the consumer Breaks down into 3 Areas, within each are 2 subgroups: Attributes – What is the product? * Concrete: Tangible aspects? * Abstract: Intangible aspects? Benefits – What it delivers to the consumer? * Functional: What does it do? * Psycho-Social: Consumers thoughts on it? What they think others will think of it? Values – What does it aid the consumer in doing? * Instrumental: Short term goals, does it
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