development • profitability. CURRICULUM TOPICS • Leadership • Autocratic style • Democratic style • Laissez-faire style GLOSSARY Business objectives: the ends which an organisation seeks to achieve by means such as budgeting tools and strategies. Service-orientated: when the organisation’s behaviour is centred on meeting customers’ needs. Repeat business: when customers return to use a company’s services again. Leadership: the ability to inspire others in order to achieve an organisation’s
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THE REPUBLIC OF TURKEY BAHCESEHIR UNIVERSITY THE GRADUATE OF SOCIAL SCIENCES IMPACT OF BRAND AWARENESS ON CONSUMER LOYALTY MASTER OF BUSINESS ADMINISTRATION MASTER OF BUSINESS ADMINISTRATION PROJECT Burç ÖRETMEN İSTANBUL, 2014 THE REPUBLIC OF TURKEY BAHCESEHIR UNIVERSITY THE GRADUATE OF SOCIAL SCIENCES IMPACT OF BRAND AWARENESS ON CONSUMER LOYALTY MASTER OF BUSINESS ADMINISTRATION MASTER OF BUSINESS ADMINISTRATION
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message to its target market. In olden days there was no such concept of advertising because people would only buy products. They were only concerned about the utility of the product. The scenario changed with the passage of time and the marketers started something different. They associated the products with emotions, life style, style etc. With the passage of time the market got bigger and it was difficult to have one product for all the market so the marketers divided the markets into different groups
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fits into the organization, market segmentation, and product differentiation. Section two covers product and pricing. Section three covers promotion (sales) and distribution. As you read the book, consider that it is organized as follows: marketing and its environment (consumer behavior, industrial buyer behavior, marketing environment), product, pricing, promotion, and distribution. So, coverage begins with introductory concepts and proceeds into the marketing mix elements (product, price, promotion
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company or its activities. The following symbols have been used in the tables: Two dots (..) indicate that data are not available or are not separately reported. Rows in tables have been omitted in those cases where no data are available for any of the elements in the row; A hyphen
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translations - Relationships and networks - Markets - Marketers and prospects Needs, wants and demands A need is a state of deprivation of some basic satisfaction. A need is not created by the marketer, but is a biological concept, for example hunger, thirst, safety, shelter, esteems. Wants are desires for specific satisfiers of needs and may be considered a higher level need. For example when an individual may have a need for food, his / her want will be a specific prepared meal such
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------------------------------------------------- Introduction Can u guess the name of the company which is is the ninth most valuable brand in the world? has replaced the us army as the nation largest job training organization? controls the market share of more than 3 food chains taken together in America? It’s none other than Mcdonald’s corporation USA. Looking at the above statistics makes one wonder that what is the driving force behind all these achievements? How is it that the chicken burger available
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........................................6 8. Marketing Environment 8 9. Porter’s Five Models 10 10. SWOT Analysis 13 11. Segmentation, Targeting & Positioning 14 12. Market Research 15 13. Internal Data Analysis 23 14. Service Strategy ................28 15. Growth strategy................................................................................................................31 16. Special Thanks.....................................................
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chapter 1 Marketing in a Changing World: Creating Customer Value and Satisfaction ROAD MAP: Previewing the Concepts Fasten your seat belt! You’re about to begin an exciting journey toward learning about marketing. To start you off in the right direction, we’ll first define marketing and its key concepts. Then, you’ll visit the various philosophies that guide marketing management and the challenges marketing faces as we move into the new millennium. The goal of marketing is to create
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9-205-058 REV: AUGUST 19, 2011 MALCOLM BAKER JAMES QUINN Ber rkshire Partne Bid e ers: dding f Cart for ter’s In the spring of 2001, Bost o ton-based pri ivate equity firm Berkshi Partners w consider ire was ring a levera aged buyout (LBO) of the William Cart Co., a lead ter ding producer of infant, ba r aby, and child dren’s appar in the Un rel nited States. Berkshire Par B rtners, which had extensi h ive experienc investing i the ce in retail and manufac cturing
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