xiii Part One: Blue Ocean Strategy 1 2 Creating Blue Oceans Analytical Tools and Frameworks 3 23 Part Two: Formulating Blue Ocean Strategy 3 4 5 6 Reconstruct Market Boundaries Focus on the Big Picture, Not the Numbers Reach Beyond Existing Demand Get the Strategic Sequence Right 47 81 101 117 viii
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SUMMARY Product is the first and most important element of the marketing mix. Product strategy calls for making coordinated decisions on product mixes, product lines, brands, and packaging and labeling. In planning its market offering, the marketer needs to think through the five levels of the product: the core benefit, the basic product, the expected product, the augmented product, and the potential product, which encompasses all the augmentations and transformations the product might ultimately undergo
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Question 1. How does the theory of the firm provide an integrated framework for the analysis of managerial decision making across the functional areas of business? Discuss. Answer. Contribution of theories of the firm to the concept of the business model The advantage of the Chesbrough and Rosenbloom approach to the business model concept is that its functions or components provide a comprehensive structure by which to analyse different sources of value in firms. Compared for instance with Amit
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question about it: This is a tough time to be selling to business customers. The budget allowances simply aren’t there. If you thought it was hard to make a sale before—when typically 85% of a customer’s budget was allocated to existing commitments and only 15% remained for discretionary spending—you’re finding out how much harder it can be, as even that fraction disappears in across-the-board cuts. Making matters worse, your customer relationships have lost much of their power. With less money to
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KARLSHOCHSCHULE INTERNATIONAL UNIVERSITY Seminar Paper Co-creation and its impacts on film tourism as reflected by The Lord of the Rings and Harry Potter Tours Nguyen Thi, Thu Thuy WS 2014 23.12.2014 Contents Introduction ................................................................. 3 I. Literature review ........................................................ 4 1.1 Studies on co-creation .................................................................................
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What Are Your Customers Worth? Not all customers are created equal. You need to know their lifetime value, then compare the cost of acquiring, serving, and keeping them. By Sunil Gupta and Donald R. Lehmann Most senior executives say their companies should be customer-focused. Yet in times like these, when budgets are tight, some of the first expenditures to be cut are for marketing and IT, both of which are supposed to help companies better understand and serve customers. Professors Elizabeth
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and packaging. This wide range is available in all IKEA stores and customers can order much of the range online through IKEA’s website. IKEA stores include restaurants and cafés serving typical Swedish food. They also have small food shops selling Swedish groceries. The biggest sales countries are Germany, USA, France, UK and Sweden. Competitive prices are one of the foundations of the IKEA concept and help to make customers want to buy from IKEA. This low price strategy is united with a wide range
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and describe different users and their need of using the financial statements: 1. Etisalat telecom 2. Emirates airline 3. ADNOC petroleum 4. Shell petroleum 5. Unilever 6. Global learning center 7. Eco-Schools , UAE 8. Dubai Charity Association 9. Dubai Foundation for Women And Children 10.Environment Protection & Development Authority, Ras Al Khaimah Answer: Global Learning Centre Users and their needs: 1. Investors, lenders and shareholders:
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of its competitors-to-be, before it made the move to enter the low-cost commuter airline market. It looks like the efforts included attempts to measure the efficiency of operations and practices on these other airlines. To survive, USAir's MetroJet needs to adopt efficient practices, which will promote low costs. Of course, service must be of sufficient quality as well. The MetroJet team appeared to be "benchmarking" both operations efficiency and service quality in order to enter the market with better
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MARKETING 7E People real Choices This page intentionally left blank MARKETING 7E People real Choices Michael R. SAINT JOSEPH S SOLOMON ’ U OLLINS NIVERSITY Greg W. MARSHALL R C OLLEGE Elnora W. THE UNIVERSITY OF SOUTH CAROLINA UPSTATE STUART Prentice Hall Boston Columbus Indianapolis New York San Francisco Upper Saddle River Amsterdam Cape Town Dubai London Madrid Milan Munich Paris Montreal Toronto Delhi Mexico City Sao Paulo Sydney Hong Kong Seoul Singapore Taipei Tokyo Editorial
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