Commerce Department of Marketing Management Post Graduate Program January, 2012 Addis Ababa, Ethiopia Brand Preference And Its Antecedents Brand Preference and Its Antecedents: A Case of Footwear Products By: Getaneh Zelalem Advisor: Getie Andualem (PhD) A Research Project submitted in partial fulfillment of the Requirement for the degree of Master of Marketing Management Addis Ababa University School of Commerce Post Graduate Program Department of Marketing Management January, 2012
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[pic] MARKETING 201: PRINCIPLES OF MARKETING Instructor: Derick Davis, PhD Kosar/Epstein Faculty Office Wing, Office: KE-515 Phone Office: 305.284.6145 E-mail: ddavis@bus.miami.edu Section O: Tuesday and Thursday 9:30-10:45 Stubblefield Classroom 502 Section Q: Tuesday and Thursday 12:30-1:45 Dooley Memorial Classroom 200 Section R: Tuesday and Thursday 2:00-3:15 Dooley Memorial Classroom 200 Office hours: Tuesday and Thursday 3:30-5:00 Friday 9:00 – 11:00, or
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or Bru), going out in a car (Hyundai Santro, Honda Accord or Mercedes Benz). Talking on the cell phone (Motorola, Nokia, Siemens or Samsung), watching television in the evening (LG, Sony or Philips) or listening to music (Philips or Apple) etc. But how often do we think of what all a company does to put a positive imprint (fight for a shelf space) in the mind of the customer. Today nearly all the companies are focusing more and more on building strong brands. The concept of brand equity and its management
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1.0 INTRODUCTION 1.0.1 What Is Ethics? Ethics commonly means the rules or principles that define right and wrong conduct. Professional philosophers use the term ‘ethics’ to refer to the systematic study of these rules or principles, but the companies shall accept the more common definition and focus on the principles themselves. Ethical rules embody the idea of morality or, in other words, notion of what is morally right and good, as well as those things considered to be
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MARKETING (WH) {MKTG} L/R 101. Introduction to Marketing. (C) Niedermeier. The objective of this course is to introduce students to the concepts, analyses, and activities that comprise marketing management, and to provide practice in assessing and solving marketing problems. The course is also a foundation for advanced electives in Marketing as well as other business/social disciplines. Topics include marketing strategy, customer behavior, segmentation, market research, product management, pricing
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Environment 3 The Competitive Environment 4 Physical Environment 5 Survey Results 7 Strategies 7 Stage 1: Awareness through buzz marketing Phone Application Social Networking Website and Blog Online Fashion Contest Street Teams (Affect) 7 Product Placement (Affect) 17 Stage 2: Influencing the Customer’s Behavior(Conation) Error! Bookmark not defined. Structuring of the Physical Environment 13 Service 14 Incentives (Flyer/Coupon)
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example, sport travel generated $2.4 billion spending in Canada while the total person-trips related to sport travel (over 80 km) was 11,982,000 in 2004 (Canadian Sport Tourism Alliance 2006). Despite the importance of sport tourism events as a marketing vehicle to promote a destination, research on sport tourism events’ image is scarce. Studies have used brand personality scales or adjectives to measure the image of a sporting event and its similarities to sponsor brands (e.g., Ferrand & Pages 1996
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a seven point scale. To prepare a semantic differential scale, you must first think of a number of words with opposite meanings that are applicable to describing the subject of the test. For example, participants are given a word, for example 'car', and presented with a variety of adjectives to describe it. Respondents tick to indicate how they feel about what is being measured. In the picture (above), you can find Osgood's map of people's ratings for the word 'polite'. The image shows ten of the scales
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4/8/2013 “Thess- Logisti”| | CITY COLLEGE | Application of the GAP model of Service Quality | EXECUTIVE SUMMARY Aim of the study is evaluation of consumer satisfaction in Greek finance market in terms of quality of services in case of accounting and finance consulting agency “Thess-Logisti”. The main information about the company and gaps faced in front of the company were identified from the interview with the CEO of agency Mr. Chatziarapis. Also, the identification of gaps are identified
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Social Marketing Behavior A Practical Resource for Social Change Professionals William A. Smith and John Strand AED We believe in the power of social marketing to change behavior. Indeed, we began helping mothers to re-hydrate their children in 1978. The positive effects were remarkable, and we haven’t looked back since. For HIV victims, we fought stigma, delivering behavior change that combined treatment and prevention. For civil society advocates, we’re exploring the power of technology
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