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 adding
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popularized in recent decades due to the emergence of factors including globalization and the rise of global/transnational corporations (Jenkins, 2005). Attitudes around this concept have also altered from viewing CSR as a philanthropic exercise to a concept/practice necessary for corporate survival. The latter point can be supported by a numerous examples of organizations that have not complied with ethical/socially responsible standards, such as Nike, who faced numerous allegations of unethical conditions
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Inherently strategic because of indirect effects • Creates possibilities and options that did not exist before • May become ubiquitous! The insight to harness the potential is not distributed evenly. Does IT matter? Three broad lessons • Extracting value from IT requires innovations in business practices. • IT’s economic impacts comes from incremental innovations rather than “big bang” initiatives. • The strategic impact of IT investments comes from the cumulative effect of sustained initiatives to innovate
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big impact (Hartman, 2005). In this case, a company good intention will frequently shadowed by it bad steps in damaging society even it is unintentionally done. In contrast for that, Louis Vuitton had practiced their good intention by launching environmental department in 1992 in order to preserve the nature thus helping Louis Vuitton to produce high quality product (LVMH launches its own Green Week, 2012). Behind the scene, Louis Vuitton also increases their carbon emission by 25% in 2012 while manage
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Table of Contents 1. Memo to Sales Manager……………………………………………………..3 2. Buyer Information………………………………………………………………4 2.1 Buyer Profile……………………………………………………………..4 2.2 Decision-Making………………………………………………………..4 2.3 Macro Environment and Trends……………………………………..5 2.4 SWOT Analysis……………………………………………………………6 3. Selling Company Information………………………………………………..7 3.1 Company Profile………………………………………………………..7 3.2 Reputation & Image……………………………………………………8 3.3 SWOT Analysis……………………………………………………………8 3.4
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FIRST STOP Nike’s Customer-Driven Marketing: Building Brand Engagement and Community The Nike “swoosh” is everywhere! Early on, to build image and market share, Nike lavishly outspent competitors on big-name endorsements, splashy promotional events, and big-budget, in-your-face “Just Do It” ads. Competitors stressed technical performance; Nike built customer relationships. In the late 1990s, Nike stumbled, and its sales slipped. Looking back, Nike’s biggest obstacle may have been its own
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Chapter 1 ------------------------------------------------- Managerial Accounting: An Overview Solutions to Questions 1-1 Financial accounting is concerned with reporting financial information to external parties, such as stockholders, creditors, and regulators. Managerial accounting is concerned with providing information to managers for use within the organization. Financial accounting emphasizes the financial consequences of past transactions, objectivity and verifiability, precision, and
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Nanotechnology Patricio Peña Medina June 14, 2013 Composition II Professor M. Putman Research Paper It’s the biggest technology challenge since the information super high way. Engaging scientist, entrepreneurs and governments form countries all over the world. Public debates, press conferences and expos around the world this technology is revolutionizing science. Not visible to the naked eye, tiny self-assembling Nano systems offer big solutions to some of the world’s most complex
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Risk management Unit 6.4 Module name: - risk management ATHE Level 6 Diploma in Management (QCF) Submission by: - pritpal kaur sangha Student id:- Diploma in management Date:- Table of content Assignment 1 Introduction………………………………………………………………...3 1.1 An explanation of risk management……………………………............................3 1.2 how risk management
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Measuring the Impact of Social Programs: A Review of Best Practices Lesley Sept, Sandra Naylor, Randy Weston February 9, 2011 Introduction The question of how to measure the impact of a global corporation’s social efforts can seem almost unmanageable. The facets of influence seem to multiply
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