B2B Brand Management Philip Kotler ´ Waldemar Pfoertsch B2B Brand Management With the Cooperation of Ines Michi With 76 Figures and 7 Tables 12 Philip Kotler S. C. Johnson & Son Distinguished Professor of International Marketing Kellogg School of Business Northwestern University 2001 Sheridan Rd. Evanston, IL 60208, USA p-kotler@kellogg.northwestern.edu Waldemar Pfoertsch Professor International Business Pforzheim University Tiefenbronnerstrasse 65 75175 Pforzheim, Germany waldemar
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It includes information on their vision statement, mission statement, their current strategy and performance, business objectives and Airborne Express’ present situation. It is intended to help provide context on the discussion, which follows. Vision Airborne Express does not identify a vision statement; however by reading the case it indicates that Airborne Express strives to provide high quality services with low prices in the express mail industry, along with maintaining outstanding customer
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Marketing Plan Table of Contents Page 1.0Executive Summary3 2.0Situation Analysis3 2.1Overview3 2.2Current Market Situation4 2.3SWOT analysis5 2.3.1Strengths5 2.3.2Weaknesses6 2.3.3Opportunities7 2.3.4Threats7 2.3.5Keys to success8 3.0Objectives8 4.0Marketing Strategy9 4.1Overview9 4.2Mission9 4.3Target segment9 4.4Positioning10 4.5Communication Program10 5.0Action Program11 6.0Expenses Forecast12 7.0Implementation Controls13
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THE CUSTOMER PYRAMID: CREATING AND SERVING PROFITABLE CUSTOMERS Zeithaml, Valarie A.; Rust, Roland T.; Lemon, Katherine N. California Management Review Summer2001, Vol. 43 Issue 4, p118 Innovative service companies today recognize that they can supercharge profits by acknowledging that different groups of customers vary widely in their behavior, desires, and responsiveness to marketing. Federal Express Corporation, for example, has revolutionized its marketing philosophy by categorizing its
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attentive, and informed customer service, but also that employees are capable of creating Magnolia’s famous hand crafted deserts and delicacies. In addition, Magnolia Bakery participates in many charitable acts locally, collaborates with approximately 300 charities, and contributes to concerns such as Cancer, Autism, childhood literacy, and international relief efforts ("Magnolia Bakery", 2011). This presentation is to introduce Magnolia Bakery to a service that is not exactly new, but
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business away, the substitute products and services is YouTube, customers have choice to use television cable provider as well as radio, supplier is Akamai Technology which helps NBA to increase their revenue. Because of Akamai, fans from all over the world are able to stream and download NBA high quality video. Akamai also help to increase NBA’s customers across the globe which helps NBA to compete in the market. 2. I think the NBA’s overall strategies are product differentiation and focus on
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The purpose of this case study is to help Airborne Express with its strategy formulation and implementation. Statement of the Problem and Objective Problem: Decline in the market share of Airborne Express in the volume of overnight deliveries. Objective: To become one of the top three companies in the express carriers industry. Alternative Courses of Action ● Not compete with established competitors like FedEx and UPS, and stress the reliability of its delivery schedules. ● Expand
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specific risks associated with using each business-level strategy? Seldom are there markets in which only one business exists, and as we expand into global markets the need to differentiate products, services and even customer service are a necessity. When evaluating the company’s position and the different levels of strategy, we must also take into account the diverse aspects of risk and the how the direct correlation between your mission and strategy could bring obsolete processes in innovation, non-continuation
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that there is prosperity without growth; through environmental sustainability programs. Aim a. To identify conditions that may define a sustainable economy and how they affect CEOs of Colorful Corporations. b. Providing future vision and strategies that should be considered for a sustainable Colorful Corporation by addressing the following issues: Ecology and sustainability, population and demographics, science and technology, and economy. Discussion Conditions that may defines a sustainable
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United Parcel Service By Michael Vida Carmela Miele Salvatore Samà 1 of 34 St. John’s University Undergraduate Student Managed Investment Fund United Parcel Service, Inc. (UPS) Type of Report: Recommendation & Analysis Recommendation: $58.40 Date: April 14, 2003 Limit order to buy 175 shares at $55.00 Market order to buy 175 shares Industry: Transportation - Air Delivery, Freight & Parcel Services Analysts: Michael Vida - mvida24@hotmail.com Carmela Miele – carmela37@aol
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