CHAPTER 1 Marketing: Managing profitable customer relationships Marketing is managing profitable customer relationships. The goal of marketing is to attract new customers, to grow current customers by delivering satisfaction and to provide goods and services at profit. Marketing specialists must satisfy their customers’ need in a socially responsible and ethical manner The marketing process 1. Understand the marketplace and customer needs and wants Humans have 3 needs * Physical
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and to make these customers very loyal to the brand. One major tool being used is sales promotion. This communication mix vehicle has traditionally been labeled the 'relation' of advertising (Kotler, 1999). A number of reasons have fuelled the recent escalation in emphasis on sales promotions in the telecommunications industry. These pressures include brand managers’ need to meet short term organizational sales targets which advertising does not guarantee; low differentiation among competing brands
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A STUDY ON MARKETING STRATEGY IN THE CONTEXT OF ABUL KHAIR TOBACCO COMPANY LTD. Submitted to Mohammad Nazmul Huq Assistant Professor Department of Business Administration (Marketing) Submitted by Md. Anowar Hossain ID: B.B.A - 027 07143 Department of Business Administration Stamford University Bangladesh This is to certify that Anowar Hossain, ID NO. -BBA-02707143, student of
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Proactiv Marketing Plan Proactiv Solutions 10/10/2012 Table of Contents Executive Summary2 Background3-4 Marketing Objective4 Marketing Environment4 Competitive Forces5 Economic Forces5 Political Forces5 Legal and Regulatory Forces5-6 Technological Forces6 Sociocultural Forces6 SWOT analysis7 Strengths7 Weaknesses7 Opportunities7-8 Threats8 Target Market8-9 Marketing Mix9 Product9 Promotion9-10 Paid media10 Earned media10 Owned media10 Shared
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Retailing in the 21st Century Manfred Krafft ´ Murali K. Mantrala (Editors) Retailing in the 21st Century Current and Future Trends With 79 Figures and 32 Tables 12 Professor Dr. Manfred Krafft University of Muenster Institute of Marketing Am Stadtgraben 13±15 48143 Muenster Germany mkrafft@uni-muenster.de Professor Murali K. Mantrala, PhD University of Missouri ± Columbia College of Business 438 Cornell Hall Columbia, MO 65211 USA mantralam@missouri.edu ISBN-10 3-540-28399-4 Springer
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A STUDY ON MARKETING STRATEGY IN THE CONTEXT OF ABUL KHAIR TOBACCO COMPANY LTD. Submitted to Mohammad Nazmul Huq Assistant Professor Department of Business Administration (Marketing) Submitted by Md. Anowar Hossain ID: B.B.A - 027 07143 Department of Business Administration Stamford University Bangladesh This is to certify that Anowar Hossain, ID NO. -BBA-02707143, student of
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visiting the dentist, mailing a letter, getting a haircut, refueling a car, writing a check, or sending clothes to the cleaners are all examples of service consumption at the individual level. T h e institution at which you are studying is itself a c o m p l e x service organization. In addition to educational services, today's college facilities usually include libraries and cafeterias, counseling, a bookstore, placement offices, copy services, telecommunications, and even a bank. If you are enrolled
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of Integrated Marketing Communications Terence A. Shimp University of South Carolina Australia • Brazil • Japan • Korea • Mexico • Singapore • Spain • United Kingdom • United States Advertising, Promotion, & Other Aspects of Integrated Marketing Communications, 8e Terence A. Shimp Vice President of Editorial, Business: Jack W. Calhoun Vice President/Editor-in-Chief: Melissa S. Acuna Acquisitions Editor: Mike Roche Sr. Developmental Editor: Susanna C. Smart Marketing Manager: Mike Aliscad
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TABLE OF CONTENTS 2. Literature Review 2 2.1. An Overview of Mobile Telecom 2 2.1.1. Mobile Telecom market definition 2 2.1.2. Telecom in Vietnam 2 2.2. Consumer Choice 3 2.3. Variables of Customer Choice 3 2.3.1. Call quality 3 2.3.2. Price structure 4 2.3.3. Convenience 5 2.3.4. Sales promotion 6 2.3.5. Advertising 7 2.3.6. Reliability 8 2.4. Theoretical Research Model 8 2.5. Hypothesis 8 2. Literature Review This chapter presents the literature review. It divided into
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to tie the brand image with creative art in order to tell the brand story, strengthen Swatch‘s brand identity among the target audience (young students or professionals, aged 18-25) globally, and consistently incorporate different and relevant mediums (print ad, website, MTV – user-generated content, and online communities) to reach the target audience. The multi-country marketing analysis of The Swatch Group will aid in developing the IMC strategy and campaign for Swatch‘s CreArt (‗creativity‘ +
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