The current issue and full text archive of this journal is available at www.emeraldinsight.com/1355-5855.htm Brand extension: using parent brand personality as leverage Angelina Nhat Hanh Le and Julian Ming Sung Cheng Business Administration Department, National Central University, Chung-Li City, Taiwan, Republic of China Brand extension 599 Yueh Hua Lee Department of Business Administration, Tamkang University, New Taipei City, Taiwan, Republic of China, and Megha Jain Department
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Effect of Brand Name on Quality Perception and preference. Introduction Recently, the consumer consciousness had raised and most of the consumers choose to purchase their familiar and favorable brand. Therefore, if businesses want to defeat their competitors, they have to make consumers love to buy their products and brands. Even though consumers are familiarize to the product they heard before and are willing to purchase the product, brand awareness is the most important factor to influence purchase
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Classic Airlines Problem-Solving Process Barbara Terry MKT/571 – Marketing April 10, 2012 Clifford M. Lavin MSIM University of Phoenix Classic Airlines Problem-Solving Process Classic Airlines, one of the largest airline carriers in the world, servicing 240 cities, and more than 2,300 flights every day is in the service industry (UOPX Classic Airlines scenario, 2012). Classic Airlines is making a profit; however
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BSOP588 – Managing Quality Keller School of Management, Miramar, Fl Title: High Quality Auto Manufacturing Company 1. Case Study Title: My proposed high quality small part manufacturing company is Keller Precision Manufacturing. 2. Company Overview 3.1. Company Size We are a small company, roughly 50 employees strong. 3.2. Type of Industry As a contract manufacturer we have worked in various industries including: Medical, Automotive, Electronics, Alternative Energy
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Introduction • The Coca- Cola Company was incorporated September 5, 1919. • The company is the leading nonalcoholic beverage company. • Coca-Cola offers over 500 different brands. • Coca-Cola “originated as a soda fountain beverage in 1886 selling for five cents a glass” (The Coca- Cola Company, 2015) in Atlanta, Georgia. • Coca-Cola puts its ““Focus on needs of our consumers, customers and franchise partners” (The Coca- Cola Company, 2015) {The Coca-Cola Company is the leading and the most
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environment (Kotler & Keller, 2012). Companies use many methods to determine the prices for products that will generate better revenue. The owner or boss of a small business will often be the ones that determine the pricing strategy but in a big corporation, the pricing strategy will be established by the top management. The divisional, product and line managers of the big corporation use the pricing strategy policies and objectives approved by the top-management team (Kotler & Keller, 2012). Lipman
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Marketing is a technique utilized by organizations to obtain or notify consumers about new or current products or services (Kotler, & Keller, 2012, p. 5). It is a method that includes advertising, market research, promotion and selling of products or services to make a business profitable (Kotler, et al, 2012, p. 5). In business there are two critical functions, innovation and marketing, which in the company’s eyes it can mean understanding and knowing the customer so well that the product or service
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Description: Describe your product’s functions, applications, uses, and what value it offers to consumers. The iPhone is just one of the many technological devices that Apple, Incorporated. offers to its consumers. The iPhone’s primary function is that of any mobile device used to communicate with others. However, with its recent innovations, the iPhone has become so much more than just a cellular phone. It has become a multi-tasking device that consumers can use to manage their lives and
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Tell Me Your Dreams by Sidney Sheldon BOOK ONE CHAPTER ONE Someone was following her. She had read about stalkers, but they belonged in a different, violent world. She had no idea who it could be, who would want to harm her. She was trying desperately hard not to panic, but lately her sleep had been filled with unbearable nightmares, and she had awakened each morning with a feeling of impending doom. Perhaps it's all in my imagination, Ashley Patterson thought. I'm working too hard. I need a vacation
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Case Study on IKEA Executive Summary The case study of IKEA has been read, analyzed; and the findings are presented in the report as required. The goal of the report was to analyze the case study of IKEA and then to present the findings as well as performing some tasks that are required in this report. Firstly, some terms that are closely associated with marketing has been described and analyzed. In addition to that, those terms are also discussed in relation with
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