23(1) e.V., T., 2014. How corrupt is your country?. [online] Cpi.transparency.org. Available at: <http://cpi.transparency.org/cpi2013/results/> [Accessed 18 Apr. 2014] Hollensen, S (2012), Essentials of Global Marketing, 2nd ed, Pearson Kotler, P & Keller, K (2012), Marketing Management, 14th Ed, Prentice Hall. Chee H & Harris R (1998), Global Marketing Strategy, Pitman Golea, V., 2009. THE IMPACT OF THE GOVERNMENTAL POLICY ON THE TRANSNATIONAL COMPANIES'ACTIVITIES. Review of
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clients, partners, and society at large” (para. 1). The above sentence covers all the aspects of marketing but there are other that just keep the logistics of marketing simple. “Marketing is managing profitable customer relationships” (Armstrong & Kotler, 2011, p. 4). Organizational Success Marketing focuses organizational attention on meeting consumer demand. To accomplish this goal a company must first anticipate consumer needs and then direct a flow of acceptable goods and services from
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processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large (AMA, 2012). Kotler and Armstrong define marketing as the process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return ( Kotler and Armstrong, 2010). What I gather from these two different definitions is that the importance of marketing is the value for the customers. Without
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accomplish an organization’s objectives by anticipating customer or client needs and directing a flow of need-satisfying goods and services from producer to customer or client” (p. 6). This definition is a more accurate view of what marketing is. Kotler and Kevin (2011) define marketing in much simpler terms, “meeting needs (those of human and social) profitably” (p. 5). Importance of Marketing Everything that an organization does revolves around customer satisfaction. This includes marketing
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Nonprofit Organization. 3rd edition. Wiley, 2000. * Jensen, Bill. Simplicity: The New Competitive Advantage in a World of More, Better, Faster. Perseus, 2001. * Kaplan. Jerry. Startup: A Silicon Valley Adventure. Replica Books, 2001. * Kotler, Philip, and Alan Andreasen. Strategic Marketing for Nonprofit Organisations. 6th edition. Prentice Hall, 2002. * Lovins, Amory, Hunter Lovins, and Paul Hawken. Natural Capitalism: The
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shows the number of units that need to be sold in order to show a zero profit. This tells you when the services you provide stop costing the company money and start producing a profit. The graph below will help in the understanding of the analysis(Kotler, 2011). Q = Break-even Point, i.e., Units of production (Q), FC = Fixed Costs, VC = Variable Costs per Unit UP = Unit Price Therefore, Break-Even Point Q = Fixed Cost / (Unit Price - Variable Unit Cost) Using the formula below will
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Defining Marketing What comes to a person’s mind when the word Marketing comes up? Marketing is a word that is used every day in a organization. The word marketing has so many definitions that one can use. According, ( Kotler, P. 2009 ) the best definition that best describes the word marketing is identifying organization objectives satisfying services and meeting the customer’s needs. A person might say that the word marketing only means to sell a product.Marketing does not just mean to sell
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1 Introduction Kotler and Armstrong (2008) stated that the product life cycle (PLC) is the course of a product’s sales and profits over its lifetime, and Komninos (2002) suggest it is the period from the first launch of the new product into the market until its final withdrawal from the market. According to McDonald (1999), (PLC) is very important marketing theory. Armstrong and Kotler (2009) employ this concept to describe a product class, a brand, or a product form. And also could apply to service
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example, when Phillips a technology company, introduced its standardized coffee maker to the Japanese markets in 1987, it failed to sell because the company did not consider that the coffee makers were too large to fit into small Japanese kitchens (Kotler 3). Localization also has its share of limitations and strengths. Localization allows for companies to tailor their products to the consumers of a certain region. For example, when attempting to penetrate the Japanese market, Mattel Barbie
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