Marketing Management Preparing the literature: * Summarize the paper and discuss its core findings * Explain and define the core concepts (study variables) * Describe the contribution of the study (take away message) * Explain the reasoning/processes underlying the core predictions / hypotheses Analyse the research strategy * How did the authors attempt to answer their research questions? * What are the advantages/disadvantages of these strategies? * Put
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the outstanding takeover offers by Chartwell Investments, Dreyer‘s Grand, Unilever, and Meadowbrook Lane Capital in January 2000. The case requires a discussion of fundamental firm objectives and the implications of a non-traditional corporate orientation; one needs to review the development of Ben & Jerry's strong social consciousness and the takeover defence mechanisms that maintain management's control on company assets. One is required to estimate the economic cost of its social agenda, and
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Define marketing and discuss how it is more than just “telling and selling.” 2. Marketing has been criticized because it “makes people buy things they don’t really need.” Refute or support this accusation. 3. Discuss the two important questions a marketing manager must answer when designing a winning marketing strategy. 4. How should a manager approach finding answers to these questions? 5. What are the five different marketing management orientations? Which orientation do you believe
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TQM and Performance in small medium enterprises The mediating effect of customer orientation and innovation 1. Literature Review The relationship between total quality management and performance The instrumental Role played by TQM in the assessment of production activities, in the standardization of processes and training, in competitive benchmarking, in measuring results and in increasing employee accountability has had the net effect of bringing down costs of defects and rework, reducing
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Journal of Macromarketing http://jmk.sagepub.com/ Market Responsiveness to Societal Interests Tracy L. Gonzalez-Padron and Robert W. Nason Journal of Macromarketing 2009 29: 392 DOI: 10.1177/0276146709344954 The online version of this article can be found at: http://jmk.sagepub.com/content/29/4/392 Published by: http://www.sagepublications.com On behalf of: Macromarketing Society Additional services and information for Journal of Macromarketing can be found at: Email Alerts: http://jmk
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AN INTRODUCTION TO MARKETING MANAGEMENT CONTENTS 1.0 Aims and Objectives 1.1 Introduction 1.2 Marketing Concept 1.2.1 The Production Concept 1.2.2 The Selling Concept 1.2.3 The Marketing Concept 1.2.4 Relationship Marketing 1.2.5 The Societal Marketing Concept 1.2.6 Holistic Marketing Approach 1.2.7 Marketing Mix 1.2.8 Product (Customer Benefit) 1.2.9 Promotion (Marketing Communications) 1.2.10 Distribution (Customer Convenience) 1.2.11 Price (Customer Cost) 1.2.12 The Marketing Mix Coherency 1.2
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Title of the article selected is “Entrepreneurial Orientation, Strategy, and Marketing Capabilities in the Performance of Born Global Firms” which published in International Business Research Teaching and Practice- The Journal of the AIB-SE Volume 2 Number 1 in year 2008, from page 12 to page 38. Samantha Hartsfield, Douglas Johansen and Gary Knight are the authors of this article. The primary objective of the article is to investigate the antecedents that affect the international performance
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which it will sell its products and services in such a way that it can generate profit as well as satisfy the customer, and it may be a part of the business’s marketing plan. Price management is a very critical element in marketing and competitive strategy and a key determinant of performance. Among different pricing strategies, marketing managers can choose their preferred type. The overall objective of pricing is to increase sales and profits globally (Kigan, 2001).Global Pricing subject can be
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Abstract In the last few years, the Iranian banking system has consistently ignored customer-orientation and its fundamental. Therefore, the banking system has not been able to use recent modern marketing very well, because of various economic and social problems such as the governmental banking system and the excess of the demand rate over supply. People do not have any incentive to use Iranian banking system, because banking system do not pay attention to their priority values and needs
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Cuddeford Introduction to Business Social Media And Marketing There has been a tremendous amount of change in the global markets in the past few years. This has predominantly due to the fact that there is a shift in the consumer mindset, consumption patterns, changes in demography and organizational attitude brought through by advancement in technology. This has led to a change in marketing strategies and practices across the world. Marketing thinkers and companies are prompted to frequently re-think
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