...Model T vehicle every 24 seconds (History, 2009). The main focus of The Ford Motor Company was the amount of vehicles the assembly line could produce and sell; this was done by creating using production plants where the parts being used to produce the vehicles could be interchangeable on the assembly line, and the ability of the assembly line to move instead of being static. After the production era came the sales era, beginning in the 1920s and lasted until the 1960s. Industries, like the flour industry, were producing more than customers could consume and competition was growing (Crane, 2014). Companies like General Mills had to find ways to persuade customer to purchase their products. During sales era, General Mills created Betty Crocker. Betty Crocker was created because General Mills was receiving thousands of inquiries about baking during one of their gold-medal winning flour promotions, and to personalize their responses...
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...The GED Language Arts, Reading Test Passing the GED Language Arts, Reading Test Jean Dean ABE/GED Teacher Mentor Teacher California Distance Learning Project www.cdlponline.org 1 GED Video Partner #11 Passing the GED Reading Test In the end, we will remember not the words of our enemies, but the silence of our friends. Martin Luther King, Jr. TEST OVERVIEW: Time: 65 minutes The test consists of fiction and nonfiction readings. • Fiction excerpts include readings from novels, short stories, folk tales, poetry, and plays. • Nonfiction excerpts include readings from reviews, essays, articles, speeches, biographies, business documents, and articles about the visual arts. The test consists of 40 multiple-choice questions. • 30 of the questions come from fiction readings. • 10 of the questions come from nonfiction readings. There are seven passages. • Three of the passages are from prose fiction (novels, short stories, and folk tales). • Poetry and plays have one passage each. • Nonfiction has two passages. There are three literary time periods. One passage comes from each of these periods: • Before 1920 • 1920-1960 • After 1960 The following reading skills are tested: • Comprehension—identifying the main idea, the purpose of a selection, supporting details, and using context clues to discover the meaning of unknown words 2 • • • Application—applying ideas to a new context Analysis—recognizing the way material is organized...
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...REVIEW OF LITERATURE The term marketing has changed and evolved over a period of time, today marketing is based around providing continual benefits to the customer, these benefits will be provided and a transactional exchange will take place. Philip Kotler defines marketing as 'satisfying needs and wants through an exchange process'. In this age of globalization hyper competition has become a regular feature. Today the markets are no less then battlegrounds and one has to strive very hard for survival and growth. A brand is a name, sign, symbol, slogan or anything that is used to identify and distinguish a specific product, service, or business. Careful brand management seeks to make the product or services relevant to the target audience. Therefore cleverly crafted advertising campaigns, can be highly successful in convincing consumers to pay remarkably high prices for products which are inherently extremely cheap to make. This concept, known as creating value, essentially consists of manipulating the projected image of the product so that the consumer sees the product as being worth the amount that the advertiser wants him/her to see, rather than a more logical valuation that comprises an aggregate of the cost of raw materials, plus the cost of manufacture, plus the cost of distribution. Consumers may look on branding as an important value added aspect of products or services, as it often serves to denote a certain attractive quality or characteristic. Definition of Brand: ...
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...UNIVERSITY OF INNSBRUCK Master Thesis Employee Branding How do brands affect employees? Master Program: Organizational Studies Author: Luisiana Garza Jordàn 0817703 Acknowledgements I would like to thank the University of Innsbruck for the education it has provided me for the past two years. During this program I have had the opportunity to grow professionally and personally. To my colleagues for sharing knowledge and experiences… Recognition should also go out to Evalueserve, the company I worked with during my research; for the time and access to the organization in order to complete this thesis. Dr. Iain Munro, my professor and advisor, for the time, input, proofreading and recommendations. This thesis would not have been the same without his support. Ich möchte mich auch besonders bei meiner langjährigen Freundin Sigrid Granitzer bedanken, die bei Evalueserve angestellt ist. Sie war nicht nur mein Hauptkontakt zur Firma, sondern auch eine besondere Person in meinem Leben, die mich die ganzen zwei Jahre meines Studiums in Österreich begleitet hat. Für ihre Hilfe, Zuspruch und Unterstützung... Esta tesis esta dedicada especialmente a las personas más importantes de mi vida; mi familia, Papá, Mamá, Any, y José. Ustedes son mi apoyo, motivación, inspiración, y ejemplo a seguir. Esta es sólo una meta más que logramos como equipo. Sin ustedes no hubiera sido posible. Papá, papelito habla… y este es el mío. Los quiero… i Declaration in Lieu...
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...UNIVERSAL PICTURES and EMMETT / FURLA FILMS Present A MARC PLATT Production In Association with OASIS VENTURES ENTERTAINMENT LTD / ENVISION ENTERTAINMENT / HERRICK ENTERTAINMENT / BOOM! STUDIOS A BALTASAR KORMÁKUR Film PAULA PATTON BILL PAXTON JAMES MARSDEN FRED WARD and EDWARD JAMES OLMOS Executive Producers BRANDT ANDERSEN JEFFREY STOTT MOTAZ M. NABULSI JOSHUA SKURLA MARK DAMON Produced by MARC PLATT RANDALL EMMETT NORTON HERRICK ADAM SIEGEL GEORGE FURLA ROSS RICHIE ANDREW COSBY Based on the BOOM! Studios Graphic Novels by STEVEN GRANT Screenplay by BLAKE MASTERS Directed by BALTASAR KORMÁKUR –1– CAST Waitress Margie . . . . . . . . . . . . . . . . . . . . . LINDSEY GORT Roughneck #2 . . . . . . . . . . . . . . . . . HILLEL M. SHARMAN Robert “Bobby” Trench . . . . . . . . . DENZEL WASHINGTON Roughneck #3 . . . . . . . . . . . . . . . . . . . . . . . . AARON ZELL Marcus “Stig” Stigman . . . . . . . . . . . . MARK WAHLBERG Roughneck #4 . . . . . . . . . . . . . . . . . . . . . . . HENRY PENZI Deb . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . PAULA PATTON CREW Earl . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . BILL PAXTON Admiral Tuwey . . . . . . . . . . . . . . . . . . . . . . . FRED J. WARD Quince . . . . . . . . . . . . . . . . . . . . . . . . . . JAMES MARSDEN Directed by . . . . . . . . . . . . . . . . . BALTASAR KORMÁKUR Papi Greco . . . . . . . . . . . . . . . . . EDWARD JAMES OLMOS Screenplay by . . . . . . . . . . . ...
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...MULTIPLE CHOICE. Choose the one alternative that best completes the statement or answers the question. 1)Some countries outlaw ________, a practice in which a company prices its products lower than they are priced at home. 1) _______ A)gray marketing B)dumping C)black marketing D)parallel importing E)countertrading TRUE/FALSE. Write 'T' if the statement is true and 'F' if the statement is false. 2)A casual research design tracks the responses of the same sample of respondents over time. 2) _______ TRUE/FALSE. Write 'T' if the statement is true and 'F' if the statement is false. 4)Problem recognition is the first step in the buying decision process in the business market. 4) _______ MULTIPLE CHOICE. Choose the one alternative that best completes the statement or answers the question. 5)Why would a company adopt an undifferentiated targeting strategy when there is so much evidence of the benefits of a differentiated strategy? 5) _______ A)to take advantage of economies of scale B)to remove the need for disintermediation C)to move a product to the next stage of its product life cycle D)to more efficiently focus on its CRM strategy E)all of the above TRUE/FALSE. Write 'T' if the statement is true and 'F' if the statement is false. 6)The evaluation stage for a product is longer for an impulse purchase than it is for a shopping product. 6) _______ MULTIPLE CHOICE. Choose the one alternative that best completes the statement or answers the question. 7)Brand managers are...
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...1. The different between push and pull supply chain. Answers: 1. A “push” promotional strategy makes use of a company's sales force and trade promotion activities to create consumer demand for a product. The producer promotes the product to wholesalers, the wholesalers promote it to retailers, and the retailers promote it to consumers. A good example of "push" selling is mobile phones, where the major handset manufacturers such as Nokia promote their products via retailers such as Carphone Warehouse. Personal selling and trade promotions are often the most effective promotional tools for companies such as Nokia - for example offering subsidies on the handsets to encourage retailers to sell higher volumes. A "push" strategy tries to sell directly to the consumer, bypassing other distribution channels (e.g. selling insurance or holidays directly). With this type of strategy, consumer promotions and advertising are the most likely promotional tools. Pull A “pull” selling strategy is one that requires high spending on advertising and consumer promotion to build up consumer demand for a product. If the strategy is successful, consumers will ask their retailers for the product, the retailers will ask the wholesalers, and the wholesalers will ask the producers. A good example of a pull is the heavy advertising and promotion of children's’ toys – mainly on television. Consider the recent BBC promotional campaign for its new pre-school programme – the Fimbles. Aimed...
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...18–20) After examining customerdriven marketing strategy, we now take a deeper look at the marketing mix: the tactical tools that marketers use to implement their strategies and deliver superior customer value. In this and the next chapter, we’ll study how companies develop and manage products and brands. Then, in the chapters that follow, we’ll look at pricing, distribution, and marketing communication tools. The product is usually the first and most basic marketing consideration. We start with a seemingly simple question: What is a product? As it turns out, the answer is not so simple. Chapter Preview 8 Products, Services, Building and Brands Customer Value Before starting into the chapter, let’s look at an interesting brand story. Marketing is all about building brands that connect deeply with customers. So, when you think about top brands, which ones pop up first? Perhaps traditional megabrands such as Coca-Cola, Nike, or McDonald’s come to mind. Or maybe a trendy tech brand such as Google or Facebook. But if we asked you to focus on sports entertainment, you’d probably name ESPN. When it comes to your life and sports, ESPN probably has it covered. W The ESPN Brand: Every Sport Possible—Now Television: From its original groundbreaking cable network— which now serves 98 million households—the ESPN brand has sprouted six additional networks—ESPN2, ESPN Classic, ESPNEWS, ESPNU, ESPN Deportes (Spanish language), and ESPN International (46 international networks...
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...000 outlets in 91 countries. Targeted advertising, timely publicity, and sales promotion have been important to Subway’s growth. For more than 10 years, memorable Subway ads featured Jared Fogle, a college student who was overweight but lost 245 pounds by only eating Subway’s low-fat sandwiches like the “Veggie Delite.” Jared says it was a fluke that he ended up in Subway’s ads. After all, he was recruited to do the ads because of good publicity that Subway got after national media picked up a story that Jared’s friend wrote about him in a college newspaper. Subway’s strategy at that time focused on its line of seven different sandwiches with under 6 grams of fat. The objective was to set Subway fare apart from other fast food, position it to appeal to health-conscious eaters, and spark new sales growth. Jared already knew he liked Subway sandwiches, but the “7 under 6” promotion inspired him to incorporate them into his diet. As soon as Jared’s ads began to run, word of his inspiring story spread and consumer awareness of Subway and its healthy fare increased. It’s always hard to isolate the exact impact of ads on sales, but sales grew more than 18 percent that year. The ads also attracted attention from potential franchisees. Many of them followed up by requesting the franchise brochure, which explains how Subway’s strategy works and why Subway is a profitable small business opportunity. For instance, it describes how franchisees elect a group to help advertising...
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...\CONSUMER BEHAVIOUR Basic concepts and definition Objectives: By the end of this lesson you will be able to: Explain why marketing managers should understand consumer behavior Define and explain basic concepts in the study of consumer behavior. Introduction Why is it difficult to market any product to consumers? The reason is simple: Consumers are complex and constantly changing. Not only is it difficult to figure what marketing program will work but also what worked yesterday may not work today. Thus marketers must constantly improve their understanding of customers. Understanding consumer behavior and knowing your customers is never simple. Customers may say one thing but do another. They may not be in touch with their deeper motivation. They may respond to last minute influences. Some companies like Kenya Airways, Equity Bank, Microsoft, Coca-Cola e.t.c have stood to profit from understanding how and why their customers buy. On the other hand not understanding your customer’s motivations, needs and preferences can hurt. In Kenya, companies like Elliott’s and Sang Yong Motors failed. Consider also the case of Kodak when it introduced its Advantage camera and proudly marketed it as a high-tech product but to a generation (usually referred to as middle-aged baby comers) for which the bells and whistles of new technology had lost their appeal. It was a costly bust. Basic definitions and concepts Marketing: Just to remind ourselves we can say that...
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...7 Corporations in the Modern Era The Commercial Transformation of Material Life and Culture I hope we shall . . . crush in [its] birth the aristocracy of our monied corporations which dare already to challenge our government to a trial of strength and bid defiance to the laws of our country. —Thomas Jefferson (letter to Tom Logan, 1816) J 1 ustice John Paul Stevens of the U.S. Supreme Court cited the third president of the United States in his strong dissent to the majority’s 2010 decision allowing corporations unlimited spending on behalf of political candidates.1 Quoting the court’s earlier McConnell decision, Stevens wrote, “We have repeatedly sustained legislation aimed at ‘the corrosive and distorting effects of immense aggregations of wealth that are accumulated with Jefferson’s animus may seem curious in light of the history of British corporations that financed the settling of the first North American colonies and, as discussed in this chapter, are often credited with providing the model for representative government adopted by the framers of the U.S. Constitution (Tuitt 2006). 280 Corporations in the Modern Era——281 the help of the corporate form.’” The court’s decision, Justice Stevens continued, “will undoubtedly cripple the ability of ordinary citizens, Congress and the States to adopt even limited measures to protect against corporate domination of the electoral process.” The essence of Justice Steven’s dissent in the Citizens United v. Federal...
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...WOMEN AND LEADERSHIP: THE STATE OF PLAY Deborah L. Rhode and Barbara Kellerman July, 2006 c Some four decades ago, Betty Friedan helped launch the contemporary women’s movement with her publication of The Feminine Mystique. The book famously identified a “problem that has no name”: American women’s confinement to a separate and unequal domestic sphere. One factor contributing to women’s unequal status was their absence from leadership positions. Another aspect of the problem was the lack of cultural consensus that this absence was itself part of the problem, and a matter of social concern. Over the last several decades, we have named that leadership problem and created a cottage industry to address it. Women’s underrepresentation in positions of power generates an increasing array of committees, commissions, consultants, centers, conferences, and commentary such as the essays that follow. Yet while we have made considerable progress in understanding the problem, we remain a dispiriting distance from solving it. I. The Underrepresentation of Women in Leadership Roles The facts are frustratingly familiar. Despite almost a half-century of equal opportunity legislation, women’s opportunities for leadership are anything but equal. To be sure, the situation has improved significantly over this period, particularly if leadership is broadly defined to include informal as well as formal exercises of authority.[i] By that definition, the percentage of women...
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...UNIVERSITY OF NICE SOPHIA ANTIPOLIS Institut d’Administration des Entreprises ROLES AND CONSIDERATIONS OF BRAND COMMUNICATIONS IN BRANDING: ADVERTISING, BRAND ELEMENTS, ONLINE ACTIVITIES Mémoire en vue de l’obtention du Diplôme De Master II ès Sciences de Gestion Soutenu par: Mojtaba Jebreili & Dirigé par: Professeur Damien Bo Advisor: Professeur Camelia Akbari Année universitaire: 2009-2010 0 Acknowledgment First of all I want to direct my thanks to my supervisor, doctor Damien Bo and appreciate him for useful feedbacks. Secondly I appreciate my advisor, doctor Camelia Akbari for her useful comments. Finally I would like to thank my family and special thanks to my dear wife who supported me during conducting this thesis just as always. University of Nice 2010 Mojtaba Jebreili i Abstract Brand is a very important element in today's life. Brand management has become a serious task for marketing and branding departments in all firms. While branding is a comprehensive issue dealing with all parts of a company, there are some branding tasks which are specifically accomplished by marketing and branding departments or branding companies. One of these tasks is brand communications consisting of the selection and design of brand elements, advertising and online branding. This thesis focuses on a qualitative review of different aspects of brand communications, while discussing their role in branding. The main questions in this thesis are the role and considerations...
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...This book has been optimized for viewing at a monitor setting of 1024 x 768 pixels. MADE TO STICK random house a new york MADE TO STICK Why Some Ideas Survive and Others Die • • • C H I P H E AT H & D A N H E AT H Copyright © 2007 by Chip Heath and Dan Heath All rights reserved. Published in the United States by Random House, an imprint of The Random House Publishing Group, a division of Random House, Inc., New York. Random House and colophon are registered trademarks of Random House, Inc. Library of Congress Cataloging-in-Publication Data Heath, Chip. Made to stick : why some ideas survive and others die / Chip Heath & Dan Heath p. cm. Includes index. eISBN: 978-1-58836-596-5 1. Social psychology. 2. Contagion (Social psychology). 3. Context effects (Psychology). I. Heath, Dan. II. Title. HM1033.H43 2007 302'.13—dc22 2006046467 www.atrandom.com Designed by Stephanie Huntwork v1.0 To Dad, for driving an old tan Chevette while putting us through college. To Mom, for making us breakfast every day for eighteen years. Each. C O N T E N T S INTRODUCTION WHAT STICKS? 3 Kidney heist. Movie popcorn. Sticky = understandable, memorable, and effective in changing thought or behavior. Halloween candy. Six principles: SUCCESs. The villain: Curse of Knowledge. It’s hard to be a tapper. Creativity starts with templates. CHAPTER 1 SIMPLE 25 Commander’s Intent. THE low-fare airline. Burying the lead and the inverted pyramid. It’s the...
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...Chapter 09 Segmenting, Positioning, and Forecasting Markets Multiple Choice 1. The affluent Asian adult survey by Synovate __________ individuals according to their different attitudes, media exposures and habits, and product consumption patterns. a) categorizes b) ranks c) isolates d) distinguishes e) promote Ans: a Feedback: The individuals are categorized according to their different attitudes, media exposures and habits, and product consumption patterns. Page: 241 Learning Objective: 1 2. What can be concluded about the affluent Asian adults from the survey? a) Marketers should focus their marketing efforts on all groups b) Marketers may use different messages to sell the same products to same group c) Affluent adults in Asia are a homogenous group d) Marketers will not seek to reach out to them in the same way e) All of the above can be concluded from the survey Ans: d Feedback: Marketers will not treat them as one group, and will not seek to reach out to them in the same way. Page: 242 Learning Objective: 1 3. Which of the following statements about the affluent Asian adult is true? a) “Luxury Loyalists” tend to purchase more of the digital products such as laptops and MP3 players. b) “Executive Warriors” have the highest penetration for the Internet and usage of e-mail and instant messaging c) The “HUMmers,” hungry, urban, and mobile individuals, make up the largest group of affluent Asian adults d) The “Gimmes,” younger adults between...
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