...EFM Academy – Summary: Essentials of contemporary management, Gareth R. Jones, Jennifer M. George / Marketing – Real People, Real Choices, Solomon / Marshall / Stuart Essentials of Contemporary Management Chapter 1 What is Management? – The Management Process Today Management is the planning, organizing, leading and controlling of human and other resources to achieve organizational goals efficiently and effectively Achieving high performance: a manger’s goal Organizational performance is a measure of how efficiently and effectively managers use resources to satisfy customers and achieve organizational goals. Efficiency is a measure of how well or how productively resources are used to achieve goals; o Organizations are efficient when the amount of input resources or the amount of time needed to produce a given output of goods or services is minimized Effectiveness is a measure of the appropriateness of the goals that managers have selected for the organization to pursue and of the degree to which the organization achieves its goals o Organizations are effective when appropriate goals are chosen and achieved High effectiveness Low efficiency A product that the customer want, but that is too expensive for them to buy A low-quality product that customers do not want High efficiency A product that customers want at a quality and price that they can afford A high-quality product that customers do not want - Low effectiveness Managerial Functions … are planning...
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...such as quality and utility, are the main characteristics that customers will take into consideration of purchasing expensive product. Numerous marketing researches such as the study of relationship between price and quality (Erickson, Johansson, 1985) indicated that a price and perceived quality phenomenon exists when there is the situation of product uncertainty or lack of information of that desired product, the price will be widely used as a prediction base which it is the best available and understandable characteristic to evaluate the quality of product. These researches indicate that there is a strong psychological inclination of customers in believing that the higher priced product will relatively have higher quality, as a result, price becomes the quality cue. Under the observation of an asymmetric information experiment (Kusmierczyk, 2005), it seems that this behaviour pattern influences on producers' decision making on pricing, where most of the producers set price to declare its quality, which lead to a situation where consumers are willing to purchase a product with higher price rather than with lower price. Consumer decision-making process, a process when individuals make decision, under their willingness, on purchasing a product by determining several choices, products, brands or ideas (p.106 Real People, Real Choices). It is mainly influenced by consumer behaviour, which consumer will be conducted by the internal influences,...
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...Data collection methods3 2.2 Addressing the research objectives4 3.0 Findings4 3.1 Key competitor 4 3.2 SWTO analysis and marketing mixes 4 3.3 Summary of findings6 4.0 Discussion7 4.1 Findings interpretation7 4.2 Effectiveness of the research7 5.0 Conclusions and Recommendations8 5.1 Preferred marketing mix for the Rebar8 5.2 Competitive edge9 Reference 10 Appendices11 Executive summary Real estate becomes the hot business in China; also, it means the business market is very popular. However, thousands of building based on structures, the Deformed Steel Bar is regarded the most important part in steels, it becomes the objectives of this research. This report was to find out people prefer buy Rebar in Egang or Wugang and why. Field survey, interviewing and internet sites were adopted in this research. It is found that the service and the percent of pass are the vital factors determine the consumers’ choice. So two marketing mixes (MM1 and MM2) were made based on them. With the low price, promised the percent of pass and the good service, MM1 will lead the Rebar in Egang become the king in Wuhan. 1.0 Introduction 1.1 Objectives of research The purpose of the research is to choose a best marketing mix to promote the Rebar from Egang, besides; it was to identify the key competitor and analyzed its marketing mix. 1.2 Context Rebar is the building material which has various sizes, like the regular used sizes: 10, 12, 16,...
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...In a book dealing with the art of creative management, Gareth Morgan cites a common view of marketers: They're peacocks …all show; no real substance. They look good; people like to watch; but they serve no useful purpose. Irish setters… very good looking dogs. But not very intelligent at all. They've no real knowledge.1 On the other hand, there is an argument that marketing is a source of competitive ability, economic growth, and wealth creation. A fundamental question that we should be asking is: If governments can no longer fix world markets, nor guarantee national market shares, who decides what the standards of quality, service and value are? Who decides who wins and loses? The answer is obvious: the customer. When we talk about new world competitive order it becomes obvious that customer choice, preference and demand are its exclusive driving forces. What we have come to call 'customer science' is pivotal. That, of course, is marketing. Marketing is, above all, a philosophy enshrining a long-term commitment to customer satisfaction and the deployment of a set of intense skills to achieve it. By definition, therefore, marketing is the key to profitable growth and must form part and parcel of every business operation.2 Therefore you can see that this latter perspective is based on the belief that marketing can provide a better understanding and assessment of the marketplace, including customers and competitive behaviour. When undertaking your reading...
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...“FUNCTIONAL ANALYSIS of DOVE CAMPAIGN FOR REAL BEAUTY” E303 Project Report Submitted in Partial Fulfillment of the Requirements of UNITED KINGDOM OPEN UNIVERSITY/ ARAB OPEN UNIVERSITY for the Degree of BACHELOR of ENGLISH LANGUAGE AND LITERATURE to DR HAYAT AL-KHATIB ENGLISH LANGUAGE AND LITERATURE PROGRAMME COORDINATOR By Grace Abou Zeid ARAB OPEN UNIVERSITY LEBANON 2010 Functional Analysis of “Dove Campaign for Real Beauty” 1 DECLARATION I hereby declare that the project work entitled “FUNCTIONAL ANALYSIS of DOVE CAMPAIGN for REAL BEAUTY” submitted to the ARAB OPEN UNIVERSITY, is a record of an original work done by me under the guidance of Mrs. Ph.D. HAYAT AL-KHATIB, Head PG Dept Of English Language & Literature, ARAB OPEN UNIVERSITY - LEBANON, and this project work is submitted in the partial fulfillment of the requirements for the award of the degree of Bachelor of English Language & Literature. The results embodied in this thesis have not been submitted to any other University or Institute for the award of any degree or diploma. GRACE ABOU ZEID Functional Analysis of “Dove Campaign for Real Beauty” 2 ACKNOWLEDGEMENT I owe a great many thanks to a great many people who helped and supported me during the writing of this project. My deepest thanks go to DR. HAYAT AL-KHATIB, my SUPERVISOR, for guiding and correcting various documents of mine with attention and care. I also express thanks to the DIRECTOR of ARAB OPEN UNIVERSITY...
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...Marketing Industry ASSK Group Assignment Khoo Kelvin– 1204458 Le Nicky – 0912901 Mani Steven - 1212758 Peng Chia-Yen – 1202578 Sinato Alexandre – 1214422 Table of Contents 1.0 Introduction 3 2.0 Online Marketing 4 2.1 Online/Internet Marketing 4 2.2 What Sort of Person Would Choose Marketing as a Career? 4 2.3 Skills as an Online Marketer 4 2.4 Sectors of Online Marketing 4 2.5 Specialists within Internet Marketing 4 2.6 Lifestyle Description of Working as an Online Marketer 5 3.0 Ecommerce Marketing 6 3.1 Introduction 6 3.2 Personality 6 3.3 Skills.…………………………………………………………………………………………………………………………………………………………………6 3.4 Specialist 6 3.5 Ratings of the career 6 4.0 Hospitality Marketing 7 4.1 Introduction: 7 4.2 Personality 7 4.3 Skills: 7 4.4 3 industry sectors that a marketing professional work in: 7 4.5 Customer services: 8 4.6 Benefits and un-benefits of working as a marketer: 8 5.0 Real Estate Marketing 9 5.1 Introduction 9 5.2 Skills…………………………………………………………………………… 9 5.3 Successful marketing tools 9 6.0 Sports Marketing 10 6.1 A sports marketer works for 10 6.2 A rich area (brands values) 10 6.3 Major tasks 10 6.4 Specific challenges 10 7.0 Conclusion and recommendations 11 7.1 Conclusion 11 8.0 References 12 1.0 Introduction 1.0 Introduction This report...
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...MARKETING 7E People real Choices This page intentionally left blank MARKETING 7E People real Choices Michael R. SAINT JOSEPH S SOLOMON ’ U OLLINS NIVERSITY Greg W. MARSHALL R C OLLEGE Elnora W. THE UNIVERSITY OF SOUTH CAROLINA UPSTATE STUART Prentice Hall Boston Columbus Indianapolis New York San Francisco Upper Saddle River Amsterdam Cape Town Dubai London Madrid Milan Munich Paris Montreal Toronto Delhi Mexico City Sao Paulo Sydney Hong Kong Seoul Singapore Taipei Tokyo Editorial Director: Sally Yagan Editor in Chief: Eric Svendsen Acquisitions Editor: Melissa Sabella Director of Editorial Services: Ashley Santora Editorial Project Manager: Kierra Bloom Editorial Assistant: Elisabeth Scarpa Director of Marketing: Patrice Lumumba Jones Senior Marketing Manager: Anne Fahlgren Marketing Assistant: Melinda Jensen Senior Managing Editor: Judy Leale Project Manager: Becca Richter Senior Operations Supervisor: Arnold Vila Creative Director: Jon Christiana Senior Art Director: Blair Brown Text and Cover Designer: Blair Brown Media Project Manager, Production: Lisa Rinaldi Media Project Manager, Editorial: Denise Vaughn Full-Service Project Management: S4Carlisle Publishing Services Composition: S4Carlisle Publishing Services Printer/Bindery: Courier/Kendalville Cover Printer: Courier/Kendalville Text Font: Palatino Credits and acknowledgments borrowed from other sources and reproduced, with permission, in this textbook appear on appropriate page within text. Microsoft®...
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...Çağla Ekin Soysal - 13983 BP501 INDIVIDUAL ASSIGNMENT 1 Abstract In this paper, 5 different brands in 5 different categories will be discussed based on their brand equities, brand elements, point of parities (POP) and point of differences (POD). By also analyzing their performance attributes, imagery attributes and applicable secondary associations, their reflection of the past and direction for future marketing activities would be drawn. In order to analyze brand equity , it is necessary to know its sources: brand awareness and brand image, which are the drivers for brand knowledge. Brand awareness' two attributes -brand recognition and brand recall performance - are also going to be discussed by the perspective of 5 brands in this paper. Automobile Tire Category - Michelin Michelin has the second market share in Turkey in the automobile tire category after Brisa. Michelin uses its brand elements effectively. By using the slogan "A better way forward" and consistently featuring its character, Bibendum the Michelin man, Michelin succeeds getting known as one of the highest quality tires. Bibendum could also be seen in its navy logo, where navy stands for trust, control and success. As a comparison based on the brand elements to its biggest rivals, Bridgestone and Lassa, although Michelin's slogan emphasizes better quality, both Bridgestone and Lassa focus on safety. Another point is that neither Bridgestone nor Lassa have a character, and they tend to use black and red...
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...ASSIGNMENT Gorn, Gerald J., The effects of Music in Advertising on Choice Behavior: A Classical Conditioning Approach, Journal of Marketing 46:1 (1982:Winter) p.94 Summary of Gorn, Gerald J., The effects of Music in Advertising on Choice Behavior: A Classical Conditioning Approach, Journal of Marketing 46:1 (1982:Winter) p.94 The research conducted by Gerald J. Gorn is connected with Consumer Behavior through the general topic of learning: how do consumers’ behavior can be influenced by experience. In this case experience can be assimilated with music during advertising or more generally sensory features, which leads us more in depth of the Behavioral Learning Theories that emphasizes the learning process that occurs as consumers are facing external events. Its is to say do these external factors such as music during advertising influence the attention and the process of information, or do they directly takes part of the forming attitude process. Then we can especially focus on the Classical conditioning approach and effects on attitude (if there is) as Gerald J. Gorn does in his research. But before explaining the theory, on which the research is based, let focus on its objectives. As explained earlier, the purpose of the two experiments are to demonstrate if there is a scientific connection between the sensory features added to information in an advertisement and the attitude(s) and preference(s) shaped toward the attitude...
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...MARKETING 7E People real Choices This page intentionally left blank MARKETING 7E People real Choices Michael R. SAINT JOSEPH S SOLOMON ’ U OLLINS NIVERSITY Greg W. MARSHALL R C OLLEGE Elnora W. THE UNIVERSITY OF SOUTH CAROLINA UPSTATE STUART Prentice Hall Boston Columbus Indianapolis New York San Francisco Upper Saddle River Amsterdam Cape Town Dubai London Madrid Milan Munich Paris Montreal Toronto Delhi Mexico City Sao Paulo Sydney Hong Kong Seoul Singapore Taipei Tokyo Editorial Director: Sally Yagan Editor in Chief: Eric Svendsen Acquisitions Editor: Melissa Sabella Director of Editorial Services: Ashley Santora Editorial Project Manager: Kierra Bloom Editorial Assistant: Elisabeth Scarpa Director of Marketing: Patrice Lumumba Jones Senior Marketing Manager: Anne Fahlgren Marketing Assistant: Melinda Jensen Senior Managing Editor: Judy Leale Project Manager: Becca Richter Senior Operations Supervisor: Arnold Vila Creative Director: Jon Christiana Senior Art Director: Blair Brown Text and Cover Designer: Blair Brown Media Project Manager, Production: Lisa Rinaldi Media Project Manager, Editorial: Denise Vaughn Full-Service Project Management: S4Carlisle Publishing Services Composition: S4Carlisle Publishing Services Printer/Bindery: Courier/Kendalville Cover Printer: Courier/Kendalville Text Font: Palatino Credits and acknowledgments borrowed from other sources and reproduced, with permission, in this textbook appear on appropriate page within text. Microsoft®...
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...(2) made about the acquisition, use, or disposition (3) of products, services, activities, ideas, people or time (4) made by one or more decision-making entities (5) over time. Consumers’ motivation, ability, and opportunity affect their decisions. These factors influence what consumers are exposed to, what they attend to and what they perceive, how they categorize or interpret information, how they form and change attitudes, and how they form and retrieve memories. Each of these aspects of the psychological core has a bearing on consumer decision making. Decision making itself is based on problem recognition and the search for information, involves some judgment and decision-making processes, and affects others’ decisions as well as one’s own post-decision satisfaction level. Furthermore, consumer decisions are affected by the consumer’s culture, defined as the myriad groups and social systems to which individuals belong, that influence the values and beliefs they hold and the symbols they use to communicate group membership. Factors associated with both the psychological core and culture can influence outcomes such as symbolic consumer behavior and the diffusion of new consumer behavior throughout a market. Studying consumer behavior can provide useful input to marketing strategies like market segmentation, target market selection, and positioning. It can also guide marketing tactics like product, pricing, distribution, and promotion decisions. Furthermore, the study of consumer...
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...| This is a true statement that marketing touches our lives from listening to different electrical components such as the radio and also television. When I think back to the marketing affecting my life I think back to Wal-Mart. The marketing affect that they have in place for the price match was the best idea that anyone could have came up with. Wal-Mart has a large variety of foods that they price match on and they have many loyal customer that use ads from other stores to shop there. There are a lot of stores that have great deals sometimes that you may not choose to shop in but you can go in and get their ad and shop at Wal-Mart and get it for the same price. I read an article on “Mobile on the Go”; about Wal-Mart price matching any item even if you find a line of clothing they will match that price for you as well. Also it is stating that you don’t have to have the ad, you can use Mobile on the Go and get your item for the price (Wright, 2011, p. 4). This is how marketing affected me. Marketing can affect our lives in many ways. If you like shopping at Macy’s and you can get an item that you want for 25% off the retail value that is good marketing. When you catch items like that you have to save up and be ready to grab those types of deals. References: Chensvold, C. (2011). Mobile on the Go. Apparel Magazine, 52(10), 8-10.Marketing 6E, Real People, Real Choices, Soloman, Marshall & Stuart |...
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...|INTERNATIONAL MARKETING AND MANAGEMENT | | | | | | | | | |The cultural and social influences on the buying behaviour process: the Pirelli RE case study | | | | | |IM44 | |Marketing Research Project...
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...Celebrity Endorsement in the fashion industry (march 2010) Table of Contents List of tables Acknowledgements Authors Declaration Abstract Introduction Chapter 1: Literature Review Chapter 2: Methodology & Objectives Chapter 3: Data Analysis/Findings Chapter 4: Conclusions Recommendations Appendice 1: The model of Celebrity Endorsement Appendice 2: The meaning transfer of McCracken Appendice 3: Questionnaire Appendice 4: Coding Questionnaire Bibliography List of Table/figure Table 1: 4 types of celebrity Appeals Figure1: Do you think that celebrities in fashion advertising help you to remember the brand and to be interesting in? Figure 2: I think the print advertisement is attractive Figure 3: I believe Kate Moss is an expert on the product Figure 4: Do you intend to know more about the product? (about the print advertisement) Figure 5: Do you want to purchase the fashion product/brand after watching the celebrity endorsed advertisement? Figure 6: Will you purchase the product because of the endorsing celebrity? Acknowledgements First of all, I would like to express my immense gratitude to my supervisor …… for her help during this project and to show me the way to do it. I would also like to thank my teacher …. without whom I would not have been able to lead this project. Finally I am also thankful to my family, friends and mates who have rendered their whole hearted support at all times for the successful completion of this project. Authors Declaration I, ......., declare...
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...say, knows what you mean, and even talks back. Siri is so easy to use and does so much, you’ll keep finding more and more ways to use it.” (www.apple.com.) Apple worked hard to quickly get the word out about Siri. They used several different types of marketing tools and reached out to thousands of different people. Some of the marketing tools that they used were television commercials, magazines, cell phone stores, and several various aspects of the Internet. The Internet was probably their most popular way of advertising Siri. I know that I first heard of her through word of mouth, and then went onto www.youtube.com to view a video of Siri. I believe that Apple chose these ways of marketing Siri because by using television commercials, and the Internet, which nearly everyone in the world is exposed to one or the other, they were able to reach a very broad audience. Unfortunately, Apple made a lot of false promises and hope when they advertised Siri in their commercials, magazines, and videos. In fact, one man, Frank M. Fazio from New York, is suing Apple for false advertising. He claims that in real life Siri is nothing like the way the commercials and ads depict her to be. When doing some research, I found several people who seem to agree with him and who are also very angered by Apples false advertising of Siri. The commercials make it seem like she...
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