...Online Marketing Project 40059928 Content 1. Introduction.....................................................................................................2 2. Online Communication Tools........................................................................2 2.1. Destination Web Site.................................................................................2 2.2. Online Advertising.....................................................................................3 2.3. Social Media Marketing.............................................................................3 3. Online Marketing Research...........................................................................4 3.1. Quantitative Research...............................................................................4 3.2. Qualitative Research..................................................................................4 4. Consumer Search Behaviour in Online Shopping Environments..............5 4.1. Modes of Web Search Behaviour..............................................................5 4.2. Research Model.........................................................................................6 5. Conclusion and Recommendations..............................................................7 Appendices......................................................................................................8 Appendix 1...............................................
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...The current issue and full text archive of this journal is available at www.emeraldinsight.com/1352-2752.htm YouTube: an opportunity for consumer narrative analysis? Stefano Pace ` Universita Bocconi, Milano, Italy Abstract Purpose – The aim of the paper is to discuss a possible extension of narrative analysis to a new medium of expression of consumer behaviour, specifically YouTube. Design/methodology/approach – Marketing and consumer behaviour studies often apply narrative analysis to understand consumption. The consumer is a source of introspective narratives that are studied by scholars. However, consumption has a narrative nature in itself and consumers are also storytellers. YouTube is a new context in which subjects tell stories to an audience through self-made videos and re-edited TV programs. After defining the pros and cons of different approaches to the study of YouTube, narrative analysis is presented as a possible means of understanding YouTube. Findings – Some preliminary evidence is presented by discussing several YouTube videos. These indicate that YouTube content can be better understood as stories, rather than example of other approaches, such as visual analysis, media studies, videography, and others. Research limitations/implications – From the analysis conducted, preliminary managerial implications can be drawn. It seems unlikely that normal TV broadcasters will be substituted by YouTube videos. For the most part, YouTube content draws its sense and shared...
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...MARKETING ASSIGNMENT -Cartoon reference (www.businesscartoon.co.uk), website accessed 10 June 2013 Course: MBA (Full Time) Module: Marketing Task: “Critically analyse the various methods of evaluating consumer and business markets and how this can be used to inform the marketing plan” Submitted by: Mannu Kantt S1123714 Date: 17 June 2013 TABLE OF CONTENTS INTRODUCTION 4 COMPARISON OF CONSUMER AND BUSINESS MARKETS 6 METHODS OF EVALUATION 7 IMPORTANCE OF THE EVALUATION METHODS & SUMMARY 14 REFERENCES 15 INTRODUCTION At present every individual has varied preferences and infinite aspirations that pose a significant challenge for a marketer to prompt consumers to purchase a particular product and build long term affinity for a brand. A marketer needs to have an understanding of the target market aimed for the product; comprehensive knowledge about the consumer’s buying behaviour and factors that influence the buying behaviour. There are two types of markets in the business environment and these are categorised as consumer market and business market. In the consumer market, the goods or services are bought directly by the end of the chain consumer for the personal use. For example- breakfast cereals usually called convenience goods. Also, shopping products such as televisions, and electronic devices as well as professionals offering services like lawyers are classified as speciality products. In...
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...Business and Management Referred/Deferred Coursework Critique: The Effects of Social Media Marketing on Online Consumer Behaviour Table of Contents Summary 2 Main Critique 2 Research Approaches 5 Conclusion 7 Reference 8 Summary The paper is providing a critical review of “The Effects of Social Media Marketing on Online Consumer Behaviour” by Simona Vinerean, Iuliana Cetina, Luigi Dumitrescu,and Mihai Tichindelean. The article is reviewing the communication of brand with consumers (Vinerean, Cetina, Dumitrescu, & Tichindelean, 2013). Internet and social media is proved to be the most effective platform for consumers and businesses to socialize or communicate. Organizations can access a wide array of consumers throughout the globe, as social media is a platform to publicize the personal evaluation of consumers. The article is focusing on 236 social media users to examine different measures reflecting positive influence of networking websites on the consumers’ perception about advertising through this platform (Vinerean, Cetina, Dumitrescu, & Tichindelean, 2013). It is found in the paper that the social media marketing provides the evidence of virtual presence of online consumers for organization reflecting the positive outlook on sales and reputation. The aim of this research is to empirically investigate, determine the communication with social media marketing, and have a positive outlook regarding advertising on social networking websites (Vinerean...
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...CUSTOMER JOURNAL OF BEHAVIOUR The influences of social e-shopping in enhancing young women’s online shopping behaviour Charles Dennis, Brunel University, UK* Alesia Morgan, UltraSoft Technologies Ltd., UK Len Tiu Wright, Business School, De Montfort University, UK Chanaka Jayawardhena, Loughborough University Business School, UK Abstract The background to this paper is that shoppers, particularly women, are motivated by a variety of different reasons, including socialising and enjoyment. Despite the growth of Internet retailing (e-retailing), these social needs are largely unmet in e-shopping. In the high street, women do most of the shopping but online shopping (e-shopping) tends to be dominated by male shoppers. At the same time, social networking is growing fast and is especially popular amongst young females. The purpose of this paper is to draw on prior research about why people shop in order to explore the concept of social e-shopping, based on combining e-shopping with social networking. We propose that shoppers, particularly young females, will prefer social e-shopping to traditional e-shopping. We carried out a qualitative study for our propositions with a comparison experiment, semistructured questionnaire and focus group, to compare a traditional e-shopping website with a social e-shopping one. The findings reveal that young women prefer social e-shopping sites. Both utilitarian and hedonic young adult female shoppers found social e-shopping enjoyable and...
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...MARKETING REPORT FOR BOSCH KETTLE (TWK 6831) COURSE: MSC MANAGEMENT MODULE: MARKETING MODULE LEADER: DR BRIAN JONES HARIS HUSSAIN ZAHID (77054487) MUHAMMAD ALI (77055851) TITTO THOMAS (77044182) SUBMISSION DATE 18TH APRIL 2008 Leeds Metropolitan University Leeds Business School Contents Page No 1 Introduction 2. The Marketing Environment 2.1 Macro Environment (a) Political and Legal Environment (b) Economic and Competitive Environment (c) Social Cultural Environments (d) Technological Environment 2.2 Micro Environment 2.3 Competition (a) Competitors of Bosch Kettle 3. Critical analysis of relevant theories 3.1 SWOT Analysis 3.2 Portfolio Analysis 3.3 Porter’s Matrix 3.4 The Boston Matrix (The Product Portfolio) 3.5 Response Hierarchy Model (a) The AIDA Model (b) The innovation – adoption Model (c) The DAGMAR Model Market Attractiveness Model: the GE matrix 3.6 Critical Analysis 4. Critical Analysis of Buyer Behaviour 4.1 Consumer as Buyer 4.2 Conclusion and Analysis 5.0 Buyer Behaviour 5.1 Buyer Behaviour Role in Marketing 5.2 Consumer as Buyer 5.3 Why People Buy 5.4 How people choose (a) what influence Buyers? 6.0 Segmentation Targeting and Positioning Strategies 6.1 Segment Identification 6.2 Consumer basis 6.3 Physiographic 6.4 Geodemographics 6.5 Psychographics ...
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...BAM461: MARKETING Name: Nam Hoai Nguyen Student ID number: s1128290 Module tutor: Kandis Watson Course: MBA Word count: 2,854 I. According to Bloisi, W., Cook, C.W. and Hunsaker, P.L (2003), consumer market refers to the purchase of goods and services purely for personal consumption. Consumer market and consumer buying behaviour must be studies and understood before an appropriate marketing plan can be developed. In general, organisations and companies need to know and understand the behaviour not only for their own customers but also for all consumers. Multiple roles of Consumers As users of a product, consumers are concerned with product features, thus users define what is needed from a product. Payers are consumers who pay for the product and are primarily concerned with its price and other financial considerations (reasonable life cycle of the product, cost of maintenance, cost of consumables, etc). Buyers focus on the logistics of the products (online, by phone, mail or retail center).In a particular purchase situation, the roles may be filled by a signal individual or by multiple people, for example, a parent may decide on the type of baby food that they wish to purchase but their partner may also beinvolved in the decision making or transaction, while the baby is the ultimate user of the food. The stages of consumer buying process The consumer buying process: Irrespective of the particular role, consumers constantly face a number of choices: -Whether...
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...CHAPTER 1 AN INTRODUCTION TO THE STUDY OF CONSUMER BEHAVIOUR Consumer behaviour has changed dramatically in the past few decades. Today, consumers can order online many customised products ranging from trainers to computers. Many have replaced their daily newspapers with customised, online editions of these media and are increasingly receiving information from online sources. Students choosing a university no longer rely on receiving prospectuses through the post; instead, they have online access to all the pertinent information about a university’s courses and teaching staff and, in some cases, can visit, virtually, actual classes. People wanting to sell their old computers or grandmother’s antique table no longer need to advertise in the local newspaper or rely on a pricey auctioneer; instead, they can sell these items via online auctions or their own personalised online advertisement. Consumers who want out-of-print books no longer have to visit out-of-the-way shops with hundreds of poorly organised dusty shelves, and those who wish to purchase a book published in another country no longer have to call foreign publishers or deal with the bureaucratic nightmare of overseas delivery; instead, they can visit online stores where they can easily locate and place orders for the books they seek. Television viewers can now avoid the advertisement breaks by using the ‘skip’ feature of their recorders and order on demand previously shown television programmes as well as films. All...
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...BBM104/05 Principles of Marketing Tutor-marked Assignment 1 (TMA 1 – 20%) Submission Date: 7 March 2014 Semester January 2014 BBM104/05 Principles of Marketing Tutor-marked Assignment 1 Instructions 1. TMA 1 covers Unit 1 and Unit 2. 2. TMA 1 contains 5 application questions 3. TMA 1 carries 20% of your final total marks 4. The assignment should be typed using Times New Roman, font size 12 and 1.5 spacing. Total word count should not exceed 3500 words. 5. The deadline for the submission of TMA is 7 March 2014. A softcopy of your TMA in Microsoft Word should be submitted via Online Assignment Submission System (OAS). 6. A softcopy of your TMA must also be submitted to your class Turnitin. Case Study Groupon: Helping Consumers with Purchase Decisions Source: Groupon Sdn Bhd, via www.groupon.com.my, University of Chicago graduate student, Andrew Mason was in a rut. "There's so much to do in Chicago," he explains,"but I found myself going to the same movie theaters and restaurants." To help people like him try new places, Mason started a website that offered coupons to large groups. He reasoned that people would try something new if the price was low enough, and that businesses would offer low prices if they knew they Sem: July 2013 Page 2 of 5 BBM104/05 Principles of Marketing could sell a large quantity. The result was Groupon, a company that offers "group coupons" in deal-of-the-day offerings for local or national businesses. Consumers...
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...One Key role of social media in marketing is increasing brand and product awareness. Getting customers involved through the use of social media sites, apps and games builds awareness and provides consumers with immediate access to information about the product or service. Social media marketing is far more interactive in nature than traditional tactics. Consumers can interact with organizations and other consumers through comments and questions. Interaction through shares and likes on social media sites such as Facebook, and apps that reward users for sharing their location, consumers become a part of the marketing campaign. Another difference between traditional marketing channels and social media is the types of loyalty programs and the rewards offered. Some social media reward programs offer non-tangible rewards, which provides a financial savings to organizations. For example, social media marketing may use online games that integrate products into the game and offer in game rewards as opposed to monetary rewards or discounts to users. Although social media will not eliminate traditional forms of marketing altogether, it will become a more important part of marketing campaigns as technology continues to advance and will eventually will play a larger role than traditional marketing channels. Reviewing the steps for creating an advertising campaign provides insight into the advantages of social media marketing. The first and last steps are setting the target audience...
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...Aqualisa Quartz Marketing Assignment 1 Purpose and Issues Purpose To revise the marketing strategy for the new Aqualisa Quartz shower, following poor initial take-up of the offer “Everything . . . tells me this is a breakthrough product. My worry is we’ll miss the opportunity.” Issues The Quartz is an innovative product that has brought improved functionality and ease of installation. However, plumbers are the primary route for shower purchases and this does not align with plumbers perceptions of values, because The very fact that it is a new product hinders take-up as plumbers are conservative The improved functionality is based on digital technology; plumbers are wary of this following previous bad experiences The reduced installation time translates into reduced revenue during the install for the plumber Change the behaviour of plumbers and encourage them to try the product, without cannibalising existing sales to plumbers; or Change the way end-users buy showers, reducing their dependency on plumbers by marketing directly to them 2 Because of this, the marketing plan needs either to Analysis: 4Cs Customers Plumbers - 54% of installations by independent plumber; distrust innovation Consumers influenced by Plumbers Independent consumers Developers/ Hotels Company Recognised for top-quality showers, a premium brand and great service, but being caught up Service levels slipping in recent years Number 3 in overall...
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...g [pic] [pic] SCHOOL OF MANAGEMENT Brand Image of Apple Inc. [pic] BSc in Business and Management Studies [Marketing] TABLE OF CONTENTS[pic] Page ACKNOWLEDGEMENT Executive Summary [pic] Chapter 1: Introduction 1.1 Industry Summary 6 1.2 Company Profile 6 1.3 Brand Personality and Strategy 7 1.4 Line of Flagship Products 8 [pic] Chapter 2: Literature Review and Theoretical Framework 2.1 Literature Review 9 2.2 Corporate Marketing v/s Product Marketing 2.2.1 Corporate Marketing 11 2.2.2 Product Marketing 13 2.3 Definition and Importance of Corporate Image, Reputation & Brand 2.3.1 Corporate Image 14 2.3.2 Corporate Brand 15 2.3.3 Corporate Reputation 15 2.4 Impact of Exogenous Factors on Corporate Image 2.4.1 Effect of Country-of-origin (COO) on Corporate Image 16 2.4.2 Cultural and social influences to Country-of-origin (COO) 17 2.5 Importance of Corporate Communication 2.5.1 Total Corporate Communication Mix 18 2.5.2 Corporate Communication Wheel 19 2.6 Consumer Behavior 2.6.1 Maslow’s Hierarchy of needs 20 2.6.2 Consumer Buying Decision Process 21 2.6.3 Influence of Reference Groups 22 2.6.4 Family Influence on Consumer Behavior...
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...Marketing Intelligence & Planning Factors influencing consumers’ attitudes and purchase intentions of e-deals Isaac Cheah Ian Phau Johan Liang Article information: Downloaded by New Mexico State University At 01:40 02 February 2016 (PT) To cite this document: Isaac Cheah Ian Phau Johan Liang , (2015),"Factors influencing consumers’ attitudes and purchase intentions of e-deals", Marketing Intelligence & Planning, Vol. 33 Iss 5 pp. 763 - 783 Permanent link to this document: http://dx.doi.org/10.1108/MIP-05-2014-0081 Downloaded on: 02 February 2016, At: 01:40 (PT) References: this document contains references to 89 other documents. To copy this document: permissions@emeraldinsight.com The fulltext of this document has been downloaded 989 times since 2015* Users who downloaded this article also downloaded: Rodney Graeme Duffett, (2015),"Facebook advertising’s influence on intention-to-purchase and purchase amongst Millennials", Internet Research, Vol. 25 Iss 4 pp. 498-526 http://dx.doi.org/10.1108/ IntR-01-2014-0020 Jacob Weisberg, Dov Te'eni, Limor Arman, (2011),"Past purchase and intention to purchase in ecommerce: The mediation of social presence and trust", Internet Research, Vol. 21 Iss 1 pp. 82-96 http://dx.doi.org/10.1108/10662241111104893 Echo Huang, (2012),"Online experiences and virtual goods purchase intention", Internet Research, Vol. 22 Iss 3 pp. 252-274 http://dx.doi.org/10.1108/10662241211235644 Access to this document was granted through...
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...Applied Strategic Marketing Report 2013-2014 "The Benefits and Challenges of Multichannel Attribution in Marketing Analytics" by Alan K H Hsu 00849147 Word count: 4990 A report submitted in partial requirements of the MSc in Strategic Marketing degree 1 24th August 2014 Table of Contents Executive summary .................................................................................................. 1 Introduction .............................................................................................................. 2 Literature review ....................................................................................................... 4 The emergence and influence of Big Data ............................................................. 4 Attribution theory .................................................................................................... 6 Last-click attribution modelling ............................................................................... 7 MCAM .................................................................................................................. 10 Discussion .............................................................................................................. 14 Benefits: clearer channels interactions ................................................................. 14 Benefits: better marketing decision and effective budget allocation ..................... 15 Benefits: stay justified...
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...C H A PTE R CONSUMER BEHAVIOUR AND TARGET AUDIENCE DECISIONS 3 Chapter Objectives • To understand the consumer decision-making process and how it varies for different types of purchases. • To understand various internal psychological processes, their influence on consumer decision making, and implications for advertising and promotion. • To understand the similarities and differences of target market and target audience. • To understand the various options for making a target audience decision for marketing communication. Marketers Seeking 50-Plus Consumers Nintendo is famous for its video games. DaimlerChrysler features a wide selection of car brands. Tabi is known for its classic women’s clothing. While seemingly unrelated, these brands have recently shared a similar strategy. As these established companies expanded beyond their current customer base, each brand attempted new marketing communication programs containing a more emotional message aimed at the 50-plus demographic. The 50-plus crowd not only is a sizable market, but also is a very lucrative one; they control 55 percent of all discretionary spending in Canada due to their relatively high net worth. And while the brands all looked toward the fifty-plus market, additional segmentation based on an understanding of consumer behaviour revealed subtle differences in their approach. For Nintendo, the saturated youth market proved to be a no-growth avenue. With industry sales hitting the billion-dollar level...
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