...CHAPTER EIGHTEEN Lecture Notes for Essentials of Marketing 14e For use only with Perreault/Cannon/McCarthy or Perreault/McCarthy texts. © 2014 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin Multimedia Lecture Support Package to Accompany Essentials of Marketing Lecture Script 20-1 This slide refers to material on p. 499. Summary Overview This chapter concludes Essentials of Marketing by covering three broad concepts: 1) Evaluating marketing As indicated in Chapter 1, there are two levels of marketing: • the micro (managerial) level—concerns the marketing activities of an individual firm; and • the macro level—concerns how the whole marketing system works. 2) The key components of an innovative marketing plan. 3) Challenges facing marketers. Multimedia Lecture Support Package to Accompany Essentials of Marketing Lecture Script 20-2 This slide relates to material on p. 498. Summary Overview This chapter suggests that satisfaction and costs serve as criteria for evaluating the impact of marketing. Key Issues • A nation’s objectives affect the evaluation of marketing. • The social and economic objectives of a nation may differ depending on that nation’s socio-political structure. • Consumer satisfaction is the objective in the United States. • This objective is derived from a market-based economic system, and it implies that political freedom and economic freedom go hand in hand. • In the U. S., people have the right to live as they choose and to satisfy...
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...HNC BusinessUnit 4 Marketing Principles Learning outcome 2 Micro & Macro Environment Objectives of presentation • Discover the micro marketing environment (internal) • Discover the macro marketing environment (PEST FACTORS-external) • Explain ‘The Marketing Audit’ and how the elements influence marketing decisions Integrated Marketing Integrated marketing strategies take advantage of a combination of communication tools and media to spread a message such as one-to-one marketing, mass marketing and direct marketing. The strategy is developed to ensure the company will deliver the intended value to those customers through a blend of marketing mix tools. Example of an Integrated Marketing Plan Environmental Analysis Environmental analysis is a vital exercise to complete by any company that will explore and understand the external local, national or international forces that might affect your business. The factors are largely outside the direct control of any company and can sometimes have a negative impact on their plans. Equally this can be very important as it will support the business and marketing strategy allowing the company to take advantage of potential opportunities whilst minimising the potential threats to the company. The Marketing Environment According to Philip Kotler, “A company’s marketing environment consists of the internal factors & forces, which affect the company’s ability to develop & maintain successful...
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...element of market. Price plays avital role in the market. Ups and downs in prices may also play avital role in the market. High prices may be caused to reduce the http://htmlimg4.scribdassets.com/5u16ur564gzgwb3/images/2-6cd3004f60.jpghttp://htmlimg4.scribdassets.com/5u16ur564gzgwb3/images/2-6cd3004f60.jpghttp://htmlimg4.scribdassets.com/5u16ur564gzgwb3/images/2-6cd3004f60.jpg customers. You have to select those prices in which customer willsatisfy. There is a relationship in quality and price. Pricing isdepending upon the product, distribution and promotion decision. Q 2: Explain Britvic’s micro & macro environment? ANSWER: MICRO ENVIRONMENT “Factors or elements in an organization immediatearea of opration that affects of performance and decision makingfreedom. These factors include competitors, customers,distribution channel, suppliers and the general public”.Micro environment is also called internal environment of thecompany by which the company can...
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...efficacy in terms of ability, adaptability and behaviours in these social contexts. Module Outcomes On completion of this module you will be able to: 1) Analyse and understand the key concepts around opportunity, entrepreneurial behaviour and the factors in the process of start-up and survival 2) Identify ideas to create opportunities, national or international, through a feasibility analysis and evaluation using relevant disciplines and frameworks 3) Recognise the tension between the creative (innovative) and measured elements (data analysis and evaluation) of a business opportunity and the disjunctive nature of learning this brings. 4) Develop the feasibility assessment through relevant research techniques and sources to create a macro and micro level analysis as the basis to develop a business plan or solve a business problem 5) Present a professional feasibility report for the business opportunity, with appropriate measures, as the base for...
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...chapter 1 Marketing’s Role in the Global Economy When You Finish This Chapter, You Should 1. Know what marketing is and why you should learn about it. 2. Understand the difference between micro-marketing and macro-marketing. 3. Know why and how macromarketing systems develop. 4. Understand why marketing is crucial to economic development and our global economy. 5. Know why marketing special— ists—including middlemen and — facilitators—develop. 6. Know the marketing functions and who performs them. 7. Understand the important new terms (shown in red). www.mhhe. When it’s time to roll out of bed in the morning, does your General Electric alarm wake you with a buzzer—or by playing your favorite radio station? Is the station playing rock, classical, or country music—or perhaps a Red Cross ad asking you to contribute blood? Will you slip into your Levi’s jeans, your shirt from L. L. Bean, and your Reeboks, or does the day call for your Brooks Brothers interviewing suit? Will breakfast be Lender’s Bagels with cream cheese or Kellogg’s Frosted Flakes—made with grain from America’s heartland—or some extra large eggs and Oscar Mayer bacon cooked in a Panasonic microwave oven imported from Japan? Will you drink decaffeinated Maxwell House coffee—grown in Colombia—or some Tang instant juice? Will you eat at home or is this a day to meet a friend at the Marriott-run cafeteria—where you’ll pay someone else to serve your breakfast? After breakfast, will you head off to school...
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...|VI Learning activity questions: Scope of Managerial Economics | | | | | |1. What is managerial economics all about? | | | |Managerial economics applies economic theory and methods to business and administrative decision making. Managerial economics | |prescribes rules for improving managerial decisions also helps managers recognize how economic forces affect organizations and | |describes the economic consequences of managerial behavior. It links traditional economics with the decision sciences to develop | |vital tools for managerial decision making. Managerial economics identifies ways to efficiently achieve goals. For example, suppose| |a small business seeks rapid growth to reach a size that permits efficient use of national media advertising. Managerial economics | |can be used to identify pricing and production strategies to help meet this short-run objective quickly and effectively. | | ...
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...during this lesson? I think my lesson with Addie went well. 2. What went well during this lesson? In this lesson, we reviewed her band music and covered some of the method book. Addie is improving on her buzz and on her breathing, and we will continue working on these skills. We reviewed the band music, and worked in the method book. 3. Did you reach your personal teaching goal(s) for this lesson? One of my goals is being a good model for Addie playing-wise. I think I am improving on my trombone skills. I think I did a better job of sequencing when it came to working on the band music and method book exercises, applying macro-micro-macro. 4. If you had to do this lesson over again, knowing what you know now, what would you do differently?...
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...traditional bank loans. It has proven an effective and popular measure in the ongoing struggle against poverty, enabling those without access to lending institutions to borrow at bank rates, and start small business. The key implications of microcredit is in its name itself: 'micro'. A number of issues come to mind when 'micro' is considered: The small size of the loans made, small size of savings made, the smaller frequency of loans, shorter repayment periods and amounts, the micro/local level of activities, the community-based immidiacy of microcredit etc. Hence microcredit is not the solution, but is a menu of options and enablements, that has to be put together, based on local conditions and needs. With the current explosion of interest on microcredit issues, several developmental objectives have come to be associated with the it, besides that of only"credit". Of particular importance is savings - as an end in itself, and as a guarantee for loans. Microcredit has been used as an 'inducer' in many other communities. development activities, used as an entry point in a community organizing programme and as an ingredient in larger education/training exercises. An interesting stand is taken by the Virtual Library on Microcredit itself – “it takes microcredit beyond the confines of 'money' and declares in its conceptual framework that - "Microcredit" is as much about money as it is about information”(Phillip, P , 2007 ,p.99). With...
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...calorie fast food chain Prepared by Karen Leigh For Ms. Janet Bradley 1 Madeup Street Melbourne VIC 3000 Australia 7th February 2014 * Executive Summary The establishment of a low calorie fast food chain in Australia requires an in-depth analysis of the food industry. Fast food industries internal and external environments require comprehensive research to ascertain the viability of establishing a new healthier alternative in the fast food market. Research into the buyer behaviour has found that consumers pursuing a healthy lifestyle are Singles, Couples and Families between the ages of 14 - 40 years old. They are physically active, health orientated individuals who are body, image and appearance conscious. Internal micro factors in establishing the new chain include sourcing Australian suppliers who can provide locally grown fresh produce and intermediaries such as logistics management who assist with identifying suppliers and distributors. Key public are important in providing communication such as government regulations, the general public’s views in regards to the new product and media coverage of the new differentiated product and the impact it is having on societies new health conscious consumers. The current competition from major fast food outlets such as direct competitors McDonalds, Oporto and Subway and indirect competitors Sushi Train, Eagle boys Pizza and KFC may impact on the new low calorie fast food chain The company’s overheads and expenses...
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...responsibility is to transport passengers safely to their destinations. The job requires Mr Chua to sit in his taxi and be on the road throughout his daily midnight shift of eight hours, between 4am to 1pm, with short breaks at his own time. As a taxi-driver, Mr Chua has to be familiar with the roads and landmarks in Singapore to increase his job efficiency. KEY HAZARDS AND ASSESSMENT OF RISKS As a taxi driver, Mr Chua is confined within his driver’s seat for long hours and constantly on the road, where accidents can happen anytime. Therefore, we will be analysing the risks and hazards from a macro and micro point of view. Macro hazards are hazards that Mr Chua may experience while driving on the road whereas micro hazards are risks that Mr Chua may experience inside the taxi. Please refer to Appendix 1 for risk map, Appendix 2 for body map, Appendix 3 for risk assessment. MACRO HAZARDS The macro risks and hazards we have identified are accidents caused by fallen trees blocking the road, negligence of blind spots, reckless...
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...I. Problems A. Macro 1. Project team is not functioning fast enough and not turning out results 2. Team morale/Friction within the group 3. Communication B. Micro 1. Macho manager syndrome 2. No effective leadership qualities 3. Inability to learn from team-building exercises/Takes the retreat as a joke II. Causes 1. Leadership style of John 2. Wants to be ‘head hancho’/Has flippant attitude towards exercises 3. Jokes about serious matters/Points to reason for failure 4. Lack of respect for team members, their feelings and efforts III. Systems Affected 1. Structural – John is no longer with the team; Addition of Ryan to get the team motivated 2. Psychosocial – Team members feel non-important; Leadership style of John was non-motivating; Lack of respect for efforts and lack of recognition for when efforts are made 3. Technical – The inability of John to lead the team probably led to the misuse of current technology and missed opportunities for new technology 4. Managerial – Pressure from upper management to get results; John did not respond appropriately and joked about serious matters; Lack of leadership was causing problems in the group 5. Goals – Group has not met goals in the two years that John was project manager; Addition of Ryan to get team on the right track and moving at a faster pace IV. Alternatives 1. Remove John – This has already happened 2. Split the group and assign to other tasks – This will allow the members to function properly within a...
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...Elhousany Abosamra Week 3 homework Chapter (5), exercise (1): a. S = k (YZ)/P = 100(11,000 1200)/20,000 = 66,000 b. S = 100(11,000 1200)/17,500 = 75,429. Sales revenue will rise. c. Obtain time series data on S, Y, Z and P and use regression techniques to estimate k. One way to do this is to use a double log style, as in Log S = log k + log Y + log X – log P. The intercept is log k. To find the anti-log of it, use the exponential, elog k. d. Sales in period t+1 are a function of variables whose values are unknown prior to period t+1. Therefore, before one could estimate St, one would first have also to estimate Yt, Zt, and Pt. Chapter (5), exercise (5): For this problem, the column headed as 5-Year Moving Average is the actual annual figure, and I will forecast 2010 for that column and all the other empty columns. The bold and underscored numbers fill in the table on the next page. Year | 5-year MA | 3-year MA | Ex Smooth | Ex Smooth | Ex Smooth | | | | W = 1.0 | W = .9 | W= .3 | 2000 | 800 | | | | | 2001 | 925 | | | 800 | 800 | 2002 | 900 | | | 912.50 | 837.50 | 2003 | 1025 | | 900 | 901.25 | 856.25 | 2004 | 1150 | | 1025 | 1012.63 | 906.88 | 2005 | 1160 | 1025 | 1150 | 1136.26 | 979.81 | 2006 | 1200 | 1112 | 1160 | 1157.63 | 1033.87 | 2007 | 1150 | 1170 | 1200 | 1195.76 | 1083.71 | 2008 | 1270 | 1170 | 1150 | 1154.58 | 1103.60 | 2009 | 1290 | 1207 | 1270 | 1258.46 | 1153.52...
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...The Od Letters Case Analysis In: Business and Management The Od Letters Case Analysis CASE STUDY Case Study Name and Page #: The OD Letters, page 219 Student Name: Wendy Thompson Date: October 23, 2011 I. Problems A. Macro 1. Project team is not functioning fast enough and not turning out results 2. Team morale/Friction within the group 3. Communication B. Micro 1. Macho manager syndrome 2. No effective leadership qualities 3. Inability to learn from team-building exercises/Takes the retreat as a joke II. Causes 1. Leadership style of John 2. Wants to be ‘head hancho’/Has flippant attitude towards exercises 3. Jokes about serious matters/Points to reason for failure 4. Lack of respect for team members, their feelings and efforts III. Systems Affected 1. Structural – John is no longer with the team; Addition of Ryan to get the team motivated 2. Psychosocial – Team members feel non-important; Leadership style of John was non-motivating; Lack of respect for efforts and lack of recognition for when efforts are made 3. Technical – The inability of John to lead the team probably led to the misuse of current technology and missed opportunities for new technology 4. Managerial – Pressure from upper management to get results; John did not respond appropriately and joked about serious matters; Lack of leadership was causing problems in the group 5. Goals – Group has not met goals in the two years that John was project...
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...Conclusion………………………………………………………………………………………………………Pg. 7 8. References……………………………………………………………………………………………………..Pg. 8 9. Appendix………………………………………………………………………………………………………..Pg. 9,10 1. Abstract. Soccer players during training and match-play perform intermittent work demanding high metabolic rates to be sustained. Players require a diet that provides sufficient macro and micro nutrients, as well as fluid intakes, to allow them to meet the demands of the sport. As well as providing a daily balanced diet, strategic intake of carbohydrate and protein before and after training sessions can optimise performance and recovery. As each player is unique so will requirements need to be tailored to the individual to manipulate and match energy intakes with expenditure. 2. Introduction There is consensus in scientific literature that athletic performance and recovery after exercise are enhanced by optimal nutrition. (Bean, 2009). What an athlete chooses to eat and drink will have direct influence on health, body composition and weight, substrates for fuel during exercise, recovery time after exercise and overall performance. (J Am Diet Assoc. 2000). For the professional soccer player engaging in a number of training sessions in a day or more than one match per week the energy costs can be significant. Soccer players perform high intensity, intermittent activity during a typical training week, involving speed, strength and endurance. (Bangsbo et al, 2006). This...
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...The practice pits accounting firms against each other in which we compete for clients business and will do nearly anything to retain that client - especially if they pay us lots of money. Our worship of money may lead to this professions downfall and we need to focus on the virtue of accounting and our obligation to serve the public instead of pure greed and economic incentive. Gowthorpe: Gowthorpe states that preparers of financial statements are in a position to manipulate the view of economic reality presented in those statements to interested parties. This can be achieved by two principal categories of manipulative behaviors. The first term, 'macro-manipulation' is used to describe the lobbying of regulators to persuade them to produce regulation that is more favorable to the interests of preparers. The second term, "Micro-manipulation" describes the...
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