...Positioning. Jul 22 - Jul 28Week2 Strategic Planning and Positioning Jul 22 - Jul 28 / 13 points Tasks Complete the Learning Team Charter. Objectives/Competencies 2.1Identify the components of an effective marketing plan. 2.2Conduct a SWOT and competitive analysis. 2.3Apply the market research process in discovering and answering business questions. 2.4Apply a segmentation model to create a target market and develop a positioning statement. Learning Activities Required Reading Basic Marketing, Ch. 2 43 Reading Basic Marketing, Ch. 3 14 Reading Basic Marketing, Ch. 4 11 Reading Basic Marketing, Ch. 7 10 Reading Basic Marketing, Ch. 18 7 Discussion Favorite Brand Discussion 24 Discussion Product and Organization Selection and Approval 6 Discussion Research and Discussion 3 Video The Five Competitive Forces That Shape Strategy 1 Video Target: Inside the Bullseye 2 Video Positioning 11 Video Marketing Research and Segmentation 4 ERR Week 2 Electronic Reserve Readings Assignments ASSIGNMENT STATUS FRIENDLY NAME TITLE DUE DATE POINTS UNREAD COMMENTS Participation Week 2 Participation Due Jul 28, 11:59 PM /3 Presentation Marketing Mix Presentation Submitted /5 5 Paper Personal Branding Plan Paper Due Jul 28, 11:59 PM /5 Total Points /13 Course Progress 4.7 / 8 (58.75%) of points so far 100 points total All Assignments » Course Overview Jul 15 - Aug 18 This course develops an understanding of the...
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...Business School, Griffith University, Gold Coast, Australia Purpose – This research paper aims to discuss the role of branding strategy in small and medium size enterprises (SMEs). Design/methodology/approach – The literature on traditional brand management and strategic branding are first reviewed. Four critical constructs are identified, namely brand distinctiveness, brand orientation, brand-marketing performance and brand barriers. The literature, in combination with (eight) case research interviews, has been synthesised to develop a new theory of SME branding. Findings – The paper reveals that the theory identifies the ladder of SME brand orientation, moving from minimal brand orientation, to embryonic brand orientation to integrated brand orientation. Further, it is suggested that most SMEs will be on the lower steps of the ladder. A model of the brand strategy process has been formulated, specifying links between brand barriers, brand distinctiveness, brand orientation and brand-marketing performance. The study puts forward some propositions about the pre-conditions to move higher up the ladder, particularly to an integrated brand orientation. Research limitations/implications – The major limitation of this research is that it is based on eight case studies. It is suggested that a quantitative survey be carried out to enhance the generalisability of the model. Originality/value – This paper makes original contributions in that it uses case studies to establish the relationship...
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...ETHICS GROUP TERM PAPER (Emotional Intelligence and leadership self-branding) Group Members: Nehemiah Kimani: 643907 Kiambati, Francis Kanyora: 645462 Judy Mwangi: 641678 Table of Contents EMOTIONAL INTELLIGENCE 3 Introduction 3 Defining Emotional Intelligence 3 Branches of Emotional intelligence 4 Evolution of Emotional Intelligence 5 Major skills that make up emotional intelligence are: 7 Importance of Emotional Intelligence 8 Importance to Leadership 9 How to Improve Emotional Intelligence 9 Conclusion 10 LEADERSHIP SELF BRANDING 11 Introduction 11 Brand and Branding 11 Personal Branding 12 Personal Branding Process 12 The ‘Domain’ Principle 14 Factors and Qualities used in Personal Branding 14 Leadership branding 16 Leadership Brand Definition 16 Leadership Branding Concepts 17 Building a Leadership Brand 18 Principles Used in Building Strong Leadership Brands 19 Challenges of Leadership Self Branding 19 Conclusion 20 References 21 EMOTIONAL INTELLIGENCE Introduction In the past decade, emotional intelligence has generated an enormous amount of interest both within and outside the field of psychology. It brings together the fields of emotions and intelligence by viewing emotions as useful sources of information that help one to make sense of and navigate the social environment. Emotional intelligence is powerful, and at times more powerful, than IQ in predicting success in life. This paper explores the...
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...Small Business Management American Public University February 6th, 2013 Abstract In this paper I will discuss the role and the importance of small business. There are several arguments for owning a small business and there are plenty of arguments against owning a small business. I will present how to start a small business, how to organize a small business, and how to operate a small business. This paper can be used a Small Business Bible, or a “How to” guide for anyone looking to open a small business. Small Business Owners and Managers face various issues such as social responsibility and ethics, those issues will be discussed in this paper. At the end of this paper you will be able to write a Business Plan and decide if owning or managing a small business is for you. Defining small business is not easy because the definition varies, however a small business is independently owned and operated and is not dominant in its field. There’s not much difference in a entrepreneur and a small business owner. I think everyone thinks about owning their own business at some point in their lives. I’ve thought about owning a hair salon, a beauty supply store, a restaurant, etc. the list goes on…however most recently I thought about owning a night club. Before starting a business the Small Business Administration (www.sba.gov) suggests you ask yourself the following questions: 1. Why am I starting a business? 2. What kind of business do I want? 3. Who is my...
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...Sprint Nextel MKTG305-1301B-01 Marketing Management Project Type: Unit 2 Individual Project Abstract This paper will cover a brief interview with Dialietta Bishop, an extremely loyal Sprint Nextel consumer. This document will also discuss Sprint’s marketing branding and market targets. Sprint Nextel The company is Sprint Nextel and is known as a renowned telecommunication company that provides high satisfactory services to its consumers. This company was initially founded in 1899 by Cleyson Brown when he started the Brown Telephone Co. By the end of 2012, this company provided services to over 55 million customers still growing. Brand loyalty interview: the brand and its competition Brand loyalty is defined as the act of consumer’ preference for a particular service, product, or good; in laymen terms, the consumer is not willing to experiment with other goods but will make repeated purchases of a particular brand. In interviewing Dialietta Bishop, mother, she made it evident that over the years, she has been a loyal Sprint customer and this preference has trickled down through the family. Initially, she was an AT&T customer however due to challenging customer service incidents and an error in posting payments; she began her quest in finding a new telecommunication provider. Within a few months she chose to take a friend’s advice and sign on with Sprint and for the past ten or more years, she has been a loyal customer of their products (phones and accessories)...
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...Entrepreneurship Health Care Product and Services Marketing Techniques Wali K Shakoor-Luqman I BSN, RN HCS/567 Marketing for Health Care 11/24/2014 Facilitator: Jackie Lucas FACHE Health Care Entrepreneurship Marketing Techniques Today’s health environment is governed by the concept of efficient deliverance of care, with the main objective of managing the transactions made between the patient and their providers using cost effective methods. The makeup also consists of consumer involvement in making wiser choices from the various marketing strategies used by the health care industry. The Unites States Health Care System is designed to plan and have control as to how resources are distributed. Due to harsh economic and changing times, health care has not been regulated closely enough to make sure United States citizens receive adequate resources for quality health care at an affordable cost (Getzen, 2007). The health care industry has so much opportunity for developing new businesses, but the entrepreneur has to be equipped with the necessary tools to meet the demands of the health care market. Health care organizations are serious about protecting the general public against the unscrupulous individuals using the get rich quick scams to exploit the consumer out of millions of dollars, based on trends or cosmetic related goods. As we know, obesity in the United States is an area of great concern. Health care consumers who suffer...
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...Personal Plan Branding Paper Marcela Ortega MKT/421 Monday, March 9, 2015 Monique Georges Personal Plan Branding Paper I have 17 years’ experience in the Customer Service industry. One of the reasons why I enjoy working so much in this field is because of the challenges that come with it. Working with the public is not always an easy task, but it is a challenge that I welcome and actually look forward to on a daily basis. I enjoy the interaction and making people’s experience pleasant. My experience has allowed me to have a better understanding of what customers want as well as what their needs are. The cosmetics industry has long been an industry that I want to work in. I am frequently shopping for the latest cosmetics as well as browsing popular makeup retailers like Sephora, Ulta, and QVC. Some could say I have an addiction to makeup but I like to call it staying up to date with the latest advancements in the makeup industry. One of my favorite brands is a company that I would love to work for and that is Bare Minerals. As much as I enjoy playing and experimenting with makeup and color, what I would really like is to not work as a makeup artist, but in the corporate office at Bare Minerals. The brand is known for their mineral ingredients that deliver sun protection and skin enhancing formulas. Not only does Bare Minerals enhance your skin’s radiance, but it is proven over time to continually deliver long lasting skin benefits. Besides the makeup, what...
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...As an exercise for this module, prepare a short (2- to 3-page) reflective paper about your experiences in this class, in which you address each of the following items: 1. Describe how you improved your knowledge, skills, abilities, and yourself in this session through this course. 2. Evaluate the work you did during the session for the class and explain ways you could have improved your performance. 3. Identify topics that you did not understand or successfully implement, and suggest how to improve the course material on those topics. 4. Think of ways you might measure the future effects of what you have learned in this course or your future progress/improvement. 5. State whether you achieved the Course Outcomes (listed on the Module 6 Home page and course Syllabus page). Reflective Essay This class provided important learnings for me and there will be application in my current role as a trainer and marketing leader in the months ahead. As I reviewed the learning outcomes for this class, I believe I increased and improved my understanding of marketing, especially in understanding consumer behavior and the importance of the STP process. Understanding segmentation and conducting research to identify the market in demographics, psychographics and customer behavior helps us to better understand current customers, non-users and describe ideal customers for the future. Targeting helps us to estimate the size and lifetime customer value of segments. Lastly understanding positioning...
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...must be fully uploaded by the deadline date and time. * You must submit one single PDF or MS Office Word document. Any relevant images or screenshots must be included within the same MS Office Word or PDF document. * The last version you upload will be the one that is marked. Your paper will be marked if you have indicated this as your final submission. * Review the mitigating circumstances policy for information relating to extensions. * The file size must not exceed 20MB. * Answer the criteria in order, clearly indicating the pass criteria number. * Ensure that all work has been proof-read and checked prior to submission. * Ensure that the layout of your documents are in a professional format with font style Arial, font size 12 for the text, font 14 for sub heading and font 16 for main heading, line spacing 1.5 and justified. * Use the Harvard referencing system; otherwise it will be considered as plagiarised work. * Ensure that you back-up your work regularly and apply version control to your documents. * Ensure that any file you upload is virus-free, not corrupted and not protected by a password otherwise it will be treated as a non-submission. * You must NOT submit a paper copy or email of this assessment to any member of staff at LSST. * Your work must be original with the appropriate referencing | Learner Declaration | I certify that the work submitted...
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...shopper makes a purchase decision and at the “Second Moment of Truth” when the brand is actually used and the consumer decides if it delivered against the brand promise. The course will include a team project to develop collaboration skills but also to gain deep insights into a specific target group and product. Class participation and discussion will be an important factor in class success. Course Objectives: Students will gain insights into: 1) the behaviors of the world’s consumers; 2) how those differences come about due to differing national, ethnic, cultural, and demographic influences; 3) how certain companies have succeeded and failed at addressing those differences; and 4) how to develop business and marketing strategies and plans to successfully address those differences. Course Materials: We will use a book “The Marketer’s Toolkit” which you can purchase from Harvard or Amazon (it’s cheaper on Amazon). All the other articles/cases can be purchased through Harvard at a special link just for this course: http://cb.hbsp.harvard.edu/cb/access/11893894 . You will need to buy the materials at one time. Using this link will save you significant money. Even though the class meets once a week, you’d be wise to...
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...Employer Branding - How To Reach The Unreached Savita B. Email : savita_b19@ymail.com Abstract: Employer Branding is the process of creating reputation and image of being a ‘great place to work’ in the minds of the present as well as target employees. It is the process of attracting, recruiting and retaining best talent in the organization. It is a process of applying the branding principles to the Human Resources Management in the organization. By building a strong employer brand organization can get best, talented, efficient and excellent employees in the organization. It also reduce the cost of recruitment, increase bargaining power of the organization, make capable the organization to face the problem of shortage of talented employees, increase the profitability and make organization more compatible with young employees. For building a strong employer brand organizations should have best strategic business plan having effective workforce plan with strong Employer Branding Plan. For becoming an ‘Employer of Choice’ organization have to go though the three step employer branding process: Know Yourself, Test Yourself, Select the Proper Channel to Reach the Unreached. By this process organization come to know the strengths of organization as an employer which helps in increasing profitability of organization. This paper aims at explaining the importance & benefits, of employer branding. It also explains the process of reaching to the unreached employees and becoming...
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...TermPaperWarehouse.com - Free Term Papers, Essays and Research Documents The Research Paper Factory Join Search Browse Saved Papers Home Page » Other Topics Porter's Five Forces of Computer Industry In: Other Topics Porter's Five Forces of Computer Industry B. Industry Analysis (Porter’s Five Forces) 1. Rivalry Among Competitors The competition in personal computer industry is very intense and fierce. The five main manufacturers namely IBM, Dell, Apple, HP and Compaq are in competition to produce the least expensive and most efficient machine. Apple focuses more on innovation while Dell focuses on distribution channel and services, which create differentiation to some extent. Price competition has become severe in the industry as PC has become a more commodity-like product. This in turn has drives the industry to embrace any cost-cutting measures in an effort to increase their decreasing profit margin. Since the quality of a personal computer is largely determined by the microprocessor and application system installed, the profitability and prosperity of the industry is dependent of the profitability and prosperity of these suppliers. 2. Potential New Entrants The threats from new entrants to the personal computer industry is weak to moderate due to the presence of dominant players deters the entry of new players to immediately enter the market and establish their own brand. In such a competitive market, these companies have invested...
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...Personal Branding Plan Paper xxxxxx MKT/421 July 28, 2014 xxxxxxx Personal Branding Plan I have over twelve years of cleaning experience from starting out as a dishwasher to cleaning in hospitals, hotels, and residential buildings. From those experiences I have found I enjoy interacting with people and making their stay, where ever that might be, more enjoyable. Yes, it can make finding new jobs, outside the cleaning industry, more difficult; however, I’m always up for a new challenge. I do not intend to stay in the cleaning industry forever. I would rather work in an industry that specializes in helping make memories for people and their families. Working in hospitals, hotels, and restaurants I have developed an understanding of what people expect out of their stays. Especially when they are usually spending a large amount of money, people want to feel special, important, and recognized. I want to be a part of all of that. Companies That Make an Impression on Me To be honest, I have never thought about the companies I would like to work for until this week. Knowing that I want to be able to interact with people the three companies I would enjoy working for would be Xanterra Parks & Resorts, the Carnival Cruise line or InterContinental Hotels Group (IHG). Each of these companies is about making an enjoyable experience for people that stay with them and for employees to making memories along the way. If you want to make a...
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...Defining Marketing Paper Marketing 421 Defining Marketing Paper Marketing, in my personal definition is defined as the concept or base principle in which the exchange or transfer of goods or services are completed between the seller and the consumer on a broad scale through various channels of communication. There are other sources that provide different definitions of marketing aside from the previous mentioned. The American Marketing Association (AMA) defines marketing as the following; “Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.” (SmallBusinessBranding, 2008) The above definition of marketing provided by the AMA in 2004 is slightly different than its new, revised definition; “Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.” (SmallBusinessBranding, 2008) The last, revised definition holds more value to the current definition of marketing due to developments of media and social networking platforms. The wide variety of channels available to consumers and the ways in which information is presented has greatly broadened the concept and view on business marketing. The course text defines marketing as; “Performing activities seeking...
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...The current issue and full text archive of this journal is available at www.emeraldinsight.com/0959-0552.htm The Body Shop and the role of design in retail branding Tony Kent and Dominic Stone The School of Creative Enterprise, London College of Communication, University of the Arts London, London, UK Abstract Purpose – To demonstrate how a company’s retail store design relates to its brand and is influenced by, and contributes to, its corporate values. Design/methodology/approach – The case study briefly summarises the significance of corporate values, branding and design in the retail industry, and subsequently explores The Body Shop’s application of these elements to its business. The case study is contextualised by The Body Shop’s retail environment forming a particularly important communication channel for the company. Findings – The Body Shop has in many ways been the victim of its own success. Being a unique proposition, and having effectively created its own retail category, it has appeared slow to evolve its brand identity. The strong association between the company and its campaigning founder, increasing competition and changing consumer attitudes, have been significant factors in the company’s struggle to re-align and update its brand. Research limitations/implications – The case study largely draws on secondary sources. However, it is informed by one of the authors’ experience and knowledge of The Body Shop’s design process, which has previously remained unpublished...
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