...Online Marketing Take-off of online marketing: casting the next generation strategies Amalesh Sharma is a Teaching Associate based at the Indian School of Business, Hyderabad, India. Introduction The purpose of the old module of marketing was to dictate a message to the mass market. With changes in time, requirements, technology and expectations of the customers, the field of marketing itself has experienced significant changes. It is noteworthy to mention that marketing dynamics shifted from ‘‘farm centric’’ to ‘‘consumer centric’’ perspectives. With evolution in the market dynamics, it is becoming a difficult issue to choose the correct channel to reach the consumer within a specific target group. The ‘‘dotcom era’’ in the history of marketing will probably be remembered exclusively for its contribution towards innovation based marketing. The development of internet technology has impacted us by changing our behavior, decision making process, relation with one another and the way of doing business. The internet has decreased the distance between places, crossing geographical borders and allowing us to build and bring all the necessary things we require, and discarding all the old communication techniques. Highly intense information based market is forcing marketers to look at the world with new perspectives at the new opportunities. Diverse culture, social restrictions are no longer able to hinder the information flow. At this transitional phase as the world is moving towards...
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...Take-off of online marketing: casting the next generation strategies Amalesh Sharma Amalesh Sharma is a Teaching Associate based at the Indian School of Business, Hyderabad, India. Introduction The purpose of the old module of marketing was to dictate a message to the mass market. With changes in time, requirements, technology and expectations of the customers, the field of marketing itself has experienced significant changes. It is noteworthy to mention that marketing dynamics shifted from ‘‘farm centric’’ to ‘‘consumer centric’’ perspectives. With evolution in the market dynamics, it is becoming a difficult issue to choose the correct channel to reach the consumer within a specific target group. The ‘‘dotcom era’’ in the history of marketing will probably be remembered exclusively for its contribution towards innovation based marketing. The development of internet technology has impacted us by changing our behavior, decision making process, relation with one another and the way of doing business. The internet has decreased the distance between places, crossing geographical borders and allowing us to build and bring all the necessary things we require, and discarding all the old communication techniques. Highly intense information based market is forcing marketers to look at the world with new perspectives at the new opportunities. Diverse culture, social restrictions are no longer able to hinder the information flow. At this transitional phase as the world is moving towards...
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...Internet Technology, Marketing, and Security It is a new world—a world where everyone has the ability to influence opinion; a world where everyone has the ability to influence purchase; a world where distances are down to zero; a world where voice has speed greater than light; a world that pushes away any attempt to regulate it, except through the mechanisms of self-regulation; the world that is today, is a world shaped by social media and the free-flow of conversations that the phenomenon enables and endorses (Lalwani, 2012). In just a few short years, social media has grown into a global phenomenon, with hundreds of millions of users all over the world. With so many people logging into check their accounts every day, it’s little wonder that businesses have begun to look at social media for their own marketing efforts. With the advent of social media giants like YouTube (2005), Facebook (2005), and Twitter (2007), millions of people all over the world have gained the ability to connect like never before, and more importantly, create and share content of their own without much effort and in a timely manner. Massive participation in these social networks is reflected in the countless number of videos, comments, news, and status updates that are constantly posted and discussed in social sites such as Facebook, Digg, and Twitter. The effect of this proliferation is evident from the numbers that these websites boast of as well as the global demographics that engage these...
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...study vary in their product and service offerings: personal training, music, systems consulting and a karaoke machine retailer. The conclusion of the research will include recommendations for how small businesses may consider the utilization of social media as a strategy to gain or maintain competitive advantage. Social Media and the Small Business Purpose of the Report Social media outlets such as Facebook, LinkedIn, MySpace and Twitter have widespread, worldwide popularity. According to Facebook's Press Room statistics, there are over 300 million Facebook active users worldwide, and more than six billion minutes are spent each day, by users, online (Facebook, 2009). The allure of social networking is tremendous, making it possible for people to connect globally, with ease and free of charge. Many small businesses utilize social media as a marketing tool because it costs nothing and it reaches a large audience. The purpose of this study is to reveal the strategic implications social media and networking provide for small businesses seeking competitive advantage. The research team will first analyze how social media advertising differs from traditional marketing and advertising. Interviews conducted with four small businesses, currently using social media...
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...Case Study of Samsung’s Mobile Phone Business Boon-Young Lee∗ aliceboon@kdischool.ac.kr and Seung-Joo Lee∗∗ sjl@kdischool.ac.kr Abstract: This paper examines Samsung Electronics successful growth strategy in the mobile phone business. It examines its early efforts at developing a competitive product in the domestic market, its globalization strategies, and some of the key challenges it faces today. The paper provide insights into how a late-comer to an industry can overcome certain disadvantages and successfully position itself as a widely respected and successful brand. JEL classification: L 63, M10 Key words: Samsung, mobile phone, strategy ∗ MBA student, KDI School of Public Policy and Management Professor, KDI School of Public Policy and Management ∗∗ I. Introduction For Samsung Electronics, 2003 was a watershed year. It successfully positioned itself as one of the world’s best mobile phone manufacturers and its products were featured all over the media. Many were calling its mobile phones as “the best gift for Christmas”1 or “the Mercedes of mobile phones.”2 Samsung’s achievements were particularly remarkable considering that its primary focus had previously been in semiconductors and home appliances. Indeed, when it first made the decision to enter the mobile phone business, industry observers viewed the move as foolhardy and reckless. But, much to their surprise, Samsung’s foray into the market turned out to be a great success, contributing...
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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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...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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...History Of Tata Motors Tata Motors Ltd. is one part of the business conglomerate, Tata Group, and was formerly known as TELCO (Tata Engineering and Locomotive Company). The other ventures of Tata Group include Tata Steel, Tata Consultancy Services, Tata Technologies, Tata Tea, Titan Industries, Tata Power, Taj Hotels, and so on. Headquartered in Mumbai, India, Tata Motors is a multinational corporation accounting for 70% cumulative market share in the domestic commercial vehicle segment. Today, the company is the world’s second largest manufacturer of commercial vehicles, world’s fourth largest truck manufacturer and world’s second largest bus manufacturer. It is a dual-listed company, which is traded on both the Bombay Stock exchange as well as the New York Stock Exchange.. Information On Origin & Background Of Tata Motors Tata Motors was first established in 1935 as a locomotive manufacturing unit. The first commercial vehicle was manufactured in 1954, in collaboration with Daimler-Benz AG of Germany. In 1960, the first truck, quite similar to a Daimler truck, rolled out from the Tata factory in Pune. Ever since its launch, the truck became highly successful. However, the success of the commercial vehicles was just the beginning of the flourishing and booming future of Tata Motors. The company went ahead diversifying itself and took up other products as well. Apart from exporting heavy-duty trucks, the company decided to come up with lighter versions for the local...
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...patterns. That simple truth is well understood by those responsible for market research, product development, pricing, sales, and strategy. But they haven’t been getting much help from a venerable technique– market segmentation – which, if properly applied, would guide companies in tailoring their product and service offerings to the groups most likely to purchase them. Instead, market segmentation has become narrowly focused on the needs of advertising, which it serves mainly by populating commercials with characters that viewers can identify with – the marketing equivalent of central casting. 122 harvard business review DAVID PLUNKERT 123 Re d i s co v e r i n g M a r ke t S e g m e n tat i o n This is hardly the state of affairs we anticipated 40 years ago when one of us introduced the concept of nondemographic segmentation in these pages as a corrective to the narrow reliance on purely demographic ways of grouping consumers. In 1964, in “New Criteria for Market Segmentation,” Daniel Yankelovich asserted that: • Traditional demographic traits such as age, sex, education levels, and income no longer said enough to serve as a basis for marketing strategy. • Nondemographic traits such as values, tastes, and preferences were more likely to influence consumers’ purchases than their demographic traits were. • Sound marketing strategy depended on identifying segments that were potentially receptive to a particular brand and product category. The idea was...
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...c 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 STUART OLLEGE Elnora W. THE UNIVERSITY OF SOUTH CAROLINA UPSTATE 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...
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...measured in terms of communication impact such as exposure to a message, awareness of a product, attention, and involvement. Most responses can be categorized as perception (seeing), learning (thinking), persuasion (feeling), or behavior (doing). Effective advertising stems from a combination of carefully planned strategy that connects to audience members on an emotional level and that isolates a need the product fulfills, creative that delivers the strategy, and strong, arresting executions. Six components comprise the classic definition of advertising. Advertising is a paid nonpersonal communication from an identified sponsor using mass media to persuade or influence an audience. Advertising can be classified into one of nine types. National consumer or brand advertising focuses on building long-term brand identity, and retail/local advertising strives to move merchandise in a restricted area. Political advertising encourages support of a candidate or idea while directory advertising helps consumers locate outlets for specific purchases. Direct response allows consumers to skip the middleman and purchase products directly from distributors by mail, phone or online. Business-to-business ads are directed...
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...Principles of Marketing – MGT301 VU MGT - 301 Lesson – 1 PRINCIPLES OF MARKETING Overview of Course: This subject/course is designed to teach the basic principles of Marketing to diverse audience/students, including those who are studying this as a supporting subject for their bachelor degree program. This course is designed to provide you the foundations of Marketing whether you intend to work in field of the marketing or not. Marketing is part of all of our lives and touches us in some way every day. To be successful each company that deals with customers on a daily basis must not only be customer-driven, but customer-obsessed. The best way to achieve this objective is to develop a sound marketing function within the organization. To be understandable and lively means that we need to communicate you. We start every chapter with learning objectives. The most important thing you will get out of this course is the basic skills required to succeed in today’s competitive environment. Marketing is defined as a social and managerial process by which, individuals and groups obtain what they need and want through creating and exchanging products and value with others. Marketing is a key factor to business success. The marketing function not only deals with the production and distribution of products and services, but it also is concerned with the ethical and social responsibility functions found in the domestic and global environment. Introduction of Marketing What image comes...
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...AMITY UNIVERSITY UTTAR PRADESH AMITY BUSINESS SCHOOL MBA (M&S) and (Retail Management), Class of 2014 Pre Joining Assignments Why Pre Joining Assignments? MBA at Amity is a cohesive blend of students from diverse backgrounds. Therefore pre joining assignments are a tool to bring such diversities into a common launch pad. Consider this as an attitudinal/academics warm-up and a sneak peak into a life developing journey which awaits you. Assignment 1 Read any 2 out of 3 below mentioned books and summarize in 2000-2500 words each 1. Cold Steel Britain’s Richest Man and the Multi-Billion-Dollar Battle for a Global Empire Tim Bouquet and Byron Ousey Cold Steel is the fast-paced and compelling account of the biggest and most hard-fought corporate takeover of recent years. It brings to life the cut and thrust of big business at war and gives an insight into the life of Lakshmi Mittal, the man at the top of the UK’s rich list. In 2006, the world’s two largest steel producers, Mittal and Arcelor, went head to head in a bitter struggle for market domination, an epic corporate battle that sent shockwaves through the political corridors of Europe, excited the world’s financial markets and transformed the steel industry. At the heart of the story are two men dubbed the Stallions of Steel. Lakshmi Mittal is a self-made industrialist, born in Sadulpur, an insignificant town in Rajasthan, north-west India, and only three decades ago was paying himself a mere $250...
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...……. ……. ..03 Executive Summary ……. …….. …….. …….. ……. …….. …….. …….. …….. …….. …… ..04 Company Background ……. ……. ……. ……. …….. …….. …….. …….. ……. ……. ……. .07 Target Market ……. …… ……. ……. ……. ……. ……. ……. ……. …….. ……. …….. …….. 09 Short Term Market …….. ……. …….. ……. …….. …….. …….. …….. ……. …….. 09 Long Term Market …….. ……. …….. ……. …….. …….. …….. …….. ……. …….. 10 Management Team …….. ……. …….. ……. …….. …….. …….. …….. ……. …….. …… …11 Target Market Analysis …….. ……. …….. ……. …….. …….. …….. …….. ……. …….. …..11 Industry Analysis …….. ……. …….. ……. …….. …….. …….. …….. ……. …….. …… ………12 Competition …….. ……. …….. ……. …….. …….. …….. …….. ……. …….. …….. …….. ……13 SWOT Analysis …….. ……. …….. ……. …….. …….. …….. …….. ……. …….. …… ……. …. 15 Marketing Plan …….. …….…….. ……. …….. ……. …….. …….. …….. …….. ……. …….. …17 Product ……. …….. …….. …….. ……. …….. ……. …….. …….. …….. …….. ……. …….. …. 18 Promotion ……. ……. ……. ……..…….. ……. …….. ……. …….. …….. …….. …….. ……. …. 21 Financial Analysis …….. ……. …….. ……. …….. …….. …….. …….. ……. …….. ……. ……. .24 Introduction A food truck is a large vehicle equipped to cook and sell food. Some, including ice cream trucks, sell frozen or prepackaged food; others have on-board kitchens and prepare food from scratch. Sandwiches, hamburgers, french fries, and other regional fast food fare is common. In recent years, associated with the pop-up restaurant phenomenon, food trucks offering gourmet cuisine and a variety of specialties and ethnic menus, have become...
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...PROJECT REPORT ON "RURAL MARKETING" BY AARON FERNANDES T.Y. B.M.S. SEMESTER V SHRI CHINAI COLLEGE OF COMMERCE & ECONOMICS MUMBAI PROJECT GUIDE PROF. VAISHALI CHAUDHARY UNIVERSITY OF MUMBAI 2003-2004 1 ACKNOWLEDGEMENTS Many hands have toiled to ensure that this project finally sees the light of the day. It required continuous guidance, inspiration and support from many people and without their cooperation; this project would not have been complete. I take this opportunity to express my sincerest gratitude to my Project Guide, Ms. Vaishali Chaudhary, who lived up to her Designation and was a constant source of guiding light for me at each and every stage of the execution of this project. I would also like to thank the following people who through their experience have enlightened me on the practical aspects of this subject without whom the study would not have been carried out successfully. i. Prof. (Ms) Dr. Malini Johari – Principal, Shri Chinai College, Andheri ii. Prof. (Ms) S.G. Kelkar – BMS Co-ordinator, Shri Chinai College, Andheri iii. Professors at Shri Chinai College: Prof. Sunil Fussey Prof. Vaishali Chaudhary Prof. Padma Iyer Prof. Gitanjali Thorvat Lastly I would like to thank my well-wishers and my colleagues who were a constant source of inspiration and in some cases also motivation as it ultimately has led to the completion of this project. Finally I...
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