...years. After establishing through market research that a huge growth potential exists for new entrants of heavy-duty trucks in several target countries, Company A expanded successfully into one European country this past year. The company is now considering expansion into an Eastern Asian market. Senior management believes Company A will more than double company profits with its expansion in the international market. As a member of the expansion team, you will be a key player in ensuring the success of this new venture. You will be responsible for providing assessments, analysis, and written plans for successful furtherance of Company A’s global marketing plan. Your manager at Company A has asked you to submit a detailed marketing approach that the manager will present to the operating committee. Your approach should address any major cross-cultural challenges that may likely surface as Company A expands into an Eastern Asian market. A. Identify one country in Eastern Asia a. After researching a number of East Asia countries Company A has decided that Mongolia will be the best choice for expansion B. Identify major cross-cultural issues that may impact Company A’s marketing approach in this situation: b. Spoken Language Barriers i. The official language of Mongolia is Mongolian and is spoken by 95% of the native population. 1. Company A will have to...
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... SEMESTER: JAN 2015 TUTORIAL 2 1.0 Identifying the General Purpose of a Paragraph 1. In naval aviation, the AWACS (Airborne Early Warning Command and Control System) plane, or Hawkeye, serves as an air traffic controller, monitoring the airspace around a carrier fleet. It is responsible for surveillance of enemy aircraft and ships as well as directing helicopters to survivors and guarding against air collisions. In addition to servicing the Navy, Hawkeye planes have been used in rescue operations of civilians during hurricane evacuations. The purpose of this passage is to: A. Inform B. Persuade C. Describe 2. The pilots of the Hawkeye aircraft are the unsung heroes of naval operations. The first in and the last out, these men receive none of the glory bestowed on the Top Guns of F-18 fame. Thanks to Hollywood, fighter pilots have been glorified, but the pilots of the AWACS planes work quietly and diligently, and they deserve praise for their contributions. The purpose of this passage is to: A. Inform B. Persuade C. Describe 3. Tobacco companies have been in litigation, facing charges that their marketing practices in the past have targeted teenagers. Also, evidence indicates that companies adjusted levels of nicotine in their cigarettes to increase the probability that smokers would become addicted to the product to ensure higher sales...
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...the world, a U.S.-based chemical manufacturer, ABC Chemical Company (name changed to maintain confidentiality) considered expansion into Asia, specifically, China. William Smith is the International Marketing manager for ABC Chemical Company. William has been tasked with expanding ABC’s manufacturing and distribution to the Asia Pacific region. Many changes in the powder coating industry have forced ABC to reconsider its their global strategy. To date, they have exclusively manufactured and exported from the Americas. Higher costs and tougher competition have forced ABC to look to the Asia Pacific Region to reduce these costs (specifically shipping) and remain competitive. ABC Chemical Company is a U.S.-based business that manufactures and distributes specialty chemicals to various industries for use in manufacturing finished products. ABC Chemical Company’s powder coating division needs to expand into Asia to remain competitive. Many of the powder coating division’s customers are moving their plants to Asia in an attempt to expand their markets and lower their production costs. As well, all of ABC Chemical Company’s competitors are opening production facilities in Asia to meet their customer’s needs, to expand their markets and lower their costs. For Asian and some European manufactures, powder coatings are a commodity with no specific qualities or competitive advantages to differentiate one from another. ABC Chemical Company believes that in the future, many...
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...locally made Japanese brands are, in convenience stores, almost half the price of fully imported TWO DOGS. DISCUSSION QUESTIONS 1. Should TWO DOGS maintain its premium price and thus risk losing volume growth to cheaper products during the recession? 2. What effect would lowering its price have on its brand positioning? 3. Would lowering its price require TWO DOGS to change to a licensing strategy? If so, should local production be in Japan? Or in nearby Asian countries with lower manufacturing costs, such as China or Thailand? 4. What other options does TWO DOGS have? Could the company change to a multi-brand strategy by introducing a new brand targeting the low-end segment? C ASE 24 ABC CHEMICAL COMPANY GOES GLOBAL Driven by competitive pressures, and the attractiveness of the industry’s fastest growing market in the world, a U.S.-based chemical manufacturer, ABC Chemical Company (name changed to maintain confidentiality) considered expansion into Asia, specifically, China. William Smith is the International Marketing manager for ABC Chemical Company. William has been tasked with expanding ABC’s manufacturing and distribution to the Asia Pacific region. Many changes in the powder coating industry have forced ABC to reconsider their global strategy. To date, they have exclusively manufactured and exported from the Americas. Higher costs and tougher competition have forced ABC to...
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...originally ranked each of the three dimensions (level of differentiation, relative product cost, and scope of target market) as either low, medium, or high, and juxtaposed them in a three dimensional matrix. That is, the category scheme was displayed as a 3 by 3 by 3 cube. But most of the 27 combinations were not viable. In his 1980 classic Competitive Strategy: Techniques for Analysing Industries and Competitors, Porter simplifies the scheme by reducing it down to the three best strategies. They are cost leadership, differentiation, and market segmentation (or focus). Market segmentation is narrow in scope while both cost leadership and differentiation are relatively broad in market scope. Empirical research on the profit impact of marketing strategy indicated that firms with a high market share were often quite profitable, but so were many firms with low market share. The least profitable firms were those with moderate market share. This was sometimes referred to as the hole in the middle problem. Porter’s explanation of this is that firms with high market share were successful because they pursued a cost leadership strategy and...
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...Cost Leadership Strategy This strategy involves the firm winning market share by appealing to cost-conscious or price-sensitive customers. This is achieved by having the lowest prices in the target market segment, or at least the lowest price to value ratio (price compared to what customers receive). To succeed at offering the lowest price while still achieving profitability and a high return on investment, the firm must be able to operate at a lower cost than its rivals. There are three main ways to achieve this. The first approach is achieving a high asset turnover. In service industries, this may mean for example a restaurant that turns tables around very quickly, or an airline that turns around flights very fast. In manufacturing, it will involve production of high volumes of output. These approaches mean fixed costs are spread over a larger number of units of the product or service, resulting in a lower unit cost, i.e. the firm hopes to take advantage of economies of scale and experience curve effects. For industrial firms, mass production becomes both a strategy and an end in itself. Higher levels of output both require and result in high market share, and create an entry barrier to potential competitors, who may be unable to achieve the scale necessary to match the firms low costs and prices. The second dimension is achieving low direct and indirect operating costs. This is achieved by offering high volumes of standardized products, offering basic no-frills products...
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...Contents • 1 History o 1.1 Early history 1.1.1 Wright Amendment o 1.2 1980s–90s o 1.3 2000s 1.3.1 Repealing the Wright Amendment 1.3.2 2008–2009 o 1.4 2010s 1.4.1 AirTran Airways acquisition 1.4.2 2011–present • 2 Corporate identity o 2.1 Advertising • 3 Corporate affairs o 3.1 Headquarters o 3.2 Employment o 3.3 Impact on carriers o 3.4 Lobbying Texas rail • 4 Destinations o 4.1 Top served cities o 4.2 International service • 5 Airline partnerships o 5.1 Codeshare agreements • 6 Fleet o 6.1 Current fleet o 6.2 Fleet history o 6.3 Livery o 6.4 Special liveries • 7 Products and services o 7.1 Southwest experience o 7.2 In-flight entertainment o 7.3 Evolve interior • 8 Rapid Rewards • 9 Incidents and accidents • 10 Controversies • 11 See also • 12 References • 13 External links History Early history Southwest Airlines Boeing 737-200 wearing the original airline colors when landing at San Antonio in 1975 Southwest Airlines traces their roots to the March 16, 1967 incorporation of Air Southwest Co. by Rollin King and Herb Kelleher to provide service within the state of Texas.[2][3] Kelleher believed that by providing intrastate service within Texas, the airline could avoid federal regulation.[8] Three airlines (Braniff, Trans-Texas, and Continental Airlines) started legal action which was not resolved for three years. Air Southwest prevailed in 1970 when the Texas Supreme Court upheld Air Southwest’s right to fly within Texas.[9]...
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...Business Quiz DHL Baseline/Tagline/AdLineof Company/Brands WE make importing Smooth Doordarshan Satyam Sivam Sundaram Electrolux India Makes life a little easier Energizer Keep going ESSAR Steel 24 carat steel Fed-Ex The World On Time Ford Mondeo Redefined Aggression Ford Motors Built for the road ahead Godrej locks PEACE OF MIND.GUARANTEED Graviera Suitings THE MAN OF SUBSTANCE Gucci Quality is remembered long after the price is forgotten Haier Inspired living Harley-Davidson If you don't have to answer to anyone, what would you do Harrod's retailer, ENTER A DIFFERENT London WORLD Hero Honda CBZ Motorcycling Unplugged Hero Honda Born in a studio, not in a Passion factory Hindustan Times Let there be light Hitachi Inspire the Next Honda The power of dreams Honda DIO FROM INDIA TO THE WORLD.AND TO YOU HSBC World's local bank Hughes Software Think skywards HYUNDAI Play a bigger game ELANTRA Hyundai's new ad Drive your way Jobsahead.com FILL IN YOUR AMBITION Johnnie Walker Keep Walking whiskey Kingfisher airlines Fly the good times Kodak You press the button and we do the rest Lacoste Because what you are LG EXPAND YOUR LIFE LG AC BREATHE HEALTHY Lufthansa There is no better way to 1 Created By: S.Sriram MBA-HR, TAMILNADU srirams@gmx.com Company Accenture Air Deccan Air India Air Sahara Airtel AKAI Allen Solly Allianz Insurance Apple Computers Bajaj Auto Bajaj Pulsar Bajaj spirit Blue Star BluestarAC Bournvita Brooke Bond BSNL BUSINESS STANDARD BUSINESSWORL Magazine of the...
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...POSITIONING STRATEGY WITH A NEW IDENTITY: A case study of VIETNAM AIRLINES by Le Hong Dac A research study submitted in partial fulfillment of the requirements for the degree of Master in Business Administration Examination Committee: Dr. Truong Quang (Chairman) Dr. Clemens Bechter Dr. Lalit.M.Johri Nationality: Vietnamese Previous Degree: Bachelor of Economics University of Agriculture and Forestry HoChiMinh City, Vietnam Scholarship Donor: The Government of Switzerland Asian Institute of Technology School of Management Bangkok, Thailand August 1999 Acknowledgement I wish to express my profound gratitude and great appreciation to my advisor Dr. Truong Quang for his valuable guidance, advice and encouragement throughout the research study. Special thanks are extended to the other members of the Examination Committee, Dr. Clemens Bechter and Dr.Lalit.M.Johri for taking interests and giving valuable suggestions to improve the content of this study. Deep appreciation and thanks are also extended to Mr. Luong Hoai Nam, Mr. Trinh Ngoc Thanh, Mr. Duong Tri Thanh, Mr. Mai Quoc Tuan, Mr. Nguyen Thuong Hai, Mrs. Nguyen Thi Minh Yen and Mr. Le Dinh Tuan of Vietnam Airlines Corporation for providing me the desired information and data for this research study. I fall short of words...
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...Theories of Marketing Week 1 – lecture 1 History of marketing 1. Production : supplying markets 2. Selling: convince people that what the organization happen to have is what they need. 3. marketing : let’s ask people what they want and then produce it. What can I make that will serve my customers better? It needs to be something relevant, innovative or unique MKG definition it’s all about sales and market share : it doesn’t say anything about relationship NOW : how can I create value so I will be able to sale more, it’s the only way to survive. To stay alive you need to have a lot of capabilities and tools to survive What is marketing? Marketing includes more than just needs, it’s concerned with providing the right product to the right person at the right moment. That way it creates value. This way it also incorporates innovation. Functions & processes/activities are the things we do to deliver customer value. These can be strategic and tactical. History of marketing thought - philosophy * Production orientation, huge production lines trying to find bigger markets. Its all about efficient distribution. Demand is huge, supply was very small, they didn’t care about colour for example. Marketing was all about getting your product efficiently to the consumer. Marketing is a very contextual science, how do we deal with circumstances, and how do we become successful in these circumstances. * Selling orientation, extra activities...
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...Growing Up Asian in Australia file:///D|/ /Calibre Library/Wei Zhi/Growing Up Asian in Australia (799)/text/part0000.html[2014-6-18 23:54:32] Growing Up Asian in Australia file:///D|/ /Calibre Library/Wei Zhi/Growing Up Asian in Australia (799)/text/part0000.html[2014-6-18 23:54:32] Growing Up Asian in Australia Growing up Asian in Australia file:///D|/ /Calibre Library/Wei Zhi/Growing Up Asian in Australia (799)/text/part0001.html[2014-6-18 23:54:33] Growing Up Asian in Australia Growing up Asian in Australia ...................................... Alice Pung Edited by file:///D|/ /Calibre Library/Wei Zhi/Growing Up Asian in Australia (799)/text/part0002.html[2014-6-18 23:54:33] Growing Up Asian in Australia Published by Black Inc., an imprint of Schwartz Media Pty Ltd Level 5, 289 Flinders Lane Melbourne Victoria 3000 Australia email: enquiries@blackincbooks.com http://www.blackincbooks.com Introduction and this collection © Alice Pung & Black Inc. Individual works © retained by the authors. Reprinted 2008 . ALL RIGHTS RESERVED. 2008. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form by any means electronic, mechanical, photocopying, recording or otherwise without the prior consent of the publishers. Photo of Hoa Pham by Alister Air. Photo of Joy Hopwood by Yanna Black. The National Library of Australia Cataloguing-in-Publication entry: Pung, Alice (ed.) Growing up...
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...past have a future? I mean that’s basically the question that we’re posing because a lot of people claim that anyone who has a past does not have a future in this world. ––Nick Earle, President, ESS, Hewlett-Packard In early April 2000, Nick Earle sat in his cube on the upper level of Building 44 of the HewlettPackard (HP) campus in Cupertino, California. He wore a wireless telephone headset, which allowed him the freedom to jump up and wander about his team’s open cubes as he fielded calls from potential business partners. Earle, age 42, was President and Chief Evangelist of the 90person E-Services.Solutions (ESS) group. The group had grown out of a task force he had put together more than a year earlier. Asked to create an Internet marketing strategy, he and several other “frustrated radicals” created a plan which ultimately led to the formation of the ESS group. ESS now held the mandate to develop an Internet strategy and framework for all of HP. Earle and his team faced tough challenges. They had pulled together some great technologies and products within HP and secured partnerships with other companies, new and old. Still, several questions remained to be answered. Could they create a sustainable strategy? Would they be able to act fast enough, and could they bring the rest of the organization along with them? Could they reinvent HP for the new economy? Or would they be an experiment soon forgotten? Earle pondered...
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...requirements for the degree of Bachelor of Arts in Applied English Approved by ________________ Chia-Chin Susan Sung, M.S. Chairperson of the Committee _______________ Chao-Chang Wang, Ph.D. Chairperson of the Department of Applied English Department of Applied English Ming Chuan University Kweishan, Taoyuan, Taiwan June, 2010 Abstract Disneyland is a fascinating worldwide industry, and also the most successfully run theme park in the world. When it comes to theme parks, Disney will be the first thing that comes to everyone’s mind. Because of the great success of Disney, researchers want to look into the reasons why it is so important and so attractive to the entertainment industry. For example, Disney’s Asian theme parks usually would apply local customs and festivals into their programs. And by doing so, it draws more local tourists to attend the events. Disney always pays attention to these cultural factors and uses them to its advantages. Plus, the special programs such as using stars to endorse the event also help attract younger generation. Although there are lots of elements that help make Disney into a worldwide industry, researchers focus on the cultural part. Thus, researchers apply the method of data-collecting, and comparison of different theme parks of Disney to come to the findings that culture does play an important...
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...www.it-ebooks.info www.it-ebooks.info E L E V E N T H E D I T I O N MARKETING MISTAKES AND SUCCESSES 3 0 T H A N N I V E R S A RY Robert F. Hartley Cleveland State University JOHN WILEY & SONS, INC. www.it-ebooks.info VICE PRESIDENT & PUBLISHER EXECUTIVE EDITOR ASSISTANT EDITOR PRODUCTION MANAGER PRODUCTION ASSISTANT EXECUTIVE MARKETING MANAGER ASSISTANT MARKETING MANAGER MARKETING ASSISTANT DESIGN DIRECTOR SENIOR DESIGNER SENIOR MEDIA EDITOR George Hoffman Lise Johnson Carissa Doshi Dorothy Sinclair Matt Winslow Amy Scholz Carly DeCandia Alana Filipovich Jeof Vita Arthur Medina Allison Morris This book was set in 10/12 New Caledonia by Aptara®, Inc. and printed and bound by Courier/Westford. The cover was printed by Courier/Westford. This book is printed on acid-free paper. Copyright © 2009, 2006, 2004, 2001, 1998, 1995, 1992, 1989, 1986, 1981, 1976 John Wiley & Sons, Inc. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning or otherwise, except as permitted under Sections 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, Inc. 222 Rosewood Drive, Danvers, MA 01923, website www.copyright.com. Requests to the Publisher for permission should...
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...ROBERT F. HARTLEY • Cindy Claycomb 12th Edition T W E L F T H E D I T I O N MARKETING MISTAKES AND SUCCESSES Robert F. Hartley Late of Cleveland State University Cindy Claycomb Wichita State University VICE PRESIDENT & EXECUTIVE PUBLISHER SENIOR EDITOR PROJECT EDITOR EDITORIAL ASSISTANT ASSOCIATE DIRECTOR OF MARKETING MARKETING MANAGER MARKETING ASSISTANT DESIGN DIRECTOR PRODUCT DESIGNER SENIOR PRODUCTION MANAGER ASSOCIATE PRODUCTION MANAGER PRODUCTION EDITOR COVER DESIGNER George Hoffman Franny Kelly Brian Baker Jacqueline Hughes Amy Scholz Kelly Simmons Marissa Carroll Harry Nolan Allison Morris Janis Soo Joel Balbin Eugenia Lee Kenji Ngieng This book was set in 10/12 New Caledonia by Aptara®, Inc. and printed and bound by Courier/Westford. The cover was printed by Courier/Westford. This book is printed on acid-free paper. Founded in 1807, John Wiley & Sons, Inc. has been a valued source of knowledge and understanding for more than 200 years, helping people around the world meet their needs and fulfill their aspirations. Our company is built on a foundation of principles that include responsibility to the communities we serve and where we live and work. In 2008, we launched a Corporate Citizenship Initiative, a global effort to address the environmental, social, economic, and ethical challenges we face in our business. Among the issues we are addressing are carbon impact, paper specifications and procurement, ethical...
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