...Introduction to Marketing Strategy Final Exam Study Guide MKTG: 3000: 0009 Fall 2014 Thomas Walsh Power point Info to Fill in Study Guide Provided by Teacher * Promotional Strategy * Push v. Pull Strategy * * Promotion and Product Life Cycle * * Consumer sales promotion tools * * Promotion Goals * * Informative Promotion * Increase awareness * Explain how product works * Suggest new uses * Build company image * Persuasive Promotion * Encourage brand switching * Change customers’ perceptions of product attributes * Influence immediate buying decision * Persuade customers to call * Reminder Promotion * Remind customers that product may be needed * Remind customers where to buy product * Maintain customer awareness * Connect Promotion * Form relationships through social media * Encourage transparent information exchange * Customers become brand advocates * Advertising-Most commonly distributed by traditional media, though, increasingly through non-traditional media, such as websites, emails, blogs, and interactive video kiosks in malls and supermarkets * * Advantages * Reach large number of people * Low cost per contact * Can be micro-targeted ...
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...Lenovo is the number one PC maker in Chinese PC industry which gained 35.8 percent of market share in 2007. In recent year, it started to operate businesses out of greater China such as Asia Pacific, Americas, Europe, Middle East and Africa. Lenovo’s current pillar strategy is that strive to grow faster and more profitably than the industry by delivering best-engineered PCs and unequaled ownership experience in the global PC market. Since the Lenovo decided to go international, the Europe becomes as part of battle for Lenovo to explore. In this paper, the market of Lenovo in Europe will be focused on the UK. The growth of in UK was achieved through improve sales to large firms and growth in the mid-market segment through a strengthening of the Group’s sales resources. Europe is a key strategic market and battleground for Lenovo. 1. Introduction Lenovo was set up in 1984 as a reseller in China and Hong Kong for the members of the Chinese Academy of Sciences like IBM and Hewlett-Packard. By 1989, now known as Hong Kong Legend has branded out into motherboard manufacturer and it has changed its name to Lenovo and launched itself on the Hong Kong Stock Exchange in 1994 (Malone, [n.d]) . Since 1996, it beat the foreign giants to be the best-selling PC brand and outsell many foreign brands (not just PCs) in the Chinese market. Since Lenovo decided to go abroad and diversify its products and try to produce high tech products, the market share in China were approximately 30 percent...
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...Lenovo Over Company [online] Available from: http://www.lenovo.com/lenovo/us/en/our_company.html [Accessed : 19th April 2015] Gartner (2015) Gartner Says Worldwide PC Shipments Grew 1 Percent in Fourth Quarter of 2014 [online] Available from: http://www.gartner.com/newsroom/id/2960125 [Accessed : 19th April 2015] Lenovo (2014) Lenovo Group Limited 2013/14 Annual Report [online] Available from: http://www.lenovo.com/ww/lenovo/pdf/report/E_099220140529a.pdf [Accessed : 19th April 2015] Lenovo (2014) Lenovo Statement on January 2014 Reorganization [online] Available from: http://news.lenovo.com/article_display.cfm?article_id=1763 [Accessed : 19th April 2015] Becker, J. ( 2000) The Chinese Oxford University Press Kirzner, I M. (2008) The Alert and Creative Entrepreneur: A Clarification [online]Available from: http://www.ifn.se/wfiles/wp/wp760.pdf [Accessed : 19th April 2015] Deakins, D & Freel, M. (2009) Entrepreneurship and small firms. 5thEd. Maidenhead: McGraw-Hill Higher Education Chao, L. (2012) As Rivals Outsource, Lenovo Keeps Production In-House [online]Available from: http://www.wsj.com/articles/SB10001424052702303302504577325522699291362 [Accessed : 19th April 2015] Klincewicz , K. & Ujwary-Gil, A. (2013) Perspectives on innovations management – environmental, social and public sector innovations [online]Available from: http://jemi.edu.pl/uploadedFiles/file/all-issues/vol10/issue2/JEMI_Vol10_Issue2_2014.pdf [Accessed : 19th April 2015] ...
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...passengers per day on its fleet of 29 airplanes, 15 of which were company-owned Fokker F100s. With 1,200 employees, the company serviced 20 locations in Canada, a dozen in the Caribbean, and 10 in the United States. Jetsgo was a private company owned by Michel Leblanc. Leblanc had lived his life around airplanes. His father owned a flight school; he learnt to fly at 16. In his twenties he was an aircraft salesman; in 1978 he co-owned an eleven airplane forest-spraying business. From 1985 to 1990 he was a partner in Intair a regional airline in Quebec. In 1991, he and a new partner started Royal Aviation Inc., which he sold in 2001 for $84 million in stocks to Canada 3000. Although he was subsequently sued by Canada 3000 for providing inaccurate financial information, the case was never tried because Canada 3000 went into bankruptcy protection in November 2001. In June 2002 he launched Jetsgo. On Friday March 11,2005. Just before the busy Spring-break travel week, Jetsgo entered bankruptcy protection stranding thousands of passengers who could not return home and annoying those who could not leave on their spring-break holiday. Throughout its short life, Jetsgo was plagued with both financial and maintenance problems. Leblanc kept operating costs low by: • paying low wages; • making pilots pay for their own training; • leasing old aircraft; • minimizing space parts inventory by flying only two types of airplanes: the McDonald Douglas Md-83 and the Fokket...
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...Topic: Russell 2000 The Russell 2000 index measures the performance of the 2,000 smallest companies in the Russell 3000 index. To best understand what the Russell index is it is easiest to start off understanding what the Russell 3000 index is. It is the stock index consisting of the 3000 largest publicly listed U.S. companies, representing about 98% of the total capitalization of the entire U.S. stock market. This index is not quite as popular as the Dow Jones or the S&P 500 but still plays a large role in providing a snapshot of how well the U.S. economy is preforming by valuing demand interest in shares of the largest publically traded companies. It all started in Tacoma Washington 1984 when this firm started a group of index to measure U.S market segments and to better track the performance of investment managers. This index was further divided into smaller sub segments such as the Russell 1000, Russell 2000, and the Russell 3000. The top 3,000 stocks (those of the 3,000 largest companies) make up the broad-market Russell 3000 Index. The top 1,000 of those companies make up the large-cap Russell 1000 Index, and the bottom 2,000 (the smallest companies) make up the small-cap Russell 2000 Index. One question that does not usually get answered is what happens to the indices and how frequently they change. Russell changes its indices once each year in June, called "reconstitution". The reconstitution consists of going through the global list of investable stocks and...
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...Manos: The Hands of Fate On October 19th, 2013 I saw the film Manos: The Hands of Fate. This film is directed by Harold P. Warren. The film is about a family that gets lost while looking for their hotel. They come across a house where they meet Torgo, an older man who is the masters “helper”. Eventually the family tries to escape the cult that they have been brought in by, but they fail to do so. Then family becomes part of the cult. To me the purpose of this play was to show the audience that the “master” is always in charger whether he has people helping him or not. I can also see that this film is showing us that we should not trust people who we don't know. It was a very strange film therefore I was a little confused on exactly what the creative team was trying to accomplish. My personal reactions to the play were that this was the worst play that I have ever seen in my life. I say this because the film quality was just terrible. I don't go out and watch a lot of movies but when I do I expect the movie to be worth the money that I paid for it. There were times in this movie where you know it is exposed to be scary but I would just laugh due to the camera angles because it would make it not scary at all. The way that the movie started off by just driving for 10 minutes looking for the hotel was boring. It took the audience attention away because after about three minutes of driving you could hear the audience talking in the background not paying attention to the movie...
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...machines designed to last. Mission Statement “We make it easy to exercise! By providing a gym quality work out in the convenience of your own home”. The Product The Power Pro 3000 is the world’s smallest electric stepper. It is the size of a shoe box but is equipped with features necessary to obtain a gym quality workout. The Power Pro 3000 is pre-programmed with 6 quick workout applications designed to help you reach your desired goals. Adjustable resistance and incline increases your workout intensity to elevate your heart rate and shed those unwanted pounds! The Power Pro 3000 includes a Heart Rate Monitor and an LED light information center. The Power Pro 3000 is constructed from commercial strength galvanized steel which provides the same comfort and stability of higher cost gym machines. While the Power Pro is just as powerful, sturdy and dependable as gym equipment, it is much smaller, quieter, flexible and perfect for the home. The Power Pro 3000 has a space saving design that is perfect storing in the closet or sliding underneath the bed. The ultra-quite engine of the Power Pro 3000 is ideal for working out while reading, watching your favorite movie or during the baby’s nap time. Consumer Product Classification The Power Pro 3000 consumer product classification is shopping. The Power Pro 3000 is of high quality but it is not a specialty product, however consumers would be willing to shop in order to find this product. This product will be distributed to select locations...
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...1. Company review |Warid Telecom | |[pic] | |TYPE |Private | |FOUNDED |2004 | |HEAD QUATERS |301-Dhabi Tower, Hamdan Street, Post Box 44222, Abu Dhabi, United Arab Emirates | |KEY PEOPLE |Sheikh Nahayan Mabarak Al Nahayan, Chairman | | |Mr. Bashir A. Tahir, CEO Abu Dhabi Group & Warid International | |INDUSTRY |Telecommunication | |PRODUCTS |Telephony | |WEBSITE |www.wridtel.com | Warid Telecom International is an Abu Dhabi based mobile telecommunication firm providing telephony services in Bangladesh and Pakistan. 2. Executive summary Warid is preparing to launch a new product, the Light, Warid modem and supportive...
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...NAME ------------------------------------------------- Marketing 741 SECTION 8am/9:30am/11am/2pm Target Market Selection Should HubSpot cast a wide net or narrow their focus? Effectively argue that HubSpot should narrow their focus using frameworks we have discussed, as well as points from the case. The company is now facing with customers with diverse needs and preferences. In fact there are customers with different preferences and also competitors that provide services to different segments. These segments can be categorized as small companies, large companies, business to business and business to customers. The services that must be offered to each of these segments should be different considering their different needs. For example, the price should also be different to comply with the offered services and the degree of required interaction between the company and its customers. The channel of approaching could also be different. For example, Should HubSpot target B2B or B2C customers? -Use a mix of qualitative (strategic) and quantitative (CLV, market potential) facts to argue your point. Do not restate points from the case, but use them to support your decision. -Will this group be receptive to the product? I.e., is HubSpot providing value to these segments? Is there competition in this market? Is HubSpot well positioned to serve these customers? Are there any other outside forces we should consider? Based on the facts that presented in the case the company...
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...Homework Financial Aspects of Marketing Marketing Strategy Spring 2016 Complete the following problems and homework problems in the book. * Do questions 2, 4, and 8 on pages 51, 52, and 53 (2 and 4 are worth 5 points and 8 is worth 10 points). * Provide the answers for the following two problems (40 points). * Perform the questions in this homework assignment that are associated with the Breeder’s Own Case on page 113 (40 points). Problem 1 A group of Notre Dame students is contemplating pursuing a music career. They have to make their decisions in a hurry because if they are not going to pursue music they have to put a lot of energy into finding a job this spring through career services center here on campus. Currently they are all music, all of the time. They have an incredible band called “The Rock”. Their tunes resemble a mix of the funkier sides of ColdPlay, Sam Smith, and Justin Timberlake. Their music has been described as “soulful rock” with an obvious appeal to mainstream America. Their music provides up-tempo rhythms with short interludes of playful and powerful rap that provides social commentary that resonates with youths and young adults alike. They have been suggested to provide anthems to achievement and goal setting. Beyond that, they have powerful love ballads that will touch even the most stubborn romantic. Their lead singer is absolutely amazing and the musicians are world class. They were in the same dorm as freshmen and...
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...Assignment Report University of Wolverhampton Business Management University of Wolverhampton Business Management Applied Strategic Marketing – 6MK002 Group Report Module leader: William Mott Team O Student Names / Numbers - Kamran Ditta (1008999) Bhavneet Kalsi (0910613) Beverley Knibbs (0921999) Audrey Whyte (0921994) Xianzhi Deng (1122635) 30/03/12 Content Page Page Numbers 1.0 Introduction…………………………………………………………………… 3 2.0 Segmentation ………………………………………………………………… 4-5 2.1 Perceptual Map………………………………………………………….. 6-7 3.0 Portfolio Analysis……………………………………………………………… 8-11 4.0 Completive Analysis…………………………………………………………….. 12-13 5.0 Conclusion……………………………………………………………………… 14 6.0 References……………………………………………………………………… 15 7.0 Appendix’s ……………………………………………………………………… 16 7.1 Appendix 1 ………………………………………………………………… 17 7.2 Appendix 1.1……………………………………………………………… 18 7.3 Appendix 2……………………………………………………………….. 19-24 7.4 Appendix 3…………………………………………………………………. 25-28 7.5 Appendix 3.1………………………………………………………………… 29 7.8 Appendix 4………………………………………………………………… 30-31 7...
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...No | Name Student | I.D | 1 | | | 2 | | | 3 | | | 4 | | | | | | Teacher Name: | | | | | Restaurant services business plan Table of Contents Restaurant services business plan 1 Dhofari night's restaurant Services 1 Business description 1 1.1 Nature of Industry 1 1.2 Name of Business Organization 1 1.3 Description of Products/Services 1 1.4 Brand name/Logo 2 Logo 2 1.5 Vision 2 Mission 2 Objective 3 1.6 Ownership and organizational structure 3 Organizational structure 4 Market Analysis 4 2.1 Target customers 4 2.2 Competitive advantage 5 2.3 Marketing media 5 2.4 Promotion 6 2.5 pricing strategy 6 2.6 Sales and Distribution 6 Physical facilities and raw material 7 3.1 Location of business 7 Advantages of location 7 3.2 Physical facilities 8 Human resources 9 4.1 Required employees 9 4.2 Recruitment and training 10 Recruitment 10 Training 10 Financial planning 10 5.1 Financial planning 10 5.2 Source of funds 11 Sales forecast and profit estimation 11 6.1 Sale forecasting 11 6.2 Profit estimation 12 Conclusion 13 References 14 ------------------------------------------------- ------------------------------------------------- Dhofari night's restaurant Services ------------------------------------------------- Business description 1.1 Nature of Industry The business we are going to start is related to the Hotel industry. Our business...
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...MBA Course Code: BMMK5103 Course Name: Marketing Management Credit Hours: 3 Assessment: Assignments Assessment Type | Details of assessment | Marks distribution | Assignment-1 | Refer to the case study on CISCO Systems on pages 79-80 Chapter2. You are required to: 1- Discuss how building brand in a business-to-business context is different from doing so in the consumer market. 2- Critically analyze CISCO’s plan to reach out to consumers. Is it a viable one? Why? Why not? 3- Offer suggestions/recommendations to CISCO Systems on how to develop its marketing strategies more effectively? (Word Count 2000 words) | Assignment 1 = 20% | Assignment-2 | Industry-Based ResearchReference may be made to Chapter 4 : Conducting Marketing Research You are required to:1. Identify any organization of your choice. 2. Critically discuss the marketing research process of the chosen firm. 3. Offer five recommendations on how to improve the marketing research process and for the best practices in the firm. (Word count 3000 words) | Assignment 2 = 40% | | | Class Course work = 60% | | | | Final Exam: (3 Hrs.) | Final Exam StructurePART A2 Essaysquestions(20 marks each) – answer BOTHLevel of learning:Application and AnalysisTOTAL MARKS: 40% | Part A- 40 Marks | | PART B5 Essaysquestions(20 marks...
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...________________________________________________________________________ BMMK5103 MARKETING MANAGEMENT MAY 2015 ________________________________________________________________________ INSTRUCTIONS TO STUDENTS 1. This assignment contains question that is set in English. 2. Answer in English only. 3. Your assignment should be typed using 12 point Times New Roman font and 1.5 line spacing. 4. You must submit your hardcopy assignment to your Facilitator and ON-LINE via the MyVLE. Refer to the portal for instructions on the procedures to submit your assignment on-line. You are advised to keep a copy of your submitted assignment and proof of the submission for personal reference. Your assignment must be submitted before or on 12th July 2015. 5. Your assignment should be prepared individually. You should not copy another person’s assignment. You should also not plagiarise another person’s work as your own. EVALUATION This assignment accounts for 60% of the total marks for the course. OBJECTIVES: The objectives of this assignment are: 1. To prepare a practical marketing plan for a company of your choice. 2. Conduct the necessary studies and analyses which to be included in the marketing plan. 3. Recommend the appropriate marketing mix strategies, implementation, evaluation and control to realise the marketing goals set in the marketing plan. INSTRUCTIONS: Select a car manufacturer such as PROTON, PERODUA...
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...Global Marketing Activation plan BU TV Marketing Owner Des Power / John Olsen BU TV Market Inteligence & Strategy Reviewer Nils Leseberg BU TV Market Driven Innovation Reviewer Bart de Vos BU TV F&A Reviewer Peter Tesink BU TV MarCom Reviewer Gary Raucher a.i. Category TV Reviewer Arjan de Jongste, Elisabeth Hankeln, Scott Housley BU TV Leader Approver Approved: Robert Smits CL CMO Approver Approved: Egbert van Acht CL CFO Approver To be approved: Paul Verhagen CL CEO Approver To be approved: Andrea Ragnetti CONTENTS Management Summary 3 1. Business Objectives 5 2. Positioning: Value Proposition House 6 3. Target Audience 8 4. Market Development & Competitor Strategies 9 5. Marketing plan 12 6 Financials 41 7 Key Performance Indicators 42 8 Risk assessment 43 9 Marketing Introduction Process (MIP plan) 44 Management Summary This document presents the BU TV 2010 Global Marketing Activation Plan. The scope of the document is the entire Flat TV portfolio. Particular attention will be paid to the MCI Ambilight and its role in the total plan. The overriding Business Objective of the Business Unit is to turn this business into a profitable activity for Philips. This plan is designed to deliver a positive EBIT in 2010 on the road to sustainable profitability in 2012. We will do this by focusing in 2010 on driving leading market positions (top 2) in DACH, Benelux...
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