...DEPARTMENT OF MARKETING COURSE OUTLINE SUMMER 2012 Course: MKTG 300, Principles of Marketing (10122) Meeting Time: Tuesday and Thursday 1:00pm - 4:45pm Meeting Room: Room 235, CBA Instructor: Dr. Praveen Soni Office: Room 355, CBA Phone: 985-4763 Office Hours: After Class e-mail: praveen.soni@csulb.edu (No junk mail, please) Course Objectives To provide business and non-business students with the basic knowledge of marketing, regardless of their area of specialization. To relate marketing concepts to real life business situations using numerous cases and various Internet activities. To develop students’ ability to understand marketing challenges, issues, and alternatives, and the ability to make recommendations. To inculcate an appreciation for the marketing activities typically performed by marketing professionals. Required Text Lamb, Charles W., Joseph F. Hair and Carl McDaniel (2013), Marketing, Twelfth Edition, South-Western Cengage Learning, Mason, Ohio. Course Grade Determination The course grade will be determined by weighting the components as shown below. Relative grading will be used to assign letter grades after all scores have been compiled. Test 1, 2, and 3 – 20% each Group Presentation – 15% Multicultural Retailing Field Project – 15% Individual Participation – 10% Tests 2 and 3 are non-comprehensive. Each student is responsible for bringing a SCANTRON 882 and a No. 2 pencil for the tests. To enhance...
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...SUMMARY Jessica Turner has a master's degree in accounting and an undergrad degree in business. She established Turner Test Prep, a CPA exam review center, after being rejected by the Big Six accounting firms. She decided to bring the company into existence when she was searching for other employment options, and also because she had experience in the field when she worked at a review center's business office before taking up her master's degree. There, she inadvertently started teaching the math portion of the reviews, and received training in teaching. After passing the CPA exam on the first try herself, she decided that she would like to help those who want to take the CPA exam pass on their first try as well. And so she developed a business and marketing plan, convened with various professors to create a comprehensive curriculum, and opened her firm's doors. Instead of the normal review route of using books, software, or online courses, she provided a full service 6 week, 3-6 hours a day review regimen for her clients that include one hour live lectures from various professors, discussions about test taking skills and organizational skills to digest information faster, provided audiotapes that the clients can listen to at home or in their cars, executed timed mini tests as well as practice essay questions, one on one bi weekly client meeting to see how they've progressed and for them to ask questions, and a direct line to her via e mail for any queries the clients may have...
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...ioninteractive.com MARKETING Idea Book for Turning Content into Conversions C NTENT CREATE ENGAGE MARKET STRATEGIZE Landing Pages for Content is clearly king. That passion to learn is the fuel of content marketing. Valuable content spreads like wildfire—providing opportunities for the brands behind the content to capitalize on their blogs, white papers, infographics, webinars and slide decks. This guide to Landing Pages for Content Marketing takes a practical look at exactly how to deliver measurable, significant conversions for each of the major categories of content. Beyond the narrow view of dumping your content, behind a lead capture form (often called “gating the assets”), there exists creative ways to up-sell and cross-sell content to convert your audience’s attention into business results. This approach preserves the social and organic viability of content, while improving its business value. It also adds a new ROI layer of measurement and comparison to content marketing initiatives. For each category of content, we give you a couple of tactics —letting you get your feet wet with one before jumping into another. Everything here is designed to deepen engagement and participation with your brand while providing you with © i-on interactive, inc. All rights reserved. Across markets and personas, people have an insatiable appetite to consume information. measurable results from your content marketing initiatives—driving qualified leads & sales for your organization...
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...1. Introduction The initial stage of the research project is formulated and clarifies the research topic (Ghauri et al., 1995, cited in Saunders, 2000). Both rational thinking and creative thinking (Saunders, 2000) have been used to generate and refine research ideas. Along with economic development and people’s lifestyle has enhanced. Especially, tourism is most clear. 1. Objective Therefore, the objective of research formulated as: ‘In recent years, the development of tourism which include the development of tourism, management of tourism hotel and tourism team, as well as the tourism destination management. Based on the objectives generated as followed: • To analysis business management theory • To analysis allocation and management of employee in enterprise • To analysis business environment in marketing 2. Literature Review Saunders et al (2003) suggested that the literature review would enhance your subject knowledge and help you to clarify your research questions further. The main purpose of this research is to develop a good understanding and insight into the tourism of development. As the research objectives I mentioned above the main literature I am going to review are: to analysis the management of tourism hotel and the tourism team; the different management model and manager’s style are effect enterprise: the importance of reasonable management in employee; the development of the market; the tourism destine management. 2.1 Tourism Management ...
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...online retailers can create a cognitively and esthetically rich shopping environment, through sophisticated levels of communication, as the personal influence, online community, and also by sharing they experience. Since the effect of word of mouth communications on marketing and has proven to stimulate online consumer's perceptions, 374 person of House of Taaj Facebookers in all over Indonesia, in which 280 female (75%) and 94 male (25%) has expressed their perceptions toward online purchase intention, and word of mouth. This research presumes that word of mouth from another online consumers, share information and features can influence online shopping intention and entice them to modify or even transform their original shopping predispositions by providing them with attractive and enhanced interactive features and controls of buying. To achieve the research objectives and the test hypotheses, factor analysis, and linear regression are used to analyze the significant level of each variable indicator of this study. The result of the test may conclude that the Facebookers perceived more intention to search information by online, caused of the effectiveness of time using online community to search information and review the other experience. A more positive online shopping experience led to consumers' positive perceptions for online purchase intention. Thus, this study may...
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...Management, Tamkang University, Jiaosi Township, Taiwan, Republic of China Abstract Purpose – The purpose of this paper is to investigate the predicting roles of extension naming strategies and categorical fit on the transfer of brand personality from a parent brand to its extension brand. Extension naming strategies include direct and indirect naming, while categorical fit is the similarity between an extended product and its parent brand’s cognitive category. Further, the interaction effect and the relative effectiveness of various combinations of the two predictors when determining brand personality transfer are also explored. Design/methodology/approach – A 2 £ 2 factorial between-subject experimental design with one covariate is used to test the proposed hypotheses. The experiment involves 242 participants from a university in Taiwan. Findings – The findings show that consumers perceive higher brand personality transfer when a direct naming strategy is applied or when the parent brand extends to a high perceived fit product. The former is the dominant predictor of brand personality transfer. There also exists an interaction effect between extension naming strategies and categorical fit. Specifically, consumers perceive the highest brand personality transfer when a direct naming strategy is applied for a high fit extended product. Moreover, the use...
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...Assignment on New Product development Course Title : Principles of Marketing Course Code : BBA 2107, Sec: D SUBMITTED TO: Jannatul Mawa Nupur (Senior Lecturer ) Faculty of Business Northern University Bangladesh. SUBMITTED BY: Md. Razaul Karim ID: BBA 060101715 Md. Musfiqur Rahman I.D: BBA 080102476 Ayeasha Siddika ID : BBA 060101555 Md. Ariful Islam ID : BBA 080102596 Date of Submission: 11th May, 2009. [pic] Table of Content |Name of the Contents |Page Number | |Definition |1 | |Packaging Fish |2-3 | |Mum Juice |4-5 | |Packaging Vegetable |6-7 | |Solar Mobile Battery |8 | ...
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...“Electronic Word-Of-Mouth Influence Purchase Intension of customers: Case of Social Network” Submitted By Ms. Riddhi Shah ID NO. 542-9245 Submitted in Partial Fulfillment of the Requirement for the subject Individual Research Project Master of Business Administration Assumption University Semester 2/2012 Submitted To: Dr. Vorapot Ruckthum Table of Contents ABSTRACT 4 CHAPTER 1 5 GENERALITIES OF STUDY 5 1.1 INTRODUCTION 5 1.2 TOPIC OF INTEREST 6 1.3 RATIONALE OF STUDY 7 1.4 RESEARCH OBJECTIVES 7 1.5 PURPOSE OF STUDY 8 1.6 METHODOLOGY 8 1.7 RESEARCH DESIGN AND DATA ANALYSIS 8 1.8 LIMITATION 9 1.9 SCOPE OF RESEARCH 9 CHAPTER 2 10 LITERATURE REVIEW 10 2.1 INTRODUCTION 10 2.2 THEORIES 10 2.2.1 Effects of Electronic Word-of-Mouth 10 2.2.2 Observation Learning 11 2.2.3 Influence of Trust on Purchase Intention 13 2.2.4 Source of Information 14 CHAPTER 3 15 THEORETICAL AND CONCEPTUAL FRAMEWORK 15 3.1 THEORETICAL BACKGROUND 15 3.2 CONCEPTUAL FRAMEWORK 21 3.2.1 Explanation of Conceptual Framework 22 3.3 HYPOTHESES 24 CHAPTER 4 26 RESEARCH METHODOLOGY 26 4.1 RESEARCH METHODS 26 4.2 POPULATION OF STUDY 26 4.3 SAMPLING UNIT 27 4.4 SAMPLE SIZE 27 4.5 RESEARCH INSTRUMENT 27 CHAPTER 5 28 DATA ANALYSIS 28 5.1 INTRODUCTION 28 5.2 INTERPRETATION OF DATA 28 5.2.1 Descriptive Analysis 28 5.2.2 Hypothesis Testing 37 ...
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...COMPARATIVE ANALYSIS OF THREE COMMUNICATION FORMATS: ADVERTISING, INFOMERCIAL, AND DIRECT EXPERIENCE (2000). BY MANDEEP SINGH, SIVA K. BALASUBRAMANIAN & GOUTAM CHAKRABORTY Article review and analysis: 1 – Motivation, goals, contribution. 2- Context. 3 - Elaboration and illumination of theory and results. 4 - Critical review, limitations and further thought. Group: 3.08 Assignment Theoretical assignment Date: 5.11.2014 1 1. Motivation, goals, contribution The article aims at making a comparative analysis between three different communication formats used in advertising, and assess their relative effectiveness on a continuum. The three communication formats are direct experience (DE), television ads, and infomercials. The authors build on previous work to explain the similarities and differences of infomercials and ads / DE, and imply that it is interesting to examine the moderating / mediating effects each medium’s features has on consumer attitudes and intentions. (For example, length, persuasive intent, physical interaction, etc. – how does each effect consumer’s attitudes?). The reasoning behind the choice of these specific formats is that infomercials are a “natural” middle ground, as they combine both television advertisements and DE features (while, they assume beforehand, most likely closer to DE, which is also what they find in their experiments). The motivation for the study is twofold: novelty and useful practical implications. Novelty / research gap: Previous...
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...Bucklin, & Koen Pauwels Effects of Word-of-Mouth Versus Traditional Marketing: Findings from an Internet Social Networking Site The authors study the effect of word-of-mouth (WOM) marketing on member growth at an Internet social networking site and compare it with traditional marketing vehicles. Because social network sites record the electronic invitations from existing members, outbound WOM can be precisely tracked. Along with traditional marketing, WOM can then be linked to the number of new members subsequently joining the site (sign-ups). Because of the endogeneity among WOM, new sign-ups, and traditional marketing activity, the authors employ a vector autoregression (VAR) modeling approach. Estimates from the VAR model show that WOM referrals have substantially longer carryover effects than traditional marketing actions and produce substantially higher response elasticities. Based on revenue from advertising impressions served to a new member, the monetary value of a WOM referral can be calculated; this yields an upper-bound estimate for the financial incentives the firm might offer to stimulate WOM. Keywords: word-of-mouth marketing, Internet, social networks, vector autoregression Michael Trusov is Assistant Professor of Marketing, Robert H. Smith School of Business, University of Maryland (e-mail: mtrusov@rhsmith. umd.edu). Randolph E. Bucklin is Peter W. Mullin Professor of Marketing, Anderson School of Management, University of California, Los Angeles ...
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...International Marketing Table of Contents 1. General 1 2. Overview of Module and Module Descriptor 1 3. Assessment Criteria and Marking Guidelines 3 3.1 Assessment Timetable 4 4. Schedule of Work / Topics 5 5. Communication 6 6. Support for Your Learning 7 6.1 Specific Support Materials for Module 8 7. Developing Good Academic Practice 10 8. Student Charter 12 9. Complaints and Appeals 12 10. Module Feedback from Previous Students 13 General General guidance and information on the university experience for all students can be found in the Student Handbook, which is available online via http://www.bradford.ac.uk/study/new-students/. Overview of Module and Module Descriptor This document outlines key information concerning the UG International Marketing in 20012/13. Contents of the document are subject to minor changes. Updated information will be posted on Blackboard as required. Please make sure that you regularly log onto Blackboard. The increasing opportunities and threats placed by the growth in international business makes the skills of the international marketer critical for business survival. This is true no matter what the business sector or type or size of firm. Even firms not directly involved with active international marketing are likely to be influenced by factors in the international marketing environment, if only in the form of increased international competition. This module examines core issues in international marketing, with every...
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...requirements • Determines the need for additional staff • Continually manage company expectations Qualifications: • MS/BA degree from accredited college in a related field of occupation • 10 years of related experience • Excellent verbal, written and oral communication skills Desired Requirements of Experience: • Previous experience in delivery management • Current knowledge of food and health codes • Excellent organizational skills • Excellent customer service skills • Available to work weekends and holidays • Must be able to work long hours and all shifts Sales and Marketing Specialist Job Description: Sales and Marketing Specialist is responsible for developing and maintaining marketing strategies for the delivery section. Sales and Marketing Specialist will create advertising and marketing strategies to increase the use of the delivery section. Responsibilities: • Create annual marketing plan, which...
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...There are three major marketing problems facing most international firms today: the difficulty, arising from product range diversity, of segmenting its customers and maintaining long-term relationships with key customers; second, the obstacles of obtaining long-term business contracts from big multinationals; and third, how do the firms evaluate the relationship quality of their key customers? McDonnell Douglas, Peugeot and Japanese retailer Yaohan are all fighting for higher market shares in China because they are shaken down by the Government’s policy swings and railroaded into bad partnerships with key customers who mainly squeeze for advanced technology (Clifford et al., 1997). Many companies receive a big percentage of their sales from relatively few customers. Key account management has been increasingly important in international markets. Key account programs differ considerably across countries and firms, but all organizations have to decide how to identify their own major accounts and how to organize for effective relationship building with them. The purpose of this article is to assist organizations to determine the positioning of their major customer relationships so as to formulate key account relationship marketing strategies and implement them effectively in China and other Asian countries. This article describes a key account relationship model with an empirical survey on the measurement components of the model. The findings of the study are to test the practical value...
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...and analysis of management problems and practices of international businesses, including the following: organizational structures of global corporations; production and logistics; human resources and labor relations; marketing and financial management; cultural, political, social and environmental constraints; and other relevant topics. Prerequisites: 41-300, 43-300, and 46-300. Credit, three hours. YOU MUST BE OF SENIOR STANDING AND HAVE TAKEN ALL CORE MANAGEMENT COURSES INCLUDING ACCOUNTING, ECONOMICS, FINANCE AND MARKETING). I. COURSE OBJECTIVES * To familiarize students with the various concepts and techniques of international management. * To help students understand the role and importance of international management in the past, present and future. * To help students understand how the practice and discipline have gradually evolved. * To stress the importance of global linkages. * To highlight the many international constraints that exist on domestic economic policy makers. * To improve the skills of students in decision making through the use of case analysis and exercises in applying the concepts and techniques of international management. * To keep students abreast of current management practices through the review of journal articles and various publications. The COB seeks to develop in its students analytical, conceptual, interpersonal and technical skills. To this end, this course is designed to provide...
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...Sample Master Test Plan TEST PLAN IDENTIFIERRS-MTP01.3 REFERENCES None Identified. INTRODUCTION This is the Master Test Plan for the Reassigned Sales Re-write project. This plan will address only those items and elements that are related to the Reassigned Sales process, both directly and indirectly affected elements will be addressed. The primary focus of this plan is to ensure that the new Reassigned Sales application provides the same level of information and detail as the current system while allowing for improvements and increases in data acquisition and level of details available (granularity). The project will have three levels of testing, Unit, System/Integration and Acceptance. The details for each level are addressed in the approach section and will be further defined in the level specific plans. The estimated time line for this project is very aggressive (six (6) months), as such, any delays in the development process or in the installation and verification of the third party software could have significant effects on the test plan. The acceptance testing is expected to take one (1) month from the date of application delivery from system test and is to be done in parallel with the current application process. TEST ITEMS The following is a list, by version and release, of the items to be tested: A. EXTOL EDI package, Version 3.0 If a new release is available prior to roll-out it will not be used until after installation. It will be a separate upgrade/update...
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