...Brand Management The scope of a brand manager's function varies from company to company, but the core job function is to search for the most productive way to build long-term profitability for a product. How you reach this goal can vary widely between consumable and durable goods. Traditional brand management focuses on consumable goods with a short repeat purchase cycle, in which sales respond rapidly to changes in price, product, packaging, distribution and promotion. The typical career path for an MBA is to enter as an assistant product manager and move up to brand manager after three to five years. A brand management team shares the ultimate responsibility for a particular product. Brand management involves developing a strategic direction for a brand based on what consumers want. It is not just about lowering price or creating commercials, although they are elements of a strategic plan. Rather, managing a brand means finding a way to deliver value to consumers. Brand managers lead cross-functional teams to achieve the goals outlined in annual brand plans. Whether it's managing a spending budget or convincing upper management through numeric analysis to "size-up" a package size to boost sales, everything you do funnels towards the goal of selling more units, thus making more profit for the company and putting smiles on shareholders' faces. Although the needs of a particular brand and product often dictate the level of exposure you have to different issues, one thing...
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...Online Exercises 1 1. The American Marketing Association (AMA) is the marketing discipline's primary professional organization. In addition to sponsoring academic research, publishing marketing literature, and organizing meetings of local businesspeople with student members, it helps individual members find employment in member firms. Visit the AMA web site athttp://www.marketingpower.com. a. What type of information is available on the AMA web site to assist students in planning their careers and finding jobs? b. If you joined a student chapter of the AMA, what benefits would you receive? c. What marketing mix variable does the AMA's Internet marketing effort best exemplify? 2. The Blue Cross Blue Shield Association of Independent Plans collectively provides insurance coverage for one in four Americans. To communicate with subscribers, potential customers, and others interested in the health-care industry, research and insurance coverage, Blue Cross has now developed a page on the World Wide Web. Explore this site now at http://www.bluecares.com . a. What types of information are available through Blue Cross's web page? b. How does Blue Cross's web page facilitate relationship marketing?c. What marketing mix variable do Blue Cross's Internet marketing efforts best exemplify? c. What marketing mix variable do Blue Cross's Internet marketing efforts best exemplify? Online Exercises 2 1. Internet analysts have praised Sony's web site as one of the best organized and most...
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...[pic] LIST OF DOCUMENTS TO BE SUBMITTED BY NEW STUDENTS AT THE TIME OF REPORTING AT THE INSTITUTION I Hostel Registration Students are required to report at the hostel as per dates specified by Joint Director Hostel Admin & submit the following documents. 1. Three copies of details of parents and local guardian along with self photographs on the prescribed registration form 2012 – 13. 2. Photocopy of Hostel payment receipt 3. 2 additional self photographs for Hostel ID card & Hostel register II Registration at the Institution Students are required to report at 10:00 A.M. at the institution for Registration on the day of commencement of the programme specified in the admission letter & submit the following documents. A. Documents related to educational qualifications List is being provided by Director Admissions B. Other Documents 1. Copy of admission offer letter 2. Print out of duly completed online Registration-cum-Enrolment Form (Amizone Print out) 3. Copy of Fee Receipt 4. Foreign Language option Form (Amizone Print-out) 5. Club / Committee option Form (Amizone Print-out) 6. 5 sets of passport size photographs 7. Two Anti Ragging Affidavits on Rs. 10.00 stamp paper each, one duly signed by the student and the other duly signed by the parent. ...
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...MBA 5501, Advanced Marketing Colombia Southern University Why has Amazon.com succeeded online when so many other companies have failed? Amazon Inc. is an American international e-commerce business. It started by Jeffrey P. Bezos in the year 1994. It is a world’s largest online retailer, the company managed to survive and successful, while many other companies failed. Amazon.com success largely depends on its ability to structure its business model in unexpected ways (Business Insider) Amazon.com provides a massive volume of products from various retailers, giving consumers a variety of options to choose from at a twenty four hour, seven days and three hundred and sixty days in the year. Consumer, again have the option to shop at any time of the day and could purchase all items needed at one time without having to go from store to store. To make it easier for consumers, Amazon.com “creates personalized storefronts for each customer by providing more information and more choices than could be found in a typical neighborhood store. Amazon.com survival and success also depended on its different ventures and willingness to invest in the latest internet technology, which intend made shopping online faster, easier and more personally rewarding to consumers and retailers. The ability to position its self not only as a bookstore but also as a technology company has not only increase the success of Amazon.com but has also met the retailing needs of companies of virtually all sizes...
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...Vivian Menzies Marketing 5000 Final Exam 1. List and briefly describe using examples the five major promotional mix tools. How would these be used to introduce a new line of microwave pasta meals? I utilized the 5 promotional mix tools in my Starbucks presentations as seen below- I will utilize the similar tactics introducing a new line microwave pasta meals. Advertising | | I would advertise utilizing he following: TV, Social Media Tweet, Facebook and Pinterest for local recipes to promote the new microwave pasta and of course Local newspaper to be featured as quick easy receipts and the specially the Mothers magazines to purchases.. | Personal Selling | | Local passionate sales people: Costco demonstrators, Publix Apron recipes andDemonstrations. To promote one on one sales personal. This type quick easy Meals for mothers on the go. Nit would focus on the personal up close and personal sales. Through these venues as describe above | Public Relations | | Events, public performances, green initiatives philanthropic endeavors. I would leverage our marketing efforts already in place by our hundreds of thousandsOf dollars marketing. Public events locally at farmers market since our product isNo GMO’s and Gluten Free. We partner with community efforts and farm to tableEvents so we utilize this to market our products effectively and efficiently. We have Amazing philanthropy events and things we as an organization do to promote giving Fun runs, breast...
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...The Union Demand for Recognition and Bargaining Rights I. – Evaluation of Claims Made By the Union Before entering in the matter of analysing the claims made by the union will precede to define "a labor union as an organization of employees formed to advance, through collective action, its members interests with regard to wages and working conditions"(Ivancevich, 2010,p.497). Therefore, companies should have unions to protect employee’s rights and create corporate environments in which employees are treated fairly by employers. “Labor unions continue to provide a number of important benefits to workers across the country (Conrad, 2012). The current scenario presents claims made by the union in which the union filed claims against the company for employers’ constant interrogations to employees about the union activities. Employees received threats that the company will deprive them of benefits if electing the union. There was an additional claim made by the union in which the union states that the employees were threatening for not disclosing the names of other employees attending the union meetings. The union also considers that the company had no right informing the employees about knowing of the operations of joining a union. Also, the union claim that the company tried to dissuade employees from joining the union by offering to pay them certain medical benefits. Such offerings and questioning was perceived by the union as acts intended to discourage employees from...
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...In 1998 Kathy Kudler came up with an innovative marketing idea for her community, she created Kudler Fine Foods. Kathy created this one stop gourmet shop to alleviate the frustration of her fellow gourmet cooks who like her were tired of going from place to place to find special ingredients. The marketing approach she took was to do more than offer these ingredients to her future customers; she marketed herself as offering the freshest and finest ingredients available. Kathy also aimed to appeal to her customers with an environment that could network, exchange ideas and learn from each other. Kudler Fine Foods is now interested in further expanding the services they offer. In addition to the organic produce, fine ingredients and in store parties they would like to add catering. This paper will address the opportunities that they have in their marketing mix (product, price, promotion and place) for its new catering company. The paper will also discuss and assess the relative value of the two types of marketing research, explain components of the new marketing mix of Kudler's new catering service and explain how Kudler should determine the products they want to offer. Kudler will have to take steps such as determining pricing, how they will place catering and promote in addition to evaluating how the target market affects its use of technology. Kudler will have decide if adding a catering service will be mesh with it’s decision to use local organic produce growers and they...
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...Marketing MBSW60297 Assignment 1 Program: Global MBA – Hong Kong SAR Group Student Name: Angela Lau Student Number: 8726568 Date: 20 August, 2012 Background For reasons of confidentiality, the name of the company used in this assessment will be referred to as Company X hereafter. Company X is a multi-national company listed in Hong Kong SAR, China. Its business covers areas such as garments manufacturing, shoe manufacturing, bag manufacturing, fishing apparatus, information technologies, real estate investment and logistics. The sector that we will be exploring here is focusing on manufacturing. Market Company X, as a garment manufacturer, sells massive quantities of garments in different styles to its customers, branded garment companies that have their own retail stores allocated across the world, who then resell to the end consumers. Company X has the capability to produce the products but does not have the tools or right channel to sell to the end consumers. In order to sell to the end consumer, Company X would need to promote its products through advertisement, and has the right distribution centres for its products to reach the end consumer, which Company X does not have, or have no intention to achieve this at that point. Hence we can conclude that Company X is taking a business to business market approach. Baines et al (2011, p.28) pointed out that “in a business to business marketing activity, it...
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...MBA 5501, Advanced Marketing Colombia Southern University Gillette has successfully convinced the world that “more is better” in terms of number of blades and other razor features. Why has that worked in the past? What next? Gillette is one of the well-known razor brand targeted at men. The razor has received popularity and accepted by men who entrust their faces and skin to Gillette. The technological innovation and commitment for quality and continues improvement geared towards the unique needs of men, which helps them to feel and look their best after each use. Gillette has been successful in convincing the world that more is better, in regards to the number of blades and other features of a razor. To be successful in the business, it is imperative that, a company understand the needs of its customers and ensure that those needs are met and available to customers. Gillette Company understands what men desire in their use of razors for their grooming and also understands and know how to market the Gillette brand to all men around the world. Also the technological innovations and breakthroughs has created the most quality and well soughed razors by men around the word. From the twin blade (Trac II), THE Ara , the introduction of the triple blade shaving system, and the six bladed fusion, Gillette has become the best grooming kits for men who seek fresh feeling, and has become a brand for billion(Kotler & Keller, 2012). Gillette believes in quality and channels...
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...Arimount Marketing Plan 1.0 Executive Summary Arimount is one of the world's leading fast moving consumer goods companies. It offers products across foods, home and personal care categories. Arimount first and foremost operates in America. It is headquartered in Dallas, Texas and employs about 171,000 people. I addition to the above products Arimount has also developed a new product called Texas Deluxe deodorant that is in a aerosol can. The product was developed by our leading scientists that allows customers to use the deodorant once every 5 days is they deem necessary. This product is eco friendly and three times the strength of other clinical deodorants. Although there are several competitors that produce deodorants but known that lasts more than 24 hours. The new product for Arimount has been clinically tested. Arimount Sales and Marketing department has purchased an contact list which includes detailed contact information for individuals across Texas in which we will have the initial release of the product. The list not only includes Texas but also the complete area of the Unites States. The “Go To Market” promotion enclosed within will characterize the demarcation in strategy between the geographical regions. The cost of the purchased list was $2,259.00 with a total of 13,292 individual contact names, which calculates to .17 cents per contact. The number of actual companies has yet to be calculated as the file will require clean up, however, appears to have...
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...Activity: grammar Date: 20 May 2016 Time spent: 1.5 hours What I did: I always know that my English grammar needs improving. Grammar is the very basic for English learning in every aspect. I tend to make plural and tense mistakes in my speaking and writing. Undoubtedly, developing a solid foundation in English grammar will not only help me create my own sentences correctly but will also make it easier to improve my communication skills in both spoken and written English. I searched few grammar practice tests on the internet and finished them in about 45 minutes. Then I summarized some grammar rules that I failed to master. Last but not the least, I did some research online on how to improve English grammar. What I learnt: I’ve been through all of the English classes and tests in China, and the only thing I learned from those is – forget about grammar, follow your instinct. The main point is to communicate with people. Grammar cannot be the obstacle to cut me off from communicating with people. Dwelling on grammar too much always brothers me and prevents me from communicating with people. I tend to think too much if I always try to think if my grammar is right or wrong, which is not helpful. However, learning a new language and grammar is never easy. It will take a little time and effort – but the reward will be worth the work. What I improved: I start to realize that grammar is just a small piece of English learning. I should read newspapers, watch TV shows as often...
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...------------------------------------------------- Task 2: Marketing C212 Assessment Code: C212 Student Name: Cristian Dimitricoff Student ID: 000386870 Date: 05/12/2015 Student Mentor Name: Maryann Lamer Proposal Of New Product/Service Dr. Bob Smith founded Smith Optics Inc, in 1965. Dr. Smith worked with friends to develop a new kind of goggles. Now, fifty years later, Smith Optics is one of the top goggle and other extreme weather gear manufacturing organizations in the world. Smith Optic’s products are classified under four main categories: men, women, tech, and life. Under the categories of men, and women, there are six sub-categories: sunglasses, prescription, goggles, helmets, accessories, and apparel. Under the tech category, we find four sub-categories: sunglasses, goggles, helmets, and off-road, and finally, under the life category, we find five sub-categories: snow, water, outdoor, moto, and Smith news (Smith, 2015). These categories and subcategories represent the products offered by Smith Optics, products that consumers can purchase and these types of product are characterized by their tangible form. Consumers can purchase the product, wear it, break it, and still be something that consumers can wear or touch. Smith Optics also offers two types of services. The first is called customer service and consists of shipping and returns. Under the shipping service, Smith Optics gives some information regarding phone orders, hours of operations (in mountain...
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...Unit 4 Assignment – Question 1 The first question in unit 4’s assignment is how am I as the marketing director going to use dissimilar trademark elements that will assist me in making a difference Arimount trade name from rival trade name. Trade name rudiments can be definite as the strategy with the purpose of helping in making out and distinguishing a trade name from the competitors in the industry. Arimount’s intended manufactured goods with extended long-term heady scent (five uninterrupted days still subsequent taking a shower) creates its distinct trade name because it will be an prominent invention in the marketplace. During this strategy to make a distinction between Arimount commencing additional viable trade names subsequent trade name rudiments (in addition to the trademark) have to be careful symbol, tagline, wrapping and commercial pictures, web site address and in conclusion people connected by way of the merchandise. Emblems can be explanation distinguish that facilitates recognize a trademark as of the others. Hence a symbol is exceedingly critical for Arimount, and ought to indicate its manufactured goods characteristic sort of like the swoosh from Nike. Tagline facilitate in abbreviation the worth proposal. It sums up and bestows to the client a obvious thought about the manufactured goods and the products payback. Thus Texas Deluxe’s tagline be supposed to obviously emphasize its finest characteristics such as i.e. extended long-term feat. Wrapping and...
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...DEFINICIÓN DEL PROBLEMA El vicepresidente y gerente general de BranniganFoods en la división de sopas, tiene que decidir cuál de las cuatro estrategias que le han sido presentadas por los gerentes de los departamentos de finanzas y planeamiento, ventas y marketing, comidas preparadas e innovación debe seguir para mejorar el rendimiento de las ventas, la participación de mercado, y la rentabilidad, la cual ha tendido a la baja durante los últimos tres años. Problemas a afrontar: Internos Disminución en las ventas de los productos principales de la división de sopas (RTE Wetsoup y Condensed wetsoup) Disminución en ventas a un tasa del 2 %, haciendo que el ciclo de vida de los productos se acelere. El segmento de mayor venta RTE por sus siglas en inglés (ReadytoEat) ha llegado a su fase de madurez, logrando ser altamente reconocida en el mercado, pero disminuyendo el ritmo de ventas. Externos Aumento de la demanda de soluciones prácticas y rápidas para satisfacer los tiempos de comida. Aumento en la demanda de opciones de comida más saludables, especialmente con porcentaje reducido de sodio. Búsqueda de nuevos sabores. ANALISIS DE LA SITUACIÓN El mercado de las sopas ha sufrido ciertos cambios a lo largo de los últimos años debido en su mayoría al cambio en las tendencias de consumo de las personas. El consumo de sopas que se encuentran listas para consumir forma parte del consumo básico de la cultura estadounidense, en cualquiera de sus varias presentaciones. Sin...
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...Sally Predue Unit Assignment Unit IV Advanced Marketing MBA 5501 Discuss what Brand elements would be most useful for differentiating your company’s brand from competing brands? According to Kolter and Keller (2012) brand elements are components such as logos, slogans, design, symbol and name that are a trademark which identifies the company’s product.(p.- 250) This type of branding will differentiate Arimount’s Everlasting 24 deodorant brand from the other competitive deodorant brands. Arimount has been in the hygiene business for over twenty years and their brand, logo, and name, is currently established; so they will continue to use them. According to Differentiating: Alternative ways to differentiate. (2008) the design of a company’s product can make the difference in getting the sale.(Para.-5). Arimount‘s design team has created an packing for each individual gender. This special packing is an attempt to attract women, men and teenagers. So, the packaging and design need to reflect targeted consumers. The women and teenage girl’s line will be compact packing. This factor helps to provide easy storage for their purse. Also, the packing design will be composed of soft girly colors, such as purple, pink, light greens and soft baby blue. Secondly, the men and teenage boys packing line will be composed of, red, black, brown, dark forest green. In essence, packaging is a vital element that is needed to help appeal to consumers and peek their interest. The consumer...
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