...I. Eliashberg and C.L. Lilien, Eds., Handbooks in OR d MS. Vol. 5 0 1993 Elsevier Science Publishers B.V. All rights reserved. Chapter 17 Marketing Strategy Models* Yoram (Jerry) Wind The Wharton School. University o/PennryIuonio. Philodrlyhio. P A 19104. U S A Gary L. Lilien Pennsyluanin Stare Uniriersity, Universiry Park, P A 16802, U S A 1. lntrcduction Many of the models and approaches outlined in other chapters of this book address single marketing issues (promotional spending, pricing, salesforce deployment, etc.) within the context of any organization where other factors are assumed constant. For the most part, such approaches are 'bottom-up', and closely akin to the operational philosophy of traditional ORIMS. Consider, in contrast, a large organization with several business divisions and several product lines within each division. Marketing plays a number of roles throughout that organization. At the organizational level, marketing can provide both perspectives and information to help management decide on what the mission of the corporation should be, what the opportunities of the organization might be, what strategies for growth it might have, and how it might develop and manage its portfolio of businesses. The resulting corporate policies provide guidelines fordevelopment of strategy at each business division. And, at the lowest level, the managers of each product and/or market within each division develop their own marketing strategies within the...
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...Connecticut Valley School The purpose of this simulation is to properly disburse the capital budget funds for the next year at Connecticut Valley School. With the seven priorities listed, some will bring in money while others will not. Ranking is done by what will bring profit into the school quicker and that money will go toward other projects at a later time. Also, to focus on things that more less need to be fixed to ensure safety for students and staff. This year’s capital will be spent towards funding for a swimming pool, renovations to fine arts building, new roof for the hockey rink, wood chip heating system, upgrading the computer lab, new buses, and lastly renovations to the women’s locker room. This ranking should go well with the board of trustees because each project will benefit the one after it. The pool, if open to outside organizations will bring in revenue that will bring back the initial $640,000 invested in it in at least five years. The additional revenue earned could go toward helping the renovations of the fine arts building. If the school's mission is to focus on the liberal arts aspect, providing the best amenities will draw in more students. Of course the safety of students and staff is very important and even if the repairs for the hockey rink roof are delayed for a year, it is important to add that to the top of priorities. The longer the school waits to fix an issue such as this has potential of getting worse and no one's safety should be compromised...
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...1. Give examples of needs, wants, demands that Build-A-Bear customers demonstrate, differentiating each of these three concepts. Needs: Need is defined as a state of felt of deprivation or lacking something. According to this case study, we can say that the children needs are entertainment, fun and creativity. We know that every child want to play with something whether the child belongs to a rich or a poorer family. The second thing is we can notice that the new born babies love to play with technology means they want creativity. They want to do something that is new and unique. Build-A-Bear customers are children, who have needs of belonging (joining the Build-A-Bear "club."), affection (creating and caring for another being), and self-expression (the ability to create a product that reflects elements of the self). Wants: Wants are basically “needs, that are fulfilled according to the costumer’s personality and culture.” In this case study, we can observe that the target customers are children and children love to play with animals. Due to the advancements in technology, the children are being something which they really want and know to be the only source of delightfulness. Hence, the company has added different assembly lines and clearly labeled work stations. Children want a place where they can get a toy of their choice where they have freedom to make a toy like bear of their own choice by choosing, stuffing, stitching, and naming the toy (bear). Demands: Demands...
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...A paper on marketing aiot haos ihf;jksdnfas hpaohrt uipahui sdnf;ION A;S AS;F ;ASNDF ;ihg ;asifd ;iasohf ;isfd ;isf ;ihsf ;ishf ;ihsdf s;fd ;sdf ;ishfd ;hsdf ;sdf ;ishf ;shf ;shfl sdfu lsdf lugsdf lusf lgsf lusdgf ljgs khjvdf khvsf kvsdf kvsf kjhsf khsf khvsf kvsf khgvdf kvsf khvd kjhvsf kvdf khdf kjhf kdf vsdkfjh khjvdf khvdsf khvdf khjvsf kjhvsdf khvdf kjhvdsf kjhvdf kjhvdf kjhdf kjhvsdf khvsf kjhvsf kjhvsf kjhvsf kjhvsdf khjvsf kjhvdf kjhvsdf kjhvsdf kjhvsdf kjhvdf kjhvsdf kjhvsdfk kjhvdsf khvsdf khjsdvf khvsdf kjhvdf kjhvsdf khjvsdf khjvdsf khjvsdf kjhvsdf khjvdsf kjhvdsf jhvdsf kjhvf kjhvsdf kjhvdfs khvdf kjhvdsf khjvsdf kjhvdsf kjhvdf kjhvds kjhvsf khvf ksdfk ksjhdf sdfkhv jhk khv hgv hkvg hgv kghv khv igi vhgv iv vkghvkgv v v kv khv I ifth gviy iyv ivy ighv khvi hgv kh k ivg khvk hjv kjh kh h iuy v khjv kjh kjhv kjhv khv khjv kjhv kjhv kjvh kjvh kvjh kvjh kjvh kj kj kjh kjh kjh kjv khv kjvh kjh kjhv kjh kjhv jkhv jkhv jkhv jhv jkh jhv jkhv jkhvkjh kjhv kjvh kjv kjhv kjv kvj kvjh kvh kv kjhv kjhv khjv kjhv khv kjhv kjh kjhv kjhv kjhv jkhv kjvh jkvh vjhk vhj jkhv jkhv jhv jvh vhj vjh vhj vjh jvh jhv hjv jhv jhv jhv hjv hvj hjv hjv hvj jhv jhv hjv hjv hjv hjv hvj hv hj hjv hvj vjh jhv jvh jhv hvj vjh hvj hjv vhj hjv jhv hjv hjv hvj vhj hvj hjv vhj vhj vhj hvj hj hj hjv hvj jhv jhv vhj vhj jh jvh hjv jhv j jhv hjv hvj hjv hjv jh jv jh hjv hjjh j jvh vj vj vjhjhv jvh hjv hjv jhv hjv vhj jh hvj hjv jvh vh jhv jhv jhv jvh jhv jvh hjv hjv vhj jhv jh jhv jhv jhv jhv jh jhv jh...
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...A marketer uses ________ to target a brand only to specific groups of consumers who are most likely to be heavy users of the marketer's brand. market segmentation strategies The study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas , or experiences to satisfy needs and desires is called ________.consumer behavior People who belong to the same social class have which of the following in common? income levels Which of the following marketing philosophies emphasizes interacting with customers on a regular basis and giving them reasons to maintain a bond with a company's brands over time? relationship marketing Which of the following is the government agency that polices advertising claims about edible products and pharmaceuticals? the Food and Drug Administration Buy Nothing Day and TV Turnoff Week, events designed to discourage rampant commercialism, are examples of________. culture jamming Jenny Rowlins is absolutely exhausted after her shopping trip to pick out a dress for her sorority's formal event. The stores were crowded, and none of her favorite shops carried a dress that she liked in her size. After spending hours at the mall, Jenny gave up and decided to order her dress online and just return it if it wasn't exactly right. This decision took place in the ________ stage of Jenny's consumption process. Purchase When Jane shops, she must feel the fabric of any potential clothing buy before she even...
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...qwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmrtyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmrtyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmrtyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmrtyuiopasdfghjklzxcvbnmqwer...
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...Walmart Marketing History and Marketing Case Study Uploaded by yming on Aug 4, 2005 ________________________________________ Walmart Marketing Case Study Question # 1 In Customer Intimacy and Other Value Disciplines, Treacy and Wiersema highlight three distinct "paths" or strategies to market leadership. They include operational excellence, customer intimacy, and product leadership. This paper will highlight how Wal-Mart has successfully implemented the operational excellence strategy, as well as consider future initiatives within this strategy that Wal-Mart can still incorporate. The discussion will than focus on the customer intimacy strategy and explain how Wal-mart has also incorporated this strategy in a variety of its operations. The product leadership strategy will also be briefly discussed, however, due to its limited scope in this particular environment, it will not be emphasized. Wal-Mart has effectively implemented an operational excellence strategy in its quest to continually lower costs and deliver products and services with minimal difficulty or inconvenience. Whether it be through reducing costs, through its various relationships and practices with suppliers or controlling energy consumption by monitoring and controlling lights, heat, A/C, etc from their head office or even managing inventory efficiently, Wal-Mart has effectively minimized both variable and fixed costs while also ensuring stock outs are minimized. Wal-Mart has also effectively eliminated...
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...ENCUESTA SOBRE EL LANZAMIENTO DE UN NUEVO SERVICIO POR PARTE DE MCDONALD´S. Gracias por dedicar unos minutos en la elaboración de este cuestionario, el cual forma parte de una iniciativa promovida por estudiantes de la Universidad Carlos III de Madrid para analizar el lanzamiento de un nuevo servicio por la empresa McDonald´s. 1. ¿Conoce la empresa McDonald´s? __X_SI ___NO 2. Dentro del conjunto de empresas de comida rápida, en el que se incluye McDonald´s, ¿qué empresas conoce? __X_Burguer King. ___Peggy Sue´s _X__KFC. __X_Pizza Hut. __X_Telepizza. ___Original´s. __X_Domino´s Pizza. ___Otros (indique cual)…………………………………………………. 3. ¿Qué piensa que hace diferente a McDonald´s con respecto al resto de empresas de su mismo sector? ___Precio. ___Calidad de los productos. ___Publicidad. ___Ofertas y promociones. ___Otros (indique cual)………………………………………………tiempo que lleva en el mercado……………………………………………………………………… 4. En un mes, ¿Con qué frecuencia acude a McDonald´s? ……………………………………………………………………………no llego a ir una vez al mes………………………………………………………………………………. 5. ¿Qué servicios ofrecidos por McDonald´s conoce? __x_McAuto. ___McCafé. __x_Easy Order. ___Desayunos. _x__Amplio horario de apertura de establecimientos...
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...A) Introduction B) The Strategy with Environment One of the best strategies that US Airways has is to provide a safe, reliable and convenient service. According to US Airways 10k report, US Airways offers 3100 flights daily to more than 200 communities in the United States, Canada, Mexico, Europe, the Middle East, the Caribbean and Central and South America. US Airways has dominated the Customer Service Key Survival Factor (KSF) by achieving six first place baggage handling, first place on time-performance by also offering a program that allows passengers to earn mileage for each paid flight. US Airways utilize a system that helps to attract more customers, generate more revenues and saves cost that are not necessary. US Airways makes contracts with smaller carriers agreeing that these small carriers would transfer the passengers from a low-density market to their main hubs. The small carriers acting as suppliers to US Airways also benefit by carrying the name from a recognized company and also getting more customers. There is a connection between the strategies that US Airways use and the key survival factor. According to the US Airways 10K report, one of the largest costs for the business is the high cost of fuel. The cost of a gallon of fuel increased by 1.28 billion from 2010 to 2011. This big increase can affect the ability to maintain or increase fares and the passenger demand. We cannot control the environment that we live in political, economical, government...
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...Metabical: Positioning and Communications Strategy for a new Weight-Loss Drug Q & A 1. Who is involved in the decision making process? What is the decision making process for Metabical? Since Metabical is a prescription drug for weight loss which can only be bought via a prescription, the overweight patients are not the only decision makers involved. The health care providers are also decision makers in this process for they are the ones who prescribe the drug. The consumer decision making process (J.Paul Peter & Donnelly, Ch3, p.49) for Metabical goes through five stages: a) Perceiving or recognizing a need. According to the case, 65 % of Americans are overweight. Many perceive themselves as social outcasts. Here Metabical ties in with a variety of needs in Maslow’s hierarchy of needs: the need for belongingness and love for companionship. After all no one likes being excluded. Exclusion can also negatively impact one’s self esteem. So it also ties in with the need for self esteem and self actualization since excess weight negatively impacts hiring, wages, and job promotion. b) Alternative Search: Once the need for love and belonging, and self esteem is recognized the overweight individual collects information from marketing sources like ads, or public sources like newspapers and magazines. The consumer might even ask his health care provider about it. He/she might even ask their overweight friends i.e. group sources who tried many diet drugs...
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...Guidelines for Companies in Response to Consumer Education 1. Establish a separate corporate division for consumer affairs. 2. Change corporate practices perceived as deceptive. 3. Educate channel members towards consumerism for better consumer satisfaction. 4. Incorporate the increased costs of consumerism efforts into corporate operating budget used to carry out the program missions. Guidelines for Consumers in Order to Protect Themselves The Consumers Federated Groups of the Philippines enumerated the following guidelines for consumers: 1. Canvass of prices. 2. Buy from outlets whose integrity are beyond reproach. 3. Buy only quality goods, if you can afford them. Avoid impulse buying. 4. Be sure to get the right quality and quantity of product for your money. 5. Be careful in buying goods offered in big discounts. Some bargain sales are deceptive. 6. When buying on credit, find out the exact amount of interest. 7. Finally, report any violation of consumer rights to the Department of Trade and Industry. In the event a violation appears to have been committed, the consumer should submit a written or a verbal report of the apparent violations of the law with the following basic information: a. The name, address and telephone number of the consumer reporting; and the firm/entity being complain about; b. The acts or omissions constituting the offense including the approximate date, place...
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...CHAPTER EIGHTEEN Lecture Notes for Essentials of Marketing 14e For use only with Perreault/Cannon/McCarthy or Perreault/McCarthy texts. © 2014 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin Multimedia Lecture Support Package to Accompany Essentials of Marketing Lecture Script 20-1 This slide refers to material on p. 499. Summary Overview This chapter concludes Essentials of Marketing by covering three broad concepts: 1) Evaluating marketing As indicated in Chapter 1, there are two levels of marketing: • the micro (managerial) level—concerns the marketing activities of an individual firm; and • the macro level—concerns how the whole marketing system works. 2) The key components of an innovative marketing plan. 3) Challenges facing marketers. Multimedia Lecture Support Package to Accompany Essentials of Marketing Lecture Script 20-2 This slide relates to material on p. 498. Summary Overview This chapter suggests that satisfaction and costs serve as criteria for evaluating the impact of marketing. Key Issues • A nation’s objectives affect the evaluation of marketing. • The social and economic objectives of a nation may differ depending on that nation’s socio-political structure. • Consumer satisfaction is the objective in the United States. • This objective is derived from a market-based economic system, and it implies that political freedom and economic freedom go hand in hand. • In the U. S., people have the right to live as they choose and to satisfy...
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...A.) The ZIP CODE that I chose is 48038. B.) The Five most common PRIZM Segments for 48038 Clinton Township, MI according to the website are Middleburg managers (upper mid older w/o kids), Mobility Blues (downscale middle age w/o kids), Park Bench Seniors w/o kids), Second City Elite (upscale older w/o kids) and Sunset City Blues (lower mid older mostly w/o kids). C.) The PRIZM Segment that I chose is Mobility Blues. I chose Mobility Blues because it the only one out of the top five that I felt even remotely came close in reference to myself. Mobility Blues describes young singles/single parents. A working class neighborhood racially mixed between the ages of 30 and under. This PRIZM Segment lives a modest lifestyle because of the lower income blue collar jobs. It has been shown that their activities consist of movies, playing basketball and shooting pool. D.) The description matched to the ZIP CODE I chose does and does not fit what I believe I know about the area in my opinion. I agree to a certain extent because the statistic (survey) is correct with the age criteria (30 and under), my area is definitely of working class and racially mixed. However I do believe that we make money than what is noted. From the look of my neighborhood (homes and apartments) and the vehicles that are driven I would say that our life styles are decent, very adequate. As far as activities everyone has their own interest but overall I agree with the activities listed in addition to gymnastics...
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...Industrial visit to PepsiCo Plant On 18th Nov. 2011, the first batch of IIM Kashipur visited the bottling plant of PepsiCo in Bazpur, Uttarakhand. It was the first official plant visit as part of industry interaction of the students. Students were accompanied by Mr. Dinesh Saxena and Mr. Daljeet from the administration. On arrival at PepsiCo bottling plant, students were received by Mr. Maya Prakash from the HR department. After a small introduction session, the students proceeded towards the manufacturing unit where the students were introduced to the quality officer and his associates. As a safety requirement, everyone was required to wear leather shoes and the students complied with this requirement without fail. Anyone entering the manufacturing area is required to cover his heads and shoes and the required kit was provided to us. After all the essential safety and quality control requirements were fulfilled, we entered the production floor and were taken to the various sections of manufacturing viz., Water treatment, Syrup mixing, Bottle moulding and Filler Units. After the production floor, students were taken to the warehouse. We got the opportunity to meet the store manager, who was recently awarded by Ms. Indra Nooyi for his warehouse management techniques. He briefed us on different warehouse management intricacies and students got their doubts clarified on supply chain issues. Later students had a 45 minute interaction with Plant’s HR manager, Amitabh Adhikary...
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...Introduction The purpose of this report is to analyse an article regarding a Starbuck’s failure in Australia. The main idea of the article is about Starbuck’s upcoming expansion opening about 1200 stores around the world in 2013. According to the article, Starbuck’s global strategies to international market seems going well considering the fact that it has the biggest coffee-chain in the world over many years. However, the article also points out a retreat of the company in Australia with the number of the stores dropping from 84 to 22 in 2008 (기사). The decreasing popularity of the company in Australia appears to be quite surprising compared to its significant success in the U.S and many other countries such as Canada, Japan and China and so on. In this manner, examining Starbuck’s failure in cross cultural factors rather than identifying reasons of prosperity in other countries can be critical for the company. Moreover, finding out the fundamental reasons of its regressive business in Australian market might lead to developing solutions for cultural markets as well. Surely, the Starbuck’s failure in Australian market can be explained by various cultural factors. In this report, however, global strategy will be discussed as a major theoretical principle and finally there will be recommended solutions for the problems. Starbucks Struggling In Australia With the growing trend of globalisation, many companies has been trying to expand their business globally for past...
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