...MARKETING REPORT Group: Phan Xuan Linh (77139428) Shyam Mallan (77140430) Christian Andrea (77142477) Prakash Pothina (77144112) Shrey Sugla (77144256) CONTENTS INTRODUCTION 4 LITERATURE REVIEW 4 L'ORÉAL MARKETING PLAN AND CONSUMER BEHAVIOUR 6 Cultural factors: 6 Social factors 7 Psychological factors 8 CONCLUSION 10 APPDENDICES 10 REFERENCES 11 REPORT ON THE EFFECTS OF CONSUMER BEHAVIOUR ON L'ORÉAL MARKETING PLANS ABSTRACT: Consumer behaviour strongly affect the consumer buying process, hence marketers always want to know what is actually happening inside customer's mind in order to provide additional values of products to users to satisfy their needs and wants. However, it is mainly influenced by three key factors - cultural factors, social factors and psychological factors - that are vital conditions for every marketing strategy to be considered before launching in the market. In cosmetic industry, although L'Oréal is the leader of the market, it is necessarily for the company to concern these factors in its marketing plan, so as to gain the market shares and remain its position above rivals such as P&G and Unilever. The report will try to find out the role of consumer behaviour in marketing strategy planning and discover the process of how L'Oreal adapt the three factors to their marketing plans order to achieve success. INTRODUCTION The term consumer behaviour is defined as "the study of how individuals, groups and organisations...
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...Contemporary Issues in Marketing Assignment II Cian Feeney 15492758 Declaration I hereby certify that this material, which I now submit for assessment as a continuous assessment project in MN356 Contemporary Issues in Marketing, is entirely my own work and has not been submitted in whole or in part for assessment for any academic purpose other than in fulfilment for that stated above. Signed: ……………………….. Date: ………………………………. Cian Feeney. Introduction The cartoon above highlights the use of online marketing in today’s world. As social media becomes ever more prevalent and the amount of time people spend online increases online marketing becomes a greater and greater tool for marketers and brands alike....
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...Management Institute Switzerland The Influences of Electronic Word- Of-Mouth and Social Media on Tourists Decision-Making Process in Deciding Tourism Destinations Helen Pham ( Pham Thu Hien) Diploma 2 Table of Contents Chapter 1 Introduction........................................................................3 Chapter 2 Literature Review................................................................3 2.1 Theorical Framework.......................................................................3 2.1.1 Social Media....................................................................................4 2.1.2 The eWOM ( Electronic Word Of Mouth)…………………………………………………….5 2.1.3 Decision-Making Process...................................................................6 2.2 The influence of Social media and electronic word of mouth on consumer decision-making process of Tourism Destination……………….8 2.2.1 The Impacts of Social Media on Tourists’ Decision-making Process of Tourists..................................................................................................8 2.2.2 eWOM ( Electronic Word-of-mouth) effect in the tourist purchase decision making process on destination of choice……………………………………………………………..9 Chapter 3 Conclusion and Recommendations……………………………….11 References…………………………………………………………………………………12 List of Figures: Figure 1: Isra Garcia (2010) Social Media Integration Theory Model Figure 2: Kotler (2005) Decision-making process model Figure...
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...Management ISSN 2222-1905 (Paper) ISSN 2222-2839 (Online) Vol 3, No.3 www.iiste.org Effective advertising and its influence on consumer buying behavior Zain-Ul-Abideen (Corresponding Author) Department of Management Sciences, Abbasia Campus, The Islamia University of Bahawalpur, Punjab, Pakistan. E-mail: zuabideen@gmail.com Salman Saleem Department of Business Administration, Federal Urdu University of Arts, Science & Technology, Islamabad, Pakistan. E-mail: salmankhan302@gmail.com Abstract Advertising is a form of communication intended to convince an audience (viewers, readers or listeners) to purchase or take some action upon products, information, or services etc. This paper investigates the relationship between independent variables which are environmental response and emotional response with attitudinal and behavioral aspect of consumer buying behavior, by tapping the responses of 200 respondents using telecommunication services from Rawalpindi, Islamabad, and Lahore (cities of Pakistan). The major findings of the study demonstrate an overall normal association between the variables but in-depth analysis found that emotional response of consumer purchase behavior is the variable that results into strong association with the consumer buying behavior. It is true that people purchase those brands with which they are emotionally attached. This study reports new evidences in the field of consumer buying behavior of consumers pertaining to the local markets of these cities...
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...of Information and communication technology (ICT) has had a paramount impact on tourism. The effects of this revolution continue to change the nature of contemporary tourism on a day-to-day base. The globalization of information, open innovation, better access, collaboration in a generation of information and technological convergence, have all contributed to the design of a new scientific paradigm. Thanks to our passion for research and to the continuous advancements in the technological ecosystem as well as the possibility of better understanding human activity and behavior we are on the threshold of a new era of the social science of tourism. This new social and technological paradigm affects tourism and human mobility in a way that gives the research process unheard-of possibilities. The current level of technological development allows for the construction of objects that are smaller, more intelligent and embedded in the environment and even wearable. These objects, which record and learn our habits are connected to the Internet and they have computing capabilities. They can also be interconnected and generate large quantities of information to benefit the environment in which they are located as well as the travellers that possess them. This gives rise to a new world of interconnected personal machines. This new world involves a convergence among what is physical, what is social and what is digital. Within this context, research assumes the principal role to guide evolution...
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...SAMPLE ANSWER 01 CAM CAM Diploma Marketing and Consumer Behaviour December 2010 Contents Task 1: Marketing Principles Task 2: Communication Task 3: Communication, Advertising and Media Task 4: Consumer Behaviour Task 5: Channel Behaviour Appendices: Background information to THE AGE Appendices to task 2 4 - 14 15 - 20 21 - 31 32 - 43 44 - 47 48 - 54 References 55 - 57 Task 1 Word count 1618 Marketing Planning Planning is an essential task to ensure THE AGE continues to be a market leader. Drummond et al (2005) suggest planning should be systematic and structured, and is required in order to adapt to the changing business environment. The corporate objectives are at the heart of the marketing planning process (Brassington et al, 2000). The marketing plan will contribute to the corporate plan by developing specific functional strategies and tactics to achieve the corporate objectives. Figure 1.1 demonstrates the process. THE AGEs corporate plan is ‘to build on profits from the previous year and continue to be Britain’s number one quality selling newspaper’. From this, the marketing plan could be ‘to increase the number of subscribers’. Marketing planning process diagram A common framework to use in the planning process is the SOSTAC model, see figure 1.2 Marketing planning process • • Situational Analysis – The first stage of the planning process is to look at where the THE AGE is now - Britain’s number one selling quality newspaper with...
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...The Impact of Social Media in Marketing Management Journal of Business; ISSN 2233-369X; Volume 3, Issue 1, 2014 The Impact of Social Media in Marketing Management Giorgi BAGATURIA* Margaret JOHNSON** Abstract The advent of the social media has brought about tremendous changes and advancement in the marketing process and has made it much better on the one hand and much worse on the other. However, nowadays, it has been widely accepted that social media is the next big trend in the marketing world and several studies have shown that these media or channels are often more effective than the traditional ones. Since the turn of the century, social media has steadily emerged ahead of the mass media as the most used media. Both print circulation and TV viewership have been falling consistently over the years; for instance, TV viewership has gone down almost 50% since 2002. In contrast, social media has reported massive gains since the early days of MySpace, with social media usage among U.S. adults increasing by 800% over the past eight years (Edwards, 2013). For marketers, this is a huge advantage because the rapid transition from mass to social media presents the opportunity to create impactful, relevant marketing messages. This data-powered personalized marketing approach is not only much more effective, but also more costefficient and scalable. Recently, social media has become a term synonymous with business marketing. Although still in its early stage, there is still so...
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...Advanced Research Topics in Digital Marketing Lecturer: Almir Peštek, PhD Assistant Professor Department of Marketing School of Economics and Business in Sarajevo almir.pestek@efsa.unsa.ba Course objectives: The objectives of the course are to get participants introduced to modern trends and practices in digital marketing development and to prepare them to work on their own research related to digital marketing application. It exposes participants to the main issues in digital marketing strategy and helps them critically evaluate both fundamental ideas and more recent developments. At the end of the course participants will be able to think critically about the development, implementation and effects of certain digital marketing strategies in business. There is an expectation that participants will develop an own research topic which derives from the topics covered. The course focuses on five themes: 1. The role of digital marketing within the organization 2. Consumer Behaviour 3. Integrated Marketing Communications 4. Social networks and Web 2.0 5. E-Metrics Course description: The purpose of this course is to investigate advanced topics in digital marketing. This course is designed to help participants in understanding the role of digital marketing within the organization, its business strategy and its success. The course will be organized in a way that allows participants to gain depth in important areas of digital marketing research identified and to develop and advance...
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...Logistics, Quality, and Operational Research; (2) Information Systems, Technology and Communication; (3) Industrial Economics and Regional Development; (4) Management, Organizational Behaviour and Human Resources; (5) Finance, Accounting and Marketing; and (6) Education, Training and Professional Skills. Term Paper can focus on Mapping new frontiers in emerging and developing technology areas in research, industry and governance.. Some Abstracts which emphasis on the Technology and Marketing. These are abstracts of articles which are already published. These are for your reference and you can start working in the same way concentrating on Technology and Marketing. * Trial-and-Error Marketing: The Role of the Customer in Tech Start-ups by Fabian Eggers, Deborah Brown McCabe Abstract: This paper explores the role of a customer- or product-centric focus in young technology firms decision-making and whether the behaviors of these firms differ from textbook marketing. rnData from depth interviews with founders of growth-stage tech start-ups reveal that new product development relies on four key approaches: self-focus, need finding, network creation and utilization, and middle ground. Their trial-and-error marketing is related to several theoretical constructs from the management, marketing and entrepreneurship literature. The paper provides a set of propositions and managerial implications. Keywords:...
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...Executive Summary……………………………………………………....3 2. Situation Analysis .....................................................................................4 3. Analysis of case issues using marketing theory 3.1. The trends in the marketing environment …………………….. 5 3.2. Creating value for customers.......................................................6 3.3. Fitting in with the changing marketing environment...................7 4. Conclusion...........………………………………………………………....8 5. References………………………………………………………………...9 1. Executive Summary In the era of globalization and highly competitive business world, it is the goals and desire of every company to take a good portion of market share for their products in the market place. People in different geographic locations are more connected ever than before with advancement of internet and air travels. Online blogs, YouTube and social networking web sites have changed new socio culture across demographics especially in younger generations. Consequently, consumers are also becoming well informed about the brand and products, value conscious and their purchase decision are made beyond the quality of product and its face value alone. The aim of this study is to analyse the key concepts of Toms Shoes Company marketing strategies and important factors that influence the success of this relatively new shoes company under current market environment. Toms is a shoes company that gives a new pair of shoes to a...
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...How does celebrity endorsements influence consumer behavior in fast fashion industry? 1. Introduction The fashion industry has come a long way over the past two decades. In the early years, big players such as Marks & Spencer offered a relatively straightforward fashion retail choice. However, with the lower cost of starting a retail outlet, the market has become more crowded since then. So called fast fashion retailers, are by no means the only one who succeeded and grew over the past years. Overall, the fast fashion retailers experienced a greater growth compared to the fashion industry as a whole (Cachon and Swinney, 2011). Such retailers are now ubiquitous and spotting a person on the streets who does not wear at least one fast fashion clothing item is rare. The key point to success lies in their business model; making the trends available to everyone. The rapid global changes have restructured the way fashion retailers do business. In today’s competitive market, using celebrity endorser to promote brands on television is a fairly common practice (Erdogan et al. 2001). Celebrity endorsements is believed to help consumers remember the message of the advertisement and the brand name the celebrity is endorsing. This creates the personality of a brand because when a celebrity is paired with a brand, this image helps shape the image of that brand in the minds of consumers (Argrawal & Kamakura, 1995). Celebrity endorsement is a new strategy in brand selling...
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...3, June 2014 Legal Risks in Social Media Marketing Jawahitha Sarabdeen Abstract Social media is an important communication channel for marketers. The research conducted earlier shows that more than 81% of the businesses are using social media or planning to use social media for marketing purposes. The social media is used for engagement marketing, buzz marketing, building customer relationships and to revitalise brand image. As social media marketing facilitates two way communications between the marketers and the users, the content generated in social media is considered trustworthy and reliable by the customers. The marketers while using the social media should be aware of the legal risks involved in social media marketing. This research paper by using content analysis looks at social media marketing and legal risks involved in social media marketing. Index Terms—Social media, marketing, legal risks, regulations. I. INTRODUCTION Social media marketing is a phenomenon where businesses are seeking new ways to create value. The introduction of social media considerably changes the marketing activities and consumers‘ behaviours. With the introduction of various technologies associated with social media the businesses and consumers participate in marketing activities easily without cost. Though social media is relatively a new media, its popularity is increasing rapidly across the world. Social media is used to engage with consumers, promote the business products...
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...involvement and purchase intention in the context of mobile advertising. The model was tested with a sample of 250 young adults using Partial Least Squares (PLS) analysis. Findings indicated that a positive relationship exists between a consumer’s attitude towards mobile advertising and his or her purchase intention. However, this relationship was found to be partially mediated by the attention that a consumer pays to the mobile advertisement, as well as his or her involvement in it. Keywords: mobile advertising; attitude; attention; involvement; purchase intention; e-finance; South Africa. Reference to this paper should be made as follows: Beneke, J. (2011) ‘Towards a conceptual model: a path analysis of fundamental relationships affecting mobile advertising effectiveness’, Int. J. Electronic Finance, Vol. 5, No. 1, pp.15–31. Biographical notes: Justin Beneke is a Lecturer in the Marketing Section of the School of Management Studies at the University of Cape Town (UCT). His fields of interest include retailing management, electronic marketing, customer relationship management and marketing in higher education. He holds a Master’s Degree in Business Science from UCT and is currently working on his PhD. The contributions of three postgraduate students need acknowledgement. Georgina Cumming, Amy Stevens and Mary Versfeld were all actively involved in this study from the outset. Without...
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...* f ELECTRONICASSIGNMENTCOVERSHEET | | Student Number | 1. 327985762. 327275613. 327985024. 328135045. 32810499 | Given name | 1.Shawn Cowan2.Zahidah Zain3.Sheikh Hussin Bin Mohamed Hairi4.Belly Ciuwinly Tjiu5. Handi Yosef Pranata | Unit Code | BUS273E | Unit name | Consumer Behaviour | Date | 07/03/2016 | Assessment name | Team Assignment (Case Study 2) | Tutor | Mr Ken Kieran Ho | Student’s Declaration:• Except where indicated, the work I am submitting in this assignment is my own work and has not been submitted for assessment in another unit.• This submission complies with Murdoch University's academic integrity commitments. I am aware that information about plagiarism and associated penalties can be found at http://www.murdoch.edu.au/teach/plagiarism/. If I have any doubts or queries about this, I am further aware that I can contact my Unit Coordinator prior to submitting the assignment.• I acknowledge that the assessor of this assignment may, for the purpose of assessing this assignment:o reproduce this assignment and provide a copy to another academic staff member; and/oro submit a copy of this assignment to a plagiarism-checking service. This web-based service may retain a copy of this work for the sole purpose of subsequent plagiarism checking, but has a legal agreement with the University that it will not share or reproduce it in any form.• I have retained a copy of this assignment.• I will retain a copy of the notification of receipt of this...
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...In the past, there is only one way marketing communication called Lavidge and Steiner Model (1961) models applied to plan and conduct company marketing strategies . Schultz & Schultz (2004) reported that, out-bound distribution of messages and incentives were two main factor relied by marketers to attract the customers. In this one-way communications, companies focus on developed messages , selected distribution forms and incentives and sent it through traditional ways such as broadcast , print media and television on mass or directed to targeted groups of people , which help marketers control easily and tightly manage about their products in a small area (Belch,Belch,Kerr and Powell, 2011) . On the other hand, the customer initiated marketing communication model by Duncan considers consumers as the most important role as the source or initiator of the message through their complaints, suggestions and requests to the organizations. After that, marketers could receive these messages and take actions to respond to the customers. By doing them, marketers would have more opportunities to improve the interaction with their customers in a more meaningful manner. In addition, the use of customer –initiated communications could help understand more about their customer behaviour and determine the environments influencing them. According to Webber (2007), Internet is referred as the most important large-scale way to create significant two-way communication with their customers...
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