...Green Depot: The Eco-Friendly Way Kaplan University In this report I will put into words my interpretations of the marketing mix of Green Depot. “The marketing mix is the set of controllable, tactical marketing tools that the firm blends to product the response it wants in the target market” (Armstrong & Kotler, 2010, p. 81). Marketing Mix Analysis Overview Green Depot is the eco-friendly version of Home Depot. Providing “environmentally friendly and sustainable building products, services and home solutions” (Green Depot, About us 2005). I would analyze the marketing mix of Green Depot as adequate. The company’s primary goal is incorporate “green living and building in communities so it is easy, affordable and gratifying” (Green depot, 2005). I choose only adequate because green living although in the future may be affordable currently it is in fact a bit expensive. This company was founded in 2005 by Sarah Beatty her purpose to make green services readily available and easily adopted into standard construction operations was successful. Green Depot has created a unique filter to gage whether or not the products are in fact “green”. This filter focuses on five categories air quality, local, social responsibility, energy conservation. By use of their “proprietary filter” Green Depot has been set apart from the greenwashing stigma “a form of corporate misrepresentation where the company will present a green public image and publicize green initiatives that...
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...The definition of Marketing 1 2.2 The introduction of consumer behavior 2 2.3 Culture 4 2.3.1 Aspects of culture 5 2.3.2 Myths and Rituals 6 2.3.3Sacred and Profane Consumption 9 2.3.4 Religion subcultures 11 3.0 Conclusion 12 4.0 References 13 1.0 Introduction With over 6.3 billion people, the world is a marketing oyster. The trouble or the task that most marketers face is identifying how to sell their product to those people. There are many ways to sell a product, but identifying the buying behavior of the target market and catering to those behaviors is integral in today's complex society (East, R., Wright. M, & Vanhuele, M, 2008). Culture is the patterns of behavior and thinking that people living in social groups learn, create, and share. The purpose of this report is to mainly introduce several important aspects of culture and then make some general comments on how culture has an impact on decision making of consumers. 2.0 Main body 2.1 The definition of Marketing Marketing consists of activities which lead to a situation where both the organization and the customer get what they want. It involves the creation, distribution, promotion and pricing of the organizations output. In other words it involves almost everything done within business. Marketing might sometimes be interpreted as the art of selling products, but selling is only a small fraction of marketing (Peter, J, & Olson, J (2010). Traditionally marketing has been taught using...
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...TABLE OF CONTENTS I. INTRODUCTION 1 II. HISTORY OF CRM MARKET 3 Major Vendors 5 Current Offerings 6 III. DEFINITIONS OF CRM 6 IV. DRIVERS FOR CRM APPLICATIONS 9 Reasons for Adopting CRM: The Business Drivers 9 Cost Goals 10 V. THE CRM INDUSTRY 11 Size of the CRM Industry 12 Vendors 13 Technology and Service 15 VI. INFORMATION TECHNOLOGIES FOR CRM 20 Key CRM Tasks 20 IT Factors of CRM Tasks 22 VII. CONSULTANTS 23 VIII. RETURN ON INVESTMENT OF IMPLEMENTATION 24 Cost and time 24 Benefits 25 ROI of CRM Projects 27 IX. PRINCIPLES OF CRM 27 X. CRM ISSUES 28 Customer Privacy 28 Technical Immaturity 30 XI. CASE STUDIES 31 Amazon.Com 31 Dell 32 Volkswagen 33 Wells Fargo 34 XII. CONCLUSIONS 36 REFERENCES 37 APPENDIX A BASIC ASSUMPTIONS OF CRM 40 APPENDIX B COMMON MYTHS OF CRM 41 APPENDIX C LIFETIME VALUE OF A CUSTOMER 44 C1. Simple Approach 45 C2. More Sophisticated Calculation 46 C3. Effect of Loyalty Programs 47 C4. Additional Factors to Consider 49 C5. The Arithmetic of Lifetime Value 49 C6. Example: Applying Lifetime Value Concepts in Banking 51 C7. Summary and Conclusions on Lifetime Value 53 APPENDIX D VENDOR’S WEB SITE ADDRESSES 55 2 Version 3-6 March 23, 2001 CUSTOMER RELATIONSHIP MANAGEMENT Paul Gray Jongbok Byun I. INTRODUCTION Over a century ago, in small-town America, before the advent of the supermarket, the mall, and the automobile, people went to their neighborhood general store to purchase goods. The proprietor and the...
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...The Global Consumer Since the Second World War the technological advancements in transportation and communication have brought about a revolution in people’s daily lives. While the origins of globalisation are often disputed, there is no denying that through the years our day to day activities increasingly link us to other people and activities throughout the rest of the world (Surman, 2009). There has been much debate on the effects of globalisation and what businesses and consumers facing them should do. This essay will outline and discuss elements of the paradigm shift of the last thirty years starting with the call for global standardisation and lowest cost orientation for the benefit of the consumer, as expressed by Levitt (1983) in his legendary article “The Globalisation of Markets”. We will then jump forward to the twenty-first century with global brands and glocalisation supported with the following articles: Holt et al (2004) “How Global Brands Compete”, Askegaard and Kjeldgaard’s (2006) “The Glocalisation of Youth Culture” and Surman’s (2009) “The Global Consumer”. Discourse around what companies operating on the global level should and shouldn’t do always ends up being centered on the consumer. What the consumer wants/needs, what they will buy and why they buy it, what implications does buying the product have for them. Levitt (1983) states that consumers are driven by the lowest price, though accounting for the importance of quality. Products are bought in the...
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...To maximize the value of global reach, companies must manage b oth. 68 HARVARD BUSINESS REVIEW by Douglas B. Holt, John A. Quelch, and Earl LTaylor I More than two decades ago, Harvard Business School professor Theodore Levitt provocatively declared in a 1983 HBR article, "The Globalization of Markets" that a global market for uniform products and services had emerged. He argued that corporations should exploit the "economics of simplicity" and grow by selling standardized products all over the world. Although Levitt did not explicitly discuss branding, managers interpreted his ideas to mean that transnational companies should standardize products, packaging, and communication to achieve a leastcommon denominator positioning that would be effective across cultures. From that commonsense standpoint, global branding was only about saving costs and ensuring consistent customer communication. The idea proved popular in the 1980s, when several countries opened up to foreign competition and American and Japanese corporations tried to penetrate those markets with global brands and marketing programs. T'S TIME TO RETHINK GLOBAL BRANDING. While the world economy continued to integrate, experiments with global branding soon slowed. Consumers SEPTEMBER 2004 in most countries had trouble relating to the generic products and communications that resulted from companies' least-common-denominator thinking. Executives therefore rushed to fashion hybrid strategies...
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...obligations.To maximize the value of global reach, companies must manage both. 68 HARVARD BUSINESS REVIEW by Douglas B. Holt, John A. Quelch, and Earl LTaylor I More than two decades ago, Harvard Business School professor Theodore Levitt provocatively declared in a 1983 HBR article, "The Globalization of Markets" that a global market for uniform products and services had emerged. He argued that corporations should exploit the "economics of simplicity" and grow by selling standardized products all over the world. Although Levitt did not explicitly discuss branding, managers interpreted his ideas to mean that transnational companies should standardize products, packaging, and communication to achieve a leastcommon denominator positioning that would be effective across cultures. From that commonsense standpoint, global branding was only about saving costs and ensuring consistent customer communication. The idea proved popular in the 1980s, when several countries opened up to foreign competition and American and Japanese corporations tried to penetrate those markets with global brands and marketing programs. T'S TIME TO RETHINK GLOBAL BRANDING. While the world economy continued to integrate, experiments with global branding soon slowed. Consumers SEPTEMBER 2004 in most countries had trouble relating to the generic products and communications that resulted from companies' least-common-denominator thinking. Executives therefore rushed to fashion hybrid strategies...
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...obligations.To maximize the value of global reach, companies must manage both. 68 HARVARD BUSINESS REVIEW by Douglas B. Holt, John A. Quelch, and Earl LTaylor I More than two decades ago, Harvard Business School professor Theodore Levitt provocatively declared in a 1983 HBR article, "The Globalization of Markets" that a global market for uniform products and services had emerged. He argued that corporations should exploit the "economics of simplicity" and grow by selling standardized products all over the world. Although Levitt did not explicitly discuss branding, managers interpreted his ideas to mean that transnational companies should standardize products, packaging, and communication to achieve a leastcommon denominator positioning tbat would be effective across cultures. From that commonsense standpoint, global branding was only about saving costs and ensuring consistent customer communication. The idea proved popular in the 1980s, wben several countries opened up to foreign competition and American and Japanese corporations tried to penetrate those markets with global brands and marketing programs. T'S TIME TO RETHINK GLOBAL BRANDING. While tbe world economy continued to integrate, experiments with global branding soon slowed. Consumers SEPTEMBER 2004 in most countries bad trouble relating to the generic products and communications tbat resulted from companies' least-common-denominator thinking. Executives therefore rushed to fashion hybrid strategies...
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...COMPANY REPORT SOMMERVILLE & ASSOCIATES, P.C A common myth about nonprofit industry is that nonprofit is similar to “charitable.” This summer, I am interning with an accounting firm focused on the nonprofit industry so I had an opportunity to break the myth about the industry and see a new career direction. The company I am interning with this summer is Sommerville & Associates, P.C in Arlington, Texas. The company assists individuals and nonprofits with their tax and compliance relative needs. I. Company background: Sommervile & Associates, P.C was incorporated in 2002 under the name Ratliff & Sommerville, P.C. The firms split in 2009 into Sommerville & Associates, P.C doing tax practice and Ratliff & Associates, P.C doing financial statement practice. The firm’s operating philosophy is that highly trained professionals work directly with clients to bring immediate impact to the issues. The firm endeavors specifically to train staff to be knowledgeable in areas of our practice involving our nonprofit clientele. It is with intentional thought and intent that the firm has specifically chosen to focus our practice in this particular area in order to provide the highest level of service to the clients. The tax team prepares Forms 990 which is one of an organization’s most powerful public relations tools. Therefore, it must be prepared in a manner that has a positive impact on all other readers and users of the Form 990. Additionally, the Form 990...
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...Viral Marketing By Chad Thevenot, Katherine Watier, and Team Member #3 Georgetown University, Communications, Culture & Technology Program May 2001 Word-of-mouth publicity is a centuries-old marketing technique. Once customers had a good experience with a product, they would tell their friends, who would often buy and use that product and then tell other friends – dispersing information and recommendations about the product via a social network. Mary Kay Cosmetics and Amway, brands that relied on social networks to inform potential customers about their products, used this technique with great success to build highly recognizable brands. Technology makes the spread of product knowledge from one person to another faster and more efficient. Today, digital media like the Internet are the new word of mouth networks, which act as easy, additional resources for people to spread the word. "The Net amplifies the power and accelerates the speed of feedback from users to potential adopters." "People have always relied on word-of-mouth to spread the news about products and services. The Internet just speeds things along," says Charlene Li, an analyst with Forrester Research. Word-of-mouth techniques are vital to marketing on the Internet. Consumers say the primary source of credibility that makes them visit a Web site is word-of-mouth referrals, usually an e-mail from a friend, according to the Internet research firm Jupiter Research. Tim Draper, one of the founding investors for the...
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...Management in the Service Economy (BU 7734) Cohort 11 Assessment This assessment is in THREE PARTS and consists of: 1) Activity 1: Service Encounter Diary (1,000 words) Worth 25% of overall module grade. Submission is online ONLY via Turnitin by 12.00pm Friday 29th May 2015. 2) Activity 2: Strategic Service Marketing in context (1,000 words) Worth 25% of overall module grade. Submission is online ONLY via Turnitin by 12.00pm Friday 26th June 2015. 3) Activity 3: Application of Service Marketing principles (2,000 words) Worth 50% of overall module grade. Submission is online ONLY via Turnitin by 12.00pm Friday 17th July 2015. APA Referencing must be adhered to in ALL University academic work. All University of Chester Business School assessments are now subject to scanning via Turnitin which is software designed to detect possible plagiarism. If you do not correctly reference somebody else’s work, you may be accused of plagiarism. If in any doubt, please attend class when guidance will be given and consult the University regulations on Turnitin and the use of APA Referencing. Do not cite websites such as Wikipedia or tutor.com as these are not acceptable academic sources and will result in marks being deducted. Assignment Explanation Activity 1: - Service Encounter Diary...
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...Design/methodology/approach – Marketing and consumer behaviour studies often apply narrative analysis to understand consumption. The consumer is a source of introspective narratives that are studied by scholars. However, consumption has a narrative nature in itself and consumers are also storytellers. YouTube is a new context in which subjects tell stories to an audience through self-made videos and re-edited TV programs. After defining the pros and cons of different approaches to the study of YouTube, narrative analysis is presented as a possible means of understanding YouTube. Findings – Some preliminary evidence is presented by discussing several YouTube videos. These indicate that YouTube content can be better understood as stories, rather than example of other approaches, such as visual analysis, media studies, videography, and others. Research limitations/implications – From the analysis conducted, preliminary managerial implications can be drawn. It seems unlikely that normal TV broadcasters will be substituted by YouTube videos. For the most part, YouTube content draws its sense and shared meaning from the major TV shows and series. The discursive nature of YouTube is also an indication of how to deal with this new medium as a company or researcher. Originality/value – The paper is an attempt to open up new applications of interpretive market research in the form of narrative analysis. It explores a new context that is gaining relevance in both the marketing literature and...
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...international markets will provide more opportunities to grow. Exporting beer continues to boost year after year. In 2006 the increase was over 18% compared to 2005. The United States exported approximately 34.4 million hectoliters of beer in 2006 compared to 29.9 million hectoliters in 2005. Heineken expands constantly and recently has purchased Hartin, 4th largest brewer in China, and invested $33M in convertible bond of Tsing Tao Brewery. Heineken’s partnership with Budweiser in Italy allowed Budweiser to brew, market, and distribute “Heineken” and make use of Budweiser’s distribution network in Europe. Heineken has been the most successful beer company in Europe and the rest of the world due mostly to the quality of their product, their marketing/advertising and their sponsorship ability. They sponsor annually the biggest sporting event, which is the Champion’s League (a soccer tournament) in Europe. With games shown across the world every two weeks, Heineken has been their main sponsor for numerous years. The frequency and reach they achieve through the tournament is to die for and marketer’s dream since the tournament is played for nine months out of the year. Language and...
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...A Research paper On Rural marketing: A New Way to Tap The Rural Consumers In Present Scenario Name of Authors:- *Mr. Rajesh Rathore Research Scholar , Maharaja College of Management, Udaipur, Rajasthan Corresponding Address:- Maharaja College of Management Maharaja Educational Campus, N.H.76, Airport Road, Debari, Udaipur (Rajasthan) – 313024 E-mail:- rajesh_rathore@rediffmail.com Mobile No:- 07597868902 Rural marketing: A New Way to Tap The Rural Consumers In Present Scenario Abstract *Mr. Rajesh Rathore Indian rural market consists of more than 740 million consumers and has wide potential for expansion. According to Census 2001, 73% of Indian population is living in rural areas. Though over the last three decades there has been a marginal reduction in the rural population expressed as a percentage of total population, there has been a steady growth in rural population in terms of absolute numbers and it has reached 74 crores. After the 1991 economic reforms there have been many changes in the socio, economic, political and cultural outlook of India. The rural India is providing a large consumer base to the marketers to market their products. This paper highlights the challenges of marketing communication for rural Indian consumers. Over the past few years rural India has witnessed an increase in the...
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...Chapter 2 E-Marketplaces: Structure, Mechanisms, Economics, and Impacts Learning Objectives Upon completion of this chapter, you will be able to: 1. Define e-marketplaces and list their components. 2. List the major types of electronic markets and describe their features. 3. Describe the types of intermediaries in EC and their roles. 4. Describe electronic catalogs, shopping carts, and search engines. 5. Describe the various types of auctions and list their characteristics. 6. Discuss the benefits, limitations, and impacts of auctions. 7. Describe bartering and negotiating online. 8. Define m-commerce and explain its role as a market mechanism. 9. Discuss liquidity, quality, and success factors in e-marketplaces. 10. Describe the economic impact of EC. 11. Discuss competition in the digital economy. 12. Describe the impact of e-marketplaces on organizations. Content How Raffles Hotel Is Conducting E-Commerce 0. 2.1 Electronic Marketplaces 0. 2.2 Types of Electronic Markets: From Storefronts to Portals 0. 2.3 Intermediation and Syndication in E-Commerce 0. 2.4 Electronic Catalogs and Other Market Mechanisms 0. 2.5 Auctions as an EC Market Mechanism 0. 2.6 Bartering and Negotiating Online 0. 2.7 E-Commerce in the Wireless Environment: M-Commerce 0. 2.8 Issues in E-Markets: Liquidity, Quality, and Success Factors 0. 2.9 Economics of E-Marketplaces 0. 2.10 Competition in the Digital Economy 0. 2.11 Impacts of E-Markets on Business...
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...[pic] RESEARCH PAPER INNOVATION IS THE PATH OF SUCCESS SUBMITTED TO: Prof. Ramasastry SUBMITTED BY: AMRITPAL SINGH ROLL NO: 01 SECTION: 1 - D BATCH: 2009-11 |“INNOVATION IS THE PATH OF | |SUCCESS” | | | |[pic] | To understand innovation, you first have to see the differences between an invention and an innovation. An invention is a new idea that is often turned into a tangible outcome, such as a product or a system. An innovation is the conversion of a new idea into revenues and profits. An idea that looks great in the lab and fails in the market is not an innovation; it is, at best, a curiosity. As Jeff Immelt once put it, “Innovation without a customer is nonsense; it’s not even innovation.” Invention is needed for innovation to take place. But invention is not innovation. In many companies, inventions that result in patents are considered innovations. These companies are often touted as “innovative.” In fact there...
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