...plagiarism in ITB. Karl Canning B00106861 Aaron Ball B00101168 Luke Heeney B00107437 Table of contents Assignment decoration form page 1 Table of contents page 2 Introduction page 3 Main body What is Nike page 3 Marketing Breakdown Page 3 Advertisement page 3 Sponsorships of athletes Cristiano Ronaldo Kobe Bryant Tiger woods Sponsorships of teams Barcelona Paris saint Germain...
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...1 Celebrity Endorsement Over 30 years ago Nike signed a huge endorsement contract with Michael Jordan. A deal that is still going on and turned into a lifetime contract. As of now Jordan is gaining more than 60mio US$ every year out of this collaboration (Totalsportek, 2015). This example proves just how much money is spent on celebrity endorsement every year. This also seems to be valid since celebrity endorsement is very valuable as it has the power to make marketing messages stick out more in today’s cluttered marketing environment (Meenaghan, 2001). Within this context athlete endorsement is amongst the most popular forms of celebrity endorsement (Bush, Martin and Bush, 2004). Celebrity endorsement can be divided into three distinct forms: explicit endorsement, where the endorser clearly recommends a product, implicit endorsement where he just mentions that he uses the product, and lastly he can co-present a product, through showing himself with the product (McCracken, 1989). Overall, celebrity endorsement has the ability to significantly influence the view on the endorsed brand, since in a consumer’s mind a high quality endorser is generally seen as a sign for superior product quality, leading to a better evaluation of the brand (Till, 2001). Additionally, well selected celebrity endorsement generally has a positive financial influence for the brand. Several researchers identified a positive impact of endorsement announcements on the stock market price of the respective...
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...Nike MKTG305-1301B-01 Marketing Management Project Type: Unit 4 Individual Project April 28, 2013 Abstract This paper will discuss the importance of branding. It will also focus on the history of Nike and how this company has been successful in their marketing efforts and their chosen celebrity endorsers. Introduction A product’s brand name has become an extremely important factor. It is the deciding factor in consumers’ final decision of whether or not to purchase a product or service. The brand in today’s market Prior to Nike, there were two visionary men, Bill Bowerman and Phil Knight, who pioneered a revolution in athletic footwear that redefined the industry ("Nike, Inc.:History," ). After years of their ideas being ignored, they established a partnership and convinced Japan to allow them to become U.S. distributors of Japan’s Tiger shoe which in turn opened the door to allow Bowerman to make changes to the Tiger shoe to make it a light weight and better. This led to the establishment of Nike. By 1971, there was a third individual, Jeff Johnson, the first full time employee, who created the marketing materials for Nike. Brand is clearly defined as a promise to the consumer which tells them what to expect from the products and services being offered and how it differentiates from competitors it is the basis for sales and incorporating a committed customer base. The American Marketing Association (AMA) defines brand as one of the following: * Name ...
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...encountered in the wild. The World Health Organization estimates that approximately 20,000 people die per year due to snakebite, but malaria - delivered by mosquitoes -kills more than fifty times that number of people annually. Add other mosquito-borne illnesses to the threat and suddenly humans appear to be losing the battle. (World Health Organization 2006) But with the mosquito coils, mosquito bites are now less problem in our sleep time during at night, it contributes also to the prevention campaign of diseases carried by mosquitoes. In the Philippines there are different manufacturers of quality mosquito coils, and one of them is the Greencoil Industries Inc., only Greencoil’s Lion-Tiger brand and its related brands remain in the market to compete with SC Johnson’s imported Baygon brand. The Lion-Tiger brand has been in the market since 1952. For more than 50 years of operation Greencoil continued manufactures quality mosquito coils, with a vision “to make this world a much better to...
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...Ingroups, Outgroups, and Their Affect on Behaviors We as humans tend to relate to those that are similar to us, and tend to alienate those that we deem as different than us. Whether it is by race, gender, culture, or religion, it is something that is almost always present in human interactions, and often times can be completely subconscious. In our textbook Interpersonal Communication by Kory Floyd, an ingroup is defined as “A group of people with whom one identifies.” An outgroup is conversely defined as “A group of people whom one does not identify.” Henri Tajfel first coined this terminology while he was working to devise his social identity theory. These ideas of classifying people into ingroups and outgroups can lead to many different social behaviors in society. Three major phenomena that are most commonly linked with ingroups and outgroups are, ingroup bias, social influence, and group homogeneity. Better understanding of these four ideas, and how they work with and against each other will allow for a clearer appreciation of why many different interpersonal interactions take place in the manner that they do. Henri Tajfel pioneered these concepts in 1970 when he was investigating his concept of social identity theory. In his study, titled Experiments in Intergroup Discrimination, the aim of his experiments was to, “Demonstrate that merely putting people into groups (categorization) is sufficient for people to discriminate in favor of their own group and against members...
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...D e v e l o p m e n t a l A n d T h e P r o g r e s s i v e P s y c h o l o g y H u m a n D e c l i n e ! Human development is pretty straightforward; people grow for a while, then die. Whats interesting though, is what happens within an individual as they grow, and begin to die. Just how kids are restrained, and kept from the world they desire. Research on this subject is typically broken up into nine sequential stages of ‘life,’ beginning with pre-natal development, and moving through infancy, the toddler state, early childhood, childhood, adolescence, early adulthood, middle age, and finally moving though observations in old age to gain a holistic scope of the human experience. Instead of approaching each topic in blind succession, this paper will demonstrate human development in a streaming, dynamic, more lifelike manner. ! Super-analytical research type folk start picking apart and studying, like lab-rats, human beings before they are even born. These pre-natal findings are compared along side average results to let the parenting humans know if their child to be will be ‘disabled’, ‘challenged’, a ‘failure to thrive’, or just ‘normal.’ Is it a good thing that we can look a wee bit into the future? Ever seen the movie GATTICA? If you have seen the movie, you’ll probably have a slight headache and swear never to watch it again, but you may also understand that a perverted future of scientifically/sociologically altered humans is to come. Not so much superhumans that can...
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...among masses. Likewise, these video games were made, themed and styled to satisfy needs of all age groups specifically youth. Secondly, graphics play an important part in expanding the fame and demand of video games. EA showed a tremendous growth in the global market by meeting the needs of customers and by marketed the items properly, exactly according to the increasing budgets, sale promotions and advertisement levels. The growth of the company is evidenced that from the increased employee requirement and industry size. No matter, up to what extend the company has grown, in the competitive market there are always some opportunities, and threats that based on the company’s strengths and weaknesses (Allen, Blakeman, & DeMaiolo, 2011). This paper serves to provide the SWOT analysis of EA sports video games in order to evaluate that where EA...
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...Introduction Paper has become a major product which is used widely in the modern society. Not only used obviouslyby the publishing industry, paper is also involved in specific product manufacturing like tissue, cardboard, etc. Pulp wood plays a significant role as a fundamental raw material. Back in the last decade, Indonesia as the largest pulp and paper producer in South-East Asia ran this industry based on its 141.4 million hectares tropical rainforest covering. However, serious deforestation has occurred due to the over-development of the paper and pulp industry. More and more rare species of animals and plants are becoming extinct, not to mention global warming, water loss and soil erosion. This report will discuss the said deforestation and its effects on Indonesian environment and its community, and also focus on analyzing the role of various sectors, namely thepaper and pulp product buyers, environmental non-government organizations and the Indonesian government,within the paper and pulp industry. Asia Paper & Pulp Group(APP) and Asia Pacific Resources International Limited (APRIL) are used as examples of the paper and pulp manufacturers. The report will be concluded by providing recommendations regarding the issue. Indonesia overview Indonesia maintains the highest rate of illegal logging among other countries, up to 60% of timber production. Corruption has been a prevalent issue in Indonesia, and was even worse after the end of the Suharto government...
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...aspect of their racial identities: Booker T. Washington, Tina Turner, and Greg Louganis are three examples. This phenomenon isn't entirely pernicious; it is at least partly rooted in our concern that growing up with a fractured identity is hard on kids. The psychologist J.D. Teicher summarized this view in a 1968 paper: "Although the burden of the Negro child is recognized as a heavy one, that of the Negro-White child is seen to be even heavier." But new research says this old, problematized view of multiracial identity is outdated. In fact, a new paper in the Journal of Social Issues shows that multiracial adolescents who identify proudly as multiracial fare as well as — and, in many cases, better than — kids who identify with a single group, even if that group is considered high-status (like, say, Asians or whites). This finding was surprising because psychologists have argued for years that mixed-race kids will be better adjusted if they pick a single race as their own. The population of multiracial kids in the U.S. has soared from approximately 500,000 in 1970 to more than 6.8 million in 2000, according to Census data quoted in this pdf. In the early years, research on these kids highlighted their difficulties: the disapproval they faced from neighbors and members of their extended families; the sense that they weren't "full" members in any racial community; the insecurity and self-loathing that often resulted from feeling marginalized on all sides. That simple but harsh...
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...EXECUTIVE SUMMARY NIKE INC. In an effort to become one of the world’s leading designers, marketers, and distributors of athletic footwear, apparel, equipment, and accessories, Nike Inc. started with two visionary men who transformed themselves into one of the top selling brands in the athletic shoe industry. Through taking chances and understanding customers needs, Nike Inc. has established a large market position and strong brand equity. Nike Inc. understood early in its history that aligning its products with top athletes like Tiger Woods, Lance Armstrong and Michael Jordan, would propel the Nike brand to the very top. Nike also fostered endorsements with both individuals and associations like the NFL. Nike also takes into consideration the impact of giving back, having a positive Corporate Social Responsibility and being environmentally conscious. At the same time Nike experienced setbacks due to their dependence on third party manufacturers and having limited control. Nike Better World CSR Campaign targets smaller waste output (carbon footprint) and paying closer attention to the way their products are being manufactured (labor force) helping Nike to get back in good standing with consumers. Because, the market for sporting goods is intensely competitive, it is important for Nike to realize that it is not just the young “hip” generation that is going to keep them on top. The older “Baby Boomers” can help them to succeed too; this generation is known for...
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...Nike Fortune 500 Company Analysis Park University MG495 Abstract This paper will discuss the successful, multi-national, athletic, and Fortune 500 company, Nike. Nike is one of the most recognized companies today and has created products and an image that companies all around the world dream to achieve. Through a straight forward mission statement that encompasses their vision, Nike is able to show how devoted they are to satisfying their customers' needs and going beyond that to ensure their customers only receive quality products and services. Nike’s extensive history, dating back to the 1950’s only adds to its impressive reputation in the athletics industry. It’s properly researched, developed and managed marketing strategy has given Nike the advantage over its competitors and has helped to ensure the company will lasts for years to come. The company was founded on the premise that it wanted to be the industry leader and develop products to help athletes perform at the highest standards. From the very begging Nike has done everything to achieve and maintain that balance and it still is the industry leader today. Nike History Bill Bowerman was a track coach for Oregon in the 1950’s. He was always seeking new ways to get a competitive advantage amongst his competitors. He tried everything from experimenting with running surface compounds, hydration, nutrition, and just about anything else you could think of to gain an advantage. He tried pitching it to all of the...
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...Running Head: THE GILLETTE COMPANY The Gillette Company: An assessment of past performance and future outlook for the brand Yinka Daramola National University, CA November, 2014 Abstract 3 Organizational Overview 4 Case Breakdown 5 Challenges 7 Market Impact 10 Projected Outcome 11 Question 1: 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’s next? 12 Question 2: Some of Gillette’s spokespeople such as Tiger Woods have run into controversy after becoming endorsers for the brand. Does this hurt Gillette’s brand equity or marketing message? Explain. 13 Question 3: Can Gillette ever become as successful at marketing to women? Why or why not? 14 Summary 16 References 18 Abstract This paper seeks to analyze the super-brand Gillette. It discusses its history, strategic growth techniques, and current global success metrics. The methods used to gain and maintain market share are scrutinized, along with the impact of its current alliance with the Procter & Gamble Company on its growth. The current product life cycle stage is identified, and suggestions are made regarding approaches to maintain and grow its global market share. The Gillette Company: An assessment of past performance and future outlook for the brand Organizational Overview Founded in 1903 by King C. Gillette and Will Nickerson as an innovative approach to improving men’s...
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...Callaway Golf Clubs Term Paper Assignment Webster University Marketing 5000-02 Fall I 2010 Rashad A. Myers Executive Summary Callaway is a premium golf equipment company which focuses on increasing the overall experience of playing the game for those that use its products. The company will increase market share and profits by focusing on specific target markets over the next 12 months. Environmental Analysis Socio-Culturally, Callaway is affected by the fact that the majority of its customers are Caucasian and male. Further, this demographic is largely made up of male baby boomers, and this segment is aging rapidly, with many giving up the game due to health reasons. Also, children are not taking up the game with the numbers that they used to. Instead, they opt for video games and other sports. Politically, Callaway is not affected by legislation. Callaway is certainly impacted by what is going on economically. Golf is a relatively expensive sport to play with any regularity, when you take into consideration the equipment costs and green fees. One of the first activities that are limited is recreational spending in a down economy. The company will suffer if people’s discretionary spending is limited for extended periods of time. Callaway is affected by Legal and Regulatory forces because its governing body, the United States Golf Association (USGA) can make changes to equipment any time it wants to. Callaway incorporates technology heavily in their...
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...Hui-Fen Hsu The Heroic Pattern in Life of Pi 95 The Heroic Pattern in Life of Pi Hui-Fen Hsu Applied English Department National Taichung University of Science and Technology Lecturer Abstract This paper examines the universal structure of a mythological hero’s adventure in Life of Pi. The theory is based on Joseph Campbell’s The Hero with a Thousand Faces, which illustrated and distilled heroic patterns from various cultures. The hero’s journey has three stages: separation, initiation, and return. Answering a call to adventure, the hero departs from his familiar world and ventures into a region of supernatural wonder. Miraculous forces are encountered there and a decisive victory is won. He then returns from this mysterious land, bringing an elixir to bene¿t his fellow men. Through this journey of trials, the hero transforms his former self and achieves spiritual growth. Such heroes range from monster slayers to spiritual leaders such as the Buddha and Christ. Life of Pi is a fantasy adventure novel about an Indian boy who survives a shipwreck by drifting on a lifeboat with a tiger. His adventure ¿ts Joseph Campbell’s hero archetype. Similar to the mythological hero, Pi departs from his familiar land of India, answering the call for adventure to a new country. Protected by the supernatural powers of Hinduism, Catholicism, and Islam, he penetrates the dangerous and mysterious realm of the Pacific Ocean. After experiencing harsh ordeals, he returns...
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...CONSERVATION OF LEOPARDS IN AYUBIA NATIONAL PARK, PAKISTAN By Asad Lodhi M.Sc (Chemistry), University of Peshawar, Pakistan, 1991 M.Sc (Forestry), Pakistan Forest Institute, Peshawar, Pakistan, 1994 Professional Paper presented in partial fulfillment of the requirements for the degree of Master of Science in Wildlife Biology The University of Montana Missoula, MT Spring 2007 Approved by: Dr. David A. Strobel, Dean Graduate School Dr. Daniel Pletscher Director Wildlife Biology Program Dr. Kerry Foresman Division of Biological Sciences Dr. Mark Hebblewhite Wildlife Biology Program Lodhi, Asad M.S. May 2007 Wildlife Biology Conservation of leopard in Ayubia National Park, Pakistan Director: Dr. Daniel H. Pletscher Large carnivores are important for biodiversity and ecosystem function, yet are very difficult to conserve because of their large home ranges and conflicts with humans. I examined human-leopard conflicts in and near Ayubia National Park, Pakistan, to provide management recommendations for the conservation of leopards. Persecution of leopards by humans has been on the rise primarily due to depredation on livestock and risk to human lives. Since 1989, 16 humans have either been killed or injured in and around Ayubia National Park while leopards faced 44 human-caused mortalities during the same period. I examined the management strategy adopted by NWFP Wildlife Department for leopard conservation, identify gaps, and suggest possible management...
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