EMBA MARKETING MANAGEMENT Prepared by Mrs O Gwate-Hall 2012 EMBA MARKETING MANAGEMENT MODULE 1. THE MARKETING CONCEPT Business philosophy has experienced three major shifts during the history of commerce in the United States. It has moved from a production orientation to a sales orientation to the current consumer orientation. Each of these philosophies
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c MARKETING 7E People real Choices This page intentionally left blank MARKETING 7E People real Choices Michael R. SAINT JOSEPH S SOLOMON ’ U OLLINS NIVERSITY Greg W. MARSHALL R C STUART OLLEGE Elnora W. THE UNIVERSITY OF SOUTH CAROLINA UPSTATE Prentice Hall Boston Columbus Indianapolis New York San Francisco Upper Saddle River Amsterdam Cape Town Dubai London Madrid Milan Munich Paris Montreal Toronto Delhi Mexico City Sao Paulo Sydney Hong Kong
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Marketing DeMystified A Self-Teaching Guide Donna Anselmo New York Chicago San Francisco Lisbon London Madrid Mexico City Milan New Delhi San Juan Seoul Singapore Sydney Toronto Copyright © 2010 by The McGraw-Hill Companies, Inc. All rights reserved. Except as permitted under the United States Copyright Act of 1976, no part of this publication may be reproduced or distributed in any form or by any means, or stored in a database or retrieval system, without the prior written permission
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P1 – Describe the type of business, purpose and ownership of two contrasting businesses The first Business I have chosen is British Airways, because of my interest in travelling. Also, I thought it’d be a very interesting and different company to choose and base my research on. British Airways, often shortened to BA, is the flag carrier airline of the United Kingdom and it is the largest airline in the United Kingdom based on fleet size. When measured by passengers carried, it is second-largest
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manufacturer provides a computer loaded with software and provides a warranty, technical support, and software updates). It is not necessary for a firm to physically handle a product to add value—e.g., online airline reservation systems add value by (1) compiling information about available
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[pic] |[pic] |[pic] |[pic] |[pic] |[pic] | INTRODUCTION TO MARKETING [pic] [pic] | | |[pic] | |[pic] | |[pic] | |[pic] | |[pic] | |[pic]
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MASARYKOVA UNIVERZITA Ekonomicko-správní fakulta Studijní obor: Podnikové hospodářství Kombinované studium [pic] PROPOSAL OF A MARKETING STRATEGY Návrh marketingové strategie Diploma thesis /Diplomová práce Vedoucí diplomové práce/Supervisor: Autor/Author: Ing. Klára KAŠPAROVÁ Mgr. Jana LUDÍKOVÁ Brno, červen 2008 Brno, June 2008 |Jméno a příjmení autora: |Jana Ludíková |
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ESSENTIALS OF MARKETING THIRD EDITION JIM BLYTHE Essentials of Marketing ii Marketing Planning: principles in practice We work with leading authors to develop the strongest educational materials in marketing, bringing cutting-edge thinking and best learning practice to a global market. Under a range of well-known imprints, including Financial Times Prentice Hall, we craft high quality print and electronic publications which help readers to understand and apply their content, whether studying
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APPENDIX: Kellogg Consulting Club Practice Cases While most cases require multiple analytical techniques, the category indicates where the candidate will likely spend most of the time. SECTION I: Sample Case Interviews 1. 2. New Drug Launch Prozac SECTION II: Profitability/Operations 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. Shamrock Chemical Chilled Beverages Distilled Spirits Commodity Manufacturer Snack Food Conglomerate ROIC Increase Agricultural Equipment Manufacturing Paint Manufacturer
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Developing Market Strategies and the Offerings Part –I Positioning and Differentiation: Concept, Positioning according to Ries and Trout, Various Tools of Differentiation; Product Decisions and Strategies; Product Mix; Product Life Cycle; Brand Positioning; Brand Identity; Equity and Packaging. Developing Market Strategies and the Offerings - Part II: Introduction to Service Marketing; Differentiating Services; Product and Service Price; Response to Change in Price; Pricing Strategies. Delivering
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