“Experience the Difference” In the last years I was fascinated by the rapid success of international companies such as Apple, Starbucks, Facebook and I was trying to find answers for these business phenomena. I started to ask myself: why are people in developed countries suddenly buying overpriced coffee from Starbucks Coffee Shops? Why is a company like Apple experiencing a business comeback after many years of mediocre performance in the personal computer business? Why are people thrilled to
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UNDERGRADUATE CURRICULA AND FACULTY 2007 – 2011 Proposed 2009 – 2013 2 Requirements for the BBA degree: Foundation Courses 40-41 Credits Core Courses 45 Credits Departmental Requirement 24 Credits Minor 15 Credits Total variable requirement for Graduation 124-125 Credits Foundation Courses Communication Skills ENG 101 ENG 102 ENG 105* ENG 106 ENG 202 Listening and Speaking Skills English Reading Skills Business English Advanced English Skills Introduction to
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INTRODUCTION TO MARKETING Background Marketing. Several definitions have been proposed for the term marketing. Each tends to emphasize different issues. Memorizing a definition is unlikely to be useful; ultimately, it makes more sense to thinking of ways to benefit from creating customer value in the most effective way, subject to ethical and other constraints that one may have. The 2006 and 2007 definitions offered by the American Marketing Association are relatively similar, with the 2007 appearing
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KEY TERMS CHAPTER 1 Customer Equity-is the combined discounted customer lifetime values of all the company’s current and potential customers. Customer Lifetime Value-companies are realizing that losing a customer means losing more than a single sale. It means losing the entire stream of purchases that the customer would make over a lifetime of patronage. Customer Perceived Value-the customer’s evaluation of the difference between all the benefits and all the costs of a market offering relative
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The current issue and full text archive of this journal is available at www.emeraldinsight.com/1756-669X.htm A standardised approach to the world? IKEA in China Ulf Johansson Department of Business Administration, Lund University, Lund, Sweden, and Standardised approach to the world 199 ˚ Asa Thelander Department of Communication Studies, Lund University, Helsingborg, Sweden Abstract Purpose – The purpose of this paper is to analyse the marketing strategy in China of the furnishing
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Brand mergers: examining consumers’ responses to name and logo design ´ Joana Cesar Machado Catholic University of Portugal, Porto, Portugal Leonor Vacas-de-Carvalho ´ ´ Evora University, Evora, Portugal ´ Patrıcio Costa School of Health Sciences, Minho University, Braga, Portugal, and Paulo Lencastre Catholic University of Portugal, Porto, Portugal Abstract Purpose – In the context of a merger, the management of corporate identity – in particular of corporate names and logos – assumes
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toward new pradigim Towards A New Paradigm for Economics Asad Zaman Director General International Institute of Islamic Economics International Islamic University Islamabad, Pakistan Abstract. Current economic theory is mainly concerned with the factors which affect the wealth of nations. Issues of income distribution and elimination of poverty and deprivation is secondary. The present paper invites discussion on a new paradigm: hunger and homelessness to make the subject of economics
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HBR MARCH±APRIL 1990 The Competitive Advantage of Nations Michael E. Porter National prosperity is created, not inherited. It does not grow out of a country's natural endowments, its labor pool, its interest rates, or its currency's value, as classical economics insists. A nation's competitiveness depends on the capacity of its industry to innovate and upgrade. Companies gain advantage against the world's best competitors because of pressure and challenge. They benefit from having strong domestic
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paying customers. To get customers, you need marketing. As your own marketing director, you have to make decisions about: 3. PRICING Every product or service has a price. In order to set a price, you need to consider: Distribution ■ Advertising ■ PR ■ Selling Your pricing strategy (Cost plus, Market minus, Penetration, Skimming, etc.) Customer service levels ■ How much are your customers motivated/influenced by price? Pricing ■ ■ The product or service
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