Summary of Marketing Week 1: Chapter 1+8 and 4 Week 2: Chapter 5 and 6 Week 3: Chapter 9 and 10 Week 4: Chapter 3 Week 5: Chapter 11+12, 13 and 14 Week 6: Chapter 15 and 16+18 Week 7: Chapter 19 and 20 Chapter 1 - Marketing now Chapter 3 - Strategic marketing Chapter 4 - The market environment Chapter 5 - Consumer markets Chapter 9. Segmentation and positioning. Chapter 10. Competitive strategy. Chapter 15. Integrated marketing communications strategy. Chapter 19 - Managing market
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Customer Relationships - Defining a Market-Oriented Mission o Mission Statement (Statement of the organization’s purpose) ▪ Should be market-oriented ▪ Defined in terms of customer needs ▪ Should not be too narrow/broad ▪ Should be realistic ▪ Should be specific ▪ Should fit market environment ▪ Should base on distinctive competencies
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Case Analysis for Reed Supermarkets 1. Situation Analysis 1) Strengths： High differentiation High quality (the Top 2 on the quality index ) Emphasis on organic food and wide range of products Attractive stores Long hours Elegant serving-case displays Attentive customer service Leader in the regional market: 25 stores in operation and highest market share in Columbus The supermarket is a location based business and the location of the stores are good (in the areas with
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Bland Marketing Leads to Sleepy Sales Do you want to increase your company's revenue? Do you have the guts for it? If so, then marketing consultant Jon Spoelstra's new book, Marketing Outrageously, has arrived to add drive to your game plan. A former president of the New Jersey Nets (who increased the team's revenue by nearly 500 percent), and author of such marketing guidebooks as Ice to the Eskimos and Success Is Just One Wish Away, Spoelstra offers an amazing array of examples, suggestions,
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Executive Summary: Aldi is the consumers dream grocery store. Compared to the larger grocery stores Adli has the most affordable products. Aldi carries the most frequently purchased and most necessary products all under our own private brand names. Because we get our products from our own private suppliers we are able to give consumers the lowest possible price on all products. Even though we have lower prices our products meet and or exceed all the necessities of the big brand name products, including
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Marketing Management Preparing the literature: * Summarize the paper and discuss its core findings * Explain and define the core concepts (study variables) * Describe the contribution of the study (take away message) * Explain the reasoning/processes underlying the core predictions / hypotheses Analyse the research strategy * How did the authors attempt to answer their research questions? * What are the advantages/disadvantages of these strategies? * Put
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International Marketing Summary Chapter 1: Global Environmental Drivers Over the last few decades, international merchandise trade has expanded at astounding rates to reach $16.3 trillion in 2011. In addition, trade in services has grown at particularly high rates within the last decade to reach almost $3.7 trillion in 2010. As a result, nations are much more affected by international business than in the past. Global linkages have made possible investment strategies and marketing alternatives
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Summary Global Marketing A market-responsive approach Svend Hollensen Second Edition 2001 ISBN 0-273-64644-3 -1- PART 1 Chapter 1 THE DECISION WHETHER TO INTERNATIONALIZE Global marketing in the firm SME: small medium sized enterprises LSE: large scale enterprises Companies wit little international experience and a weak position in their home market have little reason to try to perform on global markets. Instead they should try to establish a stronger position on their
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Presently, sports celebrities play more important role in advertising and marketing. For Bush, Martin and Bush’s article, based on customer socialization and previous findings, they make four hypotheses: 1) Teenagers' athlete role model influence is positively related to product switching and complaint behavior; 2) Teenagers' athlete role model influence is positively related to favorable or positive word-of-mouth behavior; 3) Teenagers' athlete role model influence is positively related to brand
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by Sanchai Khammaha (5849102) STRATEGIC MARKETING MANAGEMENT (MGMG 508) Marketing Basics The Marketing Frame Work Customers SITUATION ANALYSIS (5Cs) Company Competitors Collaborators CREATING VALUE (STP) Targeting Segmentation Product Climate Positioning CAPTURING VALUE (4Ps) Place Price Promotion SUSTAINING VALUE (CRM) Customer Acquisition Custormer Retention PROFIT Situation Analysis (5Cs) Analyze market situation → Consider internal and external
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