the pursued benefits of customer loyalty programs
... of loyalty can be measured by actual purchase behavior such as purchase sequence or retention rate. (Lichtlé & Plichon 2008.) Peppers and Rogers (2004, 57) also define this approach with repurchase activity that does not regard any internally held attitudes or preferences of the brand. Uncles et al. ...
... of loyalty can be measured by actual purchase behavior such as purchase sequence or retention rate. (Lichtlé & Plichon 2008.) Peppers and Rogers (2004, 57) also define this approach with repurchase activity that does not regard any internally held attitudes or preferences of the brand. Uncles et al. ...
test bank for Advertising and Promotion An
... A. paid form of nonpersonal communication about a product, service, or company. B. form of media communication which provides an opportunity for immediate feedback. C. communication that moves a product from one level to another level of the distribution channel. D. personal communication from a com ...
... A. paid form of nonpersonal communication about a product, service, or company. B. form of media communication which provides an opportunity for immediate feedback. C. communication that moves a product from one level to another level of the distribution channel. D. personal communication from a com ...
Investigating Internet Marketing Strategies among Hotels in
... The internet is a very important tool for gaining strategic advantages in business the world over. Several hotels have made attempts to capture some of the growth potential of the internet, by creating their websites and are using the internet for various purposes. It is used mostly as a sales and m ...
... The internet is a very important tool for gaining strategic advantages in business the world over. Several hotels have made attempts to capture some of the growth potential of the internet, by creating their websites and are using the internet for various purposes. It is used mostly as a sales and m ...
A 9S Model Approach for Experience Marketing Implementation
... 1 Review of the Research on Experience Marheting At first, experience was put forward by American famous futurologist Toffler (in 1970, Future Shock), Toffler considered experience as economic value and the product of goods and services to be psychological. However, Pine II and Gilmore (1998) though ...
... 1 Review of the Research on Experience Marheting At first, experience was put forward by American famous futurologist Toffler (in 1970, Future Shock), Toffler considered experience as economic value and the product of goods and services to be psychological. However, Pine II and Gilmore (1998) though ...
Development of B2B marketing theory Industrial Marketing
... being initiated by Alderson and Cox (cf. Hadjikhani & LaPlaca, 2012; Sheth & Parvatiyar, 1995a,b). This may be due to the dominance of exchange theory over behavioral theory that lasted several decades. In its early stages of development, exchange theory was seen as the principle connection between ...
... being initiated by Alderson and Cox (cf. Hadjikhani & LaPlaca, 2012; Sheth & Parvatiyar, 1995a,b). This may be due to the dominance of exchange theory over behavioral theory that lasted several decades. In its early stages of development, exchange theory was seen as the principle connection between ...
BRAND TRUST AND BRAND LOYALTY, AN EMPIRICAL STUDY IN
... This research uses non-random sampling methods (convenience sampling) in order to gain data. I collect 150 respondent, but only 134 questionnaires are complete. After conduct an out layer test I have only 109 respondent left to analyze. To analyze the data, this research uses hierarchical regression ...
... This research uses non-random sampling methods (convenience sampling) in order to gain data. I collect 150 respondent, but only 134 questionnaires are complete. After conduct an out layer test I have only 109 respondent left to analyze. To analyze the data, this research uses hierarchical regression ...
Building Brand Equity Through Corporate Societal
... Zaltman and Higie 1995). Enhancing brand image involves creating brand meaning and what the brand is characterized by and should stand for in the minds of customers. Several types of associations—related broadly to more functional, performance-related considerations or more abstract, imagery-related ...
... Zaltman and Higie 1995). Enhancing brand image involves creating brand meaning and what the brand is characterized by and should stand for in the minds of customers. Several types of associations—related broadly to more functional, performance-related considerations or more abstract, imagery-related ...
Brand Portfolio Strategy Effects on Firm Value and
... Given that managers and investors are inherently risk-averse (Swedroe and Grogan 2009) and seek to maximize returns while minimizing risk exposure, it is crucial to that our models of brand strategy effects consider risk. This paper provides an empirical investigation of the influence of brand portf ...
... Given that managers and investors are inherently risk-averse (Swedroe and Grogan 2009) and seek to maximize returns while minimizing risk exposure, it is crucial to that our models of brand strategy effects consider risk. This paper provides an empirical investigation of the influence of brand portf ...
Multiple Choice Questions
... 1. Beiersdorf is working to have their Nivea for Men brand introduced and publicized in America in order to _____. A) fulfill a governmental mandate B) have men recognize a problem with respect to facial care C) market its new home hair coloring system D) increase brand awareness E) none of the abov ...
... 1. Beiersdorf is working to have their Nivea for Men brand introduced and publicized in America in order to _____. A) fulfill a governmental mandate B) have men recognize a problem with respect to facial care C) market its new home hair coloring system D) increase brand awareness E) none of the abov ...
Chapter 9
... branded. They learn about brands through past experiences with the product and its marketing program, finding out which brands satisfy their needs and which do not. As consumers’ lives become more complicated, rushed, and time-starved, a brand’s ability to simplify decision making and reduce risk be ...
... branded. They learn about brands through past experiences with the product and its marketing program, finding out which brands satisfy their needs and which do not. As consumers’ lives become more complicated, rushed, and time-starved, a brand’s ability to simplify decision making and reduce risk be ...
The explanatory foundations of relationship marketing theory
... efforts at relationship marketing more successful than others? Design/methodology/approach – Before addressing the three questions, the paper begins by discussing the different forms of relationship marketing. Findings – Although relationship marketing is a relatively young field of inquiry, relatio ...
... efforts at relationship marketing more successful than others? Design/methodology/approach – Before addressing the three questions, the paper begins by discussing the different forms of relationship marketing. Findings – Although relationship marketing is a relatively young field of inquiry, relatio ...
KYMENLAAKSON AMMATTIKORKEAKOULU University of Applied Sciences
... the research problem searched at that moment (Ghauri & Grønhaug, 2010). Primary data used in this research came from author’s personal working experience, conversations between the commissioner and the author, interviews with the general manager of the Lahti Symphony Orchestra and chairman of the Un ...
... the research problem searched at that moment (Ghauri & Grønhaug, 2010). Primary data used in this research came from author’s personal working experience, conversations between the commissioner and the author, interviews with the general manager of the Lahti Symphony Orchestra and chairman of the Un ...
creating customer relationships and value through marketing
... • Requirements for Marketing to Occur ! Two or More Parties with Unsatisfied Needs ! Desire and Ability to Satisfy These Needs ! A Way for the Parties to Communicate ! Something to Exchange ...
... • Requirements for Marketing to Occur ! Two or More Parties with Unsatisfied Needs ! Desire and Ability to Satisfy These Needs ! A Way for the Parties to Communicate ! Something to Exchange ...
A Responsibilities Framework for Marketing as a
... If one or more of the occupations considered a part of marketing became a profession, what characteristics would it have? Note that the words “professor” and “profession” have the same, Latin, etymological root—that is, professio. Just as professors profess, so do members of professions. What do mem ...
... If one or more of the occupations considered a part of marketing became a profession, what characteristics would it have? Note that the words “professor” and “profession” have the same, Latin, etymological root—that is, professio. Just as professors profess, so do members of professions. What do mem ...
A study of factors affecting a firm`s global brand name strategy
... research approach utilised as well as the research design will be described and argued for. Further to this, the selection for the qualitative method will be justified. After that, the data collection followed to the data analysis will be explained. F inally, in order to acquire a good quality of th ...
... research approach utilised as well as the research design will be described and argued for. Further to this, the selection for the qualitative method will be justified. After that, the data collection followed to the data analysis will be explained. F inally, in order to acquire a good quality of th ...
The Future of Influencer Marketing
... Leveraging influencers to drive visibility, awareness and credibility, Orange achieved a successful product launch in a brand new market. The telecommunications company generated the following outcomes: • 14k mentions on social networks, demonstrating strong influencer engagement • 60% share of vo ...
... Leveraging influencers to drive visibility, awareness and credibility, Orange achieved a successful product launch in a brand new market. The telecommunications company generated the following outcomes: • 14k mentions on social networks, demonstrating strong influencer engagement • 60% share of vo ...
Skills Needed for Effective International Marketing: Training
... Since the vast majority of international marketing studies involve contextspecific knowledge because markets and cultures are widely disparate across countries (Myers, Greyser, and Massey 1979), general skills for effective international marketing have not been identified. As Graham and Grønhaug (19 ...
... Since the vast majority of international marketing studies involve contextspecific knowledge because markets and cultures are widely disparate across countries (Myers, Greyser, and Massey 1979), general skills for effective international marketing have not been identified. As Graham and Grønhaug (19 ...
english,
... 1994; Wimmer & Mandjak, 2002). However, despite the increasing literature being focused on customer orientation and business relationships, there is a lack of literature explaining the marketing orientation in the shipping business. Shipping marketing can be described by means of all the practical a ...
... 1994; Wimmer & Mandjak, 2002). However, despite the increasing literature being focused on customer orientation and business relationships, there is a lack of literature explaining the marketing orientation in the shipping business. Shipping marketing can be described by means of all the practical a ...
positions in academic and professional organizations
... “Piecing the Puzzle Together: The Roles and Functions of Business Groups in Emerging Markets,” with Aditya Gupta, 40th Annual Macromarketing Conference, Chicago (2015) “Sales and Marketing: Two Coins of Two Sides of the Same Coin,” with Avinash Malshe, Global Sales Science Institute 9th Annual Confe ...
... “Piecing the Puzzle Together: The Roles and Functions of Business Groups in Emerging Markets,” with Aditya Gupta, 40th Annual Macromarketing Conference, Chicago (2015) “Sales and Marketing: Two Coins of Two Sides of the Same Coin,” with Avinash Malshe, Global Sales Science Institute 9th Annual Confe ...
RELATIONSHIP ORIENTATION: TOWARDS AN ANTECEDENT
... build theory upon a basis that is not yet fully understood nor defined. The absence of any empirical research into a change in (or emergence of a new) orientation is testimony to this (Lehtinen 1996; Sheth and Parvatiyar 1995). If Relationship Marketing is to hold any credibility within the marketin ...
... build theory upon a basis that is not yet fully understood nor defined. The absence of any empirical research into a change in (or emergence of a new) orientation is testimony to this (Lehtinen 1996; Sheth and Parvatiyar 1995). If Relationship Marketing is to hold any credibility within the marketin ...
