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... customer relationships (Kotler, 1991). There are other authors like Dibb and Simkin which say that Direct Marketing is a decision by a company’s marketers to select a marketing channel that avoids dependence on marketing channel intermediaries, and to focus marketing communications activity on promo ...
... customer relationships (Kotler, 1991). There are other authors like Dibb and Simkin which say that Direct Marketing is a decision by a company’s marketers to select a marketing channel that avoids dependence on marketing channel intermediaries, and to focus marketing communications activity on promo ...
Grewal and Levy, 1e
... communications to achieve a variety of objectives, including building and maintaining a positive image, handling or heading off unfavorable stories or events, and maintaining positive relationships with the media. Reach: Measure of consumers’ exposure to marketing communications; the percentage of t ...
... communications to achieve a variety of objectives, including building and maintaining a positive image, handling or heading off unfavorable stories or events, and maintaining positive relationships with the media. Reach: Measure of consumers’ exposure to marketing communications; the percentage of t ...
Chapter 15 Hospitality Marketing
... customer preferences—then capitalizing on them through the creation, promotion, and delivery of products and services that satisfy the corresponding demand – The process of promoting, selling, and distributing a product or service ...
... customer preferences—then capitalizing on them through the creation, promotion, and delivery of products and services that satisfy the corresponding demand – The process of promoting, selling, and distributing a product or service ...
Conceptualising a contemporary marketing mix
... distributed, these seven Ps provide a succinct, generic summary of marketing activities for services. In an effort to divine a more appropriate mix for tourism marketing than the generic seven Ps, a variety of frameworks has been proposed. Here we look at just three of these alternative frameworks, ...
... distributed, these seven Ps provide a succinct, generic summary of marketing activities for services. In an effort to divine a more appropriate mix for tourism marketing than the generic seven Ps, a variety of frameworks has been proposed. Here we look at just three of these alternative frameworks, ...
An Introduction to Marketing Research
... 4) What does the phrase "hearing the voice of the consumer" mean? A) Companies have the information they need to effectively satisfy wants and needs in the marketplace. B) Companies specifically use telemarketing to hear their customers' opinions. C) Marketing is carried out for the benefit of the c ...
... 4) What does the phrase "hearing the voice of the consumer" mean? A) Companies have the information they need to effectively satisfy wants and needs in the marketplace. B) Companies specifically use telemarketing to hear their customers' opinions. C) Marketing is carried out for the benefit of the c ...
PDF
... A new enterprise may require investment in machinery, buildings, or land. Labor and management requirements may be different for new enterprises. Farmers already producing labor intensive crops often look toward other labor intensive enterprises as supplements or alternatives. New enterprises with l ...
... A new enterprise may require investment in machinery, buildings, or land. Labor and management requirements may be different for new enterprises. Farmers already producing labor intensive crops often look toward other labor intensive enterprises as supplements or alternatives. New enterprises with l ...
PDF
... Although there is a plethora of literature on direct marketing strategies as it pertains to consumer desirability and the attributes of consumers who buy directly from producers, there are relatively fewer studies that focus on the production side (Brown et al. 2006; Govindasamy et al. 1999; Monson ...
... Although there is a plethora of literature on direct marketing strategies as it pertains to consumer desirability and the attributes of consumers who buy directly from producers, there are relatively fewer studies that focus on the production side (Brown et al. 2006; Govindasamy et al. 1999; Monson ...
Module Specification: Digital Marketing
... asked you to assess the appropriateness of various digital marketing activities in regards to relationship marketing for your different customer segments. You have been asked to keep a blog as evidence of digital marketing activity trialled and the outcomes of this. As part of this activity you have ...
... asked you to assess the appropriateness of various digital marketing activities in regards to relationship marketing for your different customer segments. You have been asked to keep a blog as evidence of digital marketing activity trialled and the outcomes of this. As part of this activity you have ...
social media as a tool of marketing and creating brand awareness
... impact of the social media phenomenon with much interest. My motivation is part driven by the desire to have an in-depth study about this prodigy and also to find out whether it‟s just a euphoric tide driving the debate or this phenomenon is actually a game changer in marketing. ...
... impact of the social media phenomenon with much interest. My motivation is part driven by the desire to have an in-depth study about this prodigy and also to find out whether it‟s just a euphoric tide driving the debate or this phenomenon is actually a game changer in marketing. ...
Social Media Marketing Management (社會媒體行銷管理)
... • Marketing channels (communications, distribution, and service) • Supply chain • Competition • Marketing environment • Marketing planning Source: Kotler and Keller (2011) ...
... • Marketing channels (communications, distribution, and service) • Supply chain • Competition • Marketing environment • Marketing planning Source: Kotler and Keller (2011) ...
Social Media Marketing Management (社會媒體行銷管理)
... • Marketing channels (communications, distribution, and service) • Supply chain • Competition • Marketing environment • Marketing planning Source: Kotler and Keller (2011) ...
... • Marketing channels (communications, distribution, and service) • Supply chain • Competition • Marketing environment • Marketing planning Source: Kotler and Keller (2011) ...
Promoting and Marketing Green Products and Services
... Consumption in general and also green consumption is influenced by many aspects such as product, price promotions and place called Marketing –mix, quality, satisfaction, behavior, life style and attitudes. Marketing-Mix Concept The concept refers to a set of actions, or tactics, that a company uses ...
... Consumption in general and also green consumption is influenced by many aspects such as product, price promotions and place called Marketing –mix, quality, satisfaction, behavior, life style and attitudes. Marketing-Mix Concept The concept refers to a set of actions, or tactics, that a company uses ...
Milk production and marketing
... Federal Government policy. This high degree of government and bureaucratic involvement has limited the commercial flexibility of Marketing Boards. For example, Commonwealth marketing boards are restricted to a set number of staff and these staff are limited to Public Service salary levels. Because s ...
... Federal Government policy. This high degree of government and bureaucratic involvement has limited the commercial flexibility of Marketing Boards. For example, Commonwealth marketing boards are restricted to a set number of staff and these staff are limited to Public Service salary levels. Because s ...
the study of integrated marketing communication on high and low
... Market strategy is the essential part of business plan due to effort and focus by gain benefit, effectiveness and successful toward business company. Integrated Marketing Communication (IMC) is one element that made business going forward which aimed to approaching marketing communication tools such ...
... Market strategy is the essential part of business plan due to effort and focus by gain benefit, effectiveness and successful toward business company. Integrated Marketing Communication (IMC) is one element that made business going forward which aimed to approaching marketing communication tools such ...
Relationship Marketing Strategy: An Operant Resource Perspective
... 2003); acquiescence by partners (Kumar et al., 1992; Morgan and Hunt, 1994); and decreases in uncertainty (Achrol and Stern, 1988; Morgan and Hunt, 1994).” These indicators of success, it should be noted, are not considered independent. Furthermore, Hunt et al. (2006) explore why some firms’ efforts ...
... 2003); acquiescence by partners (Kumar et al., 1992; Morgan and Hunt, 1994); and decreases in uncertainty (Achrol and Stern, 1988; Morgan and Hunt, 1994).” These indicators of success, it should be noted, are not considered independent. Furthermore, Hunt et al. (2006) explore why some firms’ efforts ...
Gillette has some decisions to make regarding the launch of its
... The case points out that Gillette’s competitors were quick to copy new products. Trac II was copied by the competition within five months and other product imitations appeared in 18 and seven months. Historically Gillette did not pursue patent enforcement because of antitrust challenges. This tacti ...
... The case points out that Gillette’s competitors were quick to copy new products. Trac II was copied by the competition within five months and other product imitations appeared in 18 and seven months. Historically Gillette did not pursue patent enforcement because of antitrust challenges. This tacti ...
Term paper details, and possible term paper topics for
... Exams: questions will usually ask for short answers (specifying from one to ten sentences). The mid-term will cover the first half of the course material; the final will cover only the second half (not cumulative). Do not miss these exams: any makeup exams will be much more difficult and will deman ...
... Exams: questions will usually ask for short answers (specifying from one to ten sentences). The mid-term will cover the first half of the course material; the final will cover only the second half (not cumulative). Do not miss these exams: any makeup exams will be much more difficult and will deman ...
A Public Health Primer - Government of Nova Scotia
... Common marketing strategies Corporations use a number of strategies to market their products. Marketing techniques are not limited to traditional forms, such as newspaper ads, billboards, or television commercials. While these kinds of promotional strategies are obvious, companies also invest a sign ...
... Common marketing strategies Corporations use a number of strategies to market their products. Marketing techniques are not limited to traditional forms, such as newspaper ads, billboards, or television commercials. While these kinds of promotional strategies are obvious, companies also invest a sign ...
E-marketing
... – If on a prior visit a guest requests a certain type of mineral water, the mineral water is placed in the guest’s refrigerator on returning visits – If a guest had a problem, all departments in the hotel are notified, and everyone works to regain the guest’s confidence and loyalty ©2006 Pearson Edu ...
... – If on a prior visit a guest requests a certain type of mineral water, the mineral water is placed in the guest’s refrigerator on returning visits – If a guest had a problem, all departments in the hotel are notified, and everyone works to regain the guest’s confidence and loyalty ©2006 Pearson Edu ...
Service Strategies Marketing, Operations, and Human Resource
... customer relationship management for corporate profitability. Advances in marketing concepts and information systems make it possible to capture more precisely the demand characteristics of customers and to tailor solutions to meet their needs. Why is it, then, that measures of customer satisfaction ...
... customer relationship management for corporate profitability. Advances in marketing concepts and information systems make it possible to capture more precisely the demand characteristics of customers and to tailor solutions to meet their needs. Why is it, then, that measures of customer satisfaction ...
new-product development in tourism companies
... well as key phases of the new product development process in a small tourism company. The two examples represent Finnish activity operators, which at the moment have the challenge to innovate more and more attractive activities to fulfil the customers needs for emotional experiences. The theoretical ...
... well as key phases of the new product development process in a small tourism company. The two examples represent Finnish activity operators, which at the moment have the challenge to innovate more and more attractive activities to fulfil the customers needs for emotional experiences. The theoretical ...
Evolving to a New Dominant Logic for Marketing
... as resources on which an operation or act is performed to produce an effect, and they compare operand resources with operant resources, which are employed to act on operand resources (and other operant recourses). During most of civilization, human activity has been concerned largely with acting on ...
... as resources on which an operation or act is performed to produce an effect, and they compare operand resources with operant resources, which are employed to act on operand resources (and other operant recourses). During most of civilization, human activity has been concerned largely with acting on ...