Jussi Riikonen & Jarno Rinne Thesis Kajaani University of Applied Sciences
... Kajaanin Hokki, an ice hockey club in Kajaani, Finland. Secondary purpose of the study was to interview people in Kajaani about the visibility of Kajaanin Hokki. The study also aimed at finding several reasons for low attendance numbers in Hokki’s home games. Kajaanin Hokki is a team on the second h ...
... Kajaanin Hokki, an ice hockey club in Kajaani, Finland. Secondary purpose of the study was to interview people in Kajaani about the visibility of Kajaanin Hokki. The study also aimed at finding several reasons for low attendance numbers in Hokki’s home games. Kajaanin Hokki is a team on the second h ...
investigating the effect of rational and emotional advertising appeals
... where “the advertised brand is explicitly compared with one or more competing brands and the comparison is oblivious to the audience (Feiz et al., 2013). 2.2. Advertising Appeals and Customer Attitude Attitude is an essential concept in psychology, but it is also widely applied in the social science ...
... where “the advertised brand is explicitly compared with one or more competing brands and the comparison is oblivious to the audience (Feiz et al., 2013). 2.2. Advertising Appeals and Customer Attitude Attitude is an essential concept in psychology, but it is also widely applied in the social science ...
Branding a lifestyle Suvi Anttonen Case: Nike
... market into clearly identifiable segments having similar needs, wants, or demand characteristics. Its objective is to design a marketing mix that precisely matches the expectations of customers in the targeted segment. Target marketing: the process of evaluating each market segment’s attractiveness ...
... market into clearly identifiable segments having similar needs, wants, or demand characteristics. Its objective is to design a marketing mix that precisely matches the expectations of customers in the targeted segment. Target marketing: the process of evaluating each market segment’s attractiveness ...
OCR Document - Pearson Higher Education
... 45. A _____ strategy allows a company to identify its best customers, stay on top of their needs, and increase their satisfaction. a. CRM b. target marketing c. undifferentiated targeting d. concentrated targeting e. differentiated targeting (a; moderate; p. 216) 46. Which of the following statement ...
... 45. A _____ strategy allows a company to identify its best customers, stay on top of their needs, and increase their satisfaction. a. CRM b. target marketing c. undifferentiated targeting d. concentrated targeting e. differentiated targeting (a; moderate; p. 216) 46. Which of the following statement ...
Summary Consumer Behavior - Hoyer, MacInnis, Pieters
... opportunity (MAO) consumers have to engage in behaviors and make decisions. Motivation is an inner state of arousal that provides energy needed to achieve a goal. Motivation is influenced by personal relevance (self-concept, values, needs, goals, and self-control), perceived risk and moderate incons ...
... opportunity (MAO) consumers have to engage in behaviors and make decisions. Motivation is an inner state of arousal that provides energy needed to achieve a goal. Motivation is influenced by personal relevance (self-concept, values, needs, goals, and self-control), perceived risk and moderate incons ...
Day 1, Thursday, 1st September 2016 MAIN CONFERENCE Venue
... As a brand, the plan was always to be engaged with our customers and build an experience that was memorable and that our customers would love to be a part of. The brand story was always in the experience and in building a community of people who engage, build conversations and in turn become mascots ...
... As a brand, the plan was always to be engaged with our customers and build an experience that was memorable and that our customers would love to be a part of. The brand story was always in the experience and in building a community of people who engage, build conversations and in turn become mascots ...
An Analytical Study On Covert Advertising : Product
... and Hollywood, hence the title Bollywood. It is the second largest cinema industry in the world after Hollywood, approximately 800 films are produced and distributed each year and are shown to 11,000,000 people every day in 13,000 cinemas across India and therefore it is the biggest cinema industry ...
... and Hollywood, hence the title Bollywood. It is the second largest cinema industry in the world after Hollywood, approximately 800 films are produced and distributed each year and are shown to 11,000,000 people every day in 13,000 cinemas across India and therefore it is the biggest cinema industry ...
Embedding knowledge and value of a brand into
... need to think across borders, and to take joint actions. Doing so will not only make a crucial difference how companies and individuals live and get along with competitors and neighbors, but will address the rising long term challenges, the resolution of which goes beyond the capabilities of any one ...
... need to think across borders, and to take joint actions. Doing so will not only make a crucial difference how companies and individuals live and get along with competitors and neighbors, but will address the rising long term challenges, the resolution of which goes beyond the capabilities of any one ...
Forecasting Customer Lifetime Value
... et al., 2003) defined customer value as the customer’s economic value to the company and proposed to use customer lifetime value in corporate valuation. Customer activities contributing to company income like up‐selling, cross‐selling, or referrals can benefit from using customer value as benchma ...
... et al., 2003) defined customer value as the customer’s economic value to the company and proposed to use customer lifetime value in corporate valuation. Customer activities contributing to company income like up‐selling, cross‐selling, or referrals can benefit from using customer value as benchma ...
Consumer Behavior and Promotion Strategy
... – What makes it a powerful promotion method? – Certain consumer products are traditionally promoted through personal selling – For other businesses, a form of personal selling by telephone, called telemarketing, has become popular ...
... – What makes it a powerful promotion method? – Certain consumer products are traditionally promoted through personal selling – For other businesses, a form of personal selling by telephone, called telemarketing, has become popular ...
The future of multichannel marketing: marketer and consumer
... marketers can develop more sophisticated programs that tap into cross-sell and up-sell opportunities. Yet other marketers are lagging behind and need to adopt a considered approach that boosts the sophistication of their marketing programs. They need to become smart about their use of technology so ...
... marketers can develop more sophisticated programs that tap into cross-sell and up-sell opportunities. Yet other marketers are lagging behind and need to adopt a considered approach that boosts the sophistication of their marketing programs. They need to become smart about their use of technology so ...
What Influences the Relationship Between Customer Satisfaction
... Loyal customers tend to make more repurchase of the same brand. Such a consistent repurchase behavior will form an experiential knowledge related to a specific brand so that loyal consumers are likely to rely increasingly on the brand’s or the service provider’s trust expectations (Singh & Sirdeshmu ...
... Loyal customers tend to make more repurchase of the same brand. Such a consistent repurchase behavior will form an experiential knowledge related to a specific brand so that loyal consumers are likely to rely increasingly on the brand’s or the service provider’s trust expectations (Singh & Sirdeshmu ...
Sporting Facebook: A Content Analysis of NCAA Organizational
... “wall” that will be broadcast to the Newsfeed. Fans may interact by posting directly on a page’s wall or by commenting or using the like button on the content item. These types of interactions allow sports entities to establish authentic relationships with target markets while also enhancing and rei ...
... “wall” that will be broadcast to the Newsfeed. Fans may interact by posting directly on a page’s wall or by commenting or using the like button on the content item. These types of interactions allow sports entities to establish authentic relationships with target markets while also enhancing and rei ...
Terra Lycos Segmentation and Positioning
... About Travelocity Travelocity strives to give its customers the information they need to make the most educated shopping and buying decisions possible. Travelocity has private marketing agreements with many travel companies, under which Travelocity agrees to do special promotions, e-mail campaigns, ...
... About Travelocity Travelocity strives to give its customers the information they need to make the most educated shopping and buying decisions possible. Travelocity has private marketing agreements with many travel companies, under which Travelocity agrees to do special promotions, e-mail campaigns, ...
MArKETING - McKinsey
... growing calls for Herceptin for breast cancer patients has been largely led by patients and the media. Thus, the patient – while not always the primary decision maker – is not a trivial part of brand decision. In parallel with this erosion of the physician’s traditional sphere of decision making, th ...
... growing calls for Herceptin for breast cancer patients has been largely led by patients and the media. Thus, the patient – while not always the primary decision maker – is not a trivial part of brand decision. In parallel with this erosion of the physician’s traditional sphere of decision making, th ...
BA635-2005
... Second, CEOs have lost all patience. In a devastating 2011 study of 600 CEOs….77% have had it with all the talk about brand equity that can't 3be linked to actual firm equity or any other recognized financial metric. ...
... Second, CEOs have lost all patience. In a devastating 2011 study of 600 CEOs….77% have had it with all the talk about brand equity that can't 3be linked to actual firm equity or any other recognized financial metric. ...
juoul: ijazah: universiti malaysia sabah borang pengesahan
... Corporate brands are an increasingly important element of organizational and marketing strategy. Among the changes that businesses make as they move towards globalization is a shift in marketing emphasis from product brands to corporate branding. In an era when companies can no longer base their str ...
... Corporate brands are an increasingly important element of organizational and marketing strategy. Among the changes that businesses make as they move towards globalization is a shift in marketing emphasis from product brands to corporate branding. In an era when companies can no longer base their str ...
Marketing - ardiansyahzein.com
... From Organizing by Product Units to Organizing by Customer Segments. From Making Everything to Buying More Goods and Services from Outside From Using Many Suppliers to Working with Fewer Suppliers in a ...
... From Organizing by Product Units to Organizing by Customer Segments. From Making Everything to Buying More Goods and Services from Outside From Using Many Suppliers to Working with Fewer Suppliers in a ...
i. appeals and execution styles
... Emotional appeals—these types of appeals relate to consumers' social and/or psychological needs for purchasing a product or service. Emotional appeals have become very popular in advertising as marketers recognize that many purchase decisions are made on the basis of feelings and emotions since rati ...
... Emotional appeals—these types of appeals relate to consumers' social and/or psychological needs for purchasing a product or service. Emotional appeals have become very popular in advertising as marketers recognize that many purchase decisions are made on the basis of feelings and emotions since rati ...
Marketing, the Marketing Mix (4P`s), and the Nine P`s
... (IMC): “A planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time.” This planning process evaluates the strategic roles of a variety of communications disciples--for ex ...
... (IMC): “A planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time.” This planning process evaluates the strategic roles of a variety of communications disciples--for ex ...
Dove vs. Dior: Extending the Brand Extension Decision
... concepts of a brand’s ‘equity’ and of its extendibility in a reciprocal relationship. Not only can a firm leverage a brand’s equity in new categories (e.g. Shocker and Weitz, 1988), but brand extensions are likely to affect (either positively or negatively) the equity of the core brand (e.g. Keller ...
... concepts of a brand’s ‘equity’ and of its extendibility in a reciprocal relationship. Not only can a firm leverage a brand’s equity in new categories (e.g. Shocker and Weitz, 1988), but brand extensions are likely to affect (either positively or negatively) the equity of the core brand (e.g. Keller ...
Document
... entry barriers (such as the need for a sales force, access to channels and physical assets) and the geographical widening of the market due to the internet have brought about increasing competition. In combination with lower switching costs, easier access to information about products and suppliers ...
... entry barriers (such as the need for a sales force, access to channels and physical assets) and the geographical widening of the market due to the internet have brought about increasing competition. In combination with lower switching costs, easier access to information about products and suppliers ...
CRM UNIT 1_1 - KV Institute of Management and Information
... They don‘t call people up and try to sell them a pair of shoes. They engage through mass market media, and measure consumer responses to different marketing campaigns. On the other hand a company that sells expensive sports cars to the super rich is likely to have strong personal relationships with ...
... They don‘t call people up and try to sell them a pair of shoes. They engage through mass market media, and measure consumer responses to different marketing campaigns. On the other hand a company that sells expensive sports cars to the super rich is likely to have strong personal relationships with ...
File - Eboni Calhoun`s E
... All elements of the marketing mix are concerned with this change. In 2006, all the retail outlets were renewed so that now stores illustrate the new modernized Lacoste. The product ranges were also renewed. The t-shirts are now made to fit closer to the body, women now have sexier clothes to choose ...
... All elements of the marketing mix are concerned with this change. In 2006, all the retail outlets were renewed so that now stores illustrate the new modernized Lacoste. The product ranges were also renewed. The t-shirts are now made to fit closer to the body, women now have sexier clothes to choose ...
Full PDF - International Journal of Management Sciences
... differentiation to the upscale segment of the customer. (Rhenald Kasali, 2001 into Palupi, 2001), but it was rejected by Goni (2001) into Palupi (2001) said that all of product/service enable to giving experiential marketing. Nevertheless, experiences that are created are not always felt by consumer ...
... differentiation to the upscale segment of the customer. (Rhenald Kasali, 2001 into Palupi, 2001), but it was rejected by Goni (2001) into Palupi (2001) said that all of product/service enable to giving experiential marketing. Nevertheless, experiences that are created are not always felt by consumer ...