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The Impact Of Viral Marketing On Corporate Brand Reputation
The Impact Of Viral Marketing On Corporate Brand Reputation

... that if such an advertisement reaches ‘susceptible’ users, the same users will become ‘infected’ (i.e., sign up for an account) and then go on to infect other susceptible users. However, Klopper (2002) indicates that the viral marketing concept enables consumers to spread information on-line or thro ...
Dimension of Novelty - Science of Science Policy
Dimension of Novelty - Science of Science Policy

... and logically rigorous way. Implications for practice: The typology in Table 1 provides at least three major benefits for managers. Specifically, it helps managers make better innovation decisions in the areas of 1) portfolio assessment, 2) resource allocation (time, people, money) and 3) portfolio ...
Market segmentation - Wharton Faculty
Market segmentation - Wharton Faculty

... can capture market share from another. It is important to recognize that applications of segmentation cover a diversity of business contexts. In an industrial buying setting, Gensch et al. (1990) provide compelling evidence of the positive consequences of segmentation of electrical equipment buyers. ...
Ambient Marketing: Towards a Modern Definition
Ambient Marketing: Towards a Modern Definition

... home advertising methods, this practice should be critically examined and given a concise and far more distinctive definition. Thus, it is argued that ambient marketing should not simply be viewed as nontraditional out-of-home advertising, but rather as a subset of the latter, and should not encomp ...
CHAPTER 1 An Overview of Marketing
CHAPTER 1 An Overview of Marketing

... 11. The activities of selecting and describing one or more target markets and developing and maintaining a marketing mix to satisfy these markets is known as a(n) _____________________________. 12. When marketers want to estimate the size and sales potential of market segments, as well as assess ke ...
Developing and managing Brand Communities
Developing and managing Brand Communities

Managing Brand Equity
Managing Brand Equity

... Manufacturer brands usually contain the name of the manufacturer. These brands appeal to a wide range of consumers who desire good quality and a low risk of poor product performance. Manufacturers, which brand their products, face a decision of whether to use individual or family brands or a combina ...
CHAPTER 5
CHAPTER 5

... appropriate ideas that can be used as solutions to communication problems. “Its not creative unless it sells” ...
Preview Sample File
Preview Sample File

... Page-Reference: 18 Skill: Concept Objective: 1-4 Answer: frequency marketing program 47. Which of the following best explains why consumers have greater power and control in today's marketplace? The production concept and competition have lowered prices. Implementation of the product concept has res ...
CH01TB-2 - Testbank Byte
CH01TB-2 - Testbank Byte

... claims adjuster wants to buy a smartphone to document accidents (take pictures, write a report, etc.). If they both purchase the same model smartphone, such as an iPhone 4S, which statement is most accurate? a. The adjuster is a prospective customer because the smartphone will be used for work; the ...
Attitudes and behaviour towards food attributes and organic food
Attitudes and behaviour towards food attributes and organic food

... Eric Ruto, Ulrich Hamm and Meike Janssen provided feedback on paper 3. I declare that I prepared the present dissertation on my own. Information derived from the published and unpublished work of others has been acknowledged in the text and a list of references is given. This PhD thesis has not been ...
2013 ANA Brand Masters Conference
2013 ANA Brand Masters Conference

Steven Carlisle
Steven Carlisle

... these, Pizza Hut and Dominoes Pizza are the strongest competitors. However, recently, there has been an increase in the amount of take and bake pizza restaurants owned both locally and nationally; Papa Murphy‟s Take and Bake Pizza is one of the nationally owned chains. These restaurants put pressure ...
in shopper marketing agencies
in shopper marketing agencies

Untitled - Fakulta masmediálnej komunikácie
Untitled - Fakulta masmediálnej komunikácie

... Recently, in deciding how such instruments meet the needs and wishes of customers, such values are increasingly taken into accounts that are superior to their success in the market. However, success in the market is not the only criterion for the successfulness of the company. In this respect there ...
Is Marketing Becoming a Dirty Word? A Longitudinal
Is Marketing Becoming a Dirty Word? A Longitudinal

... Lorange 2005; Moorman and Rust 1999). It is surprising, however, that very little empirical research has investigated the important and intimately related problem of popular attitude towards marketing. Consequently, our knowledge of this matter is largely anecdotal or experiential. Notably, only two ...
in shopper marketing agencies - Chicago
in shopper marketing agencies - Chicago

Factors influencing the adoption of sports
Factors influencing the adoption of sports

... business and a vast majority acknowledge role that marketing plays in ensuring that they compete effectively against their rivals. Organizations need to fulfill their customers‟ needs by innovatively managing their promotional mix with the aim of staying ahead of their rivals in the same industry (A ...
the marketing mix: a review
the marketing mix: a review

... ISSN 0976-7193 (Print) ISSN 2349-2317 (Online); DOI: 10.16962/EAPJMRM/issn.2349-2317/2014 Volume 5 Issue 4 (2014) ...
- Advertising Standards Authority
- Advertising Standards Authority

... In the UK, The UK Code of Non-broadcast Advertising, Sales Promotion and Direct Marketing (the Code) is the rule book for non-broadcast advertisements, sales promotions and direct marketing communications (marketing communications). The Code is primarily concerned with the content of marketing commu ...
Reactions towards random acts of kindness - UvA-DARE
Reactions towards random acts of kindness - UvA-DARE

... experimenting with this new phenomenon. A great example is the ‘How Happiness Spreads’ campaign of the Dutch airline company KLM (Airlinetrends, 2010). In order to turn passengers’ boredom while waiting for takeoff into happiness, they formed a KLM ‘Surprise Team’. They identified customers who chec ...
The CAP Code
The CAP Code

Fundamentals of Marketing
Fundamentals of Marketing

... This book aims to provide a comprehensive introduction to the subject of marketing. While it covers most of the topics found in other texts it also provides a solid theoretical background which can act as a springboard to discuss contemporary issues and controversies within marketing theory and prac ...
The Role of Marketing - Robert H. Smith School of Business
The Role of Marketing - Robert H. Smith School of Business

Read Chapter 3: The Economic, Social, and Regulatory Aspects of
Read Chapter 3: The Economic, Social, and Regulatory Aspects of

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Consumer behaviour

Consumer Behaviour is the study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society. It blends elements from psychology, sociology, social anthropology, marketing and economics. It attempts to understand the decision-making processes of buyers, both individually and in groups such as how emotions affect buying behaviour. It studies characteristics of individual consumers such as demographics and behavioural variables in an attempt to understand people's wants. It also tries to assess influences on the consumer from groups such as family, friends, sports, reference groups, and society in general.Customer behavior study is based on consumer buying behavior, with the customer playing the three distinct roles of user, payer and buyer. Research has shown that consumer behavior is difficult to predict, even for experts in the field. Relationship marketing is an influential asset for customer behaviour analysis as it has a keen interest in the re-discovery of the true meaning of marketing through the re-affirmation of the importance of the customer or buyer. A greater importance is also placed on consumer retention, customer relationship management, personalisation, customisation and one-to-one marketing. Social functions can be categorized into social choice and welfare functions.Each method for vote counting is assumed as social function but if Arrow’s possibility theorem is used for a social function, social welfare function is achieved. Some specifications of the social functions are decisiveness, neutrality, anonymity, monotonicity, unanimity, homogeneity and weak and strong Pareto optimality. No social choice function meets these requirements in an ordinal scale simultaneously. The most important characteristic of a social function is identification of the interactive effect of alternatives and creating a logical relation with the ranks. Marketing provides services in order to satisfy customers. With that in mind the productive system is considered from its beginning at the production level, to the end of the cycle, the consumer (Kioumarsi et al., 2009).
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