Chapter Notes on Marketing Management by Philip Kotler 10th Edition

MARKETING MANAGEMENT Chapter 1 Marketing in the 21st century Chapter 2 Building Customer Satisfaction Value and Retention Chapter 3 Winning Markets: Market Oriented Strategic Planning Chapter 4 Gathering Information and measuring market demand Chapter 5 Scanning the Marketing Environment Chapter 6 Analyzing Consumer markets & Buying Behavior Chapter 7 Analyzing Business markets and Business Buying Behavior Chapter 8 Dealing with the Competition Chapter 9 Identifying Market Segments and Selecting Target Markets Chapter 10 Positioning the Market Offering Through the Product Life Cycle Courtesy: Marketing Management by Philip Kotler 10th Edition Chapter 1 Marketing in the 21st century Scope of Marketing Marketing people are involved in 10 types of entities: * Goods like eggs, steel, cars (Maruti!!!! Wow) * Services like airlines, hotels, barbers * Experiences like Walt Disney world's magic kingdom, at planet Hollywood * Events like Olympics, trade shows, sports events * Persons like celebrity marketing by making major film star as brand ambassador etc. * Places like cities, states, nations to attract tourists, factories, company headquarters, and new residents, like we use TAJ or say Nainital * Properties like real state owners market properties or agent markets securities * Organizations thru' Corporate identity ads like by using tag line 'Lets make

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  • Subject: Business and Administrative studies
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Blue Nile pestel analysis. Blue Nile is a publicly traded company. The company was established in 1999 and is headquartered in Seattle, WA and is one of leading online retailers of diamonds and fine jewelry.

Final paper Lars Isaksaetre, Henrik Oiseth, and Jason Casey BUSA 499, Section One Professor Pham May 13, 2009 Table of contents Executive summary........................................................................ page 2 Company profile.............................................................................. page 3 Overview of the jewelry industry....................................................... page 4 External environment.................................................................. page 5 Industry analysis........................................................................ page 10 Jewelry supply chain................................................................... page 16 Industry value chain, Jewelry Retail.................................................. page 19 Company analysis........................................................................ page 24 SWOT....................................................................................... page 46 Financial ratios.............................................................................. page 50 Strategies.................................................................................... page 53 Preferred strategy.......................................................................... page 60

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  • Subject: Business and Administrative studies
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How Do Virtual Communities Create a Value Exchange Proposition for e-businesses? An Exploratory Study.

How Do Virtual Communities Create a Value Exchange Proposition for e-businesses? An Exploratory Study. Abstract As the world continues to change and customers continuously become more sophisticated and demanding, marketing strategies have had to adapt. In the 1990's, processes and customer needs became more recognised, which brought about modern marketing and the concept of relationship marketing (RM). With the emergence of the Internet, many e-businesses have failed to survive the increasingly global competitive environment. This report aims to create understanding of the current marketing schools of thought in order to decipher a means of creating a value exchange proposition for survival in this 'New Economy.' Qualitative secondary research has been gathered from written documents to explore how e-businesses are missing an opportunity to create a value exchange proposition through virtual (on-line) communities. In order to answer the research question, How Do Virtual Communities Create a Value Exchange Proposition, three propositions were developed from the focal theory within the literature review: * (P1) Virtual communities create customer value * (P2) Virtual communities increase loyalty * (P3) Virtual communities enhance business value Case studies within a theoretical framework have supported the propositions and enabled new insights and contributions to be

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  • Subject: Business and Administrative studies
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Marketing Management Application exercise - Footwear Industry India.

Marketing Management APPLICATION EXERCISE Footwear Industry presented to Prof. S. Ramesh Kumar on August 26th, 2003 in partial fulfillment of the requirements for the Marketing Management by Group 8 Soumitra Bhattacharya Shankar Chandrasekar Tenzing Yangdo Bhutia R. Chethan Kumar Raghav Bihani Padam Chhabra Sainag Chakravarty INDIAN INSTITUTE OF MANAGEMENT BANGALORE TABLE OF CONTENTS EXECUTIVE SUMMARY 3 REPORT 8 . Industry Overview 9 1.1 Introduction 9 1.2 Market Structure 10 1.3 Industry Segmentation 12 1.3.1 Geographic Segmentation 12 1.3.2 Demographic Segmentation 14 1.4 Consumer Behaviour 14 1.4.1 Consumer Preferences (urban organized market) 15 1.4.2 Consumer Preferences (Rural Market) 17 1.5 Positioning 21 1.6 Five Force Porter's Analysis 23 1.7 Key players in Domestic Footwear Segment 24 1.7.1 Most Popular Footwear Brands 24 1.7.2 Comparison of Business Profiles of top companies 24 1.7.3 Production Figures of top 7 footwear companies 26 1.8 Detailed Analysis of the Top brands 27 .8.1 Bata India Ltd. 27 .8.2 Liberty 32 .8.3 Reebok 36 .8.4 Adidas 40 .8.5 Nike 45 .8.6 Red Tape 48 .8.7 Woodland 51 .8.8 Regal Shoes 55

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  • Subject: Business and Administrative studies
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Marketing Dissertation. An investigation of Celebrity Endorsement, with particular focus on the long-term marketability of celebrity sports personalities

MSc Marketing 2008/10 An investigation of Celebrity Endorsement, with particular focus on the long-term marketability of celebrity sports personalities By Charlotte Louise Blake Confidentiality Statement The dissertation may be made freely available immediately for academic purposes. Charlotte L Blake, May 2010 Acknowledgments I would like to dedicate this work to my fiancé, Miguel Rodriguez, as if it wasn't for his support I would not have had the option of returning to university to pursue my ambition to get a masters degree, and change the direction of my career. I would also like to thank my family for their lifelong support; my father for always being the best source of advice, and my mother for always being there. Furthermore, I would like to pay my gratitude to John May for being a great lecturer throughout the year, and a good supervisor who always pointed me in the right direction. It is also imperative that I mention my classmates for the past 2 academic years, which have all proven to be a great bunch of people to be around, in and out of the classroom. Finally, thank you to everyone who participated in my research, I couldn't have done this without you. In particular Jessica Cole and Jessica Brittan, who not only participated in my focus groups, but also set them up, and hosted the events at their home. Whilst not forgetting, the legendary, Mel Stein,

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  • Level: University Degree
  • Subject: Business and Administrative studies
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Corporate Social Responsibility

Branding Name of Student Name of Instructor Date Course name Abstract This paper aims to study the influence of branding on consumers and their purchasing decisions. Branding is also like the reputation of a company¸ which also effects business' publicity. Often the choice of setting up an industry or a business is often directly linked to this notion of reputation. As a company has a good reputation¸ it may attract new customers¸ which would create ones' demand and 'brand loyalty'. Customers tend to purchase products from companies that have a good reputation. This is because as the firm have a good reputation¸ consumers tends to 'trust' their products¸ hence¸ consumers will be more willingly in trying their products¸ which would increases the amount of new customers for the business. As the business have more new customers¸ its demand and loyalty would eventually increase. As consumers try the products¸ satisfy with its quality¸ most of them will be used in using the product and are unwilling to change to another brand. The company would also gain more consumers' recognitions. Thus¸ such consumers will repeat-purchase the product on a regular basis. This way¸ brand loyalty would not only eliminate competition¸ but also increases business's sales and revenue¸ and presumably its profit would increases as well. According to my findings, from the 100

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  • Subject: Business and Administrative studies
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This report examines trends and developments in the UK market for meals which are heavily, albeit not exclusively, consumed by children. Mintel last covered this sector in Children's Foods, Market Intelligence, July 1996 .

(c) Mintel International Group Limited Children's Foods - UK - July 1999 Contents INTRODUCTION AND ABBREVIATIONS Introduction Definition Consumer research Abbreviations EXECUTIVE SUMMARY Traditional products decline Lifestyles suit market potential Convenience, novelty and value Who is the marketing focus? A dual dilemma Sectors dominated by one brand and own label Innovation to sustain interest MARKET DRIVERS Working mothers seek convenience and popularity Figure 1 Economic activity status of mothers, by age of youngest child, 1996 Family meal becomes out of date Number of children set to decline to 2003 Figure 2 Population trends by age of child, 1994-2003 Parents seek a healthy reassurance Pester power Advertising attracts criticism Kids growing older, younger Out of home eating for children Growth in avoidance of meat Penetration of children's foods Figure 3 Usage of children's foods, 1994-98 MARKET SIZE AND TRENDS Figure 4 UK retail sales of children's meals in the UK, 1994-99 Figure 5 UK retail value sales of children's meals in the UK, by sector, 1994-98 MARKET SEGMENTATION Fish fingers Figure 6 UK retail sales of fish fingers, 1994-99 New products take share Frozen meat burgers Figure 7 UK retail value sales of frozen meat burgers, 1994-99 Figure 8 UK retail sales of frozen meat

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  • Level: University Degree
  • Subject: Business and Administrative studies
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Introduction to Marketing - Using Sony/Sony Ericsson as an example.

Report To: Sandra Oku From: Amish Patel Title: Introduction to Marketing Unit: 11 Date: 22/02/2004 I have been requested by Sandra Oku to select a business organisation of my preference. Having selected an organisation, I will then have to choose a product that is about to be launched or has just been launched and will then further choose an additional two products under the same company brand name to investigate. Once having done that, I have been assigned to identify the legal constraints on marketing in relation to my chosen firm and define marketing. Section 1 (P1) Task 1a) I have elected to analyse a company called Sony/Sony-Ericsson which is a global market leader with regard to electronics and the various marketing strategies they apply to the products they manufacture. Moreover, I have opted to examine the Sony-Ericsson "T630" mobile phone which has recently crossed the launch threshold earlier this year in the mobile phone market. The other two products that I will be looking into will be the Sony "MZ N910" Net Minidisc player and the Sony "Playstation 1" games console which are existing products within the company. Marketing Marketing is the approach by which a company primarily strives to expose customer requirements. Marketing provides a long-term understanding of customers continually changing requirements which is usually based on consumer trends

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  • Level: University Degree
  • Subject: Business and Administrative studies
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Marketing Research on a Fitness Center aimed at Women

________________ “What Women Want…” from a fitness centre ________________ “What Women Want…” from a fitness centre ________________ Table of Contents . Executive Summary 2. Research Focus 2.1. Industry Background and Past Research 2.2. Research Objectives 2.3. Major Contributions of the Research Project 3. Research Methodology 3.1. Focus Groups 3.2. Expert Interviews 3.3. Individual Depth Interviews 3.4. Projective Techniques 3.5. Quantitative Research 4. Research Instrument 4.1. Nominal Scale 4.2. Ordinal Scale 4.3. Interval Scale 4.4. Pre-test and final questionnaire 5. Sampling 6. Results and Analysis 6.1. Descriptive Statistics 6.2. Inferential Statistics 6.2.1. Factor Analysis 6.2.2. Chi-Square Comparisons 6.2.3. One-Way ANOVA 6.3. Statistical Analysis - Research Objectives 6.3.1. Statistical Analysis - Research Objective 1 6.3.2. Statistical Analysis - Research Objective 2 6.3.3. Statistical Analysis - Research Objective 3 6.4.

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  • Subject: Business and Administrative studies
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export policy

Index Executive summary Preface Chapter 1 Company description §1.1 Company policy §1.2 Strategic marketing policy §1.3 SWOT-analysis and confrontation matrix §1.4 Strategic issues Chapter 2 Internationalisation §2.1 Choice of internationalisation Chapter 3 Export audit §3.1 Internal feasibility Chapter 4 Company's point of view §4.1 International PMC Chapter 5 Country analysis §5.1.1 Country selection model §5.1.2 Country analysis Italy §5.1.3 Culture analysis Italy §5.2.1 Country analysis France §5.2.2 Culture analysis France §5.3.1 Country analyse Finland §5.3.2 Culture analysis Finland §5.4 Chosen country §5.5 Legal aspects §5.6 Market research Chapter 6 Target group selection §6.1 Defining target groups 6.2 The customer profile Chapter 7 Tactical Plan §7.1 Entry strategy Chapter 8 International marketing strategy and marketing mix §8.1 Proposal adjustment marketing mix §8.2.1 Marketing communication activities §8.2.2 Commercial texts §8.3.1 Commercial prognosis §8.3.2 Best case scenario §8.3.3 Worst case scenario Chapter 9 Financial foundations Conclusion List of literature Appendix . Spanish PEST-analysis Finland 2. Spanish executive summary Executive summary Since the establishment of the business Thuisbezorgd.nl in the year 2000, it was a enormous hit in the Netherlands. In 2003, three year after

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  • Subject: Business and Administrative studies
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