3.0 Define 7P’s The elements of a services marketing mix are sometimes called the 7P’s. Which are product‚ price‚ place‚ promotion‚ people‚ process and physical evidence are discuss below here: 3.1 Product Product can be differentiating at the services marketing as intangible goods or services [Rafliq. M & Ahmed. P. K. 1995].This means that services are provided by the Airasia also can classify as a product. Airasia had extended its services to different part of world. The research was found that
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CASE 46 Making Socially Responsible and Ethical Strategic decisions move a company toward its stated goals and perceived success. Strategic decisions also reflect the firm’s social responsibility and the ethical values on which such decisions are made. They reflect what is considered important and what a company wants to achieve. Mark Pastin‚ writing on the function of ethics in business decisions‚ observes: There are fundamental principles‚ or ground rules‚ by which organizations act. Like the ground
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Case Study #7: GE Question 1: Discuss the importance of B-to-B marketing and a strong B-to-B brand to GE. Needless to say it is very important to GE that they do well in B-to-B marketing and maintain a strong B-to-B brand. One of the obvious reasons is that a lot of GE’s product and service are business-oriented instead of consumer oriented‚ such as oil & gas‚ jet engines and industrial appliances. Many times‚ businesses need to be treated just like a human consumer‚ principles of basic marketing
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Page 1: A story of global success No study of business success in the twentieth century would be complete without mentioning Coca-Cola. Coca-Cola is the product which perhaps best exemplifies global marketing. The Coca-Cola trademark is recognised by 94 per cent of the earth’s population and Coca-Cola is the second most universally understood phrase after OK. It is not only instantly recognisable but it can be found almost anywhere from petrol stations and shops in Central Africa‚ to small villages
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Dove Case Questions: 1. What is a brand? Why does Unilever want fewer of them? 2. What was Dove’s positioning in the 1950s? What is its positioning in 2007? 3. How did Unilever organize to do product category management and brand management in Unilever before 2000? What was the corresponding structure after 2000? How was brand meaning controlled before 2000 and how is it controlled at the time of the case? 4. Spend a little time searching blogs‚ using Google Blog Search‚ BlogRunner‚ Technocratic
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Case Study 3: Fulfillment by Amazon (FBA) MIT3220-02: Management Information Systems 1. In your own words‚ summarize the differences in the sales models of Amazon retain and GearUp. While both Amazon and GearUp provide similar services‚ reselling items‚ there are many differences in the sales models of these two companies. Amazon first puts goods into their inventory and then sells these goods from their inventory. They take physical possession and sell after they already have possession of the
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Strategic Marketing Case Study New Directions Plc. Introduction: The case is based on the growth and decline of a high street fashion chain founded in the late 1950 ’s having a extensive distribution network (490stores) within Britain. It refers to the developments & changes taken place during a period of 13years where the company has gone through an acquisition and change of Management after 9years of explosive growth within the industry. Whereas it is understandable that the Company should
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Case study 3 Lafarge-Aget Heracles Case a. Use Exhibits H and I‚ estimate and evaluate ratios for ROI‚ Profitability‚ liquidity‚ and financial strength. ROI is 5.18 in 2003 and 5.42 in 2004. It is slightly increase. The investment gains high profit to investment cost. Compared to 2003‚ the net income also growth 4.6 percent in 2004 since the mainly part is interest deduction. The sale revenue decreases 3‚344 EURO‚ but the cost has a higher reduction by 4‚400 EURO. Thus‚ its profitability essentially
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Chapter 22: Managing a Holistic Marketing Organization GENERAL CONCEPT QUESTIONS Multiple Choice 1. ________ is the appointment of teams to manage customer-value–building processes and break down walls between departments. a. Reengineering b. Outsourcing c. Benchmarking d. Supplier partnering e. Customer Partnering Answer: a Page: 696 Level of difficulty: Easy 2. ________ is the greater willingness to buy more goods and services from outside
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CASE 33 Marketing to the Bottom of the Pyramid Professor C. K. Prahalad’s seminal publication‚ The Fortune at the Bottom of the Pyramid‚ suggests an enormous market at the “bottom of the pyramid” (BOP)—a group of some 4 billion people who subsist on less than $2 a day. By some estimates‚ these “aspirational poor‚” who make up three-fourths of the world’s population‚ represent $14 trillion in purchasing power‚ more than Germany‚ the United Kingdom‚ Italy‚ France‚ and Japan put together. Demographically
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