ICU: INTRODUCTION TO MARKETING Vladimir V. Bulatov. bbe@voliacable.com We‚ Fr 8:30 LECTURE 12. PRODUCT DEVELOPMENT II. Reading: Ch. 11‚ 12‚ addendum sent onto your e-mails. Three product levels in marketing: 1.Core product: “what the buyer is really buying?” (E.g. Charels Revson [Revlon] recognizes that: “In the factory we make cosmetics; in the store – we sell hope”). Product concept is the idea about benefits‚ not features. 2.Tangible product – a ready-to-use product that has certain
Premium Marketing Strategic management Marketing plan
Barclays is a major global financial services provider engaged in retail banking‚ credit cards‚ corporate banking‚ investment banking‚ wealth management and investment management services with an extensive international presence in Europe‚ the Americas‚ Africa and Asia. With over 300 years of history and expertise in banking‚ Barclays operates in over 50 countries and employs nearly 147‚000 people. Barclays moves‚ lends‚ invests‚ protects money for more than 48 million customers and clients worldwide
Premium Bank
I N T E R 2005 Journal of APPLIED CORPORATE FINANCE A MO RG A N S TA N L E Y P U B L I C AT I O N In This Issue: Capital Structure‚ Payout Policy‚ and the IPO Process The Capital Structure Puzzle: The Evidence Revisited 8 Michael Barclay and Clifford Smith‚ University of Rochester Do Managers Have Capital Structure Targets? Evidence from Corporate Spinoffs 18 Vikas Mehrotra‚ University of Alberta‚ and Wayne Mikkelson How To Choose a Capital Structure: Navigating the Debt-Equity
Premium Finance Corporate finance Debt
BARCLAYS: MATT BARRETT’S JOURNEY – WINNING HEARTS AND MINDS I. DISCUSSION QUESTIONS‚ CASE INTRODUCTION AND KEY POINTS Introduction The case covers the introduction of Matt Barrett as CEO of Barclays and the changes he introduced to the organization to maintain its competitive position within the retail financial services industry. In an increasingly competitive environment‚ Barclays is losing ground due to its lack of data-driven actions and small global presence. The case outlines the actions taken
Premium Leadership English-language films F. Scott Fitzgerald
PGDM (Batch:2012-14/ Term-III) MARKETING MANAGEMENT-II (C-303) Session 1‚ 2&3 T- Course Overview; Introduction to Strategy Development Framework; (Finalization of C- What is our Business? (Hard Copy) groups) R- 1.Strategy as simple rules –HBR Article (Soft Copy) 2. Environmental and Internal Analysis (West et al.) Ch-3‚ pp-65-89 AR- What is Strategy? - HBR Article (Soft Copy) Session 4&5 T- Understanding Business and Marketing Objectives C- 1.Carolina Lunker Sauce (Hard Copy) 2. Glaxosmithkline:
Premium Marketing plan Marketing
8: Marketing strategies CHAPTER SUMMARY Summary (CHAPTER 8: Marketing strategies‚ page 211) • The marketing mix consists of four major elements: product‚ price‚ promotion and place. • Combined with these four Ps are people‚ processes and physical evidence to create the extended marketing mix. • Together‚ these seven Ps make up the strategies of marketing and become the centrepiece of the marketing plan. • The main goal of a marketing manager is to develop and maintain a marketing mix
Premium Marketing
What is Offensive Marketing? When more than one company offers the same kind of product‚ each company only receives a percentage of all sales of that kind of product. This percentage is called a “market share‚” and any effort to take some of the market share away from one company and bring it to another is called an offensive marketing plan. (See also Flanking Marketing) In the above case of the motorcycle business of the mid-to-late 20th century‚ the Harley Davidson Company saw its market share
Premium Marketing
TOPIC 1: MARKET-DRIVEN STRATEGY 1.1 THE STUDY OF STRATEGIC MARKETING (Page 2-3) ACTIVITY 1.1 (Page 3) Research a Malaysian company that you believe has been adopting market-driven strategies. Identify those strategies. Why do you consider this company to be successful? SEFF-CHECK 1.1 (Page 3) In your own words‚ define strategic marketing. Strategic marketing is a “market-driven process of strategy development‚ taking into account a constantly changing business environment and the need to
Premium Marketing
MARKETING STRATEGY The field of marketing strategy considers the total marketing environment and its impacts on a company or product or service. The emphasis is on "an in depth understanding of the market environment‚ particularly the competitors and customers." A given firm may offer numerous products or services to a marketplace‚ spanning numerous and sometimes wholly unrelated industries. Accordingly‚ a plan is required in order to effectively manage such products. Evidently‚ a company needs
Premium Marketing
Marketing strategy is defined by David Aaker as a process that can allow an organization to concentrate its resources on the optimal opportunities with the goals of increasing sales and achieving a sustainable competitive advantage. Marketing strategy includes all basic and long-term activities in the field of marketing that deal with the analysis of the strategic initial situation of a company and the formulation‚ evaluation and selection of market-oriented strategies and therefore contribute to
Premium Marketing