of water as a prop during the discussion to help bring the session to life. Guideline answers to case questions 1. Why would marketing place this customer in a ‘beverage’ or ‘soft drinks’ market segment? From a marketing point of view‚ placing this customer in the soft drinks or beverage segment makes sense in that it is a recognized sector for which data is collected and information is provided. As a result‚ marketing can easily gather information on competitor products and locate potential
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12 Distribution Channels and Logistics Management 12.1 The nature of distribution channels Why are marketing intermediaries used? Why use intermediaries? Means giving up some control over how and to whom products are sold – They are used because they have greater efficiency in making goods available to target markets – Contacts‚ experience‚ specialization‚ scale of operation – N-to-M direct selling‚ N-to-1 + 1-to-M through channel – Producers make narrow assortments in large quantities
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MARKETING ASSIGNMENT Integrated marketing communications is a core strategic activity used to build and sustain profitable relationships with various stakeholders. Customers are a critical target but other audiences such as buyers‚ designers‚ retailers‚ sales assistants‚ suppliers‚ etc…. are also important if an organisation is to achieve its sales and marketing objectives. MARKETING COMMUNICATIONS Marketing communications is about the promotion of a company and the product offered to the
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opposing the entry of MNCs in retail trading because of their predatory pricing strategy that wipes out competition‚ when the Government decides to allow foreign players to enter the retail space‚ it should first restrict them to lifestyle products segment before permitting them to spread their wings into
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Zara Case Management 454 3/20/14 Founded in 1975 by Armancio Ortega‚ Zara is a very successful Spanish clothing and accessory realtor and the first business to start the Inditex Group empire. Starting in a small Galician city known as La Coruna in Spain‚ Zara has grown to be a retailer powerhouse with over 6‚000 stores in 85 different countries. Although the number of stores and locations is constantly changing as Zara is known to open more than a store a day in past
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CHAPTER 1 Background Company Giordano is a Hong Kong retailer of men’s‚ women’s and children’s quality apparel founded in 1981 by Jimmy Lai. Jimmy Lai was born 1948 in an impoverished Guangzhou‚ Guangdong‚ with family roots in nearby Shunde‚ Lai was educated to fifth grade level. Smuggled to Hong Kong aboard a small boat at the age of 12‚ Lai worked as a child-laborer in a garment factory for a wage of $8 per month. Rising to the level of factory manager‚ Lai speculated his year-end bonus
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from the Board’s estimates. * Increased Consumer variation- Within Western Europe there are instances of country separation of important product factors. Consumers have differing tastes locally. * Steep competition- Firms like the Gap and Benetton were eagerly awaiting a chance to move on Inditex market share * High unemployment- High unemployment in their home markets makes it difficult to entice customers to spend. At this point Inditex is not acting in a manner consistent with slowing
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and act locally". As seen in the example of Coca Cola‚ this ability can be a source of competitive advantage by adapting sales promotion‚ distribution and customer service efforts to local needs. Other examples are Philip Morris‚ Harley Davidson‚ Benetton‚ all with different Global Marketing
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GRADUATE SCHOOL MASTER IN BUSINESS ADMINISTRATION DECISION MAKING & BUSINESS POLICY FORMULATION A Case Study: Salvatore Ferragamo‚ SpA I. BACKGROUND OF THE STUDY This case describes the history and present dilemma facing Wanda Ferragamo and her six children‚ all of whom are involved in the family business. The House of Ferragamo‚ a Florence-based maker of high quality Italian clothing and leather good‚ was founded by Salvatore Ferragamo. Throughout his 57-year career‚ he achieved
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Semiotics‚ Communication‚ and Cultural Theory: Basic Assumptions 1. Cultures are formed through language. Language is public‚ social‚ and communal‚ not private or personal. (If anyone used a private language‚ it would be very uninteresting to the rest of the world.) 2. Users of a common language form what is called a "speech community‚" though we use "speech" in this context to include many kinds of communication communities (subcultures‚ dialects‚ ethnic groups‚ social-class specific communities
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