Honours Dissertation – MKT10932 Dissertation Outline Student Name : | Huen Ho Ki | Matriculation Number : | 40073098 | Title: | A study of building and measuring brand equity in hospitality industry | Comments: | | Mark( /25) | Marked by : | Date : | Background to the Study and Overall Research Aim: If growing brand equity is the key to future business success‚ it makes sense that one should have a way to quantify and measure such equity. (Keller‚ 1997‚ pp.372-379)
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(Refer to Appendix 4) Positioning map allows organization to compare themselves against their competitors and identify their respective position in the map (Lovelock‚ C‚ H.‚ Patterson‚ P‚ G.‚ and Wirtz‚ J.‚ 2011). -Physical Evidence and Servicescape A servicescape is to cultivate a concept where the physical environment makes an impact on a service process (Booms and Bitner‚ 1981) 4.2 Flower of Service (Refer to Appendix 2) The core service product is ‘what’ the customer is fundamentally buying
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Australasian Marketing Journal 18 (2010) 41–47 Contents lists available at ScienceDirect Australasian Marketing Journal journal homepage: www.elsevier.com/locate/amj How the local competition defeated a global brand: The case of Starbucks Paul G. Patterson *‚ Jane Scott‚ Mark D. Uncles School of Marketing‚ Australian School of Business‚ University of NSW‚ Sydney‚ NSW 2052‚ Australia a r t i c l e i n f o a b s t r a c t Americanised the coffee tradition. Keywords: Service
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| | |Services Marketing in Theme Parks | |MGMT E-6020 | Fall 2011 | |
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com/marketing-advertising/marketing-techniques. [Accessed on 09/11/11] • wikianswers.com/strategy[Accessed on 10/11/11] • wikiwealth.com/swotanalysis[Accessed on 11/11/11] • wikiswot.com/swot/bkc[Accessed on 21/11/11] • marketingteacher.com/swot/burgerking-swot.html[Accessed on 22/11/11] • scribd.com/doc/burger-king-swot-analysis[Accessed on 24/11/11]
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Introduction Operations management concerns with managing of resources that directly produce the organization’s service or product. These resources are brought together by a series of processes so that they are utilized to deliver the primary service or product of the organization. Thus‚ operation is concerned with managing resources through transformation processes to deliver service or products. (Rowbotham‚ Galloway and Azhashemi‚ 2007) With an effective operation management‚ cost could be reduced
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Introduction In a competitive market‚ a business’s main purpose is to create value for customers‚ because it is basically the consumer who essentially determines what a business is‚ even the future success of a business (Karl‚ 2009). For service marketing‚ which is the form of marketing focuses on processes deeds and performances‚ service quality is only way for customers to evaluate their experiences (Susamoo‚ 2012). Hence‚ the service quality is one of the most important factors that any service
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situations where consumers exhibit habitual purchase behaviour. 47. A capture strategy is: A. marketing communications that are used to capture the consumer’s attention. B. capturing the consumer’s attention by using different tactics in the servicescape environment. C. used by marketers when the brand is in the target market’s evoked set and consumers engage in limited decision making. D. used by marketers when the brand is in the target market’s inert set and consumers engage in limited decision
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Topic 1: Introduction to Operations Management Operations - The part of a business organization that is responsible for producing goods and services Operations Management - management of systems or processes that create goods and/or provide services - Science and art of ensuring that goods and services are created and delivered successfully to customers Operations Managers - make decisions regarding the operations function and its connection with other functions - plan and control the production
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A.‚ Crowley‚ A.E.‚ Hasty‚ R.W.‚ 1983. The effects of color in store design. Bitner‚ M.J.‚ 1990. Evaluating service encounters: the effects of physical surroundings and employee responses. Journal of Marketing 54 (2)‚ 69–82. Bitner‚ M.J.‚ 1992. Servicescapes: the impact of physical surroundings on customers and employees. Journal of Marketing 56 (2)‚ 57–71. Bruner II‚ G.C.‚ Hensel‚ P.J.‚ 1992. Marketing Scales Handbook: A Compilation of Multi-Item Measures Calder‚ B.J.‚ Phillips‚ L.W.‚ Tybout‚ A.M
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