Integrated Marketing Communications Brief Margaret Nicholson Keller Gradate School Professor: Timothy Schauer 2/15/15 Course: MKTG-522-20775 Why are we developing a new IMC campaign? J. C. Penney was founded by a successful retail businessman from Missouri named James Cash Penney. Penney had a deep respect for customers and wanted to create stores that was ran with honesty. J. C. Penney Company is a nationwide chain of stores that sells a wide variety of products (JC Penney 2013). Up until
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PowerPoint to accompany Chapter 7 Market segmentation‚ targeting and positioning Philip Kotler‚ Stewart Adam‚ Linden Brown & Gary Armstrong Kotler‚ Brown‚ Adam & Armstrong: International Marketing 3e © 2006 Pearson Education Australia Markets Chapter objectives 1. Explain market segmentation‚ and identify several possible bases for segmenting markets. 2. Distinguish between the requirements for effective segmentation: measurability‚ accessibility‚ substantiality‚ actionability. 3. Outline
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Bibliography: Literature: Armstrong‚ Gary & Kotler‚ Philip (2005) Marketing: An Introduction Upper Saddle River‚ N.J - Dibb‚ Sally and Simkin‚ Lyndon (1996) The market segmentation workbook: Target marketing for marketing managers Routledge‚ London - Gunter‚ Barrie and Adrian Furnham (1992) Consumer profiles: An introduction to psychographics Routledge‚ London‚ 1992 - Kotler‚ Philip & Keller‚ Kevin Lane (2009) Marketing Management Pearson Education International
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and Controls- Process‚ types of control techniques- Marketing Audit- Marketing Ethics‚ internet Marketing‚ e commerce. Books Recommended 1. Marketing Management- Philip Kotler‚ Pearson Education 2. Marketing Management- Philip Kotler and Kevin Lane Keller‚ Pearson Education 3. Fundamentals of Marketing-Stanton. 4. Marketing Management – Rajan Saxena‚ Tata McGraw Hill 5. Marketing Management- S. Ramaswamy and S. Namakumari‚ McMillan
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TMA 1 – BMK501-Marketing Management Case Study Analysis I. EXECUTIVE SUMMARY The shift in consumers’ behavior and attitudes today is attributed to a number of important global developments. Chief amongst those are the changing demographics as we head towards an increasingly aging population while at the same time we are witnessing the rise of a new consumer group - the “Generation Y” or the Millennials that threaten to dictate the new rules in buying and doing business. Notably too
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1 SYLLABUS SUBJECT MARKETING STRATEGY TEACHER BOGDAN WIERZBIŃSKI (PHD) COURSE DESCRIPTION The main objective of this course is to deliver a wider knowledge about managing the markets and products with special focus on emerging markets. During the lessons student will work on case studies and they will solve marketing problems which arise from business circumstances. Students deal with business process of competitive strategy building in the context of main goals achieving. LEARNING OUTCOMES
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sales‚ this also means that there is a gap in the market (Kotler 362). Market-nichers avoid large markets and try to be the leader in a small market or niche. Nichers have three tasks: creating niches‚ expanding niches‚ and protecting niches. Multiple niching is preferable to single niching. In this essay I will identify three "nichers" (firms and/or brands) and explain why they are "nichers" based upon the criteria in the chapter (Kotler 363). A niche is a more narrowly defined customer group
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References: Kotler‚ Philip– the Marketing Management Analysis; planning‚ implementation‚ and control. Eighth -edition. New Jersey: Prentice-Hall‚ Inc. 1994‚ p. 239.
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18 june 2012. Kotler bàn về tiếp thị. retrieved from http://chienluocmarketingvn.wordpress.com/tag/kotler-ban-v%E1%BB%81-ti%E1%BA%BFp-th%E1%BB%8B/. V.Hoang (sep 06‚2011). Nordstrom và bí quyết đánh bại đối thủ. Retrieved from http://business.vnmic.com/news/Bai-hoc/Nordstrom-va-bi-quyet-danh-bai-doi-thu-2145/#
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the competition); Sales (sales-driven businesses focus on selling the product they manufacture); and Marketing (a marketing-driven business directs its efforts to search for a product or service that suits customer needs and provides them with it) Kotler and Keller (2001). Today‚ these four types of business orientations have been surpassed by a new concept: Market Orientation. “The conceptual and application differences between the expressions market-oriented and marketing-oriented organizations
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