Unit 1 – i Introduction to Marketing 1 About Me… b Professor Mark Runge markrunge.rmit@gmail.com k it@ il Cell # by request Office hours are by appointment 2 Class Structure The course will be structured as follows – I will lecture for the first part of class I will then assign discussion questions for groups to answer. You will have 20min to formulate your answers. You will then share these answers with the class. 3 Assessment Assignment 1: A
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importance of internal marketing in service product development. The first part of this essay will discuss the origin and growth of the concept of internal marketing. Then it will focus on the benefits of internal marketing. In the later part‚ it will demonstrate a specific case‚ Mary Kay‚ which has successfully implemented internal marketing. It shall first briefly introduce fuzzy sets and related concepts. The concept of internal marketing originally emerged from the services marketing literature (Berry
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of marketing be sequential in nature? Answer: Introduction: The main purpose of marketing management is to direct those activities by which the marketing goals can be achieved. According to Cundiff & Still “To achieve the marketing objective-planning‚ organization‚ coordination & control is necessary. Whether he is a marketing manager‚ industrial middlemen or consumer retailer each &every one has to do planning‚ organization & control of activities to achieve the marketing goals
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What is Marketing? What is marketing? If you were to have asked me that question before I started this class‚ I would have likely answered that marketing is “advertising and selling products”. I now realize that advertising and selling makes up only a portion of marketing and that there are other components as well. Listed below are other components in marketing: • Identifying and understanding customer’s wants and needs • Understanding the marketplace • Customer-driven marketing strategy
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Prepared for: Ms. Doti Chee (Lecturer) Marketing Principle Banking Academy of Vietnam‚ Hanoi BTEC HND in Business (Finance) Prepared by: NGUYEN HOANG LY Registration No.: F05 131 (F05B) Feb‚ 2013 Table of Contents EXECUTIVE SUMMARY 5 INTRODUCTION 6 MAIN BODY 7 1.1. Explain the various elements of the marketing process 7 1.1.1. Situation analysis 7 1.1.2. Marketing Strategy 8 1.1.2.1. Poter’s five forces 8
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The marketing mix in marketing strategy: Product‚ Price‚ Place and Promotion The marketing mix is the set of controllable‚ tactical marketing tools that a company uses to produce a desired response from its target market. It consists of everything that a company can do to influence demand for its product. It is also a tool to help marketing planning and execution. The four Ps of marketing: product‚ price‚ place and promotion. The marketing mix can be divided into four groups of variables commonly
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Strategic Planning Business Unit Strategic Planning • SWOT Analysis – External Environment Analysis (Opportunity and Threat Analysis) • Marketing Opportunity – Buying opportunity more convenient or efficient – Meet the need for more information and advice – Customize an offering that was previously only available in standard form Business Unit Strategic Planning – Marketing Opportunity Analysis (MOA) • Can the benefits be articulated to a target market? • Can the target market be reached with cost-effective
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MARKETING APPLICATIONS OF INTERNET MARKETING Internet-based media offer a range of opportunities for marketing products and services across the purchase cycle. Organizations can use online communications such as their websites‚ third-party websites and email marketing as means of: • An advertising medium. For example‚ BP plc and its subsidiary companies‚ such as Castrol Limited‚ uses large-format display or interactive ads on media sites to create awareness of brands and products such as fuels
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quality take-away food market. This will be accomplished by comparing two food service companies with a similar strategy – Crust Gourmet Pizza Bars and Real Burger World (RBW) - ended up with remarkably different results from the following aspects; marketing strategy‚ the environment‚ consumer behavior and target market and positioning. MARKET STRATEGY The foundation of both Crust and RBW was animated by a similar desire to provide a gourmet or higher quality take away food in the competitive fast
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PART A: Consumer Segments 1) The inexperienced high school sports team - ranges from 13-18 years old - low usage/travel rates - no/unsubstantial loyalty status - require more customer assistance due to unfamiliarity of traveling alone - seeks great value for low budget As these customers don’t travel often‚ WestJet has to look for ways to target this segment other than with loyalty programs. With many high schools facing budget cuts (Yakima Herald)‚ sport departments will be looking for lower airfare
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