to build brands – a case study of two specialty stores Abstract Study was conducted basically on how experiential marketing (EM) can be useful in building a brand. The study also covered the impact of EM on repeat visit by customers; its acceptance based on gender & the reasons for repeat visits when compared to stores not using EM. Research was carried out at four specialty stores dealing in music and books in Mumbai‚ a financial capital of India. Of these‚ two were using EM. Questionnaire using
Premium Marketing
and interest creating activities which are generally short term marketing events other than advertsing‚personal selling‚ publicity and direct marketing.Kotler identified the function of sales promotion as to stimulate‚ motivate and influence the purchase and other desired behavioural response of the firm’s customers. Writing about sales promotion tools‚Prof Phillip Kotler observes sales promotion having these three distinctive
Premium Marketing Sales promotion Sales
Rogers Cable: First Time Right Program CASE STUDY ANSWER GUIDELINE A. Defining the Issue(s): -Eliminate the repeat effort currently required to successfully install and service customers during the 1st visit by Rogers Cable service technicians. B. Analyzing Case Data: (Option One) -1993 Canadian Telecommunication Act 1993 opened competition. -Cable companies have typically focused on growing rapidly. -Establishing a large subscriber base is key for pay-off to high investment cost
Premium Customer service Economics Customer
Customer Retention Strategies The easiest way to grow your customers is not to lose them The average business loses around 20 percent of its customers annually simply by failing to attend to customer relationships. In some industries this leakage is as high as 80 percent. The cost‚ in either case‚ is staggering‚ but few businesses truly understand the implications. Imagine two businesses‚ one that retains 90 percent of its customers‚ the other retaining 80 percent. If both add new customers
Premium Sales Customer service Customer relationship management
1985‚ the revenues from international sales increased to 40 percent in 2001. They realize that China‚ and India have been potential markets which purchase more wide-body jets than United States. Indeed‚ GE is more beneficial because the international revenues rise faster than domestic revenues. In addition‚ revenues from international sales will be generating 55-60 percent by 2012. General Electric Case Study Thanks to international markets‚ General Electric (GE) has created international revenues
Premium Latin United Kingdom United States
1. Why is Personal Selling important to the economy? Ans: Personal selling is where businesses use people to sell the product after meeting face-to-face with the customer. Personal selling is flexible and has many characteristics. For instance‚ the sales person can answer and overcome objection and focus on points of customer interests. Also‚ it builds relationships in the form of ensuring that buyers receive the appropriate service. Moreover‚ direct feedback‚ in this form of communication‚ the
Premium Sales
organizational purchase decision‚ the over-riding objective is to make the decision that is in the best interests of the firm. As a result‚ the emphasis in decision-making is on objectivity and maximizing utility. With these caveats in mind‚ the organizational buying process consists of seven steps‚ ranging from ‘need recognition’ to ‘post-purchase evaluation.’ 1. RECOGNITION OF NEED Need recognition can result in several ways. Internal stimuli that trigger need recognition and kick-off the purchase process
Premium Proposal Procurement Decision making
Worked Examples for Chapter 18 Example for Section 18.3 Computronics is a manufacturer of calculators‚ currently producing 200 per week. One component for every calculator is a liquid crystal display (LCD)‚ which the company purchases from Displays‚ Inc. (DI) for $1 per LCD. Computronics management wants to avoid any shortage of LCDs‚ since this would disrupt production‚ so DI guarantees a delivery time of 1/2 week on each order. The placement of each order is estimated to require 1 hour of
Premium Economic order quantity Marginal cost Cost
and consumer/brand loyalty results the same. For practicing managers and marketers it is important to note that there is a need to update their understanding of the nature and role of brand awareness on convenience products which has random switch purchase behavior and low-involvement. In the current era‚ marketers must develop branding strategies for commodity-products such as milk packaged brands by investing and strengthening its supply chain system‚ to create and increase brand awareness for the
Premium Brand
business strategy: he produces approximately 3 times more books annually than comparable authors and employs unconventional advertising tactics. Patterson’s unique writing style and use of co-authors to write more books has proven to be successful‚ generating annual book sales of $120 million. Using his advertising background‚ Patterson has turned his name as an author into a well-known brand. Patterson built his empire by finding a successful method and using it consistently. Each of his books
Premium Literature 1922