drink since 1964. It was then Coke’s decision to risk brand equity under the Coca-Cola trademark and introduce the Diet Coke‚ which has been immensely successful. Most businesses would define their primary capital as their brand (Jones and Morgan‚ 1994). A company such as Virgin is an example. Starting with an audio recoding mail order business to launching the airlines in 1980s (now with a revenue of 2.740bn)‚ it is one of the boldest brand extensions in history. There were numerous speculations
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TASK A INTRODUCTION The product name Apple was originated from two mutual interests’ friends Steve Jobs and Steve Wozniak. The development of the company in the 1070s “Apple” was a step ahead of most computers of the time featuring a use of television as a display system of watching and a cassette interface for listening and recording programs. Apple Inc. is mainly a special design‚ a market mobile for media and communication device personal hands computer‚ digital music player‚ and the production
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consumer categorization processes"‚ Journal of Marketing‚ Vol. 46‚ pp. 60-72. Kim‚ J.‚ Forsythe‚ S.‚ Gu‚ Q. & Moon‚ S. K. (2002)‚ "Cross-cultural consumer values‚ needs and purchase behaviour"‚ Journal of Consumer Marketing‚ Vol. 19‚ No. 6‚ pp.481-502. Kotler‚ P. (2000)‚ Marketing Management: The Millennium Edition‚ New Jersey: Prentice Hall. Langer‚ J. (1997)‚ "What consumers wish brand managers knew"‚ Journal of Advertising Research‚ Vol. 37‚ No. 6‚ pp. 206-19. Leiss‚ W.‚ Kline‚ S. & Jhally‚ S. (1986)
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was Wal-Mart which exceeded its competitors such as General Motors and Exxon. This also establishes the importance which retail and other service related businesses require instead of purely manufacturing oriented multinational enterprises (MNEs). Kotler & Armstrong (2004) argues that international retailers are entering foreign markets to increase revenues and customer basis. This all brings a lot of risk and companies who are not prepared to administer risk gets disappeared. Narver &
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Corsico‚ F. (1994)‚ “Urban Marketing‚ a Tool for Cities and for Business Enterprises‚ a Condition for Property Development‚ a Challenge for Urban Planning”‚ in Urban Marketing in Europe - International Conference‚ Ave‚ G. and Corsico; f. (eds.)‚ Torino Incontra‚ Torino. d’Angella‚ Francesca‚ Go‚ M.‚ Frank (2009)‚ “Tale of two cities’ collaborative tourism marketing: Towards a theory of destination stakeholder assessment”‚ Tourism Management‚ no. 30‚ pp. 429–440. Friedrichs J.‚ Dangschat J.‚ 1994‚ “Hamburg:
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which is based on manufacturing industries‚ but relatively less attention has been given to services (Edget 1994‚ Jones 1995‚ Kelly & Storey 2000). Although product development is a prerequisite for satisfying tourists needs and changing demands as well as insuring the profitability of the industry‚ new-product development in tourism
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consist of three behavioral components‚ each of which involves market intelligence generation‚ dissemination‚ and managerial action 770 that lie either inside or outside the scope of the marketing department (Kotler‚ 1997) Berry (1980) and Berry and Parasuraman (1991) Morgan and Hunt (1994‚ p. 23)
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or corporate culture. From this approach‚ market orientation is ‘‘one of the several strategic orientations that an organization may posses’’ (Noble et al.‚ 2002). Also‚ market orientation has been defined by Narver and Slater (1990) as well as Day (1994) as a corporate culture. They perceive market orientation as inter-functional coordination of the market information and focus on three components: consumer orientation‚ competitor orientation and inter-functional coordination. In this sense‚ they
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“Essay topic 2 dvertisements that engage consumers on emotional levels will be most effective. Discuss.” Discuss - “Talk or write about (a topic) in detail‚ taking into account different ideas and opinions” Advertisements that engage consumers on emotional levels will be most effective. Discuss. Skeleton reading list: Albers-Miller N D and Stafford M (1999) An international analysis of emotional and rational appeals in services versus goods advertising Journal of Consumer Marketing Vol 16 No
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prevalent and indispensable element of marketing theory and operational marketing management. The majority of marketing practitioners consider the Mix as the toolkit of transaction marketing and archetype for operational marketing planning (Grönroos 1994). While empirical evidence on the exact role and contribution of the Mix to the success of commercial organizations is very limited‚ several studies confirm that the 4Ps Mix is indeed the trusted conceptual platform of practitioners dealing with
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