This article was downloaded by: [University of Bristol] On: 24 November 2012‚ At: 07:48 Publisher: Routledge Informa Ltd Registered in England and Wales Registered Number: 1072954 Registered office: Mortimer House‚ 37-41 Mortimer Street‚ London W1T 3JH‚ UK International Journal of Cultural Policy Publication details‚ including instructions for authors and subscription information: http://www.tandfonline.com/loi/gcul20 A STRATEGIC LOGIC FOR ARTS MARKETING Miranda Boorsma a a Department
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niche brand that makes cars for a small and distinctive segment of automobile buyers. “ The Porsche brand was created in 1931 by Ferdinand Porsche the man known for making the original Volkswagen Beetle one of the successful car designs of all time”(Kotler & Armstrong‚2010). Porsche began selling under its own name in the 1950’s‚ but not many cars were sold. The Porsche was considered a car for show and pleasure not a need. I will discuss how Porsche is a car purchase for show for mostly wealthy
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Target Market Paper MKT/571 Segmentation and Target Market Paper To obtain success‚ and then retain success‚ organizations need to determine which market segments to focus (Kotler & Keller‚ 2012). Additional consideration is necessary to ensure that the organization can effectively serve this market segment. According to Kotler and Keller (2012)‚ the finest marketing plans identify and embrace segment differentiation by determining the demographic‚ psychographic‚ geographic‚ and behavioral characteristics
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celebrities to entice customers into brand followers and leaders. Online social networking has become the harness for marketers to use to pass along company-developed products and services or audio‚ video‚ or written information to other online users (Kotler & Keller‚ 2012). Buzz advertising depend on word of mouth and the willingness of a demographic to proxy s/he with a particular social environment. One of the dangers of buzz advertising is when opinion leaders and spokesperson exhibit behavior not
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such as Brien and Stafford (1968)‚ Proctor (1991)‚ Talvinen (1995)‚ Burns and Bush (1995)‚ and Kotler (1991‚ 2003)‚ among others. Thus‚ Proctor (1991) defined the MKIS as a system that examines and collects data from the environment; that uses data for the operations and transactions within the company‚ and that filters‚ organizes‚ and selects data to present them for business purposes. According to Kotler (2003) and Bums and Bush (1995) defined the MKIS as a consistent system of people‚ equipment
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to pursue goals that are beneficial to the society in one way or other. It also refers to the commitment and dedication of a firm to contribute to the society’s economic development for the betterment of the community. Definition According to Kotler et al (2005‚ pp.3)‚ “Corporate social responsibility is a commitment to improve community well-being through discretionary business practice and contribution of corporate resources”. This statement shows that CSR is a voluntary commitment made by
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excellent employer for their employees. Google’s ten part philosophy includes values such as “You can make money without doing evil” and “Focus on doing one thing really‚ really well” (Kotler & Keller‚ 2012‚ p.38). The firm’s mission is to “organize the world’s information and make it universally accessible and useful” (Kotler & Keller‚ 2012‚ p. 30). It’s important to Google that users find their products and services useful because the more utility end users find in their products‚ the more they will
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Brand equity can be defined as the added value awarded on products and services. It may be reflected in the way consumers think‚ feel‚ and act with respect to the brand‚ as well as in the prices‚ market share‚ and profitability the brand commands (Kotler & Keller‚ 2009). Additionally‚ Brand equity is an intangible asset built up by a company overtime by building awareness‚ having a well-known name or a clear identity‚ consistent communications‚ marketing to the consumer‚ acting socially responsible
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Marketing environment analysis for chinese christmas decoration industry Based on the article T (2009) The Guardian 15 August p 33‚ which written by Branigan. The article outlined that after the global financial crisis‚ Chinese Christmas decoration industry has entered a low. The details to visit the website “http://www.guardian.co.uk/business/2009/aug/14/china-exports-christmas-toys” Mainly factor of this situation is the main customer from European and American decline to import such kind of stuffs
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Introduction In producing and marketing a new product‚ most companies research the buying decisions of the consumer to find; what consumers buy‚ where they buy it‚ how and in what quantity they buy‚ when and why they buy. The model in Figure 1‚ as found in Kotler et al (2005)‚ shows the stages that the consumers pass through to reach a buying decision (see Appendix 1). The five stages are need recognition‚ information search‚ evaluation of the alternatives‚ purchase decision and postpurchase behavior. In marketing
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