Marketing Report on KM Furniture 8th December‚ 2012 Assumptions * KM has to develop new product for the nursery market. * The nursery ages three to five Table of contents 1. Introduction 4 2. Assessment of the external operating environment 5 2.1 PEST analysis 5 2.1.1 Implications of PEST analysis 6 2.2 SWOT Analysis 7 2.2.1 Implications of SWOT analysis 8 3. Consumer audit 8 3.1 Buying centre 9 3.2 The organisational decision-making process
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‘philosophy’ (Morgan‚ 1996); c) ‘concept’ (Kotler and Armstrong‚ 2008). Even the Lithuanian authors‚ who wrote the first university book on marketing‚ professors Pranulis‚ Pajuodis‚ Virvilaite and Urbonavicius (1999‚ 2000 and 2008) have used the Lithuanian counterpart word ‘orientation’. Following this broad tendency of the term ‘orientation’ usage‚ here‚ in this article‚ the choice of the ‘orientation’ term will be applied. The renowned American professors Kotler and Armstrong (2008‚ pp.9-12) indicated
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cy.pdf (April 2‚ 2011) Keller‚ K.L.‚ (1993). Conceptualising‚ Measuring‚ and Managing Customer-Based Brand Equity. Journal of Marketing‚ 57(1)‚ 1-22 Kotler‚ P. and Pfoertsch‚ W.‚ (2007). Being known or being one of many: the need for brand management for business-to-business companies. Journal of Business and Industrial Marketing‚ 22‚ 357-362 Kotler‚ P. and Pfoertsh‚ W.‚ (2006). B2B Brand Management. Springer Publications Ltd Kuhn‚ K.A.‚ Alpertf‚ F. and Pope‚ N.‚ (2006). An application of Keller’s
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References: DeMers‚ J. (2013‚ October 31). The top 7 technology trends that will dominate 2014. Retrieved from http://www.forbes.com/sites/jaysondemers/2013/10/31/the-top-7-technology-trends- that-will-dominate-2014? Gerard‚ M Kotler‚ P.‚ & Keller‚ K. L. (2012). Marketing Management (14th ed.). Upper Saddle River‚ NJ: Pearson Prentice Hall. Lovering‚ C. (2014). Competitive pricing strategy. Retrieved from http://smallbusiness.chron.com/competitive-pricing-strategy-59220.html
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Contents Executive summary 2 1.0 Introduction 3 1.1 Research Objective 3 1.2 Research Question 3 1.3 Literature Review 3 1.3.1 Brand Positioning help Smartphone Company gain the market share 4 1.3.2 Apple use the brand positioning to gain the market share 4 1.3.3 Positioning strategy based on Competitors 5 1.3.4 Samsung uses the brand positioning to overtake the Apple to become the market leaders. 5 1.3.5 Samsung using the emotional branding to overtake Apple 6 Research method
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strategies successfully. Insofar as psychographic segmentation was concerned‚ its customers tended to be strivers who were trendy and fun loving people: they favored stylish products that emulated the purchases of those with greater material wealth (Kotler & Keller‚ 2012). With this well-defined target market‚ IKEA was able to execute its product and price strategy which enabled it to offer tasteful furniture at low prices. Cost-effectiveness was a major contributing factor to IKEA’s success
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References: Armstrong‚ Adam‚ Denize &Kotler. (2012). Principle of Marketing(5th edn). Frenchs Forest‚ NSW: Pearson Austrulia. Hallowell‚ B. (2014)‚ A Strange Ingredient Was Just Found in Some Cadbury Chocolate That’s a Real Problem for Muslims‚ http://www.theblaze.com‚ accessed January 31‚
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MM4751 MARKETING STRATEGY Lecture LTL001: Monday‚ BC311 8:30am~11:30am LTL002: Thursday‚ M106 8:30am~11:30am LTL003: Friday‚ M106 15:30pm~18:30pm LEVEL 3 CREDITS 3 Lecturer: Sherman Lam Office/Tel/email: M809‚ 2766-4020‚ sherman.lam@polyu.edu.hk Office Hours: by appointment COMPONENT WEIGHTING: 1. Examination 50%‚ (Min passing grade D) 2. Course work 50%. (Min passing grade D) Components of Continuous Course Work Assessment (CA) % of Total I. Group Project Presentation 20%
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price‚ place‚ and promotion (Kotler & Keller‚ 2006). When creating a mix‚ a company must keep their target market in mind. The company must also understand the needs of the customer‚ then create marketing strategies that will satisfy the demand. The marketing mix should also meet or exceed the goals of that company. Product is the element in the marketing mix that will define to the target customers what about the company’s product that meets the customer’s needs (Kotler & Keller‚ 2006). This particular
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Place and Promotion’ also referred to as the Marketing Mix (McCarthy‚ 1960). Since its inception it is has received acclaim but continues to encounter strong criticism. Its growing list of shortfalls begins with the limitations and inflexibility (Kotler & Keller‚ 2012‚ p. 12) of the 4 P’s. These limitations include many areas that were not catered for in the 4P’s. One example was that the Bottom of Pyramid (BOP) businesses in the new and emerging markets of countries such as Africa‚ India as stated
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