Kaynak‚ E. (1997)‚ "Markets of a single customer: exploiting conceptual developments in market segmentation"‚ European Journal of Marketing‚ Vol [4] Kotler‚ P. (2003)‚ ‘Marketing Management’‚ 11th ed.‚ Prentice-Hall‚ Upper Saddle River‚ NJ. [5] Kotler P (1991)‚ ‘Marketing Management’ 7th ed‚ Englewood Cliffs‚ New Jersey: Prentice- Hall. [6] Kotler‚ P. (2000)‚ ‘Marketing Management’‚ 11th ed.‚ Pearson Education‚ Inc.‚ NJ. [7] Linneman‚ R.E.‚ Stanton‚ J.L. (1992)‚ ‘Making Niche Marketing Work: How
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LONDON SCHOOL OF COMMERCE COLOMBO CAMPUS SRI LANKA MBA FOR EXECUTIVES MODULE ASSIGNMENT : MARKETING MANAGEMENT Student Name: MAHESH UDUGAM KORALALAGE Student Registration No.: 0030nlnl0912 Module Lecturer: Khaldoun Dia-Eddine Module Tutor: Wimarshana Wijesuriya Date Submitted: 25.10.2012 Total Word Count: 2‚121 (Excluding references – Annex 1) “Gillette Fusion ProGlide Power” Razor in Sri Lanka 1. Executive Summary Gillete is the dominant market
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Contents Overview 3 1.0 Examine the importance of marketing within the company and consider the part it has played in the overall success of the company 3 2.0 Critically analyse the strategies adopted by the company in recent years (focusing on STP‚ product/market development‚ and competitive positioning) 4 2.1 Segmentation‚ targeting and positioning. 4 2.1.1 Geographic segmentation 4 2.1.2 Psychographic segmentation 4 2.1.3 Buyer Behaviour segmentation 5 3.0 Discuss the importance of
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TABLE OF CONTENTS I. Background of the Case 3 II. Statement of the Problem 4 III. Goals and Objectives 4 IV. Areas of Consideration (Analysis ad Assumptions) 4 a. SWOT Analysis 4 b. STP (Segmentation‚ Target‚ Positioning) 5 c. 4 P’s 5 d. Ethical Issues in Marketing Communications 8 V. Decision Criteria 9 a. Ease of implementation 9 b. Sustainability 9 c. Marketing Costs 9 d. Brand Awareness and Credibility 10 VI. Alternative Courses Action: 10 1. Do Nothing 10 2. Re-brand the product with another
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assessment of the current market presence‚ financial trends and the overall demographic trends in the region is done to analyze the situation and to provide feasible alternatives. Best Buy should use the formula “segmentation‚ targeting‚ positioning (STP)” which are the essence of strategic marketing. It should provide value through specific product features‚ prices and distribution. In
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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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21/02/2013 21-Feb-13 | 1 International Marketing IB Marketing for E&BE Marketing A&c Lecture 3 (International) Market Segmentation › Department of Marketing › Prof. Dr. Peter Verhoef 21-Feb-13 | 2 Agenda › › › › Short recap Culture as external force (International) Market Research issues (International) Market segmentation “There are 3 kinds of companies: those who make things happen‚ those who watch things happen‚ and those who wonder what’s happened.” 1 21/02/2013
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marketing and pricing strategies. The process of designing and implementing an effective and strategic pricing structure needs a deep understanding and knowledge of the consumer psychology and a successful pattern of setting‚ adapting and changing prices (Kotler & Keller‚ 2009). As a center to develop upcoming younger players‚ the franchise owner has an objective of making money from his baseball operations in the city. By having a successful financial breakthrough‚ the team will be able to finance
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proposal to eliminate STP On behalf of all the regional sales managers and the salespersons in TeknoSport‚ I would like to put forth this request to kindly review the pending decision to eliminate the legendary TeknoSport’s Sales training programme(STP). Being part of the business for a long time‚ and from the rich ground work experience that we all believe we have‚ we feel that STP has been at the forefront of pitching TeknoSport into a position that it enjoys right now. STP has been an integral
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INTRODUCTION After a rapid development over the past 10 years‚ the music market is currently undergoing significant changes. These changes are caused not only by marketing competition but also by the challenges from external marketing environment. The entertainment industry kept growing for years and as the business grew‚ the competition also increased. There has also been an increase in the sales of music online. Selling online made it cheaper for customers and as a result many preferred to buy
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