UNIVERSITY OF JYVÄSKYLÄ School of Business and Economics SOCIAL CRM AND DIGITAL MARKETING COMMUNICATION IN B2B RELATIONSHIPS Marketing Master’s Thesis December 2011 Author: Marjo Himanen Instructor: Heikki Karjaluoto JYVÄSKYLÄ UNIVERSITY SCHOOL OF BUSINESS AND ECONOMICS Author Marjo Himanen Thesis Title Social CRM and Digital Marketing Communication in B2B Relationships Major Subject Object of the Study Marketing Master’s Thesis Month and Year Number of Pages December 2011 85 + appendices
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offering that allows the consumer/stakeholder to derive benefits particular to their needs/wants Services are products that we purchase and consume in ever-growing quantities; they range from restaurant meals to university education. In business markets‚ services include such things as cleaning and IT. The businesses that provide these services understand that delivering value and customer satisfaction are key to ensuring their businesses survive and flourish. Such is the importance and pervasiveness
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- All firms are price takers - All firms have a relatively small market share - Buyers know the nature of the product being sold and the prices charged by each firm. - The industry is characterised by freedom of entry and exit. Perfect competition is a theoretical market structure. It is primarily used as a benchmark against which other market structures are compared. The industry that best reflects perfect competition in real life is the
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The smoothie market › Smoothie market & PESTEL analysis › The market trends Situation and evolution of the offer Situation and evolution of the demand The micro environment: Porter’s five forces › The offer › The consumers: segmentation › The distribution channels The competitors › Competitors › Tropicana: the leader › Innocent: the precursor Offer’s description: Marketing Mix 2 Marketing strategy › Segmentation › Target/social style › Positionning
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SEGMENTATION‚ TARGETING AND POSITIONING One of the most important issues that high-tech firms wrestle with is the choice of an initial target market with their promising new technologies. The rationale behind segmenting markets and selecting a target is to identify groups of customers who share similar needs and buyer behaviour characteristics and who are responsive to the firm’s offering. Leading authors like Kotler present the organization as a value creation and delivery sequence. In its first
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Introduction 8 Accolades 9 Organizational Structure of PAPA JOHN’S 10 Franchise Terms 11 Situational Analysis: 12 Reason for such rapid growth of Fast Food industry in India: 12 Industry Analysis: 13 SWOT Analysis: 14 Product life cycle: 16 MARKET SHARE: 17 Marketing Strategies 17 Porter’s Five Forces: 20 PROBLEM DEFINITION 21 Sample and Research design: 22 INFORMATION NEEDS 22 Tools and Methods of Data Collection: 23 Data Processing and Analysis: 23 ANALYSIS & INTERPRETATION
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Explain the term ”management” in brief?– 2 marks Management is coordinating all the resources of an organization through the process of controlling‚ organising‚ motivating and planning (COMP) in order to achieve its goals. This process starts at the top and continues in more or less degree at every level of the organization. State any two characteristic features of management? Distinct activity: * Management is a distinct activity‚ which consists of communicating‚ organizing‚ motivating‚
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Segmentation bases are typically used by airlines The aviation industry has a well-defined differentiated market segmentation framework. Most major carriers flying domestic of international routes have the basic segments of economy‚ business and first class passengers. Usually the majority of the cabin seating is allocated to cost conscious economy class passengers. These seats are the least spacious‚ with food and beverages served on trolleys with a predetermined menu. Business class passengers
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CORE Phonological Segmentation Test- There were three parts for this assessment‚ part A-C. For all parts‚ I gave Landyn Lego pieces to use as manipulative. In part A‚ I read Landyn a sentence‚ and then I asked him to use a Lego piece to represent each word. He got 2/5 correct placing him in the Intensive category. He struggled with multi-syllable words by considered the syllables two separate words. In part B‚ I gave Landyn a word and asked him to represent each syllable with a Lego piece. He got
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different market segments and the Mauritian market is far from being spared by this harsh competition. Moreover since the last few years the Mauritian market for toothpaste as well as that for other dental products have gone trough an important growth due to increase awareness about oral health (island of Mauritius An analysis of the health situation 2007). So as as result the toothpaste market in Mauritius is a very dynamic one with lots of products which are bent on targeting different market segments
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