Strategic marketing and marketing strategy: domain‚ definition‚ fundamental issues and foundational premises Rajan Varadarajan Received: 20 April 2009 / Accepted: 24 September 2009 / Published online: 28 October 2009 # Academy of Marketing Science 2009 Abstract This paper proposes a domain statement for strategic marketing as a field of study and delineates certain issues fundamental to the field. It also proposes a definition for marketing strategy‚ the focal organizational strategy construct
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wash market‚ estimated at Rs 4.4 bn has recorded a negative growth of 3 per cent in 2003-04. Over 60 per cent of the market is dominated by bars‚ while dish wash powders accounts for 32 per cent. The penetration levels are‚ however‚ still very low. Product Categories 1. Powder – outdated category. The players in this category are Vim‚ Sabena‚ Odopic 2. Bar – largest category (60 to 70%). Vim has created the dishwash bar category in 1993. Till that time urban households used dishwash powders. The
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A Project Report on MARKETING AND SALES STRATEGIES OF ELFORA AGRO-INDUSTRIES PLC A Thesis Submitted to the School of Graduate Studies of Addis Ababa University in Partial Fulfillment of the Requirements for the Degree of Masters of Business Administration (MBA) in The Department of Management By: GETINET HAILU Under the Supervision of: Dr. Rakesh Belwal Assistant Professor‚ Faculty of Business & Economics Addis Ababa University July 2007 Addis Ababa Addis Ababa University School
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The Goal Of Sports Products‚ Inc. Case Study September 24‚ 2012 John Rapa Assessing the Goal of Sports Products‚ Inc. case study Introduction Sports Products Inc. is a large producer of boating... Premium * Assessing The Goals Of Sports Products Inc Assessing the Goals of Sports Products‚ Inc. Case Study Paper What should the management of Sports Products‚ Inc.‚ pursue as its overriding goal? Why What... Premium * Case Analysis: Assessing The Goal Of Sports Products‚ Inc. Case Analysis:
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Question 1) Why was McNeil’s new product proposal rejected? Should it have been? Explain. McNeils’ proposal was rejected because it did not meet the target return 15%‚ which was decided by Hubbard. However‚ the EVA is unfavorable under 15% return. Hubbard also states that a company like Enager should have a 12% return on EBIT. With this being said‚ McNeil’s proposal demonstrates a return of 13% (ROA = EBIT/Assets = $390‚000/$3‚000‚000)‚ and a favorable EVA will be provided under this return figure
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Module Code: MK0388 Module Title: Marketing Management and Strategy Distributed on: Week 6 Hand in Date: TBC Instructions on Assessment: The assessment has two parts: Group work (presentation and peer evaluation) contributes 25% of the overall mark The individual assignment contributes 75% of the overall mark Seminar activities (25%) Students will work in small groups within their seminar and make a number of presentations on their chosen organisation. Further information on
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Nucleon‚ Inc. Final Case Table of Contents I. Executive Summary……………………………………………………………………………………………………………………3 II. Strategy Identification……………………………………………………………………………………………………………..…4 ▪ Key Issues and Problems III. Strategy Evaluation…………………………………………………………………………………………………………………….4 ▪ Industry Analysis – Porter’s 5 Forces ▪ Market Positioning Graph (Figure 1) ▪ Competitor Analysis – VRIO (Table 1) IV. Strategic Option Development……………………………………..…………………………………………………………
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Marketing strategy Marketing strategy is a process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage. A marketing strategy should be centered around the key concept that customer satisfaction is the main goal. Marketing strategy is a method of focusing an organization ’s energies and resources on a course of action which can lead to increased sales and dominance of a targeted market
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Strategy‚ Process‚ Product‚ and Services Learning Team B has chosen to use the organization of Coca-Cola to evaluate the impact innovation and creativity can have. With this being such a large company‚ their marketing team has a vast array of possibilities to look into. Team B has chosen one of Coca-Cola’s current projects which is the company’s strategy of diving into the health conscious consumer. Along with this current marketing plan‚ another possible consideration of this organization that
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Company name: Gilligan Inc. Goods: A. Ipad 1. The New Ipad * Model Number: A1403 (EMC 2499) 2. Ipad 2 * Model Number: A1397 (EMC 2424) 1. Product descriptions (The New Ipad) The iPad 3rd Generation (Wi-Fi/Cellular‚ CDMA - Verizon/A-GPS‚ A1403) which some may choose to refer to as the "iPad 3 is a tablet computer for the web‚ e-mail‚ photos‚ video‚ music‚ gaming and more. The iPad 3rd Gen line is significantly more powerful and the focus has shifted more substantially
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