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    Chapter 1 Marketing Creating and Capturing Customer Value 1) According to the five-step model of the marketing process‚ the first step in marketing is ________. A) capturing value from customers to create profits and customer equity B) constructing an integrated marketing program that delivers superior value C) building profitable relationships and creating customer delight D) understanding the marketplace and customer needs and wants E) designing a customer-driven marketing strategy Answer D

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    POLYTECHNIC UNIVERSITY OF THE PHILIPPINES COLLEGE OF BUSINESS ADMINISTRATION DEPARTMENT OF MARKETING STA. MESA‚ MANILA BibingTOPS A Marketing Plan BSBA-MM 4-6N Submitted to Prof. Perla Patriarca Department of Marketing Submitted by Alviso‚ Vi-an R. Banastas‚ Rechelle Ann A. Dumael‚ Rosie L. Layosa‚ Julie Ann Llanes‚ Reziel B. Narciso‚ Princess Sarah Palo-ay‚ John Ian N. Sorio‚ Marife R. Sumalabe‚ Nino Robert L. I. EXECUTIVE SUMMARY Introduction

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    [pic] Submitted By: Mohamed Aazam Gaffar Submitted To: Mrs. Inoka Gunarathne Module Title: Marketing Principles Assignment Title: Individual Assignment Date Due: 05th of April 2012 International College of Business & Technology Table of Content Table of Content 2 1.0 Exucutive Summary 4 2.0Swot Analysis 5 2.1Strengths 5 2.2Weaknesses 5 2.3Oppurtinities 6 2.4Threats 6 3.0Pest Analysis 7 3.1 Political 7 3.2 Economical

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    [online]‚ Starbucks Corporation‚ 21 June Daniels‚ C. (2007) “Coffee Maker Brews Fans”‚ Fast Company‚ Jul/Aug‚ pp.25 Dickinson‚ H Economist (2007) “Brand Management: Trouble Brewing”‚ The Economist‚ 3rd March Godsell‚ M Holmes‚ S. (2005) Strong Lattes‚ Sour Notes at Starbucks‚ Business Week [online]‚ 20 June‚ Available from: Holmes‚ S. (2006) “What’s behind Starbuck’s Price Hike?”‚ Business Week [online]‚ 22 September‚ Available from: Interbrand (2006) Best Global Brands 2006: A ranking by brand value

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    Sally Jameson: Valuing Stock Options in a Compensation Package (Abridged) Sally Jameson‚ a second-year MBA student at Harvard Business School‚ was thrilled but confused. It was late May 1992‚ graduation was approaching‚ and she had finally landed the job of her choice. She had just finished an early morning telephone conversation with Bob Marks‚ the MBA recruiting coordinator at Telstar Communications‚ a large‚ publicly held multinational company. Mr. Mark had offered Ms. Jameson a unique position

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    ¬ In the 19th centaury Darwin claimed that women have been subordinate since the beginning of time. With this in mind‚ Darwin’s theory on evolution was very influential on many individuals not only because it changed the way individuals thought about species‚ but also changed their own perspectives on gender and its limitations. As a matter of fact‚ Darwin’s perspective over evolution has had an enormous impact on Kenneth P. Oakley. Consequently‚ Oakley takes Darwin theory of evolution and adds

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    Marketing in a Complex World Unit 3 Understanding the Marketing Environment Prepared for the Course Team by Haider Ali‚ P.K. Viswanathan and Tony Stapleton Masters CORE COURSE TEAM Andrew Lindridge‚ Course Team Chair and Author Josie Woods‚ Course and Award Manager Haider Ali‚ Author Sally Dibb‚ Author‚ Course Team Member Jeanne Barby‚ Course Team Assistant Vyv Pettler Gareth Stone External assessor Professor Malcolm McDonald‚ Cranfield University External examiner Professor

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    Global MKTG 1064 Lecture One: INTRODUCTION TO GLOBAL MARKETING JAN 2013 Semester 1-1 LEARNING OUTCOMES OF THE COURSE (READ YOUR COURSE GUIDE !!!) 1-2 ASSIGNMENT: GROUP REPORT (50%) (3000- 5000 word Marketing Plan/ Feasibility Study) Note: make sure the proportion of content that you write matches the marks distribution 1-3 PREPARING FOR THE GM PROJECT REPORT 1. The project must be researched progressively- last minute work would lead to poor grades 2. You have been

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    Authors xvi 1. Introduction: Marketing for Hospitality and Tourism CHAPTER OBJECTIVES CUSTOMER ORIENTATION WHAT IS HOSPITALITY AND TOURISM MARKETING? MARKETING IN THE HOSPITALITY INDUSTRY Importance of Marketing Tourism Marketing MARKETING HIGHLIGHT 1-1 Needs‚ Wants‚ and Demands Products Value‚ Satisfaction‚ and Quality Exchange‚ Transactions‚ and Relationships Markets MARKETING HIGHLIGHT 1-2: UNDESIRABLE CUSTOMERS Marketing MARKETING MANAGEMENT MARKETING MANAGEMENT PHILOSOPHIES Manufacturing

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    six times higher than the costs of retaining old ones 5. Which of these is not part of the marketing concept? Matching competitors’ offering 6. What is the purpose of production orientation focus? The purpose of the organisation is to manufacture the highest quality products 7. Which of these is not a feature of a market driven business? They stick with the same products 8. Why do marketing-orientated companies attempt to create customer value? In order to attract and retain customers

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