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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The marketing mix in marketing strategy: Product‚ Price‚ Place and Promotion The marketing mix is the set of controllable‚ tactical marketing tools that a company uses to produce a desired response from its target market. It consists of everything that a company can do to influence demand for its product. It is also a tool to help marketing planning and execution. The four Ps of marketing: product‚ price‚ place and promotion. The marketing mix can be divided into four groups of variables commonly
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THE BROAD MARKETING STRATEGY Direct Line is a fantastic success story. They started from scratch in the UK in April 1985 with a single product car insurance‚ and just one way for our customers to buy over the telephone. Direct Line has diversified from its traditional auto insurance and caters for a much broader market by offers Home insurance . They were the very first UK insurance company to use the telephone as our main channel of communication‚ and had been introducing new benefits and
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Marketing Strategies for Green Business for sustainable future Presented by‚ V. ARAVIND K. M. UDAY RAJ MARKETING STRATEGIES FOR GREEN BUSINESS FOR SUSTAINABLE FUTURE There is always a better strategy than the one you have; you just haven’t thought of it yet -Sir Winston Churchill‚ Former British Prime Minister ABSTRACT For almost half a century‚ environmentalists have been advocating for big businesses to incorporate sustainability principles into their practices. Yet even ten years ago‚ it
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Active Listening and Strategies of Effective Communication Active listening is an attentive and interactive form of listening. One of the primary objectives of active listening is establishing and achieving empathy among all parties engaged in communication together. The words a person uses during communication are important‚ yet active listening includes listening to a person’s words as well as interpreting and intuiting what a person feels and thinks. Active listening is a highly engaging
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The Virgin by Kerima Polotan The title of Kerima Polotan’s "The Virgin" gives us the subject-virginity‚ female virginity‚ a cherished value of Filipino Male culture. By presenting its protagonist as "victim" rather than heroine of this value system‚ the text subverts it. Reflecting on her virginal state‚ Miss Mijares does so "with a mixture of shame and bitterness and guilt" The story’s eroticism is heightened by the lyrical‚ almost cadenced language. (The eroticism is quite explicit for it’s
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Marketing Strategy for launch of The Samsung Galaxy S4 Have you been keeping up with the press of the recent Samsung Galaxy S 4G launch strategy? Seen the details of the presentation at Radio City Music Hall in New York City? Â In this blog we will evaluate whether Samsung has an effective marketing strategy with this launch and why we reach these conclusions. In any marketing strategy‚ you need to create information and messages that your customers find interesting and worth talking about
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Marketing to Europe: A marketing analysis of Kellogg’s Corn Flakes in Germany and the UK Michael C. Pedley International Business Administration Marketing Winter term 2012/13 Table of Content 1. 1.1 1.2 2. 3. 3.1 3.2 3.3 3.4 4. 4.1 4.2 4.3 4.4 5. 6. Introduction Company Profile Kellogg’s Corn Flakes Segmentation and Positioning The Marketing Mix Product Place Price Promotion The Marketing Models Product Lifecycle SWOT analysis AIDA - Model BCG Matrix Conclusion References 1 2 3 4 6 6 11
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VODAFONE MARKETING MIX INDRODUCTION: ESSENTIALS OF MARKETING: games‚ images and information‚ through an icon-driven menu. VODAFONE’S MARKETING MIX: Product: Vodafone live! provides on-the-move information services. Place: Vodafone UK operates over 300 of its own stores. It also sells through independent retailers e.g. Carphone Warehouse. Customers are able to see and handle products they are considering buying. People
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Understand how the marketing plan supports strategic objectives 1.1 Explain how the strategy of the organisation impacts on the marketing plan 1.2 Identify the component parts of a marketing plan 1.3 Identify issues of risk within a marketing plan 2. Understand the construction of a marketing plan 2.1 Identify the levels of importance of each component of the plan 2.2 Identify mitigation strategies for high risk components of the plan 2.3 Produce a marketing plan 3. Understand how to
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