This document discusses communication theory as it relates to marketing across cultures. It outlines the basic communication process model of message, encoding, transmission, reception, and decoding. It then discusses Everett Rogers' diffusion of innovation theory, applying the concepts of diffusion and adoption to the marketing communication process. Finally, it provides an example illustrating how cultural factors can influence each stage of diffusion and adoption, and raises questions about communicating across cultures effectively.
M1 m communication process cult and marketingTonyversity
This document discusses several theories that can help understand the marketing communication process and how culture can influence it. It outlines the basic communication process of message encoding, transmission, reception and decoding. It also summarizes Everett Rogers' theory of diffusion and adoption, noting how ideas spread socially and how individuals decide whether to adopt an innovation. Finally, it discusses how cultural factors can influence each step of the communication and decision-making processes.
The document discusses how much product innovation and choice is optimal for consumers. It notes that while some choice is good, more choice does not necessarily mean better. Extensive choice can decrease satisfaction and motivation by overwhelming consumers with options. When assortments have many dimensions of variation, this leads to cognitive overload and regret with decisions. The level of choice should match consumer needs, and simplicity in offerings can help guide decisions. Product type also impacts the appropriate pace of refresh, with services requiring more transparency than durables.
Vodw next level social media financial servicespatrickruijs
Consumers expect transparency, simplicity, and the ability to be self-directed from financial institutions. They rely on peer recommendations and reviews found through social media. Banks and insurers can use social media to facilitate continuous dialogue with customers to build trust, engage brand fans, facilitate co-creation of products and services, conduct sales promotions through new online channels, and provide web-based customer service and support. Aligning social media strategies with key business areas like services, brands, sales, and propositions is important for impact.
Day 3 of the canvasing process focused on refining the business model of a reservation platform that offers discounts to fill empty restaurant seats. Key points identified include continually growing a list of mid to high-end restaurant partners, improving data collection and marketing for restaurants, and attracting users such as young professionals and middle income diners interested in fine dining experiences. The model would benefit restaurants through increased reservations and social media exposure, while users could save on meals and support a charity partner by making reservations through the platform. Further work is needed on website development and customer acquisition strategies.
Market segmentation: how does it work with online social networks?
Paul Fennemore, Managing Director, Viapoint and Researcher and Lecturer, Henley Business School
http://www.socialmedia-forum.com/europe/
The document provides an overview of an introductory course on consumer behavior. It discusses what consumer behavior is, why it is important to study, and how it has been studied over time. Consumer behavior is defined as the study of how individuals make decisions to spend their available resources on consumption-related items. Understanding consumer behavior is important for business strategy and marketing. It can provide insights into who buys what, why they buy it, and how to establish connections with customers.
- The document reports on surveys conducted to understand how people define and understand user experience (UX).
- 275 respondents from different countries and backgrounds generally agreed that UX is dynamic, context-dependent, and subjective, stemming from benefits users derive from products. However, UX is not seen as purely subjective where experience cannot be predicted or designed for.
- While there were some differences, respondents' backgrounds did not strongly influence their views. Those with more experience in user-centered design and UX saw UX as less subjective, having observed common characteristics across projects.
M1 m communication process cult and marketingTonyversity
This document discusses several theories that can help understand the marketing communication process and how culture can influence it. It outlines the basic communication process of message encoding, transmission, reception and decoding. It also summarizes Everett Rogers' theory of diffusion and adoption, noting how ideas spread socially and how individuals decide whether to adopt an innovation. Finally, it discusses how cultural factors can influence each step of the communication and decision-making processes.
The document discusses how much product innovation and choice is optimal for consumers. It notes that while some choice is good, more choice does not necessarily mean better. Extensive choice can decrease satisfaction and motivation by overwhelming consumers with options. When assortments have many dimensions of variation, this leads to cognitive overload and regret with decisions. The level of choice should match consumer needs, and simplicity in offerings can help guide decisions. Product type also impacts the appropriate pace of refresh, with services requiring more transparency than durables.
Vodw next level social media financial servicespatrickruijs
Consumers expect transparency, simplicity, and the ability to be self-directed from financial institutions. They rely on peer recommendations and reviews found through social media. Banks and insurers can use social media to facilitate continuous dialogue with customers to build trust, engage brand fans, facilitate co-creation of products and services, conduct sales promotions through new online channels, and provide web-based customer service and support. Aligning social media strategies with key business areas like services, brands, sales, and propositions is important for impact.
Day 3 of the canvasing process focused on refining the business model of a reservation platform that offers discounts to fill empty restaurant seats. Key points identified include continually growing a list of mid to high-end restaurant partners, improving data collection and marketing for restaurants, and attracting users such as young professionals and middle income diners interested in fine dining experiences. The model would benefit restaurants through increased reservations and social media exposure, while users could save on meals and support a charity partner by making reservations through the platform. Further work is needed on website development and customer acquisition strategies.
Market segmentation: how does it work with online social networks?
Paul Fennemore, Managing Director, Viapoint and Researcher and Lecturer, Henley Business School
http://www.socialmedia-forum.com/europe/
The document provides an overview of an introductory course on consumer behavior. It discusses what consumer behavior is, why it is important to study, and how it has been studied over time. Consumer behavior is defined as the study of how individuals make decisions to spend their available resources on consumption-related items. Understanding consumer behavior is important for business strategy and marketing. It can provide insights into who buys what, why they buy it, and how to establish connections with customers.
- The document reports on surveys conducted to understand how people define and understand user experience (UX).
- 275 respondents from different countries and backgrounds generally agreed that UX is dynamic, context-dependent, and subjective, stemming from benefits users derive from products. However, UX is not seen as purely subjective where experience cannot be predicted or designed for.
- While there were some differences, respondents' backgrounds did not strongly influence their views. Those with more experience in user-centered design and UX saw UX as less subjective, having observed common characteristics across projects.
This document discusses various definitions of the term "culture" from scholars in the fields of communication and business. The definitions address culture as a shared system that provides stability and predictability; as contextual background for human belonging; and as a pattern of symbols, meanings, and rules that are socially constructed, historically transmitted, and group-related. However, some comments question how shared, static, or enforced certain cultural aspects truly are, noting room for individuality and cultural change over time.
The document provides instructions for groups to define the terms "culture" and "interculture" over several stages:
1) Groups of 3-4 define "culture" considering who, what, when, where, how, and why. Definitions are exchanged and improved upon.
2) Group representatives present final definitions which are compared for similarities and differences to create a hybrid definition.
3) The hybrid definition is evaluated against definitions from academics to identify comprehensiveness and any missing aspects before constructing an agreed-upon definitive definition.
The document provides 10 definitions of culture from various theorists. Broadly, the definitions characterize culture as a shared system of symbols, meanings, assumptions, and patterns of behavior that are learned and transmitted between individuals in a group to provide structure, predictability and a sense of identity. Culture is described as being everywhere yet invisible, providing norms and rules to guide how people perceive, think, feel and act within a society or organization.
The document contains 5 definitions of culture provided by previous student teams. It also includes a definition provided by TJ Jolley before reviewing the student definitions. The definitions share several common elements:
1) Culture represents the patterns of basic assumptions, behaviors, knowledge, values, beliefs, customs and habits shared by a group.
2) Culture is dynamic and evolves over time, being transmitted between generations through social interaction and communication.
3) Culture provides a sense of identity and stability for both individuals and societies. It helps groups cope with external and internal challenges.
The document discusses political parties and power structures in the US, UK, and France. In the US, the two major parties are the Democrats and Republicans. In the UK, the major parties are the Conservative Party, Labour Party, and Liberal Democrats, as well as the British National Party. In France, the parallel bodies to these parties are the PS, UMP, and FN. The document then poses a series of questions about where ultimate political power is vested, how leaders attain power, what their power bases are, and how power is balanced or shared within the government.
Mechanical engineering is the application of scientific principles to solve problems requiring physical outputs through design, testing, and construction. It involves processes where two or more elements work together synergistically to achieve a purpose that neither could alone. These processes generally include problem specification, analysis, creative solutions, experimentation, design, and production. Mechanical engineering aims to innovate, improve systems, increase efficiency and effectiveness, and enhance quality of life through engineered solutions.
An assessed project for Masters Yr 1 students to attack which relates cultural differentiation to the understanding of inhibitors to the uptake of sustainability worldwide. Incorporates a four page 'thinkpiece'.
The document discusses building sustainable value chains. It emphasizes the importance of understanding consumers and being relevant to their needs and trends. Value chain design should be based on segmentation and differentiation, designing from the "outside in" based on heterogeneous consumer demands. Value chain management principles include adding more value at lower cost and faster while being sustainable. It involves a paradigm shift from an introspective to outward looking approach with strategic focus, suppliers having major design responsibility, and long-term cooperative partnerships.
The document discusses media planning and the role of media in the consumer purchase process. It outlines the typical stages in a purchase process from awareness to acquisition. It then explains how media plays a role at each stage by driving awareness, facilitating information gathering, reducing cognitive dissonance, and helping with acquisition. Finally, it discusses the relationships between advertisers, agencies, and consumers, and how media planning involves determining the most effective media to use within an advertising budget to reach consumers at different stages of the purchase process.
Social Media Buzz for the IIAR 25 01 12Buzz Method
Dominic Pannell founded Buzz Method in 2009 to provide social media monitoring and influencer engagement services. Buzz Method uses tools like LinkedIn, Twitter and proprietary databases to identify influential stakeholders in sectors like IT and track online conversations. However, the document notes that relationships are still primarily built through in-person and phone conversations. It also cautions that social media is better for listening than broadcasting and that not all online metrics fully capture influence.
Dominic Pannell founded Buzz Method in 2009 to provide social media monitoring and influencer engagement services. Buzz Method uses tools like LinkedIn, Twitter and proprietary databases to identify influential stakeholders in sectors like IT and track online conversations. However, the document notes that relationships are still primarily built through in-person and phone conversations. It also cautions that social media is better for listening than broadcasting and that not all online metrics fully capture influence.
Marketing communication is the process of transmitting product information from companies to target audiences. It involves choosing appropriate channels to deliver encoded messages to consumers and receiving feedback. The key aspects of marketing communication are the product, price, place, promotion, and target audience. Effective communication depends on selecting the right source and message for the intended audience.
The document summarizes key differences between old and new marketing systems. [1] The old system focused on mass production and standardized products while the new system emphasizes product personalization and customization. [2] Communication has shifted from one-way broadcasts to individualized, two-way interactions between companies and customers. [3] Marketing now involves building long-term relationships rather than just sales transactions.
The document summarizes key differences between old and new marketing systems. [1] The old system focused on mass production and standardized products while the new system emphasizes product personalization and customization. [2] Communication has shifted from one-way broadcasts to individualized, two-way interactions between companies and customers. [3] Marketing now involves treating each customer as a unique individual rather than just another member of a demographic segment.
Customers pay attention when messages mean something to them. Learn how to build meaningful marketing that helps you grow brand, revenue and relationships.
This document provides an overview of a global media company in 2007 and discusses trends in media, consumer behavior, and branding. The key points are:
1) The company has leadership teams across major regions and focuses on media innovation, consumer changes, and attitude formation.
2) Consumers are increasingly interactive, personalized, mobile, community-oriented and value control. Brand experience through direct and indirect contacts shapes attitudes and behaviors.
3) Traditional media are in transition, moving from broadcast/print to digital/mobile formats. The company offers integrated communications services across advertising, media, relationships, events, and public relations to help brands navigate these changes.
This document discusses how tourism organizations can effectively engage with the media in today's changing media landscape. It notes that social media has become mainstream, conversations can start anywhere and involve various influencers, and authority has been dispersed. It emphasizes that consumers are more connected and engaged as co-stewards rather than passive viewers. It recommends that tourism organizations analyze their situation, define a strategic media engagement plan using relevant insights, ideate creative content for multiple channels, and continuously evaluate and reshape their approach, with a focus on building trust through dialogue and shared experiences.
The document discusses integrated marketing communications (IMC), which aims to make all aspects of marketing communications work together as a unified strategy. It explains the different levels of integration in IMC, including horizontal, vertical, internal, and external integration. Additionally, it covers topics such as the IMC planning process, understanding consumer behavior, and the various tools used in IMC like advertising, sales promotion, public relations, direct marketing, and others.
Lovemarks or SafeBets - What drives consumers in emerging versus mature marke...Merlien Institute
1. Professor Koen Pauwels gave a presentation comparing marketing approaches in emerging versus mature markets.
2. He found that consumers in emerging markets are more responsive to advertising but less likely to convert attitudes into sales.
3. A case study of personal care brands in Brazil and the UK showed higher advertising response but lower sales conversion in emerging markets.
This document discusses various definitions of the term "culture" from scholars in the fields of communication and business. The definitions address culture as a shared system that provides stability and predictability; as contextual background for human belonging; and as a pattern of symbols, meanings, and rules that are socially constructed, historically transmitted, and group-related. However, some comments question how shared, static, or enforced certain cultural aspects truly are, noting room for individuality and cultural change over time.
The document provides instructions for groups to define the terms "culture" and "interculture" over several stages:
1) Groups of 3-4 define "culture" considering who, what, when, where, how, and why. Definitions are exchanged and improved upon.
2) Group representatives present final definitions which are compared for similarities and differences to create a hybrid definition.
3) The hybrid definition is evaluated against definitions from academics to identify comprehensiveness and any missing aspects before constructing an agreed-upon definitive definition.
The document provides 10 definitions of culture from various theorists. Broadly, the definitions characterize culture as a shared system of symbols, meanings, assumptions, and patterns of behavior that are learned and transmitted between individuals in a group to provide structure, predictability and a sense of identity. Culture is described as being everywhere yet invisible, providing norms and rules to guide how people perceive, think, feel and act within a society or organization.
The document contains 5 definitions of culture provided by previous student teams. It also includes a definition provided by TJ Jolley before reviewing the student definitions. The definitions share several common elements:
1) Culture represents the patterns of basic assumptions, behaviors, knowledge, values, beliefs, customs and habits shared by a group.
2) Culture is dynamic and evolves over time, being transmitted between generations through social interaction and communication.
3) Culture provides a sense of identity and stability for both individuals and societies. It helps groups cope with external and internal challenges.
The document discusses political parties and power structures in the US, UK, and France. In the US, the two major parties are the Democrats and Republicans. In the UK, the major parties are the Conservative Party, Labour Party, and Liberal Democrats, as well as the British National Party. In France, the parallel bodies to these parties are the PS, UMP, and FN. The document then poses a series of questions about where ultimate political power is vested, how leaders attain power, what their power bases are, and how power is balanced or shared within the government.
Mechanical engineering is the application of scientific principles to solve problems requiring physical outputs through design, testing, and construction. It involves processes where two or more elements work together synergistically to achieve a purpose that neither could alone. These processes generally include problem specification, analysis, creative solutions, experimentation, design, and production. Mechanical engineering aims to innovate, improve systems, increase efficiency and effectiveness, and enhance quality of life through engineered solutions.
An assessed project for Masters Yr 1 students to attack which relates cultural differentiation to the understanding of inhibitors to the uptake of sustainability worldwide. Incorporates a four page 'thinkpiece'.
The document discusses building sustainable value chains. It emphasizes the importance of understanding consumers and being relevant to their needs and trends. Value chain design should be based on segmentation and differentiation, designing from the "outside in" based on heterogeneous consumer demands. Value chain management principles include adding more value at lower cost and faster while being sustainable. It involves a paradigm shift from an introspective to outward looking approach with strategic focus, suppliers having major design responsibility, and long-term cooperative partnerships.
The document discusses media planning and the role of media in the consumer purchase process. It outlines the typical stages in a purchase process from awareness to acquisition. It then explains how media plays a role at each stage by driving awareness, facilitating information gathering, reducing cognitive dissonance, and helping with acquisition. Finally, it discusses the relationships between advertisers, agencies, and consumers, and how media planning involves determining the most effective media to use within an advertising budget to reach consumers at different stages of the purchase process.
Social Media Buzz for the IIAR 25 01 12Buzz Method
Dominic Pannell founded Buzz Method in 2009 to provide social media monitoring and influencer engagement services. Buzz Method uses tools like LinkedIn, Twitter and proprietary databases to identify influential stakeholders in sectors like IT and track online conversations. However, the document notes that relationships are still primarily built through in-person and phone conversations. It also cautions that social media is better for listening than broadcasting and that not all online metrics fully capture influence.
Dominic Pannell founded Buzz Method in 2009 to provide social media monitoring and influencer engagement services. Buzz Method uses tools like LinkedIn, Twitter and proprietary databases to identify influential stakeholders in sectors like IT and track online conversations. However, the document notes that relationships are still primarily built through in-person and phone conversations. It also cautions that social media is better for listening than broadcasting and that not all online metrics fully capture influence.
Marketing communication is the process of transmitting product information from companies to target audiences. It involves choosing appropriate channels to deliver encoded messages to consumers and receiving feedback. The key aspects of marketing communication are the product, price, place, promotion, and target audience. Effective communication depends on selecting the right source and message for the intended audience.
The document summarizes key differences between old and new marketing systems. [1] The old system focused on mass production and standardized products while the new system emphasizes product personalization and customization. [2] Communication has shifted from one-way broadcasts to individualized, two-way interactions between companies and customers. [3] Marketing now involves building long-term relationships rather than just sales transactions.
The document summarizes key differences between old and new marketing systems. [1] The old system focused on mass production and standardized products while the new system emphasizes product personalization and customization. [2] Communication has shifted from one-way broadcasts to individualized, two-way interactions between companies and customers. [3] Marketing now involves treating each customer as a unique individual rather than just another member of a demographic segment.
Customers pay attention when messages mean something to them. Learn how to build meaningful marketing that helps you grow brand, revenue and relationships.
This document provides an overview of a global media company in 2007 and discusses trends in media, consumer behavior, and branding. The key points are:
1) The company has leadership teams across major regions and focuses on media innovation, consumer changes, and attitude formation.
2) Consumers are increasingly interactive, personalized, mobile, community-oriented and value control. Brand experience through direct and indirect contacts shapes attitudes and behaviors.
3) Traditional media are in transition, moving from broadcast/print to digital/mobile formats. The company offers integrated communications services across advertising, media, relationships, events, and public relations to help brands navigate these changes.
This document discusses how tourism organizations can effectively engage with the media in today's changing media landscape. It notes that social media has become mainstream, conversations can start anywhere and involve various influencers, and authority has been dispersed. It emphasizes that consumers are more connected and engaged as co-stewards rather than passive viewers. It recommends that tourism organizations analyze their situation, define a strategic media engagement plan using relevant insights, ideate creative content for multiple channels, and continuously evaluate and reshape their approach, with a focus on building trust through dialogue and shared experiences.
The document discusses integrated marketing communications (IMC), which aims to make all aspects of marketing communications work together as a unified strategy. It explains the different levels of integration in IMC, including horizontal, vertical, internal, and external integration. Additionally, it covers topics such as the IMC planning process, understanding consumer behavior, and the various tools used in IMC like advertising, sales promotion, public relations, direct marketing, and others.
Lovemarks or SafeBets - What drives consumers in emerging versus mature marke...Merlien Institute
1. Professor Koen Pauwels gave a presentation comparing marketing approaches in emerging versus mature markets.
2. He found that consumers in emerging markets are more responsive to advertising but less likely to convert attitudes into sales.
3. A case study of personal care brands in Brazil and the UK showed higher advertising response but lower sales conversion in emerging markets.
The Comparative Context: Journeys Across the Digital EcosystemMichelle Berryman
This presentation explores how we map the phases of the customer journey against specific areas of inquiry related to customer needs and then apply this framework to a review of competitive and comparative brand experiences. The outcomes of this analysis deliver both qualitative and quantitative results that inspire our clients and us. In turn, the insights gained enable our design team to deliver far more compelling experiences.
The document discusses key factors that affect the communication process in international marketing. It identifies four elements of communication - a sender, message, channel, and receiver. It then examines how language, economic, socio-cultural, legal/regulatory, and competitive differences across countries can influence how effectively the message is conveyed. Marketers must understand these contextual factors to develop culturally appropriate communications that resonate with target audiences abroad.
Online in de toekomst; wat kan ik nú doen?Tom Verhoeve
Hoe gaat online zich ontwikkelen? Vier punten waar je nu al rekening mee kan houden:
1. van mobiel naar multi-screen;
2. digitaal en fysiek versmelten;
3. contentstrategie aanpassen op meerdere contentvormen dan tekst en meerdere publicatiekanalen (zie 1);
4. kijk opnieuw naar je toegevoegde waarde: waarmee maak je als organisatie nu echt het verschil?
Neem voor meer informatie contact met me op!
Marketing involves fulfilling customer needs by creating and delivering relevant products and services. Successful marketing requires understanding consumers and the market environment. The marketing process includes innovation to create new brands, managing existing brands, and consolidating and diversifying brands over time. Developing new concepts involves screening ideas, testing concepts with consumers, and developing the optimal marketing mix of product, price, place, and promotion. Communication and sales promotion are also essential to attract customers and push brands into the market. Overall marketing aims to deliver a consistent brand identity that resonates with target audiences.
Driving ROI and Growing Your Brand Through Social Media | Jez Frampton, Inter...iStrategy
The document discusses driving ROI and growing brands through social media. It emphasizes that social media strategy should follow business and brand strategy, not replace it. Behavior is more important than tools, so brands should focus on understanding customer experiences and decision journeys to identify opportunities to interact. Organizational structure needs to align internally and externally to support the brand through both traditional and digital channels. Key questions are discussed around how marketers can thrive in this changing landscape and how to define and measure success through social media.
Micai ic marketing new schedule and assignmentTonyversity
This document outlines the schedule and assessment for an intercultural marketing module. It involves students working in groups on a consultancy project for the Chambers of Commerce International (COCI) to help French companies expand internationally in a culturally sensitive manner. Students will review case studies of international expansion successes and failures, develop principles and an action program for cultural adaptation, and present their recommendations to the COCI. The assignment will be assessed based on a written report and group presentation of their analysis and solutions.
The document outlines a process for marketing to customers in other cultures. It begins with defining marketing and market research. It then instructs the reader to create a flow chart showing the step-by-step process from identifying a potential market to establishing successful relationships with foreign customers. It notes that culture can impact the marketing process and cause problems if not carefully considered.
The document discusses various definitions and types of power, including the ability to provoke a desired response, the imposition of one's will on others, and power derived from knowledge, wealth, and violence. It also examines how power can be gained, lost, misused, and the different contexts in which power operates, such as political power. The document seeks to provide a comprehensive overview of the concept of power through discussing its origins, expressions, and implications.
M1 intercultural marketing t sched inc assmtTonyversity
This document outlines the schedule and assessment for a 10 hour unit on intercultural marketing. The schedule includes 5 blocks that will cover topics such as marketing communications, international strategies, and critical issues. Students will be assessed through an in-class debate between teams on branding or technology issues, and through a written report supporting their debate position. There are 4 teams who will debate propositions around whether brands or websites should be standardized globally or adapted for local cultures.
M1 Intercultural Marketing T Sched Inc AssmtTonyversity
This document outlines the teaching schedule and assessment for an intercultural marketing course. The schedule is divided into 5 blocks that will cover topics such as marketing communications, international strategies, and applying marketing theories. Students will be assessed through a team debate in Block 4 on culture and branding or technology issues, and submitting a written report supporting their debate position. The debate topics center around whether brands should have standardized global identities or be culturally customized, and if technology allows for standardized global websites or requires culturally customized sites.
This 10-hour course provides an overview of intercultural marketing management in the English-speaking world. The objectives are to build on existing knowledge of marketing and management in an intercultural setting, and to deepen understanding of how marketing functions across English-speaking countries. The course will cover marketing as a communication process, rationales for internationalization, strategic approaches, and how culture impacts international marketing. It will also define and compare markets in the UK, Ireland, USA, Canada, Australia and New Zealand. Students will apply concepts through a case study analyzing international marketing strategy and operations in one of these markets.
The document provides guidelines for answering examination questions on tourism product and services management. It includes sample questions and outlines how students should structure their answers.
The questions focus on discussing tourism as an experience rather than just a product, how the business environment affects competitive advantage, and how information technology has changed tourism organizations.
The guidelines suggest key points students should cover in their answers such as defining concepts, drawing from class material, and providing real-world tourism examples.
Managers need timely access to a wide range of information to understand changes in the marketplace and their implications. To do this effectively, organizations must regularly and consistently collect, organize, analyze, evaluate, communicate, and share information across divisions in a timely manner.
Students were divided into teams to develop management information systems proposals. Three teams were tasked with selecting a division and proposing a cost-effective structure and process for identifying, acquiring, processing, and disseminating critical information to support managing change within the division. A fourth team was tasked with developing their own personal management information systems to stay informed as future tourism managers with limited individual budgets.
This document provides a scenario for the year 2025 looking back on changes from 2000-2025. Key drivers of change included technology, sustainability, and political unrest. Technology enabled widespread home working and online shopping, reducing the need for offices and retail space. Developing economies rapidly adopted technology. Environmental crises like climate change increased sustainability efforts but also political tensions between regions. Tourism remained important for escape but became more local due to rising costs of travel.
The document summarizes discussions between developers and the government regarding a proposed all-inclusive resort development. Key points agreed upon include:
1) The government will provide a 30-year lease to developers and allow licensed access to beach and water. Developers will offer compensation to those displaced by the project in the form of new housing or cash.
2) Developers must submit to local planning regulations. Access to the resort will be managed through a licensing system that allows some access for local cultural events.
3) The government and developers will seek funding from organizations like the World Bank to cover infrastructure costs, with developers contributing to "to-site" infrastructure in exchange for a reduced land lease fee.
4)
This document contains an agenda for a meeting to discuss a proposed all-inclusive leisure resort, including discussions around site availability and ownership, land assembly, development density and design, access to the site, project infrastructure, employment and training opportunities, local supplier conditions, taxation, and an overall discussion. The agenda outlines discussing the developer and government positions on these issues as well as any potential sticking points and resolutions.
ResortoCol is negotiating with the government of an undeveloped nation to acquire a 1.25km coastal site for an exclusive resort development. The government is seeking economic regeneration but has limited resources, while ResortoCol uses a short-term approach to maximize profits. The scenic beach site is currently home to small farms and fishing communities with minimal infrastructure. Both sides will prepare negotiating positions on issues like development scope, ownership, and community impacts to arrive at a mutually agreeable agreement.
ColmarCo has realized that its profits depend on the quality of decisions made by its staff. However, staff turnover is rising, especially early in employment, and replacing staff is costly. ColmarCo commissions a team to investigate the causes of turnover and recommend solutions. The team is asked to determine the real costs of turnover, develop effective recruitment materials, design an improved selection process for management positions, and identify motivators for strong performance other than just salary. The team will present its findings and later submit a joint written report with recommendations to reduce turnover through better recruitment, selection, and motivation.
ColmarCo has realized that its profits depend on the quality of decisions made by its staff. However, staff turnover is rising, especially early in employment, and replacing staff is costly. ColmarCo commissions a team to investigate the causes of turnover and recommend solutions. The team is asked to determine the real costs of turnover, develop effective recruitment materials, design an improved selection process for management positions, and identify motivators for strong performance other than just salary. The team will present its findings and later submit a joint written report with recommendations to reduce turnover through better recruitment, selection, and motivation.
ColmarCo has commissioned a team to investigate rising staff turnover and make recommendations based on industry best practices. The team is split into groups to address specific issues: the costs of labor turnover, improving recruitment materials, developing an effective selection process, and identifying real motivators to enhance manager performance and career development at ColmarCo. Each group will present their findings and later combine them into a joint written report providing an HRM template for ColmarCo to improve practices and reduce turnover.
This document provides information about the Tourism Business Simulation Game course. The course aims to immerse students in realistic tourism business scenarios to apply knowledge from other courses. It will involve scenarios like tourism product development and international market profiling. The course is taught in English and aims to develop students' understanding of managing tourism businesses strategically and operationally. Students will be assessed through written work like reports and presentations where they take on business roles. Recommended prerequisite reading includes tourism, marketing and human resources texts.
ColmarCo is a tourism company with three main divisions: TransCol (transport), AccommoCol (accommodation), and CaterCol (catering). It has had mixed financial performance across its subdivisions. TransCol's FlyCol has grown but other areas are slowing, while AccommoCol's HoteloCol is struggling but RoadoCol is succeeding. CaterCol contains both traditional and new, higher-risk brands. ColmarCo also owns 30% of SustainoPack, a startup with a biodegradable packaging material that projections indicate could have meteoric growth if its sustainable product can break into supermarket packaging markets. ColmarCo is considering purchasing the remaining equity in Sustain
The document discusses the history of work and management. It describes how work evolved from self-employment among early humans to employment under industrial capitalism, where workers lost control and ownership over their work. Managers gained control over organizing and planning work. Over time, management theories aimed to further standardize and divide labor to maximize control over workers. Some companies established company towns to exert complete control over workers' lives. Modern initiatives in areas like flexibility and development aim to give workers more choice but also benefit employers.
The 1960s saw a growing economy that raised living standards for many, though mass media and technology were limited compared to today, with little television, phones, or computers. International travel was more difficult, requiring visas and limited paid holidays. While economic growth enabled more opportunities, constraints from technology and processes inhibited full realization of demand, leading to a need for transformation and optimization.
This document outlines the necessary components for proposing a research project, including:
1) A concise title that presents the research question, problem, or hypothesis.
2) 4-7 clear and non-overlapping aims and objectives that comprehensively cover the research topic.
3) At least one secondary research element for each objective to review existing literature.
4) Clarification of how the organization will use the research findings and what is expected to change as a result.
Providing this level of detail is required for an effective project proposal that can be properly evaluated.
Digital Marketing with a Focus on Sustainabilitysssourabhsharma
Digital Marketing best practices including influencer marketing, content creators, and omnichannel marketing for Sustainable Brands at the Sustainable Cosmetics Summit 2024 in New York
Profiles of Iconic Fashion Personalities.pdfTTop Threads
The fashion industry is dynamic and ever-changing, continuously sculpted by trailblazing visionaries who challenge norms and redefine beauty. This document delves into the profiles of some of the most iconic fashion personalities whose impact has left a lasting impression on the industry. From timeless designers to modern-day influencers, each individual has uniquely woven their thread into the rich fabric of fashion history, contributing to its ongoing evolution.
Taurus Zodiac Sign: Unveiling the Traits, Dates, and Horoscope Insights of th...my Pandit
Dive into the steadfast world of the Taurus Zodiac Sign. Discover the grounded, stable, and logical nature of Taurus individuals, and explore their key personality traits, important dates, and horoscope insights. Learn how the determination and patience of the Taurus sign make them the rock-steady achievers and anchors of the zodiac.
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IMPACT Silver is a pure silver zinc producer with over $260 million in revenue since 2008 and a large 100% owned 210km Mexico land package - 2024 catalysts includes new 14% grade zinc Plomosas mine and 20,000m of fully funded exploration drilling.
Part 2 Deep Dive: Navigating the 2024 Slowdownjeffkluth1
Introduction
The global retail industry has weathered numerous storms, with the financial crisis of 2008 serving as a poignant reminder of the sector's resilience and adaptability. However, as we navigate the complex landscape of 2024, retailers face a unique set of challenges that demand innovative strategies and a fundamental shift in mindset. This white paper contrasts the impact of the 2008 recession on the retail sector with the current headwinds retailers are grappling with, while offering a comprehensive roadmap for success in this new paradigm.
Brian Fitzsimmons on the Business Strategy and Content Flywheel of Barstool S...Neil Horowitz
On episode 272 of the Digital and Social Media Sports Podcast, Neil chatted with Brian Fitzsimmons, Director of Licensing and Business Development for Barstool Sports.
What follows is a collection of snippets from the podcast. To hear the full interview and more, check out the podcast on all podcast platforms and at www.dsmsports.net
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[To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
This PowerPoint compilation offers a comprehensive overview of 20 leading innovation management frameworks and methodologies, selected for their broad applicability across various industries and organizational contexts. These frameworks are valuable resources for a wide range of users, including business professionals, educators, and consultants.
Each framework is presented with visually engaging diagrams and templates, ensuring the content is both informative and appealing. While this compilation is thorough, please note that the slides are intended as supplementary resources and may not be sufficient for standalone instructional purposes.
This compilation is ideal for anyone looking to enhance their understanding of innovation management and drive meaningful change within their organization. Whether you aim to improve product development processes, enhance customer experiences, or drive digital transformation, these frameworks offer valuable insights and tools to help you achieve your goals.
INCLUDED FRAMEWORKS/MODELS:
1. Stanford’s Design Thinking
2. IDEO’s Human-Centered Design
3. Strategyzer’s Business Model Innovation
4. Lean Startup Methodology
5. Agile Innovation Framework
6. Doblin’s Ten Types of Innovation
7. McKinsey’s Three Horizons of Growth
8. Customer Journey Map
9. Christensen’s Disruptive Innovation Theory
10. Blue Ocean Strategy
11. Strategyn’s Jobs-To-Be-Done (JTBD) Framework with Job Map
12. Design Sprint Framework
13. The Double Diamond
14. Lean Six Sigma DMAIC
15. TRIZ Problem-Solving Framework
16. Edward de Bono’s Six Thinking Hats
17. Stage-Gate Model
18. Toyota’s Six Steps of Kaizen
19. Microsoft’s Digital Transformation Framework
20. Design for Six Sigma (DFSS)
To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations
Starting a business is like embarking on an unpredictable adventure. It’s a journey filled with highs and lows, victories and defeats. But what if I told you that those setbacks and failures could be the very stepping stones that lead you to fortune? Let’s explore how resilience, adaptability, and strategic thinking can transform adversity into opportunity.
1. Communication Process, Culture and Marketing Theory
Marketing, is self-evidently an exercise in communication with the client in which culture can
complicate the issue..... so what theory is there which can potentially help us understand what
is going on in the process in sufficient depth?
Whether I am teaching and trying to communicate with you or a website is attempting to
communicate with its intended client, there are some general principles which clearly apply.
Here I will bring together some of the theories which may be of use in looking at intercultural
matters in marketing practice.
1. The Basic Communication Process
The MESSAGE to be communicated
The ENCODING of this MESSAGE in an appropriate form (words, pictures etc)
The TRANSMISSION of the ENCODED MESSAGE via MEDIUM/MEDIA
The RECEPTION of the ENCODED MESSAGE
The DECODING of the ENCODED MESSAGE
NOISE
REACTION and RESPONSE to MESSAGE
NB. ‘Noise’ represents any kind of intervening feature, distraction or effect that act upon
either the stages themselves or the linkages between them which keeps the intended delivery
from being ‘perfect / as envisaged.... for example, perhaps the right message has been
encoded in a brilliant advert and sent to the TV screen at peak viewing time... but I was
watching BBC instead (no adverts on BBC).
2. Everett Rogers’ Theory of Diffusion (and Adoption)
Although addressing the context of the diffusion of innovations, Rogers was one of the first
theorists to examine in detail how we hear about and buy in (or not) to products. He
suggested that there are in fact two distinct elements in this process:
Diffusion is the process through which knowledge of an innovation spreads among potential
consumers based on the social processes involved in communication within society.
Adoption is the sequence of stages through which an individual passes from first hearing of
an innovation to finally buying it, based on the individual process of considering, deciding
and buying.
2. So, in terms of the marketing communication Process
(D = Diffusion / A = Adoption)
• Market profiling D
• Message definition D
• Message encoding D
• Medium selection D
• Transmission D
• Reception D/A
• Decoding and perception D/A
• Reaction A
• Consumption / Non- consumption A
• Reflection affirmation-seeking Retrenchment A
Cultural / intercultural issues can clearly feature in this process, for example:
• Market profiling: perhaps a non-national profiling the suitability of markets
without the benefit of pre-existing cultural experience might be dangerous?
• Message definition: perhaps those at a high level trying to link their knowledge of
the product to the market profile do not have enough cultural awareness to be
subtle and sophisticated.
• Message encoding: perhaps the PR agency has a product rather than market
orientation and makes the advert too complicated or too upmarket or uses humour
in a way that does not work in the market primarily concerned. Maybe they do not
like ‘clever’ adverts and prefer straight, informational ones to image campaigning.
Perhaps a broad-brush decision is taken in regard to medium use which does not
work everywhere. Viral marketing via mobile phone may well not work in some
cultures.
• Transmission: perhaps using media in which this particular market does not have
confidence.
• Reception: perhaps the actual transmission was mis-timed, not having taken
account of cultural dates and events and the intended recipient simply wasn’t
watching TV or does not buy the local newspaper.
• Decoding and perception: perhaps the viewer of the material sees the TV advert,
hears the words, but they do not mean to him what the sender thought they would.
• Reaction: perhaps the ‘pitch’ turns the intended client ‘off’ rather than ‘on’
• Consumption / Non- consumption. This may amount to offense and rejection
• Reflection affirmation-seeking Retrenchment. Rather than a positive,
virtuous circle, this could become ‘vicious’, with negative promotion resulting.
Culture can effectively be a significant determinant at each and every stage.
I broke this down a little further in work I did on the Diffusion and Adoption of new
technologies in Learning and Teaching. This may not seem relevant on the face of it, but
remember, there are different ‘cultures’ within the staff body (though not necessarily national
cultures).
The title of the Powerpoint Slide below ‘Subjective Selection System’, seeks to show that, in
the end, the buy-in / adoption decision is a personal one.
3. Subjective Selection System
Awareness Awareness
Perceived Attributes
Understanding Comparative
Interest Liking Advantage
Preference – efficiency
Desire
Decision – economy
Action Implementation – effectiveness
Evaluation – equity
Reflection Confirmation Complexity
Commitment Compatibility
Embedding
Cascade Communicability
Jolley (2004)
In terms of the above, the left hand column is built around an extension of the basic
AIDA (Awareness/Interest/Desire/Action) model, adding in ‘Reflection’ upon the action
taken and an ‘Embedding’ of a confirmed position on the matter.
The middle column seeks to develop this rather ‘thin’ model, particularly in the breaking
down of ‘Interest and Desire’ into ‘Understanding Liking Preference’. Again, all
three of these terms may be contextualised or influenced by aspects of culture.
The right hand column suggests factors which the individual (or company) might well
take into account and weigh up and factor in to the decision to some degree. Once again,
many of these perceptions may well be culturally determined or influenced.
I have tried to put this altogether in a hypothetical illustration on the following page of
the diffusion of the message ‘Buy our car’ and a possible way in which an individual
might respond.
4. Diffusion and Adoption Processes and Considerations
Process Element Illustration Considerations
Message Buy our car
Encoding Vorsprung D… T…
Medium Selection TV
DIFFUSION Transmission 19.30 ITV
Reception 20% of target Market
Decoding 10% of target Market
Understanding Unclear to 50% (5%) Comparative
Evaluation Good Engineering
Liking Yes Advantage
Preference Better than my Ford
• Efficiency
Decision Consider next time
ADOPTION • Economy
Purchase Buy
• Effectiveness
Reflection As good as I hoped
• Equity
Confirmation Made good decision
Consistency
Commitment I’m an Audi guy
Advocacy You should…
Relationship I buy Audi products Complexity
Compatibility
Communicabili
ty
For Diffusion and Adoption, see Rogers, E. The Diffusion of Innovations.
But what are the problems with the above in relation to culture:
Collective & Individual Issues in Diffusion and Adoption
Diffusion Adoption
Can one message be valid in a global marketplace? Decoding may result in a message
safely received: the wrong message.
Is an encoded message capable of simultaneous
translation by the recipients in different cultures? Adoption is an intensely personal
Different media require different cultural process.
approaches… message may need to be altered to
suit the media. Although we may be members of a
Do different cultures receive messages in the same sub-culture of influence, the adoption
way / via the same media? decision is singular and references
Different cultural sub-groups and individuals may personal values, beliefs, constraints
place different value on different media and external influences.
Diffusion is a social process as much as a technical
one and these vary by society.
5. Other Theories and Concepts of Potential Value
Igor Ansoff’s Growth Vector Matrix
This suggests that when companies grow (and they have to grow to survive, because without it
investors would put their money elsewhere), one of the key directions for growth is that of extension
and diversification of markets: essentially meaning going into ‘new’ areas where you do not have
prior experience or understanding. This often means to new cultures. It is unsafe to make
assumptions about such cultures..... Vauxhall (UK Opel) for example produced a car called the NOVA
(meaning ‘new’) , which like ‘Supernova’ sounds ultra modern and has the benefit of being short and
‘catchy’. Fine. Good decision.... until you come to sell it in Spain / Portugal... No Va = ‘Doesn’t
work’ / ‘Doesn’t go’. Now who is going to drive a car that means that!!!??? Clearly the further away
one moves from the current market, the greater the potential for misunderstanding, confusion when
one is engaging with other cultures and their different expectations, preferences, traditions,
communication systems and languages...
6. JOLLEY (1988)
Looking at the RIGHT hand side of the above, it is apparent that things are changing all the time and
they change us: what we think, what we want, what communication devices we use etc.
Technological advances (the internet) have meant that low-cost airlines have filled the skies and we
book direct and online and expect low prices. In the past we used to choose a destination then get a
flight.... now people are choosing destinations because of the availability of low cost flights.
Communication technologies have changed...and the way we have come to use them has changed
the structure of the Tourism industry and marketing itself!