Marketing Management
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The document discusses various promotion methods used by firms to communicate with markets and sell products, including above-the-line methods like television, radio, and print advertising as well as below-the-line methods like branding, special offers, samples, and loyalty programs. It provides examples of Arsenal Football Club receiving a large sponsorship deal and Ferrari giving a car to David Beckham as a form of publicity promotion.
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This document discusses market segmentation, targeting, and positioning. It defines key terms like market and target market. There are several bases for segmenting consumer markets, including geographic, demographic, psychographic, and product-related factors. The document outlines a five stage process for market segmentation: 1) identify segmentation bases, 2) develop consumer profiles, 3) forecast market potential, 4) forecast market share, and 5) select target segments. Companies can use differentiated, concentrated, or undifferentiated strategies to reach target markets. Examples are provided to illustrate different segmentation approaches.
Marketing - Tourism Destinations
This document discusses the role and strategies of national tourism organizations (NTOs) in marketing tourism destinations. NTOs are responsible for formulating tourism products and promoting destinations in international markets through advertising, PR and other means. Their strategies include creating appealing destination images and facilitating the marketing activities of tourism industry operators. As destinations mature, NTOs shift their focus from general promotional campaigns to more support and facilitation of industry operators.
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This document provides an update on the World War 1 Parramatta Soldiers Project. It describes the development of an interactive touch table display starting in 2013 that allows users to browse names, portraits, and stories of over 1,900 soldiers from the Parramatta area who served in WWI. The display has been exhibited in several local libraries and historical societies. Researchers spent over 8,000 hours compiling biographical and service records on each soldier from various sources. The project cost over $545,000 to complete due to the extensive research required. Several books were published sharing stories and histories of Parramatta soldiers.
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This very short document discusses shoes in just one word - "Shoes" - repeated three times, followed by a series of periods and then the phrase "Thank You!" in two words. It appears to be expressing enthusiasm or excitement about shoes in a concise yet repetitive manner before closing with an appreciation.
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Marketing management
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Gaming Industry
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Cross marketing
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Aesthetic Packaging
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Line Extension
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This document discusses brand extension strategies used by various companies over time. It mentions companies like Volvo launching brand extensions in areas like wind energy in 1979 and military/hunting products. It also notes that Absolut Vodka was acquired by another company in 1975 and that brand extensions were pursued as early as the 1800s, including by Thomas Edison in 1892. The document examines examples of upward brand extensions in different industries from 1873 to 2011.
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Permission marketing involves getting consent from prospects before selling a product or service, unlike interruption marketing. Guerrilla marketing is unconventional, inexpensive, and targets many people at once. It uses unusual visuals and situations that people will remember. Some examples of successful guerrilla marketing include campaigns by MINI, the film 3 Idiots, and Nivea.
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Innovative marketing
This document discusses innovative marketing and provides examples. It defines innovative marketing as creating solutions to indirect marketing problems through significant changes to product design, packaging, promotion, placement, or pricing. An innovative marketing method implements a new marketing approach. The document then provides examples of innovative marketing campaigns, including ones using disappearing forests to promote conservation, demonstrating product delivery through maps, and transforming a candy bar slogan into a bench to promote relaxation.
Social media marketing
This document discusses social media marketing, which involves advertising products or brands on social media platforms like Facebook, Twitter, and Instagram to attract groups who will discuss and make suggestions about them. It provides details on major social media platforms, steps for an effective social media marketing plan such as setting objectives and a content plan, and tools that can help with social media marketing efforts.
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It introduces key marketing concepts like the marketing mix of product, price, place and promotion. It also distinguishes between sales and marketing, noting that marketing is about producing what customers want while sales is getting customers to want what a company produces.
Finally, it discusses the core concepts of marketing including understanding customer needs, wants and demands as the starting point, and how customers choose products based on value, satisfaction, benefits versus costs. The document
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The gaming industry deals with developing and distributing video games for various platforms. Key aspects include selecting target platforms and audiences, promoting pre-release footage at trade shows and online, and integrating marketing teams with developers. Some recent major game releases are Shadow of Mordor, Assassin's Creed Unity, Destiny, and Watch Dogs, which targeted action RPG and franchise fans on all platforms through promotional events and exclusive collectibles.
Communication Mix
The document discusses the communication mix strategies of major mobile network providers in India. It outlines the various communication channels used, including advertising, public relations, publicity, sales promotions, and personal selling. It provides examples of slogans and campaigns for Airtel, Vodafone, Idea, Aircel, Reliance Mobile, and Tata Docomo. These companies employ similar advertising strategies and also engage in public relations through sponsoring various sports and entertainment events. They conduct various sales promotions such as SMS competitions and special internet packages to attract and retain customers.
Guerilla Marketing
Guerrilla marketing is an unconventional advertising strategy designed for small businesses with limited budgets. It involves promoting products or services in public places like streets, shopping centers, parks, and beaches to attract large audiences. Some examples of guerrilla marketing campaigns include PETA promoting animal rights in public areas in 2012, Panasonic promoting its prestige line at the 2002 FIFA World Cup, and Victoria's Secret sponsoring a Pac-Man game in a GameStop store.
Cross marketing
Cross marketing is a partnership between at least two companies that bundle their competencies or resources to tap into new potential in a market. It involves alliances across the value chain from companies like Nike & Apple, LG & Prada, YouTube & NBA, and Frito-Lay & PepsiCo. Cross marketing stretches from product bundling to sponsorships and is one of the biggest marketing styles used by companies partnering with others like James Bond with Omega and Aston Martin, and Adidas sponsoring Lionel Messi.
Aesthetic Packaging
This document discusses various packaging types including tea packaging, handy nails, peanuts, milk cartons, and shoe bags. The document relates to marketing management and product aesthetics through packaging design and materials. Overall, the document touches on different packaging solutions and their relation to marketing products.
Line Extension
This document appears to list various product lines, brands, and industries spanning from 1875 to the present day including: whiskey, beer, wine, aviation and automotive engines, military equipment, renewable energy, and spirits. It touches on iconic brands such as Jack Daniels whiskey founded in 1875, blended scotch whisky from 1909, and mentions industries like wind turbines, helicopters, and fashion & design without providing many details about any individual company or product.
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This document discusses brand extension strategies used by various companies over time. It mentions companies like Volvo launching brand extensions in areas like wind energy in 1979 and military/hunting products. It also notes that Absolut Vodka was acquired by another company in 1975 and that brand extensions were pursued as early as the 1800s, including by Thomas Edison in 1892. The document examines examples of upward brand extensions in different industries from 1873 to 2011.
Viral marketing
Viral marketing uses existing social networks and technologies to increase brand awareness and product sales through self-replicating sharing of content. Examples that achieved significant online attention and engagement include a Mad Men Facebook game that received half a million visitors in the first week, a Paranormal Activity campaign prompting fans to demand screenings in their city, and Old Spice responding to 185 YouTube videos in two days. The ALS Ice Bucket Challenge raised over $98 million in donations from over 2.4 million shared challenge videos on Facebook.
innovative Marketing
Innovative marketing involves implementing new methods of product design, packaging, placement, promotion or pricing that significantly change a company's marketing approach. It focuses on creative solutions to challenges with traditional marketing. Effective marketing innovations creatively blend messaging and imagery to uniquely convey a product's features or message in a memorable way that impacts viewers.
Street marketing
The document discusses various advertisements and media stories including promotions for Coca-Cola, a luxury watch, a Mars mission to end world hunger, the Simpsons movie, a new Superman movie, shampoo, gum, coffee, a TV show, exercise benches, a magazine, medicine, movies about the future, Kill Bill, and Mini Cooper's 50th anniversary. It provides brief snippets of text or images related to each promotional item or news story.
Permission marketing
Permission marketing involves getting consent from prospects before selling a product or service, unlike interruption marketing. Guerrilla marketing is unconventional, inexpensive, and targets many people at once. It uses unusual visuals and situations that people will remember. Some examples of successful guerrilla marketing include campaigns by MINI, the film 3 Idiots, and Nivea.
Hofstede and trompenaars compared
The document compares the work of Hofstede and Trompenaars on analyzing cultural value dimensions across countries. It finds that two of Trompenaars' dimensions closely match Hofstede's dimensions of individualism/collectivism and power distance. However, some of Trompenaars' other dimensions describe effects of underlying values rather than values themselves. While there is broad consistency between the frameworks in classifying countries, some differences may be due to evaluating cultures at different time periods or the evolution of cultures over time. The document also notes Trompenaars extended his research to examine cultural dimensions within corporate cultures.
Packaging - Marketing
Packaging is the wrapping material around consumer items that contains, identifies, describes, protects, displays, and promotes the product to make it marketable while keeping it clean.
Neuromarketing - Marketing Management
Neuromarketing uses neuroscience techniques like functional magnetic resonance imaging (fMRI) and electroencephalography (EEG) to understand consumers' brain responses to marketing stimuli. Marketers apply these techniques to test things like commercials, product labels, websites, and advertisements to measure their impact on the brain and refine them for maximum effectiveness and appeal. Some companies that have used neuromarketing include Frito-Lay, Hyundai, ESPN, Microsoft, and PayPal.
Marketing Management - Innovative Marketing
Social media marketing has become an important part of marketing strategies for many businesses. It allows companies to connect with customers and potential customers through popular platforms like Facebook, Twitter, Instagram and YouTube. By posting engaging content and interacting with followers, businesses can raise brand awareness, promote new products and services, and potentially increase sales.
Innovative marketing
This document discusses innovative marketing and provides examples. It defines innovative marketing as creating solutions to indirect marketing problems through significant changes to product design, packaging, promotion, placement, or pricing. An innovative marketing method implements a new marketing approach. The document then provides examples of innovative marketing campaigns, including ones using disappearing forests to promote conservation, demonstrating product delivery through maps, and transforming a candy bar slogan into a bench to promote relaxation.
Social media marketing
This document discusses social media marketing, which involves advertising products or brands on social media platforms like Facebook, Twitter, and Instagram to attract groups who will discuss and make suggestions about them. It provides details on major social media platforms, steps for an effective social media marketing plan such as setting objectives and a content plan, and tools that can help with social media marketing efforts.
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5:凡事获得留信网入网的信息将会逐步更新到个人身份内，将在公安局网内查询个人身份证信息后，同步读取人才网入库信息
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The Future of B2B Audience Targeting with LinkedIn
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TAM AdEx-Quarterly Report on Television Advertising_2024.pdf
TAM AdEx-Quarterly Report on Television Advertising_2024.pdf
Marketing Management
- 2. • 1948, Netherland • Dextrose, Focus. Materialistic
- 3. • Germany, Italy, Mexico 1967 • 3 in 1 pod Adaptability
- 4. • British Trans Americas Expedition • 1987 - 1993 R E S E A R C H
- 5. • Lowest amounts of nicotine and tar • Micronite filter KEEN
- 6. ENTHUSIASTIC • World’s Largest Company by Revenue • Safety
- 7. • Tabasco pepper • Pepper mash, process TEACHING
- 8. • 5th November 2013 • 24 September 2014 INTERVIEWING
- 9. • Brake Override System • Alliance Vehicle Evaluation Standard (AVES) NEGOTIATING
- 10. • 1892 by Thomas Edison • Wind Turbine, Marine, Aviation GENTLE
- 11. • 1870, Shipping • AWC, S-AWC, MIVEC, INVECS METHODICAL
- 12. ANALYZING EMOTIONS • Economic Interest Group • Capacity – 853 passengers
- 13. NETWORKING • National Aeronautics and Space Administration, 1958 • Curiosity, November 2011.
- 14. Authority building • Wichita Kansas, 1994 • Reverse Osmosis, UV, Ozone Sterilization
- 15. Graceful • 1965, 80 Countries • Carbohydrate, Dextrose
- 16. Expressive • Commencement, Lower emissions • 90 Airbus A380, mid 2017
- 17. Mental Ability • 1980 • Scale, China, Thailand.
- 18. • Best Game Graphics • Games For all ages E m p a t h e t I c
- 19. NOTEWORTHY • 1930 – 1960, Taster’s Choice • Brazil Government
- 20. TOLERANT • 1937, Lexus, Scion, Hino, Ranz • Safety, Re-sale Value, Maintenance, Technology.