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The document discusses key characteristics of media management. It notes that media enterprises sell their services in two markets simultaneously - consumer markets for content and advertising markets. The quality of media products is difficult to measure objectively but important for management. Market structure considers concentration of suppliers/consumers. Market entry barriers like economies of scale, product differentiation strategies, and regulations protect incumbents from new entrants.
Marketing in Travel & Tourism: The Role of Marketing as a ToolKaren Houston
The document discusses strategic marketing planning in travel and tourism. It covers analyzing an organization's environment and strengths to develop a sustainable plan. A strategy sets the overall direction and considers market trends, competitors, and customers' needs. Strategic planning answers questions about an organization's current position, emerging opportunities, future goals, and decisions needed. Tools like Ansoff's matrix and the Boston matrix help analyze growth strategies and product portfolios. Competitive advantages include cost leadership, differentiation, and focus. Research methods gather data to inform marketing decisions.
This marketing plan summarizes strategies for a new café called Café Time in East TST. It includes an analysis of opportunities and threats in the local market. The plan targets students through promotional discounts and free WiFi. Marketing strategies utilize location, product variety, and social media to attract customers and increase repeat visits. Implementation and budgets are outlined to track performance over the first year.
This document provides an overview of international marketing concepts and frameworks. It discusses:
1) Phases of international marketing including market segmentation, targeting, entry selection, and the 4Ps.
2) Factors in the macroenvironment (geographical, political, economic, technological, cultural) and microenvironment (company, competitors, customers, suppliers, partners) that influence international marketing strategy.
3) Motivators and obstacles companies may face when internationalizing, and how to conduct international market research to evaluate opportunities and threats in foreign markets.
4) Methods of international market segmentation including accepting national borders, intermarket segmentation, and microsegmentation to identify customer groups in global markets.
Special Interest Tourism - Management IssuesKaren Houston
Management involves coordinating efforts to accomplish goals using available resources efficiently. In tourism organizations, managers plan, organize, lead, and control operations. They ensure efficient and profitable delivery of tourism products and services. Key management functions in tourism include marketing, operations, and human resources. Operational management focuses on capacity, standards, scheduling, inventory, and control. Human resource management involves issues like recruitment, training, performance evaluation, and motivation of staff. Innovation and responding to changing consumer demands pose ongoing challenges for tourism managers.
Special Interest Tourism - matching customers to productsKaren Houston
1) The document discusses market segmentation and how it can be used to target different customer groups. It defines market segmentation and lists some common segmentation variables.
2) It then discusses the importance of defining a tourism business's position in the market and how positioning involves modifying customer perception. Common positioning strategies are also outlined.
3) Finally, it discusses elements of the marketing mix that tourism businesses can use, including the traditional 4 Ps of product, price, place and promotion as well as expanded service marketing Ps. Characteristics of each element are described in the tourism context.
This document summarizes the key aspects of marketing research:
1. Marketing research involves systematically collecting and analyzing data to help companies make better marketing decisions. It provides information on customer preferences, reactions to products and strategies, and market trends.
2. The marketing research process includes defining problems, setting objectives, designing the study, collecting and analyzing data, reporting findings, and making decisions. Common data collection methods are surveys, interviews, and observations.
3. Marketing research benefits companies by identifying opportunities and problems, guiding strategies, and facilitating decision-making. However, it also has limitations such as costs, time requirements, and inability to study all issues.
The document discusses key characteristics of media management. It notes that media enterprises sell their services in two markets simultaneously - consumer markets for content and advertising markets. The quality of media products is difficult to measure objectively but important for management. Market structure considers concentration of suppliers/consumers. Market entry barriers like economies of scale, product differentiation strategies, and regulations protect incumbents from new entrants.
Marketing in Travel & Tourism: The Role of Marketing as a ToolKaren Houston
The document discusses strategic marketing planning in travel and tourism. It covers analyzing an organization's environment and strengths to develop a sustainable plan. A strategy sets the overall direction and considers market trends, competitors, and customers' needs. Strategic planning answers questions about an organization's current position, emerging opportunities, future goals, and decisions needed. Tools like Ansoff's matrix and the Boston matrix help analyze growth strategies and product portfolios. Competitive advantages include cost leadership, differentiation, and focus. Research methods gather data to inform marketing decisions.
This marketing plan summarizes strategies for a new café called Café Time in East TST. It includes an analysis of opportunities and threats in the local market. The plan targets students through promotional discounts and free WiFi. Marketing strategies utilize location, product variety, and social media to attract customers and increase repeat visits. Implementation and budgets are outlined to track performance over the first year.
This document provides an overview of international marketing concepts and frameworks. It discusses:
1) Phases of international marketing including market segmentation, targeting, entry selection, and the 4Ps.
2) Factors in the macroenvironment (geographical, political, economic, technological, cultural) and microenvironment (company, competitors, customers, suppliers, partners) that influence international marketing strategy.
3) Motivators and obstacles companies may face when internationalizing, and how to conduct international market research to evaluate opportunities and threats in foreign markets.
4) Methods of international market segmentation including accepting national borders, intermarket segmentation, and microsegmentation to identify customer groups in global markets.
Special Interest Tourism - Management IssuesKaren Houston
Management involves coordinating efforts to accomplish goals using available resources efficiently. In tourism organizations, managers plan, organize, lead, and control operations. They ensure efficient and profitable delivery of tourism products and services. Key management functions in tourism include marketing, operations, and human resources. Operational management focuses on capacity, standards, scheduling, inventory, and control. Human resource management involves issues like recruitment, training, performance evaluation, and motivation of staff. Innovation and responding to changing consumer demands pose ongoing challenges for tourism managers.
Special Interest Tourism - matching customers to productsKaren Houston
1) The document discusses market segmentation and how it can be used to target different customer groups. It defines market segmentation and lists some common segmentation variables.
2) It then discusses the importance of defining a tourism business's position in the market and how positioning involves modifying customer perception. Common positioning strategies are also outlined.
3) Finally, it discusses elements of the marketing mix that tourism businesses can use, including the traditional 4 Ps of product, price, place and promotion as well as expanded service marketing Ps. Characteristics of each element are described in the tourism context.
This document summarizes the key aspects of marketing research:
1. Marketing research involves systematically collecting and analyzing data to help companies make better marketing decisions. It provides information on customer preferences, reactions to products and strategies, and market trends.
2. The marketing research process includes defining problems, setting objectives, designing the study, collecting and analyzing data, reporting findings, and making decisions. Common data collection methods are surveys, interviews, and observations.
3. Marketing research benefits companies by identifying opportunities and problems, guiding strategies, and facilitating decision-making. However, it also has limitations such as costs, time requirements, and inability to study all issues.
Marketing of Financial Products and Services Trinity Dwarka
Financial Market is a mechanism that allows people to buy and sell financial securities (such as stocks and bonds) and items of value at low transaction cost.
Tourism marketing utilizes technology in several key ways:
1. Websites, emails, and digital marketing allow tourism businesses to connect with customers online and track return on investment.
2. Social media gives businesses an online presence and helps them rank higher in search engines.
3. E-tourism incorporates technology into all business functions and processes to improve competitiveness in the industry.
4. Specific tourism software products help operators manage operations like bookings, reservations, and planning.
This document provides an overview of marketing financial products. It discusses key concepts like understanding customer needs and wants and delivering satisfaction more effectively than competitors. The document also outlines the syllabus which focuses on topics like market segmentation, consumer behavior, marketing communications, distribution, pricing and sales force management. Several reference books are also provided. The document then discusses the changing landscape in financial services and products driven by factors like increasing customer expectations, globalization, and technological advancements. It emphasizes that marketing of financial products is important for understanding customers, satisfying them, excelling competition, and innovating product mixes.
Topics Covered:
1) Marketing
2) International vs Domestic Marketing
3) 4P's of international marketing
4) How to make your company global
5) Segmentation, Targeting, Positioning in International market
6) Social Marketing
7) Ecommerce Marketing
8) International Terms
Chapter 4 Creating and Implementing the Promotion(Tourism and Hospitality Ma...Md Shaifullar Rabbi
The document discusses distribution channels and how they work. It defines distribution channels as the links between production and consumption. Channels can range from simple with two layers to complex with several levels of intermediaries. Common channel levels include manufacturers, wholesalers, retailers, and consumers. The document then discusses the role of distribution in getting products from factories to customers. It influences pricing and positioning. Effective distribution requires coordination between channel members. Finally, it provides examples of traditional channel types like direct sales, brokers/distributors, and wholesalers/retailers.
This document outlines key concepts in marketing tourism as a service product. It defines marketing and differentiates it from selling, discussing how marketing focuses on customer needs through integrated efforts. The document also describes the evolution of marketing from a production to sales to modern customer-oriented approach. It covers characteristics of tourism as a service, risks, and adoption of marketing operations. Finally, it discusses criticisms of purely profit-focused marketing and the importance of societal responsibility.
This document provides an overview of key concepts in sales management and analytics including sales forecasting, recruitment, selection, and training. It discusses common sales management topics such as sales quotas, territories, and budgets. Various sales forecasting methods are described including qualitative and quantitative techniques. The roles and objectives of sales management are outlined in recruiting, selecting, and training a sales team. Factors affecting sales forecasting and elements of an effective forecast are also summarized.
Lecture for the Subject Tourism Marketing for the College of International Travel and Hospitality Management of the Lyceum of the Philippines Cavite for the Second Semester of Academic Year 2015-2016.
Lecture for the Subject Tourism Marketing for the College of International Travel and Hospitality Management of the Lyceum of the Philippines Cavite for the Second Semester of Academic Year 2015-2016.
Chapter 5 Market Segmentations, Targeting and Positioning in Hospitality indu...Md Shaifullar Rabbi
This document discusses market segmentation, targeting, and positioning in the hospitality industry. It begins by defining market segmentation as dividing a market into subgroups with similar characteristics. It then discusses the four main types of segmentation: demographic, behavioral, geographic, and psychographic. Next, it covers target market selection and the benefits of segmentation. The document concludes by explaining market positioning and different positioning strategies.
Chapter 4 Marketing of Tourist Destinations (Destination Management)Md Shaifullar Rabbi
This document discusses destination marketing strategies. It begins by defining destination marketing as promoting a location to potential visitors to increase tourism. The rest of the document provides details on developing a destination marketing plan and strategy. It outlines 14 specific destination marketing strategies, such as defining unique selling points, targeting audiences, and using influencers and social media. It then describes a 7-step process for creating a destination marketing plan, including analyzing the internal and external markets, setting prices, developing a budget, and creating a marketing strategy to promote the destination.
This document discusses key concepts in marketing tourism, including the traditional 4Ps marketing mix of product, price, place, and promotion. It notes that tourism products have intangible characteristics like experiences. The 7Ps model is also introduced, which expands on the traditional model by including people, process, and physical evidence. Tourism differs from other industries in that the product experience spans from pre-trip anticipation to post-trip reflection, and involves integrating multiple suppliers. Marketing tourism requires understanding target markets' expectations and managing employees, processes, and physical facilities to deliver a consistent brand experience.
The document discusses business markets and buying behavior. It defines business markets as consisting of individuals, organizations, or groups that purchase products for resale, direct use in production, or operations. Marketing to businesses employs the same concepts as consumer marketing but there are important structural and behavioral differences in business markets like smaller customer populations and different buying methods and quantities purchased. The key categories of business markets are producer markets, reseller markets, government markets, and institutional markets. It also outlines the characteristics of transactions, attributes of customers, primary customer concerns, methods of business buying, types of purchases, factors influencing demand, the business buying decision process, and influences on those decisions.
The document discusses various international business strategies that companies can employ when expanding globally, including global, international, multi-domestic, and transnational strategies. It analyzes the pros and cons of each strategy based on the pressures of local responsiveness and cost reduction. Additionally, the document explores concepts like core competencies, economies of scale, and global learning which are important considerations for companies developing international business strategies.
This document provides an overview of tourism marketing. It discusses key concepts like the marketing concept, target markets and segmentation. Tourism marketing aims to achieve growth in tourism by satisfying tourists and earning profits. The tourism product is complex as it involves many industries and consumer preferences vary widely. Marketing strategies for tourism consider characteristics like the product being intangible and consumption happening instantly. The document also covers SWOT and PEST analysis for tourism marketing and the economic importance of marketing.
international marketing analyst certificationVskills
Vskills certification for International Marketing Analyst assesses the candidate as per the company’s need for international marketing. The certification tests the candidates on various areas in international marketing like political environment, international trade theory, social & cultural environment, international marketing research, segmentation, targeting, positioning, market entry, international services marketing, global advertising and promotion, channel development and e-marketing
This presentation discusses business development and management at Hilton International hotels. It introduces the topics, then examines Hilton's business development activities including prospecting, networking, and awareness building. It also analyzes Hilton's marketing approaches like customer awareness, brand awareness, and strategic partnerships. The presentation further discusses using Ansoff's growth matrix and the business objectives and functions of business management at Hilton. It concludes by recommending ways to improve operations and business development performance at Hilton International.
The document discusses various aspects of marketing mix and its elements - product, price, place, promotion and additional element of people. It provides details about each element, including factors to consider for product planning, levels of products, pricing procedures and strategies, distribution channels, various promotional tools, and importance of employees in service industry. The marketing mix is a set of controllable variables that can be used to influence customer response. Each element requires strategic decisions for effective implementation of marketing plans.
1. IB UNIT 4 - The Strategy and Structure of International Business.pptxShudhanshuBhatt1
The document discusses various aspects of global strategy and international business. It covers:
1. The objectives of global strategy as maximizing firm value through profitability and responsible operations.
2. Determinants of enterprise value such as profitability, growth, and strategic positioning on the efficiency frontier.
3. Key considerations for global strategy including organizational structure, controls, culture, and adapting to changes.
4. Leveraging location economies, experience effects, core competencies, and subsidiary skills through international expansion.
Marketing of Financial Products and Services Trinity Dwarka
Financial Market is a mechanism that allows people to buy and sell financial securities (such as stocks and bonds) and items of value at low transaction cost.
Tourism marketing utilizes technology in several key ways:
1. Websites, emails, and digital marketing allow tourism businesses to connect with customers online and track return on investment.
2. Social media gives businesses an online presence and helps them rank higher in search engines.
3. E-tourism incorporates technology into all business functions and processes to improve competitiveness in the industry.
4. Specific tourism software products help operators manage operations like bookings, reservations, and planning.
This document provides an overview of marketing financial products. It discusses key concepts like understanding customer needs and wants and delivering satisfaction more effectively than competitors. The document also outlines the syllabus which focuses on topics like market segmentation, consumer behavior, marketing communications, distribution, pricing and sales force management. Several reference books are also provided. The document then discusses the changing landscape in financial services and products driven by factors like increasing customer expectations, globalization, and technological advancements. It emphasizes that marketing of financial products is important for understanding customers, satisfying them, excelling competition, and innovating product mixes.
Topics Covered:
1) Marketing
2) International vs Domestic Marketing
3) 4P's of international marketing
4) How to make your company global
5) Segmentation, Targeting, Positioning in International market
6) Social Marketing
7) Ecommerce Marketing
8) International Terms
Chapter 4 Creating and Implementing the Promotion(Tourism and Hospitality Ma...Md Shaifullar Rabbi
The document discusses distribution channels and how they work. It defines distribution channels as the links between production and consumption. Channels can range from simple with two layers to complex with several levels of intermediaries. Common channel levels include manufacturers, wholesalers, retailers, and consumers. The document then discusses the role of distribution in getting products from factories to customers. It influences pricing and positioning. Effective distribution requires coordination between channel members. Finally, it provides examples of traditional channel types like direct sales, brokers/distributors, and wholesalers/retailers.
This document outlines key concepts in marketing tourism as a service product. It defines marketing and differentiates it from selling, discussing how marketing focuses on customer needs through integrated efforts. The document also describes the evolution of marketing from a production to sales to modern customer-oriented approach. It covers characteristics of tourism as a service, risks, and adoption of marketing operations. Finally, it discusses criticisms of purely profit-focused marketing and the importance of societal responsibility.
This document provides an overview of key concepts in sales management and analytics including sales forecasting, recruitment, selection, and training. It discusses common sales management topics such as sales quotas, territories, and budgets. Various sales forecasting methods are described including qualitative and quantitative techniques. The roles and objectives of sales management are outlined in recruiting, selecting, and training a sales team. Factors affecting sales forecasting and elements of an effective forecast are also summarized.
Lecture for the Subject Tourism Marketing for the College of International Travel and Hospitality Management of the Lyceum of the Philippines Cavite for the Second Semester of Academic Year 2015-2016.
Lecture for the Subject Tourism Marketing for the College of International Travel and Hospitality Management of the Lyceum of the Philippines Cavite for the Second Semester of Academic Year 2015-2016.
Chapter 5 Market Segmentations, Targeting and Positioning in Hospitality indu...Md Shaifullar Rabbi
This document discusses market segmentation, targeting, and positioning in the hospitality industry. It begins by defining market segmentation as dividing a market into subgroups with similar characteristics. It then discusses the four main types of segmentation: demographic, behavioral, geographic, and psychographic. Next, it covers target market selection and the benefits of segmentation. The document concludes by explaining market positioning and different positioning strategies.
Chapter 4 Marketing of Tourist Destinations (Destination Management)Md Shaifullar Rabbi
This document discusses destination marketing strategies. It begins by defining destination marketing as promoting a location to potential visitors to increase tourism. The rest of the document provides details on developing a destination marketing plan and strategy. It outlines 14 specific destination marketing strategies, such as defining unique selling points, targeting audiences, and using influencers and social media. It then describes a 7-step process for creating a destination marketing plan, including analyzing the internal and external markets, setting prices, developing a budget, and creating a marketing strategy to promote the destination.
This document discusses key concepts in marketing tourism, including the traditional 4Ps marketing mix of product, price, place, and promotion. It notes that tourism products have intangible characteristics like experiences. The 7Ps model is also introduced, which expands on the traditional model by including people, process, and physical evidence. Tourism differs from other industries in that the product experience spans from pre-trip anticipation to post-trip reflection, and involves integrating multiple suppliers. Marketing tourism requires understanding target markets' expectations and managing employees, processes, and physical facilities to deliver a consistent brand experience.
The document discusses business markets and buying behavior. It defines business markets as consisting of individuals, organizations, or groups that purchase products for resale, direct use in production, or operations. Marketing to businesses employs the same concepts as consumer marketing but there are important structural and behavioral differences in business markets like smaller customer populations and different buying methods and quantities purchased. The key categories of business markets are producer markets, reseller markets, government markets, and institutional markets. It also outlines the characteristics of transactions, attributes of customers, primary customer concerns, methods of business buying, types of purchases, factors influencing demand, the business buying decision process, and influences on those decisions.
The document discusses various international business strategies that companies can employ when expanding globally, including global, international, multi-domestic, and transnational strategies. It analyzes the pros and cons of each strategy based on the pressures of local responsiveness and cost reduction. Additionally, the document explores concepts like core competencies, economies of scale, and global learning which are important considerations for companies developing international business strategies.
This document provides an overview of tourism marketing. It discusses key concepts like the marketing concept, target markets and segmentation. Tourism marketing aims to achieve growth in tourism by satisfying tourists and earning profits. The tourism product is complex as it involves many industries and consumer preferences vary widely. Marketing strategies for tourism consider characteristics like the product being intangible and consumption happening instantly. The document also covers SWOT and PEST analysis for tourism marketing and the economic importance of marketing.
international marketing analyst certificationVskills
Vskills certification for International Marketing Analyst assesses the candidate as per the company’s need for international marketing. The certification tests the candidates on various areas in international marketing like political environment, international trade theory, social & cultural environment, international marketing research, segmentation, targeting, positioning, market entry, international services marketing, global advertising and promotion, channel development and e-marketing
This presentation discusses business development and management at Hilton International hotels. It introduces the topics, then examines Hilton's business development activities including prospecting, networking, and awareness building. It also analyzes Hilton's marketing approaches like customer awareness, brand awareness, and strategic partnerships. The presentation further discusses using Ansoff's growth matrix and the business objectives and functions of business management at Hilton. It concludes by recommending ways to improve operations and business development performance at Hilton International.
The document discusses various aspects of marketing mix and its elements - product, price, place, promotion and additional element of people. It provides details about each element, including factors to consider for product planning, levels of products, pricing procedures and strategies, distribution channels, various promotional tools, and importance of employees in service industry. The marketing mix is a set of controllable variables that can be used to influence customer response. Each element requires strategic decisions for effective implementation of marketing plans.
1. IB UNIT 4 - The Strategy and Structure of International Business.pptxShudhanshuBhatt1
The document discusses various aspects of global strategy and international business. It covers:
1. The objectives of global strategy as maximizing firm value through profitability and responsible operations.
2. Determinants of enterprise value such as profitability, growth, and strategic positioning on the efficiency frontier.
3. Key considerations for global strategy including organizational structure, controls, culture, and adapting to changes.
4. Leveraging location economies, experience effects, core competencies, and subsidiary skills through international expansion.
Marketing is one of the most important units of a business. It helps to identify the needs and demands of the customers. Thus business can render products according to customers at their need. Marketing also helps in introducing a new product in the product market. This eventually helps to earn profit and brings growth for the business. The main purpose of a sales promotion is to increase sales by predicting and achieving focus of target customers. This presentation is about marketing in hospitality. A thorough discussion on this topic is depicted for better knowledge.
This document defines and discusses service marketing. It begins by defining service according to the American Marketing Association as activities, benefits, or satisfactions offered for sale or in connection with goods. Service marketing focuses on selling non-physical products like services. There are two types: business-to-customer which provides services to individuals, and business-to-business which provides services between companies. Service marketing is beneficial as it can lead to recurrent sales from satisfied repeat customers, positive customer reviews that drive more business, and economic growth through increased employment, GDP, and exports.
The document discusses key concepts in services marketing. It begins by defining services and providing examples. It then distinguishes between goods and services. Key features of services are discussed, including intangibility, perishability, inseparability, heterogeneity, and simultaneity. The 7Ps marketing mix framework for services is introduced, comprised of product, price, place, promotion, people, physical evidence, and process. Relationship marketing and its goals and strategies are summarized. Finally, the document discusses market segmentation in services marketing.
This document outlines the product development process for new ventures. It discusses 8 key stages: 1) idea generation, 2) idea screening, 3) concept development and testing, 4) marketing strategy development, 5) business analysis, 6) product development, 7) market testing, and 8) commercialization. For each stage, it provides details on the goals and activities involved such as generating product concepts, testing concepts with customers, developing a marketing plan, estimating costs and profits, creating product prototypes, and conducting market entry tests. The document emphasizes gathering customer feedback at multiple points to refine the product and marketing strategy.
An organization’s success is influenced by factors operating in its internal and external environment;
An organization can increase its success by adopting strategies that manipulate these factors to its advantage.
A successful organization will not only understand existing factors but also forecast change so that it can take advantage of change within the environments in which it operates. The marketing environment surrounds and impacts the organization. There are three key perspectives on the marketing environment, namely the 'macroenvironment,' the 'microenvironment' and the 'internal environment'.
The document discusses the marketing mix, which refers to the combination of factors that can influence consumers' purchase decisions. It describes the history and evolution of the marketing mix concept from its origins in the 1940s to the modern 4Ps framework. The core elements of the marketing mix are product, price, place, and promotion. The document also examines extensions to the marketing mix, such as the 7Ps for services marketing and the alternative 4Cs model with a stronger customer focus.
Creating Products and Pricing Strategies to Meet Customers' Needs.pptxMSShorts1
The document discusses various marketing concepts including the marketing concept, the 5 Ps of marketing (product, price, place, promotion, people), market segmentation, the product life cycle, and product and service pricing strategies. It explains that marketing involves understanding customer needs and providing goods/services to meet those needs. Key aspects of developing a marketing strategy are choosing target markets and developing competitive advantages through differentiation. The document also covers buyer behavior influences and classifications of consumer and business products.
An advertising or marketing brief is a document that outlines the goals and parameters of an advertising campaign. It establishes:
1) The objectives of the campaign such as increasing brand awareness or sales.
2) The target audience that the campaign aims to reach.
3) The strategies and messaging that will be used to appeal to the target audience.
4) Additional details like budget, timeline, and restrictions.
The brief ensures all parties involved in the campaign understand its purpose and scope. It provides guidance for the creative team to develop ideas that align with the client's goals.
The document discusses international marketing and the Yoti organization. Yoti was founded in 2014 with the goal of creating a secure identity platform. It aims to protect personally identifiable information within its mobile app. The app was developed to make the company more useful to customers and contribute to industry growth. International marketing involves strategies tailored to individual countries, while global marketing refers to advertising products internationally. Local marketing focuses on attracting nearby customers. The document also discusses Yoti's marketing mix, strengths, weaknesses and opportunities in local and international markets.
This document provides an overview of key concepts in marketing management. It discusses the marketing process, scope of marketing, core concepts like segmentation and the marketing mix (4Ps). It also covers new product development stages, classification of new products, product life cycle, and factors influencing distribution decisions. The document is an introductory guide to understanding markets and the marketing function in businesses.
Chapter 1 DEFINING MARKETING FOR THE 21st CENTURYNishant Agrawal
DEFINING MARKETING FOR THE 21st CENTURY
WHAT IS MARKETED?
DEMAND STATES
Core MARKETING CONCEPTS
MARKETING CONCEPTS
Company orientation
Towards marketplace
COMPANY ORIENTATION
Holistic Marketing Concept
Understand four Ps (Marketing Mix)
MARKETING TASKS
The document discusses key concepts in marketing including functions of marketing, the role of marketing in firms and the economy, marketing mix, and elements of the marketing mix. Specifically, it notes that marketing helps focus a firm's activities on customer needs and satisfaction, and in an economy it can inspire new business and ensure smooth flow of goods. The marketing mix refers to the four P's of Product, Price, Place, and Promotion. Elements of each include features for Products, pricing objectives for Price, distribution channels for Place, and advertising and selling for Promotion.
The document discusses marketing strategy formulation. It begins by explaining that every business unit develops functional strategies for key departments like marketing to support the overall business strategy. Marketing strategy involves processes like understanding customer needs and demands. The marketing mix or "4Ps" of product, price, place, and promotion are also discussed in depth in terms of the various decisions involved in each element. Other aspects of marketing discussed include the marketing environment, analysis, planning, and various strategy techniques.
The document provides an overview of key concepts in marketing including the marketing mix, elements of marketing, and functions of marketing management. It defines marketing as meeting needs profitably and identifies the four Ps of the marketing mix as product, price, place, and promotion. It also discusses the importance of marketing in satisfying customer wants, generating employment, improving standards of living, and facilitating economic growth. Additionally, it outlines the managerial and functional activities involved in marketing management such as determining objectives, planning, organizing, staffing, directing, coordinating, and controlling the marketing function.
Hi, I did my master's programme at the prestigious university of Dundee. Do find my thesis report on the topic Digital marketing of Hilton Hotel in The Netherland. It was great. During my bachelor study at Hoge school Rotterdam, I wrote a thsis on Export of Martenal Mobile Hospital to Nigeria. I enjoyed my studies in The Netherlands and in Scotland as well.
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https://www.productmanagementtoday.com/frs/26903918/understanding-user-needs-and-satisfying-them
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This presentation provides a thorough examination of Over-the-Top (OTT) platforms, focusing on their development and substantial influence on the entertainment industry, with a particular emphasis on the Indian market.We begin with an introduction to OTT platforms, defining them as streaming services that deliver content directly over the internet, bypassing traditional broadcast channels. These platforms offer a variety of content, including movies, TV shows, and original productions, allowing users to access content on-demand across multiple devices.The historical context covers the early days of streaming, starting with Netflix's inception in 1997 as a DVD rental service and its transition to streaming in 2007. The presentation also highlights India's television journey, from the launch of Doordarshan in 1959 to the introduction of Direct-to-Home (DTH) satellite television in 2000, which expanded viewing choices and set the stage for the rise of OTT platforms like Big Flix, Ditto TV, Sony LIV, Hotstar, and Netflix. The business models of OTT platforms are explored in detail. Subscription Video on Demand (SVOD) models, exemplified by Netflix and Amazon Prime Video, offer unlimited content access for a monthly fee. Transactional Video on Demand (TVOD) models, like iTunes and Sky Box Office, allow users to pay for individual pieces of content. Advertising-Based Video on Demand (AVOD) models, such as YouTube and Facebook Watch, provide free content supported by advertisements. Hybrid models combine elements of SVOD and AVOD, offering flexibility to cater to diverse audience preferences.
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The impact of OTT platforms on the Bollywood film industry is significant. The competition for viewers has led to a decrease in cinema ticket sales, affecting the revenue of Bollywood films that traditionally rely on theatrical releases. Additionally, OTT platforms now pay less for film rights due to the uncertain success of films in cinemas.
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2. Introduction
• This presentation will illustrate the
components of product then the
assessment of advertising media
that could be used for sales
development situations. The
evaluation of use of external
merchandising customer volumes
will also be addressed. Assessment
of the influence of design and
layout on customer spending along
with the review and evaluation of
the effectiveness of the internal
merchandising materials will be
addressed. Entrance of Hilton Hotel
credits: https://academiapapers.net/
3. Key Components of the product
• Accommodation: on the context of Hotel
industry it is important that the major focus is
given on the key components of the product that
not only helps to generate a higher output but
also ensures a core reflection for the operations.
• Amenities: different types of amenities are also
part of the hotel product that adds value to the
services of the consumers.
• Attraction: the product that is developed needs
to be attractive on the eye of the
consumers(Law, 2011).
• Activities and facilityes: to be able to determine
and derive the key implication different activities
will be taken under consideration for the product
development and several facilities that are
included in it (Monden, 2013).
credits: https://academiapapers.net/
4. 2.2 an assessment of the advertising
media that could be used for sales
development situation
• Adverting media
• Channel through which the advertising message can be conveyed to target
customers
• Social media
• the use of social media such as YouTube, Facebook and Twitter to promote
the brand of Hilton Hotel
• Attract maximum customers across the world
• Create effectiveness awareness regarding the products and services of the
Hilton Hotel
• Television
• The use of TV media to launch the new product by Hilton Hotel
• Increases the sales volume and profitability
• Target all kind of people such as old, young, lower class, upper class and
so on
• Promote new and existing products of the Hilton Hotel
• Newspaper
• The use of newspaper to promote the brand of Hilton hotel in the UK
• Target all type of customers to ensure better revenue
5. Advertisement that can be used
for Hilton Hotel
• Major approaches to advertisement that can
be included Is addressed below:
• Print Media: this is one of the cheapest
approach in the advertisement context but in
terms of feel, look and understand it fails in
several areas. However, this can be carried
out in an effective manner so that a practical
response can be recorded from people from
every stage (Hitz, Murphy and Sigala,
2006).
• Broadcast Media: with the approach of
getting a practical set up this can be
considered and utilized for the necessary
attributes and taking this under
consideration this can help to share the
experience in a lot more sensible manner
(Law, 2011).
6. Evaluation of the use of external
merchandising to maximize
customer volumes of Hilton Hotel
• The approach of promoting the business
outside the territory known as merchandising.
These can carry a bigger value in several
areas of business including the hotel
business. The approaches are addressed
below:
• Different types of displays such as billboards,
furniture and posters and displays can be
considered one of the used approaches for the
organization (Goldsmith and Tsiotsou, 2012).
• Through these medium highlighting the rooms
and services and different products that can
attract the consumers out of curiosity (Harris,
2007).
credits: https://academiapapers.net/
7. Assessment of the influence of the design and
layout on customer spending of Hilton Hotel
• Design and Layout can be taken with two
different approaches and these are
addressed below:
• External appearance: from the external
side of evaluation the consideration of the
building design layout of it, decoration and
ambience can be considered as one of the
important factors that can contribute in the
process of gaining the insight for the
operations (Plunkett, 2009).
8. Cont’d.
Internal Appearances: with the
best possible services and
implications along with the
consideration for the quality can
be taken under consideration for
the further set of customer
standing and these attracts more
consumers towards in the long
run (Phillips, 2008).
9. Review and Evaluation of the effectiveness
of internal merchandising materials
• Internal merchandising is considered as most
effective aspect of the operation and these
include the internal development of the
merchandising material that not only focuses on
the internal layout but also different approaches
that promote the business. Such as printed
tissue, cash jackets and many more (Ogunleye,
2014).
• These also contribute through higher retention of
the consumers, the messages can be targeted
with more specified audience and output for the
operation (Monden, 2013). These can help to
maximize the values of the organization in a long
processed approach that are crafted with
innovation and creativity promoting the brand.
10. Different promotional activities
according to different scenarios
• Different types of promotional activities that are
associated with the operation are addressed
below:
• Advertising: within the media this is an important
aspect that can be utilized and applied for the
most convenient form of operation that not only
illustrated to have the understanding about the
product but also better visualization of it (Hitz,
Murphy and Sigala, 2006).
• Sales promotion: this one is better focusing on
the basic platforms and implication these can be
carried out in an effective manner.
• Personal Selling: With this under consideration
personal selling can help to maximize the sales
as it outreaches the consumers in the long run
(Law, 2011).
11. Key principles that should be
included in a sales training program
• There are several principles that are required to be
addressed in the training program and these are given
below:
• Individuality: developing and caring ones individuality not
only allows to determine the best possible positioning for
the brand but also embraces a better support for the factors
that keep several aspects aside from other brands.
Therefore, these need to be kept in mind for the further
possible time and implication (Goldsmith and Tsiotsou,
2012).
• Specificity: it is also an important quality that not only
addresses the precise aspect for the product and these
help to generate a clear perception regarding the product
for the consumers.
• Practicality: while developing and carrying out the services
these need to be practical so that the consumers can gain
the better response and implication from it (Harris, 2007).
12. Conclusion
• This presentation highlighted several
aspects including the sales development
on the context of the Hilton Hotel but also
different other frameworks including the
merchandising and other aspects of the
operations. Finally the reflective
assessment and implication for the further
evaluation of the strategies can also be
addressed which has been reflected in the
presentation.
13. References
• Croft, C. (2004). Concrete architecture. Salt Lake City: Gibbs Smith.
• Five Star Service, One Star Budget. (2006). Pearson Education UK.
• Gatti, M., Grazia Mereu, M., Tagliaferro, C. and Brugia, M. (2001). Changing occupational profiles in
the hotel industry. Luxembourg: Office for Official Publications of the European Communities.
• Goldsmith, R. and Tsiotsou, R. (2012). Strategic Marketing in Tourism Services. Bingley: Emerald.
• Harris, P. (2007). Accounting and financial management. Amsterdam: Elsevier Butterworth-
Heinemann.
• Hitz, M., Murphy, J. and Sigala, M. (2006). Information and communication technologies in tourism
2006. Wien: Springer.
• Law, R. (2011). Information and communication technologies in tourism 2011. Wien: Springer.
• Monden, Y. (2013). Management of service businesses in Japan. Singapore: World Scientific.
• Ogunleye, F. (2014). African film. Newcastle upon Tyne: Cambridge Scholars Publ.
• Phillips, J. (2008). Measurement in action. San Francisco, Calif.: Jossey-Bass.
• Plunkett, J. (2009). Plunkett's airline, hotel & travel industry almanac. Houston, Tex.: Plunkett
Research Ltd.