THE INFLUENCE OF INTERNAL MARKETING ELEMENTS ON BRAND IMAGE OF SELECTED CAR RENTAL COMPANIES IN SOUTH AFRICA STUDENT NAME XXXXXX (student number) Thesis submitted in fulfilment of the requirements for the degree PhD in Marketing Management in the Faculty of Management at the University of Johannesburg JOHANNESBURG September 2009 Supervisor: Prof xxxxx Co-supervisor: Dr yyyy Table of contents ____________________________________________________________________________
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Objectives 3 Methodology 3 Understanding marketing mix and the four Ps 4 Marketing Mix Strategy Using Four P’s 6 Product 6 Product differentiation 7 Feature 7 Ingredients 8 Quality 8 Packaging 9 Price 10 Discount 12 Allowances 12 Payment Period or Credit Terms 12 Place 13 Channels 14 Transport 15 Coverage 15 Promotion 16 Sponsorship 18 Personal Selling 19 Public Relations 19 Internet marketing 19 Sales Promotion 20 Advertising 20 Conclusion 21 Introduction
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Intro Coca Cola was introduced in 1886. It began with the curiosity of Dr. John S. Pemberton a pharmacist‚ he wanted to create a drink to substitute his use of morphine; since he was addicted. As he succeed by creating the prototype Coca-Cola recipe‚ in Pemberton’s Eagle Drug and Chemical House. He made the drink by using syrup mix and carbonated water‚ after accomplishing his task of making the drink. He was set out to let his pharmaceutical neighbors to try it‚ those who sampled the product were
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the second largest fast-food franchise in the world. Approximately 5000 of these locations are non-traditional units -- such as convenience stores‚ truck stops‚ colleges/universities‚ hospitals‚ military bases‚ arenas‚ shopping malls‚ and more. Their goal is to be the largest fast-food franchise in every market. But let’s get one thing straight‚ Subway is not your everyday fast food outlet. They don’t sell hamburgers or greasy French fries; they’re in the business of healthy eating‚ their main products
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and it continues to dominate and increase share. Being faced with insurmountable competition from Google‚ whose name is already entrenched in the public consciousness‚ Bing is in its development stage as a product. Microsoft‚ the service’s parent company‚ has had difficulty in the past carving into the search engine market that is almost completely Google’s. Yahoo is also the other biggest name in search engine technology‚ controls a fraction of its previous share. Besides these‚ Ask and AOL are also
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1. NBB seemed to agonize over the use of the word “folly” in its advertising campaign. What do you make of the company’s struggle with this decision? Also‚ how do you personally feel about their use of the word? NBB is known to be a brewing company which is fun and whimsy. Amalgamated helped NBB to came up with the tagline “Follow your Folly‚ Ours Is Bear” to invite customers to pitch their Beer dream and to win fame on New Belgium Brewing malleable costar and postcard. Its relevant-irrelevance as
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The Concept of Just-in-Time Delivery and Its Implications on the Marketing Strategy of a Company. by Mara Bateman July 26‚ 2008 1. Diagnose the underlying causes of the difficulties that the JITD program was created to solve. What are the benefits and drawbacks of this program? 2. What conflicts or barriers internal to Barilla does the JITD program create? What causes these conflicts? As Giorgio Maggiali‚ how would you deal with these? 3. As one of Barilla’s customers‚ what would your
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MARKETING STRATEGY INTRODUCTION Marketing strategy is a process that can allow an organization to concentrate its resources on the optimal opportunities with the goals of increasing sales and achieving a sustainable competitive advantage. Marketing strategy includes all basic and long-term activities in the field of marketing that deal with the analysis of the strategic initial situation of a company and the formulation‚ evaluation and selection of market-oriented strategies and therefore
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IKEA’s Marketing Strategy One thing that makes IKEA becoming the best known global furniture retailer in the world is its marketing strategy. IKEA is a strong ban and many people across the globe think of IKEA when they thought about furniture. The key success of marketing strategy is IKEA’s standardization. IKEA stores around the world look alike and they all contain core value of organization’s culture. It looks and operates the same in every market markets. However‚ IKEA stores have to adapt
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Business‚ Economics and Statistics Business Strategy Winter Semester 2014 Group assignment Patagonia and the outdoor apparel industry Vienna 5th of December Analysis of outdoor apparel industry Outdoor apparel is a rapidly growing segment of the global sport clothes market‚ which develops technologically in an ongoing way. One of the leaders on this market is an american apparel brand Patagonia‚ which was established in 1972. This company produces high-performance‚ but fully non-hazardous
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