products and services or for resale to others (Kotler and Armstrong, 2005).
ICT and its Strategic Importance to Business
The importance of ICT as a strategic tool is a moderating factor in determining the customer loyalty. The information revolution is sweeping through the economies. No...
Technologies to Win the Customers You Want and Keep Them Forever, New York, NY : John Wiley and Sons Publishers
Kotler P. and Armstrong G., (2005), Principles of Marketing New Delhi, India : Prentice Hall Publishers.
Lovelock C. H., and Wright L., (2002), Principles of Service Marketing and...
research instrument post which few changes were implemented to
fine tune the questionnaire. All the questions were multiplechoicequestions
where the number of options ranged from 2 to 5.
• The data which was collected was punched in MS Excel and the data was
analyzed with the help of different...
, “Marketing research- an applied approach”, 6th Ed., McGraw- Hill.
• Kotler, P. and Armstrong G. 1999, “Principles of Marketing”, 8th Ed., Prentice Hall.
• The potential business benefits of corporate social responsibility available from: http://www.articlesbase.com/corporate-articles/the-potential...
questions which leads to the purpose and delimitations of the paper.
MarketingMarketing is the transfer of information from companies to customers which aims to generate in an exchange of value which gives the company and its shareholders higher returns. (Kotler & Keller 2006...
must then design the actual product and find ways to augment it in order to create the bundle of benefits that will best satisfy consumers.
Source: Armstrong, Gary and Kotler, Philip. Principles of Marketing, 7th Edition. Prentice-Hall International, Inc. 1996
from figure 11. This question was a multiplechoice. It seemed that most respondents answered clothes, hats and shoes which accounted for 73.11% of the total respondents. The second largest category was cosmetics which took 66.39% of the total respondents. The categories of products for daily use...
of activities, such as: advertising, sales promotion, public
relations, and direct selling. In figure 2 the four elements adapted from Holloway (2004)
are presented. (Holloway 2004, 53; Kotler & Armstrong 2010, 76.)
FIGURE 2. The traditional four P’s of the marketing mix (Holloway 2004...
Central Role of Strategic Planning 41
MARKETING INSIGHT Views on Marketingfrom Chief Executive Officers 42
MARKETING INSIGHT Keys to Long-Term Market Leadership 43
Marketing Management, Twelfth Edition, by Philip Kotler and Kevin Lane Keller. Published by...
groups such as family, friends, reference groups, and society in general.
Buyers’ characteristics are important theories fromKotler and Armstrong (2007) and it explains the way that the consumer interprets and receives stimuli from advertisements. The decisions of...
. Zinkmund, W. (2000). "Business Research Methods" [6th edition].Orlando: The Dryden Press
3. Kotler P, Armstrong G, Saunder J and Wong V.(1999)."Principle of marketing'. [2nd edition].
England; prentice hall.pg 142
4. Ghauri, P and Gronhaug, K. (2005) "Research Methods in Business Studies...
to capture value from customers in return. (Principles of Marketing, 14e, Kotler and
Marketing: The activity , set of institutions, and processes for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners, and society at...
identifying a distinct group of consumers whose purchasing behavior differs from others in certain important ways (Armstrong and Kotler, 2010). The purpose of segmentation is to optimize the fit between the purchasing behavior of customers in a given segment and the marketing mix.
Marketing Mix Strategies...
Food Quality and Preference, The study involved consumers at different stages of development and highlights the importance of adopting a “sensory marketing approach,” said the researchers from French research organization Adrian, the University of Rennes. “Companies need to continuously innovate to...
distribution they use different packaging materials and levels of packaging.
1.2 Statement of the Problem
Green marketing is in the focus of present marketing practice due to the pressure that arise from inclined environmental awareness in the global climate change.
According to P. Kotler...
sensitive questions for the respondents.
The questionnaire produced consists of several elements of the standard questionnaire design. Many questions were multiplechoices and closed ended questions stemming from:
* Fixed alternative items
* Itemised rating scale...
Edition, New Jersey.
Armstrong, Gary and Kotler, Philip (2010), 'Principles of Marketing’, Prentice Hill, 13th Edition, New Jersey.
Bachmann, Dieter (2008), ‘Supermarkets on the rise’, The Daily Star, December 26, 2008.
Food Marketing Institute, 2000. ‘Supermarkets offer More Services and Product...
. (Kotler, 2008) On the other hand, globalization creates also tremendous marketing challenges (Keegan & Schlegelmilch, 2001). Among those, the execution of globalmarketing research may differ substantially from the process of domestic research; also global market researchers are faced with broader...
by Philip Kotler is one of the best known and most read marketing books of all time. With the first edition being from 1967, currently there are 13 editions of this book available; this book has been able to stand the test of time. This is done by continuous updates to keep up with the latest...
suggested by numerous authors has different number of stages. For the purpose of the study three NPD processes will be analysed.
2.3.1 Kotler’s NPD process
Source: Kotler (1999:236) Marketing management 10th edition
Kotler’s NPD process is different from other NPD processes in that...