Managerial implications for strategic planning: The theoretical separation of brand equity and brand value: Keywords: brand equity; brand value; marketing strategy Brand equity is a priority topic for both practitioners and academics. This article presents a new conceptual framework that establishes brand equity and brand value as two distinct constructs. Brand equity moderates the impact of marketing activities on consumer’s actions‚ implies a consumer based focus
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(none)‚ sales (one way‚ marketing (two way) What can be marketed: Goods‚ Services‚ Places‚ Persons‚ Ideas‚ Events‚ Organizations‚ Information‚ Experiences. Mkt Myopia: Focusing on short-term profits instead of long-term customer relationships. CLV: NPV of all profits over lifetime of customer. Needs: Basic human requirements. Become wants when directed to specific objects. Demands wants for specific products Segmentation: distinct‚ operational‚ profitable. Bases and profiles. Demographics
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Implementing Social Media in the Workplace (Facing Obstacles and How to Overcome Them) Following the American Psychological Association’s Guidelines Bill Coffill Endicott College Social Media originally began‚ and has long been viewed as a solely a conduit for personal interactions‚ and a way for friends‚ family‚ and acquaintances to remain connected. As of 2009‚ Facebook alone hosted 200 million users‚ double from just one year earlier (Hempel‚ 2009). Due to social media’s
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their present and future successes. KPI‚ when properly designed‚ should provide all staff with clear goals and objectives‚ combined with an understanding of how they relate to the overall success of the organization. Example of good KPI could be: CLV (Customer Lifetime Value)‚ Segment market-shares‚ sales per channel‚ sales per product line‚ etc. Published inside the company and regularly consulted as a reference‚ they will quickly create commitment towards the same goals. The involvement of
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Group 10 MARK247 Case: Starbucks Questions for Discussion 1. What factors accounted or the extraordinary success of Starbucks in the early 1990s? What was so compelling about the Starbucks value proposition? What brand image did Starbucks develop during this period? (team 9‚ 10 & 11) Factors: It is own value‚ creating an uplifting experience every time customers walk through the door; located in high traffic‚ high visibility‚ retail centre. Innovation e.g. set up an espresso bar in their
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Activity Based Costing (ABC) is best known for its appilcation in computing product costs‚ but firms also find it useful in determining the cost of serving customers and as a basis for evaluating the profitabilty of a specific customer or group of customers. Why is this important? Most managers agree that 80% of their profits come from the top 20% of their customers and most important‚ the bottom 20% of their customers are unprofitable. For example‚ to compete with Walmart‚Best Buy works hard to
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?.1 lf the slope of the C* vs Cscurve is -0.15 ancl the pitching monrent atzero lift is equal to 0.0g‚ determine tfre trim iift coefficient. lf the center of gravity of the airplane is located at X.o / c = 0.3‚ determine the stick fixed neL:tral point. SP-lul-q’!: dc_ Given: ---u = -6‚15 Cr.n = 0.Ct8 @ C‚- = 0 X6gic=0.3 Finci: The trim litt coefficient and the stick fixed neutial point. r^ umlUL-o t‚gto. t.‚rflcg .A dC‚_ ’*’t Lrrncg ’lrltn ‚a ‚
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Rosewood Hotels and Resorts is a business that has 12 establishments worldwide. Until 2004‚ the company has run an individual branding strategy; but recent events‚ such as the adoption of a new President and CEO‚ have the company considering a corporate branding strategy. Rosewood seems to have hit a roadblock with their current strategy; they are concerned that their guests do not fully understand the Rosewood brand. Rosewood believes if they are able to adopt a corporate brand‚ that their guests
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`MARKETING ONLINE BUSINESS CONSULTANT Marketing Online Business Consultant Abstract A challenging opportunity has been presented to work as a Marketing Online Image Consultant for Google Corporation. Google Corporation is looking to expand their products to home-based users. The objective is to promote the array of tools they currently employ for businesses and extended to personal users that utilize social engines such as Facebook‚ Skype or Instant Messaging
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EB 2003-02 February 2003 FOOD INDUSTRY MANAGEMENT CORNELL U N I V E R S I T Y Customer Relationship Marketing (CRM) in the U.S. Supermarket Industry: Current Status and Prospects Gerard F. Hawkes Senior Extension Associate Food Industry Management Program Department of Applied Economics and Management College of Agriculture and Life Sciences Cornell University‚ Ithaca‚ NY 14853-7801 Teaching • Research • Executive Education IT IS THE POLICY OF CORNELL UNIVERSITY actively to support
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