Company case : Southwest Airlines – Waging War in Philly 1. How do Southwest’s marketing objectives and its marketing mix strategy affect its pricing decisions? Answer : Operating under an intensely competitive environment ‚ Southwest Airlines carefully projects its image so customers can differentiate its product form its competitors .. To successfully secure its market position ‚ Southwest needs to be extremely Cost-efficient ‚Southwest has a well defined business model that uses single
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Text: Marketing Managment Chapter 4: Conducting Marketing Research Topic: Market Research; Measuring Market Productivity; Return on Investment Learning Objectives: 1. What constitutes good marketing research? 2. What are the best metrics for measuring marketing productivity? 3. How can marketers assess their return on investment of marketing expenditures? Video Title: Dunkin’ Donuts Link: http://windowsmedia.pearsoncmg.com/ph/bp/bp_video_library/dunkin.wvx Synopsis This
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S&S Air‚ Inc. 2009 Income Statement Sales COGS Other Expenses Depreciation EBIT Interest Taxable Income Taxes (40%) Net Income $20‚077‚000 $14‚985‚000.00 $2‚399‚000.00 $655‚000.00 $2‚038‚000.00 $362‚000.00 $1‚676‚000.00 $670‚400.00 $1‚005‚600.00 Dividends Add. To RE $205‚000.00 $800‚600.00 2009 Balance Sheet Current Assets Cash AR Inventory Total CA Fixed Assets Net P&E Total Assets 1. Ratios Current Ratio Quick Ratio Current Liabilities $365‚040 $1‚534‚680 $1‚238‚500 $3‚138‚220 AP Notes Payable
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Dove Case Questions: 1. What is a brand? Why does Unilever want fewer of them? 2. What was Dove’s positioning in the 1950s? What is its positioning in 2007? 3. How did Unilever organize to do product category management and brand management in Unilever before 2000? What was the corresponding structure after 2000? How was brand meaning controlled before 2000 and how is it controlled at the time of the case? 4. Spend a little time searching blogs‚ using Google Blog Search‚ BlogRunner‚ Technocratic
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Chapter 22: Managing a Holistic Marketing Organization GENERAL CONCEPT QUESTIONS Multiple Choice 1. ________ is the appointment of teams to manage customer-value–building processes and break down walls between departments. a. Reengineering b. Outsourcing c. Benchmarking d. Supplier partnering e. Customer Partnering Answer: a Page: 696 Level of difficulty: Easy 2. ________ is the greater willingness to buy more goods and services from outside
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DESIGNING AND MANAGING SERVICES | CHAPTER 13 379 Marketing Excellence >>The Ritz-Carlton Few brands attain such a high standard of customer service as the luxury hotel‚ The Ritz-Carlton. The RitzCarlton dates back to the early 20th century and the original Ritz-Carlton Boston‚ which revolutionized the way U.S. travelers viewed and experienced customer service and luxury in a hotel. The Ritz-Carlton Boston was the first of its kind to provide guests with a private bath in each guest
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feedback. Therefore‚ it was decided to start a market study to evaluate the potential sales capacity.300 malls were conducted to interview after testing with focus group. 4. Quantification of volume: A contract was signed between TruEarth and Nielsen BASES‚ a market research firm‚ to guess the potential sales. A BASES 1 test was about the customer’s awareness and interest‚ and BASES 2 test was about the taste besides the “line extension” study for any existing product line. Cucina Fresca: In late
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s Case Study: Marks and Spencer Where now for an icon of British retailing? History and background Early history Marks and Spencer (M&S) was founded by Michael Marks and Thomas Spencer in 1884 - he called his business ’penny bazaars’ with signs reading "Don’t ask the price‚ it’s a penny" (the forerunner of stores like Poundland today?) The company went public in the 1920’s and by the 1970’s M&S had established itself as a British institution with locations in every major town and
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Case Study – Corporate Social Responsibility – AMWAY Posted on Thursday‚ January 17‚ 2008 by BullsEye Rate This By the end of your reading‚ you should be able to answer the following questions: 1. What do you understand by the term Corporate Social Responsibility (CSR)? 2. Explain two actions that Amway and its IBOs are currently taking that involve CSR. 3. Analyse the key ingredients in Amway’s CSR strategy. Show how the strategy is designed to translate the vision into practical steps
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screen characters. Fast forward to modern day and enter stage left‚ Anthony John Soprano‚ Sr. Tony Soprano is the modern fictional face of the Mafia; he is viewed as the quintessential gentleman mobster; a man we love to hate. This thesis revolves around what makes the character so compelling and why we loved to hate him. On January 10‚ 1999‚ the veil was lifted and America was invited into the lives of Tony Soprano‚ his family and cohorts. For 86 weeks Americans took weekly forays into the mysterious
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