Case Study #7: GE Question 1: Discuss the importance of B-to-B marketing and a strong B-to-B brand to GE. Needless to say it is very important to GE that they do well in B-to-B marketing and maintain a strong B-to-B brand. One of the obvious reasons is that a lot of GE’s product and service are business-oriented instead of consumer oriented‚ such as oil & gas‚ jet engines and industrial appliances. Many times‚ businesses need to be treated just like a human consumer‚ principles of basic marketing
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Marketing Case Study: Coke 1) The Coca-Cola company is being very strategic as to who it markets each of its products. For the most part‚ they do not overlap on who they market each product to; instead they are trying to create a brand that can be easily identifiable with one market. The first product primarily uses gender segmentation‚ Diet Coke is for the most part marketed to women who are trying to watch or lose weight. The next product‚ Coke Zero also uses gender segmentation as it is marketed
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Cameco Cameco Corporation (CCJ) has performed well this year up to now. The company’s revenue increased by 13 % in the second quarter and by 23 % in the first half of 2015. Gross profit also increased by 13 % in the second quarter and 16 % in the first half. The increase in gross profit of the company was led by a 50 % increase in the metric in the Fuel Services segment and 120 % increase in the NUKEM segment compared to the six month period of last year. Earnings after adjustments remained unchanged
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Background Conceptualized in 1946 as a manufacturer and supplier of photographic paper and related office equipment‚ Xerox is presently one of the biggest and oldest document-management company in the world. Xerox‚ initially known as Haloid‚ became significantly prominent in 1959 with the introduction of the world’s first plain paper photocopier dubbed as Xerox 914. Utilizing the process of xerography or electrophotography‚ Xerox 914 became an instant office item pursued by countless organizations
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Electronic Marketing Case Study 1. What was the Audi A1’s targeted consumer group and what were the objectives of Audi´s ‘The Next Big Thing’ campaign? Part 1 What was the Audi A1’s targeted consumer group? The Audi A1’s targeted consumer group was urban and lifestyle-oriented youthful people are attracted by the A1´s (premium subcompact vehicle) by emotional design and its sporting driving experience. This target group also needed to have a relatively high income‚ since the pricing strategy
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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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Case Study: note: NOTE for case: 1) Gleason and Client. Gleason needs investment not client 2) Note for Case: I expect a lifetime value model as part of case analysis else points will be deducted. Amy Morton is marketing manager at Gleason Printing. For nearly seven months she has been researching the printing needs at Metro Alliance for Wellness‚ a consortium of hospitals and therapy centers in Uniopolis. Amy figures that‚ excluding forms and billing‚ Metro contracts
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Strategic Marketing Case Study New Directions Plc. Introduction: The case is based on the growth and decline of a high street fashion chain founded in the late 1950 ’s having a extensive distribution network (490stores) within Britain. It refers to the developments & changes taken place during a period of 13years where the company has gone through an acquisition and change of Management after 9years of explosive growth within the industry. Whereas it is understandable that the Company should
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Ranbaxy’s criminal guilty plea and $500 million in fines and penalties has brought back the spotlight on corporate governance. The criminal case focused on sales in the US market. However‚ if media reports are to be believed‚ Ranbaxy committed systemic fraud in its worldwide regulatory filings. The US case dates back to the year 2004. This is the initial year when the Corporate Governance Code‚ which was issued by Sebi in the year 2000‚ was made mandatory. Therefore‚ it is quite likely that many
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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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