Kotler - marketing 3.0

Companies will want marketers to do more with less DISTRIBUTORS TRADITIONAL MEDIA COMPETITION PUBLIC SOCIAL MEDIA NETWORKS DISTRIBUTORS will demand more TRADE PROMOTION. This will leave less money for g , marketing research, advertising and consumer promotion for brand building and ultimately reduce brand equity. Investors will then Investors will then downgrade the stock. This will leave the company with fewer resources to prop up demand. d d This is a VICIOUS Traditional media such as TV 30‐second spots, newspapers, etc., are growing LESS EFFECTIVE Categories are so crowded with competitors that heavy price cutting will be UNAVOIDABLE The public, in its wish to spend less, will be less inclined to pay higher prices for top brands where the quality differences are minimal. There is a strong shift to store brands and sub‐ brands. This means brands This means that top brands are overvalued and there may be a brand bubble. Social media networks will play an increasingly influential role in shaping brand evaluations CIRCLE STRATEGIC vs TACTICAL MARKETING Most marketing departments are engaged in brand‐maintenance instead of brand‐ building. Company marketers spend only 15‐30% of their time doing true marketing activities. Company marketers spend only 15 30% of their time doing true marketing activities The rest of the time is spent on forecasting volume, securing approvals on label…

Building brand identity in competitive markets: a conceptual model Bhimrao M. Ghodeswar School of Management, Asian Institute of Technology, Klong Luang, Pathumthani, Thailand Abstract Purpose – The purpose of this conceptual paper is to identify important elements of brand building based on a literature review and case studies of successful brands in India. Design/methodology/approach – This paper is based on a review of the literature and takes a case study approach. The paper…

Produção, v. xx, n. x, p. xx-xx, xxx/xxx, xxxx doi: XX.XXXX/XXXXX-XXXXXXXXXXXXXXXXX Estratégia de marcas próprias no varejo supermercadista: um estudo comparativo entre Brasil e Inglaterra Verônica Angélica Freitas de Paulaa*, Andrea Lago da Silvab, Éderson Luiz Piatoc a *veronica@fagen.ufu.br, UFU, Brasil b deialago@ufscar.br, UFSCar, Brasil c piato@ufscar.br, UFSCar, Brasil Resumo O artigo analisa as estratégias de marcas próprias especificamente para o varejo…

The Richard J. Fox School of Business & Management Temple University, Philadelphia PA 19122, USA Branding Time: Swatch and Global Brand Management 1 RAM MUDAMBI, 2005 ram.mudambi@temple.edu Societe Suisse de Microelectronique et d’Horlogerie (SMH) was formed in 1983 by merging the two leading Swiss watch groups, SSIH and ASUAG. SMH and its main brand, Swatch, was the outcome of crisis for the Swiss watch industry. In a few short decades, foreign competitors with superior technology…

SUCCESSFUL FAST-FOOD FRANCHISING IN BRAZIL AND THE ROLE OF CULTURE: FOUR CASES By MARY E. RISNER A THESIS PRESENTED TO THE GRADUATE SCHOOL OF THE UNIVERSITY OF FLORIDA IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE OF MASTER OF ARTS UNIVERSITY OF FLORIDA 2001 ACKNOWLEDGMENTS I would like to express my gratitude to Dr. Terry McCoy, my thesis committee chair, for being a helpful mentor as I have became more and more involved with the study of business aspects in…

resource indicators for New Orleans and Louisiana pre- and post-Hurricane Katrina 128 6.1 Policy matrix: roles of government in tourism and policy types 153 7.1 Perceived impacts of tourism on destinations identified in tourism literature 166 7.2 FIFA requirements for government guarantees and infrastructure technical requirements for a World Cup (abridged) 174 7.3 Reasons for being in favour of or against World Cup bid 176 8.1 Timelines for traditions of tourism…

Opportunities in Brand Extension Authors: Chen Si Jia 891028-4986 Gu Jing 880711-T284 Supervisor: Gabriel Awuah Date of Submission: 31 May, 2012 Acknowledgements We would like to firstly thank our supervisor, Professor Gabriel Awuah, for his constant support and inspiring advices during the whole process of this dissertation. We would like to give our thanks to our opponent group members: Mazhyrina Yuliya and Negru Adela, for their careful corrections and suggestions.…

effective in the next few years DISTRIBUTORS DISTRIBUTORS will demand more TRADE PROMOTION. This will leave less money for marketing research, advertising and consumer promotion for brand building and ultimately reduce brand equity. Investors will then downgrade the stock. This will leave the company with fewer resources to prop up demand. This is a VICIOUS CIRCLE Marketing budgets will be lower TRADITIONAL MEDIA Traditional media…

different potential tourism developments and makes suggestions about the development of sustainability performance indicators. Finally, the paper highlights the importance of better knowledge management systems to support innovation in tourism. Tourism and Hospitality Research (2008) 8, 4–13. doi:10.1057/thr.2008.7; published online 18 February 2008 Although much of the discussion of innovation focuses on new products and technologies, all innovation is based on challenging existing…

BSBMKG515A Conduct a marketing audit Lecture 1 1 Unit of competency  Description  This unit describes the performance outcomes, skills and knowledge required to prepare for, conduct and report on a marketing audit in accordance with an organisation's marketing plan. No licensing, legislative, regulatory or certification requirements apply to this unit at the time of endorsement.  Elements      Prepare for a marketing audit Identify the form of a…