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Выбор и формирование стратегий маркетинга

Выбор и формирование стратегий маркетинга
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Стратегический маркетинг является основой маркетинговой политики предприятия, учитывающей интересы всех субъектов рынка в окружающей его среде, аккумулирующей новые тенденции развития промышленного производства на основе поступательности, интеграции, перспективности, разработки новых товаров и выхода на новые рынки. Стратегический маркетинг сохраняет и развивает достижения на рынке, открывает новые возможности, создает и обеспечивает перспективы развития предприятия в долгосрочной перспективе. Стратегический маркетинг можно назвать новой концепцией маркетинговой деятельности с самостоятельно развивающейся методологией исследований и собственной терминологической базой.

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Количество страниц: 112
Год выпуска: 2011
Автор на обложке: Зинаида Шуклина
ISBN: 9783846534540
Язык издания: Русский
Издательство: LAP Lambert Academic Publishing

Redefining Spectrum Explorer®

Redefining Spectrum Explorer®
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In this marketing plan, we first analyze the current situation and market trends by providing a Market Summary with its demographics, needs and trends. This is followed by a SWOT analysis and some critical issues that the product faces. The next sections then detail the marketing strategies financial information and controls of the project. The appendices contain numerous specific details, include the extended financial forecast data, with various scenarios and competitor and market information. If this plan is followed, in three short years, Spectrum Explorer® will have captured significant market share in the RF spectrum monitoring field and will have succeeded in realizing its stated goals. Additionally, Communications Research Centre (CRC) will position Spectrum Explorer® as the “expert’s” tool in the mind of the consumers.

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Количество страниц: 88
Год выпуска: 2012
Автор на обложке: Saad Bin Nasir and Bilal Latif
ISBN: 9783659307997
Язык издания: Английский
Издательство: LAP Lambert Academic Publishing

Cultivation and Marketing of Asparagus racemosus in Terai-Nepal

Cultivation and Marketing of Asparagus racemosus in Terai-Nepal
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The work has aimed to explore perception of its cultivation and marketing; find out profit and examine the trend of price per unit, quantity traded and income obtained from Asparagus. After analyzing data, March-April was found to be the suitable months of harvesting and March is the best month for harvesting of cultivated asparagus. Cultivators'' HHs have negative attitude towards Asparagus hybrid for cultivation in comparison to Asparagus wild as Asparagus hybrid has limited market and monopoly price, but Asparagus wild has many markets and competitive price. Regarding the profit and trend of marketing of Asparagus wild and hybrid, cultivators'' HHs get the profit of NRs 66353.37 per katha from asparagus wild and the profit of only NRs 4610.37 per katha from Asparagus hybrid if all the parts are sold. But they get the profit of NRs 5160.87 per katha from Asparagus wild whereas; undergo loss of NRs 5822.13 per katha from Asparagus hybrid if only roots are sold. So, the high priority of Asparagus wild for cultivation should be given due to the higher profit and price per Kg.

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Количество страниц: 84
Год выпуска: 2011
Автор на обложке: Bechu Kumar Vinwar Yadav
ISBN: 9783843388030
Язык издания: Английский
Издательство: LAP Lambert Academic Publishing

Impact of Social Media as a Marketing Tool in India

Impact of Social Media as a Marketing Tool in India
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Social Media as a tool for communication is getting popular by the day. 60% of respondents use social media for product consultation among peers. Also people put more importance to their Social Media Status. This is more prominent among females as compared to the males. Social Media Advertising has low impact on the respondents. It still has a long way to go before being recognized as a powerful marketing tool in India.

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Количество страниц: 56
Год выпуска: 2011
Автор на обложке: Sudhanshu Ashwini,Prashant Bansal and Ritwik Jain
ISBN: 9783844396010
Язык издания: Английский
Издательство: LAP Lambert Academic Publishing

The Effectiveness of Advertisements on Toothpaste Industry

The Effectiveness of Advertisements on Toothpaste Industry
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In today's business world, there is fierce competition among different brands of toothpastes. The primary aim of a company is to sell the products to the customers. The problem here is, "why should a consumer buy a particular brand of toothpaste?" Here, the author has analyzed five toothpaste brands, namely, Colgate, Close Up, Babool, Vicco and Pepsodent. Out of the five, which brand is most preferred by customers? Why should a customer patronage a particular brand? In order to attract the customers towards the products, which kind of media is preferable? Since there are innumerable ways to advertise the products, the author has tried his level best to show through empirical studies that TV is the most effective media for advertisements of toothpaste industry, followed by the Internet. The advertisements endorsed by celebrities/cricketers and eye-catching taglines could affect the consumers and increase the sale of the products. This book will immensely help the students of management, professionals, academicians and anyone else who is interested in producing advertising for marketing purposes.

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Количество страниц: 100
Год выпуска: 2013
Автор на обложке: Jayadev Sahoo
ISBN: 9783659172885
Язык издания: Английский
Издательство: LAP Lambert Academic Publishing

Greek Consumers’ Purchase Intentions towards Dairy Functional Foods

Greek Consumers’ Purchase Intentions towards Dairy Functional Foods
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Functional foods represent one of the food categories that are widely recognized for their added health benefits. The primary aim of this study is to identify the factors that influence the Greek consumers’ purchase intentions of dairy functional foods. The Theory of Planned Behaviour is adopted, as it is considered appropriate for this research. The study uses quantitative methodology. Overall 154 complete and usable questionnaires were obtained. The statistical procedure used for testing the hypotheses is mainly multivariate linear regression. A proposed model is developed, which could be further validated in the future, as 63.4% of the variables are explained by the model. The value of this study is that having a better understanding of the factors behind purchase intention of dairy functional foods could assist marketers of these products to improve their marketing communication messages and channels used.

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Количество страниц: 116
Год выпуска: 2013
Автор на обложке: Stela Cazacu
ISBN: 9783659309939
Язык издания: Английский
Издательство: LAP Lambert Academic Publishing

The Ethical Dilemma of Advertising

The Ethical Dilemma of Advertising
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Sex sells, but should it? This is one of the great myths of Ethical Advertising. As it has been a major phenomenon over the past few decades. This work presents a qualitative study regarding the consumers perspective of what is ethical and what is not in TV advertising within the Egyptian context. The purpose of this study is to determine how consumers judge a TV ads’ ethical nature and what criteria their judgments are based on. The study will also look at how they respond to the different unethical practices of TV advertising and how Egyptian consumer perceive and respond to each of them.

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Количество страниц: 176
Год выпуска: 2013
Автор на обложке: Ayat Yehia,Passent Tantawi and Mohamed Farid El Sahn
ISBN: 9783659490705
Язык издания: Английский
Издательство: LAP Lambert Academic Publishing

Assessing Foreign Business Environment and its Uncontrollable Elements

Assessing Foreign Business Environment and its Uncontrollable Elements
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Globalization is no more a new phenomenon now. In general economic context, it refers to minimizing and/or removing the trade barriers between countries in order to facilitate the flow of products, services, capital and labor. The recognition and fame of this concept has encouraged companies with some resources and willingness to demonstrate their tendency to internationalize themselves at some point of their life cycles. Companies that are looking to enter and operate in foreign markets need to assess the foreign business environment of each target market in terms of its uncontrollable elements that may pose both potential risk as well as opportunities. This assessment is important to plan and adapt marketing programs for each market accordingly and also to avoid failure and future loss. In this research book an attempt has been made to highlight the significance of uncontrollable elements of a foreign market. An assessment of the uncontrollable elements of Swedish market has been made as an example to give an idea of how these elements may influence the entry or presence of Lithuanian breakfast cereal producer (Palaseja) in Sweden.

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Количество страниц: 84
Год выпуска: 2011
Автор на обложке: Shakeel Ahmed and Muhammad Imtiaz
ISBN: 9783843387446
Язык издания: Английский
Издательство: LAP Lambert Academic Publishing

The Influence of Technology Transfer on Organizational Performance

The Influence of Technology Transfer on Organizational Performance
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This book is based on the author's PhD thesis, andprovides an empirical assessment of the effect oftechnology transfer on organizational performance.The author draws heavily from the Kenyan experience,and has demonstrated the importance of technologytransfer in the performance of selected manufacturingfirms in Kenya . The author has demonstrated that technology transferhas significant positive influence on organizationalperformance. This influence is moderated by suchfactors as the demographic characteristics of theorganizations, and organizational practices such ascorporate culture, managerial competencies andcorporate governance of the organizations.

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Количество страниц: 260
Год выпуска: 2011
Автор на обложке: Justus Munyoki
ISBN: 9783844389418
Язык издания: Английский
Издательство: LAP Lambert Academic Publishing

Marketing communication strategies for supermarkets

Marketing communication strategies for supermarkets
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Retail sales is a major economic activity in all world economies and has advance from the street vendor, the grocery store to the supermarkets and hypermarkets.In the globalized market where the offer of the various products and services that are the requirements of modern daily requirements, the scramble to attract and retain customers is highly competitive.Marketing communication is therefore a premier ingredient in the business art of retail business.While working at Metro Cash & Cary a South African retail supermarket chain, at Eldoret in Kenya, this area of marketing communication was the main activity in the merchandising effort.Retailers have to use innovation in their efforts to reach out to customers for their success in retail sales. In researching and proposing the various approaches that different methods that different retail supermarkets use, this book attempts to help those in retail business to employ modern marketing to attract customers

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Количество страниц: 104
Год выпуска: 2011
Автор на обложке: Ngugi Peter
ISBN: 9783846503140
Язык издания: Английский
Издательство: LAP Lambert Academic Publishing

The Impact of CSR on Manufacturing Firms in Trinidad & Tobago

The Impact of CSR on Manufacturing Firms in Trinidad & Tobago
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In this multiple-case study, the impact of Corporate Social Responsibility (CSR) on three manufacturing firms in Trinidad and Tobago (T&T) was explored. The problem studied was the lack of CSR awareness, transparency, and formality in T&T firms, which was detrimental to government and private-public sector partnerships in building a caring society through Human Resource and business infrastructure development. The study explored perceptions of CSR among 18 supervisors and managers, activities planned and executed, as well as social and financial results. Data was analyzed from four perspectives involving impact on: employees, external stakeholders (customers, suppliers, communities, and environment), firm performance, and image. Results indicated that CSR initiatives could be implemented effectively after structural and procedural foundations were established. Program efficiency was enhanced by inclusion of CSR in strategic planning and adapting structures for involvement of employees and stakeholders. Implications for social change include facilitating formal efforts to reduce the negative impact of manufacturing firms on employees, environment, and community.

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Количество страниц: 172
Год выпуска: 2012
Автор на обложке: Dayner Azzellino
ISBN: 9783848404278
Язык издания: Английский
Издательство: LAP Lambert Academic Publishing

Нейминг. Искусство называть. Учебно-практическое пособие

Нейминг. Искусство называть. Учебно-практическое пособие
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В России на данный момент нет ни одной книги, посвященной российским моделям нейминга, а между тем нейминг - одна из ключевых областей государственного управления, бизнеса, рекламы, языковой политики и даже геополитики. Если говорить кратко, нейминг - это практическая дисциплина, изучающая механизмы и дающая практические рекомендации, как "называть". Иначе говоря, это наука о "назывании" (именовании, номинации), или о предбрендинге. В сущности, все пространство экономики, политики, маркетинга/рекламы и культуры - это пространство нейминга. Авторы книги ставят перед собой задачу сформулировать основные принципы российского нейминга, во-первых, учитывая весь богатейший опыт мультикультурного нейминга и, во-вторых, опираясь на специфику русского языка, лингвистику и филологию школы МГУ им. М.В.Ломоносова, а также российскую ментальность, включая особенности мышления многочисленных народов, населяющих Россию. Пособие предназначено для маркетологов, менеджеров, специалистов в области рекламы, а также будет полезно студентам, обучающимся по данным направлениям подготовки.

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Глубина упаковки: 220
Автор: Владимир Елистратов,Павел Пименов
Тип издания: Отдельное издание
Тип обложки: Твердый переплет
Тираж: 750

Customer??“Centric Marketing: Build Relationships, Create Advocates, and Influence Your Customers

Customer??“Centric Marketing: Build Relationships, Create Advocates, and Influence Your Customers
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Praise for Customer??“Centric Marketing "Customer??“Centric Marketing is more than just another ???how to??? guide. It chronicles one man???s journey through professional life and lays out the evolution of the field, as well as the professional. Consider

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Год выпуска: 2015
Автор на обложке: Aldo Cundari
ISBN: 978-1-119-09289-6

Choice of Marketing Channels under Transaction costs

Choice of Marketing Channels under Transaction costs
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Consensus is high in the development circle that improving agricultural markets in developing countries is vital to alleviate poverty since the poorest people in the world are farmers residing in developing countries, and predominantly rely on agriculture. This is especially important for Ethiopia where the vast majorities of people are poor and live in rural areas with high level of dependent on agriculture. However, agriculture is characterized by subsistence farming with low level of market participation. Despite a wealth of literature on grain marketing in Ethiopia, research on a commodity specific market channel choice employing transaction cost economics is scant. This book, therefore, attempts to apply a transaction cost analysis to explain the determinants of market channel choice decisions among smallholder maize farmers in one of the maize surplus areas of Southern Ethiopia. The book notes that farmer''s decision to choose a particular market channel is influenced by the different forms of transaction costs as well as household specific characteristics. The analysis would be much useful for policy makers, donors as well as researchers in agricultural marketing.

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ISBN: 9783639344257
Год выпуска: 2011
Количество страниц: 172
Язык издания: Английский

Marketing of virtual collectibles

Marketing of virtual collectibles
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With the rise of online multiplayer games and worlds, collecting virtual goods has become an increasing social activity and therefore established the virtual good’s subset of virtual collectibles as a relevant category. The corresponding emergence of virtual markets leads to increasing economic and social relevance for virtual collectibles. This is not only true for the obvious markets in virtual worlds where operators try to maximize the economic impact for them and develop sustainable business models. It is also true for many activities in real and virtual worlds where virtual collectibles provide value to people and enhance their overall experience with and within the worlds. Understanding the specifics of virtual collectibles when it comes to marketing them, their value creation chain and the interaction with real and virtual worlds is a major challenge in a vastly unresearched business environment. A major aspect in identifying this is to understand the drivers behind collecting behavior, how they translate to the non-materiality of virtual goods, what can be done to overcome corresponding obstacles and use opportunities and what are the prerequisites and frameworks so that it is accomplished successfully. All this will lead to a dualism in attributes for virtual and real in many goods which increases the potential for virtual or partly virtual collectibles in many ways.

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ISBN: 9783639643961
Год выпуска: 2014
Количество страниц: 92
Язык издания: Английский

Marketing Pattern of Rape-seed and Mustard cultivation

Marketing Pattern of Rape-seed and Mustard cultivation
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The present study being undertaken during the agricultural year 2014-2015 in Jaipur district of Rajasthan for the assessment of production and marketing of rapeseed and mustard crop, as the study comprises of 75 numbers of sample respondents by following multi-stage stratified random sampling method based on the land holding, as the average family size was 6.01, out of that 24.39 per cent was illiterate, also the workers constituted 44.12 per cent of total population, whereas the average size of holding was 3.46 ha. The overall per hectare total cost of rapeseed and mustard was Rs 16,794.96/- per ha with an average yield of 1,009.40 kg / ha. As the gross income was Rs 36,700.00/- per ha with an average net return of Rs 20,380.90/- per ha. While the overall benefit-cost ratio was 2.18: 1, two marketing channels were identified for the marketing of rapeseed and mustard crop viz; Channel I: Producer-Consumer and Channel II: Producer-Retailer-Consumer. The Producer’s share in consumer’s rupees was found highest on channel I. An attempt has been made to study the constraints faced by the growers during production and marketing.

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ISBN: 9783659873881
Год выпуска: 2016
Количество страниц: 88
Язык издания: Английский

Revised strategy for Amager Strandpark

Revised strategy for Amager Strandpark
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The research will find out what today''s users of Amager Strandpark perceive to get and what they actually gets and through that identify their sacrifices. Furthermore find out what it needs in order to turn the latent segment into possible users and in this also look at the tourists already visiting Copenhagen. The research will find out what could drive tourists to contribute to Amager Strandpark by visiting, and using it along side of the local public and by this make it a destination worth visiting while vacating in the Copenhagen area. The research will base our strategy on experience economy as this is an obvious way in order to make Amager Strandpark more of an attraction to go visit. As it is now it is more a service that entails the offering of goods and commodities as attributes to this. Creating experiences combined with the current facilities is part of the strategy that we prepare to offer. Ultimately the strategy will be published for the stakeholders and then the different aspects of the strategy contra the weighting of the stakeholders will conclude the sustainability of the strategy suggested.

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Количество страниц: 172
Год выпуска: 2011
Автор на обложке: Christian Lai and Martin Faber
ISBN: 9783844308549
Язык издания: Английский
Издательство: LAP Lambert Academic Publishing

Store Loyalty

Store Loyalty
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Indian Retail sector is vibrant and has become one of the world’s top 5 global retail destinations. It is estimated that the total number of shopping malls will grow at the rate of 18.9% by 2015. As competition is becoming stiff, retailers are working on new marketing strategies to sustain in the market, Store loyalty is the most initial variable of interest to retailers. This research reviews existing retail literature to identify the dimensions of store loyalty; with specific focus on its antecedents such as store image in the current Indian context. About the Book: The text provides a solid foundation that clearly describes the effect of store image towards store loyalty, portraying a complete view of the subject and going further to show how all the pieces fit together.The contents of the book are presented in a lucid style so that even an average student can grasp the subject. Salient Features: 1)Practical state of the art approach.2)Enriched with schematic diagrams to understand the issues.3)Wealth of up-to-date statistics goes a long way in critical analysis. 4) Sufficient theory is presented to ensure a complete understanding of the concepts.

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Количество страниц: 80
Год выпуска: 2013
Автор на обложке: Subramania Bala Jeshurun and S. Aravinth
ISBN: 9783659356681
Язык издания: Английский
Издательство: LAP Lambert Academic Publishing

Маркетинговый анализ конкуренции на рынке туристских услуг

Маркетинговый анализ конкуренции на рынке туристских услуг
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Рынок туристских услуг представляет собой сложную, высококонкурентную систему, в которой достаточно сложно адаптироваться новым участникам. Российский рынок туристских услуг еще не достиг стадии зрелости, в связи с чем испытывает высокое конкурентное давление со стороны других государств. Инструментом развития и повышения конкурентоспособности российских туристских компаний является маркетинговый анализ. Маркетинговый анализ и полученные на его основе результаты и управленческие решения позволяют существенно улучшить положение отдельной фирмы и ее продукта на рынке. В частности, речь идет о повышении конкурентоспособности российских туристских услуг и усилении позиций отдельных территорий и регионов страны на данном рынке. Наиболее существенные научные результаты, полученные в процессе исследования, состоят в следующем: 1. Уточнен термин «туризма». 2. Выявлены ключевые проблемы в секторе внутреннего российского туризма. 3. Выделены специфические черты конкурентных отношений на рынке туристских услуг. 4. Систематизированы критерии конкурентоспособности фирмы и продукта.

Вес: 501
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Количество страниц: 172
Год выпуска: 2011
Автор на обложке: Арина Сорокина
ISBN: 9783845477947
Язык издания: Русский
Издательство: LAP Lambert Academic Publishing

The Effect of Extrinsic Determinants on Consumer Evaluation

The Effect of Extrinsic Determinants on Consumer Evaluation
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This study will develop and test a conceptual model of extrinsic determinants of consumer evaluation on purchase intention for local and imported home appliances in a selected Iranian market. In addition, the effects of ethnocentrism, sales promotion, and word-of-mouth will be investigated. This research is supposed to provide insights for local, foreign brand owners and researchers who are concerned about customers’ attitude and evaluation toward local and foreign home appliances.

Вес: 501
Ширина упаковки: 1
Высота упаковки: 1
Глубина упаковки: 1
Количество страниц: 136
Год выпуска: 2013
Автор на обложке: Afrouz Mazaheri Tehrani
ISBN: 9783659434990
Язык издания: Английский
Издательство: LAP Lambert Academic Publishing
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