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Essays in services marketing 121 to 150

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16 Jan 2009
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Peugeot in the United States (2006)

Essay - 10 pages - Services marketing

A MNE (Multi National Enterprise) is a company that has an integrated global philosophy concerning both domestic and overseas operations. It means that these companies have to adapt their strategy and structure according to their different actions, knowing that today's marketplace is very...

16 Jan 2009
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Caroll's introduction to the Chinese middle market

Essay - 8 pages - Services marketing

Fashion market is a very important market with a turnover of 26 Billion euros. This market is characterized by a steady general turnover over the last 15 years with decreasing average prices. Effectively, prices have decreased contrary to sales. As we are in a consumption society, fashion market...

16 Jan 2009
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Creating a marketing communication campaign for the entertainment industry

Essay - 6 pages - Services marketing

Sensation white is one of the world best dance event. For each party, around 40,000 people buy tickets and dance for 7 hours, listening to 10 famous DJs. The first party was held in 1999, and for the New Year 2008 celebration, they create a special party in Düsseldorf with a special program....

16 Jan 2009
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The modern portfolio theory

Essay - 7 pages - Services marketing

The aim of the Modern Portfolio Theory is to provide to a portfolio owner the tools necessary to implement an efficient and sustainable strategy focusing on minimizing the risk. According to this theory, risk is supposed to be reduced through the choice of a diversified portfolio. In fact,...

16 Jan 2009
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Market definition - Theory and case study

Essay - 7 pages - Services marketing

The market is referred as the group of organizations or consumers that have an interest in certain product either from supply or demand side of it. “The definition of the relevant market is an important initial step in establishing whether a particular firm qualifies as dominant”...

16 Jan 2009
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Business communication: Miller Lite

Essay - 9 pages - Services marketing

After many years without a strategy, Miller Brewing Company, the second largest brewer in America has to react. It is high time they developed a structured marketing plan to position Miller Lite as a reference in light beer segment. To achieve this mission, Miller Lite image has to change in...

16 Jan 2009
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Corporate entrepreneurship: The case of Naturis

Essay - 10 pages - Services marketing

The study of Corporate Entrepreneurship (CE) is gaining increasing interest within the field of Entrepreneurship. Much research has been carried out, mainly focusing on identifying determinants and outcomes of CE. Scholars suggest that the term “corporate entrepreneurship” encompasses...

16 Jan 2009
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Marketing challenges when targeting developed markets: How to overcome them?

Essay - 10 pages - Services marketing

Over the past decade, many Asian companies have established branded products in several emerging markets (consumer electronics industry or domestic appliances for example). But nowadays, the next challenge is, for emerging market companies, to establish branded products in developed countries....

16 Jan 2009
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International marketing: the French company Caroll in Brazil

Essay - 16 pages - Services marketing

In order to enter the Brazilian market, the French company Caroll has to adapt its strategy. Indeed there are a lot of competitors like Zara, Etam and the local competitors. The Brazilian market represents a good opportunity for the firm and Caroll has to develop its brand on the Brazilian market...

16 Jan 2009
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The impact of negative rumors on consumers' behaviors

Essay - 13 pages - Services marketing

Mac Donald's has been one of the most famous victim of negative rumors, with the “wormburgers' scare” (Newsweek, 1977). “Wormburgers” are hamburgers made with worms-based steak. In 1977, an astonishing rumor took birth in the United States, blaming the famous hamburger firm to...

16 Jan 2009
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Volkswagen's Touareg "Kong" advertising campaign study

Essay - 6 pages - Services marketing

December 2005, one of the most anticipated films of the year has come to the cinemas all around the world. This film is King Kong, produced by Universal Studios. January 2005, Volkswagen, the largest car manufacturer in Europe, had made an alliance with Universal Studios. Thanks to this deal, the...

16 Jan 2009
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Global industry study: Hennes & Mauritz (H&M)

Essay - 11 pages - Services marketing

The aim of this International Marketing survey is to present the international operations of a global brand and to confront them with our international marketing lessons. Our studied company is Hennes & Mauritz AB (H&M). Before analyzing all the international operations of this group, it...

16 Jan 2009
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A look at the Bass model: Report structure

Essay - 16 pages - Services marketing

Diffusion is a popular theory of communication used in marketing to model the first-purchase sales growth of a new product over time. As Mahajan et al (1990) put it diffusion theory suggests that a new product is first adapted by a few innovators who, in turn, influence others to adopt it. Taking...

16 Jan 2009
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Case study: Lexus and partners Andrews Alridge, the launch of the Lexus LS 460

Essay - 22 pages - Services marketing

Sakichi Toyoda became famous as the inventor of the automatic loom such as a non-stop shuttle change type Toyoda automatic loom. Following in his fathers footsteps, Kiichiro Toyoda devoted his life into the manufacturing of cars. He founded, in 1984, the Toyota motor corporation. Toyota is a...

16 Jan 2009
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The building of customer loyalty and retention strategies in sports marketing

Essay - 23 pages - Services marketing

The research in this dissertation focuses on the building of customer loyalty and retention strategies in sports marketing with the Chinese Professional Baseball League (CPBL) as an example. This research aims to provide the factors which influence customer loyalty from a sports customer...

15 Jan 2009
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Parenthood in French law and filiation

Essay - 9 pages - Services marketing

The purpose of this paper is first to understand French parenthood, namely the way to be the legal father or mother of a child. Investigating further, we will see whether the current legislation is modern enough or not, which will be our main question. Indeed, some scholars and politicians think...

15 Jan 2009
doc

Ikea culture

Essay - 6 pages - Services marketing

Power Distance Index (PDI) focuses on the degree of equality, or inequality, between people in the country's society. In Sweden, the low Power Distance ranking indicates that in this society, there is no difference between citizen's power and wealth. In these societies equality and...

15 Jan 2009
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Parfum d'Orsay: A strategic marketing proposal

Essay - 9 pages - Services marketing

The purpose of this report is to make an analysis of the luxury fragrance market and, after this said analysis, to propose some strategies to the D'Orsay rare fragrance company so that they might improve their financial and marketing performances. The use of the term 'luxury...

15 Jan 2009
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The importance of consumer behaviour through the example of Dim's marketing: A successful French tights company

Essay - 5 pages - Services marketing

“Consumer behaviour has been described as the dynamic interaction of affect and cognition, behaviour, and environmental events by which human beings conduct the exchange aspects of their lives” (Blythe, J. The essence of consumer behaviour, p.2). In other words, marketing strategies...

15 Jan 2009
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Strategic management: Mercator Dolenjska

Essay - 11 pages - Services marketing

In this case study for strategic management, we will analyse the company Mercator Dolenjska. The reason we do that is to look how the future of the company could look like, taking into account its advantages and disadvantages. For that we made an analysis of the company, it's internal and...

15 Jan 2009
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Pernod-Ricard "Local Roots, Global Reach"

Essay - 9 pages - Services marketing

The word “alcohol” derives from Arabic al-kuhul and is applied to the many members of the family of alcohols. Beverage alcohol has a well-established place in the global economy. The industry is usually defined in terms of a value chain centered on the actual production of the alcoholic...

15 Jan 2009
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Website evaluation : Audi

Essay - 11 pages - Services marketing

Audi is a German car manufacturer and a part of the group Volkswagen AG. The official name of the company is Audi AG, and its registered office is located at Ingolstadt in Bavaria. The name Audi is the acronym of Auto Union Deutsche Industrie. This name also comes from Latin audi (imperative mode...

15 Jan 2009
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Multi - National enterprises

Essay - 6 pages - Services marketing

A uni national company is an enterprise or a business, a venture which target is to have some customers in order to make some profits. But, it is represented in only one country. They can be smalls or big like the railway company in France SNCF for example. A multinational enterprise (MNE) may be...

15 Jan 2009
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Creating a new marketing service

Essay - 7 pages - Services marketing

With 7.2 millions of people, including 306,000 graduate student and 47% of people between 16 and 44 years old, London is the biggest city in UK. There are 3,900 pubs and 233 clubs which shows an important nightlife in London (Visit London). In London there are some of the best clubs in Europe...

15 Jan 2009
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Twingo II in Japan

Essay - 8 pages - Services marketing

Renault is a famous French vehicle manufacturer, which produces cars, buses, tractors and trucks. Previously known as Société Renault Frères, the company was founded in 1898. Since 2000, the group signed an Alliance with Nissan, the Japanese automaker. Indeed, Renault now holds a stake of 44.4%...

15 Jan 2009
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The services marketing management in a four star hotel: focus on Four Seasons

Essay - 12 pages - Services marketing

Services' marketing, or third generation marketing, is one of the most significant preoccupations in the current business world. Indeed, services are more and more important in the developed countries' economy. It represents between 70 and 80% of GDP and of the workforce. This assessment is...

15 Jan 2009
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The evolution of sex imagery in French advertising

Essay - 17 pages - Services marketing

The term “Chic Porn” is sometimes seen differently by the customers. On one hand, it reveals something that the customer rejects and on the other hand something exciting. It is very interesting to analyze the use of sex imagery in advertising and its evolution. The sex images in...

15 Jan 2009
doc

Coach: introduction of an American leather goods producer to the French market

Essay - 8 pages - Services marketing

Let us briefly recall the features of the French leather goods market. This market is composed of 123 enterprises generating a turnover of 1703.2 billions euros. In France, approximately 14.000 employees are working for leather goods companies. The low and middle price companies have entered a...

15 Jan 2009
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Global marketing Basis

Essay - 4 pages - Services marketing

A company that engages in global marketing focuses its resources on global market opportunities and threats. Successful global marketers such as Nestlé, Coca-Cola and Honda use familiar marketing mix elements - the 4 PS - to create global marketing programs. Marketing, R&D, manufacturing and...

13 Jan 2009
doc

Marketing plan: Fresh juice

Essay - 6 pages - Services marketing

As a young health-oriented student I decided to launch the idea to bring health products to people instead of the other way around because these days everyone is concerned with being healthy and slim (clearly evidenced in the number of people sporting; the numbers of light-products,…). At...