Search results

The case is written based on general experience.

Zealvita is a challenger brand to NutriMalt in the white malted food drink (MFD) category. It has a product formula that compares favorably on taste and equally on nutrition. However, Zealvita is not able to translate the power product formula to a winning market formula. Drawing on its legacy and strong adoption route, NutriMalt built a dominant 88% market share in the White MFD category. The market rule of “disproportionate market share for the leading brand” applies with inexorable force in MFD. Smarting at the low market share, Zealvita is in search of a marketing strategy to create churn. Rajiv Product Manager of Zealvita believes that consumer sales promotion of a higher order and at a higher frequency than what is normal can tilt the scales. From Zealvita’s perspective is there a strategic advantage in operating consumer promotion? Is it safe to assume that NutriMalt will not retaliate with consumer promotion? Can consumer sales promotion be sustained at planned frequency? What is the logic in a continuous consumer promotion program?

This case can be used at the post-graduate level in the Marketing Strategy course or in a course that has a sales promotion management or competition management segment. This case is also appropriate for use in executive education programs.

Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

To achieve a full understanding of the role of marketing from plan to profit requires a knowledge of the basic building blocks. This textbook introduces the key concepts in the art or science of marketing to practising managers. Understanding your customers and consumers, the 4 Ps (Product, Place, Price and Promotion) provides the basic tools for effective marketing. Deploying your resources and informing your managerial decision making is dealt with in Unit VII introducing marketing intelligence, competition, budgeting and organisational issues. The logical conclusion of this effort is achieving sales and the particular techniques involved are explored in the final section.

Among the various factors influencing tourists to visit an overseas country is that of promotion/marketing activity by tourism operators and government tourist commissions in the destination country. The effects of tourism promotion have not previously been subjected to rigorous economic analysis however. The paper firstly shows how the standard economic justifications for government support of industry in circumstances of market failure, ie externalities/non appropriability of benefits, risk and uncertainty and indivisibilities, can be employed in the context of overseas tourism promotion to present a prima facie case for government support. It then provides an analysis of the benefits and costs of tourism promotion which is applicable to all countries. A model of tourism demand and supply is presented which enables consideration of the effects of tourism promotion in an economy with no distortions and an economy with distortions. The final section addresses issues in evaluating promotion and attempts to assess circumstances in which tourism promotion generates positive net benefits to an economy. Although the data apply to Australia, the results are generalizable. The framework of assessment can be used to assess the benefits and costs of tourism promotion in both developed and lesser developed countries.

An updated version of the original (1985) text, the book covers all aspects of marketing and selling bank services: the role of marketing; behaviour of customers; intelligence, planning and organisation; product decisions; promotion decisions; place decisions; price decisions; achieving sales. Application questions help to focus the readers' minds on key issues affecting practice.

This paper uses economic analysis to develop the case for greater investment in mental health promotion. One example of a common mental health problem for which there is robust evidence of effective interventions is conduct disorder. The paper estimates that preventing conduct disorders in those children who are most disturbed would save around £150,000 per case (lifetime costs), and that promoting positive mental health in those children with moderate mental health would yield lifetime benefits of around £75,000 per case. Investment in support for parents is therefore the top priority in a provisional list of ‘best buys’ in promoting mental health.

In the last four years, since Volume I of this Bibliography first appeared, there has been an explosion of literature in all the main functional areas of business. This wealth of material poses problems for the researcher in management studies — and, of course, for the librarian: uncovering what has been written in any one area is not an easy task. This volume aims to help the librarian and the researcher overcome some of the immediate problems of identification of material. It is an annotated bibliography of management, drawing on the wide variety of literature produced by MCB University Press. Over the last four years, MCB University Press has produced an extensive range of books and serial publications covering most of the established and many of the developing areas of management. This volume, in conjunction with Volume I, provides a guide to all the material published so far.

This special “Anbar Abstracts” issue of the Journal of Product & Brand Management is split into six sections covering abstracts under the following headings: Marketing strategy; Customer service; Pricing; Promotion; Marketing research, customer behavior; Product management.

Reports the findings of first academic study in an area of marketing importance and interest to both exporters and governments. Determines that the research's main thrust is concerned with finding a new quantitative method of establishing value or utility of official export services. States that co‐operation between exporters and government officials is essential for exporting success and one way to build co‐operation is to show, unequivocally, the value or utility of government export promotion. Documents that the Irish and Canadian governments have carried out cost‐benefit analysis which, ostensibly, provides a quantitative estimate in monetary terms both with respect to total operation and individual programmes, these results are discussed further. Uses user research to put together data, and to add weight, figures and tables are employed. Insists UK government export promotion services, like several others, are not subject to the market price mechanism, services are free (mostly), some havenominal cost, others offer a subsidy. Concludes that the only feasible area for quantitative measurement is user research, as for every £1 spent by government on export turnover, £21 was gained.

This special “Anbar Abstracts” issue of the Journal of Product & Brand Management is split into ten sections covering abstracts under the following headings: Marketing strategy; Customer service; Pricing; Promotion; Marketing research; Product management; Channel management; Logistics and distribution; New product development; Purchasing.