Search results

A self‐help guide to achieving success in business. Directed more towards the self‐employed, it is relevant to other managers in organizations. Divided into clear sections on creativity and dealing with change; importance of clear goal setting; developing winning business and marketing strategies; negotiating skills; leadership; financial skills; and time management.

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.

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.

Strategy Question: Now that my market is sized and segmented, how do I better understand segment niches?

Summary: The Segment Niching Tool gets to the next important level of detail in the understanding of an organization’s environment. We use the Market Segmentation Tool output as a starting point. Here we further carve out key niches for further understanding related to product or service offerings. We add a scale to the segment columns of the Segment Niching Tool, and break the column further into sections whose size represents the percent of that niche to the segment. Like the segmentation tool above, understanding niches within the segments provides important information within the competitive environment. Here is where people can get mired down in infinite ways to niche a segment. We introduce our approach, based on numerous scars of wisdom, of niching based on only two questions: (1) “Why they buy?” — the main reason the product or service is purchased, and (2) “How they buy?” — the main way the product or service is purchased.

In this, the second edition, the experience of actually running a marketing planning process in organisations further updates and revises the highly practical emphasis. The need for vision, how to enunciate it, and the interface between various levels of managers are integrated specifically into the process. Further analysis using the SWOT technique is provided together with enhanced insight into maintaining competitive advantage. Essentially a practical manual on running a planning process, the worksheet method has been well tried and tested. The experience of managers who have implemented the process using the first edition is included to enhance the technique′s dynamism and effectiveness.

Asks which orders you would like to win and states that the answer lies in marketing and satisfying customers, with profit as a pleasant potential result. Suggests that companies should refocus their priorities, placing customers and improvements to customers’ lives at the forefront of any and all activity. Talks about specialization, competitive advantage, segmentation, customer characteristics, customer needs, product range, joint marketing, opportunity gaps, advertising and marketing. Concludes that successful business people are those who can identify the benefit that they sell which improves their customers’ lives.

This paper investigates children's influence on their mothers' online grocery shopping. As virtual shopping does not provide instant gratification, the authors explore how children between the ages of 7 and 11 are involved in the online purchasing process (before, during and after the purchase) with their digital mothers (digimums).

We collected qualitative data from 27 separate semi-structured interviews of mothers and their children.

Children's influence during the online buying process exists and can be active, passive and/or proactive. The findings extend knowledge about children's influence by adding the notion of proactive influence where children use an intended approach to anticipate their mother's needs for grocery shopping and take initiatives. Children use less impulsive requests and become smart shoppers using more rational arguments to explain their requests. The online buying process contributes to children's online socialisation: They learn the importance of the shopping list, prices, discounts, brands and so on. Online socialisation at home might take the physical form of using digital devices (i.e. scanning) and entering the credit card code, which contributes to the children's learning.

Online buying virtualises children's relationship to objects, and the screen acts as a kind of filter. This makes their influence strategy less emotional and corporeal and more rational (smart shopper).

The aim is to contribute to a better understanding of ethical fashion consumption. Even though consumers demand more ethical responsibility from companies, it is debatable if consumers would sacrifice their own personal needs to support ethically produced clothing.

Focus groups are conducted in the UK and Germany in order to elicit consumers' beliefs and attitudes towards ethical issues in the fashion industry and its effect on purchase behaviour. Questionnaires are administrated to verify the outcome of the focus groups.

The findings from this research demonstrate little evidence that ethical issues have any effect on consumers' fashion purchase behaviour. When it comes to fashion purchase, personal needs motivate consumers primarily to buy garments and take precedence over ethical issues.

Only a specific age group between 18 and 26‐years‐old is interviewed. Both research methods are undertaken in the area of Manchester, England, and the area of Frankfurt, Germany, which perhaps limits the meaning of the results.

Consumers feel that they are often unable to make an ethical choice. Therefore they do seem to need more information to allow them to make better ethical judgements and there is a role for ethical fashion companies to communicate this more effectively.

This research paper gives insight into ethical fashion purchasing behaviour among UK and German consumers and provides information to improve the potential of ethical fashion.