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Zahoor Soomro
Awele Ikem
Manesh Nair
Saleem Mohamed MBA GENERAL MANAGEMENT
SMM108 Seminar grouping
Samoon Aroufath
(Sem B -2007/2008)
Module Leader:
Nnamdi Madichie Presented on 01/05/08
American Marketing Association
(Gronroos, C. 1994)
Promotion Distribution
Ideas
Goods
create exchange and satisfy Services
individual and organizational
objectives
Brooksbank, R. W. (1991)
company wide commitment Customer satisfaction
managerial process Firms regular analysis competitive situation
formulation and implementation of strategies marketing objectives
Functional, commodity, institutional and managerial schools of marketing.
Marketing channel as a
single entity, i.e. from the
point-of-origin to the point-
of-final-consumption
Source: Supply Chain Management: An
International Journal
Göran Svensson, Göran Svensson is Associate
Professor in the School of Business and
The theory generation of SCM Engineering, Halmstad University, Halmstad,
Sweden.
Outsourcing-Very low price
Logistics
strong information
flow
Communication and IT
(http://www.ford.com/doc/2006-07_sustainability_report_web.pdf)
"Visions demand a strategy, strategy requires a plan."
Holistic Marketing:
1. Internal Marketing
2.Integrated Marketing
3.Relationship Marketing
4.Socially Responsible marketing
Benefits
• Helping company achieve focus
& direction
• Keeping customers happy &
satisfied
• Attracting new business
• Professional company literature
• Professional image
• Differentiating from competitors
• Growing awareness of business
• Creating the appropriate
Competitive Advantage
According to Bloomberg,
Consumers are not equally
interested in buying ethical
products e.g. A Case Coffee
Dickson (2001) found that age,
income, and employment status
did not Discriminate
Roberts (1995) concluded that
demographics were
insignificant in identifying the
socially responsible consumer
Therefore, demographic
characteristics do not appear to
have a substantial impact on
ethical product buying behaviour.
Consumer preferences for the
marketing of ethically labelled:Coffee:
International Marketing Review, Emerald
The internationalization of
businesses
Customer expertise,
sophistication and power
Lack of market growth
Time-based competition
McKenna (1991) warns
that the latter approach
simply “turns marketing
into an expensive fight
over crumbs, rather than
Garda (1988) and Lazer
a smart effort to own the (1993) cite globalization
whole pie” as the challenge :
An integral element of the
Four Ps has made it very relationship marketing
difficult for the marketing
approach is the promise concept
function to earn
credibility which has been strongly
emphasized by Henrik Calonius.