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Marketing Dissertation

Consumer behaviors in purchasing ethical products

This essay discusses that among the banks of the United Kingdom which adhere to a strict ethical policy, is the Co-operative Bank whose main policy has always been that no deal goes to corporations tangled in the arms trade, animal testing, among many other unethical activities. In this bank, the clients elect every year to determine how their money is used, and because of this, new anxieties are frequently involved, such as genetic modification or climate change. One of the most remarkable

Pages: 8 (2000 words), Dissertation
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Sense Making and sustainability in Petroleum industry

High vulnerability comes in short-term and long-term ways. In the short term, there may occur natural hazards like that of oil spills as well as improper sewage of excess natural gas and so on. The long-term vulnerabilities include social risks like poorly paid labor, inadequately maintained equipment and threat to the indigenous people at stake facing atrocities 

Pages: 60 (15000 words), Dissertation
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Assessing the Buying behavior of youths
According to Kotler (2004), the consumer buying behaviour is treated as the purchasing decisions of consumers like households and individuals. Kotler defined the term consumer as a person that acquires services and goods for self-satisfaction.
Pages: 12 (3000 words), Dissertation
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How to Use Marketing Strategy to Improve Sunform Supermarket's Performance?
Xerox’s senior management found out that its ‘completely satisfied’ customers are six times more likely to repurchase Xerox products over the following 18 months than its ‘very satisfied’ customers (Jones & Sasser, 1995).Moreover, the cost of recruiting a new customer is usually considerably higher than the cost of retention, even in supermarket context (Sirohi et al. One estimate (Patricia Sellers,1989) is that it is cost five times more to attract a new customer than pleasing an
Pages: 16 (4000 words), Dissertation
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How advertising may shift purchases between firms and industries
(1970) contended that if customers do not have adequate information to differentiate and discriminate between low and high quality goods and services, a situation can crop up where both types of products are displayed and sold at similar prices (classical moral hazard framework). Moraga-Gonzales (2000) makes valuable contribution in this arena by offering a model of informative advertising that diminishes problems for consumers who are confronted with the task of collecting information on
Pages: 17 (4250 words), Dissertation
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Prospects and Pitfalls For Foreign Players In Chinas Financial Market
Sidebar to the Asian financial debacle story, which made an indelible impression on the minds of globally oriented investors looking for new opportunities for business expansion. This was the way China served as stabilizing factor during and after the regional crisis. Like most economies in the region, China had been posting a high growth rate since the 1980s but when it begun to overheat at 14.2 percent in 1992, the government wisely decided to cool it down with such measures as setting up
Pages: 43 (10750 words), Dissertation
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Key Factors Affect In Car Buying In Shanghai
This indicates that cars associated with the more dynamic, rather than necessarily better off consumer groups. (78%) (Gao, X.Underprivileged traditionalists of car are by far the least likely to do so (55%). On the other hand, the lower resourced drivers are most likely to consume Chinese cars brands (Gao, X, 2004). By 2004, only 5% of urban Chinese drivers are going to the Long root. This exacting trend needs to be seen in the context of a boom in BMW and Toyota ownership over the same
Pages: 18 (4500 words), Dissertation
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Factors affecting buyer and supllier relationship
Klein et аl.Both pаrties environments mаy influence the importers perceptions of the exporters opportunistic behаvior, but for different reаsons аnd in different wаys. For instаnce, importers fаcing volаtile mаrket conditions аre more likely to expect, due to their own biаses, thаt their supply pаrtners will behаve opportunisticаlly. Volаtility in the overseаs supply mаrket environment mаy аlso аffect the importers perception of pаrtner opportunism, becаuse volаtility
Pages: 17 (4250 words), Dissertation
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Using Relationship Marketing to Improve Customer Relations
The clean font and modern colours of the new image are somewhat incongruous alongside the traditional M&S signage and associated fittings that still adorn the stores themselves. In fact the only thing they have in common is the use of M&S traditional green in the ampersand of the new logo. This may seem confusing at first, but the new look has been instrumental in the companys recent resurgence, particularly with the success of a new clothing campaign featuring the legendary model, Twiggy. A
Pages: 69 (17250 words), Dissertation
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Venture capital investment decisions and frameworks
That venture capital can be analyzed through a real options lens and distinguish a project strategy, which has its focus on economic profit potential, from an option strategy, which has its focus on future growth opportunities embedded in entrepreneurial investments. Some research studies have also analyzed venture capital contract design issues from a real options perspective (Cossin, Leleux, & Saliasi, 2002). Despite the fact that venture capital contracts display some contingent claims
Pages: 72 (18000 words), Dissertation
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Telecom Industry: A Study of Direct Marketing
Till the 1984 act BT had a monopoly of running telecommunications systems, which was then lost and the telecommunications sector in UK opened up. Still duopoly existed with the set up of Mercury communications. However, this ended in 1990s, and a newer and a justified Telecommunications Policy was formed which facilitated customers to avail telecom services from various competing providers having different technological advancements.Then independent retail players were allowed to bulk-buy
Pages: 32 (8000 words), Dissertation
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Analysis of competitiveness of Chinese textile in EU market
Specific categories representing the economic position: Chapter1:Introduction; Chapter2: Literature Review; Chapter 3: Methodology; Chapter 4: Discussion; Chapter 5: Conclusions and results ; Reference, BibliographyChapter 1: Introduction: International Competitiveness has been defined in this Global Economy, as the measurement of the whole structure of the economy with its partners in the area of trade balance, world export share, rate of growth of productivity and real wages, and price
Pages: 40 (10000 words), Dissertation
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The Creation of Identity through Retail Design and Technology
This allows a store to compete at a global level while attracting certain cultural groups. This analysis will be followed by an association with cultural capital and how the identity of a store through the aesthetics creates a response from the culture. The association with these different areas of analysis will be incorporated into the case study of Dover Street Market, which shows how the aesthetics connects to the basic success of the company by showing identity with the design. Each of
Pages: 26 (6500 words), Dissertation
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How Brand Awareness Can Gain Competitive Advantage To Companies? A Case Study Of Coca Cola Company In UK.
I will investigate the consumer aptitude regarding the efficacy of Coca-Cola branding campaign. This will help us determine how individuals perceive the brand, where they developed those perceptions, and how likely their perceptions are to change. After analyzing how consumers feel about the brand, we will be able to developed a formula for brand efficiency.The literature that surrounds Coca-Cola’s brand strategy encompasses information from branding strategies, brand efficacy accounting
Pages: 49 (12250 words), Dissertation
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Marketing to Teenagers on Social Networking Sites
Marketers are aware that some teenagers do not participate in social media because they are either disenfranchised or simply choose to object with the popular notion. These numbers are not as large and therefore marketers concentrate on those who actually take part. Parents were cited as the major hindrance to those teens that do not frequent social media (Lenhart 2007, pp. Objectors are those who are politically opinionated and have personal reasons that make them detest social
Pages: 6 (1500 words), Dissertation
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Online Shopping Buyer Behaviour in Fashion industry
Instead, the buyer will have to be contented with the graphical displays, pictures and the text descriptions for the products. This has the effect of ensuring that prospective customers would rather buy from the traditional fashion retailers rather than the modern online fashion retailer (Coulter, 2004, p.Expenses are also major determinants and number of factors exist that fashion product retailers need to put into mind. One of the factors is that while the traditional retailers must look for
Pages: 7 (1750 words), Dissertation
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Consumers Perceptions of Global and Local Brands
Globalisation and technological advancement are two important reasons in the brining in the concept of global brands, relaxation in international trade policies have allowed organisations to enter in overseas market and to come up with global brands whereas strong media and advertisements has played a very important role in diverting consumers’ attention from local brands to global brands in developing countries with in consumer goods industry (Edell, & Burke, 1987, p. In addition to this,
Pages: 56 (14000 words), Dissertation
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Important Considerations of Calorie
Most of the studies that have been conducted regarding the consumption of fast food among college students have shown that convenience is the most important reason that makes college students intake fast food. The increasing globalization of the world economy has altered the preference of Asian consumers and makes them acquire a taste for western food and preferences. The forces of globalization and modernization have modified the food preferences of Asian countries including China. It has been
Pages: 12 (3000 words), Dissertation
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Bussiness Plan for Start-up Restaurant
Strategy formulation and decision making that will help the organization in designing its contemporary and future actions (Honig and Karlsson 34). According to Delmar and Shane (1169), a start-up business should always focus on creating a transparent and accurate objective in order to design their organizational culture and structure. The international market place is becoming increasingly competitive and technologically advanced and hence every business is trying to expand their business into
Pages: 28 (7000 words), Dissertation
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Advertising on Consumer Behavior
Advertising is a form of marketing communication tool that a company uses to achieve both financial and nonfinancial goals. Armstrong and Kotler (2011) define advertising as a paid nonpersonal message to a selected audience through mass media aimed to achieve a company’s goal (p. 245).
Pages: 11 (2500 words), Dissertation
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