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Marketing Literature review

Marketing Literature review
Product placement in Sweden developed in the 1990’s when the real first commercial commenced, this was due to strict government regulations on media operations. It has been embraced in the recent past, for example, where TV shows get sponsorship from the commercial sector in SVT. In Kanal 5, the home improvement show “Room Service” was sponsored Marlamastana which is the trading association of painters. To the broadcasters this is a way of decreasing costs. Therefore, all media houses in
Pages: 4 (1000 words), Literature review
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Integrated marketing communication
5 – 10). This paper is a report on integrated marketing communication of Fiat 500 to the market which includes a situational analysis of the automobile, the objectives of the marketing campaign, tactics, actions taken, control and a marketing idea.According to the Automotive Design and Production (2011, p. 43), the performance of Fiat 500 has fallen below expectations and the target goals. For example in the third quarter of 2011, the company sold 21, 300 automobiles which is far less as
Pages: 8 (2000 words), Literature review
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The Context of the UK Second-Hand Fashion Marketers
Despite the general growth in online marketing alternatives for fashion products in the UK and across the world, Easey reckons that there are inherent factors. Consumer preference issues in the clothing and textile products are more sensitive and inclined to physical shopping than virtual platforms such as those presented by an online presence.
Pages: 6 (1500 words), Literature review
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The Consumer Trends of Clothing and Textile Products Falling Under the Second-Hand Category
UK’s fashion market is increasingly inclined to the online platform according to recent observable market trends reported by Mintel. According to the report, fashion consumers using online platforms for their shopping solutions and is expected to continue to record higher figures in the future due to the use of the internet for market needs.
Pages: 15 (3750 words), Literature review
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The Effect of Celebrity (Athlete) Endorsements in Sportswear Marketing on the Consumer's perception of the Product and Overall Purchasing Decision
Several athletes have gained status through achievements and created good image for themselves in sports industry. This has made them be sought for purpose of brand image marketing and general selling of products. Athletes who are celebrities enjoy recognition from the public and hence are at a good position to market consumer goods by appearing in brand promotion tools. Therefore; image is enough to cause a great and easy influence to targeted consumers (Kahle & Homer, 1985, pp. Celebrity
Pages: 5 (1250 words), Literature review
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The Economic Growth of South Africa: Technology Transfer as the Impacts of FDI in Africa
According to Creswell, the nature of these researches is the one that determines the research methods used. Most of the research on FDI impacts was done from a pragmatic, philosophical point of view. This involves using an approach that helps the researcher to understand the actions, situations, and consequences of an issue.
Pages: 9 (2250 words), Literature review
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Wardrobe Malfunction the pitfalls of fashion marketing
Are many mediums for marketing, and the fashion industry also uses different marketing strategies and marketing ways, in order to make people aware of fashion trends. TV commercials, newspapers, fashion magazines, internet and social networks are being used for the purpose of marketing. This means that fashion industry uses traditional communication channels as well as internet and social web for its promotion and sales.The traditional perception of purchasing a product was its need and
Pages: 8 (2000 words), Literature review
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The effect of economic crisis to the marketing strategy of Volkswagen in Asian market. The case of Vietnam
Due to the reducing demand for their cars, the company also reduced the costs pertaining to various operations. Moreover, the global economic downturn also had a substantial impact in the marketing strategy of the company (Volkswagen: Annual Report, 2011). Now in order to uncover, how and in what ways the economic downturn has affected the company, a primary research has been carried out. The findings from the study are presented below.The first research question of the study is related to the
Pages: 20 (5000 words), Literature review
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An investigation to establish consumer perceptions towards the introduction of medical spas on the UK high-street
There is a great amount of synergy found in the global spa tourism sector (Johnston, 2011). As per SRI international report (2008), the spa tourism industry has touched to $60 billion revenues with additional $194 billion in spa-related hospitality. This indicates that spa tourism market is with the fastest growth rate ever recorded in the world business spectrum (Johnston, 2010). Apart from the growth status, the spa tourism industry is at its development phase. People from all around the
Pages: 8 (2000 words), Literature review
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Adopting financial product in emerging country: the case study TMB bank in Thailand
Consider the example of Volkswagen, the biggest German automobile manufacturer and the third largest automobile manufacturer in the world, in the year 2004, began providing home equity loans to its customers. Quite understandably, customers who purchased home equity lines gained credit towards purchasing a new Volkswagen vehicle (Chaipoopirutana, et al., 2009, p. Similarly, gone are the days when property and casualty insurance agents were only offering insurance and insurance related providers
Pages: 18 (4500 words), Literature review
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Chapter two: Literature review
The luxury industry offers the best packaging, merchandise, designs and materials, which keeps this segment ahead of its competitors around the world (Ko and Megehee, 2012). The valuation of the luxury sector all over the world is $240 billion. This includes Italian and French firms that are well known as the traditional luxury houses with long old heritage and has wider presence in product category of spirit, wine, cosmetics, leather goods, accessories and fashion. The main drivers that have
Pages: 6 (1500 words), Literature review
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The comparison between Renren and Facebook
Even though Chinese government allows sharing of information and media access, the government has been keen on maintaining strict laws and rules. The major concern comes in guarding the secrets of the state. The Chinese government has recently announced modifications in its state secret law policies in order to gain tight control over information flow. No doubt, social media sites like Google, Facebook, Tumbler and Twitter have been banned as a result of mass flow of information and ideas
Pages: 9 (2250 words), Literature review
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The Development of Sensory Tests With Scientific Credibility on Organic Food for the Health and Satisfaction
Consumption of food is based on the need for maintaining healthy bodies, but it is important to note that consumers might forego healthy food products and opt for food they enjoy (Clark, 2002). Taste and flavor are some of the prominent sensory aspects notable from an early age.
Pages: 8 (2000 words), Literature review
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Technological advances of recent years have advanced the practice of marketing. With organisations able to store and analyse large volumes of data, the speed and precision of profiling, targeting and building dialogue have improved inordinately. A growing
Additionally, an individual worker, and their departments are clients and suppliers to one another (Smith, 2010, 56). They are expected to apply high degree of standards in customer satisfaction to interdepartmental relationship the same way in external relationship. Relationship marketing identifies the critical significance of internal marketing to the success of external marketing plans. Programs that enhance customer service within a company also raised the morale of the staff, and the
Pages: 20 (5000 words), Literature review
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An investigation into Chinese customers perceptions of retail space: the role of pop-up stores in creating a retail experience
This study conducts a review of literature with a view to identifying Chinese consumers’ perceptions of retail space, with an emphasis on pop-up stores in creating the retail experience. Therefore, this literature review covers studies on pop-up stores, shopping experience specifically, the hedonic and utilitarian shopping values, the pop-up shopping experience, store design, retail branding and characteristics of pop-up store consumers.Pop-up stores are defined as ‘temporary stores’
Pages: 32 (8000 words), Literature review
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What influences compulsive consumption ?
However, motivating compulsive consumer to increase the purchase of products well beyond their purchasing power exposes them to psychological challenges. Compulsive consumption exists in different forms and depend on the area of marketing that the behaviour has been developed. Some individuals have a higher demand and compulsive behaviour towards consumption of bank credits and this exposes them to insurmountable credit beyond their financial capabilities.Compulsive consumption differs from
Pages: 9 (2250 words), Literature review
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Celebrity endorsement as a marketing communication tool: literary review
Organisations use their familiarity, fame and popularity to promote a particular product or a service. In addition to this, the advertisers of recent era have attempted the use of the fame of celebrities in marketing and promotional campaigns by evaluating their appeal, awareness, and image of a brand and influence of a celebrity (Bruce and Hines, 2007, p. It is true that several literatures have defined celebrity endorsement differently due to diverse characteristics of this promotional
Pages: 8 (2000 words), Literature review
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International branding
Armstrong et al., points out that a brilliant plan “counts for little if the company fails to implement it properly” (2014, p.Therefore, the key concept in this phase is the careful examination of the brand elements which will guide the management to have a concise plan on the general outlook of the product. This phase also includes the ideation and the creative exploration of secondary alternatives that will help to convey your brand clearly and compellingly. After a clear scrutiny of the
Pages: 7 (1750 words), Literature review
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Critical analysis of the differentiation strategy
Differentiator companies particularly create customer value through offering high-quality products that are supported by excellent service at premium rates. The effectiveness of differentiation relies on how well an organisation can juggle product benefits and product costs for the consumer, vis-à-vis competitive offerings (Hitt and Ireland, 2013:33). Firms employing differentiation strive to develop and market unique products for different consumer groups. They strive to develop a superior
Pages: 8 (2000 words), Literature review
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Management Project - Literature Review
This is because there are some tendencies to make some specific choices when a person has a certain feeling. This culminates in a series of different actions and choices that might follow a given pattern.Age and personal circumstances also forms a basis for choosing certain specific products and services (Gwilt, 2013). This implies that there are numerous tendencies that naturally come into people at certain ages. Therefore, as a person is in his or her younger adulthood, that individual might
Pages: 10 (2500 words), Literature review
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