Learn how to get more from less by applying frugality to every marketing activity undertaken, as well as how to maximize time and resources to achieve powerful and measurable results.
Durch das Marketing werden die Produkte und Dienstleistungen den Kundenwünschen angepasst, die richtigen Preise angesetzt, der effizienteste Absatzweg ausgewählt, sowie die eigenen Leistungen ...gegenüber dem Kunden effektiv kommuniziert. Der Schlüssel für den Erfolg des Unternehmens auf dem Markt ist die Leistungsfähigkeit des Marketings. Die Zielsetzung dieses Buches ist, Mitarbeitern mit technischem oder naturwissenschaftlichen Hintergrund mit den Gestaltungsmöglichkeiten des Marketings vertraut zu machen. Sie lernen die Methoden des Marketings kennen und richtig anzuwenden sowie das planmäßige Vorgehen im Marketing. Im Vordergrund steht die Umsetzbarkeit. Dazu werden alle wichtigen Bereiche des Marketings behandelt: Den Grundbegriffen im Marketing, die Techniker und Naturwissenschaftler kennen müssen, folgt eine Abhandlung über die Marktforschung und die gängigsten Methoden im Marketing zur Analyse von Markt und Wettbewerb. Es schließt sich die Formulierung und die Umsetzung der Marketing-Strategien mit einem Kapitel über die Einführung neuer Marktangebote an. Das Service Management im technischen Unternehmen sowie die Ausgestaltung des operativen Marketings bilden den Schluss des Buches. Verschiedene Praxisfälle von Unternehmen wie Bosch, Trumpf, Siemens, Agilent Technologies oder Festo reflektieren das Dargestellte an realen Vorkommnissen. Ingenieure und Naturwissenschaftler erhalten somit einen Einblick über die Möglichkeiten, die das Marketing bereichsübergreifend für das Unternehmen bietet.
This study explores the role of situational, demographic, and socioeconomic variables in stimulating impulse purchase behavior in the Republic of Macedonia. Factor analysis reveals five categories of ...situational impulse buying factors: social and personal, in-store atmosphere, sales related, sales promotion, and time and money. Cluster analysis produced two segments: noticeably rational and noticeably impulsive. The results show significant differences between the two segments on all five factors of impulse buying. Furthermore, the results show that segments differ in terms of age, working status, household income, and frequency of buying.
In December 2012, Australia became the first nation in the world
to require all tobacco products to be sold in standard 'plain'
packs under the leadership of the then Health Minister Nicola
Roxon. ...Tobacco companies have had global apoplexy about the law.
Humiliated in the Australian High Court with a six-one defeat,
their hopes now rest with deterring other nations from following
suit by pursuing international trade law action.
With a combined 50 years of research and advocacy experience in
tobacco control, Simon Chapman and Becky Freeman set out the
evidence for the importance of plain packaging in striking at the
heart of what remains of tobacco advertising. They examine the
history of the idea, the tobacco industry's frantic efforts to
derail it, and the early evidence for its impact. Most importantly,
they give tools to policy makers in other countries wanting to make
the best case for plain packaging and to defend it from the
inevitable attacks that will follow.
This timely handbook brings academic excellence to international advertising research in the form of 28 contributions from over 40 leading scholars. The handbook's comprehensive treatment highlights ...existing knowledge, reports major findings across the subject, and recommends directions and agendas for future research. * Fills the existing gap between the rapid growth in scholarly research on international advertising and the pressing need for more high-quality research in the area * Covers 28 major areas in international advertising research, with contributions from more than 40 international advertising scholars based in over 10 countries or territories * Comprehensive treatment includes the history of international advertising, audiences and media, strategy and execution, content effects, regulation, ethics, and advertising education * Highlights existing knowledge in international advertising, reports major findings on a broad range of topics, and offers expert recommendations on directions for future research * Contributors represent the most highly respected academics among international advertising researchers
Currently, it is observed at national level that there is a growth in vehicle demand, and as a consequence, the demand for service requirements also grows. Given these circumstances, the analysis and ...development of marketing strategies for automotive technical services has been put in place to improve its production matrix. According to the Association of Automotive Companies of Ecuador, (2019) the sector shows that in Ecuador the light vehicle segment is distributed in 47.0% by cars, 37, 2% by SUV and 15.8% by truck. The objective of this research project is to apply the different digital marketing strategies, in order to increase the number of customers of the RN MOTOR´S automotive workshop, which currently has a weak presence in digital media, generating a low participation of market. Regarding the calculation of the return on investment in relation to the advertising that is carried out, it is necessary to define a projection of income. If it is split in 2018, sales were USD $ 22,340.10, therefore, it is expected that there will be a 5% increase with the implementation of digital marketing strategies, so a net profit is projected for the 2019 year of USD $ 23,457.10. On the other hand, a comparison should be made with the projected net income against the investment of digital marketing strategies, where it is corroborated that, according to the ROI calculation, a result of 20% was obtained which demonstrates that the project of digital marketing strategies is viable
Actualmente se observa a nivel nacional que este teniendo un crecimiento en la demanda vehicular, y como consecuencia a esto, la demanda por requerimientos de servicio también crece. Dada estas circunstancias el análisis y desarrolló de estrategias de marketing a servicios técnicos automotrices se ha puesto en marcha para mejorar su matriz productiva. De acuerdo a la Asociación de Empresas Automotrices del Ecuador, (2019) el sector muestra que en el Ecuador el segmento de vehículos livianos esta distribuido en el 47,0% por automóviles, el 37, 2% por SUV y el 15,8% por camioneta. El desarrollo del presente trabajo de investigación tiene por objetivo la aplicación de las diferentes estrategias de marketing digital, con la finalidad de incrementar la cantidad de clientes del taller automotriz RN MOTOR´S el cuál presenta actualmente una débil presencia en medios digitales generándole una baja participación de mercado. En cuanto al cálculo del retorno de la inversión en relación con la publicidad que se realice es menester definir una proyección de los ingresos. Si se parte en el año 2018 las ventas fueron de USD$ $22.340,10, por lo tanto, se espera que exista un incremento del 5% con la implementación de las estrategias de marketing digital, por lo cual se proyecta una utilidad neta para el año 2019 de USD$ 23.457,10. Por otra parte, se debe realizar la comparación con la utilidad neta proyectada frente a la inversión de las estrategias de marketing digital, en donde se corrobora que, de acuerdo al cálculo del ROI se obtuvo un resultado del 20% lo cual demuestra que el proyecto de estrategias de marketing digital es viable.
One hundred ways to motivate your sales teams to outsell each other and grow your profitsIn most retail stores, salespeople arrive at work with little enthusiasm to sell. The truth is that retail ...selling can be a little boring. It's up to owners and managers to provide the spark and motivation that inspires people to excel, even when store traffic is slow. One of the best ways to accomplish that is with selling games and contests. The Retailer's Complete Book of Selling Games Contestscontains more than one hundred selling games and contests that any retailer can use to motivate their staff, improve their sales skills, and generate extra sales during slow traffic periods.Geared toward retailers of all industries and all sizes, from single stores to mega chains, this book will appeal to those with a vested interest in improving the performance of their salespeople and driving sales higher.Details how to use games to sell specific merchandise, increase add-on sales, and sell higher priced merchandise and groups of merchandiseOutlines how to structure games and contests, when to run them, and for how longHelps managers build their sales staffs' confidence and abilities through fostering a competitive spirit and rewarding high sellersHarry J. Friedman is an international retail authority, consultant, and the most heavily attended speaker on retail selling and operational management in the world todayWhen you inspire your sales team to improve their skills and outsell each other, you'll boost your profits and outdo your competition
Penelitian ini bertujuan untuk menganalisis pengaruh brand positioning dan sales promotion terhadap brand equity dan keputusan pembelian konsumen. Ada pun yang menjadi studi kasus penelitian ini ...adalah Pegadaian Syariah di Kota Palembang. Data penelitian ini terdiri dari data primer dan data sekunder. Data primer diperoleh dengan menggunakan kuesioner, yang dibagikan pada responden menggunakan teknik convenience sampling. Sampel penelitian ini berjumlah 100 responden. Data sekunder diperoleh dari berbagai sumber seperti jurnal, buku dan publikasi terkait lainnya. Teknik analisis pada penelitian mengunakan teknik Structural Equation Modeling (SEM). Hasilnya menunjukkan bahwa brand positioning memiliki pengaruh positif dan signifikan terhadap brand equity; sebaliknya sales promotion memililki pengaruh negatif. Selanjutnya, ditemukan bahwa brand positioning tidak berpengaruh pada keputusan pembelian, sales promotion memiliki dampak negatif dan signifikan terhadap keputusan pembelian. Brand equity tidak berpengaruh terhadap keputusan pembelian. Disarankan agar perusahaan lebih memperhatikan pembentukan brand positioning dengan menerapkan standarisasi pelayanan, terutama yang berkaitan dengan kecepatan, kenyamanan, dan fleksibilitas pelayanan. Perusahaan juga harus meningkatkan kompetensi karyawan dasi sisi pemahaman syariah. Sebaliknya, dalam hal kegiatan promosi penjualan perusahaan harus melakukan evaluasi yang mendalam, dikarenakan kegiatan promosi penjualan yang dilaksanakan selama ini terbukti kurang efektif mendorong keputusan pembelian.
Winning a sale doesn't happen by accident. Selling requires thoughtful preparation and flawless execution. Because no two sales opportunities are exactly the same, a seller must develop a sales ...strategy for each opportunity that's as unique as the opportunity itself.Premeditated Selling: Developing the Right Strategy for Every Opportunity provides a scalable five-step process and tools for managing complex sales. The authors also explore strategic elements that exist in every major sales opportunity and use case studies to show best (and worst) practices in action. The end result is a book that gives readers a solid foundation for developing effective opportunity strategies.
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