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Taschenbuch. Zustand: Neu. Druck auf Anfrage Neuware - Printed after ordering - Essay from the year 2006 in the subject Business economics - Offline Marketing and Online Marketing, grade: A, Edinburgh Napier University (Marketing Management and Research), course: Marketing Customer Interface , language: English, abstract: This paper shows different internal factors which are influencing the environmental scanning process. Out of a critical analysis of the classical theory (Aguilar, 1967) the author presents a holistic approach of understanding the environmental scanning process. Therefore the paper considers the areas of management, technique and methods, structure and culture regarding their influences on the way a company perceives on external environment changes as well as they respond on it. Finally the 'symbiotic' relationship between external and internal forces as well as the influence of other functions among the marketing department is presented. Keywords: marketing, environmental scanning, organisation culture, internal environment. …

Zustand: New.

Zustand: New.

Taschenbuch. Zustand: Neu. Druck auf Anfrage Neuware - Printed after ordering - Master's Thesis from the year 2007 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: A (Distinction 1), Edinburgh Napier University (Marketing Management and Research), course: MSc Marketing, language: English, abstract: Current regulatory and technological change factors force the development of an integrative multi channel approach over the whole car purchasing process to increase customer value and profit. Since the decade of multi channel services, the understanding and analysing of consumers behaviour gains more and more part in literature. Although if the adoption of new channels and particular channel usage is researched, further need of understanding why consumers use some channels rather than others, although purchasing the same products, is identified. Especially the automotive market is mainly focussed on product and manufacturer branding topics rather than distribution and service development.Using the example of the automotive industry this paper explores factors of influence on channel choice. Based on current literature and exemplified by a quantitative explorative study the present paper focuses mainly on the question asking after the main determinants on consumers channel choice during car purchasing and their nature of influence on it. A conceptual framework is developed, which argues that channel decision making in the automotive market is based on product, consumer, channel and organisational dimensions of determinants. Product and consumer characteristics are basic considerations influence the evaluated importance of channel related factors like experience, convenience, risk, price, entertainment and service. Finally the organisation itself with their reputation and offered range of products and services has to taken into account. The preliminary model could be viewed as a starting point structuring the understanding of the complex area of channel choice in a particular context like the automotive market.…

Zustand: Sehr gut. Zustand: Sehr gut | Sprache: Englisch | Produktart: Bücher | Master's Thesis from the year 2007 in the subject Business economics - Offline Marketing and Online Marketing, grade: A (Distinction 1), Edinburgh Napier University (Marketing Management and Research), course: MSc Marketing, language: English, abstract: Current regulatory and technological change factors force the development of an integrative multi channel approach over the whole car purchasing process to increase customer value and profit. Since the decade of multi channel services, the understanding and analysing of consumers behaviour gains more and more part in literature. Although if the adoption of new channels and particular channel usage is researched, further need of understanding why consumers use some channels rather than others, although purchasing the same products, is identified. Especially the automotive market is mainly focussed on product and manufacturer branding topics rather than distribution and service development. Using the example of the automotive industry this paper explores factors of influence on channel choice. Based on current literature and exemplified by a quantitative explorative study the present paper focuses mainly on the question asking after the main determinants on consumers channel choice during car purchasing and their nature of influence on it. A conceptual framework is developed, which argues that channel decision making in the automotive market is based on product, consumer, channel and organisational dimensions of determinants. Product and consumer characteristics are basic considerations influence the evaluated importance of channel related factors like experience, convenience, risk, price, entertainment and service. Finally the organisation itself with their reputation and offered range of products and services has to taken into account. The preliminary model could be viewed as a starting point structuring the understanding of the complex area of channel choice in a particular context like the automotive market.…

Softcover. Zustand: gut. 2009. Multi Channel Retailing in the Automotive Industry In deutscher Sprache. pages.

Taschenbuch. Zustand: Neu. Druck auf Anfrage Neuware - Printed after ordering - Studienarbeit aus dem Jahr 2006 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Edinburgh Napier University, Sprache: Deutsch, Abstract: This report shows the marketing strategy plan for the next 5 years for the beverage company Bionade GmbH. It is based on an external and internal marketing audit of this organisation (appendix). The product performed well. Sales rates increased about 350% over the last years. They did not do any big marketing campaigns. To achieve the planned sales forecast over the next year and to protect the current market leader ship in the segment of healthy functional drinks, a marketing mix will be established.The current external environmental forces are mainly support the organisation's business. Changed consumer patterns regarding a higher consumption of healthy food, as well as the faster lifestyle and the bad image of global companies in the group of younger adults are the main reasons for the increased sales of Bionade. The brand is characterised as unique, innovative, healthy, value added, credible, social and 'green'. The marketing strategy is based on a mass market penetration strategy in the domestic market and a new market entry strategy in the international markets. The main objective is to keep the current competitor advantages of the unique product in hole. The main task for future is to increase brand awareness and sales by marketing communication and the development of the product line.Additionally in future the current distribution strategy in cooperation with the distribution company of Coca Cola Company will be used to get into all traditional retail channels in the domestic and the international markets. In a long time view own sales offices should be open in the main markets to organise distribution, marketing and communication in these countries.The price in the domestic market will increase up to a compared price level of classical soft drinks. Bioande has the chance to be a 'mass' product by a high level of quality. But the differentiation is not done by the price. The transfer in the international markets will be follow a clear and credibility branding strategy.…

Zustand: Sehr gut. Zustand: Sehr gut | Seiten: 412 | Sprache: Deutsch | Produktart: Bücher | Der Distributionsbereich ist für Automobilhersteller im Kontext einer nachhaltigen Wettbewerbsdifferenzierung zunehmend von Relevanz. Die vorliegende Arbeit untersucht theoretisch und empirisch den Einfluss des kooperativen Distributionsmanagements der Automobilhersteller auf den Erfolg des Distributionssystems, wobei dieser Zusammenhang primär aus der Perspektive der Vertragshändler bewertet wird. Hierzu wird auf Basis verschiedener theoretischer Ansätze ein Konzept des kooperativen Distributionsmanagements entwickelt und mit Hilfe einer umfassenden Befragung von Vertragshändlern empirisch überprüft. Zusätzlich finden aktuelle Methoden und Ansätze der varianzbasierten Strukturgleichungsanalyse Anwendung. Gegenüber der bestehenden Literatur ermöglicht die Untersuchung differenziertere Erkenntnisse über den Erfolg vertikaler Kooperationen. Mit der Analyse methodischer Fragestellungen der Marketing- und Managementforschung ist die Arbeit für Wissenschaftler und Praktiker aus dem Bereich des Automobilvertriebs von besonderem Interesse.…