A School of Marketing
In this field we will discuss all about marketing cases, articles, and dilemmas. It also includes the discussions about failed advertising campaigns.
Instagram influencer marketing succeeds primarily because influencers personally connect with their target audiences. On Instagram, brand ambassadors help you to create a trustworthy and successful brand image. Honestly, brands have no idea how much their influencers and followers communicate. Influencers may be assigned to work on a specific post, but they are also required to …
Four common Chinese consumer behaviors Four common ways Chinese consumers behave Chinese consumers prioritize quality and value over affordability, whereas American and British consumer prioritize affordability. If you are thinking about dealing with the Chinese market, you should consider the following four behaviors: 1. SPACE SAVING CONSUMERS People often consider all their options in China …
Consumption trends depend on consumers’ consumption habits or behaviors, for example, how consumers use a product, or how they interact with the social group to which they belong through a brand. The marketing budget of the industry will be based on the consumption budget and lifestyle of mainstream consumers in the market as the main …
Although marketing methods of e-commerce and physical stores are slightly different, several principles of consumer psychology are still the same-“change the soup, not the medicine.” The well-known master Dr. Robert Cialdini, author of the book “Influence”, put forward six principles to persuade people to say “Yes”: Reciprocity Scarcity Authority Consistency & Commitment Liking Consensus & …
The conversion rate strategy is based on the consumer’s purchase decision behavior, which is divided into six stages: Stage 1: Cognitive issues When consumers have doubts about certain issues, they will go to the Internet to seek answers. It is particularly important at this stage not to sell to them, but to provide answers that …
This article will discuss optimization methods to increase search ranking from three directions: Speed optimization Conversion rate optimization Content optimization 1. Speed optimization I don’t know if you still remember, the first half of the introduction of e-commerce consumer psychology mentioned that the speed of a website will affect consumers’ willingness to shop; similarly, the …
1. Provide richer and effective information in Pinterest photos For example, real-time price information, where to buy goods, descriptions of product characteristics, etc. If consumers have the function of using the product bulletin board, they will also take the initiative to inform users when the price of the product drops by more than 10%. 2. …
How to decide right social media platform for brand promotion What kind of social media site should be used as an auxiliary brand for the operation and promotion? In the past, the budget that companies invested in social media sites only accounted for 9% of the total budget, but it is expected to grow by …
First step in content marketing is you must write down a lot of possible content that this group of readers want to know, because your blog must provide an endless stream of information to be able to continue to catch the attention of these readers. Step 1: Start building customers If you just opened your …
Since if cosmetics are to be sold in the United States, they must pass the US Food and Drug Administration FDA level. However, because the United States defines cosmetics differently from other countries, it is necessary to pay attention to whether the product uses, and specifications cover drugs. For example, some countries regard sunscreen products …
The persistence of quality is reflected in Anker product development process. After the product design is formed, Anker will continue to cooperate with European and American customers and research companies to listen to their opinions. Anker’s product development Process Steps Product title writing optimization: core keywords and closely related keywords Take Anker’s popular external mobile …
When it comes to ‘Made in China’, most people usually don’t think of a few stereotypes right away: cheap, counterfeit, massive, low-end, not durable, fake, and explosive. However, Chinese mobile power manufacturer Anker broke this stereotype. Anker brand success is not in China, but on Amazon in Europe and the United States ranks first in …
Amazon, an e-commerce platform is known to be a customer-oriented store. Making customer satisfied with your products and services is the most important factor in becoming a successful seller. Remember; Don’t make customers unhappy! Amazon has 11 quantitative customer satisfaction indicators that you must know. These indicators are also issuing that sellers on other platforms …
Amazon differs from other online shopping platforms in its strict seller regulations, including account settings, product titles and pictures, logistics and transportation. Therefore, if you do not understand the rules of the game for Amazon’s launch, you can easily suffer Waterloo on this world-renowned e-commerce platform, and even bring negative effects to the brand. The …
According to a survey conducted by Forrester, a well-known US market research firm, consumer spending on online shopping will reach US$527 billion (nearly NT$18 trillion) in upcoming year. E-commerce is constantly innovating. Therefore, how to keep up with the modern trends of e-commerce, open the future market, and create a path of your own under …
Correct online marketing strategies and methods After you choose the market, choose the platform, and put the products on the shelves, you also need to do strategic planning of online marketing, understand the skills of online marketing. And understand the shopping journey of consumers shopping on the Internet, in order to truly serve your products, …
I think there are two feasible models for brand management of cross-border e-commerce. First E-Commerce Model The first way, if you have enough capital today and the brand line is complete, you can officially export the goods to the target market, enter a third-party warehouse (the warehouse company will have a matching logistics company), set …
E-commerce model for small and medium-sized enterprises In this digital Internet era, It is critical to identify what kind of e-commerce model can small, medium-sized enterprises and the world’s invisible champions use to help enterprises transform through online marketing, build their own brands, and sell products to the world. The operation path of traditional brand …
Why Amazon Enters the Hand-made Market to Grab Etsy’s Business? The aggressive giant Amazon stepped into Etsy’s hand-made niche market and launched Amazon Handmaid’s new service focusing on hand-designed products. But Amazon’s ambitions may be far more than that. Creating a market designed for crafts is just Amazon’s first step to attract more “in-house creators”. …
Lean Startup – Uses of Lean Entrepreneurial Cycle Have you heard of Lean Startup? Nowadays, the entrepreneurial cycle is changing rapidly, and speed determines success or failure. In the past, Pakistan’s manufacturing industry’s high capital expenditures to build factories to reduce production capacity and cost has become narrower under the threat of the red supply …
In the previous article, we used keyword tools to test the potential of Amazon products. Here, we will teach you to observe the digital indicators on Amazon to determine whether your product has market demand? There are two numbers on Amazon that are very important, one is the number of comments, the other is Best …
7 Ways to test market potential of a brand An international brand with the spirit of locality can bring different touches to foreign consumers and make your brand market visible internationally. As an operator in Pakistan, based on your familiarity and intuition with the market, you may be able to easily judge whether a product …
Case Synopsis This case (Medium is the message) illustrates the face-to-face nature of services along with its managerial implications. Fly Away Travel is known for providing stimulating holidays, and also for their personal attention and care. It is this high level of customer service that differentiates it from other travel providers. To combat geography and …
What might have been some of the implications for Scuba Jamboree of the fact that 70% of the local diving industry was controlled by foreign operators, and the challenge for Thai dive specialists to become more competitive? A: In the dive business, accreditation by a professional organization (like PADI) is essential. This was lacking in …
Marketing Case 1: City Sightseeing Tours – A Communication Challenge Researchers are expected to discern that there is indeed a central role to be played by MC in this marketing case situation – for the purposes of. (a) making people aware of the new service, and (b) differentiating the service from the competing alternative. This …
How does Kiwi Experience attract these customers and what else could it do to increase sales? Attracting customers is so important for Kiwi Experience as they cannot rely on customers coming back. Retention of customer is very unlikely. As the case states “it is very unusual for passengers to travel on Kiwi Experience for a …
Fueling the Customer Relationship Discuss the grounds for, and appropriateness of, a customer relationship marketing and management strategy in the context of Eric’s business. Eric’s case is an interesting one and is probably indicative of many in the same position as he. His business and marketplace have some of the characteristics that make it suitable …
Q1: What factors contributed to Maree’s sense of annoyance and frustration in ‘The customer’s right’ case study? It should be noted that Maree was frustrated initially from a service failure (or at least a perceived service failure), however the clerk’s attempt at recovery only made the situation worse. The factors that contributed to her annoyance …
How would you characterize customer (Lee’s) expectations and perceptions, and what factors have contributed to the formation of these? Lee expected to save time from a convenient and cheaper bill paying system being offered by her bank. She is likely to have formed those expectations from at least two sources. i) her previous experience with …
Mini case solution: The Antiquarian Bookshop This mini case (antiquarian bookshop) is intended to provide a means of exploring in an applied way many of the key concepts explained and discussed in this chapter. Q1. What is being processed in the bookshop, and what are important managerial implications of understanding this? Students are expected to …
This mini case is included to help students explore the key concepts from services marketing. What distinctive aspects of services, and what other services marketing concepts explained are reflected in this case, and what are likely to be important considerations in marketing and managing this service successfully. On the service continuum (Figure 1.5) students should …
Synopsis of Austrade Case Study This case traces the events of Australia’s Trade Commission post (Austrade) in Bangkok, Thailand from a post that had the worst customer service record in the SE Asian region to becoming among the top five posts in the world, all in the space of a few years. It touches on …
Synopsis of Qantas Case This Qantas case reports a series of dissatisfactory service encounters for a business passenger returning on a Qantas 16-hour flight from Los Angeles to Sydney. The case centers around Qantas service recovery efforts (or lack of) and the relationship between customer satisfaction/dissatisfaction (CS/D) and service quality. Further, it demonstrates how repeat …
Synopsis of Perth Zoo Case Study This case is a good example of a not-for-profit service organisation, and the opportunities and problems such an organisation face. It deals with issue surrounding selection of target markets, relationship marketing, getting repeat patronage, generic competition and issues that are like many private sector firms – goods or services. …
Mention Bank Asia Case Study Solution Steps Mention Bank Asia has Taken to Develop a Customer Orientation Remodeling and renovation of branches (“friendly yet professional”) Teller stations redesigned to provide full/express service Touch-screen information terminals installed near entrance Introduction of advanced model ATMs with color screens Increased number of ATMs in branches Access to regional …
This case ‘an incident in the babies’ room’ covers many of the topics in Services Marketing. Twinkle Toes is a typical long-day care center that has been recently taken over by Maria Sanchez. To reduce costs, Maria hires inexperienced staff, but a complaining customer draws her attention to the ramifications of her decision and other …
Online stockbroking is a commonly used phenomenon in today’s era. In a technology market such as this, marketers should be encouraged to think laterally and be very creative. The ‘obvious’ will emerge and be recorded, but researchers should be encouraged to go beyond this. The market structure, in terms of key players, their relative size …
Q1. How should TLM position itself? TLM’s core product is hospitality but the international marketing of Thailand as a long stay tourist destination. It differentiates Thailand from its competitors is the responsibility of the government through the Tourism Authority of Thailand (TAT). TLM’s work should complement the work of TAT, by marketing Thailand specifically to …
Distinguish between the core, supplementary and facilitating services provided by FedEx. FedEx Core Services Air & Road Freight: – International Priority (IP) International Priority Freight Service (IPFS) (Cargo, packages, letters & documents) FedEx Support Services FedEx Packaging EC-Inventory EC-Manufacturing EC-Return Management COSMOS EC-Warehouse Management FedEx Ship Manager FedEx Ship Assistant Customs Clearance Customer Care Program …
The Melbourne Cup is Australia’s premier horse race of the nation (handicap over 3200 meters with over AUD$2 million prize money) and it has its own public holiday in metropolitan Melbourne. The TAB (used to stand for Totalizer Agency Board when government owned and run, but now a public company, Tabcorp Holdings) is the only, …
Answers to the Case Questions What features do you think are important for BDW’s Web site? Blake Dawson Waldron deals primarily with high net worth consumers. BDW’s clients expect to see plush surrounds. BDW’s physical offices tend to reflect that wealth and success. Such visual cues are also expected on the Internet. A “top tier” …
Questions for Discussion What does the experience described in this case suggest about the concept of value and how this is assessed by different people? (Note: It might be helpful to consider this question with reference to the work of Valarie Zeithaml.) Discuss the appropriateness of the club’s use of bundling and other potential sports …
Dealing with Conflict Successful managers can effectively manage conflict just by analyzing the early symptoms of team conflicts. This ability is considered a core competency and is required for managers who want to grow and advance. Unfortunately, it is also one of the most difficult skills a manager can develop. Activity Kindly list individually the …
In the sea of information explosion, how do you start your online profitable business through online marketing? What resources do you have available? What internet marketing techniques do you need to know? And this article sorted out 7 areas of online marketing must learn, to help you quickly understand how to get from beginner to …
KOOVS.COM SWOT Analysis; Claimed to be the largest online wholesale subsidiary store in India and Pakistan. It was established in 2009 and it’s a public online store which provides branded fashion cloths and other accessories online. Strengths Higher (84.81%) rate of customer engagement via social media platforms Excellent site ranking on Alexa Strong brand recognition …
There are many ways to manage opposite genders buying behavior. But the question is how and why opposite gender customers behave difficulty. Key learning points from this article. How opposite gender behave s as a customer Why opposite gender differently when shopping or continuously. What are the indicators of these different customer behaviors based on …
Introduction Al-Shifa Trust Eye Hospital which is one of the most renowned eye Hospitals in Pakistan, its office is situated in Rawalpindi but operates all over the Country. Manager’s Intro The HR Manager of Al-Shifa is Mr. Mubashir Mehmood. He has an MBA in HRM and has a total experience of 9 Years. (6 Years …
Table of contents Types of customer’s false claims Reasons behind customer’s false complaints Company’s responding strategy against false claims of stakeholders Effects of each responsive strategy on both customer and the company Types of customer’s false claims Price based claims Claims regarding product packaging (most customers return the products by excusing that an unpacked or …
Here is the Harley-Davidson case study link. In this article we will only discuss its solution and perform a SWOT analysis of the case. Lets begin with the introduction; Introduction to Harley Davidson Inc. In 1901, William Harley and Arthur R. Davidson experimented with ideas and build their own motorcycles. They were joined by Arthur’s …
The General Tyre and Rubber Company of Pakistan Limited was established in 1963 on a 25-acre plot in Karachi Pakistan. Its production started in 1964. The Company was founded by General Tire International Corporation of the USA. With a complete capacity of only 120,000 Tires once a year. General Tyres has four market segments to …
Revolutionising the world of fashion with her classy and trendy attires. Rani Emaan indeed is improving the image of Pakistani designers not just there but across the globe. Kudos for her hard work and the stance. She is a motivation to the women of Pakistan. Farzeen Irtizaz’s story was a bit different from others as it …
OUTFITTERS Micro-environment: Consist of major actors behind the scenes. Marketing success requires building relationships with other company departments, suppliers, marketing intermediaries, competitors, various public and customers which combine to make up the company’s value delivery network Outfitters have excelled in the coming years due to their success in the micro environment because the only thing …
Solved Case Study: Work Life Balance at Baxter Answers What role, if any, does work life balance play in the success of an organization? Explain. Baxter International’s usage of work/life parity as a center worth is reflected in its corporate society. Since the association started concentrating on this worth, Baxter has accomplished its procuring focuses, …
The Dilemma This case is referring to the dilemma confronted by Mr Rajesh who is running an advertising agency called “Creed” in the Southern State of Kerala, India. This is a small advertising agency which is trying to compete with a large advertising agency named “Vista “and focusing on price discounts to penetrate in the …
Kabul Restaurant Islamabad Case Study Kabul restaurant is well known restaurant in Islamabad and holds a prestigious reputation from last 30 years. The restaurant is known for its Afghani traditional food, well designed infrastructure and best quality. The management of Kabul restaurant is really active on the inspection of food and its quality. They have …
Analysis and Solution of A Strategic Framework for Spare Parts Logistics Case Study Case analysis This case highlights many of the important aspects and issues regarding aligning, organizing and implementing spare parts logistics with the help of a strategic framework. And it describes that how an effective spare parts logistics strategy can be developed and …
This Article is based on interview of a Nike franchise owner in Pakistan. In interview he revealed how Nike set its prices for local markets. And how much they have control over pricing strategy during crisis, currency fluctuation and recessions. NIKE ‘Just Do It’ It’s an US multinational brand engaged in designing, manufacturing, marketing and …
There is a number of leadership styles used by different leaders during war situation in Twelve O’clock High movie. Below are the differences in their leadership styles accordance with the situations and their impact on war. Difference in leadership style between General Savage and Colonel Davenport General Savage treats everyone so brutally that he has …
Careem is an app-based car service that connects people to rides in a matter of minutes, at the tap of a button. It provides reliable, safe, convenient and affordable transport. Its customers can book a car on the Careem apps and website, or by calling a call center. Careem, has announced an investment of US$ 60 …
Post Merger Challenges of Al-Baraka & Burj Bank: The Acquisition Management Issues In August 2016, Bank Al Baraka concluded due diligence and subsequently entered into negotiations with the management of Burj Bank on sale purchase deal. The parties eventually reached an agreement between them for the acquisition. Afterwards, State Bank of Pakistan (SBP) gave green …
Case Overview Procter & Gamble is a major multinational consumer goods company, and referred as one of the first initiators in adopting big data and digitalization to reveal patterns, trends and associations relating to consumer psychographic behavior and react likewise. Digitalization and big data analytics had helped P&G save billion dollars and is a key …
Main Problem faced by Applus+ Velosi was its obsolete machinery which result in losing big projects from oil&gas sector in Pakistani market. Also, they were losing competitive edge in the market due to manual working style of labor while other competitors moved towards latest equipments and machinery certified by ISO standards to automate the working procedure. …
Hyper star belongs to the Carrefour group based in Germany but in Pakistan it is currently ran by the Majid-Al-Futtaim-Retail belonging to a gulf country .It established in 2009. Hyperstar is Pakistan’s most dynamic, fast-moving and exciting hypermarket chain. The company has global expertise which helps us offer the shoppers here in the Pakistan the same quality, …