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From the author of The Tipping Point, Malcolm Gladwell's international bestseller Blink: The Power of Thinking Without Thinking is a revolution in the understanding of the mind.
An art expert sees a ten-million-dollar sculpture and instantly spots it's a fake. A marriage analyst knows within minutes whether a couple will stay together. A fire-fighter suddenly senses he has to get out of a blazing building. A speed dater clicks with the right person...
This book is all about those moments when we 'know' something without knowing why. Here Malcolm Gladwell explores the phenomenon of 'blink', showing how a snap judgement can be far more effective than a cautious decision. By trusting your instincts, he reveals, you'll never think about thinking in the same way again.
'Trust my snap judgement, buy this book: you'll be delighted' The New York Times
'Compelling, fiendishly clever' Evening Standard
'Brilliant ... the implications for business, let alone love, are vast' Observer
'Superb ... this wonderful book should be compulsory reading' New Statesman
'Blink might just change your life' Esquire
'Should you buy this book? You already know the answer to that' Independent on Sunday
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Writing a book is one of the biggest learning processes that I have experienced.
I learned at every stage, with every person that I interacted with and with each hand that wrote Marketing Trends with me. Even the name of the book, the cover, the distribution network, the size that allows a quick and simplified way of reading, and the pricing are crucial aspects with which I have grown.
Learning means listening to different opinions with the willingness to evolve. It is opening the mind in the same way that we lift our eyelids to discover the light of a new day. It is accepting that others, whoever they may be, can show us new ways, different angles.
Sometimes we need to follow an unknown path and search for new colours and new winds. Other times, knowing the path is crucial. Knowing which are the most relevant trends in the field of management is more than desirable: it is almost an obligation for those who want to come first, do better.
And your path, which will it be?
THE COMPREHENSIVE GUIDE TO MANAGING AND LEADING COMPANIES THAT COMPETE INTERNATIONALLY
Drawing on the course material developed at the Harvard Business School and Yale School of Management by David Collis, International Strategy provides theoretical insight and pragmatic tools that address the decisions facing senior managers in multinational corporations. International Strategy explores the critical differences between domestic and international competition: the heterogeneity of markets in which companies are involved; the volatility of economic conditions that firms face; and the increased scale of activities fostered by global participation. The text examines how these phenomena create tensions and tradeoffs for executives concerning which product to offer around the world, which countries to compete in, where to locate various activities, and how to organize the firm worldwide. Making those choices in an integrated fashion, it is explained, requires pursuit of a coherent strategy that builds an international advantage.
Given the explosion in the number of non profit organizations over the past years and the fact that there are no signs of a slowing of growth in this area (Sargeant, 1999a: 8) the competition is getting fierce. Due to the intangibility and immateriality of most non profit services, marketing communication plays a central role to gain differentiation and thus, competitive advantage. Communication is used to draw attention to causes, to raise funds in order distribute it to those in need or to promote activities (Kotler, 2005a: 27). To carry it to an extreme, in some cases, such as raising funds for disasters, the effectiveness of marketing communication can even decide upon life or death.
In the following research the marketing communications of the non profit organizations World Vision and Terre des Hommes will be compared, whereas key differences or similarities will be highlighted. Furthermore the paper aims to evaluate their respective approaches with respect to the theoretical ideal in marketing science. In order to attain these goals, a series of steps are required in advance. First, a brief outline on the organizations will be given. This step is followed by an overview over the organizations respective target audience, communication objectives and tools, whereas key differences or similarities will be highlighted. Based on those findings, the overall marketing communications will be appraised according to which extent their efforts are matching with preset objectives as well as with the theoretical ideal in professional marketing science. In the final section conclusions will be drawn and future recommendations will be provided. The research will be based on diverse marketing literature related to the topic. Additionally, data obtained from the international websites of the organizations and interviews will be considered in our study.
1. Management Summary
The retail market is changing rapidly from click to click (Price Waterhouse Cooper, 2008). and the 'online market is developing at an astounding rate' (Internet Advertising Bureau, 2008).For example the online advertising has overtaken direct mail with a market share of 11.8% (Internet Advertising Bureau, 2008). Many retailers are using innovative ideas to help them be distinct from their competitors and to meet the needs of consumers. For example an extreme sports store in Florida has its own surfing stimulator inside its shopping mall (Springwise, 2008). The retail sector is a highly dynamic market offering customers more choice and retailers are consistently competing in a highly competitive environment.
M&S is market leader in the field of predominantly non-food middle market and a large company with more than 650 stores world wide. It is a challenge for M&S to meet the needs of customers as customers shopping habits are always changing. 'Customers often switch retailers as they become increasingly familiar with and bored with a retail store' (Babson, 2007) and there is consistently a desire for constant newness (Mintel Report, 2007). The result is a melting product life cycle and a high pressure on the retailer. M&S have to scan both the internal and external business environment to identify long and short term trends and develop a strategy with both aims and objectives to remain a successful high street retailer.
This coursework is based on comprehensive primary and secondary market research which will allow the group to develop a greater understanding of the current market situation. The focus of this coursework is on the non-food clothes home market of Marks & Spencer, because, concerning Michael Porters' Diamond Model 'it suggests that the national home base of an organization plays an important role in shaping the extent to which it is likely to achieve advantage on a global scale' (Michael Porter, 1998).
The objectives of this coursework are as follows;
•To discuss the profile of the existing retailer
•To recommend an effective methodology approach which can be taken by M&S to identify if our idea is feasible.
•To demonstrate our new proposed idea is feasible for the retailer to undertake in terms of offering an additional and enjoyable service to consumers and to gain a competitive advantage.
The mind is like an iceberg, it floats with one-seventh of its bulk above water' (Sigmund Freud, psychologist).
According to Freud's quotation, the main part of the mind is beneath the water and is called the subconscious. That means people are sometimes in a certain mood, think and act automatically without knowing the reasons. Wants arise from the subconscious mind; and manipulating the customer's wants is exactly what marketing experts in department stores would like to achieve. So the question is, if there are possibilities to influence the client's shopping habits in order to maximise the profit.
For a long time, specialists in department stores have only concentrated on the aware visual, gustatory and haptical sense and have neglected the acoustical and especially the olfactory one. The customer could look at the products, could try foods in the supermarkets at cheese or sausage counters and were allowed to touch the goods. A specific smell or a sound used to be considered to be less important in the consumer goods marketing. It is true that 83% of sensations are received by the eyes. However, the more senses are addressed, the more information can be processed (cp. Fösken, 2006, p. 31).
Nowadays, the subliminal manipulation of the costumer gets more and more in the focus of the smart salesmen. Because of a strong competition on the saturated consumer good market, a holistic strategy is needed to distinguish the products from the competitors'. An experience-driven marketing strategy, which activates all five senses, becomes the new trend.
In this term paper, the focus is going to be on the use of scent and music in department stores and shops. I establish the hypothesis that the two stimuli have an unconscious, positive influence on the customer's mood. Furthermore, a good customer's mood will have positive influences on his expenditures.
To verify these assumptions, several researches are going to be analysed. Biological and chemical processes in the human body are neglected by reasons of shortage of space in this assignment. Also the technical implementation is not treated.
Part two of the term paper is going to be about the relation between the customer's mood and his affection to buy products in department stores.
In the first two chapters of part three, scent and music are separately examined concerning their effects on the customer's affection to buy.
The combination of scent and music is treated in the third chapter of part three.
Part four of this term paper summarises the most important gained information. Moreover, it gives pragmatic recommendations and future perspectives for the consumer goods marketing
Master's Thesis from the year 2007 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,3, Mid Sweden University, 27 entries in the bibliography, language: English, abstract: Mass customization is a research field which is already well established from a manufacturer viewpoint. Curiously, there is a marginal amount of research studies covering the consumers' viewpoint and researchers argue that much more research is needed to understand the consumer behavior in terms of mass customization. From a consumers' viewpoint mass customization can be seen as the production of goods for a relatively large market, which meets exactly the needs of each individual customer with regard to certain product characteristics (differentiation option), at costs roughly corresponding to those of standard mass-produced goods (cost option).
The main purpose of this study was an investigation of relationships between the purchase of mass customized products and demographic and psychological influence factors. Therefore, the study gave an answer on the question whether German consumers had an interest in purchasing mass customized products and what demographic and psychological factors influence the tendency to purchase mass customized products. The reader should have got an impression of the topic of mass customization from a consumer perspective. Therefore the author surveyed 519 German consumers with the help of a self-administered online survey in order to investigate their attitudes toward mass customized products, their willingness to invest additional time and money for MCP and their perceived risk on customized products. The study was conducted on German respondents to discuss similarities and differences to previous studies on the US market as well as a comparison of the UK and Turkish market regarding consumer attitudes and readiness. This study offers practical insights for companies that want to address potential consumers of customized products and gives useful hints for determining suitable target groups for mass customized products....
The modern type of leisure manager/destination manager has far more comprehensive job areas and therefore should be met with a changed perception of his or her role. The area of responsibility will be decisively extended. HIERGEIST/ WENDLING/ ZIERNHÃ-LD (2000, page 35) see in this type not 'only' marketing experts, but primarily motivators and moderators of internal marketing, using intensive communication to pass on benefit potential and feelings of solidarity to their target groups and to create the necessary willingness for co-operation.
Six sigma is a project-driven technique developed for sustainable business-routine enhancement. It concentrates on improving the customer's varying needs, upgrading procedures in the total company and improving the company economic situation. It can advance the company's products, services and methods in diverse disciplines such as production, marketing, finance, administration and so on. It is a kind of development to older process improvement initiatives.
In times of strong competition the advantages out of implementing six sigma can be the deciding one, if the organisation can stay in the market or will go for bankruptcy. Specially for the automotive sector, where the competition is very strong, six sigma can be a useful instrument.
Zero defects is an approach to increase customer satisfaction and to reduce the number of claims. In a next step satisfied customers can develop to loyal customers. The consequences of customer retention and customer loyalty must not be underestimated, particularly in an economy where budgets are frequently dwindling.