Free Essays; Essay Apple Marketing Plan; ..
A strong brand is the most valuable and irreplaceable asset for a firm. Apple, Google, Coca Cola, Nike, VISA, McDonalds, and Disney, are a few prominent examples of legendary brands. Many companies recognize that the investment they make in the creation and communication of their brand will become a strategic differentiator in the future.n nThis course is designed to provide students with theoretical as well as applied appreciation and understanding of what it takes to build and sustain strong bands. To achieve these goals, the class will be co-taught by two academic and industry experts who will not only provide basic insights into branding basics but will also discuss cutting-edge research and technological developments in the area.n nProf. Khan will lead the first half of the course. This week will focus on conceptual and strategic frameworks for understanding basic branding concepts and answering core challenges such as, how to define and establish brand meaning and personality; how to measure and leverage brand equity; how to manage brand architecture; and how to establish brand leadership.n nIn the second week, the focus will switch to digital aspects of branding. This week will be led by Mr. Gopi Kallayil, Chief Evangelist, Brand Marketing, at Google. Mr. Kallayil will explore contemporary issues in brand marketing such as, how to construct and maintain brand meaning in the high customer involvement digital space; how to seize the opportunity of your super fans actively expressing brand love on digital; and how to leverage new customer experiences created with digital in branding strategy.n nStudents are required to attend and come prepared to all classes.
Target Market, Segmentation | Business Articles & Essays
In essence, segmentation is the process of dividing a large market or customer base into smaller and manageable groups with similar characteristics. First, the organization undertakes a market research on consumer needs which results in the identification of a particular market’s needs. A market segment is characterized by a group of consumers who portray similar characteristics towards particular products; this may be characterized by either high demand for the product or little demand for the product (Christopher, Payne, and Ballantyne, 2013). With this information, the seller can develop various products based on consumer preference and segment demand. Second, the organization may then select the most attractive market; for instance, the market with the highest demands for its products. After that, the producer incorporates different marketing mix strategies to establish the best product positioning that would ensure organizational success by enhancing its competitive advantage.
Market segmentation is the process of partitioning markets into groups of potential customers with similar needs or characteristics who are likely to display similar purchase behavior.
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This PhD course will cover research topics at the boundary between macroeconomics and finance. Topics will include the study of macroeconomic models with financial frictions, the term structure of interest rates, conventional and unconventional monetary policy, sovereign debt crises, search frictions and segmentation in housing markets, (over)leveraging by households, heterogeneous expectations, excess volatility, financial bubbles and crises. Student presentations and course paper requirement. Designed for second year PhD students in economics or finance.