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Marketing Dissertation

Consumer behaviors in purchasing ethical products

This essay discusses that among the banks of the United Kingdom which adhere to a strict ethical policy, is the Co-operative Bank whose main policy has always been that no deal goes to corporations tangled in the arms trade, animal testing, among many other unethical activities. In this bank, the clients elect every year to determine how their money is used, and because of this, new anxieties are frequently involved, such as genetic modification or climate change. One of the most remarkable

Pages: 8 (2000 words), Dissertation
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Assessing the Buying behavior of youths
According to Kotler (2004), the consumer buying behaviour is treated as the purchasing decisions of consumers like households and individuals. Kotler defined the term consumer as a person that acquires services and goods for self-satisfaction.
Pages: 12 (3000 words), Dissertation
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How to Use Marketing Strategy to Improve Sunform Supermarket's Performance
Xerox’s senior management found out that its ‘completely satisfied’ customers are six times more likely to repurchase Xerox products over the following 18 months than its ‘very satisfied’ customers (Jones & Sasser, 1995).Moreover, the cost of recruiting a new customer is usually considerably higher than the cost of retention, even in supermarket context (Sirohi et al. One estimate (Patricia Sellers,1989) is that it is cost five times more to attract a new customer than pleasing an
Pages: 16 (4000 words), Dissertation
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How advertising may shift purchases between firms and industries
(1970) contended that if customers do not have adequate information to differentiate and discriminate between low and high quality goods and services, a situation can crop up where both types of products are displayed and sold at similar prices (classical moral hazard framework). Moraga-Gonzales (2000) makes valuable contribution in this arena by offering a model of informative advertising that diminishes problems for consumers who are confronted with the task of collecting information on
Pages: 17 (4250 words), Dissertation
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Prospects and Pitfalls For Foreign Players In Chinas Financial Market
Sidebar to the Asian financial debacle story, which made an indelible impression on the minds of globally oriented investors looking for new opportunities for business expansion. This was the way China served as stabilizing factor during and after the regional crisis. Like most economies in the region, China had been posting a high growth rate since the 1980s but when it begun to overheat at 14.2 percent in 1992, the government wisely decided to cool it down with such measures as setting up
Pages: 43 (10750 words), Dissertation
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Key Factors Affect In Car Buying In Shanghai
This indicates that cars associated with the more dynamic, rather than necessarily better off consumer groups. (78%) (Gao, X.Underprivileged traditionalists of car are by far the least likely to do so (55%). On the other hand, the lower resourced drivers are most likely to consume Chinese cars brands (Gao, X, 2004). By 2004, only 5% of urban Chinese drivers are going to the Long root. This exacting trend needs to be seen in the context of a boom in BMW and Toyota ownership over the same
Pages: 18 (4500 words), Dissertation
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TESCO'S Corporate Strategy and the Reason of It's Success
If a company can take good care of environmental factors and align its business in line with the market influences it can very well cope with threats and subsequently take advantage of the opportunities. The very core purpose of any business, besides sustenance and profitability, happens to create and keep adding value for the customer  
Pages: 16 (4000 words), Dissertation
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Using Relationship Marketing to Improve Customer Relations
The clean font and modern colours of the new image are somewhat incongruous alongside the traditional M&S signage and associated fittings that still adorn the stores themselves. In fact the only thing they have in common is the use of M&S traditional green in the ampersand of the new logo. This may seem confusing at first, but the new look has been instrumental in the companys recent resurgence, particularly with the success of a new clothing campaign featuring the legendary model, Twiggy. A
Pages: 69 (17250 words), Dissertation
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Telecom Industry: A Study of Direct Marketing
Till the 1984 act BT had a monopoly of running telecommunications systems, which was then lost and the telecommunications sector in UK opened up. Still duopoly existed with the set up of Mercury communications. However, this ended in 1990s, and a newer and a justified Telecommunications Policy was formed which facilitated customers to avail telecom services from various competing providers having different technological advancements.Then independent retail players were allowed to bulk-buy
Pages: 32 (8000 words), Dissertation
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Olympic Games' Marketing Impact on the Development of the Beijing's Infrastructure
While there is rejoicing in the Chinese over the anticipated economic benefits that may accrue as a result of the Olympic Games, there are also concerns, such as human rights questions since many poor Chinese will be forced to move to make way for Olympic constructions and the possibility for wide-scale corruption by Government officials.
Pages: 20 (5000 words), Dissertation
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Customer Satisfaction Has an Effect on Sales Performance
 Lastly, some of the basic points focused in the dissertation will be: It is hoped that the dissertation will be considered as a valuable contribution in the academic world. Upon its approval, the researcher would like to get the dissertation published for future utilization by individuals, businesses, researchers, and professionals.
Pages: 13 (3250 words), Dissertation
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Marketing Management Recognition and Response to Economic and Market Turbulence
Turbulence nowadays is more obvious and more threatening. Disagreement, both unspoken and spoken, among the decision- and policy-makers are also more apparent. Organizations are all downsizing and cutting back expenditures. Likewise, opportunities are possibly higher or at least as high and not somewhat so well developed  
Pages: 40 (10000 words), Dissertation
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What Are the Strategic Implications of L'Oreal's Market Position
The literary assignment of this nature takes years to materialize, the foundation for which is laid down early in life and by the parents. Their able upbringing, personal sacrifice and high regard for the pursuit of knowledge have been the chief factors for my being able to prepare this dissertation
Pages: 48 (12000 words), Dissertation
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The Creation of Identity through Retail Design and Technology
This allows a store to compete at a global level while attracting certain cultural groups. This analysis will be followed by an association with cultural capital and how the identity of a store through the aesthetics creates a response from the culture. The association with these different areas of analysis will be incorporated into the case study of Dover Street Market, which shows how the aesthetics connects to the basic success of the company by showing identity with the design. Each of
Pages: 26 (6500 words), Dissertation
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The Brand Strategies which Toyota May Adopt to Improve Tarnished Brand Image
Com Marketing Guide explains that the objective of branding is not just to project yourself as being better than your competitors, but branding seeks to position your brand so uniquely in the minds of your consumers so that they perceive your product as the only possible solution to your problem or need. 
Pages: 84 (21000 words), Dissertation
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How Brand Awareness Can Gain Competitive Advantage To Companies A Case Study Of Coca Cola Company In UK
I will investigate the consumer aptitude regarding the efficacy of Coca-Cola branding campaign. This will help us determine how individuals perceive the brand, where they developed those perceptions, and how likely their perceptions are to change. After analyzing how consumers feel about the brand, we will be able to developed a formula for brand efficiency.The literature that surrounds Coca-Cola’s brand strategy encompasses information from branding strategies, brand efficacy accounting
Pages: 49 (12250 words), Dissertation
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Online Shopping Buyer Behaviour in Fashion industry
Instead, the buyer will have to be contented with the graphical displays, pictures and the text descriptions for the products. This has the effect of ensuring that prospective customers would rather buy from the traditional fashion retailers rather than the modern online fashion retailer (Coulter, 2004, p.Expenses are also major determinants and number of factors exist that fashion product retailers need to put into mind. One of the factors is that while the traditional retailers must look for
Pages: 7 (1750 words), Dissertation
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Consumers Perceptions of Global and Local Brands
Globalisation and technological advancement are two important reasons in the brining in the concept of global brands, relaxation in international trade policies have allowed organisations to enter in overseas market and to come up with global brands whereas strong media and advertisements has played a very important role in diverting consumers’ attention from local brands to global brands in developing countries with in consumer goods industry (Edell, & Burke, 1987, p. In addition to this,
Pages: 56 (14000 words), Dissertation
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Important Considerations of Calorie
Most of the studies that have been conducted regarding the consumption of fast food among college students have shown that convenience is the most important reason that makes college students intake fast food. The increasing globalization of the world economy has altered the preference of Asian consumers and makes them acquire a taste for western food and preferences. The forces of globalization and modernization have modified the food preferences of Asian countries including China. It has been
Pages: 12 (3000 words), Dissertation
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Advertising on Consumer Behavior
Advertising is a form of marketing communication tool that a company uses to achieve both financial and nonfinancial goals. Armstrong and Kotler (2011) define advertising as a paid nonpersonal message to a selected audience through mass media aimed to achieve a company’s goal (p. 245).
Pages: 11 (2500 words), Dissertation
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