Signifcance of the marketing mix in the creation of positive Assignment

Signifcance of the marketing mix in the creation of positive cognitive, affective and behavioural response to the Brand of Zara - Assignment Example .......................................................................... 8 Figure II – Sample of Zara’s Online Advertisement and Catalogue .................................... 9 Figure III – Samples of Zara’s Store Outlet .......................................................................... 13 Figure IV – Photo of Women Going In and Out of Zara’s Store .......................................... 14 Figure V – Sample of Sara’s Interior Design ........................................................................ 15 Appendix I – Summary of Zara’s Store Outlets Worldwide ................................................ 19 References †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.†¦ 20 - 25 1.0 Introduction Consumer behaviour is one of the highlights o f may scholars particularly in the world of business (Harmancioglu, Finney and Joseph, 2009). In most cases, consumer purchasing behaviour is pertaining to the study on how each individual responds to any form of marketing activities that can entice them to purchase a particular brand (Lake, 2009, pp. 9 – 13). Consumer purchasing behaviour is often classified as either planned or impulsive buying (Gutierrez, 2004; Hausman, 2000). In general, impulsive buyers is totally different from buyers who plan their purchases in the sense that impulsive buyers are more likely to project a more immediate unplanned purchases as compared to those buyers who are less impulsive (Tendai and Crspen, 2009). It means that majority of the impulsive buyers are often motivate in making their purchases based on their emotions. Rogers (1983, p. 15) mentioned that the theory of innovation diffusion can partly explain the purchasing behaviour of the public consumers. By learning more about the concept of diffusion of innovations, several authors have noted that the marketing personnel can benefit from a higher chance of success when selling and targeting a market for new products (Tyagi and Kumar, 2004, p. 150; Glaser and Montgomery, 1980). Therefore, product innovation related to product appearance, comfort and design is one factor that can trigger impulsive buying behaviour amongst the public consumers (Creusen and Schoormans, 2005; Fischer and Arnold, 1994). Other than the theory of innovation diffusion, several studies have noted that the concept of marketing mix (i.e. product, price, place, promotion) can also affect consumers’ cognitive, affective, and behavioural response (Faryabi, Sadeghzadeh and Saed, 2012; Karbasivar and Yarahmadi, 2011; Tendai and Crispen, 2009; Subrahmanyan and Gomez-Arias, 2008; Underwood, Klein and Burke, 2001). In relation to the brand Zara, this study will purposely examine the potential impact of marketing mix on consumer buying behaviour. The positive cognitive, affective, and behavioural effects of Zara’s advertising and branding strategies are significant within the global markets of fashion industry. As a Spanish fashion brand, Zara is very successful in the global fashion markets. For this reason, a lot of other fashion clothing companies are spending some of their precious time trying to analyze the secret behind the branding strategy of Zara. To give the readers a better understanding about this topic, a general background will first be provided with regards to the

Development Economics Essay Example | Topics and Well Written Essays - 1500 words

Development Economics - Essay Example (Das 2001, p. 25) It is a disturbing phenomenon, which, in the wake of globalization, has been escalated into a full blown international crisis. Various studies point to several factors responsible for child labour. These include lack of education, poverty, insufficient legislation and, if there are in place, their poor enforcement, family background, culture, exploitation and backward technologies, among others. The economic factor in the problem seems to take the most responsibility as statistics and literature on the subject have shown - child labour is prevalent in low-income countries. Hence, we will examine the issue in this perspective. Basically child labour constitutes a market with its own buyers and sellers coming together where such labour is exchanged for a price and, therefore, subject to the laws of supply and demand. According to Sayan Chakrabarty, the market includes those who provide child labour, such as households the children live in, and those who utilize it and that together both sides influence the incidence of child labour – its amount and productivity. (p. 17) To quote: The more pressure exerted on the supply side (i.e. the more households offer child labor), the less productive and remunerated this labor will tend to be. The more pressure is exerted in the demand side (i.e. the more uses for child labor are generated), the more productive and remunerated it will be. (p. 18) The Basu-Van model examines the relationship of poverty to child labour more specifically. In this model, it is argued that labour markets in low income economies are often characterized by multiple equilibria. This means that there are several possibilities in its incidence. One possibility is the prevalence of low (adult) wages, which are not enough to feed a family, and in such situations parents are compelled to send their children to work. (p. 412-27) The labour market equilibrium in this case involves participation of

MKTG 4050 Essay Example | Topics and Well Written Essays - 8750 words

MKTG 4050 - Essay Example Executive Summary The present age of business markets is dubbed by many critiques as the age of consumerism and globalization. Globalization has helped in transforming the entire world into a single global village where business organizations are breaching political and geographical boundaries to reach out to new and potential markets. International expansion and new product developments are now considered to be the strategy behind every successful organization. The aspect of globalization also implies an enhanced level of competition in the global consumer markets. This has made it important for every organization to carefully undertake and formulate a policy that would help it to grab a market share in a chosen target market. The enhanced aspect of competitiveness in the market has also enhanced the level of competition as more players are resorting to this strategy, considering the saturation of the traditional markets of Western Europe and USA. The present study would include a m arketing plan for the launch of a new product in a new market. A fictitious company named Krijen Games has been chosen as the firm while the name of the product is ‘Andromeda ® 99-XD’. The product would be a technological marvel that would have features unmatched by any of the presently available product of its kind in the market. The market chosen for the study is the Indian consumer market which has been deliberately chosen considering the business potential of the nation on accounts of its strong economic growth in the recent years. The marketing plan would consist of a situation analysis which would help in analyzing the internal and external environment of the organization. A SWOT analysis would help in the analysis of the firm. In addition, the Porter’s model of five forces would be used to analyze the competitive framework for the organization in the chosen market. Finally, a primary study would be conducted with two separate sets of questionnaires. Thes e would help in devising an appropriate segmentation and positioning strategy for the Indian market. Finally, a product mix for the new product would be created on the basis of the situation analysis and the primary study that would help the firm to gain long term sustainable competitive advantage in the Indian consumer market. 2. Introduction The global markets and business environments are changing rapidity. In recent years, significant changes can be observed in the various business activities due to this changing environment of business. Globalization has made the entire world market very competitive but this has also provided a number of opportunities to the business organizations.

Plato Paper Essay Example | Topics and Well Written Essays - 1250 words

Plato Paper - Essay Example The writings also get used to teach various subjects like mathematics, religion, ethics, logic and philosophy. His exact place and time of birth is not known but it is certain that it came from an influential and aristocratic family. In his writing about Phaedo, Myth of Theseus, he writes about Socrates’s last days. He narrates that Socrates got condemned for polluting the youth of Athens and assisting in the introduction of the worship of strange gods. In the city they wanted him to die through consuming hemlock. However his death was postponed because there was a religious festival that had just started during the trial and according to the Athenian law executions were prohibited during the festivals so that the city could be kept pure. The festival was about commemoration of the event where Theseus traveled with fourteen people to King Minos and they wanted to defeat Minotaur. Plato highlights that the dialogue was ongoing against his knowledge of it and also the fact that the dialogue involved Phaedo and thirteen people, he expects the readers to identify the parallel and expect an outcome similar to the one in his tale (Plato 52). As Theseus moved with the fourteen Athenians who were threatened through Minos to challenge and slay Minotaur known to be monstrous. Also Socrates traveled with thirteen philosophers in the call for argumentation to challenge and eliminate what threatened him and his companions, known as the fear of death. So as Theseus could triumph against Minotour and free Athenians Socrates could also triumph over death. According to Plato, philosophy as a practice is for dying because like philosophy death separates the body from the soul. He argues that philosophers always distance themselves from the body as long as they disdain honors and wealth. He says the body acts as an obstacle in the process of acquiring knowledge, which is the core pursuit and intention of philosophers. According to Plato senses do deceive in some cases but philosophers seek knowledge and truth (Plato 112). He also says that sensuous pleasures and senses distract people from reasoning. According to Plato philosophy is a form of purification which frees the soul off contact from the body. He argued that Socrates had a reason to hope he would be better off if he drunk the hemlock as he would probably find out the truth upon his death and he would also find better friends and masters. He argues that the soul is immortal and it does not die. According to him all generation is cyclical and life equates the opposite of death and the souls of those who are living originate from the souls of the dead. He says that the body dies and decomposes and it cannot be revived but the soul leaves for ever because it is immortal. When a person passes always it is his body that dies but his soul will live on and it come in another person who will be born after the death. Plato also strongly suggested that learning is Recollection. He narrated that Heracli tus maintained that all things are in a form or state of flux where everything is constantly changing and he is remembered for saying that an individual cannot step twice in the same river. Plato supported the Heracliteans who said that every occurrence in the world of time and space was in a continuous flowing motion. Change occurred throughout and nothing could resist change and as a result, nothing was appeared the same in

Critically examine how a firms HR strategy could be its source of Essay - 1

Critically examine how a firms HR strategy could be its source of competitive advantage - Essay Example Competitive advantage, from a traditional business perspective, generally involves the tangible activities of the company such as the financial rewards from a streamlined production system or the positive service delivery performed by a shipping and receiving department. When the organisation performs a specific work-related activity better than other companies in similar marketplaces, the organisation has developed a unique competitive advantage. However, in terms of managing human resources, competitive advantage occurs simply by creating policies and workplace environments which are congruent to business and employee needs. It would seem that a satisfied staff is a staff which is motivated to provide excellence to job role function. This paper identifies the various methods by which HR policies can create competitive advantage for today’s organisations; both internally and externally. Having a streamlined system of HR management appears to provide competitive advantage from a human capital development perspective. Karami, Jones and Kakabadse (2008) suggest that attitude, stemming from management professionals at the firm, greatly impact whether a firm will develop an appropriate pool of talent. There appears to be many organisations, today, which under-utilise staff members, considering them as only vessels through which to achieve company goals. The aforementioned authors stress the importance of providing workers with new opportunities and increased job role flexibility as a means to secure psychological perceptions of staff importance toward meeting company goals. It might appear that job role flexibility and opportunities (such as advancement or job rotation) are rather common sense HR policies and procedures, however in terms of supplying a company with competitive advantage it is important to understand why

Lenovo Case Study Example | Topics and Well Written Essays - 1000 words

Lenovo - Case Study Example Lenovo has declared its might in its website, detailing the expanse of its operations. To quote: Lenovo is a US$21 billion personal technology company... We have more than 26,000 employees in more than 60 countries serving customers in more than 160 countries†¦ We are defining a new way of doing things as a next generation global company (Lenovo 2012). It is interesting, hence, to know that Lenovo has had humble beginnings and, more importantly, it is a technology company that emerged from China, a developing economy and outside of the Silicon Valley. The company started modestly as a spinoff of China’s Institute of Computing Technology, a research institute of the Chinese Academy of Sciences (Tsui, Bian and Cheng, 2006, p.303). From there on, it began supplying parts and building computers for technology companies such as IBM. Lenovo, which operated under the name of Legend Holdings during its early years, gradually became a dominant PC maker in China. By 2003, it began its internationalization ambition. According to its CEO, Chuanzi Liu, â€Å"With a 30 percent share of the Chinese PC market, Lenovo realized that its opportunity for further domestic expansion was limited,† and that â€Å"Since the global PC market was estimated at around $200 billion, it could pose huge potential for us (p.574).† ... In order to tackle market globalization, there are many barriers involved and the type of operations management required is radically different from its own. The organization has effectively identified these problems themselves: 1) the organization did not have a brand name that could invoke worldwide recognition; 2) Lenovo did not have a strong presence in the world market; and, 3) there is a lack of human resources to effectively run and manage a truly global company (Liu, p.574). In internationalization and, much more, in the case of being a multinational company, the operations such as those involving organizational culture and human resources are very international in scope and must adhere with international standards and norms while ensuring a high degree of integration and responsiveness at the same time. Lenovo was able to address the problem and its complexities in a bold and ambitious move. In 2005, it acquired IBM’s PC business. This strategy addressed several criti cal challenges that it had identified previously. It boosted the organization’s global brand by â€Å"piggybacking† on IBM’s reputation and the company’s products such as the ThinkPad brand (see Lenovo’s performance during this period in Fig. 1). This enabled the company to penetrate lucrative markets such as the United States, as well as additional market segments that IBM and its acquisitions were particularly known for such as large enterprise, midmarket and, most particularly, laptop computers (Gupta, Wakayama and Rangan, 2012, p. 195). The OM involved is aligned with the â€Å"springboarding† approach that involves the acquisition of critical resources at home and abroad in order to penetrate markets, compete with rivals and

Family work Assignment Example | Topics and Well Written Essays - 500 words

Family work - Assignment Example c) I think the US should regulate working hours to se to shield workers in both public and private sectors from being exploited. An eight hours working day should be acceptable and employees should only work for five days. Any overtime should be a request and compensated commensurately. In setting such a law I will consider ILO and other international organizations as well as the UN guidelines on work hours. d) Closing borders is a good measure that will help prevent illegal immigration into the US. However, focusing on the demand side for labor by illegal immigrants you see a need for punishing employers. Firstly, sneaking into a country to earn a living is less grievous a crime compared to sneaking around fair-labor to employ low-wage immigrants. Sneaking around fair labor standards encourages the employment of illegal immigrants on poor wages. Such employers should be fined heavily so as to bar them from repeating their unethical acts. Nations differ markedly in a number of issues. One notable difference among nations is culture; all nations of the world have unique cultures which not only influence development but also the way of doing business. In China for instance business is greatly influenced by strong relationships and trust while in the west the business environment runs on the principal of capitalism where contractual agreements are influential. Approaching business can therefore differ significantly from the west. Another notable difference is the legal environment; some nations encourage free markets while others such China protect certain sectors perceived as being important to the national economy. Labor laws also differ with some nations focusing a lot on rights of employees while others don’t. in China for instance laws on copyright are not well developed and therefore proprietary issues can easily arise when doing business. The United States differs with developing