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Analyzing Television Commercial Advertisement: Coca-Cola Soft-Drink Advert

Product The product being advertised in the commercial is Coca-Cola soft drink. The Coca-Cola soft drink is depicted as having immense ability to quench one’s thirst especially in the course of summer. The product is also depicted as having a regulated amount of calories which can increase ...

Aplia Problems

Introduction This paper discusses the demand and supply elements of a market by evaluating the variations that occur in demand and supply of goods and services as a result of a number market processes. First, the effect of setting a minimum wage for workers on the supply and demand of labor in a ...

Audi's International Supply Chains

Introduction In Germany, automotive industry is a leader among other sectors of the economy, which is constantly updating its products, using advanced technologies and high quality standards. Globalization has caused a substantial increase in the number of companies in different market segments. ...

Comparing Advertisements

Advertising is a necessary marketing tool, which takes a larger part of our life by performing the products through various media. Today, advertising is literally everywhere: on the streets, in the sky, on the floor, in various types of sport fields, in the elevators, in the television, etc. It ...

Conflict and Control in the Workplace

Conflict is an essential aspect of human interaction in society. This is a form of relationship between the potential or relevant social actors; the motivation is due to opposing values and norms, interests and needs. An essential aspect of a social conflict is the fact that these subjects operate ...

Customer Relations Questions

Question 1 Customer relation is a general term that describes the services offered to clients and the interactions that exist between them and a company. There are certain factors which companies must consider to achieve positive customer relations. Lack of adherence to these factors can lead to ...

E-Commerce at Williams-Sonoma

The case problems that are the main causes of the e-commerce hiccups in the Williams-Sonoma includes amongst others the ones hereby discussed. Failed marketing initiatives: Due to the executive team’s resistance to embrace the unit’s effort to the marking initiatives the result was a ...

Ethical Marketing

Ancient advertising geniuses might have been lucky, because they lived in the innocent time of marketing sunrise. Earlier, it was enough simply to paint the product you are selling on a piece of stone or wood. Now, the situation is quite different. Competition is so great, that old methods do not ...

Farm Boy

For a long time Farm Boy grocery store has been a sufficient market participant. It has a wide and developed chain of stores. Its uniqueness lies in its product and service concept. However, the company should decide whether its strong adherence to traditions is a part of company’s ...

Human Resources

Human Resource Management The success of a business depends on a sound human resource system. Effective Human Resource Management stems from an approach geared towards relinquishing the duties of a manager and acting as a role model. This implies that effective Human Resource Management is a form ...

Implementing TQM in IBM Company

Introduction Total quality management, TQM is an important aspect of large multinational companies used in management. The TQM philosophy for management is a comprehensive procedure, structured within the organization such that there is improved quality on services and products. This is achieved ...

Institutional Security

Institutional security basically refers to all security measures put up by the government or even the corporate entities so as to protect social structures like schools and prisons. It is obvious that universities, colleges, hospitals, and banking entities have presumably exceptional security ...

International Marketing

1.0 Introduction Marketing entails effective communication between a business entity and its current and potential customers. It is a helpful tool for a company when it comes to introducing its products in a new market. The aim of this analysis report is to evaluate the factors that Iceland Company ...

Interpretation of an Advertisement

In the  present  world today , the  mass  media  such as the television, magazine tend to use the  advertisements as  channel to convey  meaningful information to a larger population. This is made possible by use of various devices such as narratology, genre, ...

J.W. Marriot and His Leadership in the Hospitality Industry

Introduction The American hotel chain Marriott International is one of the largest transnational corporations in the world. According to the statistics, every fourth tourist in the USA has stayed in Marriott International hotels. Marriott Hotel chain is known for its extremely high quality of ...

Leadership is a Method of Social Control

Leadership is a method of social control in which an individual guides other people to achieve certain set goals. Many scholars have provided various historical approaches as they attempt to understand leadership styles. One historical approach is based on how a prince should keep faith. Niccolo ...

Leading Teams to Become Effective

Introduction Motivation and inspiration of a team and its effectiveness are extremely difficult and serious processes of teamwork and management. Sometimes, fail to motivate people is the main reason of slow work, poor quality, aggressive relationships, or psychological destruction of a team. An ...

MAGO Ltd.

Our market segments are online shoppers. We seek to create a long term relations with our members. We ensure they receive products efficiently and effectively. We constantly keep our clients in online interaction and respond to their needs in the most appropriate means. We also aim to capture ...

Managed Care

The U.S. health care system consisted of hospitals and doctors, organizations of prepaid medical care, insurance companies and customers for their services, the role of which was quite passive. Insurance organizations unite risks; pay insurance indemnity to a patient upon receipt of medical ...

Management / Motivation

Motivation is a very important aspect of the effective work. That is why, companies’ managers should take into consideration their employees’ motivation, since without motivation it would be very difficult to reach success and build an effective company. There are many motivation ...

Market Promotion

The leverage sales approach can effectively be used by the Costco wholesalers in marketing their products. This is because the chain store distribution channels can effectively reach out expanding clientele by enhancing proper and efficient marketing tools. For instance, Costco wholesalers can ...

Marketing For Entrepreneurs

Marketing Strategy Marketing is vital for either the success or failure of any enterprise. The success of a business is often determined by the market during its competition for the potential target customers as explained by Kraus et al (2009). The degree, at which the market is oriented, is useful ...

Marketing in Wal-Mart

Wal-Mart is the arguably the leading retailer in the world. Sam Walton started the store in 1962 in Rogers, Arkansas. Currently the retailer has more than 4,000 stores around the globe with the United States of America as its home. This essay analyses the importance of marketing and its influence ...

Marketing Plan

Mobile Access Consumer Services (MACS) is a company specializing in mobile marketing. MACS extends the reach of its services making them accessible to the target market. It incorporates both service access and service delivery so as to connect consumers in the target market to the wide range of ...

Marketing Principles at NPD

Introduction Marketing activity in many corporations is concentrated about the quest to increase sales of the company and optimize the competitive advantages of the institution. In a relentless international marketing competition climate, companies have to model strategies that fit with consumer ...

Marketing Research and Segmentation Problem

When the concept of market segmentation occurs in person’s mind, he/she tries to understand things in relation to lifestyle, norms, values, beliefs, and behaviors of the geographical inhabitants surrounding the area under study.  However, this term is of use in broader perspective. ...

Marketing Strategies of China Shipping Company

China shipping container line is a leading shipping company in the world and there are measures and strategies that need to be put in place in order to emerge as the best serving shipping company to all our esteemed customers. The company provides transhipment, custom clearance and storage ...

Motivated Sequence

Television commercial is one among the techniques used in the communication process. It involves the audience who are the listeners and an informer of information. The audience is the vital element who enhances the progress of television commercial. However, this can be achieved via a motivate ...

Negative Campaign Advertisement

Scores of politicians across the globe, especially those who aren’t powerful and popular make use of negative campaigning to divert attention or even tarnish the popularity of their opponents. This type of campaign is usually stimulated by deceit(s) fashioned by one contender or more. This ...

New Market Entry

Wal-Mart is an American company that operates as a discount chain and is the most successful retail brand that values, convenience, money and various products that are catered in one store. . Most of the products are sold at a low price while considering selling in large volumes. Sam Walton is ...

Offshore Outsourcing

Outline Should the USA as a country seek for offshore outsourcing? The question can be answered in two different perspectives. To answer the above question, this essay will have an argumentative assertion about offshore outsourcing in U.S. It will discuss in detail the arguments for and against ...

Organizational Behavior

Formal and informal groups play a very important role in the setup of an organization. Each of these groups in the organization has distinct roles that help in the day to day activities of an organization. The formal and informal groups are however, associated with some pros and cons due to the ...

Press Release Evaluation: JP Morgan Press Release

The target audience is the corporate customers who deposit their monies with JP Morgan. This audience have been addressed and identified correctly given that the new service being introduced is meant for them. Notably, the press release identifies the need for release to the audience: designed and ...

Revision Topics for HRM

1. Downsizing Downsizing refers to the process through which the employees are reduced from the payroll. Under downsizing the employees are permanently downscaled and cannot be rehired. Downsizing makes the employee to seek alternative employment. The employee ends up finding a job that has better ...

Social Marketing

The use of social marketing has been around since the 1970s. With time the social marketing has continued to make a notch for itself as different from commercial marketing. Although the two share some theories and practices they are geared in different ways. While social marketing aims to educate ...

Strategic Management: Apple Inc.

Apple Inc. is an American international corporation having its headquarters in Cupertino, California (Meyer 2010). The corporation is involved in designing and selling computer software, consumer electronics and personal computers. It is considered to be the second largest information technology ...

Structures of Multinational Internet Companies

Multinational internet retailers face numerous challenges when they design their organizational structures. However, there are two main challenges that are foremost. They must consider the significance of differentiation that enables specialization and development of competitive advantages in their ...

The Competency-based approach to Management Development

The Competency-based approach to Management Development is a plan undertaken by organizations to assist them in identifying the necessary managerial attributes, skills, ability, and knowledge that shall enhance a quality service to clients (Sambrook & Stewart, 2013). They further inform that, ...

The Leadership Experience

Leadership refers to a social influence process, in which an individual has the ability to guide and assist other people in the achievement of a given goal. Hence, a leader has to guide others and be tactful in order to ensure the achievement of the set goal. The certain attributes of the effective ...

Tobacco Advertising

Introduction Every year, the tobacco industry spends millions of dollars around the world in advertising, promoting and marketing their products. For instance, the United States has less than 5% of the world’s smokers, yet tobacco companies spent an estimated $5.6 billion on advertizing, ...

Various Leadership Styles

Introduction Various leadership styles have been determined. Some of them include charismatic, authoritarian and participatory leadership styles. This paper describes and compares two management styles namely citizen and servant leadership. Description and Comparison Citizen leadership involves ...

Wal-Mart: Yes

Everybody sooner or later goes shopping and encounters a versatile choice of where to go and spend a sum of invaluable money. Such problem is not seen few and far between, as large business corporations provide extensive alternative of diverse shops. One can visit large malls, where it is possible ...

What is Marketing?

The term marketing has different definitions based on the person or source giving the definition. Marketing is a vital component in any business as it determines the success or failure, especially of new companies. A personal definition of the term marketing is “all the activities that a ...

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@ Examination Paper DEAKIN Worldly UNIVERSITY AUSTRALIA Faculty of Business and Law Trimester 1, 2014 Unit Code: MMK751 Unit Name: SERVICES MARKETING Paper Name: SERVICES MARKETING Writing Time: 2 hours Reading Time: 15 minutes Instructions for Candidates: Closed Book Examination. Calculators NOT Allowed. It is considered Academic Misconduct to: 1. Have reference materials, books, notes, paper, calculators, pencil cases, mobile phones or other material in your possession if their use is not specifically permitted. Materials on or under your desk or chair or on your person are deemed to be in your possession. 2. Remove the examination paper from the examination room. 3. Copy any section of the examination paper. All candidates MUST complete this section: ID Number: --------- Seat Allocation Number: - - MMK751- EP2 MMK751 SERVICES MARKETING FINAL EXAMINATION (EP2) TRIMESTER 1, 2014 Instructions: • This examination is worth 50°/o of the total marks in this subject. • Question 1 (Case Study) is compulsory and must be answered by ALL students. • Questions 2-4 are essay questions. Students must answer ANY TWO essay questions. • All questions are worth equal marks. Question one Read the following case study and then answer the questions that follow. Elle, her husband David and Elle's 87 year old mother Lily decide to go to the Melbourne International Flower and Garden Show. The show is located in the World Heritage Site of Carlton Gardens and the Royal Exhibition Centre. It is the largest horticultural event in the southern hemisphere, attracting over 100,000 visitors and it is rated among the top five flower and garden shows in the world. When they arrive at the show they discover that all of the car parks are full and that there is no available street parking. They decide that David will drop Elle and Lily off close to the exhibition centre before proceeding to find a car park. Elle asks Lily to leave her handbag hidden in the car as she doesn't want her to have the bother of carrying it around all day. They arrange for David to call Elle when he has parked the car so that they can organise to meet inside the centre. It is a much longer walk to the exhibition centre than Elle and Lily had expected and it is also much warmer than they had anticipated. While Lily is in good health, she is tired and hot by the time that they arrive at the show entrance. They are both disappointed to see a very long queue for entry tickets. Tickets are being sold out of a large portable structure. There are single line queues to each of the 10 open windows from which tickets are being sold. Each queue is separated by a long thick rope and the rope stops about a metre from each window, leaving a clearway of about one metre between all of the windows and the queuing customers. Elle and Lily choose what appears to be the shortest queue and proceed to wait to be served. About 10 minutes later they come to the realisation that their queue has not moved at all. Elle steps to the right so that she can "see what is going on". She immediately realises that the window that they are lined up at is now closed. In fact, only seven out of the possible 10 windows are now open. The people at the very front of her queue seem very confused as to what they are supposed to do. They appear to be looking around for someone to help them. Elle then notices a woman in a uniform who appears to be acting as a "queue monitor'', walking towards her queue. The man at the front of Elle's queue says something to the "queue monitor" and overhears her saying, "you've got to be quick". Elle is surprised by this comment and can only take it mean that if you're first to an open window, you'll get served. Page 1of3 MMK751 SERVICES MARKETING FINAL EXAMINATION (EP2) TRIMESTER 1, 2014 After another five minutes or so, the man at the front of Elle's queue decides to take matters into his own hands by standing directly behind the person being served in the queue next to him. He is served shortly thereafter and he and his family proceed to the entrance gate. Elle decides that she and her mum are going to have to adopt the same approach if they have any chance of being served and getting out of the heat. Elle "works up the courage" to stand behind a group of people being served in the queue to the left of her original queue. She feels extremely annoyed at being placed in this situation and is also very embarrassed about having to be a little "pushy". About 20 seconds later, an elderly woman (around 70 years of age) standing in the queue to the right of Elle's original queue calls the "queue monitor" over and as the queue monitor approaches, she says very loudly, "Excuse me, but that lady has just pushed in" (pointing at Elle). Elle is horrified but decides to say nothing. The lady says again, more loudly, "That lady just over there (waving her finger at Elle) just pushed in". It is at this point that Elle "snaps." She turns to the elderly lady and says in a deliberately loud voice, "You are really rude. I did not push in. We've been waiting in line for 15 minutes and you can clearly see that there is no-one serving us. Not one person in either of the queues next to us including you has had the decency to let us into their queue." Expecting the queue monitor to say something in support or at least to explain to the crowd why three of the I 0 windows have suddenly closed, Elle is surprised to hear her say, "It's the quick or the dead" (i.e., you either get to an open window quickly or you miss out). Elle is shocked at the queue monitor's response. It is then that the server behind the window at which Elle is queued asks, "Can I help you". Elle turns around and asks for two tickets, one adult and one pensioner. The server asks for her mum's pension card and Elle suddenly remembers that she doesn't have it; it's in her mum's handbag, which she asked her to leave in the car. She explains this to the server and says that her mum is 87 and clearly looks of pension age. The server glances over at her mum but insists that she must see a pension card for her mum. By this stage Elle is "totally over it" and just wants to remove both herself and her mum from the "awful" situation. She hands over the money for two full-priced adult tickets, is given the tickets and guides her mum to the entrance gate. Once inside she calls David to tell him what has just happened only to find that he is queuing at another entrance; although he is in a queue with an open window (and hence a server), he says that two of the windows that have people queuing at them are closed. While Elle does her best to enjoy the rest of her day, her enjoyment is diminished by what she considers to be an extreme service failure on the part of the show organisers. a) With reference to attribution theory, outline who you feel was responsible for the service failure(s) described above. b) With reference to justice theory, explain the problems associated with the queuing system adopted by the organisers of the Melbourne International Flower and Garden Show. c) How could the organisers of the show have better managed the queuing process? Page 2of3 MMK751 SERVICES MARKETING FINAL EXAMINATION (EP2) TRIMESTER 1, 2014 Essay Questions Question two Within the evaluation of alternatives phase of the consumer decision process, consumers are assumed to create a matrix to compare alternatives. Given such an approach, two choice processes have been suggested that the consumer can use to make a decision: l) the linear compensatory approach; and 2) the lexicographic decision-making approach. For any ONE of the services listed below: • • • current university course last holiday destination transport to/from university, from your own perspective, and considering three or four alternative providers, construct a multi-attribute choice matrix which reasonably reflects your own decision-making. Identify your most probable choice of service provider under both approaches and explain your reasoning. Question three For each of the following two situations, identify what you consider to be their pattern of demand (daily, weekly, yearly) and, based on this pattern, recommend a combination of demand management and supply management strategies that management could adopt to optimise supply and demand: I) A cinema complex located in a major suburban shopping centre 2) A theme park (like Movie World or Sea World) located at a coastal resort area. Question four The cost-based approach to pricing involves adding a percentage (or certain dollar amount) to the actual or estimated costs of a service to arrive at an ultimate selling price. a) Describe the problems associated with cost-based pricing. b) What are the benefits of using a yield/revenue management pricing strategy over a cost-based pricing strategy? Answer part b) with reference to an industry of your choice. Page 3of3

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