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Content

Marketing Strategy


Marketing Strategy



MARKETING STRATEGY CASE STUDIES: TESCO - TRIUMPH & TRAGEDY

  • Marketing Strategy
  • Retailing
  • Corporate Social Responsibility
  • External Factorst

    Tesco was the retail success story of the 90s and early 2000s. By 2007 it came close to capturing a third of the UK retail market, and was a true international retail giant - but by 2014 profits were falling and scandals were brewing. It seems the wheels came off the trolley. What went wrong?

    STACK 'EM HIGH... Founder Jack Cohen's aggressive growth policies in the mid 20th century set the pattern: his successors had grander plans: to make Tesco all things to all people - selling everything to all sectors of society. Branding, own-label goods, overseas expansion and technology were vital planks of its strategy. But was Tesco over-reaching itself?

    THE PERFECT STORM: The 2008 world economic crash was a signal for a profound change in the retail landscape: new discount stores could beat Tesco on price, and Tesco had acquired a reputation as a bully towards rivals and suppliers. With the horsemeat debacle and financial reporting scandals by 2014 it was "the perfect storm". Tesco had a fight-back plan, but was it enough?


    DVD / 2015 / 27 minutes

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    MARKETING STRATEGY CASE STUDIES: THE STARBUCKS EXPERIENCE

  • Marketing Strategy
  • Retailing
  • Corporate Social Responsibility
  • Globalisation

    Starbucks is the essential success story of the American capitalist dream. From humble beginnings in 1971 as a Seattle coffee store, it's become a multinational with over 21,000 outlets in 63 countries. Its brand is universally known.

    HOW DID THEY DO IT? Starbucks' success owes a lot to the vision of its guiding light, CEO Howard Schultz, who preaches an almost evangelical brand of caring capitalism, at the same time focusing relentlessly on the customer experience. Acquisition, brand-stretching, social media, and new channel development have all played a part. They put a lot of stress on caring for their staff and the in-store atmosphere. They want customers to feel it's "their Starbucks".

    GOOD CITIZEN? CEO Howard Schultz talks about creating "a philosophically different business" but is it really? Critics point to low pay and scheduling pressures for staff, tax avoidance and, above all, the pittance developing world farmers receive for the coffee beans.


    DVD / 2015 / 27 minutes

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    MANAGING THE MODERN DAY MARKETING PLAN ON A BUDGET

    By Clarisa Lindenmeyer

    Managing the Modern Day Marketing Plan on a Budget discusses the importance of having a strategic marketing plan and looks at what other companies in the health/fitness club industry spend on average on marketing. The DVD emphasizes the fact that a strategic approach to marketing can be devised and implemented no matter how large or small a company is. The DVD also points out the fact that clubs must answer at least two questions in order to develop a viable marketing strategy-"who are we?" and "who is our customer?" In addition, the DVD details several examples of areas in which clubs can enhance their marketing efforts, including community outreach, corporate marketing, PR and media buying, social media, and internal marketing.

    Among the topics covered:

  • Marketing strategies
  • How do we reach the customer?
  • Community outreach
  • Corporate marketing
  • PR & media buying
  • Social media buying
  • Social media
  • Internal marketing

    DVD / 2012 / 60 minutes

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    ONLINE MARKETING STRATEGIES

    With the emergence of social media technology and the Internet now dominating global communication, this expert-led program for upper secondary and higher-education viewers shows why online marketing is a vital part of every business model. Director of 2 Sticks Digital, Tim Martin, and the University of Melbourne's Dr. Brent Coker, explain concepts such as Search Engine Optimisation, Pay Per Click, viral and email marketing, as well as how to implement and measure an online marketing campaign. While online success is difficult to predict, viewers will learn that innovative and flexible marketing strategies are crucial to surviving in the digital world.

    Please contact us for primary and secondary schools pricing.

    Note : The above titles may have some territorial restrictions. Please feel free to send us an enquiry.


    DVD / 2012 / (Middle Secondary - Senior Secondary) / 18 minutes

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    MAXIMIZING REVENUE GENERATION THROUGH NEEDS-BASED MARKETING

    By Chris Nunes

    All factors considered, difficult economic times mean that more funding and resources need to be allocated to marketing, not less. Maximizing Revenue Generation Through Needs-Based Marketing provides an overview of core marketing concepts specifically related to the athletic and recreation profession. The DVD details a marketing strategy that can be implemented in an athletic-or recreation-related organization, as well as reviews the "new" rules of marketing in the field.

    Among the topics covered:

  • Background
  • Current challenges
  • Developing your strategy
  • Branding

    DVD / 2011 / 79 minutes

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    FOUR P'S MARKETING STRATEGIES, THE

    Applying an effective marketing strategy is essential to the ongoing success of an organisation in today's competitive marketplace. What must you do to stay ahead of your competition? This program focuses on how three different businesses affectively apply marketing strategies, focusing on the 4P's of marketing; product, place, price and promotion. Analysed are common aspects that relate to all markets, and how they come together forming part the marketing mix. Exploring methods which can be applied to a range of products and services, it becomes clear how marketing plans are put into action.

    Please contact us for primary and secondary schools pricing.

    Note : The above titles may have some territorial restrictions. Please feel free to send us an enquiry.


    DVD / 2009 / (Senior Secondary - Professional) / 26 minutes

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    HIGH RETURNS IN A LOW ECONOMY - MARKETING STRATEGIES THAT WORK!

    By Nicki Anderson

    In the current economy, tighter budgets and lighter wallets have forced most trainers to be even more creative when it comes to promoting and marketing their business. Featuring a session from IDEA's Fitness Business Forum at the 2009 IDEA World Fitness Convention™, High Returns in a Low Economy-Marketing Strategies That Work! details several great no-cost/low-cost universal marketing ideas that trainers can use to keep their name in front of potential customers.

    AMONG TOPICS COVERED:

  • Objectives
  • Some marketing thoughts
  • Be the expert in your area
  • Utilize the web
  • E-newsletter
  • Charity-give to get
  • Email for growth!
  • Building media relationships
  • Combine efforts
  • Get active in your industry!

    DVD / 2009 / 63 minutes

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    21.5 MARKETING STRATEGIES THAT PRODUCE PROFIT

    By Justin Tamsett

    If the number of sales leads in a health/fitness club could be increased by 10%, it would have a profound effect on their profitability. Given that the existing exercise market, i.e., the individuals who currently belong to health/fitness clubs, often appears to be circulating from club to club in search of the best deal, the real challenge for the industry world-wide is to attract the "borderline bunch"-the massive number of people who, according to just about every survey that's ever been conducted, say that they know they should be exercising, but still don't. 21.5 Marketing Strategies That Produce Profit features ideas on how to fill the sales pipeline with practical low-cost, high-value promotional ideas that are designed to target the people who should join a health/fitness facility but never quite get around to doing so.

    Among the topics covered:

  • What is marketing?
  • Nine truths about marketing
  • Marketing strategies: #21-11
  • Marketing strategies: #10-1
  • Marketing strategies: #.5

    DVD / 2008 / 86 minutes

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    MARKETING STRATEGY FOR SMALL BUSINESS

    Discusses the importance for small businesses to have a marketing plan and a marketing strategy to implement that plan. Covers the marketing concept of customer satisfaction and profit maximization. Suggests how to identify target markets and meet their needs with a proper marketing mix. Features several small businesses including manufacturers, retailers and service providers. Excellent for any course in entrepreneurship, small business management, or marketing.

    DVD / 2008 / 24 minutes

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    CUSTOMER-ORIENTED MARKETING STRATEGIES

    Featuring: The Second City

    With an understanding of their core competencies and strategic moves to market their expertise, The Second City has built a relationship with its audience that continues to grow today. What they do best is listening and reacting to their customers, and it helps them to market their product to a variety of audiences.


    DVD / 2007 / (Grades 9-12, College, Adult) / Approx. 4 minutes

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    MARKETING STRATEGIES: FEATURING BP

    The story of the new BP began in 1998 when British Petroleum announced its merger with American based Amoco. Over three years the company went through a dramatic change. The company, now called BP, is the result of the merging of nine companies. As a result of these acquisitions, BP had accomplished the first phase of its new global retail strategy. It had acquired the largest European, Asian and American gas stations. Now it began the transformation from gas station to convenience stores, BP Connect.

    DVD / 2007 / (Grades 9-12, College, Adult) / 12 minutes

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    MARKETING STRATEGIES: FEATURING STAPLES

    Product, price, promotion and place are the four functions retailers use to create value for their customers. Office products retailer, Staples, Inc., successfully integrates these four functions with their brand promise - to make buying office products "Easy" - to achieve a competitive advantage. Staples makes its customers want to keep coming back to Staples by making the overall purchase experience "Easy."

    DVD / 2007 / (Grades 9-12, College, Adult) / 6 minutes

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    MARKETING STRATEGY: FEATURING HARLEY-DAVIDSON

    For over 100 years, Harley-Davidson has been the rebel of the road. The company uses that rebellious spirit to create one of the most successful marketing and brand establishment campaigns in the U.S. Activities that bring the company face-to-face with its customers are extremely important to Harley-Davidson and really are what drives the company from the standpoint of its relationships with customers. Steve Piehl, Harley-Davidson's Director of Events & Consumer Initiatives, discusses the Harley-Davidson experience.

    DVD / 2007 / (Grades 9-12, College, Adult) / Approx. 4 minutes

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    DON'T JUST SET PRICES: MANAGE THEM STRATEGICALLY

    Featuring: Tom Nagle

    Program Highlights
  • How to influence price expectations rather than react to them.
  • When "price sensitivity" is actually a response to poor pricing policies.
  • The myth that customers understand the value of what they're buying.

    Traditional pricing methods involve a trade-off. You want to charge as much as you can in order to maximize profits, but not so much that there is a negative impact on sales. So when a customer rejects your price, does it mean that the price is too high? Maybe not, says Tom Nagle. Price levels are only the visible "tip of the iceberg" in pricing strategy.

    Nagle explains that in order to get customers to pay for value, you have to do more than just set a value-based price. You must proactively manage your markets with communications that justify your price in terms of value. You need to offer service packages that customers recognize as providing extra value. And you need to manage a price structure that tracks with value, and a pricing process that forces customers to acknowledge value with their pocketbooks.

    Tom Nagle is the author of the seminal work "The Strategy and Tactics of Pricing." Now in its fourth edition, this book continues to be a best-seller in both the academic and professional marketplaces. Dr. Nagle has been a professor of marketing and strategy at the University of Chicago and Boston University. He is a graduate of Penn State University and received his PhD from UCLA.


    DVD / 2005 / 57 minutes

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    MARKETING STRATEGY, A: ENERGIZING THE BRAND

    To avoid the constant price competition associated with widely distributed manufacturer brands, many retail chains have developed their own private label. Although successful, many of these retailers never really "energized" their private labels to maximize their profit potential. Simon Graj discusses how his consulting firm has helped such chains as Sears, Carter's and Saks 5th Avenue revitalize their businesses with a marketing strategy of energizing existing brands and developing new private labels.

    DVD / 2002 / 20 minutes

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    Ever wonder how companies persuade the public to buy their products? Do you want to know how advertising and public relations make products seem more appealing? Find out as the illustrate concepts like marketing research and information, targeting strategies, and product positioning.

    Topics Covered

  • Research
  • Sources of data
  • Focus groups & surveys
  • Segmenting
  • Targeting
  • Positioning
  • The 4 P's of Marketing

    DVD / 2002 / (Grade 11 or above) / 26 minutes

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    How do you know if your product is reaching your target consumers? Who are your target consumers? If you're not sure, then it's time you learned about marketing. Well teach you the four P's of marketing: product, price, place and promotion.

    Topics Covered

  • The 4 P's of Marketing
  • Consumer products
  • Product lifecycle
  • Pricing strategies
  • Price elasticity
  • Distribution
  • Conflict
  • Promotion

    DVD / 2002 / (Grade 11 or above) / 26 minutes

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    MARKETING

    This program defines what is meant by successful marketing and outlines the elements that make for a viable and exciting marketing strategy. That includes: Costing and pricing, Merchandising, Sourcing product, Catering to the demand, Analyzing trends, Advertising.

    DVD / 1995 / (Senior High, College) / 25 minutes

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    CHANGING LANDSCAPE OF MARKETING, THE

    With Itamar Simonson

  • How consumer choices have become more rational-and more difficult to influence.
  • Relative thinking and its diminished impact on purchasing behavior.
  • Why the Internet has turned marketing theories upside down.

    The explosion of information made available by the Internet has caused a radical shift in consumer purchasing behavior, due largely to a migration from relative to absolute decision making (judging an item on its own merits rather than compared to other products) and the influence of social media (judging on popularity and user reviews). These factors have increasingly undermined the effectiveness of traditional marketing campaigns and marginalized the ability of marketers to influence and predict buyer choices.

    Targeting, positioning, and top-of-mind approaches have all lost value. Brands are less effective in influencing perceptions of quality and consumer loyalty is less reliable as a purchase driver. This environment lowers the barrier of entry for lesser-known brands-as long as they have a good product-but also opens the door for established brands to diversify into seemingly unrelated categories. To be successful, you need to reevaluate the role of marketing and question your previous assumptions, track social media chatter and manage your reputation, and capitalize on web-based metrics that give you real-time feedback on what works and what doesn't in today's two-way communications with customers.


    DVD / / 64 minutes

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