Wrigley's Eclipse Gum: Managing Brand Adolescence

2017 ◽  
pp. 1-13
Author(s):  
Angela Y. Lee ◽  
Greg Merkley ◽  
Bob Bailey
Keyword(s):  
Marketing Research ◽  
Marketing Mix ◽  
Research Data ◽  
First Year ◽  
List Type ◽  
Marketing Manager ◽  
Consumer Package

Wrigley launched Eclipse gum in August 1999. In early 2000, Paul Chibe became senior marketing manager for Wrigley's breath freshening portfolio, which included Eclipse. With the disappointing first-year performance of the brand, Chibe needed to take action to turn Eclipse around. His task was to use the opinions from other Wrigley executives and from marketing research data to decide if Eclipse could be turned around or if it should be abandoned.After reading and analyzing the case, students should be able to: Identify the most important variables that drive the success of consumer package goods brands Interpret and use data from various types of marketing research to evaluate marketing mix strategies Develop fact-based marketing recommendations

ANALISIS STRATEGI PEMASARAN DALAM PENINGKATAN JUMLAH NASABAH PRODUK TABUNGAN BRITAMA PADA PT. BANK RAKYAT INDONESIA (Persero), Tbk KANTOR CABANG PALOPO

2021 ◽  
Author(s):  
Rosnaini Daga
Keyword(s):  
Marketing Strategy ◽  
Relationship Marketing ◽  
Customer Service ◽  
Marketing Mix ◽  
Marketing Manager ◽  
Product Price ◽  
Service Strategy

Penelitian Ini berjudul “Analisis Strategi Pemasaran Dalam Peningkatan Jumlah Nasabah Produk Tabungan Britama Pada PT.Bank Rakyat Indonesia (Persero) Tbk. Penelitian ini bertujuan untuk Mengethui dan menganalisis strategi pemasaran yangdigunakan dalam peningkatan jumlah nasabah produk tabungan britama pada PT Bank Rakyat Indonesia (Persero), Tbk kantor cabang Palopo.Metode analisis yang digunakan dalam penelitian ini yaitu metode deskriftif kualitatif. Informan ditentukan dengan teknik purposive, yaitu teknik penentuan subjek (informan) berdasarkan kriteria dan tujuan dari penelitian ini. Kriteria yang dipilih adalah Kepala Bagian Marketing Manager PT. Bank Rakyat Indonesia (Persero) Tbk, Kantor Cabang Palopo JL. K.H Ramli No. 2, Palopo, Sulawesi Selatan dengan tidak berdasarkan jenis kelamin dan mereka siap menjadi informan. Informan yang digunakan adalah 1 (satu) orang dan memungkinkan adanya penambahan jika tujuan penelitian belum tercapai.Hasil penelitian menunjukkan bahwa telah terjadi peningkatan jumlah nasabah pada PT Bank Rakyat Indonesia (Persero), Tbk kantor cabang Palopo. Strategi pemasaran yang dilakukan untuk meningkatkan jumlah nasabah pada PT Bank Rakyat Indonesia (Persero) tidak jauh dari unsur marketing mix yaitu Place, Product, Price, dan Promotion. Strategi yang paling tepat adalah melalui strategi Relationship Marketing Strategy,, Strategy Superior Customer Service, Strategy Unconditional Guarantees, dan strategi penanganan keluhan yang efektif.

scholarly journals ANALISIS FAKTOR PEMBENTUK BAURAN PEMASARAN PADA NASABAH BANK BNI SYARIAH CABANG PADANG

Jurnal Ecogen ◽  
2019 ◽  
Vol 1 (4) ◽  
pp. 925
Author(s):  
Aulia Agusatria ◽  
Abel Tasman
Keyword(s):  
Descriptive Analysis ◽  
Sampling Technique ◽  
Marketing Mix ◽  
Research Data ◽  
Primary Data ◽  
Islamic Banks ◽  
Validity And Reliability ◽  
Instrument Testing ◽  
Quantitative Descriptive ◽  
The City

This study aims to analyze the factors forming the marketing mix at BNI Syariah customers in Padang Branch. This type of research is quantitative descriptive. The population of this research is customers of Islamic banks in the city of Padang with a sample of 100 customers obtained using Slovin formula. The sampling technique is accidental sampling. Research data are primary data collected by questionnaire. Instrument testing uses validity and reliability tests. Data were analyzed by descriptive analysis and factor analysis. The results of the study showed that of the eight factors there were six factors that influence the form of the marketing mix for customers of the BNI Syariah branch of Padang Branch.Keyword: Marketing Mix

My Experience in the First Female Psychiatric Intensive care unit in NHS in UK

2009 ◽  
Vol 24 (S1) ◽  
pp. 1-1
Author(s):  
K. Gintalaite
Keyword(s):  
Support Groups ◽  
First Year ◽  
List Type ◽  
Service Users ◽  
Model Of Care ◽  
Staff Members ◽  
Client Group ◽  
Rapid Tranquilisation ◽  
Therapeutic Model ◽  
Made In

Introduction:A new PICU for women was opened in January 2007, and was the first Unit of its kind in the NHS. It provides an inpatient care for women detained under Mental Health Act 1983 with serious mental illness. The main group of service users comprises women with borderline personality disorder. Median length of stay is 6-12 weeks.The team is multidisciplinary and works closely to ensure that effective gender sensitive care is delivered. As a very new team we experienced powerful internal dynamics for the first year. Lots of support groups, supervisions and psycho educational activities are provided for our staff members by different experts.The therapeutic model is in the process of development and is based on mentalisation theory. An audit on “Care after Intramuscular Rapid Tranquilization” was undertaken on the ward.Objective:To present a very new service for women including powerful dynamics within the team, a model of care provided for our client group and audit results.Method:Descriptive.Conclusions:1.It illustrates the powerful feelings of the staff during treatment of female service users (the results of analysis of the questionnaire will be provided) within PICU and the way we managed to deal effectively with it.2.It clarifies the amount of resources demanded for treatment of this client group.3.Audit results reveal the progress made in care after service users are given rapid tranquilisation in 06-08/2007-2008.4.It illustrates that the process of agreeing a model of care, as well as the model itself, in a PICU setting is very useful activity.

Neuromarketing and the Potential Application of Scientific Methods in Measuring Consumer Behaviour

2018 ◽  
pp. 317-336
Author(s):  
Cynthia A. Bulley ◽  
Veronica Adu-Brobbey ◽  
Esther O. Duodu
Keyword(s):  
Developing Country ◽  
Potential Application ◽  
Consumer Behaviour ◽  
Marketing Research ◽  
Brain Activation ◽  
Research Data ◽  
Research Tool ◽  
Field Of Study ◽  
Scientific Methods ◽  
Insight Into

Consumer behaviour studies have taken a new turn. Marketers, economists and other consumer related disciplines are looking to science to accurately determine consumer behaviour. The purpose of this chapter is to provide insight into a burgeoning field of study, neuromarketing, documenting various research studies and applications of mechanisms in determining brain activities and other uses of science to benefit marketing research. Data for the study is derived from impartial cross-referencing of conceptual and empirical articles published in major journals. The application of neuroimaging technique in research have provided marketers with concrete evidence of brain activation that signal increased activities during stimulation (Lewis & Bridger, 2005; Rossiter et al., 2001). Further, the implication and causes of concern in using neuroscience methods in marketing are highlighted. Developing country studies on neuromarketing are examined to determine its application and use as a marketing research tool.

On the Analysis of Interactions in Marketing Research Data

1973 ◽  
Vol 10 (4) ◽  
pp. 410-420 ◽  
Author(s):  
Paul E. Green
Keyword(s):  
Marketing Research ◽  
Research Data ◽  
Experimental Designs

This article discusses a number of topics related to the interpretation of interaction in experimental designs. A common set of data is used to illustrate the techniques, and implications for marketing experiments are considered.

scholarly journals Building Sustainability into Services Marketing: Expanding Decision-Making from a Mix to a Matrix

2018 ◽  
Vol 10 (9) ◽  
pp. 2992 ◽  
Author(s):  
Alan Pomering ◽  
Lester Johnson
Keyword(s):  
Decision Making ◽  
Planning Process ◽  
Triple Bottom Line ◽  
Services Marketing ◽  
Marketing Mix ◽  
Marketing Manager ◽  
Bottom Line ◽  
Traditional Concept ◽  
Sustainability Performance ◽  
Marketing Function

The purpose of this study is to develop a framework that will provide the services marketing manager a systematic, holistic and transparent means of enhancing sustainability performance through the marketing function. We review the literature dealing with the confluence of services marketing and sustainability, identify gaps in current sustainability-services marketing literature and inductively develop a conceptual framework for Sustainability Services Marketing (SSM). We describe services marketing practice examples in order to uncover the implications of a sustainability focus for services marketing and illustrate how to operationalise the framework. The resulting framework, (i) ensures that sustainability is incorporated into the strategic services marketing planning process, (ii) adapts and expands the traditional concept of the services marketing mix, by adding Partnerships to the traditional mix elements, and (iii) cross-references services marketing mix decision-making with the triple bottom line to describe the marketing task in terms of a matrix rather than a mix. This permits sustainability benchmarking and planning across the triple bottom line, and across the range of activities the services marketing manager might be expected to manage in order to enhance sustainability performance. We shift services marketing management attention to a broader and more sustainability-responsible whole-of-business approach. This research provides timely and effective guidance for the services marketing manager seeking to enhance his or her business’s sustainability performance in a systematic, holistic, and transparent way.

Profitability Analysis by Market Segments

1973 ◽  
Vol 37 (3) ◽  
pp. 48-53 ◽  
Author(s):  
Leland L. Beik ◽  
Stephen L. Buzby
Keyword(s):  
Cost Accounting ◽  
Marketing Mix ◽  
Marketing Manager ◽  
Market Segments ◽  
Profitability Analysis ◽  
And Control

The contribution approach to cost accounting serves to relate products, channels, and/or other marketing components to the profitability of market segments. Using the profit criterion, the marketing manager can plan and control his decisions for the component being analyzed and make collateral adjustments in other elements of the marketing mix.

Increasing Baseball Revenue from the Female Market

2015 ◽  
Vol 4 (1) ◽  
pp. 85-91
Author(s):  
Mark Dodds ◽  
Larry DeGaris ◽  
Alan L. Morse ◽  
Luisa Velez-Colon ◽  
David Perricone
Keyword(s):  
Marketing Research ◽  
Research Data ◽  
Target Audience ◽  
Marketing Plan ◽  
Target Market ◽  
Minor League Baseball ◽  
Minor League ◽  
Gender Similarities ◽  
A Minor ◽  
Baseball Fans

Claire Monroe was challenged to increase a minor league baseball team’s revenue and was in charge of developing a marketing plan to target female baseball fans. This would be a new target market for the team. The increasing female fan base can create revenue for baseball franchises through ticket, merchandise, and concession sales, as well as connecting with sponsors who specifically target female customers. Although there are many gender similarities in regards to fan avidity, there are important differences between the sexes in terms of motivation, media, and merchandise needs. Claire must research the target audience, analyze marketing research data, and make recommendations to increase female attendance to have those women spend more money on baseball-related items.

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