Marketing Strategy

The issue of climate change has attracted increasing business attention in the past decade. Whereas companies initially aimed primarily at influencing the policy debate, corporate strategies increasingly include economic responses. Existing classifications for climate change strategies however still reflect the political, non-market components. Using empirical information from the largest multinational companies worldwide, this article examines current market responses, focusing on the drivers (threats and opportunities) and the actions being taken by companies to address climate change. It also develops a typology of climate strategies that addresses the market dimensions, covering both the aim (strategic intent) and the degree of cooperation (form of organisation). The aim turns out to be either innovation or compensation, while the organisational arrangements to reach this objective can be oriented at the company level (internal), at companies' own supply chain (vertical) or at cooperation with other companies (competitors or companies in other sectorshorizontal). The typology can assist managers in deciding about the strategic option(s) they want to choose regarding climate change, also based on the insights offered by the paper about the current state of activities of other companies worldwide. 

This paper identifi es the technological and commercial foundations of the new category of online applications commonly described as Web 2.0 or Social Media. It examines the relevance of Web 2.0 for Marketing Strategy and for Direct Marketing in particular. The issue is not a clear-cut one: while several observers saw in Web 2.0 a new stage in the evolution of the internet, others simply rejected it as a new High-Tech hype while there is still no generally accepted defi nition and demarcation of the term. Paradoxically, even without an accepted defi nition and despite lack of extensive research, the corporate world seems to embrace the Web 2.0 concept: high-profi le mergers and acquisitions have already taken place or are under way while corporations are rushing to integrate various forms of social media into their marketing planning. The experience so far, based to a large degree on anecdotal evidence, is that Web 2.0 has a substantial effect on consumer behaviour and has contributed to an unprecedented customer empowerment. The consequences are far reaching, affecting not only the area of technology development but also the domains of business strategy and marketing. From the academic but also the practical point of view, attention must be placed on the demarcation and evaluation of the new technologies and trends so that the real value of Web 2.0 as a component of the modern marketing can be determined.

This volume has been prepared under the auspices of the project entitled, ‘Competition Reforms in Key Markets for Enhancing Social & Economic Welfare in Developing Countries’ (CREW Project). This project was implemented by CUTS in four countries: Ghana, India, Philippines and Zambia, and across two common sectors: Staple Food and Bus Transport with the support from DFID (UK) and BMZ (Germany) facilitated by GIZ (Germany). The aim of the project was to highlight the relevance of competition reforms for social and economic welfare in developing countries, and motivate other countries, governments and development partners to accord greater attention to the subject of competition reforms. In view of this overall aim of the project, with inputs from the project advisers CUTS designed the final conference of the CREW project on a broader theme to talk about ‘Relevance of Competition & Regulatory Reforms in Pursuing Sustainable Development Goals (SDGs) in Developing Countries’. The theme was thought to be both contemporary and relevant in view of the adoption of the SDGs a couple of months before this final conference. In addition to the support it received from DFID (UK), BMZ (Germany) and GIZ (Germany), the conference also received support from the World Bank, G-77 Secretariat and the OECD. CUTS is grateful to all the above organisations for supporting the conference, and indeed also the production of this volume. We acknowledge the support from the members of the Project Advisory Committee of the CREW project, who contributed to make this conference a grand success. Special thanks to Clement Onyango and colleagues at CUTS Nairobi for their support and tireless efforts in the run-up and during the conference. We gratefully acknowledge the hard work and patience of all the paper authors for contributing extremely interesting individual chapters to this volume. We are also thankful to those friends of CUTS who reviewed the draft papers – Eleanor Fox, Tania Begazo/Martha Licetti (World Bank), Rafaelita Aldaba, R S Khemani, Frederic Jenny, Payal Malik, Allan Fels, David Ong’olo, Ashwini Swain, Peter Holmes and John Davies/Lynn Robertson (OECD). We are indebted to Mukhisa Kituyi, Secretary General, UNCTAD for writing an encouraging Foreword – and we hope to continue to receive his and UNCTAD’s support. We greatly appreciate the diligence of Madhuri Vasnani and Garima Shrivastava for editing and Mukesh Tyagi for preparing the layout of this report. Special thanks are due to Ashutosh Soni for his excellent coordination of communication with authors and reviewers of papers of this volume. We acknowledge the efforts of all the members of the CREW team, especially Cornelius Dube, Shreya Kaushik and Neha Tomar. Last but not the least, this report would not have seen the light of the day without the skillful direction, and overall guidance of Pradeep S Mehta, Secretary General, CUTS. He took special interest in this volume and went through each and every paper carefully himself. Words alone cannot convey our sincere gratitude to each and every individual who have contributed in every small way towards bringing out this volume. But it is only words that this world thrives on. We express our sincere gratefulness to all such individuals, without whom the publication of this volume would not have been possible.

Apple Inc is the global leading American multinational that focuses in manufacturing, designing and also selling of iPad tablets, iPhone, Mcbook computers, ecosystem among other technology enabled products. This makes Apple to be among the most innovative companies in the world. In United Kingdom whereby Apple Inc has the second largest retail market, consumers have responded well in regard to the firm sale of iPad tablets in the industry.
The market opportunities that can be deduced are; increased technology innovation and the fast growing tablets industry. The threats are economy downfall, extensive competition and rise of substitutes for iPad tablets. Apple Inc (UK) strengths are; increased innovation, superior quality of tablets, superior branding and well organised retail strategy. However, Apple Inc (UK) faces one major weakness in that their iPad are highly priced. Apple Inc (UK) specific, measurable, Attainable, relevant and time based objectives outline the manner in which the company will strategize in the UK tablets industry in order to realise competitive advantage.
Under the market segmentation Apple Inc needs to  offer of iPad tablets with increased sleek design, high exterior performance and price. There is also need to work on the Apple Inc market targeting in order to evaluate the right and attractive venture for its iPad business segments. Consequently, Apple Inc market positioning needs to be strengthened by core market drivers such as iPad distinctive features that include HDMI port, 3Gwireless system, iPad sleek size and video call application. Finally, Apple Inc (UK) recommendable marketing strategies and programmes are perfectly captured through price, product, promotion, people, process, place and physical evidence.

It seems logical that performance is maximized when a business produces a creative marketing strategy and achieves marketing strategy implementation effectiveness. However, cultural tensions and resource competition may make it difficult, or impossible, to achieve both. Contingency theory suggests that market and/or firm level influences may exist that make one or the other more important. Thus, it is important for researchers to investigate those conditions so that we can provide managers with guidance regarding where to allocate their resources. The study reported in this article assesses the impact that environmental conditions and business unit strategy have on the relative importance of marketing strategy creativity and marketing strategy implementation effectiveness. We discuss implications for managers and scholars.

Quality of life (QOL) has become a central issue of concern in peoples’ lives and the research on this topic has largely increased in the past decades. However, some studies on QOL only adopted objective indicators and QOL research is still very scarce in some fields of study such as tourism. Additionally, in tourism, the majority of the studies on QOL focus on assessing the QOL of residents of destinations and neglect segmentation based on QOL as a tool for market segmentation.
The aim of this study is to overcome some previously referred to limitations and, specifically: (i) to measure visitors’ perceptions of tourism impact on their QOL by adopting subjective indicators; and (ii) to segment visitors based on perceptions of tourism impact on their QOL.
Study results reveal that tourism is likely to have a more positive impact on the psychological and social domains of QOL and that QOL is a good basis for segmenting the tourism market. Visitors perceiving more positive tourism impacts in their QOL differ from others on several features such as motivations to travel, travel group, interaction with local residents and satisfaction with the trip.

This dissertation analyzes the postfeminist tendencies and biopolitics in contemporary media practices by considering the pop culture exemplar, the Kardashian-Jenner family.

This dissertation received First Class Honors from Trinity College Dublin.
Vanessa graduated with Distinction in B.A. English Literature and Media Studies.

Questo ebook sulla SEO ha lo scopo di approfondimento sul tema senza presunzione.
L’obiettivo dell’ebook gratuito è quello di aggiornarlo con nuove storie ed esempi sullaSEO che spiegano sempre meglio l’efficienza della metodologia in ambito delle attività di marketing.
Le nozioni essenziali che devi sapere sulla SEO per comprendere il posizionamento sui motori di ricerca.

This case study examines Zara’s current retail strategy and digital transformation. It details Zara’s current in-store and eCommerce retail strategy, the impact of digital on the retail environment and customer experience, and the growth opportunity provided by eCommerce. By providing a competitive analysis of the current market, this paper presents key opportunities, strategic questions, and possible solutions for retail brands to improve their digital strategy.

This paper received First Class Honors in the Digital Marketing Strategy course at Trinity Business School.

Make Rain is a business book that helps salespeople, professionals and entrepreneurs sell more in a shorter space of time. The book looks at the mindset and practice of Rainmakers, the top 20 percent of individuals who seem to bring in the lion's share of the revenue into the firms they work for. Make Rain is split into 180 unique insights into how the Rainmakers do it. Each insight is designed to challenge and encourage the reader to change their thought patterns and habits in order to be successful in business and in life.

“This book fills a gap in the crowded library of books on sales. It is very different from all the other books and in many ways it is also much better. Make Rain is a collection of short one and a half page inspirational messages. Each message can stand alone, so the reader will get value already after the first couple of pages. The value of the book simply accumulates as you turn each page. No other book in my library of books on sales can make such a claim! Make Rain is a great book to have with you everywhere. You can use any break in the day to consume a message or two, but do yourself a favour and think carefully about the messages you read. Each of the messages actually has the potential to change your life – for the better.” Hans Peter Bech, Author of the Amazon #1 bestseller Building Successful Partner Channels.

As Edgar Degas said: “Art is not what you see, but what you make others see”. It means that the more you can transform your view of art from abstract things into physical things, the larger the enhancement for people who appreciated these. Took this quote as one of the favourite quotes to explain their business philosophy, Chula, a fashion brand which founded by a Spanish couple, Laura Fontan and Diego Cortizas, has already had their own market share and potential customers to develop and success in the Vietnamese fashion market.
Even so, the Spanish owners decided to take the opportunity to expand their business into other markets. As a marketing consultant for Chula, this paper takes Mexico City as a new potential market for Chula to further their business in the foreign market. This paper will analyse and evaluate the market of Mexico City bases on Segmentation, Targeting, and Position as well as some considerations of brand which Chula could apply for open business in the new market, besides that, recommending a marketing strategy which company could use to build up their branch in Mexico City.

Questo ebook sulla lead generation ha lo scopo di approfondimento sul tema senza presunzione.
L’obiettivo dell’ebook gratuito è quello di aggiornarlo con nuove storie ed esempi sulla lead generation che spiegano sempre meglio l’efficienza della metodologia in ambito delle attività di marketing.

Hello TRIBE, In this post I’ll show you everything you need to know to start your own Affiliate Marketing Strategy from ZERO to HERO! In 7easy and clear steps!
As you all know, every single day I do my best, to answer each one of you and give you my best advice based on my experience.
So, I think that the best advice I can give you today is to GET OUT OF YOUR COMFORT ZONE, STOP COMPLAINING AND START TAKE ACTION ON A NEW JOB!

Questo ebook sul piano di marketing ha lo scopo di approfondimento sul tema senza presunzione.
L’obiettivo dell’ebook gratuito è quello di aggiornarlo con nuove storie ed esempi sul piano di marketing che spiegano sempre meglio l’efficienza della metodologia in ambito delle attività di marketing.
Gli allegati menzionati nella pubblicazione sono scaricabili qui:
https://www.reportnotprovided.com/piano-di-marketing/piano-di-marketing.zip

The study and practice of marketing have broadened considerably, from an emphasis on marketing as a functional management issue, to a wider focus on the strategic role of marketing in overall corporate strategy (e.g., Kotler, 2000; Sudharshan, 1995). This broadening of the marketing concept, to include strategic as well as operational decisions, has resulted in an overlap between marketing and strategic management. Managers around the globe are recognizing the increasing importance for the firm to develop marketing strategies to compete effectively in worldwide markets. The emergence of a more open world economy, the globalization of consumers’ tastes, and the development of a worldwide commercial web all have increased the interdependency and interconnections of markets across the globe. In such a global environment, firms should develop their marketing strategy around three key dimensions (Zou and Cavusgil, 2002): (1) standardization-adaptation, (2) configurationcoordination, and (3) strategic integration. Following Sudharshan (1995), we define a firm’s marketing strategy as the development of and decisions about a firm’s relationships with its key stakeholders, its offerings, resource allocation, and timing.

A marketing plan may be part of an overall business plan. Solid marketing strategy is the foundation of a well-written marketing plan. While a marketing plan contains a list of actions, a marketing plan without a sound strategic foundation is of little use to a business.

ABSTRACT Academic Marketing is on the rise in Germany. So is Social Media Marketing. In this paper we present a concept for academic marketing based on a social media marketing strategy developed and implemented at the Environmental Campus Birkenfeld, a site of Trier University of Applied Sciences. We discuss the development and implementation of this strategy starting from an evaluation of the use and needs of social media of students, professors and other university staff. This survey provides the basis for the requirements analysis for a platform for internal and external communication, whose structure is presented here. We outline some considerations about launching such a platform and we report some very first results in terms of user acceptance and feedback.

Mobile marketing is set to make a big impact in Australia. However, experience from the use of email for marketing purposes demonstrates that there are a number of pitfalls that companies can fall into and which consumers react badly to. The paper examines various theoretical approaches that can be used to investigate effective m-marketing strategies. We use an adapted version of the unified view of user acceptance of IT to determine the factors that impact on the intention to participate in m-marketing. A survey of mobile phone users shows that consumers view the benefits of m-marketing as saving money, saving time and providing useful information. Consumers think that granting permission is an important factor in a decision to participate in mmarketing. In addition, financial incentives can substantially improve the level of participation. It would appear that the effort and time involved in processing m-marketing messages are not important factors in the decision to participate in m-marketing schemes.

Secondary markets in the Information Technology (IT) industry, where used or refurbished equipment is traded, have been growing steadily. For Original Equipment Manufacturers (OEMs) in this industry, the importance of secondary markets has grown in parallel, not only as a source of revenue, but also because of their impact on these firms' competitive advantage and market strategy. Recent articles in the press have severely criticized some OEMs who are perceived to be actively trying to eliminate the secondary market for their products. Others have policies that enhance their secondary markets. The goal of this paper is to understand how an OEM's incentives and optimal strategies vis-à-vis the secondary market are shaped contingent on her relative competitive advantage, product characteristics and consumer preferences. The critical tradeoff that we examine is whether the indirect benefit from maintaining an active secondary market (the resale value effect) can outweigh the potentially negative effect of the sales of used products at the expense of new product sales (the cannibalization effect). To that end, we develop a model where the OEM can directly affect the resale value of her product through a relicensing fee charged to the buyer of the refurbished equipment. Moreover, we introduce a measure of the consumers' willingness to return their used products to account for the fact that the higher the price offered by a third-party entrant, the higher the ratio of returned products at their end-of-use. We analyze the OEM's decision in both the monopoly and the duopoly cases, characterize the optimal relicensing fee set by the OEM, and draw conclusions on the conditions that favor stimulating or deterring the secondary market.

Marketing strategies addressing underserved African American wine customers' needs that also positively impact producers' and retailers' clientele was the impetus for this exploratory, qualitative paper. African Americans demonstrate a thirst to elevate their education about and be more involved in the wine industry as evidenced by the proliferation of African American wine-tasting groups designed to help educate and expose their membership to a variety of wines. Moreover, compared to the average adult, African-American wine drinkers are 241% more likely to have spent $20 or more on a bottle of store bought wine (Arbitron, 2005). Despite African Americans' representation as one of the fastest growing ethnic minority segments in the U.S., wine industry strategies don't appear to connect with this market segment. Like Alice in Wonderland, we characterize this phenomenon by suggesting this market segment is 'peering through the looking glass' .

Storytelling has become the hot topic in marketing for many reasons. Truly successful marketers however try not to just build their brands around stories but imbue and elevate them through myths. In the course of the past four years, the authors have analyzed more than 100 cases across all price tiers and product categories and spoke to an uncounted number of experts and practitioners. The result: Today's strongest and most price-insensitive players use meta-narratives to give their brands depth and gravitas while at the same time catapulting themselves to superior heights and long-lasting stature. Most apply one of two strategies: They try to 'reach beyond', allowing their targets to feel as if they were connecting to a higher truth. Or they use the 'guiding power' of myths, projecting archetypes that inspire and which many can aspire to, no matter their realities.

This experiment examines the effect of option choice framing on short-term regret from actions and inactions, using 124 Singaporean and 96 Thai working adults who add options to a base model (additive framing) or delete options from a full model (subtractive framing) in a condominium purchase scenario. The results qualify past findings, showing that in both cultures, in additive framing, participants anticipate more regret from taking actions (adding options) than inactions, whereas in subtractive framing, they anticipate more regret from taking inactions (not deleting options) than actions. The implications for marketers are as follows. First, in the additive framing condition, to avoid regret consumers may prefer not adding options and hence lower revenues for marketers. Second, in the subtractive framing condition, to avoid regret consumers may prefer deleting options, hence lower revenues for marketers. Third, marketers can minimize consumers' anticipated regret by, for example, allowing consumers to change their mind without any penalty after they have added/deleted options, accelerating them to make decisions so that they have less time or no time to anticipate regret, providing them with a lot of information to process so that they have little cognitive capacity left to anticipate regret, and putting them in a distracting environment (playing loud music, playing movies, and providing snacks/foods).

Building on theoretical and empirical foundations in the consumer complaint behavior (CCB) literature, this study investigates outcomes and responsibilities for consumer complaints made to a governmental third-party organization. Using a content analysis of complaints made against insurance salespeople and companies, the present study explores the factors that lead to third-party complaints, including an analysis of specific practices and roles involved in sales and marketing strategy and implementation. In contrast to much of the research in CCB, this study examines actual complaint documentation, considers perspectives of each participant in the dispute, and assigns responsibility for the complaint situation. The results of this study suggest that the strategies developed by organizations, not salesperson practices, create the largest share of third-party complaints. This study provides impetus for marketers to reconsider the design of sales and marketing strategies and the role of salespeople and organizations in complaint situations.

A number of writers have suggested that when men dominate numerically in an industry, women in that industry experience pressure to alter their leadership style, which in turn impacts on their mental health. These assertions, based largely on limited research ndings and anecdotal evidence, were tested empirically. Specically, the study investigated the impact of working in either a male-or female-dominated industry on the leadership style, stress levels and mental health of 60 women and 60 men managers. As hypothesized, women and men in male-dominated industries did not diVer in interpersonal orientation, whereas in female-dominated industries women were more interpersonally oriented than men. Consistent with predictions, women did report more pressure from their jobs than men, with women in male-dominated industries reporting the highest level of pressure from discrimination. Although there was no overall diVerence between women and men's mental health, there was a diVerence in the pattern of relationships between leadership style and mental health. Women in maledominated industries reported worse mental health when they utilized an interpersonally oriented leadership style, whereas men in male-dominated industries reported better mental health when they utilized such a leadership style. These ndings suggest that both gender and the gender ratio of the industry in uence leadership style, stress and mental health, and as such contribute to our understanding of the barriers to women working in senior management roles in male-dominated industries. Many authors have raised the question as to why women are so under-represented as managers in general, and as senior managers in particular. Despite a gradual increase in the number of women in managerial roles, they are still estimated to ll only 25% of managerial positions in Germany, 28% in Switzerland, 33% in the UK and 43% in Australia (International Labour Organisation, 1997; United Nations, 1998). However, at higher levels women are even more poorly represented, lling only 10% of senior level management positions in the United States (Catalyst, 1996), between 1% and 15% in Australia (Still, 1993), and 5% in Germany (Neumann, 1998). These statistics demonstrate that many senior women managers work in environments which are numerically dominated by men. It has been

PurposeThis research investigated wine tourism development and marketing in southwest Michigan, a longtime viticultural, but emerging wine tourism region. The aims involved discovering the motivations, expectations, and successes of Southwest Michigan Wine Trail member wineries in developing horizontal and vertical alliances.Design/methodology/approachSemi‐structured, in‐depth interviews were conducted with individuals in charge of the wineries’ marketing activities (i.e. marketing directors and members of the marketing departments, winery owners). These interviews were recorded and transcribed. Activities fostered through the horizontal and vertical alliances were identified.FindingsAlliances along the Southwest Michigan Wine Trail have furthered the development and marketing of wine tourism. The trail's member wineries have formed strong horizontal relationships, which include joint advertising, promotion, and production. They have also built vertical relationships with tour o...

We examined three approaches to research in marketing: exploratory hypotheses, dominant hypothesis, and competing hypotheses. Our review of empirical studies on scientific methodology suggests that the use of a single dominant hypothesis lacks objectivity relative to the use of exploratory and competing hypotheses approaches. We then conducted a publication audit of over 1,700 empirical papers in six leading marketing journals during 1984-1999. Of these, 74% used the dominant hypothesis approach, while 13 % used multiple competing hypotheses, and 13% were exploratory. Competing hypotheses were more commonly used for studying methods (25%) than models (17%) and phenomena (7%). Changes in the approach to hypotheses since 1984 have been modest; there was a slight decrease in the percentage of competing hypotheses to 11%, which is explained primarily by an increasing proportion of papers on phenomena. Of the studies based on hypothesis testing, only 11 % described the conditions under which the hypotheses would apply, and dominant hypotheses were below competing hypotheses in this regard. Marketing scientists differed substantially in their opinions about what types of studies should be published and what was published. On average, they did not think dominant hypotheses should be used as often as they were, and they underestimated their use.

Purpose-The purpose of this paper is to deepen our understanding of customers' actual internet banking behaviour by combining the construct of technology readiness with the technology acceptance model and demographics, such as age and gender, into one integrated framework. Design/methodology/approach-The customer-specific internet banking acceptance model (CSIBAM) is validated through 435 UK internet banking users. Findings-The results indicate the importance of customer-specific factors in predicting actual behaviour. Technology readiness, age and gender moderate the beliefs-intention relationship. Customers with varying levels of technology-related views and demographics hold different beliefs about technology. The relationship between usefulness and behaviour was stronger for younger males with high levels of optimism and innovativeness (explorers and pioneers), whilst the relationship between ease of use and behaviour was stronger for older females with a high level of discomfort (paranoids and laggards). Practical implications-In today's highly competitive financial services market, knowledge of key customer-specific factors can help banks to enhance customer experience by focusing more on each segment's particular needs. This knowledge would also help managers to decide about the extent to which technology-based systems can be used, the appropriate type of these systems, the pace of implementation, and the type of customer support required. Originality/value-A distinctive contribution of this study is that it does not rely on self-reported intention or usage, but instead it employs actual behavioural data. Greater understanding of seemingly established relationships could improve the design of the service and the development of differential marketing strategies aimed at driving adoption and allaying rejection.

Abstract: Purpose: The ever increase effect of commercialization and fast paced working has affected on the working style and
efficiency of every organization. Nurses are considered as one of the most respectable and demanding profession in the world and
a lot of emphasis is being laid on the quality of their work. Their work is highly attached with their personal commitment towards
the job of handling the people and this commitment comes out of their spiritual intelligence (SI) and emotional intelligence (EI)
attached in handling and caring the patients under their treatment. Methodology: For the purpose of this study the population was
the private hospitals of Karachi, Pakistan from small to mid-size. Five hospitals were selected out of the many large to mid-size
private hospitals. A convenience sample method was utilized. Sample size of 500 was selected out of which 402 provided the
required response. In the case of analysis; SPSS 20.0 and Smart PLS were used to test the hypothesis in order to analyze the
impact of spiritual and emotional intelligence on the behavior of the nurses. Findings: The effect of spiritual intelligence was
found significant on the dependent variable of caring behavior; whereas the mediating variable of emotional intelligence was
found insignificant in the presence of spiritual intelligence. Implications: The study tends to pinpoint towards the need of bringing
in awareness in the nursing profession that along with technical skills they need to focus on the interpersonal and intrapersonal
skills for enhancement in their career. Originality/Value: The study has not conflict of interest with any of the contributor.
Research limitation: Limited time period and geographical limit of Karachi has limited the generalization of the study

The advent of the Internet is leading a re-evaluation of existing business practice as the m ethods em ployed in a non-vir tual world m ay not necessar ily be as effective in a virtual environm ent. The present paper exam ines the different strateg ic options facing organiz ations as they attem pt to build a custom er base on the Inter net. The traditional site-centric approach of directing traf® c to a central Inter net site suffers from the problem s of the increasing costs and decreasing effectiveness of Internet adver tising. An alter native strategy is the sym biotic approach which is based on the concept of m utuality. A strategy of sym biotic m arketing involves one organiz ation providing functionality for another organiz ation' s Inter net site. In exchange for the provision of functionality for another Internet site the provider bene® ts from a increased m arket coverage and reach. Although the strategy of sym biotic m arketing m ay initially appear counter-intuitive, the following paper highlights the potential adva ntages for a com pany pursuing such a strategy. The case dem onstrates such a strategy exits as a low cost m ethod of developing a custom er base on the Inter net. Finally, the potential scope of sym biotic m arketing is discussed.

We designed and ran an experiment to test how often people's choices are reversed by others' recommendations when facing different levels of confirmation and conformity pressures. In our experiment participants were first asked to provide their preferences between pairs of items. They were then asked to make second choices about the same pairs with knowledge of others' preferences. Our results show that others people's opinions significantly sway people's own choices. The influence is stronger when people are required to make their second decision sometime later (22.4%) than immediately (14.1%). Moreover, people are most likely to reverse their choices when facing a moderate number of opposing opinions. Finally, the time people spend making the first decision significantly predicts whether they will reverse their decisions later on, while demographics such as age and gender do not. These results have implications for consumer behavior research as well as online marketing strategies.

A research report submitted to the Faculty of Commerce, Law and Management, University of the Witwatersrand, in partial fulfilment of the requirements for the degree of Master of Management in the field of Strategic Marketing Johannesburg June 2015

This paper will attempt to introduce – the term and concept of green marketing; about the importance green marketing; examine some reason that make the organization interested to adopt green marketing philosophy; it also highlight some problems that Organization may face to implement green marketing. The paper is a conceptual paper on green marketing, which is an emerging area of interest."Brands will not be able to opt out of [being green]. Companies which do not live by a green protocol will be financially damaged because consumers will punish them. In the longer term, I do not think they will survive."Green Marketing, is a full service marketing strategy and brand development firm offering a complete array of services including marketing plan development, sustainability auditing and planning, branding/creative strategies, graphic design/copyrighting, PR, and integrated marketing communications development, among a host of others. Green Marketing is growing greatly as increasing numbers of consumers are willing to back their environmental consciousnesses with their dollars, it can be dangerous. The public tends to be skeptical of green claims to begin with and companies can seriously damage their brands and their sales.The obvious assumption of green marketing is that potential consumers will view a product or service's "greenness" as a benefit and base their buying decision accordingly. The not-so-obvious assumption of green marketing is that consumers will be willing to pay more for green products than they would for a less-green comparable alternative product – an assumption that, in my opinion, has not been proven conclusively.