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تمت الإضافة منذ قبل nine عام
المحتوى المقدم من Pearson Education. يتم تحميل جميع محتويات البودكاست بما في ذلك الحلقات والرسومات وأوصاف البودكاست وتقديمها مباشرة بواسطة Pearson Education أو شريك منصة البودكاست الخاص بهم. إذا كنت تعتقد أن شخصًا ما يستخدم عملك المحمي بحقوق الطبع والنشر دون إذنك، فيمكنك اتباع العملية الموضحة هنا https://ar.player.fm/legal.
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Mind The Business: Small Business Success Stories
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1 The SB Starter Kit - Everything You Need or Need to Know to Get Your Business Off the Ground (Part 1) - Trademarks, Patents, LLCs and SCorps 35:28
35:28
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احب35:28![icon](https://imagehost.player.fm/icons/general/red-pin.svg)
Step one for starting a small business is often coming up with an exciting idea. But what is step two? Step three? Steps four through launch and beyond? On our second episode, and first iteration of our Small Business Starter Kit Series, Austin and Jannese visit The Candle Pour to chat with founders Misty and Dennis Akers . They’ll tell our hosts about how they got their business off the ground and about all the things that go with it: from incorporation to trademarks. Join us as they detail how they went from Grand Idea to Grand Opening. Learn more about how QuickBooks can help you grow your business: Quickbooks.com See omnystudio.com/listener for privacy information.…
Pearson Education Marketing Podcasts
وسم كل الحلقات كغير/(كـ)مشغلة
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المحتوى المقدم من Pearson Education. يتم تحميل جميع محتويات البودكاست بما في ذلك الحلقات والرسومات وأوصاف البودكاست وتقديمها مباشرة بواسطة Pearson Education أو شريك منصة البودكاست الخاص بهم. إذا كنت تعتقد أن شخصًا ما يستخدم عملك المحمي بحقوق الطبع والنشر دون إذنك، فيمكنك اتباع العملية الموضحة هنا https://ar.player.fm/legal.
The Pearson Education Marketing podcasts have been recorded by Paul Cowell, Marketing Academic and Professional. These podcasts cover many of the topics you will find in a typical Principles of Marketing course and Paul talks about current news stories of relevance, interviews marketing practitioners and students about their experiences and illustrates how the theory of marketing is actually used in the real World. New podcasts will be made available for download weekly during term time, beginning 29th September 2008.
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25 حلقات
وسم كل الحلقات كغير/(كـ)مشغلة
Manage series 1217282
المحتوى المقدم من Pearson Education. يتم تحميل جميع محتويات البودكاست بما في ذلك الحلقات والرسومات وأوصاف البودكاست وتقديمها مباشرة بواسطة Pearson Education أو شريك منصة البودكاست الخاص بهم. إذا كنت تعتقد أن شخصًا ما يستخدم عملك المحمي بحقوق الطبع والنشر دون إذنك، فيمكنك اتباع العملية الموضحة هنا https://ar.player.fm/legal.
The Pearson Education Marketing podcasts have been recorded by Paul Cowell, Marketing Academic and Professional. These podcasts cover many of the topics you will find in a typical Principles of Marketing course and Paul talks about current news stories of relevance, interviews marketing practitioners and students about their experiences and illustrates how the theory of marketing is actually used in the real World. New podcasts will be made available for download weekly during term time, beginning 29th September 2008.
…
continue reading
25 حلقات
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Pearson Education Marketing Podcasts
![Pearson Education Marketing Podcasts podcast artwork](/static/images/64pixel.png)
This is a straightforward Podcast that reviews environmental analysis (AUDIT) and how it impacts on the strategic direction an organisation might take. Essentially it is about; Where are we now? Where do we want to be? How are we going to get there? The Podcast finishes with an example of how a strategy has to change in the light of changing environmental circumstances.…
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Pearson Education Marketing Podcasts
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This is an interesting Podcast in the sense that the interviewee, Nicola Shann was able to illustrate the effectiveness of exhibitions as a communication tool and e-mail as an effective method of direct marketing. Be aware of the specialist nature of the exhibition - Nicola does briefly explain it at the beginning of the Podcast. It was for Tameside Metropolitan Borough Council to highlight 'Beacon Status' which they were recently awarded. Nicola interviews explains how the exhibition benefitted both her organisation and the visitors and how effective e-mail is as a DM tool, she does briefly link it to advertising as well but the major communication tool for the event was e-mail.…
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Pearson Education Marketing Podcasts
![Pearson Education Marketing Podcasts podcast artwork](/static/images/64pixel.png)
This Podcast illustrates the link between personal selling, building relationships with customers and CRM. The point is made that training manuals and textbook theory does not necessarily work and that sometimes gut instinct is better at building customer relationships than following a fixed pattern.…
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Pearson Education Marketing Podcasts
![Pearson Education Marketing Podcasts podcast artwork](/static/images/64pixel.png)
As with other podcasts that discuss communications this is rather a short one but nevertheless one, which highlights the use of sales promotion as a tactical rather than strategic tool. However the possibility that sales promotion could become more of a strategic tool is raised and a point that is worth debating and discussing.…
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Pearson Education Marketing Podcasts
![Pearson Education Marketing Podcasts podcast artwork](/static/images/64pixel.png)
The thrust of this podcast is to ensure students clearly understand the difference and relationship between advertising and media. Also, by implication the value an growth of new media in terms of communication. Furthermore students are reminded of the use of advertising to meet strategic objectives.…
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Pearson Education Marketing Podcasts
![Pearson Education Marketing Podcasts podcast artwork](/static/images/64pixel.png)
By reference to the Shannon-Weaver communications model the podcast illustrates the importance of integrated communications at both a strategic and tactical level. You will be able to empathise with some of the points made at a practical level but also better understand the relevance and application of theory. Listeners' attention is also drawn to the importance of communications in the context of the marketing mix…
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Pearson Education Marketing Podcasts
![Pearson Education Marketing Podcasts podcast artwork](/static/images/64pixel.png)
By noting that distribution is the 'poor cousin' of the marketing mix I have highlighted how important it is at a strategic level and as part of the integrated marketing mix. The theme of the strategic importance of distribution is carried over into the identification of some of the factors that determine distribution channels. Also identified is the difference between distribution and logistics.…
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Pearson Education Marketing Podcasts
![Pearson Education Marketing Podcasts podcast artwork](/static/images/64pixel.png)
While emphasis is placed on factors that determine pricing strategies such as psychological pricing and pricing against competitors and in the context of corporate objectives the listener is encouraged to consider how external factors can have a major impact on pricing. While organisations may have a clear set of objectives, prevailing conditions can have a major impact on the organisations ability to meet objectives therefore illustrating that theory while having a place cannot always be carried through into practice.…
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Pearson Education Marketing Podcasts
![Pearson Education Marketing Podcasts podcast artwork](/static/images/64pixel.png)
This Podcast brings the concept of pricing firmly into the realms of current economic conditions. It illustrates that in uncertain times the context in which pricing decisions are made are subject to circumstances that are beyond the control of business. Examples are given from the Podcasters personal experience and links are made to the current situation many firms are facing. The Podcasts objective is to make pricing relevant so that you can contextualise it in the light of current economic conditions. Think about how other MACRO factors might impact on pricing decisions.…
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Pearson Education Marketing Podcasts
![Pearson Education Marketing Podcasts podcast artwork](/static/images/64pixel.png)
Most textbooks offer a fairly standard version of the new product development process. This Podcast seeks to establish how closely industry adheres to the process. The Podcast features an interview with the Brand Innovation Manager from Warburton's who has experience of product development from working for a number of organisations. He is therefore in a strong position to offer a critique of the textbook view of NPD, which he does. The interview is a good example of how theory tends to differ from practice in the real world of work.…
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Pearson Education Marketing Podcasts
![Pearson Education Marketing Podcasts podcast artwork](/static/images/64pixel.png)
1 Marketing planning, management and control 4:08
4:08
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احب4:08![icon](https://imagehost.player.fm/icons/general/red-pin.svg)
This Podcast focuses on the debate between formal and informal planning, in order to take a different approach to the textbooks, which focus on formal planning. It is particularly relevant in the context of the current ever-changing business environment, particularly relevant in panic times such as with the credit crunch where management is 'on the hoof'. While textbook planning embraces the idea of control and the possibility of unexpected eventualities, in practice as the Podcast infers many managers find it difficult to deviate from plan until, as was the case with the credit crunch, it was too late. This Podcast refers to some of the issues discussed in the Marketing Dynamics podcast when analysis of the MACRO environment was discussed.…
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Pearson Education Marketing Podcasts
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This Podcast emphasises sponsorship but in the context of public relations. As a student you are much more likely to be aware of sponsorship as a communications tool than PR. You are encouraged to be more aware of sponsorship and critically the reasons for a company sponsoring their chosen event/TV programme etc. What are the links; where is the mutual benefit; what criticisms do they have? Think for example if there is a relationship between the organisations in the partnership? Mention is made of TESCO and 'Race for Life' . You might want to identify a company and write a short briefing note to the directors setting out when they should sponsor a particular event/TV programme etc.…
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Pearson Education Marketing Podcasts
![Pearson Education Marketing Podcasts podcast artwork](/static/images/64pixel.png)
This Podcasts is a practical illustration of the application of Product life Cycle theory (PLC). You can take the Jaguar example as the basis of your understanding of product management through the life cycle but with the intension of ensuring the product continues to grow in the long term and therefore ensure sustained profitability. Try to apply this to an example of your own : for example if you are a football fan examine how the club manager develops his (or her) team for the long term considering the short-term constraints in the game. If you are a Manchester United fan you might note that Sir Alex Ferguson has a policy of gradually introducing young players into the team at strategic points in the season so as to 'blood' them. By doing this he is extending the success of the team as have proved to be the case. In this example Manchester United represents the product/service for illustration purposes.…
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Pearson Education Marketing Podcasts
![Pearson Education Marketing Podcasts podcast artwork](/static/images/64pixel.png)
The focus of this Podcast is on the importance of branding to the building of a product and how the brand communicates product attributes and by implication how we almost come to expect certain brand values when we buy into the brand. These discussions should lead to the notion of the potential product and how the brand has the possibility to develop the core product towards the potential product. However to achieve this the product/service needs to be continually developed a topic that is discussed in the previous E-marketing and new media podcast. In other words the product service cannot stand still if it wants to retain its position in the marketplace. It is suggested that tutors develop this theme with students to encourage them to think of their own examples of how they buy into the brand and its values and how that must add value to the product/service and ultimately increase profitability.…
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Pearson Education Marketing Podcasts
![Pearson Education Marketing Podcasts podcast artwork](/static/images/64pixel.png)
This Podcast features Dr Fiona Cheetham whose research interests are in the social/cultural aspects of consumer behaviour and two third year students one from the UK (Rachel) the other from the USA (Samantha). Dr Cheetham takes an academic perspective on consumer behaviour and suggests that marketers need to understand and appreciate the cultural aspects of society so that they are better able to target their audience with both the appropriate message and products. She ends with a view of culture as being, 'The lens through which we see society'. Rachel and Samantha comment on this from their personal experiences and approaches to shopping from different cultural perspectives. Interestingly they do not find a great deal of differences between their own shopping behaviour and conclude that actually the common denominator is education/social class.…
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