Archive for category Academic
American Marketing Association. Membership has it’s benfits.
Posted by Myrosha in Academic, Marketing, Professional on May 17th, 2010
One of the most useful things that I have obtained during my academic career is a membership to the American Marketing Association. This membership keeps my marketing mind thinking and ahead of the curve. I receive the Marketing Power enewsletter and Quirk eMarketing enewsletter. Each of these have a ton of resources and bring up the most current ideas of the professional marketing community. Additionally the AMA puts on regular webcasts by industry leaders on current topics. The cost of these webcasts and enewsletters? FREE! Last week I participated in a webcast but on by the AMA in conjunction with LYRIS. The title was “Top 10 Vital Factors for Email Marketing. It was perfect for me and my email marketing work for the Shangri-La Hotel, Vancouver. The speaker was Andrea Scharnecchia, VP of Marketing at Lyris Inc. The information that I got from this session will greatly improve the success of my email marketing campaigns and improve the return on marketing investments made in me. Tomorrow I will be participating in another webcats. This one is titled “Facebook Marketing: Leveraging the World’s Most Popular Social Network”. I am looking forward to what I will gain from this.
Tata Poco Project for International Marketing
Marketing Entrance Strategies
For Anne Watson‘s International Marketing class in the Summer semester, My team and I prepared a project on bringing the Tata Nano to another market. We chose to bring the Tata Nano to Mexico. We chose Mexico because we felt that this market had a need for a ‘peoples car’, the same way that India did. In the project we chose to rename the vehicle the Poco to better represent the car in the Spanish-speaking culture of Mexico. We prepared the project based on a Hierarchical mode using Sales and Production Subsidiaries; where by R & D would remain in the home country and Manufacturing, Marketing and Sales would take place in the host country. This was one of my favorite projects and we did very well on it. Below are the power point and report.
In Depth Interviews
I recently prepared a research article, in the form of a blog, for Cyri Jones‘ Marketing Research course
. It was my first experience using a blog and found the exercise to be a good learning experience. I chose the topic In-Depth Interviews. The article provides basic information about what an in-depth interview is, what they are used for and how to conduct them. To view my article/blog click here.
MRIA Event
Tenneille Sailor, Janine Canon, Myrosha Daley, and Judy Zaichkowsky
At a recent MRIA event I had a chance to hear Judy Zaichkowsky speak about a study that she had done on design and the impact it had on peoples purchasing decisions. The presentation was titled “Whose Design Is It Anyways?” and was held at Century House Restaurant in Vancouver, BC. Zaichkowsky The studies used lamps designed by a famous Japanese artist, a Chinese knock off, and an IKEA interpretation. Questions were asked of the respondents about price, brand name, and “priming designer” and the difference preferences for the lamps was recorded. The studies found that when price is not considered consumers chose the “designed” lamp. When the respondents had prior information about a brand name or designer they often chose the lamp associated with the name or designer. Even when the information was provided falsely. The presentation was fascinating. I had a chance to speak with Judy before the presentation and found out that she is the author of my Consumer Behavior textbook.
Market Research Project
Our group, Sometimes Y, is currently preparing a project for our Market Research course. We are working with a restaurant downtown that has experienced a decline in sales. After discussing the problem with the manager we identified that we needed to conduct research in order to identify if the decline is a result of:
- external forces eg. many new restaurants opening in immediate area or the economy
- internal eg. menu needs updating, atmosphere needs improvement, or lack of awareness
We then decided to employ two market research tactics:
- An online survey sent to an email data base of our clients customers
- An observation study of business levels at several competitor restaurants in the area
This project is still in progress. We have conducted the observation study and are in the process of conducting the online survey. The process has been a great learning experience and I believe that the results will provide valuable information for our client.