a history of the modern world palmer 10th edition pdf

This leads to a trend of green marketing used by the firm as one of the strategies in order to gain profit and protect the environment. Therefore, it is recommended that relatively low cost penetration strategy that ties customers to products through a dialogue approach be implemented to improve market share of MCN.Įnvironmental issue is a sizzling topic nowadays as almost every country's government and society has started to be more aware about these issues. The study also indicates that loyalty programs, free preview and discount pricing strategy have a significant influence in attracting competitors’ customers.

The findings suggest that penetration strategy which has the highest pay off with the lowest risk be adopted to improve market share of MCN. In accordance with the purpose of the study, deterministic decision making matrix model which enables to choose the most appropriate option out of the alternatives by using numeric criteria, was used. Data obtained were analysed by the use of Frequency Distribution Analytical method and Charts. Simple Random Sampling Technique was employed in the selection of the sample size. The sample size for the study was 83 respondents who were top management staff, middle management staff and lower management staff at MCN. Descriptive Survey method of research was used and primary data were obtained by the use of a structured questionnaire, interviews were conducted and observations were made. This study examined market penetration strategy as a growth strategy for improving market share of MCN. The findings and associated recommendations emphasize the critical nature of word-of-mouth and electronic word-of-mouth recommendations from satisfied clients, as wedding professionals rely on a customer base that is rarely prone to repeat business.

Thirty-two wedding professionals completed a questionnaire specific to social media and networking activities, most successful marketing outlets and barriers to utilizing social media. The purpose of this study was to gain insight to the use of social media outlets by wedding professionals and put forth suggestions for maximizing the social media mix for small event management companies. Wedding professionals are a sub-segment of event managers, and their use of social media is hindered by the nature of their business models, as most have few employees and negligible marketing budgets.

Despite the popularity of social media marketing, academic research specific to how event management companies use social networking to market their businesses is limited.

A history of the modern world palmer 10th edition pdf