Abstract
This paper is based on findings from a research project that aimed to examine the investment environment in China (Far East/Pacific Rim). The goal of the research is to assist the C.E.O of the Quality Inns Hotel Chain gather the information to analyse and evaluate the profile of the hotel industry in China. The paper identifies and discusses five main categories of facts and issues that Quality Inns Hotel Group will be facing when enter to China hotel industry, namely: market and development of the industry; political and economical environment; operational issues; suitable key strategies; and logical way and order to develop.

Abstract
Introduction
Literature Review
Economic and Political Environment
The Market and Development of the Hotel Industry in China
The Hotel Operation Issues in China
Strategies
A Logical and Effective Route of Development
Recommendation and Conclusion

From the Paper
"Many studies on international business management have focused on cultural differences, cultural adjustment and adjustment failures of expatriate managers (Pizam, 1993; Hall and Hall, 1990; Francis, 1991; Lee, 1998; Tse, Francis and Walls, 1994). One study reported about a 40% failure rate of expatriates assigned to overseas positions (Tung, 1981). These failures were not the result of technical incompetence, but were because of cultural differences in the foreign country. Communication across cultures has a major impact on the effectiveness of management operations (Munter, 1993; Shuter, 1989). Since language is an important tool for communication, the expatriate manager's ability to speak the host language can enhance his management effectiveness and help gain respect from local staff (Harries and Bandin, 1973; Seward, 1975; Terpstra, 1978).
Expatriate managers in China might experience confusion, frustration and failure due to sudden government policy changes (Shenker, 1990; Stross, 1991)."

Tags:culture, expatriate, issues, manager, operational, polical, quality, service, shanghai

Abstract
This paper outlines a marketing plan for the European Passenger Business of British Airways (BA). BA's communications strategy to date is reviewed and new objectives and targets to be achieved over the next year are set, in order to increase brand awareness and a loyal customer base. BA's current situation and strategy is analyzed and the key problems and areas of weakness that need to be addressed are identified.

From the Paper
"However, events over the past three years (both internal and external) have hit profit margins and damaged the brand's reputation and image, which have impacted sales. The Future Size and Shape plan was developed and implemented in 2002 to restructure the business and reduce costs, in order to achieve profits. Associated reductions in employee numbers amount to around 15,000. However, employee dissatisfaction has grown, with unions threatening strike action on an annual basis (August bank holiday weekend 2003 and 2004). Most recently this culminated in 100 flights being cancelled at Heathrow, partly due to staff shortages, which was estimated to have cost BA 10m. Press coverage has been highly negative partly fuelled by BA's poorly planned compensation offer (free flights to some employees, whilst customers have to apply for their money back). BA's share price (see figure 1) has been affected by these developments, in addition to external factors such as fuel price rises."

Tags:air, travel, international, airline

Abstract
This paper comprises of a literature review to better understand the concept of service quality and thereafter focuses on a research survey regarding the determinants of service quality at a chain of primary care clinics. The paper identifies areas of improvement and mechanisms through which such improvements might be achieved. The results of the survey are analysed and paper concludes with recommendations to management.

Outline
Background
Literature Review: Service Quality Concepts
Service and Quality Definitions
Obstacles to Attaining Service Quality Improvements
Service Quality Model
Extended Marketing Mix
Conclusion
Research Methodology
Results and Discussion
Consumer Expectation-Management Perception Gap 1
Service Quality Specification Gap 2
Service Delivery Gap 3
External Communication Gap 4
Expected Service Versus Perceived Service Gap 5
Recommendations
Annexure One: References
Annexure Two: Research Process
Step 1: Define the Problem and Research Objectives
Step 2: Develop the Research Plan
Research Approach
Research Instrument
Sampling Plan
Limitations of the Research
Step 3: Collect the Information
Step 4: Analyse the Information
Step 5: Present the Findings
Annexure Three: Aggregated Data

From the Paper
"Quality in a service organisation is a measure of the extent to which the service delivered meets the customer's expectations. The nature of a service means that the customer is present in the delivery process. Both the service outcome, as well as the service process influences the perception of quality. The perceived quality can be aligned with a continuum unacceptable quality at one end and ideal quality at the other with graduations of quality in between. This implies that prior expectations are compared with actual service delivery and the service outcome and it is this comparison that leads to perceived quality."

Tags:medicross, customer, marketing

Abstract
Internet retailers and High St. shops were analysed in this report on the effectiveness of on-line music business retail comparative to traditional chain stores and independants. In the interviews people were asked to give their reasons they prefered buying in any specific manner and these answers were analyzed.

From the Paper
"Years ago, when the internet first emerged in its current form, the thought that one day we would be buying anything, let alone household products, using a computer was laughable. So why did things change? Or did they change at all? Do we now buy more things over the Internet than anyone could ever imagine? Or is it all just still, well quite frankly, a bit of a grey area? "

Tags:internet, marketing, retail, uk, music, industry, cyber, business

Abstract
This paper discusses the changing nature of the personal selling function, referring to the importance of organization adopting a relational outlook rather than a traditional transactional marketing philosophy. It incorporates the contribution that personal selling makes in terms of achieving organizational objectives and the changing role of the salesperson. It also involves a brief discussion of the selling process and how knowledge of this can be utilized in order to influence the consumer decision-making process. It examines the main objectives that personal selling can achieve and the function of personal selling in terms of implementing marketing strategies.

From the Paper
"The selling process has evolved in such a way that it has increased the importance of the sales team in the eyes of the buyer (Wotruba, 1980,). One of the biggest factors to have influenced the changing role of the salesperson is technological innovation (Anderson, 1996). Companies such as IBM have introduced electronic notebooks and electronic data interchange in order to improve communication between sales managers and the sales team. In order to define the changing nature of the personal selling function, it is necessary to distinguish the six phases of the selling process as described by Jobber and Lancaster (2000). The six phases are: the opening of the sale, need and problem identification, the presentation and demonstration, dealing with objections (although this can occur at various stages in the selling process), the negotiation, closing the sale and following up the sale. In relation to Noonan's (1998) statement, certain phases of this process will be of increased importance in terms of implementing marketing strategy and tactics at the customer interface."

Tags:management, relational, sales, transactional

Abstract
This paper examines two organizations: Exxon Mobil and The Body Shop. It suggests that in the case of The Body Shop, the presence of an ethical code has increased their commitment to ethical marketing practices. However, in the case of Exxon Mobil, the presence of an ethical code does not necessarily ensure a strong commitment to ethical marketing practices. It concludes that the presence of an ethical code can only increase organizational commitment to ethical marketing practices if it is enforced by either an ethics officer or an ethical awareness program. In addition, it shows how the effectiveness of ethical codes can vary between organizations and industries.

From the Paper
"The Body Shop is an organization that set themselves tough standards within their code of ethics; their mission is to dedicate its business to the pursuit of environmental and social change (Anon 1, 2004). In an organizational context, the code of ethics has been developed in order to support the marketing objectives and the mission statement of the company. Due to the size of the company, the actions of the Body Shop are visible to the public and the external pressure to manage ethical activities is far greater than that of a smaller company (Weaver, 1993). Therefore, any mismanagement of ethical activities will reflect badly on the company and contradict the high expectations that have been outlined within the code of ethics. Weaver (1993) reinforces this perspective suggesting that it can be potentially dangerous for a company to use ethics as a positioning tool."

Tags:body, exxon, mobil, shop

Abstract
This paper examines how, as increasing numbers of businesses look to expand and develop their consumer and market base through the internationalisation of their operations, managers are recognising the importance of effective international marketing to counter the increased levels of uncertainty and complexity. It focuses specifically on the role of culture in the formulation of international marketing strategies, using a number of examples to highlight the points raised. Firstly, international marketing strategies are considered in more detail, followed by an exploration of the concept of culture and its influence on international marketing strategies.

Outline
Introduction
What are International Marketing Strategies?
Understanding Culture
The Role of Culture in International Marketing Strategy Formulation
Hofstede?s Five Dimensions
Hall and Hall?s High-Low Context
Direct Influence on Marketing Mix
Product
Price
Place
Promotion
Importance of Ethics
Critiquing the Role of Culture
Conclusions
References
Appendix 1

From the Paper
"Since value judgements vary between and within cultures, perceptions of what constitutes acceptable behaviour also differ: for example a gift in one country may be considered a bribe in another (Cateora and Ghauri, 2000; Doole and Lowe, 2001). Kotabe and Helsen (2004 p.171) highlight the significance of this for international marketers who "must understand and respect cultural subtleties, whilst finding the limits of ethical behaviour"; since a company's ethical stance may affect its ability to do business in some countries. For example, Motorola's lengthy "Code of Business Conduct", sets out standards for accepted behaviour throughout the organisation (see www.motorola.com). They recognise the "ethical legitimacy" of gift-giving in Japan, but decline to "participate in the practice" (Hamilton and Knouse, 2001 p.87). This allows the company to show respect for Japanese culture, whilst maintaining its own corporate values. Similarly, consideration should be given to product usage and production processes, which may not be appropriate in certain cultures or environments."

Tags:culture, hofstede, business

Abstract
This paper examines how Guinness enjoys a kind of monopoly in the 'stout beer' segment in the U.K. market and how it stands at the 5th position in the overall beer sales. It proposes relationship, direct and database marketing for the U.K. including market analysis, customer analysis, communications plan and budgeting.

Outline
Introduction
Situational Analysis
Customer Analysis
SWOT Analysis
Objectives
Segmentation
Targeting
Positioning and Creative Strategy
Database Strategy
Communications Plan
Communication Objectives
Relationship & Direct Marketing
Advertising
Sponsorships
Time Plan
Budgeting
Conclusion
References
Appendix

From the Paper
"Guinness has a distinct positioning due to its product characteristics such as dark color; creamy head and the unique two-step pour process. It is seen as a premium beer and is positioned in the specific 'stout' category with to be drunk only on certain occasions. A major change in the positioning is not required, however we suggest a minor drift towards the wider beer category, which can be had on a regular basis. And also its association with occasions such as the St. Patrick's Day, Sports matches, Christmas etc. should be maintained which the company can capitalize."

Tags:beer, database, stout

Abstract
This paper is about the underlying themes of Naomi Klein's best-selling "No Logo" (2000), the "book that became a movement," a passionate anti-globalization manifesto. The paper looks at the underlying themes of Fordism and post-Fordism, consumer culture and globalization, and analyzes Klein's arguments while drawing on a variety of sources, both literary, -- William Gibson, Aldous Huxley and George Orwell, and academic --Kennedy & Cohen plus contrasting Klein's socialist agenda with libertarian principles.

From the Paper
"In No Logo, Naomi Klein analyzes the effects of modern advertising on Western society and culture in the late 90s. She argues, for the most part, against its far-reaching effects on everyday life, as well as on the ethical issues associated with the move to a post-Fordist society, where production takes place in third world countries under what is, in effect, 19th century conditions."

Tags:anti, fordism, post, fordism, advertising, globalization, Keynsian, naomi, klein, libertarian, economics, post-socialism, third, world

Abstract
This paper examines how there are numerous methods of scanning the environment, which include PEST and SWOT analyses and Porter?s Five Forces. It looks at how these are used to detail and critically analyse the main market and industry factors that a company should consider when deciding upon market entry strategies in the global playing field. It dicusses how one of the most important aspects of a firm?s entry strategy is the actual mode of entry and therefore refers to the main modes of exporting, licensing, franchising, joint ventures and wholly owned subsidies (WOS) to illustrate how market and industry factors affect the entry mode choice. Specific reference is given to entering the Japanese market, using Boots, Starbucks, Toys ?R? Us and BMW as case studies.

Outline
Introduction
Market Entry Strategy Decisions
PEST analysis
Political
Economic
Social
Technical
Japan in the Late-1990s
SWOT Analysis
Porter?s Five Forces Model
Conclusions
References
Other sources

From the Paper
"Many businesses are continually looking to expand and develop their consumer and market base, through the internationalisation of their operations, in order to take advantage of overseas markets. Levels of uncertainty and complexity increase when entering and expanding into more diverse markets outside the home nation, therefore it is crucial that companies have clear strategies (Lim et al., 1996). The decision to enter a new market will be determined by the corporate culture and individual company objectives (Sumrall, 2003), which include the level of resources the company is prepared to commit; the amount of control desired; and the level of risk the company is prepared to take (Tse et al., 1997; Chung and Enderwick, 2001). However, since a company looking to operate internationally will not function in isolation, the external environment should also be considered. The process of environmental scanning, whereby information about the internal and external environment is gathered and analysed, is a vital aid in strategic decision-making (Muralidharan, 2003). Environmental scanning details the many market and industry factors that need to be considered when making decisions on how and when to enter a new market."

Tags:bmw, boots, pest, porters, strategy, studies, swot