The Benefits Of International Market Research Introducing Disneyland To New Markets

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The Benefits of International Market Research. Introducing Disneyland to New Markets.

Author :
Publisher : GRIN Verlag
ISBN 13 : 3346424170
Total Pages : 20 pages
Book Rating : 4.3/5 (464 download)

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Book Synopsis The Benefits of International Market Research. Introducing Disneyland to New Markets. by :

Download or read book The Benefits of International Market Research. Introducing Disneyland to New Markets. written by and published by GRIN Verlag. This book was released on 2021-06-18 with total page 20 pages. Available in PDF, EPUB and Kindle. Book excerpt: Essay from the year 2019 in the subject Economics - Macro-economics, general, grade: 2,3, , language: English, abstract: This paper will look into the benefits of international market research for a global company like The Walt Disney Company when expanding to foreign markets on the example of the financial disaster of Disneyland Paris. After an introduction to international market research and the Walt Disney Company, secondary market data of Disneyland California and Paris will be compared. From the data a conclusion will be drawn, if a global company like the Walt Disney Company can operate with only one market concept or if international market research and a small adaptation of the concept to the foreign market has any significant benefits in terms of market success. Nowadays, the Walt Disney Company is known all over the world. It has set up different businesses in over 40 countries, including six Disneyland resorts. When Walter Elias Disney created the plan for the first Disneyland , the Disneyland Resort in California, he had a vision of a constantly growing and changing amusement park full of imagination. After Walter Elias' death and the financial success of the first Disneyland in California, the Walt Disney Company tried to continue to fulfill his vision. They created new Disneyland’s in Florida, Tokyo, France, Hongkong and Shanghai. All of the amusement parks generated huge profits for the Walt Disney Company except Disneyland Paris, which makes losses of nearly €2 billion. As the Disneyland concept worked in California, Florida and Tokyo, the Walt Disney Company did not consider it as necessary to do profound market research before opening Disneyland Paris.

Disneyland International Marketing Mix

Author : Jenny Haberer
Publisher : Grin Publishing
ISBN 13 : 9783640735976
Total Pages : 0 pages
Book Rating : 4.7/5 (359 download)

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Book Synopsis Disneyland International Marketing Mix by : Jenny Haberer

Download or read book Disneyland International Marketing Mix written by Jenny Haberer and published by Grin Publishing. This book was released on 2010-10 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2008 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,3, Anglia Ruskin University, language: English, abstract: In 2005 Mickey, Minnie and all the other famous Disney characters moved to a "brand-new" home, when the company opened its third theme park outside the US - Hong Kong Disneyland. International growth is a key objective for Disney. Various factors have an impact on a company's ability to outclass competitors. One important element is the international marketing mix. In Hong Kong, Disney applied a marketing mix, which is different to their past approaches.Instead of doing business the American way, Disney was more culturally sensitive, for good reasons.

Strategic marketing analysis of Walt Disney’s Parks and Resorts

Author : Isabelle Köhler
Publisher : GRIN Verlag
ISBN 13 : 3656630569
Total Pages : 33 pages
Book Rating : 4.6/5 (566 download)

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Book Synopsis Strategic marketing analysis of Walt Disney’s Parks and Resorts by : Isabelle Köhler

Download or read book Strategic marketing analysis of Walt Disney’s Parks and Resorts written by Isabelle Köhler and published by GRIN Verlag. This book was released on 2014-04-04 with total page 33 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2013 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,0, San Diego State University (College of Business Administration), language: English, abstract: The Walt Disney Company is one of the biggest media and entertainment corporations worldwide. It was founded by Walt Disney in October 1923 starting with the production of a series of Alice Comedies. The first Mickey Mouse cartoon was then released in 1928 (The Walt Disney Company, 2013a). Today the company operates in five business segments: media networks, studio entertainment, consumer products, interactive media and parks and resorts (The Walt Disney Company, 2013b): the Media Networks comprise broadcast, cable, radio, publishing and digital businesses across two divisions – the Disney/ABC Television Group and ESPN Inc. Disney Studios include Walt Disney Animation Studios and Pixar Animation Studios, Disneynature, Marvel Studios, Lucasfilm and Touchstone Pictures. They also own two music labels and theatrical groups producing Broadway shows like ‘The Lion King’ or ‘Disney on Ice’. Disney Consumer Products is the world largest licensor and delivers toys, apparel and books. They operate 350 Disney retail stores worldwide. The business segment Interactive Media creates entertainment for digital media platforms like games. Finally, the segment parks and resorts comprises five vacation destinations with 11 theme parks and 44 resorts in North America, Europe and Asia, with a sixth destination currently under construction in Shanghai. They also have four Disney Cruise Line ships; 12 Disney Vacation Clubs approaching a total of 200,000 member families; and Adventures by Disney, which provides guided family vacation experiences to global destinations. In 2013, Disney earned revenues of $45,041 million which represents an increase of 7% compared to 2012. The net income gained 8% to $6,136 million and the earnings per share for the year 2013 increased 8% to $3.38 (The Walt Disney Company, 2013c, p.1). Its profits amount to $5.6 billion and the market cap is $103.96 billion which makes the company very valuable. At the moment Disney has approximately 166,000 employees around the world (Forbes, 2013). The parks and resorts segment was one of the main growth drivers in 2013: they contributed more than 31% ($14.1 billion) to the overall company revenues and 21% to the segment operating income. (...) Therefore, the parks and resorts play a very important role in the company's brand portfolio. The paper will therefore focus on this business segment.

The Internet as a Device for Market Research

Author : Christopher Schroeder
Publisher : GRIN Verlag
ISBN 13 : 3640695038
Total Pages : 37 pages
Book Rating : 4.6/5 (46 download)

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Book Synopsis The Internet as a Device for Market Research by : Christopher Schroeder

Download or read book The Internet as a Device for Market Research written by Christopher Schroeder and published by GRIN Verlag. This book was released on 2010-09 with total page 37 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2010 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,3, AKAD University of Applied Sciences Pinneberg, course: Market Research, language: English, abstract: Companies constantly have to make decisions about the products and services they offer. In order to create successful products and services, it is necessary to know how consumers can become customers. Therefore it is essential for a company to under- stand who their (potential) customers as well as (potential) competitors are. Accord- ing to Kotler/Keller, it is "the job of marketing researchers to produce insight into the customer's attitude and buying behavior". Over the last years, the Internet has been a fast developing technology. Especially services like email or chat-rooms are used in everyday life by millions of people.2 The usage of the Internet has spread very fast through nearly the whole society. It is estimated that today nearly 67% of U.S. households have access to the Internet. Kotler/Keller state that online research " ...] was estimated to make up 33 % of all survey-based research in 2006, and Internet-based questionnaires also accounted for nearly one-third of U.S. spending in market research surveys in the same year". This raises the question whether the Internet is a suitable device for market research. This paper will discuss the use of the Internet for conducting market research on sales markets. First, the concept of market research, as well as what is understood by the term 'Internet', will be defined. Thereafter it will be discussed whether and how the Internet can be of assistance to market research.

Strategic Management

Author : Dyer
Publisher : John Wiley & Sons
ISBN 13 : 111988909X
Total Pages : 563 pages
Book Rating : 4.1/5 (198 download)

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Book Synopsis Strategic Management by : Dyer

Download or read book Strategic Management written by Dyer and published by John Wiley & Sons. This book was released on 2023-01-24 with total page 563 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Tourism and Hospitality Marketing

Author : Simon Hudson
Publisher : SAGE
ISBN 13 : 1849204888
Total Pages : 490 pages
Book Rating : 4.8/5 (492 download)

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Book Synopsis Tourism and Hospitality Marketing by : Simon Hudson

Download or read book Tourism and Hospitality Marketing written by Simon Hudson and published by SAGE. This book was released on 2009-05-12 with total page 490 pages. Available in PDF, EPUB and Kindle. Book excerpt: With over 70 global case studies and vignettes, this textbook covers all the key marketing principles applied to tourism and hospitality, showing how these concepts work in practice and demonstrating the diverse range of tourism and hospitality products on offer. Chapters are packed with pedagogical features that will help readers consolidate their learning, including: - Chapter objectives - Key terms - Discussion questions and exercises - Links to useful websites - Profiles of successful individuals and organizations Tourism and Hospitality Marketing is accompanied by a website that offers lecturers answers to the discussion questions and exercises in the book, case study questions, a test bank, PowerPoint slides and a list of additional teaching resources.

Brand Admiration

Author : C. Whan Park
Publisher : John Wiley & Sons
ISBN 13 : 1119308070
Total Pages : 292 pages
Book Rating : 4.1/5 (193 download)

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Book Synopsis Brand Admiration by : C. Whan Park

Download or read book Brand Admiration written by C. Whan Park and published by John Wiley & Sons. This book was released on 2016-09-16 with total page 292 pages. Available in PDF, EPUB and Kindle. Book excerpt: Brand Admiration uses deep research on consumer psychology, marketing, consumer engagement and communication to develop a powerful, integrated perspective and innovative approach to brand management. Using numerous real-world examples and backed by research from top notch academics, this book describes how companies can turn a product, service, corporate, person or place brand into one that customers love, trust and respect; in short, how to make a brand admired. The result? Greater brand loyalty, stronger brand advocacy, and higher brand equity. Admired brands grow more revenue in a more efficient way over a longer period of time and with more opportunities for growth. The real power of Brand Admiration is that it provides concrete, actionable guidance on how brand managers can make customers (and employees) admire a brand. Admired brands don't just do the job; they offer exactly what customers need (enabling benefits), in way that's pleasing, fun, interesting, and emotionally involving (enticing benefits), while making people feel good about themselves (enriching benefits). Providing these benefits, called 3 Es, is foundational to building , strengthening and leveraging brand admiration. In addition, the authors articulate a common-sense and action based measure of brand equity, and they develop dashboard metrics to diagnose if there are any 'canaries in the coal mine', and if so, what to do next. In short, Brand Admiration provides a coherent, cohesive approach to helping the brand stand the test of time. A well-designed, well-managed brand becomes a part of the public consciousness, and ultimately, a part of the culture. This trajectory is the fruit of decisions made from an integrated strategic standpoint. This book shows you how to shift the process for your brand, with practical guidance and an analytical approach.

Disney & His Worlds

Author : Alan Bryman
Publisher : Routledge
ISBN 13 : 1134849834
Total Pages : 200 pages
Book Rating : 4.1/5 (348 download)

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Book Synopsis Disney & His Worlds by : Alan Bryman

Download or read book Disney & His Worlds written by Alan Bryman and published by Routledge. This book was released on 2003-09-02 with total page 200 pages. Available in PDF, EPUB and Kindle. Book excerpt: This work provides an overview of the Disney organization, in particular the theme parks and their significance for contemporary culture. The author examines topics such as Walt Disney's life and how his biography has been constructed, the Disney Company in the years after his death and various writings about the Disney theme parks. He raises important issues about the parks such as: whether they are harbringers of postmodernism; the significance of consumption at the parks; and the representation of past and future. The discussion of theme parks links with the presentation of Disney's biography and his organization by showing how central economic and business considerations have been in their development and how the significance of these considerations is typically marginalized in order to place an emphasis on fantasy and magic.

Imagining the Global

Author : Fabienne Darling-Wolf
Publisher : University of Michigan Press
ISBN 13 : 0472900153
Total Pages : 201 pages
Book Rating : 4.4/5 (729 download)

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Book Synopsis Imagining the Global by : Fabienne Darling-Wolf

Download or read book Imagining the Global written by Fabienne Darling-Wolf and published by University of Michigan Press. This book was released on 2014-12-22 with total page 201 pages. Available in PDF, EPUB and Kindle. Book excerpt: Based on a series of case studies of globally distributed media and their reception in different parts of the world, Imagining the Global reflects on what contemporary global culture can teach us about transnational cultural dynamics in the 21st century. A focused multisited cultural analysis that reflects on the symbiotic relationship between the local, the national, and the global, it also explores how individuals’ consumption of global media shapes their imagination of both faraway places and their own local lives. Chosen for their continuing influence, historical relationships, and different geopolitical positions, the case sites of France, Japan, and the United States provide opportunities to move beyond common dichotomies between East and West, or United States and “the rest.” From a theoretical point of view, Imagining the Global endeavors to answer the question of how one locale can help us understand another locale. Drawing from a wealth of primary sources—several years of fieldwork; extensive participant observation; more than 80 formal interviews with some 160 media consumers (and occasionally producers) in France, Japan, and the United States; and analyses of media in different languages—author Fabienne Darling-Wolf considers how global culture intersects with other significant identity factors, including gender, race, class, and geography. Imagining the Global investigates who gets to participate in and who gets excluded from global media representation, as well as how and why the distinction matters.

Leisure Marketing

Author : Susan Horner
Publisher : Routledge
ISBN 13 : 1136387854
Total Pages : 426 pages
Book Rating : 4.1/5 (363 download)

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Book Synopsis Leisure Marketing by : Susan Horner

Download or read book Leisure Marketing written by Susan Horner and published by Routledge. This book was released on 2012-06-25 with total page 426 pages. Available in PDF, EPUB and Kindle. Book excerpt: Divided into nine parts, Leisure Marketing: a global perspective guides the reader through leisure and marketing concepts, the marketing mix, key issues in different sectors, topical issues (such as globalisation, marketing research and ethics, for example branding and environmental issues), and the future of leisure marketing. A section of the book is devoted entirely to international case studies, which illustrate and highlight key themes and issues raised throughout in order to facilitate learning. Example of international cases used are: Disneyland Resort, Paris: The Marketing Mix Manchester United Football Club: Marketing the Brand The Growth of the Online Retail Travel Market Hilton Head Island, USA: The Leisure Island for Golf and Leisure Shopping Health, Leisure and Tourism Marketing including Spa Hotels, Health Clubs and lake Resorts. This book combines real world experience with a solid theoretical framework. It is essential reading for anyone studying, teaching or working in marketing in the leisure industry.

The Marketing Era

Author : Kalman Applbaum
Publisher : Routledge
ISBN 13 : 1135943125
Total Pages : 300 pages
Book Rating : 4.1/5 (359 download)

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Book Synopsis The Marketing Era by : Kalman Applbaum

Download or read book The Marketing Era written by Kalman Applbaum and published by Routledge. This book was released on 2004-06-01 with total page 300 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing has situated itself as an indispensable tool in today's business world-an unavoidable step in the process from production to consumption. This book is the first of its kind to map out the organizing principles and cultural logic of marketing, and trace the profession's ascent to global domination. Applbaum argues that marketing can be seen as a particular set of cultural practices that surfaced in reaction to the affluence of Western society, and not the answer to the call of inherent human needs and wants. In order to understand globalization, transnational corporations, and the spread of consumer culture, one must understand the logic of marketing.

Introduction to Business

Author : Lawrence J. Gitman
Publisher :
ISBN 13 : 9781998109319
Total Pages : 0 pages
Book Rating : 4.1/5 (93 download)

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Book Synopsis Introduction to Business by : Lawrence J. Gitman

Download or read book Introduction to Business written by Lawrence J. Gitman and published by . This book was released on 2023-05-19 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Digital Marketing Fundamentals

Author : Marjolein Visser
Publisher : Routledge
ISBN 13 : 1000035328
Total Pages : 809 pages
Book Rating : 4.0/5 ( download)

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Book Synopsis Digital Marketing Fundamentals by : Marjolein Visser

Download or read book Digital Marketing Fundamentals written by Marjolein Visser and published by Routledge. This book was released on 2019-11-04 with total page 809 pages. Available in PDF, EPUB and Kindle. Book excerpt: Digital Marketing Fundamentals is the first comprehensive digital marketing textbook to cover the entire marketing process. The academic theory behind Digital Marketing, as well as techniques and media, is discussed. Digital Marketing Fundamentals is easy to read and contains many international examples and cases. The Dutch version of this book (Basisboek Online Marketing) has become a standard issue in The Netherlands. In this book, all relevant aspects of digital marketing are addressed: strategic aspects, the use of the Internet for market research, product development and realisation, branding, customer acquisition, customer loyalty and order processing. The book also discusses effective websites and apps, digital analytics and planning, and management. The application of social media and mobile communications is seamlessly integrated into the topics. Digital Marketing Fundamentals is suitable for commercial and management courses in higher education, including universities and business schools, and for professionals working in digital marketing. To request access to the book's online resources, please click here: http://www.digitalmarketing.noordhoff.nl For FAQs: https://www.basisboek-onlinemarketing.nl/faq-lecturers.html

Cross-cultural Management

Author : Terence Jackson
Publisher : Digital Press
ISBN 13 : 9780750619332
Total Pages : 423 pages
Book Rating : 4.6/5 (193 download)

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Book Synopsis Cross-cultural Management by : Terence Jackson

Download or read book Cross-cultural Management written by Terence Jackson and published by Digital Press. This book was released on 1995 with total page 423 pages. Available in PDF, EPUB and Kindle. Book excerpt: Transcultural management ; Management styles ; Intercultural communication.

Global Marketing Management

Author : Masaaki (Mike) Kotabe
Publisher : John Wiley & Sons
ISBN 13 : 111988876X
Total Pages : 802 pages
Book Rating : 4.1/5 (198 download)

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Book Synopsis Global Marketing Management by : Masaaki (Mike) Kotabe

Download or read book Global Marketing Management written by Masaaki (Mike) Kotabe and published by John Wiley & Sons. This book was released on 2022-10-04 with total page 802 pages. Available in PDF, EPUB and Kindle. Book excerpt: An indispensable resource for students of marketing, management, and international business In the newly revised ninth edition of Global Marketing Management, a decorated team of international marketing professionals delivers an authoritative discussion of the realities of global marketing in today’s economy and an insightful exploration of the future of marketing to an international audience. You’ll obtain an integrated understanding of marketing best practices on a global scale, complete with relevant historical background and descriptions of current marketing environments. The latest edition builds on four major structural changes to the global marketing environment: growing anti-globalization sentiment, the growth of information technology tools, the increasing demand for personalization, and the environmental impact of business activity. In-depth case studies offer lively discussions of real-world global marketing campaigns and are accessible online. Global Marketing Management also provides: Thoroughly updated examples and case studies with contemporary information An ongoing emphasis on the increased volatility and uncertainty of today’s global markets Updated discussions of the balance to be struck between pursuing economies of scale and respecting unique cultural sensitivities New explorations of major global environmental and ethical issues New chapters on emerging markets, internet marketing, and corporate social responsibility

International Business

Author : Donald A. Ball
Publisher : McGraw-Hill Companies
ISBN 13 : 9780072356762
Total Pages : 792 pages
Book Rating : 4.3/5 (567 download)

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Book Synopsis International Business by : Donald A. Ball

Download or read book International Business written by Donald A. Ball and published by McGraw-Hill Companies. This book was released on 2002 with total page 792 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Girlhood on Disney Channel

Author : Morgan Genevieve Blue
Publisher : Taylor & Francis
ISBN 13 : 1317365062
Total Pages : 235 pages
Book Rating : 4.3/5 (173 download)

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Book Synopsis Girlhood on Disney Channel by : Morgan Genevieve Blue

Download or read book Girlhood on Disney Channel written by Morgan Genevieve Blue and published by Taylor & Francis. This book was released on 2017-03-03 with total page 235 pages. Available in PDF, EPUB and Kindle. Book excerpt: Since the early 2000s, Disney Channel has been dominated by original live-action programming popular among tween girls. The shows’ successes rely not only on their popularity among girl audiences, but also on the development of star personae by girl performers, such as Raven-Symoné, Miley Cyrus, and Selena Gomez. In addition, these programs and their performers have spawned lucrative media and merchandising franchises for the Walt Disney Company. This book includes analyses of this Disney Channel programming, as well as Disney corporate reports and executive statements, together with Disney Channel stars’ performances, promotional appearances, media production, philanthropic efforts, and entrepreneurism. Analyzing these texts, performances, activities, and personae, it considers the ways in which they reproduce celebrity, visibility, and feminine performativity as central to successful twenty-first century girlhood.