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When Kodak sets the general price range of its cameras low and its related film high Kodak is practicing what?
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∙ 12y ago
Market penetration
Wiki User
∙ 12y ago
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Holistic marketing orientation and customer value?
A HOLISTIC MARKETING ORIENTATION AND CUSTOMER VALUEA holistic marketing orientation can also provide insight into the process of capturing customer value. One conception of holistic marketing views it as “integrating the value exploration, value creation, and value delivery activities with the purposes of building long-term, mutually satisfying relationships and co-property among key stakeholders.â€? According, to this view, holistic marketers succeed by managing a superior value chain that delivers a high level of product quality, service, and speed. Holistic marketers achieve profitable growth by expanding customer share, building customer loyalty, and capturing customer lifetime value.The holistic marketing framework is designed to address three key management questions:1. Value explorationHow can a company identify new value opportunities?2. Value creationHow can a company efficiently create more promising new value offerings?3. Value deliveryHow can a company use its capabilities and infrastructure to deliver the new value offerings more efficiently?VALUE EXPLORATIONValue flows within and across markets that are dynamic and competitive. Companies need a well-defined strategy for value exploration. Developing such a strategy requires an understanding of the relationships and interactions among three spaces:1. The customer’s cognitive space;2. The company’s competence space;3. The collaborator’s resource space.The customer’s cognitive space reflects existing and latent needs and includes dimensions such as the need for participation, stability, freedom, and change. The company’s competency space can be described in terms of breadthâ€"broad versus focused scope of business; and depthâ€"physical versus knowledge based capabilities. The collaborator’s resource space involves horizontal partnerships, where companies choose partners based on their ability to exploit related market opportunities, and vertical partnerships, where companies choose partners based on their ability to serve their value creation.VALUE CREATIONTo exploit a value opportunity, the company needs value-creation skills. Marketers need to identify new customer benefits from the customer’s view, utilize core competencies from its business domain and select and manage business partners from its collaborative networks. marketers must understand what the customer thinks about and wants to craft new customer benefits,. Marketers must also observe who the customer admires, who they interact with and who influences them.Business realignment may be necessary to maximize core competencies. It involves three steps:1. Defining the business concept2. Shaping the business scope3. Positioning the company’s brand identityThis is what Kodak is doing as sales from its traditional core businesses of film, camera, paper, and photo development have sagged, and consumers have abandoned film cameras for increasingly cheaper digital equipment, products, and services. Chairman and Chief Executive of Kodak stood in front of shareholders about 2 years ago and unveiled the company’s new strategy. He announced that Kodak was “determined to win in these new digital markets.â€? In order to do that the company plans to expand its line of digital cameras, printers, and other equipment for consumers, who are now using the Internet to transmit and display their digital images. Kodak also is stepping up efforts to deliver on-demand, color printing products for business and wants to increase its market share of the lucrative medical images and information services businesses.VALUE DELIVERYDelivery value often means substantial investment in infrastructure and capabilities. The company must become proficient at customer relationship management, internal resources management, and business partnership management. Customer relationship management allows the company to discover who its customers are, how they behave, and what they need or want. It also enables the company to respond appropriately, coherently, and quickly to different customer opportunities. To respond effectively, the company requires internal resources management to integrate major business processes like order processing, general ledger, payroll, and production within a single family of software modules. Finally, business partnership management allows the company to handle complex relationships with all its business associates.
What is the difference between branding and advertising?
Branding is to do with claiming ownership (as in branding cattle) or to give a name to a product. Examples: Chevrolet is a brand, Kraft is a Brand, Kodak is a brand, Holden is brand, Ford is a brand. In addition to naming a product, there is usually an attempt to create a specific image for the product or the brand - Kaptain Krunch or cattle station brands for example.Advertising is targeted at raising public awareness of the brand, usually by associating the brand with fun, cool things or by showing how the brand is better than another brand.Consider the Eveready and Duracell bunnies - Eveready and Duracell are the brands, the bunnies are trademarks of both companies and the product is batteries. The advertising push here is to assert that the batteries made by Eveready or Duracell will outlast the competition depending on which company is currently advertising. That both companies have bought into this cross-promotional advertising gambit is indicative of the phrase "there is no such thing as bad publicity"
What is the Swot analysis for eastman Kodak?
Strengths * Cost advantage * Asset leverage * Effective communication * High R&D * Innovation * Online growth * Loyal customers * Market share leadership * Strong management team * Strong brand equity * Strong financial position * Supply chain * Pricing * Real estate * Reputation management * Unique products Weaknesses * Bad communication * Diseconomies to scale * Over leveraged fiancial position * Low R&D * Low market share * No online presence * Not innovative * Not diversified * Poor supply chain * Weak management team * Weak real estate * Weak, damaged brand * Ubiquitiouegory, products, services Opportunities * Acquisitions * Asset leverage * Financial markets (raise money through debt, etc) * Emerging markets and expansion abroad * Innovation * Online * Product and services expansion * Takeovers Threats * Competition * Cheaper technology * Economic slowdown * External changes (government, politics, taxes, etc) * Exchange rate fluctuations * Lower cost competitors or imports * Maturing categories, products, or services * Price wars * Product substitution
How did Kodak Brownie help people?
The Kodak brownie was one of the first low priced and easily used cameras available to the general public.
Are all the Kodak Easyshare cameras compatible with the Kodak Easyshare printer dock?
The Kodak Easyshare cameras are great. The Kodak Easyshare are all designed to be compatible with the printer dock.
Where can I find discounted Kodak cameras?
Many retailers offer Kodak cameras online that are new. Walmart.com and Amazon.com offer good deals on Kodak cameras that would be appropriate for use by children.
What is a general snapshot?
A snapshot is a picture that is taken of an individual with a camera. General snapshots occurred before digital cameras were made, with some cameras such as Kodak, having pictures immediately ready for viewing.
Where can one purchase cheap Kodak digital cameras?
One can purchase cheap Kodak digital cameras from Best Buy, Overstock, Kodak and Amazon stores. Kodak digital cameras come with different specifications as well as various prices and colors.
What kodak cameras to they make in pink?
Kodak has several cameras that are pink,often sold at Toys R Us and Walmart.These include Kodak Easyshare M580,Kodak c713 ,and easyshare V1003.
Where can I compare Kodac digital cameras?
Bestbuy.com allows you to compare all the kodak cameras that they offer. You can also go directly to the kodak website and compare their cameras.
What price range can be found for Kodak Digital Cameras?
Kodak digital cameras usually cost around $100 to $200.
What do online reviews say about Kodak digital cameras?
Most online reviews of Kodak Digital cameras are positive. There are some bad ones also, but they basically say Kodak has average, everyday, user friendly cameras.
Where can Kodak digital cameras be bought in the UK?
Kodak digital cameras are available for purchase in the United Kingdom from a number of retailers. They can be found on Amazon, as well as directly from Kodak's website.
Where can I find Kodak camera supplies?
Kodak's website is a great place to find Kodak cameras and Kodak camera supplies. If you are looking for anything that involves Kodak cameras check out their website here: http://store.kodak.com/store/ekconsus/en_US/home
Are the lenses on a kodak camera interchangable with other brands of cameras?
No, Kodak camera lenses are only useful on Kodak cameras. However, several Kodak lenses are interchangeable with OTHER Kodak camera lenses. To see which ones, visit http://www.kodak.com.
