Coursework.Info - Inspiration in an Instant

On the left is an image preview of every page of this document, and below are the first 150 words with formatting removed:

ABSTRACT 4 CHAPTER 1: INTRODUCTION 5 1.1 WHAT IS THE PROJECT ABOUT 5 1.2 COMPANY BACKGROUND 6 1.3 WHY IS THE TOPIC IMPORTANT 7 1.4 AIMS AND OBJECTIVES 8 1.4.1 Aims 8 1.4.2 Objectives 8 CHAPTER 2: LITTERATURE REVIEW 9 2.1 LUXURY GOODS 9 2.2 GLOBAL MARKETING 10 2.2.1 Home market versus Global market 11 2.2.2 Market Entry Strategy 12 2.1.3 Standardised versus Adapted marketing mix. 13 2.1.4 Global marketing and the 4 P's 14 2.3 TARGET MARKETS 15 2.3.1 Assessing and Selecting Attractive Segments 15 2.4 COMPETITORS 16 2.4.1 Three things companies should know about competitors 16 2.5 PRODUCT LINES 17 2.5.1 Product line length 17 2.6 DISTRIBUTION CHANNELS 18 2.6.1 Intermediaries 18 2.6.2 Choice of channels 18 2.6.3 Three generic distribution channels 19 2.7 ADVERTISING 19 2.7.1 Target Audience 19 2.7.2 Advertising Objectives 20 2.7.3 Advertising Budget 20 2.7.4 The message 21 2.7.5 Selecting the media 21 2.7.6 Evaluating the effectiveness of advertising 22 CHAPTER 3: SOURCES AND METHODS 23 CHAPTER 4: DATA PRESENTATION AND ANALYSIS 27 4.1 MARKETING ACTIVITIES 27 4.1.1 Main Target Market 27 4.1.2 Customers 28 4.2 ADVERTISING MEDIA 29 4.2.1 United States 30 4.2.2 Italy 31 4.3 ADVERTISING STRATEGIES 32 4.4 THE ADVERTISING CAMPAIGN 32 4.5 CULTURE AND ADVERTISING 33 4.6 SELLING POINTS 34 4.6.1 United States 35 4.6.2 Italy 35 4.7 DISTRIBUTION CHANNELS 36 4.8 PRODUCTION 36 4.9 COMPETITORS 38 4.9.1 United States 38 4.9.2 Italy 39 4.10 THE IMPORTANCE OF THE HOME MARKET 39 CHAPTER 5: CONCLUSION 41 5.1 DISCUSSION 41 5.2 IMPROVEMENTS 42 BIBLIOGRAPHY 43 Books 43 Articles 44 Web Sites 45 APPENDIX A: PRIMARY RESEARCH 47 QUESTIONNAIRE 48 INTERVIEW 52 APPENDIX B: SECONDARY RESEARCH 54 ABSTRACT This project sets out to provide a comparative study of the marketing activities of the international fashion company Salvatore Ferragamo in Italy, the home market, and the United States, the most important foreign market. As distances and differences between countries are diminishing due to the improvements in communication, transport and...

To see the full version of this document, and 145,348 others