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You searched Library Catalogue - Author: Tye, Ling Lee
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Call Number (WOU)
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SP CEMBA 2013 59
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Author
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Gan, Fenhae
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Title
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The study of marketing mix focusing promotional strategy on men casual wear socks (Solidtex Industry Sdn Bhd) / Gan Fenhae
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Abstract
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The purpose of this study is to formulate an effective promotional strategy to market men casual socks. The company has been focusing on Original Design Manufacturing (ODM) and school socks business and would like to diversify into men casual socks market. In the next steps, this study takes about different type of socks, raw material, special features and related info about socks. In addition, the importance of customer satisfaction, customer empowerment and branding are indicated.
By looking into 4 independent variables – product quality, pricing, branding and distribution network, 121 respondents’ opinions are taken for final result computation and analyzed. Customers were selected by a random method. The limitation is the selected samples are not comprehensive to represent the whole population in Malaysia as potential buyers for men casual socks. The obtained results were analyzed by using Statistical Package for the Social Science (SPSS) to examine the proposed hypotheses and indicate the important elements from the independent variables.
Lastly, few recommendations in advertising and promotion are highlighted as important considerations to market men casual socks. Brand ambassador, advertising in quality dimension, promoted the brand name through social media and reinforce the brand with quality are discussed.
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Notes
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Final project report submitted in partial fulfilment of the requirements for the Degree of Master of Business Administration (CeMBA).
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Publisher/Year
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Penang : School of Business and Administration, Wawasan Open University, 2013.
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Physical Description
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1 online resource ( 87pages) : illustrations, text file, PDF.
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Subject
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Marketing -- Malaysia
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Subject
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Advertising
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Subject
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Marketing -- Management
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