Here is the synopsis of our sample research paper on Knowledge Creation and Tesco; The Successful Use of Technology and a Loyalty Scheme. Have the paper e-mailed to you 24/7/365.
Essay / Research Paper Abstract
This 18 page paper looks at how and why knowledge creation is important in the marketing environment. The paper shows how information does not equal knowledge and to become knowledge it needs to be in format that facilitates value creation for a company. The paper then considers the use of loyalty schemes, as pioneered by the hotel and airline industry and how they create an incentive for repeat purchases. It is only in more recent years that technology has enabled the use of data collected from a loyalty scheme to be proactively used to enhance marketing and commitment. The case of Tesco’s is used to demonstrates the value of knowledge and loyalty when they are brought together. The paper stars with an introduction, presents a literature review and then uses a case study to explore the application of theory to practice. The bibliography cites 18 sources.
Page Count:
18 pages (~225 words per page)
File: TS14_TEloytesco.rtf
Buy This Term Paper »
Unformatted sample text from the term paper:
equal knowledge, to become knowledge it needs to be in a dominate that facilitates value creation for a company. The use of loyalty schemes, as pioneered by the hotel and
airline industry have been useful, they create an incentive for repeat purchases, but it is only in more recent years that technology has enabled the use of data collected from
a loyalty scheme to be proactively used to enhance marketing and commitment. Tesco is a case that demonstrates the value that can be gained with their rise to the dominate
supermarket in the UK following the intrduction of their loyalty card scheme. Tesco use the scheme to collect market data and harvest customer data to personalise marketing mailing and offers.
Companies that want to implement loyalty schemes may learn a great deal from the way Tesco have used the loyalty scheme to create knowledge.
Table of contents 1. Introduction 2 2. Literature Review 3 3. Case Study and Analysis 13 3.1 Case Study 13 3.2 Analysis 16 4. Recommendations 19 References 20
1. Introduction The commercial environment is
becoming increasingly competitive. Companies need to find ways of keeping and then retaining customers. Marketing literature argues that to keep market share and increase sales the company needs to know
and understand their market (Kotler, 2003). It is only when the company understands their target market that the goods themselves and the marketing to attract the customers can be
developed in order to satisfy needs and appeal to the buying decision drivers. The motivations and needs of the customers may all
...