Transcript Slide 1

Hi
Here come some
suggestions about
how to apply
APA Harvard style
Get your copy of the Student
Handbook
• Open the last page – there is a table with examples how to apply APA
Harvard. I email you the table for your reference 
Generally speaking it is very simple:
• When in the text you refer to the sources, on the slides…
everywhere in your paper REMEMBER: you give there only the family
name + year of publication. No first names, no initials, no title. For
example: Kotler (2009) or (Kotler, 2009), or (Kotler, 2009, p.161)
• In the Bibliography write all details about the source, starting
with the family name, initial and year, for example:
Kotler, P. (2009). Marketing Management (9th ed), Pearson
• NOTA BENE: The important things are:
– in the text refer only to the familyname+(year) or familyname+(year, p. …)
– In the Bibliography – give all details starting from the family name
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References
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Albaum, G., Strandskov, J., Duerr, E. (2002). International Marketing and Export
Management (4th ed.). Prentice Hall.
Baines, P., Fill, C.,Page, K. (2008). Marketing. Oxford University Press
Burca, S., Fletcher, R., Brown, L. (2004). International Marketing. Prentice Hall.
Cateora, P, Graham, J. (1999). International Marketing (10th ed.). The McGraw – Hill
Companies, Inc.
Ecommerce definition and types of ecommerce. Retrieved October 30, 2010, from
http://www.digitsmith.com/ecommerce-definition.html
Hollensen, S. (2004). Global Marketing (3th ed.). Prentice Hall.
Keegan, W., Moriarty, S., Duncan, T. (1992). Marketing. Prentice Hall.
Kotler, P., Armstrong, G. (2010). Principals of Marketing (13th ed.). Pearson Prentice Hall.
Krug, D., Lee, J., Warkentin, M., Chung, H. (2002). Electronic Commerce A Managerial
Perspective. Prentice Hall.
Nelson, A.,Nelson, W. (2002). Building Electronic Commerce with Web Database
Constructions. Addison Wesley.
List them in Alphabetical order please !
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Remember !
• Whenever you state something, which a student
could not know on his/her own experience, the
source has to be referred to in the text. If there is
no reference in the text this is a clear case of
copy/paste or hidden plagiarism and we are
obliged to find evidence for that.
• The student gets a higher mark when he/she
refers to many sources (evidence for efforts and
dedication) and a low mark or zero+yellow card
when there are facts/statements which are
obviously taken from somewhere and not referred
to the source
A few examples of
good ref to the source
in the text
Internet usage Statistics
World Regions
Africa
Population
Internet Users
Internet Usage
% Population Usage %
Usage Grpwth
(2008 Est.)
Dec .1, 2000
(2008 EST.)
(Penetration) of World 2000-2008
955,206,348
4,514,400
51,065,630
5.30%
3,776,181,949
114,304,000
578,538,257
15.30%
39.50% 406,1%
Europe
800,401,065
105,096,800
384,633,765
48.10%
26.30% 266,0%
Middle East
197,090,443
3,284,800
41,939,200
21.30%
North America
337,167,248
108,096,800
248,241,969
73.60%
17.00% 129,6%
Latin America/Caribbean
576,091,673
18,068,919
139,009,209
24.10%
9.50% 669,3%
33,981,562
7,620,480
20,204,331
59.50%
1.40% 165,1%
6,676,120,288
360,985,492
1,463,632,361
21.90%
100.00% 305,5%
Asia
Oceania/Australia
WORLD TOTAL
SOURCE: http://www.internetwoldstatus.com Copyright 2001-2008, Miniwatts Marketing Group.
3.50% 1,031,2%
2.90% 1,176,8%
“I am often asked if Network Marketing is a Pyramid
Scheme. My reply is that corporations really are
pyramid schemes. A corporation has only one person
at the top, genrally the CEO, and everyone else
below.” (Trump and Kiyosaki,2006, p.307)
Definitions
• At the consumer level in international
marketing, direct mail is used to reach highincome groups and international travellers.
(Burca, Fletcher and Brown, 2004, p.206)
• Direct involves sending brochures,
catalogues and other relevant information by
post to the customers, with the goods
shipped to them. (Chee and Harris, 1998)
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Here are some examples (Kotler and
Armstrong, 2001):
1. Limited consumer exposure and buying
2. Skewed user demographics and
psychographics
3. Chaos and clutter
4. Security
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Non APA Harvard
…and other mistakes
Avoid them !
References:
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Strauss, J. and Frost, R. (1999). Marketing on the Internet. Prentice Hall, Inc.
Baines, P., Fill, C. and Page, K. (2008). Marketing. Oxford University Press.
Miletsky, J. (2010). Principles of Internet Marketing. Coarse Technology, Cengage Learning.
Kotler, P. and Armstrong, G. (2010). Principles of Marketing (13th ed.). Pearson Prentice Hall.
Adcock, D., Halborg, A. and Ross, C. (2001). Marketing Principles and Practice (4th ed.). Pearson
Education Limited
McDonald, W. (1998). Direct Marketing- an integrated approach. The McGraw Companies.
Kotler, P. and Armstrong, G. (2001). Principles of Marketing (9th ed.). Prentice Hall.
Perreault, W., McCarthy, E., Parkinson, S. and Stewart, K. (2000). Basic Marketing (European ed.).
Alfred Waller.
Nickels, W., McHugh, J. and McHugh, S. (2008). Understanding Business (8th ed.). McGraw Hill.
Marketing M.O. [Online] http://www.marketingmo.com/strategic-planning/how-to-develop-yourdistribution-channels/ [Accessed: 29 October 2010]
Armstrong, G & Kotler, P. (2008). Principles of Marketing (12th ed.) Pearson Prentice Hall.
Fox & Wheatley. (1978). Modern marketing Principles & Practice. Scott, Foresman & Co.
Harold, C. and Harris, R. (1998). Global Marketing Strategy. Financial Times Professional Limited.
William, J., Etzel, J. and Walker, B. (1991). Fundamentals of Marketing (9th ed.). McGraw Hill, Inc.
Baker, M. (1994). The Marketing Book (3rd ed.). Butterworth- Heinemann Ltd.
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Alphabetical
order, please
11
1. • (Author: V.Blagoev ; Title:Marketing ; Publisher:International
University Sofia ; Edition:2 ; Year:2003)
2. • (Author: Michael J. Baker ; Title: The Marketing book ; Publisher: Butterworth ; Edition: 3 ;
Year:1994)
3. • (Author: C.Rossi,D.Adcock,A.Halborg ; Title: Principles & Practice ; Publisher:Prentice Hall ;
Edition:4 ; Year:2001)
4. • (Author: Warren J Keegan ; Title: Global Marketing Management ; Publisher: Pearson Higher
Education; Edition:8 ; Year:2008)
5. • (Author: Warren J Keegan ; Title: Global Marketing Management ; Publisher: Pearson Higher
Education; Edition:7 ; Year:2001)
6. • (Author: Kotler and Armstrong, Title: Principles of Marketing, Publisher: Prentice Hall, Edition;
9, Year: 2001)
Find the 10 mistakes in each source 
This is anything else but APA Harvard
No APA Harvard, No Alphabetical order. This is
a clear case of copy/paste. There is no such …
Sources:
IUC student who would produce such List of
References
on his own (in any such case we look
1.D.Mercer, "Marketing"(1992),
first edition
evidence for plagiarism)
2. F.Brassington, S. Pettit, "Principles for
of Marketing"(2003),
third edition
3. D. King, J. Lee, "Electronic Commerce"(2002), first edition
4. J.Barry Mason, H.Ezell, "Marketing - Principles and Strategy"(1987), first edition
5. G.Armstrong, P.Kotler, "Marketing - an Introduction"(2011), tenth edition
6. P.Baines, C.Fill, K.Page, "Marketing"(2008), first edition
7. D.Chaffey, R.Mayer, "Internet Marketing"(2003), second edition
8. W.Stanton, M. Etzel, "Fundamentals of Marketing"(1991), ninth edition
9. M.McDonald, "Marketing Plans - How to prepare them, How to use them"(2007), sixth
edition
10. D.Jobber "Principles and Practice of Marketing"(1998), second edition
11. P. Kotler "Principles of Marketing"(2008), twelfth edition
12. W. Keegan, "Marketing"(1992), first edition
13. comScore / http://searchengineland.com / Third Door Media, Inc
14. Turban, E., et al., Electronic Commerce 2006. Upper Saddle River, NJ: Prentice Hall,
2006.
15. Stead, B. A., and J. Gilbert, “Ethical Issues in Electronic Commerce,”
Journal of Business Ethics, No. 34, 2001.
Bibliography
• Keegan, W. & Green, M. (2008) Global Marketing.6th ed. Pearson Prentice
Hall
• Cateora, P. & Graham, J. (1999) International Marketing. 10th ed
Irwin/McGraw Hill
• Strauss, J. & Frost, R. (1991) Marketing on the Internet:principles of online
marketing.New Jersey:Prentice Hall
• Czinkota, M. & Ronkainen, I. (2008) International Marketing. 9th
ed.Thomson SouthWestern
• Czinkota, M. & Ronkainen, I. (2007) International Marketing. 8th ed.
Thomson SouthWestern
• Armstrong, G. & Kotler, P. (2007) Marketing: An Introduction. 8th ed. New
Jersey: Pearson Prentice Hall
Alphabetical order, please
• Most producers use intermediaries to bring
their products to market. They try to forge a
distribution channel- a set of interdependent
organizations involved in the process of
making a product or service available for use
or consumption by the consumer or business
user.
No need of the word Bibliography in the
text; in the text refer to name (year) only
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Bibliography: Kotler & Armstrong (2001),Principles of Marketing( 9th Edition) Prentice Hall
Assael, H.(1993), Marketing Principles and Strategy(2nd Edition).The Dryden Press
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E- commerce survey results
Perceived drawback
of Online shopping
Less
than
$25K
$25K- $40K $40K- $60K
$60K- $100K $100K +
Afraid to provide
persona and credit
card info online
26%
23%
25%
28%
32%
Prefer to see things
before buying them
22%
24%
22%
28%
36%
Shopping cart is
complicated
19%
19%
18%
24%
31%
Horrigan, John B. “Online Shopping” Pew Internet & American Life Project,
13. Feb. 2008. ( Miletsky, 2010)
16
APA Harvard???
SOURCE:
DISTRIBUTION CHANNEL: PRODUCER,
WHOLESALER, RETAILER, CONSUMER
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• A distribution channel consists of sets of people and the
movement of a title from producer to consumer. A channel of
distribution always includes both the producer and the final
customer for the product as well as any middleman (such as
retailers and wholesalers).
• If there is a traditional channel for consumer goods, this is it. It
is the most common and economical channel chosen by a lot
of small retailers and manufacturers (Fundamentals of
Marketing, McGraw Hill Inc., 1991).
APA Harvard???
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Middleman
Wholesalers
Retailers
• Buy in large quantities from • Consists of the sale, and all
activities related directly to
producers
the sale
• They sell to retailers who
• It may be done by any
can order in smaller
institution, not only by retail
amounts
stores
• Wholesaler buy direct from • Goods and services to
the producer and add a
ultimate consumers for
profit margin onto the price
personal use (The Marketing
Book, Butterworth – Heinemann
they charge the retailer
Ltd., 1994)
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APA Harvard???
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Definition of retailing
• Retailing is about buying and selling for a profit. Of course that is a
rough explanation of the Retailer. Retailing receives goods from a
wide range of different sources and then redistribute them to
convenient locations along with a marketing package that is
valued by their customers or the final consumer.
Kotler, P. & Armstrong, G. (1989)
• Retailing is an activity which includes all the business activities
necessary to sell goods and services to final consumers A retailer
is a business that takes ownership of goods and services and that
acts as an intermediary between the producer and the final
consumer. Retailer firms range in size from a little garage shop to
a large international chain store like Metro.
• Cunningham, W., Cunningham, I. & Swift, C.(1987)
APA Harvard??? No need of the first initials in the
text. But … they are needed in the Bibliography
EU
rank
World
rank
Company
Retail format(s)
Global sales
($m)
1
2
Carrefour
Discount, hypermarket, supermarket, superstore,
warehouse
79,796
2
4
Metro
Cash&carry, department, DIY, food service,
hypermarket, speciality, superstore
60,503
3
6
Tesco
Convenience, department, hypermarket,
supermarket, superstore
51,535
4
8
Ahold
Cash&Carry, discount, drug, hypermarket
44,584
5
10
Aldi Einkauf
Discount, supermarket
40,060
6
11
Rewe
Cash&carry, department, DIY, hypermarket
38,931
7
12
Intermarché
Cash&Carry, discount, DIY, supermarket
37,472
8
16
Schwarz Group
Discount, supermarket, hyperstore
33,435
9
18
Auchan
Department, DIY, hypermarket, supermarket
32,497
10
21
Tengelmann
Cash&Carry, discount, DIY, drug, supermarket
29,091
Source: …………
Network Marketing
Do not use pictures (1) without sources and (2)
with such quality. The quality matters!
E-selling
Is the process of buying and selling goods on
the Internet.
Guess whose sales made 55% of the total sales???

Sales
55%
30%
10%
5%