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Τεύχος 1102TRANSCRIPT
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MARKETING
brand marketing
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24-25
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28-31 marketingO Brand marketing
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37-61 38/
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-. , - , - , . Eurasia Group - - , - ... S&P , , , . - , 11,8% - 2,6%. , 87 , , , . , -
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, - .
-, - : 40% - 80% . 10 , 70 , 112 199 . : T 30 45%. -
. VW Passat 440 - -, 43 , 20,80 . 1,65 /lt - 1,1 /kgr, 6lt/100km 4,3kgr/100km, . : -
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.. | | 2632022077 | www.botargostefos.gr | : Eurofood .. | 100 | | 2106617405-8 | www.eurofoodquality.gr
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- ., Euro-goup - 49,1 . , 2013, - , . - -, , - -
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1,3 , - 87,0, .. (+0,3), 88,4 , - . , - , -, - . .. - . - , - .. . - .. (+1,4) (+0,6), (+2,1),
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15
,
( 2012)
+1,4
+0,6
-2,3
+2,1
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+1 +1
-0,3
+1.4
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.. (-0,3). - - , , .., .
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16
overweight , -Goldman Sachs:
T Socit
Gnrale, .
-
...
17
, .
AA reports , -, - 2013 , , , , , - discount ...
Goldman SachS: UnderweiGht Goldman - underweight - , -
, overweight . - underweight , - GS, Peter Oppenheimer -: , - , . , - Goldman, Huw Pill, - -
. , GS - - . Oppenheimer - - / , - - . , Goldman overweight , - - - , - , - , .
" "
-
18
, , - - . - 2013 2014, 2013.
Bofa/m.l.: o hedGinGH Bank of America/Merill Lynch - - 3 6 -, , - hedging . , - 2013 - , , - BofA/M.L. - long-only 11 , -.
overweight ..., 2003. 41 45 - - - 200 50 . , - BofA - 5 . 0 ( bearish) 10 ( bullish), 8 9. - risk markets, . , BofA long puts Eurostoxx 50, - , - . - - ,
, - . BofA FTSE 100 6.400 , 5% .
Pictet: B H Pictet Asset anagement - , - , - . short ... 40% - premium - ..., - , Pictet Asset
2013
2014,
-
19
Management, Luca Paolini. - , - , . FTSE MIB - 8% -, 3% FTSEurofirst 300. 2012, - , , - , . ., Paolini - , , - , .
credit SUiSSe: overweiGht, Credit Suisse , - - - ... - . - 4% 5%, - . Credit Suisse -
. , . , long hedge funds - 2011, o insider buying . , , , Credit Suisse - ., Credit Suisse , - 2013 6.600 - FTSE 100 1.550 S&P500, - 9% 6%, , - .
hSBc: 20% 20% , 18% 2012, HSBC, - - , . , , - HSBC. - 25 , p/e , - , , - , - - risk premium . , - beta -
, - , - - . HSBC - , - - . HSBC, - (ISM ..., Ifo PMI -), - , , .
temPleton: -, fund manager Franklin Templeton, Norman Boersma, Sanofi GlaxoSmithKline - , Vodafone -. Boersma , - 2012, ... , . - - , discount , Boersma. - 2012 ,
-
20
-.
deUtSche Bank: 2012, - - rerating , - Deutsche Bank. - - , stock-picking 2013. , - , -, - , . 13% long -, - . Deutsche Bank - 2013 . 2012 38% - , - 2009. - , -, - - . 2013 , Deutsche Bank. o ... - -
, -. , - , , - - .
credit aGricole: B Credit Agricole Corporate & Invest-ment Bank - 15% , , . Euro Stoxx 50 2.750 2.900 - 2013. Credit Agricole overweight - FTSE 100 , 6.040 6.400 . 2013 -, . EPS ( -) p/e -, - C.A., , - , - ( , ) - .
exane: 2013 2013 , -
, , Exane BNP Paribas. - - , - Exane, - - 2013. Exane - , - . , ... , - . , debate Federal Reserve, - . , Exane, - . - , - . Exane , , ..., - .
Socit Gnrale: diScoUnt Socit Gnrale - - ,
-
21
2013 , , , . A , -Crdit Agricole
- , - ... . assets -, , , - - . , Socit Gnrale, - -, .
SocGen , , - , 15% underweight - . , assets discount ..., . , - - 47% discount
. SocGen, o -Eurostoxx 50 - 3.300 - ( 25% ) - . Albert Edwards, bearish Socit Gnrale, , , - - . , bullish, , . - , , , - , - .
Deutche Bank, .
-
22
, 25, , , .
, 2012, , , , . - A, O, , -
. . . - , - 50 . , ..., - .. , - 12, 35% 25 184%
t - 2012, , - - . 2012 , 183,8% - 6%. 98,5% ... .. 2012 11,7%. 77,08% ... 2012 16,2%. 65,59% Jumbo 13, - 2%. , Citigroup - 11 .
-
23
2012 64,26% 2013 - 15%. , - . 2012 58,6% - 2013 - 11%. 55% 2012 ... - 2013 13,58%. - , - . 53,925 2012 - 2013 8,51%. 42,81%
2012 13 5%. 29,80% 2012 11,22% 2013. 28,95% Eurobank Properties 2012 6,12% 2013, - - . MIG 2012, 16%, - 2013 6%. 16,17% .. 2012, 2013 7%. .... - 20,94% 2012, - , , 20%.
, ,
-
24
T o - - - - -
. Cosco, Unilever Phillip Morris, - , - . Henkel, -
A, - ROLCO , - A. , , - -. ROLCO Henkel Dixan Neomat, - . -, ROLCO -
, , -, -. - Neomat, A - . rolco ROLCO 1948 - .
, .
-
25
, .
-, ROL. 1968 , AVA. 1962, o - , ROLCO - 14 . ., 6.000 .. 15 ., ROLCO - - .
a , henkel 1876 - . 1878 - , -, . Henkel 47.000 -. - Dixan Persil - , Schwarzkopf Fa.
Henkel Unilever, Phillip Morris, Hewlett-Packard Cosco. Unilever Unilever , - - . Unilever , . Phillip Morris Phillip Morris International - , - , -, . Hewlett-Packard, Hewlett-Packard
Cosco - -. HP , - terminal Cosco - . 60% ... .. Cosco Cosco - - 60% ... .. 1 . .
walmart- - 2013 - Walmart. -, , - 100 - ( ) -
-
26
- - , - -
- , 17 2013. --, , - - ., , - - Reiselivmessen Telenor Arena, , -, . , 45.145, 2.560 .
, , North Events, - . -, - , , - - (). 45% - , - - Vakantiebeurs 2013, - 8 13 2013, . - ANVR, - (-3%) - - . ... -
, , , - -11% . - 20%, . 660.000 2012 ,
2013, .
-
27
... - . - -, 45% - . , , - 280 . - 300.000 360.000 .
- , - , : -, - TUI Holland. Transavia Sundio Group . , - . - ... -
. BUdGetS 15 ..., 15 - ... . - 2,15 . , 80.000 -, -, . , , , - - . - . :- Salon des Vacances, - Holiday & Spa Expo, - MEEDEX, - ITB, - Feire for Alle, ()- Destinations, - SeaTrade - Cruise Shipping, - FITUR, - IMTM, - UITT, - Intourmarket, - MITT, - IFT, - TUR, - New York Times Travel Show, . .
O 45%
-
BrANd mArKetiNg
28
brand marketing . ;
-
29
H social media . brand . 2013 . , .
social media, , .
brand .
social web -- -, - 2013. brand
, . - , .
- branded . Apple, - ; - Google Microsoft (.. -- Microsoft). - brand- online. , .
marketinG
brand- online. , .
Marketing = Brainwashing
-
30
crowdSoUrcinG 2013 - - -
- . , - - - .
, - . - , - -
2013 brand.
Branded 2012 branded -.
2013, content marketing - .
2012, s i t e s Pinterest Instagram, -
-. . 2012 . - , - .
Crowdsourcing
-
31
2013, content marketing
- , -, - - , -
2013. - -, - .
, , - mobile marketing .
marketinG
-
32
-
, " " .
33
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- ( ) , . - - . - - - -, ... - -
34
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-, . - -, , , , - . . - , - , , - -, ., , - , - , - . -
. - , F15 -, - . , , ., - . - , , ( - ) , - ( 13 ) .
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. 49
, 2013. 46
. 49. 38
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39
- - , -
, - . 26 , 2013, - . -
-
40
, 1 2013 , - - , - 13 2687/1953, , - , - .
, , - -
, - , - - - . , - , - (tonnage tax) - , - . , -
, , -, - . 26 - -
- , - - . , - , - -
26
,
E
-
41
1.500 , - . , 27 - , , - , - . - - ... - .
, , - - , - 15% 10% . , 6% - 3%.
, , , - . 4% gross tonnage. , 1% , 3% - . - . - -, . - . , - - , . - - . , -
, - , . . . - , - - , - . , - , -, - . - , . , - , - , , , - , - .
, - -
- . , , - . ,
nO 1 97,5%
3.325
15%
2.000
1.300
, ItF150.000
-
42
, , - . - , - - . - - . , - . - , -, . - : -, .. , - . , , , , .
-, . , - - - ITF, , - . , , - 1.300 , 2.300 - , 150.000 - .
- , -
97 ,5% , - 10,5 .
3.325 , 15% . , - - -, 2.000 . - - - 1.300. , - , - , . 26 - 26 - 27/1975, - . - , - 25% - .
,
,
-
-
- - . , - , , - 4% ..., - - , - -, -
43
....
....:
550
h
-
44
- 6,1% ... - - 192 . .... , , - - 10% ... - 550 .
6,1% ... . . . . , -
4% - , -. - -, ...., . - -, - , - - - ( ) 13,3 . , - 6,1% ... . , 1.000 -, 1.575 , - . ....
- - - , - (cargo handling), , , , - ..
. - / - - - , .. --, --, - . - -
h
-
45
- - . , - - - - , - 192 . 2,7 . .
,
- - , - - , - - - . , - - - 26 . , 12,7 . , - ... 5,8% . -, , 550 . ,
360 . -, .
. . . . - , - . - - - -, , - . - . , - - , , .
, - -, (Maritime Cluster) - . - -
. - - - - - . , - - - , - - . - , , .
,
-
- ,
. , , , 21/1, - Morgan Stanley - ., , - , - , , - , (...),
49
.
vs
/
-
50
. , , - - , ... , .
- 3 - . 11 , 2013 2,2 - 710 - . Car Terminal ... .. 2012 9,8% 2011 66% 2009. - , Car Terminal ... .. 2012
458.755 / 417.659 2011. Cosco, , - - . - , . , - , , - 23 , - 28 33 . , , - 24 , 28 , Gdansk 36 25 . , , - Car Ter-minal . - - ... .. . , , - ... .. - - (, , - ) . .
- ... . . - , -
. - (. . ) - - ... - . , . . -, - , , . - - , , , - -., , - (...), , . . -, - - . - - (), - . , , - - - , . - - .
... ..
. , ,
. ,
,
-
51
. ,
, 27-11-2012 . (NY Cruise Port, USA), - - (Port of Cartagena, Spain) . - -. ,
, , 70 2012 (Port of the Year 2012) Seatrade insider, Seatrade Med 2012, .
, . , . , - - 3 (finalist) , 70 , - - 2012, - Home Port, - , Costa Crociere, - . . -,
T
- - , -, 15 . - . - - . - -, Heraklion City Guide, - - , . - City info on Whells, - - -, - . - , - 256 . ... - 100.000 , - , 26 - Project Management - (International Project Management Assosiation) . Seatrade Med 2012, , - - - Home Port MSC, Disney Cruise. - Costa Crociere.
/
22
-
52
, , , , , , , , , , , . , , .., 5,4 500 . . , 2020, 7 . 600 . , .
. , -, , , - -
. , .. , , 1.200 , -; , . 90% 40% .
802 . , , 16 -
, 16 , 25 - . -, -, , -, . -: , - , . 80% - . - .
-
53
/
. - ., , - - , - -, . - -
O . . - , &
, , -, , , . , , , - , 2013, , - - . - -,
-. - - - , - . , - , -, . ... - , - , , -. , , , - - .
-
54
,
,
,
;, , , - (landlord model). , . -, - - , - - - : -
, .. , , - - - , - - -
(, , ). , -, , - - . -, , -, . - . - -
-
55
/
, , -, . .., - , - , . 32 . , - 2013-2020 . , , -. - . , , - ., , , . -, 12 56 , . -, car terminal, -, , , real estate, - - . , , - , , - . , , , - , -. , , -
, - , - , - - .
- 23 - (...) / -, - 68 (...). , 100 - , ., - , , - . -, , - , .
- .. (-
). 12 , - , 4 ( ). - : , , -, . - : , , , . - : , , . - . - (/)
. - - , - , , , - . , , . , , , - , . , . logistics cluster - -. , - - , - ..., . . - - -, , , . - . - - , - - , .
-
56
16 , , .
413 .
413 . , , , -, , , -
, , , , -, , ( ). 3,2% ... 29.200 , - 6 . - ,
h
- . . - , - -, . , - 2013-2018 . - - - o 18% - , 25%
. - , ..., - - (.. - ). - , - (.. , -, car terminal, ) . , - , - 250 . , - transit .. . , , - , .
/
-
413 .
57
LLoyds LIst:
Neda Maritime Agency, . cpt. The Seafarer of the Year Award, Hyundai Ambition Danaos Corp., , Ship of the Year. , Blue Star Ferries - . Award for Achievement in Safety or Environmental Protection, ... Education or Training . Man of the Sea. , Optima Shipbrokers DVB Bank Shipbroker Shipping Financier, , SNAME Greek Technical Achievement.
Greek Shipping Personality of the Year for 2012 Lloyds List Greek Shipping Awards - Paragon Shipping and Box Ships, . . Lloyds Greek Shipping Newsmaker of the Year StealthGas, . . Propeller Club Lifetime Achievement Award . , , . Moller, Maersk McKinney Muller, - , International Personality of the Year. Dry Cargo Company of the Year - Aegean Bulk Co -, Tanker Company of the Year Award
/ ei
-
58
...: 27,5% 2012 - ... .., , - 2012 - 2011. - ... .. . ... .. - 625.914 teus 2012 490.904 2011, - 27,5%. transshipment -, . - 12% . ... .., - , 2013 - -. 27,5% - , , - , - ... .. - , - - 2012 .
- V-Ships, - -, Costamare - . - -, Costamare. - , V-Ships (Greece), - 22 containerships Costamare. , - , - , - , - . Costamare, , Costamare - . H , , - , - . Costamare, . , - . V-Ships, . Clive Richardson, - , - . , , . Richardson.
V-shIps CostAMAre
-
59
Blue Star Ferries Lloyds List. - , , 7 2012, . Attica Group, . . Blue Star Delos , - 2011 Blue Star Patmos -, 2012, - Attica Group, 14 - 10 , . Lloyds List , , Blue Star Ferries, . Blue Star Ferries, 2006, - Attica Group 2004.
22 . - - , , , - , . -, -. - - - . - -, - - , , , , , - - 21.900.000 . - 5 - , - - - () -.
LLOYds, BLUe stAr Ferries
/ ei
-
60
... holding, sAsAC - ... .. / -, . , . , . , - - SASAC, , , 168 - Cosco. . . - . , -, - . - -, - . - SASAC, Cosco, - . - Xie Lin, . /, / Hu Xianzhen, Zhao Hngyan, Zhang Zhenshun / Liu Huaxin. - Yao Lan Cosco . - ... .. SASAC - 30 . , - ssets (168) .
Dry Cargo Company of the year 2012 Aegean Bulk , Lloyds List Greek Shipping Awards 2012. , . , - , - - . Lloyds List -. , - Aegean Bulk . - , : , , . , , . - , , , , - . , , , - , , - - . , , . .
LLOYds List: AegeAN BULK
-
61
H Minoan Lines, , , H/S/F Knossos Palace H/S/F Festos Palace, . , , , . Minoan Lines , 500 A. , A, , - Minoan. -, . , , . , - Grimaldi, Knossos Palace Festos Palace, . , , . , , - Grimaldi, . , , Grimaldi, , , - . - , , - , .
MInoAn LInes: knossos pALACe kAI Festos pALACe
/ ei
-
62
, -, 1753 1840. - , (-), . -. , (1785-1856) . , , , -
, , . , , , 15 1818. . - - . , 1840 - , . , , . , -. , . -
. . - - -, , - . - . - -, , - , . - . - - , , . -
, . .
*
o
-
- . -, , . - - , -. - , , . - , , , -
63
, - . - -. - , - . - - . , - 1861 1866 - . - , - . ,
. - . - 1870 . , - , - , - , , -. - . , - - . - . , . -. , - , -, - . - - - . -, - .
-
. - , - - - . , - . - , - . - , - , . - , - .
64
, , - -, - . 1885 , 15 1899 . - , - 250.000 . . - , - , , , . - - .
- . 5.000 1866. , - , . 1896 . , , . 1892 -, - . 1916 28 1971 - - .
,
.
()
,
.
-
65
- - . . -, , . - , - 1908-1911 Cantieri Orlando -. , -. 12 - 1910,
, 16 - 1911. - 140,81 21,03 . - 22,3 , 8 - . - -, . 1911 . . - , - , .
* . , .. DMN A.E., LSE. Voria.gr.
- , 45 , - . - . , , - . - - . - , , , , - - -.
-
66
Rolling Stones - - 1969, Keith Richards - ,
Robert Brownjohn, . Richards, Automatic Changer Brownjohn - - , , , - - , autochanger - - , . - Rolling Stones, Brownjohn, Delia Smith,
laSt PaGe
ROBERT BROWNjOHN
Let it Bleed:
, , . : . - . - -, . Brownjohn, Richards, , . , Let it Bleed, Brownjohn , Rolling Stones -. Brownjohn Let it Bleed Bonhams , 35.000 (- 47.000 ). Brownjohn 1970,
45 - . , - - 200 , , Eliza. Let it Bleed - Royal Mail , ., , -, Rolling Stones 2005 Grammy Hall Of Fame. Rolling Stones, Brian jones, o .-
Robert Brownjohn