» Từ khóa: marketing

After studying this chapter you will: Understand why marketing strategy planning involves a process of narrowing down from broad opportunities to a specific target market and marketing mix, know about the different kinds of marketing opportunities, understand why opportunities in international markets should be considered,... Inviting you refer.

 15 p hat 22/03/2016 242 2 Download

Từ khóa: Basic Marketing, Lecture Basic Marketing, Marketing strategy planning process, Considering international opportunities, Narrowing target markets, Market segmentation

When you finish this chapter, you should: Know what the marketing concept is—and how it should affect strategy planning in a firm or nonprofit organization, understand what customer value is and why it is important to customer satisfaction, understand what a marketing manager does,...

 16 p hat 22/03/2016 269 2 Download

Từ khóa: Basic Marketing, Lecture Basic Marketing, Marketing opportunities, Strategic market planning, Marketing strategy, Four Ps of the Marketing Mix

In this chapter, you will: Know about population and income trends in global markets and how they affect marketers, understand how population growth is shifting in different areas and for different age groups, know about the distribution of income in the United States,...

 11 p hat 22/03/2016 188 1 Download

Từ khóa: Basic Marketing, Lecture Basic Marketing, Demographic dimensions, Global consumer markets, Consumer spending patterns, Potential markets

In this chapter you will learn: Understand what "product" really means, know the key differences between goods and services, know the differences among the various consumer and business product classes, understand how the product classes can help a marketing manager plan marketing strategies,...

 10 p hat 22/03/2016 276 1 Download

Từ khóa: Basic Marketing, Lecture Basic Marketing, Marketing opportunities, Strategic market planning, Global managerial approach, Product planning

In chapter 11 you will understand how and why marketing specialists develop to make channel systems more effective. Understand the universal functions of marketing. Understand why some firms use direct channel systems while others rely on intermediaries and indirect systems. Understand how to develop co-operative relationships - and avoid conflict - in channel systems.

 9 p hat 22/03/2016 219 2 Download

Từ khóa: Basic Marketing, Lecture Basic Marketing, Marketing opportunities, Strategic market planning, Channel systems, Vertical Marketing systems

When you finish this chapter, you should: Understand why physical distribution (logistics) is such an important part of Place and marketing strategy planning; understand why the physical distribution customer service level is a key marketing strategy variable; understand the physical distribution concept and why it requires coordination of storing, transporting, and related activities;...

 8 p hat 22/03/2016 211 1 Download

Từ khóa: Basic Marketing, Lecture Basic Marketing, Distribution customer service, Physical distribution, Coordinating logistics activities, Marketing strategy

When you finish this chapter, you should: Know the advantages and disadvantages of the promotion methods a marketing manager can use in strategic planning, know how the communication process affects promotion planning, understand how direct-response promotion is helping marketers develop more targeted promotion blends,...

 16 p hat 22/03/2016 239 2 Download

Từ khóa: Basic Marketing, Lecture Basic Marketing, Marketing strategy, Strategic market planning, Integrated marketing communications, Strategic distribution

When you finish this chapter, you should: Understand how information technology is speeding up feedback for better implementation and control, know why effective implementation is critical to customer satisfaction and profits, know how total quality management can improve implementation including implementation of service quality,...

 8 p hat 22/03/2016 286 2 Download

Từ khóa: Basic Marketing, Lecture Basic Marketing, Marketing strategy, Controlling marketing plans, Total quality management, Marketing management process

When you finish this chapter, you should: Understand how pricing objectives should guide strategic planning for pricing decisions; understand choices the marketing manager must make about price flexibility and price levels over the product life cycle; understand the many possible variations of a price structure, including discounts, allowances, and who pays transportation costs.

 12 p hat 22/03/2016 251 2 Download

Từ khóa: Basic Marketing, Lecture Basic Marketing, Marketing strategy, Strategic market planning, Pricing policies, Strategic planning

After studying this chapter you will: Understand why turning a marketing plan into a profitable business requires money, information, people, and a way to get or produce goods and services; understand the ways that marketing strategy decisions may need to be adjusted in light of available financing; understand how a firm can implement and expand a marketing plan using internally generated cash flow;...

 8 p hat 22/03/2016 281 2 Download

Từ khóa: Basic Marketing, Lecture Basic Marketing, Marketing strategy, Managing marketing’s link, Marketing plan, Marketing strategy planning

Bài giảng "Marketing dịch vụ - Chương 4: Marketing MIX đối với dịch vụ" cung cấp cho người đọc các kiến thức: Thiết kế dịch vụ, định giá dịch vụ, phân phối dịch vụ, truyền thông dịch vụ, con người trong dịch vụ,... Mời các bạn cùng tham khảo nội dung chi tiết.

 90 p hat 22/03/2016 282 3 Download

Từ khóa: Bài giảng Marketing dịch vụ, Marketing dịch vụ, Marketing MIX đối với dịch vụ, Thiết kế dịch vụ, Định giá dịch vụ, Phân phối dịch vụ

Bài giảng "Marketing dịch vụ - Chương 1: Tổng quan về marketing dịch vụ" cung cấp cho người đọc các kiến thức: Vai trò và tầm quan trọng của dịch vụ, môi trường thúc đẩy dịch vụ, dịch vụ và đặc điểm của dịch vụ, những thách thức đối với marketing dịch vụ, marketing-MIX của dịch vụ. Mời các bạn cùng tham khảo.

 33 p hat 22/03/2016 283 4 Download

Từ khóa: Bài giảng Marketing dịch vụ, Marketing dịch vụ, Môi trường thúc đẩy dịch vụ, Đặc điểm của dịch vụ, Marketing-mix của dịch vụ, Thách thức marketing dịch vụ