» Từ khóa: basic marketing

After completing this chapter, students will be able: Know what marketing is and why you should learn about it, understand the difference between micro-marketing and macro-marketing, know why and how macro-marketing systems develop, understand why marketing is crucial to economic development and our global economy,...

 14 p hat 22/03/2016 146 1 Download

Từ khóa: Basic Marketing, Lecture Basic Marketing, Micro-marketing, Macro-marketing, Marketing’s changing role, Marketing’s role within organizations

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 206 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 233 2 Download

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

When you finish this chapter, you should: Know who the business and organizational customers are, see why multiple influence is common in business and organizational purchase decisions and understand how it affects the practice of marketing, understand the problem-solving behaviour of organizational buyers, know the basic methods used in organizational buying,...

 10 p hat 22/03/2016 269 2 Download

Từ khóa: Basic Marketing, Lecture Basic Marketing, Marketing opportunities, Strategic market planning, Buying behaviour of business, Organizational customers

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 157 1 Download

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

In chapter 8, you will know about marketing information systems; understand a scientific approach to marketing research; know how to define and solve marketing problems; know about getting secondary and primary data; understand the role of observing, questioning, and using experimental methods in marketing research; understand the important new terms.

 8 p hat 22/03/2016 214 2 Download

Từ khóa: Basic Marketing, Lecture Basic Marketing, Marketing information systems, Marketing research, Marketing research process, Marketing problems

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 235 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 183 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: 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 200 2 Download

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

In this chapter you will: Know the content of and differences among strategies, marketing plans, and a marketing program; Understand, in detail, all of the elements of the marketing strategy planning process and the strategy decisions for the four Ps; understand why the product classes and typical mixes should be considered when developing a marketing plan;...

 10 p hat 22/03/2016 234 2 Download

Từ khóa: Basic Marketing, Lecture Basic Marketing, Marketing strategy, Developing innovative marketing plans, Marketing strategy planning process, Forecasting market potential

In this chapter you will understand the importance and nature of personal selling. Know the three basic sales tasks and what the various kinds of salespeople are expected to do. Know what the sales manager must do including selecting, training, and organizing salespeople to carry out the personal selling job. Understand how the right compensation plan can help motivate and control salespeople.

 11 p hat 22/03/2016 178 2 Download

Từ khóa: Basic Marketing, Lecture Basic Marketing, Marketing strategy, Personal selling, Marketing opportunities, Sales force structure

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 251 2 Download

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