» Từ khóa: marketing plan

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 238 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 277 2 Download

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

In chapter 6 you will learn: Understand the economic-buyer model of buyer behaviour, understand how psychological variables affect an individual's buying behaviour, understand how social influences affect an individual's and a household's buying behaviour, see why the purchase situation has an effect on consumer behaviour, know how consumers use problem-solving processes, understand the important new terms (shown in the margin).

 13 p hat 22/03/2016 196 2 Download

Từ khóa: Basic Marketing, Lecture Basic Marketing, Marketing opportunities, Strategic market planning, Marketing environment, Competitive environment

In this chapter you will: Understand how product life cycles affect strategic planning, know what is involved in designing new products and what "new products" really are, understand the new-product development process, see why product liability must be considered in screening new products.

 8 p hat 22/03/2016 247 2 Download

Từ khóa: Basic Marketing, Lecture Basic Marketing, Marketing opportunities, Strategic market planning, Product management, New-product development

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 243 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 190 2 Download

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

After completing this unit, you should be able to: Understand how most wholesalers and retailers set their prices using markups, understand why turnover is so important in pricing, understand the advantages and disadvantages of average-cost pricing, know how to use break-even analysis to evaluate possible prices, know the many ways that price setters use demand estimates in their pricing.

 14 p hat 22/03/2016 218 2 Download

Từ khóa: Basic Marketing, Lecture Basic Marketing, Marketing strategy, Strategic market planning, Price setting, Channel pricing

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 209 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 241 2 Download

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

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 255 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 224 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 258 2 Download

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