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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 192 2
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 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 257 2
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 177 2
Từ khóa: Basic Marketing, Lecture Basic Marketing, Marketing opportunities, Strategic market planning, Marketing environment, Competitive environment
In chapter 13 you will: Understand how retailers plan their marketing strategies, know about the many kinds of retailers that work with producers and wholesalers as members of channel systems, understand the differences among the conventional and nonconventional retailers including Internet merchants and others who accept the mass-merchandising concept,...
13 p hat 22/03/2016 177 2
Từ khóa: Basic Marketing, Lecture Basic Marketing, Marketing strategy, Strategy planning, Retail formats, Retailing on the internet, Retail chains
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 197 2
Từ khóa: Basic Marketing, Lecture Basic Marketing, Marketing strategy, Strategic market planning, Price setting, Channel pricing
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 233 2
Từ khóa: Basic Marketing, Lecture Basic Marketing, Marketing strategy, Controlling marketing plans, Total quality management, Marketing management process
In chapter 16, students will: Understand why a marketing manager sets specific objectives to guide the advertising effort, understand when the various kinds of advertising are needed, understand how to choose the "best" medium, understand how to plan the "best" message - that is, the copy thrust, understand what advertising agencies do and how they are paid,...
14 p hat 22/03/2016 196 2
Từ khóa: Basic Marketing, Lecture Basic Marketing, Marketing strategy, Sales promotion, Advertising promotion, Strategy planning for advertising
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