» Từ khóa: marketing strategy

Chương này giúp người học tìm hiểu cách định nghĩa và phân loại dịch vụ; hiểu được cách các công ty dịch vụ cải thiện chiến lược cạnh tranh, chất ;lượng dịch vụ và sản phẩm của họ;... Mời các bạn cùng tham khảo để tìm hiểu thêm các nội dung chi tiết.

 18 p hat 23/12/2016 240 3 Download

Từ khóa: Bài giảng Marketing, Quản trị dịch vụ, Nature of services, Marketing strategies, Managing product support services, Chiến lược 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 210 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 238 2 Download

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

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 196 2 Download

Từ khóa: Basic Marketing, Lecture Basic Marketing, Marketing strategy, Strategy planning, Retail formats, Retailing on the internet, Retail chains

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 186 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 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 254 2 Download

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

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 184 2 Download

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

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

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 217 2 Download

Từ khóa: Basic Marketing, Lecture Basic Marketing, Marketing strategy, Sales promotion, Advertising promotion, Strategy planning for advertising

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 257 2 Download

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