principles of marketing 15th ebook

... Overview of Marketing2: Learning Outcomes3: What Is Marketing? 4: Marketing is… 5: American Marketing Association Definition of Marketing6: Marketing… 7: Exchange8: Exchange LO2 Describe four marketing ... reasons for studying marketing First, marketing affects the allocation of goods and services that influence a nation’s economy and standard ofliving Second, an understanding of marketing is crucial ... studying marketing 1-4 Why Study Marketing? 31: Why Study Marketing? 32: Why Study Marketing? 33: Chapter 1 Video Trang 4Suggested Homework: This instructor manual contains assignments for the Geoffrey

Ngày tải lên: 18/10/2022, 12:21

... activity, set of institutions, and processes Marketing is… Trang 5Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings ... Trang 2Define the term marketingDescribe four marketing management Trang 3What Is Marketing?Define the term marketing Trang 41 A philosophy, an attitude, a perspective, ... value for customers, clients, partners, and society at large. American Marketing Association Definition of Marketing Trang 6Marketing… Entails processes that focus on delivering value and benefits

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... activities relating to marketing objectives and the changing marketing environment.  Marketing Plan – a written document that acts as a guidebook of marketing activities for the marketing manager. ... evaluation, and control of the marketing plan are Trang 5The Nature of Strategic PlanningUnderstand the importance of strategic marketing and know a basic outline for a marketing plan Trang 6the ... for stating good marketing objectivesSetting Marketing Plan Objectives Trang 36Marketing ObjectivesA marketing objective is a statement of what is to be accomplished through marketing activities

Ngày tải lên: 09/12/2016, 12:20

... try to educate customers of environmental benefits Trang 22Cause-Related MarketingExplain cause-related marketing Trang 23Cause-Related MarketingFor-profit and non-profit organizations cooperate ... society responsibility Explain cause-related marketing 5 6 Trang 4Determinants of a Civil SocietyExplain the determinants of a civil society Trang 5The Modes of Social ControlThe following factors ... business’s best interest to find ways to attack society’s ills. 5 Trang 21Green MarketingThe development and marketing of products designed to minimize negative effects on the environment or improve

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... the social factors that affect marketing Explain the importance to marketing managers of current demographic trends Explain the importance to marketing managers of growing ethnic markets © 2015 ... marketer reactions to the state of the economy Identify the impact of technology on a firm Discuss the political and legal environment of marketing Explain the basics of foreign and domestic competition ... people of many different backgrounds  Nearly 60 percent of Hispanics are of Mexican descent  The diversity of the Hispanic population and the language... primary determinant of earning

Ngày tải lên: 09/12/2016, 12:20

... global marketing mix Discover how the Internet is affecting global marketing © 2015 Cengage Learning Inc All Rights Reserved 3 4 6 5 Trang 4Discuss the importance of global marketing Rewards of Global ... Global Marketing Trang 5© 2015 Cengage Learning Inc All Rights Reserved 5Rewards of Global Marketing • Recognizing and reacting to international marketing opportunities • Using effective global marketing ... importance of global marketing Discuss the impact of multinational firms on the world economy Describe the external environment facing global marketers 1 3 2 Trang 3Identify the various ways of entering

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... consumers make purchase decisions consumers use and dispose of product consumers use and dispose of product = HOW 1 Trang 6Analyze the components of the consumer decision-making process The Consumer ... Less knowledge Less product experience High level of interest Lack of confidence Less Risk More knowledge More product experience Low level of interest Confidence in decision Need Less Information ... returning the product 3 Trang 22Identify the types of consumer buying decisions and discuss the significance of consumer involvement Types of Consumer Buying Decisions and Consumer Involvement

Ngày tải lên: 09/12/2016, 12:20

... Business Marketing Trang 2Describe business marketingDescribe the role of the Internet in business marketing Discuss the role of relationship marketing and strategic alliances in business marketing ... types of business goods and services Discuss the unique aspects of business Trang 4Describe business marketing What Is Business Marketing? 1 Trang 5What Is Business Marketing?The marketing of ... role of relationship marketing and strategic alliances in business marketing Relationship Marketing and Strategic Alliances 3 Trang 13Relationship Marketing Loyal customers are more profitable

Ngày tải lên: 09/12/2016, 12:20

... AAprinciple principleholding holdingthat that20 20 percent percentof ofall allcustomers customers generate generate80 80percent percentof ofthe the demand demand 4 © 2015 by Cengage Learning Inc All ... Rights Reserved The Concept of Market Segmentation © 2015 by Cengage Learning Inc All Rights Reserved The Importance of Market Segmentation Explain the importance of market segmentation © 2015 ... products from those of competitors © 2015 by Cengage Learning Inc All Rights Reserved 54 Perceptual Mapping A means of displaying or graphing, in two or more dimensions, the location of products, brands,

Ngày tải lên: 09/12/2016, 12:20

... the terms product item, product line, and product mix Describe marketing uses of branding 1 4 2 3 Trang 3Describe marketing uses of packaging and labeling Discuss global issues in branding and ... control over the intensity of distribution of manufacturers’ brands 4 Trang 27© 2015 by Cengage Learning Inc All Rights Reserved 27Advantages of Captive Brands • No evidence of store’s affiliation ... Brand Mark Brand Equity That part of a brand that can be spoken, including letters, words, and numbers The elements of a brand that cannot be spoken The value of company and brand names Global

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... Costs of Test Marketing • Often takes one year or more • Can cost over $1 million • Exposes new product to competitors...Approaches for New Product Development The Theprocess processof ofgetting ... Trialability © 2015 by Cengage Learning Inc All Rights Reserved 28 Marketing Implications of the Adoption Process Word Word of ofMouth Mouth Communication Communication Aids Aidsthe the Diffusion ... Reserved 34 Growth Stage  Increasing rate of sales  Entrance of competitors  Market consolidation  Initial healthy profits  Aggressive advertising of the differences between brands  Wider

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... Rights Reserved 29 Unique Aspects of Nonprofit Organization Marketing Strategies • Setting of marketing objectives • Selection of target markets • Development of marketing mixes © 2015 by Cengage ... Reserved 29 Unique Aspects of Nonprofit Organization Marketing Strategies • Setting of marketing objectives • Selection of target markets • Development of marketing mixes 7 © 2015 ... Describe nonprofit organization marketing 26 7 © 2015 by Cengage Learning Inc All Rights Reserved Nonprofit Organization... PricingDecisions Decisions of ofNonprofit Nonprofit Organizations

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... management, and discuss the benefits of supply chain management Discuss the concepts of internal and external supply chain integration and explain why each of these types of integration is important Identify ... Reserved [...]... activities that facilitates the joint development and marketing of new offerings among a group of supply chain partner firms 3 © 2015 by Cengage Learning Inc All Rights ... Processes of Supply Chain Management Identify the eight key processes of excellent supply chain management and discuss how each of these processes impacts the end customer... success of any

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... concept of integrated Trang 4Discuss the role of promotion in the marketing mixThe Role of Promotion in the Marketing Mix © 2015 by Cengage Learning Inc All Rights Reserved 4 1 Trang 5The Role of ... Reserved 42IMC Popularity Growth • Proliferation of thousands of media choices. • Fragmentation of the mass market. • Slash of advertising spending in favor of promotional techniques that generate ... common set of symbols. Trang 10Categories of CommunicationCategories of Communication Interpersonal Communication Interpersonal Communication Communication Communication Mass Mass Marketing Communication

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... purchase of a product during An extra item offered to the consumer, usually in exchange for some proof of purchase of the promoted product. Trang 53Loyalty Marketing ProgramsLoyalty Marketing ... Effects of Advertising Trang 5The Effects of AdvertisingAdvertising and marketing services, agencies, and other firms that provide marketing and communications services employ millions of people ... Influences demand for brand in the growth phase of the PLC Often uses emotional appeal. Influences demand for brand in the growth phase of the PLC Often uses emotional appeal. Comparative Compares

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... functions of sales management Trang 3Describe Personal Selling Personal Selling Trang 4Advantages of Personal Selling Personal selling provides detailed explanation or demonstration of the product. ... Trang 12Interactions of the Current Trang 13Capturing Customer DataRather than focusing on the amount of data that can be obtained, companies should focus on the type of data to be acquired ... measurements. – Usually goals are developed in terms of desired dollar values, market share, or profit level – Goals are stated as quotas, or statements of a salesperson’s goals Trang 30Sales Force StructureSales

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... Facebook Promoted posts by individual users Facebook/Bing Facebook-linked searching in Bing Search pulls information from your Facebook profile to find more accurate information Foursquare/Facebook ... blogs that are not associated with the marketing efforts of any particular company or brand. Independent blogs that are not associated with the marketing efforts of any particular company or brand. ... company or one of its brands and maintained by one or more of the company’s employees. Blogs that are sponsored by a company or one of its brands and maintained by one or more of the company’s

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... Underlying such failures is often a lack of understanding of some of the key principles of service marketing and management. Technological change affects many other types of services, too, from ... Books, 1990), 31—34;John Bowen, "Development of a Taxonomy of Services to Gain Strategic Marketing Insights," Journal of the Academy of Marketing Science 18 (Winter 1990): 43—49; Rhian ... computers. The Internet offers new ways to deliver service for a broad array of industries. Many Web sites, however, offer an example of marketing goods through service rather than marketing a core...

Ngày tải lên: 07/02/2013, 09:52

... for choice of service processes, presentation of physical evidence, and use of marketing communications—not least for educational purposes. Several of the distinctive characteristics of services ... solution. ~~ Review of Principles of Market Segmentation Market segmentation is central to almost any professionally planned and executed marketing& apos;program. The concept of seg- mentation ... Nature and Determinants of Customer Expectations of Service," Journal of the Academy of Marketing Science 21, no. 1 (1993): 1-12. predicted service: the level of service quality a customer...

Ngày tải lên: 21/06/2014, 04:20

... inconve- nience and/or loss of time and money because of service failures, either a monetary payment or an offer of equiva- lent service in kind is appropriate. This type of recovery strategy may ... concerning what types of supplementary services to offer. A study of Japanese, American, and European firms found that most simply added layer upon layer of services to their core offerings without ... Nature, Purpose, and Findings," Journal of Marketing 60 (October 1996): 7-18. 11. Society of Consumer Affairs Professionals (SOCAP), Study of Consumer Complaint Behaviour in Australia,...

Ngày tải lên: 21/06/2014, 04:20